Retailers perception towards Pepsi and coca-cola

  1INTRODUCTIONThis project is all about measuring the retailer satisfaction of after-sales-service of Pepsi products. For the past two years every company is trying to satisfy its customers.The emphasis is on ways of retaining customers, than on attracting new customers. It isnot easy to attract new customers then to retain old customers. So, companies are trying to focus onthis aspect of customer satisfaction.The sale of product end with the sale transaction but it is the point at which the originalmarketing concept starts. The market has to see that whether the consumer is satisfied with that particular product/service or not.The post purchase behavior is important for a marketer. If there is any cognitivedissonance in the minds of the customers then that is enough to lose a customer. Keeping this inmind, the companies are giving more importance to customer satisfaction.This project work has been done to find out whether a retailer is satisfied or dissatisfied,also to measure the level of the retailer satisfaction and provide this feedback to the company. Thefirst phase of the project involves preparing a structured questionnaire, in order to measure thelevel of retailer satisfaction.The collected information is analyze and presented in a pie chart and bar charts. Thefindings and the suggestions to improve retailer satisfaction faced have been given in thesuggestions part. This is a brief summary of the project; the detailed study of the project follows.―Good marketing is no accident, but a result of careful planning and execution. Marketing practices are continually being and reformed in virtually all industries to increase the chance of success. Marketing excellence is rare and difficult to achieve. Marketing is both ―art‖ and―science‖ – there is constant tension between the formulated side of marketing and the creativeside‖. The world economyhas undergone a radical transformation in the last two decadesGeographical and cultural distance have shrunk significantly with the improvements in the production, transportation and communication. These advances have permitted companies to widensubstantiallyboth these markets and their supplier sources. And thus the role of marketing becomeswide. Marketing is the specialization subject of MBA curriculum. When a flood of consumer  products are coming into the market, every company needs people specialized in marketing to promote their product

  2―Marketing deals with identifying and meeting human and social needs. One of theshortest definitions of marketing is ―meeting needs profitably‖. The 21stcentury is the era of Advertising, Marketing and Sales Production; Marketing isto convert social needs and wants‘. Apart from basic necessities of air, shelter and clothing, every person has strong desire for recreation and entertainment. They have strong preference for  particular brand of basic and services. Marketing serves as the link between the society‘s needs andits pattern of Industrial response. Beverage industry is one of the fast growing industries in India.We can divide Beverages into two sections i.e. Alcoholic & Non-alcoholic. The non-alcoholicdrinks are soft drinks that can be further classified Cola, Lemon, Orange, Mango and Applesegment.INTRODUCTION ABOUT THE STUDY:I was assigned to study the promotional activities of Pearl Beverages Pvt, Ltd.Promotional activities play a greater and important role in the entire marketing effort being carriedout by Pearl Beverages Pvt, Ltd, ―to generate more sales as well as to create and maintain an imageof its product‘. Thus Pearl Beverages Pvt, Ltd carried out its promotional activities as a controlled andintegrated program of communication and material design to present its soft drink to the prospective customer. It also helps in communication the need satisfying qualities of soft drink, tofacilitate the sales and eventually to contribute towards the profit in long range. The tools used byPearl Beverages Pvt, Ltd, for fulfilling the various purposes of its promotional activities are thefollowing:- Point of sale display Dealer‘s sale contest

  Sales promotion through special event market Advertising Incentives GamesPoint of Sale Display:A sensible man does not have to go far to find out whatever a common pan wala knowsthat people buy with their eyes. Every item on sale in a shops and vendors in towns either sellingconsumer or selling soft drinks. Rather in selling a product like PEPSI display is more than help, it

  3is an essential element because soft drink is bought on impulses on the spur of the movement. Thusthe product is tested when it is brought at people‘s attention. Dealer‘s sale contest: Another method of sales promotion being used by the Pearl Beverages Pvt, Ltd., throughits distributors is to conduct dealer‘s sales contest during the peak seasons i.e. during April to July.In it the dealers are given prize in the form of cases of soft drinks. In the contest at first his or her respective distributors according to their categorize each dealer. And then each his or her categoryhas to achieve during the contest period.The dealers achieving highest sales over and the above the target set is giving the awardsas under, the order of prizes announced are first prize,2ndprize, and 3rdprize in terms of number of free cases of soft drinks which was Pepsi space club 2006 program me.Special event market:The dealers at special event sports place the banners and stall of Pepsi‘s product like picnic fates cricket test match, social are also used to cater the people. It helps in promoting thesale as well as in creating an image product.Sales man contest:Sales man contest are held to motivate the sales man. Under the scheme salesmen aregiven monetary incentives on the basis of sales made in their given route.Media planning:A very important part of advertising is to decide the medium of advertising and how muchto spend in each media: - Newspaper & Magazines, Radio, TV, Hording, Product of sales materials(paintings, glow signs, Display Board) Advertising Is one of the important factors which all puttogether results sales. It has to be backed by the distribution network, effective servicing, dealer,goodwill and so on. Thus advertising has to be very carefully woven with the entire demands of marketing

  4Merchandising/Displays:Proper merchandising and display at the store level promotes sales; it promotes theconsumer to switch over to the displayed brand ignoring existing brand loyalties; it persuades himto buy ―now‖ rather than later; and it makes him buy more than theoriginally intended quantity.All these are essentially sales promotional functions. While advertising can only make a consumer aware of the product or generate a desire. For it, merchandising/ display often motivates aconsumer to buy a product instantly. Point of purchase displays are one of the most widely usedsales promotions tools. With the proliferation of brands, innovative displays have become a prerequisitefor success. In the store brands compete with each other for consumer‘s attention. 

Display Enhance Counter Pull:Display at the point of purchase can be rightly describe has a ―clincher‖ in the marketing process. When awareness and interest has been created in the consumers mind through advertisingand other promotional measures, a good display in the store can help to clinch a sale. The displaysare also effective in inducing brand switching. A consumer normally goes to a retail outlet to purchase his usual brand. At the retail outlet, a good display of a competing brand can commandhis attention and he may buy the competing brand. In other word Good display can lead to impulse buying and brand switching. A good display is the surest way to attract the consumers. In fact,displays have their origins in the age old saying that ―goods well displayed are half sold‖. Displaycan be of various types – window display, wall display, counter display, Arial display, or floor display, depending on where it is fixed. Display materials to constitute a large spectrum, like posters, danglers, stickers, mobile wobblers, steamers, balloons, etc. To enhance the display effect,manufacturers use several gadgets and approaches. Illuminated designs, motion displays, skywritings, etc., add to the display effect. Some companies organize display units locate themadvantage points within them store to attract store traffic. Skillfully designed and strategicallylocated display units can enhance the sales appeal. More and more firms are going in for innovativedisplays to give their brands visibility in today‘s crowed shop shelves. 

  5Pepsi cool Zone:Pepsi, f or instance, set up ―cool zones‖ in outlets to createa visual effect. These zoneshouse Pepsi display racks next to its visi coolers, both stocking the entire Pepsi range in a presentformat – the products horizontally, at eye level, and in different sizes down the racks with selling price on. Companies are also using the technique of mass display. Within the limited spaceavailable in there tail store, big stocks of a given brand are artistically arranged to gain attention.Customized racks are also being used for display effect. Now the Pepsi has launches a SPACECLUB ‘06 on this regard. Pepsi space club‘06 is a trade promotion which is internal affair betweenthe company and its trade.NEED FOR THE STUDY:The need for the study on the part of organization is to determine the level up to which aretailer is satisfied with its after sales. By doing so the firm assess whether they are meeting theexpectations of their retailers. Them the firm will make strategies to fill the gap between theretailer‘s expectations and what they are offering which leads to high retailer‘s satisfaction.  To find out the retailer satisfaction to buy the Pepsi products. To find out the problems after sales and services in Pepsi. To find out the retailers are satisfy or not to purchase Pepsi products in Pearl Beverages. The retailers prefer or not to buy products in authorized dealers.OBJECTIVE OF THE STUDY: To study about the promotional activity of Pearl Beverages Pvt. Ltd. This was PEPSISPACE CLUB 2008. To know about the stock position of Pepsi brand and its competitors at different outlets. 

To know the per day sale of Pepsi brand and its competitors in creates. To know the distribution channel efficiency Pepsi

  6SCOPE OF THE STUDY:The study is limited to 50 members who are the retailers of both Pepsi and Coca-Cola inthe Vijayawada. The study to observe Retailers are prefers to buy Products in Pepsi. To find theretailers are satisfied of after sales and services of Pepsi products in Pearl Beverages Pvt. Ltd. To find out the retailers satisfaction to purchase products of Pepsi. To find out the problems of after sales and services in Pearl Beverages Pvt. Ltd. The retailers prefer or not to buy Pepsi products in authorized dealers.METHODOLOGY OF THE STUDY:To find the per day stock and per day sale at different outlets exploratory research methodis adopted. A survey form was prepared and the retailers were asked to answer them during thecourse of their interview.The first phase of the project involves collection of data from the retailers. Themethodology adopted for the study was that of the field survey method. The sampling techniqueused is the non-profitability sampling technique called convenience sample. A structuredquestionnaire was administered to a total of 50 retailers of both Pepsi and Coca-Cola. Basing onthis response the satisfaction of the retailers towards after-sales service is determined and analyzed.Sampling plan:This plan calls for three aspects Define the sampling unit. Decide the sample size. Decide the sampling procedure whether to use profitability or Non- profitability samplingmethods.Contact method:Once the sample plan has been determined, the research has to decide how the subject iscontacted. The choices are mail, telephone or personal interviews.Collection of information:Data collection phase is generally the most expensive and there are more chances of errors. Carry out the field work, collect using the instrument and adjust the problems, replaced,refusal to cooperate, biased do dishonest answers.

  7Analysis and Interpretation:The next step is to extract pertinent findings from the collected data. The research edits,tabulated the collected data.Presentation of findings:As the last step in marketing research, the researchers present the findings. Theresearchers have to arrange the researched result according to an approved reporting format, get thereport typed and bound, present the copies of report to the concerned authorities.The importance of the questionnaire: The significance of the questionnaire is that it gives information about the characteristics basing on which the inference as to whether the retailer is satisfied or dissatisfied can bedrawn. 

The questionnaire contains close-ended questions and also some personal information of therespondents. The questionnaire is framed in such a way that the respondents feel easy to answer and getmore information. The questionnaire contains a rating scale question (5 point rating scale) so as to measure thelevel of customer satisfaction.Period of Study: The project has been in 45 days.LIMITATIONS OF THE STUDY:Many difficulties come in front on me while collecting the data as many retailers do notcooperate and searching of retailer outlet name was much more difficult as many of them havechanged their outlet‘s name. The size of the sample being relatively small, some of the findings may slightly vary withthose of the larger universe. The study is confined to the information willingly shared by therespondents

  8INDUSTRY PROFILE SOFT DRINK INDUSTRY: AN OVERVIEWIt all began in 1886, when a tree legged brass Kettle in Hohn Styhpemberton‘s backyard in Atlanta was brewing the first P of marketing legged. Unaware the pharmacist hasgiven birth to control syrup, which is now the chief ingredient of the world‘s favorite drink. Thesyrup combined with carbonated the soft drink market. It is estimated that this drink is servedmore than one thousand million times in a day. Pemberton & Robinson laid the first foundationof this beverage when an average nine drinks per day to begin with, upping volumes as salesgrew in 1894, this beverage got into bottle, courtesy a candy merchant from Mississippi. By the1950‘s Colas was a daily consum ption item, stored in house hold freezes. Soon were born other non-Cola variants of this product like orange & lemon. Now, the soft drink industry has beendominated by three major players – (1) The New York based Pepsi co. Inc. (2) The Atlanta based Coca-Cola co. (3) the United Kingdom based Cadbury Schweppes. Throughout the glovethese major players have been battling it. Out for a bigger chunk of the ever - growing colddrink market. Now this battle has begun in India too. India is now the part of cold drink war.Gone are days of Ramesh Chauhan, India‘s one time cola king and his bouts of pistol shooting.Expect now to hear the boon of cannons when the Coca-Cola & Pepsi co. battles it out for, asthe Jordon goes a bigger share of throat. By buying over local competition, the two Americancola giants have cleared up the arena and are packaging all their power behind building theIndian franchisee of their globe girdling brands. The huge amount invested in fracture has never  been seen before. Both players seen an enormous potential in his country where swigging acarbonated beverages is still considered a treat, virtually a luxury.In colas, Pepsi is already market leader and in certain cities like Delhi, Pepsi outlets areon one side & all the other colas put together on the other.While coke executive scruffs at Pepsi‘sclaims as well as targets, industry observers are of the view of that Pepsi has definitely stolen aMarch over its competitor coke. A part from numbers, Pepsi has made qualitative gains. Theforemost is its image. This image turnaround is no small achievements, considering that since itwas established in 1989, taking the hardship route prior to liberalization and weighed down byexport commitments. Now, at present as there are three major players coke, Pepsi and Cadburyand there is stiff competition between first two, both Pepsi and coke have started, sponsoring

  9local events and staging frequent consumer promotion campaigns. As the mega event of thiscentury has started, and the marketers are using this event – world cup football, cricket events andmany more other events. The success of soft drink industry depends upon 4 major factorsviz.

 Availability Visibility Cooling RangeAVAILABILITYAvailability means the presence of a particular brand at any outlet. If a product is nowavailable at any outlet and the competitor brand is available, the consumer will go for that.VISIBILITYVisibility is the presence felt, if any outlet has a particular brand of soft drink say-Pepsicola and this brand is not displayed in the outlet, then its availability is of no use. The soft drink must be shown off properly and attractively so as to catch the attention of the consumer immediately.COOLINGAs the soft drinks are consumed chilled. So, cooling them plays a vital role in boostingup the sales. The brand, which is available chilled, gets more sales then the one which is not, evenif it is more preferred one.RANGEThis is the last but not the least factor, which affects the sale of the products of  particular company. Range availability means the availability of all SKU (Stock Keeping Units)

  10PepsiCo is one of the largest companies in the U.S. it figures amongst the largest 15companies worldwide according to the number of employees hired. PepsiCo is a world leader inthe food chain business. It consists many companies amongst which the famous one is Pepsi –  Cola, Frito-Lay and Pepsi food international. The group is presently into two of the most profitable and growing industries namely, beverages and snack foods. It has scores of big brandsavailable in nearly 150 countries across the globe. The group has established for itself once of the strongest brands in various segments of its operations. The beverages segment primarilymarkets its Pepsi, Mountain Dew and other brands worldwide and & 7up outside the U.Smarkets. These are positioned in close competition with Coca-Cola Inc. of USA. A point whichis worth a mention is that Coca-Cola gets 80% of its profits for international operations while thesame figure for PepsiCo stands at 6%. The segment is also in the bottling plants and distributionfacilities and also distributes the ready to drink tea products of Lipton in North America. In a joint venture with orient spray juice products PepsiCo also manufactures and distributes fruit juices. The snack food division manufacturesTHE GENESIS OF PEPSI: The summer of 1898, as usual, was hot in New Bern, North Carolina. So a young pharmacist named Caleb Brad ham began experimenting with combinations of spices, juices andsyrups, trying to create a refreshing new drink to serve to his customers - he succeeded beyond allexpectations because he invented the beverage now known around the world as Pepsi-Cola. CalebBrad ham knew that to keep people returning to his pharmacy, he would have to turn it into agathering place. He did so by concocting his own special beverage – a soft drink. His creation, aunique mixture of Cola nut extracts, vanilla and rare oils, became so popular his customersnamed it "Brad's Drink ‖. Caleb decided to rename it "Pepsi-Cola," and advertised his new softdrink. People responded, and sales of Pepsi-Cola started to grow, convincing him that he shouldform a company to market the new beverage. His creation, a unique mixture of Cola nut extract,vanilla and rare oils, became so popular his customer‘snamed it "Brad's Drink." Caleb decided torename it "Pepsi-Cola," and advertised his new soft drink. People responded, and sales of Pepsi-Cola started to grow, convincing him that he should form a company to market the new beverage.

  11In 1902, he launched the Pepsi-Cola Company in the back room of his pharmacy, andapplied to the U.S. Patent Office for a trade mark. At first, he mixed the syrup himself and sold itexclusively through soda fountains. But soon Caleb recognized that a greater Opportunity existed-to bottle Pepsi so that people could drink it anywhere. By the end of 1910, there were Pepsi-Cola franchises in 24 states. A 1913 editorial in the Greensboro Patriot praised him for his "keenand energetic business sense

‖. Pepsi-Cola enjoyed 17 unbroken years of success. Caleb promotedPepsi sales with the slogan," Drink Pepsi-Cola. It will satisfy you. "In 1934, the company moved to a new headquarters location in Long Island City, NewYork, and four years later, in 1938, Walter S. Mack was selected to be the new president of Pepsi-Cola. Mack believed that advertising could be a basis of soft drink marketing and soonintroduced a comic strip," Pepsi & Pete" To promote Pepsi's pricing advantage with the line "Twice as much for a nickel." The company also began experimenting with new bottle sizes, andfor the first time began to package Pepsi-Cola in cans. For Pepsi-Cola, the '50s were embodied bythe company's new president, Alfred Steele, a man of immense drive and vitality, who presidedover an extended period of growth and expansion. By the mid-1950s, Alfred Steele had becomechairman of Pepsi's board of directors, and Herb Barnett had replaced him as the company's president. Innovation continued, and a distinctive new "swirl" bottle was introduced in1958. Thatsame year, a new advertising campaign," Be Sociable, Have a Pepsi". Was also launched.Internationally, Pepsi continued to expand still now. Pepsi-Cola sensed that attitude and capturedtheir spirit with a name that has stood the test of time. They were the Pepsi Generation. During itsfirst 65 years, Pepsi-Cola Company sold only one product-Pepsi. But, with the baby boom, notonly did the nation's population change, so did the way it thought of soft drinks. For many people, soft drinks had to be not just refreshing, but a complement to diet habits as well. So, in1963, the company developed a new low-calorie drink with a taste worthy of carrying the Pepsi-Cola name:Diet Pepsi.In 1964, Mountain Dew, a regional soft drink favorite, became an important newaddition to the growing family of Pepsi-Cola brands, and its advertising theme, "Yoo-hoo,Mountain Dew, "became the brand's instantly recognizable signature

  12Pepsi in cans had by now proved so popular that full-scale commercial distribution began in 1965. That same year Pepsi-Cola Company merged with a successful Dallas, Texas,marketer of salty snacks, Frito-Lay, Inc., to form PepsiCo-one of the great consumer productscompanies on the U.S. Business scene. "Pepsi: The Choice of a New Generation."A campaign that reaffirmed Pepsi's position on the leading edge of contemporaryculture‖. Pepsi made its first trip on the space shuttle, carried in a specially designed "space can,"and crossed yet another new frontier by beginning distribution in China. By the middle of thedecade, more than 600 Pepsi-Cola plants were operating in 148 countries and territoriesthroughout the world. As Pepsi's business throughout the world continued to increase inimportance, Chris Sinclair was a president of Pepsi-ColaInternational in1989. As the 1990‘sopened, so did a new era in Pepsi's international operations. The company signed the singlelargest trade agreement in history with the Soviet Union. Seeking long-term growth, Pepsiinvested in such high-potential markets as China, Eastern Europe, Mexico and Argentina.More than that, PepsiCo has become a truly international company. Its soft drinks andother beverages, snack foods of every variety and the PepsiCo restaurants can today be found inevery corner of the globe. PepsiCo brands and PepsiCo operations today employ almost half amillion people in 195 countries around the world. These developments and many more will writePepsi story for the next millennium-a story that was undoubtedly find a company with a vastresources, thriving businesses, extra ordinarily financial strength and thousands of bright,dedicated people.PEPSI’S MARKETING STRATEGIES:Pepsi‘s approach is radically different from that of Coke; Pepsi has gone in for concentration segmentation. Pepsi has targeted them out segment instead of trying to be somethingto all segments. Pepsi has since beginning strove to achieve its international position as‗a drink for thenew generation‘ in India. Helped by HTA‘s forceful visuals andcreative, Pepsi has beensuccessful in positioning itself for the younger generation.

  13SELLING PROCESS: Pepsi has a very well managed selling system. It takes a lot of care to ensure that the products (Pepsi bottles) are available to the consumer‘s. Pepsi soft drinks are produced our plant

in different SKUs (Stock Keeping Units) and distributed to our distributer and they further supply to their tailor. Sahibabad (GZB) has been divided around 14 routes which are calleddirect routes. For every route there is a Route Agent. Route Agent moves with the companyowned truck and ensure that maximum shops are covered each day, so that regular supply of Pepsi soft drinks is made. Routs agents take the order from the shop keepers and then with thehelp of loaders they give the required number of crates to the retailers or shop keepers & thenmove to next. Our plants also have some agency in each rout. They supply in the areas wherePepsi‘s trucks are not able to reach. These areas are called indirect-routes

  33HISTORY: Soft drinks by definition are carbonated drinks that are non-alcoholic. Carbonated soft drinks arealso referred to as soda, soda pop, pop, or tonic. 1798 The term "soda water" first coined. 1810 First U.S. patent issued for the manufacture of imitation mineral waters. 1819 The "soda fountain" patented by Samuel Fahnestock. 1835 The first bottled soda water in the U.S. 1850 A manual hand & foot operated filling & corking device, first used for  bottling soda water. 1851Ginger ale created in Ireland. 1861The term "pop" first coined. 1874 The first ice-cream soda sold. 1876 Root beer mass produced for public sale.  1881 The first cola-flavored beverage introduced. 1885 Charles Aderton invented "Dr. Pepper" in Waco, Texas. 1886 Dr. John S. Pemberton invented "Coca-Cola" in Atlanta, Georgia. 1892 William Painter invented the crown bottle cap. 1898 "Pepsi-Cola" is invented by Caleb Bradham.

 1899 The first patent issued for a glass blowing machine, used to produce glass bottles. 1913 Gas motored trucks replaced horse drawn carriages as delivery vehicles. 1919 The American Bottlers of Carbonated Beverages formed. 1920 The U.S. Census reported that more than 5,000 bottlers now exist. Early 1920's the first automatic Vending machines dispensed sodas into cups.  1923 Six-pack soft drink cartons called "Hom-Paks" created. 1929 The Howdy Company debuted its new drink "Bib-Label Lithiated Lemon-Lime Sodas" later called "7up". Invented by Charles Lei per Griggs. 1934 Applied color labels first used on soft drink bottles, the coloring was baked onthe face of the bottle. 1952 The first diet soft drink sold called the "No-Cal Beverage" a ginger ale sold by Kirsch. 1957 The first aluminum cans used.

  34 1959 The first diet cola sold. 1962 The pull-ring tab first marketed by the Pitts burgh Brewing Company of Pitt‘sburgh, PA. The pull-ring tab was invented by Alcoa. 1963 The Schlitz Brewing Company introduced the "Pop Top" beer can to thenation in March, invented by Ermelo Frazee of Kettering, Ohio. 1965 Soft drinks in cans dispensed from vending machines. 1965 The re sellable top invented. 1966 The American Bottlers of Carbonated Beverages renamed The National SoftDrink Association. 1970 Plastic bottles are used for soft drinks. 1973 The PET (Polyethylene Terephthalate) bottle created.

 1974 the stay-on tab invented. Introduced by the Falls City Brewing Company of Louisville, KY. 1979 Mello Yellow soft drink is introduced by the Coca-Cola Company ascompetition againstMountain Dew. 1981 the "talking" vending machine invented. 

  35THEORITICAL FRAME WORK  Marketing, more than any other business function, deals with customers. Understanding,creating, communicating, and delivering customer value and satisfaction are at the heart of marketingth in k i ng an d p ra c t i ce . Th e s im p l e s t d e f in i t i o n o f m ar ke t in g i s ― Ma rk e t in g i s t he de l i ve ry o f cu s t om er sa t i s f ac t i o n a t a p r o f i t ‖ . T he tw o f o l d g oa l o f   ma rk e t in gis to attract newcustomers by promising superior value and to keep current customers by delivering satisfaction.Marketing must be understood not in the old sense of marketing a sale —―telling and selling‖ but in the new sense of satisfying customer needs. Selling occurs only after a product is produced.By contrast, marketing starts long before a company has a product. Marketing is the home work that managers undertake to asses needs, measure their extent and intensity, and determine whether a profitable opportunity exists. Marketing continues throughout the product‗slife, trying to findnew customers and keep current customers by improving product appeal and Performance,learning from product sales results, and managing repeat performance.Marketing definition: ―Asocial and managerial process where by individuals and groups obtains what they need and wantThrough creating and enhancing productsand value with others‖. Almost every marketing text book has a different definition of the term ―marketing‖.The American Marketing Association (AMA) uses the following: ―The process of  planning and executing the conception, pricing, promotion and distribution of ideas, goods andservices to create exchanges that satisfy individual and organizationalobjectives‖. From thisdefinition we see that: marketing involves an ongoing process. The environment is ―dynamic‖. Thismeans that the market tends to change what customers want today is not necessarily what theywant tomorrow.For example, sales of beef are declining in the United States because consumers have become health oriented. Similarly Tupperware parties are less popular today than they were because there are fewer housewives who do not work outside the home. This process involves both planning and implementing (executing) the plan

  55DATA ANALYSISThe study has been done in the form of a comparative study of Pepsi & Coke. Data has been collected from the retailers of various outlets with the help of a structured questionnaire. Asample of 50 outlets has been taken for the study. Comparative study is a technique that helps thefirm to find out purchasing pattern of retailers and also market shares of Pepsi & Coke.CONTRIBUTION OF OUT LETS IN A SALE OF SOFT DRINKS:Generally people tend to buy soft drink at the nearest outlet. So the manufacturer has theresponsibility to serve the consumer with a soft drink whenever and wherever he wants. In order toserve the consumer best it is necessary to know the contribution of

outlets through which their  production reaches the ultimate consumers. The retailers in Vijayawada can be broadly classifiedinto six types. Nearly 150 outlets were located in the town, in which 50 outlets have been taken for the survey. Table shows the contribution of the outlets in sale of the soft drinks in Vijayawadatown.Types of Outlets: Pan shops Bakery General/departmental stores Cool drink shop Hotel/ ice cream parlor  Bar and restaurant Company wise market share of soft drinks inVijayawadacity: In Vijayawada, there are two major brands of soft drinks, which are available in market,together holding a market share of almost 98%. These soft drinks compete themselves for higher market shares.The Pepsi products are available under the brand names of Pepsi, Miranda-O, Miranda-L, 7up, slice, and Lehar evenness soda, Aquafina water. The Coke products under the brandnames of Coca-Cola, Thums Up, Limca, and Fanta, Sprite, and Kinely soda are available inVijayawada town.

  56In order to evaluate the market share of each brand to the total stock of soft drinks,retailers were asked to give information regarding the stock of each brand (study was made using bottles as a measureof comparison).From the analysis of retailers stock, it was found that Pepsi has a market share of 42%,while the rest of 58% goes to Coke.

  57DATA ANALYSIS AND INTERPRETATION 1.From which distribution channel you receive better service? Table-1: S.No RESPONSE No. Of.RESPONDENCE percentage1 Pepsi 45 90%2 Coca-Cola 5 10%Total 50 100%Graphical Representation: 1 No.Of.RESPONDENCE Pepsi Coca-Cola Interpretation: Among the sample size of 50 retailers, the 90% people said that the delivery of Pepsi provides better service, and the remaining 10% people said that the delivery of Coca-Cola provides better service.

  582.Who have the highest market share? Table-2 S.No RESPONSE No. Of.RESPONDENCE percentage1 Pepsi 20 40%2 Coca-Cola 30 60%Total 50 100%Graphical Representation: 2 No.Of.RESPONDENCE 302010 No.Of.RESPONDENCE0 Pepsi Coca-ColaInterpretation: Among the sample size of 50 retailers, 40% people are purchase their products fromPepsi and remaining 60% people from Coca-Cola.

  593.Which one have better taste? Table-3: Graphical Representation: 3 No.Of.RESPONDENCE Pepsi Coca-Cola Interpretation: Among the sample size of 50 retailers, 40% people agree Pepsi products are tastyones, and remaining 60% people agree Coca-cola products are tasty ones.S.No RESPONSE No. Of.RESPONDENCE percentage1 Pepsi 20 40%2 Coca-Cola 30 60%Total 50 100%

  604. Which one provides better or best Quality?Table-4:Graphical Representation: 4Interpretation:Among the sample size of 50 retailers, 86% of people said that the Pepsi provides best quality, andthe remaining 4% people said that the Coca-cola provides better quality.0204060PepsiCoca-ColaNo. Of. RESPONDENCENo. Of. RESPONDENCES.No RESPONSE No. Of.RESPONDENCE percentage 1 Pepsi 43 86%2 Coca-Cola 7 4%Total 50 100%

  6711. Which company have highest brand image? Table-11:Graphical Representation: 11Interpretation:Among the sample size of 50 retailers, the Pepsi got 20% of people and remaining 80% of peopleselect Coca-Cola have highest brand image.010203040PepsiCoca-ColaNo. Of. RESPONDENCENo. Of. RESPONDENCES.No RESPONSE No. Of.RESPONDENCEPercentage1 Pepsi 10 20%2 Coca-Cola 40 40%Total 50 100%

  6812. Who are the major customers of Pepsi? Table-12:Graphical Representation: 12Interpretation:Based on 50 retailers, we got two categories are major customers of Pepsi they are, professionals, andEmployees with 60%, 40%.050resultresultS.No Category Result No. of.RespondentsPercentage1 Professionals Yes 30 60%2 Employees Yes 20 40%3 Daily workers No 0 0%4 Children No 0 0%5 Others No 0 0%Total 50 100%

  6913. Who are the major customers of Coca-Cola? Table-13:Graphical Representation: 13Interpretation:Based on 50 retailers, we got Daily workers are the major customers of Coca-Cola with 100%.050resultresultS.No Category Result No. of.RespondentsPercentage 1 Professionals No 0 0%2 Employees No 0 0%3 Daily workers Yes 50 100%4 Children No 0 0%5 Others No 0 0%Total 50 100%

  835. Which company provides useful promotional activities?a) Pepsi [] b) Coca-Cola []6. Which company provides credit policies?a) Pepsi [] b) Coca-Cola []7. Which company provides better discounts?a) Pepsi [] b) Coca-Cola []8. Which product of Pepsi gave highest retail market?a) Pepsi [] b) 7up []c) Slice []d) Miranda []e) LemonMiranda []f) Nimbooz []g) Mountain dew []h) Lehar soda []i) Aquafina water []9. Which product of Coca-Cola gave highest retail market?a) Thumsup [] b) Sprite []c) Fanta []d) Limca []e) Minute made []f) Kinely soda []g) Maaza []

  8410. Which product gave highest position in retail world based on two brands?a) Pepsi [] b) 7up []c) Aquafinawater []d) Thumsup []e) Sprite []f) Maaza []11. Which company have highest brand image?a) Pepsi [] b) Coca-Cola []12. Who are the major customers from Pepsi?a) Professionals [] b) Employees []c) Dailyworkers []d)Children‗s[ ]e) Others [ ] 13. Who are the major customers from Coca-Cola?a) Professionals [] b) Employees []c) Dailyworkers []d)Children‗s[ ]e) Others [ ] 14. Who are suffering from seasonal fluctuations?a) Pepsi [ ] b) Coca-Cola [ ]15. Who provides better pricing offers?a) Pepsi [] b) Coca-Cola []

  8516. Form which company retailers suffering for inconvenience?a) Pepsi [ ] b) Coca-Cola [ ]17. Which company has effective advertising of their products?a) Pepsi [ ] b) Coca-Cola [ ]18. Who provides better publicity?a) Pepsi [ ] b) Coca-Cola [ ]19. Who provides highest quantity in pet bottles?a) Pepsi [ ] b) Coca-Cola [ ]20. Overall, which product you will support?a) Pepsi [ ] b) Coca-Cola [ ]c) Both [ ]

  7014. Who is suffering from Seasonal fluctuations?Table-14:Graphical Representation: 14Interpretation:Based on 50 retailers, they said there are no seasonal fluctuations from Pepsi and fully suffering fromCoca-Cola.010203040PepsiCoca-ColaNo. Of. RESPONDENCENo. Of. RESPONDENCES.No RESPONSE No. Of.RESPONDENCEPercentage 1 Pepsi 0 0%2 Coca-Cola 50 100%Total 50 100%

  7115. Who is provides better pricing offers?Table-15:Graphical Representation: 15Interpretation:Based on 50 retailers, 98% of peoples are said about Pepsi provides better pricing offers andremaining 2% of people said about Coca-Cola.0204060PepsiCoca-ColaNo. Of. RESPONDENCENo. Of. RESPONDENCES.No RESPONSE No. Of.RESPONDENCEPercentage 1 Pepsi 49 98%2 Coca-Cola 1 1%Total 50 100%

  7216. From which company retailers suffering for inconvenient?Table-16:Graphical Representation: 16Interpretation:Among the sample size of 50 retailers, 100% peoples are suffering for inconvenient from coca-cola.0204060PepsiCoca-ColaNo. Of. RESPONDENCENo. Of. RESPONDENCES.No RESPONSE No. Of.RESPONDENCEPercentage 1 Pepsi 0 0%2 Coca-Cola 50 100%Total 50 100%

Graphical Representation: 16Interpretation:Among the sample size of 50 retailers, 100% peoples are suffering for inconvenient from coca-cola.0204060PepsiCoca-ColaNo. Of. RESPONDENCENo. Of. RESPONDENCES.No RESPONSE No. Of.RESPONDENCEPercentage 1 Pepsi 0 0%2 Coca-Cola 50 100%Total 50 100%

  7317. Which companies have effective advertising of their products? Table-17:Graphical Representation: 17Interpretation:Based on 50 retailers, 80% of people are supports Pepsi have effective advertising of their productsand remaining 20% of people support Coca-Cola.010203040PepsiCoca-ColaNo. Of. RESPONDENCENo. Of. RESPONDENCES.No RESPONSE No. Of.RESPONDENCEPercentage 1 Pepsi 40 80%2 Coca-Cola 10 20%Total 50 100%

  7418. Who provides publicity?Table-18:Graphical Representation: 18Interpretation:Based on 50 retailers, 92% of people are said about Pepsi products are better qualitative products andremaining 8% of people are support with Coca-Cola.0204060PepsiCoca-ColaNo. Of. RESPONDENCENo. Of. RESPONDENCES.No RESPONSE No. Of.RESPONDENCEPercentage 1 Pepsi 47 92%2 Coca-Cola 3 8%Total 50 100%

  7519. Who provides highest quantity in pet bottles?Table-19:Graphical representation: 19Interpretation:In this query the two companies Pepsi and Coca-Cola got equal response.0102030PepsiCoca-ColaNo. Of. RESPONDENCENo. Of. RESPONDENCES.No RESPONSE No. Of.RESPONDENCEPercentage 1 Pepsi 25 50%2 Coca-Cola 25 50%Total 50 100%

  7620. Overall, which product you will support? Table-20:Graphical Representation: 20Interpretation:Based on 50 retailers, 80% of peoples support with Pepsi and other 10% of people support with Coca-Cola.010203040PepsiCoca-ColaNo. Of. RESPONDENCENo. Of. RESPONDENCES.No RESPONSE No. Of.RESPONDENCEPercentage 1 Pepsi 40 80%2 Coca-Cola 10 10%Total 50 100%