COMPARATIVE ANALYSIS IN CURRENT MARKET SCENARIO with special reference to

A Project report On

In support of partial fulfillment of Post graduate diploma in Management
Submitted To: Submitted By:
Mr. H.S.RANA VARUN KUMAR MDC PGDM 2007-09

Sinhgad institute of business administration & computer Application

Created by Varun kumar, PGDM 07- 09

410401

Lonavala2007-2009

PREFACE
“The Companies that best satisfy their customer will be the winners. It is the special responsibility of marketers to understand the need and wants of the market place and to help their companies not merely looking for sales, they are investing in long term, mutually satisfying customer relationships based on delivery quality, service and value.” Philip Kotler Summer Training is a necessary part for fulfillment of “PGDM” course. The Summer Training has given a chance to try and apply the academic knowledge into the Business Environment and gain insight of Corporate Culture.

I undertook my training at “Varun Beverages Ltd”, a leading Bonier and Marketing partner of the PepsiCo. PepsiCo, Varun Beverages is a Franchise Owned Business Operations (FOBO) type of organization. According to the sales promotional strategies, there are various sales promotional activities which include sales promotional schemes that attract the potential customers who are eager to make PepsiCo as their brand of choice.

Created by Varun kumar, PGDM 07- 09

The effectiveness of the sales promotional strategies of the East Delhi region has been the major reason for the customers, especially the retailers, to get attracted and to increase their sales and its market share.

ACKNOWLEDGEMENT
Any work visible is not the effort the presenter only, but there are many others behind the camera and my report also is not an exception to this. So, in the process of recognizing the efforts of those behind the scene, I take immense pleasure in thanking “VARUN BEVERAGES LTD”, New Delhi for their permission to do this project in this esteemed organization. I take this opportunity to express my deep gratitude to Mr. Manmohan Rupal Paul (Unit Manager), Mr. H.S.Rana (Marketing Development Coordinator) and Mr. Neeraj Upadhyay (Territory Development Manager) for their invaluable guidance, inspiration and of course moral support through my project session. I would like to pay my cordial thanks to Mr. Abhishekh Saxena (Customer Executive), Mr. Kapil Mahajan (Customer Executive) and Santosh Modi (Senior Marketing Executive) for their continuous guidance, keen interest, co-operation, ideas and suggestion throughout the project. I would also like to express my whole hearted thanks to the Staff Members of the Gupta Cool Company (GCC) who provided me with

Created by Varun kumar, PGDM 07- 09

I am deeply indebted to Dr. Particulars 1…………………………………………………………………………………………… ……………………………Executive Summery 2…………………………………………………………………………………………… …………………………………………… Introduction 3…………………………………………………………………………………………… ……………………… Objective of the Study Created by Varun kumar. Sachin Vankhede of Sinhgad Institute of Business Administration & Computer Application (SIBACA) . H. for giving me the opportunity for this project and I am thankful for giving me the support & guidance throughout this project .D Thorat (Director) and Prof. VARUN KUMAR (PGDM) 20 07-2009 CONTENTS S.09 .their support and all the resources that they could get for me to complete the project.No. PGDM 07.

Product positioning 12.……… Hierarchy of marketing department 7……….…….09 . …………………………………………………………………………………………… ………………………………. …………………………………………………………………………………………… ………………………. PGDM 07..4…………………………………………………………………………………………… …………………………………… History of Pepsi 5…………………………………………………………………………………………… …………………………….. …………………………………………………………………………………………… ……………………………………………Field Work 14. …………………………………………………………………………………….Advertising 9. …………………………………………………………………………………………… ………………………….…Research methodology Created by Varun kumar.…… Company Profile 6……………………………………………………………………………. SWOT Analysis 13.Celebrities 11.Punch lines 10. …………………………………………………………………………………………… ……………………Comparative Situation 15. …………………………………………………………………………………………… ……………….…… Routine activities of Sales Man 8…………………. …………………………………………………………………………………………… ……………………………………………. …………………………………………………………………………………………… …………………………………………….

..………Bibliography & Appendix EXECUTIVE SUMMARY The project analyzes the marketing mix in soft drink industries. crack bottles. During my survey shopkeepers were completing about non availability of promotional schemes with respect to its competition. PGDM 07. Pepsi and its competitor Coca Cola adopted similar marketing mix strategy.. …………………………………………………………………………………………… ………….09 . Both of the soft drink companies have same product line and prices also quite match and the other tool of marketing mix Place. It also analyzes the asset utilization in the market. chilling equipments and some other small problems.Conclusions 21. (NAND NAGRI). On the basis of data analysis the market share of Pepsi come to 56% and its competitor Coca cola holds 44% % of market share.……Questionnaire 17………………………………………………………………………………………… ……………………………….Finding and observation 19…….. Through this project. …………………………………………………………………………………………… ………………………………. I came to know as to how the marketing mix plays an important role in soft drink industries.16.The basic difference in the percentage is due to taste and preferences of the Created by Varun kumar.Data interpretation 18…….…………………Recommendations 20. I also came to know various problem faced by shopkeepers with respect to non availability of glow sign board. …………………………………………………………………………………………… …. …………………………………………………………………………………………… ………………………………………. Through this project I came to know. …………………………………………………………………………………………… …….

glow-sign board. which includes PEPSICO Beverages North America (Pepsi-Cola North America and (Gatorade/Tropicana North America) and Quaker Foods North America. this product is lying in introduction stage of its PLC (Product life cycle).09 . The sale also depends on the owner of the shop.000 employees. Pepsi should give prompt response to suppress the sale of CocaCola by giving proper schemes and discount to retailers at right time at right place in right ways. MOUNTAIN DEW and SLICE is the market king whose sale is max because it’s strong and great taste among youngsters. Mountain Dew. As we know that there is cut throat competition between Pepsi and Coke. PEPSICO beverages business was founded at the turn of the country by Caleb Brad ham. high standards of performance. Today consumers spend about $33 billion on Pepsi-Cola beverages. PGDM 07. 7up. I delivered some conclusions about certain important issues through my project report this could be of a great help to the Company. with revenues of about $30 billion and over 153. I would like to suggest & request on behalf of the sellers that Company should provide boards.customer. Slice. Pepsi. counters and chilling equipments to maximum possible Shops. Created by Varun kumar. who first formulated Pepsi-Cola. The company consists of the snacks business of Frito-lay North America and the beverage and food business of Pepsi co Beverages and foods. distinctive competitive strategies and high integrity of our people. Pepsi also launched a new orange juice based drink. INTRODUCTION PEPSICO is a world leader in convenient foods and beverages. a New Bern. North Carolina druggist. which is known as TROPICANA TWISTER. It is a substitute of coke’s orange juice MINUTE. Twister. Mirinda. Brand Pepsi and other Pepsi-Cola products---including Diet Pepsi. PEPSICO success is the result of superior products. If Company considers this request the sale of not only shops but also the company’s sales will also increase. This ultimately helps to increase the sale of Company.

Created by Varun kumar.Aquafina and Mug brands-account for nearly one-third of total soft drinks in the United States. Objective of the project This project was undertaken because the company wanted to evaluate the competitive strength of Pepsi with respect to the marketing mix in soft drink industries with respect to competition and to get a feedback on the asset utilization in the market place and how it can be used more effectively to yield better results such as • • Analysis of the promotional schemes of PepsiCo (VARUN BEVERAGES LTD) in EAST DELHI. This project deals with the sales promotion strategies of VARUN Beverages Ltd in East Delhi and its effects sales. a consumer market totaling about $60bn. Impact of schemes on sales.09 . The main purpose of the sales promotion is to encourage purchase of product or services above a target level by temporarily improving their value to the purchase or user sales promotion address the product to the prospect in the short term or instant decision making process. PGDM 07.

Created by Varun kumar.• • • • • • • To give recommendations for new promotional programs. danglers.Rack. To analyze the proper functioning of programs (schemes). Paintings. North Carolina in the United States in the early 1890s by pharmacist Caleb Brad ham. Fridge.Cola” and later trademarked on June 16. etc. To find out percentage facilities provided by company e. To know effectiveness & attitude of salesman’s.g. 1903. PGDM 07. Sign Boards. . There are several theories on the origin of the word “PEPSI”. Hanger. “Brad’s drink” was changed to “Pepsi. To check out the display of PEPSI. In 1898. To study the factors which are essential to attract the customers.09 . Types of distribution channels adopted by company. HISTORY OF PEPSI Pepsi-Cola was first made in New Bern.

Created by Varun kumar. In 1909.. Another theory is that Caleb Brad ham and his customers simply thought the name sounded good or the fact that the drink had some kind of “pep” in it because it was a carbonated drink.09 . Brad ham sold 7. Loft was a candy manufacturer with retail stores that contained soda fountains. He sought to replace Coca-Cola at his stores’ fountains after Coke refused to give him a discount on syrup. the President of Loft Inc. There is a plaque at the site of the original drugstore documenting this. As Pepsi was initially intended to cure stomach pains.in large part due financial losses \Assets were sold and Roy C. invigorating. The next year. and kola nuts . Pepsi received its first logo redesign since the original design of 1898. a fine bracer before a race”. many believe Brad ham coined the name Pepsi from either the condition dyspepsia (stomach ache or indigestion) or the possible one-time use of pepsin root as an ingredient (often used to treat upset stomachs).968 gallons of syrup. In 1929. Pepsi’s assets were then purchased by Charles Guth. though PepsiCo has denied this theory. vanilla.The only two discussed within the current PepsiCo website are the following: • • Caleb Brad ham bought the name “Pep Kola” from a local competitor and changed it to Pepsi-Cola. In 1906.848 gallons. the logo was changed again. PGDM 07. automobile race pioneer Barney Old-field endorsed Pepsi-Cola in newspaper ads as “A bully drink.refreshing. That year. Pepsi was sold in six-ounce bottles and sales increased to 19. In 1905. the Pepsi-Cola Company went bankrupt . rare oils. Brad ham moved the bottling of Pepsi-Cola from his drugstore into a rented warehouse.Whether the original recipe included the enzyme Pepsi is disputed. Eight years later.. gar.Megargel bought the Pepsi trademark. In 1903. It was made of carbonated water. Guth then had Loft’s chemists reformulate the Pepsi. they gave it the name “Pepsi”.Cola syrup formula. “Pepsi-Cola” is an anagram for ‘Episcopal’ .a large church across the street from Brad ham’s drugstore. the company went bankrupt again.

which is produced and manufactured by PepsiCo.09 . RC Cola Country of Origin________________________________________ United States Pepsi-Cola is a soft drink commonly called Pepsi. The drink was first made in the 1890s. The brand was trademarked on June16.Type_________________________________________________________Cola Manufacturer___________________________________________ Pepsi Co. Pepsi Max. Created by Varun kumar. including Diet Pepsi. It is sold worldwide in stores. Pepsi Jazz and Pepsi Next. Pepsi blue. 1903. restaurants and from vending machines. There have been many Pepsi variants produced over the years. by pharmacist Caleb Brad ham. Pepsi Gold. PGDM 07.lnc Introduced ____________________________________________________1903 Related products__________________________________ Coca-Cola.

the schemes that are provided to the retailers. the displays provided. The principle retail outlets for the CSD are the supermarkets. The water is also treated with some chemicals so that the water that is obtained is pure and ready for consumption. This water thus obtained is soft and can be used for manufacturing process of the Created by Varun kumar. PGDM 07. the water is available through the municipal supplies or through Water the borings. sometimes it is more and sometimes it is less depending on the demand in the market. The concentrate producers produce the concentrate and them sell it to the bottlers.09 . convenience stores.So some of them is being focused in this project such as: The three main teams in the in the production and the distribution of the carbonated soft drinks are the concentrate producers. Purchase and consumption pattern Industry research suggests that the purchase of the soft drink is unplanned. fountain services and thousands of small outlets. and the incentives given and on the relationship of the salesman and the retailers. The sale increases tremendously during the summer season and falls down during the winter season. How Pepsi being manufactured? Water. i. But we can say undoubtedly that the demand of Pepsi is round the year either big or small because it not only satiates the thirst but consuming Pepsi is also a fashion among the youngsters and a status symbol among them. The water is also passed through the sand in order to filter it. FOBO’s had the right to the product and then sells it in the defined territory and is not allowed to market the competitive brand.Company profile PepsiCo engaged with various kind of operations . The sale of soft drinks is a seasonal affair. These bottlers can be either the Pepsi itself or the franchisees who work on the behalf of Pepsi.e. One half of the sale of the Pepsi is through the company owned bottlers (COBO) and other half of the sale is through the franchisees bottlers (FOBO). Then through the distribution channel the product reaches to the retailer who finally sells the product to the consumer. the bottlers and the retailers who are actually responsible for the sales of the product. who adds a sweetener to the carbonated water and then pack it in the bottles and cans. This water is then treated by reverse osmosis process to obtain germ free water.

After this the beverage is filled in the glass bottles under high pressure. This time differs for each flavor. and the bottles are crowned with the caps automatically. Beverage preparation: In this step the ready syrup is passed through the intermix unit where more water is added to the syrup to prepare the final product.S plates forms a very thin film of the beverage on the plates. Sugar syrup preparation: The next step is the preparation of the preparation: sugar syrup. Carbonator is the stainless steel vessel consisting of a number of S.carbonated soft drinks. The S. additional water is added to the raw syrup in the correct quantity along with some essence. The solution is boiled for about 20 minutes so that the syrup gets bit thick. The solution is mixed thoroughly with a protester provided in the S. These compartments contain caustic soda and a number of jets where soft and hot water is dispensed.S film plates. Then they are passed through the Lim-Light inspection machine and then through the Mit-Mirror machine for finding out the cracks. The same water is also used for washing of the used bottles. Filling: Filling of the beverage in the bottles is done through the automatic counter pressure filters. so that no air remains inside the bottles because this can spoil the soft drink.S (stainless steel) Plant Heat Exchanger.09 . This vessel is a pressure vessel where high pressure is maintained. the syrup is then filtered through the filter press at a high speed so that further impurities can be removed from the syrup. so that the sugar gets well dissolved in the syrup. They are passed through the bottle conveyer process. are washed with the help of bottle caustic soda solutions are used to clean the bottles. which consists of the soaking compartments. Bottles. Processed syrup: In the preparation of the processed syrup. which is further used to prepare the final concentrated syrup. so that the C02 gets well mixed with the cold water. which come back from the markets. Now this beverage is chilled to a very low temperature and is pumped into the saturator carbonator. which fills the bottles at a high speed.S tank and allowed to mature according to the specified time limit. Cleaning of the bottles: Washer. These cleaned bottles are then inspected before they go for refilling. Then this syrup is cooled to a definite temperature with the help of a S. This also kills the germs present in the water. In this the sugar is added to the germ free water and heated to about 85 degrees of temperature in a steam jacketed stainless steels tank of adequate capacity with an protester. After all these inspection the bottles are sent for Created by Varun kumar. PGDM 07.

Crown: The steel closure.5 liters of beverage. Bank: This term refers to the entire bottling group. Quality Control (QC): The success of any industry depends on the quality of the product it provides. Common terms used in PepsiCo RGB (refilled glass bottles): This term is generally used for the 300ml and 200 ml glass bottles. Therefore quality measurements are done on each step in order to ensure that the product that finally reaches the consumer is fit for consuming. The packed bottles are checked for the gas content. Consumer: Someone who consumes the products. Can: An aluminum container in which the beverages are packaged for sale.line checking. Pet: A durable and disposable plastic bottle which can contain up to 2.The bottles are again checked and then packed in the group of 24. Cooler: Mechanically refrigerated unit that cools the glass bottles and the pet bottles. Crate: A durable box made of durable plastic (thermostatic plastic) which is used to contain the bottles. the salesman from the company are not allowed to cover them. organic and for the microbiological quality. Here the quality invariable remains the constant because of the continuous on .refilling . Created by Varun kumar. They have their own defined routes. sugar content. which buys products from the producers for resale to the retailers.09 . Customer: A retailer or dealer who sells or serves products directly to the consumer. PGDM 07. Route: The sequence of shops and the retail shops that the salesman has to cover every day in order to complete his job. Wholesaler: Business entity. which seals the bottles.

founded by Elmer Doolin in 1932.lay. Formation of Pepsi NEW BERN. Kendall is president and chief executive officer. Caleb Brad ham. President and Chief Executive Officer Of Pepsi-Cola and Herman W.. performance and price aspirations of our customer while doing so.000 employees. The new company reports sales of $510 million and has 19. we maintain the highest standards of ethics and societal responsibilities innovate product and processes. Lay Company.C.W. N. NORTH CAROLINA COAST on the spot in his pharmacy. Inc. PGDM 07. Kendall. Inc. Chairman and Chief Executive Officer of Frito-Lay found 1965 Pepsi co. Caleb bard ham invented “brad’s drink which later he planted as Pepsi-cola. and the H. system and human resources to provide product and service that meets the quality. and develop team that keep the momentum going to take the company to excellence in the new millennium”.Lay. Donald M.09 . through the merger of two companies.Overall profile of PepsiCo from birth Pepsi are continuously striving for synergy between technology. was formed by the 1961 merger of the Frito Company. founded by the new company. a New Bern. pharmacist. created Pepsi —Cola in the late 1890. Donald M. Frito. Major products of the new company are Created by Varun kumar.

Pepsi —Cola (formulated in 1898). Created by Varun kumar. N. Inc. plastic bottles.—b Fritos brand corn chips (crested by Elmer Doolin in 1932) Lay’s brand Potato chips (created by Herman W. Pepsi’s got a lot to give. Edward DURRELL stone (1902-1978) set on a campus of 144 acres amid an outdoor sculpture garden.it’ll tickle your innards. Cheetos brand cheese flavored snacks (1948).Pepsi-Cola Company --. white and blue is introduced. Diet Pepsi (1964) and Mountain Dew (introduced by the Corporation in 1948). recyclable. “You’ve got a lot to live. switches its advertising and packing graphics from to action —oriented scenes.09 . 1972 Mountain Dew. Pepsi introduces the industry’s first two-litter bottle. acquired by Pepsi. modem Pepsi-Cola packing using red. Lay in 1938).Cola in 1964. Sales climb and Mountain Dew will become one of the 10 best — selling soft drinks in the United States.S.” 1969 Bold. Frito-Lay. Don Kendall announces agreement Pepsi-Cola the first foreign product sold in the then U. The new corporate headquarters feature a building by one America’s foremost architects.” becomes the advertising theme Mountain Dew changes its slogan to “Get that Barefoot Feel in’ Drink in’ Mountain Dew”. PGDM 07. PepsiCo is given exclusive rights to import Stolichnaya Russian vodka in the country. Ruffles brand potato chips (1958) and Rold Gold brand pretzels (acquired 1961) Mountain Dew launches its first campaign ”Yahoo Mountain Dew---.R. 1970 PepsiCo moves from New York City to new world headquarters in Purchase.S. Y. Pepsi is the first company to respond to consumer preference with lightweight.

PepsiCo passes $10 billion in sales.Cola becomes the first American consumer product to be produced. Pepsi-Cola products are available in nearly 150 countries and territories around the world. the first major brand caffeine-free colas.000 employees. 1986 PepsiCo purchases 7-UP International.09 . Kendall Bottler-of —the-year Award. Pepsi gets a new logo. Dew it Country Cool. Diet Pepsi —Cola acquires Mug Root Beer. PGDM 07. 1985 PepsiCo is now the largest company in the beverages industry. 1980 PepsiCo Food Service International (PFSI) is formed to focus on overseas development of restaurants. Created by Varun kumar.000 employees first presentation of the international Donald M. PepsiCo now has 111.5 billion. are introduced Inauguration of the first Pepsi-Cola operation in China. The revenues of more than $7. 1981 PepsiCo passes $7 billion in sales.1974 PepsiCo sales pass the $2 billion mark Pepsi. the third largest franchise soft drink operation outside the United States. more than 137. 1982 Pepsi Free and Diet Pepsi Free. Snack food operations are in 10 international markets. marketed and sold in the firmer Soviet Union. “becomes new slogan for Mountain Dew”.

produced consumer commercial in the Soviet Union. the leading manufacturer of chocolate and confectionary in Poland Snacks operation in 23 countries. 1988 Pepsi —Cola international enters a landmark joint venture agreement in India. Pepsi-Cola launches its sports drink All Sort.Pepsi —Cola sponsors the first Western. 1992 Pepsi-Cola introduces a new logo. PGDM 07. 1990 The company has more than 300. it is number 23. 1991 PepsiCo acquires an equity interest in Wedel SA. It is sold in 2001. Advertising features rap singer MC Hammer. 1994 Pepsi-Cola is the first major soft drink maker to begin producing and distributing its product in Vietnam.000 employees. Pepsi —Cola International acquires Indian company.09 . Created by Varun kumar. 1989 PepsiCo enters top 25 of fortune 500 ranking with sales of $15. appearing during the Goodwill Games. its eighth in 93 years.4 billion. its first big bottling plant in Bombay.

” Pepsi -Cola introduces Smooth Moos Smoothies. 1996 Mountain Dew launches a massive beeper network called “The Mountain Dew Extreme Network.4 billion. a new clear cola. PGDM 07. Tried that.” The Pepsi Lipton Tea Partnership debuts new ad campaign emphasizing. and Lucas film Ltd. Pepsi-Cola is top ad scorer in Super Bowl.” Pepsi Co. 1997 Pepsi-Cola introduces new advertising campaign with the theme “Generation Next.Pepsi —Co sales reach $ 30. National rollout of Aquafina bottled water. announce the largest promotional alliance in entertainment history. snack foods and restaurant brands worldwide. 7UP International launches 7UP Ice Cola. making PepsiCo the third largest employer.09 . linking existing and future Star Wars series with PepsiCo beverages. “There’s only one Original. Mountain Dew sponsors the Grammy Awards. Inc. cross promotions.” Pepsi-Cola North American bottling operations become a separate unit called The Pepsi-Cola Bottling Co. There are 470. Done That. Theme line is “Been There.000 employees worldwide. marketing tie-ins and specials events. a line of low —fat dairy shakes. Created by Varun kumar. 1995 Pepsi-Cola introduces “Nothing else is a Pepsi” theme line. Pepsi Cola and MTV establish a partnership to develop international programming.

Pepsi-Cola launches” Sierra Mist” a caffeine-free. PGDM 07. coolers and other retail outlets throughout the United States. The event is held during the same time as first bottler’s conference. the biggest web navigation company. 2001 Pepsi-Cola Company launches Dole single . Created by Varun kumar. The $3. held in Hawaii. the biggest acquisition ever undertaken by PepsiCo. PepsiCo acquires Tropicana Products from Seagram Company Ltd..server juices in vending machines. the Pepsi Bottling Group.dimensional Globe against a blue ice backdrop. 2000 Pepsi-Cola revivers it’s “Pepsi Challenge” advertising campaign.” Pepsi introduce new look called the “Globe” which prominently features a 3. Challenge includes Pepsi One Diet Coke as well as cola. the world’s largest Pepsi bottler.09 . In March. It is listed under the symbol PBG.2 billon public offering is among the biggest initial public offerings in stock market history. begins trading on the New York Stock Exchange. 1998 Pepsi -Cola introduce two —liter plastic bottle with built in “grip handle” that makes it easier to grip and pour. Pepsi-Cola teams up with Yahoo Inc. 1999 Pepsi launches “The Joy of Colas” advertising campaign.Its major brand is Tropicana Pure Premium Juices. Anthony Rossi founded Tropicana in 1947.Pepsi-Cola celebrates 100th Anniversary with first worldwide bottlers’ conference. in a multimedia marketing campaign aimed at teens and young adults. lemon/lime soda.

Pepsi Brand Pepsi has a new look. 2003 Pepsi-Cola launches Sierra Mist nationally. Aquafina essentials target active. TX. an orange drink. Created by Varun kumar. Diet Sierra Mist is introduced. Dew Livewire.com) PepsiCo introduces Marathon Kids. the program debuts in Dallas. PepsiCo creates PepsiCo International. Pepsi announces four-year sponsorship agreement with the UK Football Association. Pepsi-Cola launches the bold new Mountain Dew code Red nationwide.Pepsi-Cola’s flagship brand will have NEW TAGLINE. a program that encourages kids and their families to be more physically active. Daily C and Multi-yin 20-oz bottles. PGDM 07. Pepsi announces plans to launch Mt. PepsiCo publishes Health and Wellness Philosophy. Calcium+. this summer Pepsi-Cola sings an exclusive four-year sponsorship deal with the Canadian Hockey Association. making Pepsi the official soft drink. 2002 Diet Pepsi has a new look. Aquafina debuts new line of great-tasting enhanced water. It is Mountain Dew’s first line extension since the introduction of the Diet Mountain Dew in 1988. PepsiCo introduces a new corporate logo. “Pepsi Stuff’ Campaign kicks-off in Canada. (On pepsico. beverages and food units in an effort to drive faster growth and improved profitability around the world. “The Joy of Pepsi”.09 . health-conscious adults in four lightly sweetened varieties including B-Power. the business that will unite all international snack.

PGDM 07.7Up Curry Bottle. the first full-flavored cola with 50% less sugar. 2006 PepsiCo launched Pepsi Café chino & a new shape of 7Up is given i. 2008 PepsiCo introduced a new range of orange juice which is known as Tropicana Twister. Created by Varun kumar. PepsiCo also launched Pepsi gold in this year.2004 Pepsi-Cola to launch Pepsi Edge. 2007 PepsiCo launched a new variant of Miranda to make it more orange. carbohydrates and calories than regular cola.09 . A new brand was launched that was Lipton Tee & Mirinda Black Berry was introduced.e. 2005 PepsiCo again launched Mirinda Lemon (ginger flavored).

PepsiCo names first woman CEOCFO Indra Nooyi to succeed Steve Reinemund. putting her among Created by Varun kumar.And the story still continues.... PGDM 07.09 .

The leading women in corporate America.
August 2006

PepsiCo Chief Financial Officer Indra Nooyi, who Reinemund, who has seen PepsiCo (Charts) will assume the CEO job pass rival Coca-Cola (Charts) in terms of in October. market capitalization in December for the first time in its history, will remain as chairman of the company until his retirement. Indian-born Nooyi, who was ranked No. 11 in Fortune's list of the most powerful women in business, joined the company in 1994 and was named CFO in 2001. Reinemund cited personal reasons for his decision to retire. "My family is entitled to more time from me than the responsibilities and obligations of continuing as PepsiCo's CEO requires and deserves," Reinemund said in a statement. "It was, in many respects, the toughest and easiest decision of my life." "Steve did a remarkable job in maintaining discipline and consistency at Pepsi over the last several years. Indra is a super talent. No doubt, under her leadership, Pepsi will not miss a beat in this transition," said John Sicher, editor of trade publication Beverage Digest. Nooyi's current responsibilities will be divided between two PepsiCo veterans: Richard Goodman, who is CFO of PepsiCo International and Hugh Johnston who is currently a senior vice president with the company.

NEW YORK (CNNMoney.com) -- Soft drink and Snack Company PepsiCo Inc. announced Monday that chief financial officer Indra Nooyi will take over from Chairman and CEO Steve Reinemund this October. She becomes the first woman to hold the post and enters the list of leading women in corporate America.

Created by Varun kumar, PGDM 07- 09

She becomes the fifth CEO in PepsiCo's 41-year history. As CFO, analysts credited her with transforming the company's global strategy at a time when both Coke and Pepsi face a challenging sales environment in their core domestic market for core carbonated soft drinks as more healthconscious consumers buy more juices and water.

Created by Varun kumar, PGDM 07- 09

HOW PEPSI COLA ENTERED IN INDIA

Coca Cola the cola giant quit the Indian market in the year of 1977 due to some non-friendly FERA regulations, which were imposed in international companies due to a change of government at the center. The government was a strong follower of the swadeshi pattern and in that procedure Coca Cola was asked to dilute its equity of 42% in accordance with government policies. Coke was not interested in this proposal rather it decided to quit the Indian Market.

Pure drinks shifted from coke to Campa Cola, but the first drink to pop up in the Indian market after exit of Coke was Double Seven. At this time a new chapter of the Indian soft drink industry was unfolded. The time from 1977 to the early 80’s was a golden period for Pane Products that owned the famous brands of Thumps Up, Gold Spot (orange)and Limca. Thumps Up was leading the Indian market and was the most lovable drink of the Indian customers. The drinks from Parle products were quite famous amongst the Indian customers but they were also not utilizing the full market potential. At present times it sounds very odd that in a huge population of 600 million the total sale of the cold drinks was a thin 200 cases only.

Created by Varun kumar, PGDM 07- 09

Western U. Slice Orange. Goa. Pepsi Cafe chino. Jaipur. The bottling plants of RKJ group are located at Greater Noida (Varun Beverages Ltd.) and Nepal (Varun Beverages Ltd.09 . PGDM 07.P. Created by Varun kumar. Mirinda orange. Ltd. Alwar. and some districts of Karnataka and whole of Nepal. Ltd.. whole of Rajasthan. Mirinda Lemon. and 7UP. Slice Mango. Dharwada (Nector Beverages Private Ltd. and part of M. Form 1995 the company had been operating successfully in conformation to the objective of the Pepsi Foods Ltd (PFL). The RKJ group has signed a franchise with Tricon restaurant India Pvt. This profile industry flavors and sub-brands are Pepsi. Since than family has set up 18 bottling plants in India (holding about 44% of the Pepsi manufactured and marketed in India) and one in Nepal (holding 100% of the Pepsi share in Nepal).. Kosi Kalan. Mountain Dew. Diet Pepsi.RKJ GROUP (RAVIKANT JAIPURIA) Indian beverages industry’s size is Rs. half of Haryana. It has the license to supply beverages in the territories of Eastern Delhi.). Uttaranchal.). In 1995 Varun beverages was awarded the best quality and productivity award. to run a fast food chain in Northern Indian under the name of Pizza Hut.10000 Cores and it is dominated by two players are Pepsi and Coke only. The group has in total 18 bottling plants in India & Nepal and is responsible for producing and marketing 44% of Pepsi requirement in India. 3 districts of Maharashtra. Jodhpur (Varun Beverages Ltd) Goa Bottling Co.P. The first beverage plant was set up in 1969 under Agra Beverages Corporation Limited. twister. Lehar Soda and Aquafina.

and Mr.Beverage. President of Pepsi Cola Company.The group also became the first franchisee for Yum Restaurants International [formerly PepsiCo Restaurants (India) Private Limited] in India. Chairman of the Board & C. Created by Varun kumar.O. Donald M. PepsiCo Inc. The group added another feather to its cap when the prestigious PepsiCo “International Bottler of the Year” award was presented to Mr. Jaipuria for the year 1998 at a glittering award ceremony at PepsiCo’s centennial year celebrations at Hawaii. Craig Weatherup.09 . The award was presented by Mr. It has exclusive franchise rights for Northern & Eastern India. Our balanced portfolio produced a solid business performance. Products and services which look to the future ensure that we will be well-placed in growth markets. K. Enrico. the 41st President of USA. in the presence of Mr.. It has total 46 Pizza Hut Restaurants & 1 KFC Restaurant under its company. The RKJ Group is divided into three business segments. Kendall. Food and Education. R. George Bush. Roger A. It has a leading market position in each of its three business segments. PGDM 07.E. Mr. founder of PepsiCo Inc. USA.

09 .HIERACHY OF MARKETING DEPARTMENT Created by Varun kumar. PGDM 07.

PGDM 07.CHAIRMAN UNIT MANAGER TDM (Territory development manager) MDM (Marketing development manager) ADC (Account development coordinator) C.E (Marketing executive) SALESMAN ROUTE AGENT Routine activities of the salesman (1) Start Created by Varun kumar.E (Customer executive) MDC (Marketing development coordinator) MDE (Marketing development executive) M.09 .

then the load is again checked by the C&F agent after checking he collects the gate pass he drives to the route. Ask for the daily scheme (11) Check out (12) Visit first outlet (13) Greet retailer (14) Present the scheme (15) Check empties (16) Ask for order (17) Deliver the order (18) Merchandise the outlet (19) Fill the visi cooler (20) Crate stack (21) Ask for any problem (22) Plans next visit (23) Thanks the customer (24) Complete the route one by one (25) Back to DEPOT (26) Count the empties and match it with gate pass load (27) Check (28) Fill the discharge sheet. The salesman then takes order from the retailer. then he checks for the Created by Varun kumar.E (4) Pre plan strategy (5) Collect Route Book (6) Order the load (7) Checking of load by C&F workers (8) Drive to gate (9) Rechecking the load (10) Collect gate pass and attend the gate meeting. After completing the formalities of depot he visits the first outlet with his assistant who helps him in selling taking order from the retailer.(2) Check in (3) Meet the C. PGDM 07. after that the meeting starts every salesman has to attend the meeting held at the depot and a pre-planned strategy is made there and given to all the salesman .09 . complaint register and place the order (29) Deposit the cash to the cashier (30) End Everyday salesman starts with his daily routine he comes to the depot by 7:30 am in the morning he meets the customer executive.The salesman collects the route book checks the load given by the depot drives to gate.

empty carats or bottles for the convenience of the retailer he sometimes fill the bottles with filled bottle . then he plans for the next visit. When the route gets completed he returns back to the depot matches the empties with the bottle and matches it with the gate pass and enters in the depot . Created by Varun kumar. so that proper action should be taken next day. After supplying the order given by the retailer and ensuring that everything is ok there he thanks the retailer for giving him the opportunity to serve. if there is any impurity the salesman tells the retailer to remove the bottles immediately .His works doesn’t ends here he now opens the complaint register and notes down the complain of the whole day told by the customers. This activity is repeated to the whole route and the salesman visits every shop on the route one by one takes order from the retailer. purity means here that the fridge provided by the Pepsi company should not be filled by the products of the other company.he also ensures that whether the visi cooler is working properly besides he also has the responsibility to check that whether the visi-cooler is pure or not. PGDM 07.regular auditing and tracking is done by the Pepsi officers to ensure the purity.09 .

These are different media of advertisement-TV.ADVERTISING Advertising is helpful to the consumer and also to the producers through the advertisement producers provide information and create awareness about the products among the consumer whereas the consumer gets aware the different products. magazines. sports etc. banners. In India Pepsi Food ltd (PFL) prepares the concentrate. The great personalities of India are the brand ambassadors of the soft drinks. Pepsi-Cola provides advertising. The company manufactures and sells soft drink concentrate to Pepsi-Cola bottlers. poster. boards etc. newspapers. At the base of every beverage business lays the secret formula of success. • • • • Pepsi has continuously focused on the current teen generation and their advertisement reflects in every possible way. The plant is located at village Channo in Punjab. The company changes its advertisement strategy and image to reflect the target’s interests. PGDM 07. New advertising and exciting promotions keep Pepsi-Cola brands young. music. marketing. the concentrate. This includes some of the world’s best-loved and most-recognized advertising. Created by Varun kumar. The advertisement is mostly creative and has different elements like. among these the TV media is the most popular. hip promos to attract more of the target audience.09 . radio. sales and promotional support to Pepsi-Cola bottlers and food service customers. The company also provides fountain beverage products. The advertisement strategy includes cool.

“YEH PYASS HAl BADI”--------------------------------------------------------PEPSI 9. “NOTHING OFFICAL ABOUT IT”---------------------------------------------PEPSI 8. “LEMON KI TAAZGI. “YEH HAI RIGHT CHOICE BABY”-------------------------------------------PEPSI 12.PUNCHLINES OF PEPSI 1. “BADHA BUBLY CHANNEL HAI” ---------------------------------------------PEPSI 13. “TERI TO GAAYE”----------------------------------------------PEPSI WORLD CUP 6. “CHEETAH BHT PITA HAT”-------------------------------------MOUNTAIN DEW Created by Varun kumar. “HAMMES MILNE KI PYASS HAI”-----------------------------PEPSI CONTEST 7.09 . “GOOD FOOD TASTES BETTER WITH PEPSI”-------------------------PEPSI 4. “JOR KA JHATKA DHIRE SE LAGE”-----------------------MIRINDA ORANGE 3. “YEH DIL MAANGE MORE”---------------------------------------------------PEPSI 2. “ANDAAZ SABSE COOL” ----------------------------------------------------------7UP 11. ADRAK MAAR KE”--------------------MIRINDA LEMON 5. “OYE BUBLY—OYE BUBLY”---------------------------------------------------PEPSI 10. PGDM 07.

TOO COOL” -----------------7UP CURRY BOTTLE 17. PGDM 07. “TOOT PADEGA FRUIT”---------------------------------------------------TWISTER PEPSI CELEBRITES • • • • • • SACHIN TENDULKAR AMITABH BACHAN SHAHRUKH KHAN PRIETY ZINTA KAREENA KAPOOR MALLIKA SHERAWAT Created by Varun kumar. “ANDAAZ SABSE COOL. “DO THE DEW” -----------------------------------------------------MOUNTAIN DEW 20. “PEPSI PIYO WORLD CUP JAO 2007” -------------------------------------PEPSI 21. “PEPSI TV LAGWAYA KYA”---------------------------------------------------PEPSI 19. “DARR KE AGEY JEET HAI”------------------------------------MOUNTAIN DEW 23. “PEPSI UTHAAO GHAR LEY JAO”------------------------------------------PEPSI 16. “KISS OF COFFEE WITH A KICK OF COLA” -----------PEPSI CAFECHINO 15. “MOUTH KA KARO GOOD USE”------------------------------MIRINDA LEMON 18.09 .14. “YEH HAl YOUNGTSTAN MERI JAAN” -------------------------------------PEPSI 22.

The Generation X consumer is profiled to be between the ages of 18 to 29. or just as the “PEPSI GENERATION”. Though Pepsi’s main emphasis is on this segment but they also have a focus on the 12 to 18 year old market.• • • • • • • • • • • • • • • PRIYANKA CHOPRA ADNAN SAMI AJAY JADEJA COURTNRY WALSH CARL HOOPER SHANE WARNE SAIF ALl KHAN YANA GUPTA HARBHAJAN SINGH YUVRAJ SINGH ZEHEER KHAN SOURAV GANGULY BIPASA BASU KATRINA KAIF VIRENDRA SEHWAG PRODUCT POSITIONING Pepsi prefers to position itself as the beverage choice of “NEW GENERATION”. They adopt a life style of living for today and not worrying about long-term goals.09 . Created by Varun kumar. These terms adopted in Pepsi advertising campaigns are referring to the market that marketers refer to as GENERATION X. PGDM 07. They have high expectations in life and are very mobile and active.

In the present.The rich deep blue coloring represents eternal youthfulness and openness. PGDM 07. PEPSI PRODUCTS The strength of industry lies in its brands the brands are increasable being recognized as the most assets and primary sources of completive advantage. Marketing plan like “YEH DIL MAAGE MORE”. Created by Varun kumar. All brands are differing in taste. when a company have more than one brand it is not only important to know where each brand stands in the market place but also where the company stands in brand building strength. flavors and colors. “GOT ANOTHER PEPSI”. There are many soft drinks industry has a lot of brands. “YEH PYASS HAI BADI” AND “YEH HAl YOUNGISTAN MERI JAAN” have made Pepsi one of the coolest brands recognized among teens in the top five and the only beverage product in this category.09 .

• • • • • • • • • • • PEPSI DIET PEPSI PEPSI CAFECHINO MIRINDA LEMON MIRINDA ORANGE SLICE MOUNTAIN DEW 7UP AQUAFINA SODA TWISTER PACKAGES Created by Varun kumar. PGDM 07.09 .

• • • • Two types: single serve and multi serve 71 packages sizes and types. SWOT ANALYSIS STRENGTHS Created by Varun kumar.09 . Materials: glass. PGDM 07. cans(aerosol). plastic. Packages may be returnable or non returnable.

PGDM 07. specially during off seasons so as to attract more and more customers.09 . Varun Beverages uses state of the art and fully automatic machines and technology for the production. It has a very strong distribution network and well-built market and currently holds almost all the parts of the state. • • OPPURTUNITIES • • • • It should give more incentives to the dealers in the new areas. WEAKNESS • • • Purity and quality of the products are estimated manually. Promotional activities in the rural market are not up to the mark as compared to the urban market. where there is a huge market potential It should adopt automatic and computerized quality control system for its products. cricket and music it should also sponsor to different fashion shows. It’s one of the popular brands PEPSI in Cola flavor is lagging behind with its nearest competitor only due to high sugar content and less thrilling taste.• • • Varun Beverages is franchise owned bottle operation (FOBO) of world’s most famous soft drinks giant PepsiCo. quizzes and debates in schools and colleges The consumption rate is higher in Khichripur. More lucrative schemes to be launched regularly. Apart from sponsor films. More emphasis is given to the large dealers. • Created by Varun kumar. PEPSI has only one cola flavor where as its competitor have Coke and Thumps Up.

Coca-Cola is now spending more and more to boost up the sale.• Company should think about the modern trade and find out the potential ones because the new generation have a high ratio of these modern trade.( like super markets. railway stations. so Varun Beverages should also have to go a head and think about it. malls.09 . malls) Establish the vending machines around the metro stations. retail stores. • THREATS • • One of the products of their competitor in the Cola segment has a very good market share due to its taste. FIELD WORK Execution & Analysis of “EDS Program” . etc.East Delhi Created by Varun kumar. cinema halls. collages. PGDM 07.

During the initial stage of the project. INFORMATION REQUIRED The information that was required • • • • Name of the shop. My job was to visit all the retail outlets in East Delhi which were covered by EDS Program and check the level of awareness among the retailers about the cold drinks. I went to the outlets owner in my given areas and made filled format by self. Name of the shopkeepers. and how to get benefited by adopting schemes. I also tried to make the retailers understand how easy it is to sell cold drinks to the consumer and I also focused them about the new twister display scheme. Created by Varun kumar. • • • Pepsi provided format to all summer trainees. etc. Having done this. So both the company and the customer will able to increase his profits. I came to know about the tricks of the trade through route riding. On visiting retailers on various routes. I used to visit all the retail outlets of a particular route each day and learnt how to negotiate with retailers. I realized how important a strong distribution channel was for a company to be able to retain its position as an industry leader.09 . where soft drink was being sold. Numbers of Glass bottles of all brands of Pepsi. In this way I tried to motivate them to purchase more and more of the various products. I had to visit only those outlets. PGDM 07.The EDS Program is a analytical program that was started for the purpose of analyzing the overall sales of Pepsi products. schemes. Addresses of the shops. In the process of increasing the level of awareness about the schemes. how to tackle the various problems related to visi-coolers. an overall market scenario of the distribution channel and methods became clear.

The outlet owners treated me as the employee of the company. The transportation was not up to the mark. PGDM 07. The shopkeepers were not ready to answer the questions easily as they were not happy with the services given by Pepsi. Do you have SINE BOARD of Pepsi or Coke? Do you have PLASTIC RACK of Pepsi or Coke? Do you have GRAVITY RACK of Pepsi or Coke? Do you have AIR HANGER of Pepsi or Coke? Do you have WALL PAINTING of Pepsi or Coke? Do you have COUNTER TOP of Pepsi or Coke? LIMITATION OF THE PROJECT The limitation of the project was: • • • • • • • I had to cover the maximum number of outlets so it was a rather difficult task to give time to each and every outlet surveyed. Chilling equipments which the shopkeepers were using (PCI means Pepsi or CCX means Coke and Own fridges).• • • • • • • • • Number of Glass bottles of warm stock of all brands of Pepsi and Coke. Many of the shops were found closed during the day hours. Status of the stock (PBI or CCX or MIX) available in the shop. and use to start telling me the various problems faced by them. The sales man faces lot of problems. Created by Varun kumar.09 . which was also a big problem in meeting those outlet owners. Sometimes the owners were not present on the spot for any clarifications.

09 . Some photographs of typical Indian market Created by Varun kumar. PGDM 07.• The nature or behavior of outlet keepers was very harsh.

Created by Varun kumar. PGDM 07.09 .

PGDM 07.N O. 011-22348568 9213539032 NONE 9971767120 9313623914 CHANNEL (G/E/C/I/EDU ) E G E C E 1 2 3 4 5 EMPTY S. NAME OF OUTLET BUNTY HOTEL MASTER JE GEN STORE DAYARAM SWEET CHAUDHARI STD CHAUHAN HOTEL ADDRESS JR COMPLEX .N O.5 2 2 CHILLED CCX 2 1 NO 2 NO PCI 220 165 220 165 220 CCX 220 NO NO 220 NO CHILLER BRAN D P&C PCI PCI P&C PCI OTHER NO YES NO NO NO PCI NO NO YES YES NO GRAVITY RACK CCX NO NO NO NO NO PCI NO NO NO NO YES PLASTIC CCX NO NO NO NO NO CCX NO NO NO NO NO PCI YES NO YES YES YES CCX NO NO NO NO NO BRAND MD.PCI NO PCI PAINTING REMARK P&C PCI PCI P&C PCI COUNTER TOP AIR HANGER SIGN BOARD Abbreviations • • • • • • PCI stands for Pepsi CCX stands for coke No.MAIN MANDOLIROAD MAIN MANDOLI ROAD MAIN MANDOLI ROAD MAIN MANDOLI ROAD MAIN MANDOLI ROAD CONTECT PERSON BUNTY MASTER JE MOHD.PCI NO PCI PCI PCI PCI YES NO YES NO YES CCX NO NO NO NO NO BRAND MD.PCI NO MD. stands for crate P&C stands for Pepsi and coke both Md stands for Miranda The 3 digit numbers indicates volume of chiller given by companies Created by Varun kumar. RAZAQ SATISH SOHAN CONTECT NO.09 .PERFORMA OF EDS 2008 S. 1 2 3 4 5 PCI 10 15 2 12 12 RACK PCI NO NO NO NO NO CCX NO NO NO NO NO PCI NO NO NO NO NO CCX 10 1 NO 12 NO WARM STOCK PCI 4 7 NO 2 1 CCX 2 NO NO 2 NO PCI 3 2 0.

Coke management realizes that a soft drinks convenient as well as expulse. all competitive priced coke. PGDM 07. 600ml and 1lt glass bottles and 2 It. Also coke will be experimenting with mobile dispensing units at beaches and stadiums’. Coke is mainly franchisee driven operation with the company supply its soft drink concentrate (secret position) to its bottle around the world. therefore plans to enter Indian homes. Created by Varun kumar.09 . Both have been selling thirst quenchers (for 100 yr) that are now global brands. the idea is to reduce the effort span as much as possible. Through product differentiation coke plans to reach out to the consumer by enhancing consumers accessibility to the product with larger. Pepsi’s main competitor is coca-cola company. pet bottles). Accordingly the companies’ expertise lies in consumer marketing. going out towards consumers.• EDS stands for every dealer survey COMPARATIVE SITUATION No two companies are more similar or more different. Their bottles move through the words pervasive distributor network. multi server packs (330m1 cans.

COMPARATIVE BRANDS OF COKE WITH RESPECT TO PEPSI COKE PEPSI SPRITE______________________________________________________ 7UP COKE______________________________________________________ PEPSI NONE_______________________________________________________DEW FANTA___________________________________________MIRINDA ORANGE LIMCA_____________________________________________MIRINDA LEMON MAZZA_____________________________________________________SLICE KINLEY SODA_________________________________________LEHER SODA KINLEY WATER/BONA AQUA________________________AQUAFINA WATER THUMPS UP_________________________________________________PEPSI MINUTE MADE____________________________________________TWISTER Created by Varun kumar. PGDM 07.09 .

09 . Which are giving tough competition to the products of Pepsi. Frooti. Created by Varun kumar. Like the fruit juices and other type of drinks like Rasna. which are not the product of Pepsi or Coke. Real Juice etc. PGDM 07. The main problem was the company Coke because it has also many products in the market. Sunfill. which were present in the market.PROBLEM ENVIRONMENT The problem environment was the existence of the other soft drinks. The other main problem was the soft drinks of various other flavors.

is that shopkeeper’s behavior doesn’t proper and their response was not up to expected level. In some shops visi cooler was not pure. The coke has given many discount schemes due to which the outlets were shifted from Pepsi to Coke. Created by Varun kumar.THE PROBLEM BEING FACED The following problems were faced • • • • • • • The products of Pepsi were having some manufacturing defects due to which the customers were shifting towards coke. Many big and small problems of shopkeepers also encountered. Major problem. The coke used to take away the bottles of Pepsi and vice versa due to which there existed the problem of duplication of empty bottles. PGDM 07. which was faced. Many of the shops were seasonal due to which they rejected to keep big stocks with them.09 .

PGDM 07. (B) Sample survey: Survey has been conducted after preparing the questionnaire and the focus was to know the effectiveness of program. RESEARCH METHEDOLOGY A market research survey has been conducted for the purpose of above study.• • • • • The racks were not provided to the outlets due to which they were having a problem in keeping the stocks. Primary and secondary data are used in this project. So data collection a most important aspects of a research project. (C)Sampling (1) Nature of Universe Created by Varun kumar. Inadequacy of credit schemes. The transportation system is not very well sometimes the delivering vehicles are facing technical problems. leakage of bottles and seals are not intact properly. The pouches of Pan Masala’s & Gutkha’s were found in filled bottles which are filled by PEPSICO refilled centers weather it is COBO or FOBO. In the research data has been collect through out this method. Improper packaging.09 . (A) Data collection: The success of any research project depends critically on data.

PRIMARY DATA: Primary data is collected through retailers. (2) Sample Size Sample size has been 268 retailers of various places in East Delhi. pamphlets and companies portals were studied for relevant information regarding the subject of the projects. These documents were very useful for theoretical. INST= Institutions. (3) Secondary Information Companies documents. VIZI cooler i. Care was taken to keep the question simple and concise. On the basis of detailed analysis of information and data collection. from these documents. CIN =Cinema halls. G =General stores. PGDM 07.e. and personal interviews of retailers and different employees of Pepsi (salesman. etc. Separate question were made for customers and retailers. various journals.e.09 . it has been possible to complete the task. For example • • • • • Category of shops i.The universe of research was carried on suppliers of cold drink and retailers of cold drink. questionnaire.). E = Eatery shops. C =Convenience Shops. (4) Question Re-design The question was designed keeping in mind the need of the project. Fridge of Pepsi or Coca-Cola and the capacity of fridge Boards of Pepsi or Coca-Cola Created by Varun kumar. conceptual and organizational Background.

Channel………………………………………………………………… 1. Contact no………………………………………………………….. journals and newspapers.09 .………………………. QUESTIONNAIRE Name of the Shop……………………………………………Contact Person…………………………. Address …………………………………………………………………………………………… …………………………………………………….• • • • • Painting of Pepsi Cola-Cola Glow sign boards of Pepsi or Coca-Cola Iceboxes of Pepsi or Coca-Cola Air hanger of Pepsi or Coca-cola Gravity rack of Pepsi or Coca-cola Etc… SECONDARY DATA: All secondary data are collected and edited from the literature. net. Which product of which company sells most? Pepsi Coke Others Created by Varun kumar. PGDM 07..

Do you think customer is attracted to buy more after the scheme is introduced? Yes No Created by Varun kumar. Which company provides the better credit facility? Pepsi Coke 7. Are you excited about the gifts offered in the scheme? Yes No 12. Do you think promotion material given by the company for the scheme is sufficient? Yes No 10. Are you getting timely supplies by the company salesman/vehicle? Always Generally Sometime Never 13. What attract a customer more price or schemes? Low price New schemes 15. Do you think that the company support for the scheme is sufficient? Yes No 11. 5. Cola Pepsi Coke Mirinda(O) Mirinda(L) Limca Slice 7Up Sprite Twister Fanta minute made 4. Are you aware of the “twister display scheme” programe? Yes No 9.2. How do you feel about the salesman behavior! Frequency of visit? Highly satisfactory Average Not up to the mark 14.09 . PGDM 07. Who’s delivery Van visit more frequently? Pepsi Coke Who gives more beneficial schemes? Pepsi Coke 6. Number of crates available of each brand. Which flavor of cold drinks sells most? Cola Lemon Mango Orange Thumsup Maaza Dew 3. Which company’s Chiller do you have? Pepsi Coke Other 8.

PGDM 07.16. Which affects sale more than other price or advertisement? Lower the price higher the sale More the advertisement higher the sale 17.09 . Are you regularly collecting the bills given by the salesman? Yes No DATA INTERPRETATION GLOW SIGN BOARD STATUS IN TRANS YAMUNA AREA (DELHI) Created by Varun kumar.

09 .Pepsi Coco cola No sign boards 30% 25% 45% PRINTING STATUS IN TRANS YAMUNA AREA (DELHI) Created by Varun kumar. PGDM 07.

PGDM 07.Pepsi Coco cola No paintings 28% 22% 50% COOLING EQUIPMENT STATUS IN TRANS YAMUNA AREA (DELHI) Created by Varun kumar.09 .

09 .Pepsi coca cola Others 37% 25% 38% MARKET SHARE OF PEPSI IN TRANS YAMUNA AREA (DELHI) Created by Varun kumar. PGDM 07.

PGDM 07.09 .Pepsi Mirinda-L 7up Mirinda-O Mountain Dew Slice Twister 25% 6% 10% 15% 20% 20% 4% SATISFACTION OF DISTRIBUTION IN TRANS YAMUNA AREA (DELHI) Created by Varun kumar.

PGDM 07.09 .Pepsi coca cola Not satisfied 20% 22% 58% Created by Varun kumar.

customers prefer Pepsi brands much.09 .FINDINGS AND OBSERVATIONS • • • • • Company holds good position in the market with its brand “MOUNTAIN DEW” & “SLICE”. An old phrase in our course is that motivated people are more productive then productive people are more motivated. so retailers always ask for schemes. so that mixed outlet are more in number. after which proper action was taken against that individuals. Every one prefers his profit. • • • • • • Created by Varun kumar. territory. Small retailer sells both Pepsi & Coke. to increase their profit. So motivation is an inevitable factor not in this segment but everywhere. During my survey I came through an incidence where I found that an individual was trying to sell duplicate bottles of Pepsi at Deepak Agency. Some people have tendency to switch over other brands. PGDM 07. so some times they sell competitor’s product due to schemes. During my survey I came through an incidence where I found that an individual was selling the Pepsi and Coca Cola soft drinks which came from the M. Goodwill of company is very good. “THUMPS-UP” & “LIMCA” is more in demanded in comparison to other products of PEPSI. which is available to them in time. The Route Agents were not found motivated.P. This is directly loss of the distributor. MOUNTAIN DEW” & “SLICE” is demanded more than any other flavor. Retailer’s complaint about non-availability of variety of flavor in peak Seasons. which is related to concern area.

RECOMMANDATIONS • Company should be given more and more scheme to the retailers as the Coke people is doing and benefits of scheme should be reachable to each retailer weather it is big or small. I also suggest that company officials must conveying meeting with distributors so as to listen to their grievances & suggestions to enhance the business of the company. They must fulfill it. Company should sponsor important events like Game. Schemes should be honestly distributed to each small and big outlet owners. If sales person make any kind of promise to the retailer’s and shopkeeper. PGDM 07. Monopoly outlet should be created. Product should be provided on time when demanded. The company should provide proper channel for the redressed of problems faced by shopkeepers. The company should also give schemes to the customers to increase their sales. Gift or discount to be given if any outlet achieves its target given by the company. Customer executive should visit the area regularly and sort out the problem faced by the retailer or exclusive counters.09 . hold shows. Then selection process the sales man should be paid more attention because as they are the word of mouth for the company so they should be selected properly. bring celebrities to increase sales. • • • • • • • • • • • Created by Varun kumar.

And take corrective measures in case of default.09 . Company should try to tap the youth under age group of 8 to 25. This will also force route agents not to take leaves frequently dining season. • • • Created by Varun kumar. There should be surprise check by the company to ensure whether a benefit of schemes provided by the company reaches to small retailer or not. Shopkeeper’s feedback should be taken. This will result in increase of sale of the product. basically students of school & college through their canteens. as agents will make more efforts to sell the product. The company should introduce some scheme or policy for the route agents of the distributor. cinema ball. PGDM 07. and game parlor.• • Company should offer tour packages for customer with products on lottery basis. cyber café.

The soft drink market has great scope in future but it has to face tough competition with fruit juice milk based product market. This survey shows that all types of shops want to get involved in this soft drink business.CONCLUSIONS On the basis of my study I have came to the following conclusions which can be illustrated as follows: • The Company should give bigger chilling equipments to the outlets because due to the shortage of storing they are unable to keep bigger stocks. Counter tops etc. “MOUNTAIN DEW” & “SLICE” is the market king. Racks. Hangers. Paintings. Lack of motivation was assessed in employees of the company as well as salesman who are working under distributor. The company has not properly focused on chilling equipments. PGDM 07. Transportation vehicles must visit frequently. Maximum people have preferred it to other brands. Dealer Boards. Exchanging of the chilling equipments should also be done. • • • • • • • Created by Varun kumar.09 .

Internet Websites: www.pbg.09 .com www.goole.rki. PGDM 07.com www.com www.pepsico.pepsiworld.Rajan Saxena 3) Research methodology--------------M.com saw.BIBLIOGRAPHY Books Referred 1) Marketing----------------------------.com Created by Varun kumar.Philip Kotler 2) Marketing management------------.I Mahajan Beside this I have used Pepsi websites and so many Business magazines which had helped me a lot.

APPENDIX Created by Varun kumar. PGDM 07.09 .

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