Market share of Pepsi

Presented by: Ankita yadav (09)

Objectives MethodologyAnalysisFindings RecommendationsConclusion

overview

RESEARCH OBJECTIVE

PRIMARY OBJECTIVE:

“Market share of Pepsi in jameshedpur “

SECONDARY OBJECTIVE:

To evaluate and analyze the market share of Pepsi vs. Coke in different areas of Jamshedpur.

To find out the sales level of Pepsi in comparison of Coke.

RESEARCH OBJECTIVE

SECONDARY OBJECTIVE:

To find out the dealer’s perception about the Pepsi product.

To know various consumer and retailer schemes meant for sales Promotion.

To find out the market gaps and analyze them.

To eliminate or lessen those gaps.

Research methodology Survey area:Sakchi part 1

Sakchi part 1 is classified into seven areas: Sakchi Market Kashidi Line Refugee Colony Home Pipe Garam Nala Sakchi kabristan Gurudwara Basti

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Total population: 120 major retailer outlet in sakchi part1 Target population: Out of 120 outlets I have selected 100 outlets for my

survey. sampling method: I have used stratified random sampling

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Data collection source

1 PRIMARY SOURCE: survey through structured questionnaire.

2 SECONDARY SOURCE: List of retail outlets taken from the customer executive . Every dealer survey (EDS)

Market analysis

Market share analysis: Market share can be defined as the percentage of all sales

within a market that is held by one brand / product or company.

Market share can be measured by several ways

The two most important measures of market share are as follows:

Revenue wise Volume wise

Market analysis

Empty strength of the cases in the exclusive outlets

of Pepsi and Coke Empty strength of the cases in the mixed outlets .

Other factors :Channel wiseOutlet wiseSignage wise

Market analysis

Visicooler wiseVisicooler with Night guardProduct wise share of sale of Pepsi.Market share of packaged drinking water.Services wise

Outlet wise share INTREPRETATION: In the market I found that

outlets are classified as Pepsi exclusive, Coca Cola exclusive and mixed outlets.

Outlets % share Pepsi exclusive 28 % Coca Cola exclusive 18

% Mixed 54 %

PEPSI28%

COKE18%

MIXED54%

Volume wise share

INTRPETATION During my analysis I

found that Pepsi has maximum share with respect to volume in the market.

Volume %share Pepsi 62% Coca Cola 38%

pepsi62%

coke38%

Empty strength of the cases INTRPRETATION: EXCLUSIVE OUTLETS: Exclusive outlets are those

which only deal in PEPSI products or COCA COLA products in the market.

Empty strength %share Pepsi 54 % Coca Cola 46 %

pepsi54%

coke46%

Empty strength mixed outlets

INTRPETATION: MIXED OUTLETS:

Mixed outlets are those outlets which deals in both Pepsi and Coca Cola products.

Empty strength %share

Pepsi 45 % Coca Cola 55%

pepsi45%

coke55%

Product wise sale of Pepsi and CoCa Cola

pepsi31%

slice21%

7up19%

mirinda14%

dew12%

nimbooz3% thums up

34%

maza22%

sprite18%

fanta9%

coca cola8% maid

5%

limca4%

Packaged Drinking Water Wise INTREPRETATION I found in the water

segment that local brand of water (nutan, empty, O2, hitech) has maximum share in the market.

Brands of water % share Aquafina 14% Kinley 8% Local brands 78%

aqa-fina14% kin-

ley8%

local brands78%

findings

The demand of slice is more than supply in the market .

The services of the pepsi is not satisfactory in the interior of some of the areas, Due to which they are losing retailers of Pepsi .The retailers are switching to competitors brand Coca cola.

The supply of all the flavor is a major issue to all the

outlets. The outlets which are in the interior are not supplied stock of all the flavors.

findings

During the peak season of the sales of cold drinks there are lots of technical problems in the visicoolers of Pepsi in the market which leads to decrease in the chilled stock in the outlets. The consumers never purchase warm stock .

The sale of Thums up (Coca cola product) is more than the Pepsi due to its strong taste which is liked by the consumers.

The schemes of the retailers and consumers are not fully disclosed in

the market.

Recommendations

To increase the market Share penetration level must be increase. This can be done by Building good relationship with distributors, retailers and consumers.

All the flavors should be available in all the outlets. All the outlets should given proper before and after sales services to the

retailers. The production capacity of the plant should be increased .

There should be proper balance between Production and sales. There should be proper balance between the demand and supply of the stock .

Recommendations

The pepsi company should do inspection of the visicoolers before the peak seasons of the sales of cold drinks.

The company should focuses on the promotion and prices of Aquafina

water . The company should try to reduce the cost of Aquafina water. The schemes, incentives and discount should be disclosed to all the

retailers and consumers to increase the sales and profits. The company should also focuses on the small retailers for supply of

stock and services as they are neglected during the peak season.

conclusion

Soft drink market is highly diversified industry.PEPSICO is the market leader in the study area

but it lacks in necessary marketing techniques being adopted by its main competitior COCA COLA.

Pepsico has managed to capitalize its global brand image.

conclusion