|
  


 2 2

á Entered India in 1989
á One of the largest multinational investors
á Provides direct and indirect employment 1,50,000
people (including suppliers and distributors)
m  

Pepsi, 7UP, Mirinda, Mt. Dew and Diet
Pepsi
  
   Aquafina
m  




2
 
Gatorade

 m
 
Tropicana 100%, Tropicana Nectars,

Tropicana Twisters and Slice
 m 
Lehar Evervess Soda and Dukes
Lemonade
2 2
  



 


  

 



 
 

 ~
 

 




á Pepsi Co licenses bottlers in various markets
that buy its syrup concentrate.
á These bottlers then carbonate and bottle the
syrup to sell them to distributors or retailer
  
  


á  
ëAssortment of Goods: Pepsi has a wide
assortment of goods. In beverages some very
famous are Pepsi Mirinda, 7up, Slice etc Aquafina,
Lehar Soda also.
ëUbiquitous: Restaurant, Pan shops, Kirana Stores,
Confectionaries, Pepsi on wheels, all these are
some examples of the fact that the product Pepsi
is ubiquitous.
á 



ëY
 


  psi Co follows an
intensive distribution strategy. To support their
ubiquitous feature they want to place their
product in as many outlets as possible.
ëIncreases market coverage
ëCompeting against Coca Cola and other local
companies.
á 






ëPrice Policy:
Distributors: 3 to 5 % is the profit margin
Retailers: 10 % to 16 % is the profit margin
ëTerritorial Rights: Distributors are given territorial
rights and are not allowed to work beyond their
territories.
ëConditions of Sale: Payment done through bank or
cash. Option of credit sales remains at the lower
part of the chain. Guarantee of damaged goods
provided.
 ~  


 ~

    
~  


 ~ ~  


 ~

2
 


2
 m



 a
  

 

á PepsiCo
O Assigns a territory to the distributor.
O Assigns sales target acc to region and seasons.
O Evaluates performance against predefined
parameters.
O Sales incentives
O Promotional offers.
á Distributors
á Wholesalers
á Retailers
   



a

DISTRIBUTORS
Jain distributors - Munirka, New Delhi Manages buffer for 10 days and
uses TALLY and EXCEL software
SS drinks Private Limited -do-
WHOLESALERS
EKTA Wholesalers Private Limited Manages buffer for 2-3 days and
uses EXCEL software
RETAIL
Amit Corner, Katwaria Sarai


 

 
  
 

! 




 P  aa
  2

á Spatial convenience
O High availability
O Strong presence

á Shorter delivery span (time)

 a
 

P  
á PepsiCo has lot of control over the channel
O In case of Pepsi to Authorised distributor to retail
shops (defined territory of distributor)
O Pepsi assigns a particular territory to the
distributor under an agreement.
O No intervention into other͛s territory without
company͛s knowledge.
O Retailers accountable to the authorized
distributors


 
 
 
á KEY PARAMETERS
ëTotal lines sold per day
ëAverage of SKU per order
ëPenetration %
ëNo. of SKU sales
ëOutlet booking order
ëCompleted sales
 aa

á Hybrid Channel in place - Wholesalers do not
have a control over retailers
á Rigidity from franchisees.

PP


á Install Vending machines for direct
distribution.
á Financial support to the franchisees.
T Y

By:
khil Gupta (91064)
mbreen Fatma (91066)
Subhrajit Dutt (91112)