ram dayal gupta project

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A

PROJECTReport0n

At

Submitted In Partial Fulfillment for the Degree ofMaster of Business Economics&finance

BUNDELKHAND UNIVERSITY, JHANSI

Submitted to: SubmittedBy:

Dr. ANUP Singh RAMDAYAL GUPTA

ASSI.PRO,IEF, B.U., JHANSI MBEF 2nd year

ROLL NO-10502013


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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 acomplete 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.

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Acknowledgement

This project report had been possible through the direct and indirect co-operationof 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 tothe study.

It is always pleasurable or feeling an excitement of doing work under guidanceof teachers. I am grateful to Dr. ANUP Singh for his valuable anencouragement in my Academic endeavor.I am thankful to all faculty members colleagues friend and respondent ofBAZPUR city whose cooperation helped me for complete my project.

I am beholden to my parents and other family member for their blessing andencouragement, Last but not least my sincere thanks to my mentor toDr.ANUP SINGH who allowed me permission to work under his guidanceand played a role of torch bearer to make this report.

RAM DAYAL GUPTA

M.B.E.F 4rd SemB.U. ,JHANSI

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PROJECT PROPOSAL SHEET

PROJECT TITLE:

A THOUGHTFUL STUDY OF PEPSI IN BAZPUR AND NEARBY AREA

MARKET

NAME OF ORGANIZAYION: - PEPSICO INDIA HOLDING LTD

.

NAME OF STUDENT: - RAM DAYAL GUPTA

INCHARGE OF PROJECT: - Dr.ANUP SINGH

FACULTY GUIDE: - Dr. ANUP SINGH

PROJECT DURATION: - 30 DAYS

RESEARCH AREA: - BAZPUR

METHODOLOGY APPLIED: - PERSONAL INTERVIWE WITH

OUTLET

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STUDENT DECLARATION

This project has been undertaken as a partial fulfillment of the requirement for

the degree ofM.B.E.FofBUNDELKHAND UNIVERSITY JHANSI

This project was executed during the written break offer the third semester underthe supervision of Dr. ANUP Singh further I declared that this project in myoriginal work & the analysis and finding are academic purpose only.

RAM DAYAL GUPTAM.B.E.F 4rd Sem

B.U. ,JHANSI

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INDEXPrefaceAcknowledgement Project proposal sheetStudent declaration

Table of Contents

CHAPTER -1Introduction

CHAPTER-2Company 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-3Research Methodology

CHAPTER-5S W O T analysis

CHAPTER-6My findings

CHAPTER-7My suggestion .

CHAPTER-8Limitation

CHAPTER-9

Conclusion

Questionnaire Bibliography

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INTRODUCTION

This project report is prepared for the submission to the BUNDELKHANDUNIVERSITY, JHANSI.

This project was prepared during the summer training conducted in consecutiveeight week in PEPSICO INDIA HOLDING PVT. LTD It was based ontheoretical/practical knowledge gained by the survey.The theme of the survey is the measurement of market share of Pepsi inBAZPUR.

The soft drink industry is sure to enter a booming phase in near future and thedrinks will be available any where. To dominate the market share. Properstrategy should be formulated, and for this a pulse of the market should be takenconsistently, since there is no independent market research agency that tracksretail sales, so from time to time research projects are undertaken and this

project was a endeavor in that direction previously there was no competition inthe Indian soft drinks market, but will all these companies coming in the Indianmarket, a huge competition was taken place with high voltage advertisement.

The industry is in the midst of mature phase and his distribution networkdominates keeps on shifting from company to another. But it is almost a duopolymarket. 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 NewIreland 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 baseprimarily 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

reputationPepsi 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 3 rd

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 Uttarakhandin year 1997 and bottling started from the 5 May 1998.

The plant of PepsiCo India Holding (P) Ltd. At Bazpur haseffective manpower of 122 that includes both line and authorities

The bottling capacity of India Holding (P) Ltd. At Bazpur plant is1,000 bottles per minute everyday. There are about 60,000 cases of

bottles, which are kept for bottling purpo

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

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DIFFERENT FLAVOURS OF PEPSI

In the plant of PepsiCo India holding (P) Ltd. There are produceddifferent 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 STRUCTURE28


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UNIT MANAGER

P.A.M. T.D.M. U.H.R.M.

PLANT MANAGER

HUMAN RESOURCES

MARKETING

MANUFECTURING

PURCHASE

ACCOUNT

SHIPPING

U.F.M.

QUALITY CONTROL


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FRONT LINE Serve the customer

Territory = group of customer

Four main fronts line position

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Territorycoordinator

Customerrepresentation

Territory

developmentmanager

Accountdevelopmentrepresentation


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MARKET UNITSExecute flawlessly

Market units = common geographical area

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Accountdevelopment

representation

Plantmanager

Marketingequipmentmanager

Unitmanager

Territorydevelopment

manager

Marketdevelopment

manager

Humanresource

Finance

Marketunit

Marketunit

Marketunit

manager

Marketunit

Marketunit


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Business units implement resource & support

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Accountdevelopmentrepresentation

Plantmanager


Unitmanager


manager

Marketdevelopment

manager

Humanresource

Finance

Marketunit

Marketunit

Marketunit

manager

Marketunit

Marketunit


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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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ORGNIZATION STRUCTURE

(1) SalesWorks with customers to ensure they are satisfied

develops & communicates customers strategy

organizes promotion schedule

(2) FinancePlans manager & reports finances

Plans & manages financial decisions

Financial reporting

Information technology

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Lime lemon regular cola25% 45%

Orange15%

Otherflavors15%


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3) Human ResourcesDevelops employees skills and capabilities

Recruitment

Compensation and benefits

Training and development

4) Marketing Builds consumer and customer preference

Studies consumers, market trends, consumptiondata, 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

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Franchise bottlers

Marketunit

OperationSales MarketingHumanresource

Marketunit

Franchisedirector

franchisemanager

Marketunit

Marketunit

Finance Corporateaffairs

Businessunit

Businessunit BUGM

Businessunit

Businessunit


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Support Center

Located in purchase, New York

Provides resources, leadership, guidance

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Accountdevelopment

representation

Plantmanager


Unitmanager


manager

Marketdevelopment

manager

Humanresource

Finance

Marketunit

Marketunit

Marketunit

manager

Marketunit

Marketunit

OperationSales MarketingHumanresource

Corporate

affairs

Businessunit

Businessunit BUGM

Businessunit

Businessunit

Finance


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BEVERAGE CONSUMPTION (Liter/capita)

0

510

15

20

25

30

35

40

45

50

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 consumptionFor carbonated soft drinks

(8 oz. Severing)

0

50

100

150

200

250

300

350

400

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 guidedby 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) 300ml500ml

MERINDA (Orange)

200ml300ml500ml1000ml1500ml2000ml.

MERINDA (Lemon)

200ml300ml500ml1000ml1500ml.

MOUNTAION DEW

200ml300ml500ml1000ml1500ml2000ml.

7UP 200ml300ml500ml1000ml1500ml2000ml.

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 330ml.

FOUNTAIN PEPSI:-

PEPSI 300ml.

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: Are the basic requirements

WANTS: Need become wanting when they are directed to

specific objects that might satisfy the need.

DEMANDS: Are Wants for specific products backed by an ability to

pay.

PRODUCTS: Need satisfying entity.

Or

Everythings that we come across in our daily life.

EXCHANGE: Is the process of obtaining a desired product from

someone by offering something in return.

TRANSACTION: Is trade of values between two or more parties.

MARKET: 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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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 ofdescription & 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

are collected by following method.

a. Post Interviews

b. Telephone Interview

c. Personal Interview

d. Group Interview

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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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COMPARISION BETWEEN PEPSI & COCA COLA SALE ON BAZPUR DORAHA

58

SALE OF SIX MONTH'S(PEPSI)

0

500

1000

1500

2000

2500

3000

DIFFRENT RETAILERS

TOTALSAL

E(InCrates

ss s

SALE OF SIX MONTH'S (COLA COLA)

0

200

400

600

800

1000

1200

DIFFRENT RETAILERS

TO

TALSALE(InCrate

S


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COMPARISION BETWEEN PEPSI & COCA COLA SALEON RAMRAJ ROAD

59


0

200

400

600

800

1000

1200

1400

1600

DIFFRENT RETAILER

TOTALSALE

(incrates)

SALE OF SIX MONTH'S(COCA-COLA)

0

100

200

300

400

500

600

700

DIFFRENT RETAILERS

TOTALSALE(in-crates


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COMPARISION BETWEEN PEPSI & COCA COLA SALE

AT KELAKHERA & BERIYA

60

PEPSI SALE OF SIX MONTHS

0

500

1000

1500

2000

DIFFRENT RETAILERS

TOTALSALE(InCrates

SALE OF SIX MONTH'S(COCA COLA)

0

200

400

600

800

1000

1200

1400

DIFFRENT RETAILERS

TOTALSALE(InCrate


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COMPARISION BETWEEN PEPSI&COCA COLA SALE AT RATAN

CINEMA & MANPUR ROAD

61


0

200

400

600

800

1000

1200

1400

1600

PCI

DIFFRENT RETAILERS

TOTALSALE(In

Crate)

SALE OF SIX MONTH'S (COCA COLA)

0

100

200

300

400

500

600

700

DIFFRENT RETAILERS

T

OTALSALE

(In

Crate)


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SWOT ANALYSIS

S STRENGTHS

W WEAKNESS

O OPPORTUNITY

T 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 ofcold drinks

Others popular brands are available in the market which may effect thesale 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 Retailers

Consumer 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. Non alcoholic Beverage2. Snack Foods

3. Fruits Juices

PEPSI COMPANY

_______________________________________________

Non Alcoholic Beverage Snacks Foods

Fruits Juices

Tropicana 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 loosetheir 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 productscustomers 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

competitor is Coco Cola Co. both have been sailing thirst quencher

for 100 years. That is now global brands. Their bottles move

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. Name of the outlet?

Q2. What type of outlet?

Q3. What is the total sale of outlet per day in respect of soft drink?

Q4. Sale of Pepsi per day?

Q5. What type of cooling equipment?

Q6. What type of glow sign in & on the shop?

Q7. What type of dealer board on the shop?

Q8. Other facilities provided by the distributor?

Q9. 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. PEPSI-COLA COMPANY, A DOMESTIC

HISTORICAL OUTLINE. JAMES JONSAN, Chicago, IL. 1984.

2. The other guy blinked how Pepsi won the cola wars.

Roger Enrico. Jesse Kornbluth, bantam books, 1986.

3. Pepsi-cola collectors club newsletters, bob Stoddard,

editors, Covina, 1984 to 1988.

4. Marketing management 12th Edition-Philip Kotler.

5. www.pepsicoindiaholding.com
http://www.pepsicoindiaholding.com/http://www.pepsicoindiaholding.com/

ram dayal gupta project

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