1. A PROJECT REPORT ON ON HOW TO INCREASE SALE OF PEPSICO IN NOIDA REGION FOR VARUN BEVERAGE LTD.SUBMITTED BY UNDER THE GUIDANCE OFSUBMITTED TO THE UNIVERSITY OF PUNE IN PARTIAL FULFILMENT 0F MASTER IN MARKETING MANAGEMENT (2007-2009) SINGAD INSTITUTE OF BUSINESS ADMINISTRATION OF COMPUTER APPLICATION LONAVALA
2. ACKNOWLEDGEMENTI take the opportunity to express my gratitude and thanks to all whoguided , co-ordinated and inspired me in completing my project worksuccessfully .I am highly in debated to my guide at VarunBeverage Ltd. (NOIDA) ………………….. Whose constant guidance andvaluable suggestions helped me at every stage of my project work .The project is an outcome of the help and encouragement provided bynumber of people at “Varun Beverage Ltd. (NOIDA)” The employees ofvarious department of the company helped a lot in completing my projectwork for which I am very much thankful to them.I express my heartiest thanks to ………………………………….. and…………………………………. in providing me with right ambience of project.
3. Preface Since the last few decade due to fast industrial development & high competitiveness inthe market the MARKETING plays very vital role in the success of an organizationMarketing is one of the live functions of an organization .It is the only function of anorganization earns revenue, which leads to the survival& growth of the organization as awhole . It fulfils the needs & wants of the society . Marketing is no longer a company department charged with a limited number of tasks –It is a company- wide undertaking . It drives the company’s vision , mission and strategicplanning . Marketing includes decision like who the company wants as its customers;which needs to satisfy ; what products and services to offer ; what prices to set; whatcommunication to send and receive; what channels of distribution to use ; and whatpartnership to develop. Selling is apart of marketing and this study is based on 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 the last century. Its history datesback to the civil war in USA in 1860. At the time people were suffering from manydiseased. Problem at that time was how to cure all these disease since no remedy was presentat that time. It was a big question for American people. So in 1885 Mr. JihnPalmwartion, who lived in Antonica, made a drink and registered 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 soft drink. Now it is named as Coca-Cola. Anew brand named Pepsi-Cola came in the year 1887. Around 1984 the first branded soft drink came in the Indian market. This soft drinkwas named as “Gold Spot”. Parle Exports Pvt. Ltd. was the first Indian Company tointroduce a lemon soft drink, this drink was known as “Limca” and it was introduced in1970s. However, before this drink had introduced” Cola Pepino” which was withdrew inface of tough competition. In the year 1977 Coca-Cola left Indian market and this brought in an opportunityfor various Indian companies to show their caliber. At this time a new soft drink wasintroduced by Parle Products and this was names 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 was another companynamed Pure Drinks which introduced the soft drink named “Campa Cola” along withorange and lemon flavour. Just after this many more companies entered the Indian soft drink market. A softdrink named “Double-7” had been introduced by a company Modern Bakers. Anothercompany, Mohan Meakins also came 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 but with all thesecompanies coming in the Indian market a huge competition was taking place with highvoltage advertisement. But in the year 1988 Pepsi-Cola was given permission 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 1965Headquarters Purchase, New York, USAKey people Indra Nooyi, Chairwoman, President & CEOIndustry Food and beverageProducts Pepsi Tropicana Products Gatorade Lays Doritos 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 company inthe world with annual revenues exceeding $30 billion and has more than 480,000employees.PepsiCo, Inc. began as a successor to a company incorporated in 1931, known asLoft Inc. Once known as Pepsi-Cola, the company expanded its business andadopted its current name, PepsiCo, after a merger with Frito-Lay in 1965.This merger dramatically increased PepsiCos market potential and set the foundationfor the companys tremendous growth.PepsiCos products are recognized and are most respected all around the globe.Currently, PepsiCo divisions operates in three major US and international businesses:beverages, snack foods, and restaurants. In each of these businesses, PepsiCo hasattained a leadership position as being the world leader in soft drink bottling g, theworld largest snack chip producer, and the world largest franchised and companyoperated restaurant system.The corporations increasing success has been based on high standards ofperformance, marketing strategies, competitiveness, determination, commitment, andthe personal and professional integrity of their people, products and business practicesPepsiCos overall mission is to increase the value of our shareholders investmentsthrough sales growth, investments and financial activities. PepsiCo believes theirsuccess depends upon the quality and value of their products by providing a safe,whole some, economically efficient and a healthy environment for their customers;and by providing a fair return to their investors while maintaining the higheststandards of integrity.
7. COMPANY PROFILE In 1893 Caleb Bradham, a young pharmacist from New Bern, North Carolina,begins experimenting with many different soft drink concoctions; patrons and friendssample them at his drugstore soda fountain. In 1898 One of Calebs formulations, known as "Brads Drink," a combination ofcarbonated 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 PepsiCo Beverages and Foods North America, a division of PepsiCo,Inc. PepsiCo Beverages and Foods North America also comprises PepsiCos Tropicana,Gatorade and Quaker Foods businesses in the United States and Canada. Pepsi-Cola North Americas carbonated 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 of bottled water in the United States, Dole single-servejuices and SoBe, which offers a wide range of drinks with herbal ingredients. Thecompany also makes and markets North Americas best-selling, ready-to-drink iced teasand coffees via joint ventures with Lipton and Starbucks, respectively. PepsiCo, Inc. is one of the worlds largest food and beverage companies. Thecompanys principal businesses include: Frito-Lay snacks Pepsi-Cola beverages Gatorade sports drinks Tropicana juices Quaker Foods
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 Quaker OatsCompany, creating the world’s fifth-largest food and beverage company, with 15 brands– each generating more than $1 billion in annual retail sales. PepsiCo’s success is theresult of superior products, high standards of performance, distinctive competitivestrategies and the high level of integrity of our people. There are many who feel that Pepsi-Cola had the first move advantage in India.Little do they know about 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 entered India inApril 1989 by setting operation in beverages, snacks & agribusiness. At this time Parlehad 70% of the market share of the total soft drink market. Initially it faced some trouble in entering the market due to strong resistance frommost of the domestic soft drink industry and the advocates of “Swadeshi”. The Indianeconomy was not liberalized and proved to be another barrier. Pepsi-Cola removed thesebarriers by: Promising the government to focus considerable selling efforts in the rural area tohelp economic development.“Promising to help boost the expert of agricultural products” Offering to transfer the food processing, packaging & water treatment technologyto India.
9. HISTORY OF PEPSIPepsiCos beverage business was founded in 1898 by a pharmacist named CalebBradham who created a special beverage, a soft drink, in the back 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.Caleb began to advertise his new creation with the theme "Exhilarating, Invigorating,Aids Digestion" and renamed it as "Pepsi-Cola."Caleb Bradham began his cola operation in 1902. The Pepsi Cola Company washeadquartered in the back room of his drug store where he packaged the syrup for sale toother soda fountains. The business increased, and on June 16, 1903, "Pepsi-Cola" wasofficially registered with the US Patent Office.And as a result, Caleb Bradham began to franchise Pepsi-Cola to many independentinvestors. By the end of 1910, Pepsi-Cola was franchised in 24 states.Until World War I, Pepsi-Cola Company achieved 17 years of success and a new themewas introduced, "Drink Pepsi-Cola. It will satisfy you."However, after the war years, Caleb Bradham suffered bankruptcy. As a result, Pepsi-Cola became a subsidiary 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 the world and bringsin an annual revenue of $10 billion.There are 200 plants in the US and Canada, as well as, 530 plants throughout the rest ofthe world, that produces Pepsi-Colas beverages.Since the creation of Pepsi-Cola in 1898, Pepsi-Cola Company has introduced 13beverages that wear the Pepsi-Cola trademark. Five of Pepsi-Colas brand names:Pepsi, Diet Pepsi, Mountain Dew, 7 UP, and Mirinda, each brings in annual revenue inconsumer sales of $1 billion.In 1992, a partnership between Thomas J. Lipton and Pepsi was formed.This partnership produces, markets, and distributes Lipton Brew, Lipton Brisk andLipton Fountain Ice-Tea. And in 1993, Pepsi Max a low calorie cola was created andintroduced only for the international markets. Pepsi Max 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 alternative beverages in the market.There are four alternative beverages that are currently being tested in our market today.Mazagran, a cold sparkling coffee based beverage, Aquafina, bottled water, and a low fatmilk shake called Smooth Moos.The latest beverage was launched on May 22, 1996 in Philadelphia. Pepsi-Kona,a new cola is a combination 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 across the world. Its worldrenowned brands are available in nearly 200 countries and territories.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. One of the largestmultinational investors in the country, PepsiCo has established a business which aims toserve the long term dynamic needs of consumers in India.The group has built an expansive beverage, snack food and exports business and tosupport the operations are the group’s 37 bottling plants in India, of which 16 arecompany owned and 21 are franchisee owned. In addition to this, PepsiCo’s Frito Laysnack division has 3 state of the art plants.PepsiCo’s business is based on its sustainability vision of making tomorrow better thantoday. Our commitment to living by this vision every day is visible in our contribution toour country, consumers, farmers and our people.Providing consumers with balance and choicePepsiCo India’s expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP,Mirinda and Mountain Dew, in addition to low calorie options– Diet Pepsi and 7UpLight, hydrating and nutritional beverages such as Aquafina drinking water, isotonicsports drinks - Gatorade, and 100% natural fruit juices and juice based drinks – Tropicana
12. and Slice. Our local brands – Lehar Everest Soda, Dukes Lemonade and Mangolacomplete our diverse spectrum of brands.PepsiCo’s snack food company, Frito-Lay, is the leader in the branded potato chip marketand was amongst the first companies 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 and roasted snack options enhancethe choices available to the growing health and wellness needs of our consumers. PepsiCo India has 40 bottling plants in India. PepsiCo generates direct employment for more than 4000 people in India and indirect employment for 60,000 people. Sells more than 200 million crates annually PepsiCo generates estimated annual retail sales of U.S$700 million in India. PepsiCos annual exports from India are worth over U.S$60 million. PepsiCo has invested U.S$1.5 million investment to cooperatively develop a comprehensive agro technology program in partnership with the Punjab government to help farmers improve the quality and yield of their crops. PepsiCo supports sea weed cultivation projects in Tamil Nadu which provide members of womens self help groups with sustainable livelihoods.
13. PepsiCo has established zero waste centers and PET recycling supply chains. SLOGANS OF PEPSI1939: "Twice as Much for a Nickel"1950: "More Bounce to the Ounce"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
14. 1969: "Youve Got a Lot to Live, and Pepsis Got a Lot to Give"1975: "Have a Pepsi Day"1977: "Join the Pepsi People (Feeling Free)"1980: "Catch That Pepsi Spirit" David Lucas composer1981: "Pepsis got your taste for life"1983: "Pepsi Now! Take the Challenge!"1984: "Pepsi. The Choice of a New Generation" (Commercial withMichael Jackson, featuring Pepsi version of Billie Jean)1986: "Weve Got The Taste" (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 official about it" (During the Wills WorldCup(Cricket) held in India/Pakistan/Srilanka)1997: "GeneratioNext"." With the Spice Girls "1998: "Yeh Dil Mange More"(In Hindi meaning "My heart wants more")
15. 1999: "Ask for More"/"The Joy of Pepsi-Cola" (Commercial with BritneySpears/Commercial with Mary J. Blige)2003: "Its the Cola"/"Dare for More"2005: "Wild Thing"/"Ask For More" (With Jennifer Lopez & BeyoncéKnowles)2006: "Why You Doggin Me"/"Taste the one thats forever young"Commercial featuring Mary J. Blige2007: "More Happy"/"Taste the one thats forever young" (MichaelAlexander)2008: "Yeh hai Youngistaan Meri Jaan!" (India)2008: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake)
16. PEPSICO BRANDS
17. MISSIONPEPSICO MISSION
18. JAIPURIA GROUPIndian Beverages industry’s size is Rs. 8000 crores and it is dominated by twoplayers viz Pepsi and Coke only. This high profile industry has lot of potential forgrowth as per capita consumption in India is 8 bottles a year as compared to 20bottles in Srilanka ,14 in Pakistan. While 12 b0ttles a person in Nepal.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 the firstFranchisee at Agra.The group manufactures and markets carbonated and Non-carbonated soft drinksand Mineral water under Pepsi Brand. The various flavors and sub brands arePepsi, Mirinda Orange, Mirinda Lemon, Mountain Dew, 7UP, Slice Mango, SliceOrange, Evervess Soda and Aqauafina.
19. It has the licenses to supply beverages in the territories of western UP, part of MP,half of Haryana, whole of Rajsthan, Goa, 3 districts of Maharashtra ,9 districts ofKarnataka, and whole of Nepal. The group has in total 18 bottling plants in Indiaand Nepal and is responsible for producing and marketing 44% of Pepsirequirement in India. R.K.J GROUP • VARUN BEVERAGES LTD- PEPSI • DEVAYANI FOOD INDUSTRIES PVT. LTD-CREAM BELL • COSTA COFFEE • PIZZA HUT • D.P.S. • SAINT MONTAS • K.F.C
20. VARUN BEVERAGE LTD.Varun Beverages Ltd. Was the new start which was born 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 main object of this unit is manufacturing, production, selling, distribution, andbottling of beverages, created water soft drinks etc. Mr. Ravi Kant Jaipuria got bestPepsi Bottler Award in 1998 for the best bottler of the world. The Pepsi award is thehighest honorable award to any franchisee.It can be said with absolute certainty that the RKJ Group has carved out a special nichefor itself. Our services touch different aspects of commercial 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 and leadership in the fields of education, food andbeverages.The business of the company was started in 1991 with a tie-up with Pepsi Foods Limitedto manufacture and market Pepsi brand of beverages in geographically pre-definedterritories in which brand and technical support was provided by the Principals viz., PepsiFoods Limited. The manufacturing facilities were restricted at Agra Plant only.Varun Beverages Ltd. is the flagship company of the group.The group also became the first franchisee for Yum Restaurants International [formerlyPepsiCo Restaurants (India) Private Limited] in India. It has exclusive franchise rights forNorthern & Eastern India. It has total 46 Pizza Hut Restaurants & 1 KFC Restaurantunder its company.We diversified into education by opening our first school in Gurgaon under managementof Delhi Public School Society. The schools of the group are run under a Registered Trustnamely Champa Devi Jaipuria Charitable Trust.
21. Companies are medium sized, professionally managed, unlisted and closely held betweenIndian Promoters and foreign collaborators.The group added another feather to its cap when the prestigious PepsiCo“International Bottler of the Year” award was presented to Mr. R. K. Jaipuria forthe year 1998 at a glittering award ceremony at PepsiCo’s centennial yearcelebrations at Hawaii, USA. The award was presented by Mr. 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 CompanVisionBeing the best in everything we touch and handle.MissionContinuously excel to achieve and maintain leadership position in the chosen businesses;and delight all stakeholders by making economic value additions in all corporatefunctions.Our SuccessProduction of innovative, high quality retail branded beverages combined with world-class packagingDriven by a management team with a relentless focus on achieving superiorcustomer service, driving earnings improvement and increasing shareholder value.Our PeopleAt RKJ we are creating an environment where our employees enjoy a greater degree ofempowerment - both individually and in their work teams.
22. Our employees are equipped with the necessary tools, training and management backupfor strong performance and accountability, as well as with an environment of opencommunication and involvement.
23. ORGANISATION STRUCTURE
24. Chairman CEO Unit Manager TDM ADCCustomer Executive Customer ExecutiveDistributers A,B,C Distributers E,F Route Agents Route Agents Helper Helper
26. PRODUCT PROFILE OF THE COMPANYThere are eight brands of Pepsi-Cola named as follows: Pepsi Mountain Dew Mirinda(Lemon) Mirinda(Orange) Slice Lehar 7-Up Lehar Soda Aquafina WaterThese eight brands differ in taste, flavor and also in their colours
27. PEPSIType ColaManufacturer PepsiCo, Inc.Country of Origin United StatesIntroduced 1903 Coca-ColaRelated products RC ColaPepsi-Cola, commonly called Pepsi, is a cola soft drink produced and manufactured byPepsiCo. It is sold worldwide in stores, restaurants and from vending machines. Thedrink was first made in the 1890s by pharmacist Caleb Bradham. The brand was
28. trademarked on June 16, 1903. There have been many Pepsi variants produced over 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 origin United States Introduced 1964 (nation-wide) Diet Mountain Dew Variants Mountain Dew LiveWire
29. Mountain Dew is a caffeinated, sweet, citrus-flavored soft drink produced byPepsiCo, Inc. It was invented in Marion, Virginia and first marketed in Knoxville,Tennessee in 1948, then by the Minges family in Fayetteville, North Carolina and across the United States in 1964. When removed from its characteristic green bottle,Mountain Dew is bright yellow-green and semi-opaque.
30. Aquafina Type Water Beverage Manufacturer PepsiCo, Inc. Country of origin United States Introduced 1994Aquafina is a popular brand of bottled water. It was first distributed in Wichita, Kansasin 1994, and was distributed across the United States , Canada , Turkey and Vietnam by1997. As of 2003, it had become the United States top-selling bottled water brand inmeasured retail channels.
31. The water is standard tap water but goes through an extensive purification process thatincludes 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 bottles
32. Slice Type Flavored soft drink Manufacturer PepsiCo, Inc.Country of origin USA Introduced 1984Related products Sierra Mist, Sprite, Fanta, TeemSlice is a line of fruit-flavored soft drinks manufactured by PepsiCo and introduced in1984, with the Lemon-Lime and Mandarin Orange flavors
33. MirindaMirinda is a brand of soft drink available in fruit varieties including orange, grapefruit,apple, strawberry, pineapple, banana, and grape flavors. It is part of a beverage area oftenreferred to as the flavor segment, comprising carbonated and non-carbonated fruit-flavored beverages. The orange flavor of Mirinda represents the majority of Mirinda salesworldwide.
34. Lehar Soda:- This is a soda drink. It has no colour and no flavour. It isgenerally used with alcohol and used by adults.
35. OBJECTIVE1. To know the consumer perceptions about Pepsi-product2. To analyze those product which constitute the bulk of the overall demand of the Products3. To analyze those period which are profitable and could generate revenue for 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 on Increase The Sale of Pepsi..
36. RESEARCH METHEDOLOGYResearch is a planned and systematic investigation and analysis of factual data to check,verify or disapprove guesses, clues, assumption. It supplements the existing body ofknowledge and widens the frontiers of understanding.Edwin.b.flippo defines research as “systematic and purposive investigation of facts withthe object of determining cause and effect relationships among such facts”.Method is the scientific way of doing things to achieve the desired result. In thisparticular study, the researcher has followed the scientific steps as enumerated below: SELECTION OF THE TOPICResearch on How to increase the sale of Pepsi is a tool utilized to identify how theconsumer buy and in what situation they buy and ratio of the people who buy Theseactivities should be provided to the employees to improve their Retailer. In order to get aconstructive outcome, the focus should be placed on needs as opposed to desires of theconsumer. SCOPE OF STUDY:As the researcher was placed in VARUN BEVERAGE.LTD, NOIDA for undertakingresearch as a requirement of the partial fulfillment for the award of the Master inMarketing Management, the universe of the study is limited to NOIDA region..
37. OBJECTIVE OF STUDY:The main objective/aim of the study is to assess the how to increase the sell of PEPSI. METHOD OF STUDY:The entire survey was planned with a view to collect data and provides feedback toVARUN BEVERAGE LTD., NOIDA about its household distribution of pepsi. For that purpose, household distribution of pepsi questionnaire which is developedby me with the help of my internal guide and my training officer of PEPSICO. About ten questionnaires were administered to the Retailer by the researcher. Anyconfusion regarding the questionnaire was promptly attended to by the researcher. 09questionnaires were returned to the researcher. The collection of data took a little overone week. SAMPLING:The universe was NOIDA All retailers were the respondents in the present study. Thequestionnaires were administered none randomly to the various Retailer. TOOLS OF STUDY
38. The study based on information given by Retailers. This is done with the interviewingdifferent personnel’s discussion getting information from the document and files .Theprimary preparation is from the different books. SOURCES OF INFORMATIONIn order to get a proper flow of informational list has drawn as to from where to getsufficient and authentic information on the subject.For the present study, following are the sources for the study. PRIMARY SOURCES Personal interview Observation Personal discussion and interaction SECONDARY SOURCES Annual report Files/ document Manual of the organization Books & Project reportsOn the basis of this, a training programme was designed in order to train the front lineexecutives and Managerial staff in order to improve their competencies and therebyimprove production.
39. DEFINATIONResearch is a careful investigation or inquiry especially through search fornew facts in any branch of knowledge. Research is done with the help ofstudy, observation, comparison and experiment. It is a scientific andsystematic search for pertinent information on a specific topic.There is a topic, How to increase the 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 the sale of Pepsiis purely a “Descriptive Research”. This kind of Research includessurveys and fact finding enquiries of different kinds. RESEARCH DESIGN
40. The survey was conducted for the Varun Beverage .Ltd RESEACH PROCEDURE 1. First of all, a list of competencies, for the Retailer as well as the Consumers was prepared, which would be grounds for assessing them. 2. Then, questionnaires were prepared, one for Retailers. 3. At NOIDA various Shop are there Grocery shop, Retail Outlet, Shopping mall etc. 4. Here the Retailer were interviewed and then the questionnaires were filled by them. 5. After filled the questionnaires by the all Retailer, we collected the questionnaires paper by self. 6. 360 techniques were used for assessing the all Retailers
41. 7. The collected data was analyzed and concluded were drawn accordingly. This was all done in excel sheets and word pad wherein the conclusions have been supplemented with pictorial representations. SAMPLE DESIGNThis survey was conducted at NOIDA which are a part of Varun Beverage.Universe: -NOIDASampling Unit: -Retailer, Shopping Mall, Grocery Shops at NOIDA,Sampling Size: -Retailer:- 120Primary Data: -Primary Data which gave the researcher a base for framing the Questionnaires, whichthen highlighted all the important aspects for consideration.Primary data was collected in form of questionnaires with interview.
42. Questionnaires: -Questionnaires were the main instrument regarding primary data collection.A copy of questionnaires has been enclosed in the Annexure.In additional to the questionnaires method, data was also collected byinterviewing the respondents face-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 data collection 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 RETAILERS Pepsi-products 24 Coca-cola products 12 Both 84
44. 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. Which flavor 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 RETAILERS Pepsi 20% 12% Mirinda Lemon Mirinda 11%
45. 7-up 10% Mountain Dew 15% E. Soda 10% Slice 22% 20% 22% SLICE DEW MIRINDA10% LEMON MIRINDA 7 UP 15% SODA 10% PEPSI 11% 12%
46. 3.Are all flavor of Pepsi available during summer? a. Yes b. No ALTERNATIVE NUMBER OF RETAILERS Yes 78 No 42
47. Are all flavor of Pepsi available during summer? 14 NUMBER OF RETAILERS 12 10 8 Series1 6 4 2 0 Yes No ALTERNATIVE4. Which company’s cooling machine is being used by the retailer? a Pepsi b Coca-Cola c. Self ownedALTERNATIVE NUMBER OF RETAILERS
48. Pepsi 72Coca-Cola 12Self owned 84
49. Which company’s cooling machine is being used by the retailer? 14NUMBER OF RETAILERS 12 10 8 Series1 6 4 2 0 1 2 3 ALTERNATIVE
50. 5.What type of cold drink does a consumer preferred most? a. Pepsi product b. Coca-Cola product c. BothALTERNATIVE NUMBER OF RETAILERSPepsi product 48Coca-Cola product 30Both 60 12 Series2, Both , 10 10 Series2, Pepsi product , 8 8 Series2, Coca-Cola Series1 6 product , 5 Series2 4 2 0 Pepsi product Coca-Cola product Both
51. 5.How much you satisfied with the Pepsi product? a. Fully satisfied b. Partially satisfied c. Not at allALTERNATIVE NUMBER OF RETAILERSFully satisfied 54Partially 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 ALTERNATIVE
52. 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-15th May 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. NoALTERNATIVE NUMBER OF RETAILERS Yes 120 No 0 Would you like to deal with company in future? 25 NUMBER OF RETAILERS 20 15 Series1 10 5 0 Yes No ALTERNATIVE
54. Observation and Findings As we know that every businessman does the business to attain maximum profit in lessexpenditure and good relation with his consumer .As I have gone through the survey andobserve that , there are two types of distribution channel –company territory office –wholesaler- retailer and franchise and due to that retailer have to face various problem asprice differences because at some places retailer get the cold drink at different ratewhereas at some places they have to play more 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 channel the 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 they usually ask for the pepsico –productSlice,Mirinda,Diet-Pepsi,7up,Mountain Dew, but due to unavailability they have to sellthe product of other company.According to survey it has been observed that retailer who is in the direct contact with theconsumer every thing about the taste and flavor of the consumer. It has also been seenthat because of healthy relation of retailer with consumers the can sell any other productas the substitute when consumer demands for the cold drinks.When a good relation is formed between the two then automatically faith and trust alsoarises between them. Hence the consumer most of the time take the suggestion of theretailer regarding the product which is being in demands as well as about its quality . Atthe same time a retailer can suggest to the consumer for consumption of new productaccording to his desire and as he knows that the consumer is not going to refuse hisproposal due to healthy relation.Soa customer can sell any kind of product to any of hispermanent consumer,whether the product is old are recently introduce in the market.Whereas in case of temporary consumer the retailer can not pressurize him for any otherproduct apart from his demanded product but he can try and convince the consumer touse the another product which is of same kind and taste and is the substitute thatdemanded product. Most of the time retailer changes the view and choice of theconsumerBy his convincing power and his sweet behavior .This is era of competition and we know very well that PEPSI has only one competitorAnd that is COCA-COLA. Hence various measures have to be taken to raise the marketand sell of the product.As every knows that the product is sold by the last channel of the distribution to theultimate user of the product that is consumer.Hence it is the responsibility of the upperdistribution channel those who work for the particular company to provide all the facility
55. And offer to the retailer who sell their product because that last channel pr the seller isnot bound to sell a particular product but he is free to say any product which gives himprofit.Although the upper level of distribution channel know that lower level retailers havedirect contact and relation with the ultimate consumer at the same time he is very wellAware of the taste and demand of the consumer than in spite of to make retailer angryThe upper level tries and does a lot for the shake of sell of his product by the lower levelof retailer’s he know that he can sell any other substitute to his consumer for any productand as COCA-COLA the biggest competitor of PEPSI product and they are giving a lotschemes and offers to the lower level of retailer so as to force them to sell their product.by knowing that the sell can be raised by the willingness of the lower level of retailer asthey are only who directly interact with the consumer.According to survey PEPSI product is having a large no. of consumers and retailer andalso want to sell Pepsi product but because of various common problem likeunavailability of cooling equipment, offers, discount, glow signboard and many otherthings. They become angry and hence they don’t want to keep their product and try to sellother companies product.
56. LimitationEach and every works has its own limitation .In my study some limitation are there as- 1. The sample size is 20 . The all observation has been drawn on the basis of these 20retailers.2. Sometimes retailers have not given answer properly because they were doing anotherwork due to their business. At sometime they are free but they show reluctance.3. Sometimes retailers have not clear and exact data about how 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 it universal.5. Sampling has been done on the basis of random sampling and some time randomsampling does not give proper representative. CONCLUSION
57. PepsiCo India . is one of the reputed companies amongst various cold drink Industry.PepsiCo is having different product with its product line.Pepsi has acquired a big 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 is also having different competitors. In India Pepsi is havingonly one competitor that is coca-cola.As we know in summer season demand of cold drink raised but in some cases it is unableto provide all flavors to its retailers. The quality of product is different in differentcountries.Pepsi doesn’t facilitate credit facility to its customer whereas customers have to providecredit facilities to its consumer so as to increase his selling and to maintain relation.Now, the President and CEO of Pepsi Indira Nooyi have announced that there will be onequality for Pepsi all over and there will a symbol on all product of the Pepsi. This willhelp in increase the sale of Pepsi Product.Despite of 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 the company are a very good company and one of the leading and growingcompanies in India. SUGGESTIONS BY RETAILER
58. Its is suggested by most of the retailers that the small pack of Pepsi should be available (150 ml/Rs 5). It is easy to sell in the colonies. Available the brands when it is needed by the customers. Available the flavors in the peak season when it is demanded. Competitive Prices should be there. More Offers should be given on big pack (1.5L, 2 L). Offer should be given or contest should be played. Delicacy Problem should be removed. Attractive packing of the product. Incease in Profit and scheme for the retailers. Launch more product and Product Line MY POINT OF VIEW To increase the sale of Pepsi product company should offer discount on family pack.
59. Pepsi should do collaborative marketing with some companies which are playing major role in house hold distribution. Pepsi should hire housewives to advertise cold drink. Pepsi should Introduce tetra packs (150 ml/Rs 5). Pepsi should introduce some more Flavors of its Product. Pepsi should give some tattoos to attract children (age group 5 to 13). Pepsi should introduce “PEPSI CLUB” for Women for social gathering. AppendiX Sample Question1. Name of outlet2. What is the type of outlet?
60. a. Grocery Store b. Convenient Store c. Eateries Store3. What type of cold drink you sale Pepsi or Coca-Cola ? a. Pepsi product b. Coca-Cola c. Both4. Which flavor of 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 available during summer? c. Yes d. No6. Which company’s cooling machine is being used by the retailer? a. Pepsi b. Coca-Cola c. Self owned7. What type of cold drink does a consumer preferred most? a. Pepsi product b. Coca-Cola product c. Both8. How much you satisfied with the Pepsi product?
61. a. Fully satisfied b. Partially satisfied c. Not at all9. In which month sales of the cold drink is very high? a. 15th April-15th May b. 15th May-15th June10. Would you like to deal with company in future? a. Yes b. No BIBLIOGRAPHY Name of the books used for the reference and their authors. 1. Principles of Marketing - Kotler Philip 1. Research Methodology - Kothari C.R. 2. Market Research - Sharma D.D.