A

PROJECT REPORT
On
“Analytical comparison of traditional marketing to digital
marketing.”
Submitted TO-

Savitribai Phule Pune University, Pune

In partial fulfilment of the requirement of
Bachelor of Business Administration (BBA)
Submitted by
NANGARE DEEP GANESH
- Under the guidance of -
Prof. AUTI M.N.
THROUGH
Gramonnati Mandal’s
Arts, Commerce, Science Collage Narayangaon
(Department Of BBA/BCA)
For The Year 2021-2022

1
 CERTIFICATE

This is to certify that Mr. NANGARE DEEP GANESH of SY BBA Roll No. 30 having
specialization in Marketing Management has successfully completed his project titled
“Analytical comparison of traditional marketing to digital marketing.” as per the norms
of Savitribai Phule Pune University under the guidance Prof. Auti M.N for the academic
year

Internal Examiner External Examiner

(Prof. Auti M.N.)

Project Guide HOD Co-Ordinator

(Prof. Auti M.N.) (Prof. Gharage S.V.) (Prof. Kudekar S.B.)

2
DECLARATION
 

I hereby declare that the information, Photographs, Data etc. Gathered during
the internship period of research report study shall be strictly utilized only for
the purpose of project report is a part of the partial fulfilment of Degree of
Bachelor in Business Administration at Arts Commerce & Science College,
Narayangaon for the academic year 2021-22 under Savitribai Phule Pune
University, Pune.

I honestly state that the intention of collection of the information in my research

report is solely for the purpose of study, not for commercial purpose or any
means my sole and sincere motive to learn the procedure practically and express
my views by preparing Project Report.

Thus, the sole and honest objective for collecting the information is only for the
academic purpose and I assure that collected information shall be restricted only
for Project Report.

Place: Narayangaon

Date: / /

  NANGARE DEEP GANESH

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 ACKNOWLEDGEMENT
 

I would like to sincere thanks to Prof. Auti M.N. for their valuable cooperation
and support, without whom it was difficult to complete this project work.

I am extremely delighted to express my deep hearted regards to my research

project guide Prof. Auti M.N. Arts, Commerce, Science College of
Narayangaon, who has spent his precious time to direct these academic
undertakings without his guidance and valuable suggestions, this work, would
have not been completed.

I am also thankful to all employee of Analytical comparison of traditional

marketing to digital marketing. For extending their support during the
internship. Due to their support only, I was able to collect primary and
secondary data.

I also pay my sincere thanks to all those who have directly or indirectly
supported me to complete this project.

Place: Narayangaon

Date: / /

NANGARE DEEP GANESH

4
Chapter Titles Page No.
No.
1 Introduction to study 6
1.1 Introduction 7
1.2 Objectives of Study 8
1.3 Importance of the study 8
1.4 Scope of Study 8
1.5 Research Methodology 9
1.6 Limitation of the study 10
2 Introduction to the organization 11
2.1 Introduction 12
2.2 Company profile 12
2.3 Location 13
2.4 Departments 14
2.5 Objectives 15
2.6 Achievements 15
2.7 Current Status of Company. 16
3 Theoretical Framework 17
3.1 Traditional marketing 18
3.2 Definition 18
3.3 Digital marketing 18
3.4 Definition 19
4 Data Analysis and Interpretation 20
Questionnaire 21
5 Findings 32
Suggestions 33
Conclusion 34
Questionnaire 35
Bibliography 36

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 CHAPTER-1

INTRODUCTION TO THE STUDY.

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1.1 INRRODUCTION.

Traditional Marketing:

Traditional marketing is the process of fulfilling the target audience’s needs using offline
channels and making a profit out of it. In simpler terms, traditional marketing refers to the
satisfaction of needs and wants for consumers via those marketing channels that existed
before individuals had access to modern digital platforms. It involves fulfilling the 4ps of
marketing without making use of digital marketing channels. This traditional marketing mix
includes:

 Building a product that operates and fulfils customers’ demands online. For example,
a washing machine.
 Using a pricing strategy that’s not dependent on online channels.
 Using offline channels of distribution to reach out to the customers.
 Promoting the product using offline channels like TV, radio, newspapers, etc.
Traditional marketing encompasses a wide range of advertising and marketing strategies. It
was and is the most well-known type of marketing that customers see every day.

Digital Marketing:

Digital marketing is a form of marketing for promoting and selling products or services
on the Internet. It’s the process of leveraging different online marketing channels like
search engines, social media networks, and email to reach your target audience. Through
digital marketing, you can find people interested in your offering, interact with them, and
build trust with your brand. Digital marketing has a number of types, the most important
are website marketing, search engine optimization (SEO), content marketing, PPC
advertising, social media marketing, email marketing, video marketing, and affiliate
marketing.

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1.2 Objective of Study:

The main objective of the study is to examine the comparative study between
traditional marketing and digital marketing on PepsiCo.

Specific objective of the study is: -

1. To analyse how digital marketing overcomes traditional marketing.
2. To identify the factors that motivate costumers to shop on digital marketing.
3. To find out which is the best marketing process.

1.3 Importance of the study

The world is shifting from analog to digital and marketing is no exception. As
technology development is increasing, the use of digital marketing, social media
marketing, search engine marketing is also increasing. Internet users are increasing
rapidly and digital marketing has profited the most because it mainly depends on the
internet. Consumer’s buying behaviour is changing and they are more inclined towards
digital marketing rather than traditional marketing.

1.4 Scope of the study

The scope of the study covers the general public, the study will help us to understand the
impact of digital marketing on traditional marketing.

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1.5 Research Methodology
Research methodology is a process used to collect information and data for the purpose of
making decisions. The methodology may include publication research, interviews, surveys
and other research techniques.

 Data Collection
The data is collected from both primary and secondary sources.

 Primary Data
The source of primary data is through questionnaire based on the objectives.
 Secondary Data
The secondary data were collected from books, journals, websites and other published
sources.

 Sample Design
A self- designed questionnaire was developed and given to general public. The
questionnaire is related to impact of social media on consumer behaviour of PepsiCo.

 Sample Population
The population of the study is general public.

 Sample Size
The sample size of the study is 25.

 Sampling Technique
The technique used for selecting the sample is non-random or non-probability
sampling techniques. Convenient sampling is used for collecting data in this study.

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1.6 Limitations of the study

 Respondents bias towards the questions.

 The study is conducted within limited time.

 Lack of face-to-face interaction with respondents.

 Primary data obtained may not be accurate to great extent.

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 CHAPTER NO. 2
INTRODUCTION TO THE
ORGANISATION

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2.1 Introduction

In 1965, Donald Kendall, the CEO of Pepsi-Cola, and Herman Lay, the CEO of Frito-Lay,
recognized what they called “a marriage made in heaven,” a single company delivering
perfectly-salty snacks served alongside the best cola on earth. Their vision led to what
quickly became one of the world's leading food and beverage companies: PepsiCo. PepsiCo
products are enjoyed by consumers more than one billion times a day in more than 200
countries and territories around the world. PepsiCo generated $70 billion in net revenue in
2020, driven by a complementary beverage and convenient foods portfolio that includes
Lays, Doritos, Cheetos, Gatorade, Pepsi-Cola, Mountain Dew, Quaker, and SodaStream.
PepsiCo's product portfolio includes a wide range of enjoyable foods and beverages,
including many iconic brands that generate more than $1 billion each in estimated annual
retail sales. Guiding PepsiCo is our vision to Be the Global Leader in Beverages and
Convenient Foods by Winning with PepsiCo Positive (pep+). pep+ is our strategic end-to-end
transformation that puts sustainability at the center of how we will create value and growth
by operating within planetary boundaries and inspiring positive change for planet and people.
Our company is made up of seven divisions: PepsiCo Beverages North America; Frito-Lay
North America; Quaker Foods North America; Latin America; Europe; Africa, Middle East
and South Asia; and Asia Pacific, Australia/New Zealand and Greater China. Each of these
divisions has its own unique history and way of doing business.

2.2 Company Profile

Legal Name PepsiCo

Headquarter Harrison New York.

Founding Year 1965

Business Model B2C

Website URL https://www.pepsico.com

No. of Employees 291000

Core Team Caleb Bradham (Founder)

Ramon Laguarta (Founder And CEO)

Market Valuation 241.28 billion USD

Net Revenue 39.47 billion U.S. dollars in 2007 to 64.66 billion

U.S. dollars in 2018.

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2.3Location:

Gurugram
India
Block B, 16, Kachnar Marg, Block H, DLF Phase 1, Sector 26

Email: [email protected]

Tel: +91-281-2783755/56 +91- 7069014141

Website: www.pepsico.com

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2.4 Departments:

Departments

Administration Department Safety Department

(Ramon Laguarta) (Yash Nikam)

Security Department Transport Department

(Yash Purohit) (Sanjay Daund)

Purchase Department
Account Department
(Nikunj Rank)
(Aditya Soni)

IT Department
Sales Department
(Keyur Chauhan)
(Deepak Purohit )

HR Department

(Arat Dash)

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2.5 Objectives
As every company’s main objective is to earn maximum profit, but also has some other
objectives.
Pepsico has developed in large quantity due to good distribution dealing and quality products
produced by them. Their main objective was as follows

 Their main objective is to provide good services to the customer.

 Their another objective is providing necessary resources required for management

system

 They have even thought of minimum wastage of products as they believe in

minimum input and maximum output

 They industrial sector with the help of new and modern technology is their objective.

2.6 Achievements.

Golden Peacock award

Award for the all-round work in HR compared to other companies last year from the Institute of Directors
(2017)

Business World
Awarded ‘Excellence in Diversity & Inclusion’ (2016)

People Business with Times of India

Acknowledged as ‘Company with Great Managers’ (2016)

DMA Thomas Assessments National Award

Awarded for ‘Talent Management for Innovative Initiatives in Leadership & Development’ (2016)

Human Resources HR Excellence Award – Singapore

Received an award for ‘Excellence in Employee Diversity & Inclusion Strategies’ (2016)

WILL Best Employers for Women

Recognised in ‘Overall organizational award’ (2016)

CLO Summit
Awarded as the ‘Most Attractive Employer’ (2016)

The Guild & Hindustan Times Mint Connect - HR Innovation Awards

Acclaimed for the ‘Best Employer Value Proposition’ (2016)

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2.7 Current Status of Organization:

PepsiCo's shares traded at over $109 per share, and its market capitalization
was valued at over US$155.9 billion in September 2018. PepsiCo ranked No.
45 on the 2018 Fortune 500 list of the largest United States corporations by
total revenue.

The operating revenue of PEPSICO INDIA HOLDINGS PRIVATE LIMITED

is in the range of Over INR 500 cr for the financial year ending on 31 March,
2021. What is the change in EBITDA of PEPSICO INDIA HOLDINGS
PRIVATE LIMITED since last year?

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CHAPTER NO. 3
THEROTICAL
FRAMEWORK

17
THEORETICAL FRAMEWORK

3.1 Traditional marketing:

Traditional marketing refers to any promotion, advertising or campaign that has been in use by
companies for years, and that has a proven success rate. Methods of traditional marketing can include
print advertisements, billboards, flyers or pamphlets, TV, newspaper, radio, and much more.

Information provided using traditional marketing is quite limited as companies are required to pay on
the basis of the length of the advertisement.

Before the popularity of digital marketing and social media marketing, traditional marketing was the
choice of companies to promote their products to their customers. However, traditional media
marketing is still used by companies to promote their products and they still spend huge money to
promote their products using traditional media marketing.

3.2 DEFINITION OF TRADITIONAL MARKETING:

“Traditional marketing is a type of marketing where marketers use traditional platforms such as print
media and broadcast media, etc. Before the popularity of digital marketing and social media
marketing, traditional marketing was the choice of companies to promote their products to their
customers.”

3.3 Digital Marketing:

At a high level, digital marketing refers to advertising delivered through digital channels such as
search engines, websites, social media, email, and mobile apps. Using these online media channels,
digital marketing is the method by which companies endorse goods, services, and brands.

The other major factors for the growth of Digital Marketing are increasing the use of computers, the
internet, and social media that is encouraging the companies to work on online marketing and
advertising of products & services.

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3.4 Definition of Digital marketing:

“Digital marketing refers to any marketing methods conducted through electronic devices which
utilize some form of a computer. This includes online marketing efforts conducted on the internet. In
the process of conducting digital marketing, a business might leverage websites, search engines,
blogs, social media, video, email and similar channels to reach customers.”

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  Traditional and Digital Marketing of the company:

Traditional Marketing of the PepsiCo company: -

1. The company shows their advisement on television.

2. Gives pamphlets into newspaper.

3. Big holdings on the highways.

4. Paintings outsides the theatres.

5. Advisement on big containers.

6. Paintings on the wall of house, godowns etc.

7. Hand to hand pamphlets.

Digital Marketing of the PepsiCo company: -

1. Use of social media.

2. Different websites of the company.

3. Platforms like YouTube, Facebook, Instagram, etc.

4. Google adds.

5. Official website of PepsiCo.

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 CHAPTER NO 4.

DATA ANYLISIS AND

INTERPRETATION

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DATA ANALYSIS AND INTERPRETATION:

QUESTIONNAIRE

Questionnaire for customers

Table No.1 shows that how many customers know about PepsiCo?

Option Result
a. YES 25
b.NO 0
Table NO.1

percentage

Yes
No

100%

Interpretation- As per above graph 100% people know about the company.

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Table No2. Shows that which method do customer like?

Option Result
A. Traditional marketing 5
B. Digital marketing 20
Table No.2

Sales

20%
Traditional
Digital

80%

Interpretation- As per above graph out of 25 peoples 5 people said that they use
traditional method and 20 people said that they use digital method.

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Table no. 3 shows that did they see PepsiCo advertisement on social media.

Option Result

Yes 25

No 00
Table no. 3

NO. OF RESPONDENT

YES
NO

100%

Graph no. 3

Interpretation: -
Out of 25 peoples all said that they saw a advertise of PepsiCo on social media. So we can
said that advertisement strategy of company is good.

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Table no. 4 shows that on which social media platform they saw an advertisement.

Option Result

Facebook 12

Instagram 5

Twitter 0

YouTube 1

Other 2
Table no. 4

No. of Respondent

14%
Facebook
5% Instagram
Twitter
Youtube
57% Other
24%

Graph no. 4

Interpretation: -

Out of 25 peoples 12 said that they saw advertisement at facebook, 5 said they they saw at
instagram, 0 said that they saw at twitter, 1said that they saw at youtube and 2 peoples saw
advertisement at other social media platform.

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Table No.5 Shows that did advertisement and promotion tool help to purchase their product.

Option Result
A. Yes 25
B. NO 0
Table no.5

Sales

Yes
NO

100%

Graph No.5

Interpretation – Out of 25 customers all customers get help to purchase their product
from advertisement and promotion tools.

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Table no. 6 shows that, Is customers are satisfied with the service of pepsico.

Option Result

Yes 25

No 0

Table no. 6

No. of Respondent

Yes
No

100%

Graph no. 6

Interpretation:

Out of 25 people all are said that they are satisfied with the serviceof pepsico. So we can
conclude that the service provide by pepsico is good.

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Table no. 7 shows that, Is customers are satisfied with quality of products buy from pepsico.

Options Result

Yes 22

No 3

Table no. 7

No. of Respondent

11%

Yes
No

89%

Graph no. 7

Interpretation: -

Out Of 25 peoples, 22 are satisfied with the quality of products and 3 peoples are not
satisfied. So, we can say that the quality of products sell by pepsico is good.

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Table no. 8 shows that, is the price of the products is less than other products.

Option Result

Yes 25

No 0
Table no. 8

No. of respondent

Yes
No

100%

Graph No. 8

Interpretation: -

Out of 25 peoples all say that the price of the products is less than other products. So, from
the above information we can say that PepsiCo provides products in cheap price.

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Table no 9. Shows that which method is best in terms of ROI.

Option Result
A. Traditional marketing 5
B. Digital marketing 20

Table No.9

Sales

20%
Traditional
Digital

80%

Interpretation- As per above graph out of 25 peoples 5 people said that traditional
method is best and 20 people said that digital method is best.

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Table No10. Shows that the customers reason for buying PepsiCo products.

Option Result
A. Brand name 10
B. Price 10
C. Quality 5
D. Recommended by friends/ others 0
Table No.10

Sales

20%
Brand Name
Price
40% Quality
Recommended by
friends/ others

40%

Interpretation- From the above chart we conclude that out of 25 customers

10 customers bought PepsiCo products because of their brand name 10 customers bought
PepsiCo products because their price 5 customers bought their product because their quality.
So, we can say that brand name of company and price ratio of company is good.

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 Chapter 5.
Findings
Suggestions
Conclusion
Questionnaire
Bibliography

32
Findings:
1. Nowadays, Companies are concentrating more on digital marketing instead of
traditional marketing.
2. Mostly the company stated their digital marketing campaign in 2016 and 2017.
3. The craze of digital marketing is huge.
4. The services and Quality of the products provided by PepsiCo were satisfy the
customers.
5. The price of the products sell by PepsiCo are low compare to other products.

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Suggestions:
1. They should focus more on digital marketing due to increase in the use of social
media.
2. Advertisements of PepsiCo mostly seen on Facebook and YouTube. They also
focus on other social media platforms.

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Conclusion:
The topic of my study was "Study the comparison between traditional marketing and digital
marketing and the objective was to derive and analyse difference between traditional and
digital marketing and to study the various factors which influence both the marketing
strategies. I found that in our country internet users are mounting with each passing day. Due
to this, companies are spending huge amount of their budget on digital marketing, and with
each passing day. companies are shifting from traditional to digital marketing.

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Questionnaire:
1.How many customers know about PepsiCo?

2. Which method do customer like?

3. Did they see PepsiCo advertisement on social media?

4. On which social media platform they saw an advertisement?

5. Did advertisement and promotion tool help to purchase their product?

6. Is customers are satisfied with the service of pepsico?

7. Is customers are satisfied with quality of products buy from pepsico?

8. Is the price of the products is less than other products?

9. Which method is best in terms of ROI?

10. The customers reason for buying PepsiCo products?

36
Bibliography:
1. Digital marketing book

2. https://en.wikipedia.org

3. www.PepsiCo.com

4. www.Google.com

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