COMPETITIVE STRENGTH OF PEPSI

IN A GIVEN MARKET PLACE

UNDERTAKEN AT
LUMBINI BEVERAGES PVT.LTD.
BY:
SAURABH SUMAN
JKBS083119
 COMPANY PROFILE
 LUMBINI BEVERAGES PVT. LTD. WAS ESTABLISHED IN 1995 BUT
THE ACTUAL PRODUCTION STARTED IN THE YEAR 1998.

 It is located in industrial area of Hajipur, Bihar.

 It practices FOBO (Franchisee Owned Bottling Plant).

 The plant has the capacity of producing 600 bottles per minute.

 It’s product line is Pepsi,7 UP, Mirinda, Dew, Soda, Aquafina.

Research Objectives:
The following are the main objectives of the research:

 To evaluate the market for LBPL.

 Find the half-yearly sales of the company in the given market.

 Effectiveness of various measures taken by the company.

 What can be done to improve the sales of the company.

 To know the buying behavior of the customer.

 Research Methodology
 Data has been collected from both primary
& secondary sources.
 Primary data was collected through EDS
format & questionnaire.
 Different routes were allotted to have an
exhaustive study.
Major Findings:
Types of outlets
15%

Others
35%
Generak Kirana
Generak Kirana Store
Store Sweet Shop
12% Pan Shop
Phone Booths Retaurents

Hotel

Cinema Hall
Cold5%
Drink Centers
Cold Drink
Centers
Cinema Hall
3% Phone Booths
5% Hotel Others
Retaurents 15%
5%
Sw eet Shop
Pan Shop

10%
PERCENTAGE SHARE OF SATISFACTION
OF DISTRIBUTION

Unsatisfied
with both
20% Pepsi
30%
Pepsi
Coca Cola
Unsatisfied with both

Coca Cola
50%
Percentage share of consumers :

Pepsi
35%

Pepsi
Coca Cola

Coca Cola
65%
Which promotional activity influences
buying decision most:

Price Cut Offer Lucky Draws

20% 15%

Lucky Draws
Free Bottle Schemes
Quantity Off Offer
Quantity Off
Price Cut Offer
Offer Free Bottle
25% Schemes
40%
 Conclusion:
 Products are not made available on time to the retailers which
ultimately affects the sale.

 Flavor of Pepsi is not as thrilling as Thumps Up. It has more of

sugar contents.

 The schemes are not properly distributed to retailers.

 The cooling equipment of Pepsi is very less as compared to it’s

competitor Coke.

 The GRB & PET used by PEPSI is not undergoing any changes in
it’s design.

 At few places, due to personal conflicts a outlet having good sale

was not selling the Pepsi products.

 Promotional tools (racks, signboard, dealer board,various

schemes etc) are not uniformly distributed.
 Suggestions:
 Proper supply of the product can be made through the
improvement of production, information technology and
transportation.

 Company should analyze which flavor is in high demand in the

season & proper stock of it should be maintained.

 Sugar content and thrilling effect in Pepsi should be analyzed.

 Complain registered by the retailers should be taken care off

immediately.

 Marketing policies should be implemented more effectively.

 Distribution of number of chilling equipment should be

increased as it will result in increase in outlets of Pepsi.