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A project report on how to increase sale of pepsico sumeet A project report on how to increase sale of pepsico sumeet Document Transcript

  • A project report on how to increase sale of pepsico — Document Transcript1. A PROJECT REPORT ON ON HOW TO INCREASE SALE OF PEPSICO INNOIDA REGION FOR VARUN BEVERAGE LTD.SUBMITTED BY UNDER THEGUIDANCE OFSUBMITTED TO THE UNIVERSITY OF PUNE IN PARTIALFULFILMENT 0F MASTER IN MARKETING MANAGEMENT (2007-2009)SINGAD INSTITUTE OF BUSINESS ADMINISTRATION OF COMPUTERAPPLICATION LONAVALA2. ACKNOWLEDGEMENTI take the opportunity to express my gratitude and thanksto all whoguided , co-ordinated and inspired me in completing my projectworksuccessfully .I am highly in debated to my guide at VarunBeverage Ltd.(NOIDA) ………………….. Whose constant guidance andvaluable suggestionshelped me at every stage of my project work .The project is an outcome of the helpand encouragement provided bynumber of people at ―Varun Beverage Ltd. (NOIDA)‖The employees ofvarious department of the company helped a lot in completing myprojectwork for which I am very much thankful to them.I express my heartiest thanksto ………………………………….. and…………………………………. in providingme with right ambience of project.3. Preface Since the last few decade due to fast industrial development & highcompetitiveness inthe market the MARKETING plays very vital role in the success ofan organizationMarketing is one of the live functions of an organization .It is the onlyfunction of anorganization earns revenue, which leads to the survival& growth of theorganization as awhole . It fulfils the needs & wants of the society . Marketing is nolonger a company department charged with a limited number of tasks –It is acompany- wide undertaking . It drives the company‘s vision , mission andstrategicplanning . Marketing includes decision like who the company wants as itscustomers;which needs to satisfy ; what products and services to offer ; what prices toset; whatcommunication to send and receive; what channels of distribution to use ;and whatpartnership to develop. Selling is apart of marketing and this study is basedon how ―VARUN BEVERAGEPVT. LTD, NOIDA‖ a franchise sales unit of Pepsi ,can increase its sales .Pepsi ismass producer of beverages and drinking water.4. HISTORY OF SOFT DRINKS The history of soft drinks began with the end of thelast century. Its history datesback to the civil war in USA in 1860. At the time peoplewere suffering from manydiseased. Problem at that time was how to cure all thesedisease since no remedy was presentat that time. It was a big question for Americanpeople. So in 1885 Mr. JihnPalmwartion, who lived in Antonica, made a drink andregistered it as FRENCH WINECOLA. In the beginning the drink was made with
  • mixture of cocaine and alcohol butlater on it was converted and changed into a softdrink. Now it is named as Coca-Cola. Anew brand named Pepsi-Cola came in the year1887. Around 1984 the first branded soft drink came in the Indian market. This softdrinkwas named as ―Gold Spot‖. Parle Exports Pvt. Ltd. was the first Indian Companytointroduce a lemon soft drink, this drink was known as ―Limca‖ and it wasintroduced in1970s. However, before this drink had introduced‖ Cola Pepino‖ whichwas withdrew inface of tough competition. In the year 1977 Coca-Cola left Indianmarket and this brought in an opportunityfor various Indian companies to show theircaliber. At this time a new soft drink wasintroduced by Parle Products and this wasnames as ―Thums-Up‖. This was a Coca-Cola drink which had a burnt sugar colour.This drink wasintroduced with a mighty ―Happy Days Are Here Again‖. There wasanother companynamed Pure Drinks which introduced the soft drink named ―CampaCola‖ along withorange and lemon flavour. Just after this many more companiesentered the Indian soft drink market. A softdrink named ―Double-7‖ had beenintroduced by a company Modern Bakers. Anothercompany, Mohan Meakins alsocame with a soft drink named ―Marry & Puck-Up‖.Mcdowell came with ―Thrill,Rush, Sprit‖.Previously there was no competition in the Indian soft drink market butwith all thesecompanies coming in the Indian market a huge competition was takingplace with highvoltage advertisement. But in the year 1988 Pepsi-Cola was givenpermission to sell itssoft drinks in the Indian market by the Government of India.Coca-Coal also came backin 1993.5. INTRODUCTION OF PEPSIType Public (NYSE: PEP)Founded 1965HeadquartersPurchase, New York, USAKey people Indra Nooyi, Chairwoman, President &CEOIndustry Food and beverageProducts Pepsi Tropicana Products Gatorade LaysDoritos Frappuccino (for Starbucks) Mountain DewRevenue $39.474 billion USD(2007)Operating income $4.551 billion USD (2007)Net income $5.591billion USD(2007) 11% profit marginEmployees 153,000(2005)6. PepsiCo, Inc. is currently one of the most successful consumer products companyinthe world with annual revenues exceeding $30 billion and has more than480,000employees.PepsiCo, Inc. began as a successor to a company incorporated in1931, known asLoft Inc. Once known as Pepsi-Cola, the company expanded itsbusiness andadopted its current name, PepsiCo, after a merger with Frito-Lay in1965.This merger dramatically increased PepsiCos market potential and set thefoundationfor the companys tremendous growth.PepsiCos products are recognizedand are most respected all around the globe.Currently, PepsiCo divisions operates inthree major US and international businesses:beverages, snack foods, and restaurants.In each of these businesses, PepsiCo hasattained a leadership position as being theworld leader in soft drink bottling g, theworld largest snack chip producer, and the
  • world largest franchised and companyoperated restaurant system.The corporationsincreasing success has been based on high standards ofperformance, marketingstrategies, competitiveness, determination, commitment, andthe personal andprofessional integrity of their people, products and business practicesPepsiCos overallmission is to increase the value of our shareholders investmentsthrough sales growth,investments and financial activities. PepsiCo believes theirsuccess depends upon thequality and value of their products by providing a safe,whole some, economicallyefficient and a healthy environment for their customers;and by providing a fair returnto their investors while maintaining the higheststandards of integrity. Quaker Foods Tropicana juices Gatorade sports drinks Pepsi-Cola beveragesFrito-Lay snacks 7. COMPANY PROFILE In 1893 Caleb Bradham, a youngpharmacist from New Bern, North Carolina,begins experimenting with many differentsoft drink concoctions; patrons and friendssample them at his drugstore soda fountain.In 1898 One of Calebs formulations, known as "Brads Drink," a combinationofcarbonated water, sugar, vanilla, rare oils and cola nuts, is renamed "Pepsi-Cola"onAugust 28, 1898. Pepsi-Cola receives its first logo. Pepsi-Cola North America,headquartered in Purchase, N.Y., is the refreshmentbeverage unit of PepsiCoBeverages and Foods North America, a division of PepsiCo,Inc. PepsiCo Beveragesand Foods North America also comprises PepsiCos Tropicana,Gatorade and QuakerFoods businesses in the United States and Canada. Pepsi-Cola North Americascarbonated soft drinks, including: Pepsi, Diet Pepsi,Pepsi Twist, Mountain Dew,Mountain Dew Code Red, Sierra Mist, and Mug Root Beeraccount for nearly one-third of total soft drink sales in the United States. Pepsi-Cola North Americas non-carbonated beverage portfolio includes Aquafina,which is the number one brand ofbottled water in the United States, Dole single-servejuices and SoBe, which offers awide range of drinks with herbal ingredients. Thecompany also makes and marketsNorth Americas best-selling, ready-to-drink iced teasand coffees via joint ventureswith Lipton and Starbucks, respectively. PepsiCo, Inc. is one of the worlds largestfood and beverage companies. Thecompanys principal businesses include:8. PepsiCo, Inc. was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.Tropicana was acquired in 1998. In 2001, PepsiCo merged with the QuakerOatsCompany, creating the world‘s fifth-largest food and beverage company, with 15brands– each generating more than $1 billion in annual retail sales. PepsiCo‘s successis theresult of superior products, high standards of performance, distinctivecompetitivestrategies and the high level of integrity of our people. There are manywho feel that Pepsi-Cola had the first move advantage in India.Little do they knowabout Pepsi-Cola‘s initial foray into Indian soft drinks industry wayback in 1956?Coca–Cola had entered the country just a year back in 1955. But later Pepsi-
  • Colawithdrew from the country in 1961 due to bottling problems. Pepsi-Cola enteredIndia inApril 1989 by setting operation in beverages, snacks & agribusiness. At thistime Parlehad 70% of the market share of the total soft drink market. Initially it facedsome trouble in entering the market due to strong resistance frommost of the domesticsoft drink industry and the advocates of ―Swadeshi‖. The Indianeconomy was notliberalized and proved to be another barrier. Pepsi-Cola removed thesebarriers by:Promising the government to focus considerable selling efforts in the rural area tohelpeconomic development.―Promising to help boost the expert of agricultural products‖Offering to transfer the food processing, packaging & water treatment technologytoIndia.9. HISTORY OF PEPSIPepsiCos beverage business was founded in 1898 by apharmacist named CalebBradham who created a special beverage, a soft drink, in theback room of his drug storein New Bern, North Carolina.This new soft drink called"Brads Drink" had a unique mixture of kola nut extract,vanilla and rare oils.Calebbegan to advertise his new creation with the theme "Exhilarating, Invigorating,AidsDigestion" and renamed it as "Pepsi-Cola."Caleb Bradham began his cola operation in1902. The Pepsi Cola Company washeadquartered in the back room of his drug storewhere he packaged the syrup for sale toother soda fountains. The business increased,and on June 16, 1903, "Pepsi-Cola" wasofficially registered with the US PatentOffice.And as a result, Caleb Bradham began to franchise Pepsi-Cola to manyindependentinvestors. By the end of 1910, Pepsi-Cola was franchised in 24states.Until World War I, Pepsi-Cola Company achieved 17 years of success and anew themewas introduced, "Drink Pepsi-Cola. It will satisfy you."However, after thewar years, Caleb Bradham suffered bankruptcy. As a result, Pepsi-Cola became asubsidiary to Loft Incorporated, a large chain of candy stores and sodafountains.10. Today, Pepsi-Cola Company is a major division of PepsiCos corporate structure.Pepsi-Cola Company now produces and markets a wide range of beverages to retail,restaurantsand food services in more than 191 countries and territories around theworld and bringsin an annual revenue of $10 billion.There are 200 plants in the USand Canada, as well as, 530 plants throughout the rest ofthe world, that producesPepsi-Colas beverages.Since the creation of Pepsi-Cola in 1898, Pepsi-Cola Companyhas introduced 13beverages that wear the Pepsi-Cola trademark. Five of Pepsi-Colasbrand names:Pepsi, Diet Pepsi, Mountain Dew, 7 UP, and Mirinda, each brings inannual revenue inconsumer sales of $1 billion.In 1992, a partnership between ThomasJ. Lipton and Pepsi was formed.This partnership produces, markets, and distributesLipton Brew, Lipton Brisk andLipton Fountain Ice-Tea. And in 1993, Pepsi Max alow calorie cola was created andintroduced only for the international markets. PepsiMax is now produced in over 40countries and is the third largest-selling cola brand
  • outside the US.PepsiCo is continuing to expand and introduce new alternativebeverages in the market.There are four alternative beverages that are currently beingtested in our market today.Mazagran, a cold sparkling coffee based beverage,Aquafina, bottled water, and a low fatmilk shake called Smooth Moos.The latestbeverage was launched on May 22, 1996 in Philadelphia. Pepsi-Kona,a new cola is acombination of the Pepsi-Cola flavor and the Kona blend of coffee.11. PEPSICO IN INDIAPepsiCo is a world leader in convenient foods and beverages,with 2006 revenues ofmore than $35 billion and more than 168,000 employees acrossthe world. Its worldrenowned brands are available in nearly 200 countries andterritories.PepsiCo entered India in 1989 and in the span of a little more than a decade,has grown tobecome the country‘s largest selling food and beverage companies. Oneof the largestmultinational investors in the country, PepsiCo has established a businesswhich aims toserve the long term dynamic needs of consumers in India.The group hasbuilt an expansive beverage, snack food and exports business and tosupport theoperations are the group‘s 37 bottling plants in India, of which 16 arecompany ownedand 21 are franchisee owned. In addition to this, PepsiCo‘s Frito Laysnack divisionhas 3 state of the art plants.PepsiCo‘s business is based on its sustainability vision ofmaking tomorrow better thantoday. Our commitment to living by this vision every dayis visible in our contribution toour country, consumers, farmers and ourpeople.Providing consumers with balance and choicePepsiCo India‘s expansiveportfolio includes iconic refreshment beverages Pepsi, 7 UP,Mirinda and MountainDew, in addition to low calorie options– Diet Pepsi and 7UpLight, hydrating andnutritional beverages such as Aquafina drinking water, isotonicsports drinks -Gatorade, and 100% natural fruit juices and juice based drinks – Tropicana PepsiCo supports sea weed cultivation projects in Tamil Nadu which providemembers of womens self help groups with sustainable livelihoods. PepsiCo hasinvested U.S$1.5 million investment to cooperatively develop a comprehensive agrotechnology program in partnership with the Punjab government to help farmersimprove the quality and yield of their crops. PepsiCos annual exports from India areworth over U.S$60 million. PepsiCo generates estimated annual retail sales ofU.S$700 million in India. Sells more than 200 million crates annually PepsiCogenerates direct employment for more than 4000 people in India and indirectemployment for 60,000 people. PepsiCo India has 40 bottling plants in India. 12.and Slice. Our local brands – Lehar Everest Soda, Dukes Lemonade andMangolacomplete our diverse spectrum of brands.PepsiCo‘s snack food company,Frito-Lay, is the leader in the branded potato chip marketand was amongst the firstcompanies to eliminate the use of trans fats and ‗msg‘ in itsproducts. It manufactures.Lay‘s Potato Chips;Cheetos extruded snacks, Uncle Chips and traditional namkeen
  • snacks under the Kurkureand Lehar brands. Quaker Oats, Lehar Lites, low fat androasted snack options enhancethe choices available to the growing health and wellnessneeds of our consumers. PepsiCo has established zero waste centers and PET recycling supply chains.SLOGANS OF PEPSI1939: "Twice as Much for a Nickel"1950: "More Bounce to theOunce"1950: "Any Weather is Pepsi Weather"1957: "The Light Refreshment"1958:"Be Sociable, Have a Pepsi"1961: "Now Its Pepsi for Those Who Think Young"1963:"Come Alive, Youre in the Pepsi Generation".1967: "(Taste that beats the others cold)Pepsi Pours It On 13.14. 1969: "Youve Got a Lot to Live, and Pepsis Got a Lot to Give"1975: "Have aPepsi Day"1977: "Join the Pepsi People (Feeling Free)"1980: "Catch That PepsiSpirit" David Lucas composer1981: "Pepsis got your taste for life"1983: "Pepsi Now!Take the Challenge!"1984: "Pepsi. The Choice of a New Generation" (CommercialwithMichael Jackson, featuring Pepsi version of Billie Jean)1986: "Weve Got TheTaste" (Commercial with Tina Turner)1990: "You got the right one Baby UH HUH" (sung by Ray Charles )1991: "Gotta Have It"/"Chill Out"1992: "Be Young, Have Fun,Drink Pepsi"1995: "Nothing Else is a Pepsi"1996: "Pepsi:Theres nothing officialabout it" (During the Wills WorldCup(Cricket) held in India/Pakistan/Srilanka)1997:"GeneratioNext"." With the Spice Girls "1998: "Yeh Dil Mange More"(In Hindimeaning "My heart wants more")15. 1999: "Ask for More"/"The Joy of Pepsi-Cola" (Commercial withBritneySpears/Commercial with Mary J. Blige)2003: "Its the Cola"/"Dare forMore"2005: "Wild Thing"/"Ask For More" (With Jennifer Lopez &BeyoncéKnowles)2006: "Why You Doggin Me"/"Taste the one thats foreveryoung"Commercial featuring Mary J. Blige2007: "More Happy"/"Taste the one thatsforever young" (MichaelAlexander)2008: "Yeh hai Youngistaan Meri Jaan!"(India)2008: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake)16. PEPSICO BRANDS17. MISSIONPEPSICO MISSION18. JAIPURIA GROUPIndian Beverages industry‘s size is Rs. 8000 crores and it isdominated by twoplayers viz Pepsi and Coke only. This high profile industry has lotof potential forgrowth as per capita consumption in India is 8 bottles a year ascompared to 20bottles in Srilanka ,14 in Pakistan. While 12 b0ttles a person inNepal.The RKJ Group is India‘s leading supplier of retailer brand carbonated and
  • Non-carbonated soft drinks with beverage manufacturing facilities in India Nepal.Itsexperience in the beverage industry dates back to the sixties when it had thefirstFranchisee at Agra.The group manufactures and markets carbonated and Non-carbonated soft drinksand Mineral water under Pepsi Brand. The various flavors andsub brands arePepsi, Mirinda Orange, Mirinda Lemon, Mountain Dew, 7UP, SliceMango, SliceOrange, Evervess Soda and Aqauafina.19. It has the licenses to supply beverages in the territories of western UP, part ofMP,half of Haryana, whole of Rajsthan, Goa, 3 districts of Maharashtra ,9 districtsofKarnataka, and whole of Nepal. The group has in total 18 bottling plants in IndiaandNepal and is responsible for producing and marketing 44% of Pepsirequirement inIndia. R.K.J GROUP • VARUN BEVERAGES LTD- PEPSI • DEVAYANI FOODINDUSTRIES PVT. LTD-CREAM BELL • COSTA COFFEE • PIZZA HUT • D.P.S.• SAINT MONTAS • K.F.C20. VARUN BEVERAGE LTD.Varun Beverages Ltd. Was the new start which wasborn in 1999 among the JaipuriaGroup. This is the rising sun of Jaipuria group. Mr.Ravi Kant Jaipuria who is thechairman of this bottling plant has good result.The mainobject of this unit is manufacturing, production, selling, distribution, andbottling ofbeverages, created water soft drinks etc. Mr. Ravi Kant Jaipuria got bestPepsi BottlerAward in 1998 for the best bottler of the world. The Pepsi award is thehighesthonorable award to any franchisee.It can be said with absolute certainty that the RKJGroup has carved out a special nichefor itself. Our services touch different aspects ofcommercial and civilian domains likethose of Bottling, Food Chain and Education.Headed by Mr. R. K. Jaipuria, the groupas on today can lay claim to expertise andleadership in the fields of education, food andbeverages.The business of the companywas started in 1991 with a tie-up with Pepsi Foods Limitedto manufacture and marketPepsi brand of beverages in geographically pre-definedterritories in which brand andtechnical support was provided by the Principals viz., PepsiFoods Limited. Themanufacturing facilities were restricted at Agra Plant only.Varun Beverages Ltd. is theflagship company of the group.The group also became the first franchisee for YumRestaurants International [formerlyPepsiCo Restaurants (India) Private Limited] inIndia. It has exclusive franchise rights forNorthern & Eastern India. It has total 46Pizza Hut Restaurants & 1 KFC Restaurantunder its company.We diversified intoeducation by opening our first school in Gurgaon under managementof Delhi PublicSchool Society. The schools of the group are run under a Registered TrustnamelyChampa Devi Jaipuria Charitable Trust.21. Companies are medium sized, professionally managed, unlisted and closely heldbetweenIndian Promoters and foreign collaborators.The group added another feather
  • to its cap when the prestigious PepsiCo―International Bottler of the Year‖ award waspresented to Mr. R. K. Jaipuria forthe year 1998 at a glittering award ceremony atPepsiCo‘s centennial yearcelebrations at Hawaii, USA. The award was presented byMr. Donald M. Kendall,founder of PepsiCo Inc. in the presence of Mr. George Bush,the 41st President ofUSA, Mr. Roger A. Enrico, Chairman of the Board & C.E.O.,PepsiCo Inc. and Mr.Craig Weatherup, President of Pepsi Cola CompanVisionBeingthe best in everything we touch and handle.MissionContinuously excel to achieve andmaintain leadership position in the chosen businesses;and delight all stakeholders bymaking economic value additions in all corporatefunctions.Our SuccessProduction ofinnovative, high quality retail branded beverages combined with world-classpackagingDriven by a management team with a relentless focus on achievingsuperiorcustomer service, driving earnings improvement and increasing shareholdervalue.Our PeopleAt RKJ we are creating an environment where our employees enjoya greater degree ofempowerment - both individually and in their work teams.22. Our employees are equipped with the necessary tools, training and managementbackupfor strong performance and accountability, as well as with an environment ofopencommunication and involvement.23. ORGANISATION STRUCTURE24. Chairman CEO Unit Manager TDM ADCCustomer Executive CustomerExecutiveDistributers A,B,C Distributers E,F Route Agents Route Agents HelperHelper25. CONTRIBUTION OF BRANDS IN NOIDA Pepsi 50% 7up 5% Mountain Dew15% Mirinda orange 5% Mirinda lemon 5% Slice 20% Aquafina WaterThese eight brands differ in taste, flavor and also in their coloursLehar Soda Lehar 7-Up Slice Mirinda(Orange) Mirinda(Lemon)Mountain Dew Pepsi 26. PRODUCT PROFILE OF THE COMPANYThere areeight brands of Pepsi-Cola named as follows:27. PEPSIType ColaManufacturer PepsiCo, Inc.Country of Origin UnitedStatesIntroduced 1903 Coca-ColaRelated products RC ColaPepsi-Cola, commonlycalled Pepsi, is a cola soft drink produced and manufactured byPepsiCo. It is soldworldwide in stores, restaurants and from vending machines. Thedrink was first madein the 1890s by pharmacist Caleb Bradham. The brand was
  • 28. trademarked on June 16, 1903. There have been many Pepsi variants producedover theyears, including Diet Pepsi, Pepsi Max, Pepsi Samba, Pepsi Blue, Pepsi Gold,Pepsi Jazz,Pepsi Next (available in Japan and South Korea), and Pepsi Easter Hop.Mountain Dew Type Citrus soft drink Manufacturer PepsiCo, Inc.Country of originUnited States Introduced 1964 (nation-wide) Diet Mountain Dew Variants MountainDew LiveWire29. Mountain Dew is a caffeinated, sweet, citrus-flavored soft drink producedbyPepsiCo, Inc. It was invented in Marion, Virginia and first marketed inKnoxville,Tennessee in 1948, then by the Minges family in Fayetteville, NorthCarolina and across [1]the United States in 1964. When removed from itscharacteristic green bottle,Mountain Dew is bright yellow-green and semi-opaque.30. Aquafina Type Water Beverage Manufacturer PepsiCo, Inc. Country of originUnited States Introduced 1994Aquafina is a popular brand of bottled water. It was firstdistributed in Wichita, Kansasin 1994, and was distributed across the United States ,Canada , Turkey and Vietnam by1997. As of 2003, it had become the United Statestop-selling bottled water brand inmeasured retail channels.31. The water is standard tap water but goes through an extensive purification processthatincludes charcoal filtration, reverse osmosis and ozonation. Aquafina is sold in 12-ounce,500-mL (16.9-ounce), 20-ounce, 24-ounce, 1-liter, and 1.5-liter bottles32. Slice Type Flavored soft drink Manufacturer PepsiCo, Inc.Country of origin USAIntroduced 1984Related products Sierra Mist, Sprite, Fanta, TeemSlice is a line offruit-flavored soft drinks manufactured by PepsiCo and introduced in1984, with theLemon-Lime and Mandarin Orange flavors33. MirindaMirinda is a brand of soft drink available in fruit varieties includingorange, grapefruit,apple, strawberry, pineapple, banana, and grape flavors. It is part ofa beverage area oftenreferred to as the flavor segment, comprising carbonated andnon-carbonated fruit-flavored beverages. The orange flavor of Mirinda represents themajority of Mirinda salesworldwide.34. Lehar Soda:- This is a soda drink. It has no colour and no flavour. It isgenerallyused with alcohol and used by adults.35. OBJECTIVE1. To know the consumer perceptions about Pepsi-product2. Toanalyze those product which constitute the bulk of the overall demand of theProducts3. To analyze those period which are profitable and could generate revenuefor the Company4. Survey of the Market Share of Pepsi-product5. Provide different
  • tools to increase sale of Pepsi.6. To Know the Retailer Comments or Suggestion onIncrease The Sale of Pepsi..36. RESEARCH METHEDOLOGYResearch is a planned and systematicinvestigation and analysis of factual data to check,verify or disapprove guesses, clues,assumption. It supplements the existing body ofknowledge and widens the frontiers ofunderstanding.Edwin.b.flippo defines research as ―systematic and purposiveinvestigation of facts withthe object of determining cause and effect relationshipsamong such facts‖.Method is the scientific way of doing things to achieve the desiredresult. In thisparticular study, the researcher has followed the scientific steps asenumerated below: SELECTION OF THE TOPICResearch on How to increase thesale of Pepsi is a tool utilized to identify how theconsumer buy and in what situationthey buy and ratio of the people who buy Theseactivities should be provided to theemployees to improve their Retailer. In order to get aconstructive outcome, the focusshould be placed on needs as opposed to desires of theconsumer. SCOPE OFSTUDY:As the researcher was placed in VARUN BEVERAGE.LTD, NOIDA forundertakingresearch as a requirement of the partial fulfillment for the award of theMaster inMarketing Management, the universe of the study is limited to NOIDAregion..37. OBJECTIVE OF STUDY:The main objective/aim of the study is to assess thehow to increase the sell of PEPSI. METHOD OF STUDY:The entire survey wasplanned with a view to collect data and provides feedback toVARUN BEVERAGELTD., NOIDA about its household distribution of pepsi. For that purpose, householddistribution of pepsi questionnaire which is developedby me with the help of myinternal guide and my training officer of PEPSICO. About ten questionnaires wereadministered to the Retailer by the researcher. Anyconfusion regarding thequestionnaire was promptly attended to by the researcher. 09questionnaires werereturned to the researcher. The collection of data took a little overone week.SAMPLING:The universe was NOIDA All retailers were the respondents in thepresent study. Thequestionnaires were administered none randomly to the variousRetailer. TOOLS OF STUDY SECONDARY SOURCES Annual report Files/ document Manual of theorganization Books PRIMARY SOURCES Personal interview Observation Personaldiscussion and interaction 38. The study based on information given by Retailers.This is done with the interviewingdifferent personnel‘s discussion getting informationfrom the document and files .Theprimary preparation is from the different books.SOURCES OF INFORMATIONIn order to get a proper flow of informational list hasdrawn as to from where to getsufficient and authentic information on the subject.For
  • the present study, following are the sources for the study. & Project reportsOn thebasis of this, a training programme was designed in order to train the frontlineexecutives and Managerial staff in order to improve their competencies andtherebyimprove production.39. DEFINATIONResearch is a careful investigation or inquiry especially throughsearch fornew facts in any branch of knowledge. Research is done with the helpofstudy, observation, comparison and experiment. It is a scientific andsystematicsearch for pertinent information on a specific topic.There is a topic, How to increasethe sale of Pepsi which is our summerproject topic in Varun Beverage. Ltd., NOIDA.Through investigation weare trying to find new facts and ideas training needs.RESEARCH TYPEThe type of Research which is used in the How to increase thesale of Pepsiis purely a ―Descriptive Research‖. This kind of Researchincludessurveys and fact finding enquiries of different kinds. RESEARCH DESIGN40. The survey was conducted for the Varun Beverage .Ltd RESEACH PROCEDURE1. First of all, a list of competencies, for the Retailer as well as the Consumers wasprepared, which would be grounds for assessing them. 2. Then, questionnaires wereprepared, one for Retailers. 3. At NOIDA various Shop are there Grocery shop, RetailOutlet, Shopping mall etc. 4. Here the Retailer were interviewed and then thequestionnaires were filled by them. 5. After filled the questionnaires by the allRetailer, we collected the questionnaires paper by self. 6. 360 techniques were usedfor assessing the all Retailers41. 7. The collected data was analyzed and concluded were drawn accordingly. Thiswas all done in excel sheets and word pad wherein the conclusions have beensupplemented with pictorial representations. SAMPLE DESIGNThis survey wasconducted at NOIDA which are a part of Varun Beverage.Universe: -NOIDASampling Unit: -Retailer, Shopping Mall, Grocery Shops at NOIDA,SamplingSize: -Retailer:- 120Primary Data: -Primary Data which gave the researcher a base forframing the Questionnaires, whichthen highlighted all the important aspects forconsideration.Primary data was collected in form of questionnaires with interview.42. Questionnaires: -Questionnaires were the main instrument regarding primary datacollection.A copy of questionnaires has been enclosed in the Annexure.In additionalto the questionnaires method, data was also collected byinterviewing the respondentsface-to-face. This ensured that the datacollected through questionnaires was accurate.In the process of conductinginterviews, observation the respondents body language,facial expression.This was true in case of Varun Beverages. Ltd.,Thus in this way datacollection was done.
  • 43. Information and Analysis1 . . What type of cold drink you sale Pepsi or Coca-Cola? a. Pepsi product b. Coca-Cola c. Both ALTERNATIVE NUMBER OF RETAILERSPepsi-products 24 Coca-cola products 12 Both 8444. What type of cold drink you sale Pepsi or Coca-Cola ? Pepsi-products, 20% Pepsi-products Coca-cola Coca-cola products products, 10% Both Both, 70%2. Whichflavor of Pepsi the consumer prefers most? a. Pepsi b. Mirinda c Lemon Mirinda d. 7-up e. Mountain Dew f .E. Soda g. Slice ALTERNATIVE NUMBER OF RETAILERSPepsi 20% 12% Mirinda Lemon Mirinda 11%45. 7-up 10% Mountain Dew 15% E. Soda 10% Slice 22% 20% 22% SLICE DEWMIRINDA10% LEMON MIRINDA 7 UP 15% SODA 10% PEPSI 11% 12%46. 3.Are all flavor of Pepsi available during summer? a. Yes b. No ALTERNATIVENUMBER OF RETAILERS Yes 78 No 4247. Are all flavor of Pepsi available during summer? 14 NUMBER OF RETAILERS12 10 8 Series1 6 4 2 0 Yes No ALTERNATIVE4. Which company‘s coolingmachine is being used by the retailer? a Pepsi b Coca-Cola c. SelfownedALTERNATIVE NUMBER OF RETAILERS48. Pepsi 72Coca-Cola 12Self owned 8449. Which company‘s cooling machine is being used by the retailer? 14NUMBER OFRETAILERS 12 10 8 Series1 6 4 2 0 1 2 3 ALTERNATIVE50. 5.What type of cold drink does a consumer preferred most? a. Pepsi product b.Coca-Cola product c. BothALTERNATIVE NUMBER OF RETAILERSPepsiproduct 48Coca-Cola product 30Both 60 12 Series2, Both , 10 10 Series2, Pepsiproduct , 8 8 Series2, Coca-Cola Series1 6 product , 5 Series2 4 2 0 Pepsi productCoca-Cola product Both51. 5.How much you satisfied with the Pepsi product? a. Fully satisfied b. Partiallysatisfied c. Not at allALTERNATIVE NUMBER OF RETAILERSFully satisfied54Partially satisfied 36Not at all 30 How much you satisfied with the Pepsi product?10 NUMBER OF RETAILERS 9 8 7 6 5 Series1 4 3 2 1 0 1 2 3 ALTERNATIVE52. 7. In which month sales of the cold drink is very high? a. 15th April-15th May b.15th May-15th JuneALTERNATIVE NUMBER OF RETAILERS 15th April-15thMay 18 15th May-15th June 102 In which month sales of the cold drink is very high?18 16 14 No.of retailers 12 10 Series1 8 6 4 2 0 1 2 Month
  • 53. 8.Would you like to deal with company in future? a. Yes b. NoALTERNATIVENUMBER OF RETAILERS Yes 120 No 0 Would you like to deal with company infuture? 25 NUMBER OF RETAILERS 20 15 Series1 10 5 0 Yes No ALTERNATIVE54. Observation and Findings As we know that every businessman does the businessto attain maximum profit in lessexpenditure and good relation with his consumer .As Ihave gone through the survey andobserve that , there are two types of distributionchannel –company territory office –wholesaler- retailer and franchise and due to thatretailer have to face various problem asprice differences because at some placesretailer get the cold drink at different ratewhereas at some places they have to playmore for the same.As we have observe in the market that the demand of Pepsi –product is higher than othercompany product but because of duel distribution channelthe retailer does not get all theflavors available to their shops at proper time and rate .The retailer knows that most ofhis consumers are of Pepsico –product and theyusually ask for the pepsico –productSlice,Mirinda,Diet-Pepsi,7up,Mountain Dew, butdue to unavailability they have to sellthe product of other company.According tosurvey it has been observed that retailer who is in the direct contact with theconsumerevery thing about the taste and flavor of the consumer. It has also been seenthatbecause of healthy relation of retailer with consumers the can sell any other productasthe substitute when consumer demands for the cold drinks.When a good relation isformed between the two then automatically faith and trust alsoarises between them.Hence the consumer most of the time take the suggestion of theretailer regarding theproduct which is being in demands as well as about its quality . Atthe same time aretailer can suggest to the consumer for consumption of new productaccording to hisdesire and as he knows that the consumer is not going to refuse hisproposal due tohealthy relation.Soa customer can sell any kind of product to any of hispermanentconsumer,whether the product is old are recently introduce in the market.Whereas incase of temporary consumer the retailer can not pressurize him for any otherproductapart from his demanded product but he can try and convince the consumer touse theanother product which is of same kind and taste and is the substitute thatdemandedproduct. Most of the time retailer changes the view and choice of theconsumerBy hisconvincing power and his sweet behavior .This is era of competition and we knowvery well that PEPSI has only one competitorAnd that is COCA-COLA. Hencevarious measures have to be taken to raise the marketand sell of the product.As everyknows that the product is sold by the last channel of the distribution to theultimateuser of the product that is consumer.Hence it is the responsibility of theupperdistribution channel those who work for the particular company to provide allthe facility
  • 55. And offer to the retailer who sell their product because that last channel pr theseller isnot bound to sell a particular product but he is free to say any product whichgives himprofit.Although the upper level of distribution channel know that lower levelretailers havedirect contact and relation with the ultimate consumer at the same timehe is very wellAware of the taste and demand of the consumer than in spite of to makeretailer angryThe upper level tries and does a lot for the shake of sell of his product bythe lower levelof retailer‘s he know that he can sell any other substitute to hisconsumer for any productand as COCA-COLA the biggest competitor of PEPSIproduct and they are giving a lotschemes and offers to the lower level of retailer so asto force them to sell their product.by knowing that the sell can be raised by thewillingness of the lower level of retailer asthey are only who directly interact with theconsumer.According to survey PEPSI product is having a large no. of consumers andretailer andalso want to sell Pepsi product but because of various common problemlikeunavailability of cooling equipment, offers, discount, glow signboard and manyotherthings. They become angry and hence they don‘t want to keep their product andtry to sellother companies product.56. LimitationEach and every works has its own limitation .In my study somelimitation are there as- 1. The sample size is 20 . The all observation has been drawnon the basis of these 20retailers.2. Sometimes retailers have not given answer properlybecause they were doing anotherwork due to their business. At sometime they are freebut they show reluctance.3. Sometimes retailers have not clear and exact data abouthow much the sell and whichbrand is taking lead in sale of beverage on their shop.They give on approximate data.4. It is survey of particular area and I can not make ituniversal.5. Sampling has been done on the basis of random sampling and some timerandomsampling does not give proper representative. CONCLUSION57. PepsiCo India . is one of the reputed companies amongst various cold drinkIndustry.PepsiCo is having different product with its product line.Pepsi has acquired abig share of market in India and in other countries because of itscompetitive pricing,distribution system and through good customer relation.Like in other industry Pepsi isalso having different competitors. In India Pepsi is havingonly one competitor that iscoca-cola.As we know in summer season demand of cold drink raised but in somecases it is unableto provide all flavors to its retailers. The quality of product isdifferent in differentcountries.Pepsi doesn‘t facilitate credit facility to its customerwhereas customers have to providecredit facilities to its consumer so as to increase hisselling and to maintain relation.Now, the President and CEO of Pepsi Indira Nooyihave announced that there will be onequality for Pepsi all over and there will a symbolon all product of the Pepsi. This willhelp in increase the sale of Pepsi Product.Despiteof all the strength and weakness its is also having some threats it is also
  • havingOpportunity still to grow more and competitor with its competitor.Over all thecompany are a very good company and one of the leading and growingcompanies inIndia. SUGGESTIONS BY RETAILER To increase the sale of Pepsi product company should offer discount on family pack.Launch more product and Product Line MY POINT OF VIEW Incease in Profit andscheme for the retailers. Attractive packing of the product. Delicacy Problemshould be removed. Offer should be given or contest should be played. More Offersshould be given on big pack (1.5L, 2 L). Competitive Prices should be there.Available the flavors in the peak season when it is demanded. Available the brandswhen it is needed by the customers. Its is suggested by most of the retailers that thesmall pack of Pepsi should be available (150 ml/Rs 5). It is easy to sell in thecolonies. 58. Pepsi should introduce ―PEPSI CLUB‖ for Women for social gathering. AppendiXSample Question1. Name of outlet2. What is the type of outlet? Pepsi should givesome tattoos to attract children (age group 5 to 13). Pepsi should introduce somemore Flavors of its Product. Pepsi should Introduce tetra packs (150 ml/Rs 5).Pepsi should hire housewives to advertise cold drink. Pepsi should do collaborativemarketing with some companies which are playing major role in house holddistribution. 59.60. a. Grocery Store b. Convenient Store c. Eateries Store3. What type of cold drinkyou sale Pepsi or Coca-Cola ? a. Pepsi product b. Coca-Cola c. Both4. Which flavorof Pepsi the consumer prefers most? a. Pepsi b. Mirinda c. Lemon Mirinda d. 7-up e.Mountain Dew f. E. Soda g. Slice h. Aqa Fina5. Are all flavor of Pepsi availableduring summer? c. Yes d. No6. Which company‘s cooling machine is being used bythe retailer? a. Pepsi b. Coca-Cola c. Self owned7. What type of cold drink does aconsumer preferred most? a. Pepsi product b. Coca-Cola product c. Both8. How muchyou satisfied with the Pepsi product?61. a. Fully satisfied b. Partially satisfied c. Not at all9. In which month sales of thecold drink is very high? a. 15th April-15th May b. 15th May-15th June10. Would youlike to deal with company in future? a. Yes b. No BIBLIOGRAPHY Name of thebooks used for the reference and their authors. 1. Principles of Marketing - KotlerPhilip 1. Research Methodology - Kothari C.R. 2. Market Research - Sharma D.D.62. Websites Referred1. www.pepsico.com2. www.wikipedia.com3.www.answer.com4. www.google.com