EDE MICROPROJECT REPORT

Sr. Signature
Name of Course Title of the Micro Project Name of Guide
No. of Guide
Semester-5
Advertising effectiveness of Nitin Kulkarni
1 EDE Sir
a Product.

ROLL NO STUDENTS NAME

221704 Vignesh Gangarapu

20751 Pravin Shinde

221703 Chris Darry

Topic:- To study of advertising effectiveness of cold-drink.

1. Rationale: - A product advertisement is created by determining the

product's target customer and then highlighting the properties of the
product that make it unique and desirable to that customer.
Important considerations include the advertising methods and
channels that will be used in the campaign. The advertising campaign
manager will determine the creative elements, placement budget,
and return on investment tracking methods.

2. Aim of Micro project: - To study of advertising effectiveness of

cold-drink.
 3. Course Outcome: Co1 Identify your entrepreneurial traits.

1. Literature overview: The objectives of all business are to

makes profits and a merchandising concern can do that by
increasing its sales at remunerative prices .This is possible , if the
product is widely polished to be audience the final consumers ,
channel members and industrial users and through convincing
arguments it is persuaded to buy it . Publicity makes a thing or an
idea known to people . It is a general term indicating efforts at
mass appeal . As personal stimulation of demand for a product
service or business unit by planting commercially significant news
about it in a published medium or obtaining favourable
presentation of it upon video television or stage that is not paid
for by the sponsor .

4. Actual Methodology Followed: -

Sr.no Details of Planned Plan finish Name of
activity Start date date Team
members
1. Group discussion 3 17/8/2022 23/8/2022 All the
Students. members
2. Topic allotted to us by 24/8/2022 30/8/2022 All the
the Ma'am. members
3. Taking ideas From 7/9/2022 13/9/2022 All the
notes, Internet. members
4. Equal 14/9/2022 20/9/2022 All the
Distribution of work members
5. Taking ideas From 21/9/2022 27/9/2022 All the
teachers. members
6. Begin this Explain more 28/9/2022 4/10/2022 All the
Information. members

7. Taking more 5/10/2022 12/10/2022 All the

Information From members
Internet.
8. Preparing a Proposal. 13/10/2022 19/10/2022 All the
members
9. Final proposal 20/10/2022 27/10/2022 All the
Submitted. members
10. Cross checked The 28/10/2022 4/11/2022 All the
answer Theoretically members
And practically
11. Preparing report on the 5/11/2022 11/11/2022 All the
Topic. members

12. Collecting main Points 12/11/2022 18/11/2022 All the

for Report. Members

13. Preparing PPT On the 19/11/2022 25/11/2022 All the

topic. Members
14. Collecting main Points 26/11/2022 5/12/2022 All the
for Report. members

15. Checking the Points in 6/12/2022 15/12/2022 All the

Report an PPT. members

16. Submission our 16/12/2022 21/12/2022 All the

Proposal and members
Report.

5. Resources Required(major resources such as raw material, some

machining facility, software etc.) 
 
Name of Resource /
Sr. No. Specifications Quantity
material
As per
1 Microsoft words 2019 version
requirement
As per
2 Google Wikipedia, Chrome
requirement
As per
3 Laptop --
requirement

Overview Of The Project: Product Advertising Creative

Process: In general, the result of a product advertising planning and execution
process is called an product advertising campaign. The steps this campaign takes
after setting the product goal are as follows.

1. Determine the target audience

2. Determine the best channel(s) to reach the target audience
3. Determine and create the elements of the selected channel(s)
(such as graphics, print collateral, audio, video, etc.)
4. Purchase advertising space in the selected channel(s)
5. Analyze return on investment for each advertisement, if possible.

What is an Example of Product Advertisement?

Take, for example, an advertising campaign for a new burger bundle at the
McBurgerLand restaurant. Management has determined that drive-thru
customers are preferred to walk-ins, so that the bundle will be offered exclusively
at the drive-thru. However, they do provide counter workers the ability to grant
the discount for customer service purposes.

Considerations that an advertising campaign manager might review are:

 Audience: Drivers, Rush Hour Commuters that drive past the
restaurant on Route 123.
 Best Channels: drive-time Radio, billboards, time-targeted social
media ads
 Return on Investment: By using a promo code tracked on the
restaurant's system, the total revenue generated by the
promotion can be determined. Advertising return on investment
is expressed as a percentage, calculated by dividing the total
revenue by the total cost of advertising.
Advertising Effectiveness On Soft Drink
Company Coca Cola
Advertising Effectiveness: The objectives of all businesses are
to make profits and a merchandising concern can do that by
increasing its sales at remunerative prices. This is possible if the
product is widely polished to be audience the final consumers,
channel members and industrial users and through convincing
arguments, it is persuaded to buy it. Publicity makes a thing or
an idea known to people. It is a general term indicating efforts
at mass appeal. As personal stimulation of demand for a
product service or business unit by planting commercially
significant news about it in a published medium or obtaining
favourable presentation of it upon video television or stage that
is not paid for by the sponsor.

On the other hand, advertising denotes a specific attempt to

popularize a specific product or service at a certain cost. It is a
method of publicity. It is always intentional openly sponsored
by the sponsor and involves certain costs and hence is paid for.
It is a common form of non-personal communication about an
organization and or its products idea service etc. that is
transmitted to target audiences through a mass medium. In
common parlance, the terms publicity and advertising are used
synonymously.

Basic Features of Advertising

On the basis of various definitions it has certain basic features such as:

1. It is a mass non-personal communication.

2. It is a matter of record.
3. It persuades buyers to purchase the goods advertised.
4. It is a mass paid communication.
5. The communication media is diverse such as print (newspapers and
magazines).
It performs the following functions

Promotion of sales

1. Introduction of new product awareness

2. Mass production facilitation
3. Carry out research
4. Education of people
5. To make sound future decisions
6. To impress upon the top management
7. To know the point of saturation
8. To keep in touch with the new trends

Types of Advertising
Broadly speaking, advertising may be classified into two categories viz., product
and institutional advertising.

1. Product Advertising: The main purpose of such advertising is to inform and

stimulate the market about the advertiser‘s products of services and to sell
these. Thus type of advertising usually promotes specific, trended products
in such a manner as to make the brands seam more desirable. It is used by
business government organization and private non-business organizations
to promote the uses features, images and benefits of their services and
products. Product advertising is sub-divided into direct action and indirect
action advertising, Direct action product advertising wages the buyer to
take action at once, ice he seeks a quick response to the advertisement
which may be to order the product by mail, or mailing a coupon, or he may
promptly purchase in a retail store in response to prince reduction during
clearance sale.
 2. Institutional Advertising: It is designed to create a proper attitude towards
the sellers tobuild company image or goodwill rather than to sell specific
product or service. Its purpose is to create a frame of mind and to implant
feeling favorable to the advertisers company. Its assignment is to make
friends for the institution or organization.
It is sub-divided into three categories: patronage, public, relations and
public service institutional advertising.

 In patronage institutional advertising the manufacturer tells his

prospects and customer about himself his policies and lives personnel.
The appeals to the patronage motivation of buyers. If successful, he
convinces buyers that his operation entitles him to the money spent
by them.
 Public relations institutional advertising is used to create a favorable
image of the firm among employees, stock-holders or the general
public.
 Public service institutional advertising wages public support.
3. Other Types: The other types are as follows:
 Consumer advertising
 Comparative advertising
 Reminder advertising
 Reinforcement advertising

Magazines:

Magazines are also mean of reaching different market, both original

and matinal and of general and specific interest. An organization may
approach national markets through such publication as Business India,
Famina, and Sports week, India Today, Business World and Filmfare.
Some marketers divide their market on the basis of such variable as
age, educational level and interest magazines. Magazines are divided
into those parts that serve business, industrial consumers, ladies,
sports  etc.  The diversity of  magazines  is tremendous.  Some  offer
news  or together “General Interest” content to huge audience. Others
are highly specialized, technical or even exotic. In general, magazines
offer advertiser the opportunity to reach highly selective audience.
Flavours of the brand:
1. Cola

2. Lemon

3. Soda
4. Orange

5. Mango

6. Clear Lemon

Size of the cold drinks available in market

1. 300 ml Bottles (RGB Glasses)
2. 500 ml Bottles (RGB Glasses)
3. 1Litre (PVC Bottles)
4. 1.5 Liter (PVC Bottles)
5. 2Liter (PVC Bottles)
6. 200 ml Bottles (RGB Glasses)

Sales of Coca Cola Cold drinks

Coca Cola Weekly Monthly Yearly

Cold drinks (in carets) (in carets) (in carets)

 Coca Cola 520 1840 22400

Fanta 250 1030 12900

Thums-up 350 1350 18500

Limca 380 1210 16300

Maaza Tetra 80 380 6200

Sprite 70 280 5000

Maaza 120 690 10000

(Primary data): There is more consumption of Coca Cola and has 70%
market share in the Yamunanagar city and Coca Cola is having maximum
consumption and after that Thumps-up and after it Limca cold drink in the
market and all the products has good sale but less than these.

OBJECTIVE OF THE STUDY

Following are the objectives of the study:

 To study the perception of consumer towards Coca-Cola.

 To find out effectiveness of various advertising tools
 To knowsthe most effective media of advertisement.
 To study the behavior pattern of target customer of Cola-Cola.
 To find out the most popular slogan of advertisement regarding
cold drinks.

 To determine the factor, which persuade the retailer for sale of

Coca-Cola.
 To find out the company‘s position in the soft drink market.
 To find out the exclusive outlets of Coca-Cola and its competitors.
 To find out the promotional activities of Coca-Cola.
 To identity the organizational features of Coca-Cola.
 To find out the promotional activities of competitors.
 To learn the strategy of Coca-Cola and its competitor.
 To try and understand the distribution channel system.
 To make suggestion and recommendations based on the findings
of the study
 To find out the customer‘s perception of COKE as a brand
IMPORTANCE OF STUDY
The importance of this research is to know the most effective
media of advertisement, to find out the reasons for liking the
advertisement of cold drinks, to find out the most popular
slogan of advertisement regarding cold drinks.

This study also helpful to know the purchasing decision of

consumer by effect of advertisement and how advertisement
helps the coca cola company to increasing their products sales
in market by this study also helpful to know the reasons for
liking the advertisement of cold drinks.