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SUBMITTED TO: JAI BEVERAGES,BARI BRAHMANA, JAMMU
Submitted In Partial Fulfilment Of The Requirements For The Award Of Certificate Of Summer Training
SUBMITTED BY : MANOHAR GUPTA MBA IInd YEAR DEPARTMENT OF BUSINESS MGT.
INDUSTRY GUIDE: Mr. RAJAT
Theoretical knowledge without the practical exposure is of life value. Theoretical studies in classroom are not sufficient to understand the functioning and nature of research. Thserefore it becomes necessary to undergo any research project work. Practical project supplements the theoretical studies i.e. it covers what is left uncovered in the classroom. It exposes a student to invaluable pleasure of experiences. I complete my research project on the topic “MARKET SHARE OF PEPSI IN THE TOWNSHIP OF KATHUA ”. During the research project, I got an opportunity to learn valuable things, which I could not have been able to learn from theory classes. In order to use theoretical knowledge,I got the opportunity of doing “Industrial training from “JAI BEVERAGES”JAMMU.Which holds the sole rights for the production of popular beverage brand “PEPSICO” in the state of J&K. In nutshell, whole my project was invaluable experience in the pursuit of knowledge. In the forthcoming pages attempt has been made to present a comprehensive report concerning different aspects of my research. The overall gain to me will be reflected in the report itself.
It is said, “No learning is possible without any proper guidance and no research endeavour is a solo exercise, some contribution is performed by various individals”. By acknowledging the guidance, support and assistance, I pay my deepest sense of gratitude to the Management of “JAI BEVERAGES LTD”. I am very much thankful to the management of the “JAI BEVERAGES LTD” for giving me an opportunity to do this project as a part of my MBA programme. The completion of this project is a successful and satisfactory outcome of so many helping hands. I think it proper to express my deep obligation to my advisers. First and foremost, I am especially thankful to Mr. MANOHAR GUPTA(Territory Development Manager) for his active co-operation and help for the completion of my project at Jammu. I also thankful to Mr. RAJAT and staff member of the organization for rendered service and provide various information to my purpose. Their suggestions are helping me in various stages. I am immensely thankful to Mr.VIKAS SHARMA(Customer Executive,Kathua) for giving me proper guidance and co-operation at all the time. My special wishes and thanks shall always be for those who responded me and extended their co-operation in preparing and collecting data by which this Project Report has been smoothly conducted.
The project was undertaken to study the market share of Pepsi in JAMMU area. The population consists of all those retailers in the defined area who stock and sell relevant brands of cold drinks Coca – Cola and Pepsi. With a view to find the market share of Pepsi in JAMMU area and to determine the most dominating flavour of cold drinks in Jammu area, we interviewed the retailers. The research study shows that the share of Pepsi is 43 percent as compared to that of Coke The study revealed that Pepsi is able to sustain the tough competition from Coke. In order to sustain in such a competitive market it is imperative for PEPSI to invest substantially in advertisements, sales promotion and packaging.
Pepsi is one of the world's most famous brands much like its rival Coca Cola. Pepsi Cola was originally called Brad's Drink after its creator, Caleb Bradham, a pharmacist from North Carolina. Pepsi was a carbonated soft drink he created to serve his drugstore's customers. The new name, Pepsi-Cola, was first used on August 28. The Pepsi logo is a simple globe with the Pepsi colors in the background and the word Pepsi in the foreground. Pepsi has changed its logo and its slogans a number of times since its introduction in 1898. The Pepsi slogans through the years are listed below
• • • • • • • • • •
1909-1939: Delicious and Healthful 1939-1950: Twice As Much For A Nickel Too 1950-1963: The Light Refreshment 1953-1961: Be Sociable 1961-1963: Now It's Pepsi For Those Who Think Young 1963-1967: Come Alive! You're In The Pepsi Generation 1967-1969: Taste That Beats The Others Cold 1969-1973: You've Got A Lot To Live, Pepsi's Got A Lot To Give 1973-1975: Join The Pepsi People Feelin' Free 1975-1978: Have A Pepsi Day
• • • •
1978-1981: Catch That Pepsi Spirit 1981-1982: Pepsi's Got Your Taste For Life! 1983-1983: Pepsi Now! 1984-now: Pepsi, The Choice Of A New Generation
Public (NYSE: PEP) Food Non-alcoholic beverage New Bern N.C, U.S. (1890) Caleb Bradham, Donald M. Kendall and Herman W. Lay Purchase, New York, U.S. Worldwide Indra Nooyi (Chairperson and CEO) Pepsi Diet Pepsi Mountain Dew AMP Energy Aquafina Sierra Mist SoBe Starbucks Frappuccino Lipton Iced Tea 7up Mirinda Izze Tropicana Products Copella Naked Juice Gatorade Propel Fitness Water Quaker Oats Company Lay's Doritos Cheetos Kurkure Fritos Rold Gold Ruffles Tostitos
Founded Founder(s) Headquarters Area served
Our Mission and Vision
At PepsiCo, we believe being a responsible corporate citizen is not only the right thing to do, but the right thing to do for our business. Our Mission Our mission is to be the world's premier consumer products company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity. Our 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." Our 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. Performance with Purpose At PepsiCo, we're committed to achieving business and financial success while leaving a positive imprint on society - delivering what we call Performance with Purpose. Our approach to superior financial performance is straightforward - drive shareholder value. By addressing social and environmental issues, we also deliver on our purpose agenda, which consists of human, environmental, and talent sustainability.
PepsiCo, Inc. is one of the world's top consumer product companies with many of the world's most important and valuable trademarks. Its Pepsi-Cola Company division is the second largest soft drink business in the world, with a 21 percent share of the carbonated soft drink market worldwide and 29 percent in the United States. Three of its brands--Pepsi-Cola, Mountain Dew, and Diet Pepsi&mdashe among the top ten soft drinks in the U.S. market. The Frito-Lay Company division is by far the world leader in salty snacks, holding a 40 percent market share and an even more staggering 56 percent share of the U.S. market. In the United States, Frito-Lay is nine times the size of its nearest competitor and sells nine of the top ten snack chip brands in the supermarket channel, including Lay's, Doritos, Tostitos, Ruffles, Fritos, and Chee-tos. Frito-Lay generates more than 60 percent of PepsiCo's net sales and more than two-thirds of the parent company's operating profits. The company's third division, Tropicana Products, Inc., is the world leader in juice sales and holds a dominant 41 percent of the U.S. chilled orange juice market. On a worldwide basis, PepsiCo's product portfolio includes 16 brands that generate more than $500 million in sales each year, ten of which generate more than $1 billion annually. Overall, PepsiCo garners about 35 percent of its retail sales outside the United States, with Pepsi-Cola brands marketed in about 160 countries, Frito-Lay in more than 40, and Tropicana in approximately 50. As 2001 began, PepsiCo was on the verge of adding to its food and drink empire the brands of the Quaker Oats Company, which include Gatorade sports drink, Quaker oatmeal, and Cap'n Crunch, Life, and other ready-to-eat cereals. When Caleb D. Bradham concocted a new cola drink in the 1890s, his friends' enthusiastic response convinced him that he had created a commercially viable product. For 20 years, 'Doc' Bradham prospered from his Pepsi-Cola sales. Eventually, he was faced with a dilemma; the crucial decision he made turned out to be the wrong one and he was forced to sell. But his successors fared no better and it was not until the end of the 1930s that PepsiCola again became profitable. Seventy years later, PepsiCo, Inc. was a mammoth multinational supplier of soft drinks, juices, and snack food. PepsiCo's advance to that level
was almost entirely the result of its management style and the phenomenal success of its television advertising.
1898: Pharmacist Caleb D. Bradham begins selling a cola beverage called Pepsi-Cola. 1905: Bradham begins establishing a network of bottling franchises. 1923: Bradham's company goes bankrupt. 1928: Roy C. Megargel reorganizes the firm as the National Pepsi-Cola Company. 1931: Company again goes bankrupt and is resurrected by the president of Loft Inc., Charles G. Guth. 1933: The size of Pepsi bottles is doubled, increasing sales dramatically. 1936: Pepsi-Cola Company becomes a subsidiary of Loft. 1939: First national radio advertising of the Pepsi brand. 1941: Loft and Pepsi-Cola merge, the new firm using the name Pepsi-Cola Company. 1964: Diet Pepsi debuts; Mountain Dew is acquired from Tip Corporation. 1965: Pepsi-Cola merges with Frito-Lay to form PepsiCo, Inc., with the two predecessors becoming divisions. 1967: Frito-Lay introduces Doritos tortilla chips to the national U.S. market. 1977: PepsiCo acquires Taco Bell.
1978: PepsiCo acquires Pizza Hut. 1981: Frito-Lay introduces Tostitos tortilla chips. 1986: The Kentucky Fried Chicken (KFC) chain is acquired.
1997: Taco Bell, Pizza Hut, and KFC are spun off into a new company called Tricon Global Restaurants. 1998: PepsiCo acquires Tropicana Products for $3.3 billion. 1999: Pepsi Bottling Group is spun off to the public, with PepsiCo retaining a 35 percent stake. 2000: PepsiCo reaches an agreement to acquire the Quaker Oats Company for $13.4 billion.
A large advertisement made to resemble a Pepsi cup at the theme park, Nickelodeon Universe inside the Mall of America. The first of many new designs of Pepsi cans which were released in 2007.In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up a blind tasting between Pepsi-Cola and rival Coca-Cola. During these blind taste tests the majority of participants picked Pepsi as the better tasting of the two soft drinks. PepsiCo took great advantage of the campaign with television commercials reporting the test results to the public..In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing strategy. By 2002, the strategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that "helped redefine promotion marketing."
In 2007, PepsiCo redesigned their cans for the fourteenth time, and for the first time, included more than thirty different backgrounds on each can, introducing a new background every three weeks.
Like Coca-Cola, Pepsi and its associated beverages have had various celebrity endorsers and continue to use them.
Pepsi Slice Mirinda Coke Thumsu p
M.S Dhoni Ranbir kapoor Sachin Tendulk ar Kareen a Kapoor
Katrina Aasin Kaif
Aishwar Sanjay ya Rai Dutt Aamir Khan
1939: "Twice as Much for a Nickel"
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1950: "More Bounce to the Ounce" 1950: "Any Weather is Pepsi Weather" 1957: "The Light Refreshment" 1958: "Be Sociable, Have a Pepsi" 1961: "Now It's Pepsi for Those Who Think Young" 1963: "Come Alive, You're in the Pepsi Generation". 1967: "(Taste that beats the others cold) Pepsi Pours It On". 1969: "You've Got a Lot to Live, and Pepsi's Got a Lot to Give" 1975: "Have a Pepsi Day" 1977: "Join the Pepsi People (Feeling Free)" 1980: "Catch That Pepsi Spirit" David Lucas composer 1981: "Pepsi's got your taste for life" 1983: "Pepsi Now! Take the Challenge!" 1984: "Pepsi. The Choice of a New Generation" (Commercial with Michael Jackson, featuring Pepsi version of Billie Jean)
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1986: "We've Got The Taste" (Commercial with Tina Turner) 1990: "You got the right one Baby UH HUH" ( sung by Ray Charles for Diet Pepsi ) 1991: "Gotta Have It"/"Chill Out" 1992: "Be Young, Have Fun, Drink Pepsi" 1993: "Right Now"Van Halen Song for the Crystal Pepsi Ad 1995: "Nothing Else is a Pepsi" 1996: "Pepsi:There's nothing official about it" (During the Wills World Cup(Cricket) held in India/Pakistan/Srilanka)
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1997: "GeneratioNext"." With the Spice Girls " 1998: "Yeh Dil Mange More"(In Urdu meaning "My heart wants more")(Pakistan) 1999: "Ask for More"/"The Joy of Pepsi-Cola" (Commercial with Britney Spears/Commercial with Mary J. Blige)
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2000: "Aazadi dil ki" (India) 2003: "It's the Cola"/"Dare for More" 2005: "Wild Thing"/"Ask For More" (With Jennifer Lopez & Beyoncé Knowles) 2006: "Why You Doggin' Me"/"Taste the one that's forever young" Commercial featuring Mary J. Blige
• • • • •
2007: "More Happy"/"Taste the one that's forever young" (Michael Alexander) 2008: "Yeh hai Youngistaan Meri Jaan!" (India) 2008: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake) 2008: "Рepsi is #1" Тv commercial (Luke Rosin) 2010:”Youngistaan WOW!
SWOT ANALYSIS OF PEPSICO
STRENGTHS: • Pepsi has a broader product line and outstanding reputation. • Merger of Quaker Oats produced synergy across the board. • Record revenues and increasing market share. • Lack of capital constraints (availability of large free cash flow). o Great brands, strong distribution, innovative capabilities o Number one maker of snacks, such as corn chips and potato chips • PepsiCo sells three products through the same distribution channel. For example, combining the production capabilities of Pepsi, Gatorade and Tropicana is a big opportunity to reduce costs, improve efficiency and smooth out the impact of seasonal fluctuations in demand for particular product. WEAKNESSES:
• Pepsi hard to inspire vision and direction for large global company. • Not all PepsiCo products bear the company name • PepsiCo is far away from leader Coca-cola in the international market - demand is highly elastic. OPPORTUNITY: • Food division should expand internationally • Noncarbonated drinks are the fastest-growing part of the industry • There are increasing trend toward healthy foods • Focus on most important customer trend - "Convenience". THREATS: • F&B industry is mature • Pepsi is blamed for pesticide residues in their products in one of their most promising emerging market. e.g. in India • Over 50 percent of the company's sales come from Frito-L ay; this is a threat if the market takes a downturn • PepsiCo now competes with Cadbury Schweppes, Coca-Cola, and Kraft foods (because of broader product line) which are well-run and financially sound competitors. • Size of company will demand a varied marketing program; Social, cultural, economic, political and governmental constrains. STRATEGIES:
The purpose of the strategy is to increase the EPS by 15% per annum and increase PepsiCo's stock price. There are two ways to increase the EPS, first is to increase the income and second to decrease the amount of stocks outstanding.
PepsiCo in India
PepsiCo gained entry to India in 1988 by creating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCo bought out its partners and ended the joint venture in 1994. Others claim that firstly Pepsi was banned from import in India, in 1970, for having refused to release the list of its ingredients and in 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards.
These controversies are a reminder of "India's sometimes acrimonious relationship with huge multinational companies." Indeed, some argue that PepsiCo and The Coca-Cola Company have "been major targets in part because they are well-known foreign companies that draw plenty of attention." In 2003, the Centre for Science and Environment (CSE), a non-governmental organization in New Delhi, said aerated waters produced by soft drinks manufacturers in India, including multinational giants PepsiCo and The Coca-Cola Company, contained toxins, including lindane, DDT, malathion and chlorpyrifos — pesticides that can contribute to cancer, a breakdown of the immune system and cause birth defects. Tested products included Coke, Pepsi, 7 Up, Mirinda, Fanta, Thums Up, Limca, and Sprite. CSE found that the Indian-produced Pepsi's soft drink products had 36 times the level of pesticide residues permitted under European Union regulations; Coca Cola's 30 times.CSE said it had tested the same products in the US and found no such residues. However, this was the European standard for water, not for other drinks. No law bans the presence of pesticides in drinks in India. The Coca-Cola Company and PepsiCo angrily denied allegations that their products manufactured in India contained toxin levels far above the norms permitted in the developed world. But an Indian parliamentary committee, in 2004, backed up CSE's findings and a government-appointed committee, is now trying to develop the world's first pesticides standards for soft drinks. Coke and PepsiCo opposed the move, arguing that lab tests aren't reliable enough to detect minute traces of pesticides in complex drinks. As of 2005, The Coca-Cola Company and PepsiCo together hold 95% market share of softdrink sales in India. PepsiCo has also been accused by the Puthussery panchayat in the Palakkad district in Kerala, India, of practicing "water piracy" due to its role in exploitation of ground water resources resulting in scarcity of drinking water for the panchayat's residents, who have been pressuring the government to close down the PepsiCo unit in the village. In 2006, the CSE again found that soda drinks, including both Pepsi and Coca-Cola, had high levels of pesticides in their drinks. Both PepsiCo and The Coca-Cola Company maintain that their drinks are safe for consumption and have published newspaper advertisements that say pesticide levels in their products are less than those in other foods such as tea, fruit and dairy products. In the Indian state of Kerala, sale and production of Pepsi-Cola, along with other soft drinks, was banned by the state government in 2006, but this was reversed by the Kerala High Court merely a month later.Five other Indian states have announced partial bans on the drinks in schools, colleges and hospitals.
Indra Nooyi Appointed As Pepsico CEO
Indra K Nooyi is all set to lead American cola giant PepsiCo with the board of the food and beverage multinational on Monday electing the 50-year-old corporate wizard as the CEO to succeed Steve Reinemund from October 1, 2006. Putting a stamp of approval on her 12-year stint with the corporation, the Pepsico Board said in a statement: "We are exceedingly fortunate to have a leader of Indra's calibre, vision and experience to take the helm. She has been instrumental to PepsiCo's solid direction and ongoing success and has the complete endorsement and support of the board." Known to often attend PepsiCo events wearing a sari, Nooyi joined the $33-billion F&B giant in 1994 and has served as president and CFO since 2001, when she was also named to PepsiCo's board of directors. As the fifth CEO in PepsiCo's 41-year history, she brings vast and unique skills to the job. Reinemund, who will continue in the corporation as executive chairman and member of the Board till his retirement till May 2007, said, "Indra's record of transforming PepsiCo speaks for itself, and she has been an invaluable partner and ally throughout my time as CEO".On his part, Reinemund, who has been with PepsiCo for 22 years, described it as "the toughest and easiest decision of my life.""After 22 years with PepsiCo, more than five of them as chairman and CEO, I have decided that my family is entitled to more time from me than the responsibilities and obligations of continuing as PepsiCo's CEO requires and deserves," he said.PepsiCo said Nooyi's current responsibilities will be divided between two of the company's veterans. While Richard Goodman, 57, who is currently CFO of PepsiCo International, will assume the position of CFO for the corporation, Hugh F Johnston, 44, currently Senior VP, Transformation, has been promoted to the newly- created position of
executive vice president, operations, and will add global procurement and IT to his responsibilities. PepsiCo said Nooyi has directed the company's global strategy for over a decade and was the primary architect of its restructuring, including the divestiture of its restaurants into the success Brands, Inc., the spin-off and public offering of company-owned bottling operations into anchor bottler Pepsi Bottling Group, acquiring Tropicana, and the merger with Quaker Oats that brought the vital Quaker and Gatorade businesses to PepsiCo.Recently, Nooyi has been driving critical cross-business initiatives to enhance operations and enable PepsiCo meet the changing needs of consumers and retailers, the company said.Speaking on behalf of PepsiCo's board of directors, presiding Director Robert E Allen said: "We have seen first hand the difference that Indra has made on the business andthe people, and we look forward to working even more closely with her to usher in the next generation of dramatic growth and advancement that has been a hallmark of PepsiCo since its founding." On her part, Nooyi described her elevation as a humbling experience. "I am humbled by the opportunity to lead PepsiCo, and profoundly grateful to follow in the footsteps of Steve Reinemund, Roger Enrico, Wayne Calloway and Don Kendall". "Steve has steered the company to a strong and enviable position, and he will be a continuing source of wisdom and perspective. I am equally fortunate to have amazing partners, not only on the board and executive team, but in the 1,57,000 bright, talented colleagues around the world who deliver the results every day and are as committed as I am to continue capturing every growth opportunity," Nooyi said. As CEO, Nooyi's leadership team of direct reports will include the company's division chiefs - Michael D. White, PepsiCo vice chairman and chairman and CEO of PepsiCoInternational, who is also a member of the board of directors; Albert P Carey, President and CEO of FritoLay North America; John C Compton, President and CEO of Quaker-Tropicana- Gatorade; Thomas Greco, President of PepsiCo Sales; and Dawn Hudson, President and CEO of PepsiCola North Americ."
DIFFERENT BRANDS OF PEPSI
PepsiCo nourishes consumers with a range of products from tasty treats to healthy eats that deliver enjoyment, nutrition, convenience as well as affordability
PepsiCo India’s expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP, Nimbooz, 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. Local brands – Lehar Evervess Soda, Dukes Lemonade and Mangola add to the diverse range of brands.
PepsiCo’s food division, 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 Lay’s Potato Chips, Cheetos extruded snacks, Uncle Chipps and traditional snacks under the Kurkure and Lehar brands. The company’s high fibre breakfast cereal, Quaker Oats, and low fat and roasted snack options enhance the healthful choices available to consumers. Frito Lay’s core products, Lay’s, 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.
JAI BEVERAGES PVT. LTD.
Jai beverages was born in 1999 as a pepsi India franchise in jammu.The unit was established with an initial investment of approx.US$ 6.4 million.The plant boasts of ultra modern facilities at the plant.The state and especially the economy of the region have witnessed an upsurge since the inception of the plant.The unit has already contributed to over 650 direct and indirect employment opportunities in the state and the number is growing steadily overtime.The unit has thus significantly affected the level of industralisation of the state. The year was 1999 and pepsi company in India was very eager to improve its extremely poor market share (less than 3%) in the state of jammu and Kashmir.That was when it approached the soft drink maestros of India-the jaipuria family, and Mr.jaipuria in particular, for starting a plant in j&k.In spite of all odds,the noninductive climate in the state for a new business venture, he took a bold step and went ahead with accepting the challenge and taking the franchise in the name of his elder son-Mr. Anuraag jaipuria, and jai beverages pvt. Ltd From the day of the decision, to this day in 2001, there has been no looking back.In this short span time, the company has been formed, sprawling compound of erstwhile M/S Hindustan Ltd. Taken over from a supportive SIDCO,a prestigious unit in J&K,after an initial investment of rupees 27.1 crores, has been established with full backing of the ministery of industries (J&K government) and an ultra modern plant in full swing.The boiler used is oil-fired, with a 33m high chimney and an effluent treatment plant which realeases all the effluent water after full treatment at very reasonable and much under the pollution board’s maximum acceptable BOD and COD levels,In fact, work in on to stop all the treated effluent from going out and instead to utilize this water internally for horticulture.In otherwords,the water is being put back into the earth to retain the water table.Further,work has been done to grow more trees within the premises,in line with the universal endeavour of making the earth green. With the coming of this prestigious plant,there has been upsurge in the economy of the people of the area, in particular and the state in general.The direct and indirect employment generated by the unit
MARKETING TERRITORY DEVELOPMENT MANAGER MANAGER (TDM)
AREA MARKETING EXECUTIVE MARKETING EXECUTIVE CORDINATO R (ADC) DEVELOPME NT
AREA DEVELOPME NT CORDINATO R (ADC)
CUSTOMER EXECUTIVE S
PRODUCT PROFILE OF THE ORGANIZATION Pepsi Products available in Kathua Market
PEPSI there is. The flagship product and the best tasting beverage
Great Taste, with only Calories.
Crystal clear and Refreshing.
Fruit drink with Orange taste.
Fruit drink with lemon taste.
Bold mango taste.
AQUAFINA LEHAR EVERESS SODA NIMBOOZ
packaged drinking Water. Simple soda. Refreshing lemon Concentrate
PACK AVAILABLE AND RATES:DRINKS 200ML 300ML 500ML 1Ltr. 1.2Ltr. 1.5Ltr.
MOUNTAIN RS. 9 DEW
MARKETING MIX OF PEPSI:1). PRODUCT : PEPSI. 7UP. MOUNTAIN DEW. MIRINDA (ORANGE). MIRINDA (LEMON). SLICE. AQUAFINA. LEHAR SODA. 2). PACKAGING AVAILABLE: 1.5 LITRE (PET). 1.2 LITRE (PET). I LITRE (PET). 500 ML (PET). 330 ML CAN. 300 ML (RGB). 250 ML (RGB). 200 ML (RGB). TETRA PACK (ONLY SLICE). 3). PRICE:-
Price is governed by many factors like cost, Govt. Excise, Sales Tax and Market. Here price is at with the competitors. 4). PROMOTION :Promotion is the aspect of selling and advertising or communicating the benefit of the product or service. To the consumers, as the market segment involved in order to persuade them to purchase such product or service.
• • •
To find the market share of Pepsi To increase market share the of Pepsi on the other brands in Kathua (J&K) To determine the most dominating flavour of Pepsi in the market
The population consists of all those retailers in the defined area who stock and sell all relevant brands of cold drinks i.e. Pepsi & Coke.
POPULATION ELEMENT QUALIFYING
The population element to be chosen for the research must satisfy the following The outlet must be in the territory of Kathua market. The retailer must be in the business of stocking and selling the relevant brands of cold drinks. The total turnover of the outlet must be at least Rs.3 000 per month.
It is the unit of study of research. All those retailers, which qualify for the above criteria and being covered in the survey, form population element.
DATA COLLECTION TOOLS
The research was carried out by preparing a questionnaire. The questionnaire comprised of eight questions with a suitable combination of rating and ranking scale questions. The questionnaire was also comprised multiple choice, open-ended questions, close ended questions and importance level questions. The reason to choose the instrument was that the survey was proposed towards the retailers of the cold drinks. Most of them are illiterate or less educated. The instrument helped us to easily convey the message and was also convenient while travelling in the field.
RETAILER SURVEY ON CONSUMPTION OF COLD DRINKS
Do you get the supply of PEPSI REGULARLY?
Interpretation:We find that 55% of RETAILERS get the supply REGULARLY and 45% of RETAILERS don`t get the supply REGULARLY.
Do you get all the BRANDS of PEPSI?
Interpretation: We find that 80% of RETAILERS get all the BRANDS of PEPSI and 20% of RETAILERS don`t get all the BRANDS of PEPSI.
Do you get all the SCHEMES on PEPSI REGULARLY?
Interpretation:We find that 52% of RETILERS get all SCHEMES REGULARLY and 48% of RETILERS don`t get all SCHEMES REGULARLY.
Selling of which product is more suitable for you?
PET (500ML, 1.5LTR.)
RGB (200ML, 250ML, 300ML.)
Interpretation:We found that SELLING of PET is 35%,RGB is 60% and CAN is 5%.
Have you been provided VISI,OYC and ABC by the company?
Interpretation:We find that Equipments provided to Retailers is 90% and 10% are those who are not getting that Equipments.
Who influenced you in buying the PEPSI BRAND?
Interpretation:We find that Sales increase by DISTRIBUTORS is 42%, by ADC is 18%, by CUSTOMER EXECUTIVES is 32% and by ADVERTISEMENT is 8%.
Are you satisfied with the job of the MERCHANT of your AREA?
Interpretation:We find that 72% of RETAILERS are HIGHLY SATISFIED, 23% OF RETAILERS are SATISFIED and 5% of RETAILERS are DISSATISFIED.
Does the working of MERCHANT help in increasing your SALES or
Interpretation:We find that 82% of RETAILERS got profit and increase in sale and 18% are not got any profit and increase in sale.
Q9). and profit?
Does prime position of your VISICOOLER help you in increasing your sales
Interpretation:We find that 89% of RETAILERS got increase in sale and profit and18% of RETAILERS not got increase in sale and profit.
Does RACK and WARMDISPLAY help in increasing your sales and profit?
Interpretation:We find that 58% of RETAILERS says that got increase in sale and profit and 42% of RETAILERS says that not increase in sale and profit.
Does the company solve your Grievances?
Interpretation:We find that 22% of RETAILERS says that company solve our GRIEVANCES and78% of RETAILERS says that company not solve our GRIEVANCES.
Do you have any SUGGESTIONS?
Interpretation:We find that SUGGESTIONS given by Retailers is 92% and 8% of Retailers not given any SUGGESTIONS about the company.