Professional Documents
Culture Documents
Preference Towards
Soft drink in (Ludhiana city)
INTRODUCTION
The size of the Indian food processing industry is around $ 65.6 billion,
including $20.6 billion of value added products. Of this, beverage
industry is valued at $230 million; bread and biscuits at$1.7 billion;
chocolates at $73 million and ice creams at $188 million.
The size of the semi-processed/ready-to-eat food segment is over $1.1
billion. Large biscuits &confectionery units, Soya processing units and
starch/glucose/ producing units have also come up, catering to domestic
and international markets.
The three largest consumed categories of packaged foods are packed tea,
biscuits and soft drinks. The Indian beverage industry faces over supply
in segments like coffee and tea. However, more than half of this is
available in unpacked or loose form. Indian hot beverage market is a tea
dominant market. Consumers in different parts of the country have
heterogeneous tastes. Dust tea is popular in southern India, while loose
tea in preferred in western India. The urban-rural split of the tea market
was 51:49 in 2000. Coffee is consumed largely in the southern states.
The size of the total packaged coffee market is 19,600 tones or $87
million.
The (carbonated beverages and juices) market is estimated at 284
million crates a year or $1 billion. The market is highly seasonal in
nature with consumption varying from 25million crates per month
during peak season to 15 million during off-season. The market is
predominantly urban with 25 per cent contribution from rural areas.
Coca cola and Pepsi domain
Two global majors’ Pepsi and Coke dominate the soft drink market.
NCAER survey says 91% of soft drink in the country is in the lower,
lower middle and upper middle class people.
The market is worth around Rs.5000 crore with growth rate of around
10-15%.
The production as soft drinks has increased from 5670 million bottles in
1998-99 to 9783
million bottles in 2000-2008 industry source
ADVERTISING
The word advertising originates from a Latin word advertise, which
means to turn to. The dictionary meaning of the term is
“to give public notice or to announce publicly”. Advertising may be
defined as the process of buying sponsor-identified space media
space or time in order to promote a product or an idea.
The American Marketing Association, Chicago, has defined advertising
as “any form of non-personal presentation
or promotion of ideas, goods or services, by an sponsor.
dvertising is targeted messages that communicate information from a
company to individual and groups of consumers. This medium allows
companies to draw consumers to the company's goods and services. In
can also influence consumer buying behavior, which helps companies
increase sales revenue.
Information in Advertising
MEDIUM OF ADVERTISING
ADVERTISING OBJECTIBES
Each advertisement is a specific communication that must be effective,
not just for one customer, but for many target buyers. This means that
specific objectives should be set for each particular advertisement
campaign. Advertising is a form of promotion and like a promotion; the
objectives of advertising should be specific. This requires that the target
consumers should be specifically identified and that the effect which
advertising is intended to have upon the consumer should be considered
it.
REVIEW OF LITERARTURE
Generally, advertising is a relatively low-cost method of conveying
selling messages to numerous prospective customers. It can secure leads
for salesmen and middlemen by convincing readers to request more
information and by identifying outlets handling the product. It can force
middlemen to stock the product by building consumer interest. It can
help train dealers salesmen in product uses and applications. It can build
dealer and consumer confidence in the company and its products by
building similarity.
Advertising is more than a tool for selling foods and services. It has one
overriding task, to position a brand in the prospectus perception or
perceptual space in relation to competitors, so as to created
distinctiveness and preference.
To formulate the problem scientifically, and to point out the importance
of undertaking this study, it is essential to present a brief review of
Researches undertaking in this area. Although the review involved a
large number of studies only a few studies which have a direct and
indirect bearing in the present study have been reviewed
Review of literature : 1
.
:Investigated the different advertisement effects on the purchase
behavior of
consumers of high loyalty increase brand and product purchase when
advertisement for that brand increases, little switching occurs from
competitive brands into the advertised brands. Effect of increased
advertising carry over a few months after that advertising is lowered
back to normal levels.
He stressed the role of involvement in Advertisement effectiveness. He
observed that
the undergraduates express their attitudes about a product after being
exposed to a magazine advertisement under condition of either high/low
product involvement. The advertisement contain edei ther strong or
weak arguments for the product and featured either prominentsports
celebrities orany citizen or endorser. The manipulation of argument
quality had a greater impact of attitudesunder high than low
involvement, but manipulation of endorser had greater impact under low
thanhigh involvement. These findings were consistent with the views
that there are two relatively distinctive routes to persuasion
REVIEW OF LITERATURE
. NO:2
Review of literature no 3
KARALI(1989)
Review of Literature No 5
Biel and Bridgewater
.
Review of literature no 8
Menon
:In an article titled “the comparative advantage” has written that compar
advertising which directly or indirectly compares a product with a
competitor to show the advertised products advantage has been prevalent
in Industry for many years. But in exciting scenario, where new brands
in parallel category are springing up at a rapid rate, this kind of
advertisement is gaining momentum. Most prominent among these have
been Pepsi and Captain Cook companies. Although comparative
advertising is not prohibited in our country, it has been severely stymied
by string ant rules set by DD with the satellite channels coming in, this
may not be a hindrance any longer. Even governing bodies like ASCI
(Advertising Society Council of India) may not be in a position to check
the tide with the product category getting overwhelmed and players
fighting for respectable market share.
REFERNCES
Text books
Business Research Methods
Journal:
1. UNNAVA and BRUNKRANT 1991
2. MENON 1994
INTERNET:
The COCA COLA COMPANY
1. www.coco-colaindia.com/
2. www.coke.com.au/about
3. www.Coca-colaindiaWikipedia.org