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Running head: ADVERTISING 1

Advertising

Name

Institution

ADVERTISING 2

Advertising

PART 1

The entry of a new product in the market may result in a drastic change in the market

patterns favoring either the new entrant or the customers. Entry of a product with an alternative

is sometimes of help to the consumers as it helps to reduce the domination of a particular product

from the healthy competition it offers. A subsequent reduction in prices or production of good

quality commodities arises. However, an existing company may want to improve its way of

operation so as to outdo the competing firms. The best practice is always to make their goods

more known to the market through advertisements and also to improve their quality (Williamson,

1978). In this piece, my client is the Seven Brands Company, known as Pepsi who seeks to

improve the sale of their products globally through the use of advertisements.

Pepsi is an American based company whose market has spread all over the world. It deals

with the production of Soft drinks which can sum to ten brands. Their main competitor is the

Coca-Cola Company which has also established in the market especially in the African

continent. Pepsi requires regaining the market control by making their brand known to the

people.

The main shortcoming which the company has experienced is lack of knowledge on some

of their brands, the majority of the people especially in Africa are only aware of Pepsi which is

consumed only by elders. The other brands like Mountain Dew and Miranda are not known. The

sugar-free drinks, which are tonic water and club soda, are also not known by the majority of the

public. Additionally, some of their products those are: Miranda Fruity and Orange are more

ADVERTISING 3

sugary, a case which shuns the consumers from purchasing. There is also poor sensitization as

Pepsi has allowed the competitor to dominate the advertisement platforms.

This information is critical as it may impact on the market perception. First, the increase

in lifestyle diseases like cancer and high blood sugar are always attributed to consumption of

high sugary products. Customers will, therefore, avoid drinks which are considered to be more

sugary. This will have a market limit of Miranda fruity and orange. Additionally, creating

awareness on the availability of sugar-free drinks may increase the size of their market.

Moreover, increased public awareness on the Pepsi products especially in the rural areas can

expand greatly the market size of the firm. Knowledge about the products is also an important

aspect in advertisements as they will base their arguments on these qualities to draw the citizens

to purchasing their products.

The questionnaire developed can provide a profound insight into Pepsi's advertisement

requirements and consumption levels. The nominal question on whether the participant is a male

or female may make us understand the brands preferred by any gender. From the analysis of

economic potential, we can establish the gender to approach with a particular brand during the

advertisement. The ordinal question on the brand preferred by each individual may dictate the

type of drink which should be advertised in a particular region. Additionally, the interval

question on the regional temperatures helps us establish the climatic conditions of individuals.

Cold regions will always consume less while hot regions more, this influences advertisement

requirement. Finally, the ratio question on income may give a clear indication of the purchasing

power which ostensibly influences the need for advertisement.

ADVERTISING 4

The questionnaire has good questions as shown in several instances. The question of

whether an individual is male or female is clear and poses no technicality. The questions on the

preferred drinks, age and the number of units consumed are also simple to the individual. There

are also instances where there is a good use of questionnaire design that is where we asked about

the gender then preceded by their preferred products. Secondly, the question on social class then

follows it by the question of perceived quality. This is tactical as people of different classes view

quality differently. The third instance was when we asked about one's feeling after drinking

Pepsi followed by the question on the temperature of the region, high temperatures favor the

drinking of soft drinks. Finally, the last four questions followed a conversation norm.

PART II: THE QUESTIONNAIRE

Questionnaire for the survey of the potential need for advertisement activities

Part A (Please tick appropriately in the given space)

1. What is your gender? (nominal)

 Male

 Female

2. Which brand of the Pepsi products do you prefer? (ordinal)

 Pepsi

 Miranda

 Seven up

 Mountain dew

 Club soda

 Tonic

ADVERTISING 5

3. Where do you live? (nominal)

 Within equator

 South of Equator

 North of equator

4. Which social class are you? (nominal)

 Middle income

 Low income.

 High income

5. Can you rate the quality of your preferred drink? (interval)

 Low quality

 High quality

6. How do you feel when you take Pepsi compared to other soft drinks? (ordinal)

 OK

 Happy

 Unhappy

7. What is the temperature of your region (interval)

 High

 Low

8. At what time of the day do you prefer taking soft drinks? (interval)

 Morning

 Afternoon

 Evening

9. Does time influence your attitude towards having soft drinks? (interval)

ADVERTISING 6

 Yes

 No

10. Comparing with other drinks, how can you rate the grade of Pepsi drinks

(interval)

 High

 Low

 Moderate

11. Which size of drink do you prefer? (ordinal)

 200ml bottle

 500ml bottle

 1litre bottle

PART B: For retailers (Utilize the space provided)

12. What number do you order on a weekly basis? (ratio)

13. What is the customer’s consumption on a weekly basis? (Ratio)

14. What is the average number of expired products? (Ratio)

15. Do you experience deficits, please quantify if available? (Ratio)

16. What is the average age of the customers buying Pepsi products? (ratio)

ADVERTISING 7

Reference

Williamson, J. (1978). Decoding advertisements (Vol. 4). London: Marion Boyars.

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