Escolar Documentos
Profissional Documentos
Cultura Documentos
Mr. Shoaib-Ul-Haq
Professor of Marketing Research
GIFT University
Gujranwala
Sincerely,
Group A
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Acknowledgement
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Table of contents
1. Table of Figures 6
2. Abstract 7
3. Executive Summary 8
4. Introduction 9
5. PEPSI CO Gujranwala 10
6. Research Objectives 11
7. Research Methodology 11
8. Questionnaire design 14
9. Findings 16
10. Conclusion 65
11. Recommendations 66
12. Research limitations 67
13. Appendix 68
14. Bibliography 73
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Table of figures
3. Graphs(Critical analysis) 33
4. Graph(Surprising findings) 62
5. Cycle of Pepsi 69
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Abstract
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Executive Summary
In order to conduct the research survey method has been adopted. We choose
questionnaire as data collection device and probability sampling as a sampling
plan. As PepsiCo has mass marketed its product so the whole population of
Gujranwala has been targeted for research.
A small no. of people observe billboards and a very few can recall them. Overall
the Pepsi consumption is more in teenagers and youngster that makes them
most potential customers. The major reason of buying Pepsi is taste and
availability. A small no. but people do buy by watching billboards.
People are of the view that existing Pepsi billboards are more appealing among
all other soft drink brands’ billboards.
People hold the opinion that billboard ads should be different from TV ads to
make them more attractive. People of all ages are more likely to get attracted by
the billboards on which celebrities have been introduced. Billboards with dark
colors, medium to large size and somewhat irregular shapes can attract most
attention of the people.
Introduction
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PepsiCo is a world leader in convenient foods and beverages, with
2006 revenues of more than $35 billion and 168,000 employees.
Some of PepsiCo's brand names are more than 100-years-old, but the
corporation is relatively young. PepsiCo was founded in 1965 through
the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998
and PepsiCo merged with The Quaker Oats Company, including
Gatorade, in 2001.
Sustainable advantage
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PepsiCo has hundreds of brands around the globe. These are some of
the best known.
Frito-lay brands
Pepsi-cola brands
Gatorade brands
Tropicana brands
Quaker brands
Pepsi-cola brands
From these brands, there are many brands under the head of Pepsi-
cola. Some of them are Pepsi-Cola; diet Pepsi, Pepsi Twist, mountain
dew, diet mountain dew, Team, Mirinda,7-up, Aqua Fina etc.
PEPSI CO. is one of the leading multinational firms exist in Pakistan and
by visiting to its Gujranwala plant; we got to know that the attitude of
its management and labor is one of the reasons of this fact.
This shows their serious attitude towards their job. To watch the
hierarchy of PEPSI CO. Gujranwala, see exhibit 1.
Mr. Ahmad tells us that they are themselves working on this point and
our findings are very beneficial for their own research.
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Research Objectives
Primary objectives:
Secondary objectives:
• Find out the location where people mostly observe the billboards
• Do billboards play any role in the sales of Pepsi?
• Which age group is mostly attracted by billboards?
Research Methodology
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To meet our above objectives, the research designed used by us is
quantitative research because we need to get information from large
date. Moreover we want to find out small differences between the
opinions of people. In quantitative research we adopt survey research.
Our objective is to discover the type of billboards which attracts the
people and how these billboards effect their purchasing decision.
Secondary Research
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Prior research has been done on the use and effectiveness of billboards. The
crux of the previous research is as under:
Visibility
Companies use billboards because they provide high visibility to the target
audience; they are easily seen, make a strong impression, and are visible 24
hours a day.
Media Efficiency
From a media-planning standpoint, companies use billboards for their efficiency
in terms of reach, frequency, and cost per thousand exposures.
Local Presence
Aspects of billboard location that influence use include generating awareness in
close proximity to the business, maintaining brand presence, and providing a
“last hit” close to the place of business.
Tangible Response
Producing a tangible consumer response, such as increasing traffic or sales, also
influences a company’s decision to continue using billboards.
• The eight executional factors that are associated with successful billboard
advertising: name identification, location of the billboard, readability, clarity
of the message, use as a tool of integrated marketing communications
(IMC), powerful visuals, clever creative, and information provision have
been identified.
• Visibility and media efficiency are the most important influences on the
decision to continue using billboards. These attributes help billboards to
be noticed and read rather than screened out through the process of
selective perception.
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• The moving billboard i.e. trucks/trailers reveals a lot about the company
image. A good company color scheme, logo or graphics can build image
recognition and speaks volumes about. Quality paint professionally
applied helps trucks look their best, and finishes can help fleets protect
their investment.
• Large format has the potential to reach a wide audience but while the use
of novel effects can create stand-out, it's crucial that the creative is
carefully thought out and well executed. Large format requires an
imaginative, but relevant, response to where it will appear.
Questionnaire Design
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We design a questionnaire by keeping in mind the convenience of our
sample and our objective.
We include both closed and open ended questions in our
questionnaire. In closed ended questions we include dichotomies,
multiple-choice and scale response questions to get the advantage of
all of them.
Then we tried our best to use as clear and easy wording as possible in
our questionnaire. Moreover, through our questions, we tried to
capture the interest of our respondents too.
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Yes
Some general questions
which are easy to
(Warm-ups) answer
Yes/No
No
Yes/No
You buy Pepsi because
of its
a. Taste
b. Advertisement
c. Availability (If choose any of a, b, c
or d) d. Attachment
e. I don’t buy it
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approval we pretest our questionnaire by some of our senior students.
After that for the convenience of our respondents we developed the
questionnaire in both English and Urdu language. The copy of our
questionnaire in both English and Urdu is attached in appendix.
Sampling detail
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The distribution of the sample in attributes of the respondents like gender, age,
Pepsi consumption is given below:
Statistics
Gender of respondent
Cumulative
Frequency Percent Valid Percent Percent
Valid female 44 48.4 48.4 48.4
male 47 51.6 51.6 100.0
Total 91 100.0 100.0
Age of respondent
Valid Cumulative
Frequency Percent Percent Percent
Valid less than
11 12.1 12.1 12.1
16
16-30 66 72.5 72.5 84.6
more
14 15.4 15.4 100.0
than 30
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Total 91 100.0 100.0
Reliability Statistics
Cronbach's
Alpha N of Items
.644 2
The table is showing the result that is 0,644 which mean that our data is reliable.
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Findings
Question-wise Analysis
Question no.1
a). Newspapers
b). Television
c). Billboards
d). Magazines
e). Internet
f). Radio
2.20%
3.30%
8.79% adds most noticed on media
newspaper
telev ision
18.68% billboards
magazines
internet
67.03%
Results
• The media on which most ads are noticed is the television that makes
percentage of 67.03%
• Only 18.68% people watch ads on billboards.
Question no.2
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a). Yes b). No
observed add
16.48% yes
no
83.52%
Results
Question no.3
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40
30
20
C
n
u
o
t
10
0
traffic signals commertial areas road sides other
location of billboards
Results
• The above graph shows the location at which mostly billboards are
observed is the road sides after that is the commercial area and then
traffic signals.
• This shows that billboards are most observable at busy locations.
Question no.4
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50
40
30
C
n
u
o
t
20
10
0
less than10 less than15 less than20 morethan20
billboardswatchinaday
Results
Question no.5
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50
40
30
C
n
u
o
t
20
10
0
less than 5 5-10 more than 10
recalled billboards
Results
• Of these watched billboards most of the people can recall only less than 5
billboards.
• A very few no. of people can recall more than 10 ads.
Question no.6
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billboards play role in purchase
y es
no
48.35%
51.65%
Results
The above graph shows that 51.65% people say that billboards play a role in
there purchase decision.
Question no.7
Please allocate 100 scores among these soft drinks according to the
attractiveness of their billboards. (GIVE HIGHEST SCORE TO THE MOST
ATTRACTIVE & PLEASE RECHECK THE TOTAL)
COKE
PEPSI
SPRITE
7-UP
DEW
FANTA
100
Statistics
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Results
• The above table shows that on average the billboards of Pepsi are most
attractive among people.
• Sprite and coke are close to Pepsi that have the mean 17.46 and 16.77
respectively,
Question no.8
45.05%
54.95%
Results
The above graph shows that 54.95% people can recall the billboards of Pepsi
which makes the majority.
Question no.9
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12.00% attractivene ss of billboa rd of pepsi
y es
no
i dont know
48.00%
40.00%
Results
• 48.00% people have the opinion that billboards of Pepsi are attractive.
• 40% people don’t find it attractive.
Question no.10
a). Taste
b). Advertisements
c). Attachment
d). Availability
e). I don’t buy it
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9.89% reason of buying pepsi
taste
ads
attachment
av ailability
38.46% i dont buy
12.09% 12.09%
Results
Question no.11
79.07%
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Results
The result shows that 79.07% people replied in no while 20.93% have bought
Pepsi by watching its billboard.
Question no.12
50
40
30
C
n
u
o
t
20
10
0
i definitelty like it i probably like it i neither like not i probably i definitely
dislike it dislike it dislike it
bottle shape billboard
Results
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• Majority of respondents are of the opinion that if the billboard of Pepsi is of
bottle shape they will probably like it.
• The chances of likeness are high.
Question no.13
Do you think that the billboard ads should be different from TV ads?
14.29%
different than tv adds
y es
no
85.71%
Results
Above graph shows that 85.71% respondents hold the opinion that billboard ads
should be different from TV adds that makes a huge percentage.
Question no.14
Do you think that the billboards featuring celebrity attract the most?
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5.49% billboards featuring celebrity
y es
no
18.68% i dont know
75.82%
Results
• The graph shows that 75.82% respondents think that billboards of Pepsi
are attractive while 18.68% people replied in negative.
• Only a few percentage doesn’t hold any opinion about it.
Question no.15
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9.89% color of billboa rds
v ery dark
somewhat dark
7.69%
29.67% medium
some what light
v ery light
21.98%
30.77%
Results
Most of the respondents have the common opinion that color of the billboards
should be dark to make them eye-catching.
40
30
20
C
n
u
o
t
10
0
very large large size medium size small size very small size
size of billboards
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Results
Most of the respondents are of the view that size of the billboards should be very
large to make them attractive.
30
25
20
15
C
n
u
o
t
10
0
regular shape some what moderate some what irregular shape
regular irregular
shape of billboards
Results
To make the billboards attractive people hold the opinion that they should be in
somewhat irregular shape.
Question no.16
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50
40
30
C
n
u
o
t
20
10
0
very attractive somewhat somewhat very attractive i dont know
attractive unattractive
embossed bottle on billoard
Results
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Critical Analysis
Count
gender of respondent
female male Total
Pepsi less than 10 25 25 50
consumption in 10-20 13 11 24
a more than 20 1 6 7
Week none 5 5 10
Total 44 47 91
pepsi consumption
25
in a week
less than 10
10-20
more than 20
none
20
15
C
n
u
o
t
10
0
female male
gender of respondent
Results
• According to the data 54% people consume less then 10 bottles in a weak
and gender wise the consumption is almost same between males and
females.
• The consumption between 10-20 bottles is 26% and is more in females as
compared to males.
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• Moreover consumption more than 20 bottles is only 7% and it is more in
males.
• So it means that overall people mostly consume less than 10 bottles in a
weak.
Count
age of respondent Total
less more than
than 16 16-30 30
Pepsi less than 10
consumption 5 33 12 50
in a week
10-20 2 21 1 24
more than
2 5 0 7
20
none 2 7 1 10
Total 11 66 14 91
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age of respondent
40
less than 16
16-30
more than 30
30
20
C
n
u
o
t
10
0
less than 10 10-20 more than 20 none
pepsi consumption in a week
Results
• Pepsi consumption less than 10 bottles in a week is 85% in age more than
30 years, 50% in age 16-30 and 45% in age less than 16 years.
• A Pepsi consumption 10-20 bottle in a week is 32% in age 16-30 years
and very low in other age groups.
• Overall Pepsi consumption is more in age 16-30 years that makes them
the most potential customers.
• This shows that for profit Pepsi should hit the most potential customers in
market Pepsi should make the billboards focus on teenagers and
youngster’s whose age ranging from 16 to 30 years.
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Reason of buying Pepsi *age of respondent *gender of respondent Cross
tabulation
Count
gender of
respondent age of respondent Total
less than more than
16 16-30 30
Female reason of taste
buying 1 14 3 18
Pepsi
ads 1 6 0 7
attachment 1 2 1 4
availability 1 6 3 10
I don’t buy 1 4 0 5
Total 5 32 7 44
Male reason of taste
buying 6 10 1 17
Pepsi
ads 0 4 0 4
attachment 0 4 3 7
availability 0 12 3 15
I don’t buy 0 4 0 4
Total 6 34 7 47
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reason of buying
20
pepsi
taste
ads
attachment
availability
i dont buy
15
10
C
n
u
o
t
0
female male
gender of respondent
reason of buying
25 pepsi
taste
ads
attachment
availability
20 i dont buy
15
C
n
u
o
t
10
0
less than 16 16-30 more than 30
age of respondent
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Results
• According to the data gender wise the reason of buying Pepsi is its taste
and secondly its availability.
• While reason of buying Pepsi because of its advertisement is more in
females them males i.e.16% and 8% respectively.
• Moreover, most of the people of age group less than 16 and 16-30 years
buy Pepsi because of its taste while people of age more than 30 years buy
it because of availability.
• Among these age groups most people of 16-30 years buy Pepsi because
of its advertisement.
Count
bought Pepsi
by watching gender of
billboard respondent Total
female male
Yes age of less than 16
2 1 3
respondent
16-30 6 9 15
more than
0 3 3
30
Total 8 13 21
No age of less than 16
3 5 8
respondent
16-30 26 25 51
more than
7 4 11
30
Total 36 34 70
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gender of
40 respondent
female
male
30
20
C
n
u
o
t
10
0
yes no
bought pepsi by watching billboard
age of respondent
60
less than 16
16-30
more than 30
50
40
30
C
n
u
o
t
20
10
0
yes no
bought pepsi by watching billboard
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Results
• Data shows that 18% of the female and 27%of the male respondents have
bought Pepsi buy watching its billboards.
• 27% respondents of age less than16 years, 23% of 16-30 years and
21%of more than 30 years have bought Pepsi by watching its billboard.
• This shows that may be for once but people have bought Pepsi by
watching its billboard.
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attractiveness of
15
billboard of pepsi
yes
no
i dont know
12
9
C
n
u
o
t
0
female male
gender of respondent
gender of
30
respondent
female
male
25
20
15
C
n
u
o
t
10
0
yes no
recall billboad of pepsi
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Results
• The above data shows that male respondents as compared to the females
can easily recall ads.
• Age wise, almost respondents of all ages can easily recall ads of Pepsi.
Count
attractiveness
of billboard of gender of
Pepsi respondent Total
female male
yes age of less than 16
0 3 3
respondent
16-30 9 10 19
more than
0 2 2
30
Total 9 15 24
no age of 16-30
8 8 16
respondent
more than
2 2 4
30
Total 10 10 20
I don’t age of less than 16
2 1 3
know respondent
16-30 0 2 2
more than
1 0 1
30
Total 3 3 6
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gender of
15
respondent
female
male
12
9
C
n
u
o
t
0
yes no i dont know
attractiveness of billboard of pepsi
age of respondent
20
less than 16
16-30
more than 30
15
10
C
n
u
o
t
0
yes no i dont know
attractiveness of billboard of pepsi
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Results
• The data shows that males find billboards of Pepsi more attractive than
females i.e. 53% and 40% respectively
• 50% respondents of age less than 16 years, 51% of age 16-30 years and
28% of age more than 30 years have opinion that Pepsi billboards are
attractive.
• The shows that people don’t have strong likeness about the billboards of
Pepsi.
Count
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different than tv
60
adds
yes
no
50
40
30
C
n
u
o
t
20
10
0
less than 16 16-30 more than 30
age of respondent
different than tv
40
adds
yes
no
30
20
C
n
u
o
t
10
0
female male
gender of respondent
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Results
• According to the above data majority of both male and females have the
opinion that billboard ads should be different from TV ads.
Count
billboards
featuring gender of
celebrity respondent Total
female male
yes age of less than 16
3 5 8
respondent
16-30 25 24 49
more than
7 5 12
30
Total 35 34 69
no age of less than 16
1 1 2
respondent
16-30 7 7 14
more than
0 1 1
30
Total 8 9 17
I don’t age of less than 16
1 0 1
know respondent
16-30 0 3 3
more than
0 1 1
30
Total 1 4 5
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billboards featuring
50 celebrity
yes
no
i dont know
40
30
C
n
u
o
t
20
10
0
less than 16 16-30 more than 30
age of respondent
billboards featuring
40 celebrity
yes
no
i dont know
30
20
C
n
u
o
t
10
0
female male
gender of respondent
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Results
• According to the above data 72% male and 79% females have opinion
that billboards featuring celebrity looks attractive.
• Furthermore, 74% respondents of age 16-30 years that makes our
potential market hold opinion that billboard featuring celebrity are different.
Moreover 85%of the respondents of age more than 30 have the positive
opinion.
• Overall majority of all ages are in the favor that billboards featuring
celebrity attracts the most.
Count
bottle shape gender of
billboard respondent Total
female male
I definitely age of less than 16
1 1 2
like it respondent
16-30 7 7 14
more than 30 1 3 4
Total 9 11 20
I probably age of less than 16
1 3 4
like it respondent
16-30 12 19 31
more than 30 4 3 7
Total 17 25 42
I neither like age of less than 16
3 1 4
not dislike it respondent
16-30 11 3 14
more than 30 2 0 2
Total 16 4 20
I probably age of less than 16
0 1 1
dislike it respondent
16-30 2 2 4
more than 30 0 1 1
Total 2 4 6
I definitely age of 16-30
3 3
dislike it respondent
Total
3 3
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bottle shape
25 billboard
i definitelty like it
i probably like it
i neither like not
dislike it
20 i probably dislike it
i definitely dislike it
15
C
n
u
o
t
10
0
female male
gender of respondent
bottle shape
billboard
i definitelty like it
i probably like it
30 i neither like not
dislike it
i probably dislike it
i definitely dislike it
20
C
n
u
o
t
10
0
less than 16 16-30 more than 30
age of respondent
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Results
• The above data shows that majority of the respondents both gender and
age wise hold the opinion that they will probably like it.
• The strong opinion that respondents will definitely like it is small but the
dislikness is also very few.
Count
embossed
bottle on gender of
billboard respondent Total
female male
very age of less than 16
2 3 5
attractive respondent
16-30 9 9 18
more than
1 2 3
30
Total 12 14 26
somewhat age of less than 16
2 1 3
attractive respondent
16-30 20 19 39
more than
5 3 8
30
Total 27 23 50
somewhat age of less than 16
1 1 2
unattractive respondent
16-30 2 4 6
more than
0 1 1
30
Total 3 6 9
very age of less than 16
1 1
attractive respondent
16-30 1 1
Total 2 2
I don’t know age of 16-30
1 1 2
respondent
more than
1 1 2
30
Total 2 2 4
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embossed bottle on
30 billoard
very attractive
somewhat
attractive
25 somewhat
unattractive
very attractive
i dont know
20
15
C
n
u
o
t
10
0
female male
gender of respondent
embossed bottle on
40
billoard
very attractive
somewhat
attractive
somewhat
unattractive
very attractive
30
i dont know
20
C
n
u
o
t
10
0
less than 16 16-30 more than 30
age of respondent
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Results
Count
gender of
respondent Total
female male
adds newspaper
most
noticed 2 6 8
on
media
television 29 32 61
billboards 9 8 17
magazines 2 1 3
internet 2 0 2
Total 44 47 91
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adds most noticed
40
on media
newspaper
television
billboards
magazines
internet
30
20
C
n
u
o
t
10
0
female male
gender of respondent
30
C
n
u
o
t
20
10
0
less than 16 16-30 more than 30
age of respondent
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Adds most noticed on media * age of respondent Cross tabulation
Count
age of respondent Total
less more than
than 16 16-30 30
adds newspaper
most
noticed 3 5 0 8
on
media
television 6 46 9 61
billboards 1 12 4 17
magazines 0 2 1 3
internet 1 1 0 2
Total
11 66 14 91
Results
• Age wise 9% respondents less than 16 years, 18% of 16-30 years and
28% of more than 30 years watch billboards.
• Gender wise males and females watch billboards 17% and 20%
respectively.
Count
billboards watch in a day Total
less less than less than more than
than 10 15 20 20
recalled less than
32 9 2 5 48
billboards 5
5-10 13 11 1 4 29
more than
0 7 2 5 14
10
Total 45 27 5 14 91
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Results
• The above data shows that 45 out of 91 respondents are exposed to less
than 10 billboards and 71% respondents can recall only less than 5
billboards.
• Moreover 27 out of 91 watches less than 15 billboards and 33% can recall
less than 5, 44% can recall 5-10 billboards and only 25% can recall more
than 10 billboards.
• It means that majority watches ads less than 10 and then can recall very
few ads.
color of billboards
14
very dark
somewhat dark
medium
12 some what light
very light
10
8
C
n
u
o
t
0
female male
gender of respondent
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color of billboards
20
very dark
somewhat dark
medium
some what light
very light
15
10
C
n
u
o
t
0
less than 16 16-30 more than 30
age of respondent
Results
• Both males and females are of the opinion that dark color billboards attract
the most.
• Age group less than 16 years is of the view that dark colors make
billboards more attractive while age group16-30 years and more than 30
years think that very dark color billboards attract the most.
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Cross tabulation of age, gender and size of billboards
size of billboards
20
very large
large size
medium size
small size
very small size
15
10
C
n
u
o
t
0
female male
gender of respondent
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size of billboards
25
very large
large size
medium size
small size
very small size
20
15
C
n
u
o
t
10
0
less than 16 16-30 more than 30
age of respondent
Results
Both gender and age wise respondents have mixed results and hold the opinion
that size of the attractive billboards should be medium to very large.
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Cross tabulation of age, gender and shape of billboards
shape of billboards
25
regular shape
some what regular
moderate
some what
irregular
20 irregular shape
15
C
n
u
o
t
10
0
less than16 16-30 morethan30
age of respondent
shape of billboards
20
regular shape
some what regular
moderate
some what
irregular
irregular shape
15
10
C
n
u
o
t
0
female male
gender of respondent
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Results
• Respondents of less than 16 years of age hold the opinion that attractive
billboards should have somewhat regular shape.
• Furthermore, age groups 16-30 years and more than 30 years think that
somewhat irregular shape can make billboards more attractive.
• Gender wise male think that some what irregular shape billboards attract
most while female have mixed opinion.
Report
age of Score Score Score Score score score
respondent coke Pepsi sprite 7up dew fanta
less than Mean
16.36 20.45 16.55 11.55 15.91 10.09
16
N 11 11 11 11 11 11
Std. 10.26
13.685 10.162 7.090 10.445 7.355
Deviation 9
16-30 Mean 17.74 19.30 16.70 14.48 14.92 13.52
N 66 66 66 66 66 66
Std. 13.07
14.393 11.024 12.896 11.866 12.297
Deviation 8
more than Mean
12.50 20.00 21.79 18.21 12.86 15.36
30
N 14 14 14 14 14 14
Std.
4.703 12.403 11.199 9.325 8.926 7.712
Deviation
Total Mean 16.77 19.55 17.46 14.70 14.73 13.38
N 91 91 91 91 91 91
Std. 11.91
13.886 10.991 11.893 11.228 11.214
Deviation 6
Results
• The above table shows that the age less than 16 years has the greatest
mean then age more than 30 years and last is the age 16-30 years i.e.
20.45, 20.00 and 19.30 respectively.
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• As coke and sprite has close averages to the Pepsi. Pepsi should take
serious measures to make a clear difference between Pepsi and other
brands billboards.
Report
gender of Score Score Score Score Score Score
respondent coke Pepsi sprite 7up dew fanta
female Mean 16.43 18.18 16.75 15.50 15.66 12.14
N 44 44 44 44 44 44
Std.
10.319 13.722 10.482 14.636 12.438 9.072
Deviation
male Mean 17.09 20.83 18.13 13.96 13.85 14.55
N 47 47 47 47 47 47
Std.
13.343 14.064 11.521 8.678 10.022 12.892
Deviation
Total Mean 16.77 19.55 17.46 14.70 14.73 13.38
N 91 91 91 91 91 91
Std.
11.916 13.886 10.991 11.893 11.228 11.214
Deviation
Results
The above table shows that the average likeness about the billboards of Pepsi is
more in males as compared to females.
Surprising findings
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We asked the following question in the questionnaire
48.35%
51.65%
Results
The above graph shows that 51.65% people say that billboards play a role in
there purchase decision.
This that the billboards play a crucial role in the purchase decision of people.
Conclusion
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The purpose of this project was to find out the current marketing problem of any
firm and then conduct a research, present the findings that will be helpful in
decision making. We did our research on the marketing problem of PepsiCo that
how to make billboards more appealing. By keeping in view the purpose of this
research we defined some primary and secondary objectives. In order to conduct
the research we adopted the survey research method. We chose questionnaire
as a data collection device and probability sampling as a sampling plan.
After collecting the data we analyzed it and made some conclusions based on
findings. We have found that TV advertisement is most noticeable by the people.
A small no. of people observe billboards and a very few no. can remember not
more than 5 billboards.
In our analysis we had a very interesting finding that for majority of the people,
billboards play a vital role in their purchase decision.
Overall the Pepsi consumption is more in teenagers and youngster that makes
the most potential customers .Mostly people buy Pepsi because of its taste and
availability .But advertisement is also another reason of buying Pepsi and this
attitude is more common in youngsters. Although may be for once or more
people have bought Pepsi by watching its billboards that makes a very low
percentage but billboards does play a role in buying.
People have mixed results about the attractiveness of Pepsi billboards. This
shows that people don’t have strong likeness about the billboards of Pepsi and
the Pepsi need to do serious work on that to make there billboards more eye-
catching. Furthermore when Pepsi is compared with other soft drink brands
billboards it is concluded that people find existing Pepsi billboards more
appealing among all other soft drink brands’ billboards. The teenagers has the
greatest likeness about existing Pepsi billboards then age more than 30 years
and last is the youngsters. But the likeness of the people for coke and sprite
billboards lies very close to it.
Moreover, billboards ads should be different from TV ads to make them more
attractive. People of all ages are more likely to get attracted by the billboards on
which celebrities have been introduced.
Other than typical rectangular shape billboards, people are more likely to be
attracted by other shapes. People have been asked about some designs of Pepsi
billboards that are bottle shape billboard or billboard with an embossed Pepsi
bottle and we get the positive replies of the people. The strong opinion that
people will definitely like it is small but the dislikness is also very few.
Furthermore, billboards with dark colors, medium to large size and somewhat
irregular shapes can attract attention of people and remind them that Pepsi is
there.
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Recommendations
• Try to use same irregular shape for billboards other than typical
rectangular shape billboards as people feel it more attractive.
• Mostly the people of age less then thirty are more enthusiastic
by billboards so Pepsi should design its billboards by keeping this
fact in mind.
Research Limitations
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Following are the limitations which we face in conducting the research:
Appendix
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We are students of BBA in GIFT University and we are
conducting a research to find out the ways of making
attractive billboards. For this regard, we need your prestigious
opinion.
a). Newspapers
b). Television
c). Billboards
d). Magazines
e). Internet
f). Radio
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7. Do ads on billboards play any role in your purchasing decisions?
8. Please allocate 100 scores among these soft drinks according to the
attractiveness of their billboards. (GIVE HIGHEST SCORE TO THE MOST
ATTRACTIVE & PLEASE RECHECK THE TOTAL)
COKE
PEPSI
SPRITE
7-UP
DEW
FANTA
100
9. Can you recall any billboard of Pepsi?
14. Do you think that the billboard ads should be different from TV
ads?
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a). Yes b). No
19. What else Pepsi can do for outdoor advertisement other than
playing billboards?
The following are some personal questions about you that will be
used for statistical purposes only. Your answers will be held in the
strictest confidence.
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o 10-20
o More than 20
o None
Cycle of PEPSI
Exhibit 1
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Hierarchy of PEPSI (Gujranwala)
Director
CEOs
Bibliography
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Journal of Advertising, vol. 35, no. 4 (Winter 2006), pp. 21–34.
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