1

A SUMMER TRAINING REPORT ON

MARKETING

MIX STRATEGIES COMPANY IN EAST DELHI

OF

PEPSICO

at

VARUN BEVERAGES LIMITED Under the supervision Of NEERAJ UPADHYAY Submitted to:
Prof. K Shanti Swaroop Faculty of social sciences Dayalbagh Education Institute Agra

Submitted by:
Saran Prakash Satsangi Roll no. 107628 MBA

ACKNOWLEDGMENT
Completing a task is never one man effort. It is often the result of invaluable contribution of number of individuals in a direct or indirect manner that helps in sharing a making of success. I express my gratitude towards the management of DEI and Varun Beverages Ltd., (S.K. traders) khichiripur new Delhi for giving me the opportunity to undergo my project report and allowing me to gain invaluable experience with subsequent exposure to the modern business world. I am extremely grateful to my project guide Mr. Neeraj Upadhyay (T.D.M.) for completing my project report successfully. His constant support as well as the guidance, which he gave to me, helped me tide over the difficulties. I further extend my thanks to all the employees (PSR and DA) for their appreciation & cooperation given by them to me in gathering information for the survey. I would like to extend my heartiest thanks to my guide Mr. Mukul Mahajan, my class, friends and for providing me light moments, patience and affection in times of distress and hopelessness. Last but not least I bow my head before GOD who has been the ultimate source of the energy.

SARAN PRAKASH SATSANGI

AUTHENTICATION CERTIFICATE
This is to certify that the work presented in this dissertation and titled on summer project: at varun beverages ltd.(S.K traders) on the topic of MARKETING MIX STRATEGIES OF PEPSICO COMPANY IN EAST DELHI has been entirely carried out by SARAN PRAKASH SATSANGI under my guidance & is being submitted to DEI, AGRA this dissertation has not been submitted by him to any other university for attainment of any degree/diploma/pg or certificate course.

Signature of the Project Guide

DECLARATION
I, Saran Prakash Satsangi hereby declare that this project has been done by me and all the above information is true and accurate to the best of our knowledge. I also declare that this project has not been plagiarized as to my knowledge.

EXECUTIVE SUMMARY
PepsiCo is the world's premier consumer Products Company focused on convenience food and beverages. We seek to produce healthy financial reward to investors as we provide opportunities for growth and enrichment to our employee. PepsiCo India and its partners have invested more than U.S. $1 billion since the company was established in the country. PepsiCo provides direct and indirect employment to 150,000 people including suppliers and distributors The group has built an expansive beverage and foods business. To support its operations, PepsiCo has 43 bottling plants in India, of which15 are company owned and 28 are franchisee owned. PepsiCos business is based on its sustainability vision of making tomorrow better than today. PepsiCos commitment to living by this vision every day is visible in its contribution to the country, consumers and farmers. To deliver on this commitment, PepsiCo India will build on the incredibly strong foundation of achievement and scale up its initiatives while focusing on the following 4 critical areas that have a business link and where we believe that we can have the most impact. The project Comparative Market Demand Analysis of PepsiCo and CocaCola is being undertaken to check the demand of PepsiCo products in comparison to Coca-Cola products by the retailer. The survey is conducted in East Delhi region.

NEED OF THE STUDY

In the present scenario the competitions between the soft drinks increased very high. The companies are struggling a lot to keep up their market share in the industry and to improve the sales of their products i.e. the turnover of the company. For this the company has to know their position in the market and the opinion and the loyalty of the customers and the retailers when compared to their competitor. Because of this reason the comparative analysis is very important and useful to the Company. By the use of comparative analysis the companies can understand the position of the company and the strength of the company in the market. Through the comparative analysis we can understand that what strategies the competitors are using for the increase their sales volume. From the study we can gather the information regarding the opinion of the retailers on the companies comparatively and this will help to plans for the future to increase the performance of the company and to gain the loyalty of the retailers when compared to the competitors. Through this study the investigator got the personal experience in the market field. He can implement his theoretical knowledge in to practice. He can knowhow the companies are competing with each other to sustain in the market in this tough competitive world. Hence I felt that there is a need for the study. However, this type of study has not been carried out earlier by any investigator.

OBJECTIVES OF THE STUDY

1. To study the overview of Pepsi Company (Varun Beverages Limited) 2. To know the merchandising techniques of PepsiCo. 3. To identify the retailers opinion towards PepsiCo products when compared to coca-Cola products. 4. To find out the problems faced by the retailers with respect to PepsiCo and Coca-Cola. 5.To know the sales and distribution techniques of varun beverages in East Delhi. 6.To understand the customer relation process of varun beverages with their retailers. 7.To know the sales promotion tools used by PepsiCo Company. 8.To know about the sales promotion impacts on sale of the product of PepsiCo Company in CTC. 9.To find out the best promotional tool preferred by the retailers. 10.To know the peak periods of sales promotion activities. 11.To analyze the strength & weakness of PepsiCo.

12.To offer some finding and suggestions to the company for the improvement of its performance.

COMPANY PROFILE

PEPSICO
PepsiCo entered India in 1989 and has grown to become the countrys largest selling food and Beverage Company. One of the largest multinational investors in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India. PepsiCo nourishes consumers with a range of products from treats to healthy eats that deliver joy as well as nutrition and always, good taste. PepsiCo Indias expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low calorie options such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drinks - Gatorade, Tropicana 100% fruit juices, and juice based drinks Tropicana Nectars, Tropicana Twister and Slice, noncarbonated beverage and a new innovation Nimbooz by 7Up. Local brands Lehar Evervess Soda, Dukes Lemonade and Mangola add to the diverse range of brands. PepsiCos foods company, Frito-Lay, is the leader in the branded salty snack market and all Frito Lay products are free of trans-fat and MSG. It manufactures Lays Potato Chips; Cheetos extruded snacks, Uncle Chipps and traditional snacks under the Kurkure and Lehar brands and the recently launched Aliva savoury crackers. The companys high fiber breakfast cereal, Quaker Oats, and low fat and roasted snack options enhance the healthful choices available to consumers. Frito Lays core products, Lays, Kurkure, Uncle Chipps and Cheetos are cooked in Rice Bran Oil to significantly reduce saturated fats and all of its products contain voluntary nutritional labeling on their packets.
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The group has built an expansive beverage and foods business. To support its operations, PepsiCo has 36 bottling plants in India, of which 13 are company owned and 23 are franchisee owned. In addition to this, PepsiCos Frito Lay foods division has 3 state-of-the-art plants. PepsiCos business is based on its sustainability vision of making tomorrow better than today. PepsiCos commitment to living by this vision every day is visible in its contribution to the country, consumers and farmers.
MISSION

PepsiCos mission is to be the world's premier consumer Products Company focused on convenient foods and beverages. They seek to produce financial rewards to investors as they provide opportunities for growth and enrichment to their employees, their business partners and the communities in which they operate and in everything they do, they strive for honesty, fairness and integrity.

VISION "PepsiCo's responsibility is to continually improve all aspects of the world in which we operate - environment, social, economic - creating a better tomorrow than today." Their vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company.

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HISTORY PepsiCo was founded by Donald M. Kendall, President and Chief Executive Officer of Pepsi-Cola and Herman W. Lay, Chairman and Chief Executive Officer of Frito-Lay, through the merger of the two companies. Pepsi-Cola was created in the late 1890s by Caleb Bradham, a New Bern, N.C. pharmacist. Frito-Lay was formed by the 1961 merger of the Frito Company, founded by Elmer Doolin in 1932, and the H. W. Lay Company, founded by Herman W.Lay, also in 1932. Herman Lay is chairman of the Board of Directors of the new company; Donald M. Kendall is president and chief executive officer. The new company reports sales of $510 million and has 19,000 employees.

Major products of the new companies are:

Pepsi-Cola Company - Pepsi-Cola (formulated in 1898), Diet Pepsi (1964) and Mountain Dew (introduced by Tip Corporation in 1948).

Frito-Lay - Fritos brand corn chips (created by Elmer Doolin in 1932), Lay's brand potato chips (created by Herman W. Lay in 1938), Cheetos brand cheese flavored snacks (1948), and Ruffles brand potato chips (1958) and Rold Gold brand pretzels (acquired 1961).

Mountain Dew launches its first campaign "Yahoo Mountain Dew ... it'll tickle your innards."

1967 Pepsi generation advertising, Come Alive! You're in the Pepsi Generation" campaign that named and claimed a whole generation (1963-67), introduces a new theme: "Taste that beats the others cold. Pepsi pours it on!"

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1977

PepsiCo acquires Pizza Hut. Pizza Hut was founded in 1958 by Dan and Frank Carney. It is spun off along with Taco Bell and KFC businesses as Tricon Global Restaurants, Inc. in 1997.

PepsiCo passes the $3 billion mark in sales. PepsiCo stock splits three-for-one.

2009

PepsiCo is named to the 'Best Companies for Multi Cultural Women' list by working Mother magazine PepsiCo joins Ceres, a leading coalition of investors, environmental groups and public interest organizations working to address sustainability efforts

Near East brand launches two new productsPearled Couscous side dish and Near East Gourmet Meal Kits

SoBe Life water introduces two new zero-calorie flavors Acai Fruit Punch and Mango Melon

Pepsi celebrates its 75th anniversary in Canada PepsiCo honored with 'Respect Award' for its commitment to diversity by the Gay, Lesbian and Straight Education Network (GLSEN)

PepsiCo-Almarai joint ventures acquires stake in Jordanian dairy company, Teeba

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Frito-Lay Turkey honored with 'Environment-Friendly Industrial Plant' award from the Kocaeli Chamber of Industry

PepsiCo creates Baked Snacks North America Business Unit to meet consumers interest in more nutritious snacks and foods

PepsiCo opens new Russian beverage plant in Domodedovo, the largest bottling plant in PepsiCo's global system

Naked Juice becomes the first nationally distributed brand to use 100%

PEPSICO IN INDIA PepsiCo entered India in 1989 and has grown to become one of the countrys leading food and beverage companies. One of the largest multinational investors in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India. PepsiCo India and its partners have invested more than U.S.$1 billion since the company was established in the country. PepsiCo provides direct and indirect employment to 150,000 people including suppliers and distributors. PepsiCo nourishes consumers with a range of products from treats to healthy eats, that deliver joy as well as nutrition and always, good taste. PepsiCo Indias expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low calorie options such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drinks - Gatorade, Tropicana100% fruit juices, and juice based drinks Tropicana Nectars, Tropicana Twister and Slice. PepsiCos foods company, Frito-Lay, is the leader in the branded salty snack market and all Frito Lay products are free of trans-fat and MSG.

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It manufactures Lays Potato Chips, Cheetos extruded snacks, Uncle Chips and traditional snacks under the Kurkure and Lehar brands. The companys high fibre breakfast cereal, Quaker Oats, and low fat and roasted snack options enhance the healthful choices available to consumers. Frito Lays core products, Lays, Kurkure, Uncle Chipps and Cheetos are cooked in Rice Bran Oil to significantly reduce saturated fats and all of its products contain voluntary nutritional labeling on their packets. The group has built an expansive beverage and foods business. To support its operations, PepsiCo has 43 bottling plants in India, of which15 are company owned and 28 are franchisee owned. In addition to this, PepsiCos Frito Lay foods division has 3 state-of-the-art plants. PepsiCos business is based on its sustainability vision of making tomorrow better than today. PepsiCos commitment to living by this vision every day is visible in its contribution to the country, consumers and farmers. Product Mix Width & Product line length for Pepsi India Pvt. Ltd. compared to Coke Company PRODUCT MIX WIDTH SOFT DRINKS PEPSI COKE PEPSI COCA COLA 7 UP SPRIT PRODUCT ORANGE FANTA LINE MARINDA LENGTH MOUNTAIN THUMPS DEW UP LEMON LIMCA MARINDA

DRINKING WATER PEPSI COKE

AQUAFINA

KINLEY

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SLICE DIET PEPSI LEHAR SODA

MAAZA DIET COKE KINLEY SODA

CELEBRITIES FOR PEPSI Following are some celebrities for Pepsi : Amitabh Bachchan Shahrukh Khan Saif Ali Khan Fardeen Khan Kareena Kapoor Preity Zinta Sachin Tendulkar Saurav Ganguly Yuvraj Singh Harbhajan Singh Rahul Dravid Zaheer Khan Mohammad Kaif Priyanka Chopra

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Comparison of the Slogans of the two Major Brands: The slogans are very important for the advertising purpose. The slogans will attract the customers a lot. The slogans will give the views and the intentions of the company that what they want to share with the customers. We can say slogan is an appeal to the customers about the products of the company. Pepsi and Coke have very different targeting strategies. Pepsi is promoting itself as something new , young and hip, which seems a little odd aver 100 years. Coke is tuning itself as the original, the authentic and appealing to a sense of traditional one. Pepsi has always targeted they oath market more aggressively than Coke. The companies have been changing their Logos continuously to attract the new customers. They are trying to create the new image and look to their Companies through changing the Advertisements taglines. Slogans of Pepsi company Yehi hai right Slogans of Coke company choice Delicious and refreshing. Coca-Cola revives and babyaaha!!!! sustains. Nothing official about it The great national Choice of next generation temperance beverage. Good till the last drop More cricket more Pepsi Three million a day. Yeh aazadi hai dil ki Thirst knows no season. Enjoy life. Yeh dil mange more Refresh yourself. Zor ka jhatka Dhhere se lage Six million a day. It had to be good to get where it is. Pepsi ke liye hum besharm "Thanda matlab Coca17

hai Yeh pyaas hai badi Do the Dew OyeBubbly! Pepsi uthao, ghar le jao Join the blue billion Mouth happy pocket happy Pepsi. My can

Cola!" "Pio sar utha ke" "Jo chaho ho jaye, CocaCola enjoy!"

Sidhi baat no bakwas

PEPSICO BRANDS Goal is to nourish consumers with a range of products that deliver great taste, convenience and affordability from simple treats to healthy offerings. 1. FOODS PepsiCo's foods division Frito-Lay is the leader in the branded salty snack market and all its products are free of trans-fat and MSG. It manufactures Cheetos Kurkure Lays Aliva Lehar 2. BEVERAGES PepsiCo India's expansive portfolio includes iconic refreshment beverages such as:

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 Pepsi 7up Nimbooz Slice Mountain Dew Marinda ( Orange and Lemon) Lehar soda In addition to low calorie options such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drinks - Gatorade, Tropicana 100%, Tropicana Twister fruit juices.

MARKETING FUNCTION The success of any enterprise directly depends upon the success of its marketing function. Is the main function in this business? It plays a major role. After the production of the soft drinks, the functions of the Marketing Dept. starts and it continue process. The word marketing is not a simple word; it is of many complicated activities which should be undergone. The sales persons should have to search for the opportunities and have to avail the opportunity. One Manager will be appointed to look after the total marketing activities in that region and some team will be there under the manager to execute the function. Marketing should be done on two concepts related to the customers psychology, those are;

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 Fear of loss Hope of gain That means the marketer will create these feelings in the customers mind to market their products. For example Pepsi launched a promotional activity that see the crown of the bottle and win the gold coin; it creates these above mentioned feeling. The customer will think that if I am not taking that drink I may loss that gold coin (or)if I take that drink I can win that gold coin. These two sentences may be similar to see, but there is a difference in these words. The customer may be attracted towards the product because of any these two reasons. The approaches may vary from product to product, time to time, and place to place. The marketers have to create the need to the customer and have to show the solution for that need. Marketing Management is the process of planning and executive the conception, pricing and distribution of ideas, goods and services to create exchanges with target that satisfy customer and organizational objectives. That means marketing consists the distribution of soft drinks (distribution channels), promotional activities, providing the information about the products, advertising of the products etc. Pepsi Company is giving the huge publicity about their products introduced in the market and the products yet to come in to the market. They are using the big film stars, cricket players, tennis players and etc. as their brand ambassador to attract the people. It creates a psychological feeling that their favorite name and famed persons are consuming the products then why should I consume the product. The soft drink companies are spending lots of amount on the advertising. There is always the cold war is going on. To face the competition they are adopting various methods. The soft drink companies have to maintain good relations with the distributors, dealers and
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the retailers, because they can make the profits and can break the profits to the company. Because of this reason they will take care of these persons. This business totally depends on the seasons; the sales of the drinks will begin peak level in summer seasons. In the soft drinks industry without the marketing function they cannot run the business. In this industry the competition is more and uncontrollable, because of this reason the Companies have to think of competing with the competitors. The Company is appointing the executives to improve their marketing. The Executives will go to the retailers and explain about the products and the offers that are offered to the retailers and to improve the business what type of support the Company will provide to the retailers. Some supervisors will be recruited to supervise the marketing executives whether they are doing their duties perfectly or not. To look after all the marketing departments functions on Marketing Manager was recruited in the top level. In this way the marketing structure will made. Logistics also include the marketing function. The distribution of the soft drinks looked after by the marketing department only. They will supply the drinks to the retailers and collect the money and the empty bottles from the retails. If the marketing department is succeeded in all these functions then it is a successful marketing department. For this the department will struggle continuously. Some researchers also will be there for the marketing reach in the company because if the company is implementing the same strategies for a long time and for all the areas that many not be suitable for that time and area. For that the research department will do the continuous research for the new strategies.

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Marketing Mix :( 4Ps OF MARKETING)

Marketing mix is a by-product of customer oriented marketing approach. After identifying the market & gathering the basic information about it, the next step in the direction of market programming is to decide upon the instruments & the strategy for meeting the needs of the customers & challenges of rival sellers. According to W.J. Stanton, Marketing mix is a combination of four elements such as product, pricing structure, distribution system & promotional activities used to satisfy the needs of an organizations target market & at the same time achieves its marketing objectives. Every business enterprise has to determine its marketing-mix for the satisfaction of the needs of the customers. Marketing mix represents a blending of decision in four areas product, pricing, promotion & physical distribution. These elements are inter-related, because decision in one area usually affects action in the others. Marketing mix is marketing managers instrument for the attainment of marketing goals. It is composed of four ingredients, i.e., (i) product (ii) price (iii) promotional activities (iv) distribution. These elements constitute the core of marketing system of a firm. A marketing manager implements his strategies & policies through these instruments.
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Marketing mix represents a blending of four elements namely product, price, promotion & distribution. Determination of marketing mix is an important decision which the marketing manager has to take. The basic purpose of marketing mix is to satisfy the needs & wants of the customer in most effective manner. As the needs of customers & the environmental factors change, marketing mix is also changed.

Sale Promotion:
Sales promotion is one of the 5 aspects of promotional mix. (The other four parts of the promotional mix are advertising, personal selling, direct marketing and publicity/public relations.) Media and non-media marketing communication are employed for a predetermined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples: 1. Under the crown (UTC) 2. Refilling. 3. Point of purchase displays 4. Rebates etc. Sales promotions can be directed at the customer, sales staff, or distribution channel members (such as retailers). Businesses can target sales promotions at three different audiences: consumers, resellers, and the company's own sales force. Sales promotion acts as a competitive weapon by providing an extra incentive for the target audience to purchase or support one brand over another. It is particularly effective in spurring product trial and unplanned purchases. Most marketers believe that a given product or service has an established perceived price or value, and they use sales promotion to change this price-value relationship by increasing the value and/or lowering the price. Compared to the other components of the marketing mix (advertising, publicity, and personal selling), sales promotion usually operates on a shorter time line, uses a more rational appeal, returns a tangible or real value, fosters an immediate sale, and contributes highly to profitability. Activities, materials, devices, and techniques used to supplement the advertising and marketing efforts and help coordinate the advertising with the personal selling effort. Sweepstakes are among the best-known sales promotion tools, but other examples include special displays, coupons, promotional discounts, contests, and gift offers. My subject of study is that how the companys promotional schemes stimulates the products demand and how the retailers response over scheme, what nature of the outlets (i.e. seasonal &non-seasonal), how they know about promotional scheme (i.e. through SMS, salesman, CE etc), whether the outlets
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prefer to sell RGB [Regular glass bottle], PET [plastic bottle], CAN, Acquafina mineral water, Leher soda.

VARUN BEVERAGES LIMITED ORIGIN OF VARUN BEVERAGES LTD. UNDER RKJ GROUP
It can be said with absolute certainty that the RKJ Group has carved out a special niche for itself. Its 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 laid claim to expertise and leadership in the fields of education, food and beverages. The business of the company 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. Varun beverages limited are the flagship company of the group. The group also became the first franchisee for Yum restaurants International (formerly PepsiCo Restaurants (India) Pvt. Ltd.) in India. It has exclusive franchise rights for Northern & Eastern India. It has total 46 Pizza Hut Restaurants & 1 KFC Restaurant under this company. It diversified into education by opening our first school in Gurgaon under management of Delhi Public School Society. The schools of the group are run under a registered Trust namely Champa Devi Jaipuria Charitable Trust. Companies are medium sized, professionally managed, unlisted and closely held between Indian Promoters and foreign collaborators. VISION
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Being the best in everything we touch and handle.

MISSION Continuously excel to achieve and maintain leadership position in the chosen businesses; and delight all stakeholders by making economic values in all corporate functions. OBJECTIVES OF VARUN BEVERAGES The objectives of VBL are: To observe the implementation and working of sales club programmed at different sections in Noida. To monitor whether it is successfully implemented in the market. To monitor the customer awareness about the sales club programmed whether they are fully aware about the programmed or not. To check out that all the required materials for sales club programmed are given to customer/ retailer or not. To find out the effect on increasing the sales b/z of sales club programmed at partial shop. To monitor the purity of visi-cooler at sales club account. To monitor the purity of sack at sales club account. To monitor whether updates in the programmed book is clan in time or not. To make the books available to the customers

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THE RKJ GROUP INVESTMENT

COMPANIES CHART

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VARUN BEVERAGES PRODUCTS

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PRODUCTION SET UP
East Delhi plant is dedicated for 7 major products. These are as follows : PRODUCT PEPSI MIRINDA ORANGE MIRINDA LEMON SLICE 7- UP LEHAR SODA MOUNTAIN DEW BOTTLING FILLING 300ML, 200ML, 600ML, 250ML, 1lt., 2lt. 300ML, 200ML, 600ML, 250ML, 1lt., 2lt. 300ML, 200ML, 600ML 250ML, 500ML, 1.25lt 300ML, 200ML, 600ML, 1lt., 2lt. 300ML, 600ML 200ML , 300ML, 600ML, 1lt., 2lt.,

COMPETITION INFORMATION
COCA-COLA INDIA PVT LTD DABUR INDIA LTD MOUNT EVEREST MINERAL WATERS LTD NARANGS HOSPITALITY SERVICES PVT LTD PARLE AGRO PVT LTD PARLE BISLERI LTD PIOMA INDUSTRIES LTD

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VARUN BEVERAGES HIERARCHY CHAIRMAN

DIRECTOR PRESIDENT VICE PRESIDENT GENERAL MANAGER DGM HEAD OF SALES (HOS)

TERRITORY DEVELOPMENT MANAGER (TDM)

AREA DEVELOPMENT MANAGER (ADM)

SENIOR CUSTOMER EXECUTIVE

CUSTOMER EXECUTIVE (CE)

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8 STEPS TO MAKE SALES CALL / TO GREET CUSTOMER PRE-CALL 1. PREPERATION

2. GREET THE CUSTOMER 3. STORE CHECK SERVICE 4. PRESENTATION 5. MERCHANDISE 6. DETERMINE THE ORDER

7. CURBSIDE DEBRIEF POST- CALL 8. ADMINISTRATION

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STEP 1: PREPERATION Monthly Preparation Set objective with supervisor Daily Preparation Review the scoreboard Ensure right SKU`s and Nos. available loaded
Check progress against Execution

Planner check outlet level plans / needs Identify the outlets you will be focusing on Get selling aids (POP, etc.) Pre-call planning
Review objectives just before entering outlet

Ensure you have the selling aids (POP, etc.) STEP 2: GREET THE CUSTOMER Identify the decision maker Introduce yourself Preempt urgent issues Relate with concern for his well being Relate with concern for his business STEP 3: STORE CHECK Walk the outlet to look for opportunities
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 Displays Product placement- SKU POP placement Equipment placement Pricing issues Product rotation STEP 4: PRESENTATION Follow this process to sell a new idea to the customer. Utilize a Solution Sheet to support the sale. P Present the opportunity E Explain the solution (solution sheet) P Provide the details with exact price S Secure the sale (customer says yes) I Implement next steps STEP 5: MERCHANDISE Ensure all Pepsi products are properly merchandised. Ensure all stock is rotated Remove out of code product Merchandise current standards Replenish coolers, racks, and shelf area Clean shelves and equipment as needed
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all

displays

according

to

STEP 6: DETERMINE THE ORDER Follow this process to develop an order for the customer. Goal: To ensure that he does not run out of products to sell to the consumers. Your route book is the key tool to performing this task well. Determine current stock Determine actual sales since last visit Develop your suggested order Agree customer Record your order in the route book STEP 7: CURBSIDE DEBRIEF Take a few moments to assess your performance. 1. Curbside Debrief Checklist

on

the

suggested

order

with

What worked well

What did not work well What would you do differently 2. Take notes
Route book/ Sales Tool / Route Planner Execution Planner

3. Record the final order in route book STEP 8: ADMINISTRATION

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Documenting all the pertinent information regarding your calls for the day. Call Administration Note all commitments that you have made to customers Follow up with supervisor on route needs Daily Territory Administration Update scoreboard
Update Execution Planner and Route books

Notify supervisor of changes necessary in customer data in route book (Customer Master File) Other administrative tasks required by supervisor Settlement Perform Check in and Check out duties Reconcile all sales, cash, and credits for the day ORDER BOOKING PROCESS Order Booking-PSR (Pre-selling Representative) Allocation of godown stocks among PSR

PSR goes to market with route book

Takes order based on stock position Merchandising Generates bills for orders taken and hands over to shipping

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PSR to work in tandem with DA DAILY ACTIVITY SCHEDULE OF CUSTOMER EXECUTIVE (CE) Ensure all systems in place in terms of formats, trackers, route books etc. prior to launch CE to review on daily basis: LPSC Strike Rate, TLSD Cancellation rates : Order & Volume CE to regularly work with the PSRs and DAs and monitor and coach on merchandising standards CE to specifically identify problem outlets and resolve their issues CE to monitor/smoothen working relationship between PSR/DA (handle cancellation/market issues etc) DAILY ACTIVITY SCHEDULE OF PRESALE REPRESENTATIVE (PSR) 1. Report in the morning to the distributor point. 2. Review with the DA order mismatch, cancellations, collection (in case not done previous evening) 3. Review previous days performance and todays priorities with CE if available. 4. Check stock availability and allocation. 5. Must carry the volume targets, schemes, SDOs for the day.

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6. Hits the market along the route book. 7. Visit outlets as per route plan and do the following: - Merchandising using POS if available - Visi charging - Sell in using the route book - Books GRB as per glass available in the outlet - Book order as per stock allocated to him 8. Returns to the distributor godown in the evening. 9. Generates the bill and make an order /delivery summary sheet. 10. Hands over order summary and 2 copies of bills to godown manager/ distributor. 11. Fill the territory score board. 12. Meets with the CE if available and updates on issues. DAILY ACTIVITY SCHEDULE OF DELIVERY AGENT (DA) 1. Report in the morning to the distributor point. 2. Receives load summary sheet and bills from distributor. 3. Check out load as per order summary. 4. Review with the PSR order mismatch, cancellation, collection and also priority if any. 5. Proceeds to the market and deliver as per plan within set norms. 6. Collects cash/cheque 7. Does cooler charging as per planogram and creates stacking. 8. Takes back MTs from the outlets after sorting. 9. Goes back for reload if necessary. 10. Returns in the evening and does the settlement. 11. Prepares undelivered and mismatch report. 12. Prepares consignment glass details.
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MERCHANDISING Merchandising is the methods, practices, and operations used to promote and sustain certain categories of commercial activity. IMPORTANCE OF MERCHANDISING 1 out of 2 customers buy a soft drink when they see one

3 out of 4 brand purchase decisions are made in store 9 out of 10 shoppers spend less than 3 minutes in an outlet 75% customers look out for attractive display in a store Positive impact on purchase decision for 30% respondents Unless properly put up, cons fail to register display

TEN CRITICAL MERCHANDISING STANDARDS 1. Location : High traffic area / first place 2. Position : Uniform appearance/consistent 3. Space to Sales : SKU proportionate to sales 4. Vertical striping: bill board effect 5. Facings: Logo facing the consumer 6. POP : Clean & current 7. Pricing: Clear price mark / value message 8. Rotation & cleaning : Maintain FIFO

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9. Innovation: warm display make it attractive 10.Tracking : Track & follow-up/maintain MERCHANDISING TECHNIQUES 1. VISICOOLER: Pepsi products are displayed exclusively in all Pepsi owned visicoolers. Pepsi products are well represented in all dealer owned coolers. 2. RACKS: Racks are an effective way of displaying Pepsi products. 3. SECONDARY DISPLAYS: Floor displays.

Accessible, attractive and safe.

4. PROMOTIONAL DISPLAYS: Special promotional displays should be made to draw attention to new product or pack introductions, promotions, special offers, etc. Request the dealer for space for the promotional display, e.g. in the shop window. Arrange the product display attractively using the POP material provided for the program 5. GLOW SIGN: Check that the glow sign is in good condition and securely fixed. If not, inform your supervisor immediately. Check that the sign is lit up regularly at night. If not, request the Customer to do so.

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Marketing System
Product: Pepsi carbonated water, sugar, added flavor package & drinking water. Introduction of Natural color drink is on the cards. Positioning: Besides retailing, the company focuses on institutional sales, special event to make the product available for additional mileage. Price: The company maintains a steady price due to tight competition. It encourages more retail margin as compared to the competitors. However, company does not believe in compromising the quality of the product. Promotion: Schemes & incentives are also given keeping on eye on the competitive activity from time to time. Company has also introduced a consumer awareness scheme to create better brand awareness of the product. Publicity: A company as promotional measure for value sale gives publicity. Adequate point of purchase materials, adequate display materials & participation in important local festival are also a part of promotional measure of the company. Marketing Strategy: Besides stamping the urban market, the companys focus is on penetration in the periphery rural area. The Manufacturing Process The process of manufacturing of aerated water (Soft Drinks) & fruit Juice under PepsiCo Brand is divided into mainly five parts such as: Water Treatment Syrup Making Bottle Washing Filling Crowning & Coding

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 Testing of the product

Water Treatment: Water Treatment is very essential in soft drinks plant as the nature & quality of water varies from place to place. To set uniform & standard water the process of treatment is carried on. The water taken from bore well by the help of water pump & pipe lines are collected in a storage tank where is prechlorinated by chlorinate & then by the help of pipelines comes to a treatment tank called coagulator tank where this water solution of different strength of bleaching powder, ferrous sulphate, hydrate line are added through dosing pump to reduce alkalinity, hardness & kill the bacteria. A mechanical stirrer mixes the chemical & then the suspended water settles down as sludge & clean water passes through retention tank. From this tank, the water passes through sand filter containing fine sand & pebbles & carbon filter contains granular carbon & finally through water polisher, micron filter, UV lamp to ensure clear & sanitary water for use. Further water used in the bottle washer & boiler needs softening. For this purpose the water from storage tank, after passing through two filter beds containing fine sand & granular carbon happens. Through a bed of resin where it is softened, this soft water is essential for use in bottle washer to reduce scale formation inside the machine. Syrup Making: For syrup making of a particular brand, collect quantity of sugar, water activated carbon (Powder) & Hyflow super cell known as filter aid are taken into a sugar dissolving tank which is specially designed making a vacuum space to enter steam & also fitted by a motor with agitator. Sugar syrup called raw syrup is prepared by developing the sugar with continuous stirring & heating by steam supplied by oil-fired boiler. This hot syrup with the help of a pump is filtered through a filter press attach with a series of quality filter paper to separate out carbonated particles. Bottle Washing: Bottle Washing is an important part in soft drink plant. The emptied durable & returnable bottles are used & returned from market in plastic crates are fed to bottle washing machine. The machine double end system with circular chin to carry the bottles caustic soda, tri-sodium phosphate & sodium-gluconate are added to the caustic tank filled in with water heated by
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steam supplied by the boiler. The empty bottles enter to the hot caustic tank in one end & after being cleaned by the hot caustic solution & finally washed with water through spray-jets fitted are discharged in other end. Then washed bottles pass on conveyor chain against laminated board for further inspection in the direction filling machine. Filling: Finished syrup &treated water line are connected to a dosing pump which mixes syrup & water with the ratio of 1:5 & syrup mixed with water entered to carbonated tank to mix with carbon dioxide gas are preserved in cylinder for use. The cylinders are connected through CO2 manifold tank to use requisite quantity of gas. The syrup passes through PHE, which is cooled itself by circulation of chilled, glycol supplied chilling compressor. To run the machine F-22 gas is used. The syrup being chilled easily mixes with CO 2 gas & enters to the filter for bottling. The filter is fitted with filling valves & lift Cylinders. Crowning & Coding: After beverage is filled in bottles it immediately goes to the crowner where with the help of crown crock the bottles are sealed to protect the carbonating, flavor, outside contamination & spoilage till the contained beverage is consumed. Then sealed bottles passed on the conveyor chain are coded by a coding machine on their way to out end. The sealed bottles are inspected properly against inspection light while passing through the conveyor fitted with SS chain. The empty plastic crates passing through a conveyor enter to crate washer machine & it is washed & moves through the conveyor where finished products are accumulated. Then the products are kept in plastic crates, which are durable in nature & returnable by buyer, put on palates & sent to shipping for shipment. Test of Products: Finally the finished syrup during bottling is tested in laboratory to meet the permanent & also to get standard & quality products.

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Performance with Purpose Performance with Purpose articulates PepsiCo India's belief that its businesses are intrinsically connected to the communities and world that surrounds it. Performance with Purpose means delivering superior financial performance at the same time as we improve the world. To deliver on this commitment, PepsiCo India will build on the incredibly strong foundation of achievement and scale up its initiatives while focusing on the following 4 critical areas that have a business link and where we believe that we can have the most impact. 1. PepsiCo India continues to replenish water & expand its expertise in water conservation PepsiCo 2. PepsiCo Indias Agri-Partnerships with farmers helps farmers across the country earn more. 3. PepsiCo India continues to convert waste to wealth, to make our cities cleaner. This award winning initiative will establish zero solid waste centers in districts throughout. 4. PepsiCo India will stay committed to the health & well-being of children. It will continue to provide children with a healthy & fun portfolio while simultaneously tackling the calories outside of the equation by expanding its gets an active programme for kids especially for school going children.

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SWOT Analysis of PepsiCo STRENGTH OF PEPSICO INDIA: 1. Its brand. 2. Huge market coverage, company existence not only in urban area but also in the rural area 3. Large number of product line to satisfy consumer. 4. Verity of scheme for the retailer throughout the year. So, that retailer will earn huge profit and also get satisfaction after selling PepsiCo product. 5. Company also gives time to time schemes for the consumer. So that, final consumer interest for repurchase &enjoy the benefit. 6. PepsiCo Indias Agri-Partnerships with farmers help farmers across the country earn more. 7. Good CSR Image.

WEAKNESS PEPSICO INDIA: 1. In distribution channel distributor is the additional person which is not responsible for the company, because there is no direct link between company and the retailer.

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2. Sales person also not feel that they are working for company, they think only for the distributor. 6. Pepsi the brand is not appreciated by the BBSR consumer, which is mother product.

OPPORTUNITY OF PEPSICO INDIA 1. Pepsi could develop new products or product designing of Pepsi Brand for the BBSR market 1. Competitors have poor products such as Fanta, limca. 2. End-users respond to new ideas, such as launch other flavor of slice. 3. Pepsi have a great chance to extend to rural area. 4. New specialist applications, such as Sponsorship, trade fair, free sample.

THREATS OF PEPSICO INDIA 1. Market demand very seasonal. 2. Retention of key staff is critical. 3. Retailer distract from core business, such as retailer demanded keep slice only policy of state and not for pepsi. & central government. to

4. Legislation could impact; mean local taxation policy and business

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Literature Review Sales: Sales are the activities involved in selling products or services in return for money or other compensation. It is an act of completion of a commercial activity. The "deal is closed", means the customer has consented to the proposed product or service by making full or partial payment (as in case of installments) to the seller. Academically, selling is thought of as a part of marketing, however, the two disciplines are completely different. Sales often form a separate grouping in a corporate structure, employing separate specialist operatives known as salesman. Sales are considered by many to be a sort of persuading "art". Contrary to popular belief, the methodological approach of selling refers to a systematic process of repetitive and measurable milestones, by which a salesman relates his offering of a product or service in return enabling the buyer to achieve his goal in an economic way. A sale is completed by the seller, the owner of the goods. It starts with consent (or agreement) to an acquisition or appropriation or request followed by the passing of title (property or ownership) in the item and the application and due settlement of a price, the obligation for which arises due to the seller's requirement to pass ownership, being a price he is happy to part with ownership of or any claim upon the item. The purchaser, though a party to the sale does not execute the sale, only the seller does that. To be precise the sale completes prior to the payment and gives rise to the obligation of payment. If the seller completes the first two above stages (consent and passing ownership) of the sale prior to settlement of the price the sale is still valid and gives rise to an obligation to pay.

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Sales techniques The sale can be made through: i. Direct Sales, involving person to person contact a. Buying Facilitation Method ii. Pro-forma sales iii. Agency-based a) Sales agents (real estate, manufacturing) b) Sales Outsourcing through direct branded representation c) Transaction sales d) Consultative sales e) Complex sales f) Consignment g) Telemarketing or telesales h) Retail or consumer iv. Door-to-door or traveling salesman v. Request for Proposal is an invitation for suppliers, through a bidding process, to submit a proposal on a specific product or service. An RFP is usually part of a complex sales process, also known as enterprise sales. vi. Business-to-business Business-to-business sales are much more relationship based owing to the lack of emotional attachment to the products

46

in question. Industrial/Professional Sales is selling from one business to another vii. Pharmaceuticals Sales viii. Electronic Web Business-to-business and business-to consumer Electronic Data Interchange (EDI) is a set of standards for structuring information to be electronically exchanged between and within businesses. ix. Indirect, human-mediated but with indirect contact Mail order Sales and marketing relationship Marketing plays a very important part in sales. If the marketing department generates a potential customers list, it can be beneficial for sales. The marketing department's goal is to bring people to the sales team using promotional techniques. Advertising Sales promotion Publicity Public Relations. In most large corporations, the marketing department is structured in a similar fashion to the sales department and the managers of these teams must coordinate efforts in order to drive profits and business success. Driving more customers "through the door" gives the sales department a better chance by ratio of selling their product to the consumer. Promotion It involves disseminating information about a product, product line, brand, or company. It is one of the four key aspects of the marketing mix. (The other three elements are product management, pricing, and distribution.) Promotion is generally sub-divided into two parts: i. Above the line promotion:
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Promotion in the media (e.g. TV, radio, newspapers, Internet andMobile Phones) in which the advertiser pays an advertising agency to place the ad. ii. Below the line promotion: All other promotion. Much of this is intended to be subtle enough that the consumer is unaware that promotion is taking place. E.g. sponsorship, product placement, endorsements, sales promotion, merchandising, direct mail, personal selling, public relations, trade shows The specification of these four variables creates a promotional mix or promotional plan. A promotional mix specifies how much attention to pay to each of the four subcategories, and how much money to budget for each. A promotional plan can have a wide range of objectives, including: sales increases, new product acceptance, creation of brand equity, positioning, competitive retaliations, or creation of a corporate image. An example of a fully integrated, long-term, large-scale promotion are and Pepsi Stuff.

Objectives of Sale Promotion 1. Simulating business user or household for demand products 2. Improving the market performance of middle men and sales people. 3. To attract new customer. 4. To increase impulse selling. 5. To encourage greater use by existing customers. 6. Superior Merchandizing. 7. Increase stocks & sales push. 8. Better product knowledge (as a spin off). 9. Better shelf-space at retail stores. 10. Immediate results. 11. Improvement Dealer response in future. 12. To supports the advertising program. 13. To support the sales team drive. 14. To support the sales channels - trade.
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15. To accelerate the sales 16. To drive the people traffic to the point of sales. 17. To stimulate the people to make the buying decision. 18. To influence the people to choose a particular brand. 19. To help the retail to move the merchandise 20. To help to liquidate the stocks. 21. To help to overcome the competition. 22. To help to gain the market share. Factors affecting of Sales Promotion: Internal Factors: Promotion is accepted by top management as effective sales tools. Now a days top level manager relies and accepts that sales promotion affects sales it will increase the sales volume. Product managers are qualified to use sales promotions tools product manager relies the importance of sales promotions hence they practice sales promotion tools effectively. It is the duty product manager to increase the sales volume and this attracts the sales promotions tools to achieve the aimed objective. External Factors: There is wide spread use of branding promotional activities are essential as they ar more practical than advertising. Competitor have become promotional-minded there is cut-throat competition and the market is flooded with numerous products hence promotional activities are essential.

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 During the period of inflation & recession the consumer are more deal oriented and the promotional technique facilitate sales. The present stage of trade demands more deals from manufacturers.

Types of Sales promotion

Consumer sale promotion Sales promotions targeted at the consumer are called consumer Sales promotions. Consumer sales promotions are steered toward the ultimate product userstypically individual shoppers in the local market. Following are some of the key techniques used in consumer-oriented sales promotions. Consumer sales promotion techniques: 1. Price deal: A temporary reduction in the price, such as happy hour 2. Loyal Reward Program: Consumers collect points, miles, or credits for purchases and redeem them for rewards. Two famous examples are Pepsi Stuff and A Advantage. 3. Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on the package. 4. Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 percent extra).
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5. Coupons: coupons have become a standard mechanism for sales promotions. 6. Loss leader: the price of a popular product is temporarily reduced in order to stimulate other profitable sales 7. Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for delivery. 8. On-shelf couponing: Coupons are present at the shelf where the product is available. 9. Checkout dispensers: On checkout the customer is given a coupon based on products purchased. 10. On-line couponing: Coupons are available on line. Consumers print them out and take them to 11. Mobile couponing: Coupons are available on a mobile phone. Consumers show the offer on a mobile phone to a salesperson for redemption. 12. Online interactive promotion game: Consumers play an interactive game associated with the promoted product. See an example of the Interactive Internet Ad . 13. Rebates: Consumers are offered money back if the receipt and barcode are mailed to the producer. 14. Contests/sweepstakes/games: The consumer is automatically entered into the event by purchasing the product. 15. Point-of-sale displays: Products or posters are kept near the billing counter to remind about the product.

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Trade Sales Promotion: Sales promotions targeted at retailers and wholesale are called trade sales promotions. Trade sales promotions target resellers wholesalers and retailers who carry the marketer's product. A trade sales promotion is targeted at resellers wholesalers and retailers who distribute manufacturers' products to the ultimate consumers. The objectives of sales promotions aimed at the trade are different from those directed at consumers. In general, trade sales promotions hope to accomplish four goals: 1) Develop in-store merchandising support, as strong support at the retail store level is the key to closing the loop between the customer and the sale. 2) Control inventory by increasing or depleting inventory levels, thus helping to eliminate seasonal peaks and valleys. 3) Expand or improve distribution by opening up new sales areas (trade promotions are also sometimes used to distribute a new size of the product). 4) Generate excitement about the product among those responsible for selling it. Some of the most common forms of trade promotions profiled below include point-of-purchase displays, trade shows, sales meetings, sales contests, push money, deal loaders, and promotional allowances.

Trade sales promotion techniques i. Trade allowances: short term incentive offered to induce a retailer to stock up on a product.

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ii. Dealer loader: An incentive given to induce a retailer to purchase and display a product. iii. Trade contest: A contest to reward retailers that sell the most products. iv. Point-of-purchase displays: Extra sales tools given to retailers to boost sales. v. Training programs: dealer employees are trained in selling the product. vi. Push money: also known as "spiffs". An extra commission paid to retail employees to push products. vii. Trade discounts (also called functional discounts): These are payments to distribution channel members for performing some function. Merits of Sales Promotions: 1. It stimulates in the consumers & attitudes towards the products. 2. It creates a better incentive in the consumers to make a purchase. 3. It is a demand creator. 4. It gives direct inducement to the consumer to take immediate action. 5. It is flexible. 6. It can be used at any stage of any product introduction. 7. Sales promotion leads to low unit-cost. 8. It is an effective supports of sales. 9. It helps the salesmen makes his efforts more productive. 10. The promotional tool is the most effective to be used in increasing the sales volume.

Demerits of Sales promotions: 1. Sales promotions are only supplementary devices to supplement selling efforts of others promotional tools.
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2. Sales promotions activities are having temporary and short life. 3. Brand image is affected by too many sales promotions activities consumer are of the opinions that due to the lack of popularity and over stocking of products of a company these sales promotional activities are conducted. 4. Discount or rebates are allowed by boosting the prices of the goods. 5. An immediate increase in demands is stimulated by this it is expensive and leads to a rise price of the products. 6. Sales promotion increases the expenses of the company on Sales & distribution expenses. 7. Sales promotion increases the burden on the company men. 8. Sales promotion increases the paper work lengthy & complication too. 9. Sales promotion decreases the storage capacity in the store house. 10. Sales promotion increases the maintenance cost of the firm. 11. Sales promotion gives the chance to the distributor to do malpractice.

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THEORITICAL FRAMEWORK Above literature review give the information about the sale, promotion, and sale- promotion relationship, type of sale promotion, merit & demerit of sale promotion. From the type of sale promotion I considered only the Trade sales promotion because my scope of study restricted to the trade only. There is the various sale promotion techniques is there such as [1] Trade allowances: short term incentive offered to induce a retailer to stock up on a product. [2] Dealer loader: An incentive given to induce a retailer to purchase and display a product. [3] Trade contest: A contest to reward retailers that sell the most products. [4]Pointof- purchase displays: Extra sales tools given to retailers to boost sales. [5] Training programs: dealer employees are trained in selling the product. [6] Push money: also known as "spiffs". An extra commission paid to tail employees to push products. [7] Trade discounts (also called functional discounts): These are payments to distribution channel members for performing some function. But, every trade promotional activity is not effective due to the following reason: 1. Schemes not accepted by the customer, and 2. Scheme is not received by the customer. First of all I decided to prepare the questionnaire according to my topic with the help of different book & collected information from the

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magazine & then decided to walk in for the direct interview from the owner of the outlets of 40 different stores. Next step, I decided to take a random sample of 20 outlets which is the representative of the whole population. Then, prepare table from the collected information & also represent those numeric figure on different chat with the analysis. Then I decided to write finding & then conclusion of the project report.

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Research Methodology The methodology used in conducting the research work on PEPSICO INDIA LTD major emphasis on its Sale Promotion which involved the following steps: 1. Defining the problem and deciding research Objective: 1. Shortfall of the sales volume after giving huge promotional activity towards outlets. 2. To get various information about PepsiCo Outlets. 2. Develop the Research plan: A plan was developed how to collect the required information i.e. whom to contact for gathering the relevant data. Data is the foundation of all research .It is the raw material for any research functions. Therefore, it requires great care to select the sources of data. Data or facts may be obtained from several sources. Data sources can either be primary or secondary. A. Primary data: Collection of primary data was conducted by visiting various retail outlets for the preparation of the thesis report. Personal Interview Questionnaire. B. Secondary data: The sources from which secondary data was collected: Press releases of the company. Book, Magazines and Newspaper. Newsletters and in-house journals. Websites such as: www.pepsicoindia.com, www.google.com,
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www.youngistaan.com www.wikipedia.com, C. Research area: Khichripur, Krishna nagar, parwana road, surajmalvihar, jheel, luxmi nagar, vivek vihar, etc (EAST DEHLI). D. Sample size: 100 outlets 3. Contact Method: At first I directly met the retail stores & introduced myself as a MBA student & then collected the data required for my project work such as Name of outlet, Address, Contact person, Contact number, Type of shop, Monopoly or Mix counter, Visicooler is given by the company or own freeze, Stock in Visi, Quantity of each brand & at last Problems & Demands. 4. Respondent: General Store Betel Shop Hotel Restaurant Fast food centre Pay phone shop Juice centre Ice cream parlors Grocery shop Other shops 5. Collection of information: The primary information was collected by face-toface and direct interview with the owners of outlets. They are provided with the relevant information regarding the profile of the company. The secondary sources of information were various websites of the company, newspapers & magazines such as education times and times of India etc
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6. Analyzing the data:The data collected was carefully analyzed.

Limitation of the study

The major limitation of the study was that the depth study in the subject could not be done because of limited time. The other limitations are: The company doesnt declare all the data & the internal data are kept confidential. Though every sincere & possible effort has been made to collect the data, some retailers were uncooperative in providing the actual data.
The project is done in east Dehli may not represent the figure of the

whole India. Since the data collected was representative based the accuracy is questionable. Some questions created confusion among the respondents. The respondents were not interested to fill up the questionnaire due to lack of interest.

The sample has taken only 100 respondents. They may not represent the whole population.

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Lack of secondary data Collection of the recent brochures, in house journals, etc of the company was relevant to a little extent. But most of the necessary information is not available in the company.

Data Analysis

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1. Nature of Outlets

The survey revealed that about 90% of the total outlets are non seasonal,
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that means they sale PepsiCo product throughout the year. And rest 10% outlets are seasonal.

2.Type of outlets:

From the above figure it is clear that out of 20 outlets, 9 Outlets are exclusively Pepsi (PSI) counters, another 5 outlets are of mixed type & the rest 6 outlets are exclusively Coca-Cola (CCX) counters.
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3.FOCUS BRAND

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From the above study I knew that most of the outlets focus on glass bottles (RGB). Other few outlets focus on PET, CAN, Mineral Water or Soda.

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4. KNOWING ABOUT SCHEME

S ourcesof Inforation
By Salesman, 42% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% SMS SMS, 30% By CE, 23% other source, 5% other source By CE By Salesman

From this figure it is clear that most of the outlets get information about the promotional schemes from the salesman of the company. Rests of the outlets get information by SMS, Customer executives or any other sources of information.

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5.TYPES OF SCHEMES

The above figure shows that the regular promotional scheme is very much popular because the retailers want permanent income throughout the year. They also like various promotional schemes such as UTC and Scratch card .Incentive based scheme is not much popular because in this scheme some target is given to the owners of the outlets.

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6.PROMOTIONAL
BYOUTLETS

SCHEME

RECEIVED

UTC, Refilling & Scratch card Scheme is most popular & known scheme received by maximum outlets .Gift and Discount /Rebate schemes are not received by maximum outlets because they have some conditions to be fulfilled for getting it.

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7. PROMOTIONAL SCHEMES APPRECIATED BY THE OUTLETS

After the survey, I came to know that the retailers appreciate mostly two types of promotional schemes i.e. UTC & Refilling because; here the owners get Benefits of the scheme from sales person on the spot of purchase.

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8.Promotional tools Available at different outlets

From the survey I observed that PepsiCo provides various types of promotional tools to the outlets. The company has provided VisiCoolers and Signboards to maximum outlets but, the supply of Racks and POS Display is not so significant though they can increase sales volume.

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9. Effect of promotional Schemes on Purchase Behavior of Retailers

According to the Survey it is found that maximum retailers want to purchase more products when promotional offers are given to them even if they have a large stock.

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10. Promotional expenses throughout the year

During summer (Mar-June) the demand for cold drink is high so PepsiCo reduces the promotional expenses and at rest of the period promotional expenses is high due to low market demand. During the winter season (Nov-Feb) promotional expenses is maximum.

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11. Factors affecting sales growth

From the above survey it is clear that sales promotion activity such as high margin, more schemes & heavy advt. has a large impact on sales growth.

12. Reaction of Outlets on overall marketing activities of PepsiCo

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Most of the outlets are satisfied but some of the outlets report insufficient supply of products and delay in redressal of customer grievances such as repair of Visi Cooler etc.

FINDINGS
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1. PepsiCo Company dominates Coca-Cola Company in terms of availability of the products. 2. PepsiCo Company dominates Coca-Cola Company in terms number of bottles sold per day. 3. Most of the retailers (90%) require daily supply from the soft drink companies which indicates the high sale of soft drinks. 4. Most of the retailers indicate satisfaction level to be very good with PepsiCo Company (75%) in comparison to Coca- Cola Company. 5. PepsiCo Company dominates Coca-Cola Company in terms of trade schemes offered to the retailers. 6. PepsiCo Company dominates Coca-Cola Company in terms of consumer promotion offered to the retailers. 7. There will be influence of T.V advertisements on increase in sales of the soft drinks a lot. 8. Coca-Cola Company dominates PepsiCo Company in terms of sales of juice based soft drinks. 9. The contribution of soft drink business in the retailers total business is less than 30%. 10.The schemes which is daily offered by the company not properly available to the retailer. 11.Promotional activities of the company is play an important role in better customer relationship with retailers. 12. Promotional expenditures ultimately increase sales volume.

13.Pepsi provides its products at a special price to various shopping malls such as Big Bazaar, Pantaloons, Vishal Mega mart, Reliance Fresh etc with an aim to promote the Brands

Suggestion
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1. Company should give knowledge to the salesman about the promotional Scheme so that they can better understand the importance of promotional activities. 2. Fast repairing of ViSi Cooler will gain the faith & goodwill of the customer. 3. Company should provide racks to more outlets to keep Pet bottles for display. 4. Company should adopt the promotional activities properly and not in a trial and error method. 5. Company should arrange training or Seminar programs for retailers to make them aware about the companys sales objective and enhance their selling ability. 6. Company should provide more profitable schemes so that the retailers can happily accept it.
7.

Company should spend more on Promotional schemes on the weaker products to boost up Sales. .

8. Pepsi Company should introduce the new and attractive consumer promotional offer. Then the consumers will be attracted towards the Pepsi brands. Then the profits of the company will be increased.

Conclusion

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SALES PROMOTION is a promise made to the consumers & retailer by the company. Sales promotion, not only has Functional and Mental dimensions but also Social and Spiritual dimensions. The challenge in front of Indian organizations today is to first understand and then satisfy the needs of the customers. The needs of the customers today are experiences and not just the products. The Indian Organizations have to concentrate on delivering the experiences to the customers leading to satisfaction and association with all the dimensions of the brand. These experiences can be delivered by involving the customer in the supply chain which demands improvement from the organization in terms of training the employees and aligning the culture to deliver value to the customers. The participation of the customers can be ensured by using novel methods of communication and branding. The Profit and Sustainability of Indian Brands will depend on how efficiently and quickly the organization can adapt to these new demands of the customers.

BIBLIOGRAPHY

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BOOKS: 1. Saxena, Ranjan, Marketing Management, TATA McGRAW HILL, New Delhi, Third Edition. 2. Kotler, Philip, Kevin Lane Keller, Abraham Koshy, Mithileshwar Jha,Marketing Management, PEARSON Prentice Hall, New Delhi, Twelfth Edition. 3. Ramaswamy, V. S., S Namakumari, Marketing Management, MACMILLAN INDIA LTD., Third Edition. 4.C.R.Kothari, Business Research methodology , New age publication. 5. Bryman, Alan, Emma Bell, business research method, OXFORD, second Edition. MAGAZINES, JOURNALS & NEWS PAPERS 1. Business world. 3. Economics Times. Websites: www.pepsicoindia.com, www.wikipedia.com, www.google.co.in, www.youngistaan.com www.scribd.com

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Questionnaire
1. Name of Outlets: . 2. Contact Number: . 3. Location of Outlets: 4. Name of Distributor: . 5. Nature of Outlets: Seasonal: 6. Type of Outlets: Mixed: Non-Seasonal: Exclusive:

7. Focus Brand: RGB/PET/CAN/Mineral Water/Soda 8. How you know about Scheme: SMS/ Salesmen/ C.E/ Other sources 9. Which Scheme you know: . 10.Which type of Scheme you received: 11.Which type of scheme you appreciate: 12.How the processes to getting scheme are: 13.Does the sales man daily visit your store? Y/N 14.Does the salesman tell you about companys Scheme: 15.Is Any Agreement: Yes/ No. If yes, then CCX: 16.Do you know the name of C.E? 17.Promotional tools Available: Rack/Visi/Signboards/pop Display. 18.Do you purchase PepsiCo products if offers are given to you even if you have a large stock? 19.Why do you sell pepsi products? High margin/High Customer demand/More Advertisement. 20.Are you satisfied with the total marketing effort of PepsiCo? Y/N Problem/Suggestion
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Slow/ Fast. Y/N 2.with

1.with PSI:

schemes/Product

quality

&

packaging/heavy

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