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Tuesday, January 26, 2010
PEPSI(MARKET ANALYSES OF PEPSI)
CONTENTS 1. DECLARATION 2. ACKNOWLEDGEMENT 3. PREFACE 4. COMPANY INTRODUCTION 5. COMPETITION OF PEPSI Vs COKE 6. ENTRY OF PEPSICO IN INDIA 7. RESEARCH DESIGN 8. RESEARCH METHODOLOGY 9. OBJECTIVE 10. SURVEY BY ISSUING QUESTIONNAIRE11. SUMMARY AND CONCLUSION 12. SWOTANALYSIS 13. RECOMMENDATION 14. ANNEXURE 15. BIBLIOGRAPHY 16. QUESTIONNAIRE

PREFACE Modern organizations are highly complex and dynamic systems. They operate under very turbulent social economic and political environment. They are required to reconcile several incompatible goals. Conflicting roads and divergent interests. They are also fraught with use risk and uncertainties hence tactful management of such organization to plan execute, guide, coordinate and control the performance people to achieve predetermine goal. Management has to keep the organization vibrant moving and in equilibrium it has to achieve goals which themselves are changing it is therefore a problem highly complex and ticklish. To tackle these problems, information plays an important role. Marketing research is the appropriate tool to get

most useful information about the market. This information will asset to acquire and analysis information and to make suggestions to management as to how marketing problems should be solved. The marketing research is the process which links to manufactures, dealers and individuals through information an important part of curriculum of MBA programe is the project taken by student in any business organization. After completion of IInd semester of the programme. The objective of this project is to enable the student to understand the application of academies in the real business life. I am fully confident that this project will be extremely useful for the management. COMPANY INTRODUCTION PepsiCo is a world leader in convenient foods and beverages, with 2005 revenues of more than $32 billion and more than 157,000 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 $85 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-foryou 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 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 HEADQUARTERS PepsiCo World Headquarters is located in Purchase, New York, approximately 45 minutes from

and features works by masters such as Auguste Rodin. Fruit works and all Sport. Mountain Dew. Key international markets include Argentina. today Lipton is the biggest selling ready-to drink tea brand in the United States. Peps-Cola also offers a variety of non-carbonated beverages. China. Sierra Mist and Mug Brands. a consumer market totaling about #60 billion. The products was Fritos brand corn chips. and his firm . So be manufactures and markets an innovative line to beverages including fruit blends. Pepsi-Cola also markets Frappuccino readyto drink coffee through a partnership with Starbucks. Pepsi-Cola soft drink operations include the business of Seven-Up International. who first formulated Pepsi – Cola. The company manufactures and sells soft drink concentrate to Pepsi-Cola bottlers. The seven building headquarters complex was designed by Edward Durrell Stone. one of America’s foremost architects. Brand Pepsi and other Pepsi-Cola products – including Diet Pepsi. This advertising. Henry Moore. Lipton Co. North Carolina druggist. Pepsi-Co Beverages International also produces. sells and distributes Gatorade sports drinks as well as Tropicana and other juices internationally. Philippines. Spain. Outside the united states. Russelll Page. including Aquafina bottled water. Alberto Giacometti. The building occupies 10 acres of a 144 – acre complex that includes the Donate M. Pepsi-Cola beverages are available in about 160 countries and territories. Pepsi-One. sales and promotional support to Pepsi-Cola bottlers and food service customers. major products include Mirinda and Pepsi-Cola North America includes the United States and Canada. The gardens were originally designed by the world famous garden planner. The grounds are open to the public. a world acclaimed sculpture collection in a garden setting. Henri Laurens.New York City. The company also provides fountain beverage products. Kendall Sculpture Gardens. PepsiCo’s beverage business was founded at the turn of the century by Caleb Bradham. Mexico. dairy-based drinks. Alexander Calder. energy drinks. Arnaldo Pomodoro and Class Olden berg. marketing. Brazil.account for nearly onethird of total soft drink sales in the United States. Thailand and the United Kingdom. In addition to brands marketed in the United States. The collection of works is focused on major twentieth century art. a New Bern. Pepsi-Cola provides advertising. In San Antonio. Today consumers spend about $33 billion on Pepsi-Cola beverages. Elmer Doolin bought the recipe for an unknown food product – a corn chip – and started an entirely new industry. New advertising and exciting promotions keep Pepsi-Cola brands young. Slice. Texas. and have been extended by Francois Goffinet. Pepsi-Co’s snack food operations had their start in 1932 when two separate events took place. Pepsi-Cola began selling its products internationally in 1934 with its operations in Canada. India. In 1992 Pepsi-Cola formed a partnership with Tomas J. Operations grew rapidly beginning in the 1950s. In 2001 so be became a part of Pepsi-Cola. exotic teas and other beverages with herbal ingredients. and a visitor’s booth is in operation during the spring and summer. Saudi Arabia.

PepsiCo acquired Tropicana. Gatorade is the first isotonic sports drink. accounting for more than one quarter of international retell snack chip sales. Today. Gatorade sports drinks was acquired by the Quaker Oats Company in 1983 and become a part of PepsiCo with the merger in 2001. GATORADE & TROPICANA Tropicana was founded in 1947 by Anthony Rossi as a Florida fruit packaging business. Today. Tropicana Pure Premium is the third largest brand of all food products sold in grocery stores in the United States. Looza and Copella. Lay later bought the company that supplied him with product and changed its name to H. Ohio. consumers could enjoy the fresh taste of not-from-concentrate 100% Florida orange juice in a ready0to serve package the juice. “The Gators. QUAKER FOODS The Quaker Oats company was formed in 1901 when several American pioneers in oat milling came together to incorporate. Flma Chips in Brazil.S. Tostitos tortilla chips. South Africa the United Kingdom and Spain. including the Dole juice business. in 1978. Lay Company. Tropicana Season’s Best. in Ravenna. Mexico the Netherlands. For the first time. became the company’s flagship product. Walkers in the United Kingdom and others. Seagram purchased Dole global juice business in 1995. The Frito Company and H. Herman W. Seymour and William Heston had . Tropicana Pure Premium. Lay started his own business distributing potato chips.W. In 1954 Rossi pioneered a pasteurization process for orange juice. Principal brands in North America are Tropicana Pure premium. Tennessee. Florida. Frito-Lay also sells a variety of snack dips and cookies. acquired by Kohlberg Kravis & Roberts in 1986 and sold to the seagram Company Ltd. was purchases by Beatrice Foods Co. These names include Matutana in Spain. In 1957 the name of the company was changed to Tropicana Products. created in 1965 by researchers at the University of Florida for the school’s football team. Often Frito-Lay products are known by local names. PepsiCo began its international snack food operations in 1966. registering Tropicana as a trademark. Lay’s and Doritos brands snack chips. nuts and crackers. Frito-Lay brands account more than half of the U. Frito-Lay international markets include Australia Brazil. Mr.” Gatorade is now the world’s leading sport’s drink. Major Frito-Lay products include Ruffles. The company markets Frito-Lay brands on a global level. The company went public in 1957. snack chip industry. The company entered the concentrate orange juice business in 1949. Santitas tortilla chips. Sabritas and Gamesa in Mexico. Dole Juices and Tropicana Twister. That same year in Nashville. in 1988. principal brands include Tropicana Pure Premium and Dole juices along with Frui’Vita. Other major brands include Cheetos cheese flavored snacks. in August 1998. Rold Gold pretzels and Sun Chips multigrain snacks. Today the Tropicana brand is available in 63 countries. Lay Company merged in 1961 to become Frito-Lay. Internationally. Products are available in some 120 countries.became the Frito Company. and introduces unique products for local tastes. with operations in more than 40 countries. headquartered in Bradenton.W. Inc. Henry D. it is the leading multinational snack chip company.

the Quaker Oats Company acquired the Golden Grain Company. Invigorating. in Cedar Rapids. Better Taste 1947 It's a Great American Custom 1949 Why Take Less When Pepsi's Best? 1950 More Bounce to the Ounce 1954 The Light Refreshment Refreshing Without Filling . lowa. Delicious 1933 It's the Best Cola Drink 1934 Double Size Refreshing and Healthful 1938 Join the Swing to Pepsi 1939 Twice as Much for a Nickel 1943 Bigger Drink. Its products still have the eminence of wholesome. PepsiCo merged with the Quaker Oats Company in 2001. the figures of a man in Quaker clothes became the first registered trademark for breakfast cereal and remains the hallmark for Quaker Oats today.established the Quaker Mill Company and registered the now famous trademark. 1898 Brad's Drink 1903 Exhilarating. Aids Digestion 1906 Original Pure Food Drink 1908 Delicious and Healthful 1915 For All Thirsts .” had founded German Mills American Oatmeal Company in 1856. Slogans and Logos Click on thumbnail to see larger picture. Robert. producers of Rice-ARoni.It makes you Scintillate 1920 Drink Pepsi:Cola . known as “The Oatmeal King.It Will Satisfy You 1928 Peps You Up! 1929 Here's Health! 1932 Sparkling.Pepsi:Cola 1919 Pepsi:Cola . integrity and strength. The first major acquisition of the company was Aunt Jemina Mills Company in 1926. which is today the leading manufacturer of pancake mixes and syrup. as envisioned by the company over a century ago. Ferdinand Schumacher. and their partner. good-for-you food. Seymour wanted his product to be symbol of honesty. In 1986. operated the largest cereal mill of the time. George Douglas. John Stuart and son. 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.

Pepsi Pours It On. . Both have been selling thirst quenchers for 100 years that are now global brands. Pepsi’s main competitor is Coca-Cola co. Their bottles move through the world’s most pervasive distribution network. Pepsi's Got a Lot to Give 1973 Join the Pepsi People Feelin' Free 1976 Have a Pepsi Day! 1979 Catch That Pepsi Spirit Take the Pepsi Challenge 1981 Pepsi's Got Your Taste for Life 1983 Pepsi Now! 1984 The Choice of a New Generation 1987 America's Choice 1989 A Generation Ahead 1992 Gotta Have It 1993 Be Young. Have a Pepsi 1961 Now It's Pepsi for Those Who Think Young 1963 Come Alive! You're in the Pepsi Generation 1967 Taste that Beats the Others Cold.1958 Be Sociable. Have Fun. 1969 You've Got a Lot to Live. Drink Pepsi 1995 Nothing Else is a Pepsi 1997 Generation Next 1998 Same Great Taste 1999 The Joy of Cola 2000 The Joy of Pepsi COMPETITION OF PEPSI VS COKE COMPETITON (Real war between Pepsi & coke) Every food companies have their competition.

Just that the two cola giants have been in an unseemly hurry to grow the Indian market and. spent.Coke is mainly a franchise driven operation with a company supplying its soft drink concentrate to its soft bottles around the world Coke management releases that a soft drink is a convenience as well –as an – impulse product. It also gives then flexibility to offer price on brand others then lead once. Pepsi has so far made in roads in 151countries (150 before India) including the much-publicized ventures in the soviet Union and China. Another option for building capacity is to bringing in bottlers from overseas to invent jointly in fresh capacity. They came. This ensuring maximum control. This enhances the ability to leverage self-space at the retail outlet. Pepsi followed suit by striking a deal with Bharat Petroleum. 800 Crore. According the – company’s expertise lies in consumers marketing. Coke has launched MAJA pineapple and MAJA orange. It is also considering a 35 Greenfield venture to set-up a model plant in westerns corridor most likely in Gujarat. the company had to reintroduce the original coke classic. improved its position from 34 in 1986 Coca Cola tumbled to 38 after missive public out cry. Coke tied up with Indian oil to set up dispensing units at petrol pumps. which have an 80% . while Pepsi Co.’s long suit. Their accumulated losses are estimated to over Rs. birth are yet to turn a profit. Pepsi has mainly focused a brand Pepsi. In a bid to comer a larger market share. The fountain initiative has paid off in higher of countrywide and they offer consumers a whole new way experience soft drinks. Company system and franchisee system can now be properly aligned to meet the required objectives. The battle spilled into almost every area of operations in early 1999.S. irrespective of whether it makes economics sense. that discounts were also unleashed. The size of their combined business adds up to more than Rs. at the same time deny each other any advantages. but break-even is still elusive. In the mid 90’s breakeven was pegged at 40 million cases. The franchise now sees the company not just as advisor but also as carrying the weight of experience. Idea is to reduce the effect span as Also coke will be experimenting with mobile dispensing units at beaches and stadiums going out towards consumers the much as possible. At the base of every beverage business lies the all important secret formula of success the “Concentrate”. This comes about because volumes of LIMCA have increased by 20% shares. either Pepsi or Coke ends up raising the stakes to a point where the math simply doesn’t add up. Coke continues to stay with its multi brand strategy. As far as new product launched is concerned coke plans a dual brand approach by bringing in FANTA lemon. In India the concentrate is prepared by Pepsi food limited representatives of Pepsi-Cola international. Yet almost 10 year after Pepsi Coca-cola Company entered India. Cokes infrastructure plan include setting up new subsidiaries. The equity investment put in it tots up to a humungous $ 1347 million (Rs. 5700 crore). In 1987. By 1994 Pepsi’s has bought over five bottles in the key markets. Pepsi’s decision to take in company owned bottling operation (COBO) alongside franchise has proved to be winning edge over its competitor. and conquered. Their strategy has been to keep pace with the market growth rate in non-Colas but to emerge as the definite cola they have put there might behind the brand Pepsi as the flagship brand. the Cola majors began to . On expanding reach and availability 80% of all cold drinks are consumed at the point of purchase (POP) rather than at home.share of the cloudy lemon segment—So this dual brand approach will extend to that flavors too. If the industry norm was around three to four bottles free with every case. Today. Patience in Pepsi Co. invariably. 5500 Crore. This will have 4 product lines with a capacity of 600 bottles per minutes with a build in flexibility to about top different and flavors and sizes. Coca Cola was way down at 54. both players together do 150 million cases. The company wants to go a stem further and set-up COCA-COLA institute a training facility for bottlers. Also expanding teach and availability. Pepsi ranked 29 in the fortune list of the 500 largest industrial corporation in the U.

the first sings of problems surfaced. In many cases the owner would play one against the other and drive a hard bargain. The beginning of 1980’s saw the birth of another cola drink “Thums Up” the Gold Spot people launched it in 1978-79 as “Refreshing Cola”. In 1987 pure drinks share came down to21% as a result of growing popularity of Limca and Thums Up. In a state like Tamil Nadu the off take per 1000 people was barely 0. Punjab Agro Industries Corporation (PAIC) 20% and Voltas 24%. which cuts across-age groups. Back-of-the envelop calculations suggested that to put an additional million bottles in the market required close to Rs. But that would have been completely out or character for the company. Paid close to Rs. during which time depreciation had been charged. In early 1985. Aluminum cans too suffered from the same problem. outselling both coke and Thums up put together. Both cola warriors targeted a clutch of key accounts about 67% of the total retail base. At the same time the threat to the Indian soft drinks market was that of fruit drinks. In may cases the cola companies. Aluminum cans too suffered from the same problem effective. .S. Pepsi Co would have an equity holding of 39%. fruit drinks market was valued at Rs. In 2000 particularly in the month coke went berserk. As soon as they pushed into the winter land. But in India it finds itself in a peculiar position. The deal offered was 3:1 export-import ratio in return for being allowed to market Pepsi in India. The gross margins –o~ a case of returnable glass bottles was just Rs. in 1978 Parle led the Indian soft drinks market (share33%) with its Gold Spot and Limca brands.P Goenka Group. “it is a bit like asking the Brazilian Soccer team to adopt German-Style total football”.offer six to seven bottles. So it Coke is the universal drink.9 as a result. both companies had to invest in fresh glass capacity and crates. Pepsi has managed to constantly find ways to connect with the youth. ENTRY OF PEPSICO IN INDIA In 1977. The Rs. 40. either consumption was low or the volumes were being split between the volumes were being spilt between the two competitors as a market. That’s helped Pepsi’s Indian team to build quite a reputation. 40 crore investment in glass and carats. primarily restaurants. The bad to be financed privately from loans. In India. Till the cola companies began to concentrate on the urban centers. a single-serve P & T bottles was simply not cost effective. 100 per case of expected off take as advance to secure a monopoly over the key account. It is the Numero Uno brand. project approval board was finally set in February 1988. 40 crores and was growing at the rate 0/20%. Pepsi is the icon of the real cola quaffers Young-people between the ages of15-29. A. when a Pepsi or a coke truck went into interior markets. giving 500/0 discounts. the glass simply wouldn’t come black fast. a change in the government at the center led to the exit of coca-cola which preferred to quit rather to dilute its equity to 40% in compliance with the Foreign Exchange Regulations Act (FERA). In 1988. Across global market Pepsi has always reveled in grabbing share away from coke. This involved the export of fruit juice concentrated from Punjab in return for the import of Cola-Concentrates. Now every year. the government rejected a proposal with the R.22 crores Pepsi Co project/package was the second bed by the U. movie halls and hotels. and glass bottles had to be replaced every four year after they had done 40 cycles. headquarters MNC to inter India.

1position in India. It generates annual sales of approximately Rs. Pepsi took complete control f its operations. “Outside North America two of our largest and fastest growing businesses are in India and China.2. With the introduction of the labialisation policies since 1991. 50 crore). saw a major launch of 7Up and Mirinda in India. 300crore) and a presence in the nascent juice market with Tropicana (sales. Rs. reputed business house with over a .” (PepsiCo’s annual report. Jaipuria Group is a Rs. Thus Pepsi not only accepted the conditions but also went much further. In 1996 Mirinda attained no. Lever Ltd. The group boasts of its several world-class business arenas like those of Textiles. Bottling. (HLL) During these years the beverages business has grown rapidly from 3 million cases to 60 million cases and is paced for annually through 7. information technology. PepsiCo intends to expand its operations and is planning an investment of approximately US$ 150 million in the next two-three years. which include more than of the world’s population. India is a key market for PepsiCo and at the same time the company has added value to Indian agriculture and industry. Now the victory for Pepsi who after more than 5 years of acrimonious battle was launched in June 1990 selectively in Rajasthan. Introduction With a legacy of decades in the industrial arena. which was warmly received by Indian customers & consumers. 1 position in orange beverages category. One of♣ PepsiCo’s key strategies was to develop a completely local management team.50. PepsiCo entered India in 1989 and is concentrating in three focus areas. Suman Sinha the current President took over from him after a long inning with Hindustan. May 1998 saw major launch of Mirinda lemon in India around 70% of the total sales came from established markets of North America. Education. In 1991. Uttar Pradesh and South as “SAHAR-PEPSI”.Pepsi’s shares which have been originally just under 40% was whittled to about 35% and PAIC’S share was hiked to 40% these were mainly the issue in which COKE had left India in 1977. The company has set up 8 Greenfield sites in backward regions of different states. The Jaipuria Group of Companies now stands at the one thousand five hundred Crore mark. Faced with the existing policy framework at the time.& lemon) Mr. Punjab.♣ the company entered the India market through a joint venture with Voltas and Punjab Agro Industries. Mr. PEPSICO INDIA Pepsi is one of the most well known♣ brands in the world today available in over 160 countries. 1993 was new beginning for fountain Pepsi (PMX). 1999) This reflects that India holds a central position in♣ pepsi’s corporate strategy. Ramesh Vengal was the first Managing Director who was here till April 1992. Pepsi has 19 company owned factories while their Indian bottling partners own 21. 500 Crores (which includes exports of Rs. The company has an extremely positive outlook for India. Pepsi achieved the no. Pepsi has major branch namely: Pepsi: Diet-Pepsi. The government has approved more than Us$ 400 million worth of investments of which over US$ 330 million have already flown in. 1500 Crore.000 retail outlet across the country. Mountain Dew 7-UP: Slice and Miranda (orange. family controlled. apart from numerous other business segments.Soft drink concentrate snack foods and vegetable and food processing. food chain and Retailing.

Bhopal 15. Indore 14. Chennai 5. Kolkata 4. PepsiCo’s success is the result of superior products. Patna 12. Gatorade/Tropicana North America and Frito-Lay international. PepsiCo is a world leader in convenient foods and beverages. Since its foray into this field the Group has bottled almost all the major soft drink brands that existed in India like Coca Cola. Today the Jaipuria Group commands almost 60% of the Pepsi business in India. Noida 22. Guwahati 8. Jamshedpur 21. Chandigarh 9. Limca and Pepsi etc. 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.000 employees. New Delhi 2. Cuttack Jaipuria With Pepsi The Jaipuria Group. manufacturer and marketer of ready-to-eat cereals and other food products. The following are the major areas of operations of the Jaipuria Group: • Food and Beverages • Textiles • Information Technology • Real Estate • Education Presence of Jaipuria Group in India: Offices & Plants: 1. textiles and real estate development with varied interests in a wide range of products and services. Thumsup. The group as on today can boast of expertise and leadership in the fields of food and beverages. Lucknow 10.century of operations in diversified fields. Agra 7. RK Jaipuria and CK Jaipuria has today become one of the leading business houses of the country. in 2001. Udaipur 18. . PepsiCo brands are available in nearly 200 countries and territories. The Jaipuria Group under the leadership of the three brothers SK Jaipuria. The Group has major presence in most part of the country. Vishakhapattanam 17. Jaipur 13. Gwalior 16. The company consists of the snack businesses of Frito-Lay North America. With an impressive turnover and plants equipped with the latest technology the Jaipuria Group can boast of being the biggest name in the country when it comes to soft drink manufacturing. with revenues of about $25 billion and over 142. since 1975 has been a renowned and reputed name in the field of soft drink bottling. high standards of performance. the beverage businesses of Pepsi-Cola and PepsiCo Beverages International and Quaker Foods North America. Mumbai 3. Varanasi 11. Many of PepsiCo’s brand names are Voer 100-years-old. Dharwad 20. Goa 19. with its 22 fully operational plants running successfully across the country. but the corporation is relatively young. distinctive competitive strategies and the high integrity of our people. Hyderabad 6.

To select the localities a map of Aligarh was used. V. designed by company. E-Mail 3.Secondary Data Secondary data consists of information that already exists some where and may have collected for a different purpose. They are as follows: a) The observation method b) The experimental method c) The survey method inclusive of panel method. non responses are low.RESEARCH DESIGN The research process designed was conclusive and statistical in nature. it provide a starting point.which include various categories of retailers. Personal Interview . Data collection sources I – Primary sources • Observation – non observation and direct • Survey. spontaneous reaction which are realistic. more informative. The date obtained from each locality was tabulated and the results were obtained in from of percentages. RESEARCH METHODOLOGY Under Research Methodology there are three types of methods for marketing research. This technique is preferred as it is economical.Observation The observation was done by the following meted • Keeping the markets in view • Keeping the customers and consumers in view • Interacting with various group of retailers and consumers III.Survey Various retailers and consumer with the help of questionnaire IV. The survey method information is gathered directly from individuals I three ways: 1.Personal interviews This method of date collection involves the interviewers asking question in a face to face con tact situation there in direct personal investigation and the interview inn properly structured as it involves the use of set of predetermined questions which are asked in the form and order predecided. • Personal interview II. By observing the person the analysis makes the inventory as to product used by him at his home or kept as retailers stocks. No talks take place. Lots of supplementary information comes up. In observation method data are collected on the direct observation. The list of retailers was obtained from company officials. In experimental method it is based on the concept that small-scale experiment is useful to indicate the expectations of large-scale experiment. Which would enable the company to take rational decision? This is because the sample size taken was large and the techniques adopted were for mass data. Telephone 2.

The survey method by route ride I usually went with Pepsi van also with salesman. In this method the direct interaction of occurred with the retailers and I could collect the reliable information from them it has also cost disadvantage that’s why some were difficult to covered.The survey method is also mentioned as the “Questionnaire Technique” they are also segregated by: 1) In factual survey 2) Opinion survey 3) Interpretative survey For my project point of view.¬ To find the reason behind dissatisfaction if any. In addition to the personal interview by questionnaire technique. the method mainly used are: 1) Survey by route ride 2) Personal interview by questionnaire technique. In this survey method I saw that the respondent was shown the exhibit and advertisement to give his personal opinion and attitude. 2. This survey method helps me a lot to understand about the distribution system and to understand the problem of retailers and other people. OBJECTIVE Objective To measure the satisfaction and dissatisfaction level of Pepsi’s customers.¬ .¬ Remedies to clear the dissatisfaction. 1.¬ SWOT Analysis. I met the retailers from outlets to outlets.

Company Issues 5. Our evaluation system was based on the four factors: 1. Suggestions Costumer Survey Who are the customers? Here the costumer is categorized on those who finally sell’s the companies product to the consumers. Topography 2. The are: 1) Hyper market 2) Super market 3) Convenience and gas 4) Category A self service grocer 5) Cinema –single screen 6) Cinema – multiplex 7) Food service –QSR 8) Food service –food court 9) Food service – food dine/pubs/bars 10) Institution –education 11) Institution –office 12) Institute others 13) Transport railways 14) Transport –bus stand . 4. Companies customer are categorized in various sub channels . Survey by issuing questionnaire to the customer. Costumer survey through EDS(Every Dealer Survey) 3. Limitations 6.Market Evaluation System It literally means that we evaluate the Market by various means from time to time.

Here Signage refers to visibility of brand names and different flavours in the outlet. The assessment is done in following ways: The format of EDS is given as under: Outlet Name: . Contact person: .Address of outlet.Is the category of the outlet. Contact no:. Through the EDS the signage of the competitor is also concluded.15) Transport –airport & airline 16) Leisure –amusement park 17) Leisure –clubs 18) Eatery 19) Convenience 20) Grocery – A category 21) Grocery –rest Literally we can say above are the places where companies distribution channel are putting there efforts to place their product. This survey is done every year by the company so that complete awareness about the retailers and there attachment with he company is observed.To whom the surveyor contacts. SIGNAGE One of the important topic covered under the EDS is signage. Similarly it was also noticed that company needs to put some more effort regarding signage in the week routes.Is the contact number of the outlet. Channel : . »From the survey it was observed that the routes or outlets where there is good signage the sale of product is also up to mark. Every Dealer Survey(EDS) The Every Dealer Survey commonly known as EDS is made every year by the company. Chilling equipments . There are various ways through which the brand names and different flavours are made visible to the consumers. They are: Dealer boards Glow sign boards Shop painting Counter rack Floor rack One of the important philosophy company follows is: “JO DIKHTA WO BIKTA HAI” means the thing which is visible in any outlet. Address: . The data of EDS helps in knowing the company’s position among the competitors as well as the competitors position. consumer demands for it.Is the name of the outlet. And this philosophy of company is very much true.

CCI code – Provided by the competitor just as PBI Code.Under this category the chilling equipment of PEPSI and its competetor is estimated . The distribution system of Pepsi should be given credit for the above reason. Following are the questions and there evaluation according to the sample answer: 1) Which brand u purchase the most? When it was asked about the brand preference from the customer the answer varied from one route to another. These initiatives are (display. Where as when it was asked in the routes which company considers it as its week routes there was marginal difference in the in the figures generated in comparison to strong routes. The brand preference of customer in the week route is : PEPSI 39% COKE 61% 2)Is there Regular Supply of PEPSI:A) Yes b) No When asked about the regular supply of PEPSI the response was very good the sales man visited almost every day. Other initiative The other initiative are those initiative which supports the signage and makes a perception on the mind of a consumer.route no-7 etc. PBI OYC & CCI OYC – The equipments provided by Pepsi and its competitor respectively on the payment and the mode of payment is draft. About 57% of costumer prefer Pepsi and the remaining 33% goes in the hand of the competitors. which are considered the best route of Aligarh the figures are impressive. In routes like route no-5. Outlet own – Chilling machine owned by the outlet. combo. A Brief Summary Of Direct Interviews A survey was conducted in which 10 best samples were collected from all the routes which also include distributors and dealers. And sales man as a driver drives to their respective routes.6. There are different kind vehicle which the company uses depending upon the route. .There are series of chilling equipment of Pepsi and its competitor.route no. PHHP 2. HAD etc). They are namely PBI code – Chilling machine provided by the company free of cost to the retailers having goodwill in the soft drink market. FNF. The common initiatives are 1.

3)Does PEPSI salesman behave properly…………………………………… (stretch on interpersonal relationship) Since the satisfaction level of customer is measured. About 60% said YES About 15% said NO And about 25% said CAN’T SAY This is one of the important finding surveyed in different routes. And some serious decision is to be taken for the cause of “no” and “can’t say”. So talking about interpersonal relationship with the costumer it is quite satisfactory but some reasons are there which do not supports the satisfaction of the customer that is the routes for a sales man is never permanent so the sales man faces difficulty in establishing good relation with the customers. Scheme provided by the sales man:- . One of the suggestions which is to be given for the cause is the scheme should be known to the customer and the sales man should carry some proof regarding the schemes announced by the company. 4)Does salesmen provide you with right scheme given by the Company……………………………………………………… When the above question was asked the reply of the costumer was satisfactory. so the behavior of sale personnel is one of the important things to be measured in this context.

6) Are u satisfied by the packaging of the Pepsi product …………………… When asked about the packaging of Pepsi majority of answers was positive. Pepsi personnel rectifies a. About 20% said NO. Within a week c. 90% said that they were satisfied by the packaging of Pepsi products. Within day b. (They exactly don’t remember). And 10% said can’t say. About 70% said they get the awareness. . and 4% were not satisfied by the packaging of tetra and pet pack of slice. 5% says within a day. 7) Do your salesman aware you of the display and the seasonal schemes by PEPSI…………………….5) If in problem. Never When asked about problem rectification 65% says (b) 20% says ( c ) 10% says that there problem is never rectified. and again this is a serious problem which is to be considered. 6% wanted change in the shape and size of c/s. Within a month d.

Rest 25% said yes. This question resulted in one of the important finding…. 8% had other reasons. b) related to consumer…… The answer of promotional scheme of consumer was moving around “stress in advertisement and scratch coupons” But some answers were related to the price of soft drink that is “price should be decreased”. The main reason behind this is delay in the gifts given to the customers.. About 75 % were not satisfied with the display and the seasonal scheme…. .8)Are u satisfied with the display and the seasonal scheame……. 9) Which promotional scheme you do you prefer: a) related to outlet……… About 55% had given stretch on good signage About 30% preferred daily scheme. About 7% prefere discount.

convenience shop. Status:.is the address of the shop.grocery shop.They faced hesitation on ranking the two soft drink rivals but ultimately since the answer was to be given by the customers so they answered: they ranked : RANK 1 to PEPSI RANK 2 to COKE Survey by issuing questionnaire Through questionnaire survey was conducted in which samples were collected form all the routes which also include distributors and dealers. etery shops etc. Channel:-it is the category of the shops for example.This is to know the status of the shop that whether it only sales Pepsi or it only sale Coke or mix. They are namely PBI code – Chilling machine provided by the company free of cost to the retailers having goodwill in the soft drink market. Contact no:-is the contact no of the shop.There are series of chilling equipment of Pepsi and its competitor.Under this category the chilling equipment of PEPSI and its competetor is estimated . Equipment:.10) Rank PEPSI and COKE with respect to your satisfaction level This was one of the toughest question for the customers . Address:. Outlet name:. In our survey we find that mostly shops comes under the mix status And there are only few shops who sales only Pepsi or Coke. .this is the name of the shop. Owner name:.is the name of the owner of the shop.

Through the EDS the signage of the competitor is also concluded. Program enrollment of Pepsi? At present Pepsi has two sales promotion schemes first one is Food And Fizz and second one is PHHP. Here Signage refers to visibility of brand names and different flavours in the outlet. There are various ways through which the brand names and different flavours are made visible to the consumers. according to the shopkeeper? It is to know age wise flavour liking of the peoples of different areas. Similarly it was also noticed that company needs to put some more effort regarding signage in the week routes. This is done for both Pepsi and Coke so that the top three brands of both the competitors can be estimated according to our survey the top three products of Pepsi are i) Pepsi ii)Slice and iii)Mirinda orange and in Coke i)Thumps UP ii)Limca and iii)Maaza How do you rate both the company’s on a scale of 0-10 for the parameters:a)Stock delivery b)On emergency order c)On equipment maintenance:d)On availability of all packs and flavours:this question helps us to know the service quality of both the companies.One of the important topic covered under the EDS is signage. »From the survey it was observed that the routes or outlets where there is good signage the sale of product is also up to mark. Which is the preferred pack on spot consumption at your shop? Where there is a small market the consumption of the 200ml is more and in big markets or big outlets the consumption of 300ml is more.CCI code – Provided by the competitor just as PBI Code. They are: Dealer boards Glow sign boards Shop painting Counter rack Floor rack One of the important philosophy company follows is: “JO DIKHTA WO BIKTA HAI” means the thing which is visible in any outlet. How much stock do you have in hand? . consumer demands for it. Age wise liking of the flavours. Outlet own – Chilling machine owned by the outlet. This is done for both Pepsi and its competitor so that the current fulls availability can be estimated. PBI OYC & CCI OYC – The equipments provided by Pepsi and its competitor respectively on the payment and the mode of payment is draft. . Which are the top three products according to the shopkeeper? . Signage:. And this philosophy of company is very much true.

this may be one of the reason of decrease in the sale. Any suggestions:Some common suggestions are: 1) Scheme should be clear to costumers. SWOT ANALYSIS STRENGTH: 1) Good market penetration. 6) Due to the shortage of Pepsi product in the market in this season Pepsi could not reach to that mark where it can reach. 2) There should be uniformity in the schemes. 2) Even key outlets are very unsatisfied with the signage efforts put on by company even all Pepsi exclusives are not having signage. 2) Motivated channel partner. 5) Most of the cooling equipment are not working properly. Summary and conclusion: Observation :1) Route vehicles are regular in almost all routes but they reaches to their destination late. 3) Complains handling was not proper. 4) Big retailer / fat agent are involved in undercutting which should be stopped immediately. there were some old cases or complaints. It is observed that the competitor vehicle reaches quite early and fills the empty glasses .Which is the most preferred brand/pack/flavours in home delivery at your shop? This is to know the most preferred brand/pack/flavour in home delivery. 3) The outlet should be provided with proper signage index. 3) Well defined routes. 4) There should be regular visit of company officials for the problem hearings and the remedies to the problem. .

3) Supply in certain area is very irregular and also route agents are not covering full routes. OPPORTUNITY: 1) It is observed that in some newly establishing areas many new outlets are opening . 5) Interpersonal relationship with the company officials and the route agent is not satisfactory. There for it is very necessary to provide with effective signage to the outlets.WEAKNESS: 1) All brands were not available in at least 80% shops. Pepsi needs to concentrate on these new outlets and can gradually increase its sale in these area. This problem results in the multiple problems leading to the marginal level of dissatisfaction. 4) Poor signage and display is making the routes week for the sale of Pepsi. glow sign and cooling equipments. 3) Communication and motivational class :.Majority of outlets are not satisfied with signage and they are also very unsatisfied with the shortage problem.It was observed that none of the salesmen is permanent to any route but to build up a good interpersonal relation proper interaction with the outlets should be there so that company can position its product to the respective routes and outlets. 2) Some local brands commonly known as kancha . RECOMMENDATION: 1) Signage :. THREATS: 1) Coke is the only nearest competitor and it is catching up in the market penetration through price skimming and other promotional scheme.There is need of proper communication and motivational class for the sales agent and the employs so that the can give their best effort and . 2) Large number of mix outlets can be changed to Pepsi exclusive and coke exclusive to mix only by luring them good and efficient supply. Tip Top . 2) Complaint handling was not up to mark. Shine and the launch of Catch soft drink a product of DS group are causing decrease in sale in some areas. 2) Uniformity in the routes of sales agent :.

contribute to the target announced by the company. Annexure BIBLIOGROPHY 1. document concerned with the daily scheme so as the outlets can be satisfied. C. which is biggest dissatisfaction in this season . 6) Awareness policies – The outlets needs awareness about the routes and daily scheme announced by the company . 4) Display and Seasonal scheme :.R. 5)Complaint handling and its rectification:. Philip Kotler .If display or seasonal scheme is allotted to any outlet it is necessary to provide the outlets with the gifts items to encourage them .Kothary 2. this will help in complain handling. so that they can follow the display or seasonal scheme in next season. It is recommended that the sales agent should carry some proof .. Research Methodology………. Marketing Management……….To enhance the effectiveness in complain handling about cooling equipment it is advised to authorized at least one shop per two route .

i)Slice ……. WWW.Program enrollment of Pepsi:i) PHHP ii)FNF Q 2. iii)Bislery……. ii)Maaza……..P.wikkipidia. S. ii)Kinley……..i)Pepsi ii)Coke iii)Mix Channel:.Gupta 4. iii)Frooti……..3. iv)Others……… ... Address:... Statistical methods…………….How much stock do you have in hand? Pepsi Coke a) Glass 200ml 300ml 200ml 300ml b)Pet 500ml 2ltr 500ml 2ltr c)Diet d)Tetra :. Status:. iv)Others……… e)Mineral water:.i)Aquafina……. www.…………………………… Contact no:.………………………. Pepsi Coke Equipment:Signage:Q 1.………………………… …………………………… .COM 5. Questionnaire Outlet name:.……………………… Owner name:.………………………….…………………….PEPSICO..com..

......Age wise liking of the flavours..................i)……………… ii)……………… iii)………………. according to the shopkeeper? AGE Flavours 5-15 16-25 26-40 40 and above a) Cola:b) Lemon:c) Orange:d) Mango:e) Diet:Q 6............. …………………………………………………………………………………………………… …………………………………………………………………………………………………… …………………………………………………………………………………………………… ……………………………………………………………………………… .Which is the preferred pack on spot consumption at your shop? a) 200ml b) 300ml c) 500ml Q 7........ ii)……………… iii)………………....Which is the most preferred brand/pack/flavours in home delivery at your shop? Any suggestions:-………………………..................Q 3.........Which are the top three products according to the shopkeeper? Pepsi:...i)……………..How do you rate both the companies on a scale of 0-10 for the following parameters:a)Stock delivery:b)On emergency orders:c)On equipment maintenance:d)On availability of all packs and flavours:Q 5... Q 4. Coke:.......

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