Market Survey Of Pepsico Retailers On Display Effectiveness.

“MARKET SURVEY OF PEPSICO RETAILERS ON DISPLAY EFFECTIVENESS” PROJECT REPORT SUBMITTED TO

UNIVERSITY OF PUNE IN PARTIAL FULFILMENT OF REQUIREMENT FOR THE AWARD OF DEGREE OF

MASTER OF BUSINESS ADMINISTRATION SUBMITTED BY

JAMAAL KHAN

UNDER THE GUIDANCE OF

PROF. ASHOK K. TIWARI JSPM‘S

JAYAWANT INSTITUTE OF MANEGEMENT STUDIES. TATHWADE, PUNE-33 1 | Page

DECLARATION

I, the undersigned, hereby declare that the Project Report entitled ―Market survey of PepsiCo Retailers on display effectiveness‖ written and submitted by me to the University of Pune in partial fulfillment of the requirement for

the

award

of

degree

of

Master

of

Business

Administration under the guidance of Prof. Ashok Tiwari is my original work and the conclusions drawn therein are based on the material collected by myself.

Place: Pune

Research Student

Date:

Jamaal khan

2 | Page

CERTIFICATE

This is to certify that the Project Report entitled “Market

survey

of

PepsiCo

Retailer’s

on

display

effectiveness” which is being submitted herewith for the award

of

the

degree

of

Master

of

Business

Administration of University of Pune, Pune is the result of the original research work completed by Jamaal Ahmed khan

under my supervision and guidance and to the best

of my knowledge and belief the work embodied in this Project Report has not formed earlier the basis

for the

award of any degree or similar title of this or any other University or examining body.

Place: Pune

Research Guide

Date:

Prof. Ashok Tiwari

3 | Page

ACKNOWLEDGEMENT

Its gives me great pleasure in acknowledging the invaluable assistance

extended

to

me

by

various

person

in

the

successful completion of the project. I express my sense of independence gratitude to the Dr. Rajashree Shinde, Director and Prof. Ashok K. Tiwari, Project

guide

and

other

faculty

member

of

Jayawant

Institute of Management Studies, Tathwade Pune – 33, who guided and encourage me from time to time for the successful completion of this project report. My humble thanks to my all the professors for guiding me during the two months training as my training mentor. I express our thanks to Aradhana Soft drink Co. a sister concern of PepsiCo India holding (p) Ltd. Kanpur, for granting me the permission to work with the esteem organization. I am also thankful to Mr. Amol Sharma (TDM), Mr. Sameer wali (ASM) and Mr. Vaishnava srivastava (CE) of Aradhana Soft drink Co. Kanpur, who guided and helped us in all possible ways they could, at every stage of the project. I

am

also

very

thankful

to

MR.

SAMEER

WALI

Aradhana Soft drink Co. Kanpur, who was my project guide during my training period. He helps me at every completion stage of the project & provides me all the

4 | Page

information that is necessary for the execution of the project.

I would also like to thank all the Executives, distributers & staff member attached to Aradhana Soft drink Co. Kanpur who provided us all the relevant information and their kind support,

on

the

basis

of

which

this

report

has

been

prepared. Lastly I would like to pay our special regards to my parents for their encouragement and full support for completion of this project work.

5 | Page

EXECUTIVE SUMMARY

PEPSI is the world leader in the convenient foods and beverages with the revenue of about $39 billion (2007-08) and over 198000 (2008-09) employees. The companies consist

of

the

snack

business

of

Frito

lay

NORTH

AMERICA. PepsiCo Brands are available in nearly 200 countries and territories. In INDIA, the company has an extremely positive outlook. PepsiCo gained entry to India in 1988 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. Beverage industry is one of the fast growing industries in India. It can be divided into two sections i.e. carbonated and Non –carbonated. The carbonated drinks can be further classified into Cola, Lemon, Orange, Mango, and Apple segments.

Marketing

includes

all

the

activities

like

promotion, distribution, advertising etc., to fulfill the all segment of consumers. Marketing is also to convert social needs into profitable Opportunities. The study of “Market survey of PepsiCo Retailers on display effectiveness” provides the details to inculcate the efficiency. It is also requirement for the company to

6 | Page

improve

their

service

and

quality

for

achieving

their

ultimate goal. The topic was allotted by the company and it was required to collect the information about current status of the Visi cooler that is given by the company to the retailer for selling of soft drink of PepsiCo. The main objective of the research was to know the company‘s position in the soft drink market by doing Visi purity & Charging of every visi cooler. The location for the project was Kanpur (south) consisting below mentioned area. 1) Rawatpur 2) Ashok nagar 3) Pandu nagar

The duration for the project was 1st June 2009 TO 30th July 2009

In this project the main purpose of the study was to visit the outlet of PepsiCo & check the visi-purity & visi-charging to know the status of sales & proper display of its products. A list carrying name of outlet provided by PepsiCo & I have to visit only those outlet which are mentioned in that list because listed outlet are not performing up to the mark of PepsiCo guideline. Planogram is one of the tool through 7 | Page

which I have to make proper display of the product in the visi-cooler so that every brand of PepsiCo could be visible to the consumer.

8 | Page

CONTENTS

Chapter No.

Particulars

Page No.

Chapter I

Introduction

10-13

Chapter II

Profile of the organization

14-41

Chapter III

Research Design &

42-44

Methodology Chapter IV

Conceptual Background

Chapter V

Data Presentation, Analysis

Chapter VI

& Interpretation Findings, Suggestions & Conclusion.

Bibliography Appendix/Annexure.

9 | Page

45-53

54-70 71-74

CHAPTER I

INTRODUCTION OF PROJECT

Modern age is full of competition. Today only way of success is continuous efforts towards the growing market needs and satisfying them. It is the marketer‘s job to know what the market speaks i.e. the ever changing needs of the customer through market research & adopt them fruitfully. It is must for all the companies to make policies according to the customer and the government. Today to succeed, organization has to target its customer needs, to create a culture

in

the

organization

i.e.

market

conscious

&

responsive to customer needs. Soft drinks industry has become big business in India in recent years. The soft drinks business underwent major changes with the entry of PEPSI and re-entry of COCO-COLA in India in the late 80s when Parle with brands like Thumps up, Limca & Gold spot was a clear leader. Coco-Cola took up the product line of Parle in 1993-94; today both brands are the Indians favorite soft drinks.

10 | P a g e

OBJECTIVES OF STUDY This study offers an opportunity to the student of management to develop the required skill and in sights for making

the

best

use

of

experiment

and

judgment

to

practical life. To gain an insight into why individuals act in certain consumption related way & Learning

what &

external influence compel them to act as they do.

So the main Objective is to study of Visi purity & charging of retail outlet in Kanpur south .

OBJECTIVES  To find out the most popular brand of PepsiCo & satisfaction level of its retailers.  To

check

the

Planogram

(POG)

norms,

whether

retailers followed it properly or not.  To find the proper merchandizing and product display in the outlet & relation between company & its retailers.  To help the company in increasing its sales & finding out the benefits of visi-charging.

11 | P a g e

STETEMENT OF THE PROBLEM ―Market

survey

of

PepsiCo

Retailers

on

display

effectiveness‖ PepsiCo were facing problem regarding product availability in visi-cooler & display of the product in the premises of the outlet. So that as a result the sale of the product has not been achieving the sales target set by the company.

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 the entire problem which arises in the practical

field.

There

is

no

certain

formula

for

any

particular problem 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 given an idea how decision are

taken

tact

fully

when

any

problem

comes

to

an

executive. So the way of problem right decision 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. 12 | P a g e

LIMITATION OF THE STUDY

 Since

the

product

under

study

was

consumer

goods, which requires a large sample to have a correct study, a sample size of 100 Respondents was too small for it. But time & money did not allow Researcher to have a large sample. And also to manage a large sample would also be difficult by Researcher alone.  Mostly stress was given on primary data, as it was

difficult

to

collect

Secondary

data

from

organization & distributors.  Some of the respondents were not co-operative and many of them seem to be having no interest.  It is impossible to find out the problem faced by the PepsiCo in a time span of 2 months.  Area was specified.  It is extremely difficult to persuade retailer to respond to questionnaire.  The retailer knows us as people from Pepsi there by the responses could have been biased.  The

company

does

not

provide

any

financial

assistance.  The time allowed for the project was short. It was impossible to study deeply in that short period.  Region i.e., Urban area therefore the result are applicable to Kanpur region only these findings may not have much relevance in other regions of different from rest of the country 13 | P a g e

CHAPTER II

PROFILE OF THE ORGANISATION

PEPSICO HEADQUARTERS PepsiCo World Headquarters is located in Purchase, New York, and 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 & Class Olden berg. The gardens were originally designed by the World famous garden planner, Russell 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.

14 | P a g e

COMPANY PROFILE COMPANY

: PEPSICO

TYPE

: public

FOUNDED

: New York (1965)

HEADQUATERS: purchase New York AREA SERVED

: Worldwide

KEY PEOPLE

: INDRA K. NOOYI (CEO)

INDUSTRY

: Non alcoholic beverage

Market cap

: USD 107.19 Billions (2008-2009)

Revenue

: USD 39.474 Billions (2007-2008)

Operating income: USD 7.170 Billions (2007-2008) Net income

: USD 5.658 Billions (2007-2008)

Total assets

: USD 34-628 Billions (2007-2008)

Division

: Food, American beverages,

Employees

: 1980000 (2008-2009)

Website

: www.pepsico.com

Address: Global Business Park, Tower – A, 4th floor, Mehrauli-Gurgaon Road, Gurgaon 122002 Telephone: 91-124- 2880541 Fax: 91-124-2356270 Website: www.pepsiindia.co.in Email: [email protected] 15 | P a g e

VISION

"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.

.

MISSION

Our mission is to be the world's premier consumer Products Company focused on convenient foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity

16 | P a g e

“PEPSI CO HISTORY” AN OVERVIEW

1893--Caleb Brad ham, a New

Bern,

North

young pharmacist from

Carolina,

begins

experimenting

with many different soft drink concoctions; patrons and

friends

sample

them

at

his

drugstore

soda

fountain. 1898--One

of

Caleb's

formulations,

known

as

"Brad's Drink," a combination of carbonated water, sugar, vanilla, rare oils and cola nuts, is renamed "Pepsi-Cola"

on

August

28,

1898.

Pepsi -Cola

receives its first logo. 1902--The instant popularity of this new drink leads Brad ham to devote all of his energy to developing Pepsi-Cola into a full -fledged business. He applies for

a

trademark

Washington

D.C.,

with and

the

U.S.

forms

the

Patent first

Offi ce,

Pepsi -Cola

Company. The

first

Pepsi -Cola

newspaper

advertisements

appeared in the New Bern Weekly Journal . 1903--"Doc" Brad ham moves the bottling of Pepsi Cola from his drugstore into a rented warehouse; he sells

7 ,968

gallons

of

syrup

operation.

17 | P a g e

in

the

first

year

of

Pepsi's

theme

line

is

"Exhilarating,

Invigorating,

and Aids Digestion." 1904--Brad ham purchases a building in New Bern known

as

the

"Bishop

moves

all

bottling

and

Factory" syrup

for

$5,000

operatio ns

to

and this

location. Pepsi is sold in six -ounce bottles. Sales increase to 19,848 gallons. 1905--Pepsi -Cola's established Carolina.

in

first

bottling

Charlotte

Pepsi

receives

and its

franchises Durham,

new

logo,

are

North its

first

change since 1898. 1906--Pepsi gets another logo change, the third in eight years. The modified script logo is created with the slogan, "The Original Pure Food Drink." There are

15

U.S.

Pepsi

bottling

plants.

The

Pepsi

trademark is registered in Canada. Syrup sales rise to 38,605 gallons. The federal government passes the Pure Food and Drug Act, banning substances such as arsenic, lead, barium, and uranium, from food and beverages. This forced

many

soft

drink

Coca-Cola,

to

change

being

of

any

free

manufacturers,

their

such

formulas.

impurities,

including

Pepsi -Cola,

claimed

they

already met federal requirements. 1907--Pepsi -Cola Company continues to expand; the company's bottling network grows to 40 franchises.

18 | P a g e

Pepsi-Cola

sells

more

than

100,000

gallons

of

syrup. Pepsi trademark is registered in Mexico. Syrup sales rise to 104,026 gallons. 1908--Pepsi -Cola

becomes

one

of

the

first

companies to modernize delivery from horse drawn carts to motor vehicles. Two hundred fifty bottlers in 24 states are under contract to make and sell Pepsi-Cola. 1909--Automobile

race

pioneer

Barney

Old

field

endorses Pepsi -Cola in newspaper ads as "A bully drink...refreshing, invigorating, a fine bracer before a race." 1910--The first Pepsi -Cola bottlers' convention is held in New Bern, North Carolina. 1920--Pepsi theme line speaks to the consumer with "Drink Pepsi -Cola, it will satisfy you." 1923--Pepsi -Cola Company is declared bankrupt and its

assets

are

sold

to

a

North

Carolina

concern,

Craven Holding Corporation, for $30,000. Roy C. Megargel,

a

trademark. Holding

Wall

St reet

Business

and

Corporation

for

broker, good

buys

will

$35,000,

the

from

Pepsi

Craven

forming

the

Pepsi-Cola Corporation. 1928--After five continuous losing years, Megargel reorganizes his company as the National Pepsi -Cola 19 | P a g e

Company, be coming the fourth parent company to own the Pepsi trademark. 1931--U.S.

District

Court

for

Eastern

District

Virginia declares the National Pepsi -Cola Company bankrupt, history. National

the The

second Loft

bankruptcy

candy

Pepsi-Cola

company

Company.

in

Pepsi -Cola

acquires

Charles

G.

the

Goth,

president of Loft, assumes leadership of Pepsi and commands

the

reformulation

of

Pepsi -Cola

syrup

formula. 1933--By the end of the year, Goth‘s new Pepsi Cola Company is insolvent. 1934--A landmark year for Pepsi -Cola. The drink is a hit and to attract even more sales, the company begins selling its 12 -ounce drink for five cents (the same cost as six ounces of competitive colas). The 12-ounce bottle debuts in Baltimore, where it is an instant success. The cost savin gs proves irresistible to Depression -worn Americans and sales skyrocket nationally. Caleb Brad ham, the founder of Pepsi Cola and "Brad's Drink," dies at 66 (May 27th, 1867 February 19th, 1934). 1935--Guth moves the entire Pepsi -Cola operation to Long Isla nd City, New York, and sets up national territorial boundaries for the Pepsi bottler franchise system.

20 | P a g e

1936--Pepsi grants 94 new U.S. franchises and year end profits reach $2,100,000. 1938--Walter

S.

Mack,

Jr.,

V.P.

of

Phoenix

Securities Corporation is ele cted President of the Pepsi-Cola

Company.

Mack,

who

considers

advertising the keystone of the soft drink business, turns Pepsi into a modern marketing company. 1939--The "Pepsi & Pete" comic strip introduces the "Twice as much for a nickel" theme in newspa pers. Pepsi-Cola Company names Mack as CEO. The

Board

of

Directors

removes

Guth

from

the

Pepsi payroll after he plans to personally acquire a competing cola. 1940--Pepsi -Cola

Company

makes

advertising

history with "Nickel, Nickel," the first advertising jingle ever broadcast nationwide on radio. 1941--The New York Stock Exchange trades Pepsi's stock

for

the

first -time.

In support of the war effort, Pepsi's bottle crown colors change to red, white, and blue. 1943--Pepsi's

theme

line

becomes

"Bigger

Drink,

Better Taste." 1948 - - Corporate headquarters moves from Long Island City, New York, to midtown Manhattan.

21 | P a g e

1950--Alfred N. Steele becomes President and CEO of Pepsi-Cola. Mr. Steele's wife, Hollywood movie star Joan Crawford, is instrumental in promoting t he company's product line. Pepsi receives its new logo, which incorporates the "bottle cap" look. The new logo is the fifth in Pepsi history. 1953--"The

Light

Refreshment"

campaign

capitalizes on a change in the product's formula that reduces caloric conte nt. 1955--Herbert Barnet is named President of Pepsi Cola. 1959--Pepsi

debuts

at

the

Moscow

Fair.

Soviet

Premier Khrushchev and U.S. Vice President Nixon share a Pepsi. 1960--Young

adults

become

the target

consumers

and Pepsi's advertising keeps pace with "Now it's Pepsi,

for

those

who

think

young."

1962--Pepsi receives its new logo, the sixth in Pepsi history.

The

accompanying

'serrated' the

bottle

brand's

cap

logo

groundbreaking

debuts, "Pepsi

Generation" ad campaign.

1963--After climbing the Pepsi ladd er from fountain syrup salesman, Donald M. Kendall is named CEO of Pepsi-Cola Company. Pepsi -Cola continues to lead the

soft

drink

industry

in

packaging

innovations,

when the 12-ounce bottle gives way to the 16 -ounce 22 | P a g e

size. Twelve-ounce Pepsi cans are first introduced to the

military

to

transport

soft

drinks

all

over

the

world. 1964--Diet Pepsi, America's first national diet soft drink

debuts.

Pepsi -Cola

acquires

Mountain

the

drink

Dew

from the Tip Corporation. 1965--Expansion

outside

soft

industry

begins. Frito-Lay of Dallas Texas and Pepsi -Cola merge,

forming

PepsiCo,

Inc.

Military

12 -ounce

cans are such a success that full -scale commercial distribution begins. Mountain Dew launches its first campaign, "Yahoo Mountain Dew...It'll tickle your innards." 1970--Pepsi introducing Pepsi

is

leads the

also

the

way

industry's the

first

first

into

metrics

two -liter

company

to

by

bottles.

respond

to

consumer preference with light weight, recyclable, Plastic bottles. Vic Bonomo is named President of Pepsi-Cola. The Pep si World Headquarters moves from Manhattan to Purchase, NY. 1974--First

Pepsi

plant

opens

in

the

U.S.S.R .

Television ads introduce the new theme line, "Hello, Sunshine, Hello Mountain Dew." 1976--Pepsi becomes the single largest soft drink brand sold in A merican supermarkets. The campaign is "Have a Pepsi Day!" and a classic commercial, "Puppies,"

becomes

one

of

23 | P a g e

America's

best -loved

ads. As people get back to basics, Pepsi is there as one of the simple things in life. 1977--At

37,

named

marketing

genius

John

President

Scu llery

is

of -Pepsi-Cola.

1978--The Company experiments with new flavors. Twelve-pack cans are introduced. 1980--Pepsi

becomes number one in sales in the

take home market. 1981--PepsiCo

and

China

reach

agreement

to

manufacture soft drinks, w ith production beginning next year. 1982--Pepsi Free, a caffeine -free cola, is introduced nationwide. Pepsi Challenge activity has penetrated 75%

of

the

U.S.

market.

1983--Mountain Dew launches the "Dew it to it" theme. 1984--Pepsi advertising takes a dramatic turn as Pepsi becomes

"the

choice

of

a

New

Generation."

Lemon Lime Slice, the first major soft drink with real fruit juice, is introduced, creating a new soft drink category, "juice added." In subsequent line of extensions, Mandarin Orange Slice goes on to become the number one orange soft drink in the U.S. Diet Pepsi is reformulated with NutraSweet

(aspartame)

24 | P a g e

brand

sweetener.

1985--After responding to years of decline, Coke loses to Pepsi in preference tests by reformulating. However, the new formula is met with widespread consumer rejection, forcing the re-introduction of the original formulation as "Coca-Cola

Classic."

The cola war takes "one giant sip for mankind," when a Pepsi "space can" is successfully tested aboard the space shuttle. By the end of 1985, the New Generation campaign earns more than 58 major advertising and film-related awards. Pepsi's campaign featuring Lionel Ritchie is the most remembered

in

the

country,

according

to

consumer

preference polls. 1986--Chairman Donald M. Kendall retires and is succeeded

by

international

D.

Wayne

is

Calloway.

acquired

in

7UP

Canada.

Pepsi-Cola acquires Mug Root Beer. 1987-- Pepsi -Cola President Roger Enrico is named President / CEO of Pepsi Co Worldwide Beverages. Pepsi-Cola

World

Headquarters

Purchase

Somers,

New

to

York.

mov es After

a

from 27 -year

absence, Pepsi returns to Broadway with the lighting of

spectacular

new

neon

sign

in

Times

Square.

1988--Craig Weather up is appointed President/CEO of Pepsi-Cola Company. 1989--Pepsi

lunges

into

the

n ext

decade

by

declaring Pepsi lovers "A Generation Ahead." Chris 25 | P a g e

Sinclair

is

named

President

of

Pepsi -Cola

International. Pepsi -Cola introduces an exciting new flavor, Wild Cherry Pepsi. 1990--American Music Award and Grammy winner rap

artist

Young

MC

writ es

and

performs

songs

exclusively for national radio ads for Pepsi. Ray Charles joins the Pepsi family by endorsing Diet Pepsi. The slogan is "You Got the Right One Baby." 1991--Craig E. Weather up is named CEO of Pepsi Cola North America, as Canada become s part of the company's

North

American

operations.

Pepsi

introduces the first beverage bottles containing recycled polyethylene terephthalate (or PET) into the marketplace. The development marks the first time recycled plastic is used in direct contact with food in packaging. 1992--Pepsi -Cola

launches

the

"Gotta

Have

It"

theme which supplants the longstanding "Choice of a

New

Generation."

Pepsi -Cola

and

Lipton

Tea

Partnership is formed. Pepsi will distribute single serve Lipton Original and Lipton Brisk pro ducts. Crystal

Pepsi:

caffeine

free

a

refreshing,

has

100%

clear natural

soda

that

flavors,

is no

preservatives and is low in sodium, goes national. Mountain Dew introduces the popular theme line, "Get Vertical." 1993--Brand

Pepsi

introduces

its

slogan,

"B e

Young. Have Fun. Drink Pepsi." Pepsi -Cola profits 26 | P a g e

surpass $1 billion. Pepsi introduces an innovative 24-can multi pack that satisfies growing consumer demand

for

convenient

large -size

soft

drink

packaging. "The Cube" is easier to carry than the tradition al 24-pack and it fits in the refrigerator. 1994--New

advertising

introducing

Diet

Pepsi's

freshness dating initiative features Pepsi CEO Craig Weather

up

freshness Pepsi

explaining

and

Foods

the

superior

relationship taste

Internatio nal

between

to

consumers.

and

Pepsi -Cola

International merge, creating the PepsiCo Foods and Beverages Company. 1996--In February of this year, Pepsi makes history once again, by launching one of the most ambitious entertainment sites on the World Wide Web. Pepsi World

eventual ly

surpasses

all

expectations,

and

becomes one of the most landed and copied, sites in this new media, firmly establishing Pepsi's presence on the Internet.

1997--In the early part of the year, Pepsi pushes into a new era with the unveiling of the Generat ion Next campaign. Generation Next is about everything that is young and fresh; a celebration of the creative spirit. It is about the kind of attitude that challenges the norm with new ideas, at every step of the way.

PepsiCo. Announces that, effective Oc tober 6th, it will spin off its restaurant division to form Tricon 27 | P a g e

Global Restaurants, Inc. Including Pizza Hut, Taco Bell,

&

KFC,

it

will

be

the

largest

restaurant

company in the world in units and second -largest in sales.

1998--Pepsi celebrates its 100t h anniversary PepsiCo. donate

Chairman

his

salary

and to

CEO

Roger

provide

A.

Enrico

scholarships

for

children of PepsiCo employees. 2000--Although

Pepsi

is

a

great

place

to

work,

Steven Truitt (aka 'struitt') takes his skills and hard work

elsewhere

(for

more

money

of

course!),

therefore putting an end to his Pepsi page! For More information about Pepsi, choose a search engine

and

search

for

'Pepsi'

or

visit

www.pepsi.com or www.Pepsi Co.com. As an MNC, on the globe, Pepsi Foods Ltd is one of the largest soft drink companies in the world with its head quarters in New York. Pepsi entered the Indian soft drink market in 1998 and began its production in May 1990 and soon it was

giving

the

local

contenders

to

run

for

their

money in the soft drink market. It c omes out with dazzling marketing innovation that rocket the cola market

line

selling

the

product

through

function,

Pepsi outlets. Pepsi‘s success in creating a brand 28 | P a g e

almost

from

marketing

scratch

case

in

studies

India are

problems of doing business

is

the

stuff

that

made

of.

Given

t he

in

markets like ours,

Pepsi entered the market as an under -dog. Its first even advantage- it entered before Coke returned -was considerable

reduced

by

the

enormous

export

obligations stepped on the company. Yet right from the

beginning,

Pepsi

demonstrated

a

far

more

focused approached .So while it entered the market like

any

other

MNC,

it

was

quick

to

adapt,

It

realized that consumers, particularly the youth, to whom

it

consciously

better

with

a

brand

reached that

out,

they

would

see

as

identify

global,

yet

Indian, Pepsi was built as a desi brand. Hence its deliberate attempt to build ad campaigns using the popular Hinglish In the process, slogans like, ‗ Y E HI HA I

RIG HT

MA ANGE

CHO ICE

MORE ‖

BAB Y

became

–

A HA ‘

part

of

and

―Y EH

India‘s

DIL

popular

consciousness. When Pepsi lost the bidding battle to sponsor a Cricket tournament to coke, the loss was turned into triumph with the catch line, ―Nothing official

about

it‖.

It

cashed

in

on

the

untapped

consumer aspiration in smaller towns, the hinterlands of metropolitan cities and now days the slogan which is on air is ―Y EH

P YA AS HAI BADI ‖

It showed a rare ability not only to survive, but also grow

through

India‘s

tortuous

policy

twists

and

turns, which threw many other MNC‘s off balance. Its top management team did not suffer from the frequent changes seen at rival, Coke Consequently, it 29 | P a g e

was able to unlike coke, which paid enormous prices to

buy

out

brought

its

established

local

brands,

own

over,

and

stuff

and

Pepsi

pushed

those

aggressively with dealers, retailers and consumers. Right now, it can bark its outstanding success in building a brand that has become synonymous with soft

drinks

across

the

length

country.

30 | P a g e

and

breadth

of

the

SALES AND MARKETING HIERARCHY OF PEPSICO INDIA.

MUM – Marketing Unit Manager: In charge of specific zones (e.g. north, south, east, west) and report to the corporate Office. UM - Unit Manager: In charge of day to day operations and supervision of all the functions within the organizations including

operations,

logistics,

sales

and

distribution,

marketing. The Unit Manager reports to the MUM. 31 | P a g e

TDM - Territory Development Manager: TDM is the in charge of the sales and distribution network of a particular territory within a zone. Responsible for the daily, monthly and annual sales within the territory decides the daily schemes for products and incentives for salespersons. He is also responsible for cost effectiveness, profit generation and profit maximization within the territory.

ADC - Area Development Coordinator: Reports to the TDM, and is in charge of a C & F center and the distributor point in the area. He is directly responsible for any issues in the area and is supposed to ensure the smooth functioning of the entire sales and distribution network in the area. ADC is responsible for timely disposal of any issue faced by the retailers. He decides and approves the boards, displays and hoardings in the area.

CE - Customer Executive: Reports to the ADC and is in charge of the salespersons. He is required to visit the market and accompany every salesperson as frequently as possible. He is the first person to get information about the market / area and is the first contact if the salespersons or retailers

face

issue.

Responsible

for

assigning

achieving daily sales target given to the salespersons.

32 | P a g e

and

PSR

–

Pre-sales

Representative:

They are

the most

important asset for the company as they are the ones who sell

the

products,

customers,

and

are

retain

responsible the

old

for

ones.

acquiring

Their

work

new also

includes informing the retailers about the promotions and any new scheme launched. They are also required to push for the sale of any new product launched in the market and make sure that the retailers are following the company guidelines regarding the launch and the maintenance of Visi coolers. They report to the CE.

DA – Delivery Agent: These are the people who are responsible for delivering the PepsiCo products to the retailers at their outlet with the help of delivery van. Their duty is to supply the products on the basis of invoice issued by the company.

33 | P a g e

Pepsi              



Pepsi Caffeine Free Pepsi Diet Pepsi Caffeine Free Diet Pepsi Diet Pepsi Max Jazz Diet Pepsi Diet Pepsi Lime Diet Pepsi Vanilla Pepsi Wild Cherry Diet Pepsi Wild Cherry Pepsi ONE Sierra Mist Sierra Mist Diet Sierra Mist Sierra Mist Cranberry Splash Sierra Mist Free Cranberry Splash Tropicana

Mountain Dew   

 

 

Mountain Dew Diet Mountain Dew Caffeine Free Mountain Dew Mountain Dew Code Red Diet Mountain Dew Code Red Mountain Dew Livewire Mountain Dew Voltage

Ocean Spray (License)

 

Mug Root Beer Diet Mug Root Beer  Mug Cream Soda  Diet Mug Cream Soda No Fear  No Fear  No Fear Mother load  Sugar Free No Fear Mother load Dole (License)

AMP Energy        

AMP Energy AMP Energy Sugar Free AMP Energy Overdrive AMP Energy Prelaunch AMP Energy Traction AMP Energy Elevate AMP Energy Shot



Tropicana lemonade and punches  Tropicana Light lemonade and punches  Tropicana Twister sodas

Mug Root Beer

SoBe 

SoBe juice drinks, dairy, and teas  SoBe Lean diet juice drinks, dairy, and teas  SoBe Life Water  SoBe

34 | P a g e

Dole juices and juice drinks  Dole Plus fortified juices Outside North America  

Mirinda 7UP (International)  Pepsi Limón  Kas  Teem  Pepsi Max  Pepsi Light  Manzanita Sol  Paso de los Toros  Fruko  Evervess  Yedigun  Shani  Fiesta  D&G (License)  Mandarin

     

Ocean Spray juices Ocean Spray juice drinks Ethos Water (License) Manzanita So Slice Fruit Works juice drinks Mirinda

Adrenaline Rush Aquafina  

Aquafina Aquafina Flavor Splash  Aquafina Sparkling Starbucks (Partnership) 

Frappuccino ready-to-drink coffee  Starbucks Doubleshot  Starbucks Double shot Energy  Starbucks Iced Coffee Lipton (Partnership)   

Lipton Brisk Lipton Iced Tea Lipton Pure Leaf

35 | P a g e



(License) Radical Fruit

PEPSICO INDIA’S EXPANSIVE PORTFOLIO Refreshment beverages

36 | P a g e

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 Everest Soda, Dukes

Lemonade

and

Mangola

spectrum of brand

37 | P a g e

complete

our

diverse

PEPSICO SKU’s

38 | P a g e

FUTURE PLAN OF PEPSICO

Pepsi plans low-cost beverages, snacks to fight anemia PepsiCo India expects to test-market its products to fight anemia among rural women sometime next year. The softdrinks major are working on low-cost prototypes of both beverages and snacks that can deliver the benefit. Mr. Sanjeev Chadha, Chairman, PepsiCo India, in an interview to Business Line, said, ―The price of the product has to be affordable to the bottom of the pyramid; we are looking at a consumer price of between Rs 1 and Rs 2 per serve.‖ This is a global project, he said, with India being the lead country. The product is being developed through close teamwork between our local R&D teams and our global experts. ―The team is making rapid progress. We tried some very exciting prototypes in the past month. The next major step will be clinical trials to ensure that the product delivers in the Indian environment,‖ he elaborated. As per the National Family Health Survey 2005-06, 50 per cent of young Indian women, irrespective of income, suffer from iron deficiency.

Aug 7, 2009

-

Frito-Lay India announces Chitrangda Singh as the new face of Aliva

Aug 3, 2009

-

TA Sekar & Wasim Akram Impressed with India‘s Gen-Next of pace bowling at the 39 | P a g e

Gatorade Centre for Pace Excellence Aug 3, 2009

-

PepsiCo‘s Nimbooz makes its debut in Tamil Nadu

July 29, 2009

-

PepsiCo India shows revolutionary results with its Direct Seeding initiative

July 27, 2009

-

PepsiCo's Karnataka

July 27, 2009

-

Pace Legend Wasim Akram inaugurates "Gatorade centre for pace excellence ―in Delhi

June 4, 2009

-

Frito-Lay India Delivers a Cracker of a Launch with Aliva

June 1, 2009

- PepsiCo Doubles Investment in India in 2009

Nimbooz

makes

its

debut

in

May 27, 2009

- Pepsi‘s ‗First Ball ka Captain‘

May 12, 2009

-

Think gold this summer with 7UP ‗Sone Ke Nimbu‘ offer

May 12, 2009

-

Pepsi signs on boxing champion Singh as its new Brand Ambassador!

May 09, 2009

- Diet Pepsi dons a new look and gets slimmer

April 28, Kurkure 2009 Avatar!

Desi

Beats

in

a

Vijender

Crunchy

Wheat

April 15, Nimbooz gives ‗Ekdum Asli Indian‘ tadka to 2009 IPL ‗09 Pepsi Bowls Youngistaan over - Exciting, New, April 01, - Promotion at the ICC World Cup Twenty 20, 2009 England '09 40 | P a g e

March 19, 2009

PepsiCo ushers a wave of change with the all - new, punchier & more powerful Pepsi for Andhra Pradesh

March 05, 2009

-

Mountain Dew unveils its new thematic TVC for 2009 'Darr Ke Aaagey Jeet Hai'

March 05, 2009

-

Mountain Dew unveils its new thematic TVC for 2009 'Darr Ke Aaagey Jeet Hai'

February Pepsi to quench the thirst of mighty Mumbai 27, 2009 Indians at IPL 2009 February 7UP partners with Chennai Super Kings for IPL 27, 2009 2009 February PepsiCo launches 27, 2009 nimbu paani

Nimbooz,

India's

favorite

February Katrina and Slice entice consumers to give into 25, 2009 Pure Mango Pleasure with its new campaign February Mirinda unveils its Summer 23, 2009 Tamil Nadu with Asin

Campaign

for

Gatorade launches fast bowling training February - academy in India ropes in Wasim Akram to 13, 2009 coach budding pace bowlers February Pyaas badi ya connection? Pepsi re-thinks for 11, 2009 ‗Youngistaan‘ February Refresh your senses with 7UP's new thematic 05, 2009 campaign - 'Mood ko do Lemon ka Lift' January 29, 2009

-

Pepsi partners with T-10 Gully Cricket as its official beverage sponsor!

41 | P a g e

CHAPTER III

RESEARCH DESIGN AND METHODOLOGY

INTRODUCTION Marketing

Research

is

a

process

of

collecting

and

analyzing marketing and ultimately to arrive at a certain conclusion. Aradhana Soft Drink Company Is a concern which is marketing the product having different brands of soft drink. Thus a survey method of marketing research is essentially

exploratory

in

nature.

Thus

I

opted

for

―Questionnaire‖ method for conductive survey about the marketing of Pepsi through retailer in Kanpur (south) region.

Data source: - The various source of information broadly divided in 2 categories. (a) Primary source:Source gathered

from

where

directly

first

are

hand

called

information

primary

source

are and

information thus collected is called primary data. In this

study

the

primary

data

RETAILER.

42 | P a g e

was

collected

from

(b) Secondary source: The data that are c ollected for other purposes already exist

somewhere

regard

to

records

my

of

is

study

the

called the

secondary

secondary

company,

data.

sources

Magazines,

With where

websites,

previous research on relevant topic and newspapers .

Research Type:Exploratory research: Exploratory research provides insights into and comprehension of an issue or situation. It should draw definitive conclusions only with extreme caution. Exploratory

research

is

a

type

of

research

conducted

because a problem has not been clearly defined.

Data collection technique 1) Primary Data: 2)

Secondary

Questionnaire Method.

Data:-

Website,

Books,

publications & previous years project report.

43 | P a g e

company

Sample Description 1. Sampling technique: Non-probability sampling (judgmental) 2. Sample size: - 100 retailers supplying PepsiCo brands in Kanpur south. Sample analysis was done by means of statistical tools.

44 | P a g e

CHAPTER IV

CONCEPTUAL BACKGROUND

“Market

survey

of

PepsiCo

Retailers

on

display

effectiveness” The information related to the objectives of the study i.e. A personal interview with each retailer with the help

of

questionnaire

collecting

information

was

selected

regarding

my

as

the

method

objectives

of

of the

study. The questionnaire was used in Kanpur (south) to facilitate tabulation and analysis of data was designed for segment retailers. I have collected the information regarding the display of the product in visi-cooler from PepsiCo retailers that how they are performing the task about the display of the product.

Whether

they

are

following

the

company

guidelines or setting their own standard while putting soft drink visible to the consumer in the premise of their outlet as a part visual merchandising. The questionnaire was prepared by me and I was also filled questionnaire myself while interviewing the retailers. I used to go every outlet which is given by company and these outlets were not performing up to the mark of PepsiCo‘s 45 | P a g e

guideline.

For interview as far as those languages were

used which they can understand clearly; such as Hindi & English. This is a comprehensive master plan of the study undertaken, given a general statement of the method used and procedure followed. These information were collected through the questionnaire method

which

included

questions

on

finding

out

information related to Planogram, status of visi-charging, impact of prime location of Visi-cooler on sale & display of the

products

in

the

premise

of

outlet

as

a

part

of

merchandising. The display of the products plays a very significant role in marketing of cold -drinks. Display can be termed as the orderly, systematic, logical & intelligent way of putting stock on the floor.

It

planning, space

has

several

store

design,

mannequins.

aspects

windows fixture

As

& &

retailing

and

floor

involves dis plays,

hardware, becomes

props

SKU signs, and

increasingly

complex, creating the right atmosphere in the store and presenting the merchandise in the right manner becomes more & more important. To produce good di splay, it is vital to understand the product and the customer. Good display means a selling space that is neat, easy to see, follow and shop. It means merchandise arranged in a manner that enables the customer to buy quickly, efficiently and comfortably. 46 | P a g e

Planogram A Planogram is a tool used by the retailer that helps determine

the

department.

It

communicates physically

location

fit

is

a

how onto

of

merchandise

diagram

that

merchandise

a

store

fixture

within

and or

a

visually props

window,

to

allow for pro per visibility and price point options. A Planogram factors

like

is

created

product

after

sales,

taking the

into

movement

account of

the

products within the product category and the space required for various products. They usually list the exact number of square feet used for the various products and the exact number of products to be displayed in a particular

The

various tools adopted by

the company

for

improving display effectiveness are as follows

DISPLAY ADVERTISMENT Display advertising is a type of advertising that typically contains text (i.e., copy), logos, photographs or other images, location maps, and similar items. In periodicals, display advertising can appear on the same page as, or on the page adjacent to, general editorial content. In contrast, classified advertising generally appears in a distinct section, was traditionally text-only, and was available in a limited selection of typefaces. 47 | P a g e

Display advertisements are not required to contain images, audio, or video: Textual advertisements are also used where text

may

be

more

appropriate

or

more

effective.

An

example of textual advertisements is commercial messages sent to mobile device users. One

common

form

of

display

advertising

involves

billboards.

ADVERTISMENT Advertising is a form of communication used in helping sell products and services. Typically it communicates a message including the name of the product or service and how that product or service could potentially benefit the consumer. Advertising often attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service. Modern advertising developed with the rise of mass production in the late 19th and early 20th centuries. Many advertisements are designed to generate increased consumption of those products and services through the creation and reinvention of the "brand image". For these purposes,

advertisements

sometimes

embed

their

persuasive message with factual information. There are many media used to deliver these messages, including traditional

media

such

as

television,

radio,

cinema,

magazines, newspapers, video games, the carrier bags, billboards, mail or post and Internet marketing. Today, new 48 | P a g e

media such as digital signage is growing as a major new mass media. Advertising is often placed by an advertising agency on behalf of a company or other organization. Organizations that frequently spend large sums of money on advertising that sells what is not, strictly speaking, a product or service include political parties, interest groups, religious organizations, and military recruiters. Non-profit organizations are not typical advertising clients, and may rely on free modes of persuasion, such as public service announcements. Money spent on advertising has increased dramatically in recent years. In 2007, spending on advertising has been estimated at over $150 billion in the United States and $385 billion worldwide, and the latter to exceed $450 billion by 2010. While advertising can be seen as necessary for economic growth,

it

is

not

without

social

costs.

Unsolicited

Commercial Email and other forms of spam have become so prevalent as to have become a major nuisance to users of these services, as well as being a financial burden on internet service providers.

Advertising is increasingly

invading public spaces, such as schools, which some critics argue

is

a

form

of

child

advertising frequently uses

exploitation. psychological

In

addition,

pressure

(for

example, appealing to feelings of inadequacy) on the intended consumer, which may be harmful.

49 | P a g e

BANNER A banner is a flag or other piece of cloth bearing a symbol, logo, slogan or other message. Banner-making is an ancient craft. The word derives from late Latin bandum, a cloth out of which a flag is made (Latin banderia, Italian bandiera). German developed the word to mean an official edict or proclamation and since such written orders often prohibited some

form

of

human

activity,

bandum

assumed

the

meaning of a ban, control, interdict or excommunication. Banns

has

the

same

origin

meaning

an

official

proclamation, and abandon means to change loyalty or disobey orders, semantically "to leave the cloth or flag".

ADVERTISING BANNER These

are

often

made

commercially

on

a

plastic

background. The banner industry has been evolving from the traditional cut-vinyl banners to banners printed with large format & wide format inkjet printers on various vinyl and fabric materials using solvent inks and up-curable inks. Advertisements on the Internet which carry the shape of a banner are also commonly called "banners".

50 | P a g e

BILLBOARD A billboard is a large outdoor advertising structure (a billing board), typically found in high traffic areas such as alongside

busy

advertisements

roads.

to

Billboards

passing

present

pedestrians

and

large drivers.

Typically showing large, ostensibly witty slogans, and distinctive visuals, billboards are highly visible in the top designated market areas. Bulletins are the largest, most impactful standard-size billboards. Located primarily on major highways, expressways or principal arterials, they command

high-density

consumer

exposure

(mostly

to

vehicular traffic). Bulletins afford greatest visibility due not only

to

their

"customizing"

size,

but

through

because

they

extensions

allow

and

creative

embellishments.

Billboards are a great place to advertise business because rather

than

you

having

to

find

your

customers, your

customers will find your advertising. Posters are the other common form of billboard advertising, located chiefly in commercial and industrial areas on primary and secondary arterial roads. Posters are a smaller format

than

residents

and

bulletins

and

commuter

are

traffic,

viewed with

principally

some

by

pedestrian

exposure.

POSTER A poster is any piece of printed paper designed to be attached to a wall or vertical surface. Typically posters 51 | P a g e

include both textual and graphic elements, although a poster may be either wholly graphical or wholly textual. Posters are designed to be both eye-catching and convey information. Posters may be used for many purposes, and they are a frequent tool of advertisers (particularly of events, musicians and films), propagandists, protestors and other groups trying to communicate a message. Posters are also used for reproductions of artwork, particularly famous works, and are generally low-cost compared to original artwork. Another type of poster is educational posters, which may be about a particular subject for educational purposes. Many people also collect posters, and some famous posters have themselves become quite valuable, collectors and vintage posters are usually framed and matted. Posters may be any size.

SIGNAGE Signage is any kind of visual graphics created to display information to a particular audience. This is typically manifested in the form of way finding information in places such as streets or inside/outside of buildings.

Types of signage: 

Oil Stock sign - massive signage for Oil Stockade.



Street signage - signs stamped out of metal with lettering embossed or printed (or both). 52 | P a g e



Neon signage - Electric lighting



Modular signage - A signage system that consists of pre designed elementary units.



Custom-made signage - Signs that are built from scratch to suit a specific requirement presented by a client or a specific project.



MCFT (Modular Curved Frame Technology) — A contemporary fusion between custom-made signage and modular sign systems that features a curved profile.



LED sign (light-emitting diodes technology) — LED lighting

Architectural Signage/Way finding Systems - A unified system of signs for a single facility that aid in way finding and

identification

of

specific

destinations

within

the

facility. Signs include building and room identification signs, directional and informational signs and regulatory signs. In the US, all such systems must comply with the ADA.

53 | P a g e

CHAPTER V

DATA PRESENTATION, ANALYSIS AND INTERPRETATION

There are more than 200 outlets are exist in study area including Rawatpur, Pandu nagar & Ashok nagar but due to time constraint those outlets are given to me by Sameer sir which

are

not

performing

better

up

to

the

mark

of

PepsiCo‘s guidelines. In Ashok nagar area only 48 outlets are assigned to me & remaining outlets I had visited were under the aegis of Rawatpur & Pandu nagar.

Areas covered by me are 1) Rawatpur 2) Ashok nagar 3) Pandu nagar

54 | P a g e

Type of outlet

Outlet type Convenience Grocery Eatery Total

Respondents 38 45 17 100

%age 38 45 17 100%

outlet type

17% 38%

conveniance grocery eatery

45%

Interpretation: from the above chart we can conclude that grocery shop (45%) followed by convenience store (38%) are having majority of PepsiCo outlet. 55 | P a g e

1. Most popular brands of PepsiCo.

Brands Pepsi Mirinda 7up Mountain dew Slice Total

Respondents 08 27 15 43 07 100

%age 08 27 15 43 07 100%

Most popular brands 7%

8%

27%

Pepsi Mirinda 7up

43%

Mountain dew Slice

15%

Interpretation: from the above chart we can observe that Mountain Dew (45%) followed by Mirinda (27%) is the leading brands (in terms of sales) of PepsiCo in Kanpur south. 56 | P a g e

2. Effect of advertisement on sales.

Parameter Yes No Total

Respondents 66 34 100

%age 66 34 100%

advertisment effect

34%

Yes No 66%

Interpretation: The above pie chart suggests that sales of PepsiCo brands are affected by advertisement campaign.

57 | P a g e

3. Seasonal shortage of popular PepsiCo brands.

Option 0 times 1 times 2 times More than 2 times Total

Respondents 07 12 35 46 100

%age 07 12 35 46 100%

Sessional shortage of brands 7% 12% 46%

0 times 1 times 2 times More than 2 times 35%

Interpretation: From the above pie chart it is clear that majority of the retailer faces shortage of soft drinks 2 or more than 2 times. 58 | P a g e

4. Scheme attraction, provided by PepsiCo.

Schemes Free bottles on crate

Respondents 48

%age 48

Monopoly discount Brands display scheme Target based profit Total

31 06 15 100

31 06 15 100%

schemes by PepsiCo 15% 6% 48%

Free botteles on crate Monopoly discount Brands display scheme Target based frofit

31%

Interpretation: The above chart clearly shows that 48% of the retailers like free bottles scheme followed by 31% who prefer monopoly discount. 59 | P a g e

5. Behavior of PepsiCo officials.

Behavior

Respondents

%age

Excellent Good Satisfactory Poor Very poor Total

03 12 41 31 13 100

03 12 41 31 13 100%

officials behaviour 13%

3%

12%

Excellent Good Satisfactory 31%

Poor Very poor 41%

Interpretation: It is clear from the above chart that behavior of officials is not up to the mark. Only 56% retailers are satisfied (including excellent, good & satisfactory behavior). 60 | P a g e

6. Performance level of visi-cooler.

Performance level Excellent Good Satisfactory Poor Very poor Total

Respondents

%age

21 58 09 09 03 100

21 58 09 09 03 100%

visi-cooler performance 9%

3% 21%

9% Excellent Good Satisfactory Poor Very poor

58%

Interpretation: from the above chart we can conclude that performance level of visi-cooler is up to the mark. It is happen due to frequent visit of technician. 61 | P a g e

7. Retailer’s opinion on planogram (POG).

Option Strictly followed Wastage of time Followed with some changes Useless Total

Respondents 04 27 45

%age 04 27 45

24 100

24 100%

Responses for Planogram 4% 24% 27% Strictly followed Wastage of time Followed with some changes Useless

45%

Interpretation: The above chart shows activation of planogram in which 45% of the retailers had said that some changes is necessary followed by 27% of the retailers who said that it is wastage of time. 62 | P a g e

8. Status of visi-charging on avg. customer visit.

Visi charging status 0-20% 21-40% 41-70% More than 70% Total

Respondents 02 34 45 19 100

%age 02 34 45 19 100%

Visi charging status 2% 19% 34% 0-20% 21-40% 41-70% More than 70%

45%

Interpretation: from the above chart we can conclude that avg. visi charging is lies between 41% to 70%. This is not up to the avg. level fixed by PepsiCo. 63 | P a g e

9. Daily Sales of PepsiCo products in crates in a day.

No. of crates 1 to 2 2 to 4 4 to 6 More than 6 Total

Respondents 07 12 58 23 100

%age 07 12 58 23 100%

daily sales of crates 7% 23%

12%

1 to 2 2 to 4 4 to 6 More than 6

58%

Interpretation: from the above pie chart we can assume that 58% of the retailers sold the 4 to 6 crates per day followed by 23% retailers who sell more than 6 crates. 64 | P a g e

10. Peak session for soft drink sale.

Session Jan. to mar. April to June July to sep. Oct. to dec. Total

Respondents 00 56 44 00 100

%age 00 56 44 00 100%

Sessional sale of soft drink 0%

44% Jan. to mar. April to june 56%

July to sep. Oct. to dec.

Interpretation: it is clear from the above chart that the sale of PepsiCo products is more in April to June session 65 | P a g e

11. Effectiveness of Sales promotion technique of PepsiCo regarding Nimbooz.

Promotional effectiveness Excellent Good Satisfactory Poor Very poor Total

Respondents

%age

00 27 51 19 03 100

00 27 51 19 03 100%

Sales promotion technique of Nimbooz 3% 0% 19%

27% Excellent Good Satisfactory Poor Very poor

51%

Interpretation: it is inferred from the above table that the Sales promotion technique of its newly launched product Nimbooz is satisfactory in the eyes of retailers. 66 | P a g e

12. Sales impact of prime location of visi-cooler.

Option Highly increased Medium increased Low increased No effect Total

Respondents 37 29 20 14 100

%age 37 29 20 14 100%

prime location impact on sale 14% 37% 20%

Highly increased Medium increased Low increased No effect

29%

Interpretation: from the above chart we can conclude that the location of visi-cooler in outlet play very vital role in improvement of sales. 67 | P a g e

13.

Display of crates as a part of Merchandising in outlet.

Crate display 2 to 4 4 to 6 6 to 8 More than 8 Total

Respondents 27 42 20 11 100

%age 27 42 20 11 100%

Merchandising 11% 27% 20% 2 to 4 4 to 6 6 to 8 More than 8

42%

Interpretation: from the above chart we can infer that 42% outlets are displaying the 4 to 6 crates as a part of merchandising. 68 | P a g e

14. Problem solving approach of PepsiCo officials.

Option 1 to 2 days 2 to 3 days 3 to 4 days More than 4 Total

Respondents 21 15 19 45 100

%age 21 15 19 45 100%

problem solving approach 21%

45%

1 to 2 days 2 to 3 days 15%

3 to 4 days More than 4

19%

Interpretation: from the above chart we can conclude that PepsiCo is not considering much focus on retailer‘s problem. 69 | P a g e

15. Satisfaction from execution done by PepsiCo.

Option Yes No Can‘t say Total

Respondents 24 68 08 100

%age 24 68 08 100%

Satisfaction from execution 8% 24%

Yes No Can’t say

68%

Interpretation: from the above chart we can infer that 68% of the retailers are not satisfied by the execution done by PepsiCo at their outlet. 70 | P a g e

CHAPTER VI

FINDINGS, SUGGESTIONS & CONCLUSION FINDINGS 

On the basis of questionnaire I have found that sale of mountain dew is more as compare to the other soft drink brand of PepsiCo.



Most of the retailers like free bottles scheme because it is more profitable than monopoly & target based benefit respectively.



I was also observed that official‘s behavior is not up to the mark because there are lots of complained by retailers regarding visit of the official‘s at their outlet.



Majority of the retailers are satisfied with the performance level of their visi-cooler



It has seen that retailers are not happy about the activation of planogram. They think that it is affecting their sale.



58% of the respondents sells 4 to 6 crates in a day, while 23% retailers sells more than 6 crate each day.



Peak session of sales of soft drink is April to June, 56% retailers agree with this statement; while 44% said that peak session is July to Sep.



There is a very good response of newly launched product Nimbooz.



Prime location of visi-cooler plays very vital role in improvement of soft drink sales.



42% of the retailers display 4 to 6 crates as a part of merchandising, while 27%, 20%, & 11% are followed by displaying 2 to 4, 6 to 8, & more than 8 respectively.



45% of the retailers are unhappy with PepsiCo because they are very careless about sorting out their problem.



I have found that 68% of the retailers are not satisfied with the execution done by PepsiCo.

71 | P a g e

SUGGESTIONS  PepsiCo should start the manufacturing of its own packaged water pouch under the brand of Aquafina so that there will be no problem of Visi-impurity. From this step PepsiCo‘s product line as well as its revenue would be increased.  Company should motivate their competent and honest salesman so that they could provide schemes to the retailers & make them happy  Supply van from warehouse should be departed on time so that there would be no delay in delivery of product. From this step retailers will be happier.  It is often seen that some salesman‘s don‘t intimate schemes to the retailer & few of the retailer complaint about

it.

So

there

should

be

frequent

visits

of

Customer Executives to their respective areas to keep the shop-keepers benefited with various schemes.  Most of the retailers are complaining about nonfulfillment of commitment regarding their leakage & breakage. Company should make sure that the retailers get fulfill their commitment on this issue so that they will be satisfied.  PepsiCo should try to give some credit facility to the distributors & retailers so that they can bring brands more

than

their

credit

worthiness

&

try

to

sell

maximum no of SKU from their outlet.  Proper feedback system should be develop by its officials & ensure a randomly visit of outlet by them. It will help to build a strong & healthy relationship between company & retailer 72 | P a g e

CONCLUSION

 The study reveals that the market share of Pepsi in

Rawatpur

compared

&

to

Ashok

nagar

Coca-Cola

is

area

39%.

is

61%

Thus

as

Pepsi

having a clear edge over Coca -Cola.  Services

after

sales

of

Pepsi

is

not

up

to

satisfaction level is because, I found that few retailers are active in display of Visi coolers and glow sign boards provided by the company. But in few outlets display system is out of order or not properly working for the last few months or a year, thus Pepsi management being casual in this area. The rival company Coca -Cola being very quick in this area.  Number of route vehicles for delivery of goods is less than the required on e for proper coverage of whole area of Kanpur. Thus, just -in-time and efficient delivery is affected.  Comparative

advantage

of

Pepsi -field

sales

personals are there to keep an eye on the whole market

and

arises.

Two

transparency

to

approach

way in

where

the

commun ications

business.

Whereas

problem

occurs

for

Coca -Cola

Company is weak in this fields.  The study reveals the immediate steps are not taken

in

the

replacement

of

damaged

or

breakage goods. The rival company. Coca -Cola is very quick in this area and efficient also.

73 | P a g e

 The

study

reveals

that

(point-of-purchase)

there

materials

is in

lack few

of

POP

areas

of

commitment

of

Kanpur region.  The

study

reveals

that

the

supplying gift items or incentive is not carried out on scheduled time.  The study reveals th at in prompting soft drinks in a market, advertising media like glow sign boards, hoardings, painting etc. plays a vital role in grabbing interest of an outlets to sell soft drinks. Some areas of Kanpur region are not equipped

somehow

with

these

advertisin g

media. This media of advertising is used by both the companies (Pepsi & Coca -Cola) only for its consumer. This helps the company to let the consumer know what their product is all about to an edge its competitors.  The study reveals that the Cola flavor o f Pepsi is very mild in taste as compared to the Cola brand of coca-cola, Thumps up.

74 | P a g e

BIBLIOGRAPHY

REFRENCE BOOKS

 G.C. Beri, Marketing Research, 3rd edition, Mc Millan India Ltd.  Ramaswamy

&

Namakumari,

Marketing

Management, 3rd edition, Mc Millan India Ltd.  Philip Kotler, Marketing Management, 11th edition, Prentice hall of India.  C.R. Kothari, Research Methodology  Swapna pradhan, Retailing Management, 2nd edition, TATA McGraw-Hill publishing co.

WEBSITES

 www.Pepsico.com  www.Pepsizone.com  www.google.com  www.pepsiindia.com  www.wikipedia.com  www.pdfcoke.com 75 | P a g e

APPENDIX/ANNEXURE

QUESTIONNAIRE

Name of outlet:

.…………………………

Contact no.

.…………………………

Outlet ID:

………………………….

Owner‘s name:

………………………….

Type of outlet: (a) Convenience

(b) Grocery

(c) Eatery

(d) Pan shop

(1) Which brand you sell the most from your outlet? a) Pepsi

b) Mirinda

c) 7up

d) Mountain Dew

e) Slice (2) Did the advertisement affect the sale of your outlet? a) Yes

b) No

(3) How many times you faced the shortage of the popular brand of PepsiCo in a session? a) 0 times

b) 1 times 76 | P a g e

c) 2 times

d) more than 2 times

(4) Which type of scheme‘s provided by PepsiCo attracts you? a) Free bottles on crate

b) Monopoly discount

c) Brand Display scheme

d) Target based benefits

(5) What kind of behavior do officials have? a) Excellent

b) good

c) Satisfactory

d) poor

e) Very poor (6) What is the performance level of Visi-cooler? a) Excellent

b) good

c) Satisfactory

d) poor

e) Very poor (7) What do you think about Plano gram (POG)? a) Strictly followed

b) wastage of time

c) Followed with some changes

d) useless

(8) On an average customer visit, what is the status of Visicharging? a) 0-20%

b) 21-40%

c) 41-70%

d) more than 70%

(9) How many crates you sell in a day? a) 1 to 2

b) 2 to 4

c) 4 to 6

d) more than 6 77 | P a g e

(10) In which session sale of soft drink is more? a) Jan. to Mar.

b) April to June

c) July to Sep.

d) Oct. to Dec.

(11) In your opinion, up to what extent sales promotion technique of PepsiCo regarding Nimbooz has been succeeded? (Level wise) a) Excellent

b) Good

c) Satisfactory

d) Poor

e) Very poor (12) What is the impact of prime location of Visi-cooler on your sale? a) Highly increased

b) Medium increase

c) Low increase

d) No effect

(13) How many crate‘s you display in the premise of your outlet as a part of merchandising? a) 2 to 4

b) 4 to 6

c) 6 to 8

d) more than 8

(14) PepsiCo sort out your problem withina) 1 to 2 days

b) 2 to 3 days

c) 3 to 4 days

d) more than 4 days

(15) Are you satisfied with the execution done by PepsiCo at your outlet? a) Yes

b) No

c) Can‘t say

78 | P a g e

PLANOGRAM

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