Evaluation of Marketing Communication

Devansh Kapadia

Master's thesis

Abstract:

The sales of a company's product(s) are crucial for its survival, as it supports the business. To achieve sales, companies use marketing campaigns, discount offers, public relations, and relationship marketing. PepsiCo has not successfully addressed the economic indicators of competition and market factors due to the changing global environment and development. This study aimed to evaluate the impact of marketing communication on the business revenue of PepsiCo and had five specific objectives. These were to determine the impact of marketing campaigns, discount offers, relationship marketing, and public relations on PepsiCo's business revenue in India, as well as the moderating impact of economic indicators on the relationship between marketing communication and business revenue. The study employed explanatory and descriptive research designs and surveyed fifty marketing executives and fifty sales executives in India through structured and unstructured questionnaires. Descriptive and inferential statistics were used to analyze the data, and multiple regression analysis was applied to test the hypotheses. The results showed that only relationship marketing had a statistically positive significant impact on business revenue, while discount offers and public relations had a positive but statistically insignificant impact. However, the study found that marketing campaigns had a statistically negative and insignificant impact on business revenue. Economic indicators had a positive moderating influence on the relationship between the independent variables and the dependent variable. The study concluded that economic indicators positively affect the relationship between marketing communication and the business revenue of PepsiCo in India. It recommends that PepsiCo should develop marketing communication strategies that adapt to economic indicators and fit well in the market. Future research should analyze the impact of integrated marketing communication or relationship marketing techniques in the soft drink industry, consider non-parametric tests, and expand the scope for generalizability.

Keywords

Marketing Communication, Marketing Campaigns, Relationship Marketing, Business Revenue, Discount Offers, Public Relations, Economic Indicators

Language used: English

Date on which the thesis was submitted / produced: 31. 3. 2023

Thesis defence

• Supervisor: Ing. Tereza Balcarová, Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme:
Business Administration