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An overwhelming feeling of indebt ness revolves like mill wheel in my mind as I pen down this acknowledgement take this opportunity to thank all without whose effort the completion of this project would not have been possible.
I would like to convey my sincere thanks to Mr. Jai Singh who offered me this project and provide me with vital information whenever needed.
My special thanks to Mr. Pawan Singh, Mr. Akhilesh Vaishya, Mr. Nimish Mishra, Mr. Praveen Rai, Miss Anita Mishra, faculty member(s), Department of Management Studies whose contribution enabled me to perfect my report.
I would also like to thank all those people who helped me during my work.
PRABHA TRADING COMPANY
As a part of BBA from NANDINI NAGAR PG COLLEGE, NAWABGANJ GONDA. Project was carried on the topic of Comparison between PEPSI Product. This company IRD is a licensing company of India. This project has helped me in developing my managerial skills and my technical training.
This project schedule was completed under the guidance of to Mr Sunil Sharma. PRABHA TRADING COMPANY, BASTI who kindly gave me opportunity for research for the product Pepsi in their esteemed organization.
Full flash summary of research product of Pepsi can be studied in this project.
PRABHA TRADING COMPANY
Executive summery 1-An Overview of Soft Drink Industry Introduction Industry Profile A brief History of Indian Soft Drink Industry 2-More Information Pepsi cola- the origin How Pepsi made What ingredients are in Pepsi products Pepsi strategies
3-Organisation Structure Distribution System Pepsi Product and price mix 4-Project-A Introduction Research Objective Sources of data Methodology Pie and bar Charts Result Graphical representation of strength of Pepsi 5.Project-B Introduction Research Objective Sources of data Procedure of mirinda lemon promotion Bar and pie Graph 6.Conclusions 7.Bibliography
which was the 1st prize in the Mountain Dew contest. Through this project I also came to know how capable the Route Agents are in giving the dealers the required service. dealer board and painting) and display of racks in the whole urban region of Greater Noida.PRABHA TRADING COMPANY EXECUTIVE SUMMARY The project analyzes the increase outlets in the given route of Pepsi and also find the increase sell due to these outlets. The project identifies foundations aspects of the soft drink market like the demand and supply of the Pepsi products. signage (glow sign. Moreover cutting down the prices gave the accelerated boost to the sales of various soft drinks. Local promotion was also done to boost the sales. This project also throws light on the status of Pepsi outlets with respect to coca-cola in terms of no. cooling equipment. I have also brought in some useful suggestions. In the project-2 we know what is the market value of the mirinda lemon in the schools canteen. I derived conclusions about certain important issues through my project report. How much kids like this soft drink and we will know how we make scheme successful in the market with the help of marketing tools. I also came to know about the various consumer and dealer level schemes. of outlets. One of the major launches of the company was the introduction of Mountain Dew and the re-launch of the un-cola brand the 7up that gave a tough competition to Coca-Cola's Sprite. to the most of the dealers. The Mountain Dew was promoted on the country level through the dew mobile van. These could be of a great help to the company. -4 . which matter. which were active during the season. Noida .
not very different at all. In the battle. the Cola Giants . PepsiCo has achieved -5 .despite wars.Pepsi & Coke. Processes are invented. and even twice a day during the summer season. Attitudes change for better or worse. yet a veritable forever to every body else. With over 100 years of uninterrupted growth . The map-many map is remade. while companies like Cadbury’s Schweppes and Campa Cola has only share of 4%. a culture transforms itself over and over. It is one of the fastest moving consumer goods industries. Soft drink industry is unique by itself. Today the competition is not only for the existing share but also to be attracting the potential customers to try their drink first. together control almost 96% of the entire Indian market. where the customers are serviced everyday. Both are believe in aggressive marketing and a watchful eye on each other all the time. economic depressions and other disturbances-there must be something that sets soft drink apart from the consumer culture. hailed as revolutionary and discarded as obsolete. Today the soft drink company is trying to win over the other by gaining larger market share and higher sales volume.1898 was very much different world from what we have today. So it was one hundred years ago. In a span that long.PRABHA TRADING COMPANY INTRODUCTION One hundred years… barely a grain in the sands of time. but at least one sense. Many reasons have been advanced to explain the phenomenal development of the soft drink industry over the last century.
together control almost 96% of the entire Indian market. Another reason for an increase in the soft drink is the scorching heat and the climate of India. All these factors are the reason for the entry of two giant of the soft drink industry of the world to inter the Indian market. These two major reason for multinational companies entering India. -6 . So what is the reason behind the Pepsi’s continuous growth and success? To find the answers let us study the history of soft drink industry in India. the Indian soft drink market is now 280 million cases per year.PRABHA TRADING COMPANY leadership position in each of its two major packaged Goods business beverages and snack foods. INDUSTRY PROFILE Today India is one of the most potential markets. 1970 was the year of pure drinks (Campa Cola) and Parle people (Thums Up & Limca). With a population of around 1000 million people. within 10 years the volume could touch 1 billion cases. So there is 30% growth in the soft drink industry if the demand continues growing at the same rate. But was the scene same in 20 years ago? The answer is no. while companies like Cadbury’s Schweppes and Campa Cola has only share of 4%. which is suitable for high sale of soft drink. The PepsiCo’s brand name is some of the best known and most respected in the world.Pepsi & Coke. But in the year 1995 the Indian soft drink market is only 96 million cases per year. The Cola Giants . In India there are huge populations coupled with low consumption can only lead to an increase in the soft drink market.
as a NRI. The beginning of 1980’s saw the birth of another cola drink. initially for potatoes& oilseed crops.In 1990 the total share of parle increased to 70%. In 1988 fruit drinks market was valued at Rs. Delhi. 40 crores and grew at the rate 20%. -7 . Thumps Up. At the same time in 1987. on Coke’s exit. Here the focus would be on developing improved varieties. optimum production technologies and seed multiplication. as a result of growing popularity of Limca &Thums Up. Parle led the Indian soft drinks market (share 33%) with its Gold Spot & Limca Brands. 1. At the same time the threat to the Indian soft drinks market was that of fruit drinks.PRABHA TRADING COMPANY INDIAN SOFT DRINK INDUSTRY.PepsiCo’s agro expertise would be combined with India Know-how & the findings implement in the field. Pale the Gold Spot people launched it in 1978-79. The second proposal encompassed the following activities: Agro research center (costing Rs. The first national cola drink to popup was Double Seven. In 1978.run outfit with its plant in Nasik (Maharastra). Pure Drinks share came down to 21%. Later Thumps Up also started contributing to its growth . switched over to Campa Cola. a change in government at the center led the exit of Coca Cola that preferred to quit rather to dilute its equity to 40% in compliance with the foreign Exchange Regulations Act (FERA).A BRIEF HISTORY It all began in 1977.55 crs). as “Refreshing Cola”. By the mideighties. Pure Drink. Mc Dowells launched Thirl. In the meantime. which entered Indian market. and by the late eighties there was double cola.
The export-import ratio was hiked to 5. the company would ensure a return of $ 5 through the export of processed foods. The 1:5 ratio was reduced unparalleled in Pepsi’s operations in all 150 countries in Soviet Union and China Pepsi operated on 1:1 deal. Total foreign exchange was estimated at 50% of the total outflow for machinery. Pepsi cola International. On August 1988. Chairman Parle Exports.It would produce ready-to-serve food products in long life consumer packages for all ake exports to other non-traditional items. The project will also directly employ 500 people. who argued that India should be promoting fruit juices and not carbonated soft drinks. Punjab Government convened a meeting of political leaders in Chandigarh. dividends . Pepsi’s share which have been originally just under 40% was reduced to about 35% and PAIC’s -8 . Tabaccowala and Mr. Director business development. raw materials.H. 50 Members of parliament supported the memorandum. The balance to be financed Privately from loans. A.1. A project approval board was finally set in February 1988. 8 crores). Ramesh Chauhan. Ramesh Vengal. while other 50 opposed it. Now the project was a revised deal that was negotiated by PAIC on the behalf of three partners. The proposal was strongly supported by Voltas Chairman Mr. Thus the project was benefiting thousands of farmers in the predominantly agricultural state of Punjab. and was expected to generate additional employment of 30. where the politicians unanimously backed project. The Project was faced objections from Food and Civil suppliers. Would have an equity holding of 39% Punjab Agro Industries Corporation (PAIC)-20% and Voltas 24%.PepsiCo.000 people.PRABHA TRADING COMPANY A potato-and-grain-based processing unit (costing Rs. The Project was strongly opposed by Mr. The ratio earlier proposed was 1:3. The new formula include: Every dollar spent in import.
we have partners. On August1990. Thanks to an early lead and a better understanding of the market. CEO. explains the relationship with his bottle as” We don’t have bottle. with the name of ‘ Lehar Pepsi’. Punjab. Now Pepsi Cola had arrived in India and was ready to war with Thump’s Up in its home market. These were mainly the issue on which Coke had left India in 1977. The partner type relationship with bottlers (Franchisee Owned Bottling Operations [FOBO]). as well (Company Owned Bottling Operation [COBO]) networks cover most of the company adequacy. Thus Pepsi believes -9 . Finally there was victory for Pepsi who after more than five years of acrimonious battle was launched in June 1990 selectively in Rajasthan. Pepsi has made its brand synchronize with localized events and tradition. In Pepsi every employee. Pepsi maintained its top-of-mind awareness with roadside signage and reminders. Despite being the global brand. India remains amongst the handful of markets worldwide Pepsi is ahead of its archrival coke. Thus Pepsi not only accepted the 1977 conditions. the company has grown leaps and bounds ever since. Pepsi has built its success on meeting the Indian customers needs. television viewers watch prime time ads launched Lehar Pepsi beckoning nearly 100 million viewers to drink the Indian version of international Pepsi Cola. Starting out in 1989.’’ One of the strongest weapons in Pepsi’s armory in the flexibility it has empowered its people with. but also went much further. Which is why we have a well aligned bottling network. Mr. Utter Pradesh and South as “ Lehar Pepsi”. ‘Suman’ Sinha. have an authority to take whatever steps he or she feels will make the consumers aware of the brand& increase its consumption.PRABHA TRADING COMPANY share was hiked to 40%. And listen to them. with competition increasing with the re-entry of Coke a few years ago. may he be a manager or a salesman. Now the Pepsi project had captured the farmer’s imagination.
e. The picture will become clearer by looking at the all India market shares in the beverage industry. All these factors together led to a high growth in the Indian market & constantly increasing market share. Today the scene has changed marking it a direct battle between two giants Pepsi Cola & Coca. Coca-Cola entered India by buying up to 69% of the 1.10 .800-crore soft drink market (i. Gold Spot. 5 Parle Exports brands of Thump’s Up.PRABHA TRADING COMPANY in establishing & nurturing creditability of the salesman & making the joint commitment to grow business in accounts. PEPSI COLA-THE ORIGIN . Limca. Citra & maza ).Cola.
in North Carino. HOW PEPSI MADE . soon became popular with the people.1970 saw some major ad campaigns that started the youth idols like Richard.aiding enzyme pepsin). Michael Jackson etc. 1993 was a new beginning for Fountain Pepsi (PMX). In 1930 Pepsi started its operation with its head office in New Ireland city. 1996 Mirinda attained no. who was a druggist by profession invented a new beverage. Pepsi Co. and U. & Gujarat. In 1995 two new COBOs were opened In U.P. In India Pepsi was launched in June 1990 selectively in Rajasthan. International with the coming together of Don Kendall & Herman Lay. & SOUTH as “Lehar Pepsi”. 1940 show a new start for Pepsi in South America & Egypt. 1960 saw Pepsi turning for a youth image by targeting the youth to catch the Pepsi sprit. 5$. June 1999 saw a major launch of 500 ml Pet in India and Pepsi blue and mountain dew in 2011. when it merged with Frito-lay to constitute Pepsi Co. With this take over. Mr. 1986 was also a historic year for Pepsi Co. which was called “Brands Drink” (evocation of a digestion.PRABHA TRADING COMPANY In year 1898. May 1998 saw a major launch of Mirinda Leman in India. Caleb Bradhan. 1959 Saw a new beginning for Pepsi in USSR.11 . The very basic strategy used by Pepsi was the price competitiveness i. 1991 saw a major launch of 7Up & Mirinda in India. NewYork.P.e. catapulted itself to become the owner of the worlds largest restaurant chain with a total of nearly 16500 outlets in 1987. in which it acquired Kentucky fried Chicken Chain at a price of $ 846 million. 1950 Pepsi saw a change to a classy image. This Brands Drink was later named as “Pepsi Cola”. 1 position in Orange beverage category. Punjab. In the same year 1st slogan for Pepsi was introduced. Year 1965 marked the success story for Pepsi Company.
The result of this kind of painstaking attention to detail is that the water used in Pepsi-Cola and all of our beverages is among the purest available anywhere. cartons. Pepsi standards are precise and closely monitored at every step of the process.200 cans per minute. as the now rinsed cans reach the filler. Quality control audits performed by specially trained technicians are a critical part of the manufacturing sequence for each batch. Liquid sweeteners are transported in special tanker trucks. . are meticulously sanitized. including syrup lines. The bottles and cans that will eventually be filled with Pepsi are manufactured elsewhere. immediately filled and the lid is applied -. filtration and purification.12 . The liquid is then carbonated. so all internal and external surfaces of the production system. Pepsi-Cola takes special care to purify the water it uses -. In the last step of the manufacturing process. On arrival.that adds to their quality of refreshment. Pepsi-Cola flavor concentrate is carefully combined with sweeteners and other ingredients in large stainless steel mixing tanks. and shipped to Pepsi plants wrapped and sealed for protection.at an average speed of 1. The filler is where the syrups from the mixing tanks are combined with the purified water from the filtration process. airtight containers.fizzy bubbles -. and are typical of the attention to detail that's necessary if the highest possible quality standards are to be maintained. they're reinvented. Other companies also produce labels.PRABHA TRADING COMPANY Flavor concentrates are shipped from special Pepsi-Cola manufacturing plants in heavy-duty. cooling and carbonating equipment. Water is a key ingredient in all soft drinks. proportioning. everything is subject to careful inspection to make certain all of the ingredients and materials meet Pepsi's high standards. Cleanliness is also vital. This carbonation process gives soft drinks the special sparkle -.a procedure that involves careful treatment. the carbon dioxide used to carbonate soft drinks and other supplies for Pepsi. and caps.
which comes from corn. Although diet drinks may have no sugar. In soft drinks and sports drinks. which shows the number of calories and other nutrients per serving. citric acid and sodium citrate in Mountain Dew. such as organic acids.PRABHA TRADING COMPANY WHAT INGREDIENTS ARE IN PEPSI PRODUCTS? Pepsi-Cola products contain natural flavors.13 . sodium. The main ingredients found in Pepsi-Cola products include carbonated water. There are many types of sugar available today. the sugar is primarily high fructose corn syrup. including extracts of the kola nut. . Sugars are listed in grams per serving on the Nutrition Facts panel on the label. sugar. Other ingredients add a refreshing taste: phosphoric acid in cola’s. potassium and caffeine. vanilla beans and flavor oils derived from natural sources such as citrus and other fruits. they may contain more than half a gram of carbohydrate. Caramel (made from corn sugar) adds colour and flavor to our cola’s. carbohydrates. About half the sugar has been converted to fructose so that the taste is almost identical to table sugar (which comes from sugar cane or sugar beets). Slice and Diet Pepsi. There is essentially no fat in any Pepsi-Cola products. Sugar: Regular soft drinks and sports drinks are sweetened with sugar. Every can and bottle of Pepsi-Cola products has a Nutrition Facts panel. Total Carbohydrates: Total carbohydrates include the sugars and any carbohydrate-like parts of ingredients. Our bodies treat all of these sugars in the same way.
Caffeine is naturally found in coffee. Potassium: Potassium in Pepsi-Cola products may come from water or as part of certain ingredients. which helps prevent spoilage and flavor changes. an 8 oz. Sodium: All of our products are "low sodium" and contain less than 110 mg per eight-fluid. caloriefree sweetener. An 8-oz. Aquafina. Sierra Mist or Caffeine-Free Mountain Dew. so they are considered "very low sodium" products. Caffeine-Free Diet Pepsi. Acesulfame-K: Acesulfame-K (or "Ace-K") is a non-nutritive.PRABHA TRADING COMPANY Aspartame: Aspartame is a sugar substitute used in our diet beverages and many other food products. Potassium is an electrolyte that helps meet the mineral needs of active people. cup of coffee therefore contains three to four times as much caffeine found in a caffeinated cola. Fruitworks. Slice. MUG Root Beer/Cream Soda. There is no caffeine in Caffeine-Free Pepsi." but the very small amounts used in diet drinks contribute no calories. tea and chocolate. For comparison.ounce serving. A number of beverages have less than 35 mg sodium per serving. cup of brewed coffee can have from 85-120 mg of caffeine on average. potassium may be combined with benzoic acid. For example. while an 8 oz. serving of Pepsi contains about 25 mg of caffeine.14 . Caffeine: Caffeine provides a characteristic flavor to soft drinks. Aspartame is made of the same building blocks as protein. . A blend of Acesulfame Potassium and Nutrasweet is used to provide taste and sweetness to Pepsi ONE. so it is considered a "nutritive sweetener.
15 .PRABHA TRADING COMPANY .
And the fact is. from fun and indulgence to health and nutrition. for example.16 . around the clock. can drive healthy growth for many years —maybe forever. The appeal of our brands spans every time of the day. In the United States. we have lots of room to grow. every consumer age group and every demographic category. in any part of the day. With time-starved consumers hungry for convenience. carefully nurtured.PRABHA TRADING COMPANY PEPSI STRATEGIES 1. even in our most developed markets.Superior Brand Portfolio History shows that a truly outstanding brand. . Our brands also serve a wide range of consumer needs. So rather than try to manage a large number of small brands. we’ve captured only about a quarter of the morning convenient eating and drinking occasions. we’ve built highly focused portfolio offering many of the world’s best-loved foods and beverages — muscular brands with enduring appeal. our brand lineup gives us boundless opportunities.
we have several models for service that we use. Unrivaled Distribution Service We go to market through a distribution network offering extraordinary strength and flexibility. Our distribution systems are designed to help us do that. scale efficiencies and ultimately success— for PepsiCo and its retail customers. Because practices and customs vary by market and because retail customers have different needs.17 . Our people care deeply about our products. So we know that we must provide those products at prices that consumers consider a good value. • Since its birth at the University of Florida in the 1960s. . Our goal is to put our products within easy reach of the consumer. Providing products at prices that appeal to consumers drives growth. To do that we maintain a maniacal focus on reducing costs and finding better ways to make. Gatorade has been dedicated to providing thirsty athletes the finest dehydration drink on the market — no compromise. move and sell our products. and we are proud of it. Striving For Perfect Quality Every Day We design and manufacture our products with one overarching goal: excellence.PRABHA TRADING COMPANY Exceptional Value We realize no one has to buy our products. and a visit to any of our plants or other facilities makes that very clear: • At Pepsi we have long been committed to the “Pepsi Challenge” because we know we have the product consumers prefer.
That helps to ensure that our products are fresh. Through these systems we take snacks and drinks directly to tens of thousands of distribution outlets. from the tiniest convenience store to the largest warehouse outlet.18 . . Under this system. third-party distributors move our products to stores. • Vending and Foodservice Every year consumers buy more snacks and beverages from vending machines and the “foodservice” companies that serve stadiums. colleges and similar places.PRABHA TRADING COMPANY • Direct Store Delivery Vast and powerful direct store delivery systems are at the heart of that network. traditional warehouse distribution is as effective and more economical than DSD. Our bottlers and we actually take products into the store and set them on the shelves. • Warehouse Distribution For some of our products. and store employees stock the shelves. office buildings.
without regard to gender.PRABHA TRADING COMPANY Exceptional Innovation Capabilities Without question. we strive to foster a diverse and inclusive work environment — one that allows all our employees to achieve professional growth and fulfillment. As part of this effort to have a world-class team. of course. That provides two very . as a company. innovation is the single greatest driver of growth for PepsiCo and our product categories. That’s a big competitive advantage. Our destinies are very directly linked: As we grow. I believe that. you should grow as well. Pepsi-Cola. a new version of Mountain Dew “with a rush of cherry flavor. our shareholders. develop and retain world-class people. After years of making innovation a high priority. For example. our partners. a longtime leader in new products and packaging. We are going to grow as long as we continue to attract. and our consumers and. ethnicity or other differences. So we grab every opportunity to differentiate our products through innovation.” hit the market in 2001 and became one of the most successful new soft drinks ever. Great People The last competitive advantage of PepsiCo I’ll mention is less tangible. but every bit as fundamental to our success. It involves people and values. PepsiCo has experience and capabilities unrivaled in our industry. our customers.19 . we are defined by our relationships with you — our employees. the beauty of innovation is the way it differentiates our products in the marketplace. New products and packages — or changes to existing ones — give consumers exciting new reasons to buy our brands. innovation gives retailers a great new reason to feature them prominently. Equally important. Mountain Dew Code Red.
Bazpur is serving Bareilly. • Pepsi Food Limited (PFL) •PepsiCo India Holding (Production &Plant) •PepsiCo India M k t (Support Infrastructure.Carbonated Soft Drink (CSD)-Multi serves • Slice Line – 200 Bottles Per Minute (BPM) The COBO structure is as under. Jainpur. Sathariya is serving Gorakhpur. the company has total control of its decisions & the implementation but it has to invest its own money on plant and machinery. glass & infrastructure. • Kettner – 600 Bottles Per Minute (BPM) . there are six warehouses at the following places.PRABHA TRADING COMPANY important benefits. mentioned as under.Carbonated Soft Drink (CSD) • Sasib. . It also helps us serve an increasingly diverse population of customers and consumers. It helps us attract bright.P. It has three production lines. Jainpur is serving Lucknow & Kanpur.400 Bottles Per Minute (BPM). STRUCTURE Business Unit COBO FOBO Cobo stands for company owned bottling Operations. talented people from a wide range of backgrounds. Allahabad & Banaras. Marketing Sales& distribution) In U. Jainpur is the third largest COBO plant in India.20 . Sathariya & Bazpur are the COBO’s serving unit.
(Sales & Marketing) There are PEPSI’s in many PLACES in BASTI some of them are at: KACHAHARI COMPANY BAGH GANDHI NAGAR ROADWAYS PURANI BASTI NEWBASTI . Another gain of (bottles)& infrastructure the cost burden has been reduced. • Pepsi Food Limited (PFL) • Syrup • Franchise (Bottlers) • Franchise invest in plants & machines. In case the company supplies its soft drink concentrate to its bottle syrup. Pepsi has taken a more capital-intensive route of owning running its own plants alongside those of its franchises. it has enabled Pepsi to focus on marketing operation as much as it has an operational front. Glass (Bottles) • Truck & Infrastructure • PepsiCo India Marketing Co. The FOBO structure is as under. Getting into Fobo has helped PepsiCo on several fronts.PRABHA TRADING COMPANY ALLAHABAD BAREILLY KANPUR BANARAS GORAKHPUR LUCKNOW FOBO: Fobo stands for franchise Owned Bottles Operations in India Pepsi has franchise. First.21 and .
22 .PRABHA TRADING COMPANY RAILWAY STATION RAUTACHAURAHA .
23 .PRABHA TRADING COMPANY DISTRIBUTION SYSTEM DIRECT ROUTE INDIRECT ROUTE ROUTE AGENTS DISTRIBUTO FRONTLINE CE DISTEBUTOR TDM CE TDM FLOW OF STOCK MARKET PLANT WAREHOUSE DISTRIBUTOR MARKET .
PRABHA TRADING COMPANY
PEPSI PRODUCT & PRICE MIX Products Categories: Categories defines what type of beverage the
product Is whether it is package water, to fruit juice, non-juice drink, health drink & carbonated soft drink etc? Core brands: PepsiCo makes carbonated soft drink in two varieties: • Cola’s • flavors Packaging &types PepsiCo comes in numerous package sizes & types. There are two package types, single serve (200ml., 250ml., 300ml. &330ml) and multi serve (500ml., 1Ltr., 1.5Ltr, 2Ltr.). The materials used for packaging are glass, various plastics, cans & syrups. These packages may be returnable or non-returnable.
Brand Name Pepsi
Cola Cola Cola Cola Cola Cola Cola Cola Cola
200 ml 300 ml 330 ml 500 ml 1 litre 1 litre 1.5 litre 2 litre 330 ml
Glass Glass Can Pet Pet Glass Pet Pet Can
Price of a crate
Price of a one bottle 5*24 6*24 18*24 15*24 25*12 20*6 35*12 40*9 20*24 =120 =144 =432 =360 =300 =120 =420 = 360 =480
On one crate
16 14 102 30 24 12 24 18 40
115 130 330 330 276 108 396 342 440
PRABHA TRADING COMPANY Pepsi Aha
Cola-Lemon Cola-Lemon Cola-Lemon Icey Icey Orange 300 ml 500 ml 330 ml 200 ml 500 ml 200 ml 300 ml 330 ml 500 ml 1 litre 1 litre 1.5 litre 2 litre 200 ml 300 ml 330 ml 500 ml 1.5 litre Glass Pet Can Glass Pet Glass Glass Can Pet Pet Glass Pet Pet Glass Glass Can Pet Pet Glass Pet Pet Glass Glass Pet Pet Pet Pet Glass Tetra Tetra Tetra Pet Pet Glass Pet Pet Pet Glass 130 330 284 104 330 104 130 330 330 276 108 396 342 104 130 330 330 396 104 330 6*24 15*24 12*24 5*24 15*24 5*24 6*24 18*24 15*24 25*12 20*6 35*12 40*9 5*24 6*24 18*24 15*24 35*12 5*24 15*24 = 144 =360 =288 =120 =360 =120 =144 =432 =360 =300 =120 =420 = 360 =120 =144 =432 =360 =420 =120 =360 14 30 4 16 14 16 14 102 30 24 12 24 18 16 14 102 30 16 30
Pepsi Blue Mirinda
Un-cola 200 ml 500 ml 2 litre
Un-cola 250 ml 300 ml 500 ml 1 litre 1.5 litre 2 litre 104 130 330 276 396 342 130 220 220 220 120 144 100 216 396 342 100 5*24 6*24 15*24 25*12 35*12 40*9 6*24 10*24 10*24 10*24 12*12 18*12 5*24 10*24 35*12 40*9 6*4 =24 =120 =144 =360 =300 =420 = 360 =144 =240 =240 =240 =144 =216 =120 =240 =420 = 360 16 14 30 24 24 18 14 20 20 20 24 70 20 24 24 18 8
Mango Orange Leechi 250 ml 200 ml 200 ml 200 ml
Aquafina Lehar Everess
Mineral Water 1 litre 2 litre Soda 300 ml 500 ml 1.5 litre 2 litre 200ml
PRABHA TRADING COMPANY
The retailer pay all the expenses to make cold to the product in the profit which they are getting, like electricity bill, ice, other tool to make visible to the Pepsi product, company already providing cooling equipment.
PRABHA TRADING COMPANY PROJECT-A Each dealer survey and evaluation of the competitive strength of Pepsi in the BASTI RESEARCH METHODOLOGY .27 .
glowsign. painting. give racks to the retailers to visiualise the products Research Objective: The project is done to study the comparative strength of Pepsi Vs Competitors. Strategy Used – For Achieving The Objectives:- . dealer board. The basic objective is that to find out the increase outlets in the given route and also find out calculate the increase sell of the Pepsi in the market. Sources of Data: The type of Research design use in this survey is descriptive in nature and method of data collection is Primary Data. Pepsi Company always try to increase the competitive strength in the market. glowsign. I collect primary data through direct communication with retailers and through observation with the help of questionnaire. ice boxes. paint the outlets. and also find out the competitive strength of the Pepsi in the respect of cooling equipment.28 . because competitors also use all tools which are capable to increase the strength. dealer board.PRABHA TRADING COMPANY Introduction Every year some outlets increase and due to these outlets some sell also increase. So Pepsi and its competitors provide cooling equipment. ice boxes.
PRABHA TRADING COMPANY A common strategy was used for achieving the objective in the market covered. New Basti METHODOLOGY I conducted a normal survey in that. Roadways 2. wall painting. at the outlets itself. Kachahari 3. I covered 6 direct routes of Greater Noida & Noida warehouse and make EDS of all the out lets in given route In these .29 .Where ever possible the problems concerning the retailers were solved immediately with the help of customer executive. glow signs. Gandhi nagar 5.Visiting the retailers & assuring him of the benefit that they can be get by selling & increasing the sale of the Pepsi. The survey was conducted in various markets in BASTI: Direct Routes 1.The retailers were informed about the schemes & the various incentives available on the bulk purchase of Pepsi’s products. Company bagh 4. The points taken into consideration are listed below: 1. are communicated to the concerning authority for complete removal.Listening to their problems related to visi coolers. 4. display board etc. 3. 2.
PRABHA TRADING COMPANY routes I choose the each forth retail outlet in the random order and note down the sell of the shop of a day (creates). how much percentage of outlets purchasing how many crate in one day. Type of Retail Outlet Total Retail Outlet 300 Grossory 100 Convenience 100 Restaurant 100 100 100 grossory 100 convenience restaurant After collecting the data I find out the increase outlet and increase sell in the given market by the following formula. For the sell of the out lets we first find out the. Method For calculation of increase outlet of the route . after that add them and find the total sell of the route. I go on the each retail outlet on the route.30 . The sample size of the market Covered by me is 1185 for new outlets and 297 retail outlets for the increased sell of the outlets.
31 .PRABHA TRADING COMPANY New outlets = Total outlet in 2011 Percentage growth of new outlets = .total outlet in 2010 New outlets *100 Total outlets in 2010 New outlets Percentage of new outlets in 2011 = Total outlets in 2011 *100 Calculations for increase sell of the Pepsi in the market Percentage of the outlet * no of create purchase * Total outlets One day sells of the outlet = 100 New increases sell in crates Percentage growth of sell in the market= Old sell in crates No of sell increase in creates Percentage increase sell in the market= No of total sell in the market * 100 * 100 PRABHA TRADERS .
37% increase outlets 32 275 0 50 100 old outlets 150 200 250 300 increase outlets old outlets .275 -309 -34 -12.32 .PRABHA TRADING COMPANY Outlets in 2010 Outlets in 2011 Increase in outlets Percentage increase outlets .
33 .PRABHA TRADING COMPANY Percentage value of increased outlet in total outlets of 2011 89% 11% old outlets new outlets To find out the increased sell in 2011 .
242 crates (per day) .34 .32 crates (per day) -13.22% Percentage value of increased sell in total sells of 2011 .274 crates (per day) .PRABHA TRADING COMPANY Percentage of outlet of sample 75% 15% 7% 3% No of create purchase by outlets 2 5 10 20 75% 15% 3% 7% 2 crates in a day 5 crates in a day 10crates in a day 20crates in a day Old sell in 2010 New sell in 2011 Increases sell Percentage increase sell .
35 .PRABHA TRADING COMPANY 12% 88% old sell new sell Sector 16 MARKETING Outlets in 2010 Outlets in 2011 Increase in outlets .322 -409 -87 Percentage increase outlets.27% increase outlets 87 322 old outlets 0 50 100 150 old outlets 200 increase outlets 250 300 350 .
36 .PRABHA TRADING COMPANY Percentage value of increased outlet in total outlets of 2011 21% 79% old outlets new outlets To find out the increased sell Percentage of outlet of sample 75% 15% 7% 3% No of create purchase by outlets 2 5 10 20 75% 15% 3% 7% 2 crates in a day 5 crates in a day 2 crates in a day 10 crates in a day .
29.285 crates (per day) .37 .369 crates (per day) .84 crates (per day) Percentage increases sell .47 % Percentage value of increased sell in total sells of 2011 23% 77% old sell new sell .PRABHA TRADING COMPANY Old sell in 2010 New sell in 2011 Increases sell .
97% 100 increase outlets 286 old outlets 0 50 100 150 old outlets 200 increase outlets 250 300 350 .PRABHA TRADING COMPANY PRABHA TRADERS Outlets in 2010 Outlets in 2011 Increase in outlets .286 -386 -100 Percentage increase outlets –34.38 .
89 crates (per day) -35% .39 .343 crates (per day) .PRABHA TRADING COMPANY Percentage value of increased outlet in total outlets of 2011 26% 74% old outlets new outlets To find out the increased sell Percentage of outlet of sample 75% 15% 7% 3% No of create purchase by outlets 2 5 10 20 75% 15% 2 crates in a day 7% 5 crates in a day 3% crates in a day 2 10 crates in a day Old sell in 2010 New sell in 2011 Increases sell Percentage increases sell .254 crates (per day) .
180 -197 -17 -9.PRABHA TRADING COMPANY Percentage value of increased sell in total sells of 2011 26% 74% old sell new sell Sector 20 Outlets in 2010 Outlets in 2011 Increase in outlets Percentage increase .44% .40 .
PRABHA TRADING COMPANY increase outlets 17 180 0 20 40 60 80 old outlets 100 120 140 160 180 200 increase outlets old outlets Percentage value of increased outlet in total outlets of 2011 91% 9% old outlets new outlets .41 .
42 .375% Percentage increases sell Percentage value of increased sell in total sells of 2011 91% 9% old sell new sell .175 crates (per day) .PRABHA TRADING COMPANY To find out the increased sell Percentage of outlet of sample 75% 15% 7% 3% No of create purchase by outlets 2 5 10 20 75% 15% 3% 7% 2 crates in a day 5 crates in a day 2 crates in a day 10 crates in a day Old sell in 2010 New sell in 2011 Increases sell .15 crates (per day) -9.160 crates (per day) .
102 -138 -36 30 % increase outlets 36 102 old outlets 0 20 40 old outlets 60 80 100 120 increase outlets Percentage value of increased outlet in total outlets of 2011 26% 74% old outlets new outlets .PRABHA TRADING COMPANY Gamma Market Outlets in 2010 Outlets in 2011 Increase in outlets Percentage increase .43 .
44 .120 crates (per day) .162 crates (per day) .42 crates (per day) -35% Percentage increases sell Percentage value of increased sell in total sells of 2011 26% 74% old sell new sell .PRABHA TRADING COMPANY To find out the increased sell Percentage of outlet of sample 60% 20% 15% 5% 20% No of create purchase by outlets 2 5 10 20 15% 60% 5% 2 crates in a day 5 crates in a day 2 crates in a day 10 crates in a day Old sell in 2010 New sell in 2011 Increases sell .
45 .29 -32 -3 10.34% increase outlets 3 29 0 5 10 15 old outlets 20 increase outlets 25 30 35 old outlets Percentage value of increased outlet in total outlets of 2011 91% 9% old outlets new outlets To find out the increased sell .PRABHA TRADING COMPANY Alpha Market Outlets in 2010 Outlets in 2011 Increase in outlets Percentage increase .
375% Percentage increases sell Percentage value of increased sell in total sells of 2011 91% 9% old sell new sell Central Market Outlets in 2010 .55 .PRABHA TRADING COMPANY Percentage of outlet of sample 30% 20% 30% 20% 30% 20% No of create purchase by outlets 2 5 10 40 20% 30% 2 crates in a day 5 crates in a day 2 crates in a day 40 crates in a day Old sell in 2010 New sell in 2011 Increases sell .91 crates (per day) .9 crates (per day) -9.46 .100 crates (per day) .
45% increase outlets 3 55 0 10 20 old outlets 30 40 50 60 increase outlets old outlets Percentage value of increased outlet in total outlets of 2011 95% 5% old outlets new outlets .PRABHA TRADING COMPANY Outlets in 2011 Increase in outlets Percentage increase -58 -3 5.47 .
150 crates (per day) .PRABHA TRADING COMPANY To find out the increased sell Percentage of outlet of sample 30% 20% 25% 25% 25% 20% 2 crates in a day 25% 30% 5 crates in a day 2 crates in a day 25 crates in a day No of create purchase by outlets 2 5 10 25 Old sell in 2010 New sell in 2011 Increases sell Percentage increases sell .63% Percentage value of increased sell in total sells of 2011 95% 5% old sell new sell ROADWAYS Outlets in 2010 Outlets in 2011 .48 .142 crates (per day) .8 crates (per day) -5.48 -51 .
25% increase outlets 3 51 0 10 20 old outlets 30 40 50 60 increase outlets old outlets Percentage value of increased outlet in total outlets of 2011 94% 6% old outlets new outlets .49 .PRABHA TRADING COMPANY Increase in outlets Percentage increase -3 -6.
150 crates (per day) .63% Percentage value of increased sell in total sells of 2011 95% 5% old sell new sell .PRABHA TRADING COMPANY To find out the increased sell Percentage of outlet of sample 30% 20% 25% 25% 25% 20% No of create purchase by outlets 2 5 10 25 25% 30% 2 crates in a day 5 crates in a day 10 crates in a day 25 crates in a day Old sell in 2010 New sell in 2011 Increases sell Percentage increases sell .50 .8 crates (per day) -5.142 crates (per day) .
1117 -1381 -264 Increase in outlets Percentage increase outlets -23.51 .63% 264 increase outlets 1117 old outlets 0 200 400 old outlets 600 800 1000 1200 increase outlets Percentage value of increased outlet in total outlets of 2011 19% 81% old outlets new outlets Increase competitive strength of the Pepsi in the BASTI .PRABHA TRADING COMPANY Outlets in 2010 Outlets in 2011 Increase competitive strength of the Pepsi in the BASTI Total increase outlet in the given market .
5% 15.1656 crates (per day) .375% 10.PRABHA TRADING COMPANY Total increases sell in the given market No of create purchase by outlets Percentage of outlet of sample 56.52 .2047 crates (per day) .25% 17.391 crates (per day) -23.61% Percentage value of increased sell in total sells of 2011 19% 81% old sell new sell .875% 18% 15% 2 5 10 22 2 crates in a day 56% 11% 5 crates in a day 10 crates in a day 22 crates in a day Old sell in 2010 New sell in 2011 Increases sell Percentage increases sell .
Total increases sell in the BASTI = 23. 1.Total increase outlet in the BASTI = 23.61% of total sell in the2011 .53 .PRABHA TRADING COMPANY RESULTS From the earlier graphical representation we have interpreted the following results: In this each dialer survey we find that the market strength of the Pepsi increase in terms of increase outlets and increase sell as follows.63% of total outlets in 2010 Or Total increase outlet in the BASTI = 19% of total outlets in 2011 2.
PRABHA TRADING COMPANY Or Total increases sell in the BASTI = 19% of total sell in the2011 This result shows it is a very good growth rate for Pepsi. iceboxes. glowsign. dealer board. We also find out competitive strength of Pepsi in the terms of cooling equipment. so we can say this summer was the Pepsi’s summer. and painting as followsGRAPHICAL ANALYSIS Status pci 25% mix 59% ccx 16% pci ccx mix The numbers of Pepsi Exclusive Outlets are having a 25% share among the total outlets hence Pepsi holds a very strong position in the whole city of BASTI .54 .
Of Ice Boxes distributed. “Jo Dikhta hai Who Bikta Hai” iceboxes 38% pci 62% ccx Pepsi and Coke are neck to neck in the no. . which says that.55 .PRABHA TRADING COMPANY 140 120 100 80 60 40 20 0 65 ltr 100/120 ltr 110ltr Visi EBC 165 ltr/fam ily fridge 200/200 ltr 220 ltr Visi 330 ltr Visi 520 ltr EBC EBC helkam a fam ily fridge cooling equipment comparison pci ccx Pepsi leads in the number of Cooling Equipments installed of each type. hence the great FMCG fundamental principle supports Pepsi’s sales in the city.
PRABHA TRADING COMPANY 25 21 20 15 10 10 5 0 unlit Standard 6*3 unlit costomised Backlit Standard or 8*3 6*3 or 8*3 Backlit costom ised frontlit Standard 6*3 or 8*3 frontlit costomised 8 18 13 11 9 18 pci ccx 2 1 2 0 Pepsi also leads in the Distribution of Glowsigns as it leads in every category Except unlit standard Dealer board 100 50 5 0 6*3 8*3 85 53 18 pci ccx Pepsi also leads in Dealer boards but is getting challenge from Coca Cola in many places like Sector 18 . Sector 20 etc .56 .
SWOT ANALYSIS STRENGTHS Good brand image Celebrity endorsement like Indian Cricket Team. The bottling plant at Jainpur helps a great deal in regular supply. ft >1000 sq ft >2000 sq ft pepsi again leads in paintings. which helped in tapping the choosy customers.57 .PRABHA TRADING COMPANY 60 50 40 30 20 10 0 55 34 painting comparison 28 29 19 2 9 2 0 0 30007 above 0 pci ccx >250 sq >500 sq ft. . But Pepsi is way ahead in distribution of racks in its direct routes. Painting is done in places where there is a lack of electrical supply or village sort of areas. Launch of Pepsi Blue. In ashu agency and parts of muskan agency Coca Cola has proved to be a big challenge for Pepsi in terms of paintings racks comparison pci 43% ccx 57% pci ccx In the distribution of racks both the companies are neck to neck in distribution of racks. Aha expanded the product portfolio.
Seasonal promotion like the “Mountain Dew.Cheeta Kyon Peeta Hai” contest gave a boost to the sale. WEAKNESS Poor Grievance handling.PRABHA TRADING COMPANY Re-launch of the 7up and introduction of Mountain Dew gave Pepsi a boost in the un-cola segment.58 . many of the complains remain unsolved in the peak season. The Route Agents are less trained and many a times refrain from the work and only go to particular shops. There were Aggressive marketing initiatives have been reaping rich dividend for Pepsi in the city. as there is no proper channel of communication between the distributor. Since there are 18 direct routes and 17 agencies active in the city provides strong distribution network. . Since there are only two company officials who take charge of the cooling equipment complain handling. and retailers so new schemes are not communicated at the right time.
OPPORTUNITIES There are many dissatisfied dealers of Coke available in the city. Big departmental stores are opening in the city. There are many rural markets and other areas where the company vehicles cannot make the supply. Fountain machines of Pepsi should be placed at convenient places like cinema halls or shopping complex’s etc.59 . A FAT dealer must tap these areas.PRABHA TRADING COMPANY Many a times the route agents do not explain the schemes to the dealers and contests results are not declared to the dealers which results in a bad impression of the company. which can be tapped. which can be tapped. . The company warehouse and the agencies does not have a good Information Technology (IT) backup as the database of outlet’s is not available completely anywhere.
PRABHA TRADING COMPANY A big number of schools and colleges in the city don’t have a canteen. THREATS New bottling plants of companies like Sawan and Prince are manufacturing cold drinks. which throws a great opportunity for the Company.60 . Since Greater Noida & Noida is a industrial city in a big way and also many people are business class the opportunity for opening outlets remain evergreen Restaurants and hotels must be contacted to promote our sales by using various techniques like gifting Pepsi products on their bulk sale. FAT dealers are a big threat to the company as they are providing Pepsi products in the rates much lower than the company and hence dealers prefer buying from them. can be tapped with an effective home delivery system with collaboration with these agencies. which are available at lesser rates than ours are a big threat as un-educated and disloyal customers especially from the rural region are more attracted towards them. gas agencies etc. There are many Petrol pumps on which can be tapped To promote the sale of pet bottles. .
Pepsi and coke is the two players in the beverage market and also the best of warriors against each other in the soft drink industry. I covered 6 direct routes of BASTI the conclusion described below.PRABHA TRADING COMPANY Since many of the distributors do not have a proper database of their exact outlet base. Both Pepsi & coke provide sales promotion schemes time to time. . Conclusions I conducted a normal survey.61 . overlapping results and many a times the outlets get dissatisfied and shift to Coca -Cola.
signage. SUGGESTIONS This project did by me. dealer board. to find out the competitive strength of Pepsi in terms of outlets. signage and painting. iceboxes. dealer board. On the basis of the conclusions following measures could be recommended in order to increase market share and Pepsi’ equity.62 . this year was the very good year for Pepsi Company defeating in the every field of the marketing. after doing this project we can say Pepsi on the very good growth stage. .PRABHA TRADING COMPANY Due to these promotion and scheme and other factors the no of outlets increases every years and sell also increase. cooling equipment. racks and painting also. iceboxes. racks. not only in the terms of no of outlets but also in terms of cooling equipment. sell.
so company must change there attitude in this area. painting because there is only one Glowsign in the whole maa traders. so he can supply every day to the retailers. and there are many big restaurent in the route. which can move in the roads very easily. ASHU AGENCY This agency covering the area of Sector 18. Company gives there more signage.63 . to developed relationship with the retailer. there are many offices . so . the reason is aggressive selling of Coke. In direct route Sector 18& sector 20 company can capture them. and make easy procedure to install the Pepsi and cooling equipment and give scheme to install cooling equipment.So Company try to improve brand image. Tiwari doing very well in route 1 but the same thing route is very large. Agency must be contain some small vehicle to improve supply. Prince . . so agency send one person to the Sector 20 side and other person can cover Greater Noida In this area there are other brand also like Sawan. Sector 18 etc Agency needs some more vehicle. Company makes proper advertising and promotion scheme to increase the sell. which cover rest area with the tempo or other vehicle. Company can make big distributor counters. Ramesh is doing very well but the area which covering is very large So agency must minimizes the route of him. Sector 20 etc Mr. DIRECT ROUTES In Sector 18 there is very hard competition with Coke.PRABHA TRADING COMPANY MAA TRADERS This agency situated in the Sector 20 .
B.Jr. Irwin. New Delhi.I. Ralph..PRABHA TRADING COMPANY These routes are very good for tetra pack and Aquafina. so company can do joint sells promotion with other product like tea. (A.64 . Richard D. Inc.0. and west fall.S. Marketing research. Harper. BIBLIOGRAPHY Boyd. 1998 . ice cream.T. and 7th ed. W.
google. prentice.pepis. 1999. New Delhi.. 10th ed.com Annexure 1 . C. 2nd ed..PRABHA TRADING COMPANY Kothari. Pene (June) Sellin g Skills Projected sale at new . Philip.65 Required . Ltd.hall of India Pvt..R. Current Pene (June) . wishwa prakashan.com www.. New Delhi www. Kotler.indiaifoline. research methodology.com www.Hybrid Model for Fringe SKUs Brand Pack % June Mix Avg Monthly Vol. marketing management.
Pepsi Mountai n Dew Mirinda 7 Up Slice Diet Teem Soda 8 SKUs .PRABHA TRADING COMPANY (June) Aquafina 1000 ml 2000 ml 600 ml 330 ml 2000 ml 600 ml 330ml 2000 ml 600 ml 330 ml 2000 ml 600 ml 330 ml 1200 ml 500 ml Tetra 250 ml 330 ml 1500 ml 600 ml Pene.66 .
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