This document analyzes the relative market share of Pepsi in Jamshedpur, India. It finds that Pepsi has a 62% volume share compared to Coca Cola's 38% share. Pepsi has a 54% empty strength share in exclusive outlets, while Coca Cola has 46%. In mixed outlets, Pepsi's share is 45% and Coca Cola's is 55%. The document recommends that Pepsi increase production, improve services, focus on promotions, and address issues with visicoolers to increase its market share.

1. Relative Market share of Pepsi
Presented by:
Ankita yadav (09)

2. overview
Objectives
Methodology
Analysis
Findings
Recommendations
Conclusion

3. RESEARCH OBJECTIVE
PRIMARY OBJECTIVE:
“ To Analyze relative Market share of Pepsi in Jamshedpur “
SECONDARY OBJECTIVE:
To evaluate and analyze the market share of Pepsi vs. Coke in
different areas of Jamshedpur.
To find out the sales level of Pepsi in comparison of Coke.

4. RESEARCH OBJECTIVE
SECONDARY OBJECTIVE:
To find out the dealer’s perception about the Pepsi
product.
To know various consumer and retailer schemes meant
for sales Promotion.
To find out the market gaps and analyze them.
To eliminate or lessen those gaps.

5. Research methodology
Survey area:
Sakchi part 1
Sakchi part 1 is classified into seven areas:
Sakchi Market
Kashidi Line
Refugee Colony
Home Pipe
Garam Nala
Sakchi kabristan
Gurudwara Basti

6. Continue……………..
 Total population:
120 major retailer outlet in sakchi part1
 Target population:
Out of 120 outlets I have selected 100 outlets for my
survey.
 sampling method:
I have used stratified random sampling

7. Continue………
 Data collection source
1 PRIMARY SOURCE:
survey through structured questionnaire.
2 SECONDARY SOURCE:
List of retail outlets taken from the customer
executive .
Every dealer survey (EDS)

8. Market analysis
Market share analysis:
 Market share can be defined as the percentage of all
sales within a market that is held by one brand /
product or company.
Market share can be measured by several ways
The two most important measures of market share are
as follows:
 Revenue wise
 Volume wise

9. Market analysis
 Empty strength of the cases in the exclusive
outlets of Pepsi and Coke
 Empty strength of the cases in the mixed outlets .
Other factors :
Channel wise
Outlet wise
Signage wise

10. Market analysis
Visicooler wise
Visicooler with Night guard
Product wise share of sale of Pepsi.
Market share of packaged drinking water.
Services wise

11. Outlet wise share
 INTREPRETATION:
 In the market I found that
outlets are classified as
Pepsi exclusive, Coca Cola PEPSI
exclusive and mixed outlets. 28%
MIXED
54% COKE
 Outlets % share 18%
 Pepsi exclusive 28 %
 Coca Cola exclusive 18 %
 Mixed 54 %

12. Volume wise share
 INTRPETATION
 During my analysis I
found that Pepsi has
coke
maximum share with 38%
respect to volume in pepsi
62%
the market.
 Volume %share
 Pepsi 62%
 Coca Cola 38%

13. Empty strength of the cases
 INTRPRETATION:
 EXCLUSIVE OUTLETS:
 Exclusive outlets are those
which only deal in PEPSI
products or COCA COLA coke
products in the market. 46%
pepsi
54%
 Empty strength %share
 Pepsi 54 %
 Coca Cola 46 %

14. Empty strength mixed outlets
 INTRPETATION:
MIXED OUTLETS:
 Mixed outlets are those
outlets which deals in pepsi
both Pepsi and Coca Cola 45%
coke
products. 55%
 Empty strength %share
 Pepsi 45 %
 Coca Cola 55%

15. Product wise sale of Pepsi and CoCa
Cola
dew nimbooz limca
coca cola maid 4%
12% 3% 8% 5%
pepsi thums up
mirinda 31% fanta
34%
14% 9%
7up sprite
slice 18% maza
19% 21% 22%

16. Packaged Drinking Water Wise
 INTREPRETATION
 I found in the water
segment that local brand of aqafina
water 14%
(nutan, empty, O2, hitech) kinley
8%
has maximum share in the
market.
 Brands of water % share local
brands
 Aquafina 14% 78%
 Kinley 8%
 Local brands 78%

17. findings
 The demand of slice is more than supply in the market .
 The services of the pepsi is not satisfactory in the
interior areas, due to which they were losing retailers
of Pepsi .The retailers are switching to competitors
brand Coca cola.
 The supply of all the flavor is a major issue to all the
outlets. The outlets which are in the interior are not
supplied stock of all the flavors.

18. findings
 During the peak season of the sales of cold drinks there are
lots of technical problems in the visicoolers of Pepsi in the
market which leads to decrease in the chilled stock in the
outlets. The consumers never purchase warm stock .
 The sale of Thums up (Coca cola product) is more than the
Pepsi due to its strong taste which is liked by the consumers.
 The schemes of the retailers and consumers are not fully
disclosed in the market.

19. Recommendations
 To increase the market Share penetration level must be increase. This
can be done by Building good relationship with distributors, retailers and
consumers.
 All the flavors should be available in all the outlets.
 All the outlets should given proper before and after sales services to the
retailers.
 The production capacity of the plant should be increased .
 There should be proper balance between Production and sales. There
should be proper balance between the demand and supply of the stock .

20. Recommendations
 The Pepsi company should do inspection of the visicoolers before the
peak seasons of the sales of cold drinks.
 The company should focuses on the promotion and prices of Aquafina
water . The company should try to reduce the cost of Aquafina water.
 The schemes, incentives and discount should be disclosed to all the
retailers and consumers to increase the sales and profits.
 The company should also focuses on the small retailers for supply of
stock and services as they are neglected during the peak season.

21. conclusion
Soft drink market is highly diversified industry.
PEPSICO is the market leader in the study area
but it lacks in necessary marketing techniques
being adopted by its main competitor COCA
COLA.
 PepsiCo has managed to capitalize its global
brand image.

22. conclusion