sales promotion activities

Download Sales Promotion Activities

Post on 30-Aug-2014




7 download

Embed Size (px)




Submitted for Partial Fulfillment of MASTER OF BUSINESS ADMINISTRATION

Submitted To:Mr. Vivek D Singh (Faculty of Management department)

Submitted by:Sanjeev Singh MBA 3rd Semester Roll No.10290500046

Submitted ToSARASWATI INSTITUTE OF MANAGEMENT AND TECHNOLOGY Affiliated by Uttarakhand Technical University Dehradun12Km on Rudrapur-Gadarpur Road, P.O. Pram Nagar via Gadarpur(U.S.Nagar) Uttarakhand Website:

DECLARATIONI, Sanjeev Singh hereby declare that the summer project report titled A study on sales promotion activities written and submitted to UTTARAKHAND TECHNICAL UNIVERSITY, DEHRADUN by me is my own and its equal copy has not been reproduced to any other institution/university or published anywhere else. I understand that such reproducing is liable for punishment in any way the university deem fit.

Place: Rudrapur Date:

Sanjeev Singh Roll No: - 10290500046 MBA 3rd Semester


A task undertaken without offering prayers to almighty and talking blessings from the elders is not a good beginning. Likewise the work completed without acknowledging the assistance to those who were always by my sides to make my efforts fruitful in the task left incomplete. In the beginning, I would like to express my sincere thanks to my Institute teachers for giving me an opportunity to take the practical experience of working life. I convey my sincere thanks to Mr. VIVEK D SINGH, Faculty Guide, SIMT, Rudrapur for providing me the proper guidance for providing me the opportunity to carry out my summer training project effectively and efficiently. I would also like to pay thanks to all my classmates and friends and my family members for co-operating with me and helping me to complete the project.


Sanjeev Singh Roll No: - 10290500046 MBA 3rd Semester

CONTENTSChapter No. 1 TopicINTRODUCTION 1.0 Introduction 1.1 Introduction about the study 1.2 The Industry 1.3 Soft Drinks in India 1.4 Market growth rate and demand trend 1.5 Objective of the study 1.6 Scope of the study 1.7 Methodology of the study 1.8 The survey 1.9 Sources of data 1.10 Limitation of the study 10 10-13 14-15 16-20 20 21 21 21-22 22-23 23-29 29

Page No.


COMPANY PROFILE 2.0 History of the Pepsico India Pvt. Ltd 2.1 Vision 2.2 Mission statement 2.3 Philosophy 2.4 Organizational structure 2.5 Corporate Social Responsibility 2.6 Majors competitors 2.7 HR Practice 2.8 SWOT Analysis 2.9 Product and Technology 3 EMPIRICAL STUDY 31 31 32 32 33 34 34-35 35-37 38-40 41-42 44-52




EXECUTIVE SUMMERY OF TRAININGPepsiCo is a world leader in a convenient food and beverages in 2007, with revenues of more than & 32 billion and more than 1, 57, 000 employees. The company consists of Frito-lay North America PepsiCo Beverages North America, PepsiCo International and Quaker Foods North America. PepsiCo brands are available in nearly 200 countries and territories and generate sells and the retail level of about & 85 billion. PepsiCo is the worlds premier consumer Products Company focused on convenient foods and beverages.

PepsiCo is India produces healthy financial rewards to investors as it provides opportunities for growth and enrichment to employees, business partners and the communities in which it operate.

The project was undertaken under the guidelines of Bazpur, Pepsico India Pvt Ltd, an franchise of PepsiCo limited to survey the market of Rudrapur and outer Rudrapur in order to know the problems faced by distributors and the retailers and to recommend the company how to solve these problems.

Chapter 1 Introduction about the study The Industry Soft Drinks in India Market growth rate and demand trend Objective of the study Scope of the study Methodology of he study The survey Sources of data Limitation of the study

1.0- INTRODUCTIONGood marketing is no accident, but a result of careful planning and execution. Marketing practices are continually being refined and reformed in virtually all industries to increase the chances of success. Marketing excellence is rare and difficult to achieve. Marketing is both art and science there is constant tension between the formulated side of marketing and the creative side. The world economy has undergone a radial transformation in the last two decades Geographical and cultural distance have shrunk significantly with the improvements in the production, transportation and communication. These advances have permitted companies to widen substantially both these markets and their supplier sources. And thus the role of marketing becomes wide. Marketing is the specialization subject of MBA curriculum. When a flood of consumer products are coming into the market, every company needs people specialized in marketing to promote their product. Marketing deals with identifying and meeting human and social needs. One of the shortest definitions of marketing is meetings needs profitably. The 21st century is the era of Advertising, Marketing and Sales Production; Marketing is to convert social needs into profitable opportunities. As it is said Marketing thinking starts with the human needs and wants. Apart from basic necessities of air, water, shelter and clothing, every person has strong

desire for recreation and entertainment. They have strong preference for particular brand of basic and services. Marketing serves as the link between the societys needs and its pattern of Industrial response. Beverage industry is one of the fast growing industries in India. We can divide Beverages into two sections i.e. Alcoholic & Non-alcoholic. The non-alcoholic drinks are soft drinks that can be further classified Cola, Lemon, Orange, Mango and Apple segment.

1.1 INTRODUCTION ABOUT THE STUDYI was assigned to study the promotional activities of Pepsico India Pvt. Ltd. Promotional activities play a greater and important role in the entire marketing effort being carried out by Pepsico India Pvt.Ltd, to generate more sales as well as to create and maintain an image of its product. Thus Pepsico India Pvt. Ltd carried out its promotional activities as a controlled and integrated program of communication and material design to present its soft drink to the prospective customer. It also helps in communication the need satisfying qualities of soft drink, to facilitate the sales and eventually to contribute towards the profit in long range. The tools used by Pepsico India Pvt. Ltd, for fulfilling the various purposes of its promotional activities are the following: Point of sale display Dealers sales contest Sales promotion through special event market Advertising Incentives Games

Point of Sale Display: A sensible man does not have to go far to find out whatever a common panwala knows that people buy with their eyes. Every item on sale in a shop is displayed in front where people can see it at first sight. It is the same with all the shops and vendors in towns either selling consumer or selling soft drinks. Rather in selling a product like PEPSI display is more than help, it is an essential element because soft drink is bought on impulses on the spur of the movement. Thus the product is tested when it is brought at peoples attention. Dealers sale contest: Another method of sales promotion being used by the Pepsico India Pvt. Ltd., through its distributors is to conduct dealers sales contest during the peak seasons i.e. during April to July. In it the dealers are given prize in the form of cases of soft drinks. In the contest at first his or her respective distributors according to there categorize each dealer. And then each distributor fixes a target of minimum sale for each category to which every dealer according to his or her category has to achieve during the contest period. The dealers achieving highest sales over and above the target set is giving the awards as under, the order of prizes announced are first prize, 2nd prize, and 3rd

prize in terms of number of free cases of soft drinks which was Pepsi space club 2006 Programme.

Special event market:The dealers at special event sports place the banners and stall of Pepsis product like picnic fates cricket test match, social are also used to cater the people. It helps in promoting the sale as well as in creating an image product.

Sales man contest:Sales man contest are held to motivate the sales man. Sales man contest are held to motivate the sales man. Under the scheme salesmen are given monetary incentive on the basis of sale made in their given route.

Media planning:A very important part of advertising is to decide the medium of advertising and how much to spend in each media:Newspaper & Magazines, Radio, TV, Hoarding, Product of sales materials (paintings, glow signs, D. Board) Advertising is one of the important factors which all put together results sales. It has to be backed by the distribution network, effective servicing, dealer, goodwill and so on. Thus advertising has to be very carefully woven with the entire demands of marketing.

MERCHANDISING/ DISPLAYSProper merchandising and display at the store level promotes sales; it promotes the consumer to switch over to the displayed brand ignoring existing brand loyalties; it persuades him to buy now rather than latter; and it makes him buy more than the originally intended quantity. All these are essentially sales promotional functions. While advertising can only make a consumer aware of the product or generate a desire for it, merchandising/ display often motivates a consumer to buy a product instantly. Point of purchase displays are on


View more >