FINAL RESEARCH PROJECT

REPORT ON
MARKET RESEARCH ON DISTRIBUTION SYSTEM OF PEPSI
Submitted to:
Department of management in the partial fulfllment for the PGDM
(Post Graduate Diploma in Management)
(Dual specialization in Marketing and Human Resource)

SUPERVISED BY: SUBMITTED BY:
MS. RICHA BHARDWAJ ABHISH! !"MAR !SHRI
KS !"R#D M$$%&M&' ("##&%&
$ppro)ed b* $+('& , Ministr* of HRD- %o)t. of +ndia
Gurgaon, Haryana
ACKNOWLEDGEMENT
#
$irst o% all I &ould li'e to ta'e t(is opportunit) to t(an' t(e KNS WORLD MANAGEMENT
COLLEGE GURGAON %or (a*ing pro+e,t as a part -% AIC. ,urri,ulum.
I &ould li'e to ,on*e) m) sin,ere t(an's to Mrs. RICHA , Dr!"#$r O% WCTM %or
supporting me in t(e pro+e,t &or'. I &ould also li'e to t(an's to Mrs. NEVEDITA GUPTA,
C$&rs! C$'"$$r()*#$r + ,- .r$/!"# 0&(! and also t(an's to Mr. A)s&,*) D&##* TDM
$% P!.s *)( Mr. S*#s1 S)01, CE $% P!.s, Ran,(i %or (is *alua/le guidan,e in preparing
t(is pro+e,t.
I also &ould li'e to t(an' our ,lassmates &(o (a*e (elped and en,ouraged me t(roug(out t(e
&or'ing o% t(e pro+e,t last /ut not t(e least i &ould li'e to t(an' t(e Almig(t) %or al&a)s
(elping me.
ABHISHEK KUMAR KESHRI




DECLARATION
0
I1 ABHISHEK KUMAR KESHRI student o% $I2A3 semester PGDM %rom KNS WORLD
MANAGEMENT GURGAON, (ere/) de,lare t(at t(is pro+e,t &or' presented (ere on
2M*r3!# r!s!*r"1 $) (s#r4&#$) s-s#!, $% P!.s5 in R*)"1.
.(is report is original to t(e /est o% m) 'no&ledge and not su/mitted /) an)/od) else in an)
,ollege or organi4ation.
D*#!: s0)*#&r!
P6*"!: ABHISHEK KUMAR KESHRI
5
E7ECUTIVE SUMMARY
As a part o% ,urri,ulum summer training &as underta'en &it( H)dera/ad Mar'eting
Compan)1 Adit)apur1 .ata Steel Cit)1 Jams(edpur.
Pr$/!"# T#6!: '
M) pro+e,t .itle is M*r3!# r!s!*r"1 $) Ds#r4&#$) s-s#!, $% P!.s t(is pro+e,t
,ontains %ollo&ing elements.
O4/!"#8!s:'
.(is pro+e,t is ,arried out to %ul%ill t(e %ollo&ing o/+e,ti*es.
.o 'no& mar'et strengt( o% Pepsi in Ran,(i area.
.o 'no& a/out t(e distri/ution s)stem o% Pepsi in Ran,(i.
.o %ind out t(e sales le*el o% Pepsi in ,omparison to t(e ,o'e.
.o 'no& t(e per,entage o% ,arats o% Pepsi and its ,ompetitor.
S"$.!:'
.(e resear,( is ,ondu,ted in t(e organi4ational to %ollo& a parti,ular ,riterion.
Resear,( (as to %ind a solution to estimate a parti,ular pro/lem or (as to %ollo& t(e
&a) t(roug( &(i,( organi4ation gets t(e idea (o& to in,rease its mar'et.
R!s!*r"1 M!#1$($6$0-: '
F$r Pr,*r- D*#*: ' Mar'et Resear,( t(roug( 6uestionnaire 7 Personal Inter*ie&.
F$r S!"$)(*r- D*#*: ' $rom t(e past data pro*ided /) ,ompan)1 /oo's1 maga4ines
7Internet.
R!s!*r"1 I)s#r&,!)# 6uestionnaire
8
S*,.6! S9!: ' 009 %or Retailer:s outlets 7 #0 %or Dealer:s.
S*,.6! U)#: ' Retailer1 Dealer:s
F)()0s
;;< retailers sa) t(e distri/ution o% PPSI is /etter 7 a 8;< retailer sa)s t(e
distri/ution o% C-CA=C-3A is good.
Pepsi is t(e mar'et leader in Ran,(i Area li'e 2am'um
Indrapuri
!o'ar
C(uti)a
Ran,(i Rail&a) Station
Gudri ,(o&'
Mor(a/adi
3al+i(ir+i road
Pis'amor
Pla4a Road
*i'as
.(adpa'na
.(e Con,lusion o% Pepsi is *er) ,lear t(at Pepsi is %ar more t(an its ,ompetitor in
Ran,(i1 /ut it stands last &(en pro%it %or t(e retailer:s.


;
LIST OF THE FIGURES
FIGURE
NO.
TITLE PAGE NO.
:. CALEB BRADHAM ;
;. COMPANY PROFILE <
=. PEPSI HEAD>UATOR ?
<. CEO OF PEPSI @
A. PEPSI SOFT DRINK :A
B. MIRINDA SOFT DRINK :B
C. MOUNTAIN DUE SOFT DRINK :C
?. CUP SOFT DRINK :?
@. SLICE MANGO JUICE :@
:D. A>UAFINA WATER ;D
::. TROPICANA FRUIT JUICE ;:
:;. RESEARCH PROCESS =A
:=. TYPES OF SHOPS =@
:<. SATISFACTION WITH VISI COOLER <D
:A. C.S.D OF PEPSI <:
:B. CREDIT FACILITIES OF PEPSI <;
:C. DEALER BOARD OF PEPSI <=
:?. DISTRIBUTION SYSTEM <<
:@. PRODUCT AVAILABLITY <A
;D. BRAND PREFER TO SELL <B
;:. BRAND IN STOCK <C
;;. BRAND OF PEPSI IN STOCK <?
;=. BRAND PREFERED BY CUSTOMER <@
;<. BRAND OF VISI COOLER AD
;A. SATISFACTION WITH DISTRIBUTION A:
;B. PRODUCT AVAILABLITY A;
;C. STRUCTURE OF THE ORGANISATION A<

LIST OF TABLES
TABLE NO. TITLE PAGE NO.
:. PEPSICO PROFILE :=':<
;. PEPSI SOFT DRINK :A
=. MIRINDA SOFT DRINK :B
<. MOUNTAIN DUE SOFT DRINK :C
>
A. CUP SOFT DRINK :?
B. SLICE MANGO JUICE :@
C. TROPICANA FRUIT JUICE ;:
?. SLOGANS AND LOGOS ;;';<
@. SWOT ANALYSIS ;A';B
:D. TYPES OF SHOPS =@
::. SATISFACTION WITH VISI COOLER <D
:;. C.S.D OF PEPSI <:
:=. CREDIT FACILITIES OF PEPSI <;
:<. DEALER BOARD OF PEPSI <=
:A. DISTRIBUTION SYSTEM <<
:B. PRODUCT AVAILABLITY <A
:C. BRAND PREFER TO SELL <B
:?. BRAND IN STOCK <C
:@. BRAND OF PEPSI IN STOCK <?
;D. BRAND PREFERED BY CUSTOMER <@
;:. BRAND OF VISI COOLER AD
;;. SATISFACTION WITH DISTRIBUTION A:
;=. PRODUCT AVAILABLITY A;

INDE7
TABLE NO. CONTENTS PAGE NO.
1 INTRODUCTION :
2 PEPSICO5S COMPANY PROFILE ;'C
2.1 PEPSI HEAD>UATOR ?
2.2 CEO OF PEPSI @
2.3 COMPANY5S OBJECTIVE :D'::
2.4 MARKETING STRATEGY OF PEPSI :;
2.5 PEPSICO PROFILE :=':<
2.6 PRODUCT PROFILE :A';:
2.7 LOGOS + SLOGANS ;;';<
2.8 SWOT ANALYSIS ;A';B
?
3 INDUSTRY PROFILE ;C';@
4 SCOPE OF WORK =D'=:
5 OBJECTIVES OF THE PROJECT =;
6 RESEARCH METHODOLOGY ==
6.1 RESERCH DESIGN =<
6.2 RESEARCH PROCESS =A'=?
7 DATA ANALYSIS + INTERPRETATION =@'<A
7.2 DISTRIBUTION CHANNEL A=
7.3 STRUCTURE OF THE ORGANISATION A<
8 OBSERVATIONS + FINDINGS AA'AB
9 LIMITATIONS A@
10 SUGGESTIONS BD
11 CONCLUSION B:
12 BIBLIOGRAPHY B;
13 ANNE7URES B='BB
ABBREVIATIONS
S.C.B.3 = Steel Cit) Be*erages 3td.
R.M.P.3 = Ris(a/( Mar'eting Compan) (p) 3td.
C- = C(e% @e,uti*e -%%i,er
C = Customer @e,uti*e
CSD = Customer Ser*i,e Des'
.DM = .ertiar) De*elopment Manager
A
MDM = Mar'eting De*elopment Manager
ADC = A,,ount De*elopment Co=,oordinators
PSR = Pre=Sales Representati*e
RA = Route Agent
CHAPTER':
INTRODUCTION
Be*erage industr) is one o% t(e %ast gro&ing industries in India. It ,an /e di*ided into
t&o parts1 al,o(oli, and non=al,o(oli, /e*erages. .(e non=al,o(oli, drin's ,an /e
%urt(er ,lassi%ied into ,ola1 lemon1 orange1 mango and apple segments.
Mar'eting in,ludes all t(e a,ti*ities li'e promotion1 distri/ution1 ad*ertising et,. to
%ul%ill t(e demand o% all segments o% ,ustomers. Mar'eting is also ,on*erts so,ial
needs into pro%ita/le opportunities so t(is topi, pro*ides all t(e essentials to t(eoreti,al
'no&ledge &it( pra,ti,al 'no&ledge and to in,ul,ate t(e e%%i,ien,). It is also a
B
reCuirement %or t(e ,ompan) to impro*e its ser*i,e and produ,t Cualit) to a,(ie*e t(e
ultimate goal.
.oda) di%%erent t)pes o% so%t drin's are a*aila/le in t(e
mar'et and more and less t(e ,ontents o% t(e so%t drin's %a,ing t(e ,utt(roat
,ompetition and man) ,ompanies are %looding in t(e mar'et &it( t(eir di%%erent /rand
name. in su,( a situation a di%%erent %a,tor &(i,( in%luen,es a person:s ,(oi,e %or so%t
drin's are e.g. .aste Cualit)1 image1 eas) a*aila/ilit) o% t(e produ,t1 ,ost and
ad*ertisement. .(e sur*e) s(o&s a 'een interest o% m) o&n pre%eren,e. As a result o%
m) personal atta,(ment in t(is /usiness1 I &as *er) 'een to sur*e) on t(is topi,. Wit( a
proper 'no&ledge in t(is area and &at,(ing t(e *ast opportunities in t(e so%t drin'
industr)1 I &as attra,ted to do t(is pro+e,t. As a result1 t(e sur*e) impro*ed m)
'no&ledge. I got a,Cuainted &it( t(e *ast opportunities.

CHAPTER';

$ig.no.=# PepsiCos Company Profle
Pepsi is a multinational ,ompan) in ,old drin' industr). It is a
Well='no&n name. It (as a good produ,t line. All t(e produ,ts
-% Pepsi are popular enoug(.
#9
Hs#$r-
Pepsi &as %irst made in 2e& Bern1 2ort( Carolina1 in t(e "nited States in t(e earl)
#AB9s /) P(arma,ist Cale/ Brad(am. In #ABA1 DBradEs drin'D &as ,(anged to DPepsi=
ColaD and later trademar'ed on June #>1 #B95. .(ere are se*eral t(eories on t(e origin
o% t(e &ord DPPSID.
.(e onl) t&o dis,ussed &it(in t(e ,urrent PepsiCo. We/site is t(e %ollo&ingF
:. Cale/ Brad(am /oug(t t(e name DPep !olaD %rom a lo,al ,ompetitor and ,(anged
it to Pepsi=Cola.
;. DPepsi=ColaD is an anagram %or Dpis,opalD = a large ,(ur,( a,ross t(e street
%rom Brad(amEs drugstore. .(ere is a plaCue at t(e site o% t(e original drugstore
do,umenting t(is1 t(oug( PepsiCo (as denied t(is t(eor).
.(e &ord Pepsi ,omes %rom t(e Gree' &ord DPepsiG1 &(i,( is a medi,al term1
des,ri/ing t(e %ood dissol*ing pro,ess &it(in oneEs stoma,(. It is also a medi,al term
t(at des,ri/es a pro/lem &it( oneEs stoma,( to dissol*e %oods properl).
Anot(er t(eor) regarding t(e nameEs origins is t(at Cale/ Brad(am and (is ,ustomers
simpl) t(oug(t t(e name sounded good and re%le,ted t(e %a,t t(at t(e drin' (ad some
'ind o% DpepD in it /e,ause it &as a ,ar/onated drin'. It &as made o% ,ar/onated &ater1
sugar1 *anilla1 rare oils1 and 'ola nuts. W(et(er t(e original re,ipe in,luded t(e en4)me
pepsin is disputed In #B951 Brad(am mo*ed t(e /ottling o% Pepsi=Cola %rom (is
drugstore into a rented &are(ouse. .(at )ear1 Brad(am sold ?1B>A gallons o% s)rup.
.(e ne@t )ear1 Pepsi &as sold in si@=oun,e /ottles1 and sales in,reased to #B1A8A
gallons. In #B081 Pepsi re,ei*ed its %irst logo redesign sin,e t(e original design o%
##
#B9;. In #B0>1 t(e logo &as ,(anged again. In #B0B1 automo/ile ra,e pioneer Barne)
-ld %ield endorsed Pepsi=Cola in ne&spaper ads as DA /ull) drin'...re%res(ing1
in*igorating1 a %ine /ra,er /e%ore a ra,eD.
In #B0B1 t(e Pepsi=Cola Compan) &ent /an'rupt during t(e Great Depression= in large
part due %inan,ial losses in,urred /) spe,ulating on &ildl) %lu,tuating sugar pri,es as a
result o% World War I. Assets &ere sold and Ro) C. Megargel /oug(t t(e Pepsi
trademar'. ig(t )ears later1 t(e ,ompan) &ent /an'rupt again. PepsiEs assets &ere
t(en pur,(ased /) C(arles Gut(1 t(e President o% 3o%t In,. 3o%t &as a ,and)
manu%a,turer &it( retail stores t(at ,ontained soda %ountains. He soug(t to repla,e
Co,a=Cola at (is storesE %ountains a%ter Co'e re%used to gi*e (im a dis,ount on s)rup.
Gut( t(en (ad 3o%tEs ,(emists re%ormulate t(e Pepsi=Cola s)rup %ormula.
COMPANY PROFILE
PEPSICO


PEPSI PRODUCTS
#0


$ig.no=0
Steel Cit) Be*erages 3td. Adit)apur1 Jams(edpur a medium se,tor enterprise lo,ated
amidst /eauti%ul surrounding on t(e .ata= !andra road in t(e Adit)apur industrial area
and produ,ing Pepsi range o% /ottled so%t drin's *i4. Pepsi1 ?up1 Mirinda and Sli,e (ad
no& /e,ome a (ouse(old name in J(ar'(and toda) s)m/oli4es a,(ie*ement and
ad*an,ement o*er t(e )ears. .oda)1 it s)m/oli4es
Sel% relian,e in Cualit) and te,(nolog)1 produ,ti*it) and industrial relations sin,e its
in,eption more t(an 0; )ears ago.
S.C.B.3. &as esta/lis(ed in #B>? and produ,tion ,ommen,ed in Mar,( #B>B. At t(e
*er) outset t(e installed state o% t(e art ma,(ines and te,(nolog)1 %or t(e produ,tion
and /ottling po% so%t drin's. .(e /ottling plant &it( a ,apa,it) to produ,e 009 /ottles
per minute is totall) automati, and also (as a modern state o% t(e art inter mi@ ma,(ine
%or /ringing %ort( t(e rig(t /lend o% %la*ors. .(e ,ompan) ,ontinues to adapt
inno*ati*e te,(nolog) in 'eeping &it( its poli,) o% ,onstant Cualit) impro*ements.
Wit( t(e ad*ent o% Pepsi Cola internationals in India1 t(e ,ompan) entered into an
#5
agreement &it( Pepsi %oods ltd. $or t(e produ,tion and sales o% Pepsi range o% so%t
drin's in J(ar'(and and Bi(ar.
In #BB51 it /agged top (onors %or /eing t(e /est Cualit) ,ons,ious plant among all
Pepsi /ottling ,ompanies in India. .(e ,ompan):s (ig(l) sop(isti,ated plant and
Cualit) ,ontrol la/orator) along &it( t(e dedi,ation and enterprises o% its emplo)ees is
more t(an e*enl) mat,(ed /) t(e management:s sense o% understanding and
,ompassion t(at (ad ensured t(e ,ompan):s progress &it( e*er) passing da). S.C.B.3.
Was ta'en o*er /) Mr.S.!. Jaipuria in Mar,( #BBB %rom Mr. 2a'ul !amani along &it(
Ris(a/( Mar'eting ( P ) 3td.1 t(e mar'eting unit. It (as a num/er o% /ottling plants all
o*er India1 li'e -rissa1 B(opal1 2agpur1 H)dera/ad1 D(ar&ard et,. In 0990 (e setup o%
SMH Agen,ies ( P) ltd. It (as a ,apa,it) o% >99 BPM &(i,( is ,atering to t(e &(ole o%
J(ar'(and. It is also a %ran,(isee o% Pepsi.
.(oug( Mr. Jaipuria (olds t(e top position /ut o*erall poli,ies regarding managerial de,isions
and all e@e,uti*e %un,tions are per%ormed and loo'ed a%ter /) Mr. P.S. !umar1 Dire,tor S.M.H.
Be*erages. S.M.H. Be*erages &on t(e Pepsi.
: >.A. EGOLDF INTERNATIONAL >UALITY AWARD %or t(e )ear ;DD:.
;.PSIC- Be*erage INTERNATIONAL BROANG >UALITY AWARD %or t(e )ear ;DD;.
=. OUTSTANDING PERFORMANCE AWARD to Mr. P.S. !umar %or ;DD=.
<. PSIC- Be*erage International SILVER >UALITY AWARD ;DD<.
THE R.M.P.L. + HYDERABAD BEVERAGES EPF L#(.
.(e (ead o% sales and mar'eting is in ,(arge o% all t(e mar'eting a,ti*ities i.e. sales
promotion1 pu/li,it)1 ad*ertising1 mar'et sur*e) and s(ipping. .(oug( (is main
%un,tion is to (a*e a ,ontrol o*er t(e outlet distri/ution. Sales e@e,uti*e and sales
super*isor assist t(e sales manager. R.M.P.3 &as ,losed do&n in end o% 099# due to
administration and poli,) o% t(e ,ompan). Simultaneous1 anot(er mar'eting ,ompan)
#8
,ame in t(e name o% H-(!r*4*( M*r3!#)0 C$ EPF L#( in t(e )ear 0990. Re,entl) in
t(e )ear Mar,( 0995 S.M.H. Be*erage Jams(edpur (ad set up ne& plant o% pet /ottles.
It is produ,ing per /ottle o% 0ltrs1 >99ml o% all %la*ors o% Pepsi.
P!.s "$6*
Mr*)(* $r*)0!
Mr*)(* 6!,$)
C UP
M$&)#*) (!H
.(is plant is (a*ing t(e ,apa,it) o% 899 /ottles per minute. During t(e ICC &orld ,up
it (as introdu,ed PPSI Blue in t(e mar'et. At present MIs S.!. Jaipuria is (a*ing
%ollo&ing plants and mar'eting ,ompanies in Jams(edpur.
:. MIs S#!!6 "#- 4!8!r*0!
;. MIs SMV 4!8!r*0! J*,s1!(.&r
=. MIs 3*,*) %$$(s
<. MIs H-(!r*4*( ,*r3!#)0 "$,.*)-.
$or t(e e*er) ,on,ern a stru,ture is ne,essar) on &(i,( t(e ,omplete organi4ation s(ould
/e %ounded. .(e e@isten,e o% a stru,ture as o/*ious in e*er) organi4ation &(et(er
planned Iunplanned or ill planned. to (a*e a stru,ture is not a ,(oi,e o% t(e organi4er. .(e
,(oi,e is onl) o% t(e %orm and pattern o% t(e organi4ation. Planned organi4ational
stru,ture ma) /e pro*ed logi,al ,lear=,ut and streamlined in order to meet t(e present
reCuirements. -t(er&ise it &ill merel) /e a ma'es(i%t arrangement and t(e management
is rendered di%%i,ult and ine%%e,ti*e /e,ause organi4ational stru,ture a%%e,ts e*er)one in
t(e organi4ation. A good organi4ational stru,ture %a,ilitates management and t(e
#;
operation o% enterprise and it en,ourage gro&t(. It (elps organi4ation to rea,( its ,ommon
goal. In order to ma'e t(e organi4ational stru,ture more e%%e,ti*e one stru,ture t(at ,an
meet t(e demand o% *arious %a,tors namel) en*ironment1 te,(nolog)1 si4e and people.
F$66$H)0 *r! #1! ,*/$r "$)s(!r*#$):'
De,lare lines o% aut(orit).
AdeCuate delegation o% aut(orit).
Minimum managerial le*el.
"nit) o% dire,tors.
Appli,ation o% ultimate responsi/ilit).
Span o% ,ontrol.
Simpli,it).
$le@i/ilit)
Due ,onsideration %or top groups
Proper emp(asi4ed on s(i%t a,ti*ities.

#>
$ig. no=5
;.: PEPSI HED>UATOR
.(e World HeadCuarter o% PepsiCo is lo,ated in 2e& Jor'1 appro@imatel) 8; minutes %ar
%rom 2e& Jor' Cit). .(e (eadCuarter in India (as lo,ated at Mum/ai. .(e Co=%ounder o% t(e
,ompan) is Mr. Donald M. !endall1 .(e President and C(ie% @e,uti*e -%%i,er is
I)(r* K.N$$-.
P!.sC$5s B!8!r*0!F=
PepsiCo:s /e*erage /usiness &as %ounded #ABA /) Cale/ Brad(am1 a 2e& Bern1 2ort(
Carolina druggist1 &(o %irst %ormulated Pepsi=Cola.
;.; THE SUCCESS STORY OF INDIRA NOOYI
#?
Fig.no-4
ECEO OF PEPSICOF
B) no&1 most o% us pro/a/l) 'no& t(at I)(r* N$$- is /eing promoted to t(e C- o%
PepsiCo1 a ,ompan) &it( K5A /illion in re*enues. S(e:s /een mentioned se*eral times /e%ore
on Sepia Mutin)1 mainl) in response to ,omments s(e made at a graduation ,eremon) at
Colum/ia Business S,(ool last )ear. (.(ere are se*eral ot(er posts on (er as &ell.) And
Manis( (ad a solid post on (er re,ent promotion t(is past Monda) on ultra /ro&n. I dra& t&o
,on,lusions %rom (er su,,ess. $irst1 )ou ,an /e a &or'ing mot(er and ,lim/ t(e ,orporate
ladder &(ile raising 'ids (Indra (as t&o1 &(o are I /elie*e in t(eir earl)Imid teens). Se,ond1
)ou ,an get a(ead in t(e Ameri,an ,orporate en*ironment &it(out sa,ri%i,ing &(o )ou are
,ulturall).
#A


;.= COMPANY5S OBJECTIVE
-ur o/+e,ti*e is to deli*er sustained gro&t(1 t(roug( empo&ered people1 a,ting &it(
responsi/ilit) and /uilding trust. Here:s &(at t(is meansF
S&s#*)!( Gr$H#1 is %undamental to moti*ating and measuring our su,,ess. -ur Cuest
%or sustained gro&t( stimulates inno*ation1 pla,es a *alue on results1 and (elps us
understand &(et(er toda):s a,tions &ill ,ontri/ute to our %uture. It is a/out gro&t( o%
people and ,ompan) per%orman,e. It prioriti4es ma'ing a di%%eren,e and getting t(ings
done.
E,.$H!r!( P!$.6! means &e (a*e t(e %reedom to a,t and t(in' in &a)s t(at &e %eel
&ill get t(e +o/ done1 &(ile /eing ,onsistent &it( t(e pro,esses t(at ensure proper
go*ernan,e and /eing mind%ul o% t(e rest o% t(e ,ompan):s needs.
R!s.$)s46#- *)( Tr&s# %orm t(e %oundation %or (ealt() gro&t(. It:s a/out earning
t(e ,on%iden,e t(at ot(er people pla,e in us as indi*iduals and as a ,ompan). -ur
responsi/ilit) means &e ta'e personal and ,orporate o&ners(ip %or all &e do1 to /e
good ste&ards o% t(e resour,es entrusted to us. We /uild trust /et&een oursel*es and
ot(ers /) &al'ing t(e tal' and /eing ,ommitted to su,,eeding toget(er.
G&()0 Pr)".6!s
.(is is (o& &e ,arr) out our o/+e,ti*e. We must al&a)s stri*e toF
C*r! %$r "&s#$,!rs, "$)s&,!rs *)( #1! H$r6( H! 68! ).
#9


We are dri*en /) an intense1 ,ompetiti*e spirit in t(e mar'etpla,e1 /ut &e dire,t t(is
spirit to&ard solutions t(at a,(ie*e a &in %or ea,( o% our ,onstituents as &ell as a &in
%or t(e ,orporation. -ur su,,ess depends on a t(oroug( understanding o% our
,ustomers1 ,onsumers and ,ommunities. Caring means going t(e e@tra mile.
ssentiall)1 t(is is a spirit o% gro&ing rat(er t(an ta'ing.
S!66 $)6- .r$(&"#s H! "*) 4! .r$&( $%.
.(e test o% our standards is t(at &e must /e a/le to personall) endorse our produ,ts
&it(out reser*ation and ,onsume t(em oursel*es. .(is prin,iple e@tends to e*er) part
o% t(e /usiness1 %rom t(e pur,(asing o% ingredients to t(e point &(ere our produ,ts
rea,( t(e ,onsumer:s (ands.
S.!*3 H#1 #r&#1 *)( "*)($r.
We spea' up1 telling t(e &(ole pi,ture1 not +ust &(at is ,on*enient to a,(ie*ing
indi*idual goals. In addition to /eing ,lear1 (onest and a,,urate1 &e ta'e responsi/ilit)
to ensure our ,ommuni,ations are understood.
B*6*)"! s1$r# #!r, *)( 6$)0 #!r,.
We ma'e de,isions t(at (old /ot( s(ort=term and long=term ris's and /ene%its in
/alan,e o*er time. Wit(out t(is /alan,e1 &e ,annot a,(ie*e t(e goal o% sustaina/le
gro&t(.
##


;.< MARKETING STRATEGY OF PEPSI
Mar'eting needs a %rame&or' t(at /egins and ends &it( t(e ,ustomer. Mar'eting tools
/) t(emsel*es do not a,(ie*e mar'eting o/+e,ti*es. .(ere is an intermediate step
/et&een t(e deplo)ment o% mar'eting tools and a,(ie*ement o% mar'eting o/+e,ti*es.
.(e operating prin,iple is simpleF /uild and e%%e,ti*e net&or' o% relations(ip &it( 'e)
sta'e(olders1 and pro%it &ill %ollo&. A set o% mar'eting tools t(e %irm uses to pursue its
mar'eting o/+e,ti*es are ,alled mar'eting=mi@. .(ese tools ,an /e ,lassi%ied into %our
groups &(i,( are ,alled t(e %our P:s o% mar'eting.
PRODUCT
PRICE
PLACE
PROMOTION
Ho&e*er in t(is ,ompetiti*e age1 onl) %our P:s are not su%%i,ient so ,ompan) %ollo& t(e %our
A:s or %our C:s o% mar'eting %or its /etter ,onne,ted to ,onsumers.
FOUR A5S
ACCEPTABILITY
AFFORDABILITY
AWARNESS
ACCESSIBILITY
FOUR C5S
CUSTOMER VALUE
CUSTOMER COST
CUSTOMER COMMUNICATION
CUSTOMER SOLUTION
#0


2.5 PEPSICO PROFILE
.)pe Pu/li,
Industr)
$ood
2on=al,o(oli, /e*erage
$ounded 2e& Bern 2.C1 ".S. (#AB9)
$ounder(s)
Cale/ Brad(am1 Donald M. !endall and Herman W.
3a)
HeadCuarters Pur,(ase1 2e& Jor'1 ".S.
Area ser*ed World&ide
!e) people
Indra 2oo)i
(C(airperson and C-)
L#M
Produ,ts Pepsi
Diet Pepsi
Mountain De&
AMP nerg)
ACua%ina
Sierra Mist
SoBe
Star/u,'s $rappu,,ino
3ipton I,ed .ea
?up
Mirinda
I44e
.ropi,ana Produ,ts
Copella
2a'ed Jui,e
Gatorade
Propel $itness Water
6ua'er -ats Compan)
3a)Es
Doritos
#5


C(eetos
!ur'ure
$ritos
Rold Gold
Ru%%les
.ostitos
Sli,e
2im/oo4
Re*enue N "SK88.5 /illion
-perating in,ome N "SK?.5 /illion
2et in,ome N "SK>.08 /illion
.otal assets N "SK5B.A Billion (FY 2009)
L0M
.otal eCuit) N "SK#>.A Billion (FY 2009)
L0M
mplo)ees 0951999 (2010)
Di*isions
PepsiCo Ameri,as (PepsiCo Ameri $ood1 PepsiCo
Ameri,as Be*erages)1 PepsiCo International
We/site PepsiCo.,om
.a/le.no=#
#8


2.6 PRODUCT PROFILE
PEPSI SOFT DRINKS
Contains: Car/onated &ater1 (ig( %ru,tose ,orn s)rup1 ,aramel ,olor1 p(osp(ori, a,id1
,a%%eine1 ,itri, a,id and natural %la*ors

$ig.no=;
CATEGORY PRICE
G3ASS 099 ml
/ A
G3ASS 599 ml
/ #9
CA2 0;9 ml
/ #?
CA2 559 ml
/ 0;
P. >99 ml
/ 00
P. # 3tr.
/ 50
P. 0 3tr
/ ;>
.a/le.no=0
MIRINDA
#;


C$)#*)s: ,ar/onated &ater1 (ig( %ru,tose ,orn s)rup1 ,itri, a,id1 purit) gum1 potassium
/en4oate and potassium sor/et (preser*es %res(ness)1 ester gum1 natural %la*or1 )ello& >1
as,or/i, a,id and ,al,ium disodium D.A (to prote,t %la*or)1 sodium ,itrate.


0ig.no12
CATEGORY PRICE
G3ASS 099 ml
/ A
G3ASS 599 ml
/ #9
CA2 559 ml
/ 0;
P. >99 ml
/ 05
P. # 3tr.
/ 50
P. 0 3tr.
/ ;>
.a/le.no=5
MOUNTAIN DEW DO THE DEW
C$)#*)s: Car/onated &ater1 (ig( %ru,tose ,orn s)rup1 ,on,entrated orange +ui,e and ot(er
natural %la*ors1 ,itri, a,id1 sodium /en4oate (preser*es %res(ness)1 ,al,ium disodium D.A (to
prote,t %la*or) and /rominates *egeta/le oil.
#>



$ig.no=?
CATEGORY PRICE
G3ASS 099 ml
/ A
G3ASS 599 ml
/ #9
CA2 559 ml
/ 0;
P. >99 ml
/ 05
P. # 3tr
/ 50
P. 0 3tr.
/ ;>
.a/le.no=8
.(e %astest=gro&ing so%t drin' o% t(e de,ade1 Mountain De& ,urrentl) ran's as t(e nation:s
leading so%t drin' in retail outlets. Doing t(e ODe&G is li'e no ot(er so%t drin' e@perien,e
/e,ause o% its daring1 (ig(=energ)1 (ig(=intensit)1 a,ti*e1 e@treme ,itrus taste.
7UP CLEAR LEMON
C$)#*)s: Car/onated &ater1 ,aramel ,olor1 aspartame1 p(osp(ori, a,id1
Potassium /en4oate (preser*es %res(ness)1 ,a%%eine1 ,itri, a,id and natural %la*ors.

#?



0ig.no13
CATEGORY PRICE
G3ASS 099 ml
/ A
G3ASS 599 ml
/ #9
CA2 0;9 ml
/#;
CA2 559 ml
/0;
P. >99 ml
/ 05
P. # 3tr
/. 50
P. 0 3tr.
/ ;>

.a/le.no=;
SLICE FRUIT JUICE
C$)#*)s: Car/onated Water1 (ig( $ru,tose Corn s)rup1 Mango Jui,e $rom ,on,entrate1 Citri,
A,id1 Potassium Ben4oate (preser*es %res(ness)1 Modi%ied $ood Star,(1 2atural 7 Arti%i,ial
$la*ors1 Potassium Sor/et (preser*es $res(ness)1 as,or/i, a,id (Hitamin C )1 Jello& >1
gl),erol ster o% Wood Rosin1 Cal,ium Disodium D.A (.o prote,t %la*or)1 Sodium Citrate.
#A


0ig.no14
CATEGORY PRICE
G3ASS 099 ml
/ #9
G3ASS 0;9 ml
/ #0
P. ;99 ml
/ 08
P. #.0 3tr.
/ 8A
.etra 099 ml
/ #0
.a/le.no=>
AQUANAFINA WATER PERFECT TEST

$ig.no=#9
n+o) t(e ,risp1 re%res(ing taste o% ACua%ina =#99 <pure1 non=,ar/onated puri%ied drin'ing
&ater. .(e ,onsistent purit) and great taste o% ACua%ina are guaranteed /) means o% a state=o%=
t(e art puri%i,ation pro,ess t(at in,ludes re*erse osmosis and ,ar/on %iltration. Sin,e its de/ut
in #BB;1 ACua%ina (as &on o*er ,onsumers &it( its great taste and purit). ACua%ina is t(e
#B


o%%i,ial /ottled &ater o% Ma+or league So,,er and t(e PGA o% Ameri,a. ACua%ina is distri/uted
nation&ide and ,an /e en+o)ed in ;99 ml1 #=litterP / #8.>9 and #.;= litter /ottles. ACua%ina.
Purit) Guaranteed.
C$)#*)s: puri%ied &ater
TROPICANA TWISTER
.ropi,ana t&ister is a pa,'ed %ruit +ui,e &it( orange %la*or. It ,omes in /ot( 559 ml and #.0 ltr
/ottle. It ,ontains energ) ;> ',al1 protein 9g1 %at 9g1 ,ar/o()drate #8.>g1 %i/er1 ,.#?g.it is
manu%a,ture /) pepsi ,o. India (olding P*t. 3td plot no.D=?1 MIDC1 pait(an1 dist.
Auranga/ad=85##8A.
09


$ig.no=##
CATEGORY PRICE
-RA2G P. 5;9 ml
/ 0;
-RA2G P. #.0 3tr
/ ?;
.a/le.no=?

*er) produ,t ad*ertises in media &it( attra,ti*e pun,( line %or ,apture t(e attention o%
t(e Consumer a/out t(e parti,ular produ,t. P&)"1 6)!s are ,(anges time to time1 in
,urrent period pun,( line %or PEPSI is YOUNGISTAN KA WOW .
Some are as %ollo&sF
;.C SLOGANS AND LOGOS
#ABA BradEs Drin'
#B95
@(ilarating1 In*igorating1 Aids
Digestion
#B9> -riginal Pure $ood Drin'
#B9A Deli,ious and Healt(%ul
0#


#B#; $or All .(irsts = PepsiFCola
#B#B PepsiFCola Q It ma'es )ou S,intillate
#B09 Drin' PepsiFCola = It Will Satis%) Jou
#B0A Peps Jou "pR
#B0B HereEs Healt(R
#B50 Spar'ling1 Deli,ious
#B55 ItEs t(e Best Cola Drin'
#B58
Dou/le Si4e
Re%res(ing and Healt(%ul
#B5A Join t(e S&ing to Pepsi
#B5B .&i,e as Mu,( %or a 2i,'el

#B85 Bigger Drin'1 Better .aste
#B8? ItEs a Great Ameri,an Custom
#B8B W() .a'e 3ess W(en PepsiEs BestS

#B;9 More Boun,e to t(e -un,e
#B;8
.(e 3ig(t Re%res(ment
Re%res(ing Wit(out $illing
#B;A Be So,ia/le1 Ha*e a Pepsi
#B>#
2o& ItEs Pepsi %or .(ose W(o .(in'
Joung
#B>5
Come Ali*eR JouEre in t(e Pepsi
Generation
00



#B>?
.aste t(at Beats t(e -t(ers Cold1 Pepsi
Pours It -n.
#B>B
JouE*e Got a 3ot to 3i*e1 PepsiEs Got a
3ot to Gi*e
#B?5 Join t(e Pepsi People $eelinE $ree
#B?> Ha*e a Pepsi Da)R
#B?B
Cat,( .(at Pepsi Spirit
.a'e t(e Pepsi C(allenge
#BA# PepsiEs Got Jour .aste %or 3i%e
#BA5 Pepsi 2o&R
#BA8 .(e C(oi,e o% a 2e& Generation
#BA? Ameri,aEs C(oi,e
#BAB A Generation A(ead

#BB0 Gotta Ha*e It
#BB5 Be Joung1 Ha*e $un1 Drin' Pepsi
#BB; 2ot(ing lse is a Pepsi
#BB? Generation 2e@t

#BBA Same Great .aste
#BBB .(e Jo) o% Cola
0999 .(e Jo) o% Pepsi
0995
0998
099;
099>
Pepsi. ItEs t(e Cola
099? Je (ai )oungistan meri +aan
05


09#9 Joungistan 'a &o&
.a/le.no=A
;.? SWOT ANALYSIS
STRENGTHS WEAKNESSES
PPSI (as an e@,ellent /rand
image
PPSI (as e%%e,ti*e and
stronger /ase in India t(an its
,ompetitors li'e
C-! &(o too (a*e a good name in
so%t drin' mar'et.
Retailer %riendl) s,(emes
Distri/ution o% Pepsi is *er) e%%i,ient
Continuous 7 strategi, impro*ement
in t(e promotional strategies
Strong dealer net&or'
PPSI (as got good&ill in t(e mar'et
&it( regard to t(e /rand name.
Introdu,tion o% ne& %la*ors
,ontinuousl) %rom time to time.
PPSI not a/le to 'eep retailers
satis%ied as t(e) are not pro*iding &it(
t(e ,oolers on time as ,ompared to
Co'e.
Interior part o% t(e ,it) is not loo'ed
a%ter as t(e main ,it) as roads are not
good enoug( %or *e(i,le to rea,(
t(ere.
Support material not pro*ided to t(e
retailers as /eing pro*ided /) t(e
,ompetitor (Co'e).
In terms o% stands1 dealer /oard1 and
ot(er Add. Material Co'e is a(ead o%
PPSI in Jams(edpur.
08


3arge num/er o% ,ele/rit) endorsed.
A *er) good sales %or,e.
OPPORTUNITIES THREATS
Consumers are s(o&ing in,reased
interests in PPSI produ,ts.
Promotional a,ti*ities pro*ide it an
edge o*er t(e ,ompetitors
.op position in C.S.D. produ,ts in
India gi*es it an ad*antage.
Pepsi ,an e@plore its distri/ution
net&or' in interior area also.
Alread) en+o)s top position in t(e
OJams(edpurG mar'et.
Some dealers are not *er) satis%ied
&it( t(e ser*i,es o% Pepsi &(i,(
dire,tl) a%%e,t t(e sale o% produ,t.
Competitor:s produ,ts alread)
a*aila/le in t(e mar'et &it( similar
s,(emes. .oug( ,ompetition %rom
Co'e.
Strategi, pri,ing /) ,ompetitors ma)
a%%e,t t(e ,ompan):s &a%er t(in
margins.
Pesti,ide ,ontro*ers) ta'ing a&a) t(e
,onsumer. Man) religious Guru
as'ing t(ere %ollo&ers not to ,onsume
so%t drin's.
.a/le.no=B
0;


CHAPTER'=
INDUSTRY PROFILE
A so%t drin' is a non al,o(oli, /e*erage. It is arti%i,iall) %la*ored and ,ontains no %ruit
and pulp. India &it( population o% more t(an #99 ,orers is potentiall) one o% t(e largest
,onsumer mar'ets in t(e &orld a%ter ,(ina. .(e ,onsumer mar'et ,an /e de%ined as t(e
mar'et %or t(e produ,t and ser*i,es t(at are pur,(ased /) indi*iduals as (ouse(old goods
%or t(eir personal ,onsumption. So%t drin' is a t)pi,al ,onsumer produ,t pur,(ased /)
indi*iduals to Cuen,( t(irst and se,ondl) %or re%res(ment.
Sear,(ing %or t(e point o% origin o% Indian so%t drin's &e %irst do,ument Gold Spot1 &(i,(
&as t(e %irst /rand so%t drin' in India. It &as introdu,ed /) Parle during later part o% 89:s.
Cola giant1 Co,a Cola &as t(e %irst %oreign so%t drin' to /e introdu,ed in India in #B>;1
,o,a=,ola ma'e a *er) good /eginning and dominated t(e &(ole s,(eme rig(t %rom t(e
&ord go. It (,o,a=,ola) %a,ed no ,ompetition at t(at time. .(e mar'eting people did not
e*en re,ei*e to pu/li,i4e ,o,a=,ola %or it sold %irst li'e pro/a/ilit) not ,a'es. .(is
e@traordinar) su,,ess o% so%t drin's ,an /e attri/uted to t(e %ollo&ing %a,torsF=
A/sen,e o% ,ontemporar) ,ompetiti*e /rand.
up(ori, image /uilt up in t(e &estern ,ountries pre,eded t(e entr) into Indian
mar'et.
0>


Indians are *er) %ound /) nature o% %oreign goods1 ser*i,e et, due to prolonged %oreign
rules.
Parle e@ports (p) 3td1 later in #B?9 introdu,ed 3im,a1 lemon) so%t drin's. Be%ore 3im,a
introdu,ed1 t(e) (ad tentati*el) introdu,ed ,ola1 Pepino1 &(i,( t(e) (ad to soon
&it(dra& in t(e %a,e o% /attering ,on%rontation &it( ,o,a=,ola. .(ree o% %our groups o%
Indian ,ompanies &(o (ad t(e reCuired produ,tion ,apa,it) started t(eir o&n /rands o%
,ola1 lemon1 orange1 /ut %ailed to a,(ie*e t(eir goal on a national /asis. India al&a)s (as
lo*e and (ate relations(ip &it( M2C:s &(i,( ga*e a signi%i,ant opportunit) to so%t drin'
industries in India &(en ,o,a ,ola de,ided to &indup its operations in #B?? rat(er t(an
/o&ing to t(e Indian go*ernment insisting onF=
Dilution o% eCuit)1 as t(e go*ernment %elt t(at lots o% %oreign ,urren,) &as /eing
&asted.
Manu%a,turing o% t(e top=se,ret ,on,entrate in India.
Dis,lose o% t(e ,(emi,al ,omposition o% t(e essen,e.
.(is le%t a large *a,uum in t(e popular so%t drin' mar'et1 and a *ista &as opened to an)
Compan) &it( t(e reCuisite1 te,(ni,al1 mar'eting and organi4ational s'ills. .(e e@it o%
,o,a=,ola %rom India in :@CC a,,elerated t(e gro&t( o% se*eral Indian So%t Drin'. 2e&
so%t drin' in t(e %orm o% .etra pa,' entered t(e mar'et among $rooti .Jump=in and .ree=
.op &ere t(e prominent on,e. .ill :@CC t(eir eCuipped /ottling plants and t(e distri/ution
net&or' a longing to /e on use. It too' t(em one )ear to de*elop ne& %ormula to ser*i,e
and graduall) ,ame up &it( Campa 3emon1 -range and Cola t(at order. Ho&e*er Parle
1t(e pioneer in t(e so%t drin's /la4ed its &a) to national prominen,e &it( t(eir produ,t
0?


2T1&,.s U. 2 /earing t(e slogan TH*..- D*-s5 Ar! H!r! A0*) T ..(is parti,ular
slogan (elped to &in o*er t(e lo)alists or addi,ts to Co,a=Cola1 &(o &as in t(e state o%
O,ola s(o,'G or O,ola depressionG
Soon t(e Indian so%t drin' industr) started at a p(enomenal rate and all parle produ,ts
Gold Spot1 3im,a and .(umps "p /e,ame t(e /rand leader in t(eir o&n segment. In spite
o% all t(ese1 t(e drin' mar'et still (as large gap1 as ,laim /) so%t drin' manu%a,tures. .o
%ill t(is gap t(ere are man) so%t drin's ,on,entrate and sCuas(es %loored t(e mar'et. .(e
Indian so%t mar'ets /asi,all) o%%ered t(ree %la*ors i.e.1 -range1 3emon and Cola. #BB9
sa& t(e ,oming o% t(e multinational ,ompan) Pepsi entering t(e Indian mar'et. ## )ears
a%ter t(e e@it o% ,o,a=,ola. It (ad name1 %ame and edge o% /eing one o% t(e /est in t(e
game and it also o%%ered sti%% ,ompetition to parle) and ,o'e. Pepsi ,ola ,ompan)
%ounded /) C*6!4 Br*(1*, in#AB9 at nort( Carolina in "SA . 2o& it is ran'ed A>
t(
(#BBA) in t(e &orld &it( t(e asset o% around K0;999 million1 (a*ing its (ead Cuarter
Atlanta. Its C- is R$0!r E)r"$ and Pepsi Co. India (olding ,(airman is Mr. Ra+i*
Ba's(i. Pepsi ,o india:s (eadCuarter is at Gurgaon1 presentl) is operating in #B>
,ountries. In India it (as 58 /ottling plant1 o% t(em A are ,o/o and 0> are %o/o o% &(i,(
one in Jams(edpur.Co,a=Cola entered India in t(e )ear #BB5.in ,olla/oration &it( Parle
India ltd.
0A


CHAPTER'<
SCOPE OF WORK
.(e resear,( &as ,arried on in t(e &estern region o% Ran,(i. It is restri,ted to Ran,(i
&(ere it (as got 009 retailer outlets 7 Hotels and # distri/utor. I (a*e *isited outlets
managers as per t(e list gi*en to me near/) m) lo,alit)1 di%%erent small 7 /ig outlets
et,.
ORGANIGATIONAL POINT OF VIEW
.(e resear,( is ,ondu,ted in t(e organi4ational to %ollo& a parti,ular ,riterion. Resear,( (as to
%ind a solution to estimate a parti,ular pro/lem or (as to %ollo& t(e &a) t(roug( &(i,(
organi4ation gets t(e idea (o& to in,rease its mar'et and also to get t(e idea regarding poli,ies
&(erein t(e) la,'.
B) ,ondu,ting proper mar'et resear,(1 t(e ,ompan) ,an in,rease t(e mar'et s(are in lo,al
mar'et as &ell as international mar'et. A%ter augmenting t(e ad*ertisements and a%ter /eing
made a&are a/out t(e ne& ,ompetitors: strateg) 7 ,ustomer demand1 so ,ustomers ,an /e
attra,ted to /u) more. A%ter sol*ing t(e produ,t:s repla,ement pro/lem1 ,ompan) ,an sell
more sto,' so%t drin'.
FROM THE RESEARCHER5S POINT OF VIEW
Being in t(e %ield &or'1 I ,ame into ,onta,t &it( Dealer:s 7 retailers and in,rease and
enri,(ed m) 'no&ledge regarding mar'eting %ield.
0B


I (a*e also in,reased m) 'no&ledge a/out mar'et li'eF =
W(at t(e ,onsumer &antS
W(at is t(e retailer pro/lemS
W(at strateg) distri/utor %ollo&s to sell t(eir produ,t to retailersS
.(e retailer reCuirement t(roug( t(e ,ompan) produ,t is 'no&n during t(e %ield &or'
I also gained proper insig(t regarding ,ompan):s poli,) to&ards retailers 7 distri/utor.
.(is pro+e,t (elped me to get pra,ti,al e@perien,e o% mar'et. .(is pra,ti,al e@perien,e
en,ouraged me in impro*ing e%%i,ien,) 7 s'ill o% mar'et and mar'et strategies.
59


CHAPTER A
OBJECTIVES
Pr,*r- O4/!"#8!s: '
.o 'no& mar'et strengt( o% Pepsi in Ran,(i area.
.o 'no& a/out t(e distri/ution s)stem o% Pepsi in Ran,(i.
.o %ind out t(e sales le*el o% Pepsi in ,omparison to t(e ,o'e.
S!"$)(*r- O4/!"#8!s: '
.o 'no& t(e per,entage o% ,arats o% Pepsi and its ,ompetitor.
.o determine t(e *isi/ilit) o% Pepsi in t(e retailer -utlets.
.o %ind out t(e Retailer:s per,eption a/out t(e Pepsi produ,ts.
5#


CHAPTER B
RESEARCH METHODOLOGY
Resear,( ma) /e de%ined as t(e sear,( %or 'no&ledge t(roug( an o/+e,ti*e and
s,ienti%i, met(od o% %inding solution o% pro/lem. Resear,( Met(odolog) is a &a) to
s)stemati,all) sol*e t(e resear,( pro/lem. It in,ludes *arious steps t(at are generall)
adopted /) a resear,( pro/lem along &it( t(e logi, /e(ind t(em. During m) resear,( I
(a*e adopted t(e %ollo&ing resear,( design.
M*r3!# R!s!*r"1
.(e purpose o% mar'et resear,( is to pro*ide in%ormation1 &(i,( &ill aid management
de,ision=ma'ing. Mar'eting managers are ,ommissioned to underta'e mar'eting resear,(
and %ormal studies on spe,i%i, pro/lems and opportunities. .(e) ma) reCuest a mar'eting
sur*e)1 a produ,t pre%eren,e test1 a sales %ore,ast %or a region or a resear,( ad*ertising
e%%e,ti*eness. It &as %elt t(at to o/tain more in%ormation intense stud) &it( pra,ti,es &as
reCuired %or understanding t(e su/+e,t. .(e /asi, aim o% t(e stud) is to anal)4e t(e mar'et
s(are o% PPSI in produ,t mar'et &it( its ,ompetitor.
In t(is Pro+e,t I (a*e applied DSCRIP.IH RSARCH /e,ause Des,ripti*e Resear,(
aims at %a,t %inding and more o%ten is /ased on sur*e)s. It is purpose to des,ri/e t(e
present state o% a%%airs o% topi, o% stud). .(e resear,(er (as little ,ontrol o*er t(e
*aria/les in*ol*ed and (e merel) reports &(ate*er is o,,urring or (as o,,urred. It is o%ten
re%erred to Post Q %a,to stud). It pro*ides /asi, in%ormation %or %ormulating more
50


sop(isti,ated studies. Data are ,olle,ted /) one or more met(ods o% o/ser*ation1
inter*ie&ing and a mail Cuestionnaire.
B.: RESEARCH DESIGN
A resear,( design is t(e spe,i%i,ation o% t(e met(ods and produ,ers %or a,Cuiring t(e
in%ormation needed. A,,ording to m) resear,( design1 I (a*e per%ormed t(e %ollo&ing
steps in pro+e,tF=
STEPS:
#) Determining t(e o/+e,ti*e o% t(e pro+e,t.
0) $inding out its S,ope.
5) Resear,( met(od to /e adopted
8) Sour,es o% data.
;) Met(od o% data ,olle,tion.
>) Con,luding %ield sur*e) %or data ,olle,tion.
?) C(e,'ing o% t(e data.
A) Preparing t(e %inal pro+e,t report.
55


B.; RESEARCH PROCESS
58


$ig1no=#0
.(ere ma) /e di%%erent t)pes o% data and in%ormation. Some o% t(e in%ormation ma) /e
pu/lis(ed and some unpu/lis(ed1 some is ,omplete and some is in,omplete1 some are
relia/le and some are /iased. It is ne,essar) %or t(e resear,(er to 'no& t(e 'ind o%
in%ormation &(i,( is usuall) emplo)ed in mar'eting resear,( &or' and t(e t)pe o%
sour,es %rom &(i,( it is generall) ,olle,ted. .(e resear,( pro/lem de,ides t(e nature
o% sour,es o% data. .(e) are primar) and se,ondar) data.
PRIMARY DATA:
Primar) data is /eing ,olle,ted during t(e ,ourse o% as'ing Cuestions /) per%orming
sur*e) Q primar) data is o/tained t(roug( respondents1 Cuestionnaire or t(roug(
personal inter*ie&. I (a*e ,olle,ted t(e primar) data t(roug( J&!s#$))*r!.
SECONDARY DATA:
Se,ondar) data are t(e data alread) a*aila/le in t(e %orm o% print materials1 &e/site
,ontents1 +ournals et,. I (a*e used some maga4ines1 &e/sites and ,ourse materials %or
t(at purpose.
RESEARCH INSTRUMENTS:
5;


I (a*e used t(e a,( Retail -utlets1 Dealer s(eet in m) resear,( pro,ess &(i,( (ad
/een ,are%ull) designed 'eeping all o/+e,ti*e in mind. Most o% t(e data ,olle,ted in t(e
s(eet are *er) ,lose ended in nature.

SAMPLING PLAN:
.(e pro,ess o% ,olle,ting o/ser*ation %rom t(e elements o% large population ma) /e
e@pensi*e1 time ,onsuming and di%%i,ult. It &ill /e ,(eaper and Cui,' to ,olle,t
in%ormation %rom a sample plan o% t(e population. A sample is %ra,tion o% su/set o%
population t(roug( a *alid statisti,al pro,edure so t(at it ,an /e regarded as
representati*e o% t(e entire population. .(e *alid statisti,al pro,edure o% dra&ing
sample %rom t(e population is ,alled sampling. Sampling plan ,onsists o% %ollo&ing
elementsF=
S*,.6! &)#F = M) sample unit &as t(e people selling ,old drin's1 so it is ,lear t(at
sample unit is not(ing /ut *aria/les to /e studied.
U)8!rs!: ' .(e &ord uni*erse re%ers to t(e total items a/out &(i,( in%ormation is
desired. So t(e uni*erse o% m) resear,( &as /road mar'et o% Ran,(i.
S*,.6! Fr*,!: ' .(e entire list1 &(i,( ,ontains t(e sample units1 is 'no&n as
sample %rame. In t(is ,ase m) sample %rame &as segment in Ran,(i Area.
Ar!* C$8!r!(: =
*F G&(r C1$H3
4F L*6/1r/ R$*(
"F #1*r.*3)*
(F )(r*.&r
5>


!F .s3*,$r
%F M$r1*4*(
0F 83*s
1F P6*9* R$*(
F N*,3&,
S*,.6! S9!: ' .(e larger t(e sample t(e more a,,urate t(e result &ill /e /ut
pra,ti,all) it is not %easi/le to sur*e) t(e entire target population or e*en its su/stantial
portion also. In t(is pro+e,t /eing a&are o% time and ,ost ,onstraints1 sample si4e &as
;;D r!#*6!rs /elonging to *arious ,ategories 7 :; D!*6!r5s.
C$)8!)!)"! S*,.6)0 M!#1$(: ' Personal inter*ie& is a met(od in &(i,( an
inter*ie&er o/tains in%ormation %rom t(e respondents in %a,e Q to Q %a,e meeting.
Sele,tion o% sample a,,ording to t(e ,on*enien,e is ,on*enien,e sampling met(od.
6uestionnaire is %illed /) using ,on*enien,e sampling met(od.

5?



CHAPTER C
DATA ANALYSIS + INTERPETITION
F$r D!*6!r5s
>. : W1"1 #-.! $% s1$. -$& s!6!"#!( #$ s!66 P!.s .r$(&"#sK
T*46!. )$ : :D
S1$.s N$. $% D!*6!r5s L $% R!s.$)(!)#s
Con*enien,e S(op 8 55<
ater) S(op ; 80<
Gro,er) S(op 5 0;<
.otal #0 #99<
S*,.6!S9!':;
Gr*.1"*6 R!.r!s!)#*#$) F0. )$ ':=

5A


I)#!r.r!#*#$)
O&# $% :; D!*6!r5s
It is %ound t(at dealer:s pre%er to sell 80< to ater) s(op.
And1 55< to ,on*enien,e1 0;< to Gro,er) S(op.
So1 it s(o&s t(at ma@imum no. o% dealer:s &ant to sell Pepsi produ,ts to *er)
S(ops.
>. ; H$H s*#s%!( *r! -$& H#1 Vs "$$6!r $% P!.sK
T*46!. )$: ::
D!"s$) N$. O% D!*6!r5s L $% R!s.$)(!)#s
Jes ? ;A<
2o ; 80<
.otal #0 #99<
S*,.6! S9! ' :;
Gr*.1"*6 R!.r!s!)#*#$) F0. )$ ':<
5B


I)#!r.r!#*#$)
O&# $% :; D!*6!r5s
It is %ound t(at ;A< Dealer:s satis%ied &it( Pepsi:s Hisi Cooler.
And1 80< are not satis%ied &it( Pepsi:s Hisi Cooler.
So1 it s(o&s t(at ma@imum dealer:s satis%ied &it( Pepsi:s Hisi Cooler.
>.= H1*# s -$&r %*8$r#!s C.S.D $% P!.sK
T*46!. )$: :;
Br*)(s N$. $% D!*6!r5s L $% R!s.$)(!)#s
Pepsi ; 8#<
89


Mountain De& 5 0;<
? up 0 #?<
Miranda 0 #?<
.otal #0 #99<
S*,.6! S9! ' :;
Gr*.1"*6 R!.r!s!)#*#$) F0. )$ ':A

I)#!r.r!#*#$)
O&# $% :; D!*6!r5s
It is %ound t(at 8#< dealer:s pre%er Pepsi.
And1 some dealer:s pre%er #?< ? up1 0;< Mountain De&1 #?< Mirinda
So1 it s(o&s t(at ma@imum dealer:s pre%er Pepsi.
>.< H$H s*#s%!( H#1 #1! "r!(# %*"6#!s $% P!.sK
T*46!. )$::;
S*#s%*"#$) L!8!6 N$. D!*6!r5s L $% R!s.$)(!)#s
Her) Satis%ied 5 0;<
6uite Satis%ied ; 80<
2eit(er Satis%ied nor
Dissatis%ied
# A<
6uite dissatis%ied 0 #?<
8#


Her) Dissatis%ied # A<
.otal #0 #99<
S*,.6! S9! M :;
Gr*.1"*6 R!.r!s!)#*#$) F0. )$ ':B
I)#!r.r!#*#$)
O&# $% :; (!*6!rs5
It is %ound t(at A< dealer:s are 2eit(er Satis%ied nor Dissatis%ied.
And ot(ers are 0;< Her) Satis%ied1 80< 6uite Satis%ied1#? < 6uite
dissatis%ied1 A< Her) Dissatis%ied.
So1 it s(o&s t(at ma@imum dealer:s are Cuite satis%ied.
>. A. H$H ,&"1 -$& s*#s%!( H#1 #1! (!*6!r 4$*r( $% P!.sK
T*46!. )$: :=
S*#s%*"#$) L!8!6 N$. $% D!*6!r5s L $% R!s.$)(!)#s
Her) Satis%ied 0 #?<
6uite Satis%ied > ;9<
2eit(er Satis%ied nor
Dissatis%ied
# A<
6uite dissatis%ied 0 #?<
80


Her) Dissatis%ied # A<
.otal #0 #99<
S*,.6! S9! M :;
Gr*.1"*6 R!.r!s!)#*#$) F0. )$ :C
I)#!r.r!#*#$)
O&# $% :; D!*6!r5s
It is %ound t(at A< dealer:s are 2eit(er Satis%ied nor Dissatis%ied.
And ot(ers are#?< Her) Satis%ied A<Her) Dissatis%ied#?< 6uite dissatis%ied
;9<6uite Satis%ied.
So1 it s(o&s t(at ma@imum dealer:s are Satis%ied.
>. B Ar! -$& s*#s%!( H#1 #1! (s#r4&#$) s-s#!, $% P!.sK
T*46!. )$::<
S*#s%*"#$) L!8!6 N$. $% D!*6!r5s L $% R!s.$)(!)#s
Her) Satis%ied 5 0;<
6uite Satis%ied 8 55<
2eit(er Satis%ied nor
Dissatis%ied
0 #?<
6uite dissatis%ied 0 #?<
Her) Dissatis%ied # A<
.otal #0 #99<
85


S*,.6! S9! M :;
Gr*.1"*6 R!.r!s!)#*#$) F0. )$ ':?
I)#!r.r!#*#$)
O&# $% :; (!*6!rs5
It is %ound t(at 55< dealer:s are Cuite satis%ied.
And ot(ers are A<Her) Dissatis%ied1 #?<6uite dissatis%ied1 #?<
2eit(er Satis%ied nor Dissatis%ied1 0;<Her) Satis%ied.
So it s(o&s t(at ma@imum dealer:s are Cuite satis%ied &it( distri/ution s)stem o%
Pepsi.
>. C D$!s #1! P!.s 4$*r( ,*3! *8*6*46! $% P!.s .r$(&"#s ) s&,,!r s!*s$)K
T*46!. )$::A
D!"s$) N$. $% D!*6!r5s N$. $% R!s.$)(!)#s
Jes ; 80<
2o ? ;A<
.otal #0 #99<
Sample Si4e Q #0
Gr*.1"*6 R!.r!s!)#*#$) F0. )$ ':@
88


I)#!r.r!#*#$)
O&# $% :; (!*6!rs5
It is %ound t(at ;A< dealers sa) no.
And 80< dealers sa) )es.
So1 it s(o&s t(at ma@imum dealers sa) Pepsi /oard doesn:t ma'e a*aila/le Pepsi
produ,ts in summer season.

C.: DATA ANALYSIS + INTERPETITION
F$r R!#*6!r5s
6. # W1"1 4r*)( ($ -$& .r!%!r #$ s!66K

T*46!. )$::C
Br*)( N$. $% R!#*6!rs L $% R!#*6!rs
Pepsi
#09 ;;<
Co,a Q Cola #99 8;<
.otal 009 #99<
S*,.6!S9!';;D
8;


Gr*.1"*6 R!.r!s!)#*#$) F0. )$ ';D

I)#!r.r!#*#$) :
O&# $% ;;D r!#*6!rs:
It is %ound t(at ;;< Retailers pre%er to sell PPSI
W(ereas 8;< Retailers pre%er to sell C-CA=C-3A.
So1 it s(o&s t(at ma@imum retailer pre%er Pepsi.
>. ; W1"1 4r*)( $% "$6( (r)3s -$& 3!!. ) -$&r s#$"3K

T*46!. )$::?
Br*)(s N$. $% R!s.$)(!)#s L $% R!s.$)(!)#s
Pepsi #0> ;?<
Co'e B8 85<
.otal 009 #99<
Sample Si4e Q 009
Gr*.1"*6 R!.r!s!)#*#$) F0. )$ ';:
8>




I)#!r.r!#*#$)
-ut o% 009 Retailer:s
It is %ound t(at ;?< retailer:s 'eep more sto,'s o% Pepsi.
And1 ot(er 85< o% Co'e.
So1 it s(o&s t(at ma@imum retailer:s 'eep sto,' o% Pepsi.
>. = W1"1 4r*)( $% P!.s -$& 3!!. ) -$&r s#$"3K
T*46!. )$::@
Br*)(s N$. $% R!s.$)(!)#s L $% R!s.$)(!)#s
Pepsi A9 5?<
Mountain De& 89 #A<
?up 5; #><
Sli,e 89 #A<
Mirinda 0; ##<
.otal 009 #99<
Sample Si4e Q 009
Gr*.1"*6 R!.r!s!)#*#$) F0. )$ ';;
8?


I)#!r.r!#*#$)
O&# $% ;;D R!#*6!r5s
It is %ound t(at 5?< Retailer:s 'eep sto,'s o% Pepsi.
And ot(ers are 'eeping Mountain De&1 ?up1 Sli,e1 Miranda.
So1 it s(o&s t(at ma@imum retailer:s 'eep more sto,'s o% Pepsi.
>. < H1"1 4r*)( *r! ,$s#6- .r!%!rr!( 4- C&s#$,!r5sK
T*46!. )$:;D
Br*)(s N$. $% R!s.$)(!)#s L $% R!s.$)(!)#s
Pepsi ##; ;8.0<
Co'e #9; 8;.A<
.otal 009 #99<
Sample Si4e Q 009
Gr*.1"*6 R!.r!s!)#*#$) F0. )$ ';=
8A



I)#!r.r!#*#$)
O&# $% ;;D R!#*6!r5s
It is %ound t(at ;0< Customer:s pre%erred Pepsi produ,ts.
And1 ot(ers are pre%erred ,o'e produ,ts.
So1 it s(o&s t(at Ma@imum ,ustomers pre%erred Pepsi produ,ts.
>. A H1"1 4r*)(s $% 8s "$$6!r -$& 1*8!K
T*46!. )$:;:
Br*)(s N$. $% R!s.$)(!)#s L $% R!s.$)(!)#s
Pepsi #09 ;;<
Co'e #99 8;<
.otal 009 #99<
Sample Si4e Q 009
Gr*.1"*6 R!.r!s!)#*#$) F0. )$ ';<
8B



I)#!r.r!#*#$)
O&# $% ;;D R!#*6!r5s
It is %ound t(at 8;< retailer:s are (a*ing Co'e *isiU ,ooler.
And ;;< are (a*ing Pepsi *isiU ,ooler.
So1 it s(o&s t(at ma@imum retailer:s are (a*ing Co'e *isiU ,ooler.
>. B Ar! -$& s*#s%!( H#1 #1! (s#r4&#$) s-s#!, $% P!.sK
T*46!. )$:;;
De,ision 2o. o% Respondents < o% Respondents
Jes #;; >?<
2o ?; 55<
.otal 009 #99<
Sample Si4e = 009
Gr*.1"*6 R!.r!s!)#*#$) F0. )$ ';A
;9



I)#!r.r!#*#$):
O&# $% ;;D R!#*6!r5s
It is %ound t(at >?< re*iler:s are satis%ied &it( Pepsi distri/ution S)stem.
And 55< are satis%ied &it( Co'e.
So1 it s(o&s t(at Pepsi (as a /etter distri/ution.
>. C Ar! #1! (!*6!rs ,*3! *8*6*46! #1! .r$(&"#s $% P!.s ) s&,,!r s!*s$)K

T*46!. )$:;=
D!"s$) N$. $% R!s.$)(!)#s L $% R!s.$)(!)#s
Jes B9 8#<
2o #59 ;B<
.otal 009 #99<
Sample Si4e Q 009
Gr*.1"*6 R!.r!s!)#*#$) F0.)$';B
;#



I)#!r.r!#*#$)
O&# $% ;;D R!#*6!r5s
It is %ound t(at ;B< retailer:s sa)s no.
And 8#< sa)s )es.
So1 it s(o&s t(at ma@imum retailer:s sa)s dealers don:t ma'e a*aila/le o% Pepsi
produ,ts in summer season.
C.; DISTRIBUTION CHANNEL
All t(e mar'et intermediaries (Sole selling agents1 &(ole sellers1 distri/ution1 retailers et,.)
used /) t(e produ,er %or t(e purpose o% ma'ing t(eir produ,ts a*aila/le to users are
,olle,ti*el) ,onstituting t(e distri/ution ,(annel.
R$6! $% Ds#r4&#$) C1*))!6
Pro*ide Ds#r4&#$) E%%"!)"- to manu%a,tures
Suppl) produ,ts in reCuired Ass$r#,!)#s
;0


Help M!r"1*)(s)0 t(e produ,t
Help implement t(e Pr"! M!"1*)s,
P1-s"*6 Ds#r4&#$) +F)*)")0
C1*)0! A0!)# + 0!)!r*#! D!,*)(
P()si,al distri/ution o% goods and produ,ts is a pro,ess o% rea,(ing out to t(e ,ustomer. A%ter
t(e produ,tion pro,ess is o*er t(e main ,on,ern %or a ,ompan) is (o& to ma'e t(at produ,t
a*aila/le at t(e nearest s(op o% t(e target ,ustomer. $or t(is t(e ,ompan) needs to (a*e an
e%%e,ti*e distri/ution net&or' &(i,( is ,ost e%%e,ti*e1 rea,(es to e*er) noo' and ,orner o% t(e
target mar'et and deli*ers t(e goods to t(e s(op on time so t(at t(ere is no s,ar,it). .(us a
,ompan) needs to (a*e a *er) ,lear ,ut understanding o% t(e geograp(ies o% t(at parti,ular
area %or an e%%e,ti*e distri/ution ,(annel. Basi,all) t(ere are t&o t)pes o% mar'et *i4. ur/an
mar'et and rural mar'et. Bot( t(e mar'ets are *er) di%%erent %rom ea,( ot(er in term o%
pre%eren,e1 %reCuen,) o% goods sold1 pri,e and Cualit). Wit( respe,t to so%t drin's it (as
/een seen t(at t(e %reCuen,) o% sale %aster in t(e ur/an mar'et. .(us t(e distri/ution net&or'
(as to /e more prudent in t(e ur/an mar'et.
C.= STRUCTURE OF THE ORGANISATION

C1*r,*)
Pr!s(!)#
U)# M*)*0!r
TDM
ADC
Customer @e,uti*e Customer @e,uti*e
Distri/uters
Route Agents
Distri/uters
Route Agents
Helper Helper
;5



$ig.no=0?
CHAPTER '?
OBSERVATION + FINDINGS
Dealer sur*e) or retailer sur*e) is one o% t(e most a,,urate met(ods to 'no&n a/out t(e
mar'et s(are o% a ,ompan) and it is espe,iall) true %or so%t drin's ,ompanies. So%t drin'
mar'et is t)pi,all) ,(ara,teri4ed /) ,(anges in t(e sto,' position e*er) da).
;8


In order to (a*e a good 'no&ledge a/out t(e mar'et and t(e route it &as important %or me to
mo*e along &it( t(e Pepsi *e(i,le. .(is (elped me to 'no& a/out
2um/er o% dealers in t(e ,(o'er mar'et
3o,ation o% t(e dealers
.)pe o% dealers
Mar'et s(are
3earning in t(e ,lassrooms and learning pra,ti,all) are t&o di%%erent t(ings. So %or t(e %irst #9
da)s I mo*ed along &it( t(e Pepsi *e(i,le intera,ting &it( t(e retailers and tr)ing to /uild up
a rapport &it( t(em. $rom t(is I also ,ame to 'no& (o& to deal &it( di%%erent t)pes o%
retailers and (o& to ,on*in,e t(em. $eed/a,' %rom t(e retailers (elped me to %ind out &(ere
t(e Compan) &as la,'ing in terms o% ser*i,e pro*ided and also (o& t(e ,ompetitors %ared on
t(e same parameters. .(ese %eed/a,' (elp t(e ,ompan) to impro*e its ser*i,es and as su,(
in,rease retailer satis%a,tion &(i,( in turn results in /etter sales and re*enue generation. .(us
appropriate mar'eting strategies ,an /e &or'ed out /ased upon t(e %indings
.
W(ile ,ondu,ting t(e sur*e) o% t(e dealers a %ormat &as pro*ided to me /) t(e ,ompan)
&(i,( I personall) %illed up /) inter*ie&ing all t(e retailers in t(e 2am'um1 Gudri ,(o&'1
.(adpa'na and Mor(a/adi .
NUMBER OF OUTLETS:
;;


In 2am'um1 *i'as1 .(adpa'na1 Mor(a/adi1 Indrapuri1 pis'a mor and Pla4a road Tarea. .(ere
are 009outlets selling so%t drin's out o% &(i,( around #; are Pepsi e@,lusi*e outlets and 5 are
,o,a=,ola e@,lusi*e outlets. Rests are selling /ot( t(e /rands. Also t(ere are t(ree t)pes o%
outlets in Ran,(i.
Con*enien,e outlets &(i,( in,ludes general stores1 /eetle s(ops1 medi,al stores and ot(er
.)pes o% s(ops
Gro,er) outlets &(i,( in,ludes s(ops selling gro,er).
ater) &(i,( in,ludes restaurants1 %ast %ood +oints et,.
N&,4!r $% #$#*6 $&#6!#s
.otal num/er o% outletsF ;;D
O&#6!# #-.! O&#6!# )&,4!rs
C-2HI2I2C ?9
GR-CRJ >;
A.RJ A;
.(e mar'et s(ares o% Pepsi and Co,a ,ola o% 2am'um1 Gudri ,(o&'1 .(adpa'na and
Mor(a/adi are /eing determined in t(e su/seCuent pages o% e*er) outlet.

?.: FINDINGS FOR DISTRIBUTION CHANNEL
;>


Compan) must a*ail ne& route *e(i,le to ,ater properl) to t(e retailers.
Compan) must e@plore t(e interior areas and tr) to ma'e ne& outlets o*er
t(ere.
Compan) must regularl) monitor on t(e distri/utors.
Suppl) o% t(e produ,ts s(ould /e properl) maintained in order o% not loosing
t(e ,ustomer.
Compan) must pro*ide a gi%t or /onus to t(e salesman and distri/utors.
Compan) must distri/ute a gi%t and s,(emes t(roug( a proper ,(annel.
Gi*e more s,(emes to retailers in ,omparison o% o%%ers to ,onsumer1 so t(at
t(e) pur,(ases Pepsi produ,ts more /e,ause ,onsumers are not too /rand lo)al
in terms o% ,onsuming ,ar/onated ,old drin'1 i% t(e) don:t get produ,t t(e)
ma) go %or Co'e produ,t and *ise=a=*ersa. Here a*aila/ilit) o% produ,t is more
important in retail outlets.
Gi*e more ser*i,e in terms o% gi*ing TBanners1 Posters1 De,orated gates1 Wall
,lo,'s1 ,alendars1 /e,ause TOP OF THE MIND ALWAYS RECALLS.
Pepsi s(ould maintain t(e regularit) o% suppl) to meet t(e demand. It (as /een
seen t(at t(e suppl) o% Mineral &ater (ACua%ina) is irregular.
Periodi, %eed/a,' s(ould /e ta'en %rom Hostels regarding ser*i,e and Cualit)
and tr) to implement t(em.
Compan) s(ould tr) to ma'e more agreement %rom t(e (otel as t(e sale o% t(e
C.S.D is large.
More support li'e gi*ing opener and .=S(irts to t(e emplo)ee o% t(e (otel.
;?


Compan) must en,ourage t(e (ig( selling ,ounters /) pro*iding in,enti*es and
ot(er e@tra /ene%its.
Compan) must ,olla/orate &it( Big (otel o&ners and sell t(ere produ,t
t(roug( t(ese ,(annel.
CHAPTER'@
LIMITATIONS
;A


.(e sample si4e and area &as limited1 as a result o% &(i,( t(e sur*e) represents *er)
small per,entage o% t(e total population o% Ran,(i.
.(e pro+e,t period &as onl) %or si@t) da)s &(i,( &as not su%%i,ient to ,o*er t(e &(ole
area.
.(e person inter*ie&ed did not gi*e enoug( time to ans&er t(e Cuestionnaire.
Some o% t(e people inter*ie&ed s(o&s t(at t(e) don:t (a*e enoug( 'no&ledge a/out
t(e Pepsi:s produ,ts. It s(o&s t(e la,' o% produ,t 'no&ledge among people.
As t(e e@pertise in t(e %ield o% pro+e,t ,ondu,ted &as not proper1 t(e per%orman,e &as
(ammered &(i,( a%%e,ted m) sur*e).
Man) outlets (a*ing ,ooling eCuipment pro/lem.
3a,' o% ad*ertising and sales promotion.
3a,' o% signage at *arious outlets.
Improper suppl) o% *arious produ,ts /) t(e Route Agent to t(e Retailer.
Poor distri/ution ,(annel o% %e& distri/utions.
CHAPTER':D
SUGGESTIONS
;B


A%ter anal)4ing t(e %a,t &e ,ame to t(e ,on,lusion t(at PPSI is undisputed mar'et
leader. .(is ,on,lusion is /ased on o*erall in%ormation ,olle,ted %rom *arious
distri/utors1 retailers1 mar'ets and ,onsumers. .(e) are (a*ing an edge o*er ot(er so%t
drin' produ,er in t(e mar'et. .(e) are doing *er) good in t(e ,urrent s,enario1 /ut
t(e) need some o/+e,t oriented and /it d)namism in t(e strateg) in t(e outs'irt.
.o in,rease t(e mar'et s(are penetration le*el must /e in,rease. .(is ,an done /)
/uilding good relations(ip &it( distri/utor1 retailer and end user
All /rands s(ould /e ma'ing a*aila/ilit) &ill also in,rease *isi/ilities1 &(i,( in
turn in,rease t(e sale.
.o in,rease t(e *isi/ilit) more *isi ,ooler ,an /e distri/uted and displa) ,an /e
made.
Pepsi distri/uted ,an ,on*in,e retailer %or entering into agreement %or e@,usi*e
outlet &it( some e@tra /ene%it.
.(e ,ompan) s(ould ,on,entrate more on A%ter and Presales Ser*i,es
.(ere s(ould /e Good /alan,e /et&een Produ,tion and Sales.
.(us t(e SMH /e*erages (Jams(edpur) (a*e an up,oming /rig(t %uture in t(e %uture
)ears. .(e training at PPSI taug(t me t(at ,lassroom stud) is not an end /ut is mean
to a,(ie*e )our goals. .(e stint at PPSI &ill go on long &a) in en(an,ing m) li%e as a
student as li%e is %ull o% learning one /eing student t(roug(.
>9


CHAPTER'::
CONCLUSION
Promotion is a &ide ,on,ept a%ter stud)ing and anal)4ing t(e mar'et promotion
a,ti*it) t(e ,on,lusion dra&n is t(at t(ere s(ould /e an integrated mar'eting
,ommuni,ation. -nl) t(en it &ill (a*e positi*e impa,t on sales.
A good understanding o% t(e mar'et &as a,,omplis(ed as around 099 outlets &ere
spo'en to and t(at group ,onsisted o% a *ariet) o% people and ,ustomers. .(is e*en
(elped in t(e polis(ing o% ,ommuni,ation s'ills1 a must=(a*e to sur*i*e and ma'e it
/ig in t(e present &orld. It e*en ga*e a good understanding o% /e(a*ior o% ,(annel
people and ,ustomers &(en pla,ed in di%%erent situations. It &as a good opportunit) to
&or' on t(e s'ill o% patien,e1 as a large num/er o% outlets &ere to /e dealt &it(. It
(elped in de*eloping t(e 'ind o% relations one needs to up(old in t(e ,orporate &orld
and it (elped in /uilding up t(e rig(t attitude.
As all t(e points in t(e a/o*e mentioned paragrap(1 are t(e must=(a*e s'ills %or an)one
in t(e %ield o% Mar'eting and Sales1 t(e training period &as a good e@perien,e and a
good stepping stone into t(e real /usiness &orld.
As a %uture line o% resear,(1 t(e Mar'eting and Sales ,ould o%%er pro+e,ts li'e:
Anal)sis Impa,t o% ad*ertisements on t(e Sales o% a parti,ular produ,t
Anal)sis o% ma+or trends in t(e Indian 2on=Al,o(oli, Be*erage mar'et
Anal)sis o% ,(anging trends in t(e mar'et a,ti*ation %or PPSI produ,ts
>#


CHAPTER':;
BIBLIOGRAPHY
BOOK5S:
!otler P(ilipF Mar'eting Management1 ele*ent( edition1 C.R. !ot(ariF Resear,(
Met(odolog) (Met(ods 7 .e,(niCues)1 Se,ond dition1 2e& Age International Pu/lis(ers1
2e& Del(i.
MAGGINES:
Business .oda) Ma) #81 09#9
Business World June B1 09#9
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