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Internal Guide :Mr. Satyabrata Raout Company Guide : Mr.

Sajid Hussain Presented By: Rasmita Sahoo Regd No:0906291010


PepsiCo entered India in 1989 and it is the invention of Caleb Bradham, a pharmacist in New Bern, North Carolina in 1898.

Now-a-days PepsiCo has grown to become one of the countrys leading food and beverage company. 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 nourishes consumers with a range of products from treats to healthy eats that deliver joy as well as nutrition and always good taste. The group has built an expansive beverage and food business. To support its operations, PepsiCo has 43 bottling plants in India, of which 15 are company owned and 28 are franchisee owned.


To determine the visibility of the Pepsi on the retailer outlets and hotels that is market penetration of PCI products. To find out the satisfaction level of Pepsi in terms of service in Bhubaneswar. To find out the market share of Pepsi in comparison to the coke. To find out the actual factors which are influencing the growth of Pepsi products. To find out the expectations of the retailers from the company.

Two types of research, which are as:

Qualitative Research Exploratory Research

Sample size: The sample size of outlets was 110 Survey Area: Unit-4

Sashtrinagar Kalingastadium Madhusudan Nagar Data Collection

Primary data

Data collected through questionnaire by different Outlets.

secondary data

Sources Internet

Scope of study on PepsiCo India Ltd, the area of the study is BBSR. In the duration of study and project period, It is observed that the market response of PepsiCo product is in good position, but sales volume is not at par. The sales promotion policy of the company is affected due to competitors market strategy for sales. 1. The questionnaire prepared on sales promotions to know the response of current promotion packs given by company to retailers in the market. 2. Through this project, It gives the knowledge about the demand of promotional scheme by the outlets.

3. It is easy to know about how the sales promotion affects the Annual Sales Volume. 4.The percentage of exclusive and mixed outlets of PepsiCo products. 5.The percentage of number of outlets in nature (i.e. Seasonal vs. Non seasonal). 6.The reaction of the outlets owner how they reacts with the promotional scheme. 7.Future forecast of sale after getting sales promotion to the outlets. Hence it can say that, a well planed & future oriented sales promotion will give a good sales volume.

Sales Promotion






Promotional Sales: Like;

AGNIPATH (its may its war) JETENGE JUNE SPECIAL SCHEME: Special scheme had provided to the outlets in the month of may and June. This scheme had provided for the increase the sales volume and compete to the competitors. The special schemes are;

1. 1ltr per case 1bottle 1lite free. 2. 2ltr per case 9pc. Aquafina free.

3. 1.2ltr slice per case 2pc. 1.2ltr slice free.

4. 600ml. per case 1bottle 600ml free. 5. 1ltr. Aquafina Per case 4pc. 1ltr. Aquafina free. 6. Nimbooz tetra pack per case 3pc. Tetra pack free.


1. KEY ACCOUNT: In this scheme the company ties up with mall, restaurant, big retail shop and hotel on the basis of annual sales volume. It may tie up at Rs. 10 or Rs. 15 or Rs. 20 or Rs. 25 per case of selling. 2. CARD ACCOUNT: Under this scheme the company ties up with betel shop, small shopkeeper, retail outlet at Rs. 3 or Rs. 4 or Rs.5 per case of selling.

3. DISPLAY SCHEME: Under this scheme company give

gift to the retailer who display the PEPSI product in the visi (refrigerator).

Primary Sources of Competitor Information

Investment Bankers Sales Force

Consultants/ Specialized Firms

Primary Data Employees Suppliers


Secondary Sources of Competitor Information

Customer Communi Consultants cations Trade Press Internal Sources Local Newspapers Annual Reports Patent Filings 10Ks Business Press News Releases Electronic Government Databases

Promotional Literature Trade Associations

Secondary data

Other Sources of Competitor Information

Help-Wanted Advertisements

Hiring Key Employees

Trade Shows

Primary Data
Monitoring Test Markets Reverse Engineering Plant Tours


It is found that the customers are not satisfied with the performance of the distribution of services. After survey it is known that most of the outlets are coke monopoly. The survey shows that coke is the market leader & Pepsi is the market challenger The demand of slice & 7up is more than the other product of Pepsi. Maximum outlets are interested to sell cold drinks but they required cooling equipment. The demand for glow signboard, racks by the retailer is so high but is not fulfilled by the company.

The late delivery of the products to the outlets is the responsible to the decrease in market share of Pepsi.

In the case of the scheme Pepsi is providing more schemes than coca-cola.

1:-Some of the retailer were not ready to be interviewed due to lack of time and some are not interested in getting interviewed in fear of disclosing their privacy. 2:-Sometimes retailers were not able to recall the fact which were asked the question. 3:-Often retailers were reluctant to provide information related to my project. 4:-There are some areas where access to the promotional events for the retailers are quite low. They have a past preference and they are reluctant to use the new products.


The retail outlets should be properly communicated for the schemes offered by the company. The company should check out the commitment it has made with the retailers regarding the offers &prizes properly in time. The demand of cooling equipment by the outlet can be fulfilled. There should be more focus on distribution of Pepsi for which the market shares will not be reduced. Regular visit of technician is required to solve the problems of freeze in the market at the right time. Salesman should have good interaction with the retailers which will increase the sales. Company executives should visit the counter on weekly basis & executives should take the feedback from the

1.Name of the outlets: 2. From how many years you are here in soft drinks business? 3. Age of the customer : Below 15yrs, 15-25yrs, 25-35yrs, above 35 yrs group. 4. How much soft drink did you sell per day______? (a) 5-10 c/s (b) 10-20 c/s (c) 20-30 c/s (d) above 30 c/s. 5. How much Pepsi products you sell per day_________? (a)1-20 (b) 20-40 (c) 40-60 (d) above 60. 6. In case of non availability of RGB, which products does the consumers preferred? 7. Pet (b) can (c) tetra packs (d) others. 8. Which SKUs you sell more? (a) NRB (b) RGB.

9. Rank the following Pepsi product from 1to 5, with 1 begin most preferred and 5 begin last preferred: (a) Pepsi.......... (b) Mountain dew.. (c) Mirinda (d) 7up.. (e) Slice (f) Nimbooz.. 10. How effectively the distribution of products satisfying the demands?

(a)Highly satisfied (b) satisfied (c) satisfied to some extent (d) less satisfied (e) unsatisfied.
11. PepsiCo provides more credit limit & credit time than its competitors?

(a) Agree (b) Neither agree nor disagree (c) disagree. 12. Does the customers are shifting from carbonated drinks to non-carbonated drinks now- a-days? (a)Yes (b) no


Sales promotion is any initiative undertaken by an organization to promote an increase in sales, usage or trial of a product or service. Sales promotion is a vital part of sales. According to the survey it is clear that the market share of Pepsi is increasing due to promotional activities in comparison to other competitors. The retailers are strongly satisfied with the scheme offered by Pepsi. And last but not the least I would like to say that I have put my sincere effort to achieve objective which was set during the study.