Abhishek Kakkar Ndim College Tropicana

8/10/2019 Abhishek Kakkar Ndim College Tropicana

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PepsiCoGlobal Headquarters: Purchase,N.Y.

Fortune 500 Company

Employees: Approximately

285,000 worldwide

Chairman & CEO: Indra K. Nooyi

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F.M.C.G Industry Snap-Shot

Indian FMCG

industry sizeestimated ataround US$ 25 bn.

Steady double

digit growth in thesector

Personal care &

Food productsdominate thesector

Many categories

are currently smallandoffer huge

potential

Rural India

contributes c. 33%of the overallFMCG sector



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Product Information

4

Tropicana-Impulse

Buy

Abhishek kakkar ndim college

Tropicana was founded in Bradenton, Florida, USA, in1947. And is now enjoyed almost everywhere in theworld. Carefully nurtured for over 50 years, it has

matured into one of the most respected beveragebrands. Today it is the World's no. 1 juice brand and isavailable in 63 countries. Since 1998, it has been ownedby PepsiCo, Inc. Tropicana Premium Gold was re-

launched as Tropicana 100% in year 2008


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Daburs Real a real challenge Daburs Real Main

Competitor Comes in two Variants

Nectar & Active

Daburs Real-First MoverAdvantage Tropicana following catch up

policy

Daburs Real Market Share-bareilly 30%

Tropicana Market Sharebareilly -50%

Tropicana s Aim is to fillthe gap of 20%



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Project -3 phases

Finding untapped market for Tropicana

Find out market share of Tropicana and Real

Find Cross Selling Status of Gatorade Find Distributor and trade margin of competitors

Improvement -Recommendations

Market Survey- bareilly

Finding untapped sales potential across Traditional Trade of bareilly

Find sales that can be generated by Institutes across bareilly

Estimatie Exercise

Hands on Experience for Tropicana/Gatorade

Traditional Trades

Sales Exercise



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Consolidated-FiguresArea

OUTLETS

COVERED REAL ONLY TROP ONLY

BOTH

PRESENT

GATO

PRESENT NO JUICE

Civillines

16 7 2 2 1 5

Ayubkhancahuraha

9 2 0 0 0 7

Pilibitbypass

14 1 4 1 1 8

Karamchari nagar

28 5 7 15 8 1

Rajindernagar

14 2 2 3 1 7

badaBazar

30 1 9 16 3 4

Subhashnagar

33 2 15 9 3 7

Koharapeer andsanjaynagar

25 3 0 2 0 20

total 169 23 39 48 17 59 7Abhishek kakkar ndim college


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Sales ExercisePrice-Case Quantity-Casing

Margin Price-Casing Scheming

Tropicana100

%

1L,12 piece 15% 887 8-10%

Tropicanadelite

1L,12 piece 15% 782.5 8-10%

Tropicana

100%

200ml,30 piece 15% 573.9 1 piece free

with1 case

Tropicana

delite

200ml,30 piece 15% 469.5 1 piece free

with 1 case

Gatorade R.T.D500ml,24 bottle 10% 763.6 1case+2 bottlefree

Gatorade

Powder

35 g,24 mono

carton

18% 183.5 1case+1

Monocarton

free



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Factory

Carry and Forward

Distributor Modern Trades

Wholesalers

Retail Trade

Consumers

Distribution Cycle

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Recommendation Tap in more and more institutes like hotels, schools,

offices, gymnasiums.

For sales of Gatorade follow O.S.O.S -ONE SHOP

ONE SAMPLE principle

Have a retailer competition where retailer who will sellmaximum juice in month will get a prize.

Capture pilibit bypass,subhash nagar-GreatOpportunity

Push Gatorade in areas like sanjay nagar attractstourist



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Continued Make Distributor Happy-

Give him Credit-15 days

Make Replacement Policy Simple Provide IT enabled application to streamline process

Work On Attrition Rate of Distributor to increase trustof Tropicana in heart of Retailers



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Strengths

High Quality product -Great Nutritional

value

Gatorade-Worlds; No 1 fitness drink @

affordable prices

Tropicana great value to retailer-15%

margin

Gatorade great value to retailer -18%

margin

Rising health awareness amongcustomers

Opportunities

Untapped markets serves as base for

new untapped business

Latest Promotions increasing Brand

Awareness among Consumers

Great Potential -Institutions-Colleges,

Schools, Gymnasiums

Threats

Pirated Products

Cheap variant of juices

Inflation-rising prices of Commodities

Weaknesses

Dabur's Real ubiquitous across bareilly

Market

Following Catch up Policy

Market Gaps

Lack I.T infrastructure at Distributors end

S W

TO



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Thank You


Abhishek Kakkar Ndim College Tropicana

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