A STUDY ON FRITOLAYS IN

KOLKATA AREA



CONTENTS



ACKNOWLEDGEMENT
EXECUTIVE SUMMARY
PEST ANALYSIS
HISTORY
MARKETING MIX
PRICING
COMPETITORS
MARKET SHARE
PRODUCT DISPLAY
TYPE OF RACKS
SUPPLY CHAIN
SEGMENTATION
MY EXPERIENCE
SHOOT OUTS
UNIQUE EXPERIENCE
CONCLUSION
4
5
6-9
10
11-14
15-16
17
18
19
20
21-22
23-24
25-46
47-52
53
54








ACKNOWLEDGEMENT



I would like to thank Mr. Ram Prakash Ojha for his dedication and guidance throughout
the tenure of my project in spite of his hectic schedule who truly remained driving
spirit in my project and his experience gave me the light in handling research project
and helped me in clarifying the concepts, requiring knowledge and perception,
handling critical situations and in understanding the objective of my work.

I would like to thank all the staff of Puja Enterprise for their dedication & support and
Mr. Tapas Chatterjee for guiding me throughout the training session.

Executive Summary
The Pepsi Corporation has taken the world by storm with
their strong focus on corporate growth and brand name
domination. With 41 brand name specific products under
their belt, Pepsi Co. is moving up the ladder of success and
providing a strong example for other distribution focused
companies. PepsiCo relies on strong marketing tactics to
maintain its edge in the market. Celebrity endorsements
and appealing advertisements have worked in PepsiCos
favor in worldwide markets. They realize that marketing
strategies differ between countries and have developed
differing strategies and formulas to suit their customer
needs. Segmentation is extremely important to the success
of PepsiCo and they realize this.
PEST ANALYSIS

POLITICAL
The environment that PepsiCo and its subdivisions
function in is currently undergoing a political
overhaul. New regulatory pressures regarding health
concerns and other global concerns have forced
companies in the food/beverage industry to take on
new challenges and reevaluate their products to meet
new consumer demands. PepsiCo and its subdivisions
believe strongly in using public and private expert
knowledge in order to tackle these issues.
ECONOMIC
The major economic issue facing PepsiCo and its
subdivisions is the rising input costs of their
businesses due to structural inflation. Agricultural,
energy, and some metal industries are going through
periods of steady inflation. Because PepsiCo relies on
these industries, inflation costs must be factored into
their cost equations. The corporation acknowledges
its fortunate ability to navigate through tough
economic times in the past.
SOCIAL
The social environment within food services markets
are changing significantly. A new demand for healthy
food and beverages coupled with a push towards
green operations and environmentally-friendly
company management has changed the social playing
field within most markets. With this in mind, PepsiCo
and PBNA have successfully adopted new goals and
produced new products in order to follow these
growing trends.
TECHNOLOGICAL
PepsiCo and its subdivisions utilize technology in
order to sustain company growth, keep up with the
demands of its sustained growth, and perform
efficiently. PepsiCos delivery systems provide a strong
competitive advantage. In particular, their most
powerful distribution system, Direct store-delivery
(DSD) allows them to supply all of their retailers and
customer distributors with up-to-date stock. Direct
store-delivery allows us to create maximum appeal
and visibility for our brands and support in-store
promotions.
HISTORY
Frito lays is a snacks item made from
potatoes.
The chips was first made in 1932 by
charles elmer doolin.
Pepsico took over fritolays in 1965.


MARKETING MIX
MAIN PRODUCTS
LAYS
KURKURE
CHEETOS
UNCLE CHIPS
SUB-PRODUCTS
LEHAR
QUAKER OATS
PACKAGING
Packed in nitrogen filled aluminum packets.
Sealed under extreme pressure.
Easy to use and dispose.
PRICING






Rs 5
Rs 10
Rs 20
Rs 30


COMPETITORS





MARKET SHARE



LAYS
50%
BINGO
20%
PARLE
10%
CRAX
5%
HALDIRAM
10%
PERFETTI
5%


PRODUCT DISPLAY



NON-RACK RACK


TYPE OF RACKS
ANTI-RODENT
SSB A
SSB B
TRI-MURTI
CUSTOMIZED
JUMBO A/B
SUPPLY CHAIN






FACTORY
CNF
DISTRIBUTORS
RETAILERS
END USERS
MARKET SEGMENTATION






SEGMENTATION VARIABLE

AGE
GENDER
FAMILY SIZE
FAMILY LIFE CYCLE
SOCIAL CLASS
OCCASION
LOYALTY STATUS

DATA

15+
MALE, FEMALE
1-2, 3-4, 5+
MARRIED, UNMARRIED
MIDDLE CLASS, UPPER MIDDLE CLASS
PARTIES, BIRTHDAYS.
STRONG











MY EXPERIENCE
AREA


AREA: SALT LAKE
TYPE OF TRADE ASSIGNED: TRADITIONAL TRADE
MARKET SIZE: 500+ OUTLETS
MARKET SALES VOLUME: 30 LAKHS
DISTRIBUTION TYPE: AUTOMATED
TECHNICAL PARTNER: CMC
SALT LAKE
BEATS: CK MARKET, GD MARKET, BAISAKHI,
CITY CENTRE,SWIMMING POOL.
OUTLET SIZE: 30+ PER BEAT
HIGHEST VOLUME BEAR: SWIMMING POOL
LOWEST VOLUME BEAT: CK MARKET
OUTLETS TYPE



FSCO: RECEIVES DISCOUNTS
SUB TYPE: SILVER AND GOLD
NON-FSCO: PURCHASES AT CP.
SUB TYPE: 100K, MID BULK, GROCERIES
AND BETTLE SHOPS.
WHOLESALERS: PURCHASES AT A SPECIAL
DISCOUNT.
PRODUCTS












































LAYS NEW VARIETIES









KURKURE NEW VARIETIES


DISTRIBUTOR AUTOMATION





This software is used to perform the
day to day operations of the
business




This device is called HHD or Hand
Held Device. It is used to input the
orders collected from the market











This website is used to keep a track of the items in the
go down






CUSTOMER MASTER
This excel sheet is used to keep a track of the existing outlets


SHOOT OUTS





AT THE MARKET









RACK MERCHANDIZING


DISTRIBUTOR POINT









GODOWN





Tallying the days sales
UNIQUE EXPERIENCES
Had to work till late night during IPL 2013
Opportunity to work during visit by the country
head



CONCLUSION



As the results shows that market share of fritolays is more than its competitors, but it
has some drawback like poor services in some areas and has the potentiality to over
come this drawback.

Advertisement which is backbone of any business in today's world is very good in
PepsiCo India. PepsiCo is running various sales promotional schemes and promotional
campaign for retailers, so that the company can meet the expectations of the retailer
as compare to its competitor.