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  • 1. A PROJECT REPORT +++++++++++++++ AS A PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION SESSION : 2005- 2007 SUBMITTED BY SUBMITTED TO: Agam Shanti Dubey Mr. Rakesh Singh MBA-III Semester Faculty of MBA Roll No: 0517270004 Lloyd Institute of Management & Technology, Knowledge Park-2, Greater Noida
  • 2. TABLE OF CONTENTS ACKNOWLEDGEMENT EXECUTIVE SUMMARY 1. COMPANY PROFILE • SWOT ANALYSIS OF COMPANY • MARKETING STRATEGY OF THE COMPANY 2. INTRODUCTION OF PROJECT • RESEARCH OBJECTIVE 3. RESEARCH METHODOLOGY 4. DATA ANALYSIS & FINDINGS 5. LIMITATIONS 6. RECOMMENDATIONS 7. CONCLUSIONS 8. ANNEXURE
  • 3. • QUESTIONNAIRE 9. BIBLIOGRAPHY ACKNOWLEDGEMENTACKNOWLEDGEMENT First of all. I thank almighty God for his goodness and lovingness. I thank him because he has given me a beautiful and wonderful chance and time, to express my sincere gratitude to all faculty members of Lloyd Institute of Management & Technology, thank to God because he has been helping me by giving good teachers and friends. Now I would like to thanks sincerely and grateful to my revered guide Mr. Rakesh Singh (Faculty-MBA) who is gem of my college and helped me in many ways in completion of this project. This project is the outcome of the great deal of co-This project is the outcome of the great deal of co- operation of the retailers and consumers. I am very grateful tooperation of the retailers and consumers. I am very grateful to Mr. ManmohanMr. Manmohan (TDM Ghaziabad Region)(TDM Ghaziabad Region) under whom I startedunder whom I started my summer training when he was ADC (Area Development Co-my summer training when he was ADC (Area Development Co- ordinator) of the Ghaziabad Depot (Varun Beverages Ltd.,ordinator) of the Ghaziabad Depot (Varun Beverages Ltd., Ghaziabad) andGhaziabad) and Mr. Vikas Gautam (Sr. Customer Executive)Mr. Vikas Gautam (Sr. Customer Executive) and Mr. Pankaj Sharma (Customer Executive)and Mr. Pankaj Sharma (Customer Executive) for their friendlyfor their friendly support as well as guidance.support as well as guidance. AGAM SHANTI DUBEY
  • 4. MBA-IIIMBA-III SemesterSemester EXECUTIVE - SUMMARY This project was undertaken during the summer Training. A great deal of effort has been put in preparing the questionnaire, in order to understand the market better {Ghaziabad}. Objectives: - 1. Extent to which merchandising assets are being used by the retailers in promoting the brands. 2. Market demand of Pepsi vis-à-vis Coca Cola and Thums up. 3. Market demand of Mirinda-O vis-à-vis Fanta 4. Market demand of Mirinda-L vis-à-vis Limca, Mountain dew, Sprite and 7up 5. Market demand of Slice vis-à-vis Maaza. 6. Market comparison of all the available brands of the soft drinks in the market. 7. Brands availability of Coca-cola and its brands vis-à-vis Pepsi and its brands.
  • 5. A BRIEF DESCRIPTION OF THE FINDINGS: 1. Extent to which merchandising assets are being used by the retailers in promoting the brands: - Retailer who are having DPS Boards / GSB and other display material like stands, posters etc. were selected. Display material on the retailers shop was given rank between 1, 2 and 3 according to their visibility. If the DPS Boards / GSB and other display material were found visible at first sight then they have been ranked '1st ', if they were found visible at second sight then they have been ranked '2nd ' otherwise '3rd '.In the similar fashion ranks were allotted to the refrigerators in the retailers shop. While entering each shop it was taken care that the display materials are properly ranked according to there visibility and incase of confusion, opinion of the consumers were taken. Those shops with GSB’s were visited during the evening in order to see there visibility. In these cases some
  • 6. glaring facts were found. (Areas which were looking like monopoly markets of Coca-Cola because of its Red-color during the day had altogether a different look in the evening. They turned into Pepsi monopoly during the evening because of the GSB's. Researcher have also tried to find out what are the difficulties retailers are facing on using these brands up to 100% of their strength. 2. Market demand of each of Pepsi’s product vis-à-vis to their competitor flavours in Coca-Cola's artillery: - For this, retailers were asked about the market demand of the different brands and they have been asked to rank the brands with respect to their competitive flavors. In this also some interesting facts came out like no lemon brand exists in front of Pepsi. Our Mountain dew, which we were thinking that it will be competing with Limca, actually it is grabbing the Coca-Cola's Sprite’s market and Pepsi’s, 7up's market. In case of Mirinda (O) and Coca-Cola's Fanta, Mirinda’s market is going up day by day. In case of mango drinks Slice even after entering the market so late has been able to quickly pick up with Maaza. From the day Tetra Slice has entered
  • 7. the market it has captured the market of Frooti. In case of Aquafina, Coca-Cola's Kinley stands nowhere but brands which are competing with kit are Paras, Bisleri, and Kingfisher. 3. Market comparison of all the available pickings of the soft drinks in the market: - In the market this study is done to find out that on which packing, company should concentrate more. From the day company has introduced its 200ml packs, Pepsi is more economical for the lower income grade consumers like Riksha-pullars and others. 4. Brands/ Pack availability of Coca-cola and its brands vis-à-vis Pepsi and its brands: - For this study, retailers were asked that how many bottles they are having in their fridge and how many of them are of the brand whose fridge they are
  • 8. having and about the capacity of their fridge. In spite of these findings Researcher have worked on some other things like retailers expectations from the company. He tried to find out how the company can increase the sales. In the answer to this some funny recommendations came up (some consumers recommended that Pepsi should change the percentage of the sweetening content of its cola drinks).
  • 9. About RKJ Group Welcome to our Group website, designed to open up our business and inform you about RKJ Group. With the rapid advancement of technology, the Internet is the most efficient way to give you up to date and easily accessible information. We hope you find this website a useful and effective way of learning more about RKJ Group. About us: It can be said with absolute certainty that the RKJ Group has carved out a special niche for itself. Our services touch different aspects of commercial and civilian domains like those of Bottling, Food Chain and Education. Headed by Mr. R. K. Jaipuria, the group as on today can lay claim to expertise and leadership in the fields of education, food and beverages. The business of the company was started in 1991 with a tie-up with Pepsi Foods Limited to manufacture and market Pepsi brand of beverages in geographically pre-defined territories in which brand and technical support was provided by the Principals viz., Pepsi Foods Limited. The
  • 10. manufacturing facilities were restricted at Agra Plant only. Varun Beverages Ltd. is the flagship company of the group. The group also became the first franchisee for Yum Restaurants International [formerly PepsiCo Restaurants (India) Private Limited] in India. It has exclusive franchise rights for Northern & Eastern India. It has total 46 Pizza Hut Restaurants & 1 KFC Restaurant under its company. We diversified into education by opening our first school in Gurgaon under management of Delhi Public School Society. The schools of the group are run under a Registered Trust namely Champa Devi Jaipuria Charitable Trust. Companies are medium sized, professionally managed, unlisted and closely held between Indian Promoters and foreign collaborators. The group added another feather to its cap when the prestigious PepsiCo “International Bottler of the Year” award was presented to Mr. R. K.
  • 11. Jaipuria for the year 1998 at a glittering award ceremony at PepsiCo’s centennial year celebrations at Hawaii, USA. The award was presented by Mr. Donald M. Kendall, founder of PepsiCo Inc. in the presence of Mr. George Bush, the 41st President of USA, Mr. Roger A. Enrico, Chairman of the Board & C.E.O., PepsiCo Inc. and Mr. Craig Our Success Weatherup, President of Pepsi Cola Company. Production of innovative, high quality retail branded beverages combined with world-class packaging. Driven by a management team with a relentless focus on achieving superior customer service, driving earnings improvement and increasing shareholder value.
  • 12. Our People At RKJ we are creating an environment where our employees enjoy a greater degree of empowerment - both individually and in their work teams. Our employees are equipped with the necessary tools, training and management backup for strong performance and accountability, as well as with an environment of open communication and involvement.
  • 13. Business Segments The RKJ Group is divided into three business segments- Beverage, Food and Education. It has a leading market position in each of its three business segments. Our balanced portfolio produced a solid business performance. Products and services which look to the future ensure that we will be well-placed in growth markets.
  • 14. FOOD The last decade has been a period of dynamic growth for non-alcoholic drinks and has witnessed completely new segment of the food market in India taking shape. To capitalize on the RKJ group’s significantly important relationship with Pepsi Foods, it decided to venture into Foods sector, which is second largest business for Pepsi all over the world. Fast food is the most happening things across the world. The group became the first franchisee for Yum Restaurants International [formerly PepsiCo Restaurants (India) Private Limited] in India. It has exclusive franchise rights for Northern & Eastern India. Out of 56 operational Pizza Hut restaurants in the country 27 restaurants are owned and run by its company. These restaurants are located at Defence Colony, Alaknanda, Vikas Puri, Green Park, Karol Bagh, New Friends Colony,
  • 15. Connaught Place, Basant Lok, Greater Kailash, Jaipur (2), Agra, Noida (2), Faridabad (2), Chandigarh (2), Ludhiana, Jallandhar, Amritsar, Gurgaon (3), Kushambi(Ghaziabd) and Kolkatta (2). All these restaurants are making good profits & are dominating the market. The name of business entity is varun International Private Limited. Ice Creams under “Candia” brand The group has its presence in the Ice Cream segment since 1991, when it started manufacturing and marketing Ice Cream under the brand name of “Gaylord” in the state of U.P. During 1996 it sold its brand to Brooke Bond and started supplying Ice Cream to Hindustan as their Ice Cream sourcing plant. After working for 10 years in this field, during launched its own brand in technical and marketing collaboration with Candia of France
  • 16. EDUCATION The R K J Group has been associated with excellence in education. It strongly believes that investment in quality care and education for young minds is essential for the future growth and development of our country. The group’s foray into the school education is intended to provide exceptional opportunities for the development of the academic abilities of the students. The schools run by the group encourage students to become creative, innovative and imaginative. They have a wide range of co-curricular activities, which are as important as the academic disciplines. School life merges with a plethora of activities to suit every schedule, talent and interest in the areas like indoor and outdoor games, swimming, art and culture, music and drama, Yoga and martial arts, community service, etc. The school's approach to education has been designed to ensure
  • 17. that the students realise their true potential and grow up to become complete individuals and responsible citizens. The group’s foray into pre-school education is in line with educational projects of the group. “We see no competition because pre-school education is a niche market. There is no specialized way of teaching pre-schoolers here”, says Jaipuria. The year 2001 witnessed the further spread of the group’s portfolio with the opening of its first school at Gurgaon under the management agreement with Delhi Public School Society. To expand in the field of education it opened its second school at Jaipur under the management of same society. The Group has entered into a join venture partnership with Modern Montessori International (MMI) Singapore, to open pre-school educational institutions across the country. Forming a new
  • 18. entity, Modern Montessori International (MMI) India in which the Group will have 51 per cent equity stake, the company invests Rs 200-crore investment in the Indian operations in the next five years. MMI India plans to open four schools by April 2004 and as many as 14 schools by 2005. The company will be opening its first school in Gurgaon. The long-term agenda includes The R K J Group has been associated with excellence in education. It strongly believes that investment in quality care and education for young minds is essential for the future growth and development of our country. The group’s foray into the school education is intended to provide exceptional opportunities for the development of the academic abilities of the students. The schools run by the group encourage students to become creative, innovative and imaginative. They have a wide range of co-curricular activities,
  • 19. VARUN BEVERAGES LTD. COMPANY PROFILE Varun Beverages Ltd. is a FOBO – Franchisee Oriented Bottling Operation of Pepsi, headed by Mr. Ravi jaipuria. Year of establishment 1993 Corporate Office F-34, Sec-6 Noida (U.P.) Manufacturing Facilities (a) Varun Beverages Ltd. Surajpur plant, Greater Noida (U.P.) (b) Agra Beverages Agra (U.P.) (C) Varun beverages, Jaipur (Raj.) Operating Are areas : Whole of east Delhi Noida, Ghaziabad, Haridwar, Agra, Aligarh, Mathura, Faridabad, Gurgaon, Ballabhgarh, Jaipur etc. Production Capacity 1400 Bottles Per Minute. (Surajpur Plant Greater Noida)
  • 20. VARUN BEVERAGES LTD. COMPANY PROFILE Mr.. R.K. Jaipuria who heads Varun Beverages Ltd. and has been adjudged Best Pepsi Bottler of the world for the current year. He was presented with the Donaid M. Kondell Bottler of the year award, the highest honour to any franchisee. He is thoroughly experienced in setting-up and running Pepsi Cola Bottling Plant in India. The past experience of the family in beverage industry is since the sixties when it had the first franchise at Agra. Family has in total 12 bottling plants in Indian and produces and markets 40% of the Pepsi requirement in India. The plants are located at Greater Noida, Jaipur, Delhi, Agra, Nagpur, Hyderabad, Raipur, Vishakapatnam, Guntur, Bhopal and Cuttack. Group also has got franchise for Kwality Walls Ice Cream from Brooke Bond Lipton India Limited. As Franchisee for Kwality Walls Ice Cream from M/s Brooke Bond Ltd 1.The group caters to the ice creams demand for the state of U.P… The group owns state-of- art facilities to manufacture Ice Cream at
  • 21. Agra. Recently Group has also signed a franchise agreement with Tricon Rstaurants (India) Pvt. Ltd., to start a chain of restaurants in northern India under the name of PIZZA HUT by opening 15 restaurants. The first four of its Restaurants are already operational at (i) Ganpati Plaza, M.I. Road Jaipur, Rajasthan (ii) Defence Colony, New Delhi (iii) Handicraft, Nagar Faterhabad Road, Agra and (iv) Connaught Place, New Delhi and are making profits. One other Restaurant at Sector-18 Noida (U.P.) will also be shortly opened for public. The Group companies are doing very well in terms of Profitability, Growth, Market leadership and enjoy good credibility with its business associated including Pepsi Foods Ltd., the companies enjoy substantial sales-tax exemptions under the local laws leading to additional profit margins. The beverage industry has withessed a phenomenal growth over the last four years necessitating capacity increase and building up to commensurate infrastructure to meet the business growth, which is accordingly matched.
  • 22. COMPANY PROFILE VISION OF THE COMPANY: Satisfying the end consumer, and provide value to each penny he is spending in buying cold drink. MISSION OF THE COMPANY: To provide quality soft drink to the consumer or market. PEPSI-COLA COMPANY, HEADQUARTERED IN NEW YORK IS THE GLOBAL BEVERAGE DIVISION OF PEPSICO. INC. Pepsi-Cola was founded at the turn of the century by Caleb Bradham, a New Bern, N.C. druggist who first formulated the beverage. Today, Brand Pepsi and other Pepsi-Cola North America products – including Diet Pepsi, Pepsi-One, Mountain Dew, Slice and Mug brands – account for nearly one-third of total soft drink sales in the United States, a
  • 23. consumer market totaling about $56 billion. Pepsi-Cola beverages are available in about 170 countries. Pepsi-Cola North America also makes and markets ready-to-drink iced teas and coffees, respectively, via joint ventures with Lipton and Starbucks. PepsiCo. Inc. is among the most successful consumer products company in the world, with 1998 revenues of over $22 billion and 151,000 employees. The company consists of: Pepsi-Cola Company, the world's second-largest beverage company Frito-Lay Company, the world's largest manufacturer and distributor of snack chips Tropicana Products, Inc., the world's largest marketer and producer of branded juices PepsiCo. Mission Statement:
  • 24. PepsiCo's overall mission is to increase the value of our shareholder's investment. We do this through sales growth, cost controls and wise investment of resources. We believe our commercial success depends upon offering quality and value to our consumers and customers; providing products that are safe, wholesome, economically efficient and environmentally sound; and providing a fair return to our investors while adhering to the highest standards of integrity.
  • 25. Environmental Commitment Pepsico. Inc. serves consumers in two major businesses: beverages and snack foods. The company consists of Pepsi-Cola Company, the world’s second largest beverage company, Tropicana Products, Inc. the world’s largest marketer and producer of branded juices and Frito-Lay Company, the world’s largest manufacturer and distributor of snack chips. Pepsico. brand names are among the best known and our operations reach every corner of the world. As a consumer products company, Pepsico. does not have the major environmental problems of heavy industry. Our biggest environ-mental challenge is packaging generated by our products. Packaging is important to public health and a critical component of the distribu-tion system that delivers products to consumers and commercial establishments. To meet both consumer demand and safeguard the environment, we recycle, reuse and reduce packaging wherever possible. Each business is also committed to responsible use of resources required in manufacturing our products.
  • 26. Pepsico. is proud of our environmental record. Each of our divisions and facilities is empowered to find solutions to its unique environ- mental challenges. This report addresses the environmental prin-ciples presented in our Code of Conduct and examines our progress. CORPORATE OVERVIEW: Pepsico. Inc. is among the most successful consumer products company in the world, with 1999 revenues of over $20 billion and 116,000 employees. The company consists of: Frito-Lay Company, the largest manufacturer and distributor of snack chips; Pepsi-Cola Company, the second largest soft drink business and Tropicana Products, the largest marketer and producer of branded juice. Pepsico. brands are among the best known and most respected in the world and are available in about 190 countries and territories. Some of Pepsico.'s brand names are 100 years old, but the corporation is relatively young. Pepsico. Inc. was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998.
  • 27. Pepsico.'s success is the result of superior products, high standards of performance, distinctive competitive strategies and the high integrity of our people. Our overriding objective is to increase the value of our shareholders' investment through integrated operating, investing and financing activities. Our strategy is to concentrate our resources on growing our businesses, both through internal growth and carefully selected acquisitions. Our strategy is continually fine-tuned to address the opportunities and risks of the global marketplace. The corporation's success reflects our continuing commitment to growth and a focus on those businesses where we can drive our own growth and create opportunities.
  • 28. PEPSICO. HEADQUARTERS: Pepsico. Inc. World Headquarters is located in New York City. The seven-building headquarters complex was designed by Edward Durrell Stone, one of America's foremost architects. The building occupies 10 acres of a 144-acre complex that includes the Donald M. Kendall Sculpture Gardens, a world acclaimed sculpture collection in a garden setting. The collection of works is focused on major twentieth century art, and features works by masters such as Auguste Rodin, Henri Laurens, Henry Moore, Alexander Calder, Alberto Giacometti, Arnaldo Pomodoro and Claes Oldenberg. The gardens were originally designed by the world famous garden planner, Russell Page. The grounds are open to the public, and a visitor's booth is in operation during the spring and summer.
  • 29. BEVERAGES Pepsi-Cola Company: Pepsico.'s beverage business was founded at the turn of the century by Caleb Bradham, a New Bern, NC druggist who first formulated Pepsi- Cola. Today consumers spend about $32 billion on Pepsi-Cola beverages. Brand Pepsi and other Pepsi-Cola products - including Diet Pepsi, Pepsi-One, Mountain Dew, Slice and Mug brands - account for nearly one-third of total soft drink sales in the United States, a consumer market totaling about $58 billion. In 1992 Pepsi-Cola formed a partnership with Thomas J. Lipton Co. Today Lipton is the biggest selling ready-to-drink tea brand in the United States. Outside the United States, Pepsi-Cola Company's soft drink operations include the business of Seven-Up International. Pepsi-Cola beverages are available in about 160 countries.
  • 30. Pepsi-Cola provides advertising, marketing, sales and promotional support to Pepsi-Cola bottlers and food service customers. This includes some of the world's best-loved and most recognized advertising. New advertising and exciting promotions keep Pepsi-Cola brands young. The company manufactures and sells soft drink concentrate to Pepsi- Cola bottlers. The company also provides fountain beverage products.
  • 31. Pepsico. Products: Pepsico. has hundreds of brands. These are some of the best known. Pepsi-Cola Brands Pepsi-Cola Diet Pepsi Mirinda Mountain Dew Lipton Teas (Partnership)
  • 32. Aquafina Water 7 Up (utside USA) Slice Tropicana
  • 33. INDUSTRY PROFILE (INDIA) Pepsi, for once on the defensive, is getting lucky – the men in blue aren’t just looking cute, they’re rocking.” The glass will not crack this summer. Crates will not melt either, as coke and Pepsi vow to keep them chilled and moving all the time. There’s frenzied excitement at Pepsi. This year, believe analyst, will be different. After all, soft drinks have hit the magical price point of Rs 5. And the two cola majors see hords of sticky consumer looming large. The agenda before the two cola giants is to expand the market, rather than indulge in a muddy street fight. For years, soft drink rivals have been gnawing at each other, sneering at each other’s claim and counter claim, comparing market shares, finding flaws in the methodologies of retail audits – and making a noise about them, whenever they are favorable. In this age old rivalry there was little for consumers to cheer about.
  • 34. They found it about as interesting as you’d find a neighborhood brawl. But something changed a few months ago. In October last year coke slashed price by an aggressive 15 to 25 %, forcing Pepsi to follow Suit. It becomes a price war that gave consumers a reason to smile. It was not easy for either player. They could do it only by packing efficiency into their operations: cost cutting and restructuring to withstand price cuts. Coke and Pepsi want to use their new pricing to drive growth, slurping up new consumers and penetrating deeper into the existing market. The winner will clearly be the one that gain initial advantage in the race and make no mistake, the gain could well decide the fate of the brand over the long term, but the two rivals believe that the fight over the new consumer base may turn out fiercer. Current situation is that the soft drinks have hit the magical price of Rs. 5; agenda is to expand the market penetration deeper into the existing one.
  • 35. KEY POINTSKEY POINTS BASIS COKE PEPSI 1) Strategies used 2) Investment 3) Advertisin g 4) Brand Range 5) New Launch  Firstly, it reduced the price to Rs.5 for 200ml to attract new customer with rural market support by making it available at the price of Tea, Coffee etc.  Rs 1000 crore for capacity expansion and infrastructure.  Thanda Matlab Coca Cola  Paach matlab Chota Coke  Jo chaho ho jaaye coca cola enjoy - By Amir Khan as a Brand AMBAssador  Coca-Cola  Thums-up  Limca  Fanta  Chota Coke at Rs 5  It followed that to catch new consumer and to increase availability of product to satisfy demand which finally will lead to have in- depth penetration in homes.  Rs 400 crore for capacity expansion and infrastructure.  Yeh Dil Maange More -By Sachin Teldulkar as a Brand AMBAssador  Pepsi  Mirinda  7-up  Mountain Dew  500 ml Pepsi ( Diet Pepsi)  Mountain Dew  2 liter PET Bottle
  • 36. COMPANY PROFILE: - VISION OF THE COMPANY Satisfying the end consumer, and provide value to each penny he is spending in buying cold drink. MISSION OF THE COMPANY To provide quality soft drink to the consumer or market. PEPSICO AT A GLANCE PepsiCo is a world leader in convenient foods and beverages, with revenues of about $25 billion and over 142,000 employees. The company consists of the snack businesses of Frito-Lay North America and Frito-Lay International; the beverage businesses of Pepsi-Cola North America, Gatorade/Tropicana North America and PepsiCo Beverages International; and Quaker Foods North America, manufacturer and marketer of ready-to- eat cereals and other food products. PepsiCo brands are available in nearly 200 countries and territories.
  • 37. Many of PepsiCo's brand names are over 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001. PepsiCo’s success is the result of superior products, high standards of performance, distinctive competitive strategies and the high integrity of our people. Our mission is to be the world's 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.
  • 38. SHAREHOLDERS PepsiCo (symbol: PEP) shares are traded principally on the New York Stock Exchange in the United States. The company is also listed on the Amsterdam, Chicago, Swiss and Tokyo stock exchanges. PepsiCo has consistently paid cash dividends since the corporation was founded.
  • 39. CORPORATE CITIZENSHIP PepsiCo believes that as a corporate citizen, it has a responsibility to contribute to the quality of life in our communities. This philosophy is put into action through support of social agencies, projects and programs. The scope of this support is extensive – ranging from sponsorship of local programs and support of employee volunteer activities, to contributions of time, talent and funds to programs of national impact. Each division is responsible for its own giving program. Corporate giving is focused on giving where PepsiCo employees volunteer. PEPSICO HEADQUARTERS PepsiCo World Headquarters is located in Purchase, New York, approximately 45 minutes from New York City. Edward Durrell Stone, one of America’s foremost architects, designed the seven building headquarters complex. The building occupies 10 acres of a 144-acre complex that includes the Donald M. Kendall Sculpture Gardens, a world acclaimed sculpture collection in a garden setting.
  • 40. Masters such as Auguste Rodin, Henri Laurens, Henry Moore, Alexander Calder, Alberto Giacometti, Arnaldo Pomodoro and Claes Oldenberg focus the collection of works on major twentieth century art, and features works. The gardens were originally designed by the world famous garden planner, Russell Page, and have been extended by François Goffinet. The grounds are open to the public, and a visitor's booth is in operation during the spring and summer. GLOBAL PARTNERS Frito-Lay North America and Frito-Lay International PepsiCo's snack food operations had their start in 1932 when two separate events took place. In San Antonio, Texas, Elmer Doolin bought the recipe for an unknown food product – a corn chip – and started an entirely new industry. The product was Fritos brand corn chips, and his firm became the Frito Company. That same year in Nashville, Tennessee, Herman W. Lay started his own business distributing potato chips. Mr. Lay later bought the company that
  • 41. supplied him with product and changed its name to H.W. Lay Company. The Frito Company and H.W. Lay Company merged in 1961 to become Frito-Lay, Inc. Today, Frito-Lay brands account more than half of the U.S. snack chip industry. PepsiCo began its international snack food operations in 1966. Today, with operations in more than 40 countries, it is the leading multinational snack chip company, accounting for more than one quarter of international retail snack chip sales. Products are available in some 120 countries. Frito-Lay North America includes Canada and the United States. Major Frito-Lay International markets include Australia, Brazil, Mexico, the Netherlands, South Africa, the United Kingdom and Spain. Often Frito-Lay products are known by local names. These names include Matutano in Spain, Sabritas and Gamesa in Mexico, Elma Chips in Brazil, Walkers in the United Kingdom and others. The company markets Frito-Lay brands on a global level, and introduces unique products for local tastes.
  • 42. Major Frito-Lay products include Ruffles, Lay's and Doritos brands snack chips. Other major brands include Cheetos cheese flavored snacks, Tostitos tortilla chips, Santitas tortilla chips, Rold Gold pretzels and SunChips multigrain snacks. Frito-Lay also sells a variety of snack dips and cookies, nuts and crackers. Pepsi-Cola North America and PepsiCo Beverages International Caleb Bradham, a New Bern, North Carolina druggist, who first formulated Pepsi-Cola, founded PepsiCo’s beverage business at the turn of the century. Today consumers spend about $33 billion on Pepsi-Cola beverages. Brand Pepsi and other Pepsi-Cola products – including Diet Pepsi, Pepsi-One, Mountain Dew, Slice, Sierra Mist and Mug brands – account for nearly one- third of total soft drink sales in the United States, a consumer market totaling about $60 billion. Pepsi-Cola also offers a variety of non-carbonated beverages, including Aquafina bottled water, Fruitworks and All Sport. In 1992 Pepsi-Cola formed a partnership with Thomas J. Lipton Co. Today Lipton is the biggest selling ready-to-drink tea brand in the United States.
  • 43. Pepsi-Cola also markets Frappuccino ready-to-drink coffee through a partnership with Starbucks. In 2001 SoBe became a part of Pepsi-Cola. SoBe manufactures and markets an innovative line of beverages including fruit blends, energy drinks, dairy- based drinks, exotic teas and other beverages with herbal ingredients.Outside the United States, Pepsi-Cola soft drink operations include the business of Seven-Up International. Pepsi-Cola beverages are available in about 160 countries and territories. Pepsi-Cola began selling its products internationally in 1934 with its operations in Canada. Operations grew rapidly beginning in the 1950s. In addition to brands marketed in the United States, major products include Mirinda and Pepsi Max. Pepsi-Cola North America includes the United States and Canada. Key international markets include Argentina, Brazil, China, India, Mexico, Philippines, Saudi Arabia, Spain, Thailand and the United Kingdom. PepsiCo Beverages International also produces, sells and distributes Gatorade sports drinks as well as Tropicana and other juices internationally.
  • 44. Pepsi-Cola provides advertising, marketing, sales and promotional support to Pepsi-Cola bottlers and food service customers. This includes some of the world's best-loved and most-recognized advertising. New advertising and exciting promotions keep Pepsi-Cola brands young. The company manufactures and sells soft drink concentrate to Pepsi-Cola bottlers. The company also provides fountain beverage products. Gatorade/Tropicana North America Anthony Rossi as a Florida fruit packaging business founded Tropicana in 1947. The company entered the concentrate orange juice business in 1949, registering Tropicana as a trademark.In 1954 Rossi pioneered a pasteurization process for orange juice. For the first time, consumers could enjoy the fresh taste of pure not-from-concentrate 100% Florida orange juice in a ready-to-serve package. The juice, Tropicana Pure Premium, became the company’s flagship product.In 1957 the name of the company was changed to Tropicana Products, headquartered in Bradenton, Florida. The company went public in 1957, was purchased by Beatrice Foods Co. in 1978, acquired by Kohlberg Kravis & Roberts in 1986 and sold to The Seagram Company Ltd. in 1988. Seagram purchased the Dole global juice business in 1995.
  • 45. PepsiCo acquired Tropicana, including the Dole juice business, in August 1998. Today the Tropicana brand is available in 63 countries. Principal brands in North America are Tropicana Pure Premium, Tropicana Season’s Best, Dole Juices and Tropicana Twister. Internationally, principal brands include Tropicana Pure Premium and Dole juices along with Frui'Vita, Loóza and Copella. Tropicana Pure Premium is the third largest brand of all food products sold in grocery stores in the United States.Gatorade sports drinks were acquired by the Quaker Oats Company in 1983 and became a part of PepsiCo with the merger in 2001. QUAKER FOODS NORTH AMERICA The Quaker Oats Company was formed in 1901 when several American pioneers in oat milling came together to incorporate. In Ravenna, Ohio, Henry D. Seymour and William Heston had established the Quaker Mill Company and registered the now famous trademark. Seymour wanted his product to be a symbol of honesty, integrity and strength. The figures of a man in Quaker clothes became the first registered trademark for breakfast cereal and remain the hallmark for Quaker Oats today. In Cedar Rapids,
  • 46. Iowa, John Stuart and his son, Robert, and their partner, George Douglas, operated the largest cereal mill of the time. Ferdinand Schumacher, known as "The Oatmeal King," had founded German Mills American Oatmeal Company in 1856. Combining The Quaker Mill Company with the Stuart and Schumacher businesses brought together the top oats milling expertise in the country as The Quaker Oats Company. The first major acquisition of the company was Aunt Jemina Mills Company in 1926, which is today the leading manufacturer of pancake mixes and syrup. In 1986, The Quaker Oats Company acquired the Golden Grain Company, producers of Rice-A-Roni. PepsiCo merged with The Quaker Oats Company in 2001. Its products still have the eminence of wholesome, good-for-you food, as envisioned by the company over a century ago.
  • 47. CAREER OPPORTUNITIES AT PEPSICO. WORLDWIDE HEADQUARTERS: Pepsico., Inc. is a worldwide leader in vast and growing markets: beverages, snack foods and juices. Our company's brands, which include Pepsi-Cola, Frito-Lay and Tropicana, are among the best known and most successful in the world. Our continued growth has created outstanding career opportunities for talented professionals in a variety of specialized fields at our corporate world headquarters, located in NEW YORK. We are always looking for good people in the areas of: • Information Technology • Treasury • Tax • Human Resources • Law • Accounting • Public Affairs
  • 48. • Audit all successful applicants share a commitment to Pepsico.'s goals and an ability to thrive in a fast-paced, results-oriented environment. In exchange, we offer a highly competitive compensation and benefits package.
  • 49. SWOT ANALYSIS STRENGTHS: • Company belongs to the FMCG sector so the demand will never die. • A large and strong distribution network. (In comparison to the other competitive brand Pepsi is having better reach to the market.) • Professional and dedicated manpower. (Starting from the higher-level management to the sales-man Pepsi’s employees is having great degree of dedication and professional attitude towards selling the products. On the other hand companies’ operational staff always try their maximum strength to meet the demand and utilize the recourses to maximum.) • More emphasis on market penetration (Companies efforts of providing the Pepsi and other products to the customer’s doorstep are working vis-à-vis wherever the transportation is not possible dealers are appointed).
  • 50. • In comparison to Coca-Cola’s red color, which is brighter and have more visibility Pepsi’s blue color provide sense of relax ness in the bright sunny day. • In the rural areas and outskirts of the city where there is maximum population is illiterate, Pepsi is having an edge. (As compared to Coca-Cola, pronouncing Pepsi is lot more easy reason for more demand of the Pepsi and its brands.) • More popularity among the kids and female youth. (Because of the sweetened taste Pepsi and its other brands attracts the kids and female more. Mirinda is found more popular among kids.). • Retain ability of the T.V. advertisements of Pepsi is far more in comparison to Coca-Cola. (Pepsi’s T.V. advertisement in which Sachin Tendulkar whistles at the end has maximum retain ability. Other than this world cup 2003 advertisement campaign that comprises of Sachin Tendulkar, Shane Warne and Carl Hooper, advertisement campaign which compraises of Amitabh Bachhan, Karina Kapoor and Adnan Sami and latest advertisements of Pepsi and Mountain Dew (Do the Dew) are very famous. On the other hand
  • 51. Coca-Cola’s advertisement campaign of “thanda matlab Coca-Cola” and Amir Khan’s five rupees ad have the maximum retainability.
  • 52. WEAKNESS: • Coca-Cola’s red color has more visibility than Pepsi’s blue color. (Because of the bright color of Coca-Cola it is more visible even from the distance as compared to Pepsi) • Pepsi’s sinages are far more scattered as compared to Coca-Cola. (Because of this at some places it looks that the market is captured by Coca-Cola.). • Low plant capacity because of which company is not able to meet its demand during the peak season (Varun Beverages India Ltd., Pepsi’s Greater Noida plant has one continuous assembly line for preparing tetra and four continuous assembly lines’ which are filling around 15,000 bottle/day, which is insufficient to complete the demand during the peak seasons.). • Lesser plant utilization during the off-peak seasons (During the winter season as the demand is very low, plant and resource utilization goes down.)
  • 53. • Lack of automaton in the administrative department in the plant, which results in wastage of time and sometimes in resources also. OPPORTUNITIES: • Demand is more than the production. (Because of the heat the demand of the soft drink raised drastically which is the good opportunity for the company a the rival brands are also finding it difficult to complete the demand. Therefore Pepsico.. has to increase the production.) • In the rural areas Pepsico.’s distribution network is far stronger vis-à- vis to any of the competitor. Therefore it is viable to make it more stronger, as this can restrict the entry of the other brands in the rural market. • Kids demand for the Mirinda more as compared to any other orange flavor soft drink brand.
  • 54. • With the launch of slice tetra Pepsico. has entered in to one more segment o soft drink beverages, which was more or less captured by the “Frooti” till now. THREATS: • Not able to meet the market demand during the peak season. (As the plant capacity is very low the company is not able to meet the existing demand during the peak seasons). • There is lot of complaints are coming up about the impurities or leakage of gas or leakage of carbonated water. (Within the last 30 days I met around 50 such complaints because of which retailers were very angry with the company). • There is no proper policy of distributing the merchandising assets of the company to the retailers. (Many of the retailers have so many things though their sales are low but few of them don’t have anything inspite of large sales.).
  • 55. MARKETING STRATEGIES 1) Pepsi sales club: This club is for the retailers. In this approach retailers are given some points once in a month depending upon how they are using the display material provided by the company to them. This material consists of Fridges, DPS Boards, Glow Sign Boards, Display Bottles (500ml. 1lt. 2lt, Commodity Packs, Stands, Posters etc. Depending upon these points retailers are rewarded by certain gifts from the company. The retailers are participating in these schemes curiously. But few of the retailers found furious and angry because they had lost the points because of miscommunication or lack of guidance. Therefore they need some kind of guidance from the company. It would be a better idea that our salesman who are distributing the beverages to the retailers can be equipped by the appropriate training so that they can guide the retailers about how to use their display material to 100% of their strength and able to tell about the new schemes convincingly.
  • 56. 2) Schemes: Pepsi Beverages India comes out with the schemes on their different products many times in a year. Most of these schemes are made to benefit the retailers. Some of the schemes are as follows: • 1 bottle of 2lt. free with one 2lt bottle pet. • 3 bottles of 500ml free with one 500ml bottle pet • 4 tetra packets of tetra slice mango free with one tetra 24 pieces of slice mango. • 1bottles of Aquafina free with one pet of Aquafina. These schemes keep on changing depending upon the stock. Beverages companies are giving these schemes despite of acute shortage of soft drink in every segment to meet the competition, to make sure the availability their brands and sometimes to satisfy and benefit the retailers and the end consumers.
  • 57. 3) Advertising: Through the consumers survey it has been proved that the T.V. commercials and sinages affect the consumer buying behaviour by approximately 70%. May be only Pepsico. is investing huge finances in the T.V. commercials and other sinages, big names of Indian film industries and sports hero’s are being proposed to become the brand promoters and brand ambassadors. Sachin Tendulkar, Amitabh Bachhan, Karina Kapoor and more are being offered huge amount for carrying out the promotions. Pepsi’s T.V. advertisement in which Sachin Tendulkar whistles at the end has maximum recall value. Other than this world cup 2003 advertisement campaign that comprises of Sachin Tendulkar, Shane Warne and Carl Hooper, advertisement campaign which comprises of Amitabh Bachhan, Karina Kapoor and Adnan Sami and latest advertisements of Pepsi and Mountain Dew (Do the Dew) are very famous. Few of the areas through which advertising is being done are as follows: • Television commercials • Posters • DPS boards
  • 58. • Glow Sign boards • Date calendars • Food and fizz • Space clube 4) Promotion through restaurants and cinema hall holdings: Pepsi co. is tying up with different chains of restaurants and fast food centers like Pizza Hut to promote the Pepsi and its other brands like Mirinda, Mountain Dew etc. these restaurants are authorized to keep and use the merchandising assets of Pepsi. Usually these kinds of restaurants and fast food chains are in contract with the Pepsi Co., so that they cannot promote any other brand. 5) Merchandising assets: Pepsi Co. also try to promote their brands by providing their retailers and dealers some display items. Some of such items are as follows:
  • 59. 1. Fridges 2. Pepsi/mountain due stands 3. Display bottles 4. Posters Pepsi Co. provide the above things to the retailers to use them in promoting companies brands and products, and provide refrigerators to the retailers in the hope that these retailers only use these assets in promoting the Pepsi’s products and they will chill the Pepsi’s products so that its products will always be available to the end consumers. But it is not true in most of the cases. Retailers usually use the merchandising asset of one company in such a way that it benefits another company. Sometime they do it unknowingly, sometimes they do it knowingly and sometimes because of the deficiencies of the company itself. These deficiencies are as follows: - 1. Irregularity of the salesman to the retailers shop. 2. Shortage of the different products and different packages. 3. Sometimes because of the rude behavior of the salesman.
  • 60. 6) Strengthen distribution network and promotions through word of mouth through sales man: Unlike the rival brand Coca-Cola, Pepsi Co. Basically depends upon its sales man for promoting and launching the new as well as old brands because instead of doing the business through dealer’s network like Coca-Cola, Pepsico. believes in making and maintaining relations with retailers directly. Therefore salesman is the very important part of Pepsico. marketing strategy.
  • 61. INTRODUCTION Every year with the start of summers in India the real race to quench the thirst of the consumers begins in the soft drink beverages industry. Every year millions participate in it, either in the hot sun or sitting at home watching their, sipping the soft drink and watching the newly launched advertisements. Soft drinks manufacturers in India face a number of major problems, such as distribution difficulties. Access to the 500,000 villages is limited due to the poor road network. Inconsistent tax policies, the prevalence of duplicates, hefty packaging costs and India's seasonal nature are other factors holding back growth. During New Year the two of the largest soft drink giants in India Pepsi and Coca-Cola start experiments with products, packages, flavors and prices in an effort to boost their market share. For this the biggies make huge investments in terms of advertising, setting up new and more productive and modernized plants, improving the distribution network to get better reach to the end consumer.
  • 62. One of the areas where these companies are making huge investments is merchandising. This is the area where companies try to get the maximum display in the consumer’s eyes at the retailers shop through refrigerators, glow signboards, DPS boards, stands, posters, display bottles etc. But the question arises that whether these retailers are making the proper use of these materials, which the company is providing them. Are they using these materials to their optimum level in promoting the product of the company that has provided them the merchandising material? Are the companies getting the optimum results of the investments they are making in this area? Researcher have tried to find out answers to the above questions in his research work, which researcher has conducted during his summer training during the partial fulfillment of his MBA programme. The objective of report is as follows: -
  • 63. RESEARCH OBJECTIVE • To find out to which extent merchandising assets are being used by the retailers in promoting the products of the Pepsi. • To find out market demand of Pepsi vis-à-vis Coca Cola and Thums up. • To find out market demand of Mirinda-O vis-à-vis Fanta • To find out market demand of Mirinda-L vis-à-vis Limca, Mountain dew, Sprite and 7up. • To find out market demand of Slice vis-à-vis Maaza. • To find out market comparison of all the available brands of the soft drinks in the market. • Brands availability of Coca-cola and its brands vis-à-vis Pepsi and its brands.
  • 64. RESEARCH METHODOLOGY Researcher began his survey with route riding, i.e. travelling along with the sales persons on his daily trip to service the retailers. Researcher asked the retailers about their uses of Pepsi merchandises and try to Asses the market share the Pepsi’s different brands. This is very important point as it gave me an inside view of the whole setup and further on during the planning of any of the promotions. Researcher was aware of the limitations and strengths of the environment he would be working in. The various methods and principles adopted are listed below: • Research Plan: Date sources: sources of information are as follows: (1) Primary sources Who’s the primary source?? Consumers are the primary source. (2) Secondary sources – Researcher collected secondary information from magazines.
  • 65. • Research Approach: Researcher followed one approach to collect the information (1) Survey – Researcher contacted the retailers in the market place to gather the relevant information.
  • 66. ROOT RIDING Sector- 23 Wall City Pratap Vihar Gandhi Nagar Sanjay Nagar Vijay Nagar Raj Nagar Maliwara Kavi Nagar Railway Station Highway IIHighway I Bus Stand Patel Nagar Lohiya Nagar Dealer RouteNandgramTurab Nagar Shastri Nagar Govindpuram Dadri RoadG.T Road
  • 67. Number of Retailers contacted – 400 Retailers. • Research instrument: Researcher used questionnaire as his instrument for conducting the survey. • Sampling Plan (1) Sampling unit – Retailers (2) Sampling procedure- Simple Random Sampling Procedure. • Contact Method Researcher personally contacted the retailers.
  • 68. DATA ANALYSIS & FINDINGS FFIGUREIGURE 11 Out of Coca-Cola and Pepsi Beverages India Limited whose GSB do you have ? PBI 11% Coca-Cola 14% Both 5% None 70% PBI Coca-Cola Both None  Out of the sample size which has been covered only 11 % of the shops had Pepsi’s GSB’s vis a vis to 14 % of Coca-Cola’s GSB’s.  14 % of the sample size had the GSB’s of both the major players of the soft drink industry.  70% of the sample size didn’t have any of the GSB’s displayed.
  • 69. FFIGUREIGURE 22 Ranking according to visibility - Pepsi ? 72% 14% 14% Rank 1 Rank 2 Rank 3 Ranking according to visibility - Coca Cola ? 49% 38% 13% Rank 1 Rank 2 Rank 3  72% of the shops having Pepsi GSB’s got the 1st rank according to their visibility status on the other hand only 14% of the retailers got the rank 2nd and 3rd each. This shows that retailers who got the GSB as display material from the company are using them satisfyingly.  49% of the shops having Coca-Cola GSB’s got the rank 1st according to their visibility status on the other hand 38% of the retailers got the rank 2nd and only 13% of the retailers got the rank 3rd . This shows that in comparison to Coca-Cola, Pepsico.’s GSB are being used in more proper way.
  • 70. FFIGUREIGURE 33 Out of Coca-Cola and Pepsi Beverages India Limited whose DPS Board do you have ? PBI 27% Coca-Cola 8% Both 3% None 62% PBI Coca-Cola Both None  Out of the sample size which has been covered 27 % of the shops had Pepsi’s DPS Boards vis -a -vis to 8 % of Coca-Cola’s DPS’s.  3 % of the sample size had the DPS Boards of both the major players of the soft drink industry.  62% of the sample size didn’t have any of the DPS Boards displayed.
  • 71. FFIGUREIGURE 44 Ranking according to visibility - Pepsi ? 82% 18% 0% Rank 1 Rank 2 Rank 3 Ranking according to visibility - Coca Cola ? 70% 18% 12% Rank 1 Rank 2 Rank 3  82% of the shops having Pepsico. DPS Boards got the rank 1st according to their visibility status on the other hand 18% of the retailers got the ranks 2nd and nobody got the 3rd . This shows that retailers who got the DPS Boards as display material from the company are using them satisfyingly.  70% of the shops having Coca-Cola DPS Boards got the rank 1st according to their visibility status on the other hand 18% of the retailers got the rank 2nd and only 12% of the retailers got the rank 3rd . This shows that in comparison to Coca-Cola, Pepsico.’s DPS Boards are being used in far more satisfyingly.
  • 72. FFIGUREIGURE 55  Out of the sample size, which has been covered 32 % of the shops, had Pepsi’s refrigerator vis a vis to 30 % of Coca-Cola’s refrigerator. This shows that percentage distribution of the refrigerator is almost equal for both the companies.  11 % of the sample size had the refrigerator of both the major players of the soft drink industry.  27% of the sample size didn’t have any of the company’s refrigerators; they are using their own refrigerators for the chilling purpose. Out of Coca-Cola and Pepsi Beverages India Limited Whose Refrigerator do you have ? PBI 32 % Coca-Cola 30% Both 11% Own 27% PBI Coca-Cola Both Own
  • 73. FIGURE 6FIGURE 6 Ranking according to visibility - Pepsi ? 68% 24% 8% Rank 1 Rank 2 Rank 3 Ranking according to visibility - Coca Cola ? 33% 67% 0% Rank 1 Rank 2 Rank 3  68% of the shops having Pepsico. refrigerators got the rank 1st according to their visibility status on the other hand only 24% of the retailers got the ranks 2nd and 8% of the retailers got the rank 3rd . This shows that retailers who got the refrigerators as display material from the company are not using them satisfyingly.  Only 33% of the shops having Coca-Cola refrigerators got the rank 1st according to their visibility status on the other hand 67% of the retailers got the rank 2nd and none of the retailers got the rank 3rd . This shows that in comparison to Coca-Cola, Pepsico.’s refrigerators are being used in far more proper way.
  • 74. FIGURE 7FIGURE 7 PBI, 4260 Coca-Cola, 3368 0 500 1000 1500 2000 2500 3000 3500 4000 4500 PBI Coca-Cola How many Bottles of PBI/ Coca-Cola do you have in your fridge PBI Coca-Cola
  • 75. FFIGUREIGURE  the Pepsico.’s refrigerators 44% of the Coca-Cola bottles were found. This shows that Pepsico.’s refrigerators are not being used to optimum by the retailers in promoting Pepsico.’s products. Availabity Comparision between Pepsi and Coca-Cola at the Outlets - using Pepsi Merchandising Asset PBI 56% Coca-Cola 44% PBI Coca-Cola
  • 76. FFIGUREIGURE 99 Reasons for not optimum use of Refrigerator / Ice Box at outlets ? Shortage 13% Problem of the Empty bottle 17% Irregularity of the Salesman 34% Other 36% Shortage Problem of the Empty bottle Irregularity of the Salesman Other
  • 77. FFIGUREIGURE 1010  While giving the reasons for not using the Pepsico.’s refrigerators 34% of the retailers blame it to the lack of regular services from the company (irregularity of the salesman), 17% of the retailers voted to the problem of the empty bottles of Pepsi Beverages India, 13% voted for the shortage of the different packing.  Despite of all the above reasons a huge segment 36% blame it to different other reasons for below optimum use of refrigerators.  Out of the 36% other major reasons low demand (33%) and lesser Other Reasons for low optimum use of Pepsi's Assets Low Demand 34% Smaller Fridge 33% Unfulfilled promises from the Company Representatives 22% Others 11% Low Demand Smaller Fridge Unfulfilled promises from the Company Representatives Others
  • 78. capacity refrigerators (34%) got the maximum share.  Despite of all the above there are even major number of retailers who lame it to the unfulfilled promises from the company professionals. FFIGUREIGURE 1111 Approximate sale of the retailer 0 10 20 30 40 50 60 70 80 90 100 0.5 to 2 3 to 5 6 to 10 More Than 10
  • 79. FFIGUREIGURE 1212 Approximate sale of the retailer 0.5 to 2 8% 3 to 5 46% 6 to 10 28% More Than 10 18% The sample size shows that maximum portion (around 46 %) of the retailers whose sale are between 3 to 5 crates daily and only 8 % are the ones who are selling less that two crates.
  • 80. FFIGUREIGURE 1313 How the retailler gets display material from the company ? 0 10 20 30 40 50 60 70 Schemes Gift Sharing / Draft Other
  • 81. FFIGUREIGURE 1414 How the retailler gets display material from the company ? Schemes 33% Gift 40% Sharing / Draft 21% Other 6%  The sample size gives us the brief idea about the pattern of distribution of merchandising assets by the companies. Most of the retailers (around 73%) are getting the display material through different schemes or as the gifts.
  • 82. FFIGUREIGURE 1515 Market Demand of different packings of Soft-Drinks 2lt 26% 1lt 7% 500ml 14% 300ml 23% 200ml 30% 2lt 1lt 500ml 300ml 200ml  This gives us an indication, where the better prospects lies. In which particular type of packing little innovation can do wonders. This provides us with an idea where we should concentrate.  The sample size shows that there is huge demand of 2lt pack (26%) and 200ml bottles (30%).  300ml bottles with 23% shares the 3rd position and 500ml. Shares the 4th position of the demand total demand with the market demand of 14%
  • 83. FFIGUREIGURE 1616 0 100 200 300 400 500 Pepsi Coca-Cola Thums-up S1 Market Demand of Softdrink ( Cola ) Pepsi Coca-Cola Thums-up
  • 84. FFIGUREIGURE 1717 Market Demand of Softdrink ( Cola ) Pepsi 39% Coca-Cola 37% Thums-up 24% Pepsi Coca-Cola Thums-up  Sample size shows the comparison between the market demands of each of cola drink.  Pepsi is on the top, shares the demand of 39% from the market.  Coca-Cola seconds with the shares of the demand of 39% from the market beating Thums up with the remaining 24%
  • 85. FFIGUREIGURE 1818 Mirinda-O, 260 Fanta, 285 240 250 260 270 280 290 Mirinda-O Fanta S1 Market Demand of Softdrink ( Orange )
  • 86. FFIGUREIGURE 1919 Market Demand of Softdrink ( Orange ) Mirinda-O 48% Fanta 52%  Sample size shows the comparison between the market demands of each of Orange drink.  Mirinda and Fanta are almost head to head with 48% and 52% market demand. Though Fanta is having 4% more share than Mirinda Orange. 60% 40%
  • 87. FFIGUREIGURE 2020 Market Demand of Softdrink ( Lemon ) Mirinda-L 27% Limca 31% Mountain Dew 28% Sprite 9% 7 Up 5%
  • 88. FFIGUREIGURE 2121 Mirinda-L, 735 Limca, 865 Mountain Dew, 770 Sprite, 235 7 Up, 123 0 200 400 600 800 1000 Mirinda-L Limca Mountain Dew Sprite 7 Up S1 Market Demand of Softdrink ( Lemon )  Sample size shows the comparison between the market demands of each of Lemon drinks available in the market  Limca in the lemon flavour with the market demand share of 31% is beating all the giants.  Pepsi’s two products Mirinda Lemon and Mountain Dew together with the market demand share of 55% are competing with the Limca.  The new entrant to the market, Mountain Dew is gaining the market share more dynamically than its competitor brands.  Sprite and 7 up are lacking behind with just the share of 14%.
  • 89. FFIGUREIGURE 2222 300 290 285 290 295 300 Slice Mazza S1 Market Demand of Softdrink ( Mango )
  • 90. FFIGUREIGURE 2323 Market Demand of Softdrink ( Mango ) Slice, 300 Mazza, 290  Sample size shows the comparison between the market demands of each of Mango drinks available in the market  Slice and Mazza is almost head to head with 52% and 48% market demand. Though Slice is having 4% more share than Mazza.
  • 91. LIMITATION Despite the possible efforts in conducting the research, there were some unavoidable situations, which limited the scope of the project.  Considering the population, the sample taken for present study seems small and hence further investigation may be required.  The sample taken for study was not of equal distribution so a comparative study cannot be made.  Some of the retailers were non-cooperative in giving information, which hampered the actual calculation.  Time available for research was very short so certain aspects have been overlooked.  Retailers were hesitant to provide the complete information due to fear of misuse of information.  Respondents may sometimes misinterpret the questions, leading to a different answer.
  • 92. RECOMMENDATIONS 1. Company should do something to meet its demand in the market. Because there is an acute shortage of Pepsi 2 Lt party pack and tin pack because of the shortage, Pepsi is not only loosing the present market share but also providing way to the rivals. For this either plant size can be expanded or some more production equipments can be installed. 2. Since the market capacity is huge salesman needs time at every retailer to satisfy him and tell him about the different products, packaging, schemes etc. it’s quite difficult for him to visit every shop on his route everyday. Therefore, there is necessity to divide his route into two parts and increase the total number of routes. 3. Sometimes salesman for different routes keeps on changing very frequently (in a very short period). This should be prohibited because every sales man needs time to get adjusted to a particular route and even to know all the shops on the route.
  • 93. 4. Salesman is working for 15 to 16 hours regularly during the peak season at very low reimbursement, which may sometimes kill his interest. Therefore there is a need of fixing up his 5. Company professions must not make the false promises about the merchandising assets with the retailers. These retailers must get the proper information and guidance about the company policies on the merchandising assets. So that there must be no frustration generated. 6. Though the GSB’s and DPS Boards are being used by the retailers satisfyingly but still there is need of the guidance for the retailers. 7. Schemes should be transparent and made clear to the retaikers. 8. As maximum number of retailers are selling around 3 to 5 crates daily. Our schemes should be revolving around this percentage only. And while formatting the different schemes this should be kept in mind.
  • 94. 9. For this salesman can be provided with some kind of guidance/ training, so that they can clear the queries of the customers about the different schemes/ proposals 10.Retailer benefit schemes, which the company launches time by time during the whole year, must be made clear to all the retailers. 11.Customers can be informed about the schemes through the broachers. Broachers can be distributed to all the retailers for the schemes that are being launched once in a year. And for the daily schemes which get change on daily bases and which depends on the stock availability providing details about the day's schemes/ after a paper/ pamphlet on different products can be sticked to the delivery van signed by the TDM or ASM or anybody authorized. So that every retailer if needed/ required can verify himself about the daily schemes. 12.Company professionals should visit the field more regularly and they must try to visit every retailer at least once in a month.
  • 95. 13. A proper trust and relationship building process is required with the retailers, which need to be worked on. 14.Above figures shows the market demand comparison between the different products of all the flavors available in the market. Which show that we can gain market share through Pepsi. Mirinda- (O) and Mountain Dew. So we should concentrate more in completing the market demand of these products. 15. Above figures shows the market demand comparison between the different packs available in the market. Which show that we can gain market share through concentrating more on 2Lt. and 200ml. pickings. So we should concentrate more in completing the market demand of these packing 16.Other products and packing like Mirinda-L and 7 Up and 300 ml. Whose demand is going down require proper attention and strategy.
  • 96. CONCLUSIONCONCLUSION After conducting the research, Researcher found that there are two categories of retailers. The first one is of those retailers, which just want to increase their assets, for them the sale doesn’t matter according to them they can only increase the sale if the company will invest in them or in their shops. These types of retailers will only work for the company, which invest in them hugely. And if at any moment they found company has lost or lowered their interest in them they will again shift to other major player. Other kinds of retailers are those who are more bothered about working hard and build their reputation in the market. These types of retailers are using the merchandising assets to their optimum level. And sometimes if they are unable to do so it’s because of the irregularity of the salesman (when the salesman on the route gets changed) or because of the shortage of the different products/packing. There is a requirement of the company professionals to visit these retailers continuously. So, that they can understand the market and suggest changes accordingly. Despite of this, salesman and other company professionals who
  • 97. visit these retailers must not do the false promises. Due to this retailers loose their confidence in the company. There is also the need of the transparent schemes and marketing mix that the retailers can understand more properly.
  • 98. QUESTIONNAIRE Name of the SHOP ____________________ Tel No. ___________________________ ADDRESS __________________________________________________________ 1 OUT OF COCA-COLA AND PEPSI BEVERAGES INDIA LIMITED WHOSE GSB DO YOU HAVE? A. PBI B COCA-COLA C BOTH D NONE RANKING ACCORDING TO VISIBILITY? 1 2 3 2 OUT OF COCA-COLA AND PEPSI BEVERAGES INDIA LIMITED WHOSE DPS BOARD DO YOU HAVE? A. PBI B COCA-COLA C BOTH D NONE RANKING ACCORDING TO VISIBILITY? 1 2 3 3 OUT OF COCA-COLA AND PEPSI BEVERAGES INDIA LIMITED WHOSE REFRIGERATOR DO YOU HAVE? A. PBI B COCA-COLA C BOTH D NONE RANKING ACCORDING TO VISIBILITY? 1 2 3 4 HOW MANY BOTTLES OF PBI DO YOU HAVE IN YOUR FRIDGE? PBI _____________________ TOTAL _______________________ 5 WHAT ARE THE REASONS THAT YOU ARE NOT USING THE REFRIGERATOR / ICE BOX TO ITS FULL STRENGTH? A. SHORTAGE B EMPTY PROBLEM C IRREGULARITY OF THE SALESMAN D OTHER
  • 99. 6 APPROXIMATELY HOW MANY CRATES DO YOU SALE? A. 0.5-2 B 3-5 C 6-10 D MORE THAN 10 7 HOW DO YOU GET THE DISPLAY MATERIAL FROM THE COMPANY? A. SCHEMES B GIFT C SHARING / DRAFT D OTHER 8 PLEASE RANK THE FOLLOWING ACCORDING TO THE MARKET DEMAND? ( ) 2 LT. ( ) 1 LT ( ) 500 ML ( ) 300 ML ( ) 200 ML 9 PLEASE RANK THE FOLLOWING ACCORDING TO THE MARKET DEMAND? A. ( ) PEPSI ( ) COCA-COLA ( ) THUMS-UP B. ( ) MIRINDA-O ( ) FANTA C. ( ) MIRINDA –L ( ) LIMCA ( ) MOUNTAIN-DEW ( ) SPRITE ( ) 7-UP D. ( ) SLICE ( ) MAAZA
  • 100. BIBLIOGRAPHY Name of the books used for the reference and their authors. 1. Principles of Marketing - Kotler Philip 2. Research Methodology - Kothari C.R. 3. Market Research - Sharma D.D. Websites Referred http://www.pepsico.com http://www.google.com http://www.rkg.com http://pepsizone.yahoo.com MAGAZINES 4 PS Time Education Magazine Times of India
  • 101. PRICE LIST • 200 ML Rate-146/caret • 300 ML Rate-192/caret • 600 ML Rate-444/caret • 600 ML(slice) Rate-456/caret • 2000 ML Rate-369/pet • 2000 ML(Miranda) Rate-324/pet • Tatra (slice) Rate –218 /pet • Aquafina Water Rate-103/Pet
  • 102. EDS FORMAT S .No. Outlet Name Addres s Contact Person Chan nel Status PBI/ CCX Glass VISI OYC ICE BOX SIGNAGE Wall Paint DPS GSB PBI CCX PBI CCX OWN PBI CCX PBI CCX PBI CCX PBI CCX PBI CCX