Você está na página 1de 94

PREFACE

Today the Soft Drinks market is flooded with different brands of soft drink resulting into fierce competition. The companies have to adopt different marketing strategies in order to compete in this era to cope in the prevailing situation. In order the companies always strive to successfully introduce their products in the market with innovative ideas and pioneering strategies. As soon as the Indian Economy opened up the economy, the cola giants, PEPSI & COCACOLA jumped in and then conquered the Indian soft drinks market with their aggressive and ever changing strategies. They attacked almost all segments of the Indian consumer market that has now resulted into multiphase expansion of the Indian soft drink market. The amount of investment made by these companies in this short duration in India speaks for itself. Both Coke as well as Pepsi has already made an investment of more than US$ 700 million alone in the Indian market. Although these cola giants have worldwide presence but their focus in the Indian market is phenomenal. With its effective and efficient distribution network it is covering the need of entire population of the country. With ever changing customer tastes and preferences, it is very difficult to develop an effective programme. Proper sales promotion strategies should be set up in accordance to the market location. Top-notch service and regular feedback also helps in keeping up the pace.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 1

ACKNOWLEDGEMENT
It was a great experience to be attached to such a reputed organization, which is a soft drinks market leader in India. I express my deep sense of gratitude to M/s VARUN BEVERAGES LIMITED (franchisee of Pepsi) for providing me an opportunity to complete my summer training project. I would like to thank Mr. Sharad Vatss (Marketing Development Manager), Mr. Hitesh Sardana (Account Development Coordinator), Mr. Pranav anand (Customer Executive) and Mr. Praveen Kumar (Marketing Executive) for their constant support and providing the itinerary at all stages of the project. I also offer my sincere gratitude to Dr. S.K. Sharma (DIRECTOR, MIM) and prof. Mr. Nitin singh Faculty of Maharishi Institute of Management, for his useful suggestions, help and support.

With regards,
SUNIL KUMAR PGDM 16th BATCH Roll no. - 1603 Session: - 2010-2012

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 2

TABLE OF CONTENTS

Chap no Chap name


Title page Preface Acknowledgement Executive summary 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 Company profile History of Pepsi VARUN beverage Pvt. Ltd. (Jaipuria group) Company worldwide Organization and its objective VARUN beverage objective Product and Product range Analysis of Slice and Mazza Marketing strategies HRM strategies CRM strategies Recruitment and Employment strategies Promotion and Advertisement strategies Future plan of company Data analysis and interpretation Conclusion Recommendation Limitation Glossary and bibliography Annexure

Page no.
1 2 4 5-9 10-17 18-22 23-27 28-29 30-36 37-43 44-48 49-57 58-59 60-61 62-64 65-70 71-75 76-85

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 3

EXECUTIVE SUMMARY

This project was undertaken for a period of eight weeks at M/s Varun Beverages Ltd (a Franchisee of PepsiCo) for the partial fulfillment of the PGDM (Post Graduate Diploma in Management) course from Maharishi Institute of Management, Noida. The objective of the project was to find out what are the constraints and adherence in applying the Visicooler plannogram and how to tackle them. To make retailers aware about the PepsiCo Visicooler Plannogram and ensure that they do follow it regularly to lure more customers and to ultimately increase its market share and their profit (by 30%). To complete this project, a survey was conducted on retailers with the help of a questionnaire in the region of East Delhi. The sample size was decided by Mr. H.S. Rana, which was of 150 retailers. All retailers selected in the sample had been asked about PepsiCo Visicooler Plannogram. After the survey, it was observed that PepsiCo Visicooler Plannogram has a vital role in increasing sales of the company and that the same would directly have an impact on the market share of the company. In East Delhi region, a lot of sales promotion activities had been already initiated by the company. Among these activities, PepsiCo Visicooler Plannogram was an absolutely new concept and it had an innovative way to attract both retailers & customers. The basic purpose of the sales promotion activities is to enhance the demand of products by temporarily increasing their value to the purchaser. A major area of improvement that the company should look at is retailers awareness about the new Visicooler Plannogram. The same came to light during the survey, wherein it was observed that most of the retailers do not have proper information even about retailer centric promotions (POG) being offered by the company. The Customer Executives, Salesman and Merchandiser of the company need to act as a bridge between retailers and company. They should be properly equipped by complete knowledge of the schemes so that they can give proper knowledge to the retailers.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 4

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 5

Type

Public (NYSE:PEP)

Founded

New York, U.S.(1965)

Headquarters

Purchase, New York , U.S.

Area Served Key people

Worldwide Indra Krishnamurthy Nooyi (Chairwoman), (President) & (CEO)

Industry Products

Food & Non-alcoholic beverage Pepsi, Diet pepsi, Mountain Dew, Mirinda, 7UP, Nimbooz, Aquafina (mineral water) Gatorade (sports drink), Slice, Tropicana Products, Lehar (soda water), Quaker Oats Frito-Lay, Cheetos, Kurkure, Uncle Chips
MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 6

Revenue Employees Divisions

Approximately $60 billion 185,000 (2008 PepsiCo America (PepsiCo Americas Food, PepsiCo Americas Beverages ), PepsiCo International

Website

PepsiCo.com, pepsiindia.com

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 7

INTRODUCTION
PepsiCo is a world leader in convenient foods and beverages, with revenues of approximately $60 billion and over 147, 00 employees. The company consists of the snack business of FritoLay 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. 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
MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 8

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. 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 its 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 its 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.

Shareholders
PepsiCo (symbol: PEP) shares are traded principally on the New York Stock Exchange in the United States. The company is also listed on the Chicago and Swiss stock exchanges. PepsiCo has consistently paid cash dividends since the corporation was founded.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 9

HISTORY OF PEPSI

Caleb Bradham of New Bern, North Carolina was a pharmacist. Like many pharmacists at the turn of the century he had a soda fountain in his drugstore, where he served his customers refreshing drinks, that he created himself. His most popular beverage was something he called "Brad's drink" made of carbonated water, sugar, vanilla, rare oils, pepsin and cola nuts. "Brad's drink", created in the summer of 1893, was later renamed Pepsi Cola in 1898 after the pepsin and cola nuts used in the recipe. In 1898, Caleb Bradham wisely bought the trade name "Pepsi-Cola" for $100 from a competitor from Newark, New Jersey that had gone broke. In 1902, he launched the Pepsi-Cola Company in the back room of his pharmacy, and applied to the U.S. Patent Office for a trademark. At first, he mixed the syrup himself and sold it exclusively through soda fountains. But soon Caleb recognized that a greater opportunity existed to bottle Pepsi so that people could drink it anywhere. The business began to grow, and on June 16, 1903, "Pepsi-Cola" was officially registered with the U.S. Patent Office. That year, Caleb sold 7,968 gallons of syrup, using the theme line "Exhilarating, Invigorating, Aids Digestion." He also began awarding franchises to bottle Pepsi to independent investors, whose number grew from just two in 1905, in the cities of Charlotte and Durham, North Carolina, to 15 the following year, and 40 by 1907. By the end of 1910, there were Pepsi-Cola franchises in 24 states.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 10

Pepsi-Cola's first bottling line resulted from some less-thansophisticated engineering in the back room of Caleb's pharmacy. Building a strong franchise system was one of Caleb's greatest achievements. Local Pepsi-Cola bottlers, entrepreneurial in spirit and dedicated to the product's success, provided a sturdy foundation. They were the cornerstone of the Pepsi-Cola enterprise. By 1907, the new company was selling more than 100,000 gallons of syrup per year. Growth was phenomenal, and in 1909 Caleb erected a headquarters so spectacular that the town of New Bern pictured it on a postcard. Famous racing car driver Barney Old field

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 11

endorsed Pepsi in newspaper ads as "A bully drink...refreshing, invigorating, a fine bracer before a race." After seventeen years of success, Caleb Bradham lost Pepsi Cola. He had gambled on the fluctuations of sugar prices during W.W.I, believing that sugar prices would continue to rise but they fell instead leaving Caleb Bradham with an overpriced sugar inventory. Pepsi Cola went bankrupt in 1923. In 1931, Pepsi Cola was bought by the Loft Candy Company Loft president, Charles G. Guth who reformulated the popular soft drink. Guth struggled to make a success of Pepsi and even offered to sell Pepsi to the Coca-Cola company, who refused to offer a bid. In 1940, history was made when the first advertising jingle was broadcast nationally. The jingle was "Nickel Nickel" an advertisement for Pepsi Cola that referred to the price of Pepsi and the quantity for that price. "Nickel Nickel" became a hit record and was recorded into fifty-five languages.

Company leadership

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 12

PepsiCo entered India in 1989 and in a short period of 20 years has grown into the largest and one of the fastest growing food & beverage business in the country. PepsiCo Indias growth has been guided by PepsiCos global vision of Performance with Purpose. This means that while businesses maximize shareholder value, they have a responsibility to all the stakeholders including the communities in which they operate, the consumers they serve and the environment whose resources they use.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 13

Large investor: One of the largest US multinational investors in the country with an investment of over $1 billion, PepsiCo India provides direct and indirect employment to over 1,50,000 people across the country. Its beverage and snack food business is supported by 36 beverage bottling plants, (13 company and 23 franchisee owned) and three food plants. PepsiCo Indias diverse portfolio includes iconic brands like Pepsi, Lays, Kurkure, Tropicana 100%, Gatorade, Quaker and young but immensely popular and fast growing brands such as Nimbooz and Aliva. No.1 food & beverage business in India: PepsiCo India has not only grown to become the countrys largest food and beverage business but has also become a powerful and consistent driver of PepsiCos global growth. Over the last two years, India's beverage and foods businesses have been the largest volume growth contributors to PepsiCo across the globe. PepsiCo India has been frequently recognized for its industry-leading human resource practices, indovations, corporate values, and talent, and was one of the five top marketers of the country in 2009. A third of PepsiCo India's portfolio today comprises healthier products: PepsiCos portfolio reflects its commitment to nourish consumers with a diverse range of fun and healthy products, making the healthful choice an easier choice. As PepsiCo grows, the portfolio transformation will continue with a systematic plan to reduce added sugar, sodium and saturated fats in its products. Today, the portfolio includes several healthier treats like Quaker Oats, Tropicana juices, rehydrator Gatorade, Pepsi Max and Cheetos Whoosh. PepsiCo was the first in India to introduce the use of healthier oils for its snacks -- Lays Potato chips, Kurkure and Cheetos. Model partnership with over 22,000 farmers: PepsiCo has pioneered and established a model of partnership with farmers and now works with over 22,000 happy farmers across ten states. More than 45% of these are small and marginal farmers with a land holding of one acre or less. PepsiCo Indias farming program has improved their livelihoods and incomes by providing assured buy back of their produce at pre-agreed prices thus insulating them from open market price fluctuations. PepsiCo provides 360 degree support to the farmer through quality seeds, extension services, disease control packages, bank loans, weather insurance, and latest technological practices.
MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 14

Global leader in water conservation: In 2009, PepsiCo India achieved a significant milestone, by becoming the first business in the PepsiCo system to achieve Positive Water Balance (PWB). This means that it replenishes more water than it consumes in its manufacturing operations. This has been validated by Deloitte Consulting. PepsiCo is leading a pioneering initiative to replace transplanting of paddy with direct seeding technology which has helped reduce water consumption in paddy cultivation by over 30% and has also cut down GHG emissions by 75%. In 2010, PepsiCo India saved 10.1 billion litres of water through various initiatives. For water related environment initiatives, PepsiCo India has received numerous awards such as CII National award for water management, Water Digest award for water practices and Golden Peacock award for water conservation among others. Care for the environment: Following its success in water conservation, the company is now focused on reducing its carbon footprint. Nearly 30% of its energy is today generated from renewable sources such as rice husk boilers and wind turbines. Initiatives such as agriculture waste boilers in our plants, installation of wind turbines, reduction of use of chemicals, reduction in weight of packaging and film used in product packaging, reduction in weight of metal crowns/polypropylene caps for plastic bottles, conversion of potato waste into bio gas help reduce load on the environment. PepsiCo India also partners NGOs and local administrations in three states of India to recycle household solid waste in an endeavor to keep cities clean. Its award-winning "waste to wealth" recycling program reaches 450,000 families. Exemplary employment practices: PepsiCo India believes in providing employment and growth opportunities to local talent. Its College of Leadership, ensures early identification of talent, and employees focused development through critical experiences. PepsiCo strongly believes in Winning with Diversity and Inclusion. PepsiCo has been offering employment to women employees at the same employment terms and equal growth opportunities as men. Today women comprise more than 25% of the companys leadership team in India. PepsiCo India currently employs over 100 differently-abled people and has won the prestigious Hellen Keller award from the National Centre for Promotion of Employment for Disabled People (NCPEDP).

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 15

PepsiCo Develops Worlds First 100 Percent Plant-Based, Renewably Sourced PET Bottle
Plant-based materials eliminate need for petroleum; significantly reduce bottles carbon footprint PepsiCo has unique ability to source plant-based materials for production PURCHASE, N.Y. (March 15, 2011) Building upon its heritage as an innovator and leader in environmental sustainability, PepsiCo (NYSE: PEP) today announced it has developed the worlds first PET plastic bottle made entirely from plant-based, fully renewable resources, enabling the company to manufacture a beverage container with a significantly reduced carbon footprint. PepsiCos green bottle is 100 percent recyclable and far surpasses existing industry technologies. The bottle is made from bio-based raw materials, including switch grass, pine bark and corn husks. In the future, the company expects to broaden the renewable sources used to create the green bottle to include orange peels, potato peels, oat hulls and other agricultural byproducts from its foods business. This process further reinforces PepsiCos Power of One advantage by driving a strategic beverage innovation via a food-based solution. This breakthrough innovation is a transformational development for PepsiCo and the beverage industry, and a direct result of our commitment to research and development, said PepsiCo Chairman and CEO, Indra Nooyi. PepsiCo is in a unique position, as one of the worlds largest food and beverage businesses, to ultimately source agricultural byproducts from our foods business to manufacture a more environmentally-friendly bottle for our beverages business a sustainable business model that we believe brings to life the essence of Performance with Purpose. Combining biological and chemical processes, PepsiCo has identified methods to create a molecular structure that is identical to petroleum-based PET (polyethylene terephthalate), which results in a bottle that looks, feels and protects its product identically to existing PET beverage containers.
MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 16

PepsiCo will pilot production of the new bottle in 2012. Upon successful completion of the pilot, the company intends to move directly to full-scale commercialization. "As You Sow applauds PepsiCo's innovative packaging design," said Conrad Mackerron, Senior Program Director of As You Sow, a San Francisco-based foundation, which promotes corporate social responsibility through shareholder engagement. "By reducing reliance on petroleum-based materials and using its own agricultural scraps as feedstock for new bottles, this advancement should deliver a double win for the environment and PepsiCo." With this development, PepsiCo continues its leadership position in environmental sustainability and driving progress against the global goals and commitments it announced in 2010 to protect the Earths natural resources through innovation and more efficient use of land, energy, water and packaging. Specific examples of PepsiCos recent environmental innovations and progress include: About PepsiCo PepsiCo offers the world's largest portfolio of billion-dollar food and beverage brands, including 19 different product lines that generate more than $1 billion in annual retail sales each. Our main businesses -- Quaker, Tropicana, Gatorade, Frito-Lay, and Pepsi Cola -- also make hundreds of other enjoyable and wholesome foods and beverages that are respected household names throughout the world. With net revenues of approximately $60 billion, PepsiCos people are united by our unique commitment to sustainable growth by investing in a healthier future for people and our planet, which we believe also means a more successful future for PepsiCo. We call this commitment Performance with Purpose: PepsiCos promise to provide a wide range of foods and beverages for local tastes; to find innovative ways to minimize our impact on the environment, including by conserving energy and water usage, and reducing packaging volume; to provide a great workplace for our associates; and to respect, support, and invest in the local communities where we operate. For more information.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 17

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 18

ORIGIN OF VARUN BEVERAGES LTD. UNDER RKJ GROUP

It can be said with absolute certainty that the RKJ Group has carved out a special niche for itself. Its services touch different aspects of commercial and civilian domains like those of Bottling, Food Chain and Education. Headed by Mr. R. K. Jaipuria, the group as on today can laid claim to expertise and leadership in the fields of education, food and beverages. 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. 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. It 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 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
MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 19

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 values in all corporate functions.

Their Success Production of innovative, high quality retail branded beverages


combined with world-class packaging. Driven by a management team with a relentless focus on achieving superior customer service, driving earnings improvement and increasing shareholder value.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 20

Their People
At RKJ Group they are creating an environment where our employees enjoy a greater degree of empowerment both individually and in their work teams. Their employees are equipped with the necessary tools, training and management backup for strong performance and accountability, as well as in an environment of open communication and involvement.

JAIPURIA GROUP IN INDIA


OFFICES AND PLANTS

1. New Delhi 2. Mumbai 3. 4. 5. 6. Kolkata Chennai Hyderabad Agra

12. Jaipur 13. Indore 17. Bhopal 15. Gwalior 16. Vishakhapatnam 17. Udaipur 18. Goa 19. Dharwad 20. Jamshedpur 21. Noida 22. Cuttack

7. Guwahati 8. Chandigarh 9. Lucknow 10. Varanasi


11. Patna

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 21

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 22

COMPANY PROFILE WORLDWIDE COMPANY VISION


To become truly global company, by continuing to build a competitive and profitable worldwide refreshment beverage business. PEPSI COLA INTERNATIONALS STRATEGY Target core Brand Focus on business growth. Satisfy market priorities Focus on franchising with building core of company owner.

A North Carolina Pharmacist established Pepsi Cola in 1980 as a cure for Dyspepsia (indigestion). Under the supervision of Mr. Bradhman Pepsis first bottling plant was build 1905. In 1977, when Coca-cola left the country then Pepsi Co. began to lay plans to enter this huge Indian soft drink market. Pepsi working with Indian business groups to seek government approval for its entry in the India soft drink market. Pepsi offered Indian Government to help in the exports of some of its agricultural products in a volume that would cover the cost of importing soft drink concentrate. Pepsi Company is established in Indian in 1989. At that particular time it was know as a nonCobo (Company owned bottling operations) company. In January 1995 Pepsi took over and it is now known as a Cobo (Company owned bottling operations) company. It joined hands with Voltas Ltd with 60%equity. But now it has become a fully owned subsidiary. Pepsi Company is broad based food and Beverages Company, serving more than 60% of its sales and operation profits from its snack- foods and restaurants business. Established with a turnover of $ 28 billion in 1989, the companys beverage business has grown 50% streets ahead of the market; which has expanded by 20%. It poured in vast sums to whip up its visibility at the retail level, so that consumes were greeted virtually at very street corner by Pepsis blue-red and white colors. Behind the hype, in effort invisible to consumers, Pepsi

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 23

pumped in Rs.300 Crore to add muscle to its infrastructure in bottling and distribution. This is apart from the money that up grading the plants.

April 1993, Voltas and Punjab Agros equity stakes were bought over converting Pepsi Foods from a joint venture to fully own subsidiary. Weak bottlers who did nit have the finance were given massing support in from of interest- free loans to upgrade their operations. But the big strategy, which has proved to be winner was the position Pepsi, decided taken company owned Bottling operations (COBO). For this another subsidiary

Pepsi co. India Holding was set up as investment vehicle capitalized at $9.5 million. 1991 saw a major launch of 7-up in India, which was warmly received by India customers and consumers. 1994 Pepsi achieved the number 1 position in cola brand India. 1995 2new COBOs were opened in UP & Gujarat. 1996 Mirinda attend No 1 Position in orange beverage category. May 1998 was major launch of Mirinda Lemon in India. Pepsi is trying very hard to maintain the lead it made over its competitors in the India sift drink market. It is expanding its business in the other fields also. It is in the business of export of beverages concentrates. This year Pepsi has achieved a 100% growth in the export turnover in the first quart of 1998 over the corresponding period for the previous year. Pepsi has taken a lead in the beverage concentrate exports from potential in the near future. Pepsi has also developed agricultural linkages to boot its export thrust and as a move in the direction, its plant at Sonepat has become the first rice-processing facility in India. Pepsi mean while added a new range of products to its agro-export Portfolio. These include Baron, a bread of peanut butter marketed in U.S., Branded red and green chili, Puree, ginger and garlic paste &cooking paste under the seasons Harvest home, which is also the name of its branded basmati rice.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 24

At present Pepsi is trying very hard to maintain its position in the market. It is operating in a very well managed manner. Some of its strategies it followed to be competitive in the market area follows EMPOWERMENT One of the strongest weapons in the Pepsis armory is the flexibility it has empowered with its people. Every manger and sales person has the authorities to take whatever steps he feels will make consumer aware of the brand and increase its consumption.

CHANNEL MANAGEMENT
Pepsi has a very well managed distributive system. It is said the Pepsi dont have bottlers, it has partners. Pepsi has a well-aligned bottling network. It operates through COBO (Company owned bottling operations) and FOBO (Franchise owned Bottling Operations) It is this way a Pepsi Co., India Strengthens its marketing that gives it an edge. Every number of its sales team is meticulously taught the merchandising and display skills that can leverage the reach of the companys bottling network to achieve high visibility for the product.

COMPANY PROFILE IN INDIAN SCENARIO


Since the entry of Pepsi co. to India in 1987, the soft drink Industry has undergone a radical change. When Pepsi entered parley was the leader with Thumps UP being its flagship brand. Other product offerings by parley included Limca & Gold Spot. Another upcoming player in the market was the erstwhile bottle of Coca-Cola, Pure Drinks. Its offerings included Campa Cola, Camps Lemon and Campa Orange. With the re-entry of Coca-Cola in the Indian market, Pepsi had to go in for more aggressive marketing to sustain its market share. The chronology the initial phase of the Coal Wars in India was: July 1986 An 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 Duncans of the Goenkas fails to take off.
MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 25

Sept.1988 Final approval for the Pepsi Foods Limited (P.F.L) project granted by the Cabinet Committee on Economic Affairs of the Rajeev Gandhi Government. March 1990 Pepsi Cola and Seven up Launched in limited market in North India. May 1990 The government clears the Pepsi project again but with a change in brand name to Lehar Pepsi. Simultaneously it rejects the Coca-Cola application. Citra form the Parle stable hits the market. Dec 1991 Pepsi extends its soft drinks reach on national scale. Products launched Delhi and Bombay. Jan 1992 Brito Foods application cleared by the FTPB. Pepsi and Parle start initial negotiations for strategic alliance but talks break off after a while. 1993 Pepsi launches Teem and Slice. Captures about 25.30% of the soft drinks market in about two years. July 1993 Voltas pulls out of PFL joint venture. Pepsi decides to raise equity to 92% Reports of coke Parle negotiations gain strength. 1994 Pepsi brought Dukes& Sons 1995 Pepsi launched Cans having capacity of 330 ml in various flavors.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 26

1997 Pepsi brought Mirinda Orange opposite to Fanta. 1998 Pepsi launched Lemon Mirinda to give taught competition to Limca. 1999 Pepsi has launched its Diet Pepsi Can and 1.5 Liters pet battles for health conscious people. 1997 Refusing to dilute its equity state Coca-Coal winds up operations in the country. Parle launches Thumps Up and Drinks launches Campa Cola. 2001 Pepsi launched Aquafina. 2003 Pepsi launched Mountain Dew 2005 Mirinda lemon zinger, 7UP.Ice was launched by Pepsi. 2006 Bubbly Pepsi was launched.

2007
Pepsi Gold was launched.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 27

ABOUT ORGANIZATION AND ITS OBJECTIVES

By the word organization we generally mean, a structural framework of duties and responsibilities required of a personnel in achieving the predetermined goals. An organization of VBL is a simple yet complex in terms of the different designations provided to its employees. Companys overall view of organization can be successfully dealt as follows: The people at PBG reflect the Companys emphasis on superior sales capability and service. In North America, more than one-half of PBG employees work in sales, followed by nearly one-third in operation. Their organizational structure, based on a general management model, reflects the same priorities. The Vice President/General Managers of PBGs market units lead marketing and sales efforts in contiguous geographic areas with common major customers. They designed their organization to give their market units the autonomy to serve the needs of individual customers, develop market-specific strategies, and respond to local marketplace dynamics. From the General Manager to the frontline customer representative, the entire PBG sales force competes on a local level to serve existing customers and to win new accounts.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 28

Their aims are:

We compete locally. Small in big/small company Visible community leadership Mindset of an entrepreneur Know/Service every customer

Sense of urgency There is no tomorrow. Fix it today. Our success is built upon passion.

Every front-line job has targets. Reinforce goals, plan performance Prioritize, focus, simplify Clear accountability for results No excuses.

Treat everyone fairly, and with dignity. Operate with integrity and justice. Every individual is important.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 29

OBJECTIVES OF VARUN BEVERAGES


The objectives of VBL are: To observe the implementation and working of sales club programme at different sections in Noida. To monitor whether it is successfully implemented in the market. To monitor the customer awareness about the sales club programme whether they are fully aware about the programme or not. To check out that all the required materials for sales club programmed are given to customer/ retailer or not. To find out the effect on increasing the sales b/z of sales club programmed at partial shop. To monitor the purity of vis-cooler at sales club account. To monitor the purity of sack at sales club account. To monitor whether updates in the programmed book is clan in time or not. To make the books available to the customers.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 30

OTHER INFORMATIONS ABOUT VBL


EARNINGS RELASES Pepsi Cos 2004 quarterly earnings releases are expected to be issued the week of April 12 July 12, September 27, 2005 and January 30, 2005. COMPANY DOCUMENTS Investor relations: - Security analysts and other members the professional financial community who have question Pepsi Cos investor relations department at (914) 253-3035 or (914) 253-2155. SHAREHOLDERS: - Pepsi Cos (symbol: PED) shares are traded principally on the New York Stock Exchange in US. The company is also listed on the Amsterdam, Chicago, Swiss and Tokyo stock exchanges. Pepsi Cos has consistently paid cash dividends since the corporation was founded. MISSION STATEMENT Our mission is to be the worlds premier consumer products company focused on convenient foods and beverages. We seek to produce healthy financial rewards to invest as we provide opportunities for growth and enrichment. Our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity! as exclaimed by Pepsi Cos. CORPORATE CITIZENSHIP Pepsi Cos believe that they are corporate citizen; it has a responsibility to contribute to the quality of life in our commodities. This philosophy is put into action through support of social agencies, projects and programs. The scope of this support is extensive-ranging from sponsorship of local programs and support of employees voluntary activities to contribute to time, talent and funds to programs of national impact. Each division is responsible for its own giving program. Corporate giving is focused on giving where Pepsi Cos employees volunteer.
MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 31

PEPSI HEADQUARTERS Pepsi Cos world headquarters is located in purchase, New York, approximately 45 minutes from New York City. Edward Darell Stone, one of Americas foremost architects, designed the seven building headquarters complex. The building occupies 10 acres complex that includes the Donald Mkendall sculpture gardens, a world acclaimed sculpture collection in garden setting. The collection of work is focused on major twentieth century art, and features work by such as Augusta Rodin, Henri Laurens, Henery Moore, Alexander Calder, Alberto Giacometti, Arnaldo Pomodoro and Claes Oldenberg. The gardens were originally designed by the world famous garden planner, Russel Page, and have been a visitors booth in operation during the summer and spring. TRAINING AND DEVELOPMENT It provide following to employee: On Job Training Program In House Training Program Out door Training Program

WELFARE ACTIVITIES Company provides welfare activities to its employees like: Uniform Transportation facilities Canteen Annual meet etc.

QUALITY POLICY The best delivery. The best product in the market place The highest quality The best testing.
MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 32

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. 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.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 33

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.

What's Inside Carbonated Soft Drinks Soft drink production begins with the creation of flavored syrup using a closely-guarded company recipe. The syrup is mixed with water and then carbonated by adding carbon dioxide gas under pressure. This carbonation creates the "tingly fizz" that gives soft drinks a refreshing taste. As with other foods, ingredients used in soft drinks are approved and closely regulated by the U.S. Food and Drug Administration (FDA). The ingredients used in soft drinks are found in a variety of foods. Ingredients may include: Water: Soft drink production starts with a pure source of water. Regular soft drinks contain 90 percent water, while diet soft drinks may contain up to 99 percent water. Drinking water often includes trace amounts of various elements that affect its taste. Because of this, bottlers use sophisticated filtering and other treatment equipment to remove residual impurities and standardize the water used to make soft drinks. Carbon Dioxide: When you open a soft drink bottle or can, the "pop" you hear and the "fizz" you see is the rapid escape of carbon dioxide gas caused by the sudden release of pressure on the beverage. Carbon dioxide, a colorless and odorless gas, is the essential
MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 34

characterizing ingredient in all carbonated beverages. It is given off when we breathe and is used by plants to produce oxygen. But when dissolved in water, carbon dioxide imparts a unique taste. Bottlers buy pure carbon dioxide as a compressed gas in high-pressure cylinders. Carbon dioxide gas is absorbed into the flavored soft drink in a carbonator machine just before the container is sealed. Flavors: One of the most important ingredients in soft drinks is flavoring. Most soft drink bottlers mix many individual flavors to create distinctive tastes. Natural flavors in soft drinks come from spices, natural extracts and oils. Fruit-flavored soft drinks such as orange and lemon-lime often contain natural fruit extracts. Other flavors such as root beer and ginger ale contain flavorings made from herbs and spices. There are also some artificial or man-made flavorings used in soft drinks since some natural flavors are limited geographically, seasonally, or high demand. Colors: Many people don't realize how important color is to taste perception. Color affects our psychological impression of food. If you don't believe it, try eating a familiar food in the dark. The colors used in foods and beverages come from both natural and synthetic sources. Acidulants: Similar to fruit juices and many other food products, most soft drinks are slightly acidic. Acidulants add a pleasant tartness to soft drinks and act as a preservative. Some soft drinks contain a small amount of one or two common food acidulants Phosphoric Acid and Citric Acid. Occasionally, other acidulants such as malic acid or tartaric acid are also used. Preservatives: Soft drinks do not normally spoil because of their acidity and carbonation. However, storage conditions and storage time can sometimes impact taste and flavor. For this reason, some soft drinks contain small amounts of preservatives that are commonly used in many foods. Potassium: Potassium is another essential nutrient found in many natural and man-made food ingredients. Like sodium, potassium exists naturally in drinking water and, therefore, soft drinks. Small amounts of potassium are also found in some of the flavoring agents and other ingredients used in soft drinks.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 35

Sodium: Sodium, in the form of various salts, is present in many natural and man-made compounds. It is an essential mineral nutrient responsible for regulating and transferring body fluids, as well as other important body functions. Although an adequate daily intake of sodium is necessary for good health, excessive consumption has been tied to high blood pressure in some people. Soft drinks are not significant sources of sodium in the diet. In Soft drinks are classified by the Food and Drug Administration (FDA) as "low" or "very low" sodium foods. Even people who are advised to restrict their intake of sodium by their doctor can usually drink and enjoy soft drinks with their doctor's approval. Sodium-free soft drinks are also available.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 36

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 37

PEPSI PRODUCTS Pepsi makes carbonated soft drinks i.e. cola and non-cola flavor. CORE BRANDS: PEPSI DIET PEPSI PEPSI CAFECHINO MIRINDA LEMON MIRINDA ORANGE SLICE MOUNTAIN DEW 7UP AQUAFINA SODA PACKAGES Two Types: single serve and multi serve 67 packages sizes and types. Materials: glass, plastic, cans. Packages may be returnable or non-returnable.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 38

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 39

PRODUCT RANGE OF PEPSI


Gr.Noida plant in Varun Beverages plant is a dedicated plant for five major products. These are as follows: PRODUCT PEPSI MIRINDA ORANGE MIRINDA LEMON SLICE 7-UP EVERVESS SODA MOUNTAIN DEW Plant is producing 10 million cases every year. Plant has employed about 200 employees with separate company uniform on permanent and causal basis. There are 40 managers/ officers/ supervisors and rest of workmen. Plant is dispatching near about 125-150 tracks in peak seasons per day to various location. This Plant spreads over 75 acres. BOTTLE FILLING 300ml, 200ml 300ml, 200ml 300ml, 200ml 250ml 300ml, 200ml 300ml 300ml, 200ml

Slice - Pure Mango Pleasure


Brand History Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to become a leading player in the category. In 2008, Slice was relaunched with a 'winning' product formulation which made the consumers fall in love with its taste. With refreshed pack graphics and clutter breaking advertising, Slice has driven strong appeal within the category.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 40

Brand Advantage With the launch of Aamsutra campaign in 2008 along with a winning taste & most appealing pack graphics, Slice created disruptive excitement in the category and celebrated mango indulgence like no other. While other players have portrayed mango as a simple and innocent fruit, Slice celebrates the indulgence and sensuality of consuming a Mango. The creative idea Aamsutra communicates the art of experiencing pure mango pleasure through the taste of Slice. As a first ever by any brand in the Juice and Juice Drinks Category, Bollywoods reigning Diva, Katrina Kaif was signed on as the Brand Ambassador on Slice. Slice took INDULGENCE to a new level in 2009 with the launch of the Slice Pure Pleasure Holidays, giving its consumers a chance to win luxuriant all-expense-paid holidays to their dream European destinations like Paris, Vienna, Greece and Venice

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 41

AN OVERVIEW OF PEPSI-COLA BRANDS PRODUCED BY VBL


PEPSI

CONTENTS: CALORIES TOTAL FAT SODIUM POTASSIUM TOTAL CARBOHYDRATE SUGAR PROTEIN CAFFEINE 100 0gm 25mg 10mg 27g 27g 0g 25mg

Pepsi contains carbonated water, high fructose com syrup and/or sugar, Carmel color, phosphoric acid, caffeine, citric acid and natural flavors. SLICE Produced at 80.c and is prepared by VBL on large scale! CONTENTS: CALORIES TOTAL FAT SODIUM POTASSIUM TOTAL CARBOHYDRATE SUGAR PROTEIN CAFFEINE 130 0g 35mg 70mg 34g 33g 0g 0g

Slice contains carbonated water, high fructose com syrup and/or citric acid, potassium citrate, potassium benzoate (preserve freshness) gum Arabic, malice acid, potassium sorbate (preserve freshness), yellow 6,
MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 42

QUICK BRAND FACTS

Slice was launched in India in 1993 Slice Mangola was introduced in 1994

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 43

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 44

A thirst for growth


: There is no way you would have missed it. PepsiCos new Aamsutra commercial for its mango drink Slice. It makes an appearance, without fail, on almost every mass entertainment channel on television. The film opens with the leggy Katrina Kaif sashaying into her room, seducing, guess what? A bottle of Slice! Thick droplets of pulpy mango nectar cascade on her luscious lips to the drunken notes of Rasiya Flip to another channel and you might catch Coca-Colas Maaza Lao Aam Ki Pyaas Bujhao thats decidedly less in-your-face. Rather churlish, as a petulant father begs for mangoes from a fruitless tree, from the fruit vendor, until his imaginative son flips open a bottle of Maaza for him. The difference in the approach of the two cola companies is not surprising, given that CocaColas strategy has always been to cut its appeal across to the whole family. Proper to the core, unlike the more pesky PepsiCo. And therein hangs the tale. Of the two cola companies once again at each others necks but with a markedly different segment in mind. This time the fight is over a slice of the noncarbonated, packaged mango drink market that has been growing at 25% (in volume) over the past few years. The Rs 1,500-crore juice market (includes juices, nectars and fruit drinks) in India, according to industry estimates, logs sales of 600 million cases every year. Of this, almost 90% is consumed out of home. Only 10% of this 600 million cases (that is, 60 million cases) are sold in bottles and tetrapacks. The rest, 90% of the juices, are sold loose. Looking at the market from another perspective, Indians consume nearly 120 billion litres of beverages every year, out of which only 4% are ready-to-drink packaged beverages. This is true for both sparkling and still beverages, including fruit juices. Undoubtedly, this represents a huge opportunity for the ready-to-drink (branded) segment. The potential for growth is so vast that recently, Coca-Cola launched Minute Maid Pulpy Orange, an orange-based pulpy drink to extend its portfolio in the fruit juice drink segment.
MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 45

The same year, it introduced Maaza in a 250-ml PET bottle priced at Rs 15, and a 200-ml tetrapack of Pocket Maaza priced at Rs 12, implying a saving of another Rs 3 per carry bottle. Slice, meanwhile, is available in 250-ml (Rs 10) and 200-ml (Rs 8) returnable glass bottles, besides 200-ml tetrapack (Rs 12) and 500-ml (Rs 22) and 1.2 litre (Rs 48) PET bottles. In 2008, rising to the mango bait, Slice decided to increase its stake in the game. It came out with a new 3D mango logo and brought Bollywood actor Katrina Kaif on board, thereby upping its ante in positioning Slice as a serious contender to category leader Maaza. The battlelines were drawn last year when Maaza launched a campaign that positioned the drink as the Bina Gutli Wala Aam (seedless mango), to make Maaza synonymous with mangoes, a la Thanda Matlab Coca-Cola. Thereafter, although Leo Burnetts Maaza Lao Aam Ki Pyaas Bujhao was thought of as a powerful metaphor for the irrepressible mango craving in most Indians, the general consensus is that in execution at least, JWTs Kaif commercial is more sensual, if not more memorable. Conceding to this erotic posturing, Homi Battiwalla, business head, juice and juice Drinks, PepsiCo India, says, Slice has seen powerful consumer momentum post the relaunch of 2008. The new formulation and the clutter-breaking positioning around Aamsutra has driven strong disruption in the juice and juice drink category. Meanwhile, a lot is happening in the rival camp as well. The spokesperson for Coca-Cola India claims the company managed to deliver its 10th straight quarter of growth in India with unit case volume increasing almost 28% in the last quarter of 2008. Slice and Maaza have to also contend with Daburs Real Mango juice and Parle Agros Frooti, though they operate in a different category. PepsiCo also has Tropicana and Tropicana Twister (in the health portfolio) in the pure juice category. The stakes are high for both Coca-Cola and PepsiCo. In terms of consumer preferences, 85% of the 60 million packaged juice cases (that is, 50 million) are mango-based juices, nectars and drinks with Coca-Colas Maaza claiming a market share of 40% (of the 50 million cases) and Parle Agros Frooti and PepsiCos Slice, trailing not too far behind. The domestic

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 46

processing capacity of mango is 12,000 tonnes per day during the fruit season, according to market estimates. The Indian yearning for the continental fruit however is so strong that PepsiCo had to roll back its other fruit variants launched under the Slice umbrella in 2002. These extensions cost the brand in terms of both market and consumer mind share. While competitors Maaza and Frooti concentrated on the mango flavour, Slice frittered its energy into reworking the Slice portfolio. Observers contend that the promotional investment behind the brand was never consistent with the proposed goal. Slice didnt stick to a consistent positioning either. While Frooti and Maaza touted themselves as drinks based on real mangoes, Slice sold itself as a purveyor of joySimple Joy ka Raassomething that didnt really give it a strong positioning platform. By 2006, when PepsiCo realised the need to build the equity of Slice more aggressively, Maaza had created a strong position in the market along with leader Frooti. Slice was relaunched in 2008 in a new avatar. At last, Slice anchored itself as a mango drink. The brand launched a very smart campaignAamsutra. Commenting on the new competitive positioning of the two cola companies, Samit Sinha, managing partner of Alchemist Brand Consulting, says, To me, Slice appears to be gunning for a relatively olderlate teens and aboveaudience, while Maaza seems to be targeting children. In addition, Maaza is trying to position itself as the real mango drink, a perfectly acceptable and convenient alternative to eating fresh mangoes, thus adding an element of innocent, good fun and humour. Slice, on the other hand, is attempting to eroticise the fruit and turn it into a sexy brand. In short, as always, Maaza is going the safe routelow risk-low gain, while Slice has decided to take a higher risk and a more radical approach, the relevance of which, Im not entirely sure of, adds Sinha. The jury is still out on this one.
MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 47

Fruits of labour Maaza was launched in 1976 in India. The Union Beverages Factory, based in the United Arab Emirates, began selling Maaza as a franchisee in the Middle East and Africa in 1976. By 1995, it had acquired rights to the Maaza brand in these countries through Maaza International Co LLC Dubai. In India, Maaza was acquired by Coca-Cola India in 1993 from Parle-Bisleri along with other brands such as Limca, Citra, Thums Up and Gold Spot. ParleBisleri still owns the Maaza brand in select markets (such as the US) through Maaza Beverages Inc. Maaza has a distinct pulpy taste as compared to Frooti and tastes slightly sweeter than Slice. Slice was introduced in India in 1994. Over the years, the brand has launched several distinct ad campaigns. Building on its positioning of Pyaar Ho Jayega, last year, it signed on Bollywoods leading siren Katrina Kaif as its first brand ambassador. Incidentally, she will also be the face for Slice Mangola, the mango drink of Mumbai. Last year, Slice associated itself with Bollywood movies and tied up with Yashraj films Jhoom Barabar Jhoom. In 2008, Slice relaunched with a new logo and a catchy tagline Absolutely Mangoluscious.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 48

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 49

MARKETING STRATEGY: Marketing Strategy is a complete and unbeatable plan designed specifically for attaining the marketing objective of the firm. The market objective indicates what the firm wants to achieves, the marketing strategy provides for achieving them. The marketing is not just idea. It is a well outlined plan, and there are different ways to formulating it. Basically formulating of marketing strategy consists of two main steps. Selecting a target market. Assembling the marketing mix. Actually, the target marketing and marketing mix together constitute the marketing strategy of the firm. When the Pepsi food company entered in the Indian soft drink market, the market was already prevailed by coke and previously it was Parle. Pepsi tried to establish in India with a unique marketing policy. Pepsi took into consideration of youth segment target market. Though the advertisement of Pepsi highlighted the style of living of young generation with different walk of life, Pepsi brought in its advertisement different stalwarts personalities from fields like young cine stars, sport stars and famous personalities from different fields. It has attracted the young generation and of course increase the sale of Pepsi, also organized many national and international sports events to attract the young generation. MARKET MIX OF V.B.P.L The set of controllable tactical tools: A product, place, price and promotion (4ps) that the firm blends to produce the response it wants in the target market. These are the following 4ps. Products: - That could meet the identified needs of chosen consuming groups. Place: - It performs various functions like transportation, warehousing, channel management etc. so the products easily reach the consumer. Price: - Affordable price of products for customers.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 50

Promotion: - The firm carries out a no. of measures like personal selling, advertising and sales promotion programmed with view to communicate to the consumer and promote the product. It is the mechanism to achieve the consumptions of marketing process, striking the level of price that is accepted to the firm as well as consumer.

4Ps policies of the Pepsi products:


1. Product: - There are five lines of products of soft drink in India that is almost matched with international quality product line. Pepsi - 200 ml, 300ml, 600ml. and 2000 ml. Miranda - 200 ml, 300ml, 600ml. and 2000 ml. 7 up - 200 ml, 300ml, 600ml. and 2000 ml. Mountain Dew - 200 ml, 600ml. and 2000 ml. Slice - 250 ml, 500ml, and 1000 ml. 2. Price: - Product price are fixed by Pepsi Co India according to competitors product price. 3. Place: - Pepsi has a strong channel of distribution, and intermediaries command the distribution work. Plant - Depot - Distributor - Consumer. By this simple distribution, Pepsi is doing well. The company is trying to reach every remote village area. The company has succeeded to some extent in reaching its target. 3. Promotion :- In the specific, sales promotion methods are those sales activities that supplement both - personal selling and advertising and co-ordinate them and help to make them effective such as display, shows and exposition and demonstrations and other recurrent selling efforts not in ordinary route. Pepsi has variety of tools and techniques of sales promotion. Like for example sales promotion letters, catalogs, point of purchase (POP), display, customer service program and demonstration of free sample.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 51

PEPSICO DISTRIBUTION SYSTEM Distribution of PepsiCo products mainly starts from bottling plant where company Mixes drink ingredients and fills up cans and bottles with the drink. There are different Channel and mode of distribution. All methods of distribution are same for both COBO and FOBO There are two type of bottling plant. Company Operated Bottling Operation (COBO) These are owned and operated by PepsiCo. The Pepsi Bottling Group is the world's largest bottler of Pepsi-Cola beverages. PBG has the exclusive right to manufacture, sell and distribute Pepsi-Cola beverages. Franchisee Operated Bottling Operation (FOBO) Franchising refers to the method of practicing and using another person's philosophy of business. The "franchisor" that is PepsiCo authorizes the proven methods and trademarks of his business to the "franchisee" that is RKJ Group in India for a fee and a percentage of gross monthly sales. Various tangibles and intangibles such as national or international advertising, training, and other support services are commonly made available by the franchisor. Type of distribution : Direct in this method company supply products via direct routes. Indirect in which company distributes through distributor.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 52

METHOD OF DISTRIBUTION Ready sale system


This was the traditional method of distribution in this method supply vehicles will be loaded to their full capacity and then will move to their pre defined routes and will deliver goods according to demand of retailers. Salesman carries ready stocks in vehicles and sells it to retailers on his route. PRE sale booking system A selling methodology in which the selling process has two distinct parts: pre-sale order booking

Delivering the pre-booked order.

Up to 10% adjustment of order.

The Pre-sale booking process is a 2-day process. On Day 1, the PSR takes orders and on Day 2, the delivery salesman delivers the orders.

A Pre-Sale Representative focuses on taking orders in advance after activating the outlet on a particular route. The Pre-Sale Representative has dedicated time for effectively selling schemes and Promotions and carrying out his executing an outlet responsibilities. Back-end activities like invoicing, delivering stocks, collecting cash & glass are carried out by the others. Delivery vehicles are loaded as per the orders, leading to very high capacity utilization & negligible shortage of brand/pack to the retailer. Company gets control over retailers. Retailer is sure that hes getting the complete variety and increased range of SKU.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 53

PRE sale booking system and delivery process overview


Major components of pre sale booking system Logistic executive PSR (Booking Agent) Delivery Team Logistic executive

Logistic executive informs PSR about stock availability, stock outs, schemes, discounts and other promotional offer. PSR (Booking Agent)

PSR visits the pre decided route and carries out the order booking on route card and compile the order sheet. Delivery Team After getting order sheet from PSR logistics executive load the required order and hand over order sheet to delivery team. Then delivery team will deliver goods according to the order booked.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 54

THE HIERARCHY OF MARKETING DEPATMENT

MUM

UNIT MANAGER

TDM (Territory development manager)

MDM (Marketing development manager)

ADC (Account development coordinator)

CE (Customer executive)

MDC (Marketing development coordinator)

MDE (Marketing development executive)

SALESMAN / PSR

ROUTE

AGENT

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 55

ROUTINE ACTIVITIVES OF THE SALESMAN

Start

Check in

Meet the C.E.

Pre plan strategy

Collect Route Book

Rechecking of load

Drive to gate

Checking of load by C&F worker

Order the Load

Collect gate pass and attend the gate meeting. Ask for the daily scheme

Check out

Visit First outlet

Greet retailer

Present the scheme Check empties

Fill the visi cooler

Merchandise the outlet

Deliver the order

Ask for the order

Create stack

Ask for any problem

Plans next visit

Thanks the customer

Count the empties and match it with gate pass load

Complete the route Back to depot

Check in

Fill the complaint register and place the order. Deposit the cash to cashier

End

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 56

Distribution Network:-

PEPSI

BOTTLERS

WAREHOUSES

DISTRIBUTORS

RETAILERS

WAREHOUSES

WHOLESALER

RETAILERS

RETAILERS

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 57

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 58

Organizational STRUCTURE

Chairman
President

Unit Manager
TDM ADC Customer Executive Customer Executive

Distributers

A,B,C

Distributers

E,F

Route Agents

Route

Agents

Helper

Helper

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 59

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 60

A customer, also called client, buyer, or purchaser, is usually used to refer to a current or potential buyer or user of the products of an individual or organization, called the supplier, seller, or services. The word derives from "custom," meaning "habit"; a customer was someone who frequented a particular shop, who made it a habit to purchase goods of the sort the shop sold there rather than elsewhere, and with whom the shopkeeper had to maintain a relationship to keep his or her "custom," meaning expected purchases in the future. The slogans "the customer is king" or "the customer is god" or "the customer is always right" indicate the importance of customers to businesses - although the last expression is sometimes used ironically. My customers are following: Wholesaler Retailer Shopping mall Shoppers & Hotels Customer service is the provision of service to customers before, during and after a purchase. According to Jamier L. Scott. (2002) Customer service is a series of activities designed to enhance the level of customer satisfaction that is, the feeling that a product or service has met the customer expectation." Its importance varies by product, industry and customer; defective or broken merchandise can be exchanged, often only with a receipt and within a specified time frame. Retail stores will often have a desk or counter devoted to dealing with returns, exchanges and complaints, or will perform related functions at the point of sale. or vendor. This is typically through purchasing or renting goods

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 61

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 62

Recruitment
It is the process of finding and attracting capable applicants for employment. The process begins when new recruits are sought and ends when their application are submitted. The result is a pool of applicants from which new employees are selected. Purposes for recruitment: The general purpose of recruitment is to provide a pool of potentially qualified job candidates, specifically, the purposes are to: 1. Determine the present and future requirement of the Tripty drinks Pvt. Ltd in conjunction with its personnel planning and job analysis. 2. 3. Increase the pool of job candidates at minimum cost. Meet the organizations legal and social obligation regarding the composition of its workforce. 4. Begin identifying and preparing potential job application who will be appropriate candidates. 5. Increased organizational and individual effectiveness in the short term and long term.

Recruitment Planning:
The first stage in the recruitment process is planning. Planning involves the translation of likely job vacancies and information about the nature of these jobs into a set of objectives or targets that specify the (I) number and (ii) type of applicants to be contacted. In order to reduce costs, organization looks into labour markets most likely to offer the required job seekers. Generally, Tripty drinks Pvt.Ltd look in to the national market for managerial and professional employees, regional or local markets for technical employees and local markets for clerical and blue-collar employees.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 63

1. Internal Recruitment:
Internal recruitment seeks application for positions from those who are currently employed. Internal sources include present employees, employee referrals, former employees, and former applicants. There is major advantage of internal recruitment. First, it is less costly than external recruiting. Second, organization typically has a better knowledge of the internal candidates skill and abilities than the ones acquired through external recruiting. 2. External Recruitment: External sources far outnumber the internal methods. Specifically, sources external to an organization are professional or trade associations, advertisements, college/ university/institute placement services, walk-ins and write-ins, displaced persons, acquisitions and mergers, and competitors. Generally in Tripty drinks Pvt.Ltd the most common and least expensive approach for candidates is direct applications, in which job seekers submit unsolicited application letters or resumes. Direct applications can also provide a pool of potential employees to meet future needs.

Selection
Selection is the process of picking individuals (out of the pool of job applicants) with requisite qualifications and competence to fill jobs in the organizations. In Tripty drinks pvt Ltd the main medium of selection is Interview method. The applications received from job seekers would be subjected to scrutiny so as to eliminate unqualified applicants. This is usually followed by a preliminary interview the purpose of which is more or less the same as scrutiny of applications, that is, elimination of unqualified applications. Scrutiny enables the HR specialists to eliminate unqualified job seekers based on the information supplied in their application forms. Preliminary interview, on the other hand, helps reject misfits for reasons, which did not appear in the application forms. Interview has at least three objectives -(i) helps obtain additional information from the applicant; (ii) facilitates giving general information to the applicant such as company polices, job, products manufactured and the like ; and (iii) helps build the companys image among the applicant.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 64

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 65

PROMOTIONAL ACTIVITIES (FOR RETAILERS)

Promotional activities consist of various means of communicating persuasively with the target audience. The important methods are: Advertisement: - Where an identified sponsors pays media to target consumer. Personal selling: - Where sales representative employed by the firm engage in interpersonal communication with individual consumers and prospective customers. Sales promotion: - Where the market utilizes displays, demonstrations, premiums, contests or similar devices. Publicity and Public relation: - Help to stimulate supportive news items about the firm and its product that have greater credibility with public than advertisement. Of all the methods of promotional activities that constitute the promotion mix, sales promotion is the only one method that makes use of incentives to complete the Push Pull promotional strategy of motivating the sales force, the distributor and the consumer transacting a sale. According to American Marketing Association sales promotion refers Those activities other than personal selling, advertising and publicity, that stimulate consumer Purchasing and dealer effectiveness, such as display, shows and exhibition, demonstration and various other non-recurrent selling efforts not in ordinary. Sales promotion is also known by the name of Extra Purchasing Value (E.P.V.). (such as TV) to transmit

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 66

VISI COOLAR DISPLAY,OYE BUBBLY CAMPAIGN

MS DHONI,

SHAHRUKH,

DIPIKA

PUNCHLINES
CHANGE THE GAME PEPSI DAR KE AAGE GIT HAI- MOUNTAIN DEW YEH DIL MAANGE MORE.--------PEPSI JOR KA JHATKA DHIRE SE LAGE---MIRINDA ORANGE GOOD FOOD TASTES BETTER WITH PEPSI---PEPSI CHEETAH BHI PITA HAI---MOUNTAIN DEW LEMON KI TAAZGI, ADRAK MAAR KE---MIRINDA LEMON
MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 67

TERI TO GAAYE---PEPSI WORLD CUP HAMMES MILNE KI PYASS HAI----PEPSI CONTEST NOTHING OFFICAL ABOUT IT----PEPSI YEH PYASS HAI BADI----PEPSI OYE BUBLYOYE BUBLY----PEPSI ANDAAZ SABSE COOL-----7UP YEH HAI WRITE CHOICE BABY---PEPSI BADHA BUBLY CHANNEL HAI-------PEPSI KISS OF COFFEE WITH A KICK OF COLA------PEPSI CAFECHINO PEPSI UTHAAO GHAR LEY JAO--------PEPSI ANDAAZ SABSE COOL, TOO COOL---------- 7UP CURRY BOTTLE MOUTH KA KARO GOOD USE------------ MIRINDA LEMON PEPSI TV LAGWAYA KYA-----------PEPSI DO THE DEW-------------- MOUNTAIN DEW PEPSI PIYO WORLD CUP JAO 2007-------------PEPSI YEH HAI YOUNGISTAAN MERI JAAN-------------PEPSI

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 68

MEANING AND OBJECTIVE OF SALES PROMOTION


SL. No 1 Sales Promotion Price off offers Meaning Objective

Offering product at lower To encourageimmediate than the normal price sales, attract non nusers, induce new product trial. offering more quantity of the same p ro d uct at no e xtr a c o s t o r a ve r y no mina l inc re a s e in the price the larger quantity pack. O f f e r o f a n a r t ic le o f me r c ha nd is e a s a n incentive in order to sell product of service W he n t he c o ns ume r is entiled to redeem specific standeard certifecate for a p r o d uc t fr e e o r in p a r t p a yme nt. C o up o ns a r e u s e d b y b o t h t h e ma nufa c t ur e r s a nd t he d e a le r s fo r s a le s promotion. Coupons may be distributed by e- mail, by media advertisements, d o o r - t o - d o o r. I n s id e p ro d uc t p a c k a ge o r b y dealers on purchase. W h e n in d iv id u a ls a r e invited to compete on basis of creative skills. The latter is based on the chance or luck factor. To e nc o ur a ge lo nge r duration consumption, highest or excess quantity mo v e me n t fr o m t h e f a c t o r y, t r a d e u p c o ns ume r fo r highe r quantity packs size. To encourage purchase s t imula t e lo ya lt y, o ff season sales promotion, induce trial of premium to the consumer. to e nc o ura ge p ro d uc t trial, build loyalty, trade up regular users stimulate re-purchase rate, solicit enquiries.

2.

Quantity off offer

3.

Primium

4.

Coupans

5.

Consumer contests and lucky draws

To c r e a t e b r a n d awareness and stimulate int e r e s t in t he b r a nd acquaint consumers with brand usage and benefits build traffic at the store p r e c ip it a t e b r a nd p ur c ha s e . O b t a in c o ns ume r fe e d b a c k , pjromote advertisiment theme of the company . To push more sales to trade early cash recovery To attract traffic at the r e t a il s t o r e s , r e mind customers, encourage impulse buying, ensure visibility to the advertising campaign.

6.

Discounts

O ther than normal trade and cash discounts. Tho se sp ecial d isp lays, racks banner, exhibits, that a r e p la c e d in the r e ta il store to support the sale of a a brand.

7.

Point-ofPurchase (POP)

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 69

ADVERTISING
Advertising is helpful to the consumer and also to the producers through the advertisement producers provide information and create awareness about the products among the consumers. There are different forms of advertisements - TV, radio, poster, magazines, newspapers, banners, boards etc. Among these, the TV media is the most popular. The great personalities of India are the brand ambassadors of the soft drinks. Pepsi-Cola provides advertising, marketing, sales and promotional support to Pepsi-Cola bottlers and food service customers. This includes some of the world's best-loved and mostrecognized advertising. New advertising and exciting promotions keep Pepsi-Cola brands young. At the base of every beverage business lays the secret formula of success, the concentrate. In India Pepsi Food Ltd prepares the concentrate. The plant is located at village Channo in Punjab. The company manufactures and sells soft drink concentrate to Pepsi-Cola bottlers. The company also provides fountain beverage products. Pepsi has continuously focused on the current teen generation and their advertisement reflects in every possible way. The company changes its advertisement strategy and image to reflect the targets interests. The advertisement strategy includes cool, hip promos to attract more of the target audience. The advertisement is mostly creative and has different elements like, music, sports etc.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 70

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 71

SWOT ANALYSIS STRENGTHS: o Strong Brand name o Pepsi has a broader product line and outstanding reputation o Great brands ,strong distribution ,innovative capabilities o High demand of the product o Number one maker of snacks , such as corn chips & potato chips o Wide and effective distribution network and well-built market o Highly educated and well experienced Top Management

WEAKNESS: o Purity and quality of the products are estimated manually. o Promotional activities in the rural market are not up to the mark as compared to the urban market. o Rude behavior of the salesman o More emphasis is given on the big dealers. o PEPSI has only one cola flavour where as its competitor has Coke and Thumps-Up. o Not all pepsico products bear the company name

OPPURTUNITIES: o It should give more incentives to the dealers in the new areas, where there is a huge market potential. o There are increasing trend toward healthy foods. o More lucrative schemes must be launched regularly, specially during off seasons so as to attract more and more customers. o Apart from sponsoring films, cricket and music it should also sponsor the different fashion shows, quizzes and debates in schools and colleges. o If improve the salesmanship it can attract more n more retailers.
MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 72

THREATS: o Now the consumers are moving towards fruit juices. o F & B industry is mature o Big threat is from its rival Coke. o Size of company will demand a varied marketing program ; social, cultural , economic , political and governmental constrains .

FINDINGS
The market share of pepsi is higher than the other products and among the products, pepsi- mirinda & slice largest selling product. Sale is based on the display, so soft-drinks market introduced racks. It is the part of advertising a nd other part of the advertising is glow-signboards. Chilling equipment are main part of sales promotion. Pepsi rack availability in the market was at the large scale. Right execution daily score sheet after being implemented in patna has now been taken up throughout Bihar. In some cases products of Coke and Pepsi are placed together in warm display as well as in the same Visi coolers. The visibility of the coke products is more attractive because of its promotional tools and schemes. Kinley water, Kinlery soda and Maaza tetra pack are not available at all the retail outlets. All the flavors are not available at all the outlets at the same time. In Big Bazaar, due to more margin provided by coca cola, the availability and visibility of its products is more effective that of pepsi. The coca cola is providing more facilities to retailers. They provide good after sale services.
MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 73

Some of the retailers of Pepsi are not happy with the service rendered by our delivery van. pepsi give good amount to key customers as a marketing support while coke does not give good amount as a marketing support while coke does not give good amount as a marketing support.

LEARNINGS
No doubt that a field work or training can change ones attitude and behavior. In between training course I have come to recognize my own potential and skills taking into mind my dreams. Which has given me a right platform to make my career in corporate sector, there I can utilize my skills and knowledge in a better way Planning and organizing: Planning about the given task and complete it within the time boundary and try to put optimum utilization of available resources in the work. Customer Focus: Understanding the customer focus planning and respond them appropriate and satisfactory answer for making long term relationship with them. Negotiations: How to build internal commitment and external credibility, through effective negation and suitable influencing styles based on a clear understanding of organizational decision making dynamics. Team effectiveness: Ability to lead the team members and ability to get the work done from them. Personality Development: Working under the guidance of Mr. Aurbind Pal Singh Lal has been a rewarding experience threw picking up some charismatic points from his personality I tried to put on the customers. It enhances my confidence & presentations skills. Achievement Orientation: Ambition to achieve the target within the given period enhances my capability and helps in to overcome obstacles and give outstanding result or outcomes.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 74

Corporate Exposure: The achievements which I got from this training, will be helpful in my professional life by this I learnt how I can do smart work with minimum efforts. I got a project which gave me the opportunity to meet the various people in the corporate world. I could understand the working culture of corporate. Before this I never visited such big organizations. Making plan for the next day and finding the concern department and person allowed me to increase my communication ability, written as well as verbal. My confidence to meet people has tremendously gone up. Today I have that much confidence that I can meet to any big person in any organization. My boss also helped me very much to learn about corporate world. How to prepare the proposals and how to give the company offer all I learnt from my boss. I also attended the customer demonstration which gave me the knowledge about how the customer can be convinced, how there queries are handled. I also learnt very small-small things in the organization which is very necessary in any flat organization like photocopying and Fax the document. During my summer training I have learned much more about customer behavior. Its a practical experience, which will be beneficial in my near professional life.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 75

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 76

Q1. Do you like cold drink?

Responses

No. of respondents

% of respondents

Yes No Occasionally

74 17 9

74% 17% 9%

occasionally 9% No 17%

% of respondents

Yes 74%

INTERPETATION:This charts shows 74% people say yes, 17% people say no And 9% say occasionally

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 77

Q2. Which type of soft drink you prefer? Responses Pepsi Coke Both Other No. of respondents 43 39 12 6 % of respondents 43% 39% 12% 6%

Other 6% Both 12%

% of respondents
Pepsi 43%

Coke 39%

INTERPETATION:This chart shows 43% people like Pepsi, 39% like Coke, 12% like Both Brand and 6%like other.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 78

Q3. Do you like mango flavor soft drinks? Responses Yes No No. of respondents 82 18 % of respondents 82% 18%

% 0f respondents
18%

Yes

No

82%

INTERPETATION:This chart show82% people say yes and 18% people say no.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 79

Q4. Which mangoe flavor soft-drink you prefer? Responses Slice Maaza Others No. of respondents 35 57 8 % of respondents 35% 57% 8%

% of respondents
8% 35%

Slice Maaza Other 57%

INTERPETATION:This chart show 35% people like Slice, 57% people like Maaza and 8%pepole like other.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 80

Q5. How often you would like to have a soft drink? Responses Daily Weekly Occasionally No. of respondents 43 33 24 % of respondents 43% 33% 24%

% of respondents
24% 43%

Daily Weekly Occasionally

33%

INTERPETATION:This chart show 43% people often daily, 33% people often weekly and 24% people often occasionally.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 81

Q6. Do you like the test of Slice? If no please give the region? Responses No. respondents % of respondents

Yes No

38 62

38% 62%

% of respondents
38%

Yes No 62%

INTERPETATION:This chart show 38% people say yes and 62% people say no.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 82

Q7. Is Pepsi charging fair amount for Slice? Responses Yes No. of respondents 70 % of respondents 70%

No

30

30%

% of respondents
30%

Yes No

70%

INTERPETATION:This chart show 70% people say yes and 30% people say no.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 83

Q8. Which quantity do you mostly use? Responses Glass No. of respondents 34 % of respondents 34%

Pat

66

66%

% of respondents
34%

Glass Pat

66%

INTERPETATION:This chart show 34%pepole like Glass and 66%pepole like Pat.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 84

Q9. What do yout think of Pepsis performance as a brand? Responses Very good Good Average Poor Very poor No. of respondents 58 22 14 4 2 % of respondents 58% 22% 14% 4% 2%

% of respondents
2% 4% 14% Very good Good Average 58% 22% Poor Very poor

INTERPERTATION:This chart show 58%pepole say very good, 22%pepole say good, 14%pepole say average, 4%pepole say poor and 2%pepole say very poor.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 85

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 86

CONCLUSION
(1)
The whole analysis shows that are only two products dominating in the soft drinks market Slice (Pepsico product) & Mazza (Coca cola product). There is neck-toneck competition between these two Proucts. (2) coke has invested more in the market. Distribution of - VISI Coolers and display of Glow Signs board is far more than Pepsi. So, more investment is needed to break the brand establishment of Mazza and Sprite. (3) In all the areas in Sahibabad, almost all the retailers are not satisfied with the distribution network of the Pepsi products. (4) Most of the retailers want glow signboard chilling equipments, which they are asking from long time. (5) (7) In Cola segment, pepsi and in lime segment, slice is the main competitor of coke. All the products of Pepsi like 7 up & Slice are not provided when the retailers demand it.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 87

RECOMMODATION

(1)

Pepsi should come out with an advertisement, which can block the customers mind and can change the customers perception about the product.

(2)

Pepsi is sweet and low fizz soft drink that everybody knows, so lots of people do not like, therefore to catch the customers, Pepsi should come with more fizz like ThumsUp.

(3)

Executives should take the feedback from the service of the salesman and the distributors.

(4)

Salesman should have better interaction with the retailers which results in by company from time to time.

(5)

The criteria to provide Glow Signboard, Flax board, VISI Cooler, and OYC should be changed and a separate department should handle this.

(6)

All the Pepsi products should be provided at required level to snatch the competitors market e.g. 7 up for Sprite, Mirinda for Fanta and Slice for Mazza which is dominating the market at present.

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 88

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 to authenticity Secondary data is subject

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 89

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 90

GLOSSARY OF THE TERMS

FOBO COBO FMCG MNCs MMM GOD RBG

- Franchise Owned Bottling Operation. - Company Owned Bottling Operation. - Fast Moving Consumer Goods. - Multinational Companies - Master of Marketing Management. - Glass on Deposit - Return on Bottle Glass.

BIBLIOGRAPHY

A.

BOOKS: 1. KOTLER PHILIP:2. ADCOCK DENNIS:3. KOTHARI C.R.:Marketing Management, Marketing Principles & Practice Research Methodology

B.

MAGAZINES: 1. Business World 2. Business Today

C.

WEBSITES: 1. 2. 3. 4. www.google.com www.pepsizone.com www.cocacola.com www.pepsiindia.co.in

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 91

ANNEXURE

Name

Address

. .

Contact No.

Q1. Do you like cold-drinks? [A] YES ( ) [B] NO ( ) [C] Occasionally ( )

Q2. Which type of soft-drink you prefer? [A] Pepsi ( ) [B] Coke ( ) [C] Both ( ) [D] Other ( )

Q3. Do you like mangoes flavor cold drinks? [A] YES ( ) [B] NO ( )

Q4. Which mangoe flavor soft-drink you prefer? [A] Slice ( ) [B] Mazza ( ) [C] Other ( )

Q5. How often you would like to have a soft drink? [A] Daily ( ) [B] weekly ( ) [C] Occasionally

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 92

Q6. Do you like the test of Slice? If no please give the region? [A] YES ( ) [B] NO ( )

Reason: - .

Q7. Is Pepsi charging fair amount for Slice? [A] YES ( ) [B] NO ( )

Q8. Which quantity do you mostly use? [A] Glass ( ) [B] Pat ( )

Q9. What do yout think of Pepsis performance as a brand? [A] Very good ( ) [E] Very poor ( ) [B] Good ( ) [C] Average ( ) [D] Poor ( )

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 93

MAHARISHI INSTITUTE OF MANAGEMENT NOIDA 94