A

PROJECT Report 0n

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Submitted In Partial Fulfillment for the Degree of Master of Business Economics&finance BUNDELKHAND UNIVERSITY, JHANSI

Submitted to: Dr. ANUP Singh ASSI.PRO,IEF, B.U., JHANSI

SubmittedBy: RAMDAYAL GUPTA MBEF 2nd year ROLL NO-10502013

PREFACE

There is more than one factor at work, which can ensure the true compaction of project report it is not the idea held on certain topic that matter but it is a complete psychological process and there for requires and in depth knowledge of the process of a project. The project includes an overview of Soft Drink Company. Pepsi Language Channel of distribution research methodology analysis and outlet interview. I have thoroughly scientifically discussed all these topics. The various and varied aspect of the problem has been logically discuss and systematically presented in a simple language, event the minute problem have been highlighted. At certain places alternative solution of the problem have also been made to widen we does horizon. In order to facilitate recapitulation and better grasp of the project, the assignment has been categorized as theoretical and practical assignment.

Acknowledgement
This project report had been possible through the direct and indirect co-operation of various person for whom I wish to express my appreciation and gratitude. First and fore most I am devoted for the concern by which I found a chance to the study. It is always pleasurable or feeling an excitement of doing work under guidance of teachers. I am grateful to Dr. ANUP Singh for his valuable an encouragement in my Academic endeavor. I am thankful to all faculty members colleagues friend and respondent of BAZPUR city whose cooperation helped me for complete my project. I am beholden to my parents and other family member for their blessing and encouragement, Last but not least my sincere thanks to my mentor to Dr.ANUP SINGH who allowed me permission to work under his guidance and played a role of torch bearer to make this report.

RAM DAYAL GUPTA M.B.E.F 4rd Sem B.U. ,JHANSI

PROJECT PROPOSAL SHEET

PROJECT TITLE:
A THOUGHTFUL STUDY OF PEPSI IN BAZPUR AND NEARBY AREA MARKET

NAME OF ORGANIZAYION: . NAME OF STUDENT: INCHARGE OF PROJECT: FACULTY GUIDE: PROJECT DURATION: RESEARCH AREA: METHODOLOGY APPLIED: -

PEPSICO INDIA HOLDING LTD RAM DAYAL GUPTA Dr.ANUP SINGH Dr. ANUP SINGH 30 DAYS BAZPUR PERSONAL INTERVIWE WITH OUTLET

STUDENT DECLARATION
This project has been undertaken as a partial fulfillment of the requirement for the degree of M.B.E.F of BUNDELKHAND UNIVERSITY JHANSI This project was executed during the written break offer the third semester under the supervision of Dr. ANUP Singh further I declared that this project in my original work & the analysis and finding are academic purpose only.

RAM DAYAL GUPTA M.B.E.F 4rd Sem B.U. ,JHANSI

INDEX
Preface Acknowledgement Project proposal sheet Student declaration

Table of Contents CHAPTER -1 CHAPTER-2 Introduction

Company profile

Origin of Pepsi Indian story of Pepsi . PepsiCo India Pepsi India journey Pepsi India turnover Pepsi bottling plant Bazpur Different flavors of Pepsi Department in PepsiCo ..... Organization structure Channels of distributor in PepsiCo Pepsi Business ....` Front line Market unit Business unit Organization structure Franchise Organization structure Support center Beverage consumption Products
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People The product mix of Pepsi Pepsi language Objective Market concepts ....

CHAPTER-3 Research Methodology CHAPTER-5 S W O T analysis CHAPTER-6 My findings CHAPTER-7 My suggestion . CHAPTER-8 Limitation CHAPTER-9 Conclusion
Questionnaire Bibliography

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INTRODUCTION
This project report is prepared for the submission to the BUNDELKHAND UNIVERSITY, JHANSI. This project was prepared during the summer training conducted in consecutive eight week in PEPSICO INDIA HOLDING PVT. LTD It was based on theoretical/practical knowledge gained by the survey. The theme of the survey is the measurement of market share of Pepsi in BAZPUR. The soft drink industry is sure to enter a booming phase in near future and the drinks will be available any where. To dominate the market share. Proper strategy should be formulated, and for this a pulse of the market should be taken consistently, since there is no independent market research agency that tracks retail sales, so from time to time research projects are undertaken and this project was a endeavor in that direction previously there was no competition in the Indian soft drinks market, but will all these companies coming in the Indian market, a huge competition was taken place with high voltage advertisement. The industry is in the midst of mature phase and his distribution network dominates keeps on shifting from company to another. But it is almost a duopoly market. In which players are PEPSICO INDIA HOLDING PVT LTD. and COCA-COLA (INDIA) LTD.

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ORIGIN OF PEPSI

In North Carolina, Mr. Caleb Braham who was a pharmacist by profession invented a new beverage in year 1889, which was called Brads Drinks. This brads drinks was later called PEPSI COLA. Pepsi cola trademark was registered in 1903. Braham believed marketing would be the key to Pepsi cola. He spent $1900 on advertising when he sold only 40,000 liters of syrup. In 1905, Braham build Pepsis first bottling plant. Three more plants followed soon and in 1907. He sold 50,000 liters per year. In 1909, he hired a new advertising agency.

Troubles started at the end of the world war 1st when Braham overstocked sugar at high price which subsequently dipped to rock bottom in1920, by 1922, the company was insolvent. Braham returns to his pharmacy.

ROY MERARGEL, a well street broker stopped in and reorganized in the company. However the company was running a loss each year and with the stock market crash in 1929. In 1930, Pepsi started its operation with its head office in New Ireland City, New York In 1931, the company went bankrupt a second time.

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 The very basic strategy used by Pepsi was the price competitiveness i.e. Rs.5. per year 1965 marked the success story for Pepsi Co. when it merged with Frito-lag to constitute Pepsi co international with coming together of DON KENDALL and Herman Lye.

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INDIAN STORY OF PEPSI

In 1977, a change in government at the center led to the exit of Coca-cola, which proffered to quite rather to dilute its equity to 40% in compliance with the foreign Exchange regulation Act (FERA). The banging 1980s saw the birth of another cola drink Thumps up. The Gold Spot people launched it in 1978-79, as Refreshing Cola in 1978; Parle led the Indian soft-drinks market (share 33%) with the GOLD SPOT and LIMCA brands, in 1978, and pure drinks share came down to21% as a result of growing popularity of Limca and Thumps Up. At the same time the threat to the Indian soft drinks market was that of fruit drinks. In 1988 fruit drinks market was valued at Rs.40 crores and grew at the rate of 20%, in early 1985, the government rejected the proposal R.P. Goenka Group. This involved the export the fruit juice concentrates from Punjab in return for the import of cola-concentrates. The deal offered was 3:1 export-import ratio in return for being allowed to market Pepsi in India. The Rs.22 crores Pepsi co project packaged was the second did by the U.S. headquarters MNC to enter India. Pepsi co would have an equity holding of 39%, Punjab Agro Industries Corporation (PAIC) 20% and Voltas 24%. The balanced to be financed privately from loans, a project approval board was finally set in February 1988. Pepsis share which has been originally just under 40% was whittled to about 35% and PAICs share was hiked to 40% these were mainly the issue in which Coke had left India in1977. Thus Pepsi not only accepted the

1977 conditions but also went much further. Now the Pepsi project had captured the farmers imagination.

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There was victory for Pepsi who after more then 5 years of acrimonious battle was launched in June 1990 selectively in Rajasthan, Punjab, Uttar-Pradesh and south as LEHER-PEPSI in 1991.Saw a major launch of 7UP and MIRINDA in India, which was warmly received by Indian customers and consumer. 1993 was a new beginning for fountain Pepsi (PMX). In 1994, Pepsi achieved he no.1 position in Cola branch in India in 1996 Mirinda attained No-1 position in orange beverages category. May 1998 saw a major launch of Mirinda lemon in India 70% of the total sales came from established markets of NORTH AMERICA. Pepsi has sin major branch namely Pepsi; Diet Pepsi; Mountain Dew; 7Up;Slice and Mirinda (Orange and Lemon). Mr. Ramesh Vengal was the first managing director who was here till 1992 Mr. Suman Sinha the current president took over from him after a long inning with HINDUSTAN LEVER LTD. During these years the beverages business has grown rapidly from 3-million cases to 60 million cases and is praised for countrywide leadership. PEPSI selfs upwards of 160 million cases annually through 7, 50,000 retail outlets across the country. It generates annuals sales of approximately Rs.2500 crores which includes exports of Rs.300 crore, plus a growing snack foods business in Frito lay(Sales Rs.300

crores) and a presence in the nascent juice market with TROPICANNA (sales, Rs 50 Crore). Franchise now sees the company not just as advisor as caring weight of experience. Company system and franchise system can now be properly aligned to meet required objective.
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On expanding reach and availability 80% of all cold drinks are consumed at the point of purchase (POP) rather than at home. The fountain initiative has paid off higher of countrywide and they offer consumers a whole new way experience soft drink also expending reach and availability. Coke tied up with Indian oil to setup dispensing units at petrol pumps. Pepsi followed suit by striking a deal with Bharat petroleum. Pepsi has mainly focused on brand Pepsi their strategy has been to keep pace with the market growth rate in non colas but to emerge as the definite cola they have put their might behind brand Pepsi as the flagship brand. In 1987 Pepsi ranked 29 in the fortune list of 500 largest industrial corporations in the U.S. Coca cola. Was way down at 54, while Pepsi Co. improved its position from 34 in 1986, Coca cola tumbled to 38 after massive public out cry, the company had to reintroduce the original coke classic.

Pepsi has so far made in roads 151 countries including the much-publicized ventures in the Soviet Union and china patience in PepsiCos long suit. At the base of every beverage business lays the all important secret formula of success concentrate. In India concentrate is prepared by Pepsi food Ltd. Representative of Pepsi cola international. They come, they spent, and they conquered the size of their combined business as up to more than 5500crore. The equity investment put in it tots to a humongous $1347million. Yet, almost 10 years after Pepsi and coca cola Company entered India, both are yet to turn a profit. There accumulated losses are estimated to be over Rs.800crore. In a bid to corner a large market share invariably, either Pepsi or coke ends up raising the stakes to a point where the math simply does not adds up.
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Just that the two cola giants have been in a unseemly hurry to grow the Indian market at same time, deny each other and advantage irrespective to whether it makes economical sense. in the mid 90s breakeven was pegged at 40 million faces. Todays both player together do 150 million cases, but breakeven is still elusive. The battle spilled into almost every area of operations. In early 1999, trade discounts were also unlashed. If the industry norm was around 3-4 bottles free with every case, the cola majors begin to offer 6-7 bottles. In 2000, particularly in the month coke went berserk, giving 50% discount.

Both cola warriors targeted clutch of key account about 6-7% of total retail base primarily restaurant, movie house and hotels. In many case the owner would play one against the other and drive a hard bargain. In many cases the cola companies paid close to between rs. 100 per case of expected off take at advance to secure the monopoly over the key account. The gross margin on a case returnable glass bottle was just rs. 40 in India, the single-serve PET bottles were simply not cost effective. Aluminum cans to suffer to same problem. Now every year both company had to invest fresh glass capacity and creates. Back of the envelop calculations suggest that to put an additional million bottles in the market required close to Rs. 40crore investment in glass and crates, and glass bottles had to be replaced every four years after they had done 40 cycles, during which time depreciation had been charged. Tilter Cola Company begins to concentrate to the urban centers. As soon as they posed in to the winter land, the first signs of problems surface. In a state Tamilnadu, the off take per thousand people barely 0.9. As results, when Pepsi or coke truck went into interior markets, glass simply would not come back fast,
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either consumption was low or the volumes were being split between the tow competitors. As a market leader Pepsi could have played the role of expanding the market. But that would have been completely out of character for the company. It is a bit like asking Brazilian soccer

team to adopt germen style total football. Across global market Pepsi has always reveled in grabbing share away from coke. But in India it fines itself in a peculiar position. It is the Numerous Undo brand, out selling both coke and thumps up put together. Thats helped Pepsis Indian team to build quite a reputation Pepsi has managed to constantly find ways to connect with youth. So it coke is the universal drink which cuts across age groups, Pepsi is the icon of the real cola quaffers. Young people between the ages of 15-29.

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PEPSICO INDIA HOLDING (P) LTD

Head quarter-Gorgon Present C.E.O. of PepsiCo India-Mr. Rajeev Bakshi Retirement age in Pepsico-65 years Employees-3000 Plant-40
Owned-20 Franchised-23

THE PEPSI INDIA JOURNEY IS A SUCCESS STORY

We are only a 15-year-old company. In this short time frame we have come from now here to become the 3rd largest FMCG Company in India. Brand Pepsi is the 3rd largest overall brand in India. It is also the largest food and beverage brand.

Pepsi India markets three if the strongest brand in the world.

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WE MAKE CSDs IN TWO VERITIES

Cola and Flavors Cola and Pepsi
Almost 150 countries 2.0 billion cases yearly

Orange-Mirinda
340 million cases yearly Orange is most popular flavor Available in over 17 other flavor

Lemon-lime-7Up
Over 125 countries Over 400 million cases yearly

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PEPSI INDIA TURN OVER (RS. MM)

INCLUDING FOBO SALES WE ARE A +3000 CRORE COMPANIES

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Distribution is critical
Right product Right place Right time Everyday

Growth strategy
Emerging markets Leading markets Critical mass markets Low share market

Local Growth strategy

Building infrastructure ahead of curve Bottling capacities Market equipment Strengthening bottler network Relationship Best practice sharing Training

Reach & penetration in Rural, suburban markets Exploiting indirect distribution

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 Consumer focused marketing program Events Packaging Discounts

Inverting the traditional pyramid Support our customer Support our franchise bottlers Support our employees Focus on the front line Employees who interface customers Key to our daily success Every other employee supports the front line Each role matters Each role matters to make PCI smoothly Each has a clear line of sight to the customer Each supports the work of serving the customer

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PEPSI BOTTLING PLANT BAZPUR

An India venture of the Pepsi co Inc United States opened its bottling plant at Bazpur Distt. - Udham Singh Nagar in Uttarakhand in year 1997 and bottling started from the 5 May 1998. The plant of PepsiCo India Holding (P) Ltd. At Bazpur has effective manpower of 122 that includes both line and authorities The bottling capacity of India Holding (P) Ltd. At Bazpur plant is 1,000 bottles per minute everyday. There are about 60,000 cases of bottles, which are kept for bottling purpo

The achievement of the plants include international Quality Award (IQA) for house keeping.

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DIFFERENT FLAVOURS OF PEPSI

In the plant of PepsiCo India holding (P) Ltd. There are produced different flavors in 200ml, 300ml, 1 Ltr, 1.5 Ltr.-6b, pet 18 Ltr-6b quantities. That flavors are as-

PEPSI PEPSI AHA MIRINDA LEMON MIRINDA ORANGE MIRINDA APPLE 7UP LEHAR SODA AQUAFINA DIET PEPSI MOUNTAIN DEW

DEPARTMINT IN PEPSI CO INDIA HOLDING (PVT) LTD HUMAN RESOURCES MARKETING MANUFACTURING PURCHASE ACCOUNTS QUALITY CONTROLSHIPPING

ORGNISATIONAL STRUCTURE
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UNIT MANAGER P.A.M. T.D.M.

PLANT MANAGER

U.H.R.M.

U.F.M.

HUMAN RESOURCES

MARKETING

MANUFECTURING

PURCHASE

ACCOUNT

SHIPPING

QUALITY CONTROL

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FRONT LINE Serve the customer

Territory = group of customer Four main fronts line position

Territory coordinator

Customer representation

Account development representation

Territory development manager

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MARKET UNITS Execute flawlessly

Market units = common geographical area

Territory coordinator

Customer representation

Account development representation

Plant manager

Marketing equipment manager

Unit manager

Territory development manager

Market development manager

Human resource

Finance

Market unit

Market unit

Market unit manager

Market unit

Market unit

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Business units implement resource & support

Territory coordinator

Customer representation

Account development representation

Plant manager

Marketing equipment manager

Unit manager

Territory development manager

Market development manager

Human resource

Finance

Market unit

Market unit

Market unit manager

Market unit

Market unit

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Building the business, day by day Millions of transaction everyday, each sale counts Each person plays an important role Excellence is a given

PRODUCTS
Definition of a consumer Pepsi drinkers Purchase product from our customer Pepsi plays attention to what they buy, where, when and how much Anticipate consumers trends

PRODUCTS
Carbonated soft drink International CSD industry-18.5 billion cases PBI-3.1 billion cases Pepsi cola 18% global CSD Regular CSDs are far more popular than Diet Three biggest segment of CSD industry-Cola, Orange, Lemon-lime

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Other flavors 15%

Lime lemon 25%

regular cola 45%

Orange 15%

ORGNIZATION STRUCTURE

(1)

Sales
Works with customers to ensure they are satisfied develops & communicates customers strategy organizes promotion schedule

(2)

Finance
Plans manager & reports finances Plans & manages financial decisions Financial reporting Information technology

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3) Human Resources
Develops employees skills and capabilities Recruitment Compensation and benefits Training and development

4) Marketing
Builds consumer and customer preference Studies consumers, market trends, consumption data, consumption Advertising and promotion

5) Operation
Manages production, packing, distribution Maintains plant and warehouse Enforces quality standards Maintains vehicles

6) Corporate Affairs
Work with government media, external agencies Legal / Regulatory matters Approvals Public / media images

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Franchise organization structure

Franchise bottlers

Market unit

Market unit

Franchise director franchise manager

Market unit

Market unit

Sales

Finance

Human resource

Marketing

Operation

Corporate

affairs

Business unit

Business unit

BUGM

Business unit

Business unit

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Support Center
Located in purchase, New York Provides resources, leadership, guidance

Territory coordinator

Customer representation

Account development representation

Plant manager

Marketing equipment manager

Unit manager

Territory development manager

Market development manager

Human resource

Finance

Market unit

Market unit

Market unit manager

Market unit

Market unit

Sales

Finance

Human resource

Marketing

Operation

Corporate

affairs

Business unit

Business unit

BUGM

Business unit

Business unit

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BEVERAGE CONSUMPTION (Liter/capita)

50 45 40 35 30 25 20 15 10 5 0 JUICE WATER SOFT DRINK COFFEE TEA

WORLD INDIA

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PRODUCTS
PERFORMANCE AND GROWTH Two type of growth: vertical & horizontal Horizontal growth: gaining ground geographically

PERFORMANCE AND GROWTH

Vertical growth = growing per capita consumptioSo that each person

drinks more servings.

Per Capita Consumption:Number of beverage servings each person has per year in a certain reason.

Huge opportunity on emerging markets.

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Per capita consumption

For carbonated soft drinks (8 oz. Severing)

400 350 300 250 200 150 100 50 0 USA U.K CHINA SOFT DRINK

Products
Merchandising & point of purchase
Merchandising: Making our product look their best on the shelves. POP: Sings, Posters & Banners that advertising our products.

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OUR VISION
Our vision is to be a truly global company by continuing to build a competitive and profitable worldwide refreshment beverage business.

PBIS Strategy Focus on:

Building core brands Developing resources according to market priorities Franchising as our primary route to market Building operating capabilities

The Pepsi team

Challenging and rewarding work Strong leadership Great Team Quality products Play to win

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OUR PEOPLE Career growth Training opportunity Today Is the first step
Welcome to Pepsi te

Winning at PBI Strong global brands. A growing list of strong markets. A respected and admired partner to our customers. Healthy financial returns and steady profit growth for our share holders. A great place for work. WORKING FOR PEPSICO Powerful brands Market leaders in brands 20 of the team are either No. 1 or No. 2 Know and respected in every part of the world Passion for growth Drive growth through innovation Satisfy ever changing consumer needs Our focus on growth creates big challenges and financially.

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Culture of shared principles Pepsi has a unique and admirable culture a community of talented people guided by shared principles. With our informal, inclusive work environment, we make it easier to get things done, and we take pride in doing things the right way. Commitment to results At PepsiCo, we like to win, we are committed to bring market leaders and strengthening our go-to-market system all over to world at the PepsiCo results are recognize and rewarded.

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BATTEL ON THE WATER-FRONT Water opens up a new battle front for the competing Cola giants. But given current pricing Pepsi is trying to shield. Aquafina from the discounting war. But thats not helping garner share. Heres the real threat in most Asian markets, with the exception of the Philippines, water is a far bigger business than carbonated soft drinks. Besides, waters can very easily ride on the seasonal stew in the carbonated soft drink business. Both coke Kenley and Pepsis Aquafina have to contend with Ramesh Chauhans Bisleri which is discounting heavily to build volumes in the low margin business. Aquafina has described to shield itself from the gutter fight by adopting a premium tack and not offering discounts. The fight has all the marketing of cola was as coke and Pepsi have shown, there are no fear winners in such a battle, only losers.

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THE PRODUCT MIX OF PEPSI

BOTTLES:PEPSI (Black) 200ml300ml500ml1000ml1500ml2000ml . PEPSI (Blue) MERINDA (Orange) 200ml300ml500ml1000ml1500ml2000ml. MERINDA (Lemon) 200ml300ml500ml1000ml1500ml. MOUNTAION DEW 200ml300ml500ml1000ml1500ml2000ml. 7UP 2000ml. 200ml300ml500ml1000ml1500ml 300ml500ml

SLICE (Mango)

250ml500ml1000ml.

LEHAR (Soda)300ml500ml. AQUAFINA (Water) 500ml1000ml2000ml.

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CANS:PEPSI (Aaha) 330ml. MERINDA (Orange) 330ml. PEPSI (Diet) 330ml.

PEPSI (Black) 330ml. MOUNTAIN DEW FOUNTAIN PEPSI:PEPSI 300ml. 330ml.

MERINDA (Orange) 300ml. 7UP 300ml.

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PEPSI LANGUAGE
A DISTRICT: Is a geographical area which includes a number of outlets. A ROUTE: Is a set of outlets called on by a salesman per day. CALL FREQUENCY: Is a number of times, an outlet is scheduled to be

called on by a salesman in a week.

A CALL: Is the communication which takes place between the seller the

buyer.
SELLING: The active attempt of a salesman to sell the consumer. LODING: Is the keeping of product on the truck at the plant and

warehouse.
DELIVERY: Physically delivered of the product to the buyer

MERCHANDISING:

Activity is an outlet carried out to make the

product more visible, accessible and convenient to the consumer.

PRIMARY DISPLAY: Is the main beverages usually in the store self.

SECONDARY DISPLAY: Is an additional opportunity to the display

Pepsi product and increase impulse sales.

FLOOR DISPLAY:

Creates staked on the floor to improve

visibility and accessibility of the product.

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 PROMOTIONAL DISPLAY: Is specially done to draw attention to new

packs, product promotion and special offers done in a shop window product arranged attractively using POP material.
POP: Pointing of purchase (POP) is marketing material used in outlet of

bring additional attention to the products.

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OBJECTIVE OF STUDY

The objective of study of this survey in Bazpur, for fulfilling this objective I have undergone with the following aspect: 1. To find sale of Pepsi with the other product in different outlets
2. To plan & execute a share gain drive in Bazpur.

3. To find out the growth and potent ional of soft drink (PEPSI) in different outlets.
4. To acquiring the following about the position of Pepsi product in relation

to competitors product.
5. To study market share of PEPSI in BAZPUR.

6. To study the different aspects of distribution channel adopted by Pepsi. 7. To study the relationship between cold stock and sales.
8. To find the availability of chilling equipments, ice chest, glow sings,

dealer board, paintings & racks of different soft drinks companies & other requirements related to Pepsi.
9. To find out the problem faced by the outlet related to Pepsi.

10.To measure the effectiveness of this distribution satisfies the outlets. 11.One of the main purposes of study is to provide the exposure to the marketing student in order to face actual problem in future.

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MARKET CONCEPTS
To understand what marketing means, we must first understand the above concepts. NEED: WANTS: DEMANDS: PRODUCTS: Or Everythings that we come across in our daily life. EXCHANGE: TRANSACTION: MARKET: Is the process of obtaining a desired product from someone by offering something in return. Is trade of values between two or more parties. Is a place buyer and seller meat with each other. MARKETING: Marketing Is an art of selling products. Marketing arises from the exchange concepts to acquiring the products. The whole marketing is based on the process of exchange. Enlarge process involves a lot hard work. Seller must search for buyers, identify their needs, deign, the products, store and delivers them. Such activities as product development, research, communication, distributing, pricing and services are core marketing activities. Thus it is human activates taking place in relation to market. It is the actualization of potent ional exchange for the purpose satisfies and wants.
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Are the basic requirements Need become wanting when they are directed to specific objects that might satisfy the need. Are Wants for specific products backed by an ability to pay. Need satisfying entity.

Definition:Marketing in a human activity directed at satisfying need and wants through the process of exchange. The latest definition of Marketing:Marketing is an organizational function and a set of process creating, communicating and delivers value to customer relationship in ways that benefit the organization and its stakeholders. Scope Marketing: In Business In non profit sector In government sector By social awareness group In international sector

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RESEARCH METHODOLOGY Marketing research is the systematic & objective investigation analysis of information to the identification & solution of any problem in the field of description & analysis inputs necessary for effective working. Marketing research may be of two types: 1. Desk Research 2. Field Research

1. DESK RESEARCH: --- It consists of all secondary data which are

collected from the company record, Govt. publication libraries, survey or report of different agencies. 2. FIELD RESEARCH: --- It consists of all primary data which a. Post Interviews b. Telephone Interview c. Personal Interview d. Group Interview

are collected by following method.

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METHODS OF DATA COLLECTIONS Data was collected through structured Data Sheet Provided by the Pepsico India Holding Pvt. Ltd. I have MADE the personal discussion with the various departments of organization help me getting detailed information about my task. I have gone through the market observation in which I did the extensive survey on various outlets of different routes in BAZPUR and collected the information and data. I have also collected the data through primary and secondary data. PRIMARY DATA: --For the collection primary data, we have divided the whole city into territories.

1. Outlets of all city, 2. Restaurants, pan shop, juice corner. 3. Entire area of BAZPUR AND NEARBY AREA.

SECONDARY DATA: --We collected it from various sources:1. Offline documents

2. From internet

www.pepsico.com landing papers and magazine India Today, Times Of India, Economic Times,
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SALE OF SIX MONTH'S(PEPSI)

TOTAL SALE (In Crates) 3000 2500 2000 1500 1000 500 0 DIFFRENT RETAILERS sss

SALE OF SIX MONTH'S (COLA COLA)

TOTAL SALE (InCrate) 1200 1000 800 600 400 200 0 DIFFRENT RETAILERS S

COMPARISION BETWEEN PEPSI & COCA COLA SALE ON BAZPUR DORAHA

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SALE OF SIX MONTH'S(PEPSI)

1600 1400 1200 1000 800 600 400 200 0 DIFFRENT RETAILER TOTAL SALE(incrates)

SALE OF SIX MONTH'S(COCA-COLA)

TOTAL SALE (in-crates) 700 600 500 400 300 200 100 0 DIFFRENT RETAILERS

COMPARISION BETWEEN PEPSI & COCA COLA SALE ON RAMRAJ ROAD

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PEPSI SALE OF SIX MONTHS

TOTAL SALE (In Crates) 2000 1500 1000 500 0 DIFFRENT RETAILERS

SALE OF SIX MONTH'S(COCA COLA)

TOTAL SALE (In Crate) 1400 1200 1000 800 600 400 200 0 DIFFRENT RETAILERS

COMPARISION BETWEEN PEPSI & COCA COLA SALE AT KELAKHERA & BERIYA

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SALE OF SIX MONTH'S(PEPSI)

1600 1400 1200 1000 800 600 400 200 0 PCI DIFFRENT RETAILERS TOTAL SALE(In Crate)

SALE OF SIX MONTH'S (COCA COLA)

700 600 500 400 300 200 100 0 DIFFRENT RETAILERS

COMPARISION BETWEEN PEPSI&COCA COLA SALE AT RATAN CINEMA & MANPUR ROAD

TOTAL SALE (In Crate)

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SWOT ANALYSIS S W O T STRENGTHS WEAKNESS OPPORTUNITY THREATS

STRENGTHS:- Strong brand name

Strong cold drink Company in India and U.S.A.

Glamorous, attractive and effectiveness local and national advertisement company. Strong distribution channel Wide brand verity to face the competition and face serve the masses Attractive sales promotion schemes. Excellent product design. WEAKNESS:- Companys representatives have filled to convince retailers for selling

other brand of Pepsi. Some retailers have not been aware of scheme. Pepsi did not available according to demand. Less grievance handling.

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OPPORTUNITY:- The per capital consumption in India will increase Per capital is also increasing. Rate of social is increasing. The future of FMCGS in India is very bright. THREATS:- The agencies worker may revolt against company for not proper supply of

cold drinks Others popular brands are available in the market which may effect the sale of company products

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CHANNELS OF DISTRIBUTORS IN PEPSICO INDIA HOLDING PVT. LTD. In order to make its products available at the right place at the right time in the market and at the right price, the sales department of the company pays major attention towards controlling the channel of distribution. There are two ways of distribution, one as through Depot and other is through the Agency. Bottling Plant _____________________________________________________ Agency Depot Retailers Consumer Retailers Consumer

The product is distributed through the depot to the retailers and after the consumer. The whole area is divided in to certain routes and according to them there delivery vans, Tempos, Tata 207 DI and Truck the distributes the products to the retailers.

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There are no direct relation between distributor and its retailers. The retailers are selected by the distributor on the other hand there is no definite and fixed rules for the selection and appointment of retailers from the side of distributors. Anyone like the tea stall, pan Bandar, restaurant of any other shopkeeper can have the stall for the sale of soft drinks and they are called retailers or outlets owners. They have to give assurance to the concerned distributor for better sales and at the time of taking delivery they have deposited the security amount that is charged for the empty bottle with specified retailers purchasing price.

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PEPSI BUSINESS Pepsi company has worldwide operation in three fields:1.

2. 3.

Non alcoholic Beverage Snack Foods Fruits Juices

PEPSI COMPANY _______________________________________________ Non Alcoholic Beverage Fruits Juices Tropicana Snacks Foods Lays

Pepsi Companys India operations were established in 1988 as franchisee based under Pepsi-Cola international in India Pepsi operates as: Pepsi Food ltd. Pepsi Company India Holdings Pepsi India marketing Company

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Pepsi Cola is a world class company in Low margin, High volume business which means sales of high volume of the product in the order to be profitable and complete in the global market. COMPANY OWNED BOTTLING OPERATION [COBO} FRANCHISE OWNED BOTTILING OPERATION [FOBO]

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Finding: Eatery system helps Pepsi to increase their sales in Bazpur [Amar Drinks). Most of the outlets like the offer of eatery & grocery, so thats why the

market share of coke is more than the comparison of Pepsi.

I visited near about100 outlets & I found the customers are not satisfied

with the performance of the distribution.

After analysis of survey I come to know that most of the Oullets associate

themselves with Coke in comparison to PEPSI.

The potential market of cold drinks in Bazpur is high but the Pepsi loose

their market due to distributor loose performance. The survey shows that the coke is market leader & Pepsi is market challenger. The survey shows that the share of Pepsi is 49.73 & the rest share of coke. The survey shows that there is 20% cooling equipment of outlets, while Pepsi has provided 41% cooling equipments to outlets & coke provided 39% cooling equipments.
The demand of Dew & Mirinda (Pepsi) is more than the other brand of

Pepsi & its also competitors of cokes Thumps up & Limca.

Coke is giving more facilities like glow sign, dealer board & painting, etc.

Max. Outlets are interested to sell cold drinks but they want to have the facility of cooling equipment. The late deliveries of the products to the outlets by the distributors are also responsible the decrement market share of Pepsi.

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 After survey I came to know that the market strategy of the company is not very in these areas. And fixed rules for selection & appointment of retailers from the side of distributors. Anyone like to tea stall, Pan Shop, restaurant of any other shopkeeper can have the stall for the sale of soft drinks and they are called retailers or outlets owners. They have to give assurance toy the concerned distributors for better sales and the time of taking delivery they have deposited the security amount is charged for the empty bottles with specified retailer purchasing price.

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MY SUGGESTION:During my research with the retailers and shopkeepers I analysis the behavior between dealer and distributor. According to me company may be follow my these suggestions. Every dealer plays an important role in distributing the product in the market so selection of good distributor effects on the sales. Every dealer must have good sales men because they help the distributor for promoting the sales and behavior with the customer must be good. Supply of the product must be regular because in absence of our products customers may purchase other brads (coca cola) so that the sales will be effecting. The customer executive must visit he retailers regularly, consult their problem, and solve them. Company provides full support and help to the customer executive promoting the sales Company must try to find new customers in their sales area regularly. Company must be provides new schemes and facilities to the dealers and customers before any other company (coke). The best dealer must be award by the company management for his work and support in increasing the sales of the company product because it also increases the confidence level of the dealer. Most of important thing is the distribution of the cooling equipments on time after submitting the D.D by the dealer because in absence of cooling equipment dealer go to the others.
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 Cooling equipment must be repair by the company on time. Dealer board, glow sings, racks, provide each dealer. Company must take care of small retailers like pan shop, tea stall and some small eatery shops.

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LIMITATIONS During research certain limitation came in many ways which are below: Time:Seven weeks are not sufficient to cover the various aspect outlines in study because the area of research is wide and span of time was very short. So it was not possible to go deep in study. Meticulous and diligent effort has been. Money:Personal survey method is highly expensive method as well as time consuming. Being a student it is not possible to spend much money because institution is also deprives me from stipend. Secrecy:It has to be mentioned in case of official data. So it is difficult to go relevant data from the office. Response:During survey I found some people (Outlets and distribution) refused in answering first of all because they had no interest in such sort of work what consumed their precious time or some more reason, but after being conceived or mentioned by me they ready to give answer.

Accommodation:In these areas the transportation was also interrupted in popular survey.
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CONCLUSION Real war between Pepsi & Coke

o Every food companies

have their competition. Pepsi main Their bottles move

competitor is Coco Cola Co. both have been sailing thirst quencher for 100 years. That is now global brands. through the worlds most pervasion distribution network.
o Coke is mainly a franchise driven operation with a company

supplying its soft drink concentrator to its soft bottlers around the world. o Coke management releases that a soft drink is a convenience as wall as an impulse product. According the companys expertise lies in consumers marketing.
o Idea is to reduce the effect span as also coke will be experimenter

boachers and stadiums going out towards consumers the much as possible.
o Coke infrastructures plan include setting up new subsidiaries. It is

also considering a 35 Greenfield venture to sat-up a model plant in western corridor most likely in Gujarat. This will have 4 product lines With a Capacity of 600 bottles per minute with a build in flexibility to about top different of flavors and sizes. Another option for building capacity is to bringing in bottlers from overseas to invest jointly capacity.
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QUESTIONNAIER:Q1. Q2. Q3. Q4. Q5. Q6. Q7. Q8. Q9. Name of the outlet? What type of outlet? What is the total sale of outlet per day in respect of soft drink? Sale of Pepsi per day? What type of cooling equipment? What type of glow sign in & on the shop? What type of dealer board on the shop? Other facilities provided by the distributor? What type of problem faced by the retailer?

Q10. What type of response given by the distributor? Q11. How many time CE visit in the shop in a month? Q12. What type of demand made by the customer? Q13. Preference of customer? Q14. Attitude of distributor?

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BIBLIOGRAPHY

1. 2. 3. 4. 5.

PEPSI-COLA

COMPANY,

DOMESTIC

HISTORICAL OUTLINE. JAMES JONSAN, Chicago, IL. 1984. The other guy blinked how Pepsi won the cola wars.

Roger Enrico. Jesse Kornbluth, bantam books, 1986. Pepsi-cola collectors club newsletters, bob Stoddard,

editors, Covina, 1984 to 1988. Marketing management 12th Edition-Philip Kotler. www.pepsicoindiaholding.com

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