Professional Documents
Culture Documents
Project On Pepsi
Project On Pepsi
Chapter
1
2
3
4
Contents
Page No.
1.1 Retailing
1.2 Cold drink retailing industry
1.3 Buying behavior
1.4Sales Promotion & Marketing
1.5 Need of the Project
6
6
7
8
10
16
18
20
20
22
24
24
25
26
26
26
27
30
31
5
6
Marketing-mix
6.1 Data analysis and Interpretation
Finding
Recommendations
73
Conclusion
75
10
77
78
80
11
34
43
EXECUTIVE SUMMARY
PROJECT TITLE: - SALES PROMOTION AND MARKETING
ORGANISATION: - JAI BEVERAGES Pvt. Ltd.
PepsiCo is a world leader in a convenient food and beverages in 2007, with
revenues of more than & 32 billion and more than 1, 57, 000 employees. The company
consists of Frito-lay North America PepsiCo Beverages North America, PepsiCo
International and Quaker Foods North America. PepsiCo brands are available in nearly 200
countries and territories and generate sells and the retail level of about & 85 billion. PepsiCo
is the worlds premier consumer Products Company focused on convenient foods and
beverages.
PepsiCo is India produces healthy financial rewards to investors as it provides opportunities
for growth and enrichment to employees, business partners and the communities in which it
operate.
The project was done in Jai Beverages soft drinks limited, a franchise of PepsiCo limited to
increase the sales of PepsiCo brands in the market of Jammu & outer Jammu by using
different sales promotion activities as Coupon System, Scheme System & by the sales
promotion drive called as POG drive 2010..
The POG drive was aimed to improve the visibility of all the brands of Pepsi in Vissicoolers
of Pepsi in different parts of Jammu town. Under the program me, aim was to improve the
visibility of those brands that were having low sales as the program me has the tag line jo
dhikta hai woh bikta hai i.e. any product which is visible is bound to be sold. The drive
includes increasing the SKUs (Stock Keeping Unit) of PepsiCo in a planned manner. This
result into availability of space in the Vissicooler and visibility of different brands of Pepsi
and thus the sales increased. Retailers were motivated by way of prize distribution & schemes
so that they keep the PepsiCo brands according to POG (Plannogram).
The natures of respondents, which are selected, are the retailers ant the distributors of the
company. The area of project work is Jammu city including both rural and urban area,
forming a sample size of 130 retailers and 16 distributors.
Chapter-1
Manufacturer
Retailers
Distributors/Wholesalers
Consumers
Soft drinks come under the category of products on impulse. This attitude of impulse
buying is slowly changing to occasion-led buying and also to some extent
consumption through home refrigeration particularly in urban areas.
The market is slowly moving from non alcoholic carbonated drinks to fruit based
drinks and also to plain bottled water due to lower price and ready availability.
Consumers purchase soft drinks primarily quench thirst therefore people traveling and
not having access to hygienic water reach out for soft drink. This accounts for a large
part of the sales.
Brand awareness plays a crucial rule in purchase decisions.
Availability in the chilled from also plays a crucial role in purchase decisions. This
has made both the companies to push its sales and to increase its retail distribution by
offering Visi cooler to retailers.
Why there is no aversion to consumption of soft drinks buys any age group, the main
consumer of this market are people in the age group of 30 and below.
Product differentiation is very low, as all the products taste the same. But brand
loyalty is high in the case of kids and people in the age group of 20-30 years.
According to NCAER survey, lower, lower-middle, upper-middle class people do
91% of the total consumption of soft drinks in the country
MERCHANDISING/ DISPLAYS
Proper merchandising and display at the store level promotes sales; it promotes the consumer to
switch over to the displayed brand ignoring existing brand loyalties; it persuades him to buy
now rather than latter; and it makes him buy more than the originally intended quantity. All
these are essentially sales promotional functions. While advertising can only make a consumer
aware of the product or generate a desire for it, merchandising/ display often motivates a
consumer to buy a product instantly. Point of purchase displays are one of the most widely used
sales promotions tools. With the proliferation of brands, innovative displays have become a
prerequisite for success. In the store brands compete with each other for consumers attention.
Chapter-2
2.1 COMPANY-PROFILE
a) Name of the unit: - JAI BEVERAGES PVT. LIMITED
b) Location/Address of the unit
SIDCO INDUSTRIAL COMPLEX, ISMAILPUR ROAD,
BARI BRAHMANA, JAMMU-181133
PHONES: 20284, 21384 FAX: 01923 20184
E-mail: jbpl@nde.vsnl.net.in
The year was 1999 and PEPSI Company in India was very eager to improve its extremely
poor market share (less then 3%) in the state of Jammu and Kashmir. That was when it
approached the soft-drink maestros of India - the Jaipuria family, and Mr. C.K. Jaipuria in
particular, for starting a plant in J&K. In spite of all the odds, the non-inductive climate in
the state for a new business venture, he took a bold step and went ahead with accepting
the challenge and taking the franchise in the name of his elder son - Mr.Anuraag Jaipuria,
and Jai Beverages Private Ltd. Was born.
From the day of the decision, to this day in 2001, there has been no looking back.
In this
short span of time, the company has been formed, sprawling compound of erstwhile M/S
Hindustan Levers Ltd. taken over from a supportive SIDCO, a prestigious unit in J&K,
after an initial investment of Rs.27.1 Crores, has been established with full backing of the
Ministry of Industries (J&K government), and an ultra-modern plant is in full swing. The
boiler used is oil-fired, with a 33m high chimney and an effluent treatment plant which
releases all the effluent water after full treatment at very reasonable, and much under the
Pollution Board's maximum acceptable BOD and COD levels. In fact, work in on to stop
all the treated effluent from going out and instead to utilize this water internally for
horticulture. In other words, the water is being put back into the earth to retain the water
table. Further,
Work has been done to grow more trees within the premises, in line with the universal
endeavor of making the earth green.
With the coming of this prestigious plant, there has been an upsurge in the economy of the
people of the area, in particular, and the state in general. The direct, and indirect,
employment generated by the unit has already surpassed a figure of 650, and is growing
steadily. The excise deposited to the Government exchequer has already crossed an amount
of Rs.361 Lacks, and is again growing. The once semi-deserted main road of the industrial
complex has become very busy and would soon be required to be widened.
In short, the coming of Jai Beverages Pvt. Ltd into the state of Jammu and Kashmir has
surely made a big mark into the industrialization of the state, with many big industrial houses
watching eagerly the outcome of this prestigious unit.
JAI BEVERAGES PVT.LTD is a part of the diversified Jaipuria Group being the major
franchisee of PEPSI in India. The group has Pepsis bottling plants in India and Nepal. It also
has the franchise for Modern Bread, Pizza Hut, besides business interests in Information
technology, Education, Healthcare and Textile retailing.
The co. is producing and marketing the complete range of Pepsi for the State of
JAMMU & KASHMIR.
. The fully automatic plant is being run by a team of professionals who have already made a
mark for themselves by creating history in the international PEPSI system by achieving the
GOLD MEDAL in the first year of operation from among over 400 plants worldwide.
The company is committed toward environment safety and is trying to convert its empty
space in to green and recycling waste water and has a modern working Effluent Treatment
Plant.
As per market share at present Pepsi is enjoying 42% market share whereas leader since 15
years in Jammu market on 58%.At present on the basis of commitments, quality, skills and
energetic team we feel give neck to neck fight to our rivals.
VICE
PRESIDENT
H. R .D.
Manage
r
Time
Officer
Finance
Manager
Security
Officer
Marketing
Manager
General
Manager
Ward
Market
Development
Manager
Production
Area
Development
Manager
Purchasing
Stores
Officer
Plant
Manager
Quality
Manager
Marketing
Trainee
Pilot
Salesmen
Pepsi-Cola, Venezuela
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."
.Soft drinks market in India
India is one of the top five markets in terms of growth of the soft drinks market. The per
capita consumption of soft drinks in the country is estimated to be around 6 bottles per
annum in the year 2003. It is very low compared to the corresponding figures in US (600+
bottles per annum). But being one of the fastest growing markets and by the sheer volumes,
India is a promising market for soft drinks.
The major players in the soft drinks market in India are PepsiCo and Coca-Cola Co, like
elsewhere in the world. Coca-Cola acquired a number of local brands like Limca, Gold Spot
and Thums Up when it entered Indian market for the second time. Pepsi Cos soft drink
portfolio also consists of Miranda and 7Up along with Pepsi. The market share of each of the
company is more or less the same, though there is a conflict in the estimates quoted by
different sources
IndraK.Nooyi
Chairman,
CEO
Massimo.F.d'Amore
CEOPepsiCoAmericas
Beverages
John.C.Compton
Michael D. White
CEO,PepsiCo Americas CEO,PepsiCo Intl.
Foods
&Vice
Chairman,
PepsiCo
communities in which we operate. And in everything we do, we strive for honesty, fairness
and integrity.
Chapter-3
To break the Coke monopoly by way of sales promotional activity called as Scheme
system in which different schemes were offered by Pepsi.
To increase the sales of PepsiCo brands by way of sales promotional activities i.e.
Coupon System & by offering different Schemes.
CHAPTER-4
4.1Research Methodology
Planning is an important aspect in regard to the commencement of any type of research
investigation. A proper plan of action consisting of the investigation, the hypothesis to
examine and the various methods to be adopted for collecting primary data, will have to be
prepared. Such a plan provides an outline of the research work to be undertaken and also the
nature of analysis of data that has to be carried out. A plan of action is called a research
design. The main objective in preparing the research design is to enable a researcher to
conserve his resources of time, money and energy for the main purpose of reaching the goals
of research without any deviation from the main objective.
Thus, a research design can be defined as an outline that provides the specification for the
careful collection of relevant data and appropriate analysis so as to fulfill the objective of
research with precision, economy and perfection.
It is necessary to adhere to the following rules while planning research design:
1. The nature and scope of the problem of research has to be clearly and unambiguously
stated. Further, the problem should be of a practical nature in term of time, money and
energy.
2. For the purpose of collection of data, various sources of primary data and the methods that
consist of direct personal investigation, indirect oral investigation, by questionnaire and
schedules and also from local sources etc. should be clearly mentioned.
3. The reason for selecting a particular time-period relating to the problem of study should
be clarified. The geographical limits depending upon the problem should be stipulated.
4. The nature of the sampling design that would be adopted should also be explained.
Identifying what is already known and available in secondary information tends to enhance
the efficiency of primary efforts. Thus the efforts are made only for the acquisition of new
information. For these reasons, the secondary study is conducted before the primary.
4.3.1 Description
For the research purpose, I had to find out the market position of Pepsi individually and in
comparison with its arch rival Coca-cola. Information had to be collected about the like the
number of bottles of PepsiCo and coco-cola in the retail outlet, type of signage, which
companys cooling system possessed by the retailer, problems being faced by the retailer
ways to improve the market share of PepsiCo etc.. I also visited various distributors to get
their opinion regarding the present market position of PepsiCo and the problems they are
facing if any.
A Questionnaire prepared by me was the source of getting the required information. The
Questionnaire was prepared keeping the objectives in mind.
Visiting all these retailers and distributors and collecting the information was a great learning
experience, as I had to use my all theoretical knowledge and put them to practice.
(7) Interpretations\Findings