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2. Table of Contents
Review of Related Literature ................................................................................................. 7
FMCG Industry Snap Shot: ................................................................................................. 15
FMCG industry size .............................................................................................. 15
Category Wise Share of Sector: ........................................................................... 16
FMCG Growth: urban and rural ............................................................................ 16
India: Consumption Story..................................................................................................... 18
Segmentation analysis for fruit juice ............................................................................... 19
Geographic segmentation: .................................................................................... 19
Demographic segmentation: ................................................................................. 19
Socio-economic segmentation: ............................................................................. 20
Psycho graphical segmentation: ........................................................................... 20
Details of Actual work undertaken ...................................................................................... 23
Tropicana-Impulse Buy ...................................................................................... 23
Tropicana: Extremely Lucrative product for Retailer ............................................. 23
Classification of Market: Delhi & NCR .................................................................. 25
Understanding Market Scenario:-Faridabad ......................................................... 28
Understanding Reporting Hierarchy and Responsibilities:-................................... 29
Myopic Hierarchy View-Faridabad ........................................................................ 30
Understanding -Merchandising/ Displays: - .......................................................... 30
Distributor’s Role .................................................................................................. 31
Understanding Mechanics of Distribution Channel ............................................... 32
Distributor Web in Delhi &NCR(Faridabad & Gurgaon) ........................................ 36
Faridabad Market:- ............................................................................................... 38
S.W.O.T analysis of Faridabad Tropicana Market ........................................................... 39
Area Details .......................................................................................................... 40
Birds Eye View-Central Delhi .............................................................................................. 41
Coverage Areas-Finding Tropicana Gaps ............................................................ 41
Questionnaire Details for Tropicana –Central Delhi .............................................. 42
2

3. Survey Form-Explained Logic & Underlying Need .................................................. 43
Sales exercise:- .................................................................................................... 44
Pricing of Tropicana and Gatorade ....................................................................... 44
Sales Progress:- ................................................................................................... 45
Estimation Exercise .............................................................................................................. 47
Estimation Exercise .............................................................................................. 48
Understanding Fields -Manpower Estimation ....................................................... 48
Deciphering-Man power Estimation ...................................................................... 48
Market under Scanner:-Karol Bag ........................................................................ 52
Karol Bag:-Deciphering Ground Reality .................................................................... 53
Market under Scanner-Gole Market, C.P, Pahar Ganj.......................................... 54
Gole Market, C.P ,Pahar Ganj:-Deciphering Ground Reality ................................. 55
Market under Scanner-Chandni Chowk ................................................................ 56
Chandani Chowk:-Deciphering Ground Reality ....................................................... 57
Market Under Scanner-Jhandewalan ................................................................................ 58
Jhandewalan:-Deciphering Ground Reality .............................................................. 59
Market under Scanner-Sadar Bazar ..................................................................... 60
Sadar Bazar:-Deciphering Ground Reality ................................................................ 61
Market under Scanner-South Patel Nagar ............................................................ 62
South Patel Nagar:-Deciphering Ground Reality ..................................................... 63
Market under Scanner-East Patel Nagar and Rajinder Nagar .............................. 64
East Patel Nagar and Rajinder Nagar-Deciphering ground reality ....................... 65
Market under Scanner-West Patel Nagar ............................................................. 66
West Patel Nagar-Deciphering ground reality .......................................................... 67
Understanding Questionnaire-Competitor’s Margin:- ............................................ 70
Traders and Distributor Margins ........................................................................... 71
Findings of Study:- ................................................................................................................ 78
Summarized data s for Central Delhi is as follows .......................................................... 78
Consolidated Graphical Findings –Central Delhi .................................................. 79
Findings Consolidated –Central Delhi................................................................... 80
3

4. Below are the consolidated findings for Central Delhi........................................... 80
Consolidated Graphical Findings West Delhi ........................................................ 81
Areas Covered –West Delhi ............................................................................... 82
Consolidated Graphical Findings-North Delhi ................................................. 83
Area Covered-North Delhi .................................................................................. 84
This data was collected by team members. .......................................................... 84
Consolidated Graphical Findings-East Delhi ................................................... 85
Findings-Estimation Exercise ............................................................................... 87
Finding Distributor details:-Unified ........................................................................ 88
Reaching Distributor Point:- ....................................................................................... 88
Infrastructure:-................................................................................................................ 89
Expenses of Distributor:- .............................................................................................. 90
Dissatisfied Distributor:- ............................................................................................... 91
References and Bibliography. ........................................................................................... 103
4

5. Title of the Project undertaken
Juice Market-Tropicana & Competition Analysis
Need & Objectives of the project
Tropicana business for PepsiCo in Delhi is not reaping profits for the firm. PepsiCo’s
Tropicana in juice market faces a daunting challenge from Dabur's Real in Delhi.
Dabur’s has staggering 60% market share in Industry whereas as of now Tropicana
stands at meager 20%.So clearly there is a visible gap in terms of market presence
where Tropicana is lagging.According to survey done by AC-Nielson ,out of 60,000
shops Tropicana is present only in 12000 shops and price of knowing the name of
shops cost 12L to company/ Need of this project was felt as company wanted to
depict the real market scenario from Quality man power, free from any biases and
presenting the grass root level reality of the product’s presence in Delhi region. After
taking the feedback/suggestions from summer trainees they can work on their soft
spots. Secondly, company require practically innovating strategies on how to
increase sales figure from 75 Crore to 200 Crore-which clearly focuses on the big
picture and hence, enabling the brand Tropicana to increaseits appeal and value.
Also the untapped shops asks for more resources for better coverage and better
execution.
On 17-04-2010 PepsiCo launched their new product Gatorade Sports Mix
Company’s aim is to make sure that Gatorade reaches the counter where Tropicana
is already present and also to make clients aware of the product
The following are the objectives of the product undertaken:
1. Find the market “Where Dabur’s Real is present but Tropicana is
missing??”-directly enabling the Tropicana to increase its presence across
5

6. new consumer base in turn increasing sales and hence forth increasing its
revenue
2. Calculating hidden sales from untapped markets and doing human resource
estimation.
3. Finding places where PepsiCo can sell its Tropicana in high volumes that
differ from traditional trade. E.g. placing Tropicana within the cafeteria of Life
Insurance Corporation facility located in “Canaught-Place” or placing
Gatorade at various fitness centre like Goldie’s-Gym to give incremental
growth to organization and hence increase its value.
4. How to optimize supply chain of Tropicana?
5. Why Dabur’sReal is ubiquitous across Delhi when compared to Tropicana?
6. How their business model differs?
7. Do Competitive analysis of margins and scheming of beverage industry-find
out the retailer margins and distributor margin of competitor beverages. This
will enable organization to know what offerings are competitors making to
clients,
8. Preparing a blue print on how to turbo charger the sales of Tropicana from
75Crore Last year to 200Crore this year
The entire project was divided into three phase:
Market Gaps
• Finding untapped market for tropicana
• Find out market share of Tropicana and Real
• Improvement -Recommendations
Estimatie Exercise
• Calculating manpower needed to cover untapped shops
• Finding untapped sales potential
Sales Exercise
• Hands on Experience for Tropicana/Gatorade
• Traditional Trades-West Delhi
6

7. Review of Related Literature
The study of related literature for conducting research is important and helpful in
understanding the need for the research undertaken. It is also done in order to
familiarize oneself with the work that has been done in the areas of one’s interest
and to get some useful information in order to understand the problems and issues
of the research topic. Thus, it was essential to review the relevant literature for the
variables of feeling of alienation and frustration and the effect of guidance on the
above mentioned variables of mothers of mentally challenged children. Only the
major research findings are given here below.
MARKETING:
Marketing is an integrated communications-based process through which individuals
and communities discover that existing and newly-identified needs and wants may
be satisfied by the products and services of others.
Marketing is defined by the American Marketing Association as the activity, set of
institutions, and processes for creating, communicating, delivering, and exchanging
offerings that have value for customers, clients, partners, and society at large. The
term developed from the original meaning which referred literally to going to market,
as in shopping, or going to a market to buy or sell goods or services.
The Chartered Institute of Marketing, which is the world's largest marketing body,
defines marketing as "The management process responsible for identifying,
anticipating and satisfying customer requirements profitably.
Marketing practice tended to be seen as a creative industry in the past, which
included advertising, distribution and selling. However, because marketing makes
extensive use of social sciences, psychology, sociology, mathematics, economics,
7

8. anthropology and neuroscience, the profession is now widely recognised a science,
allowing numerous universities to offer Master-of-Science (MSc) programmes. The
overall process starts with marketing research and goes through market
segmentation, business planning and execution, ending with pre and post-sales
promotional activities. It is also related to many of the creative arts. The marketing
literature is also infamous for re-inventing itself and its vocabulary according to the
times and the culture.
According to Boone Kurtz Mackenzie Snow,“Marketing is an organizational function
and a set of process for creating, and delivering value to customers and for
managing relationships in way that benefit the organization and its stakeholders”
MARKET SHARE:
Market share, in strategic management and marketing is, according to Carlton
O'Neal, the percentage or proportion of the total available market or market segment
that is being serviced by a company. It can be expressed as a company's sales
revenue (from that market) divided by the total sales revenue available in that
market. It can also be expressed as a company's unit sales volume (in a market)
divided by the total volume of units sold in that market. It is generally necessary to
commission market research (generally desk/secondary research, although
sometimes primary research) to estimate the total market size and a company's
market share.
8

9. According to David Campbell, George Stonehouse, Bill Houston (1999) ,market
share is measure of an organizations performance with regard to its ability to win and
retain customers. It can be measured by either volume or by value.
Malcolm McDonald(2002), highlights thatMarket Share is the proportion of actual
sales(either volume or value) within a defined market, and is thus a measure of
satisfying customers
MARKET SHARE ANALYSIS:
Market share analysis is an important part of market analysis and indicates how well a
firm is doing in the marketplace compared to its competitors. It is a part of marketing
research process.
Stages of marketing research process
Problem Definition
The first step in any marketing research project is to define the problem. In defining
the problem, the researcher should take into account the purpose of the study, the
relevant background information, what information is needed, and how it will be used
in decision making. Problem definition involves discussion with the decision makers,
interviews with industry experts, analysis of secondary data, and, perhaps, some
qualitative research, such as focus groups. Once the problem has been precisely
defined, the research can be designed and conducted properly.
9

10. Development of an Approach to the Problem
Development of an approach to the problem includes formulating an objective or
theoretical framework, analytical models, research questions, hypotheses, and
identifying characteristics or factors that can influence the research design. This
process is guided by discussions with management and industry experts, case
studies and simulations, analysis of secondary data, qualitative research and
pragmatic considerations.
Data Preparation and Analysis
Data preparation includes the editing, coding, transcription, and verification of data.
Each questionnaire or observation form is inspected, or edited, and, if necessary,
corrected. Number or letter codes are assigned to represent each response to each
question in the questionnaire. The data from the questionnaires are transcribed or
key-punched on to magnetic tape, or disks or input directly into the computer.
Verification ensures that the data from the original questionnaires have been
accurately transcribed, while data analysis, guided by the plan of data analysis, gives
meaning to the data that have been collected. Microsoft Excel is used for data
interpretation.
10

11. Cross Selling:
Khurana, author of Information technology for retailing defines cross selling as
sales techniques of selling additional products to existing customers
Jane W.D'Arista (1994) highlights that cross selling merely reflect an institutions
efforts to inform customer of other services available .Or it may involve explicit
packaging arrangements ,in which access to one service depends on purchase of
another
According to GalitShmueli, Nitin R. Patel, Peter C.Bruce (2007) cross selling is an
opportunity. Once a customer has "taken the bait" and purchase one product, try to
sell them another while you have their attention
Visual Merchandising
Bhalla author of Visual merchandising sates that -Visual merchandising is defined as
the presentation of any and all merchandise at its best:(i)color coordinated-
(synchronized-colors),(ii)accessorized(related-roducts/props);and (iii)self explanatory
(descriptive/illustrative)
Visual merchandising is the activity of promoting the sale of goods, especially by
their presentation in retail outlets. (New Oxford Dictionary of English, 1999, Oxford
University Press)
11

12. Rosemary Varley (2001) indicated that visual merchandising is used for aspect of
product management that is concerned with presenting the product within a retail
outlet to its best advantage.
Ko Floor (2006) observed that Visual Merchandising injects life into the store as well,
dramatizing the brand and merchandise offer.
NirupamaPundir observes that visual merchandising is the “icing on the cake”. It’s
the first tactical representation of projected merchandise that the customer will see.
12

13. Research Methodology adopted
Research in common parlance refers to search for knowledge
The term research refers to the systematic method consisting of enunciating the
problem , formulating a hypothesis collecting the data , analyzing the facts and
reaching the certain conclusions either in the form of solution towards the concern
problem or in certain generalization for some theoretical formulation .
Research Methodology is a way to systematically solve the research problem .It may
be understood as a science of studying how research is done scientifically.
For completing the project work, data inputs were collected from the following
sources:
Primary Data:
Collected data through discussion with the Sales manager/Area sales
manager of PepsiCo.
Secondary Data:
Collected data from personnel manual of Pepsi.
Collected data from different magazines, journals, News papers and Internet.
Research method being followed is Survey Method and Observations. The
sampling unit is the basic unit containing the elements of the population to be
sampled. Sampling unit for the study include different retailers of Central Delhi.
After covering particular market data digging is performed and consolidated results
of each market is shown in organization in graphical format along with
suggestions/scope of improvement to maximize market penetration of our product.
This easy to understand data present the unbiased picture of market to the
13

14. organization and helps them to create value for their product to customers by giving
them better services, higher management by letting them know their soft spots and
finding areas of immense potential in markets .Output of this survey was given as
feed back to Territory Development Manager and Area Sales Manager ,which when
consolidated is presented to upper management ,discussed in organizational
reviews .Area wise input is given to central executive of that region enabling him to
know the opportunities available for him to do more business which in term helps him
to achieve his target and ultimately yielding to better appraisal and growth in firm.
14

15. FMCG Industry Snap Shot:
Indian FMCG Personal care &
Steady double digit
industry size Food products
growth in the
estimated at dominate the
sector
around US$ 25 bn. sector
Many categories Rural India
are currently small contributes c. 33%
andoffer huge of the overall
potential FMCG sector
FMCG industry size
In Rs billion MAT DEC 2008 MAT DEC 2009
FMCG Industry Size 1,023.9 1,161.1
Growth rate (%) 13.4%
Source: AC Nielson
15

16. Category Wise Share of Sector:
Hair Care
7%
hair care
OTC 7% fabric care
baby products 11%
care 4%
2% others
Food Products
5%
40%
household Personal Care
4% 20%
Source:AC Nielson
40% share of food products in F.M.C.G offers whole set of opportunity for juice
segment.
FMCG Growth: urban and rural
16

17. Juice Market -India
Indian Juice industry has emerged as a great opportunity for non-alcoholic drinks
market and poses great opportunity for many firms.
According to RNCOS (industry research firm) latest research, “Indian Non-Alcoholic
Drinks Forecast to 2012”, the juice market (including both fruit and vegetable) has
emerged as a fastest growing segment of the Indian non-alcoholic drinks market
over the recent past. Market research foresees the Indian market for fruit/vegetable
juices to grow at a CAGR of around 24% (in volume terms) and around 30% (in
value terms) from now till 2012.
It is learnt that convenience and natural taste together with health-consciousness
has played an important role in the growth of Indian juice market in recent years.
Sales have been boosted by the changing lifestyle of the Indian middle-income
group amid rapid urbanization. Furthermore, it has been seen that cola sales have
fallen dramatically after rising health concerns associated with it and this seem to
have benefited the fruit beverage industry. Tetra packs have emerged as a boon for
providing practically fresh and preservative-free juice.
Number of Indian players have been entering or expanding their portfolio into the
segment, after acknowledging the enormous future market potential. Dabur India, for
instance, recently planned to expand its offering under flagship fruit drink brand
'Real'. It is also planning to add two more variants as it eyes a bigger pie of the
Indian fruit-based juice market. Another player, Parle Agro, the maker of mango
drink Frooti, announced its entry into the 100% juice market in late 2008. Other
major brands include PepsiCo’s Tropicana and Coca-Cola’s Minute Maid.
17

18. India: Consumption Story
Estimated juice market in India is worth RS 600Crore.So with an ever-growing
customer base of Middle- Class, juice making companies will have wider access to
consumers who can shell out money to buy juices.
So we can say with ever increasing disposable income and increasing awareness
among consumers there is immense potential in Juice market in upcoming years.
18

19. Segmentation analysis for fruit juice
Introduction:
India is the second largest market for foods and vegetables in the world. The
production of fruits account for 48.5 million tones. However, the fruit juice market has
not been fully tapped because of poor infrastructure and storage facilities, and highly
unorganized market.
However, with people turning more health conscious, the non-carbonated beverages
have become one of the fastest growing businesses. The major growth drivers in
fruit juice market are increase in health consciousness, disposable incomes, and
more sophisticated cocktail culture. The category of fruit juices are dominated by
Pepsi with its brand Tropicana, Dabur Foods with its brand Real, Coca Cola India
with its brand Maze. The market now has a variety of fruit juices like 100 % fruit
juice, nectar, fruit drinks, fruit-based milk drinks and fruit-based soya milk.
Geographic segmentation:
The fruit juice market share is concentrated in the metros like Delhi, Mumbai, Kolkata
and Chennai; mini metros like Benguluru, Hyderabad, Pune, Chandigarh,
Ahmadabad and small cities like Ludhiana, Amritsar and Jalandhar.
The growth of the fruit juice market increased with the proliferation of the
supermarkets and malls in the metros and mini-metros.
As a growing category, fruit juices must fight the battle to win the shelf space of
markets. Hundreds of new beverages are introduced every year. Even though more
supermarkets are being built in a larger size, their shelf space is still unable to
accommodate all of these new beverages in the market.
Demographic segmentation:
The regular consumers of fruit juices are children, educated housewives, executives,
working professionals, young health-conscious adults and the ageing population.
The fruit juice companies have targeted all the age groups by different juices. The
customized packaged fruit juices are targeted at kids below 6 years. They are
available in number of flavors and fortified with calcium which is required in higher
19

20. quantities by children below 6 years of age. Further, they are available in 200 ml
packs which are just right for kids.
The different pack sizes like the half and one liter pack are aimed at increasing the
in-home consumption of juices.
Fruit juices are an instant source of energy which helped in tapping the
sportspersons and kids who are actively involved in sports. For example, Pepsi’s
Tropicana has tied up with equestrian sports and polo clubs to build bridges with the
well-heeled young adults.
The increasing cost of health care has helped widen the customer base to the
ageing population. Also, as fruit juices are rich in energy and nutrients, ill and post
surgery patients on liquid diet have increased the customer segment.
Socio-economic segmentation:
The fruit juice market has shown a tremendous growth in the recent years. One of
the major reasons for this is the increase in the disposable income. Generally,
individuals belonging to higher and middle socio-economic strata are the regular
consumers of packaged fruit juices. However, the 65 ml packs of mango Frooti
launched in Pune by Parle Agro for Rs. 5 has aimed at broadening the socio-
economic customer segment.
Psycho graphical segmentation:
Healthy living is a growing trend. However, fruit juices have more to offer than just
health. They provide an easy gateway to a healthy lifestyle. Consuming fruit juices is
almost an effortless switch compared to dieting or exercising and it does not require
major behavioral change. Active and health oriented people are no longer the
primary consumer of fruit juices. Nowadays, the consumer base for fruit juices is
broader. These products attract a wide range of consumers ranging from those
having specific health needs to those simply looking for healthy refreshments. In the
next few years, the fruit juice industry will be challenged by these savvy, confident,
and opinionated consumers. They no longer see these beverages as simple thirst
quenchers with health benefits. They see these products serving other needs that fit
a simple and logical proposition, such as ease of preparation, high level of
20

21. availability, ergonomic packaging, portability, and other factors that make up an
individual's perception of value.
In order to attract the kids segment, the Tetra packs have animated fruit characters
which communicate the fun, taste, and nutrition aspect. Moreover, the parents can
give their children a portable beverage that is a healthy alternative to the nutritionally
bankrupt soft drinks. They are designed in such a way as to fit in the Tiffin
boxes.Further, there has been an increasing interest in more natural, organic
products. Consumers perceive this as the next best thing to having a fresh fruit.
Convenience is no longer the selling point, the naturalness is.
However, there are certain consumers who are wary of packaged food, as they feel it
has preservatives and are not fresh. Thus, companies like PepsiCo, Dabur Foods
Ltd. have developed preservative free fruit juice offering consumers with a great
taste and wholesome nutrition of freshly squeezed juice in hygienic and attractive
packs.
However, despite of health benefits, some youngsters love to drink only carbonated
soft drinks. Thus, some companies have developed carbonated fruit juices which do
not contain caffeine and caramel coatings that are harmful to health.
The increased consumer interests in fruit juices can also be attributed to the addition
of minerals, vitamins and herbs associated with health, vigor, longevity and
enhanced quality of life,. There is a niche which is now demanding more top quality,
premium products and produced with added vitamins, minerals, fibs, soy or omega-
3. There are niche customers who take juice as a part of their diet and do not bother
about the taste.
For many consumers, flavor is the deciding factor. While orange, apple and mango
dominate the market, other juices such as grapefruit, watermelon and orange-carrot
combination are also appealing to some. In order to match the traditional taste buds,
traditional recipes like AaamkaPanna and jamun variants have been introduced in
the market.
Conclusion:
Product development and positioning will need to become more targeted, shifting
from mass market to a mass customized approach in which particular audiences are
identified by lifestyle, ethnic group and other factors. Thus, the fruit market is very
21

22. lucrative. Among the market drivers are the increasing cost of healthcare, ageing
population, consumer health awareness and choice and scientific evidence of
certain ingredients.
22

23. Details of Actual work undertaken
Tropicana-Impulse Buy
PepsiCo sees Tropicana as an Impulse buy in India hitherto and not a planned
purchase. Aim of Tropicana division is to make it a planned purchase within Indian
community and make it a part of consumer’s daily breakfast. Impulse buy means an
unplanned buy .When a family is going to market for grocery shopping, name of
Tropicana Juice is never mentioned in the shopping list. It is only at the moment
when consumer enters a shopping store and sees Tropicana he picks it up and buy.
So SHELF-VISIBILITY is an important facet for sales of Tropicana. F.M.C.G goods
like tooth paste, soap are planned purchase.
Aim of Tropicana Division In PepsiCo’s Gurgaon office is to make Tropicana a
planned purchase rather than an impulse buy.
Tropicana: Extremely Lucrative product for Retailer
Being a great health product for consumer it is also a very lucrative product for
retailer as well. It offers a trade down margin of 15% in addition to additional
scheming that can go up to 5% for Traditional Trade. Margin of Distributor is 5%.
For easier assimilation look at the below table
Tropicana 1 L Price INR
Cost Distributor 62.10
Cost Retailer 65.21
Cost Consumer (M.R.P) 75
Margin Retailer 9.78
23

24. So a 1L pack of Tropicana with M.R.P 75INR cost 65 INR to Retailer generates a
handsome margin of 9.7 INR. So a Wills Navy cut Cigarette costing 5INR generates
margin of 50paisa to retailer. So on selling 20 cigarette retailer generates a revenue
equivalent to selling 1 L Tropicana. So a sale of 100 INR retailers of 20 cigarettes
makes the same amount from sale of 75INR Tropicana 1L.
24

25. Classification of Market: Delhi& NCR
In Delhi Tropicana and Gatorade is sold in 3 trades
Modern
Trade
Stand
Alone Market
Modern Classification:Delhi&NCR
Trade
Traditional
Trade
1. Traditional Trade-Traditional Trade is defined as all that trade that flows through
traditional outlets, such as kiosks, corner shops, local mom and pop shops, open
markets, etc. It represents all trade with the exception of that which flows through
retail chains, supermarkets, or super stores
Key Characteristics
a) Traditional trade is characterized by a large complex network of
independently owned retailers and distributors carrying primarily local or
regional brands.
b) It is the prevailing form of consumer trade in emerging markets.
c) It can be difficult to penetrate for both national and multi-national firms given
its highly fragmented nature, yet it serve as the conduit for reaching the
largest percentage of the consumer population
Importance of Traditional Trade can be very easily judged by the following data
25

26. For Tropicana division Traditional Trade forms heart of their business,so they
make their best to maximize the penetration at T.T.
Modern Trade:-Modern Trade is defined as all that trade that flows through retail
chains, supermarkets, or super stores, etc.
Key Characteristics:-
a) Above an indexed covered area (different users have different indices but
safe to say 3000 sq. ft. as the minimum)
b) SKUs above an index number (again, different for different users, but again
safe to peg it at above 2500)
c) Bulk Buying/ Inventory management
d) PAN India Presence.
e) Discounting (and frequently passing it out to customers as well)
f) Self Service with electronic billing and credit
g) Example: Big bazaar, Wal-Mart, , Reliance Fresh
26

27. S.A.M.T:-To much of the extent it is similar to M.T but it may/may not have
multiple chains of stores
.Example:-Garg-Dastak, Needs (18 stores in Gurgaon,SRS,Big
Apple,EzeeDay
Tropicana Share % T.T
35
30
25
Share %
20
2008
15
2009
10
5
0
Jan Feb Mar Apr May Jun Jul Aug Sep
Tropicana Share% M.T
35
30
25
Share %
20
2008
15
2009
10
5
0
Jan Feb Mar Apr May Jun Jul
27

28. Understanding Market Scenario:-Faridabad
Initially to have a better understanding of how things work and to get doubt cleared
we were instructed to meet Central Executive of Faridabad for two days.
Market Covered
Sector Covered Number of Shops
28 5
29 4
30 6
Mom and Pop Shops 12
Modern Trade Vishal Mega Mart,SRS
Smart Facts-Faridabad
a) Suburban City-Over 2 Million Population
b) Generate about 60% revenue of Haryana State
c) 50% I.T collected Haryana comes from Gurgaon & Faridabad
28

29. Learning’s: Faridabad-
Understanding Reporting Hierarchy and Responsibilities:-
One Central executive is responsible for execution of Tropicana in Faridabad. He
leads a team of three P.S.R (Pepsi sales representative) and three merchandisers
Before the morning visit start C.E talks with all P.S.R’s and list down progress of
previous day, compares it with actual target and gives them the feedback. Also he
asked for the current days plan and any issues being faced by them. Task of C.E is
to execute so it’s his responsibility that Products are being executed in the market up
to the mark, sort out any grievance that P.S.R is having issues with, fix out pricing of
Shop in Shop.
P.S.R is responsible for taking orders; managing new customer base and
merchandiser are responsible for doing visual merchandising on all the shops.
Mode of transportation for merchandiser is bicycle and for P.S.R is motor cycle.
Each P.S.R covers daily 30 shops and merchandiser 25 shops.
Every P.S.R has a Tropicana route book. It contains the following fields
a) Name of Shop.
b) Stock Details of Retailer
c) Order Details –Previous Order Details, Current order details
d) Replacements if any
This route book serves as input for distributor for order processing. Also data from all
P.S.R is consolidated by C.E and presented to Area Sales manager.
29

30. Myopic Hierarchy View-Faridabad
Central
Executive-1
Merchandisers-
P.S.R-3
3
This is a myopic hierarchy because it sees the market from a grass root level and
deals with people that only interact with retailers on a daily basis.
Understanding -Merchandising/ Displays: -
Proper merchandising and display at the store level promotes sales; it promotes the
consumer to switch over to the displayed brand ignoring existing brand loyalties; it
persuades him to buy “now” rather than latter; and it makes him buy more than the
originally intended quantity. All these are essentially sales promotional functions. While
advertising can only make a consumer aware of the product or generate a desire for it,
merchandising/ display often motivates a consumer to buy a product instantly. Point of
purchase displays are one of the most widely used sales promotions tools. With the
proliferation of brands, innovative displays have become a prerequisite for success. In
the store brands compete with each other for consumer’s attention.
30

31. Display Enhance Counter Pull
Display at the point of purchase can be rightly describe has a “clincher” in the marketing
process. When awareness and interest has been created in the consumers mind
through advertising and other promotional measures, a good display in the store can
help to clinch a sale. The displays are also effective in inducing brand switching. A
consumer normally goes to a retail outlet to purchase his usual brand. At the retail
outlet, a good display of a competition brand can command his attention and he may
buy the competing brand. In other word Good display can lead to impulse buying and
brand switching. A good display is the surest way to attract the consumers. It pulls the
consumers to the consumers. In fact, displays have their origins in the age old saying
that “goods well displayed are half sold”.
Display can be of various types- window display, wall display, counter display, aerial
display, or floor display, depending on where it is fixed. Display materials to constitute a
large spectrum, like posters, danglers, stickers, mobile wobblers, steamers, balloons,
etc. To enhance the display effect, manufacturers use several gadgets and approaches.
Illuminated designs, motion displays, sky writings, etc., add to the display effect. Some
companies organize display units locate them at vantage points within the store to
attract store traffic. Skillfully designed and strategically located display units can
enhance the sales appeal. More and more firms are going in for innovative displays to
give their brands visibility.
Distributor’s Role
There is one distributor that serves entire Faridabad region. Along with Tropicana he
also deals with other products of Godrej Ambi Pure, Parachute hair oil to name a
few. Distributor is appointed by the company and following points are taken into
consideration while appointing a good distributor.
a) Distributor needs to have good market reputation and links.
31

32. b) He should have good infrastructure to carry out day to day operational
activities-distributor must possess a warehouse, vehicle for delivering order
and manpower who can work as P.S.R and Merchandisers.
c) Other products that distributor sells also plays an important role and tells
about reputation and worthiness of distributor.
Salary of P.S.R and Merchandiser is paid by the distributor that later is reimbursed
by the company, .P.S.R and Merchandisers are not on company pay roles.
It must be noted that it is the Distributor and P.S.R who sells the product and not the
Company official. So an assiduous distributor is required to ameliorate the product.
Understanding Mechanics of Distribution Channel
The supply chain of products in the FMCG market in India is one of the longest
supply chains an industry could really have. There are as many as 5 levels of
intermediaries involved in the entire supply chain through which a product passes
before reaching the end consumer. What has been observed is that even though
these FMCG companies are big multinationals and Indian but face a major challenge
of making their products available in the market in the right quantities and in the right
time. This is simply because these companies don’t really have a wide network of
sales agents and other force which is required and is ideal for catering their products
to the markets.
This aspect is taken over by distributors, wholesalers and retailer whose margins on
these products actually double the price of these products when a final consumer
buys it. The margins kept by these intermediaries range from 2% to 5%.
The products in this industry are transported from manufacturing units via c & f
agencies or warehouse to distributors who further sell the same to wholesalers or
stockiest who finally sell it to the retailers in the market. These products are
transported either via roadways or railways within the domestic markets and
32

33. normally don’t take more than a week to reach the retailers. FMCG products are
normally a high volume ball game and products have to essentially be available in
the market at all given points of time and at all given points of purchase and
therefore the distribution activities are highly volatile and dynamic. The supply of
products takes place virtually on a daily basis in fixed quotas or otherwise, to
retailers as per their requisitions and the anticipation of demand and the
performance of products in the recent past. All such criteria are taken into
consideration before the quantum of products being dispatched to the next level of
intermediary. Since it’s a volume game, manufacturers make all possible efforts to
boost sales and promote their distributors to earn more and more orders from the
retailers and wholesalers. A close check is maintained on the flow of the products on
a daily, weekly, fortnightly and monthly basis to determine the trend in the business
and flow of products and consumption. This activity also helps to find out drawbacks
of the distribution system, if any, and rectify them within time.
33

34. Distribution Cycle-Tropicana and Gatorade
Factory
Carry and Forward
Distributor Modern Trades
Wholesalers
Retail Trade
Consumers
34

35. Tropicana is manufactured in India in Pune.From Pune goods are supplied to Carry
and forward agent .Carry and forward agent furthers supplies it into two divisions:-
1) C&F Agent directly send the goods to Modern Trade like Big Bazar ,Spencer
2) C&F Agent send it to distributor.
Distributor further can sell the goods to retailers or wholesalers.
1) Wholesalers further sell goods to retailer which then is received by the
consumers.
2) Retailers receiving goods directly from company’s distributor can sell goods to
consumers.
Advantages of purchase from Companies Distributor over Wholesalers.
Company
WholeSalers
Distributor
35

36. Distributor Web in Delhi &NCR (Faridabad &
Gurgaon)
So there are total 12 distributors doing business for Tropicana.
36

37. Average Turnover per disributor(Rs Crore)
Avge Turnover
3.85
2.5
1.2
0.9
2007 2008 2009 2010
37

38. Faridabad Market:-
Faridabad is a developing city .Population is unevenly spread, some places are lying
vacant and some places are densely populated.Since, it is a growing market retailers
are very friendly .Width wise coverage is excellent and the company is working on
the concept of depth. It implies that number of shops covered is healthy, but since
it’s a growing depth of Tropicana can be grown, means more cases can be sold.
In sector 28 there are line of shops that only keep Tropicana and not Real. People
are buying Tropicana and scheme of one glass free is doing wonders for company.
But places where Modern Trade and Traditional trade are located nearby concept of
cannibalization can be seen.A M.T offers Tropicana at Rs 60 where as T.T is selling
the same thing for Rs 75.So consumer prefers to go to M.T rather than T.T
Visual merchandising needs to tighten up .Attractive merchandising are missing
Proper Utilization of P.O.P material needs to be done.
Consumer trends differs according to areas (sector) Counter's Infrastructure & Stock
Holding Capacity differs according to the areas
Also consumer still think of Tropicana as imported product and very few people know
that it is a product of PepsiCo. So customer awareness is lacking
Since Faridabad is a growing city many educational institutes, hotels, private
organizations are mushrooming in the city, so there lies a big opportunity for
Tropicana to sell.
38

39. S.W.O.T analysis of Faridabad Tropicana Market
Strengths
• Width-wise excellent coverage(e.g.: outlets
covered,facings,stock )
• Aggressive sales team.
• Tropicana monopoly
• Excellent Push strategy implied.
• Tropicana 100% enjoys image of quality health product among
health conscious.
• Constantly updating counter network.
• Latest glass promotion.
Weakness
• Visual Merchandising -Meager share of eyeball of customer
• Lacking PULL STRATEGY in terms of V.M.
• Big fish eating small fish-independent retailers suffering.
• Still looked upon as Imported product vis-a-vis Real.
• Unlike C.S.D, dedicated chillers for Tropicana missing
Opportunities
• Educational institutes-School, Colleges
• Hospitals
• Medical Store
• Hotels
• Government Undertakings
Threat
• Cheap variant ofJuices
So, Faridabad is likea ticking time bomb for Tropicana that is still to explode and is
area of immense potential.
39

40. Survey Details:
Area assigned to me was Central Delhi.
Area Details
Central Delhi is an administrative district of the National Capital Territory of Delhi in
India. It is bounded by the Yamuna River on the east and by the districts of North
Delhi to the north, West Delhi and South West Delhi to the west, New Delhi to the
south, and East Delhi to the east across the Yamuna.
Central Delhi has a population of 644,005 (2001 census), and an area of 25 km²,
with a population density of 25,759 persons per km².
Central Delhi houses the central business district and high-rises. It includes
Shahjahanabad (Old Delhi) which served as capital of the Mughal Empire, and is
home to the monuments like the Delhi Fort and the Jama Masjid, Delhi's principal
mosque.
40

41. Birds Eye View-Central Delhi
Coverage Areas-Finding Tropicana Gaps
Areas given below were covered to find market gaps
S.No Area Name
1 ChandniChowk
2 Karol Bag
3 Canaught Place
4 Patel Nagar –WestPatelNagar,EastPatelNagar,SouthPatelNagar
5 Old Rajindernagar
6 Sadar Bazar
7 PaharGanj
8 Gole Market
9 Jhandewalan
10 Shadipur
11 PaharGanj
41

42. Questionnaire Details for Tropicana –Central Delhi
Serial .No Fields of Questionnaire Data to be filled
1 Name of Shop Shop Name
2 Address Shop Address
3 Contact number Phone number
4 Real Present Yes/No
5 Tropicana Present Yes/No
6 Real Facing Number of facings of Real
7 Tropicana Facing Number of facings of Tropicana
8 Real Stock Estimation-Real Stock
9 Tropicana Stock Estimation-Tropicana Stock
10 Tropicana PSR present Yes/No
11 Gatorade Powder Present Yes/No
12 Visual Merchandising Excellent/Poor/N.A
13 Estimated Cases consumption in a week
Consumption(week)
14 Issues/suggestion Feedback retailer/surveyor
42

43. Survey Form-Explained Logic & Underlying Need
1) Name, Address and contact number of shop: - Enables speedy communication
for business transactions and concerned business related exercise. Also can be used
for future purposes, become a reusable component for the organization.
2) Real present:-: This tells about competitor’s availability.
3) Tropicana present:-: This tells about Tropicana’s availability.
4) Real Facing:-It implies how many packs of juices are kept on the shelf of retailer.
Company pays a price to retailer for good display. Good number of Real facing
display implies good sale of Real at that shop.
5) Tropicana Facing: - For every 8 facings company gives a scheming of 4% to retailer
after 3 months. Facings of Tropicana are compared with respect to Real to
guesstimate sales with respect to each other. Also it tells about how big is the share
of eyeball of customer with respect to Real
6) Real Stock: - Competitors judgment of stock.
7) Tropicana Stock:-Used with information of Real’s stock to know competitors status...
8) Tropicana PSR present: - This will tell that is P.S.R visiting newly opened shops in
the region or not. It is a hypothesis that for every 250 people there is one shop, so
with ever increasing population new shops open up in the reason. It is commonly
noticed that P.S.R are reluctant to visit new shops and keep on sticking to the old
route plan that they have. So this tells about the un –explored avenues for selling our
product.
9) Gatorade Present:- Aim of PepsiCo is to make sure that where 1L Tropicana is
present, there must be one mono carton of Gatorade present too .This is a classic
example of cross-selling and it checks with how much efficiency their workforce is
carrying out cross selling exercise.
10) Visual merchandising: Check if merchandising done properly or not. This tells the
real picture about how merchandisers are doing their job. A good merchandising is
vital for healthy sales, it act as a value add for Tropicana sales and become critically
important as Tropicana is considered an impulse buy.
11) Estimated Consumption: By seeing Tropicana stock we have to judge their
estimated weekly consumption, If stock is less than judgment then we can pursue
retailer to purchase more stock
12) Issues/Comments: - any particular issues seen/observed, suggestions by retailer or
any other issue noted by surveyor.
43

44. Sales exercise:-
Third phase of the exercise was to use the knowledge calculated from Phase 1 and
Phase 2 of the project and get some hands on experience with Sales.
Task allocated to me was to cover the traditional Trade of West Delhi that o not
poses a good picture for Tropicana Division and the same fact is evident from the
survey done on the same region.
Products to be sold were Tropicana and Gatorade(R.T.D and powder)
We were instructed to start from Distributor Point every day.
This used to serve the following purpose.
a) Give distributor the order received from market.
b) Calculate samples of product, example mono cartons for Gatorade.
c) To get acquainted with distributor activities
Pricing of Tropicana and Gatorade
Price-Case Quantity-Casing Margin Price-Casing Scheming
Tropicana100% 1L,12 piece 15% 887.0 1 carton free with 1
case or 8-10%
Tropicana 1L,12 piece 15% 782.5 1 carton free with 1
Nectar case or 8-10%
Tropicana 100% 200ml,30 piece 15% 573.9 1 case free with 5 case
Tropicana 200ml,30 piece 15% 469.5 1 case free with 5 case
Nectar
Gatorade R.T.D 500ml,24 bottle 10% 763.6 1case+2 bottle free
Gatorade 35 g,24 mono carton 18% 1830.5 1case+1 Monocarton
Powder (1 mono carton -6 free
sachet)
44

45. Sales Progress:-
S. Name of Shop Address Contac Quantity- Quantity- Billing(Tro Billing(Gat
No t Gatorade Tropicana picana) orade)
Numbe
r
1 MaaDurga Store A- 987170 2 1 case-100% 800 152.52
22,MainNajabg 4070 Monocart
arh on-(1
road,Uttamnag orange+1
ar lemon)
2 Madan store Premnagar,ne 935009 9Monocar 0 0 686.34
arbikaneri 4275 ton-(3
sweet(landmar orange+6l
k-metro pillar emon)
number 682-
83)
3 Maagaba trading wz-154,hastal 253735 1 0 0 76.26
corporation road,uttamnag 665 monocato
ar n-orange
4 virdi Shop No1,Shiv 921041 6 0 0 457.56
communication Nagar,Jail 1097 Monocart
Road on-(3
orange+3
lemon)
Nanu bakers , Park, Behind 928996 1 1case- 1252.02 76.26
5 Jail Road, 1947 Monocart 200ml+1 case-
Petrol Pump, on orange 1L
New Delhi
6 Nirmal Medicos Sl-1/3,L- 931310 2 0 0 152.52
Block,hari 4016 Monocart
Nagar on-(1
orange+1
lemon)
7 Chaurasiya Pan el-6,sno1,L 1 0 0 76.26
Bhandar block,harinaga monocato
r n-lemon
8 Sindhi Sweet CA-19A,DDA 281242 6 Present NA 457.56
flats,Hari 58 Monocart
Nagar on-(3
orange+3
lemon)
45

46. 9 Mohan Medicos 104-ganesh 259916 1 0 0 139.88
medicos 44 Monocart
on
orange+2
rtd
bottle(1
orange+1
lemon)
10 Family bakery b-85,ganesh 259903 2 Present 0 152.52
nagar 05 Monocart
on-(1
orange+1
lemon)
11 The body gear c-5,ganesh 921222 2 0 0 247.95
nagar 3415 Monocart
on-(1
orange+1
lemon)+3
rtd bottles
46

47. Estimation Exercise
Estimation plays a very vital part in business development .This helps the upper
management to set the road map for future and also let them know how can they do
more business. A good estimation give other employees in the department feedback
for their future tasks .For example if Tropicana wants to increase its sales by 70%
then it is result of some kind of estimation done earlier in business. Similarly a yearly
target of Central Executive of selling Rs 10 Crore juice is result of some kind of
estimation that is done earlier by upper management.
Tropicana department is following resource crunch. They are in dire need of skilled
manpower. So after doing market analysis across central Delhi next task was to
estimate how many numbers of shops are present in regions covered in central Delhi
where Tropicana and Gatorade can be sold.
After calculating amount of employees needed we have to find the associated cost
with them and then find out how much sales will they be able to generate. This data
is then used by company for further recruitments.
Following assumptions and facts were carried out while doing manpower estimate.
a) PepsiCo follows the hypothesis that for every 250 person there is one shop to cater
their needs.
b) Population in Delhi is growing at the rate of 1.4% every year.
c) Data of census-2001 was used and current population was calculated with the above
growth rate.
d) One P.S.R covers 180 shops in one week.
47

48. Estimation Exercise
Table -Manpower Estimation
Area Population Shop Shop Ratio=population/shop Shop PSR
2010 covered - covered - deficit required
me
Jhandewalan 141928.50 20 14 7096.43 547.71 3.04
Gole+Cp 525904.50 115 33 4573.08 1988.62 11.05
Karol Bag 519930.37 170 30 3058.41 1909.72 10.61
Sadar Bazar 86656.30 7 9 12379.47 339.63 1.89
ChandniChowk 189583.59 17 25 11151.98 741.33 4.12
Rajendar Nagar 265863.38 65 14 4090.21 998.45 5.55
Patel Nagar 3947349.16 117 43 33738.03 15672.40 87.07
PaharGanj 733325.45 125 15 5866.60 2808.30 15.60
Total 64,10,541 636 183 25,006 138
Understanding Fields -Manpower Estimation
S.No Field name Logic
1 Area Name of area under calculation
2 Population Shows estimated population 2010
3 Shop Covered This shows how many shops are there in this region
4 Shops Covered- Shops I covered
me
5 Ratio=population This ratio shows that one shop caters to need of how many
/shop people. Ideal figure is 250
6 Shop Deficit Tells how much unexplored shops are in this region
Deciphering-Man power Estimation
According to our estimation, there should be 25006 more shops in the above stated
areas that are still to be tapped in .Also we know one P.S.R covers 180 shops in one
week so to cover 25006 shops we need 138 P.S.R.
48

49. Sales Forecast Estimation from Institutions
This table shows immense potential in Institutions for Tropicana and Gatorade
Institutions Count Estimated Consumption 1 month Yearly
Consumption
Embassy 58 20 case 1L100% Rs.
1,23,47,040.00
Psu Joint Venture 55 60 cases 200ml 100%,5 case 1L Rs.
2,56,17,900.00
Offices relating Sports 11 60 cases 200ml 100%,5 case 1L Rs.
51,23,580.00
Tourism and 4 60 cases 200mL,2 case RTd,1 Rs.
Hospitality case powder 16,63,664.00
Sports Complex 16 25 Cases RTD,6 case powder,5 Rs.
case 200ml 54,19,200.00
Colleges Under Delhi 83 40 cases RTD,60 cases Rs.
University 6,46,40,400.00
Government 72 60 cases 200mL,5 case RTd,1 Rs.
Establishments case powder 3,45,81,600.00
BFSI 20 60 cases 200mL,5 case RTd,1 Rs.
case powder 96,06,000.00
Cooperatives 8 60 cases 200mL,5 case RTd,1 Rs.
case powder 38,42,400.00
Educational and 93 60 cases 200ml,15 cases Rs.
Training RTD,2case powder 5,52,25,260.00
Cultural 21 60 cases 200ml,15 cases Rs.
RTD,2case powder 1,24,70,220.00
Hospitals(2006) 140 50 cases 1l,50 case 200ml,4 case Rs.
powder,5case RTD 14,14,23,240.0
0
Hotels 72 60 cases 1L,10 cases 200ml,20 Rs.
case RTD 4,59,82,080.00
Private Engineering 85 60 case 200ml,5 case Gatorade Rs.
Colleges(IP university) powder,case 10 RTD 5,21,83,200.00
Gymnasiums 750 20 case RTD,5 cases powder Rs.
49

50. 21,96,90,000.0
0
Schools 4862 40 cases 200ml,5 cases RTD,5 Rs.
cases Gatorade Powder 1,42,61,14,060.
80
Total 6350 Rs.
2,11,59,29,844.
80
50

51. Understanding Yearly Sales Forecast:-
An institution is another dimension where lucrative business opportunity exists for
PepsiCo. From institutions we mean school,colleges,gymnasiumsetc.These are the
places from where organization gets huge volume and since FMCG is largely a
volume based industry they play a very vital role for business growth. Tapping
institutions is a major concern for Tropicana department and leaving any of the
institutions means leaving lots of stones untouched and thereby not tasting a big
amount of business chunk.
According to our estimate there is an estimate of 211 crore that can be generated
from these institutions wit in one year. A mammoth 67% of business comes from
schools, followed by 10% for gymnasiums and 7% from hospitals.
School domination also helps company to form a stable customer base because
children who are drinking Tropicana since their childhood will keep on using their
services as they grow up.
51

52. Interpretation and Analysis
Market under Scanner:-Karol Bag
Karol Bag Tropicana Status
No Juice Market Real Only Tropicana Only Both Present
13% 3%
54%
30%
Gatorade Availability Status-KArol
Shops
Gatorade
Bag
Present
11%
Shops
Tropicana
Present
89%
Shops No Juice Tropicana Gatorade Both
Real Only
Covered Market Only Present Present
30 4 9 1 3 16
52

53. Karol Bag:-Deciphering Ground Reality
Karol bag, being a shopper’s paradise attracting high footfall of 2000 people a
minimum to say presents a huge opportunity to Tropicana and Gatorade. With
Gaffer-Market nearby it also attracts a lot of customer.
30% of Karol Bag has Tropicana Share, 3% is the share of Real whereas a
staggering 54% is a non juice market that in itself is a hidden opportunity to increase
business of the Tropicana.
Out of 16 shops where Tropicana is present ,Gatorade is present in only 3 shops
,making it present in only 11% of shops leaving out huge chunk of 89% of
Tropicana present shops. So there is a huge scope of improvement for Gatorade.
In W.E.A Karol bag P.S.R comes to take order at six in the evening. Since, that is a
peak season for retailers want P.S.R to come in morning. It should be noted that
Dabur’sP.S.R arrives at 12 P.M in those shops. Tropicana and Gatorade are
completely missing from 7 eating joints in Gaffar Market located just on the road
side.
Overall looking at the big picture a great execution and sincere efforts of Central
executive make it strength for Tropicana.Conversion of 54% non juice market into
juice market succored by leadership of Tropicana presents Karol Bag as a place
ofenormous opportunities to “mint money” .
53

54. Market under Scanner-Gole Market, C.P, PaharGanj
C.P,Paharganj,Gole Market-Tropicana
status
real only
6%
no juice
21%
trop only
real+trop 46%
27%
Shops Gatorade Cross Selling Status
Gatorade
Present
11%
Shops
Tropicana
Present
89%
Consolidated Data =>Gole Market, C.P, PaharGanj
Shops No Juice Tropicana Gatorade Both
Real Only
Covered Market Only Present Present
33 7 15 2 3 9
54

55. GoleMarket, C.P ,PaharGanj:-Deciphering Ground Reality
Tropicana’s Share is 46% in GoleMarket,CP,Pahar-Ganj. ,6% is the share of Real
whereas 21%% is a non juice market that in itself is a hidden opportunity to increase
business of the Tropicana and at 27% shops both Real and Tropicana are present .
Out of 33 shops where Tropicana is present, Gatorade is present in only 3 shops
,making it present in only 11% of shops leaving out huge chunk of 89% of
Tropicana present shops. So there is a huge scope of improvement for Gatorade.
In ShaheedBhagat Singh market visual merchandising needs an overhauling .In
spite of being available across the entire width showcasing definitely needs
improvement
Adding to it, Tropicana’s complete range of 100% is missing from A-class counters.
Gatorade and Tropicana were found absent from the canteen of Lady Harding
medical college.
Overall looking at the big picture a great execution and sincere efforts of Central
executive make it strength for Tropicana that can further be strengthened.
Conversion of 21% non juice market into juice market, presence of canteen of
prestigious Lady Harding College combined with great visual merchandising
succored by posh residence makes this region a ticking time bomb that is still to
explode.
55

56. Market under Scanner-ChandniChowk
Tropicana Status-Chandni Chowk
trop
only
0% real+trop
real only
12% 8%
no juice
80%
Gatorade Cross Selling Status
0%
Shops Tropicana Present
Shops Gatorade Present
100%
Shops No Juice Tropicana Gatorade Both
Real Only
Covered Market Only Present Present
25 20 0 3 0 2
56

57. ChandaniChowk:-Deciphering Ground Reality
ChandniChowk presents a very sorry picture for Tropicana and Gatorade.
Staggering 80% is a non juice market with 12% real domination. Width wise and
depth wise coverage of our product here lacks as Tropicana is found in only two
shops .Out of 25 shops P.S.R has visited only two shops which cut a sorry picture for
Tropicana and Gatorade.
ChandniChowk forms heart of Old Delhi and attracts a lot of people including many
foreigners who visit daily with high brand awareness. There are many eating places
here and Tropicana and Gatorade can be made parts of many stores around here
So we can say Tropicana Division is keeping many stones untouched in this region.
A positive point of view can convert this road block into successful business
avenue for Tropicana if execution is done correctly and up to the mark with strong
merchandising.
57

58. Market Under Scanner-Jhandewalan
Jhandewala-Status Tropicana
Gatoraid Only
7%
Tropicana Only
27% No Juice
53%
Real Only
7%
Real+Tropicana
6%
Gatorade Cross Selling Status
Shops Gatorade
Present
17%
Shops
Tropicana
Present
83%
Shops No Juice Tropicana Gatorade Both
Real Only
Covered Market Only Present Present
14 8 4 1 1 2
58

59. Jhandewalan:-Deciphering Ground Reality
Videocon Bhawan is the landmark for Jhandewalan. Tropicana domination is 9%
followed by real at 7%.Both products are simultaneously available with 7% shops
Mammoth 57% is the no juice market. Gatorade only covers 17% of all available
shops for Tropicana leaving a massive 83% shops untouched. This area is special
as it attracts a lot of educated and aware population due to presence of their
workplace at this location
Compared to real Tropicana poses as a winner but cross-selling of Gatorade needs
big needs improvement as only 17% of Tropicana present shops are covered by
Gatorade.
Visual merchandising needs a resurrection. Gatorade presence is not felt anywhere
in display except one shop, similarly no danglers, shine boards, banners for
Tropicanawere present. Eating joints near cycle market and Videocon Bhawan are a
good place to do some major business of Tropicana 200ml and Gatorade R.T.D.
Merchandisers as well as salesman need to pull up their socks in this region to
explore its potential.
59

60. Market under Scanner-Sadar Bazar
SadarBazar -Tropicana Status
Real Only No Real No Tropicana
22%
78%
Shops No Juice Tropicana Gatorade Both
Real Only
Covered Market Only Present Present
9 7 0 2 0 0
60

61. Sadar Bazar:-Deciphering Ground Reality
SadarBazar on the footprints of Sadar Bazar presents a very sorry picture for
Tropicana and Gatorade. Tropicana is physically absents from all shops though
there are many locations where it can serve as hot cake.
Survey also reveals that people are interested in buying Tropicana and Gatorade but
No representative of Tropicana division visits here.
This place can also work as Great Avenue for selling juice in festival season. Sadar
Bazar is very famous part of old Delhi and attracts lot of localities as well as tourists
with high brand awareness. Every day it attract a huge footfall of not less than 7000
.So we can say Tropicana Division is keeping many stones untouched in this Sadar
Bazar.
A positive point of view can convert this road block into successful business avenue
for Tropicana if execution is done correctly and up to the mark with strong
merchandisingSadar Bazar can reap benefits for the Tropicana division.
61

62. Market under Scanner-South Patel Nagar
Real
South Patel Nagar-Tropicana
+Tropicana
13%
Tropicana Only No Real No
12% Tropicana
31%
Real Only
44%
Gatorade Cross Selling Status
Shops Tropicana Shops Gatorade
25%
75%
Shops No Juice Tropicana Gatorade Both
Real Only
Covered Market Only Present Present
16 5 2 7 1 2
62

63. South Patel Nagar:-Deciphering Ground Reality
Scenario of Tropicana domination comes to a halt at South Patel Nagar.Real share
is huge 44% when compared to Tropicana’s meager share of 12%.No juice market
comprises of healthy 31% with both products being present at 13% shops.
Gatorade has acquired 25% shops and it still have to cover 75% of uncovered
Tropicana stores. Also cross selling of Gatorade needed to be pushed.
Visual merchandising is good here but can be made better .
Out of 16 shops covered P.S.R has not visited12 shops clearly telling the reason of
Tropicana lagging behind. With residential areas in the vicinity and common middle
class with increased spending power coming here, this area possess a very lucrative
market with enormous potential for rise of Tropicana and Gatorade.
63

64. Market under Scanner-East Patel Nagar and Rajinder
Nagar
East Patel Nagar, Rajinder Nagar-Tropicana Status
No Juice market
Real Only 4%
14%
Both Present
53% Tropicana Only
29%
Gatorade Cross-Selling Status
Gatorade
Present
23%
Tropicana
Present
77%
Shops No Juice Tropicana Gatorade Both
Real Only
Covered Market Only Present Present
28 1 8 4 7 15
64

65. East Patel Nagar and Rajinder Nagar-Deciphering ground reality
Above avenue present a great avenue of business for Tropicana and Gatorade. With
affluent and highly aware customer base living in the vicinity this market poses a
huge potential for Tropicana and Gatorade. Tropicana is leading the area with 29%
exclusive availability with real having around 14% exclusive availability at the stores
.Both are present at 53% shops and meager 4% no juice market..
Just 4% of no juice market corroborates the statement that this place is a great place
for the Tropicana and Gatorade y.
Gatorade needs to push itself more in terms of cross-selling as currently it is
covering only 23% of Tropicana available shops with 77% untouched.
Visual merchandising is great at this place with two shop in shops also found.
Retailers are facing issue of delay in supply of Gatorade R.T.D (ready to drink)
.Keeping retailers happy, filling the gaps in the supply and growing width wise is the
key to success in the above mentioned area.
65

66. Market under Scanner-West Patel Nagar
West Patel Nagar-Tropicana Status
Real +Tropicana
22%
No Juice Market
Tropicana Only 50%
14%
RealOnly
14%
Gatorade Cross Selling Status
Gatorade
Present
17%
Tropican
Present
83%
Shops No Juice Tropicana Gatorade Both
Real Only
Covered Market Only Present Present
14 7 2 2 1 3
66

67. West Patel Nagar-Deciphering ground reality
In West Patel Nagar market real’s is exclusively available in 14% shops and same
stands true for Tropicana. Both of them are together present at 22% of shops. A
staggering 50% of market is no juice market.
Gatorade id present in only 17% coverage area of Tropicana shops.
With both competitors equally balanced one who will convert the 50% non juice
market into juice market will emerge as the winner. These new outlets will also make
product visible across the entire market. West Patel Nagar market is a great example
of traditional trade and successful execution with powerful merchandising over here l
enable access to whole new customer base and new opportunity for their ever-
growing business.
67

68. Interpretation and analysis for Sales
Exercise
We were able to sell 33 mono cartons of Gatorade, and 2 cases of Tropicana and
open 11 new accounts.
11 new sold 33 5 bottles 1 case
2 Cases
accounts monocarton Gatorade Tropicana
Tropicana 1L
opened gatorade R.T.D 200ml
Billing • Tropicana
Amount • Rs.2052
Billing • Gatorade
Amount • Rs2675
68

69. a) After visiting West Delhi brief was re instated that there are a lot of market gaps in
execution of Tropicana and Gatorade.
b) Visual merchandising needs to be resurrected in this region to have a higher share
of eyeball of customer.
c) Clients are not aware of Brand Gatorade and most of them don’t know that it is a
quality product from PepsiCo
Monthly Sales All Shops Rs.18896
Yearly Sale-11 shop Rs.226752(Rs 2.26 L)
d) The body gear gym can do wonders for the sales of Gatorade and gives us an idea
that Gyms are the perfect place to sell Gatorade and generate lot of cash for the firm.
a. If one in one week we are able to sell 5 cases of R.T.D of Gatorade to Gym
(not a huge amount for gym with footfall of more than 100 a day) and 5 mono
cartons of Gatorade ensures a monthly sales of Rs 15268 and for mono
carton amount is Rs 1520.So yearly sales come out to be Rs 2Lakh app.
69

70. Competitor beverages Margin
Analysis:-
Competitor margin analysis is very important from Tropicana’s division point of view.
This enables them to keep a track on competition with latest findings..
This exercise is very exhaustive as retailers are reluctant to tell the trading prices to
anyone. Similarly it is a daunting task to find out distributors of all the competitors.
Understanding Questionnaire-Competitor’s Margin:-
S.No Field Underlying Reason
1 Company Name of the company e.g. Parle Agro
Name
2 Product About product of company e.g. Frooti
3 Pack Size Quantity of product –e.g. 200ml
4 M.R.P Maximum Retail Price
5 T.P(Trader Price at which trader receives the product
Price)
6 T.M(Trader Margin of trader in terms of percentage
Margin)
7 Distributor Price at which distributor receives the product
Landing
8 Distributor Margin of Distributor in terms of Percentage
Margin
9 Scheme Schemes offered with cases to traders/distributors e.g. 1 bottle free
with one case/additional discount in terms of percentage
70

71. Traders and Distributor Margins
Company Catego Pack Size MRP TP TM Distributor DM Schem
Name ry Landing es
PI Juices 200ml 22 19.1 15% 18.05 6.00% 5%
100% 3
200ml ROR 18 15.6 15.0 14.91 6.00% 5%
5 0%
1ltr 100% 85 73.9 15.0 69.73 6.00% 5%
1 0%
1ltr ROR 75 65.2 15.0 62.11 6.00% 5%
2 0%
Company Category Pack MR TP TM Distribut DM Schemes
Name Size P or
Landing
Parle Agro Frooti 200ml 10 8.60 14.00% 8.19 5.00% volume
based
1.2l 45 41.0 8.89% 39.05 5.00% volume
0 based
600 ml 25 22.9 8.40% 21.81 5.00%
0
2l 70 63.0 10.00% 60.00 5.00%
0
1l 36 31.6 12.00% 30.17 5.00% 1 peti+1
8 pack
400ml 20 18.0 10.00% 17.14 5.00%
0
Appy fizz 1l 50 45.0 10.00% 42.86 8.00%
0
Company Category Pack MRP TP TM Distributor DM Scheme
Name Size Landing s
Rasna Rasna 200g 35 32.5 10.00% 30.37 7.00%
m
5gm 2 1.8 10.00% 1.68 7.00%
71

72. Company Catego Pack MR TP TM Distributor DM Schemes
Name ry Size P Landing
Coca cola CSD 300 ml 12 10. 12.50 10.09 4.00 24 + two 3ooml
5 % % bottles
500 ml 23 20 13.00 19.4 3.00 24 + 3 bottles of
% % kinley
2L 60 54 11.00 51.9 4.00 9 + two 500 ml
% % bottles
Company Categ Pack Size MRP TP TM Distributor DM Schemes
Name ory Landing
Pepsi CSD 300 ml 12 11 8.30% 10.5 4.3 24 + 2
India %
500 ml 23 21.7 5.40% 24+ 2
5
1L 32 29.7 7.00%
5
2L 60 56.6 5.60% 55.1 2.8 9 + 2 600ml bottles
0%
MY CAN 15 13.2 12.00 24 + 2 CANS
%
NCD SLICE 25 23.6 5.60% 24 + 2
5OO ML
SLICE 50 47 6.00% 12 + 1
1.25 L
Nimbooz 15 13.7 8.60% 24 + 1 bottle of
350 ml Nimbooz& 1
Aquafina
Nimbooz 50 47 6.00% 12 + 1
1.25 L
Company Category Pack Size MRP TP TM
Name
MOTHER Chaach 450 ml 10 9.5 5.00%
DAIRY
72

73. 0
sweet lassi 300 ml 12 11.508 4.10%
salted lassi 200 ml 7 6.706 4.20%
0
Nutrifit litchi 100 ml 11 10.505 4.50%
Nutrifit ROR 100 ml 10 9.5 5.00%
0
Full cream milk 1L 30 29.82 0.60%
single toned 1L 23 22.816 0.80%
milk
Double toned 1L 20 19.8 1.00%
milk
Standard milk 1L 18 17.802 1.10%
Company Name Category Pack M TP TM Distributor DM Schemes
Size R Landing
P
PepsiCo Aquafina(min 1L 13 11.3 12. 3 bottles on
eral water) 36 80 case
%
Camp Beverages refreshers 500 12 9.25 22 8.75 5.40 One bottle
Pvt. Ltd ml .91 % one case
%
1L 30 27.5 8 200 9.09 One bottle
% % one case
2L 50 48.3 3 43.3 10.3 One bottle
% 0% one case
McDowell Mineral 1L 12 5.6 53. 5 10.7
Water 00 0%
%
Royal Crown Cola RC cola 300m 12 9.33 22. 8.8 5.60
International l 25 %
%
600m 22 13.5 38. 12.29 9.20
l 4 40 %
73

74. %
Parle Agro LMN 200m 12 9 25. 8.69 3.50 2 appy fizz on
l 00 % 30 pieces
%
Company Category Pack MR TP TM Distributor DM Sche
Name Size P Landing mes
Nestle Lactogen ( Tin 500 gm 20 188. 9.00%
packing) 7 37
1000 41 373. 9.00%
gm 0 1
Westin Mineral Water 1 ltr 12 5 58.30% 4.1 18
%
Del Monte Juice 240ml 25 21.2 15.00% 20.18 5.00
5 %
Kissan Squash 700ml 95 85 10.52%
Kingfisher mineral water 1 ltr 12 7.9 34.10%
74