I hereby declare that the project entitled “STUDY OF DISTRIBUTION CHANNEL STRATEGY OF THE PEPSICO FOR THE POSITIONING OF THE PRODUCT” was done by me under the guidance of Mr. Govind Prasad, Asst. Professor, Institute of Technology& Sciences, in partial fulfillment of the requirement for the award of the degree of Post Graduate Diploma in Management. I assure that the work is original and has not been submitted earlier to this Institute or to any other institution.


There is always a sense of gratitude one expresses to others for the helpful and needy service they render during all phases of life. I have completed this Project with the help of different personalities. I wish to express my gratitude towards all of them. I would also like to thank my mentor Asst. Prof. Dr. Govind Prasad for steering my confidence and capability for giving me insight into my project by giving me exposure to the arena of competitive and real world. Lastly I would like to thank my parents and friends for their constant support during the duration of my Dissertation. I am highly indebted to Prof Parul Malik (Chairperson, ITS Ghaziabad) for providing me an opportunity to work for the dissertation on wonderful topic “STUDY OF DISTRIBUTION CHANNEL STRATEGY OF PEPSICO FOR THE POSITIONING OF THE PRODUCT” I also thank Dr. Manoj Kumar Dash (Faculty guide), ITS Ghaziabad who has supported and guided me for the data collection, compilation and interpretation, with the valuable insights into the completion of this project. Last but not the least my heartfelt love for my parents, whose constant support and blessings helped me throughout this project.

Table of Content Research Title Declaration Acknowledgement Literature Review Objective Summary about the company Marketing overview of PepsiCo in India Sales and Distribution network of PepsiCo Sales and Marketing Hierarchy of PepsiCo Five forces effecting the environment Research Methodology Limitation SWOT Analysis Observations Findings Recommendations Conclusion Bibliography Questionnaire 1 2 3 1-2 3 4-20 21-31 31-34 35-40 41-43 44-63 64 65-67 68 69 70-71 72 73 74-75 .

PepsiCo maintained its market dominance for many more years to come. largest and most successful beverage and snack food companies in the world. However. PepsiCo was founded by Caleb Bradham in 1902 in USA. These two brands still constitute a bulk of sales for Coca Cola India. This move by PepsiCo adversely affected its position of a market leader because while PepsiCo discontinued the use of Slums in its distribution network. this advantage slipped and PepsiCo had to concede the market leadership to Coca Cola India. However. Soon after entering the beverage segment PepsiCo Established its dominance in the market owing to its expertise in sales. Acquisition of well-established and favored brands like Thumps Up and Limca by Coca Cola India. marketing. Distribution channel is having an important role in positioning of the product because we know that distribution channel is tool by which we can make reach our product to the final consumers Discontinuation of slums in the distribution network by PepsiCo. PepsiCo entered India in 1989 in a joint venture with Punjab Government. .LITERATURE REVIEW PepsiCo is one of the oldest. Several actors were responsible for this development. PepsiCo India very soon started its beverage operations in collaboration with the R K Jaipuria group. the most important are. operations and local collaboration. In its pursuit of never ending growth and expansion. it was able to snatch considerable market share from PepsiCo. Today PepsiCo and its affiliates operate in more than 140 countries in the world and generate revenues in excess of $ 40 Billion. Coke continued it and within one year. But.

interviews and questionnaires. The above-mentioned objectives can be achieved by carrying a proper and planned research involving different types and methods.To explore the reasons behind these developments this study will analyze the marketing initiatives and policies of PepsiCo India in detail with particular focus on its partner relationship management. . The data collected for research is primary and secondary. The data collection and analysis paves way for the recommendation ad conclusion of the study that reveals some important findings regarding the strategy and corporate structure and strategy of PepsiCo India. The data collected for laid the foundations for the study and gave a platform for the analysis and findings which lead to the fulfillment of the objectives. Primary data is collected by observation.

 To know the importance of Distribution channel strategy in Positioning of the product.  Perception of retailers towards the distribution channel of the PepsiCo.OBJECTIVE OF PROJECT  TO know distribution channel Strategy of PepsiCo.  How strong relationship PepsiCo has with the distributors and retailers. .  Perception of consumer towards the PepsiCo product. Sub Objective:  TO know the PepsiCo planning towards the distribution channel strategy.

PepsiCo International : PepsiCo.106 Billion (2008) : 185. Illinois. U. U.000 (2008) : PepsiCo Americas (PepsiCo Americas Food.Summary about the company Type Founded Headquarters Area served Key people Industry Products : Public (NYSE: PEP) : Chicago. New York.142 Billion (2008) : ▲ USD 35.S.935 Billion (2008) : ▲ USD 5. : Worldwide : Indra Krishnamurthy Nooyi (Chairwoman).S.com Nimbooz Revenue Operating income Net income Total assets Total equity Employees Divisions Website .251 Billion (2008) : ▲ USD 6. (President) & (CEO) : Food Non-alcoholic beverage :Pepsi Diet Pepsi Mountain Dew Sierra Mist StarbucksFrappuccino LiptIcedTea 7up Izze Tropicana Products Copella Naked Juice Gatorade PropelFitnessWater Quaker Oats Lay's Doritos Cheetos Fritos RoldGold Ruffles Tostitos Slice : ▲ USD 43. PepsiCo Americas Beverages). (1965) : Purchase.994 Billion (2008) : ▲ USD 12.

That year. Pepsi encouraged price-watching consumers to switch. During the Great Depression.000 bottles of Pepsi were consumed. Initially priced at 10 cents.. but when the price was slashed to five cents. the company went bankrupt again.000. the campaign succeeded in boosting Pepsi's status. In 1936 alone 500.968 gallons of syrup. Eight years later. In 1926. the Pepsi-Cola Company went bankrupt during the Great Depression. the logo was changed again. and was later named Pepsi Cola possibly due the digestive enzyme pepsin and kola nuts used in the recipe.848 gallons. With a radio advertising campaign featuring the jingle "Pepsi cola hits the spot Twelve full ounces." arranged in such a way that the jingle never ends. Assets were sold and Roy C. Coming at a time of economic crisis. Guth then had Loft's chemists reformulate the Pepsi-Cola syrup formula. Bradham sold 7. Pepsi received its first logo redesign since the original design of 1905. In 1929. . Pepsi-Cola's profits doubled. too Pepsi-Cola is the drink for you. The next year. He sought to replace Coca-Cola at his stores' fountains after Coke refused to give him a discount on syrup. From 1936 to 1938. In 1903. invigorating. In 1929. a fine bracer before a race".History of the company It was first introduced in North Carolina in 1898 by Caleb Braham who made a pharmacy which sold the drink which was known back then as "Brad's Drink". Loft was a candy manufacturer with retail stores that contained soda fountains.refreshing. sales increased substantially. Braham sought to create a fountain drink that was delicious and would aid in digestion and boost energy. automobile race pioneer Barney Oldfield endorsed Pepsi-Cola in newspaper ads as "A bully drink. the President of Loft Inc. Braham moved the bottling of Pepsi-Cola from his drugstore into a rented warehouse.in large part due to financial losses incurred by speculating on wildly fluctuating sugar prices as a result of World War I. Pepsi's assets were then purchased by Charles Guth. and sales increased to 19. obliquely referring to the Coca-Cola standard of six ounces per bottle for the price of five cents (a nickel). Megargel bought the Pepsi trademark. Pepsi was sold in six-ounce bottles. instead of the 12 ounces Pepsi sold at the same price. Pepsi gained popularity following the introduction in 1936 of a 12-ounce bottle. In 1931.. that's a lot / Twice as much for a nickel. sales were slow.

then ensued. with the case reaching the Delaware Supreme Court and ultimately ending in a loss for Guth. Since he had initially used Loft's finances and facilities to establish the new Pepsi success. Pepsi's success under Guth came while the Loft Candy business was faltering.1940s advertisement specifically targeting African Americans. the near-bankrupt Loft Company sued Guth for possession of the Pepsi-Cola company. Loft. A long legal battle. Guth v. .

in 2004. this was the European standard for water. CSE found that the Indian-produced Pepsi's soft drink products had 36 times the level of pesticide residues permitted under European Union regulations. when the use of foreign brands was allowed. 2004. including multinational giants PepsiCo and The Coca-Cola Company. arguing that lab tests aren't reliable enough to detect minute traces of pesticides in complex drinks." Indeed. Tested products included Coke. Both companies continue to maintain that their products meet all international safety standards without yet implementing the Supreme Court ruling. 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. PepsiCo bought out its partners and ended the joint venture in 1994. a non-governmental organization in New Delhi. Fanta. India. No law bans the presence of pesticides in drinks in India. who have been pressuring the government to close down the PepsiCo unit in the village. 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 2006. a breakdown of the immune system and cause birth defects. On December 7. Coke and PepsiCo opposed the move. said aerated waters produced by soft drinks manufacturers in India. the ban was lifted. Thums Up. The CocaCola Company and PepsiCo together hold 95% market share of soft-drink sales in India. malathion and chlorpyrifos — pesticides that can contribute to cancer. India's Supreme Court ruled that both PepsiCo and competitor The Coca-Cola Company must label all cans and bottles of the respective soft drinks with a consumer warning after tests showed unacceptable levels of residual pesticides. Pepsi.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. contained toxins. Limca. including lindane. not for other drinks. for having refused to release the list of its ingredients and in 1993. PepsiCo has also been accused by the Puthussery panchayat in the Palakkad district in Kerala. is now trying to develop the world's first pesticides standards for soft drinks. and Sprite. in 1970. Mirinda. But an Indian parliamentary committee. the Centre for Science and Environment (CSE). This joint venture marketed and sold Lehar Pepsi until 1991. Others claim that firstly Pepsi was banned from import in 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." In 2003. including both Pepsi and Coca-Cola. 7 Up. Coca Cola's 30 times. the CSE again found that soda drinks. backed up CSE's findings and a government-appointed committee. Both PepsiCo and The Coca-Cola Company . DDT. However. These controversies are a reminder of "India's sometimes acrimonious relationship with huge multinational companies. As of 2005. CSE said it had tested the same products in the US and found no such residues. with Pepsi arriving on the market shortly afterwards. had high levels of pesticides in their drinks.

included more than thirty different backgrounds on each can. Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up a blind tasting between Pepsi-Cola and rival Coca-Cola. to coincide with the United States bicentennial celebration. RKO Bottlers in Toledo. along with other soft drinks. Pepsi logo (1973-87). but this was reversed by the Kerala High Court merely a month later. sale and production of Pepsi-Cola. the strategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that "helped redefine promotion marketing. In 1976 Pepsi. Five other Indian states have announced partial bans on the drinks in schools. One of their background designs includes a string of repetitive numbers 73774. Denise Muck. By 2002. Marketing Strategy of Pepsi In 1975." In 2007. and for the first time.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." . the font was modified slightly to a more rounded version which was used until 1991. colleges and hospitals. This is a numerical expression from a telephone keypad of the word "Pepsi. introducing a new background every three weeks. PepsiCo launched the highly successful Pepsi Stuff marketing strategy. PepsiCo redesigned their cans for the fourteenth time. During these blind taste tests the majority of participants picked Pepsi as the better tasting of the two soft drinks. In 1987. Ohio hired the first female Pepsi salesperson. fruit and dairy products. PepsiCo took great advantage of the campaign with television commercials reporting the test results to the public. In the Indian state of Kerala. was banned by the state government in 2006. In 1996.

Since 2007. Also in 4th quarter of 2008 Pepsi teamed up with Google/Youtube to produce the first daily entertainment show on Youtube. and Gatorade have had a "Bring Home the Cup™." changed to "Team Up and Bring Home the Cup™. as the new logo looked strikingly similar to the logo used for Barack Obama's successful presidential campaign. pictures or essays) for a chance at winning a party in their hometown with The Stanley Cup and Mark Messier. internet viral videos. . Due to the timing of the new logo release. In 2009. National Hockey League and Major League Baseball." The new installment of the campaign asks for team involvement and an advocate to submit content on behalf of their team for the chance to have the Stanley Cup delivered to the team's hometown by Mark Messier. implicating a bias towards the President. The redesign was comparable to Coca-Cola's earlier simplification of their can and bottle designs. Hockey fans were asked to submit content (videos. The Pakistan cricket team are just one of the teams that the brand sponsers. Poptub is refreshed daily from Pepsi. Currently using with Pepsi Wild Cherry and Pepsi ONE) In late 2008. some have criticised the logo change. Pepsi has official sponsorship deals with three of the four major North American professional sports leagues: the National Football League. The team wears the Pepsi logo on the front of their test and ODI test match clothing." contest for Canada's biggest hockey fans. Lay's. simultaneously introducing a new logo and a minimalist label design. "Bring Home the Cup™. Pepsi overhauled their entire brand. Pepsi also has sponsership deals in international cricket teams. Pepsi also sponsors Major League Soccer. Pepsi. and celebrity gossip.Pepsi’s logo (2003-09. This daily show deals with pop culture.

Slogans of Pepsi • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • • 1939-1950: "Twice as Much for a Nickel" 1950: "More Bounce to the Ounce" 1950-1957: "Any Weather is Pepsi Weather" 1957-1958: "Say Pepsi. and Pepsi's Got a Lot to Give" 1975-1977: "Have a Pepsi Day" 1977-1980: "Join the Pepsi People (Feeling Free)" 1980-1981: "Catch That Pepsi Spirit" David Lucas composer 1981-1983: "Pepsi's got your taste for life" 1983-1984: "Pepsi Now! Take the Challenge!" 1984-1991: "Pepsi. 1969-1975: "You've Got a Lot to Live. Blige 2007-2008: "More Happy"/"Taste the once that's forever young" (Michael Alexander) 2008: "Yeh hai Youngistaan Meri Jaan!" (Hindi)(Urdu .meaning "This is the Young era my dear" (India and Pakistan) .meaning "Freedom of the Heart")(India) 2003: "It's the Cola"/"Dare for More" (Pepsi Commercial) 2003-2005: "Yeh Pyas Hai Badi" (Hindi meaning "This thirst is too much") (India) 2005-2006: "An ice cold Pepsi. Please" 1958-1961: "Be Sociable. 1994-1995: "Double Dutch Bus" Pepsi song sung by Brad Bentz. Blige) 2000-2003: "Aazadi dil ki" (Hindi . Get Stuff. The Choice of a New Generation" (commercial with Michael Jackson. 1998-1999: "It's the cola" (100th anniversary commercial) 1999-2000: "For Those Who Think Young"/"The Joy of Pepsi-Cola" (commercial with Britney Spears/commercial with Mary J. 1995: "Nothing Else is a Pepsi" 1995-1996: "Drink Pepsi. featuring Pepsi version of Bad) 1990-1991: "You got the right one Baby UH HUH" ( sung by Ray Charles for Diet Pepsi ) 1991-1992: "Gotta Have It"/"Chill Out" 1992-1993: "Be Young. Drink Pepsi" 1993-1994: "Right Now” Van song for the Crystal Pepsi advertisement. Have Fun.with the Spice Girls." Pepsi Stuff campaign 1996-1997: "Pepsi: There’s nothing official about it" (During the Wills World Cup (cricket) held in India/Pakistan/Sri Lanka) 1997-1998: "Generation Next" . 1967-1969: "(Taste that beats the others cold) Pepsi Pours It On". You're in the Pepsi Generation". featuring Pepsi version of Billie Jean) 1986-1987: "We've Got The Taste" (commercial with Tina Turner) 1987-1990: "Pepsi's Cool" (commercial with Michael Jackson. Have a Pepsi" 1961-1963: "Now It's Pepsi for Those Who Think Young" 1963-1967: "Come Alive. It's better than sex!" (Larry Sypolt) 2006-2007: "Why You Doggin' Me"/"Taste the one that's forever young" Commercial featuring Mary J.

meaning "Wanna Pepsify!") (Pakistan) (Featuring. Adnan Sami and Annie) 2008-2009: "Something for Everyone.• • • • • 2008: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake) 2008: "Рepsi is #1" Тv commercial (Luke Rosin) 2008: "Pepsify karo gai!" Commercial (Urdu (Hindi ." 2009-present: "Refresh Everything" and (during many commercials) "Every Generation Refreshes The World" .

Determine demand by past sales and future marketing.Pepsi Input – Processing – Output Model Input Supply 1. Manage supply ingredients to ensure availability to produce products. . 2. Sales 1. Ensure quick storage and inventory processes to maintain freshness and quality. Maintain purified water supply for quality and availability to produce products. Ensure best technology is available to produce products and mix ingredients. Manufacturing 1. 2. Adjust quantities produced in real time to meet appropriate demand. 2.

2. Maintain purified water supply so ensure continuance of production. 2. 2. Meet any new demand or competition with products and consumer needs. Ensure proper packaging to ensure quality and freshness in products. Keep positive distribution levels to all sales outlets to maintain positive sales.Output Supply 1. Maintain quick local distribution to ensure freshness and quality products. . Determine inventory of ingredients to order new supplies. Manufacturing 1. Sales 1.

these rings snap when cans are removed from the connectors. Pepsi is also very concerned about the environment and has a separate set of goals. Earnings per share grew by 22%. further reducing the likelihood of any negative environmental impact. sixteen of their brands sell more than one billion dollars each at retail. in 1992 Pepsi-Cola replaced its can holders with plastic ring connectors. Pepsi was one of only 20 companies honored by the U. our business partners and the communities in which we operate. Their overall volume grew by 5%. Environmental Protection Agency (EPA). 2003 alone was a strong year. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees. photo-degradable additives break down these connectors into small particles when they are exposed to sunlight. around the world. And. They have six of the fifteen largest-selling brands in U. In 1995.S Supermarkets. Total return to shareholders was 12%. Pepsi has grown faster than both the S&P 500 and their industry group over the past four years." . Division net revenue grew by 8%. For example. Division operating profit grew by 10%. Using a break-apart concept. And in everything we do. EPA Administrator Carol Browner called the efforts of Pepsi to reduce solid waste "a notable achievement.S. greatly reducing the risk of entanglement for wildlife. fairness and integrity. Our goal is to have the least possible impact on the environment and so far we have been very successful. In addition.Pepsi’s Mission The mission of Pepsi is to be the world's premier consumer Products Company focused on convenient foods and beverages. we strive for honesty.

A third goal of Pepsi is to achieve a diverse workforce. “PepsiCo has long been dedicated to instilling the broadest possible base of diversity within our own company and among the companies who serve us. Their CEO offers this quote. minorities. and is a strong advocate of diversity within our communities. They see that offering a workplace where diversity is valued helps them build the top-quality workforce so crucial to their success by enabling them to attract and retain great people from a wide spectrum of backgrounds. They view diversity as a key to their future. Pepsi knows that understanding different cultures is a major advantage.” This intense dedication to diversity has led to many awards that include being named a top 50 company for diversity by DiversityInc. Fortune magazine ranked Pepsi number nine for best companies for .

If Pepsi does not try hard in experimenting new products they know someone else could steal the market with similar ideas. timeliness. accuracy. In order to make a firm successful in the marketplace this view must penetrate all the other views together. in order to dominant the market globally as well as in the U.S. Narrowing down its different products towards different type of population. It forecasts and plans the different components in the business dimension that are going to affect the future of the company. there is no business. and accessibility. Introducing new ways to approach the market or launching a new product needs good understanding of the target population. Pepsi comes with different flavors or even changes . especially for a multinational company like. MARKETING VIEW-: The marketing view is the backbone of business dimension in case study of Pepsi. Advertising is a very vital part in the marketing view because it brings the consumers and Pepsi together which determines the demand. As seen among these globally operating beverage companies. exclusiveness. which is done through the marketing view. Through the marketing view Pepsi tries to reach to its existing as well as future customers. Pepsi. for example. PRODUCT VIEW-: The product view of Pepsi reflects the launch of new products every six months. Pepsi and Coke. Therefore. If there is no product.Business Views These are the three different views to explain Pepsi in terms of relevance. in order to stay competent in the market they invent new products to attract more customers and please the existing ones. A competent market strategy is very important in today’s competitive market.. Sprite among buyers for various products within the company.

producers. These supply–chains in different countries are controlled by one main headquarter. If you look according to the accessibility view you can also see those vending machines everywhere for your conveniences. By doing this. This company started with just plain soda and since then has been trying to add more products to its existing line. to have bottling plants in all the countries they sell the products is necessary. and energy drinks.the looks of bottles. juices. . The interorganization structure of the company has different divisions. the distributors deliver to the suppliers. LOGISTIC VIEW-: The logistic view is a very important part of the globally operating companies. Pepsi Company’s organization is divided into four areas covering Asia. Africa. Europe and America. These four subdivisions are further narrowed among the countries in these continents. Pepsi has wide variety of beverages like soft drinks. there exists a well-established connection between the suppliers. and the suppliers sell it to the retailers and finally to the consumers. For Pepsi. The manufacturing plant makes and bottles the product. water. distributors and consumers.

Above figure shows the market share of the beverages players. In this war of soft drink in between Pepsi and thums up thums up has won this war by 15.In the Market 1.4% market share. 3.7% of market share. Pepsi has only 13. And limca got the fifth rank. Pepsi is on the 3rd rank with 13. First figure shows that thums up has the largest market share in top five soft drink players.2% market share. In the market coke is on 1st rank with the 38% of market share and Pepsi has 21. Second figure shows the market share covered by beverage players. . 2. Third figure shows the battle between the product of different brand but same flavor.2% of market share in cola market.

The group added another feather to its cap when the prestigious PepsiCo “International Bottler of the Year” award was presented to Mr. Headed by Mr. Jaipuria for the year 1998 at a glittering award ceremony at PepsiCo’s centennial year celebrations at Hawaii. founder of PepsiCo Inc. Varun Beverages Ltd. food and beverages. K. K. Food Chain and Education. is the flagship company of the group.PEPSICO INDIA WITH RKJ GROUP: Vision Being the best in everything we touch and handle. Kendall. R. the group as on today can lay claim to expertise and leadership in the fields of education. Pepsi Foods Limited. It has total 46 Pizza Hut Restaurants & 1 KFC Restaurant under its company. The business of the company was started in 1991 with a tie-up with Pepsi Foods Limited to manufacture and market Pepsi brand of beverages in geographically pre-defined territories in which brand and technical support was provided by the Principals viz. in the presence . The manufacturing facilities were restricted at Agra Plant only. USA. The award was presented by Mr..The group also became the first franchisee for Yum Restaurants International [formerly PepsiCo Restaurants (India) Private Limited] in India. Our services touch different aspects of commercial and civilian domains like those of Bottling. Donald M. It can be said with absolute certainty that the RKJ Group has carved out a special niche for itself. It has exclusive franchise rights for Northern & Eastern India. Mission Continuously excel to achieve and maintain leadership position in the chosen businesses. and delight all stakeholders by making economic value additions in all corporate functions. R. Jaipuria.

Strategic Divisions: PepsiCo India consists of different divisions that include Beverage division. Mr. PepsiCo Inc.of Mr. Snack food division and the Restaurant division (Yum Restaurants India Pvt. The heads of these divisions are in charge of their respective areas and are accountable for the proper functioning of all the regions.O. Roger A.).. PepsiCo India divided its beverage division into different operating divisions. Chairman of the Board & C. These divisions work as separate SBU’s and have their separate management. the 41st President of USA. Enrico. President of Pepsi Cola Company. George Bush. The FOBO’s also report to the regional heads apart from the COBO’s. Ltd. . Craig Weatherup.E. and Mr. The heads of these divisions report directly to the CEO.

distributors. The target customer for PepsiCo is primarily the youth. banking and insurance companies. manufacturer representatives and others who facilitate finding and selling to customers.CSD category. snack food (from the snack food division i. dealers and the target customers. PepsiCo does not manufacture the refrigerators. One of the most vital products required in the operation is Refrigerator. sports drinks. This will be explained later under the section of ‘Place’. in the 4 P’s segment. The dealers and distributors include agents. juice based drinks. transportation companies. energy drinks. Suppliers include the material and service suppliers such as marketing research agencies. The distributors and dealers are part of the sales and distribution network.MARKETING OVERVIEW OF PEPSICO INDIA Marketing Environment: Marketing environment is the overall environment in which a Company operates. these include fruit based non-carbonated drinks. and telecommunications companies. PepsiCo has started targeting this segment by offering products in the Non.e. suppliers. The main players are the company. brokers. But. Task Environment Task Environment includes the immediate players involved in producing. instead they are supplied by different vendors who get time bound contracts from the company. This consists of the Task Environment and the Broad Environment. advertising agencies. These include the Pet bottles and the Glass bottles. The suppliers for PepsiCo India include the bottle suppliers for the soft drinks. . ‘Frito Lay’). distributing and promoting the offering. because of increasing competition from Coke PepsiCo has expanded its target customer base which now includes people who are prospects for beverages beyond the CSD category.

Value Delivery Process: The value delivery process consists of the value creation and delivery sequence. The first phase. political – legal environment. technological environment. Each of these value phases has different cost implications. The task in the third phase is communicating the value by utilizing the sales force. advertising. . This includes six components: demographic environment. physical environment. Marketing is required to segment the market. and other communication tools to announce and promote the product. Companies need to pay close attention to the trends and developments in these environments and make timely adjustments to their marketing strategies in order survive and succeed in the market. represents the homework done by the marketing department before the product exists. sales promotion. This is known as Segmentation. This is done in three phases. prices and distribution. Targeting and Positioning and is the essence of strategic marketing.Broad Environment: This contains forces that can have a major impact on the players in the task environment. Marketers need to determine specific product features. Once the business unit has chosen the value. This will be explained in detail in the strategic marketing segment. economic environment. the second phase is providing the value. select the appropriate the target market. choosing the value. and socio – cultural environment. and develop the offering’s value proposition.

Choose the Value (Strategic Marketing) Customer Segmentation Market Selection / Focus Value Positioning Provide the Value (Tactical Marketing) Distributi on / Servicing Sourcing / Making Pricing Service Develop ment Product Develop ment Communicate the Value (Tactical Marketing) Sales Force Sales Promotion Advertising Value Creation and Delivery Sequence .

Operations – Operations primarily includes all the bottling plants. they are water and the concentrated salt that is used to produce the final product. This model proposes that every firm is a synthesis of activities performed to design. deliver and support its product. Primary Activities: Inbound Logistics – This involves bringing and procuring raw materials for the business. Of the 32 plants. . In order to be more precise only the primary activities in the value chain of PepsiCo India are analyzed. produce market. Currently there are 32 bottling planting in India that operate for PepsiCo. For the carbonated drinks industry only two raw materials are required.Generic Value Chain: Firm Infrastructure Suppo rt Activit ies Human Resource Management Technology Development Procurement Outbound Logistics Marketing and Sales Margin Inbound Logistics Operations Service Primary Activities The generic value chain is a tool to identify ways to create value for the customer. owned by R K Jaipuria Group. 15 are owned by PepsiCo and the rest 17 are (FOBO). For this purpose water is extracted from the ground and the concentrated salt is provided by PepsiCo India to all the plants in the country.

The only exception being leak or burst bottles. Price. namely. launching promotional for any launch or re launch of a product. They are required to collect all the damaged glass bottles and give to the respective salesperson who gives them the replacement within the next few days after getting it approved from the CE or ADC. This is one of the important factors for the success of Pepsi. from where it is sent to the C & F centers and the Distributor Points according to their demand. This includes maintaining excellent relations with its channel partners. Product. First the finished product from the bottling plants is sent to the depot or the territorial office. Marketing Mix / 4 P’s: Marketing Mix has been defined as the set of marketing tools that a firm uses to pursue its marketing objectives. while the replacement for glass bottles is provided between 25th and 30th of every month. . the shopkeeper gets replacement for plastic bottles from the salesmen instantly. Marketing mix decisions should be made to influence trade channels as well as final consumers. Place and Promotion. Marketing and Sales – The sales and distribution network of Pepsi is very strong and comprises of different layers and a dedicated sales force. including changes in the product and distribution channel as well. making huge investments in Advertising. These tools are classified into four broad groups. A firm can alter any of the four P’s accordingly. sponsoring various events.Outbound Logistics – The Outbound logistics of Pepsi can be divided into three stages. In that case. signing of Megastars as its brand ambassadors. To keep the company abreast with competition and to provide support to its channel partners and to increase the sales. PepsiCo puts lot of effort in its marketing activities. From the C & F centers and Distributor Points the product is sent out for sale in the market to the retailers. Service – In this industry after sales service is generally not required.

Whereas. from a buyers point of view. each marketing tool is designed to deliver a customer specific benefits according to his or her requirements.The four P’s represent the seller’s view of the marketing tools available for influencing buyers. Marketing Mix Target Market .

Marketing Variables: The Four P Components of the Marketing Mix Product Product Prod.Mirinda ( Lemon and Orange ). These include – Pepsi Cola. Variety Quality Quality Design Features Design Brand Name Features Packaging Sizes Brand Name Services Packaging Warranties Returns Sizes Place Channels Coverage Assortments Locations Inventory Transport Price List Price Discounts Allowances Payment period Credit Payments Promotion Sales Promotion Advertising Sales Force Pubic Relations Direct Marketing Services Warranties Returns Figure 4p’s: Product: Pepsi offers different variety of products ranging from carbonated to Non Carbonated Soft Drinks.Dew.Slice .Aquafina (Mineral Water) . Variety Prod.7 Up.Tropicana.

Pepsi does that by following one quality standard worldwide and according to the official website of pepsi. In our products. Specially in the case of Pepsi this is even more important because of the controversies and claims regarding the CSE report on Pesticides in Pepsi. 1200 ml. Each bottle and can undergoes a thorough inspection and testing process. the Co. 600 ml. Therefore pepsi has to maintain stringent quality norms and standards and norms. strict quality controls are followed to ensure that Pepsi-Cola products meet the same high standards of quality that consumers have come to expect and value from us. we take great care to ensure that the highest standards are met in everything we do. Additional quality control measures help to ensure the integrity of Pepsi-Cola products throughout the distribution process. 300 ml. 2 lt. state-of-the-art process that helps prevent any foreign material from entering the product. we strive for excellence because our consumers expect and deserve nothing less. Containers are then rinsed and quickly filled through a high-speed. “At every step of our manufacturing and bottling process. there are nearly 42 SKU’s which are monitored and regulated on daily basis. packaging. We promise to work toward continuous improvement in all areas of our organization”. We also follow strict quality control procedures during the manufacturing and filling of our packages. marketing and advertising.These Products come in different size – 200 ml. needs to address. Brand Name: . maintains that : “At every level of Pepsi-Cola Company. Product Quality: This is one of the most important aspects that any Co. from warehouse to store shelf”.

This is the most important thing any Co. Pepsi has successfully done that for so many years. sale of 2 lt. Different packaging also affects the usage pattern of the product in various markets. stay. Discounts: Discounts are provided to Wholesalers and Slums but there is no discount for retailers. Dravid etc. e. Services. Packaging and Size : The products are available in packaging and sizes. The discounts are negotiated directly with the Company and the C&F or the Distributor point is not involved in the price negotiation. ganguly. Returns : There are no warranties and services (post sales) provided for these products but there is provision of returns in case there is any problem with the product. . But the sale of 200 and 300 ml bottles is high in areas where people in the lower income group bracket stay. leak or burst bottle. Pet Bottles and Glass Bottles (in 200 and 300 ml). Sachin. half filled bottle etc. Warranties. The pet or plastic bottles are returned the same day and a replacement is provided for the same but in the case of glass bottles the retailer has to collect all the burst bottles and return it to the salesman around 25th of every month to get a replacement. Different packaging is also provided for different products like Tetra Packs. Salesmen are not authorized to make any change. e. g. bottles is high in areas in which middle and high income group customers stay.) that attracts to the youth and this is one of the main reason for the success of Pepsi. Price: List Price: The Price of each product is fixed and there is no discrepancy. This is done to facilitate the use according to the requirements of the Customer.g. alteration or give discounts unless authorized by the Company. Pepsi has targeted the youth and has invested heavily in advertising and building a brand image (by launching several campaigns and roping in mega stars such as Shahrukh. The sale of 600 ml bottles is high in areas where students etc. in this Business needs to do if it wants to remain and succeed in the Business.

Coverage: Two things come under market coverage.Allowances: Allowances are given to salesmen on achieving their daily targets. There are different intermediaries in channels that facilitate the availability of goods to the consumer. The payment procedure is not flexible as the retailers are required to make on the spot payments. At times. the Salesman either shows a shortage or pays the rest of the amount by himself. These promotions are used from time to time depending upon the sale of the products. The Depot In charge (Sr. Payment period and Credit terms: No credit is provided. These are Market Reach and Market Penetration. they defer the payment and in that case. The wholesalers are also required to make in advance but at times they also defer the payment and make the payment at a later date. Promotion: Sales Promotion: This is the most frequently used form of promotion which is used to increase the sale of the selected product. Place: Channels: ‘Channels are independent organizations involved in the process of making a product or service available for use or consumption’. Market Reach can be termed as accessibility and Market Penetration can be termed as Frequency. . If the sale of any particular product declines or shows a declining trend then a suitable Sales Promotion Campaign is launched to increase the sale of that product. This target is given to every Salesman everyday before he goes on his designated route. C E / C E) gives the target to every salesman in consultation with the TDM.

The advertising account of Pepsi is handled by JWT (J Walter Thomson) in association with the Corporate office of PepsiCo India. Sales Force: There is a dedicated sales force at every C&F and Distributor point. Every Salesman is assigned a specific route that he has to cover every day. registration for the scheme. These include informing the retailer about the promotional scheme. Pepsi believes in maintaining good and healthy relations with all its Channel partners and every other person in the value chain. This has helped Pepsi in maintaining an extremely competitive position in the market in spite of the continuous onslaught from Coca Cola. The Salesman is also assigned the task of registering maximum possible outlets on his assigned route. The Salesman has to take care of all the Shops on the designated route and address and inform (to the Sr. . terms and conditions of the scheme etc. COBO (Company owned Bottling Operations) and FOBO (Franchisee owned Bottling Operations) have no say in the advertising campaigns and their planning. Public Relations: This is one important aspects related to the success of PepsiCo in India.Advertising: Advertising is done by PepsiCo. The Salesmen are also assigned the task of providing all the information to the retailers regarding the daily schemes and the details of all the promotion schemes launched from time to time. SALES AND DISTRIBUTION NETWORK OF PEPSICO INDIA. CE / CE) about any issue any retailer has on the route.


and the Salesmen at the C & F points are on the Company Payroll. . Everything at the Distributor point owned and managed by the distributor. Warehouses: These are Company or franchisee owned warehouses spread over various locations that cover the respective territories and come under the purview of their respective Area or Territory Offices. They get their stock directly from the Company and thus get special rates and extra discounts from the Company. Company (PepsiCo): PepsiCo India provides the salt to all the bottling plants in the Country that carry out the bottling operations. Wholesalers: These are smaller than C & F centers and Distributor points and get the stock directly from the Company or Franchisee.Initially the focus of the Company remains on reaching all the markets and then the Company shifts its focus on increasing the frequency of sales in the respective markets so that the sales and profitability of the Company can be increased. Stocks are sent from the bottling plants to these warehouses. The vehicles (Delivery Vans) are owned by the Company. COBO: These are Company owned bottling operations operating directly under the Company. Distributors: These are small. C & F Centers: These are the biggest centers in the distribution network and receive proper assistance from the Company (either COBO or FOBO). even the salespersons are on the Distributors payroll. R K Jaipuria group does all the franchisee-bottling operations for PepsiCo India. compared to C & F centers. Out of 32 bottling plants. PepsiCo owns 15. FOBO: These are Franchise owned bottling operations. The C & F center is owned by a private player and not by the Company. currently R K J Group has 17 bottling plants for Pepsi. from where they are sent to the C & F centers and Distributor Points.

Retailers get their stock from all the other channel members in the distribution channel. Wholesalers and Slums have different designated markets and are not supposed to operate in the market designated to any other player. Retailer: Retailers are the most important chain in the distribution channel of Pepsi as they are the only point of contact with the customers. All the different players in the distribution channel namely C & F centers. . Distributor points. they get special discounts from the C & F centers and Distributor points. However.Slums: They are generally smaller than the Wholesalers are.


The Unit Manager reports to the MUM. east. west) and report to the corporate office.Marketing Development Manager: MDM is responsible for all the marketing activities and their effectiveness within a territory.g. profit generation and profit maximization within the territory. logistics. marketing. and is in charge of a C & F center and the distributor point in the area.Unit Manager: In charge of day to day operations and supervision of all the functions within the organizations including operations.Area Development Coordinator: Reports to the TDM.In charge of specific zones (e. 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. displays and hoardings in the area. He is also responsible for cost effectiveness. He decides and approves the boards. sales and distribution. north. MDC .Marketing Development Coordinator: . south. TDM .Territory Development Manager: TDM is the in charge of the sales and distribution network of a particular territory within a zone. ADC is responsible for timely disposal of any issue faced by the retailers. MDM . UM . monthly and annual sales within the territory decides the daily schemes for products and incentives for salespersons. Responsible for the daily. ADC . Decides the format and time frame of the marketing and promotional activities and the incentives given to the retailers.

Also has to check whether retailers are following the guidelines of the . They report to the CE.Customer Executive: Reports to the ADC and is in charge of the salespersons. He is the first person to get information about the market / area and is the first contact if the salespersons or retailers face issue. and is in charge of carrying out all the marketing activities in the area. ME . Responsible for assigning and achieving daily sales target given to the salespersons.Marketing Executive: Reports to the MDC and is responsible for the daily functioning of the marketing activities in the including awareness of promotions in the market and the response in the market Salesperson: They are the most important asset for the company as they are the ones who sell the products. Marketing Assistant: Reports to the ME and is responsible for the distribution and usage of the displays and boards in the area.Reports to MDM. are responsible for acquiring new customers. Coordinates with the outside agencies for displays. 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 Vicioolers. and retain the old ones. Their work also includes informing the retailers about the promotions and any new scheme launched. boards. He is also responsible to keep a check on the expenditure of the marketing activities in the market. checks conducted in the market. CE . He is responsible for the execution and success of marketing and promotional activities. He is required to visit the market and accompany every salesperson as frequently as possible.

Pepsi is one of the most well known brands in the world today available in over 160 countries. Faced with the existing policy framework at the time. The government has approved more than US$ 400 million worth of investments of which over US$ 330 million have already flown in. One of PepsiCo’s key strategies was to develop a completely local management team. Pepsi took complete control of its operations. other displays and displays in the Vigicoolers. "Outside North America two of our largest and fastest growing businesses are in India and China. Pepsi has 15 company owned factories while their Indian bottling partners own 28. They report to the ME." (PepsiCo’s annual report. India is a key market for Pepsico. and at the same time the company has added value to Indian agriculture and industry.company regarding promotional displays. 1999) This reflects that India holds a central position in Pepsi’s corporate strategy. . With the introduction of the liberalisation policies since 1991. PepsiCo entered India in 1989 and is concentrating in three focus areas – Soft drink concentrate. snack foods and vegetable and food processing. The company has set up 8 greenfield sites in backward regions of different states. which include more than a third of the world’s population. the company entered the Indian market through a joint venture with Voltas and Punjab Agro Industries. PepsiCo intends to expand its operations and is planning an investment of approximately US$ 500 million in the next three years. The company has an extremely positive outlook for India.

Three major competitive advantages give PepsiCo India a competitive edge in the market place. Then only that competitive advantage can be transformed into a sustainable competitive advantage. They are: • Big Muscular Brands built through better market positioning and heavy investment in advertising and promotions. Any competitive advantage must be seen by customers as a customer advantage.Sustainable Competitive Advantage: Competitive advantage is a company’s ability to perform in one or more ways that its competitors cannot or will not match. this advantage is termed as sustainable competitive advantage. When a company is able to maintain that advantage a long period of time that gives it an edge over its competitors then. .

Marketing Communication consists of six major modes of communications called the marketing communication mix. Making it all work are the extraordinarily talented and dedicated people who are an integral part of PepsiCo India. Marketing Communication is the central instrument of making brand equity.• • Proven ability to innovate and create differentiated products through superior operating base. Powerful go to market system built with the help of superior relationship base and an impeccable sales and distribution network. . Although PepsiCo uses all the modes in some form or the other. Events and Experiences. Public Relations and Publicity. Direct Marketing. but this study will examine various aspects of communication with the internal customers. Sales promotion. • • • • • • Advertising. pursued and remind consumers directly and indirectly about the products and brands they sell. Communicating with the Customer: Marketing Communication is the means by which firms attempt to inform. Personal Selling.

4. 2. Switching Cost of Firms in the Industry 6. 8. Buyer Concentration Vs Industry. Cost Advantage. Economies of Scale. 7. Access to Inputs.Cost Relative to Total Purchase in Industry Existing Rivalry Among Firms Threat of Substitutes 1. Supplier Concentration 2. 9. Government Policy. 5. Buyer Information.FIVE FORCES EFFECTING THE ENVIROMENT Threat of New Entrants 1. Switching Costs. Corporate Stakes. 5. 8. Product differentiation. 6. Switching Cost. Impact of Inputs on Cost of Differentiation 5. 4. Bargaining Power of Suppliers 1. Buyers Incentive. Threat of Forward Integration 8. 3. Distrbution Access. Diversity of Rivals. Brand Identity. 2. Degree of Rivalry 1. Buyer Volume. Industry Growth. Product difference. Brand Identity. 10. Bargaining Leverage. 2. 7. 9. Buyer inclination to Substitute. 10. . Brand Identity. Switching Costs. Exit Barriers 2. Treat of Backward Integration. Industry Concentration 3. 10. 3. 6. Differenciation of Inputs 4. Fixed costs / Value added. Importance of Volume to Supplier 3. Substitutes Available. Bargaining Power of Buyers 1. 4. 8. Proprietary Products 3. Price performance trade off of Substitutes. Presence of Substitute Inputs 7. Overcapacity. 9. Price Sensitivity. Capital Requirement 7. 5.Retaliation. 6.

They are a fragmented group and no one individual’s purchase accounts for a significant portion of manufacturer’s profit. The bargaining power of the consumer is low. The end product is comprised of few ingredients. Subhiksha are able to extract profits from the Company through incentives such as volume-based purchases. promotions and displays. Big Bazaar. Bargaining power of suppliers: There are very few suppliers for the entire soft drink industry. which are largely commodities. But. Coke etc. The bottlers. Large retailer such as Reliance. Also the heavy start up costs of manufacturing and packaging plants would be a deterrent. but a high degree of brand loyalty mitigates this loyalty. the biggest deterrent is brand image and reputation. we can say that the end consumer has medium bargaining power. this can also be harmful for the retailers and they losing customers if they refuse to stock a particular brand. This is particularly true for pet bottles. More importantly. Thus. Bargaining power of buyers: The level of bargaining power differs among groups of buyers. a new company would be very hard pressed to take market share away from established players like Pepsi. In short. Although the presence of substitutes does serve to increase buyer power for consumers. retailers and distributors have significantly greater bargaining power than the end consumer does. it . it is safe to assume that Pepsi accounts for a large percentage of the suppliers total revenues. and this barrier remains because both Coke and Pepsi maintain very strong relation with their channel partners. But. In addition.Threat of new entrants: Pepsi’s product differentiation caused by their marketing strategy has limited the threat of new entrants. the access to distribution channels is currently one of the biggest barriers to entry.

Specially in India there are several substitutes that pose a threat to PepsiCo. coffee. They are bottled water. energy drinks and CSD from its main competitor Coca Cola India. This rivalry leads to a downward pressure on prices and significant investment in advertising in an attempt to build and maintain brand loyalty. The challenge lies in increasing brand loyalty within these substitute markets. Threat of Substitutes: There are many substitutes to sweetened carbonated beverages. In India the local beverages like tea and nimbu paani pose a threat to some extent to the established players. retail space and ore importantly. Existing Rivalry among firms: There is intense rivalry between Coke and Pepsi. suppliers. for the most part. energy drinks. spokespeople. . To do a complete analysis of the overall environment is not possible due to the huge sample size of the population therefore before presenting my findings I would like to remind the reader the limitations or constraints under which the survey was done. tea. Coke and Pepsi fight heatedly over prices. juices. In a maturing market such as domestic carbonated drinks. The overall bargaining power of the suppliers is considered low. the only way to gain market share is to steal from one’s rival. contained with each manufacturer’s product portfolio.is important for the suppliers to contain whatever bargaining power they have. the taste buds of consumers. because the substitute products are. Therefore the threat of substitutes is very high specially because of negligible switching costs. Thus. This survey may not be fruitful for the entire population of internal partners of PepsiCo butit will surely be useful for the particular regions mainly Trans-Yamuna and EastDelhi.

Direct interview with Grocery outlet.com. SECONDARY SOURCES: 1.RESEARCH METHODOLOGY . www.wikipedia. Convenience store. .google. Research Type Sample  Technique  Size  Description Instrument : Convenient Sampling : 400 Respondent (I meet 400 respondents out of which 50 were : Distributors. 2. . retailers and consumers were the different part of the : Questionnaire & observations of the respondent : Exploratory Research the distributors.  DATA COLLECTION METHOD The data collection mode used to get the desired information from primary sources & Unstructured Direct Interviews &the instruments used in the Questionnaire. Internet Sites - www. Eating and drinking and consumer. Magazines .pepsicoindia.) Ghaziabad. Noida and Delhi. www. namelyPrimary data collection: • • Gather information through Questionnaire.com.com. 250 retailers and rest of were the normal consumers. In this research data was collected through two different modes.Business World Management & Economic times.

67% 3.67% 7. the data shows that company should focus on their distribution channel and try to convert customer in strongly agree respondent by providing them better services and schemes. .DATA ANALYSIS FROM RETAILERS &DISTRIBUTORS PERSPECTIVE: Frequencies PepsiCo having good distrbution channel Strongly agree Agree Can't Say Strongly Disagree 6.0% 18.67% Dis Agree 64.67% are strongly agree.0% If we see the chart then we find that out of 100% respondent 64% are agree that PepsiCo have good distribution channel and only 18.

33% 38. it shows that our objective is fulfilled by this research and we can say that if we have to promote our product then we should have strong distribution channel.Distribution channel is importent in positioning of product Strongly agree Agree Can't Say Strongly Disagree 1.0% 18. .0% Dis Agree 41.33% If we see the chart then we find that out of 100% respondent 41.33% respondent are strongly agree that distribution channel have an important role in positioning of the product and 38.33% are agree and rest are disagree.

C. .67% 70.67 % are saying that they are not getting.C. coolors provided by the company yes No 29.33% If we see the chart then we find that out of 100% respondent.V. it means company is not focusing on all retailers that major concerns for the organization. coolers but 29. 70.33% are saying that they are getting V.

33 % are agree.33% If we see the chart then we find that out of 100% respondent 27.33% Dis Agree 3.PepsiCo relationship with the retailers/distributors Strongly agree Agree Can't Say Strongly Disagree 4. .0% 27.67% 10.67% 54. it shows that company should thing that how can they maintain better relationship with every retailers and distributors.33% respondent are strongly agree that PepsiCo has maintaining good relationship with them and 10% are strongly disagree and 54.

67 % are saying that PepsiCo have good distribution channel. here area of concern that how company can make happy those respondent who are thinking that PepsiCo have worst/bad Distribution channel and how can company develop good distribution channel and change the perception of retailers and distributors.33% 48. .67% 5.67% are saying that PepsiCo have worst distribution and 48.67% If we see the chart then we find that out of 100 % respondent only 35.33% are saying that PepsiCo have excellent distribution channel and 10.33% 35.Perception of retailers/distributors towards the pepsiCo Distribution channel Excellent Good Bad Worst 10.

.67% 51. it show that company should focus that how can be provided better schemes and services to the retailers and distributors in result they will not switchover to another brand.67% are saying that they will not switchover. 51.33% respondent are saying that if they will get better services and scheme then they will switch over to another brand like coke and only 48.33% If we see the chart then we find that out of 100% respondent."If better scheme is given then replace with coke" yes No 48.

Std.532 Approx.3 % 8 3 2 0 8 3 .3 % 0 S n ly tro g a re g e A re g e Cn Sy a 't a S n ly tro g D a re is g e D A re is g e P p iC h v gg o d trb tio c a n l e s o a in o d is u n h n e If we see the table then we find that the relationship with the retailers and distributors having an important role in maintaining the good distribution channel because 42. PepsiCo relationship with the retailers/distributors * Time taken by the company to make reach the product at retailers shop Symmetric Measures .3 % 5 7 .000(c) 300 a Not assuming the null hypothesis. Sig.33% respondent are agree to say that we have good relation with the PepsiCo and that shows that PepsiCo having good distribution channel. Error(a) .6 % 1 3 .000(c) .048 Approx.042 .706 10. .3 % 1 % .6 % 0 3 .3 % 2 3 4 0 1 .593 .Cross tabulation: PepsiCo having good distribution channel * PepsiCo relationship with the retailers/distributors Symmetric Measures Asymp.6 % 0 7 .851 Interval by Interval Ordinal by Ordinal N of Valid Cases Pearson's R Spearman Correlation Value .0 0 7 . b Using the asymptotic standard error assuming the null hypothesis. c Based on normal approximation. B rC a a h rt P p iC es o re tio s ip w th la n h ith e re ile /d trib to ta rs is u rs S n ly a re tro g g e A re g e Cn Sy a 't a 10 0 S n ly D a re tro g is g e D A re is g e 8 0 10 4 10 2 t n u o C 6 0 4 . T(b) 12.

3 % A re g e Cn Sy a 't a S n ly tro g D g e isa re D A re is g e P p o re tio s ip w th e siC la n h ith e re ilers/d trib to ta is u rs If we see the table then we find that out of 100% respondent 29. B rC a a h rt T e ta n b th im ke y e co p n to m ke ma y a re ch th p d ct a a e ro u t re ile sh p ta rs o O eD y n a 3D y a O eW e n ek O eM n n o th 6 0 10 0 8 0 t n u o C 2 .3 % 1 3 .027 .334 Approx.6 % 5 3 . .383 15.33% respondent are saying that we have good relation with the PepsiCo because they are providing products at right time .3 % 1 7 . Sig. Std.710 . b Using the asymptotic standard error assuming the null hypothesis.Interval by Interval Ordinal by Ordinal Pearson's R Spearman Correlation Value .036 Approx. Error(a) .664 Asymp.000(c) . T(b) 17.0 0 S n ly tro g a re g e 0 3 . c Based on normal approximation.6 % 2 % .6 % 4 7 2 0 8 7 .3 % 9 3 4 0 2 . .000(c) N of Valid Cases 300 a Not assuming the null hypothesis.0 2 % 2 .

C. B rC a a h rt V .927 Interval by Interval Ordinal by Ordinal Pearson's R Spearman Correlation Value .592 .000(c) .33 % 60 40 24 7% . Sig.6 10 . .535 Approx.PepsiCo relationship with the retailers/distributors * V.046 .047 Approx.C olo provid by th ed e co pa m ny yes N o 1 00 1 40 1 20 8 0 t n u o C 4 4.000(c) N of Valid Cases 300 a Not assuming the null hypothesis.674 10. T(b) 12. co rs .33% respondent are agree to say that they have good relationship with PepsiCo because of they are getting visi coolers by the company. PepsiCo relationship with the retailers/distributors * “If better scheme is given then replace with coke" Symmetric Measures . Error(a) .0% 0 % .0 % 0 S ngly tro ag ree A gree C 't S an ay S ng tro ly D isag ree D A is gree P p iC re e s o latio sh w th n ip ith e re taile /d rs istrib to u rs If we see the table then we find that out of 100% respondent 44.33 1 . Std. c Based on normal approximation. b Using the asymptotic standard error assuming the null hypothesis. it means visi coolers have an important role in maintaining the good relationship with the retailers.0% 0 1. coolers provided by the company Symmetric Measures Asymp.6 20 2 7% .

Interval by Interval Ordinal by Ordinal N of Valid Cases Pearson's R Spearman Correlation Value -. Error(a) .427 Approx. b Using the asymptotic standard error assuming the null hypothesis.429 -.6 % 9 7 2 0 8 7 . .6 % 4 7 4 0 2 .3 % 4 3 1 .000(c) .6 % 3 % .maintain good relationship with retailers and distributors then company will be focus on better services and schemes.479 Asymp.0 4 3 .3 % 0 3 .6 % 1 3 .67% respondent are strongly agree that if they will get better services and schemes then they will switch over to another company’s brand. Std. B rC a a h rt "If b tte s h m is e r ce e g e th nre la e iv n e p c w ck" ith o e ys e N o 10 2 10 0 8 0 t n u o C 6 0 3 .203 -9.3 % 0 7 . Sig. P p iC re tio s ipw th e s o la n h ith e .041 .3 % 0 S n ly tro g a re g e A re g e Cn Sy a 't a S n ly tro g D a re is g e D A re is g e If we see the table then we ta rs that 24.045 Approx. it shows that if company have to .33% are strongly aree that they will not re find /d trib to ile is u rs switchover to another brand because of better scheme but 34.000(c) 300 a Not assuming the null hypothesis. c Based on normal approximation. T(b) -8.

216 . Std.PepsiCo having good distribution channel * logistics facility of the company Symmetric Measures Asymp. .075 Interval by Interval Ordinal by Ordinal N of Valid Cases Pearson's R Spearman Correlation Value . .67% 6.230 300 Approx.000(c) a Not assuming the null hypothesis.0% 50 13.0% 7.33% 5.33% 11. c Based on normal approximation.67% 0 Strongly agree Agree Can't Say Strongly Disagree Dis Agree PepsiCo having good distrbution channel If we see the table then we find that out of 100% respondent 53% respondent are agree to say that better facility of logistics have an important role in having good distribution channel .047 Approx.0% 3.031 . Bar Chart logistics facility of the com pany own com pany 150 100 C t n u o 53. b Using the asymptotic standard error assuming the null hypothesis.000(c) . Error(a) . Sig. T(b) 3.815 4.

3 % 3 3 5 % .0 0 2 % . T(b) 9. b Using the asymptotic standard error assuming the null hypothesis.6 % 0 7 5 0 1 . .0 0 7 . c Based on normal approximation.67% are saying that they are agree to say that PepsiCo have good distribution channel because they are getting visi coolers from the company.000(c) . Error(a) .049 . . B rC a a h rt P p iC h v g e s o a in g o d trb tio o d is u n canl hne S n ly a re tro g g e A re g e Cn Sy a 't a S n ly D a re tro g is g e D A re is g e 10 0 10 5 t n u o C 5 . Sig.0 6 % . Std.052 Approx.6 % 2 3 . c o rs p v e b th c m a y .632 8.3 % ys e N o V . it shows that visi coolers have an important role in having a good distribution channel.443 300 Approx.0 3 % .530 Interval by Interval Ordinal by Ordinal N of Valid Cases Pearson's R Spearman Correlation Value .487 .000(c) a Not assuming the null hypothesis. 50.Visi coolers provided by the company * PepsiCo having good distribution channel Symmetric Measures Asymp.C o lo ro id d y e o p n If we see the table then we find that out of 100 % respondent.3 % 6 3 1 .

T(b) 11.048 . Std.thenlo p vid db thof o p nrespondent. B rC a a h rt P rc p n o e e tio f re ile /d trib to ta rs is u rs to a s th w rd e p p iC D trib tio e s o is u n canl hne E c lle t xe n Go od Bd a W rs o t 7 5 15 2 10 0 t n u o C 4 . Error(a) .C o rs ro e y ma If we see the table . .184 8.509 Interval by Interval Ordinal by Ordinal Pearson's R Spearman Correlation Value .6 % N o V c o we find that out e c100% y .442 Approx.3 % 4 7 . c Based on normal approximation. it shows that visi coolers are very important for having good distribution channel.000(c) .056 Approx.0 0 ys e 0 7 . . b Using the asymptotic standard error assuming the null hypothesis.544 .Visi coolers provided by the company * Perception of retailers/distributors towards the PepsiCo Distribution channel Symmetric Measures Asymp.6 % 0 7 6 % . 40.33% respondent are saying that PepsiCo have good distribution channel because they are getting visi coolers from the company.6 % 1 .000(c) N of Valid Cases 300 a Not assuming the null hypothesis.3 % 0 3 5 0 2 .3 % 9 3 2 5 8 3 . Sig.

T(b) 18.67 % respondent are strongly agree that PepsiCo good distribution channel because they are getting product within one day and 35.0 0 3 .714 17. b Using the asymptotic standard error assuming the null hypothesis.0 O D ne ay 3D ay O e W ek n e O M ne onth T e taken b th co p y to m e reac im y e m an ak h th p d ct at re ilers sh p e ro u ta o If we see the table then we find that 18.0 5 % .030 Approx. PepsiCo having good distribution channel * Services provided by the distribution/PepsiCo .6 % 1 3 .3 % 5 3 40 2 .3 % 1 % .000(c) . c Based on normal approximation.Time taken by the company to make reach the product at retailers shop * PepsiCo having good distribution channel Symmetric Measures Asymp.028 .713 Approx. . Sig.000(c) 300 a Not assuming the null hypothesis.0 0 0 % .3 % 1 % .it shows that company’s distribution is depends on time that how quick company is providing product at door of the retailers/distributors.575 Interval by Interval Ordinal by Ordinal N of Valid Cases Pearson's R Spearman Correlation Value .67 0 7 . Std.33% respondent are agree to say that PepsiCo have good distribution channel if they are getting product within 3 days.6 % 8 7 20 6 % . B rC a a h rt P epsiC having o good distrbution cha nnel S trongly agree A e gre C an't S y a S trongly D isagree 80 D A e is gre 120 100 t n u o C 60 3 . Error(a) .735 .3 % 7 3 1 .

0 9 % 5 0 1 .67% are strongly agree. Sig. Distribution channel is important in positioning of product * “How accurately they fill the order" Symmetric Measures . .048 . B rC a a h rt S rv s p vid d e ice ro e b th y e d trib tio /P p iC is u n e s o ys e N o 10 5 20 0 t n u o C 10 0 5 .043 Approx. Std.000(c) .562 Approx.Symmetric Measures Asymp.727 Interval by Interval Ordinal by Ordinal N of Valid Cases Pearson's R Spearman Correlation Value . Error(a) .0 Cn Sy a 't a S n ly tro g D a re is g e D A re is g e P p iC h v gg o d trb tio c a n l e s o a in o d is u n h n e If we see the table then we find that 59.640 . T(b) 14.6 % 1 % .3 % 0 7 .0 0 S n ly tro g a re g e A re g e 3 3 .361 11.6 % 8 7 5 % .000(c) 300 a Not assuming the null hypothesis. it shows that better services and schemes have an important role in maintain good distribution channel. c Based on normal approximation. b Using the asymptotic standard error assuming the null hypothesis.0% respondent are agree to say that PepsiCo have good distribution channel because they are getting good services and only 18.

B rC a a h rt "H wa u te o cc ra ly th y fill th o e e e rd r" 10 0% 5 -8 % 0 0 10 0 15 2 7 5 t n u o C 4 .0% respondent are strongly agree to say that distribution channel have an important role in positioning of the product because of only by good distribution channel they are getting fill their order by 100%.365 Approx.3 % 7 3 1 . Sig. Std.675 3.Interval by Interval Ordinal by Ordinal N of Valid Cases Pearson's R Spearman Correlation Value .095(c) .034 .0 8 % 0 0 3 . Error(a) . . DATA ANALYSIS FROM CONSUMERS PERSPECTIVE: .044 Approx.0 1 % 2 5 1 .0 1 % 5 0 2 .3 % 1 % .001(c) 300 a Not assuming the null hypothesis.3 % S n ly tro g a re g e A re g e Cn Sy a 't a S n ly tro g D a re is g e D A re is g e D trib tio c a n l is im o n in is u n h n e p rte t p s n go p d c o itio in f ro u t If we see the table then we find that 41.0 1 3 . c Based on normal approximation.191 Asymp. T(b) 1. b Using the asymptotic standard error assuming the null hypothesis.097 .


Demanded brand Available in the Market

yes No

45.0% 55.0%

If we see the chart then we find that out of 100%respondent, only 55% respondent are agree to say whatever brand they demanded they are easily get that but 45% respondent are saying that they are not getting the demanded brand, it is major concern that why these respondent are not able to get their demanded brand.

Cross Tabulation: Age of the respondent * Soft drink consumed by the respondent in a week
Symmetric Measures

Interval by Interval Ordinal by Ordinal N of Valid Cases

Pearson's R Spearman Correlation

Value .332 .322

Asymp. Std. Error(a) .106 .103

Approx. T(b) 3.489 3.363

Approx. Sig. .001(c) .001(c)

100 a Not assuming the null hypothesis. b Using the asymptotic standard error assuming the null hypothesis. c Based on normal approximation.

B C art ar h
Soft drink consum by the ed respondent in a w eek one tw to three o three to five 20 m than five ore



t n u o C




8.0% 6 % .0 2.0%

9 % .0 5.0 % 3.0 % 1 .0% 1.0%

1 0.0%

0 10-20 21-25

1 .0%


A bove

age of the respondent

If we see the graph then we find that age group 21-25 is more potential customer and company should focus on them and provide them better taste, quality according their preferences.

Brand preferred by the respondent * demanded brand Available in the Market
Symmetric Measures Asymp. Std. Error(a) Approx. T(b)


Approx. Sig.

Interval by Interval Ordinal by Ordinal N of Valid Cases

Pearson's R Spearman Correlation

-.241 -.241

.093 .095

-2.455 -2.455

.016(c) .016(c)

100 a Not assuming the null hypothesis. b Using the asymptotic standard error assuming the null hypothesis. c Based on normal approximation.

B rC at a hr
D mn e b n e a d d ra d A a b inth v ila le e M rk t a e ys e 2 5 N o

3 0

2 0

t n u o C

1 5

2 .0 9 % 2 .0 3 %

1 0

2 .0 2 %

1 .0 3 %


1 .0 0 %

3 % .0

0 P p iC es o Ck oe Oe th rs

Ba dp e r db th r s o d n r n r fe e y e e p n e t

If we see the graph then we find that coke brand is more easily available than Pepsi it means there is some fault in distribution channel and company should find that and make available their brand at every retailers shop.


The limitations faced during the dissertation my research as lack of availability of first hand data. As the data included is secondary in nature, authentication of the

data is major concern. thus it could affect the recommendation and conclusion part. The area of survey was Delhi/NCR. The area of concern was limited due to that research may not give fact full result. SWOT ANALYSIS In order to get clear understanding of the position of Diet Pepsi in the various markets we did a SWOT analysis from the data obtained from the survey and the various retailer interviews . Retailers and distributors had less time to give answer of our questionnaire and may be that answer is not fact full. • There can also be the limitation as the sample size. The next difficulty was the facts and figures had change due to change in financial year. We were not able to give our full time in research work because of college time and study as well as busy in interview for campus placement. on the basis of 400 respondents we can not get the truthful result about the distribution channel of any organization that major limitation of my dissertation. • • • • • • • It may happen that what question we ask from the retailers/distributors. Respondent was not giving the answer of our questions. they may not give tact full answer. and it was concentrated on urban area only. Utter Pradesh etc. The psychological condition varies from place to place because in many places outlet owner was not supportive.

NON-CARBONATED – This is one those strengths of Pepsi that often goes unnoticed but plays a very important role in success of Pepsi in India and even around the globe. Bottling – Pepsi has the advantage of being in partnership with the largest bottler in India. Tropicana is the market leader in fruit juices. WEAKNESS: .STRENGTHS: PACKAGING AND PRICING – Pepsi has the advantage of having provided the same kind of health based carbonated drink the Slim Diet Pepsi Can which in comparison to the Diet coke is a much more attractive offering because it is slim sleek equally healthy and way cheaper. In the mineral water segment. Also the recently introduced retailer benefit schemes such as the gold card membership and other free gifts and offerings not only motivate the retailers but also helped us create visibility for the Slim Diet Can range in a profound. The experience of working with people who welcome us with a smile rather than a frown will always be remembered. The Company officials and even the employees of FOBO have very good rapport and relations with the Channel partners. At times this is also seen as a weakness of Pepsi in India attributing to the fact that the Jaipuria group is so strong that in certain circumstances it can even defy the parent Company. Aquafina clearly outsells Kinley without ay fuss. The non-carbonated segment is dominated by Pepsi. DISTRIBUTION – As already mentioned Pepsi India has one strongest and most efficient sales and distribution networks not only in India but also throughout the globe. the R K Jaipuria Group. Also in the particular market where the survey was done the sales people have developed a network which is powerful enough to make or break sales for Pepsi in any given quarter P R – One of the most important factors of success of PepsiCo in India is the relationship the company and its constituents have with the channel partners. RKJ Group controls almost 65% of the bottling operations of PepsiCo in India.

even the repair work takes lot of time because at times even the spares are not available on time. Similarly. retailers are facing lot of problems in vigicoolers. EXPENDITURE – Right from the very beginning Pepsi has hired the biggest and the most expensive stars in the country as its brand ambassadors and has spend heavily on advertising which has affected its balance sheet.SECOND MOVER DISADVANTAGE . replacements for old ones. MCDONALDS – This is one of the most important reason why Diet Coke outsells Pepsi worldwide and specially in the United States. Because of this. Pepsi is not able to get refrigerators in India so they have to import it other namely Sri Lanka. there are growth opportunities for Diet Pepsi in India as here the per capita consumption of carbonated beverages is one of the lowest in the world. OPPORTUNITIES: Lowest Per Capita Consumption – Even after almost decades of presence in the market. Vizicoolers – At presently this is one the biggest problems faced by Pepsi. They are not able to get new refrigerators. Mauritius etc. Now Pepsi is trying very to bridge this gap in the near future. in India Diet Pepsi may suffers in sales because of institutional sales. Brand – On a comparative scale Diet Coke proves to have a better brand image in customers mind than. Promotions and Sponsorship.Diet Pepsi Cola does have the first mover advantage which Diet Coke has and this may prove to be a major shortcoming also in the Agra Market no Extensive efforts have been made to popularize it. This compels to incur extra expenditure in Advertising. .

. THREATS: NGO’s – NGO’s like CSE can seriously hamper the sales and prospects of companies operating in this industry. This happened during the pesticide controversy involving both coke and Pepsi. it used market penetration by developing one of the strongest sales and distribution network in the world and utilizing it to the fullest.Health Based: apart from its Juice Based drinks portfolio Pepsi can Use the Slim Diet can to the maximum by promoting it as a health drink at Cheaper prices. HEALTH – Growing health awareness among people and some of ill effects of carbonated beverages have pursued many people to switch over to non-carbonated beverages that can seriously hamper the long-term prospects of the entire Industry and not Pepsi. In India PepsiCo adopted the strategy of growth through intensification. In the intensification strategy. OBSERVATION . ENVIRONMENT – Environmental concerns are often raised because of the massive amount of water extracted by the bottling plants resulting in the drop in groundwater level which affects the local population adversely.

To see a soft drink in Brand Order. To see as a Market developer (M. To go every outlet and listen any problems in visi. To see every outlet visi.D. To cheque visi-cooler with 100% purity. To see as a Market developer (M. FINDINGS .) if any outlet will not selling your product than you asked why you are not selling in my product.cooler and soft drink to be noted in complaint diary.cooler will present in prime location.D) every outlet full fills in terms and conditions with visi-Cooler. To visit every outlet in regular basis. To see every outlet is this soft drink present in display rack. Then you give advice to outlet. To see each and every outlet worked in better condition.• • • • • • • • • • To collect order each and every outlet.

 Marinating good relationship with the retailers as well distributors important for having a strong distribution channel  Visi cooler have an important role in enhancing the distribution channel and policy. Some retailers are unable to get the services which are provided by the company  There are some retailers are not happy with services provided by the distributors and the company  There is a gap between the retailers and the company  Distributers are not satisfied with the services like margins. it means providing product at retailers door within a time. do not fulfill that. product availability. Relationship etc  Retailers are not happy with the MDC (Marketing Development Coordinator) of PepsiCo.  Most of the time desired products are not available or not chilled due to unavailability of visi coolers. Because retailers are promoting that brand to the consumer which company is satisfying them more in terms of Visi Cooler. so it is becoming the major cause for not getting fulfill of the demand. Schemes.  Time concern is very important in good distribution channel.  Company should provide better facility of logistics because without logistics any company cannot maintain good distribution strategies.  In most of the mix outlet company has not provided its Visi Cooler. Retailers are saying that what they promise. is very RECOMMENDATION . credit facility  Customers prefer the taste of Thumbs Up more than the PepsiCo’s product.

Company should have better logistics facility for making reach the product at retailer’s door at a right time. • • • Company should provide visi cooler to every retailer. Because who is having visi cooler of which company they are promoting the same brand to the consumer. Marketing Development Coordinators/ Marketing Executives/ Sales Executives of the company must focus more for making better relationship with retailers. • As already mentioned V. The periodical maintenance check of V.C.This is one of the most important and most difficult part of the study. • . coolers are a major reason of dissatisfaction among retailers. • Company should focus on the better services and schemes are providing to the retailers /distributors or not if not then why. Company should focus on the consumers taste and preferences and launch new product according to the consumer taste and need. This will help improve their efficiency and accountability. Some of the important recommendations are as follows • There should be and correct feedback from the retailers on the performance of salesmen. Company should more focus on youth of the country because youths more prefer the soft drinks.C. I arrived at certain recommendations for PepsiCo India after the analysis of the data. this will also help in reducing the confusing that the retailers have at times because the salesman does not explain the schemes properly. This should be done at an interval of 45 days or 60 days instead of the current practice of 90 days • • Company should adopt aggressive marketing strategy that it could reach each and every place. coolers is done at three months. Moreover.

In order to respond effectively to changing market trends and challenges. soft drink companies must support their improvement efforts with industry-specific solutions. Company should focus on their distribution channel because it is blood of the company because if product will not reach the market then there is no need of their production as well as company should focus on better services /schemes which can be provide to the retailers as well as distributors. CONCLUSION .• Company should maintaining good relationship with the distributors as well as retailers.

However. following conclusion was inferred: • • • • The Sales and Distribution Network of Pepsi is very strong and almost flawless. It is very important to develop good relationship with the retailers by providing them better services and schemes. By analyzing the data and the literature review. Maintaining the good relationship with the distributors are very important for the company because they are the main part of the distribution channel. PepsiCo India had the first mover advantage when it entered the market and it capitalized on that advantage to grab the market. before starting the conclusion part. The primary objective of this research was to know distribution channel Strategy of PepsiCo and to know the importance of Distribution channel strategy in Positioning of the product. implemented by the PepsiCo and Franchisee has no say in that. The Franchisees are required to report to the Company at specific time intervals. Franchisee based operations combined with the Company’s operations add strength to the overall presence of the Company in the market. the objective of the research must be kept in mind so that we can arrive at a befitting conclusion for the research problem. BIBLIOGRAPHY . • • • The Advertising Campaigns are conceived.After analyzing all the aspects of the data available and giving some important recommendations a suitable conclusion which should be derived for this study. The data collected provided a sound base for understanding the overall organizational set up of PepsiCo in India. Franchisee takes care of its operations and PepsiCo does not interfere in its operations.

www. Magazines .wikipedia.• • • • • • • PEPSICO INTERNATIONAL OFFICIAL WEBSITE. www. PEPSICO INTERNATIONAL INTERNAL REPORT. www.pepsicoindia.com.Business World Management & Economic times.com.google. PEPSICO INDIA WEBSITE. Questionnaire: .com.

Distribution channel has an important role in positioning of the product? a. Can’t say d. Strongly agree b. Strongly agree b. Can’t say d. worst 8.coolors by the company? a. Disagree 7. We appreciate your business and want to make sure we meet your expectations.Dear Sir On behalf of PepsiCo India Ltd. We want to thank you for giving us the opportunity to serve you. bad d. 3 day c. You are having logistics facility of company or own? a. yes b. One day b. strongly disagree e. Company takes to make reach the product at retailer shop? a.c. Agree c. Excellent b. Are you happy with services provided by the distributors/PepsiCo? a. Agree c. Company 5. Perception of retailers/distributors towards the PepsiCo’s Distribution Channel? a. 4. no . Please help us serve you better by taking a couple of minutes to tell us about the service that you have received so far. One month. strongly disagree e. Agree c. Disagree 2. PepsiCo have good distributions channel? a. yes b. How much time. Can’t say d. This will be used only for academic purpose only Name of Retailer/Distributors _______________________ Address Phone no __________________________________ ___________________________________ 1. One week 4. strongly disagree e. Strongly agree b. no 6. Disagree 3.. Are you being provided the v. own b. good c. PepsiCo has good relationship with the distributors/retailers? a.

sudden change in weather c. Two to three c. no 10. more than five 2. 35 above 1. PepsiCo b. Yes b. Availability b. Taste d. Coke c. Daily b. 100.50-80% d. Is there any govt. Why you prefer this brand? a. 3. How frequently Executive comes to take orders? a. Which brand’s soft drink you usually drink? a. others. yes b.100% b. once in a week 13. change in schemes 12. 26 to 35 d.80% c. three to five d. Ever missed your order? If yes then what may be main reason? a. No 4. 10 to 20 b. After 1-2 days c.. yes b. How many times you go for soft drink in a week? a. below 50% Consumers: Name: Gender: Age: a. interference? a. One b. Advertisement c. Others………. Are you satisfied with distribution policy of the PepsiCo? If chance given to you replace with coke a. Female a. 21 to 25 c. Do you get easily your demanded brand in the market? a. Accuracy of order fills? a. . no 11. Male b.9. Wrong order b.

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