A Project Report On Pepsi Co.

A Project Report On “EXPANSION AND DISTIBUTION OF PEPSI CO” among the Corporate in Allahabad”

Master of Business Administration (Marketing)

Submitted in partial fulfillment of the requirements for award of Master of Business Administration of Tilak Maharashtra University, Pune Submitted by ALOK MANI TRIPATHI PRN: 07208015554 Of Institute of Business Studies & Research, Pune Tilak Maharastra University Gultekdi, Pune 411037

ACKNOWLEDGEMENTS

At the outset, I would like to thank PEPSI CO. for giving me an opportunity to do this project in their environment. I am grateful to my company guide Mr. KAUSAL for all his guidance, helpful hints and valuable suggestions during the course of this project. I am deeply indebted to my faculty guide Prof SUMEET ROY for coordinating the project work and giving me all the valuable guidance and for her constant inspiration. This project could not have been possible without her help. I would also like to thank all the staff members of Pepsi co.for their constant support and all the people who directly and indirectly helped me during the course of the project. Last but by no means the least I would like to convey my special thanks to IBSAR College for giving me the opportunity to work on this project.

ALOK MANI TRIPATHI IBSAR, PUNE

University certificate

COLLEGE / GUIDE CERTIFICATE

ORGANISATION CERTIFICATE

TABLE OF CONTENT

SERIAL No.

TITLE CHAPTER-1

PAGE No.

1.1

RATIONAL STUDY CHAPTER-2

2.1

PROJECT TITLE

2.2

OBJECTIVE OF STUDY

2.3

SCOPE OF THE STUDY CHAPTER-3

3

PROFILE OF THE COMPANY CHAPTER-4

4.

REVIEW OF LITERATURE CHAPTER-5

5.

RESEARCH METHODOLOGY CHAPTER-6

6.

DATA ANALYSIS & INTERPRETATION CHAPTER-7

7.

FINDINGS CHAPTER-8

8.

LIMITATIONS CHAPTER-9

9.

CONCLUSION& RECOMMENDATIONS

10

BIBLIOGRAPHY

11

APPENDIX

LIST OF TABLES

CHAPTER -1

RATIONALE FOR THE STUDY

I was assigned to study the promotional activities of Tripty Drinks Pvt. Ltd. Promotional activities play a greater and important role in the entire marketing effort being carried out by Tripty drinks Pvt.Ltd, “to generate more sales as well as to create and maintain an image of its product”.

Thus Tripty drinks Pvt. Ltd carried out its promotional activities as a controlled and integrated program of communication and material design to present its soft drink to the prospective customer. It also helps in communication the need satisfying qualities of soft drink, to facilitate the sales and eventually to contribute towards the profit in long range. The tools used by Tripty drinks Pvt. Ltd, for fulfilling the various purposes of its promotional activities are the following:Point of sale display Dealer’s sales contest Sales promotion through special event market Advertising Incentives

CHAPTER -2

OBJECTIVE OF THE STUDY

2.1 TITLE OF THE PROJECT: “EXPANSION AND DISTIBUTION OF PEPSI CO among the Corporate in Allahabad” Objective:

The project is mainly concerned with pre sale booking system. The main objective was to study and analyze PRE SALE BOOKING SYSTEM.

The study also aimed to get insight Comparative analysis between ready sale and pre sale booking

system

Retailer perception and response to sale booking system. To evaluate performance of PSR. To find out the problems retailer are facing. To know about the stock position of Pepsi brand and its competitors at different outlets. To know the per day sale of Pepsi brand and its competitors in crates. To know the distribution channel of Pepsi.

1.6- SCOPE OF THE STUDY The training in the organization is very important for a student who is undergoing with such course. This course is not the answer for all the problems, which arises in the practical fields. There is no certain formula for any particular problems, but the aim of this study is to develop the ability of decision-making. A right decision at right time itself helps an organization to run smoothly.

This training in an organization gives an idea how decisions are taken tact fully when any problem comes to an executive. So the way of problem solving, right decisions making and knowledge of different type of marketing activities give much importance to the study. Though only in two months it was not possible to understand it so deeply but an overall idea could develop

CHAPTER -3

PROFILE OF THE COMPANY

International

Pepsi Company is a large conglomerate with interests in manufacturing, marketing and selling a wide variety of carbonated and non-carbonated beverages, as well as salty, sweet and grain-based snacks, and other foods. PepsiCo is a world leader in convenient snacks, foods and beverages, with revenues of more than $39 billion and over 185,000 employees. PepsiCo International (PI) PI includes all PepsiCo businesses in the United Kingdom, Europe, Asia, Middle East and Africa.

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. Corporate Citizenship At PepsiCo, we believe that as a corporate citizen, we have a responsibility to contribute to the quality of life in our communities. This philosophy is expressed in our sustainability vision which states: “PepsiCo’s responsibility is to continually improve all aspects of the world in which we operate – environment, social, economic -- creating a better tomorrow than today.” Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company. PepsiCo Headquarters PepsiCo World Headquarters is located in Purchase, New York, approximately 45 minutes from New York City. The seven-building headquarters complex was designed by Edward Durrell Stone, one of America's foremost architects. The building occupies 10 acres of a 144acre complex that includes the Donald M. Kendall Sculpture Gardens, a world- acclaimed sculpture collection in a garden setting.

Company leadership

PepsiCo's History Timeline

PepsiCo, Inc. is founded by Donald M. Kendall, President and Chief Executive Officer of Pepsi-Cola and Herman W. Lay, Chairman and Chief Executive Officer of Frito-Lay, through the merger of the two companies. Pepsi-Cola was created in the late 1890s by Caleb Bradham, a New Bern, N.C. pharmacist. Frito-Lay, Inc. was formed by the 1961 merger of the Frito Company, founded by Elmer Doolin in 1932, and the H. W. Lay Company, founded by Herman W.Lay, also in 1932. Herman Lay is chairman of the Board of Directors of the new company; Donald M. Kendall is president and chief executive officer. The new company reports sales of $510 million and has 19,000 employees. PepsiCo brands are available in nearly 200 countries and generate sales at the retail level of more than $98 billion. Some of PepsiCo's brand names are more than 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 Company, including Gatorade, in 2001 Headquartered in Purchase, New York, with Research and Development Headquarters in Valhalla, NY, The Pepsi Cola Company began in 1898, but it only became known as PepsiCo when it merged with Frito Lay in 1965. Until 1997, it also owned KFC, Pizza Hut, and Taco Bell, but

these fast-food restaurants were spun off into Tricon Global Restaurants, now Yum! Brands, Inc. PepsiCo purchased Tropicana in 1998 and Quaker Oats in 2001.PepsiCo’s 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.”

The company consists of PepsiCo Americas Foods (PAF) PAF includes Frito-Lay North America, Quaker Foods North America and all Latin America food and snack businesses, including Sabritas and Gamesa businesses in Mexico.

Frito-Lay and Pepsi Join In February 1965, the Board of Directors for Frito-lay, Inc. and PepsiCola announced a plan for the merger of the two companies. On June 8, 1965, the merger of Frito-Lay and Pepsi-Cola Company was approved by shareholders of both companies, and a new company called PepsiCo, Inc. was formed. At the time of the merger, Frito-Lay owned 46 manufacturing plants nationwide, had more than 150 distribution centers across the United States, and was listed on the New York Stock Exchange. Frito-Lay North America and Frito-Lay International PepsiCo's snack food operations had their start in 1932 when two separate events took place. In San Antonio, Texas, Elmer Doolin bought the recipe for an unknown food product – a corn chip – and started an

entirely new industry. The product was Fritos brand corn chips, and his firm became the Frito Company. That same year in Nashville, Tennessee, Herman W. Lay started his own business distributing potato chips. Mr. Lay later bought the company that supplied him with product and changed its name to H.W. Lay Company. The Frito Company and H.W. Lay Company merged in 1961 to become Frito-Lay, Inc. Today, Frito-Lay brands account more than half of the U.S. snack chip industry. PepsiCo began its international snack food operations in 1966. Today, with operations in more than 40 countries, it is the leading multinational snack chip company, accounting for more than one quarter of international retail snack chip sales. Products are available in some 120 countries. Frito-Lay North America includes Canada and the United States. Major Frito-Lay International markets include Australia, Brazil, Mexico, the Netherlands, South Africa, the United Kingdom and Spain. Often Frito-Lay products are known by local names. These names include Matutano in Spain, Sabritas and Gamesa in Mexico, Elma Chips in Brazil, Walkers in the United Kingdom and others. The company markets Frito-Lay brands on a global level, and introduces unique products for local tastes. Major Frito-Lay products include Ruffles, Lay's and Doritos brands snack chips. Other major brands include Cheetos cheese flavored snacks, Tostitos tortilla chips, Santitas tortilla chips, Rold Gold pretzels and SunChips multigrain snacks. Frito-Lay also sells a variety of snack dips and cookies, nuts and crackers. Quaker Foods North America

The Quaker Oats Company was formed in 1901 when several American pioneers in oat milling came together to incorporate. In Ravenna, Ohio, Henry D. Seymour and William Heston had established the Quaker Mill Company and registered the now famous trademark. Seymour wanted his product to be a symbol of honesty, integrity and strength. The figures of a man in Quaker clothes became the first registered trademark for breakfast cereal and remain the hallmark for Quaker Oats today. In Cedar Rapids, Iowa, John Stuart and his son, Robert, and their partner, George Douglas, operated the largest cereal mill of the time. Ferdinand Schumacher, known as "The Oatmeal King," had founded German Mills American Oatmeal Company in 1856. Combining The Quaker Mill Company with the Stuart and Schumacher businesses brought together the top oats milling expertise in the country as The Quaker Oats Company. The first major acquisition of the company was Aunt Jemina Mills Company in 1926, which is today the leading manufacturer of pancake mixes and syrup. In 1986, The Quaker Oats Company acquired the Golden Grain Company, producers of Rice-A-Roni. PepsiCo merged with The Quaker Oats Company in 2001. Its products still have the eminence of wholesome, good-for-you food, as envisioned by the company over a century ago.

PepsiCo Americas Beverages (PAB) PAB includes PepsiCo Beverages North America and all Latin American beverage businesses.

Pepsi-Cola North America and PepsiCo Beverages International Caleb Bradham, a New Bern, North Carolina druggist, who first formulated Pepsi-Cola, founded PepsiCo’s beverage business at the turn of the century. Today consumers spend about $33 billion on Pepsi-Cola beverages. Brand Pepsi and other Pepsi-Cola products – including Diet Pepsi, Pepsi-One, Mountain Dew, Slice, Sierra Mist and Mug brands – account for nearly one-third of total soft drink sales in the United States, a consumer market totaling about $60 billion. Pepsi-Cola also offers a variety of non-carbonated beverages, including Aquafina bottled water, Fruitworks and All Sport. In 1992 Pepsi-Cola formed a partnership with Thomas J. Lipton Co. Today Lipton is the biggest selling ready-to-drink tea brand in the United States. Pepsi-Cola also markets Frappuccino ready-to-drink coffee through a partnership with Starbucks. In 2001 SoBe became a part of Pepsi-Cola. SoBe manufactures and markets an innovative line of beverages including fruit blends, energy drinks, dairy-based drinks, exotic teas and other beverages with herbal ingredients. Outside the United States, Pepsi-Cola soft drink operations include the business of Seven-Up International. Pepsi-Cola beverages are available in about 160 countries and territories.

Pepsi-Cola began selling its products internationally in 1934 with its operations in Canada. Operations grew rapidly beginning in the 1950s. In addition to brands marketed in the United States, major products include Mirinda and Pepsi Max. Pepsi-Cola North America includes the United States and Canada. Key international markets include Argentina, Brazil, China, India, Mexico, Philippines, Saudi Arabia, Spain, Thailand and the United Kingdom. PepsiCo Beverages International also produces, sells and distributes Gatorade sports drinks as well as Tropicana and other juices internationally. 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 most-recognized advertising. New advertising and exciting promotions keep Pepsi-Cola brands young. The company manufactures and sells soft drink concentrate to PepsiCola bottlers. The company also provides fountain beverage products. Gatorade/Tropicana North America

Anthony Rossi as a Florida fruit packaging business founded Tropicana in 1947. The company entered the concentrate orange juice business in 1949, registering Tropicana as a trademark. In 1954 Rossi pioneered a pasteurization process for orange juice. For the first time, consumers could enjoy the fresh taste of pure not-fromconcentrate 100% Florida orange juice in a ready-to-serve package. The juice, Tropicana Pure Premium, became the company’s flagship product.

In 1957 the name of the company was changed to Tropicana Products, headquartered in Bradenton, Florida. The company went public in 1957, was purchased by Beatrice Foods Co. in 1978, acquired by Kohlberg Kravis & Roberts in 1986 and sold to The Seagram Company Ltd. in 1988. Seagram purchased the Dole global juice business in 1995. PepsiCo acquired Tropicana, including the Dole juice business, in August 1998. Today the Tropicana brand is available in 63 countries. Principal brands in North America are Tropicana Pure Premium, Tropicana Season’s Best, Dole Juices and Tropicana Twister. Internationally, principal brands include Tropicana Pure Premium and Dole juices along with Frui'Vita, Loóza and Copella. Tropicana Pure Premium is the third largest brand of all food products sold in grocery stores in the United States. Gatorade sports drinks were acquired by the Quaker Oats Company in 1983 and became a part of PepsiCo with the merger in 2001. Gatorade is the first isotonic sports drink. Created in 1965 by researchers at the University of Florida for the school's football team, "The Gators," Gatorade is now the world's leading sports drink

Vision of PepsiCo

PepsiCo Mission

"To be the world's premier consumer Products Company focused on convenience 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." PepsiCo in India PepsiCo is a world leader in convenience foods and beverages, with 2007 revenues of more than $39 billion and more than 185,000 employees across the world. Its world renowned brands are available in nearly 200 countries and territories. PepsiCo gained entry to India in 1989 by creating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCo bought out its partners and ended the joint venture in 1994. Firstly Pepsi was banned from import in India, in 1970, for having refused to release the list of its ingredients and in 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards. PepsiCo has grown to become the country’s largest selling food and beverage companies. One of the largest multinational investors in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India. PepsiCo India and its partners have invested more than U.S. $700 million since the company was established in the country in 1989. In India, PepsiCo provides direct employment to 4,000 people and indirect employment to 60,000 people including suppliers and distributors. The group has built an expansive beverage, snack food and exports business and to support the operations are the group’s 43 bottling plants in India, of which 15 are company owned and 28 are franchisee owned. In addition to this, PepsiCo’s Frito Lay snack division has 3 state of the art plants. PepsiCo’s business is based on its sustainability vision of making tomorrow better than today. Our commitment to living by this vision every day is visible in our contribution to our country, consumers, farmers and our people.

PepsiCo India’s expansive portfolio Refreshment beverages

Sports drinks 100% natural fruit juices and juice based drinks

Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low calorie options– Diet Pepsi and 7Up Light; hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drinks - Gatorade, and 100% natural fruit juices and juice based drinks – Tropicana, Tropicana Twister and Slice. Our local brands – Lehar Evervess Soda, Dukes Lemonade and Mangola complete our diverse spectrum of brand

PepsiCo’s snack food company

PepsiCo’s snack food company, Frito-Lay, is the leader in the branded potato chip market and was amongst the first companies to eliminate the use of trans fats and MSG in its products. It manufactures Lay’s Potato Chips; Cheetos extruded snacks, Uncle Chipps and traditional namkeen snacks under the Kurkure and Lehar brands. The company’s high fiber breakfast cereal, Quaker Oats, along with Lehar Lites, low fat and roasted snack options enhance the choices available to the growing health and wellness needs of our consumers. Frito Lay’s core products, Lay’s, Kurkure, Uncle Chipps and Cheetos are cooked in Rice Bran Oil to significantly reduce saturated fats and all of its products contain voluntary nutritional labeling on their packets. PepsiCo SKU’s

PIZZA HUT . It has exclusive franchise rights for Northern & Eastern India. Out of 56 operational Pizza Hut restaurants in the country 27 restaurants are owned and run by its company. These restaurants are located at Defense Colony, Aleksandra, Vikas Puri, Green Park, Karol Bagh, New Friends Colony, Connaught Place, Basant Lok, Greater Kailash, Jaipur (2), Agra, Noida (2), Faridabad (2), Chandigarh (2), Ludhiana, Jallandhar, Amritsar, Gurgaon (3), Kushambi(Ghaziabad) and Kolkata (2). All these restaurants are making good profits & are dominating the market. The name of business entity is Devyani International Private Limited.

The Jaipuria Group is Raymond's sole selling agent for Northern India and owns Seven of Raymond's exclusive retail outlets in Delhi. Empowered by powerful strategies, the group has been retaining its partnership with Raymond since 1940. Envisaging the growth in the retailing sector, the group has also ventured into garment and textile retail. It has set up seven showrooms at Seven major locations viz. Connaught Place, Greater Kailash, Green Park, Lajpat Nagar, Roop Nagar, Kamla Nagar & Karol Bagh. Jaipuria Group is all set to become one of the major garment retailers in India. Beverages

Jaipuria Group has the distinct honor of being the biggest bottler in India of the global giant Pepsi Co. It controls near about 60% of Pepsi’s bottling business in India. The Group has been managing a network of scores of distributors and simultaneously proving employment to thousands of people. With state–of–the-art technology and plants equipped with the latest machinery, the Jaipuria Group has occupied a remarkable position in the soft drink industry of India. The company has created a stronghold across the country.

CHAPTER -4

REVIEW OF LITERATURE

To explore the reasons behind these developments this study will analyze the marketing initiatives and policies of PepsiCo India in detail with particular focus on its partner relationship management. The above-mentioned objectives can be achieved by carrying

a

proper

and

planned

research

involving

different types and methods. The data collected fo laid the foundations for the study and gave a platform for the analysis and findings which lead to the fulfillment of the objectives.

The data collected for research is primary and secondary. Primary data is collected by observation, interviews and questionnaires. While secondary data is collected from the internet through different case studies and reports on the CSD industry. Observation method was carried in Allahabad to know the market position and market share of PepsiCo products. Interviews of people from the sales department were conducted to know the sales and distribution network and marketing policies of PepsiCo India, while questionnaire method was used to know about the customer perception of the slim diet can portfolio. Secondary data is used to know about the CSD industry and the Company i.e. PepsiCo. The data collection and analysis paves way for the recommendation ad conclusion of the study that reveals some important findings regarding the strategy and corporate structure and strategy of PepsiCo India.

CHAPTER -5

RESEARCH METHODOLOGY

Research Methodology :

Exploratory: To find the per day stock and per day sale at different outlets exploratory research method are adopted. A survey form was prepared and the retailers were asked to answer them during the course of their interview.

Schedule Method: Dealer’s responses were conducted with the help of a prepared schedule. Samples are taken at different locations of Cuttack area.

Documentary Observation: Books,

Annual

Report,

web

sites,

Published

and

unpublished materials.

Field Observation: During training period we did extensive survey of the distribution outlets and consumer to observe the marketing operation performed by the organization.

THE SURVEY A soft drink is a non-alcoholic beverage. It is artificially flavored and contains no fruit or pulp. India with population of more than 100 crores is potentially one of the largest consumer markets in the world after China. The consumer market can be defined as the market for products and services that are purchased by individuals as house holds goods for their personal consumption. Soft drink is a typical consumer product purchased by individuals to quench thirst and secondly for refreshment. In today’s fast moving industry and highly competitive market, only those products are likely to be purchased which are capable of hitting the impulse of the consumers. The

products appeal

should

be penetrated

and

get

embedded into the perceptual space of the consumer’s mind.

The

concerned

product

should

induce

to

the

consumers. Pepsi believes that”Jo

Hai” i.e.

Dikhta Hai Woh Bikta

any product which is visible is bound to be sold.

That is method to increase the visibility of the products: -Visicooler placement, Glow signboard, Paintings Crate Stacking, Umbrella, Banners, Danglers, Sun Packs, Display Scheme, Special Schemes, and rack. Pepsi space club is organized every year for promotion of Pepsi soft drinks. Pepsi space club programmed is based on a simple and successful formula:

“Jo Dikhata Hai, Who Bikhata Hai”. A great display will result in great sales and that is a100% guaranteed way to add to profits. The programmed design is simple: 1. Fulfill programmed criteria. 2. Achieve volume target and display. 3. Win fantastic prizes.

CHAPTER-6

DATA ANALYSIS & INTERPRETATION

DATA

COLLECTION

INTERPRETATION:

ANALYSIS

AND

Data collection was done through questionnaire and personnel interview. After editing, coding and tabulation data was compiled accurate and meaningful manner. The data collected by questionnaire was analyzed, interpreted with the help of table, bar chart and pie chart.

DATA INTERPRETATION 1) What method do you usually use to place your orders?

Ready sale booking

Pre sale booking

Phone

As this graph shows that 100% retailers is using pre sale order booking.

2) 2. How frequently you order Daily

After one day

once in week

Above graph shows 56% were from daily category 29% were from alternate day visit category 15% were from once in week. This is done to find out behavior of different retailers about pre sale. 3) Type of shop Eatery

Grocery

Convenience

39% of total shops are grocery (small and big general store) 28% convenience store (Pan Shops, cold drink vendor and other

vendor) 33% Eateries (conventional dhabas, restaurants and fast food joints).

4) After implementation of Pre sale order booking system how many times in a week it happened that you ran out of stock of particular product of Pepsi? Never

1-2 times

2-4 times

more than 4

Above graph shows that after implementation of pre sale 51% said that they never ran out of stock, 31% said that it happened only once or twice 18% said that 2-4 times they ran out of stock.

Please rate the service performance of PRE SALE BOOKING SYSTEM of Company as compare to READY SALE system 5) Availability of variety of product and (SKU) of Pepsi Much Worse

Worse

Same

Better Much Better

22% said Availability of variety of product and sku is much better 53 % said it better than previous system 25 % said of variety of product and sku is still same

6) Accuracy of order fill 100% 100- 80%

50-80%

below 50%

40% people said accuracy of order delivery is 100% 38 % said it is between 100-80% 15 % people said that it is between 50-80% 7 % said accuracy is below 50% Much Worse

Worse

Same

Better Much Better

7) Delivery van’s Ability to fill orders completely.

15 % retailer said Delivery van’s Ability to fill orders completely is much better 54 % said it better than before 31 % said it is same as before

Much Worse

Worse

Same

Better Much Better

8) Deliverymen’s professionalism (service and behavior).

8% people said that Deliverymen’s professionalism is much better 37% said it better 42 % said it is same as before 13% said it is worse as compare to earlier Please rate the performance of Company PSR (booking agent) 9) How frequently he comes to take orders. Daily

After 1-2 days

once in a week

Out of 56 daily visit shops 43 said PSR visits daily 8 said he visits at alternate days 5 said visit once in week 10)At which time he usually comes to take order a. Between 10-12am

12-2pm

after 2pm

35 % retailer said PSR comes to take order between10-12A M 53 % he comes between 12-2PM 12 % PSR comes after 2 PM

9. Are you satisfied with PSR’s order taking timing? At what time you want him to come and take order. Yes ___

No

Time ___________

36% retailers said that they are satisfied with order taking timing 64% retailers said that timing should be changed Most of them recommended after 2 or 3 pm His ability complaints

11)

Poor

to

solve

Below avg

your problems and Response to

average

Good

Excellent

6% retailer said PSR’s ability best 47% said he is good 42 % said he has average ability 5 % said he is below average

12)PSR’s way of telling about schemes and other information Poor

Below avg

average

Good

Best

48 % said his way is average 30 % said his way is good 17% said his way is best 5% said his way is below average. 13)Do PSR give you complete information of new products, daily schemes and other promotional offers? Daily _________

Sometimes

occasionally

93% said PSR said he tells about schemes daily 5 % said sometimes 2 % said occasionally

other

CHAPTER-7

FINDINGS

FINDINGS: The collected data which were analyzed came out with the following conclusions:It is found that some outlets perform well in criteria 1 that is display the pet bottles in rack, they display properly in one area then some fails to do perform in another. The reason behind this is that they do not receive any kinds of rack or freeze from company for display the Pepsi products. Some retailers were saying that they have not so much space in their outlets to show the product and some other have space racks but they put other materials on it as they not aware about this scheme. Therefore the company needs to focus to rest 40 % who does not perform well in space club programmed. In various outlets the retailers were good response towards distribution of Pepsi. But some of them complain about the distribution. Some say distribution of Pepsi is not properly distributed in time. When

they

need

pet

bottles

(7-up,

distributor has not provided at that time.

Miranda)

the

And the free offers or gift were not distributed properly to the retailer in which they face problem when customer demanded free gifts. Some outlets were complaining about the racks and freeze which is not given to them by distributor but some place there is good response. So more or less there is a good response of retailer towards Pepsi distribution. Most

of

the

dealers

want

glow

sign

and

chilling

equipments, which they are asking from long time. Most of the consumer doesn’t like the taste of PEPSI due to its Sweetness and low fizz. Dealers

are

asking

for

the

incentives

and

sales

promotional schemes. Some dealers & retailers stops selling Pepsi products because they are not satisfied with the company, where Coca-cola fulfill some of their demand and got the opportunity to make exclusive counter for the soft drinks.

CHAPTER-8

LIMITATION

LIMITATION:

Every work has some limitations and in this limitation we have to do a wok As summer project is a time bound process so in which I found various limitation which are as follows:

Getting Appointment from the concern person was very difficult.

People’s mindset about the survey was also an obstacle in acquiring complete

information and

positive interaction

Time and Money is also one of the important limitation.

CHAPTER-9

CONCLUSION & RECOMMENDATION

RECOMMENDATION: First of all company will provide all its dealers and retailers to all sort of promotion equipment such as glow sign board, banner, rack, freeze, etc. in time so that they increase their sales which is benefited both retailer as well as company. The distribution channels need to be improving so that retailer/dealer will get soft drinks at time when they need. Salesman should have good interaction with the dealers, which result Company in increase in sales. Company executives should visit the counter on weekly basis. Executives should take the feedback from the dealers about the service of the sales man and the distributors Regular visit of technician is required to solve the problems of Freeze in the market at the right time. More improvement is required in the distribution network in the outskirt and in the remote areas, because in the peak seasons like summer the small dealers are taking goods twice or thrice and in between if the distributors

could not supply them, the competitors will get the opportunities to supply the goods. The entire Pepsi product should be displayed at one place so that the customers can aware about the different brand of Pepsi. In the bus stand, railway canteen, highway the CAN and PET Bottles should be made available every time because the publics are busy there and they cannot wait. Pepsi is a sweet and low fizz soft drink that everybody knows and so lots of people do not like so to catch the customers Pepsi should come out with more fizz. Few outlets are unaware about scheme so proper communication is necessary between distributor and dealers/retailers. There should be more focus on 100% avaibility so that Pepsi don’t lose sales & market share. All mixed outlets which stock multiple products should be transferred to exclusive Pepsi outlets. More & more research should be made to find new segment & more profitable market for the product. Kids constitute the second largest segment of the soft drink market. So, more & more fun based advertisement for the brands should be necessary. Some life style based advertisement is also necessary.

The company strategy should be made in such a way, that maximum no of consumer will prefer to consume Pepsi i.e. give importance to quality control, give more importance to public awareness and in advertisement. Dealers are the good intermediaries so the company should give more packages to the dealer, by which they can looks towards the high sales of this particular brand. The company should start survey time to time to know the grievances of retailer as well as consumers. Some times absence of stocks annoys retailer and consumers, so company should keep a watch to the availability of brand. Promotional advertising must include some Indian stars (film & cricket). Supply chain should be enhanced more then 100%.

CONCLUSION: Pepsi & its Product Co. are the Profitable MNC’s in not only India but also in the whole world. Its main competitor is Coca-Cola. Pepsi has built a reputation around the world as a major player in the soft drink market as well as the leader in the snack food industry. Currently they are facing stiff competition from Coca-Cola, but with their various marketing ventures as well as the selling of their restaurant franchises, Pepsi is poised to give Coke a definite battle in the future as to which cola consumers want. Promotional activities play a greater and important role in the entire marketing effort being carried out by Tripty drinks (pvt.) Ltd., “to generate more sales as well as to create and maintain an image of its product”. Pepsi believes that “Jho Dikhta Hai Woh Bikta Hai” i.e. any product which is visible is bound to be sold This method of sales promotion being used by the Pepsi, through its distributors is to conduct dealer’s sales contest during the peak seasons i.e. during April to July. In it the

dealers are given prize in the form of cases of soft drinks and gifts. In the contest at first his or her respective distributors according to there categorize each dealer. And then each distributor fixes a target of minimum sale for each category to which every dealer according to his or her category has to achieve during the contest period. The dealers achieving highest sales over and above the target set is giving the awards as under, the order of prizes announced are first prize, 2nd prize, 3rd prize in terms of number of free cases of soft drinks and gifts.

APPENDIX

Retailer’s questionnaire: Dear Retailer On behalf of pearl drink Ltd, I want to thank you for giving us the opportunity to serve you. Please help us serve you better by taking a couple of minutes to tell us about the service that you have received so far. We appreciate your business and want to make sure we meet your expectations. This will be used only for academic purpose only 1. What method do you usually use to place your orders? Ready sale

Pre sale booking

Phone booking

2. How frequently you order Daily

After one day

once in week

3. After implementation of Pre sale order booking system how many times in a week it happened that you ran out of stock of particular product of Pepsi? Never

1-2 times

2-4 times

more than 4

4. Availability of variety of product (SKU) of Pepsi Much Worse Same Better Much Better Worse

5.Accuracy of order fill 100%

100- 80%

50-80%

below 50%

6.Delivery van’s Ability to fill orders completely Much Worse

Worse

Same

Better

Much Better

7.Deliverymen Professionalism (service and behavior). Much Worse

Worse

Same

Better

Much Better

8. Ever missed your order yes/no if yes then what may be main reason? Wrong order

sudden change in weather

change in

schemes 9.How frequently he comes to take orders Daily

After 1-2 days

once in a week

10.At which time he usually comes to take order Between 10-12am 12-2pm after 2pm 11.Are you satisfied with PSR’s order taking timing? At what time you want him to come and take order Yes

No

Time ___________

12.PSR’s way of telling about schemes and other information Poor

Below avg average

Good

Best

13. Do PSR give you complete information of new products, daily schemes and the promotional offers? Daily _________

Sometimes

occasionally

Name of retailer _________________________________ Address

__________________________________

_______________________________________________ Phone no._______________________________________

other

BIBLIOGRAPHY

•

Marketing Management by Philip Kotler.

•

Marketing research for manager by Matthew housden

WEBSITES www.pepsi .com www.corporate .org www.wikipedia encyclopedia.com www.india today.com