A

Project Report
On
“EXPANSION AND DISTIBUTION OF PEPSI CO” among the Corporate in
Allahabad”

Master of Business Administration (Marketing)

Submitted in partial fulfillment of the requirements for award of Master of

Business Administration of Tilak Maharashtra
University, Pune
Submitted by
ALOK MANI TRIPATHI
PRN: 07208015554
Of
Institute of Business Studies & Research, Pune
Tilak Maharastra University
Gultekdi, Pune 411037
 ACKNOWLEDGEMENTS

At the outset, I would like to thank PEPSI CO. for giving me an opportunity to do this

project in their environment.

I am grateful to my company guide Mr. KAUSAL for all his guidance, helpful hints and

valuable suggestions during the course of this project.

I am deeply indebted to my faculty guide Prof SUMEET ROY for coordinating the project

work and giving me all the valuable guidance and for her constant inspiration. This project

could not have been possible without her help.

I would also like to thank all the staff members of Pepsi co.for their constant support and all

the people who directly and indirectly helped me during the course of the project.

Last but by no means the least I would like to convey my special thanks to IBSAR College

for giving me the opportunity to work on this project.

ALOK MANI TRIPATHI

IBSAR, PUNE

University certificate
COLLEGE / GUIDE CERTIFICATE
ORGANISATION CERTIFICATE
TABLE OF CONTENT

SERIAL No. TITLE PAGE No.

CHAPTER-1
1.1 RATIONAL STUDY
CHAPTER-2
2.1 PROJECT TITLE
2.2 OBJECTIVE OF STUDY
2.3 SCOPE OF THE STUDY
CHAPTER-3
3 PROFILE OF THE
COMPANY

CHAPTER-4
4. REVIEW OF LITERATURE
CHAPTER-5
5. RESEARCH
METHODOLOGY

CHAPTER-6
6. DATA ANALYSIS &
INTERPRETATION

CHAPTER-7
7. FINDINGS
CHAPTER-8
8. LIMITATIONS
CHAPTER-9
9. CONCLUSION&
RECOMMENDATIONS

10 BIBLIOGRAPHY
11 APPENDIX

LIST OF TABLES
 CHAPTER -1

RATIONALE FOR THE

STUDY

I was assigned to study the promotional activities of Tripty Drinks Pvt. Ltd.
Promotional activities play a greater and important role in the entire marketing
effort being carried out by Tripty drinks Pvt.Ltd, “to generate more sales as well
as to create and maintain an image of its product”.
Thus Tripty drinks Pvt. Ltd carried out its promotional activities as a controlled
and integrated program of communication and material design to present its
soft drink to the prospective customer. It also helps in communication the need
satisfying qualities of soft drink, to facilitate the sales and eventually to
contribute towards the profit in long range.

The tools used by Tripty drinks Pvt. Ltd, for fulfilling the various purposes of its
promotional activities are the following:-

Point of sale display

Dealer’s sales contest
Sales promotion through special event market
Advertising
Incentives
 CHAPTER -2

OBJECTIVE OF THE
STUDY

2.1
TITLE OF THE PROJECT:

“EXPANSION AND DISTIBUTION OF PEPSI CO among the

Corporate in Allahabad”
Objective:
The project is mainly concerned with pre sale booking system. The main objective was to study
and analyze PRE SALE BOOKING SYSTEM.

The study also aimed to get insight

Comparative analysis between ready sale and pre sale booking system

Retailer perception and response to sale booking system.

To evaluate performance of PSR.

To find out the problems retailer are facing.

To know about the stock position of Pepsi brand and its competitors at
different outlets.

To know the per day sale of Pepsi brand and its competitors in crates.

To know the distribution channel of Pepsi.

1.6- SCOPE OF THE STUDY

The training in the organization is very important for a student who is

undergoing with such course. This course is not the answer for all the problems,
which arises in the practical fields. There is no certain formula for any particular
problems, but the aim of this study is to develop the ability of decision-making.
A right decision at right time itself helps an organization to run smoothly.
This training in an organization gives an idea how decisions are taken tact fully
when any problem comes to an executive. So the way of problem solving, right
decisions making and knowledge of different type of marketing activities give
much importance to the study. Though only in two months it was not possible
to understand it so deeply but an overall idea could develop

CHAPTER -3
 PROFILE OF THE
COMPANY

International

Pepsi Company is a large conglomerate with interests in

manufacturing, marketing and selling a wide variety of
carbonated and non-carbonated beverages, as well as
salty, sweet and grain-based snacks, and other foods.
PepsiCo is a world leader in convenient snacks, foods and
beverages, with revenues of more than $39 billion and
over 185,000 employees.
PepsiCo International (PI)
PI includes all PepsiCo businesses in the United Kingdom, Europe, Asia,
Middle East and Africa.
Shareholders
PepsiCo (symbol: PEP) shares are traded principally on the New York
Stock Exchange in the United States. The company is also listed on the
Chicago and Swiss stock exchanges. PepsiCo has consistently paid cash
dividends since the corporation was founded.
Corporate Citizenship
At PepsiCo, we believe that as a corporate citizen, we have a
responsibility to contribute to the quality of life in our communities.
This philosophy is expressed in our sustainability vision which states:
“PepsiCo’s responsibility is to continually improve all aspects of the
world in which we operate – environment, social, economic -- creating a
better tomorrow than today.”
Our vision is put into action through programs and a focus on
environmental stewardship, activities to benefit society, and a
commitment to build shareholder value by making PepsiCo a truly
sustainable company.
PepsiCo Headquarters
PepsiCo World Headquarters is located in Purchase, New York,
approximately 45 minutes from New York City. The seven-building
headquarters complex was designed by Edward Durrell Stone, one of
America's foremost architects. The building occupies 10 acres of a 144-
acre complex that includes the Donald M. Kendall Sculpture Gardens, a
world- acclaimed sculpture collection in a garden setting.

Company leadership
PepsiCo's History Timeline

PepsiCo, Inc. is founded by Donald M. Kendall, President and Chief

Executive Officer of Pepsi-Cola and Herman W. Lay, Chairman and
Chief Executive Officer of Frito-Lay, through the merger of the two
companies. Pepsi-Cola was created in the late 1890s by Caleb Bradham,
a New Bern, N.C. pharmacist. Frito-Lay, Inc. was formed by the 1961
merger of the Frito Company, founded by Elmer Doolin in 1932, and the
H. W. Lay Company, founded by Herman W.Lay, also in 1932. Herman
Lay is chairman of the Board of Directors of the new company; Donald
M. Kendall is president and chief executive officer. The new company
reports sales of $510 million and has 19,000 employees.
PepsiCo brands are available in nearly 200 countries and generate sales
at the retail level of more than $98 billion. Some of PepsiCo's brand
names are more than 100-years-old, but the corporation is relatively
young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola
and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged
with The Quaker Oats Company, including Gatorade, in 2001
Headquartered in Purchase, New York, with Research and Development
Headquarters in Valhalla, NY, The Pepsi Cola Company began in 1898,
but it only became known as PepsiCo when it merged with Frito Lay in
1965. Until 1997, it also owned KFC, Pizza Hut, and Taco Bell, but
these fast-food restaurants were spun off into Tricon Global Restaurants,
now Yum! Brands, Inc. PepsiCo purchased Tropicana in 1998 and
Quaker Oats in 2001.PepsiCo’s mission is “To be the world's premier
consumer Products Company focused on convenient foods and
beverages. We seek to produce healthy financial rewards to investors as
we provide opportunities for growth and enrichment to our employees,
our business partners and the communities in which we operate. And in
everything we do, we strive for honesty, fairness and integrity.”

The company consists of

PepsiCo Americas Foods (PAF)
PAF includes Frito-Lay North America, Quaker Foods North America
and all Latin America food and snack businesses, including Sabritas and
Gamesa businesses in Mexico.

Frito-Lay and Pepsi Join

In February 1965, the Board of Directors for Frito-lay, Inc. and Pepsi-
Cola announced a plan for the merger of the two companies. On June 8,
1965, the merger of Frito-Lay and Pepsi-Cola Company was approved
by shareholders of both companies, and a new company called PepsiCo,
Inc. was formed. At the time of the merger, Frito-Lay owned 46
manufacturing plants nationwide, had more than 150 distribution centers
across the United States, and was listed on the New York Stock
Exchange.
Frito-Lay North America and Frito-Lay International
PepsiCo's snack food operations had their start in 1932 when two
separate events took place. In San Antonio, Texas, Elmer Doolin bought
the recipe for an unknown food product – a corn chip – and started an
entirely new industry. The product was Fritos brand corn chips, and his
firm became the Frito Company.
That same year in Nashville, Tennessee, Herman W. Lay started his own
business distributing potato chips. Mr. Lay later bought the company
that supplied him with product and changed its name to H.W. Lay
Company. The Frito Company and H.W. Lay Company merged in 1961
to become Frito-Lay, Inc.
Today, Frito-Lay brands account more than half of the U.S. snack chip
industry.
PepsiCo began its international snack food operations in 1966. Today,
with operations in more than 40 countries, it is the leading multinational
snack chip company, accounting for more than one quarter of
international retail snack chip sales. Products are available in some 120
countries. Frito-Lay North America includes Canada and the United
States. Major Frito-Lay International markets include Australia, Brazil,
Mexico, the Netherlands, South Africa, the United Kingdom and Spain.
Often Frito-Lay products are known by local names. These names
include Matutano in Spain, Sabritas and Gamesa in Mexico, Elma Chips
in Brazil, Walkers in the United Kingdom and others. The company
markets Frito-Lay brands on a global level, and introduces unique
products for local tastes.
Major Frito-Lay products include Ruffles, Lay's and Doritos brands
snack chips. Other major brands include Cheetos cheese flavored snacks,
Tostitos tortilla chips, Santitas tortilla chips, Rold Gold pretzels and
SunChips multigrain snacks. Frito-Lay also sells a variety of snack dips
and cookies, nuts and crackers.
Quaker Foods North America
The Quaker Oats Company was formed in 1901 when several American
pioneers in oat milling came together to incorporate. In Ravenna, Ohio,
Henry D. Seymour and William Heston had established the Quaker Mill
Company and registered the now famous trademark. Seymour wanted
his product to be a symbol of honesty, integrity and strength. The figures
of a man in Quaker clothes became the first registered trademark for
breakfast cereal and remain the hallmark for Quaker Oats today. In
Cedar Rapids, Iowa, John Stuart and his son, Robert, and their partner,
George Douglas, operated the largest cereal mill of the time. Ferdinand
Schumacher, known as "The Oatmeal King," had founded German Mills
American Oatmeal Company in 1856.
Combining The Quaker Mill Company with the Stuart and Schumacher
businesses brought together the top oats milling expertise in the country
as The Quaker Oats Company. The first major acquisition of the
company was Aunt Jemina Mills Company in 1926, which is today the
leading manufacturer of pancake mixes and syrup.
In 1986, The Quaker Oats Company acquired the Golden Grain
Company, producers of Rice-A-Roni.
PepsiCo merged with The Quaker Oats Company in 2001. Its products
still have the eminence of wholesome, good-for-you food, as envisioned
by the company over a century ago.
PepsiCo Americas Beverages (PAB)
PAB includes PepsiCo Beverages North America and all Latin
American beverage businesses.

Pepsi-Cola North America and PepsiCo Beverages International

Caleb Bradham, a New Bern, North Carolina druggist, who first
formulated Pepsi-Cola, founded PepsiCo’s beverage business at the turn
of the century. Today consumers spend about $33 billion on Pepsi-Cola
beverages. Brand Pepsi and other Pepsi-Cola products – including Diet
Pepsi, Pepsi-One, Mountain Dew, Slice, Sierra Mist and Mug brands –
account for nearly one-third of total soft drink sales in the United States,
a consumer market totaling about $60 billion.
Pepsi-Cola also offers a variety of non-carbonated beverages, including
Aquafina bottled water, Fruitworks and All Sport.
In 1992 Pepsi-Cola formed a partnership with Thomas J. Lipton Co.
Today Lipton is the biggest selling ready-to-drink tea brand in the
United States. Pepsi-Cola also markets Frappuccino ready-to-drink
coffee through a partnership with Starbucks.
In 2001 SoBe became a part of Pepsi-Cola. SoBe manufactures and
markets an innovative line of beverages including fruit blends, energy
drinks, dairy-based drinks, exotic teas and other beverages with herbal
ingredients.
Outside the United States, Pepsi-Cola soft drink operations include the
business of Seven-Up International. Pepsi-Cola beverages are available
in about 160 countries and territories.
Pepsi-Cola began selling its products internationally in 1934 with its
operations in Canada. Operations grew rapidly beginning in the 1950s.
In addition to brands marketed in the United States, major products
include Mirinda and Pepsi Max. Pepsi-Cola North America includes the
United States and Canada. Key international markets include Argentina,
Brazil, China, India, Mexico, Philippines, Saudi Arabia, Spain, Thailand
and the United Kingdom. PepsiCo Beverages International also
produces, sells and distributes Gatorade sports drinks as well as
Tropicana and other juices internationally.
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.
Gatorade/Tropicana North America

Anthony Rossi as a Florida fruit packaging business founded Tropicana

in 1947. The company entered the concentrate orange juice business in
1949, registering Tropicana as a trademark.
In 1954 Rossi pioneered a pasteurization process for orange juice. For
the first time, consumers could enjoy the fresh taste of pure not-from-
concentrate 100% Florida orange juice in a ready-to-serve package. The
juice, Tropicana Pure Premium, became the company’s flagship product.
In 1957 the name of the company was changed to Tropicana Products,
headquartered in Bradenton, Florida. The company went public in 1957,
was purchased by Beatrice Foods Co. in 1978, acquired by Kohlberg
Kravis & Roberts in 1986 and sold to The Seagram Company Ltd. in
1988. Seagram purchased the Dole global juice business in 1995.
PepsiCo acquired Tropicana, including the Dole juice business, in
August 1998.
Today the Tropicana brand is available in 63 countries. Principal brands
in North America are Tropicana Pure Premium, Tropicana Season’s
Best, Dole Juices and Tropicana Twister. Internationally, principal
brands include Tropicana Pure Premium and Dole juices along with
Frui'Vita, Loóza and Copella. Tropicana Pure Premium is the third
largest brand of all food products sold in grocery stores in the United
States.
Gatorade sports drinks were acquired by the Quaker Oats Company in
1983 and became a part of PepsiCo with the merger in 2001. Gatorade is
the first isotonic sports drink. Created in 1965 by researchers at the
University of Florida for the school's football team, "The Gators,"
Gatorade is now the world's leading sports drink

Vision of PepsiCo

PepsiCo Mission
"To be the world's premier consumer Products Company focused on
convenience foods and beverages. We seek to produce healthy financial
rewards to investors as we provide opportunities for growth and
enrichment to our employees, our business partners and the communities
in which we operate. And in everything we do, we strive for honesty,
fairness and integrity."
PepsiCo in India
PepsiCo is a world leader in convenience foods and beverages, with
2007 revenues of more than $39 billion and more than 185,000
employees across the world. Its world renowned brands are available in
nearly 200 countries and territories. PepsiCo gained entry to India in
1989 by creating a joint venture with the Punjab government-owned
Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited.
This joint venture marketed and sold Lehar Pepsi until 1991, when the
use of foreign brands was allowed; PepsiCo bought out its partners and
ended the joint venture in 1994. Firstly Pepsi was banned from import in
India, in 1970, for having refused to release the list of its ingredients and
in 1993, the ban was lifted, with Pepsi arriving on the market shortly
afterwards.
PepsiCo has grown to become the country’s largest selling food and
beverage companies. One of the largest multinational investors in the
country, PepsiCo has established a business which aims to serve the long
term dynamic needs of consumers in India.
PepsiCo India and its partners have invested more than U.S. $700
million since the company was established in the country in 1989. In
India, PepsiCo provides direct employment to 4,000 people and indirect
employment to 60,000 people including suppliers and distributors.
The group has built an expansive beverage, snack food and exports
business and to support the operations are the group’s 43 bottling plants
in India, of which 15 are company owned and 28 are franchisee owned.
In addition to this, PepsiCo’s Frito Lay snack division has 3 state of the
art plants. PepsiCo’s business is based on its sustainability vision of
making tomorrow better than today. Our commitment to living by this
vision every day is visible in our contribution to our country, consumers,
farmers and our people.
PepsiCo India’s expansive portfolio
Refreshment beverages

Sports drinks
100% natural fruit juices and juice based drinks

Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low calorie

options– Diet Pepsi and 7Up Light; hydrating and nutritional beverages
such as Aquafina drinking water, isotonic sports drinks - Gatorade, and
100% natural fruit juices and juice based drinks – Tropicana, Tropicana
Twister and Slice. Our local brands – Lehar Evervess Soda, Dukes
Lemonade and Mangola complete our diverse spectrum of brand
PepsiCo’s snack food company

PepsiCo’s snack food company, Frito-Lay, is the leader in the branded

potato chip market and was amongst the first companies to eliminate the
use of trans fats and MSG in its products. It manufactures Lay’s Potato
Chips; Cheetos extruded snacks, Uncle Chipps and traditional namkeen
snacks under the Kurkure and Lehar brands. The company’s high fiber
breakfast cereal, Quaker Oats, along with Lehar Lites, low fat and
roasted snack options enhance the choices available to the growing
health and wellness needs of our consumers. Frito Lay’s core products,
Lay’s, Kurkure, Uncle Chipps and Cheetos are cooked in Rice Bran Oil
to significantly reduce saturated fats and all of its products contain
voluntary nutritional labeling on their packets.
PepsiCo SKU’s
 PIZZA HUT
. It has exclusive franchise rights for Northern & Eastern India. Out of
56 operational Pizza Hut restaurants in the country 27 restaurants are
owned and run by its company. These restaurants are located at Defense
Colony, Aleksandra, Vikas Puri, Green Park, Karol Bagh, New Friends
Colony, Connaught Place, Basant Lok, Greater Kailash, Jaipur (2), Agra,
Noida (2), Faridabad (2), Chandigarh (2), Ludhiana, Jallandhar,
Amritsar, Gurgaon (3), Kushambi(Ghaziabad) and Kolkata (2).
All these restaurants are making good profits & are dominating the
market. The name of business entity is Devyani International Private
Limited.
The Jaipuria Group is Raymond's sole selling agent for Northern India
and owns Seven of Raymond's exclusive retail outlets in Delhi.
Empowered by powerful strategies, the group has been retaining its
partnership with Raymond since 1940. Envisaging the growth in the
retailing sector, the group has also ventured into garment and textile
retail. It has set up seven showrooms at Seven major locations viz.
Connaught Place, Greater Kailash, Green Park, Lajpat Nagar, Roop
Nagar, Kamla Nagar & Karol Bagh. Jaipuria Group is all set to become
one of the major garment retailers in India.

Beverages

Jaipuria Group has the distinct honor of being the biggest bottler in India
of the global giant Pepsi Co. It controls near about 60% of Pepsi’s
bottling business in India. The Group has been managing a network of
scores of distributors and simultaneously proving employment to
thousands of people. With state–of–the-art technology and plants
equipped with the latest machinery, the Jaipuria Group has occupied a
remarkable position in the soft drink industry of India. The company has
created a stronghold across the country.
CHAPTER -4
 REVIEW OF
LITERATURE

To explore the reasons behind these developments this

study will analyze the marketing initiatives and policies of
PepsiCo India in detail with particular focus on its partner
relationship management.

The above-mentioned objectives can be achieved by

carrying a proper and planned research involving
different types and methods. The data collected fo laid
the foundations for the study and gave a platform for the
analysis and findings which lead to the fulfillment of the
objectives.
The data collected for research is primary and secondary.
Primary data is collected by observation, interviews and
questionnaires. While secondary data is collected from
the internet through different case studies and reports on
the CSD industry. Observation method was carried in
Allahabad to know the market position and market share
of PepsiCo products. Interviews of people from the sales
department were conducted to know the sales and
distribution network and marketing policies of PepsiCo
India, while questionnaire method was used to know
about the customer perception of the slim diet can
portfolio. Secondary data is used to know about the CSD
industry and the Company i.e. PepsiCo.

The data collection and analysis paves way for the

recommendation ad conclusion of the study that reveals
some important findings regarding the strategy and
corporate structure and strategy of PepsiCo India.
 CHAPTER -5

RESEARCH
METHODOLOGY
Research Methodology :

Exploratory:

To find the per day stock and per day sale at different outlets exploratory
research method are adopted. A survey form was prepared and the retailers
were asked to answer them during the course of their interview.
Schedule Method:
Dealer’s responses were conducted with the help of a
prepared schedule. Samples are taken at different locations
of Cuttack area.
Documentary Observation:

Books, Annual Report, web sites, Published and

unpublished materials.

Field Observation:
During training period we did extensive survey of the
distribution outlets and consumer to observe the marketing
operation performed by the organization.

THE SURVEY
A soft drink is a non-alcoholic beverage. It is artificially
flavored and contains no fruit or pulp. India with population
of more than 100 crores is potentially one of the largest
consumer markets in the world after China. The consumer
market can be defined as the market for products and
services that are purchased by individuals as house holds
goods for their personal consumption. Soft drink is a typical
consumer product purchased by individuals to quench thirst
and secondly for refreshment.

In today’s fast moving industry and highly competitive

market, only those products are likely to be purchased
which are capable of hitting the impulse of the consumers.
The products appeal should be penetrated and get
embedded into the perceptual space of the consumer’s
mind. The concerned product should induce to the
consumers.

Pepsi believes that”Jo Dikhta Hai Woh Bikta

Hai” i.e. any product which is visible is bound to be sold.
That is method to increase the visibility of the products:
-Visicooler placement, Glow signboard, Paintings Crate
Stacking, Umbrella, Banners, Danglers, Sun Packs, Display
Scheme, Special Schemes, and rack. Pepsi space club is
organized every year for promotion of Pepsi soft drinks.
Pepsi space club programmed is based on a simple and
successful formula:

“Jo Dikhata Hai, Who Bikhata Hai”.

A great display will result in great sales and that is a100%

guaranteed way to add to profits.

The programmed design is simple:

1. Fulfill programmed criteria.

2. Achieve volume target and display.

3. Win fantastic prizes.

 CHAPTER-6

DATA ANALYSIS &

INTERPRETATION

DATA COLLECTION ANALYSIS AND

INTERPRETATION:
Data collection was done through questionnaire and personnel
interview.

After editing, coding and tabulation data was compiled accurate

and meaningful manner.

The data collected by questionnaire was analyzed, interpreted with

the help of table, bar chart and pie chart.

DATA INTERPRETATION

1) What method do you usually use to place your orders?

 Ready sale Pre sale booking Phone
booking

As this graph shows that 100% retailers is using pre sale order
booking.

2) 2. How frequently you order

Daily After one day once in week

Above graph shows

56% were from daily category
29% were from alternate day visit category
15% were from once in week.
This is done to find out behavior of different retailers about pre
sale.

3) Type of shop

Eatery Grocery Convenience

39% of total shops are grocery (small and big general store)
28% convenience store (Pan Shops, cold drink vendor and other
 vendor)
33% Eateries (conventional dhabas, restaurants and fast food
joints).

4) After implementation of Pre sale order booking system how many

times in a week it happened that you ran out of stock of particular
product of Pepsi?

Never 1-2 times 2-4 times more than 4

Above graph shows that after implementation of pre sale

51% said that they never ran out of stock,
31% said that it happened only once or twice
18% said that 2-4 times they ran out of stock.

Please rate the service performance of PRE SALE BOOKING SYSTEM

of Company as compare to READY SALE system

5) Availability of variety of product and (SKU) of Pepsi

Much Worse Same Better Much Better
Worse

22% said Availability of variety of product and sku is much better

53 % said it better than previous system
25 % said of variety of product and sku is still same
 6) Accuracy of order fill
100% 100- 80% 50-80% below 50%

40% people said accuracy of order delivery is 100%

38 % said it is between 100-80%
15 % people said that it is between 50-80%
7 % said accuracy is below 50%

Much Worse Same Better Much Better

Worse
7) Delivery van’s Ability to fill orders completely.

15 % retailer said Delivery van’s Ability to fill orders completely

is much better
54 % said it better than before
31 % said it is same as before

Much Worse Same Better Much Better

Worse
8) Deliverymen’s professionalism (service and behavior).
8% people said that Deliverymen’s professionalism is much better
37% said it better
42 % said it is same as before
13% said it is worse as compare to earlier

Please rate the performance of Company PSR (booking agent)

9) How frequently he comes to take orders.

Daily After 1-2 days once in a week

Out of 56 daily visit shops

43 said PSR visits daily
8 said he visits at alternate days
5 said visit once in week

10)At which time he usually comes to take order

a. Between 10-12am 12-2pm after 2pm

35 % retailer said PSR comes to take order between10-12A M

53 % he comes between 12-2PM
12 % PSR comes after 2 PM
 9. Are you satisfied with PSR’s order taking timing? At what time
you want him to come and take order.

Yes No Time ___________

___

36% retailers said that they are satisfied with order taking timing
64% retailers said that timing should be changed
Most of them recommended after 2 or 3 pm

11)His ability to solve your problems and Response to

complaints

Poor Below avg average Good Excellent

6% retailer said PSR’s ability best

47% said he is good
42 % said he has average ability
5 % said he is below average

12)PSR’s way of telling about schemes and other

information

Poor Below average Good Best

avg
48 % said his way is average
30 % said his way is good
17% said his way is best
5% said his way is below average.

13)Do PSR give you complete information of new products, daily

schemes and other promotional offers?

Daily Sometimes occasionally other

_________

93% said PSR said he tells about schemes daily

5 % said sometimes
2 % said occasionally
 CHAPTER-7

FINDINGS
FINDINGS:

The collected data which were analyzed came out with the
following conclusions:-

It is found that some outlets perform well in criteria 1

that is display the pet bottles in rack, they display
properly in one area then some fails to do perform in
another. The reason behind this is that they do not
receive any kinds of rack or freeze from company for
display the Pepsi products. Some retailers were saying
that they have not so much space in their outlets to show
the product and some other have space racks but they
put other materials on it as they not aware about this
scheme. Therefore the company needs to focus to rest 40
% who does not perform well in space club programmed.
In various outlets the retailers were good response
towards distribution of Pepsi. But some of them complain
about the distribution. Some say distribution of Pepsi is
not properly distributed in time.
When they need pet bottles (7-up, Miranda) the
distributor has not provided at that time.
And the free offers or gift were not distributed properly
to the retailer in which they face problem when customer
demanded free gifts.
Some outlets were complaining about the racks and
freeze which is not given to them by distributor but some
place there is good response. So more or less there is a
good response of retailer towards Pepsi distribution.
Most of the dealers want glow sign and chilling
equipments, which they are asking from long time.
Most of the consumer doesn’t like the taste of PEPSI
due to its Sweetness and low fizz.
Dealers are asking for the incentives and sales
promotional schemes.
Some dealers & retailers stops selling Pepsi products
because they are not satisfied with the company, where
Coca-cola fulfill some of their demand and got the
opportunity to make exclusive counter for the soft drinks.
 CHAPTER-8

LIMITATION

LIMITATION:
Every work has some limitations and in this limitation we
have to do a wok As summer project is a time bound
process so in which I found various limitation which are as
follows:

Getting Appointment from the concern person was

very difficult.

People’s mindset about the survey was also an

obstacle in acquiring complete information and

positive interaction

Time and Money is also one of the important

limitation.
 CHAPTER-9

CONCLUSION
&
RECOMMENDATION
RECOMMENDATION:

First of all company will provide all its dealers and retailers
to all sort of promotion equipment such as glow sign board,
banner, rack, freeze, etc. in time so that they increase their
sales which is benefited both retailer as well as company.
The distribution channels need to be improving so that
retailer/dealer will get soft drinks at time when they
need.
Salesman should have good interaction with the dealers,
which result Company in increase in sales. Company
executives should visit the counter on weekly basis.
Executives should take the feedback from the dealers
about the service of the sales man and the distributors
Regular visit of technician is required to solve the
problems of Freeze in the market at the right time.
More improvement is required in the distribution network
in the outskirt and in the remote areas, because in the
peak seasons like summer the small dealers are taking
goods twice or thrice and in between if the distributors
could not supply them, the competitors will get the
opportunities to supply the goods.
The entire Pepsi product should be displayed at one place
so that the customers can aware about the different
brand of Pepsi. In the bus stand, railway canteen,
highway the CAN and PET Bottles should be made
available every time because the publics are busy there
and they cannot wait.
Pepsi is a sweet and low fizz soft drink that everybody
knows and so lots of people do not like so to catch the
customers Pepsi should come out with more fizz.
Few outlets are unaware about scheme so proper
communication is necessary between distributor and
dealers/retailers.
There should be more focus on 100% avaibility so that
Pepsi don’t lose sales & market share.
All mixed outlets which stock multiple products should be
transferred to exclusive Pepsi outlets.

More & more research should be made to find new segment & more
profitable market for the product.
Kids constitute the second largest segment of the soft drink market. So,
more & more fun based advertisement for the brands should be
necessary. Some life style based advertisement is also necessary.
The company strategy should be made in such a way, that maximum no
of consumer will prefer to consume Pepsi i.e. give importance to quality
control, give more importance to public awareness and in advertisement.
Dealers are the good intermediaries so the company should give more
packages to the dealer, by which they can looks towards the high sales
of this particular brand.
The company should start survey time to time to know the grievances of
retailer as well as consumers.
Some times absence of stocks annoys retailer and consumers, so
company should keep a watch to the availability of brand.
Promotional advertising must include some Indian stars (film & cricket).
Supply chain should be enhanced more then 100%.
CONCLUSION:
Pepsi & its Product Co. are the Profitable MNC’s in not only
India but also in the whole world. Its main competitor is
Coca-Cola. Pepsi has built a reputation around the world as
a major player in the soft drink market as well as the leader
in the snack food industry. Currently they are facing stiff
competition from Coca-Cola, but with their various
marketing ventures as well as the selling of their restaurant
franchises, Pepsi is poised to give Coke a definite battle in
the future as to which cola consumers want.

Promotional activities play a greater and important role in

the entire marketing effort being carried out by Tripty
drinks (pvt.) Ltd., “to generate more sales as well as to
create and maintain an image of its product”.

Pepsi believes that “Jho Dikhta Hai Woh Bikta Hai”

i.e. any product which is visible is bound to be sold This
method of sales promotion being used by the Pepsi,
through its distributors is to conduct dealer’s sales contest
during the peak seasons i.e. during April to July. In it the
dealers are given prize in the form of cases of soft drinks
and gifts. In the contest at first his or her respective
distributors according to there categorize each dealer. And
then each distributor fixes a target of minimum sale for
each category to which every dealer according to his or her
category has to achieve during the contest period.

The dealers achieving highest sales over and above the

target set is giving the awards as under, the order of prizes
announced are first prize, 2nd prize, 3rd prize in terms of
number of free cases of soft drinks and gifts.
APPENDIX
Retailer’s questionnaire:
Dear Retailer
On behalf of pearl drink Ltd, I want to thank you for giving us the
opportunity to serve you. Please help us serve you better by taking a
couple of minutes to tell us about the service that you have received so
far. We appreciate your business and want to make sure we meet your
expectations.
This will be used only for academic purpose only

1. What method do you usually use to place your orders?

Ready sale Pre sale booking Phone booking

2. How frequently you order

Daily After one day once in week

3. After implementation of Pre sale order booking system how many

times in a week it happened that you ran out of stock of particular
product of Pepsi?

Never 1-2 times 2-4 times more than 4

 4. Availability of variety of product (SKU) of Pepsi
Much Worse Same Better Much Better
Worse

5.Accuracy of order fill

100% 100- 80% 50-80% below 50%

6.Delivery van’s Ability to fill orders completely

Much Worse Same Better Much Better
Worse

7.Deliverymen Professionalism (service and behavior).

Much Worse Same Better Much Better
Worse

8. Ever missed your order yes/no if yes then what may be main
reason?
Wrong order sudden change in weather change in
schemes

9.How frequently he comes to take orders

Daily After 1-2 days once in a week

10.At which time he usually comes to take order

Between 10-12am 12-2pm after 2pm

11.Are you satisfied with PSR’s order taking timing? At what time you
want him to come and take order
Yes No Time ___________

12.PSR’s way of telling about schemes and other information

Poor Below avg average Good Best

13. Do PSR give you complete information of new products, daily

schemes and the promotional offers?

Daily Sometimes occasionally other

_________

Name of retailer _________________________________

Address __________________________________

_______________________________________________

Phone no._______________________________________
BIBLIOGRAPHY
 • Marketing Management by Philip Kotler.
• Marketing research for manager by Matthew housden

WEBSITES

www.pepsi .com

www.corporate .org

www.wikipedia encyclopedia.com

www.india today.com