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‘Market mapping and urban area survey’ Under Taken At
PepsiCo India Holdings Pvt. Ltd.
Under valued Guidance of
Mr. K.T. Rao (Asst. H.R. Manager) In partial fulfillment of the requirement of MBA.2004-05 Submitted By Amit joshi
INSTITUTE OF MANAGEMENT AND TECHNOLOGY
Table of Contents:
• Acknowledgment • Preface • Company profile • Operation at Bazpur • Total area covered by Pepsi under K.K.Agency. • Survey for Pepsi in comparison to Coca-Cola in Urban and rural highway. • Survey for Pepsi in comparison to Coca-Cola on Route 1,2,3 under K.K. Agency. • Comparison of Pepsi and Coca-Cola • Market mapping for Pepsi in comparison to Coca-Cola • Graphic presentation of Pepsi and Coca-Cola • Brands available in Market • BCG Matrix • SWOT Analysis for Pepsi on Route 1,2,3 • SWOT Analysis for urban area • Recommendations for K.K. Agency • Recommendations. • Bibliography
It is my profound privilege to express my gratitude to management of PepsiCo who accepted me as a summer trainee. Words are short to express my thanks, regards to Mr. Harish Chandra Pant, (Manager, Finance) and K.T. Rao (Assistant Manager, Human Resource) who made this work possible through his inspiring guidance and constructive criticism through out the period of training. Thanks are due to Mr. S.S. Nagar, (H.R. Executive) and my adviser who provided me with all the technical guidance in the completion of the project. I am also thankful to the entire staff of PepsiCo India holdings Pvt. Ltd. (Bazpur Plant) for their full cooperation and support during my training. This project has been made possible through the direct and indirect cooperation of various persons for whom I wish to express my appreciation and gratitude.
In this regard I was given the project of Market Mapping and Conduction of Survey on Pepsi in Urban Area and other respective direction. In this course each student is required to undergo practical Summer Training in an organization of repute.Preface Master of Business Administration (M. During Summer Training students come to learn about the marketing applicable in the real market situation.) is one of the most reputed Professional courses in the field of management. . Ltd.B. students are required to undergo Summer Training for six to eight weeks. which can not be taught in the classroom. This course includes both theory and application as a part of the two year curriculum. Bazpur (Udhamsingh Nagar) Uttaranchal. In this regard I have undergone my Summer Training at PepsiCo India Holdings Pvt. After completion of first year.A. Summer Training is an exercise by means of which students learn a lot of things.
Company Profile .
PepsiCo International and Quaker Foods North America. including Gatorade. The company is also .” SHAREHOLDERS PepsiCo (symbol: PEP) shares are traded principally on the New York Stock Exchange in the United States. PepsiCo Beverages North America. with 2004 revenues of more than $29 billion and 153. in 2001. fairness and integrity. And in everything we do. The company consists of Frito-Lay North America. PepsiCo offers product choices to meet a broad variety of needs and preference -.Company Profile PepsiCo is a world leader in convenient foods and beverages. Many of PepsiCo's brand names are more than 100-years-old. our business partners and the communities in which we operate. 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. PepsiCo brands are available in nearly 200 countries and territories and generate sales at the retail level of about $78 billion.from fun-for-you items to product choices that contribute to healthier lifestyles. we strive for honesty. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company. but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.000 employees.
PEPSICO HEADQUARTERS PepsiCo World Headquarters is located in Purchase. The building occupies 10 acres of a 144-acre complex that includes the Donald M. Chicago.listed on the Amsterdam. we believe that as a corporate citizen. economic -. activities to benefit society. and a commitment to build shareholder value by making PepsiCo a truly sustainable company. we have a responsibility to contribute to the quality of life in our communities.creating a better tomorrow than today. one of America's foremost architects. New York. This philosophy is expressed in our sustainability vision which states: “PepsiCo’s responsibility is to continually improve all aspects of the world in which we operate – environment. CORPORATE CITIZENSHIP At PepsiCo. social. PepsiCo has consistently paid cash dividends since the corporation was founded. Kendall Sculpture Gardens. . approximately 45 minutes from New York City.acclaimed sculpture collection in a garden setting. The seven-building headquarters complex was designed by Edward Durrell Stone.” Our vision is put into action through programs and a focus on environmental stewardship. a world. Swiss and Tokyo stock exchanges.
The gardens originally were designed by the world famous garden planner. and features works by masters such as Auguste Rodin. Arnaldo Pomodoro and Claes Oldenberg. Doritos flavored tortilla chips. Lay started a business distributing potato chips.The collection of works is focused on major twentieth century art. Alexander Calder. Tostitos tortilla chips. Elmer Doolin bought the recipe for an unknown food product – a corn chip – and started an entirely new industry. Lay Company merged in 1961 to become Frito-Lay. Tennessee. Mr. Russell Page. and a visitor's booth is in operation during the spring and summer. Henri Laurens.W. Henry Moore. In San Antonio. and have been extended by François Goffinet. Lay Company. Herman W. Inc. Cheetos cheese . FRITO-LAY NORTH AMERICA PepsiCo's snack food operations had their start in 1932 when two separate events took place. The product was Fritos brand corn chips. Texas. Lay later bought the company that supplied him with product and changed its name to H. That same year in Nashville.W. The Frito Company and H. Major Frito-Lay products include Lay’s potato chips. Alberto Giacometti. The grounds are open to the public. and his firm became the Frito Company.
Fritos corn chips. Munchies snack mix. SoBe. PBNA provides advertising. Tropicana Pure Premium. Tropicana juice drinks. sales and promotional support for its brands. Dole. nuts and crackers. who sell the branded products to independent distributors and retailers. a New Bern. Diet Pepsi. isotonic sports drinks. . PBNA manufactures and sells concentrate for some of these brands to licensed bottlers. Ruffles potato chips. bottled water and enhanced waters.flavored snacks. Lay’s Stax potato crisps. This includes some of the world's best-loved and mostrecognized advertising. Aquafina water. Tropicana Twister and Tropicana Season’s Best. Mug. Frito-Lay North America includes Canada and the United States. Grandma’s cookies. juices and juice drinks. PEPSICO BEVERAGES NORTH AMERICA (PBNA) PepsiCo’s beverage business was founded 1898 by Caleb Bradham. Sun Chips multigrain snacks. Frito-Lay also sells a variety of branded dips. who first formulated Pepsi-Cola. Quaker Fruit & Oatmeal bars. ready-todrink teas and coffee drinks. Sierra Mist. Brand Pepsi is part of a portfolio of beverage brands that includes carbonated soft drinks. Slice. Propel. marketing. Cracker Jack candy coated popcorn and Go Snacks. Rold Gold pretzels. Gatorade. PBNA has well known brand such as Mountain Dew. Today. Quaker Quakes corn and rice snacks. North Carolina druggist.
PepsiCo acquired Tropicana.In 1992 PBNA formed a partnership with Thomas J. Lipton Co. Gatorade is the first isotonic sports drink. Tropicana Pure Premium. "The Gators. PepsiCo Beverages North America includes the United States and Canada. Tropicana was founded in 1947 by Anthony Rossi as a Florida fruit packaging business. consumers could enjoy the fresh taste of pure not-from-concentrate 100% Florida orange juice in a ready-to-serve package. energy drinks. including the Dole juice business. SoBe became a part of PBNA in 2001. Created in 1965 by researchers at the University of Florida for the school's football team. to selling ready-to-drink tea brands in the United States. SoBe manufactures and markets an innovative line of beverages including fruit blends. dairy-based drinks. . exotic teas and other beverages with herbal ingredients. In 1954 Rossi pioneered a pasteurization process for orange juice." Gatorade is now the world's leading sport's drink. A Gatorade thirst quencher sport drink was acquired by The Quaker Oats Company in 1983 and became a part of PepsiCo with the merger in 2001. became the company’s flagship product. Pepsi-Cola also markets Frappuccino ready-to-drink coffee through a partnership with Starbucks. in August 1998. The juice. For the first time.
In Ravenna. In addition to brands marketed in the United States. PepsiCo International brands include Mirinda. Walkers in the United Kingdom. Today. Henry D. Ohio. Often PepsiCo snack food products are known by local names. Simths in Australia. The company markets Frito-Lay brands on a global level. Elma Chips in Brazil. QUAKER FOODS NORTH AMERICA The Quaker Oats Company was formed in 1901 when several American pioneers in oat milling came together to incorporate. and introduces unique products for local tastes. . Today. products are available in nearly 170 countries. and others. opening in the United Kingdom in 1936. Seymour and William Heston had established the Quaker Mill Company. PepsiCo beverages are available in more than 170 countries and territories. Matutano in Spain. PepsiCo began its international snack food operations in 1966. Gatorade and Tropicana. Operations grew rapidly beginning in the 1950s. These names include Gamesa and Sabritas in Mexico. Seven-Up and many local brands.PEPSICO INTERNATIONAL Pepsi-Cola began selling its products outside the United States and Canada in the mid-1930s. Brands include Aquafina.
Ferdinand Schumacher. operated the largest cereal mill of the time. Iowa. rice snacks and fruits and oatmeal bars.Today Quaker brands names are known worldwide. In Cedar Rapids.The figure of a man in Quaker clothes became the first registered trademark for breakfast cereal and remains the hallmark for Quaker Oats today. known as "The Oatmeal King. which is today the leading manufacturer of pancake mixes and syrup. Robert. Its rapidly expanding snack brands include granola bars. George Douglas. Its products still have the eminence of whole some. food for you as envisioned bye the company over a century ago." had founded German Mills American Oatmeal Company in 1856. producers of Rice-A-Roni. In 1986. Combining The Quaker Mill Company with the Stuart and Schumacher businesses brought together the top oats milling expertise in the country as The Quaker Oats Company. . The Quaker Oats Company acquired the Golden Grain Company. and their partner. Gatorade was acquired in 1983. John Stuart and his son. The first major acquisition of the company was Aunt Jemima Mills Company in 1926. PepsiCo merged with The Quaker Oats Company in 2001.
(2) Proven ability to innovate and create differentiated products.PepsiCo’s Sustainable Advantage:Three major sustainable advantages give PepsiCo a competitive edge as we operate in the global marketplace: (1) Big. . and (3) Powerful go-to-market systems. muscular brands.
In essence. the cycle continues. we sustain a value cycle for our shareholders. along with cost-savings projects. Thus. Dollars from that top-line growth are strategically reinvested back into new products and other innovation. . When we take these competitive advantages and invest in them with dollars generated from top-line growth and cost-saving initiatives. This in turn drives top-line growth. investing in innovation fuels the building of our brands.Making it all work are our extraordinarily talented and dedicated people.
Pepsi Cola went bankrupt in 1923. This is where Pepsi was first served. a pharmacist. like many pharmacists at the turn of the century. Charles G. sugar. In 1931. Pepsi Cola was bought by the Loft Candy Company Loft president. Pepsi thus became viewed as the soft drink of the lower classes. In 1940. 1903. by Caleb Bradham and was originally called "Brad's drink". Pepsi was viewed as the drink of blacks and in Canada it was viewed as the drink for francophones. had a soda fountain in his drugstore. After seventeen years of success. It was made of carbonated water. "Nickel Nickel" became a hit record and was recorded into 55 languages. vanilla.History Pepsi was first made in 1898. It first achieved success by selling its drink in recycled beer bottles. Caleb Bradham. The jingle was "Nickel Nickel" an advertisement for Pepsi Cola that referred to the Pepsi price and the quantity for the price. It bought many television ads and began its long . It was renamed Pepsi Cola after the pepsin and cola nuts used in the recipe. In the United States. pepsin and cola nuts. In the 1950s Pepsi poured great resources into trying to improve its image. which allowed it to sell larger bottles for lower cost than Coke. he believed sugar prices would raise but they fell instead. history was made when the first advertising jingle was broadcast nationally. rare oils. Guth reformulated the popular soft drink. Caleb Bradham lost Pepsi Cola after he had gambled on the stock market. where he served his customers refreshing drinks that he created himself. The name was trademarked on June 16.
With the aging of the baby boomer generation. Pepsi however did not see her video for the song until after the campaign began and promptly pulled the Madonna Pepsi commercials due to her use of burning crosses and other controversial images in her video clip. one will have a shrinking base of established consumers of one's product. but was still firmly in second place. Diet Pepsi was introduced. at that time. Pepsi originated the marketing strategy known as "The Pepsi Generation". 1989 Saw the rise of the "Madonna Controversy".the new formula to be called New Coke . in which it directly compared its product to that of Coca-Cola. It worked under the assumption that there are new consumers coming of age every day and if one stops marketing to the newest consumers. showing that people preferred their product over the competitor's (and Coca-Cola's own research showed similar results). young.possibly in response to the Pepsi Challenge. Pepsi reportedly paid Madonna (singer) $5 million for a world-wide promotional campaign tied to her song "Like a Prayer".tradition of employing celebrities to sell its product. This strategy was a constant repetitious advertising of Pepsi aimed at young people. Coca-Cola. In the 1980s. It grew and became a serious rival of the Coca-Cola Corporation. 1998 became a year of introduction for the GenerationNEXT campaign which pitched a futuristic view of the company to youth. was suffering reduced sales. Racer Jeff Gordon was used as a symbol for fast. the advertising of Pepsi changed into the drink that keeps your youth. Pepsi is often the most common drink at sports . Pepsi began a series of advertisements called the "Pepsi Challenge". and powerful. In 1964. In the 1960s. and made a mistake of its own in changing the formula for its product . This period of fierce competition between the two companies became known as the cola wars.
renaming the drink Pepsi Sí. an enzyme produced in the mucosal lining of the stomach that acts to degrade protein. The cola introduced the use of Sunett (Acesulfame potassium) and aspartame to attain one calorie. such as Major League Baseball. Pepsi may have derived its name from pepsin. arenasized concerts. During the fall of 1998.) . Its current (as of 2004) slogan is "Ask for more". The company teamed up with George Lucas's reintroduction of Star Wars to the big screen during the summer of 1999. Edward E. behind Dr Pepper).events. creating an emphasis for a collectible set. first produced by Dr. followed by an ambitious advertising campaign with the main slogan of "just one calorie". Nellie Horton. Beeman. Pepsi has also changed the labels on all Pepsis sold in Texas (where it is the 3rd most popular soft drink. in a move hoping to attract a larger Latino demographic (which largely drinks Coke). as well as large. (Similar inspiration may have led to the naming of Pepsin Gum. whose bookkeeper. Pepsi introduced Pepsi ONE. suggested that he put pepsin into gum "since so many people buy pepsin for digestion and gum for no reason at all". Twentyfour characters from the Star Wars series were introduced as artwork on the cans over the summer. in aims that they might "say yes to Pepsi". This created huge market saturation for awareness of the movie as momentum built up.
nickname. Pepsi eventually became an offensive term. the company also owns and operates 7Up International (but not 7UP in the United States). PepsiCo is a much larger corporation than The Coca-Cola Company. even if Coke still outsells Pepsi in almost all areas of the world. They are both SIC 2080 (Beverage) companies. of La Petite Vie fame) to sell its product. Another region where Pepsi outsells Coke is in central Appalachia in the USA. Quaker Oats. now Yum! Brands. Frito-Lay and Tropicana. for Francophones viewed as a lower class by Anglophones in the middle of the 20th century. Pepsi had long been the drink of Francophones and it continues to hold its dominance by relying on local Québécois celebrities (essentially Claude Meunier. The term is now used as historical reference to French-English animosity. Pizza Hut. It is traded on the New York Stock Exchange under the symbol PEP. Inc One of the only areas of the world where Pepsi outsells Coke is the Canadian province of Quebec. Among them: . trading on the NYSE under the symbol PBG.Company Information: Run by PepsiCo. Gatorade. Spokespersons: As with many soft drinks. and Taco Bell. Until 1997. but these fast-food restaurants were spun off into Tricon Global Restaurants. it also owned Kentucky Fried Chicken. Pepsi has had various celebrity spokespersons throughout its existence. The company it formed for its distribution and bottling business is the Pepsi Bottling Group.
Joan Crawford (advertising executive from 1955 to 1973. her contract was cut) • Michael Jackson (who was badly burned while filming a commercial) • Cindy Crawford (1989 Super Bowl ad) • Britney Spears • Faith Hill • Hallie Kate Eisenberg • Halle Berry • Bob Dole • Damon Wayans • the Real Madrid and Manchester United football clubs • Beyoncé Knowles • Pink • Enrique Iglesias • Avril Lavigne • Nightwish • The Corrs • African Footprint • 311 • Kanye West • Mis-Teeq • Los Lonely Boys • . who in April 1959 was elected to fill the vacancy on the board of directors left by her late husband. Pepsi-Cola president Alfred Steele) • Madonna (for less than two days.
found in Mexico) • Mr. Kendall Soft drinks include: • produced by Pepsi AMP • Aquafina water (including Aquafina Essentials) • Frappuccino • FruitWorks (flavors: Strawberry Melon Peach Papaya Tangerine Citrus Apple Raspberry Pink Lemonade Passion Orange (only available in Hawaii) Guava Berry (only available in Hawaii)) • Lipton Brisk • Lipton Iced Tea • Manzanita Sol (Pepsi International .Former CEOs of Pepsi: • • John Sculley Donald M. Green • Pepsi o Crystal Pepsi (produced during the years 19921993) o Diet Pepsi o Diet Pepsi Vanilla o Pepsi Blue o Pepsi Max o Pepsi ONE o Pepsi Twist o Pepsi Vanilla o Wild Cherry Pepsi o Pepsi EDGE(Half-sugar variant) .
and Live Wire flavors) • Mug Root Beer (including Diet) • Slice • Sierra Mist • SoBe • Mirinda (grape. orange.Mountain Dew (including Diet. Caffeine Free. and grapefruit) • . Code Red.
The Rs. At the same time the threat to Indian Soft Drink market was that of Fruit drinks. in 1978 Parle led the Indian soft drinks market(share 30 %) with its Gold Spot and Limca brands.P. The beginning of 1980 saw the birth of another cold drink ‘Thums UP’ the Gold Spot People launched it in 1978-79 as “refreshing Cola”. In 1978 pure drinks share came down to 21% as a result of growing popularity of Limca and Thums Up. Pepsi share which have been . 1988. in 1988. Goenka Group. In the early years of 1985 the government rejected a proposal with the R. A project approval board was finally set in Feb. PepsiCo would have an equity holding of 39% Punjab Agro Industries Corporation (PAIC)-20% and Voltas 24%. This involved the export of fruit juice concentrates from Punjab in return for the imports or colas concentrates. and the deal offered was 3:1 export import ratio in return for being allowed to market Pepsi in India. fruit drinks market was valued at Rs 40 Cr and was growing at the rate of 40%. 22 Cr PepsiCo Project /Package were the second bid by the US headquartered MNC to enter India. The balance is to be financed privately from loans.Entry of PepsiCo in India It all began in the 1977 a change in the government at the centre led to the exit of Coca-Cola which preferred to quit rather diluting its equity to 40% in compliance with the Foreign Exchange Regulations Act (FERA).
The basic idea behind the rapid growth or this industry is due to the following reason.originally just under 40% was whittled to about 35% and PAIC share was hiked to 40%. Punjab. Uttar Pradesh and south as “Lehar Pepsi”. Thus Pepsi not only accepted the 1977 conditions but also went much further. these were mainly the issue on which Coke had left India. now the Pepsi project had captured the farmer’s imagination. On August 1990 television viewers watched prime time advertisement launching Lehar Pepsi beckoning nearly 100 million viewers to drink the Pepsi. finally there was victory fro Pepsi who after more than 5 years of acrimonious battle was launched in June 1990 selectively in Rajasthan. . Indian version Pepsi-Cola: of International New Pepsi –Cola had arrived in India and was ready to take the war with Thums Up in its Home market Soft Drink Industry is one of the fastest growing industry in India.
• The great corporate war between Coke and Pepsi who have left no stone unturned for monopolizing the Indian soft drink market. . • The basic ideology of these two giants to promote soft drink as a food item in Indian household.
Operation at Bajpur .
.) Ltd. The Plant at Bazpur is one of the sixteen plants that company holds in India beside that of the franchisee in different parts of the country. as the US MNC has raised its stakes of shares in its collaboration with Punjab Agro Industries Corporation (PAIC).PEPSICO Operation at Bazpur Pepsico entered into an agreement with the. The regional headquarters of PepsiCo is at Lucknow with the corporate office of the country at Gurgaon in Haryana. The plant was started by the name of PepsiCo Holdings Pvt.P. the Bottling was started in the year 1998 with the installed capacity of Six Lakhs Bottles per day and 600 Bottles per minutes on bpm. Probationers and confirmed. then Uttar Pradesh Government to install a Bottling Plant at Bazpur a small town in District Nainitaal (now UdhamSingh Nagar) in U. The PepsiCo India Holdings (Pvt.) Ltd plant at Bazpur has a current strength of 152 Employees with Trainees. Ltd but it was later changed to PepsiCo India Holdings (Pvt.( now Uttaranchal) and the construction of plant was completed in 05-May-1997.
S. the Company also maintains a MIS to ensure the better management of its corporate database.) in the Company beside these chief departments. Manufacturing Accounts Human resource Purchase Maintenance Quality Control Shipping Marketing Though there is a vertical flow of communication in the company. Use of Management Information System (M. but the different departments interacts with each other smoothly to ensure the efficient working of the company. .I.Departmentation at PepsiCo (Bazpur plant) The departmentation at PepsiCo can be studied at eight different levels and signifies a vertical flow of communication in the Company. The departmentation in the company is made as follows.
Purchase Plant Manager .Bazpur Operations Team Structure fsdf Shift in fsdf charge A/C. Stores/MIS QA Executive HR Executive Shipping Executive Secy / Admins MFG Manager Maint manager Accontant Quality HR Manager Shipping Cord.
Total Area Covered .
Bhuta. Rampur Garden. Salini. Gootia Coca-Cola 43. Naryawal.36% 69 25 Total outlet on route 1. of Pepsi on route 1.2.3 Total Visi on route 1.Thirya. Pilibhit Bypass. Sofi Tola.3 Total Visi on route 1.3 Total Ice chest of Pepsi 220 katra chand khan. Mera ki Peth. Parthapur. Butlar Plaza. Rohili Tola.2.Total Area Covered Pepsi Total no. Rabri Tola. Bithri Chanpur.2.3 Total Ice chest of Pepsi Pepsi 57. Kakar Tola.3 . Kali Bari. Civil Lines. Shahamt Ganj. Prabha Cinema Road. Anand Ashram. of Coca-Cola on route 1.Kuaddanda.2.Old City. Nakita.2.2.3 = Total area covered on route 1. Kesarpur. Jagatpur.05 % 84 24 Coca-Cola Total no. Undla Jagir. Chuk Mahmood.
Shahjanpur highway . Naryawal gaon. Undla Jagir. Bhutta. Bithri chanpur. of outlets Share of Pepsi No. of Ice Chest Exclusive outlet Area covered City 154 58. Sofi Tola. Jagatpur.425 08 01 09 Pilibhit Bypass. Rampur Garden Pepsi Rural Area 47 48. Chuk Mahmood. Thirya Highway 17 59. Kuaa Danda. rohili Tola.Kankar Tola. Sailani. Haroon Nagla.Particulars Total no. Prabha Cinema Road. Civil Lines. kali Bari. of Visi No. rabri Tola. Chawki Chauraha.Jogi Nawada.57% 65 16 49 Katra Chand Khan. Sindhu Nahar. kesarpur. Butlar Plaza. Nakita.94% 09 07 16 Naryawal. Parthapur.
Haroon Nagla. Bhutta. kali Bari. of outlets Share of Coca-Cola No. Kuaa Danda.42% 51 06 27 Coca-Cola Rural Area 47 51. Shahjanpur highway Katra Chand Khan. Prabha Cinema Road.Kankar Tola.Particulars Total no. Undla Jagir. kesarpur.Jogi Nawada. Jagatpur. Civil Lines. Sailani. Bithri chanpur. Thirya Highway 17 40. rohili Tola. Parthapur. of Visi No. Butlar Plaza.06% 12 17 15 Naryawal. Chuk Mahmood. of Ice Chest Exclusive outlet Area covered City 154 41. Nakita.58% 05 02 03 Pilibhit Bypass. RampurGarde n . Sindhu Nahar. rabri Tola. Naryawal Gaon. Chawki Chauraha. Sofi Tola.
Old City. kakar Tola. Rohili Tola. Shahmat ganj. Rampur Garden. Chuk Mahmood.78% 05 25 Auto Salani. Pilibhit bypass. Civil Lines. Parthapur .Thiry a.1% 03 22 Auto Kali Bari. Gootia Katra Chand Khan. Bithri Chanpur. Prabha Cinema Road Route 3 Amit 26 58. Anand Ashram. Kesarpur. Butlar Plaza.Naryawal. Rabri Tola. Undla Jagir. Bhutta.Nakatia.7% 14 37 Vikram Pepsi Route 2 Ghanshyam 29 57. Jagatpur.Particulars Salesman No of Visi Share of Pepsi Ice Chest of Pepsi Pepsi Exclusive Outlet Vehicle used Area Covered Route 1 Dharamveer 29 54. Sofi Tola. Mera ki Peth. Kuaadanda.
Nakatia. Anand Ashram.Particulars Salesman No of Visi Share of Coca-Cola Ice Chest of Coca-Cola Coca-Cola Exclusive Outlet Vehicle used Area Covered Route 1 27 45. Gootia . Rampur Garden. Bhutta. Rabri Tola. Bithri Chanpur. Undla Jagir. Butlar Plaza. Mera ki Peth. Parthapur Kali Bari. Civil Lines. Kesarpur.Naryawal. Pilibhit bypass.22% 03 14 Katra Chand Khan. Jagatpur.9% 02 12 Route 3 18 41. Kuaadanda. Shahmat ganj. Old City. Chuk Mahmood. Rohili Tola. Sofi Tola. kakar Tola.3% 19 26 Coca-Cola Route 2 24 42. Prabha Cinema Road Salani.Thiry a.
of Visi No.Particulars No.of Ice Chest Exclusive outlet Mode of supply Pepsi 220 57.Auto .of Outlet Total share No. Vikram 2.Auto Comparison Coca-Cola 220 43. Vikram 2.36% 69 25 52 1.05% 84 24 84 1.
Market Mapping .
Brands Available in Market .
Brands Available in Market in different volume 1-200 ml • Slice tetra pack • Mango / Orange/ guava • Leeche 2-250 ml. • Slice • Team soda 3-300 ml. • Pepsi • 7up • Mrinda • Aquafina • Lehar soda 1 Ltr. • Pepsi • Mirinda • 7 up • Pepsi Aha • Lehar Soda 4-500 ml. • Pepsi • Aquafina • Mirinda Orange 1. .5 Ltr.
• Pepsi • Mirinda .• • • • Pepsi Lehar Soda Mirinda 7 up 2 Ltr.
BCG MATRIX .
BCG MATRIX Stars Pepsi Mirinda Orange Slice Mango 7 up Cash Cows Mrinda/Lemon Aquafina Slice/orange Lehar Soda Question Mark Pepsi Aha Slice/ Guava. Leeche. Apple Aquafina Dogs Slice tetra pack Mango Orange Guava .
SWOT Analysis .
Consumer preference is more towards Pepsi. where we are completely lacking. WEAKNESS 1. 2.2. Late Delivery.3 STRENGTH 1. Must listen to the complaints of our permanent customers as well as to those customers who are giving us big sale. 2. No attention on some of the potential customer. Highway is a big potential for our sale as some of the important establishment are there. 3. No counter policy against CocaCola in some rural areas. OPPORTUNITY 1. otherwise threat is of loosing them 3. Late deliveries frustrate customers who may opt for other competitors. No listening of Complaints. Strong image in the city. THREAT 1. City market network is strong. 2. Our rural penetration is weak. 3. We have a big opportunity here. 2.SWOT Analysis Of Route 1. .
Pepsi Chair and Umbrella must provided to potential outlets. • Must cover those rural areas where K. • Any new outlet coming out under Agency route must be immediately captured by agency. Any weakness on part of image.K. • Visi. Demand and supply match each other. Agency approach is weak. • Delivery should be on time. • • Regular Checkout of salesmen. • Listening of complaints should be at once taken into consideration. so every possible keep the image intact. • Schemes made by Pepsi must be provided by Agency at first hand to the retailers.Recommendations • Advertisement through hoardings exclusive outlet of Pepsi should give sound image of the Brand. Agency can give setback to brand step must be taken by Agency to .
• As new restaurants and hotels are coming up in the city Pepsi leadership can dominate easily. they should be motivated and should be provide with incentive for their achievement which will encourage their efforts and share of the brand with increase. no loophole should be there. • Rural market penetration should be more commercial and depicting Pepsi brand should be made on rural areas. on time delivery will boom it further. • More lucrative schemes should be made so that Pepsi may meet the competition. which must continue. Pepsi employees should act like a family. • Pepsi leadership is challenging to its competitor. to keep this going regular customer contact. • • Marketing Strategies should be strong. • There should be no gap of time between demand and supply. providing profitable schemes.• As Pepsi has a strong hold in city. • Complaints of the customers should be immediately taken into consideration which will build the image of the brand. Customer will himself feel responsible for the sale of Pepsi. a loose marketing strategy will loose it network. aggressive advertisement. .
com www.answers.Bibliography • • • www.com www.com .brainyencyclopedia.pepsiworld.
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