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ONTO evaluate the competitive Strength of Pepsi in a
given market place to improve its competitive
edge in the market place.
GORAKHPUR CITY
FOR
PEPSI
BACHELOR OF BUSSINESS
ADMINISTRATION(2006-2009)
SUBMITTED BY:-SAURABH SINGH
UNDER THE SUPERVISION:MR. YASH SHRIDHAR MR. RAJAT VERMA
(ASSISTANT FACULTY) (PROJECT GUIDE)IISE LUCKNOW PEPSICO. INDIAHOLDING PVT.LTD. GORAKHPUR (U.P)GORAKHPUR (U.P)
INTERNET INSTITUTE OF SPECIAL EDUCATION.
(AFFLIATED TO Dr. B.R. AMBEDKAR UNIVERSITY,AGRA)
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ACKNOWLEDGEMENT
It is really a great moment for me to present this report of my summertraining.
Dedication, hard work and application are vital for achieving any goalbut these are also awarded by guidance/co-operation and
proper assistance. A number of persons have given theirprecious time and ideas to complete the report.
I am highly indebted to Mr. Nitin Bhandari (T.D.M), Pepsi Co. LtdLucknow, who kindly gave me opportunity in this organization.
I also wish to express my sincere gratitude to Mr. Rakesh Shukla(ADC) in Lucknow for this help and proper assistance without which
this report could not have been complete.
I am highly thankful to Mr. Mukund Mathur (Customer Executive) andother customer executives of warehouse, distributers who have provided mewith their great help ,generosity and enthusiasm that enable me incompleting this project.
I am greatly indebted to Mr. Yash Shridhar (Faculty Member) ofInternet Institute of Special Education , Lucknow who arranged my summer
training in this organization.
Saurabh singh
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PREFACE
As a part of BBA curricular summer training was undertaking with
Pepsi Co. India holding Ltd. One of the biggest soft drinks makers inthe world.
The summer training went for one months i.e.04-06-08 to 04-07-08.
The purpose of this training was to have practical experienceexperience of working in marketing organization to have expousure tovarious management practices in the field of marketing.
During this training apart having the practical experience thisproject was assigned to me.
The report is an attempt to go through the details of penetration ofpepsi and to study the strategy of the organization to gain to the marketshare.
No professional curriculum is considered complete without workexperience. Every individual who is doing management studies has toundergo this phase to practical study before he/she can considerhimself/herself fully qualified as a potential manager
.
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EXECUTIVE SUMMARY
This project report is prepared for submission to the in Internet Institute of
Special Education , Lucknow partial fulfillment for the degree of
"Bachelor of Business Administration.
This project was prepared during work the eight weeks as summer
trainee in Pepsi Co. India holding Ltd, Gorakhpur on the topic of "Every
dealer survey for different segments of Pepsi share Gorakhpur.
For every human being there are basic necessities like food, shelters
water, air etc. Without which no human being can service. Water is
consumed in different from for instance tea and coffee is preferably
consumed in winters and soft drinks are mostly preferred in summers.
The average human body requires at least six once of liquid
everyday to service. The Indian mythology " Jal Hi Jeevan Hai " is proven
by science and technology.
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The Indian cola Industry wants to offer Pepsi to consumer in place
of water and to provide slice in place of fruit, because fruit may not be
available in all seasons but slice will be available in all seasons. That's the
way company wants to spread in the Indian market.
There are many players in the industry market having their own
different strategies to have competitive edge on the competitors. If we
look at the present scenario and we found that if a person in thrust then
the first thing that strikes in his mind to quench in summer is purely a cold
drink.
This is possible by the advertisement and promotional schemes by
company.
Initially Coca Cola was way ahead of all its competition but the
Pepsi emerged as challenger and with in some years Pepsi ahead of Cola
mainly industry specially eastern part of India and more especially in
Gorakhpur.
The Market strategy of Pepsi simple, they projected the idea of
making major outlets in the each territory. This was really to spread in the
Indian cold drinks market. Pepsi has spent a lot of money on this project
by giving them money for this type of projects.
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INTRODUCTION
THE COMPANYINTRODUCTION OF COMPANY
PEPSI HISTORY IN INDIA
HIERARCHY OF ORGANISATION
COBO STRUCTURE
SYSTEM IN WAREHOUSE
PEPSICO HEAD QUARTERS
LIST OF OFFICES
PRODUCT PROFILEPEPSI PRODUCT
PRODUCT PROFILE(IN BRIEF)
WHATS IN PEPSI?
REGULAR CAFFEINE FREE PEPSI
MARKETTHE SCOPE OF MARKETING
ADVERTISING AND PUBLICITY
COMPETITORS COCA COLA
RC COLA
COLA WARS
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THE COMPANY
Pepsi Co the soft drink multinational industry is unique by itself it is
among the most successful consumer product companies in the world
with 198 revenue of over $22 billion and 151000 employees, The
company consist of Pepsi cola company the worlds largest
manufactures and distributor of snacks chips and Tropicana products,
Inc. the worlds largest markets and products of branched juices.
PepsiCos brand names are among the widely known and most
respected in the world.
Some of the PepsiCos brand names are 100 years old,
but the corporation is relatively young. PepsiCos Inc. was founded in
1965 through the merger of Pepsi Cola and Frito-Liyo. Tropicana was
required in 1998. PepsiCos success in the result of superior product
high standards of performance, distinctive strategies and the high
integrity of there people. There strategy is to concentrate their resources
on growing their businesses, both integral growth and careful growth
and select acquisition. This strategy is continually fine-tuned to addressthe opportunities and risks of the market place.
The corporations success reflects their continued
commitment to growth and focus on this business where they can drive
own growth and create opportunities.
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INTRODUCTION OF COMPANY
CALEB BRADHAM, a new born (North California) pharmacist
concocted pepsi Cola in the year 1898 as a cure for dyspepsia
(indigestion) it was a result of months of experimentation with different
combination of species, juices and syrups. The results were phenomenal
and the cola became popular among the customers. In 1902 : Caleb
Launched the Pepsi Cola company in the backroom of his pharmacy and
applied to the U.S. Patent office for registration. In the first year he spent
$ 1900 on advertising when he sold about 400 litres of syrup. Initially the
soda was mixed and sold through exclusive soda fountains but soon
Bradham realized the vast opportunity that lay ahead in bottling the syrup
and the great potential for growth the world over.
THE 1900s: The century began with the first punch line for Pepsi
"exhilarating, invigorating and aids digestion."
On June 16, 1903 the company was officially registered with the
U.S. Patent office. The business began to grow and in 1905 Pepsi's first
bottling plant came into operation. More plants followed soon thereafter
and by 1907 Caleb were selling 50,000 litres /year. He also stared
awarding franchises to independent investors. infact+ building a strong
franchise system was one of Caleb's greatest achievement.
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Realizing that advertising and marketing was a key to proxperity. Bradhan
hired a New York Agency in 1909.
THE 1920S: FIRST DOWN FALL AND ATTEMPT AT
RESURRECTION.................................
The real trouble stared at the end of the first Word war when
Bradhan over stocked sugar at high prices expectafim of a price hike but
subsequently the price hit rock bottom in 1920, by the year 1922 the
company became insolvent and in the year 1923 it went completely
bankrupt.
As it was to be in 1921 only 2 Pepsi Plants were in operation and
the valuable Pepsi trademark was up for sale. During this time Ray C.
Maguared become interested in Pepsi Cola and for the next 8 years
struggled to reorganize it, but with the stock exchange rash of 1929 he
failed to gather the strings and in 1931 the company was bankrupt for the
second time.
THE 1930,S : Third Coming..................................and then
expansion Around this time Charles Grunth President of the Giant Candy
company bought the trademark and experimented with different options
including formula change and sale of the Next company to Coo-Cola but
without much success. The success canine only after he offered 12 ounce
bottles at 5 cenbs while other colas were sold at the same. Price but in
ounce bottles.
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IN 1930S: international expansion in full east and the trademark
was registered in Latin America and Soviet Union and franchise were
awarded to bottlers in Canada. Then the Pepsi tune "Nickel" was first
advertising jingle to be played on the radio in 55 different languages.
THE 1950S: ADVENT OF SUPER MARKETS MOTIVATOR
CHANGE IN STRATEGY...................................
The 1950's saw the emergency of a retail phenomenas called the
super markets, which along with the change in economics of producing
soft drinks forced Pepsi to abandon its strategy of selling soft drinks at
half the price of competition. Pepsi at the time was being consumed in
more than 100 countries around the world with its sale volume touching
the 50 million dollar mark.
THE 1960'S ADDITIONS AND DIVERSIFICATIONS
In the first 65 years of existence the Pepsi Cola Company was
selling only one product but the 1960's saw a few additions to the family
of Pepsi Cola brands. These included a calorie drink (Diet Pepsi) a
regional favorite (Mountain Dew) and full scale commercial distribution
of cans.
Late Pepsi also formed a successful merge with Frito Lays Inc. to
form Pepsi Company. The following year the company Europe and Japan.
By the close of the decade Pepsi and positional itself as a strong contender
for the top slot in the soft drink, industry and was challenging coca cola's
dominant position.
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THE 1970'S LEADING THE WAY FOR THE
COMPILITION............
In the mid 1970's Pepsi had become the single largest soft drink in
the American Super Markets, so much so that coke abandoned its centre
old recipe in flavour of a new formula to taste more like Pepsi.
THE 1980'S JOINZING THE BRAND
Pepsi also started major celebrity endorsements to in concise the
brand and as the 1980's were half way through Pepsi had 600 cola plants
operation around the world in 148 countries and sales in excess of 200
million dollars.
THE 1990'S GENERATION NEXT
This decade saw the Pepsi's entry into high potential markets of
China, Mexico, Argentina and India. Pepsi increased its focus on the
customers and the restructuring, Slice a new flavor was added to its brand
but here was prominent change that saw Pepsi selling off its restaurant
business (Kentucky Fried Chicken, Pizza hut etc.) to branch out
independently.
Today Pepsi has a sales turnover of more than 25 billion dollars and
is one of the top 25 brands globally.
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Every decade in the century gone by has unfolded a different story
and Pepsi has quite consistently its positions as one of the best soft drinks
in the world.
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PEPSI HISTORY IN INDIA
Ninety years after the invasion of what becomes one of the most favored
drink globally in 1988. Pepsi entered India flanged with heavy resources
Franchisee unit Pepsi gave its concentrate to small factory and they make
beverage. In 1988 Pepsi set up its office in braid. In this company Pepsi
operates as Pepsi foods, Pepsi Co India holdings and Pepsi India Marketing.
The mission was to change the tastes and life style of common
Indian, who Aentified soft drinks and beverages as available cold drinks,
squashes and concentrates. When it came to a refreshing drink communes
would back to traditional Nimboo Pani .
Although India has a per capita consumption as low as 3 per
person as to 400 in US. India has one of the largest numbers of potential
consumers old with a population of an Arab. Every Indian guzzles 27 bottles
of soft drink every. An increase of one bottle per capita consumption would
mean stating 900 bottles Vam.
Indian soft drinks is a worth Rs.1800 crores with annual growth at
the rate of 25^10 All the activities of Pepsi foods, Pepsi Co India holdings
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and Pepsi India g company are controlled by Business Unit (BU) located at
GURGAON. This divided in to various Marketing Unit (MU). All exceptthe
North End Madwt Units have common borders with states comprising of
these. The market units.
Areas which are COBOS i.e. Company Owned Bottling
Operations while in other areas the operations are run by a Franchisee. These
We learned as Owned bottling Operations (FOBO) and in some aver joint
Venture COBO in a COBO, the company has total control of the decisions
And join under independent to take their own marketing and operational.
With no major interference from the company. The FOBOS are
supplied the from the company and they have to run the show thereafter.
Pepsi maintains ownership of the trade mark and the primarily responsible
for ownership in a local.
On. It helps Pepsi in maintaining strong trade mark on the other
Partys and expertise. The PCI workflow concentrates on selling, making
And delivering.
Pepsi Cola is a company with a low margin, high volume bum. Pepsi Co
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with in the Carbonated Soft Drink (CSDS) market. CSDS fall in two dies
and ours. COLAS concentrates on Pepsi where as flavors deal with mango
In India the flavors are Mirinda (Orange & Lemon); Slice is fruit juice
concentrates drink Mug out in 1989, with the name of Leper Pepsi, the
company has grown Leaps bounds ever sine, with competition increasing
with ranwAy of Coke a few yeah ago.
Thanks to an early leap and a better understanding of the market India
remains the handful of markets worldwide Pepsi is ahead of its arch rival
Coke Despite being the global brand, Pepsi has its success on meeting out
the Indian customers. Pepsi has made its brand synchronize with
Localized commas and WkoOus, Pepsi maintained its top of mindawareness
with roadsides Qulp and reminders. The partner type relationship with
battles, FOBOS as well as COBOS cover must of company adequacy.
One of the strongest weapon in Pepsis armory is the flexibility;
it has empower its people within Pepsi within Pepsi. Every employee maybe
a manager or a salesman have an authority to take whatever step he or she
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feels, make the consumers aware of the brand and increase itsconsumption.
Thus Pepsi believed in establishing and suturing credibility of the salesman
and making the joint commitment to grow business in accounts. All these
factors together lead to a high growth in the Indian market and constantly
increasing market share.
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HIERARCHY OF THEORGANIZATION
CEO
Dir. Sales
MUM
UM UM(COBO) (FOBO)
TDM TDM TDM TDM TDM TDM(ALLD) (GKP) (LKO) (KNP) (BLY) (UTT)
PAM MM MEM UFM PM
ADC CE AE/AC CSR ST
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COBOSTRUCTURE
Unit Head
TDM Accounts Plant Head Personal Marketing
Head Head Head
ADCSale A/C Accounts Administrative Executive
Head Executive Officer Officer
CEMarketing
Manager
Plant Accounts Shipping Lab InchargeHead Manager Executive
Marketing
Executive
40
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SYSTEM IN WAREHOUSE
TDM
ST
ADC
CE
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PEPSI JINGLES
1976 to
Have a Pepsi Day1978
1979 to
Catch That Pepsi spirit !1981
1981 to
Pepsis Got your Taste !
1982
1983 to
Pepsi Now ! Take The Challenge !1984
1984 to
Have a Pepsi Day1991
1992 Gota Have it
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2005 Yeh Pyas Hai Badi
PEPSICO HEAD QUARTERS
PepsiCo. Inc. world headquarters is wanted in purchase, New York
approximately 45 minutes from the New York City. The seven building
headquarter complex designed by Edward Durrell Stone, one of Americas
foremost architects- the building occupies 10acres of a 144 acre complex
that includes the Donald M Kendall Sculpture Garden a world acclaimed
sculpture collection in a garden setting.
The collection of works in focused on major 20th
century arts, and features works by masters such as Auguste Robin, Henry
Laurens, Henry Moose, Alexander Calder, Albesto Giacometti, Arnaldo
Poniodora and class olden. The gardens were originally designed by the
world famous garden planner, Russell Page. The garden is open to the
public, and a visitors both is in operation during the summer.
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LIST OF OFFICES
HEAD OFFICE : 3B DLF CORPORATE PARKS BLOCKQUATAR ENCLAVE PH-IIIGURGAON (HY)Ph. (0124)355863, 355868, 355871,
355880
WEST MU OFFICE : SION TROMBAY ROAD
SUNDER BAUG ESTATECHEMBUTMUMBAI 400088Ph. (022)5564001, 5564003, 5563734,
5563736
SOUTH MU OFFICE : III FLOOR WELLINGTON PLAZA90, ANNA SALESCHENNAI- 600002Ph. (044)8557755, 8557761
NORTH MU OFFICE : JL-47, BARHANS FARTAMBADCHARAKTALA24 PARGANAS SOUTHKOLKATA- 700084Ph. (033)477794
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U.P UNIT OFFICE : 6TH FLOOR, RAJ CHANBERSRANA PRATAP MARGLUCKNOW(0522)238660, 239034
PEPSI PRODUCT
Pepsi Company has worldwide operation in 3 fields.
1. Non alcoholic beverages.
2. Snack foods.3. Fruit Juices
Pepsi Company Beverages divisions include :
* Pepsi Cola North American
Pepsi
Fruit Juices-SnackNon Alcoholic
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* Pepsi Cola International
Pepsi Company's 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.
Pepsi cola is a world class company in "low margin, high volume"
business which means sales of high volume for the product in order to be
profitable and complete in the global market.
* Company Owned Operation (COBO)
* Franchisee Owned Operation (FOBO)
COBO :
COBO stand for company owned bottling operations, COBO has
been of Pepsi Company's biggest strategy, which has proved to be winner.
A bottling operation is a capital intensive business, particularly so
the returnable bottle market like in India and the investment is the forth
level.
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Apart from the capital cost of plant and equipment the bottles has to
invest in bottles and crates, truck and cooling structure (Visi. Coolers and
ice boxes) at the retail point industry estimates @Rs. Crate which is
equivalent to the price at which the crate enters the distribution system
Bottlers operates on margins around 10% with the bulk of the killing
(between Rs. 24 and Rs. 30 per crate or about 20%) being made by the
retailer. Excise and other taxes amountingRs. 40 per crate. The going for
a COBO is the risk of Pepsi Company and it is also implied a big attitude
change from a totally marketing orientation to an operation mindset.
COBO'S IN INDIA:
STATES : Gujrat, Kolkata, Banglore, Madhurai, Chennai, Uttaranchal. In
UTTAR PRADESH : Kanpur, Lucknow, Bareilly, Gorakhpur, Allahabad,
Jaunpur and Sathariya.
In UTTARANCHAL : Bazpur.
THE COBO STRUCTURE IS AS FOLLOWS :
Pepsi Foods. Ltd.
Pepsi India Holdings (100% owned subsidiary of Pepsi Co.
incorporated production and plant.)
Pepsi Company India Marketing (Support infrastructure marketing
sales and distribution) .
FOBO :
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FOBO stand for franchise owned bottling operation, in India Pepsi
has franchise. In the case the company supplies its soft drink concentrate
to its franchies (bottle syrup). Pepsi has taken a more capital - intensive
route of the owning and running its own plants along side those of its
franchises.
Pepsi pumped in money to upgrade plants of franchises, which
were weaker did not have financial worth were given massive support in
form of interest free loans to upgrade their operations.
Getting into FOBO has helped Pepsi Company on several fronts.
First, its has enabled Pepsi to focus on marketing operations as much as it
has on operation fronts. Another gain of going FOBO is that since the
franchises have to invest in plants and machines glass bottles, trucks, and
infrastructure, the cost burden has been reduced.
FOBO IN INDIA :
Nagpur, Agra, Delhi, Goa, Kerala, Bihar, Orissa, Andhra Pradesh.
Bhopal.
THE FOBO STRUCTURE IS AS FOLLOWS :
* Pepsi foods limited.
* Syrup
* Franchise (Bottlers)
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* Franchise invest in plants and machines, glass (Bottles)
* Truck and Infrastructure
* Pepsi Company India marketing (Sales and Marketing)
PRODUCT PROFILE
BEVERAGES:
Pepsi Cola Company:
PepsiCos beverages was founded at the turn of the century i.e. in the year
1890 by Caleb Bradham, a New Born, N.C, druggist who first formulated
Pepsi Cola. Young (indigestion) with combination of species, juices and
syrups and wanted dyspepsia (indigestion) with combination of species,
juices and syrups and wanted a refreshment new drink to serve his customer.
He succeeded beyond all expectations as he invented the beverages now
known around the world as PEPSICOLA.
In 1902, he launched the Pepsi Cola company in the backroom of
Pharmacy, and applied to U.S & patient office for Trade Mark. The business
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began to grown on June 16, 1993, Pepsi-Cola trademark was officially
registered with U.S & office.Troubles stated at the end of the First World
War when Bradham over stocked sugar at high price which subsequently
dipped in 1920. By 1922, the company was insolvent by 1923, it went
bankrupt and Bradham returned to Pharmacy. In 1936, Pepsi had 1 $2
million net profit. Today consumers, spend about $31 billion on Pepsi-Cola
beverages.
Pepsi Cola Co. launches new beverages line, Fruit works five flavor
line of fruit drinks. Pepsi Cola revives the Pepsi challenge advertisement
campaign challenge includes Pepsi one and diet coke as well as regular
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 company completed the acquisition of a majority stake in south
beach beverage company. Pepsi company announces a new joint venture
will be foamed in Egypt combining the salty operations of chips, the current
market lender and tasty foods which is owred by PepsiCo.
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WHATS IN PEPSI ?
Pepsi Contains:-
Carborated water, High Fructose, Glucose syrup/or sugar Colour,Phosphoric acid. Caffeine, Citric acid and natural flavours.
Calorie 100
Total Fat (g) 0
Sodium (mg) 25
Potassium (mg) 10
Total Carbohydrates 27
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Sugars (g) 27
Protein (g) 0
Caffeine (mg) 25
REGULAR CAFFEINE FREE PEPSI
CANTAINTS Carbonated water hight fructose Glucose syrup or sugar
Colour ,phosphoric acid ,critric and natural flavours .
Colories 100
Total fat[g] 0
Na[mg] 25
K[mg] 10
Total Carbohydrate[g] 27
Sugar[g] 27
Protein[g] 0
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Caffeine[mg] 0
Here are we discuss how much market shares of each brands of soft drinks.
There market share as follows-
Soft Drinks Markets SharePepsi 57 %
Mirinda[Orange&Lemon]Orange 22 %
Leman 2 %
Mango Flavour of Slice 1.5 %
7Up 1.55 %
Teem Soda 2 %
Aquafine 3 %
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Dew Mountain 11%
Quantity details of all brands of soft drinks are given as below
S.D QUANTITY
Pepsi 200ml, 300ml, 500ml, 1lit., 1.5lit, 2lit
MirindaOrange
300ml, 500ml, 1lit., 1.5lit, 2lit
Mirinda Lemon 200ml, 300ml, 1.5lit
Mirinda Apple 200ml, 300mlSlice 250ml
7UP 300ml, 1.5lit
Diet Pepsi 330ml
Teem Soda 250ml, 300ml, 500ml, 1.5lit
Aquafina 500ml, 1lit
Dew Mountain 200ml, 300ml, 500ml, 1.5lit
The PepsiCo company has provides its 300ml bottle soft drinks
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[B.D.S] in the month of June 95, 200ml launched in the year of
1999 and 1lit, 1.5 lit bottle launched in the year 1996 while 500ml
and 2lit launched in 2000, mineral water Aquafina has launched in
year 2001.Mountain Dew (200ml,500ml) has been launched in the year2003.
THE SCOPE OF MARKETING
Marketing is typically run as task of creating. Promoting delivering goods
and services to consumer and business. Marketers are skilled in stimulating
demand a companys products. But this is too limited a view of the tasks
marketers performs .Marketing managers run to influence the level timing
and competition of demand to meet the organizations objective
marketing people are involved in marketing 10 types of entities:
good, services experience, events, persons. people , organization,information and ideas
The Decisions Marketers Make:
Marketing managers face a host of decisions from major once such aswhat product
features to design into a new product, how m,any sale people to hire or howmuch to
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spend on advertising. Here questions vary in importance in different marketplaces.
Consider the following four markets-Consumer, business, global and nonprofit.
(i) Consumer Market:
Companies selling mass consumer goods such as soft drinks, toothpaste,Television etc.
and air travel spend a great deal of time trying to establish a superior brandimage. This
requires getting a clear sense of their target customers and what must betheir product
will meet and communicating brand partitioning forcefully and activelyconsumer
marketers decide expenditures that will help their brand achieve a numberone or two
position in their target market.
(ii) Business Market:
Companies selling business goods and services face well trained and wellinformed
professional buyers who are in evaluating competitive offerings. Businessmarketers must
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demonstrate how their products will help customers achieve higher revenueor lower cost.
Advertising play a role, but a stronger role is played by sales force, priceand the
companys reputation for reliability and quantity.
(iii) Global Market:
Companies selling goods and services the global market place faceadditional decision
and challenges. They must decide which counties to enter, how to entereach country,
how to adopt their product and service features to each country, how to pricetheir
product in the different countries in a narrow enough band to avoid creatinga gray
market for their goods and how to adopt their communication to fit thecultural practices
of each country.
(iv) Non profit and Governmental Markerts :
Companies selling their goods to non profit organization such as churches,Universities,
Charitable Organizations or Government Agencies and to prices carefullybecause there
organization have limited purchasing power. Lower price affect the featuresand quality
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that the seller can build into the offering. Much government purchasing callsfor bids,
with the lowest bid being favored in the absence of extenuating factors.
Defining Marketing
We can distinguish between a social and managerial definition of marketing.A social
definition shows the role marketing plays in society. Our marketers said thatmarketing is
role to deliver a higher standard of living. Here which individuals andgroups obtain
what they want through creating, offering and freely exchanging productsand services of
value with others.
For a managerial definition, marketing has been described as, : the art ofselling
products. But people are surprised when they hear that the most importantpart of
marketing is not selling. Selling is only of the tip of the marketing iceberg.Peter Drucker,
a leading management theorist puts it in this way.
The aim of marketing is to know and understand the customer so wellthat the product
or service fits him and sells itself. Ideally, marketing should results incustomer who is
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ready to buy. All that should be needed then is to make the product orservice available.
Ultimately, marketing management as the art and science of choosing targetmarkets and
getting, keeping and growing customers through creating delivering andcommunicating
superior customer value.
Marketing Mix:
The marketing mix is the set of marketing tools the firm uses to
pursue its maketing objective in target market .Mc Carthy Classified there
tools into four board groups that he called the four Ps of marketing-product,
price, place and promotion .
Marketing mix decision must be made for influencing that tradechannel as well as the
4Ps
Product Price Place Promotion
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Final consumer.As figure shows the company preparing on offering mix ofproduct
,service and price utilizing a promotion mix of sales promotion ,advertising ,sales force ,
public relation , direct mail ,telemarketing and interest to reach the tradechannel the
target customer .
Note that the 4Pc present sellers view of the marketing toolsavailable for
influencing buyers , from buyers point of view , each marketing tools isdesingned to
deliver a customer benefit .Roberts Lavternorn suggest that the seller four Pscorrrospond
to the customer s four Cs.
4Ps Cs
Product Customer solution
Price Customer cost
Place Convenience
Promotion Communication
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Selling companies will be those that can meet customer neds economicallyand conveniently and with effective communication.
PRODUCT VARIETY
QUALITY-SIZES
FEATURES-SERVICESBRAND NAME-WARRANTIES
PACKAGING-RETURN
PRODUCT VARIETY
QUALITY-SIZES
FEATURES-SERVICES
BRAND NAME-WARRANTIES
PACKAGING-RETURN
LIST PRICE
DISCOUNT
ALLOWANCESPAYMENT PERIOD
CREDIT TERMS
TARGET
CUSTOMER
INTENDED
POSITIONAL
PRODUCT
LIST PRICE
DISCOUNT
ALLOWANCES
PAYMENT PERIOD
CREDIT TERMS
PRODUCT PRICE
PRICE
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Product:
Product means the good and service combination of company offers tothe target company changes the sizes varity, flavour,brand name of the
product after one or two year
Price:Price is the amount of money which customers have to pay to obtain
the product calculates suggested retail price that its dealers might charge forforces ,but ford dealers really charge the full sticker price
Place:
They are mostly available in all place but easily available in the Urban
Market but not frequently found in Rural Market
Promotion:
Promotion means activities that communicate the merits of the persuadeand target customers to buy it. The measurement factor in promote the Pepsi
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product is increase good transportation in rural market IT the Pepsi isavailable to capture market than it is found first position of soft drinksindustry.
ADVERTISING AND PUBLICITY
Pepsi in one of the biggest and spenders in India , it is also one of thebiggest
global and spenders .it has long a list of endorsers from pop star RickyMartin to
film star Sharukh Khan ,Karina Kapoor , Prityn Jinta ,Safe AliKhan ,Fardin Khan
and Amitab Bacchan ,Hindusthan Thompson Associates, the big guestadvertising
agency of India has the account of Pepsi Co , PepsiCo is known forits broad cost
advertisement but it also spend a lot in non broad cost advertising i.c.hoarding
banners ,poster stickers hanger ,dealer board ,glow signboard ,wasspainting and
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news paper the expenses of there type of advertising are made atterritory or unit
level .Gorakhpur Territory has assigned two local advertisingagencies
R:D.Associates and Kishna for its territorial advertising. Somecelebrity also
invited in Gorakhpur for publicity of different brands.
COMPETITORS
Coca-Cola
Coca-Cola
Type Cola
Manufacturer The Coca-Cola Company
Country of origin United States
Introduced 1886
Color Caramel E-150d
http://en.wikipedia.org/wiki/Colahttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Colorhttp://en.wikipedia.org/wiki/Colahttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Color8/3/2019 Pepsi Saurabh Singh
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Related products Pepsi
Irn Bru
RC Cola
Cola Turka
Zam Zam Cola
Mecca Cola
Virgin Cola
Parsi Cola
Qibla Cola
Evoca Cola
Corsica Cola
Breizh Cola
Afri Cola
Coca-Cola is a carbonatedsoft drinksold in stores, restaurants and vendingmachines worldwide (The Coca-Cola Company claims that it is sold in morethan 200 countries.[1]). It is produced by The Coca-Cola Company in Atlanta,Georgia, and is often referred to simply as Coke or (in European andAmerican countries) as cola, pop, or in some parts of the U.S., soda.
http://en.wikipedia.org/wiki/Pepsihttp://en.wikipedia.org/wiki/Irn_Bruhttp://en.wikipedia.org/wiki/RC_Colahttp://en.wikipedia.org/wiki/Cola_Turkahttp://en.wikipedia.org/wiki/Zam_Zam_Colahttp://en.wikipedia.org/wiki/Mecca_Colahttp://en.wikipedia.org/wiki/Virgin_Colahttp://en.wikipedia.org/wiki/Parsi_Colahttp://en.wikipedia.org/wiki/Qibla_Colahttp://en.wikipedia.org/wiki/Evoca_Colahttp://en.wikipedia.org/wiki/Corsica_Colahttp://en.wikipedia.org/wiki/Breizh_Colahttp://en.wikipedia.org/wiki/Afri_Colahttp://en.wikipedia.org/wiki/Carbonationhttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/Vending_machinehttp://en.wikipedia.org/wiki/Vending_machinehttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Coca-Cola#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Atlanta,_Georgiahttp://en.wikipedia.org/wiki/Atlanta,_Georgiahttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/Pepsihttp://en.wikipedia.org/wiki/Irn_Bruhttp://en.wikipedia.org/wiki/RC_Colahttp://en.wikipedia.org/wiki/Cola_Turkahttp://en.wikipedia.org/wiki/Zam_Zam_Colahttp://en.wikipedia.org/wiki/Mecca_Colahttp://en.wikipedia.org/wiki/Virgin_Colahttp://en.wikipedia.org/wiki/Parsi_Colahttp://en.wikipedia.org/wiki/Qibla_Colahttp://en.wikipedia.org/wiki/Evoca_Colahttp://en.wikipedia.org/wiki/Corsica_Colahttp://en.wikipedia.org/wiki/Breizh_Colahttp://en.wikipedia.org/wiki/Afri_Colahttp://en.wikipedia.org/wiki/Carbonationhttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/Vending_machinehttp://en.wikipedia.org/wiki/Vending_machinehttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Coca-Cola#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Atlanta,_Georgiahttp://en.wikipedia.org/wiki/Atlanta,_Georgiahttp://en.wikipedia.org/wiki/Soft_drink8/3/2019 Pepsi Saurabh Singh
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Originally intended as apatent medicine when it was invented in the late19th century by John Pemberton, Coca-Cola was bought out by businessmanAsa Griggs Candler, whose marketing tactics led Coke to its dominance ofthe world soft-drink market throughout the 20th century.
The company produces concentrate, which is then sold to various licensedCoca-Cola bottlers throughout the world. The bottlers, who hold territoriallyexclusive contracts with the company, produce finished product in cans and
bottles from the concentrate in combination with filtered water andsweeteners. The bottlers then sell, distribute and merchandise Coca-Cola incans and bottles to retail stores and vending machines. Such bottlers includeCoca-Cola Enterprises, which is the largest single Coca-Cola bottler in
North America and western Europe. The Coca-Cola Company also sellsconcentrate for fountain sales to major restaurants and food service
distributors.
The Coca-Cola Company has, on occasion, introduced other cola drinksunder the Coke brand name. The most common of these is Diet Coke, whichhas become a majordiet cola. However, others exist, including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-ColaZero, Coca-Cola Vanilla, and special editions with lemon, lime, or coffee.
In response to consumer insistence on a more natural product, the companyis in the process of phasing out E211, orsodium benzoate, the controversial
additive linked to DNA damage and hyperactivity in children, of Diet Coke.The company has stated that it plans to remove the controversial additive
from its other products, including Sprite and Oasis, as soon as a satisfactoryalternative is discovered.
http://en.wikipedia.org/wiki/Patent_medicinehttp://en.wikipedia.org/wiki/John_Pembertonhttp://en.wikipedia.org/wiki/Asa_Griggs_Candlerhttp://en.wikipedia.org/wiki/Concentratehttp://en.wikipedia.org/wiki/Coca-Cola_Enterpriseshttp://en.wikipedia.org/wiki/Food_servicehttp://en.wikipedia.org/wiki/Diet_Cokehttp://en.wikipedia.org/wiki/Diet_colahttp://en.wikipedia.org/wiki/Diet_Coke_Caffeine-Freehttp://en.wikipedia.org/wiki/Coca-Cola_Cherryhttp://en.wikipedia.org/wiki/Coca-Cola_Zerohttp://en.wikipedia.org/wiki/Coca-Cola_Zerohttp://en.wikipedia.org/wiki/Coca-Cola_Vanillahttp://en.wikipedia.org/wiki/Sodium_benzoatehttp://en.wikipedia.org/wiki/Sprite_(soft_drink)http://en.wikipedia.org/wiki/Oasis_(drink)http://en.wikipedia.org/wiki/Patent_medicinehttp://en.wikipedia.org/wiki/John_Pembertonhttp://en.wikipedia.org/wiki/Asa_Griggs_Candlerhttp://en.wikipedia.org/wiki/Concentratehttp://en.wikipedia.org/wiki/Coca-Cola_Enterpriseshttp://en.wikipedia.org/wiki/Food_servicehttp://en.wikipedia.org/wiki/Diet_Cokehttp://en.wikipedia.org/wiki/Diet_colahttp://en.wikipedia.org/wiki/Diet_Coke_Caffeine-Freehttp://en.wikipedia.org/wiki/Coca-Cola_Cherryhttp://en.wikipedia.org/wiki/Coca-Cola_Zerohttp://en.wikipedia.org/wiki/Coca-Cola_Zerohttp://en.wikipedia.org/wiki/Coca-Cola_Vanillahttp://en.wikipedia.org/wiki/Sodium_benzoatehttp://en.wikipedia.org/wiki/Sprite_(soft_drink)http://en.wikipedia.org/wiki/Oasis_(drink)8/3/2019 Pepsi Saurabh Singh
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WORLD COMPARISION OF PEPSI VsCOKE
S. No. PARAMETERS COKE PEPSI
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1. NUMBER OF BOTTLINGPLANTS
62 42
2. Ad. SPENT Rs. 60 CRORES Rs. 40 CRORES
3. MARKETING PEOPLE 20 03
4. No. OF CEOS IN THE LASTYEARS
04 01
5. MONEY INVESTMENT ININDIA
$800 MILLION $400 MILLION
6. NO. OF BRANDS 10 8
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RESEARCHPROBLEM ANDITS RELEVANCE
PROBLEM SUFFERED BY THE COMPANY OFPEPSI
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1. There is no proper supply of the different type of flavors at the timeto retailers.
2. Specially the flavors of pepsi is not so good as the flavors ofThums-up so the flavors of pepsi should be changed.
3. There is no proper filling of bottles of glass. There are some othermaterials inside the bottle that may be injurious to the health ofconsumers.
4. There is no proper filling of the pet bodes also. There are many petbottle in which there is no gas. And so the flavors of the liquid isalso affected and it may be injurious to the health of the consumeralso there fore such type of mistake should be improved by the
company.
5. The supply of the flavors which are preferred by consumers is notgood.
6. There are many retailer in the market who sale only the products ofcoke.
7. The information technological facilities should be improved.
PROBLEMS SUFFERED BY THE DISTRIBUTORS (AGENCIES) OF PEPSI
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1. There id no proper arrangement of different type of flavors of pepsi-cola.
2. Some times it is found that when demand of the product is high in themarket then there is the lack of the product in the agency. En suchcases the consumer purchase other product such as Thums-up,coca-
cola.
3. The salesman of the distributors are not good and educated.
4. the distributors are not able to provide good transport facilities.
5. Sometimes distributors hide the scheme and delay in its distribution.
PROBLEM SUFFERED BY RETAILERS
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They will not get the product at proper time.
They will not get the schemes at proper time due to carelessness of thedistributor.
There are many retailer who say that the products which they find,they sale yet the supply of the product is so bad that they are not ablethe products in proper time.
There are many retailers to whom the condition of cooling equipmentis not good and those equipments are lying as such in the shops.
There are many retailers whose cooling a equipment are smallaccording to their sales capacity. They are requesting for big fridg insize or new other one.
Whenever there is any festival annual function or any type of fair inthe market the there are many poor retailer who are not able to coolthe sufficient amount of the products. And so they are requesting forlee-box.
There are many retailers who are requesting for glow-sign.
There are many retailers who are requesting for dealer board.
Maximum retailers (near about all the retailers) are requesting forpainting.
All the retailers are requesting for racks (stand).
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RESEARCH
METHODOLOGY
OBJECTIVE ANDSUBJECTIVE
METHODOLOGYADOPETED
SAMPLING
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INSTRUMENT
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OBJECTIVE AND SUB-OBECTIVE
OBJECTIVE:-
To evaluate the comptetitive strength of PEPSI in a given market place
with respect to number of outlets, Signage, Chilling Equipment, Glass
Strength, Geographical Distribution gaps in clustered residential location
with a view to have an additional coverage directly by the distributor /sub
-distributor and suggest ainvestment plant to the company to the improve its
competitive edge in market place.
SUB OBJECTIVE:-
CHANNELS
FILLED STOCK
GLASS STRENGTH
STATUS COOLING EQUIPMENT
ICE CHEST
SIGNAGE RACKS
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AREA AND NUMBER OF OUTLET
AREAS:-
GORAKHPUR (Police Line)
NUMBER OF OUTLET::-
1] NWN Raj Restaurent
2] Ashok Gupta Hotel
3] Sandeep Cool Drinks
4] Sri provision Store
5] Shyam Bhojnalay
6] Jaysawal General Store
7] Mini Modella
8] Maddesiya Provision Store
9] Prem Hotel
10] Ashok Hotel
11] Mahesh Restorent
12] Ravi General Store
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13] Loogiten14] Durga Provision Store
15] Govind Jayswal Hotel
16] New Famash Hotel
17] Bhagtgi Janral Store
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METHODOLOGY
For this study researcher have divided the outlets of different route in three
category. They are as follows:-
a) Blue Outlets:-
Under these outlets those shops are defined who sells only Pepsi and
whose market share is 100%.
b) Red Outlets:-
Under this, those shops are defined who sells Pepsi and others both but
market share of Pepsi is less than 50%.
c) Mix Outlets:-
Under this, those shops are taken who sells Pepsi and others both but
market share of Pepsi is more than 50%.
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METHODOLOGY ADOPTED
FOR DEFINING THE RESEARCH PROBLEM:-
1. What is the study purpose?.
2. When & where to have the study?
3. How different variables correlate with each other?
SOURCE OF DATA:-
Data has been collected from primary sources as well as secondary sources
as responses from consumer as well as the seller has been thoroughly
studied.
DATA COLLECTION METHOD:-
Data has been collected through survey on predecided & well defined format
given to us by the company.
TYPES OF STUDY:- Descriptive Analysis
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METHODS OF STUDY:-
Different routes were timely allotted to have an exhaustive study. Also
allotment of different outlets (indirect routes) there given to us which further
facilitated us to meet those customers which were supplied the product
through the agency.
I went to different routes and completed whole route to have a good
and detailed study.
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DATA COLLECTION METHOD:-
Researcher has collected the primary data through a survey format andwhich has been analysed with the help of statistical tool for the achievementof objectives. All datas are collected in June 2005 period, which may differfrom other period & person to person.
SAMPLING:-
Random samples are taken for the study different outlets are considered inthis sample from different are of Gorakhpur region. Researcher have covereddifferent type of shop like grocery. Convenience, Eately, leisure andCanteen.
Trainee has covered following agency as assigned by trainers-
1. GOLDEN AGENCY, GORAKHPUR:-
INSTRUMENTS:-
The instrument which has been to get collect the information that is surveyformats, which meant for Every Dealer Survey (EDS format) under whichdifferent data is entered by the survey (shown in annexure)
For the analysis of data, the collect datas are shown inpercentage and for effective explanation of data, pie diagram have beenused.
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DATA ANAYSIS:-
All collected datas are distributed in different parts for the achievement ofdifferent objectives and has been placed as for the requirement of results.Data has been in shown in percentage and presented by the pie diagram.
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FINDINGS AND
INTERPRETATION
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ANALYSIS
The data analysis has been done in two parts, researcher have done survey in
given agency to cover maximum outlets for optimum results. All objectives
have been analysed with the help of survey report.
The given agency GOLDEN AGENCY (GORAKHPUR)
The different oultlets name are as follows:-
(i) NEW RAJ RESTAURENT
(ii) ASHOK GUPTA HOTEL
(iii) SANDEEP COOL DRINKS
(iv) SRI PROVISION STORE
(v) SYAM BHOJNALAY
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(vi) JAISWAL GENERAL STORE
(vii) MINI MODELLA
(viii) MADDESIYA PROVISION STORE(ix) PREM HOTEL(x) ASHOK HOTEL
(xi) MAHESH RESTAURENT
(xii) RAVI GENERAL STORE
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The Comparative Table of Different Outlet are Given Below
Outlet Name Pepsi Other
NEW RAJ RESTAURENT 50C/S 43.5% 65C/S 56.5%
ASHOK GUPTA HOTEL -- -- -- 100%
SANDEEP COOL STORE 22C/S 100% -- --
SRI PROVISION STORE 12C/S 52.17% 11C/S 47.83%
SYAM BHOJANALAY -- -- -- 100%
JAISWAL GENERAL STORE -- -- -- --
MINI MODELLA 70C/S 100% -- --
MADDESIYA PROVISIONSTORE -- -- -- --
PREM HOTEL 7C/S 100% -- --
ASHOK HOTEL -- -- -- --
MAHESH RESTORENT -- -- -- 100%
RAVI GENERAL STORE -- -- 6C/S 100%
LOOGITEN -- -- -- --
DURGA PROVISION STORE 23C/S 50% 23C/S 50%
GOVIND JAYSWAL HOTEL -- -- -- --
NEW FAMASH HOTEL -- -- -- --
BHAGAT GI JANRAL STORE 1C/S 100% -- --
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In 17 outlet given six outlets are found closed and on three outlets the supplyof Pepsi is closed.
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TOTAL MARKET SHARE
Pepsi 282c/s 73.82%
Other 100c/s 26.18%
Total 382c/s 100%
C/s- Caret
B/s- Bottle
C/s- Caret contains 24 bottle
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TOTAL MARKET SHARE FOR PET
Pepsi 23C/S,21B/S 59.9%
Other 19c/s,11B/S 44.1%
Total 482c/s,32B/S 100%
C/s- Carrot
B/s- Bottle
C/s- Carrot countains 24 bottle
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ASHOK GUPTA HOTEL
0%
PEPSI
OTHER
100%
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SANDEEP COOL DRINKS
PEPSI
OTHERS
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DURGA PROVISION STORE
GOVIND JAISWAL HOTEL
NEW FAMASH HOTEL
BHAGAT GI JANRAL STORE
The Comparative Table of Different Outlet are Given Below
Outlet Name Pepsi Other
NEW RAJ RESTAURENT 50C/S 43.5% 65C/S 56.5%
ASHOK GUPTA HOTEL -- -- -- 100%
SANDEEP COOL STORE 22C/S 100% -- --
SRI PROVISION STORE 12C/S 52.17% 11C/S 47.83%
SYAM BHOJANALAY -- -- -- 100%
JAISWAL GENERAL STORE -- -- -- --
MINI MODELLA 70C/S 100% -- --
MADDESIYA PROVISIONSTORE -- -- -- --
PREM HOTEL 7C/S 100% -- --
ASHOK HOTEL -- -- -- --
MAHESH RESTORENT -- -- -- 100%
RAVI GENERAL STORE -- -- 6C/S 100%
LOOGITEN -- -- -- --
DURGA PROVISION STORE 23C/S 50% 23C/S 50%
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GOVIND JAYSWAL HOTEL -- -- -- --
NEW FAMASH HOTEL -- -- -- --
BHAGAT GI JANRAL STORE 1C/S 100% ---
FOR STOCK PET
FOR PET
OUTLET NAME PEPSI OTHER
NEW RAJ RESTAURENT 50C/S 43.5% 65C/S 56.5%
SANDEEP COOL STORE 22C/S 100% -- --
SRI PROVISION STORE 12C/S 52.17% 11C/S 47.83%
MINI MODELLA 70C/S 100% -- --
PREM HOTEL 7C/S 100% -- --
RAVI GENERAL STORE -- -- 6C/S 100%
DURGA PROVISION STORE 23C/S 50% 23C/S 50%
BHAGAT GI JANRAL STORE 1C/S 100% -- --
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TOTAL MARKET SHARE FOR PET
Pepsi 23C/S,21B/S 59.9%
Other 19c/s,11B/S 44.1%
Total 482c/s,32B/S 100%
C/s- Caret
B/s- Bottle
C/s- Caret countains 24 bottle
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TOTAL MARKET SHARE
Pepsi 252c/s 73.82%
Other 100c/s 26.18%
Total 382c/s 100%
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ASHOK GUPTA HOTEL
0%
PEPSI
OTHER
100%
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SYAM BHOJNALAY
PEPSI
OTHERS
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89
JA
0%
JAISWAL GENERAL STORE
PEPSI
OTHERS
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MINI MODELLA
PEPSI
OTHERS
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JA0%
MADDSIYA PROVISION
STORE
PEPSI
OTHERS
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PREM HOTEL
PEPSI
OTHERS
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JA
0%
ASHOK HOTEL
PEPSI
OTHERS
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MAHESH RESTORENT
PEPSI
OTHERS
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RAVI GENERAL STORE
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JA
PEPSI
OTHERS
0%
LOOGITEN
PEPSI
OTHERS
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DURGA PROVISION STORE
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JA
PEPSI
OTHERS
0%
GOVIND JAISWAL HOTEL
PEPSI
OTHERS
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0%
NEW FAMASH HOTEL
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JA
PEPSI
OTHERS
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BHAGAT GI JANRAL STORE
PEPSI
OTHERS
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FOR PET STOCK
NEW RAJ RESTAURANT
PEPSI
OTHERS
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FOR PET STOCK
MINI MODELLA
FOR PET STOCK
PEPSI
OTHERS
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SANDEEP COOL DRINKS
PEPSI
OTHERS
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FOR PET STOCK
BHAGAT GI JANREL STORE
FOR PET STOCK
PEPSI
OTHERS
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SRI PROVISION STORE
FOR PET STOCK
PEPSI
OTHERS
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FOR PET STOCK
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PREM HOTEL
FOR PET STOCK
PEPSI
OTHERS
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RAVI GENERAL STORE
PEPSI
OTHERS
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INTERPRETETION & DISCUSSION
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Market is a place where companies built their success and earn profit on onehand whereas at other hand it can finish also any company. It is verynecessary to make strong position in the market and to built a image themind of customer.
Under this study researcher also try to find the position of pepsiin the market and researcher has got success also up to some extent whichcan be understood in the following way:-
As in the first part of the study tables and diagrams are showing
that pepsi has a strong place in the market. There is one agency i.e. goldenagency. The number of outlets in the agency is 17. among these 17 outlet.Six outlets were found to be closed. In the remaining 11 outlets the
percentage of blue outlets are more than red outlets.
Under NWN raj resturent no. of blue outlet are 43.5% & other are56.5%.
Under ashok gupta hotel the no of blue outlets are nill and others are
100%.
Under sandeep cool drinks the no of blue outlets are 100% and otherare nill.
Under shree provision store the no of blue outlets are 52.17% andother 47.83%.
Under shvam bhojanals the no of blue outlets are nill and others are
100%.
Under mini modella the no of blueoutlets are 100%.
Under prem horel the no of blue outlets are 100% and others are nill.
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Under mehesh resturent the no of blue outlets are 0% and others are100%.
Under ravi general store the no of blue outlets are 0% and others are100%.
Under durga provision store the no of blue outlets are 50% and othersare 50%.
Under bhagat ji general store the no of outlets are 100% and others arenill.
So the above result are showing that thehighest no of blue outlets are present under the following outlets.
Sandeep cool drink
Mini modella
Prem hotel
Bhatgi ji general store
And the lowest is present under the following outlets-
Ashoka gupta hotel
Shyam bojnalay
Mahesh restorent
Ravi general store
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After that other outlets take place.
In the second part of the study researcheshas find the market share of the pepsi and other in total market sharein gorakhpur region.Here pepsi has captured high market share i.e.73.82% and other are 26.18%. which is a strong part of being successin the market of softdrinks for pepsi.
The ultimate result is that pepsi has gotthe strong position in market but it may unstable due to some
drawback. As researchers observed there are lack in advertisement byglow shine boards retailers can be motivated and can give good sellsto the company.
As researcher experienced in the survey period there aresome problems faces by retailer about transportation in adequateinformation about shemes, boards etc. so there gap of communication.Further retailer and company it should be removed for better result.
So pepsi should take some favorableaction replacement problems and to maintains the position in themarket.
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OBSERVATION,
CONCLUSIONANDSUGGESTIONS
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I. Improper distribution of other fiavours some hampers the distributionof cool drinks.
II. The amount of all major outlets of scheme given by pepsi more thenthat of competitors.
III. The schemes outlet to major outlets are attractive.
IV. Covered area having few market that can not cover all the area ofconsumer so that should be extended.
OBSERVATIONS
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Survey reveals that gorakhpur territory has big potential for cool
drinking urban areawhile in rural area is a still great need of increasing
awareness. Major outlets has to cope up with intense competition with
other competitors in the cool drink sector. It is very clear that pepsi is one
of the best selling cool drinks as for as taste is concerned, but it stands
last when profit of margin for the retailers and market retail prices for
the consumer is considered. Althougt pepsi is gaining its position in the
gorakhpur territory in order to increase its sales, it should be reached on
each outlets in aggressive way some more attractive scheme should be
launched and implemented from time so that customers and retailers
benefits.
CONCLUSION
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1. Proper supply of the products can be made through theimprovement of
(A)production:-production should be increased so that theavailability of the products may be at its maximum limit inwarehouses and then it can be supplied to distributors anddistributors can supply to the retailers at proper time.
(B)Distribution channel:- Distribution channel related tocompany should be improved. We should adopt thatdistribution channel which has very less no of intermediaries.
(C)Information technology:- Information technologicalconnections should be improved. Latest technological devices
should be used by each member which are related to thecompany, even dealers, distributors, sub- distributors and theretailers who have monopoly related to the products of pepsicompany.
(D) Transport facilities:- Transport facilities should be improvedby the company. Good motors and tampo should be used by the
SUGGESTION: THE PROBLEMS SUFFERED BY THECOMPANY
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distributors also so that they can supply the products in themarket timely.
(E)Efficiency:- The working efficiency of the members who arerelated to the company should be increased. For this thecompany should select the employee in proper way. For thisonly efficient and capable employee should be selected.
2. Each type of flavors should be produced the company in sufficientamount and the flavors which are not preferred by the consumers. Ei-ther that flavors should be changed or the production of that flavorsshould be slopped.
3. Any one of these flavors can be applied to change the flavors of Pepsi.
(A)Thunder & harsh with delicious apple flavor.(B)Thunder & chocolate flavors in coldness (chill).
(C)Thunder & coffee flavors in coldness (chill).
(D)Decrease the amount of sweetness with thunder.
4. The filling of he bottle should be carefully and after that each bottleshould be checked carefully and attentively.
5. Such type of mistake should be improved by the company through theobservation of each bottle carefully.
5. The production and supply of the flavors which are preferred by theconsumers should be more and so that more and more profit and
consumers can be generated.
6. The product which demand is very less the company should providescheme with that products so that consumers may be attracted towardit.
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7. The retailers who are selling only the products of coke they should begiven some extra schemes & avarice so that they may be exited forthe selling of the products of pepsi.
8. Sometimes distributors delay in the distribution of schemes. Such typeof mistakes should be checked by the officers of the company.
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If they want to flourish in the market they should spend theirmaximum time and money in distribution and arrangement of thedifferent types of products and they should supply it properly. Thereshould not be lack of any flavors to retailer.
Sometimes it found that when then demand of products (such as 7- upand dew) is high in the market then there is the lack of the products in theagency. In such cases the consumers purchase other products (such asThums-up & coca-cola ). So the availability of different type of products
in agencies should be at its maximum limit.
The information technological connection among the company. Warehouse and distributors (agencies) should be improved so that thencondition of demand and supply of the products in the market can beknow recently or when it is required.
Good salesman should be hired by the distributor who can increase
the sales and demand of the products.
Each distributor has at last 2 or 3 tampoo or other motors for thedistribution of the products so that he may able to supply well and timelyin the market.
Suggestion for the problems suffered bythe distributors (agencies):
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BIBLIOGRAPHY
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SOURCES OF INFORMATION
* "Pepsi-Cola Company, A domestic historical outline". James
Johson, Chicago. IL, 1984.
* "The other Guy Blinkd, How Pepsi Won the Cola Wars". Roger
Enrico, Jess Kornbluth, Bantam Books, 1986.
* "Pepsi-Cola Collectors Club Newsletters". Bob Stoddard. Editor,
Covina, CA. 184 to 1988.
* Marketing Management : Philip Kotler.
* Sales and Distribution Management : F.L. Lobo.
* www.pepsicoIndiaHolding.com.
* en.wikipedia.org
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QUESTIONNAIRE
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QUESTIONNAIRE FOR SURVEY
General Information:-
1. Name: _________________________________________________________
2. Name of shop :_________________________________________________________
3. Age: _________
4. Sex: Male [ ] Female [ ]
5. Marital Status: Single [ ] Married [ ]
6. Educational Background: High School [ ] 10+2 [ ] Graduate [ ] Post Graduate [ ]
7. Employment Category: Self Employed/Professional [ ] Business [ ] Salaried [ ]
8. Annual Income/Salary:
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Questions:-
9. Sir/Madam, do you buy Pepsi from retailers?
Yes [ ] No [ ]
10. What is the average sale of pepsi in aday?
Less than 10[ ] More than 10
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PEPSI GLOSSARY
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.
A SUBROUTE ---------- is a set of outlets called on by
salesman on a specific day.
CALL FREQUENCY ---------- is the 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 and the
buyer.
SELLING ---------- the active attempt of a salesman to
sell the product to the consumer.
LOADING ---------- is the keeping of product on the
truck at the plant and warehouse.
DELIVERY ---------- physical delivery of the product to
the buyers.
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MERCHANDISING ----------activity in an outlet carried out to
make the product more visible,
accessible, convenient and
attractive to the consumers.
PRIMARY DISPLAY ---------- is the main beverages display
usually in a store shelf.
SECONDARY DISPLAY ---------- is an additional opportunity to
display Pepsi product and
increase impulse sales.
FLOOR DISPLAY ---------- create stacked on the floor to
improve visibility & accessibility
of the product.
PROMOTIONAL DISPLAY ----------is specially done to draw attention
to new packs, product promotions
and specially offers done in a
shop window product arranged
attractively using POP material.
POP ---------- Point of Purchase (POP) is
marketing material used inoutlet
to bring additional attention to the
product.
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ANNEXURE
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