A

Project Study Report

On

“The impact of merchandising of PepsiCo on the consumer

buying behavior”
Training Undertaken at

PepsiCo

Submitted in partial fulfillment for the

Award of degree of

Master of Business Administration

Submitted By: - Submitted To:-

Pradeep kumar sharma Miss Priyanka Garg

MBA Part IIIrd Assistant Professor

2009-2011

Modi Institute of Management & Technology,Kota

 ACKNOWLEDGEMENT

At the outset, I would like to thanks PEPSICO for giving me the approval to
do this project in the organization, I am grateful to MR. ARUN GARG
(Territory Development Manager) and MR. VIPIN SINGH JADON
(customer Service executive) and MR. ANJAL NAGAR (marketing
manager) for the moral support, encouragement and generous assistance.

No good work is complete unless and until it is guided by versed

teacher. I wish my deep gratitude to my All Faculty Supervisor whose able
guidance helped me in all respects in presenting the report as best as can
be. I am thankful to her for timely advices towards completions of this
project

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 TABLE OF CONTENTS
Declaration…………………………………..............

Acknowledgement…………………………………..

Introduction about the company…………………….

History of PepsiCo…………………………………..

Product in india …………………………………….

Marketing mix ………………………………………

Company objective …………………………………

SWOT ANALYSIS……………………………………..

Introduction of the topic……………………………..

Need for the study……………………………………

Research methodology……………………………….

Findings………………………………………………

Conclusion……………………………………………

Suggestion………………………………………….....

Questionnaire…………………………………

References…………………………………………….

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Mission of PEPSI

PepsiCo's overall mission is to increase the value of their

shareholders' investment. They do this through sales
growth, cost controls and wise investment of
resources. They believe their commercial success
depends upon offering quality and value to their
consumers and customers;
1

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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."
Presented by: Javeria Kausar and Faisal Wazir PEPSI
COLA PAKISTAN 2

-5-
Strategic Human Recourse Implication:

‡ Without a strategy the organization is like a ship without

a rudder, going around in circles. It s like a tramp that
has no place to go to.

Joel Ross and Michael Kami

Presented by: Javeria Kausar and Faisal Wazir PEPSI

COLA PAKISTAN

-6-
‡ Good strategy and good implementation are the most
trustworthy proof of good management ‡ A strategic
plan, then, is the bridge to the future, which an
organization uses to lead from what it is to what it
envisions it can become

Presented by: Javeria Kausar and Faisal Wazir PEPSI

COLA PAKISTAN

-7-
Strategic Goals:
‡ To continue to be an organization providing the quality
products to the valuable customers. ‡ To select and
retain the professional people for the organization. ‡
To project an outstanding corporate image. ‡ To
satisfy the customer through extra ordinary service
and an excellent service along with the complete
tactical and operational support
Presented by: Javeria Kausar and Faisal Wazir PEPSI
COLA PAKISTAN 5

-8-
Human Recourse Strategy at Pepsi Cola
Currently, Pepsi cola follows growth strategy which
includes the following strategies to be followed
further; ‡ Analysis/ identify new jobs/ recruitment and
selection ‡ Training and development ‡ Developing
career path/career counseling/ stress management ‡
Developing performance standard ‡ Manpower
Planning
Presented by: Javeria Kausar and Faisal Wazir PEPSI
COLA PAKISTAN 6

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RECOMMENDATION
‡ Being more proactive in presenting their views and ideas
whenever the need may arise and they should not
hold back any criticism that they might have regarding
any management decision. ‡ To be an active strategic
partner, they would also need to gain credibility so
that their ideas can be given due importance in
formulating a strategy. ‡ They can achieve this by
working closely with the line managers to enhance
their understanding of business that they are in
especially in terms of the value chain of Pepsi. ‡ By
taking such initiative, they will not only gain credibility
but they will enhance their own ability to help
formulate strategy at the top level. ‡ They should also
look into the option of delegating some of the HR
functions to line managers or outsourcing some of the
HR functions so that the HR mangers could focus
more on the strategic aspect of business.
Presented by: Javeria Kausar and Faisal Wazir PEPSI
COLA PAKISTAN 7

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CHAPTER -1
INTRODUCTION OF THE COMPANY
Pepsi is a multinational company in beverage industry. It is a well-known
brand. It has a good product line. All the products of Pepsi are popular
enough.

MISSION -
PepsiCo’s mission is “To be the world's premier consumer products
Company focused on convenient foods and beverages.”

VISION -
PepsiCo’s vision is put into action through programs and A focus
onenvironmental stewardship, activities to benefit society, and a
commitment to build shareholder value by making PepsiCo a truly
sustainable company SHARE HOLDERS PepsiCo (symbol: PEP) shares
are traded principally on the New York Stock Exchange in the United
States. The company is also listed on the Amsterdam, Chicago and Swiss
stock exchanges. PepsiCo has consistently paid cash dividends since the
corporation was founded.

PepsiCo Headquarters
The World Headquarter of PepsiCo is located in New York, approximately
45 minutes far from New York City. The headquarter in India has located at
Mumbai.
The Co-founder of the company is Mr. Donald M. Kendall
The President and Chief Executive Officer is Indra K.Nooyi.

PepsiCo Beverages

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PepsiCo beverage business was founded 1898 by Caleb Bradham, a New
Bern, North Carolina druggist, who first formulated Pepsi-Cola.

HISTORY OF PEPSICO

1893--Caleb Bradham, a young pharmacist from New Bern North

Carolina,begins experimenting with many different softdrink concoctions;
patrons and friends sample them at his drugstore soda fountain.

1898--One of Caleb's formulations, known as "Brad's Drink," a combination

of carbonated water, sugar, vanilla, rare oils and cola nuts, is renamed
"Pepsi-Cola"on August 28, 1898. Pepsi-Cola receives its first logo.

1902-- Bradham applies for a trademark with the U.S. Patent Office,
Washington D.C., and forms the first Pepsi-Cola Company .

1905--Pepsi-Cola's first bottling franchises are established in Charlotte and

Durham, North Carolina.

1934--A landmark year for Pepsi-Cola. The drink is a hit and to attract even
more sales, the company begins selling its 12-ounce drink for five cents
(the same cost as six ounces of competitive colas).

Caleb Bradham, the founder of Pepsi-Cola and "Brad's Drink," dies at 66

(May 27th, 1867-February 19th, 1934).

1941--The New York Stock Exchange trades Pepsi's stock for the first time.
In support of the war effort, Pepsi's bottle crown colors change to red,
white, and blue.

1960--Young adults become the target consumers and Pepsi's advertising

keep space with "Now it's Pepsi, for those who think young."

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1963-- Pepsi-Cola continues to lead the soft drink industry in packaging
innovations, when the 12-ounce bottle gives way to the 16-ounce size.

Twelve-ounce Pepsi cans are first introduced to the military to transport soft
drink all over the world.

1965--Expansion outside the soft drink industry begins. Frito- Lay of

Dallas,Texas, and Pepsi-Cola merge, forming PepsiCo, Inc.Military 12-
ounce cans are such a success that full scale commercial distribution
begins.

1970--Pepsi introduces the industry's first two-liter bottles. Pepsi is also the
first company to respond to consumer preference with light-weigh,
recyclable, plastic bottles.

1984--Pepsi advertising takes a dramatic turn as Pepsi becomes "the

choice of a New Generation."

1985--After responding to years of decline, Coke loses to Pepsi in

preference tests by reformulating. However, the new formula is met with
widespread consumer rejection, forcing there introduction of the original
formulation as "Coca Cola Classic."The cold war takes "one giant sip for
mankind," when a Pepsi "space can" is successfully tested aboard the
space shuttle.

1991-- Pepsi introduces the first beverage bottles containing recycled

polyethyleneterephthalate (or PET) into marketplace. The development
marks the first time recycled plastic is used in direct contact with food in
packaging.

1992-- Pepsi-Cola and Lipton Tea Partnership are formed. Pepsi will
distribute single serve Lipton Original and Lipton Brisk products.

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1994-- Pepsi Foods International and Pepsi-Cola International merge,
creating thePepsiCo Foods and Beverages Company.

1997-- PepsiCo. announces that it will spin off its restaurant division to
form Tricon Global Restaurants, Inc. Including Pizza Hut, Taco Bell, & KFC,
it will be the largest restaurant company in the world in units and second-
largest in sales.

1998-- Pepsi celebrates its 100th anniversary.

PRODUCTS IN INDIA

1) Pepsi
2) Mirinda orange/lemon
3)7up
4) Slice
5) Mountain Dew
6) Lehar soda
7) Aquafina

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8) My Can
9) Tropicana Juice
10) Nibooz

The Marketing Mix

(The 4 P’s of Marketing)

Marketing mix is the combination of elements that are use to market the
product. There are four elements: Product, Place, Price and Promotion.
They are called the four Ps of the marketing mix.

Marketing decisions generally fall into the following four controllable

categories:
 Product- The right product to satisfy the needs of target customer.
 Price- The right product offered at the right price.
 Place- The right product at the right price available in the right place
to be bought by customers.

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  Promotion- Informing potential customers of the availability of the
product, its price and its place.

Product Mix
“Product” refers to the goods and services you offer to your customers.
Apart from the physical product itself, there are elements associated with
your product that customers may be attracted to, such as the way it is
packaged. Other product attributes include quality, features, options,
services, warranties, and brand name. A product should meet the needs of
a particular target market.

PRODUCTS
The group manufactures and markets Carbonated and Non-Carbonated
Soft Drinks and Mineral Water under Pepsi brand. The various flavors and
sub-brands are Pepsi, Pepsi My Can, Pepsi Diet, Mirinda Orange, Mirinda
Lemon, Mountain Dew, and 7up, Slice Mango, Slice Orange, Soda and
Aquafina, Tropicana, Tropicana Twister.

Brand available in 200ml.

1) 7up Can
2) 7up
3) Mirinda Orange
4) Mountain Dew
5) Nimbooz
6) Pepsi

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 7) Pepsi My Can
8) Slice
9) Tropicana Premium Gold Brand available in 250ml.
10) Tropicana Twister

Brand available in 300ml.

1) Pepsi
2) Mirinda Orange
3) Mirinda Lemon
4) Mountain Dew
5) 7up
6) Soda

Brand Available in (330ml)

1) Pepsi Can
2) Mountain Dew Can
3) 7up Can
4) Mirinda Can
5) Pepsi Diet Can

Brand Available in (350ml)

1) Tropicana Twister

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Brand Available in (500ml)

1) Slice
2) Pepsi Diet
3) Aquafina
Brand available in (600ml)

1) Pepsi
2) Mirinda Orange
3) Mountain Dew
4) 7up
5) Soda
Brand Available in (1Ltr)

1) Aquafina Water
2) Lehar Soda
3) Pepsi
4) Tropicana Premium Gold
Brand Available in (1.2 Ltr)

1) Slice
2) Tropicana Twister
Brand available in (2 Ltr)

1) Pepsi 4) Mountain Dew

2) Mirinda Orange 5) 7up
3) Mirinda Lemon

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 Price of the Product

Product Bottle in MT
Price

200 ml 24
168
200ml (Tropicana Premium Tetra) 30
397
200 ml (Slice Tetra Pack) 24
216
300 ml 24
215
250 ml Can 24
330
330 ml Can 24
580
350 ml Twister 24
468
500 ml Aquafina 24
168
500 ml Slice 24
498
600 ml Soda 24
216
600 ml PET 24
444

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1 ltr. Aquafina 12
104
1 ltr. Tropicana Premium 12
713
1.2 ltr. Slice 12
510
1.5 ltr. Soda 12
207
2 ltr. PET 9
414

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PLACE

Distribution Channel and strategies

“Marketing channels are sets of interdependent organizations involved in
the
Process of making a product or service available for use or consumption”
-Philip Kotler

Distribution Objective
 Minimize total distribution costs for a given service output.
 Determine the target segments and the best channels for each
segment.
 Objectives may vary with product characteristics.

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 DISTRIBUTION CHANNELS (Pepsi)
There are two marketing channels that involve in the transfer of product
from the producer to the consumer. The intermediaries involved in the
transfer are distributors and retailers.

DISTRIBUTORS
Distributors are appointed agents of the company who make orders to the
company by paying in advance through drafts, stock the products in their
godowns and supply them to outlets through their fleet of delivery was and
a team of salesmen and drivers. They are allowed to sell to company's
product to the retailers in a specified area. The company divides this area
into routes. Each route is covered by one unit i.e. one de livery van, one
salesman one driver, one helper etc. These units and godown are their
main investment. Distributors have to invest in empty bottles and crates
too, so t hat they can maintain a specified quantity of reserve stock and
facilitate the quick rotation of glass crates.

RETAILERS
The sale of particular soft drinks depends a lot entirely on retailer’s wish.
Like if he does not keep Aquafina and if his shop is at the prime location
then certainly the customer with turn towards other cola drinks like Bisleri,
Bailley, Kinley etc. This all goes to prove that retailer is king. So retailers
require special focus from the company. Pepsi Co. helps the retailers to
serve its customer better by providing good margin to them for storing its
product using merchandising to improve in-store product display, installing

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cooling equipment in outlets to make the product ready to drink and offering
different promotion schemes to them time to time to push different brands,
Pepsi Co. Provides a fair margin of RS. 24 per crate to the retailers.

PROMOTION
This includes ad campaigns, sales promotions, new packages and brand
launches. Events this includes sponsoring events at national, state, district
and city level e.g. sports tournaments, rock shows Musical Nights, Dance
competitions, School and college annual festivals etc. Marketing
department at the Unit Office is headed by a Marketing Manager and has
three Marketing Executives.

Advertising & Publicity

Pepsi Co. is one of the biggest and spenders in India. It is also one of the
biggest global ad spenders. It has long a list of endorsers from pop star
Ricky martin to film stars Shahrukh Khan, Amitabh Bacchan etc. & Cricket
stars Sachin Tendulkar, V.V.S Laxman, Harbhajan Singh etc. Hindustan
Thompsom Associates, the biggest advertising agency of India has the
account of Pepsi Co. is known for its board cast as well as non board cast
advertising i.e. hoarding, banners, posters stickers, specialties, hangar,
dealer board, glow signboards, wall painting and news paper. The
expenses on these type of advertising are made at territory or unit level.

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 THE COMPETITORS
The main competitor of Pepsi in cold drink industry is Coca- Cola and it
has the highest market shares in cola industry after Pepsi. Coca-cola is
also a multinational company and well-known name. So there is cutthroat
competition between the two.

The Pepsi faces competition from the other

local brands also. These local brands are cheap in price so they create a
price competition.

THE CUSTOMER

We can classify the customers of Pepsi which are

followings –
a) Grocery stores
b) Eatery shops
c) Convenience shop
d) Other retail shops

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 COMPANY OBJECTIVE

Our objective is to deliver sustained growth, through empowered

people, acting with responsibility and building trust. Here’s what
this means:

Sustained Growth is fundamental to motivating and measuring our

success. Our quest for sustained growth stimulates innovation, places a
value on results, and helps us understand whether today’s actions will
contribute to our future. It is about growth of people and company
performance. It prioritizes making a difference and getting things done.

Empowered People means we have the freedom to act and think in

ways that we feel will get the job done, while being consistent with the
processes that ensure proper governance and being mindful of the rest of
the company’s needs.

Responsibility and Trust form the foundation for healthy growth. It’s
about earning the confidence that other people place in us as individuals
and as a company. Our responsibility means we take personal and
corporate ownership for all we do, to be good stewards of the resources
entrusted to us. We build trust between ourselves and others by walking
the talk and being committed to succeeding together.

Guiding Principles
This is how we carry out our objective. We must always strive to

Care for customers, consumers and the world we live in. We

are driven by an intense, competitive spirit in the marketplace, but we direct
this spirit toward solutions that achieve a win for each of our constituents as
well as a win for the corporation. Our success depends on a thorough
understanding of our customers, consumers and communities. Caring

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means going the extra mile. Essentially, this is a spirit of growing rather
than taking.

Sell only products we can be proud of. The test of our standards is
that we must be able to personally endorse our products without
reservation and consume them ourselves. This principle extends to every
part of the business, from the purchasing of ingredients to the point where
our products reach the consumer’s hands.

Speak with truth and candor. We speak up, telling the whole picture,
not just what is convenient to achieving individual goals. In addition to
being clear, honest and accurate, we take responsibility to ensure our
communications are understood.

Balance short term and long term. We make decisions that hold
both short-term and long-term risks and benefits in balance over time.
Without this balance, we cannot achieve the goal of sustainable growth.

Win with diversity and inclusion. We leverage a work environment

that embraces people with diverse backgrounds, traits and different ways
of thinking. This leads to innovation, the ability to identify new market
opportunities, all of which helps develop new products and drives our ability
to sustain our commitments to growth through empowered people

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 SWOT ANALYSIS

STRENGTH

 Pepsi is a well-established co., so it has a good reputation in the

market.

 Advertising of Pepsi is much more aggressive than Coke.

 Backed by huge promotion at national & international level.

WEAKNESS

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  Non-fulfillment of commitments on time, made to shopkeepers.

 Incompetent salesman who do not give the schemes in the market

regularly.
 Unavailability of various demanded flavors like Mountain Dew &
Mirinda lemon.
 Not proper control over distribution network.

OPPURTUNITY

May tie up or liaison with major showrooms, computer centers & restaurant.

 Huge publicity of Lemon Miranda /Slice has created a lot of demand.

 Company has brand equity in the eyes of customers, so its new
products can easily penetrates in the market.
 Untapped market.

 THREAT

 Threat of competitors new brand entry in the market in near future.

 Restrictions made by Govt. agencies that soft drinks are harmful &
non-nutritive.
 Natural juice are now available whose price are less or same as soft
drinks.

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CHAPTER -2 PROJECT PROFILE

TRAINING OBJECTIVE

The main objective of the executive training is to find out the impact of
merchandising on sale. Which type of activities performs in merchandising
and how it is affect the sale and the buying decision of the customer.

It is known that the products of cold drink industry are impulse in nature.
Mostly the customer doesn’t make any pre decision to buy the cold drink.
So to attract the customer towards it when he goes to the shop, the visibility
is very important. The proper display of the items in the shop simply
attracts the customer and it is a very important part of merchandising.
Because of it the Pepsi spends a huge amount on it like the distribution of
many types of racks, Visi-coolers, Display schemes etc.

Outcome can be in the form of:-

Increase in sales.
Knowledge of products to customer.
Attracting of potential customer.

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 MERCHANDISING
First it is important that what the merchandising is,” The general mean of
merchandising is to innovate new ideas, which helps to increase the sale
indirectly. A merchandiser can be called a silent salesman because he do
not sale directly but the activities, which he performs, are play a very
important part for increasing the sale. That’s why the companies are
spending a lot of amount on merchandising these days.

Merchandising is purely based on the pull strategy. It affects a lot on the

buying decision of the end user, the customer.

Merchandising is different from advertising because in the former activity

the display of the products and other items attract the concentration of the
customer by saying nothing.

The Pepsi is the market leader in Indian soft drink industry and its products
are impulse in nature. So the role of the merchandising is very important for
it.

Merchandising is the Supply Chain practice of making products in retail

outlets available to consumers, primarily by stocking shelves and displays.
While this used to be done exclusively by the stores' employees, many
retailers have found substantial savings in requiring it to be done by the
manufacturer, vendor, or wholesaler that provides the products to the retail
store.

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In the UK there are a number of organizations that supply merchandising
services to support retail outlets with general stock replenishment and
merchandising support in new stores, an example is Recruit Retail Services.
By doing this, retail stores have been able to substantially reduce the
number of employees needed to run the store.

While stocking shelves and building displays is often done when the product is
delivered, it is increasingly a separate activity from delivering the product. In
Grocery Stores, for example, almost all products delivered directly to the store
from a manufacturer or wholesaler will be stocked by the
manufacturer's/wholesaler's employee who is a full time merchandiser.

Product categories where this is common are Beverage (all types, alcoholic &
non-alcoholic), Packaged Baked Goods (Bread & Pastries), Magazines &
Books, and Health & Beauty products. For major food manufacturers in the
Beverage and Baked Goods industries, their Merchandisers are often the single
largest employee group within the company. For nationwide branded goods
manufacturers such as The Coca-Cola

Company and [PepsiCo], their respective merchandiser work forces number in

the thousands.

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 NEED FOR THE STUDY
It is known that the products of cold drink industry are impulse in nature.
Mostly the customer doesn’t make any pre decision to buy the cold drink.
So to attract the customer towards it when he goes to the shop, the visibility
is very important. The proper display of the items in the shop simply
attracts the customer and it is a very important part of merchandising.
Because of it the Pepsi spends a huge amount on it like the distribution of
many types of racks, Visi-coolers, Display schemes etc.

“The aim of this study to find out the impact of

merchandising on customer buying behavior”

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 LIMITATION
Lack of the interest of the respondent.

Time constraint

Competitors – In merchandising Pepsi is facing competition not only

from the other cold drinks but from the other FMCG brands also. The space
in the shop is limited and every brand wants to be placed where it can
easily visible. That’s why the importance of racks and stands are much
more for the products of Pepsi.

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CHAPTER -3

REASERCH METHODOLOGY

Research in common refers to a search of knowledge. It can also be

defined as a systematized effort to gain new knowledge. Research is, thus,
an original contribution to the existing stock of knowledge making for its
advancement. It is the pursuit of truth with the help of study observation,
comparison & experiment. Research methodology minimized the degree of
uncertainly involved in the management decisions. Research lays the
structure for decision-marketing.

Type of Research
Descriptive Research: Descriptive research includes surveys and fact-
finding enquiries of different kinds. The major purpose of descriptive
research is description of the state of affairs as it exists at present.

In the survey descriptive research process was carried out to describe

the market characteristics, consumer profiles, distribution strategies, and
market potential.

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Data Source:
During project study the researcher had used both primary as well as
secondary data source. For primary data collection researcher visited
various retailers in Kota & for secondary data he went through Books,
Journals & Internet. The information collected is relevant, correct &
unbiased.

Research Design:

A research design is the arrangement of conditions for collection and

analysis of data in a manner that aims to combine relevance to the
research purpose with economy in procedure. It is the conceptual structure
within which research is conducted; it constitutes the blueprint for the
collection, measurement and analysis of data.

Objective of the study

The researcher followed survey technique for collecting the data. Here, the
researcher carried out information from retailers, have carefully selected
the instrument & methods of surveying as the researcher have chosen
personal contact methods because of higher response rate & meaningful
responses this helped him to get the general feedback.

Research Instrument:
The research instrument used was EDS form. In which market information
detail of each outlet should be filled in EDS form. For this researcher have

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visited each & every outlet & check all the brands & packs of Pepsi are
available or not or which one is available in comparison with Coke &filled it
in EDS forms. In his research process the researcher have used closed
ended & open-ended questionnaire where respondents could answer in
their own manner. Through this the researcher was able to extract
information from the respondents about Pepsi’s products & the competitors.

Data collection

After a research problem has been defined and research design/plan

chalked out, the task of data collection begins. The researcher should keep
in mind two types of data, which are given below:-

i. Primary
ii. Secondary
The primary data are those which are collected afresh and for the
first time, and thus happen to be original in character.

The secondary data are those which have been already collected by
someone else and which have already been passed through the statistical
process.

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 FINDINGS

Do you Drink Cold Drinks?

25%

Yes

No
75%

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AreyouAwarenessabout different
playersin thecoldrinkmarket ?

40%
Yes

60% No

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0% Do youhaveany particular preference
0% incoldrinks? If yesnamethem?
30%

Yes

No
70%

- 39 -
- 40 -
- 41 -
 BeforePepsi did youhaveany other
preference?If yes, reasonfor switching
to Pepsi ?

30%
Yes

No
70%

- 42 -
 Why do youthink that youlike
pepsi?
Price
5%
10% Brand
40%

Availability

45% Chilled
condition

- 43 -
 Are youattracted by display itemsof
pepsi store ?
40%

Yes
60%
No

- 44 -
- 45 -
 Doestheeasyvisibility of display items
&productmake yougo for impulse
buying?
25%
Yes

No
75%

- 46 -
 W i lchange
Will you l y o u p cryour
eh fa ei nfprir preference
gec ene c yoe oif ncu pr ree ap sifs eiPrice
Are the schemes given by company affecting the buying decision of customer?
?
of Pepsi increases?

50%
Yes
50%
No

- 47 -
- 48 -
 Arethe schemesgiven bycompany
also affectingthebuyingdecision of
customer?

40% Yes

No
60%

CONCLUSION
 In reference to my topic of project “The impact of merchandising of
Pepsi coldrink on the consumer buying behavior” I come to know that
Pepsi is a well-known brand name and customers prefer it Because
of the impulse type of nature the merchandising plays an important

- 49 -
 role. The company timely provides the racks, posters, visi-coolers
and the other items which support to do proper merchandising. There
is a tag line is very popular in cold drink industry, “JO DIKHTA HAI
VO BIKTA HAI”.

 A BOTTLE LOSS TO COKE IS A GAIN TO PEPSI: - The

competition is so strong between the two companies i.e. fighting is on
for each bottle that is to be sold in the market. Competitive bidding
goes on for each & every prestigious outlet in their region.
Monopolizing entries & fat foods joint s is their first priority.

 A BOTTLE THAT IS CHILLED IS SOLD: - In the industry it is

considered that a bottle is chilled or putting in cooling compartment is
sold. That is the reason the policy providing triage’s come up
because according to the contract the shopkeeper has to keep only &
only Pepsi’s products in the visicooler.
 So now the company is focusing more on it to reap the profit.

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 SUGGESTION
In reference to my research I came to find out that
merchandising helps in buying decision. Recommendations on the
basis of customer are:

1. Different Schemes should be introduced by which their sale will

increase.

2. Some Gifts should be given to the retailers on giving the large orders
so as to motivate

3. The replacement of the defective bottles should be done effectively

on the time.

4. They regularly check the stock of retailers.

5. If the company want to increase the sales in off season should

increase the more and more schemes in comparison to other
beverages

6. There should be a get together and General Meeting between all the
company employees and retailers every Quarter.

QUESTIONNAIRE

Customer name: …………………………….

Address: ……………………………………

Contact no. ………………………………….

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1) Do you drink Cold Drinks?

Yes/No

2) Are you aware of different players in the Cold Drink Market?

Yes/No

3) Do you have any particular preference in Cold Drinks?

If yes name them.

4) How did you come to know about Pepsi?

a)TV Ads

b)Hoardings

c)Wall Paintings & other display

d) Others

5) Before Pepsi did you have any other preference? If yes, reason for
switching to Pepsi.

6) Why do you think that you like Pepsi?

a) Taste

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 b) Price

c) Availability

d) Chilled Condition

7) Are you attracted by the display items of the Pepsi Store?

Yes/No

8) What are the things which attracts you to buy Pepsi when you go to the
shop?”

a) Pure Racks

b) Pure visi-coolers

c) Huge posters

d) Display in the shelves or counters

9) Does the easy visibility of Display Items and Product makes you go for
impulse buying ?

Yes/ No

10) Will you change your preference if Price of Pepsi increases?

a) Yes

b) No

c) Cannot Say

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11) Do u think that these promotional activities help in affecting consumer
buying behaviour?

Yes/No

12) Are the schemes given by company also affecting the buying
decision of customer?

Yes/No

13) Any suggestions /Advice

……………………………….

……………………………….

…………………………………

BIBLIOGRAPHY

BOOKS:-

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  Text Book of Marketing Management (philip kotler)

 Kothari C.R., “Research Methodology” Methods & Techniques.

GUIDANCE:-
 Primary Information collected from Company Guide.

 Guidance from faculty guide.

WEBSITES:-

www.pesicoindia.com

www.marketingworld.com

www.google.com

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