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“Market Expansion Strategies Of PepsiCo In Surat”“Market Expansion Strategies Of PepsiCo In Surat”

S.K PATEL INSTITUTE OF

MANAGEMENT & COMPUTER STUDIES

Submitted by: Submitted to: Ronak Shah Mr. Dinanath Pai (G.M Sales Development, Gujarat)

Acknowledgements

• We are heartily thankful to ‘PepsiCo India Holdings Pvt.

Ltd.’ for providing us this golden opportunity to include us

the project of EDS.

• We also thankful to Dinanath sir, Ajay sir, Jimit sir,

Mahendra sir, Neha mam and Om sir, Bhavin sir, who

have helped us throughout the project directly or

indirectly.

Objectives

• To find out market share of PCX and CCX

• To find out assessment of EDS

• To find out status of outlet pure/impure

• Brand competition

The Project

1. Phase . -EDS (Each dealer survey)

2. Phase -Crack outlets / outlets activation

3. Phase

-Supervise the PSR

What is EDS and why EDS ?

• Basically EDS means Each Dealer Survey.

– Conduct a market research on the number of outlets of PCX or CCX or none in a particular allocated area.

– Note of reasons of not been using PCX products

– See the probability of converting of conversion of outlet

– And finally, convince him to buy PCX products.

Sample EDS

Expectations

• The expectations behind this project was to increase volume of PCX by increase the number of outlet.

• Find more outlets, whether it is a medical store, grocery store or any store that can less soft drinks.

• At the end of the day, give the break up report to concern person i.e how many are non buyers and non Pepsi

Net Results

Net result

• Area name: Bamroli, chawta bazar, chowk bazar, dabholi, golvad, heera bazar, lal darwaja, chopadpati, navsari bazar, railway station, rampura

• Outlets visited: 330

• Non Pepsi: 126

• Non buyers: 48

• Outlets that can be converted: 50

Area wise details

• Railway station: total outlets: 92 non pepsi: 46 non buyer: 6• Bamroli gham and road: total outlets: 17 non pepsi: 13 non buyer: 0• Heera bazar: Total outlets: 35 Non pepsi: 16 Non buyers: 11

dabholi gham and road: Total outlets: 28 Non pepsi: 17 Non buyer: 3 chauta bazar: total outlets: 28 non pepsi : 5 non buyers : 5 Gopipura: total outlets: 28 non pepsi: 5 Non buyer: 6

Laldarvaja : total outlets: 28 Chowk: non pepsi : 5 total outlets: 18 non buyers: 6 non pepsi: 3Golvad: non buyer: 2 total outlets: 12 non pepsi: 8 Navsari bazar: non buyers: 0 total outlets: 10

non pepsi: 2 non buyers: 1Rampura: total outlets: 29 Reshamvada: non pepsi: 3 total outlets: 18 non buyers: 9 non pepsi: 4

Reasons for not converting into Pepsi

• Service .

• Discount.

• Ready stock needed in some areas

• Getting cooler not on time .

• Delivery not on time .

• All the products are not available.

• Distributer problems.

Phase 2

outlet activation

Outlets cracking

Area name:

Bamroli, chawta bazar, chowk bazar, dabholi, golvad, heera bazar, lal darwaja, chopadpati, navsari bazar,railway station, rampura And Adajan.

• Total outlets visited: 330

• Non buyers of Pepsi: 48

• Number of outlets cracked:33

Supervise to PSR

Phase 3

Work with PSR

• In this work, we were going with psr on their route and saw that they are working on this below step or not ?

• 1. wishing to customer• 2. store checking• 3. merchandise• 4. charging• 5. pure• 6. POG• 7. Order

Findings

• Before a year PCX has a problem of changing the distributorship.

• Due to frequent change in PSRs, we are not able to develop relations with retailers.

• Late approach of PSRs to new outlets .

Findings (cont’d)

• Good working environment for employs to work

• Misuse of ‘Samna’

• In the case of scheme Pepsi is providing better schemes than Coca Cola.

• In the case of mineral water under brand name Aquafina, is selling more than Kinley.

• Coca Cola is market leader and Pepsi is the market challenger in the whole surat market.

• Credit are also given to the regulary taking our products and pepsi monopoly shops .

suggestion

• Another brand of Cola flavor should be introduced and it should have strong taste and more fizz so as to attract the customers who like Thumps up more than Pepsi.

• Pepsi fridge and racks should be make easily available for the retailers so that they survey the purpose of visibility as they say – “JO DIKHEGA WOHI BIKEGA”.

• Supply should be in time.

• Ready stock needed at some core areas.• The company should concentrate on the brand

awareness of its product.

THANK YOU..!!!