PREFACE

Today the Soft Drinks market is flooded with different brands of soft drink resulting into fierce competition. The companies have to adopt different marketing strategies in order to compete in this era to cope in the prevailing situation. In order the companies always strive to successfully introduce their products in the market with innovative ideas and pioneering strategies. As soon as the Indian Economy opened up the economy, the cola giants, PEPSI & COCACOLA jumped in and then conquered the Indian soft drinks market with their aggressive and ever changing strategies. They attacked almost all segments of the Indian consumer market that has now resulted into multiphase expansion of the Indian soft drink market. The amount of investment made by these companies in this short duration in India speaks for itself. Both Coke as well as Pepsi has already made an investment of more than US$ 700 million alone in the Indian market. Although these cola giants have worldwide presence but their focus in the Indian market is phenomenal. With its effective and efficient distribution network it is covering the need of entire population of the country. With ever changing customer tastes and preferences, it is very difficult to develop an effective programme. Proper sales promotion strategies should be set up in accordance to the market location. Top-notch service and regular feedback also helps in keeping up the pace.

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ACKNOWLEDGEMENT
It was a great experience to be attached to such a reputed organization, which is a soft drinks market leader in India. I express my deep sense of gratitude to M/s VARUN BEVERAGES LIMITED (franchisee of Pepsi) for providing me an opportunity to complete my summer training project. I would like to thank Mr. Sharad Vatss (Marketing Development Manager), Mr. Hitesh Sardana (Account Development Coordinator), Mr. Pranav anand (Customer Executive) and Mr. Praveen Kumar (Marketing Executive) for their constant support and providing the itinerary at all stages of the project. I also offer my sincere gratitude to Dr. S.K. Sharma (DIRECTOR, MIM) and prof. Mr. Nitin singh Faculty of Maharishi Institute of Management, for his useful suggestions, help and support.

With regards,
SUNIL KUMAR PGDM 16th BATCH Roll no. - 1603 Session: - 2010-2012

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TABLE OF CONTENTS

Chap no Chap name
Title page Preface Acknowledgement Executive summary 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Company profile History of Pepsi VARUN beverage Pvt. Ltd. (Jaipuria group) Company worldwide Organization and its objective VARUN beverage objective Product and Product range Analysis of Slice and Mazza Marketing strategies HRM strategies CRM strategies Recruitment and Employment strategies Promotion and Advertisement strategies Future plan of company Data analysis and interpretation Conclusion Recommendation Limitation Glossary and bibliography Annexure

Page no.
1 2 4 5-9 10-17 18-22 23-27 28-29 30-36 37-43 44-48 49-57 58-59 60-61 62-64 65-70 71-75 76-85

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Noida. Rana. The objective of the project was to find out what are the constraints and adherence in applying the ―Visicooler plannogram‖ and how to tackle them. They should be properly equipped by complete knowledge of the schemes so that they can give proper knowledge to the retailers. which was of 150 retailers.EXECUTIVE SUMMARY This project was undertaken for a period of eight weeks at M/s Varun Beverages Ltd (a Franchisee of PepsiCo) for the partial fulfillment of the PGDM (Post Graduate Diploma in Management) course from Maharishi Institute of Management. The Customer Executives. All retailers selected in the sample had been asked about “PepsiCo Visicooler Plannogram”. To make retailers aware about the “PepsiCo Visicooler Plannogram” and ensure that they do follow it regularly to lure more customers and to ultimately increase its market share and their profit (by 30%). “PepsiCo Visicooler Plannogram” was an absolutely new concept and it had an innovative way to attract both retailers & customers. a lot of sales promotion activities had been already initiated by the company. Salesman and Merchandiser of the company need to act as a bridge between retailers and company. it was observed that “PepsiCo Visicooler Plannogram” has a vital role in increasing sales of the company and that the same would directly have an impact on the market share of the company. wherein it was observed that most of the retailers do not have proper information even about retailer centric promotions (POG) being offered by the company. The basic purpose of the sales promotion activities is to enhance the demand of products by temporarily increasing their value to the purchaser. a survey was conducted on retailers with the help of a questionnaire in the region of East Delhi. A major area of improvement that the company should look at is retailer‘s awareness about the new ―Visicooler Plannogram‖. The same came to light during the survey. In East Delhi region. After the survey. The sample size was decided by Mr.S. H. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 4 . Among these activities. To complete this project.

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(President) & (CEO) Industry Products Food & Non-alcoholic beverage Pepsi. Diet pepsi. New York . Mountain Dew.S. Lehar (soda water).S.Type Public (NYSE:PEP) Founded New York. Nimbooz. Slice. Quaker Oats Frito-Lay. U. Kurkure. Aquafina (mineral water) Gatorade (sports drink).(1965) Headquarters Purchase. Uncle Chips MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 6 . Cheetos. Area Served Key people Worldwide Indra Krishnamurthy Nooyi (Chairwoman). 7UP. Mirinda. Tropicana Products. U.

000 (2008 PepsiCo America (PepsiCo Americas Food. PepsiCo International Website PepsiCo.Revenue Employees Divisions Approximately $60 billion 185.com MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 7 .com. pepsiindia. PepsiCo Americas Beverages ).

evaluating the data and suggesting the recommendations. Researchers may adopt more than one research MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 8 . making deductions and evaluations. In the field of juice based product in the market and the taste & preference of consumer. The company consists of the snack business of FritoLay North America and the beverage and food businesses of PepsiCo Beverages and Foods. organized and analyzed the data. Brand awareness is not such an easy task. which happens to be original in character. which includes PepsiCo Beverages North America (Pepsi-Cola North America and Gatorade/Tropicana North America0 and Quaker Foods North America. I m going to discuss and analyze the awareness and positioning of Slice. marketing research uses several types of research designs namely. therefore. collected. thereby reaching the conclusions. to discard it. thereby making it much more valuable and appropriate by analyzing it in the perspective of new and the first hand data i.e. Methodologically. data which has already been collected by someone else. Quantitative techniques. Descriptive and Analytical techniques etc. In this project. Pepsi Co brands are available in nearly 200 countries and territories. I defined the problem. PepsiCo International includes the snack businesses of Frito-Lay International and beverage businesses of PepsiCo Beverages International. brand awareness and promotion are indispensable for the future growth prospects. In this project. based upon marketing research. with revenues of approximately $60 billion and over 147. Conceptual and Empirical techniques. Qualitative techniques. Primary Data. With a fierce competition ranging amongst various companies involved in the field of soft drink. 00 employees.e. I m going to adopt a multiple strategy in defining the problem. It is absolutely essential to determine the various ways for the business to grow and succeed in a dynamic way and finding the root cause for the available problem.INTRODUCTION PepsiCo is a world leader in convenient foods and beverages. Multiple strategy includes an extensive research on secondary data i.

a multiple research design strategy.involves a large number of respondents. uses random sampling techniques to as to infer from the sample to the population. To understand that better. Therefore. but to achieve the aim and objective of the project.which is generally used to draw conclusions. the customer should be able to identify a firms product in the retail store or able to recall it‘s brand whenever he or she thinks of the product class. In other words. we must have a look at the Questionnaire compiled. At the top end of the continuum is the brand that exists at the top of the customers mind. Quantitative Research Design has been adopted. Brand awareness is the ability of potential buyer to recognize or recall that a brand is a part of a product category. I m going to define and explain the relevance and appropriateness of each and every questions which was made a part of the Questionnaire and how it moved the project towards it‘s pre-determined objectives. the entire marketing research project depended hugely for its success on an appropriate an effective Questionnaire as it is very rightly called the heart of the entire survey operation. If it is not properly set up: Then the survey and its outcomes are bound to fail. Shareholders PepsiCo (symbol: PEP) shares are traded principally on the New York Stock Exchange in the United States. PepsiCo has consistently paid cash dividends since the corporation was founded.examples include Surveys and Questionnaires. This is the happy and most desired condition that any marketer seeks. The company is also listed on the Chicago and Swiss stock exchanges. The next level is of all the other brands that are recalled by the customer in an unaided form. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 9 . Hence first and foremost.e.designs i. Brand awareness has to be thought of as ―a continuous range from an uncertain felling that a brand is recognize to a belief that it is the only one in the product class‖. The customer is asked to recall as many as he or she is able to whenever one thinks of a product.

whose number grew from just two in 1905. sugar. he mixed the syrup himself and sold it exclusively through soda fountains. At first.S. Aids Digestion. and applied to the U. The business began to grow. vanilla. Invigorating." He also began awarding franchises to bottle Pepsi to independent investors. pepsin and cola nuts.HISTORY OF PEPSI Caleb Bradham of New Bern. Caleb sold 7. in the cities of Charlotte and Durham. His most popular beverage was something he called "Brad's drink" made of carbonated water.968 gallons of syrup. 1903. rare oils. North Carolina was a pharmacist. there were Pepsi-Cola franchises in 24 states. and 40 by 1907. That year. he launched the Pepsi-Cola Company in the back room of his pharmacy. Patent Office. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 10 . using the theme line "Exhilarating. that he created himself. was later renamed Pepsi Cola in 1898 after the pepsin and cola nuts used in the recipe. Like many pharmacists at the turn of the century he had a soda fountain in his drugstore. and on June 16. Caleb Bradham wisely bought the trade name "Pepsi-Cola" for $100 from a competitor from Newark. But soon Caleb recognized that a greater opportunity existed to bottle Pepsi so that people could drink it anywhere. to 15 the following year. By the end of 1910. Patent Office for a trademark. "Pepsi-Cola" was officially registered with the U. created in the summer of 1893.S. In 1898. In 1902. New Jersey that had gone broke. North Carolina. where he served his customers refreshing drinks. "Brad's drink".

By 1907. Growth was phenomenal.000 gallons of syrup per year. They were the cornerstone of the Pepsi-Cola enterprise. Building a strong franchise system was one of Caleb's greatest achievements. provided a sturdy foundation. entrepreneurial in spirit and dedicated to the product's success. and in 1909 Caleb erected a headquarters so spectacular that the town of New Bern pictured it on a postcard. the new company was selling more than 100.Pepsi-Cola's first bottling line resulted from some less-thansophisticated engineering in the back room of Caleb's pharmacy. Famous racing car driver Barney Old field MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 11 . Local Pepsi-Cola bottlers.

. "Nickel Nickel" became a hit record and was recorded into fifty-five languages. Company leadership MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 12 . Pepsi Cola went bankrupt in 1923. invigorating. who refused to offer a bid. Caleb Bradham lost Pepsi Cola. Charles G. He had gambled on the fluctuations of sugar prices during W. a fine bracer before a race. Pepsi Cola was bought by the Loft Candy Company Loft president.refreshing.I..endorsed Pepsi in newspaper ads as "A bully drink." After seventeen years of success. In 1940. In 1931.W. history was made when the first advertising jingle was broadcast nationally. Guth who reformulated the popular soft drink. Guth struggled to make a success of Pepsi and even offered to sell Pepsi to the Coca-Cola company. The jingle was "Nickel Nickel" an advertisement for Pepsi Cola that referred to the price of Pepsi and the quantity for that price. believing that sugar prices would continue to rise but they fell instead leaving Caleb Bradham with an overpriced sugar inventory.

they have a responsibility to all the stakeholders including the communities in which they operate. the consumers they serve and the environment whose resources they use. This means that while businesses maximize shareholder value. PepsiCo India‘s growth has been guided by PepsiCo‘s global vision of ―Performance with Purpose‖. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 13 .PepsiCo entered India in 1989 and in a short period of 20 years has grown into the largest and one of the fastest growing food & beverage business in the country.

rehydrator Gatorade. Tropicana 100%. As PepsiCo grows. the portfolio transformation will continue with a systematic plan to reduce added sugar. Tropicana juices. Model partnership with over 22.000 farmers: PepsiCo has pioneered and established a model of partnership with farmers and now works with over 22. PepsiCo provides 360 degree support to the farmer through quality seeds. PepsiCo India has been frequently recognized for its industry-leading human resource practices. weather insurance. PepsiCo India‘s diverse portfolio includes iconic brands like Pepsi. (13 company and 23 franchisee owned) and three food plants.000 happy farmers across ten states.000 people across the country. and was one of the five top marketers of the country in 2009. and talent. It‘s beverage and snack food business is supported by 36 beverage bottling plants. Quaker and young but immensely popular and fast growing brands such as Nimbooz and Aliva. PepsiCo was the first in India to introduce the use of healthier oils for its snacks -. Kurkure. PepsiCo India‘s farming program has improved their livelihoods and incomes by providing assured buy back of their produce at pre-agreed prices thus insulating them from open market price fluctuations.1 food & beverage business in India: PepsiCo India has not only grown to become the country‘s largest food and beverage business but has also become a powerful and consistent driver of PepsiCo‘s global growth. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 14 . Over the last two years. sodium and saturated fats in its products. Kurkure and Cheetos. India's beverage and foods businesses have been the largest volume growth contributors to PepsiCo across the globe. Lay‘s. bank loans. disease control packages.Large investor: One of the largest US multinational investors in the country with an investment of over $1 billion. Pepsi Max and Cheetos Whoosh. and latest technological practices.Lays Potato chips. corporate values. the portfolio includes several healthier treats like Quaker Oats. extension services. PepsiCo India provides direct and indirect employment to over 1. making the healthful choice an easier choice. No. More than 45% of these are small and marginal farmers with a land holding of one acre or less. A third of PepsiCo India's portfolio today comprises healthier products: PepsiCo‘s portfolio reflects its commitment to nourish consumers with a diverse range of fun and healthy products.50. ‗indovations‘. Gatorade. Today.

PepsiCo India currently employs over 100 differently-abled people and has won the prestigious Hellen Keller award from the National Centre for Promotion of Employment for Disabled People (NCPEDP). Initiatives such as agriculture waste boilers in our plants. PepsiCo India has received numerous awards such as CII National award for water management. reduction in weight of packaging and film used in product packaging.000 families. Water Digest award for water practices and Golden Peacock award for water conservation among others. and employees‘ focused development through critical experiences. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 15 . This means that it replenishes more water than it consumes in its manufacturing operations. This has been validated by Deloitte Consulting. PepsiCo India saved 10.1 billion litres of water through various initiatives. Exemplary employment practices: PepsiCo India believes in providing employment and growth opportunities to local talent. PepsiCo is leading a pioneering initiative to replace transplanting of paddy with direct seeding technology which has helped reduce water consumption in paddy cultivation by over 30% and has also cut down GHG emissions by 75%. the company is now focused on reducing its carbon footprint. Its ‗College of Leadership‘. ensures early identification of talent.Global leader in water conservation: In 2009. In 2010. For water related environment initiatives. PepsiCo India achieved a significant milestone. by becoming the first business in the PepsiCo system to achieve „Positive Water Balance‟ (PWB). installation of wind turbines. reduction of use of chemicals. Nearly 30% of its energy is today generated from renewable sources such as rice husk boilers and wind turbines. Its award-winning "waste to wealth" recycling program reaches 450. Today women comprise more than 25% of the company‘s leadership team in India. PepsiCo has been offering employment to women employees at the same employment terms and equal growth opportunities as men. conversion of potato waste into bio gas help reduce load on the environment. PepsiCo India also partners NGOs and local administrations in three states of India to recycle household solid waste in an endeavor to keep cities clean. reduction in weight of metal crowns/polypropylene caps for plastic bottles. PepsiCo strongly believes in ―Winning with Diversity and Inclusion‖. Care for the environment: Following its success in water conservation.

―This breakthrough innovation is a transformational development for PepsiCo and the beverage industry. the company expects to broaden the renewable sources used to create the ―green‖ bottle to include orange peels. The bottle is made from bio-based raw materials. fully renewable resources.‖ said PepsiCo Chairman and CEO.PepsiCo Develops World‟s First 100 Percent Plant-Based. PepsiCo has identified methods to create a molecular structure that is identical to petroleum-based PET (polyethylene terephthalate). Renewably Sourced PET Bottle Plant-based materials eliminate need for petroleum. feels and protects its product identically to existing PET beverage containers. In the future. Indra Nooyi. PepsiCo (NYSE: PEP) today announced it has developed the world‘s first PET plastic bottle made entirely from plant-based.‖ Combining biological and chemical processes. pine bark and corn husks. ―PepsiCo is in a unique position. This process further reinforces PepsiCo‘s ―Power of One‖ advantage by driving a strategic beverage innovation via a food-based solution. significantly reduce bottle‟s carbon footprint PepsiCo has unique ability to source plant-based materials for production PURCHASE. to ultimately source agricultural byproducts from our foods business to manufacture a more environmentally-friendly bottle for our beverages business – a sustainable business model that we believe brings to life the essence of Performance with Purpose. and a direct result of our commitment to research and development. N. 2011) — Building upon its heritage as an innovator and leader in environmental sustainability. (March 15. PepsiCo‘s ―green‖ bottle is 100 percent recyclable and far surpasses existing industry technologies. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 16 . enabling the company to manufacture a beverage container with a significantly reduced carbon footprint. as one of the world‘s largest food and beverage businesses. potato peels. which results in a bottle that looks. including switch grass.Y. oat hulls and other agricultural byproducts from its foods business.

energy. to provide a great workplace for our associates. to find innovative ways to minimize our impact on the environment. which we believe also means a more successful future for PepsiCo. With net revenues of approximately $60 billion. Gatorade. and reducing packaging volume. PepsiCo‘s people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet. For more information. Tropicana. Frito-Lay." With this development. support.also make hundreds of other enjoyable and wholesome foods and beverages that are respected household names throughout the world. "By reducing reliance on petroleum-based materials and using its own agricultural scraps as feedstock for new bottles. and to respect. the company intends to move directly to full-scale commercialization. and Pepsi Cola -. Senior Program Director of As You Sow. We call this commitment Performance with Purpose: PepsiCo‘s promise to provide a wide range of foods and beverages for local tastes. this advancement should deliver a double win for the environment and PepsiCo. Specific examples of PepsiCo‘s recent environmental innovations and progress include: About PepsiCo PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands. a San Francisco-based foundation. including by conserving energy and water usage. water and packaging. which promotes corporate social responsibility through shareholder engagement.PepsiCo will pilot production of the new bottle in 2012. Upon successful completion of the pilot. including 19 different product lines that generate more than $1 billion in annual retail sales each.Quaker. Our main businesses -. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 17 ." said Conrad Mackerron. and invest in the local communities where we operate. PepsiCo continues its leadership position in environmental sustainability and driving progress against the global goals and commitments it announced in 2010 to protect the Earth‘s natural resources through innovation and more efficient use of land. "As You Sow applauds PepsiCo's innovative packaging design.

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The manufacturing facilities were restricted at Agra Plant only. the group as on today can laid claim to expertise and leadership in the fields of education. R. Pepsi Foods Limited. It has total 46 Pizza Hut Restaurants & 1 KFC Restaurant under its company. Donald M. K. Varun Beverages Ltd. Headed by Mr. Kendall. R. is the flagship company of the group. It has exclusive franchise rights for Northern & Eastern India. Companies are medium sized. unlisted and closely held between Indian Promoters and foreign collaborators. in the presence of MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 19 .. The group added another feather to its cap when the prestigious PepsiCo ―International Bottler of the Year‖ award was presented to Mr. Its services touch different aspects of commercial and civilian domains like those of Bottling. food and beverages. The group also became the first franchisee for Yum Restaurants International [formerly PepsiCo Restaurants (India) Private Limited] in India. K. The business of the company was started in 1991 with a tie-up with Pepsi Foods Limited to manufacture and market Pepsi brand of beverages in geographically pre-defined territories in which brand and technical support was provided by the Principals viz. USA. The schools of the group are run under a Registered Trust namely Champa Devi Jaipuria Charitable Trust. It diversified into education by opening our first school in Gurgaon under management of Delhi Public School Society. The award was presented by Mr. founder of PepsiCo Inc. UNDER RKJ GROUP” It can be said with absolute certainty that the RKJ Group has carved out a special niche for itself. professionally managed.“ORIGIN OF VARUN BEVERAGES LTD. Food Chain and Education. Jaipuria. Jaipuria for the year 1998 at a glittering award ceremony at PepsiCo‘s centennial year celebrations at Hawaii.

Mr. driving earnings improvement and increasing shareholder value. the 41st President of USA. and Mr.. Their Success •Production of innovative. Roger A. Mission Continuously excel to achieve and maintain leadership position in the chosen businesses.O. high quality retail branded beverages combined with world-class packaging. •Driven by a management team with a relentless focus on achieving superior customer service. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 20 . Chairman of the Board & C. George Bush. and delight all stakeholders by making economic values in all corporate functions. Enrico. Craig Weatherup. Vision Being the best in everything we touch and handle.E. President of Pepsi Cola Company. Mr. PepsiCo Inc.

Jaipur 13. Cuttack 7. training and management backup for strong performance and accountability. Lucknow 10. New Delhi 2. Bhopal 15. 5. Gwalior 16. Varanasi 11. 4. Chandigarh 9. Indore 17.Their People At RKJ Group they are creating an environment where our employees enjoy a greater degree of empowerment both individually and in their work teams. Kolkata Chennai Hyderabad Agra 12. JAIPURIA GROUP IN INDIA OFFICES AND PLANTS 1. 6. as well as in an environment of open communication and involvement. Goa 19. Their employees are equipped with the necessary tools. Udaipur 18. Vishakhapatnam 17. Mumbai 3. Guwahati 8. Patna MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 21 . Noida 22. Dharwad 20. Jamshedpur 21.

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PEPSI COLA INTERNATIONAL‟S STRATEGY     Target core Brand Focus on business growth. Pepsi Company is established in Indian in 1989. Pepsi MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 23 . so that consumes were greeted virtually at very street corner by Pepsi‘s blue-red and white colors. serving more than 60% of its sales and operation profits from its snack. It joined hands with Voltas Ltd with 60%equity. At that particular time it was know as a nonCobo (Company owned bottling operations) company. Pepsi working with Indian business groups to seek government approval for its entry in the India soft drink market. in effort invisible to consumers. the company‘s beverage business has grown 50% streets ahead of the market. In 1977. In January 1995 Pepsi took over and it is now known as a Cobo (Company owned bottling operations) company. But now it has become a fully owned subsidiary.“COMPANY PROFILE WORLDWIDE” COMPANY VISION To become truly global company. It poured in vast sums to whip up its visibility at the retail level. Pepsi offered Indian Government to help in the exports of some of its agricultural products in a volume that would cover the cost of importing soft drink concentrate. which has expanded by 20%. Under the supervision of Mr. began to lay plans to enter this huge Indian soft drink market. Satisfy market priorities Focus on franchising with building core of company owner. Pepsi Company is broad based food and Beverages Company. Bradhman Pepsi‘s first bottling plant was build 1905.foods and restaurants business. when Coca-cola left the country then Pepsi Co. A North Carolina Pharmacist established Pepsi Cola in 1980 as a cure for Dyspepsia (indigestion). Established with a turnover of $ 28 billion in 1989. Behind the hype. by continuing to build a competitive and profitable worldwide refreshment beverage business.

S. its plant at Sonepat has become the first rice-processing facility in India.5 million. For this another subsidiary Pepsi co. It is expanding its business in the other fields also. Puree. Pepsi has also developed agricultural linkages to boot its export thrust and as a move in the direction. India Holding was set up as investment vehicle capitalized at $9. This year Pepsi has achieved a 100% growth in the export turnover in the first quart of 1998 over the corresponding period for the previous year. Branded red and green chili. These include Baron. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 24 . which was warmly received by India customers and consumers. a bread of peanut butter marketed in U. which has proved to be winner was the position Pepsi. ginger and garlic paste &cooking paste under the season‘s Harvest home. 1995 2new COBOs were opened in UP & Gujarat. But the big strategy. 1996 Mirinda attend No 1 Position in orange beverage category. May 1998 was major launch of Mirinda Lemon in India. Pepsi mean while added a new range of products to its agro-export Portfolio. Pepsi is trying very hard to maintain the lead it made over its competitors in the India sift drink market.. This is apart from the money that up grading the plants. 1994 Pepsi achieved the number 1 position in cola brand India.free loans to upgrade their operations. Pepsi has taken a lead in the beverage concentrate exports from potential in the near future. April 1993. decided taken company owned Bottling operations (COBO). It is in the business of export of beverages concentrates. Weak bottlers who did nit have the finance were given massing support in from of interest. which is also the name of its branded basmati rice. 1991 saw a major launch of 7-up in India.pumped in Rs. Voltas and Punjab Agro‘s equity stakes were bought over converting Pepsi Foods from a joint venture to fully own subsidiary.300 Crore to add muscle to its infrastructure in bottling and distribution.

When Pepsi entered parley was the leader with ‗Thumps UP‘ being its flagship brand. It operates through COBO (Company owned bottling operations) and FOBO (Franchise owned Bottling Operations) It is this way a Pepsi Co. between Pepsi and Duncan‘s of the Goenkas fails to take off. “COMPANY PROFILE IN INDIAN SCENARIO” Since the entry of Pepsi co. With the re-entry of Coca-Cola in the Indian market. Voltas and Punjab Agro is submitted to the government after an earlier proposed alliance. the soft drink Industry has undergone a radical change. Pepsi has a well-aligned bottling network. Another upcoming player in the market was the erstwhile bottle of Coca-Cola. Pepsi had to go in for more aggressive marketing to sustain its market share. CHANNEL MANAGEMENT Pepsi has a very well managed distributive system. Some of its strategies it followed to be competitive in the market area follows – EMPOWERMENT One of the strongest weapons in the Pepsi‘s armory is the flexibility it has empowered with its people. India Strengthens it‘s marketing that gives it an edge. Its offerings included Campa Cola. Camps Lemon and Campa Orange.. Every number of its sales team is meticulously taught the merchandising and display skills that can leverage the reach of the company‘s bottling network to achieve high visibility for the product. The chronology the initial phase of the ―Coal Wars‖ in India was: July 1986 An application for soft drinks-cum-snack food joint venture by Pepsi. it has partners‘‘. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 25 . Every manger and sales person has the authorities to take whatever steps he feels will make consumer aware of the brand and increase its consumption. Other product offerings by parley included Limca & Gold Spot. It is operating in a very well managed manner. Pure Drinks.At present Pepsi is trying very hard to maintain its position in the market. to India in 1987.1985. It is said the ―Pepsi don‘t have bottlers.

March 1990 Pepsi Cola and Seven up Launched in limited market in North India. Jan 1992 Brito Foods application cleared by the FTPB. Products launched Delhi and Bombay. May 1990 The government clears the Pepsi project again but with a change in brand name to Lehar Pepsi. Captures about 25. 1993 Pepsi launches Teem and Slice.Sept.L) project granted by the Cabinet Committee on Economic Affairs of the Rajeev Gandhi Government. Dec 1991 Pepsi extends its soft drinks reach on national scale. Citra form the Parle stable hits the market.1988 Final approval for the Pepsi Foods Limited (P. Simultaneously it rejects the Coca-Cola application. 1994 Pepsi brought Dukes& Sons 1995 Pepsi launched Cans having capacity of 330 ml in various flavors.30% of the soft drinks market in about two years. July 1993 Volta‘s pulls out of PFL joint venture.F. Pepsi and Parle start initial negotiations for strategic alliance but talks break off after a while. Pepsi decides to raise equity to 92% Reports of coke – Parle negotiations gain strength. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 26 .

2006 Bubbly Pepsi was launched. 2003 Pepsi launched Mountain Dew 2005 Mirinda lemon zinger. 7UP. 2007 Pepsi Gold was launched. 2001 Pepsi launched Aquafina. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 27 .5 Liters pet battles for health conscious people. Parle launches Thumps Up and Drinks launches Campa Cola.1997 Pepsi brought Mirinda Orange opposite to Fanta.Ice was launched by Pepsi. 1997 Refusing to dilute its equity state Coca-Coal winds up operations in the country. 1998 Pepsi launched Lemon Mirinda to give taught competition to Limca. 1999 Pepsi has launched its Diet Pepsi Can and 1.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 28 . the entire PBG sales force competes on a local level to serve existing customers and to win new accounts. Their organizational structure. develop market-specific strategies. more than one-half of PBG employees work in sales. reflects the same priorities. They designed their organization to give their market units the autonomy to serve the needs of individual customers. a structural framework of duties and responsibilities required of a personnel in achieving the predetermined goals. From the General Manager to the frontline customer representative. The Vice President/General Managers of PBG‘s market units lead marketing and sales efforts in contiguous geographic areas with common major customers. followed by nearly one-third in operation. based on a general management model. In North America.“ABOUT ORGANIZATION AND ITS OBJECTIVES” By the word organization we generally mean. An organization of VBL is a simple yet complex in terms of the different designations provided to its employees. Company‘s overall view of organization can be successfully dealt as follows: The people at PBG reflect the Company‘s emphasis on superior sales capability and service. and respond to local marketplace dynamics.

Fix it today. Reinforce goals. simplify Clear accountability for results No excuses. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 29 . Operate with integrity and justice. plan performance Prioritize.Their aims are: We compete locally. Every front-line job has targets. Treat everyone fairly. Every individual is important. and with dignity. focus. Our success is built upon passion. ―Small‖ in big/small company Visible community leadership Mindset of an entrepreneur Know/Service every customer Sense of urgency There is no tomorrow.

To monitor whether updates in the programmed book is clan in time or not. To monitor whether it is successfully implemented in the market.“OBJECTIVES OF VARUN BEVERAGES ” The objectives of VBL are:    To observe the implementation and working of sales club programme at different sections in Noida. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 30 .       To check out that all the required materials for sales club programmed are given to customer/ retailer or not. To find out the effect on increasing the sales b/z of sales club programmed at partial shop. To make the books available to the customers. To monitor the customer awareness about the sales club programme whether they are fully aware about the programme or not. To monitor the purity of vis-cooler at sales club account. To monitor the purity of sack at sales club account.

Corporate giving is focused on giving where Pepsi Co‘s employees volunteer. fairness and integrity!‖ as exclaimed by Pepsi Co‘s. Our employees. And in everything we do. Chicago. We seek to produce healthy financial rewards to invest as we provide opportunities for growth and enrichment. talent and funds to programs of national impact.Security analysts and other members the professional financial community who have question Pepsi Co‘s investor relations department at (914) 253-3035 or (914) 253-2155. This philosophy is put into action through support of social agencies. SHAREHOLDERS: . Each division is responsible for its own giving program. The scope of this support is extensive-ranging from sponsorship of local programs and support of employee‘s voluntary activities to contribute to time. it has a responsibility to contribute to the quality of life in our commodities. CORPORATE CITIZENSHIP Pepsi Co‘s believe that they are corporate citizen. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 31 .Pepsi Co‘s (symbol: PED) shares are traded principally on the New York Stock Exchange in US. we strive for honesty. 2005 and January 30. Pepsi Co‘s has consistently paid cash dividends since the corporation was founded. September 27. projects and programs. COMPANY DOCUMENTS Investor relations: . The company is also listed on the Amsterdam. our business partners and the communities in which we operate. Swiss and Tokyo stock exchanges.“OTHER INFORMATIONS ABOUT VBL” EARNINGS RELASES Pepsi Co‘s 2004 quarterly earnings releases are expected to be issued the week of April 12 July 12. 2005. MISSION STATEMENT ―Our mission is to be the world‘s premier consumer product‘s company focused on convenient foods and beverages.

The gardens were originally designed by the world famous garden planner. Russel Page. and have been a visitor‘s booth in operation during the summer and spring. Edward Darell Stone. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 32 . The building occupies 10 acres complex that includes the Donald Mkendall sculpture gardens. The best product in the market place The highest quality The best testing. one of America‘s foremost architects. approximately 45 minutes from New York City. QUALITY POLICY     The best delivery.PEPSI HEADQUARTERS Pepsi Co‘s world headquarters is located in purchase. Alexander Calder. designed the seven building headquarters complex. and features work by such as Augusta Rodin. a world acclaimed sculpture collection in garden setting. Henery Moore. Alberto Giacometti. Henri Laurens. The collection of work is focused on major twentieth century art. TRAINING AND DEVELOPMENT It provide following to employee:    On Job Training Program In House Training Program Out door Training Program WELFARE ACTIVITIES Company provides welfare activities to its employees like:     Uniform Transportation facilities Canteen Annual meet etc. Arnaldo Pomodoro and Claes Oldenberg. New York.

9. The techniques for the purpose involve the undertakings of the following steps:  Understanding the problem  Understanding the mature  Surveying the available nature  Developing the ideas to through discussion  Rephrase the research problem While conducting the survey in PEPSI and making a glance on the titles of the report i. following problems are pointed out under given headings. The problem to be investigated must be defined unambiguously for that will help to discriminate relevant data from the irrelevant ones. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 33 . To find out the expectation level of the consumer. To know whether the company is able to met the demand of the product with an effective supply chain method or not. To analyze the position of the SLICE in the juice based drink 3. To know whether company have successfully analyze there weak routes. Defining a problem involves the task of laving down boundaries with in which the researchers shall study the problems with predetermined objectives in view. ―BRAND POSITIONING OF SLICE”. 5. IDENTIFY THE PROBLEM: 1. To estimate the market share of the SLICE. 6. To find out the future demand of the product. To know whether the company have effective distribution system or not. This statement signifies the need for defining a research problem. 4. 2. Advertising is effective to create impact on consumer or not.e.PROBLEM UNDERTAKEN/STUDIED Quite often we all hear that ―A problem clearly stated is a problem half solved”. 7. The main problem is to know the awareness of the SLICE in the market. 8.

the "pop" you hear and the "fizz" you see is the rapid escape of carbon dioxide gas caused by the sudden release of pressure on the beverage. The various possible causes that come into focus are: 1. Lack of proper analysis of week route area. Regular soft drinks contain 90 percent water. while diet soft drinks may contain up to 99 percent water. As with other foods.S. 2. ingredients used in soft drinks are approved and closely regulated by the U.  Promotional activities. PROBLEM SOLVING TECHNIQUES: The company should have to monitor these variables:  Market share of product. is the essential MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 34 . This carbonation creates the "tingly fizz" that gives soft drinks a refreshing taste. Carbon dioxide. a colorless and odorless gas. Lack of proper means of promotional activity or advertising. bottlers use sophisticated filtering and other treatment equipment to remove residual impurities and standardize the water used to make soft drinks. Food and Drug Administration (FDA). The syrup is mixed with water and then carbonated by adding carbon dioxide gas under pressure.  Taste and preferences of customer. Because of this.IDENTIFY THE POSSIBLE CAUSES OF PROBLEM: To identify the possible causes of problem a detailed study is done. Ingredients may include: Water: Soft drink production starts with a pure source of water. What's Inside Carbonated Soft Drinks Soft drink production begins with the creation of flavored syrup using a closely-guarded company recipe. The ingredients used in soft drinks are found in a variety of foods. Drinking water often includes trace amounts of various elements that affect its taste. Carbon Dioxide: When you open a soft drink bottle or can.

Some soft drinks contain a small amount of one or two common food acidulants Phosphoric Acid and Citric Acid. Potassium: Potassium is another essential nutrient found in many natural and man-made food ingredients. therefore. storage conditions and storage time can sometimes impact taste and flavor. most soft drinks are slightly acidic. For this reason. Most soft drink bottlers mix many individual flavors to create distinctive tastes. Carbon dioxide gas is absorbed into the flavored soft drink in a carbonator machine just before the container is sealed. Acidulants: Similar to fruit juices and many other food products. Acidulants add a pleasant tartness to soft drinks and act as a preservative. Natural flavors in soft drinks come from spices. Other flavors such as root beer and ginger ale contain flavorings made from herbs and spices. Like sodium. However. Occasionally. Colors: Many people don't realize how important color is to taste perception. natural extracts and oils. Small amounts of potassium are also found in some of the flavoring agents and other ingredients used in soft drinks. Flavors: One of the most important ingredients in soft drinks is flavoring. Fruit-flavored soft drinks such as orange and lemon-lime often contain natural fruit extracts. or high demand. potassium exists naturally in drinking water and. It is given off when we breathe and is used by plants to produce oxygen. carbon dioxide imparts a unique taste. other acidulants such as malic acid or tartaric acid are also used. There are also some artificial or man-made flavorings used in soft drinks since some natural flavors are limited geographically. The colors used in foods and beverages come from both natural and synthetic sources. soft drinks. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 35 . But when dissolved in water. If you don't believe it. seasonally.characterizing ingredient in all carbonated beverages. Preservatives: Soft drinks do not normally spoil because of their acidity and carbonation. some soft drinks contain small amounts of preservatives that are commonly used in many foods. Color affects our psychological impression of food. Bottlers buy pure carbon dioxide as a compressed gas in high-pressure cylinders. try eating a familiar food in the dark.

Sodium: Sodium. excessive consumption has been tied to high blood pressure in some people. It is an essential mineral nutrient responsible for regulating and transferring body fluids. Soft drinks are not significant sources of sodium in the diet. is present in many natural and man-made compounds. Sodium-free soft drinks are also available. Although an adequate daily intake of sodium is necessary for good health. in the form of various salts. Even people who are advised to restrict their intake of sodium by their doctor can usually drink and enjoy soft drinks with their doctor's approval. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 36 . as well as other important body functions. In Soft drinks are classified by the Food and Drug Administration (FDA) as "low" or "very low" sodium foods.

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Materials: glass. CORE BRANDS: PEPSI DIET PEPSI PEPSI CAFECHINO MIRINDA LEMON MIRINDA ORANGE SLICE MOUNTAIN DEW 7UP AQUAFINA SODA PACKAGES Two Types: single serve and multi serve 67 packages sizes and types. Packages may be returnable or non-returnable. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 38 . cola and non-cola flavor.PEPSI PRODUCTS Pepsi makes carbonated soft drinks i. cans. plastic.e.

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200ml 250ml 300ml. There are 40 managers/ officers/ supervisors and rest of workmen. 200ml Slice . MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 40 . 200ml 300ml. Slice has driven strong appeal within the category. In 2008. BOTTLE FILLING 300ml. These are as follows: PRODUCT PEPSI MIRINDA ORANGE MIRINDA LEMON SLICE 7-UP EVERVESS SODA MOUNTAIN DEW Plant is producing 10 million cases every year. 200ml 300ml. Plant has employed about 200 employees with separate company uniform on permanent and causal basis. Plant is dispatching near about 125-150 tracks in peak seasons per day to various location. This Plant spreads over 75 acres. Slice was relaunched with a 'winning' product formulation which made the consumers fall in love with its taste.Noida plant in Varun Beverages plant is a dedicated plant for five major products. With refreshed pack graphics and clutter breaking advertising.Pure Mango Pleasure Brand History Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to become a leading player in the category.“PRODUCT RANGE OF PEPSI” Gr. 200ml 300ml 300ml.

giving its consumers a chance to win luxuriant all-expense-paid holidays to their dream European destinations like Paris. Greece and Venice MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 41 . The creative idea ―Aamsutra‖ communicates the art of experiencing pure mango pleasure through the taste of Slice. Katrina Kaif was signed on as the Brand Ambassador on Slice. While other players have portrayed mango as a simple and innocent fruit. As a first ever by any brand in the Juice and Juice Drinks Category. Vienna. Bollywood‘s reigning Diva. Slice created disruptive excitement in the category and celebrated mango indulgence like no other. Slice celebrates the indulgence and sensuality of consuming a Mango. Slice took INDULGENCE to a new level in 2009 with the launch of the ‗Slice Pure Pleasure Holidays‘.Brand Advantage With the launch of ―Aamsutra‖ campaign in 2008 along with a winning taste & most appealing pack graphics.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 42 . potassium benzoate (preserve freshness) gum Arabic.“AN OVERVIEW OF PEPSI-COLA BRANDS PRODUCED BY VBL” PEPSI CONTENTS: CALORIES        TOTAL FAT SODIUM POTASSIUM TOTAL CARBOHYDRATE SUGAR PROTEIN CAFFEINE 100 0gm 25mg 10mg 27g 27g 0g 25mg Pepsi contains carbonated water. SLICE Produced at 80. yellow 6. potassium sorbate (preserve freshness).c and is prepared by VBL on large scale! CONTENTS:         CALORIES TOTAL FAT SODIUM POTASSIUM TOTAL CARBOHYDRATE SUGAR PROTEIN CAFFEINE 130 0g 35mg 70mg 34g 33g 0g 0g Slice contains carbonated water. high fructose com syrup and/or sugar. citric acid and natural flavors. Carmel color. phosphoric acid. malice acid. potassium citrate. high fructose com syrup and/or citric acid. caffeine.

QUICK BRAND FACTS   Slice was launched in India in 1993 Slice Mangola was introduced in 1994 MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 43 .

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given that CocaCola‘s strategy has always been to cut its appeal across to the whole family. The film opens with the leggy Katrina Kaif sashaying into her room. packaged mango drink market that has been growing at 25% (in volume) over the past few years. And therein hangs the tale. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 45 . logs sales of 600 million cases every year. are sold loose. 60 million cases) are sold in bottles and tetrapacks. The Rs 1. an orange-based pulpy drink to extend its portfolio in the fruit juice drink segment. including fruit juices. until his imaginative son flips open a bottle of Maaza for him. The difference in the approach of the two cola companies is not surprising. 90% of the juices. Looking at the market from another perspective. as a petulant father begs for mangoes from a fruitless tree. Coca-Cola launched Minute Maid Pulpy Orange. This is true for both sparkling and still beverages. Proper to the core. this represents a huge opportunity for the ready-to-drink (branded) segment. almost 90% is consumed out of home. The potential for growth is so vast that recently. Undoubtedly.A thirst for growth : There is no way you would have missed it.500-crore juice market (includes juices. according to industry estimates. from the fruit vendor. on almost every mass entertainment channel on television. This time the fight is over a slice of the noncarbonated. out of which only 4% are ready-to-drink packaged beverages. Only 10% of this 600 million cases (that is. seducing. Of this. Indians consume nearly 120 billion litres of beverages every year. PepsiCo‘s new ―Aamsutra‖ commercial for its mango drink Slice. The rest. It makes an appearance. unlike the more pesky PepsiCo. guess what? A bottle of Slice! Thick droplets of pulpy mango nectar cascade on her luscious lips to the drunken notes of ―Rasiya…‖ Flip to another channel and you might catch Coca-Cola‘s ―Maaza Lao Aam Ki Pyaas Bujhao‖ that‘s decidedly less in-your-face. Rather churlish. without fail. nectars and fruit drinks) in India. Of the two cola companies once again at each other‘s necks but with a markedly different segment in mind.

is available in 250-ml (Rs 10) and 200-ml (Rs 8) returnable glass bottles. nectars and drinks with Coca-Cola‘s Maaza claiming a market share of 40% (of the 50 million cases) and Parle Agro‘s Frooti and PepsiCo‘s Slice. the general consensus is that in execution at least. The stakes are high for both Coca-Cola and PepsiCo.‖ Meanwhile. ―Slice has seen powerful consumer momentum post the relaunch of 2008. PepsiCo India. a la ―Thanda Matlab Coca-Cola‖.The same year. JWT‘s Kaif commercial is more sensual. juice and juice Drinks. 50 million) are mango-based juices. PepsiCo also has Tropicana and Tropicana Twister (in the health portfolio) in the pure juice category.2 litre (Rs 48) PET bottles. Conceding to this erotic posturing. The spokesperson for Coca-Cola India claims the company managed to deliver its 10th straight quarter of growth in India with unit case volume increasing almost 28% in the last quarter of 2008. In terms of consumer preferences. It came out with a new 3D mango logo and brought Bollywood actor Katrina Kaif on board. implying a saving of another Rs 3 per carry bottle. business head. besides 200-ml tetrapack (Rs 12) and 500-ml (Rs 22) and 1. The battlelines were drawn last year when Maaza launched a campaign that positioned the drink as the ―Bina Gutli Wala Aam‖ (seedless mango). Thereafter. a lot is happening in the rival camp as well. 85% of the 60 million packaged juice cases (that is. trailing not too far behind. it introduced Maaza in a 250-ml PET bottle priced at Rs 15. to make Maaza synonymous with mangoes. if not more memorable. says. The new formulation and the clutter-breaking positioning around Aamsutra has driven strong disruption in the juice and juice drink category. thereby upping its ante in positioning Slice as a serious contender to category leader Maaza. though they operate in a different category. rising to the mango bait. Slice and Maaza have to also contend with Dabur‘s Real Mango juice and Parle Agro‘s Frooti. Homi Battiwalla. and a 200-ml tetrapack of Pocket Maaza priced at Rs 12. although Leo Burnett‘s ―Maaza Lao Aam Ki Pyaas Bujhao‖ was thought of as a powerful metaphor for the irrepressible mango craving in most Indians. meanwhile. Slice. In 2008. Slice decided to increase its stake in the game. The domestic MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 46 .

Commenting on the new competitive positioning of the two cola companies. Observers contend that the promotional investment behind the brand was never consistent with the proposed goal. when PepsiCo realised the need to build the equity of Slice more aggressively. ―To me. Slice anchored itself as a mango drink. Slice didn‘t stick to a consistent positioning either. Slice frittered its energy into reworking the Slice portfolio. The Indian yearning for the continental fruit however is so strong that PepsiCo had to roll back its other fruit variants launched under the Slice umbrella in 2002. In addition. thus adding an element of innocent. By 2006. These extensions cost the brand in terms of both market and consumer mind share.000 tonnes per day during the fruit season. Slice sold itself as a purveyor of joy—―Simple Joy ka Raas‘‘—something that didn‘t really give it a strong positioning platform. Maaza had created a strong position in the market along with leader Frooti. the relevance of which. on the other hand. Maaza is trying to position itself as the real mango drink. good fun and humour.‖ adds Sinha. While competitors Maaza and Frooti concentrated on the mango flavour. according to market estimates. Slice was relaunched in 2008 in a new avatar. says. is attempting to eroticise the fruit and turn it into a sexy brand.processing capacity of mango is 12. a perfectly acceptable and convenient alternative to eating fresh mangoes. managing partner of Alchemist Brand Consulting. Maaza is going the safe route—low risk-low gain. The brand launched a very smart campaign—Aamsutra. Samit Sinha. Slice. I‘m not entirely sure of. Slice appears to be gunning for a relatively older—late teens and above—audience. while Slice has decided to take a higher risk and a more radical approach. as always. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 47 .‖ ―In short. while Maaza seems to be targeting children. While Frooti and Maaza touted themselves as drinks based on ‗real‘ mangoes. At last. The jury is still out on this one.

Thums Up and Gold Spot. By 1995. last year.‖ MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 48 . the mango drink of Mumbai. she will also be the face for Slice Mangola. Citra. In 2008. began selling Maaza as a franchisee in the Middle East and Africa in 1976. it signed on Bollywood‘s leading siren Katrina Kaif as its first brand ambassador. Last year. The Union Beverages Factory. Over the years.Fruits of labour Maaza was launched in 1976 in India. Slice relaunched with a new logo and a catchy tagline ―Absolutely Mangoluscious. it had acquired rights to the Maaza brand in these countries through Maaza International Co LLC Dubai. Maaza was acquired by Coca-Cola India in 1993 from Parle-Bisleri along with other brands such as Limca. Slice associated itself with Bollywood movies and tied up with Yashraj films‘ Jhoom Barabar Jhoom. based in the United Arab Emirates. Slice was introduced in India in 1994. Maaza has a distinct pulpy taste as compared to Frooti and tastes slightly sweeter than Slice. In India. Incidentally. ParleBisleri still owns the Maaza brand in select markets (such as the US) through Maaza Beverages Inc. the brand has launched several distinct ad campaigns. Building on its positioning of ―Pyaar Ho Jayega‖.

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the target marketing and marketing mix together constitute the marketing strategy of the firm. Selecting a target market. These are the following 4ps. Pepsi brought in its advertisement different stalwart‘s personalities from fields like young cine stars. Pepsi took into consideration of youth segment target market. place.It performs various functions like transportation. sport stars and famous personalities from different fields.B.Affordable price of products for customers. channel management etc.L The set of controllable tactical tools: A product. When the Pepsi food company entered in the Indian soft drink market.P. MARKET MIX OF V.  Price: .That could meet the identified needs of chosen consuming groups. Pepsi tried to establish in India with a unique marketing policy. so the products easily reach the consumer. It has attracted the young generation and of course increase the sale of Pepsi. and there are different ways to formulating it. Basically formulating of marketing strategy consists of two main steps. It is a well outlined plan. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 50 . warehousing. Assembling the marketing mix. the market was already prevailed by coke and previously it was Parle.  Place: . Actually.MARKETING STRATEGY: Marketing Strategy is a complete and unbeatable plan designed specifically for attaining the marketing objective of the firm. The market objective indicates what the firm wants to achieves. also organized many national and international sports events to attract the young generation.  Products: . The marketing is not just idea. price and promotion (4p‘s) that the firm blends to produce the response it wants in the target market. Though the advertisement of Pepsi highlighted the style of living of young generation with different walk of life. the marketing strategy provides for achieving them.

display. striking the level of price that is accepted to the firm as well as consumer.  Mountain Dew .Depot .There are five lines of products of soft drink in India that is almost matched with international quality product line.  Miranda . Product: . 600ml.Consumer. 600ml. 2. 600ml.In the specific. It is the mechanism to achieve the consumptions of marketing process. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 51 .250 ml. Promotion :. Pepsi has variety of tools and techniques of sales promotion. Like for example sales promotion letters.200 ml.  Slice . Pepsi is doing well.  Pepsi .The firm carries out a no.personal selling and advertising and co-ordinate them and help to make them effective such as display.  7 up .  Plant . of measures like personal selling. Promotion: . sales promotion methods are those sales activities that supplement both . and 2000 ml. 300ml. The company has succeeded to some extent in reaching its target.Pepsi has a strong channel of distribution. and 1000 ml.200 ml. By this simple distribution.200 ml. advertising and sales promotion programmed with view to communicate to the consumer and promote the product. shows and exposition and demonstrations and other recurrent selling efforts not in ordinary route. 600ml.200 ml. The company is trying to reach every remote village area. point of purchase (POP). 4P‟s policies of the Pepsi products: 1.Distributor .Product price are fixed by Pepsi Co India according to competitors product price. 300ml. Price: . and intermediaries command the distribution work. 500ml. and 2000 ml. customer service program and demonstration of free sample. 300ml. Place: . and 2000 ml. 3. and 2000 ml. 3. catalogs.

The Pepsi Bottling Group is the world's largest bottler of Pepsi-Cola beverages. The "franchisor" that is PepsiCo authorizes the proven methods and trademarks of his business to the "franchisee" that is RKJ Group in India for a fee and a percentage of gross monthly sales. Various tangibles and intangibles such as national or international advertising. sell and distribute Pepsi-Cola beverages. All methods of distribution are same for both COBO and FOBO There are two type of bottling plant. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 52 . There are different Channel and mode of distribution. PBG has the exclusive right to manufacture. Franchisee Operated Bottling Operation (FOBO) Franchising refers to the method of practicing and using another person's philosophy of business.PEPSICO DISTRIBUTION SYSTEM Distribution of PepsiCo products mainly starts from bottling plant where company Mixes drink ingredients and fills up cans and bottles with the drink. Company Operated Bottling Operation (COBO) These are owned and operated by PepsiCo. Indirect in which company distributes through distributor. Type of distribution : Direct in this method company supply products via direct routes. and other support services are commonly made available by the franchisor. training.

The Pre-Sale Representative has dedicated time for effectively selling schemes and Promotions and carrying out his ‗executing an outlet‘ responsibilities. A Pre-Sale Representative focuses on taking orders in advance after activating the outlet on a particular route. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 53 . delivering stocks. the PSR takes orders and on Day 2. PRE sale booking system A selling methodology in which the selling process has two distinct parts: pre-sale order booking Delivering the pre-booked order. Up to 10% adjustment of order. Retailer is sure that he‘s getting the complete variety and increased range of SKU. The Pre-sale booking process is a 2-day process. Salesman carries ready stocks in vehicles and sells it to retailers on his route.METHOD OF DISTRIBUTION Ready sale system This was the traditional method of distribution in this method supply vehicles will be loaded to their full capacity and then will move to their pre defined routes and will deliver goods according to demand of retailers. On Day 1. Company gets control over retailers. Back-end activities like invoicing. collecting cash & glass are carried out by the others‘. the delivery salesman delivers the orders. Delivery vehicles are loaded as per the orders. leading to very high capacity utilization & negligible shortage of brand/pack to the retailer.

▪▪▪▪▪ MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 54 .PRE sale booking system and delivery process overview Major components of pre sale booking system Logistic executive PSR (Booking Agent) Delivery Team Logistic executive Logistic executive informs PSR about stock availability. Delivery Team After getting order sheet from PSR logistics executive load the required order and hand over order sheet to delivery team. Then delivery team will deliver goods according to the order booked. stock outs. schemes. PSR (Booking Agent) PSR visits the pre decided route and carries out the order booking on route card and compile the order sheet. discounts and other promotional offer.

THE HIERARCHY OF MARKETING DEPATMENT MUM UNIT MANAGER TDM (Territory development manager) MDM (Marketing development manager) ADC (Account development coordinator) CE (Customer executive) MDC (Marketing development coordinator) MDE (Marketing development executive) SALESMAN / PSR ROUTE AGENT MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 55 .

ROUTINE ACTIVITIVES OF THE SALESMAN Start Check in Meet the C.E. Deposit the cash to cashier End MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 56 . Ask for the daily scheme Check out Visit First outlet Greet retailer Present the scheme Check empties Fill the visi cooler Merchandise the outlet Deliver the order Ask for the order Create stack Ask for any problem Plans next visit Thanks the customer Count the empties and match it with gate pass load Complete the route Back to depot Check in Fill the complaint register and place the order. Pre plan strategy Collect Route Book Rechecking of load Drive to gate Checking of load by C&F worker Order the Load Collect gate pass and attend the gate meeting.

Distribution Network:- PEPSI BOTTLERS WAREHOUSES DISTRIBUTORS RETAILERS WAREHOUSES WHOLESALER RETAILERS RETAILERS MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 57 .

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F Route Agents Route Agents Helper Helper MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 59 .C Distributers E.B.Organizational STRUCTURE Chairman President Unit Manager TDM ADC Customer Executive Customer Executive Distributers A.

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called the supplier. also called client. This is typically through purchasing or renting goods . who made it a habit to purchase goods of the sort the shop sold there rather than elsewhere. seller. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 61 . is usually used to refer to a current or potential buyer or user of the products of an individual or organization. Retail stores will often have a desk or counter devoted to dealing with returns." Its importance varies by product. buyer. According to Jamier L.A customer. the feeling that a product or service has met the customer expectation." meaning "habit". My customers are following:  Wholesaler  Retailer  Shopping mall  Shoppers & Hotels Customer service is the provision of service to customers before.although the last expression is sometimes used ironically. or purchaser. a customer was someone who frequented a particular shop. defective or broken merchandise can be exchanged. The slogans "the customer is king" or "the customer is god" or "the customer is always right" indicate the importance of customers to businesses . or will perform related functions at the point of sale. and with whom the shopkeeper had to maintain a relationship to keep his or her "custom. exchanges and complaints. or services." meaning expected purchases in the future. The word derives from "custom. (2002) ―Customer service is a series of activities designed to enhance the level of customer satisfaction – that is. industry and customer. or vendor. Scott. during and after a purchase. often only with a receipt and within a specified time frame.

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Recruitment
It is the process of finding and attracting capable applicants for employment. The process begins when new recruits are sought and ends when their application are submitted. The result is a pool of applicants from which new employees are selected. Purposes for recruitment: The general purpose of recruitment is to provide a pool of potentially qualified job candidates, specifically, the purposes are to: 1. Determine the present and future requirement of the Tripty drinks Pvt. Ltd in conjunction with its personnel planning and job analysis. 2. 3. Increase the pool of job candidates at minimum cost. Meet the organization‘s legal and social obligation regarding the composition of its workforce. 4. Begin identifying and preparing potential job application who will be appropriate candidates. 5. Increased organizational and individual effectiveness in the short term and long term.

Recruitment Planning:
The first stage in the recruitment process is planning. Planning involves the translation of likely job vacancies and information about the nature of these jobs into a set of objectives or targets that specify the (I) number and (ii) type of applicants to be contacted. In order to reduce costs, organization looks into labour markets most likely to offer the required job seekers. Generally, Tripty drinks Pvt.Ltd look in to the national market for managerial and professional employees, regional or local markets for technical employees and local markets for clerical and blue-collar employees.

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1. Internal Recruitment:
Internal recruitment seeks application for positions from those who are currently employed. Internal sources include present employees, employee referrals, former employees, and former applicants. There is major advantage of internal recruitment. First, it is less costly than external recruiting. Second, organization typically has a better knowledge of the internal candidate‘s skill and abilities than the ones acquired through external recruiting. 2. External Recruitment: External sources far outnumber the internal methods. Specifically, sources external to an organization are professional or trade associations, advertisements, college/ university/institute placement services, walk-ins and write-ins, displaced persons, acquisitions and mergers, and competitors. Generally in Tripty drinks Pvt.Ltd the most common and least expensive approach for candidates is direct applications, in which job seekers submit unsolicited application letters or resumes. Direct applications can also provide a pool of potential employees to meet future needs.

Selection
Selection is the process of picking individuals (out of the pool of job applicants) with requisite qualifications and competence to fill jobs in the organizations. In Tripty drinks pvt Ltd the main medium of selection is Interview method. The applications received from job seekers would be subjected to scrutiny so as to eliminate unqualified applicants. This is usually followed by a preliminary interview the purpose of which is more or less the same as scrutiny of applications, that is, elimination of unqualified applications. Scrutiny enables the HR specialists to eliminate unqualified job seekers based on the information supplied in their application forms. Preliminary interview, on the other hand, helps reject misfits for reasons, which did not appear in the application forms. Interview has at least three objectives -(i) helps obtain additional information from the applicant; (ii) facilitates giving general information to the applicant such as company polices, job, products manufactured and the like ; and (iii) helps build the company‘s image among the applicant.

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demonstration and various other non-recurrent selling efforts not in ordinary‖.Where sales representative employed by the firm engage in interpersonal communication with individual consumers and prospective customers. such as display.PROMOTIONAL ACTIVITIES (FOR RETAILERS) Promotional activities consist of various means of communicating persuasively with the target audience. contests or similar devices. shows and exhibition.V.Where the market utilizes displays. demonstrations. “Sales promotion” is also known by the name of “Extra Purchasing Value” (E. Sales promotion: . The important methods are: Advertisement: . According to “American Marketing Association” sales promotion refers ―Those activities other than personal selling. advertising and publicity. premiums.P.Help to stimulate supportive news items about the firm and its product that have greater credibility with public than advertisement.). Publicity and Public relation: . Personal selling: . the distributor and the consumer transacting a sale. (such as TV) to transmit MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 66 . Of all the methods of promotional activities that constitute the promotion mix. sales promotion is the only one method that makes use of incentives to complete the “Push Pull promotional strategy” of motivating the sales force. that stimulate consumer Purchasing and dealer effectiveness.Where an identified sponsors pays media to target consumer.

DIPIKA PUNCHLINES ―CHANGE THE GAME‖ – PEPSI ―DAR KE AAGE GIT HAI‘. SHAHRUKH.OYE BUBBLY CAMPAIGN MS DHONI.MOUNTAIN DEW ―YEH DIL MAANGE MORE.‖--------PEPSI ―JOR KA JHATKA DHIRE SE LAGE‖---MIRINDA ORANGE ―GOOD FOOD TASTES BETTER WITH PEPSI‖---PEPSI ―CHEETAH BHI PITA HAI‖---MOUNTAIN DEW ―LEMON KI TAAZGI.VISI COOLAR DISPLAY. ADRAK MAAR KE‖---MIRINDA LEMON MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 67 .

MOUNTAIN DEW ―PEPSI PIYO WORLD CUP JAO 2007‖-------------PEPSI “YEH HAI YOUNGISTAAN MERI JAAN”-------------PEPSI MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 68 .7UP CURRY BOTTLE ―MOUTH KA KARO GOOD USE‖-----------. TOO COOL‖---------.MIRINDA LEMON ―PEPSI TV LAGWAYA KYA‖-----------PEPSI ―DO THE DEW‖-------------.―TERI TO GAAYE‖---PEPSI WORLD CUP ― HAMMES MILNE KI PYASS HAI‖----PEPSI CONTEST ―NOTHING OFFICAL ABOUT IT‖----PEPSI ―YEH PYASS HAI BADI‖----PEPSI ―OYE BUBLY—OYE BUBLY‖----PEPSI ―ANDAAZ SABSE COOL‖-----7UP ―YEH HAI WRITE CHOICE BABY---PEPSI ―BADHA BUBLY CHANNEL HAI‖-------PEPSI ―KISS OF COFFEE WITH A KICK OF COLA‖------PEPSI CAFECHINO ―PEPSI UTHAAO GHAR LEY JAO‖--------PEPSI ―ANDAAZ SABSE COOL.

offering more quantity of the same p ro d uct at no e xtr a c o s t o r a ve r y no mina l inc re a s e in the price the larger quantity pack. trade up regular users stimulate re-purchase rate.MEANING AND OBJECTIVE OF SALES PROMOTION SL. Point-ofPurchase (POP) MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 69 . to e nc o ura ge p ro d uc t trial. highest or excess quantity mo v e me n t fr o m t h e f a c t o r y. Coupans 5. To e nc o ur a ge lo nge r duration consumption. that a r e p la c e d in the r e ta il store to support the sale of a a brand. The latter is based on the chance or luck factor. Quantity off offer 3. r e mind customers. 6.t o . build loyalty. Primium 4. To push more sales to trade early cash recovery To attract traffic at the r e t a il s t o r e s . To encourage purchase s t imula t e lo ya lt y. by media advertisements. o ff season sales promotion. Tho se sp ecial d isp lays. Coupons may be distributed by e. induce new product trial. I n s id e p ro d uc t p a c k a ge o r b y dealers on purchase. induce trial of premium to the consumer. t r a d e u p c o ns ume r fo r highe r quantity packs size. 2. W h e n in d iv id u a ls a r e invited to compete on basis of creative skills. Consumer contests and lucky draws To c r e a t e b r a n d awareness and stimulate int e r e s t in t he b r a nd acquaint consumers with brand usage and benefits build traffic at the store p r e c ip it a t e b r a nd p ur c ha s e . Discounts O ther than normal trade and cash discounts.d o o r. pjromote advertisiment theme of the company . exhibits. d o o r .mail. 7. encourage impulse buying. attract non nusers. racks banner. C o up o ns a r e u s e d b y b o t h t h e ma nufa c t ur e r s a nd t he d e a le r s fo r s a le s promotion. O b t a in c o ns ume r fe e d b a c k . No 1 Sales Promotion Price off offers Meaning Objective Offering product at lower To encourageimmediate than the normal price sales. O f f e r o f a n a r t ic le o f me r c ha nd is e a s a n incentive in order to sell product of service W he n t he c o ns ume r is entiled to redeem specific standeard certifecate for a p r o d uc t fr e e o r in p a r t p a yme nt. ensure visibility to the advertising campaign. solicit enquiries.

sales and promotional support to Pepsi-Cola bottlers and food service customers.TV. Among these. At the base of every beverage business lays the secret formula of success. There are different forms of advertisements . New advertising and exciting promotions keep Pepsi-Cola brands young. hip promos to attract more of the target audience. sports etc. boards etc. radio. marketing. music. The great personalities of India are the brand ambassadors of the soft drinks. This includes some of the world's best-loved and mostrecognized advertising. Pepsi-Cola provides advertising.  Pepsi has continuously focused on the current teen generation and their advertisement reflects in every possible way. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 70 . The company also provides fountain beverage products.  The advertisement strategy includes cool. The company manufactures and sells soft drink concentrate to Pepsi-Cola bottlers. poster.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 consumers. The plant is located at village Channo in Punjab. newspapers. magazines. banners. the TV media is the most popular. In India Pepsi Food Ltd prepares the concentrate. the concentrate.  The company changes its advertisement strategy and image to reflect the target‘s interests.  The advertisement is mostly creative and has different elements like.

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o Rude behavior of the salesman o More emphasis is given on the big dealers. o If improve the salesmanship it can attract more n more retailers.SWOT ANALYSIS STRENGTHS: o Strong Brand name o Pepsi has a broader product line and outstanding reputation o Great brands . cricket and music it should also sponsor the different fashion shows. o Not all pepsico products bear the company name OPPURTUNITIES: o It should give more incentives to the dealers in the new areas. o There are increasing trend toward healthy foods. o Apart from sponsoring films. specially during off seasons so as to attract more and more customers.strong distribution . o More lucrative schemes must be launched regularly.innovative capabilities o High demand of the product o Number one maker of snacks . such as corn chips & potato chips o Wide and effective distribution network and well-built market o Highly educated and well experienced Top Management WEAKNESS: o Purity and quality of the products are estimated manually. o Promotional activities in the rural market are not up to the mark as compared to the urban market. o PEPSI has only one cola flavour where as its competitor has Coke and Thumps-Up. quizzes and debates in schools and colleges. where there is a huge market potential. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 72 .

Kinley water. They provide good ‗after sale‘ services. Pepsi rack availability in the market was at the large scale. In some cases products of Coke and Pepsi are placed together in warm display as well as in the same Visi coolers. Right execution daily score sheet after being implemented in patna has now been taken up throughout Bihar.mirinda & slice largest selling product. Sale is based on the display. All the flavors are not available at all the outlets at the same time. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 73 . social. The coca cola is providing more facilities to retailers.THREATS: o Now the consumers are moving towards fruit juices. pepsi. cultural . Chilling equipment are main part of sales promotion. o F & B industry is mature o Big threat is from its rival Coke. It is the part of advertising a nd other part of the advertising is glow-signboards. economic . political and governmental constrains . the availability and visibility of its products is more effective that of pepsi. so soft-drinks market introduced racks. due to more margin provided by coca cola. FINDINGS             The market share of pepsi is higher than the other products and among the products. The visibility of the coke products is more attractive because of its promotional tools and schemes. Kinlery soda and Maaza tetra pack are not available at all the retail outlets. o Size of company will demand a varied marketing program . In Big Bazaar.

pepsi give good amount to key customers as a marketing support while coke does not give good amount as a marketing support while coke does not give good amount as a marketing support.  Some of the retailers of Pepsi are not happy with the service rendered by our delivery van. there I can utilize my skills and knowledge in a better way  Planning and organizing: Planning about the given task and complete it within the time boundary and try to put optimum utilization of available resources in the work.  Achievement Orientation: Ambition to achieve the target within the given period enhances my capability and helps in to overcome obstacles and give outstanding result or outcomes.  Negotiations: How to build internal commitment and external credibility. In between training course I have come to recognize my own potential and skills taking into mind my dreams. It enhances my confidence & presentations skills. Aurbind Pal Singh Lal has been a rewarding experience threw picking up some charismatic points from his personality I tried to put on the customers. LEARNINGS No doubt that a field work or training can change one‘s attitude and behavior.  Team effectiveness: Ability to lead the team members and ability to get the work done from them.  Customer Focus: Understanding the customer focus planning and respond them appropriate and satisfactory answer for making long term relationship with them. Which has given me a right platform to make my career in corporate sector. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 74 . through effective negation and suitable influencing styles based on a clear understanding of organizational decision making dynamics.  Personality Development: Working under the guidance of Mr.

It‘s a practical experience.  I also learnt very small-small things in the organization which is very necessary in any flat organization like photocopying and Fax the document.  During my summer training I have learned much more about customer behavior. Before this I never visited such big organizations. Today I have that much confidence that I can meet to any big person in any organization.  I also attended the customer demonstration which gave me the knowledge about how the customer can be convinced. How to prepare the proposals and how to give the company offer all I learnt from my boss. will be helpful in my professional life by this I learnt how I can do smart work with minimum efforts.  My boss also helped me very much to learn about corporate world.  My confidence to meet people has tremendously gone up.  I got a project which gave me the opportunity to meet the various people in the corporate world. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 75 . written as well as verbal. I could understand the working culture of corporate. how there queries are handled. which will be beneficial in my near professional life.  Making plan for the next day and finding the concern department and person allowed me to increase my communication ability. Corporate Exposure: The achievements which I got from this training.

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Do you like cold drink? Responses No.Q1. of respondents % of respondents Yes No Occasionally 74 17 9 74% 17% 9% occasionally 9% No 17% % of respondents Yes 74% INTERPETATION:This charts shows 74% people say yes. 17% people say no And 9% say occasionally MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 77 .

39% like Coke. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 78 .Q2. of respondents 43 39 12 6 % of respondents 43% 39% 12% 6% Other 6% Both 12% % of respondents Pepsi 43% Coke 39% INTERPETATION:This chart shows 43% people like Pepsi. 12% like Both Brand and 6%like other. Which type of soft drink you prefer? Responses Pepsi Coke Both Other No.

Do you like mango flavor soft drinks? Responses Yes No No. of respondents 82 18 % of respondents 82% 18% % 0f respondents 18% Yes No 82% INTERPETATION:This chart show82% people say yes and 18% people say no. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 79 .Q3.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 80 . of respondents 35 57 8 % of respondents 35% 57% 8% % of respondents 8% 35% Slice Maaza Other 57% INTERPETATION:This chart show 35% people like Slice.Q4. Which mangoe flavor soft-drink you prefer? Responses Slice Maaza Others No. 57% people like Maaza and 8%pepole like other.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 81 . How often you would like to have a soft drink? Responses Daily Weekly Occasionally No.Q5. 33% people often weekly and 24% people often occasionally. of respondents 43 33 24 % of respondents 43% 33% 24% % of respondents 24% 43% Daily Weekly Occasionally 33% INTERPETATION:This chart show 43% people often daily.

Q6. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 82 . Do you like the test of Slice? If no please give the region? Responses No. respondents % of respondents Yes No 38 62 38% 62% % of respondents 38% Yes No 62% INTERPETATION:This chart show 38% people say yes and 62% people say no.

Q7. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 83 . of respondents 70 % of respondents 70% No 30 30% % of respondents 30% Yes No 70% INTERPETATION:This chart show 70% people say yes and 30% people say no. Is Pepsi charging fair amount for Slice? Responses Yes No.

Which quantity do you mostly use? Responses Glass No.Q8. of respondents 34 % of respondents 34% Pat 66 66% % of respondents 34% Glass Pat 66% INTERPETATION:This chart show 34%pepole like Glass and 66%pepole like Pat. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 84 .

Q9. MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 85 . 14%pepole say average. What do yout think of Pepsi‟s performance as a brand? Responses Very good Good Average Poor Very poor No. 22%pepole say good. of respondents 58 22 14 4 2 % of respondents 58% 22% 14% 4% 2% % of respondents 2% 4% 14% Very good Good Average 58% 22% Poor Very poor INTERPERTATION:This chart show 58%pepole say very good. 4%pepole say poor and 2%pepole say very poor.

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CONCLUSION
(1)
The whole analysis shows that are only two products dominating in the soft drinks market – Slice (Pepsico product) & Mazza (Coca cola product). There is neck-toneck competition between these two Proucts. (2) coke has invested more in the market. Distribution of - VISI Coolers and display of Glow Signs board is far more than Pepsi. So, more investment is needed to break the brand establishment of Mazza and Sprite. (3) In all the areas in Sahibabad, almost all the retailers are not satisfied with the distribution network of the Pepsi products. (4) Most of the retailers want glow signboard chilling equipments, which they are asking from long time. (5) (7) In Cola segment, pepsi and in lime segment, slice is the main competitor of coke. All the products of Pepsi like 7 up & Slice are not provided when the retailers demand it.

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RECOMMODATION

(1)

Pepsi should come out with an advertisement, which can block the customers‘ mind and can change the customer‘s perception about the product.

(2)

Pepsi is sweet and low fizz soft drink that everybody knows, so lots of people do not like, therefore to catch the customers, Pepsi should come with more fizz like ThumsUp.

(3)

Executives should take the feedback from the service of the salesman and the distributors.

(4)

Salesman should have better interaction with the retailers which results in by company from time to time.

(5)

The criteria to provide Glow Signboard, Flax board, VISI Cooler, and OYC should be changed and a separate department should handle this.

(6)

All the Pepsi products should be provided at required level to snatch the competitor‘s market e.g. 7 up for Sprite, Mirinda for Fanta and Slice for Mazza which is dominating the market at present.

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8. Since most parameters are qualitative as the research deals with relative terms. The sample size is large as the time constraints were there and mainly profile of the customer was very elegant so it is very tuff to get an personal interview. 7. It may be possible that this results could not represent the exact result because the survey done on random sampling method. The survey was done on only self-individual class.LIMITATIONS 1. Most of the outlets keeps their data very confidential and sharing their data is very critical issue so it is very tough to do the survey on all segments. all the data cannot be converted in quantitative terms and hence an objective analysis is difficult to carry out. 4. 6. The competitors are not forthcoming with details of their policies as it is confidential information. The database relied on at many places is secondary data. The to authenticity Secondary data is subject MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 89 . 5. A hundred percent accuracy cannot be maintained while conducting the survey because the respondents do not have all the information at the time of the interview and they are able to give only approximate figures. 3. At the time of conducting interviews some of the respondents were reluctant to divulge the exact reason for their separation from the company. 2.

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KOTHARI C.com www. . www.in MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 91 . WEBSITES: 1. Business World 2.Return on Bottle Glass. . KOTLER PHILIP:2.Fast Moving Consumer Goods.google.pepsizone.:Marketing Management. 2. 3.Franchise Owned Bottling Operation.Master of Marketing Management. . MAGAZINES: 1.com www.R.pepsiindia.cocacola. Marketing Principles & Practice Research Methodology B.com www.Multinational Companies .Glass on Deposit . 4.co. ADCOCK DENNIS:3.Company Owned Bottling Operation. BIBLIOGRAPHY A. . Business Today C. BOOKS: 1.GLOSSARY OF THE TERMS FOBO COBO FMCG MNCs MMM GOD RBG .

Q1. Which type of soft-drink you prefer? [A] Pepsi ( ) [B] Coke ( ) [C] Both ( ) [D] Other ( ) Q3. : …………………………………………. Contact No. Do you like cold-drinks? [A] YES ( ) [B] NO ( ) [C] Occasionally ( ) Q2.ANNEXURE Name : …………………………………………. Which mangoe flavor soft-drink you prefer? [A] Slice ( ) [B] Mazza ( ) [C] Other ( ) Q5. How often you would like to have a soft drink? [A] Daily ( ) [B] weekly ( ) [C] Occasionally MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 92 . Address : …………………………………………. Do you like mangoes flavor cold drinks? [A] YES ( ) [B] NO ( ) Q4. ………………………………………….

Is Pepsi charging fair amount for Slice? [A] YES ( ) [B] NO ( ) Q8.Q6. Do you like the test of Slice? If no please give the region? [A] YES ( ) [B] NO ( ) Reason: .……………………………………………………………. What do yout think of Pepsi‟s performance as a brand? [A] Very good ( ) [E] Very poor ( ) [B] Good ( ) [C] Average ( ) [D] Poor ( ) MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 93 . ……………………………………………………………………… Q7. Which quantity do you mostly use? [A] Glass ( ) [B] Pat ( ) Q9.

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