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SUBMITTED FOR THE PARTIAL FULFILLMENT OF MASTER OF BUSINESS ADMINISTRATION SESSION (2011-2013)
UNDER GUIDANCE OF: MR. A K TYAGI
INDUSTRY GUIDE: MR. SUGANDH TRIPATHI SUBMITTED BY GAYA PRASAD YADAV
1 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY
I, Gaya Prasad Yadav, do hereby declare that the summer internship project report submitted by me for the partial fulfillment of requirement for the MBA of Lloyd Institute of Management and Technology Greater Noida. This has not been submitted to any other university/ institution for the reward of any degree/ diploma certificate.
Gaya Prasad Yadav
2 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY
ACKNOWLEDGEMENT A successful project can never be completed by the singular efforts of the person to whom the project is assigned but it also demands the help and guardianship of some conversant person who underpin actively or passively in the completion of a successful project. With immense pleasure, I would like to present this project report for PepsiCo Holdings India Limited . It has been an enriching experience for me to undergo my summer training at PEPSI, which would not have possible without the goodwill and support of the people around.
In this context, I,Gaya Prasad Yadav, student of LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY. I would first of all like to express my thank fullness to parents and family members, who have constantly supported and encourage me in shaping my career. I would like to express my sincere thanks to all those who helped me during my practical training programe. I take this opportunity to express my deep gratitude to Mr. Shugandh Tripathi (ASM) of Pepsico. Who have given me the opportunity to do the project in their esteemed organization?
3 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY
which would help an individual in his/her carrier activities and it is true that ―Experience is the best teacher”. Beside this one need to have practical knowledge.PREFACE The MBA programme is well structured and integrated course of business studies. as well as an exposure to strategic thinking of management. theoretical knowledge is not sufficient. The main objective of practical training at MBA level is to develop skill in student by supplement to the theoretical study of business management in general. I can learn about various departmental operations being performed in the industry. in return. training is an important factor. The study area was limited to Allahabad and hence result of study is particularly to A 4 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . In every professional course. Industrial training helps to gain real life knowledge about the industrial environment and business practices. In today‘s globalize world. It is only the training through which I come to know that what an industry is and how it works. The MBA programme provides student with a fundamental knowledge of business and organizational functions and activities. Professors give us theoretical knowledge of various subjects in the college but we are practically exposed of such subjects when we get the training in the organization. where cutthroat competition is prevailing in the market. During this whole training I got a lot of experience and came to know about the management practices in real that how it differs from those of theoretical knowledge and the practically in the real life. help me in the future when I will enter the practical field. Training is an integral part of MBA and each and every student has to undergo the training for 60 days in a company and then prepare a project report on the same after the completion of training. The report gives a true picture of the practical activities done by me within the jurisdiction. which would.
CHAPTER 4. OBJECTIVE OF THE STUDY. MARKETING ACTIVITY. 11. LITERATURE REVIEW 13. 3. 12. . 27. 8. 10. 7.. CONTENTS.No. 2. PRODUCT PROFILE. COMPARITIVE SURVEY OF PEPSI DEALERS. INTRODUCTION TO THE STUDY. 30. PAGE NUMBER 1. EXECUTIVE SUMMERY. 9. CHAPTER 3. 5. 9. 10. . 34. FUNCTIONS OF DISTRIBUTORS AND RETAILERS. 22. DISTRIBUTION CHANNEL. 32. 6.INDEX S. 7. 5 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . CHAPTER 2. 47. 8. . 4. CHAPTER 1. ORGANISATIONS GOALS. AN OVER VIEW OF SOFTDRINK INDUSTRY. SOFT DRINK INDUSTRY IN INDIA. HISTORY OF PEPSI COLA INDUSTRY.
CHAPTER 5. Also it was ensured that people from various profession and demographic were considered to eliminate any bias in terms of age. 79 81. sex. and then analyzed on chosen parameters. occupation. 14. LIMITATIONS OF THE PROJECT. 13. SWOT ANALYSIS. Adequate number of female owners was also considered to prevent gender bias. Keeping the objective of the study in mind. After the survey was complete.. 16. Convenient sampling was used as mode of conducting the survey. 78. A sample size of about 150 retailers was taken for this purpose. 60. status etc. this was to make result easily comprehensible. This analyzed data was later converted into form of graphs such as pie charts. zone. bar graphs. 6 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . 18. 17. Questionnaire method was used along with some interviews to obtain the required information. 15. Care was taken that the respondent were as diversified as possible with all the regions being given equal weightage and the sample size being suitably divided among various regions. 82. Allahabad segment was surveyed to attain result. a survey was conducted in Allahabad region. CHAPTER 1 EXECUTIVE SUMMERY INTRODUCTION TO THE STUDY OBJECTIVE OF THE STUDY COMPARITIVE SURVEY OF PEPSI DEALERS EXECUTIVE SUMMERY The research conducted was descriptive in nature. CONCLUSION SUGGESTIONS AND RECOMMENDATIONS. the data was first sorted. 54. RESEARCH METHODOLOGY. RESEARCH ANALYSIS. etc.
retailer etc. These middlemen are connecting modes between producer of goods on one side and consumer on the other. As goods and services move from producer to consumer. INTRODUCTION Beverage industry is one of the fast growing industries in India. market share and sales promotion strategy. It can be divided into two sections i. thus a channel of distribution is the route through which the goods move from producer to consumer. they may have to pass through various individuals i. Distributor. competitive services should be provided to the retailers. distribution.effective distribution strategy. 7 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . to improve the quality of products from time to time. The soft drink industry is no exception and is one of the most intensely fought industry with the two major competitor PepsiCo and Coco-cola. lemon orange.Out of my project I learnt these things: Pepsi should understand the expectations of people If one wants to grow in FMCG sector one should keep the following factors in mind that the products are easily available to the consumers. It is also requirement for the company to improve their service and product quality for achieving their ultimate goal. effective distribution strategy. So this topic provides all the essentials to theoretical knowledge with practical knowledge and to inculcate the efficiency.e. sales promotion strategies etc. The main purpose of trade is to supply goods to the consumers living in far off places. My held of study will delve upon the following aspects viz. etc. They perform several functions such as buying. the price of the product should be low and last but not the least the visibility and the promotional strategy should be such that it hits people‘s mind. To fulfill all the segments of consumers. This industry characterized by the words like price wars.e. storage. selling. carbonated and non-carbonated. Marketing includes all the activities like promotion. These middleman constitute the channel of distribution of goods. advertising etc. wholesaler. Marketing is also to convert social needs into profitable opportunities. market share. mango and apple segments. The carbonated drinks that can be further classified into cola.
man. Cooler requisitions.‖ To find out the availability of Aquafina and Nimbooz Find out the competitors of Nimbooz and Aquafina. The following are the objectives and purpose of the study The main objective of the research was ―to find the detailed analysis of the status of various assets of Pepsi available with the dealers and hence making critical evaluations of the available data. Promote the products of Pepsi Nimbooz and Aquafina. glow signs. So there can be a satisfaction from the organization side and the workers side who play a significant role in achieving success. money etc. material. paintings and racks vis a vis. dealer boards. 8 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY .OBJECTIS OF SUMMER TRAINING Management is a course which teaches the student to get the work done properly from different available sources viz. machine. ice boxes. it gives emphasis to project work and students learn how to plan in practical terms rather in terms of theory only. SUB OBJECTIVE To study the penetration level of the Pepsi products and the other merchandising like cooling equipments. So far the fulfillment or the management course. in fact all the learning that goes on for the two year term become so much the part of our thinking that we developed a well all rounded personality. We necessary become motivated and competitive. Student tends to develop analytical and problem solving skill. To see as to under distributor how many outlets are on increasing side.
Company also wants to know the display material status provided to the retailers and also to know the type of display material used by the retailers. dealer boards. It was a very cumbersome but interesting work where we surveyed every dealer in the city Allahabad here we surveyed the dealer on the basis of the predefined CSPD format which is attached in the appendix. 9 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . Glow signs. analysis and research. Through CSPD we analyzed the basic pillars of merchandising of all the company products with which the sale of the soft drinks always get boost . Reasons for undertaking this project is project Thwas undertaken because the company wanted to know what its market position among the competitors is.These are the cooling equipment s.their 22 routes will be carried out from the company warehouse located at sataria and Varanasi. paintings. This is to done so as to get a clear picture of the market capitalization of Pepsi. ice chests. Apart from these the company gave distribution to 9 distributors located in various part of the city which covered50 different routes like the company warehouse is given direct supply of soft drinks from the company owned bottling plant COBO located at sataria and Varanasi. Apart from these the company also have four direct supply system s for the small agencies . The truck having an approx. From this project the company wants to know the utilization of cooling equipment. capacity of 250-400 crates covered these. Finally it wants to understand the geographical distribution of retailer. The Company asked me to check the growth of the distributors and sub distributors in terms of outlets. There were 18 direct routes. racks etc. Through CSPD we were able to get the very idea of the various factors guiding the soft drinks sales during the summers.THE COMPARATIVE SURVEY OF PEPSI DEALER PROJECT The comparative survey of Pepsi dealer (cspd) is one of the well defined systems of market survey.
so that they can prepare themselves for any unforeseen challenges as taken through policy of their competitor. during a period of time. ROLE OF MARKET RESEARCH Market research was an offshoot of the advertising boom of the 1950s in the USA. Thus market research acts as a link between the customer and the market. recording and analysis of data about problems relating to the marketing of goods and services‖ 10 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . In this case. It can also involve discovering how they act. In this process an organization can identify new opportunities in the market: evaluate and monitor marketing actions: and in general evolve better marketing program to serve the interest of customers. and to seek more direct feedback about their markets. the market size is more difficult to estimate if you are starting with something completely new. it can be used to determine how to market your product. Once that research is completed. Market research is for discovering what people want. you will have to derive the figures from the number of potential customers or customer segments. CHAPTER 2 LITERATURE REVIEW The principal task of marketing management is to fulfill the aspiration of the customers. It is thus imperative to understand what the customer wants: how they make choices: or what are the sources of information and influence process etc. and also they wanted to explore the competitor activities. need.Company‘s expectation by solving the problem The company expected to solve the problem because it wanted to clarify as to what is the present position of the company in the market as compared to the last years‘ position in the market. The upward or downward movements of a market. According to American Marketing Association (AMA): marketing research is defined as ―The systematic gathering. or believe. Advertisers began to realize the significance of demographics revealed by Radio and television sponsorship.
Being a systematic enquiry it requires careful planning of the orderly investigation process. Though it is an over simplification to assume that all the research process would necessarily follow a given sequence. it is necessary anticipate all the steps that must be undertaken if the project is to be successful in collecting valid and reliable information. MR often follows a generalized pattern which can be broken down and studied sequentially. The steps of marketing research process are highlighted in following flow diagram- 11 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . Stages in market research process In planning and designing a specific research project.THE MARKETING RESEARCH PROCESS MR exercise may take many forms but systematic enquiry is features common to all such forms.
• Planning a Sample. • Objective of the research. DEFINE A PROBLEM Clear problem definition is of crucial importance in MR as in terms of both time and money. • Prepare and present the report. the research must be a formal statement of research objective. C. B. • Collecting the Data. It is rightly said that a ―problem well-defined is half solved ―. STATEMENT OF THE RESEARCH OBJECTIVE After clarifying and identifying the research problem with or without exploratory research. Careful attention to problem definition allows the researcher to set the proper research objective which in turn facilitates relevant and economic data collection. 2 3 • Planning a research design. 4 5 6 7 8 A. • Analyzing the Data. • Formulation of Conclusion.1 • Defining the problem. 12 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY .
SAMPLING Although the sampling plan included in the research design. Secondary data means data that is already available. the research design must be developed. the actual sampling is a separate and important stage in research process. field survey is commonly used to collect primary data from the respondents. Sampling involves procedure that uses a small number of items or part of the population to make conclusion regarding the whole population. Survey can be a) personal b) by mail c) telephonic and d) diary It is common practice to use structured questionnaire prepared in advance to elicit necessary form of respondent. F.D. The research must at this stage also determine the type source of information needed. it is necessary to design suitable questionnaire conduct a pilot survey and undertake a pre-testing of the questionnaire. A market design is a master plan specifying the procedure for collecting and analyzing the needed information. COLLECTION OF DATA The data collection process follows the formulation of research design including the sample plan. Data which can be secondary or primary can be collected by using verity of tools these tools are classified into broad categories. The objective of the study discuss in the previous steps are included in the research design to ensure that the data collected is relevant to the objective. It represents a framework for the research action. the data collected methods. the sampling methodology and the data timing and the possible cost of the research. In marketing research. E. Whether it is a personal or mail survey. When researcher utilizes secondary data he has to look into various sources as mentioned bellow: ---- 13 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . The pretesting will enable the researcher to realize the shortcoming of the questionnaire. PLANNING A RESEARCH DESIGN Once the research problem been defined and the objective decide. the observation method and the survey method which have their inherent advantage and disadvantage.
Report prepared by research scholar. etc. Editing involves inspecting the data collection forms for omission. universities. G. Various publications of international bodies. Various publication of central state and local government. legibility and consistency in classification. economists. III. tabulation and drawing statistical interference. Books. the rules for categorizing. PREPARING AND PRESENTING THE REPORT The final stage in the research process is that the information and drawing conclusion for the use in managerial decisions.I. recording and transforming the data to data storage media called codes. H. The research report should effectively communicate the research findings and need not necessarily include complicated statements about the technical aspect of the study and research methods. magazines and news papers. 14 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . IV. II. Before tabulation needs to be classified into meaningful categories. Technical and trade journals. V. DATA ANALYSIS AND PROCESSING Data processing begins with the editing of the data and coding process. in deferent fields. FORMULATING CONCLUSION.
RESEARCH METHODOLOGY ADOPTED RESEARCH DESIGN DESCRIPTIVE RESEARCH RESEARCH INSTRUMENT STRUCTURED – NON – DESIGNED QUESTIONNAIRE. A research design calls for developing the most efficient plan of gathering the needed information. a research design is the specification of the method and procedures for acquiring the information needed. The design of a research study based on the purpose of the study. It is overall operational pattern or framework of the project that stipulates what information is to be collected from which source by what procedure.RESEARCH METHODOLOGY RESEARCH DESIGN A research design is a type of blueprint prepared depending on various types of blueprint available for the collection. 15 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . INTERVIEW. measurement and analysis of data.
SAMPLE PLAN I) Sample method non – probability sampling Convenience sampling II) Sample size 150 Retailers III) Sample unit dealers & consumer. 16 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY .
and one of its claims was that it ―Aids Digestion‖—a popular claim for items containing pepsin. patent office because there was already a product named ―Pep-Kola‖ on the market. 1903 New Bern Daily journal. Instead of changing the name of his product. History of Pepsi Cola Industry. so he moved to New Bern. The term ―Pepsi‖ in its name is surely an indicator. 1898. Soft Drink Industry in INDIA. However. and he decided to call it Pepsi-cola. Sometime in the 1890s Caleb created one such drink that became quite popular at the Bradham Pharmacy and the patrons started calling it ―Brad‘s Drink‖ in Caleb‘s honor. Caleb had to quit school and take a job. but very popular as well.‖ In 1903 Caleb filed for a trademark for Pepsi-Cola with the state of North Carolina. 1896. 25th . and the documents there indicate that Pepsi-Cola had been in continual use since August 8.S. However. Caleb wanted to become a doctor and after graduating the University of North Carolina he entered medical school at the University of Maryland. North Carolina and took a job in a teaching school. Pepsi-Cola had to come up with a new trademark. Caleb bought the rights to the ―Pep-Kola‖ trademark and reapplied for his trademark in 1906. 2. Caleb was a very well liked young man who was not only very smart. 3. Structure of the organization. The patent office believed these two names were too similar and since Pep-Kola had been trademarked on Feb. Caleb‘s father failed in his business. in 1906 Caleb had to register ―Pepsi-Cola‖ a second time with the U. North Carolina in 1866 to a well-to-do family. Bradham was born in Chinquatin. On these papers he gave the date Feb. another news paper ad produced in 1908 flat-out said ―PEPSI-Cola is an absolutely pure combination of pepsin—that‘s what your stomach needs these days—acid phosphate and the juices of fresh fruits. 1896 as the earliest date Pepsi-cola or names thus derived 17 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . 15. One of Pepsi-cola‘s earliest known advertisement is found in the Feb. HISTORY OF PESI COLA INDUSTRY Caleb D.CHAPTER 3 AN OVERVIEW OF SOFT DRINK INDUSTRY 1. There has been some dispute as to whether or not the original Pepsi-cola actually contains pepsin as an ingredient. 15. Caleb preferred another name for this drink. Lastly.
To make matters worse. but better known as ―Uncle Dick. August 28.848 gallons a year. and most of these had soda fountains. 1898 is the date most people set as the date that PepsiCola came into being existing. and in 1915 Pepsi-Cola Corporation had assets of over $1.‖ Once the bankruptcy took place this new corporation paid $30.000. and Guth 18 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . However. Caleb Bradham died not even able to hold onto his original drug store. and two years later ―The Pepsi-Cola Corporation‖ was allowed to die for nonpayment of taxes. In 1923. it appeared that the cost of sugar was going to keep going up. sugar quickly jumped in price.000 gallons of Coca-cola. but now they faced a loss so large that it was unlikely they would be able to recover. By 1907 he was selling over 100. During the previous couple of years.F. During World War I sugar prices to fluctuate wildly. Loft owned and directly operated about 200 candy stores. By March 2.968 gallons of syrup. but even that didn‘t help with the erratic supply side of the sugar market.000 gallons of syrup a year. these Loft candy stores had sold over 30.were used by him. PepsiCola had been operating at a loss because of fluctuating sugar prices and supplies. By 1904 he was selling 19. 1923 ―The Pepsi-Cola Corporation‖ was bankrupt. and this is also the same year he started bottling Pepsi-Cola. In his first three months Caleb sold 2. By the end of his first year he had sold 7.‖ and while uncle Dick was put in charge of running the pharmacy. and that was assuming one could get their hands on a supply of sugar at all.Butler. It was believed that once the war ended that things would return to normal.008 gallons of Pepsi-Cola syrup. when Pepsi-Cola went bankrupt.000. In 1931. By 1910 he had 280 bottling franchises and covered at least 24 states. its creditors had formed a corporation named ―Craven Holding Corporation. and thus protect themselves from even higher sugar prices. Eventually the Government implemented price controls to stabilize the costs of sugar. Caleb had taken on an assistant named R. once the war ended and the price controls were lifted. at the age of 67.000. In July of 1923 and man named Roy megargel formed the ―Pepsi-Cola Corporation‖ in Virginia and purchased all of the assets of Pepsi-cola from the craven Holding Corporation for $35. A year later he also began selling Pepsi-Cola bottling franchises. In any event. In 1934. This was a pretty common practice for creditors as it made handling the bankruptcy easier. and then he started expanding rapidly. Caleb threw all of his energy into Pepsi-Cola. by 1902. Bad decision! Sugar prices peaked at 26 per pound then the prices collapsed and within a few months sugar was selling below 2 per pound.000 for all of ―The Pepsi-Cola Corporation‘s‖ assets including the trademark to Pepsi-Cola. Caleb and many other soft drink manufacturers decided to buy huge amounts of sugar now. However.
000. once the war ended and the price controls were lifted. but instead he bought Pepsi-Cola and became Coca-Col‘s worst nightmare. and after the six were up. and in 1915 Pepsi-Cola Corporation had assets of over $1. Now Guth was ticked. Megargel then owned 100. By 1907 he was selling over 100.000. but now they faced a loss so large that it was unlikely they would be able to recover. Megargel was also promised a salary of $ 25.‖ and while uncle Dick was put in charge of running the pharmacy. Caleb and many other soft drink manufacturers decided to buy huge amounts of sugar now.000 gallons of syrup a year. Caleb threw all of his energy into Pepsi-Cola. and this is also the same year he started bottling Pepsi-Cola. sugar quickly jumped in price. it appeared that the cost of sugar was going to keep going up. Guth then made an agreement with Megargel and this is how it worked. Megargel had contacted Guth and told him of the troubles he was having with Pepsi-Cola. but better known as ―Uncle Dick. During World War I sugar prices to fluctuate wildly.848 gallons a year.500. and 100. However. Bad decision! Sugar prices peaked at 26 per pound then the prices collapsed and within a few months sugar was selling below 2 per pound. It was believed that once the war ended that things would return to normal. Caleb had taken on an assistant named R. (he was short of case since his money was tied up in Loft stock) and gave it to Megargel to buy Pepsi-Cola at the bankruptcy auction. In any event. Guth ―borrowed‖ money from Loft Inc.968 gallons of syrup. By the end of his first year he had sold 7. Guth didn‘t just switch from buying coca-cola to buying a competitor‘s product. After Megargel purchased Pepsi-Cola at the auction for $ 10.Butler. To make matters worse.000 shares of the new company.008 gallons of Pepsi-Cola syrup. and repeatedly turned down Guth‘s discount request.believed that since this was Wholesale quantity he warranted a jobbers (middleman) discount. Guth then formed the ―Pepsi-Cola company‖. and thus protect themselves from even higher sugar prices.000 shares (actually the Grace Company owned the shares but Guth owned the Grace Company). A year later he also began selling Pepsi-Cola bottling franchises. Eventually the Government implemented price controls to stabilize the costs of sugar. PepsiCola had been operating at a loss because of fluctuating sugar prices and supplies. 19 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . and then he started expanding rapidly. Coca-cola disagreed with Guth.000 a year for six years.F. In his first three months Caleb sold 2. During the previous couple of years.000 shares of stock. by 1902. By 1910 he had 280 bottling franchises and covered at least 24 states. By 1904 he was selling 19.000 shares would be kept by the new Pepsi-Cola company to raise money in the future. and that was assuming one could get their hands on a supply of sugar at all. Guth owned 100. a2?? Royalty for each gallon of Pepsi-cola sold. a Delaware corporation with 300. and Guth wasn‘t the kind of guy you wanted to get mad. but even that didn‘t help with the erratic supply side of the sugar market.
Euphoric image built up in the Western countries proceeded the entry into Indian Market. 1923 ―The Pepsi-Cola Corporation‖ was bankrupt. The consumer market can be defined as the market for products and services that are purchased by individuals as households goods for their personal consumption. Cola giant. SOFT DRINK INDUSTRY IN INDIA A soft drink is a non-alcoholic beverage. It was introduced by PARLE during later part of 40‘s. Caleb Bradham died not even able to hold onto his original drug store. services etc. The marketing people did not even receive to publicize Coca-Cola for it sold first like probability not-cakes. at the age of 67. It is artificially flavored and contains no fruit or pulp. and two years later ―The Pepsi-Cola Corporation‖ was allowed to die for nonpayment of taxes. Coca-Cola make a very good beginning and dominated the whole scheme right from the word go.By March 2. Coca-Cola was the first foreign soft drink to be introduced in India in 1965. this was the first brand soft drink in India. 20 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . India with population of more than 100 crores is potentially one of the largest consumer markets in the world after China. due to prolonged foreign rules. In 1934. It (Coca-Cola) faced no competition at that time. Soft drink is a typical consumer product purchased by individuals to quench thirst and secondly for refreshment. Searching for the point of Indian soft drinks we first document on Gold Spot. COCA COLA entered India in the year 1993 In collaboration with PARLE INDIA LTD. and Indians are very found by nature of foreign goods. This extraordinary success of soft drinks can be attributed to the following factors:- Absence of contemporary competitive brand.
later in 1970 introduced Limca. the pioneer in the soft drinks. It took them one year to develop new formula to survive and gradually came up with Campa. Limca and Thumps Up became the brand leader in their own segment. Lemon and Cola. Pepino. Lemony Soft drinks.Parle Exports (P) Ltd. which they had to soon withdraw in the face of battering confrontation with Coca-Cola. they had tentatively introduced Cola. marketing and organizational skills. but failed to achieve their goal on a national basis. This particular slogan helped to win over the loyalists or addicts to Coca-Cola. as the government felt that lots of foreign currency was being wasted. Now it is ranked 86th (1998) in the 21 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . technical. Lemon. the drink market still has large gap. 11 years after the exit of Coca-Cola. The exit of Coca-Cola from India in 1977 accelerated the growth of several Indian Soft Drink. who was in the state of ―Cola Shock‖ or Cola Depression. Jump-In and Treetop were the prominent once. Three of four groups of Indians companies who had the required production capacity started their own brands of Cola. Orange.e. Before Limca introduce. Orange. Till 1977 their equipped bottling plants and the distribution network a longing to be of no use. blazed its way to national prominence with their product ―Thumps Up‖ bearing the slogan ―Happy Days Are Here Again‖. India always has love and hate relationship with MNC‘s which gave a significant opportunities to soft drink industries in India when Coca-Cola decided to windup its operation in 1977 rather than bowing to the Indian government insisting on: Dilution of equity. and a vista was opened to any company with the requisite. The Indian soft markets basically offered three flavours i. Lemon. Manufacturing of the top-secret concentration in India. Orange and Cola that order. Disclose of the chemical composition of the essence. 1990 saw the comings of the multinational company PEPSI entering the Indian market. fame and edge of being one of the best in the game and it also offered stiff competition to Parle and Coke. However Parle. and all Parle Products Gold Spot. as claim by soft drink manufacturers. It had name. To fill these gaps there are many soft drinks concentrate and squashes flooded the market. In spite of all these. New soft drink in the form of Tetra pack entered the market among Frooti. This left a large vacuum in the popular soft drink market. Soon the Indian Soft drink industry started at a phenomenal rate. Pepsi Cola Company founded by CALEB BRADHAM in 1890 at North Carolina in USA.
but for this the company has to invest its own money. Presently is operating in 196 countries.e. size and people.In the COBO. which are "Coboised" i. The market units demarcate the areas.The FOBO‘S are independent to take their own marketing and operational decisions with no major interference from the company.000 million. have Company owned bottling operations (COBO). Its CEO is ROGER ENRICO and PepsiCo. India holding chairman is Mr. technology. COBO . In order to make the organizational structure more effective one structure that can meet the demand of various factors namely environment. the company has total control of the decisions and implementations undertaken. Otherwise it will merely be a makeshift arrangement and the management is rendered difficult and ineffective because organizational structure affects everyone in the organization. The choice is only of the form the pattern of the organization. In India it has 34 bottling plant of them 8 are COBO and 26 are FOBO of which one in Gurgaon. STRUCTURE OF THE ORGANISATION For the every concern a structure is necessary on which the complete organization should be founded. PepsiCo India‘s HQ is at Gurgaon. Planned organizational structure may be proved logical clear – cut and streamlined in order to meet the present requirements. To have a structure is not a choice of the organizer. It helps organization to reach its common goal. The existence of a structure as obvious in every organization whether planned/unplanned or ill planned. In these units there are company owned bottling plants while in other areas the operations are run by a franchisee these areas are referred to as Franchisee Owned Bottling Operations (FOBO'S) and some and in some others Joint Venture operate.world with the asset of around $ 25. RAJIV BAKSI. 22 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . A good organizational structure facilitates management‘s management and the operation of enterprise and its encourages growth. having its headquarter at ATLANTA. FOBO .
1940s advertisement specifically targeting African Americans.
Pepsi's success under Guth came while the Loft Candy business was faltering. Since he had initially used Loft's finances and facilities to establish the new Pepsi success, the near-bankrupt Loft Company sued Guth for possession of the Pepsi-Cola company. A long legal battle, Guth v. Loft, then ensued, with the case reaching the Delaware Supreme Court and ultimately ending in a loss for Guth.
PepsiCo in India PepsiCo gained entry to India in 1988 by creating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCo bought out its partners and ended the joint venture in 1994. Others claim that firstly Pepsi was banned from import in India, in 1970, for having refused to release the list of its ingredients and in 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards. These controversies are a reminder of "India's sometimes acrimonious relationship with huge multinational companies." Indeed, some argue that PepsiCo and The Coca-Cola Company have "been major targets in part because they are well-known foreign companies that draw plenty of attention." In 2003, the Centre for Science and Environment (CSE), a non-governmental organization in New Delhi, said aerated waters produced by soft drinks manufacturers in India, including multinational giants PepsiCo and The Coca-Cola Company, contained toxins, including lindane,
23 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY
DDT, malathion and chlorpyrifos — pesticides that can contribute to cancer, a breakdown of the immune system and cause birth defects. Tested products included Coke, Pepsi, 7 Up, Mirinda, Fanta, Thums Up, Limca, and Sprite. CSE found that the Indian-produced Pepsi's soft drink products had 36 times the level of pesticide residues permitted under European Union regulations; Coca Cola's 30 times. CSE said it had tested the same products in the US and found no such residues. However, this was the European standard for water, not for other drinks. No law bans the presence of pesticides in drinks in India. The Coca-Cola Company and PepsiCo angrily denied allegations that their products manufactured in India contained toxin levels far above the norms permitted in the developed world. But an Indian parliamentary committee, in 2004, backed up CSE's findings and a government-appointed committee, is now trying to develop the world's first pesticides standards for soft drinks. Coke and PepsiCo opposed the move, arguing that lab tests aren't reliable enough to detect minute traces of pesticides in complex drinks. On December 7, 2004, 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. Both companies continue to maintain that their products meet all international safety standards without yet implementing the Supreme Court ruling. As of 2005, The Coca-Cola Company and PepsiCo together hold 95% market share of soft-drink sales in India. PepsiCo has also been accused by the Puthussery panchayat in the Palakkad district in Kerala, India, of practicing "water piracy" due to its role in exploitation of ground water resources resulting in scarcity of drinking water for the panchayat's residents, who have been pressuring the government to close down the PepsiCo unit in the village. In 2006, the CSE again found that soda drinks, including both Pepsi and Coca-Cola, had high levels of pesticides in their drinks. Both PepsiCo and The Coca-Cola Company maintain that their drinks are safe for consumption and have published newspaper advertisements that say pesticide levels in their products are less than those in other foods such as tea, fruit and dairy products. In the Indian state of Kerala, sale and production of Pepsi-Cola, along with other soft drinks, was banned by the state government in 2006, but this was reversed by the Kerala High Court merely a month later. Five other Indian states have announced partial bans on the drinks in schools, colleges and hospitals.
Marketing Strategy of Pepsi
In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up a blind tasting between Pepsi-Cola and rival Coca-Cola. During these blind taste tests the majority of participants picked Pepsi as the better tasting of the two soft drinks. PepsiCo took great advantage of the campaign with television commercials reporting the test results to the public.
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In 1976 Pepsi, RKO Bottlers in Toledo, Ohio hired the first female Pepsi salesperson, Denise Muck, to coincide with the United States bicentennial celebration.
Pepsi logo (1973-87). In 1987, the font was modified slightly to a more rounded version which was used until 1991.
In 1996, PepsiCo launched the highly successful Pepsi Stuff marketing strategy. By 2002, the strategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that "helped redefine promotion marketing." In 2007, PepsiCo redesigned their cans for the fourteenth time, and for the first time, included more than thirty different backgrounds on each can, introducing a new background every three weeks. One of their background designs includes a string of repetitive numbers 73774. This is a numerical expression from a telephone keypad of the word "Pepsi."
Pepsi’s logo (2003-09. Currently using with Pepsi Wild Cherry and Pepsi ONE) In late 2008, Pepsi overhauled their entire brand, simultaneously introducing a new logo and a minimalist label design. The redesign was comparable to Coca-Cola's earlier simplification of their can and bottle designs. Due to the timing of the new logo release, some have criticised the logo change, as the new logo looked strikingly similar to the logo used for Barack Obama's successful presidential campaign, implicating a bias towards the President. Also in 4th quarter of 2008 Pepsi teamed up with Google/Youtube to produce the first daily entertainment show on
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" 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. 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. The team wears the Pepsi logo on the front of their test and ODI test match clothing. Drink Pepsi" 1993-1994: "Right Now” Van song for the Crystal Pepsi advertisement. Have Fun. Since 2007. 1969-1975: "You've Got a Lot to Live. internet viral videos. National Hockey League and Major League Baseball." contest for Canada's biggest hockey fans.Youtube. pictures or essays) for a chance at winning a party in their hometown with The Stanley Cup and Mark Messier. Lay's. The Choice of a New Generation" (commercial with Michael Jackson. 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. 1967-1969: "(Taste that beats the others cold) Pepsi Pours It On". "Bring Home the Cup™. Have a Pepsi" 1961-1963: "Now It's Pepsi for Those Who Think Young" 1963-1967: "Come Alive. Poptub is refreshed daily from Pepsi. 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. Pepsi also has sponsership deals in international cricket teams. 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. 26 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . This daily show deals with pop culture. Pepsi. In 2009." changed to "Team Up and Bring Home the Cup™. and Gatorade have had a "Bring Home the Cup™. and celebrity gossip. The Pakistan cricket team are just one of the teams that the brand sponsers. You're in the Pepsi Generation". Pepsi also sponsors Major League Soccer. Please" 1958-1961: "Be Sociable. Pepsi has official sponsorship deals with three of the four major North American professional sports leagues: the National Football League. Hockey fans were asked to submit content (videos.
1995: "Nothing Else is a Pepsi" 1995-1996: "Drink Pepsi.meaning "Wanna Pepsify!") (Pakistan) (Featuring. 1994-1995: "Double Dutch Bus" Pepsi song sung by Brad Bentz. It's better than sex!" (Larry Sypolt) 2006-2007: "Why You Doggin' Me"/"Taste the one that's forever young" Commercial featuring Mary J." 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" . Blige 2007-2008: "More Happy"/"Taste the once that's forever young" (Michael Alexander) 2008: "Yeh hai Youngistaan Meri Jaan!" (Hindi)(Urdu . Adnan Sami and Annie) 2008-2009: "Something for Everyone. Blige) 2000-2003: "Aazadi dil ki" (Hindi .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.with the Spice Girls.meaning "This is the Young era my dear" (India and Pakistan) 2008: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake) 2008: "Рepsi is #1" Тv commercial (Luke Rosin) 2008: "Pepsify karo gai!" Commercial (Urdu (Hindi . 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. Get Stuff." 2009-present: "Refresh Everything" and (during many commercials) "Every Generation Refreshes The World" 27 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY .
2. Ensure quick storage and inventory processes to maintain freshness and quality.Pepsi Input – Processing – Output Model Input Supply 1. Sales Ensure best technology is available to produce products and mix ingredients. 28 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . Manage supply ingredients to ensure availability to produce products. Manufacturing 1. 2. Maintain purified water supply for quality and availability to produce products.
Manufacturing 1. 2. Output Supply 1. Determine inventory of ingredients to order new supplies.1. 29 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . Ensure proper packaging to ensure quality and freshness in products. 2. Sales 1. 2. Maintain quick local distribution to ensure freshness and quality products. 2. Maintain purified water supply so ensure continuance of production. Determine demand by past sales and future marketing. Adjust quantities produced in real time to meet appropriate demand. Keep positive distribution levels to all sales outlets to maintain positive sales. Meet any new demand or competition with products and consumer needs.
our business partners and the communities in which we operate. Division operating profit grew by 10%. in 1992 Pepsi-Cola replaced its can holders with plastic ring connectors. In addition. Environmental Protection Agency (EPA). these rings snap when cans are removed from the connectors. fairness and integrity. In 1995. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees. Their overall volume grew by 5%. And in everything we do. around the world. Pepsi was one of only 20 companies honored by the U. They have six of the fifteen largest-selling brands in U. greatly reducing the risk of entanglement for wildlife.Pepsi’s Mission The mission of Pepsi is to be the world's premier consumer Products Company focused on convenient foods and beverages. Division net revenue grew by 8%. Pepsi has grown faster than both the S&P 500 and their industry group over the past four years. sixteen of their brands sell more than one billion dollars each at retail. Pepsi is also very concerned about the environment and has a separate set of goals." A third goal of Pepsi is to achieve a diverse workforce. For example. we strive for honesty. photo-degradable additives break down these connectors into small particles when they are exposed to sunlight. Using a break-apart concept.S Supermarkets. Our goal is to have the least possible impact on the environment and so far we have been very successful. 2003 alone was a strong year. EPA Administrator Carol Browner called the efforts of Pepsi to reduce solid waste "a notable achievement.S. Pepsi knows that understanding different cultures is a major advantage. further reducing the likelihood of any negative environmental impact. Total return to shareholders was 12%. They see that offering a workplace where diversity is valued helps them build the top-quality workforce so crucial to their 30 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . And. They view diversity as a key to their future. Earnings per share grew by 22%.
success by enabling them to attract and retain great people from a wide spectrum of backgrounds.” This intense dedication to diversity has led to many awards that include being named a top 50 company for diversity by DiversityInc. Their CEO offers this quote. and is a strong advocate of diversity within our communities. Fortune magazine ranked Pepsi number nine for best companies for minorities. “PepsiCo has long been dedicated to instilling the broadest possible base of diversity within our own company and among the companies who serve us. Business Views 31 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY .
S. Pepsi comes with different flavors or even changes the looks of bottles. Narrowing down its different products towards different type of population. A competent market strategy is very important in today’s competitive market. water. MARKETING VIEW-: The marketing view is the backbone of business dimension in case study of Pepsi. In order to make a firm successful in the marketplace this view must penetrate all the other views together. As seen among these globally operating beverage companies. Advertising is a very vital part in the marketing view because it brings the consumers and Pepsi together which determines the demand. If there is no product. Sprite among buyers for various products within the company. Introducing new ways to approach the market or launching a new product needs good understanding of the target population. Pepsi has wide variety of beverages like soft drinks. in order to stay competent in the market they invent new products to attract more customers and please the existing ones. exclusiveness. This company started with just plain soda and since then has 32 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . Pepsi. Pepsi and Coke. Therefore. and energy drinks. timeliness. especially for a multinational company like. in order to dominant the market globally as well as in the U. for example.. there is no business. PRODUCT VIEW-: The product view of Pepsi reflects the launch of new products every six months. Through the marketing view Pepsi tries to reach to its existing as well as future customers. juices. If Pepsi does not try hard in experimenting new products they know someone else could steal the market with similar ideas. accuracy.These are the three different views to explain Pepsi in terms of relevance. which is done through the marketing view. and accessibility. It forecasts and plans the different components in the business dimension that are going to affect the future of the company.
been trying to add more products to its existing line. Following are the major consideration:- Clear lines of authority. Application of ultimate responsibility. If you look according to the accessibility view you can also see those vending machines everywhere for your conveniences. and the suppliers sell it to the retailers and finally to the consumers. producers. LOGISTIC VIEW-: The logistic view is a very important part of the globally operating companies.organization structure of the company has different divisions. Minimum managerial level. distributors and consumers. The inter. the distributors deliver to the suppliers. By doing this. These four subdivisions are further narrowed among the countries in these continents. to have bottling plants in all the countries they sell the products is necessary. 33 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . Africa. Span of control Simplicity Flexibility Due consideration for tip groups Proper emphasized on shift activities. Europe and America. These supply–chains in different countries are controlled by one main headquarter. Adequate delegation of authority. there exists a well-established connection between the suppliers. The manufacturing plant makes and bottles the product. Unity of directors. Pepsi Company’s organization is divided into four areas covering Asia. For Pepsi.
high profits as a barometer of efficiency. per employee. legal job security and welfare .‖. Innovativeness was reflected in a number of new schemes. inspection. industrial relation. Plant superintendent in the head of the production department. A high profit between its competitors and become industry leader. Controller of accounts heads the accounts department. Employee involvement had been sought through the delegation of authority and devolution of power to grassroots level through a change in administrative structure and the creation of circle. 3. The company stated goals were ―growth. i. he look after production. storage of new materials and though there is a quality control manager. EVERY GOAL AT PEPSI HAS A SMART CRITERIA- S M A R T SPECIFIC MEASURABLE ATTAINABLE RELEVANT TIME BOUND 34 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY .In spite of this all department are in direct control of the director. They represent a future state or an outcome of the effort put in now. 5. GOAL SETTING OF THE ORGANIZATION Goals denote what an organization hopes to accomplish in a future period of time. The main goals as follows:1. Good product quality and service. highly involved employees distinctively charged with pride….e. Manager (Personal and administration) looks after the function of administration. 4. Growth had been achieved in terms of customers and average business 2. A broad category of financial and non financial issues is addressed by the goals that a firm sets for it. bottling process.The purchase officer incharge of all purchase activity of concern. innovativeness.
These are: PEPSI (cola flavour) MIRINDA (orange. restaurants owners and various other soft drinks peddlers also use them. having concentration of ALPHANSO. hoteliers. Thus it can be said that these are the product for mass consumpti 35 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . This is because it is a unit of PEPSI FOODS LIMITED. Ltd. apple & lemon flavour) 7 UP (Clean lemon flavour) SLICE (Mango flavour. Beside direct consumer.TOTAPURI Mango 30:70) SODA EVERNESS MOUNT AIN DEW PEPSI BLUE The chief consumers are young masses. which supplies the concentrates for different brands of soft drink. are very limited in range as it is not independent to diversify its products when required.PRODUCT PROFILE The products manufactured by Pepsi drinks Pvt.
CHAPTER 4 DISTRIBUTION CHANNEL Functions of distributors and retailers Marketing activity Distribution channel.Wholesaler……Jobber…Retailer……Consumer Manufacturer……………………………………………Consumer Manufacturer……………Retailer……………………Consumer 36 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . Channel 1 Channel 2 Channel 3 Manufacturer……...Wholesaler…… Retailer…Consumer Channel 4 Manufacture…….
low margin. 9.They sell several product lines with each line operated as separate department managed by specialist buyers or merchandisers. laundry and household maintenance product. 1. low cost. 3. 8. 5. 2. 4. The use of retailer boils down to their superior efficiency in making goods widely available and accessible to target markets. Discount Store: . 4. 7. open long hours.These are relatively small store located near residential areas. Retailers are the last but not the least in the marketing channel through whom the eventual transfer of ownership of goods take place. Information Promotion Negotiation Ordering Financing Risk Taking Physical Possession Payment Title The major types of retailer are as following:- 1. 2.They are relatively large. 3.These sell standard merchandise at lower prices with lower margins and higher volumes. seven days a week and carrying an united lines of high turnover convenience products at slightly higher prices. Specialty Store: . 5. Super market: .RETAILING Includes all the activities involved in selling goods or services directly to final consumers for personal non-business use. 6. Convenience Store: . 37 .They sell narrow product line with deep assortment. In most of the cases the retailers performs the important functions mentioned as under. high volume self service operation designed to serve total needs for food. A retailer or retail store is any business enterprise whose sales volume comes primarily from retailing. Departmental stores: .
and soap.These sell the merchandise which are bought at less than regular wholesale prices and sold as less than retail. Off price Retailers: .6. gasoline. INTENSIVE DISTRIBUTION: A Strategy of intensive distribution is characterized by placing the goods or services in as many outlets as possible. These may be of three types mentioned as under: a) Factory orders b) Independent off price retailers c) Warehouse clubs ( Wholesale clubs ) DISTRIBUTION STRATEGIES A Company can choose any of the following distribution types: - Exclusive Distribution Selective Distribution Intensive Distribution ―PEPSI‖ HAS ADOPTED THE INTENSIVE DISTRIBUTION STRATEGY. snack foods & bubblegum. it is important to offer greater intensity of Distribution. This strategy is generally used for convenience items such as Tobacco. 38 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . When the consumer requires a great deal of location convenience.
departmental stores. research. It ranks in importance with key internal resources such as manufacturing. Normally it has taken years to build and cannot be easily changed. It represents significant corporate 39 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . the retail environment and the growth drivers of our brands.Manufactures are constantly tempted to move from exclusive or selective distribution to more intensive distribution to increase their coverage and sales and you could find Pepsi in nursing homes. you name it & Pepsi is available there. PRODUCT AVAILABILITY POINT OF PURCHASE BRAND COMMUNICATION BRAND EXPERIENCE Pepsi‘s reinvention of distribution is built on an understanding of emerging consumer trends. confectionery shops. Pepsi‘s distribution system is a key external resource. engineering and field sales personals.
it is not very practical for the producer to distribute the goods produced by the producer at the right time and at right place to the right consumer. Helpful in price determination: Channel of distribution are very helpful in determining the price of the product because they are in direct touch of consumer. FUNCTIONS OF DISTRIBUTOR: The following are certain function. which generally are performance by different channel of distribution or distributor. They can estimate paying capacity of the middleman while determining the price of his product. To manage the process of distribution easy: It is not possible for a producer particularly a producer of consumer good to be in direct touch of all consumers. To manage finance: All the manufacturers have limited financial resources. 40 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . Middleman helps manufacturers in adequate financial resources available. Therefore. Promotional activities: Channel of distribution help the producer not only in the distribution of goods and service but also in promoting the sales of these producers.commitment to set policies and practices that constitute the basic fabric on which is woven an extensive set of long run relationship. Wholesalers advertised for the goods dealt by them and retailers help in increasing the sales by adopting the method of sales promotion.
In the light of these changes it becomes imperative for evry producer to make necessary changes in this product. liking and preferences of the manufacturers. taste. Matching the demand and supply Most important function of the middleman is to collect and services from many producers so that consumer may select from a large number of alternatives. Other Functions: Collection of goods Storage of goods Risk taking To stabilize the price To help in forecasting the demand for a product To help in market research To help in production activities 41 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . Thus the middleman plays the game of matching demand and supply of goods and services in the market".Helpful in communication: It is the time of changes. Channel of distribution helps producer by communicating the changes in the product to the consumer and also communicating the changes in habits. Habits. nature and attitude of the consumers keep on changing frequently. In the words of WOREALDERSON"The goal of marketing is the matching of demand and supply. taste.
a) b) c) d) 42 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . Like retailers wholesaler must decide on target market. Manufactures use wholesalers because wholesalers can perform function better and more cost effectively than the manufacture can. product assortment and services promotion and place. Minimizing obsolescence surplus and scrap by right identification and using correct preservation method. The stores functions can be organized in the following manner:To receive raw material components equipments etc. The stores must be in constant touch with the use department in order to provide uninterrupted services to the manufacture and its decision since working capital is locked up in the warehousing stores in equal to money. warehousing. Warehousing is not a simply storing activity but a package of services that enables the smooth running of the industry. To meet the demand of use department by issuing the order Accounting the transaction properly. To stabilize the price To help in forecasting the demand for a product To help in market research To help in production activities WHOLESELLING Wholesaling includes all the activities involved in selling goods or services to those who buy for resale or business use. transporting financial risk bearing dissemination of marketing information and provision of management services and consulting. A strong facility is necessary because production and consumption cycles rarely match. The most successful wholesalers are those who adopt their services to meet and target customer‘s needs. recognizing that existing to add value to the channel. These functions are not limited to selling and promoting. buying and assortment building bulk barking.WAREHOUSING Every company has to store its finished goods until they sold.
MARKETING ACTIVITY INTRODUCTION Marketing needs a framework that begins and ends with the customer.RETAILING Retailing includes all the activities involved in selling goods or services directly to find consumer for their personal non-business use. ad-agencies and others). All marketer retailers must prepare marketing plans that include decision on target market. Then why would any business chosen to become part of channel system. These tools can be classified into four groups which are called the four P‘s of marketing. distributors. 43 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . A retailer or retail store is any enterprise which sales volume comes primarily from retailing. A marketing network consists of the company and its supporting stakeholders (customers. The operating principle is simple: build and effective network of relationship with key stakeholders. So the marketing channels can be viewed as a set of interdependent organization with high potential for conflict. Marketing tools by themselves do not achieve marketing objectives. retailers. suppliers. A set of marketing tools the firm uses to pursue its marketing objectives are called marketingmix. and profit will follow. There is an intermediate step between the deployment of marketing tools and achievement of marketing objectives.
MARKETING MIX TARGET MARKET PRODUCT PRICE PLACE PROMOTION However some academicians feel that the four P‘s of marketing have become redundant and needs to be replaced by the four A‘s or four C‘s of marketing 44 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY .
FOUR A's AWARENRSS ACCEPTIBILITY AFFORDABILITY ACCESIBILITY 45 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY .
FOUR C's Customer Value Customer Communicati on Customer Cost Customer Solution Soft drink is a FMCG product which has a wide and scattered market. The entire marketing in this case is divided into three parts: ROUTE MARKETING HOME MARKETING AT WORK MARKET 46 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . Thus in order to succeed companies needs to break down their marketing activities into sub-parts to effectively meet the customer needs.
in amusement centers etc. In simpler words this marketing is what we call the bazaar. eating out in restaurants. going to and from work.ROUTE MARKETING Outlets coming under this market cater to the needs of those customers who are engaged in shopping. SALES AND MARKETING HIERARCHY OF PEPSICO INDIA. MUM UM UM TDM MDM ADC MDC CE ME SALESPERSONS MARKETING ASSISTANTS 47 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY .
g. south. ADC . Decides the format and time frame of the marketing and promotional activities and the incentives given to the retailers. Responsible for the daily. The Unit Manager reports to the MUM. He is also responsible for cost effectiveness. TDM . west) and report to the corporate office. He is directly responsible for any issues in the area and is supposed to ensure the smooth functioning of the entire 48 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . MDM . north.Unit Manager: In charge of day to day operations and supervision of all the functions within the organizations including operations. monthly and annual sales within the territory decides the daily schemes for products and incentives for salespersons.Marketing Development Manager: MDM is responsible for all the marketing activities and their effectiveness within a territory.Area Development Coordinator: Reports to the TDM. marketing.Territory Development Manager: TDM is the in charge of the sales and distribution network of a particular territory within a zone. UM . logistics. east. sales and distribution. and is in charge of a C & F center and the distributor point in the area. profit generation and profit maximization within the territory.MUM – Marketing Unit Manager: In charge of specific zones (e.
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 retain the old ones. are responsible for acquiring new customers. and is in charge of carrying out all the marketing activities in the area. Their work also includes informing the retailers about the promotions and any new scheme launched. Coordinates with the outside agencies for displays. He decides and approves the boards. boards. Responsible for assigning and achieving daily sales target given to the salespersons. He is required to visit the market and accompany every salesperson as frequently as possible.sales and distribution network in the area. checks conducted in the market. MDC .Marketing Development Coordinator: Reports to MDM. displays and hoardings in the area.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. CE . They are also required to push for the 49 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . ADC is responsible for timely disposal of any issue faced by the retailers. ME . He is responsible for the execution and success of marketing and promotional activities. He is also responsible to keep a check on the expenditure of the marketing activities in the market.
One of PepsiCo’s key strategies was to develop a completely local management team. PepsiCo intends to expand its operations and is planning an investment of approximately US$ 500 million in the next three years. Marketing Assistant: Reports to the ME and is responsible for the distribution and usage of the displays and boards in the area. the company entered the Indian market through a joint venture with Voltas and Punjab Agro Industries. Pepsi has 15 company owned factories while their Indian bottling partners own 28. snack foods and vegetable and food processing." (PepsiCo’s annual report. other displays and displays in the Vigicoolers. Also has to check whether retailers are following the guidelines of the company regarding promotional displays. 1999) This reflects that India holds a central position in Pepsi’s corporate strategy. They report to the ME. Faced with the existing policy framework at the time. which include more than a third of the world’s population. Pepsi took complete control of its operations. The company has an extremely positive outlook for India. PepsiCo entered India in 1989 and is concentrating in three focus areas – Soft drink concentrate. 50 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . The company has set up 8 greenfield sites in backward regions of different states. India is a key market for Pepsico.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. With the introduction of the liberalisation policies since 1991. "Outside North America two of our largest and fastest growing businesses are in India and China. The government has approved more than US$ 400 million worth of investments of which over US$ 330 million have already flown in. Pepsi is one of the most well known brands in the world today available in over 160 countries. and at the same time the company has added value to Indian agriculture and industry. They report to the CE.
JHONSTANGANJ 8. MUMFORDGANJ 15. ROUTE MARKETING AND PRODUCT DISTRIBUTION TO RETAILORS Routes:1. LUKERGANJ 9. KHULDABAD 11. DARYIBAD 13. MUIRABAD. RAJAPUR 3. CIVIL LINES 2. KATRA 14.Sustainable Competitive 1. TAGORE TOWN 10. TELIRGANJ 6. GOVINDPUR 5. 51 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . SELUM SARAI 4. NEW CANTT 7. KARELI 12.
These shops predominantly sale pet bottles. 52 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY .e. factories etc. the outlets targeted are the canteens mainly.Marketing strategy used by pepsico HOME MARKETING Outlets coming under this market cater to the needs of that customer who by soft drinks predominantly for home consumption either by the glass bottles or pet bottles. i.. The shops targeted under this category are those which are located inside residential complex or are located nearer to the residential areas. AT WORK MARKETING Outlet coming under this market cater to the need of those customers who are working in offices.
The research consists of following steps. collecting . a movement from the known to unknown. and at last carefully testing the conclusion to determine whether they fit the formulating hypothesis . social science define the research as the manipulation of things . RESEARCH METHODOLOGY Research in common parlance refers to a search for knowledge. In fact research is an art of scientific topic. The systematic approach concerning generalization and the formulation of the theory is also research. DEVELOPING RESARCH PLAN: After deciding the objective of marketing research the next step is deciding Research plan for gathering effective information related to this research project. Research Analysis. Research Methodology.correct or verify the knowledge aids in construction of theory or in the practice of an art . formulating hypothesis or suggested solutions .CHAPTER 5 1. 3. One can also define research as a scientific and systematic search for pertinent information on specific topic. 2. Interpretation. Suggestion & Recommendation. research comprises defining and redefining problems. 4. Research is an academic activity and as such the term should be used in a technical sense. which are discussed subsequently. Some people consider research as a movement.research is thus an original contribution to t existing stock of know ledge making for its advancement . 53 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . concepts or symbol s for purpose of generalization to extend .organizing and evaluating data making deduction and reaching conclusion .
Sampling Plan: In designing the sampling plan following points were considered: 54 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . For this I have visited each & every outlet & check all the brands & packs of Pepsi are available or not or which one is available in comparison with Coke & filled it in EDS forms. I carried out information from retailers have carefully selected the instrument & methods of surveying like I have chosen personal contact methods because of higher response rate & meaningful responses this helped me to get the general feedback in Pepsi. The information collected is relevant. Through this I was able to extract information from the respondents about Pepsi‘s products & the competitors. consumer profiles. Here. Research Design: I followed survey technique for collecting the data. etc. In which market information detail of each outlet should be filled in EDS form. distribution strategies. For primary data collection I visited various retailers in Allahabad & for secondary data I went through Books. Journals & Internet. In my research process I have used closed ended & open-ended questionnaire where respondents could answer in their own manner. and market potential. Research Instrument: The research instrument used was EDS form. correct & unbiased.Descriptive Research: In my market survey descriptive research process was carried out to describe the market characteristics. Data Source: During project study I used both primary as well as secondary data source. In market survey research approach.
ANALYSIS Analysis of data As we go along in the market there was mix reaction in terms of market share of Pepsi in the market in some area the Pepsi was doing better than its competitors and in some other area it was other way around there was some brands of Pepsi which were exceptionally doing well like Dew which was far ahead of its competitor namely sprite which was brand of coke and in some outlets 55 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . Through this. Form given by the company because it is the most reliable & accurate method for collecting primary data. Methods of data interpretation: In this market study I have used pie chart for data analysis & interpretation because pie chart is the easiest & comprehensive medium for presentation of data. Sampling Size: I have surveyed about each & every outlet of the area specified to me so size would reach up to 150 retailers. Contact Method: In my research process. I have collected information through personal interview process with the help of EDS. the analysis of body language & facial expressions can be made.Sampling Unit: It includes who is to be a surveyed retailer of Allahabad.
THE PUREST PART OF YOU 56 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . discounts. at the right place. The retailers played a very critical role in the increment in the sales volume of the product and they had to be kept satisfied in order to increase the market share by offering better schemes. PEPSI had approximately 8% market share which sell only Pepsi brands and 85%mixed in the soft drinks market in Mathura and some of its brands like Mirinda Orange and Mountain Dew were performing above standards apart from PEPSI Cola in spite of the Coca Cola with two cola flavor packs i. at the right time is the key for winning consumer in soft drink business. as they do not move the schemes and other display materials and incentives information to the retailers. racks. signage. counter. AQUAFINA. wall paintings and better amount for purchase of shelf space for display. The present distribution system of PEPSI is the best in the entire FMCG industry in Allahabad and the major strength of Pepsi.people were only having Dew which give other brands run for their money.e. display materials such as VISI‘s. The cut throat competition between PEPSI and COKE had lead to the never ending cola war and price war which has brought down the profit margins which is one of the major grievances apart from the common complains pertaining to schemes. which is one of the reasons for the dissatisfaction of retailers. incentives and display materials. Coke and Thumps up. There are some analyses made during the process: Soft drink business‘s behavior is not governed by brand loyalty so the availability of the right brand.. The details of these outlets have been surrendered to the company for action against these outlets. As in the case of other brands of Pepsi like Slice which is Non carbonated drink was good in demand practically all area and there brands of Pepsi which were doing their bit to get good market share for Pepsi so consensus was in favor of Pepsi in tems of brand preference. Another critical issue was the presence of duplicate products of PEPSI in the market. The most important and satisfying observation was that. The enhancement in the distribution network would definitely increase the market share of PEPSI. The existence of sub-dealers and super stockiest are also the major area of problem.
In India Aquafina ‗s journey began with the Bombay launch in 1999 and it was rolled out nationally in the year 2000. The ‗what a body‘ campaign has enabled the brand to drive modern. Aquafina is the face of PepsiCo‗s water conservation initiatives and builds awareness on PepsiCo‘s efforts to replenish and restore the water table through its pack labels This graph shows the total market size of water out of 150 outlets only 94 outlets have Aquafina and 56 have other brands PepsiCo launches packaged nimbus paani.600ml. nimbu paani is loved by Indian people. Brand Advantage Aquafina goes through a 5 step state of the art purification process to give consumers pure water and perfect taste every time. and youthful brand in an undifferentiated category. Bottled across India in 19 plants Aquafina ensures its availability across more than a half million outlets . Nimbooz.1ltr. Aquafina soon become the bestselling brand. PepsiCo India has launched packaged nimbu paani Nimbooz by 7up. Aquafina has been built through refreshing and edgy advertising.The product has been created to suit Indian tastes. 57 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . premium. Speaking about Nimbooz Puniralal executive director marketing PepsiCo India ―Pepsi is delighted to introduce Nimbooz It suits the Indian tastes and preferences.BRAND HISTORY Aquafina was first launched in USA in the year 1994 and with its unique purification system and great taste.2ltr bottles and in bulk water jars of 25 ltrs. At the onset of the summer. PepsiCo claims that Nimbooz contains no artificial flavours and contains real lemon juice.To cater to varied consumer needs and occasions it is available in various pack sizes like 300ml.on the strength of its brand appeal and distribution Aquafina has become of India‘s leading brands of bottled water in a relative short span.
press and outdoors. The demand was not fulfilled in the market and was in short supply in the summer season proving the positive response of the consumers towards it Nimbooz has proven the right step of the Pepsi to enter the new segment of non carbonated drinks. Product lines of Coke& Pepsi are as follows:- 58 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY .now Nimbooz has clicked the Indian palate the response was so good that PepsiCo was struggling to supply the product its asli nimbu paani taste appeals to the consumer‘s palate and culture. Nimbooz has been launched in three packaging formats 350 ml pet. The market of Allahabad has shown positive signs of sales and is demanded by the consumers‘ there leaving behind the nimbu fresh of coca –cola. Nimbooz now has penetrated the market and is adopting the penetration strategy its demand has shown tremendous growth and is threatening the nimbu fresh. 200ml tetra. Pure Nimbu paani taste have hit the consumers heart as it does not contain any fizz and artificial flavours giving the taste and soothes the Indian palate and culture of drinking nimbu paani in the summer season as it has been the tradition in India. Nimbooz has been effective in breaking the competitors‘ nimbu fresh of coca-cola and has now been the only one in the market and has grabbed the max. In order to increase the non carbonated range is the best to introduce Nimbooz a s it contains real lemon no fizz and no artificial flavours will be available in trendy packs. road shows. Percent of the sales.The proposition of the Indian refresher perfectly captures the mass appeal of this product and will certainly drive consumer connect.Nimbooz will be relevant and affordable offering for consumers on the go because of its ready to drink format that is both convenient and hygenic.The 360 degree market communication will build awareness trough media. PepsiCo has drawn up a intensive consumer activation market to campaign nimbooz. 200mlRGB.
FLAVOUR COKE BRAND PEPSI BRAND Cola Coca-Cola Pepsi Thums-up Pepsi diet Coke diet Orange Fanta Mirinda Cloudy Lemon Limca Mirinda lime Clear lime Sprite 7up Mango Juice Maaza Slice 59 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY .
60 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY .
Glow sign boards are not look after by the company staff a person should be appointed for it. The presentation and the communication of the sales person is not up to the mark. I met with retailers who told me if I keep my chilling machine open all day along it will consume 2-3 unit per day. orange.The company told us I will provide you electricity charges but they will not paid yet. If they will not pay I will stop to sell their products. The advertisements of Aquafina. 61 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . Retailers are asking for the incentive or gift and sales promotional schemes. in lime segment SPRITE is the main competitor of 7UP and MOUNTAIN DEW. lemon. Visit of technician in the area is less the visi – cooler problem are not solved. cola.e. in mango segment MAAZA is the main competitor of SLICE. lime and fruit juice in the market but it is quite necessary to develop its market share. Order booking at the time of sales day or any other day is not fulfilled on the next 2-3 days in Allahabad area. Inadequate information about the schemes and sudden offer. should also be focused along with Pepsi.CONCLUSION with the following conclusions: Pepsi has all the flavours i. In Cola segment THUMPS-UP is the main competitor of PEPSI. which will cost at least Rs 15. Less distribution of display items in mango area. Nimbooz. in orange segment FANTA is the main competitor of MIRINDA. 7up.
signature of scheme receiving on the cash memo and sells maintained in the route card. A clear notification should be given to teach distributor and each route agent to give cash memo (with printed number) and maintain route card for every transaction. Care should be taken to install these tricycles under a shady tree where providing relief from h eat to the prospective customers as well as the vendor. Retailers keep other companies products in the Pepsi‘s fridge. The company should introduced some schemes for the distributors so that they can put some extra effort to increase the sales 7. 5. Signature of scheme receiving on the cash memo should be taken and it should be also maintained in route card. while is provided by the company. The numbers of outlets are too much. To increase the sale of Aquafina the company should go for innovation there should be a vendor vehicle of Aquafina to show advertisement of the brand so that it can reach the retailers. After the checking of Pepsi‘s Fridge (3or 4 times in every month ) if It is found that retailer does not keep other companies products in the Pepsi‘s Pepsi fridge the claim of scheme should be passed . 2. 6. 62 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . evening and busy roads and chowks near the town`s commercial centers.e. 4. Thus we can improve/increase its sell and employee‘s activities.RECCOMENDATIONS 1. So it is required to short the route and extra vehicles/tricycles provide in this route. Proper care should be given the company‘s employees at the time of scheme close. difference between opening stock and closing. 3.e. Number of tricycle can be installed at various place like public during the peak hours i. Claim of scheme should be passed after the deeply stud y of above three points i.
policy etc. So we should try to keep every information about Coke i. 9. LIMITATIONS OF THE PROJECT I had to cover the maximum number of outlets so it was a rather difficult task to give time to each and every surveyed.e. The vendors must be taught to be polite to the consumers. Coke is the only competitor of Pepsi. The outlet owners treated me as a employee of the company and use to start telling me the various problems faced by them. always it will help in Decision making. prices scheme. 10. Many of the outlet owners were not able to understand the language of CSPD format. care should be taken that soft drinks in the ice box are always chilled and ice readily available.8. The vendors can also be provided with uniform by the company in order to give them visibility. 11. All these tricycles targeted the tired and thirsty consumer or the road and other place. 63 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . Many of the shops were close during the day hours which were also a big problem in meeting these outlets owners. The owners were not present on the spot for any clarifications.
its marketing team. The strength can be anything that adds value to its business. These are some of the factors that may cause severe damage to the organization and hamper its growth. Any such activity in the environment that helps the organization to grow is an opportunity for it. Strengths and weaknesses are internal factors. or lack of proper financial capabilities. Opportunities and threats the factors external to the organization and they are critical for be effective functioning. its latest product innovation. poor marketing strategies. These are the internal factors which have to be analyzed from time to time. An organization should try to improve upon its strengths and reduce its weaknesses. These are some of the threats to an organization. The strength of an organization can be its infrastructure. Opportunities and threats are external factors. unevenly trained sales force. whereas opportunities and threats are external to the organization. SWOT stands for strengths. in order to sustain in the market. The organization should constantly keep a watchful eye on the market so that it can analyze the opportunities and threats it is facing. The opportunities of an organization can be a new potential market with ample scope for growth.SWOT Analysis SWOT analysis is a tool for auditing an organization and its environment. and threats. opportunities to have a collaborative advantage (Advantage through strategic alliances and partnerships). The threats to an organization can be a new competitor in the market. weaknesses. low quality products. Strengths and weakness are internal to the organization. untrained employees. or opportunities to fulfill the demand of a latent market. The weakness of the organization can be incompetent management. price reduction in the competitor‘s product or a new product introduced in the market that will eat into the company‘s market share. its employees. its international quality standards or even its closeness to the market. It is the first stage of planning and helps marketers to focus on key issues. 64 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . opportunities.
Katrina kaif. Sanjay Dutt has a great impact on the sales. EXTERNAL • OPPERTUNITY • Conditions in the external environment that favour strength • THREAT • Conditions in the external environment that do not relate to existing strength or favour areas of current weakness. 65 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . Ranveer Kapoor.INTERNAL S W O T STRENGTHS: • STRENGTH • Things the company does well. Celebrity endorsement like Indian cricket Team. • WEAKNESS • Things the company does not do well. The mountain dew gave Pepsi a opportunity to have more demand as its rival does not have any substitute for it.
66 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . The cooling equipment is not handled properly by the officials and many complain are not solved. WEAKNESS: Purity and quality of the products are estimated manually and hence the slice bottles have shown some particles in it. This is an aggressive strategy to have better hand in the market. The schemes do not reach the retailers. More emphasis is given to the large dealers. Seasonal offers contest gave a boost to the sale. The price charged by the retailers is different from the printed MRP. It has muscular brand Image. It has a very strong distribution network and well built market and currently holds almost all the parts of the city. It‘s one of the popular brands PEPSI in Cola flavor is lagging behind with its nearest competitor only due to high sugar content and less thrilling taste. Promotional activities in the rural market are not up to the mark as compared to the urban market.
THREATES: One of the products of their competitor in the Cola segment has a very good market shares due to its taste. It should adopt automatic and computerized quality control system for its products. lassi. The present supply of all the flavours especially slice is not sufficient to fulfill the demand during summer season. 67 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . sugarcane juice sattu etc. There are a number of petrol pumps on the GT road which can be tapped. It should give more incentives to the dealers in the rural areas. Threat from indigenous drinks like that of sattu. where there is a huge market potential. The entry of new company products. which may be trapped profitably. As we know that Swami Ram dev Maharaja has a very huge fan that follow him and he is telling people that don‘t take soft drinks . There are many dissatisfied dealers of coke in the city which can be tapped. A big number of schools and colleges in the city do not have canteen which throw a great opportunity for the company.In spite of soft drinks take indigenous drinks like lassi. The distribution of Coca-Cola is very strong in the outskirts of the city. I think it can be a big threat for PepsiCo. Hotels and restaurants must be contracted to promote the sales by using various techniques like gifting Pepsi products on their bulk sale. Like (coca cola) would make the market more competitive. sugarcane juice and other fruit juice that apart from quenching thirst has nutritive value.OPPORTUNITIES.
DATA ANALYSIS Q1.how many core outlets of Pepsi? pepsi More than 20 More than 50 More than 60 ans. 68 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY . 67 80 70 60 50 40 30 20 10 0 pepsi There are 67 core outlets of pepsi out of 150 survey.
how many c type channel are there ? C channels More than 15 More than 30 More than 50 ans. 53 60 50 40 30 20 10 0 pepsi There are 53 c channel of pepsi out of 150 survey. 69 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY .Q2.
70 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY .Q3. How many ice box of pepsi and coke ? pepsi coke 25 19 Sales There are 25 icebox of pepsi and 19 icebox of coke in out of 150 survey.
71 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY .Q 4.which visicooler do you have ? pepsi Coke own 85 50 15 85 retailers have pepsi visicooler and 50 have coke and 15 have own.
72 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY .5 2 1.5 1 0.Q5.5 0 pepsi coke Pepsi have more than 4 service frequency and coke have more than 3 in a week.5 3 2.what is the service frequency of salse man ? pepsi coke More than 4 days More than 3 days 4 3.
Q6. What is the market share of pepsi and coke ? Peps i coke 56 44 60 50 40 30 20 10 0 pepsi core Market share of pepsi is 56 and coke 44 in Allahabad. 73 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY .
―Management function and behavior‖.co. The Market Research Toolbox: A Concise Guide for Beginners.com www. and Namakumari.in www. BPB.9th .rjcorp.BIBLIOGRAPHY BOOKS Kotler. Phillip. WEBSITES www.org www. S. ―Marketing management‖.pepsico. Edward F. ICFAI university press. ―Marketing management‖.in 74 LLOYD INSTITUTE OF MANAGEMENT AND TECHNOLOGY .wikipedia. Peter. Drucker.google.S. Market research . Macmillan. ―Marketing management‖ Prentice Hall of India. edition-3rd Ramaswami.. edition.McQuarrie. edition-2nd.yahoo. V.
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