Pepsico India 002

FRITO LAY INDIA
A
PROJECT REPORT
ON
ASSESSMENT AND DEVELOPMENT OF NEW CHANNELS OF
DISTRIBUTION
FOR
FRITO LAY INDIA.
SUBMITTED TO UNIVERSITY OF PUNE
IN PARTIAL FULFILLMENT OF 3 YEARS FULL TIME COURSE
BACHLOR IN BUSINESS ADMINISTRATION (B.B.A.)
SUBMITTED BY
CHANITANYA VILAS DUGAD
(BATCH - 2011-12)
CHANDMAL TARACHAND BORA COLLEGE

SHIRUR ,PUNE- 412210
FRITO LAY INDIA

.
ACKNOWLEDGEMENT
This project bears imprint of all those who have directly or indirectly
helped and extended their kind support in completing this project.
At the time of making this report I express my sincere gratitude to all
of them.
I must first express my gratitude to Mr. Suhas Vaidya, Area Sales
Manager and the staff members for having accorded me the permission to
undertake a project in Frito - Lay India.
I also must show my deepest gratitude to Director Dr. N.S.Nikam
and Prof. Anita Dhariwal for their valuable suggestions, guidance and
advice in bringing out this project.
- Chaitanya Dugad
FRITO LAY INDIA

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CONTENTS
1. INTRODUCTION
1.1. Executive summary
01-03
2. PROFILE OF THE ORGANISATION

2.1. Company Profile
04
2.2. History of Organisation
05-10
2.3. Products / Services of Organisation
11-13
2.4. Organisation chart
14
2.5. Distribution setup
15
3. INDUSTRY PROFILE
16
4. SCOPE OF STUDY
17
5. OBJECT OF THE STUDY
18
6. OBJECTIVES OF THE STUDY
19
7. RESEARCH METHODOLOGY
20-23
8. DATA COLLECTION AND ANALYSIS

8.1. Collection of data from Hotel owners,
24-28
Presentation of the data, and

Interpretation and analysis of the data
8.2. Collection of data from Petrol Pump owners,
29-32

8.3. Collection of data from Institutional Canteen owners,
33-38

8.4. Collection of data from Medical Stores owners,
3
39-43
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8.5. Collection of data from all channels,
44-49 presentation of
the data, and

9. LIMITATIONS
50
10. FINDINGS
51-52
11. CONCLUSION
53-54
12. SUGGESTIONS
55
13. REFERENCE
56
14. ANNEXURE
14.1. Sales Report on Newly Developed Channels
57-60
14.2. Questionnaire for Institutional Canteens
61-62
14.3. Questionnaire for Hotels
63-64
14.4. Questionnaire for Medical Stores
65-66
14.5. Questionnaire for Petrol Pumps
67-68
FRITO LAY INDIA

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EXECUTIVE SUMMARY
SECTOR
: FMCG (Consumer goods)
INDUSTRY
: Packaged and Snack Foods Industry
COMPANY
: Frito-Lay India Ltd.
PROJECT TITLE
: Assessment and Development of New

Channels of Distribution
DURATION
: 2 months (1st June to 31st July)
PROJECT
Problem: Theres a complex web of distribution channels for the FMCG products
in general and packaged and snack foods in particular, but not all the channels yield the
fruitful results. Some infact, yields results even lesser than what resources they consume.
Then there is a simple fundamental of Whatever is visible, sells in FMCG
impulse category. The above two conditions put the companies into a typical CATCH 22
situation.
Solution: Development and Assessment of New Channels for distribution. New
channels lead to the increased penetration of the Frito-Lays products. At the same time,
the new channels were assessed for the sales and level of penetration in terms of the new
sales addition.
FRITO LAY INDIA

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IMPORTANCE OF STUDY
In a world full of competition, it is not at all sufficient to rely just on ones

own Companys standing and distribution channel in the market. It is equally important to
know and predict the channels performance and hidden potential of new channels that sell
innovatively, in a way never thought of. Channel analysis, apart from covering the most
essential concepts of distribution, gives the wide exposure to the field.
Also, a company however strongly channelised and preferred does not
works in isolation. Thus, I found it more than required to do a project on development of
new distribution channel as a whole rather than just one companys traditional channel
performance.
METHODOLOGY
Sample Plan : New channels Medical stores

Hotels
Institutional Canteens
Petrol Pumps
Method
Stratified Random Cluster Sampling method was adopted. The revealed

research was adopted, where the information about the objective of survey and brand
identity was revealed. The sample size was taken around 12% of the universe in case of
Medical stores because of very big size of universe of around 900. The sample size for
Institutional canteens and Hotels was in the region of 15% to 17% of the universe, which
was of size around 350 and 600 respectively. The sample size for petrol pumps was 85%
because of very limited size of universe at 40.
Area of Survey: Nashik
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Sample Size
: Medical stores - 111

Hotels - 105
Institutional canteens - 55
Petrol pumps - 34
HYPOTHESES
Some of the important hypotheses considered while adopting a particular

marketing strategy are discussed here. The study has been conducted by keeping these
entire hypotheses in mind. Later a detailed analysis is conducted on the basis of the
primary and the secondary data collected and conclusions are drawn out of it. The entire
hypotheses are considered again and their usefulness is studied. After this, acceptance or
rejection of these hypotheses is recommended to the authorised dealers and same is
conveyed to the respective officials of Frito-Lays.
The hypotheses are mentioned below:
1) Effective distribution network increases the dealer and consumer satisfaction
and brings more goodwill to the company
2) Knowledge of customer behaviour, reaction pattern and hence its manipulation
is extremely helpful in increasing the total market.
3) Effective promotional activities increase the sales,
4) Knowledge of competitors strengths, weaknesses and competitive advantage
helps in designing the strategies to deal with it.
FRITO LAY INDIA

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PROFILE OF THE ORGANISATION
2.1 COMPANY PROFILE

Mission Statement:
To become the worlds favourite convenience Fun Foods Company.
Pepsicos Values:
Our commitment is to deliver sustained growth, through empowered people,
acting with responsibility and building trust. Heres what this means:
Sustained Growth is fundamental to motivating and measuring our success. Our
quest for sustained growth stimulates innovation, places a value on results, and helps us
understand whether actions today will contribute to our future. It is about growth of people
and company performance. It prioritizes making a difference and getting things done.
Empowered People means we have the freedom to act and think in ways that we
feel will get the job done, while being consistent with the processes that ensure proper
governance and being mindful of the rest of the companys needs.
Responsibility and Trust form the foundation for healthy growth. Its about
earning the confidence that people place in us as individuals and as a company. Our
responsibility means we take personal and corporate ownership for all we do, to be good
stewards of the resources entrusted to us. We build trust between ourselves and others by
walking the talk and being committed to succeeding together.
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2.2 COMPANY HISTORY

1930s
1932 - The Frito Company is founded by C.E. Doolin in San Antonio, Texas. While eating
lunch in a San Antonio cafe, Mr. Doolin bought a plain package of corn chips for 5. As
Mr. Doolin's ice cream business was caught in the middle of a price war, he was looking
for another business venture. For $100, Mr. Doolin bought the recipe for the corn chips
and a converted potato ricer from a businessman.
1932 - Herman W. Lay began a small business in Nashville, TN, distributing potato chips
made by a company in Atlanta, GA.
1938 - Herman Lay buys a potato chip maker in Atlanta and changes the name to H.W.
Lay & Company.
1939 - "Fluffs," later called BAKEN-ETS Fried Pork Skins, is among the products
incorporated into the Frito Company snack line-up when its founder, C.E. Doolin,
purchases a small pork skin business and a plant.
1940s
1944 - The H.W. Lay Company changes its product name to LAY'S Potato Chips and
becomes one of the first snack food companies to advertise on television. The commercial
features the debut of the company's first spokesman in the form of a cartoon character,
Oscar, the Happy Potato.
1945 - The Frito Company grants H.W. Lay & Company an exclusive franchise to
manufacture and distribute FRITOS Corn Chips in the Southeast.
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1946 - The Frito Company is one of the first to use its trucks for advertising as well as for
transportation. The original truck, painted multiple colors, attracts much nation-wide
publicity and appears in several magazines and newspapers!
1948 - CHEETOS Snacks, one of the original snack foods produced by the Frito
Company, is introduced nationally and sky-rockets in popularity within the first month.
1950s
1953 - FRITOS Corn Chips introduces "The FRITO KID" in its television and poster
advertising. The cartoon character, a long-running company spokesman, first appeared in
the early 1940s in one the first FRITOS recipe booklets; "The FRITO KID" retires in
1967.
1956 - The FRITO KID appears on the Today Show with Dave Garroway. The Frito
Company is the first Texas Company to advertise on NBC television network.
The Frito Company begins to buy back franchises and to acquire regional snack
food companies with hopes of consolidating its national distribution and creating
the first national snack food company.
1958 - The Frito Company acquires the trademark rights for RUFFLES Potato Chips.
1960s
1961 - The Frito Company and the H.W. Lay & Company merge to form Frito-Lay, Inc,
with headquarters in Texas and sales over $127 million.
H.W. Lay & Company acquires facilities for the national distribution of ROLD
GOLD Pretzels, with the purchase of Rold Gold Foods from American Cone and
Pretzel.
10
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1962 - Frito-Lay introduces a logo designed to communicate the merger between The Frito
Company and the H.W. Lay & Company.
1963 - LAY'S Potato Chips coins new slogan: "BETCHA CAN'T EAT JUST ONE.
1965 - Frito-Lay, Inc. and the Pepsi-Cola Company merge to form PepsiCo, Inc., with
headquarters in Purchase, NY.
LAY'S Potato Chips becomes the first brand of potato chips to be sold nationally.
1969 - FUNYUNS Onion Flavored Rings is introduced.
1980s
1980 - Frito-Lay replaces its current logo to capitalize on its new identity in the
marketplace and the company's reputation for quality. The new logo appears on more than
9,000 Frito-Lay trucks.
Frito-Lay introduces CHEETOS Snacks - Puffed Balls.
1981 - TOSTITOS Tortilla Chips is nationally introduced.
Frito-Lay is one of the first snack companies to place non-mandatory nutritional

labeling on its packaging.
1982 - Frito-Lay launches GRANDMA'S Cookies in 16 varieties -- from sandwich

creams to fruit-filled oatmeal -- in a test market in Kansas City. This was the first
significant new cookie line to move into supermarkets in a generation.
1985 - SANTITAS White and Yellow Corn Round Tortilla Chips are introduced.
11
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1986 - CHESTER CHEETAH becomes the "spokescat" for CHEETOS and gains
recognition through the national television and print advertising campaign with the tag
line: "IT'S NOT EASY BEING CHEESY."
1990s
1993 - The national launch of WAVY-LAY'S Potato Chips, a new wavy-cut potato
chip, occurs in Super Bowl XXVIII with a cameo by former U.S. Vice President Dan
Quayle.
BAKED TOSTITOS brand White Corn and Unsalted Tortilla Chips, which offer
health conscious consumers up to 85% less fat than traditional tortilla chips plus
good taste, is launched.
1994 - LAY'S KC MASTERPIECE Barbecue Flavor Potato Chips is introduced

nationally, marking the first time America's favorite potato chip has entered into a cobranding agreement.
New DORITOS COOLER RANCH brand Tortilla Chips, a 100% white corn
chip with more ranch seasoning, and DORITOS ZESTY SALSA Tortilla Chips
are introduced.
1996 - TOSTITOS brand begins title sponsorship of the Fiesta Bowl Football Classic,
now referred to as the "TOSTITOS Fiesta Bowl".
BAKED LAY'S Potato Crisps is launched nationally with television and print
advertising starring The Muppets' Miss Piggy and supermodels. It becomes the
most successful Frito-Lay new product launch to date.
Chester Cheetah - the world's coolest cat and the official "spokescat" for
CHEETOS Snacks since 1986 - stars in a new television commercial in which
the cartoon character appears with live actors.
12
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1998 - Frito-Lay's line of WOW! products made with Olean, including low fat or fatfree versions of DORITOS, RUFFLES, LAY'S and TOSTITOS snack chips, is
launched nationally.
2000s
2000 - CHEETOS X'S and O'S Snacks becomes the first time a snack chip product
contains two shapes in one bag!
2001 - CHEETOS MYSTERY COLORZ X's and O's Snacks offers all the cheesy
taste of CHEETOS while magically changing from orange to green or blue when eaten!
LAY'S Kettle Cooked Extra Crunchy Potato Chips is launched. Offered in a

variety of flavors, which include Original, Mesquite BBQ, Sea Salt & Malt
Vinegar and Jalapeno, LAY'S Kettle Cooked chips are made the old fashioned
way - sliced thick and kettle cooked to lock in flavor and crunch!.
2003 - Frito-Lay's first-ever line of Natural snacks, including TOSTITOS Blue Corn
Natural Tortilla Chips, CHEETOS Natural White Cheddar Puffs, and LAY'S BBQ
Flavored Thick Cut Natural Potato Chips, is introduced. All of the products in the Natural
line are made with organic ingredients that have been certified by the U.S. Department of
Agriculture's accredited certifying agency, Oregon Tilth.
RUFFLES, in celebration of the "re-birth" of RUFFLES and advertising icon

"Baby Horton," offers $50,000 in college tuition to the parents winning its "Would
You Name Your Baby Horton?" contest. The winners are the first expectant,
registered parents who had their newborn by May 20, 2003 and gave the baby the
first name of Horton.
Frito-Lay launches print advertising campaign in both English and Spanish to

announce America's favorite snack chips, including LAY'S, DORITOS,
TOSTITOS, FRITOS, RUFFLES, and CHEETOS have zero grams of fat!
13
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2004 - Products classified as Sensible Snacks, containing 150 calories or less; have less
than 35% of calories from fat, zero grams of trans fats, and 240 milligrams or less of
sodium per 1 oz serving, reach over $1 billion in sales in 2003.
FRITO-LAY MUNCHIES Kids Mix, the first salty snack with FDA approval
for fortification, is launched!
Frito-Lay answers consumers' demand for carb-controlled snacks by introducing

DORITOS EDGE TOSTITOS EDGE Tortilla Chips.
14
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2.3 PRODUCT PROFILE

Frito-Lay, headquartered in Plano, TX, is the convenient fun foods division of
PepsiCo, Inc. that makes some of America's favorite snack brands. As of 2003, all of
Frito-Lay's snack chips contain zero grams of trans fat, including Lay's potato chips,
Ruffles potato chips, Doritos tortilla chips, Tostitos tortilla chips and Cheetos cheeseflavored snacks. Frito-Lay makes and sells a wide variety of low-fat, reduced fat and nofat snacks including Lays Potato Chips, Kurkure, Cheetos and Lehar snacks are also
produced and sold by Frito-Lay.
The association with Frito-Lay marks the sixth branded food partnership or
privately labeled snack food that AMC has introduced in the past year.
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Weight
Product
Price
Flavours
(Grams) (Rs.)
Lays
Classic Salted
Magic Masala (Indian)
Tango Tomato (Spanish)
Cream n Onion (American)
Australian
Masala Cooler
Cucumber
16
100
20
35
10
15
100
20
35
10
15
100
20
35
10
15
100
20
35
10
15
100
20
35
10
15
100
20
35
10
15
100
20
35
10
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Hot & Sweet (Caribbean)
Kurkure Masala Munch
Red Chilli Chatka
Masala Twist
Chilli Bites
Chatpata Chaska
15
100
20
35
10
15
160
20
55
10
22
160
20
55
10
22
160
20
55
10
22
160
20
55
10
22
160
20
55
10
5
22
Cheetos
Xs & Os
34
10
Tangy Loops
34
10
17
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Lehar
Masala Balls
34
10
Tomato Wheels
34
10
Lehar Namkeen
34
14
18
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2.4 ORGANISATIONAL CHART
M.D.
Marketing Director
Finance Director
Sales Director
H.R. Director
V.P. Sales
G.M. (Regional Sales Manager)
Area Sales Manager
Sales Officer
Pilot Sales Representative
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2.5 DISTRIBUTION NETWORK FOR FRITO-LAY INDIA LTD.
Manufacturer (Plant)
C & F Agent (Warehouse)
Distributors (Godown)
Retailers
Wholesalers
Retailers
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INDUSTRY PROFILE
FMCG SECTOR
Fast moving consumer goods (FMCG) industry has a long history. However, the
Indian FMCG industry began to take shape only during the last fifty-odd years. To date,
the Indian FMCG industry continues to suffer from a definitional dilemma. In fact, the
industry is yet to crystallize in terms of definition and market size, among others.
The FMCG sector is a cornerstone of the Indian economy. This sector can drive
growth, enhance quality of life, create jobs and support penetration of technology.
A vibrant FMCG sector can boost agricultural produce and exports. It can
contribute to the exchequer significantly; disperse technology across the value chain and
usher in product innovations. These innovations can improve Indian health standards.
So, strategies should be worked out for increasing consumption per head. The
government should grant merit tax status at the central level to higher value-added
FMCGs and allow free inflows of foreign investments and technology.
The agricultural supply chain needs to be consolidated. Sector-friendly regulations
should be put in place to enable FMCG companies source agricultural produce with ease.
Such regulations should be supported by government-sponsored efforts to forge fruitful
partnerships for networking rural markets. This is one sure way of achieving national
connectivity.
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SCOPE OF THE STUDY
The survey that had been conducted will help the company to gain an insight into
the current status of the market. In the world of cut throat competition each player has to
be strong enough to face the enormous uncertainties. Todays market is very much
saturated and consumer matured & informed. Every company now-a-days wants to do the
business in a new way and therefore they are going for new channels for distribution, need
not say that it adds to the top line of the companys business.
This study will help Frito-lays India ltd which has international presence to
understand the potential market and to cover the untapped areas through the development
of the new channels. These new channels will provide new avenues, exposure to its
products and result into more share from the consumers pocket. Also the intangibles like
mind share and brand penetration will increase. Thus the company can increase overall
market share in its industry of snack food and certainly overcome sudden competitive
forces. The scope of the study can be described as factors probed into during the surveys
of the new channels.
Awareness of Frito-Lays products,
Source of awareness,
Availability of other impulse products,
Readiness of acceptance, &
Reasons for non-acceptance
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OBJECT OF THE PROJECT
In the partial fulfillment for the award of the award of Masters Degree in Business
Administration (MBA) of the University of Pune, each MBA student has to undergo the
practical training in a business organisation. The training period consists of at least 50
days.
The object of the project is to acquire some practical knowledge in the area of
specialization. The student should be able to apply the theoretical concepts in the
practical situation.
The students ability to solve the problem with a systematic approach is exposed.
Also his / her decision-making ability is tested.
23
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OBJECTIVE OF THE STUDY
Projects are critical to the realization of the performing organizations

Business strategy because projects are a means by which strategy is implemented.
PRIMARY OBJECTIVE
To assess and develop new channels of distribution and suggest the strategies to improve
market penetration for Frito-Lays products.
SECONDARY OBJECTIVE
1 To find out market potential for Frito-Lays products in new channels of distribution.
2 To study product acceptability by new channels of distribution.
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RESEARCH METHODOLOGY
INTRODUCTION
Research methodology is a systematic and scientific method to know truth and
reality behind a phenomenon. Research is purposive, objective; systematic investigation
was designed to test carefully considered or answer through fully framed question. It is
distinguished from casual observation by its method and point of view. Research is
purposive in that it seeks answer to specific question and is not merely accumulation of
unstructured observation.
The project is based on marketing analysis and thus requires a lot of interaction
with different target channel players. There are lot many competitors in snack food
industry. Constrained by the resources, the sample that is more representative of the total
targeted channel players universe is chosen for the study. The scope of study is limited to
the geographical region of Nashik city only.
RESEARCH DESIGN
The exploratory design was used. Exploratory research is conducted when a
researcher does not know: What? How? and Why? A certain phenomena occur. For
example, which competing products are available at targeted outlets and reasons for not
keeping the product under study i.e. Frito-Lays. The research process was divided into
three phases as:
Phase 1:
The research is focused on the hidden business potential in the form of new
Distribution channels so that the forms of new channels were found out through
observational primary data in initial market research.
25
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Phase 2:
In the second phase, again primary data was collected from the selected
sample for the purpose of delving deeper into the areas of:
Which other impulse products in snack food were they keeping, if any?
Were they ready to keep Frito-lays products?
Reasons for not keeping the same?

The structured questionnaire contained closed-ended questions, which were
of dichotomous questions and multiple choice questions.

Phase 3:
In the last phase, the converted players in each segment of targeted channel forms
were analyzed for the gain in off-take of extra SKUs that were otherwise not visible
before. It was done in the terms of Per Outlet Order (POO) from each of the targeted
segment.
DECIDING OF DATA SOURCES
The next stage is source of data. The data was basically the first hand data,
(Primary) which was collected through the survey facilitated by secondary data as
explained below:
Primary Data:
The primary data was collected through the survey in two phases. The first
phase was the observational survey followed by the detailed structured questionnaire
interview survey. In the first phase, the data was collected in a very short period as it
involved only observations and led to the important findings that though some outlets of a
particular type kept the product under study, but not all such outlets kept it uniformly.
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In the second phase, survey involved collection of data from the Hotels,
Institutional Canteens, Petrol Pumps, and Medical Stores. These were the targeted new
channels sought for Assessment and Development. The samples were collected by visiting
different areas in Nashik city. Thus method of stratified random sampling was used for
data collection.
Structured questionnaires were designed to elicit data from the sample
population. Following sample sizes were drawn for the same.
The total number of respondents was 305.
The break-up is as follows
Hotels
Petrol Pumps
Institutional Canteens : 55
Medical Stores
: 105
: 34
: 111
Secondary Data:
The secondary data was collected from various trade journals regarding the
total size of the targeted segments of potential new channels i.e. the size of universe in the
geographical area of Nashik city.
To get an overview in a nutshell, the research methodology can be represented
through Research Design Four segmental surveys (Hotels, Petrol Pumps, Institutional
Canteens and Medical Stores);
Research Instrument Structured Questionnaires;
Survey Questions Mostly closed ended with some open ended questions on
personal details;
Sampling Method Stratified Random Sampling;
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Sample Size
Hotels
: 105
Petrol Pumps
: 34
: 55
Medical Stores
: 111
IMPORTANCE OF STUDY
The survey that was carried out will help the company to know the current
scenario. In the world of cut throat competition each player has to be strong enough to face
the enormous uncertainties. Todays market is very much saturated. Every company today
wants to do its business in a new way and therefore tries to recognize new channels for
distribution.
This study will help Frito lays India Ltd., having international presence to
understand which new areas it can venture into with its current products in new markets
and hence cover untapped areas through the development of new channels. Also, this
project will help the company to make its presence more obvious in the market. Thus the
company can plan better policies to overcome sudden changes in this competitive world.
SCOPE OF STUDY
The primary objective of the project was to assess the current position of Fritolays in the Nashik region and try to identify the strategies to drive sales.
The secondary objective pursued was to find out market potential for Frito-Lays products
in new channels of distribution and to study product acceptability by new channels of
distribution.
Keeping these in mind, the survey was divided over the four potential segments
and the survey in general included the questions regarding the availability of other impulse
snack food products, their knowledge and source of knowledge for Frito-Lays products,
their readiness to keep the products and the reasons for same.
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DATA ANALYSIS AND INTERPRETATION FOR HOTELS
Q: Are you aware of the following brands?

Data
Total
Total No. of Hotels
105
Lays
101
96
Kurkure
83
79
Cheetos
32
30
Lehar
13
12
Table 7.1.1: Awareness of brands
No. of Respondents
Awareness of Brands
120%
100%
Graph 7.1.1:
Awareness of brands
96%
Interpretation:
79%
80%
From the
60%
30%
40%
12%
20%
above
diagram,
we can interpret
0%
Lays
Kurkure Cheetos
Lehar
that out of 105

Hotel
owners
96% respondents were well aware about Lays, 79% were aware about Kurkure, 30% were
aware about Cheetos and 12% were aware about Lehar.
So most aware brands of Frito-Lays in the Hotels were
1. Lays
2.
Kurkure
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Q: How do you know Frito-Lays products?

Data
Total No. of Hotels
Posters & Banners
Total %
105
45
43
TV Ads
101
96
Newspaper & Magazines
Table 7.1.2: Source of Awareness
No. of Respondents
Source of Awareness
80%
70%
60%
50%
40%
30%
20%
10%
0%
96%
43%
4%
Posters &
Banners
TV Ads
Newspaper
&
Magazines
Graph 7.1.2: Source of Awareness
Interpretation:
The above chart depicts that in the Hotel category, the major source of awareness
for Frito-Lay products has been TV Ads i.e. out of 105 hotels 96% respondents were
aware by TV Ads and 43% respondents were aware by posters & banners and only 4%
were aware by Newspapers & Magazines. This shows that the most effective media as a
source of awareness is TV Ads followed by Posters & Banners.
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Q: Do you keep the following products?

Data
Total No. of Hotels
Cadbury
Total %
105
13
12
Chips
35
33
Biscuits
18
17
Coke
91
87
Table 7.1.3: Availability of impulse products
Availability of Impulse Products
No. of Respondents
100%
87%
80%
60%
33%
40%
17%
20% 12%
0%
Cadbury
Chips
Biscuits
Coke
Graph 7.1.3: Availability of impulse products
Interpretation:
The above graph indicates that out of 105 Hotel, 87% hotels have Coke products,
17% keep Biscuits, 33% respondents have chips and 12% respondents have Cadbury
products.
From this we can say that out of the impulse products available in different hotels,
coke has the highest availability followed by chips and biscuits. Cadbury moves least in
the hotels.
Q: Would you like to keep Frito-Lays Products?

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Data
Total No. of Hotels
YES
Total %
105
59
56
NO
46
44
Table 7.1.4: Acceptance of Frito-Lays products
Acceptance of the products

56%
44%
YES
NO
Graph 7.1.4: Acceptance of Frito-Lays products
Interpretation:
From the above pie chart, we can conclude that 56% of Hotel owners were
ready to keep Frito Lay products whereas 44% were not interested.
This shows that in hotels, Frito Lay products have got good acceptance.
Q: What are the reasons for non-acceptance?

Data
Total %
32
FRITO LAY INDIA

.
Total
No.
of
Negative 46
Respondents
Margin
17
36
Effect on own products sale
10
22
Demand
11
24
Any other
18
Table 7.1.5: Reasons for Non Acceptance of Frito-Lays products
Reasons for Non-Acceptance of Frito-Lay's

Products
18%
36%
24%
22%
Margin
Effect on Sale
Demand
Any Other
Graph 7.1.5: Reasons for Non-Acceptance of Frito-Lays products
Interpretation:
Above pie chart indicates that respondents who rejected the idea of keeping FritoLay products had different reasons like Margin problem, Effect on their own products
sale, Demand and some other reasons.
Out of that 37% respondents refused due to Margin problem, 22% refused because
they perceived that it may affect their own products sale, 24% said these products are not
demanded by customers and 17% respondents had some other reasons like in Bars
Drinkers dont prefer such kind of products, high price, generally dont keep outside
products for selling etc.
DATA ANALYSIS AND INTERPRETATION FOR PETROL

PUMPS
33
FRITO LAY INDIA

.

Data
Total No. of Petrol Pumps
Lay
Total
34
32
Kurkure
27
80
Cheetos
Lehar
95
0
AWARENESS OF BRANDS
No.Of Respondents
100%
95%
80%
80%
60%
40%
20%
6%
0%
Lay
Kurkure
Cheetos
Graph 7.2.1: Awareness of brands
Interpretation:
From the above diagram, we can interpret that out of 34 petrol pump owners, 95%
were very well aware about Lays, 80% were aware about Kurkure, 6% were aware about
Cheetos and no one was aware about Lehar.
So most aware brands of Frito-Lays on the petrol pumps were:
1. Lays
2. Kurkure
Q: How do you know Frito-Lays products?

Data
TV Ads
34
Total %
34
32
95
FRITO LAY INDIA

.
Posters & Banners
21
Newspapers & Magazines
Source of Awareness
100%
95%
90%
No.Of Respondents
80%
70%
60%
50%
40%
30%
21%
20%
6%
10%
0%
TV ADS
Posters &
Banners
Newspaper &
Magazines
Interpretation:
The above chart depicts that in the petrol pump category, the major source of
awareness for Frito lay products have been TV Ads i.e. out of 34, 95% respondents were
aware by TV Ads and 21% respondents were aware by posters & banners and only 6%
were aware by Newspapers & Magazines. This shows that majority of the products are
known by TV Ads followed by Posters & banners. Newspapers & Magazines plays a
minor role in creating awareness about Frito lay products.
Q: Would you like to keep Frito-Lays products?

Data
YES
Total %
34
22
65
NO
12
35
35
FRITO LAY INDIA

.

35%
65%
YES
NO
Interpretation:
From the above pie chart, we can conclude that 65% of Petrol pump owners got
agreed with the idea of keeping Frito lay products on petrol pumps whereas 35% were not
interested.
From this we can say that Frito lay products got accepted on most of the petrol
pumps.

Total No. of visited Petrol Pumps
Total No. of Negative
4
1
Respondents
Space Problem
2
6
36
50
FRITO LAY INDIA

.
Margin Problem
25
Any Other Reason
25
Table 7.2.4: Reasons for Non-Acceptance of Frito-Lays products
Reasons for non-acceptance of Frito-Lay's Products

60
No.Of Respondents
50
50
40
30
25
25
20
10
0
Space problem Margin problem
Any other
Interpretation:
Above pie chart indicates that respondents who rejected the idea of keeping FritoLay products had different reasons like space problem, margin problem and some other
problems.
Out of that 50% respondents refused due to space problem, 25% refused due to
Margin problem and 25% had some other reasons like: products not demanded by
customers, high price and generally dont keep such products for selling etc.
DATA ANALYSIS AND INTERPRETATION FOR

INSTITUTIONAL CANTEENS

Data
Total No. of Institute
37
Total %
55
FRITO LAY INDIA

.
Lays
49
89
Cheetos
16
29
Kurkure
40
72
Lehar
AWARENESS OF BRANDS
100%
No.Of Respondents
90%
89%
80%
72%
70%
60%
50%
40%
29%
30%
20%
9%
10%
0%
Lays
Cheetos
Kurkure
Lehar
Interpretation:
From the above diagram, we can interpret that out of 55 Canteen owners, 89%
respondents were very well aware about Lays, 72% ere aware about Kurkure, 29% were
aware about Cheetos and 9% were aware about Lehar.
Q: How do you know Frito-Lay products?

Data
Total No. of Canteens
Posters & Banners
Total %
55
26
47
TV Ads
49
89
Newspapers & Magazines
38
FRITO LAY INDIA

.
No. of Respondents
Source of Awareness
100%
89%
80%
60%
47%
40%
20%
4%
0%
Posters &
Banners
TV Ads
Newspaper &
Magazines
Interpretation:
The above chart depicts that in the Institutional Canteen category, the major source
of awareness for Frito-Lay products is TV Ads i.e. out of 55, 89% respondents were aware
by TV Ads followed by Posters & Banners at 47% and then by Newspapers & Magazines
at 4%.
This shows that majority of the brands are known by TV Ads followed by Posters
& Banners. Newspapers & Magazines plays a very minor role in creating awareness.

Data
Fast food
Total %
55
52
94
Cadbury
10
18
Biscuits
36
65
Chips
22
40
39
FRITO LAY INDIA

.
No. of Respondents
Availability of Impulse Products

100%
80%
60%
94%
65%
40%
20%
0%
40%
18%
Fast food
Cadbury
Biscuits
Chips
Graph 7.3.3: Availability of impulse products
Interpretation:
The above graph indicates that out of 55 Institutional canteen owners, 65% canteen
owners mainly keep Biscuits, 18% keep Cadbury products, 40% have chips category
products and 94% serves fast food.
This shows that out of impulse products available in various institutional canteens,
fast food is mostly available and Cadbury moves least in it.
Q: Would you like to keep Frito-Lay product?

Data
YES
Total %
55
32
58
NO
23
42
40
FRITO LAY INDIA

.

58%
42%
%
YES
NO
Interpretation:
From the above pie chart, we can conclude that 58% of Institutional Canteen
owners were interested in Frito-Lay brands whereas 42% were not interested. So Frito-Lay
products have good amount of potential in Institutional canteens.

Total No. of Institute
Total No. of Negative
5
2
Respondents
Margin Problem
3
8
35
Effect on own product sale
17
Demand Problem
13
41
FRITO LAY INDIA

.
Any other
35
Reasons For Non-Acceptance of Frito-Lay's

Products
35%
35%
13%
Margin
17%
Effect on Sale
Demand
Any Other
Interpretation;
Above pie chart indicates that respondents who rejected the idea of keeping FritoLay product had different reasons like Margin problem, Effect on their own products sale,
Demand and some other reasons.
Out of that, 35% respondents refused due to Margin problem, 17% refused because
they perceived that it may affect their own products sale, 13% said these products are not
demanded by customers and 35% respondents had some other reasons like: high pricing
and generally dont keep outside products for selling etc.
Number of interested Institutes:

Type of Institute No. of Interested Institute
School
16
College
10
Office
2
Hospital
4
%
50
31
6
13
Table 7.3.6: Distribution of interested institutional canteens
42
FRITO LAY INDIA

.
Interested Institute's
13%
6%
50%
31%
School
College
Office
Hospital
Graph 7.3.6 Distribution of interested institutional canteens
Interpretation:
The above pie chart shows that among all the interested institutional canteens,
Frito-Lay products are mostly demanded by school canteen owners (50%) followed by
college canteen owners (31%). Office canteens and hospital canteens showed less interest
towards Frito-Lay products.
DATA ANALYSIS AND INTERPRETATION FOR MEDICAL

STORES

Data
Total %
Total No. of Medical stores 111
Lays
111
100
43
FRITO LAY INDIA

.
Kurkure
84
75
Cheetos
42
37
Lehar
20
18
Awareness of Brands
No.Of Respondents
120%
100%
100%
75%
80%
60%
37%
40%
18%
20%
0%
Lays
Kurkure
Cheetos
Lehar
Interpretation:
From the above diagram, we can interpret that out of 111 Medical store owners,
100% respondents were very well aware about Lays, 75% were aware about Kurkure, 37%
were aware about Cheetos and 18% were aware about Lehar.
Q: How do you know Frito-Lay products?

Data
Total %
Total No. of Medical stores 111
Posters & Banners
63
56
TV Ads
94
84
Newspaper & Magazines
44
FRITO LAY INDIA

.
No. of Respondents
Sorces of Awareness
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
84%
56%
4%
Posters &
Banners
TV Ads
Newspaper &
Magazines
Interpretation:
The above chart depicts that in the Medical store, the major source of awareness
for Frito-Lay products has been TV Ads i.e. out of 111, 56% respondents were aware by
TV Ads and 84% respondents were aware by Posters & Banners and only 4% were aware
by Newspapers & Magazines.
This shows that majority of the brands are known by TV Ads then by Posters &
Banners. Newspapers & Magazines plays a minor role in creating awareness.

Total No. of Medicals
11
Cadbury
1
82
74
Chips
16
Biscuits
87
78
Cold Drink
45
FRITO LAY INDIA

.
No. of Respondents
Availability of Other Impulse Products

100%
80%
78%
74%
60%
40%
9%
20%
8%
0%
Cadbury
Chips
Biscuits
Cold Drink
Graph 7.4.3 Availability of impulse products
Interpretation:
The above graph indicates that out of the impulse products available in Medical
stores, Biscuits and Cadbury has the highest availability. It is observed that chips and cold
drinks move least in Medical stores.
Q: would you like to keep Frito-Lays product?

Data
Total no. of medical stores
Yes
No
Total %
111
64
58
47
42
Table 7.4.4 Acceptance of Frito-Lays products
46
FRITO LAY INDIA

.

58%
42%
YES
NO
Graph 7.4.4 Acceptance of Frito-Lays products
Interpretation:
From the above pie chart we can conclude that 58% of Medical owners were ready
to keep Frito-Lays products whereas 42% were not interested. So it is observe that product
is well accepted in Medical stores.

Total no. of Medicals
11
1
Total no of negative respondents 47
Margin problems
10
21
Demand problems
20
43
Space problems
13
Any other
11
23
47
FRITO LAY INDIA

.
Reasons for Non-Acceptance of FritoLay's products
21%
23%
13%
43%
Margin
Demand
Space
Any Other
Interpretation:
Above pie chart indicates that respondents who rejected the idea of keeping FritoLays products had different reasons like Margin problem, Space problem, Demand and
some other reasons.
Out of that 21% respondents refused due to Margin problem, 13% refused because
of space problem, 43% said these products are not demanded by customers and 23%
respondents had some other reasons like: high price and generally dont keep food
products etc.
Percentage & Type of Outlets ready to keep the product:

Types of channels % outlets ready to keep the product
Hotels
56
Medicals
58
Petrol pumps
65
Canteens
58
Table 7.5.1: Percentage Outlets ready to keep the product
48
FRITO LAY INDIA

.
65%
No.Of Respondents
66%
64%
62%
60%
58%
56%
58%
58%
56%
54%
52%
50%
Hotels
Medicals
Petrol
pumps
Canteen
Graph 7.5.1: Percentage Outlets ready to keep the product
Interpretation:
Above graph indicates that out of 105 Hotels 56% hotels were interested, out of
111 Medical stores 58% were interested, 65%Petrol pumps were interested out of 34
petrol pumps and out of 55 Institutional canteens 58% were interested.
So we can conclude that among all the assessed channels of distribution, petrol
pumps had highest acceptability and Hotels had lowest acceptability towards Frito-Lays
products.
Total Sale & Per Outlet Order from the Type of Outlets:
Types of outlet
Total sale % POO (Rs).
Institutional Canteens 6765
8 845
Medical Stores
10864
1 310
Hotels
52553
3
6
1696
Petrol pumps
14603
2
1
1826
7
49
FRITO LAY INDIA

.
Total
84785
Table 7.5.2: Total sale &Per Outlet Order
Interested Institute's and their respective Share
8%
17%
13%
62%
Medicals
Petrol pumps
Petrol pumps
Graph 7.5.2: Interested Institute and Respective share
Interpretation:
The above chart depicts that out of the total sales from all the assessed channels of
distribution, hotels contributed toward 62% of the sales, petrol pumps contributed toward
17% of total sales, institutional canteens contributed toward 8% of total sales, medical
stores contributed toward 13% of total sales. This shows that in the process of entering
into the new channels of distribution, Frito-Lays products were effectively developed in
hotels followed by petrol pumps, but in medical stores and institutional canteens as they
were less developed.
Type of outlet
Sample
Total tapped
Tapped
Total
POO
Institutional
55
outlets
8
%
15
sale
6765
(Rs)
845
canteens
Medical stores
Hotels
Petrol pumps
Total
111
105
34
305
35
31
8
82
32
30
24
10864
52553
14603
84785
310
1696
1826
Table 7.5.3: Percentage Outlets Tapped
50
FRITO LAY INDIA

.
Type of outlet
Universe Remaining
POO
Potential
Potential
Outlets
(Rs)
outlets
incremental business
Institutional
350
342
845
50
(Rs.)
42250
canteens
Medical stores
Hotels
Petrol pumps
Total
900
600
40
1890
865
569
32
1808
310
1696
1826
273
187
8
518
84630
317152
14608
458640
Table 7.5.4: Potential Incremental Business
Effectiveness of Potential Channels

2000
1500
Business (in
1000
Rs.)
500
1696
1826
845
310
0
Institutional
Canteens
Medical
Stores
Hotels
Petrol Pumps
Potential Channels
Graph 7.5.3: Effectiveness of Potential Channels
Interpretation:
Above chart depicts that among all the potential channels, petrol pumps, shows
highest P.O.O. followed by Hotels, Medical stores and Institutional canteens shows the
51
FRITO LAY INDIA

.
least P.O.O. compare to them. From this we can estimate potential market and incremental
business for Frito-Lays products in Nashik city.
Type of outlet
Universe Sample Total tapped outlets %
Institutional canteens
350
55
8
2.28
Medical stores
900
111
35
3.88
Hotels
600
105
31
5.16
Petrol pumps
40
34
8
20
Table 7.5.5: Percentage Channel Development
52
FRITO LAY INDIA

.
Type of Channel & its Percentage dvelopment

25
Percentage
20
15
10
5
0
Institutional
Canteens
Medical Stores
Hotels
Petrol Pumps
Channel Type
Graph 7.5.4: Percentage Channel Development
Interpretation;
This chart shows that out of the whole universe 2.28% canteens are developed,
3.88% medical stores are developed, 5.16% hotels are developed and 20% petrol pumps
are developed.
Channels
1. Traditional channels
2. Newly developed channels
a. Petrol pumps
b. Medical stores
c. Hotels
d. Institutional canteens
Table 7.5.6: POO, Traditional Vs Developed
53
POO
1000
1826
310
1696
845
FRITO LAY INDIA

.
Traditional Vs Newly Developed Channel's Potential

2000
1826
1696
1800
1600
Sales (POO)
1400
1200
1000
1000
845
800
600
310
400
200
0
Channels
Traditional Channel
Hotels
Petrol Pumps
Institutional Channel
Medical Stores
Graph 7.5.5: POO, Traditional Vs Developed
Interpretation;
Above chart shows that new channels like petrol pumps and hotels has more POO
then that of traditional channel. So there is so much potential in the new channels that has
still not acquire. Company has to make strategies in converting these potential channels
into developed channels.
LIMITATIONS OF STUDY
Like any research project, the data collection is based on various sampling
techniques and sample sizes, which forms the very core of it. These also bring so many
54
FRITO LAY INDIA

.
variations and have their own inherent limitations; the above hypotheses have many
limitations, major ones are as listed below:
1. The survey was limited to geographical area of Nashik city only

2. Duration for the project was limited to 2 months only
3. People were reluctant to give complete and correct information.
And so it is assumed that the information collected from the
respondents is correct.
4. As this project involved assessment and development of new
channels of distribution like Petrol pumps, Hotels, Institutional
canteens and Medical stores, it was quite impossible to cover all
these channels and receive their acceptance in a short duration of
Two months. So sample size was restricted to a small portion of the
universe
FINDINGS:
The level of awareness was found to be highest for Kurkure and Lays amongst the
product portfolio of Frito-Lays. It was observed from the survey that awareness of
Cheetos and Lehar was very low.
55
FRITO LAY INDIA

.
As far as source of awareness is concerned, major source of awareness for Fritolay product has been TV ads and poster and Banners. Newspaper and Magazines
plays a manor role in creating awareness about co. products.
Survey projects the fact that around 58% of the total surveyed Medical stores, 58%
of the Institutional canteens, 56% of the Hotels and 68% of the Petrol pumps were
ready to keep Frito-Lays products.
The respondent who rejects the idea of keeping Frito-Lays products in different
channels had different reason like margin problem, space problem, demand
problem and some other reason.
As far as availability of impulse products is concerned Cadbury and Biscuits are

mostly available in Medical stores, Coke and Chips are mostly available in Hotels
and in Canteens fast food and Biscuits are mostly available.
Out of 105 Hotels 56% showed interest towards Frito-Lays products, out of 111
Medical stores 58% were interested, 65% Petrol pumps were interested out of 34
and out of 55 Institutional Canteens 58% of canteens were interested.
Among all the assessed channels of distribution, petrol pumps had highest
acceptability and Hotels had lowest acceptability toward Frito-Lays products.
As far as effectiveness of these potential channels are concerned, Frito-Lays

products were mainly developed effectively in Hotels and Petrol pumps, following
by Schools and Medicals where as they were less developed in colleges.
Among all the interested Institutional canteens, Frito-Lay products are mostly
demanded by school canteens owners (50%) followed by college canteen owners
(31%). It is least demanded in office canteens and Hospital canteens.
56
FRITO LAY INDIA

.
Out of the total sales from all the assessed channels of distribution, Hotels
contributed towards 62% of the total sales, Petrol pumps contributed towards 17%
of total sales, Medicals contributed towards13% of total sales where as
Institutional canteens contributed toward 8% of total sales.
New channels like Petrol pumps and Hotels more POO then that of traditional
channels.
Among all the potential channels, Petrol pump shows highest POO followed by
Hotels. Medical stores and Institutional canteens show the least POO.
CONCLUSION:
Lays, Kurkure and other products of Frito-lay are of impulsive nature like
Pepsi, Coke, Biscuits and Cadbury. Hence continuous efforts are required
outlet, outlets like petrol pump, Medical stores, Hotels etc, need to be well
developed.
57
FRITO LAY INDIA

.
A sales promotion effort of the company has led to the highest awareness of
Lays, Kurkure amongst the people in Nashik city.
Majority of the brands are known by TV ads followed by posters and Banners.
Newspaper and Magazines play a minor role in creating awareness.
From the availability of different impulse product in different channels we can

say that in the impulse products category Frito-lays Company also has potential
for its products.
Frito-lays products has good amount of potential in the mention channels of

distribution.
The respondent who rejected the idea of keeping Frito-lay products in different
channels had different reasons like margin problem, space problem, demand
problem and some other reasons.
Among all the assessed channels of distribution, Petrol pumps had highest
acceptability towards Frito-lays products.
In the process of entering into the new channels of distribution, Frito-lay

products were effectively developed in Hotels and on Petrol pumps. But
Average sales for Medical stores and Institutional canteens were very less in
the beginning.
Among all the potential channels, Petrol pump has highest POO followed by
Hotels, Medical stores and Institutional canteens have the least POO compare
to them. From this we can see that Frito-lays product have more potential in the
new channels, which has still not acquire.
As it is seen that newly developed has more average sale then of traditional
channels, we can say that Frito-lay products have good potential in these new
58
FRITO LAY INDIA

.
channels also and can give more incremental business if proper steps
implemented.
SUGGESTIONS:
For developing all the assessed potential channels salespersons should be

well trained. Different outlets to be visited by a salesman should be well
defined and information to the salesman in the consideration of the route to
which it is situated.
59
FRITO LAY INDIA

.
This would reduce the repetitive visit to the same outlets, which will
eliminate the unproductive elements loss of man-hour and most important
time.
For the brands like Cheetos and Lehar, all the channels assessed were least
aware of it so company should promote only Lays and Kurkure for first few
months and then simultaneously make efforts to promote Cheetos and
Lehar also.
As it is a non-retailing business, its structures is different than traditional

channels. So company should make separate distribution pattern for it.
The visibility factor would be major area of concern for Petrol pumps. So
company should take maximum benefit of space of Petrol pump to display
products. It will help the company to attract consumers.
As impulse products like Coke, Biscuits and Cadbury are mainly available
in these channels company has got potential to promote their brands in
these outlets.
Company should not go for adding more flavours as have already enough
no. of flavors this will avoid confusion
REFERENCES
1. Marketing Management, by Philip Kotler, the Millennium Edition, Prentice
Hall Publication.
60
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.
2. Marketing Management, by Ramaswamy & Namakumari, Third Edition,

McMillan Business Books.
3. Marketing Research, by Luck & Rubin.
4. Research Methodology, Methods and Techniques, Second Edition, Wishwa
Prakashan.
5. David A. Aaker, V. Kumar, George S. Day, Marketing Research,
Seventh Edition, 2002, John Wiley and Sons Inc.
6. www.frito-lays.com
7. www.pepsico.com
ANNEXURE
SALES REPORT OF NEWLY DEVELOPED CHANNELS
S. N. PETROL PUMPS
1
ARKAY
61
SALES (Rs.)
3910
FRITO LAY INDIA

.
2
3
4
5
6
7
8
SR NO
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
19
30
31
32
33
34
35
VINOD
MANGAL GARDEN
PRAKASH
BOOB SERVICES
PALIJA
DECCAN
GOVIND
Total
2656
1859
1770
1752
1239
1151
266
14603
MEDICAL STORES SALES (Rs.)

ABJINAV MEDICAL
443
JAGDISH
285
OM MEDICAL
458
PARAS
265.8
SAHAYADRI
354
SHIRISH
443
SHREE SEVA
354
SHREE KRIPA
318
KRISHNAI
265.5
SHREE RANG
88.5
AMOL RAJ
332.5
SAMARTH
230
CHANDAN
354
SHEETAL
319
ATHARV
425
VINAYAK
265.5
BHAKTI
230
RAJ MEDICAL
225
SANJIVAN
265.5
K.S.MEDICAL
319
SANDESH
365.5
YOGESHWAR
354
SAFALYA
88.52
AKSHATA
332.25
MANISH MEDICAL
225.5
GODAWARI
386.25
PANKAJ
232.36
SHUBHAM
178
NEW SURAJ
513.78
VISHAL
318.96
TULJAI
88.5
GAJANAN
88.5
TRIMURTI
178
SAMARTH
265.5
SHREE MEDICALS
708
Total
10864.08
62
FRITO LAY INDIA

.
SR NO
1
2
3
4
5
6
7
8
INSTITUTIONAL CANTEENS SALES (Rs.)

DR MOONJE
2302
DEV COLLEGE CANTEEN
1045
BOYS TOWN
886
AJINKYA
708
SYMBOISIS S S GEN
708
R.P.(GUJ MAH MAN)
443
ST FRANCIS
443
DESAI CANTEEN
230
Total
6765
SR NO
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30
31
HOTELS
SAHYADRI
SAI ARADHAANA
TAPASVI
PRAKASH
MATRUPRASAD
PADMALAXMI
KALRAJ
KUSUMRAJ
CHANDRALOK
SHIVGANGA CLASSIC
NANDANVAN
SAHIBA
KINARA
MAZDA
RAHI
S.T.CANTEEN
GARVA PATHRDI
AMBIKA
ASWAD
PRAKASH BAKERY
SANTOSH CAF
SHYAMSUNDAR
MAZDA CAKE SHOP
TARNE TEA STALL
MADHAV SNACKS
ANNAPURNA
PANCHAVATI YATRI
PANCHAVATI ELITE
WELCOME
ANAND TEA HOUSE
RAJAN TEA POINT
Total
63
SALES (Rs.)
4061
3203
3186
2656
2124
1947
1947
1594
1593
1416
1416
1416
1382
1151
886
886
885
824
686
666
580
531
514
425
354
332
266
266
265
226
234
52553
FRITO LAY INDIA

.
QUESTIONNAIRE FOR INSTITUTIONAL CANTEENS
64
FRITO LAY INDIA

.
Name of institute:- _____________________________________________

Address:-____________________________________________________
Kind of institute:-a) School
b) College
c) Office
d) Hospital
Name of the canteen owner:-____________________________________

Q: Are you aware of our following brands?
Lays
Kurkure
Cheetos
Lehar
Q: How do you know our products?

TV ads
Magazines
News papers
Posters and banners
Other

Cadbury
65
FRITO LAY INDIA

.
Chips
Fast food
Biscuits
Q: Would you like to keep our product?
Yes
No
Q: If no, for what reason?
Margin
Scheme
Effect on own product
Other
QUESTIONNAIRE FOR HOTELS
66
FRITO LAY INDIA

.
Name of hotel:-_______________________________________________
Owners name:- ______________________________________________
Phone No:-____________
Address:-____________________________________________________
Type of hotel:Restaurant
Restaurant & bar
Lodging
Lays
Kurkure
Cheetos
Lehar
67
FRITO LAY INDIA

.
TV ads
Magazines
News papers
Posters and banners
Other
Cadbury
Cold Drink
Chips
Biscuits

Yes
No
Margin
Scheme
Other
QUESTIONNAIRE FOR MEDICAL STORES
68
FRITO LAY INDIA

.
Name of Medical store:-_________________________________________

Owners name:-_______________________________________________
Phone No:-____________
Address:-____________________________________________________
Lays
Kurkure
Cheetos
Lehar

TV ads
Magazines
Newspapers
Posters and banners
Other
69
FRITO LAY INDIA

.
Cadbury
Chips
Cold Drink
Biscuits

Yes
No
Margin
Scheme
Other
QUESTIONNAIRE FOR PETROL PUMPS
70
FRITO LAY INDIA

.
Name of Petrol pump:-__________________________________________

Owners name:--______________________________________________
Phone No:-____________
Address:-____________________________________________________
Q: Do you provide following facilities on your petrol pump?
Coffee/Cold drink vending machine
Attached Dept. store
Fast food/Packed snacks consumption center
Q: If Dept. store is attached, do you keep the following products?
Cadbury
Chips
Fast food
Biscuits
Q: are you aware of our following brands?

Lays
Kurkure
Cheetos
Lehar
71
66%
FRITO LAY INDIA
65%
No.Of Respondents
64%
62%
60%
58%
56%
TV ads
58%
58%
56%
Magazines
54%
52%
News papers
50%
Hotels
Medicals
Petrol
pumps
Canteen
Posters and banners

Other
Q: Would you like to keep our product in the mean while customer waits to refuel
the petrol?
Yes
No
Q: What would make you happy to go for Frito Lays product?
Branded display rack
Special discount scheme
More margins
Other
72

Pepsico India 002

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FRITO LAY INDIA

CHANDMAL TARACHAND BORA COLLEGE

FRITO LAY INDIA

FRITO LAY INDIA

2. PROFILE OF THE ORGANISATION

2.2. History of Organisation

2.3. Products / Services of Organisation

2.4. Organisation chart

2.5. Distribution setup

5. OBJECT OF THE STUDY

6. OBJECTIVES OF THE STUDY

8. DATA COLLECTION AND ANALYSIS

Presentation of the data, and

Presentation of the data, and

Presentation of the data, and

FRITO LAY INDIA

Presentation of the data, and

the data, and

14.2. Questionnaire for Institutional Canteens

14.3. Questionnaire for Hotels

14.4. Questionnaire for Medical Stores

14.5. Questionnaire for Petrol Pumps

FRITO LAY INDIA

: FMCG (Consumer goods)

: Packaged and Snack Foods Industry

: Frito-Lay India Ltd.

: Assessment and Development of New

: 2 months (1st June to 31st July)

FRITO LAY INDIA

In a world full of competition, it is not at all sufficient to rely just on ones

Sample Plan : New channels Medical stores

Stratified Random Cluster Sampling method was adopted. The revealed

FRITO LAY INDIA

: Medical stores - 111

Some of the important hypotheses considered while adopting a particular

FRITO LAY INDIA

PROFILE OF THE ORGANISATION

2.1 COMPANY PROFILE

FRITO LAY INDIA

2.2 COMPANY HISTORY

FRITO LAY INDIA

FRITO LAY INDIA

1969 - FUNYUNS Onion Flavored Rings is introduced.

Frito-Lay introduces CHEETOS Snacks - Puffed Balls.

1981 - TOSTITOS Tortilla Chips is nationally introduced.

Frito-Lay is one of the first snack companies to place non-mandatory nutritional

1982 - Frito-Lay launches GRANDMA'S Cookies in 16 varieties -- from sandwich

FRITO LAY INDIA

1994 - LAY'S KC MASTERPIECE Barbecue Flavor Potato Chips is introduced

FRITO LAY INDIA

LAY'S Kettle Cooked Extra Crunchy Potato Chips is launched. Offered in a

RUFFLES, in celebration of the "re-birth" of RUFFLES and advertising icon

Frito-Lay launches print advertising campaign in both English and Spanish to

FRITO LAY INDIA

Frito-Lay answers consumers' demand for carb-controlled snacks by introducing

FRITO LAY INDIA

2.3 PRODUCT PROFILE

FRITO LAY INDIA

Magic Masala (Indian)

Tango Tomato (Spanish)

Cream n Onion (American)

FRITO LAY INDIA

Hot & Sweet (Caribbean)

Kurkure Masala Munch