5/3/14

Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

summer training reports

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STANCEIN MAKING
THEIR SUMMER TRAI
NING REPORT OR DISSERTATI
ON

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tuesday, january 26, 2010

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PEPSI(MARKET ANALYSES OF PEPSI)

CONTENTS
1.DECLARATI
ON
2.ACKNOWLEDGEMENT
3.PREFACE
4.COMPANYI
NTRODUCTI
ON
5.COMPETI
TI
ON OFPEPSIVsCOKE
6.ENTRYOFPEPSI
CO I
NI
NDI
A
7.RESEARCH DESI
GN
8.RESEARCH METHODOLOGY
9.OBJ
ECTI
VE
10.SURVEYBYI
SSUI
NG QUESTI
ONNAI
RE11.SUMMARYAND CONCLUSI
ON
12.SWOTANALYSI
S
13.RECOMMENDATI
ON
14.ANNEXURE

blog archive

15.BI
BLI
OGRAPHY

2010(
14)

16.QUESTI
ONNAI
RE

Febr
uar
y(
1)
J
anuar
y(
13)
j
aypee
LAPTOPS(
A REPORTON
LAPTOPS)

PREFACE
Moder
nor
gani
zat
i
onsar
ehi
ghl
ycompl
exanddynami
csyst
ems.They
oper
at
eunderver
yt
ur
bul
entsoci
aleconomi
candpol
i
t
i
calenvi
r
onment
.
Theyar
er
equi
r
edt
or
econci
l
esever
ali
ncompat
i
bl
egoal
s.Conf
l
i
ct
i
ng
r
oadsanddi
ver
genti
nt
er
est
s.Theyar
eal
sof
r
aughtwi
t
huser
i
skand
uncer
t
ai
nt
i
eshencet
act
f
ulmanagementofsuchor
gani
zat
i
ont
opl
an
execut
e,gui
de,coor
di
nat
eandcont
r
olt
heper
f
or
mancepeopl
et
o
achi
evepr
edet
er
mi
negoal
.Managementhast
okeept
heor
gani
zat
i
on
vi
br
antmovi
ngandi
nequi
l
i
br
i
um i
thast
oachi
evegoal
swhi
ch
t
hemsel
vesar
echangi
ngi
ti
st
her
ef
or
eapr
obl
em hi
ghl
ycompl
exand
t
i
ckl
i
sh.Tot
ackl
et
hesepr
obl
ems,i
nf
or
mat
i
onpl
aysani
mpor
t
antr
ol
e.
Mar
ket
i
ngr
esear
chi
st
heappr
opr
i
at
et
oolt
ogetmostusef
uli
nf
or
mat
i
on
aboutt
hemar
ket
.Thi
si
nf
or
mat
i
onwi
l
lassett
oacqui
r
eandanal
ysi
s
file:///C:/Users/AKASH/Documents/Summer Training Reports PEPSI(MARKET ANALYSES OF PEPSI).htm

NESTLE(
BUI
LDI
NG POWER
BRANDS THROUGH
EFFECTI
VECOM.
.
.
MUTUALFUND I
NDUSTRYI
N
I
NDI
A
BAJ
AJALLI
AZ(
COMPARATI
VE
ANALYSI
S OFI
NSURANCE
COM.
.
.
MEDI
CALTOURI
SM I
NI
NDI
A,
Speci
alEmphasi
sonAyur
.
.
.
PEPSI
(
MARKETANALYSES OF
PEPSI
)
CADBURY(
t
hemar
ket
i
ng
1/24

5/3/14

Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

i
nf
or
mat
i
onandt
omakesuggest
i
onst
omanagementast
ohow
mar
ket
i
ngpr
obl
emsshoul
dbesol
ved.
Themar
ket
i
ngr
esear
chi
st
hepr
ocesswhi
chl
i
nkst
omanuf
act
ur
es,

st
r
at
egi
esofCadbur
yI
ndi
a
.
.
.

cur
r
i
cul
um ofMBA pr
ogr
amei
st
hepr
oj
ectt
akenbyst
udenti
nany

BI
SLERI
(
MARKETI
NG STRATEGY
OFMI
NERALWATER
I
NDUST.
.
.

busi
nessor
gani
zat
i
on.Af
t
ercompl
et
i
onofI
I
ndsemest
eroft
he

BAJ
AJALLI
ANZ

pr
ogr
amme.Theobj
ect
i
veoft
hi
spr
oj
ecti
st
oenabl
et
hest
udentt
o

HDFC(
CONSUMER BUYI
NG
BEHAVI
OR TOWARDS
MUTUALFUNDS.
.
.

deal
er
sandi
ndi
vi
dual
st
hr
oughi
nf
or
mat
i
onani
mpor
t
antpar
tof

under
st
andt
heappl
i
cat
i
onofacademi
esi
nt
her
ealbusi
nessl
i
f
e.Iam
f
ul
l
yconf
i
dentt
hatt
hi
spr
oj
ectwi
l
lbeext
r
emel
yusef
ulf
ort
he
management
.

HDFC(
CONSUMER BUYI
NG
BEHAVI
OR TOWARDS
MUTUALFUNDS.
.
.

COMPANYI
NTRODUCTI
ON

kar
vyst
ockbr
oki
ngl
t
d

Pepsi
Coi
sawor
l
dl
eaderi
nconveni
entf
oodsandbever
ages,wi
t
h2005
r
evenuesofmor
et
han$32bi
l
l
i
onandmor
et
han157,
000empl
oyees.
Thecompanyconsi
st
sofFr
i
t
oLayNor
t
hAmer
i
ca,Pepsi
CoBever
ages
Nor
t
hAmer
i
ca,Pepsi
CoI
nt
er
nat
i
onalandQuakerFoodsNor
t
hAmer
i
ca.
Pepsi
Cobr
andsar
eavai
l
abl
ei
nnear
l
y200count
r
i
esandt
er
r
i
t
or
i
esand
gener
at
esal
esatt
her
et
ai
ll
evelofabout$85bi
l
l
i
on.
ManyofPepsi
Co'
sbr
andnamesar
emor
et
han100year
sol
d,butt
he
cor
por
at
i
oni
sr
el
at
i
vel
yyoung.Pepsi
Cowasf
oundedi
n1965t
hr
ought
he
mer
gerofPepsi
Col
aandFr
i
t
oLay.Tr
opi
canawasacqui
r
edi
n1998and
Pepsi
Comer
gedwi
t
hTheQuakerOat
sCompany,i
ncl
udi
ngGat
or
ade,i
n
2001.
Pepsi
Coof
f
er
spr
oductchoi
cest
omeetabr
oadvar
i
et
yofneedsand
pr
ef
er
ence-f
r
om f
unf
or
youi
t
emst
opr
oductchoi
cest
hatcont
r
i
but
e
t
oheal
t
hi
erl
i
f
est
yl
es.
Pepsi
Co
smi
ssi
oni
s
Tobet
hewor
l
d'
spr
emi
erconsumerpr
oduct
s
companyf
ocusedonconveni
entf
oodsandbever
ages.Weseekt
o
pr
oduceheal
t
hyf
i
nanci
alr
ewar
dst
oi
nvest
or
saswepr
ovi
de
oppor
t
uni
t
i
esf
orgr
owt
handenr
i
chmentt
oourempl
oyees,ourbusi
ness
par
t
ner
sandt
hecommuni
t
i
esi
nwhi
chweoper
at
e.Andi
never
yt
hi
ngwe
do,west
r
i
vef
orhonest
y,f
ai
r
nessandi
nt
egr
i
t
y.

Shar
ehol
der
s
Pepsi
Co(
symbol
:PEP)shar
esar
et
r
adedpr
i
nci
pal
l
yont
heNew Yor
k
St
ockExchangei
nt
heUni
t
edSt
at
es.Thecompanyi
sal
sol
i
st
edont
he
Amst
er
dam,Chi
cago,Swi
ssandTokyost
ockexchanges.Pepsi
Cohas
consi
st
ent
l
ypai
dcashdi
vi
dendssi
ncet
hecor
por
at
i
onwasf
ounded.
Cor
por
at
eCi
t
i
zenshi
p
AtPepsi
Co,webel
i
evet
hatasacor
por
at
eci
t
i
zen,wehavea
r
esponsi
bi
l
i
t
yt
ocont
r
i
but
et
ot
hequal
i
t
yofl
i
f
ei
nourcommuni
t
i
es.Thi
s
phi
l
osophyi
sexpr
essedi
noursust
ai
nabi
l
i
t
yvi
si
onwhi
chst
at
es:

Pepsi
Co
sr
esponsi
bi
l
i
t
yi
st
ocont
i
nual
l
yi
mpr
oveal
laspect
soft
hewor
l
d
i
nwhi
chweoper
at
eenvi
r
onment
,soci
al
,economi
c-cr
eat
i
ngabet
t
er
t
omor
r
ow t
hant
oday.

Ourvi
si
oni
sputi
nt
oact
i
ont
hr
oughpr
ogr
amsandaf
ocuson
envi
r
onment
alst
ewar
dshi
p,act
i
vi
t
i
est
obenef
i
tsoci
et
y,anda
commi
t
mentt
obui
l
dshar
ehol
derval
uebymaki
ngPepsi
Coat
r
ul
y
sust
ai
nabl
ecompany.

PEPSI
CO HEADQUARTERS
Pepsi
CoWor
l
dHeadquar
t
er
si
sl
ocat
edi
nPur
chase,New Yor
k,
appr
oxi
mat
el
y45mi
nut
esf
r
om New Yor
kCi
t
y.Thesevenbui
l
di
ng
file:///C:/Users/AKASH/Documents/Summer Training Reports PEPSI(MARKET ANALYSES OF PEPSI).htm

2/24

5/3/14

Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

headquar
t
er
scompl
exwasdesi
gnedbyEdwar
dDur
r
el
lSt
one,oneof
Amer
i
ca
sf
or
emostar
chi
t
ect
s.Thebui
l
di
ngoccupi
es10acr
esofa144
acr
ecompl
ext
hati
ncl
udest
heDonat
eM.Kendal
lScul
pt
ur
eGar
dens,a
wor
l
daccl
ai
medscul
pt
ur
ecol
l
ect
i
oni
nagar
denset
t
i
ng.
Thecol
l
ect
i
onofwor
ksi
sf
ocusedonmaj
ort
went
i
et
hcent
ur
yar
t
,and
f
eat
ur
eswor
ksbymast
er
ssuchasAugust
eRodi
n,Henr
iLaur
ens,Henr
y
Moor
e,Al
exanderCal
der
,Al
ber
t
oGi
acomet
t
i
,Ar
nal
doPomodor
oand
Cl
assOl
denber
g.Thegar
denswer
eor
i
gi
nal
l
ydesi
gnedbyt
hewor
l
d
f
amousgar
denpl
anner
,Russel
l
lPage,andhavebeenext
endedby
Fr
ancoi
sGof
f
i
net
.Thegr
oundsar
eopent
ot
hepubl
i
c,andavi
si
t
or

s
boot
hi
si
noper
at
i
ondur
i
ngt
hespr
i
ngandsummer
.

Pepsi
Co
sbever
agebusi
nesswasf
oundedatt
het
ur
noft
hecent
ur
yby
Cal
ebBr
adham,aNew Ber
n,Nor
t
hCar
ol
i
nadr
uggi
st
,whof
i
r
st
f
or
mul
at
edPepsiCol
a.Todayconsumer
sspendabout$33bi
l
l
i
onon
Pepsi
Col
abever
ages.Br
andPepsiandot
herPepsi
Col
apr
oduct
s
i
ncl
udi
ngDi
etPepsi
,Pepsi
One,Mount
ai
nDew,Sl
i
ce,Si
er
r
aMi
stand
MugBr
ands-accountf
ornear
l
yonet
hi
r
doft
ot
alsof
tdr
i
nksal
esi
nt
he
Uni
t
edSt
at
es,aconsumermar
kett
ot
al
i
ngabout#60bi
l
l
i
on.
PepsCol
aal
soof
f
er
savar
i
et
yofnoncar
bonat
edbever
ages,i
ncl
udi
ng
Aquaf
i
nabot
t
l
edwat
er
,Fr
ui
twor
ksandal
lSpor
t
.
I
n1992Pepsi
Col
af
or
medapar
t
ner
shi
pwi
t
hTomasJ
.Li
pt
onCo.t
oday
Li
pt
oni
st
hebi
ggestsel
l
i
ngr
eadyt
odr
i
nkt
eabr
andi
nt
heUni
t
edSt
at
es.
Pepsi
Col
aal
somar
ket
sFr
appucci
nor
eadyt
odr
i
nkcof
f
eet
hr
ougha
par
t
ner
shi
pwi
t
hSt
ar
bucks.
I
n2001sobebecameapar
tofPepsi
Col
a.Sobemanuf
act
ur
esand
mar
ket
sani
nnovat
i
vel
i
net
obever
agesi
ncl
udi
ngf
r
ui
tbl
ends,ener
gy
dr
i
nks,dai
r
ybaseddr
i
nks,exot
i
ct
easandot
herbever
ageswi
t
hher
bal
i
ngr
edi
ent
s.
Out
si
det
heuni
t
edst
at
es,Pepsi
Col
asof
tdr
i
nkoper
at
i
onsi
ncl
udet
he
busi
nessofSevenUpI
nt
er
nat
i
onal
.Pepsi
Col
abever
agesar
eavai
l
abl
e
i
nabout160count
r
i
esandt
er
r
i
t
or
i
es.
Pepsi
Col
abegansel
l
i
ngi
t
spr
oduct
si
nt
er
nat
i
onal
l
yi
n1934wi
t
hi
t
s
oper
at
i
onsi
nCanada.Oper
at
i
onsgr
ew r
api
dl
ybegi
nni
ngi
nt
he1950s.I
n
addi
t
i
ont
obr
andsmar
ket
edi
nt
heUni
t
edSt
at
es,maj
orpr
oduct
si
ncl
ude
Mi
r
i
ndaandPepsi
Col
aNor
t
hAmer
i
cai
ncl
udest
heUni
t
edSt
at
esand
Canada.Keyi
nt
er
nat
i
onalmar
ket
si
ncl
udeAr
gent
i
na,Br
azi
l
,Chi
na,
I
ndi
a,Mexi
co,Phi
l
i
ppi
nes,SaudiAr
abi
a,Spai
n,Thai
l
andandt
heUni
t
ed
Ki
ngdom.Pepsi
CoBever
agesI
nt
er
nat
i
onalal
sopr
oduces,sel
l
sand
di
st
r
i
but
esGat
or
adespor
t
sdr
i
nksaswel
lasTr
opi
canaandot
herj
ui
ces
i
nt
er
nat
i
onal
l
y.
Pepsi
Col
apr
ovi
desadver
t
i
si
ng,mar
ket
i
ng,sal
esandpr
omot
i
onal
suppor
tt
oPepsi
Col
abot
t
l
er
sandf
oodser
vi
cecust
omer
s.Thi
s
adver
t
i
si
ng.New adver
t
i
si
ngandexci
t
i
ngpr
omot
i
onskeepPepsi
Col
a
br
andsyoung.
Thecompanymanuf
act
ur
esandsel
l
ssof
tdr
i
nkconcent
r
at
et
oPepsi
Col
abot
t
l
er
s.Thecompanyal
sopr
ovi
desf
ount
ai
nbever
agepr
oduct
s.

Pepsi
Co
ssnackf
oodoper
at
i
onshadt
hei
rst
ar
ti
n1932whent
wo
separ
at
eevent
st
ookpl
ace.I
nSanAnt
oni
o,Texas,El
merDool
i
nbought
t
her
eci
pef
oranunknownf
oodpr
oductacor
nchi
pandst
ar
t
edan
ent
i
r
el
ynew i
ndust
r
y.Thepr
oduct
swasFr
i
t
osbr
andcor
nchi
ps,andhi
s
file:///C:/Users/AKASH/Documents/Summer Training Reports PEPSI(MARKET ANALYSES OF PEPSI).htm

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5/3/14

Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

f
i
r
m becamet
heFr
i
t
oCompany.
Thatsameyeari
nNashvi
l
l
e,Tennessee,Her
manW.Layst
ar
t
edhi
sown
busi
nessdi
st
r
i
but
i
ngpot
at
ochi
ps.Mr
.Layl
at
erboughtt
hecompanyt
hat
suppl
i
edhi
m wi
t
hpr
oductandchangedi
t
snamet
oH.
W.LayCompany.
TheFr
i
t
oCompanyandH.
W.LayCompanymer
gedi
n1961t
obecome
Fr
i
t
oLay,I
nc.
Today,Fr
i
t
oLaybr
andsaccountmor
et
hanhal
foft
heU.
S.snackchi
p
i
ndust
r
y.
Pepsi
Cobegani
t
si
nt
er
nat
i
onalsnackf
oodoper
at
i
onsi
n1966.Today,
wi
t
hoper
at
i
onsi
nmor
et
han40count
r
i
es,i
ti
st
hel
eadi
ngmul
t
i
nat
i
onal
snackchi
pcompany,account
i
ngf
ormor
et
hanonequar
t
erof
i
nt
er
nat
i
onalr
et
el
lsnackchi
psal
es.Pr
oduct
sar
eavai
l
abl
ei
nsome120
count
r
i
es.Fr
i
t
oLayi
nt
er
nat
i
onalmar
ket
si
ncl
udeAust
r
al
i
aBr
azi
l
,Mexi
co
t
heNet
her
l
ands,Sout
hAf
r
i
cat
heUni
t
edKi
ngdom andSpai
n.
Of
t
enFr
i
t
oLaypr
oduct
sar
eknownbyl
ocalnames.Thesenamesi
ncl
ude
Mat
ut
anai
nSpai
n,Sabr
i
t
asandGamesai
nMexi
co,Fl
maChi
psi
nBr
azi
l
,
Wal
ker
si
nt
heUni
t
edKi
ngdom andot
her
s.Thecompanymar
ket
sFr
i
t
oLaybr
andsonagl
oball
evel
,andi
nt
r
oducesuni
quepr
oduct
sf
orl
ocal
t
ast
es.
Maj
orFr
i
t
oLaypr
oduct
si
ncl
udeRuf
f
l
es,Lay
sandDor
i
t
osbr
andssnack
chi
ps.Ot
hermaj
orbr
andsi
ncl
udeCheet
oscheesef
l
avor
edsnacks,
Tost
i
t
ost
or
t
i
l
l
achi
ps,Sant
i
t
ast
or
t
i
l
l
achi
ps,Rol
dGol
dpr
et
zel
sandSun
Chi
psmul
t
i
gr
ai
nsnacks.Fr
i
t
oLayal
sosel
l
savar
i
et
yofsnackdi
psand
cooki
es,nut
sandcr
acker
s.

GATORADE& TROPI
CANA
Tr
opi
canawasf
oundedi
n1947byAnt
honyRossiasaFl
or
i
daf
r
ui
t
packagi
ngbusi
ness.Thecompanyent
er
edt
heconcent
r
at
eor
angej
ui
ce
busi
nessi
n1949,r
egi
st
er
i
ngTr
opi
canaasat
r
ademar
k.
I
n1954Rossipi
oneer
edapast
eur
i
zat
i
onpr
ocessf
oror
angej
ui
ce.For
t
hef
i
r
stt
i
me,consumer
scoul
denj
oyt
hef
r
esht
ast
eofnot
f
r
omconcent
r
at
e100% Fl
or
i
daor
angej
ui
cei
nar
eady0t
oser
vepackaget
he
j
ui
ce,Tr
opi
canaPur
ePr
emi
um,becamet
hecompany
sf
l
agshi
ppr
oduct
.
I
n1957t
henameoft
hecompanywaschangedt
oTr
opi
canaPr
oduct
s,
headquar
t
er
edi
nBr
adent
on,Fl
or
i
da.Thecompanywentpubl
i
ci
n1957,
waspur
chasesbyBeat
r
i
ceFoodsCo.i
n1978,acqui
r
edbyKohl
ber
g
Kr
avi
s& Rober
t
si
n1986andsol
dt
ot
heseagr
am CompanyLt
d.i
n1988.
Seagr
am pur
chasedDol
egl
obalj
ui
cebusi
nessi
n1995.Pepsi
Coacqui
r
ed
Tr
opi
cana,i
ncl
udi
ngt
heDol
ej
ui
cebusi
ness,i
nAugust1998.
Todayt
heTr
opi
canabr
andi
savai
l
abl
ei
n63count
r
i
es.Pr
i
nci
palbr
ands
i
nNor
t
hAmer
i
caar
eTr
opi
canaPur
epr
emi
um,Tr
opi
canaSeason
sBest
,
Dol
eJ
ui
cesandTr
opi
canaTwi
st
er
.I
nt
er
nat
i
onal
l
y,pr
i
nci
palbr
ands
i
ncl
udeTr
opi
canaPur
ePr
emi
um andDol
ej
ui
cesal
ongwi
t
hFr
ui

Vi
t
a,
LoozaandCopel
l
a.Tr
opi
canaPur
ePr
emi
um i
st
het
hi
r
dl
ar
gestbr
andof
al
lf
oodpr
oduct
ssol
di
ngr
ocer
yst
or
esi
nt
heUni
t
edSt
at
es.
Gat
or
adespor
t
sdr
i
nkswasacqui
r
edbyt
heQuakerOat
sCompanyi
n
1983andbecomeapar
tofPepsi
Cowi
t
ht
hemer
geri
n2001.Gat
or
adei
s
t
hef
i
r
sti
sot
oni
cspor
t
sdr
i
nk.cr
eat
edi
n1965byr
esear
cher
satt
he
Uni
ver
si
t
yofFl
or
i
daf
ort
heschool

sf
oot
bal
lt
eam,
TheGat
or
s,

Gat
or
adei
snow t
hewor
l
d
sl
eadi
ngspor
t

sdr
i
nk.
QUAKER FOODS
TheQuakerOat
scompanywasf
or
medi
n1901whensever
alAmer
i
can
pi
oneer
si
noatmi
l
l
i
ngcamet
oget
hert
oi
ncor
por
at
e.i
nRavenna;Ohi
o,
Henr
yD.SeymourandWi
l
l
i
am Hest
onhadest
abl
i
shedt
heQuakerMi
l
l
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Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

Companyandr
egi
st
er
edt
henow f
amoust
r
ademar
k.Seymourwant
ed
hi
spr
oductt
obesymbolofhonest
y,i
nt
egr
i
t
yandst
r
engt
h.t
hef
i
gur
esof
amani
nQuakercl
ot
hesbecamet
hef
i
r
str
egi
st
er
edt
r
ademar
kf
or
br
eakf
astcer
ealandr
emai
nst
hehal
l
mar
kf
orQuakerOat
st
oday.
i
nCedarRapi
ds,l
owa,J
ohnSt
uar
tandson,Rober
t
,andt
hei
rpar
t
ner
,
Geor
geDougl
as,oper
at
edt
hel
ar
gestcer
ealmi
l
loft
het
i
me.Fer
di
nand
Schumacher
,knownas
TheOat
mealKi
ng,
hadf
oundedGer
manMi
l
l
s
Amer
i
canOat
mealCompanyi
n1856.
Combi
ni
ngt
heQuakerMi
l
lCompanywi
t
ht
heSt
uar
tandSchumacher
busi
nessesbr
oughtt
oget
hert
het
opoat
smi
l
l
i
ngexper
t
i
sei
nt
hecount
r
y
ast
heQuakerOat
sCompany.
Thef
i
r
stmaj
oracqui
si
t
i
onoft
hecompanywasAuntJ
emi
naMi
l
l
s
Companyi
n1926,whi
chi
st
odayt
hel
eadi
ngmanuf
act
ur
erofpancake
mi
xesandsyr
up.
I
n1986,t
heQuakerOat
sCompanyacqui
r
edt
heGol
denGr
ai
n
Company,pr
oducer
sofRi
ceARoni
.
Pepsi
Comer
gedwi
t
ht
heQuakerOat
sCompanyi
n2001.I
t
spr
oduct
s
st
i
l
lhavet
heemi
nenceofwhol
esome,goodf
or
youf
ood,asenvi
si
oned
byt
hecompanyoveracent
ur
yago.

Sl
ogansandLogos
Cl
i
ckont
humbnai
lt
oseel
ar
gerpi
ct
ur
e.
1898Br
ad'
sDr
i
nk
1903Exhi
l
ar
at
i
ng,I
nvi
gor
at
i
ng,Ai
dsDi
gest
i
on
1906Or
i
gi
nalPur
eFoodDr
i
nk
1908Del
i
ci
ousandHeal
t
hf
ul
1915ForAl
lThi
r
st
s-Pepsi
:
Col
a
1919Pepsi
:
Col
a-I
tmakesyouSci
nt
i
l
l
at
e
1920Dr
i
nkPepsi
:
Col
a-I
tWi
l
lSat
i
sf
yYou
1928PepsYouUp!
1929Her
e'
sHeal
t
h!
1932Spar
kl
i
ng,Del
i
ci
ous
1933I
t
'
st
heBestCol
aDr
i
nk
1934Doubl
eSi
ze
Ref
r
eshi
ngandHeal
t
hf
ul
1938J
oi
nt
heSwi
ngt
oPepsi
1939Twi
ceasMuchf
oraNi
ckel
1943Bi
ggerDr
i
nk,Bet
t
erTast
e
1947I
t
'
saGr
eatAmer
i
canCust
om
1949WhyTakeLessWhenPepsi
'
sBest
?
1950Mor
eBouncet
ot
heOunce
1954TheLi
ghtRef
r
eshment
Ref
r
eshi
ngWi
t
houtFi
l
l
i
ng
1958BeSoci
abl
e,HaveaPepsi
1961Now I
t
'
sPepsif
orThoseWhoThi
nkYoung
1963ComeAl
i
ve!You'
r
ei
nt
hePepsiGener
at
i
on
1967Tast
et
hatBeat
st
heOt
her
sCol
d,PepsiPour
sI
tOn.
1969You'
veGotaLott
oLi
ve,Pepsi
'
sGotaLott
oGi
ve
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Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

1973J
oi
nt
hePepsiPeopl
eFeel
i
n'Fr
ee
1976HaveaPepsiDay!
1979Cat
chThatPepsiSpi
r
i
t
Taket
hePepsiChal
l
enge
1981Pepsi
'
sGotYourTast
ef
orLi
f
e
1983PepsiNow!
1984TheChoi
ceofaNew Gener
at
i
on
1987Amer
i
ca'
sChoi
ce
1989A Gener
at
i
onAhead
1992Got
t
aHaveI
t
1993BeYoung,HaveFun,Dr
i
nkPepsi
1995Not
hi
ngEl
sei
saPepsi
1997Gener
at
i
onNext
1998SameGr
eatTast
e
1999TheJ
oyofCol
a
2000TheJ
oyofPepsi

COMPETI
TI
ON OFPEPSIVS COKE

COMPETI
TON
(
Realwarbet
weenPepsi& coke)
Ever
yf
oodcompani
eshavet
hei
rcompet
i
t
i
on.Pepsi

smai
ncompet
i
t
ori
s
CocaCol
aco.Bot
hhavebeensel
l
i
ngt
hi
r
stquencher
sf
or100year
st
hat
ar
enow gl
obalbr
ands.Thei
rbot
t
l
esmovet
hr
ought
hewor
l
d
smost
per
vasi
vedi
st
r
i
but
i
onnet
wor
k.
Cokei
smai
nl
yaf
r
anchi
sedr
i
venoper
at
i
onwi
t
hacompanysuppl
yi
ngi
t
s
sof
tdr
i
nkconcent
r
at
et
oi
t
ssof
tbot
t
l
esar
oundt
hewor
l
dCoke
managementr
el
easest
hatasof
tdr
i
nki
saconveni
enceaswel
lasan
i
mpul
sepr
oduct
.Accor
di
ngt
hecompany
sexper
t
i
sel
i
esi
nconsumer
s
mar
ket
i
ng.I
deai
st
or
educet
heef
f
ectspanasAl
socokewi
l
lbe
exper
i
ment
i
ngwi
t
hmobi
l
edi
spensi
nguni
t
satbeachesandst
adi
ums
goi
ngoutt
owar
dsconsumer
st
hemuchaspossi
bl
e.Cokesi
nf
r
ast
r
uct
ur
e
pl
ani
ncl
udeset
t
i
ngupnew subsi
di
ar
i
es.I
ti
sal
soconsi
der
i
nga35
Gr
eenf
i
el
dvent
ur
et
oset
upamodelpl
anti
nwest
er
nscor
r
i
dormost
l
i
kel
yi
nGuj
ar
at
.Thi
swi
l
lhave4pr
oductl
i
neswi
t
hacapaci
t
yof600
bot
t
l
espermi
nut
eswi
t
habui
l
di
nf
l
exi
bi
l
i
t
yt
oaboutt
opdi
f
f
er
entand
f
l
avor
sandsi
zes.Anot
heropt
i
onf
orbui
l
di
ngcapaci
t
yi
st
obr
i
ngi
ngi
n
bot
t
l
er
sf
r
om over
seast
oi
nventj
oi
nt
l
yi
nf
r
eshcapaci
t
y.Thecompany
want
st
ogoast
em f
ur
t
herandset
upCOCACOLA i
nst
i
t
ut
eat
r
ai
ni
ng
f
aci
l
i
t
yf
orbot
t
l
er
s.Cokecont
i
nuest
ost
aywi
t
hi
t
smul
t
ibr
andst
r
at
egy.
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Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

Thi
senhancest
heabi
l
i
t
yt
ol
ever
agesel
f
spaceatt
her
et
ai
lout
l
et
.I
t
al
sogi
vest
henf
l
exi
bi
l
i
t
yt
oof
f
erpr
i
ceonbr
andot
her
st
henl
eadonce.
Cokehasl
aunchedMAJ
A pi
neappl
eandMAJ
A or
ange.Asf
arasnew
pr
oductl
aunchedi
sconcer
nedcokepl
ansadualbr
andappr
oachby
br
i
ngi
ngi
nFANTA l
emon.Thi
scomesaboutbecausevol
umesofLI
MCA
havei
ncr
easedby20% shar
es,whi
chhavean80% -shar
eoft
hecl
oudy
l
emonsegment
Sot
hi
sdualbr
andappr
oachwi
l
lext
endt
ot
hatf
l
avor
s
t
oo.Pepsi

sdeci
si
ont
ot
akei
ncompanyownedbot
t
l
i
ngoper
at
i
on
(
COBO)al
ongsi
def
r
anchi
sehaspr
ovedt
obewi
nni
ngedgeoveri
t
s
compet
i
t
or
.By1994Pepsi

shasboughtoverf
i
vebot
t
l
esi
nt
hekey
mar
ket
s.Thi
sensur
i
ngmaxi
mum cont
r
ol
.Thef
r
anchi
senow seest
he
companynotj
ustasadvi
sorbutal
soascar
r
yi
ngt
hewei
ghtof
exper
i
ence.Companysyst
em andf
r
anchi
seesyst
em cannow be
pr
oper
l
yal
i
gnedt
omeett
her
equi
r
edobj
ect
i
ves.
Onexpandi
ngr
eachandavai
l
abi
l
i
t
y80% ofal
lcol
ddr
i
nksar
econsumed
att
hepoi
ntofpur
chase(
POP)r
at
hert
hanathome.Thef
ount
ai
n
i
ni
t
i
at
i
vehaspai
dof
fi
nhi
gherofcount
r
ywi
deandt
heyof
f
erconsumer
s
awhol
enew wayexper
i
encesof
tdr
i
nks.Al
soexpandi
ngt
eachand
avai
l
abi
l
i
t
y.Coket
i
edupwi
t
hI
ndi
anoi
lt
osetupdi
spensi
nguni
t
sat
pet
r
olpumps.Pepsif
ol
l
owedsui
tbyst
r
i
ki
ngadealwi
t
hBhar
at
Pet
r
ol
eum.
Pepsihasmai
nl
yf
ocusedabr
andPepsi
.Thei
rst
r
at
egyhasbeent
okeep
pacewi
t
ht
hemar
ketgr
owt
hr
at
ei
nnonCol
asbutt
oemer
geast
he
def
i
ni
t
ecol
at
heyhaveputt
her
emi
ghtbehi
ndt
hebr
andPepsiast
he
f
l
agshi
pbr
and.I
n1987,Pepsir
anked29i
nt
hef
or
t
unel
i
stoft
he500
l
ar
gesti
ndust
r
i
alcor
por
at
i
oni
nt
heU.
S.CocaCol
awaswaydownat54,
whi
l
ePepsiCo.i
mpr
ovedi
t
sposi
t
i
onf
r
om 34i
n1986CocaCol
at
umbl
ed
t
o38af
t
ermi
ssi
vepubl
i
coutcr
y,t
hecompanyhadt
or
ei
nt
r
oducet
he
or
i
gi
nalcokecl
assi
c.Pepsihassof
armadei
nr
oadsi
n151count
r
i
es(
150
bef
or
eI
ndi
a)i
ncl
udi
ngt
hemuchpubl
i
ci
zedvent
ur
esi
nt
hesovi
etUni
on
andChi
na.Pat
i
encei
nPepsiCo.

sl
ongsui
t
.Att
hebaseofever
y
bever
agebusi
nessl
i
est
heal
li
mpor
t
antsecr
etf
or
mul
aofsuccesst
he

Concent
r
at
e
.I
nI
ndi
at
heconcent
r
at
ei
spr
epar
edbyPepsif
oodl
i
mi
t
ed
r
epr
esent
at
i
vesofPepsi
Col
ai
nt
er
nat
i
onal
.
Theycame,spent
,andconquer
ed.Thesi
zeoft
hei
rcombi
nedbusi
ness
addsupt
omor
et
hanRs.5500Cr
or
e.Theequi
t
yi
nvest
mentputi
ni
t
t
ot
supt
oahumungous$1347mi
l
l
i
on(
Rs.5700cr
or
e)
.Yetal
most10
yearaf
t
erPepsiCocacol
aCompanyent
er
edI
ndi
a,bi
r
t
har
eyett
ot
ur
n
apr
of
i
t
.Thei
raccumul
at
edl
ossesar
eest
i
mat
edt
ooverRs.800Cr
or
e.
I
nabi
dt
ocomeral
ar
germar
ketshar
e,i
nvar
i
abl
y,ei
t
herPepsiorCoke
endsupr
ai
si
ngt
hest
akest
oapoi
ntwher
et
hemat
hsi
mpl
ydoesn
tadd
up.J
ustt
hatt
het
wocol
agi
ant
shavebeeni
nanunseeml
yhur
r
yt
ogr
ow
t
heI
ndi
anmar
ketand,att
hesamet
i
medenyeachot
herany
advant
ages,i
r
r
espect
i
veofwhet
heri
tmakeseconomi
cssense.I
nt
he
mi
d90
sbr
eakevenwaspeggedat40mi
l
l
i
oncases.Today,bot
hpl
ayer
s
t
oget
herdo150mi
l
l
i
oncases,butbr
eakeveni
sst
i
l
lel
usi
ve.Thebat
t
l
e
spi
l
l
edi
nt
oal
mostever
yar
eaofoper
at
i
onsi
near
l
y1999,t
hatdi
scount
s
wer
eal
sounl
eashed.I
ft
hei
ndust
r
ynor
m wasar
oundt
hr
eet
of
our
bot
t
l
esf
r
eewi
t
hever
ycase,t
heCol
amaj
or
sbegant
oof
f
ersi
xt
oseven
bot
t
l
es.I
n2000par
t
i
cul
ar
l
yi
nt
hemont
hcokewentber
ser
k,gi
vi
ng
500/
0di
scount
s.
Bot
hcol
awar
r
i
or
st
ar
get
edacl
ut
chofkeyaccount
sabout67% oft
he
t
ot
alr
et
ai
lbase,pr
i
mar
i
l
yr
est
aur
ant
s,movi
ehal
l
sandhot
el
s.I
nmany
casest
heownerwoul
dpl
ayoneagai
nstt
heot
heranddr
i
veahar
d
bar
gai
n.I
nmaycasest
hecol
acompani
es.Pai
dcl
oset
oRs.100per
caseofexpect
edof
ft
akeasadvancet
osecur
eamonopol
yovert
hekey
account
.
Thegr
ossmar
gi
nso~ acaseofr
et
ur
nabl
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assbot
t
l
eswasj
ustRs.
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Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

40.I
nI
ndi
a,asi
ngl
eser
veP& Tbot
t
l
eswassi
mpl
ynotcostef
f
ect
i
ve.
Al
umi
num canst
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f
er
edf
r
om t
hesamepr
obl
em ef
f
ect
i
ve.Al
umi
num
canst
oosuf
f
er
edf
r
om t
hesamepr
obl
em.Now ever
yyear
,bot
h
compani
eshadt
oi
nvesti
nf
r
eshgl
asscapaci
t
yandcr
at
es.Backof
t
he
envel
opcal
cul
at
i
onssuggest
edt
hatt
oputanaddi
t
i
onalmi
l
l
i
onbot
t
l
esi
n
t
hemar
ketr
equi
r
edcl
oset
oRs.40cr
or
ei
nvest
menti
ngl
assandcar
at
s,
andgl
assbot
t
l
eshadt
ober
epl
acedever
yf
ouryearaf
t
ert
heyhaddone
40cycl
es,dur
i
ngwhi
cht
i
medepr
eci
at
i
onhadbeenchar
ged.Ti
l
lt
hecol
a
compani
esbegant
oconcent
r
at
eont
heur
bancent
er
s.Assoonast
hey
pushedi
nt
ot
hewi
nt
erl
and,t
hef
i
r
stsi
ngsofpr
obl
emssur
f
aced.I
na
st
at
el
i
keTami
lNadut
heof
ft
akeper1000peopl
ewasbar
el
y0.
9asa
r
esul
t
,whenaPepsioracoket
r
uckwenti
nt
oi
nt
er
i
ormar
ket
s,t
hegl
ass
si
mpl
ywoul
dn
tcomebl
ackf
ast
,ei
t
herconsumpt
i
onwasl
ow ort
he
vol
umeswer
ebei
ngspl
i
tbet
weent
hevol
umeswer
ebei
ngspi
l
tbet
ween
t
het
wocompet
i
t
or
sasamar
ket
.Butt
hatwoul
dhavebeencompl
et
el
y
outorchar
act
erf
ort
hecompany.
i
ti
sabi
tl
i
keaski
ngt
heBr
azi
l
i
an
Soccert
eam t
oadoptGer
manSt
yl
et
ot
alf
oot
bal
l

.Acr
ossgl
obalmar
ket
Pepsihasal
waysr
evel
edi
ngr
abbi
ngshar
eawayf
r
om coke.Buti
nI
ndi
a
i
tf
i
ndsi
t
sel
fi
napecul
i
arposi
t
i
on.I
ti
st
heNumer
oUnobr
and,out
sel
l
i
ng
bot
hcokeandThumsupputt
oget
her
.That

shel
pedPepsi

sI
ndi
ant
eam
t
obui
l
dqui
t
ear
eput
at
i
on.Pepsihasmanagedt
oconst
ant
l
yf
i
ndwayst
o
connectwi
t
ht
heyout
h.Soi
tCokei
st
heuni
ver
saldr
i
nk,whi
chcut
s
acr
ossagegr
oups,Pepsii
st
hei
conoft
her
ealcol
aquaf
f
er
sYoungpeopl
ebet
weent
heagesof
1529.

ENTRYOFPEPSI
CO I
NI
NDI
A
I
n1977,achangei
nt
hegover
nmentatt
hecent
erl
edt
ot
heexi
tof
cocacol
awhi
chpr
ef
er
r
edt
oqui
tr
at
hert
odi
l
ut
ei
t
sequi
t
yt
o40% i
n
compl
i
ancewi
t
ht
heFor
ei
gnExchangeRegul
at
i
onsAct(
FERA)
.
Thebegi
nni
ngof1980
ssaw t
hebi
r
t
hofanot
hercol
adr
i
nk
ThumsUp
t
heGol
dSpotpeopl
el
aunchedi
ti
n197879as
Ref
r
eshi
ngCol
a
;i
n
1978Par
l
el
edt
heI
ndi
ansof
tdr
i
nksmar
ket(
shar
e33%)wi
t
hi
t
sGol
d
SpotandLi
mcabr
ands.I
n1987pur
edr
i
nksshar
ecamedownt
o21% as
ar
esul
tofgr
owi
ngpopul
ar
i
t
yofLi
mcaandThumsUp.Att
hesamet
i
me
t
het
hr
eatt
ot
heI
ndi
ansof
tdr
i
nksmar
ketwast
hatoff
r
ui
tdr
i
nks.
I
n1988,f
r
ui
tdr
i
nksmar
ketwasval
uedatRs.40cr
or
esandwas
gr
owi
ngatt
her
at
e0/
20%.I
near
l
y1985,t
hegover
nmentr
ej
ect
eda
pr
oposalwi
t
ht
heR.
PGoenkaGr
oup.Thi
si
nvol
vedt
heexpor
toff
r
ui
t
j
ui
ceconcent
r
at
edf
r
om Punj
abi
nr
et
ur
nf
ort
hei
mpor
tofCol
aConcent
r
at
es.Thedealof
f
er
edwas3:
1expor
t
i
mpor
tr
at
i
oi
nr
et
ur
nf
or
bei
ngal
l
owedt
omar
ketPepsii
nI
ndi
a.TheRs.
22cr
or
esPepsiCo
pr
oj
ect
/
packagewast
hesecondbedbyt
heU.
S.headquar
t
er
sMNC t
o
i
nt
erI
ndi
a.PepsiCowoul
dhaveanequi
t
yhol
di
ngof39%,Punj
abAgr
o
I
ndust
r
i
esCor
por
at
i
on(
PAI
C)20% andVol
t
as24%.Thebadt
obe
f
i
nancedpr
i
vat
el
yf
r
om l
oans.A.pr
oj
ectappr
ovalboar
dwasf
i
nal
l
yset
i
nFebr
uar
y1988.
Pepsi

sshar
eswhi
chhavebeenor
i
gi
nal
l
yj
ustunder40% waswhi
t
t
l
edt
o
about35% andPAI
C
S shar
ewashi
kedt
o40% t
hesewer
emai
nl
yt
he
i
ssuei
nwhi
chCOKEhadl
ef
tI
ndi
ai
n1977.ThusPepsinotonl
yaccept
ed
t
hecondi
t
i
onsbutal
sowentmuchf
ur
t
her
.Now t
hevi
ct
or
yf
orPepsiwho
af
t
ermor
et
han5year
sofacr
i
moni
ousbat
t
l
ewasl
aunchedi
nJ
une1990
sel
ect
i
vel
yi
nRaj
ast
han,Punj
ab,Ut
t
arPr
adeshandSout
has
SAHARPEPSI

.
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Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

I
n1991,saw amaj
orl
aunchof7UpandMi
r
i
ndai
nI
ndi
a,whi
chwas
war
ml
yr
ecei
vedbyI
ndi
ancust
omer
s& consumer
s.1993wasnew
begi
nni
ngf
orf
ount
ai
nPepsi(
PMX)
.Pepsiachi
evedt
heno.
1posi
t
i
oni
n
I
ndi
a.I
n1996Mi
r
i
ndaat
t
ai
nedno.1posi
t
i
oni
nor
angebever
ages
cat
egor
y.
May1998saw maj
orl
aunchofMi
r
i
ndal
emoni
nI
ndi
aar
ound70% oft
he
t
ot
alsal
escamef
r
om est
abl
i
shedmar
ket
sofNor
t
hAmer
i
ca.
Pepsihasmaj
orbr
anchnamel
y:
Pepsi
:Di
et
Pepsi
;Mount
ai
nDew
7UP:Sl
i
ceandMi
r
anda(
or
ange.
&l
emon)
Mr
.RameshVengalwast
hef
i
r
stManagi
ngDi
r
ect
orwhowasher
et
i
l
l
Apr
i
l1992.Mr
.SumanSi
nhat
hecur
r
ent
Pr
esi
dentt
ookoverf
r
om hi
m af
t
eral
ongi
nni
ngwi
t
hHi
ndust
an.Lever
Lt
d.(
HLL)Dur
i
ngt
heseyear
st
hebever
agesbusi
nesshasgr
ownr
api
dl
y
f
r
om 3mi
l
l
i
oncasest
o60mi
l
l
i
oncasesandi
spacedf
orannual
l
y
t
hr
ough7,
50,
000r
et
ai
lout
l
etacr
osst
hecount
r
y.I
tgener
at
esannual
sal
esofappr
oxi
mat
el
yRs.
2,500Cr
or
es(
whi
chi
ncl
udesexpor
t
sofRs.
300cr
or
e)andapr
esencei
nt
henascentj
ui
cemar
ketwi
t
hTr
opi
cana
(
sal
es,Rs.50cr
or
e)
.
PEPSI
CO I
NDI
A
Pepsii
soneoft
hemostwel
lknownbr
andsi
nt
hewor
l
dt
oday
avai
l
abl
ei
nover160count
r
i
es.Thecompanyhasanext
r
emel
yposi
t
i
ve
out
l
ookf
orI
ndi
a.
Out
si
deNor
t
hAmer
i
cat
woofourl
ar
gestandf
ast
est
gr
owi
ngbusi
nessesar
ei
nI
ndi
aandChi
na,whi
chi
ncl
udemor
et
hanof
t
hewor
l
d
spopul
at
i
on.
(
Pepsi
Co
sannualr
epor
t
,1999)
Thi
sr
ef
l
ect
st
hatI
ndi
ahol
dsacent
r
alposi
t
i
oni
npepsi

scor
por
at
e
st
r
at
egy.I
ndi
ai
sakeymar
ketf
orPepsi
Coandatt
hesamet
i
met
he
companyhasaddedval
uet
oI
ndi
anagr
i
cul
t
ur
eandi
ndust
r
y.Pepsi
Co
ent
er
edI
ndi
ai
n1989andi
sconcent
r
at
i
ngi
nt
hr
eef
ocusar
eas-Sof
t
dr
i
nkconcent
r
at
esnackf
oodsandveget
abl
eandf
oodpr
ocessi
ng.
Facedwi
t
ht
heexi
st
i
ngpol
i
cyf
r
amewor
katt
het
i
me,t
hecompany
ent
er
edt
heI
ndi
amar
kett
hr
oughaj
oi
ntvent
ur
ewi
t
hVol
t
asandPunj
ab
Agr
oI
ndust
r
i
es.Wi
t
ht
hei
nt
r
oduct
i
onoft
hel
abi
al
i
sat
i
onpol
i
ci
essi
nce
1991,Pepsit
ookcompl
et
econt
r
olfi
t
soper
at
i
ons.Thegover
nmenthas
appr
ovedmor
et
hanUs$400mi
l
l
i
onwor
t
hofi
nvest
ment
sofwhi
chover
US$330mi
l
l
i
onhaveal
r
eadyf
l
owni
n.
OneofPepsi
Co
skeyst
r
at
egi
eswast
odevel
opacompl
et
el
yl
ocal
managementt
eam.Pepsihas19companyownedf
act
or
i
eswhi
l
et
hei
r
I
ndi
anbot
t
l
i
ngpar
t
ner
sown21.Thecompanyhassetup8Gr
eenf
i
el
d
si
t
esi
nbackwar
dr
egi
onsofdi
f
f
er
entst
at
es.Pepsi
Coi
nt
endst
oexpand
i
t
soper
at
i
onsandi
spl
anni
ngani
nvest
mentofappr
oxi
mat
el
yUS$150
mi
l
l
i
oni
nt
henextt
wot
hr
eeyear
s.
I
nt
r
oduct
i
on
Wi
t
hal
egacyofdecadesi
nt
hei
ndust
r
i
alar
ena.TheJ
ai
pur
i
aGr
oupof
Compani
esnow st
andsatt
heonet
housandf
i
vehundr
edCr
or
emar
k.
Thegr
oupboast
sofi
t
ssever
alwor
l
dcl
assbusi
nessar
enasl
i
ket
hoseof
Text
i
l
es,Bot
t
l
i
ng.Educat
i
on,i
nf
or
mat
i
ont
echnol
ogy,f
oodchai
nand
Ret
ai
l
i
ng,apar
tf
r
om numer
ousot
herbusi
nesssegment
s.
J
ai
pur
i
aGr
oupi
saRs.1500Cr
or
e,f
ami
l
ycont
r
ol
l
ed,r
eput
edbusi
ness
housewi
t
hoveracent
ur
yofoper
at
i
onsi
ndi
ver
si
f
i
edf
i
el
ds.
Thegr
oupasont
odaycanboastofexper
t
i
seandl
eader
shi
pi
nt
hef
i
el
ds
off
oodandbever
ages,t
ext
i
l
esandr
ealest
at
edevel
opmentwi
t
hvar
i
ed
i
nt
er
est
si
nawi
der
angeofpr
oduct
sandser
vi
ces.
TheJ
ai
pur
i
aGr
oupundert
hel
eader
shi
poft
het
hr
eebr
ot
her
sSK
J
ai
pur
i
a,RK J
ai
pur
i
aandCK J
ai
pur
i
ahast
odaybecomeoneoft
he
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Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

l
eadi
ngbusi
nesshousesoft
hecount
r
y.Thef
ol
l
owi
ngar
et
hemaj
or
ar
easofoper
at
i
onsoft
heJ
ai
pur
i
aGr
oup:
FoodandBever
ages
Text
i
l
es
I
nf
or
mat
i
onTechnol
ogy
RealEst
at
e
Educat
i
on

Pr
esenceofJ
ai
pur
i
aGr
oupi
nI
ndi
a:
Of
f
i
ces& Pl
ant
s:1.New Del
hi2.Mumbai3.Kol
kat
a4.Chennai5.
Hyder
abad6.Agr
a7.Guwahat
i8.Chandi
gar
h9.Lucknow 10.Var
anasi
11.Pat
na12.J
ai
pur13.I
ndor
e14.Bhopal15.Gwal
i
or16.
Vi
shakhapat
t
anam 17.Udai
pur18.Goa19.Dhar
wad20.J
amshedpur21.
Noi
da22.Cut
t
ack
J
ai
pur
i
aWi
t
hPepsi
TheJ
ai
pur
i
aGr
oup,si
nce1975hasbeenar
enownedandr
eput
edname
i
nt
hef
i
el
dofsof
tdr
i
nkbot
t
l
i
ng.Si
ncei
t
sf
or
ayi
nt
ot
hi
sf
i
el
dt
heGr
oup
hasbot
t
l
edal
mostal
lt
hemaj
orsof
tdr
i
nkbr
andst
hatexi
st
edi
nI
ndi
a
l
i
keCocaCol
a.Thumsup,Li
mcaandPepsiet
c.
Todayt
heJ
ai
pur
i
aGr
oupcommandsal
most60% oft
hePepsibusi
nessi
n
I
ndi
a.Wi
t
hani
mpr
essi
vet
ur
noverandpl
ant
sequi
ppedwi
t
ht
hel
at
est
t
echnol
ogyt
heJ
ai
pur
i
aGr
oupcanboastofbei
ngt
hebi
ggestnamei
nt
he
count
r
ywheni
tcomest
osof
tdr
i
nkmanuf
act
ur
i
ng.
TheGr
ouphasmaj
orpr
esencei
nmostpar
toft
hecount
r
y,wi
t
hi
t
s22
f
ul
l
yoper
at
i
onalpl
ant
sr
unni
ngsuccessf
ul
l
yacr
osst
hecount
r
y.
Pepsi
Coi
sawor
l
dl
eaderi
nconveni
entf
oodsandbever
ages,wi
t
h
r
evenuesofabout$25bi
l
l
i
onandover142,
000empl
oyees.The
companyconsi
st
soft
hesnackbusi
nessesofFr
i
t
oLayNor
t
hAmer
i
ca,
Gat
or
ade/
Tr
opi
canaNor
t
hAmer
i
caandFr
i
t
oLayi
nt
er
nat
i
onal
;t
he
bever
agebusi
nessesofPepsi
Col
aandPepsi
CoBever
agesI
nt
er
nat
i
onal
andQuakerFoodsNor
t
hAmer
i
ca,manuf
act
ur
erandmar
ket
erofr
eadyt
oeatcer
eal
sandot
herf
oodpr
oduct
s.Pepsi
Cobr
andsar
eavai
l
abl
ei
n
near
l
y200count
r
i
esandt
er
r
i
t
or
i
es.
ManyofPepsi
Co
sbr
andnamesar
eVoer100year
sol
d,butt
he
cor
por
at
i
oni
sr
el
at
i
vel
yyoung.Pepsi
Cowasf
oundedi
n1965t
hr
ought
he
mer
gerofPepsi
Col
aandFr
i
t
oLayTr
opi
canawasacqui
r
edi
n1998and
Pepsi
Comer
gedwi
t
hTheQuakerOat
sCompany,i
ncl
udi
ngGat
or
ade,i
n
2001.
Pepsi
Co
ssuccessi
st
her
esul
tofsuper
i
orpr
oduct
s,hi
ghst
andar
dsof
per
f
or
mance,di
st
i
nct
i
vecompet
i
t
i
vest
r
at
egi
esandt
hehi
ghi
nt
egr
i
t
yof
ourpeopl
e.

RESEARCH DESI
GN
Ther
esear
chpr
ocessdesi
gnedwasconcl
usi
veandst
at
i
st
i
cali
nnat
ur
e.
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Whi
chwoul
denabl
et
hecompanyt
ot
aker
at
i
onaldeci
si
on?Thi
si
s
becauset
hesampl
esi
zet
akenwasl
ar
geandt
het
echni
quesadopt
ed
wer
ef
ormassdat
a.Thedat
eobt
ai
nedf
r
om eachl
ocal
i
t
ywast
abul
at
ed
andt
her
esul
t
swer
eobt
ai
nedi
nf
r
om ofper
cent
ages.
Dat
acol
l
ect
i
onsour
ces
IPr
i
mar
ysour
ces
Obser
vat
i
onnonobser
vat
i
onanddi
r
ect
Sur
vey-whi
chi
ncl
udevar
i
ouscat
egor
i
esofr
et
ai
l
er
s.
Per
sonali
nt
er
vi
ew
I
I
-Obser
vat
i
on
Theobser
vat
i
onwasdonebyt
hef
ol
l
owi
ngmet
ed
Keepi
ngt
hemar
ket
si
nvi
ew
Keepi
ngt
hecust
omer
sandconsumer
si
nvi
ew
I
nt
er
act
i
ngwi
t
hvar
i
ousgr
oupofr
et
ai
l
er
sandconsumer
s
I
I
I
-Sur
vey
Var
i
ousr
et
ai
l
er
sandconsumerwi
t
ht
hehel
pofquest
i
onnai
r
e
I
V-Per
sonali
nt
er
vi
ews
Thi
smet
hodofdat
ecol
l
ect
i
oni
nvol
vest
hei
nt
er
vi
ewer
saski
ngquest
i
on
i
naf
acet
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acecont
actsi
t
uat
i
ont
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ndi
r
ectper
sonali
nvest
i
gat
i
on
andt
hei
nt
er
vi
ew i
nnpr
oper
l
yst
r
uct
ur
edasi
ti
nvol
vest
heuseofsetof
pr
edet
er
mi
nedquest
i
onswhi
char
easkedi
nt
hef
or
m andor
derpr
edeci
ded.Thi
st
echni
quei
spr
ef
er
r
edasi
ti
seconomi
cal
;mor
e
i
nf
or
mat
i
ve,nonr
esponsesar
el
ow,spont
aneousr
eact
i
onwhi
char
e
r
eal
i
st
i
c.Lot
sofsuppl
ement
ar
yi
nf
or
mat
i
oncomesup.
V-Secondar
yDat
a
Secondar
ydat
aconsi
st
sofi
nf
or
mat
i
ont
hatal
r
eadyexi
st
ssomewher
e
andmayhavecol
l
ect
edf
oradi
f
f
er
entpur
pose,i
tpr
ovi
deast
ar
t
i
ng
poi
nt
.
Tosel
ectt
hel
ocal
i
t
i
esamapofAl
i
gar
hwasused.Thel
i
stofr
et
ai
l
er
s
wasobt
ai
nedf
r
om companyof
f
i
ci
al
s,desi
gnedbycompany.
RESEARCH METHODOLOGY
UnderResear
chMet
hodol
ogyt
her
ear
et
hr
eet
ypesofmet
hodsf
or
mar
ket
i
ngr
esear
ch.Theyar
easf
ol
l
ows:
a)Theobser
vat
i
onmet
hod
b)Theexper
i
ment
almet
hod
c)Thesur
veymet
hodi
ncl
usi
veofpanelmet
hod.
I
nobser
vat
i
onmet
hoddat
aar
ecol
l
ect
edont
hedi
r
ectobser
vat
i
on.No
t
al
kst
akepl
ace.Byobser
vi
ngt
heper
sont
heanal
ysi
smakest
he
i
nvent
or
yast
opr
oductusedbyhi
m athi
shomeorkeptasr
et
ai
l
er
s
st
ocks.I
nexper
i
ment
almet
hodi
ti
sbasedont
heconceptt
hatsmal
l
scal
eexper
i
menti
susef
ult
oi
ndi
cat
et
heexpect
at
i
onsofl
ar
gescal
e
exper
i
ment
.Thesur
veymet
hodi
nf
or
mat
i
oni
sgat
her
eddi
r
ect
l
yf
r
om
i
ndi
vi
dual
sIt
hr
eeways:
1.Tel
ephone
2.EMai
l
3.Per
sonalI
nt
er
vi
ew
Thesur
veymet
hodi
sal
soment
i
onedast
he
Quest
i
onnai
r
eTechni
que
t
heyar
eal
sosegr
egat
edby:
1)I
nf
act
ualsur
vey
2)Opi
ni
onsur
vey
3)I
nt
er
pr
et
at
i
vesur
vey
Formypr
oj
ectpoi
ntofvi
ew,t
hemet
hodmai
nl
yusedar
e:
1)Sur
veybyr
out
er
i
de
2)Per
sonali
nt
er
vi
ew byquest
i
onnai
r
et
echni
que.
1.Thesur
veymet
hodbyr
out
er
i
deIusual
l
ywentwi
t
hPepsivanal
so
wi
t
hsal
esman.Imett
her
et
ai
l
er
sf
r
om out
l
et
st
oout
l
et
s.Thi
ssur
vey
met
hodhel
psmeal
ott
ounder
st
andaboutt
hedi
st
r
i
but
i
onsyst
em and
t
ounder
st
andt
hepr
obl
em ofr
et
ai
l
er
sandot
herpeopl
e.
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Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

2.I
naddi
t
i
ont
ot
heper
sonali
nt
er
vi
ew byquest
i
onnai
r
et
echni
que.I
n
t
hi
ssur
veymet
hodIsaw t
hatt
her
espondentwasshownt
heexhi
bi
tand
adver
t
i
sementt
ogi
vehi
sper
sonalopi
ni
onandat
t
i
t
ude.I
nt
hi
smet
hod
t
hedi
r
ecti
nt
er
act
i
onofoccur
r
edwi
t
ht
her
et
ai
l
er
sandIcoul
dcol
l
ectt
he
r
el
i
abl
ei
nf
or
mat
i
onf
r
om t
hem i
thasal
socostdi
sadvant
aget
hat

swhy
somewer
edi
f
f
i
cul
tt
ocover
ed.

OBJ
ECTI
VE

Obj
ect
i
ve
Tomeasur
et
hesat
i
sf
act
i
onanddi
ssat
i
sf
act
i
onl
evelofPepsi

s
cust
omer
s.
SWOTAnal
ysi
s.
Tof
i
ndt
her
easonbehi
nddi
ssat
i
sf
act
i
oni
fany.
Remedi
est
ocl
eart
hedi
ssat
i
sf
act
i
on.

Mar
ketEval
uat
i
onSyst
em
I
tl
i
t
er
al
l
ymeanst
hatweeval
uat
et
heMar
ketbyvar
i
ousmeansf
r
om
t
i
met
ot
i
me.Oureval
uat
i
onsyst
em wasbasedont
hef
ourf
act
or
s:
1.Topogr
aphy
2.Cost
umersur
veyt
hr
oughEDS(
Ever
yDeal
erSur
vey)
3.Sur
veybyi
ssui
ngquest
i
onnai
r
et
ot
hecust
omer
.
4.CompanyI
ssues
5.Li
mi
t
at
i
ons
6.Suggest
i
ons

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Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

Cost
umerSur
vey
Whoar
et
hecust
omer
s?
Her
et
hecost
umeri
scat
egor
i
zedont
hosewhof
i
nal
l
ysel
l

st
he
compani
espr
oductt
ot
heconsumer
s.
Compani
escust
omerar
ecat
egor
i
zedi
nvar
i
oussubchannel
s.
Thear
e:
1)Hypermar
ket
2)Supermar
ket
3)Conveni
enceandgas
4)Cat
egor
yA sel
fser
vi
cegr
ocer
5)Ci
nemasi
ngl
escr
een
6)Ci
nemamul
t
i
pl
ex
7)Foodser
vi
ceQSR
8)Foodser
vi
cef
oodcour
t
9)Foodser
vi
cef
ooddi
ne/
pubs/
bar
s
10)I
nst
i
t
ut
i
oneducat
i
on
11)I
nst
i
t
ut
i
onof
f
i
ce
12)I
nst
i
t
ut
eot
her
s
13)Tr
anspor
tr
ai
l
ways
14)Tr
anspor
tbusst
and
15)Tr
anspor
tai
r
por
t& ai
r
l
i
ne
16)Lei
sur
eamusementpar
k
17)Lei
sur
ecl
ubs
18)Eat
er
y
19)Conveni
ence
20)Gr
ocer
yA cat
egor
y
21)Gr
ocer
yr
est
Li
t
er
al
l
ywecansayabovear
et
hepl
aceswher
ecompani
esdi
st
r
i
but
i
on
channelar
eput
t
i
ngt
her
eef
f
or
t
st
opl
acet
hei
rpr
oduct
.

Ever
yDeal
erSur
vey(
EDS)
TheEver
yDeal
erSur
veycommonl
yknownasEDS i
smadeever
yyear
byt
hecompany.Thi
ssur
veyi
sdoneever
yyearbyt
hecompanysot
hat
compl
et
eawar
enessaboutt
her
et
ai
l
er
sandt
her
eat
t
achmentwi
t
hhe
companyi
sobser
ved.Thedat
aofEDS hel
psi
nknowi
ngt
hecompany
s
posi
t
i
onamongt
hecompet
i
t
or
saswel
last
hecompet
i
t
or
sposi
t
i
on.
Theassessmenti
sdonei
nf
ol
l
owi
ngways:
Thef
or
matofEDS i
sgi
venasunder
:
Out
l
etName:-I
st
henameoft
heout
l
et
.
Cont
actper
son:-Towhom t
hesur
veyorcont
act
s.
Addr
ess:-Addr
essofout
l
et
.
Cont
actno:
-I
st
hecont
actnumberoft
heout
l
et
.
Channel:-I
st
hecat
egor
yoft
heout
l
et
.
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Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

SI
GNAGE
Oneoft
hei
mpor
t
antt
opi
ccover
edundert
heEDS i
ssi
gnage.Her
e
Si
gnager
ef
er
st
ovi
si
bi
l
i
t
yofbr
andnamesanddi
f
f
er
entf
l
avour
si
nt
he
out
l
et
.Ther
ear
evar
i
ouswayst
hr
oughwhi
cht
hebr
andnamesand
di
f
f
er
entf
l
avour
sar
emadevi
si
bl
et
ot
heconsumer
s.Theyar
e:Deal
er
boar
ds
Gl
ow si
gnboar
ds
Shoppai
nt
i
ng
Count
err
ack
Fl
oorr
ack
Oneoft
hei
mpor
t
antphi
l
osophycompanyf
ol
l
owsi
s:
J
O DI
KHTA WO
BI
KTA HAI
meanst
het
hi
ngwhi
chi
svi
si
bl
ei
nanyout
l
et
,consumer
demandsf
ori
t
.Andt
hi
sphi
l
osophyofcompanyi
sver
ymucht
r
ue.
Thr
ought
heEDS t
hesi
gnageoft
hecompet
i
t
ori
sal
soconcl
uded.Fr
om
t
hesur
veyi
twasobser
vedt
hatt
her
out
esorout
l
et
swher
et
her
ei
sgood
si
gnaget
hesal
eofpr
oducti
sal
soupt
omar
k.Si
mi
l
ar
l
yi
twasal
so
not
i
cedt
hatcompanyneedst
oputsomemor
eef
f
or
tr
egar
di
ngsi
gnage
i
nt
heweekr
out
es.
Chi
l
l
i
ngequi
pment
s
Undert
hi
scat
egor
yt
hechi
l
l
i
ngequi
pmentofPEPSIandi
t
scompet
et
ori
s
est
i
mat
ed.
Ther
ear
eser
i
esofchi
l
l
i
ngequi
pmentofPepsiandi
t
s
compet
i
t
or
.Theyar
enamel
y
PBIcodeChi
l
l
i
ngmachi
nepr
ovi
dedbyt
hecompanyf
r
eeofcostt
ot
he
r
et
ai
l
er
shavi
nggoodwi
l
li
nt
hesof
tdr
i
nkmar
ket
.
CCIcodePr
ovi
dedbyt
hecompet
i
t
orj
ustasPBICode.
Out
l
etownChi
l
l
i
ngmachi
neownedbyt
heout
l
et
.
PBIOYC & CCIOYC Theequi
pment
spr
ovi
dedbyPepsiandi
t
s
compet
i
t
orr
espect
i
vel
yont
hepaymentandt
hemodeofpaymenti
s
dr
af
t
.
Ot
heri
ni
t
i
at
i
ve
Theot
heri
ni
t
i
at
i
vear
et
hosei
ni
t
i
at
i
vewhi
chsuppor
t
st
hesi
gnageand
makesaper
cept
i
onont
hemi
ndofaconsumer
.Thesei
ni
t
i
at
i
vesar
e
(
di
spl
ay,combo,HAD et
c)
.Thecommoni
ni
t
i
at
i
vesar
e
1.PHHP
2.FNF.

A Br
i
efSummar
yOfDi
r
ectI
nt
er
vi
ews
A sur
veywasconduct
edi
nwhi
ch10bestsampl
eswer
ecol
l
ect
edf
r
om al
l
t
her
out
eswhi
chal
soi
ncl
udedi
st
r
i
but
or
sanddeal
er
s.
Fol
l
owi
ngar
et
hequest
i
onsandt
her
eeval
uat
i
onaccor
di
ngt
ot
hesampl
e
answer
:
1)Whi
chbr
andupur
chaset
hemost
?
Wheni
twasaskedaboutt
hebr
andpr
ef
er
encef
r
om t
hecust
omert
he
answervar
i
edf
r
om oner
out
et
oanot
her
.I
nr
out
esl
i
ker
out
eno5,
r
out
e
no-6,
r
out
eno7et
c.whi
char
econsi
der
edt
hebestr
out
eofAl
i
gar
ht
he
f
i
gur
esar
ei
mpr
essi
ve.About57% ofcost
umerpr
ef
erPepsiandt
he
r
emai
ni
ng33% goesi
nt
hehandoft
hecompet
i
t
or
s.

Wher
easwheni
twasaskedi
nt
her
out
eswhi
chcompanyconsi
der
si
tas
i
t
sweekr
out
est
her
ewasmar
gi
naldi
f
f
er
encei
nt
hei
nt
hef
i
gur
es
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Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

gener
at
edi
ncompar
i
sont
ost
r
ongr
out
es.Thebr
andpr
ef
er
enceof
cust
omeri
nt
heweekr
out
ei
s:
PEPSI39%
COKE61%
2)
I
st
her
eRegul
arSuppl
yofPEPSI
:
A)Yesb)No
Whenaskedaboutt
her
egul
arsuppl
yofPEPSIt
her
esponsewasver
y
goodt
hesal
esmanvi
si
t
edal
mostever
yday.Thedi
st
r
i
but
i
onsyst
em of
Pepsishoul
dbegi
vencr
edi
tf
ort
heabover
eason.Ther
ear
edi
f
f
er
ent
ki
ndvehi
cl
ewhi
cht
hecompanyusesdependi
ngupont
her
out
e.And
sal
esmanasadr
i
verdr
i
vest
ot
hei
rr
espect
i
ver
out
es.

3)
DoesPEPSIsal
esmanbehavepr
oper
l
y
(
st
r
et
choni
nt
er
per
sonalr
el
at
i
onshi
p)

Si
ncet
hesat
i
sf
act
i
onl
evelofcust
omeri
smeasur
ed,sot
hebehavi
orof
sal
eper
sonneli
soneoft
hei
mpor
t
antt
hi
ngst
obemeasur
edi
nt
hi
s
cont
ext
.Sot
al
ki
ngabouti
nt
er
per
sonalr
el
at
i
onshi
pwi
t
ht
hecost
umeri
t
i
squi
t
esat
i
sf
act
or
ybutsomer
easonsar
et
her
ewhi
chdonotsuppor
t
s
t
hesat
i
sf
act
i
onoft
hecust
omert
hati
st
her
out
esf
orasal
esmani
s
neverper
manentsot
hesal
esmanf
acesdi
f
f
i
cul
t
yi
nest
abl
i
shi
nggood
r
el
at
i
onwi
t
ht
hecust
omer
s.

4)
Doessal
esmenpr
ovi
deyouwi
t
hr
i
ghtschemegi
venbyt
he
Company
Whent
heabovequest
i
onwasaskedt
her
epl
yoft
hecost
umerwas
sat
i
sf
act
or
y.
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Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

About60% sai
dYES
About15% sai
dNO
Andabout25% sai
dCAN
TSAY
Thi
si
soneoft
hei
mpor
t
antf
i
ndi
ngsur
veyedi
ndi
f
f
er
entr
out
es.
Andsomeser
i
ousdeci
si
oni
st
obet
akenf
ort
hecauseof
noand
can
t
say
.
Oneoft
hesuggest
i
onswhi
chi
st
obegi
venf
ort
hecausei
st
hescheme
shoul
dbeknownt
ot
hecust
omerandt
hesal
esmanshoul
dcar
r
ysome
pr
oofr
egar
di
ngt
heschemesannouncedbyt
hecompany.

Schemepr
ovi
dedbyt
hesal
esman:
-

5)I
fi
npr
obl
em,Pepsiper
sonnelr
ect
i
f
i
es
a.Wi
t
hi
nday
b.Wi
t
hi
naweek
c.Wi
t
hi
namont
h
d.Never
Whenaskedaboutpr
obl
em r
ect
i
f
i
cat
i
on
65% says(
b)
20% says(c)
10% sayst
hatt
her
epr
obl
em i
sneverr
ect
i
f
i
ed,andagai
nt
hi
si
sa
ser
i
ouspr
obl
em whi
chi
st
obeconsi
der
ed.
5% sayswi
t
hi
naday.

6)Ar
eusat
i
sf
i
edbyt
hepackagi
ngoft
hePepsipr
oduct
Whenaskedaboutt
hepackagi
ngofPepsimaj
or
i
t
yofanswer
swas
posi
t
i
ve,90% sai
dt
hatt
heywer
esat
i
sf
i
edbyt
hepackagi
ngofPepsi
pr
oduct
s.6% want
edchangei
nt
heshapeandsi
zeofc/
s,and4% wer
e
notsat
i
sf
i
edbyt
hepackagi
ngoft
et
r
aandpetpackofsl
i
ce.

7)Doyoursal
esmanawar
eyouoft
hedi
spl
ayandt
heseasonalschemes
byPEPSI
.
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Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

About70% sai
dt
heygett
heawar
eness.
About20% sai
dNO.
And10% sai
dcan
tsay.(
Theyexact
l
ydon
tr
emember
)
.

8)
Ar
eusat
i
sf
i
edwi
t
ht
hedi
spl
ayandt
heseasonalscheame.
.
Thi
squest
i
onr
esul
t
edi
noneoft
hei
mpor
t
antf
i
ndi
ng.
About75% wer
enotsat
i
sf
i
edwi
t
ht
hedi
spl
ayandt
heseasonal
scheme.
Themai
nr
easonbehi
ndt
hi
si
sdel
ayi
nt
hegi
f
t
sgi
vent
ot
hecust
omer
s.
Rest25% sai
dyes.

9)Whi
chpr
omot
i
onalschemeyoudoyoupr
ef
er
:
a)r
el
at
edt
oout
l
et

About55% hadgi
venst
r
et
chongoodsi
gnage
About30% pr
ef
er
r
eddai
l
yscheme.
About7% pr
ef
er
edi
scount
.
8% hadot
herr
easons.

b)r
el
at
edt
oconsumer

Theanswerofpr
omot
i
onalschemeofconsumerwasmovi
ngar
ound

st
r
essi
nadver
t
i
sementandscr
at
chcouponsButsomeanswer
swer
e
r
el
at
edt
ot
hepr
i
ce
ofsof
tdr
i
nkt
hati
s
pr
i
ceshoul
dbedecr
eased
.

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Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

10)RankPEPSIandCOKEwi
t
hr
espectt
oyoursat
i
sf
act
i
onl
evel

Thi
swasoneoft
het
oughestquest
i
onf
ort
hecust
omer
s.
Theyf
aced
hesi
t
at
i
ononr
anki
ngt
het
wosof
tdr
i
nkr
i
val
sbutul
t
i
mat
el
ysi
ncet
he
answerwast
obegi
venbyt
hecust
omer
ssot
heyanswer
ed:
t
heyr
anked:
RANK 1t
oPEPSI
RANK 2t
oCOKE

Sur
veybyi
ssui
ngquest
i
onnai
r
e
Thr
oughquest
i
onnai
r
esur
veywasconduct
edi
nwhi
chsampl
eswer
e
col
l
ect
edf
or
m al
lt
her
out
eswhi
chal
soi
ncl
udedi
st
r
i
but
or
sanddeal
er
s.
Out
l
etname:
-t
hi
si
st
henameoft
heshop.
Ownername:
-i
st
henameoft
heowneroft
heshop.
Addr
ess:
-i
st
headdr
essoft
heshop.
Cont
actno:
i
st
hecont
actnooft
heshop.
St
at
us:
-Thi
si
st
oknow t
hest
at
usoft
heshopt
hatwhet
heri
tonl
ysal
es
Pepsiori
tonl
ysal
eCokeormi
x.I
noursur
veywef
i
ndt
hatmost
l
y
shopscomesundert
hemi
xst
at
us
Andt
her
ear
eonl
yf
ew shopswhosal
esonl
yPepsiorCoke.
Channel
:
i
ti
st
hecat
egor
yoft
heshopsf
orexampl
e-gr
ocer
yshop,
conveni
enceshop,et
er
yshopset
c.
Equi
pment
:
-Undert
hi
scat
egor
yt
hechi
l
l
i
ngequi
pmentofPEPSIandi
t
s
compet
et
ori
sest
i
mat
ed.
Ther
ear
eser
i
esofchi
l
l
i
ngequi
pmentofPepsi
andi
t
scompet
i
t
or
.Theyar
enamel
y
PBIcodeChi
l
l
i
ngmachi
nepr
ovi
dedbyt
hecompanyf
r
eeofcostt
ot
he
r
et
ai
l
er
shavi
nggoodwi
l
li
nt
hesof
tdr
i
nkmar
ket
.
CCIcodePr
ovi
dedbyt
hecompet
i
t
orj
ustasPBICode.
Out
l
etownChi
l
l
i
ngmachi
neownedbyt
heout
l
et
.
PBIOYC & CCIOYC Theequi
pment
spr
ovi
dedbyPepsiandi
t
s
compet
i
t
orr
espect
i
vel
yont
hepaymentandt
hemodeofpaymenti
s
dr
af
t
.
Si
gnage:
-Oneoft
hei
mpor
t
antt
opi
ccover
edundert
heEDS i
ssi
gnage.
Her
eSi
gnager
ef
er
st
ovi
si
bi
l
i
t
yofbr
andnamesanddi
f
f
er
entf
l
avour
si
n
t
heout
l
et
.Ther
ear
evar
i
ouswayst
hr
oughwhi
cht
hebr
andnamesand
di
f
f
er
entf
l
avour
sar
emadevi
si
bl
et
ot
heconsumer
s.Theyar
e:Deal
er
boar
ds
Gl
ow si
gnboar
ds
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Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

Shoppai
nt
i
ng
Count
err
ack
Fl
oorr
ack
Oneoft
hei
mpor
t
antphi
l
osophycompanyf
ol
l
owsi
s:
J
O DI
KHTA WO
BI
KTA HAI
meanst
het
hi
ngwhi
chi
svi
si
bl
ei
nanyout
l
et
,consumer
demandsf
ori
t
.Andt
hi
sphi
l
osophyofcompanyi
sver
ymucht
r
ue.
Thr
ought
heEDS t
hesi
gnageoft
hecompet
i
t
ori
sal
soconcl
uded.Fr
om
t
hesur
veyi
twasobser
vedt
hatt
her
out
esorout
l
et
swher
et
her
ei
sgood
si
gnaget
hesal
eofpr
oducti
sal
soupt
omar
k.Si
mi
l
ar
l
yi
twasal
so
not
i
cedt
hatcompanyneedst
oputsomemor
eef
f
or
tr
egar
di
ngsi
gnage
i
nt
heweekr
out
es.
Pr
ogr
am enr
ol
l
mentofPepsi
?
Atpr
esentPepsihast
wosal
espr
omot
i
onschemesf
i
r
stonei
sFoodAnd
Fi
zzandsecondonei
sPHHP.

How muchst
ockdoyouhavei
nhand?
.Thi
si
sdonef
orbot
hPepsiandi
t
scompet
i
t
orsot
hatt
hecur
r
entf
ul
l
s
avai
l
abi
l
i
t
ycanbeest
i
mat
ed.
Whi
char
et
het
opt
hr
eepr
oduct
saccor
di
ngt
ot
heshopkeeper
?
.Thi
si
sdonef
orbot
hPepsiandCokesot
hatt
het
opt
hr
eebr
andsof
bot
ht
hecompet
i
t
or
scanbeest
i
mat
edaccor
di
ngt
ooursur
veyt
het
op
t
hr
eepr
oduct
sofPepsiar
ei
)Pepsii
i
)
Sl
i
ceandi
i
i
)
Mi
r
i
ndaor
angeandi
n
Cokei
)
ThumpsUPi
i
)
Li
mcaandi
i
i
)
Maaza
How doyour
at
ebot
ht
hecompany
sonascal
eof010f
ort
he
par
amet
er
s:
a)
St
ockdel
i
ver
y
b)
Onemer
gencyor
der
c)
Onequi
pmentmai
nt
enance:
d)
Onavai
l
abi
l
i
t
yofal
lpacksandf
l
avour
s:
t
hi
squest
i
onhel
psust
oknow t
heser
vi
cequal
i
t
yofbot
ht
hecompani
es.
Agewi
sel
i
ki
ngoft
hef
l
avour
s,accor
di
ngt
ot
heshopkeeper
?
I
ti
st
oknow agewi
sef
l
avourl
i
ki
ngoft
hepeopl
esofdi
f
f
er
entar
eas.
Whi
chi
st
hepr
ef
er
r
edpackonspotconsumpt
i
onatyourshop?
Wher
et
her
ei
sasmal
lmar
kett
heconsumpt
i
onoft
he200mli
smor
eand
i
nbi
gmar
ket
sorbi
gout
l
et
st
heconsumpt
i
onof300mli
smor
e.
Whi
chi
st
hemostpr
ef
er
r
edbr
and/
pack/
f
l
avour
si
nhomedel
i
ver
yat
yourshop?
Thi
si
st
oknow t
hemostpr
ef
er
r
edbr
and/
pack/
f
l
avouri
nhomedel
i
ver
y.
Anysuggest
i
ons:
Somecommonsuggest
i
onsar
e:
1)Schemeshoul
dbecl
eart
ocost
umer
s.
2)Ther
eshoul
dbeuni
f
or
mi
t
yi
nt
heschemes.
3)Theout
l
etshoul
dbepr
ovi
dedwi
t
hpr
opersi
gnagei
ndex.
4)Ther
eshoul
dber
egul
arvi
si
tofcompanyof
f
i
ci
al
sf
ort
hepr
obl
em
hear
i
ngsandt
her
emedi
est
ot
hepr
obl
em.

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Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

Summar
yandconcl
usi
on:Obser
vat
i
on:
1)Rout
evehi
cl
esar
er
egul
ari
nal
mostal
lr
out
esbutt
heyr
eachest
o
t
hei
rdest
i
nat
i
onl
at
e.I
ti
sobser
vedt
hatt
hecompet
i
t
orvehi
cl
er
eaches
qui
t
eear
l
yandf
i
l
l
st
heempt
ygl
asses,t
hi
smaybeoneoft
her
easonof
decr
easei
nt
hesal
e.
2)Evenkeyout
l
et
sar
ever
yunsat
i
sf
i
edwi
t
ht
hesi
gnageef
f
or
t
sputon
bycompanyevenal
lPepsiexcl
usi
vesar
enothavi
ngsi
gnage.
3)Compl
ai
nshandl
i
ngwasnotpr
oper
,t
her
ewer
esomeol
dcasesor
compl
ai
nt
s.
4)Bi
gr
et
ai
l
er/f
atagentar
ei
nvol
vedi
nunder
cut
t
i
ngwhi
chshoul
dbe
st
oppedi
mmedi
at
el
y.
5)Mostoft
hecool
i
ngequi
pmentar
enotwor
ki
ngpr
oper
l
y.
6)Duet
ot
heshor
t
ageofPepsipr
oducti
nt
hemar
keti
nt
hi
sseason
Pepsicoul
dnotr
eacht
ot
hatmar
kwher
ei
tcanr
each.

SWOTANALYSI
S
STRENGTH:
1)Goodmar
ketpenet
r
at
i
on.
2)Mot
i
vat
edchannelpar
t
ner
.
3)Wel
ldef
i
nedr
out
es.
WEAKNESS:
1)Al
lbr
andswer
enotavai
l
abl
ei
natl
east80% shops.
2)Compl
ai
nthandl
i
ngwasnotupt
omar
k.
3)Suppl
yi
ncer
t
ai
nar
eai
sver
yi
r
r
egul
arandal
sor
out
eagent
sar
enot
cover
i
ngf
ul
lr
out
es.
4)Poorsi
gnageanddi
spl
ayi
smaki
ngt
her
out
esweekf
ort
hesal
eof
Pepsi
.
5)I
nt
er
per
sonalr
el
at
i
onshi
pwi
t
ht
hecompanyof
f
i
ci
al
sandt
her
out
e
agenti
snotsat
i
sf
act
or
y.
OPPORTUNI
TY:
1)I
ti
sobser
vedt
hati
nsomenewl
yest
abl
i
shi
ngar
easmanynew out
l
et
s
ar
eopeni
ng,Pepsineedst
oconcent
r
at
eont
hesenew out
l
et
sandcan
gr
adual
l
yi
ncr
easei
t
ssal
ei
nt
hesear
ea.
2)Lar
genumberofmi
xout
l
et
scanbechangedt
oPepsiexcl
usi
veand
cokeexcl
usi
vet
omi
xonl
ybyl
ur
i
ngt
hem goodandef
f
i
ci
entsuppl
y,gl
ow
si
gnandcool
i
ngequi
pment
s.
THREATS:
1)Cokei
st
heonl
ynear
estcompet
i
t
orandi
ti
scat
chi
ngupi
nt
hemar
ket
penet
r
at
i
ont
hr
oughpr
i
ceski
mmi
ngandot
herpr
omot
i
onalscheme.
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Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

2)Somel
ocalbr
andscommonl
yknownaskancha,Ti
pTop,Shi
neand
t
hel
aunchofCat
chsof
tdr
i
nkapr
oductofDS gr
oupar
ecausi
ng
decr
easei
nsal
ei
nsomear
eas.

RECOMMENDATI
ON:
1)Si
gnage:
-Maj
or
i
t
yofout
l
et
sar
enotsat
i
sf
i
edwi
t
hsi
gnageandt
hey
ar
eal
sover
yunsat
i
sf
i
edwi
t
ht
heshor
t
agepr
obl
em.Thi
spr
obl
em r
esul
t
s
i
nt
hemul
t
i
pl
epr
obl
emsl
eadi
ngt
ot
hemar
gi
nall
evelofdi
ssat
i
sf
act
i
on.
Ther
ef
ori
ti
sver
ynecessar
yt
opr
ovi
dewi
t
hef
f
ect
i
vesi
gnaget
ot
he
out
l
et
s.
2)Uni
f
or
mi
t
yi
nt
her
out
esofsal
esagent:
-I
twasobser
vedt
hatnoneof
t
hesal
esmeni
sper
manentt
oanyr
out
ebutt
obui
l
dupagood
i
nt
er
per
sonalr
el
at
i
onpr
operi
nt
er
act
i
onwi
t
ht
heout
l
et
sshoul
dbet
her
e
sot
hatcompanycanposi
t
i
oni
t
spr
oductt
ot
her
espect
i
ver
out
esand
out
l
et
s.
3)Communi
cat
i
onandmot
i
vat
i
onalcl
ass:
-Ther
ei
sneedofpr
oper
communi
cat
i
onandmot
i
vat
i
onalcl
assf
ort
hesal
esagentandt
he
empl
oyssot
hatt
hecangi
vet
hei
rbestef
f
or
tandcont
r
i
but
et
ot
het
ar
get
announcedbyt
hecompany.
4)Di
spl
ayandSeasonalscheme:
-I
fdi
spl
ayorseasonalschemei
s
al
l
ot
t
edt
oanyout
l
eti
ti
snecessar
yt
opr
ovi
det
heout
l
et
swi
t
ht
hegi
f
t
s
i
t
emst
oencour
aget
hem ,sot
hatt
heycanf
ol
l
ow t
hedi
spl
ayorseasonal
schemei
nnextseason.

5)
Compl
ai
nthandl
i
ngandi
t
sr
ect
i
f
i
cat
i
on:
-Toenhancet
heef
f
ect
i
veness
i
ncompl
ai
nhandl
i
ngaboutcool
i
ngequi
pmenti
ti
sadvi
sedt
oaut
hor
i
zed
atl
eastoneshoppert
wor
out
e,t
hi
swi
l
lhel
pi
ncompl
ai
nhandl
i
ng,
whi
chi
sbi
ggestdi
ssat
i
sf
act
i
oni
nt
hi
sseason.
6)Awar
enesspol
i
ci
esTheout
l
et
sneedsawar
enessaboutt
her
out
es
anddai
l
yschemeannouncedbyt
hecompany.I
ti
sr
ecommendedt
hat
t
hesal
esagentshoul
dcar
r
ysomepr
oof,documentconcer
nedwi
t
ht
he
dai
l
yschemesoast
heout
l
et
scanbesat
i
sf
i
ed.

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Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

Annexur
e

BI
BLI
OGROPHY
1.Resear
chMet
hodol
ogy.
.C.
R.
Kot
har
y
2.Mar
ket
i
ngManagement
.Phi
l
i
pKot
l
er
3.St
at
i
st
i
calmet
hods.S.
P.
Gupt
a
4.WWW.
PEPSI
CO.
COM
5.www.
wi
kki
pi
di
a.
com.

Quest
i
onnai
r
e

Out
l
etname:
- Ownername:
-.
.
Addr
ess:
- Cont
actno:
-

.
.
.
St
at
us:
-i
)
Pepsii
i
)
Cokei
i
i
)
Mi
x
Channel
:
-.
PepsiCoke
Equi
pment
:
Si
gnage:
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Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

Q 1-Pr
ogr
am enr
ol
l
mentofPepsi
:
i
)PHHPi
i
)
FNF
Q 2-How muchst
ockdoyouhavei
nhand?
PepsiCoke
a)Gl
ass200ml300ml200ml300ml
b)
Pet500ml2l
t
r500ml2l
t
r
c)
Di
et
d)
Tet
r
a:
-i
)
Sl
i
ce.
.i
i
)
Maaza.
.i
i
i
)
Fr
oot
i
.
.i
v)
Ot
her
s
e)
Mi
ner
alwat
er
:
-i
)
Aquaf
i
na.
.i
i
)
Ki
nl
ey.
.i
i
i
)
Bi
sl
er
y.
.
.
i
v)
Ot
her
s
Q 3-Whi
char
et
het
opt
hr
eepr
oduct
saccor
di
ngt
ot
heshopkeeper
?
Pepsi
:
-i
)
i
i
)
i
i
i
)
.
.
Coke:
-i
)
.
.
.i
i
)
i
i
i
)
.
Q 4-How doyour
at
ebot
ht
hecompani
esonascal
eof010f
ort
he
f
ol
l
owi
ngpar
amet
er
s:
-

a)
St
ockdel
i
ver
y:
b)
Onemer
gencyor
der
s:
c)
Onequi
pmentmai
nt
enance:
d)
Onavai
l
abi
l
i
t
yofal
lpacksandf
l
avour
s:
Q 5-Agewi
sel
i
ki
ngoft
hef
l
avour
s,accor
di
ngt
ot
heshopkeeper
?
AGE
Fl
avour
s5151625264040andabove
a)Col
a:
b)Lemon:
c)Or
ange:
d)Mango:
e)Di
et
:
Q 6-Whi
chi
st
hepr
ef
er
r
edpackonspotconsumpt
i
onatyourshop?
a)200mlb)300mlc)500ml
Q 7-Whi
chi
st
hemostpr
ef
er
r
edbr
and/
pack/
f
l
avour
si
nhomedel
i
ver
y
atyourshop?

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Summer Training Reports: PEPSI(MARKET ANALYSES OF PEPSI)

Anysuggest
i
ons:
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
.
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