Brand Positioning Of Slice In Saharanpur

BRAND POSITIONING OF SLICE IN SAHARANPUR

A Project Report Submitted To UP.Technical University In partial fulfillment of the requirements for the award of the degree Of Master of Business Administration 2005-2007

Submitted By

PRAMEEL RATHOUR ROLL NO: 0503970070

Institute of Management&Research, Ghaziabad.

Forwar d 2

DECLARATION

This Project report entitled, “Brand positioning of SLICE”, is our Original work for submission to Mr. M.J. Faridi, (TDM Saharanpur)

Date:

Place:

Prameel Rathour IMR, DUHAI (GHAZIABAD)

3

Preface 4

Preface

Modern organizations are highly complex and dynamic systems. They operate

under

very

turbulent

social

economic

and

political

environment. They are required to reconcile several incompatible goals. Conflicting rods and divergent interests. They are also fraught with use risk and uncertainties hence tactful management of such organization to plan execute, guide, coordinate and control the performance people to achieve predetermine goal. Management has to keep the organization vibrant moving and in equilibrium it has to achieve goals which themselves are changing it is therefore a problem highly complex and ticklish. To tackle these problems, information plays an important role. Marketing research is the appropriate tool to get most useful information about the market. This information will asset to acquire and analysis information and to make suggestions to management as to how marketing problems should be solved. The marketing research is the process which links to manufactures, dealers and individuals through information an important part of curriculum of MBA programme is the project taken by student in any business organization. After completion of II semester of the program. 5

The objective of this project is to enable the student to understand the application of academies in the real business life. I am fully confident that this project will be extremely useful for the management.

Date:

- Prameel Rathour

Acknowledgeme nt

6

Acknowledgement

I express my heartiest gratitude to Mr. M.J. Faridi (TDM Saharanpur), VARUN BEVERAGES LIMITED who gave me an opportunity to do my summer training in this organization and help me to show and learn intricacies of business in better way.

I also take this opportunity to thanks Mr. Ajay Dabral (CE Saharanpur), VARUN BEVERAGES LIMITED under whose guidance I completed this project.

It would not be out of place to show my gratitude to Mr. KALYAN KUMAR Project Guide without whose guidance this project wouldn’t have been possible.

7

- Prameel Rathour

8

Table of Contents

1. Fore ward

1-4

2. Preface

5-6

3. Acknowledgement

7-8

4. Executive summary

10-12

5. Introduction to the Company

13-46

6. Introduction to the Project

47-50

7. Problem undertaken

51-53

8. Objectives 9. Research Methodology 10.Observations

54-55 56-62 63-83

11.Analysis

84-86

12.Conclusions

87-88

13.Suggestions and Recommendations 89-90 14.Limitations

91-92

15.Future direction for research

93-94

16.Bibliography

95-99

17.Annexure

9

Executiv e Summar y 10

EXECUTIVE SUMMARY

PEPSI is the world leader the convenient foods and beverages with the revenue of about $27 billion and over 147000 employees. The companies consist of the snack business of Frito lay NORTH AMERCIA and the beverages and their food businesses of PEPSI beverages and foods, which includes PepsiCo beverages NORTH AMERCIA. PepsiCo brand are available in nearly 2000countries and territories. In INDIA, the company has an extremely positive outlook. Outside northamercia to of our largest and fast growing business after INDIA and CHINA, which include more than the worlds population? Faced with the existing policy framework at the time, the company entered the INDIAN market through the joint venture with Volta’s and Punjab agro industries with the introduction of the liberalization polices since 1991, PEPSI took control of its operation. The project report was carried on the topic “BRAND POSITIONING OF SLICE” in the category of juice based drinks. There was the stiff competition in the field of juice based product in the market. For analyzing the position of slice and the awareness of slice

11

among the consumer, we have to conducted survey. The research process design was conclusive and statically in nature which would enable the company to the rational decision. The sample size taken was very large consisted of 300 outlets and 700 consumers. For this purpose questionnaire designed was of two types i.e. outlet survey and consumer survey. Data is collected from two sources i.e. primary sources secondary sources. Secondary data consist of information that already exist somewhere and may have collected for different purpose, it provides a starting point. To select the localities map of Saharanpur was used. The list of retailers as obtained from company officials, designed by company. The outcomes derived from conductedsurvey were beyond our expectations level. SLICE has acquired a good market share in the field of juice based drinks. During the survey it was found that SLICE was a leading product in juice based product in comparison with its competitors. The outlet survey analyze that trend in the sales of both the carbonated soft drink and juice based drink and also analyze the reason for increase or decrease in the sale of SLICE. It also helps in the estimation of annual purchasing behavior of the retailer at particular outlets. The consumer outlet aims at analysis the annual average consumption of the consumer. With the help of this we derived the conclusion about the taste and preference of the consumer. During the survey personal interview by questionnaire technique helps a lot to understand about the distribution system and to understand the problem of retailers and other peole.the survey technique helps a lot

in understanding the problem of the

consumer and th measures to overcome the problems. During the survey, I face many difficulties. The retailers do not respond properly,. The sample size was too large ad some retailers do not give the exact information.

12

Introductio n to the 13

Company

INTRODUCTION TO COMPANY PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27 billion and over 147,00 employees. The company consists of the snack business of Frito-Lay North America and the beverage and food businesses of PepsiCo Beverages and Foods, which includes PepsiCo Beverages North America (Pepsi-Cola North America and Gatorade/Tropicana North America0 and Quaker Foods North America. PepsiCo International includes the snack businesses of Frito-Lay International and beverage businesses of PepsiCo Beverages International. Pepsi Co brands are available in nearly 200 countries and territories.

14

Many of PepsiCo’s brand names are over 100-Years old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with the Quaker Oats Comp0any, including Gatorade, in 2001. PepsiCo’s success is the result of superior products, high standards of performance, distinctive competitive strategies and the high integrity of our people. Our mission is to be the world’s premier consumer Products Company focused on convenient foods and beverages. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity.

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 Amsterdam, Chicago, Swiss and Tokyo stock exchanges. PepsiCo has consistently paid cash dividends since the corporation was founded.

CORPORATE CITIZENSHIP

15

PepsiCo believes that as a corporate citizen, it has a responsibility to contribute to the quality of life in our communities. This philosophy is put into action through support of social agencies, projects and programes. The scope of this support is extensive – ranging form sponsorship of local programs and support of employee volunteer activities, to contributions of 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 PepsiCo employees volunteer.

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 144 – acre complex that includes the Donate M. Kendall Sculpture Gardens, a world acclaimed sculpture collection in a garden setting. The collection of works is focused on major twentieth century art, and features works by masters such as Auguste Rodin, Henri Laurens, Henry Moore, Alexander Calder, Alberto Giacometti, Arnaldo Pomodoro

16

and Class Olden berg. The gardens were originally designed by the world famous garden planner, Russelll Page, and have been extended by Francois Goffinet. The grounds are open to the public, and a visitor’s booth is in operation during the spring and summer.

PEPSI

– COLA

PepsiCo’s beverage business was founded at the turn of the century by Caleb Bradham, a New Bern, North Carolina druggist, who first formulated Pepsi – Cola. 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

17

Mug Brands- account for nearly one-third of total soft drink sales in the United States, a consumer market totaling about #60 billion. Peps-Cola also offers a variety of non-carbonated beverages, including Aquafina bottled water, Fruit works and all Sport. In 1992 Pepsi-Cola formed a partnership with Tomas 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 so be became a part of Pepsi-Cola. So be manufactures and markets an innovative line to 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-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. Pepsi-Co 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 advertising. New advertising and exciting promotions keep Pepsi-Cola brands young.

18

The company manufactures and sells soft drink concentrate to PepsiCola bottlers. The company also provides fountain beverage products

.

FRITO-LAY

Pepsi-Co’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

19

started an entirely new industry. The products 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 retell snack chip sales. Products are available in

some

120

countries.

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 Matutana in Spain, Sabritas and Gamesa in Mexico, Flma 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 Sun Chips multigrain snacks. Frito-Lay also sells a variety of snack dips and cookies, nuts and crackers.

20

GATORADE & TROPICANA

21

Tropicana was founded in 1947 by Anthony Rossi as a Florida fruit packaging business. 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 not-fromconcentrate 100% Florida orange juice in a ready0to 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 purchases by Beatrice Foods Co. in 1978, acquired by Kohlberg Kravis & Roberts in 1986 and sold to the seagram Company Ltd. in 1988. Seagram purchased 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, Looza 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 was acquired by the Quaker Oats Company in 1983 and become 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 sport’s drink.

22

QUAKER FOODS

23

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 symbol of honesty, integrity and strength. the figures of a man in Quaker clothes became the first registered trademark for breakfast cereal and remains the hallmark for Quaker Oats today. in Cedar Rapids, lowa, John Stuart and 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.

Slogans and Logos Click on thumbnail to see larger picture.

24

1898 Brad's Drink 1903

Exhilarating, Invigorating, Aids Digestion

1906 Original Pure Food Drink 1908 Delicious and Healthful 1915 1919 1920

For All Thirsts - Pepsi:Cola Pepsi:Cola

-

It

makes

you

Scintillate Drink Pepsi:Cola - It Will Satisfy You

1928 Peps You Up! 1929 Here's Health! 1932 Sparkling, Delicious 1933 It's the Best Cola Drink 1934

Double

Size

Refreshing and Healthful

1938 Join the Swing to Pepsi 1939 Twice as Much for a Nickel 1943 Bigger Drink, Better Taste 1947 It's a Great American Custom

1949

Why Take Less When Pepsi's Best?

25

1950 More Bounce to the Ounce 1954

The

Light

Refreshment

Refreshing Without Filling

1958 Be Sociable, Have a Pepsi 1961 1963 1967 1969

Now It's Pepsi for Those Who Think Young Come Alive! You're in the Pepsi Generation Taste that Beats the Others Cold, Pepsi Pours It On. You've Got a Lot to Live, Pepsi's Got a Lot to Give

1973 Join the Pepsi People Feelin' Free 1976 Have a Pepsi Day! 1979 1981

Catch

That

Pepsi

Spirit

Take the Pepsi Challenge Pepsi's Got Your Taste for Life

1983 Pepsi Now! 1984 The Choice of a New Generation 1987 America's Choice 1989 A Generation Ahead 1992 Gotta Have It 1993 Be Young, Have Fun, Drink Pepsi 1995 Nothing Else is a Pepsi 1997 Generation Next

26

1998 Same Great Taste 1999 The Joy of Cola

2000 The Joy of Pepsi

2003 Pepsi. It's the Cola

2006 Pepsi. It’s the Cola

What’s in Soft Drinks?

Soft drinks have been part of the American lifestyle for more than 100 years. Many of today’s soft drinks are the same as the first ones enjoyed in the 1800s. Soft drink production begins with the creation of a flavored syrup using a closely-guarded company recipe. The syrup is mixed with purified water and then carbonated by adding carbon dioxides gas under

27

pressure. This carbonation creates the “tingly fizz” that gives soft drinks a refreshing taste. Now for a closer look at soft drink ingredients…. Like other foods, the ingredients that are used soft drinks are approved

and

closely

regulated

by

the

U.S.

Food

and

Drug

Administration (FDA). All of the ingredients used in soft drinks are found in a variety of other foods.

Water Soft drink production starts with a pure source of water. Regular soft drinks contain 90% water, while diet soft drinks contain up to 99% water. Drinking water often contains trace amounts of various element that affect its taste. You have probably noticed that tap water tastes different in various regions of the country. Bottlers use sophisticated filtering and other treatment equipment to remove any residual impurities and to standardize the water used to make soft drinks. That’s why your favorite soft drink tastes the same in New York as it does in Texas.

Carbon Dioxide

A

colorless

and

odorless

gas,

carbon

dioxide

is

the

essential

characterizing in all “carbonated” beverages. It is given off when we breathe and is used by plants to produce oxygen. When dissolved in water, carbon dioxide imparts a unique taste. For that reason natural sources of carbonated, or effervescent, mineral

28

waters were once highly prized. These rare mineral waters. Were also believed to have beneficial medicinal properties. Efforts to make and sell “artificial effervescent mineral water” were well underway in Europe and the U.S. By 1800. It was the innovative step of adding flavors to these popular “soda waters” that gave birth to the soft drink beverages we enjoy today. In the early days of soft drink manufacturing, carbon dioxide was made from sodium salts. This is why carbonated beverages were called “sodas” or “soda water.” Today, bottlers buy pure carbon dioxide as a compressed gas in highpressure cylinders. Carbon dioxide gas is absorbed into the flavored soft drink in a carbonator machine just before the container is sealed. While under pressure and chillethe soft drink may a sorbe up to fuor times the beverage volume of carbon dioxide. When you open a soft drink bottle or can, he “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.

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

29

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. Nature does not produce enough of some flavors to satisfy world demand. Also, some natural flavors are limited geographically and seasonally.

Colors Many people don’t realize how important color is to taste perception. Color affects our psychological impression of food. If you don ‘believe it, try eating a familiar food in the dark. The colors used in foods and beverages come from both natural and synthetic sources.

Caffeine Caffeine is a substance that occurs naturally in more than 60 plants including coffee beans, tealeaves, kola nuts and cacao beans. In some cases, small amounts of caffeine are added to soft drinks as part of the flavor profile. The amount of caffeine in a soft drink is only a fraction of that found in an equal amount of coffee or tea. Caffeine has a classic bitter taste that enhances other flavors. It has been part of almost every cola-and pepper-type beverage since they were first formulated more than 100 years ago and has been enjoyed in coffee, tea and chocolate beverages for centuries. Even though some people feel the effects of caffeine are harmful, scientific research has refuted these claims. The long history of caffeine’s use confirms that it is safe when consumed in moderation.

30

For people who wish to restrict their caffeine, many caffeine-free soft drinks are available.

Caffeine Similar to fruit juices and many other food products, most soft drinks are slightly acidic. Acidulates add a pleasant tartness to soft drinks and act as preservative. Some soft drinks contain a small amount of one or two common food acidulates – phosphoric acid and citric acid occasionally, other acidulates 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 many natural and manmade food ingredients. Like sodium, potassium exists naturally in drinking water and, therefore, soft drinks. Small amounts of potassium

31

are also found in some of the flavoring agents and other ingredients used in soft drinks.

Sodium Because the names “soda pop” “soda water” were associated with early soft drinks, many people falsely believe that carbonated beverages contain significant amounts of sodium. This is not true. 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 healthy, excessive consumption has been tied to high blood pressure in some people. Soft drinks are not significant sources of sodium in the diet. In fact, the local drinking water supply used in making soft drinks contributes most or all of the sodium. Small amounts of sodium in some soft drinks can also come from other ingredients. Soft drinks are classified by 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 available.

Sweeteners Non-Diet Soft Drinks

32

Most regular (non-diet) soft drinks are sweetened with sucrose or high fructose corn syrup, (HFCS0. A mixture of these sweeteners may also be form sugarcane or sugar beets. HFCS is a newer and more convenient liquid sweetener, similar to sucrose but made from corn. It is now use in many prepared foods. With either, the amount of sweetener in a soft drink ranges from 7 to 14%, about the same amount as a glass of pineapple or orange juice. Both sucrose and HFCS are easily digested carbohydrates, and carbohydrates are an important part of the diet. They provide calories, which are the source of energy for the body. Sometimes thought to be more fattening than other foods sugar actually contains the same number of calories by weight as protein (4 calories/gram), and less than half the calories of fat (9 calories/gram). Sugars also contain far fewer calories than alcohol (7 calories/gram).

Diet Soft Drinks The popular class of beverages known as diet soft drinks are made possible by the intensely sweet substances we refer to as “diet” or “low calorie” sweeteners. Aspartame, saccharin, sucralose and a casual fame K are approved for use in soft drinks today and sweeteners remains an active area of food research. By choosing from a variety of different sweeteners, manufacturers can blend sweeteners to match beverage formulations and better appeal to all consumer tastes and preferences.

 Aspartame

33

After many years of scientific testing, aspartame was first approved for use in some foods in 1981, and for soft drinks in 1983. it has been reviewed and approved, not only by the U.S. Food

and

Drug

Administration

(FDA),

but

also

by

the

governments of more than 60 countries and the World Health Organization. Aspartame is a “nutritive” sweetener, meaning it is easily digested and provides calories. However, its sweetening power is so great that the tiny amount needed to sweeten a soft drink adds less than one caloric per 12-ounce can. Soft drink companies use slightly different amounts of aspartame in various flavor recipes. Most diet soft drinks are sweetened with aspartame alone, but some may contain a blend of aspartame and saccharin. If aspartame is the only sweetener used, about 15 milligrams per ounce of beverage is added. As other diet sweeteners become available, more sweetener blends are likely to be used.

 Saccharin Saccharin has many desirable properties that make it a valuable food ingredient. It is extremely sweet – about 300 times sweeter than sugar – and contributes no calories. It is stable in foods and is metabolically inert, which means that it goes through the body without changing. Finally, it is relatively enexpensive. Because of some concerns raised in the late 1970s, labels formally were required on all products containing saccharin. It is now generally accepted by academic scientists, the federal

34

government’s

National

Toxicology

Program

and

various

international health organizations that there is no risk in consuming

saccharin.

demonstrate

not

The

only

many

its

years

popularity

of

saccharin

with

soft

use drink

manufacturers, but also with consumers.

 Acesulfame k Acesulfame K, under the brand name of “Sunnett,” is an example of a new diet sweetener approved for soft drinks by the FDA in 1998. Acesulfame K is a calorie free, heat stable sweetener that is 200 times sweeter than sugar.

 Sucralose Sucralose was approved by the FDA in 1998 for use in a wide variety of food products including soft drinks. Sucralose is a low calorie, high-intensity sweetener that is about 600 times sweeter than sugar. It is sold under the brand name of “Splenda” Sucralose and sucrose (sugar) have been shown to have similar taste and flavor profiles. A number of other fascinating low-calorie sweeteners are currently undergoing safety evaluations for future use. These include all-time, a compound similar to aspartame that is remarkably 2,000 times sweeter than sucrose and various naturally occurring plant derivatives, such as stevia and thaumatin.

COMPETITON (Real war between Pepsi & coke) 35

Every food companies have their competition. Pepsi’s main competitor is Coca-Cola co. Both have been selling thirst quenchers for 100 years that are now global brands. Their bottles move through the world’s most pervasive distribution network. Coke is mainly a franchise driven operation with a company supplying its soft drink concentrate to its soft bottles around the world Coke management releases that a soft drink is a convenience as well –as an – impulse product. According the – company’s expertise lies in consumers marketing. Idea is to reduce the effect span as Also coke will be experimenting with mobile dispensing units at beaches and stadiums going out towards consumers the much as possible. Cokes infrastructure plan include setting up new subsidiaries. It is also considering a 35 Greenfield venture to set-up a model plant in westerns corridor most likely in Gujarat. This will have 4 product lines with a capacity of 600 bottles per minutes with a build in flexibility to about top different and flavors and sizes. Another option for building capacity is to bringing in bottlers from overseas to invent jointly in fresh capacity. The company wants to go a stem further and set-up COCA-COLA institute a training facility for bottlers. Coke continues to stay with its multi brand strategy. This enhances the ability to leverage self-space at the retail outlet. It also gives then flexibility to offer price on brand others then lead once. Coke has launched MAJA pineapple and MAJA orange. As far as new product launched is concerned coke plans a dual brand approach by bringing in FANTA lemon. This comes about because volumes of LIMCA have increased by 20% shares, which have an 80% - share of the cloudy lemon segment—So this dual brand approach will extend to that flavors too. Pepsi’s decision to take

36

in company owned bottling operation (COBO) alongside franchise has proved to be winning edge over its competitor. By 1994 Pepsi’s has bought over five bottles in the key markets. This ensuring maximum control. The franchise now sees the company not just as advisor but also as carrying the weight of experience. Company system and franchisee system can now be properly aligned to meet the required objectives. On expanding reach and availability 80% of all cold drinks are consumed at the point of purchase (POP) rather than at home. The fountain initiative has paid off in higher of countrywide and they offer consumers a whole new way experience soft drinks. Also expanding teach and availability. Coke tied up with Indian oil to set up dispensing units at petrol pumps. Pepsi followed suit by striking a deal with Bharat Petroleum. Pepsi has mainly focused a brand Pepsi. Their strategy has been to keep pace with the market growth rate in non-Colas but to emerge as the definite cola they have put there might behind the brand Pepsi as the flagship brand. In 1987, Pepsi ranked 29 in the fortune list of the 500 largest industrial corporation in the U.S. Coca Cola was way down at 54, while Pepsi Co. improved its position from 34 in 1986 Coca Cola tumbled to 38 after missive public out cry, the company had to reintroduce the original coke classic. Pepsi has so far made in roads in 151countries

(150

before

India)

including

the

much-publicized

ventures in the soviet Union and China. Patience in Pepsi Co.’s long suit. At the base of every beverage business lies the all important secret formula of success the “Concentrate”. In india the concentrate is prepared

by

Pepsi

food

limited

representatives

of

Pepsi-Cola

international.

37

They came, spent, and conquered. The size of their combined business adds up to more than Rs. 5500 crore. The equity investment put in it tots up to a humungous $ 1347 million (Rs. 5700 crore). Yet almost 10 year after Pepsi Coca-cola Company entered India, birth are yet to turn a profit. Their accoumulated losses are estimated to over Rs. 800 crore. In a bid to comer a larger market share, invariably, either Pepsi or Coke ends up raising the stakes to a point where the math simply doesn’t add up. Just that the two cola giants have been in an unseemly hurry to grow the Indian market and, at the same time deny each

other

any

advantages,

irrespective

of

whether

it

makes

economics sense. “in the mid 90’s breakeven was pegged at 40 million cases. Today, both players together do 150 million cases, but breakeven is still elusive. The battle spilled into almost every area of operations in early 1999, that discounts were also unleashed. If the industry norm was around three to four bottles free with every case, the Cola majors began to offer six to seven bottles. In 2000 particularly in the month coke went berserk, giving 500/0 discounts. Both cola warriors targeted a clutch of key accounts about 67% of the total retail base, primarily restaurants, movie halls and hotels. In many cases the owner would play one against the other and drive a hard bargain. In may cases the cola companies. Paid close to Rs. 100 per case of expected off take as advance to secure a monopoly over the key account. The gross margins –o~ a case of returnable glass bottles was just Rs. 40. In India, a single-serve P & T bottles was simply not cost effective. Aluminum cans too suffered from the same problem effective. Aluminum cans too suffered from the same problem. Now every year, both companies had to invest in fresh glass capacity and crates. Backof-the envelop calculations suggested that to put an additional million

38

bottles in the market required close to Rs. 40 crore investment in glass and carats, and glass bottles had to be replaced every four year after they had done 40 cycles, during which time depreciation had been charged. Till the cola companies began to concentrate on the urban centers. As soon as they pushed into the winter land, the first sings of problems surfaced. In a state like Tamil Nadu the off take per 1000 people was barely 0.9 as a result, when a Pepsi or a coke truck went into interior markets, the glass simply wouldn’t come black fast, either consumption was low or the volumes were being split between the volumes were being spilt between the two competitors as a market. But that would have been completely out or character for the company. “it is a bit like asking the Brazilian Soccer team to adopt German-Style total football”. Across global market Pepsi has always reveled in grabbing share away from coke. But in India it finds itself in a peculiar position. It is the Numero Uno brand, outselling both coke and Thums up put together. That’s helped Pepsi’s Indian team to build quite a reputation. Pepsi has managed to constantly find ways to connect with the youth. So it Coke is the universal drink, which cuts across-age groups, Pepsi is the icon of the real cola quaffers Youngpeople between the ages of15-29.

ENTRY OF PEPSICO IN INDIA

39

In 1977, a change in the government at the center led to the exit of coca-cola which preferred to quit rather to dilute its equity to 40% in compliance with the Foreign Exchange Regulations Act (FERA). The beginning of 1980’s saw the birth of another cola drink “Thums Up” the Gold Spot people launched it in 1978-79 as “Refreshing Cola”; in 1978 Parle led the Indian soft drinks market (share33%) with its Gold Spot and Limca brands. In 1987 pure drinks share came down to21% as a result of growing popularity of Limca and Thums Up. At the same time the threat to the Indian soft drinks market was that of fruit drinks. In 1988, fruit drinks market was valued at Rs. 40 crores and was growing at the rate 0/20%. In early 1985, the government rejected a proposal with the R.P Goenka Group. This involved the export of fruit juice concentrated from Punjab in return for the import of ColaConcentrates. The deal offered was 3:1 export-import ratio in return for being allowed to market Pepsi in India. The Rs.22 crores Pepsi Co project/package was the second bed by the U.S. headquarters MNC to inter India. Pepsi Co would have an equity holding of 39%, Punjab Agro Industries Corporation (PAIC) 20% and Voltas 24%. The bad to be financed privately from loans. A. project approval board was finally set in February 1988. Pepsi’s shares which have been originally just under 40% was whittled to about 35% and PAIC’S share was hiked to 40% these were mainly the issue in which COKE had left India in 1977. Thus Pepsi not only accepted the conditions but also went much further. Now the victory for Pepsi who after more than 5 years of acrimonious battle was launched in June 1990 selectively in Rajasthan, Punjab, Uttar Pradesh and South as “SAHAR-PEPSI”.

40

In 1991, saw a major launch of 7Up and Mirinda in India, which was warmly recived by Indian customers & consumers. 1993 was new beginning for fountain Pepsi (PMX). Pepsi achieved the no.1position in India. In 1996 Mirinda attained no. 1 position in orange beverages category. May 1998 saw major launch of Mirinda lemon in India around 70% of the total sales came from established markets of North America. Pepsi has major branch namely: Pepsi: Diet-Pepsi; Mountain Dew 7-UP: Slice and Miranda (orange.& lemon) Mr. Ramesh Vengal was the first Managing Director who was here till Aprill 1992. Mr. Suman Sinha the current President took over from him after a long inning with Hindustan. Lever Ltd. (HLL) During these years the beverages business has grown rapidly from 3 million cases to 60 million cases and is paised for annually through 7,50,000 retail outlet across the country.It generates annual sales of approximately Rs.2, 500 crores which includes exports of Rs. 300crore) and a presence in the nascent juice market with Tropicana (sales, Rs. 50 crore).

PEPSICO INDIA

41



Pepsi is one of the most well known brands in the world today available in over 160 countries. The company has an extremely positive outlook for India. “Outside North America two of our largest and fastest growing businesses are in India and China, which include more than of the world’s population.” (PepsiCo’s annual report, 1999)



This reflects that India holds a central position in pepsi’s corporate strategy. India is a key market for PepsiCo and at the same time the company has added value to Indian agriculture and industry. PeosiCo entered India in 1989 and is concentrating in three focus areas- Soft drink concentrate snack foods and vegetable and food processing.



Faced with the existing policy framework at the time, the company entered the India market through a joint venture with Voltas and Punjab Agro Industries. With the introduction of the labialisation policies since 1991, Pepsi took complete control f its operations. The government has approved more than Us$ 400 million worth of investments of which over US$ 330 million have already flown in.



One of PepsiCo’s key strategies was to develop a completely local management team. Pepsi has 19 company owned factories while their Indian bottling partners own 21. The company has set up 8 Greenfield sites in backward regions of different states. PepsiCo intends to expand its operations and is planning an investment of approximately US$ 150 million in the next two-three years.

Introduction

42

With a legacy of decades in the industrial arena. The Jaipuria Group of Companies now stands at the one thousand five hundred crore mark. The group boasts of its several world-class business arenas like those of Textiles, Bottling. Education, information technology, food chain and Retailing, apart from numerous other business segments. Jaipuria Group is a Rs. 1500 Crore, family controlled, reputed business house with over a century of operations in diversified fields. The group as on today can boast of expertise and leadership in the fields of food and beverages, textiles and real estate development with varied interests in a wide range of products and services. The Jaipuria Group under the leadership of the three brothers SK Jaipuria, RK Jaipuria and CK Jaipuria has today become one of the leading business houses of the country. The following are the major areas of operations of the Jaipuria Group: •

Food and Beverages

•

Textiles

•

Information Technology

•

Real Estate

•

Education

Presence of Jaipuria Group in India: Offices & Plants: 1. New Delhi 2. Mumbai 3. Kolkata 4. Chennai 5. Hyderabad 6. Agra 7. Guwahati 8. Chandigarh 9. Lucknow 10. Varanasi 11. Patna 12. Jaipur 13. Indore 14. Bhopal 15. Gwalior 16. Vishakhapatnam 17. Udaipur 18. Goa 19. Dharwad 20. Jamshedpur 21. Noida 22. Cuttack Jaipuria With Pepsi

43

The Jaipuria Group, since 1975 has been a renowned and reputed name in the field soft drink bottling. Since its foray into this field the Group has bottled almost all the major soft drink brands that existed in India like Coca Cola. Thumsup, Limca and Pepsi etc. Today the Jaipuria Group commands almost 60% of the Pepsi business in India. With an impressive turnover and plants equipped with the latest technology the Jaipuria Group can boast of being the biggest name in the country when it comes to soft drink manufacturing. The Group has major presence in most part of the country, with its 22 fully operational plants running successfully across the country. PepsiCo is a world leader in convenient foods and beverages, with revenues of about $25 billion and over 142,000 employees. The company consists of the sanck businesses of Frito-Lay North America, Gatorade/Tropicana North America and Frito -Lay international; the beverage businesses of Pepsi-Cola and PepsiCo Beverages

International

and

Quaker

Foods

North

America,

manufacturer and marketer of ready-to-eat cereals and other food products. PepsiCo brands are available in nearly 200 countries and territories. Many of PepsiCo’s brand names are voer 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. PepsiCo’s success is the result of superior products, high standards of performance, distinctive competitive strategies and the high integrity of our people.

44

45

STRUCTURE OF FOBO

PEPSI FOODS LIMITED

Franchisees invest in pland and in machine, glass (Bottlers,

FRANCHISEE

trucks and infrastructure) in

(BOTTLERS)

PEPSI INDIA MARKETING (SALES & MARKETING)

46

FOBO FOBO stands for franchise owned bottling operations. Entering into FOBO has helped PepsiCo on several ways. First it has enabled Pepsi to focus on marketing operation as

it has on the operatonal front

Another gain of going FOBO is that since the franchise have to invest in plant and machine-glass (bottles and) trucks/infrastructure, the cost burden has been reduced.

47

Introductio n to the

Project 48

INTRODUCTION TO THE PROJECT PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27 billion and over 147,00 employees. The company consists of the snack business of 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.

49

Brand awareness is not such an easy task; therefore, I m going to adopt a multiple strategy in defining the problem, evaluating the data and suggesting

the

recommendations.

Multiple strategy includes an extensive research on secondary data i.e. data which has already been collected by someone else; thereby making it much more valuable and appropriate by analyzing it in the perspective of new and the first hand data i.e. Primary Data, which happens to be original in character.

It is absolutely essential to determine the various ways for the business to grow and succeed in a dynamic way and finding the root cause for the available problem, to discard it.

Methodologically, marketing research uses several types of research designs namely; Qualitative techniques, Quantitative techniques, Conceptual and Empirical techniques, Descriptive and Analytical techniques etc. Researchers may adopt more than one research designs i.e. a multiple research design strategy, but to achieve the aim and objective of the project, Quantitative Research Design has been adopted- which is generally used to draw conclusions, uses random sampling techniques to as to infer from the sample to the population- involves a large number of respondents- examples include Surveys and Questionnaires.

50

Therefore, the entire marketing research project depended hugely for its success on an appropriate an effective Questionnaire as it is very rightly called the heart of the entire survey operation. If it is not properly set up: -

Then the survey and its outcomes are bound to fail. Hence first and foremost, I m going to define and explain the relevance and appropriateness of each and every questions which was made a part of the Questionnaire and how it moved the project towards it’s pre-determined objectives. To understand that better, we must have a look at the Questionnaire compiled.

Brand awareness is the ability of potential buyer to recognize or recall that a brand is a part of a product category. In other words, the customer should be able to identify a firms product in the retail store or able to recall it’s brand whenever he or she thinks of the product class. Brand awareness has to be thought of as “a continuous range from an uncertain felling that a brand is recognize to a belief that it is the only one in the product class”. At the top end of the continuum is the brand that exists at the top of the customers mind. This is the happy and most desired condition that any marketer seeks. The next level is of all the other brands that are recalled by the customer in an unaided form. The customer is asked to recall as many as he or she is able to whenever one thinks of a product.

51

Problem Undertaken / Studied 52

53

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.

54

5. Advertising is effective to create impact on consumer or not. 6. To find out the expectation level of the consumer. 7. To know whether the company is able to met the demand of the product with an effective supply chain method or not. 8. To know whether the company have effective distribution system or not. 9. To know whether company have successfully analyze there weak routes.

IDENTIFY THE POSSIBLE CAUSES OF PROBLEM:

To identify the possible causes of problem a detailed study is done. The various possible causes that come into focus are:

1. Lack of proper means of promotional activity or advertising. 2. Lack of proper analysis of week route area.

PROBLEM SOLVING TECHNIQUES:

The company should have to monitor these variables:  Market share of product.  Taste and preferences of customer.  Promotional activities.

55

Objectiv e 56

Objective 1. To study the awareness of the slice among the JBD(juice based drinks). 2. To know the purchasing power of consumer and Behavior in comparison with other product in JBD 3. To find out the reasons for increase or decrease in the sale of JBD as compare to the previous year. 4. To study the consumption pattern of the SLICE 5. To identify the SWOT analysis of the company. 6. To indulge whether particular product is meeting the expectation level of the company.

57

58

Research Methodolog y

RESEARCH METHODOLOGY

59

For define research methodology there are three types of methods for marketing research. They are as follows: The observation method The experimental method The survey method inclusive of panel method. In observation method data are collected on the direct observation. No talks take place. By observing the person the analysis makes the inventory as to product used by him at his home or kept as retailers stocks. In experimental method it is based on the concept that smallscale experiment is useful to indicate the expectations of large-scale experiment. The survey method information is gathered directly from individuals I three ways: o Telephone o Mail o Personal interview The survey method in also suffered to as the “Questionnaire Technique” there are also segregated by In factual survey Opinion survey Interpretative survey In my project point of view I have taken mainly the method of 1) Survey by route ride 2) Personal interview by questionnaire technique

60

1. The survey method by route ride I usually went with pepsi van also with salesman. I met the retailers from outlets to outlets. This survey method helps me a lot to understand about the distribution system and to understand the problem of retailers and other people. 2. In the personal interview by questionnaire technique I usually gathered information by face to face interviewing. In this survey method I saw that the respondent was shown the exhibit and advertisement to give his personal opinion and attitude. In this method the direct interaction of occurred with the retailers and I could collect the reliable information from them it has also cost disadvantage that’s why some were difficult to covered.

RESEARCH DESIGN

61

The research process designed was conclusive and statistical in nature. Which would enable the company to take rational decision? This is because the sample size taken was large and the techniques adopted were for mass data. The date obtained from each locality was tabulated and the results were obtained in from of percentages. Data collection sources I – Primary sources •

Observation – non observation and direct

•

Survey- which include various categories of retailers.

•

Personal interview

II- Observation The observation was done by the following meted •

Keeping the markets in view

•

Keeping the customers and consumers in view

•

Interacting with various group of retailers and consumers

III- Survey Various retailers and consumer with the help of questionnaire IV- Personal interviews This method of date collection involves the interviewers asking question in a face to face con tact situation there in direct personal investigation and the interview inn properly structured as it involves the use of set of predetermined questions which are asked in the form and order pre-decided. This technique is preferred as it is economical; more informative, non responses are low, spontaneous reaction which are realistic. Lots of supplementary information comes up. V- Secondary Data 62

Secondary data consists of information that already exists some where and may have collected for a different purpose, it provide a starting point. To select the localities a map of KANPUR was used. The list of retailers was obtained from company officials, designed by company.

QUESTIONNAIRE STRUCTURE The questionnaire conducted during the survey consists of two categories i.e.

63

 OUTLET SURVEY  CONSUMER SURVEY

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

CONSUMER SURVEY: consumer survey consists of four types of question, asked from the consumer. With the help of the consumer survey we can conclude the taste and preference of consumer.

64

The first question aims at analyzing the consumption pattern of consumer in both types of soft drink i.e. carbonated soft drink (CSD) and juice based drink (JBD). With the help of this we can analyze the demand of the product. The second question aims at analyzing the reasons of increase or decrease in the consumption habit of consumer in JBD. With respect to the aim and goal of the research of the project the next part of the questionnaires is focusing at the core point of the research i.e. to niche out the size of the juice based drink is mostly consume by the consumer. In this part we can interprets the result by providing the rank to the different sizes of the product. The last but not the least in the next section which will be the important aspect of the questionnaire depicts on the importance of the research based on the taste and preference of the consumer. On the basis of that market share of the all products of JBD is analyzed.

65

Observati on & Analysis 66

OBSERVATIONS & ANALYSIS

Every Dealer Survey(EDS) The Every Dealer Survey commonly known as EDS is made every year by the company. This survey is done every year by the company so that complete awareness about the retailers and there attachment with he company is observed. The data of EDS helps in knowing the companies position among the competitors as well as the competitor’s position. The assessment is done in following ways: The format of EDS is given as under: A/C Name: - Is the name of the outlet. Contact person: - To whom the surveyor contacts. Address: - Address of outlet. Channel code: - Is the code given to the outlet on the basis of its category.

If code is: 01 -modern trade 02 –on premise

67

03 –traditional trade Size of account: - The size of account is assessed on the basis of the annual purchase of product. If <250 c/s then size is small that is denoted by S. Similarly if 250-500c/s then size is denoted by M that is (medium). if 500-1000c/s then size is denoted by L that is (large). And If >1000 then VL that is (very large). Category master The category master is concerned with the category of the outlet.

The company

gives them technical term according to the market share. This process is done through estimating the product share in comparison with the competitor. If the share of Pepsi is 0-25% then it will fall under WOP1 category. Similarly, if share is 26-35% then it is WOP2 category. If, 36-45% then WOP3. If, 46-50% then it will come under PAR category. If 51-60% then HIGH SHARE category If sale of PEPSI product is 60 -100% in any outlet then outlet will come under dominant category. This category of Pepsi varies from one outlet to another. SIGNAGE

68

One of the important topic covered under the EDS is signage. Here Signage refers to visibility of brand names and different flavors in the outlet. There are various ways through which the brand names and different flavors are made visible to the consumers. They are: Dealer boards Glow sign boards Shop painting Counter rack Floor rack One of the important philosophy company follows is: “JO DIKHTA WO BIKTA HAI” means the thing which is visible in any outlet, consumer demands for it. And this philosophy of company is very much true. Through the EDS the signage of the competitor is also concluded. »From the survey it was observed that the routes or outlets where there is good signage the sale of product is also up to mark. Similarly it was also noticed that company needs to put some more effort regarding signage in the week routes.

Mode of payment Generally it is seen that mode of payment is in cash but some exception are there. These exceptions are PEPSI monopolies where the mode of payment is through cheque. Frequency It is to measure that sales man visits the outlet daily or not .From the EDS we conclude that there is regular visit of salesman in all the route. Estimation of empty glasses in c/s

: It is to be calculated by the surveyor that how

much c/s of PEPSI is empty and the number of empty c/s of the competitor. 69

Annual sale Annual sale of PEPSI is calculated on the basis of salesman and the contact person’s answer.(for example, if the contact person says that he sells 1 c/s daily then on calculating : 1c/s daily I.e. 30 c/s month so annual sale = 30*100/18 = 167 c/s approx). Similarly annual sale for other figure is estimated. Chilling equipments Under this category the chilling equipment of PEPSI and its competitor is estimated .There are series of chilling equipment of Pepsi and its competitor. They are namely PBI code – Chilling machine provided by the company free of cost to the retailers having goodwill in the soft drink market. CCI code – Provided by the competitor just as PBI Code. Outlet own – Chilling machine owned by the outlet. PBI OYC & CCI OYC – The equipments provided by Pepsi and its competitor respectively on the payment and the mode of payment is draft. Other initiative The other initiative is those initiative which supports the signage and makes a perception on the mind of a consumer. These initiatives are (display, combo, HAD etc). The common initiatives are 70

71

1. Space Club 2. Grocery/ HH program 3. Eatery combo program 4. Janta eatery program 5. Catering program 6. Seasonal Display outlet FULLS AVAILABILITY (approx. quantity in bottles) Total no of filled bottles is estimated by the surveyor. This is done for both Pepsi and its competitor so that the current fills availability can be estimated. Here the figures are counted in bottles not in c/s.

.

72

Outlet survey Name of the outlet.

Contact person.

1)what is your annual sale this year……c/s(specify JBD …………) 2) What was your annual sale last year…...c/s(specify JBD……….). 3) If there is a decline / increase, in your vis-à-vis last year in juice based drink section;the reason: a) more health consciousness among consumers b) effect of programs of Baba ramdev,etc c) Price increase in soft drinks . d) extra push of good for you category products in the market . e if any other ,plz specify………………………… 4) How often do you purchase juice based drinks , a)

once

a

day

b) once in two days c) once in weeks e) others………………… 5) Any suggestion to improve the sale of SLICE (PEPSI) in the market. …………………………………………………………………………………………… …………………………………………………………………………………………… ……………………………………………………………………………………………

73

Collection of data The data is collected from 26 route, 9 dealer and 6 distributors. We divided the outlet in three parts. 1. Big size outlet

2. Medium size outlet.

3. Small size outlet. The first two questions give the information about the increase or decrease in the sale of outlet. The outcomes are.

Carbonated soft drinks (CSD)

1)

The sale of soft drinks has gone up in 10% outlet.

2)

The sale of soft drinks remains same in 35% outlet.

3)

The sale of soft drinks has gone down in 55% outlet.

74

Sale of CSD

10% 55%

35%

Gone up Same Decrease

75

Juice based drink 1. The sale of JBD has gone down in 10% of outlet. 2. The sale of JBD has remains same in 35% of outlets. 3. The sale of JBD has gone up in 55% of outlets.

Sale of JBD 10% Gone down 55%

35%

Remain same Increase

•

76

(3)

If there is a decline / increase,in your vis-à-vis last year in juice based drink

section;the reason:

OUTCOMES: The reasons for decrease in sale of JBD: •

less demanded by the consumer

•

weather condition

•

program of Baba Ramdev.

The reasons for increase in sale of JBD :

•

45% of outlets says that sales increase due to Taste & preference of consumers.

•

30% of outlets says that sales increase due to health consciousness among the consumer.

•

20% of outlets says that sales increase due to extra push of good for you category product in

the market.

5% of outlets says, due to price increase in soft drinks .

77

REASON FOR INCREASE IN SALE OF JBD 60

Taste and preference

40

Health consciousness

20

Extra push of GFY products

0 1

Taste and preference

Decrease in price of soft drinks

78

1)

How often do you purchase juice based drinks The buying pattern of JBD is –

a) Once a day b) Once in two days c) Once in weeks e) Others……

Outcomes 1) 40% outlet takes once c/s in a day 2)

30% outlet takes once in two days.

3)

20% outlet takes once in a week.

4)

10% others.

Buying pattern of JBD

10% 20%

40%

Once in a day Once in two days Once in a week

30%

Others

79

Consumer survey Name of consumer.

Age……….

Sex…………

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

JBD

A) Once a day B) Once in two days C) Once in a week D) Others 2) Have your consumption of JBD have gone up, remains same, gone down this year compared to last: a) Gone up………. Reasons: 1) More health consciousness. 2) Programs of Baba RamDev 3) Extra push of GFY products in the market. 4) Any other reasons…………………. …………………………………… 3) Which pack you consume the most? A) Tetra pack B) 250 ml C) 600 ml D) 1.2 lit

80

.4) rank the following according to your taste and preference…. SLICE MAAZA FROOTI JUMPIN OTHER, Specify……………….

81

Collection of data The outcomes derived from the data are as: data is collected by taking a sample of 700 consumers. The

The first question is: 1) How often do you drink soft drink (specify JBD) CSD

JBD

a) Once a day b) Once in two days c) Once in a week d) Others

Outcomes CARBONATED SOFT DRINK The consumption pattern of consumer of CSD can be analyzed

with

the help of

following outcome.: 50% of consumer consumes once a day 30% of consumer consumes once in two days 15% of consumer consumes once in week. 5%

others.

82

CONSUMPTION PATTERN OF CSD

15%

Once a day

5%

Once in two days Once in a week Others

50% 30%

Consumption of JBD 10% of consumer consume once a day 20%

of

consumer

consumes

once

in

two

days

40% of consumer consumes ones in a weak 30% Others

83

Consumption Pattern of JBD

10%

30%

Once a day 20%

once in two days once in a week

40%

ohers

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

84

Position of JBD 15%

30%

increase same decrease

55%

The third Question is: 3) Which pack you consume the most: A) TETRA PACK B) 250 ml C) 600 ml D)1.2lit

85

% OF CONSUMER

SIZE PREFERENCE OF CONSUMER 50 40 30 20 10 0

Series1

TETRA 250 ML 600 ML 1.2 PACK LTR SIZE OF JBD

The fourth Question is 4) Rank the following according to your taste & preference SLICE MAAZA FROOTI

86

JUMPIN Other, specify……….. Outcomes: The outcomes of Brand Preference of Consumer in JBD shows that : 40% of consumer preferred for SLICE 30% of consumer preferred for MAAZA 10% of consumer preferred for FROOTI 5% of consumer preferred for JUMPIN

BRAND PREFERENCE OF CONSUMER 40 % OF 30 CONSUME 20 10 R 0

Series1

SLICE MAAZA FROOTI JUMPIN

S1

BRAND NAME

87

Recommend ation & Conclusion 88

SUGGESTION & RECOMMENDATION 1) One of the most important suggestions that is concluded to advertisement. The sale of slice can be improved by – a) Advertisement in the television b) Board, Poster, Stickers, Banners provided by the company. 2) Display scheme Recently company has provided the display scheme to the customer. Like space club, Mountain dew seasonal display which effect the sales very much .So there must be such a display scheme of slice to improve the sales. 3) Under the crown offer (UTC) to consumer. UTC offer consist of gifts prizes inside the crown of bottles. This will also affect the sales very much. As we have already seen such a offer in the case of Thums Up. 4) Production of 200ml and 300ml bottles of slice 5) Introduction of small tetra pack of slice of Rs 3/6) Improvement in the packaging of SLICE bottles 7) Replacement of expire bottles. 8) Decrease in the price of slice

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CONCLUSIONS It is evident from the results that the survey operation went in accordance to the prime Objective of the company. From the analysis of the results, it is clear that brand awareness of the slice is good in the market and it was above expectations before the research work began. The survey operation comprises of outlet survey and consumer survey in the Saharanpur region. One thing which is essential for creating awareness is heavy promotion of the product This might not only lead to increase in the brand preference but also an increased Market share of the company. During the survey it was found that position of th slice in the market is strong but there is some unawareness about the new sizes, flavors and packs of the product. Due to this the New innovation did not get good response in the market. How far company is able to make use of the profitable opportunities available in the research target market depends upon the capacity building of the company to met challenges. Further more, in all this customer interest is of paramount importance.

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Limitation

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LIMITATIONS

1. The sample size is large as the time constraints were there and mainly profile of the customer was very elegant so it is very tuff to get an personal interview. 2. Most of the outlets keeps their data very confidential and sharing their data is very critical issue so it is very tough to do the survey on all segments. 3. The survey was done on only self-individual class. It may be possible that this results could not represent the exact result because the survey done on random sampling method. 4. The competitors are not forthcoming with details of their policies as it is confidential information. 5. A hundred percent accuracy cannot be maintained while conducting the survey because the respondents do not have all the information at the time of the interview and they are able to give only approximate figures. 6. Since most parameters are qualitative as the research deals with relative terms, all the data cannot be converted in quantitative terms and hence an objective analysis is difficult to carry out. 7. At the time of conducting interviews some of the respondents were reluctant to divulge the exact reason for their separation from the company. 8. The

database

relied

on

at

many

places

is

secondary

data.

The

Secondary data is subject to authenticity

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Future Direction For Research 93

FUTURE DIRECTION FOR RESEARCH Although the research work was carried in effective and efficient manner but still there may be some constraints that must be considered while conducting the research. Due to these constraints the research work is carried out under certain boundaries that create an impact on the process as well as the results of the research. If these constraints are not there, then result of the research is more significant and added more information to it that can be concluded as follows: 

TIME CONSTRAINTS: Time could be the most important constraints during the research process. If time constraints was not there, data would have been derived in a meaningful and Systematic manner and we can interact with the respondents properly.



TOO BIG ROUTE AREA : The route area covered was too big and it was not possible to cover every size of outlets with in the Limited time period.

 Organization were not ready to disclose the data exactly and if they could have provided me with an exact data then better as well as exact data could have been calculated .  While conducting the research if the respondent had provided exact figure than exact analysis would have been possible.

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 If the mode of collection of data would have been different i.e. other than secondary data than it could have given new face to the research report.

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SWOT Analysis SWOT ANALYSIS: S (STRENGTH)  Availability  Quality  Different sizes  Acceptability

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 Affordability  Brand image  Largest distribution network

W (WEAKNESS)  No replacement policy  Less awareness about new launching

O (OPPORTUNITY)  Coverage of weak areas.  Regular visit to customer  Grievance handling of customer

T (THREATS)  Brand image of competitor  Reduced expenses

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Bibliograph y

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BIBLIOGRAPHY To achieve the aim and objective of the project, quantitative research design has been adopted. To support the design of The above method, both types of data i.e. Primary data, which Is collected for the first time, and thus happens to be the original In character and the secondary data, which has already been collected by someone else and has already been passed through The Statistical processes. Primary data has been collected through the survey model where the sample size was of 300 outlets and 700 consumers in Saharanpur. Secondary data has been collected through various sources like Books and Internet The book referred during the course of the project is RESEARCH METHODOLOGY – by C.R Kothari, which helped in determining the Research design method to be followed in the project. The Websites visited were www.pepsi.com , www.google.com ,www.rkjgroup.com Which provide great assistance in the project?

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Annexur e

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ANNEXURE Outlet survey Name of the outlet.

Contact person.

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

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Consumer survey Name of consumer.

Age……….

Sex…………

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

JBD

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

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SLICE MAAZA FROOTI JUMPIN OTHER, Specify……………….

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