pepsico company

8/2/2019 Pepsico Company

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PEPSICO PROFILE

PepsiCo is a world leader in convenient foods and beverages, with 2008

revenues of more than $29 billion and 153,000 employees. The company

consists of Frito-Lay North America, PepsiCo Beverages North America,

PepsiCo International and Quaker Foods North America. PepsiCo brands are

available in nearly 200 countries and territories and generate sales at the retail

level of about $78 billion.

Many of PepsiCo's brand names are more than 100-years-old, but the corporation

is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-

Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with

The Quaker Oats Company, including Gatorade, in 2001.

PepsiCo offers product choices to meet a broad variety of needs and preference

-- from fun-for-you items to product choices that contribute to healthier

lifestyles.

PepsiCos 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.

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http://www.pepsiworld.com/


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PepsiCo, Inc. is one of the world's largest food and beverage companies. The

company's principal businesses include:

Frito-Lay snacks

Pepsi-Cola beverages

Gatorade sports drinks

Tropicana juices

Quaker Foods

PepsiCo, Inc. was founded in 1965 through the merger of Pepsi-Cola and Frito-

Lay. Tropicana was acquired in 1998. In 2001, PepsiCo merged with the Quaker

Oats Company, creating the worlds fifth-largest food and beverage company,

with 15 brands each generating more than $1 billion in annual retail sales.

PepsiCos success is the result of superior products, high standards of

performance, distinctive competitive strategies and the high level of integrity of

our people.

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PEPSICO INTERNATIONAL

Pepsi-Cola began selling its products outside the United States and Canada in the

mid-1930s, opening in the United Kingdom in 1936. Operations grew rapidly

beginning in the 1950s. Today, PepsiCo beverages are available in more than

170 countries and territories. Brands include Aquafina, Gatorade and Tropicana.

In addition to brands marketed in the United States, PepsiCo International brands

include Mirinda, Seven-Up and many local brands.

PepsiCo began its international snack food operations in 1966. Today, products

are available in nearly 170 countries. Often PepsiCo snack food products are

known by local names. These names include Gamesa and Sabritas in Mexico,

Walkers in the United Kingdom, Simths in Australia, Matutano in Spain, Elma

Chips in Brazil, and others. The company markets Frito-Lay brands on a global

level, and introduces unique products for local tastes.

PepsiCo World Headquarters is located in New York. It is traded on the New

York Stock Exchange under the symbol PEP. The company it formed for its

distribution and bottling business is the Pepsi Bottling Group, trading on the

NYSE under the symbol PBG.

PepsiCos success is the result of superior products, high standards of

performance, distinctive competitive strategies and the high integrity of our

people.

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PEPSI BOTTLING GROUP, PEOPLE:

Chairman & Chief Executive - John T. Cahill

Senior Vice President & Chief Financial Officer - Alfred H. Drewes

Senior Vice President, Secretary & General Counsel - Pamela C. McGuire

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PEPSICO. MISSION

To be the world's

Premier

Consumer Products

CompanyFocused on convenient

Foods and beverages.

PEPSICOS SUSTAINABLE ADVANTAGE

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Three major sustainable advantages give PepsiCo a competitive edge as we

operate in the global marketplace:

(1) Big, muscular brands;

(2) Proven ability to innovate and create differentiated products; and

(3) Powerful go-to-market systems.

Making it all work are our extraordinarily talented and dedicated people.

When we take these competitive advantages and invest in them with dollars

generated from top-line growth and cost-saving initiatives, we sustain a value

cycle for our shareholders.

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In essence, investing in innovation fuels the building of our brands.

This in turn drives top-line growth.

Dollars from that top-line growth are strategically reinvested back into new

products and other innovation, along with cost-savings projects. Thus, the cycle

continues.

SWOT ANALYSIS

STRENGTHS

It is company owned bottling operation (COBO) plant of worlds most

famous soft drink giant Pepsi co international.

It employs latest technology and well-equipped plant & machinery forproduction and bottling of soft drink.

It has a competent sales force.

Company has a very strong distribution and well built market andcurrently it holds good market share in market.

Coke s distribution is not as good Pepsi has in market. So Pepsi shouldtake benefit of the opportunity.

WEAKNESS

More Emphasis is given to large retailers.

Distribution network is not up to the mark in the rural areas.

Promotional activities are not adequate in the rural areas.

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OPPORTUNITY

As per the consumption of soft drink in India, Pepsi advertises itsproducts properly, and then it can certainly increase its market share.

India lives in rural areas & these markets are still unexplored. Infactthese market are of much more potential for soft drink.

Selection of the effective & Result oriented distributors for wide spreaddistribution.

THREATS

Introduction of various Promotion schemes by coca cola competitors ofPepsi.

Delay in the distribution due to multiple reasons.

Products of the competitors are available at low prices compared toPepsi (some time).

Bias behavior of some of the distributor to retailers.

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THE OBJECTIVE OF THE STUDY

SHARE MAPPING OF PEPSI

To calculate the accurate share of Pepsi in market.

To find the most demanded brand among the soft drink industry.

To gain complete information about the product from market.

To know the source of water (Aquafina).

To know the source of Pet (500 ml & 2 ltr both).

To know the about the chilling equipments given by the company.

To find various promotional strategies.

DISTRIBUTION & ITS CORRECTIVE ACTION.

To get the knowledge of the distribution in the market.

Route agent s approach for selling.

Company Official and Customer Executives approach toward the

retailers. How much quick they are to solve the problems of retailers.

Distributors Role in solving problems in the market and

Are customers satisfied with the service or not?

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MANAGERIAL USEFULNESS OF THE STUDY

Certainly this study would help manager to find out the exact share of

the Pepsi and Coke. And boths advertising material, cooling machines,

availability in market, favorite brand of the customer.

It provides a feedback to the company about their sales and sales

promotion schemes and what impact does it have on the retailers and

consumers.

It provides the information about the competitors strategies and their

impact on the retailers and consumers.

It helps the manager to know about the preference and choice of the

consumers so that they can plan out their future analysis on that basis.

It helps the manager to apply the various activities, which is useful to

increase the market share of its product.

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Certainly it would help to know the distribution system of both

companies in the market. Which company is proactive for customer

demand?

It will reveal about Route agents activeness and his image that he has

inculcated in the mind of the retailers.

Maintenance of the purity of the cooling machine is one of the most

important merchandising tool, through this study the managers come to

know, as to whether this purity is being maintained or not.

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SCOPE OF THE STUDY

The study gives an idea about the market share of Pepsi among

other soft drink in kurukshetra.The study provides information

about the preference and the choices of the consumers.

The study provides an idea about how much merchandising

efforts are able to create awareness among the consumers and how

much it affects the consumer in decision making at the time of

purchases.

The study gives information about the views of retailers regarding

the sales promotion schemes given to them by the company.

The study includes information about the competitors activities,

which can be helpful in determining the companys sales and

sales promotion strategies and market share of Pepsi.

The study is carried out in the kurukshetra and its adjoining

areas, which cover the rural as well as urban population.

The study, which is based on the survey, gives a very practical

knowledge about real market situation at Pepsi.

The study, which carried gives the idea about the distribution

network of the Pepsi and its rival coke.

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RESEARCH MEHODOLOGY

The study of market share the understanding and sales

promotion activities of Pepsi mainly covered data collection through

observation, questionnaire and interview of consumers and shopkeepers who

are involved in selling soft drinks.

Type of research:

Type of research carried out was exploratory in nature; the

objective of such research is to determine the approximate area where the

drawback of the company lies and also to identify the course of action to

solve it. For this purpose the information proved useful for giving right

suggestion to the company.

Data source:

Data used for the research work was primary in nature. For

consumer-oriented research, the idea of consumers was collected regarding

their views towards the catalyst of market share merchandising and sales

promotion activities of company. For trade-oriented research the ideas of

shopkeepers were collected. This type of obtaining data is called shop

intercept where people are convinced in the shop to fill in the questionnaires.

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Research approach:

Personal interviews through self administered survey was done to

collect the data, the trade related and market research were undertaken, both

were accomplished by going to different outlets.

Research instrument:

Questionnaire

Type of questionnaire:

The questionnaire prepared for the study contained close and open-

ended question, the questionnaire was formulated in such a way to take much

information from retailers.

The questionnaire was formulated by keep in mind the following

Point: -

Giving the respondents clear comprehension of the question.

Inducing the respondents to co-operate.

Giving instructions as to what is wanted.

Identifying the needs to be known.

Based on the questionnaire sufficient information was obtained which would

be useful to my organization for placing its short and long-term strategies.

Type of questions: -

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The questionnaire was prepared for the retailers and both type of

questions close-ended and open-ended were used, while some questions for

observation were prepared.

The data was collected through the observation, which include the question

like Advertising material, cooling machines and its purity maintained or not

etc.

SAMPLING PLAN

Various steps involved in the sample planning are as under: -

SAMPLE UNIT

The research process commend with the visits to different outlets (kiryana

stores, General and Provision Stores, Departmental stores, paurlmark Hotels,

Restaurant, Medical shops owners, STD booths etc,) those were involved

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Establishing the frame for the Population

Defining Population

Determining the frame for the population

Choosing the method for selecting the sample unit, probability /non-probability.

Writing the instruction for identifying and selecting actual members of the sample.


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selling in soft drink. In the research process. I had to meet retailers to know

various aspects related to the merchandising and sales promotion efforts of

the company & the interviewers were inquired about their personal profiles,

which consist of the company of demographic, psycho graphic variables and

their life styles.

Sample Design consists of cluster random sampling.

SAMPLE SIZE

Questionnaire particularly prepared for the retailers.

Sample size for the share mapping of pepsi in kurukshetra

Fordistribution in kurukshetra sample was 30.

METHOD OF COLLECTION

Field procedure for gathering primary data included observation

and interview schedule in which the questionnaire were filed by the

interviewer, while the observation was done on the basis of survey and

observing the various situation at retailers.

CONCEPTUAL DISCUSSION

MARKET SHARE

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Sales figures do not necessarily indicate how a firm is performing relative to

its competitors. Rather, changes in sales simply may reflect changes in the

market size or changes in economic condition.

The proportion of the market that the firm is able to capture can measure the

firms performance relative to competitors. This proportion is referred to as

the firms market share and is calculated as follows:

Market share =firm sales/total market sales

Sales may be determined on the sales basis (sales price multiplied by volume)

or on a unit basis (number of units shipped or number of customers served).

While the firms own sales figure are readily available, total market sales are

more difficult to determine.

Reasons to increase market share

Market share often is associated with profitability and thus many firm seek to

increase their sales relative to competitors. Here are some specific reasons

that a firm may seek to increase its market share.

Economics of scales higher volumes can be instrumental in

developing a cost advantage.

Sales growth in a stagnant industry-when the industry is not

growing; the firm can grow its sales by increasing its market share.

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Reputation-market leaders have clout that they can use to their

advantage.

Increased bargaining power-a large player has an advantage in

negotiation with suppliers and channel members.

From these drivers changing the variables of the marketing mix can

increase market share.

Product-the product attributes can be changed to provide more value

to the customers, for example, by improving product quality.

Priceprice is another factor that may effect on the market share if it

maintained in well manner.

Distribution-add new distribution channels or increases the intensity

of distribution in each channel.

Promotion-increasing advertising expenditure can increase market

share, unless competitors respond with similar increases.

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The Marketing Mix

Tar

DISTRIBUTION CHANNEL FUNCTION

Distribution Channel: -A set of interdependent organization involved in the

process of making a product or services available for use or consumption by the

consumer or business user.

The distribution channel moves goods and services from producers to

consumers. It overcomes the major time, place, and possession gaps that separate

goods and services from those who would use them. Members of the marketing

channel perform much key function. Some help to complete transaction:

Information: gathering and distributing marketing research and

intelligence information about actors and forces in the marketing

environment needed for planning and aiding exchange.

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Product

Price

Place

Promotion

Target market


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Promotion: developing and spreading persuasive communication about an

offer

Contact: finding and communicating with prospective buyers.

Matching: shaping and fitting the offer to the buyers needs, including

activities such as manufacturing, grading, assembling and packaging.

Negotiation: reaching an agreement on price and other terms of the offer

so that ownership of the possession can be transferred.

Other helps to fulfill the completed transaction:

Physical distribution: Transporting and storing goods

Financing: Acquiring and using funds to cover the cost of the channel

work

Risk Taking: Assuming the risks of carrying of the channel work

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DATA ANALYSIS

1. Type of outlet.

Restaurant

22%

Convenience

29%

Grocery

49%

Restaurant

Convenience

Grocery

Interpretation: -Above stated graph shows the Type of the Outlets that wehad surveyed.

2. Size of outlet.

Small

22%Big

36%

Medium

42%

SmallMedium

Big

Interpretation: -Above Stated graph shows the size of the outlets.

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3. Monopoly of the outlets.

Mix84%

Pepsi

5% Coke

11%

Pepsi

Coke

Mix

Interpretation: -It describe about the monopoly of the outlets. As we caneasily recognize coke has more monopoly stamina.

4. Company wise Performance of every player in cold & warm stock.

46.8348.66

3.28 1.22

0.00

20.00

40.00

60.00

% Company wise

Series1 46.83 48.66 3.28 1.22

Pepsi Coke Frooti Other

[Interpretation: - Above graph show the performance of Pepsi, Coke, frootiand others.

5. Pepsis Cold & Warm Stock brands wise.

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45.84

25.96

2.238.28

14.09

3.59

0.00

10.00

20.00

30.00

40.00

50.00

Series1 45.84 25.96 2.23 8.28 14.09 3.59

Pepsi M.Orng M.Lem Slice M.Dew 7 up

Interpretation: -Above stated graph shows the performance of Pepsis all

Brands in market.

6. Sale In week company Wise.

45.72

50.04

2.05 2.19

0.00

10.00

20.00

30.00

40.00

50.00

60.00

Pepsi Coke Frooti Locals

Interpretation: -Above one shows the Sale of Each Company in a week.Coke has Good Share in sale.

7.Sale of Every Brand independently in a week.

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18.84

14.94

12.17

0.99

7.76 7.04

1.38

4.41 4.78

1.91 2.05

21.23

0.332.19

0.00

5.00

10.00

15.00

20.00

25.00

Pepsi

Coke

M.orn

M.lem

Fanta

M.dew

Sprite

Maa

zaSlice 7

up

Frooti

Limca

Thum

sup

Othe

rs

Interpretation: -Above Graph describes the Sale of Each Brand of Pepsiand coke independently. As we can easily recognize Lima is highest selling

brand in week and 2nd Position taken by Pepsi (cola) itself.

8.Coke Companys Cold & Warm Stock Brand wise.

31.7343.15

13.89

6.204.02

1.01

0.00

10.00

20.00

30.00

40.00

50.00

Series1 31.73 43.15 13.89 6.20 4.02 1.01

coke limca fanta maaz sprite thums

Interpretation: -Above Shown graph tells about the Performance of cokesPerformance Brand wise.

9.Entire Market Pack wise.

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21.36

6.72

45.39

16.2610.27

0.00

20.00

40.00

60.00

Series1 21.36 6.72 45.39 16.26 10.27

200 ml 250 ml 300 ml 500 ml 2 ltr

Interpretation: -Above stated Graph Describe the Performance of Packs inthe market. As we can find 300 ml in highest selling pack and then followed

by 200 ml, 500 ml & 2 ltr, 250 ml.

10.Performnace of All Brands In the Market.

Limca

21%

Thums up

0%

Pepsi

22%

M.Orng

12%

M.lem

1%

Slice

3%

M.dew

7%7 up

2%

Coke

15%

Fanta

7%

Sprite

2%

Maaza

4%

Others

1%

Frooti

3% Pepsi

M.Orng

M.lem

M.dew

Slice

7 up

Coke

Fanta

Limca

Maaza

Sprite

Thums up

FrootiOthers

Interpretation: - Above stated graph Depict thePerformance of all brands independently. Whether it isPepsi, Mirinda Orange, Mazza, Slice, Fanta Or Limca andsprite.

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11.200 ml Performance Product wise in cold & warm stock.

20.23

10.19

7.45

1.56

16.56

7.36

24.05

12.59

0.00

5.00

10.00

15.00

20.00

25.00

Series1 20.23 10.19 7.45 1.56 16.56 7.36 24.05 12.59

PepsiM.Ora

nge

M.De

w

7 Up Coke Fanta Limca Frooti

Interpretation: -Above graph describe the 200 ml PacksPerformance Product wise.

12. 300 ml Performance Product wise in cold & warmstock.

Maaza

5%

Sprite

3%

Fanta6%

Coke

15%

7 Up

2%

Slice

7%

M.Dew

6%

M.Lem

2%

M.Orng

11%

Pepsi

19%

Local

2%Thums up

1%Limca

21%

Pepsi

M.Orng

M.Lem

M.Dew

Slice

7 Up

Coke

Fanta

MaazaSprite

Limca

Thums up

Local

Interpretation: -Above stated graph shows the market of 300 ml pack.

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13. 2 ltr Performance Product wise.

28.13

14.58

0.30

4.63

0.99

17.98

7.43

1.530.13

21.72

2.57

0.00

5.00

10.00

15.00

20.00

25.00

30.00

Series1 28.13 14.58 0.30 4.63 0.99 17.98 7.43 1.53 0.13 21.72 2.57

PepsiM.Or

ange

M.Le

mon

M.De

w7 Up Coke Fanta Sprite

Thum

s up

Limc

aFrooti

Interpretation: -Above graph shows the performance of 2 ltr in the market.

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Distributor Wise

Luckys Area: -Cold & Warm Stock.

14. Cold & Warm Stock Company wise in luckysarea.

41.7253.62

3.261.40

0.00

10.00

20.00

30.00

40.00

50.00

60.00

Pepsi Coke Frooti Others

Series1

Interpretation: -Above Graph shows the Performance of Pepsi, Coke andFrooti, Local Companies.

15.Cold & Warm Stock of all Brands independently inLuckys Area.

25%

17%1%

4%

5%

0%

11%

20%

1%3%0%

2%3%

8%

Pepsi

M.Ong

M.Lem

M.dew

Slice

7 up

Coke

Limca

Fanta

Maaza

Sprite

Thums up

Frooti

Interpretation: -Above graph describe the Performance ofevery Product in the market.

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16.Sale in week Brand wise.

19.34

16.31

12.25

0.88

6.31 6.48

0.96

5.24 4.50

1.012.19

21.34

0.482.72

0.00

5.00

10.00

15.00

20.00

25.00

Interpretation: -Above one graph describe about the Performance of eachbrand in luckys area. As easily can be find out the Performance of Limca ison No.-1 and Pepsi is on No.-2.

17.Sale in Week Company wise in Luckys area.

44.46

50.64

2.19 2.72

0

10

20

30

40

50

60

Pepsi Coke Foorti Local

Interpretation: -Above states graph shows the sale of Company Like Pepsi,Coke and Frooti, Local.Coke has good share in luckys area.

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Aryas Area

18. Cold & Warm Stock of all Brands independently inAryas Area.

Limca

18%

Coke

13%

7 up

3% Slice

5%

M.dew

8%

M.Lem

2%

M.Ong

13%

Pepsi

22%

r

0%Maaza

3%

Fanta

7%

0%

3%

3%Pepsi

M.Ong

M.Lem

M.dew

Slice

7 up

Coke

Limca

FantaMaaza

Sprite

Thums up

Frooti

Others

Interpretation: -Above stated graph shows the Performance of each brandin the aryas area.

19. Overall % of all companies in Aryas area.

52.88

43.86

3.250

0

20

40

60

Overall % Comapny Wise

Series1 52.88 43.86 3.25 0

1 2 3 4

Interpretation: -Above graph describe the companys performance alone inaryas area.

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20.Company Wise Performance in Aryas Area.

4637

1572.53 00500

1000

1500

2000

2500

3000

3500

4000

4500

5000

Pepsi Coke Frooti Local

Interpretation: -Above one shows the Performance of the Companies in theAryas area.

21.Company wise sale in week in aryas area.

20.07

10.41

14.93

2.18

6.43

10.31

1.74

3.906.49

3.602.53

17.11

0.31 00.00

5.00

10.00

15.00

20.00

25.00

Pepsi

Coke

M.orng

M.lem

Fanta

M.dew

Sprite

Maa

zaSlice 7

upFr

ooti

Limca

Thum

sup

Local

Interpretation: -Above one graph shows the Performance of every brand inAryas area.

Sehgals area

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22. Cold & Warm stock of all Brands independently inSehgal s Area.

Sprite2%

Frooti

3%

Thums up

0%

Fanta

8%

Maaza

3%

Others

1%Pepsi

20%

M.Ong

11%

M.Lem

0%

M.dew

5%

Slice

4%7 up

1%Coke

17%

Limca

25%

Pepsi

M.Ong

M.Lem

M.dew

Slice

7 up

Coke

Limca

Fanta

Maaza

Sprite

Thums up

Frooti

Others

Interpretation: -Above states graph shows the

Performance of the every brand in Sehgals Area.

23. Cold& warm stock company wise in sehgals area.

41.7253.62

3.261.40

0.00

10.00

20.00

30.00

40.00

50.00

60.00

Pepsi Coke Frooti Others

Interpretation: -Above stated graph shows the Companywise Performance in Sehgals Area.

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24. Sale in week Company wise in sehgals area.

36.83

57.99

1.55 3.62

0

10

20

30

40

50

6070


Interpretation: -Above stated graph depict the sale in sehgals areacompany wise.

25.Brand wise sale in sehgals area.

17.4617.67

9.82

0.08

9.89

4.73

1.424.223.58

1.161.55

24.55

0.24

3.62

0.00

5.00

10.00

15.00

20.00

25.00

30.00

Pep

coke

m.orng

m.lem

fanta

m.dew

sprite

maaza

slice

7up

frooti

limca

thumsup

other

Interpretation: -Above One Graph state Performance orevery Brand in sehgals area.

26.Ist Highest selling Brands of the Retailer.

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43.78

24.8316.21

7.02 3.78 2.71.08 0.54

010

20

30

40

50

Limca

Pepsi

Coke

M.Orang

e

M.Dew

Slice

Maa

zaFa

nta

Interpretation: -Above graph denotes the Customer Preferences of brands.

This is the highest selling brand of the retailer. Every retailer has different

type of consumers and according to their preferences they consume soft

drinks .as clearly stated by above Limca is the highest selling brand of most

of the retailers.

27.2nd highest selling brands of the retailer.

30.27

23.24

17.83

12.97

2.74.32 3.78 3.24

1.081 0.54

0

5

10

15

20

25

30

35

Limca

Pepsi

Coke

M.Or

ang

M.Dew

Slice

Maa

zaFa

nta

Frooti

7up

Interpretation: - Above graph show the 2nd favorite brandof the customers.

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28.Third. highest selling brands of the retailer.

.

12.4316.75

10.81

20.54

4.32 3.246.48

14.05

0.54 0.54

10.27

0

5

10

1520

25

Limca

Pepsi

Coke

M.Orang

e

M.Dew

Slice

Maa

za

Fanta

Thum

sup

7up

Don't

Have

Interpretation: -With the help of above graph we can understand the 3 rd

highest selling brands of the retailer.

29.fourth. highest selling brand of the retailer.

4.32 3.78 4.86 5.94 6.48 4.86 2.7

11.89

0.54 0.54 1.08

52.97

0

10

20

30

40

50

60

Limca

Pepsi Coke

M.Orange

M.Dew

SliceM

aaza Fanta

Frooti 7up Sp

rite

Don't

Have

Interpretation: -With theabove graph we can know aboutthe 4th highest selling brands of the retailers.

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30.What impact in your shop.

Scheme33%

Discount

18%

Demand

45%

Other

4%

Scheme

Discount

Demand

Other

Interpretation: - Above one state that what impact most on retailer mind.Whether it is Demand, Schemes, Discount or any other thing.

31. Chilling equipment by Pepsi and Coke.(In numbers)

42

22 2026

4 1 6

95

0102030405060708090

100

PepsiVisi

CokeVisi

PepsiOyc

CokeOyc

PepsiBox

CokeBox

OwnBox

Refrig

rator

Interpretation:-Above graph tells about the chilling equipment that Pepsi

and coke has allotted to retailers and more about the number of refrigeratorthat is own by retailer itself.

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32.Flex sheet by companies.

Pepsi

50%

Coke

6%

Other

44% Pepsi

Coke

Other

Interpretation: -Above one speaks about the flex sheetthat is given by the companies in the market.

33.Light board by the companies.

Pepsi

25%

Coke

37%

Other

38%Pepsi

Coke

Other

Interpretation: -Above one shows the Light board given bythe company to its customers. As we can find that morelight board given by the coke.

34.Tin Board by companies.

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Pepsi

29%

Coke

15%

Other

56%

Pepsi

Coke

Other

Interpretation:-Above one state that How many tin boardare given by Pepsi and Coke to its consumers.

35. Painting provided by companies.

Pepsi

62%

Coke

22%

Other

16%

Pepsi

Coke

Other

Interpretation: - Painting given by the Pepsi, coke andother local players to their customer.

36. Highest selling Pack.

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36.76

51.89

1.62

9.72

0

10

20

30

40

50

60

200 ml 300 ml 500 ml 2 ltr

Interpretation:.: -Above one state the highest sellingbrand in the market.

37. Brand, which is, not sells by retailers.

39

30.65

16.78

5.83

0.722.91 1.45

21.89

12.4

3.641.452.189

0

5

10

15

20

25

30

35

M.Lem

Thum

supM

.Dew

Maaza

Coke

Fanta 7up Sp

ritePe

psiFr

ooti Slice


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Interpretation: :-It tells about the brands, which are notsold by the retailers.

38.Water available in the market.

15.85 13.41

1.21 1.21 1.21 3.65

63.41

010

20

30

40

50

60

70

Bisle

ri

Aquafin

a

Kingfishe

r

Gang

a

Spring

Bagpiper

Kinle

y

Inter:-In above bisleri is the highest selling brand in themarket.

39.No.of cases available to retailers.

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3.24

49.72

35.13

4.86 4.862.162

0

10

20

30

40

50

60

no 0 to 10 11 to 25 26 to 40 41 to 70 >70

Interpretation: -Above one graph describe about thenumber of cases available at the retailer shop.

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Share Mapping Of GhraondaCity

1. Cold & Warm stock Company wise.

48.45

39.39

7.704.46

0.00

10.00

20.00

30.00

40.00

50.00

60.00


Interpretation: -Above Stated Graph Tells about the Cold &Warm stock in the Ghroandas Market. Pepsi is No.-1 in thismarket.

2. Cold & Warm Stock Brand wise in Ghroandas

Mkt.

22.24

19.02

0.05

3.12 3.59

0.44

8.90

3.73

22.68

2.97

0.270.83

7.70

4.46

0.00

5.00

10.00

15.00

20.00

25.00

Pepsi

M.Orang

e

M.Lem

on

M.Dew

Slice

7up

Coke

Fanta

Limca

Maaza

Sprite

Thum

sup

Frooti

Othe

r

Interpretation: -Above One Shows the Performance Ofevery Brand In Cold & Warm Stock.

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3.Pack wise sale in Ghroanda market in a week.

7.34 8.70

69.63

5.63 8.69

0.00

10.00

20.00

30.00

40.00

50.00

60.00

70.00

80.00

200 ml 250 ml 300 ml. 500 ml. 2 ltr

Interpretation: -Above graph shows the Performance ofPacks in week.

4.Sale in week Companies Wise in Ghar. Market.

50

40.12

3.77 6.09

0

10

20

30

40

5060


Interpretation: -Above Graph Shows the PerformanceCompany wise in Ghar. Market. Pepsi is Leader in sale inGhar.Market.

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5.Ist Highest selling brand in Ghroanda Market.

4440

6 6 4

0

10

20

30

40

50

Pepsi Limca M.Orang Coke ATKT

Interpretation: -Above Stated graph tells about thehighest selling brand in the market.

6.Source of 500 ml Pet.

61.53

15.3819.23

3.84

0

10

20

3040

50

60

70

Mathura Nagpur Aradhana Jodhpur

Interpretation: -With the help of above graph we canunderstand the source of pet.

7.Source of 2 ltr Pet.

33.33

2.77

55.55

5.55 2.77

0

10

20

30

40

50

60

Mathura Nagpur Aradhana Jalandhar Delhi

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Interpretation: -With the help of above graph we canunderstand the source of pet.

8.Water available in the market.

25

6.25

50

18.75

0

10

20

30

40

50

60

Aquafina Kinley Bisleri Other

Interpretation: -With the help of above graph we canunderstand the water available in the market.

9.Chilling Equipment available in the market (innumbers).

37

51

53 1

0

510

1520

25

3035

40

Own

Refg.

Pep.

Visi

Coke

Visi

Pep

Oyc

Coke

Oyc

Own

Box

Interpretation: -The above graph speaks about the chillingequipments available in the market.

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Distribution in KurukshetraAbout salesman

1.How frequently Sales man Visit?

93.33

6.66

83.34

16.66

0

10

20

30

40

50

60

70

80

90

100

Daily Alternatively

Pepsi

Coke

Interpretation: -The above graph shows the Sales man sVisit. It tells about how frequently a Route Agent Visit theOutlets.

2.Does he come in uniform?

Almost

47%

Sometime

33%

Hardly

0%

Never

13%

Always

7%Never

Hardly

Sometime

Almost

Always

Interpretation: -Above graph describe about Does

Salesman go in uniform or not. But 47% Retailer Say hecomes in uniform.

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3.Does he Provide Bill?

Always

3%

Almost

7%

Sometime

17%

Hardly

13%

Never

60%

Never

Hardly

Sometime

Almost

Always

Interpretation: - Only 3% Retailer say Salesman providebills & 60 % say never provide bill.

4.Does he provide scheme?

3.33 3.33

23.33

70

0

0

10

20

30

40

50

60

70

80

Never

Hardly

Sometim

e

Almost

Alwa

ys

Interpretation: -70 % Retailer say he provide schemealmost. Nobody said he provide scheme always.

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4.Does he help you in display?

50

20 20

10

00

10

20

30

40

50

60

Never

Hardly

Sometim

e

Almost

Alwa

ys

Interpretation: -just 10% retailers say salesman mostly helpsin display. 50% said never helps.

5.Does he come with entire range?

0

10

3

53

34

0

10

20

30

40

50

60

Never Hardly Sometime Almost Always

Interpretation: -just 10% retailers say salesman does not

come with entire range.34% said he always come withentire range.

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6.which companys salesman is good?

60

34

6

0

10

20

30

40

50

60

70

Both Good Pepsi Coke

Interpretation: -Above graph state which companyssalesman is good.34% said Pepsis & 6 Cokes.

7.Are you satisfied with the behavior of sales man?

100

00

20

40

60

80

100

120

Yes No

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Interpretation: -Above graph depict every one is satisfiedwith the service of salesman.

About Company Official (C.O)

1.How frequently company official visit you? (In %)

Interpretation -Above one graph speaks about the visit ofcompany official.

2.en you (retailer) met him last time?

3 4

24

3 3 3

54

6

0

10

20

30

40

50

60

10

days

befo

re

2m

onth

sbefore

4m

onth

sbefore

6m

onth

sbefore

8m

onth

sbefore

lasty

ear

Never

Can't

Say

50

54

107 6

37

13

0

10

20

30

40

50

60

Never Rarely Before

2 Mnt

After 3

Mnt

After 6

Mnt

After 1

year

once


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Interpretation: -This graph Describe when C.O Met lasttime to retailers.

3.Do you know the name of Customer Executive andhis Mobile No.?

13

87

7

93

0

20

40

60

80

100

yes NO

Name

Cell no

Interpretation: -Just 13 % Retailers Know his name, Restdoes not know. and only 7 % Retailers has his phonenumber.

4.how frequently cokes CE visits you?

57

16

7

14

6

0

10

20

30

40

50

60

Never Within 1

Month

1 Month

After

In 3 Month Once

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Interpretation: -57 %retailer said CE never visit us.6 %said once he met us.

5.Does the visit of C.O of Effects display?

Yes

30%

No

70%

Yes

No

Interpretation: -70% retailers said visit of C.O does not

effects

6. Does CO respond to yours problems?

34 33

6

24

3

0

5

10

1520

25

30

35

40

Never Hardly Sometime Almost Always

Interpretation: - 34 % retailers said he never respond to

our problem.3 % said he always respond to our problempromptly.

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7.Are you satisfied with the services of companyofficial?

50

30

7 103

0

10

20

30

40

50

60

N

ot

Hardly

Sometim

e

Almost

Yes

Interpretation: - 50% retailers are not satisfied from theservices of the CO. just 3 % retailers are satisfied with theservices of the CO.

8.Are you satisfied with the behavior of the CO?

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60

40

0

10

20

30

40

50

60

70

Yes No

Series1

Interpretation: - 40% retailers are not satisfied with thebehavior CO.

About Distributor

1.Name of Distributor?

Name of Distributor

90

10

83

17

0

20

40

60

80

100

Yes Don,t Know

Pepsi

Coke

Interpretation: -90 % retailers know the name of Distri.ofPepsi and 10 % dont know. In case of coke 83 % know & 17 %dont know.

2.Does distributor respond to your Problem?

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6

17

40

30

7

010

20

30

40

50

Neve

r

Hardly

Sometim

e

Almost

Alwa

ys

Series1

Interpretation: -6% retailers said he never respond to ourproblem.7% said he always respond to our problem.

3.Do you (retailer) get supply on time?

0 0 3

50 47

0

10

2030

40

50

60

Never

Hardly

Sometim

e

Almost

Alwa

ys

Series1

Interpretation: -47% retailers said they get supply always attime.

4.Are you satisfied with the behavior of Distributor?

Are you SAtisfied from Distributor

87

13

0

20

40

6080

100

Yes No

Series1

Interpretation: -87 % Retailers are satisfied from the

behavior of distributor.13 % are not satisfied.

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5.Suggestion for improvement?

30

37

36

14

37

00

5

10

15

20

25

30

35

40

Billin

g

Availabilty

St.

Signag

e

Chille

r

Coop

.Dist

.

Info

rmation

C.OVi

sit

ImproveSM

Interpretation:-37 % retailers given suggestion forsignage &37 % given suggestion For CO visit.

Observation During the survey

(Its additional to project)

Factors Affecting the Sale

1. Availability

2. Quality

3. Schemes & Packages For Retailers And Customers

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4. Mind setup of Retailers

5. Visit of Salespersons

6. Seasonality

7. Packaging

8. Replacement

9. Advertisement

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FINDINGS

1. During Survey it was found that M.Orange and M.Dew has insect

problem.

2.Visi is being a major problem for retailers it must be taken in toconsideration.

3.Advertising material was not properly allotted to retailers, even some ofthe retailers had 2-3 tin or light board but on the other side some of theretailers didnt have single one.

4.Even Company official had made false promises that are not good,Even you can satisfy retailer with fake promises for short term but it isnot good for long term.

5.Purity of Visi was a major problem and visi should be provided topotential customer.

6.Source of Pet (for both 500 ml & 2 ltr) was other state.

7.Rates of Authorized dealer were not matching with the rates of the

small unauthorized, because of this unauthorized dealers were able toavailable the goods at cheaper rates.

8.There was not more concentration on selling aquafina in market; Bislerihas a strong presence in market.

9.Enough Gas was not available in the bottles of Pepsi.

10.Proper emphasis is not given to rural area.

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If going seems easy, it means you aregoing downhill

To sustain the market share

1.Beverage companies provide refrigeration facility (Visi) to the retailers.The retailers complain that whenever their visis have any technical

problem, then it takes long time until the company services the visi. Thishas an adverse impact on the sale of products therefore, adequatearrangements should be made to ensure that the visis are serviced in theshortest possible time and thereby reducing inconvenience caused toretailers.

2.Provide supply at time. Because Market has a Rule firstcome first serve. Retailers cannot wait for supply.

Therefore service must be quick.

3.More schemes, gifts as these are the catalyst of marketshould be made available at right time. Schemes must beproper so that customer can be attracted.

4.Company should provide more Ads Material in the Formof Glow Sign Board with shop names, Banners, WallPainting & Hoarding.

5.Customer executive should not make false promiseswith retailers.

6.Customer executive should visit outlets time to time.

7.Customer executives should encourage the Route agent,so that he can work with self-motivation.

8.Customer Executive not only focuse on the distributorbut also on the retailers.

9.Company should provide Freeze (Visis) at Maximumoutlets, so that chilled Soft Drinks Can Be Available For

Customers.

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10.Repairing of Visi must be Time to Time.

11.Blasted bottles & Leakage bottles should be replacedat time.

12.Retailers feedback must be timely and regularly.

To increase the share in the market.

1. 60-70% population of India still living in rural area.There is very much potential in that area. But it is stilluntapped. So Pepsi should focus on that one also.

2. Advertisement material should be given in rural area,for the awareness.

3. Selling is an art, so Route Agent must be taught Howto sell, how to talk and how to convince the retailers.

4. A healthy Relationship should be developed by

Company with retailers, as to increase the salesvolume and also to develop some sorts of trust withcompany, which help retailers to start recommendingthe brand; it will certainly boost the sell and would begood for long run.

5. Quality of the product is very much important intodays competitive scenario. Customer cannot

compromise with the quality. So Quality ControlManagement should be very proactive.

6. Pepsi should conduct more marketing event like roadshows and should go for colleges and schools. It willbe really helpful to increase the sale.

7. Limca is major Threat for Pepsi, so Pepsi must giveboost up Mirinda Lemon in the market so that more

customer can be fetched to the product with moreschemes and attractive gifts and Retailers also must

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be enforced to buy the product it is possible whenthey are given attractive gifts and incentive.

8. Product innovation is key to success so companieskeep on doing this.

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Appendix-AQuestionnaire for Retailers

Name of outlet : _____________________________

Address : _____________________________

__________________________

Contact No. : _____________________________

Name of person contacted : _____________________________

Area : _____________________________

Location : _____________________________

Cluster or single : _____________________________

Discounted or non discounted : _____________________________

Kind of customer catered : _____________________________

Type of outlet : (a) Restaurant (b) Grocery (c) Convenience

Size of outlet : (a) Small (b) Medium (c) Big

Monopoly : (a) Coke (b) Pepsi (c) Mixed

1. Do you sell beverages?

(a) Yes (b) No

2. What kinds of beverages do you sell?

(a) Soft drinks (b) Fruit juice

(c) Tea / Coffee (d) Lassi

(e) Any other _____________

3. Which brands of Soft drinks do you sell?

(a) Pepsi (b) Coke (c)

M.Orange

(d) Mirinda Lemon (e) Fanta (f) 7 UP

(g) Sprite (h) Maaza (i) Slice

(j) Mountain Dew (k) Frooti (l) Limca

(m) Thums UP (n) Any other local brands ______________

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4. No. of bottles in cold and warm stock.

Quantity

Brands

200 ml. 250 ml. 300 ml. 500 ml. 2 ltr.

Cold War

m

Col

d

War

m

Cold Warm Cold Warm Cold Warm

Pepsi

Coke

Mirinda Orange

Mirinda Lemon

Fanta

Mountain Dew

Sprite

Maaza

Slice

7 Up

Frooti

Limca

Thums UpOther local

5. No. of cases sold during a week.

Quantity

Brands

200 ml. 250 ml 300 ml. 500 ml. 2 ltr.

Pepsi

Coke

Mirinda Orange

Mirinda Lemon

Fanta

Mountain Dew

Sprite

Maaza

Slice

7 Up

Frooti

Limca

Thums UpOther local

6. Different type of water bottle available at outlet.

Aquafina Kinley Bisleri Others

7. Average sale of brands in this month or previous month.

(a) Pepsi _________ (b) Coke _________ (c) Local _________

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8. From where do you purchase Soft drinks?

(a) Pepsi ___________________________

(b) Coke ___________________________

(c) Local ___________________________

9. Which brands have highest selling?

1. ___________________________

2. ___________________________

3. ___________________________

4. ___________________________

5. ___________________________

10. Which brands have highest demand?

1. ___________________________

2. ___________________________

3. ___________________________

4. ___________________________

5. ___________________________

11. Which pack is in highest selling?

1. ___________________________

2. ___________________________

12. Which brand and pack you dont buy or sell at all?

1. ___________________________

2. ___________________________

3. ___________________________

13. What is the percentage of on premises consumption?

___________________________

14. What is you total annual sale? [Pepsi and Coke and Local Mix (assumption)]

___________________________

15. Is there any difference in consumption pattern comparatively to last year?______________________________________________________________

(a) PET is selling more (Y/N) (b) Less glass sale (Y/N)

(c) Juice selling more (Y/N)

16. What impacts Soft drinks share in your outlet?

(a) Scheme from company (b) Discount from company

(c) Demand of customer (d) any other _____________

17. How many empties do you have?

___________________________

18. With whom these empties are deposited? [Please write No.]

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Pepsi Coke Own

19. What chilling equipment do you have? [Please tick ()]

Coke Pepsi OwnIce Box

OYC

Visi

Refrigerator

20. Which signage do you have?

Pepsi Coke Other

Flex

Light board

Tin board

Painting

Rack

Table and chair

21. Reason for not buying a particular brand or company?

(a) Need discount (b) No Supply

(c) Need Visi (d) Any other ______________

22. Which cold drink do you drink / favorite and why? _________________________

23.From where you buy the Pet. (or source of Pet.)

(a) 500ml _____________________

(b) 2ltr _____________________

Appendix-B

Questionnaire for Retailers

Name of outlet : _____________________________

Address : _____________________________

__________________________

Contact No. : _____________________________

Name of person contacted : _____________________________

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Area : _____________________________

Location : _____________________________

Cluster or single : _____________________________

Discounted or non discounted : _____________________________

Kind of customer catered : _____________________________

Type of outlet : (a) Restaurant (b) Grocery (c)

Convenience

Size of outlet : (a) Small (b) Medium (c) Big

Monopoly : (a) Coke (b) Pepsi (c) Mixed

1. Do you sell beverages?

(a) Yes (b) No

2. Which kinds of beverages do you sell?

(a) Soft drinks (b) Fruit juice (c) Tea / Coffee

(d) Lassi (e) Any other _____________

3. Which brands of Soft drinks do you sell?

(a) Pepsi (b) Coke

(c)M.Orange

(d) Mirinda Lemon (e) Fanta (f) 7 UP(g) Sprite (h) Maaza (i) Slice

(j) Mountain Dew (k) Frooti (l) Limca

(m) Thums UP (n) any other local brand_____________

14. Do you know you salesman by his name?

(a) Yes (b) No

If yes, Name please ___________________

15. Does he know you by name?

(a) Yes (b) No

16. Which companys sales persons are well behaved with you?

_______________________________________

17. Are you satisfied with the behavior of salesperson?

(a) Yes (b) No

Company official:

18. How many times company official visits you?

(a) Pepsi _____ (b) Coke ______ (c) Local ______

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19. When you met him last time? _________________

20. Do you know name of customer executive of your area?

(a) Yes (b) No

If yes, Name please ___________________

21. Do you know contact number of customer executive of your area?

(a) Yes (b) No

If yes, Number please ___________________

22. Does he know you by name?

(a) Yes (b) No

23. Does the visit of company official effects the display of product?

(a) Yes, How _______________________________

(b) No, How ________________________________

Rank the following on the scale of 1 to 5. Where 1 stands for lowest and 5 stands for

highest.

24. Does he respond to your problems promptly?

1 2 3 4 5

25. Do they listen your problem?

1 2 3 4 5

26. Do they solve your problem?

1 2 3 4 5

27. Do they provide information announced by the co.?

1 2 3 4 5

28. Are you satisfied with the services of C.O. of Pepsi?

1 2 3 4 5

29. Are you satisfied with the services of C.O. of Coke?

1 2 3 4 5

30. Does he come in proper uniform?

1 2 3 4 5

31. Are you satisfied with the behavior of company official?

(a) Yes (b) No

Distributor:

32. Name of distributor?

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(a) Pepsi ___________________________

(b) Coke ___________________________

(c)Local __________________________

33. Does the distributor know you by name?

(a) Yes (b) No

Rank the following on the scale of 1 to 5. Where 1 stands for lowest and 5 stands for

highest.

34. Does he respond to your problems promptly?

35. Are you satisfied with the services of distributor?

36. Do you receive supply on time?

37. Fulfillment of orders according to your specifications?

38. Are you satisfied with the behavior of Distributor?

(a) Yes (b) No

39. Do you need credit?

(a) Yes (b) No

40. Is any other company is providing credit to you?

(a) Yes (b) No

If yes, Company name _______________________

41. Do you have regular stock out of any brand?

(a) Yes (b) No

If yes, brand name ___________________________

42. Are you satisfied with the distribution system of the company?

(a) Pepsi Yes No

(b) Coke Yes No

If not, why ________________________________________________

43. What are the good points of distribution of Pepsi and Coke?

Pepsi Coke Other 1.

2.

3.

4.

44. Do you recommend any suggestions to improve the distribution?

_____________________________________________________

45. Suggestion for improvement.

(1) Proper Billing (2) Easy availability of stock

(3) Provide signage (4) Provide Chiller

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(5) Cooperation from distributor (6) Information / Awareness

(7) More company official visit (8)Improved salesman behavior

Bibliography

Principles of Marketing (Philip Kotler)

www.Pepsi.com

www.Pepsico.com

www.Pepsiworld.com

www.google.com
http://www.pepsi.com/http://www.pepsico.com/http://www.pepsiworld.com/http://www.google.com/http://www.pepsi.com/http://www.pepsico.com/http://www.pepsiworld.com/http://www.google.com/

pepsico company

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