manoj sip.docx

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Internship Project Report on

To Study on availability of PepsiCo product with respect to retailers in

Varanasi City

Submitted in partial fulfillment of the requirement for the degree of

Post Graduate Diploma in Management Marketing

By

MANOJ JAISWAL

Roll No.1214C2-27

Under the guidance of

Prof. PARMESHWAR YADAV

A study conducted for

PEPSICO INDIA Ltd, VARANASI.

At

Indira School of Business StudiesTathwade, Pune 411033

(2012-14)


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DECLARATION

This is to declare that the study presented by me to PepsiCo India Holding Pvt Ltd, in part time

completion of the SUMMER PROJECT under the title To Study on availability of PepsiCo

product with respect to retailers Varanasi City

Has been under the guidance of A.D.C. sushil lakhera


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ACKNOWLEDGEMENT

I would like to thank my project guide A.D.C.sushil lakherafor hir guidance and support

during the course of this project.

Last but not the least; I would like to thank my Parents, the other faculty and my friends at Indira

institute of business studies who directly or indirectly supported me for completing the project

successfully.

Manoj kumar jaiswal

Summer I ntern

May 2013


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INDEX

Content

Introduction

Industry/company overview

Review of literature

Objectives

Research Methodology

Data Analysis, Result and Interpretation

Conclusions

Limitations of the project

Recommendations

Annexure


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INTRODUCTION

The topic of Project is To analyze the availability of PepsiCo in Different channels and

categories. All the channels were getting the proper supply or not. Channels means all the

distribution channels of PepsiCo were getting proper delivery on time and to know the

performance of existing distribution channel and to know the retailers satisfaction level with

respect to the existing channel.

A category means all the products of PepsiCo and their product line and product width. So we

tried to provide all the product range to the retailers. We tried to bridge the gap between dealers

and the retailers, and also tried to provide the products on time. We tried to provide every

category of product to the retailers.

The main objective of this training was to get an exposure to the working environment in an

organization. Every day we used to go in the market along with the loaded van of the PepsiCo

from the agency to the different outlets. We asked to the every outlet owner that were they

getting all the brands of PepsiCo properly. According to their demand we tried to provide

PepsiCo brands .We took customers complaints regarding the coolers, leakages of the bottles

and other complaints.

We tried to expand the coke outlets like asking to the shopkeepers, at the juice center, sweet

corners, kirana stores and restaurants whether they are interested in selling the PepsiCo brands

.We also hanged posters and banners on different outlets and everywhere so that it would be

visible to the customers.

This was an opportunity for me to relate concepts learned by me to the practical application in

the organizational. This training helped me in interacting with a highly experience managers

which helped me to improve my practical knowledge.


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COMPANY OVERVIEW

PepsiCo Inc. is an American multinational food and beverage corporation headquartered

in Purchase, New York, United States, with interests in the manufacturing, marketing and

distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in

1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since

expanded from its namesake product Pepsi to a broader range of food and beverage brands, the

largest of which include an acquisition ofTropicana in 1998 and a merger with Quaker Oats in

2000 which added the Gatoradebrand to its portfolio.

As of January 2012, 22 of PepsiCo's product lines generated retail sales of more than $1 billion

each, and the company's products were distributed across more than 200 countries, resulting in

annual net revenues of $43.3 billion. Based on net revenue, PepsiCo is the second largest food &

beverage business in the world. Within North America, PepsiCo is ranked (by net revenue) as the

largest food and beverage business.

Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006, and the

company employed approximately 297,000 people worldwide as of 2011. The company's

beverage distribution and bottling is conducted by PepsiCo as well as by licensed bottlers in

certain regions
https://en.wikipedia.org/wiki/Multinational_corporationhttps://en.wikipedia.org/wiki/Purchase,_New_Yorkhttps://en.wikipedia.org/wiki/Pepsihttps://en.wikipedia.org/wiki/Frito-Layhttps://en.wikipedia.org/wiki/Tropicana_Productshttps://en.wikipedia.org/wiki/Quaker_Oats_Companyhttps://en.wikipedia.org/wiki/Gatoradehttps://en.wikipedia.org/wiki/Net_revenuehttps://en.wikipedia.org/wiki/Indra_Nooyihttps://en.wikipedia.org/wiki/Indra_Nooyihttps://en.wikipedia.org/wiki/Net_revenuehttps://en.wikipedia.org/wiki/Gatoradehttps://en.wikipedia.org/wiki/Quaker_Oats_Companyhttps://en.wikipedia.org/wiki/Tropicana_Productshttps://en.wikipedia.org/wiki/Frito-Layhttps://en.wikipedia.org/wiki/Pepsihttps://en.wikipedia.org/wiki/Purchase,_New_Yorkhttps://en.wikipedia.org/wiki/Multinational_corporation


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HISTORY

The recipe for Pepsi (the soft drink), was first developed in the 1880s by a pharmacist and

industrialist from New Bern, North Carolina, named Caleb Bradham who called it "Pepsi-

Cola" in 1898. As the cola developed in popularity, he created the Pepsi-Cola Company in 1902

and registered a patent for his recipe in 1903. The Pepsi-Cola Company was first incorporated in

the state of Delaware in 1919. The company went bankrupt in 1931 and on June 8 of that year

the trademark and syrup recipe was bought by Charles Guth who owned a syrup manufacturing

business in Baltimore, Maryland. Guth was also the president ofLoft, Incorporated, a leading

candy manufacturer and used the company's labs and chemists to reformulate the syrup. He

further contracted to stock the soda in Loft's large chain of candy shops and restaurants, which

were known for their soda fountains, used Loft resources to promote Pepsi, and moved the soda

company to a location close by Loft's own facilities in New York City. In 1935 the shareholders

of Loft sued Guth for his 91% stake of PepsiCo in the landmarkGuth v. Loft Inc.. Loft won the

suit and on May 29, 1941 formally absorbed Pepsi into Loft, which was then rebranded as Pepsi

Cola Company that same year. (Loft restaurants and candy stores were spun off at this time.) In

the early 1960s the company product line expanded with the creation ofDiet Pepsi and purchase

ofMountain Dew

In 1965, the Pepsi-Cola Company merged with Frito-Lay, Inc. to become PepsiCo, PInc. The

company it is known as at present. At the time of its foundation, PepsiCo was incorporated in the

state ofDelaware and headquartered in Manhattan, New York. The company's headquarters were

relocated to its still-current location of Purchase, New York in 1970, and in 1986 PepsiCo was

reincorporated in the state ofNorth Carolina.

PepsiCo was the first company to stamp expiration dates, starting in March 1994.

COMPANY PRODUCTS

7UP,Aquafina,Duke's,Miranda,Mountain Dew, Nimbus, Pepsi, Slice, Tropicana, Pepsi

atom
https://en.wikipedia.org/wiki/New_Bern,_North_Carolinahttps://en.wikipedia.org/wiki/Caleb_Bradhamhttps://en.wikipedia.org/wiki/Charles_Guthhttps://en.wikipedia.org/wiki/Loft,_Incorporatedhttps://en.wikipedia.org/wiki/Guth_v._Loft_Inc.https://en.wikipedia.org/wiki/Diet_Pepsihttps://en.wikipedia.org/wiki/Mountain_Dewhttps://en.wikipedia.org/wiki/Delawarehttps://en.wikipedia.org/wiki/Manhattanhttps://en.wikipedia.org/wiki/North_Carolinahttps://en.wikipedia.org/wiki/Shelf_lifehttp://pepsicoindia.co.in/Brands/7UP.htmlhttp://pepsicoindia.co.in/Brands/Aquafina.htmlhttp://pepsicoindia.co.in/Brands/Duke.htmlhttp://pepsicoindia.co.in/Brands/Mirinda.htmlhttp://pepsicoindia.co.in/Brands/Mountain-Dew.htmlhttp://pepsicoindia.co.in/Brands/Nimbooz.htmlhttp://pepsicoindia.co.in/Brands/Pepsi.htmlhttp://pepsicoindia.co.in/Brands/Slice.htmlhttp://pepsicoindia.co.in/Brands/Tropicana.htmlhttp://pepsicoindia.co.in/Brands/Tropicana.htmlhttp://pepsicoindia.co.in/Brands/Slice.htmlhttp://pepsicoindia.co.in/Brands/Pepsi.htmlhttp://pepsicoindia.co.in/Brands/Nimbooz.htmlhttp://pepsicoindia.co.in/Brands/Mountain-Dew.htmlhttp://pepsicoindia.co.in/Brands/Mirinda.htmlhttp://pepsicoindia.co.in/Brands/Duke.htmlhttp://pepsicoindia.co.in/Brands/Aquafina.htmlhttp://pepsicoindia.co.in/Brands/7UP.htmlhttps://en.wikipedia.org/wiki/Shelf_lifehttps://en.wikipedia.org/wiki/North_Carolinahttps://en.wikipedia.org/wiki/Manhattanhttps://en.wikipedia.org/wiki/Delawarehttps://en.wikipedia.org/wiki/Mountain_Dewhttps://en.wikipedia.org/wiki/Diet_Pepsihttps://en.wikipedia.org/wiki/Guth_v._Loft_Inc.https://en.wikipedia.org/wiki/Loft,_Incorporatedhttps://en.wikipedia.org/wiki/Charles_Guthhttps://en.wikipedia.org/wiki/Caleb_Bradhamhttps://en.wikipedia.org/wiki/New_Bern,_North_Carolina


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Acquisitions and divestments

Between the late-1970s and the mid-1990s, PepsiCo expanded via acquisition of businesses

outside of its core focus of packaged food and beverage brands; however it exited these non-core

business lines largely in 1997, selling some, and spinning off others into a new company

named Tricon Global Restaurants, which later became known as Yum! Brands, Inc. PepsiCo also

previously owned several other brands that it later sold so it could focus on its primary snack

food and beverage lines, according to investment analysts reporting on the divestments in 1997.

Brands formerly owned by PepsiCo include:

Pizza Hut Taco Bell KFC Hot 'n Now East Side Mario's D'Angelo Sandwich Shops,

Swot Analysis

Strength

Strong market position

Strong brand portfolio

Strong growth in revenue and profit

Opportunities

Acquisition and alliance

Growing bottled water market

Growing Hispanic population in us

Weakness

Business concentration

Threats

Sluggish growth of carbonated beverage

Intense competition

High oil price
https://en.wikipedia.org/wiki/Tricon_Global_Restaurantshttps://en.wikipedia.org/wiki/Yum!_Brandshttps://en.wikipedia.org/wiki/Pizza_Huthttps://en.wikipedia.org/wiki/Taco_Bellhttps://en.wikipedia.org/wiki/KFChttps://en.wikipedia.org/wiki/Hot_%27n_Nowhttps://en.wikipedia.org/wiki/East_Side_Mario%27shttps://en.wikipedia.org/wiki/D%27Angelo_Sandwich_Shopshttps://en.wikipedia.org/wiki/D%27Angelo_Sandwich_Shopshttps://en.wikipedia.org/wiki/East_Side_Mario%27shttps://en.wikipedia.org/wiki/Hot_%27n_Nowhttps://en.wikipedia.org/wiki/KFChttps://en.wikipedia.org/wiki/Taco_Bellhttps://en.wikipedia.org/wiki/Pizza_Huthttps://en.wikipedia.org/wiki/Yum!_Brandshttps://en.wikipedia.org/wiki/Tricon_Global_Restaurants


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Literature Review

Channel of Distribution

Means used to transfer merchandise from the manufacturer to the end user. Intermediaries in the

channel are called middlemen. Those who actually take title to the merchandise and resell the

goods are merchant middlemen. Those who act as Broker but do not take title are agent

middlemen. Merchant middlemen include wholesalers and retailers. Agent middlemen include

Manufacturer's Representatives, brokers, and sales agents.

Whether these exchange processes occur between manufacturers and their suppliers, retailers and

consumers, or in some other buyer-seller relationship, marketing channels offer an important

way to build competitive advantages in today's global marketplace. This is so for two major

reasons:

Distribution strategy lies at the core of all successful market entry and expansionstrategies. The globalization of manufacturing and marketing requires the development of

exchange relationships to govern the movement of goods and services.

New technologies are creating real-time (parallel) information exchange and reducingcycle times and inventories. Take as an example Dell Computer, which produces on-

command, customized computers to satisfy individual customer preferences. At the same

time, Dell is able to align its need for material inputs (such as chips) with customer

demand for its computers. Dell uses just-in-time production capabilities. Internet-based

organizations now compete vigorously with traditional suppliers, manufacturers,

wholesalers, and retailers.

Marketing channels always emerge from the demands of a marketplace. However, markets and

their needs are always changing. It's true, then, that marketing channels operate in a state of

continuous evolution and transformation. Channels of distribution must constantly adapt in

response to changes in the global marketplace.


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This new sellingorientation inspired the development of new intermediaries as manufacturers

sought new ways to expand market coverage to an increasingly mobile population. The selling

orientation required that more intimate access be established to a now more diversified

marketplace. In response, wholesale and retail intermediaries evolved to reach consumers living

in rural areas, newly emerging suburbs and densely populated urban centers.

Relationship marketing is driven by two principles having particular relevance to marketing

channel strategy:

Long-term, ongoing relationships between channel members are cost-effective.(Attracting new customers costs more than ten times more than retaining existing

customers.)

The interactive dialogue between providers and users of goods and services is based onmutual trust.

The Role of Intermediaries

This progression from a production to a relationship orientation allowed many new channel

intermediaries to emerge because they created new customer values. Intermediaries provide

many utilities to customers.

. Two principal tasks associated with the sorting function:

Categorizing: At some point in every channel, large amounts of heterogeneous supplieshave to be converted into smaller homogeneous categories.

Breaking bulk: Producers want to produce in bulk quantities. Thus, it is necessary forintermediaries to break homogeneous lots into smaller units.

The role intermediaries play in building customer confidence is their most overlooked function.

Several types of risks are associated with exchanges in channels of distribution, including need


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uncertainty, market uncertainty, and transaction uncertainty. Intermediaries create value by

reducing these risks.

MANAGEMENT PROBLEM

Shortage of Stock faced by the retailers of Varanasi city

RESEARCH PROBLEM:

Know the bottle-necks in the distribution channel

PURPOSE OF THE STUDY

To know if the existing distribution channel is capable of meeting the increased demand for the

PepsiCo Products in Varanasi City.

TOPIC OF THE STUDY

To analyze the availability of PepsiCo products through different channels in Varanasi .

SCOPE OF THE STUDY

The study is confined to the retailers in Varanasi city.

BENEFITS OF THE STUDY

The study will confront me the following:

The culture of the company Their distribution channel Satisfaction level of the customers Handling customer complaints on field.


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OBJECTIVES

PRIMARY OBJECTIVE:

1) To find out selling status of different flavor of PepsiCo.2) To find out Retailers perception towards delivery of product3) To find out ways to increase the market share ofPepsiCo in the BEVERAGES business.4) To find out the satisfaction level of the retailers towards the existing distribution channel.

SECONDARY OBJECTIVE:

5) To find out the effective PepsiCo brands in different segments.6) To find out the schemes given to the retailers.


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RESEARCH METHODOLOGY

Research is the search for and retrieval of existing, discovery or creation of new information or

knowledge for a specific purpose. Research has many categories from medical research to

literary research. Consumer Marketing Research is a form of applied sociology which

concentrates on understanding the behavior, whims and preferences, of consumers in a market-

based economy.

The field of consumer marketing research as a statistical science was pioneered by Arthur

Nielsen with the founding of the A Nielsen Company in 1923. In any marketing research

defining the problem is the most important problem in a very and precise manner. So that the

researcher understood the area of study involved Research is process of systematic and in depth

study or search for any particular topic, subject or area of investigation backed by collection,

compilation, presentation and interpretation of relative details of data. It is a careful search or

enquiry into any subject matter which is an endeavor to discover or find out valuable facts which

would be useful for further application or utilization. Research methodology is a way to

systematically solve the research problem. It may be understood as a science of studying how

research is done systematically. In it we study the various steps that are generally adopted by a

research in studying his research problem along with the logic behind them. It is necessary for

the researcher to know not only the research method but also the methodology. Statistical

investigation require systematic collection of data, so that all relevant groups are represented in

the data. To determine the customer preference, for example, the researcher might study 200

customers in a certain geographical area. It must be ascertained that the group contains people

representing variables such as income level, race, education and neighborhood.


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RESEARCH PROCESS

DEFINE OBJECTIVE AND

IDENTIFY THE

PROBLEM

DETERMINE

INFORMATION NEEDEED

DETERMINE

THE SOURCES

DECIDE RESEARCH

DESIGN

TABULATING AND

INTERPRETING THE DATA

PREPARATION OF

REPORT

FOLLOW UP

RECOMMEDATION


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Data collection method

Collection of data is the first step in statistic the gal of conclusion. The data collection process

follows the formulation of research design including the sample plan. The task of data

collection begins after a research problem has been defined and research plan checked out while

deciding about the method of data collection to be used for the student the researcher should

keep in mind two types of data viz. primary and secondary data.

Collection of primary data

Primary data is collected for the first time in keeping with the specific data requirement of

research study. They are essentially field data collected by using an appropriate survey

technique. When a field study covers the entire population, the resultant census-based data may

be termed as primary population; the sample-based data may be named as primary sample data.

There are several methods of collection primary data, particularly in surveys and descriptive

researches.

a) Preparing of Questionnaire:-

The quality and quantity of information collected through a questionnaire depends to large

extend on how best the questionnaires is prepared and designed. Well thought-out and

objectively stated questions are more effective in fetching quick response. All these come from

experience in conducting research. Questionnaires include both CLOSED as well as OPEN

ENDED questions.

b) Observation:

This method implies the collection of information by way of own observation without

interviewing respondents. The observation method is the most commonly used method

especially in studies relating to behavioral sciences. In a way we all observe things around us,

but this sort of observation is not scientific observation. Observation become a scientific tool

and the method of data collection for the research.


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C) Interaction With consumers:-

Personal interviewing is the most frequent used technique having its own merits and demerits.

One of the chief merits is that it facilities better response. The quality of answers is likely to be

more reliable and objective. For, it offers the quality of answers is likely to be more reliable and

objective. For, it offers the interviewer an opportunity to make clarification and do necessary

explanation to the respondents wherever needed. A small set of question was made for

interacting to the Dealer of Varanasi to understand their demand of the product.

Collection of secondary data

These data area complied at different levels by governments at the center and those of the state,

including government departments and other agencies entrusted with the data completion as

their specific task. At another level, there are a host of individual public and private

organization, companies, and firms which also keep generating huge data. This is done

primarily for purpose of monitoring internal functioning.

Sources of secondary data

Published survey or information from family Books, magazines, newspaper etc. Computerized database.(research paper, financial static)

Sampling plan

Convenience Sampling:-

Convenience sampling, as name implies is based on the convenience of the researcher who is to

select a sample. Convenience sampling is one in which the researcher select the most accessible

population members. Respondents in the sample are included in it merely on account of their

being available on the spot where the survey is in progress. In this researcher may stand at a

certain prominent point and interview all those or selected people who pass through that area.


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These types of samples are used primarily for reasons of convenience.

-It is often used for new product formulations or to provide

Gross-sensory evaluations by using employees, students etc.

Method of researchDescriptive Research method

Descriptive research, also known as statistical research, describes data and characteristics about

the population or phenomenon being studied. However, it does not answer questions about eg:

how/when/why the characteristics occurred, which is done underanalytic research.

Sample design

The way of selecting a sample is known as sample design. It is definite plan for obtaining sample

from given population. It refers to the procedure or technique adopted in selecting items for the

sample. Type of design is Non Probability.

Sampling universeVaranasi

Sampling frame Asking question from the retailer of Varanasi

Sample Size 100

Sample unit -Retailer

Sampling method Non probability convenience sampling

Data Analysis -Data was analysis using Ms excel

Research instrumentQuestionnaire
http://en.wikipedia.org/wiki/Statisticshttp://en.wikipedia.org/wiki/Statistical_populationhttp://en.wikipedia.org/wiki/Analytic_and_enumerative_statistical_studieshttp://en.wikipedia.org/wiki/Analytic_and_enumerative_statistical_studieshttp://en.wikipedia.org/wiki/Statistical_populationhttp://en.wikipedia.org/wiki/Statistics


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DATA INTERPRETATION

1. Which brand of beverages do you prefer?

(a). Coca-cola (b) Pepsi (c)others

Objective: To know market share of different brands.

Option No. of respondent(100) Percentage

Coca cola 42 42%

PepsiCo 58 58%

Others 0 00.00%

Interpretation: Out of 100 retailers 58% retailers prefer PepsiCo and 42% retailers prefer

coke.

Coca cola

42%PepsiCo

58%

Others

0%

percentage


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2. What is the nature of the outlet?

a) PepsiCo b) coke c) Shared

Objective: To know that what type of retail outlets are there in the market.

Options Respondents (100) Percentage%

PepsiCo 34 34%

Coke 27 27%

Shared 39 39%

Interpretation: The above chart shows that out of the surveyed 39% outlets surveyed are

shared outlets, 34% are PepsiCo monopoly outlets, 27% is coke monopoly.

34%

27%

39%

Percentage%

pepsico

coke

Shared


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3. Which brand of PepsiCo is most effective in sell?

(a). Pepsi (b) slice (c)7 up d) mirinda e) pepsi atom f) dew

Objective: To know which brand is more effective interims of selling.

Options Respondents (100) Percentage %

Pepsi 31 31%

Slice 13 13%

7 up 14 14%

Miranda 16 16%

Dew 16 16%

Pepsi atom 10 10%

Interpretation: Out of 100 retailers 31% of retailers prefers Pepsi and 16 % of retailers prefer

dew .

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

pepsi slice 7 up mirinda dew pepsi

atom

Percentage %

Percentage %


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4. Which brand is most effective in JUICE SEGMENT?

(a). MAAZA (b) SLICE (c)Fruity

Objective : To know effective brand in juice segment .


Slice 23 23%

Maaza 40 40%

Fruity 37 37%

Interpretation : Maaza is the most effective brand in the juice segment after that retailers prefer

Fruity in juice segment .

23%

40%

37%

Percentage %

slice maaza Fruity


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5. Which company gives more schemes?

(a). Coca-cola (b) Pepsi

Objective: To know which gives more schemes and offers to the retailers .


Coca Cola 29 29%

Pepsi 71 71%

Interpretation: 71% Retailers of Pepsi get schemes and only 29% retailers of coke get schemes.

Coca Cola

29%

Pepsi

71%

Percentage %


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6. In water segment which is the most consumable bottle?

(a) Kenly (b) Aquafina (c)Bailey

Objective: to know which brand is most consumable brand in water bottle .


Kenly 25 25%

Aquafina 58 51%

Bailey 37 24%

Interpretation: From the above chart it shows that Aquafina is the most consumable brand,

and retailers prefer Aquafina .

25.00%

51.00%

24.00%

Percentage %

Kinley

Aquafiina

Bailey


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7) Do you get complete range of PepsiCo products?

a) Yes b) No

Objective: To know that retailers are getting complete range of PepsiCo products.

Options Respondents(10) Percentage %

Yes 44 44%

No 56 56%

Interpretation: Out of 100 retailers only 44% of retailers are getting full range of PepsiCo

brand.

44.00%

56.00%

Percentage %

Yes

No


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7 ) About Co l a d r i nk wha t do you l i ke t he mos t ?a) Brand Name b) Taste

c) Easy Availability d) Packaging

e) Price

Objective: To know that on what basis consumers prefer Cola drinks most.

Options Respondents(120) Percentage%

Brand name 30 30%

Taste 20 20%

Easy availability 27 27%

Packaging 13 13%

Price 10 10%


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Interpretation: The brand power of PepsiCo is very high 30% retailers prefer PepsiCo because

of brand name.

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

Brand name Taste Easy

availability

Packaging Price

Percentage%

Percentage%


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9. Through which company you get more margins?

a) Pepsi b) Coca cola c) Parle Agro

Objective: To know that which companys profit margin is higher.


Pepsi 44 44%

Coca cola 42 42%

Parle Agro 14 14%

Interpretation: Retailers believe that Pepsi gives more profit margin than Coke .

Percentage %

Pepsi

Coca cola

Parle Agro


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10) What is frequency of sales executive visits in your outlets?

a) Daily b) alternate day c) weekly d) monthly

Objective: To know the visits of sales executive to the PepsiCo retail outlets .


Daily 29 29%

Alternate day 44 44%

Weekly 16 16%

Monthly 11 11%

Interpretation: Out of 100 retail outlets 44% of retail outlet Sales executives of PepsiCo

manager reach alternative

29.00%

44%

16.00%

11.00%

Percentage %

Daily

Alternate day

Weekly

Monthly


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11) How many times distributors reach to your outlets?

a) Daily b) Alternate day c) weekly d) monthly

Objective: to know the frequency of distributors in supply of the products to the retailers.


Daily 66 66%

Alternate day 19 19%

Weekly 14 14%

Monthly 11 11%

Interpretation: Out of 100 retailers only 66% of the retailers get the supply daily.

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

Daily Alternate day Weekly Monthly

Percentage %

Percentage %


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12) On the basis of sales are you satisfied with supply of product?

a) Yes b) no c) cannot say

Objective: To know that suppliers are getting supply of products timely as per their sales.

Options Respondents (120) Percentage%

Yes 47 47%

No 24 24%

Cant Say 29 29%

Interpretation: Out of 100 retailers 47% of retailers are satisfied with the distributors.

47.00%

24.00%

29.00%

Percentage%

Yes

No

Cant Say


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FINDINGS

Out of 100 retailers 58% retailers prefer PepsiCo and 42% retailers prefer coke. The above chart shows that out of the surveyed 39% outlets surveyed are shared outlets,

34% are PepsiCo monopoly outlets, and 27% is coke monopoly.

Out of 100 retailers 31% of retailers prefers Pepsi and 16 % of retailers prefer dew . Maaza is the most effective brand in the juice segment after that retailers prefer Fruity in

juice segment

71% Retailers of Pepsi get schemes and only 29% retailers of coke get schemes. Out of 100 retailers only 44% of retailers are getting full range of PepsiCo brand. The brand power of PepsiCo is very high 30% retailers prefer PepsiCo because of brand

name.

Retailers believe that Pepsi gives more profit margin than Coke. Out of 100 retail outlets 44% of retail outlet Sales executives of PepsiCo manager reach

alternative

Out of 100 retailers 47% of retailers are satisfied with the distributors. Out of 100 retailers only 66% of the retailers get the supply daily.


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LIMITATIONS OF THE PROJECT

LIMITATIONS

1. Lopsided Supply

Varanasi Has Very Distinctive Narrow Lanes and By Lanes Where It Is Impossible For the

Delivery Van to reach.

The supply to the retailers was not very efficient and not very regular, especially in some of

the markets like the Police line or the Orderly bazaar market that were on inclined plains.

This nerve is being in cashed by the Pepsi vans that regularly visit these markets, churning

away the coke share.

2. No Demand Fulfillment of The Retailers By The Distributors:

In order to clear their previous stocks the distributors use to send only those products during

route selling rather than the demanded flavors, and every day one or two of the retailers use to

cancel their orders because of the unavailability of their demanded flavors in the supply van.

3. Supply Limited Only To The Existing Retailers

The route selling vans were restricted only to their existing retailers and neither the distributor

nor the salespersons make any effort at all for capturing more retailers or selling to coke

counters. This practice is causing stagnation in the market for PepsiCo.


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4. Late Starting Of the PepsiCo Route Selling Van Compared to the coke Van

Although this problem is least often in occurrence and not so prominent yet it matters a lot. in

everyday route selling the van which first reaches its customers certainly wins the game, and

when the coke vans reaches the retailers, they use to buy rather lower quantity than the required,

already filled by the coke van which arrived too early.

5. Small Shops during the Summer Season Has Seasonal Sale & Most of Them are in the by

lanes, Therefore Missing the Delivery Van.

6. Small paan beedi shops present in the narrow lanes and by lanes have substantial sales if they

are seen collectively. So it is necessary we cater to these shops.

7. Due to the time constraint the study is restricted only to the retailers of Varanasi City and not

to the surrounding villages.

8. The coverage of the objective of the study is limited to the extent of the information given by

the company.

In spite of the above mentioned limitations, every effort has been made and the report is prepared

to the best of my knowledge.


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RECOMMENDATIONS

1. Since there is very less opportunity for urban outlets because of its saturation, companyhas to look for the rural markets. New avenues for the company are Hotels, restaurant,

clubs and conference and they should look for the sponsorship of the events.

2. Customer Executive of coke has got some power to manipulate scheme. This powershould also be given to the Sales executive of PepsiCo also.

3. Company should provide some discounts, schemes and delivery on time to the retailersto increase the market share. The company has to convert Pepsi outlets into coke outlets

by giving them promotions like schemes, gifts, proper supply.

4. Company must ensure the regular delivery of all the flavors of all the packaging on timeto the retailers.

5. The company has to convert coke outlets into PepsiCo outlets by giving thempromotions like schemes, gifts, proper supply.

6. Distributors should deliver the product daily or alternate days as per the sales of thatparticular retail outlet. Satisfaction level of retailer was very less. Retailer should get

delivery of PepsiCo products on time.


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ANNEXURE

Questionnaire for retailer

Name of retailer.

Address..

1. Which brand of beverages do you prefer?(A).Coca-cola ( B) Pepsi (C) Others

2. What is the nature of the outlet

(A) Coke ( B) Pepsi ( C) Shared

3. Which brand of coca cola is most effective in sell?

A) Thumps up b) coca cola c) sprite d) mazza e) limca f) fanta

4. Which brand is most effective in JUICE SEGMENT?

A) Maaza b) slice c) fruity

5. Which company gives more schemes?

A) Coca-cola b) Pepsi

6. In water segment which is the most consumable bottle?

a) Kinley b)Aquafina c)Bailey

7. Do you get complete range of products?

A) Yes b) no

8. About the cola drink what do you like the most?

A) Brand Name

b) Taste

C) Easy Availability


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D) Packaging

E) Price

9. Through which company you get more margins?

A) Pepsico b) Coca-cola Parle agro

10. What is the frequency of sales executive visits in your outlets?

A) Daily b)Alternate day c) weekly d) monthly

11. How many times distributors reach to your outlets?

A) Daily b)Alternate day c) weekly d) monthly

12. On the basis of sales are you satisfied with supply of products?

A) Yes b) No c) Cannot say


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BIBLIOGRAPH

BOOKS:

(kothari, 2005) Market research

(bedi, 2004) Market research

(p.kotler) 13th edition

NEWS PAPERS:

The Times Of India The Economics Times Business today & outlook

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