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Project report on


Submitted to

Aaradhna Soft drink co. Kanpur

A Sister concern of

PepsiCo India Holding (pvt.) Ltd.

In Partial Fulfillment of Requirement for the Award of Degree of

Master of Business Administration

Submitted by:

Jamaal khan
Under the guidance of:

Mr. Sameer wali

ASM (PepsiCo India Holding (pvt.) Ltd.)

Jayawant Institute of Management Studies,


I, the undersigned, hereby declare that the Project

Report entitled Market survey of PepsiCo on display
effectiveness written and submitted by me to the Aaradhna Soft
drink co. Kanpur, a Sister concern of PepsiCo India Holding (pvt.)
Ltd., in partial fulfillment of the requirement for the award of degree
of Master of Business Administration under the guidance of Mr.
Sameer wali (ASM) PepsiCo India Holding (pvt) Ltd is
my original work and the conclusions drawn therein are based on the
material collected by myself.

Place: Kanpur Research Student

Date: 5 / 08/2009 Jamaal khan


Its gives me great pleasure in

acknowledging the invaluable assistance
extended to me by various person in the
successful completion of the project.

I express my sense of independence

gratitude to the Mr. AMOL SHARMA
Customer executive Mr. VAISHNAV
SHRIVASTAV and other sales force of
PepsiCo India Holding (pvt) Ltd. Kanpur, who
guided and encourage me from time to time
for the successful completion of this project

I express our thanks to Aradhana Soft

drink co. Kanpur, for granting me the
permission to work with the esteem
organization. I am also thankful to MR.
Beverages Ltd. Kanpur who guided and
helped us in all possible ways they could, at
every stage of the project.

My humble thanks to my all the

professors for guiding me during the two
months training as my training mentor.

I would also like to thank all the

Executives, distributers & staff of Kanpur area
who provided us all the relevant information
and their kind support, on the basis of which
this report has been prepared.


Chapter No. Particular Page


Executive summary of the Project.

Chapter I : Introduction 6-7

Chapter II : Objective of the study 8-9

Chapter III : Profile of the organization 10-12

Chapter IV : PepsiCo history 13-23

Chapter V : Structure of bottling plant 24-28

Chapter VI : Visi-cooler planogram 29-35

Chapter VII : Research methodology 36-39

Chapter VIII : Data Presentation, Analysis

&Interpretation 40-52

Chapter IX : Findings, suggestion & conclusion 53-58

Chapter V : SWOT Analysis 59-61

Bibliography 62


Beverage industry is one of the fast growing

industries in India. It can be divided into two sections i.e.
carbonated and Non –carbonated. The carbonated drinks
can be further classified into Cola, Lemon, Orange,
Mango, and Apple segments. Marketing includes all the
activities like promotion, distribution, advertising etc., to
fulfill the all segment of consumers. Marketing is also to
convert social needs into profitable Opportunities.

So this topic provides all the essential to

theoretical knowledge and to inculcate the efficiency. It
is also requirement for the company to improve their
service and quality for achieving their ultimate goal.


Market survey of PepsiCo on display effectiveness


The topic has been already given by the company

to collect information about current status of the Visi
cooler that is given by the company to the retailer for
selling of every brand soft drink of PepsiCo.

The main objective of the research was to know

the company’s position in the soft drink market by doing
Visi purity & Charging of every visi cooler.


The location for the project was

2. Ashok nagar


The duration for the project was

1st June 2009 TO 30th July 2009


Modern age is full of competition. Today

only way of success is your continuous efforts towards
the growing market needs and satisfying them. It is the
marketer job to know what the market speaks i.e. the ever
changing needs of the customer through market research
& adopt them fruitfully. It is must for all the companies
to make policies according to the customer and the
government. Today to succeed for any organization has
to target its customer needs, to create a culture in the
organization i.e. market conscious & responsive to
customer needs.

Soft drinks industry has become big business in

India in recent years. The soft drinks business underwent
major change with the entry of PEPSI and re-entry of
COCO-COLA in India in the late 80s when parle with
brands like Thumbs up, Limca & gold spot was a clear
leader. Coco-Cola took up the product line of parley in
1993-94; today both brands are the Indians favorite soft

Market survey of PepsiCo on display effectiveness

In this project the main task is visi purity and


Visi purity and charging- Means in the visi

cooler no other brand of soft drink or other items are
allowed to display with PepsiCo products like water,
chocolates, juice, milk etc. if visi cooler displaying other
items of another brand of soft drink then it means visi

cooler is not pure. So it is mandatory for the retailer to
put only PepsiCo product in the visi cooler and visi
should be charge at least 70% because it’s enough
effective for the display of every brand of PepsiCo.

If visi is not pure and charge so it gives very bad

impression on the consumer’s perception about
PepsiCo’s product line.



1. Easily Brand execution & display.

2. Every product of PepsiCo is easily display.

3. Customers have easy access to choose his favorite soft drink from the
Varity of product.

4. It is also very helpful for retailer to set the product according to the
sequence of planogram.

5. Customer can see a whole range of product of




This study offers an opportunity to the student

of management to develop the required skill and in
sights for making the best use of experiment and
judgment to practical life. To gain an insight into
why individuals act in certain consumption related
way & Learning what & external influence compel
them to act as they do.

So the main Objective is to study of Visi purity & charging of retail

outlet in Kanpur south.

 Knowing the popularity of executions of PepsiCo between the

consumer & Retailers.
 To find out the satisfaction level of executions of PepsiCo between
consumer & Retailers.

 How to retain & increase market share.

 To provide relevant research data which enable PepsiCo

management for their policy framing & strategy formulation.

 Handling the grievances of consumers & retailer.

 To increase the sell of PepsiCo product with the help of Visi purity
& charging.
 To improve the purity & charging of Visi-Cooler.
 To understand brand pack availability in the market.


This 8 weeks training in an

organization is for MBA course is not the answer
of all problems, which arise in practical field.
There is no certain formula for any particular
problem but the aim of this study is to develop
the ability of decision – making. Right decision
at right time itself helps an organization to run

The training in any organization

gives us an idea of different marketing activities
and main emphasis is given on “Promotional
activities” aspect and also it is seen how
business is taken tactfully when any problem
comes to an executive, the way of problem
solving, right decision making and knowledge of
different types of marketing activities gives
much importance to this study. Through only in
50 days it was not possible to understand it so
deeply but overall ideas would be developed.



TYPE : public

FOUNDED : New York (1965)

HEADQUATERS: purchase, New York

AREA SERVED : Worldwide


INDUSTRY : Non alcoholic beverage, Fruit

Drink, carbonated drink etc.

Market cap : USD 107.19 Billions (2008-2009)

Revenue : USD 39.474 Billions (2007-2008)

Operating income : USD 7.170 Billions (2007-2008)

Net income : USD 5.658 Billions (2007-2008)

Total assets : USD 34-628 Billions (2007-2008)

Division : Food, American beverages,

Employees : 1980000 (2008-2009)

Website : www.pepsico.com

Corporate Values

The PepsiCo group has always been a value

driven organization. These values continue to direct the
group’s growth and business. The five core PepsiCo
values underpinning the way we do business are as


We must conduct our business fairly, with

honesty and transparency. Everything we do must
stand the test of people scrutiny.


We must be caring, respectful, compassionate

and humanitarian towards our colleagues and
customers round the world and always work for the
benefit of India.

We must constantly strive to achieve the highest

possible standard in our day-to-day work and in the
quality of goods and services we provide.


We must work cohesively with our colleague

across the group and with our customers and partners
around the world to build strong relationship based on
tolerance, understanding and mutual co-operation.


We must continue to be responsible and sensitive

to the countries, communities and environments in which
we work always ensuring that what comes from the
people goes back to the people many times over.

Vision & mission of the organization


"PepsiCo's responsibility is to continually improve

all aspects of the world in which we operate –
environment, social, economic – creating a better
tomorrow than today."

Our vision is put into action through programs and a

focus on environmental stewardship, activities to benefit
society, and a commitment to build shareholder value by
making PepsiCo a truly sustainable company.


Our mission is to be the world's premier

consumer Products Company focused on convenient
foods and beverages. We seek to produce financial
rewards to investors as we provide opportunities for
growth and enrichment to our employees, our business
partners and the communities in which we operate. And
in everything we do, we strive for honesty, fairness and



1893--Caleb Brad ham, a young pharmacist

from New Bern, North Carolina, begins
experimenting with many different soft drink
concoctions; patrons and friends sample them at
his drugstore soda fountain.

1898--One of Caleb's formulations, known as

"Brad's Drink," a combination of carbonated water,
sugar, vanilla, rare oils and cola nuts, is renamed
"Pepsi-Cola" on August 28, 1898. Pepsi -Cola
receives its first logo.

1902--The instant popularity of this new drink leads Brad ham to devote
all of his energy to developing Pepsi -Cola into a full-fledged business.
He applies for a trademark with the U.S. Patent Office, Washington D.C.,
and forms the first Pepsi-Cola Company.

1903--"Doc" Brad ham moves the bottling of

Pepsi-Cola from his drugstore into a rented
warehouse; he sells 7,968 gallons of syrup in the
first year of operation.

Pepsi's theme line is "Exhilarating, Invigorating,

and Aids Digestion."

1904--Brad ham purchases a building in Ne w Bern

known as the "Bishop Factory" for $5,000 and
moves all bottling and syrup operations to this
location. Pepsi is sold in six -ounce bottles. Sales
increase to 19,848 gallons.

1905--Pepsi-Cola's first bottling franchises are

established in Charlotte a nd Durham, North

1906--Pepsi gets another logo change, the third in
eight years. The modified script logo is created
with the slogan, "The Original Pure Food Drink."

There are 15 U.S. Pepsi bottling plants. The Pepsi

trademark is registered in Ca nada. Syrup sales rise
to 38,605 gallons.The federal government passes
the Pure Food and Drug Act, banning substances
such as arsenic, lead, barium, and uranium, from
food and beverages. This forced many soft drink
manufacturers, including Coca -Cola, to change
their formulas. Pepsi -Cola, being free of any such
impurities, claimed they already met federal

1907--Pepsi-Cola Company continues to expand;

the company's bottling network grows to 40
franchises. Pepsi-Cola sells more than 100,000
gallons of syrup. Pepsi trademark is registered in
Mexico. Syrup sales rise to 104,026 gallons.

1908--Pepsi-Cola becomes one of the first

companies to modernize delivery from horse drawn
carts to motor vehicles. Two hundred fifty bottlers
in 24 states are under contract to make and sell

1909--Automobile race pioneer Barney Old field

endorses Pepsi-Cola in newspaper ads as "A bully
drink...refreshing, invigorating, a fine bracer
before a race."

1910--The first Pepsi-Cola bottlers' convention is

held in New Bern, North Carolina.

1920--Pepsi theme line speaks to the consumer

with "Drink Pepsi-Cola, it will satisfy you."

1923--Pepsi-Cola Company is declared bankrupt

and its assets are sold to a North Carolina concern,
Craven Holding Corporation, for $30, 000.

Roy C. Mega gel, a Wall Street broker, buys the

Pepsi trademark, Business and good will from
Craven Holding Corporation for $35,000, forming
the Pepsi-Cola Corporation.

1928--After five continuous losing years, Mega gel
reorganizes his company as the National Pepsi -
Cola Company, becoming the fourth parent
company to own the Pepsi trademark.

1931--U.S. District Court for Eastern District

Virginia declares the National Pepsi -Cola
Company bankrupt, the second bankruptcy in
Pepsi-Cola history. The Loft candy company
acquires the National Pepsi -Cola Company.
Charles G. Goth, president of Loft, assumes
leadership of Pepsi and commands the
reformulation of Pepsi -Cola syrup formula.

1933--By the end of the year, Goth’s new Pepsi -

Cola Company is insolvent. In a series of moves,
he acquires Megargel's interest in the company,
giving himself 91% ownership of Pepsi.

1934--A landmark year for Pepsi -Cola. The drink

is a hit and to attract even more sales, the company
begins selling its 12-ounce drink for five cents (the
same cost as six ounces of competitive colas). The
12-ounce bottle debuts in Baltimore, where it is an
instant success. The cost savings proves
irresistible to Depression -worn Americans and
sales skyrocket nationally. Caleb Brad ham, the
founder of Pepsi-Cola and "Brad's Drink," dies at
66 (May 27th, 1867 -February 19th, 1934).
1935--Guth moves the entire Pepsi -Cola operation
to Long Island City, New York, and sets up
national territorial boundaries for the Pepsi bottler
franchise system.

1936--Pepsi grants 94 new U.S. franchises and

year-end profits reach $2,100,000.

1938--Walter S. Mack, Jr., V.P. of Phoenix

Securities Corporation is elected President of the
Pepsi-Cola Company. Mack, who considers
advertising the keysto ne of the soft drink business,
turns Pepsi into a modern marketing company.

1962--Pepsi receives its new logo, the sixth in Pepsi history. The
'serrated' bottle cap logo debuts, accompanying the brand's
groundbreaking "Pepsi Generation" ad campaign.

1963--After climbing the Pepsi ladder from fountain syrup salesman,

Donald M. Kendall is named CEO of Pepsi -Cola Company.
Pepsi-Cola continues to lead the soft drink industry in packaging
innovations, when the 12 -ounce bottle gives way to the 16 -ounce size.

Twelve-ounce Pepsi cans are first introduced to the

military to transport soft drinks all over the world.

1964--Diet Pepsi, America's first nati onal diet soft

drink, debuts. Pepsi-Cola acquires Mountain Dew
from the Tip Corporation.

1965--Expansion outside t he soft drink industry

begins. Frito-Lay of Dallas Texas and Pepsi -Cola
merge, forming PepsiCo, Inc.
Military 12-ounce cans are such a success that
full-scale commercial distribution begins.

Mountain Dew launches its first campaign, "Yahoo

Mountain Dew...It'll tickle your innards."

1970--Pepsi leads the way into metrics by

introducing the industry's first two -liter bottles.
Pepsi is also the first company to respond to
consumer preference with light -weigh, recyclable,
Plastic bottles. Vic Bonomo is named P resident of

The Pepsi World Headquarters moves from

Manhattan to Purchase, NY.

1974--First Pepsi plant opens in the U.S.S.R .

Television ads introduce the new theme line,
"Hello, Sunshine, and Hello Mountain Dew."

1976--Pepsi becomes the singl e largest soft drink

brand sold in American supermarkets.

The campaign is "Have a Pepsi Day!" and a classic

commercial, "Puppies," becomes one of America's

best-loved ads. As people get back to basics, Pepsi
there as one of the simple things in life.

1977--At 37, marketing genius John Scullery is

named President of -Pepsi-Cola.

1978--The Company experiments with new flavors.

Twelve-pack cans are introduced.

1980--Pepsi becomes number one in sales in the

take home market.

1981--PepsiCo and China reach agre ement to

manufacture soft drinks, with production
beginning next year.

1982--Pepsi Free, a caffeine -free cola, is

introduced nationwide. Pepsi

Challenge activity has penetrated 75% of the U.S.


1983--Mountain Dew launches the "Dew it to it"


1984--Pepsi advertising takes a dramatic turn as

Pepsi becomes "the choice of a New Generation."
Lemon Lime Slice, the first major soft drink with
real fruit juice, is introduced, creating a new soft
drink category, "juice added." In subsequent line
of extensions, Mandarin

Orange Slice goes on to become the number one

orange soft drink in the U.S. Diet Pepsi is
reformulated with NutraSweet (aspartame) brand
sweetener. 1985--After responding to years of
1991--Craig E. Weather up is named CEO of
Pepsi-Cola North America, as Canada becomes
part of the company's North American operations.

Pepsi introduces the first beverage bottles containing

recycled polyethylene terephthalate (or PET) into the
marketplace. The development marks the first time
recycled plastic is used in direct contact with food in

1992--Pepsi-Cola launches the "Gotta Have It"

theme which supplants the longstanding "Choice of
a New Generation."
Pepsi-Cola and Lipton Tea Partnership is formed.
Pepsi will distribute single serve Lipton Original
and Lipton Brisk products.
Crystal Pepsi: a refreshing, clear soda that is
caffeine free has 100% natural flavors, no
preservatives and is low in sodium, goes national.

Mountain Dew introduces the popular theme line,

"Get Vertical."

1993--Brand Pepsi introduces its slogan, "Be

Young. Have Fun. Drink Pepsi." Pepsi -Cola profits
surpass $1 billion.

Pepsi introduces an innovative 24 -can multi pack

that satisfies growing consumer demand for
convenient large -size soft drink packaging. "The
Cube" is easier to carry than the traditional 24 -
pack and it fits in the refrigerator.

1994--New advertising introducing Diet Pepsi's

freshness dating initiative features Pepsi CEO
Craig Weather up explaining the relationship
between freshness and superio r taste to consumers.
Pepsi Foods International and Pepsi -Cola
International merge, creating the PepsiCo Foods
and Beverages Company.

1995--In a new campaign, the company declares

"Nothing else is a Pepsi" and takes top honors in
the year's national advert ising championship.

1996--In February of this year, Pepsi makes
history once again, by launching one of the most
ambitious entertainment sites on the World Wide
Web. Pepsi World eventually surpasses all
expectations, and becomes one of the most landed
and copied, sites in this new media, firmly
establishing Pepsi's presence on the Internet.

1997--In the early part of the year, Pepsi pushes into a new era with the
unveiling of the Generation Next campaign. Generation Next is about
everything that is young a nd fresh; a celebration of the creative spirit. It
is about the kind of attitude that challenges the norm with new ideas, at
every step of the way.

PepsiCo. Announces that, effective October 6th, it will spin off its
restaurant division to form Tricon Glo bal Restaurants, Inc. Including
Pizza Hut, Taco Bell, & KFC, it will be the largest restaurant company
in the world in units and second -largest in sales.

1998--Pepsi celebrates its 100th anniversary.

PepsiCo. Chairman and CEO Roger A. Enrico
donate his sal ary to provide scholarships for
children of PepsiCo employees.

Pepsi introduces Pepsi One - the first one calorie drink

without that diet taste!

2000--Although Pepsi is a great place to work,

Steven Truitt (aka 'struitt') takes his skills and hard
work elsewhere (for more money of course!),
therefore putting an end to his Pepsi page! For

More information about Pepsi, choose a search

engine and search for 'Pepsi' or visit
www.pepsi.com or www.Pepsi Co.com.

As an MNC, on the globe, Pepsi Foods Ltd is one of the largest soft drink
companies in the world with its head quarters in New York.



Structure of bottling plant


There are 43 bottling plants have exist in

different parts of India. From which 15 bottling plants
are company owned such as COBO & 28 bottling plants
are franchise based like FOBO.


Cobo stands for company owned bottling

Operations, the company has total control of its decisions
& the implementation but it has to invest its own money
on plant and machinery, glass & infrastructure. There are
3 bottling in UP which is based on COBO.

1) Jainpur
2) Sathariya
3) Bazpur

Jainpur plant covers Lucknow & Kanpur.

Sathariya is serving Gorakhpur, Allahabad & Banaras.

Bazpur plant gives their services to Bareilly.

Jainpur is the third largest COBO plant in India. It

has three production lines, mentioned as under.

 Kettner – 600 Bottles Per Minute (BPM) - Carbonated

Soft Drink (CSD)

 Sasib- 400 Bottles Per Minute (BPM)- Carbonated Soft
Drink (CSD)-Multi serves

 Slice Line – 200 Bottles per Minute (BPM)

The COBO structure is as under.

 Pepsi Food Limited (PFL)

PepsiCo India Holding (Production &Plant)

PepsiCo India M k t (Support Infrastructure, Marketing

Sales& distribution)

In U.P. there are six warehouses at the following places.







Fobo stands for franchise Owned Bottles

Operations in India Pepsi has franchise. In case the
company supplies its soft drink concentrate to its bottle
syrup. Pepsi has taken a more capital-intensive route of
owning and running its own plants alongside those of its

Getting into Fobo has helped PepsiCo on several fronts.

First, it has enabled Pepsi to focus on marketing
operation as much as it has an operational front. Another
gain of (bottles) & infrastructure the cost burden has been

The FOBO structure is as under.

 Pepsi Food Limited (PFL)

 Syrup

 Franchise (Bottlers)

 Franchise invest in plants & machines, Glass (Bottles)

 Truck & Infrastructure

 PepsiCo India Marketing Co. (Sales & Marketing)

There are FOBO’s in many cities in India some of them are at:






200 ML Rs.8

300 ML Rs.10

PEPSI 250 ML Rs.15

600 ML Rs.20

2 LTR. Rs.55
200 ML Rs.8

300 ML Rs.10

MIRINDA 250 ML Rs.15

600 ML Rs.20

2 LTR. Rs.55
200 ML Rs.8

300 ML Rs.10


600 ML Rs.20

2 LTR. Rs.55
200 ML Rs.8

300 ML Rs.10

7 UP 250 ML Rs.15

600 ML Rs.20

2 LTR. Rs.55
250 ML Rs.10

SLICE 600 ML Rs.22

1.25 LTR. Rs.40

200 ML Rs.10

NIMBOOZ 200 ML Rs.10

350 ML Rs.15
200 ML Rs.15




Introduction of Plan -O- Gram

PepsiCo visi plan-O-Gram has its own importance. It

focuses on the all brands of Pepsi. It is also known as brand
Execution. It is also very useful to identify and choose the
brand for the customer. In this plan –o- gram the brands are
kept in a order in visi cooling equipments.

There are different types of visi cooling equipments and for

each type of visi different types of plan-o-gram is used.

These different types of plan-o-gram are as following.



P Pepsi
7 7up
O Orange(mirinda)
D Dew
S Slice







Most of the Retailers are unaware about the benefits of

Planogram (POG) so they are not taking much interest in this
activity. All of the retailers having very keen interest in Visi-
charging but many of them don’t care about VIsi-purity.
Because they are putting other local brands of eatables for more


It must be responsibility of Pre sales representative (PSR) &

other officials of PepsiCo to motivate the shopkeeper about the
benefits of Visi-purity & charging. Planogram (POG) is also
included in that conversation.



Marketing Research is a process of collecting and analyzing

marketing and ultimately to arrive at a certain conclusion.
Aradhana Soft Drink Company Is a concern which is marketing
the product having different brands Thus a survey method of
marketing research is essentially exploratory in nature. Thus I
opted for “Questionnaire” method for conductive survey about
the marketing of Pepsi through retailer in Kanpur (south)

Importance of marketing Research.

Marketing Research have its importance not only for consumer market; it also
effectively to the producer of goods and services The use of marketing research in
consumer market may be explained on the basis of following services by it: -

1. It ascertains the position of a company in specified

2. It indicates the present future trend of industry and
points out how the company’s affairs are to be
turned up.
3. It helps in development & introduction of new

Since the study is exploratory in nature. A personal
interview with each retailer was aid of questionnaire was
selected as the method of obtaining data the
questionnaire to use in Kanpur to facilitate tabulation
and analysis of data were designed for segment retailers.

Field experience showed that listing the respondents to the

questionnaire failed to touch upon certain parameters and it was
found necessary to let the respondents have free had and let the
designed information filter lengthy discussion, through some
aspects of questionnaire adequately touch upon.

The questionnaire was prepared by researches and the

researcher also filled himself interviewing the retailers these
himself interviewing the retailers. For interviewing the retailers
these himself interviewing the retailers. For interview as far as
those languages were used which they can understand clearly;
such as Hindi &English. The researched used to stand in front
of the randomly chosen retail outlet. This is a comprehensive
master plan of the study undertaken, given a general statement
of the method used and procedure followed.

Since the study is both exploratory and descriptive in nature.

A personal interview with each retailer with each retailer with
the help of questionnaire was selected to obtain data. The
questionnaire to be used in Kanpur (south) only.

Data source:- The various source of information broadly
divided in 2 categories.

(a) Primary source:-

Source from where first hand information are gathered

directly are called primary source and information thus
collected is called primary data. In case of the above
study the primary source was RETAILER.

(b) Secondary source : -

The data that are collected for anther purposes already

exist somewhere is called secondary data. With regard to
my study the secondary sources where records of the
company. Magazines and papers .


The following methods are widely used for collection

(1) Survey method.
(2) Observation method.

In the above –mentioned method. Survey and

observation method was mainly used for the undertaken
topic. Survey method was mostly used for collection of
data through personal interview with the help of a
framed questionnaire in case of retail outlets. Such as
general store. Grocery shop, sweet shop, pan shop,

restaurants and some others. As far as retailers are
concerned .Besides survey. Observation method was also
used to get data by watching the retailer .

RESEARCH INSTRUMENT : - In this regard an

instrument refers to means by which research is
In this case of all the respondents’ questionnaire was used.

Data analysis & interpretation

There are more than 150 outlets are exist in both area
including Rawatpur & Ashok nagar but due to time constraint
those outlets are given to me by sameer sir which are not
performing better up to the mark of PepsiCo’s guidelines. In
Ashok nagar area only 27 outlets are assigned to me &
remaining outlets I had visited were under the aegis of

Areas covered by me are

1) Rawatpur
2) Ashok nagar

No. of outlet visited by me in Ashok nagar

Sr.no. outlet name Customer outlet type visi

ID size
1 Chawla corner 7935 eatery 220
2 shesh pan shop 4378 convenience 165
3 Anurag res. 1609 eatery 320
4 Nirmal bakery 4380 eatery 330
5 Agrahari canteen 4354 eatery 330
6 Laxmi t stall 4355 eatery 250
7 Hotel celebration 7318 eatery 320
8 Kanha cont. 7063 eatery 320
9 Balaji bakers 5075 eatery 285
10 Gupta stationers 7939 grocery 285
11 Medical college 4281 grocery 285
12 Baba bhojnalaya 1291 eatery 315
13 Aijaz PCO 7886 convenience 400
14 Adil cold drink 7890 convenience 280
15 Bajpai gen store 7360 grocery 280
16 Vineet gen store 4407 grocery 220
17 Gupta jalebi 5900 convenience 570
18 Popular g/s 4411 grocery 340

19 Sunil g/s 1592 grocery 220
20 Nirdosh pan shop 1539 convenience 340
21 Monkey 1607 convenience 280
22 Anandeshwar 3678 eatery 280
23 Harsh book stall 4372 eatery 340
24 Parag dairy 2485 convenience 280
25 Ashoka bakery 4413 eatery 400
26 Laxman pan shop 4369 convenience 220

No. of outlet visited by me in Rawatpur

Sr.no. outlet name Customer outlet type visi size

1 Sanjay pan shop 8765 convenience 280
2 Ziyalal pan shop 4356 convenience 280
3 Nalanda hotel 234 eatery 340
4 Ajanta restaurent 2345 eatery 340
5 Avishkar bakery 8453 convenience 570
6 Shivam fast food 7754 eatery 280
7 Vinod fast food 2499 eatery 340
8 Deepak PCO 8331 convenience 220
9 Ajay pan shop 5645 convenience 280
10 Chaurasiya PCO 600 convenience 570
11 Maharana telecom 5676 convenience 280
12 Shani pan shop 8046 convenience 340
13 New meet g/s 2342 grocery 280
14 Pankaj pan shop 2324 convenience 280
15 Goldi gen. store 4564 grocery 340
16 Maa durga gen. store 1890 grocery 280
17 Maa laxmi PCO 8015 convenience 280
18 Hot n juicy 7854 eatery 340
19 Mayank PCO 4562 convenience 280
20 Bauwaa pan shop 654 convenience 280
21 Rahul T stall 8025 eatery 280
22 Ravi pan shop 5673 convenience 300
23 Eye hospital canteen 356 eatery 340

24 Jai gurudev gen. store 2868 grocery 340
25 Om prov. Store 4564 eatery 340
26 Baba pan shop 7645 convenience 280
27 Raj pan shop 6788 convenience 300
28 Brijwasi sweets 5667 eatery 400
29 Prakash sweets 1354 eatery 300
30 Sanjay T stall 7697 eatery 300
31 Super confectionary 687 convenience 340
32 Honey PCO 7243 convenience 280
33 Guddu gen. store 3126 eatery 280
34 Chandreshwar bakery 6756 convenience 340
35 Babli pan shop 7270 convenience 220
36 Balaji sweets 2487 eatery 300
37 Meena mishthan 4543 eatery 340
38 Deepak sweets 6784 convenience 280
39 Munna PCO 1049 convenience 280
40 Vinod pan shop 3354 convenience 220
41 Sharma T stall 233 eatery 300
42 Shekhar telecom 531 convenience 220
43 Aman kool center 7771 eatery 340
44 Karan cold drink 2569 convenience 340
45 Rajesh pan shop 2342 convenience 340
46 Vern cold drink 5674 convenience 220
47 Dewa food plaza 224 eatery 340
48 Vijay hotel 600 eatery 400
49 Bhagwan das 846 convenience 280
50 Rakesh prov. Store 1220 grocery 280
51 Awashti prov. Store 1458 grocery 300
52 Chander pan shop 1991 convenience 220
53 Raju sweets 2123 eatery 340
54 Dharamveer pan 5838 convenience 280
55 Arbaaj cold drink 3867 convenience 280
56 Lucky hotel 4403 eatery 400
57 Sanjay pan shop 4364 convenience 280
58 Angad pan shop 4392 convenience 220
59 Siddiqui gen store 4464 grocery 280
60 Mani PCO 4476 convenience 220
61 Mahoba pan shop 4596 convenience 340
62 janta pan shop 4626 convenience 300
63 Sanjay kirana store 4465 grocery 320
64 Chaurasiya treat 5743 eatery 570
65 Akeel cold drink 5766 convenience 280
66 Ashol T stall 5903 convenience 280
67 Dhannu T stall 4456 eatery 220

68 Kesarwani pan 7238 eatery 340
69 Gupta gen store 7272 grocery 300
70 Shanshaw icecream 7426 eatery 400

Outlet status before my visit

Date Area outlet no. of no. of avg. avg. sku per

covered visi pure visi charging visi
20/06/09 Rawatpur 20 12 10 10
22/06/09 Rawatpur 27 15 12 10
23/06/09 Rawatpur 18 9 8 9
24/06/09 Rawatpur 23 11 10 10
25/06/09 Rawatpur 18 10 7 7
26/06/09 Rawatpur 17 10 9 8
27/06/09 Rawatpur 18 11 9 9
29/06/09 Rawatpur 17 11 10 9
30/06/09 Ashok nagar 26 12 10 12
1/7/09 Ashok nagar 18 6 7 10
2/7/09 Ashok nagar 15 8 7 9
3/7/09 Ashok nagar 10 5 6 11
4/7/09 Ashok nagar 11 4 5 9
5/7/09 Ashok nagar 11 6 6 10
6/7/09 Ashok nagar 11 8 9 11
7/7/09 Ashok nagar 11 11 11 19
8/7/09 Ashok nagar 26 20 16 12
9/7/09 Ashok nagar 20 15 13 12
10/7/09 Ashok nagar 18 15 12 13
11/7/09 Ashok nagar 24 20 15 12
14/07/09 Ashok nagar 19 16 13 12
15/07/09 Ashok nagar 20 15 14 13
16/07/09 Ashok nagar 20 16 16 13
17/07/09 Ashok nagar 26 20 17 12
18/07/09 Rawatpur 20 17 14 11
20/07/09 Rawatpur 19 15 17 12
21/07/09 Rawatpur 23 18 15 12
22/07/09 Rawatpur 20 14 13 10
23/07/09 Rawatpur 22 15 14 11
24/07/09 Rawatpur 24 19 17 13
25/07/09 Rawatpur 20 17 16 12
27/07/09 Rawatpur 18 16 13 13

28/07/09 Rawatpur 19 18 15 12
29/07/09 Rawatpur 20 18 15 12
30/07/09 Rawatpur 15 15 14 12

Outlet status after my visit

Date Area outlet no. of no. of avg. avg. sku per visi
covered visi pure visi
20/06/09 Rawatpur 20 18 13 13
22/06/09 Rawatpur 27 23 16 14
23/06/09 Rawatpur 18 15 12 10
24/06/09 Rawatpur 23 17 17 11
25/06/09 Rawatpur 18 15 14 9
26/06/09 Rawatpur 17 15 14 10
27/06/09 Rawatpur 18 16 13 9
29/06/09 Rawatpur 17 16 13 9
30/06/09 Ashok nagar 26 22 18 13
1/7/09 Ashok nagar 18 10 9 11
2/7/09 Ashok nagar 15 10 9 11
3/7/09 Ashok nagar 10 9 7 12
4/7/09 Ashok nagar 11 9 9 10
5/7/09 Ashok nagar 11 10 9 11
6/7/09 Ashok nagar 11 11 10 15
7/7/09 Ashok nagar 11 11 11 20
8/7/09 Ashok nagar 26 25 21 13
9/7/09 Ashok nagar 20 18 15 14
10/7/09 Ashok nagar 18 17 15 14
11/7/09 Ashok nagar 24 22 18 13
14/07/09 Ashok nagar 19 18 15 13
15/07/09 Ashok nagar 20 19 16 13
16/07/09 Ashok nagar 20 19 16 13
17/07/09 Ashok nagar 26 24 20 13
18/07/09 Rawatpur 20 19 17 12
20/07/09 Rawatpur 19 19 18 13
21/07/09 Rawatpur 23 22 20 12
22/07/09 Rawatpur 20 16 14 11
23/07/09 Rawatpur 22 20 18 12
24/07/09 Rawatpur 24 22 20 14
25/07/09 Rawatpur 20 19 17 12

27/07/09 Rawatpur 18 18 17 13
28/07/09 Rawatpur 19 19 16 13
29/07/09 Rawatpur 20 20 18 14
30/07/09 Rawatpur 15 15 14 14

Breakup of size Visi-cooler

Availability of Visi-cooler at different outlet of Ashok nagar.

Total no. of Visi-cooler= 57

Visi size No.

220 lt. 6
280 lt. 29
340 lt. 16
570 lt. 3
1200 lt. 3

5% 11%

220 lt.
280 lt.
28% 340 lt.
570 lt.
1200 lt.


Availability of Visi-cooler at different outlet of Rawatpur.

Total no. of Visi-cooler= 70

Visi size No.

220 lt. 3
280 lt. 44
340 lt. 19
570 lt. 4
1200 lt. 4



220 lt.
280 lt.
340 lt.
570 lt.
1200 lt.

Day wise improvement of Visi purity & charging.

Day 1 to day 8

Outlet status before my visit

60 61
54 53
4000% 40
34 Visi-purity
Avg. no of sku

day 2 day 4 day 6 day 8

Outlet status after my visit

65 65
60 61 60
55 55 55
Avg. no of sku in visi

day 2 day 4 day 6 day 8

Day 9 to day 16

Outlet status before my visit

60 60 60
55 56 55

46 45
4400% 44

Avg. no of sku

day 10 day 12 day 14 day 16

Outlet status after my visit

72 70 70
65 65 67
60 61 60

Avg. no of sku in visi


day 10 day 12 day 14 day 16

Day to 17 to day 24

Outlet status before my visit

73 75
70 70 71

55 54 56

Avg. no of sku


day 18 day 20 day 22 day 24

Outlet status after my visit

84 83 83
79 80
70 69
62 64

Avg. no of sku in visi


day 18 day 20 day 22 day 24

Day 25 to day 32

Outlet status before my visit

84 83 86 86

58 60 58

Avg. no of sku


day 26 day 28 day 30 day 32

Outlet status after my visit

89 87
84 82 86 85

69 70

Avg. no of sku in visi


day 26 day 28 day 30 day 32

Day 33 to day 40

Outlet status before my visit

89 87 90 89
85 85
78 79
75 76

Avg. no of sku


day 34 day 36 day 38 day 40

Outlet status after my visit

93 93
90 90 89
85 87
75 75

Avg. no of sku in visi


day 34 day 36 day 38 day 40

NOTE:- All the numeric value above the column are in %age.
Findings of Visi-purity & charging.

No. of outlet visited by me in Rawatpur & Ashok nagar =96

Status before my visit

No. of Visi-pure = 22

Avg. No. of Visi-charging = 60%

Avg no. of SKU per visi = 10

Status before my visit

No. of Visi-pure = 81

Avg. No. of Visi-charging = 85%

Avg no. of SKU per visi = 18

Findings of the study

 After visiting more than 90 outlets I have found that there

is very close competition between PepsiCo & its rival
Coca cola at some of the very crowded market place like
Ashok nagar crossing & Rawatpur station premises.

 But after very close competition PepsiCo (65%) is very far

ahead from its rival Coca cola (35%) in terms of market
share in Ashok nagar crossing & Rawatpur station

 By asking some question from consumer at the time of

visi-purity about newly launched product Nimbooz. Most
of the respondents including retailers had said that if this

flavor would contain a little quantity of gas then it would
be more attracting brand.

 I have also found the main reason of visi impurity is water

pouch, which is more profitable to retailer in comparison
to PepsiCo’s product.

 According to Visi strength in market like Ashok nagar &

Rawatpur I have found that visi size of 280 lt. is in more
demand among the retailer.

 In Ashok nagar area out of 26 outlet, which I assigned to

work 40% outlet selling both rival brands, including coke
& Pepsi.

 The sale in age wise section, it was found that 200 ml is

sold the age group with same frequency but 300 ml is sold
mostly in 25-45 years of age group where as CAN is sold
in high younger generation only. Finally 2 lit. Are used
only for family or party purpose.

 I have also found that PepsiCo’s brands have higher

market share than coke in brand wise segment, but is
Thumsup, which is making the major different in the

 PepsiCo’s Nimbooz brand is growing very rapidly in

newly launched segment & it is going to be a future threat
to Limca.

 There was a very huge shortage of Mountain Dew & Slice

in both area including Ashok nagar & Rawatpur from 20th
June to 10th July.

Suggestion of the study.

 PepsiCo should start the manufacturing of its own

packaged water pouch under the brand of Aquafina so that
there will be no problem of visi-impurity. From this step
PepsiCo’s product line as well as its revenue would be

 Company should motivate their competent and honest

salesman so that they could provide schemes to the
retailers & make them happy

 Supply van from warehouse should be departure on time

so that there would be no delay in delivery of product.
From this step retailers will be happier.

 It is often seen that some salesman’s don’t intimate

schemes to the retailer & few of the retailer complaint
about it. So there should be frequent visits of Customer
Executives to their respective areas to keep the shop-
keepers benefited with various schemes.

 Most of the retailers are complaining about non-fulfillment

of commitment regarding their leakage & breakage.
Company should make sure that the retailers get fulfill
their commitment on this issue so that they will be

 PepsiCo should try to give some credit facility to the

distributors & retailers so that they can bring brands more
than their credit worthiness & try to sell maximum no of
SKU from their outlet.

 Proper feedback system should be develop by its officials

& ensure a randomly visit of outlet by them. It will help to
build a strong & healthy relationship between company &


 Since the product under study was consumer goods,

which requires a large sample to have a correct
study, a sample size of 100 Respondents was too
small for it. But time & money did not allow
Researcher to have a large sample. And also to
manage a large sample wo uld also be difficult by
Researcher alone.
 Mostly stress was given on primary data, as it was
difficult to collect Secondary data from organization
& distributors.

 Weather conditions were not favorable.

 Some of the respondents were not co-operative and many

of them seem to be having no interest.

 The study has not been intended on a very large scale, have
the possibility of errors, which cannot be ruled out.

 It is impossible to find out the problem faced by the

PepsiCo in a time span of 2 months.

 Area was specified.

 It is extremely difficult to persuade retailer to respond to


 The retailer knows us as people from Pepsi there by the

responses could have been biased.

 The company does not provide any financial assistance.

 The time allowed for the project was short. It was
impossible to study deeply in that short period.

 There was the staying place hearer to local market.

 Region i.e., Urban area therefore the result are

applicable to Kanpur region only these findings may
not have much re levance in other regions of different
from rest of the country


1) The study reveals that the market share of Pepsi in

Rawatpur & Ashok nagar area is 61% as compared to
Coca-Cola is 39%. Thus Pepsi having a clear edge over

2) Services after sales of Pepsi is not up to satisfaction

level is because, I found that few retailers are active in
display of Visi coolers and advertisement glow sign
boards provided by the company. But in few outlets
display system is out of order or not properly working
for the last few months or a year, thus Pepsi
management being casual in this area. The rival
company Coca-Cola being very quick in this area.

3) Number of route vehicles for delivery of goods is

less than the required one for proper coverage of whol e
area of Kanpur. Thus, just -in-time and efficient
delivery is affected.

4) Comparative advantage of Pepsi -field sales personals
are there to keep an eye on the whole market and to
approach where the problem arises. Two way
communications occurs for transpar ency in business.
Whereas Coca-Cola Company is week in this fields.

5) The study reveals the immediate steps are not taken

in the replacement of damaged or breakage goods. The
rival company. Coca-Cola is very quick in this area
and efficient also.
6) The study reveals that there is lack of POP (point -of-
purchase) materials in few areas of Kanpur region.
7) The study reveals that the commitment of supplying
gift items or incentive is not carried out on scheduled
8) The study reveals that in prompting soft drinks in a
market, advertising media like glow sign boards,
hoardings, painting etc. plays a vital role in grabbing
interest of an outlets to sell soft drinks. Some areas of
Kanpur region are not equipped somehow with these
advertising media. This media of adver tising is used by
both the companies (Pepsi & Coca -Cola) only for its
consumer. This helps the company to let the consumer
know what their product is all about to an edge its
9) The study reveals that the Cola flavor of Pepsi is
very mild in taste as compared to the Cola brand of
coca-cola, Thumps up.



 PepsiCo’s business segment is comes under FMCG sector so

the demand of the product will never be slump.
 PepsiCo having a good brand perception in consumers mind.
 Promotional schemes given by PepsiCo to the consumer as
well as retailers are very good. Some of the popular schemes
are cash money back scheme on slice, 7up & Nimbooz.
Retailers are also get benefited from various scheme
provided by PepsiCo. Some of the scheme like product
display & Club membership are very popular among the
 PepsiCo having very large and strong distribution network in
comparison to their rival Coca cola.

 Effective team management from Top level to lower level.

PepsiCo Chairman & CEO Indra k. Nooyi. leads the
company in a better approach & won many awards. PepsiCo
team having dedicated person & professional attitude.

 PepsiCo launch new product time to time as according to
consumers taste & preferences like it’s newly launched
 PepsiCo covered more area rather than its competitor coke.
 In comparison to Coca-Cola’s red color, which is brighter
and have more visibility Pepsi’s blue color provide relax &
same as sky.
 Advertisement plays a very vital role to know about brands
popularity among the consumer. PepsiCo endorses popular
celebrity time to time as their brand ambassador who are
more popular among youth, teenagers & kids. like Sachin
Tendulkar, Shahrukh khan, John Abraham, Katrina kaif, MS
dhoni etc.

 Company distributed more Merchandising asset like Visi

cooler, Rack, Umbrellas, Glow sign boards(gsb), banner ,
poster Rather than its competitor coke.


 Retailers always complaining about the proper visit of

PepsiCo’s official at their outlet.
 In the peak season (summer) there are some distribution
problem arises due to excess demand of the product &
Irregular delivery by DA.
 PSR are not concentrating on the merchandising of product
which is very necessary for boosting up of sales. In this
matter coco cola is far ahead.
 Agency routes have many loopholes while distributing
product to the retailer. Retailers always complaining that they
are not getting scheme & benefits by the agency. Irregular
delivery of product is also a major problem faced by the

 Except some PSR & DA they are not paying much attention
towards the fulfilling of commitment made by them to the
retailers & they are also not visiting to the retailers who are
having their outlets in the streets far from the main road.


 PepsiCo should sort out the problems of ratailers & find

appropriate solution for them to make better brand image in
the consumers mind.
 PepsiCo can also improve the delivery system & enlarge
their route in every street of the city according to the
feedback of retailers. With the help of this it can achieve
their objective by running campaign “HAR STREET KO
 PepsiCo also have an opportunity to increase the production
of its very popular brand “Mountain Dew” & “Slice” because
these brands alone face a huge stock problem during this
 To make some Changes according to feedback of consumer
that which type of taste they want to prefer.
 PepsiCo can increase their brand awareness among the
people By Organizing more promotional program/activity in
those area where coke is dominant one.
 With the help of all the opportunity that is given above
PepsiCo can increase their markets share in Kanpur.


 There is no proper policy of distributing the merchandising

assets of the company to the retailers.
 Competitors new brand entry in the market near future.



 Philip kotler, Marketing Management, 11th edition,

prentice hall of India Pvt Ltd.
 Ramaswamy and Namakumari, Marketing Management,
3rd Edition, Macmillan India Ltd.
 G.C. Beri, Marketing Research 3rd edition, Mc Milan
India Ltd.
 C.R. Kothari, Research Methodology.


 www. Pepsico.com
 www.Pepsizone.com
 www.pepsi.com

 www.pepsiindia.com

 www.wikipedia.com