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  • 1. 

 UNDERSTANDING AND ANALYZING THE WORKING OF HUL SVS –AS POTENTIAL FOR PEPSICO’S LRB. Report By ASHISH CHADHA (Roll No. 8007) Work Carried out at PEPSICO INDIA HOLDINGS PVT. LIMITED, LUCKNOW Submitted in partial fulfillment of the requirement of Summer Internship Program Under the Supervision Of Mr. Rahul Srivastav Marketing Development Coordinator, PepsiCo india Holdings Pvt. Ltd. VIth Floor,Raj Chambers, Hazratganj,Lucknow SDM Institute for Management Development Mysore, Karnataka, India
 
 
 
 i
  • 2. 
 CERTIFICATE




























 ii
  • 3. EXECUTIVE SUMMARYDISSERTATION TITLE: UNDERSTANDING ANDANALYZING THE WORKING OF HUL SVS –ASPOTENTIAL FOR PEPSICO’S LRB.Supervisor:
Mr.
Rahul
Srivastava
Name
of
the
student:
Ashish
Chadha
Roll
No.
8007
























This
 report
 “Understanding
 and
 analyzing
 the
 working
 of
 HUL
 SVS‐
 as
potential
 for
 PepsiCo’s
 LRB”
 aims
 at
 providing
 insights
 about
 the
 high
 profile
 kirana
stores
 ,
 how
 HUL
 categorized
 them
 and
 their
 business
 potential
 with
 respect
 of
stocking
PepsiCo’s
LRB.

























Pepsi
 has
 a
 strong
 presence
 in
 almost
 all
 cool
 corners,
 cafe
 parlours,
restaurants,
 eating
 joints,
 prominent
 bakeries,
 etc.
 Therefore
 for
 developing
 new
business
 it
 was
 searching
 for
 options.
 Since,
 in
 a
 business
 environment
 most
 FMCG
companies
are
aware
of
how
their
peers
are
strategizing,
the
SVS

store
concept
of
HUL
was
studied.
Company
believed
that
if
we
can
analyze
the
strength
of
the
high
profile
SVS,
they
can
be
a
huge
business
opportunity.
























My
 project
 dealt
 with
 Understanding
 and
 analyzing
 HUL‐SVS,
 wherein
 I
identified
 the
 four
 major
 distributors
 of
 HUL
 in
 the
 city,
 interviewed
 them
 trying
 to
gather
 what
 apart
 from
 monthly
 sales
 made
 them
 categorize
 an
 outlet
 as
 SVS.
 These
distributors
were
also
a
store
for
my
sample
gathering
i.e.
the
list
of
all
SVS
outlets
in
Lucknow
city.
Combining
all
these
four
distributors,
I
made
a
list
of
SVS
outlets,
which
was
the
total
sample
size
of
the
project.






















After
 going
 through
 the
 field
 research
 for
 the
 same
 in
 Lucknow,
 a
 lot
 of
points
came
out
regarding
HUL
and
its
satisfaction
levels.
I
was
even
able
to
convince
a
number
 of
 outlets
 to
 stock
 PepsiCo’s
 LRB
 and
 thus
 contributed
 to
 the
 company’s
business,
the
official
execution
of
which
is
currently
being
carried
out.






















The
 project,
 which
 was
 a
 blend
 of
 research
 and
 business
 development
 was
quite
a
learning
and
satisfying
experience
.

Signature
of
Student
:

































































Signature
of
the
Supervisor:

Ashish
Chadha










































































































































































































Mr.
Rahul
Srivastava,








































































Marketing
Development
Coordinator(MDC)














































































PepsiCo
India
Holdings
Pvt.
Ltd,Lucknow
 iii
  • 4. 




ACKNOWLEDGEMENT
I
wish
to
express
my
sincere
regards
and
deep
sense
of
gratitude
to
my
project
guide,
Mr.
Rahul
Srivastava,Marketing
Development
Coordinator,PepsiCo
India
Holdings
Pvt.
Ltd.
 Lucknow,
 who
 has
 always
 been
 a
 great
 source
 of
 inspiration,
 for
 his
 guidance,
constant
help
and
encouragement
throughout
the
investigation
and
preparation
of
the
project
 report.
 I
 am
 thankful
 to
 my
 faculty
 guide
 Prof.
 Sridhar
 Chari
 who
 helped
 to
complete
my
project
successfully.
I
 would
 like
 to
 express
 my
 gratefulness
 and
 sincere
 thanks
 to
 Mr.
 Vikas
 Tandon,
Account
 Development
 Coodinator,PepsiCo,lucknow
 for
 his
 help
 and
 extended
 support
at
various
stages
of
the
work.
Without
his
help
and
valuable
suggestions
my
project
would
not
have
been
a
success.
Last
 but
 not
 the
 least;
 I
 thank
 ‘God
 Almighty’,
 from
 whom
 flows
 all
 wisdom
 and
knowledge.

ASHISH
CHADHA




















 iv
  • 5. LIST
OF
SYMBOLS/ABBREVIATIONS:

SVS
:
Super
Value
Stores
w.r.t.
:
with
reference
to
S.K.U.
:
Stock
Keeping
Unit
PVC:Poly
Vinyl
Chlorine
LRB:
Liquid
Refreshment
Beverage


























 v
  • 6. 

LIST
OF
CHARTS/DIAGRAMS:


1 Photograph of Indra Nooyi 32. Marketing Mix 73. Product-Price table for Pepsi products 94. Purchasing soft drinks 275. Soft drink purchased more 276. Soft drink sold most 277. Ranks of non carbonated drinks 288.Service as the most important criteria 299. Service satisfaction with company’s salesman 2910. Interaction with salesman 3011. Frequency of salesman’s visit 3112. Satisfaction with HUL’s quality 3113. Replacement of damaged stock 3214. Visit of C.E./A.D.C 3215. Providing enough accessories 3316. Meeting with salesman creates a healthy environment 3417. Product Availability at all times 3418. Products in sufficient quantity 3529. Enrollment in company’s plans 3620. Solving problems in short times 3721. Changing Faulty accessories immediately 3822. In total,service match with expectations 3823. Satisfaction with company’s schemes and products 3924. Rate HUL’s service out of 10 4025. SVS outlet details 51



 vi
  • 7. 




























TABLE
OF
CONTENTS
Ch
No.






















































Title























































Page
No.
i) Certificate iiii) Executive summary iiiiii) Acknowledgement iviv) List of symbol/abbreviations vv) List of chart/diagrams vivi) Table of contents vii1. Introduction Industry overview 1 Company Profile 3 Social Initiatives 4 Sales and Marketing 5 Marketing mix 7 SWOT analysis 12 Competition Profile 14 SVS as a HUL concept 162. Project proposal Objectives of the study 17 Scope of the study 18 Limitation of the study 193. Problem Definition Statement of the Problem 20 Source of error 21 vii
  • 8. 4 Research Methodology Type of research design 22 Information needed 23 Scaling techniques 24 Sampling 25 Target population Sampling frame Sampling technique Sample size Survey & Observation method 265. Data analysis Finding and Observation 276. Recommendation 437. Conclusion 448. Annexures 459. References 58

















 viii
  • 9. CHAPTER 1: INTRODUCTION
 INDUSTRY OVERVIEWThe soft drinks industry continued on its path to recovery from the low growth seen between2005 and 2006, with higher volume growth in 2008 than that seen in 2007. The maturesectors of bottled water, fruit/vegetable juice and carbonates saw a dynamic year, withcompanies refreshing their products’ brand image and packaging to attract new consumers.Emerging product categories, such as energy drinks and reconstituted 100% juice, saw highdouble-digit growth rates, as companies increased their products’ penetration in India. Off-trade volume growth was slightly higher than on-trade volume growth, as convenient on-the-go packaging, company sponsored chillers in kiranas and attractive supermarket displaysfuelled off-trade sales across the market.With the industry back on the upward growth curve, companies refreshed their brands byintroducing new and more premium packaging designs, pack sizes and communicationcampaigns. In 2008, bottled water was especially dynamic, with all the major national brandsfollowing the cue of Bisleri’s rebranding in late 2007. Carbonates and juice drinks were alsoreinvigorated with new pack sizes that targeted on-the-go consumption by young adults.With “naturally healthy” becoming a key focus for consumers and manufacturers,fruit/vegetable drinks companies focused their efforts on highlighting their products’ freshfruit content and health attributes. Companies put in motion plans to extend their productportfolios to emerging categories such as 100% juice, energy drinks and flavoured water.The multinationals Coca-Cola India and PepsiCo India Holdings saw their off-trade valueshares of soft drinks in India decline over the review period, as other national and regionalplayers updated their brand portfolios and increased the penetration of their brands in India.Bottled water players, such as Parle Bisleri and Dhariwal Industries, were particularlysuccessful in expanding their consumer base through a concerted effort to increase theirmanufacturing capacity and move to newer regions within India. Dabur India and Parle Agrobenefited from their first mover advantage in being present in high-growth emerging productcategories, such as 100% juice and other non-cola carbonates.With companies increasing their spend on below-the-line marketing activities, the ubiquitouskiranas were the beneficiaries of efforts such as branded glass door refrigerators, regionallanguage banners and displays, and the roll-out of on-the-go packaging for carbonates and 1
  • 10. juice drinks. Supermarkets, which are still something of a novelty in many small cities,continued to attract a combination of regular grocery shoppers and young impulse buyers.Bundling and discount promotions for fruit/vegetable juice and concentrates drove productsampling in supermarkets. Emerging categories, such as energy drinks and RTD tea,received a boost from impulse buyers in supermarkets, while attractive displays andimported products in upmarket shopping centres introduced consumers to new products,such as sports drinks and flavoured water.With rising consumer affluence and companies tailoring their product designs and marketingspecifically to target the young adult population group, the trend of robust double-digitannual volume growth is expected to continue over the forecast period. The foray of leadingnational players into emerging categories, such as energy drinks and 100% juice, will helpsustain high growth rates in the future. Competition from the unorganised sector is expectedto decline over the forecast period, as the national players make a concerted effort to educateconsumers about the health benefits of packaged drinks, and move into markets such as bulkbottled water, which are currently dominated by the unorganised sector. 2
  • 11. INTRODUCTION OF PEPSICOProfile
of
Pepsi
International
Pepsi
is
situated
at
Somars
New
York
in
U.S.A

,
Indra
K
Nooyi

is
chairman
and
CEO
of
 Pepsi.
 Calab
 bradham,
 a
 North
 Carolina
 pharmacist
 concocted
 Pepsi‐cola
 in
 the
 year
 1890
 as
 a
 cure
 to
 Dyespsia
 (indignation).
 In
 1903,
 business
strategy
worked
&
in
1909
he
had
a
New
York
advertising
 agency.
 PepsiCo
 Food
 &
 Beverages
 International,
 a
 full
 fledge
 co.
 earns
more
then
half
of
its
global
revenues
from
snack
foods
&
fast
 foods.
 PepsiCo’s
 major
 Business
 includes
 Pepsi
 foods,
 KFC,Pizza
Hut,
taco
bell
&
California
pizzas

which
is
a
world
leader
in
restaurant
business
also.
PepsiCo
 gained
 entry
 to
 India
 in
 1988
 by
 creating
 a
 joint
 venture
 with
 the
 Punjab
government‐owned
 Punjab
 Agro
 Industrial
 Corporation
 (PAIC)
 and
 Voltas
 India
Limited.
 PepsiCo
 is
 a
 world
 leader
 in
 convenient
 foods
 and
 beverages,
 with
 2006
revenues
 of
 more
 than
 $35
 billion
 and
 168,000
 employees.
 PepsiCo
 brands
 are
available
in
nearly
200
countries
and
territories
and
generate
sales
at
the
retail
level
of
about
$92
billion.
 



















PepsiCo
 Mission
 :"To
 be
 the
 worlds
 premier
 consumer
 products
company
 focused
 on
 convenience
 foods
 and
 beverages.
 We
 seek
 to
 produce
 healthy
financial
rewards
to
investors
as
we
provide
opportunities
for
growth
and
enrichment
to
 our
 employees,
 our
 business
 partners
 and
 the
 communities
 in
 which
 we
 operate.
And
in
everything
we
do,
we
strive
for
honesty,
fairness
and
integrity."






 3
  • 12. SOCIAL INITIATIVESPerformance
 with
 Purpose
 articulates
 PepsiCo
 Indias
 belief
 that
 its
 businesses
 are
intrinsically
 connected
 to
 the
 communities
 and
 world
 that
 surrounds
 it.
 Performance
with
Purpose
means
delivering
superior
financial
performance
at
the
same
time
as
we
improve
the
world.
To
 deliver
 on
 this
 commitment,
 PepsiCo
 India
 will
 build
 on
 the
 incredibly
 strong
foundation
of
achievement
and
scale
up
its
initiatives
while
focusing
on
the
following
4
critical
areas
that
have
a
business
link
and
where
we
believe
that
we
can
have
the
most
impact.


















REPLENISHING
WATER
PepsiCo
India
continues
to
replenish
water
and
aims
to
achieve
positive
water
balance
by
2009,
which
means
it
is
committed
to
saving
and
recharging
more
water
than
it
uses
in
its
beverage
plants.

 
 
PARTNERSHIP
WITH
FARMERS
PepsiCo
India’s
Agri‐partnerships
with
farmers
help
more
than
22,000
farmers
across
the
country
earn
more.
 


 




 


 

WASTE
TO
WEALTH
PepsiCo
India
continues
to
convert
Waste
to
Wealth,
to
make
cities
cleaner.
This
award
winning
 initiative
 has
 
 established
 Zero
 Solid
 Waste
 centres
 that
 benefit
 more
 than
2,00,000
community
members
throughout
the
country
HEALTHY
KIDS
PepsiCo
 India
 will
 stay
 committed
 to
 the
 health
 and
 well‐being
 of
 children.
 It
 will
continue
 to
 provide
 children
 with
 a
 healthy
 and
 fun
 portfolio
 while
 simultaneously
tackling
the
calories
out’
side
of
the
equation
by
expanding
its
Get
Active
programme
for
 kids,
 especially
 for
 school
 going
 children.
 PepsiCo
 will
 also
 launch
 and
 distribute
products
 directly
 aimed
 at
 addressing
 nutritional
 deficiencies
 and
 will
 launch
 a
 pilot
program
 that
 directly
 delivers
 against
 the
 United
 Nations’
 Millennium
 Development
Goal
to
eradicate
extreme
poverty
and
hunger
by
2015.
 4
  • 13. SALES AND MARKETING DEPARTMENTSales
 and
 marketing
 department
 controls
 all
 the
 activities
 relating
 to
 marketing
 and
sales.
 All
 the
 order
 of
 supplying
 drinks
 are
 received
 by
 this
 department.
 It
 maintains
the
 adequate
 supply
 to
 its
 agencies.
 Sales
 force
 has
 the
 direct
 link
 with
 customers.
 It
collects
the
marketing
information
and
try
to
acquaint
with
his
to
higher
management.
The
sales
forces
comprises
following
staff.
 • Managing Director • General Manager (Marketing) • Regional Manager • Area Manager • Territory Manager • Senior Sales Executive • Sales Executive • Management TraineesSales and Marketing Manager control the entire sales forces. Sales supervisors perform thefollowing tasks: • Sales supervisors find and cultivate new customers. • Sales supervisors skillfully communicate information about the company’s product and Services. • Sales supervisors know the art of salesmanship approaching presenting answering objections and closing sales. • Sales supervisors provide various services to the customers consulting of their problems rendering technical assistance, arranging financing and expending delivery. Sales supervisor’s carryout market research and intelligence work and fill in call report. MERCHANDISING STRATEGIES ADOPTED BY PEPSI Creating awareness about the product.  Differentness in profit of Pepsi Products and Coca Cola  Discount in products 5
  • 14.  Provide Gravity Rack, Air Hanger, PVC Rack, Combo Shot  Provide Visi Cooler and OYC Cooler  Provide Board ( Glow Signs, Dealer Board)  Provide Shop Painting Convincing the retailer to stock Pepsi products.  Display Scheme for Products  Discount in Products  Coupon Scheme  Visi Cooler and OYC Cooler Scheme  Rack Scheme  Provide Free MT  Yearly Target Achievement Gift Scheme  Provide membership of PEPSI GOLD CLUB PROMRAM Auditing of Pepsi Gold Club Program 2008.  Audit the only those retailer who have got Pepsi Gold Club membership.  1 Year Programme (February to June, July to October).  Type of outlet (Eatery, Grocery, Convenience).  Main outlet motivational scheme.  Check the condition of Pepsi Monopoly outlet.  Visi size compared with Coca Cola(Pepsi Visi > Coca Visi)  Check the purity of SKU of Pepsi Products.  Check the Impurity (Exp. - Real Juice, Amul Products, Treat and Parle Product. 6
  • 15. MARKETING MIX 
PRODUCTS:The group manufactures and markets Carbonated and Non-Carbonated Soft Drinks andMineral Water under Pepsi brand. The various flavors and sub-brands are Pepsi, Pepsi MyCan, Pepsi Diet, Mirinda Orange, Mirinda Lemon, Mountain Dew, 7UP, Slice Mango,Slice Orange, and Aquafina, Tropicana, Tropicana Twister.























































































Brands available in 200ml. 1. Pepsi 2. Mirinda Orange 3. Mountain Dew 4. 7up 5. Tropicana Premium Gold 7
  • 16. Brands available in 250ml. 1. Slice 2. Tropicana Twister 3. Pepsi My Can 4. 7 Up CanBrands
available
in
300ml.
 1. Pepsi 2. Mirinda Orange 3. Mirinda Lemon 4. Mountain Dew 5. 7up 6. SodaBrand
Available
in
(330ml)
 1. Pepsi
Can
 2. Mountain
Dew
Can
 3. 7UP
Can
 4. Mirinda
Can
 5. Pepsi
Diet
Can
Brand
Available
in
(350ml)
 1. Tropicana
Twister
Brand
Available
in
(500ml)
 1. Slice
 2. Pepsi
Diet
 3. Aquafina
Brand
available
in
(600ml)
 1. Pepsi 8
  • 17. 2. Mirinda Orange 3. Mountain Dew 4. 7upBrand Available in (1Ltr) 1. Tropicana Premium Gold 2. Aquafina WaterBrand Available in (1.2 Ltr) 1. Slice 2. Tropicana TwisterBrand available in (2 Ltr) 1. Pepsi 2. Mirinda Orange 3. Mirinda Lemon 4. Mountain Dew 5. 7upPrice
of
the
product

Product
 Bottle
in
MT
 Price
200
ml
 24
 168
200
ml
Tropicana
Premium
Tetra
 30
 397
200
ml
Slice
Tetra
Pack
 24
 216
300
ml
 24
 215
250
ml
Can
 24
 330
330
ml
Can
 24
 580
350
ml
Twister
 24
 468
500
ml
Aquafina
 24
 168
 9
  • 18. 500
ml
Slice
 24
 498
600
ml
Soda
 24
 216
600
ml
PET
 24
 444
1Ltr.
Aquafina
 12
 104
1Ltr.
Tropicana
Premium
 12
 713
1.2
Ltr
Slice
 12
 510
1.5
Ltr
Soda
 12
 207
2
Ltr
PET
 9
 414

 
 
PLACE:Decisions
with
respect
to
distribution
channel
focus
on
making
the
product
available
in
adequate
quantities
at
places
where
customers
are
normally
expected
to
shop
for
them
to
satisfy
their
needs.
Direct
Distribution:
Delivery
 of
 post
 mix
 cylinders
 &
 handling
 of
 key
 accounts:
 the
 key
 accounts
 are
different
wholesalers,
restaurents,
hotels
like
Pizza
Hut,
KFC,
Metro
which
serve
as
the
place
for
key
sale.
These
are
known
as
national
key
accounts
and
are
very
important
in
terms
of
competition
Indirect
Distribution:
Through
base
market
distributors
Through
outstation
distributors
Before
 delivering
 the
 product
 some
 certain
 guiding
 principles
 are
 followed
 for
 the
assessment
of
distributor’s
capability
Applicant
must
have
20
or
25
vehicles
depending
on
area
Applicant
must
have
20000
cases
of
empty
bottles
 10
  • 19. Applicant
must
deposit
10,00,000
as
security.
This
is
usually
done
through
taking
over
key
revenue
areas.
If
the
distributor
does
not
receive
its
sales
target,
its
distribution
is
taken
back
and
an
addition
of
new
distributor
is
done.
PROMOTION:Promotion
is
a
key
element
of
marketing
program
and
is
concerned
with
effectively
and
efficiently
 
 communicating
 the
 decisions
 of
 marketing
 strategy
 to
 favorably
 influence
target
 customers’
 perceptions
 to
 facilitate
 exchange
 between
 the
 marketer
 and
 the
customer
that
my
satisfy
the
objective
of
both
customer
and
company.
Advertising:
PepsiCo
has
advertised
its
products
through
various
ways
and
media.
Through
 TV
 we
 have
 seen
 various
 advertisements
 targeting
 the
 favorable
programs,like
sports,series
and
some
Pepsi
shows
like”Pepsify
karogee”
or
“Pepsi
MTV
wassup”
in
partnership
with
MTV
targeting
youth,
its
primary
consumer.
Also
through
various
newspaper
advertisements,posters,Mobile
content
message
from
Pepsi
is
communicated
to
all
the
people
about
its
products
and
offers.
 11
  • 20. SWOT ANALYSISA SWOT Analysis is a strategic planning tool used to evaluate the Strengths, Weaknesses,Opportunities, and Threats involved in a project or in a business venture or in any othersituation requiring a decision. It gives an overall evaluation of a company’s external andinternal marketing environment.SWOT analysis for PepsiCoSTRENGTH WEAKNESS • Pepsi has a broader product line and • Pepsi hard to inspire vision and outstanding reputation. direction for large global company. • Merger of Quaker Oats produced • Not all PepsiCo products bear the synergy across the board. company name • Record revenues and increasing • PepsiCo is far away from leader market share. Coca-cola in the international market • Lack of capital constraints - demand is highly elastic. (availability of large free cash flow). • Great brands, strong distribution, innovative capabilities • Number one maker of snacks, such as corn chips and potato chips • PepsiCo sells three products through the same distribution channel. • For example, combining the production capabilities of Pepsi, Gatorade and Tropicana is a big opportunity to reduce costs, improve efficiency and smooth out the impact of seasonal fluctuations in demand for particular productOPPORTUNITY THREATS • Food division should expand • F&B industry is mature internationally • Pepsi is blamed for pesticide 12
  • 21. • Noncarbonated drinks are the residues in their products in one of fastest-growing part of the industry their most promising emerging• There are increasing trend toward market e.g in India healthy foods • Over 50 percent of the companys• Focus on most important customer sales come from Frito-Lay; this is a trend - "Convenience". threat if the market takes a downturn • PepsiCo now competes with Cadbury Schweppes, Coca-Cola, and Kraft foods (because of broader product line) which are well-run and financially sound competitors. • -Size of company will demand a varied marketing program; Social, cultural, economic, political and governmental constrains. 13
  • 22. COMPETITION PROFILECoca-Cola is a carbonated soft drink sold in stores, restaurants and vending machinesworldwide. The Coca-Cola Company claims that the beverage is sold in more than 200countries. It is produced by The Coca-Cola Company in Atlanta, Georgia, and is oftenreferred to simply as Coke or (in European and American countries) as cola, pop, or in someparts of the U.S., soda.Pepsi is often second to Coke in terms of sales but outsells Coca-Cola in some markets.Around the world, some local brands do compete with Coke. In India, Coca-Cola rankedthird behind the leader, Pepsi-Cola, and local drink Thums Up. However, The Coca-ColaCompany purchased Thums Up in 1993.As of 2004, Coca-Cola held a 60.9% market-sharein India. Tropicola, a domestic drink, is served in Cuba instead of Coca-Cola due to a UnitedStates embargo. French brand Mecca Cola and British brand Qibla Cola, popular in theMiddle East, are competitors to Coca-Cola. In Turkey, Cola Turka is a major competitor toCoca-Cola. In Iran and also many countries of Middle East, Zam Zam Cola and Parsi Colaare major competitors to Coca-Cola. In some parts of China, Future cola is a competitor. InSlovenia, the locally-produced Cockta is a major competitor to Coca-Cola, as is theinexpensive Mercator Cola, which is sold only in the countrys biggest supermarket chain,Mercator. In Israel, RC Cola is an inexpensive competitor. In Madagascar, Classiko Cola,made by Tiko Group, the largest manufacturing company in the country, is a seriouscompetitor to Coca-Cola in many regions. On the Portuguese island of Madeira, Laranjada isthe top-selling soft drink. In the UK, Coca-Cola stated that Pepsi was not its main rival, butrather Robinsons drinks.On February 7, 2005, the Coca-Cola Company announced that in the second quarter of 2005they planned a launch of a Diet Coke product sweetened with the artificial sweetenersucralose ("Splenda"), the same sweetener currently used in Pepsi One. On March 21, 2005,it announced another diet product, "Coca-Cola Zero", sweetened partly with a blend ofaspartame and acesulfame potassium. Recently Coca-Cola has begun to sell a new "healthysoda": Diet Coke with vitamins B6, B12, Magnesium, Niacin, and Zinc, marketed as "DietCoke Plus."On July 5, 2005, it was revealed that Coca-Cola would resume operations in Iraq for the first 14
  • 23. time since the Arab League boycotted the company in 1968.In April 2007, in Canada, the name "Coca-Cola Classic" was changed back to "Coca-Cola."The word "Classic" was truncated because "New Coke" was no longer in production,eliminating the need to differentiate between the two. The formula remained unchanged.In January 2009, Coca-Cola stopped printing the word "Classic" on the labels of 16-ouncebottles sold in parts of the southeastern United States. The change is part of a larger strategyto rejuvenate the products image.

 15
  • 24. SVS AS A HUL CONCEPTAccording to HUL, the `Super Value Store Programme exclusively targets mom-n-popstores by refashioning them to look like modern retail outlets. Apart from buying shelf spaceand in turn giving the retailer a discount on its products, HUL also imparts retail trainingand solutions to help shopkeepers add value to help them keep pace with changing times,ordispensing its products.With the increasing number of modern retail outlets, their bargaining power is alsoincreasing through demands of high discounts and freebies from FMCG majors. Hence, onlysupplies to modern retailers shows negative on the companys balance sheet. So, byrefashioning kirana stores, the company balances out its margin levels. As for the kiranastores, there is growth in profits and a rectified ambienceThe key to this unusual partnership between elephant and ant is common branding, lowerprices, higher discounts and special promotional offers that are exclusive to Super ValueStores. Under the deal worked out by HUL, kirana stores that opt to rebrand themselves asSVSs get an additional 3% commission on monthly sales. Plus, there are promotional offersthat are available nowhere else.Sample this: Currently on offer is a free hair dryer worth Rs 175 for every Rs 200 worth ofHUL shampoos bought. Only SVS distributors get this scheme. Based on the response, HULreckons that it can use such lures across a range of more than 500 different products in thecosmetics, fabric and personal wash, and food segments. HUL has also installed specialcabinets in SVS stores.









 16
  • 25. Chapter- 2:PROJECT PROPOSAL OBJECTIVE OF THE STUDY The objective of the present study was to identify the SVS(Super Value Stores) as defined by Hindustan Lever Limited(HLL) for Lucknow. Only around 15% of such SVS outlets have Pepsi. This list of outlets was traced through Mr. Khan, a distributer of HUL in Lucknow. The primary objective was to visit these SVS stores, study the distribution, satisfaction levels w.r.t. HLL and also target them as Pepsi’s customers. There were some of the secondary objectives of the present study. There were as under: • To develop the related psychometric test and questionnaires for measuring the merchandising pattern of Pepsi company. • To study the customers demand for products of company. • To explore the preferential attitude of retailers towards the products of company. • To investigate the problems of retailers and customers with regard to products of company. 
 
 
 


 
 17
  • 26. SCOPE OF THE STUDYThe scope of the study encompasses all the SVS retail outlets of HUL in Lucknow, capital ofUttar Pradesh. There are 96 such retail outlets present in Lucknow. The study focuses on theanalysis of service by HUL at these SVS retail outlets.It also focuses on the potential of the majority of these stores that do not currently stockPepsi as potential for Pepsi’s future business development. 18
  • 27. LIMITATION OF THE STUDYTime constraints: As is expected during any study there was very less time to do acomprehensive study for SVS retail outlets.Divisional boundary: Area covered were mainly all the SVS stores in Lucknow .Information Asymmetry: It wasn’t easy to get information from all the stores because ofvarious reasons. The study includes only those stores from whom I was able to gatinformation.Restricted generalization: Study cannot be generalized beyond the city surveyed. 


















 19
  • 28. 
 
 CHAPTER 3:PROBLEM SPECIFICATION
 STATEMENT OF THE PROBLEMThe management decision problem is the problem confronting the decision maker.A marketing research problem is a problem that entails determining what information isneeded and how it can be obtained in the most feasible way.Management decision problem:Where can new business/customers for Pepsi come from?Marketing research problem:To determine the potential of the SVS stores in doing that for Pepsi, simultaneously studyingand learning the mass popularity and satisfaction of HUL in these stores as a means to learnfor Pepsi. 20
  • 29. SOURCES OF ERRORNON-RESPONSE ERROR: arises when some of the respondents included in the sampledo not respond. For example, a respondent busy in dealing customers.RESPONSE ERROR: arises when respondents give inaccurate answers or their answers aremisrecorded or misanalyzed.Population definition error: Variation between the actual population relevant to theproblem and population as defined by the research. For example, using an old samplingframe list for SVS stores.Respondent selection error: Selecting the respondent other than those specified by thesampling design. For example, selecting a non SVS retail outlet.Questioning error: Error made in asking question. For example, while asking questions, notusing the exact wording given in the questionnaire.Inability error: Respondent inability to provide accurate answers. For example, respondentinability due to fatigue and boredom.Unwillingness error: Respondent’s unwillingness to provide accurate answers. Forexample, a respondent intentionally misreports supervisor’s commitment in order to impressthe interviewer. 21
  • 30. Chapter- 3:RESEARCH METHODOLOGY TYPE OF RESEARCH DESIGNA research design is a framework for carrying out marketing research. It specifies the detailsof the procedures necessary for obtaining the information needed to structure and solvemarketing research problem.A descriptive research is a type of conclusive research that has as its major objective thedescription of something.Cross-sectional design involves the collection of information from any given sample ofpopulation elements only once.A descriptive research design has been followed in this marketing Research.Methods: Secondary data, Observational data, Surveys.Design: Single cross sectional design. 22
  • 31. INFORMATION NEEDEDComponent 1:This component focuses on the information whether the respondent purchases soft drinksand if so, does he purchase Pepsi. The third and fourth questions make us know which of thedrinks under Pepsi Umbrella sell the most.Component 2:This component focuses on various aspects related to HUL dealing with respondent’sperception of its service and the dealer’s satisfaction levels measured on various parametersinovving salesman and likewise.Component 3:This component is dedicated to measuring only the service intricacies of HUL, as for thesestoreowners service is single most important factor for satisfaction.Component 4:Overall rating of HUL’s performance is gathered and points of its lagging and improvementsare also asked subjectively.Component 5:For retailers that do not have Pepsi, this last section focuses more on verbal interaction so asto identify the problems of retailers for the same. This is also the part where the businessdevelopment carried out and the retailers are tried to convince to stock Pepsi. 23
  • 32. SCALING TECHNIQUESA scaling is the generation of a continuum upon which measured objects are located. Thescaling technique used in this marketing research can be grouped into comparative andnoncomparative scales.1. Comparative scales:a. Rank order: Respondents were asked to rank the objects present.b. Itemized Category Scales: Only one item is used to measure a construct2. Noncomparative scales:a. Likert scale: Respondents were asked to show their responseon a five point scale. 24
  • 33. SAMPLINGTarget population:The target population is the collection of element or objects that posses the informationsought by the researcher and about which references are to be made.The target population for the SVS outlets survey:Elements: SVS retail outlets attendant.Sampling units: Owners of these SVS stores.Extent: Lucknow.Time: April, may 2009Sampling frame:A sampling frame is a representation of the elements of the target population.The sampling frame for the SVS outlets survey: List of SVS retail outlets present inLucknow from HUL distributor, information of whom was gathered from a very popularSVS store in Lucknow.Sampling technique:Simple random sample: A probability sampling technique in which every element is selectedindependently of every other element and the sample is drawn by a random procedure from asampling frame.The sampling technique used in this project: simple random sampling.Sample size:Sample size refers to number of element included in the study.The sample size for the SVS outlets survey: 96 outlets.Each outlet was segmented area wise and accordingly the areas were surveyed. 25
  • 34. SURVEY & OBSERVATION METHODObservation method:A structured observation was done to measure records. An observation form was made torecord the information. The method used was an audit. Data was collected by examiningperformance and records.Advantage: Degree of structure is high Ability to observe in natural setting Observation bias is low Analysis bias is lowSurvey method:The survey method involves a structured questionnaire given to the respondents anddesigned to elicit specific information. In this project personal interview mode is used forcollecting information. Personal interview were conducted at the SVS retail outlets. Therespondents were intercepted while they were working at the retail outlet. A questionnairewas prepared for structured data collection.Advantage: Respondents are easily available Meaningful information due to working environment Response rate is high Flexibility of data collection Diversity of questions 

 26
  • 35. CHAPTER 5:DATA ANALYSIS
 FINDING AND OBSERVATION 1. Purchasing
soft
drinks


























Response %YES 66NO 34
The
statistics
show
that
around
1/3rd
of
the
respondents
purchase
soft
drinks.
2.
Soft
drink
purchased
more

RESPONSE %PEPSI 28COCA
COLA 46
The
statistics
reveal
that
coca
cola
definitely
has
a
larger
sale
percentage
with
respect
to
Pepsi
which
clearly
lags
behind.





 27
  • 36. 
3.Soft
drink
sold
most
















































DRINK %Pepsi 417up 11Mirinda 19Mountain
Dew 30
When
we
compare
the
soft
drinks
sold
under
the
brand
Pepsi,
the
core
offering
of
the
company
“Pepsi”
itself
has
the
most
share,
followed
closely
by
the
new





”Mountain
Dew”.
 It
 seems
 that
 since
 the
 packaging
 and
 taste
 of
 Mountain
 Dew
 and
 7up
 is
 quite
similar,
 the
 former
 might
 be
 eating
 into
 latter’s
 matter
 which
 is
 also
 evident
 by
 the
newly
launched
campaign
to
promote
7up.
 4. Rank
of
non
carbonated
 drinks

RESPONSE %Tropicana
Nector
 29Tropicana
 15TwisterSlice 56 


 28
  • 37. 
Slice
 clearly
 leads
 the
 pack
 here
 with
 more
 than
 half
 the
 respondents
 voting
 it
 as
 the
most
demanded
among
non
carbonated
offerings
of
Pepsi.
Tropicana
Twister
manages
a
bare
15
%
whereas
the
Tropicana
Nectar
occupies
the
second
spot.
 
FOLLOWING
QUESTIONS
PERTAIN
ONLY
TO
HUL
 
 5. Service
as
the
most
important
Criteria

 










RESPONSE %STRONGLY
AGREE 34AGREE 33NEITHER
AGREE
 26NOR
DISAGREEDISAGREE 6STRONGLY
 1DISAGREE 
 

More
than
two
thirds
of
respondents
agree
and
strongly
agree
to
the
fact
that
service
is
the
most
important
criteria
for
a
FMCG
major.
Very
few
respondents
were
undecided
of
this
fact
that
only
7%
did
not
believe
the
same.



 29
  • 38. 
 6. Service
satisfaction
with
company’s
salesman

RESPONSE %ALWAYS 23MOSTLY 43SOMETIMES 19RARELY 12NEVER 3

























The
 respondents
 are
 mostly
 satisfied
 with
 the
 salesman
 having
 a
 strong
indicative
of
43%,a
strong
population
worth
23%
even
has
the
highest
satisfaction
level
with
the
salesman.

7.
Interaction
with
salesman
 
RESPONSE %FORMAL 2NEED
 12BASEDFINE 57FRIENDLY 29 30
  • 39. 
 
 

A
 larger
 proportion
 of
 respondents
 have
 a
 fine
 or
 friendly
 interaction
 with
 the
salesman
 suggesting
 that
 the
 HUL
 salesman
 creates
 a
 healthy
 atmosphere
 at
 time
 of
visit.


8.
Frequency
of
salesman’s
visit


RESPONSE %REGULAR 46FREQUENT 41IRREGULAR 11RARELY 4NEVER 


At
around
most
SVS
stores,
the
salesman
visit
quite
frequently
which
shows

how
much
value
they
give
to
each
store
and
their
satisfaction.




 31
  • 40. 9.
Satisfaction
with
HUL
products’
quality.
 
 RESPONSE % ALWAYS 53 MOSTLY 36 SOMETIMES 9 RARELY 2 NEVER 












 The
major
chunk
of
respondents
is
always
satisfied
with
the
product
quality
delivered
 to
 them.
 Only
 2%
 are
 satisfied
 rarely
 which
 shows
 how
 high
 
 HUL
 satisfaction
 levels
 are.
 10.
Replacement
of
damaged,
outdated
stock
 
 RESPONSE % ALWAYS 3 MOSTLY 12 SOMETIMES 37 RARELY 26 NEVER 22 32
  • 41. 


 













These
 statistics
 show
 that
 however
 HUL
 might
 be
 doing
 good
 on
 other
 facets,
 the
 change
and/or
removal
of
damaged,
outdated
stock
is
still
a
concern
with
around
half
 the
 respondents
 stating
 that
 its
 rarely
 or
 never
 changed
 and
 only
 a
 mere
 15%
 of
 the
 respondents
being
fine
with
company’s
policies
on
this
aspect.
 
 
 11.
Visit
of
C.E.
or
A.D.C

 
 RESPONSE % YES 14 NO 39 SOMETIMES 47 
 
 The
 visit
 of
 officials
 clearly
 is
 still
 lagging
 with
 major
 respondents
 answering
 a
 No
 or
 Sometimes.
This
indicates
how
important
this
fact
is
for
the
respondents
and
how
much
 does
it
get
neglected.
 
 
 
 
 
 
 
 
 
 33
  • 42. 


12.
Do
they
provide
enough
accessories

 
RESPONSE %ALWAYS 29MOSTLY 39SOMETIMES 28RARELY 3NEVER 1 
A
good
number,
around
70%
of
respondents
seem
to
be
satisfied
with
the
accessories
as
 opposed
 to
 a
 mere
 4%
 who
 aren’t.
 Around
 28%
 respondents
 show
 satisfaction
level
between
the
two
extremes.
 


FOLLOWING
QUESTION
CATERS
TO
ONLY
THE
SERVICE
ASPECT
OF
HUL
 







 34
  • 43. 
 
 13.1)
Meeting
with
salesman
creates
a
healthy
environment


RESPONSE %STRONGLY
AGREE 17AGREE 38NEITHER
AGREE
 35NOR
DISAGREEDISAGREE 8STRONGLY
 2DISAGREE 
 
More
 than
 half
 of
 the
 respondents
 agree
 to
 the
 facts
 that
 meeting
 the
 salesperson
 of
HUL
 creates
 a
 healthy
 environment
 conducive
 to
 business.
 It
 is
 to
 be
 noted
 that
salesman
behavior
can
go
a
long
way
in
creating
an
organizational
impression,
be
it
on
the
positive
side
or
otherwise.








 35
  • 44. 

13.2)

Product
Availability
at
all
times


















RESPONSE %STRONGLY
 12AGREEAGREE 23NEITHER
AGREE
 47NOR
DISAGREEDISAGREE 13STRONGLY
 5DISAGREE
 
 Regarding
product
availability
around
half
of
the
respondents
are
neutral,
while
 around
 a
 third
 of
 them
 agree
 and
 strongly
 agree
 to
 the
 same.
 Very
 few
 respondents
 show
 their
 dissatisfaction
 by
 disagreeing
 or
 strongly
 disagreeing
 with
the
product
availability.
Clearly
more
respondents
are
on
the
satisfied
side
 which
 shows
 that
 HUL
 has
 managed
 to
 make
 sure
 its
 product
 is
 available
 all
 times.
 




























































































 36
  • 45. 

13.3)
Availability
of
products
in
sufficient
quantity
 
RESPONSE %STRONGLY
AGREE 13AGREE 24NEITHER
AGREE
 46NOR
DISAGREEDISAGREE 11STRONGLY
 6DISAGREE


More
 than
 a
 third
 of
 respondents
 believe
 that
 the
 HUL
 products
 are
 stocked
 in
sufficient
 quantities.
 Around
 half
 of
 the
 respondents
 are
 neutral
 to
 agreeing
 or
disagreeing
while
a
mere
1/6th
of
respondents
disagree
with
the
same.
Since
HUL
has
such
 a
 diverse
 product
 range
 it
 is
 equally
 hard
 to
 keep
 all
 the
 products
 stocked
 at
 all
times.
 
 




 37
  • 46. 
13.4)
Enrollment
in
company’s
various
plans
 
 
RESPONSE %STRONGLY
AGREE 14AGREE 41NEITHER
AGREE
NOR
 29DISAGREEDISAGREE 13STRONGLY
DISAGREE 3 
 
More
 than
 half
 of
 the
 respondents
 agree
 and
 strongly
 agree
 to
 the
 fact
 that
 they
 are
enrolled
 in
 company’s
 various
 plans
 while
 around
 a
 third
 of
 them
 are
 neutral
 to
 this
statement.
Very
few
respondents,
16%
show
dissatisfaction
on
this
ground
.The
figures
on
 the
 whole
 suggest
 that
 the
 major
 chunk
 is
 quite
 satisfied
 with
 the
 plans
 they
 are
enrolled
into,
either
mildly
or
strongly.











 38
  • 47. 

13.5)
Solving
problem
in
short
time

 
RESPONSE
 %STRONGLY
 3AGREEAGREE 21NEITHER
AGREE
 43NOR
DISAGREE
DISAGREE 28STRONGLY
 5DISAGREE 
 

Very
 few
 respondents
 have
 taken
 the
 extreme
 opinions
 which
 suggest
 that
 a
 lot
 of
people,
 around
 half,
 have
 neutral
 opinion
 on
 the
 same.
 Almost
 equal
 number
 of
respondents
 agree
 as
 well
 as
 disagree
 to
 the
 same
 which
 shows
 that
 this
 is
 not
 a
parameter
that
HUL
can
boast
about,
neither
can
we
say
that
it
is
completely
neglected.
 
 
 
 39
  • 48. 
 13.6)
Changes
faulty
accessories
immediately

 
 
RESPONSE %STRONGLY
AGREE 4AGREE 20NEITHER
AGREE
NOR
 28DISAGREEDISAGREE 31STRONGLY
DISAGREE 17 
 
 
 Around
 half
 the
 respondents
 agree,
 strongly
 disagree
 with
 the
 fact
 that
 the
 faulty
 products
 and
 accessories
 are
 changes
 immediately.
 This
 clearly
 suggests
 a
 level
 of
 dissatisfaction
w.r.t.
this
attribute.
 
 
 
 
 
 
 
 

 40
  • 49. 

13.7)
In
total,
service
match
with
expectations

 
RESPONSE %ALWAYS 18MOSTLY 37SOMETIMES 26RARELY 13NEVER 6 

Less
 than
 20%
 of
 the
 respondents
 show
 their
 dissatisfaction
 with
 the
 service
 of
 HUL
which
 suggests
 that
 a
 major
 population
 of
 respondents
 lies
 in
 neutral,
 satisfaction
 or
extreme
 satisfaction
 levels.
 This
 clearly
 indicates
 that
 HUL
 has
 been
 able
 to
 provide
more
 than
 a
 descent
 service
 to
 the
 SVS
 outlets
 which
 seem
 to
 be
 mostly
 in
 the
satisfactory
zone.
 









 41
  • 50. 14.)


Satisfaction
with
company’s
schemes
offered
with
products
 



















































































































RESPONSE %ALWAYS 6MOSTLY 24SOMETIMES 33RARELY 26NEVER 11 
 
Almost
an
equal
number
of
respondents
seem
to
be
satisfied
with
the
schemes
offered
with
products.
Although
a
good
11%
disagree
with
the
same,
almost
a
third
of
respondents
are
neutral
on
this
point.
Around
a
third
of
population
is
also
satisfied
with
the
same
who
agree
and
strongly
agree
to
this
point.
 
 
 
 
 
 
 
 
 
 
 
 
 
 42
  • 51. 

15)

Rate
HUL’s
service
out
of
10

 
RESPONSE %6 57 228 289 2610 19 
 
 
 As
we
can
see
from
the
table,
most
respondents
quantified
their
satisfaction
by
giving
 a
good
rating
to
HUL’s
service.
The
opinion
was
mostly
divided
between
7,8
and
9
 which
shows
that
a
large
population,
more
than
3/4th
is
very
satisfied
with
their
 overall
service.
A
perfect
10
given
by
19%
respondents
also
strengthens
this
point.

 
 
 

16.
Aspects
where
the
service
lags
 
Most
respondents
were
of
the
view
that
replacing
the
damaged,
outdated
products
was
a
major
issue,
which
often
caused
losses
to
SVS
owners.
Other
than
that,
since



 43
  • 52. the
product
line
of
HUL
is
so
diversified,
a
lag
in
availability
of
all
products
all
the
time
is
understandable.
Other
than
that
the
respondents
feel
that
the
overall
service
is
quite
satisfactory
and
praiseworthy.
HUL
clearly
distinguishes
its
service
from
any
other
FMCG
and
lives
upto
its
brand
comfortably.
 





17.
Improvements

sought:
 
Since
most
of
the
respondents
seemed
satisfied
with
HUL,
only
thing
they
wished
to
be
better
was
the
replacement
policies
of
the
FMCG
which
if
carried
out
in
a
more
retailer
friendly
 manner,
 would
 reap
 more
 confidence
 and
 satisfaction
 for
 retailers
 with
 the
FMCG
major.

 

PepsiCo:
 
Regarding
Pepsi,
there
were
mainly
three
kinds
of
respondents:
 1. 
ONES
THAT
ARE
CURRENTLY
STOCKING
IT:
 Most
 customers
 expressed
 verbal
 dissatisfaction
 with
 the
 service
 of
 Pepsi
 w.r.t.
a)
the
time
lag
between
order
and
delivery
 b)
the
policy
of
refrigerators,
 c)
their
schemes
 d)
frequency
of
salesman
visit.
 But
 they
 also
 agreed
 that
 it
 is
 a
 kind
 of
 product
 that
 sells
 automatically
 in
 their
stores
and
if
the
above
points
are
taken
care
of,
they
would
be
rather
 more
impressed
and
satisfied
with
the
company.

 

 2. ONES
THAT
WERE
PREVIOUSLY
STOCKING
IT:
 
 
 
 44
  • 53. Due
 to
 all
 the
 factors
 listed
 above,
 the
 respondents
 that
 were
 previously
 stocking
it
discontinued
with
the
same.
 Here
we
can
compare
and
contrast
the
services
and
satisfaction
of
HUL
and
 PepsiCo
wherein
the
current
project
draws
footsteps
for
Pepsi
to
be
followed
 to
 let
 itself
 live
 up
 to
 its
 brand
 name
 and
 increase
 the
 confidence
 and
 satisfaction
among
the
retailers.
 
 3. ONES
THAT
ARE
READY
TO
STOCK
IT:
 A
 lot
 of
 SVS
 stores
 visited
 are
 ready
 to
 stock
 Pepsi
 since
 they
 believe
 that
 there
 is
 a
 lot
 of
 demand
 for
 it
 in
 their
 store
 and
 the
 product
 is
 something
 which
sells
automatically.
This
shows
the
image
Pepsi
still
has
among
these
 retailers
and
how
much
they
trust
the
brand.
 







4.



ONES
THAT
NEITHER
STOCK
CURRENTLY,
HAVE
STOCKED
BEFORE,
NOR













 WISH
TO
STOCK
:
 

There
were
some
respondents
who
stated
that
they
were
very
satisfied
with
 there
 grocery
 business
 and
 felt
 that
 soft
 drinks
 is
 not
 something
 they
 wish
 to
 take
up.
Some
such
retailers
cited
lack
of
space
which
was
already
preoccupied
 by
 a
 lot
 of
 kirana
 bags
 carelessly
 kept
 all
 over
 the
 place.
 Some
 retailers
 also
 stated
 that
 since
 they
 were
 keeping
 Cola
 Cola
 there
 was
 hardly
 any
 need
 for
 them
 to
 invest
 in
 Pepsi.
 Here
 we
 can
 see
 that
 Coca
 Cola
 already
 has
 the
 first
 mover
advantage
wherein
retailers
who
can
invest
in
one
soft
drink
brand
are
 consciously
taken
care
of
by
Coca
Cola.

 
 
 
 
 
 
 
 
 
 
 45
  • 54. CHAPTER 6:RECOMMENDATIONS
 








Based
on
the
study
following
is
my
list
of
recommendations
for
Pepsi:

 • HUL
is
thriving
on
success
and
the
parameters
evaluated
closely
suggest
 that
Pepsi,
though
it
has
a
good
distribution
network
of
sales
staff
needs
 to
strengthen
it
in
a
way
to
minimize
the
time
interval
between
placing
of
 order
and
its
arrival
with
the
retailer.
 






This
 can
 be
 carried
 out
 by
 following
 an
 efficient
 order
 booking


















 system
as
carried
out
by
Coca
Cola,
which
ensures
faster
deliveries.
 
 • Pepsi
needs
to
acknowledge
that
its
complete
product
line
must
be
made
 available
in
markets
where
demand
is
huge
and
players
are
less.
A
lack
in
 performance
 here
 has
 led
 the
 market
 share
 of
 Coca
 Cola
 reach
 to
 such
 great
heights.
 
 • A
regular
visit
by
the
salesman
as
well
as
officials
like
C.E.
or
A.D.C.
goes
a
 long
 way
 in
 establishing
 a
 rapport
 and
 identifying
 the
 problems,
 if
 any,
 that
the
retailer
is
facing.
As
they
say
that
“Out
of
Sight
is
Out
of
Mind”,
 retaining
a
dealer
is
directly
related
to
the
fact
that
he
feels
recognized
by
 the
officials.
 
 
 

 
 
 
 
 
 
 
 
 46
  • 55. CHAPTER 7:CONCLUSIONIn this report an effort was made to analyze the effectiveness of SVS retail outlets inLucknow. In this regard, the major concern for the project was to understand the parametersthat HUL performs well in, which can be an understanding for PepsiCo for the newerbusiness developments. The study concluded that following aspects of service by HUL arehighly regarded by the retailers: • Interaction with salesperson • Frequency of his visit • Quality of products • Visit of Area Sales Manager (A.D.C), Accounts Development Officer (A.D.C) • Providing accessories • Product Availability • Enrolling dealer in schemesHowever, • Replacement of outdated stock • Changing faulty accessories • Availability of products in sufficient quantity, still remain to be problems currently.This study has intended to capture the mindset of SVS retail outlet owners by the way ofaudit and survey. The study has helped to uncover the fact that HUL’s SVS store owners arequite satisfied with the service and offerings of HUL and also helped to locate the factors ofits incredible performance.This insight will go a long way with the marketing department of PepsiCo and help thememploy it in context of their business. The study also helped develop new business forPepsiCo wherein around 15 stores agreed to stock Pepsi after convincing them with theofferings. Some major recommendations, which PepsiCo should take, are: • Steps to improve the time management of stock. • Steps to enhance the service offered at these stores. • Increase the frequency of salespersons and C.E., A.D.C. • To keep their product line in order with the dealers. Overall the study was able to achieve the set objectives. 47
  • 56. CHAPTER 8 ANNEXURES QUESTIONNAIRE
for Understanding and analyzing the working of HUL SVS –as potential for PEPSICO’s LRB (Questionnaire
for
retailers)
 Supervisor:
Rahul Srivastava(MDC,PEPSICO Lucknow) 
Respected
Sir,The
questionnaire
is
being
supplied
to
you
for
“Understanding
and
analyzing
the
working
of
HUL
SVS
–as
potential
for
PEPSICO’s
LRB”

Please
 read
 the
 questions
 and
 give
 your
 responses
 by
 the
 tick‐mark
 on
 one
 of
 the
alternative.
Your
responses
would
be
kept
confidential.
They
will
be
used
only
for
the
research
purpose.
Q1.
Do
you
purchase
the
soft
drinks
for
your
shop?










 































[

]


Yes






















[

]




No
Q2.
Which
soft
drink
you
would
like
to
purchase
more
in
quantity?

 




















[

]

PepsiCo
















[

]




Coca‐Cola
 
Q3.
Rank
the
following
carbonated
drinks
according
to
your
preference











[

]

Pepsi










[

]

7UP










[

]

Mirinda










[

]

Mountain
Dew
 48
  • 57. Q4.
Rank
the
following
non‐carbonated
drinks
according
to
your
preference









[

]

Tropicana
Nector









[

]

Tropicana
Twister









[

]

Slice
ANSWER
THE
FOLLOWING
QUESTIONS
WITH
RESPECT
TO
Hindustan
Unilever
Limited
Q5.

Do
you
believe
that
service
is
the
most
important
criteria
for
rating
a
FMCG
brand?
[

]
Strongly
Agree











[

]
Agree







[

]


Neither
Agree
Nor
Disagree









[

]




Disagree

















[

]

Strongly
Disagree
Q6.
 Are
you
satisfied
by
service
given
by
salesman?

 [

]

Always












[

]

Mostly












[

]

Sometimes













[

]

Rarely












[

]

Never
 
Q7.
 What
type
of
interaction
you
having
with
salesman
?










Formal

__















__
















__

















__

Friendly



































Q8.
 What
is
the
frequency
of
salesman’s
visit
at
your
counter?












[

]

Regular

 49
  • 58. 











[

]

Frequent













[

]

Irregular












[

]

Rarely












[

]

Never
Q9.

Are
you
satisfied
with
company’s
products
and
their
quality?












[

]


Always







































[

]


Mostly












[

]


Sometimes

















[

]


Rarely












[

]


Never
 
Q10.
Does
salesman
easily
change
your
damaged
or
outdated
stock?













[

]


Always








































[

]


Mostly













[

]


Sometimes


















[

]


Rarely













[

]


Never
Q11.
Does
the
company’s
C.E.
and
ADC
visit
your
counter
regularly?













[

]
 

Yes















[

]






No















[

]






Sometimes
 50
  • 59. Q.12
Does
Company
provides
you
enough
accessories
(helping
tool)?













[

]


Always








































[

]


Mostly













[

]


Sometimes


















[

]


Rarely













[

]


Never
Q.13
Please
indicate
how
strongly
you
agree
or
disagree
with
the
following
statement
about
company’s
service?
1.
Meeting
with
salesman
creates
a
healthy
environment:
[

]

Strongly
agree


[

]
Agree


[

]
Somewhat
agree



[

]
Disagree












[

]


Strongly
disagree



2.
Availability
of
all
type
of
products
at
a
time.
[

]

Strongly
agree




[

]


Agree






[

]




Somewhat
agree

































































[

]


Disagree
















[

]






Strongly
disagree

3.
Availability
of
products
in
sufficient
quantity.
[

]

Strongly
agree




[

]



Agree






[

]




Somewhat
agree






















[

]


Disagree













[

]





Strongly
disagree





4.
Enrolled
you
in
company’s
various
plans.
















































[

]

Strongly
agree




[

]



Agree






[

]




Somewhat
agree






















[

]

Disagree













[

]






Strongly
disagree





















5.

Solve
your
problem
in
very
short
time.
 51
  • 60. [

]

Strongly
agree




[

]



Agree






[

]




Somewhat
agree























[

]

Disagree













[

]



Strongly
disagree





6.
Change
company’s
faulty
accessories
immediately.
[

]



Strongly
agree

[

]




Agree





[

]




Somewhat
agree































[

]



Disagree










[

]Strongly
disagree





















7.
In
total,does
the
service
of

company
match
your























expectations?
[

]



Always



[

]

Mostly



[

]

Sometimes




[

]Rarely





[

]Never

Q.14
Are
you
satisfied
with
the
schemes
given
along
with
products?
[

]



Always



[

]

Mostly



[

]

Sometimes




[

]Rarely





[

]Never

 Q.15
How
would
you
rate
HLL’s
service?

 1



_





_





_





_





_





_





_





_



10
 
Q.16
Where
do
you
feel
its
lagging?
 
Ans.


Q.17
Do
you
want
any
improvements
company
in

 52
  • 61. Time Management Service




















Scheme





























Interaction
How,specify:



Interest
in
Pepsi
:















 53
  • 62. 
 SVS OUTLET DETAILS(LUCKNOW) OUTLET NAME OWNER S.No Address1 Address2 Locality NAME NEAR HEVET SHOP NO DANDAIYA 1 ARUN KIRANA ALI GANJ POLYTECHNIC ARUN GUPTA 15 BAZAR ALI GANJ GATE ADARSH SHOP NO NEAR HANUMAN ANKUR 2 INDIRA NAGAR INDIRA NAGAR GEN.&BAKERS 15/220 MANDIR AGARWAL SHOP NO Opp E Block Subzi PAWAN KM. 3 AGARWAL E 1216 RAJAJIPURAM RAJAJI PURAM Mandi AGARWAL ENTERPRISES Block SHOP NO MAIN MARKET, Near Chandan NITIN 4 ALAM BAGH 43 A NATKHERA Nagar Mandir AGARWAL AGARWAL OIL MAIN MARKET, SHOP NO SURENDRA 5 NATKHERA ALAM BAGH Near Meat Market 551/SHA/16 SINGH AMAN STORE ROAD SHOP NO E BLOCK Near Purana NALIN 6 RAJAJI PURAM E S-39 MARKET Tempo Stand AGARWAL Annapurna Bhandar Old picnic spot SHOP NO 7 ANURASHAN STORE road, INDIRA NAGAR SURIYA ENCLAVE ANNU D3022 Munshipullia Shop No48 ADARSH NAGAR 8 ALAM BAGH Near Tedhi Puliya Rajesh Kumar A TEDIPULIA APNA STORE ARORA SHOPPING SHOP NO NEAR LDA DEEPAK 9 DEPARTMENTAL COMPLEX VIVEK GOMTI NAGAR A1 OFFICE ARORA STORE KHAND-4, BANGLA BAZAR BANGLA UMAKANT 10 ASHIYANA SUPER NA Near State Bank JAIL ROAD BAZAR JAISWAL MARKET ASHOK Shop No GURMANDI 11 Ashok Provision SAHADATGANJ NEAR GURMANDI KUMAR 361/143 SADATGANJ Store GUPTA Shop No S- GOLE MARKET 12 BALDEV STORE MAHA NAGAR Near Post office BABLU 64 MAHANAGAR NEAR DALIGANJ NARESH 13 Bansal Kitchen NA SitaPur Road Sitapur Road RAILWAY AGARWAL CROSSING 54
  • 63. AMEEN NAJMUL14 Shop No 1 COMPLEX NAKKHAS Near J&K Bank HASAN BEAUTY CARE NAKHAS SHINGAR Shop No Near Shringar15 NAGAR, Kanpur ALAM BAGH TILAK CHAND 565/30 Kha nagar Gate BILLEY PANSARI road JANKIPURAM NEAR 60 FITA16 BUDHIRAM STORE NA Jankipuram LALIT TIWARI VISTAR ROAD NEAR SHYAM CHANDAN GEN ALIGANJ RAJESH17 NA ALI GANJ MISTHAN STORE DADAIYA BAZAR GUPTA BHANDAR CHOUDHARY Shop No C- VIVEK KHAND 2, NEAR PANI KI SANJAY18 GOMTI NAGAR DEPARTMENTAL 16&17 LDA MARKET TANKI CHOUDHARY CHOURASIA Shop No NEAR NEEL MANSHA RAM19 VIVEK KHAND GOMTI NAGAR TRADERS 3/117 KANTH SWEET CHOURASIA Shop No NEW NAKKAS CHAWAL Wali20 CLASSIC GENERAL NAKKHAS S U AHAMED 185 MARKET GALI STORE KHAJANA Shop No Near Bangla Bazar21 MARKET, ASHIYANA S.S ARORA GF 12 road DAILY NEED ASHIYANA JEET PLAZA NEAR RAM-RAM DASHMESH PRO Shop No LAKHAVINDRA22 RAM RAM BANK ALI GANJ BANK STORE LGF 36 SINGH CHOURAHA CHOURAHA KHUN KHUN JI23 DEVI DASS OM NA CHOWK Near SBI Bank PREM KUMAR ROAD CHOWK PRAKASH NEAR ASHIYANA DINESH24 DINESH GENERAL na SEC I ASHIYANA LDA COLONY CHOURAHA KUMAR STORE NEAR GANESH GEN ARIF CHAMBER25 Shop No 8 ALI GANJ MAHALAXMI B L JETLI STORE SEC Q SWEETS NAVEEN shop noS- MARKET MUNSI MUNSI PULIA RAJESH26 GINNI PRO STORE INDIRA NAGAR 1/K-2 PULIA CHAURAHA AGARWAL CHAURAHA SHOP NO- JANTA MARKET, OPP JANTA GIRISH27 GIRISH GEN STORE GOMTI NAGAR 9 A-2/38&37 VINAY KHAND 2 MARKET KUMAR Anwar Villa28 NA Building, Tulsi TOORIYA GANJ Near Machli Mandi AMIT KUMAR Gomti Prasad Das Marg NEAR NISHAT SHOP NO29 GOOD BAKERY NISHAT GANJ NISHAT GANJ GANJ TEMPO NIKHIL KUMAR S/40 STAND Shop No C VIVEK KHAND 2 Near Neel Kanth RAJESH30 GUPTA GEN STORE GOMTI NAGAR 12 LDA MARKET Sweets GUPTA 55
  • 64. SHOP NO SECTOR G LDA Sector D KUMUD31 GURUNANAK LDA COLONY MDS 31 Colony Chouraha BHATIA BAKERS FAIZABAD ROAD NEAR NEEL GIRI32 In & Out Store NA INDIRA NAGAR NA RAVINDER PLLI COMPLEX JAI VIJAY TRADING Shop No Near Husain Ganj SANJEEV33 DALIGANJ DALI GANJ CO. 151 Police Chowki GUPTA BALAGANJ SHOP NO- Near Balaganj ANOOP34 JAISWAL CHOURAHA BALA GANJ 439/147 Police Chowki JAISWAL PROVISION STORE HARDOI ROAD KAILASH PRO& gen. MAHESH Shop No W SEC A NEAR FATIMA35 STORE/Laxmi MAHA NAGAR KUMAR 12 MAHANAGAR HOSPITAL Traders MITTAL Near Ameena RAMESH SABJI MANDI36 KASTOORI DI NA AMINA BAD Badh Police CHANDRA AMINABAD HATTI Chowki PAHWA Shop No NEAR LANGRA37 KHALSA PROVISION T K ROAD ALAM BAGH RANVIR SINGH 138 FAATAQ STORE WATER WORKS NR SWARUP VIRENDRA38 KHUSHI TRADING NA AISHBAGH RD COLD STORAGE AGRAWAL COMPANY Subzi Mandi, AMINABAD RAJESH39 KUNDAN KIRANA NA AMINABAD AMINA BAD THANA PAHWA STORE ROAD NEAR DENA JAIL ROAD BANGLA PRADEEP40 NA BANK BANGLA BANGLA BAZAR BAZAR KUMAR KWALITY KING BAZAR SHOP NO Near Meena41 MAA ASHA RAJAJIPURAM RAJAJI PURAM RAJ KUMAR C-2009 Bakery TRADERS NEAR MANAS Shop No M INDAR LOK KRISHNA42 MAA DURGA NAGAR SUB AJAY KUMAR 62 COLONY NAGAR KIRANA POST OFFICE NEAR BHADEWA ASHOK43 NA KHALA BAZAR TOORIYA GANJ EXCHANGE KUMAR MANOHAR G STORE NEAR CENTRAL MANOKAMNA GEN Shop No DINESH44 INDIRA NAGAR INDIRA NAGAR ACADEMY STORE 9/159 KUMAR SCHOOL GALLA MANDI RAM AUTAR45 MATHURA PRASAD NA NARHI Galla Mandi NARHI AGARWAL SHOP NO PRAGATI BAZAR NEAR SAHARA46 MOVE N PICK ALI GANJ ANANDEEP 36 L ,KAPOORTHALA OFFICE MUKESH PURAN NAGAR, Puran Nagar47 DEPARTMENTAL732- NA ALAM BAGH SANJAY KANPUR ROAD Chouraha D-D 56
  • 65. Shop No NEW AZAD Near Lekhraj48 NASIR GEN. STORE INDIRA NAGAR BASIR S/23 MARKET, HAL Dollar T K ROAD, ALAM Shop No Near Shivam DEEPAK49 NATH PROVISION BAGH ALAM BAGH 45 resturant MEHTA STORE CHOWRAHA SHOP NO NAVEEN50 NAVEEN RAJAJIPURAM RAJAJI PURAM Near SKD Plaza E 1399 AGARWAL ENTERPRISES NAVEEN GEN Shop No SECTOR 3 , VIPIN51 VIKAS NAGAR Near PNB bank STORE 3/175 VIKAS NAGAR AGARWAL Shop No SHANDHI TOLA SUNIL52 NAVEEN GENERAL CHOWK Near Kaliji Mandir 325/46 CHOWK AGARWAL STORE SEC 14 / 2 SAGAR DEEP SAGAR DEEP VINAY KUMAR53 NEHA PRO. STORE SHOP NO.2 INDIRA NAGAR COMPLEX, COMPLEX GUPTA MUNSHIPULLAI T K ROAD, NEAR ALAMBAGH GYAN54 New SHRI ASHUDA Shop No 1 ALAMBAGH ALAM BAGH CHOURAHA CHANDRA RAM CHOWRAHA NEW MAMTA GEN Shop No TERI PULIYA NEAR SABJI ANURAG55 ALI GANJ STORE. 652 KURSI ROAD II MANDI KAPOOR Shop No Near Ghas mandi56 OM PRAKASH & PADMA BHAWAN THAKURGANJ SONU 439/92 Chouraha BROTHERS SHOP NO RAI BARELI NEAR OVER PANKAJ57 TELIBAGH 14,15,16 ROAD UTERATIA BRIDGE GUPTA P.K. PROV STORE NATKHERA NEAR ALAMBAGH PAWAN58 NA ALAM BAGH MARKET CHOURAHA KUMAR PAWAN KUMAR SHOP NO- HEEVET ROAD NEAR MERA MAN PREM NARAIN59 PREM PROVISION HUSSAINGANJ 30 HUSSAINGANJ HOTAL GUPTA STORE SHOP NO- NEAR CMS GOMTI60 PROVISION HOUSE VISHAL KHAND 1 GOMTI NAGAR SANTOSH 9 NAGAR Shop No Sringar61 RAHUL PROVISION KANPUR ROAD ALAM BAGH RAHUL 565 Nagar,ALAMBAGH STORE Shop No NEW AJAD Near Lekhraj62 RAJU GEN STORE INDIRA NAGAR RAJU S/15 MARKET Dollar RAKESH KIRANA RAKESH DANDAIYA Dandaiya Subzi63 STORE/ DIVVAM SHOP NO 3 ALI GANJ KUMAR BAZAR Mandi STORE GUPTA RAM ANNPURNA SECTOR 3 VIKAS NEAR RLB RAM BABU64 NA VIKAS NAGAR STORE NAGAR SCHOOL GUPTA 57
  • 66. INDRESH SHOP NO MANI MONTA65 RASTOGI Telibagh PGI MARKET KUMAR 42 MARKET PGI PROVISION STORE RASTOGI S L DEPARTMENTAL SHOP NO RAMA66 VIVEK KHAND 4 GOMTI NAGAR Near LDA Office STORE 3/195 SHANKAR Shop No C Near Anchali NARENDRA67 S STORE Alka Puri ALI GANJ 26 Vigyan Kendra SINGHAL OPP.NEELKANTH NEAR LAL UMESH68 NA BALA GANJ 9 HOSPITAL MASZID KUMAR S.S. TRADERS C BLOCK Shop No SECTOR 6 SANEEV69 RAJAJI PURAM SAPNA COLONY Sanjeev Provision 3728 SUBAM AGARWAL Store COMPLEX SANTOSH GEN Shop No NEAR NEERA SANTOSH70 ALIGANJ BAZAR Kursi Road STORE 532 K/7 NAURSING HOME GUPTA Shop No RANIGANJ, NEAR MOHAN71 SARJU PARSAD RANIGANJ ALOK SAHU 215/307 DUGANWA TOWER ASHOK KUMAR SHOP NO- THAKURGANJ Near Thakurganj VIPIN72 SATGURU GENRAL THAKURGANJ 439/114 HARDOI ROAD Thana JAISWAL STORE NEAR ALAM Shop No PARAMJEET73 T K ROAD ALAM BAGH BAGH 13 SINGH SATYAM STORE CHOWRAHA Shop No Near Naale Ki74 B BLOCK RAJAJI PURAM MANOJ SETH 38/17 Puliya Seth Provision Store MALVIYA NAGAR Near Atta Mill NEERAJ75 SHAKTI GENERAL NA AISHBAGH CHOURAHA Road KUMAR STORE Shop No NEAR ALAMBAGH NAVAL76 SHANKAR LAL KANPUR ROAD ALAM BAGH 551 JHA CHOURAHA KISHORE MURLIDHAR SHOP NO SHOPPING SHARMA GEN NEAR BATA77 BLOCK B CENTRE INDIRA NAGAR A K SHARMA STORE SHOWROOM 2/19 BHOOTNATH RAM BHAROSE RAM BHAROSE BABLU78 SHARMA Shop No 5 MKT. TELIBAGH Telibagh SCHOOL SHARMA PROVISIONS STORE RBL ROAD R.B.L ROAD NEAR ARYA SHOP NO NEW OM PRAKASH79 SHIV STORE ARYA KANNYA KANNYA 508/33 HAIDRABAD AGARWAL PATHSALA PATHSALA NEAR CENTRAL SHIVAM Shop No AKHILESH80 Munshi puliya INDIRA NAGAR ACADEMY ENTERPRISES 12/501 KUMAR SINGH SCHOOL C BLOCK Shop No Near Hanuman JOGINDAR81 SHIVAM GEN STORE GANESH INDIRA NAGAR 15/21 Mandir SINGH MARKET 58
  • 67. SHOP NO. T K ROAD Near Shivam KRISHAN 82 SHIVAM ALAM BAGH 38 ALAMBAGH resturant CHAND PROVISION740-D-D SHREE KESHAV SHOP NO. LEKHRAJ Near HAL Subzi PK 83 INDIRA NAGAR STORE 506 DOLLER Mandi KESHARWANI SHRI KRISHNA RAI BARELI Near Telibagh NIRMAL 84 PROVISION NA Telibagh ROAD,TELIBAGH Nehar AGARWAL STORE751-D-D Shop No D BLOCK SRI RAM 85 SHRI RAM RAJAJI PURAM Near PNB bank 595/16 MARKET (GOPAL) PROVSION STORE SHRI SHYAM SHOP NO- Lohia Nagar RAJEEV 86 SHRI PLAZA VIKAS NAGAR BAKERY &KIRANA L,G-1 CHOURAHA , AGARWAL SHOP NO NEAR E BLOCK 87 SHRI SHYAM E BLOCK RAJAJI PURAM SHRI SHYAM E950 SABZI MANDI GENERAL STORE SHOP NO AMARPALI 88 SINGH GEN. STORE INDIRA NAGAR Near Jain Mandir SUNNY 1 MARKET SiNghal Plaza, Near Railway VIRENDRA 89 SINGHAL STORE NA ALI GANJ Chandganj Crossing SINGHAL Shop No AMINABAD Deepak 90 GARBARJHALA AMINA BAD 112/9 THANA Agarawl SINGHAL STORE Shop No 529 PICKNIC SPOT KHA/113 KHURRAM NEAR GANDHI MANISH 91 SRI KRISHNA STORE ROAD KHURRAM SRI RAM NAGAR ASHRAM NAGPAL NAGAR DARBAR COMPLEX SHOP NO MAHANAGAR 92 SRI RAGAV STORE GOEL MARKET MAHA NAGAR M.P.AGARWAL S-40 NEAR RITZ Shop No SEC 12, NEAR JAMA GOPAL 93 THOK VYAPAR INDIRA NAGAR 12/660 MUNSIPULIA MASJID AGARWAL NEAR VIVEK VAIBHAV Shop No RAJESH 94 VIVEK KHAND 4 GOMTI NAGAR KHAND 4 LDA DEPARTMENTAL 4/408 GUPTA OFFICE 95 NA Nakhas NAKKHAS AKABARI GATE GUDDU VENUS STORE Shop No MILL ROAD Near Mavaiya 96 MAVAIYA VIJAY KUMAR 116 MAVAIYA Chouraha VIJAY Gen STORE


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 CHAPTER 9: REFERENCESBooks referred:Aaker, Kumar and Day (2006), Marketing Research, Wiley IndiaEdition, 7th edition.Kotler and Keller, Marketing Management (2005), Prentice Hall India,12th edition.Naresh K. Malhotra (2005), Marketing Research ,Eastern EconomyEdition, 4th edition.Websites referred:http://www.pepsico.inhttp://www.thetribune.comhttp://www.dnanetworks.comhttp://www.hindubusinesslinehttp://www.wikipedia.com 
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