Sales & Promotion of Pepsi 2
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Transcript of Sales & Promotion of Pepsi 2
A PROJECT REPORT OF
SALES & PROMOTION OF
IN KANPUR AREA
FOR THE PARTIAL FULLFILLMENT FOR THE AWARD OF DEGREE
MASTER OF BUSINESS ADMINISTRATION ( Vinayaka mission University )
1
Under The Guidance Of:Achal Bahadur singh
VINAYAKA MISSION UNIVERSITY Salem, Tamilnadu (declared under section 3 of UGC act 1956)
SUBMITED BY:
Lalit Kumar
Reg. No. 204033080392
July 2010
Study Center Code UP017
2
CERTIFICATE
This is to certify that Project entitled Sales And Promotion of Pepsi is the bonafide record
of independent project work done by Anurag Kumar Reg. No.
204033080391, under
My super vision during August 2009 to 2010 submitted to the directorate of
distance education Vinayaka Mission University in partial fulfillment for the award of
degree of Master Of Business Administration in Marketing.
Mr. Hitesh Khurana
3
DECLARATION
I hereby certify that the survey, data collection and analysis work related to
Summer Training Project Report on “sales and promotion of Pepsi” has been carried out
exclusively on my own efforts .
4
SALES & PROMOTIONOF PEPSI
5
6
CONTENTS
DESCRIPTION PAGE NO
CHAPTER ONE (INTRODUCTION)
1.1 Objective
1.2 History Of The Company (Past Present & Future)
Pepsico Company Profile
Organisation Structure
1.3 Swot Analysis
1.4 Credentials
CHAPTER TWO (RESEARCH METHODOLOGY)
2.1 Research Design
2.2 Sample Design
2.3 Data collection Method
2.4 Market Research Process
7
2.5 Visi Purity
CHAPTER THREE (FINDING AND ANALYSIS)
3.1 Findings & Observation
3.2 Graphical Analysis
CHAPTER FOUR (CONCLUSIONS & RECOMMENDATIONS)
4.1 Conclusion
4.2 Recommendation
4.3 Limitation
4.4 Main Key Points
CHAPTER FIVE (BIBLIOGRAPHY)
5.1 Appendix
Questionare
8
9
10
ACKNOWLEDEMENT
A task undertaken without offering prayers to almighty and talking blessings from the
elders is not a good beginning. Likewise the work completed without acknowledging the
assistance to those who were always by my sides to make my efforts fruitful in the task
left incomplete.
In the beginning, I would like to express my sincere thanks to my Institute teachers for
giving me an opportunity to take the practical experience of working life.
I convey my sincere thanks to Mr. Sameer Wali ADC (Admin), Pepsico holding Pvt.
Ltd. ChandraNagar Kanpur has been providing me the proper guidance and current
information throughout this summer training project effectively and efficiently has been
completed at the time of submission.
I would also like to pay thanks to all my classmates and friends and my family members
for co-operating with me and helping me to complete the project.
Anurag Kumar
MBA
Reg. No.
204033080391
11
Executive
Summary
12
EXECUTIVE SUMMARY
The distribution network of PEPSI is well known for its efficiency but company
constantly strives for the betterment of their distribution network system. Emphasis of our
study was to focus on the customer of company i.e., the retailers.
The Retail Mapping of KANPUR is an integral step for the assessment,
development and betterment of this system. The distribution system not only comprises
the movement of the products but also incorporates the merchandising of the product,
which is very broad in its purview.
The project incorporates the analysis of the performance of PEPSI and probing
into opportunities of increasing the market share in KANPUR . The entire process had to
be in an organized manner in order to deliver meaningful results for the
Purpose of decision-making. The project was that of market research with surveys
and observations as its major phases with the objective of gathering of all important
information material for strengthening the position of PEPSI in KANPUR.,
PEPSI boasts of having the maximum market share in the beverage segment in
KANPUR and is in constant process for the betterment of its product performance and
customer as well retailer’s satisfaction.
13
I ntroductio
n
14
INTRODUCTION
The Project “Sales promotion & Market Share of PEPSI in
KANPUR” Is designed on the lines of basic investment decisions to be taken by the
senior officials of PEPSI for the purpose of amendments in the pre-existing distribution
network in order to review and strengthen the routes. The findings of the project are very
crucial for the increment of the market share of PEPSI in the KANPUR & Beverage
Market.
Though the process is an ongoing one but the decisions have to be taken on a
strong base, supported by facts and figures and that too on papers. This support can only
be provided with the help of an extensive and through analysis of the market and the data
collected thereof.
The Marketing Development Co-ordinator who was the lead or the project head
delivered the objectives of the project to us expressly and we had to submit the day report
to him along with the draft report. He was the in charge of the project and gave guidelines
and directions to approach the project.
15
O bjectiv
e
16
To analyze, interpret and study the entire beverage market of KANPUR
Comparative study of the various brands, packs and flavors available in the
market.
Analysis of the strong and weak point of the competitors products and compare it
with PEPSI.
To assess the reach and feasibility of the product and give the output for further
investment for enhancing the distribution network along with assessing the
efficiency of the current distribution system.
Assess the promotional measures in the context to the sales of PEPSI and focusing
our study on the customer of company i.e., the retailers.
17
As obvious that any company is concern with the increase in sales of its products,
our project was in line with the companies’ objectives and all steps incorporate in the
project were directed to give an overview so as to attain its objectives
.
The market research conducted by us was in accordance to the company’s rules
and policies which were quite material for the efficient and effective results and
inferences to be drawn from the entire process.
The market research was conducted in compliance of the given guidelines delivered
to us expressly to achieve the given objectives, which were as under:
1. Profitability
2. Improvement
18
3 Sales
4. To satisfy the customers
19
Company Profile
20
THE COMPANY PROFILE: PEPSI CO.
Caleb Bradham a New Bern N.C druggist who formulated Pepsi Cola founded
Pepsi Cola Beverage business at turn of the century. Pepsi Cola Company now produces
and markets nearly 200 refreshment beverages to retail, restaurants and food service
customers in more then 190 countries and territories around the world and generates
revenue of over 18 billion dollars PepsiCo World Headquarters is located in Purchase,
New York.
Pepsi Co. is the world leader in the food chain business. It consists of many
companies amongst which the prominent ones are Pepsi Cola, Frito-lay, Pepsi food
international, Pizza-hut, KFC and Taco bell. The group is presently into three most
profitable businesses namely, Beverages Snacks foods and Restaurants.
The beverages segment primarily market it Pepsi diet, Pepsi Mountain Dew and
other brands worldwide and 7UP outside the U.S.market. They are positioned in close
competition with Coca Cola inc. of USA.
The Snacks food divisions manufacture and distribute and markets others snacks
worldwide.
21
The restaurant segment primarily consists of the operations of the worldwide
Pizza-Hut, Taco bell and KFC chains PFS, PepsiCo’s restaurant distribution operation,
supplies to Company owned and Franchise restaurants in the U.S.
When Coca Cola changed its formula in 1985, Pepsi Stepped up its competition
with its long time archrival claiming victory in the Cola-wars. Coke and Pepsi expended
their rivalry to tea in 1991 when Pepsi formed a venture with No.1 Lipton in response to
Coke’s announced venture with Nestle (Nestea).
“Pepsi Co is going blue”. This was the new color adopted by the company to
strengthen its brand globally. Also the company is changed colors from Generation X to
GENERATION NEXT.
Although Pepsi holdings over the years have become diverse in such fields as the
Snacks industry and Restaurants industry, this portfolio will discuss its core business and
its highly successful business of Beverages. The soft drink industry customer base is
probably the widest and deepest base in a world that is flooded with some many
categories. According to Beverage Digest the customer base for soft drinks is a whopping
95% of regular users in the United States. This represents a large field of potential
customers for Pepsi Cola.
22
Pepsi prefers to segment itself as the beverage choice of the “New Generation”,
“Generation Next”, or just as the “Pepsi Generation”. These terms adopted
in Pepsi’s advertising campaigns are referring to the markets that marketers refer to as
Generation X. The Generation X consumer is profiled to be between the ages of 18 to 29.
They have high expectations in life and are very mobile and active. They adopt a lifestyle
of living for today and not worrying about long-term goals. Those Pepsi’s main emphasis
on this segment they also have a focus on the 12 to 18 year old market. Pepsi believes if
they can get this market to adopt their product then they could establish a loyal customer
for life.
Pepsi Cola throughout its 100 years of existence has developed much strength.
One of the strengths that have developed Pepsi into such a large corporation is a strong
franchise system. The strong franchise system was the backbone of success along with a
great entrepreneur spirit. Pepsi’s franchise system and distributors is credited to bring
Pepsi from a 7,968 gallons of soda sold in 1903 to nearly 5 billion gallons in the year of
1997.
Pepsi also has the luxury to spend 225 million dollars in advertising a year. This
enormous ad budget allows Pepsi to reinforce their products with reminder advertising
and promotions. This large budget also allows Pepsi to introduce new products and very
quickly make the consumer become aware of their new products.
23
Pepsi also has had the good fortune of making very wise investments. Some of the best
investments have been in their acquiring several large fast food restaurants. They have
also made wise investments in snack food companies like Frito Lay, which at present
time is the largest snack company in the world. Probably high on the list of strengths is
Pepsi’s beverage line up.
Pepsi has four soft drinks in the top ten beverages in the world. These brands are
Pepsi, Mountain Dew, Diet Pepsi, and Caffeine Free Diet Pepsi. Some other strong
brands are All Sport, Slice, Tropicana, Starbucks, Aquarian and a license agreement with
Ocean Spray Juices.
24
O rganizational S tructure
25
Chairman
President
Unit Manager
TDM
ADC
Customer Executive Customer Executive
Distributers A,B,C
Route Agents
Distributers E,F
Route Agents
Helper Helper
Product Profile
26
PRODUCT POSITIONING OF PEPSI CO.
Pepsi prefers to position itself as the beverage choice of the “New
Generation”, “Generation Next”, or just as the “Pepsi Generation”.
These terms adopted in Pepsi’s advertising campaigns are referring to the markets
that marketers refer to as Generation X. The Generation X consumer is profiled to be
between the ages of 18 to 29. They have high expectations in life and are very mobile and
active. They adopt a lifestyle of living for today and not worrying about long-term goals.
Though Pepsi’s main emphasis is on this segment but they also have a focus on the 12 to
18 year old market.
27
The rich deep blue coloring represents eternal youthfulness and openness.
Marketing plans like “Yeh Dil Maange More”, “Got Another Pepsi”, “Ye
Pyass Hai Badi” have made Pepsi one of the coolest brands recognized among teens
in the top five and the only beverage product in this category.
28
PEPSI-COLA LOGOS
The Pepsi-Cola logo has changed many times over the years. Here's a
chronological history of the various logos.
29
2009
Slogans and Logos
1898 Brad's Drink
1903Exhilarating, Invigorating, Aids
Digestion
1906 Original Pure Food Drink
1908 Delicious and Healthful
1915 For All Thirsts - Pepsi:Cola
1919 Pepsi:Cola - It makes you Scintillate
1920Drink Pepsi:Cola - It Will Satisfy
You
1928 Peps You Up!
1929 Here's Health!
1932 Sparkling, Delicious
1933 It's the Best Cola Drink
1934 Double Size
Refreshing and Healthful
30
1938 Join the Swing to Pepsi
1939 Twice as Much for a Nickel
1943 Bigger Drink, Better Taste
1947 It's a Great American Custom
1949 Why Take Less When Pepsi's Best?
1950 More Bounce to the Ounce
1954The Light Refreshment
Refreshing Without Filling
1958 Be Sociable, Have a Pepsi
1961Now It's Pepsi for Those Who Think
Young
1963Come Alive! You're in the Pepsi
Generation
1967Taste that Beats the Others Cold,
Pepsi Pours It On.
1969You've Got a Lot to Live, Pepsi's Got
a Lot to Give
31
1973 Join the Pepsi People Feelin' Free
1976 Have a Pepsi Day!
1979Catch That Pepsi Spirit
Take the Pepsi Challenge
1981 Pepsi's Got Your Taste for Life
1983 Pepsi Now!
1984 The Choice of a New Generation
1987 America's Choice
1989 A Generation Ahead
1992 Gotta Have It
1993 Be Young, Have Fun, Drink Pepsi
1995 Nothing Else is a Pepsi
1997 Generation Next
1998 Same Great Taste
1999 The Joy of Cola
2000 The Joy of Pepsi
32
2003
2004
a2005
2006
2008
2009
Pepsi. It's the Cola
Ye haiYoungistan meri jaan
Youngistan ka wao
33
STRENGTH & WEAKNESSES
OF PEPSI CO.
Pepsi Cola throughout its 100 years of existence has developed much strength.
One of the strengths that have developed Pepsi into such a large corporation is a strong
franchise system. The strong franchise system was the backbone of success along with a
great entrepreneur spirit. Pepsi’s franchise system and distributors is credited to bring
Pepsi from a 7,968 gallons of soda sold in 1903 to nearly 5 billion gallons in the year of
1997.
Pepsi also has the luxury to spend 225 million dollars in advertising a year. This
enormous ad budget allows Pepsi to reinforce their products with reminder advertising
and promotions. This large budget also allows Pepsi to introduce new products and very
quickly make the consumer become aware of their new products.
Pepsi-Cola provides advertising, marketing, sales and promotional support to
Pepsi-Cola bottlers and food service customers. This includes some of the world's best-
loved and most-recognized advertising. New advertising and exciting promotions keep
34
Pepsi-Cola brands young. The company manufactures and sells soft drink
concentrate to Pepsi-Cola bottlers. The company also provides fountain beverage
products.
Pepsi also has had the good fortune of making very wise investments. Some of the
best investments have been in their acquiring several large fast food restaurants. They
have also made wise investments in snack food companies like Frito Lay, which at
present time is the largest snacks company in the world.
35
Probably high on the list of strengths is Pepsi’s beverage line up. Pepsi has four
soft drinks in the top ten beverages in the world. These brands are Pepsi, Mountain Dew,
Diet Pepsi, and Caffeine Free Diet Pepsi. Pepsi also has the No.1 tea in the United
States, Lipton Tea. Some other strong brands are All Sport, Slice, Tropicana, Starbucks,
Aquafina and a license agreement with Ocean Spray Juices.
Pepsi Cola like any company has weaknesses. Ironically, the one strength that has
been credited for most of its success in the past has now become a weakness for Pepsi.
This former strength is the franchise system. The franchise system in Pepsi Corporate
view has become a liability. Pepsi in today’s market must be able to act as one instead of
several separate units.
The franchise system has become a hurdle to Pepsi because many of these
franchises have become very strong and will not be dictated by PepsiCo on how to handle
their operations. Some of these franchises are unwilling to support certain Pepsi products
and at times produce their own private label products that are in direct competition with
Pepsi products.
Secondly the franchisees are not willing to make capital expenditures to keep up
with Coca-Cola who is a firm believer in reinvesting into their infrastructure (Coca Cola
at present time does not operate a franchise bottling system).
36
As mentioned earlier Pepsi has tried to elevate this problem by spinning off their
interest in fast food restaurants but at present time are still guilty by association to many
of the large fountain accounts. The franchise system has also affected fountain sales due
to the fact franchisees are not willing to buy expensive fountain equipment to place in
accounts mainly because the profit margin is so low and could take years to recoup their
investment. Pepsi also has a weakness in the international beverage market.
Unfortunately for Pepsi they were a “Johnny Come Lately” into this arena. Pepsi
has tried to enter this market by trying to do in three years what took Coke 50 years to do.
This area will take years for Pepsi to mature simply due to Coke’s dominance in the
international market and the strong ties that Coke has developed with these markets and
their governments.
Pepsi customers buy nearly five billion gallons of soft drinks per year. Pepsi
customers buy their products because of taste, price, packaging and promotional factors
and of a wide variety of brands. Pepsi customers also buy their products due to the high
accessibility of Pepsi brands.
37
Pepsi products are distributed to many outlets. For example, supermarkets where Pepsi
buys large shelf area and display areas so the customer can find them easier, viz,
Convenience stores, Restaurants, Movie theaters and almost and other conceivable spots.
Pepsi has a competitive advantage over Coke because of the image it portrays.
Pepsi promotes itself as the choice of the “New Generation”. Pepsi gets this advantage
by implementing such large marketing projects like “Project Globe”. This marketing
plan, which Pepsi spent 637 million dollars over five years, is to introduce the new rich
deep blue coloring of its packaging. The rich deep blue coloring represents eternal
youthfulness and openness. Marketing plans like this made Pepsi one of the coolest
brands recognized among teens in the top five and the only beverage product in this
category.
Another competitive advantage that Pepsi has is in their product Mountain Dew.
Mountain Dew has grown a staggering 74.1% over the last five years. Mountain Dew has
a 6.3% market share and has recently become the No.4 soft drink in America. At this
current pace Mountain Dew will be come the first non-cola to reach the 1billion gallon
mark in one year.
38
Pepsi also has an advantage as an innovator in their field. They are the first soft
drink makers to introduce a new one-calorie soda called Pepsi-One with, just approved by
the FDA, Ace-K.
This new sweetener is slated to be a break through for diet soda in which it limits
the after taste associated with diet soda and brings a more cola taste to the product. Pepsi
has always been a strong No.2 against Coke and have become one of the world’s largest
Companies. As far as market share is concerned Pepsi stands strong.
39
PEPSI-THE INDIAN EXPERIENCE
• Pepsi is one of the most well known brands in the world today available in over
160 countries. The company has an extremely positive outlook for India. "Outside
North America two of our largest and fastest growing businesses are in India and
China, which include more than a third of the world’s population." (PepsiCo’s
annual report, 1999)
• This reflects that India holds a central position in Pepsi’s corporate strategy.
India is a key market for PepsiCo, and at the same time the company has added value to
Indian agriculture and industry. PepsiCo entered India in 1989 and is concentrating in
three focus areas – Soft drink concentrate, Snack foods and Vegetable and Food
processing.
• Faced with the existing policy framework at the time, the company entered the
Indian market through a joint venture with Voltas and Punjab Agro Industries. With the
introduction of the liberalization policies since 1991, Pepsi took complete control of its
operations. The government has approved more than US$ 400 million worth of
investments of which over US$ 330 million have already flown in.
• One of PepsiCo’s key strategies was to develop a completely local management
team. Pepsi has 19 company owned factories while their Indian bottling partners own 21.
The two advertisements tags: ‘yehi hai right choice baby’ and ‘nothing official
about it’ immediately ring a bell- it’s got to be Pepsi.
40
The advertisement tag ‘yehi hai right choice baby’ was the first
‘Hinglish’ slogan ever used in the in the Indian market. This slogan proved to be the
best suited one for Pepsi and it was a mega hit and at that moment of time.
Pepsi in a short span of its operations in India has found a place in the hearts and
minds of the Indian consumers. The success has primarily been due to the innovative and
passionate Indian team, which has been built over the years. Pepsi is a trendsetter
managed and run by Indians, where important decisions are taken locally.
Pepsi started its operations in India in 1989 and since then PepsiCo has set up a
fully integrated operation in India viz. Manufacturing, Research & Development,
Marketing, Distribution and Franchising- covering fruit/vegetable processing, Exports,
Snack Foods & Beverages. In the mean time Pizza Hut and Frito Lay’s are the examples
in this regard only.
Pepsi has 40 bottling plants in India, out of which 16 are company owned and 24 are
owned by Indian franchisees. One of the major players in franchisee is RKJ Group.
41
The RKJ group is India's leading supplier of retailer brand Carbonated and Non-
Carbonated soft drinks, with beverage manufacturing facilities in India and Nepal. Its
experience in the beverage industry dates back to the sixties when it had the first
franchise at Agra
It has the license to supply beverages in the territories of Western U.P., part of
M.P., half of Haryana, whole of Rajasthan, Goa, 3 districts of Maharashtra, 9 districts of
Karnataka and whole of Nepal. The group has in total 18 bottling plants in India & Nepal
and is responsible for producing and marketing 44% of Pepsi requirement in India.
This group has brought name and fame to the Pepsi as in all this regions Pepsi is
at the commanding position and in the mean this group has diversified itself into ice
cream, suiting and shirting’s, restaurants, beer plant in Mauritius & edible oil plant in Sri
Lanka
42
PEPSI-COLA IN INDIAN SCENARIO
Since the entry of Pepsi-Cola to India in 1989, the soft drink industry has under
gone a radical change. When Pepsi-Cola entered, Parle was the leader with the
Thumps-up being its flagship brand. Other products offering by Parle included
Limca & Gold spot, another upcoming player in the market was, the erstwhile
bottler of Coca-Cola, “pure drinks”. Its offering includes Campa- Cola,
Campa-Lemon & Campa-Orange.
With the re-entry of Coca-Cola in the Indian market, Pepsi-Cola had to go in
for more aggressive marketing to sustain its market share. The chronology of the
initial phase of the Cola wars in India was:
1977: Parle launched Thums-up and pure drinks launched Coca-Cola.
1998: In September, final approval for the Pepsi Foods Ltd. Project granted by the
“Cabinet Committee” on economic affairs of the “Rajeev Gandhi Govt.”
1990: In March, “Pepsi-Cola and 7-up” launched markets in north India.
43
1990: In May, The government cleared the Pepsi-Cola project again but with a
change in brand name to “Lehar Pepsi”, simultaneously it rejects the Coca-Cola
application “Citra” from the Parle, stable hited the market.
1991: Pepsi-Cola extended its soft drinks business and reached at national scale.
Pepsi-Cola launched its product in Delhi and Bombay.
1992: In January, Brito foods application is cleared by the FIPB. Pepsi-Cola and
Parle start initial negotiation for a strategic alliance but took break off after a
while.
1993: Pepsi-Cola launched “Slice and Teem” captured about 25-30% of the soft
drink market in about 2 years.
1994: Pepsi bought “Dukes & Sones”.
1995: Pepsi-Cola lunched cans, having capacity of 330ml in various flavors
1996: Pepsi-Cola domestic and international operations combined into a
Pepsi-Cola Company. International and domestic operations combined into one
business unit called “Frito-lay Company”.
44
1997: Pepsi-Cola brought “Mirinda Orange” opposite to “Fanta”.
1998: Pepsi-Cola launched “Mirinda Lemon” opposite to “Limca”.
1999: Pepsi-Cola launched “Diet Pepsi” in can and 1.5 Lit. “PET” bottle for
health conscious people.
2001: Pepsi-Cola launched Slice in “Tetra” Pack.
2003: Pepsi-Cola launched “Pepsi Blue” to get the favour of world cup season.
2005: Pepsi-Cola launched Mirinda in “Straw Berry” flavour to get the favour of
movie Batman.
2005: Pepsi-Cola launched 7-up as “7-up ice”.
Pepsi-Cola launched “Mountain Dew” to be more competitive with Coca-Cola
45
PEPSI-COLA PHRASES
The Pepsi-Cola marketing phrase has also changed many times
1909-1939: Delicious and Healthful
1939-1950: Twice As Much For A Nickel Too
1950-1963: The Light Refreshment
1953-1961: Be Sociable
1961-1963: Now It's Pepsi For Those Who Think Young
1963-1967: Come Alive! You're In The Pepsi Generation
1967-1969: Taste That Beats The Others Cold
1969-1973: You've Got A Lot To Live, Pepsi's Got A Lot To Give
1973-1975: Join The Pepsi People Feeling' Free
1975-1978: Have A Pepsi Day
1978-1981: Catch That Pepsi Spirit
1981-1982: Pepsi's Got Your Taste For Life!
1983-1983: Pepsi Now!
1984-1990:
1990- 1994:
1995- 2004
2004- now
Pepsi, The Choice Of A New Generation
Pepsi nothing official about it
Yeh dil mange more (Pepsi India)
My Pepsi my world
46
.
PEPSI – BRANDS AND PACK PROFILE
47
GLASS BOTTLES
DISPOSABLE CANS
48
PET JARS
FLAVOUR PACKS:
COLA (Carbonated Soft Drink):
49
PEPSI
MIRANDA ORANGE
ORANGE:
50
MOUNTAIN DEW
7UP
51
MANGO:
SLICE MANGO
MINERAL WATER:
AQUAFINA
52
THE RKJ GROUP
It can be said with absolute certainty that the RKJ Group has carved out a special niche for
itself. Their services touch different aspects of commercial and civilian domains like those
of Bottling, Food Chain and Education. Headed by Mr. R. K. Jaipuria, the group as on
today can lay claim to expertise and leadership in the fields of education, food and
beverages.
The business of the company was started in 1991 with a tie-up with Pepsi Foods
Limited to manufacture and market Pepsi brand of beverages in geographically pre-defined
territories in which brand and technical support was provided by the Principals viz., Pepsi
Foods Limited. The manufacturing facilities were restricted at Agra Plant only.
The group also became the first franchisee for Yum Restaurants International
[formerly PepsiCo Restaurants (India) Private Limited] in India. It has exclusive franchise
rights for Northern & Eastern India. It has total 27 Pizza Hut Restaurants under its
company.
53
The group added another feather to its cap when the prestigious PepsiCo
“International Bottler of the Year” award was presented to Mr. R. K. Jaipuria for the year
1998 at a glittering award ceremony at PepsiCo’s centennial year celebrations at Hawaii,
USA. The award was presented by Mr. Donald M. Kendall, founder of PepsiCo Inc. in
the presence of Mr. George Bush, the 41st President of USA, Mr. Roger A. Enrico,
Chairman of the Board & C.E.O., PepsiCo Inc. and Mr. Craig Weatherup, President of
Pepsi Cola Company.
54
Credentials
55
MAJOR CREDENTIALS
PEPSICO HOLDINGS PVT. LTD. RECEIVED “GOLD STANDARD
AWARD” FOR PRODUCTION & QUALITY CONTROL FOR THE YEAR
1996-1997.
JAIPURIA GROUP WAS ADJUDGED “BEST BOTTLER” OUT OF
MORE THAN 2000 BOTTLERS ALL OVER THE WORLD FOR THE
YEAR 1996-97.
56
LOCATIONS OF BOTTLING PLANTS OF
PEPSI IN INDIA
53
S wot A nalysis
54
SWOT ANALYSIS
STRENGTH:
1) Good market penetration.
2) Motivated channel partner.
3) Well defined routes.
WEAKNESS:
1) All brands were not available in at least 80% shops.
2) Complaint handling was not up to mark.
3) Supply in certain area is very irregular and also route agents are not covering full
routes.
4) Poor signage and display is making the routes week for the sale of Pepsi.
5) Interpersonal relationship with the company officials and the route agent is not
satisfactory.
OPPORTUNITY:
1) It is observed that in some newly establishing areas many new outlets are opening
, Pepsi needs to concentrate on these new outlets and can gradually increase its
sale in these area.
2) Large number of mix outlets can be changed to Pepsi exclusive and coke
exclusive to mix only by luring them good and efficient supply, glow sign and
cooling equipments.
55
THREATES:
1) Coke is the only nearest competitor and it is catching up in the market penetration
through price skimming and other promotional scheme.
2) Some local brands commonly known as kancha , Tip Top , Shine and the launch
of Catch soft drink a product of DS group are causing decrease in sale in some
areas.
56
Research Methodol
ogy
57
RESEARCH METHODOLOGY
OBJECTIVE OF RESEAECH:-
The Main objective of research in this project was to get the detailed analysis of
the market position and sales promotion of the Tropicana juice.
RESEARCH PROBLEM:-
To what extent does the penetration level of the PepsiCo product's and the other
merchandising objects like cooling equipments, Ice Boxes, Glow signs, Dealer
boards, Paintings and Racks leads the penetration of such things from, Coca-
Cola during the summer period in the period in the year 2008 in Kanpur
districts and Its rural area and urban area, distributed via direct and indirect
routes. What were the factors responsible for this level of penetration?
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TYPE OF STUDY:-
Primary study.
RESEARCH DESIGN
The Design Of our research is statistical as it concerns the items are to be
observed and how the information and data gathered are to be analyzed.
SAMPLE DSSIGN:-
For the project we used non-probabilistic sampling that can also be termed as
we only targeted the shops which sells waters.
METHODS OF DATA COLLECTION
The data collected for the project was primary data. The data was collected
through personals interviews, which was in the form of direct personal
investigation. The interview was very structured because we only ask the
question as per the EDS format.
Types of data
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1. Primary data
2. Secondary data
THE MARKET RESEARCH PROCESS
The entire project was divided into five phases and each phase had its individual
significance and supplemented each other. The process had to be started from the grass
root level and it was very important to understand the market for this FMCG product,
which is very fast in production, distribution and consumption.
METHOD OF DATA COLLECTION
A. Route Riding
B. Retail Tracking
C. Corporate Tracking
D. Analysis of finding and observations
The entire process was more of a Descriptive Research type and incorporated a
formal study of the specific problems faced by most FMCG companies an exploring the
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opportunities in the untapped market. The survey was conducted on the basis of
PEPSI product preference and evaluation of sales forecast in the new and
underdeveloped market including the evaluation of the advertising and promotional
measures. The data collected had to be systematically arranged, analyzed and reported in
a form congenial to take on the spot decisions.
The observation approach was adopted in the process by gathering the data
essential and material for the decision-making and with clear objective of increasing the
market share of PEPSI in the KANPUR market. Customer preferences and satisfaction
was also important in assessing the market share but that was very clear that customers
generally do not have loyalty towards the product in the Beverage industry rather what
matters the most is the product availability which will be discussed later.
All the phases mentioned above have been discussed along with the observations,
problems, and other dimensions which have been encountered and experience in detail in
the following pages.
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A. ROUTE RIDING :
The Beverage Industry or to be more specific, the Soft Drinks Industry has one of
the most active network in term of its production, supply, distribution, marketing,
consumption and also personal relations at the very second level of its distribution
network. That is the reason why it is sometimes said to be “Very Fast Moving
Consumer Goods”.
Due to the above stated reason it becomes very essential to study and analyze the
market of these products from the grass root level. So in the Soft Drinks Company as
PEPSI, route riding becomes the first and foremost step in any of the activities to be
undertaken be it any official so we were no exceptions.
During the very initial days we were required to exercise Route Riding, the
objective of which was:
To understand and analyze the market in its raw and basic form.
To gain an in depth knowledge of the merchandising and processing activities of
the Route Agents and understand the Beverage market.
62
To undertake the comparative study of the various brands and flavour
packs of all existing beverages or soft drinks
market and the market share and growth potential of each brand individually.
To develop innovative ideas to enhance the distribution system.
Route Riding is basically accompanying Pepsi Vans along with the route agents
and understanding the way they conduct merchandising activities right from the charged
vans leave the depot to the entry of empty vans back to the depot. The Route Riding
phase was for the initial twenty days in which we had covered twenty different routes.
The Route Riding is a crucial phase because the actual dealing with the retailers
and their dealing with the customers can be very efficiently understood through this
process which is important at all levels of decision making in the industry.
The Routes i.e., the Pepsi Vans were charged and left the depot by 7:30 in the
morning, accompanied by the Route Agent (Ra’s). The RA’s were given the route
planners and the particulars of the products, flavors, and quantities along with the billing
materials. The vans had to cover the entire route and the RA had to do the merchandising
and sales against cash, which was a significant feature of this industry. The targets were
given twice or thrice in a week that was a challenge for them and after achieving these
targets the RA’s was awarded with some special incentives. As there exists a player like
Coca Cola. So it had a lot to do with schemes, discounts and other incentives.
63
VISI PURITY
64
The routes were allocated on the basis of individual areas and the demand of the
product in that particular area. The RA’s been responsible for the accomplishment of
their sales target on their routes and was given incentives on achieving the targets. Not
only this, the RA’s also had the responsibility of moving the flavors and packs in
proportion along with the proper display of the products for proper visibility and
arrangement of products in brand order along with “VISI purity”.
The RA’s had the responsibility of setting up Monopoly PEPSI Sales Counters
where no products except that of PEPSI would be available amongst the soft drinks and
especially of Coca Cola. These monopoly sales counters enjoyed special benefits in terms
of discounts, schemes, VISI’s (fridges), display boards, glow signboards, wall paintings,
banners, posters and other incentives
The RA’s had to achieve their sales target and surrender the daily sales proceeds
with the concerned Customer Executives along with the route planner and billing
materials and gate pass along with the details of sales on their route.
The entire activities of the RA’s was controlled by the Customer Executives, who
also assisted the RA’s in achieving their targets and were in charge of the sales
performance in their assigned areas. A Customer Executive had nine to ten RA’s under
him and was responsible for their performances as well. He was also concerned with the
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promotional activities on his routes and handling of policy matters in the
corporate regarding supply to industrial canteens and cafeterias
We as Research trainees were required to study and analyze the activities of the
RA’s and be familiar with the market. We had been provided Market Analysis Sheets by
the MDC in which we were required to record the observations of the retail outlets on a
particular route.
The observations, which were required to be recorded in, were:
The quantity of the cold and warm stocks of all brands and flavors available at the
outlet along with the outlet details.
Inquiring about the satisfaction of the retailers in terms of sales of PEPSI
products, schemes, discounts, combo offers, and the benefits of promotional
activities.
Inquiring about the satisfaction by the current distribution network in context to
product availability of all flavors packs or individual flavors according to demand
of customers, rates billings.
Inquiring about the behavior and merchandising of RA’s in accordance with the
companies’ regulations and record complaints against RA’s, company or
products, if any.
66
Inquire about the performance of various brands and flavors packs and
customer’s response to those brands or flavors and also to educate the
retailers about various schemes and incentives to increase sales volume.
Last but not the least, assessment of the effectiveness of, assessment of the
effectiveness of promotional materials and activities like, display boards, glow
signs, signage, wall paintings, posters, banners, racks, shelves, counters, VISI’s,
and also impact of nation wide advertising on brand loyalty by the customers.
The information so collected was required to be filled in the Market Analysis
Sheet (specimen on the next page) and reported to the MDC along with other information
in order of their seriousness.
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RETAIL MAPPING OF KANPUR :
The Retail Mapping is the integral part of the project and the most crucial is
taking significant decisions regarding the enhancement of the distribution network
involving heavy investment on account of increasing the routes and starting new routes
and promotional measures on those routes to increase its market share in KANPUR &
NCR. The new routes, exploring new markets required the decision to be supported with
facts and figures which had to be provided by the Research trainees on the basis of the
survey conducted in the market and processed data there of.
The retail mapping had to be conducted on the basis of the Retail Tracking Sheet
(RTS), which had been developed by the Marketing Development Coordinator and
Customer Executives of the KANPUR & NCR unit which incorporated the retail outlets,
their addresses, proprietor, respondent etc and served as a vital database for all market
since then for PEPSI in KANPUR and had to be incorporated in the project in accordance
to the companies policies.
Objectives of Retail Mapping:
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Segregating entire KANPUR for Strong Area Programme and Weak Area
Programme i.e., SAP and WAP.
Assessment of retailer’s performance.
Assessment of the level of promotional measures required for increasing market
share of PEPSI.
Collection of required information for making investment decisions for the
enhancement of existing routes and opportunities for new routes in existing
market as well as exploring new market.
Classification of all retail outlets in KANPUR into five broad categories viz, On
Route, Non Existence, Non Potential, Reachable and Non Reachable under the
head, Potential Retail Outlets.
The duration for the completion of the Retail mapping took duration of 20 days.
The entire survey was guided and directed by the Customer Executive and Daily report
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had to be presented to him after assessment and analysis along with other
findings and observations. The Data had to be classified in a systematic manner
and presented in a predefined format, which was further reviewed by the Marketing
Development Coordinator.
The Retail Mapping process incorporated of including of new outlets, which have
been omitted or newly opened, and the product availability on all these outlets. The major
thrust was on segregating the market for Strong Area Programme and Weak Area
Programme.
The Strong Area refers to the routes on which the sales targets are met without
much effort and have continuous demand for the products. These areas are performing to
the standards and are contented with the level of promotion schemes and other sales
boosting measures. The marketing efforts are nominal in these areas because of the
surplus demand and the area of concern is only to ensure the proper and efficient supply
of the products to meet the demand. In the KANPUR market approximately 32% of the
market can be said to be strong areas and these areas include the well-developed markets
as shopping malls, movie theatres, convenes, hotels, restaurants and bars etc. For
these Strong areas, SAP only aims at maintaining the performance of the product and
enhancing the sales volume. It is not the area of serious concern for the company.
On the contrary the Weak Area refers to those areas or routes, which are critically low in
sales and the targets, are tough to achieve and require aggressive marketing support. The
demand in these areas is fluctuating or rather feeble. The routes are the area of concern
for the company as the demand is very low due to many reasons and the major one is the
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existence of the player like Coca Cola in the market. Other reasons could be poor
distribution network, inadequate availability of the products on the outlet,
inadequate promotional measures and marketing support, undeveloped market as that of
the interiors etc.
These weak areas had to be identified and the cause of their inferior performance had to
be traced through the Retail Mapping and the company had to be provided with the facts
and figures to take legitimate measure on the basis of the findings of the deficient
performance of the product in these areas. This involved the aggressive marketing
strategy and heavy investment decisions to strengthen these markets. For this purpose the
classification of the outlets into five categories was very crucial along with the other
findings and observations discussed later. These five heads of classification have been
discussed as under.
ON ROUTE :
It refers to the retail outlets, which are covered by the Route Agents and visited
daily for sales and merchandising. The outlet is visited daily and actively involved
in the sales of all brands and flavor packs of PEPSI.
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NON EXISTENCE:
It refers to the outlets which were merchandising the product are no more in
existence, i.e., they have diversified their business activity or have closed.
NON POTENTIAL :
It refers to those outlets, which are in existence but have very low potential in
terms of sales or are not keenly interested in merchandising the products of soft
drink.
A careful assessment had to be done in case of Non Potential outlets, as they
would turn to be potential in near future. It was also the area of operation of
project to motivate these Non Potential outlets to undertake the merchandising of
PEPSI.
POTENTIAL OUTLETS :
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It refers to those outlets, which have the potential for the merchandising of
PEPSI and have the required investment capabilities and can be the profitable
Point Of Purchase of PEPSI by the customers. There were cases in case of
these potential outlets, which were already merchandising PEPSI, and those,
which did not, dealt with beverage products. The possibilities of setting
monopoly counter were very fair at these outlets and were given special
attention. The Potential outlets had to be further classified in two heads as
below:
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REACHABLE POTENTIAL OUTLETS :
It refers to those Potential outlet which are reachable i.e., the
products can be made available with the PEPSI vans. The reachability
decision had to be taken in context to the accessibility of the vans at these
outlets.
o NON REACHABLE POTENTIAL OUTLETS :
It refers to those Potential outlets which are not accessible by the PEPSI
vans. These outlets had to be considered because the sales volume can be
increased at these outlets and so alternative method of distribution and
promotional activities have to be evaluated and worked upon.
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C. CORPORATE MAPPING :
KANPUR being an entirely industrial city had huge potential for the sales of
PEPSI in corporate as these concerns had factories, offices and canteens and the officials
and workers base was very strong. The process of Retail Mapping was followed by the
Corporate Mapping, which incorporated of tracing of the organizations and assessing the
market for PEPSI in these areas. Apart from these the database had to be updated to turn
the non-potential market in the corporate into profitable liaisons for the increment of
sales volume.
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THE OBJECTIVES OF CORPORATE MAPPING WERE:
Trace the organizations with and without canteens and cafeterias and estimate
the market for PEPSI.
Estimate the brand preference of PEPSI and COKE in the corporate and the
reasons thereof.
To review the product performance and satisfaction along with the
expectations of the customers in corporate including PEPSI Dispenser
Equipments.
To assess the product availability and demand of the product (Traffic) in these
organizations as well as when the product has the optimum consumption e.g.
daily, delegations, meetings, parties, or other occasions and the customers i.e.,
whether the officials or workers or both.
To ensure efficient supply and record any complaints or grievances thereof.
To assess the promotional measures being adopted by Coca Cola for tapping
these markets and locate the weak points in corporate having Coca Cola
counters to convert them into profitable opportunities.
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The Corporate Mapping was the supplementary programmed in the project to
boost the sales performance of PEPSI in KANPUR and capture the market share of its
nearest competitor. The analysis and findings were recorded on the format provide by the
company accompanied by the list of findings and observations in order or their
preference and seriousness along with all the relevant details about the organization. The
matters were discussed and analyzed carefully by the MDC.
The corporate matters had to be given a special care as these had huge potential
for the product. The specimen copy of the Corporate Mapping format is attached for
reference. The findings and observations have been discussed in the coming pages.
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D. ANALYSIS OF FINDINGS AND
OBSERVATIONS:
The main objective of the company is to increase the brand preference and market
share so any information material form this point of view had to be take into account
along with the formats provided by the company for predefined information recording
and analysis of those recordings and present the information in an organize and
systematic manner in a condensed form reflecting the actual position of the market.
The information had to be recorded in the format along with the relevant
information as per the objectives of the research and an analysis of that information had
to be made and present them in an understandable format so that immediate inferences
can be drawn. Generally those information had to be presented in percentages and the
other findings and observations had to be evaluated and a list of findings had to be
arranged in order of their seriousness and areas of serious concern along with the outlet
details.
After the analysis sheets and formats have been surrendered to the C.E’s after
analysis by the trainees it was further analyzed and evaluate by him and a brief analysis
was made each day of the daily report. The CE’s further forwarded these reports after
retaining the reference copy, to MDC for further review and reference.
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SEGREGATION OF KANPUR :
As discussed earlier that the major objective of the Retail Mapping of KANPUR
was to segregate the market for PEPSI for the Strong Area Programme and the Weak
Area Programme. These Programmers have been discussed under the Retail Mapping
Head. The Data and fact collected by the survey had to be analyzed and presented in a
systematic form in order to draw meaningful inferences.
The finding of the Route Riding and the Survey conducted during the Retail
Mapping and the Corporate Mapping were combined together and analyzed together to
reach a final report ie, the RETAIL MAPPING SUMMARY or THE CONDENSED
DRAFT REPORT, which gave the entire picture of the actual position if PEPSI in
KANPUR . The report so prepared was on the basis of the Retail Tracking Sheet and the
other supplementary finding and observations were considered to reach a consensus of
declaring the route as a weak area or a strong area.
The reports were analyzed thoroughly by the Customer Executives and a meeting
was held for the assessment of the routes and the reasons of unfavorable performance in
the weak areas and how to improve the sales on those routes. The discussion comprised
of the further investments for the enhancement and extension of the routes and the level
of promotional measures required in these areas. The performance of Coca Cola was also
79
reviewed simultaneously and a comparative study was made to assess the
performance and growth in the industry. These data and figures were compared
with that of the last year and a growth percentage was reached which also served as a
basis of declaring an area as a Weak Area.
As already mentioned PEPSI is a VFMCG so the marketing strategies are going to
be very dynamic in nature. The Customer Executives had to formulae day to day
strategies and these were communicated to RA’s in the morning when they were going to
leave the depot and this interaction among R.A.and C.E. was to be known as Gate
Meeting.
The programmers were to be based on the seriousness of the problems and
accordingly a mild or aggressive marketing, promotional and investment programmed
was to be formulated.
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Findings &
Observation
81
FINDINGS & OBSERVATION
The reports of each phase of the project had to be supplemented by the
information, data, facts and figures and significant findings and observation to support
the feasibility of decisions to be taken on the basis of the Retail mapping Summary or the
CDR. The information so recorded in each phases of the project had to be listed in order
of their relevance and seriousness and presented in a form to facilitate immediate
inference.
Some of the important observations have been listed below:
Soft drink business’s behavior is not governed by brand loyalty so the availability
of the right brand, at the right place, at the right time is the key for winning
consumer in soft drink business.
The most important and satisfying observation was that, PEPSI had
approximately 64% market share in the soft drinks market in KANPUR and some
of its brands like Mirinda Orange and Mountain Dew were performing above
standards apart from PEPSI Cola in spite of the Coca Cola with two cola flavor
packs i.e., Coke and Thumps up.
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The present distribution system of PEPSI is the best in the entire FMCG
industry in KANPUR and the major strength
of PEPSI. The enhancement in the distribution network would definitely increase
the market share of PEPSI.
The retailers played a very critical role in the increment in the sales volume of the
product and the had to be kept satisfied in order to increase the market share by
offering better schemes, discounts, display materials such as VISI’s, racks,
counter, signage, wall paintings and better amount for purchase of shelf space for
display.
The existence of sub-dealers and super stockiest are also the major area of
problem, as they do not move the schemes and other display materials and
incentives information to the retailers, which is one of the reasons for the
dissatisfaction of retailers.
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The cut throat competition between PEPSI and COKE had lead to the
never ending cola war and price war which has brought down the profit
margins which is one of the major grievances apart from the common complains
pertaining to schemes, incentives and display materials.
The other major issue was the supply of PEPSI from the bottling plants in Delhi
and Punjab against the company policies. These plants supplied the products at
discounted rates and violated merchandising principles of PEPSI.
Another critical issue was the presence of duplicate products of PEPSI in the
market. The details of these outlets have been surrendered to the company for
action against these outlets.
The position of PEPSI in the corporate was not up to the mark and Coca Cola had
a better scene in this context. One of the reasons can be assigned to the product
positioning of PEPSI and Coca Cola.
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Analysis
85
MARKET STATUS OF PEPSI PRODUCT
The percentage of selling of different brands of pepsi in kanpur
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PREFERENCE OF SOFT DRINKS IN QUANTITY
The preferences of kanpur cutomers using pepsico products in different
quantity
(Research conduct over 100 persons)
RATIO OF CONSUMPTION OF SOFT DRINKS PER 100 CONSUMERS
87
This analysis is based on the preferences of using behaviour
88
The other Statistics and finding have been presented in the
form of various charts on the coming pages:
DEMAND OF SOFT DRINK
The segmentation of demand of pepsi based
on age over 100 persons.
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40%
50%
10%
children
youth
old
CONSUMTION OF PEPSI BRAND
PEPSI, 40
M.DEW, 15MIRINDA, 15
SLICE, 15
7UP, 10OTHERS, 5
PEPSI
M.DEW
MIRINDA
SLICE
7UP
OTHERS
This figure shows the cutomer satisfaction over 100
persons in kanpur.
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MARKET SHARE OF PEPSI AND
COKE IN KANPUR
PEPSI, 45
COCK, 44
OTHERS, 11 PEPSI
COCK
OTHERS
This figure shows the market share of pepsi and coke in kanpur
Sample size 100
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Which brand purchase is the most?
.
This figure shows the consumer demand in market.
Research conducted over 100 persons.
92
CONCLUSION
&
RECOMMEND
ATION
93
94
Conclusi
on
95
CONCLUSION
The business of Soft Drink industry is significantly based upon the impulse
buying, so it is very necessary to Merchandise products of PEPSI efficiently and present
them in such a manner so that it can motivate the consumer and generate a thirst in
consumer to consummate it.
Though, PEPSI has a strong position in KANPUR with the support of its efficient
distribution network, aggressive marketing efforts and advertisements along with
attractive schemes but there still exists potential market in Kanpur to be exploited and a
suitable Weak Area Programme or the Strong Area Programme has to be formulated to
improve its market share depending upon the area under consideration.
Soft drink business’s behavior is not governed by brand loyalty so the emphasis is
not only on creating the market but also on retaining it. The availability of the right brand
and flavor pack, at the right place, at the right time is a key for winning the customer in
soft drink business. Keeping these facts in mind it becomes very important to treat the
retailers with concern and satisfy them by various measures and so that they are loyal
towards PEPSI. Public relation is also critically important in this industry.
96
Recommendations
97
RECOMMENDATIONS
The Project Retail Mapping was concerned only with providing the organization
with all the necessary information required to strengthen the position of PEPSI in
KANPUR in the form of reports incorporating all information in an analyzed and
summarized form. But some critical and major issues, which have been identified on
account of extensive analysis, required suggestions to be put forward on the basis of the
current market scenario.
There should be uniformity in, schemes, and discounts, which are offered to the
retailers and should be based on a specific parameter such as sales volume, to
avoid dissatisfaction and biasness among the retailers.
Activities of sub dealers and super stockiest should be controlled and checked in
order to ensure fair prices and distribution of schemes and incentives to small
retailers to avoid discontent among smallholdings and outlets.
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Every possible step should be taken for the satisfaction of the retailers, as
they are the most important supplement to the sales promotion measures
and nationwide advertising campaigns of the company in context of boosting the
sales and enhancement of the brand image of PEPSI.
The operations of the bottling plants of the surrounding territories should be
controlled in order to ensure that they do not supply the product in other territories
not under their area of operation.
The company should modify its advertising strategy and educate the customers about
its age-old existence and enhance its brand image. This will appeal to the target
customers of middle and older age groups apart from the younger generation in which
PEPSI has a good hold.
First and foremost things are that, whatever the policy is going to be formulated it
should not be same for all the areas. Different policies should be framed and
implemented at different areas by looking and keeping various variables in the
mind like buying habits, preferences, education level financial position of that
particular area and standard if living etc.
Rural market being a very potential segment needs very quick and prompt efforts
to be taken to capture this high volume market.
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Many retailers complained regarding irregularly in visit by the executives. They
also said that executive give very bad response to their complaints. It is necessary
that executive should make frequent visit to cover each outlet and try to provide
them best
Pouches, foreign particles were found in few bottles, so proper quality control
measures should be implemented as company’s reputation are at stake.
There is a great market of soda (1 Lit.) but the supply of this pack is very poor, so
the supply should be made possible quickly.
Quality of PET bottle should be improved so that most problems can be
minimized.
Soft drink is still considered a treat virtually a luxury, so it possible company
should cut down its price especially of cans.
100
Supply of posters, glow-sign boards, tin boards, banners and sun pack
sheets etc should be made at regular interval.
Claim should be provided to the deserving retailers.
Wall painting should be made regularly in the area, as it is a good medium of
advertisement.
Proper attention should be given to the retailer’s problem so that they take interest
to increase the sale.
Proper advertisement should be made at railway station, bus stand, posh area,
major market and economies place etc.
101
A company may create favorable impression among the youth if they
sponsors small events like college festivals, university programs, school
functions, fashion shows, quiz programs etc.
Retailers need display material. To enhance the marketing of the product.
102
Limitations
103
LIMITATIONS
The retailers in many cases reluctant to answered many questions.
The respondents may be biased on influenced by some other factors.
Time and money were the greatest limitation in carrying out the survey.
A number of retailers (pan-shop) being illiterate, it took us lot of time in
collecting information.
The mere information which we get from the retailers is not sufficient to arrive at
a conclusion.
The seasonal changes affect the sell.
104
MAIN
KEY POINTS
105
MAIN KEY POINTS
Service aspect of agencies is very effective, they deliver their product according
to the demand a just in time.
After conducting the market survey of retailer in KANPUR,
I analyze that Pepsi-Cola is dominating over Coca-Cola in the sale of PET.
After analyzing the market and calculate the weight age, the result comes out that
Mountain Dew is the leading product of Pepsi-Cola.
Consumers do have a demand for 200 ml and 2 lit. bottle.
Retailers have problem in display material.
Most of the place like cinema hall and educational institutions are dominated by
Pepsi-Cola.
106
Retailers have complaint regarding the PET, that more better quality
bottle should be used.
Aquafina (Pepsi-Cola) in KANPUR dominated Kinley (Coca-Cola) mineral
water.
Retailers have a demand of some offers and free gifts.
Kinley soda (Coca-Coal) is also dominated by Lehar soda (Pepsi-Cola) in Kanpur
city.
Maaza (Coca-Cola) is also dominated by Slice(Pepsi-Cola).
It was seen that Lehar Soda (1 lit.) in particular remains short during the season.
In the market there is only a retailer on which the sale of the different product of
different company depends
107
APPENDIX
108
Questionnaire
109
QUESTIONNAIRE
Name : ____________________________________
Address : ____________________________________
____________________________________
Contact No. : ____________________________________
110
111
Q 1. which brand is prefer by the customer?
Product no. of consumer % Aquafina 7Lehar soda 4Slice 20Mountain dew 19Mirinda lemon 3Mirinda orange 14Pepsi 247up 9
PEPSI, 40
M.DEW, 15MIRINDA, 15
SLICE, 15
7UP, 10OTHERS, 5
PEPSI
M.DEW
MIRINDA
SLICE
7UP
OTHERS
112
Q2. When you prefer colddrink?
Once in a week Twice in a week Never Ocassionally Daily Often
Q3.Which flavour you prefer
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Pepsi
M.Dew
7 Up
Slice
Mirinda
Other
PEPSI, 40
M.DEW, 15MIRINDA, 15
SLICE, 15
7UP, 10OTHERS, 5
PEPSI
M.DEW
MIRINDA
SLICE
7UP
OTHERS
114
Q4.Which brand purchase is the most?
PEPSI 43%
COKE 57%
.
115
Q.5. Which brand of soda do you purchase?
a. Leher Soda (Pepsi-Cola) 55%
b. Kinley(Coca Cola) 45%
116
1%1%1%0%0%
55%45%
0%0%0%0%0%
0%0%0%0%
Q.6. Which brand of mineral water do you purchase?
a. Aquafina (Pepsi-Cola) 65%
b. Kinley (Coca Cola) 35%
65%
35%
1
2
117
Bibliography
118
BIBLIOGRAPHY
MARKETING MANAGEMENT “KOTLER PHILIP” (pno.20-25)
Pearson Education singapore 12th edition
MARKETING OF PRINCIPLE
.“GARY ARMSTRONG”(pno.85-97) Pearson Education 11th edition
RESEARCH METHODOLOGY
.“KOTHARI C. R.”(pno.110-125)New age international publisher (DELHI)2nd revised edition 2004 reprint 2008
WEBSITE:
www.pepsiworld.com
www.pepsico.com
www.google.com
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