A SYNOPSIS

FOR SUMMER TRAINING REPORT ON THE TOPIC OF

“CUSTOMER SATISFACTION OF PEPSI”
A Synopsis in fulfillment Of the Requirement For
MASTER OF BUSINESS ADMINSTRATION (MBA)
OF
A.K.T.U LUCKNOW
SESSION (2019-2020)
MAHARANA PRATAP ENGINEERING COLLAGE KOTHI MANDHANA KANPUR

“UNDER THE GUIDANCE OF”

RAMESHVARAM VISHVKARMA

MARKETING MANAGER (ZONE KANPUR)

SUBMITTE TO SUBMITTED BY
MR. SHYAM DUBEY SHASHANK TRIPATHI
ASSISTANT PROFESSOR ROLLNO.1804670024
 PREFACE
As a part of MBA and in order to gain practical knowledge in the field of management,
we are required a report on “CUSTOMER SATISFACTION OF PEPSI” The basic
objective behind doing this project report is to get knowledge tools of different tools of
marketing.

In this project report we have include various effect and implication regarding celebrity
indorsement to the PepsiCo.

Doing this project report helped us to enhance our knowledge regarding the work in to
the behavior of customer these products through this report we come to know about
importance of team work and role of devotion towards the work.

In this project report I do work hard and get the knowledge. I come to the office in
morning 10am. And work till the night 10pm under the guider.
 ACKNOWLEDGEMENT

I have taken efforts in this project. However, it would not have been possible without the
kind support and help of many individuals. I would like to extend my sincere thanks to
all of them.

I am highly indebted to Mr. RAMESHVARAM VISHVKARMA sir, for their

guidance and constant supervision as well as for providing necessary information
regarding the project &amp also for their support in completing the project.

I would like to express my gratitude towards my parents &amp for their kind co-
operation and encouragement which help me in completion of this project.

I would like to express my special gratitude and thanks to my professors

Dr. Mamata Shukla ma’am
Dr. Ashutosh Mishra sir
Mr. Shy am Dubey sir
Mr. Mayank Tripathi sir
Mr. Shailendra sir
Mr. Beenu Singh sir
Mr. Yash Bindu sir
Mr. Somnath pal sir
Ms. Kanchan Tripathi ma’am
Ms. Karishma Jain ma’am
Ms. Kamini Singh ma’am
forgiving me such attention and time. My thanks and appreciations also go to my
colleague in developing the project and people who have willingly helped me out with
their abilities.
 DECLARATION

I, SHASHANK TRIPATHI, STUDENT OF MBA FINAL YEAR OF MPEC

KANPUR hereby declare that the presented report of internship titled “Customer
Satisfaction in PepsiCo products “in Kanpur.” is uniquely prepared by me after the
completion of forty-five days of work at Panki Kanpur.
I also confirm that the report is only prepared for my academic requirement, not for any
other purpose. It might not be used with the interest of the opposite party of the
corporation.

………………………
SHASHANK TRIPATHI
MBA 2nd year
Department of M.P.E.C
M.P.E.C COLLEGE, MANDHANA
 Content List
S.NO. TOPIC PEGE NO.

1. Introduction 1

2. Company profile 3

3. Literature Review 7

4. Objective of Study 9

5. Research Methodology 10

Research Instrument

Research Instrument

6. Proposed outcome 12
Proposed outcome

7. Suggestion 13

8. Bibliography 14
 INTRODUCTION

The importance of consumer sales promotion in the marketing mix of the soft drink category

throughout the word has increased. Companies spend considerable time in planning such

activities. However, in order to enhance the effectiveness of these activities. Manufacturers

should understand consumer and retailer interpretations of their promotional activities. The

study here pertains to consumer’s perceptions regarding sales promotion. Some past

researches have suggested that promotion itself has an effect on the perceives value of the

brand. This is because promotions provide utilitarian benefits such as monetary savings. added

value. Increased quality and convenience as well as hedonic benefits such as entertainment.

exploration and self-expression.

Broadly speaking most of the companies using Marketing Mix which includes…

 Benefits such as entertainment.

 Exploration and self-expression.

 Broadly spelling most of the companies using Marketing Mix which includes…

 Price

 Place (Channel of Distribution)

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COMPANY PROFILE

PepsiCo is one the largest there is that engaged in the food, beverage, and snack industries. Their

address is 700 Anderson Hill Road, Purchase. N.Y.10577. Their Phone number is 914-253-2000

and their fax number is 914-253-2070. Their stock symbol is PEP and they are listed on the

NYSE. The company URL is www.pepsico.com.

Business summary:

PepsiCo, Inc is engaged in the snack food, soft drink, juices and fast food franchise business.

The company, through its subsidiaries, markets, sells and distributaries various snacks in the

united States and internationally, manufactures concentrates of Pepsi, Mountain Dew and other

brands for sale to franchised bottlers in the United States and international markets and products

markets, sells and distributes PepsiCo’s domestic snack food business is conducted by Frito-Lay

North America, and its international snack food business is conducted through Frito-Lay

International.

The company soft drink business operates as the Pepsi-cola Company and is comprised of two

business units, Pepsi-Cola North America (PCNA) and Pepsi-cola international (PCI).In

December 2000, the company announced an agreement under which a subsidiary of PepsiCo

will merge with the Quaker is a large worldwide marketer of foods and beverages. It
manufactures and markets Gatorade thirst gender, along with hot cereals, pancake syrups, grain-

based snacks, cornmeal, hominy grits and value-added rice products.

The proposed merger is subject to certain closing conditions, including approval by shareholders

of both companies and regulatory. The transaction is expected to PepsiCo.

A Brief History of PepsiCo

Born in the Carolinas in 1898, Pepsi-cola has a long history. The drink is the invention of Caleb

Bradman (left), a pharmacist and drugstore owner in New Bern, North Carolina.

The summer of 1898, as usual, was hot and humid in New Bern, North Carolina. So a young

pharmacist named Caleb Bradman began experimenting with combinations of spices, juices, and

syrups trying to create a refreshing new drink to serve his customers. He succeeded beyond

expectations because he invented the beverage known around the world as PepsiCo.

Caleb Bradman knew that to keep people returning to his pharmacy, he would have to turn it

into a gathering place. He did so by connecting his own special beverage, a soft turn it into a

gathering place. He did so by concocting his own special beverage, a soft drink. His creation, a

unique mixture of Kola nut extract, vanilla and rerolls, became so popular his customers named

it “Brad’s Drink” Caleb decided to rename it “Pepsi-cola”. And advertised his new soft drink.

People responded and sales of Pepsi-cola started to grow, convincing him that he should form a

company to market the new beverage.

In 1902, he launched the Pepsi-Cola Company in the back room of his pharmacy, and applied

to the U.S Patent Office for a trademark. At first, he mixed the syrup himself and sold it

exclusively through soda fountains. But soon Caleb recognized that a greater opportunity existed

to bottle Pepsi so that people could drink it anywhere.

The business began to grow, and on June 16, 1903, “Pepsi-Cola” was officially registered with

the U.S. Patent office. That year, Caleb sold 7,968 gallons of syrup using the theme line

“Exhilarating, Invigorating, Aids Digestion.”

He also began awarding franchises to bottle Pepsi to independent investors, whose number grew

from just two in 1905, in the cities of Charlotte and Durham, North Carolina to 15 the following

year, and 40 by 1907 by the end of 1910, there were Pepsi-Cola franchises in 24 states Pepsi-

Cola’s first bottling line resulted from some less-than-sophisticated engineering in the back

room of Caleb’s pharmacy.

Growth was phenomenal, and in 1909 Caleb erected a headquarters so spectacular that the town

of New Bern pictured it on a postcard. Famous racing car driver Barney Oldfield endorsed Pepsi

in newspaper ads as “A bully drink… refreshing invigorating, a fine bracer before a race.” The

Previous year, Pepsi had been one of the first companies in the united States to switch from

horse-drawn transport to motor vehicles, and Caleb’s business expertise captured widespread

attention. He was even mentioned as a possible candidate for Governor. A 1913 editorial in the

Greensboro Patriot praised him for his “keen and energetic business sense.”

Only two plants remained open. It wasn’t until a successful candy manufacture, Charles G. Goth,

appeared on the scene that the future of Pepsi-Cola was assured. Guth was president of Loft

Incorporated, a large chain of candy stores and soda fountains along the eastern seaboard. He

saw Pepsi-Cola as an opportunity to discontinue an unsatisfactory business relationship with the

Coca-Cola Company, and at the same time to add an attractive drawing card to Loft’s soda

fountains. He was right. After five owners and 15 unprofitable years, Pepsi-Cola was once again

a thriving nation
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Milestone of Company

 1898 Caleb Bradman a New Bern, North Carolina, pharmacist, renames “Brad’s Drink.” A

carbonated soft drink he created to serve his drugstore’s fountain customers. The new name,

Pepsi-Cola, is derived from two of the principal ingredients, pepsin and Kola nuts. It is f irst

used on August 28.

 1902 Bradman applies to the U.S. Patent Office for a trademark for the Pepsi-Cola name.

 1903 in Keeping with its origin as a pharmacist’s concoction, Bradman advertising praises his

drink as “Exhilarating, invigorating, aids digestion.”

 1905 A new logo appears the first change from the original created in 1898.

 1906 the logo is redesigned and a new slogan added: “The original pure food drink” The

trademark is registered in Canada.

 1907 The Pepsi trademark is registered in Mexico.

 1909 Automobile racing pioneer Barney Oldfield becomes Pepsi’s first celebrity endorser

when he appears in newspaper ads describing Pepsi-Cola as “A bully drink…refreshing,

invigorating, a fine bracer before a race.” The theme “Delicious and Healthful” appears and

will be used intermittently over the next two decades

  1920 Pepsi appeals to consumers with , “Drink Pepsi-Cola. It will satisfy you.”

 1932 The trademark is registered in Argentin.

REVIEW F LITERATURE

Literature Review survey section examines recent of historical significant research study,

company data or industry report that act as in basis for the propose study. Research related

literature and related secondary data from a comprehensive prospective, moving to more study

that a associated with our study.

The literature review help us to understand to need for the proposed word to appraise the short

coming and /or informational gap in secondary data sources. The analyses may go beyond

scrutinizing the availability on conclusion of past studies and their data to examine to the

accuracy of the secondary sources, The credibility of 5these sources and the appropriateness of

earlier studies.

The literature review is basically secondary data that we have gathered from the website of the

Parle-g and Britannia and various other sources. On the basis of secondary data began our

research. The opinion was totally favoring our study.

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CONSUMER RESEARCH IN DIFFERENT DISCIPLINE

 A considerable body of literature exists on consumption, consumer Behavior and

consumer decision making process.

 Most of the consumer research focused on adopter categories, habits, attitudes and

intentions rather than on actually measuring the satisfaction level with the service.

CONSUMER SATISFACTION PROCESS

The paramount goal of marketing is to understand the customer and to influence buying
behavior.

The process can be depicted as follow:

 Need recognition- realization of the difference between the desired and the current
situation that serves as a trigger for entire process.

 Search for information.

 Pre purchase alternative evaluation.

 Consumption (utilization of the procured option)

 Post purchase alternative re-evaluation.

 Divestment (disposal of the unconsumed product and it’s remnan

OBJECTIVES OF THE STUDY

 To analyze the importance of retailers in an organization and how they assist in building

chain of customers for the organizations.

 To identify the retail visibility of PepsiCo in comparison to its competitors. (COKE)

 To study the role of salesman between the company and the retailer.

 To find out the market presence of PepsiCo products in retail outlets of Kanpur.

 To find measures of improving the retail visibility of PepsiCo products.

 To assess the distribution on the basis of number of outlets covered, supply, merchandiser.
 9

RESEARCH PROBLEM

To work on “Customer Satisfaction in PepsiCo products “in Kanpur.

RESEARCH METHODOLOGY

Research is a procedure of logical and systematic application of the fundamentals of

science to the general and overall questions of a study and scientific technique which

provide precise tools, specific procedure and technical rather than philosophical means for

getting and ordering the data prior to their logical analysis and manipulation. Different type

of research designs is available depending upon the nature of research project, availability

of able manpower and circumstances.

Research Design: The research design is the blueprint for the fulfillment

of objectives and answering questions. It is a master plan specifying the method

and procedures for collecting and analyzing needed information.

 10

Data Collection Methods: The source of data includes primary and

secondary data sources.

Primary data: Primary data has been collected directly from sample respondents

through questionnaire and with the help of interview.

Secondary data: I was collected the secondary data from Standard textbooks, Newspapers,

Magazines and Internet sources.

Research Instrument: Research instrument used for the primary data

collection is Questionnaire.

Sample Design: Probability Sampling.

Sampling Technique: Convenience

Sample Size: 100 Respondents

Male: 60 Respondents

Female: 40Respondents

Area of Study: Whole Kanpur (south, east, north, west)

South Kanpur: Barra, Kidwai nagar, kakadev, Pando nagar, naubasta

North Kanpur: Bithur, Indira nagar, harsh nagar, Swarup nagar, Arya nagar, Ashoka nagar

East Kanpur: Chunni Ganj, Civil lines, Defense colony, Ramadevi, shyam nagar
West Kanpur: Kalyanpur, Kalpi road, Panki, Bhauti

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Research Statistical Tool Applied: Percentage Analysis

Proposed Chapters in Report

 Introduction about topic

 Literature Review

 Research Methodology

 Data collection & Analysis

 Finding

Proposed outcome
Since December 31, 2006, total shareholder return of 162% through December31, 2017

Total cash returned to shareholders through dividends and share repurchases of $79.4
billion since the beginning of 2006 through the end of 2017

Dividends per share nearly tripled from $1.16 in 2006 to $3.17 in 2017, a compound
annual growth rate of nearly 10%

Net revenue growth from $35 billion in 2006 to $63.5 billion in 2017, a compound
annual growth rate of 5.5%

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 SUGGESTION

It is well known fact that constraint and suggestion are bound to be present in any study

do this also has some limitations as:

 We considered Kanpur region only because of limited time duration.

 Due to this, the sample size is only 100 which is not very large.

 All the respondents could not fill their questionnaire on their own due to language

problem, time constraints and lack of positive behavior.

 Respondent may give biased answer due to some lack of information about other

brands.

 Findings of the study are based on the assumptions that the respondents have given

correct information.

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 BIBLIOGRAPHY

BOOKS REFFERED:

 Ramaswamy vs. marketing management, Macmillan publications, (2009, 4th edition

)pg. 695-671

Kotler Philip “marketing management “New Delhi”

INTERNET:

 www.google.com

 http:/www.marketingteacher.com/swot/pepsi-swot.html.

 www.pepsicoindia.co.in/home

 http://en.wikipedia.org/wiki/PepsiCo

NEWSPAPER:

 The Hindu

 Dainik jagran

MAZINES:

 Marketing magazine

 Harvard Business Review

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 DATA COLLECTION BY QUESTIONNAIRE

SAMPLE -QUESTIONNAIRE
Name –Shashank Tripathi Guide
Roll No. – 1804670010

Respected Sir/Ma’am,
I am SHASHANK TRIPATHI student of Maharana Pratap Engineering College (046)
Kanpur pursuing MBA-2ND YEAR is undergone a research report on “Customer
Satisfaction In PepsiCo products” there for request you to please fill up the
questionnaire to enable us to complete that above mention the project. Ensure you that
the information provided by you in used for academic research purpose only and
information is never ever disclosed anywhere.
Instructions: please indicate your level of agree with the statements listed below
Required:
*Respondent name: *Address:
*Age: *Occupation:
*Mail ID: *Occupation:
*Gender: *Mobile No:

1. How often you drink PEPSI? (Please tick your answer)

□ Daily
□ At least once in a week
□ once in a month
□ Not very often
□ Only on occasions and functions
□ First time visitor
2.What type of drink your prefer? (Please tick your answer).
□ Energy drink □ Soft drink □ Both

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3. Rank the following factors from 1 to 6 according to your preference for ideal beverages:
(1 being the most important and 6 being the least one)

I. Quality ________

II. Location ________

III. Service ______

IV. Reasonable price ________

V. Infrastructure ________

VI. Ambience ________

4. What features of PEPSI attracts you? (you can tick more than one choice)
i. Quality food □ ii. Price □
iii. Service □ iv. Location □
v. Infrastructure □ vi. Ambience □

vii. Any Other, please specify ________

5. Please tick the statements you consider true in case of this beverages:

i. PEPSI provides quality ________

ii. Prices of items in PEPSI are reasonable. ________

iii. PEPSI has quite a good Ambience. ________

iv. Service provided by PEPSI is decent. ________

v. PEPSI has enough variety ________

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6. To what extent are you satisfied with the following factors of PEPSI?

Not satisfactory satisfactory Good Excellent

Quality food ------ -I------------------------- I ------------ I ----------- I -----

Price -------I--------------------------I--------------I------------I------

Service -------I-------------- ------------I--------- -----I------------I----

Ambience -------I--------------------------I--------------I--------------I-----

Infrastructure --------I--------------------------I--------------I--------------I----

Parking facility --------I--------------------------I--------------I----------

7. Would you drink this Pepsi again?

□ Yes □ No

8. What problems are you facing in PEPSI? (You can tick more than one)

1. Quality ______

2. Service _______

3. Price _______

4. Employee’s behavior _______

5. Parking _______

6. Location _______

7. Any other, please specify __________________________

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9. Please rate your overall experience from PEPSI:

Very bad Bad Average Good Very Good

--------I-----------------I-------------I----------------I----------------I-----------

10. Do your drink Pepsi at the place of water?

□ Yes □ No

11. Your suggestions to increase level of customer’s satisfaction.

________________________________________________________________________

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