Name:- VIKAS KUMARRoll no :- 39Batch :- PGDM 2010 -12

Research Methodology

MARKET POTENTIAL

OF PEPSI

Objective of Study

To know the market potential of Pepsi

PRIMARY

SECONDRY

To examine the retail distributionTo know the

Expectation of RetailersTo examine the

level of service Brand image of

Pepsi among Retailers.

Which type of incentive, Schemes both Retailer and company prefer The factors, which

influence the retailers to sell a particular brand of soft drink?

Target Population

Sampling Method

Data Collection Method

Sources Of Data Collected

Techniques

In marketing, the term market refers to the group of consumers or

organizations that is interested in the product, has the resources to

purchase the product, and is permitted by law and other

regulations to acquire the product.

The aim of marketing is to know and understand the customer so well the product or service fits him

and sells itself

“You see things; and you say, 'Why?' But I dream things that never were;

and I say, 'Why not . . .”

Potential Market

Those in the total population who have interest in acquiring the product.

Potential means “Expected to achieve” The potential generally

refers to the positives or profit to be gained and

doesn't take into account the potential of a market shrinking or

failing.

to

TOTAL POPULATION

POTENTIALMARKET

AVAILABLE MARKET

QUALIFIED AVAIL MARKET

TARGET MARKET PENETRATED

MARKET

POTENTIALMARKET

POTENTIALMARKET

POTENTIALMARKET

DIVISION OF POPULATION IN MARKET

Data Analysis

Overall DATA EVALUATED

45

140.2

Potential of Pepsi In Coca Cola exclusive Outlets

Total Mixed Outlets Mixed Outlets like to get converted to Pepsi Exclusive

Outlets

% age of Outlets like to get Converted

55

110.2

Potential of Pepsi in Mixed Retail Outlets

Total Non-Existent Retail Outlets

Outlets Like to Sell Pepsi Products

% age of outlets Like to get Converted

50

20

0.4

Potential of Pepsi in Non- Existent Retail Outlets

Benefits Provided by Pepsi

Schemes

Tie- Ups

Signage

Better Trade Margin

Reason to loose Potential in Market

Service Problem

Product Distribution

Demand

Relationship Management

Space Constraint

FINDINGS

Recommendation

Pepsi energy drink for labors & manufacture

Tetra pacs.

Cycle trolley to reach interior areas.

Stock keeping & order booking combined in

distribution.

Embossing on t-shirts to school and college

students.

Improvement in Taste.

Sales personnel being judged for performance in

achieving highest target as well as coverage of

the area.

Toll Free Number For Complaint Handling .

Conclusion. . .

A 100 day Sell.

Win in the term of

Customers not in

the term of revenue

generation.

Focus on

OBJECTIVE

MAINTAIN the

BRAND IMAGE

References

www.pepsizone.comwww.pepsiindia.com

www.pepsico.comwww.Wikipedia.com

Magazines(marketing management 4P’s)

Marketing Management ;PHILIP

KOTLER