SUMMER TRAINING PROJECT-:

EXPLORING PHARMACY CHANNEL AS AN ALTERNATE

FOR NCB PRODUCTS AND PROMOTION OF NIMBOOZ

INTRODUCTION

Born in the Carolina in 1898, Pepsi-Cola has a long and rich history. The drink is the invention of Caleb Bradham (left), a pharmacist and drugstore owner in New Bern, North Carolina.

History

In context to India

July 1986An application for soft drinks-cum-snack food joint venture by Pepsi, Voltas and Punjab Agro is submitted to the government after an earlier proposed alliance- 1985, between Pepsi and Duncan’s of the Goenkas fails to take off.Sept.1988Final approval for the Pepsi Foods Limited (P.F.L) project granted by the Cabinet Committee on Economic Affairs of the Rajeev Gandhi Government.

March 1990Pepsi Cola and Seven up Launched in limited market in North India.

May 1990The government clears the Pepsi project again but with a change in brand name to Lehar Pepsi.

Dec 1991Pepsi extends its soft drinks reach on national scale. Products launched Delhi and Bombay.

1993Pepsi launches Teem and Slice. Captured about 25.30% of the soft drinks market in about two years. July 1993 Volta’s pulls out of PFL joint venture. Pepsi decides to raise equity to 92%.1994 Pepsi brought Dukes & Sons1995 Pepsi launched Cans having capacity of 330 ml in various flavors.1997 Pepsi brought Mirinda Orange opposite to Fanta.

1998 Pepsi launched Lemon Mirinda to give tough competition to Limca.1999 Pepsi has launched its Diet Pepsi Can and 1.5 Liters pet bottles for health conscious people.2001Pepsi launched Aquafina.2003Pepsi launched Mountain Dew2005Mirinda lemon zinger, 7UP.Ice was launched by Pepsi.2006Bubbly Pepsi was launched.2007Pepsi Gold was launched.

MISSION

We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity.

VISION

Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company.

A Step Towards CSR (Corporate Social Responsibility)

TERI ADI EXNORA CSMCRI Capteen Foundation Mission Vijay II Swashrit International Labor Organization Youth-reach India

AN OVERVIEW OF ALL PEPSI-COLA BRANDS

FAMOUS CATCH LINES OF PEPSISome famous catch lines of Pepsi are: -

-----“YEHI HAI RIGHT CHOICE BABY……AAHA!!!!” -----“NOTHING OFFICIAL ABOUT IT” -----“CHOICE OF NEXT GENERATION” -----“MORE CRICKET MORE PEPSI” -----“YEH AAZADI HAI DIL KI ”

-----“YEH DIL MANGE MORE” -----“ZOR KA JHATKA DHHERE SE LAGE ” -----“PEPSI KE LIYE HUM BESHRAM HAIN” -----“YEH PYAAS HAI BADI” -----“DO THE DEW”

Coke vs. Pepsi

Global Competition and Market Share

Domestic Competition and Market Share

Project Work:-Exploring Pharmacy Channel as an

Alternate to NCB ProductsMEANING

These are the beverages which doesn’t have Gas or Fizz. Usually carbon dioxide is added in soft drinks. But in NCB’s carbon dioxide is not added. For eg. Products like packed Juices, Mineral water etc.

Various players in NCBHindustan Unilever,Dabur,Godrej,Parle,Rasna International,Nestle,PepsiCo ,Coca-Cola.

STARTEGIES FOLLOWED BY PEPSI FOR NCB’s

Variety of products are introduced by the company in the market such as juice and juice drinks.

Recently, launched Tropicana 100 per cent, for the niche category.

PepsiCo India is making an investment of Rs 1,000 crore this year and a large part of it would go towards non-carbonated beverages for manufacturing and in developing new lines.

Pepsi kick-started 2009 with its new Slice campaign featuring brand ambassador Katrina Kaif in a new avatar

PepsiCo India has been generating buzz through a 360-multimedia campaign for its other brands such as Nimbooz, Tropicana Twister and Tropicana 100 per cent juices.

PepsiCo had revised its investment plan made in 2008 during the visit of its global chief Indra Nooyi who announced an investment of Rs 2,300 crore in the domestic market by 2011.

Making system lot more competitive and lot more responsive towards customers.

Contribute to create both healthier and indulgent choices for consumers, and bringing more enjoyment to their lives.

Exploring pharmacy channels as an alternate.Diversified product line.The company plans to introduce more localised product

offerings like nimbu-paani and milk based beverages.

OBJECTIVES OF THE STUDY To gather information about NCB market.

To Explore Pharmacy channel as an alternate for NCB products so as to increase sales of the NCB.

To gather information that how the sales of NCB products can be increased.

To know what do Pharmacists need to sell the NCB.

Problems which Pharmacists think they may face selling NCB

  

Research methodology Universe----Amritsar City

Sample---- PharmacistsSample size-----20 pharmacists.Sampling Technique-----Personal Interview Data Analysis------1. Pie charts2. Bar graphs

ANALYSIS & INTERPETATION

LEVEL OF AWARENESS

ANALYSIS: Level of awareness is more prominent in case of mineral water than other NCB’s.

Demand Pattern

Analysis: NCB’s showed an irregular demand pattern and the factors for the same were inconsistent.

Challenges in Sale

Analysis: There are many difficulties in selling these products but the prominent one is less demand.

Motives for Selling

Analysis: High profit margins is one of the prominent reason for attracting dealers and 2nd being the demand for the same.

Expected Profit Margins

Analysis: The expectation of storekeepers are much higher regarding profits.

PreferenceCB/NCB

Analysis: Nobody wants to sell CB’s along with NCB’s. Even they are hesitate to sell NCB’s also.

Seasonal variations

Analysis: As per the respondents the demand is seasonal.

FINDINGS & ANALYSIS

Pharma Dealers hesitate to store NCB. In NCB range of products mineral water ie.

Aquafina, Kinley etc have more demand. Profit margins are less. Their core product i.e. Medicines generated them

their visible profit margins & adding NCB to their stores only added to cost.

 Storing NCB’s prompted them to ask for

promotional schemes, storing equipments etc, this added to cost of the company and .

Limitation of the study On account of limitation of time and accessibility, the coverage of the survey is limited to 20 pharmacists and 250 Doctors.

The survey is limited to Amritsar City only.

Possibility of some biased opinion of the respondents in answering the questionnaire could not be ruled out.

Convenience Sampling has been used to collect the information. Hence the sampling may not be the true representative of the population. 

Project-: Promotion of Nimbooz

Research Methodology

Universe----Amritsar CitySample size----- 250 Doctors out which 190 respondedSampling Technique-----Personal Interview Data Analysis------Pie charts

ANALYSIS &INTERPETATION

Level Of Awareness

Analysis: Out of total of 190 respondents majority i.e. (145) have tasted.

Preference

Analysis: Majority prefer Nimbooz.

Medical Recommendations

Analysis: Doctors have a strong recommendations of Nimbooz.

ConclusionPepsi is a leader in Non carbonated beverages as

compared to Carbonated beverages. New launch Nimbooz is a success and is posing a

tough competition to Limca. Pepsi is a recognizable brand in the market.  Pharmacists when interviewed were reluctant to stock

NCB’s as there level of sales is low and low level of profit margins.

 Doctors were asked as to there preference/

recommendations for Nimbooz to patients and most of them liked it and would refer it to there patients.

Proper promotional campaign should be undertaken by the company.

The Pepsi can go for its own outlets rather than going for Pharmacist market, such as Nescafe is providing.

Proper storage equipment should be provided.

The market trends keep on changing & it should be a point of consideration for the company to cater to market needs.

More schemes should be provided to the retailers. More stress on B Grade market.

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