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3 INTRODUCTION OBJECTIVE AND GENESIS IMPORTANCE 1
1.1 INTRODUCTION “Marketing is the process of discovering and translating consumer needs and wants into product and service specification; creating demand for these product and services and then in turn expanding this demand -H.L.Hansen Planning is the modern marketing concept starts with the consumers. Understanding of the consumers is the first step in together to determination what the consumer wants, how best to produce and sale the product, which can satisfy their wants and also how to motivate the purchase of the product. Marketing is the process of planning and executing the conception, pricing, promotion and distribution of ideas, goods and services to create exchanges (with customers) that satisfying individuals and organizational objectives Satisfying customer needs (creating utility) through the exchange process Create a marketing mix (4 P’s) Product Price Promotion Distribution (place) Marketing information is a critical element in making effective marketing decision. The pace of technological development and the globalization of trade mean that today’s environment changes more quickly than ever before .Micro and macro environment sources –along with internal data and marketing research –provide unprocessed data. Therefore it is of the utmost importance for an organization to have a well developed information gathering system In order to create useful information, data (unprocessed facts and figures) must be collected and organized in some meaningful pattern. Information is data that have been deliberately selected, processed and organized to be useful .organisation gathers and store a vast amount of information as a regular part of conducting their business. Internal information comes from within the organization itself (internal environment).External information has been generated from data outside the organization. The external 2
environment of marketing include many diverse information sources, such as demographic, economic, legal technological and competitive The focus of the survey is to take a sample to depict the wider picture of present position of two major players in the field of aerated drinks in India. India’s aerated drinks market divided between two global players PepsiCo and coca-cola both having set up operations in India less than ten years ago. West and north India accounts for more than 60% of the national market. More than 70% of the demand originates in urban areas. The market is divided between coke, which leads in total volumes, but not in any category, and Pepsi which leads in the cola segment, but has 45% of the total market share. The product formats have expanded in recent times: returnable glass bottle 300ml, PET bottles for outside consumption in 1 litt./1.5lit./2lit. Packs, personal packs 600ml, aluminium cans 330ml and vending machines. Cola and orange are the main consumer flavours Further,both pepsi and coca cola are pursuing a generic approach of company owned bottling operations (COBO) and franchise owned bottling operations(FOBO) ,are setting up integrated lines for a range of carbonated beverages ,club soda and pure drinking water in plants built to global standards 3
1.2 OBJECTIVE AND GENESIS OF THE PROJECT 1) The basis of this project is the non availability of concrete knowledge about the position of these two brands in Ranchi 3 region. The reason was that adequate survey of out lets had been not carried out in the past in this area. So this was the main reason for conducting study in this area. Also the timing of this project in this area was quite appropriate as it was the peak period of sales of cold drinks being the summer season. And thus it was more so necessary for Pepsi to know that by how degree it has to improve its performance in this area with respect of its competitor brands coca cola in this area. Also this project was also considered to be useful in gauging the distribution patterns of these two brands of this area. It helped in finding out the points of slackness in the distribution channels of this area. 2) The focus of this project is to find out yearly sales of brands of cold drinks of the pepsi and its competitor coca cola by the outlet in Ranchi 3. It implies determining the share of market owned by both the brands of cold drinks. It helps the describing the kind of competition between these two giants of cold drinks in this area and thus concluding who is the market leader of this area. Also the project aims at observing the magnitude of facilities provided by these two companies in the outlets of this area, viz. glass freezers and freezers without glass. It can help in determining the level of concerns of these companies towards their retailers. Also it can show that whether these facilities have an effect on their sales or not. Apart from that, another objective of the project was to observe the number of outlets having the billboards and painting on their walls advertising these two brands .It helped in knowing the publicity consciousness of these brands in this area and its effect on their sales particular outlets. in that 4
1.3 IMPORTANCE The training in the organization is very important for a student who is undergoing with such course. This course is not the answer for all the problems, which arises in the practical field. There is no certain formula for any particular problem, but the aim of this study is to develop the ability of decision-making. Right decision at right time itself helps an organization to run smoothly. This training in an organization gives an idea how decisions are taken when any problem comes to an Executive. So the way to problem solving, right decisions making and knowledge of different type of making activities give much importance to the study. Though in 45 days it was not possible to understand it in depth but an overall idea could develop. 5
CHAPTER – 2 ABOUT THE ORGANIZATION 1. 2. 3. S.M.V BEVERAGES LIMITED STRUCTURE OF THE ORGANIZATION PRODUCT MIX a. INGREDIENT 4. 5. PRODUCTION PROCESS SWOT ANALYSIS 6
2.1 S M V BEVERAGE LIMITED S.M.V. Beverage Pvt. Ltd, Adityapur, (Jamshedpur) a medium sector enterprise, located amidst beautiful surroundings, on the TATA Kandra road in the Adityapur Industrial Area, and producing PEPSI range of bottled soft drinks, viz. Pepsi, 7 Up, Mirinda, Teem, Mirinda Lemon, Mirinda Apple and Lehar Slice and had become a household word in the Jharkhand State symbolizing achievement and advancement over the years. Steel City Beverages was established in 1967 and production commenced in March 1969. At the very outset the company installed state the art machines and technology, for the production and bottling of soft drinks. The bottling plat with a capacity of produce bottle 220 per minute is totally automatic and also had a modern state of the art inter mix machine for binging forth the right blend of flavors. The company continuous to adopt and innovate technology in keeping with its policy of constant quality improvements. With the advent Pepsi Food Limited for the production and sales of Pepsi range of soft drinks for Jharkhand. The company symbolizes self reliant in technology and ranked as the Best bottling company in the country in terms of Quality, Efficiency, Sale, Productivity and KRD. Till 1998, it was under the guidance of its Chairperson, Smt. Kusum Kamani and the able stewardship of its Managing Director, Shri. Nakul Kamani, the Co. has consistently bagged on numerous occasions, awards for Quality Assurance and Productivity, in 1993 it bagged top honors for being the best Quality conscious Plat amongst all Pepsi Bottling companies in India. In March 1999, Steel City Beverages Ltd. was taken over by Mr. S. K. Jaipuria from Mr. N.D. Kamani, along with Rushabh Marketing Ltd., a marketing unit. Mr. S.K. Jaipuria started running this plant very successfully. He was very much enthusiastic to increase the production and sale and to capture the whole market of Jharkhand. He established another plant in the name of SMV Beverages (Jsr) and increased the production from this new plant. The capacity of this new plant is 600 bottles per minute. Simultaneously, 7
another marketing, company came up in the name of Hyderabad Marketing Company, Which is catering the need of whole of Jharkhand state. The Company’s highly sophisticated plant and quality control laboratory along with the dedication and enterprise of its employees is more than evenly matched by the management’s sense of understanding and compassion that has insured the company’s progress with every passing day. The company has a sale of more than 24 million bottles. It has maintained and nurtured a vast network of distribution for its product in Jharkhand and currently holds way over more than 50% of the states consumer soft drinks market with an estimated growth annual turnover of over Rs. 10 corers. The company is currently in pursuit of the coveted ISO9002, which it is confident of achieving and would hence become the first food product factory in India to do so. 8
2.2 STRUCTURE OF THE ORGANIZATION For the every concern a structure is necessary on which the complete organization should be founded. To have a structure is not a choice of the organizer. The choice is only of the form and pattern of the organization. Planned organizational structure may be proved logical clear – cut and streamlined in order to meet the present requirements. Otherwise it will merely be a makeshift arrangement and the management in rendered difficult and ineffective because organizational structure affects everyone in the organization. A good organizational structure facilitates efficient management and the operation of enterprise and it encourages growth. It helps organization to reach it’s predetermined goal. In order to make the organizational structure more effectible one structure that can meet the demand of various factors namely environment, technology, size and people. SMV Beverages (Jsr) has duly considered these factors to build and efficient organization structure. As it is a medium scale enterprise and fully automatic, the manpower requirement is less. Hence, like any contemporary company, it has adopted a flat structure. Following are the major features of the organizational structure of SMV Beverages Ltd. • • • • • • • • • Clear lines of authority. Adequate delegation of authority. Minimum Managerial skill level. Unity of Directors. Applications of ultimate responsibility. Span of control. Simplicity. Flexibility. Due consideration for top groups. SMV Beverages (Jsr) has a management board headed by its’ unit manger & Director Mr. P.S. Kumar. He is responsible for overall policies regarding managerial decisions and all 9
the executive functions. He looks after all the functional departments like productions, Sales, account, personnel & purchase. Every department is headed by their respective managers who sends reports to the unit manager and are responsible to him in every sense of working. The Plant Manager is the head of the production department. He looks after production i.e. bottling process, inspection, and storage of new materials and maintenance of the plant as a whole. He also Heads the quality control department through quality control manager. The controller of accounts heads the accounts department; under him there is a chief accountant. The purchase officer is in charge of all purchase activity of concern. PAC (Product availability Co-ordinator) is in charge of shipping department, coolers and PMX. Personnel department is headed by the personnel manager and looks after the function of administration, industrial relation, legal jobs, security welfare etc. The HMC Hyderabad Marketing Company In these two units, the Head of Sale and Marketing is in charge of all the marketing activities i.e. sales promotion, publicity, advertisement, market survey, and shipping. Though his main function is to have a control over the outlets distribution, Sales Manager is assisted by sales executive and sale supervisor. 10
ORGANISATION CHART OF SMV BEVERAGE (JAMSHEDPUR) (A UNIT OF SMV AGENCIES (P) LTD.) DIRECTOR Personnel Dept. Plant Manager Purchase Dept. PMT/Sivi Cooler Finance Dept. Dept. Logistic Manager Shipping Dept. Personnel Manager Production Manager Purchase Manager (Equip) Finance Mng. Manager Shipping in Charge Shipper Staff Personnel Officer Staff Security Dept. Maintenance Engineer Blow Moulder (O & M) Engg. Laboratory Store Supervisor Staff Asst. Purchase Staff Account Officer Asst. Account Officer Accountant Jr. Account Executive Cashier Electrical Engg. Executive Manager (Q.C) Chemist Asst. Chemist 11
2.3 PRODUCT MIX The product Manufactured by SMV Beverages Pvt. Ltd, are very limited in range as it is not independent to diversify its products when required. This is because it is a unit of PEPSI FOODS LIMITED, which supplies the concentrates for different brands of soft drinks. • • • • • • • PEPSI (Cola Flavor) MIRINDA (Orange, apple & lemon flavor) 7 UP (Clean lemon flavor) SLICE 30:70) SODA EVERNESS PEPSI AHA PEPSI BLUE (mango flavor, having concentration of Alphansol, Totapuri Mango The chief consumers are young masses. Beside direct consumer, hoteliers, restaurants owners and various other soft drinks peddlers also use them. Thus it can be said that these are the product for mass consumption. 2.3. PEPSI SL.NO 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. (a) INGREDIENT UNIT SIZE Theoretical Sugar Excess Sugar Total Activated Carbon Hyflo supercel Filter plastic to be used Hyflo supercel for precoat Brin on which water calculated Water to be taken into tank Water to be taken for washing 1 1128 25 1153 2.3 2.3 10 7 NA NA NA 2 2256 25 2281 4.6 4.6 10 7 65.5 1200 800 3 3384 25 3409 6.8 6.8 10 7 65.5 1800 1250 4 4512 25 4537 9.1 9.1 10 7 63.5 2600 1450 12
7 UP SL.NO 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. UNIT SIZE Theoretical Sugar Excess Sugar Total Activated Carbon Hyflo supercel Filter plastic to be used Hyflo supercel for precoat Brin on which water calculated Water to be taken into tank Water to be taken for washing 3 1297.2 25 1322.2 2.6 2.6 10 7 72 500 300 3 1188.6 25 1214 2.4 2.4 10 7 70 500 400 3 1428.3 25 1453.3 2.9 2.9 10 7 70 600 600 6 259.4 25 2619.4 5.2 5.2 10 7 72 1000 600 6 2377.2 25 2402 4.8 4.8 10 7 71 1000 800 6 2865.6 25 2881.6 5.8 5.8 10 7 69 1300 1000 9 3891.4 25 3916.6 7.8 7.8 10 7 72 1500 900 9 3665.8 25 3591 7.2 7.2 10 7 71 1500 1200 9 4284.9 25 4309.9 8.6 8.6 10 7 67 2100 1450 12 4754.4 25 4779 9.6 9.6 10 7 71 2000 1600 Mrinda Lemon SL.NO UNIT SIZE 1. Theoretical Sugar 2. Excess Sugar 3. Total 4. Activated Carbon 5. Hyflo supercel 6. Filter plastic to be used 7. Hyflo supercel for precoat 8. Brin on which water calculated 9. Water to be taken into tank 10. Water to be taken for washing Mrinda Orange SL.NO UNIT SIZE 1. Theoretical Sugar 2. Excess Sugar 3. Total 4. Activated Carbon 5. Hyflo supercel 6. Filter plastic to be used 7. Hyflo supercel for precoat 8. Brin on which water calculated 9. Water to be taken into tank 10. Water to be taken for washing Notes: • • • Please drain excess water after precoat filter press. Maintain raw syrup tank tempt. 81 °c+/-2 °c Total A. Carbon contact time 30 minutes at 81 °c+/-2 °c 13
• • • Hot leaching must be done after filtration. Simple syrup tempts. Must be maintaining between 21 °c – 25 °c after P.H.E. Hot water must be passed through all equipments before start up of syrup preparation. STEPS TO BE FOLLOWED • • • • • • 2 °C • filter press. • minutes. • • • • Check clarity of raw syrup through 0.45 micro- filters. If OK start syrup transfer of raw syrup to filtered syrup tank. Re-circulate raw syrup through filter press to raw syrup tank for 15 Precoat the filter press and drain excess water after precoat from Hot water (8590) to be passed through all equipments. Take initial treated water (as per syrup making chart) into raw tank. Raise the tempt + - of water up to 81 °C+/-2 °C Add sugar into raw syrup tank as per syrup making chart. Wait for tempt. Compensate after sugar addition. Add activated carbon of hyposupercel & maintain 30 min. contact time at 81°C+/Maintain raw syrup tempt. After P.H.E. between - 21 °c to 25 °c. Do not reaching after complete transfer of raw syrup. 14
2.4 PRODUCTION PROCESS The bottling process at STEEL CITY BEVERAGES is automatic. The various units of this plant are: WATER TREATMENT UNIT Water in the STEEL CITY BEVERAGES LTD. Come from Sitarampur dam and is stored in a reservoir. Before ensuring production, this raw water is treated in the water treatment plant.The process involved is known as coagulation process. Main chemicals, which are used, are ferrous Sulphate (FeSo4), calcium hydroxide (CaOH) and chlorine (Cl). Initially water is treated with all these chemicals in the treatment tank and becomes turbid. All impurities get settled at the base and remove the turbidity. Next it is sent to a sand filter to remove the turbidity. Then it is sent to the CARBON TANK where all the microorganism and chlorine is removed the water so obtained is completely free from any king of impurity and is ready to be used in further processing the maximum alkalinity is maintained until it is as much as 50 p.p.m. ROLL CONVEYOR This automatic operation machine takes the dirty empty bottles for washing. A person is required to put the empty bottles on the roller conveyor. CLEANING (THE BOTTLES) UNIT 15
Used bottles returning from the market are stealthy. It is completely an outer process, which takes place within a machine. The machine has three compartments. Bottles for washing placed on conveyor come inside the machine and get successive treatment. Bottles are treated with 4% caustic soda in the frost compartment at the temperature, 100115F. Next these are conveyed to the second compartment where bottles are again treated with 2% caustic soda at the temperature 120F. In the third compartment bottles are treated with sort ware. Time duration in the each compartment is 10 minutes. CONVEYOR CHAIN These are for the movement of sterilized empty, filled and crowned bottles. LIGHT SCREEN To check if any dirty part is unwashed in the sterilized bottles, which are coming through conveyor chain? This checking is again crowning. SYRUP ROOM Syrup room is situated on the first floor. Here syrup is prepared from filtered water, sugar and the concentrate. The room is well equipped with several tanks and filter press. The first one is heating tank is which syrup is actually prepared. Calculated amount of sugar along with concentrate and water is heated up to 850C. Thus a saturated solution is prepared. Next it is sent through a machine called filter press. Syrup is filtered here. Filtered syrup is next passed through a Para – flow cooler, where by recycling and glycol method, the temperature of the syrup is cooled down. Cooled syrup is then stored in a syrup tank. Syrup then comes to the traumatic machine. Here syrup is mixed with carbonated water under pressure in a definite proportion. FILLER MACHINE Washed empty bottles enter into this through conveyor chain and then they are filled with exact quantity of beverages. 16
CROWNER The filled bottles are crowned with metallic caps to protect the purity of content. Then the bottles are given the batch no., year, etc. with the help of laser machine. Thus the whole process from washing to crowning is automatic. The filled bottles are lifted manually from conveyor and placed in crates. The bottling of beverages is carried out at a rate of 240 bottles/min. The new bottling unit has been established in order to pace the bottling process in the month of February. After establishing the now production unit the rate per minute raised to 600. Before it was 440 bottles per minute. 17
Bottle Process Layout Roller Conveyor Conveyor Chain Bottle Washing Machine Dirty Empty Bottles in Crates Empty Washed Bottle Inspection Bottles Loaded Coding Machine Filter Machine Filter Bottle Inspection Empty Crates Filled bottle Inspection 18 Ware House
Pet Bottle Process Chart Treated Water Sugar Bottles Flavor Concentrate Simple Syrup Airveyor Syrup Rinser Treated Water Treated Water Filter Treated Riser Cap Hopper capper Water Warmer Chemicals labeller Palletiser 19
2.5 SWOT ANALYSIS STRENGTH: Comparative study of the two close rivals pepsi and coke in the soft drink market is necessary for taking the future course of action for the improvement in the product line and services 1. 2. 3. It also shows the actual market share of the company New outlet opening and sales promotion has also been done during the project training Many problems has been removed during this project training WEAKNESS: 1. 2. 3. 4. 5. 6. Sales promotional activity is lacking as compared to its nearest rival in the market. Brand Pepsi of cola flavour is its one of the popular product lagging behind with its nearest competitor only due to less thrilling test More emphasis is given to the fat dealers only. In cola flavour segment Thumps up is the winner so Pepsi cola flavour should be improved Schemes and other sales promotional item are not reaching to the small outlets Glow shine board, stand, umbrella and other sales promotional items have not reached to the Ranchi 6 market for the last two years as coca cola providing these items on regular basis. 7. 8. The concept of fat dealers is good for the rural and far flung area but it is harmful for the urban areas. Number of van should be more so that the frequency can be increased. 20
OPPORTUNITIES: 1. There is a huge potential in Ranchi 6 and its surroundings rural area for tapping up this, promotional camps schemes and other promotional activities must be carried out. 2. 3. It should give more incentives to the dealers in the rural areas, where there is a huge market potential. Many shops and outlet holder do not keep Pepsi and its product only due to the commitment those companies have made during the peak season but it did not fulfilled thereafter so it is necessary to pay attention towards this. 4. Apart from sponsoring films, cricket and music it should also sponsor to different fashion shows, quizzes and debates in schools and colleges. THREATS: 1. 2. 3. Thumps-up has the biggest share in cola flavour where as 7up is facing stiff competition from its counter part sprite of the coca cola. Coca-cola’s expenditure on sales promotional activity and advertisement is far ahead than the SMV. One of the biggest threat to the SMV BEVERAGES is that distribution channel in the rural area is not up to the mark. 21
CHAPTER –3 AN OVERVIEW OF SOFTDRINKS INDUSTRY 3.1 3.2 3.3 Soft Drinks Industries in India History Profile of S. M. V. Beverages 22
3.1 SOFT DRINK INDUSTRIES IN INDIA India had “strange bedfellows” kind of relationship with MNC’s, which gave a significant opportunities to drink industry of Indian when coco-cola decide to wind up its operations in 1977 rather than bowing to the India govt. insistence on: • • • Dilution of equity, as the Govt. felt that the lots of foreign currency were being drained. Manufacturing of the top-secret concentrate (syrup in India). Disclosure of the chemical composition of the essence. After the winding of Coca-cola a large space was left in the vast soft drink market and vista was opened for any company with the requisite, technical marketing and organization skill. Three or four groups of Indian bottling companies had the requisite production capacity started their own branch of COLA, LEMON &ORANGE flavors, but failed to achieve their respective goals on the national prospective. OWNER COMPANY Mc Dowell Parle Pure Drinks Modern Bakeries Double Coal Lipton Punjab Agro Ltd. PRODUCTS Thrill, Rush, Sprint, Kissan Gold Spot, Limca, Mazza Campa-Cola, Campa-Orange, Campalemon, Tripp. 777,Tingler Sky, Lemon, Orejoy Lemon, Mcman Soda Tree top Vol fruit Their well equipped bottling plants and the distribution networks were of no use until 1977 when they developed a new formula to survive and they gradually came up with Lemon, Orange and Coal Flavors. No doubt in this era the race winner is Pepsi with its another product 7up Mirinda and Mountain Dew Under its umbrella. 23
Parle products viz, Gold Spot and Limca became the market leader in their respective segments. Thumps up was the front-runner of Parle brands blazing its way bearing the slogan “Happy times are here again” indicating the coke replacement. Thumps up to very great extent retrieved the coke addicts from the so-called “Cola Shock” of “Coladepression”. In spite of all these, the soft drink market is still has large gap, as claim by soft drink manufacturers. To fill the gap, there may soft drinks concentrate and squashes flooding the market. The Indian soft drink market basically offered three flavors, i.e. Orange, Lemon and Coal now after long gap government of India invited Pepsi Cola Company in 1990 and it pumped Rs. 1000/- Crores into India’s Operation. Pepsi Cola Company founded by cable Brandham in 1890 at North Carloina in U.S.A. Now it is ranker 86th (1996) in the world with an assert of around $25000 million, having its headquarter at New York. Its in Indian it has more then 24 bottling plants of them 10 are COBO and are FOBO of which one is in Jharkhand at Jamshedpur. Along with Pepsi Coca-Cola also entered India in 1993 and has joined with Parle to do the business on Indian soil to regain its lost prestige. A soft drink is a non-alcoholic beverage. It is artificially flavored and it contains no fruitextracts of pulp. India, having a population of over 1 billion (approximately) is potentially one of the largest consumer markets in the worked possibly after China. Soft drink is a typical consumer good for refreshment. It is one of the fastest mobbing items among the all FMCG (fast moving consumer goods) products. Searching for the point of origin of Indian soft drink, we first document on gold-spot, which was the first branded soft drink in India. It was introduced by Parle during the later part of the 40’s. Cola giant, coca cola was the first foreign soft drink to be introduced in India in 1965. Coca-Cola made a very good beginning, as it had no competition to face. The marketing people did not even require promoting coca cola, for it was sold like the proverbial hot cake. The not so usual success of soft drink was due to two main reasons: a) Absence of contemporary competitive brand, and 24
b) Euphoric mage built up in the western countries preceded the entry in Indian market. PARLE EXPORT (P) LTD later introduced in 1970 introduced Limca in cloudy lemon segment. Before limca’s introduction, they had introduced Cola Pepino, which they had to withdraw soon due to some confrontation with coca-cola. Before the exit of coca cola many groups of Indian bottling company started producing their own brand of coal, lemon and orange drinks, but failed to achieve their goals on national basis. The exit of coca cola from India in 1978 accelerated the growth of several Indian companies who had been striving since a long time gain a major share in the Indian sort drink market. New soft drink in the form of tetra pack entered the market, among which FROOTI, JUMP-IN and TREETOP were the prominent ones. The year 1990 saw the coming of multinational PEPSI, which entered into the Indian market 14 years after the exit of Coca-Cola. It had name, fame and edge of being one of the best in the game and it offered stiff competition to PARLE and COKE. In 1993, Mr. Ramesh Chauhan, Managing Director of Parle Exports sold all rights to Coca-Cola and hence Parle was taken over by Coca-Cola. The product line of Pepsi and Coca-cola are as follows: SEGMENT COLA ORANGE CLEAN LEMON CLOUDY LEMON MANGO PEPSI PEPSI MIRINDA 7-UP, MOUNTAIN DEW MIRINDA LEMON SLICE COCA-COLA THUMPS UP, COKE FANTA SPRITE LIMCA MAAZA Though Pepsi has entered the Indian market only 13 years ago, it has captured a big market share of soft drinks, removing the monopoly of the Coca-Cola, which ruled for more than 12 years. 3.2 HISTORY Caleb Bradhan, a new, North Caorlina druggist, who first formulated Pepsi-coal, founded Pepsi Co’s beverages business at the turn of the century. Pepsi-cola began selling 25
its production in 1934. Anthony Rossi as a Florida fruit packaging business founded Tropicana in 1947. in 1995 Pepsi co acquired Tropicana, including the Dole juice business, in Aug 1998. Gatorade sports drinks were acquired by the Quaker Oats Company in 1983 and became a part of Pepsi co with the merger in 2001. Gatorade is the first isotonic sports drink. Created in 1965 by researcher at the university of Florida for the school’s football team, “ the Gators,” Gatorade is now the World’s leading sport’s drink. Pepsi Co’s snack food operations had their start in 1932 when two separate events take place. In San Antonio, Texas, Elmer Doolin bought the recipe for an unknown food product- a corn chip- and started an entirely new industry. The product was Fritos brand corn chips, and his firm became the Frito Company. That same year in Nashville, Tennessee, Herman W. Lay started his own business distributing potato chips. Mr. Lay later bought the company that supplied him with product and change its name to H.W. Lay Company. The Frito Company and H.W. Law Company merged in 1961 to become Frito-Lay, Inc. The Quaker Oats Company was formed in 1901 when several American pioneers in oat milling came together to incorporate. In Ravenna, Ohlo, Henry D. Seymour and William Heston had registered the now famous trademark. Pepsi co merged with the Quaker Oats Company in 2001. 26
3.3 PROFILE OF SMV BEVERAGES PVT. LTD. With the urbanization in 1991, about 13 years after the exit of Coca-cola from Indian scene an MNC (Multinational Company) globally known as PCI (Pepsi Cola International) entered the Indian market with its name PFL (Pepsi Food Ltd.). It stated bottling its product in Bihar by Steel City Beverages, Jamshedpur, on 24 th March 1991. Late D N Kamani installed this very bottling unit in 1969. the company entered the soft drink with the introduction of Coca-Cola and used to cater for the market of Bihar, Parts of Bengal, Orissa and Nepal. The company was the pioneer of soft- drinks in Bihar. Due to urbanization and behavioral changes the no. of soft drink consumer’s increase. The Steel City Beverages Ltd. Jamshedpur was unable to meet the dead of supply as per the disability graph in north Bihar due to this increase in the no. of consumers. To fulfill the demand in that very region PFL established a plant in industrial area, Hajipur. Under the auspicious guidance of Sri Charant Khialni in Dec. 1997 famous a Lumbini Beverages Pvt Ltd. It is one of those bottling unit of PFL, which comes under FOBO (Franchise Owned Bottling Operation) The product range produces by SMV beverages Pvt. Ltd. Is as under: Pepsi Mirinda Mountain Dew 7Up Slice Leher Soda(evervess) 27
CHAPTER –4 MARKETING ACTIVITY/MARKETING STRATEGY 4.1 Introduction 4.2 4.3 4.4 4.5 Market Analysis & Sales Promotion Merchandising Policy Method of Merchandising Advertising Strategy of the Organization. 28
4.1 INTRODUCTION The soft drink being a FMCG has a wider scattered market. Thus to enable concentrated effort of marketing activities in different scattered market, for effectively setting the entire market is broken into the following segments. • • • Route Market Home Market At Work Market Route Market: Outlet in this market cater to those people who are engaged in shopping, eating, outgoing to and from work, in amusement centers etc. Home Market: Outlets in this market cater to people buying predominantly for home consumption, either by case or loose bottles. At Work Market: Outlet in this market cater to people working in offices, factories etc. an attempt is always made to make soft drinks readily and conveniently available all day long while people are actively working. 4.2 MARKET ANALYSIS & SALES PROMOTION MARKET SURVEY :One of the most effective tools of the market research technique is Market survey. We can know the actual facts and figures regarding. The product through market survey. Any business organisation has to sell its product in the market. The largest share of market a company has the better its profit margin will be. To increase the market 29
share the company should come out with a product which best satisfies the customer need. To find out the customer need and market demand the company should survey the market and the process is knows as market survey. In the training period I was engaged MARKETING MIX OF PEPSI PepsiCo is one of the world’s largest food and beverage companies, with 2007 annual revenues of more than $39 billion. The company employs approximately 185,000 people worldwide, and its products are sold in approximately 200 countries through four P’s of the marketing mix which are following. 1. Product 2. Promotion 3. Place 4. Price Pepsi Products International Brand Pepsi Pepsi Caffeine Free Pepsi Diet Pepsi Caffeine Free Diet Pepsi • Diet Pepsi Max • Jazz Diet Pepsi • Diet Pepsi Lime • Diet Pepsi Vanilla • Pepsi Wild Cherry • Diet Pepsi Wild Cherry • Pepsi ONE • • • • Sierra Mist • Sierra Mist • Diet Sierra Mist • Sierra Mist Cranberry Splash • Sierra Mist Free Cranberry Splash Tropicana • Tropicana lemonade and punches • Tropicana Light lemonade and punches 30
• Tropicana Twister • AMP Energy sodas Ocean Spray (License) • Ocean Spray juices • Ocean Spray juice Traction • AMP Energy Elevate • AMP Energy Shot SoBe • SoBe drinks More • Ethos Water (License) • Manzanita Sol • Slice • FruitWorks juice drinks juice drinks, dairy, and teas • SoBe Lean diet juice drinks, dairy, and teas • SoBe Life Water • SoBe Adrenaline Rush Aquafina • Aquafina • Aquafina FlavorSplash • Aquafina Sparkling Mountain Dew • Mountain Dew • Diet Mountain Dew • Caffeine Free Starbucks (Partnership) • Frappuccino readyMountain Dew • Mountain Dew Red • Diet Mountain Code Red • Mountain LiveWire • Mountain Voltage AMP Energy Code Dew Dew Dew to-drink coffee • Starbucks Doubleshot • Starbucks Doubleshot Energy • Starbucks Iced Coffee Lipton (Partnership) • Lipton Brisk • Lipton Iced Tea • Lipton Pure Leaf • AMP Energy • AMP Energy Sugar Free • AMP Overdrive • AMP Relaunch Energy Energy Mug Root Beer • Mug Root Beer • Diet Mug Root Beer 31
• Mug Cream Soda • Diet Mug Cream • Life cereal • Quaker Soda No Fear • No Fear • No Fear Motherload • Sugar Free No Fear Motherload Dole (License) • Dole juices and juice drinks • Dole Plus fortified juices Outside North America • • • • • • • • • • • • • • • • • Mirinda 7UP (International) Pepsi Limón Kas Teem Pepsi Max Pepsi Light Manzanita Sol Paso de los Toros Fruko Everness Yedigun Shani Fiesta D&G (License) Mandarin (License) Radical Fruit Oatmeal Brown Sugar Bliss • Quaker Oatmeal Honey Nut Heaven • Quaker 100% Natural cereal • Quaker Squares cereal • Quisp cereal • King Vitaman cereal • Quaker Oh's! Cereal • Mother's cereal • Quaker grits • Quaker Oatmeal-toGo • Aunt Jemima mixes & syrups • Quaker rice cakes • Quaker rice snacks (Quakes) • Quaker Chewy Quaker Brands • Quaker Oatmeal • Quaker Instant Oatmeal • Quaker Oatmeal Breakfast Squares • Cap'n Crunch cereal granola bars • Quaker Dipps granola bars • Rice-A-Roni side dishes • Pasta Roni side dishes • Near East side dishes • Puffed Wheat • Harvest Crunch cereal • Quaker Baking Mixes • Spudz snacks • Crisp'ums baked crisps • Quaker Fruit & Oatmeal bars • Quaker Fruit & Oatmeal Bites • Quaker Fruit and Oatmeal Toastables • Quaker Soy Crisps 32
• Quaker Bakeries 33
Indian Brand AMP Energy (More power to you) Aquafina (Make your body happy!) Dole juice (Healthy juices on the go) Ethos Water (Helping children get clean water) Gatorade (Is it in you?) G2(Off field hydration) Lipton Brisk (It’s bold. It’s refreshing. It’s Lipton Brisk.) Lipton Iced Tea (Refreshment comes in many flavors.) Lipton Pure Leaf Tea (Lipton Tea can do that) Mountain Dew (Do the Dew) Diet Mountain Dew (How Dew does diet) Mug Root Bear (The taste you crave) No Fear (Mug up!) Pepsi (It’s the cola) Pepsi Max (The Invigorating Cola) Propel (Made for bodies in motion) Sierra Mist (It’s that refreshing) SoBe (Healthy refreshment) SoBe Life Water (Thrillicious) Starbucks Coffee Drinks (A new way to fresh) TAVA (Is your TAVA open?)
Products in Ranchi Pepsi Pepsi Diet Tropicana Twister Mirinda 7UP Mountain Dew Slice Aquafina Lehar Soda (Everness) Quality Pepsi follows one quality standard across the globe. Pepsi has a long-standing commitment to protecting the consumers whose trust and confidence in its products is the bedrock of its success. In order to ensure that consumers stay informed about the global quality of all Pepsi products sold in world, Pepsi products carry a quality assurance seal on them. The ‘One Quality Worldwide’ assurance seal appears on the entire range of Pepsi beverage. What goes into a soft drink? Composition of a Sugar-containing Soft Drink • • • • Water: 8690% Sugar: 10-13% CO2: 0.3-0.7% Concentrate: 0.2-0.4% Water Quality: Incoming Water Water accounts for the bulk of all beverages including colas. In other words, the water used in PepsiCo soft drinks must be as safe as possible for human consumption.
How do Pepsi ensure this? • • Every water source used for PepsiCo beverages must first be analytically qualified, which includes using accredited laboratories to test for at least 100 parameters At every plant, Pepsi require the incoming water to be purified even further, using a variety of processes. At a minimum, every plant in world employs a dual back-toback carbon filter. Water Quality: water treatment system for carbonated soft drinks (Draw a figure) • • • • • Chlorination-6-8 PPM chlorine in contact for two hours delivers substantial reduction in micro-organisms. Coagulation-Reduces alkalinity, organics, debris, metals (like iron, manganese and so on), bacteria and viruses. This process also makes it tasteless, odourless and colourless. ACF-Reduces many pesticide residues and removes off taste and odour, colour, THMs, organics and chlorine Micron Polisher-Reduces fine particles UV Light-Delivers at least three log (99.996) reduction in bacteria. Secondary infection) Standards for Flavours and other ingredients • • • • Pepsi flavour concentrates, which make up less than 1% of Pepsi finished beverages, also are diligently controlled Each supplies must submit written verification that each lot of ingredient shipped to Pepsi facilities meets Pepsi strict specifications In addition to water, sugar, and flavour testing, other ingredients, including non agricultural have been analyzed by outside laboratories All ingredients including flavours, emulsifiers, preservations, colours, acidulates, antioxidants and lowcalorie sweeteners are food grade and have been approved by global food standards like the JECFA/CODEX, USFDA and EU Scientific Committee for Foods. All ingredients used also conform to standards laid out by the Prevention of Food Adulteration Act under the healthy ministry
Sugar • • Sugar accounts for 10 to 13% of a soft drinks Sugar must meet high standards of quality, which are uniform for all of Pepsi beverage plants across the globe. All of Pepsi sugar manufacturers must undergo the same supplier qualification process • To add to Pepsi already high quality standards, all of Pepsi plants in World further purify sugar with hot activated carbon and fine filtration. Quality of Sugar At Pepsi, sugar is bought only from approved sugar mills after a rigorous supplier qualification process described below Self Assessment Perform self-assessment tool to evaluate current sugar situation and knowledge base • Provide supplier with Pepsi sugar specification • Get requests into from supplier: o Type of sugar Paper Audit • • o Manufacturing flow chart o Supplier’s Quality process & checkpoints Supplier submits information Quality and procurement review supplier data & if complete, proceed to next stage • Sample Submission • • • Onsite Audit • • • • Supplier to send test sample to independent outside lab Lab informs supplier of results Supplier shares data with Pepsi Review data & decide whether to proceed to the next stage Audit supplier’s plant Review their quality procedures Determine ability to supply COC/COA Ensure that the supplier is capable & willing to
consistently comply with the Pepsi sugar specifications • Conditional Approval • • • “Conditional” approval Supplier can being supplying from approved refinery Pepsi or outside lab tests first 10 deliveries against COA Supplier submits sample from beginning, middle and end of session to outside lab • Pepsi/supplier share results of analyses “Final approval status granted after supplier has met COA Full Approved requirement on 10 separate lots of sugar and has submitted sample from beginning, middle and end of production session Maintain Approved Status to an outside lab and all have been approved • Supplier sends sample from beginning, middle and end of production season to outside lab for complete analysis • • • Lab informs supplier of results If sample fails, Pepsi & supplier meet to develop corrective action plan If problem is not solved, revocation of “Approval” & shipments are halted After sugar is received in the beverage plant, it is subjected to further treatment to reduce impurities, colour, odour, and microbes to achieve Pepsi’s Global Specification. Note, however, that while milled sugar has no standard for pesticide residue as it is a processed agri-product. Carbon Dioxide • • The CO2 in each bottle of Pepsi surpasses that recognized for medical applications Pepsi achieve this by subjecting each supplier to a rigorous supplier qualification process, which includes a complete audit of refineries and testing from approved international laboratories • • Further, each batch carries certificates of analysis and compliance Once the CO2 reaches a bottling plant, it undergoes further purification
Summary • • • Pepsi products are safe Pepsi analyze water, sugar and flavouring in accordance with the best international guidelines Pepsi products comply with most stringent international regulations, including the new regulations for carbonated soft. Pepsi Promotion Promotion is a key element of marketing program and is concerned with effectively and efficiently communicating the decisions of marketing strategy, to favourably influence target customer’s perceptions to facilitate exchange between the marketer and the customer that may satisfy the objective of both customer and the company. A Company’s promotional efforts are the only controllable means to create awareness among publics about itself, the products and services it offers, their features and influence their attitudes favourably. Advertising Advertising is any paid form of non-personal mass communication through various media to present and promote product, services and ideas etc. by an identified sponsor. PepsiCo has advertised its products through many different ways and media. Through TV we have seen different advertisement of its products such as Pepsi or Dew. PepsiCo also advertise its products by targeting those favourable television programs, like sports, series and also PepsiCo uses some events like ‘Pepsify Karogey?” to promote its products. Through newspapers like Jung and Dawn, PepsiCo has advertised a wide range of products its offers to its customers. And also through Posters a message has been sent to lot of people to be aware of the products which PepsiCo offers. Pepsi Place Decisions with respect to distribution channel focus on making the product available in adequate quantities at places where customers are normally expected to shop for them to satisfy their needs. Depending on the nature of the product, marketing management
decides to put into place an exclusive, selective or intensive network of distribution, while selecting the appropriate dealers or wholesalers. • Direct Distribution: o Delivery of post mix cylinders & handling of key accounts: the key accounts are different wholesalers, restaurants and hotels like Pizza Hut, KFC, Metro which serve as a place for key sale. These are known as national key accounts and are very important in term of competition. o Export Parties • Indirect Distribution: o Through base market distributors o Through outstation distribution Before delivering the product some certain guiding principles are followed for the assessment of distributor’s capacity: o Applicant must have 20 to 25 vehicles (depending on the area) o Applicant must have 20,000 cases of empty bottles o Applicant must deposit Rs. 1,00,000 as a security This is usually done through taking over key revenue areas. If the distributor does not achieve its sales target, the distribution is taken back and an addition of new distributor is done. Therefore Pepsi’s supply is low supply uncertainty. Some of its supply source capabilities are: • • • • Less breakdowns High quality Flexible supply capacity Mature production process Pepsi Price
Pricing decisions are almost always made in consultation with marketing management. Price is the only marketing mix variable that can be altered quickly. Price variables such as dealer price, retail price, discounts, allowances, credit terms etc. influence the development of marketing strategy, as price is a major factor that influence the assessment of value obtained by customers. Supplier à Manufacturer à Distributor à Retailer à Customer Customers directly relate price to quality, particularly in case of products that ate ego intensive of technology based. Pepsi being a company which emphasizes product quality, it tends to sell its products with price range from moderately low to high prices, depending on the use and the targeted customers. Sample List of Price PEPSI Category Regular Pepsi Regular Pepsi Pepsi Can Pepsi Disposable Pepsi Pepsi Diet Pepsi Quantity 200 ml 300 ml 300 ml 600 ml 1.5 Lt 2 Lt 300 ml Rs. 9.00 11 22 20 52 552 Colour Burnt-Sugar Burnt-Sugar Burnt-Sugar BurntSugar Burnt-Sugar Burnt-Sugar Burnt-Sugar MIRINDA Category Quantity Rs. Colour
Regular Mirinda Orange Mirinda Orange Mirinda Orange Mirinda Orange Mirinda Orange Mirinda Orange Miranda Lemon Mirinda Lemon Mirinda Lemon Mirinda Lemon Mirinda Lemon Mirinda Lemon 200 ml 300 ml 600 ml 1 Lt 1.5 Lt 2 Lt 200 ml 300 ml 600 ml 1 Lt 1.5 Lt 2 Lt 9 11 20 52 Sunset Sunset Sunset Sunset Sunset Sunset Sunset Sunset Sunset Sunset Sunset Sunset SLICE Category Regular Slice Slice Disposable Slice Slice Quantity 250 ml 250 ml 500 ml 1 Lt Rs 11 15 Colur Yellow Yellow Yellow Yellow 7 UP Category Regular 7UP 7UP 7UP 7UP 7UP 7UP Nimboo 7UP Nimboo 7UP Quantity 200 ml 300 ml 600 ml 1 Lt 1.5 Lt 2 Lt 200 ml 300 ml Rs Colour Non colour Non colour Non colour Non colour Non colour Non colour Non colour Non colour
Nimboo 7UP Nimboo 7UP Nimboo 7UP Nimboo 7UP MOUNTAIN DEW Category Regular Mountain Dew Mountain Dew Mountain Dew Disposable Mountain Dew Mountain Dew AQUAFINA Category Aquafina 600 ml 1 Lt 1.5 Lt 2 Lt Non colour Non colour Non colour Non colour Quantity 200 ml 300 ml 600 ml 1.5 Lt 2 Lt Rs 9 11 22 52 Colour Non colour Non colour Non colour Non colour Non colour Quantity 1 Lt Rs 13 Colour Non colour Everness Soda Category Everness Soda Everest Lehar Disposable Quantity 300 ml 500 ml Rs White White PROMOTIONAL ACTIVITIES Sales promotion is a key ingredient in marketing campaigns, consists of a diverse collection of incentive tools, mostly short-term design to stimulate quicker and greater purchase of particular products of services by consumers. To generate more sales as well as create and maintain its products, S.M.V.Beverages carried out several promotional activities, which play greater and vital role in marketing. SMV Beverages private limited carried out its promotional activity as a control and integrated programme of communication and material design to present its product to the
prospective customers. It also help in communicating the needs satisfying qualities of soft drinks to facilitates the sales and eventually to contribute Towards the profit in long range. Several tools used by the SMV Beverages Pvt. Ltd for fulfilling the various purposes of its promotional activities are: 1) Dealer sales scheme. 2) Rack display contest, “Dil se sajao milega more” 3) Salesmen contest that is personal selling. 4) Money back scheme to the lucky consumer. 5) Retailer sales scheme. 6) Visicooler Planogram (P-O-G) 7) First Ball Ka Captain. (Road Show) Dealer sales scheme: In this contest at first each dealer is categorized by their respective distributors according to their past sales performance and then each distributor fixes a target to minimum sales of each category to, which dealer according to their category have to achieve during the contest period. The dealer achieving highest sale over and about the target set is given the award as announced by the company (earlier it was achieved by proprietors of Kaveri restaurant). Rack display contest: “Dil se sajao milega more” Pepsi selected a tactics for the outlets that are sure to increase the sales. In this scheme when the rack and Visi-cooler is fully displayed with purity that is visi-cooler with Pepsi product will score runs every month. Maximizing the runs ensures to get the best gift.
Achieving all 500 runs for the quarters will get the man of the series and achieving a minimum of 300 runs for the quarters will get the man of the match gift. Sales man contest: This scheme is undertaken to motivate the salesman. In this salesman are given the monetary incentives on the basis of sales made in their given route. Money back scheme: In this scheme the consumer during their consumption when open the bottle they get the coded amount of money, which is mentioned, in the inner side of the bottle cap. Retailer sales scheme: The most beneficial scheme for promoting the sales is the retailer sales scheme as implied by the SMV.B Pvt Ltd. According to this scheme the retailer who so ever he or she make a purchase of two pack of nine pet jars in each pack of two ltr that is eighteen pet, one pet free is supplied. Visicooler Planogram (P-O-G): In this Scheme company PSR’s or CE’s arrange in sequence the visicooler in retailer shop and tell all the planogram steps. Step 1: Empty the Cooler. Step 2: Clean the Cooler. Step 3: Clean the bottles with duster. Step 4: Place the Product in the Shelf first. Step 5: Keep a gap of 2 inches between shelf above bottles and repeat the Process.
Step 6: Charge as per P-O-G Then Company PSR and CE Visit three times in retailer shop, if Visicooler is pure then they give Cheque of Rs. 150/- and it is a gift of retailer. It is very beneficial in sales promotion. First Ball ka Captain (Road Show) : Company promotes the sales through the Roadshow with new concept “First Ball Ka Captain” in 20-20 world cup.Through the Road show Company Executives Introduce to scheme and collect some orders.
4.3 MERCHANDISING POLICY
In the era of globalization and liberalization the competition in the market has become very tough to beat the competitor the company has to improve itself, and see how customer can be best satisfied or how customer can be delighted. Each company has to develop strategy for the following purposes. 1. Aware the customer about the product. 2. Make the customer feel that they are important and company is giving best of the product. 3. The services associated with the product its if high quality. For this retailer survey was conducted and the merchandising policy was reviewed to find out the following factor. Case display: This is one of the important and fore most merchandising activity in which we relate to one of the promotional activities that bring about is store displays. It is the matter of the fact that the Pepsi coal, carets, which is the plastic container, which is designed in such a way that it can contain in bottles at a time are displayed properly and effectively in front of the counter or shop. This will make aware to the customer, that Pepsi product ism available in the counter. At the same time it enables the retailer to know about the stock available in his shop. So, we were assigned the task to check up the display and help it to visualize the case display properly. Warm case display: These are the empty cases, which is to be display in the from of the outlet, so that the people could easily recognize that Pepsi product is sold here. So here our work was to display the warm case in from of the outlet. Cooler charging:
Generally the consumers demand the soft drinks in the chilled conditions, which is only possible to have a Pepsi chilling apparatus either fridge or icebox. So we were assigned to check whether the cooling apparatus is performing well and good up to mark with the Pepsi products. Cooler Purity: By cooler purity we mean to say that the cooling apparatus that is either fridge or icebox is fully charged with the Pepsi product only. Here we were assigned a job to check out whether the cooling apparatus is best utilized by the Pepsi product or not. If not that arrange the cooler with the particular product of Pepsi. Rack display: Special type of Tack, which has been provided by the company in order to keep the pet jars of 1 ltr, 1.5 ltr, and 500 ml. It’s a plastic stand with some racks which is used to display pet-jars available at the particular outlet. This serves the dual purpose. First as a mode of advertisement and the other utility is use to keep all the pet jars available in the outlets. Out job were assigned to check out whether the retailers are utilizing the stand properly or not,. Then we would have to arrange it properly with the visually. 4.4 METHOD OF MERCHANDISING In today’s fast mobbing industry and highly competitive market, only those products are likely to be purchases, which are capable to hitting the impulse of the consumers. The
products appeal should be able to penetrate and get embedded in to the perceptual space of the consumer’s mind. The concerned product should induce to the consumers. Pepsi believes that “Jo Dikhta Hai Wo Bikta Hai “ i.e. any product which is visible is bound to be sold. 4.5 ADVERTISMENT STRATEGY “ Advertising is any paid form of the non-personal promotion of goods and the services by a firm who are to be identified.” Advertising, indisputably, makes for the single most important and fascinating aspect of marketing. The smooth operation and flourishing of a business go hand in hand with a healthy advertising strategy. The purpose of advertising is to make the potential customer aware of the product and persuade them to respond favorably. Advertising processes demands identification and understanding of the market trends and conforming to the consumer behavior. The desired effect of advertising is to reforce the possible existing idea that the product being promoted is better off the other products and reduce the every likelihood of the customer switching over to the alternative products. Advertising is what we perceive through one or more human senses. These are: The sense of sight The sense of hearing The combination of two i.e. Magazines, Newspapers etc. i.e. Radio etc. i.e. Television, cinema etc. FIVE Ms OF ADVERTISING In the process of development of any advertising program five major decisions must be taken into account, known as the FIVE Ms OF ADVERTISING. These are:
MISSION MONEY MESSAGE MEDIA MEASUREMENT : Identification of advertising objects. : Deciding the amount that can Be spent. : What should be the message being sent : What media should be used? : Method of evaluation of Result. Apart from these five Ms, TIMING also has a crucial role to play. The various advertising modes can be enlisted as: A) DIRECT ADVERTISING B) INDIRECT ADVERTISING Shop painting Wall painting Visi-cooler Vehicle painting Ad film Ad in radio Ad on newspaper Ad in magazine Hording Glow sign etc. Sponsorship
YEAR WISE ADVERTISING POLICY OF PEPSI SINCE 1990 After entering in Indian market Pepsi started their advertising in planned way to fulfill the objectives expressed by Vibha Risi, executive Vice President, marketing Pepsi India Ltd. as “I believed in advertising that leaves a smile on your face”. In 1991- The first commercial came on the screen with actress Juhi Chawla and Pop singer Remo. The theme was “Feel the music, Are you ready for the magic?” went the jingle and this ad ends with opening of Pepsi bottle. In 1992The famous and unforgettable punch line “Yeh hai right choice baby… Ahaa! was introduced with Remo and twelve years Penny Vaz. In 1993- This time also Aamir Khan, Aishwarya Rai and Sanjana have done the commercial on the theme “Can I Have Another Pepsi”. In 1994- Here Pepsi introduced cricket star Sachin Tendulkar, Vinod Kambli and Md. Azharuddin in which Sachin and Kambli fights for Pepsi bottle and meanwhile Azhar comes out and take the bottle. This ad also ended with the same punch line “Yeh hai right choice baby…Ahaa!” In 1995- In this commercial when Akshay Kumar is given another soft drink. Then the kid in the audience shouts “Hai Akshay Pepsi” and he gets back and he gets back with his magic and this ad also with the same punch line. In 1996-Here the commercial shows the enthusiasm of Shahrukh Khan to get his Pepsi for his girl friend. He dodges the dog and with this tries he tries to show that Pepsi is the active choice to get, for which the customers can do anything, and it is also revealed by the line “Pepsi to Mai Pee Ke Rahunga”. In the same year the slogan “Nothing Official About It”., was introduced by Sachin, Azhar and Kambli.
In 1997- in this year Pepsi celebrated has the 50 years of Indian Independence by the slogan “Azaadi Dil Ki” with Shahrukh and Azhar. In 1998- in this year Pepsi has again involved many cricket stars for commercial with slogans “More Cricket More Pepsi”, “Get a Pepsi Keep Your Head Cool” and “Generation Next”. Beside this it has also flashed many commercials with Mahesh Bhupati and Leander Paes for Mirinda (Orange) i.e., Mirindaaaa…. For Mirinda (Lemon), the commercial was done by the Bollywood mega-star Amitabh Bachchan, gave tremendous real “Jhatka” to its competitor with the help of memorable punch line “Jor Ka Jhatka Dhire Se Lage”, which is ruling heart throbbing of millions. Apart from this entire commercial, Pepsi has sponsored Sharjah Cup at Sharjah. It also sponsors the following:• • • Pepsi Independence Cup in India YANNI concern in Agra Asia Cup in Sri Lanka In 1999- Pepsi sponsored World Cup ’99- the ad featured Shahrukh Khan and Sachin Tendulkar and the punch line “Yeh Dil Maange More” become very popular. In 2000Ad featuring Shahrukh Khan, punch line “Yeh Dil Maange More”. In 2002-Ad featuring Shahrukh Khan, Amitabh Bachchan, Kareena Kapoor, Sachin Tendulkar, Adnan Sami with the same punch line. In 2003- Ad featuring Fardeen Khan, Saif Ali Khan, Kareena Kapoor, Preeti Zinta with the punch line “ Mousam Gram Hai Pepsi Ke Liye Hum Besharam Hain”. In 2003- ICC World Cup was also sponsored by Pepsi, featuring Shahrukh Khan in the ad. Also an ad featuring Sachin Tendulkar, Shane Warne & Carl Hooper punch line “Bagha Diya Na”.
In 2004- Ad featuring Shahrukh Khan who done the Army uniform to promote the new positioning “Yeh Pyaas Hai Badi”. In 2005-Ad featuring Shahrukh Khan with the punch line “Oye Bubley…”. In 2008- Ad featuring Ranvir Kapoor and Dipeeka Padukone and Shahrukh Khan with the punch line “Yeh Hai Youngistaan Meri Jaan!” In 2008- Ad featuring Mahendra Singh Dhoni with the punch line “ Yeh Hai Youngistaan Meri Jaan!”.
CHAPTER – 5 CUSTOMER RELATIONSHIP MANAGEMENT 5.1 5.2 5.3 5.4 Introduction Company goals Strategies for Customer Loyalty Development Customer Relationship Management Process
5.1 INTRODUCTION Today firms have realized that their ability to compete is dependent on their relationship with their target customers. Customer relationship management (CRM), therefore, is a buzzword today. There is nothing new to this concepts as we have seen our street corner grocery shops owner known his customers by name, their preference and behavior as, also their usage experience with different brands. Based on this understanding he is able to customize his offer in such a way that the customer finds more value in buying from him rather than the neighboring shop or a large retail store. It is the concept of understanding and tracking customer behavior and experiences to customize the offer that forms the basis of any CRM programme in a large company. 5.2 COMPANY GOALS We all know that corporate goals are generally spelled out as sales, market share, profit and return on investment (ROI). Each of these goals has different implications for marketing strategy. For example, if the company’s priority is sales maximization, then the strategy revolves around aggressive selling. It is presumed that the rout to customer acquisition and retention is aggressive salesmanship, low prices, and attractive payment terms, advertising and sales promotion. Here the company allocates it resources to creation this edge on an on going basis in R&D, competitive advertising, pricing, distribution models and after sales service. The assumption here is that the firm, in order to remain al leader or retain its position in the market place has to continuously differentiate its offer. The customer is believed to value this differentiation and is hence willing to pay a premium or a higher price to such an enterprise. In a highly competitive and complex market, there are four categories of customers in any organizations portfolio: a) b) c) Those who are resistant to change (“laggards”)/”hate” trying another brand or source and are comfortable with their current purchase. Those who perceive the company’s product as being in good value for money at its existing price. Customers who perceive companies offer a better value for money than completion.
d) Customers who like the company and its offer because they see it as reflecting their needs and aspiration and meeting their expectation. Market leaders focus of following goals: a) b) c) Enhancing customer loyalty Maximizing returns on customer segments or customer account Creating strong interdependence between the customer and company. 5.3 STRATEGIES FOR CUSTOMER LOYALTY DEVELOPMENT: Each organization professes to encourage customer loyalty. Loyalty is an outcome of customer faith and confidence in the company’s offer. The customer believe and continues to buy or select it for the region that he\she sees it reflecting his\her value. The basis for continuity in relationship between the company and the customer over a period of time is value maximization. Loyal customers are more profitable because: a) b) c) d) e) They are willing to p a premium as they perceive the offer to be superior in value Loyal customer help in acquiring new business Cost saving take place Acquisition cost of new business to also goes down Generally a loyal customer’s basket of products from the same source expands over a period of time. Thus customer loyalty is a good business goal to pursue.
Customer Acquisition Higher cash reserves and investments Superior customer values Customer Loyalty Cost Advantage Motivated Employees Growth in sales & Market share Compensation Investor Loyalty Enhanced investors confidence Higher Profits
Return on Customer Segment\Account as a Goal This goal helps in focusing on maximizing returns over a period of time in a customer segment\account. This is based on the assumption that over a period of time it is possible to maximize profits from a customer segment or account only if the company pursues a loyalty based business model. This goal also recognizes the relationship between lifetime value of the customer and profits. The simplest way to understand the average customer tenure is by calculating customer attrition rate and inverting the fraction. The way to do it is to count the number of customers who defect over say three months\six months, then annualize it and express it as fraction of the base number of the customers at the beginning of the year. While working out the customer retention value, one must keep in the mind that attrition rates are generally in the early years of relationship. But as the customer life increase, attraction rates go down. Also on must analyze movement of customer segments being acquired and those leaving the company portions. Strategies for Customer Loyalty Development Customer loyalty is more than just customer retention. We need to appreciate that loyalty is built over a period of time. In fact there are three stages of loyalty, which are observed in the average life of a customer, in the organization. They are: a) Customer acquisition b) Customer retention c) Strategic customer care Acquisition stage Here the focus of the company is generally on transactions and the product mix sold to each customer account the measurement of preference at this stage is the total number of customer acquisitions over a period of time. The sales turnover is one of the measures. Profitability is assessed by the inventory of the unsold product mix at a given point in time and the profit margin generated in various sales transactions.
Retention phase Here loyalty is assessed through measurement tools like customer satisfaction surveys and the development of satisfaction index. Generally profitability is assessed on the basis of a product or brand’s share in the customer’s total purchases. Strategic customer care It involves integration information on customer needs, Aspirations and expectations in corporate processes like new product development, product up gradation or modification and distribution changes. In a way this information is used for the purpose of making corporate processes more customers centric. This measure of profitability is generally considered as the share of company’s brands in the purchases made over the lifetime of the customer. Hence the issue of building up preferences and making them available at the right time, at the right place, at the right price and in the right size, have to be focal point of a strategic thinking. Now this is possible only if the company has been able to use CRM processes, which measures not just the quantitative but also the qualitative aspect of consumption. The strategies for loyalty development concentrate on segmentation analysis. Typically one may observe that there are four segments of customers requiring very different kind of treatment, if one were to consider loyalty and profitability of each customer group. It also forces the marketer to consider the strategy of customerization. This is not possible unless and until the company has deployed a strategic CRM process another strategy is to strength interdependency between the customers and the organization. In a way this involves creation dependency of the customer on the organization and its processes. One of the important inputs to developing this inter-dependency is the investment in and us of technology. Today all organizations who are operating in the strategic customer care phase realize that. a) b) Not all customers are the same and don’t require or deserve same level of services. Technology, efficient processes and empowered people are important value drivers.
c) The organization may not necessarily have all the necessary resources to service different segments of he customers and yet may not like to lose any of them for this purpose it is necessary that strategic alliances be created with other organizations that could provide same level of service to the customers and hence strengthen the brand in the market place. d) Developments of marketing information systems which help identify customers who are most receptive to new value propositions and offers of the company. e) f) Profitability analysis of customer accounts. Creation of knowledge management system that helps the company to collect analyses and disseminate information related to the customer groups. g) Development of application tools specifically geared to support organization functions like sales force, customer support, service quality, competition and customer intelligence.
5.4 CUSTOMER RELATIONSHIP MANAGEMENT PROCESS Customer relationship management, therefore, is process whose objective is to enhance customer loyalty. a) Creation and management of data mines and ware houses b) Development of appropriate organizational structures c) Investment in technology d) People development CRM PROCESS Data Mining and Warehousing People Loyalty Structure Alliances Call centers Technology Web Voice Mail Telephone
CHAPTER – 6 DISTRIBUTION CHANNEL 6.1 6.2 Theoretical Aspects of Distribution Channel Distribution Channel of SMV Beverages Ltd.
6.1 THEORETICAL ASPECTS OF DISTRIBUTION CHANNEL The whole business of manufacturing can be broadly divided into two partsproduction and distribution. When the production process is completed the next step is to distribute the processed soft drinks, so that it should reach the consumer by one and the several means, in order to satisfy the needs of consumer. Thus the flow of the goods from the producer that is from the plant to the consumer following a certain path, which is known as channel of distribution. There are several management scholars who defined Channel of distribution in several ways: Philip kotler defined the channel of distribution as “every producer seeks to line together the set of marketing intermediaries that about to fulfill the forms objective. This set of marketing intermediaries is called the marketing channel also trade channel of distribution”. According to Richard Buskink “the distribution channel are the system of economic institution through which the producers of goods deliver them into the user hands.” Channel of distribution is the important organizational tool use to move the goods from the processing unit to the consumer. There are several means which entitles to the good is transferred from the manufacturing unit to the end user that is consumer.
6.2 DISTRIBUTION CHANNEL OF SMV BEVERAGES LTD. Channel of distribution followed by the SMV Beverages Pvt. Ltd. The channel of distribution is one of the essential activities, which is the responsibility of the sales department. The best alternative strategy is followed by the sales department of SMV Beverages private limited to distribute the processed soft drink so that product is available at right time and at right price. The company uses the following marketing distribution channel: Manufacturing Unit Distributor or Whole seller Retailer or Outlet End Users The product after processing is firstly supplied to the distributor or wholesalers from the plant or manufacturing unit. The whole area in around Ranchi is divided into the several zones and routes. Thus the retailer cannot take the delivery directly from the manufacturing unit. They have to take it from their respective distributor in the particular zone of route. The distributors are selected on the basis of assurance given by them regarding the minimum sales, which they have targeted annually. Depending upon the market each distributor in its
initial stage has deposited some security money this amount varies between the distributor-todistributor and area-to-area. There is not any fixed criterion for retailer or outlet but some time its selection is dome on the basis of sales of caret per day. There is no direct relationship between the retailer and the company. There are lots many of exclusive outlet which is given more preference in order to meet product available. Most of the retailer are beetle shop, restaurant, grocery shop, STD booth, Medicine shops etc. who are having the stall for the sales soft drinks. These retailers have to give the assurance to the concerning distributor for better sales and the time of thanking delivery. They have deposited the security for the empty carets with specified retailer purchasing price. The distributor at first have to seek the permission of the sales department for the number of cases of soft drinks required by them. After getting the proper authority from the sales department the distributor then sent their delivery through route vehicles to the respective outlets that so ever have paid the requisite sum of money either by cash or draft and deliver the filled carats and get back the empty carats.
CHAPTER – 7 RESERACH METHODOLOGY Market Survey Findings Limitations
7.1 INTRODUCTION MARKET SURVEY :One of the most effective tools of the market research technique is Market survey. We can know the actual facts and figures regarding. The product through market survey. Any business organisation has to sell its product in the market. The largest share of market a company has the better its profit margin will be. To increase the market share the company should come out with a product which best satisfies the customer need. To find out the customer need and market demand the company should survey the market and the process is knows as market survey. Based on this survey the company goes for following function. 1. 2. Market Development Function. Product Development Function. The Report on over all Marketing activities in Ranchi is based on two different types of survey:(a) Retailer Survey. The retailer survey as the word indicates is the survey of every retailers of soft drink in the area. For my practical purpose the dealer only includes the authorized dealer appointed by the company, but it also includes the retailer- big or small grocery shops, stationary, restaurant, betel shop etc. beside these, the various exclusive stalls and sales of pantry cars also included in it. In a nutshell, by dealer we mean, those who are dealing in soft drink in some way or the other, in large our study, directly or indirectly. Thus our study includes all such dealers. EDS includes various aspects: • Route-wise no. of dealers • Crate strength • Per day sales • Chilling aid • Advertisement
• • Nature of outlets Scheme and pay-offs etc. While conducting the survey of dealers, a format was provided to me, which ask to fill up by the dealer so that it meets the requirements of the organization. The dealer survey as mentioned earlier includes a variety of dealers. I have tried to visit each and every outlet and personally interviewed them. In order to know the market share of Pepsi. I have conducted a survey at Ranchi and its surrounding areas. The numbers of outlets, which are covered by me in different area of Ranchi, are as follows:S. No. Location (Ranchi) Booty More Radium Road Kanke Road Bariatu Morhabadi Main Road Bahu Bazaar Niwaranpur H. B. Road Lalpur Kokar Circular Road Ratu Road Upper Bazaar Piska More Dhruwa Hinoo Doranda Harmu Bye Pass Kanta Toli Namkum Lowadih Total No. of Outlets 78 22 42 93 23 28 12 10 30 30 20 13 52 35 15 25 15 10 35 20 20 10 638
(B) Dealer Survey. The numbers of outlets, which are covered by in different distributor areas, in Ranchi, are as follows:S. No. 1 2 3 4 5 6 7 8 Location (Ranchi) ESC Marketing Ashriti Enterprises Ram Avtar Enterprises Mayuri Marketing Manoj Enterprises PR Enterprises Krishna Traders MH Marketing Total No. of Outlets 68 70 75 70 65 165 65 60 638 since Retailers/Dealers are supposed to be very close to the consumer. They can know the choice and taste of a consumer very well.The following important information we come to know by Dealer/ Retailer Survey. Market position of Pepsi Distribution effectiveness. Price effectiveness. Service of chilling equipments Schemes Availability. In Ranchi 3 me have survey all parts of this small town In Ranchi 3 area Karamtoli to Booty More and on the national highway Booty more to Chutupalu. We have surveyed about 165 outlets/Shops in Ranchi 3.
1. MARKET POSITION OF PEPSI. From our survey we find that Pepsi faces a tough competition from its rival Company Coca-Cola. Thumps-Up a product of the Coca-Cola Company gives a stiff competition to Pepsi. We find that Thumps-up gives a tough competition to Pepsi Cola. Sprite gives a tough competition to Mountain Dew. But Dew is also is saleable than sprite. Mirinda and slice is also more Saleable than Maaza. Because of the better taste slice is more demanded in the market. The Customers of slice includes the females and middle aged persons; who just want to taste the Mango Juice. Mirinda is also more demanded by the female consumers. On the basis of the survey we come to know that it is due to the sweetness of Pepsi which makes its market power a weaker one. On the other hand Thumps-up hardness gives it more value at the market. 2. DISTRIBUTION EFFECTIVENESS :We find that the summer season is the Peak season for the Cold Drinks. That's why a special case should be taken for the distribution of Pepsi products. These includes that the supply should be regular. Irregular supply effects the marketing of Pepsi. The Retailers says that it is upto then for the selling of a product. Whatever product is available to them they will sell that item. if Coca colasupply is regular they can sell the Cola-Cola product if the Pepsi supply is not
regular and good. That's why the Retailer wants the regular supply and best service from the company during the peak reason. "From our survey we found that the supply of Pepsi products is regular. Although in some areas like.Sikidiri, Chhutu Villege, Borya the supply is not regular because of less number of vehicals. The Retailers, however, manages to get Pepsi from other other side dealer. We find that during the peak season sometimes supply problem occurs.But according to my thinking the main reason of irregular supply is shortage of pepsi products in distributor godown. However, Retailers also know that the supply sometimes hampers during the peak season. But in this year (2009). The supply is regular in almost all areas of Ranchi 3.
3. PRICE EFFECTIVENESS :From our survey with regard to price we come to know that the increase in price of 200ml (Pepsi) does effect the selling of Pepsi. However this increase in price does not effect too much to the selling of Pepsi Products.However, the price is same as that of the Coca-Cola products.Hence we find that the increase in price affects the marketing of both the products i.e. Pepsi and Coca-Cola. 4. SERVICE OF CHILLING EQUIPMENT OF PEPSI :The service of Chilling equipment of Pepsi is not satisfactory to all the users/Retailers/Shopkeeper.The mechanic of the company is not regular at the place where required.Retailer/Dealers/Shopkeepers complains about the less cooling of Pepsi freeze. But they satisfied from the cooling equipments of Pepsi. 5. SCHEME AVAILABILITY :We find that the dealers guts the schemes regularly. These Schemes lead to the more selling of Pepsi products. The dealers Say that schemes provided by the Company, encourages them to sell the Pepsi products more and more, however, sometimes. The retailor cannot know about the schemes because the schemes are of very short period. That's why they want to know about. The exact information and timing of Schemes. So that they can avail these scheme
FINDINGS 1. The most popular flavour in the market is cola & cloudy Lemon which accounts 70% of the market Thumps up is the front runner in the cola segment where as there is a stiff competition between 7up & sprite 2. The Pepsi is dominating in both the areas Ranchi 3 ,1& 2. Almost 70% of both the area Ranchi 3, 1&2. is captured by the pepsi . 3. The concept of fat dealers is good for the rural and interior market but harmful for the urban market 4. 5. Many times small outlet holders do not get schemes, this must be sorted out There is a lot of confusion in the market regarding leakage of bottles cap scheme of glass bottles and wrapper scheme of PET bottles. 6. During the observation it was found that schemes is not running up to the root level that is up to the small outlet. 7. Since monsoon came before its schedule time there fore sale in the last month of the season is less as compared to the last years of the same time. 8. 9. Delays in handling complaints and placement regarding the chilling equipments. During the observations it was found that response to schemes is not according to expectations. 10. The tough competition between Pepsi and Coca-Cola made the retailers to enjoy the situation. 11. 12. 13. The share in the market fluctuates every time with different schemes. Commitment has become can important word in the market. Price charged by the retailers depends upon the local area and the type of outlet where it is sold.
LIMITATIONS 1. 2. 3. We have done our market survey only in the Peak season. 45 days are very less to know the each and every aspect of marketing activities. Respondents Covered by us could not give the accurate result it only provide some idea.
CHAPTER - 8 • • • DATA ANALYSIS CONCLUSION SUGGESTIONS
Market share of Pepsi & Coke in Ranchi 3. S. NO. 1. PEPSI 66.62 % COKE 33.38% 33% Pepsi Coke 67%
Flavour Wise Comparison of Soft drinks in Ranchi 3. THUMS UP PEPSI MOUNTAIN DEW SPRITE MIRINDA 7 UP SLICE OTHERS 20% 20% % 8% 13% 10% 6% 12 % 10 % 12% 11% 20% Thums up Pepsi Mountain Dew Sprite Mirinda 6% 10% 13% 8% 20% 7 Up Others Slice Overall Comparison of Pepsi & Coke in Ranchi 3. PEPSI COKE 67 % 33 % 33% Pepsi Coke 67%
Comparison of Pepsi & Coke in Glass Bottles in Ranchi 3. PEPSI COKE 67 % 33 % 33% Pepsi Coke 67% Comparison of Pepsi & Coke in Pet Bottles in Ranchi 3. PEPSI COKE 66 % 34 % 34% Pepsi Coke 66%
Comparison of Pepsi & Coke in Empty Bottles in Ranchi 3. PEPSI COKE 58 % 42 % 42% Pepsi Coke 58% Comparison of Pepsi & Coke in VG Chilling Equipment in Ranchi 3 PEPSI COKE 48 % 52 % 48% Pepsi 52% Coke
Comparison of Pepsi & Coke in OYC Equipment in Ranchi 3. PEPSI COKE OWN 8% 11 % 81 % 8% 11% Pepsi Coke Own 81% Comparison of Pepsi & Coke in Service Frequency in Ranchi 3. PEPSI COKE 58% 42 % 42% Pepsi Coke 58%
Comparison of Pepsi & Coke in Schemes in Ranchi 3 PEPSI COKE 76 % 24 % 24% Pepsi Coke 76%
CONCLUSION Market share of Pepsi is increased because of effective distribution channel and demand of the consumers. Since in Ranchi 3 and its surrounding area heat descends more as compared to other parts of the states so obviously demand is more in this region. The marketing activities of SMV beverages are good but there is a need of some more promotional activities. Besides this there is certain more conclusions which are as follows:1. Pepsi has got far better position and giving the tough competition to its competitor coke. 2. 3. Almost all the age group of the consumer like Pepsi and its different flavours. Mirinda is the market leader in orange flavour while Thumps-up is the leader in cola flavour and 7up is the leader in cloudy lemon flavour. 4. In pet bottles segment Pepsi is dominating Pepsi has acquired almost 70-75% share in this segment. 5. 200ml of almost all the flavor has got a significant position in the market and are in high demand. 5. The young generation is very crazy about the Pepsi and its various products because of its sponsharship of different cricket tournament and bollywood stars like Shahrukh khan Kareena Kapoor and Prianka Chopra. 6. Pepsi "YEH PYAAS HAI BADI" and “OYE BUBBLY” are excellent.
SUGGESTIONS 1. The most popular flavor in the market is Cola. Regarding Pepsi it is less strong; therefore youth prefer Thumps Up. So Pepsi should be stronger in taste. 2. 3. Counter which is regular for the whole year should be given full attention. The executives should take the feed back about sales man from the retailers, which is very necessary to improve the market. 4. 5. Salesman's good interaction with the retailer is needed for increase in sales. Pepsi should not be complacent with its performance and keep improving upon it to get a sizeable lead over coca cola. 6. As the flavor and ingredients of cola in the market are similar and the most active consumer is the young people, the production of Pepsi should be diversified to meet the different need of the consumers. It means it should be customer oriented. 7. Advertisement must be done properly especially in the rural area and should launch the special campaign 8. Special gifts should be given to the owner of the shop in order to motivate them like T-Shirts, Caps, and Umbrellas etc. 9. Wholesalers in the interiors should be recognizing which would increase the supply and also will reduce the cost of daily transportation. 10. In many outlets it has not provided freezers despite the huge sales so this is causing dissatisfaction among the retailers. It should look in this area. 11. There was a lot of complain regarding the late delivery of crates in the outlets. It implies it should strengthen its distribution channel in this region. 12. Also grievances of the retailers should be regularly looked in, especially regarding the defective freezers.
13. Also it has not done extensive promotion of its brands through billboards and paintings on the walls. So it should look into that more seriously. 10. Pepsi fridge and racks should be made easily available for the retailer because this would serve the purpose of visibility. "JO DIKHEGA WOHI BIKEGA". 11. We should try to have a contract with beer bars in N.H.-33, actually on the national highway situated many restaurants and Dhabas and drinkers always use cold drinks in wine. GLOSSARY FOBO COBO FMCG MNC'S SMVB PGDBM : : : : : : Franchise owned Bottling Operation. Company Owned Bottling Operation. Fast Moving consumer goods. Multinational Companies. SMV Beverage Pvt. Ltd. Post Graduate Diploma in Business Management.
BIBLIOGRAPHY Reference Books Concepts of Marketing. 1) 2) 3) MARKETING MANAGEMENT MARKETING RESEARCH OTHERS SOURCES • News Paper • Magazine • Internet : : : Philip Kotler C. B. Kothari
DESIGN OF THE QUESTIONNAIRE A detailed questionnaire is prepared to achieve the objective of the study. It was maintained that along with fulfilling the objective of the study, additional information should also be gathered as much as possible. Following are the questions in the questionnaire that are partly answered by the retailers and partly by personal. PEPSI A STUDY OF RETAIL OUTLETS AND THEIR PROMOTION QUESTIONNAIRE FOR RETAILERS: Name of the shop/outlet: .................................................................. Address/Location Type of outlet (a) General Store (c) Sweet Shop (e) Dhaba /Canteen l .Q. Which brand of soft drinks you deal in ? (a) Pepsi (c) Both (b) Coca-cola (d) Other : ....................................................................... : .............................................................. (b) Pan Shop (d) Lassi /Juice Shop (f) Others 2.Q. Which brand of cola provides you better facility ? (a) Pepsi (b)Coca-cola (c) Both 3.Q. How many crates of Pepsi & Coca-Cola you sell/day ? (a) 0-1 crates (c) 2-3 crates (b) 1-2 crates (d) 3 & above
4.Q. Which company’s signage you have in your outlet ? (a) Pepsi (c) Both (b) Coca-Cola (d) No signage 5.Q. Which company’s visi - cooler you have in your outlet? (a) Pepsi (d) Own (b) Coca-Cola (e) Mixed (c) both 6.Q. Which medium effects the sales most? (a) Television (c) Display (b) Magazines/Newspapers (d) Wall paintings/Hoardings 7.Q. Do you think that aggressive advertising further increase the sales volume of Pepsi? (a) Yes (b) No 8.Q.What kind of promotional activities affect sale mostly? (a) Free bottle scheme (c) Discount Crates (b) Prize (d) Other 9.Q.Your recommendation for further sales mostly? .......................................................................... ........ 10 Q Contact person & contact number for further queries? ………………………………………………………………………. 11Q What is the total number of empty glass bottles of Pepsi & Coke? •
Pepsi 12Q. • Coke What is the total number of Pet (Plastic) bottles in your outlet? ………………………………………………………………………… 13Q. How many VG coolers of Pepsi & Coke in your outlet? Pepsi 14Q • Coke • Own • What is the number of OYC freeze of Pepsi, Coke & Own in the outlets? ………………………………………………………………………… 15Q. Service frequency of the Van in your outlets of Pepsi & Coke? ………………………………………………………………………….. 16Q. Which company, Pepsi or Coke gives more schemes? …………………………………………………………………………… 17Q. Soda of which Company do you keep.? Pepsi • Coke •
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