A Project Report on

Comparative study of market share of Pepsi V/s Coca cola

UNDER THE GUIDANCE OF PROF. PALLAVI PATIL

IN PARTIAL FULFILLMENT FOR THE AWARD OF THE DEGREE OF

M.M.M

I Shiv Darshan do hereby declare that the project entitled Comparative

study of market share of Pepsi V/s Coca cola. Carried at Varun Beverages, Bundi is an original work carried out by me under the
guidance of Prof. Pallavi patil, at Varun Beverages Kota, in partial

fulfilment of Post-Graduation Program during academic year, All the data represented in this project is true and correct to the best of my knowledge and belief. This work has not been submitted for any other degree / diploma exam elsewhere..

Acknowledgement
A Project usually falls short of its expectation unless guided by the right person at the right time. Success of a project is an outcome of sincere efforts, channeled in the right direction, efficient supervision and the most valuable professional guidance. This project would not have been completed without the direct and indirect help and guidance of such luminaries. They provide me with the necessary recourses and atmosphere conductive for healthy learning and training. At the outset I would like to take this opportunity to gratefully acknowledge the very kind and patient guidance I have received from my project guide Mr. HEMANT SHARMA. Without him critical evaluation and suggestion at every stage of the project, this report could not have reached its present form. In addition, my internal guide Prof. Pallavi Patil; Faculty has critically evaluated my each step in developing this project report. Lastly, I would like to thank all the members of VARUN BEVERAGES and my colleagues who gave me fruitful information to finish my project.

TABLE OF CONTENTS
Sr.No. 1 2 3 4 5 6 7 8 9 10 11 12 Topic Project Title Declaration Acknowledgement Executive Summary Introduction Profile of the organization Conceptual background Research methodology Data interpretation analysis & interpretation Findings, suggestion and conclusion Bibliography Annexure Page no

EXECUTIVESUMMARY
The distribution network of PEPSI is well known for its efficiency but company constantly strives for the betterment of their distribution network system. Emphasis of project focus on the customer of company i.e., the retailers. The Retail Mapping of BUNDI City is an integral step for the assessment, development and betterment of this system. The distribution system not only comprises the movement of the products but also incorporates the merchandising of the product, which is very broad in its purview.The project incorporates the analysis of the performance of PEPSI and probing into opportunities of increasing the market share in BUNDI City . The entire process had to be in an organized manner in order to deliver meaningful results for the Purpose of decision-making. The project was that of market research with surveys and observations as its major phases with the objective of gathering of all important information material for strengthening the position of PEPSI in BUNDI City. PEPSI boasts of having the maximum market share in the beverage segment in BUNDI CITY and is in constant process for the betterment of its product performance and customer as well retailers satisfaction.

CHAPTER- 2
INTRODUCTION

The Project Comparative study of market share of Pepsi

V/s Coca-Cola Is designed on the lines of basic investment decisions to

be taken by the senior officials of PEPSI for the purpose of amendments in the pre-existing distribution network in order to review and strengthen the routes. The findings of the project are very crucial for the increment of the market share of PEPSI V/s COCA-COLA in the Bundi City Beverage Market. Though the process is an on-going one but the decisions have to be taken on a strong base, supported by facts and figures and that too on papers. This support can only be provided with the help of an extensive and through analysis of the market and the data collected thereof. The Marketing Development Co-ordinator who was the lead or the project head delivered the objectives of the project to us expressly and we had to submit the day report to him along with the draft report. He was the in charge of the project and gave guidelines and directions to approach the project.

Objective of the study

To study the products of Pepsi Co and Coca-Cola. To study the distribution services provided by the company. To know the different schemes of the Pepsi Co and Coca-Cola. To know the customer demand for products of company. To investigate the problems of retailers with regards to products of company.

Importance.
1. This study helps the company to know the problems of retailers. 2. This study also helps the distributors to know the satisfaction of the retailers about the distribution services.

Scope and Limitations Scope

1. This study helps the Company for analysing the demand of their products. 2. This study helps the retailers to know the different kinds of products of PepsiCo and Coca-Cola. 3. This study helps the distributors to know the problems of retailers.

Limitations.
1. The survey is done only on branded beverage products. 2. The survey is restricted to Bundi city only.

3. The project is done on the products available in Bundi city. 4. This study is carried out for two months.

Purpose of the study. 1. Consumption of soft drinks has increased tremendously in India. Every age of group like it , now a days it become a household necessary item. 2. In field of marketing many kinds of surveys are conducted by Pepsi item time to time. 3. This is end and last feedback or any kind of organisation .By the specific survey, this was conducted by Pepsi organisation want to know about the right picture of Bundi market. This work study provides extensive information about the position of companys brand in Bundi. 4. To find out the present status of Pepsi brands in the retail outlets.

Profile of the organization

"COMPANY INTRODUCTION"

Caleb Bradham a New Bern N.C druggist who formulated Pepsi Cola founded Pepsi Cola Beverage business at turn of the century. Pepsi Cola Company now produces and markets nearly 200 refreshment beverages to retail, restaurants and food service customers in more then 190 countries and territories around the world and generates revenue of over 18 billion dollars PepsiCo World Headquarters is located in Purchase, New York. Pepsi Co. is the world leader in the food chain business. It consists of many companies amongst which the prominent ones are Pepsi Cola, Frito-

Lay, Pepsi food international, Pizza-hut, KFC and Taco bell.

The group is presently into three most profitable businesses namely, Beverages Snacks foods and Restaurants. The beverages segment primarily market it Pepsi diet, Pepsi Mountain Dew and other brands worldwide and 7UP outside the U.S . market. They are positioned in close competition with Coca Cola Inc. of USA. The Snacks food divisions manufacture and distribute and markets others snacks worldwide. The restaurant segment primarily consists of the operations of the worldwide Pizza-Hut, Taco bell and KFC chains PFS, PepsiCos restaurant distribution operation, supplies to Company owned and Franchise restaurants in the U.S. When Coca Cola changed its formula in 1985. Pepsi Stepped up its competition with its long time arch- rival claiming victory in the Cola-wars. Coke and Pepsi expended their rivalry to tea in 1991 when Pepsi formed a venture with No.1 Lipton in response to Cokes announced venture with Nestle (Nestea). Pepsi Co is going blue. This was the new colour adopted by the company to strengthen its brand globally. Also the company is changed colours from Generation X to GENERATION NEXT. Although Pepsi holdings over the years have become diverse in such fields as the Snacks industry and Restaurants industry, this portfolio will discuss

its core business and its highly successful business of Beverages. The soft drink industry customer base is probably the widest and deepest base in a world that is flooded with some many categories. According to Beverage Digest the customer base for soft drinks is a whopping 95% of regular users in the United States. This represents a large field of potential customers for Pepsi Cola. Pepsi prefers to segment itself as the beverage choice of the New

Generation, Generation Next, or just as the Pepsi Generation. These terms adopted in Pepsis advertising campaigns are
referring to the markets that marketers refer to as Generation X. The Generation X consumer is profiled to be between the ages of 18 to 29. They have high expectations in life and are very mobile and active. They adopt a lifestyle of living for today and not worrying about long-term goals. Those Pepsis main emphasis on this segment they also have a focus on the 12 to 18 year old market. Pepsi believes if they can get this market to adopt their product then they could establish a loyal customer for life. Pepsi Cola throughout its 100 years of existence has developed much strength. One of the strengths that have developed Pepsi into such a large corporation is a strong franchise system. The strong franchise system was the backbone of success along with a great entrepreneur spirit. Pepsis

franchise system and distributors is credited to bring Pepsi from a 7,968 gallons of soda sold in 1903 to nearly 5 billion gallons in the year of 1997. Pepsi also has the luxury to spend 225 million dollars in advertising a year. This enormous ad budget allows Pepsi to reinforce their products with reminder advertising and promotions. This large budget also allows Pepsi to introduce new products and very quickly make the consumer become aware of their new products. Pepsi also has had the good fortune of making very wise investments. Some of the best investments have been in their acquiring several large fast food restaurants. They have also made wise investments in snack food companies like Frito Lay, which at present time is the largest snack company in the world. Probably high on the list of strengths is Pepsis beverage line up.

Pepsi has four soft drinks in the top ten beverages in the world. These brands are Pepsi, Mountain Dew, Diet Pepsi, and Caffeine Free Diet

Pepsi. Some other strong brands are All Sport, Slice, Tropicana, Starbucks,
Aquarian and a license agreement with Ocean Spray Juices.

Organizational Structure

Chairman President Unit Manager TDM ADC Customer Executive Distributers A,B,C Route Agents Customer Executive Distributers E,F Route Agents

Helper

Helper

Product Profile

PRODUCT POSITIONING OF PEPSI CO.

Pepsi prefers to position itself as the beverage choice of the New

Generation, Generation Next, or just as the Pepsi Generation.

These terms adopted in Pepsis advertising campaigns are referring to the markets that marketers refer to as Generation X. They have high expectations in life and are very mobile and active. They adopt a lifestyle of living for today and not worrying about long-term goals. Though Pepsis main emphasis is on this segment but they also have a focus on the 12 to 18 year old market. Live For Now' Youngistaan ka Wow Yeh Dil

Maange More, Got Another Pepsi, Ye Pyass Hai Badi have

made Pepsi one of the coolest brands recognized among teens in the top five and the only beverage product in this category.

PEPSI-COLA LOGOS

The Pepsi-Cola logo has changed many times over the years. Here's a chronological history of the various logos.

Slogans and Logos

1898

Brad's Drink

Exhilarating, 1903 Invigorating, Digestion Original 1906 Drink Delicious 1908 Healthful For All Thirsts Pepsi 1915 Cola and Pure Food Aids

Pepsi Cola - It makes 1919 you Scintillate Drink Pepsi Cola - It 1920 Will Satisfy You 1928 1929 1932 1933 Peps You Up! Here's Health! Sparkling, Delicious It's the Best Cola Drink Double 1934 Refreshing Healthful 1938 Join the Swing to Pepsi Twice as Much for a 1939 Nickel Bigger Drink, Better 1943 Taste Size and

It's a Great American 1947 Custom Why Take Less When 1949 Pepsi's Best? More Bounce to the 1950 Ounce The Light Refreshment 1954 Refreshing Filling Be Sociable, Have a 1958 Pepsi Now It's 1961 Those Young Come Alive! You're in 1963 the Pepsi Generation Pepsi for Without

Who

Think

Taste that Beats the 1967 Others Cold, Pepsi

Pours It On. You've Got a Lot to 1969 Live, Pepsi's Got a Lot to Give Join the Pepsi People 1973 Feelin' Free 1976 Have a Pepsi Day! Catch That Pepsi Spirit 1979 Take the Pepsi

Challenge Pepsi's Got Your Taste 1981 for Life 1983 Pepsi Now! The Choice of a New 1984 Generation

1987 1989 1992

America's Choice A Generation Ahead Gotta Have It Be Young, Have Fun,

1993 Drink Pepsi 1995 1997 1998 1999 2000 2003 2004 Pepsi. It's the Cola Nothing Else is a Pepsi Generation Next Same Great Taste The Joy of Cola The Joy of Pepsi

a2005

STRENGTH & WEAKNESSES OF PEPSI CO.

Pepsi Cola throughout its 100 years of existence has developed much strength. One of the strengths that have developed Pepsi into such a large corporation is a strong franchise system. The strong franchise system was the backbone of success along with a great entrepreneur spirit. Pepsis franchise system and distributors is credited to bring Pepsi from a 7,968 gallons of soda sold in 1903 to nearly 5 billion gallons in the year of 1997. Pepsi also has the luxury to spend 225 million dollars in advertising a year. This enormous ad budget allows Pepsi to reinforce their products with reminder advertising and promotions. This large budget also allows Pepsi to introduce new products and very quickly make the consumer become aware of their new products. Pepsi-Cola provides advertising, marketing, sales and promotional support to Pepsi-Cola bottlers and food service customers. This includes some of the world's best-loved and most-recognized advertising. New advertising and exciting promotions keep Pepsi-Cola brands young. The company

manufactures and sells soft drink concentrate to Pepsi-Cola bottlers. The company also provides fountain beverage products. Pepsi also has had the good fortune of making very wise investments. Some of the best investments have been in their acquiring several large fast food restaurants. They have also made wise investments in snack food companies like Frito Lay, which at present time is the largest snacks company in the world.Probably high on the list of strengths is Pepsis beverage line up. Pepsi has four soft drinks in the top ten beverages in the world. These brands are Pepsi, Mountain Dew, Diet Pepsi, and Caffeine Free Diet Pepsi. Pepsi also has the No.1 tea in the United States, Lipton Tea. Some other strong brands are All Sport, Slice, Tropicana, Starbucks, Aquafina and a license agreement with Ocean Spray Juices. Pepsi Cola like any company has weaknesses. Ironically, the one strength that has been credited for most of its success in the past has now become a weakness for Pepsi. This former strength is the franchise system. The franchise system in Pepsi Corporate view has become a liability. Pepsi in todays market must be able to act as one instead of several separate units. The franchise system has become a hurdle to Pepsi because many of these franchises have become very strong and will not be dictated by PepsiCo on how to handle their operations. Some of these franchises are unwilling to

support certain Pepsi products and at times produce their own private label products that are in direct competition with Pepsi products. Secondly the franchisees are not willing to make capital expenditures to keep up with Coca-Cola who is a firm believer in reinvesting into their infrastructure (Coca Cola at present time does not operate a franchise bottling system). As mentioned earlier Pepsi has tried to elevate this problem by spinning off their interest in fast food restaurants but at present time are still guilty by association to many of the large fountain accounts. The franchise system has also affected fountain sales due to the fact franchisees are not willing to buy expensive fountain equipment to place in accounts mainly because the profit margin is so low and could take years to recoup their investment. Pepsi also has a weakness in the international beverage market. Unfortunately for Pepsi they were a Johnny Come Lately into this arena. Pepsi has tried to enter this market by trying to do in three years what took Coke 50 years to do. This area will take years for Pepsi to mature simply due to Cokes dominance in the international market and the strong ties that Coke has developed with these markets and their governments. Pepsi customers buy nearly five billion gallons of soft drinks per year. Pepsi customers buy their products because of taste, price, packaging and

promotional factors and of a wide variety of brands. Pepsi customers also buy their products due to the high accessibility of Pepsi brands. Pepsi products are distributed to many outlets. For example, supermarkets where Pepsi buys large shelf area and display areas so the customer can find them easier, viz, Convenience stores, Restaurants, Movie theatres and almost and other conceivable spots. Pepsi has a competitive advantage over Coke because of the image it portrays. Pepsi promotes itself as the choice of the New Generation. Pepsi gets this advantage by implementing such large marketing projects like Project Globe. This marketing plan, which Pepsi spent 637 million dollars over five years, is to introduce the new rich deep blue coloring of its packaging. The rich deep blue coloring represents eternal youthfulness and openness. Marketing plans like this made Pepsi one of the coolest brands recognized among teens in the top five and the only beverage product in this category. Another competitive advantage that Pepsi has is in their product Mountain Dew. Mountain Dew has grown a staggering 74.1% over the last five years. Mountain Dew has a 6.3% market share and has recently become the No.4 soft drink in America. At this current pace Mountain Dew will become the first non-cola to reach the 1billion gallon mark in one year.

This new sweetener is slated to be a breakthrough for diet soda in which it limits the after taste associated with diet soda and brings a more cola taste to the product.

PEPSI-COLA IN INDIAN SCENARIO

Since the entry of Pepsi-Cola to India in 1989, the soft drink industry has under gone a radical change. When Pepsi-Cola entered, Parle was the leader with the Thumps-up being its flagship brand. Other products offering by Parle included Limca & Gold spot, another upcoming player in the market was, the erstwhile bottler of Coca-Cola, pure drinks. Its offering includes Campa- Cola, Campa-Lemon & Campa-Orange. With the re-entry of Coca-Cola in the Indian market, Pepsi-Cola had to go in for more aggressive marketing to sustain its market share. The chronology of the initial phase of the Cola wars in India was:

1977: Parle launched Thums-up and pure drinks launched Coca-Cola. 1998: In September, final approval for the Pepsi Foods Ltd. Project
granted by the Cabinet Committee on economic affairs of the

Rajeev Gandhi Govt.

1990: In March, Pepsi-Cola and 7-up launched markets in

north India.

1990: In May, The government cleared the Pepsi-Cola project again but with a change in brand name to Lehar Pepsi, simultaneously it rejects the Coca-Cola application Citra from the Parle, stable hited the market. 1991: Pepsi-Cola extended its soft drinks business and reached at national scale. Pepsi-Cola launched its product in Delhi and Bombay.

1992: In January, Brito foods application is cleared by the FIPB.

Pepsi-Cola and Parle start initial negotiation for a strategic alliance but took break off after a while.

1993: Pepsi-Cola launched Slice and Teem captured about 2530% of the soft drink market in about 2 years.

1994: Pepsi bought Dukes & Sones.

1995: Pepsi-Cola lunched cans, having capacity of 330ml in various

flavours.

. 1996: Pepsi-Cola domestic and international operations combined into

a Pepsi-Cola Company. International and domestic operations combined into one business unit called Frito-Lay Company.

. 1997: Pepsi-Cola brought Mirinda Orange opposite to Fanta. 1998: Pepsi-Cola launched Mirinda Lemon opposite to Limca.
1999: Pepsi-Cola launched Diet Pepsi in can and 1.5 Lit.

PET bottle for health conscious people.

2001: Pepsi-Cola launched Slice in Tetra Pack.

2003: Pepsi-Cola launched Pepsi Blue to get the favour of world cup season. 2005: Pepsi-Cola launched Mirinda in Straw Berry flavour to get the favour of movie Batman.

2005: Pepsi-Cola launched 7-up as 7-up ice.

Pepsi-Cola launched Mountain Dew to be more competitive with Coca-Cola.

PEPSI-COLA PHRASES
The Pepsi-Cola marketing phrase has also changed many times 1909Delicious and Healthful 1939: 1939-1950: Twice As Much For A Nickel Too 1950-1963: The Light Refreshment 1953-1961: Be Sociable 1961-1963: Now It's Pepsi For Those Who Think Young 1963-1967: Come Alive! You're In The Pepsi Generation 1967-1969: Taste That Beats The Others Cold You've Got A Lot To Live, Pepsi's Got A Lot To 1969-1973: Give 1973-1975: Join The Pepsi People Feeling' Free

1975-1978: Have A Pepsi Day 1978-1981: Catch That Pepsi Spirit 1981-1982: Pepsi's Got Your Taste For Life! 1983-1983: Pepsi Now!

1984-1990: Pepsi, The Choice Of A New Generation 1990- 1994: Pepsi nothing official about it 1995- 2004 Yeh dil mange more (Pepsi India) 2004- 2006 My Pepsi my world 2006-2007 "Taste the one that forever young 2008 Pepsi Stuff for Super Bowl commercial

2008-2009 "Yeh hai youngistaan meri jaan" 2010 2011 2012 Pepsi. Sarap Magbago." Youngistaan Ka Wow Live For Now

PEPSI BRANDS AND PACK PROFILE BRAND PACKS:

The products are generally available in three kinds of packaging:

GLASS BOTTLES

 DISPOSABLE CANS

PET JARS

FLAVOUR PACKS:

COLA (Carbonated Soft Drink): PEPSI

MIRANDA ORANGE ORANGE:

MOUNTAIN DEW

7UP

MANGO: SLICE MANGO

MINERAL WATER:

AQUAFINA

THE RKJ GROUP

It can be said with absolute certainty that the RKJ Group has carved out a special niche for itself. Their services touch different aspects of commercial and civilian domains like those of Bottling, Food Chain and Education. Headed by Mr. R. K. Jaipuria, the group as on today can lay claim to expertise and leadership in the fields of education, food and beverages. The business of the company was started in 1991 with a tie-up with Pepsi Foods Limited to manufacture and market Pepsi brand of beverages in geographically pre-defined territories in which brand and technical support was provided by the Principals viz., Pepsi Foods Limited. The manufacturing facilities were restricted at Agra Plant only. The group also became the first franchisee for Yum Restaurants International [formerly PepsiCo Restaurants (India) Private Limited] in India. It has exclusive franchise rights for Northern & Eastern India. It has total 27 Pizza Hut Restaurants under its company. The group added another feather to its cap when the prestigious PepsiCo International Bottler of the Year award was presented to Mr. R. K. Jaipuria for the year 1998 at a glittering award ceremony at PepsiCos centennial year celebrations at Hawaii, USA. The award was presented by Mr. Donald M. Kendall, founder of PepsiCo Inc. in the presence of Mr.

George Bush, the 41st President of USA, Mr. Roger A. Enrico, Chairman of the Board & C.E.O., PepsiCo Inc. and Mr. Craig Weatherup, President of Pepsi Cola Company.

Credentials

MAJOR CREDENTIALS

PEPSICO HOLDINGS PVT. LTD. RECEIVED GOLD STANDARD AWARD FOR PRODUCTION & QUALITY CONTROL FOR THE YEAR 1996-1997.

JAIPURIA GROUP WAS ADJUDGED BEST BOTTLER OUT OF MORE THAN 2000 BOTTLERS ALL OVER THE WORLD FOR THE YEAR 1996-97.

LOCATIONS OF BOTTLING PLANTS OF PEPSI IN INDIA

Mission "To be the world's premier consumer Products Company focused on convenience food and beverages. Its seek to produce healthy financial rewards to investors as It provide opportunities for growth and enrichment to Its employees, business partner and the communities in which operate.

Vision "To build India's leading total beverage company, delighting consumers by best meeting their everyday beverage needs, and stakeholders, by delivering performance with purpose, through Its talented people.

Research Methodology Meaning of research Managers need information in order to introduce products & services that create value in the mind of the customer. But the perception of value is a subjective one, and what customer value this year may be quite different from what they value next year. As such, the attributes that create value cannot simply be deduced from common knowledge .Rather, data must be collected and analysed. The goal of marketing research is to provide the facts and direction the managers need to make their more important marketing decisions. To maximize the benefit of marketing research, those who use it need to understand the research process and its limitations.

Research is a systematic and objective study of problems pertaining to the marketing of gods and services. It may be emphasized that it is not restricted to any particular area of marketing, but it is applicable to all its phases and aspects.

Market research is the collection and interpretation of facts that help marketing management to gets products more efficiently in to the hands of the customers.

Marketing research encompasses all information pertinent to this task, all the appropriate technique. Before defining Market research let us determine what research is. Various authors have defined in different ways. Researches always start with a question or a problem. Its purpose is to find answer to question through the application of the scientific method. It is a systematic and intensive study directed towards a complete knowledge of the study.

The Marketing Research Process:Once the need for marketing research has been established, most marketing Research projects involve these steps:

1. Define the problem 2. Determine research design 3. Identify data types and sources 4. Design data collection forms and questionnaires 5. Determine sample plan and size 6. Collect the data 7. Analyse and interpret the data 8. Prepare the data
The formidable problem that follows the task of defining the research problem is the preparation of the design of the research project, popularly known as the Research design

A structure was formulated to decide on how to go for implementation of the project. According to that a research plan was made, and the steps followed were-

. Collect outlets information under Jain Computer Distributer Bundi north

which had surveyed with regards to distribution. . Segmentation of the outlets on the basis of certain parameters to get equal & fare information which are outlet location, feedback about delivery and tpe of the outlet.

Decide the sample size of the project on the basis of the parameters like 1. Outlet type 2. Feedback about delivery, satisfaction, service, 3. Order frequency. (Per week in summer)

.Preparation of the list of retail outlets to be approached as per the above

mentioned parameters. .Formulation of Questionnaire containing necessary details required for the project. .Approached 419 outlets to get the data from at least 150 outlets which consist of outlets of each type. .Tabulate and analyse the obtained data from the questionnaire and draw conclusions followed by necessary recommendations.

Research design
A research design is the logical & systematic planning & directing of a piece of research. It is the plan, structure & strategies of investigation conceived so as to obtain answer to research question. There is the following type of research design1. Exploratory Research design 2. Descriptive Research design

Exploratory Research design

An Exploratory Research design aims at discovering more about various dimensions of the research problem & its associated aspects. It aims at helping the researcher to formulate a more precise & structured problem.

Descriptive Research design

Descriptive studies, concern themselves with describing the characteristic of a particular individual, group , community or people. Descriptive studies often help the researcher to do a lot of spade work & act as launch pads of the further researcher. Descriptive research describes a behaviour or condition

Data collection: .Primary data:I had collected my primary data through questionnaire which had design for the selected for the retailers as sample.

.Secondary data:According to me secondary data are as important as primary data for any research because there are various data which is needed to complete the research on time. This can be done only secondary data I had collected secondary data through internet & books such as company detailed information, major retailers information and other related data. The secondary data are those already been through statistical process. We can collect secondary data through following ways. 1. Sales presenter. 2. Books, magazine, newspaper and internet.

Sample selection and sample size:

The sample size taken for the project was taken on the basis of certain parameters like outlet type, feedback about delivery and frequency of order of retailer. For this the total sample size was of 150 outlets. It consists of 25-Grocery, 30Hotel, 31-Cold drink shop, 36-Bakery, 28-Other. For getting fare enough data for the further analysis the company analysis the company approached 640 outlets. This was small sample project with non-probability sampling method of selection.

Sampling

1. Sampling Technique: Non probability sampling

2. Sample Unit: Retailers who buys Pepsi and Coca-Cola products.

3. Sample size:

150 respondents, 25-Grocery, 30-Hotel, 31-Cold drink

shop, 36-Bakery, 28-Other from Bundi north. 4. Method: Direct interview through questionnaire.

5. Data analysis method: Graphical method.

6. Area: Bundi ( Devpura, Nanakpuriya, Bahadur singh Circle, Circuit house, Lanka gate, Kwaja gate, Meeragate, Jawahar nagar, Jaipur highway, Kota road.)

SWOT Analysis

SWOT ANALYSIS
STRENGTH: 1) Good market penetration. 2) Motivated channel partner. 3) Well defined routes.

WEAKNESS: 1) All brands were not available in at least 80% shops. 2) Complaint handling was not up to mark. 3) Supply in certain area is very irregular and also route agents are not covering full routes. 4) Poor signage and display is making the routes week for the sale of Pepsi. 5) Interpersonal relationship with the company officials and the route agent is not satisfactory.

OPPORTUNITY: 1) It is observed that in some newly establishing areas many new outlets are opening , Pepsi needs to concentrate on these new outlets and can gradually increase its sale in these area.

2) Large number of mix outlets can be changed to Pepsi exclusive and coke exclusive to mix only by luring them good and efficient supply, glow sign and cooling equipments.

THREATES: 1) Coke is the only nearest competitor and it is catching up in the market penetration through price skimming and other promotional scheme.
2)

Some local brands commonly known as kancha, Tip Top , Shine and the launch of Catch soft drink a product of DS group are causing decrease in sale in some areas.

Data presentation, Analysis and Interpretation

5. To investigate the problems of retailers and customers with regards to products of company.

1. To study the products of PepsiCo and C

4. Type of outlet (1) Grocery (3) Cold Drink Shop (5) Other

(2) Hotel (4) Bakery

Frequencies
Statistics Q4 N Valid Missing 150 0

Q4 Frequency Percent 25 16.7 30 31 36 28 150 20.0 20.7 24.0 18.7 100.0 Valid Cumulative Percent Percent 16.7 16.7 20.0 20.7 24.0 18.7 100.0 36.7 57.3 81.3 100.0

Valid 1 2 3 4 5 Total

INTERPRETATION From above chart we can know that out of 150 responses 25-Grocery,
30-Hotel, 31-Cold drink shop, 36-Bakery, 28-Other

5. Which brand of soft drinks you deal in ? (1) Pepsi (3) Both Frequencies
Statistics Q5 N Valid Missing 150 0

(2) Coca Cola

Q5 Frequenc y Percent 32 21.3 14 104 150 9.3 69.3 100.0 Valid Cumulative Percent Percent 21.3 21.3 9.3 69.3 100.0 30.7 100.0

Valid 1 2 3 Total

INTERPRETATION: From above diagram we can know that out of 150

responses 32-Pepsi 14-Coca-cola 104- Both they have products.

6. Which companys signage you have in your outlet ? (1) Pepsi (3)Both (2) Coca Cola (4) No signages

Frequencies
Statistics Q6 N Valid Missing 150 0

Q6 Frequenc y Percent Valid 1 2 3 4 Total 40 49 46 15 150 26.7 32.7 30.7 10.0 100.0 Valid Percent 26.7 32.7 30.7 10.0 100.0 Cumulative Percent 26.7 59.3 90.0 100.0

INTERPRETATION From above chart we can know that out of 150 responses 40-Pepsi, 49-Coca-Cola, 46-Both, 15-No signage

7. Which companys visi- cooler you have in your outlet ? (1) Pepsi (3) Both (5)Mixed Frequencies
Statistics Q7 N Valid Missing 150 0

(2) Coca Cola (4) Own

Q7 Frequenc y Percent Valid 1 2 3 4 5 Total 24 19 40 22 45 150 16.0 12.7 26.7 14.7 30.0 100.0 Valid Percent 16.0 12.7 26.7 14.7 30.0 100.0 Cumulative Percent 16.0 28.7 55.3 70.0 100.0

INTERPRETATION From above chart we can know that out of 150 responses who have visi-cooler that is 24- Pepsi, 19-Coca-cola, 40-Both, 22-Own, 45Mixed.

8. Which company have better distribution network ?

(1) Pepsi (3) Both Frequencies

Statistics Q8 N Valid Missing 150 0

(2) Coca Cola

Q8 Frequenc y Percent Valid 1 2 3 Total 69 38 43 150 46.0 25.3 28.7 100.0 Valid Percent 46.0 25.3 28.7 100.0 Cumulative Percent 46.0 71.3 100.0

INTERPRETATION From above Diagram we can know that out of 150 responses 46% Pepsi distribution network high in Bundi city.

9. Do the customer know the difference between branded and

Unbranded soft drinks ? (a)Yes Frequencies

Statistics Q9 N Valid Missing 150 0

(b) No

Q9 Frequency Percent Valid Y 150 100.0 Valid Percent 100.0 Cumulative Percent 100.0

INTERPRETATION From above chart we can know that out of 150 responses is come to 100% positive they know about the branded soft drinks.

10. Major age group of customers who buy soft drinks ?

(1) 5-15 (3) 35-45 Frequencies

Statistics Q10 N Valid Missing 150 0

(2) 15-25 (4) 45-55

Q10 Frequency Percent Valid 1 2 3 4 5 Total 25 76 39 9 1 150 16.7 50.7 26.0 6.0 .7 100.0 Valid Percent 16.7 50.7 26.0 6.0 .7 100.0 Cumulative Percent 16.7 67.3 93.3 99.3 100.0

INTERPRETATION From above chart we can know that out of 150 responses that the major group of 15-25 age of 50.7% persons wants to take more soft drink.

11. What do you feel about the price of branded soft drinks ? (1) Very high (3) Medium (5) Reasonable
Frequencies

(2) High (4) Low

Statistics Q11 N Valid Missing 150 0

Q11 Frequency Percent Valid 2 3 Total 45 105 150 30.0 70.0 100.0 Valid Percent 30.0 70.0 100.0 Cumulative Percent 30.0 100.0

INTERPRETATION From above chart we can know that out of 150 responses that the 30% of retailers think the price of soft drink is high & 70% think its a medium.

12. Do you feel a price reduction will increase the sales of branded soft drinks ? (a) Yes
Statistics Q12 N Valid Missing 150 0

(b) No

Frequencies Q12 Frequency Percent Valid N Y Total 41 109 150 27.3 72.7 100.0 Valid Percent 27.3 72.7 100.0 Cumulative Percent 27.3 100.0

INTERPRETATION From above chart we can know that out of 150 responses that the retailers opinion price reduction of soft drink effect better sales. I found during the survey 72.7% wants to reduce & 27.3 said to no.

13. Which type of flavour of soft drink customer buys more?

(1) Cola Mango (3) Neon - Clear Frequencies

Statistics Q13 N Valid Missing 150 0

(2) Lemon - Orange (4) Soda

Q13 Frequency Percent Valid 1 2 3 4 Total 75 44 18 13 150 50.0 29.3 12.0 8.7 100.0 Valid Percent 50.0 29.3 12.0 8.7 100.0 Cumulative Percent 50.0 79.3 91.3 100.0

INTERPRETATION From above chart we can know that out of 150 responses that the I found that the 50% mango & Cola flavour of soft drink customer like & 29.3%-Lemon & Orange, 12%-Neon & Clear or 8.7% like soda.

14. Which medium affect the sales most ?

(a)Television/Radio (c) Display/Umbrella Frequencies

Statistics Q14 N Valid Missing 150 0

(b) Magazines/News papers (d) Wall paintings/Hoardings

Q14 Frequency Percent Valid 1 2 3 4 Total 30 24 59 37 150 20.0 16.0 39.3 24.7 100.0 Valid Percent 20.0 16.0 39.3 24.7 100.0 Cumulative Percent 20.0 36.0 75.3 100.0

INTERPRETATION From above chart we can know that retailers think the phrase Jo Dikhta Hai vo Bikta Hai.

15. Do you think that aggressive advertising further increase the sales volume of Pepsi? (1) Yes (3) No reply Frequencies
Statistics Q15 N Valid Missing 150 0

(2) No

Q15 Frequency Percent Valid 1 2 3 Total 104 24 22 150 69.3 16.0 14.7 100.0 Valid Percent 69.3 16.0 14.7 100.0 Cumulative Percent 69.3 85.3 100.0

INTERPRETATION From above Diagram we can know that the 69.3% customer attract to advertisement.

16. What kind of promotional activities affect sale mostly ?

(1)Free bottle scheme (3) Discount carats Frequencies

Statistics Q16 N Valid Missing 150 0

(2) Prize (4) other

Q16 Frequency Percent Valid 1 2 3 4 Total 47 30 56 17 150 31.3 20.0 37.3 11.3 100.0 Valid Percent 31.3 20.0 37.3 11.3 100.0 Cumulative Percent 31.3 51.3 88.7 100.0

INTERPRETATION

From above chart we can know that out of 150 responses 31.3%retailers want to free bottles scheme, 20%-wants to prize, 37.3%wants to discounts of the carats, 11.3 wants to other scheme.

17. What are your suggestions to improve the sale ?

(1) New schemes (2)Refrigeration system (3) Advertisement (4) Reduction in deposits (5) Credit facilities (6) Regular supply Frequencies
Statistics Q17 N Valid Missing 150 0

Q17 Frequency Percent 27 18.0 31 29 28 15 20 150 20.7 19.3 18.7 10.0 13.3 100.0 Valid Cumulative Percent Percent 18.0 18.0 20.7 19.3 18.7 10.0 13.3 100.0 38.7 58.0 76.7 86.7 100.0

Valid 1 2 3 4 5 6 Total

INTERPRETATION From above Diagram we can know that the 150 response I found to retailers to cause of increase the sale of soft drink their response comes is this 18%-said to new scheme, 20.7%-said to visi-cooler, 19.3%-said to advertisement, 18.7%- said to reduction in deposits, 10%-said to credit facilities, & 13.3%-said to regular supply.

Name of Outlet. Owner name. Gender..

4. Type of outlet (1) Grocery (3) Cold Drink Shop (5) Other 5. Which brand of soft drinks you deal in ? (1) Pepsi (3) Both 6. Which companys signage you have in your outlet ? (1) Pepsi (3)Both (2) Coca Cola (4) No signage (2) Coca Cola (2) Hotel (4) Bakery

7. Which companys visi- cooler you have in your outlet ? (1) Pepsi (3) Both (5)Mixed (2) Coca Cola (4) Own

8. Which company have better distribution network ? (1) Pepsi (3) Both 9. Do the customer know the difference between branded and Unbranded soft drinks ? (a)Yes (b) No (2) Coca Cola

10. Major age group of customers who buy soft drinks ? (1) 5-15 (3) 35-45 (2) 15-25 (4) 45-55

11. What do you feel about the price of branded soft drinks ? (1) Very high (3) Medium (5) Reasonable 12. Do you feel a price reduction will increase the sales of branded soft drinks ? (a) Yes (b) No (2) High (4) Low

13. Which type of flavour of soft drink customer buys more? (1) Cola Mango (3) Neon - Clear (2) Lemon - Orange (4) Soda

14. Which medium affect the sales most ? (a)Television/Radio (b) Magazines/News papers

(c) Display/Umbrella

(d) Wall paintings/Hoardings

15. Do you think that aggressive advertising further increase the sales volume of Pepsi? (1) Yes (3) No reply 16. What kind of promotional activities affect sale mostly ? (a)Free bottle scheme (c) Discount carats (b) Prize (d) Other (2) No

17. What are your suggestions to improve the sale ? (1) New schemes (2) Refrigeration system (3) Advertisement (4) Reduction in deposits (5) Credit facilities (6) Regular supply

WEBLIOGRAPHY & BIBLIOGRAPHY

www.futurebytes.com

www.retailindia.com

www.google.com

Principles of Marketing management (Philip Kotler)

Marketing Research (C.R. Kothari )

If any faults to project report please reply me soon. Yours faithfully Name - Shiv Darshan SIOM PGDM+MMM Email-shivdarshan0544@yahoo.in Mob.no. 09604055667 Thank you