"A STUDY OF CONVERSION PROCESS OF NON PEPSI RETAILER

IN SANTA CRUZ"

A PROJECT REPORT

Submitted by

AJAY YADAV

In partial fulfillment for the award of the degree

Of

MASTER OF MANAGEMENT STUDIES

Under the Guidance of

DR. VISHAL BHOLE

THAKUR INSTITUTE OF MANAGEMENT STUDIES AND RESEARCH

KANDIVALI

MUMBAI

1
 PROJECT COMPLETION CERTIFICATE
To whomsoever it may concern

This is to certify that MR.AJAY YADAV of Thakur Institute of Management Studies

and Research has duly completed his project as part of his MMS curriculum for 2017-
19 at PEPSICO INDIA HOLDINGS PRIVATE LIMITED. From May to June 2018
on “CONVERVION PROCESS OF NON PEPSI RETAILER ABOUT PEPSICO”
under the guidance of MR. VISHAL BHOLE.

Forwarded through the research guide

Signature of the candidate

(AJAY YADAV)

Signature of the guide Signature of I/C Director

2
ORGANISATION CERTIFICATE

3
 DECLARATION

I hereby declare that the project report entitled, “SALES AND PROMOTION
TECHNIQUES OF PEPSICO” submitted to Thakur Institute of Management Studies
& Research, Mumbai, is a record of the original work done by me under the guidance
of DR. Vishal Bhole, and this project work is submitted in fulfillment of the
requirements for the degree of Masters in Management Studies. The results embodied
in this study have not been submitted to any other Institute or University for the award
of any other degree or diploma.

Signature of the candidate

(Ajay Yadav)

4
 ACKNOWLEDGEMENT

The internship opportunity I had with PepsiCo India Holding Private Limited was a
great chance for learning and professional development. Therefore, I consider myself
as a very lucky individual as I was provided with an opportunity to be a part of it. I
am also grateful for having a chance to meet so many wonderful people and
professionals who led me though this internship period. I take this opportunity to
make a special mention of all those who have contributed to my worthwhile
experience in this organization.

I am grateful to Mr. Sachin sinde, Area Manager – PepsiCo India Holding Private
Limited for giving me his valuable insights and for being my mentor throughout the
Summer Internship.

I also wish to that Mr. Akhilesh Singh (Area sales Manager), Mr. Sudhir Tiwari
(Sales officer) and all the Associates for their constant encouragement and guidance.
Their knowledge and inputs really helped me a lot while doing the project.

I am also grateful to the PepsiCo India Holding Private Limited for giving me this
opportunity to enrich my knowledge by means of this project.

Finally, I would like to thank Prof. (Dr) Vishal Bhole for his encouragement and
inputs throughout the project.

5
 PREFACE

As a part of the MMS curriculum and in order to gain practical knowledge in

the field of management, we required to make a report on “CONVERSION
PROCESSOF NON PEPSI RETAILER OF PRIDE PEPSICO” The Basic
Objective behind doing this project report is to get knowledge tool of
different tool of marketing.

In this project report we have included various concepts, techniques used

regarding customer to known about the PepsiCo.

Doing this Project report helped us to enhance our knowledge regarding the
work in to the consumer toward Product we doing undergo many experiences
related with our topic concepts. Through this report we come to known about
importance of team work and role of devotion towards the work. Whose
perspectives have encouraged me to incorporate a different dimension to the
project. His assistance and support was instrumental in completion of this
project.

Finally, I would like to thank the members of my family and all my friends for
their support and encouragement.

6
 TABLE OF CONTENTS

Chapter no. Name of the concept Page no

I Executive summary

II Industry analysis

III Company profile

IV Introduction

V Review of literature

VI Research methodology

VII Limitation of project

VIII Data analysis and interpretation

IX Findings & suggestions

X Annexure

7
 EXECUTIVE SUMMARY

The distribution network of PEPSICO is well known for its efficiency but company

constantly strives betterment of their distribution network system. Emphasis of our

study was to focus on the customer of company i.e., the retailer.

The retailer mapping of SANTACURZ is an integral step for the assessment,

development and betterment of this system. The distribution system not only

comprises the movement of the products but also incorporate the merchandising of the

product, which is very broad in its purview.

The project incorporates the analysis of the performance of PEPSI and probing into

opportunities of increasing the market share in SANTACURZ. The entire process had

to be in an organized manner in order to deliver meaningful results for the company.

Purpose of decision –making. The project was that of market research with surveys

and observations as its major phases with the objective of gathering of the important

information material for strengthening the position of PEPSI in SANTACURZ .

PEPSSI boasts of having the equal market share in the beverage segment in

SANTACURZ and is in constant process for the betterment of its product

performance and customer as well retailers’ satisfaction.

8
 Industry / sector profile

SOFT DRINK MARKET IN INDIA

India’s one billion people, growing middle class, and low per capital consumption of
soft drinks made it a highly contested prize in the global CSD market in the early
twenty-first century. Ten percent of the country’s population lived in urban areas or
large cities and drank tem bottles of soda per year while the vast remainder lived in
rural areas, villages, and a small town where annual per capital consumption was less
than four bottles. Coke and Pepsi dominated the market and together had consolidated
share were above 95%.while soft drinks were once considered products only foe the
affluent, by2003 91% of sales were made to the lower, middle and upper middle
classes. Soft drink sales in India grew at least 10% per year thought 2012. In spite of
this growth, annual per capital consumption was only 88- ounce servings versus 17 in
Pakistan, 73 in the Philippines and 800 in the United States.

With its large population and low consumption, the rural markets represent a
significant opportunity for penetration and critical battleground for market
dominance.

Experts predict that India’s drinks market will continue to grow in the coming years,
overcoming the obstacles presented by the difficulty in marketing to such a large and
diverse population and the relative high cost of packaging as a proportion of selling
price

In addition , the success of smaller pack sizes in the carbonates sector provide fresh
impetus for low cost packaging, particularly as the major producers look for ways of
competing with lower priced local suppliers.

The market preference for soft drinks in India is regional based. While cola drinks
have their main market in metro cities and northern states of UP, Panjab, Haryana,
etc., orange flavored drinks are popular southern states sodas too are largely in
southern states besides sale through bars. Western markets have a preference toward
mango-flavored drinks.

9
Types
Soft drinks are available in glass bottle, aluminum cans and PET bottles for home
consumption fountain also dispense them in disposable container. The non-alcoholic
soft drinks beverages market can be divided into fruit drinks and soft drinks. Soft
drinks can be further divided inti carbonated- none carbonated drinks. Cola lemon and
oranges are carbonated drinks while mango drinks come under the non –carbonated
category. The market can also be segment based on the types of product. The brands
that fall in the cola category are Pepsi, Coca-Cola, thumps up, diet coke ,diet Pepsi
etc. the non-cola segment can be divided into 4 categories based on the type of flavors
available, namely ;orange,cloudy,clear and mango.

10
Major competitor

11
 Organization profile
PepsiCo, Inc., set up in 1965 through the merger of Pepsi-Cola and Frito-Lay is a world
pioneer in helpful sustenance and drinks. The organization comprises of Frito-Lay North
America, PepsiCo Refreshments North America, PepsiCo Global and Quaker Sustenance
North America .PepsiCo brands are accessible in almost 200 nations and regions. Its
prosperity is the consequence of prevalent items, elevated requirements of execution,
particular aggressive procedures and the abnormal state of respectability of its
representatives. PepsiCo offers item decisions to meet an expansive assortment of
necessities and inclination from a good time for-you things to item decisions that add to
recuperate their ways of life. The organization's key organizations include:

• Frito-Lay tidbits

• Pepsi-Cola beverages

• Gatorade sports drinks

• Tropicana juices

• Quaker foods

PepsiCo's central goal is "To be the world's head shopper Items Organization concentrated
on advantageous nourishments and refreshments. We try to deliver sound monetary prizes
to financial specialists as we give chances to development and improvement to our
representatives, our business accomplices and the networks in which we work. Furthermore,
in all that we do, we take a stab at genuineness, reasonableness and respectability."

12
The organization has two noteworthy divisions that are operational in India. The principal
division is the conventional Refreshments Division. The second division, and the topic of this
report, is the Nibble Nourishment Division.

The Refreshments Division

The organization has 37 packaging plants in India, and one organization claimed think plant.
Pepsi keeps its think recipe, a mystery. The fundamental items are:-

 Pepsi Cola

 Eating routine Pepsi

 7 Up

 Miranda

 Mountain Dew

 Cut

 Tropicana Juices

 Aquafina

 Lehar Everess Pop, Dukes Lemonade and Mangola

13
There is a subdivision of the Refreshments division which is under the name of Tropicana
Items, Inc., parent organization headquartered in Bradenton, Florida, and is a division of
PepsiCo. In India, the organization is headquartered in Gurgaon, Haryana. Keeping with the
center Pepsi push toward youth, Tropicana is committed to creating unadulterated premium
juices basic for a functioning and youth full way of life. The juices of the generally accessible
organic products delivered, bundled and advertised by Tropicana contain normally
happening parts to advance great wellbeing.

With a 50 or more year history of reliable development Tropicana today remains as the
world's solitary worldwide citrus juice business!

PepsiCo Universal

Pepsi-Cola started offering its items outside the Unified States and Canada in the mid-1930s,
opening in the Assembled Kingdom in 1936.Operations became quickly starting in the 1950s.
Today, PepsiCo refreshments are accessible in about 200 nations and domains. A portion of
the real brands incorporate Pepsi, Mountain Dew, Aquafina, Gatorade and Tropicana
.notwithstanding brands showcased in the Assembled States, PepsiCo Global brands
incorporate Miranda, Seven-Up, Aquafina, Gatorade, Tropicana and numerous nearby
brands.

PepsiCo's Practical Leverage

Three noteworthy practical points of interest give PepsiCo a focused edge as they work in
the worldwide commercial center,

(1) Major, strong brands

14
(2) Demonstrated capacity to improve and make separated items

(3) Ground-breaking go-to-showcase frameworks

Their phenomenally capable and devoted workforce improves these favorable

circumstances and makes enchantment in the commercial center. Putting resources into
development energizes the brands and this thus drives top-line development. Dollars from
that

Top-line developments are deliberately reinvested once more into new items and other
advancement, alongside cost-funds ventures.

15
 PepsiCo at a Glance

Type Public

Traded as NASDAQ: PEP

Industry Food & Beverage

Founder Caleb Bradham

Founder (s ) Donald Kendall &Herman lay

Headquarters Purchase, New York, United States

Area served Worldwide

Key people
Indra Nooyi (Chairman and CEO)
Ramon Laguarta (President)
Products 22 PepsiCo brands

Revenue
US$63.525 billion(2017)
Operating income US$10.509 billion(2017)

Net income US$4.908 billion (2017)

Total Assets US$79.804 billion(2017)

Total equity US$10.981 billion(2017)

Employees 263,000 (2017)

Divisions PepsiCo America ,Asia ,Europe, Africa

Website www.pepsico.com

16
SWOT ANALYSIS OF PEPSICO

Strengths

1. Believe on the customer satisfaction

2. Pepsi have a border product line and outstanding reputation
3. Record revenues and increasing market share
4. Number one maker of snack, such as corn chips and potato chips
5. Great brands , strong distribution , innovation capabilities
6. Popular with younger people ,wide array of brand
7. Has a big share, popular, well known by couster, higher celebrities for
promotion
8. Company has good market share in Mumbai city
9. Company has a brand equity among consumer

Weaknesses-
1. No provision for regular replacement of damage of bottles
2. Distribution is not proper so we can say not justified
3. Not as popular with older crowd not associated with key restaurants (i.e. coke/
McDonald’s, while Pepsi /pizza hut)

Opportunities-
1. Water related product, non-soft drinks, energy drinks
2. Increase the coverage areas
3. Increase market share by improving service
4. Increase the target consumer every year
5. Company can go for more monopoly counter

Threats-
1. Decline in Carbonated Drink Sales by 2.7%
2. Potential Negative Impact of Government Regulations
3. Intense Competition
4. Potential Disruption Due to Labor Unres

17
 Literature review

PepsiCo is a world leader in convenient foods and beverages, with 2005 revenues of
more than $29 billion and 153,000 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 sales at the retail level of about $78 billion.

Many of PepsiCo’s brand names are more than 100-years-old, but the corporation is
relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and
Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker
Oats Company, including Gatorade, in 2001.

PepsiCo offers product choices to meet a broad variety of needs and preference --
from fun-for-your items to product choices that contribute to healthier lifestyles.

PepsiCo’s mission is “To be the world’s premier consumer Products Company

focused on convenient foods and beverages. We seek to produce healthy financial
rewards to investors as we provide opportunities for growth and enrichment to our
employees, our business partners and the communities in which we operate. And in
everything we do, we strive for honesty, fairness and integrity.

SHAREHOLDERS

PepsiCo (symbol: PEP) shares are traded principally on the New York Stock
Exchange in the United States. The company is also listed on the Amsterdam,
Chicago, Swiss and Tokyo stock exchanges. PepsiCo has consistently paid cash
dividends since the corporation was founded.

CORPORATE CITIZENSHIP

At PepsiCo, we believe that as a corporate citizen, we have a responsibility to

contribute to the quality of life in our communities. This philosophy is expressed in
our sustainability vision which states: “PepsiCo’s responsibility is to continually

18
improve all aspects of the world in which we operate – environment, social, economic
– creating a better tomorrow than today.

Our vision is put into action through programs and a focus on environmental
stewardship, activities to benefit society, and a commitment to build shareholder
value by making PepsiCo a truly sustainable company.

PepsiCo’s beverage business was founded 1898 by Caleb Bradham, a New Bern,
North Carolina druggist, who first formulated Pepsi-Cola.

Today, Brand Pepsi is part of a portfolio of beverage brands that includes carbonated
soft drinks, juices and juice drinks, ready-to-drink teas and coffee drinks, isotonic
sports drinks, bottled water and enhanced waters. PBNA has well-known brand such
as Mountain Dew, Diet Pepsi, Gatorade, Tropicana Pure Premium, Aquafina water,
Sierra Mist, Mug, Tropicana juice drinks, Propel, So Be, Slice, Dole, Tropicana
Twister and Tropicana Season’s Best.

PBNA manufactures and sells concentrate for some of these brands to licensed
bottlers, who sell the branded products to independent distributors and retailers.
PBNA provides advertising, marketing, sales and promotional support for its brands.
This includes some of the world’s best-loved and most-recognized advertising.

In 1992 PBNA formed a partnership with Thomas J. Lipton Co. to selling ready-to-
drink tea brands in the United States. Pepsi-Cola also markets Frappuccino ready-to-
drink coffee through a partnership with Starbucks.

Anthony Rossi as a Florida fruit packaging business founded Tropicana in 1947. In

1954 Rossi pioneered a pasteurization process for orange juice. For the first time,
consumers could enjoy the fresh taste of pure not-from-concentrate 100% Florida
orange juice in a ready-to-serve package. The juice, Tropicana Pure Premium, became
the company’s flagship product. PepsiCo acquired Tropicana, including the Dole juice
business, in August 1998.

SoBe became a part of PBNA in 2001. So Be manufactures and markets an innovative

line of beverages including fruit blends, energy drinks, dairy-based drinks, exotic teas
and other beverages with herbal ingredients.

19
Gatorade thirst quencher sport drink was acquired by The Quaker Oats Company in
1983and became a part of PepsiCo with the merger in 2001. Gatorade is the first
isotonic sports drink. Created in 1965 by researchers at the University of Florida for
the school’s football team, "TheGators," Gatorade is now the world’s leading sports
drink.

PepsiCo Beverages North America includes the United States and Canada.

PEPSICO INTERNATIONAL

Pepsi-Cola began selling its products outside the United States and Canada in the
mid-1930s, opening in the United Kingdom in 1936. Operations grew rapidly
beginning in the 1950s.Today, PepsiCo beverages are available in more than 170
countries and territories. Brands include Aquafina, Gatorade and Tropicana.

In addition to brands marketed in the United States, PepsiCo International brands

include Miranda, Seven-Up and many local brands.

PepsiCo began its international snack food operations in 1966. Today, products are
available in nearly 170 countries. Often PepsiCo snack food products are known by
local names. These names include Games and Sabritas in Mexico, Walkers in the
United Kingdom, Smiths in Australia, Matutano in Spain, Elma Chips in Brazil, and
others. The company markets Frito-Lay brands on a global level, and introduces
unique products for local tastes.

20
 Methodology of study

Research methodology is the way in which research problem are solved

systematically. It is a science of studying how research is conducted scientifically.

Under it, the researcher acquaints himself/herself with the various steps generally

adopted to study a research problem, along with the underlying logic behind them.

Hence, it is not only important for the researcher to know the research

techniques/method, but also the scientific approach called methodology.

PROBLEM DEFINATION

The Report is essentially a proposal for the PepsiCo India private holding Ltd to work

that plan to do. Then purpose of the report is to summarize relevant information learnt

about the sales and promotion techniques of PepsiCo India private ltd. It should

include a concise statement of sales and promotion a successful resolution of the

problem.

Introduction

The purpose of the report is how to convert non Pepsi retailer into Pepsi customer.

21
RESEARCH OBJECTIVES
 To understand existing Retailer Acquisition process at Pepsi.
 To identify problems faced by Pepsi n non Pepsi retailers.
 To create schemes/plans to convert non Pepsi retailers to Pepsi retailers.
 To suggest measures to improve market share for Pepsi.

Scope &Limitations

SCOPE OF THE STUDY

 To understand the service issues.

 To analyze problem at the logistic send resolve than.
 To collect the maximum data and maintain relation with the customers
through follow- up.
 Provide 100% satisfaction by solving all problem of customer.

RESEARCH DESIGN
A Research Design is the set of method and procedures used in collecting and
analyzing measures of the variables specified in the research Problem. The design of a
study defines the study type (descriptive, correlation, semi-experimental,

22
Experimental, review, Meta –analytic) and sub-type (e.g., descriptive-longitudinal
case study) research problem, hypotheses, independent, dependent variables,
experimental design and if application, data collection big black c methods and a
statistical analysis plan. Research design is the framework that has been created to
find answer to research questions.

Data Sources

Primary: Direct Interview, Questionnaire asked to the customer during different

activities. The source of our primary data is the population sample from which we
collect the data. In the process, we determine our target population and our target
population was active customers.
Data Collection Instrument:
The data collection instrument used is questionnaire.A simple questionnaire designed
for active customers. The respondents were interviewed met personally.

Population:
The Population of the project study is 600 as number of customer response is 100.

Sampling Method & Sample Technique:

The sampling method used is convinent sampling method.

The sampling technique used was convenience sampling wherein any customers were
selected in part or area to my convenience from the list of active customers.

Customer follow-up by survey

23
This technique use by the PepsiCo for the analyzing the customer feedback and
suggestion for the product in survey we have to visit the each and every individual
customer personally for their valuable feedback and suggestion.

The company provides the data of exiting customer and churn customer so the
existing customer is those who are the present customer of PepsiCo and the churn
customer is that customer who left the services for certain issues or any problem faced
by the customer

Existing customer

The existing customer are those who presently having the services of PepsiCo this
customer are loyal customer for the company the in survey task. The personal care
where we have to meet them and ask for any difficulties or problem face by them with
our service there is on survey form which they have to fill. Where in the survey form
POC ask about the quality, freshness services and any questions which are as follows
along with that we ask for them any from their side.

LIMITATIONS OF THE PROJECT

 Area specific report.

 Customer Impulsiveness.
 Dependence on retailer

24
 DATA ANALYSIS AND INTERPRETATION

Introduction

Data has been collected from the sample through questionnaire survey. Results of
each question have been presented in the form of percentages. Results are presented in
tables and graphs for proper analysis.

1) Monthly income of the costumer of PepsiCo?

OPTION % OF RESPONDENTS
From 0 - 20k 34%
From 20 – 50k 36%
Above 50k 30%
Total 100%

Monthly income

30%
34%
0 to 20k
20k to 50k
above 50k

36%

Interpretation: from the pie –chart of the pepsico retailer monthly income is 20k to
50k is 36%.that the most of the people earn.

25
2) WHICH BRAND DO YOU THINK IS MORE POPULAR?

OPTION % OF RESPONDENTS
Pepsi 46%
Coca cola 45%
Other 9%
Total 100%

BRAND POPULARITY

pepsi coca cola other

9%

46%

45%

Interpretation: from the pie –chart of the brand popularity of the coke and Pepsi
are equal.

26
3) WHICH BRAND DO YOU PREFER?

OPTION % OF RESPONDENTS
Pepsi 45%
Coca cola 44%
Other 11%
Total 100%

BRAND PREFER
pepsi coca cola other

11%

45%

44%

Interpretation: from the pie –chart of the brand popularity of the coke and Pepsi
are equal, there is just a minor difference.

27
4) IF YOU WANT TO BUY A BOTTLE OF SOFT DRINK WHICH ONE YOU
WILL BUY?

OPTION % OF RESPONDENTS
Pepsi 50%
Coca cola 42%
Other 8%
Total 100%

Buying preference

other
8%

coca cola
pepsi 50%
42%

Interpretation: in this pie-chart the retailer buying preference 50% to coca cola and
42% in Pepsi.

28
5) IF YOU WANT TO DO A BULK PURCHASE WHICH BRANDS YOU WILL
CHOOSE?

OPTION % OF RESPONDENTS
Pepsi 43%
Coca cola 46%
Other 11%
Total 100%

BULK PURCHASE
pepsi coca cola other

11%

43%

46%

Interpretation: in this pie-chart the retailer bulk purchase preference is more toward
coca cola is 46% and less toward 43% to PepsiCo.

29
6) WHAT IS YOUR REASON TO CHOOSE PEPSI OVER COKE?

OPTION % OF RESPONDENTS
I like advertisement 17%
it look nice 16%
it taste good 43%
it very popular 21%
other 3%
Total 100%

PEPSI OVER COKE

I like advertisement it look nice it taste good it very popular other

3%

17%
21%

16%

43%

Interpretation: in this pie-chart the retail preference Pepsi over coke than 43%
retailer believes that Pepsi taste is good. And 16% think it looks nice, and 17%
retailer is like advertisement.

30
 7) WHAT IS YOUR REASON TO CHOOSE THE COCA COLA COKE?

OPTION % OF RESPONDENTS
I like advertisement 19%
it look nice 17%
it taste good 42%
it very popular 19%
other 4%
Total 100%

CHOOSE COCA COLA

I like advertisement it look nice it taste good it very popular other

4%

18%
19%

17%

42%

Interpretation: in this pie-chart the retail preference coca cola over Pepsi than 42%
retailer believes that coca cola taste is good. And 11% think it looks nice, and 18%
retailer is like advertisement.

31
 8) DO YOU PREFER PEPSICO MAINLY DUE TO?

OPTION % OF RESPONDENTS
any other , specify 27%
brand 24%
price 20%
taste 29%
Total 100%

PREFER PEPSICO MAINLY DUE TO

any other , specify brand price taste

29% 27%

20% 24%

Interpretation: in this pie-chart the retailer prefer PepsiCo mainly due to 29% taste
and 27% any other, specify and 24% brand.

32
9) DO YOU FIND OUR PRODUCT COSTLY?

OPTION % OF RESPONDENTS
Yes 49%
No 51%
Total 100%

PRODUCT COSTLY
yes no

49%
51%

Interpretation : in this pie-chart the retailer show his view on the they find the
product costly so 51% think that it’s not costly and 49% think its costly.

33
 10) DO YOU THINK OUR COMPANY SHOULD INTRODUCE NEW
PRODUCT?

OPTION % OF RESPONDENTS
Yes 42%
No 58%
Total 100%

INTRODUCE NEW PRODUCT

yes no

42%

58%

Interpretation: In This Pie-Chart the ask question to retailer to introduce a new

product so there is 42% retailer say yes and 58% retailer say no.

34
11) DO YOU FIND ANY DIFFERENCE IN THE PRICE OF PEPSI AND OTHER
BRAND?

OPTION % OF RESPONDENTS
no all are same 31%
there are other brand
cheaper the PepsiCo 33%
yes Pepsi is cheaper 36%
Total 100%

PRICE DIFFERENCE
no all are same
there are other brand cheaper the pepsico
yes pepsi is cheaper

36% 31%

33%

Interpretation: in this pie-chart the retailer find the difference in the price of the
product 36% retailer say Pepsi is cheaper and 33% retailer say there are other brand
cheaper than Pepsi and rest of the think no all the same.

35
12) DO YOU FIND OUR DELIVERY OF GOODS ON TIME?

OPTION % OF RESPONDENTS
Yes 76%
No 24%
Total 100%

DELIVERY OF GOODS
yes no

24%

76%

Interpretation: in his pie-chart the 76% retailers think that the Pepsi delivery good
on time and therefore 24% retailer think they are not delivery good on time.

36
13) HOW MUCH CREDIT PERIOD COKES PROVIDE YOU?

OPTION % OF RESPONDENTS
1 week 2%
2 week 4%
No credit 94%
Total 100%

CREDIT PERIOD
I week 2 week no credit

2%4%

94%

Interpretation: in this pie-chart the coke company 94% not giving any kind of credit
to their retailer but if there any golden outlet than they can provide credit of 1 week or
2 week.

37
14) WHAT KIND OF SCHEME COKE PROVIDE YOU ?

OPTION % OF RESPONDENTS
Discount on box 47%
Discount on display 22%
Discount on price 31%
Total 100%

SCHEME COKE PROVIDE

discount on box discount on display discount on price

31%
47%

22%

Interpretation: in this pie –chart the coke provide scheme to their retailer 47% on
discount on display, and 31% on discount on box and the rest of the discount on
display

38
15) COKE COMPANY PROVIDES YOU A VISI?

OPTION % OF RESPONDENTS
Yes 47%
No 53%
Total 100%

VISI PROVIDED
yes no

47%
53%

Interpretation: in this pie-chart the47% of outlet of coke get visi and the rest of 53%
outlet they don’t have visi right now.

39
16) WOULD YOU LIKE TO PUT PEPSI PRODUCT?

OPTION % OF RESPONDENTS
Yes 48%
No 53%
Total 100%

product acceptance
yes no

48%
52%

Interpretation: in this pie –chart 48% retailer want to put Pepsi product in there shop
and the rest of the 52% they don’t want to put Pepsi product in the shop.

40
17) WOULD YOU LIKE TO CONVERT INTO PEPSI?

OPTION % OF RESPONDENTS
Yes 45%
No 55%
Total 100%

CONVERSION PROCESS
yes no

45%

55%

Interpretation: in this pie-chart 45% of retailers want to convert into

Pepsi and the 55% of retailer don’t want to convert into Pepsi.

41
 18) What kind of problem faced by you as a retailer?

OPTION % OF RESPONDENTS
Credit period 21%
Discount 13%
Expire issue 32%
Visi availability 11%
Visi maintance 23%
Total 100%

PROBLEM FACED BY THE RETAILER

credit period discount expire issue visi availability visi maintance

23% 21%

11% 13%

32%

Interpretation: in this pie-chart the problem faced by the retailer is the 32% of
retailer are facing expire issue and the 23% of retailer face visi maintance ,21% face
credit preiod .

42
 FINDINGS

As majority of work was related to advertisng and promotion of brand and business
development, I have gained deeper understanding of the market then what I had
earlier..

One of the major findings was that most of customers was having limited or no
knowledge about unique qualities of product, shelf life and mobile app service. Some
of them also had some misconceptions about the product. So during conversations
with customers, we had to provide product and service details and solve their doubts
relating to it.

Active customers:

Customer Visited Form Filled Sample sent Order

140 118 100 15

Awareness

Leads-140

Prospects-
118

Figure 4: Sales Funnel

43
The above Data represents the other activity done during 57 days of internship at
PEPSICO

The table is of active customer so trust factor plays very important role during
approaching given by the customers.

44
 CONCLUSION

The summer training project was focused on “A STUDY OF CONVERSION

PROCESS OF NON PEPSI RETAILER IN SANTA CRUZ"

Pepsi is superior brand than Coca-Cola but from some time its market share
has come down due to various reasons. In India the company is running with very fast
speed. The popularity of Pepsi is better than coke. It has bright future.
It has democratic and communicative style of functioning.

Conclusion has been draw:-

1. Proper approach to the retailers at the time of tie ups is required.
2. The retailer’s satisfaction is low.
3. Company does not provide schemes properly.
4. Many complains of retailers does not listen by the company.
5. Many retailers want monopoly but company does not provide.
6. No provision for regular replacement of damage of bottles

45
 LEARNING OUTCOMES
 Sales planning is essential part of the marketing. And I learnt how its
effectivley work to devlop business.
 Management
o Time.
o Activities.
o Planning.
o Team work.
 Communication: Communication skill and Pitching product to the customer.
 Convince : As a marketing intern, it helps to increase our convincing power.
 Leadership: I learnt lots of skills and tacties to work effectively in a team.also
understand that leadership quailty helps to build as person.
 Fear for rejection: I can accept rejection now in a positive way and can move
ahead with the confidence.
 Probing : It is essential me to know customer requirements. Probing was the
tactics which I learnt from my superiors, I asked several questions while
pitching which also helps me to build my learning skills.
 Technical Skills:
o Understanding of Sales automation procurement taking order in samna
app
o Practical knowledge of logistics and distribution process of pepsico .

46
 OBSERVATIONS & SUGGESTIONS

Suggestion

 Company should emphasis on selling per bottles for 200ml & 300ml at a
lower difference price ,it is portable and convenient to carry
 Consumer preference change according to availability, therefore the company
should provide their brand at maximum outlets at possible
 Company should take care of cleanliness of the bottles risted crown and
maintain the quality especially at the time of packaging
 Company should get the schemes through mail or message of the product as
well as on the free items provide with soft drink so that retailer gets aware
about that schemes.
 Company should inform each PSR about the schemes before time or on time
and check them. Weather is providing them to retailer in the proper manner.
 Company should conduct survey quarterly to see weather retailers are satisfied
with the product and services.
 Schemes have large impact on retailer preference therefore a company should
launch different and attractive promotional schemes frequently.
 Company should encourage to the retailer to purchase more and soft drink so
as develop the sales.
 Suggestion to improve or design the new distribution technique which would
help Sales team to penetrate in an untouched market, where the delivery of
goods is not possible because of inaccessibility.
 Delaying and unavailability of products, if this problem is not taken into
consideration then it would damage the competitive edge of the company, as
rival brands such as coca cola, Paper Boat are working fiercely in the market.
 Marketing activities such as branding, sampling, activation, promotion really
required to educate the customer about new arrivals in the market such as
sting, Pepsi zero sugar.
It is important to do some activities with respect to these products as they have
huge potential to grow especially in western Mumbai market where the
customer can be acquired.

47
 BIBLOGRAPHY
Books:

Marketing Management – “Philip Kotler”

Research Methodology – “C.R. Kothari”

 Annual Report –Pepsi

 BUSINESS WORLD
 INDIA TODAY
 Harvard business review
 INTERNET
 NEWS PAPER
 HARVARD BUSINESS REVIEW
Web Sites
 www.google.com
 www.pepsico.com
 www.coca-cola.com
 www.ask.com
 www.wikipedia.org

48
 Annexure
Questionnaire
Date

1) NAME –

2) AGE –

3) ADDRESS –

4) SEX - (A) MALE (B) FEMALE

5) MARITIAL STATUS - (A) MARRIED (B) UNMARRIED

6) MONTHLY INCOME -

(A) 0 TO 20000

(B) 20000 TO 50000

(C) ABOVE 50000

7) WHICH BRAND DO YOU PREFER?

(A) PEPSI (B) COCA COLA (C) OTHER

8) WHICH BRAND DO YOU THINK IS MORE POPULAR?

(A) PEPSI (B) COKE (C) OTHER

9) IF YOU WANT TO BUY A BOTTLE OF SOFT DRINK WHICH ONE YOU
WILL BUY?

(A) PEPSI (B) COKE (C) OTHER

10) IF YOU WANT TO DO A BULK PURCHASE WHICH BRANDS YOU
WILL CHOOSE?

(A) PEPSI (B) COKE (C) OTHER

11) WHAT IS YOUR REASON TO CHOOSE PEPSI OVER COKE?

(A) IT TASTE GOOD

(B)IT IS VERY POPULAR

(C) I LIKE ADVERTISEMENT START

(D) IT LOOK NICE

49
(E) OTHER

12) WHAT IS YOUR REASON TO CHOOSE THE COCA COLA?

(A) IT TASTE GOOD

(B)IT IS VERY POPULAR

(C) I LIKE ADVERTISEMENT START

(D) IT LOOK NICE

(E) OTHER

13) DO YOU PREFER PEPSICO MAINLY DUE TO?

(A) TASTE

(B) PRICE

(C) BRAND

(D) ANY OTHER, SPECIFY

14) DO YOU FIND OUR PRODUCT COSTLY?

(A) YES (B) NO

15) DO YOU THINK OUR COMPANY SHOULD INTRODUCE NEW

PRODUCT?

(A) YES (B) NO

16) DO YOU FIND ANY DIFFERENCE IN THE PRICE OF PEPSI AND
OTHER BRAND?

(A) YES PEPSICO IS CHEAPER

(B) NO ALL ARE SAME

(C) THERE ARE OTHER BRAND CHEAPER THE PEPSICO

17) DO YOU FIND OUR DELIVERY OF GOODS ON TIME?

(A) YES (NO) NO

18) HOW MUCH CREDIT PERIIOD COKES PROVIDE YOU?

(A) 1 MOUTH (B) 2 MOUTH

(C) 3 MOUTH (4) NO CREDIT

19) WHAT KIND OF SCHEME COKE PROVIDES YOU?

50
(A) DISCOUNT ON PRICE

(B) DISCOUNT ON ONE BOX

(C) DISCOUNT ON DISPLAY

(D) NO DISCOUNT

20) COKE COMPANY PROVIDES YOU A VISI?

(A) YES (B) NO

21) WOULD YOU LIKE TO PUT PEPSI PRODUCT?

(A) YES (B) NO

22) WOULD YOU LIKE TO CONVERT INTO PEPSI?

(A) YES (B) NO

23) What are the problems faced by you as a retail?

(A) Visi availability (B) Visi maintenance

(c) Credit period (D) DISCOUNT

(E) Expiry Return issue

51
 LIST OF THE RETAILER

 GEETA VIHAR HOTEL

 UNIVERSITY CANTEEN
 AMIR MILK CENTRE
 CAMPUS GENERAL STORE
 GURU PRASAD GENERAL
 HOTEL PRIYANKA
 HOTEL SHIV RAM
 RADHA KRISHNA DAIRY
 SARGAM PAN BIDI SHOP
 SHAHIK ANNA BHAU SATHE
 SHAKTI TEA CENTER
 TULSIRAM GUPTA (AGARWAL)
 KABAB CORNER (RITE AND COA)
 KALINA REA STALL
 KANIFNATHI JUICE CENTER
 MASTAN MILK CENTRE
 PRAFUL SOCIETY STORES
 RONS STORE
 NEELKAMAL STORE
 HOTEL OM SAI (K29)
 SAINCOLD DRINKS
(UNIVERSITY)
 SAINATH LUNCH HOME
 MAHALAKSHMI GEM STORE
 AIRLINES BAR
 AKSHAY CATERERS
 ICSSR CAFETERIA
 ROYAL MILK CENTER

52
 MAHIMA GEN STORE
 PANKAJ PAN BEEDI
 DILIP P/B
 MATESHEWARI DAIRY
 NOORI MILK CENTER
 AMAR GEM STORE
 PRAKASH STORE
 BODRY FRUIT
 AMIN DRY FRUIT STORES
 AIR INDIA STAFF CONSUMERS
COOP
 MEET MEDICAL
 SAHARA SOAP CENTER
 GOODWILL GEN STORE (MAULIM
 NIRON HOSPITAL RES
 NEW KALINA BEEDI SHOP
 BHATIA MEDICAL SUPER
MARKET
 NAVEEN PAN BEEDI SHOP
 SAIRAJ DUDH DUGDJANYA
PADART
 GADA GEN STORE
 SAI TIME CENTER
 SUNDARAM AND SONS STORES
 HONESTY STORES
 HARSHAD STORES
 NATIONAL HINDU REST
 SPICY DICY
 HOTEL SADIHHA
 JANTA HINDU HOTEL
 KRISHNA JALPAN GRUHA
 MAHABAL TEA HOUSE

53
 SANTOSH LUNCH HOME
 VIJAY DAIRY FARM
 CHAKRA BAR
 KING CHILLI(RMREST)
 BAJARANG SWEETS
 AGARWAL SWEET
 VICTORY COUNTRY LIQUOR BAR
 PRIYA HOTEL
 RAMJI DAIRY FARM
 SHIV SWEETS CORNER
 PINTO WINES
 SHRISWAMI SAMARTH SWEETS
 LAXMI DAIRY (NAGORI)
 MODERN DAIRY
 TASTY CORNER FARSAN AND
SWEETS
 AIR INDIA SPQRTS CLUB WR
 OTC PSR11
 KALINA SUPARI STORE
 MATESHWARI FALUDA CENTRE
 RAJPUT SWEETS DF FARSAN
 SAI GARDEN RES
 MAHARAJA JUICE CENTRE
 JAYSHREE KRISHNA DAIRY
 ROYAL POINT
 SAGER STATIONERY AND
XEROX
 HOTEL MEENA
 HARSH SNACK CENTER
 CAMP BAR RES
 HOTEL PUPSHPRAJ
 SHAKE IN

54
 JAY AMBE STORES
 MAHESH DRYFRUITS GEN STORE
 HOTEL UNCLE KITCHEN
 YADAV DAIRY SWEET MART
 R V PROVISION STORES
 ZAZ KABAB BIRYANI CENTER
 SHRI SAI ENTERPRISES /
CHEMIST
 MANGALMURTI FRANKEE AND
SHAWARMA CORNER
 AKSAHY CATERERS
 SHRI DEVI STORE
 ANJALI SERVICES PVT LTD
 SHIVRAJ SUPER STORE
 NAGORI LUCKY MILK AND TEA
CENTER

55
56