Pepsico sales and distributionPresentation Transcript
PepsiCo entered India in 1989. PepsiCo’s global vision of “Performance with Purpose”. Brands like Pepsi, Lay’s, Kurkure, Tropicana 100%, Gatorade, Quaker, Nimbooz and Aliva. Model partnership with over 24,000 farmers. Employs 6,400 people and provides indirect employment to almost 2,00,000 people.
Channels For Beverage industry : Food and convenience stores, Restaurants, Vending machines, Mass merchandisers, and Institutions, including schools and colleges.
LARGE CHAIN RETAILERS/MODERN TRADE Greater Bargaining power. Request discounts from brand companies Direct relationship the consumer and a tendency to protect this association from manufacturer interference. e.g. big bazaarSMALL INDIVIDUAL RETAILERS Huge number of retailers but with small point sales Sometimes these retailers buy products directly through modern trade or cash and carry. e.g. mom n pop stores
Indirect Channel (wholesalers) information - presence of competitor’s beverages, required product mix, individual points of sale etc. Product in several package sizes
ENSURE PRODUCT AVAILABILITY ON-SHELF FLEXIBLE ORDERING; FLEXIBLE DELIVERING ACCURATELY FORECASTING DEMAND IMPLEMENT AN ORGANIZED EMPTIES MANAGEMENT SYSTEM
company COBO FOBO WAREHOUSE C&F DISTRIBUTORSALESMAN SALESMANWHOLESALE RETAIL RETAIL CUSTOMER
* CREATION OF VALUE *SEGMENTATION *TARGETING *POSITIONING* PROVIDING VALUE* COMMUNICATING VALUE
Value Delivery Process:
At first under a franchisee and later was brought directly under the control of PepsiCo, Feb’06.The territories under the Hyderabad unit are divided into: Hyderabad I Hyderabad II (Secundrabad) Hyderabad III Warangal Kurnool Nizambad Gulbarga
The scope of the Hyderabad unit is limited to the sales & distribution in the twin cities of Hyderabad and Secundrabad along with a few other geographical segments in the Up-Country of Andhra Pradesh. Hyderabad unit follows the Hubs and Spokes model for sales & distribution. The market is divided into territories. The Hyderabad Unit supports eight such territories. These territories comprises of distributors. The distributors are private owned businesses who collaborate with PepsiCo.
Sales in each territory are performed by a team. The team setup : TDM ,ADC SALES FORCE DISTRIBUTOR DISTRIBUTOR ADC,CE RETAIL RETAIL RETAIL RETAIL CE,PSR OUTLET OUTLET OUTLET OUTLET
PRE SALES ON SPOT DELIVERY SYSTEM
PREPARATION GREET THE CUSTOMERS STOCK CHECKING MERCHANDISING DETERMINE THE ORDER PRESENTATION CREATIVITY ADMINISTRATION
The distributors in Hyderabad follow two types of distribution: Traditional (Unorganized Retail) Modern Trade (Organized Retail)