1. A Summer TrainingA Summer Training
Project Report onProject Report on
““A Consumer decision analysis for the purchase ofA Consumer decision analysis for the purchase of
PEPSICO Refreshment beverages and the problemPEPSICO Refreshment beverages and the problem
identification of PEPSICO Visi Coolers in theidentification of PEPSICO Visi Coolers in the
Nainital District of Uttarakhand (India)”Nainital District of Uttarakhand (India)”
Presented By:Presented By: NIMISH PANTNIMISH PANT
ROLL NO 10ROLL NO 10
PGDM (BATCH: 2010-PGDM (BATCH: 2010-

2. INTRODUCTION
Fast Moving Consumer Goods (FMCG), are products that are soldFast Moving Consumer Goods (FMCG), are products that are sold
quickly at relatively low cost. Though the absolute profit madequickly at relatively low cost. Though the absolute profit made
on FMCG products is relatively small, they generally sell in largeon FMCG products is relatively small, they generally sell in large
quantities, so the cumulative profit on such products can bequantities, so the cumulative profit on such products can be
large.large.
FMCG industry, alternatively called as CPG (Consumer packagedFMCG industry, alternatively called as CPG (Consumer packaged
goods) industry primarily deals with the production, distributiongoods) industry primarily deals with the production, distribution
and marketing of consumer packaged goods.and marketing of consumer packaged goods.
The Fast Moving Consumer Goods (FMCG) are thoseThe Fast Moving Consumer Goods (FMCG) are those
consumables which are normally consumed by the consumers atconsumables which are normally consumed by the consumers at
a regular interval. Some of the prime activities of FMCG industrya regular interval. Some of the prime activities of FMCG industry
are selling, marketing, financing, purchasing, etc. The industryare selling, marketing, financing, purchasing, etc. The industry
also engaged in operations, supply chain, production andalso engaged in operations, supply chain, production and
general management.general management.

3. CompanyCompany ProfileProfile
• Caleb Bradham:Caleb Bradham: Inventor of Pepsi Cola and former President ofInventor of Pepsi Cola and former President of
PEPSICOPEPSICO
• June 16, 1903:June 16, 1903: First Pepsi Cola Trademark wasFirst Pepsi Cola Trademark was registeredregistered
• Founders:Founders: Donald M. Kendall, Herman W. LayDonald M. Kendall, Herman W. Lay
• Founded at Delaware in June 8, 1965Founded at Delaware in June 8, 1965
• Reincorporated in North Carolina in 1986Reincorporated in North Carolina in 1986
• Divisions:Divisions: PEPSICO Americas Foods, PEPSICO AmericasPEPSICO Americas Foods, PEPSICO Americas
beverages, PEPSICO Europe, PEPSICO Asia,beverages, PEPSICO Europe, PEPSICO Asia,
PEPSICO Middle East and Africa.PEPSICO Middle East and Africa.
• Employees till year 2010:Employees till year 2010: 2, 94,000 worldwide2, 94,000 worldwide
• Category:Category: PublicPublic
• Founded:Founded: 1965 at New York1965 at New York

4. BUSINESSBUSINESS
• PepsiCo's food and beverage products are available globally through aPepsiCo's food and beverage products are available globally through a
variety of go-to-market systems, including direct store delivery (DSD),variety of go-to-market systems, including direct store delivery (DSD),
broker-warehouse, and food service and vending.broker-warehouse, and food service and vending.
BRANDSBRANDS
• PepsiCo has hundreds of brands around the world. These are some ofPepsiCo has hundreds of brands around the world. These are some of
the more popular ones: Pepsi-Cola, Diet Pepsi, Mountain Dew, Miranda,the more popular ones: Pepsi-Cola, Diet Pepsi, Mountain Dew, Miranda,
7UP, Lay's, Ruffles, Doritos, Fritos, Funyuns, Go Snacks, Sunchips and7UP, Lay's, Ruffles, Doritos, Fritos, Funyuns, Go Snacks, Sunchips and
Cracker Jack.Cracker Jack.
LOCATIONLOCATION
• PepsiCo World Headquarters is located in Purchase, New York,PepsiCo World Headquarters is located in Purchase, New York,
approximately 45 minutes from New York City. PepsiCo brands areapproximately 45 minutes from New York City. PepsiCo brands are
available in nearly 200 countries.available in nearly 200 countries.

5. Following are the models available in visi coolers of pepsi:Following are the models available in visi coolers of pepsi:
• 220 litre220 litre 280 litre280 litre 340 litre340 litre 350 litre350 litre
• 575 litre575 litre 400 litre400 litre 800 litre800 litre
• 1200 litre double door sliding visi cooler1200 litre double door sliding visi cooler
Following are the companies from which pepsi have tie upFollowing are the companies from which pepsi have tie up
for visi cooler manufacturing:for visi cooler manufacturing:
• EVERESTEVEREST
• VOLTASVOLTAS
• CAREERCAREER

6. OBJECTIVESOBJECTIVES
The main objective of the study was to analyze the currentThe main objective of the study was to analyze the current
trend analysis of the market and to identify the upcomingtrend analysis of the market and to identify the upcoming
requirements of the consumers including the retailer’srequirements of the consumers including the retailer’s
problems in Nainital District. Along with the sub objective ofproblems in Nainital District. Along with the sub objective of
this study are:this study are:
• To find out in how many outlets there is only PepsiCo visi-To find out in how many outlets there is only PepsiCo visi-
cooler.cooler.
• To find out how many outlets sells only PepsiCo product.To find out how many outlets sells only PepsiCo product.
• Which company product is more in the outlets?Which company product is more in the outlets?
• To find out which company visi cooler are more pure.To find out which company visi cooler are more pure.
• Visi -cooler charging and purity.Visi -cooler charging and purity.

7. RESEARCH METHODOLOGYRESEARCH METHODOLOGY
Define the problemDefine the problem
• A. The study is about finding the purchase process of consumer towardA. The study is about finding the purchase process of consumer toward
Refreshment beveragesRefreshment beverages and howand how PEPSICO Visi CoolersPEPSICO Visi Coolers can influencecan influence
them to purchase pepsi products only.them to purchase pepsi products only.
• B. Target population & Sampling frame (The list of quality service)
• C. Sampling method
• Locations covered:Locations covered: Nainital District of Uttarakhand-Haldwani,Nainital District of Uttarakhand-Haldwani,
Bhimtal, Bhowali, Jyolikot, Nainital, Lalkuan, Ramnagar, Kaladhungi andBhimtal, Bhowali, Jyolikot, Nainital, Lalkuan, Ramnagar, Kaladhungi and
Lamachaur.Lamachaur.
• These were the nine cities and towns where I have analyzed the currentThese were the nine cities and towns where I have analyzed the current
trend regarding the PEPSICO Visi Coolers from retailers.trend regarding the PEPSICO Visi Coolers from retailers.
• The consumer decision analysis for purchase of PEPSICO products I haveThe consumer decision analysis for purchase of PEPSICO products I have
analyzed in Nainital District: Major cities covered: Haldwani andanalyzed in Nainital District: Major cities covered: Haldwani and
Nainital.Nainital.

8. Data AnalysisData Analysis
• Out of 100 retailers 100 said that availability and technicalOut of 100 retailers 100 said that availability and technical
convenience is very important in case of visi coolers.convenience is very important in case of visi coolers.
• Out of 100 retailers only 8 said thatOut of 100 retailers only 8 said that
advertisement/awareness regarding the visi coolers isadvertisement/awareness regarding the visi coolers is
important and 92 said that advertisements/awareness areimportant and 92 said that advertisements/awareness are
very important. etc.very important. etc.

9. Ratio of the consumers on the six factor basis out of 100Ratio of the consumers on the six factor basis out of 100
samples:samples:
• Out of 100 consumers 3 consumers strongly disagree toOut of 100 consumers 3 consumers strongly disagree to
purchase PepsiCo beverages on special occasions,while1 waspurchase PepsiCo beverages on special occasions,while1 was
only disagree,21 were neither agree nor disagree,55 wereonly disagree,21 were neither agree nor disagree,55 were
agree and 20 were strongly agree.agree and 20 were strongly agree.
• Out of 100 consumers 8 consumers were strongly disagree toOut of 100 consumers 8 consumers were strongly disagree to
consume PepsiCo beverages on the basis of energetic level,consume PepsiCo beverages on the basis of energetic level,
while 65 were disagree,19 were neither agree nor disagree,6while 65 were disagree,19 were neither agree nor disagree,6
were agree and 2 were strongly agree.were agree and 2 were strongly agree.

12. FindingsFindings
• Company product NIMBOOZ is very popular in HALDWANI.Company product NIMBOOZ is very popular in HALDWANI.
• PEPSI is providing more schemes to the retailer as compare to Coco-cola.PEPSI is providing more schemes to the retailer as compare to Coco-cola.
• Competition with coco-cola and local juice counters.Competition with coco-cola and local juice counters.
• Untimely distribution of product in few routes.Untimely distribution of product in few routes.
• Coco-cola has provided on an average bigger visi-cooler to retailer as compare to theCoco-cola has provided on an average bigger visi-cooler to retailer as compare to the
Pepsi.Pepsi.
• Coco-cola visi-coolers are more pure as compare to Pepsi visi-cooler.Coco-cola visi-coolers are more pure as compare to Pepsi visi-cooler.
• Found some dead or useless cooler of company.Found some dead or useless cooler of company.
• Found so many outlets which want company’s double door visi-cooler and deepFound so many outlets which want company’s double door visi-cooler and deep
fridge.fridge.
• Found so many outlets which do not have company visi-cooler but there name areFound so many outlets which do not have company visi-cooler but there name are
also in the list.also in the list.
• There is communication gap in distribution channel so the retailers were not gettingThere is communication gap in distribution channel so the retailers were not getting
advantage of discounting and trade scheme.advantage of discounting and trade scheme.
• Distributor salesmen are not well trained.Distributor salesmen are not well trained.
• Shortage of manpower in Haldwani.Shortage of manpower in Haldwani.

13. SuggestionsSuggestions
• Company should ensure its product availability in the market and on self byCompany should ensure its product availability in the market and on self by
accurately demand forecasting. Because product availability builds brand andaccurately demand forecasting. Because product availability builds brand and
store loyalty, which increase RIM selling.store loyalty, which increase RIM selling.
• Company should maintain close relationship with the retailers by improvedCompany should maintain close relationship with the retailers by improved
downward communication. This can be done by visiting outlets regularly bydownward communication. This can be done by visiting outlets regularly by
company C.E.company C.E.
• Company C.E must visit different route on weekly basis and take properCompany C.E must visit different route on weekly basis and take proper
feedback from the retailers and solve their service related problem.feedback from the retailers and solve their service related problem.
• The sales executive should try to avoid making false commitment for realizingThe sales executive should try to avoid making false commitment for realizing
short term goals.short term goals.
• Shortage of manpower in Haldwani. Haldwani is big market and company hasShortage of manpower in Haldwani. Haldwani is big market and company has
only one Executive which is not sufficient. Company should keep at least twoonly one Executive which is not sufficient. Company should keep at least two
Executives in Haldwani or make an RSPM in this area.Executives in Haldwani or make an RSPM in this area.
• Company should take quick action to solve retailer’s services related problemsCompany should take quick action to solve retailer’s services related problems
like visi-cooler complain .Because in this competitive world if we don’t take carelike visi-cooler complain .Because in this competitive world if we don’t take care
of our customer quickly someone else will.of our customer quickly someone else will.

14. • Company should ensure that the distributor’s salesmen are providingCompany should ensure that the distributor’s salesmen are providing
regular schemes to the retailer when it is there by surprise checks or visits.regular schemes to the retailer when it is there by surprise checks or visits.
• Company should provide proper and regular training to the distributor salesman atCompany should provide proper and regular training to the distributor salesman at
least twice in a year because they are the one who are representing the company inleast twice in a year because they are the one who are representing the company in
this market.this market.
• Company should provide some incentive as motivation to the distributor salesman onCompany should provide some incentive as motivation to the distributor salesman on
the following basis:the following basis:
• Sales volume: whose sales volume is more?Sales volume: whose sales volume is more?
• Number of new account open: Those who open more new accounts.Number of new account open: Those who open more new accounts.
• Visi- cooler purity and charging: salesman whose route visi-cooler were more pureVisi- cooler purity and charging: salesman whose route visi-cooler were more pure
and charge with company product.and charge with company product.
• Company can outsource two – three employees during season time in Haldwani toCompany can outsource two – three employees during season time in Haldwani to
ensure the visibility of company product.ensure the visibility of company product.
• In order to motivate retailer to keep company visi-cooler pure. Company can provideIn order to motivate retailer to keep company visi-cooler pure. Company can provide
some motivation like gifts, discount or schemes to retailer keeping pure visi-coolersome motivation like gifts, discount or schemes to retailer keeping pure visi-cooler
this can be done on monthly basis.this can be done on monthly basis.

15. ConclusionsConclusions
• Pepsi has more number of visi-cooler in the market.Pepsi has more number of visi-cooler in the market.
• Most of the retailers were selling both Pepsi and Coco-cola product.Most of the retailers were selling both Pepsi and Coco-cola product.
• There are certain gaps in company sales and distribution in HaldwaniThere are certain gaps in company sales and distribution in Haldwani
which are as follows:which are as follows:
• Company product availability is average.Company product availability is average.
• Relationship of salesman with the retailers was very formal instead ofRelationship of salesman with the retailers was very formal instead of
close relationship.close relationship.
• No merchandising by salesman in outlets.No merchandising by salesman in outlets.
• Untimely distribution of product in certain routes like Rampur Road.Untimely distribution of product in certain routes like Rampur Road.
• Lack of communication between company and retailers.Lack of communication between company and retailers.
• Services of cooler maintenance staff are not satisfactory.Services of cooler maintenance staff are not satisfactory.
• There is good opportunity for the company to introduce Tele-selling andThere is good opportunity for the company to introduce Tele-selling and
Pre-selling in Haldwani.Pre-selling in Haldwani.
• Coco-cola visi-coolers are more pure as compare to Pepsi or any otherCoco-cola visi-coolers are more pure as compare to Pepsi or any other
company. Because they have more manpower as compare to Pepsi.company. Because they have more manpower as compare to Pepsi.