Description
PepsiCo is a world leader in a convenient food and beverages in 2005, with revenues of more than & 32 billion and more than 1, 57, 000 employees. The company consists of Frito-Lay North America PepsiCo Beverages North America, PepsiCo International and Quaker Foods North America.
REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS
“A PROJECT REPORT ON
ANALYSIS OF GAP & MARKET SHARE
OF PEPSICO IN SAMBALPUR”
A project report submitted to
Regional College of Management Autonomous
in partial fulfillment for PGDM degree
ABINASH MAHAPATRA
Reg.No-1201247105 (PGDM)
EXTERNAL GUIDE INTERNAL GUIDE
Mr. Debaditya Ghosh Prof. Hitesh Kar
(SDM PepsiCo, Western Odisha) (Faculty RCMA)
REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS
BHUBANESWAR, ODISHA
Page | I
DECLARATION
This is to certify all that the dissertation entitled “ANALYSIS OF GAP AND MARKET
SHARE OF PEPSICO” submitted to Dept. of PGDM, R.C.M (A) College for the partial
fulfillment of the requirement of “POST GRADUATE DIPLOMA IN MANAGEMENT”.
The bonafide record of work is done by me at under the supervision
of Mr. Debaditya Ghosh, (SDM), in PepsiCo.
To the best of my knowledge, the work reported here doesn’t form
part of any other work on the basis of which a degree or award was conferred on earlier
occasion.
SUBMITTED BY:-
ABINASH MAHAPATRA
PGDM (2012-2014)
Roll. No- 1201247105
Page | II
GUIDE CERTIFICATE
This is to certify that Mr. Abinash Mahapatra bearing the Roll no.-1201247105 has
successfully completed the organizational study and submitted his project work entitled “A
study on Analysis of Gap and Market share of PepsiCo in Sambalpur” in our college
as the Summer Internship project report for the PGDM programme in Regional College of
Management (Autonomous), Bhubaneswar during the year (2012-2014).
DATE: Prof. Hitesh Kar
PLACE: BHUBANESWAR RCM (A), BHUBANESWAR
Seal of the Institute
Page | III
COMPANY CERTIFICATE
Page | IV
ACKNOWLEDGEMENT
This project report is a sincere attempt to carefully and systematically gather facts about and
evaluate the sales promotion and market research on PepsiCo, Sambalpur. It is my proud
privilege to release the feelings of my gratitude to several persons who helped me directly or
indirectly to conduct this project work.
I express my deep sense of gratitude to my honorable guide Prof. Hitesh Kar (RCMA) who
guided me during the project. I also express to Mr. Debaditya Ghosh (SDM PepsiCo), my
profound sense of gratitude of who provided me an opportunity to work and also guide me at
every step of my project. His proper direction and constant inspiration provide to be an asset
for this project.
Last but not the least I express my thanks to all the person and friends who always encourage
me and provided me support at all times. And I am also grateful to my parents for providing
me the continuous support which helped me to fight against all odds.
PLACE: SAMBALPUR ABINASH MAHAPATRA
DATE: 02-08-2013 SIGNATURE
Page | V
PREFACE
Practical training is considered to be an essential part of all the institutions and those who are
aspiring for PGDM. This project is done in the field of marketing. As aspect of management
education, which receiving attention the evaluation of the practical training is to bring actual
environment in touch in BUSINESS MANAGEMENT. It rigidly accepted that the theory
widens one’s thinking viz., concepts of marketing philosophies, but practice indicates the
modern marketing and used in wide variety of setting of products. This project work has been
done for S.M.V beverages pvt. Ltd., and has its bottling plant situated at Jagatpur Area on
Cuttack. I have done my training in SAMBALPUR Market (ODISHA) under the guidance of
the executive of S.M.V Beverages Pvt. Ltd. The report gives a true picture of the practical
activities done by me within the jurisdiction. The study area is limited to SAMBALPUR and
this adjoining area. Hence, the result of study is particularly to SAMBALPUR and general to
the entire town in SAMBALPUR.
The topic “A Comparative analysis of Gap & Market share of PEPSI in Sambalpur with
special reference of PEPSI INDIA. Ltd. under S.M.V Beverages Pvt Ltd,” was selected to
understand the various activities involved in marketing during supply of product from plant
to end user, like promotional activities, sales promotion, advertising, distribution channel,
merchandising policy etc.
I am highly obliged to receive this existing opportunity to work experience from such
immensely co-operative, dynamic a challenging organization. I hope that you will appreciate
with my work.
Page | VI
CONTENTS
CHAPTER .NO: PAGE.NO:
CHAPTER 1: INTRODUCTION (02 – 08)
1.1. Introduction to the study
1.2. Objective of the study
1.3. Scope of the study
1.4. Importance of the study
1.5. Limitation of the study
1.6. Review of literature
1.7. Period of study
1.8. Brief objective assigned by the mentor
CHAPTER 2: THEORITICAL FRAMEWORK OF THE STUDY (09 – 17)
2.1. History of Gap model
2.2. Theory of the Gap model
2.3. Application of the Gap model
2.4. Definition of market share
2.5. Market share analysis
CHAPTER 3: COMPANY PROFILE & INDUSTRY SCENARIO (18 – 35)
3.1. The soft drink market
3.2. History of soft drink in India
3.3. Company profile
3.4. History of Pepsi in India
3.5. Mission & Vision of PepsiCo
3.6. About S.M.V Beverage pvt ltd
Page | VII
CHAPTER 4: BRAND & PRODUCT PROFILE (36 – 57)
4.1. Product profile
4.2. Brands
4.3. Brand ambassador of PepsiCo
4.4. Product profile & price list
4.5. SWOT Analysis
CHAPTER 5: RESEARCH METHODOLOGY (58 – 61)
5.1. Meaning of research
5.2. Methods of data collection
5.3. Limitation of research study
CHAPTER 6: DATA ANALYSIS & INTERPRETATION (62 – 79)
6.1. Analysis of data
6.2. Findings
6.3. Recommendation
6.4.Conclusion
CHAPTER 7: ANNEXURE (80 – 84)
7.1. Questionnaire
7.2. Bibliography
Page | VIII
LIST OF TABLES
TABLE NO. PARTCULARS PAGE NO.
01 SEGMENTATIONS OF OUTLETS 65
02 TYPE OF OUTLETS 66
03 NUMBER OF VISICOOLER IN TOWN 67
04 SALES 68
05 FILLED CRATES 69
06 EMPTY CRATES 70
07 VISIT OF PSR 71
08 SALES EFFECTIVE MEDIA 72
09 PROMOTIONAL ACTIVITIES 73
10 PROBLEMS 74
11 ATTRIBUTES OF PEPSICO 75
Page | IX
LIST OF CHARTS
CHART NO. PARTICULARS PAGE NO.
01 SEGMENTATION OF OUTLETS 65
02 TYPE OF OUTLETS 66
03 NUMBER OF VISICOOLER IN TOWN 67
04 SALES 68
05 FILLED CRATES 69
06 EMPTY CRATES 70
07 VISIT OF PSR( PEPSI) 71
VISIT OF PSR(COKE)
08 SALES EFFECTIVE MEDIA 72
09 PROMOTIONAL ACTIVITY 73
10 PROBLEMS 74
11 ATTRIBUTES OF PEPSICO 75
Page | 1
EXECUTIVE SUMMARY
PepsiCo is a world leader in a convenient food and beverages in 2005, with revenues of more
than & 32 billion and more than 1, 57, 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 sells and the retail level of about & 85 billion. PepsiCo is the world’s premier
consumer Products Company focused on convenient foods and beverages. PepsiCo is India
produces healthy financial rewards to investors as it provides opportunities for growth and
enrichment to employees, business partners and the communities in which it operate.
The project was undertaken under the guidelines of Orissa, S.M.V Beverage Pvt. Ltd. and
franchise of PepsiCo limited to survey the market of Sambalpur and outer Sambalpur in order
to know the Gap & Market share of PepsiCo and also to know the problems faced by the
retailers and to recommend the company how to solve these problems.
To facilitate the research work on questionnaire method was adopted for the collection of the
data as a primary research whereas the secondary data was collected from different books,
company library and the other trade / business websites. Questionnaire contains both open
ended questions and close ended questions, on the basis of the feedback the analysis was
done with the help of the clear graphical representation by using pie charts, and other graphs.
The next step was the most important step for analysis at the actual findings of the project
and recommend to the company what can be incorporated for further improvement.
Page | 2
Page | 3
INTRODUCTION TO THE STUDY
Beverage industry is one of the fast growing industries in India. It can be
divided into two sections i.e. carbonated and Non-carbonated. The carbonated drinks that can
be further classified into Cola, Lemon Orange, Mango and Apple segments.
“Marketing is a social and managerial process by which individual and
groups obtain what they need and want through creating, offering and exchanging products of
value and others”. Phillip Kotler The American Marketing Association (AMA).
“The process of planning and executing the conception, pricing, promotion
and distribution of ideas, goods and services to create exchanges that satisfy individual and
organizational goals”. The 21
st
century was era of advertising, marketing and sales
production; marketing is to convert social needs into profitable opportunities. As it is said
“Marketing thinking starts with the human needs and wants”. Apart from basic necessities of
air, water, shelter and clothing every person has the strong desire for recreation and services.
Marketing serves as the link between the society need’s and its pattern of industrial
response. Beverages industry is one of the fast growing industries in India. It can be divided
beverages into two sections i.e. Carbonated. The carbonated drinks are soft drinks that can be
further classified into cola, lemon, orange, mango segments
Page | 4
OBJECTIVES OF THE STUDY
? To determine how many retailers are interested for PepsiCo brands.
? To determine the standard of service and retailer relationship.
? To determine the preference level of Pepsi in comparison to the coke.
? To find out the sales level of Pepsi in comparison to the coke.
? To find out the retailers and dealers perception about the Pepsi product.
? To find out the various factors influencing purchase of the Pepsi or Coke.
? To know the stock position of Pepsi and its competitors at different outlets.
? The survey was done to find out the present status of Pepsi in the retail outlets.
? To collect data about the retailers that can be used for activating new channels and
merchandising opportunities.
? To study the marketing and promotional activities at various retail outlets.
? To study the percentage share of Pepsi’s cooling equipment’s.
? What is the market share of Pepsi through this training in Sambalpur market?
? How many outlets in Sambalpur?
? To find out the various complaints of retailers and dealers.
? To determine the skims provided to the retailers.
Page | 5
SCOPE OF THE STUDY
Scope of the study for PEPSI, by this study, the company will come to know:-
? Through this study company can know about its growth.
? This study will also help to the company to know about their new concepts position in
the market.
? This study will also help to the company to know about its promotional activities.
? Through this study company will know about the availability of its products in the
market.
Many more scope of this topic may be as follows:
i. Target market segment.
ii. Evaluating awareness about Pepsi Company.
iii. Comparison of Pepsi product to competitors.
iv. Identification of market potential.
v. Evaluating customers need with company product.
vi. Collecting suggestion for product improvement etc.
The survey was based on two topics:-
? Firstly, we have to check the cooler management i.e. the cooler that was provided by
the company to the customer, are properly managed/working or not. And lastly the
most important aspect of cooler management was the brand order.
? Secondly, we have to check the availability of the product i.e. whether the product is
available to the customer or not.
Page | 6
IMPORTANCE OF THE STUDY
The training in the organization is very important for a student who is undergoing with such
Course. This course is not the answers for all the problems, which arises in the practical
field. There is no certain formula for any particular problem, but the aim of this study is to
develop the ability of decision- making. Right decisions at right time itself help the
organization to run smoothly.
The training in an organization gives an idea how decisions are taken when any problem
comes to an executive. So the way of problem solving, right decisions making and
knowledge of different type marketing activities give much importance to the study.
Simultaneously, it is also beneficial for the company to make certain change in quality
/service/price of the product according to consumer demands. For long running a business
organization such types of improvements in needed time to time.
LIMITATIONS OF THE STUDY
? The survey was conducted in the peak season when the sale was too high, by this I
cannot get the appropriate result.
? Money-as no stipend was given, it was difficult to cover a wide area.
? All the work was limited in Sambalpur area, so, the findings should not be
generalized. The finding of survey will be strictly based on the response of
consumers, retailers/dealers, since it is difficult to ascertain the authenticity of their
statement.
? Though every sincere and possible effort has been made to collect the data, some
retailers, mostly betel shops were Uncooperative in providing the data.
? Even through some of the retailers were scolded me when I was talking about Pepsi.
? The study was small in size to gather accurate information about the project.
Page | 7
REVIEW OF LITERATURE
To explore the reasons behind these developments this study will analyze the marketing
initiatives and policies of PepsiCo India in detail with particular focus on its various gaps in
the service marketing of PepsiCo.
The above-mentioned objectives can be achieved by carrying a proper and planned
research involving different types and methods. The data collected followed the foundations
for the study and gave a platform for the analysis and findings which lead to the fulfillment of
the objectives.
The data collected for research is primary and secondary. Primary data is collected by
observation, interviews and questionnaires. While secondary data is collected from the
internet through different case studies and reports on the CSD industry. Observation method
was carried in Sambalpur to know the market position and market share of PepsiCo products.
Interviews of people from the sales department were conducted to know the sales and
distribution network and marketing policies of PepsiCo, while questionnaire method was
used to know about the retailer’s perception regarding the Gap in the service quality of
PepsiCo. Secondary data is used to know about the CSD industry and the Company i.e.
PepsiCo.
The data collection and analysis paves way for the recommendation ad conclusion of the
study that reveals some important findings regarding the strategy and corporate structure and
strategy of PepsiCo India
Page | 8
PERIOD OF STUDY
Period of study was for two months in PepsiCo. It started from 17
th
of May to 17
th
of July in
PepsiCo as on project “Analysis of Gap and Market share of PepsiCo”. During these days I
come to know about the market share of Pepsi with that of coke and its service gap in
Sambalpur market.
BRIEF OBJECTIVE ASSIGNED BY THE MENTOR
The following are the responsibilities given by my mentor:-
? To visit each and every outlets in sambalpur town and fill the EDS form containing
the name of the outlets and its owner, number of visicooler and monthly sales of
Pepsi and coke.
? To know the service gap of PepsiCo in Sambalpur.
? To know the problems regarding visicooler, shortage of supply and other problems
faced by the retailers.
? After completion of my work, I was assigned the duty to visit all the routes in
Sambalpur town with PSR.
Page | 9
Page | 10
THE GAP MODEL IN SERVICE MARKETING
HISTORY OF GAP MODEL:
The gap model of service quality was first developed by a group of authors,
Parasuraman, Zeithaml, Berry, at Texas A&M and North Carolina Universities, in
1985(Parasuraman, Zeithaml & Berry) based on exploratory studies of service such as
executive interviews the authors proposed a conceptual model of service quality indicating
that consumers perception towards a service quality depends on the five gaps existing in
organization consumer environments. They further developed in depth measurement scales
for service quality in a later year (Parasuraman, Zeithaml, Berry, 1988).
THEORY OF GAP MODEL:
Perceived service quality can be defined as according to the model, the
difference between consumer expectation and perceptions which eventually depends on the
size and the direction of the five gaps concerning the delivery of service quality on the
company’s side (fig 1. Parsuraman, Zeithaml, Berry, 1985).
Customer gap = f (gap1, gap2, gap3, gap4, gap5)
The magnitude and the direction of each gap will affect the service quality. For
instance, gap 3 will be favorable if the delivery of a service exceeds the standards of services
required by the organization and it will be favorable when the specifications of the service
delivered are not met.
Page | 11
GAP 5-Customer gap
CUSTOMER
MARKETER
GAP 4- Communication gap
GAP3- Delivery gap
GAP1- Knowledge gap
GAP 2- Policy gap
(Fig 1: The integrated Gaps model of service quality)
(Parasuramana, Zeithaml, Berry, 1985)
Word of mouth
communication
Personal Needs Past Experiences
Expected Service
Perceived service
Service Delivery
(pre & post contacts)
Translation of
perceptions into
service quality
specifications
Management
perceptions of
customer’s
expectations
External
communication to
customers
Page | 12
The key points for each gap can be summarized as follows:-
? Gap 1- The difference between what customer expected and what management
perceived about the expectation of customers.
? Gap 2- The difference between management’s perceptions of customer expectations
and the translation of those perception into service quality, specifications and designs.
? Gap 3- The difference between specifications or standards of service quality and the
actual service delivered to customers.
? Gap 4- The difference between the services delivered to customers and the promise of
the firm to customers about its service quality.
? Gap 5- It is the customer gap. The difference between customer expectations and
perception is the service quality gap.
APPLICATIONS OF THE GAP MODEL:-
First of all the model clearly determines the two different types of gap in service
marketing namely the customer gap and the provider gap. The latter is considered as internal
gap within a service firm. This model really views the services as a structured, integrated
model which connects external customers to internal services between the different functions
in a service organization.
The important applications of the gap model are as follows:-
1. The gap model of service quality gives insights and propositions regarding customer’s
perceptions of service quality.
2. Customer always use 10 dimensions to form the expectation and perceptions of
service quality.
3. The model helps predict, generate and identify key factors that cause the gap to be
unfavorable to the service firm in meeting customer’s expectations.
Page | 13
(Fig: 2 the 10 determinants of service quality)
(Parasuraman, Zeithaml, Berry, 1985)
Words of mouth
communications
Personal Needs
Past
Experiences
Expected service
Perceived service
The10 determinants of
service quality:-
? Access
? Communication
? Competence
? Courtesy
? Credibility
? Reliability
? Responsiveness
? Securities
? Tangibles
? Understanding/
Knowing the
customer
Page | 14
THE CUSTOMER GAP: - THE GAP BETWEEN CUSTOMER EXPECTATIONS
AND CUSTOMER PERCEPTIONS:
The customer gap is the difference between customer expectations and
customer perceptions. Customer expectation is what the customer expects according to
available resources and is influenced by cultural background, family lifestyle, personality,
demographics, advertising, experience with similar products and information available
online. Customer perception is totally subjective and is based on the customer’s interaction
with the product or service, perception is derived from the customer satisfaction of the
specific product or service and the quality of service delivery. The customer gap is the
most important gap and in an ideal world the customer’s expectation would be almost
identical to the customer’s perception.
In a customer oriented strategy, delivering a quality service for a specific
product should be based on a clear understanding of the target market, understanding
customer needs and knowing customer expectations could be the best way to close the gap.
THE KNOWLEDGE GAP: - THE GAP BETWEEN CONSUMER EXPECTATION
AND MANAGEMENT PERCEPTIONS:
The knowledge gap is the difference between the customer’s expectations of
the service provided and the company’s provision of the service. In this case managers are
not aware or have not correctly interpreted the customer’s expectation in relation to the
company’s services or products. If a knowledge gap exists, it may mean companies are
trying to meet wrong or non-existing customer needs. In a customer oriented business. It is
important to have a clear understanding of the consumers need for service. To close the
gap between the consumers expectation for service and managements perceptions of
service delivery will require comprehensive market research.
Page | 15
THE POLICY GAP:- THE GAP BETWEEN MANAGEMENT PERCEPTION AND
SERVICE QUALITY SPECIFICATIONS:
According to Kasperetal, this gap reflects management’s incorrect translations of
the service policy into rules and guidelines for employees. Some companies experience
difficulties translating consumer expectation into specific service quality delivery. This can
include poor service design failure to maintain and continually update their provision of good
customer service or simply a lack of standardization. This gap may see consumers seek a
similar products with better service elsewhere.
THE DELIVERY GAP: - THE GAP BETWEEN SERVICE QUALITY
SPECIFICATION AND SERVICE DELIVERY:
This gap exposes the weakness in employee’s performance. Organization with a
delivery gap may specify the service required to support consumers but have subsequently
failed to train their employees put good processes and guidelines in action. As a result.
Employees are ill-equipped to manage consumer’s needs.
Some of the problems experienced if there is a delivery gap are:-
? Employees lack of product knowledge and have difficulty managing customer
questions and issues.
? Organizations have poor human resource policies.
? Lack of cohesive teams and the inability to deliver.
Page | 16
THE COMMUNICATION GAP: - THE GAP BETWEEN SERVICE DELIVERY AND
EXTERNAL COMMUNICATIONS:
In some case, promises made by companies through advertising media and
communicator raise customer expectation. When over-promising in advertising does not
match the actual service delivery. It creates a communication gap. Consumers are
disappointed because the promise service does not match the expected service and
consequently may seek alternative product sources.
DEFINITION OF ‘MARKET SHARE’:
The percentage of an industry or markets total sales that is earned by a particular
company over a specified time period. Market share is calculated by taking the company’s
sales over the period and dividing it by the total sales of the industry over the same period.
This metric is used to give a general idea of the size of a company to its market and its
competitors.
MARKET SHARE ANALYSIS:
Market share analysis shows a business how well it is reaching customers in each
neighborhood across its sales region.
Market share analysis is a part of market analysis and indicates how well a firm is
doing in the market place compared to its competitors.
A market share analysis needs to take into account the followings:-
Total market size- it refers to the annual business volume in currency or in number of
transactions.
Market growth rate- it refers to the Compounded Annualized Growth Rate (CAGR) taken
over a period of 3 to 5 years.
Page | 17
Market share- it is a breakup of market size in percentage terms, to help identify the top
players, the middle and the “minnows” of the market place, based on the volume of business
conducted.
Market segmentation- some of the factor that determine the market are price, quality, speed
of service, ease of maintenance and points of distribution. By mapping on quality and price
parameters, it is possible to identify graphically the spaces which are crowded by service
providers and which are the relatively empty spots.
Key players- The top players in each segment of the market is the key players. The extent to
which they provided premium quality, or premium service or price advantage, can help
identify future target segments.
SWOT analysis- the strengths of players as well as weaknesses/areas of improvement are
needed to combat the onslaught in a marketing warfare. Strength and weakness include brand
equity, geographic presence, strong management/leadership, technological edge, and
patent/copyrights.
Emerging opportunities- It should be identified which could make the market grow
faster/larger or acquire business more easily. Similarly, there are threat factors that could
reduce the total market size. These could be due to regulatory guidelines, changes in fashion
trends, consumer preference, macro-economic events like currency crisis, import/export, war,
natural calamity.
Business continuity plan- While planning for market share analysis, the worse must be
planned for to ensure continuity of the concern in the event of the calamity. Companies which
have a continuity plan usually sustain shocks better and ensure achievement of targeted
market share.
Target market share- based on the above analysis, it is possible to arrive at the overall
market size for the assessment period and their by decide on the volume of business the firm
targets to achieve during the period. This helps determine the firms targeted market share.
This also helps budget for activities like budgeting for R&D, sales, promotion, marketing,
and training.
Page | 18
Page | 19
THE SOFT DRINK MARKET
Non-alcoholic soft drink beverage market can be divided into fruit drinks and soft
drinks. Soft drinks can be further divided into carbonated and non-carbonated drinks. Cola,
lemon, oranges are carbonated drinks while mango drinks come under non-carbonated
category. The soft drinks market till early 90’s was in hands of domestic players like Campa,
Thumps Up, Limca etc. but with opening up of economy and coming of MNC players Pepsi
and Coke the market has come totally under their control. While worldwide Coke is the
leader in carbonated drinks market in India it is Pepsi which scores over Coke but this
difference is fast decreasing (Courtesy huge ad-spending by both the players). Pepsi entered
Indian market in 1991, Coke re-entered (After they were thrown out in 1977, by the then
central government) in 1993.
Pepsi has been targeting its products towards youth and it has struck right chord
with the market and the sales have been doing well by sticking to this youth bandwagon.
Coke on the other hand struggled initially in establishing itself in the market. In a span of 7
years of its operations in the country, it changed its CEO four times but finally they seem to
have st311edunderstanding the pulse of Indian consumers.
Soft drinks are available in glass bottles, aluminum Cans and PET bottles for home
consumptions. Fountains also dispense them in disposable containers.
HISTORY OF SOFT DRINK IN INDIA
India is a potentially one of the largest consumer market in the world. Soft drink is
a typical product, which quenches thirst and also used for refreshment. In old days people
used to quench their thirst by taking water, Jal jeera, Lassi, Sharbat, Ganna Juice etc. which
still prevailing in the market. But as the people require more advance and efficient drink, so
there felt a need for more sophisticated means of satisfying thirst, which ultimately gave to
the production of modern soft drink.
A soft drink is a non-alcoholic beverage. It is artificially flavored drink, which
contains no fruit juice or pulp.
Page | 20
Introduction of soft drink in the name of COCA-COLA was first created in 1886 in
USA.Dr. John S. Perfector formulated the formula of Coca-Cola. The Parle came up by
introducing ‘Gold Spot’ in orange flavor. It was really (1challenging task for Parle to position
i.e. Gold Spot in the market against Coca-Cola, because using foreign brands habituated
people. So first of all, it was launched in Bombay and free sampling was done in hotels,
restaurant, offices and clubs to make people aware about the taste and quality because it was
quite different from Coca-Cola in these two attribute.
After a tedious effort of about 20 years, it succeeded in establishing its separate
identity. Thus Coca-Cola was the first foreign brand introduced in India during 1965and the
first Indian brand soft drink was Gold Spot launch in the later part of 1940’s.
During the rule of Janta Party at center in 1978, the Indian government cancelled
collaboration with USA’s Coca-Cola company and
As result Coca-Cola winded up its operation in India. Now Indian market was open
for various cold drinks. Several companies came forward pushing the’ different brands in the
market. Parle introduced ‘Thums Up’. Pure drink of Delhi introduced Campa-Cola along with
Campa Orange and Campa-Cola.
Modern bakeries introduced double seven. Mohan Making came up with Marry and
Pick Up and McDowell came up with thrill, Rush sprint in Indian market. Umpin (Godrej)
and treeto (Lipton) entered with tetra pack and started grabbing the market in the absence of
Coca-Cola.
In 1991, a multinational company globally known as P.C. 1. (Pepsi Cola
International) entered the Indian market with the name P.F.L. (Pepsi Food Limited). Its
president Christopher found a large scope for their soft drink in India.
Both PFL and Parle were the two main bottlers in the soft drink arena. There was a
cut throat competition between them.1993, Coca-Cola re-entered into the Indian market and
acquired five brands of Parle i.e. Thums! Up, Limca, Citra, Maza and Gold-Spot. Thus in
India, Coca-Cola has become the close rival of Pepsi Foods Limited (PFL). They are fighting
each other to gain a clear edge over the other.
Page | 21
A present, Pepsi Foods Limited has 44 bottling plants while Coca-Cola has 62
bottling plants. The total money invested by Pepsi Foods Ltd. is 500 million dollars while
Coca-Cola has invested 800 million dollars in India. The Indian soft drink market was
growing at an encouraging 16% per annum which augured well for both the companies.
COMPANY PROFILE
PepsiCo is an American multinational food and beverage corporation headquartered
in Purchase, New York, United States, with interests in the manufacturing, marketing and
distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed
in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since
expanded from its namesake product Pepsi to a broader range of food and beverage brands,
the largest of which include an acquisition of Tropicana in 1998 and a merger with Quaker
Oats in 2001—which added the Gatorade brand to its portfolio.
As of January 2012, 22 of PepsiCo's product lines generated retail sales of more than
$1 billion each, and the company's products were distributed across more than 200 countries,
resulting in annual net revenues of $43.3 billion. Based on net revenue, PepsiCo is the second
Page | 22
largest food & beverage business in the world. Within North America, PepsiCo is ranked (by
net revenue) as the largest food and beverage business.
Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006, and
the company employed approximately 297,000 people worldwide as of 2011. The company's
beverage distribution and bottling is conducted by PepsiCo as well as by licensed bottlers in
certain regions. PepsiCo is a SIC (beverage) company.
ORIGIN
The recipe for Pepsi (the soft drink), was first developed in the 1880s by a pharmacist
and industrialist from New Bern, North Carolina, named Caleb Bradham – who called it
"Pepsi-Cola" in 1898. As the cola developed in popularity, he created the Pepsi-Cola
Company in 1902 and registered a patent for his recipe in 1903. The Pepsi-Cola Company
was first incorporated in the state of Delaware in 1919. The company went bankrupt in 1931
and on June 8 of that year the trademark and syrup recipe was bought by Charles Guth who
owned a syrup manufacturing business in Baltimore, Maryland. Guth was also the president
of Loft, Incorporated, and a leading candy manufacturer and used the company's labs and
chemists to reformulate the syrup. He further contracted to stock the soda in Loft's large chain
of candy shops and restaurants, which were known for their soda fountains, used Loft
resources to promote Pepsi, and moved the soda company to a location close by Loft's own
facilities in New York City. In 1935 the shareholders of Loft sued Guth for his 91% stake of
PepsiCo in the landmark Guth v. Loft Inc.. Loft won the suit and on May 29, 1941 formally
absorbed Pepsi into Loft, which was then rebranded as Pepsi Cola Company that same year.
(Loft restaurants and candy stores were spun off at this time.) In the early 1960s the company
product line expanded with the creation of Diet Pepsi and purchase of Mountain Dew.
In 1965, the Pepsi-Cola Company merged with Frito-Lay, Inc. to become PepsiCo,
Inc., the company it is known as at present. At the time of its foundation, PepsiCo was
incorporated in the state of Delaware and headquartered in Manhattan, New York. The
company's headquarters were relocated to its still-current location of Purchase, New York in
1970, and in 1986 PepsiCo was reincorporated in the state of North Carolina.
PepsiCo was the first company to stamp expiration dates, starting in March 1994.
Page | 23
HISTORY OF PEPSI IN INDIA
As an MNC on the globe, Pepsi Foods Ltd. is one of the largest soft drink company
at the world with its head quarter in New York.
Pepsi entered in the Indian soft drink market in 1988 and began its production in
May, 1990 and soon it was giving the local contenders the run for their market. It came out
with dazzling marketing innovation that rocked the cola market line selling the product
through functional Pepsi outlets.
Pepsi success in creating a brand almost from scratch. In India it is the stuff that
marketing case studies are made given the problems of doing over advantage it entered before
coke returned was considerable reduced by the export obligation slapped on the company.
Yet right from the beginning Pepsi demonstrated a far more focused approach while it
entered.
The market like any other MNC, it was quick to adopt. It realize that consumer
particularly the youth to whom it consciously reached out would identify better with a brand
that they see as global yet India Pepsi was built as desi brand. Hence its deliberate attempt to
build ad-campaign using the popular Hinglish, in the process slogans like “yehi hai right
choice baby Aha” and “yeh dil mange more” become a part of India’s popular consciousness.
When Pepsi lost the bidding battle to sponsor a cricket tournament to coke, the loss was
turned into a triumph with the catch line “Nothing official about it”. Two, it cashed in on the
untapped consumer aspiration in smaller towns, tehsils headquarters and hinter-land of
metropolitan cities. Three, it showed a rare ability to not only survive, but grow through
India’s tortuous policy twist and turns which threw many other MNC‘s off balance. And four
its top management teams did not suffer from frequent changes seen at rivals, Coke
consequently it was able to pursue it chosen policy with for greater zeal and dedication.
Unlike Coke which paid enormous prices to buy established local brands. Pepsi
brought its own stuff over and pushed those aggressively with dealers, retailers and
consumer. Right now, it can bark in its outstanding success inbuilt, dinga brand that has
become synonymous with soft drinks across the length and breadth of the country.
Page | 24
MISSION & VISION OF PEPSICO
Mission of the PepsiCo
Our mission is to be the world's premier consumer Products Company focused on convenient
foods and beverages.
We seek to produce financial rewards to investors as we provide opportunities for growth and
enrichment to our employees, our business partners and the communities in which we
operate. And in everything we do, we strive for honesty, fairness and integrity.
Vision of the PepsiCo
"PepsiCo's responsibility is to continually improve all aspects of the world in which we
operate – environment, social, economic – creating a better tomorrow than today."
Our vision is put into action through programs and a focus on environmental stewardship,
activities to benefit society, and a commitment to build shareholder value by making PepsiCo
a truly sustainable company.
Page | 25
LEADERS OF PEPSICO
Zein Abdalla
President, PepsiCo
Saad Abdul-Latif
CEO, PepsiCo, Asia, Middle, East,
Africa
Albert P. Carey
CEO, PepsiCo, Americas
Beverages
Brian Cornell
CEO, PepsiCo, Americas Food
Enderson Guimaraes
CEO, PepsiCo, Europe
Indra K. Nooyi
Chairman & CEO, PepsiCo
Page | 26
ABOUT S.M.V BEVERAGE PVT.LTD
SMV beverages pvt limited is a well-known manufacturing organization in the
state of Orissa for manufacturing and sales of soft drinks since last 32 years. This unit was
incorporated itself as a manufacturing unit is by manufacturing “coke” brands of the product.
There after they took the franchise of “Mc Dowell” and since 1991 they have been
manufacturing “Pepsi” brand products.
It is the only bottling unit of “Pepsi” brand of product. In the state of Orissa Pepsi
is brought to you by the renowned SMV beverages pvt ltd, Jagatpur (Cuttack) best
professionally managed company promoted by the jaipuria group. The promoters for the last
thirty five years in manufacturing national and world renowned brands such as Pepsi,
7up,slice, mirinda, mountain dew, etc. has helped deliver to the customer consistent quality
comparable to the best of international standards.
Today’s fast paced life paced life style and ever changing Drinks style demand
superior quality, ready to use in convenient packaging. The Pepsi drinks meet these demands.
Pepsi is ideal choice for the both classes as well the masses for the individual
consuming low quantities as well as high establishment. The seemingly vast gap in catering
to vast and varied consumer base has been bridged by introducing “contain no fruit in a
hygienic convenient bottle packages.”
LOCATION AND AREA COVERRAGES BY SMV BEVERAGES PVT LTD
SMV beverages pvt ltd is located at Jagatpur industrial area, 7 km away from
Cuttack city, the old capital of the state of Orissa and heart of business activities in the state.
The factory is situated on the bank of the river “Mahanadi”, the largest river in the state and
in the side of National highway -5. The factory is also close to railways station and correctly
located for transport of raw materials and finished products. The factory acquires 7.6 acres of
land out of which 2.5 acres are built up for factory plant and machinery and administrative
offices.-
Page | 27
SILENT FEATURE OF THE COMPANY:-
I. Data of incorporation : 12.05.1967
II. Commencement of production : 16.07.1968
III. Registered office : Jagatpur, cuttack-754021
IV. Production capacity : 38 lakhs crates per annum
V. Go down stock capacity : 1, 20, 000 crates
VI. Total land area : 7.6 acres
VII. Built up area : 2.5 acres
VIII. Market covered : Odisha state
DEPARTMENT OF SMV BEVERAGES PVT LTD
The bottling plant Jagatpur, Cuttack is a franchisee operated bottling operation plant and is
owned by the Jaipuria group. Previously the Goenka owned it .but it was brought over by the
jaipuria and many infrastructures have been added since, not to mention the state of art plans
with major automation. SMV beverages pvt ltd do the bottling and the marketing division is
SMV beverages Pvt Ltd.
The four departments of SMV beverages pvt ltd are:-
1. FINANCE
2. TECHNICAL
3. HUMAN RESOURCES
4. MARKETING AND SALES
MR. Prasenjit Banerjee is the head of the sales department of Western Odisha. Under him the
other supporting bodies are:
? Marketing Development Manager (MDM)
? Territory Development Manager (TDM)
? Account Development co-ordinates (ADC)
? Customer Executives (CE)
Page | 28
ORGANIZATIONAL HIERARCHY
BOARD OF DIRECTOR
MANAGING DIRECTOR
DIRECTOR
CEO
FINANCE MANAGER
A/C ASSISTANT
A/C CLERK
WORKER/OPERATOR
SHIFT ENGINEER
PLANT MANAGER
H.O.S
P.A.M
H.R MANAGER
SENIOR TECHNICIAN
T.D.M
H.R EXECUTIVE
SHIPPING
COORDINATOR
M.D.M M.E.M
C.E
A.D.C
M.E TECHNICIAN
M.D.C EXECUTIVE
Page | 29
PEPSI FRANCHISE, CUTTACK, ORISSA
VISION
To be the best Consumer Products Company in the eyes of our Suppliers, Customers,
Consumers, employees, and Shareholders.
POLICIES OF THE COMPANY
QUALITY POLICY:
? To produce Pepsi range of beverages maintaining desired quality of Products and
Services.
? To attain market leadership and achieve consumer & stakeholder delight.
? To achieve continual improvement of the QMS through effective cost reduction
measures and reviewing KPIs.
SAFETY POLICY:
We shall design, Construct, Maintain & Operate our Plants so that they are safe for:
? The People working in the factory
? The assets of the Company
? The Environment in & around the factory
SCOPE
SMV Beverage has been for the scope of the study in general and HRD dept. in particular.
This is the scope for the study includes the area such as
1) Man power planning
2) Recruitment
3) Selection
4) Induction
5) Training and development
6) Performance appraisal
7) Promotion and separation
Page | 30
THE PROCESS OF MANUFACTURING
The process of manufacturing of Aerated water (soft drinks) and fruits juice under Pepsi
brand is divided into mainly five parts such as:
? Water treatment
? Syrup marketing
? Bottle washing
? Filling
? Crowning and coding
? Testing of the product
MARKETING SYSTEM
Product:
“Pepsi” carbonated water, sugar & added flavor package drinking water. Introduction of
natural color drink is on the cards.
Positioning:
Besides retailing, the company focuses on institutional sales, Special event to make the
product available for additional mileages.
Price:
The company maintains a steady price due to tight competition. It encourages more retail
margin as competitors. However, company does not believe in compromising the quality of
the product.
Promotion:
Schemes and incentives are also given keeping an eye on the competitive activity from time
to time. Company has also introduced a consumer’s awareness scheme to create better brand
awareness of the product.
Page | 31
Publicity:
A company as promotional measure for value sale gives publicity. Adequate point of
purchase materials, adequate display materials and participation of important local festival
are also part of the promotional measure of the company.
Channel of distribution:
Distributors are appointed all over Orissa for marketing the product. Customer executives
appointed by the company support them.
Marketing strategy:
Besides stamping the urban market, the company focus is on penetration in the periphery
rural area.
PRODUCT LINE OF PEPSICO
FLAVORE
LIME&LEMON
(M.DEW)
MANGO
(SLICE)
LEMON
(7UP)
ORANGE
(MIRINDA)
COLA
(PEPSI)
COLD DRINKS
7UP
SLICE
PEPSI
M.DEW
MIRINDA NIMBOOZ
Page | 32
DISTRIBUTION CHANNEL OF SMV BEVERAGES PVT.LTD
Customer
DISTRIBUTION CHANNEL OF PEPSI
A distribution channel is a set of interdependent involved in the process of making a product
or service available for use or consumption or industrial.
We know that consumer of any age or sex engaged in any activity needs a proper
distribution to make available everywhere.
If there is a proper feeding of the dealers, the company is in the better position to
supply and satisfy that impulses demand of the customer. As the number of dealer increase,
the dealer index goes down and the sales increases. Then also product will be available in
more places and more accessible areas, as a result the consumption of product will increase.
Therefore, the per capita consumption that is the average number of bottles consumed by a
person over a year will increase this of course means an increase in total sales.
A distribution system must have adequate number of vehicles and to supply the
products at each and every outlet first. In Pepsi the co-ordination between channels is very
good.
SMV BEVERAGES PVT
LTD
RETAILER
Page | 33
In Pepsi the company SMV pvt.ltd sale its product directly in cash. There is no credit
system and the distributor sales the product through personal vehicle to the outlet.
So the main objective of the distribution channel is to cover up the wise area at proper
time and in adequate quantity clearing up of all transactions having no bad debts and
reducing the channel conflict by proper task clarity with targeted sales figure, job and
necessary supervision of the work by the executives.
FOCUS ON MARKETING STRATEGIES OF PEPSI
The marketing strategy used by Pepsi involves the following:-
? Focus on availability of product in market.
? Focus on availability of products in outlet.
? Pepsi products visible to customers
? Regular market vigilance by market developer
? Distribution of according to locality
? Focus on monopoly outlets
? Aggressive outlets
? Target core brands
? Satisfy market priorities
Focus on availability of product in market:
Pepsi works on “DIKHEGA TO BIKEGA” philosophy. This is the main formula for
marketing strategy to each company. So availability of product in market is clear. For this
reason, the market developer daily comes to the market to check the product availability.
Focus on availability of product in outlet:
There is a difference between availability of product in market as well as in outlet. So
Pepsi wants its product to be available in each outlet in the market.
Page | 34
Focus on visibility of Pepsi products in outlet:
The aim of Pepsi is that its product should visible to the customers so it gives VISI-
COOLERS & rack to outlets. Availability of visit-coolers & rack ensure that more products
are visible to the customers.
Regular market vigilance by market developers:
To know the position of Pepsi products in the market, Pepsi appoints some executives
those go to the market & check availability of products, take care of company assets, check
visit-coolers, talk to outlet owners about any problem &take feedback about the product.
Distribution of product according to locality:
Pepsi distributes its product according to locality. Say for example it distributes more
RFB in area where there are more bars &restaurants.
Focus on monopoly counters:
Outlets which sales only Pepsi products are known as MONOPLOY outlets. These
monopoly outlets give more sales to the company. So company gives extra schemes, discount
gifts to those outlets.
SCHEME IN PEPSI SOFT DRINKS
REFILLING SCHEME: for the retailer purchase of I case of RGB (Returnable Glass
Bottle) two or three bottle free.
SCRATCH CARD: For the retailer winning prize by scratching lucky coupon.
UTC: (under the crown) for both the retailer as well the customer will get the amount coded
under the crown.
QPS: (quantity per sale) this scheme is only for the retailer to motivate for high selling
volume. In this scheme the will get free bottles according to the cases of PET, RGB CAN and
AQUAFINA.
Page | 35
KEY ACCOUNT: In this scheme the company ties up with mail, restaurant, big retail shop
and hotel on the basis of annual sales volume. The company ma y tie up to Rs.10or Rs.25 per
case selling.
CARD ACCOUNT: Under the scheme the company ties up with betel shop, small
shopkeeper, retail outlet at Rs.3 or Rs.5 per case of selling.
DISPLAY SCHEME: Under this scheme company give gift to the retailer who displays the
Pepsi products in the visit very well.
SAMBALPUR DISTRIBUTORS PROFILE
There are distributors operating in Sambalpur about the distributor under which I worked.
Name: AMAN AGENCIES PVT.LTD
Address: Tumesingha, near Batmangala Temple H -6, SBP, Mob No-9439634701.
Staff employed (PepsiCo): 07
Manager: 01
Sales Person: 09
Drivers: 09
Customer Executive: 02
Labors: 16
Vehicles: 10
Total number of Outlet in Sambalpur: 549
Numbers of routs in Sambalpur: 09
Name of the PSR’s: Babula, Mantu, Prasanta, Pradhan, Aslam, Pintu, Satrughan,
Madhusudan.
Page | 36
Page | 37
PRODUCT PROFILE OF PEPSICO
PEPSI – OH YES ABHI
Brand History:
Pepsi is a hundred-year-old brand loved by over 200 million people worldwide. The largest
single selling soft drink brand in India, Pepsi is ubiquitous on just about every social
occasion.
? Youngistaan loves it. 200 million people worldwide love it. But what has made Pepsi the
single largest selling soft drink brand in India is actually a formula concocted a century ago in
a faraway continent.
? 1886, the US. Caleb Bradman, a man with a plan formulated a blockbuster of a digestive
drink and decided to call it Brad’s drink. The potion was to become Pepsi Cola in 1898, and
eventually, Pepsi in 1903.
? Since its inception, Pepsi has always been at the forefront of the beverage industry and has
come up with revolutionary concepts such as Diet Pepsi, 2l bottles, recyclable plastic cola
bottles and the enviable My Can.
Brand Advantage:
? Pepsi has become a friend to youth and youth culture. Over generations, youngsters have
grown up with Pepsi and have shared an emotional connect with it unlike with any other cola
brand. Be it parties, hangouts with friends, or just another day at home, a day is never
complete without the fizz of Pepsi!
? Pepsi, cricket and Bollywood have been joined at the hip since the cola’s entry into India.
ShahRukh Khan, Sachin Tendulkar, Saif Ali Khan, Amitabh Bachchan, Kareena Kapoor,
? Priyanka Chopra, Virender Sehwag, M.S. Dhoni, John Abraham, Ranbir Kapoor and Deepika
Padukone are some of the celebrities who have endorsed Pepsi.
Page | 38
? The Pepsi My Can is undoubtedly the most popular cola pack of all time. It is not just a pack
but a definitive style.
QUICK BRAND FACTS:
? Flagship brand of PepsiCo.
? 100 year old brand loved by over 200 million people worldwide.
? An iconic youth brand in India.
? The single largest selling soft drink brand in India.
PEPSI - FACTS & DETAILS
PEPSI DIET PEPSI
MOUNTAIN DEW – ‘DARR KE AAGE JEET HAI’
Brand History:
The main formula of Mountain Dew was invented in Virginia. The drink was named and first
marketed in Johnson City, Tennessee and Knoxville, Tennessee in 1948.
In India, Mountain Dew set the soft drink category ablaze in 2003 with its iconic launch
campaign ‘Cheetah Bhi Peeta Hai’.
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 44
Carbohydrate g 11
Sugars* g 11
Protein g 0
Fat g 0
NUTRITIONAL INFORMATION (Approx.)
Per
100ml
Energy kcal 0.3
Carbohydrate g 0
Sugars* g 0
Protein g 0
Fat g 0
Page | 39
Brand Advantage:
It is a soft drink that exhilarates like no other because of its active, high-energy, extreme
citrus taste. The idea of daring, challenges, a ‘can do’ attitude, adventure and exhilaration are
deeply entrenched in its brand DNA. The brand has always celebrated the bold, adventurous
and rebellious spirit of youth. This is reflected in the high-adrenaline advertising of the brand
and its connection to outdoor adventure.
Did You Know?
‘Darr Ke Aage Jeet Hai’
In 2007, the brand was re-launched with a completely new, punchier formulation.
Communication aimed at forging a strong emotional connect with the audience. Thus began
the ‘Darr Ke Aage Jeet Hai’ campaign, which acknowledged that fear was a very real aspect
of the world of adventure and Mountain Dew wanted young people to believe in themselves
in their moment of fear. For beyond fear lay victory.
QUICK BRAND FACTS:
? Mountain Dew was invented in Virginia in 1948.
? It was launched in India in 2003.
MOUNTAIN DEW – FACTS & DETAILS
MOUNTAIN DEW
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 49
Carbohydrate g 12.3
Sugars* g 12.3
Protein g 0
Fat g 0
Page | 40
SLICE – PURE MANGO PLEASURE
Brand History:
Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to
become a leading player in the category.
In 2008, Slice was relaunched with a winning product formulation that made consumers fall
in love with its taste. With new pack graphics and clutter-breaking advertising, Slice has built
a powerful appeal.
Brand Advantage:
With the launch of the ‘Aamsutra’ campaign in 2008, its winning taste and appealing pack
graphics, Slice created a great deal of excitement in its category and celebrated the
indulgence in mangoes like no other brand had done before.
While other players have portrayed the mango as a simple and innocent fruit, Slice celebrates
the sheer indulgence and sensuality involved in consuming a mango. The creative ‘Aamsutra’
idea communicates the experience of extreme sensuous pleasure through the act of drinking
Slice.
Slice was the first brand ever in the Juice and Juice Drinks category to sign on Bollywood
diva Katrina Kaif as the brand ambassador for Slice.
In 2009, Slice took the notion of indulgence to a whole new level with the launch of the
‘Slice Pure Pleasure Holidays’, giving its consumers a chance to win luxurious all-expenses-
paid holidays to dream European destinations like Paris, Vienna, Greece and Venice.
Quick Brand Facts:
? Slice was launched in India in 1993
? Slice Mangola was introduced in 1994
Page | 41
SLICE – FACTS & DETAILS
SLICE JUICE DRINK REDY TO SERVE FRUIT BEVERAGE
NIMBOOZ – ‘DIL BOLE I FEEL UP’
Brand History:
Nimbooz was launched in India on the 28th of February 2009. It is the latest addition to the
Pepsi beverages portfolio.
Brand Advantage:
The brand delivers very strongly on certain expectations. These are:
Locally Relevant Taste:
Nimbooz is a great tasting product. It has capitalized on the existing familiarity with and high
consumption of unpackaged / home-made nimbu pani. It has remained true to its authentic
Indian Identity by using the traditional Matka (Earthen Pot) and Squeezer in the
manufacturing process.
Convenience and Great Value:
The product is available in three convenient formats, 350ml PET, 200ml RGB and 200ml
Tetra at the remarkable price points of Rs15, Rs 10 and Rs 10 respectively.
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 73
Carbohydrate g 18.1
Sugars* g 17.3
Protein g 0
Fat g 0
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 62
Carbohydrate g 15.4
Sugars* g 15.4
Protein g 0
Fat g 0
Page | 42
Accessibility:
Nimbooz is India’s first nationally available packaged Nimbu Pani.
Hygienic:
It is just like home-made nimbu pani. You can enjoy its natural and delicious lemony
refreshment anywhere you go.
QUICK BRAND FACTS:
? India’s first nationally available packaged Nimbu Pani.
? It was launched in India in 2009.
NIMBOOZ – FACT & DETAILS
NIMBOOZ BY 7UP NIMBOOZ MASALA SODA BY 7UP
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 43
Carbohydrate g 10.8
Sugars* g 10.5
Protein g 0
Fat g 0
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 42
Carbohydrate g 10.6
Sugars* g 10.6
Protein g 0
Fat g 0
Page | 43
AQUAFINA – ‘THE PUREST PART OF YOU’
Brand History:
Aquafina was first launched in the US in 1994. With its unique purification system and great
taste, Aquafina soon became the bestselling brand in the country.
In India, Aquafina’s journey began with its launch in Bombay in 1999 and it was rolled out
nationally by 2000. On the strength of its brand appeal and distribution, Aquafina has become
one of India’s leading brands of bottled water in a relatively short span of time.
Brand Advantage:
Aquafina goes through a five step state-of-the-art purification process to give consumers pure
water and perfect taste.
Aquafina has been built through refreshing and sharp advertising. The ‘What a Body’
campaign has helped the brand to drive premium, modern and youthful imagery in an
otherwise undifferentiated category.
Bottled across India in 19 plants, Aquafina is available across more than half a million
outlets. Catering to diverse consumer needs and occasions, it is available in various pack
sizes like 300ml, 500ml, 1 ltr and 2 ltr bottles and in bulk water jars of 25 ltrs.
Aquafina is the face of PepsiCo’s water conservation initiatives and builds awareness about
PepsiCo’s efforts to replenish and restore the water table through its pack labels.
AQUAFINA – FACTS & DETAILS
AQUAFINA
NUTRITIONAL INFORMATION (Approx.)
Energy kcal 0
Carbohydrate g 0
Fat g 0
Protein g 0
Page | 44
7UP UNVEILS NEW POSITIONING – ‘DIL BOLE I FEEL UP’
Brand History:
7UP, the refreshing clear drink with a natural lemon and lime flavour was created in 1929.
7UP was launched in India in 1990 and its international mascot Fido Dido was used for
advertising in 1992 to position the brand as a cool drink for youngsters. Fido became an
instant hit with his trendy look, laid-back attitude and unconventional take on life. During the
brand’s early years in India, 7UP gained market leader status in the lemon lime category by
being one of the first to be nationally distributed besides being marketed as a healthier
alternative to other soft drinks.
Brand Advantage:
For the past two years, 7UP’s ambition as a brand has been to capture and own the lemon
refreshment territory within the clear lime category. ‘Lemon’ has proven to be a clear and
relevant differentiator for the brand. Further, the emotional connect with the idea of
upliftment through refreshment has led to an impressive payoff for the brand.
After establishing itself as ‘The Lemon Drink’ in January 2009, 7UP has continued to build
on the theme of mood upliftment with its new tagline ‘Mood Ko Do Lemon Ka Lift’.
Did You Know?
There are many theories for the origin of the 7UP name.
According to Professor Gary Yu (UCSB) and researchers for the popular Uncle John’s
Bathroom Reader the name is derived from the atomic mass of Lithium, 7, which was
originally one of the key ingredients of the drink (lithium citrate).
Page | 45
However, there are numerous other myths explaining the name:
? Its creator named the soft drink after winning at a casino with three rolls of 7 and the
letter U.
? The drink was formulated with seven flavours plus the bubbles from the drink’s
carbonation (the bubbles go up).
? The original bottle contained seven ounces; its creator came up with the name while
playing dice.
? 7UP was the seventh large commercial lemonade brand that tasted the same.
? Before the formula changed in 2006, a can of 7UP included seven ingredients.
? The ‘Up’ in the drink’s name might refer to the original inclusion of lithium citrate, when
it was marketed as a patent medicine to cure hangovers.
? The name ‘7UP’ was a reference to the esoteric concept of the Seven Planes, made
famous by the Internet series The Arrivals.
? The name came from the seventh-inning stretch ‘7UP’ in baseball tradition.
QUICK BRAND FACTS:
? 7UP was created in 1929
? 7UP was launched in India in 1990
7UP – FACTS & DETAILS
7UP LEMONY BITE 7UP
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 47
Carbohydrate g 11.7
Sugars* g 11.7
Protein g 0
Fat g 0
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 44
Carbohydrate g 11.1
Sugars* g 11.1
Protein g 0
Fat g 0
Page | 46
MIRINDA – ‘WEEKEND AAYE THO PAGALPANTI CHAYE’
2010 Brand Campaign:
In 2010, Mirinda launched the ‘Weekend Pagalpanti’ campaign, based on the insight that
today’s youth love to spend fun time with their friends and families on weekends, and any
unwanted interruption causes annoyance. Mirinda helps young people to enjoy themselves
spontaneously and drives away all unwanted weekend interruptions. The campaign was
launched with interesting advertising copy, innovative outdoors, radio contests, DTH
activation and in-store presence.
Brand History:
Mirinda is an international soft drink brand from Spain that was launched in India in 1991.
Mirinda has always been about the irresistible taste of oranges that is now synonymous with
the brand. The message was successfully communicated through our 1996 ‘Mirinda Men’
campaign, the 2000 ‘Taste Pe Atka, Mirindaaaa’ campaign and the ‘Taste Aisa Chaye
Character Fisla Jaye’ campaign of 2003.
Mirinda evolved to evoke not just great taste but a lot of fun as well. This was conveyed
through another spate of memorable campaigns – ‘Fun Ka Naya Mantra, Mirindaaaaa’
starring Asin and Zayed Khan in 2007 and the ‘Pagalpanti Bhi Zaroori Hai’ campaign with
Asin in 2008.
In 2009, ‘orange’ was established as the core of the brand with the ‘Orange Dikha Toh Mooh
Bola Mirindaaaaa’ campaign.
Brand Advantage:
When we think Mirinda, we think orange. But Mirinda has also launched many other fruit
flavours. Mirinda Lemon was launched in 1998 with the memorable ‘Zor Ka Jhatka Dheere
Se Lage’ campaign starring Amitabh Bachchan and Govinda. Mirinda has also launched
innovative flavors like Apple and Bat berry.
Page | 47
In 2008, the brand decided to up the ante and deliver a brand philosophy that would resonate
even more strongly with consumers. Consequently, Mirinda adopted a bold and vibrant
colour, great orangey taste and sparkling bubbles that encouraged one to be more carefree,
spontaneous and playful.
In an effort to give our consumers a great tasting product that delights continuously, we have
reformulated and improved the taste of Mirinda, first in 1996, and then in 2002. What’s more,
Mirinda is now made without any artificial flavour at all.
Quick Brand Facts:
? 1991: Mirinda Orange launched in India.
? 1998: Mirinda Lemon launched in India.
MIRINDA – FACTS & DETAILS
MIRINDA ORANGE FLAVOUR
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 56
Carbohydrate g 14.0
Sugars* g 14.0
Protein g 0
Fat g 0
Brand History:
Gatorade, the World’s No.1 Sports Drink, was born on the field of sport! Gatorade was
launched in India in 2004 and over the years, has become an integral part of the kitbags of
many leading sportspersons. Gatorade has been tried and endorsed in India by the top sports
Page | 48
stars and professionals, including Sachin Tendulkar, Irfan Pathan, Md. Kaif, S. Sreesanth,
Ramji Srinivasan and Javagal Srinath.
The Gatorade Story:
In the summer of 1965, a University of Florida assistant coach sat down with a team of
university physicians and asked them to determine why so many of his players were being
affected by heat and heat-related illnesses. The researchers — Dr. Robert Cade, Dr. Dana
Shires, Dr. H. James Free and Dr. Alejandro de Quesada — soon discovered that two key
factors were causing the Gator players to ‘wilt’: the fluids and electrolytes the players lost
through sweat were not being replaced, and the large amounts of carbohydrates the players’
bodies used for energy were not being replenished. The researchers then took their findings
into the lab, and scientifically formulated a new, precisely balanced carbohydrate-electrolyte
beverage that would adequately replace the key components lost by Gator players through
sweating and exercise. They called their concoction ‘Gatorade’.
Brand Advantage:
What is Gatorade?
Gatorade is an optimal mix of water, carbohydrates and essential mineral salts that get
absorbed instantly to rehydrate, replenish and refuel like no other beverage can.
Gatorade is unlike any other Beverage or Energy Drink!
Gatorade quickly restores what the body loses through sweat. Its scientific formulation
instantly helps the body restore essential minerals, salts, water and energy lost through action
and exercise. Gatorade thus helps one to stay ‘Stronger for Longer’. It contains less than half
of the sugar that is normally found in energy drinks or soft drinks and even juices.
Did You Know?
? Water helps, Gatorade transforms.
? Gatorade is meant for consumption in active, sporty, hot and sweaty conditions.
? Gatorade is scientifically formulated and athletically proven to quench thirst.
Quick Brand Facts:
? World’s No. 1 Sports Drink
? Launched in India in 2004
? Available in 3 flavour
Page | 49
GATORED – FACTS & DETAILS
GATORED SPORTS DRINK BLUE BOLT GATORED SPORTS MIX LEMON FLAVOUR
GATORED SPORTS MIX ORANGE FLAVOUR GATORED SPORTS DRINK LEMON FLAVOUR
GATORED SPORTS DRINK ORANGE FLAVOURED
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 24
Carbohydrate g 6
Sugars* g 6
Protein g 0
Fat g 0
Sodium mg 48
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 24
Carbohydrate G 6
Sugars* G 6
Protein G 0
Fat G 0
Sodium mg 48
NUTRITIONAL INFORMATION (Approx.)
Per Sachet (35g) for 500ml
Gatorade Sports Drink
Energy kcal 126
Carbohydrate g 32.4
Sugars* g 32.2
Protein g 0
Fat g 0
Sodium mg 215
NUTRITIONAL INFORMATION (Approx.)
Per Sachet (35g) for 500ml
Gatorade Sports Drink
Energy kcal 126
Carbohydrate g 32.4
Sugars* g 32.2
Protein g 0
Fat g 0
Sodium mg 215
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 24
Carbohydrate g 6
Sugars* g 6
Protein g 0
Fat g 0
Sodium mg 48
Page | 50
TROPICANA – ‘NOW BREKFAST SHALL WIN’
Brand History:
Tropicana was founded in Bradenton, Florida, USA, in 1947. It is now enjoyed almost
everywhere in the world. Carefully nurtured for over 50 years, Tropicana has matured into
one of the most respected beverage brands. Tropicana is the #1 brand in packaged 100%
Juice* in the world in 2011 in off-trade volume. It is today available in 63 countries. Since
1998, Tropicana has been owned by PepsiCo, Inc. Tropicana Premium Gold was re-launched
as Tropicana 100% in 2008.
Brand Advantage:
Tropicana continues to select the best fruit to manufacture high-quality juices and original
products, pioneer innovative processes and explore new markets for its products. It is
committed to fostering healthy lifestyles by ensuring that its products are naturally nutritious
and provide the daily benefits that one needs.
In India, Tropicana comes in two categories: 100% Juices (sold as Tropicana 100%) and
Juice Beverages (sold as Tropicana).
Quick Brand Facts:
? Launched in India in 2004.
? Available in two categories - 100 percent juice and juice-based drinks.
Page | 51
BRANDS
BEVERAGES:-
REFRESHMENT BEVERAGES: LOW CALORIES BEVERAGES:
- Pepsi - Diet Pepsi
- 7up
- Nimbooz NUTRITIONAL BEVERAGES:
- Mirinda - Aquafina
- Slice
- Mountain Dew ISOTONIC SPORTS DRINK:
- Gatorade
FRUIT JUICES: NEW LAUNCH PRODUCT:
- Tropicana - Pepsi Atom
- Tropicana 100%
SODA:
- Lehar soda
Foods
PepsiCo’s foods division Frito-Lay is the leader in the branded salty snack market. All its
products are free of trans-fat and MSG. It manufactures Lay’s potato
chips, Cheetos extruded snacks, Uncle Chips and traditional snacks under
the Kurkure and Lehar brands. The company’s high-fiber breakfast cereal, Quaker
Oats and low-fat and roasted snack options like Aliva increase the number of healthy choices
available to consumers.
Page | 52
BRAND AMBASSADOR OF PEPSICO
? Brand Ambassadors of Pepsi.
? Brand Ambassador of slice.
? Brand Ambassador of Mirinda.
Page | 53
? Brand Ambassador of Mountain Dew.
? Brand Ambassador of 7up.
? Brand Ambassador of Aquafina.
Page | 54
LOGO’S OF PEPSICO & SLOGANS
Page | 55
SLOGANS
? 1990–1991: "Yehi hai right choice Baby, Aha" (English – meaning "This is the right
choice Baby <sound of approval>") (India)
? 1996–1997: "Pepsi: There's nothing official about it" (During the Wills World Cup
(cricket) held in India/Pakistan/Sri Lanka)
? 1999–2006: "Yeh Dil Mange More!" (English – meaning "This heart asks for more")
(India)
? 2000–present: "Pepsi ye pyaas heh badi" (English- meaning "There is a lot of thirst"
(India))
? 2009–present: "Yeh hai youngistaan meri jaan" (English – meaning "This is our
young country my darling"(India))
? 2009–present: "My Pepsi My Way" (India)
? 2011–present: "Change the game" (India, Bangladesh & Pakistan for the 2011 Cricket
World Cup)
? 2013–present: "Oh Yes Abhi" (English) - meaning Oh Yes Now(India)
Page | 56
PRODUCT PROFILE & PRICE LIST
PRICE LIST
OUTLET PRICE CONSUMER
PRICE
PACK
SIZE
PACK
ML
BRAND
NAME
PICES RATE
PER
CRATE
RATE
PER
BOTTLE
RETAILER
MARGINE
RATE
PER
CRATE
RATE
PER
BOTTLE
GLASS 200 ALL EXCEPT
SLICE
24 212 8.33 28 240 10
GLASS 200 SLICE 24 258 10.75 30 288 12
GLASS 300 ALL(7UP,
MIR,DEW)
24 258 10.75 30 288 12
GLASS 300 EV.SODA 24 175 7.29 17 192 08
GLASS 250 SLICE 24 282 11.75 30 312 13
PET 500 SLICE 24 630 26.25 42 672 28
PET 600 SLICE 24 720 30.00 48 768 32
PET 350 SLICE 24 444 18.50 36 480 20
PET 600 ALL(PEP,7UP,
MIR,DEW)
24 600 25.00 48 640 27
PET 600 M.DEW 24 558 23.25 42 600 25
PET 600 ALL(PEP,7UP,
MIR,DEW)
24 672 28.00 48 720 30
PET 600 ALL(PEP,7UP,
MIR)
24 672 28.00 48 720 30
PET 600 EV.SODA 24 324 13.50 36 360 15
PET 1.2L SLICE 12 606 50.50 54 660 55
PET 1.0L ALL(PEP,7UP,
MIR,DEW)
12 440 36.67 40 480 40
PET 2.25L M.DEW 09 495 55.00 36 531 59
PET 2.25L ALL(PEP,7UP,
MIR,DEW)
09 585 65.00 45 630 70
CAN 250 ALL(PEP,7UP,
MIR,DEW)
24 450 18.75 30 480 20
CAN 330 ALL(PEP,7UP,
MIR,DEW)
24 432 18.00 48 630 20
TETRA
PACK
200 SLICE 30 330 11.00 30 360 12
PET
WATER
500 AQUAFINA 24 213 8.88 27 240 10
PET
WATER
1.0L AQUAFINA 12 194 16.17 22 216 18
Page | 57
SWOT ANALYSIS
STRENGTHS:
1. S.M.V Beverage Pvt. Ltd. Is franchise Owned Operation of world’s most famous soft
drinks Pepsi Co.
2. S.M.V Beverage uses state of the art and fully automatic machines and technology for the
production and bottling of soft drinks.
3. It has very strong network and built market and currently holds all the parts of the state.
4. It has wide range of product varieties.
WEAKNESSES:
1. Low market share in peak season.
2. Promotional activities in the rural market is not upto the mark as compared to the
urban market.
3. Brand Pepsi in cola flavour is one of the popular lagging behind with its nearest
competitor, only due to high sugar content and less thrilling taste.
4. Non availability of all the products on demand.
5. The service of Pepsi is very poor as compared to its competitor.
6. Poor feedback from the retailers.
OPPORTUNITIES:
1. S.M.V Beverage make the buying process more convenient of efficient (it provides the
Pepsi products at required places i.e. direct to distributors and to retailers through
distributors).
2. The executives of the company meet the need for more information and advice to
distributors/retailers/customers.
3. It takes return the leakage, burst bottles etc.
THREATS:
1. One of the products of their competitors in cola flavour as a very good market share due to
. its test.
2. Coca-Cola is now spending more and more to boost up the sale.
3. External problems may affect company image.
4. Breaking of Pepsi monopoly outlets.
Page | 58
Page | 59
METHODOLOGY
Marketing research is the backbone of marketing. The main objective of my study was to get
information from the retailers regarding the various gap in the services of Pepsi in Sambalpur
market, and to find out the solutions to reduce the service gap of PepsiCo.
MEANING OF RESEARCH
Research in common parlance refers to a search of knowledge. One can also define research
as a scientific research for pertinent knowledge or information on a specific topic. This is a
systematic and objective identification, collection of data, analysis, dissemination and use of
information for the purpose of assisting management in decision making related identification
and solution of problem in the market.
METHOD OF DATA COLLECTION
For this report two types of data have been used:
1) Primary data
2) Secondary data
Primary data: It was collected through questionnaires further this data are processed and
tabulated using graphs. The tables were analyzed and the findings have been drawn
accordingly.
Secondary data: The secondary data refers to information’s provided to the trainees about
outlets, which worked as a guideline for survey. The secondary data collected for this market
research from company and internet.
Page | 60
1. Primary data collection:-
Primary data can be collected by three methods.
(a) Observation
(b) Experiment
(c) Survey
But there, only surveys method of data collection is preferred which is very suitable to reach
the researcher motto.
? Research instrument: The research instrument used was EDS form. In which
market information detail of each outlet should be filled in EDS form. For this I have
visited each & every outlet & check all the brands & packs of Pepsi are available or
not or which one is available in comparison with Coke &filled it in EDS forms. In
my research process I have used closed ended &open-ended questionnaire where
respondents could answer in their own manner. Through this I was able to extract
information from the respondents about Pepsi’s products & the competitors.
? Contact Method: In my research process, I have collected information through
personal interview process with the help of EDS. Form given by the company
because it is the most reliable & accurate method for collecting primary data.
Through this, the analysis of body language & facial expressions can be made.
? Area of surveys: The survey was conducted in different location of Sambalpur..
The survey included extensive coverage of the following area:-
? Budharaja, Shantinagar, Ashoka talkies road,Fatak, Church road, Jagannath colony,
SRIT-colony, Kainsir road ,Ainthapali,Ashapali school road,Sakhipada,Zilla chowk
,Near – stadium,Chandan nagar,Jail chowk ,Gopalmal,Danipali,Charvati road,
Industrialstate, Beheramunda, Centralschoolroad, Govindtolachowk, Cheruapada,
Kamlibazaa, Dhanupali chowk, Samaleswari temple, Ramji mandir, Badabazaar,
Deoghar road
? Khetrajpur, Dhama road,Durapali,Balibandha,Kunjelpada,nayapali,kachery road,
Cuttack road, bhatra ,Mohanty para, Golbazaar,Nayapara,Pattnaik
para,Pirbabachowk,Hirakhud Colony, Municipality colony, Dalaipara, Marwari para,
Hatpara, Nandpara, Burla road, Burla,Hirakud,Mudipada road,Govt bus
stand,Baraipali,Panchgachia,Farm road.
Page | 61
Sampling Plan: Sampling plan consists of:-
? Sampling unit: The retailer of Grocery shop, Convenience store, Restaurant, Hotel,
Fruit shop, Sweet shop, Eating & Drinking shop, and was selected from different
place.
? Sampling size: 350 outlet.
? Sampling procedure: The samples were taken on the basis of guidelines provided
by PepsiCo.
? Sampling method: Data were collect by retailer survey. The retailer is directly
contacted and interviewed at their retail counter.
? Contact Method: In my research process, I have collected information through
personal interview process with the help of EDS. Form given by the company
because it is the most reliable & accurate method for collecting primary data.
Through this, the analysis of body language & facial expressions can be made.
(2) Secondary data collection:
As secondary data were not available with shopkeepers as well as stockiest, so these were
collected from Internet, Magazine and newspaper.
Methods of data interpretation: In this market study I have used pie chart for data analysis
&interpretation because pie chart is the easiest & comprehensive medium for presentation of
data.
LIMITATION OF THE RESEARCH STUDY
As the project is prepared for academic purpose it suffers from the limitation of the time and
due to which an analytical study into all the strategies adopted by the organization was not
possible.
Page | 62
Page | 63
ANALYSIS OF DATA
INTERPRETATION OF OUTLETS
SL.NO
LOCATION
NO.OF
OUTLE
T
NO. OF VISICOOLER CRATES
SALES
PER DAY
FILLED
CRATE
S
EMPTY
CRATES
PEPSI COK
E
OWN PEPS
I
COKE PI C
K
PI CK
01 BUDHARAJA 15 9 6 2 21 15 12 14 31 39
02 SHANTINAGAR 04 00 01 03 03 04 02 03 03 05
03 JAGANNATH
COLONY
01 01 00 00 02 00 01 00 03 00
04 SRIT COLONY 01 01 00 00 01 02 02 03 04 06
05 KAINSIR ROAD 02 02 01 00 11 11 01 05 07 10
06 AINTHAPALI 10 03 06 02 05 22 04 19 17 42
07 FATAK 12 07 06 02 15 32 12 20 33 39
08 CHURCH ROAD 04 04 01 00 06 07 05 08 22 15
09 ASHAPALI
SCHOOL ROAD
02 02 02 00 05 05 04 07 09 12
10 ASHOKA TALKIS
ROAD
07 04 02 02 13 09 06 10 20 18
11 SAKHIPADA 01 00 00 01 01 02 01 02 03 02
12 ZILLA CHOWK 02 01 02 00 02 03 01 03 02 08
13 NEAR STADIUM 01 01 00 00 02 00 02 00 03 00
14 CHANDAN
NAGAR
05 03 00 02 10 06 09 06 19 13
15 JAIL CHOWK 05 01 03 01 07 14 06 09 12 22
16 GOPALMAL 06 00 00 06 10 05 09 07 21 12
17 DANIPALI 01 00 00 01 01 02 02 04 02 03
18 CHARVATI
ROAD
04 01 01 03 09 11 06 10 14 18
19 INDUSTRIAL
STATE
03 00 00 03 05 05 06 06 13 10
20 BEHERAMUNDA 04 00 01 03 07 05 05 05 12 06
21 CENTRAL
SCHOOL ROAD
02 00 00 02 03 05 03 06 09 11
22 GOVINDTOLA
CHOWK
04 02 02 01 07 13 05 08 10 27
23 CHERUAPADA 04 01 01 03 06 07 04 06 09 17
Page | 64
24 KAMLIBAZAAR 06 00 01 05 06 13 05 10 17 29
25 DHANUPALI
CHOWK
11 03 05 03 14 22 11 15 21 29
26 SAMALESWARI
TEMPLE
05 03 00 02 10 09 08 09 22 21
27 RAMJI MANDIR 02 00 00 02 03 02 03 03 07 03
28 BADABAZAAR 07 04 03 02 12 13 12 16 25 20
29 DEOGHAR ROAD 11 03 05 04 17 18 15 20 27 30
30 KHETRAJPUR 17 09 05 07 33 33 28 40 77 39
31 DHAMA ROAD 02 00 01 01 01 02 01 04 03 06
32 DURGAPALI 03 00 03 00 00 08 00 05 00 13
33 BALIBANDHA 02 01 00 01 03 02 03 03 10 03
34 KUNJELPADA 07 00 06 01 01 19 01 18 04 40
35 NAYAPALLI 06 00 05 01 06 16 05 13 08 33
36 KACHERY ROAD 15 08 09 05 22 30 19 33 54 59
37 CUTTACK ROAD 02 01 01 00 08 04 06 04 14 04
38 BHATRA 01 01 00 00 05 00 01 00 04 00
39 MOHANTY
PARA
05 02 01 03 08 10 08 10 20 12
40 GOLBAZAAR 08 05 04 00 10 10 12 13 22 24
41 NAYAPARA 03 02 01 00 03 03 04 03 07 04
42 PATTNAIKPARA 04 00 01 03 04 10 05 11 11 13
43 PIR BABA
CHOWK
03 02 01 00 03 04 02 06 07 07
44 HIRAKUD
COLONY
02 00 00 02 03 03 03 05 08 05
45 MUNICIPALITY
COLONY
02 02 01 00 03 04 04 04 04 08
46 DALAIPARA 04 01 03 01 04 10 05 09 12 16
47 MARWARIPARA 02 00 01 01 02 05 02 06 03 07
48 HATPARA 02 00 00 02 03 05 03 06 10 10
49 NANDPARA 02 01 01 01 02 04 03 06 06 06
50 BURLA ROAD 06 01 01 05 01 11 01 14 04 26
51 BURLA 36 01 20 16 02 84 02 86 04 180
52 HIRAKUD 15 00 10 05 00 31 00 30 00 82
53 MUDIPADA
ROAD
08 04 02 02 07 06 07 07 20 20
54 GOVT BUS
STAND
10 00 07 03 00 23 00 23 00 54
55 BARAIPALI 15 02 07 07 16 22 13 22 38 62
56 PANCHGACHIA 03 01 00 02 02 03 02 04 09 19
57 FARM ROAD 24 10 16 04 19 55 19 58 63 111
Page | 65
34%
7%
1%
42%
2%
1%
13%
SEGMENTATION OF OUTLETS
GROCERY STORES
HOTEL
RESTURANT
CONVENIENCE STORE
SWEET STORE
FRUITS STORE
EATING & DRINKING
Table. No- 01
SEGMENTATION OF OUTLETS
SL.NO OUTLETS NO OF OUTLETS
01 GROCERY STORES 120
02 HOTEL 23
03 RESTURANT 4
04 CONVENIENCE STORE 147
05 SWEET STORE 7
06 FRUITS STORE 5
07 EATING & DRINKING 44
TOTAL NUMBERS OF OUTLETS SURVEYED: - 350
Chart. No- 01
INTERPRETATION:-
The maximum number of outlets in the region surveyed is 42% of convenience shops which
includes betel shop, fancy store, Xerox store, departmental store, etc. 34% is of grocery
stores. The most striking features is that there is a great lag between the numbers of different
kinds of outlets. So the distributors should distribute the products segment wise accordingly.
Page | 66
21%
42%
37%
TYPE OF OUTLET
PEPSI OUTLET
COCA COLA OUTLET
MIXED OUTLET
Table. No- 02
TYPE OF OUTLETS
SL.NO OUTLET NO OF OUTLET
01 PEPSI OUTLET 74
02 COCA COLA OUTLET 149
03 MIXED OUTLET 128
Chart. No- 02
INTERPRETATION:-
The exclusive stores of Coca-Cola is 42% comparatively much higher in comparison to the
exclusive stores of Pepsi. The shops which sell products of coke soft drink Company hold a
large number .The market composition of the area under survey can be easily understood by
the above graph.
Page | 67
28%
40%
32%
VISICOOLER
PEPSI VISICOOLER
COCA COLA VISICOOLER
OWN VISICOOLER
Table. No- 03
NO OF VISICOOLER IN TOWN
SL.NO VISICOOLERS NO OF VISI
01 PEPSI VISICOOLER 110
02 COCA COLA VISICOOLER 156
03 OWN VISICOOLER 128
Chart. No- 03
INTERPRETATION:-
From the above graph presentation, the reach of the Coca-Cola visicooler is more in the
market as compare to that of Pepsi. As it shows that Pepsi is having least % of visicooler as
28% in the market shows that Pepsi is lacking behind in providing chilling equipment to their
customers. Since 32% of cooler market is still waiting for Pepsi or coco-cola to grab to as
soon as possible.
Page | 68
36%
64%
SALES
PEPSI
COCA COLA
Table. No- 04
SALES
SL.NO COMPANY PRODUCT PER DAY SALES OF CRATERS
01 PEPSI 385
02 COCA COLA 679
Chart. No- 04
INTERPRETATION:-
From the above information it can be understood that Pepsi has less monthly average sales.
The market share (in terms of sales) of Pepsi is 36% as compared to the competitor coco-cola
having 64% of market shares in Sambalpur market.
Page | 69
32%
68%
FILLED CRATE
PEPSI
COCA COLA
Table. No- 05
FILLED CRATES
SL.NO COMPANY PRODUCT FILLED CRATES
01 PEPSI 321
02 COCA COLA 677
Chart. No- 05
INTERPRETATION:-
The above graph represents that Coca-Cola is having 68% of filled crates in market as
compared to that of Pepsi having 32%.this shows that Coca-Cola makes available their
products to their customers as that of Pepsi.
Page | 70
39%
61%
EMPTY CRATE
PEPSI
COCA COLA
Table. No- 06
EMPTY CRATES
Chart. No- 06
INTERPRETATION:-
From the above graph it shows that 61% of Coca-Cola are empty crates as this shows that
Coca-Cola sales is more than that Pepsi in the Sambalpur market.
SL.NO COMPANY NO OF CRATE
01 PEPSI 841
02 COCA COLA 1338
Page | 71
7%
93%
PEPSI PSR VISIT
YES
NO
8%
92%
COKE PSR VISIT
YES
NO
Table. No- 07
VISIT OF PSR
Chart. No- 07 Chart. No- 07
INTERPRETATION:-
The above graph represents that 93% of Pepsi PSR do not go for a regular visit. There is not
much difference in both of them as in both the company’s PSR do not have a regular visits. In
this case maximum outlets do not get daily services but coco-cola covers more number of
outlets in Sambalpur market.
SL.NO COMPANY
PEPSI COCA COLA
YES NO YES NO
01 14 190 23 257
Page | 72
62%
10%
15%
11%
2%
SALES EFFECTING MEDIA
TELEVISION
AGAZINES/NEWSPAPERS
DISPLAY BOARD
WALL PAINTINGES/HOLDING
OTHER
Table. No- 08
SALES EFFECTING MEDIA
Chart. No- 08
INTERPRETATION:-
A Number of retailers agreed that television is an effective tool for advertisement of the
products followed by display boards and wall painting etc.as is clearly depicted in the above
graph.
MEDIA PERCENTAGES
TELEVISION 125
AGAZINES/NEWSPAPERS 20
DISPLAY BOARD 30
WALL PAINTINGES/HOLDING 22
OTHER 05
Page | 73
75%
8%
7%
6%
4%
PROMOTIONAL ACTIVITIES
FREE BOTTEL SCHEME
SCRATCH COUPONS
LUCKY DRAW AND COUPONS
DISCOUNT ON PRICE OF
CRATES
OTHER
Table. No- 09
PROMOTIONAL ACTIVITY
Chart. No- 09
INTERPRETATION:-
A number of promotional activities were being run during the period of the survey by the
company maximum retailers during had opted for free bottle scheme and even were in favor
of it.
PROMOTIONAL ACTIVITIES NO. OF VIEWS
FREE BOTTEL SCHEME 151
SCRATCH COUPONS 17
LUCKY DRAW AND COUPONS 15
DISCOUNT ON PRICE OF CRATES 12
OTHER 7
Page | 74
51%
23%
14%
8%
4%
PROBLEMS
SUPPLY PROBLEM
SHORTAGE OF PET JAR &
200ML BOTTLES
VISICOOLER PROBLEM
NEED OF VISICOOLER
OTHER PROBLEMS
Table. No- 10
PROBLEMS
Chart. No- 10
INTERPRETATION:-
This graphic represent many problems of Pepsi in which there is 51% of supply problem,
23% is shortage of 200ml bottles, 14% is visicooler etc. Due to all this problems Pepsi is
lacking behind.
SL.NO PROBLEMS NO
01 SUPPLY PROBLEM 179
02 SHORTAGE OF PET JAR & 200ML BOTTLES 82
03 VISICOOLER PROBLEM 51
04 NEED OF VISICOOLER 29
05 OTHER PROBLEMS 13
Page | 75
0
5
10
15
20
25
30
ATTRIBUTES OF PEPSICO
WBA BA A AA WAA
Table.No:11
ATTRIBUTES OF PEPSICO
ATTRIBUTES WBA BA A AA WAA
Customer service 16 06 05 00 00
Professionalism 03 06 17 04 00
Quality of product/services 08 06 11 05 00
Understanding customer need 09 18 02 00 00
Sales staff 07 09 18 02 00
Responsiveness 05 03 15 00 00
Price 00 03 24 00 00
Chart.No:11
INTERPRETATION:
From the above graph we came to know about the different attributes of PepsiCo. Here it
shows that Pepsi is lacking behind in services and fulfilling the needs of the customers,
whereas customers are important for the organization to survive in the competitive world.
Page | 76
FINDINGS
? The demand of slice, mirinda and 7up, mountain dew is more as compared to supply
in the market.
? Getting customer is not a difficult task but to retain these customers is a difficult task.
? The behaviour of sales people highly matter for increase the sales.
? Most of the outlets have been demanding the visicooler of Pepsi but they have not got
it yet.
? There is communication gap in distribution channel so retailers are not getting
advantages of discounting and trade scheme.
? Most of the retailers complained that the products were not provided adequately
during the peak or season period.
? Due to shortage of supply of Pepsi products retailers are now keeping other
companies products like Coca-Cola, frooti, amul cool in their visicooler.
? Sales promotion offers like price off or free bottle scheme induce customers to buy
more and more products.
? Some of the counters are interested to keep the products of Pepsi due to the shortage
of coke products but there is no effort made by the Pepsi Company.
? The study also suggested that most of the outlets owners demanded for large cooler of
the Pepsi to keep huge amount of products.
? At the time of shortage of Pepsi products retailers want to inform them by calling, but
the PSR did not response their call and ignore them.
? The PSR having good relations with those stores only provide enough supply to them
but those stores that are little inside the town they are not bother to know and supply
them.
? There is a market in Fatak but supply is not there and after regular complain also the
PSR did not bother to solve the problem.
? While doing survey I found 7up and slice bottle with unhygienic product inside it and
more over. I also found one empty bottle of Pepsi without filling in the market due to
this reason the image of PepsiCo is hampered.
? Some of the PSR are taking additional amount of money from the retailers for the
advance supply of Pepsi products.
? The PSR selling crates to the retailers and keeping the amount of money with him.
Page | 77
? The retailers are mostly focusing on glass bottle (RGB) after that they focus in plastic
bottle (PET, CAN, MINERAL WATER, SODA ETC).
? The supply of all the flavours is the major issue to all the outlets. The outlets which
are in interior areas as well as town are not supplied stock of all the flavours.
? Retailers do not get the company’s actual scheme.
? There was a stock out problem in depo during the peak season.
? The company is not providing 200 ml bottles to the distributors due to which they are
not able to full field retailer’s demand for 200 ml bottles.
SUGESSTION
? Proper knowledge should be given to the salesman about the promotional scheme so
that they can better understand the importance of promotional activities.
? Pepsi should come out with such an advertisement, which can block the customers
mind and can change the customer’s perception about the product.
? Pepsi is sweet and low fizz soft drinks that everybody knows and so lots of people do
not like, so to catch the customers, Pepsi should come out with more fizz like Thumps
up.
? Executives should take the feedback from the retailers about the service of the
salesman and distributors.
? As the most of the retailers have complaints that the salesman does not tell them about
schemes. For this before launching any scheme company should advertise it by
distributing pamphlets to the dealers mentioning the period of the scheme and time-to-
time proper check is required.
? The numbers of visicoolers and signage should be increased.
? A healthy relationship should be developed by the company’s executives with the
dealers.
? Company should make fridge available at maximum outlets, so the chilled soft drinks
could be provided to the customers because in the soft drinks market brand loyalty
fails. If chilled soft drink is not made available to the customers in spite the customer
goes in for any other brand, which is chilled.
? Pepsi should provide any new promotional prizes to the retailers so that they can be
motivated.
Page | 78
? Pepsi should improve the advertisement strategies and promotional strategies to create
a mind awareness in customer mind for its products.
? Retailers have demanded for mobile alert system again as through this they can easily
know about their price changes and latest schemes whatever Pepsi is introducing.
? Pepsi should increase the dealer for the betterment of supply of its product in the
market.
? There should be one toll-free number for the solution of retailer’s problem.
? Retailer’s feedback should be taken about the customer behaviour about various
brands.
? Efforts should be made to bring more and more monopoly Pepsi counters.
? The company should have to take a sincere effort for the supply of products in peak or
season period.
? Monthly inspection should be done to find out the problems of customers.
? Scheme should be provided to the customers not to the whole sellers.
? Accessories should be provided on the basic of sale.
? Check the selling of whole sellers at lower price than agency.
? Agency should be more honest in providing benefits to retailers.
? Salary of sales force should be increased so they may not do fraud with retailers to
earn more.
Page | 79
CONCLUSION
The whole analysis shows that there are only two companies dominating in the soft drink’s
market Pepsi cola and Coca-Cola. There is neck-to-neck competition in between these
companies.
My project gives me true knowledge of gap model in service of PepsiCo and also helped to
understand the various gaps in the service delivery of PepsiCo.
The major thing, which I found in my whole project is as follows:-
? It was found that 42% outlets are coke exclusive, 21%outlets are Pepsi exclusive and
the rest 37% are mix counters.
? It was found that 40% of the outlets were having visicooler of coke, 28% of the
outlets were having Pepsi visicooler and the rest 32% were having own visicoolers.
? Sales of coke is 64% and Pepsi is 36%.
? The market share of Coca-Cola is more than PepsiCo.
? Retailers are highly dissatisfied with salesmen behaviour.
? There are very less effort for promoting sales.
? Scheme is not distributed honestly among retailers.
? There are no direct communications between retailers and company.
Page | 80
Page | 81
QUESTIONNARIE
Name of the outlet: ……………………………………………………………
Address : …………………………………………………………….................
1Q. which type of outlet?
(a) Convenience (b) Grocery (c) Eatery (d) Fruit shop
(e) Sweet shop (f) Restaurant (g) Hotel
2Q. which brand of soft drinks you deal in?
(a) Pepsi (b) Coca- cola (c) Both
3Q. How many crates of Pepsi & Coca-Cola you sell/day?
(a) 0-1 (b) 1-2 (c) 2-3 (d) Above 3
4Q. Do you know all flavour pack (size) & respective wholesale price of Pepsi soft
drinks?
(a) Yes (b) No
5Q. which company soft drink is more demandable?
(a) Pepsi (b) Coca-Cola (c) Other
6Q. what is the position delivery of Pepsi products?
(a) Very good (b) Good (c) Bad (d) Worse
7Q. which brand of product gives you better facility?
(a) Pepsi (b) Coca- Cola (c) Both
Page | 82
8Q. are all flavour of Pepsi available during summer?
(a) Yes (b) No
9Q. how much are you satisfied with the Pepsi products?
(a) Fully satisfied (b) Partly satisfied (c) Not at all
10Q. which company visicooler you have in your outlet?
(a) Pepsi (b) Coca-Cola (c) Both (d) Own
11Q. what is the position of maintenance work of refrigerator done by Pepsi Company?
(a) Highly satisfied (b) Satisfactory (c) Less satisfactory (d) Not satisfactory
12Q. which factor effects the sales volume?
(a) Advertisement (b) Scheme (c) Presence (d) Taste (e) Price
. (f) Other
13Q. what type of promotional activities effect sales mostly?
(a) Free bottle scheme (b) Prize (c) Discount rate (d) Other
14Q. Do you think that aggressive advertisement further increase the sales volume of
Pepsi?
(a) Yes (b) No
15Q. How would you rate your level of satisfaction with us?
(a) Highly satisfied (b) Somewhat satisfied (c) neutral
(d) Somewhat dissatisfied (e) Highly dissatisfied
Page | 83
16Q. How much do you rate us on the following attributes?
ATTRIBUTES WBA BA A AA WAA
Customer service
Professionalism
Quality of product/services
Understanding customer need
Sales staff
Responsiveness
Price
WBA- Well Below Average, BA- Below Average, A- Average, AA- Above Average
WAA- Well Above Average
17Q. How likely it is that you recommend our product or services to your customers?
(a) Somewhat likely (b) Very likely (c) Neutral
(d) Somewhat unlikely (e) Very unlikely
18Q. How likely are you continue doing business with us?
(a) Very likely (b) Somewhat likely (c) Neutral
(d) Somewhat unlikely (e) Very unlikely
19Q. Do you have any suggestion for improving our products/services?
…………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
………………
Page | 84
BIBLIOGRAPHY
REFERENCE BOOKS:-
? Kotler Philip, Marketing Management, 13
th
edition, prentice hall of India Pvt.
Ltd.
? Ramaswamy & Namakumari, Marketing Management, 3
rd
Edition, Macmillan
India Ltd.
? Marketing management Magazine.
? C. R. Kothari.
? Marketing Management by Pieter Dacken.
? Visual adds of Pepsi.
WEBSITES:
? WWW.PEPSICO.COM
? .WWW.COCACOLA.COM
? .WWW.PEPSIINDIA.COM
? .WWW.WIKIPEDIA.ORG
? .WWW.GOOGLE.COM
doc_227269681.pdf
PepsiCo is a world leader in a convenient food and beverages in 2005, with revenues of more than & 32 billion and more than 1, 57, 000 employees. The company consists of Frito-Lay North America PepsiCo Beverages North America, PepsiCo International and Quaker Foods North America.
REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS
“A PROJECT REPORT ON
ANALYSIS OF GAP & MARKET SHARE
OF PEPSICO IN SAMBALPUR”
A project report submitted to
Regional College of Management Autonomous
in partial fulfillment for PGDM degree
ABINASH MAHAPATRA
Reg.No-1201247105 (PGDM)
EXTERNAL GUIDE INTERNAL GUIDE
Mr. Debaditya Ghosh Prof. Hitesh Kar
(SDM PepsiCo, Western Odisha) (Faculty RCMA)
REGIONAL COLLEGE OF MANAGEMENT AUTONOMOUS
BHUBANESWAR, ODISHA
Page | I
DECLARATION
This is to certify all that the dissertation entitled “ANALYSIS OF GAP AND MARKET
SHARE OF PEPSICO” submitted to Dept. of PGDM, R.C.M (A) College for the partial
fulfillment of the requirement of “POST GRADUATE DIPLOMA IN MANAGEMENT”.
The bonafide record of work is done by me at under the supervision
of Mr. Debaditya Ghosh, (SDM), in PepsiCo.
To the best of my knowledge, the work reported here doesn’t form
part of any other work on the basis of which a degree or award was conferred on earlier
occasion.
SUBMITTED BY:-
ABINASH MAHAPATRA
PGDM (2012-2014)
Roll. No- 1201247105
Page | II
GUIDE CERTIFICATE
This is to certify that Mr. Abinash Mahapatra bearing the Roll no.-1201247105 has
successfully completed the organizational study and submitted his project work entitled “A
study on Analysis of Gap and Market share of PepsiCo in Sambalpur” in our college
as the Summer Internship project report for the PGDM programme in Regional College of
Management (Autonomous), Bhubaneswar during the year (2012-2014).
DATE: Prof. Hitesh Kar
PLACE: BHUBANESWAR RCM (A), BHUBANESWAR
Seal of the Institute
Page | III
COMPANY CERTIFICATE
Page | IV
ACKNOWLEDGEMENT
This project report is a sincere attempt to carefully and systematically gather facts about and
evaluate the sales promotion and market research on PepsiCo, Sambalpur. It is my proud
privilege to release the feelings of my gratitude to several persons who helped me directly or
indirectly to conduct this project work.
I express my deep sense of gratitude to my honorable guide Prof. Hitesh Kar (RCMA) who
guided me during the project. I also express to Mr. Debaditya Ghosh (SDM PepsiCo), my
profound sense of gratitude of who provided me an opportunity to work and also guide me at
every step of my project. His proper direction and constant inspiration provide to be an asset
for this project.
Last but not the least I express my thanks to all the person and friends who always encourage
me and provided me support at all times. And I am also grateful to my parents for providing
me the continuous support which helped me to fight against all odds.
PLACE: SAMBALPUR ABINASH MAHAPATRA
DATE: 02-08-2013 SIGNATURE
Page | V
PREFACE
Practical training is considered to be an essential part of all the institutions and those who are
aspiring for PGDM. This project is done in the field of marketing. As aspect of management
education, which receiving attention the evaluation of the practical training is to bring actual
environment in touch in BUSINESS MANAGEMENT. It rigidly accepted that the theory
widens one’s thinking viz., concepts of marketing philosophies, but practice indicates the
modern marketing and used in wide variety of setting of products. This project work has been
done for S.M.V beverages pvt. Ltd., and has its bottling plant situated at Jagatpur Area on
Cuttack. I have done my training in SAMBALPUR Market (ODISHA) under the guidance of
the executive of S.M.V Beverages Pvt. Ltd. The report gives a true picture of the practical
activities done by me within the jurisdiction. The study area is limited to SAMBALPUR and
this adjoining area. Hence, the result of study is particularly to SAMBALPUR and general to
the entire town in SAMBALPUR.
The topic “A Comparative analysis of Gap & Market share of PEPSI in Sambalpur with
special reference of PEPSI INDIA. Ltd. under S.M.V Beverages Pvt Ltd,” was selected to
understand the various activities involved in marketing during supply of product from plant
to end user, like promotional activities, sales promotion, advertising, distribution channel,
merchandising policy etc.
I am highly obliged to receive this existing opportunity to work experience from such
immensely co-operative, dynamic a challenging organization. I hope that you will appreciate
with my work.
Page | VI
CONTENTS
CHAPTER .NO: PAGE.NO:
CHAPTER 1: INTRODUCTION (02 – 08)
1.1. Introduction to the study
1.2. Objective of the study
1.3. Scope of the study
1.4. Importance of the study
1.5. Limitation of the study
1.6. Review of literature
1.7. Period of study
1.8. Brief objective assigned by the mentor
CHAPTER 2: THEORITICAL FRAMEWORK OF THE STUDY (09 – 17)
2.1. History of Gap model
2.2. Theory of the Gap model
2.3. Application of the Gap model
2.4. Definition of market share
2.5. Market share analysis
CHAPTER 3: COMPANY PROFILE & INDUSTRY SCENARIO (18 – 35)
3.1. The soft drink market
3.2. History of soft drink in India
3.3. Company profile
3.4. History of Pepsi in India
3.5. Mission & Vision of PepsiCo
3.6. About S.M.V Beverage pvt ltd
Page | VII
CHAPTER 4: BRAND & PRODUCT PROFILE (36 – 57)
4.1. Product profile
4.2. Brands
4.3. Brand ambassador of PepsiCo
4.4. Product profile & price list
4.5. SWOT Analysis
CHAPTER 5: RESEARCH METHODOLOGY (58 – 61)
5.1. Meaning of research
5.2. Methods of data collection
5.3. Limitation of research study
CHAPTER 6: DATA ANALYSIS & INTERPRETATION (62 – 79)
6.1. Analysis of data
6.2. Findings
6.3. Recommendation
6.4.Conclusion
CHAPTER 7: ANNEXURE (80 – 84)
7.1. Questionnaire
7.2. Bibliography
Page | VIII
LIST OF TABLES
TABLE NO. PARTCULARS PAGE NO.
01 SEGMENTATIONS OF OUTLETS 65
02 TYPE OF OUTLETS 66
03 NUMBER OF VISICOOLER IN TOWN 67
04 SALES 68
05 FILLED CRATES 69
06 EMPTY CRATES 70
07 VISIT OF PSR 71
08 SALES EFFECTIVE MEDIA 72
09 PROMOTIONAL ACTIVITIES 73
10 PROBLEMS 74
11 ATTRIBUTES OF PEPSICO 75
Page | IX
LIST OF CHARTS
CHART NO. PARTICULARS PAGE NO.
01 SEGMENTATION OF OUTLETS 65
02 TYPE OF OUTLETS 66
03 NUMBER OF VISICOOLER IN TOWN 67
04 SALES 68
05 FILLED CRATES 69
06 EMPTY CRATES 70
07 VISIT OF PSR( PEPSI) 71
VISIT OF PSR(COKE)
08 SALES EFFECTIVE MEDIA 72
09 PROMOTIONAL ACTIVITY 73
10 PROBLEMS 74
11 ATTRIBUTES OF PEPSICO 75
Page | 1
EXECUTIVE SUMMARY
PepsiCo is a world leader in a convenient food and beverages in 2005, with revenues of more
than & 32 billion and more than 1, 57, 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 sells and the retail level of about & 85 billion. PepsiCo is the world’s premier
consumer Products Company focused on convenient foods and beverages. PepsiCo is India
produces healthy financial rewards to investors as it provides opportunities for growth and
enrichment to employees, business partners and the communities in which it operate.
The project was undertaken under the guidelines of Orissa, S.M.V Beverage Pvt. Ltd. and
franchise of PepsiCo limited to survey the market of Sambalpur and outer Sambalpur in order
to know the Gap & Market share of PepsiCo and also to know the problems faced by the
retailers and to recommend the company how to solve these problems.
To facilitate the research work on questionnaire method was adopted for the collection of the
data as a primary research whereas the secondary data was collected from different books,
company library and the other trade / business websites. Questionnaire contains both open
ended questions and close ended questions, on the basis of the feedback the analysis was
done with the help of the clear graphical representation by using pie charts, and other graphs.
The next step was the most important step for analysis at the actual findings of the project
and recommend to the company what can be incorporated for further improvement.
Page | 2
Page | 3
INTRODUCTION TO THE STUDY
Beverage industry is one of the fast growing industries in India. It can be
divided into two sections i.e. carbonated and Non-carbonated. The carbonated drinks that can
be further classified into Cola, Lemon Orange, Mango and Apple segments.
“Marketing is a social and managerial process by which individual and
groups obtain what they need and want through creating, offering and exchanging products of
value and others”. Phillip Kotler The American Marketing Association (AMA).
“The process of planning and executing the conception, pricing, promotion
and distribution of ideas, goods and services to create exchanges that satisfy individual and
organizational goals”. The 21
st
century was era of advertising, marketing and sales
production; marketing is to convert social needs into profitable opportunities. As it is said
“Marketing thinking starts with the human needs and wants”. Apart from basic necessities of
air, water, shelter and clothing every person has the strong desire for recreation and services.
Marketing serves as the link between the society need’s and its pattern of industrial
response. Beverages industry is one of the fast growing industries in India. It can be divided
beverages into two sections i.e. Carbonated. The carbonated drinks are soft drinks that can be
further classified into cola, lemon, orange, mango segments
Page | 4
OBJECTIVES OF THE STUDY
? To determine how many retailers are interested for PepsiCo brands.
? To determine the standard of service and retailer relationship.
? To determine the preference level of Pepsi in comparison to the coke.
? To find out the sales level of Pepsi in comparison to the coke.
? To find out the retailers and dealers perception about the Pepsi product.
? To find out the various factors influencing purchase of the Pepsi or Coke.
? To know the stock position of Pepsi and its competitors at different outlets.
? The survey was done to find out the present status of Pepsi in the retail outlets.
? To collect data about the retailers that can be used for activating new channels and
merchandising opportunities.
? To study the marketing and promotional activities at various retail outlets.
? To study the percentage share of Pepsi’s cooling equipment’s.
? What is the market share of Pepsi through this training in Sambalpur market?
? How many outlets in Sambalpur?
? To find out the various complaints of retailers and dealers.
? To determine the skims provided to the retailers.
Page | 5
SCOPE OF THE STUDY
Scope of the study for PEPSI, by this study, the company will come to know:-
? Through this study company can know about its growth.
? This study will also help to the company to know about their new concepts position in
the market.
? This study will also help to the company to know about its promotional activities.
? Through this study company will know about the availability of its products in the
market.
Many more scope of this topic may be as follows:
i. Target market segment.
ii. Evaluating awareness about Pepsi Company.
iii. Comparison of Pepsi product to competitors.
iv. Identification of market potential.
v. Evaluating customers need with company product.
vi. Collecting suggestion for product improvement etc.
The survey was based on two topics:-
? Firstly, we have to check the cooler management i.e. the cooler that was provided by
the company to the customer, are properly managed/working or not. And lastly the
most important aspect of cooler management was the brand order.
? Secondly, we have to check the availability of the product i.e. whether the product is
available to the customer or not.
Page | 6
IMPORTANCE OF THE STUDY
The training in the organization is very important for a student who is undergoing with such
Course. This course is not the answers for all the problems, which arises in the practical
field. There is no certain formula for any particular problem, but the aim of this study is to
develop the ability of decision- making. Right decisions at right time itself help the
organization to run smoothly.
The training in an organization gives an idea how decisions are taken when any problem
comes to an executive. So the way of problem solving, right decisions making and
knowledge of different type marketing activities give much importance to the study.
Simultaneously, it is also beneficial for the company to make certain change in quality
/service/price of the product according to consumer demands. For long running a business
organization such types of improvements in needed time to time.
LIMITATIONS OF THE STUDY
? The survey was conducted in the peak season when the sale was too high, by this I
cannot get the appropriate result.
? Money-as no stipend was given, it was difficult to cover a wide area.
? All the work was limited in Sambalpur area, so, the findings should not be
generalized. The finding of survey will be strictly based on the response of
consumers, retailers/dealers, since it is difficult to ascertain the authenticity of their
statement.
? Though every sincere and possible effort has been made to collect the data, some
retailers, mostly betel shops were Uncooperative in providing the data.
? Even through some of the retailers were scolded me when I was talking about Pepsi.
? The study was small in size to gather accurate information about the project.
Page | 7
REVIEW OF LITERATURE
To explore the reasons behind these developments this study will analyze the marketing
initiatives and policies of PepsiCo India in detail with particular focus on its various gaps in
the service marketing of PepsiCo.
The above-mentioned objectives can be achieved by carrying a proper and planned
research involving different types and methods. The data collected followed the foundations
for the study and gave a platform for the analysis and findings which lead to the fulfillment of
the objectives.
The data collected for research is primary and secondary. Primary data is collected by
observation, interviews and questionnaires. While secondary data is collected from the
internet through different case studies and reports on the CSD industry. Observation method
was carried in Sambalpur to know the market position and market share of PepsiCo products.
Interviews of people from the sales department were conducted to know the sales and
distribution network and marketing policies of PepsiCo, while questionnaire method was
used to know about the retailer’s perception regarding the Gap in the service quality of
PepsiCo. Secondary data is used to know about the CSD industry and the Company i.e.
PepsiCo.
The data collection and analysis paves way for the recommendation ad conclusion of the
study that reveals some important findings regarding the strategy and corporate structure and
strategy of PepsiCo India
Page | 8
PERIOD OF STUDY
Period of study was for two months in PepsiCo. It started from 17
th
of May to 17
th
of July in
PepsiCo as on project “Analysis of Gap and Market share of PepsiCo”. During these days I
come to know about the market share of Pepsi with that of coke and its service gap in
Sambalpur market.
BRIEF OBJECTIVE ASSIGNED BY THE MENTOR
The following are the responsibilities given by my mentor:-
? To visit each and every outlets in sambalpur town and fill the EDS form containing
the name of the outlets and its owner, number of visicooler and monthly sales of
Pepsi and coke.
? To know the service gap of PepsiCo in Sambalpur.
? To know the problems regarding visicooler, shortage of supply and other problems
faced by the retailers.
? After completion of my work, I was assigned the duty to visit all the routes in
Sambalpur town with PSR.
Page | 9
Page | 10
THE GAP MODEL IN SERVICE MARKETING
HISTORY OF GAP MODEL:
The gap model of service quality was first developed by a group of authors,
Parasuraman, Zeithaml, Berry, at Texas A&M and North Carolina Universities, in
1985(Parasuraman, Zeithaml & Berry) based on exploratory studies of service such as
executive interviews the authors proposed a conceptual model of service quality indicating
that consumers perception towards a service quality depends on the five gaps existing in
organization consumer environments. They further developed in depth measurement scales
for service quality in a later year (Parasuraman, Zeithaml, Berry, 1988).
THEORY OF GAP MODEL:
Perceived service quality can be defined as according to the model, the
difference between consumer expectation and perceptions which eventually depends on the
size and the direction of the five gaps concerning the delivery of service quality on the
company’s side (fig 1. Parsuraman, Zeithaml, Berry, 1985).
Customer gap = f (gap1, gap2, gap3, gap4, gap5)
The magnitude and the direction of each gap will affect the service quality. For
instance, gap 3 will be favorable if the delivery of a service exceeds the standards of services
required by the organization and it will be favorable when the specifications of the service
delivered are not met.
Page | 11
GAP 5-Customer gap
CUSTOMER
MARKETER
GAP 4- Communication gap
GAP3- Delivery gap
GAP1- Knowledge gap
GAP 2- Policy gap
(Fig 1: The integrated Gaps model of service quality)
(Parasuramana, Zeithaml, Berry, 1985)
Word of mouth
communication
Personal Needs Past Experiences
Expected Service
Perceived service
Service Delivery
(pre & post contacts)
Translation of
perceptions into
service quality
specifications
Management
perceptions of
customer’s
expectations
External
communication to
customers
Page | 12
The key points for each gap can be summarized as follows:-
? Gap 1- The difference between what customer expected and what management
perceived about the expectation of customers.
? Gap 2- The difference between management’s perceptions of customer expectations
and the translation of those perception into service quality, specifications and designs.
? Gap 3- The difference between specifications or standards of service quality and the
actual service delivered to customers.
? Gap 4- The difference between the services delivered to customers and the promise of
the firm to customers about its service quality.
? Gap 5- It is the customer gap. The difference between customer expectations and
perception is the service quality gap.
APPLICATIONS OF THE GAP MODEL:-
First of all the model clearly determines the two different types of gap in service
marketing namely the customer gap and the provider gap. The latter is considered as internal
gap within a service firm. This model really views the services as a structured, integrated
model which connects external customers to internal services between the different functions
in a service organization.
The important applications of the gap model are as follows:-
1. The gap model of service quality gives insights and propositions regarding customer’s
perceptions of service quality.
2. Customer always use 10 dimensions to form the expectation and perceptions of
service quality.
3. The model helps predict, generate and identify key factors that cause the gap to be
unfavorable to the service firm in meeting customer’s expectations.
Page | 13
(Fig: 2 the 10 determinants of service quality)
(Parasuraman, Zeithaml, Berry, 1985)
Words of mouth
communications
Personal Needs
Past
Experiences
Expected service
Perceived service
The10 determinants of
service quality:-
? Access
? Communication
? Competence
? Courtesy
? Credibility
? Reliability
? Responsiveness
? Securities
? Tangibles
? Understanding/
Knowing the
customer
Page | 14
THE CUSTOMER GAP: - THE GAP BETWEEN CUSTOMER EXPECTATIONS
AND CUSTOMER PERCEPTIONS:
The customer gap is the difference between customer expectations and
customer perceptions. Customer expectation is what the customer expects according to
available resources and is influenced by cultural background, family lifestyle, personality,
demographics, advertising, experience with similar products and information available
online. Customer perception is totally subjective and is based on the customer’s interaction
with the product or service, perception is derived from the customer satisfaction of the
specific product or service and the quality of service delivery. The customer gap is the
most important gap and in an ideal world the customer’s expectation would be almost
identical to the customer’s perception.
In a customer oriented strategy, delivering a quality service for a specific
product should be based on a clear understanding of the target market, understanding
customer needs and knowing customer expectations could be the best way to close the gap.
THE KNOWLEDGE GAP: - THE GAP BETWEEN CONSUMER EXPECTATION
AND MANAGEMENT PERCEPTIONS:
The knowledge gap is the difference between the customer’s expectations of
the service provided and the company’s provision of the service. In this case managers are
not aware or have not correctly interpreted the customer’s expectation in relation to the
company’s services or products. If a knowledge gap exists, it may mean companies are
trying to meet wrong or non-existing customer needs. In a customer oriented business. It is
important to have a clear understanding of the consumers need for service. To close the
gap between the consumers expectation for service and managements perceptions of
service delivery will require comprehensive market research.
Page | 15
THE POLICY GAP:- THE GAP BETWEEN MANAGEMENT PERCEPTION AND
SERVICE QUALITY SPECIFICATIONS:
According to Kasperetal, this gap reflects management’s incorrect translations of
the service policy into rules and guidelines for employees. Some companies experience
difficulties translating consumer expectation into specific service quality delivery. This can
include poor service design failure to maintain and continually update their provision of good
customer service or simply a lack of standardization. This gap may see consumers seek a
similar products with better service elsewhere.
THE DELIVERY GAP: - THE GAP BETWEEN SERVICE QUALITY
SPECIFICATION AND SERVICE DELIVERY:
This gap exposes the weakness in employee’s performance. Organization with a
delivery gap may specify the service required to support consumers but have subsequently
failed to train their employees put good processes and guidelines in action. As a result.
Employees are ill-equipped to manage consumer’s needs.
Some of the problems experienced if there is a delivery gap are:-
? Employees lack of product knowledge and have difficulty managing customer
questions and issues.
? Organizations have poor human resource policies.
? Lack of cohesive teams and the inability to deliver.
Page | 16
THE COMMUNICATION GAP: - THE GAP BETWEEN SERVICE DELIVERY AND
EXTERNAL COMMUNICATIONS:
In some case, promises made by companies through advertising media and
communicator raise customer expectation. When over-promising in advertising does not
match the actual service delivery. It creates a communication gap. Consumers are
disappointed because the promise service does not match the expected service and
consequently may seek alternative product sources.
DEFINITION OF ‘MARKET SHARE’:
The percentage of an industry or markets total sales that is earned by a particular
company over a specified time period. Market share is calculated by taking the company’s
sales over the period and dividing it by the total sales of the industry over the same period.
This metric is used to give a general idea of the size of a company to its market and its
competitors.
MARKET SHARE ANALYSIS:
Market share analysis shows a business how well it is reaching customers in each
neighborhood across its sales region.
Market share analysis is a part of market analysis and indicates how well a firm is
doing in the market place compared to its competitors.
A market share analysis needs to take into account the followings:-
Total market size- it refers to the annual business volume in currency or in number of
transactions.
Market growth rate- it refers to the Compounded Annualized Growth Rate (CAGR) taken
over a period of 3 to 5 years.
Page | 17
Market share- it is a breakup of market size in percentage terms, to help identify the top
players, the middle and the “minnows” of the market place, based on the volume of business
conducted.
Market segmentation- some of the factor that determine the market are price, quality, speed
of service, ease of maintenance and points of distribution. By mapping on quality and price
parameters, it is possible to identify graphically the spaces which are crowded by service
providers and which are the relatively empty spots.
Key players- The top players in each segment of the market is the key players. The extent to
which they provided premium quality, or premium service or price advantage, can help
identify future target segments.
SWOT analysis- the strengths of players as well as weaknesses/areas of improvement are
needed to combat the onslaught in a marketing warfare. Strength and weakness include brand
equity, geographic presence, strong management/leadership, technological edge, and
patent/copyrights.
Emerging opportunities- It should be identified which could make the market grow
faster/larger or acquire business more easily. Similarly, there are threat factors that could
reduce the total market size. These could be due to regulatory guidelines, changes in fashion
trends, consumer preference, macro-economic events like currency crisis, import/export, war,
natural calamity.
Business continuity plan- While planning for market share analysis, the worse must be
planned for to ensure continuity of the concern in the event of the calamity. Companies which
have a continuity plan usually sustain shocks better and ensure achievement of targeted
market share.
Target market share- based on the above analysis, it is possible to arrive at the overall
market size for the assessment period and their by decide on the volume of business the firm
targets to achieve during the period. This helps determine the firms targeted market share.
This also helps budget for activities like budgeting for R&D, sales, promotion, marketing,
and training.
Page | 18
Page | 19
THE SOFT DRINK MARKET
Non-alcoholic soft drink beverage market can be divided into fruit drinks and soft
drinks. Soft drinks can be further divided into carbonated and non-carbonated drinks. Cola,
lemon, oranges are carbonated drinks while mango drinks come under non-carbonated
category. The soft drinks market till early 90’s was in hands of domestic players like Campa,
Thumps Up, Limca etc. but with opening up of economy and coming of MNC players Pepsi
and Coke the market has come totally under their control. While worldwide Coke is the
leader in carbonated drinks market in India it is Pepsi which scores over Coke but this
difference is fast decreasing (Courtesy huge ad-spending by both the players). Pepsi entered
Indian market in 1991, Coke re-entered (After they were thrown out in 1977, by the then
central government) in 1993.
Pepsi has been targeting its products towards youth and it has struck right chord
with the market and the sales have been doing well by sticking to this youth bandwagon.
Coke on the other hand struggled initially in establishing itself in the market. In a span of 7
years of its operations in the country, it changed its CEO four times but finally they seem to
have st311edunderstanding the pulse of Indian consumers.
Soft drinks are available in glass bottles, aluminum Cans and PET bottles for home
consumptions. Fountains also dispense them in disposable containers.
HISTORY OF SOFT DRINK IN INDIA
India is a potentially one of the largest consumer market in the world. Soft drink is
a typical product, which quenches thirst and also used for refreshment. In old days people
used to quench their thirst by taking water, Jal jeera, Lassi, Sharbat, Ganna Juice etc. which
still prevailing in the market. But as the people require more advance and efficient drink, so
there felt a need for more sophisticated means of satisfying thirst, which ultimately gave to
the production of modern soft drink.
A soft drink is a non-alcoholic beverage. It is artificially flavored drink, which
contains no fruit juice or pulp.
Page | 20
Introduction of soft drink in the name of COCA-COLA was first created in 1886 in
USA.Dr. John S. Perfector formulated the formula of Coca-Cola. The Parle came up by
introducing ‘Gold Spot’ in orange flavor. It was really (1challenging task for Parle to position
i.e. Gold Spot in the market against Coca-Cola, because using foreign brands habituated
people. So first of all, it was launched in Bombay and free sampling was done in hotels,
restaurant, offices and clubs to make people aware about the taste and quality because it was
quite different from Coca-Cola in these two attribute.
After a tedious effort of about 20 years, it succeeded in establishing its separate
identity. Thus Coca-Cola was the first foreign brand introduced in India during 1965and the
first Indian brand soft drink was Gold Spot launch in the later part of 1940’s.
During the rule of Janta Party at center in 1978, the Indian government cancelled
collaboration with USA’s Coca-Cola company and
As result Coca-Cola winded up its operation in India. Now Indian market was open
for various cold drinks. Several companies came forward pushing the’ different brands in the
market. Parle introduced ‘Thums Up’. Pure drink of Delhi introduced Campa-Cola along with
Campa Orange and Campa-Cola.
Modern bakeries introduced double seven. Mohan Making came up with Marry and
Pick Up and McDowell came up with thrill, Rush sprint in Indian market. Umpin (Godrej)
and treeto (Lipton) entered with tetra pack and started grabbing the market in the absence of
Coca-Cola.
In 1991, a multinational company globally known as P.C. 1. (Pepsi Cola
International) entered the Indian market with the name P.F.L. (Pepsi Food Limited). Its
president Christopher found a large scope for their soft drink in India.
Both PFL and Parle were the two main bottlers in the soft drink arena. There was a
cut throat competition between them.1993, Coca-Cola re-entered into the Indian market and
acquired five brands of Parle i.e. Thums! Up, Limca, Citra, Maza and Gold-Spot. Thus in
India, Coca-Cola has become the close rival of Pepsi Foods Limited (PFL). They are fighting
each other to gain a clear edge over the other.
Page | 21
A present, Pepsi Foods Limited has 44 bottling plants while Coca-Cola has 62
bottling plants. The total money invested by Pepsi Foods Ltd. is 500 million dollars while
Coca-Cola has invested 800 million dollars in India. The Indian soft drink market was
growing at an encouraging 16% per annum which augured well for both the companies.
COMPANY PROFILE
PepsiCo is an American multinational food and beverage corporation headquartered
in Purchase, New York, United States, with interests in the manufacturing, marketing and
distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed
in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since
expanded from its namesake product Pepsi to a broader range of food and beverage brands,
the largest of which include an acquisition of Tropicana in 1998 and a merger with Quaker
Oats in 2001—which added the Gatorade brand to its portfolio.
As of January 2012, 22 of PepsiCo's product lines generated retail sales of more than
$1 billion each, and the company's products were distributed across more than 200 countries,
resulting in annual net revenues of $43.3 billion. Based on net revenue, PepsiCo is the second
Page | 22
largest food & beverage business in the world. Within North America, PepsiCo is ranked (by
net revenue) as the largest food and beverage business.
Indra Krishnamurthy Nooyi has been the chief executive of PepsiCo since 2006, and
the company employed approximately 297,000 people worldwide as of 2011. The company's
beverage distribution and bottling is conducted by PepsiCo as well as by licensed bottlers in
certain regions. PepsiCo is a SIC (beverage) company.
ORIGIN
The recipe for Pepsi (the soft drink), was first developed in the 1880s by a pharmacist
and industrialist from New Bern, North Carolina, named Caleb Bradham – who called it
"Pepsi-Cola" in 1898. As the cola developed in popularity, he created the Pepsi-Cola
Company in 1902 and registered a patent for his recipe in 1903. The Pepsi-Cola Company
was first incorporated in the state of Delaware in 1919. The company went bankrupt in 1931
and on June 8 of that year the trademark and syrup recipe was bought by Charles Guth who
owned a syrup manufacturing business in Baltimore, Maryland. Guth was also the president
of Loft, Incorporated, and a leading candy manufacturer and used the company's labs and
chemists to reformulate the syrup. He further contracted to stock the soda in Loft's large chain
of candy shops and restaurants, which were known for their soda fountains, used Loft
resources to promote Pepsi, and moved the soda company to a location close by Loft's own
facilities in New York City. In 1935 the shareholders of Loft sued Guth for his 91% stake of
PepsiCo in the landmark Guth v. Loft Inc.. Loft won the suit and on May 29, 1941 formally
absorbed Pepsi into Loft, which was then rebranded as Pepsi Cola Company that same year.
(Loft restaurants and candy stores were spun off at this time.) In the early 1960s the company
product line expanded with the creation of Diet Pepsi and purchase of Mountain Dew.
In 1965, the Pepsi-Cola Company merged with Frito-Lay, Inc. to become PepsiCo,
Inc., the company it is known as at present. At the time of its foundation, PepsiCo was
incorporated in the state of Delaware and headquartered in Manhattan, New York. The
company's headquarters were relocated to its still-current location of Purchase, New York in
1970, and in 1986 PepsiCo was reincorporated in the state of North Carolina.
PepsiCo was the first company to stamp expiration dates, starting in March 1994.
Page | 23
HISTORY OF PEPSI IN INDIA
As an MNC on the globe, Pepsi Foods Ltd. is one of the largest soft drink company
at the world with its head quarter in New York.
Pepsi entered in the Indian soft drink market in 1988 and began its production in
May, 1990 and soon it was giving the local contenders the run for their market. It came out
with dazzling marketing innovation that rocked the cola market line selling the product
through functional Pepsi outlets.
Pepsi success in creating a brand almost from scratch. In India it is the stuff that
marketing case studies are made given the problems of doing over advantage it entered before
coke returned was considerable reduced by the export obligation slapped on the company.
Yet right from the beginning Pepsi demonstrated a far more focused approach while it
entered.
The market like any other MNC, it was quick to adopt. It realize that consumer
particularly the youth to whom it consciously reached out would identify better with a brand
that they see as global yet India Pepsi was built as desi brand. Hence its deliberate attempt to
build ad-campaign using the popular Hinglish, in the process slogans like “yehi hai right
choice baby Aha” and “yeh dil mange more” become a part of India’s popular consciousness.
When Pepsi lost the bidding battle to sponsor a cricket tournament to coke, the loss was
turned into a triumph with the catch line “Nothing official about it”. Two, it cashed in on the
untapped consumer aspiration in smaller towns, tehsils headquarters and hinter-land of
metropolitan cities. Three, it showed a rare ability to not only survive, but grow through
India’s tortuous policy twist and turns which threw many other MNC‘s off balance. And four
its top management teams did not suffer from frequent changes seen at rivals, Coke
consequently it was able to pursue it chosen policy with for greater zeal and dedication.
Unlike Coke which paid enormous prices to buy established local brands. Pepsi
brought its own stuff over and pushed those aggressively with dealers, retailers and
consumer. Right now, it can bark in its outstanding success inbuilt, dinga brand that has
become synonymous with soft drinks across the length and breadth of the country.
Page | 24
MISSION & VISION OF PEPSICO
Mission of the PepsiCo
Our mission is to be the world's premier consumer Products Company focused on convenient
foods and beverages.
We seek to produce financial rewards to investors as we provide opportunities for growth and
enrichment to our employees, our business partners and the communities in which we
operate. And in everything we do, we strive for honesty, fairness and integrity.
Vision of the PepsiCo
"PepsiCo's responsibility is to continually improve all aspects of the world in which we
operate – environment, social, economic – creating a better tomorrow than today."
Our vision is put into action through programs and a focus on environmental stewardship,
activities to benefit society, and a commitment to build shareholder value by making PepsiCo
a truly sustainable company.
Page | 25
LEADERS OF PEPSICO
Zein Abdalla
President, PepsiCo
Saad Abdul-Latif
CEO, PepsiCo, Asia, Middle, East,
Africa
Albert P. Carey
CEO, PepsiCo, Americas
Beverages
Brian Cornell
CEO, PepsiCo, Americas Food
Enderson Guimaraes
CEO, PepsiCo, Europe
Indra K. Nooyi
Chairman & CEO, PepsiCo
Page | 26
ABOUT S.M.V BEVERAGE PVT.LTD
SMV beverages pvt limited is a well-known manufacturing organization in the
state of Orissa for manufacturing and sales of soft drinks since last 32 years. This unit was
incorporated itself as a manufacturing unit is by manufacturing “coke” brands of the product.
There after they took the franchise of “Mc Dowell” and since 1991 they have been
manufacturing “Pepsi” brand products.
It is the only bottling unit of “Pepsi” brand of product. In the state of Orissa Pepsi
is brought to you by the renowned SMV beverages pvt ltd, Jagatpur (Cuttack) best
professionally managed company promoted by the jaipuria group. The promoters for the last
thirty five years in manufacturing national and world renowned brands such as Pepsi,
7up,slice, mirinda, mountain dew, etc. has helped deliver to the customer consistent quality
comparable to the best of international standards.
Today’s fast paced life paced life style and ever changing Drinks style demand
superior quality, ready to use in convenient packaging. The Pepsi drinks meet these demands.
Pepsi is ideal choice for the both classes as well the masses for the individual
consuming low quantities as well as high establishment. The seemingly vast gap in catering
to vast and varied consumer base has been bridged by introducing “contain no fruit in a
hygienic convenient bottle packages.”
LOCATION AND AREA COVERRAGES BY SMV BEVERAGES PVT LTD
SMV beverages pvt ltd is located at Jagatpur industrial area, 7 km away from
Cuttack city, the old capital of the state of Orissa and heart of business activities in the state.
The factory is situated on the bank of the river “Mahanadi”, the largest river in the state and
in the side of National highway -5. The factory is also close to railways station and correctly
located for transport of raw materials and finished products. The factory acquires 7.6 acres of
land out of which 2.5 acres are built up for factory plant and machinery and administrative
offices.-
Page | 27
SILENT FEATURE OF THE COMPANY:-
I. Data of incorporation : 12.05.1967
II. Commencement of production : 16.07.1968
III. Registered office : Jagatpur, cuttack-754021
IV. Production capacity : 38 lakhs crates per annum
V. Go down stock capacity : 1, 20, 000 crates
VI. Total land area : 7.6 acres
VII. Built up area : 2.5 acres
VIII. Market covered : Odisha state
DEPARTMENT OF SMV BEVERAGES PVT LTD
The bottling plant Jagatpur, Cuttack is a franchisee operated bottling operation plant and is
owned by the Jaipuria group. Previously the Goenka owned it .but it was brought over by the
jaipuria and many infrastructures have been added since, not to mention the state of art plans
with major automation. SMV beverages pvt ltd do the bottling and the marketing division is
SMV beverages Pvt Ltd.
The four departments of SMV beverages pvt ltd are:-
1. FINANCE
2. TECHNICAL
3. HUMAN RESOURCES
4. MARKETING AND SALES
MR. Prasenjit Banerjee is the head of the sales department of Western Odisha. Under him the
other supporting bodies are:
? Marketing Development Manager (MDM)
? Territory Development Manager (TDM)
? Account Development co-ordinates (ADC)
? Customer Executives (CE)
Page | 28
ORGANIZATIONAL HIERARCHY
BOARD OF DIRECTOR
MANAGING DIRECTOR
DIRECTOR
CEO
FINANCE MANAGER
A/C ASSISTANT
A/C CLERK
WORKER/OPERATOR
SHIFT ENGINEER
PLANT MANAGER
H.O.S
P.A.M
H.R MANAGER
SENIOR TECHNICIAN
T.D.M
H.R EXECUTIVE
SHIPPING
COORDINATOR
M.D.M M.E.M
C.E
A.D.C
M.E TECHNICIAN
M.D.C EXECUTIVE
Page | 29
PEPSI FRANCHISE, CUTTACK, ORISSA
VISION
To be the best Consumer Products Company in the eyes of our Suppliers, Customers,
Consumers, employees, and Shareholders.
POLICIES OF THE COMPANY
QUALITY POLICY:
? To produce Pepsi range of beverages maintaining desired quality of Products and
Services.
? To attain market leadership and achieve consumer & stakeholder delight.
? To achieve continual improvement of the QMS through effective cost reduction
measures and reviewing KPIs.
SAFETY POLICY:
We shall design, Construct, Maintain & Operate our Plants so that they are safe for:
? The People working in the factory
? The assets of the Company
? The Environment in & around the factory
SCOPE
SMV Beverage has been for the scope of the study in general and HRD dept. in particular.
This is the scope for the study includes the area such as
1) Man power planning
2) Recruitment
3) Selection
4) Induction
5) Training and development
6) Performance appraisal
7) Promotion and separation
Page | 30
THE PROCESS OF MANUFACTURING
The process of manufacturing of Aerated water (soft drinks) and fruits juice under Pepsi
brand is divided into mainly five parts such as:
? Water treatment
? Syrup marketing
? Bottle washing
? Filling
? Crowning and coding
? Testing of the product
MARKETING SYSTEM
Product:
“Pepsi” carbonated water, sugar & added flavor package drinking water. Introduction of
natural color drink is on the cards.
Positioning:
Besides retailing, the company focuses on institutional sales, Special event to make the
product available for additional mileages.
Price:
The company maintains a steady price due to tight competition. It encourages more retail
margin as competitors. However, company does not believe in compromising the quality of
the product.
Promotion:
Schemes and incentives are also given keeping an eye on the competitive activity from time
to time. Company has also introduced a consumer’s awareness scheme to create better brand
awareness of the product.
Page | 31
Publicity:
A company as promotional measure for value sale gives publicity. Adequate point of
purchase materials, adequate display materials and participation of important local festival
are also part of the promotional measure of the company.
Channel of distribution:
Distributors are appointed all over Orissa for marketing the product. Customer executives
appointed by the company support them.
Marketing strategy:
Besides stamping the urban market, the company focus is on penetration in the periphery
rural area.
PRODUCT LINE OF PEPSICO
FLAVORE
LIME&LEMON
(M.DEW)
MANGO
(SLICE)
LEMON
(7UP)
ORANGE
(MIRINDA)
COLA
(PEPSI)
COLD DRINKS
7UP
SLICE
PEPSI
M.DEW
MIRINDA NIMBOOZ
Page | 32
DISTRIBUTION CHANNEL OF SMV BEVERAGES PVT.LTD
Customer
DISTRIBUTION CHANNEL OF PEPSI
A distribution channel is a set of interdependent involved in the process of making a product
or service available for use or consumption or industrial.
We know that consumer of any age or sex engaged in any activity needs a proper
distribution to make available everywhere.
If there is a proper feeding of the dealers, the company is in the better position to
supply and satisfy that impulses demand of the customer. As the number of dealer increase,
the dealer index goes down and the sales increases. Then also product will be available in
more places and more accessible areas, as a result the consumption of product will increase.
Therefore, the per capita consumption that is the average number of bottles consumed by a
person over a year will increase this of course means an increase in total sales.
A distribution system must have adequate number of vehicles and to supply the
products at each and every outlet first. In Pepsi the co-ordination between channels is very
good.
SMV BEVERAGES PVT
LTD
RETAILER
Page | 33
In Pepsi the company SMV pvt.ltd sale its product directly in cash. There is no credit
system and the distributor sales the product through personal vehicle to the outlet.
So the main objective of the distribution channel is to cover up the wise area at proper
time and in adequate quantity clearing up of all transactions having no bad debts and
reducing the channel conflict by proper task clarity with targeted sales figure, job and
necessary supervision of the work by the executives.
FOCUS ON MARKETING STRATEGIES OF PEPSI
The marketing strategy used by Pepsi involves the following:-
? Focus on availability of product in market.
? Focus on availability of products in outlet.
? Pepsi products visible to customers
? Regular market vigilance by market developer
? Distribution of according to locality
? Focus on monopoly outlets
? Aggressive outlets
? Target core brands
? Satisfy market priorities
Focus on availability of product in market:
Pepsi works on “DIKHEGA TO BIKEGA” philosophy. This is the main formula for
marketing strategy to each company. So availability of product in market is clear. For this
reason, the market developer daily comes to the market to check the product availability.
Focus on availability of product in outlet:
There is a difference between availability of product in market as well as in outlet. So
Pepsi wants its product to be available in each outlet in the market.
Page | 34
Focus on visibility of Pepsi products in outlet:
The aim of Pepsi is that its product should visible to the customers so it gives VISI-
COOLERS & rack to outlets. Availability of visit-coolers & rack ensure that more products
are visible to the customers.
Regular market vigilance by market developers:
To know the position of Pepsi products in the market, Pepsi appoints some executives
those go to the market & check availability of products, take care of company assets, check
visit-coolers, talk to outlet owners about any problem &take feedback about the product.
Distribution of product according to locality:
Pepsi distributes its product according to locality. Say for example it distributes more
RFB in area where there are more bars &restaurants.
Focus on monopoly counters:
Outlets which sales only Pepsi products are known as MONOPLOY outlets. These
monopoly outlets give more sales to the company. So company gives extra schemes, discount
gifts to those outlets.
SCHEME IN PEPSI SOFT DRINKS
REFILLING SCHEME: for the retailer purchase of I case of RGB (Returnable Glass
Bottle) two or three bottle free.
SCRATCH CARD: For the retailer winning prize by scratching lucky coupon.
UTC: (under the crown) for both the retailer as well the customer will get the amount coded
under the crown.
QPS: (quantity per sale) this scheme is only for the retailer to motivate for high selling
volume. In this scheme the will get free bottles according to the cases of PET, RGB CAN and
AQUAFINA.
Page | 35
KEY ACCOUNT: In this scheme the company ties up with mail, restaurant, big retail shop
and hotel on the basis of annual sales volume. The company ma y tie up to Rs.10or Rs.25 per
case selling.
CARD ACCOUNT: Under the scheme the company ties up with betel shop, small
shopkeeper, retail outlet at Rs.3 or Rs.5 per case of selling.
DISPLAY SCHEME: Under this scheme company give gift to the retailer who displays the
Pepsi products in the visit very well.
SAMBALPUR DISTRIBUTORS PROFILE
There are distributors operating in Sambalpur about the distributor under which I worked.
Name: AMAN AGENCIES PVT.LTD
Address: Tumesingha, near Batmangala Temple H -6, SBP, Mob No-9439634701.
Staff employed (PepsiCo): 07
Manager: 01
Sales Person: 09
Drivers: 09
Customer Executive: 02
Labors: 16
Vehicles: 10
Total number of Outlet in Sambalpur: 549
Numbers of routs in Sambalpur: 09
Name of the PSR’s: Babula, Mantu, Prasanta, Pradhan, Aslam, Pintu, Satrughan,
Madhusudan.
Page | 36
Page | 37
PRODUCT PROFILE OF PEPSICO
PEPSI – OH YES ABHI
Brand History:
Pepsi is a hundred-year-old brand loved by over 200 million people worldwide. The largest
single selling soft drink brand in India, Pepsi is ubiquitous on just about every social
occasion.
? Youngistaan loves it. 200 million people worldwide love it. But what has made Pepsi the
single largest selling soft drink brand in India is actually a formula concocted a century ago in
a faraway continent.
? 1886, the US. Caleb Bradman, a man with a plan formulated a blockbuster of a digestive
drink and decided to call it Brad’s drink. The potion was to become Pepsi Cola in 1898, and
eventually, Pepsi in 1903.
? Since its inception, Pepsi has always been at the forefront of the beverage industry and has
come up with revolutionary concepts such as Diet Pepsi, 2l bottles, recyclable plastic cola
bottles and the enviable My Can.
Brand Advantage:
? Pepsi has become a friend to youth and youth culture. Over generations, youngsters have
grown up with Pepsi and have shared an emotional connect with it unlike with any other cola
brand. Be it parties, hangouts with friends, or just another day at home, a day is never
complete without the fizz of Pepsi!
? Pepsi, cricket and Bollywood have been joined at the hip since the cola’s entry into India.
ShahRukh Khan, Sachin Tendulkar, Saif Ali Khan, Amitabh Bachchan, Kareena Kapoor,
? Priyanka Chopra, Virender Sehwag, M.S. Dhoni, John Abraham, Ranbir Kapoor and Deepika
Padukone are some of the celebrities who have endorsed Pepsi.
Page | 38
? The Pepsi My Can is undoubtedly the most popular cola pack of all time. It is not just a pack
but a definitive style.
QUICK BRAND FACTS:
? Flagship brand of PepsiCo.
? 100 year old brand loved by over 200 million people worldwide.
? An iconic youth brand in India.
? The single largest selling soft drink brand in India.
PEPSI - FACTS & DETAILS
PEPSI DIET PEPSI
MOUNTAIN DEW – ‘DARR KE AAGE JEET HAI’
Brand History:
The main formula of Mountain Dew was invented in Virginia. The drink was named and first
marketed in Johnson City, Tennessee and Knoxville, Tennessee in 1948.
In India, Mountain Dew set the soft drink category ablaze in 2003 with its iconic launch
campaign ‘Cheetah Bhi Peeta Hai’.
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 44
Carbohydrate g 11
Sugars* g 11
Protein g 0
Fat g 0
NUTRITIONAL INFORMATION (Approx.)
Per
100ml
Energy kcal 0.3
Carbohydrate g 0
Sugars* g 0
Protein g 0
Fat g 0
Page | 39
Brand Advantage:
It is a soft drink that exhilarates like no other because of its active, high-energy, extreme
citrus taste. The idea of daring, challenges, a ‘can do’ attitude, adventure and exhilaration are
deeply entrenched in its brand DNA. The brand has always celebrated the bold, adventurous
and rebellious spirit of youth. This is reflected in the high-adrenaline advertising of the brand
and its connection to outdoor adventure.
Did You Know?
‘Darr Ke Aage Jeet Hai’
In 2007, the brand was re-launched with a completely new, punchier formulation.
Communication aimed at forging a strong emotional connect with the audience. Thus began
the ‘Darr Ke Aage Jeet Hai’ campaign, which acknowledged that fear was a very real aspect
of the world of adventure and Mountain Dew wanted young people to believe in themselves
in their moment of fear. For beyond fear lay victory.
QUICK BRAND FACTS:
? Mountain Dew was invented in Virginia in 1948.
? It was launched in India in 2003.
MOUNTAIN DEW – FACTS & DETAILS
MOUNTAIN DEW
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 49
Carbohydrate g 12.3
Sugars* g 12.3
Protein g 0
Fat g 0
Page | 40
SLICE – PURE MANGO PLEASURE
Brand History:
Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to
become a leading player in the category.
In 2008, Slice was relaunched with a winning product formulation that made consumers fall
in love with its taste. With new pack graphics and clutter-breaking advertising, Slice has built
a powerful appeal.
Brand Advantage:
With the launch of the ‘Aamsutra’ campaign in 2008, its winning taste and appealing pack
graphics, Slice created a great deal of excitement in its category and celebrated the
indulgence in mangoes like no other brand had done before.
While other players have portrayed the mango as a simple and innocent fruit, Slice celebrates
the sheer indulgence and sensuality involved in consuming a mango. The creative ‘Aamsutra’
idea communicates the experience of extreme sensuous pleasure through the act of drinking
Slice.
Slice was the first brand ever in the Juice and Juice Drinks category to sign on Bollywood
diva Katrina Kaif as the brand ambassador for Slice.
In 2009, Slice took the notion of indulgence to a whole new level with the launch of the
‘Slice Pure Pleasure Holidays’, giving its consumers a chance to win luxurious all-expenses-
paid holidays to dream European destinations like Paris, Vienna, Greece and Venice.
Quick Brand Facts:
? Slice was launched in India in 1993
? Slice Mangola was introduced in 1994
Page | 41
SLICE – FACTS & DETAILS
SLICE JUICE DRINK REDY TO SERVE FRUIT BEVERAGE
NIMBOOZ – ‘DIL BOLE I FEEL UP’
Brand History:
Nimbooz was launched in India on the 28th of February 2009. It is the latest addition to the
Pepsi beverages portfolio.
Brand Advantage:
The brand delivers very strongly on certain expectations. These are:
Locally Relevant Taste:
Nimbooz is a great tasting product. It has capitalized on the existing familiarity with and high
consumption of unpackaged / home-made nimbu pani. It has remained true to its authentic
Indian Identity by using the traditional Matka (Earthen Pot) and Squeezer in the
manufacturing process.
Convenience and Great Value:
The product is available in three convenient formats, 350ml PET, 200ml RGB and 200ml
Tetra at the remarkable price points of Rs15, Rs 10 and Rs 10 respectively.
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 73
Carbohydrate g 18.1
Sugars* g 17.3
Protein g 0
Fat g 0
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 62
Carbohydrate g 15.4
Sugars* g 15.4
Protein g 0
Fat g 0
Page | 42
Accessibility:
Nimbooz is India’s first nationally available packaged Nimbu Pani.
Hygienic:
It is just like home-made nimbu pani. You can enjoy its natural and delicious lemony
refreshment anywhere you go.
QUICK BRAND FACTS:
? India’s first nationally available packaged Nimbu Pani.
? It was launched in India in 2009.
NIMBOOZ – FACT & DETAILS
NIMBOOZ BY 7UP NIMBOOZ MASALA SODA BY 7UP
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 43
Carbohydrate g 10.8
Sugars* g 10.5
Protein g 0
Fat g 0
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 42
Carbohydrate g 10.6
Sugars* g 10.6
Protein g 0
Fat g 0
Page | 43
AQUAFINA – ‘THE PUREST PART OF YOU’
Brand History:
Aquafina was first launched in the US in 1994. With its unique purification system and great
taste, Aquafina soon became the bestselling brand in the country.
In India, Aquafina’s journey began with its launch in Bombay in 1999 and it was rolled out
nationally by 2000. On the strength of its brand appeal and distribution, Aquafina has become
one of India’s leading brands of bottled water in a relatively short span of time.
Brand Advantage:
Aquafina goes through a five step state-of-the-art purification process to give consumers pure
water and perfect taste.
Aquafina has been built through refreshing and sharp advertising. The ‘What a Body’
campaign has helped the brand to drive premium, modern and youthful imagery in an
otherwise undifferentiated category.
Bottled across India in 19 plants, Aquafina is available across more than half a million
outlets. Catering to diverse consumer needs and occasions, it is available in various pack
sizes like 300ml, 500ml, 1 ltr and 2 ltr bottles and in bulk water jars of 25 ltrs.
Aquafina is the face of PepsiCo’s water conservation initiatives and builds awareness about
PepsiCo’s efforts to replenish and restore the water table through its pack labels.
AQUAFINA – FACTS & DETAILS
AQUAFINA
NUTRITIONAL INFORMATION (Approx.)
Energy kcal 0
Carbohydrate g 0
Fat g 0
Protein g 0
Page | 44
7UP UNVEILS NEW POSITIONING – ‘DIL BOLE I FEEL UP’
Brand History:
7UP, the refreshing clear drink with a natural lemon and lime flavour was created in 1929.
7UP was launched in India in 1990 and its international mascot Fido Dido was used for
advertising in 1992 to position the brand as a cool drink for youngsters. Fido became an
instant hit with his trendy look, laid-back attitude and unconventional take on life. During the
brand’s early years in India, 7UP gained market leader status in the lemon lime category by
being one of the first to be nationally distributed besides being marketed as a healthier
alternative to other soft drinks.
Brand Advantage:
For the past two years, 7UP’s ambition as a brand has been to capture and own the lemon
refreshment territory within the clear lime category. ‘Lemon’ has proven to be a clear and
relevant differentiator for the brand. Further, the emotional connect with the idea of
upliftment through refreshment has led to an impressive payoff for the brand.
After establishing itself as ‘The Lemon Drink’ in January 2009, 7UP has continued to build
on the theme of mood upliftment with its new tagline ‘Mood Ko Do Lemon Ka Lift’.
Did You Know?
There are many theories for the origin of the 7UP name.
According to Professor Gary Yu (UCSB) and researchers for the popular Uncle John’s
Bathroom Reader the name is derived from the atomic mass of Lithium, 7, which was
originally one of the key ingredients of the drink (lithium citrate).
Page | 45
However, there are numerous other myths explaining the name:
? Its creator named the soft drink after winning at a casino with three rolls of 7 and the
letter U.
? The drink was formulated with seven flavours plus the bubbles from the drink’s
carbonation (the bubbles go up).
? The original bottle contained seven ounces; its creator came up with the name while
playing dice.
? 7UP was the seventh large commercial lemonade brand that tasted the same.
? Before the formula changed in 2006, a can of 7UP included seven ingredients.
? The ‘Up’ in the drink’s name might refer to the original inclusion of lithium citrate, when
it was marketed as a patent medicine to cure hangovers.
? The name ‘7UP’ was a reference to the esoteric concept of the Seven Planes, made
famous by the Internet series The Arrivals.
? The name came from the seventh-inning stretch ‘7UP’ in baseball tradition.
QUICK BRAND FACTS:
? 7UP was created in 1929
? 7UP was launched in India in 1990
7UP – FACTS & DETAILS
7UP LEMONY BITE 7UP
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 47
Carbohydrate g 11.7
Sugars* g 11.7
Protein g 0
Fat g 0
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 44
Carbohydrate g 11.1
Sugars* g 11.1
Protein g 0
Fat g 0
Page | 46
MIRINDA – ‘WEEKEND AAYE THO PAGALPANTI CHAYE’
2010 Brand Campaign:
In 2010, Mirinda launched the ‘Weekend Pagalpanti’ campaign, based on the insight that
today’s youth love to spend fun time with their friends and families on weekends, and any
unwanted interruption causes annoyance. Mirinda helps young people to enjoy themselves
spontaneously and drives away all unwanted weekend interruptions. The campaign was
launched with interesting advertising copy, innovative outdoors, radio contests, DTH
activation and in-store presence.
Brand History:
Mirinda is an international soft drink brand from Spain that was launched in India in 1991.
Mirinda has always been about the irresistible taste of oranges that is now synonymous with
the brand. The message was successfully communicated through our 1996 ‘Mirinda Men’
campaign, the 2000 ‘Taste Pe Atka, Mirindaaaa’ campaign and the ‘Taste Aisa Chaye
Character Fisla Jaye’ campaign of 2003.
Mirinda evolved to evoke not just great taste but a lot of fun as well. This was conveyed
through another spate of memorable campaigns – ‘Fun Ka Naya Mantra, Mirindaaaaa’
starring Asin and Zayed Khan in 2007 and the ‘Pagalpanti Bhi Zaroori Hai’ campaign with
Asin in 2008.
In 2009, ‘orange’ was established as the core of the brand with the ‘Orange Dikha Toh Mooh
Bola Mirindaaaaa’ campaign.
Brand Advantage:
When we think Mirinda, we think orange. But Mirinda has also launched many other fruit
flavours. Mirinda Lemon was launched in 1998 with the memorable ‘Zor Ka Jhatka Dheere
Se Lage’ campaign starring Amitabh Bachchan and Govinda. Mirinda has also launched
innovative flavors like Apple and Bat berry.
Page | 47
In 2008, the brand decided to up the ante and deliver a brand philosophy that would resonate
even more strongly with consumers. Consequently, Mirinda adopted a bold and vibrant
colour, great orangey taste and sparkling bubbles that encouraged one to be more carefree,
spontaneous and playful.
In an effort to give our consumers a great tasting product that delights continuously, we have
reformulated and improved the taste of Mirinda, first in 1996, and then in 2002. What’s more,
Mirinda is now made without any artificial flavour at all.
Quick Brand Facts:
? 1991: Mirinda Orange launched in India.
? 1998: Mirinda Lemon launched in India.
MIRINDA – FACTS & DETAILS
MIRINDA ORANGE FLAVOUR
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 56
Carbohydrate g 14.0
Sugars* g 14.0
Protein g 0
Fat g 0
Brand History:
Gatorade, the World’s No.1 Sports Drink, was born on the field of sport! Gatorade was
launched in India in 2004 and over the years, has become an integral part of the kitbags of
many leading sportspersons. Gatorade has been tried and endorsed in India by the top sports
Page | 48
stars and professionals, including Sachin Tendulkar, Irfan Pathan, Md. Kaif, S. Sreesanth,
Ramji Srinivasan and Javagal Srinath.
The Gatorade Story:
In the summer of 1965, a University of Florida assistant coach sat down with a team of
university physicians and asked them to determine why so many of his players were being
affected by heat and heat-related illnesses. The researchers — Dr. Robert Cade, Dr. Dana
Shires, Dr. H. James Free and Dr. Alejandro de Quesada — soon discovered that two key
factors were causing the Gator players to ‘wilt’: the fluids and electrolytes the players lost
through sweat were not being replaced, and the large amounts of carbohydrates the players’
bodies used for energy were not being replenished. The researchers then took their findings
into the lab, and scientifically formulated a new, precisely balanced carbohydrate-electrolyte
beverage that would adequately replace the key components lost by Gator players through
sweating and exercise. They called their concoction ‘Gatorade’.
Brand Advantage:
What is Gatorade?
Gatorade is an optimal mix of water, carbohydrates and essential mineral salts that get
absorbed instantly to rehydrate, replenish and refuel like no other beverage can.
Gatorade is unlike any other Beverage or Energy Drink!
Gatorade quickly restores what the body loses through sweat. Its scientific formulation
instantly helps the body restore essential minerals, salts, water and energy lost through action
and exercise. Gatorade thus helps one to stay ‘Stronger for Longer’. It contains less than half
of the sugar that is normally found in energy drinks or soft drinks and even juices.
Did You Know?
? Water helps, Gatorade transforms.
? Gatorade is meant for consumption in active, sporty, hot and sweaty conditions.
? Gatorade is scientifically formulated and athletically proven to quench thirst.
Quick Brand Facts:
? World’s No. 1 Sports Drink
? Launched in India in 2004
? Available in 3 flavour
Page | 49
GATORED – FACTS & DETAILS
GATORED SPORTS DRINK BLUE BOLT GATORED SPORTS MIX LEMON FLAVOUR
GATORED SPORTS MIX ORANGE FLAVOUR GATORED SPORTS DRINK LEMON FLAVOUR
GATORED SPORTS DRINK ORANGE FLAVOURED
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 24
Carbohydrate g 6
Sugars* g 6
Protein g 0
Fat g 0
Sodium mg 48
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 24
Carbohydrate G 6
Sugars* G 6
Protein G 0
Fat G 0
Sodium mg 48
NUTRITIONAL INFORMATION (Approx.)
Per Sachet (35g) for 500ml
Gatorade Sports Drink
Energy kcal 126
Carbohydrate g 32.4
Sugars* g 32.2
Protein g 0
Fat g 0
Sodium mg 215
NUTRITIONAL INFORMATION (Approx.)
Per Sachet (35g) for 500ml
Gatorade Sports Drink
Energy kcal 126
Carbohydrate g 32.4
Sugars* g 32.2
Protein g 0
Fat g 0
Sodium mg 215
NUTRITIONAL INFORMATION (Approx.)
Per 100ml
Energy kcal 24
Carbohydrate g 6
Sugars* g 6
Protein g 0
Fat g 0
Sodium mg 48
Page | 50
TROPICANA – ‘NOW BREKFAST SHALL WIN’
Brand History:
Tropicana was founded in Bradenton, Florida, USA, in 1947. It is now enjoyed almost
everywhere in the world. Carefully nurtured for over 50 years, Tropicana has matured into
one of the most respected beverage brands. Tropicana is the #1 brand in packaged 100%
Juice* in the world in 2011 in off-trade volume. It is today available in 63 countries. Since
1998, Tropicana has been owned by PepsiCo, Inc. Tropicana Premium Gold was re-launched
as Tropicana 100% in 2008.
Brand Advantage:
Tropicana continues to select the best fruit to manufacture high-quality juices and original
products, pioneer innovative processes and explore new markets for its products. It is
committed to fostering healthy lifestyles by ensuring that its products are naturally nutritious
and provide the daily benefits that one needs.
In India, Tropicana comes in two categories: 100% Juices (sold as Tropicana 100%) and
Juice Beverages (sold as Tropicana).
Quick Brand Facts:
? Launched in India in 2004.
? Available in two categories - 100 percent juice and juice-based drinks.
Page | 51
BRANDS
BEVERAGES:-
REFRESHMENT BEVERAGES: LOW CALORIES BEVERAGES:
- Pepsi - Diet Pepsi
- 7up
- Nimbooz NUTRITIONAL BEVERAGES:
- Mirinda - Aquafina
- Slice
- Mountain Dew ISOTONIC SPORTS DRINK:
- Gatorade
FRUIT JUICES: NEW LAUNCH PRODUCT:
- Tropicana - Pepsi Atom
- Tropicana 100%
SODA:
- Lehar soda
Foods
PepsiCo’s foods division Frito-Lay is the leader in the branded salty snack market. All its
products are free of trans-fat and MSG. It manufactures Lay’s potato
chips, Cheetos extruded snacks, Uncle Chips and traditional snacks under
the Kurkure and Lehar brands. The company’s high-fiber breakfast cereal, Quaker
Oats and low-fat and roasted snack options like Aliva increase the number of healthy choices
available to consumers.
Page | 52
BRAND AMBASSADOR OF PEPSICO
? Brand Ambassadors of Pepsi.
? Brand Ambassador of slice.
? Brand Ambassador of Mirinda.
Page | 53
? Brand Ambassador of Mountain Dew.
? Brand Ambassador of 7up.
? Brand Ambassador of Aquafina.
Page | 54
LOGO’S OF PEPSICO & SLOGANS
Page | 55
SLOGANS
? 1990–1991: "Yehi hai right choice Baby, Aha" (English – meaning "This is the right
choice Baby <sound of approval>") (India)
? 1996–1997: "Pepsi: There's nothing official about it" (During the Wills World Cup
(cricket) held in India/Pakistan/Sri Lanka)
? 1999–2006: "Yeh Dil Mange More!" (English – meaning "This heart asks for more")
(India)
? 2000–present: "Pepsi ye pyaas heh badi" (English- meaning "There is a lot of thirst"
(India))
? 2009–present: "Yeh hai youngistaan meri jaan" (English – meaning "This is our
young country my darling"(India))
? 2009–present: "My Pepsi My Way" (India)
? 2011–present: "Change the game" (India, Bangladesh & Pakistan for the 2011 Cricket
World Cup)
? 2013–present: "Oh Yes Abhi" (English) - meaning Oh Yes Now(India)
Page | 56
PRODUCT PROFILE & PRICE LIST
PRICE LIST
OUTLET PRICE CONSUMER
PRICE
PACK
SIZE
PACK
ML
BRAND
NAME
PICES RATE
PER
CRATE
RATE
PER
BOTTLE
RETAILER
MARGINE
RATE
PER
CRATE
RATE
PER
BOTTLE
GLASS 200 ALL EXCEPT
SLICE
24 212 8.33 28 240 10
GLASS 200 SLICE 24 258 10.75 30 288 12
GLASS 300 ALL(7UP,
MIR,DEW)
24 258 10.75 30 288 12
GLASS 300 EV.SODA 24 175 7.29 17 192 08
GLASS 250 SLICE 24 282 11.75 30 312 13
PET 500 SLICE 24 630 26.25 42 672 28
PET 600 SLICE 24 720 30.00 48 768 32
PET 350 SLICE 24 444 18.50 36 480 20
PET 600 ALL(PEP,7UP,
MIR,DEW)
24 600 25.00 48 640 27
PET 600 M.DEW 24 558 23.25 42 600 25
PET 600 ALL(PEP,7UP,
MIR,DEW)
24 672 28.00 48 720 30
PET 600 ALL(PEP,7UP,
MIR)
24 672 28.00 48 720 30
PET 600 EV.SODA 24 324 13.50 36 360 15
PET 1.2L SLICE 12 606 50.50 54 660 55
PET 1.0L ALL(PEP,7UP,
MIR,DEW)
12 440 36.67 40 480 40
PET 2.25L M.DEW 09 495 55.00 36 531 59
PET 2.25L ALL(PEP,7UP,
MIR,DEW)
09 585 65.00 45 630 70
CAN 250 ALL(PEP,7UP,
MIR,DEW)
24 450 18.75 30 480 20
CAN 330 ALL(PEP,7UP,
MIR,DEW)
24 432 18.00 48 630 20
TETRA
PACK
200 SLICE 30 330 11.00 30 360 12
PET
WATER
500 AQUAFINA 24 213 8.88 27 240 10
PET
WATER
1.0L AQUAFINA 12 194 16.17 22 216 18
Page | 57
SWOT ANALYSIS
STRENGTHS:
1. S.M.V Beverage Pvt. Ltd. Is franchise Owned Operation of world’s most famous soft
drinks Pepsi Co.
2. S.M.V Beverage uses state of the art and fully automatic machines and technology for the
production and bottling of soft drinks.
3. It has very strong network and built market and currently holds all the parts of the state.
4. It has wide range of product varieties.
WEAKNESSES:
1. Low market share in peak season.
2. Promotional activities in the rural market is not upto the mark as compared to the
urban market.
3. Brand Pepsi in cola flavour is one of the popular lagging behind with its nearest
competitor, only due to high sugar content and less thrilling taste.
4. Non availability of all the products on demand.
5. The service of Pepsi is very poor as compared to its competitor.
6. Poor feedback from the retailers.
OPPORTUNITIES:
1. S.M.V Beverage make the buying process more convenient of efficient (it provides the
Pepsi products at required places i.e. direct to distributors and to retailers through
distributors).
2. The executives of the company meet the need for more information and advice to
distributors/retailers/customers.
3. It takes return the leakage, burst bottles etc.
THREATS:
1. One of the products of their competitors in cola flavour as a very good market share due to
. its test.
2. Coca-Cola is now spending more and more to boost up the sale.
3. External problems may affect company image.
4. Breaking of Pepsi monopoly outlets.
Page | 58
Page | 59
METHODOLOGY
Marketing research is the backbone of marketing. The main objective of my study was to get
information from the retailers regarding the various gap in the services of Pepsi in Sambalpur
market, and to find out the solutions to reduce the service gap of PepsiCo.
MEANING OF RESEARCH
Research in common parlance refers to a search of knowledge. One can also define research
as a scientific research for pertinent knowledge or information on a specific topic. This is a
systematic and objective identification, collection of data, analysis, dissemination and use of
information for the purpose of assisting management in decision making related identification
and solution of problem in the market.
METHOD OF DATA COLLECTION
For this report two types of data have been used:
1) Primary data
2) Secondary data
Primary data: It was collected through questionnaires further this data are processed and
tabulated using graphs. The tables were analyzed and the findings have been drawn
accordingly.
Secondary data: The secondary data refers to information’s provided to the trainees about
outlets, which worked as a guideline for survey. The secondary data collected for this market
research from company and internet.
Page | 60
1. Primary data collection:-
Primary data can be collected by three methods.
(a) Observation
(b) Experiment
(c) Survey
But there, only surveys method of data collection is preferred which is very suitable to reach
the researcher motto.
? Research instrument: The research instrument used was EDS form. In which
market information detail of each outlet should be filled in EDS form. For this I have
visited each & every outlet & check all the brands & packs of Pepsi are available or
not or which one is available in comparison with Coke &filled it in EDS forms. In
my research process I have used closed ended &open-ended questionnaire where
respondents could answer in their own manner. Through this I was able to extract
information from the respondents about Pepsi’s products & the competitors.
? Contact Method: In my research process, I have collected information through
personal interview process with the help of EDS. Form given by the company
because it is the most reliable & accurate method for collecting primary data.
Through this, the analysis of body language & facial expressions can be made.
? Area of surveys: The survey was conducted in different location of Sambalpur..
The survey included extensive coverage of the following area:-
? Budharaja, Shantinagar, Ashoka talkies road,Fatak, Church road, Jagannath colony,
SRIT-colony, Kainsir road ,Ainthapali,Ashapali school road,Sakhipada,Zilla chowk
,Near – stadium,Chandan nagar,Jail chowk ,Gopalmal,Danipali,Charvati road,
Industrialstate, Beheramunda, Centralschoolroad, Govindtolachowk, Cheruapada,
Kamlibazaa, Dhanupali chowk, Samaleswari temple, Ramji mandir, Badabazaar,
Deoghar road
? Khetrajpur, Dhama road,Durapali,Balibandha,Kunjelpada,nayapali,kachery road,
Cuttack road, bhatra ,Mohanty para, Golbazaar,Nayapara,Pattnaik
para,Pirbabachowk,Hirakhud Colony, Municipality colony, Dalaipara, Marwari para,
Hatpara, Nandpara, Burla road, Burla,Hirakud,Mudipada road,Govt bus
stand,Baraipali,Panchgachia,Farm road.
Page | 61
Sampling Plan: Sampling plan consists of:-
? Sampling unit: The retailer of Grocery shop, Convenience store, Restaurant, Hotel,
Fruit shop, Sweet shop, Eating & Drinking shop, and was selected from different
place.
? Sampling size: 350 outlet.
? Sampling procedure: The samples were taken on the basis of guidelines provided
by PepsiCo.
? Sampling method: Data were collect by retailer survey. The retailer is directly
contacted and interviewed at their retail counter.
? Contact Method: In my research process, I have collected information through
personal interview process with the help of EDS. Form given by the company
because it is the most reliable & accurate method for collecting primary data.
Through this, the analysis of body language & facial expressions can be made.
(2) Secondary data collection:
As secondary data were not available with shopkeepers as well as stockiest, so these were
collected from Internet, Magazine and newspaper.
Methods of data interpretation: In this market study I have used pie chart for data analysis
&interpretation because pie chart is the easiest & comprehensive medium for presentation of
data.
LIMITATION OF THE RESEARCH STUDY
As the project is prepared for academic purpose it suffers from the limitation of the time and
due to which an analytical study into all the strategies adopted by the organization was not
possible.
Page | 62
Page | 63
ANALYSIS OF DATA
INTERPRETATION OF OUTLETS
SL.NO
LOCATION
NO.OF
OUTLE
T
NO. OF VISICOOLER CRATES
SALES
PER DAY
FILLED
CRATE
S
EMPTY
CRATES
PEPSI COK
E
OWN PEPS
I
COKE PI C
K
PI CK
01 BUDHARAJA 15 9 6 2 21 15 12 14 31 39
02 SHANTINAGAR 04 00 01 03 03 04 02 03 03 05
03 JAGANNATH
COLONY
01 01 00 00 02 00 01 00 03 00
04 SRIT COLONY 01 01 00 00 01 02 02 03 04 06
05 KAINSIR ROAD 02 02 01 00 11 11 01 05 07 10
06 AINTHAPALI 10 03 06 02 05 22 04 19 17 42
07 FATAK 12 07 06 02 15 32 12 20 33 39
08 CHURCH ROAD 04 04 01 00 06 07 05 08 22 15
09 ASHAPALI
SCHOOL ROAD
02 02 02 00 05 05 04 07 09 12
10 ASHOKA TALKIS
ROAD
07 04 02 02 13 09 06 10 20 18
11 SAKHIPADA 01 00 00 01 01 02 01 02 03 02
12 ZILLA CHOWK 02 01 02 00 02 03 01 03 02 08
13 NEAR STADIUM 01 01 00 00 02 00 02 00 03 00
14 CHANDAN
NAGAR
05 03 00 02 10 06 09 06 19 13
15 JAIL CHOWK 05 01 03 01 07 14 06 09 12 22
16 GOPALMAL 06 00 00 06 10 05 09 07 21 12
17 DANIPALI 01 00 00 01 01 02 02 04 02 03
18 CHARVATI
ROAD
04 01 01 03 09 11 06 10 14 18
19 INDUSTRIAL
STATE
03 00 00 03 05 05 06 06 13 10
20 BEHERAMUNDA 04 00 01 03 07 05 05 05 12 06
21 CENTRAL
SCHOOL ROAD
02 00 00 02 03 05 03 06 09 11
22 GOVINDTOLA
CHOWK
04 02 02 01 07 13 05 08 10 27
23 CHERUAPADA 04 01 01 03 06 07 04 06 09 17
Page | 64
24 KAMLIBAZAAR 06 00 01 05 06 13 05 10 17 29
25 DHANUPALI
CHOWK
11 03 05 03 14 22 11 15 21 29
26 SAMALESWARI
TEMPLE
05 03 00 02 10 09 08 09 22 21
27 RAMJI MANDIR 02 00 00 02 03 02 03 03 07 03
28 BADABAZAAR 07 04 03 02 12 13 12 16 25 20
29 DEOGHAR ROAD 11 03 05 04 17 18 15 20 27 30
30 KHETRAJPUR 17 09 05 07 33 33 28 40 77 39
31 DHAMA ROAD 02 00 01 01 01 02 01 04 03 06
32 DURGAPALI 03 00 03 00 00 08 00 05 00 13
33 BALIBANDHA 02 01 00 01 03 02 03 03 10 03
34 KUNJELPADA 07 00 06 01 01 19 01 18 04 40
35 NAYAPALLI 06 00 05 01 06 16 05 13 08 33
36 KACHERY ROAD 15 08 09 05 22 30 19 33 54 59
37 CUTTACK ROAD 02 01 01 00 08 04 06 04 14 04
38 BHATRA 01 01 00 00 05 00 01 00 04 00
39 MOHANTY
PARA
05 02 01 03 08 10 08 10 20 12
40 GOLBAZAAR 08 05 04 00 10 10 12 13 22 24
41 NAYAPARA 03 02 01 00 03 03 04 03 07 04
42 PATTNAIKPARA 04 00 01 03 04 10 05 11 11 13
43 PIR BABA
CHOWK
03 02 01 00 03 04 02 06 07 07
44 HIRAKUD
COLONY
02 00 00 02 03 03 03 05 08 05
45 MUNICIPALITY
COLONY
02 02 01 00 03 04 04 04 04 08
46 DALAIPARA 04 01 03 01 04 10 05 09 12 16
47 MARWARIPARA 02 00 01 01 02 05 02 06 03 07
48 HATPARA 02 00 00 02 03 05 03 06 10 10
49 NANDPARA 02 01 01 01 02 04 03 06 06 06
50 BURLA ROAD 06 01 01 05 01 11 01 14 04 26
51 BURLA 36 01 20 16 02 84 02 86 04 180
52 HIRAKUD 15 00 10 05 00 31 00 30 00 82
53 MUDIPADA
ROAD
08 04 02 02 07 06 07 07 20 20
54 GOVT BUS
STAND
10 00 07 03 00 23 00 23 00 54
55 BARAIPALI 15 02 07 07 16 22 13 22 38 62
56 PANCHGACHIA 03 01 00 02 02 03 02 04 09 19
57 FARM ROAD 24 10 16 04 19 55 19 58 63 111
Page | 65
34%
7%
1%
42%
2%
1%
13%
SEGMENTATION OF OUTLETS
GROCERY STORES
HOTEL
RESTURANT
CONVENIENCE STORE
SWEET STORE
FRUITS STORE
EATING & DRINKING
Table. No- 01
SEGMENTATION OF OUTLETS
SL.NO OUTLETS NO OF OUTLETS
01 GROCERY STORES 120
02 HOTEL 23
03 RESTURANT 4
04 CONVENIENCE STORE 147
05 SWEET STORE 7
06 FRUITS STORE 5
07 EATING & DRINKING 44
TOTAL NUMBERS OF OUTLETS SURVEYED: - 350
Chart. No- 01
INTERPRETATION:-
The maximum number of outlets in the region surveyed is 42% of convenience shops which
includes betel shop, fancy store, Xerox store, departmental store, etc. 34% is of grocery
stores. The most striking features is that there is a great lag between the numbers of different
kinds of outlets. So the distributors should distribute the products segment wise accordingly.
Page | 66
21%
42%
37%
TYPE OF OUTLET
PEPSI OUTLET
COCA COLA OUTLET
MIXED OUTLET
Table. No- 02
TYPE OF OUTLETS
SL.NO OUTLET NO OF OUTLET
01 PEPSI OUTLET 74
02 COCA COLA OUTLET 149
03 MIXED OUTLET 128
Chart. No- 02
INTERPRETATION:-
The exclusive stores of Coca-Cola is 42% comparatively much higher in comparison to the
exclusive stores of Pepsi. The shops which sell products of coke soft drink Company hold a
large number .The market composition of the area under survey can be easily understood by
the above graph.
Page | 67
28%
40%
32%
VISICOOLER
PEPSI VISICOOLER
COCA COLA VISICOOLER
OWN VISICOOLER
Table. No- 03
NO OF VISICOOLER IN TOWN
SL.NO VISICOOLERS NO OF VISI
01 PEPSI VISICOOLER 110
02 COCA COLA VISICOOLER 156
03 OWN VISICOOLER 128
Chart. No- 03
INTERPRETATION:-
From the above graph presentation, the reach of the Coca-Cola visicooler is more in the
market as compare to that of Pepsi. As it shows that Pepsi is having least % of visicooler as
28% in the market shows that Pepsi is lacking behind in providing chilling equipment to their
customers. Since 32% of cooler market is still waiting for Pepsi or coco-cola to grab to as
soon as possible.
Page | 68
36%
64%
SALES
PEPSI
COCA COLA
Table. No- 04
SALES
SL.NO COMPANY PRODUCT PER DAY SALES OF CRATERS
01 PEPSI 385
02 COCA COLA 679
Chart. No- 04
INTERPRETATION:-
From the above information it can be understood that Pepsi has less monthly average sales.
The market share (in terms of sales) of Pepsi is 36% as compared to the competitor coco-cola
having 64% of market shares in Sambalpur market.
Page | 69
32%
68%
FILLED CRATE
PEPSI
COCA COLA
Table. No- 05
FILLED CRATES
SL.NO COMPANY PRODUCT FILLED CRATES
01 PEPSI 321
02 COCA COLA 677
Chart. No- 05
INTERPRETATION:-
The above graph represents that Coca-Cola is having 68% of filled crates in market as
compared to that of Pepsi having 32%.this shows that Coca-Cola makes available their
products to their customers as that of Pepsi.
Page | 70
39%
61%
EMPTY CRATE
PEPSI
COCA COLA
Table. No- 06
EMPTY CRATES
Chart. No- 06
INTERPRETATION:-
From the above graph it shows that 61% of Coca-Cola are empty crates as this shows that
Coca-Cola sales is more than that Pepsi in the Sambalpur market.
SL.NO COMPANY NO OF CRATE
01 PEPSI 841
02 COCA COLA 1338
Page | 71
7%
93%
PEPSI PSR VISIT
YES
NO
8%
92%
COKE PSR VISIT
YES
NO
Table. No- 07
VISIT OF PSR
Chart. No- 07 Chart. No- 07
INTERPRETATION:-
The above graph represents that 93% of Pepsi PSR do not go for a regular visit. There is not
much difference in both of them as in both the company’s PSR do not have a regular visits. In
this case maximum outlets do not get daily services but coco-cola covers more number of
outlets in Sambalpur market.
SL.NO COMPANY
PEPSI COCA COLA
YES NO YES NO
01 14 190 23 257
Page | 72
62%
10%
15%
11%
2%
SALES EFFECTING MEDIA
TELEVISION
AGAZINES/NEWSPAPERS
DISPLAY BOARD
WALL PAINTINGES/HOLDING
OTHER
Table. No- 08
SALES EFFECTING MEDIA
Chart. No- 08
INTERPRETATION:-
A Number of retailers agreed that television is an effective tool for advertisement of the
products followed by display boards and wall painting etc.as is clearly depicted in the above
graph.
MEDIA PERCENTAGES
TELEVISION 125
AGAZINES/NEWSPAPERS 20
DISPLAY BOARD 30
WALL PAINTINGES/HOLDING 22
OTHER 05
Page | 73
75%
8%
7%
6%
4%
PROMOTIONAL ACTIVITIES
FREE BOTTEL SCHEME
SCRATCH COUPONS
LUCKY DRAW AND COUPONS
DISCOUNT ON PRICE OF
CRATES
OTHER
Table. No- 09
PROMOTIONAL ACTIVITY
Chart. No- 09
INTERPRETATION:-
A number of promotional activities were being run during the period of the survey by the
company maximum retailers during had opted for free bottle scheme and even were in favor
of it.
PROMOTIONAL ACTIVITIES NO. OF VIEWS
FREE BOTTEL SCHEME 151
SCRATCH COUPONS 17
LUCKY DRAW AND COUPONS 15
DISCOUNT ON PRICE OF CRATES 12
OTHER 7
Page | 74
51%
23%
14%
8%
4%
PROBLEMS
SUPPLY PROBLEM
SHORTAGE OF PET JAR &
200ML BOTTLES
VISICOOLER PROBLEM
NEED OF VISICOOLER
OTHER PROBLEMS
Table. No- 10
PROBLEMS
Chart. No- 10
INTERPRETATION:-
This graphic represent many problems of Pepsi in which there is 51% of supply problem,
23% is shortage of 200ml bottles, 14% is visicooler etc. Due to all this problems Pepsi is
lacking behind.
SL.NO PROBLEMS NO
01 SUPPLY PROBLEM 179
02 SHORTAGE OF PET JAR & 200ML BOTTLES 82
03 VISICOOLER PROBLEM 51
04 NEED OF VISICOOLER 29
05 OTHER PROBLEMS 13
Page | 75
0
5
10
15
20
25
30
ATTRIBUTES OF PEPSICO
WBA BA A AA WAA
Table.No:11
ATTRIBUTES OF PEPSICO
ATTRIBUTES WBA BA A AA WAA
Customer service 16 06 05 00 00
Professionalism 03 06 17 04 00
Quality of product/services 08 06 11 05 00
Understanding customer need 09 18 02 00 00
Sales staff 07 09 18 02 00
Responsiveness 05 03 15 00 00
Price 00 03 24 00 00
Chart.No:11
INTERPRETATION:
From the above graph we came to know about the different attributes of PepsiCo. Here it
shows that Pepsi is lacking behind in services and fulfilling the needs of the customers,
whereas customers are important for the organization to survive in the competitive world.
Page | 76
FINDINGS
? The demand of slice, mirinda and 7up, mountain dew is more as compared to supply
in the market.
? Getting customer is not a difficult task but to retain these customers is a difficult task.
? The behaviour of sales people highly matter for increase the sales.
? Most of the outlets have been demanding the visicooler of Pepsi but they have not got
it yet.
? There is communication gap in distribution channel so retailers are not getting
advantages of discounting and trade scheme.
? Most of the retailers complained that the products were not provided adequately
during the peak or season period.
? Due to shortage of supply of Pepsi products retailers are now keeping other
companies products like Coca-Cola, frooti, amul cool in their visicooler.
? Sales promotion offers like price off or free bottle scheme induce customers to buy
more and more products.
? Some of the counters are interested to keep the products of Pepsi due to the shortage
of coke products but there is no effort made by the Pepsi Company.
? The study also suggested that most of the outlets owners demanded for large cooler of
the Pepsi to keep huge amount of products.
? At the time of shortage of Pepsi products retailers want to inform them by calling, but
the PSR did not response their call and ignore them.
? The PSR having good relations with those stores only provide enough supply to them
but those stores that are little inside the town they are not bother to know and supply
them.
? There is a market in Fatak but supply is not there and after regular complain also the
PSR did not bother to solve the problem.
? While doing survey I found 7up and slice bottle with unhygienic product inside it and
more over. I also found one empty bottle of Pepsi without filling in the market due to
this reason the image of PepsiCo is hampered.
? Some of the PSR are taking additional amount of money from the retailers for the
advance supply of Pepsi products.
? The PSR selling crates to the retailers and keeping the amount of money with him.
Page | 77
? The retailers are mostly focusing on glass bottle (RGB) after that they focus in plastic
bottle (PET, CAN, MINERAL WATER, SODA ETC).
? The supply of all the flavours is the major issue to all the outlets. The outlets which
are in interior areas as well as town are not supplied stock of all the flavours.
? Retailers do not get the company’s actual scheme.
? There was a stock out problem in depo during the peak season.
? The company is not providing 200 ml bottles to the distributors due to which they are
not able to full field retailer’s demand for 200 ml bottles.
SUGESSTION
? Proper knowledge should be given to the salesman about the promotional scheme so
that they can better understand the importance of promotional activities.
? Pepsi should come out with such an advertisement, which can block the customers
mind and can change the customer’s perception about the product.
? Pepsi is sweet and low fizz soft drinks that everybody knows and so lots of people do
not like, so to catch the customers, Pepsi should come out with more fizz like Thumps
up.
? Executives should take the feedback from the retailers about the service of the
salesman and distributors.
? As the most of the retailers have complaints that the salesman does not tell them about
schemes. For this before launching any scheme company should advertise it by
distributing pamphlets to the dealers mentioning the period of the scheme and time-to-
time proper check is required.
? The numbers of visicoolers and signage should be increased.
? A healthy relationship should be developed by the company’s executives with the
dealers.
? Company should make fridge available at maximum outlets, so the chilled soft drinks
could be provided to the customers because in the soft drinks market brand loyalty
fails. If chilled soft drink is not made available to the customers in spite the customer
goes in for any other brand, which is chilled.
? Pepsi should provide any new promotional prizes to the retailers so that they can be
motivated.
Page | 78
? Pepsi should improve the advertisement strategies and promotional strategies to create
a mind awareness in customer mind for its products.
? Retailers have demanded for mobile alert system again as through this they can easily
know about their price changes and latest schemes whatever Pepsi is introducing.
? Pepsi should increase the dealer for the betterment of supply of its product in the
market.
? There should be one toll-free number for the solution of retailer’s problem.
? Retailer’s feedback should be taken about the customer behaviour about various
brands.
? Efforts should be made to bring more and more monopoly Pepsi counters.
? The company should have to take a sincere effort for the supply of products in peak or
season period.
? Monthly inspection should be done to find out the problems of customers.
? Scheme should be provided to the customers not to the whole sellers.
? Accessories should be provided on the basic of sale.
? Check the selling of whole sellers at lower price than agency.
? Agency should be more honest in providing benefits to retailers.
? Salary of sales force should be increased so they may not do fraud with retailers to
earn more.
Page | 79
CONCLUSION
The whole analysis shows that there are only two companies dominating in the soft drink’s
market Pepsi cola and Coca-Cola. There is neck-to-neck competition in between these
companies.
My project gives me true knowledge of gap model in service of PepsiCo and also helped to
understand the various gaps in the service delivery of PepsiCo.
The major thing, which I found in my whole project is as follows:-
? It was found that 42% outlets are coke exclusive, 21%outlets are Pepsi exclusive and
the rest 37% are mix counters.
? It was found that 40% of the outlets were having visicooler of coke, 28% of the
outlets were having Pepsi visicooler and the rest 32% were having own visicoolers.
? Sales of coke is 64% and Pepsi is 36%.
? The market share of Coca-Cola is more than PepsiCo.
? Retailers are highly dissatisfied with salesmen behaviour.
? There are very less effort for promoting sales.
? Scheme is not distributed honestly among retailers.
? There are no direct communications between retailers and company.
Page | 80
Page | 81
QUESTIONNARIE
Name of the outlet: ……………………………………………………………
Address : …………………………………………………………….................
1Q. which type of outlet?
(a) Convenience (b) Grocery (c) Eatery (d) Fruit shop
(e) Sweet shop (f) Restaurant (g) Hotel
2Q. which brand of soft drinks you deal in?
(a) Pepsi (b) Coca- cola (c) Both
3Q. How many crates of Pepsi & Coca-Cola you sell/day?
(a) 0-1 (b) 1-2 (c) 2-3 (d) Above 3
4Q. Do you know all flavour pack (size) & respective wholesale price of Pepsi soft
drinks?
(a) Yes (b) No
5Q. which company soft drink is more demandable?
(a) Pepsi (b) Coca-Cola (c) Other
6Q. what is the position delivery of Pepsi products?
(a) Very good (b) Good (c) Bad (d) Worse
7Q. which brand of product gives you better facility?
(a) Pepsi (b) Coca- Cola (c) Both
Page | 82
8Q. are all flavour of Pepsi available during summer?
(a) Yes (b) No
9Q. how much are you satisfied with the Pepsi products?
(a) Fully satisfied (b) Partly satisfied (c) Not at all
10Q. which company visicooler you have in your outlet?
(a) Pepsi (b) Coca-Cola (c) Both (d) Own
11Q. what is the position of maintenance work of refrigerator done by Pepsi Company?
(a) Highly satisfied (b) Satisfactory (c) Less satisfactory (d) Not satisfactory
12Q. which factor effects the sales volume?
(a) Advertisement (b) Scheme (c) Presence (d) Taste (e) Price
. (f) Other
13Q. what type of promotional activities effect sales mostly?
(a) Free bottle scheme (b) Prize (c) Discount rate (d) Other
14Q. Do you think that aggressive advertisement further increase the sales volume of
Pepsi?
(a) Yes (b) No
15Q. How would you rate your level of satisfaction with us?
(a) Highly satisfied (b) Somewhat satisfied (c) neutral
(d) Somewhat dissatisfied (e) Highly dissatisfied
Page | 83
16Q. How much do you rate us on the following attributes?
ATTRIBUTES WBA BA A AA WAA
Customer service
Professionalism
Quality of product/services
Understanding customer need
Sales staff
Responsiveness
Price
WBA- Well Below Average, BA- Below Average, A- Average, AA- Above Average
WAA- Well Above Average
17Q. How likely it is that you recommend our product or services to your customers?
(a) Somewhat likely (b) Very likely (c) Neutral
(d) Somewhat unlikely (e) Very unlikely
18Q. How likely are you continue doing business with us?
(a) Very likely (b) Somewhat likely (c) Neutral
(d) Somewhat unlikely (e) Very unlikely
19Q. Do you have any suggestion for improving our products/services?
…………………………………………………………………………………………
…………………………………………………………………………………………………
…………………………………………………………………………………………………
………………
Page | 84
BIBLIOGRAPHY
REFERENCE BOOKS:-
? Kotler Philip, Marketing Management, 13
th
edition, prentice hall of India Pvt.
Ltd.
? Ramaswamy & Namakumari, Marketing Management, 3
rd
Edition, Macmillan
India Ltd.
? Marketing management Magazine.
? C. R. Kothari.
? Marketing Management by Pieter Dacken.
? Visual adds of Pepsi.
WEBSITES:
? WWW.PEPSICO.COM
? .WWW.COCACOLA.COM
? .WWW.PEPSIINDIA.COM
? .WWW.WIKIPEDIA.ORG
? .WWW.GOOGLE.COM
doc_227269681.pdf