Bhusan Project

BABU BANARASI DAS NATIONAL INSTITUTE OF TECHNOLOGY LUCKNOW
A SUMMER TRAINING REPORT ON
ANALYSIS OF POTENTIAL OF SOFT DRINK MARKET WITH RESPECT TO PEPSICO"

SUBMITTED IN PARTIAL FULFILLMENT OF REQUIRMEN FOR THE AWARD OF DEGREE OF
MASTER OF BUSINESS ADMINISTRATION BY GAUTAM BUDDH TECHNICAL UNIVERSITY, LUCKNOW ACADEMIC YEAR 2009-11 SUBMITTED BY : BHUSHAN KUMAR MBA 3rd SEMESTER ROLL No.0912270017 UNDER GUIDANCE OF MR. MANISH SRIVASTAV MBA DEPARTMENT SRMCEM,LUCKNOW SUBMITTEDTO: MR. BOBBY W.LYALL HOD MBA, DEPARTMENT SRMCEM,LUCKNOW
Bhushan Kumar, 0912270017, Session 2009-11
ACKNOWLEDGEMENT
A project is never the sole product of a person whose name has appeared on the cover. Even the best effort may not prove successful without proper guidance. For a good project one needs proper time, energy, efforts, patience, and knowledge. But without any guidance it remains unsuccessful. I have done this project with the best of my ability and hope that it will serve its purpose.
It was really a great learning experience and I am really thankful to my Mr. Manish srivastava (Faculty Guide) and My project guide as Mr. Neeraj Singh who not only helped me in the successful completion of this report but also spread his precious and valuable time in expanding my knowledge base. After the completion of this Project I feel myself as a well aware person about the Research Procedure and the complexities that can arose during the process. Also I get an insight of the advertising industry and its effectiveness in promoting sales. Finally, I am also grateful to all those personalities who have helped me directly or indirectly in bringing up this project report.
Hari Shankar Maurya
PREFACE
As a student of MBA one of the most reputed professional courses, I have to undergo for the summer internship in the end of the first year. The attractive feature of the MBA DEGREE is that along with theory we also get to have the exposure of the practical environment.
The topic for my project is:-
ANALYSIS OF POTENTIAL OF SOFT DRINK MARKET WITH RESPECT TO PEPSICO"

The Project Report revolves around the changes occurred in sales & promotion in beverages industry and their effectiveness in getting change in promotion activities standing in VARANASI. The objectives are predefined and the task is to accomplish them.
The study was confined geographically to selected areas of VARANASI. The potential respondents are the beverages based consumers and the industrial consumers, who have commercial use for the product. The whole process during the report is well planned, the primary data collection is done from the respondents.
Bhusan Kumar
DECLARATION
I, BHUSAN KUMAR a student of MBA OF SRMCEM LUCKNOW respectively hereby declare that the Project Report on ANALYSIS OF POTENTIAL OF SOFTDRINK MKT. WITH RESPECT TO PEPSICO the outcome of my own work and the same has not been submitted to any other University/Institute for the award of any degree or any Professional diploma.
(Bhusan Kumar )
CONTENTS
CHAPTER ONE (INTRODUCTION)
1.1 1.2
Objective History Of The Company (Past Present & Future) Pepsico Company Profile Organisation Structure
1.3 1.4
Swot Analysis Credentials
CHAPTER TWO (RESEARCH METHODOLOGY) 2.1 2.2 2.3 2.4 2.5 Research Design Sample Design Data collection Method Market Research Process Visi Purity
CHAPTER THREE (FINDING AND ANALYSIS) 3.1 3.2 Findings & Observation Graphical Analysis
CHAPTER FOUR (CONCLUSIONS & RECOMMENDATIONS)
4.1 4.2 4.3 4.4
Conclusion Recommendation Limitation Main Key Points
CHAPTER FIVE (BIBLIOGRAPHY)
5.1 Appendix Questionare
Executive Summary
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 VARANASI 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 VARANASI. 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 VARANASI PEPSI boasts of having the maximum market share in the beverage segment in VARANASI and is in constant process for the betterment of its product performance and customer as well retailers satisfaction.
Introduction
INTRODUCTION
The Project ANALYSIS OF POTENTIAL OF SOFTDRINK MKT. WITH RESPECT TO PEPSICO 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 VARANASI & 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.
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Objective
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To analyze, interpret and study the entire beverage market of VARANASI 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.
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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 companys 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 3 Sales 4. To satisfy the customers
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Company Profile
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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, Pizzahut, 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.
The restaurant segment primarily consists of the operations of the worldwide Pizza-Hut, Taco bell and KFC chains PFS, PepsiCos restaurant distribution operation, supplies to Company owned and Franchise restaurants in the U.S. Bhushan Kumar, 0912270017, Session 2009-11 15
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 Cokes 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.
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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 Pepsis 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 Pepsis 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. Pepsis 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 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 Bhushan Kumar, 0912270017, Session 2009-11
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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 Pepsis 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.
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Organizational Structure
Chairman President Unit Manager TDM ADC Customer Executive Distributers A,B,C Route Agents Customer Executive Distributers E,F Route Agents
Helper
Bhushan Kumar, 0912270017, Session 2009-11 19
Helper
Product Profile
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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 Pepsis 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 Pepsis main emphasis is on this segment but they also have a focus on the 12 to 18 year old market.
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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.
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PEPSI-COLA LOGOS
The Pepsi-Cola logo has changed many times over the years. Here's a chronological history of the various logos.
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Slogans and Logos
1898
Brad's Drink
Exhilarating, 1903 Digestion 1906 1908 1915 1919 1920 1928 1929 1932 1933
Invigorating,
Aids
Original Pure Food Drink Delicious and Healthful For All Thirsts - Pepsi:Cola Pepsi:Cola - It makes you Scintillate Drink Pepsi:Cola - It Will Satisfy You Peps You Up! Here's Health! Sparkling, Delicious It's the Best Cola Drink Double Size
1934 Refreshing and Healthful 1938 1939 Bhushan Kumar, 0912270017, Session 2009-11 Join the Swing to Pepsi Twice as Much for a Nickel
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1943 1947
Bigger Drink, Better Taste It's a Great American Custom
1949
Why Take Less When Pepsi's Best?
1950
More Bounce to the Ounce The Light Refreshment
1954 Refreshing Without Filling 1958 Be Sociable, Have a Pepsi Now It's Pepsi for Those Who Think 1961 Young Come Alive! You're in the Pepsi 1963 Generation Taste that Beats the Others Cold, 1967 Pepsi Pours It On. You've Got a Lot to Live, Pepsi's Got 1969 a Lot to Give 1973 1976 Join the Pepsi People Feelin' Free Have a Pepsi Day! Catch 1979 Take the Pepsi Challenge Bhushan Kumar, 0912270017, Session 2009-11 That Pepsi Spirit
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1981 1983 1984 1987 1989 1992 1993 1995 1997 1998 1999 2000 2003
Pepsi's Got Your Taste for Life Pepsi Now! The Choice of a New Generation America's Choice A Generation Ahead Gotta Have It Be Young, Have Fun, Drink Pepsi Nothing Else is a Pepsi Generation Next Same Great Taste The Joy of Cola The Joy of Pepsi
2004
Pepsi. It's the Cola
a2005
2006
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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. Pepsis 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 mostrecognized advertising. New advertising and exciting promotions keep
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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.
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Probably high on the list of strengths is Pepsis 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 todays 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).
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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 Cokes 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.
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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.
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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 worlds largest Companies. As far as market share is concerned Pepsi stands strong.
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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 worlds population." (PepsiCos annual report, 1999) This reflects that India holds a central position in Pepsis 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 PepsiCos 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- its got to be Pepsi.
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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 Lays 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.
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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 shirtings, restaurants, beer plant in Mauritius & edible oil plant in Sri Lanka
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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 offering includes Campa-
Coca-Cola, pure drinks. Its
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.
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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. PepsiCola 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.
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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
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PEPSI-COLA PHRASES
The Pepsi-Cola marketing phrase has also changed many times 1909-1939: 1939-1950: 1950-1963: 1953-1961: 1961-1963: 1963-1967: 1967-1969: 1969-1973: 1973-1975: 1975-1978: 1978-1981: 1981-1982: 1983-1983: Delicious and Healthful Twice As Much For A Nickel Too The Light Refreshment Be Sociable Now It's Pepsi For Those Who Think Young Come Alive! You're In The Pepsi Generation Taste That Beats The Others Cold You've Got A Lot To Live, Pepsi's Got A Lot To Give Join The Pepsi People Feeling' Free Have A Pepsi Day Catch That Pepsi Spirit Pepsi's Got Your Taste For Life! 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
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PEPSI BRANDS AND PACK PROFILE
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GLASS BOTTLES
DISPOSABLE CANS
PET JARS
FLAVOUR PACKS:
COLA (Carbonated Soft Drink):

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PEPSI
MIRANDA ORANGE ORANGE:
MOUNTAIN DEW
7UP
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MANGO: SLICE MANGO
MINERAL WATER: AQUAFINA
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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.
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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 PepsiCos 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.
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Credentials
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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.
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LOCATIONS OF BOTTLING PLANTS OF PEPSI IN INDIA
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Swot Analysis
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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.
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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.
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.
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Research Methodology
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RESEARCH METHODOLOGY
OBJECTIVE OF RESEAECH:The Main objective of research in this project was to get the detailed analysis of potential of softdrink mkt with respect to PepsiCo.
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 VARANASI 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.
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Types of data
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. B. C. D. Route Riding Retail Tracking Corporate Tracking Analysis of finding and observations
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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 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 VARANASI 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 flavor 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 (Ras). The RAs 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 RAs 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 RAs been responsible for the accomplishment of their sales target on their routes and was given incentives on achieving the targets. Not only this, the RAs 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 RAs 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, VISIs (fridges), display boards, glow signboards, wall paintings, banners, posters and other incentives
The RAs 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 RAs was controlled by the Customer Executives, who also assisted the RAs in achieving their targets and were in charge of the sales performance in their assigned areas. A Customer Executive had nine to ten RAs under him and was responsible for their performances as well. He was also concerned with the promotional activities on his routes and handling of policy matters in the corporate regarding supply to industrial canteens and cafeterias Bhushan Kumar, 0912270017, Session 2009-11
65
We as Research trainees were required to study and analyze the activities of the RAs 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 RAs in accordance with the companies regulations and record complaints against RAs, company or products, if any.
66
Inquire about the performance of various brands and flavors packs and customers 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, VISIs, and also impact of nationwide 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.
67
RETAIL MAPPING OF VARANASI:
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 VARANASI. 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 thereof.
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 VARANASI 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 VARANASI and had to be incorporated in the project in accordance to the companies policies.
68
Objectives of Retail Mapping:
Segregating entire VARANASI for Strong Area Programme and Weak Area Programme i.e., SAP and WAP.
Assessment of retailers 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 VARANASI into five broad categories viz, On Route, Non Existence, Non Potential, Reachable and Non Reachable under the head, Potential Retail Outlets.
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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 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 VARANASI 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. Bhushan Kumar, 0912270017, Session 2009-11
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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 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.
71
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.
72
POTENTIAL OUTLETS :
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:
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.
73
C. CORPORATE MAPPING :
VARANASI 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.
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.
74
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.
The Corporate Mapping was the supplementary programmed in the project to boost the sales performance of PEPSI in VARANASI 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.
75
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 that 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.Es 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 CEs further forwarded these reports after retaining the reference copy, to MDC for further review and reference.
76
SEGREGATION OF GREATER NOIDA:
As discussed earlier that the major objective of the Retail Mapping of VARANASI was to segregate the market for PEPSI for the Strong Area Program and the Weak Area Programmed. 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 VARANASI. 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
77
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 RAs 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.
78
Findings & Observation
79
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 businesss 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 VARANASI 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.
80
The present distribution system of PEPSI is the best in the entire FMCG industry in VARANASI 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 VISIs, 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.
81
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.
82
Analysis
83
MARKET STATUS OF PEPSI PRODUCT
PEPSI-COLA PRODUCTS
Aquafina 7% Lehar 7-Up 9% Pepsi 24% Lehar Soda 4% Mirinda Orange 14%
Slice 20%
Mirinda Lemon 3% Mountain Dew 19%
The percentage of selling of different brands of pepsi in kanpur
84
PREFERENCE OF SOFT DRINKS IN QUANTITY
2 LT. 24%
330 ML (CAN) 2%
200 ML 37%
600 ML 12% 300 ML 25%
The preferences of GREATER NOIDAcutomers using pepsico products in different quantity
(Research conduct over 100 persons)
85
RATIO OF CONSUMPTION OF SOFT DRINKS PER 100 CONSUMERS
Once in a week 3%
Never 1%
Twice in a week 12%
Occasionaly 4%
Daily 13%
Often 67%
This analysis is based on the preferences of using behaviour
86
The other Statistics and finding have been presented in the form of various charts on the coming pages:
DEMAND OF SOFT DRINK
10% 40% children youth 50% old
The segmentation of demand of pepsi based on age over 100 persons.
87
CONSUMTION OF PEPSI BRAND
PEPSI
7UP, 10 SLICE, 15 OTHERS, 5 PEPSI, 40
M.DEW MIRINDA SLICE 7UP OTHERS
MIRINDA, 15
M.DEW, 15
This figure shows the cutomer satisfaction over 100 persons in kanpur.
88
MARKET SHARE OF PEPSI AND COKE IN VARANASI
OTHERS, 11 COCK, 44
PEPSI, 45
PEPSI COCK OTHERS
This figure shows the market share of pepsi and coke in kanpur
Sample size 100
89
Which brand purchase is the most?

.
PEPSI Vs COKE
43 57%
PEPSI COKE
This figure shows the consumer demand in market. Research conducted over 100 persons.
90
CONCLUSION & RECOMMEN DATION
91
Conclusion
92
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 VARANASI with the support of its efficient distribution network, aggressive marketing efforts and advertisements along with attractive schemes but there still exists potential market in VARANASI 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 businesss 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.
93
Recommendations
94
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 VARANASI 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.
95
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.
96
Rural market being a very potential segment needs very quick and prompt efforts to be taken to capture this high volume market.
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 companys 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.
97
Soft drink is still considered a treat virtually a luxury, so it possible company should cut down its price especially of cans.
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 retailers 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.
98
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.
99
Limitations
100
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.
101
MAIN KEY POINTS
102
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
VARANASI
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.
103
Retailers have complaint regarding the PET, that more better quality bottle should be used.
Aquafina (Pepsi-Cola) in VARANASI 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 VARANASI 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
104
DATA ANALYSIS
Q 1. which brand is prefer by the customer? Bhushan Kumar, 0912270017, Session 2009-11 105
Product Aquafina Lehar soda Slice Mountain dew Mirinda lemon Mirinda orange Pepsi 7up
no. of consumer % 7 4 20 19 3 14 24 9
PEPSI
MIRINDA, 15
M.DEW, 15
106
Q2. When you prefer colddrink? Once in a week Twice in a week Never Ocassionally Daily Often
Once in a week 3%
Never 1%
Twice in a week 12%
Occasionaly 4%
Daily 13%
Often 67%
107
Q3.Which flavour you prefer Pepsi M.Dew 7 Up Slice Mirinda Other
PEPSI
MIRINDA, 15
M.DEW, 15
108
Q4.Which brand purchase is the most?
PEPSI
43%
COKE
57%
PEPSI Vs COKE
43 57%
PEPSI COKE
109
Q.5. Which brand of soda do you purchase?
a. Leher Soda (Pepsi-Cola)
55%
b. Kinley(Coca Cola)
45%
0% 0% 0% 0% 1% 45% 55%
110
Q.6. Which brand of mineral water do you purchase?
a. Aquafina (Pepsi-Cola)
65%
b. Kinley (Coca Cola)
35%
35% 1 2 65%
111
Bibliography
112
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
113
Questionnaire
114
QUESTIONNAIRE
Name Address : : ____________________________________ ____________________________________ ____________________________________ Contact No. : ____________________________________
Q 1. which brand is prefer by the customer? Aquafina Lehar soda Slice Mountain dew Mirinda lemon Mirinda orange Pepsi 7up Q2. When you prefer colddrink? Once in a week Twice in a week Never Ocassionally Daily Often
Q3.Which flavour you prefer Pepsi M.Dew 7 Up Slice Mirinda Bhushan Kumar, 0912270017, Session 2009-11 115
Other Q4.Which brand purchase is the most?
PEPSI
COKE
Q.5. Which brand of soda do you purchase?
a. Leher Soda (Pepsi-Cola)
b. Kinley(Coca Cola)
Q.6. Which brand of mineral water do you purchase?
a. Aquafina (Pepsi-Cola)
b. Kinley (Coca Cola)
116

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BABU BANARASI DAS NATIONAL INSTITUTE OF TECHNOLOGY LUCKNOW

A SUMMER TRAINING REPORT ON

ANALYSIS OF POTENTIAL OF SOFT DRINK MARKET WITH RESPECT TO PEPSICO"

Bhushan Kumar, 0912270017, Session 2009-11

Hari Shankar Maurya

Bhushan Kumar, 0912270017, Session 2009-11

The topic for my project is:-

ANALYSIS OF POTENTIAL OF SOFT DRINK MARKET WITH RESPECT TO PEPSICO"

Bhushan Kumar, 0912270017, Session 2009-11

Bhushan Kumar, 0912270017, Session 2009-11

CHAPTER ONE (INTRODUCTION)

Swot Analysis Credentials

Bhushan Kumar, 0912270017, Session 2009-11

CHAPTER FOUR (CONCLUSIONS & RECOMMENDATIONS)

4.1 4.2 4.3 4.4

Conclusion Recommendation Limitation Main Key Points

CHAPTER FIVE (BIBLIOGRAPHY)

5.1 Appendix Questionare

Bhushan Kumar, 0912270017, Session 2009-11

Bhushan Kumar, 0912270017, Session 2009-11

Bhushan Kumar, 0912270017, Session 2009-11

Bhushan Kumar, 0912270017, Session 2009-11

Bhushan Kumar, 0912270017, Session 2009-11

Bhushan Kumar, 0912270017, Session 2009-11

Bhushan Kumar, 0912270017, Session 2009-11

1. Profitability 2. Improvement 3 Sales 4. To satisfy the customers

Bhushan Kumar, 0912270017, Session 2009-11

Bhushan Kumar, 0912270017, Session 2009-11

THE COMPANY PROFILE: PEPSI CO.

Bhushan Kumar, 0912270017, Session 2009-11

Pepsi prefers to segment itself as the beverage choice of the

Bhushan Kumar, 0912270017, Session 2009-11

Bhushan Kumar, 0912270017, Session 2009-11

PRODUCT POSITIONING OF PEPSI CO.

Generation Next, or just as the Pepsi Generation.

Bhushan Kumar, 0912270017, Session 2009-11

Bhushan Kumar, 0912270017, Session 2009-11

Bhushan Kumar, 0912270017, Session 2009-11

Slogans and Logos

Bigger Drink, Better Taste It's a Great American Custom

Why Take Less When Pepsi's Best?

More Bounce to the Ounce The Light Refreshment

Pepsi. It's the Cola

Bhushan Kumar, 0912270017, Session 2009-11

Bhushan Kumar, 0912270017, Session 2009-11

STRENGTH & WEAKNESSES OF PEPSI CO.

Bhushan Kumar, 0912270017, Session 2009-11

Bhushan Kumar, 0912270017, Session 2009-11

Bhushan Kumar, 0912270017, Session 2009-11

Bhushan Kumar, 0912270017, Session 2009-11

Bhushan Kumar, 0912270017, Session 2009-11

Bhushan Kumar, 0912270017, Session 2009-11

PEPSI-THE INDIAN EXPERIENCE

The two advertisements tags: yehi

hai right choice baby and nothing official about it

immediately ring a bell- its got to be Pepsi.

Bhushan Kumar, 0912270017, Session 2009-11

The advertisement tag yehi

hai right choice baby was the first Hinglish

Bhushan Kumar, 0912270017, Session 2009-11

Bhushan Kumar, 0912270017, Session 2009-11

PEPSI-COLA IN INDIAN SCENARIO

Limca & Gold spot,