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PROJECT REPORT SUBMITTED TO
UNIVERSITY OF PUNE
IN PARTIAL FULFILMENT OF REQUIREMENT FOR THE AWARD OF DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
UNDER THE GUIDANCE OF
PROF. ASHOK K. TIWARI
JAYAWANT INSTITUTE OF MANEGEMENT STUDIES.
TATHWADE, PUNE-33 1 | Page
I, the undersigned, hereby declare that the Project Report entitled ―Market survey of PepsiCo Retailers on display effectiveness‖ written and submitted by me to the University of Pune in partial fulfillment of the requirement for the award of degree of Master of Business
Administration under the guidance of Prof. Ashok Tiwari is my original work and the conclusions drawn therein are based on the material collected by myself.
Place: Pune Date:
Research Student Jamaal khan
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This is to certify that the Project Report entitled “Market survey of PepsiCo Retailer’s on display
effectiveness” which is being submitted herewith for the award of the degree of Master of Business
Administration of University of Pune, Pune is the result of the original research work completed by Jamaal Ahmed khan under my supervision and guidance and to the best
of my knowledge and belief the work embodied in this Project Report has not formed earlier the basis for the
award of any degree or similar title of this or any other University or examining body.
Place: Pune Date:
Research Guide Prof. Ashok Tiwari
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Its gives me great pleasure in acknowledging the invaluable assistance extended to me by various person in the
successful completion of the project. I express my sense of independence gratitude to the Dr. Rajashree Shinde, Director and Prof. Ashok K. Tiwari, Project guide and other faculty member of Jayawant Institute of Management Studies, Tathwade Pune – 33, who guided and encourage me from time to time for the successful completion of this project report. My humble thanks to my all the professors for guiding me during the two months training as my training mentor. I express our thanks to Aradhana Soft drink Co. a sister concern of PepsiCo India holding (p) Ltd. Kanpur, for granting me the permission to work with the esteem organization. I am also thankful to Mr. Amol Sharma (TDM), Mr. Sameer wali (ASM) and Mr. Vaishnava srivastava (CE) of Aradhana Soft drink Co. Kanpur, who guided and helped us in all possible ways they could, at every stage of the project. I am also very thankful to MR. SAMEER WALI
Aradhana Soft drink Co. Kanpur, who was my project guide during my training period. He helps me at every completion stage of the project & provides me all the
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information that is necessary for the execution of the project.
I would also like to thank all the Executives, distributers & staff member attached to Aradhana Soft drink Co. Kanpur who provided us all the relevant information and their kind support, prepared. Lastly I would like to pay our special regards to my parents for their encouragement and full support for completion of this project work. on the basis of which this report has been
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PEPSI is the world leader in the convenient foods and beverages with the revenue of about $39 billion (2007-08) and over 198000 (2008-09) employees. The companies consist of the snack business of Frito lay NORTH
AMERICA. PepsiCo Brands are available in nearly 200 countries and territories. In INDIA, the company has an extremely positive outlook. 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. Beverage industry is one of the fast growing industries in India. It can be divided into two sections i.e. carbonated and Non –carbonated. The carbonated drinks can be further classified into Cola, Lemon, Orange, Mango, and Apple segments. Marketing includes all the activities like
promotion, distribution, advertising etc., to fulfill the all segment of consumers. Marketing is also to convert social needs into profitable Opportunities. The study of “Market survey of PepsiCo Retailers on display effectiveness” provides the details to inculcate the efficiency. It is also requirement for the company to
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ultimate goal. The topic was allotted by the company and it was required to collect the information about current status of the Visi cooler that is given by the company to the retailer for selling of soft drink of PepsiCo. The main objective of the research was to know the company‘s position in the soft drink market by doing Visi purity & Charging of every visi cooler. The location for the project was Kanpur (south) consisting below mentioned area. 1) Rawatpur 2) Ashok nagar 3) Pandu nagar
The duration for the project was 1st June 2009 TO 30th July 2009
In this project the main purpose of the study was to visit the outlet of PepsiCo & check the visi-purity & visi-charging to know the status of sales & proper display of its products. A list carrying name of outlet provided by PepsiCo & I have to visit only those outlet which are mentioned in that list because listed outlet are not performing up to the mark of PepsiCo guideline. Planogram is one of the tool through 7 | Page
which I have to make proper display of the product in the visi-cooler so that every brand of PepsiCo could be visible to the consumer.
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Chapter No. Chapter I Chapter II Chapter III
Particulars Introduction Profile of the organization Research Design & Methodology
Page No. 10-13 14-41 42-44
Chapter IV Chapter V
Conceptual Background Data Presentation, Analysis & Interpretation Findings, Suggestions & Conclusion.
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INTRODUCTION OF PROJECT
Modern age is full of competition. Today only way of success is continuous efforts towards the growing market needs and satisfying them. It is the marketer‘s job to know what the market speaks i.e. the ever changing needs of the customer through market research & adopt them fruitfully. It is must for all the companies to make policies according to the customer and the government. Today to succeed, organization has to target its customer needs, to create a culture in the organization i.e. market conscious &
responsive to customer needs. Soft drinks industry has become big business in India in recent years. The soft drinks business underwent major changes with the entry of PEPSI and re-entry of COCO-COLA in India in the late 80s when Parle with brands like Thumps up, Limca & Gold spot was a clear leader. Coco-Cola took up the product line of Parle in 1993-94; today both brands are the Indians favorite soft drinks.
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OBJECTIVES OF STUDY
This study offers an opportunity to the student of management to develop the required skill and in sights for making the best use of experiment and judgment to
practical life. To gain an insight into why individuals act in certain consumption related way & Learning external influence compel them to act as they do. what &
So the main Objective is to study of Visi purity & charging of retail outlet in Kanpur south .
OBJECTIVES To find out the most popular brand of PepsiCo & satisfaction level of its retailers. To check the Planogram (POG) norms, whether
retailers followed it properly or not. To find the proper merchandizing and product display in the outlet & relation between company & its retailers. To help the company in increasing its sales & finding out the benefits of visi-charging.
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STETEMENT OF THE PROBLEM
―Market survey of PepsiCo Retailers on display
effectiveness‖ PepsiCo were facing problem regarding product availability in visi-cooler & display of the product in the premises of the outlet. So that as a result the sale of the product has not been achieving the sales target set by the company.
SCOPE OF THE STUDY
The training in the organization is very important for a student who is undergoing with such course. This course is not the answer for the entire problem which arises in the practical field. There is no certain formula for any
particular problem but the aim of this study is to develop the ability of decision making. A right decision at right time itself helps an organization to run smoothly. This training in an organization given an idea how decision are taken tact fully when any problem comes to an
executive. So the way of problem right decision making and knowledge of different type of marketing activities give much importance to the study. Though only in two months it was not possible to understand it so deeply but an overall idea could develop. 12 | P a g e
LIMITATION OF THE STUDY
goods, which requires a large sample to have a correct study, a sample size of 100 Respondents was too small for it. But time & money did not allow Researcher to have a large sample. And also to manage a large sample would also be difficult by Researcher alone. Mostly stress was given on primary data, as it was difficult to collect Secondary data from
organization & distributors. Some of the respondents were not co-operative and many of them seem to be having no interest. It is impossible to find out the problem faced by the PepsiCo in a time span of 2 months. Area was specified. It is extremely difficult to persuade retailer to respond to questionnaire. The retailer knows us as people from Pepsi there by the responses could have been biased. The company does not provide any financial
assistance. The time allowed for the project was short. It was impossible to study deeply in that short period. Region i.e., Urban area therefore the result are applicable to Kanpur region only these findings may not have much relevance in other regions of different from rest of the country 13 | P a g e
PROFILE OF THE ORGANISATION
PEPSICO HEADQUARTERS PepsiCo World Headquarters is located in Purchase, New York, and Approximately 45 minutes from New York City. The seven building Headquarters complex was designed by Edward Durrell Stone, one of America‘s foremost
architects. The building occupies 10 acres of a 144 Acre complex that includes the Donate M. Kendall Sculpture Gardens, A world acclaimed sculpture collection in a garden setting. The collection of works is focused on major twentieth century art, and Features works by masters such as Auguste Rodin, Henri Laurens, Henry Moore, Alexander Calder, Alberto Giacometti, Arnaldo Pomodoro & Class Olden berg. The gardens were originally designed by the World famous garden planner, Russell Page, and have been extended By Francois Goffinet. The grounds are open to the public and a Visitor‘s booth is in operation during the spring and summer.
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COMPANY TYPE FOUNDED : PEPSICO : public : New York (1965)
HEADQUATERS: purchase New York AREA SERVED KEY PEOPLE INDUSTRY Market cap Revenue : Worldwide : INDRA K. NOOYI (CEO) : Non alcoholic beverage : USD 107.19 Billions (2008-2009) : USD 39.474 Billions (2007-2008)
Operating income: USD 7.170 Billions (2007-2008) Net income Total assets Division Employees Website : USD 5.658 Billions (2007-2008) : USD 34-628 Billions (2007-2008) : Food, American beverages, : 1980000 (2008-2009) : www.pepsico.com
Address: Global Business Park, Tower – A, 4th floor, Mehrauli-Gurgaon Road, Gurgaon 122002 Telephone: 91-124- 2880541 Fax: 91-124-2356270 Website: www.pepsiindia.co.in Email: email@example.com 15 | P a g e
"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.
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
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“PEPSI CO HISTORY” AN OVERVIEW
1893--Caleb Brad ham, a New Bern, North
young pharmacist from begins experimenting
with many different soft drink 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--The instant popularity of this new drink leads Brad ham to devote all of his energy to developing Pepsi-Cola into a full -fledged business. He applies for a trademark D.C., with and the forms U.S. the Patent first Offi ce,
Washington Company. The first
appeared in the New Bern Weekly Journal . 1903--"Doc" Brad ham moves the bottling of Pepsi Cola from his drugstore into a rented warehouse; he sells 7 ,968 gallons of syrup in the first year of
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and Aids Digestion." 1904--Brad ham purchases a building in New Bern known moves as all the "Bishop and Factory" syrup for $5,000 to and this
location. Pepsi is sold in six -ounce bottles. Sales increase to 19,848 gallons. 1905--Pepsi -Cola's established Carolina. in first bottling and its new franchises Durham, logo, its are
change since 1898. 1906--Pepsi gets another logo change, the third in eight years. The modified script logo is created with the slogan, "The Original Pure Food Drink." There are 15 U.S. Pepsi bottling plants. The Pepsi
trademark is registered in Canada. Syrup sales rise to 38,605 gallons. The federal government passes the Pure Food and Drug Act, banning substances such as arsenic, lead, barium, and uranium, from food and beverages. This forced many to of soft drink manufacturers, formulas. including
Coca-Cola, being free
Pepsi -Cola, they
already met federal requirements. 1907--Pepsi -Cola Company continues to expand; the company's bottling network grows to 40 franchises.
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Pepsi trademark is registered in Mexico. Syrup sales rise to 104,026 gallons. 1908--Pepsi -Cola becomes one of the first
companies to modernize delivery from horse drawn carts to motor vehicles. Two hundred fifty bottlers in 24 states are under contract to make and sell Pepsi-Cola. 1909--Automobile race pioneer Barney Old field
endorses Pepsi -Cola in newspaper ads as "A bully drink...refreshing, invigorating, a fine bracer before a race." 1910--The first Pepsi -Cola bottlers' convention is held in New Bern, North Carolina. 1920--Pepsi theme line speaks to the consumer with "Drink Pepsi -Cola, it will satisfy you." 1923--Pepsi -Cola Company is declared bankrupt and its assets are sold to a North Carolina concern,
Craven Holding Corporation, for $30,000. Roy C. Megargel, trademark. Holding a Wall St reet and for broker, good buys the Pepsi
Pepsi-Cola Corporation. 1928--After five continuous losing years, Megargel reorganizes his company as the National Pepsi -Cola 19 | P a g e
Company, be coming the fourth parent company to own the Pepsi trademark. 1931--U.S. District Court for Eastern District
Virginia declares the National Pepsi -Cola Company bankrupt, history. National the The second Loft bankruptcy company in Pepsi -Cola the
president of Loft, assumes leadership of Pepsi and commands formula. 1933--By the end of the year, Goth‘s new Pepsi Cola Company is insolvent. 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). The 12-ounce bottle debuts in Baltimore, where it is an instant success. The cost savin gs proves irresistible to Depression -worn Americans and sales skyrocket nationally. Caleb Brad ham, the founder of Pepsi Cola and "Brad's Drink," dies at 66 (May 27th, 1867 February 19th, 1934). 1935--Guth moves the entire Pepsi -Cola operation to Long Isla nd City, New York, and sets up national territorial boundaries for the Pepsi bottler franchise system. the reformulation of Pepsi -Cola syrup
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1936--Pepsi grants 94 new U.S. franchises and year end profits reach $2,100,000. 1938--Walter S. Mack, Jr., V.P. of Phoenix
Securities Corporation is ele cted President of the Pepsi-Cola Company. Mack, who considers
advertising the keystone of the soft drink business, turns Pepsi into a modern marketing company. 1939--The "Pepsi & Pete" comic strip introduces the "Twice as much for a nickel" theme in newspa pers. Pepsi-Cola Company names Mack as CEO. The Board of Directors removes Guth from the
Pepsi payroll after he plans to personally acquire a competing cola. 1940--Pepsi -Cola Company makes advertising
history with "Nickel, Nickel," the first advertising jingle ever broadcast nationwide on radio. 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. 1943--Pepsi's Better Taste." 1948 - - Corporate headquarters moves from Long Island City, New York, to midtown Manhattan. theme line becomes "Bigger Drink,
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1950--Alfred N. Steele becomes President and CEO of Pepsi-Cola. Mr. Steele's wife, Hollywood movie star Joan Crawford, is instrumental in promoting t he company's product line. Pepsi receives its new logo, which incorporates the "bottle cap" look. The new logo is the fifth in Pepsi history. 1953--"The Light Refreshment" campaign
capitalizes on a change in the product's formula that reduces caloric conte nt. 1955--Herbert Barnet is named President of Pepsi Cola. 1959--Pepsi debuts at the Moscow Fair. Soviet
Premier Khrushchev and U.S. Vice President Nixon share a Pepsi. 1960--Young adults become the target consumers
and Pepsi's advertising keeps pace with "Now it's Pepsi, for those who think young."
1962--Pepsi receives its new logo, the sixth in Pepsi history. The 'serrated' the bottle cap logo debuts, "Pepsi
Generation" ad campaign.
1963--After climbing the Pepsi ladd er from fountain syrup salesman, Donald M. Kendall is named CEO of Pepsi-Cola Company. Pepsi -Cola continues to lead the soft drink industry in packaging innovations,
when the 12-ounce bottle gives way to the 16 -ounce 22 | P a g e
size. Twelve-ounce Pepsi cans are first introduced to the military to transport soft drinks all over the
world. 1964--Diet Pepsi, America's first national diet soft drink debuts. Pepsi -Cola acquires Mountain Dew
from the Tip Corporation. 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. Mountain Dew launches its first campaign, "Yahoo Mountain Dew...It'll tickle your innards." 1970--Pepsi introducing Pepsi is leads the the way first into metrics by
industry's the first
two -liter to
consumer preference with light weight, recyclable, Plastic bottles. Vic Bonomo is named President of Pepsi-Cola. The Pep si World Headquarters moves from Manhattan to Purchase, NY. 1974--First Pepsi plant opens in the U.S.S.R .
Television ads introduce the new theme line, "Hello, Sunshine, Hello Mountain Dew." 1976--Pepsi becomes the single largest soft drink brand sold in A merican supermarkets. The campaign is "Have a Pepsi Day!" and a classic commercial, "Puppies," becomes one of America's best -loved
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ads. As people get back to basics, Pepsi is there as one of the simple things in life. 1977--At named 37, marketing President genius John Scu llery is
1978--The Company experiments with new flavors. Twelve-pack cans are introduced. 1980--Pepsi becomes number one in sales in the
take home market. 1981--PepsiCo and China reach agreement to
manufacture soft drinks, w ith production beginning next year. 1982--Pepsi Free, a caffeine -free cola, is introduced nationwide. Pepsi Challenge activity has penetrated 75% of the U.S. market.
1983--Mountain Dew launches the "Dew it to it" theme. 1984--Pepsi advertising takes a dramatic turn as Pepsi becomes "the choice of a New Generation."
Lemon Lime Slice, the first major soft drink with real fruit juice, is introduced, creating a new soft drink category, "juice added." In subsequent line of extensions, Mandarin Orange Slice goes on to become the number one orange soft drink in the U.S. Diet Pepsi is reformulated with NutraSweet (aspartame) brand sweetener.
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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 the re-introduction of the original formulation as "Coca-Cola Classic."
The cola war takes "one giant sip for mankind," when a Pepsi "space can" is successfully tested aboard the space shuttle. By the end of 1985, the New Generation campaign earns more than 58 major advertising and film-related awards. Pepsi's campaign featuring Lionel Ritchie is the most remembered in the country, according to consumer
preference polls. 1986--Chairman Donald M. Kendall retires and is succeeded international by D. is Wayne acquired Calloway. in 7UP
Pepsi-Cola acquires Mug Root Beer. 1987-- Pepsi -Cola President Roger Enrico is named President / CEO of Pepsi Co Worldwide Beverages. Pepsi-Cola Purchase to World Somers, Headquarters New York. mov es After a from 27 -year
absence, Pepsi returns to Broadway with the lighting of spectacular new neon sign in Times Square.
1988--Craig Weather up is appointed President/CEO of Pepsi-Cola Company. 1989--Pepsi lunges into the n ext decade by
declaring Pepsi lovers "A Generation Ahead." Chris 25 | P a g e
International. Pepsi -Cola introduces an exciting new flavor, Wild Cherry Pepsi. 1990--American Music Award and Grammy winner rap artist Young MC writ es and performs songs
exclusively for national radio ads for Pepsi. Ray Charles joins the Pepsi family by endorsing Diet Pepsi. The slogan is "You Got the Right One Baby." 1991--Craig E. Weather up is named CEO of Pepsi Cola North America, as Canada become s part of the company's North American operations. Pepsi
introduces the first beverage bottles containing recycled polyethylene terephthalate (or PET) into the marketplace. The development marks the first time recycled plastic is used in direct contact with food in packaging. 1992--Pepsi -Cola launches the "Gotta Have It"
theme which supplants the longstanding "Choice of a New Generation." Pepsi -Cola and Lipton Tea
Partnership is formed. Pepsi will distribute single serve Lipton Original and Lipton Brisk pro ducts. Crystal caffeine Pepsi: free a refreshing, 100% clear natural soda that is no
preservatives and is low in sodium, goes national. Mountain Dew introduces the popular theme line, "Get Vertical." 1993--Brand Pepsi introduces its slogan, "B e
Young. Have Fun. Drink Pepsi." Pepsi -Cola profits 26 | P a g e
surpass $1 billion. Pepsi introduces an innovative 24-can multi pack that satisfies growing consumer demand for convenient large -size soft drink
packaging. "The Cube" is easier to carry than the tradition al 24-pack and it fits in the refrigerator. 1994--New advertising introducing Diet Pepsi's
freshness dating initiative features Pepsi CEO Craig Weather freshness Pepsi up explaining the relationship taste to and between
consumers. Pepsi -Cola
International merge, creating the PepsiCo Foods and Beverages Company. 1996--In February of this year, Pepsi makes history once again, by launching one of the most ambitious entertainment sites on the World Wide Web. Pepsi World eventual ly surpasses all expectations, and
becomes one of the most landed and copied, sites in this new media, firmly establishing Pepsi's presence on the Internet.
1997--In the early part of the year, Pepsi pushes into a new era with the unveiling of the Generat ion Next campaign. Generation Next is about everything that is young and fresh; a celebration of the creative spirit. It is about the kind of attitude that challenges the norm with new ideas, at every step of the way.
PepsiCo. Announces that, effective Oc tober 6th, it will spin off its restaurant division to form Tricon 27 | P a g e
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 100t h anniversary PepsiCo. donate Chairman salary and to CEO provide Roger A. Enrico for
children of PepsiCo employees. 2000--Although Pepsi is a great place to work,
Steven Truitt (aka 'struitt') takes his skills and hard work elsewhere (for more money of course!),
therefore putting an end to his Pepsi page! For More information about Pepsi, choose a search engine and search for 'Pepsi' or visit
www.pepsi.com or www.Pepsi Co.com. As an MNC, on the globe, Pepsi Foods Ltd is one of the largest soft drink companies in the world with its head quarters in New York. Pepsi entered the Indian soft drink market in 1998 and began its production in May 1990 and soon it was giving the local contenders to run for their
money in the soft drink market. It c omes out with dazzling marketing innovation that rocket the cola market line selling the product through function, Pepsi outlets. Pepsi‘s success in creating a brand 28 | P a g e
that t he
problems of doing business
markets like ours,
Pepsi entered the market as an under -dog. Its first even advantage- it entered before Coke returned -was considerable reduced by the enormous export
obligations stepped on the company. Yet right from the beginning, Pepsi demonstrated a far more
focused approached .So while it entered the market like any other MNC, it was quick to adapt, It
realized that consumers, particularly the youth, to whom better it consciously a brand reached that they out, see would as identify yet
Indian, Pepsi was built as a desi brand. Hence its deliberate attempt to build ad campaigns using the popular Hinglish In the process, slogans like, ‗ Y E HI
HA I RIG HT CHO ICE BAB Y
A HA ‘
consciousness. When Pepsi lost the bidding battle to sponsor a Cricket tournament to coke, the loss was turned into triumph with the catch line, ―Nothing official about it‖. It cashed in on the untapped
consumer aspiration in smaller towns, the hinterlands of metropolitan cities and now days the slogan which is on air is ―Y EH
P YA AS HAI BADI ‖
It showed a rare ability not only to survive, but also grow through India‘s tortuous policy twists and turns, which threw many other MNC‘s off balance. Its top management team did not suffer from the frequent changes seen at rival, Coke Consequently, it 29 | P a g e
was able to unlike coke, which paid enormous prices to buy out its established own stuff local over, brands, and and Pepsi those
aggressively with dealers, retailers and consumers. Right now, it can bark its outstanding success in building a brand that has become synonymous with soft drinks across the length and breadth of the
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SALES AND MARKETING HIERARCHY OF PEPSICO INDIA.
MUM – Marketing Unit Manager: In charge of specific zones (e.g. north, south, east, west) and report to the corporate Office. UM - Unit Manager: In charge of day to day operations and supervision of all the functions within the organizations including operations, logistics, sales and distribution,
marketing. The Unit Manager reports to the MUM. 31 | P a g e
TDM - Territory Development Manager: TDM is the in charge of the sales and distribution network of a particular territory within a zone. Responsible for the daily, monthly and annual sales within the territory decides the daily schemes for products and incentives for salespersons. He is also responsible for cost effectiveness, profit generation and profit maximization within the territory.
ADC - Area Development Coordinator: Reports to the TDM, and is in charge of a C & F center and the distributor point in the area. He is directly responsible for any issues in the area and is supposed to ensure the smooth functioning of the entire sales and distribution network in the area. ADC is responsible for timely disposal of any issue faced by the retailers. He decides and approves the boards, displays and hoardings in the area.
CE - Customer Executive: Reports to the ADC and is in charge of the salespersons. He is required to visit the market and accompany every salesperson as frequently as possible. He is the first person to get information about the market / area and is the first contact if the salespersons or retailers face issue. Responsible for assigning and
achieving daily sales target given to the salespersons.
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important asset for the company as they are the ones who sell the products, and are responsible the old for acquiring work new also
includes informing the retailers about the promotions and any new scheme launched. They are also required to push for the sale of any new product launched in the market and make sure that the retailers are following the company guidelines regarding the launch and the maintenance of Visi coolers. They report to the CE.
DA – Delivery Agent: These are the people who are responsible for delivering the PepsiCo products to the retailers at their outlet with the help of delivery van. Their duty is to supply the products on the basis of invoice issued by the company.
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Mug Root Beer
Pepsi Caffeine Free Pepsi Diet Pepsi Caffeine Free Diet Pepsi Diet Pepsi Max Jazz Diet Pepsi Diet Pepsi Lime Diet Pepsi Vanilla Pepsi Wild Cherry Diet Pepsi Wild Cherry Pepsi ONE Sierra Mist Sierra Mist Diet Sierra Mist Sierra Mist Cranberry Splash Sierra Mist Free Cranberry Splash Tropicana
Mountain Dew Diet Mountain Dew Caffeine Free Mountain Dew Mountain Dew Code Red Diet Mountain Dew Code Red Mountain Dew Livewire Mountain Dew Voltage AMP Energy
Mug Root Beer Diet Mug Root Beer Mug Cream Soda Diet Mug Cream Soda No Fear No Fear No Fear Mother load Sugar Free No Fear Mother load Dole (License)
AMP Energy AMP Energy Sugar Free AMP Energy Overdrive AMP Energy Prelaunch AMP Energy Traction AMP Energy Elevate AMP Energy Shot SoBe
Dole juices and juice drinks Dole Plus fortified juices Outside North America
Tropicana lemonade and punches Tropicana Light lemonade and punches Tropicana Twister sodas Ocean Spray (License)
SoBe juice drinks, dairy, and teas SoBe Lean diet juice drinks, dairy, and teas SoBe Life Water SoBe
Mirinda 7UP (International) Pepsi Limón Kas Teem Pepsi Max Pepsi Light Manzanita Sol Paso de los Toros Fruko Evervess Yedigun Shani Fiesta D&G (License) Mandarin
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Ocean Spray juices Ocean Spray juice drinks Ethos Water (License) Manzanita So Slice Fruit Works juice drinks Mirinda
Adrenaline Rush Aquafina
(License) Radical Fruit
Aquafina Aquafina Flavor Splash Aquafina Sparkling Starbucks (Partnership)
Frappuccino ready-to-drink coffee Starbucks Doubleshot Starbucks Double shot Energy Starbucks Iced Coffee Lipton (Partnership)
Lipton Brisk Lipton Iced Tea Lipton Pure Leaf
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PEPSICO INDIA’S EXPANSIVE PORTFOLIO
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100% natural fruit juices and juice based drinks
Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low calorie options– Diet Pepsi and 7Up Light; hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drinks - Gatorade, and 100% natural fruit juices and juice based drinks – Tropicana, Tropicana Twister and Slice. Our local brands – Lehar Everest Soda, Dukes Lemonade and Mangola complete our diverse
spectrum of brand
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FUTURE PLAN OF PEPSICO
Pepsi plans low-cost beverages, snacks to fight anemia
PepsiCo India expects to test-market its products to fight anemia among rural women sometime next year. The softdrinks major are working on low-cost prototypes of both beverages and snacks that can deliver the benefit. Mr. Sanjeev Chadha, Chairman, PepsiCo India, in an interview to Business Line, said, ―The price of the product has to be affordable to the bottom of the pyramid; we are looking at a consumer price of between Rs 1 and Rs 2 per serve.‖ This is a global project, he said, with India being the lead country. The product is being developed through close teamwork between our local R&D teams and our global experts. ―The team is making rapid progress. We tried some very exciting prototypes in the past month. The next major step will be clinical trials to ensure that the product delivers in the Indian environment,‖ he elaborated. As per the National Family Health Survey 2005-06, 50 per cent of young Indian women, irrespective of income, suffer from iron deficiency.
Aug 7, 2009 Aug 3, 2009
Frito-Lay India announces Chitrangda Singh as the new face of Aliva TA Sekar & Wasim Akram Impressed with India‘s Gen-Next of pace bowling at the 39 | P a g e
Gatorade Centre for Pace Excellence Aug 3, 2009 July 29, 2009 July 27, 2009 July 27, 2009 June 4, 2009 June 1, 2009 May 27, 2009 May 12, 2009 May 12, 2009 May 09, 2009 PepsiCo‘s Nimbooz makes its debut in Tamil Nadu PepsiCo India shows revolutionary results with its Direct Seeding initiative PepsiCo's Karnataka Nimbooz makes its debut in
Pace Legend Wasim Akram inaugurates "Gatorade centre for pace excellence ―in Delhi Frito-Lay India Delivers a Cracker of a Launch with Aliva
- PepsiCo Doubles Investment in India in 2009
- Pepsi‘s ‗First Ball ka Captain‘ Think gold this summer with 7UP ‗Sone Ke Nimbu‘ offer Pepsi signs on boxing champion Singh as its new Brand Ambassador! Vijender
- Diet Pepsi dons a new look and gets slimmer Desi Beats in a Crunchy Wheat
April 28, Kurkure 2009 Avatar!
April 15, Nimbooz gives ‗Ekdum Asli Indian‘ tadka to 2009 IPL ‗09 Pepsi Bowls Youngistaan over - Exciting, New, April 01, - Promotion at the ICC World Cup Twenty 20, 2009 England '09 40 | P a g e
March 19, 2009 March 05, 2009 March 05, 2009
PepsiCo ushers a wave of change with the all - new, punchier & more powerful Pepsi for Andhra Pradesh Mountain Dew unveils its new thematic TVC for 2009 'Darr Ke Aaagey Jeet Hai' Mountain Dew unveils its new thematic TVC for 2009 'Darr Ke Aaagey Jeet Hai'
February Pepsi to quench the thirst of mighty Mumbai 27, 2009 Indians at IPL 2009 February 7UP partners with Chennai Super Kings for IPL 27, 2009 2009 February PepsiCo launches 27, 2009 nimbu paani Nimbooz, India's favorite
February Katrina and Slice entice consumers to give into 25, 2009 Pure Mango Pleasure with its new campaign February Mirinda unveils its Summer 23, 2009 Tamil Nadu with Asin Campaign for
Gatorade launches fast bowling training February - academy in India ropes in Wasim Akram to 13, 2009 coach budding pace bowlers February Pyaas badi ya connection? Pepsi re-thinks for 11, 2009 ‗Youngistaan‘ February Refresh your senses with 7UP's new thematic 05, 2009 campaign - 'Mood ko do Lemon ka Lift' January 29, 2009 Pepsi partners with T-10 Gully Cricket as its official beverage sponsor!
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RESEARCH DESIGN AND METHODOLOGY
Marketing Research is a process of collecting and
analyzing marketing and ultimately to arrive at a certain conclusion. Aradhana Soft Drink Company Is a concern which is marketing the product having different brands of soft drink. Thus a survey method of marketing research is essentially exploratory in nature. Thus I opted for ―Questionnaire‖ method for conductive survey about the marketing of Pepsi through retailer in Kanpur (south) region.
Data source: - The various source of information broadly divided in 2 categories. (a) Primary source:Source gathered from where are first hand information source are and
information thus collected is called primary data. In this study the primary data was collected from
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(b) Secondary source: The data that are c ollected for other purposes already exist regard records somewhere to my is called the secondary data. With where
previous research on relevant topic and newspapers .
Research Type:Exploratory research: Exploratory research provides insights into and comprehension of an issue or situation. It should draw definitive conclusions only with extreme caution. Exploratory research is a type of research conducted
because a problem has not been clearly defined.
Data collection technique
1) Primary Data: 2) Secondary Questionnaire Method. Website, Books, company
publications & previous years project report.
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1. Sampling technique: Non-probability sampling (judgmental) 2. Sample size: - 100 retailers supplying PepsiCo brands in Kanpur south. Sample analysis was done by means of statistical tools.
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effectiveness” The information related to the objectives of the study i.e. A personal interview with each retailer with the help of questionnaire information was selected my as the method of of the
study. The questionnaire was used in Kanpur (south) to facilitate tabulation and analysis of data was designed for segment retailers. I have collected the information regarding the display of the product in visi-cooler from PepsiCo retailers that how they are performing the task about the display of the product. Whether they are following the company
guidelines or setting their own standard while putting soft drink visible to the consumer in the premise of their outlet as a part visual merchandising. The questionnaire was prepared by me and I was also filled questionnaire myself while interviewing the retailers. I used to go every outlet which is given by company and these outlets were not performing up to the mark of PepsiCo‘s 45 | P a g e
For interview as far as those languages were
used which they can understand clearly; such as Hindi & English. This is a comprehensive master plan of the study undertaken, given a general statement of the method used and procedure followed. These information were collected through the questionnaire method which included questions on finding out
information related to Planogram, status of visi-charging, impact of prime location of Visi-cooler on sale & display of the products in the premise of outlet as a part of
merchandising. The display of the products plays a very significant role in marketing of cold -drinks. Display can be termed as the orderly, systematic, logical & intelligent way of putting stock on the floor. It has several aspects & & and involves dis plays, props SKU signs, and
complex, creating the right atmosphere in the store and presenting the merchandise in the right manner becomes more & more important. To produce good di splay, it is vital to understand the product and the customer. Good display means a selling space that is neat, easy to see, follow and shop. It means merchandise arranged in a manner that enables the customer to buy quickly, efficiently and comfortably. 46 | P a g e
Planogram A Planogram is a tool used by the retailer that helps determine the It location is how onto a a of merchandise that and or within a
department. communicates physically fit
visually props to
allow for pro per visibility and price point options. A Planogram factors like is created after taking the into account of the
products within the product category and the space required for various products. They usually list the exact number of square feet used for the various products and the exact number of products to be displayed in a particular
various tools adopted by
improving display effectiveness are as follows
Display advertising is a type of advertising that typically contains text (i.e., copy), logos, photographs or other images, location maps, and similar items. In periodicals, display advertising can appear on the same page as, or on the page adjacent to, general editorial content. In contrast, classified advertising generally appears in a distinct section, was traditionally text-only, and was available in a limited selection of typefaces. 47 | P a g e
Display advertisements are not required to contain images, audio, or video: Textual advertisements are also used where text may be more appropriate or more effective. An
example of textual advertisements is commercial messages sent to mobile device users. One common form of display advertising involves
Advertising is a form of communication used in helping sell products and services. Typically it communicates a message including the name of the product or service and how that product or service could potentially benefit the consumer. Advertising often attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the "brand image". For these purposes, advertisements sometimes embed their
persuasive message with factual information. There are many media used to deliver these messages, including traditional media such as television, radio, cinema,
magazines, newspapers, video games, the carrier bags, billboards, mail or post and Internet marketing. Today, new 48 | P a g e
media such as digital signage is growing as a major new mass media. Advertising is often placed by an advertising agency on behalf of a company or other organization. Organizations that frequently spend large sums of money on advertising that sells what is not, strictly speaking, a product or service include political parties, interest groups, religious organizations, and military recruiters. Non-profit organizations are not typical advertising clients, and may rely on free modes of persuasion, such as public service announcements. Money spent on advertising has increased dramatically in recent years. In 2007, spending on advertising has been estimated at over $150 billion in the United States and $385 billion worldwide, and the latter to exceed $450 billion by 2010. While advertising can be seen as necessary for economic growth, it is not without social costs. Unsolicited
Commercial Email and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers. Advertising is increasingly
invading public spaces, such as schools, which some critics argue is a form of child exploitation. psychological In addition, (for
advertising frequently uses
example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful.
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A banner is a flag or other piece of cloth bearing a symbol, logo, slogan or other message. Banner-making is an ancient craft. The word derives from late Latin bandum, a cloth out of which a flag is made (Latin banderia, Italian bandiera). German developed the word to mean an official edict or proclamation and since such written orders often prohibited some form of human activity, bandum assumed the
meaning of a ban, control, interdict or excommunication. Banns has the same origin meaning an official
proclamation, and abandon means to change loyalty or disobey orders, semantically "to leave the cloth or flag".
These are often made commercially on a plastic
background. The banner industry has been evolving from the traditional cut-vinyl banners to banners printed with large format & wide format inkjet printers on various vinyl and fabric materials using solvent inks and up-curable inks. Advertisements on the Internet which carry the shape of a banner are also commonly called "banners".
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A billboard is a large outdoor advertising structure (a billing board), typically found in high traffic areas such as alongside busy to roads. passing Billboards pedestrians present and large drivers.
Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are highly visible in the top designated market areas. Bulletins are the largest, most impactful standard-size billboards. Located primarily on major highways, expressways or principal arterials, they command high-density consumer exposure (mostly to
vehicular traffic). Bulletins afford greatest visibility due not only to their size, but because they and allow creative
Billboards are a great place to advertise business because rather than you having to find your customers, your
customers will find your advertising. Posters are the other common form of billboard advertising, located chiefly in commercial and industrial areas on primary and secondary arterial roads. Posters are a smaller format than and bulletins and are viewed with principally by
A poster is any piece of printed paper designed to be attached to a wall or vertical surface. Typically posters 51 | P a g e
include both textual and graphic elements, although a poster may be either wholly graphical or wholly textual. Posters are designed to be both eye-catching and convey information. Posters may be used for many purposes, and they are a frequent tool of advertisers (particularly of events, musicians and films), propagandists, protestors and other groups trying to communicate a message. Posters are also used for reproductions of artwork, particularly famous works, and are generally low-cost compared to original artwork. Another type of poster is educational posters, which may be about a particular subject for educational purposes. Many people also collect posters, and some famous posters have themselves become quite valuable, collectors and vintage posters are usually framed and matted. Posters may be any size.
Signage is any kind of visual graphics created to display information to a particular audience. This is typically manifested in the form of way finding information in places such as streets or inside/outside of buildings.
Types of signage:
Oil Stock sign - massive signage for Oil Stockade. Street signage - signs stamped out of metal with lettering embossed or printed (or both). 52 | P a g e
Neon signage - Electric lighting Modular signage - A signage system that consists of pre designed elementary units.
Custom-made signage - Signs that are built from scratch to suit a specific requirement presented by a client or a specific project.
MCFT (Modular Curved Frame Technology) — A contemporary fusion between custom-made signage and modular sign systems that features a curved profile.
LED sign (light-emitting diodes technology) — LED lighting
Architectural Signage/Way finding Systems - A unified system of signs for a single facility that aid in way finding and identification of specific destinations within the
facility. Signs include building and room identification signs, directional and informational signs and regulatory signs. In the US, all such systems must comply with the ADA.
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DATA PRESENTATION, ANALYSIS AND INTERPRETATION
There are more than 200 outlets are exist in study area including Rawatpur, Pandu nagar & Ashok nagar but due to time constraint those outlets are given to me by Sameer sir which are not performing better up to the mark of PepsiCo‘s guidelines. In Ashok nagar area only 48 outlets are assigned to me & remaining outlets I had visited were under the aegis of Rawatpur & Pandu nagar.
Areas covered by me are 1) Rawatpur 2) Ashok nagar 3) Pandu nagar
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Type of outlet
Outlet type Convenience Grocery Eatery Total
Respondents 38 45 17 100
%age 38 45 17 100%
conveniance grocery eatery
Interpretation: from the above chart we can conclude that grocery shop (45%) followed by convenience store (38%) are having majority of PepsiCo outlet. 55 | P a g e
1. Most popular brands of PepsiCo.
Brands Pepsi Mirinda 7up Mountain dew Slice Total
Respondents 08 27 15 43 07 100
%age 08 27 15 43 07 100%
Most popular brands
Pepsi Mirinda 7up
Mountain dew Slice
Interpretation: from the above chart we can observe that Mountain Dew (45%) followed by Mirinda (27%) is the leading brands (in terms of sales) of PepsiCo in Kanpur south. 56 | P a g e
2. Effect of advertisement on sales.
Parameter Yes No Total
Respondents 66 34 100
%age 66 34 100%
Yes No 66%
Interpretation: The above pie chart suggests that sales of PepsiCo brands are affected by advertisement campaign.
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3. Seasonal shortage of popular PepsiCo brands.
Option 0 times 1 times 2 times More than 2 times Total
Respondents 07 12 35 46 100
%age 07 12 35 46 100%
Sessional shortage of brands
7% 12% 46% 0 times 1 times 2 times More than 2 times 35%
Interpretation: From the above pie chart it is clear that majority of the retailer faces shortage of soft drinks 2 or more than 2 times. 58 | P a g e
4. Scheme attraction, provided by PepsiCo.
Schemes Free bottles on crate Monopoly discount Brands display scheme Target based profit Total
Respondents 48 31 06 15 100
%age 48 31 06 15 100%
schemes by PepsiCo
15% 6% 48% Free botteles on crate Monopoly discount Brands display scheme Target based frofit 31%
Interpretation: The above chart clearly shows that 48% of the retailers like free bottles scheme followed by 31% who prefer monopoly discount. 59 | P a g e
5. Behavior of PepsiCo officials.
Behavior Excellent Good Satisfactory Poor Very poor Total
Respondents 03 12 41 31 13 100
%age 03 12 41 31 13 100%
13% 3% 12%
Excellent Good Satisfactory 31% Poor Very poor 41%
Interpretation: It is clear from the above chart that behavior of officials is not up to the mark. Only 56% retailers are satisfied (including excellent, good & satisfactory behavior). 60 | P a g e
6. Performance level of visi-cooler.
Performance level Excellent Good Satisfactory Poor Very poor Total
Respondents 21 58 09 09 03 100
%age 21 58 09 09 03 100%
9% 9% Excellent Good Satisfactory Poor Very poor 3% 21%
Interpretation: from the above chart we can conclude that performance level of visi-cooler is up to the mark. It is happen due to frequent visit of technician. 61 | P a g e
7. Retailer’s opinion on planogram (POG).
Option Strictly followed Wastage of time Followed with some changes Useless Total
Respondents 04 27 45 24 100
%age 04 27 45 24 100%
Responses for Planogram
4% 24% 27% Strictly followed Wastage of time Followed with some changes Useless
Interpretation: The above chart shows activation of planogram in which 45% of the retailers had said that some changes is necessary followed by 27% of the retailers who said that it is wastage of time. 62 | P a g e
8. Status of visi-charging on avg. customer visit.
Visi charging status 0-20% 21-40% 41-70% More than 70% Total
Respondents 02 34 45 19 100
%age 02 34 45 19 100%
Visi charging status
2% 19% 34% 0-20% 21-40% 41-70% More than 70%
Interpretation: from the above chart we can conclude that avg. visi charging is lies between 41% to 70%. This is not up to the avg. level fixed by PepsiCo. 63 | P a g e
9. Daily Sales of PepsiCo products in crates in a day.
No. of crates 1 to 2 2 to 4 4 to 6 More than 6 Total
Respondents 07 12 58 23 100
%age 07 12 58 23 100%
daily sales of crates
7% 23% 12%
1 to 2 2 to 4 4 to 6 More than 6
Interpretation: from the above pie chart we can assume that 58% of the retailers sold the 4 to 6 crates per day followed by 23% retailers who sell more than 6 crates. 64 | P a g e
10. Peak session for soft drink sale.
Session Jan. to mar. April to June July to sep. Oct. to dec. Total
Respondents 00 56 44 00 100
%age 00 56 44 00 100%
Sessional sale of soft drink
44% Jan. to mar. April to june 56% July to sep. Oct. to dec.
Interpretation: it is clear from the above chart that the sale of PepsiCo products is more in April to June session 65 | P a g e
11. Effectiveness of Sales promotion technique of PepsiCo regarding Nimbooz.
Promotional effectiveness Excellent Good Satisfactory Poor Very poor Total
Respondents 00 27 51 19 03 100
%age 00 27 51 19 03 100%
Sales promotion technique of Nimbooz
3% 0% 19% 27% Excellent Good Satisfactory Poor Very poor
Interpretation: it is inferred from the above table that the Sales promotion technique of its newly launched product Nimbooz is satisfactory in the eyes of retailers. 66 | P a g e
12. Sales impact of prime location of visi-cooler.
Option Highly increased Medium increased Low increased No effect Total
Respondents 37 29 20 14 100
%age 37 29 20 14 100%
prime location impact on sale
14% 37% 20% Highly increased Medium increased Low increased No effect
Interpretation: from the above chart we can conclude that the location of visi-cooler in outlet play very vital role in improvement of sales. 67 | P a g e
Display of crates as a part of Merchandising in outlet.
Crate display 2 to 4 4 to 6 6 to 8 More than 8 Total
Respondents 27 42 20 11 100
%age 27 42 20 11 100%
11% 27% 20% 2 to 4 4 to 6 6 to 8 More than 8
Interpretation: from the above chart we can infer that 42% outlets are displaying the 4 to 6 crates as a part of merchandising. 68 | P a g e
14. Problem solving approach of PepsiCo officials.
Option 1 to 2 days 2 to 3 days 3 to 4 days More than 4 Total
Respondents 21 15 19 45 100
%age 21 15 19 45 100%
problem solving approach
1 to 2 days 2 to 3 days 15% 3 to 4 days More than 4
Interpretation: from the above chart we can conclude that PepsiCo is not considering much focus on retailer‘s problem. 69 | P a g e
15. Satisfaction from execution done by PepsiCo.
Option Yes No Can‘t say Total
Respondents 24 68 08 100
%age 24 68 08 100%
Satisfaction from execution
Yes No Can’t say
Interpretation: from the above chart we can infer that 68% of the retailers are not satisfied by the execution done by PepsiCo at their outlet. 70 | P a g e
FINDINGS, SUGGESTIONS & CONCLUSION
On the basis of questionnaire I have found that sale of mountain dew is more as compare to the other soft drink brand of PepsiCo. Most of the retailers like free bottles scheme because it is more profitable than monopoly & target based benefit respectively. I was also observed that official‘s behavior is not up to the mark because there are lots of complained by retailers regarding visit of the official‘s at their outlet. Majority of the retailers are satisfied with the performance level of their visi-cooler It has seen that retailers are not happy about the activation of planogram. They think that it is affecting their sale. 58% of the respondents sells 4 to 6 crates in a day, while 23% retailers sells more than 6 crate each day. Peak session of sales of soft drink is April to June, 56% retailers agree with this statement; while 44% said that peak session is July to Sep. There is a very good response of newly launched product Nimbooz. Prime location of visi-cooler plays very vital role in improvement of soft drink sales. 42% of the retailers display 4 to 6 crates as a part of merchandising, while 27%, 20%, & 11% are followed by displaying 2 to 4, 6 to 8, & more than 8 respectively. 45% of the retailers are unhappy with PepsiCo because they are very careless about sorting out their problem. I have found that 68% of the retailers are not satisfied with the execution done by PepsiCo.
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PepsiCo should start the manufacturing of its own packaged water pouch under the brand of Aquafina so that there will be no problem of Visi-impurity. From this step PepsiCo‘s product line as well as its revenue would be increased. Company should motivate their competent and honest salesman so that they could provide schemes to the retailers & make them happy Supply van from warehouse should be departed on time so that there would be no delay in delivery of product. From this step retailers will be happier. It is often seen that some salesman‘s don‘t intimate schemes to the retailer & few of the retailer complaint about it. So there should be frequent visits of
Customer Executives to their respective areas to keep the shop-keepers benefited with various schemes. Most of the retailers are complaining about nonfulfillment of commitment regarding their leakage & breakage. Company should make sure that the retailers get fulfill their commitment on this issue so that they will be satisfied. PepsiCo should try to give some credit facility to the distributors & retailers so that they can bring brands more than their credit worthiness & try to sell
maximum no of SKU from their outlet. Proper feedback system should be develop by its officials & ensure a randomly visit of outlet by them. It will help to build a strong & healthy relationship between company & retailer 72 | P a g e
The study reveals that the market share of Pepsi in Rawatpur to & Ashok nagar is area is 61% as
having a clear edge over Coca -Cola. after sales of Pepsi is not up to
satisfaction level is because, I found that few retailers are active in display of Visi coolers and glow sign boards provided by the company. But in few outlets display system is out of order or not properly working for the last few months or a year, thus Pepsi management being casual in this area. The rival company Coca -Cola being very quick in this area. Number of route vehicles for delivery of goods is less than the required on e for proper coverage of whole area of Kanpur. Thus, just -in-time and efficient delivery is affected. Comparative advantage of Pepsi -field sales
personals are there to keep an eye on the whole market arises. and Two to approach where the problem for
commun ications Whereas
Company is weak in this fields. The study reveals the immediate steps are not taken in the replacement of damaged or
breakage goods. The rival company. Coca -Cola is very quick in this area and efficient also.
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(point-of-purchase) Kanpur region. The
supplying gift items or incentive is not carried out on scheduled time. The study reveals th at in prompting soft drinks in a market, advertising media like glow sign boards, hoardings, painting etc. plays a vital role in grabbing interest of an outlets to sell soft drinks. Some areas of Kanpur region are not equipped somehow with these advertisin g
media. This media of advertising is used by both the companies (Pepsi & Coca -Cola) only for its consumer. This helps the company to let the consumer know what their product is all about to an edge its competitors. The study reveals that the Cola flavor o f Pepsi is very mild in taste as compared to the Cola brand of coca-cola, Thumps up.
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G.C. Beri, Marketing Research, 3rd edition, Mc Millan India Ltd. Ramaswamy & Namakumari, Marketing Management, 3rd edition, Mc Millan India Ltd. Philip Kotler, Marketing Management, 11th edition, Prentice hall of India. C.R. Kothari, Research Methodology Swapna pradhan, Retailing Management, 2nd edition, TATA McGraw-Hill publishing co.
www.Pepsico.com www.Pepsizone.com www.google.com www.pepsiindia.com www.wikipedia.com www.scribd.com 75 | P a g e
Name of outlet: Contact no. Outlet ID: Owner‘s name:
.………………………… .………………………… …………………………. ………………………….
Type of outlet: (a) Convenience (c) Eatery (b) Grocery (d) Pan shop
(1) Which brand you sell the most from your outlet? a) Pepsi c) 7up e) Slice (2) Did the advertisement affect the sale of your outlet? a) Yes b) No b) Mirinda d) Mountain Dew
(3) How many times you faced the shortage of the popular brand of PepsiCo in a session? a) 0 times 76 | P a g e b) 1 times
c) 2 times
d) more than 2 times
(4) Which type of scheme‘s provided by PepsiCo attracts you? a) Free bottles on crate c) Brand Display scheme b) Monopoly discount d) Target based benefits
(5) What kind of behavior do officials have? a) Excellent c) Satisfactory e) Very poor (6) What is the performance level of Visi-cooler? a) Excellent c) Satisfactory e) Very poor (7) What do you think about Plano gram (POG)? a) Strictly followed c) Followed with some changes b) wastage of time d) useless b) good d) poor b) good d) poor
(8) On an average customer visit, what is the status of Visicharging? a) 0-20% c) 41-70% (9) How many crates you sell in a day? a) 1 to 2 c) 4 to 6 77 | P a g e b) 2 to 4 d) more than 6 b) 21-40% d) more than 70%
(10) In which session sale of soft drink is more? a) Jan. to Mar. c) July to Sep. b) April to June d) Oct. to Dec.
(11) In your opinion, up to what extent sales promotion technique of PepsiCo regarding Nimbooz has been succeeded? (Level wise) a) Excellent c) Satisfactory e) Very poor (12) What is the impact of prime location of Visi-cooler on your sale? a) Highly increased c) Low increase b) Medium increase d) No effect b) Good d) Poor
(13) How many crate‘s you display in the premise of your outlet as a part of merchandising? a) 2 to 4 c) 6 to 8 (14) PepsiCo sort out your problem withina) 1 to 2 days c) 3 to 4 days b) 2 to 3 days d) more than 4 days b) 4 to 6 d) more than 8
(15) Are you satisfied with the execution done by PepsiCo at your outlet? a) Yes c) Can‘t say b) No
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