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Marketing Management Group 6Bachelors Of Business Administration-3rdSemesterProf. V. B. Shah Institute of ManagementMarketing managementTopicComparision of marketing mix ofBalaji co. pvt. Ltd. with Pepsico pvt. Ltd.companySubmitted to: Guatam DuaSubmitted by:218 Kosiya Dhaval227 Patel Urvashi232 Prajapati Hinal234 Rabadiya Archana253 Savaj Monika256 Seladiya Heena
Marketing Management Group 6Bachelors Of Business Administration-3rdSemesterTable of ContentSr. no. Name Of Content Page No.1 Marketing Mix 12 Balaji Pvt. Ltd. 23 Pepsico Pvt. Ltd. 74 Comparison 145 Bibliography 15
Marketing Management Group 6Bachelors Of Business Administration-3rdSemester1
Marketing Management Group 6Bachelors Of Business Administration-3rdSemesterBalaji pvt.ltd.IntroductionBalaji wafers is private limited company. It was established in 1981 Rajkot withhelp of the capital & resource. And then in the year 1981-1982 they started thebalaji wafers limited. In the modern competitive area, BALAJI WAFERS Pvt. LTDhas made very good progress. It has a golden history in world of food items. Forpreparation of Market Research Report, it should be necessary to understandsuch type of general matters of the org. these type of general matters areconsidered in the section of “General information”. If the such types of generalmatters are not contained in the preparation of industrial report will beincomplete & it was not provide perfect knowledge of organizations. BALAJIWAFERS PVT LTD produces readymade food items. Nowadays peopleare fond of eating readymade food items and “BALAJI” name is verypopular & well – known in Saurashtra & Gujarat of the people chooseBalaji items produces many types of food items like, potato wafers,banana wafers, mug dal, frari chewdo, ratlami sev,shing, chatakapataka, gathiya etc all this items 100% pure & vegetarian. The “BALAJI WAFERSPVT.LTD is located at vajdi Kalawad Road, Tal, Lodhika, Dist, Rajkot–3. The main product of Balaji Wafer is p otato wafer, which brandname is “BALAJI”.MARKETING MIXThere are 4ps of marketing mix:1. Product2. Price3. Promotion4. Place (Distribution)
Marketing Management Group 6Bachelors Of Business Administration-3rdSemester2PRODUCTSr. no. Name of the product Varity of product Availability in size1 Potato wafer Simple & spice 40gm, 80gm, 200gm,90gm2 Banana wafer With paper &condiment40gm, 90gm3 Farali chevdo-40 Gm, 90 Gm,1Kg,2.5 Kg4 Ratlami sev-100gm, 200gm, 1kg5 Sing bhujiya-100gm, 200gm6 Mung dal-100gm, 200gm, 1kg7 Chana dal-100gm, 200gm8 Vatana-100gm, 200gm, 1kg9 Sing-Small pouch, 40gm,100gm10 Thika - Mitha Mix-40gm, 90gm, 200gm,1kg
Marketing Management Group 6Bachelors Of Business Administration-3rdSemester3PRICEProduct Name Available PricesPotato Masala wafers 5Rs. 10Rs.Aloo Sev 2Rs. 5Rs. 8Rs. 10Rs.Mung Dal 2Rs. 5Rs. 8Rs. 10Rs.Ratlami Sev 2Rs. 5Rs. 10Rs.Sing Bhujia 2Rs. 5Rs. 10Rs.Chataka Pataka 5Rs. 10Rs.Salted Wafers 5Rs. 10Rs.Banana Mari 5Rs. 10Rs.Farali Chevado 10Rs. 18Rs.Chana Dal 5Rs. 10Rs.Katha mitha mix 5Rs. 10Rs.Tikha mitha mix 5Rs. 10Rs.Tomato masti 5Rs. 10Rs.Masala Sing 8Rs.Ganthiya 10Rs. 15Rs.Vatana 5Rs. 10Rs.Chat chaska 5Rs. 10Rs.Banana Masala 5Rs. 10Rs.
Marketing Management Group 6Bachelors Of Business Administration-3rdSemester43. PLACEIt has a strong marketing network in Gujarat. Balaji wafers, a brand thatcommands a 70% market share in Gujarat, with another 10%, 15%, and 5% in thestates of Rajasthan, Maharashtra and Madya Pradesh respectively.4.PromotionADVERSTISEMENTAdvertising is the most important means for promoting sales of the product. Byadvertising people can know about the quality and price of theproduct. Advertisement attracts the customers towards product. Bythat way the sale of the product is increased. Advertisement bombards on themind of customers. For the advertisement of its products “balaji wafers pvt. ltd.”Keep Its medium through, television, radio, spon soring the serials and magazines.CompetitorsBalaji wafers as in the healthy competitors are as follow:-Samrat namkeenReal wafersAtop namkeenHaldiram namkeenLaysDISTRUBTION NETWORKThe wheel of network is devised under the ideal distribution channel network.That ensures to supply fresh product in any corner of Gujarat within 24 hours.You can have Balaji snacks in every 100 meters of are in Gujarat. At balaji isnot just distribution but it is an euphemistic effort of team work.
Marketing Management Group 6Bachelors Of Business Administration-3rdSemester5RecommendationsCompany should provide better service to the storekeeper for more salesBalaji wafers should produce health related food products because offuture demand and people becoming more health conscious.Company should give replacement guarantee for sales increase. Marketshare of the product is not good so gives more advertisement.6
Marketing Management Group 6Bachelors Of Business Administration-3rdSemesterPEPSICO PVT.LTD.COMPANY OVERVIEWIn 1965 Herman W. Lay of the Frito-Lay Company and Donald Kendall of Pepsi-Cola formed PepsiCo. In 1986 operations were combined under PepsiCoWorldwide Foods and PepsiCo Worldwide Beverages.PepsiCo entered India in 1989 and in a short period of 20 years has grown into thelargest and one of the fastest growing food & beverage business in the country.PepsiCo India’s growth has been guided by PepsiCo’s global vision of“Performance with Purpose”. This means that while businesses maximizeshareholder value, they have a responsibility to all the stakeholders including thecommunities in which they operate, the consumers they serve and theenvironment whose resources they use.PepsiCo Inc. is an American multinational corporation headquarteredin Purchase, Harrison, New York, United States, with interests in themanufacturing, marketing and distribution of grain-based snack foods, beverages,and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since expanded from its name sakeproduct Pepsi to a broader range of food and beverage brands, the largest ofwhich include an acquisition of Tropicana in 1998 and a merger with QuakerOats in 2001 – which added the Gatorade brand to its portfolio as well.PepsiCo is the second largest food & beverage business in the world. Within NorthAmerica, PepsiCo is ranked (by net revenue) as the largest food and beveragebusiness. PepsiCo brands are among the best known and most respected in theworld and are available in about 190 countries.7
Marketing Management Group 6Bachelors Of Business Administration-3rdSemesterProductThis carbonated soft drink was invented in 1898 CalebBradham as ‘Brad’s Drink’. It was later renamed to‘Pepsi Cola’ in 1903.Mountain Dew is a citrus-flavored carbonated soft drink.It was invented by two beverage bottlers Barney and AllyHartman in the 1940s. The brand’s production rights wereobtained by PepsiCo in 1964.‘Lay’s’ is the brand name for a variety of potato chips. Thebrand was introduced in 1932 by Frito Lay, a company that isnow owned by PepsiCo.8
Marketing Management Group 6Bachelors Of Business Administration-3rdSemesterGatorade is a brand of sport-related foods and beveragesincluding sport drinks, protein beverages and nutrition bars. Itreplenishes fluids, carbohydrates and electrolytes which aredivested from the body during physical exercise. It was firstdeveloped in 1965 at the University of Florida and is hencenamed after the university’s sports team, the Gators.Introduced as a variant of Pepsi Cola in 1964, Diet Pepsi isa sugar-free, no-calorie carbonated soft drink. Its biggestmarket is the United States.Tropicana Products is an Illinois-based American juicecompany that was founded in 1947 by Anthony T. Rossyin Florida. It was bought by PepsiCo in 1998.7 Up is a lemon-lime flavored, non-caffeinated carbonated softdrink the rights to which are a held by Dr Pepper Snapple Groupin the United States and PepsiCo in the rest of the world. It wascreated by Charles Leiper Grigg in 1929. It was popular as amedicine during the early 20th century.Doritos is a brand of seasoned, tortilla chips created by ArchWest. It was introduced in 1964 by Frito Lay, Inc which wasbought by PepsiCo one year later.9
Marketing Management Group 6Bachelors Of Business Administration-3rdSemesterLipton is a brand of tea produced by PepsiCo in partnershipwith Unilever. It was invented by Sir Thomas Lipton towards theend of the 19th century.Quaker Oats is an American food corporation which was foundedin 1901 by the merger of four oat mills. It was bought by PepsiCoin 2001 and currently produces breakfast cereals and other oat-based food products.CompetitionThe Coca-Cola Company has historically been considered PepsiCo’s primarycompetitor in the beverage market. In 2009, the Coca-Cola Company held ahigher market share in carbonated soft drink sales within the U.S. In the sameyear, PepsiCo maintained a higher share of the U.S. refreshment beveragemarket, however, reflecting the differences in product lines between the twocompanies. As a result of mergers, acquisitions and partnerships pursued byPepsiCo in the 1990s and 2000s, its business has shifted to include a broaderproduct base, including foods, snacks and beverages. Beverages accounted forless than 50 percent of its total revenue in 2009. In the same year, slightly morethan 60 percent of PepsiCos beverage sales came from its primary non-carbonated brands, namely Gatorade and Tropicana.PepsiCos Frito-Lay and Quaker Oats brands hold a significant share of the U.S.snack food market, accounting for approximately 39 percent of U.S. snack foodsales in 2009. One of PepsiCos primary competitors in the snack food marketoverall is Kraft Foods, which in the same year held 11 percent of the U.S. snackmarket share.10
Marketing Management Group 6Bachelors Of Business Administration-3rdSemesterPRICEExpenses related to transportation, ingredients and labor continue topressure the beverage industry toward price increases.PepsiCo’s drink pricing strategies may be heavily influenced by its workingrelationship with Wal-Mart whose low price themes put pressure onPepsiCo to hold down prices.The company strives to cut or maintain current prices by cutting overheadand re-engineering the manufacturing process.PepsiCo is expanding its use of inexpensive and recyclable plastic bottles;nevertheless the company has instituted some price increases in recentyears, specifically in its overseas markets such as New Delhi and Dubai.PLACEPepsiCo is primarily a US based company with approximately 52% of itsrevenues located in the states.PepsiCo is in the midst of making a $1,000 million investment in china, anda $500 million investment in India. Both initiatives are part of its expansioninto international markets and a lessening of its dependence on US sales.In addition the company plans on major capital initiatives in Brazil andMexico.The company is also acquiring Russia’s leading juice company,Lebedyansky, and V Water located in the United Kingdom.Areas of businessThe structure of PepsiCos global operations has shifted multiple times in itshistory as a result of international expansion, and as of 2010 it is separated intofour main divisions: PepsiCo Americas Foods, PepsiCo AmericasBeverages, PepsiCo Europe, and PepsiCo Asia, Middle East and Africa. As of 2009,71 percent of the company’s net revenues came from North and South America,16 percent from Europe and 13 percent from Asia, the Middle East andAfrica. Approximately 285,000 people are employed by PepsiCo worldwide as of2010.11
Marketing Management Group 6Bachelors Of Business Administration-3rdSemesterHeadquarter, NewyorkPROMOTIONPepsiCo instituted also called Pepsi stuff promotion whereby customerscould accumulate Pepsi Points from buying various products these pointscould be used to by other products, most recently AmazonMP3.In 2008 PepsiCo employed Tiger Woods to promote a Gatorade brandcalled Gatorade Tiger.PepsiCo continues is promotional association with the NFL and the SuperBowl specifically marketing Pepsi and Doritos.In 2009 Pepsi launched its “Pepsi Throwback” campaigned offering a drinkwith the sugar content of its original product.PepsiCo promote its product with the help of Advertising. Pepsicoadvertise through various channels i.e. News papers and magazines,banners, TV channels, Internet etc.12
Marketing Management Group 6Bachelors Of Business Administration-3rdSemesterIt was hot summer of Chennai which made me realize of this unique pricingstrategy of Cola Companies. It was few years back when these companiescome up with the concept of “Chota Pepsi” or “Coke” for that matter. Theyoffered consumers 150 ml of soft-drink for Rs.5. It was well accepted byconsumers who were use to drink 300 ml. At this point of time both 150 mland 300 ml (for Rs. 9) were available in the market.Then after some time they increased the volume and price of small bottlesto 200 ml and Rs. 7, though 300 ml was at same price.Finally, these companies are now selling same “Chota Pepsi” or “SmallCoke” at the price of “Bada” i.e. Rs. 9. And we without realizing this havehappily accepted this. And the price of pet jar i.e. 500 ml has just increasedfrom Rs. 18 to Rs. 20, where as the prices of 1.5 liters and 2 liters have beendecreasing or is mostly with some offer like free my can or something. 300ml bottles have almost vanished from the market now.Hats Off to the pricing strategy of the Cola Companies who have beensuccessfully able to sell 66% of the product at the cost of 100% almost in aphased manner and making consumer habitual and unaware of theincreased price.13
Marketing Management Group 6Bachelors Of Business Administration-3rdSemesterComparisonPOINTS BALAJI PEPSICOWhen Started? Balaji started in 1981-82in Gujarat.PepsiCo is formed in 1965at America and it enteredIndia in 1989.product Its product is available inGujarat and some otherstates.Its product is available inall over the world.Price Its price low than theother product of PepsiCo.Its price is higher thanthan the Balaji.Place Its product is available atany corner of the Gujarat.Its product is worldwide.Advertisement It not give any advertiseto promote its product inother countries.It promotes its productwith the help ofadvertisement in all overthe world.Market Share Balaji has high marketshare in India especially inGujarat.PepsiCo has high marketshare in all over theworld.Profit Margin Its profit margin is high inthe Gujarat and thatshows strong pricingpolicy.Its profit margin is highthan the Balaji because itis international Company14
Marketing Management Group 6Bachelors Of Business Administration-3rdSemesterBIBLIOGRAPHY1. WWW.BALAJIWAFERS.COM2. WWW.PEPSICOINDIA.COM15