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  • COMPARATIVE MARKET ANALYSIS THROUGH EACH DEALER SURVEY AND WEAK OUTLET PLANNING. Jamia Hamdard New Delhi Submitted by: Rajesh Kumar Singh 1
  • ACKNOWLEDGEMENT In the pursuit of greater knowledge, a greater understanding of the market & the corporate world, distribution channels and the supply of Pepsi, I had to take some precious time out of the busy schedules of our project guide & officials of the Company. Without their help, such a thorough study would not have been possible. Thus I would like to extend my thanks to the people concerned who have been the stepping stones to success. I would firstly like to thank Mr. Nitin Bhandari & Mr. Rakesh Shukla, ADCs Lucknow for guiding me through the whole process and for being there at times when I needed their support. They have enabled me to have a vision and the driving energy to fulfill my aims. 2
  • TABLE OF CONTENTS Executive Summary 1. Objective of the Study 2. Limitation of the project 3. Methodology 4. Abstract 5. Pepsis Mission 6. Company Background 7. Market Share & Brand Ambassadors 8. Pepsi Logos 9. Pepsis History 10. Pepsi In India 11. Contents of Pepsi 12. Types Of Pepsi 13. Some Ads & Statistics 14. SWOT Analysis 15. Porters Five force model 16. EDS Format 17. WOP Data 18. WOP Summary 19. Problem sited during Route Survey and Dealer Survey 20. Recommendations 21. Reference 3
  • EXECUTIVE SUMMARY The title of the project is Comparative Market Analysis through Each Dealer Survey and Weak Outlet Planning. As we know that there is a high competition in the market between Pepsi and Coca-Cola in the market and none of the two want to loose the opportunity in the market, this project of Each Dealer Survey is very important keeping in view the competition in the market. Each Dealer Survey helps the company in identifying the status of Pepsi and Coca Cola at various outlets in the market. It helps to find out the relative share in the market and also the status of Cooling equipments and Signage at the outlets. Weak Outlet Planning helps the organization in identifying the Outlets in the market with low share and identifying the reason for low share. Before I could start my project I had to go on some route drives to actually understand the soft drink market. It also helped to know how Pepsi does its marketing and Sales. The Project was divided into three Phases. Under the 1st phase I was given the task to work on the Each Dealer Survey Project as the group leader along with twenty of my group members. Under the EDS Project we got the task to prepare a Dealer survey report on all outlets in the city. Under the 2nd Phase of my project I was given the task to identify the weak outlets in the market and then find out the reasons for low share at these outlets. Under the third Phase I have to go to the market along with the respective Customer Executive of the specified Route to improve the share at the outlet by solving the problem of the outlet owners. 4
  • 1. OBJECTIVES OF STUDY Border objective of the project was to prepare an Each Dealer Survey Report and a Report on Weak Outlet Plan which could help the organization in formulating the future investment plan in the market. EDS Report is the basic document on the basis of which the Company plans its investment in different fields to improve the share in the market. WOP Report is the identification of Weak outlets in the market where the share of Pepsi is relatively less than its Competitors. . 5
  • 2 -LIMITATIONS OF THE PROJCT Following were the major limitations of the project, (1) Outlet owners not having exact information on there purchases during the year. (2) Many outlets purchasing from Fat Dealers in the market at less rate than that of the company. (3) Many outlets having Cooling Equipment problem. (4).Lack of Signage at various outlets. 6
  • 3-METHODOLOGY (A).We chose questionnaire method (EDS Sheet and WOP Sheet) for date collection. (B). The data collected was primary in nature. (B). Dealer Survey method for data collection. (C). For analysis of data we used EXCEL. 7
  • 4-ABSTRACT Any drink that is not hard liquor can be referred to as a 'soft drink'; however, in this piece 'soft drink' refers to carbonated, sweetened beverages also known as soda or soda pop. Why did people want to drink carbonated water? Well, because bubbling water was equated with health; mineral baths had been popular at least since the times of the ancient Romans. If the waters were good to soak in, the reasoning went, how much better for you to drink. Scientists searched for the mysterious cause of these bubbles, and then, determining carbon dioxide to be the answer, sought a way to infuse plain water with this gas. Thanks to the efforts of such scientists as Joseph Priestley and John Nooth, this feat was accomplished. Carbonated water was for sale by the end of the 1700s; this is how pharmacies, which will prove important later, get into the picture, by being the supplier of the health-inducing carbonated water. The urge to flavor this sparkling water came quickly. And the ability to add flavors was keeping pace; in 1784 citric acid was developed from lemon juice. By 1833, carbonated lemonade was for sale in England. Forty years later, ginger ale became a popular drink; clear, rather than cloudy like ginger beer, it was a more attractive beverage. Lemon's Superior Sparkling Ginger Ale has the distinction of receiving the first US trademark registration in 1871. 8
  • Four years later, in 1875, pharmacist Charles Hires and his bride spent their honeymoon at a New Jersey farm, where they enjoyed an herb tea made largely of wild roots. The next year, after experimenting with these flavors on his own, he offered his "Hires Root Beer Extract" at the Philadelphia Fair. By 1886, it was available in bottles. 1886 is a key year for soft drink history for other reasons, too: Coca-Cola, Dr Pepper, and Moxie were all introduced to the pharmacy-going public. Jacob's Pharmacy of Atlanta, Georgia, became the debut site for Coca-Cola. Conceived of as a headache remedy by pharmacist John Pemberton, the syrup was sold on a trial basis to William Venable, the counterman at Jacob's. Venable added a shot of the syrup, made in part from the leaves of the coca plant and the caffeine-laced juice of the kola nut. In his first year of business, Pemberton made twenty-five dollars, which didn't quite pay for the almost seventy-five dollars he spent in advertising. Moxie, which rivals Coca-Cola in these early years, was the drink with a difference--the main ingredient is not carbonated water, but rather, the herb gentian. It's an acquired taste. The Old Corner Drug Store in Waco, Texas, introduced the artificially flavored black cherry drink called Dr. Pepper, the "King of Beverages, Free from Caffeine". (Caffeine would be added later.) There are, according to the Dr. Pepper Museum, fifteen stories that tell who developed it and how the drink was named. Most agree that either Robert Lazenby, a chemist, or Wade Morrison, the pharmacy owner, created the drink. Whatever the facts, the two quickly became partners in the beverage business. The name allegedly 9
  • Comes from Confederate Army doctor Charles Pepper, the man that refused to permit Morrison to marry Miss Pepper. A few years later, Clicquot Club Ginger Ale, named for famous Champagne, became the first nationally advertised soft drink. In 1903, Pepsi-Cola, created as a cure for dyspepsia, went into business. Royal-Crown Cola debuted in Columbus, Georgia in 1905. Canada Dry Ginger Ale was introduced in 1908 by John McLaughlin. Its appeal was largely in its pale color; earlier ginger ales had been dark. World War One nearly shut down this burgeoning industry; the US Food Administration deemed it inessential, especially in the face of the severe sugar shortages. Prohibition (1920-1933) gave it a big push, however. Once hard liquor was no longer legally available, consumers that desired a flavorful drink increasingly chose these carbonated beverages. In addition, the advent of six-packs of bottled sodas helped the drink find a place at home, as opposed to only being consumed at the local pharmacy or restaurant. The industry was dealt a double blow when Prohibition ends since the Depression was in full swing. Many smaller companies west out of business. 7-Up, which had debuted in 1929 as Lithiated Lemon, began to advertise itself as a great mixer for hard liquor in 1933 when Prohibition ended. Canada Dry followed suit in 1936, weathering the crisis by developing Tom Collins mix, tonic water, and club soda. 10
  • 1933 saw other developments--Coca-Cola began marketing a new fountain mixer that combines the syrup and water automatically, providing a uniformity of flavor that individual soda fountains couldn't achieve. Pepsi-Cola began selling its beverage in 12- ounce bottles, as opposed to the 6- and 8-ounce bottles preferred by the competition. In 1939, this lead to Pepsi's most famous jingle: Pepsi Cola hits the spot, Twelve full ounces, that's a lot Twice as much for a nickel, too Pepsi-Cola is the drink for you. During World War II, the US Food Administration limited the access to soft drinks to the general public. However, the soldier's morale wasn't allowed to suffer so their access to the sweet drinks was