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Transcript of Pepsico Company
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PEPSICO PROFILE
PepsiCo is a world leader in convenient foods and beverages, with 2008
revenues of more than $29 billion and 153,000 employees. The company
consists of Frito-Lay North America, PepsiCo Beverages North America,
PepsiCo International and Quaker Foods North America. PepsiCo brands are
available in nearly 200 countries and territories and generate sales at the retail
level of about $78 billion.
Many of PepsiCo's brand names are more than 100-years-old, but the corporation
is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-
Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with
The Quaker Oats Company, including Gatorade, in 2001.
PepsiCo offers product choices to meet a broad variety of needs and preference
-- from fun-for-you items to product choices that contribute to healthier
lifestyles.
PepsiCos mission is To be the world's premier consumer Products Company
focused on convenient foods and beverages. We seek to produce healthy
financial rewards to investors as we provide opportunities for growth and
enrichment to our employees, our business partners and the communities in
which we operate. And in everything we do, we strive for honesty, fairness and
integrity.
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http://www.pepsiworld.com/ -
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PepsiCo, Inc. is one of the world's largest food and beverage companies. The
company's principal businesses include:
Frito-Lay snacks
Pepsi-Cola beverages
Gatorade sports drinks
Tropicana juices
Quaker Foods
PepsiCo, Inc. was founded in 1965 through the merger of Pepsi-Cola and Frito-
Lay. Tropicana was acquired in 1998. In 2001, PepsiCo merged with the Quaker
Oats Company, creating the worlds fifth-largest food and beverage company,
with 15 brands each generating more than $1 billion in annual retail sales.
PepsiCos success is the result of superior products, high standards of
performance, distinctive competitive strategies and the high level of integrity of
our people.
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PEPSICO INTERNATIONAL
Pepsi-Cola began selling its products outside the United States and Canada in the
mid-1930s, opening in the United Kingdom in 1936. Operations grew rapidly
beginning in the 1950s. Today, PepsiCo beverages are available in more than
170 countries and territories. Brands include Aquafina, Gatorade and Tropicana.
In addition to brands marketed in the United States, PepsiCo International brands
include Mirinda, Seven-Up and many local brands.
PepsiCo began its international snack food operations in 1966. Today, products
are available in nearly 170 countries. Often PepsiCo snack food products are
known by local names. These names include Gamesa and Sabritas in Mexico,
Walkers in the United Kingdom, Simths in Australia, Matutano in Spain, Elma
Chips in Brazil, and others. The company markets Frito-Lay brands on a global
level, and introduces unique products for local tastes.
PepsiCo World Headquarters is located in New York. It is traded on the New
York Stock Exchange under the symbol PEP. The company it formed for its
distribution and bottling business is the Pepsi Bottling Group, trading on the
NYSE under the symbol PBG.
PepsiCos success is the result of superior products, high standards of
performance, distinctive competitive strategies and the high integrity of our
people.
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PEPSI BOTTLING GROUP, PEOPLE:
Chairman & Chief Executive - John T. Cahill
Senior Vice President & Chief Financial Officer - Alfred H. Drewes
Senior Vice President, Secretary & General Counsel - Pamela C. McGuire
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PEPSICO. MISSION
To be the world's
Premier
Consumer Products
CompanyFocused on convenient
Foods and beverages.
PEPSICOS SUSTAINABLE ADVANTAGE
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Three major sustainable advantages give PepsiCo a competitive edge as we
operate in the global marketplace:
(1) Big, muscular brands;
(2) Proven ability to innovate and create differentiated products; and
(3) Powerful go-to-market systems.
Making it all work are our extraordinarily talented and dedicated people.
When we take these competitive advantages and invest in them with dollars
generated from top-line growth and cost-saving initiatives, we sustain a value
cycle for our shareholders.
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In essence, investing in innovation fuels the building of our brands.
This in turn drives top-line growth.
Dollars from that top-line growth are strategically reinvested back into new
products and other innovation, along with cost-savings projects. Thus, the cycle
continues.
SWOT ANALYSIS
STRENGTHS
It is company owned bottling operation (COBO) plant of worlds most
famous soft drink giant Pepsi co international.
It employs latest technology and well-equipped plant & machinery forproduction and bottling of soft drink.
It has a competent sales force.
Company has a very strong distribution and well built market andcurrently it holds good market share in market.
Coke s distribution is not as good Pepsi has in market. So Pepsi shouldtake benefit of the opportunity.
WEAKNESS
More Emphasis is given to large retailers.
Distribution network is not up to the mark in the rural areas.
Promotional activities are not adequate in the rural areas.
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OPPORTUNITY
As per the consumption of soft drink in India, Pepsi advertises itsproducts properly, and then it can certainly increase its market share.
India lives in rural areas & these markets are still unexplored. Infactthese market are of much more potential for soft drink.
Selection of the effective & Result oriented distributors for wide spreaddistribution.
THREATS
Introduction of various Promotion schemes by coca cola competitors ofPepsi.
Delay in the distribution due to multiple reasons.
Products of the competitors are available at low prices compared toPepsi (some time).
Bias behavior of some of the distributor to retailers.
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THE OBJECTIVE OF THE STUDY
SHARE MAPPING OF PEPSI
To calculate the accurate share of Pepsi in market.
To find the most demanded brand among the soft drink industry.
To gain complete information about the product from market.
To know the source of water (Aquafina).
To know the source of Pet (500 ml & 2 ltr both).
To know the about the chilling equipments given by the company.
To find various promotional strategies.
DISTRIBUTION & ITS CORRECTIVE ACTION.
To get the knowledge of the distribution in the market.
Route agent s approach for selling.
Company Official and Customer Executives approach toward the
retailers. How much quick they are to solve the problems of retailers.
Distributors Role in solving problems in the market and
Are customers satisfied with the service or not?
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MANAGERIAL USEFULNESS OF THE STUDY
Certainly this study would help manager to find out the exact share of
the Pepsi and Coke. And boths advertising material, cooling machines,
availability in market, favorite brand of the customer.
It provides a feedback to the company about their sales and sales
promotion schemes and what impact does it have on the retailers and
consumers.
It provides the information about the competitors strategies and their
impact on the retailers and consumers.
It helps the manager to know about the preference and choice of the
consumers so that they can plan out their future analysis on that basis.
It helps the manager to apply the various activities, which is useful to
increase the market share of its product.
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Certainly it would help to know the distribution system of both
companies in the market. Which company is proactive for customer
demand?
It will reveal about Route agents activeness and his image that he has
inculcated in the mind of the retailers.
Maintenance of the purity of the cooling machine is one of the most
important merchandising tool, through this study the managers come to
know, as to whether this purity is being maintained or not.
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SCOPE OF THE STUDY
The study gives an idea about the market share of Pepsi among
other soft drink in kurukshetra.The study provides information
about the preference and the choices of the consumers.
The study provides an idea about how much merchandising
efforts are able to create awareness among the consumers and how
much it affects the consumer in decision making at the time of
purchases.
The study gives information about the views of retailers regarding
the sales promotion schemes given to them by the company.
The study includes information about the competitors activities,
which can be helpful in determining the companys sales and
sales promotion strategies and market share of Pepsi.
The study is carried out in the kurukshetra and its adjoining
areas, which cover the rural as well as urban population.
The study, which is based on the survey, gives a very practical
knowledge about real market situation at Pepsi.
The study, which carried gives the idea about the distribution
network of the Pepsi and its rival coke.
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RESEARCH MEHODOLOGY
The study of market share the understanding and sales
promotion activities of Pepsi mainly covered data collection through
observation, questionnaire and interview of consumers and shopkeepers who
are involved in selling soft drinks.
Type of research:
Type of research carried out was exploratory in nature; the
objective of such research is to determine the approximate area where the
drawback of the company lies and also to identify the course of action to
solve it. For this purpose the information proved useful for giving right
suggestion to the company.
Data source:
Data used for the research work was primary in nature. For
consumer-oriented research, the idea of consumers was collected regarding
their views towards the catalyst of market share merchandising and sales
promotion activities of company. For trade-oriented research the ideas of
shopkeepers were collected. This type of obtaining data is called shop
intercept where people are convinced in the shop to fill in the questionnaires.
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Research approach:
Personal interviews through self administered survey was done to
collect the data, the trade related and market research were undertaken, both
were accomplished by going to different outlets.
Research instrument:
Questionnaire
Type of questionnaire:
The questionnaire prepared for the study contained close and open-
ended question, the questionnaire was formulated in such a way to take much
information from retailers.
The questionnaire was formulated by keep in mind the following
Point: -
Giving the respondents clear comprehension of the question.
Inducing the respondents to co-operate.
Giving instructions as to what is wanted.
Identifying the needs to be known.
Based on the questionnaire sufficient information was obtained which would
be useful to my organization for placing its short and long-term strategies.
Type of questions: -
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The questionnaire was prepared for the retailers and both type of
questions close-ended and open-ended were used, while some questions for
observation were prepared.
The data was collected through the observation, which include the question
like Advertising material, cooling machines and its purity maintained or not
etc.
SAMPLING PLAN
Various steps involved in the sample planning are as under: -
SAMPLE UNIT
The research process commend with the visits to different outlets (kiryana
stores, General and Provision Stores, Departmental stores, paurlmark Hotels,
Restaurant, Medical shops owners, STD booths etc,) those were involved
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Establishing the frame for the Population
Defining Population
Determining the frame for the population
Choosing the method for selecting the sample unit, probability /non-probability.
Writing the instruction for identifying and selecting actual members of the sample.
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selling in soft drink. In the research process. I had to meet retailers to know
various aspects related to the merchandising and sales promotion efforts of
the company & the interviewers were inquired about their personal profiles,
which consist of the company of demographic, psycho graphic variables and
their life styles.
Sample Design consists of cluster random sampling.
SAMPLE SIZE
Questionnaire particularly prepared for the retailers.
Sample size for the share mapping of pepsi in kurukshetra
Fordistribution in kurukshetra sample was 30.
METHOD OF COLLECTION
Field procedure for gathering primary data included observation
and interview schedule in which the questionnaire were filed by the
interviewer, while the observation was done on the basis of survey and
observing the various situation at retailers.
CONCEPTUAL DISCUSSION
MARKET SHARE
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Sales figures do not necessarily indicate how a firm is performing relative to
its competitors. Rather, changes in sales simply may reflect changes in the
market size or changes in economic condition.
The proportion of the market that the firm is able to capture can measure the
firms performance relative to competitors. This proportion is referred to as
the firms market share and is calculated as follows:
Market share =firm sales/total market sales
Sales may be determined on the sales basis (sales price multiplied by volume)
or on a unit basis (number of units shipped or number of customers served).
While the firms own sales figure are readily available, total market sales are
more difficult to determine.
Reasons to increase market share
Market share often is associated with profitability and thus many firm seek to
increase their sales relative to competitors. Here are some specific reasons
that a firm may seek to increase its market share.
Economics of scales higher volumes can be instrumental in
developing a cost advantage.
Sales growth in a stagnant industry-when the industry is not
growing; the firm can grow its sales by increasing its market share.
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Reputation-market leaders have clout that they can use to their
advantage.
Increased bargaining power-a large player has an advantage in
negotiation with suppliers and channel members.
From these drivers changing the variables of the marketing mix can
increase market share.
Product-the product attributes can be changed to provide more value
to the customers, for example, by improving product quality.
Priceprice is another factor that may effect on the market share if it
maintained in well manner.
Distribution-add new distribution channels or increases the intensity
of distribution in each channel.
Promotion-increasing advertising expenditure can increase market
share, unless competitors respond with similar increases.
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The Marketing Mix
Tar
DISTRIBUTION CHANNEL FUNCTION
Distribution Channel: -A set of interdependent organization involved in the
process of making a product or services available for use or consumption by the
consumer or business user.
The distribution channel moves goods and services from producers to
consumers. It overcomes the major time, place, and possession gaps that separate
goods and services from those who would use them. Members of the marketing
channel perform much key function. Some help to complete transaction:
Information: gathering and distributing marketing research and
intelligence information about actors and forces in the marketing
environment needed for planning and aiding exchange.
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Product
Price
Place
Promotion
Target market
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Promotion: developing and spreading persuasive communication about an
offer
Contact: finding and communicating with prospective buyers.
Matching: shaping and fitting the offer to the buyers needs, including
activities such as manufacturing, grading, assembling and packaging.
Negotiation: reaching an agreement on price and other terms of the offer
so that ownership of the possession can be transferred.
Other helps to fulfill the completed transaction:
Physical distribution: Transporting and storing goods
Financing: Acquiring and using funds to cover the cost of the channel
work
Risk Taking: Assuming the risks of carrying of the channel work
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DATA ANALYSIS
1. Type of outlet.
Restaurant
22%
Convenience
29%
Grocery
49%
Restaurant
Convenience
Grocery
Interpretation: -Above stated graph shows the Type of the Outlets that wehad surveyed.
2. Size of outlet.
Small
22%Big
36%
Medium
42%
SmallMedium
Big
Interpretation: -Above Stated graph shows the size of the outlets.
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3. Monopoly of the outlets.
Mix84%
Pepsi
5% Coke
11%
Pepsi
Coke
Mix
Interpretation: -It describe about the monopoly of the outlets. As we caneasily recognize coke has more monopoly stamina.
4. Company wise Performance of every player in cold & warm stock.
46.8348.66
3.28 1.22
0.00
20.00
40.00
60.00
% Company wise
Series1 46.83 48.66 3.28 1.22
Pepsi Coke Frooti Other
[Interpretation: - Above graph show the performance of Pepsi, Coke, frootiand others.
5. Pepsis Cold & Warm Stock brands wise.
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45.84
25.96
2.238.28
14.09
3.59
0.00
10.00
20.00
30.00
40.00
50.00
Series1 45.84 25.96 2.23 8.28 14.09 3.59
Pepsi M.Orng M.Lem Slice M.Dew 7 up
Interpretation: -Above stated graph shows the performance of Pepsis all
Brands in market.
6. Sale In week company Wise.
45.72
50.04
2.05 2.19
0.00
10.00
20.00
30.00
40.00
50.00
60.00
Pepsi Coke Frooti Locals
Interpretation: -Above one shows the Sale of Each Company in a week.Coke has Good Share in sale.
7.Sale of Every Brand independently in a week.
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18.84
14.94
12.17
0.99
7.76 7.04
1.38
4.41 4.78
1.91 2.05
21.23
0.332.19
0.00
5.00
10.00
15.00
20.00
25.00
Pepsi
Coke
M.orn
M.lem
Fanta
M.dew
Sprite
Maa
zaSlice 7
up
Frooti
Limca
Thum
sup
Othe
rs
Interpretation: -Above Graph describes the Sale of Each Brand of Pepsiand coke independently. As we can easily recognize Lima is highest selling
brand in week and 2nd Position taken by Pepsi (cola) itself.
8.Coke Companys Cold & Warm Stock Brand wise.
31.7343.15
13.89
6.204.02
1.01
0.00
10.00
20.00
30.00
40.00
50.00
Series1 31.73 43.15 13.89 6.20 4.02 1.01
coke limca fanta maaz sprite thums
Interpretation: -Above Shown graph tells about the Performance of cokesPerformance Brand wise.
9.Entire Market Pack wise.
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21.36
6.72
45.39
16.2610.27
0.00
20.00
40.00
60.00
Series1 21.36 6.72 45.39 16.26 10.27
200 ml 250 ml 300 ml 500 ml 2 ltr
Interpretation: -Above stated Graph Describe the Performance of Packs inthe market. As we can find 300 ml in highest selling pack and then followed
by 200 ml, 500 ml & 2 ltr, 250 ml.
10.Performnace of All Brands In the Market.
Limca
21%
Thums up
0%
Pepsi
22%
M.Orng
12%
M.lem
1%
Slice
3%
M.dew
7%7 up
2%
Coke
15%
Fanta
7%
Sprite
2%
Maaza
4%
Others
1%
Frooti
3% Pepsi
M.Orng
M.lem
M.dew
Slice
7 up
Coke
Fanta
Limca
Maaza
Sprite
Thums up
FrootiOthers
Interpretation: - Above stated graph Depict thePerformance of all brands independently. Whether it isPepsi, Mirinda Orange, Mazza, Slice, Fanta Or Limca andsprite.
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11.200 ml Performance Product wise in cold & warm stock.
20.23
10.19
7.45
1.56
16.56
7.36
24.05
12.59
0.00
5.00
10.00
15.00
20.00
25.00
Series1 20.23 10.19 7.45 1.56 16.56 7.36 24.05 12.59
PepsiM.Ora
nge
M.De
w
7 Up Coke Fanta Limca Frooti
Interpretation: -Above graph describe the 200 ml PacksPerformance Product wise.
12. 300 ml Performance Product wise in cold & warmstock.
Maaza
5%
Sprite
3%
Fanta6%
Coke
15%
7 Up
2%
Slice
7%
M.Dew
6%
M.Lem
2%
M.Orng
11%
Pepsi
19%
Local
2%Thums up
1%Limca
21%
Pepsi
M.Orng
M.Lem
M.Dew
Slice
7 Up
Coke
Fanta
MaazaSprite
Limca
Thums up
Local
Interpretation: -Above stated graph shows the market of 300 ml pack.
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13. 2 ltr Performance Product wise.
28.13
14.58
0.30
4.63
0.99
17.98
7.43
1.530.13
21.72
2.57
0.00
5.00
10.00
15.00
20.00
25.00
30.00
Series1 28.13 14.58 0.30 4.63 0.99 17.98 7.43 1.53 0.13 21.72 2.57
PepsiM.Or
ange
M.Le
mon
M.De
w7 Up Coke Fanta Sprite
Thum
s up
Limc
aFrooti
Interpretation: -Above graph shows the performance of 2 ltr in the market.
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Distributor Wise
Luckys Area: -Cold & Warm Stock.
14. Cold & Warm Stock Company wise in luckysarea.
41.7253.62
3.261.40
0.00
10.00
20.00
30.00
40.00
50.00
60.00
Pepsi Coke Frooti Others
Series1
Interpretation: -Above Graph shows the Performance of Pepsi, Coke andFrooti, Local Companies.
15.Cold & Warm Stock of all Brands independently inLuckys Area.
25%
17%1%
4%
5%
0%
11%
20%
1%3%0%
2%3%
8%
Pepsi
M.Ong
M.Lem
M.dew
Slice
7 up
Coke
Limca
Fanta
Maaza
Sprite
Thums up
Frooti
Interpretation: -Above graph describe the Performance ofevery Product in the market.
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16.Sale in week Brand wise.
19.34
16.31
12.25
0.88
6.31 6.48
0.96
5.24 4.50
1.012.19
21.34
0.482.72
0.00
5.00
10.00
15.00
20.00
25.00
Interpretation: -Above one graph describe about the Performance of eachbrand in luckys area. As easily can be find out the Performance of Limca ison No.-1 and Pepsi is on No.-2.
17.Sale in Week Company wise in Luckys area.
44.46
50.64
2.19 2.72
0
10
20
30
40
50
60
Pepsi Coke Foorti Local
Interpretation: -Above states graph shows the sale of Company Like Pepsi,Coke and Frooti, Local.Coke has good share in luckys area.
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Aryas Area
18. Cold & Warm Stock of all Brands independently inAryas Area.
Limca
18%
Coke
13%
7 up
3% Slice
5%
M.dew
8%
M.Lem
2%
M.Ong
13%
Pepsi
22%
r
0%Maaza
3%
Fanta
7%
0%
3%
3%Pepsi
M.Ong
M.Lem
M.dew
Slice
7 up
Coke
Limca
FantaMaaza
Sprite
Thums up
Frooti
Others
Interpretation: -Above stated graph shows the Performance of each brandin the aryas area.
19. Overall % of all companies in Aryas area.
52.88
43.86
3.250
0
20
40
60
Overall % Comapny Wise
Series1 52.88 43.86 3.25 0
1 2 3 4
Interpretation: -Above graph describe the companys performance alone inaryas area.
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20.Company Wise Performance in Aryas Area.
4637
1572.53 00500
1000
1500
2000
2500
3000
3500
4000
4500
5000
Pepsi Coke Frooti Local
Interpretation: -Above one shows the Performance of the Companies in theAryas area.
21.Company wise sale in week in aryas area.
20.07
10.41
14.93
2.18
6.43
10.31
1.74
3.906.49
3.602.53
17.11
0.31 00.00
5.00
10.00
15.00
20.00
25.00
Pepsi
Coke
M.orng
M.lem
Fanta
M.dew
Sprite
Maa
zaSlice 7
upFr
ooti
Limca
Thum
sup
Local
Interpretation: -Above one graph shows the Performance of every brand inAryas area.
Sehgals area
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22. Cold & Warm stock of all Brands independently inSehgal s Area.
Sprite2%
Frooti
3%
Thums up
0%
Fanta
8%
Maaza
3%
Others
1%Pepsi
20%
M.Ong
11%
M.Lem
0%
M.dew
5%
Slice
4%7 up
1%Coke
17%
Limca
25%
Pepsi
M.Ong
M.Lem
M.dew
Slice
7 up
Coke
Limca
Fanta
Maaza
Sprite
Thums up
Frooti
Others
Interpretation: -Above states graph shows the
Performance of the every brand in Sehgals Area.
23. Cold& warm stock company wise in sehgals area.
41.7253.62
3.261.40
0.00
10.00
20.00
30.00
40.00
50.00
60.00
Pepsi Coke Frooti Others
Interpretation: -Above stated graph shows the Companywise Performance in Sehgals Area.
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24. Sale in week Company wise in sehgals area.
36.83
57.99
1.55 3.62
0
10
20
30
40
50
6070
Pepsi Coke Frooti Other
Interpretation: -Above stated graph depict the sale in sehgals areacompany wise.
25.Brand wise sale in sehgals area.
17.4617.67
9.82
0.08
9.89
4.73
1.424.223.58
1.161.55
24.55
0.24
3.62
0.00
5.00
10.00
15.00
20.00
25.00
30.00
Pep
coke
m.orng
m.lem
fanta
m.dew
sprite
maaza
slice
7up
frooti
limca
thumsup
other
Interpretation: -Above One Graph state Performance orevery Brand in sehgals area.
26.Ist Highest selling Brands of the Retailer.
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43.78
24.8316.21
7.02 3.78 2.71.08 0.54
010
20
30
40
50
Limca
Pepsi
Coke
M.Orang
e
M.Dew
Slice
Maa
zaFa
nta
Interpretation: -Above graph denotes the Customer Preferences of brands.
This is the highest selling brand of the retailer. Every retailer has different
type of consumers and according to their preferences they consume soft
drinks .as clearly stated by above Limca is the highest selling brand of most
of the retailers.
27.2nd highest selling brands of the retailer.
30.27
23.24
17.83
12.97
2.74.32 3.78 3.24
1.081 0.54
0
5
10
15
20
25
30
35
Limca
Pepsi
Coke
M.Or
ang
M.Dew
Slice
Maa
zaFa
nta
Frooti
7up
Interpretation: - Above graph show the 2nd favorite brandof the customers.
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28.Third. highest selling brands of the retailer.
.
12.4316.75
10.81
20.54
4.32 3.246.48
14.05
0.54 0.54
10.27
0
5
10
1520
25
Limca
Pepsi
Coke
M.Orang
e
M.Dew
Slice
Maa
za
Fanta
Thum
sup
7up
Don't
Have
Interpretation: -With the help of above graph we can understand the 3 rd
highest selling brands of the retailer.
29.fourth. highest selling brand of the retailer.
4.32 3.78 4.86 5.94 6.48 4.86 2.7
11.89
0.54 0.54 1.08
52.97
0
10
20
30
40
50
60
Limca
Pepsi Coke
M.Orange
M.Dew
SliceM
aaza Fanta
Frooti 7up Sp
rite
Don't
Have
Interpretation: -With theabove graph we can know aboutthe 4th highest selling brands of the retailers.
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30.What impact in your shop.
Scheme33%
Discount
18%
Demand
45%
Other
4%
Scheme
Discount
Demand
Other
Interpretation: - Above one state that what impact most on retailer mind.Whether it is Demand, Schemes, Discount or any other thing.
31. Chilling equipment by Pepsi and Coke.(In numbers)
42
22 2026
4 1 6
95
0102030405060708090
100
PepsiVisi
CokeVisi
PepsiOyc
CokeOyc
PepsiBox
CokeBox
OwnBox
Refrig
rator
Interpretation:-Above graph tells about the chilling equipment that Pepsi
and coke has allotted to retailers and more about the number of refrigeratorthat is own by retailer itself.
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32.Flex sheet by companies.
Pepsi
50%
Coke
6%
Other
44% Pepsi
Coke
Other
Interpretation: -Above one speaks about the flex sheetthat is given by the companies in the market.
33.Light board by the companies.
Pepsi
25%
Coke
37%
Other
38%Pepsi
Coke
Other
Interpretation: -Above one shows the Light board given bythe company to its customers. As we can find that morelight board given by the coke.
34.Tin Board by companies.
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Pepsi
29%
Coke
15%
Other
56%
Pepsi
Coke
Other
Interpretation:-Above one state that How many tin boardare given by Pepsi and Coke to its consumers.
35. Painting provided by companies.
Pepsi
62%
Coke
22%
Other
16%
Pepsi
Coke
Other
Interpretation: - Painting given by the Pepsi, coke andother local players to their customer.
36. Highest selling Pack.
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36.76
51.89
1.62
9.72
0
10
20
30
40
50
60
200 ml 300 ml 500 ml 2 ltr
Interpretation:.: -Above one state the highest sellingbrand in the market.
37. Brand, which is, not sells by retailers.
39
30.65
16.78
5.83
0.722.91 1.45
21.89
12.4
3.641.452.189
0
5
10
15
20
25
30
35
M.Lem
Thum
supM
.Dew
Maaza
Coke
Fanta 7up Sp
ritePe
psiFr
ooti Slice
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Interpretation: :-It tells about the brands, which are notsold by the retailers.
38.Water available in the market.
15.85 13.41
1.21 1.21 1.21 3.65
63.41
010
20
30
40
50
60
70
Bisle
ri
Aquafin
a
Kingfishe
r
Gang
a
Spring
Bagpiper
Kinle
y
Inter:-In above bisleri is the highest selling brand in themarket.
39.No.of cases available to retailers.
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3.24
49.72
35.13
4.86 4.862.162
0
10
20
30
40
50
60
no 0 to 10 11 to 25 26 to 40 41 to 70 >70
Interpretation: -Above one graph describe about thenumber of cases available at the retailer shop.
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Share Mapping Of GhraondaCity
1. Cold & Warm stock Company wise.
48.45
39.39
7.704.46
0.00
10.00
20.00
30.00
40.00
50.00
60.00
Pepsi Coke Frooti Other
Interpretation: -Above Stated Graph Tells about the Cold &Warm stock in the Ghroandas Market. Pepsi is No.-1 in thismarket.
2. Cold & Warm Stock Brand wise in Ghroandas
Mkt.
22.24
19.02
0.05
3.12 3.59
0.44
8.90
3.73
22.68
2.97
0.270.83
7.70
4.46
0.00
5.00
10.00
15.00
20.00
25.00
Pepsi
M.Orang
e
M.Lem
on
M.Dew
Slice
7up
Coke
Fanta
Limca
Maaza
Sprite
Thum
sup
Frooti
Othe
r
Interpretation: -Above One Shows the Performance Ofevery Brand In Cold & Warm Stock.
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3.Pack wise sale in Ghroanda market in a week.
7.34 8.70
69.63
5.63 8.69
0.00
10.00
20.00
30.00
40.00
50.00
60.00
70.00
80.00
200 ml 250 ml 300 ml. 500 ml. 2 ltr
Interpretation: -Above graph shows the Performance ofPacks in week.
4.Sale in week Companies Wise in Ghar. Market.
50
40.12
3.77 6.09
0
10
20
30
40
5060
Pepsi Coke Frooti Other
Interpretation: -Above Graph Shows the PerformanceCompany wise in Ghar. Market. Pepsi is Leader in sale inGhar.Market.
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5.Ist Highest selling brand in Ghroanda Market.
4440
6 6 4
0
10
20
30
40
50
Pepsi Limca M.Orang Coke ATKT
Interpretation: -Above Stated graph tells about thehighest selling brand in the market.
6.Source of 500 ml Pet.
61.53
15.3819.23
3.84
0
10
20
3040
50
60
70
Mathura Nagpur Aradhana Jodhpur
Interpretation: -With the help of above graph we canunderstand the source of pet.
7.Source of 2 ltr Pet.
33.33
2.77
55.55
5.55 2.77
0
10
20
30
40
50
60
Mathura Nagpur Aradhana Jalandhar Delhi
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Interpretation: -With the help of above graph we canunderstand the source of pet.
8.Water available in the market.
25
6.25
50
18.75
0
10
20
30
40
50
60
Aquafina Kinley Bisleri Other
Interpretation: -With the help of above graph we canunderstand the water available in the market.
9.Chilling Equipment available in the market (innumbers).
37
51
53 1
0
510
1520
25
3035
40
Own
Refg.
Pep.
Visi
Coke
Visi
Pep
Oyc
Coke
Oyc
Own
Box
Interpretation: -The above graph speaks about the chillingequipments available in the market.
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Distribution in KurukshetraAbout salesman
1.How frequently Sales man Visit?
93.33
6.66
83.34
16.66
0
10
20
30
40
50
60
70
80
90
100
Daily Alternatively
Pepsi
Coke
Interpretation: -The above graph shows the Sales man sVisit. It tells about how frequently a Route Agent Visit theOutlets.
2.Does he come in uniform?
Almost
47%
Sometime
33%
Hardly
0%
Never
13%
Always
7%Never
Hardly
Sometime
Almost
Always
Interpretation: -Above graph describe about Does
Salesman go in uniform or not. But 47% Retailer Say hecomes in uniform.
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3.Does he Provide Bill?
Always
3%
Almost
7%
Sometime
17%
Hardly
13%
Never
60%
Never
Hardly
Sometime
Almost
Always
Interpretation: - Only 3% Retailer say Salesman providebills & 60 % say never provide bill.
4.Does he provide scheme?
3.33 3.33
23.33
70
0
0
10
20
30
40
50
60
70
80
Never
Hardly
Sometim
e
Almost
Alwa
ys
Interpretation: -70 % Retailer say he provide schemealmost. Nobody said he provide scheme always.
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4.Does he help you in display?
50
20 20
10
00
10
20
30
40
50
60
Never
Hardly
Sometim
e
Almost
Alwa
ys
Interpretation: -just 10% retailers say salesman mostly helpsin display. 50% said never helps.
5.Does he come with entire range?
0
10
3
53
34
0
10
20
30
40
50
60
Never Hardly Sometime Almost Always
Interpretation: -just 10% retailers say salesman does not
come with entire range.34% said he always come withentire range.
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6.which companys salesman is good?
60
34
6
0
10
20
30
40
50
60
70
Both Good Pepsi Coke
Interpretation: -Above graph state which companyssalesman is good.34% said Pepsis & 6 Cokes.
7.Are you satisfied with the behavior of sales man?
100
00
20
40
60
80
100
120
Yes No
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Interpretation: -Above graph depict every one is satisfiedwith the service of salesman.
About Company Official (C.O)
1.How frequently company official visit you? (In %)
Interpretation -Above one graph speaks about the visit ofcompany official.
2.en you (retailer) met him last time?
3 4
24
3 3 3
54
6
0
10
20
30
40
50
60
10
days
befo
re
2m
onth
sbefore
4m
onth
sbefore
6m
onth
sbefore
8m
onth
sbefore
lasty
ear
Never
Can't
Say
50
54
107 6
37
13
0
10
20
30
40
50
60
Never Rarely Before
2 Mnt
After 3
Mnt
After 6
Mnt
After 1
year
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Interpretation: -This graph Describe when C.O Met lasttime to retailers.
3.Do you know the name of Customer Executive andhis Mobile No.?
13
87
7
93
0
20
40
60
80
100
yes NO
Name
Cell no
Interpretation: -Just 13 % Retailers Know his name, Restdoes not know. and only 7 % Retailers has his phonenumber.
4.how frequently cokes CE visits you?
57
16
7
14
6
0
10
20
30
40
50
60
Never Within 1
Month
1 Month
After
In 3 Month Once
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Interpretation: -57 %retailer said CE never visit us.6 %said once he met us.
5.Does the visit of C.O of Effects display?
Yes
30%
No
70%
Yes
No
Interpretation: -70% retailers said visit of C.O does not
effects
6. Does CO respond to yours problems?
34 33
6
24
3
0
5
10
1520
25
30
35
40
Never Hardly Sometime Almost Always
Interpretation: - 34 % retailers said he never respond to
our problem.3 % said he always respond to our problempromptly.
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7.Are you satisfied with the services of companyofficial?
50
30
7 103
0
10
20
30
40
50
60
N
ot
Hardly
Sometim
e
Almost
Yes
Interpretation: - 50% retailers are not satisfied from theservices of the CO. just 3 % retailers are satisfied with theservices of the CO.
8.Are you satisfied with the behavior of the CO?
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60
40
0
10
20
30
40
50
60
70
Yes No
Series1
Interpretation: - 40% retailers are not satisfied with thebehavior CO.
About Distributor
1.Name of Distributor?
Name of Distributor
90
10
83
17
0
20
40
60
80
100
Yes Don,t Know
Pepsi
Coke
Interpretation: -90 % retailers know the name of Distri.ofPepsi and 10 % dont know. In case of coke 83 % know & 17 %dont know.
2.Does distributor respond to your Problem?
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6
17
40
30
7
010
20
30
40
50
Neve
r
Hardly
Sometim
e
Almost
Alwa
ys
Series1
Interpretation: -6% retailers said he never respond to ourproblem.7% said he always respond to our problem.
3.Do you (retailer) get supply on time?
0 0 3
50 47
0
10
2030
40
50
60
Never
Hardly
Sometim
e
Almost
Alwa
ys
Series1
Interpretation: -47% retailers said they get supply always attime.
4.Are you satisfied with the behavior of Distributor?
Are you SAtisfied from Distributor
87
13
0
20
40
6080
100
Yes No
Series1
Interpretation: -87 % Retailers are satisfied from the
behavior of distributor.13 % are not satisfied.
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5.Suggestion for improvement?
30
37
36
14
37
00
5
10
15
20
25
30
35
40
Billin
g
Availabilty
St.
Signag
e
Chille
r
Coop
.Dist
.
Info
rmation
C.OVi
sit
ImproveSM
Interpretation:-37 % retailers given suggestion forsignage &37 % given suggestion For CO visit.
Observation During the survey
(Its additional to project)
Factors Affecting the Sale
1. Availability
2. Quality
3. Schemes & Packages For Retailers And Customers
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4. Mind setup of Retailers
5. Visit of Salespersons
6. Seasonality
7. Packaging
8. Replacement
9. Advertisement
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FINDINGS
1. During Survey it was found that M.Orange and M.Dew has insect
problem.
2.Visi is being a major problem for retailers it must be taken in toconsideration.
3.Advertising material was not properly allotted to retailers, even some ofthe retailers had 2-3 tin or light board but on the other side some of theretailers didnt have single one.
4.Even Company official had made false promises that are not good,Even you can satisfy retailer with fake promises for short term but it isnot good for long term.
5.Purity of Visi was a major problem and visi should be provided topotential customer.
6.Source of Pet (for both 500 ml & 2 ltr) was other state.
7.Rates of Authorized dealer were not matching with the rates of the
small unauthorized, because of this unauthorized dealers were able toavailable the goods at cheaper rates.
8.There was not more concentration on selling aquafina in market; Bislerihas a strong presence in market.
9.Enough Gas was not available in the bottles of Pepsi.
10.Proper emphasis is not given to rural area.
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If going seems easy, it means you aregoing downhill
To sustain the market share
1.Beverage companies provide refrigeration facility (Visi) to the retailers.The retailers complain that whenever their visis have any technical
problem, then it takes long time until the company services the visi. Thishas an adverse impact on the sale of products therefore, adequatearrangements should be made to ensure that the visis are serviced in theshortest possible time and thereby reducing inconvenience caused toretailers.
2.Provide supply at time. Because Market has a Rule firstcome first serve. Retailers cannot wait for supply.
Therefore service must be quick.
3.More schemes, gifts as these are the catalyst of marketshould be made available at right time. Schemes must beproper so that customer can be attracted.
4.Company should provide more Ads Material in the Formof Glow Sign Board with shop names, Banners, WallPainting & Hoarding.
5.Customer executive should not make false promiseswith retailers.
6.Customer executive should visit outlets time to time.
7.Customer executives should encourage the Route agent,so that he can work with self-motivation.
8.Customer Executive not only focuse on the distributorbut also on the retailers.
9.Company should provide Freeze (Visis) at Maximumoutlets, so that chilled Soft Drinks Can Be Available For
Customers.
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10.Repairing of Visi must be Time to Time.
11.Blasted bottles & Leakage bottles should be replacedat time.
12.Retailers feedback must be timely and regularly.
To increase the share in the market.
1. 60-70% population of India still living in rural area.There is very much potential in that area. But it is stilluntapped. So Pepsi should focus on that one also.
2. Advertisement material should be given in rural area,for the awareness.
3. Selling is an art, so Route Agent must be taught Howto sell, how to talk and how to convince the retailers.
4. A healthy Relationship should be developed by
Company with retailers, as to increase the salesvolume and also to develop some sorts of trust withcompany, which help retailers to start recommendingthe brand; it will certainly boost the sell and would begood for long run.
5. Quality of the product is very much important intodays competitive scenario. Customer cannot
compromise with the quality. So Quality ControlManagement should be very proactive.
6. Pepsi should conduct more marketing event like roadshows and should go for colleges and schools. It willbe really helpful to increase the sale.
7. Limca is major Threat for Pepsi, so Pepsi must giveboost up Mirinda Lemon in the market so that more
customer can be fetched to the product with moreschemes and attractive gifts and Retailers also must
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be enforced to buy the product it is possible whenthey are given attractive gifts and incentive.
8. Product innovation is key to success so companieskeep on doing this.
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Appendix-AQuestionnaire for Retailers
Name of outlet : _____________________________
Address : _____________________________
__________________________
Contact No. : _____________________________
Name of person contacted : _____________________________
Area : _____________________________
Location : _____________________________
Cluster or single : _____________________________
Discounted or non discounted : _____________________________
Kind of customer catered : _____________________________
Type of outlet : (a) Restaurant (b) Grocery (c) Convenience
Size of outlet : (a) Small (b) Medium (c) Big
Monopoly : (a) Coke (b) Pepsi (c) Mixed
1. Do you sell beverages?
(a) Yes (b) No
2. What kinds of beverages do you sell?
(a) Soft drinks (b) Fruit juice
(c) Tea / Coffee (d) Lassi
(e) Any other _____________
3. Which brands of Soft drinks do you sell?
(a) Pepsi (b) Coke (c)
M.Orange
(d) Mirinda Lemon (e) Fanta (f) 7 UP
(g) Sprite (h) Maaza (i) Slice
(j) Mountain Dew (k) Frooti (l) Limca
(m) Thums UP (n) Any other local brands ______________
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4. No. of bottles in cold and warm stock.
Quantity
Brands
200 ml. 250 ml. 300 ml. 500 ml. 2 ltr.
Cold War
m
Col
d
War
m
Cold Warm Cold Warm Cold Warm
Pepsi
Coke
Mirinda Orange
Mirinda Lemon
Fanta
Mountain Dew
Sprite
Maaza
Slice
7 Up
Frooti
Limca
Thums UpOther local
5. No. of cases sold during a week.
Quantity
Brands
200 ml. 250 ml 300 ml. 500 ml. 2 ltr.
Pepsi
Coke
Mirinda Orange
Mirinda Lemon
Fanta
Mountain Dew
Sprite
Maaza
Slice
7 Up
Frooti
Limca
Thums UpOther local
6. Different type of water bottle available at outlet.
Aquafina Kinley Bisleri Others
7. Average sale of brands in this month or previous month.
(a) Pepsi _________ (b) Coke _________ (c) Local _________
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8. From where do you purchase Soft drinks?
(a) Pepsi ___________________________
(b) Coke ___________________________
(c) Local ___________________________
9. Which brands have highest selling?
1. ___________________________
2. ___________________________
3. ___________________________
4. ___________________________
5. ___________________________
10. Which brands have highest demand?
1. ___________________________
2. ___________________________
3. ___________________________
4. ___________________________
5. ___________________________
11. Which pack is in highest selling?
1. ___________________________
2. ___________________________
12. Which brand and pack you dont buy or sell at all?
1. ___________________________
2. ___________________________
3. ___________________________
13. What is the percentage of on premises consumption?
___________________________
14. What is you total annual sale? [Pepsi and Coke and Local Mix (assumption)]
___________________________
15. Is there any difference in consumption pattern comparatively to last year?______________________________________________________________
(a) PET is selling more (Y/N) (b) Less glass sale (Y/N)
(c) Juice selling more (Y/N)
16. What impacts Soft drinks share in your outlet?
(a) Scheme from company (b) Discount from company
(c) Demand of customer (d) any other _____________
17. How many empties do you have?
___________________________
18. With whom these empties are deposited? [Please write No.]
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Pepsi Coke Own
19. What chilling equipment do you have? [Please tick ()]
Coke Pepsi OwnIce Box
OYC
Visi
Refrigerator
20. Which signage do you have?
Pepsi Coke Other
Flex
Light board
Tin board
Painting
Rack
Table and chair
21. Reason for not buying a particular brand or company?
(a) Need discount (b) No Supply
(c) Need Visi (d) Any other ______________
22. Which cold drink do you drink / favorite and why? _________________________
23.From where you buy the Pet. (or source of Pet.)
(a) 500ml _____________________
(b) 2ltr _____________________
Appendix-B
Questionnaire for Retailers
Name of outlet : _____________________________
Address : _____________________________
__________________________
Contact No. : _____________________________
Name of person contacted : _____________________________
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Area : _____________________________
Location : _____________________________
Cluster or single : _____________________________
Discounted or non discounted : _____________________________
Kind of customer catered : _____________________________
Type of outlet : (a) Restaurant (b) Grocery (c)
Convenience
Size of outlet : (a) Small (b) Medium (c) Big
Monopoly : (a) Coke (b) Pepsi (c) Mixed
1. Do you sell beverages?
(a) Yes (b) No
2. Which kinds of beverages do you sell?
(a) Soft drinks (b) Fruit juice (c) Tea / Coffee
(d) Lassi (e) Any other _____________
3. Which brands of Soft drinks do you sell?
(a) Pepsi (b) Coke
(c)M.Orange
(d) Mirinda Lemon (e) Fanta (f) 7 UP(g) Sprite (h) Maaza (i) Slice
(j) Mountain Dew (k) Frooti (l) Limca
(m) Thums UP (n) any other local brand_____________
14. Do you know you salesman by his name?
(a) Yes (b) No
If yes, Name please ___________________
15. Does he know you by name?
(a) Yes (b) No
16. Which companys sales persons are well behaved with you?
_______________________________________
17. Are you satisfied with the behavior of salesperson?
(a) Yes (b) No
Company official:
18. How many times company official visits you?
(a) Pepsi _____ (b) Coke ______ (c) Local ______
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19. When you met him last time? _________________
20. Do you know name of customer executive of your area?
(a) Yes (b) No
If yes, Name please ___________________
21. Do you know contact number of customer executive of your area?
(a) Yes (b) No
If yes, Number please ___________________
22. Does he know you by name?
(a) Yes (b) No
23. Does the visit of company official effects the display of product?
(a) Yes, How _______________________________
(b) No, How ________________________________
Rank the following on the scale of 1 to 5. Where 1 stands for lowest and 5 stands for
highest.
24. Does he respond to your problems promptly?
1 2 3 4 5
25. Do they listen your problem?
1 2 3 4 5
26. Do they solve your problem?
1 2 3 4 5
27. Do they provide information announced by the co.?
1 2 3 4 5
28. Are you satisfied with the services of C.O. of Pepsi?
1 2 3 4 5
29. Are you satisfied with the services of C.O. of Coke?
1 2 3 4 5
30. Does he come in proper uniform?
1 2 3 4 5
31. Are you satisfied with the behavior of company official?
(a) Yes (b) No
Distributor:
32. Name of distributor?
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(a) Pepsi ___________________________
(b) Coke ___________________________
(c)Local __________________________
33. Does the distributor know you by name?
(a) Yes (b) No
Rank the following on the scale of 1 to 5. Where 1 stands for lowest and 5 stands for
highest.
34. Does he respond to your problems promptly?
35. Are you satisfied with the services of distributor?
36. Do you receive supply on time?
37. Fulfillment of orders according to your specifications?
38. Are you satisfied with the behavior of Distributor?
(a) Yes (b) No
39. Do you need credit?
(a) Yes (b) No
40. Is any other company is providing credit to you?
(a) Yes (b) No
If yes, Company name _______________________
41. Do you have regular stock out of any brand?
(a) Yes (b) No
If yes, brand name ___________________________
42. Are you satisfied with the distribution system of the company?
(a) Pepsi Yes No
(b) Coke Yes No
If not, why ________________________________________________
43. What are the good points of distribution of Pepsi and Coke?
Pepsi Coke Other 1.
2.
3.
4.
44. Do you recommend any suggestions to improve the distribution?
_____________________________________________________
45. Suggestion for improvement.
(1) Proper Billing (2) Easy availability of stock
(3) Provide signage (4) Provide Chiller
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(5) Cooperation from distributor (6) Information / Awareness
(7) More company official visit (8)Improved salesman behavior
Bibliography
Principles of Marketing (Philip Kotler)
www.Pepsi.com
www.Pepsico.com
www.Pepsiworld.com
www.google.com
http://www.pepsi.com/http://www.pepsico.com/http://www.pepsiworld.com/http://www.google.com/http://www.pepsi.com/http://www.pepsico.com/http://www.pepsiworld.com/http://www.google.com/