0601025 assessment and development of new channels of distribution

FRITO LAY INDIA
.
A
PROJECT REPORT
ON
ASSESSMENT AND DEVELOPMENT OF NEW CHANNELS OF
DISTRIBUTION
FOR
FRITO – LAY INDIA.
SUBMITTED TO UNIVERSITY OF PUNE
IN PARTIAL FULFILLMENT OF 2 YEARS FULL TIME COURSE
MASTERS IN BUSINESS ADMINISTRATION (M.B.A.)
SUBMITTED BY
CHOTHANI KETAN JAYANTILAL
(BATCH - 2006-08)
BRACT’s
VISHWAKARMA INSTITUTE OF MANAGEMENT,
KODHAWA PUNE- 411014.
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ACKNOWLEDGEMENT
This project bears imprint of all those who have directly or indirectly
helped and extended their kind support in completing this project.
At the time of making this report I express my sincere gratitude to all
of them.
I must first express my gratitude to Mr. Suhas Vaidya, Area Sales
Manager and the staff members for having accorded me the permission to
undertake a project in Frito - Lay India.
I also must show my deepest gratitude to Director Dr. Sharad Joshi
and Prof. Vandana Gote for their valuable suggestions, guidance and advice
in bringing out this project.
- Chothani Ketan J.
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CONTENTS
1. INTRODUCTION
1.1. Executive summary 01-03
2. PROFILE OF THE ORGANISATION
2.1. Company Profile 04
2.2. History of Organisation 05-10
2.3. Products / Services of Organisation 11-13
2.4. Organisation chart 14
2.5. Distribution setup 15
3. INDUSTRY PROFILE 16
4. SCOPE OF STUDY 17
5. OBJECT OF THE STUDY 18
6. OBJECTIVES OF THE STUDY 19
7. RESEARCH METHODOLOGY 20-23
8. DATA COLLECTION AND ANALYSIS
8.1. Collection of data from Hotel owners, 24-28
Presentation of the data, and
Interpretation and analysis of the data
8.2. Collection of data from Petrol Pump owners, 29-32
8.3. Collection of data from Institutional Canteen owners, 33-38
8.4. Collection of data from Medical Stores owners, 39-43
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8.5. Collection of data from all channels, 44-49 presentation of
the data, and
9. LIMITATIONS 50
10. FINDINGS 51-52
11. CONCLUSION 53-54
12. SUGGESTIONS 55
13. REFERENCE 56
14. ANNEXURE
14.1. Sales Report on Newly Developed Channels 57-60
14.2. Questionnaire for Institutional Canteens 61-62
14.3. Questionnaire for Hotels 63-64
14.4. Questionnaire for Medical Stores 65-66
14.5. Questionnaire for Petrol Pumps 67-68
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 EXECUTIVE SUMMARY
SECTOR : FMCG (Consumer goods)
INDUSTRY : Packaged and Snack Foods Industry
COMPANY : Frito-Lay India Ltd.
PROJECT TITLE : Assessment and Development of New
Channels of Distribution
DURATION : 2 months (1st
June to 31st
July)
PROJECT :
Problem: There’s a complex web of distribution channels for the FMCG products
in general and packaged and snack foods in particular, but not all the channels yield the
fruitful results. Some infact, yields results even lesser than what resources they consume.
Then there is a simple fundamental of “Whatever is visible, sells” in FMCG
impulse category. The above two conditions put the companies into a typical CATCH 22
situation.
Solution: Development and Assessment of New Channels for distribution. New
channels lead to the increased penetration of the Frito-Lay’s products. At the same time,
the new channels were assessed for the sales and level of penetration in terms of the new
sales addition.
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IMPORTANCE OF STUDY :
In a world full of competition, it is not at all sufficient to rely just on one’s
own Company’s standing and distribution channel in the market. It is equally important to
know and predict the channel’s performance and hidden potential of new channels that sell
innovatively, in a way never thought of. Channel analysis, apart from covering the most
essential concepts of distribution, gives the wide exposure to the field.
Also, a company however strongly channelised and preferred does not
works in isolation. Thus, I found it more than required to do a project on development of
new distribution channel as a whole rather than just one company’s traditional channel
performance.
METHODOLOGY :
Sample Plan : New channels – Medical stores
Hotels
Institutional Canteens
Petrol Pumps
Method :
Stratified Random Cluster Sampling method was adopted. The revealed
research was adopted, where the information about the objective of survey and brand
identity was revealed. The sample size was taken around 12% of the universe in case of
Medical stores because of very big size of universe of around 900. The sample size for
Institutional canteens and Hotels was in the region of 15% to 17% of the universe, which
was of size around 350 and 600 respectively. The sample size for petrol pumps was 85%
because of very limited size of universe at 40.
Area of Survey: Nashik
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Sample Size : Medical stores - 111
Hotels - 105
Institutional canteens - 55
Petrol pumps - 34
HYPOTHESES :
Some of the important hypotheses considered while adopting a particular
marketing strategy are discussed here. The study has been conducted by keeping these
entire hypotheses in mind. Later a detailed analysis is conducted on the basis of the
primary and the secondary data collected and conclusions are drawn out of it. The entire
hypotheses are considered again and their usefulness is studied. After this, acceptance or
rejection of these hypotheses is recommended to the authorised dealers and same is
conveyed to the respective officials of Frito-Lays.
The hypotheses are mentioned below:
1) Effective distribution network increases the dealer and consumer satisfaction
and brings more goodwill to the company
2) Knowledge of customer behaviour, reaction pattern and hence its manipulation
is extremely helpful in increasing the total market.
3) Effective promotional activities increase the sales,
4) Knowledge of competitor’s strengths, weaknesses and competitive advantage
helps in designing the strategies to deal with it.
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 PROFILE OF THE ORGANISATION
2.1 COMPANY PROFILE
Mission Statement:
“To become the world’s favourite convenience Fun Foods Company.”
Pepsico’s Values:
“Our commitment is to deliver sustained growth, through empowered people,
acting with responsibility and building trust.” Here’s what this means:
Sustained Growth is fundamental to motivating and measuring our success. Our
quest for sustained growth stimulates innovation, places a value on results, and helps us
understand whether actions today will contribute to our future. It is about growth of people
and company performance. It prioritizes making a difference and getting things done.
Empowered People means we have the freedom to act and think in ways that we
feel will get the job done, while being consistent with the processes that ensure proper
governance and being mindful of the rest of the company’s needs.
Responsibility and Trust form the foundation for healthy growth. It’s about
earning the confidence that people place in us as individuals and as a company. Our
responsibility means we take personal and corporate ownership for all we do, to be good
stewards of the resources entrusted to us. We build trust between ourselves and others by
walking the talk and being committed to succeeding together.
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2.2 COMPANY HISTORY
 1930s
1932 - The Frito Company is founded by C.E. Doolin in San Antonio, Texas. While eating
lunch in a San Antonio cafe, Mr. Doolin bought a plain package of corn chips for 5¢. As
Mr. Doolin's ice cream business was caught in the middle of a price war, he was looking
for another business venture. For $100, Mr. Doolin bought the recipe for the corn chips
and a converted potato ricer from a businessman.
1932 - Herman W. Lay began a small business in Nashville, TN, distributing potato chips
made by a company in Atlanta, GA.
1938 - Herman Lay buys a potato chip maker in Atlanta and changes the name to H.W.
Lay & Company.
1939 - "Fluffs," later called BAKEN-ETS® Fried Pork Skins, is among the products
incorporated into the Frito Company snack line-up when its founder, C.E. Doolin,
purchases a small pork skin business and a plant.
 1940s
1944 - The H.W. Lay Company changes its product name to LAY'S® Potato Chips and
becomes one of the first snack food companies to advertise on television. The commercial
features the debut of the company's first spokesman in the form of a cartoon character,
Oscar, the Happy Potato.
1945 - The Frito Company grants H.W. Lay & Company an exclusive franchise to
manufacture and distribute FRITOS® Corn Chips in the Southeast.
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1946 - The Frito Company is one of the first to use its trucks for advertising as well as for
transportation. The original truck, painted multiple colors, attracts much nation-wide
publicity and appears in several magazines and newspapers!
1948 - CHEETOS® Snacks, one of the original snack foods produced by the Frito
Company, is introduced nationally and sky-rockets in popularity within the first month.
 1950s
1953 - FRITOS® Corn Chips introduces "The FRITO KID®" in its television and poster
advertising. The cartoon character, a long-running company spokesman, first appeared in
the early 1940s in one the first FRITOS® recipe booklets; "The FRITO KID®" retires in
1967.
1956 - The FRITO KID® appears on the Today Show with Dave Garroway. The Frito
Company is the first Texas Company to advertise on NBC television network.
• The Frito Company begins to buy back franchises and to acquire regional snack
food companies with hopes of consolidating its national distribution and creating
the first national snack food company.
1958 - The Frito Company acquires the trademark rights for RUFFLES® Potato Chips.
 1960s
1961 - The Frito Company and the H.W. Lay & Company merge to form Frito-Lay, Inc,
with headquarters in Texas and sales over $127 million.
• H.W. Lay & Company acquires facilities for the national distribution of ROLD
GOLD® Pretzels, with the purchase of Rold Gold Foods from American Cone and
Pretzel.
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1962 - Frito-Lay introduces a logo designed to communicate the merger between The Frito
Company and the H.W. Lay & Company.
1963 - LAY'S® Potato Chips coins new slogan: "BETCHA CAN'T EAT JUST ONE.
1965 - Frito-Lay, Inc. and the Pepsi-Cola Company merge to form PepsiCo, Inc., with
headquarters in Purchase, NY.
• LAY'S® Potato Chips becomes the first brand of potato chips to be sold nationally.
1969 - FUNYUNS® Onion Flavored Rings is introduced.
 1980s
1980 - Frito-Lay replaces its current logo to capitalize on its new identity in the
marketplace and the company's reputation for quality. The new logo appears on more than
9,000 Frito-Lay trucks.
• Frito-Lay introduces CHEETOS® Snacks - Puffed Balls.
1981 - TOSTITOS® Tortilla Chips is nationally introduced.
• Frito-Lay is one of the first snack companies to place non-mandatory nutritional
labeling on its packaging.
1982 - Frito-Lay launches GRANDMA'S® Cookies in 16 varieties -- from sandwich
creams to fruit-filled oatmeal -- in a test market in Kansas City. This was the first
significant new cookie line to move into supermarkets in a generation.
1985 - SANTITAS® White and Yellow Corn Round Tortilla Chips are introduced.
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1986 - CHESTER CHEETAH® becomes the "spokescat" for CHEETOS® and gains
recognition through the national television and print advertising campaign with the tag
line: "IT'S NOT EASY BEING CHEESY®."
 1990s
1993 - The national launch of WAVY-LAY'S™ Potato Chips, a new wavy-cut potato
chip, occurs in Super Bowl XXVIII with a cameo by former U.S. Vice President Dan
Quayle.
• BAKED TOSTITOS® brand White Corn and Unsalted Tortilla Chips, which offer
health conscious consumers up to 85% less fat than traditional tortilla chips plus
good taste, is launched.
1994 - LAY'S® KC MASTERPIECE® Barbecue Flavor Potato Chips is introduced
nationally, marking the first time America's favorite potato chip has entered into a co-
branding agreement.
• New DORITOS® COOLER RANCH® brand Tortilla Chips, a 100% white corn
chip with more ranch seasoning, and DORITOS® ZESTY SALSA® Tortilla Chips
are introduced.
1996 - TOSTITOS® brand begins title sponsorship of the Fiesta Bowl Football Classic,
now referred to as the "TOSTITOS® Fiesta Bowl".
• BAKED LAY'S™ Potato Crisps is launched nationally with television and print
advertising starring The Muppets'® Miss Piggy® and supermodels. It becomes the
most successful Frito-Lay new product launch to date.
• Chester Cheetah - the world's coolest cat and the official "spokescat" for
CHEETOS® Snacks since 1986 - stars in a new television commercial in which
the cartoon character appears with live actors.
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1998 - Frito-Lay's line of WOW!® products made with Olean®, including low fat or fat-
free versions of DORITOS®, RUFFLES®, LAY'S® and TOSTITOS® snack chips, is
launched nationally.
 2000s
2000 - CHEETOS®
X'S and O'S™ Snacks becomes the first time a snack chip product
contains two shapes in one bag!
2001 - CHEETOS®
MYSTERY COLORZ™ X's and O's™ Snacks offers all the cheesy
taste of CHEETOS®
while magically changing from orange to green or blue when eaten!
• LAY'S® Kettle Cooked Extra Crunchy Potato Chips is launched. Offered in a
variety of flavors, which include Original, Mesquite BBQ, Sea Salt & Malt
Vinegar and Jalapeno, LAY'S® Kettle Cooked chips are made the old fashioned
way - sliced thick and kettle cooked to lock in flavor and crunch!.
2003 - Frito-Lay's first-ever line of Natural snacks, including TOSTITOS® Blue Corn
Natural Tortilla Chips, CHEETOS® Natural White Cheddar Puffs, and LAY'S® BBQ
Flavored Thick Cut Natural Potato Chips, is introduced. All of the products in the Natural
line are made with organic ingredients that have been certified by the U.S. Department of
Agriculture's accredited certifying agency, Oregon Tilth.
• RUFFLES®, in celebration of the "re-birth" of RUFFLES® and advertising icon
"Baby Horton," offers $50,000 in college tuition to the parents winning its "Would
You Name Your Baby Horton?" contest. The winners are the first expectant,
registered parents who had their newborn by May 20, 2003 and gave the baby the
first name of Horton.
• Frito-Lay launches print advertising campaign in both English and Spanish to
announce America's favorite snack chips, including LAY'S®, DORITOS®,
TOSTITOS®, FRITOS®, RUFFLES®, and CHEETOS® have zero grams of fat!
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2004 - Products classified as Sensible Snacks, containing 150 calories or less; have less
than 35% of calories from fat, zero grams of trans fats, and 240 milligrams or less of
sodium per 1 oz serving, reach over $1 billion in sales in 2003.
• FRITO-LAY MUNCHIES™ Kids Mix, the first salty snack with FDA approval
for fortification, is launched!
• Frito-Lay answers consumers' demand for carb-controlled snacks by introducing
DORITOS® EDGE™ TOSTITOS® EDGE™ Tortilla Chips.
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2.3 PRODUCT PROFILE
Frito-Lay, headquartered in Plano, TX, is the convenient fun foods division of
PepsiCo, Inc. that makes some of America's favorite snack brands. As of 2003, all of
Frito-Lay's snack chips contain zero grams of trans fat, including Lay's potato chips,
Ruffles potato chips, Doritos tortilla chips, Tostitos tortilla chips and Cheetos cheese-
flavored snacks. Frito-Lay makes and sells a wide variety of low-fat, reduced fat and no-
fat snacks including Lay’s Potato Chips, Kurkure, Cheetos and Lehar snacks are also
produced and sold by Frito-Lay.
The association with Frito-Lay marks the sixth branded food partnership or
privately labeled snack food that AMC has introduced in the past year.
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Product Flavours
Weight
(Grams)
Price
(Rs.)
Lays Classic Salted 100 20
35 10
15 5
Magic Masala (Indian) 100 20
35 10
15 5
Tango Tomato (Spanish) 100 20
35 10
15 5
Cream ‘n’ Onion (American) 100 20
35 10
15 5
Australian 100 20
35 10
15 5
Masala Cooler 100 20
35 10
15 5
Cucumber 100 20
35 10
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15 5
Hot & Sweet (Caribbean) 100 20
35 10
15 5
Kurkure Masala Munch 160 20
55 10
22 5
Red Chilli Chatka 160 20
55 10
22 5
Masala Twist 160 20
55 10
22 5
Chilli Bites 160 20
55 10
22 5
Chatpata Chaska 160 20
55 10
22
5
Cheetos X’s & O’s 34 10
Tangy Loops 34 10
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Masala Balls 34 10
Tomato Wheels 34 10
Lehar Lehar Namkeen 34 5
14 2
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2.4 ORGANISATIONAL CHART
M.D.
Marketing Director Finance Director Sales Director H.R. Director
V.P. Sales
G.M. (Regional Sales Manager)
Area Sales Manager
Sales Officer
Pilot Sales Representative
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2.5 DISTRIBUTION NETWORK FOR FRITO-LAY INDIA LTD.
Manufacturer (Plant)
C & F Agent (Warehouse)
Distributors (Godown)
Retailers Wholesalers
Retailers
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 INDUSTRY PROFILE
FMCG SECTOR
Fast moving consumer goods (FMCG) industry has a long history. However, the
Indian FMCG industry began to take shape only during the last fifty-odd years. To date,
the Indian FMCG industry continues to suffer from a definitional dilemma. In fact, the
industry is yet to crystallize in terms of definition and market size, among others.
The FMCG sector is a cornerstone of the Indian economy. This sector can drive
growth, enhance quality of life, create jobs and support penetration of technology.
A vibrant FMCG sector can boost agricultural produce and exports. It can
contribute to the exchequer significantly; disperse technology across the value chain and
usher in product innovations. These innovations can improve Indian health standards.
So, strategies should be worked out for increasing consumption per head. The
government should grant merit tax status at the central level to higher value-added
FMCG’s and allow free inflows of foreign investments and technology.
The agricultural supply chain needs to be consolidated. Sector-friendly regulations
should be put in place to enable FMCG companies’ source agricultural produce with ease.
Such regulations should be supported by government-sponsored efforts to forge fruitful
partnerships for networking rural markets. This is one sure way of achieving national
connectivity.
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 SCOPE OF THE STUDY
The survey that had been conducted will help the company to gain an insight into
the current status of the market. In the world of cut throat competition each player has to
be strong enough to face the enormous uncertainties. Today’s market is very much
saturated and consumer matured & informed. Every company now-a-days wants to do the
business in a new way and therefore they are going for new channels for distribution, need
not say that it adds to the top line of the company’s business.
This study will help Frito-lays India ltd which has international presence to
understand the potential market and to cover the untapped areas through the development
of the new channels. These new channels will provide new avenues, exposure to its
products and result into more share from the consumer’s pocket. Also the intangibles like
mind share and brand penetration will increase. Thus the company can increase overall
market share in its industry of snack food and certainly overcome sudden competitive
forces. The scope of the study can be described as factors probed into during the surveys
of the new channels.
Awareness of Frito-Lay’s products,
Source of awareness,
Availability of other impulse products,
Readiness of acceptance, &
Reasons for non-acceptance
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 OBJECT OF THE PROJECT
In the partial fulfillment for the award of the award of Masters Degree in Business
Administration (MBA) of the University of Pune, each MBA student has to undergo the
practical training in a business organisation. The training period consists of at least 50
days.
The object of the project is to acquire some practical knowledge in the area of
specialization. The student should be able to apply the theoretical concepts in the
practical situation.
The student’s ability to solve the problem with a systematic approach is exposed.
Also his / her decision-making ability is tested.
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 OBJECTIVE OF THE STUDY
Projects are critical to the realization of the performing organization’s
Business strategy because projects are a means by which strategy is implemented.
PRIMARY OBJECTIVE
To assess and develop new channels of distribution and suggest the strategies to improve
market penetration for Frito-Lay’s products.
SECONDARY OBJECTIVE
1 To find out market potential for Frito-Lay’s products in new channels of distribution.
2 To study product acceptability by new channels of distribution.
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 RESEARCH METHODOLOGY
INTRODUCTION
Research methodology is a systematic and scientific method to know truth and
reality behind a phenomenon. Research is purposive, objective; systematic investigation
was designed to test carefully considered or answer through fully framed question. It is
distinguished from casual observation by its method and point of view. Research is
purposive in that it seeks answer to specific question and is not merely accumulation of
unstructured observation.
The project is based on marketing analysis and thus requires a lot of interaction
with different target channel players. There are lot many competitors in snack food
industry. Constrained by the resources, the sample that is more representative of the total
targeted channel players’ universe is chosen for the study. The scope of study is limited to
the geographical region of Nashik city only.
RESEARCH DESIGN
The exploratory design was used. Exploratory research is conducted when a
researcher does not know: What? How? and Why? A certain phenomena occur. For
example, which competing products are available at targeted outlets and reasons for not
keeping the product under study i.e. Frito-Lay’s. The research process was divided into
three phases as:
Phase 1:
The research is focused on the hidden business potential in the form of new
Distribution channels so that the forms of new channels were found out through
observational primary data in initial market research.
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Phase 2:
In the second phase, again primary data was collected from the selected
sample for the purpose of delving deeper into the areas of:
• Which other impulse products in snack food were they keeping, if any?
• Were they ready to keep Frito-lays products?
• Reasons for not keeping the same?
The structured questionnaire contained closed-ended questions, which were
of dichotomous questions and multiple choice questions.
Phase 3:
In the last phase, the converted players in each segment of targeted channel forms
were analyzed for the gain in off-take of extra SKU’s that were otherwise not visible
before. It was done in the terms of Per Outlet Order (POO) from each of the targeted
segment.
DECIDING OF DATA SOURCES
The next stage is source of data. The data was basically the first hand data,
(Primary) which was collected through the survey facilitated by secondary data as
explained below:
Primary Data:
The primary data was collected through the survey in two phases. The first
phase was the observational survey followed by the detailed structured questionnaire
interview survey. In the first phase, the data was collected in a very short period as it
involved only observations and led to the important findings that though some outlets of a
particular type kept the product under study, but not all such outlets kept it uniformly.
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In the second phase, survey involved collection of data from the Hotels,
Institutional Canteens, Petrol Pumps, and Medical Stores. These were the targeted new
channels sought for Assessment and Development. The samples were collected by visiting
different areas in Nashik city. Thus method of stratified random sampling was used for
data collection.
Structured questionnaires were designed to elicit data from the sample
population. Following sample sizes were drawn for the same.
The total number of respondents was 305.
The break-up is as follows-
• Hotels : 105
• Petrol Pumps : 34
• Institutional Canteens : 55
• Medical Stores : 111
Secondary Data:
The secondary data was collected from various trade journals regarding the
total size of the targeted segments of potential new channels i.e. the size of universe in the
geographical area of Nashik city.
To get an overview in a nutshell, the research methodology can be represented
through-
 Research Design – Four segmental surveys (Hotels, Petrol Pumps, Institutional
Canteens and Medical Stores);
 Research Instrument – Structured Questionnaires;
 Survey Questions – Mostly closed ended with some open ended questions on
personal details;
 Sampling Method – Stratified Random Sampling;
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Sample Size –
 Hotels : 105
 Petrol Pumps : 34
 Institutional Canteens : 55
 Medical Stores : 111
IMPORTANCE OF STUDY
The survey that was carried out will help the company to know the current
scenario. In the world of cut throat competition each player has to be strong enough to face
the enormous uncertainties. Today’s market is very much saturated. Every company today
wants to do its business in a new way and therefore tries to recognize new channels for
distribution.
This study will help Frito lays India Ltd., having international presence to
understand which new areas it can venture into with its current products in new markets
and hence cover untapped areas through the development of new channels. Also, this
project will help the company to make its presence more obvious in the market. Thus the
company can plan better policies to overcome sudden changes in this competitive world.
SCOPE OF STUDY
The primary objective of the project was to assess the current position of Frito-
lay’s in the Nashik region and try to identify the strategies to drive sales.
The secondary objective pursued was to find out market potential for Frito-Lay’s products
in new channels of distribution and to study product acceptability by new channels of
distribution.
Keeping these in mind, the survey was divided over the four potential segments
and the survey in general included the questions regarding the availability of other impulse
snack food products, their knowledge and source of knowledge for Frito-Lay’s products,
their readiness to keep the products and the reasons for same.
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 DATA ANALYSIS AND INTERPRETATION FOR HOTELS
Q: Are you aware of the following brands?
Data Total %
Total No. of Hotels 105
Lays
Kurkure
Cheetos
Lehar
101
83
32
13
96
79
30
12
Table 7.1.1: Awareness of brands
Graph 7.1.1:
Awareness of brands
Interpretation:
From the
above diagram,
we can interpret
that out of 105
Hotel owners
96% respondents were well aware about Lays, 79% were aware about Kurkure, 30% were
aware about Cheetos and 12% were aware about Lehar.
So most aware brands of Frito-Lays in the Hotels were
1. Lays
2. Kurkure
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Awareness of Brands
12%
30%
79%
96%
0%
20%
40%
60%
80%
100%
120%
Lays Kurkure Cheetos Lehar
No.ofRespondents

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Q: How do you know Frito-Lays products?
Data Total %
Posters & Banners
TV Ads
Newspaper & Magazines
45
101
4
43
96
4
Table 7.1.2: Source of Awareness
Source of Awareness
4%
43%
96%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Posters &
Banners
TV Ads Newspaper
&
Magazines
No.ofRespondents
Graph 7.1.2: Source of Awareness
Interpretation:
The above chart depicts that in the Hotel category, the major source of awareness
for Frito-Lay products has been TV Ads i.e. out of 105 hotels 96% respondents were
aware by TV Ads and 43% respondents were aware by posters & banners and only 4%
were aware by Newspapers & Magazines. This shows that the most effective media as a
source of awareness is TV Ads followed by Posters & Banners.
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Q: Do you keep the following products?
Data Total %
Cadbury
Chips
Biscuits
Coke
13
35
18
91
12
33
17
87
Table 7.1.3: Availability of impulse products
Availability of Impulse Products
17%
33%
12%
87%
0%
20%
40%
60%
80%
100%
Cadbury Chips Biscuits Coke
No.ofRespondents
Graph 7.1.3: Availability of impulse products
Interpretation:
The above graph indicates that out of 105 Hotel, 87% hotels have Coke products,
17% keep Biscuits, 33% respondents have chips and 12% respondents have Cadbury
products.
From this we can say that out of the impulse products available in different hotels,
coke has the highest availability followed by chips and biscuits. Cadbury moves least in
the hotels.
Q: Would you like to keep Frito-Lays Products?
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FRITO LAY INDIA
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Data Total %
YES
NO
59
46
56
44
Table 7.1.4: Acceptance of Frito-Lay’s products
Acceptance of the products
44% 56%
YES NO
Graph 7.1.4: Acceptance of Frito-Lay’s products
Interpretation:
From the above pie chart, we can conclude that 56% of Hotel owners were
ready to keep Frito Lay products whereas 44% were not interested.
This shows that in hotels, Frito Lay products have got good acceptance.
Q: What are the reasons for non-acceptance?
Data Total %
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FRITO LAY INDIA
.
Total No. of Negative
Respondents
46
Margin
Effect on own product’s sale
Demand
Any other
17
10
11
8
36
22
24
18
Table 7.1.5: Reasons for Non Acceptance of Frito-Lay’s products
Reasons for Non-Acceptance of Frito-Lay's
Products
36%
22%
24%
18%
Margin Effect on Sale Demand Any Other
Graph 7.1.5: Reasons for Non-Acceptance of Frito-Lay’s products
Interpretation:
Above pie chart indicates that respondents who rejected the idea of keeping Frito-
Lay products had different reasons like Margin problem, Effect on their own product’s
sale, Demand and some other reasons.
Out of that 37% respondents refused due to Margin problem, 22% refused because
they perceived that it may affect their own product’s sale, 24% said these products are not
demanded by customers and 17% respondents had some other reasons like in Bars
Drinkers don’t prefer such kind of products, high price, generally don’t keep outside
products for selling etc.
 DATA ANALYSIS AND INTERPRETATION FOR PETROL
PUMPS
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FRITO LAY INDIA
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Data Total %
Total No. of Petrol Pumps 34
Lay
Kurkure
Cheetos
Lehar
32
27
2
95
80
6
0
AWARENESS OF BRANDS
95%
80%
6%
0%
20%
40%
60%
80%
100%
Lay Kurkure Cheetos
No.OfRespondents
Graph 7.2.1: Awareness of brands
Interpretation:
From the above diagram, we can interpret that out of 34 petrol pump owners, 95%
were very well aware about Lays, 80% were aware about Kurkure, 6% were aware about
Cheetos and no one was aware about Lehar.
So most aware brands of Frito-Lay’s on the petrol pumps were:
1. Lays
2. Kurkure
Q: How do you know Frito-Lays products?
Data Total %
TV Ads 32 95
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FRITO LAY INDIA
.
Posters & Banners
Newspapers & Magazines
7
2
21
6
Source of Awareness
21%
6%
95%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
TV ADS Posters &
Banners
Newspaper &
Magazines
No.OfRespondents
Interpretation:
The above chart depicts that in the petrol pump category, the major source of
awareness for Frito lay products have been TV Ads i.e. out of 34, 95% respondents were
aware by TV Ads and 21% respondents were aware by posters & banners and only 6%
were aware by Newspapers & Magazines. This shows that majority of the products are
known by TV Ads followed by Posters & banners. Newspapers & Magazines plays a
minor role in creating awareness about Frito lay products.
Q: Would you like to keep Frito-Lays products?
Data Total %
YES
NO
22
12
65
35
35

FRITO LAY INDIA
.
35% 65%
YES NO
Interpretation:
From the above pie chart, we can conclude that 65% of Petrol pump owners got
agreed with the idea of keeping Frito lay products on petrol pumps whereas 35% were not
interested.
From this we can say that Frito lay products got accepted on most of the petrol
pumps.
Total No. of visited Petrol Pumps 3
4
%
Respondents
1
2
Space Problem 6 50
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FRITO LAY INDIA
.
Margin Problem
Any Other Reason
3
3
25
25
Table 7.2.4: Reasons for Non-Acceptance of Frito-Lay’s products
Reasons for non-acceptance of Frito-Lay's Products
50
2525
0
10
20
30
40
50
60
Space problem Margin problem Any other
No.OfRespondents
Interpretation:
Lay products had different reasons like space problem, margin problem and some other
problems.
Out of that 50% respondents refused due to space problem, 25% refused due to
Margin problem and 25% had some other reasons like: products not demanded by
customers, high price and generally don’t keep such products for selling etc.
 DATA ANALYSIS AND INTERPRETATION FOR
INSTITUTIONAL CANTEENS
Data Total %
Total No. of Institute 55
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FRITO LAY INDIA
.
Lays
Cheetos
Kurkure
Lehar
49
16
40
5
89
29
72
9
Interpretation:
From the above diagram, we can interpret that out of 55 Canteen owners, 89%
respondents were very well aware about Lays, 72% ere aware about Kurkure, 29% were
aware about Cheetos and 9% were aware about Lehar.
Q: How do you know Frito-Lay products?
Data Total %
Total No. of Canteens 55
Posters & Banners
TV Ads
Newspapers & Magazines
26
49
2
47
89
4
38
AWARENESS OF BRANDS
89%
29%
72%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Lays Cheetos Kurkure Lehar
No.OfRespondents

FRITO LAY INDIA
.
Source of Awareness
47%
4%
89%
0%
20%
40%
60%
80%
100%
Posters &
Banners
TV Ads Newspaper &
Magazines
No.ofRespondents
Interpretation:
The above chart depicts that in the Institutional Canteen category, the major source
of awareness for Frito-Lay products is TV Ads i.e. out of 55, 89% respondents were aware
by TV Ads followed by Posters & Banners at 47% and then by Newspapers & Magazines
at 4%.
This shows that majority of the brands are known by TV Ads followed by Posters
& Banners. Newspapers & Magazines plays a very minor role in creating awareness.
Data Total %
Fast food
Cadbury
Biscuits
Chips
52
10
36
22
94
18
65
40
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FRITO LAY INDIA
.
Availability of Impulse Products
94%
18%
65%
40%
0%
20%
40%
60%
80%
100%
Fast food Cadbury Biscuits Chips
No.ofRespondents
Graph 7.3.3: Availability of impulse products
Interpretation:
The above graph indicates that out of 55 Institutional canteen owners, 65% canteen
owners mainly keep Biscuits, 18% keep Cadbury products, 40% have chips category
products and 94% serves fast food.
This shows that out of impulse products available in various institutional canteens,
fast food is mostly available and Cadbury moves least in it.
Q: Would you like to keep Frito-Lay product?
Data Total %
YES
NO
32
23
58
42
40

FRITO LAY INDIA
.
58%
YES NO
42%
%
Interpretation:
From the above pie chart, we can conclude that 58% of Institutional Canteen
owners were interested in Frito-Lay brands whereas 42% were not interested. So Frito-Lay
products have good amount of potential in Institutional canteens.
Total No. of Institute 5
5
%
Respondents
2
3
Margin Problem
Effect on own product sale
Demand Problem
8
4
3
35
17
13
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FRITO LAY INDIA
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Any other 8 35
Reasons For Non-Acceptance of Frito-Lay's
Products
35%
17%13%
35%
Margin Effect on Sale Demand Any Other
Interpretation;
Lay product had different reasons like Margin problem, Effect on their own product’s sale,
Demand and some other reasons.
Out of that, 35% respondents refused due to Margin problem, 17% refused because
they perceived that it may affect their own product’s sale, 13% said these products are not
demanded by customers and 35% respondents had some other reasons like: high pricing
and generally don’t keep outside products for selling etc.
Number of interested Institutes:
Type of Institute No. of Interested Institute %
School
College
Office
Hospital
16
10
2
4
50
31
6
13
Table 7.3.6: Distribution of interested institutional canteens
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FRITO LAY INDIA
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Interested Institute's
50%
31%
6%
13%
School College Office Hospital
Graph 7.3.6 Distribution of interested institutional canteens
Interpretation:
The above pie chart shows that among all the interested institutional canteens,
Frito-Lay products are mostly demanded by school canteen owners (50%) followed by
college canteen owners (31%). Office canteens and hospital canteens showed less interest
towards Frito-Lay products.
 DATA ANALYSIS AND INTERPRETATION FOR MEDICAL
STORES
Data Total %
Total No. of Medical stores 111
Lays 111 100
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.
Kurkure
Cheetos
Lehar
84
42
20
75
37
18
Interpretation:
From the above diagram, we can interpret that out of 111 Medical store owners,
100% respondents were very well aware about Lays, 75% were aware about Kurkure, 37%
were aware about Cheetos and 18% were aware about Lehar.
Q: How do you know Frito-Lay products?
Data Total %
Total No. of Medical stores 111
Posters & Banners
TV Ads
Newspaper & Magazines
63
94
4
56
84
4
44
Awareness of Brands
100%
75%
37%
18%
0%
20%
40%
60%
80%
100%
120%
Lays Kurkure Cheetos Lehar
No.OfRespondents

FRITO LAY INDIA
.
Sorces of Awareness
56%
4%
84%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Posters &
Banners
TV Ads Newspaper &
Magazines
No.ofRespondents
Interpretation:
The above chart depicts that in the Medical store, the major source of awareness
for Frito-Lay products has been TV Ads i.e. out of 111, 56% respondents were aware by
TV Ads and 84% respondents were aware by Posters & Banners and only 4% were aware
by Newspapers & Magazines.
This shows that majority of the brands are known by TV Ads then by Posters &
Banners. Newspapers & Magazines plays a minor role in creating awareness.
Total No. of Medicals 11
1
%
Cadbury
Chips
Biscuits
Cold Drink
82
16
87
9
74
9
78
8
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FRITO LAY INDIA
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Availability of Other Impulse Products
74%
9%
78%
8%
0%
20%
40%
60%
80%
100%
Cadbury Chips Biscuits Cold Drink
No.ofRespondents
Graph 7.4.3 Availability of impulse products
Interpretation:
The above graph indicates that out of the impulse products available in Medical
stores, Biscuits and Cadbury has the highest availability. It is observed that chips and cold
drinks move least in Medical stores.
Q: would you like to keep Frito-Lays product?
Data Total %
Total no. of medical stores 111
Yes 64 58
No 47 42
Table 7.4.4 Acceptance of Frito-Lay’s products
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42%
58%
YES NO
Graph 7.4.4 Acceptance of Frito-Lay’s products
Interpretation:
From the above pie chart we can conclude that 58% of Medical owners were ready
to keep Frito-Lays products whereas 42% were not interested. So it is observe that product
is well accepted in Medical stores.
Total no. of Medicals 11
1
%
Total no of negative respondents 47
Margin problems
Demand problems
Space problems
Any other
10
20
6
11
21
43
13
23
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FRITO LAY INDIA
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Reasons for Non-Acceptance of Frito-
Lay's products
21%
43%
13%
23%
Margin Demand Space Any Other
Interpretation:
Lays products had different reasons like Margin problem, Space problem, Demand and
some other reasons.
Out of that 21% respondents refused due to Margin problem, 13% refused because
of space problem, 43% said these products are not demanded by customers and 23%
respondents had some other reasons like: high price and generally don’t keep food
products etc.
Percentage & Type of Outlets ready to keep the product:
Types of channels % outlets ready to keep the product
Hotels 56
Medicals 58
Petrol pumps 65
Canteens 58
Table 7.5.1: Percentage Outlets ready to keep the product
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Interested Institute's
56%
58%
65%
58%
50%
52%
54%
56%
58%
60%
62%
64%
66%
Hotels Medicals Petrol
pumps
Canteen
No.OfRespondents
Graph 7.5.1: Percentage Outlets ready to keep the product
Interpretation:
Above graph indicates that out of 105 Hotels 56% hotels were interested, out of
111 Medical stores 58% were interested, 65%Petrol pumps were interested out of 34
petrol pumps and out of 55 Institutional canteens 58% were interested.
So we can conclude that among all the assessed channels of distribution, petrol
pumps had highest acceptability and Hotels had lowest acceptability towards Frito-Lays
products.
Total Sale & Per Outlet Order from the Type of Outlets:
Types of outlet Total sale % POO (Rs).
Institutional Canteens 6765 8 845
Medical Stores 10864 1
3
310
Hotels 52553 6
2
1696
Petrol pumps 14603 1
7
1826
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Total 84785
Table 7.5.2: Total sale &Per Outlet Order
Interested Institute's and their respective Share
8%
13%
62%
17%
Institutional Canteens Medicals Petrol pumps Petrol pumps
Graph 7.5.2: Interested Institute and Respective share
Interpretation:
The above chart depicts that out of the total sales from all the assessed channels of
distribution, hotels contributed toward 62% of the sales, petrol pumps contributed toward
17% of total sales, institutional canteens contributed toward 8% of total sales, medical
stores contributed toward 13% of total sales. This shows that in the process of entering
into the new channels of distribution, Frito-Lays products were effectively developed in
hotels followed by petrol pumps, but in medical stores and institutional canteens as they
were less developed.
Type of outlet Sample Total tapped
outlets
Tapped
%
Total
sale
POO
(Rs)
Institutional
canteens
55 8 15 6765 845
Medical stores 111 35 32 10864 310
Hotels 105 31 30 52553 1696
Petrol pumps 34 8 24 14603 1826
Total 305 82 84785
Table 7.5.3: Percentage Outlets Tapped
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Type of outlet Universe Remaining
Outlets
POO
(Rs)
Potential
outlets
Potential
incremental business
(Rs.)
Institutional
canteens
350 342 845 50 42250
Medical stores 900 865 310 273 84630
Hotels 600 569 1696 187 317152
Petrol pumps 40 32 1826 8 14608
Total 1890 1808 518 458640
Table 7.5.4: Potential Incremental Business
Effectiveness of Potential Channels
845
310
1696 1826
0
500
1000
1500
2000
Institutional
Canteens
Medical
Stores
Hotels Petrol Pumps
Potential Channels
Business (in
Rs.)
Graph 7.5.3: Effectiveness of Potential Channels
Interpretation:
Above chart depicts that among all the potential channels, petrol pumps, shows
highest P.O.O. followed by Hotels, Medical stores and Institutional canteens shows the
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least P.O.O. compare to them. From this we can estimate potential market and incremental
business for Frito-Lays products in Nashik city.
Type of outlet Universe Sample Total tapped outlets %
Institutional canteens 350 55 8 2.28
Medical stores 900 111 35 3.88
Hotels 600 105 31 5.16
Petrol pumps 40 34 8 20
Table 7.5.5: Percentage Channel Development
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Type of Channel & its Percentage dvelopment
0
5
10
15
20
25
Institutional
Canteens
Medical Stores Hotels Petrol Pumps
Channel Type
Percentage
Graph 7.5.4: Percentage Channel Development
Interpretation;
This chart shows that out of the whole universe 2.28% canteens are developed,
3.88% medical stores are developed, 5.16% hotels are developed and 20% petrol pumps
are developed.
Channels POO
1. Traditional channels 1000
2. Newly developed channels
a. Petrol pumps 1826
b. Medical stores 310
c. Hotels 1696
d. Institutional canteens 845
Table 7.5.6: POO, Traditional Vs Developed
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FRITO LAY INDIA
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Traditional Vs Newly Developed Channel's Potential
1000
1826
310
1696
845
0
200
400
600
800
1000
1200
1400
1600
1800
2000
Channels
Sales(POO)
Traditional Channel Petrol Pumps Medical Stores
Hotels Institutional Channel
Graph 7.5.5: POO, Traditional Vs Developed
Interpretation;
Above chart shows that new channels like petrol pumps and hotels has more POO
then that of traditional channel. So there is so much potential in the new channels that has
still not acquire. Company has to make strategies in converting these potential channels
into developed channels.
 LIMITATIONS OF STUDY
Like any research project, the data collection is based on various sampling
techniques and sample sizes, which forms the very core of it. These also bring so many
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variations and have their own inherent limitations; the above hypotheses have many
limitations, major ones are as listed below:
1. The survey was limited to geographical area of Nashik city only
2. Duration for the project was limited to 2 months only
3. People were reluctant to give complete and correct information.
And so it is assumed that the information collected from the
respondents is correct.
4. As this project involved assessment and development of new
channels of distribution like Petrol pumps, Hotels, Institutional
canteens and Medical stores, it was quite impossible to cover all
these channels and receive their acceptance in a short duration of
Two months. So sample size was restricted to a small portion of the
universe
 FINDINGS:
• The level of awareness was found to be highest for Kurkure and Lays amongst the
product portfolio of Frito-Lays. It was observed from the survey that awareness of
Cheetos and Lehar was very low.
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• As far as source of awareness is concerned, major source of awareness for Frito-
lay product has been TV ads and poster and Banners. Newspaper and Magazines
plays a manor role in creating awareness about co. products.
• Survey projects the fact that around 58% of the total surveyed Medical stores, 58%
of the Institutional canteens, 56% of the Hotels and 68% of the Petrol pumps were
ready to keep Frito-Lays products.
• The respondent who rejects the idea of keeping Frito-Lays products in different
channels had different reason like margin problem, space problem, demand
problem and some other reason.
• As far as availability of impulse products is concerned Cadbury and Biscuits are
mostly available in Medical stores, Coke and Chips are mostly available in Hotels
and in Canteens fast food and Biscuits are mostly available.
• Out of 105 Hotels 56% showed interest towards Frito-Lays products, out of 111
Medical stores 58% were interested, 65% Petrol pumps were interested out of 34
and out of 55 Institutional Canteens 58% of canteens were interested.
• Among all the assessed channels of distribution, petrol pumps had highest
acceptability and Hotels had lowest acceptability toward Frito-Lays products.
• As far as effectiveness of these potential channels are concerned, Frito-Lays
products were mainly developed effectively in Hotels and Petrol pumps, following
by Schools and Medicals where as they were less developed in colleges.
• Among all the interested Institutional canteens, Frito-Lay products are mostly
demanded by school canteens owners (50%) followed by college canteen owners
(31%). It is least demanded in office canteens and Hospital canteens.
56

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• Out of the total sales from all the assessed channels of distribution, Hotels
contributed towards 62% of the total sales, Petrol pumps contributed towards 17%
of total sales, Medicals contributed towards13% of total sales where as
Institutional canteens contributed toward 8% of total sales.
• New channels like Petrol pumps and Hotels more POO then that of traditional
channels.
• Among all the potential channels, Petrol pump shows highest POO followed by
Hotels. Medical stores and Institutional canteens show the least POO.
 CONCLUSION:
• Lays, Kurkure and other products of Frito-lay are of impulsive nature like
Pepsi, Coke, Biscuits and Cadbury. Hence continuous efforts are required
outlet, outlets like petrol pump, Medical stores, Hotels etc, need to be well
developed.
57

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• A sales promotion effort of the company has led to the highest awareness of
Lays, Kurkure amongst the people in Nashik city.
• Majority of the brands are known by TV ads followed by posters and Banners.
Newspaper and Magazines play a minor role in creating awareness.
• From the availability of different impulse product in different channels we can
say that in the impulse products category Frito-lays Company also has potential
for its products.
• Frito-lays products has good amount of potential in the mention channels of
distribution.
• The respondent who rejected the idea of keeping Frito-lay products in different
channels had different reasons like margin problem, space problem, demand
problem and some other reasons.
• Among all the assessed channels of distribution, Petrol pumps had highest
acceptability towards Frito-lays products.
• In the process of entering into the new channels of distribution, Frito-lay
products were effectively developed in Hotels and on Petrol pumps. But
Average sales for Medical stores and Institutional canteens were very less in
the beginning.
• Among all the potential channels, Petrol pump has highest POO followed by
Hotels, Medical stores and Institutional canteens have the least POO compare
to them. From this we can see that Frito-lays product have more potential in the
new channels, which has still not acquire.
• As it is seen that newly developed has more average sale then of traditional
channels, we can say that Frito-lay products have good potential in these new
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channels also and can give more incremental business if proper steps
implemented.
 SUGGESTIONS:
• For developing all the assessed potential channels salespersons should be
well trained. Different outlets to be visited by a salesman should be well
defined and information to the salesman in the consideration of the route to
which it is situated.
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This would reduce the repetitive visit to the same outlets, which will
eliminate the unproductive elements – loss of man-hour and most important
time.
• For the brands like Cheetos and Lehar, all the channels assessed were least
aware of it so company should promote only Lays and Kurkure for first few
months and then simultaneously make efforts to promote Cheetos and
Lehar also.
• As it is a non-retailing business, its structures is different than traditional
channels. So company should make separate distribution pattern for it.
• The visibility factor would be major area of concern for Petrol pumps. So
company should take maximum benefit of space of Petrol pump to display
products. It will help the company to attract consumers.
• As impulse products like Coke, Biscuits and Cadbury are mainly available
in these channels company has got potential to promote their brands in
these outlets.
• Company should not go for adding more flavours as have already enough
no. of flavors this will avoid confusion
 REFERENCES
1. Marketing Management, by Philip Kotler, the Millennium Edition, Prentice
Hall Publication.
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2. Marketing Management, by Ramaswamy & Namakumari, Third Edition,
McMillan Business Books.
3. Marketing Research, by Luck & Rubin.
4. Research Methodology, Methods and Techniques, Second Edition, Wishwa
Prakashan.
5. David A. Aaker, V. Kumar, George S. Day,” Marketing Research”,
Seventh Edition, 2002, John Wiley and Sons Inc.
6. www.frito-lays.com
7. www.pepsico.com
 ANNEXURE
 SALES REPORT OF NEWLY DEVELOPED CHANNELS
S. N. PETROL PUMPS SALES (Rs.)
1 ARKAY 3910
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2 VINOD 2656
3 MANGAL GARDEN 1859
4 PRAKASH 1770
5 BOOB SERVICES 1752
6 PALIJA 1239
7 DECCAN 1151
8 GOVIND 266
Total 14603
SR NO MEDICAL STORES SALES (Rs.)
1 ABJINAV MEDICAL 443
2 JAGDISH 285
3 OM MEDICAL 458
4 PARAS 265.8
5 SAHAYADRI 354
6 SHIRISH 443
7 SHREE SEVA 354
8 SHREE KRIPA 318
9 KRISHNAI 265.5
10 SHREE RANG 88.5
11 AMOL RAJ 332.5
12 SAMARTH 230
13 CHANDAN 354
14 SHEETAL 319
15 ATHARV 425
16 VINAYAK 265.5
17 BHAKTI 230
18 RAJ MEDICAL 225
19 SANJIVAN 265.5
20 K.S.MEDICAL 319
21 SANDESH 365.5
22 YOGESHWAR 354
23 SAFALYA 88.52
24 AKSHATA 332.25
25 MANISH MEDICAL 225.5
26 GODAWARI 386.25
27 PANKAJ 232.36
28 SHUBHAM 178
19 NEW SURAJ 513.78
30 VISHAL 318.96
31 TULJAI 88.5
32 GAJANAN 88.5
33 TRIMURTI 178
34 SAMARTH 265.5
35 SHREE MEDICALS 708
Total 10864.08
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.
SR NO INSTITUTIONAL CANTEENS SALES (Rs.)
1 DR MOONJE 2302
2 DEV COLLEGE CANTEEN 1045
3 BOYS TOWN 886
4 AJINKYA 708
5 SYMBOISIS S S GEN 708
6 R.P.(GUJ MAH MAN) 443
7 ST FRANCIS 443
8 DESAI CANTEEN 230
Total 6765
SR NO HOTELS SALES (Rs.)
1 SAHYADRI 4061
2 SAI ARADHAANA 3203
3 TAPASVI 3186
4 PRAKASH 2656
5 MATRUPRASAD 2124
6 PADMALAXMI 1947
7 KALRAJ 1947
8 KUSUMRAJ 1594
9 CHANDRALOK 1593
10 SHIVGANGA CLASSIC 1416
11 NANDANVAN 1416
12 SAHIBA 1416
13 KINARA 1382
14 MAZDA 1151
15 RAHI 886
16 S.T.CANTEEN 886
17 GARVA PATHRDI 885
18 AMBIKA 824
19 ASWAD 686
20 PRAKASH BAKERY 666
21 SANTOSH CAFÉ 580
22 SHYAMSUNDAR 531
23 MAZDA CAKE SHOP 514
24 TARNE TEA STALL 425
25 MADHAV SNACKS 354
26 ANNAPURNA 332
27 PANCHAVATI YATRI 266
28 PANCHAVATI ELITE 266
29 WELCOME 265
30 ANAND TEA HOUSE 226
31 RAJAN TEA POINT 234
Total 52553
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 QUESTIONNAIRE FOR INSTITUTIONAL CANTEENS
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FRITO LAY INDIA
.
Name of institute:- _____________________________________________
Address:-____________________________________________________
Kind of institute:-a) School b) College
c) Office d) Hospital
Name of the canteen owner:-____________________________________
Q: Are you aware of our following brands?
Lay’s Kurkure
Cheetos Lehar
Q: How do you know our products?
TV ads
Magazines
News papers
Posters and banners
Other
Cadbury
65

FRITO LAY INDIA
.
Chips
Fast food
Biscuits
Q: Would you like to keep our product?
Yes
No
Q: If no, for what reason?
Margin
Scheme
Effect on own product
Other
 QUESTIONNAIRE FOR HOTELS
66

FRITO LAY INDIA
.
Name of hotel:-_______________________________________________
Owner’s name:- ______________________________________________
Phone No:-____________
Address:-____________________________________________________
Type of hotel:-
Restaurant
Restaurant & bar
Lodging
Lay’s Kurkure
Cheetos Lehar
67

FRITO LAY INDIA
.
TV ads
Magazines
News papers
Posters and banners
Other
Cadbury Cold Drink
Chips Biscuits
Yes
No
Margin
Scheme
Other
 QUESTIONNAIRE FOR MEDICAL STORES
68

FRITO LAY INDIA
.
Name of Medical store:-_________________________________________
Owner’s name:-_______________________________________________
Phone No:-____________
Address:-____________________________________________________
Lay’s Kurkure
Cheetos Lehar
TV ads
Magazines
Newspapers
Posters and banners
Other
69

FRITO LAY INDIA
.
Cadbury
Chips
Cold Drink
Biscuits
Yes
No
Margin
Scheme
Other
 QUESTIONNAIRE FOR PETROL PUMPS
70

FRITO LAY INDIA
.
Name of Petrol pump:-__________________________________________
Owner’s name:--______________________________________________
Phone No:-____________
Address:-____________________________________________________
Q: Do you provide following facilities on your petrol pump?
Coffee/Cold drink vending machine
Attached Dept. store
Fast food/Packed snacks consumption center
Q: If Dept. store is attached, do you keep the following products?
Cadbury Chips
Fast food Biscuits
Q: are you aware of our following brands?
Lay’s Kurkure
Cheetos Lehar
71

FRITO LAY INDIA
.
TV ads
Magazines
News papers
Posters and banners
Other
Q: Would you like to keep our product in the mean while customer waits to refuel
the petrol?
Yes
No
Q: What would make you happy to go for Frito Lay’s product?
Branded display rack
Special discount scheme
More margins
Other
72

0601025 assessment and development of new channels of distribution

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