• Company Profile

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– "To be the world's premier consumer products company focused on convenience foods and beverages. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity

• PepsiCo India is striding ahead rapidly towards enabling the global vision to be the world's premier consumer products company focused on convenience foods and beverages. • PepsiCo India seeks to produce healthy financial rewards for investors as it provide opportunities for growth and enrichment to its employees, business partners and the communities in which it operates.

• PepsiCo entered India in 1989 and has grown to become one of the country’s leading food and beverage companies. One of the largest multinational investors in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India. • PepsiCo India and its partners have invested more than U.S.$1 billion since the company was established in the country. PepsiCo provides direct and indirect employment to 150,000 people including

Marketing Mix / 4 P’s:

These tools are classified into four broad groups.• Marketing Mix has been defined as the set of marketing tools that a firm uses to pursue its marketing objectives. each marketing tool is designed to deliver a customer specific benefits according to his or her requirements. namely. Product. Place and Promotion. • The four P’s represent the seller’s view of the marketing tools available for influencing buyers. including changes in the product and distribution channel as well. Price. from a buyers point of view. • Marketing mix decisions should be made to influence trade channels as well as final consumers. A firm can alter any of the four P’s accordingly. Whereas. .

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Product .

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Brand name • This is the most important thing any Co.) that attracts to the youth and this is one of the main reason for the . in this Business needs to do if it wants to remain and succeed in the Business. Pepsi has targeted the youth and has invested heavily in advertising and building a brand image. • several campaigns and roping in mega stars such as Shahrukh. ganguly. Pepsi has successfully done that for so many years. Dravid etc. Sachin.

g. The sale of 600 ml bottles is high in areas where students etc. sale of 2 lt. Pet Bottles and Glass Bottles (in 200 and 300 ml). . This is done to facilitate the use according to the requirements of the Customer. But the sale of 200 and 300 ml bottles is high in areas where people in the lower income group bracket stay.Packaging and Size : • The products are available in packaging and sizes. Different packaging also affects the usage pattern of the product in various markets. Different packaging is also provided for different products like Tetra Packs. e. bottles is high in areas in which middle and high income group customers stay. stay.

• Allowances: Allowances are given to salesmen on achieving their daily targets. The discounts are negotiated directly with the Company and the C&F or the Distributor point is not involved in the price negotiation. C E / C E) gives the target to every salesman in consultation with the TDM. .Price • Discounts: Discounts are provided to Wholesalers and Slums but there is no discount for retailers. This target is given to every Salesman everyday before he goes on his designated route. The Depot In charge (Sr.

the Salesman either shows a shortage or pays the rest of the amount by himself. The payment procedure is not flexible as the retailers are required to make on the spot payments.Payment period and Credit terms • No credit is provided. The wholesalers are also required to make in advance but at times they also defer the payment and make the payment at a later date. At times. they defer the payment and in that case. .

making them a substantial and lucrative consumer base. Targeting Soft Drinks to Youths enables companies to: Assess the size of the soft drinks opportunity by age group Understand children's values and motivations and their impact on the soft drinks market Develop incumbent market position through enhanced targeting and promotion Assess trends in new product development in the children's market over the course of the past 2 years Combine business to business executive opinion and local field research • • • • • • .Target Segment – Youth: • The child/youth market is of crucial importance to drinks manufacturers as under-19s constitute 20-30% of the population in western countries. gaining high penetration in the children's and teenagers' market is of key importance to manufacturers with long-term ambitions and growth targets. With many life-long consumption habits formed during youth.

Place .

CHANNELS OF BEVERAGE INDUSTRY .

prices. The mix of products on the truck is dependent on what is most likely to be sold on a certain trip. displays. etc. These activities include tracking merchandising of other entities (suppliers. . wholesalers. Additional sales opportunities – • Allows a company to sell goods “off the truck” without any preceding order. and monitoring store/account execution. Support provided by handheld devices enables drivers to skip back-end paperwork and to close the process through printed invoices.). reporting on in-store merchandising activities. product mixes.Manufacturer‘s activity Merchandising activities – • Enables the company to leverage frequent delivery visits to the point of sale.). etc. May also include some preventive maintenance. carrying out competitive intelligence (competitive products.

each beverage manufacturer must provide customers with an extensive set of packaging options. including: Tracking product in various package sizes Special labeling requirements for customers International/domestic packaging Tracing / recall capabilities. Additionally.Indirect Channel (wholesalers) • • • Medium-sized organizations as a consequence of aggregation through consortia and mergingPlaying a fundamental role in beverage distribution Possess critical information regarding individual points of sale in terms of volume. Statutory regulation is increasing. Due to the complexity of the marketplace. assortment. products and services coherently within the various channels. presence of competitor’s beverages. etc. the entire logistical chain must be able to sustain brands. taking into account differing points of sale and diverse customer needs. • • • • • .

Modern Trade/Large Chain Retailers • Greater power in negotiating purchases of concentrations and merges • Direct access to the consumer and a tendency to protect this relationship from manufacturer intrusion • Request contributions and discounts from brand companies .

it is crucial that beverage manufacturers and beverage distributors maintain “one face to the .Small Individual Retailers • Huge number of small point sales Sometimes buy products directly through cash and carry or modern trade • Soft drink manufacturers profit from increased sales at the expense of distributors’ margins • Soft drink distributors profit from positive local pricing environments. reduce volume sales • Soft drink distributors continue to consolidate in an attempt to offset margin pressure through cost reduction • • Despite these conflicting interests. which. if exploited.

Distribustion .

forecasting inaccuracy remains a significant industry problem. . companies need to streamline product movement through programs such as storespecific shipments. Accurate forecasts are essential to achieving improved customer service and lower inventory levels. Even with recent success in developing and maintaining efficient supply chain processes. more than one-third of all forecasts are inaccurate at the national level. flexible delivering – • Most retailers are demanding increased flexibility in order lead-times and delivery methods.Distribution Channal • Flexible ordering. putting additional pressures on the supply chains of manufacturers and distributors. which require flow-through distribution and cross-docking. According to the 2003 GMA Logistics Study. They must also meet the strategies of progressive retailers. To withstand these pressures. • Accurately forecast demand – • Properly forecasted demand drives two of the primary metrics used to measure the efficiency of a beverage company’s supply chain: customer service and inventory.

XYZ Provision Store • Departmental Store…: i. Natwar store or multi propose store • Super Stores…: i.Type of Store at which Product available for Sale • General Provision Store or Kirana Store …: i.e.e. Dheeraj Sons.e. • Super Mall…: . Sahaj Super Store .

Promotion .

in the case of coupons. while others require significant investment and involve pre-scheduling in co-operation with national chains. customers and. • Two of the most commonly used trade promotions in the beverage industry are coupons and rebates. Coupon and rebate management are critical to enhancing relationships between the beverage manufacturer and wholesalers.• Trade promotions vary widely in terms of method. . consumers. and structure. Many local promotions are run ad-hoc with marginal capital investments by field sales associates. approach.

Show & Turnament Sponcerships .Road Shows .Tools of Promotion • • • • • • Television Ad Radio Ad News Paper Ad Magazine Ad Hoardings .

. are mainly executed via discounts at large retailers. The coupon. a certificate with a stated value. can be applied immediately or reserved for the next purchase. A properly executed coupon program enables beverage companies to pass savings directly to the end consumer.Coupon programs • which are in essence trade promotions addressed to the final consumer.

Festive days . Also some offers Bye 1 Get 1 Free . Wholesalers & Retailers Purchase in bulk size so Marketors will give them big . Free Gifts on purchase… • Trade Discounts : • When some Traders .• Discounts : • Companies Are some time Gives some healthy discounts on their products. Bye 1 Get 80% off on 2nd Purchase. Like in some seasons. Stock Clearance etc.

Retailers .Facilities to Wholesellers.

I. Robin Uthaapa.S.Sachin Tendulkar. S. Dhoni. Shreesanth. Raina.Brand Promotion • In Brand Promotion Pepsi had covered many Hollywood stars. etc… . Bollywood stars also National & International Sports persons of Various games • In Sports in india M.Sharma.

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Theoary Henrry. messi.Steven Geraad etc… .Ronaldinhiyo.Brand Promotion • In International level some footballers like David Beckham.

Deepika Padukone.Shah Rukh Khan. Britney Spears. Preeti zinta etc… • In Hollywood Cindy Crawford. Justin Timberlake • They gives big status n image of brand to the consumer through there presents with brand & inspire to purchase . John Abraham .Ranbir Kapoor.Brand Promotion • Some Bollywood & Hollywood Celebrities like Amitabh Bachchan.

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Show & Event Sponcer .

Promotional events .

.Hording Ads.

Brand V/s Brand .

Because of the fierce competition from Coke. . Pepsi has to be very aggressive in promoting itself through advertisements and other methods like sales promotions.Competitors: • For Pepsi the biggest competition comes from Coke. Even outside India Coke is Pepsi biggest competitor. This is evident in the immense expenditure Pepsi incurs on its advertisements and endorsements of its brand ambassadors.

Information regarding new product launches is required by PepsiCo so that they can accordingly plan their strategy. The type of information required by Pepsi is regarding new products launched by its competitors primarily Coke. too late information and inaccurate information. analyze. MIS is needed to counter issues like – too much information. promotional schemes and daily schemes of Coke and new brand endorsements etc. . too little information. while information regarding promotional schemes and daily are required by all the regional and territorial offices so that they can accordingly introduce and test the schemes.Marketing Information System • Marketing Information System: • Definition – “Marketing Information System” consists of people. equipment and procedure to sort. evaluate and distribute needed timely and accurate information to marketing decision makers.

systematic. independent and periodic examination of a company’s or business unit’s marketing environment. .Strategic Control • This is used to examine whether the Company is pursuing its best opportunities with respect to markets. strategies and activities with a view to determine problem areas and recommending a plan of action to improve the company’s marketing performance. To do a proper assessment for strategic control different instruments including marketing audit. marketing excellence review and the ethical and social responsibility review. objectives. marketing effectiveness. products and channels. • Marketing audit is a comprehensive.

Rivalry Competition .

Celebritie’s Promotion .

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CONCLUSION • The Sales and Distribution Network of Pepsi is very strong and almost flawless. implemented by the PepsiCo and Franchisee has no say in that. • PepsiCo India had the first mover advantage when it entered the market and it capitalized on that advantage to grab the market. The Franchisees are required to report to the Company at specific time intervals. • Franchisee based operations combined with the Company’s operations add strength to the overall presence of the Company in the market. • Promotional activities within every territory are under the territory office and the officials of that office are responsible for the effectiveness and successful implementation of these campaigns. • The Advertising Campaigns are conceived. • Franchisee takes care of its operations and PepsiCo does not interfere in its operations. .