Mkt Research-pepsi

8/13/2019 Mkt Research-pepsi

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MKT 301

Marketing Research

Pepsi Corporation

Advertising Campaign for PEPSI

Ramadan 00!

"PepsiCo#s responsi$i%it& is to contin'a%%& improve a%%aspects of the (or%d in (hich (e operate ) environment* socia%*

economic ) creating a $etter tomorro( than toda&+"

Presented $&,

-arah Mahmo'd

Is%am Ashraf

Mona A%aa

.omna Sherif

Presented to,

/r+ Ahmed honeim

TA+ e$a Sa%em


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Ta$%e of Content

I+ 2ackgro'nd++ 4567+

II+ Marketing Research 4!5 687+

Tasks invo%ved+ 495:7+

1+ Pro$%em /efinition++ 4107+

a+ Management /ecision Pro$%em 4107+

$+ Marketing Research Pro$%em+++ 4107+

+ Approach to the pro$%em 4105117+

a+ Research ;$'enc& Ta$%e++ 413507+

$+ raphs++ 415387+

9+ Report Preparation and Presentation+++ 43:567+

a+ Conc%'sion 43:5607+

$+ Recommendation+ 4605617+

III+ Appendi? 465687

1+ @'estionnaire Samp%e+ 465667+

+ Coding++ 46!5687+

I+ Reference 46:7+

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Pepsi

Pepsi

Caffeine -ree Pepsi

/iet Pepsi

Caffeine -ree /iet Pepsi

/iet Pepsi Ma?

Ba== /iet Pepsi

/iet Pepsi ime

/iet Pepsi ani%%a

Pepsi Di%d Cherr&

/iet Pepsi Di%d Cherr&

Pepsi ;E

Sierra Mist

Sierra Mist

/iet Sierra Mist

Sierra Mist Cran$err&Sp%ash

Sierra Mist -ree

Cran$err& Sp%ash

Tropicana

Tropicana %emonade and

p'nches

Tropicana ight

%emonade and p'nches

Tropicana T(ister sodas

Ocean Spray (License)

;cean Spra& 'afina

A>'afina -%avorSp%ash

A>'afina Spark%ing

Starbucks (Partnersip)

-rapp'ccino read&5to5

drink coffee

Star$'cks /o'$%eshot

Star$'cks /o'$%eshot

Energ&

Star$'cks Iced Coffee

Mug !oot Beer

M'g Root 2eer

/iet M'g Root 2eer

M'g Cream Soda

/iet M'g Cream Soda

"o #ear

o -ear

o -ear Mother%oad

S'gar -ree o -ear

Mother%oad

Do$e (License)

/o%e


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istor&

In 1962, the Pepsi-Cola Company established a corporate foundation that marked thebeginning of the Pepsi-Cola !hree years later in 196", the Pepsi-Cola Company merged#ith $rito-%ay and officially changed the name of its corporate foundation to PepsiCo$oundation In the 19&'(s, PepsiCo $oundation e)panded its funding to support fitnesseducation for youth, and in 199&, PepsiCo became the first corporation to become a*ission +ponsor of the *C of the .+

+ince then, PepsiCo and PepsiCo $oundation ha/e funded numerous initiati/espromoting more acti/e lifestyles as #ell as educating consumers about making smarterdietary choices !he key principle behind all of these efforts has been, and still is,balancing both the nutritional side of the energy balance e0uation #ith the physical sideIn recent years, the $oundation has e)panded its grant making to the global communityand e/ol/ed its goals to best reflect the needs of underser/ed populations

oa%

!here goal is to offer consumers a range of products that deli/er great taste, nutritional/alue, con/enience and affordability s they are committed to playing a responsible rolein health and #ellness by encouraging people to adopt healthy, acti/e lifestyles beginning #ith the products #e offer

Sa%es and Income /ata,

Pepsi,

Sa%es and income data* in

&i$$ions006 00! 009 00F

et sa%es J:*91 J3*!9 J3!*13F J3:*6F6

et income 4profits7 J6*1 J6*0F8 J!*96 J!*9!8

;perating Income J!*!: J!*: J9*63: JF*1F0

;perating Margin 18+0 18+ 18+3 16+0

Coca5Co%a,

Sa%es and income data*

in &i$$ions006 00! 009 00F 008

et sales 21,452 23,1'5 25,'&& 2&,&"4 31,955

et income profits7 5,&54 5,&42 ",'&' ",9&1 ",&'4

.nits sold, in billions 19& 2'6 215 224 234

Strateg&,

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strategy is measured by its effecti/eness rather than its efficiency in processing theen/ironment and designing plans to fit bet#een the organi8ation, its resources andobecti/es #ithin the en/ironment it operate *ore specifically a marketing strategy is aplan to satisfy customers( #ants and needs, and in the process facilitate the achie/ement

of organi8ational goals n effecti/e marketing strategy #ould be one that finds different#ays to satisfy the customers that its competitors cannot

Coke vs+ Pepsi,

$or decades no#, Coke and Pepsi ha/e battled for our hearts and minds but #hatabout our capital: ;hich company #ill add the best fla/or to your in/estment portfolio:lthough both companies share po#erful brand names and global franchises, there aret#o important distinctions bet#een PepsiCo and Coca-Cola that any in/estor shouldconsider before choosing bet#een these comestible titanss e)tensi/e portfolio of be/erages, foods andsnacks puts it in a better position from the trend to healthier eating

The compan&Ls strateg& for competitors as stated $& prod'cer manager of PepsiMr+ Sherif -arid,

Most of o'r strategies are i%%ega% $& the $riefs and the s'pp%iers+ In addition* a%%

the ideas $ro'ght $& Coca5Co%a are 'sed as an opport'nit& for Pepsi+

II7 Marketing Research Process,

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Steps,

!asks In/ol/ed

1 Problem definition

2 Ae/elopment of an approach to the problem

3 Besearch design formulation

5 $ield#ork - data collection

" Aata preparation analysis

6 Beport preparation and presentation

Tasks invo%ved,

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In order to clearly understand and define the problem, an inter/ie# #as conducted#ith the production manager of Pepsi *r +herif $arid !hrough out this meeting theinter/ie#ee identified all the surroundings of the problem !he follo#ing con/ersationtook place

@'estion 1,

Intervie(er, s a production manager #e #ould like you to introduce all the elementse)isting in the process of designing an ad and bringing it to the end users

Intervie(ee,n ad consists of clientD PepsiD #ho usually consult an agency EFFA@D#hich is di/ided into client ser/icing, creati/e, production and media, and planning

@'estion ,

Intervie(er, Aid the campaign manage to increase sales during 2''" and if not #hy doyou think this campaign had not created its competiti/e edge:

Intervie(ee,$irst of all, an ad e0uals an obecti/eG an obecti/e creates the concept,through the concept #e deli/er a message If the obecti/e from the beginning #as notpromoting parallel #ith the ad the campaign #ill e/entually fail !here #ere t#o maorindicators< sales that actually decreased and the 0uestionnaire that #as done to get thepeople>s feedback #ere not good as the maority of people did not understand $anoosBamadan series and others did not like it

@'estion 3,

Intervie(er,;hat #as the obecti/e of this campaign:

Intervie(ee,!he obecti/e from the campaign is to merge Pepsi in Bamadan>s gatheringEPepsi is part of BamadanD to achie/e this obecti/e #e created a concept and creati/e toenhance Pepsi in Bamadan

@'estion 6,

Intervie(er,+o you basically #anted to increase Pepsi>s gro#th rate in the marketduring Bamadan by introducing such a campaign to increase you sales

Intervie(ee,Pepsi>s sales decreases dramatically during Bamadan due to the decrease inconsumption accordingly Pepsi loses 1H5 of its market share this period

@'estion !,

Intervie(er,o# Pepsi acted to deli/er the obecti/e:

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Intervie(ee,s 4up is al#ays #ith you in the meal time, Pepsi is al#ays #ith you inBamadan +o #e created a campaign #ith different series E $anoos BamadanD first #asPepsi on EIftarD +econd, #as #hile you are #atching !J !hird #hile you are ha/ingyour E+o4oorD In addition, it should take part on the table same as the other drinks as

E?arkadaD, E!amrihandiD, and Emaar Kl AinD

@'estion 9,

Intervie(er


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Intervie(er,;ho is responsible for the creati/e:

Intervie(ee, d/ertising agency FFA@

@'estion 11,

Intervie(er,o# long ha/e you been #ith FFA@

Intervie(ee, 2' years

@'estion 1,

Intervie(er,a/e you been facing problems #ith FFA@ concerning other creati/e:

Intervie(ee,es, lately !here #ere unclearness and Pepsi>s creati/e in the last fi/eyears #ere becoming less interesting

@'estion 13,

Intervie(er,re you #illing to change your agency:

Intervie(ee,o, because this is an international ad/ertising and branding agency forPepsi #orld #ide

@'estion 16,

Intervie(er,re you #illing to increase the contractual payment for FFA@ so they canget you better offer:

Intervie(ee,It is not about the moneyG FFA@ takes 1"= agency commission on anyproduction for Pepsi

@'estion 1!,

Intervie(er,re you facing any other problems #ith the agency rather than thecreati/e:

Intervie(ee,@, they ha/e great client ser/icing, media planning, researches, and groupstudies

@'estion 19,

Intervie(er,Is it possible for you to go to the agency and monitor the problem #ith thecreati/e department and hire senior creator or handling the creati/e through a free lancer

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creator director:

Intervie(ee,!hat #ould be a great idea but under one condition that I find the rightpeople #ho can #ork loyally #ith Pepsi accordingly I must do a great research

@'estion 1F,

Intervie(er,@ur ob is to e/aluate your alternati/e, suggest your alternati/e and finallyalong #ith you and the company take the best alternati/e course of action: $irst thing #e#ould like to take your acceptance of /isiting the agency and checking the 0uality of#ork:

Intervie(ee,es, definitely I #ould recommend such a step

1+ Pro$%em /efinition,

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Pepsi is facing a decline in sales during Bamadan and this decline take place afterBamadan for couple of months

Management /ecision Pro$%em,

Sho'%d (e change Pepsi -ano's Ramadan campaign from the coming onRamadanN

Marketing Research Pro$%em,

Eva%'ate Pepsi#s Ramadan advertising campaign effectiveness+

+ /eve%opment of an approach to the pro$%em,

Research ;$


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hypotheses #ill be done by our team members as #ell as gathered mostly throughinter/ie#s !argeted sector of the social plate #ill be the normal middle le/el incomefamilies of the Kgyptian society, specifically young aged youth ranging from fifteen yearspassing by thirties !his is because out of the #hole segment it(s these #ho had thehighest fre0uency of consumption of our product

&pothesis aria$%es /ata T&pe

!J commercials grabbed /eryhigh attention

Consumer attention, !Jcommercials

Primary

!he higher the intensi/edistribution, the higher targetedmarket is reached

/ailability of Pepsi, reach ability ofthe target market

Primary

!he more consumer preferenceto the ad, the more the purchase

Consumer Preference, Consumerconsumption

Primary

!he clearer the content of thecreati/e, the greater thecomprehension of the ad

Content, acceptance Primary, secondary

3+ Research /esign,

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It is a conclusi/e researchG it #ill help us to test the hypotheses and e)aminerelationships

descripti/e research as #e are trying to e/aluate the effecti/eness of thepromotion acti/itiesG ads, billboards, radios and !J commercials during Bamadanand its effect on sales

@ur research #ill also in/estigate the problem #ith Pepsi>s ad/ertising agency indesigning the creati/e of the ad

single cross sectional design as #e do only ha/e one sample of respondents andinformation obtained from this sample once

Single Cross-SectionalDesign

Multiple Cross-SectionalDesign

Research Design

Conclusive

ResearchDesign

Exploratory

ResearchDesign

DescriptiveResearch

CausalResearch

Cross-SectionalDesign

LongitudinalDesign

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6+ -ie%d Dork and /ata Ana%&sis,

Target Respondents, Ad'%ts and teens+

-rom the age 19 and a$ove the age 30+

Samp%e si=e, ;'r Convenient samp%e is %arge and representative+

Inc%'ding 100 respondents (ithin the A* 2* and C c%ass+ -rom

MSA st'dents* other st'dents from different 'niversities* teenagers from

the age 13 to 18 se%ected from different schoo%s+ Dorkers from high

ranking positions and others+ Concerning the C c%ass (ere from p'$%ic

'niversities+

!+ /ata Preparation and Ana%&sis,

-re>'enc& Ta$%es,

@'estion 1,

Age,

Age -re>'enc& Percentage16-2' "& "&=21-2" 26 26=

26-3' 9 9=

bo/e 3' 4 4=

!otal 1'' 1''=

ender,

ender -re>'enc& Percentage*ale 36 3"=

$emale 65 6"=

!otal 1'' 1''=

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@'estion ,

Preferred Soft /rink,

2rand -re>'enc& PercentagePepsi 46 46=

Coca-Cola 25 25=

!otal 1'' 1''=

Reason,

Reason -re>'enc& Percentage

Package 3 3=/ailability 2 2=

Luality && &&=

d/ertisement 4 4=

!otal 1'' 1''=

@'estion 3,

Perception of PepsiLs advertisements,

;pinion -re>'enc& Percentage+trongly Aislike 5 5=

Aislike 3 3=

eutral 2& 2&=

%ike 35 35=

+trongly %ike 31 31=

!otal 1'' 1''

@'estion 6,

ast Ad to reca%% for Pepsi,

Ad -re>'enc& Percentagemr Aiab 6' 6'=

hmed elmy 14 14=

@ther 23 23=

!otal 1'' 1''=

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@'estion !,

Ads effect on &o'r desire of drinking Pepsi,

Ans(er -re>'enc& Percentageo 69 69=es, positi/ely 2& 2&=

es, negati/ely 3 3=

!otal 1'' 1''=

@'estion 9,

/ai%& cons'mption of Pepsi,

Ans(ers -re>'enc& PercentageBarely 39 5'2'61&6=1 to 3 52 5329&969=

5 to 4 15 1553299=

& to 1' 2 2'61&""4=

*ore than 1' ' '=

!otal 94 1''=

@'estion F,

Cons'mption in Ramadan,

Ans(ers -re>'enc& Percentage!he same 3" 36'&2545=

o consumption 1" 1"56391&=

Partly decreases 22 226&'512=

Increases 2" 2"443196=

!otal 94 1''=

@'estion 8,

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ast reca%%a$%e Ramadan Commercia%,

Ans(ers -re>'enc& Percentage

mr Aiab 2 2'61&""4=hmed elmy 44 493&1553=

@thers 1& 1&""64'1=

!otal 94 1''=

@'estion :,

-ano's Ramadan campaign opinions,

Ans(ers -re>'enc& Percentage!he idea of celebrities #as /erygood 2& 2&&6"949=

ou didn>t get the message of thead 2& 2&&6"949=

ou think the ad #as too long 19 19"&4629=

ou e)pected a different end for thead 22 226&'512=

!otal 94 1''=

@'estion 10,

Effect of Karim A$d E% A=i= Ramadan ad,

Ans(er -re>'enc& Percentage;as more creati/e 31 31=

Aeli/ered the message 35 35=

ffected the consumption 1& 1&=

o effect 1" 1"=

Aecreased the consumption 2 2=

!otal 1'' 1''=

@'estion 11,

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The most remem$er a$%e Ad d'ring Ramadan,

Ans(er -re>'enc& PercentagePepsi 55 55=

Coca-Cola "6 ""=

Preferred ad,

Ans(er -re>'enc& Percentagemr Aiab 5 5=

hemd elmy 21 21=

?arim bdel-8i8 39 39=

@ther 36 36=

!otal 1'' 1''=

@'estion 1,

Creativit&,

Priorit& -re>'enc& Percentage1 "3 "3=

2 25 25=

3 16 16=

5 " "=

" 2 2=!otal 1'' 1''=

2rand,

Priorit& -re>'enc& Percentage1 15 15=

2 1& 1&=

3 24 24=

5 25 25=

" 14 14=!otal 1'' 1''=

Idea of de%ivering the message,

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2 39 39=

3 1& 1&=

5 1" 1"=

" 11 11=!otal 1'' 1''=

-re>'enc& of the ad,

Priorit& -re>'enc& Percentage1 1" 1"=

2 9 9=

3 2" 2"=

5 26 26=

" 2" 2"=!otal 1'' 1''=

ogica% reason,


2 1' 1'=

3 15 15=

5 29 29=

" 5" 5"=!otal 1'' 1''=

@'estion 13,

Ce%e$rities chosen,


Coca-Cola 24 24=

!otal 1'' 1''=


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Coca-Cola 66 66=

!otal 1'' 1''=

Content,

Ans(er -re>'enc& PercentagePepsi "4 "4=

Coca-Cola 53 53=

!otal 1'' 1''=

E?pos're,

Ans(er -re>'enc& PercentagePepsi 6& 6&=

Coca-Cola 32 32=

!otal 1'' 1''=

Satisfaction,

Ans(er -re>'enc& PercentagePepsi 6" 6"=

Coca-Cola 3" 3"=

!otal 1'' 1''=

@'estion 16,

Interesting -actor in PepsiLs ads,

Ans(ers -re>'enc& PercentageChoice of celebrities 66 66=

Content 1& 1&=

Idea of deli/ering themessage 11 11=

@ther " "=!otal 1'' 1''=

-actors to $e changed in PepsiLs ads,

Ans(ers -re>'enc& Percentage

2'


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Choice of celebrities 6 6=

Content 31 31=

Idea of deli/ering themessage "3 "3=

@ther 1' 1'=

!otal 1'' 1''=

raphs,

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@'estion 1

Age,

16-20

58%21-25

26%

26-30

9%

Above 30

7%

16-20

21-25

26-30

Above 30

!he maority of our sample lies bet#een the ages 16-2" representing &5=, #hereasthe rest of them are bet#een the age 26 and abo/e 3'

ender,

It is sho#n in the chart that most of our respondents are female representing 65=

and the rest are males, this doe not indicate that female do like soft drinks more thanmales

@'estion ,

Preferred soft drink,

22

Male

36%

Female

64%

Male

Female


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@nly 25= of our sample does prefer Coca Cola than Pepsi and 46 = prefer Pepsi

Reason,

;e found out that the main reason behind their choice of Pepsi #as mainly because of its0ualityG &&= of the respondents chose 0uality

@'estion 3,

Perception of PepsiLs advertisements,

3% 2%

88%

%

!ac"age #vaila$ility uality #dvertise&ent

23

'%

2(%

!epsi Coca-Cola


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6"= of the respondents do like Pepsi>s ads, and only 4= disliked the ads

@'estion 6,

Strongly Disli"e

(% Disli"e3%

)eutral28%

Li"e3(%

Strongly Li"e3*%

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ast ad to reca%%,

90 of o'r se%ected target remem$ered Amr /ia$Ls ad than the other

ce%e$rities+

@'estion !,

'+%

*% 23%

#&r Dia$ #h&ed ,el&y ther

2"


26/50

Ads effect on &o'r desire of drinking Pepsi,

;e disco/ered that ads is one of the main reasons that affects people>s consumption ofPepsi and that 69= of our sample do buy Pepsi because they got affected by the ad

@'estion 9,

/ai%& cons'mption of Pepsi,

'.%

28%

3%

/es0!ositively

/es0 )egatively

)o

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Most of o'r respondents cons'me from one to three cansO$ott%es of Pepsi on

average+

@'estion F,

Cons'mption in Ramadan,

Most of o'r respondents cons'me the same amo'nt of Pepsi 's'a%%& d'ring

Ramadan* (hereas there is 38 of the samp%e $et(een c'tting and decreasingcons'mption in this period demonstrating that sa%es drop d'ring this period+

@'estion 8,

ast reca%%a$%e Ramadan Commercia%,

40%

44%

14%

2%0%

Rarely

1 to 3

4 to 7

8 to 10

More than 10

24

36%

15%23%

26%

The same

o !ons"m#t$on

artly &e!reases

'n!reases


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The %argest portion of the samp%e of respondents reca%% Ahmed e%m&Ls commercia%

to $e the most recent one avai%a$%e across their minds giving Amr /ia$ a%most a

neg%igi$%e res'%t demonstrating the (e%% preparation and efficienc& of Ahmed

e%m&Ls commercia% in factors s'ch as content* message and chosen ce%e$rit&+

@'estion :,

2%

79%

19%

Amr ($ab

Ahme& )elmy

*thers

2&


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-anoos Ramadan campaign opinions,

Besults are /ery closely related to each other #here only 2&= #ere satisfied by thecommercial and the rest #as di/ided to negati/e feedback bet#een length of thecommercial, the e)pected end #hich refers to the content and finally the message #as notdeli/ered to the audience

@'estion 10,

29

28%

29%

20%

23%The $&ea o+ !elebr$t$es ,as very

-oo&.

/o" &$&nt -et the messa-e o+

the a&.

/o" th$n the a& ,as too lon-.

/o" e#e!te& a &$++erent en& +or

the a&.


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Effect of Karim A$d E% A=i= Ramadan ad,

31%

34%

18%

15% 2%

,as more !reat$ve

&el$vere& the messae

a++e!te& the !ons"m#t$on

no e++e!t

&e!rease& the !ons"m#t$on

$rom the last Bamadan till these days the success of ?arim bd Kl 8i8 ad is takingplace, 31= agreed that it #as more creati/e, 35= agreed that it deli/ered the message,#hereas the consumption #as affected positi/ely by 1&= , negati/ely by 2= and noeffect by 1"=

@'estion 11,

The most remem$er a$%e Ad d'ring Ramadan,

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s stated before that ?arimbd Kl a8i8>s ad #as the most preferable one, this 0uestionensured that people do remember Coca Cola>s ads during Bamadan than Pepsi>s ads ndthat "6= of our target respondents remembered Coca cola>s ad, and 55= rememberedPepsi>s Bamadan adsG hmed elmy lthough the difference is only 12=, but stillPepsi>s creati/e needs to be impro/ed

Preferred ad,

((

1'

!epsi

Coca-Cola

reuency

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?arim bd Kl 8i8 ad is ha/ing the highest percentage 39=, #hereas on the other handhmed elmy>s ad is only 21=

@'estion 1,

Creativit&,

+

2+

(+

#&r

#h&ed

4ari&

-ther

reuency

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*st

13%

2nd

2(%

3rd*'%

(th

1%

1th

2%

"3= of the respondents sa# that creati/ity is the most important factor 25= percei/ed it as the2nd important factor

2rand,

*st

*(%

2nd

*8%

3rd

2%

(th

2(%

1th

*%

24= percei/e the brand as the 3rd important factor for an ad to count memorable 25=considered brand to be the 5th factor


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*st

*%

2nd

3.%

3rd

*8%

(th

*1%

1th

**%

39= of the ans#ers reflected that the idea of deli/ering the message is the 2nd importantfactor 14= rated it at first, #hile 1&= rated it as 3rd

-re>'enc&,

26= sa# that the fre0uency of the ad is the 5th factor, 2"= ans#ered that it is the 3rd andthe "th

ogica% Reason,

*1

.

21 2' 21

*st 2nd 3rd (th 1th

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5"= rated the logical reason to be the least important factor 29= rated it as the 5thfactor

@'estion 13,

Ce%e$rities chosen,

It is ob/ious that Pepsi(s choice of celebrities is more appealing to customers than Coca-Cola(s

2

*+ *(

2.

(1

*st 2nd 3rd (th 1th

3

2

!epsi Coca-Cola

3"


36/50


@n the other hand, Coca-Cola(s idea of deli/ering the message is clearer than Pepsi(sCustomers don>t usually understand the idea of Pepsi(s ads

Content,

1

(3

!epsi Coca-Cola

*3-Content reuency

Begarding content, the percentages are rather close to each other, #ith Pepsi reaching aslightly higher "4= and Coca-Cola reaching a 53=

3(

''

!epsi

Coca-Cola

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E?pos're,

'8%

32%

!epsi Coca-Cola

Pepsi(s e)posure seems to be more noticed by the customers, #ith a 6&= compared toCoca-Cola(s 32=

+atisfactions ads #as the choice of celebrities, #hereas theleast interesting factor #as the idea of deli/ering the message, #hich Pepsi trulyignore

3&

!ho$!e o+ !elebr$t$es

66%

!ontent

18%

$&ea o+ &el$ver$n- the

messa-e

11%

other

5%

!ho$!e o+ !elebr$t$es

!ontent

$&ea o+ &el$ver$n- the messa-e

other


39/50

-actors to $e changed,

@b/iously the factor that really needs a change is the idea of deli/ering the message, and"3= of the respondents agree #ith that

39

0

10

20

30

40

50

60

Percentage

!ho$!e o+

!elebr$t$es

!ontent $&ea o+ &el$ver$n-

the messa-e

other


40/50

9+ Report preparation and Presentation,

Conc%'sions Bamadan

campaign, tested by the mentioned hypothesis @ur hypothesis are meant to e/aluate theattention !J commercial grabbed, reach ability, through intensi/e distribution, consumerpreferences effect on purchase, the design of the message deli/ered and effect it>s contenton consumer>s acceptance, and the importance of product inno/ation on sales $or the/alidation of the /ariable tested in the hypothesis, our 0uestionnaire intended to test ourmarket>s opinion in each

!J commercials grabbed /ery high attention In relation to our research< !Jcommercials #ere of /ery high interest and people #ere in fa/or of it rather than anyother method !hey liked to see ideas, creati/ity and celebrities Consumers belie/ed that!J commercials could con/ey messages and se/eral ideas that could not be transferred

through any other means !hus, this hypothesis tends to be /alid and #ell testedaccording to the results gained

!he more consumer preference to the ad, the more the purchase, this hypothesisspecially is a /ery uni0ue one and one #ith /ery specific measures ere, in our samplethis hypothesis #as pro/ed to be right and this #as because of the follo#ing, thecustomers consumption of the product #as affected by these ads, although the maority#ere neutral but about 3' = of the sample #ere positi/ely affected #hich is anappropriate accountable proportion !he customer preferences #ere the main cause ofeither< the like or dislike of the ad ;here through further 0uestioning #e got to kno#that factors such as< the message, the idea, creati/ity of the ad, and some leant to#ards

celebrities +uch factors #ere preferences that affected customers> decision in purchasingour product

!he clearer the content of the creati/ity, the greater the comprehension of the ad,through testing this hypothesis #e reached a /ery specific conclusion It stated thatcreati/ity #as the core of the ad !his according to respondents chosen #as pro/ed bybeing gi/en the highest priority #hen it comes to the most important elements in the ad,#here they claimed that through creati/ity the idea of the ad can be changed, edited orapplied perfectly, #here through this the perfect match of content can be gained andmatched to the best suitable celebrity combination if any and as #ell designed in the mostappropriate /ersion to be self comprehensi/e and e)press all #hat needs to be deli/ered

to the audience

!he less product inno/ation, the higher the drop in sales is considered, and this #aspro/ed as follo#ss ads campaign beforethe fiscal year 2''" and 2''6 and after that period, to accurately see the change thathappened #hen the creati/e #as changed dding, #e should also collect a randomsample to get accurate ans#ers from all categories

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III Appendi?@'estionnaire

/ear Respondents*

!he follo#ing 0uestionnaire is aimed to e/aluate the efficiency and effecti/eness ofPepsi /ersus Coca-Cola>s ad/ertising campaigns in Bamadan ;e #ould reallyappreciate it if you took some time off to ans#er this 0uestionnaire Please be as accurateand as honest as possible to help us get the accurate results #e are looking for!hank you

1 ges ad/ertising campaign lastBamadan: Check more than one7

a ;as more creati/eb Aeli/ered the messagec ffected the consumptiond o effecte Aecreased the consumption

11 ;hich of Bamadan>s commercials do you still remember the most:

a Pepsi>sb coca cola>s

Please name the preferred commercial

Mkt Research-pepsi

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