Slice Project Report

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AProject Study Report

On

VARUN BREVERAGES LIMITED (LTD.)

Titled

MARKET RESPONSE OF THE LAUNCH OF NEW SLICE

Submitted In Partial Fulfillment For The Award Of The Degree OfBachelor Of Business Administration (BBA)

From University Of Rajasthan,Jaipur

UNDER SUPERVISION(..)

Submitted By:Submitted To:

ASHWINI KUMAR TIWARYMr. VIJAY JARIYA

BBA()

ROLL NO:

MAHARISHI ARVIND SCHOOL OF MANAGEMENT STUDIES,JAIPUR

BATCH 2011-2013

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PREFACE

As an integral part as curriculum all BBA a participant are required to undergo

practical summer training in any industry for 5 to 7 weeks period. The main

objective of this training is to supplement theoretical knowledge with exposure to

practical operator of an organization or industry. Candidate tale much help from

this training when he get the job after completed the curriculum in this training

candidate get the better opportunity to in meet the Retailer consume, whole

seller, dealer by which candidates gain more and more information about the

market. By this practical Experience candidate confident level is improved.

Consequently we can say this training provide better understanding of all

functional areas of management skills.

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ACKNOWLEDGEMENT

Words, like the real things are depicting, but have their own handicaps.

They shall never beable to pierce the gamut of emotions that are

suddenly laid bare, that are suddenly exposed during the routine of our

life. They never be able to describe the spirit of cooperation with which

we worked together, nor shall they ever be able to express the feeling

we feel towards guide.

With great pleasure, I extend my deep sense of gratitude towards my

project head Mr. ASHWINI KUMAR TIWARY. Under whose valuable

guidance, constant interest and encouragement which have devoted his

ever precious time from his busy schedule and thus in completing the

project. His cooperation is not only useful for this project but will be a

constant source of inspiration for me in future life. Last but not the

least; I would like to thank the entire staff member VARUN BEVERAGES

PRIVATE LIMITED for the help extended by them in the Successful

completion of this project.

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CERTIFICATE FROM FACULTY

This is to certify that Mr. ASHWINI KUMAR TIWARY, a student of the

BBA has successfully completed his summer project titled Market

response of the launch of new slice for the period from MAY 05TH

2012 to July 15TH 2012.

This project is submitted to Prof. Mr. Vijay Jariya in partial fulfillment

of the requirements for the award of BBA.

The project is submitted following my approval and satisfies the rules

and guidelines defined by RAJASTHAN UNIVERSITY for the project.

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CERTIFICATE

To Whom It May Concern

This is to certify that Mr. ASHWINI KUMAR TIWARY, Roll NO.(.)

of BBA is a beneficed regular student ofMAHARISHI ARVIND

SCHOOL OFMANAGEMENT STUDIES, JAIPUR for session 2011-2013.

He has complete the summer training project entitled MARKET

RESPONSE OF THE LAUNCH OF NEW SLICE In the organization

VARUNBEVERAGES LIMITED,GREATER NOIDA for the partial

fulfillment for the award of BBA degree under RAJASTHAN

UNIVERSITY, JAIPUR .

The research report is satisfactory.

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EXECUTIVE SUMMARY

The beverage sector is a well established industry in India, but there are

only two major players in this industry with so many brand, size and

taste. Pepsi is leader in Indian market especially in the areas under my

study. Almost in every channel Pepsi has an edge over its one and only

competitor, Coca-Cola but still a lot of work needed to capitalize and

increase its market share by increasing the stock in outlets. The areas of

major concern are improper and untimely supply of products, reluctance

of companys officials to visit the market frequency, supply of the brand.

But several steps have to be taken to consolidate and increase its

market Share in that area. Company should try to increase more and

more stocks of Its brand in restaurant and eatery shops because people

are very less concern About a particular brand and people drink any soft

drink irrespective of their preferred brand and restaurant and eatery

shops sell only those brands which is in their stock, so company should

encourage them to stock its product more and more by offering them

various schemes. Company should go for aggressive marketing

campaign because still for the People especially for the children PEPSI

means soft drink. At last it can be said that Pepsi is leader in the market

but still there are of which have to be taken care of hold its position in

the market.

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INDEX

SR.

NO. CONTENT

PAGE

NO.

01 Preface 2

02 Acknowledgement 3

03 Certificate from faculty 4

04 Certificate 505 Executive Summary 6

06 Statement of problem

07 Theoretical Concept

-Research Methodology

-Sample Design

08 Data collection

09 Scope of the study

10 Limitation

11 Company profile12 Industry profile

13 Strategic and creative use of SWATanalysis

14 Analysis of data

15 Conclusion

16 Suggestions

17 Bibliography

20 Questionnaire

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STATEMENT OF THE PROBLEM

In research process the first and the foremost step happens to be that

of selecting and properly defining a research problem. The research

problem should be defined in a systematic manner, giving due weight

age to all relating points. The technique for the purpose involves the

undertaking of the following steps generally one after the other.

Statement of the problem in a general way. Understanding the nature

of the problem Surveying the available literature Developing the ideas

through discussions. Rephrasing the research problem.

Therefore the statement of the problem is MARKET RESPONSE OF

THE LAUNCH OF NEW SLICE.

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THEORTICAL CONCEPT

The new economy is based on the digital revolution and the

managementof information. Information has a number of attributes.

It can beinfinitely differentiated, customize and personalized. It can

bedispatched to a great no. of people who are on a network and it can

reach them with great speed. To the extent that the information in

public and accessible, people will be better informed and able to make

better choice. Buyers today are only a click away from comparing

competitor price and product attributes. They can get answer on the

internet in a matter of seconds. They dont need to drive to store, park,

wait on line, and hold discussion with salesperson. Todays person can

order almost any thing over the internet. People can place orders from

home, office or mobile phone and order will be delivered to their home

and office quickly.

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Todays companies also have a new set of capabilities:

Companies can operate powerful new information and sales

channel with augmented geographical reach to inform and

permute their business and products. Companies can collect fuller

and richer information about markets, customers, prospects and

competitors.

Companies can facilitated and speed up internal communication

among their employees.

Companies can have two way communications with customers and

prospects, and more efficient transactions

Companies can improve purchasing, recruiting training and internal

and external communications. All companies are buyer as well seller,

they can achieve substantial saving to compare sellers price,and to

purchase materials at auction or by posting there own terms

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THE SCOPE OF MARKETING

MARKETING CONCEPTS AND TOOLS

Here is social definition that serves our purpose: Marketing is societal

process by which individual and group obtain what they need and want

through creating, offering and freely exchanging product and services of

value with other. For a managerial definition marketing as often been

described as , the art of selling product, but people are surprised

when they hear that the most important part of marketing is not selling!

Selling is only the tip of the marketing ice berg. There will always, one

can assume, be needed for some selling. But the aim of marketing is to

know make selling superfluous. The aim of marketing is to know and

understand the customer so well that the product or services fits them

and sells itself. Ideally, marketing should result in a customer who is

ready to buy. All that should be needed then is to make the product or

service available. Marketing can be further understood defining several

of its core concepts.

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Target markets and segments

A marketer can rarely satisfy everyone in market. Not everyone likes

the same soft drink, hotel room, restaurant, automobile, college and

movies. Therefore, marketers start by dividing up the market. They

identify and profile distinct groups of buyers who might prefer or

require varying product and service mixes. Market segments can be

identifying by examining demographic, Psychographic and behavioral

differences among buyers.

Marketplace, market space and metal market

Businesspeople often use the term market to cover various grouping of

customers. They talk need markets, product markets, demographic

markets and geographic markets or they extend the concept to cover

other markets, such a voter markets and donor markets. The market

place is physical, as when one goes shopping in a store; market place is

digital, as when one to goes shopping in a store; market space is digital,

as one goes shopping on the internet. Many Observers believe that an

increased amount of purchasing will shift in to market place.

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Need, want and demand

The marketer must try to understand the target markets need, want

and demand. Needs arethe basic human requirements. People need

food, air, clothing and shelter to survive.

People also have strong needs for recreation, education and

entertainment. These needs become wants when the are directed to

specific object that might satisfy the need. Wants are shaped by ones

society. Demands are wants to specific products backed by an ability to

pay. Many people want a merceds,only a few are able an willing to buy

one.

Product, Offering and Demand

Companies adders needs by putting a forth value preposition, a set of

benefits They offer to customer to satisfy their needs. The intangible

value preposition is made physical by an offering, which can be

combination of products, service, information, and experience. a brand

is an offering from a known source. A brand carries many association in

the mind of people. These association make up the brand image. all

companies strive to build brand strength that is a strong favorable

brand image.

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Value And Satisfaction

We can define value as a ratio between what the customers gets and

what he gives. The customers benefits and assumes cost. The benefits

include functional benefits and motional benefits. The cost includes

monetary cost, time cost, energy cost and psychic costs. The marketer

can increase the value of the customers offering in several ways:

benefits and reduce costs

Raise benefits by more than the raise in costs Lower benefits by less than the reduction costs Raise benefits Reduce costs

Relationship and networks

Transaction marketing is part of larger idea called relationship

marketing. Relationship has the aim of building mutually satisfying long

term relationship with key parties customers, suppliers, distributors in

order to earn and retain there business. Marketers accomplish thisby

promising and delivering high quality products and service at fair price

to the other parties over time. Relationship marketing builds strong

economic, technical and social among the parties. It cuts down on

transaction costs and time.

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Competition

Competition includes all the actual and potential rival offering and

substitutes that a buyer might consider. We can broaden the picture by

distinguishing four levels of competition based on the degree of product

substitutability. Brand competition, industry competition, Form

competition, and Generic competition

1. Brand competition: A company sees its competitors as other

companies Offering similar prices.

2. Industry competition: A company sees its competitors as all

companies Making the same product or class of products.

3. Form competition: A company sees its competitors as all

companies manufacturing product that supply the same service.

4. Generic competition: A company sees its competitors as all

companies that compete for the same customer dollars.

MARKETING MIX

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Marketing mix means to collect and mix the resources of marketing in

the manner that object of the enterprise may be achieved and

maximum satisfaction may be provided to the consumers. The term

marketing mix is used to described a combination of four elements- the

product, price, physical Distribution and promotion. These are popularly

know as Four Ps.

Product: The product itself is the first element. Products most

satisfy consumer needs. The management must. first decide the

products to be produced, by knowing the needs of the

consumers.

Price: The second element to affect the volume of sales is the

price. The market or announced amount of money asked from a

buyer is known as basic value placed on a product.

Promotion: The product may be known to the consumers. Firms

must undertake promotion work-advertising , publicity , personal

selling etc. which are the major activities.

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Place: Physical distribution is the delivery of product at the rights

time and at the right place. The distribution mix is the

combination of decisions relating to marketing channels, storage

facility, inventory control, location transportation warehousing etc.

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PRODUCT PRICE PROMOTION PLACE

Product List price Sales promotionChannels

Product variety Discounts Advertising

Coverage

Quality Allowances Sales force

Assortments

Design Payment period Public relationsLocations

Features Credit cards Direct marketingInventory

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PROMOTION MIX

Promotion mix a combine the following-sale promotion, advertising,

sale force, public relation, direct mailing, telemarketing and internet

with the use of above factor a better promotion policy can be framed

out.

MARKETING RESEARCH SYSTEM

It is the job of marketer researcher to produce customer insight into the

problem which is requested by marketing like product preference test,

a sale forecast by region or an advertising evaluation etc. marketing

research can be defined as the systematic design, collection, analysis,

and reporting of data and finding relevant to specific marketing situation

facing the company.

MARKETING RESEARCH PROCESS

Effective marketing research involves six step, they are as following:-

Defining the problem and research application. Developing the research plan. Collect the information. Analysis the information. Present the finding. Make the decision.

Research Methodology

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The fundamental way of any successful formal marketing research

project is sound research design. In todays scenario, it is very difficult

to establish an entire satisfaction classification system but for the sake

of simplicity it is necessary that the research project should be

fundamental objective. The research design specific method data

collection and data analysis. This definition consists of three important

teams plan, strategy and structure. The plan is the outline of research

scheme on which the researcher is to work. The structure of the

research will be carried, specifying the method to be used in collection

and analyzing data.

Generally there are two types of research method that are used in

practice

Exploratory research method Conclusive research method

Exploratory research method:

All marketing research projects start with exploratory research. It is a

preliminary phase and is absolutely essential.

In order to obtain proper definition of problem at hand the major

emphasis is on the discovery of ideas and insights. The broad and vague

problems are broken in smaller and more precise statements.

Exploratory research is a type of research conducted because a problem

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has not been clearly defined. Exploratory research helps determine the

best research design, data collection method and selection of subjects.

Types of exploratory research design are

Literature survey

Experience survey

Exploratory research often relies on secondary research such as

reviewing available literature and/or data, or qualitative approaches

such as informal discussions with consumers, employees, management

or competitors, and more formal approaches through in-depth

interviews, focus groups, projective methods, case studies or pilot

studies.

Conclusive research method

It involves development of hypothesis and testing of the hypothesis. It

is used when the purpose of research to describe the characteristics if

group like age, sex, education etc.

It is typically concerned with determining the frequency of occurrence.

It is considered a rigid and formal type of research.

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STEPS IN RESEARCH METHODOLOGY

OBJECTIVE OF STUDY

RESEARCH DESIGN

SAMPLE DESIGN

DATA COLLECTION

DATA ANALYSIS

REPORTING OF FINDINGS

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SAMPLE DESIGN

Sample design is about selecting number of elements (i.e. people) to

include in a survey in order to provide a good basis for measuring

economic and social phenomena.

To the greatest extent possible, the report will encourage researchers to

use sampling designs that ensure the generalizability of results.

For analysis purposes and in order to draw conclusions about different

settings and different professional groups within those settings, we need

to consider how many respondents are required per category and hence

for the following project it was necessary to survey at least 60

respondents.

The proposed sample design includes multiple steps in order to reduce

response bias. This sampling design will be carried out in a single stage

and involves random sampling method. Random sampling ensures the

unbiased outcome and ease in locating the respondents.

Now for the type of information desired, a small wisely selected sample

of 100 respondents can serve the purpose. We can complete the

assignment and analysis on behalf of consumer behavior survey. The

sampled population will then be tested through a questionnaire.

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METHOD OF DATA COLLECTON

There two methods available for data collection one is observational

method and second is Survey Method. One the decision in favor of

collection of primary data is taken, one has to decide the mode of

collection.

Observation method suggests that data collected through ones

observation and while in survey method field surveys are commonly

used to collect the primary data from the respondents. In this research

I used both survey and observation method. I have done survey with

the help of Direct Personal interviews to get the detailed information

about problem of research and for this purpose company has provided

us a structured Questionnaire form called EDS format to elicit the

necessary data from the respondents.

Collection of primary data

The information required for fulfilling the objective was collected from

both primary and secondary sources. The primary data was collected

using questionnaire and a short interview as also conducted to know

various factors from dealers. My research is based on primary data only

but while preparing the report secondary data is also used.

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Collection of secondary data

Secondary data means data that are already available. They refer to the

data, which have already been collected and analyzed by some one else.

When the researcher utilizes secondary data, then he has to look into

various sources from where he can obtain them.

In this case he is certainly not confronted of original data. Secondary

data may either be published data on unpublished data it is mainly

through, books, magazines and newspapers:

The researcher must be careful while collecting the secondary data, as

he must be sure of its reliability , otherwise secondary data may not

fulfill the desired objective. For the collection of the secondary data in

this repost different information sources were taken as a base. The

major source of information was the internet.

PREPARING QUESTIONNAIRE

The method of data collection through Questionnaire is very popular. In

a questionnaire a number of questions are typed in a define order on a

form or set of form. And the researcher fills it by asking the questions

with a request to answer by respondents. This method is vastly used in

various economy and business surveys. There are various benefits of

conducting a survey with the help of a questionnaire and these are as

follows-

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There is a low cost in conducting a field survey when population isless in number.

It is free from the basic of the interviewer; answers are inrespondents own words.

Respondents have adequate time to give well through outanswers.

Results that are found from this method are most reliable anddependable.

In the good form of questionnaire there should all type of questions like

open Ended, close-ended questions in a right sequence. And number of

questions should be 10 to 15. Starting of the questionnaire should be

respondent friendly.

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SCOPE OF THE STUDY

In this report we have examined the beverage market carefully and

drawn conclusions over it. This report will help up to recognize the

benefits of the study.

The study can be further enhanced to such an extend where a

completely new product line can be launched specially in JB segment as

the report express the current as well as the emerging market in the

juice based sector.

Since we already have the market share which is suppose to be the

strongest point plus the consumer behavior analysis that lets us know

their mindset; besides the competitors strategy and market knowledge,

perhaps product launching will be an excellent idea.

Limitations

No method is 100% perfect, every method have its own advantage and

limitation. The limitation felt by me during the work are as follows:

Shortage of time: the time duration of the survey was very short that

was of six weeks and the size of the sample of the retailers and shops

was very difficult.

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Large no of sample: The sample was very large in my survey. The size

of the sample was 60 plus retailers and shops. It is very tough task to

collect data from each of them.

Lack of coordination and response: When I was collecting the data, I

faced the major problems towards the respondent. It is very difficult to

know about the mood of the person at the time of interview.

.

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COMPANY PROFILE

Pepsi-Cola

Type Cola

Manufacturer PepsiCo.

Country of origin United StatesIntroduced 16 June 1903

Related products

Coca-Cola

RC Cola

Dr. Pepper

Inca-Cola

Pepsi-Cola is a carbonated beverages that is produced andmanufactured by

PepsiCo. It is sold in stores, restaurants and from vending machines.The

drink was first made in the 1890s by Pharmacist Calen Bradham in NewBern,

North Carolina. The brand was trademarked on June 16,1903. Therehave

been many Pepsi variants produced over the years since 1903, including

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Diet pepsi, Crystal Pepsi, Pepsi Twist, Pepsi Max, Pepsi Samba, PepsiBlue,

Pepsi Gold, Pepsi Holiday Spice, Pepsi Jazz, Pepsi X (available in

Finland and Brazil), Pepsi Next (available in Japan and South Korea),Pepsi

Raw, Pepsi. Retro in Mexico, Pepsi One, and Pepsi Ice Cucumber in

Japan.

H ISTORY

Pepsi was first made in New Bern, North Carolina, in the United States

in the early 1890s by pharmacist Caleb Bradham. In 1898, "Brad's

drink" was changed to "Pepsi-Cola" and later trademarked on June 16,

1903.There are several theories on the origin of the word "pepsi".

The only two discussed within the current PepsiCo website are thefollowing:

1. Caleb Bradham bought the name "Pep Kola" from a local

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In 1929, the Pepsi-Cola Company went bankrupt during the Great

Depression in large part due financial losses incurred by speculating on

wildly fluctuating sugar prices as a result of World War I. Assets were

sold and Roy C. Megargel bought the Pepsi trademark. Eight years

later, the company went bankrupt again. Pepsi's assets were then

purchased by Charles Guth, the President of Loft Inc. Loft was a candy

manufacturer with retail stores that contained soda fountains. He sought

to replace Coca-Cola at his stores' fountains after Coke refused to give

him a discount on syrup. Goth then had Loft's chemists reformulate the

Pepsi-Cola syrup formula.

It can be said with absolute certainty that the RKJ Group has

carved out a special niche for itself. Our services touch

different aspects of commercial and civilian domains like

those ofBottling, Food Chain and Education. Headed by

Mr. R. K. Jaipuria, the group as on today can lay claim to

expertise and leadership in the fields of education, food and beverages.

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The business of the company was started in 1991 with a tie-up with

Pepsi Foods Limited to manufacture and market Pepsi brand of

beverages in geographically pre-defined territories in which brand and

technical support was provided by the Principals viz., Pepsi Foods

Limited. The manufacturing facilities were restricted at Agra Plant only.

COMPANY HIERARCHY

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(diagram 1 shows the company hierarchy)

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KEY ATTRIBUTES

Multi Unit Manager:

Lead in the analysis and presentation of market, industry and

geography research combining internal data with external sources on

Firm strategic initiatives.

Perform ad hoc analysis and research on client, practice and officedevelopmental opportunities.

Independently scope, manage and lead projects from start tofinish, in a dynamic environment with limited direction.

Conduct Peer firm analysis such as league table rankings,international activities and client relationships to support variouspractice and office initiatives.

Prepare company profiles including background information,advisory relationships, and market intelligence and connect to theFirm experiences and relationships.

Responsible for developing, coordinating and executing domesticand international practice and office business development effortsand initiatives.

Analyze, summarize and present analysis on capital markets(public equity and debt offerings) deals and M&A transactions bycompany, region, industry or peer firms.

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Develop knowledge and understanding of external data sourcesfor use in Business Development projects.

Monitor and track news developments across industries andgeographic regions as it relates to Firm practice and offices.

Unit manager:

Get acquainted with, and leverage the business model.

Carry a full due diligence, and revisit the current marketsegmentation, distribution channels and sales organization.

Set up a sales planning system, and cascade it down to the lowestsales echelon.

Conduct a market survey to identify potential by region andproduct, and realign sales and market strategy accordingly.

Implement a performance management system, which will boostsales results in a sustainable manner.

Build a sales information system, which will help monitor results,

and anticipate market changes.

Review the strategic options at stake, and recommend courses ofaction (e.g. manufacturing v/s trading).

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Motivate and coach the sales force in order to drive superiorperformance in terms of sales objectives, collection target, andcustomer risk management.

Maintain smooth coordination with product managers

Participate in preparation of marketing strategies

F/U with logistic department orders status

Recruit and disseminate new blood throughout the salesorganization in order to alleviate performance by bolstering

internal emulation.

Territory development manager:

1. Territory Management

Maintain an appropriate coverage discipline to ensure that plansare achieved.

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Achieve new product distribution goals, and 100% authorizeddistribution levels in all stores

Sell displays against all customer programs and corporatepromotions.

On a timely basis, accurately report in-store results through thecomputer tools and processes

Monitor and report competitive activity.

Attend new store sets, remodels or major plan-o-gram changeswhere selling "on-site" can be done

Develop new selling materials for retail to be shared with otherTerritory Development Managers

2. Category Management/ Business Planning

Understand and execute category business plans and merchandising

activities for each customer.

Sustain comprehensive knowledge of products features and benefits,

including their nutritional key attributes. Understand role of products

within their respective categories.

Sell category business plans and merchandising as communicatedin retail selling priorities.

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Utilize category management principles in presentations to sellbase and incremental activities at key customers.

Continue to build an understanding and expertise of category andbrand dynamics

3. Customer Development

Understand the customer's retail systems, objectives and

strategies; develop strong relationships with store management

and where possible with Store Operation account managers

Accurately report sales controllable actions at store level to

Customer Teams Where applicable, manage Direct Accounts

(Volume & Trade Spend).

4. Administration/ Budgets

Manage applicable budgets effectively and operate within regional

spending guidelines

Submit Sales Call Reports, Weekly Planners and necessary trackers to

Retail Development Managers on a timely basis.

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Distributor Management:

Sourcing and Appointment of Distributors as and when required

Motivating and Coaching the Distributor Team and handholding where

required

Handling distributor issues with regard to claims and ROI

Building of good rapport as well as controlling the distributor Team

Taking care of route operations, market scheming and breakages at

the Godown

Manage stock levels to ensure continuous availability and regular

rotation

3. Driving Volume and Growth in the given Territory:

Managing Primary and Secondary sales

Operation of trade schemes within the allotted budget

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Appropriate distribution across the territory

Taking care of High Volume Accounts (Top Customers)

Recognizing Selling opportunities

Identify and target new accounts

Striving for channel growth like Eatery and Grocery

Effectively communicating the strategies through gate meetings

Proposing for discount to the Accounts as necessary.

Driving of Marketing and Growth initiatives

Dealing with consumer complaints effectively upholding Pepsi Co

values and integrity

Merchandising and Promotion

Manage stock levels to ensure continuous availability and regular

rotation

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Fill and rotate all shelf, displays and equipment to Pepsi-ColaCompany standards

Properly price product

Utilize point of purchase material

System Compliance:

Maintenance of Sales Tools including Execution Planner, Coaching

Calendar, Territory Score Board, One-With-One, Work-With and Blue

Book

18 days of Work With in the market

Channel Management

Awareness of various channels like grocery, eateries etc

Awareness of upcoming channels like Modern Trade & how to tap

effectively

On boarding of particular channels to our existing channel-specific

schemes

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5. Managing/ developing his team

Coaching of DAs

Effective guidance and handholding to the merchandisers

Allotting clear responsibilities to team members- assigning targets etc.

Ensuring TSB completion and mid month target evaluation.

BUDGETING-claims, financial control, check & bal

Marketing development manager:

F/U with logistic department orders status Recruit and disseminate new blood throughout the sales

organization in order to alleviate performance by bolsteringinternal emulation.

Ensure delivery of advertising materials to appropriatevendors/publishers in a timely manner.

Coordinate with internal Creative department, as well as externalad agencies on creation of advertising materials

Coordinate with Business Development on media assets derivedfrom partnership.

Reconcile and submit all invoices to accounting for promptpayment.

Coordinate event calendar, keeping media and corporate partnerscurrent with advertising materials.

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The primary duties of the Marketing Coordinator also includeworking with Marketing Managers and Project Managers toprepare proposals and presentations.

Maintain our marketing database, to coordinate conferenceattendance/sponsorships.

Area development manager:

Knowledge of development activities, Supervisory Lead role in recruiting, organizing, and/or managing volunteers Public relations coordinating events

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Distribution Channel

A company is "a corporationor, less commonly, an association,

partnership, or union that carries on a commercial or industrial

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enterprise." Company is sited at the top of the business flow diagram

which is in constant touch with the CFA i.e. clearing and forwarding

agent.

CFA is at the head of distribution and sales. All the work related to sales

is done by CFA agents. Under the guidelines given by the CFA,

distributors handle the delivering part of stock at the outlets. Outlets

can be the retail chains as well as the dealers.

INDUSTRY PROFILE

Varun Beverages Ltd. is the flagship company of the group.

The group also became the first franchisee for Yum

Restaurants International [formerly PepsiCo Restaurants

(India) Private Limited] in India. It has exclusive franchise

rights for Northern & Eastern India. It has total 46 Pizza

Hut Restaurants & 1 KFC Restaurant under its company.

They diversified into education by opening our first school in Gurgaon

under management of Delhi Public School Society. The schools of the

group are run under a Registered Trust namely Champa Devi Jaipuria

Charitable Trust.

Companies are medium sized, professionally managed, unlisted and

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closely held between Indian Promoters and foreign collaborators.

The group added another feather to its cap when the prestigious

PepsiCo International Bottler of the Year award was presented to Mr.

R. K. Jaipuria for the year 1998 at a glittering award ceremony at

PepsiCos centennial year celebrations at Hawaii, USA. The award was

presented by Mr. Donald M. Kendall, founder of PepsiCo Inc. in the

presence of Mr. George Bush, the 41st President of USA, Mr. Roger A.

Enrico, Chairman of the Board & C.E.O., PepsiCo Inc. and Mr. Craig

Weatherup, President of Pepsi Cola Company.

Vision

Being the best in everything we touch and handle.

Mission

Continuously excel to achieve and maintain

leadership position in the chosen businesses; and

delight all stakeholders by making economic

value additions in all corporate functions.

OurSuccess

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Production of innovative, high quality retail branded

beverages combined with world-class packaging.

Driven by a management team with a relentless focus on achievingsuperior customer service, driving earnings improvement and

increasing shareholder value.

Our People

At RKJ we are creating an environment where our

employees enjoy a greater degree of empowerment - both

individually and in their work teams.

Domestic firms in India, which once enjoyed the benefit of sheltered

markets, are increasingly facing competition from global giants in the

1990s. sheltered markets had once allowed Indian entrepreneurs to

develop strong brands that have held their own against the onslaught of

MNCs.

Soft Drink Production area

The market preference is highly regional based. While cola drinks have

main markets in metro cities and northern states of UP, Punjab,

Haryana etc. Orange flavored drinks are popular in southern states.

Sodas too are sold largely in southern states besides sale through bars.

Western markets have preference towards mango flavored drinks. Diet

coke presently constitutes just 0.7% of the total carbonated beverage

market.

Growth promotional activities

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The government has adopted liberalized policies for the soft drink trade

to give the industry a boast and promote the Indian brands

internationally. Although the import and manufacture of international

brands like Pepsi and Coke is enhanced in India the local brands are

being stabilized by advertisements, good quality and low cost.

The soft drinks market till early 1990s was in hands of domestic players

like campa, thumps up, Limca etc but with opening up of economy and

coming of MNC players Pepsi and Coke the market has come totally

under their control.

The distribution network of Coca cola had 6.5 lakh outlets across the

country in FY00, with the current network more than double of its

previous. On the other hand Pepsi Co's distribution network had 6 lakh

outlets across the country during FY00 which is now competent to that

of Coca cola.

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STRATEGIC AND CREATIVE USE OF SWOT ANALYSIS

Strategic use: Orienting swats to an Objective:-

If swot analysis does not start with defining a desired end state or

objective, it runs the risk of being useless. A swot analysis may be

incorporated into the strategic planning model. An example of a

strategic planning technique that Attributes of the organization that are

helpful to achieving the objective. incorporates an objective driven swot

analysis is scan analysis. Strategic Attributes of the organization that

are helpful to achieving the objective. planning, including swot and scan

analysis, has been the subject of must research.

If a clear objective has been identified, swot analysis can be used to

help in the pursuit of that objective. In this case, swats are:

Strengths: Attributes of the organization that are helpful to achieving

the objective.

Weakness: Attributes of the organization that are harmful to achieving

the objective.

Opportunities: External conditions that are harmful to achieving the

objective.

Threats: External conditions that are harmful to achieving the

Objective

Avoiding Errors

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Conducting a Swot analysis before defining and agreeing upon an

objective (a desired end state).Swats should not exist in the abstract.

They can exist only with reference to an objective. If the desired and

state is not openly defined and agreed upon the participants may have

different end states in mind and the results will be ineffective.

Opportunities external to the company are often confused with

strengths internal to the company. They should be kept separate.

Swats are sometimes confused with possible strategies. Swats are

description of condition, while possible strategies define actions. This

error is made especially with reference to opportunity analysis. To avoid

this error, it may be useful to think of opportunity as auspicious

conditions.

Strengths and weakness

Resource: Financial, intellectual, location Cost advantages from proprietary know how Exclusive access to high grade natural resourses Favorable access to distribution networks Governments rules and regulation regarding the business

Ability to develop new products Product range and diversity Valuable intangible assets Cooperative ventures Competitive capabilities

Opportunities and threats

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Takeovers Market trends Economic conditions Mergers Joint ventures Strategic alliances Expectation of stakeholders Technology Public expectations

Competitors and competitive actions Poor Public Relations Development Criticism(Editorial) Global Markets Environmental conditions

Use of SWOT Analysis:-

The usefulness of SWOT analysis is not limited to profit-seeking

organizations. SWOTanalysis may be used in any decision-making

situation when a desired end-state(objective) has been defined.

Examples include: non-profit organizations, governmental units, and

individuals.SWOT analysis may also be used in pre-crisis planning and

preventive crisis management

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Q-1:- Do you drink juice based drinks?

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7 0

3 0

0 %

1 0 %

2 0 %

3 0 %

4 0 %

5 0 %

6 0 %

7 0 %

y e s n o

y e

n o

Inference:

According to the study a large ratio of customer prefer tojuice Based drinks.

Q-2;- What kind of juice based drinks do you like?

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6 5

3 5

s l ic e

m a a

Inference:

Among juice based drinks SLICE is the most preferred bythe responder compare to MAAZA.

Q-3:- Have you ever used new slice?

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8 0

2 0

0 %

1 0 %

2 0 %

3 0 %

4 0 %

5 0 %

6 0 %

7 0 %

8 0 %

y e s n o

y e

n oc

Inference:

The researcher has found that 80% persons like to newslice.

Q-4:- How would you differentiate b/w old slice and new slice?

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20%

10%

10%

60%

A

B

C

D

Inference:

Almost half of the ratio of the responders think that newslice is different than old slice.

Q-5:- Do you feel the new the new slice taste is better than old one?

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9 0

1 0

y e sn o

Inference:

The researcher has found that the 90% of the consumersagreed that the taste of new slice is better than old one.

Q-6:- How much do you feel any change in fragnance the new slice?

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5 %

2 5

6 0

1 0

0 %

1 0 %

2 0 %

3 0 %

4 0 %

5 0 %

6 0 %

p o o r b e t t e r m u c h b e t te r s a m e

p o o r

b e tt e r

m u c h b e

s a m e

Inference:

A good ratio recognized much better fragnance in newslice.

Q7:- Is there any change in colour you observe ?

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8 5

1 5

y e

n o

Inference:

Maximum persons observe that there are no change in thecolour of New slice.

Q-:8- Do you think price is resonable of the new slice?

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8 0

2 0

y e

n o

Inference:

A healthy no.of customers considered the price of new sliceis genuine And up to profit of the costomes.

Q-9:- What do you think about the new packing of the new slice?

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v e r y n ic ea v e r a g e

s a m eo ld o n e w a s

b e t t e r

S 1

5 0

3 5

5 %1 0

0 %

1 0 %

2 0 %

3 0 %

4 0 %

5 0 %

v e r y n ic e

a v e r a g e

s a m e

o ld o n e w a s b

Inference:

As figure dipicit 50% of user found new packing is betterlooking Compare to old packing.

Q-10:- Why the new slice do you more like?

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tastekaitreena

kaif

promote

sa feother

S1

50%

15%25%

10%0%

10%

20%

30%

40%

50%

tastekaitreena kaif pr om

s a f e

other

Inference:

According to the servey most of the customers think that the

taste Of the new Slice is better than to other brands.

Q-11:- Have you seen the advertisement of new slice?

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80%

20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

y es no

y es

no

Inference:

The figure shows that a big no. of the customers has seenthe advertisement of new slice.

Q-12:- Do you feel new slice are safe for health?

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75%

25%

0%

10%

20%

30%

40%

50%

60%

70%

80%

yes no

yes

no

Inference:

According to the survey the researcher found that most ofthe customer observe that the new slice is safe for health.

Conclusion

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I have studied and analyzed the slice & new slice at different aspect of

the market . The survey was conducted in various areas of noida city

With great enthusiasm . This report concludes that Pepsi `s brands are

easily available in various part of noida . there are many brands of juice

base brand available in the market like that maaza , real juice etc .in

current time Pepsi launch its new brand new slice its attract people in

a large no. towards it because its test is much better then its old

variety .thats why people who taste new slice there are 1st choice is

new slice as they know .There are so increase in volume of new slice to

make a good add &with shine board on the road & shop so thus more

people will be attract towards that brand .Due to this publicity stunt

there will be a good stock near to hall sale distributer & shop, honour ,

restaurants and they fulfills the customer demand.

According to the study a large ratio of customer prefer to juicebased drinks.

According to the study a large ratio of customer prefer to juicebased drinks.

The researcher has found that 80% persons like to new slice.

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Almost half of the ratio of the responders think that new slice isdifferent than old slice.

A good ratio recognized much better fragrance in new slice.

Maximum persons observe that there are no change in the co lourof new slice.

A healthy no. of customers considered the price of new slice isgenuineand up to profit of the customers.

As figure depict 50% of user found new packing is better lookingcompare to old packing

According to the survey most of the customers think that the tasteof the new Slice is better than to other brands.

The figure shows that a big no. of the customers has seen the

advertisement of new slice.

According to the survey the researcher found that most of thecustomer observe that the new slice is safe for health.

The researcher has found that the 90% of the consumers agreedthat the taste of new slice is better than old one

Suggestion

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Company should pay a little more attention for the sales promotion invarious areas.

Facilities like dispenser, icebox & banner etc. should be made easilyavailable where as Company should go on with its various schemes.

Supply: Supply should be made in time, moreover supply of pet jars

should be made wider.

Quality: Company should insure that there should be no impuritieswhile packing a bottle.

Price: Price should not be too high that consumer has first thought overit. It should Compete with other product.

Attractive: Packaging should be made so attractive that every one likesto once purchase .It & make it a brand royal.

BIBLIOGRAPHY:

A. Books

(1) Research Methodology - C.R. Kothari

(2) Marketing Management -Phillip Kotler

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B. Websites

www.pepsizone.com www.pepsiworld.com www.Google.com

Questionnaire

Q-1:- Do you drink juice based drinks?

Yes No

Q-2;- What kind of juice based drinks do you like?

Slice Maaza

Tropicana Real juice

Q-3:- Have you ever used new slice?

Yes NO

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Q-4:- How would you differentiate b/w old slice and new slice?

Taste Packing

Flavour All

Q-5:- Do you feel the new the new slice taste is better than old one?

Yes NO

Q-6:- How much do you feel any change in fragrance the new slice?

Poor Better

Much better Same

Q-7:- Is there any change in color you observe?

Yes No

Q-:8- Do you think price is reasonable of the new slice?

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Yes No

Q-9:- What do you think about the new packing of the new slice?

Very nice Average

Same Old one was better

Q-10:- Why the new slice do you more like?

It tastes good Katreena kaif promote it

It is safe for health other reason, pls specify_______

Q-11:- Have you seen the advertisement of new slice?

Yes No

Q-12:- Do you feel new slices are safe for health?

Yes No

Documents

Slice Project Report