PepsiCo entered the Indian market in 1989 and has since established several popular brands. It employs over 6,400 people directly and provides indirect employment to around 200,000 more. PepsiCo distributes its beverages through a network of over 24,000 farmers and distributors to various retail channels. It aims to ensure product availability on shelves and flexible ordering and delivery through an organized distribution system utilizing warehouses, distributors, salespeople, and retailers.

2.  PepsiCo entered India in 1989.
 PepsiCo’s global vision of “Performance
with Purpose”.
 Brands like Pepsi, Lay’s, Kurkure, Tropicana
100%, Gatorade, Quaker, Nimbooz and
Aliva.
 Model partnership with over 24,000 farmers.
 Employs 6,400 people and provides indirect
employment to almost 2,00,000 people.

3. Channels For Beverage industry :
 Food and convenience stores,
 Restaurants,
 Vending machines,
 Mass merchandisers, and
 Institutions, including schools and
colleges.

5. LARGE CHAIN RETAILERS/MODERN TRADE
 Greater Bargaining power.
 Request discounts from brand companies
 Direct relationship the consumer and a tendency to
protect this association from manufacturer
interference.
 e.g. big bazaar
SMALL INDIVIDUAL RETAILERS
 Huge number of retailers but with small point sales
 Sometimes these retailers buy products directly
through modern trade or cash and carry.
 e.g. mom n pop stores

6. Indirect Channel (wholesalers)
 information - presence of competitor’s beverages,
required product mix, individual points of sale etc.
 Product in several package sizes

7.  ENSURE PRODUCT AVAILABILITY ON-SHELF
 FLEXIBLE ORDERING; FLEXIBLE DELIVERING
 ACCURATELY FORECASTING DEMAND
 IMPLEMENT AN ORGANIZED EMPTIES
MANAGEMENT SYSTEM

8. company
COBO FOBO
WAREHOUSE
C&F DISTRIBUTOR
SALESMAN SALESMAN
WHOLESALE RETAIL
RETAIL
CUSTOMER

9. * CREATION OF VALUE
*SEGMENTATION
*TARGETING
*POSITIONING
* PROVIDING VALUE
* COMMUNICATING VALUE

10. Value Delivery Process:

11. At first under a franchisee and later was
brought directly under the control of
PepsiCo, Feb’06.
The territories under the Hyderabad unit are
divided into:
 Hyderabad I
 Hyderabad II (Secundrabad)
 Hyderabad III
 Warangal
 Kurnool
 Nizambad
 Gulbarga

12.  The scope of the Hyderabad unit is limited
to the sales & distribution in the twin cities of
Hyderabad and Secundrabad along with a
few other geographical segments in the
Up-Country of Andhra Pradesh.
 Hyderabad unit follows the Hubs and
Spokes model for sales & distribution.
 The market is divided into territories.
 The Hyderabad Unit supports eight such
territories. These territories comprises of
distributors.
 The distributors are private owned
businesses who collaborate with PepsiCo.

13. Sales in each territory are performed by a team.
The team setup :
TDM ,ADC
SALES FORCE
DISTRIBUTOR DISTRIBUTOR ADC,CE
RETAIL RETAIL RETAIL RETAIL
CE,PSR
OUTLET OUTLET OUTLET OUTLET

14.  PRE SALES
 ON SPOT DELIVERY SYSTEM

15.  PREPARATION
 GREET THE CUSTOMERS
 STOCK CHECKING
 MERCHANDISING
 DETERMINE THE ORDER
 PRESENTATION
 CREATIVITY
 ADMINISTRATION

16.  The distributors in Hyderabad follow two
types of distribution:
 Traditional (Unorganized Retail)
 Modern Trade (Organized Retail)

17.  THANK YOU