Tuesday, November 5, 2013
Project on Comparison of Advertising strategies between Coca cola and Pepsi cola
We know that advertising is the tool used by
most of the companies and other organizations to promote their goods and
services to the people. The ultimate
objectives of advertising are to increase sales by showing these goods and
services in a positive light. In other words we can say that advertising is
designed to make an impression on its audience. Sometimes an ad only has a few
moments to grab the audience, s.
About Advertising strategies
Every day when
we watch TV or read the newspaper, we come across advertisements. Advertising persuades people to buy a certain
product. It brings goods to the attention of consumers. If we think about time
of advertising, we can say the best times for commercials are the times at
which people wait for something special like the news or sports. At these times
advertising can be very successful, but it is also very expensive.
What this project is all about and rational of this study
As I have wrote above, advertising is playing
dramatically role to increase any company sales as well as capturing more and
more customers. This study is decided to examine and investigate the Coca Coal
and Pepsi Cola advertising strategies. Both are the big competitors and
attracting their customers through adopting effective advertisement strategies
and planning. In this study, we will try to find out consumers perception
towards both companies advertisement as well as will try to dig out which media
tool is more effective to attract the customers. Hence this study has selected
mentioned company for analysis and comparison.
Project Back ground
The study is going to conduct over the topic
comparison of advertising strategies of Coca cola and Pepsi Cola in order to
know which company has effective advertising strategies. The secondary aim of
this research is to find out the consumers perception towards both companies
advertising strategies and how consumers think about their company campaign. In
order to prove and access all about statement and views of the consumers, hence
data will be collect from the both companies’ consumers through using
questionnaires. An appropriate sample will be select to gain the data from the
consumers.
Types of advertising strategies
In fact Advertisement
is an encapsulated communication about a product (good/services), a clearly
designed, concise, aesthetically appealing and content-wise accurate communiqué
intended to effectively persuade the target audience(viewers/listeners/readers)
to arrive at a decision as desired by the advertiser often concerning the
product (goods/service). Usually the aim of an advertisement is to increase the
sales of a product introduced into the market. Various authors has defined the
advertisement differently manners. The non-personal communication of
information usually paid for & usually persuasive in nature, about products
(goods & services) or ideas by identified sponsor through various media. (Arens,
Wei gold, Arens 2010)
Any paid form of
non-personal presentation and promotion of ideas, goods or services by an
identified sponsor. (Kotler et al., 2006).
Importance of advertising
Virtually any
medium can be used for advertising. Commercial advertising media can include
wall paintings, billboards, street furniture components, printed flyers and
rack cards, radio, cinema and television adverts, web banners, mobile telephone
screens, shopping carts, web popups, skywriting, bus stop benches, human
billboards, magazines, newspapers, town criers, sides of buses, banners
attached to or sides of airplanes ("logojets"), in-flight
advertisements on seatback tray tables or overhead storage bins, taxicab doors,
roof mounts and passenger screens, musical stage shows, subway platforms and
trains, elastic bands on disposable diapers,doors of bathroom stalls,stickers
on apples in supermarkets, shopping cart handles (grabertising), the opening
section of streaming audio and video, posters, and the backs of event tickets
and supermarket receipts. Any place an "identified" sponsor pays to
deliver their message through a medium is advertising.
Project Proceeding
Chapter #1
1.1 Introduction of the project
1.2 Background of the project
1.3 Company’s introduction
1.4 List of competitors
1.5 Objectives of the project
1.6 Significance of the project
Chapter #2
2.1 Marketing mix of Coca
Cola
2.2 Market segmentation
strategies of Coca Cola
2.3 Target marketing
strategies of Coca Cola
2.4 Advertising objectives
of Coca Cola
2.5 Message strategy of Coca Cola
2.6 Message execution of Coca Cola
2.7 Reach, frequency and impact
2.8 Major media types used by the company
2.9 Specific media vehicles (such as TV. Radio etc)
used by the company
2.10 Media timing used by the company’s
advertisement.
Chapter #3
Introduction of Pepsi Cola
3.2 Marketing mix of Pepsi Cola
3.3 Market segmentation strategies of Pepsi Cola
3.4 Target
marketing strategies of Pepsi Cola
3.5 Advertising objectives of Pepsi Cola
3.6 Message strategy of Pepsi Cola
3.7 Message execution by Pepsi Cola
3.8 Reach, frequency and impact
3.9 Major media types
3.10 Specific media vehicles (such as TV. Radio etc)
3.11 Media
timing used by Pepsi Cola.
Chapter #4
.1 Data collection sources
4.1.1 Primary sources
4.1.2 Secondary sources
4.2 Data collection tools
4.3 Sampling
4.3.1 Sample size
4.3.2 Sampling technique
Projects on Advertising strategies of Coca cola and Pepsi cola are available.
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Author: Mohammad
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