pepsico marketing asia l
TRANSCRIPT
Minor Project Report
On
MARKETING STRATEGIES
Completed in PEPSICO
Submitted In Partial Fulfillment
Of the Requirement
Of Bachelor of Business Administration
Under Guidance of: Submitted By:
POOJA ARORA NITESH SHARMA
Designation: Placement Incharge Enrol No: 04650501710
Batch: 2010-2013
Submitted To:
Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi
(Affiliated to Guru Gobind Singh Indraprastha University)
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DECLARATION
I hereby declare that this Minor Project Report titled consumer satisfaction submitted by
me to Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi is a
bonafide work undertaken during the period from………..to……….by me and has not
been submitted to any other University or Institution for the award of any degree
diploma/certificate or published any time before.
(Signature of the Student) Date:
Name: NITESH SHARMA
Enroll No.: 04650501710
2
BONAFIDE CERTIFICATE
This is to certify that as per best of my belief the project entitled “(Title of the Project)” is
the bonafide research work carried out by (Name of the Candidate) Student of BBA,
BCIPS, Dwarka, New Delhi, in partial fulfillment of the requirements for the Minor
Project Report of the Degree of Bachelor of Business Administration.
He has worked under my guidance.
………………………..
Name
Project Guide (Internal)
Date:
Counter signed by
………………………..
Name
Director
Date:
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TABLE OF CONTENTS
TOPICE PAGE NO.
Preface
Acknowledgement
1. Introduction 1
2. Company Profile 8
3. Marketing Mapping & Segmentation 38
4. Objective of the study 50
5. Scope of the project 51
6. Rationale 52
7. Methodology 53
8. Limitation 56
9. Data Analysis 54
10. S.W.O.T. Analysis 72
11. S.T.P. Analysis 73
12. Marketing mix 74
13. Findings 75
14. Recommendations 76
15. Executive Summary 77
16. Conclusion 79
17. Bibliography 80
18 Questionnaire 81
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ACKNOWLEDGEMENT
Intention, dedication, concentration and work are very much essential to
complete any task. But still it needs lot of support, guidance, co-operation of
people to make it successful.
I also offer my sincere thanks to all the respondents who spared their valuable
time for survey and specially Ms. Pooja, Banarsidas Chandiwala Institute Of
Professional Studies, who gave me her invaluable suggestion for preparing this
report.
At last but not least I also thanks to entire customer interviewed for their kind co-
operation.
NITESH SHARMA
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PREFACE
Summer training is a very important aspect in the study curriculum of our institute
(Asia-Pacific Institute of Management). Marketing is an essential tool for
marketing planning its application is effective for all industrial, commercial and
consumer markets. In the recent time, the market sentiment has completely
changed and it has become completely buyers market. Indian market is very
much price conscious market in the world. In the cold drink sector, there are
mainly two companies (Pepsi and Coca-cola) that are increasing their market
share by boosting their sell and try to get more popular between consumers.
Since cold drink sector is a seasonal business, in this short period of time every
player want to earn more profit.
Marketing mapping is an effective tool in marketing, by this way company can
know that how much shares they have and how much their competitors have. By
this mapping company get appropriate number of outlets, which they have. They
also know that how freeze they given to outlets. . How much they more invest
through giving freeze to the outlets. Through marketing mapping their know how
much retailer counter they have.
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EXECUTIVE SUMMARY
To complete this project a survey has been conducted for last 6 week retailers
with the help of ERS (Every retailer survey) and customers questionnaire in the
region of Nand nagri and Khichripur, which is having about 200 shops, by the
help of quota sampling. The sample size calculated by taking 200 shops in total.
After the exclusive survey, it was find out that strengthening of marketing
mapping plays a vital role in increasing the sales of the company and that effects
directly the market share of the company.
The main purpose of the strengthening of marketing mapping is to provide full
information about retailers, like his address, phone no, where his shop actually
located,retailer owner name,etc Its purpose is to include a distinct invitation to
engage in the transaction this study is basically.
The project is basically based on the identification and analysis of marketing
mapping to promote sales by getting information strategies and finally nurture
the proper functioning and working culture of Pepsi as an organization.
The finding band recommendations are made on the basis of survey most
depicts on the point that the most of the retailers are not aware of marketing
mapping. The salesman is bridge between retailers and company so they should
be properly equipped by complete knowledge. So that they can give proper
knowledge to the retailers.
.
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INTRODUCTION
PepsiCo is a giant player in convenient foods and beverages, with revenues of
approx $27 billion and over 143,000 employees. The company also consists of
the snacks business of Frito-lay North America, Beverages and foods, which
includes Pepsi Co Beverages North America (Pepsi-Cola North America and
Gatorade/Tropicana North America) and Quaker Foods North America. Pepsi co
success is the result of superior products, high standards of performance,
distinctive competitive strategies and high integrity of our people Pepsi Co ’s
beverages business was founded at the turn of the country by Caleb Bradham, a
new Bern, North Carolina druggist, who first formulated Pepsi-Cola. Today
consumers spend about $33 billion on Pepsi-Cola beverages. Brand Pepsi and
other Pepsi-Cola products----including Diet Pepsi, Pepsi-One, Mountain Dew,
Slice, Sierra Mist and Mug brands-account for nearly one-third of total soft drinks
in the United States, a consumer market totaling about $ 60 billion.
The main purpose of this project is to get Geographical Information System of
their outlets of Pepsi and their competitors like Coca- cola, fruti, jayanti and to
know their market share in the market.
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CARBONATED SOFT DRINK INDUSTRY
INDUSTRY STRUCTURE:
The three main teams in the production and the distribution of the carbonated
soft drinks are the concentrate producers, the bottlers and the retailers who are
actually responsible for the sales of the product. The concentrate producers
produce the concentrate and then sell it to the bottlers, who adds a sweetener to
the carbonated water and then pack it in the bottles and cans. These bottlers can
be either the Pepsi itself or the franchisees who work on the behalf of Pepsi. One
half of the sale of the Pepsi is through the company owned bottlers (COBO) and
other half of the sale is through the franchisees bottlers (FOBO). FOBO’s had the
right to the product and then sells it in the defined territory and is not allowed to
market the competitive brand. Then through the distribution channel the product
reaches to the retailer who finally sells the product to the consumers.
The principle retail outlets for the CSD are the supermarkets, convenience
stores, fountain services and thousands of small outlets.
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SALES PATTERN OF SOFT DRINK
Soft drinks sales are depending upon the season. As the sales are more in
summer as compare to winter. Basically sale target are depending upon the
scheme in the summer because through our survey what we find out retailer
demanded more, if the scheme are more. Displays also can increase the sales of
soft `drinks. Schemes are more demanded in rural area as compare to urban.
Industry research suggests that the purchase of the soft drink is unplanned, i.e.
sometimes it is more and sometimes it is less depending on the demand in the
market, the schemes that are provided to the retailers, the displays provided, the
incentives given and on the relationship of the salesman and the retailers.
Water: To make the soft drinks they get water from the municipal supplies or
through the borings. Through reverse osmosis purification process they obtain
germ free water. The water is also treated with some chemicals so that the water
is obtained pure and ready for consumption. The water is also passed through
the sand in order to filter it. This water thus obtained is soft and can be used for
manufacturing process of the carbonated soft drinks. Same water is also used
for washing of the used bottles.
Sugar Syrup Preparation: The next step is the preparation of the sugar syrup,
which is further used to prepare the final concentrated syrup. In this the sugar is
added to the germ free water and heated to about 85 degrees of temperature in a
steam jacketed stainless steels tank of adequate capacity with an agitator, so
that the sugar gets well dissolved in the water. The solution is boiled for about 20
minutes so that the syrup gets bit thick. This also kills the germs present in the
water. The syrup is then filtered through the filter press at a high speed so that
further impurities can be removed from the syrup. Then this syrup is cooled to a
definite temperature with the help of a S.S Plant Heat Exchanger.
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Finished Syrup: In the preparation of the finished syrup, additional water is
added to the raw syrup in the correct quantity along with some essence. The
solution is mixed thoroughly with an agitator provided in the S.S tank and allowed
to mature according to the specified time limit. This time differs for each flavor.
Beverage Preparation: In this step the ready syrup is passed through the inter
mix unit where more water is added to the syrup to prepare the final product.
Now this beverage is chilled to a very low temperature and is pumped into the
saturator carbonator. Carbonator is the stainless steel vessel consisting of a
number of S.S film plates. This vessel is a pressure vessel where high pressure
is maintained, so that the CO2 gets well mixed with the cold water. The S.S plates
forms a very thin film of the beverage on the plates. After this the beverage is
filled in the glass bottles under high pressure, so that no air remains inside the
bottles because this can spoil the soft drink.
Filling: Filling of the beverage in the bottles is done through the automatic
counter pressure filters, which fills the bottles at a high speed, and the bottles are
crowned with the caps automatically.
Washing of the bottles : Washer, which consists of the soaking compartments.
These compartments contain caustic soda and a number of jets where soft water
and hot The bottles, which come back from the markets, are washed with the
help of bottle caustic soda solutions are used to clean the bottles. These cleaned
bottles are then inspected before they go for refilling. They are passed through
the bottle conveyer. Then they are passed through the Lim-Light inspection
machine and then through the Mit-Mirror machine for finding out the cracks. After
all these inspection the bottles are sent for refilling. The bottles are again
checked and then packed in the groups of 24.
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Quality control: The success of any industry depends on the quality of the
product it provides. Therefore quality measurements are done on each step in
order to ensure that the product that finally reaches the consumer is fit for
consuming. The packed bottles are checked for the gas content, sugar content,
organic and for the microbiological quality. Here the quality invariable remains
the constant because of the continuous on -line checking.
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COMMON TERMS USED IN PEPSI-COLA
SYSTEM
RGB (REFILLED GLASS BOTTLES): This term is generally used for the 300
and 200 ml glass bottles.
Bottle: This term refers to the entire bottling group.
Can: A still of aluminum container in which the beverages are packaged for sale.
Crate: A durable box made of durable plastic (thermostatic plastic) which is used
to contain the bottles.
Consumer: Someone who consumes the products.
Cooler: Mechanically refrigerated unit that cools the glass bottles and the pet
bottles.
Crown: The steel closure, which seals the bottles.
Customer: A retailer or dealer who sell or serves products directly to the
consumer.
Route: The sequence of shops and the retail shops that the salesman has to
cover every day in order to complete his job.
Whole Seller: A business entity, which buys products from the producers for
resale to the retailers. They have their own defined routes, the salesman from the
company are not allowed to cover them.
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COMPANY PROFILE
RKJ GROUP
Indian beverages industry’s size is Rs.8000 Cores and two players viz Pepsi and
Coke dominate it only. This profile industry has lot of potential for growth as per
capita consumption in India is 8 bottles a year as compared to 20 bottles in Sri
Lanka, 14 in Pakistan, while 12 bottles a person in Nepal.
The RKJ group is India’s leading supplier of retailer brand Carbonated and Non-
Carbonated soft drinks, with beverages manufacturing facilities in India and
Nepal. Its experience in the beverage industry dates back to the sixties when it
had the first franchise at Agra.
The group manufactures and markets Carbonated and Non-Carbonated soft
drinks and mineral water under Pepsi brand. The various flavors and sub-brands
are Pepsi, Miranda orange, Miranda Lemon, Mountain Dew, and 7UP, Slice
Mango, Slice Orange, Evervess Soda and Aquafina.
The RKJ group has signed a franchise with Tricon restaurant India Pvt. Ltd. To
run a fast food chain in Northern Indian under the name of Pizza Hut. The first
beverage plant was set up in 1969 under Agra Beverages Corporation Limited.
Since than family has set up 18 bottling plants in India (holding about 44% of the
Pepsi manufactured and marketed in India) and one in Nepal (holding 100% of
the Pepsi share in Nepal).
The bottling plants of RKJ group are located at Greater Noida (Varun Beverages
Ltd.), Jaipur, Kosi Kalan, Alwar, Jodhpur (Varun Beverages Ltd.) Goa Bottling
Co. Ltd., Dharwada (Nector Beverages Private Ltd.) and Nepal (Varun
Beverages Ltd.).
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It has the license to supply beverages in the territories of Western U.P.,
Uttaranchal, and part of M.P., half of Haryana, whole of Rajasthan, Goa, 3
districts of Maharashtra, and some districts of Karnataka and whole of Nepal.
The group has in total 18 bottling plants in India & Nepal and is responsible for
producing and marketing 44% of Pepsi requirement in India. Form 1995 the
company had been operating successfully in conformation to the objective of the
Pepsi Foods Ltd. In 1995 Varun beverages was awarded the best quality and
productivity award.
JAIPURIA
The management of the RKJ group is in the hands of MR. RAVI JAIPURIA
(CHAIRMAN OF THE COMPANY) and MR.I. J. KALIA (president of Varun
Beverages Ltd.) shares the production and managerial responsibilities of the
company.
Jaipuria Group is an Rs.1500 cores, family controlled, reputed business house
with a number of operations in diversified fields like textiles, bottling, education,
information technology, food chain and retailing, a part from numerous other
business segments.
The group as on today can boast of expertise and leadership in the fields of food
and beverages, textiles and real estate development with varied interests in a
wide range of products and services.
The Jaipuria group under the leadership of the three brothers SK Jaipuria, RK
Jaipuria and CK Jaipuria has today become one of the leading business houses
of the country.
The following are the major areas of operations of the Jaipuria Group:
1 Food and Beverages
2 Textiles
3 Information Technology
4 Real Estate
5 Education
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JAIPURIA GROUP IN INDIA
OFFICES AND PLANTS
1. New Delhi 12. Jaipur
2. Mumbai 13. Indore
3. Kolkata 14. Bhopal
4. Chennai 15. Gwalior
5. Hyderabad 16. Vishakhapatnam
6. Agra 17. Udaipur
7. Guwahati 18. Goa
8. Chandigarh 19. Dharwad
9. Lucknow 20. Jamshedpur
10. Varanasi 21. Noida
11. Patna 22. Cuttack
PEPSI DEVYANI BEVERAGES LIMITED was established on 9 th April at
Greater Noida (U.P.). The bottling plant of Varun Beverages was inaugurated
by MR> CHRISTOPHER SINCLAIR (the chairman of Pepsi Co. India Ltd.).
Pepsi Varun Beverages Ltd. is a manufacturing as well as trading concern. Its
area of business is spread at the following cities of Western U.P. and
Uttaranchal region:
1 Noida
2 Ghazi bad
3 Bijnor
4 Saharanpur
5 Meerut
6 Buland Shahar
7 Muzaffar Nagar
8 Dehradun
9 Haridwar
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PEPSI PROFILE
BIRTH PLACE OF PEPSI
NEW BERN, NORTH CAROLINA COAST----- on the spot in his pharmacy, Caleb
bard ham invented “brad’s drink which later he planted as Pepsi-cola.
1965
Donald M. Kendall. President and Chief Executive Officer op Pepsi-Cola and
Herman W.Lay, Chairman and Chief Executive Officer of Frito-Lay found 1965
Pepsi co, Inc., through the merger of two companies. Caleb Bradham, a New
Bern, N.C. pharmacist, created Pepsi -Cola in the late 1890. Frito- lay, Inc. was
formed by the 1961 merger of the Frito Company, founded by Elmer Doolin in
1932, and the H.W. Lay Company, founded by the new company; Donald M.
Kendall is president and chief executive officer. The new company reports sales
of $510 million and has 19,000 employees.
Major products of the new companies are:
Pepsi-Cola Company --- Pepsi -Cola (formulated in 1898), Diet Pepsi (1964) and
Mountain Dew (introduced by the Corporation in 1948).
Frito-Lay, Inc.-b Fritos brand corn chips (crested by Elmer Doolin in 1932) Lay’s
brand Potato chips (created by Herman W. Lay in 1938), Cheetos brand cheese
flavored snacks (1948), Ruffles brand potato chips (1958) and Rold Gold brand
pretzels (acquired 1961)
Mountain Dew launches its first campai”Yahoo Mountain Dew---- it’ll tickle your
innards.”
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1969
Bold, modern Pepsi-Cola packing using red, white and blue is introduced.
“You’ve got a lot to live, Pepsi’s got a lot to give,” becomes the advertising theme
Mountain Dew changes its slogan to “ Get that Barefoot Feelin’Drinkin’Mountain
Dew”
1970
MOUNTAIN Dew changes its slogan to “ Get that Barefoot feel in ‘drink in’
Mountain Dew”
PepsiCo moves from New York City to new world headquarters in Purchase, N.
Y.. The new corporate headquarters feature a building by one America’s
foremost architects, Edward DURRELL stone (1902-1978) set on a campus of
144 acres amid an outdoor sculpture garden.
Pepsi introduces the industry’s first two-litter bottle.
Pepsi is the first company to respond to consumer preference with lightweight,
recyclable, plastic bottles.
1972
Mountain Dew, acquired by Pepsi- Cola in 1964, switches its advertising and
packing graphics from to action -oriented scenes. Sales climb and Mountain Dew
will become one of the 10 best - selling soft drinks in the United States.
Don Kendall announces agreement Pepsi-Cola the first foreign product sold in
the then U.S.S.R. PepsiCo is given exclusive rights to import Stolichnaya
Russian vodka in the U.S.
1974
PepsiCo sales pass the $2 billion mark Pepsi- Cola becomes the first American
consumer product to be produced, marketed and sold in the firmer Soviet Union.
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1980
PepsiCo Food Service International (PFSI) is formed to focus on overseas
development of restaurants. PepsiCo now has 111,000 employees first
presentation of the international Donald M. Kendall Bottler-of -the-year Award.
1981
PepsiCo passes $7 billion in sales.
1982
Pepsi Free and Diet Pepsi Free, the first major brand caffeine-free colas, are
introduced Inauguration of the first Pepsi-Cola operation in China.
1985
PepsiCo is now the largest company in the beverages industry. The has
revenues of more than $7.5 billion, more than 137,000 employees. Pepsi-Cola
products are available in nearly 150 countries and territories around the world.
Snack food operations are in 10 international markets.
1986
PepsiCo purchases 7-UP International, the third largest franchise soft drink
operation outside the United States.
PepsiCo passes $10 billion in sales.
Dew it Country Cool, “becomes new slogan for Mountain Dew”.
Diet Pepsi -Cola acquires Mug Root Beer.
Pepsi gets a new logo. Pepsi -Cola sponsors the first Western- produced
consumer commercial in the Soviet Union, appearing during the Goodwill
Games.
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1988
Pepsi -Cola international enters a landmark joint venture agreement in India.
1989
PepsiCo enters top 25 of fortune 500 ranking with sales of $15.4 billion, it is
number 23.
The company has more than 300,000 employees.
1991
PepsiCo acquires an equity interest in Wedel SA, the leading manufacturer of
chocolate and confectionary in Poland Snacks operation in 23 countries.
Pepsi-Cola introduces a new logo, its eighth in 93 years. Advertising features rap
singer MC Hammer.
1994
Pepsi-Cola is the first major soft drink maker to begin producing and distributing
its product in Vietnam.
Pepsi-Cola launches its sports drink All Sort. It is sold in 2001.
Pepsi -Cola International acquires Indian company, its first big bottling plant in
Bombay.
Pepsi -Co sales reach $ 30.4 billion. There are 470,000 employees worldwide,
making
PepsiCo the third largest employer.
1995
Pepsi -Cola introduces “ Nothing else is a Pepsi” theme line.
Pepsi -Cola is top ad scorer in Super Bowl.
Mountain Dew sponsors the Grammy Awards. Theme line is “ Been There, Done
That, Tried That.”
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The Pepsi Lipton Tea Partnership debuts new ad campaign emphasizing,
“There’s only one Original.” Pepsi -Cola introduces Smooth Moos Smoothies, a
line of low -fat dairy shakes.7UP International launches 7UPIceCola, a new clear
cola.
1996
Mountain Dew launches a massive beeper network called “The Mountain Dew
Extreme Network.”
Pepsi Co, Inc. and Lucas film Ltd. announce the largest promotional alliance in
entertainment history, linking existing and future Star Wars series with PepsiCo
beverages, snack foods and restaurant brands worldwide.
Pepsi Cola and MTV establish a partnership to develop international
programming, cross promotions, marketing tie-ins and specials events.
1997
Pepsi -Cola introduces new advertising campaign with the theme “Generation
Next.”
Pepsi -Cola North American bottling operations become a separate unit called
The Pepsi- Cola Bottling Co.
National rollout of Aquafina bottled water.
Pepsi -Cola celebrates 100th Anniversary with first worldwide bottlers’
conference, held in Hawaii. The event is held during the same time as first
bottler’s conference.
1998
Pepsi -Cola introduce two -liter plastic bottle with built in “grip handle” that makes
it easier to grip and pour.”
Pepsi introduce new look called the “Globe” which prominently features a 3-
dimensiponal Globe against a blue ice backdrop.
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PepsiCo acquires Tropicana Products from Seagram Company Ltd., the biggest
acquisition ever undertaken by PepsiCo. Anthony Rossi founded Tropicana in
1947. its major brand is Tropicana Pure Premium Juices.
In March, the Pepsi Bottling Group, the world’s largest Pepsi bottler, begins
trading on the New York Stock Exchange. It is listed under the symbol PBG. The
$ 3.2 billon public offering is among the biggest initial public offerings in stock
market history.
1999
Pepsi launches “The Joy of Colas” advertising campaign.
2000
Pepsi-Cola revivers it’s “Pepsi Challenge” advertising campaign. Challenge
includes Pepsi One Diet Coke as well as cola.
Pepsi-Cola teams up with Yahoo Inc. the biggest web navigation company, in a
multimedia marketing campaign aimed at teens and young adults.
Pepsi-Cola launches” Sierra Mist” a caffeine-free, lemon/lime soda.
2001
Pepsi-Cola Company launches Dole single -server juices in vending machines,
coolers and other retail outlets throughout the United States.
Pepsi-Cola’s flagship brand will have NEW TAGLINE,” The Joy Of Pepsi.”
Pepsi-Cola launches the bold new Mountain Dew code Red nationwide. It is
Mountain Dew’s first line extension since the introduction of the Diet Mountain
Dew in 1988.
PepsiCo introduces a new corporate logo.
Diet Sierra Mist is introduced.
2002
Diet Pepsi has a new look
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Aquafina debuts new line of great-tasting enhanced water. Aquafina Essentials
target active, health-conscious adults in four lightly sweetened varieties including
B-Power, Calcium+, Daily C and Multi-Vin 20-oz bottles.
Pepsi Brand Pepsi has a new look.
PepsiCo publishes Health and Wellness Philosophy. (on pepsico.com)
PepsiCo introduces Marathon Kids, a program that encourages kids and their
families to be more physically active, the program debuts in Dallas, TX.
2003
Pepsi-Cola launches Sierra Mist nationally. Pepsi announces plans to launch Mt.
Dew Livewire, an orange drink, this summer Pepsi-Cola sings an exclusive four-
year
sponsorship deal with the Canadian Hockey Association, making Pepsi the
official soft drink.
Pepsi announces four-year sponsorship agreement with the UK Football
Association.
“Pepsi Stuff” Campaign kicks-off in Canada.
PepsiCo creates PepsiCo International, the business that will unite all
international snack, beverages and food units in an effort to drive faster growth
and improved profitability around the world.
2004
Pepsi-Cola to launch Pepsi Edge, the first full-flavored cola with 50% less sugar,
carbohydrates and calories than regular cola.
2005
PepsiCo relanuched Mirind Lemon (ginger flavored).
The story still not end---------------------------
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PEPSI 10 STEP CALL:
1 Greet the customer by name.
2 Collect and sort all empties from the storeroom.
3 Communicate marketing programme and scheme to the customer.
4 Leverage the route book and refill the empties.
5 Arrange warm product displays (in the shop).
6 Charge cooler, ensure 100% purity.
7 Arrange crate display outside the outlet.
8 Put up POS at eye level.
9 Prepare cash memo, collect cash and fill up the route book.
10 Thanks the customer.
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MARKET MAPPING AND MARKET
SEGMENTATION
MARKET MAP
It defines the distribution and the value chain between supplier and final market
segment, accounting for the various buying mechanisms and influencers found in
a market.
Market Segmentation identifies those groups of customers whose similar
requirement can be satisfied by a distinct marketing mix.
The marketing process company has developed processes and software to help
define both these inter-linked pre-requisites to successful strategic marketing
planning, the software tools, MMap and Market segment Master, can be used in
support of the 10 stage mapping and segmentation process shown below, which
is incorporated in a series of work shops
27
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The Market Mapping segmentation process can be distilled into 10 step
process
10 STEP MARKET MAPPING PROCESS
1. Defines Market (need).
List the “needs” begin met by the current products, as highlighted
by the current customers.
The definition should focus around the needs of the final customer
(i.e. the final user).
2. Set parameter for analysis (i.e. specify what is to be included and
excluded ).
3. Estimate RAM (realistically available market )i.e that part of the market
in which your organization can realistically compete.
4. Draw a map of the market your business is segmenting –Current:
Identify junctions (i.e. transaction stages).
Include stages where influence is though to bear on the
purchase decision [i.e. where influence/ advice /decisions occur
(not necessarily a transaction) about which products to choose].
5. Initial qualification
Total market volumes (units)/ value (revenue) and your
organization’s share, which flows through different channels
No. of businesses / customers which exist at each junction.
6. Draw a map of the market your business is segmenting—FUTURE:
Record key drivers (such as e- business) that will have an
impact on channel mix.
Specify key assumptions.
Identify new/emerging junctions.
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Need to capture which will increase at the expense of
others.
Adjust total market volumes and your organization’s share,
which flows through different channels .
7. Expand details (preliminary segments). Top –line picture developed so
far may be hiding important differences between customers. Note at
each junction on your market map (if applicable ), all the currently
understand different types of companies/customers that occur there.
Sketch out the various sub- junctions separately.
Construct an outline (as opposed to the definitive
picture). Definitive picture can be entered once you
have decided at which junction on the map you should
be developing segments.
Highlight companies / customers who make decisions
about which product to buy (i.e. split junction into
leverage ‘members’)
Redraw the market map incorporating the breakdown of
junction types.
NOTE:
Market mapping routine may be challenging the
traditional lists of company/ customer types at the various
junctions around whom you currently conduct your
marketing effort.
8. Identify the junctions where market segmentation should occur (Market
Leverage Points) on the Market Map.
Determine which junctions ‘own’ or ‘influence’ the
purchase decision (i.e. those junction where a
decision is made about which of the competing
products/ services should be purchased)
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Segment junction furthest away from the supplier
(manufacturer) where decisions are made
Progressively backtrack along map away from final
towards the supplier
9. If junction “owns” or “influences” the purchase decision, ask:
Who buys (i.e. dominant profiling characteristics)?
What, where, when and how do they buy?
Why do they buy (underlying needs from which CSFs
derived?
10. Use process to segment your market into groups of customers who
share the same needs, behaviors and current channel preference.
MARKET MAPPING AND SEGMENTATION WORKSHOPS
The objective of the workshop series is to produce a structure for the defined
market, which clearly identifies the different that customers look to be satisfied.
These different requirement s can then be used to develop the alternative
strategies that need to be implemented, to better access the segments and tune
product offers to suit the customer requirements.
It should be noted that most organizations do not have access to the information
to produce a definitive segmentation structure that 100% accurate. However
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most organizations do have sufficient internal knowledge to produce something
that is ‘roughly right’ and a reasonable staring point. Where this is not the case,
the process makes it very clear where the information holes are and the
importance of that information.
If research is required, the process ensures a rigorous and very targeted brief
can be produced.
The workshop series is structured in three phases, as follows:
1 MARKET DEFINATION
A market is defined in term of a need that can be satisfied by the product or
services customers view as alternatives. Once this is clear, the boundaries for
the segmentation project can be set.
2. MARKET MAPPING
Marketing Mapping is used to develop a clear understanding of how a market
actually works, looking at both the routes or channels to market and the roles of
influencers. A key stage in market mapping is to identify who makes the decision
between alternatives offers, as it is on these individuals/ departments that the
segmentation review will focus.
3. Market segmentation
Having identified the key junctions on the market map, these are analysing to
arrive at a segmentation structure. This is achieved by answering the following
questions.
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Who Buys?
Here the out of the market map is captured, by identifying and defining the
different types of decision makers such as large corporates, small independents,
individuals and so on, along with the revenue associated with their decisions.
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What is bought, where? When? How?
The objective of this step is to clear identify the Key Discriminating Features
(KDFs) used by the decision-makers to choose between one offer5 and another.
In an airlines example this could involves class of travel, fare type, additional
services (chauffeur drive, for example), schedule, airport, loyalty programmes
agency, direct and so on.
Who buys what?
The different types of decision makers identified earlier in the process are then
broken down in to a series of micro-segments, to reflect the different purchase
bundles they put together.
Why do they buy?
As segmentation is about splitting customers or potential customers within a
market into different groups or segments, (within which customers have the same
or similar requirement), understanding the real needs customers are trying to
satisfying by the purchase bundle they put together is a crucial step. This
information is converted into critical purchase influences (CPIs). For example,
some segments will be influenced by service and convenience, others by price
and so on.
It should also be noted that CPIs might retail to how the micro-segment wishes to
be served. For example some large customers may wish to be served by a single
point of contact for all their needs, in which case the channels serving those
needs should reach them; for other micro-segments the Internet may represent
the best way to serve the customer.
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MMAP– THE MARKET MAPPING TOOL
MMap introduces a uniform language for market maps
By adopting a single, consistent approach, MMap enables the marketing
process company to produce a series of market maps to allow easy
comparisons between markets
Maps constructed by MMap will be structurally and numerically consistent
MMap is versatile enough to allow comparison of volumes and values and
their percentages and market shares.
Market maps may be easily exported to a word processing or presentation
packages.
The structure of the map is continuously checked whilst drawing to ensure
consistency.
Each map is produced in full colour. A re- coloring tool facilitates viewing
of:
Routes through a channel
The influencers of particular channel and who the channel
consequently influences
Routes into and out of a channel by unique coloring by
channel.
EXPLATIONATION OF THE FORMAT: -
Our Superior give us a format of route in it Shop name, address, Phone of that
outlet, personal number are give and we have to fill the Warm stock mean how
much warm stock of Pepsi and coke they have which is out of freeze and we ask
them about their chilled stock of which they have in the freeze. We wrote that
ratio in crates. We ask to them which company chilling equipment they have. Is
they have a freeze of Pepsi, Coke and his Own, we also write size of freeze and
number of freeze the Retailers have. We wrote the channels of the shop whether
it is Restaurant, chemist, hotel, etc. We also see that, which company board they
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have. There are three types of sinages, which are like paint, global sinages
board, display board etc.
GSB (Global size board):- Which have tube light inside it which shine/ glow in
the night .
DSB (Display Size Board):-Which is made of tin board .
By this survey company get current information of the number of outlets.
They register the name of outlet, phone number, name of retailers. The meaning
of this survey is for the view of company get appropriate number of outlet. As the
map is given to us by this way company get one think that how the salesman do
his route. Is he re-distribute on that way which he already distribute bottle. By this
way get it fuel, and make such kind of mapping that which outlet come was to
salesman early he do it first
then go the farthest. Our information through this survey given to the company is
very much important for the viewpoint of company because every planning is
depending upon it.
The purpose of writing the name of outlets as the company had record of outlet
through last year GIS. They have record of name of outlet but the purpose is that
suppose, the outlet is name of retailer’s daughter and he changes it and any
other reason should be there. Now that same shop which is change but that new
name is not near to the company that why they do GIS every year.
Another purpose is see the monopoly of Pepsi and coke see their share value is
more the their competitor. We go with salesman in the Tata 407 and spent our
whole day in this activity of survey with them to Give them correct information
and put plotting the position of outlets and submitted it to our supervisor at night.
As we write the chilled equipment, by this company know how much freeze are
plotted in the market. We find in some route where company give less freeze so
they concentrate on that route and we also saw such route also where company
gave two freeze in 1 outlets, so that this is the reason to ask the question
regarding to the company requirement.
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By writing the chilled warm and warm stock company can know how much empty
bottles they have in the market. So that they take them back, See the record of
the outlets. See which empty bottles are more in the market, see the share of his
in the market.
By the sinages board company get information that who many shops get they
board from the Pepsi.
WE work in the C&F of Pepsi under Varun Beverages Ltd. We work there 8
weeks. We get a lot of experiences by working their, the CE of S. K. Depot and
Gupta Cool Company can give us route on which we work. They sent us with the
salesman. Salesmen guide us a lot in this project of summer training. We see
how they sale the product achieve their daily sales target. WE listen the problem
of retailers and try to solve and tell to the supervisor. We went with the salesman
at the mourning 8.00am, do our survey whole day with them. We write the name
of shop, which the salesmen go, and sales our product.
By their project get a experience of customer behavior. As it saw marketing and
very much helpful to use to grow in the future, through come in the market get
perception of the retailers regarding to our product, We also work in the sales
and launch of Lipton ice Tea which is conglomerate with Pepsi. We are also work
in those activities. WE also promote Mirinda Lemon, Mirinda Batsman blast. By
the mapping CE can get help for setting sales target for the salesman.
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OBJECTIVE OF THE STUDYPrimary Objective:
To get correct geographical information system about their outlets in East Delhi
(Nand Nagri, Khichripur) so that company can know their share in the market.
They get information how much they invest in the market and how much more
they can invest to grab the market share.
SECONDARY OBJECTIVE:
The objective of this project is to give correct geographical information system to
the company, so that they know about their outlets in East Delhi and know about
their competitor’s shares in the market. By this project company know which
brand is more in demand and which in less demand, get customer opinion
regarding the brand which the like. Company can get a list of their monopoly
outlets .For this project I have done a survey of outlets of Khichripur under CE
retailers and customers in order to get an idea about what they like and dislike
about both Pepsi and Coke.
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SCOPE
The scope of this project is to give correct information to the company about their
outlets in East Delhi,so that they know how many new outlets are open in that
area as compare to last year and what is the ratio of new outlets open in last
year. . By this survey company can make a dynamic strategy in the market for
their growth.
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RATIONALE
To command in the market and grab the large share in the market is the main
concern of any company. Pepsi is one of the giant shareholders in India. The
main competitor is coke. The major think to study in this project is that how
company do geographical information system every year to know about their
share in the market .By this way company invest in any market .If they have
lesser share than coke they invest more to grab the market, by increasing bottles
in the scheme or give attractive gift to the retailers and customers.
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RESEARCH METHODOLOGY
Marketing research specifies the information required to address issues, designs the
method for collecting information, manages and implements the data collection
process, analysis the results, and communicate the findings and their
implementation.
In this research process the data is collected through different sources and
interpreting it in desired way, once the objectives is clear, different techniques and
methods are adopted to achieve them.
The steps involved in research methodology are research question, hypothesis
formulation, research design, data collection method, sampling plan, fieldwork, data
analysis and interpretation. The steps are as followed.
RESEARCH QUESTION: Is strengthening of new marketing mapping responsible
for increasing market share?
NULL HYPOTHESIS: Strengthening of marketing mapping does not increase any
market share.
ALTERNATE HYPOTHESIS: Strengthening of marketing mapping increase market
share.
RESEARCH DESIGN
Research design is a framework for conducting the marketing research. Its purpose
is to design a study that will test hypotheses of interest, determine possible answer
to the research questions, and provide the information for decision-making. This
research design is a causal type of research design.
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DATA COLLECTION METHOD
In research collection method there are two types of data.
PRIMARY DATA:
Primary data is collected through survey of outlets, questionnaire, and personal
interviews with retailers and different employees of Pepsi ( like salesman, etc.).
EDS
Every dealer survey is a tool provided by the company to find the market share
Pepsi vs Coca-cola in the market.
SECONDARY DATA
Secondary data is collected through Internet, Journals, and Magazines, Newspaper
etc.
SAMPLING PLAN:
The sampling is based the sample technique which is QUATO SAMPLING here, a
non probability sampling technique that is a two-stage restricted judgment sampling.
The first stage consists of developing control categories or quato of population
elements. In the second stage, sample elements are selected based on convenience
or judgment.
Retailers are samples in the project and the sample is collected by East Delhi
region.
SAMPLE SIZE
The sample size calculated is 200 outlets in Nand Nagri and Khichripur
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LIMITATION
1 One of the major limitations of the research can be that data is collected in
the hike period of sales that is April to June and hence it can fluctuate.
2 Some retailers are not interested in research work and therefore they
refused to give data required for research work.
3 Some shops of Pepsi status are left, as the salesman does not visit them
on daily routine.
4 Some retailers are not providing correct data, as they are not interested in
the marketing mapping.
5 Many retailers are providing wrong data by over quoting the data as they
want to create good impression in front of the company.
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S.W.O.T. ANALYSIS
1. STRENGTH
GIANT PLAYER
STRONG MARKETING STRATEGY
2 IN 1 BENEFIT
2. WEAKNESS
DELAY IN THE DISTRIBUTION OF GIFTS.
DELAYS IN SALE SERVICES.
NOT PROPERLY LISTEN THE COMPLIAN OF.RETAILERS.
PROMISES ARE NOT FULFILED
3.OPPORTUNITY
1 WELL KNOWN AWARENESS OF BRAND IN OUR COUNTRY.
2 ITS BRAND FLAVOUR ATTRACTIVE TO THE CUSTOMER..
3 THROUGH ITS GOODWILL NAME IT EASY TO ITS NEW BRAND RUN
IN THE MARKET.
4.THREATS
1 STRONG COMPETITOR LIKE COKE.
2 EXISTING FLAVORS.
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S. T. P. ANALYSIS
SEGMENTATION:
The company segments its product according to geographical means. Cold drink
was segmentation in East Delhi Pepsi aims at expending their how in all parts in
India.
TARGET:
Basic aim of the company is to expand its outlet and getting knowledge through
GEOGRAPHICAL INFORMATION SYSTEM. By GIS company get full
knowledge of its outlet which take only Pepsi and know about those outlets which
take only coke. Company is to grasp this outlet to make himself as a giant player
in soft drinks business. Childrens and Teenagers are the main segment to the
product on the basis of flavor..
POSITIONING :
Through Marketing Mapping, Company can know about its real position in the
market. Investment in the market is basically depending upon GIS and lot of
dynamical strategies of market planning. The mission of the Pepsi is towards
reaching to the last consumer and leaving name in their minds.
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MARKETING MIX
PRODUCTS
Pepsi makes CARBONATED SOFT DRINKS i e.cola and non-cola flavor.
Product refers to the physical goods features like product variety, quality, design,
features, brand name, packaging, size, services, warranties etc. this is the
feature the marketing mix that make a customer decide upon the first of buying
the product or not.
CORE BRANDS:
1 PEPSI
2 NEW MIRINDA LEMON
3 MIRINDA ORANGE
4 SLICE
5 MOUNTAIN DEW
6 7UP
7 AQUAFINA
8 LEHAR SODA
9 MIRINDA BATSMAN BLAST
10 LIPTON ICE TEA
PACKAGES
Two types: single serve and multi serve
67 packages sizes and types.
Materials: glass, plastics, cans, syrup.
Packages may be returnable or non returnable.
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PROMOTION
Promotion are basically those activities, which are board in aim and scope which
may be in form of prize, price coupons, premiums, contests or discounts
promotions usually offer the consumer a special reason for buying. Varun
Beverage Noida does its sales promotion through various types of schemes such
as daily, monthly, annual schemes, merchandising of materials, and add
promotion.
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PRICING
Consumers are only concerned with what they think its worth to them. In other
words, what value they put on it. The prices of Pepsi products are given to the
retailers as below.
1. PEPSI
200 ml Rs.5.25
300 ml Rs. 7.25
500 ml Rs. 15.63
2 Lit. Rs. 36.11
2. MIRINDA LEMON
200 ml Rs. 5.25
300 ml Rs. 7.25
500 ml Rs. 15.63
2 Lit. Rs. 36.11
3. MIRINDA ORANGE
200 ml Rs. 5.25
300 ml Rs. 7.25
500 ml Rs. 15.63
2 Lit. Rs. 36.11
4. MOUNTAIN DEW
200 ml Rs. 5.25
300 ml Rs. 7.25
500 ml Rs. 15.63
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2 Lit. Rs. 36.11
5. SLICE
250 ml Rs. 7.25
6. AQUAFINA
1 Lit. Rs. 7.75
7. LEHAR SODA
300 ml Rs.4.25
500 ml Rs. 8.29
8. MIRINDA BERRY
300ml Rs.7.25
500ml Rs. 15.63
9. LIPTON ICE TEA
300mi Rs. 8.13
10. 7UP
200ml Rs. 5.25
300ml Rs 7.25
500ml Rs. 15.63
2 Lit. Rs. 36.11
PUNCHLINES
“YEH DIL MAANGE MORE.”-PEPSI
“JOR KA JHATKA DHIRE SE LAGE”---MIRINDA ORANGE
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“GOOD FOOD TASTES BETTER WITH PEPSI”---PEPSI
“CHEETAH BHI PITA HAI”---MOUNTAIN DEW
“LEMON KI TAAZGI, ADRAK MAAR KE”---MIRINDA LEMON
“TERI TO GAAYE”---PEPSI WORLD CUP
“ HAMMES MILNE KI PYASS HAI”----PEPSI CONTEST
“NOTHING OFFICAL ABOUT IT”----PEPSI
“YEH PYASS HAI BADI”----PEPSI
“OYE BUBLY—OYE BUBLY”----PEPSI
“ANDAAZ SABSE COOL”-----7UP
“YEH HAI WRITE CHOICE BABY---PEPSI
PEPSI CELEBRITES
o SACHIN TENDULKAR
o AMITABH BACHAN
o SHAHRUKH KHAN
o PRIETY ZINTA
o KAREENA KAPOOR
o ADNAN SAMI
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o AJAY JADEJA
o COURTNRY WALSH
o CARL HOOPER
o SHANE WARNE
o SAIF ALI KHAN
o YANA GUPTA
o HARBHAJAN SINGH
o YUVRAJ SINGH
o ZEHEER KHAN
o SOURAV GANGULI
PLACE
Place is not just about distribution, it’s about convenience too. If the product is
not available where and when people need it, you could end up with a
warehouse full of unsold stock.
Place is the also part of market mix. After product, price and
promotion ,place is very important for marketing. Place means how the conpany
place it’s product and service into the market. The hierarchy of products
distribution into the market has been mansion below.
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BUSINESS OPERATION OF PEPSI
COBO: --- Company On Business Operation
FOBO: --- Franchise On Business Operation
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COBO FOBO
PEPSI (USA)
PEPSICO (INDIA HOLDING PVT LTD)
JAIPURIYA GROUP
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BUSINESS OPRATION OF RKJ (GROUP)
COLD DRINK FOOD EDUCATION CONSTRUCTIONHOTEL
PEPSI
PIZZA HUT EADIBLE OIL ICE CREAM
DPS MMI
JAIPURIYA CONSTRUCTION
LEMON TREE HOTEL
HIERARCHY OF PRODUCT DISTRIBUTION
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MANUFACTURING PLANT
SUPPER DISTRIBUTER DISTRIBUTER
RETAILER
DEALER RETAILER
RETAILER CONSUMER
CONSUMER
CONSUMER
HIERARCHY OF VISI (REFRIGERATOR)
DISTRIBUTION DEPARTMENT
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CHAIRMAN
VP TECH.
MARKETING EQUIPMENT MANAGER
MARKETING EQUIPMENT CO-ORDINATER
M,ARKETING EQUIPMENT EXECUTIVE
TECHNICIAN
SALES
HIERARCHY OF TRANSPORTATION
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CHAIRMAN
VP TRANSPORTATION
GENERAL MANAGER
TRANSPORTATION EXECUTIVE
MACHENICS
HIERARCHY OF MARKETING DEPARTMENT
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CHAIRMAN
MARKETING UNIT MANAGER
UNIT MANAGER
TDM MDM
ADC MDC
CE MDE
SALESMAN (RA)
FINDINGS
1 Lack of merchandising materials of displays in the market.
2 Change of regular salesman from his route create gap between company
and retailers leading to decrease in sales.
3 50% retailers don’t know their CE because of frequent changes in the
fieldwork and quick transfer of the staffs.
4 Some times the vehicles get late in the depot and coca-cola vehicles
reach in the market first due to which they snatch that’s day sales of Pepsi
and decrease sales.
5 Display schemes of coca-cola is more cashing for retailers in comparison
of Pepsi because for display of coca-cola products, the retailers got the
prizes every month while for Pepsi the retailers have to waits for at least 2
to 3 months for getting prizes.
6 Demands of all flavors are not fulfill.
7 There are some outlets which has a regular sale of 5-6 crates but not
been provided any signage or merchandising materials for display of the
New Mirinda Lemon.
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CONCLUSION
Pepsi introduced the new GIC (Geographical Information System) which includes
Marketing Mapping. GIC helps to track the number of Retailer Outlets. By GIC
the finding of the Fault created by the drivers. Using Marketing Mapping one can
decide the travel path, finding the shortest routes and finding new routes, thus it
save time, economical value, etc. Using GIC the retailers can estimate when the
truck driver will come. Benefit for the company---- Sales volume will increase
Benefit for the retailers------Estimation of time.
It can increase customer base.
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RECOMMENDATIONS
1 Company needs advertisement of mapping through effective tools like
making graph, maps, etc.
2 Company needs to check out the distribution of marketing mapping and try
to provide it on time.
3 Company needs to advertise more and more for marketing mapping
because very few people know about marketing mapping.
4 Salesman should be aware of their duties and responsibility and should
perform in efficient manner and the company should check their
performance.
5 The company should motivate the retailers by delivering the gifts on time
and build up the good relations.
6 The field officer should listen the problems and try to solve them as soon
as possible.
7 Company should give attention towards the remote areas and those areas
lacks the facilities provided by company as sales generating assets.
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BIBLIOGRAPHY
Books Referred
1) Marketing research Naresh K. Malhotra
2) Marketing Philip Kotler
3) Marketing management Rajan Saxena
4) Quantitative methods B.M. Aggarwal
Internet Websites
www.pepsiworld.com
www.pepsico.com
www.rkj.com
www.jaipuriya.com
www.pepsiamerica.com
www.google.com
www.coke.com
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QUESTIONNAIRE
Name ___________________________
Gender Male / Female
Occupation _______________________________
Education _______________________________
Age _______________________________
Q 1) HOW MARKETING MAPPING USEFUL TO THE COMPANY?
o Through mapping company can know the exact position about Retailer
o Driver cum salesman dont cheat the company by providing wrong
information
o Time is punctual
o All
Q2) Does the mapping chart give time punctual for the benefit of retailer or
not?
o Benefit
o Useless
Q3) Does the mapping chart is prepare for the useful to retailer or not?
o Useful
o Not useful
Q4) Whether the new routes to customer retailer by marketing mapping are
found ?
Yes
No
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Q5: -Are the salesman gives and tells them all displays and scheme?
Tell all display
scheme
Not clearly tell
display
Q6) Are they satisfied with the salesman service?
Very much
satisfied
Just satisfied
Not satisfied
Q7: -By, which condition retailers, buys more brands of cold drinks?
scheme
gift
discount
Q8: - Which company chilling equipment is more in the area of Nand Nagri &
Khichripur
Of cold drink?
Q9: - Which brand of Pepsi, Coke and others is like more by the customer?
PEPSI AND ITS BRAND COKE AND ITS BRAND OTHERS
pepsi
coke
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Q10: -Are you happy with the chilling equipment of Pepsi?
Yes
No
Q11: -Which taste you prefer more?
Full cola taste
Full fruit taste
can't say
Q12: - Are the CE regularly visit to your market and listens your problem
sincerely?
Yes
No
Q13: -Which are the products that you sale on regular basis?
Cola
Non-cola
Fruit juice
Others
Q14) On an average, how much is the total sale of all brand in season?
1-5 crates
5-10crates
10-15crates
More than 15 crates
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Q 15) On an average, how much is the total sale of all brands in off-
season?
1-5 crates
5-10crates
10-15crates
More than 15 crates
Q16) What kind of support you need from the Marketing Mapping for increased Sale
of the Product?
Timely Distribution
Advertisement
To provide more schemes
Others
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