SUMMER INTERSHIP PROJECT REPORT

FINAL REPORT
ON
Varun beverages limited

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIRMENTS

FOR THE DEGREE IN

MASTER OF BUSINESS ADMINISTRATION (MBA)

SUBMITTED TO: SUBMITTED BY:

Dr. REEPU REETAM SINGH

( Professor) 22MBA10530
Chandigarh University MBA-Batch 2022-24
Gharuan, Mohali Punjab
OFFER LETTER
INTERNSHIPiCERTIFICATE
 ACKNOWLEDGEMENT

Iitakeithisiopportunityitoiexpressimyiprofoundigratitudeiandideepiregardsitoimyiguideiforihisi
exemplaryiguidance,imonitoringiandiconstantiencouragementithroughoutitheicourseiofithisit
raining.iTheihelpiandiguidanceigivenibyihimitimeitoitimeishallicarryimeiailongiwayiinitheijou
rneyiofilifeioniwhichiIiamiaboutitoiembark.iLastly,iIiamithankfulitoistaffiofiVaruniBeveragesi
andilimitediforiansweringieachiqueryiregardingitheiprocessiofitheicompany.iIiamiobligeditois
taffimembersiofiVaruniBeveragesilimitedi,iforitheivaluableiinformationiprovidedibyithemiini
theiirrespectiveifields.iIiamigratefuliforitheiricooperationiduringitheiperiodiofimyiassignment
.iIiamimakingithisiprojectinotionlyiforimarksibutitoialsoiincreaseimyiknowledge.iTHANKSi
AGAINiTOiALLiWHOiHELPEDiMEiTHROUGHiOUTiTHEiPERIODiOFiMYiTRANNIN
G.
 TABLEiOFiCONTENT

Chapteri1:iIntroductionitoiCompanyiandiProblemiIdentification………6-32

1.1- OVERVIEWiOFiTHEiINDUSTRY

1.2- BELONGINGiSECTOR

1.3- ROLESiINiFMCGiSECTOR

1.4- COMPANYiIDENTITY

1.5- MISSIONi&iVISION

1.6- GLOBALiFOOTPRINT

1.7- HISTORY

1.8- PRODUCTiOFFERD

1.9- PROBLEMiIDENTIFICATION

1.10- ANSOFFiMATRIX

1.11- PROJECTiASSIGNED

1.12- MARKETiEXECUTIONiSIGNIFICANCE

1.13- OBJECTIVEiOFiTHEiSTUDY

1.14- NEEDiOFiTHEiSTUDY

1.15- LIMITATION

Chapteri2:iiResearchiDesign…………………………………………….33-42

2.1-iDATAiCOLLECTIONiDESIGN

2.2-DATAiCOLLECTIONiMETHOD
2.3-iRESEARCHiINSTRUMENTiUSED

2.4-iDATAiANALYSISiDESIGN

2.5-iOPERATIONALiDESIGN

Chapteri3:iDataiAnalysisiandiResults…………………………………….43-54

iiiiiii3.1-iSIGNAGEiINDEX

3.2-iGRAPHICALiPRESENTATIONi

3.3-iPRICINGiINDEXiANDiCOMPETITIONiPRICINGiINDEX

3.4-iFINDINGS

CHAPTER4i:iFindingsiandiManagerialiImplications…………………...55-56

CHAPTER5i:iLimitations………………………………………………57-58

CHAPTER6i:iCONCLUSION………………………………………….59-60

CHAPTER6i:iReferences

CHAPTER7i:iAnnexure
 CHAPTER.1

INTRODUCTION

1.1iOVERVIEWiOFiTHEiINDUSTRY

VARUNiBEVERAGESiLIMITEDi(VBL)iisianiIndianicompanyithatiproducesibottlesiandid

istributesibeveragesiallioveritheiworld.iItiisitheisecondilargestibottlingicompanyiofiiPEPSIC

O’SibeveragesiinitheiworldioutsideitheiUnitesiStates.

VaruniBeveragesispecializesiinitheiproductioniandidistributioniofiaiwideirangeioficarbonate

disoftidrinksii(CSDs)i,iNonicarbonatedibeveragesi(NCBs),ipackagedidrinkingiwateriandiene

rgyidrinksi.iTheicompanyihasiexclusiveibottlingiandidistributionirightsiforiseveraliwellikno

wniinternationalibrandiincudingiPepsicoiproductisuchiasiPepsii,iMountainiDewi,i7UPi,iandi

Mrindai,iasiwelliasiotheribrandsilikeiTropicanai,iGatoradei,iandiQuakeriOats.

Varunibeveragesihasiaistrongifocusioniinnovationi,iqualityi,iandisustainability.iIticonstantlyi

investsitoiintroduceinewiproductsiandiimprovesiexistingiones.iTheicompanyialsoiemphasiz

esienvironmentaliresponsibilityiibyiimplementingisustainableipracticesithroughoutiitsiopera

tioni,isuchiasiwateriandienergyiconservationi,iwasteimanagementiandicommunityidevelopm

entiinitiativesi.
 EXECUTIVE SUMMARY

Varun Beverages is one of the largest franchisees of PepsiCo in the world and a prominent

player in the beverage industry. Here's a summary of Varun Beverages:

1. Company Background: Varun Beverages was founded in 1995 and is headquartered

in Gurugram, India. It is part of the RJ Corp Group, which has diverse business

interests.

2. PepsiCo Partnership: The company has a strong and enduring partnership with

PepsiCo, holding the franchise rights to manufacture, distribute, and market a wide

range of PepsiCo beverages, including Pepsi, 7UP, Mirinda, Tropicana, and more, in

various regions across the globe.

3. Global Presence: Varun Beverages operates in several countries, including India,

Nepal, Sri Lanka, Morocco, Zambia, Zimbabwe, and more. It has a significant footprint

in emerging markets.

4. Product Portfolio: The company's product portfolio includes carbonated soft drinks,

juices, bottled water, and other non-alcoholic beverages. It constantly expands and

diversifies its product offerings to cater to evolving consumer preferences.

5. Production Facilities: Varun Beverages operates numerous state-of-the-art

manufacturing plants equipped with advanced technology to produce high-quality

beverages efficiently.

6. Distribution Network: It boasts an extensive distribution network, ensuring that its

products reach consumers through a wide range of channels, from retail stores to

restaurants and vending machines.

7. Sustainability Initiatives: Varun Beverages is committed to sustainability and has

undertaken initiatives to reduce its environmental footprint. These efforts include water

conservation, recycling, and energy-efficient manufacturing processes.

8. Financial Performance: The company has shown steady growth in terms of revenue

and market presence over the years, thanks to its strong association with PepsiCo and

its ability to tap into growing consumer demand for beverages.

9. Corporate Social Responsibility: Varun Beverages also engages in various corporate

social responsibility (CSR) activities, contributing to community development and

welfare.

10. Competitive Landscape: In the highly competitive beverage industry, Varun

Beverages competes with other global beverage giants and local players in each market

it operates.

In summary, Varun Beverages is a key player in the beverage industry, particularly in the

PepsiCo franchise business. It has a wide global reach, a diverse product portfolio, and a

commitment to sustainability and corporate responsibility. Its success is driven by its ability

to adapt to changing consumer preferences and maintain strong partnerships with leading

beverage brands.
 Asiaileadingiplayeriinitheibeverageiindustryi,iVarunibeveragesiisicommitteditoimeetingicon

sumeridemandsiandipreferencesi.iWithiitsistrongibrandipartnershipsi,irobustidistributioninet

worki,andifocusioniinnovationi,itheicompanyiaimsitoimaintainiitsipositioniasiaikeyiplayeriini

theiindustryiandicontinueideliveringirefreshingiandihighiqualityibeveragesitoiconsumersiwo

rldwide.

RJiCorporation

Theicompanyiwasiincorporatediini1995iasiaisubsidiaryiofiRJicorpi,iandinamediafterifounder
iRaviiJaipuria’sison.iRaviijapuriaiisianiIndianibillionaireibusinessimagnateiandichairmaniofi

RJicorporation.iUnderiRJicorpi,iheimanagesiVarunibeveragesiwhichiisitheisecondilargestibo

ttlingipartneriforiPespsico’sisoftidrinkibrandsioutsideitheiUSiandiDevyaniiinternationali,iwh

ichiisitheiIndia’silargestifranchiseeiofiyum!iBrandsiandioperatesiKFCi,iPizzaihuts,icostaicof

feeiandiTWGiteaioutlets.iHeiisireferreditoiasiIndia’sicolaiking.

Apartifromitheseimajoribusinessesi,iRJicorpialsoihasiinterestiinirealiestatei,iretail,ihospitality

iandiotherisectorsi.iTheiconglomerateihasibeenisuccessfuliiniexpandingiitsioperationiandiest

abilishingiaistrongipresenceiacrossidifferentiindustryiiniindiaiandibeyond.

SomeipossibleiexampleiofibusinessesithatiRJicorporationicouldihaveiwithiniitsiportfolioiinc

lude:-

1. Foodiandibeveragesi:iRJicorporationimightiowniorihaveiinvestmentiinifoodiandibeverag

eicompanyisuchiasirestaurantsi,ifastifoodichainsioribeverageimanufactures.
 2. Retail:iIticouldihaveisubsidiariesioperatingiiniretailisectorsiiincludingidepartmentistoresi

,isuperimarketiorispecialtyistores

3. Manufacturingi:iRJicorporationicouldihaveimanufacturingifacilitiesiproducingiairangeio

fiproductisuchiasiconsumerigoodsi,ielectronicsi,ioriindustrialiequipmenti.

1.2iBELONGINGiSECTOR

VaruniBeveragesibelongsitoiaiFMCGisector.iFMCGimeansifastimovingiconsumerigoods.iItiisio

neiofitheilargestifranchiseesiofiPepsicoibeveragesiinitheiworld.iTheicompanyiprimarilyioperates

iinitheibeveragesiindustryiandiisiinvolveiinitheimanufacturing,imarketing,iandidistributioniofiai

wideirangeioficarbonatedisoftidrinksi(CSDs),inon-

carbonatedibeveragesi(NCBs),iandipackagediwater.

1.3iROLESiINiFMCGiSECTOR

1. Companyioverview:iVaruniBeveragesiisipartiofitheiRJiCorp,iaileadingidiversifiedibusin

essigroupibasediiniIndia.iItiwasiestablishediini1995iandihasisincegroenitoibecomeioneiof

itheilargestibottlingipartnersiofiPepsicoiglobally.

2. Productiportfolio:iTheicompany'siproductiincludesipopulariPepsiCoibrandsisuchiasiPep

si,iMountainiDew,iMirinda,i7Up,iSlice,iTropicana,iAquafina,iandimore.
 3. Distributioninetwork:iItihasianiwideirangeiofidistributioninetworkiianditheiriproductsiar

eidistributedithroughivariousichannelsiincludingiretailioutlets,isuperimarkets,irestaurant

s,iandionlineiplatforms.

4. Marketiposition:iItihasiestablishediaistrongipositioniinitheimarketianditheicompanyihasis

howniaisteadyigrowthiiniFMCGisector.

5. Geographicalipresence:iVaruniBeveragesioperatesiinivariousicountriesilikeiNepal,iSriiL

anka,iMorocco,iIndia,iZambiaiandiZimbabwe.

1.4iCOMPANYiIDENTITY

VaruniBeveragesilimitediisiaicompanyithatihandleiinibeverageiindustry.iItiiisilargestifranchisees

iofiPEPSICOiinitheiworld.iTheicompanyimarketsi,imanufactureiandidistributesiailargeirangeiofi

carbonatediandinonicarbonatediibeveragesiunderipepsicoibrand.

1.5iVISION

WEiWILLiBEiTHEiMOSTiADMIREDiBEVERAGEiCOMPANYiINiALLiOURiMARKETS
 i MISSION

“Whileirefreshingibillionsioficonsumersiwithiaivastiportfolioiofibeverageitouchingialliageigrou

p,iweishalliensureiaisuitableiecosystemiwithiaipositiveiimpactioniouriplanetiandiwellibeing.”
 1.6iGLOBALiFOOTPRINT

ServingiPEPSICOibeverageito,

1/6thiiofitheiworld’sipopulation

3iMillioni+ioutlet

37iManufacturingifacilities

6icountries
 1.7iHISTORY

1. VaruniBeveragesiLtd.iisiaileadingiIndianibeverageicompanyithatiprimarilyioperatesiinit

heicarbonatedisoftidrinksi(CSD)iandinon-

carbonatedibeveragesi(NCB)isegments.iCompanyiOverview:

• VaruniBeveragesiLtd.iwasifoundediini1995ibyiMr.iRaviiJaipuriaiandiisiheadquarterediin

iGurgaon,iHaryana,iIndia.

• ItiisioneiofitheilargestifranchiseesiofiPepsiCoigloballyiandihasiailong-

standingipartnershipiwithitheicompany.
 • Theicompanyiisiengagediinitheimanufacturing,ibottling,idistribution,iandimarketingiofia

iwideirangeioficarbonatedisoftidrinksi(CSD)iandinon-carbonatedibeveragesi(NCB).

Here'siaibriefihistoryiofiVaruniBeverages:

1. FormationiandiEarlyiYears:iVaruniBeveragesiwasifoundediini1995ibyiMr.iRaviiJai

puria,iwhoiisialsoitheichairmaniofitheicompany.iItistartediitsioperationsiiniAgra,iUttariPr

adesh,iIndia,iwithitheimanufacturingiandidistributioniofiPepsiCo'siproducts.

2. PartnershipiwithiPepsiCo:iIni1995,iVaruniBeveragesienterediintoiaistrategicipartner

shipiwithiPepsiCo,ibecomingitheirikeyibottlingipartneriiniIndia.iThisipartnershipiallowe

diVaruniBeveragesitoimanufacture,ibottle,idistribute,iandimarketiaiwideirangeiofiPepsi

Co'sibeverages,iincludingiPepsi,iMountainiDew,i7UP,iandiMirinda.

3. ExpansioniandiAcquisitions:iOveritheiyears,iVaruniBeveragesiexpandediitsioperati

onsithroughibothiorganicigrowthiandiacquisitions.iItiestablishedinewimanufacturingipla

ntsiacrossiIndiaitoienhanceiitsiproductioniandidistributionicapabilities.iAdditionally,ithe

icompanyiacquirediexistingiPepsiCoibottlingioperationsiinivariousiregionsiofiIndia,istre

ngtheningiitsimarketipresence.

4. InternationaliExpansion:iVaruniBeveragesiexpandediitsifootprintibeyondiIndiaibyiv
 enturingiintoiinternationalimarkets.iItiacquiredibottlingiplantsiandisecuredicontractsiwit

hiPepsiCoiinimultipleicountries,iincludingiNepal,iSriiLanka,iMorocco,iZambia,iZimbab

we,iandiEthiopia.iThisimoveienableditheicompanyitoitapiintoinewiconsumerimarketsian

didiversifyiitsirevenueistreams.

5. IPOiandiFinancialiGrowth:iIni2016,iVaruniBeveragesiwentipubliciwithiitsiinitialipu

bliciofferingi(IPO)iandigotilistedionitheiIndianistockiexchanges.iTheiIPOiwasiwellirecei

ved,ianditheicompanyiraisedisignificantifundsitoisupportiitsiexpansioniplans.iSubsequen

tly,itheicompanyiwitnessedisteadyifinancialigrowth,idrivenibyiincreasedivolumes,imark

etishareigains,iandioperationaliefficiencies

6. DiversificationiandiProductiPortfolio:iApartifromicarbonatedisoftidrinks,iVaruni

Beveragesiexpandediitsiproductiportfolioitoiincludeinon-

carbonatedibeveragesilikeijuices,imineraliwater,iandienergyidrinks.iItiintroducedisevera

lipopularibrandsisuchiasiTropicana,iGatorade,iAquafina,iandiStingiiniitsiportfolio,icateri

ngitoievolvingiconsumeripreferences.

7. SustainabilityiandiSocialiInitiatives:iVaruniBeveragesiisicommitteditoisustainabili

tyiandihasiimplementedivariousiinitiativesitoiminimizeiitsienvironmentaliimpact.iTheic

ompanyifocusesioniwatericonservation,ienergyiefficiency,iwasteimanagement,iandicom

munityidevelopmentiprograms.iItiaimsitoireduceiitsicarbonifootprintiandipromoteisustai

nableipracticesiacrossiitsioperations.
Today,iVaruniBeveragesiisioneiofitheilargestifranchiseesiofiPepsiCoiglobally,iwithiaistrongipre

senceiiniIndiaiandimultipleiinternationalimarkets.iTheicompanyicontinuesitoiexpandiitsioperati

ons,iinnovateiitsiproductiofferings,iandipursueisustainableigrowthistrategiesiinitheiever-

evolvingibeverageiindustry.

RaviiJaipuria

1.8iPRODUCTSiOFFERED

Varunibeveragesiofferiaiwideirangeiofiproductsiunderiitsiportfolio.iItiisiaifrenchiseeiofiPEPSIC
Oi,icompanyimanufacturei,imarketsiandidistributesiPEPSICO’Siwelliknownibrandsi.

Productiareiavailableiinivariousisizeiandipackagingi,iformatsiincludingicansi,ibottlei,ianditetraip

acksitoidifferenticonsumeripreferenceiandiconsumptionioccasions.

Iniadditionitoithisibrandsi,ivarunibeveragesihasialsoidiversifiediitsiproductiportfolioiusingivario

usifranchiseiiandialsoitakingitheirightsiforitheiproductioniandidistributioniofivariousidrinksisuch

iasitropicanaijuiceiinidifferentiregion.

Thisiofferiaicompanyiaiwideirangeiofinon-carbonatedibeveragesitoiitsiconsumers

Productiofferingimayivaryidependsionitheiregioniandiagreementsiiniplacei.

HereiareisomeiofitheiproductsiofferedibyiVaruniBeverages:-

1. CARBONATEDiSOFTiDRINKSi(CSDs):iVBiproduceiandidistributesiwidei

rangeioficarbonatedidrinksiunderiPEPSICOibrandiincludingi–
PEPSI
MIRINDA

7UP
 2. NONi–iCARBONATEDiBEVERAGESi:-iiTheyialsoiofferinon-

icarbonatedibeveragesisuchiasitropicanaijuicei,iAquafinaipackagediwateriandiliptoni

iceitea.

TROPICANAiJUICE-

theyiareiavailableiinimanyiflavourisuchiasistrawberryi,ipineapple,iappleietc
 LIPTONiICEiTEA

ENERGYiDRINKS:-

iVaruniBeveragesidistributesienergyidrinksilikeiMountainidewienergyiandiSting.
 MOUNTAINiDEW

STINGiENERGY

PACKEDiDRINKINGiWATERi:-

iTheyiprovideipackedidrinkingiwateriinibottlesiwithitheibrandinameiAQUAFINA.
 AQUAFINA

ENHANCEDiWATER:-

iTheyihaveiproductilikeigatoradei,iaiflavourediwateribeveragesithaticontainiaddedivitaminiandie

lectrolytes.
 GATORADE

1.9iPROBLEMiIDENTIFICATION

InternshipiisibeingidoneitoiKnowihowitheiNewiproductidevelopmentiisiexecutediinitheiMarket.

Theiexecutioniofinewiproductidevelopmentitypicallyiinvolvesiaiseriesiofistructurediprocessesia

ndiactivitiesiaimediatibringingiainewiproductitoitheimarket.iWhileitheispecificiapproachimayiva

ryidependingionitheiorganizationiandiindustry.

NewiProductiDevelopmentiisidoneibyifollowingitheiAnsoffiMatrixiiniwhichiitishowsitheicolum

niwhereitheiproductidevelopmentiisidone.

1.10iAnsoffiMatrixi

TheiAnsoffiMatrix,idevelopedibyiIgoriAnsoff,iisiaistrategiciplanningitoolithatihelpsiorganizatio
nsidetermineigrowthistrategiesiforitheiriproductsiandimarkets.iItiprovidesiaiframeworkiforianaly

zingifourigrowthistrategiesibasedionitwoidimensions:iproductiandimarket.iTheifouristrategiesio

utlinediinitheiAnsoffiMatrixiareiasifollows:

MarketiPenetration:iThisistrategyifocusesioniincreasingimarketishareiforiexistingiproductsii

niexistingimarkets.iTheigoaliisitoiattractimoreicustomersioriencourageiexistingicustomersitoipur

chaseimoreifrequently.iOrganizationsimayiemployitacticsisuchiasiaggressiveimarketingicampai
gns,ipriceiadjustments,iloyaltyiprograms,ioriproductienhancementsitoiachieveimarketipenetrati

on.

MarketiDevelopment:iMarketidevelopmentiinvolvesiintroducingiexistingiproductsitoinewimark

ets.iThisistrategyiaimsitoiexpanditheicustomeribaseibyireachinginewigeographicaliregionsioritar

getingidifferentimarketisegments.iItimayiinvolveienteringinewiinternationalimarkets,iexploringi

untappedimarketisegments,ioriexpandingidistributionichannelsitoireachiaiwideriaudience.

ProductiDevelopment:iProductidevelopmentistrategyiinvolvesicreatingiandilaunchinginewi

productsiorimodifyingiexistingiproductsitoimeetitheineedsioficurrentimarkets.iOrganizationsistr

iveitoienhanceitheiriproductiofferingsiandistayiaheadioficompetitorsibyiintroducingiinnovations

,iproductilineiextensions,ioriimprovements.

ProductiDevelopment:iProductidevelopmentistrategyiinvolvesicreatingiandilaunchinginewiprod

uctsiorimodifyingiexistingiproductsitoimeetitheineedsioficurrentimarkets.iOrganizationsistriveit

oienhanceitheiriproductiofferingsiandistayiaheadioficompetitorsibyiintroducingiinnovations,ipro

ductilineiextensions,ioriimprovements.iTheiobjectiveiisitoiattractiexistingicustomersiandicaptur

eiailargerishareiofitheirispending.

1.11iPROJECTSiASSIGNEDiDURINGiINTERNSHIP

1. MarketiExecutioniforiNewiproductilaunchiofi7UPi500mli@20
 2. PerformingiMarketiExecutioniforiPepsiiBlack,iMountainiDewiandiCreamiBell.

3. Marketingiforinewiproductilaunchii.e.iGatoradeii0%isugari250mli@20

4. PreparingiReportiforieveryimarketiexecution

5. Promotinginewiproductiinitheimarket

1.12iMarketiExecutioniSignificance

Marketiexecutioniisiaicrucialiaspectiofianyibusinessiorieconomicisystem.iItirefersitoitheiprocessi

ofiimplementingiandicarryingioutimarketingistrategiesiandiactivitiesitoiachieveitheiorganization

'sigoalsiandiobjectives.iTheisignificanceiofimarketiexecutionicanibeiseeniiniseveraliareas:

1. Achievingibusinessiobjectives:iEffectiveimarketiexecutioniensuresithatitheiorganization

'simarketingistrategiesiandiplansiareitranslatediintoiaction.iItihelpsiiniachievingivariousi

businessiobjectivesisuchiasiincreasingimarketishare,igeneratingisalesirevenue,iexpandin

giintoinewimarkets,iandibuildingibrandiequity.

2. Competitiveiadvantage:iMarketiexecutioniplaysiaivitaliroleiinigainingiaicompetitiveiedg

eiinitheimarketplace.iByieffectivelyiexecutingimarketingistrategies,ibusinessesicanidiffe
 rentiateithemselvesifromicompetitors,icreateiuniqueivalueipropositions,iandipositionithe

mselvesiasileadersiinitheiriindustry.

3. Customerisatisfaction:iMarketiexecutioniinvolvesiunderstandingicustomerineeds,iprefe

rences,iandibehaviors.iByieffectivelyiexecutingimarketingiactivities,ibusinessesicanideli

veriproductsiandiservicesithatimeeticustomeriexpectations,iresultingiinihighericustomeri

satisfactioniandiloyalty.

4. Marketiresponsiveness:iMarketsiareidynamiciandiconstantlyievolving.iEffectiveimarket

iexecutionienablesibusinessesitoiquicklyiresponditoimarketichanges,iemergingitrends,ia

ndicustomeridemands.iItiallowsithemitoiadaptitheirimarketingistrategies,ilaunchinewipr

oductsioriservices,iandiseizeiopportunitiesiiniaitimelyimanner.

5. Resourceioptimization:iMarketiexecutioniinvolvesiallocatingiandiutilizingiresourcesieff

iciently.iByieffectivelyiexecutingimarketingiactivities,ibusinessesicanioptimizeitheirima

rketingibudgets,istreamlineiprocesses,iandiallocateiresourcesitoitheimostipromisingimar

ketingichannelsiandiinitiatives,imaximizingireturnioniinvestment.

6. Measurementiandianalysis:iMarketiexecutionirequiresimonitoringiandianalyzingimarket

ingiperformance.iItiinvolvesitrackingikeyimetrics,isuchiasisalesirevenue,imarketishare,ic

ustomeriacquisitionicosts,iandicustomerilifetimeivalue.iByimeasuringiandianalyzingima

rketingiresults,ibusinessesicaniassessitheieffectivenessiofitheiristrategies,iidentifyiareasif
 oriimprovement,iandimakeidata-drivenidecisions.

Overall,imarketiexecutioniisisignificantibecauseiitibridgesitheigapibetweenimarketingistrate

gyiandiimplementation.iItiensuresithatimarketingieffortsiareieffectivelyiexecuted,iresultingii

nibusinessisuccess,icustomerisatisfaction,iandiaicompetitiveiadvantageiinitheimarketplace.

1.13iOBJECTIVEiOFiTHEiSTUDY

• Marketiexecutioniforitheinewiproductilaunch.

• Toiincreaseitheireachiofitheiproduct.

• Evaluatingitheicompetitorsistrategy.

• Toifindioutimajoriproblemifacedibyiretailersiandiwholesellers.

1.14iNEEDiOFiTHEiSTUDY

• Toiaccessitheicurrentipositioniofivarunibeveragesi.

• Toigainiinsightsiintoiconsumeribehaviour.

• Helpsiinimarketipenetration.

1.15iLIMITATION

• Researchiisibasediwithiniaiparticulariarea.

• Treatiretaileriasianiendicustomer.
 CHAPTERi2

RESEARCHiDESIGN

RESEARCHiDESIGNiOFiVARUNiBEVERAGESiLIMITED

Objective:iClearlyidefineitheiobjectiveiofitheiresearchistudy.iForiexample,itheio

bjectiveicouldibeitoiunderstandiconsumeripreferencesiandibuyingibehaviorirelat

editoiVaruniBeverages'iproducts.

ResearchiQuestions:iDevelopispecificiresearchiquestionsithatiwillihelpiaddressit

heiobjective.iTheseiquestionsishouldibeifocusediandimeasurable.iForiinstance:

a.iWhatiareitheikeyifactorsiinfluencingiconsumers'ichoiceiofiVaruniBeverages'ip

roducts?

b.iHowidoiconsumersiperceiveitheiqualityianditasteiofiVaruniBeverages'iproduct

sicompareditoicompetitors?

c.iWhatiareitheimostieffectiveimarketingichannelsiforipromotingiVaruniBeverag

es'iproducts?

Sampling:iDetermineitheitargetipopulationiforitheiresearchistudy.iThisicouldibe

idefinedibyidemographicifactorsi(age,igender,ilocation)iorispecificiconsumerise

gments.iDecideionitheiappropriateisamplingimethod,isuchiasirandomisamplingio

ristratifiedisampling,itoiselectiparticipantsiwhoirepresentitheitargetipopulation.

a.iSurveys:iDevelopiaistructurediquestionnaireitoicollectiquantitativeidataifromi

consumers.iTheisurveyicouldibeiconductedithroughionlineiplatforms,itelephonei
interviews,ioriface-to-faceiinteractions.

b.iFocusiGroups:iOrganizeifocusigroupidiscussionsiwithiselectediparticipantsit

oigatheriqualitativeiinsightsiandiin-

depthiopinionsiaboutiVaruniBeverages'iproducts.

c.iInterviews:iConductione-on-

oneiinterviewsiwithikeyistakeholders,isuchiasidistributorsioriretailers,itoiunderst

anditheiriperspectiveioniVaruniBeverages'iproductsiandimarketidynamics.

d.iObservation:iEmployiobservationalitechniquesitoicollectidataioniconsumerib

ehavior,isuchiasitrackingipurchasingipatternsiiniretailistoresiorianalyzingisociali

mediaiconversationsiaboutiVaruniBeverages'iproducts.

DataiAnalysis:iChooseiappropriateidataianalysisitechniquesitoiprocessiandiinter

pretitheicollectedidata.iThisicouldiincludeistatisticalianalysisiofisurveyiresponse

s,ithematicianalysisiofiqualitativeidataifromifocusigroupsiandiinterviews,ioricont

entianalysisiofisocialimediaidata.

EthicaliConsiderations:iEnsureitheiresearchistudyiadheresitoiethicaliguidelines

.iProtectiparticipantiprivacyiandiconfidentiality,iobtainiinformediconsent,iandim

aintainidataisecurity.

TimelineiandiResources:iDevelopiaitimelineiforitheiresearchistudy,ioutliningik

eyimilestonesiandideadlines.iAllocateinecessaryiresourcesisuchiasipersonnel,ibu

dget,ianditechnologyirequirediforidataicollectioniandianalysis.

Reporting:iPrepareiaicomprehensiveireportithatisummarizesitheiresearchifinding

siandiprovidesiactionableiinsightsiforiVaruniBeveragesiLimited.iTheireportisho

uldiincludeianiexecutiveisummary,imethodology,ikeyifindings,iconclusions,iand
irecommendations.

Validation:iConsiderivalidatingitheiresearchifindingsithroughiadditionaliresearc

hioribyiconductingiaipilotistudyibeforeiimplementingimajorichangesibasedionith

eiresults.

ContinuousiImprovement:iMonitoritheieffectivenessiofianyiactionsitakenibase

dionitheiresearchifindingsiandicontinuouslyievaluateiandiimproveitheiresearchid

esigniforifutureistudies.

2.1iDATAiCOLLECTIONiDESIGN

Aiplaniforiusingiaicertainitechniqueitoicollectiinformationiisicallediaidataicollect

ionidesign.iDataicollectionidesignsiareideterminedibyitacticsiratherithanibyiparti

cularicircumstances.iTheiexactisameidataicollectionimethodologiesiareiusediinir

esearchiandiassessment.

Aiwayiforihandlingitheiresearchiproblemimethodicallyiisicallediresearchimethod

ology.iItimightibeiunderstoodiasiaiscienceithatifocusesionitheideductiveiprocessi

oficonductingiresearch.iWhyiaicertainiresearchitopiciwasichosen,ihowitheistudyi

problemiwasidefined,ihowiandiwhyitheihypothesisiwasideveloped,ietc.iBasedion

itheimethodsiusediforigathering,iDataicanibeidividediintoifouriprimaryicategorie

s:iobservational,iexperimental,isimulation-

based,iandigenerated.iTheinatureiofitheiresearchidataiyouigathericouldihaveianii

mpactionihowiyouimanageithatidata.iForiinstance,iadditionalibackupimethodsiar

einecessaryiforidataithatiisidifficultioriimpossibleitoireplacei(suchiasitheirecordin

giofianieventiatiaipreciseitimeiandilocation)iiniorderitoiloweritheiriskiofidatailoss.

Initheiprojectiwork,iPrimaryiknowledgeiandisecondaryiknowledgei(both)isource

siofiknowledgeiareiused.

Selectidataicollectionimethods:iChooseitheimostiappropriateimethodsitoicollecti
 dataifromitheiidentifiedisources.iSomeicommonimethodsiinclude:

• Surveys:iDesigniandidistributeisurveysitoicustomers,isuppliers,ioriemployeesitoigatheris

pecificiinformationiorifeedback.

• Interviews:iConductiface-to-

faceioritelephoneiinterviewsiwithikeyistakeholdersitoiobtainiqualitativeiinsights.

• Observations:iObserveiandirecordidataioniprocesses,icustomeribehavior,ioriotherireleva

ntiaspectsiofitheibusiness.

• Existingidataianalysis:iAnalyzeipre-

existingidataiwithinitheiorganizationitoiextractiinsightsiandiidentifyipatterns.

2.2iDATAiCOLLECTIONiMETHODS-

Meetingitheicustomersiobjectivesi,iitirequiresiknowingiwhereitoisearchi,ihowitoilook

i,iandiwhatitoilookifori.iasiairesult,iacquiringidataiisiaisignificantiandicruitialicompon

entiofieveryimarketer.iByicollectingidataifromidifferentisourcesiweicanigatheriinfor

mationiabouticustomeritasteiandipreferencesi,icustomeriloyaltyitowardsiproduct,icus

tomeribrandiconsciousi,ihowitheiproductiisireachingitoitheimarket,ietc.

PrimaryiData:

Primaryidataiareithoseidataiwhichiareicollectediatitheiinitialistageiofitheidataicollecti

on.iInformationithatiareicollectedibyiworkingicloselyiwithitheiendiusers.

Inithisiprojectiouriendiuseriisiretailersisoiforicollectingiprimaryidataiweihaveitoideali

withitheiretailers.iWeidirectlyiapproachitoitheiretailersiforitheiinformationithatiisireq

uirediforitheiresearch.iDataithatiweicollectioniaiprimaryibasesiare:

• Observingiwhereiouricompanyisignagesiareiandialsoiwhereiouricompetitorsi

signages

• Maintainingidataiaboutitheisignagesiandicalculatingisignageiindex
 • Knowingitheiretailersirequirementsiforiouriproducts

• Observingihowiouriproductiiniexecutediinitheimarket

• Collectingitheidirectifeedbacksifromitheiretailers

SecondaryiData:

Secondaryidatairefersitoidataithatiwasipreviouslyicollectediforiaidifferentipurposeibe

sidesitheiresearchiatihand.iThisimeansitheidataihasialreadyibeenicollected,igenerallyi

byianotheriindividualioriorganization.iSecondaryidataiisiusediforidifferentipurposesi

buticanibeiusedispecificallyiinimarketingiresearch.

Ouricollectediprimaryidataiisisecondaryiforitheicompany.iCompanyiusesiouridataiasi

aisecondaryidataiiniexecutioniofitheimarket.iSoitheicompanyicaniuseitheidataiinidiffe

rentiwaysitoiresolveitheiriproblemiandiissuesioccursiinitheimarket.

2.3iRESEARCHiINSTRUMENTiUSEDiFORiSTUDY

QuestionnaireiMethod:

Initheistudy,itheiquestionnaireiwasisentitoitheipersoniconcernediwithiairequestitoiansweritheique

stionsiandireturnitheiquestionnaireiaiquestionnaireiconsistsiofiainumberiofiquestionsitypediiniai

definiteiorderioniaisetiofiforms.iTheirespondentsihaditoiansweritheiquestionionitheiriown.

Samplingiformula:

Aisampleidesigniisiaipredeterminedimethodiforiselectingiaisampleifromiaiparticularipopulation.i

Itimakesireferenceitoitheiprocedureiorimethoditheiresearcheriwouldiemployiwheniselectingitheii

temsiforitheisample.iTheiprocessiofidecidingihowibigitheisampleishouldibe,iorihowimanyiobject
sitoiinclude,iisialsoiairesultiofisampleidesign.iBecauseiofithis,iaisampleidesigniisichoseniprioritoi

dataicollection.

Sampleidesignisteps:

•iTheiuniverse'sitype:iInitheiinitialistage,itheiresearcherimustibeiknowledgeableiandicleariabouti

theistudyiofitheicosmos.iItiisiimpossibleitoidetermineiwhetheritheiuniverseiisiinfiniteiorifinitei(t

heinumberiofiitemsiisinotiknown).

•iSamplingiunit:iPrioritoiselectingiaisample,iaidecisioniregardingiaisamplingiunitimustibeimade.

iTheisamplingiuniticanibeiaisocialiunitilikeiaifamily,iclub,iorischool,iaigeographicaliunitilikeiaist

ate,idistrict,iorivillage,ioriaibuildingitypeilikeiaihouseioriapartment.

•iSourceilist:iThei"samplingiframe"ifromiwhichitheisampleiwillibeidrawniisitheisourceilist.iItico

ntainsitheinamesiofieverythingiinitheiuniverse.iTheisourceilistishouldibeicomprehensive,iaccura

te,ireliable,iandiacceptable,iandiitishouldibeirepresentativeiofitheigeneralipublic.

•iSizeiofisample:iTheiquantityiofiuniverseiobjectsitoibeiselectediasiaisampleiisireferreditoias

theisampleisize.iTheirightisampleisizeiisiaichallengeiforitheiresearcher.iTheisize

mustibeiideal—neitheritooilargeinoritooismall.iAniidealisampleiisioneithat

meetsitheirequirementsiforiefficiency,irepresentativeness,idependability,iand

flexibility.iTheigoalsiofitheistudyishouldibeiconsiderediwhenideterminingithe

sampleisize.iBudgetaryirestrictions,ioritheicosticomponent,ishouldialsoibe
considered.

•iSamplingiprocedure:iInitheifinalistageiofisampleidesign,iairesearcherimustidecideionitheitypei

ofisampleithatiwillibeiused,ithatiis,itheiproceduresitoibeiusediiniselectingitheisample'siitems.

DataiAnalysisiDesign

Dataianalysisiisitheieffectiveiapplicationiofifactualiandiintelligentitechniquesitoieffectivelyiport

rayitheidataiscope,imodularizeitheidataistructure,icollectitheidataiportrayal,ishowithroughipictur

es,itables,iandicharts,iandiassessiquantifiableitendencies,ilikelihoodidata,iandiinferisignificantie

nds.

Methodsiusediforidataianalysis:

QuantitativeiAnalysisi2)StatisticaliAnalysis

QuantitativeiAnalysis:

Quantitativeianalysisi(QA)iisiaimethodiforistudyingibehaviorithatimakesiuseiofimathematicalia

ndistatisticalimodelling,imeasurement,iandiinvestigation.iAiparticularirealityiisirepresentedibyia

inumberibyiquantitativeianalysts.

StatisticaliAnalysis:

Theigatheringiandievaluationiofidataiforistatisticalianalysisiisidoneitoifindipatternsianditrends.iIt

ibelongsitoidataianalytics.iIniinstancesilikeiobtainingiresearchiinterpretations,istatisticalimodelli

ng,ioricreatingisurveysiandistudies,istatisticalianalysisimightibeiapplied.

RowiLabels CountiofiSIGNAGEiCOCAiCOLA CountiofiPEPSIiSIGNAGE

DHANAS 10
CHAMANiCONFECTIONARY 1
JANTAiKARYANAiSTORE 1
KCiPROVISIONALiSTORE 1
MUNNAiCONFECTIONARY 1
PIZZAiBAR 1
RANAiDEPARTMENTALiSTORE 1
 ROYALiCONFECTIONARY 1
SHAMAiDHABA 1
SHYAMiFASTiFOOD 1
SPSiANDiSONSiKARYANAiSTORE 1
MANIMAJRA 5
BHARATiDEPARTMENTALiSTORE 1
KISSANiLALiBHARATiPETROLEUM 1
RAHOiJUICEiBAR 1
SETHiCONFECTIONARY 1
SHIViSHANKARiCONF 1
SARANGPUR 3
ARYAiDIiHATTI
GUPTAiKARYANAiSTTORE 1
RADHAiKRISHNAiKARYANA 1
TALWARiDAIRYiMILKBAR 1
SECTORi13 1
JAINiBAKERS 1
SECTORi18 2
MAKKARiPROVISIONiANDiGENERAL 1
SETHIiCONFECTIONARY 1
SECTORi20 3
DISCOUNTiSUPERiMARKET 1
NUiFARMiMARKET 1
OMiSUPERiMARKET 1
SECTORi23 3 3
SECTORi23 2 2
SECTORi23 1 1
SECTORi24 4 4
SECTORi27 3
SECTORi29 7 7
SECTORi29 1 1
SECTORi31 4
SECTORi31 1
SECTORi37 4
SECTORi38 5 7
SECTORi40 6 7
SECTORi40 1 1
SECTORi46 7 7
SECTORi47 5 5
SECTORi7 2
GrandiTotal 42 83

2.5iOperationaliDesign

VaruniBeveragesiisiaileadingibeverageicompanyithatioperatesiinitheiIndianisubcontinent.iHowi

aibeverageicompanyilikeiVaruniBeveragesimightidesigniitsioperations.
• ManufacturingiandiSourcing:iVaruniBeveragesilikelyihasiitsiownimanufacturingifaci

litiesiwhereiitiproducesiaiwideirangeiofibeverages.iTheseifacilitiesimayiincludeibottlingi

plants,iproductionilines,iqualityicontrolilabs,iandiwarehousingifacilities.

• DistributioniNetwork:iVaruniBeveragesiwouldihaveianiextensiveidistributioninetwork

itoiensureiitsiproductsireachiretailersiandiconsumersiefficiently.iThisinetworkiwouldiinv

olveiwarehouses,idistributionicenters,iandiaifleetiofivehiclesiforitransportation.

• SalesiandiMarketing:iVaruniBeveragesiwouldihaveiaidedicatedisalesiandimarketingite

amiresponsibleiforipromotingiandisellingiitsiproducts.

• QualityiControliandiAssurance:iMaintainingiconsistentiproductiqualityiisicrucialifori

aibeverageicompany.iVaruniBeveragesiwouldihaveiqualityicontrolimeasuresiiniplaceithr

oughoutitheiproductioniprocessitoiensureiadherenceitoistandardsiandiregulations.

• SupplyiChainiManagement:iEffectiveisupplyichainimanagementiisiessentialiforiaibev

erageicompanyitoiensureiaisteadyiflowiofirawimaterialsianditimelyideliveryiofifinishedi

products.

• ResearchiandiDevelopment:iToistayicompetitiveiandimeetievolvingiconsumeriprefere

nces,iVaruniBeveragesiwouldiinvestiiniresearchiandidevelopmentiactivities.iThisiinclud

esidevelopinginewiflavors,iformulations,iandipackagingidesigns,iasiwelliasiimprovingie

xistingiproductsiandiprocesses.
• SustainabilityiInitiatives:iInirecentiyears,imanyicompanies,iincludingibeverageicompa

nies,ihaveifocusedionisustainabilityiandienvironmentalistewardship.iVaruniBeveragesi

mayihaveiimplementediinitiativesitoireduceiwateriusage,ienergyiconsumption,iandiwast

eigeneration.iTheyimayialsoiexploreieco-

friendlyipackagingioptionsiandiengageiinicommunityiinitiatives.
 CHAPTERi3

DATAiANALYSISiANDiINTERPRETATION

3.1iSINAGEiINDEX

SinageiofiPepsiivsiCoke

Ifipepsiisinagei>icokeisinagei,ithenimarketipresenceiofiPepsiiisibetteri,

IfiCokeisinagei>Pepsiisinage,ithenimaketipresenceiofiCokeiisibetter.

Hereiisitheidata:-

RowiLabels CountiofiPEPSIiSIGNAGE CountiofiSIGNAGEiCOCAiCOLA

DADUiMAJRA 3 1
DHANAS 8
MALOYA 1 2
MANIMAJRA 4
SARANGPUR 3
SECTORi13 1
SECTORi18 2
SECTORi20 1
SECTORi23 3
SECTORi23i 2
SECTORi23ii 1
SECTORi24 4 1
SECTORi27 3
SECTORi29 2 7
SECTORi29i 1 1
SECTORi31 2
SECTORi31i 1
SECTORi37 4
SECTORi38 2 5
SECTORi39 1 1
SECTORi40 3 5
SECTORi40i 1
SECTORi46 4 5
SECTORi47 5 2
SECTORi56 5
SECTORi7 2
GrandiTotal 64 35
3.2iGraphicalipresentationiofisinagei:-
 3.3iPICINGiINDEX

Net
Trade
Distribu MRP Bttls/Ca MRP/Ca Landing TS Discou
Date Unit Town Distributor Name Outlet Name Brand name Pack/SKU-1 Price/Ca
tor Code /pic ses ses Cost/Ca /Case nt %
ses
ses
04-07-2023 HPC Chd 147161 GPC Foods Pvt Ltd Around the Clock Nimbooz 250ml pet 20 30 600 550 525 75 13%
HPC Chd 147162 GPC Foods Pvt Ltd Around the Clock Pepsi 750ml pet 40 24 960 910 790 170 18%
HPC Chd 147163 GPC Foods Pvt Ltd Around the Clock M.dew 1.25 ltr pet 50 12 600 540 525 75 13%
HPC Chd 147164 GPC Foods Pvt Ltd Around the Clock Pepsi 2ltr pet 80 9 720 670 617.5 103 14%
04-07-2023 HPC Chd 147165 GPC Foods Pvt Ltd Ashoka Provision store M.dew 400ml pet 20 30 600 550 525 75 13%
04-07-2023 HPC Chd 147166 GPC Foods Pvt Ltd Fresh juice bar M.dew 400ml pet 20 30 600 550 525 75 13%
05-07-2023 HPC Chd 147167 GPC Foods Pvt Ltd Pal Resorts Everess Soda 750ml pet 20 24 480 340 290 190 40%
HPC Chd 147168 GPC Foods Pvt Ltd Pal Resorts Pepsi 400ml pet 20 30 600 550 515 85 14%

HPC Chd 147169 GPC Foods Pvt Ltd Pal Resorts Slice 200ml Pet 20 30 600 560 468 132 22%

04-07-2023 HPC Chd 147170 GPC Foods Pvt Ltd Shiv pan House M.dew 2ltr pet 80 9 720 670 600 120 17%
06-07-2023 HPC Chd 147171 GPC Foods Pvt Ltd Vita 49 M.dew 400ml pet 20 30 600 550 525 75 13%
HPC Chd 147172 GPC Foods Pvt Ltd Vita 49 Pepsi 400ml pet 20 30 600 550 525 75 13%
HPC Chd 147173 GPC Foods Pvt Ltd Vita 49 M.dew 2ltr pet 80 9 720 670 600 120 17%
06-07-2023 HPC Chd 147174 GPC Foods Pvt Ltd UIET Canteen Slice 600 ml Pet 40 24 960 960 730 230 24%
06-07-2023 HPC Chd 147175 GPC Foods Pvt Ltd New Bajaj confectionery Mirinda Orange 400ml pet 20 30 600 550 515 85 14%
HPC Chd 147176 GPC Foods Pvt Ltd New Bajaj confectionery M.dew 400ml pet 20 30 600 550 515 85 14%
HPC Chd 147177 GPC Foods Pvt Ltd New Bajaj confectionery Pepsi 400ml pet 20 30 600 550 515 85 14%
HPC Chd 147178 GPC Foods Pvt Ltd New Bajaj confectionery M.dew 250ml Can 35 24 840 690 690 150 18%
HPC Chd 147179 GPC Foods Pvt Ltd New Bajaj confectionery NMS 750ml pet 40 24 960 910 790 170 18%
 COMPETITIONiPRICINGiINDEX

Trade Net
Distribu MRP Bttls/Ca MRP/Ca Discoun
Unit Town Distributor Name Outlet Name Brand name Pack/SKU-1 Price/Ca Landing TS /Case Scheme(If any)
tor Code /pic ses ses t%
ses Cost/Cases
HPC Chd 147161 GPC Foods Pvt Ltd Around the clock Fanta 250ml pet 20 28 560 490 490 70 13%
HPC Chd 147161 GPC Foods Pvt Ltd Around the clock Coke 250ml pet 20 28 560 490 490 70 13%
HPC Chd 147161 GPC Foods Pvt Ltd Around the clock Sprite 250ml pet 20 28 560 490 490 70 13%
HPC Chd 147161 GPC Foods Pvt Ltd Around the clock Thumbs up 250ml pet 20 28 560 490 490 70 13%
HPC Chd 147161 GPC Foods Pvt Ltd Around the clock Mazza 600ml pet 40 24 960 760 760 200 21%
HPC Chd 147161 GPC Foods Pvt Ltd Around the clock Kinley soda 750ml pet 20 24 480 300 300 180 38%
HPC Chd 147161 GPC Foods Pvt Ltd Around the clock Sprite 1ltr pet 50 15 750 650 650 100 13%
HPC Chd 147161 GPC Foods Pvt Ltd Around the clock Limca 1ltr pet 50 15 750 650 650 100 13% Promo Coke 250ml with 2ltr pet bottle
HPC Chd 147161 GPC Foods Pvt Ltd Around the clock Coke 2ltr pet 95 9 855 750 750 105 12%
HPC Chd 147161 GPC Foods Pvt Ltd Around the clock Limca 2ltr pet 95 9 855 750 750 105 12%
HPC Chd 147161 GPC Foods Pvt Ltd Around the clock Sprite 2ltr pet 95 9 855 750 750 105 12%
HPC Chd 147161 GPC Foods Pvt Ltd Around the clock Mazza 250ml pet 20 30 600 525 525 75 13%
Minute maid pulpy
HPC Chd 147161 GPC Foods Pvt Ltd Around the clock 250ml pet 20 30 600 525 525 75
orange 13%
HPC Chd 147161 GPC Foods Pvt Ltd Shiv pan house Coke 250ml pet 20 28 560 490 490 70 13%
HPC Chd 147161 GPC Foods Pvt Ltd Shiv pan house Limca 250ml pet 20 28 560 490 490 70 13%
HPC Chd 147161 GPC Foods Pvt Ltd Fresh Juice Corner Thumbs up 250ml pet 20 28 560 490 490 70 13%
HPC Chd 147161 GPC Foods Pvt Ltd Fresh Juice Corner Coke 250ml pet 20 28 560 490 490 70 13%
HPC Chd 147161 GPC Foods Pvt Ltd Fresh Juice Corner Limca 250ml pet 20 28 560 490 490 70 13%
HPC Chd 147161 GPC Foods Pvt Ltd Fresh Juice Corner Sprite 250ml pet 20 28 560 490 490 70 13%
HPC Chd 147161 GPC Foods Pvt Ltd Fresh Juice Corner Coke 500ml pet 30 24 720 620 602 118 16% 250ml thumbs up charged with 500ml case
HPC Chd 147161 GPC Foods Pvt Ltd Fresh Juice Corner Limca 500ml pet 30 24 720 620 602 118 16% 250ml thumbs up charged with 500ml case
HPC Chd 147161 GPC Foods Pvt Ltd Fresh Juice Corner Coke 1ltr pet 50 15 750 650 650 100 13%
HPC Chd 147161 GPC Foods Pvt Ltd Fresh Juice Corner Limca 1ltr pet 50 15 750 650 650 100 13%
HPC Chd 147161 GPC Foods Pvt Ltd Fresh Juice Corner Coke 2ltr pet 95 9 855 750 750 105 12%
HPC Chd 147161 GPC Foods Pvt Ltd Ashoka Provision Store Limca 250ml pet 20 28 560 490 473 87 16% Charged by thumbsup 250ml with 250ml case
HPC Chd 147161 GPC Foods Pvt Ltd Ashoka Provision Store Coke 250ml pet 20 28 560 490 473 87 16% Charged by thumbsup 250ml with 250ml case
HPC Chd 147161 GPC Foods Pvt Ltd Ashoka Provision Store Coke 500ml pet 30 24 720 620 594 126 18% Coke zero 750ml with 500ml case
HPC Chd 147161 GPC Foods Pvt Ltd Ashoka Provision Store Limca 500ml pet 30 24 720 620 594 126 18% Coke zero 750ml with 500ml case
HPC Chd 147161 GPC Foods Pvt Ltd Pal Resorts Pvt Ltd Thumbs up 1ltr pet 50 15 750 650 650 100 13%
HPC Chd 147161 GPC Foods Pvt Ltd Pal Resorts Pvt Ltd Diet Coke 330 ML 40 24 960 760 760 200 21%
HPC Chd 147161 GPC Foods Pvt Ltd Pal Resorts Pvt Ltd Coke 250ml pet 20 28 560 490 490 70 13%
HPC Chd 147161 GPC Foods Pvt Ltd Pal Resorts Pvt Ltd Coke 500ml pet 30 24 720 620 605 115 16% 250ml thumbs up charged with 500ml case
HPC Chd 147161 GPC Foods Pvt Ltd Pal Resorts Pvt Ltd Kinley water 1ltr pet 20 12 240 110 110 130 54%
HPC Chd 147161 GPC Foods Pvt Ltd Pal Resorts Pvt Ltd Limca 500ml pet 30 24 720 620 605 115 16% 250ml thumbs up charged with 500ml case
HPC Chd 147161 GPC Foods Pvt Ltd Pal Resorts Pvt Ltd Sprite 500ml pet 30 24 720 620 605 115 16% 250ml thumbs up charged with 500ml case
HPC Chd 147161 GPC Foods Pvt Ltd Pal Resorts Pvt Ltd Thumbs up 250ml pet 20 28 560 490 490 70 13%
HPC Chd 147161 GPC Foods Pvt Ltd Pal Resorts Pvt Ltd Thumbs up 500ml pet 30 24 720 620 605 115 16% 250ml thumbs up charged with 500ml case
HPC Chd 147161 GPC Foods Pvt Ltd Pal Resorts Pvt Ltd Coke 1ltr pet 50 15 750 650 650 100 13%
HPC Chd 147161 GPC Foods Pvt Ltd Vita booth 49 Mazza 125ml Tetra 10 40 400 312 312 88 22%
HPC Chd 147161 GPC Foods Pvt Ltd Vita booth 49 Limca 2ltr pet 95 9 855 750 733 122 14% Promo Coke 250ml with 2ltr pet bottle
HPC Chd 147161 GPC Foods Pvt Ltd Vita booth 49 Coke 750ml pet 40 24 960 790 774 186 19% Thumbs up charged with 750ml case
HPC Chd 147161 GPC Foods Pvt Ltd Vita booth 49 Mazza 1.75ltr pet 105 6 630 550 497 133 21% 3 btls mazza aam panna 250ml with mazza 1.75Ltr pack
HPC Chd 147161 GPC Foods Pvt Ltd Kamal Enterprises Coke 250ml pet 20 28 560 490 473 87 16% 250ml thumbs up charged with 250ml case
HPC Chd 147161 GPC Foods Pvt Ltd Kamal Enterprises Kinley water 300 ML 8 24 192 125 125 67 35%
HPC Chd 147161 GPC Foods Pvt Ltd Kamal Enterprises Sprite 250ml pet 20 28 560 490 473 87 16% 250ml thumbs up charged with 250ml case
HPC Chd 147161 GPC Foods Pvt Ltd Kamal Enterprises Coke Zero 250ml pet 20 28 560 490 473 87 16% 250ml thumbs up charged with 250ml case
HPC Chd 147161 GPC Foods Pvt Ltd Anand Departmental Coke 250ml pet 20 28 560 490 490 70 13%
HPC Chd 147162 GPC Foods Pvt Ltd Anand Departmental Mazza 250ml pet 20 30 600 525 525 75 13%
HPC Chd 147163 GPC Foods Pvt Ltd Anand Departmental Limca 2ltr pet 95 9 855 750 750 105 12% Promo Coke 250ml with 2ltr pet bottle
HPC Chd 147164 GPC Foods Pvt Ltd Pankaj Pan House Sprite 1ltr pet 50 15 750 650 650 100 13%
HPC Chd 147165 GPC Foods Pvt Ltd Pankaj Pan House Thumbs up 1ltr pet 50 15 750 650 650 100 13%
HPC Chd 147166 GPC Foods Pvt Ltd Pankaj Pan House Diet Coke 180ml Can 25 36 900 725 725 175 19%
HPC Chd 147167 GPC Foods Pvt Ltd Pankaj Pan House Kinley water 1ltr pet 20 12 240 120 120 120 50%
HPC Chd 147168 GPC Foods Pvt Ltd Pankaj Pan House Mazza 600ml pet 40 24 960 760 742 218 23% 1 Btl Mazza aampanna 250ml with mazza 600ml pack
HPC Chd 147169 GPC Foods Pvt Ltd Pankaj Pan House Coke 1ltr pet 50 15 750 650 650 100 13%
HPC Chd 147170 GPC Foods Pvt Ltd Pankaj Pan House Mazza 250ml pet 20 30 600 525 525 75 13%
HPC Chd 147171 GPC Foods Pvt Ltd Maini departmental store Sprite 1ltr pet 50 15 750 650 650 100 13%
HPC Chd 147172 GPC Foods Pvt Ltd Maini departmental store Thumbs up 1ltr pet 50 15 750 650 650 100 13%
HPC Chd 147173 GPC Foods Pvt Ltd Maini departmental store Fanta 1ltr pet 50 15 750 650 650 100 13%
HPC Chd 147174 GPC Foods Pvt Ltd Maini departmental store Limca 250ml pet 20 28 560 490 490 70 13%
HPC Chd 147175 GPC Foods Pvt Ltd Maini departmental store Thumbs up 250ml pet 20 28 560 490 490 70 13%
HPC Chd 147176 GPC Foods Pvt Ltd Maini departmental store Sprite 250ml pet 20 28 560 490 490 70 13%
HPC Chd 147177 GPC Foods Pvt Ltd Maini departmental store Kinley soda 750ml pet 20 24 480 300 300 180 38%
 3.4iFINDINGS

LRB:iTheiliquidirefreshmentibeveragei(LRB)imarketiencompassesiCSDs,ibottlediwater,iready

-to-drinki(RTD)icoffeeianditea,ifruitibeverages,ienergyidrinks,iandisportsibeverages.

CSD:iCarbonatedisoftidrinksiareigenerallyisweet,inon-

alcoholicieffervescentibeverages.iSomeiexamplesiofiCSDiareiiPepsi,iDietiPepsi,iSeven-

Up,iMirindaiOrange,iMirindaiLemon,iMountainiDew,i7up,iSting,ietc.

NCBi:iNon-

CarbonatediBeveragesiincludingiTropicanaiSlice,iTropicanaiJuicesi(100%,iDelight,iEssentials)

,iNimbooz,iSlice,iasiwelliasipackagedidrinkingiwateriunderitheibrandiAquafina.iItialsoihasidairy

ibasedibeveragesiunderitheibrandiCreamibell.
TOTALiSALESiCY22

BSD:iBottledisoftidrinksimeansianyicomplete,ireadyitoiconsume,inonalcoholicidrink,iwhetheric

arbonatediorinot,icommonlyireferreditoiasiaisoftidrink,icontainediinianyibottle.

TLSD:iTotalilineisoldiiniaidayimeansithatihowimuchilineiofieachiproductiisisoldiiniday.

PrimaryiSales:iTheseiareisalesifromitheicompanyitoitheidistributorie.g.itheiamountiofiproductit

hatiaidistributoripurchasesifromitheicompany.iNormallyiAreaiManager'siandiRegionaliManager

'sitargetsiareisetioniPrimaryiSales.

SecondaryiSales:iTheseiareisalesifromitheidistributoritoitheiretailer.iUsually,iTM/TSM'sitarget

siareialwaysibasedionisecondaryisales.
Offtakesi(TertiaryiSales):iTheseiareisalesifromitheiretaileritoitheicustomer.iWhileiofftakesiarei

notitrackedibyitheicompany,itrendsiofiofftakesiareitrackedibyisomeimarketiresearchiagencyilikei

Nielsen.

Wholesalers:iAnioutletiofiaibeatiisiconsiderediasiwholesaleriifithatioutleticontributesimoreithan

i50%isalesiofithatiparticularibeati(thisiassumptionimayidifferiforidifferenticompanies).

BilliCut:iBillicutiwhichirefersitoitheitotalinumberiofibillsicutiiniaidayiforiallitheioutlets.iSuppo

seiaisalesipersonivisitsi40ishopsiiniaidayibutiheicutsitheibilliofionlyi35ioutlets.

Beat:iThisiisitheirouteithatiaisalesmani(DSR/SO/SR)ifollowsioniaiparticulariday.iForiexample,

ibeationiSaturdayiisiLocationiX,iandibeationiSundayiisiLocationiY.iIfitheisalesmanivisitsihisieac

hibeationieveryialternativeiday,iallitheiretailers/stores/outletsiinihisisalesiterritoryiwillibeicovere

diinitwoidays.iThus,iheiwillivisititheisameioutletiofihisibeatithriceiperiweek.
NumericiDistribution:iTheinumberi(oripercentage)iofioutletsiwhereicompany'siproductiisi

presenti(outletsithatihaveiatileastioneiSKUiofiaiproduct)ie.g.iatihowimanyioutletsiaicompany'sipr

oductiareiavailableiisimeasuredibyinumericidistribution.

WeightediDistribution:iTheipercentageiofitheitotalisalesivolumeithaticomesifromitheiserv

edioutlet.

Foriexample,iyouihavei10ioutletsiiniaibeat,inowioutiofithesei10ioutletsiifiyouriproductiisipresenti

ini4ioutletsitheninumericidistributioniisi40%.iIfithati4ioutletsicontributesi75%iofiyouritotalisales

,iinithaticaseiweightedidistributioniwouldibei75%.iNumericidistributionigivesiyouianiideaiofithei

reachiofidistributioniwhilstiweightedigivesiyouianiideaiofitheiqualityiofidistribution.
StrikeiRateioriProductivity:iItiisithei%iofiallisuccessfulisalesicallsioutiofitotalicallsimadei

byiaiSalesiRepresentative.iThisiisigenerallyimeasuredionidailyibasis.

StockiKeepingiUniti(SKU):iThisirefersitoiaispecificiproductifromiairangeiofiproductiofiaic

ompany.iForiexampleiSKUiofipepsiiisiini250ml,i500ml,i750ml,i1L,i2L.

8 STEPSiOFiSALESiCALL
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii i

1. PREPARATION

2. GREETiTHEiCUSTOMER

3. STOREiCHECK

4. MERCHANDISE
5. DETERMINEiTHEiORDERi

6. PRESENTATION

7. CURBSIDEiDEBRIEF

8. ADMINISTRATION
 CHAPTERi4
FINDINGSiANDiMANAGERIALiIMPLICATIONS

1.Aniunderstandingiofitheibeverageiindustry,iincludingitheidifferentitypesiofibeverages,

itheicompetitiveilandscape,ianditheilatestitrends.

2.Experienceiinimarketingiandisales,isuchiasidevelopingiandiexecutingimarketingicamp

aigns,imanagingicustomerirelationships,ianditrackingisalesiperformance.

3.Knowledgeiofiproductioniandioperations,isuchiasitheimanufacturingiprocess,iqualityi

control,iandiinventoryimanagement.

4.Exposureitoitheifinancialiaspectsiofitheibusiness,isuchiasibudgeting,iforecasting,iandif

inancialianalysis.

5.Theiopportunityitoiworkiwithiaiteamiofiexperiencediprofessionalsiandilearnifromitheir

iexpertise.

6.Theichanceitoimakeiairealicontributionitoitheicompanyiandihelpiitiachieveiitsigoals.
 MANAGERIALiiIMPLICATION

TheimanagerialiimplicationsiofiVaruniBeveragesiLimitedi(VBL)iareiasifollows:

1.Focusioniinnovationiandiproductidevelopment.iVBLineedsitoicontinueitoiinnovateiandide

velopinewiproductsiiniorderitoistayiaheadiofitheicompetition.iThisiincludesidevelopinginewi

flavors,ipackaging,iandimarketingicampaigns.

2.Investiinimarketingiandisales.iVBLineedsitoiinvestiinimarketingiandisalesiiniorderitoireach

inewicustomersiandigrowiitsimarketishare.iThisiincludesiincreasingiadvertisingispending,ist

rengtheningiitsidistributioninetwork,iandidevelopingirelationshipsiwithiretailers.

3.Manageicostsieffectively.iVBLineedsitoimanageiitsicostsieffectivelyiiniorderitoimaintaini

profitability.iThisiincludesicontrollingirawimaterialicosts,ienergyicosts,iandilaboricosts.

4.Expandiitsigeographicireach.iVBLineedsitoiexpandiitsigeographicireachiiniorderitoigrowii

tsibusiness.iThisiincludesienteringinewimarketsiandiincreasingiitsipresenceiiniexistingimark

ets.

5.Buildiaistrongibrand.iVBLineedsitoibuildiaistrongibrandiiniorderitoiattractiandiretainicusto

mers.iThisiincludesiinvestingiinibrandiawarenessiandiloyaltyiprograms.

6.Adoptisustainableipractices.iVBLineedsitoiadoptisustainableipracticesiiniorderitoiprotectit

heienvironmentiandiitsistakeholders.iThisiincludesireducingiitsicarbonifootprint,iusingirecy

cledimaterials,iandiwatericonservation.
 CHAPTERi5

LIMITATIONiANDiCHALLENGES

CHALLENGESiFACEDiBYiVBL

1.Theiincreasingicompetitionifromiotheribeverageicompanies,isuchiasiCoca-

ColaiandiNestle.

2.Theirisingicostiofirawimaterials,isuchiasisugariandialuminum.

3.Theichangingiconsumeripreferences,isuchiasitheigrowingidemandiforihealthieribeverages.

4.Theiregulatoryichallenges,isuchiasitheigovernment’sisugaritax.

ActionsithatiVBLicanitakeitoiaddressitheseichallenges:

1.Toicounteritheiincreasingicompetition,iVBLicanifocusionidifferentiatingiitsiproductsiandis

ervices.iThisicouldiincludeiofferingiuniqueiflavors,ipackaging,iorimarketingicampaigns.

2.Toioffsetitheirisingicostiofirawimaterials,iVBLicaninegotiateibetteridealsiwithisuppliers,iu

seimoreiefficientiproductioniprocesses,ioripassionitheicostitoiconsumers.

3.Toimeetitheichangingiconsumeripreferences,iVBLicaniintroduceihealthieribeverages,isuc
hiasilow-sugariorino-sugaridrinks.

4.Toicomplyiwithitheiregulatoryichallenges,iVBLicanilobbyitheigovernmentitoichangeitheis

ugaritaxiorifindiwaysitoireduceitheisugaricontentiiniitsiproducts.

Byitakingitheseiactions,iVBLicaniaddressitheichallengesiitifacesiandicontinueitoigrowiitsibu

siness.

i
 CHAPTERi6
iii

CONCLUSION

IiamigratefuliforitheiopportunityitoihaveiinternediatiVaruniBeveragesithisisummer.iItiwasian

iincrediblyirewardingiexperienceithatihasihelpedimeitoidevelopimyiskillsiandiknowledgeiini

theibeverageiindustry.

Duringimyiinternship,iIihaditheichanceitoiworkioniaivarietyiofiprojects,iincluding:

1.Conductingimarketiresearchitoiidentifyinewiopportunitiesiforigrowth

2.DevelopingiandiimplementingimarketingicampaignsitoipromoteiVaruniBeverages'iprodu

cts

3.Workingiwithitheisalesiteamitoiincreaseisalesiandidistribution

4.Assistingiwithitheidevelopmentiandilaunchiofinewiproducts

Iialsoihaditheiopportunityitoilearnifromisomeiofitheibrightestimindsiinitheibeverageiindustry

.iMyimentorsiandicolleaguesiwereiincrediblyisupportiveiandiknowledgeable,iandiIiamigrate

fuliforitheiriguidanceiandisupport.

Overall,imyisummeriinternshipiatiVaruniBeveragesiwasiaivaluableiandienrichingiexperienc

e.iIigainedivaluableiskillsiandiknowledge,iandiIidevelopediainetworkioficontactsithatiwillibe

ibeneficialitoimyifutureicareer.
 CHAPTERi7

REFERENCES

https://trendlyne.com/equity/about/4813/VBL/varun-beverages-ltd

https://indiancompanies.in/varun-beverages-ltd-products-and-brands/

http://www.in-beverage.org/varun-beverages.html

https://www.indmoney.com/stocks/results/varun-beverages-ltd

https://varunbeverages.com/

https://www.rkjgroup.com/about.php

https://dil-rjcorp.com/about-rj-corp/

https://en.m.wikipedia.org/wiki/Varun_Beverages
PALAGIARISM REPORT