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AMRITSAR
G.N.D.U COLLEGE BRAND POSITIONING OF SLICE IN
itted By A Project Report
Submitted To
JAGROOP SINGH
In partial fulfillment of the requirements for

the award of the degree
Of
Master of Business Administration
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DECLARATION
This Project report entitled, “Brand positioning of SLICE”, is our
Original work for submission to Mr.
Date:
Place:
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Preface
Modern organizations are highly complex and dynamic systems. They

operate under very turbulent social economic and political
environment. They are required to reconcile several incompatible
goals. Conflicting rods and divergent interests. They are also fraught
with use risk and uncertainties hence tactful management of such
organization to plan execute, guide, coordinate and control the
performance people to achieve predetermine goal. Management has to
keep the organization vibrant moving and in equilibrium it has to
achieve goals which themselves are changing it is therefore a problem
highly complex and ticklish. To tackle these problems, information
plays an important role. Marketing research is the appropriate tool to
get most useful information about the market. This information will
asset to acquire and analysis information and to make suggestions to
management as to how marketing problems should be solved.
The marketing research is the process which links to manufactures,

dealers and individuals through information an important part of
curriculum of MBA programme is the project taken by student in any
business organization. After completion of II semester of the program.
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The objective of this project is to enable the student to understand the

application of academies in the real business life. I am fully confident
that this project will be extremely useful for the management.
Date:
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Acknowledgement
I express my heartiest gratitude to Mr. M.J. Faridi (TDM Saharanpur), VARUN

BEVERAGES LIMITED who gave me an opportunity to do my summer training in this
organization and help me to show and learn intricacies of business in better way.
I also take this opportunity to thanks Mr. Ajay Dabral (CE Saharanpur), VARUN
BEVERAGES LIMITED under whose guidance I completed this project.
It would not be out of place to show my gratitude to Mr. KALYAN KUMAR Project
Guide without whose guidance this project wouldn’t have been possible.
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- Prameel Rathour
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EXECUTIVE SUMMARY
PEPSI is the world leader the convenient foods and beverages with the revenue of about
$27 billion and over 147000 employees. The companies consist of the snack business of
Frito lay NORTH AMERCIA and the beverages and their food businesses of PEPSI
beverages and foods, which includes PepsiCo beverages NORTH AMERCIA. PepsiCo
brand are available in nearly 2000countries and territories.
In INDIA, the company has an extremely positive outlook. Outside northamercia to of

our largest and fast growing business after INDIA and CHINA, which include more than
the worlds population? Faced with the existing policy framework at the time, the
company entered the INDIAN market through the joint venture with Volta’s and Punjab
agro industries with the introduction of the liberalization polices since 1991, PEPSI took
control of its operation.
The project report was carried on the topic “BRAND POSITIONING OF SLICE” in the
category of juice based drinks. There was the stiff competition in the field of juice based
product in the market. For analyzing the position of slice and the awareness of slice
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among the consumer, we have to conducted survey. The research process design was
conclusive and statically in nature which would enable the company to the rational
decision. The sample size taken was very large consisted of 300 outlets and 700
consumers. For this purpose questionnaire designed was of two types i.e. outlet survey
and consumer survey. Data is collected from two sources i.e. primary sources secondary
sources. Secondary data consist of information that already exist somewhere and may
have collected for different purpose, it provides a starting point. To select the localities
map of Saharanpur was used. The list of retailers as obtained from company officials,
designed by company.
The outcomes derived from conductedsurvey were beyond our expectations level. SLICE
has acquired a good market share in the field of juice based drinks. During the survey it
was found that SLICE was a leading product in juice based product in comparison with
its competitors.
The outlet survey analyze that trend in the sales of both the carbonated soft drink and
juice based drink and also analyze the reason for increase or decrease in the sale of
SLICE. It also helps in the estimation of annual purchasing behavior of the retailer at
particular outlets.
The consumer outlet aims at analysis the annual average consumption of the consumer.
With the help of this we derived the conclusion about the taste and preference of the
consumer. During the survey personal interview by questionnaire technique helps a lot to
understand about the distribution system and to understand the problem of retailers and
other peole.the survey technique helps a lot in understanding the problem of the
consumer and th measures to overcome the problems. During the survey, I face many
difficulties. The retailers do not respond properly,. The sample size was too large ad some
retailers do not give the exact information.
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INTRODUCTION TO COMPANY
PepsiCo is a world leader in convenient foods and beverages, with

revenues of about $27 billion and over 147,00 employees. The
company consists of the snack business of Frito-Lay North America and
the beverage and food businesses of PepsiCo Beverages and Foods,
which includes PepsiCo Beverages North America (Pepsi-Cola North
America and Gatorade/Tropicana North America0 and Quaker Foods
North America. PepsiCo International includes the snack businesses of
Frito-Lay International and beverage businesses of PepsiCo Beverages
International. Pepsi Co brands are available in nearly 200 countries
and territories.
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Many of PepsiCo’s brand names are over 100-Years old, but the
corporation is relatively young. PepsiCo was founded in 1965 through
the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in
1998 and PepsiCo merged with the Quaker Oats Comp0any, including
Gatorade, in 2001.
PepsiCo’s success is the result of superior products, high standards of
performance, distinctive competitive strategies and the high integrity
of our people.
Our mission is to be the world’s premier consumer Products Company
focused on convenient foods and beverages. We seek to produce
healthy 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.
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Slogans and Logos
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1898 Brad's Drink
Exhilarating, Invigorating, Aids

1903
Digestion
1906 Original Pure Food Drink
1908 Delicious and Healthful
1915 For All Thirsts - Pepsi:Cola
Pepsi:Cola - It makes you
1919
Scintillate
Drink Pepsi:Cola - It Will Satisfy
1920
You
1928 Peps You Up!
1929 Here's Health!
1932 Sparkling, Delicious
1933 It's the Best Cola Drink
Double Size
1934
Refreshing and Healthful
1938 Join the Swing to Pepsi
1939 Twice as Much for a Nickel
1943 Bigger Drink, Better Taste
1947 It's a Great American Custom
Why Take Less When Pepsi's

1949
Best?
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1950 More Bounce to the Ounce
The Light Refreshment
1954
Refreshing Without Filling
1958 Be Sociable, Have a Pepsi
Now It's Pepsi for Those Who
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Think Young
Come Alive! You're in the Pepsi
1963
Generation
Taste that Beats the Others
1967
Cold, Pepsi Pours It On.
You've Got a Lot to Live, Pepsi's
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Got a Lot to Give
1973 Join the Pepsi People Feelin' Free
1976 Have a Pepsi Day!
Catch That Pepsi Spirit
1979
Take the Pepsi Challenge
1981 Pepsi's Got Your Taste for Life
1983 Pepsi Now!
1984 The Choice of a New Generation
1987 America's Choice
1989 A Generation Ahead
1992 Gotta Have It
1993 Be Young, Have Fun, Drink Pepsi
1995 Nothing Else is a Pepsi
1997 Generation Next
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1998 Same Great Taste

1999 The Joy of Cola
2000 The Joy of Pepsi
2003 Pepsi. It's the Cola
2006 Pepsi. It’s the Cola
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PEPSICO INDIA
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 Pepsi is one of the most well known brands in the world today
available in over 160 countries. The company has an extremely
positive outlook for India. “Outside North America two of our
largest and fastest growing businesses are in India and China,
which include more than of the world’s population.” (PepsiCo’s
annual report, 1999)
 This reflects that India holds a central position in pepsi’s
corporate strategy. India is a key market for PepsiCo and at the
same time the company has added value to Indian agriculture
and industry. PeosiCo entered India in 1989 and is concentrating
in three focus areas- Soft drink concentrate snack foods and
vegetable and food processing.
 Faced with the existing policy framework at the time, the
company entered the India market through a joint venture with
Voltas and Punjab Agro Industries. With the introduction of the
labialisation policies since 1991, Pepsi took complete control f its
operations. The government has approved more than Us$ 400
million worth of investments of which over US$ 330 million have
already flown in.
 One of PepsiCo’s key strategies was to develop a completely local
management team. Pepsi has 19 company owned factories while
their Indian bottling partners own 21. The company has set up 8
Greenfield sites in backward regions of different states. PepsiCo
intends to expand its operations and is planning an investment
of approximately US$ 150 million in the next two-three years.
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STRUCTURE OF FOBO
PEPSI FOODS LIMITED
Franchisees invest in pland and
in machine, glass (Bottlers,
FRANCHISEE trucks and infrastructure) in
(BOTTLERS)
PEPSI INDIA MARKETING
(SALES & MARKETING)
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FOBO
FOBO stands for franchise owned bottling operations. Entering into

FOBO has helped PepsiCo on several ways. First it has enabled Pepsi to
focus on marketing operation as it has on the operatonal front
Another gain of going FOBO is that since the franchise have to invest
in plant and machine-glass (bottles and) trucks/infrastructure, the cost
burden has been reduced.
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INTRODUCTION TO THE PROJECT
PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27
billion and over 147,00 employees. The company consists of the snack business of Frito-
Lay North America and the beverage and food businesses of PepsiCo Beverages and
Foods, which includes PepsiCo Beverages North America (Pepsi-Cola North America
and Gatorade/Tropicana North America0 and Quaker Foods North America. PepsiCo
International includes the snack businesses of Frito-Lay International and beverage
businesses of PepsiCo Beverages International. Pepsi Co brands are available in nearly
200 countries and territories.
With a fierce competition ranging amongst various companies involved in the field of
soft drink, brand awareness and promotion are indispensable for the future growth
prospects.
In this project, I m going to discuss and analyze the awareness and positioning of SLICE
In the field of juice based product in the market and the taste & preference of consumer
In this project, based upon marketing research, I defined the problem, collected,
organized and analyzed the data; making deductions and evaluations; thereby reaching
the conclusions.
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Brand awareness is not such an easy task; therefore, I m going to adopt a multiple
strategy in defining the problem, evaluating the data and suggesting the
recommendations.
Multiple strategy includes an extensive research on secondary data i.e. data which has
already been collected by someone else; thereby making it much more valuable and
appropriate by analyzing it in the perspective of new and the first hand data i.e. Primary
Data, which happens to be original in character.
It is absolutely essential to determine the various ways for the business to grow and
succeed in a dynamic way and finding the root cause for the available problem, to discard
it.
Methodologically, marketing research uses several types of research designs namely;
Qualitative techniques, Quantitative techniques, Conceptual and Empirical techniques,
Descriptive and Analytical techniques etc. Researchers may adopt more than one research
designs i.e. a multiple research design strategy, but to achieve the aim and objective of
the project, Quantitative Research Design has been adopted- which is generally used to
draw conclusions, uses random sampling techniques to as to infer from the sample to the
population- involves a large number of respondents- examples include Surveys and
Questionnaires.
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Therefore, the entire marketing research project depended hugely for its success on an
appropriate an effective Questionnaire as it is very rightly called the heart of the entire
survey operation. If it is not properly set up: -
Then the survey and its outcomes are bound to fail. Hence first and foremost, I m going
to define and explain the relevance and appropriateness of each and every questions
which was made a part of the Questionnaire and how it moved the project towards it’s
pre-determined objectives. To understand that better, we must have a look at the
Questionnaire compiled.
Brand awareness is the ability of potential buyer to recognize or recall that a brand is a
part of a product category. In other words, the customer should be able to identify a firms
product in the retail store or able to recall it’s brand whenever he or she thinks of the
product class. Brand awareness has to be thought of as “a continuous range from an
uncertain felling that a brand is recognize to a belief that it is the only one in the product
class”. At the top end of the continuum is the brand that exists at the top of the customers
mind. This is the happy and most desired condition that any marketer seeks. The next
level is of all the other brands that are recalled by the customer in an unaided form. The
customer is asked to recall as many as he or she is able to whenever one thinks of a
product.
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PROBLEM UNDERTAKEN/STUDIED
Quite often we all hear that “A problem clearly stated is a problem half solved”. This
statement signifies the need for defining a research problem. The problem to be
investigated must be defined unambiguously for that will help to discriminate relevant
data from the irrelevant ones. Defining a problem involves the task of laving down
boundaries with in which the researchers shall study the problems with predetermined
objectives in view. The techniques for the purpose involve the undertakings of the
following steps:
 Understanding the problem

 Understanding the mature
 Surveying the available nature
 Developing the ideas to through discussion
 Rephrase the research problem
While conducting the survey in PEPSI and making a glance on the titles of the report i.e.
“BRAND POSITIONING OF SLICE”, following problems are pointed out under given
headings.
IDENTIFY THE PROBLEM:
1. The main problem is to know the awareness of the SLICE in the market.
2. To analyze the position of the SLICE in the juice based drink
3. To estimate the market share of the SLICE.
4. To find out the future demand of the product.
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5. Advertising is effective to create impact on consumer or not.
6. To find out the expectation level of the consumer.
7. To know whether the company is able to met the demand of the product with
an effective supply chain method or not.
8. To know whether the company have effective distribution system or not.
9. To know whether company have successfully analyze there weak routes.
IDENTIFY THE POSSIBLE CAUSES OF PROBLEM:
To identify the possible causes of problem a detailed study is done. The various possible
causes that come into focus are:
1. Lack of proper means of promotional activity or advertising.

2. Lack of proper analysis of week route area.
PROBLEM SOLVING TECHNIQUES:
The company should have to monitor these variables:
 Market share of product.

 Taste and preferences of customer.
 Promotional activities.
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Objective
1. To study the awareness of the slice among the JBD(juice based drinks).
2. To know the purchasing power of consumer and Behavior in comparison with

other product in JBD
3. To find out the reasons for increase or decrease in the sale of JBD as compare to
the previous year.
4. To study the consumption pattern of the SLICE
5. To identify the SWOT analysis of the company.
6. To indulge whether particular product is meeting the expectation level of the

company.
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For define research methodology there are three types of methods for
marketing research. They are as follows:
The observation method
The experimental method
The survey method inclusive of panel method.
In observation method data are collected on the direct observation. No

talks take place. By observing the person the analysis makes the
inventory as to product used by him at his home or kept as retailers
stocks. In experimental method it is based on the concept that small-
scale experiment is useful to indicate the expectations of large-scale
experiment. The survey method information is gathered directly from
individuals I three ways:
o Telephone
o Mail
o Personal interview
The survey method in also suffered to as the “Questionnaire

Technique” there are also segregated by
In factual survey
Opinion survey
Interpretative survey
In my project point of view I have taken mainly the method of

1) Survey by route ride
2) Personal interview by questionnaire technique
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QUESTIONNAIRE STRUCTURE
The questionnaire conducted during the survey consists of two categories i.e.
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 OUTLET SURVEY
 CONSUMER SURVEY
OUTLET SURVEY: The outlet survey consist of five types of questions that was asked
From the Retailers. The first two question aims at analyzing the trends in the sales in
Comparison with the sales of previous year, including the sales of Juice Based Drink.
This helps in estimating that whether the sales of Carbonated Soft Drink and Juice Based
Drink has gone up, Gone Down or Remains same at every outlet.
The third question helps in estimating the reasons for increase or decrease in the sales of
juice based drinks. There are various reasons for increase or decrease in the sales. With
the help of the opinion of every retailer we can conclude the most important cause
affecting the sales.
The fourth question of the questionnaire targeted at the purchasing behavior of the
individual retailer of the juice based product. This question aims at deriving the estimate
demand of their juice based drink in the market.
The last question comprises of the suggestion to improve the sales of SLICE in the
market. With the help of this question we can go through the measures which help in
reaching the bench mark.
CONSUMER SURVEY: consumer survey consists of four types of question, asked

from the consumer. With the help of the consumer survey we can conclude the taste and
preference of consumer.
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The first question aims at analyzing the consumption pattern of consumer in both types of
soft drink i.e. carbonated soft drink (CSD) and juice based drink (JBD). With the help of
this we can analyze the demand of the product.
The second question aims at analyzing the reasons of increase or decrease in the
consumption habit of consumer in JBD.
With respect to the aim and goal of the research of the project the next part of the
questionnaires is focusing at the core point of the research i.e. to niche out the size of the
juice based drink is mostly consume by the consumer. In this part we can interprets the
result by providing the rank to the different sizes of the product.
The last but not the least in the next section which will be the important aspect of the
questionnaire depicts on the importance of the research based on the taste and preference
of the consumer. On the basis of that market share of the all products of JBD is analyzed.
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OBSERVATIONS & ANALYSIS
Every Dealer Survey(EDS)
The Every Dealer Survey commonly known as EDS is made every year by the company.
This survey is done every year by the company so that complete awareness about the
retailers and there attachment with he company is observed. The data of EDS helps in
knowing the companies position among the competitors as well as the competitor’s
position.
The assessment is done in following ways:
The format of EDS is given as under:
A/C Name: - Is the name of the outlet.
Contact person: - To whom the surveyor contacts.
Address: - Address of outlet.
Channel code: - Is the code given to the outlet on the basis of its category.
If code is:
01 -modern trade
02 –on premise
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03 –traditional trade
Size of account: - The size of account is assessed on the basis of the annual purchase of
product.
If <250 c/s then size is small that is denoted by S.
Similarly if 250-500c/s then size is denoted by M that is (medium).
if 500-1000c/s then size is denoted by L that is (large).
And If >1000 then VL that is (very large).
Category master
The category master is concerned with the category of the outlet. The company
gives them technical term according to the market share. This process is done
through estimating the product share in comparison with the competitor.
If the share of Pepsi is 0-25% then it will fall under WOP1 category.
Similarly, if share is 26-35% then it is WOP2 category.
If, 36-45% then WOP3.
If, 46-50% then it will come under PAR category.
If 51-60% then HIGH SHARE category
If sale of PEPSI product is 60 -100% in any outlet then outlet will come under
dominant category.
This category of Pepsi varies from one outlet to another.
SIGNAGE
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One of the important topic covered under the EDS is signage. Here Signage refers to
visibility of brand names and different flavors in the outlet. There are various ways
through which the brand names and different flavors are made visible to the consumers.
They are: Dealer boards
Glow sign boards
Shop painting
Counter rack
Floor rack
One of the important philosophy company follows is: “JO DIKHTA WO BIKTA HAI”
means the thing which is visible in any outlet, consumer demands for it. And this
philosophy of company is very much true. Through the EDS the signage of the
competitor is also concluded. »From the survey it was observed that the routes or outlets
where there is good signage the sale of product is also up to mark. Similarly it was also
noticed that company needs to put some more effort regarding signage in the week
routes.
Mode of payment
Generally it is seen that mode of payment is in cash but some exception are there. These
exceptions are PEPSI monopolies where the mode of payment is through cheque.
Frequency
It is to measure that sales man visits the outlet daily or not .From the EDS we conclude
that there is regular visit of salesman in all the route.
Estimation of empty glasses in c/s : It is to be calculated by the surveyor that how

much c/s of PEPSI is empty and the number of empty c/s of the competitor.
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Annual sale
Annual sale of PEPSI is calculated on the basis of salesman and the contact person’s
answer.(for example, if the contact person says that he sells 1 c/s daily then on calculating
:
1c/s daily
I.e. 30 c/s month
so annual sale = 30*100/18 = 167 c/s approx).
Similarly annual sale for other figure is estimated.
Chilling equipments
Under this category the chilling equipment of PEPSI and its competitor is estimated
.There are series of chilling equipment of Pepsi and its competitor. They are namely
PBI code – Chilling machine provided by the company free of cost to the retailers having
goodwill in the soft drink market.
CCI code – Provided by the competitor just as PBI Code.
Outlet own – Chilling machine owned by the outlet.
PBI OYC & CCI OYC – The equipments provided by Pepsi and its competitor
respectively on the payment and the mode of payment is draft.
Other initiative
The other initiative is those initiative which supports the signage and makes a perception
on the mind of a consumer. These initiatives are (display, combo, HAD etc). The common
initiatives are
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1. Space Club
2. Grocery/ HH program
3. Eatery combo program
4. Janta eatery program
5. Catering program
6. Seasonal Display outlet
FULLS AVAILABILITY (approx. quantity in bottles)
Total no of filled bottles is estimated by the surveyor. This is done for both Pepsi and
its competitor so that the current fills availability can be estimated. Here the figures
are counted in bottles not in c/s.
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Outlet survey
Name of the outlet. Contact person.
1)what is your annual sale this year……c/s(specify JBD …………)

2) What was your annual sale last year…...c/s(specify JBD……….).
3) If there is a decline / increase, in your vis-à-vis last year in juice based drink
section;the reason:
a) more health consciousness among consumers
b) effect of programs of Baba ramdev,etc
c) Price increase in soft drinks .
d) extra push of good for you category products in the market .
e if any other ,plz specify…………………………
4) How often do you purchase juice based drinks ,
a) once a day
b) once in two days
c) once in weeks
e) others…………………
5) Any suggestion to improve the sale of SLICE (PEPSI) in the market.
……………………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
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Collection of data
The data is collected from 26 route, 9 dealer and 6 distributors. We divided the outlet in
three parts.
1. Big size outlet
2. Medium size outlet.
3. Small size outlet.
The first two questions give the information about the increase or decrease in the sale of
outlet.
The outcomes are.
Carbonated soft drinks (CSD)
1) The sale of soft drinks has gone up in 10% outlet.
2) The sale of soft drinks remains same in 35% outlet.
3) The sale of soft drinks has gone down in 55% outlet.
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Sale of CSD
10%
Gone up
Same
55% 35%
Decrease
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Juice based drink
1. The sale of JBD has gone down in 10% of outlet.
2. The sale of JBD has remains same in 35% of outlets.
3. The sale of JBD has gone up in 55% of outlets.
Sale of JBD
10%
Gone down
Remain same
55% 35%
Increase
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(3) If there is a decline / increase,in your vis-à-vis last year in juice based drink
section;the reason:
OUTCOMES:
The reasons for decrease in sale of JBD:

• less demanded by the consumer
• weather condition
• program of Baba Ramdev.
The reasons for increase in sale of JBD :
• 45% of outlets says that sales increase due to Taste & preference of consumers.
• 30% of outlets says that sales increase due to health consciousness among the
consumer.
• 20% of outlets says that sales increase due to
extra push of good for you category product in the market.
5% of outlets says, due to price increase in soft drinks .
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REASON FOR INCREASE IN SALE OF
JBD
Taste and
60 preference
Health
40 consciousness
20 Extra push of GFY
Taste and products
0
preference Decrease in price
1
of soft drinks
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1) How often do you purchase juice based drinks
The buying pattern of JBD is –

a) Once a day
b) Once in two days
c) Once in weeks
e) Others……
Outcomes
1) 40% outlet takes once c/s in a day
2) 30% outlet takes once in two days.
3) 20% outlet takes once in a week.
4) 10% others.
Buying pattern of JBD
10% Once in a day

20% 40% Once in two days
Once in a week
30% Others
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Consumer survey
Name of consumer. Age………. Sex…………

Occupation……………..
a) How often do you drink soft drink ( specify JBD )

CSD JBD
A) Once a day
B) Once in two days
C) Once in a week
D) Others
2) Have your consumption of JBD have gone up, remains same, gone down this year
compared to last:
a) Gone up……….
Reasons:
1) More health consciousness.
2) Programs of Baba RamDev
3) Extra push of GFY products in the market.
4) Any other reasons………………….
……………………………………
3) Which pack you consume the most?
A) Tetra pack
B) 250 ml
C) 600 ml
D) 1.2 lit
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.4) rank the following according to your taste and preference….
SLICE
MAAZA
FROOTI
JUMPIN
OTHER, Specify……………….
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Collection of data
The outcomes derived from the data are as: data is collected by taking a sample of 700
consumers. The
The first question is:

1) How often do you drink soft drink (specify JBD)
CSD JBD
a) Once a day
b) Once in two days
c) Once in a week
d) Others
Outcomes
CARBONATED SOFT DRINK

The consumption pattern of consumer of CSD can be analyzed with the help of
following outcome.:
50% of consumer consumes once a day
30% of consumer consumes once in two days
15% of consumer consumes once in week.
5% others.
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CONSUMPTION PATTERN OF
CSD
Once a day
5%
15%
Once in two
days
50%
Once in a
30% week
Others
Consumption of JBD
10% of consumer consume once a day
20% of consumer consumes once in two days
40% of consumer consumes ones in a weak
30% Others
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Consumption Pattern of JBD
10% Once a day

30%
20% once in two days
once in a week
40% ohers
The 2nd question is:

2) Have your consumption of JBD have gone up, remains same, gone down this
year compared to last:
Outcomes
30% increase in the consumption pattern
55% of consumption pattern remains same
15% has gone down.
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Position of JBD
15%
30%
increase
same
decrease
55%
The third Question is:

3) Which pack you consume the most:
A) TETRA PACK
B) 250 ml
C) 600 ml
D)1.2lit
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SIZE PREFERENCE OF CONSUMER
50
40
30
% OF CONSUMER
Series1
20
10
0
TETRA 250 ML 600 ML 1.2
PACK LTR
SIZE OF JBD
The fourth Question is

4) Rank the following according to your taste & preference
SLICE
MAAZA
FROOTI
86
JUMPIN
Other, specify………..
Outcomes:
The outcomes of Brand Preference of Consumer in JBD shows that :
40% of consumer preferred for SLICE
30% of consumer preferred for MAAZA
10% of consumer preferred for FROOTI
5% of consumer preferred for JUMPIN
BRAND PREFERENCE OF CONSUMER
40
% OF 30
CONSUME 20
R 10
0
S1 Series1
SLICE
MAAZA
FROOTI
JUMPIN
BRAND NAME
87
88
SUGGESTION & RECOMMENDATION
1) One of the most important suggestions that is concluded to advertisement.

The sale of slice can be improved by –
a) Advertisement in the television
b) Board, Poster, Stickers, Banners provided by the company.
2) Display scheme
Recently company has provided the display scheme to the customer. Like
space club, Mountain dew seasonal display which effect the sales very much
.So there must be such a display scheme of slice to improve the sales.
3) Under the crown offer (UTC) to consumer.
UTC offer consist of gifts prizes inside the crown of bottles. This will also
affect the sales very much. As we have already seen such a offer in the case of
Thums Up.
4) Production of 200ml and 300ml bottles of slice

5) Introduction of small tetra pack of slice of Rs 3/-
6) Improvement in the packaging of SLICE bottles
7) Replacement of expire bottles.
8) Decrease in the price of slice
89
CONCLUSIONS
It is evident from the results that the survey operation went in accordance to the prime
Objective of the company. From the analysis of the results, it is clear that brand
awareness of the slice is good in the market and it was above expectations before the
research work began. The survey operation comprises of outlet survey and consumer
survey in the Saharanpur region.
One thing which is essential for creating awareness is heavy promotion of the product
This might not only lead to increase in the brand preference but also an increased
Market share of the company.
During the survey it was found that position of th slice in the market is strong but there is
some unawareness about the new sizes, flavors and packs of the product. Due to this the
New innovation did not get good response in the market.
How far company is able to make use of the profitable opportunities available in the
research target market depends upon the capacity building of the company to met
challenges. Further more, in all this customer interest is of paramount importance.
90
91
LIMITATIONS
1. The sample size is large as the time constraints were there and mainly profile of
the customer was very elegant so it is very tuff to get an personal interview.
2. Most of the outlets keeps their data very confidential and sharing their data is
very critical issue so it is very tough to do the survey on all segments.
3. The survey was done on only self-individual class. It may be possible that this
results could not represent the exact result because the survey done on random
sampling method.
4. The competitors are not forthcoming with details of their policies as it is
confidential information.
5. A hundred percent accuracy cannot be maintained while conducting the survey
because the respondents do not have all the information at the time of the
interview and they are able to give only approximate figures.
6. Since most parameters are qualitative as the research deals with relative terms, all
the data cannot be converted in quantitative terms and hence an objective analysis
is difficult to carry out.
7. At the time of conducting interviews some of the respondents were reluctant to
divulge the exact reason for their separation from the company.
8. The database relied on at many places is secondary data. The
Secondary data is subject to authenticity
92
93
95
SWOT ANALYSIS:
S (STRENGTH)
 Availability
 Quality
 Different sizes
 Acceptability
96
 Affordability
 Brand image
 Largest distribution network
W (WEAKNESS)
 No replacement policy
 Less awareness about new launching
O (OPPORTUNITY)
 Coverage of weak areas.
 Regular visit to customer
 Grievance handling of customer
T (THREATS)
 Brand image of competitor
 Reduced expenses
97
98
BIBLIOGRAPHY
To achieve the aim and objective of the project, quantitative research design has been
adopted. To support the design of The above method, both types of data i.e. Primary data,
which Is collected for the first time, and thus happens to be the original In character and
the secondary data, which has already been collected by someone else and has already
been passed through The Statistical processes.
Primary data has been collected through the survey model where the sample size was of
300 outlets and 700 consumers in Saharanpur.
Secondary data has been collected through various sources like

Books and Internet
The book referred during the course of the project is RESEARCH METHODOLOGY –
by C.R Kothari, which helped in determining the Research design method to be followed
in the project.
The Websites visited were www.pepsi.com , www.google.com ,www.rkjgroup.com

Which provide great assistance in the project?
99
100
ANNEXURE
Outlet survey
Name of the outlet. Contact person.
1) What is your annual sale this year……c/s(specify JBD …………)

2) What was your annual sale last year…...c/s(specify JBD……….).
3) If there is a decline / increase, in your vis-à-vis last year in juice based drink section;
the reason:
a) More health consciousness among consumers
b) Effect of programs of Baba ramdev, etc
c) Price increase in soft drinks.
d) Extra push of good for you category products in the market.
e if any other ,plz specify…………………………
4) How often do you purchase juice based drinks,
a)Once
b) once in two days
c) Once in weeks
e) Others…………………
5) Any suggestion to improve the sale of SLICE (PEPSI) in the market.
……………………………………………………………………………………………
……………………………………………………………………………………………
……………………………………………………………………………………………
101
Consumer survey
Name of consumer. Age………. Sex…………
Occupation……………..
b) How often do you drink soft drink ( specify JBD )

CSD JBD
E) Once a day
F) Once in two days
G) Once in a week
H) Others
2) Have your consumption of JBD have gone up, remains same, gone down this year
compared to last:
a) Gone up……….
Reasons:
1) More health consciousness.
2) Programs of Baba RamDev
3) Extra push of GFY products in the market.
4) Any other reasons………………….
……………………………………
3) Which pack you consume the most?
A) Tetra pack
B) 250 ml
C) 600 ml
D) 1.2 lit
.4) rank the following according to your taste and preference….
102
SLICE
MAAZA
FROOTI
JUMPIN
OTHER, Specify……………….
103

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G.N.D.U COLLEGE BRAND POSITIONING OF SLICE IN

itted By A Project Report

In partial fulfillment of the requirements for

This Project report entitled, “Brand positioning of SLICE”, is our

Original work for submission to Mr.

Modern organizations are highly complex and dynamic systems. They

The marketing research is the process which links to manufactures,

The objective of this project is to enable the student to understand the

I express my heartiest gratitude to Mr. M.J. Faridi (TDM Saharanpur), VARUN

In INDIA, the company has an extremely positive outlook. Outside northamercia to of

PepsiCo is a world leader in convenient foods and beverages, with

Slogans and Logos

Exhilarating, Invigorating, Aids

Why Take Less When Pepsi's

1998 Same Great Taste

2000 The Joy of Pepsi

2003 Pepsi. It's the Cola

2006 Pepsi. It’s the Cola

PEPSI FOODS LIMITED

Franchisees invest in pland and

in machine, glass (Bottlers,

FRANCHISEE trucks and infrastructure) in

PEPSI INDIA MARKETING

(SALES & MARKETING)

FOBO stands for franchise owned bottling operations. Entering into

Data, which happens to be original in character.

Methodologically, marketing research uses several types of research designs namely;

Qualitative techniques, Quantitative techniques, Conceptual and Empirical techniques,

population- involves a large number of respondents- examples include Surveys and

survey operation. If it is not properly set up: -

pre-determined objectives. To understand that better, we must have a look at the

 Understanding the problem

IDENTIFY THE PROBLEM:

IDENTIFY THE POSSIBLE CAUSES OF PROBLEM:

1. Lack of proper means of promotional activity or advertising.

PROBLEM SOLVING TECHNIQUES:

The company should have to monitor these variables:

 Market share of product.

2. To know the purchasing power of consumer and Behavior in comparison with

4. To study the consumption pattern of the SLICE

5. To identify the SWOT analysis of the company.

6. To indulge whether particular product is meeting the expectation level of the

The experimental method

The survey method inclusive of panel method.

In observation method data are collected on the direct observation. No

The survey method in also suffered to as the “Questionnaire

In my project point of view I have taken mainly the method of

CONSUMER SURVEY: consumer survey consists of four types of question, asked

Every Dealer Survey(EDS)

The assessment is done in following ways:

The format of EDS is given as under:

A/C Name: - Is the name of the outlet.

Contact person: - To whom the surveyor contacts.

Address: - Address of outlet.

If <250 c/s then size is small that is denoted by S.

Similarly if 250-500c/s then size is denoted by M that is (medium).

if 500-1000c/s then size is denoted by L that is (large).

And If >1000 then VL that is (very large).

Similarly, if share is 26-35% then it is WOP2 category.

If, 36-45% then WOP3.

If, 46-50% then it will come under PAR category.