FRITO LAY INDIA .

A PROJECT REPORT ON ASSESSMENT AND DEVELOPMENT OF NEW CHANNELS OF DISTRIBUTION FOR FRITO LAY INDIA. SUBMITTED TO SCHOOL OF COMMERCE & MANAGEMENT SCIENCES, SWAMI RAMANAND TEERTH MARATHWADA UNIVERSITY NANDED IN PARTIAL FULFILLMENT OF 2 YEARS FULL TIME COURSE MASTER OF BUSINESS ADMINISTRATION (M.B.A.) SUBMITTED BY SWAPNIL VIJAYKUMAR BHALKIKAR (BATCH - 2011-12)

UNDER THE GUIDENCE OF PROF.MR.B.R SURYWANSHI

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ACKNOWLEDGEMENT
This project bears imprint of all those who have directly or indirectly helped and extended their kind support in completing this project. At the time of making this report I express my sincere gratitude to all of them. I must first express my gratitude to Mr. Suhas Vaidya, Area Sales Manager and the staff members for having accorded me the permission to undertake a project in Frito - Lay India. I also must show my deepest gratitude to HOD OF MBA MR.D.M. Khandare and Prof.Mr B.R Surywanshi for their valuable suggestions, guidance and advice in bringing out this project. Yours Sincerely
- SWAPNIL.V BHALKIKAR.

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CONTENTS 1. INTRODUCTION 1.1. Executive summary 2. PROFILE OF THE ORGANISATION 2.1. Company Profile 2.2. History of Organization 2.3. Products / Services of Organization 2.4. Organization chart 2.5. Distribution setup 3. INDUSTRY PROFILE 4. SCOPE OF STUDY 5. OBJECT OF THE STUDY 6. OBJECTIVES OF THE STUDY 7. RESEARCH METHODOLOGY 8. DATA COLLECTION AND ANALYSIS 8.1. Collection of data from Hotel owners, Presentation of the data, and Interpretation and analysis of the data 8.2. Collection of data from Petrol Pump owners, Presentation of the data, and Interpretation and analysis of the data 8.3. Collection of data from Institutional Canteen owners, 3 33-38 29-32 24-28 04 05-10 11-13 14 15 16 17 18 19 20-23 01-03

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Presentation of the data, and Interpretation and analysis of the data 8.4. Collection of data from Medical Stores owners, Presentation of the data, and Interpretation and analysis of the data 8.5. Collection of data from all channels, the data, and Interpretation and analysis of the data 9. LIMITATIONS 10. FINDINGS 11. CONCLUSION 12. SUGGESTIONS 13. REFERENCE 14. ANNEXURE 14.1. Sales Report on Newly Developed Channels 14.2. Questionnaire for Institutional Canteens 14.3. Questionnaire for Hotels 14.4. Questionnaire for Medical Stores 14.5. Questionnaire for Petrol Pumps 57-60 61-62 63-64 65-66 67-68 50 51-52 53-54 55 56 44-49 presentation of 39-43

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FRITO LAY INDIA .

EXECUTIVE SUMMARY

SECTOR INDUSTRY COMPANY PROJECT TITLE

: FMCG (Consumer goods) : Packaged and Snack Foods Industry : Frito-Lay India Ltd. : Assessment and Development of New Channels of Distribution

DURATION PROJECT

: 2 months (1st JANEVARI to 1st MARCH) :

Problem: Theres a complex web of distribution channels for the FMCG products in general and packaged and snack foods in particular, but not all the channels yield the fruitful results. Some infect, yields results even lesser than what resources they consume. Then there is a simple fundamental of Whatever is visible, sells in FMCG impulse category. The above two conditions put the companies into a typical CATCH 22 situation. Solution: Development and Assessment of New Channels for distribution. New channels lead to the increased penetration of the Frito-Lays products. At the same time, the new channels were assessed for the sales and level of penetration in terms of the new sales addition.

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IMPORTANCE OF STUDY

In a world full of competition, it is not at all sufficient to rely just on ones own Companys standing and distribution channel in the market. It is equally important to know and predict the channels performance and hidden potential of new channels that sell innovatively, in a way never thought of. Channel analysis, apart from covering the most essential concepts of distribution, gives the wide exposure to the field. Also, a company however strongly channelized and preferred does not works in isolation. Thus, I found it more than required to do a project on development of new distribution channel as a whole rather than just one companys traditional channel performance. METHODOLOGY : Hotels Institutional Canteens Petrol Pumps Method : Stratified Random Cluster Sampling method was adopted. The revealed research was adopted, where the information about the objective of survey and brand identity was revealed. The sample size was taken around 12% of the universe in case of Medical stores because of very big size of universe of around 900. The sample size for Institutional canteens and Hotels was in the region of 15% to 17% of the universe, which was of size around 350 and 600 respectively. The sample size for petrol pumps was 85% because of very limited size of universe at 40. Area of Survey: SHIRUR

Sample Plan : New channels Medical stores

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Sample Size

: Medical stores - 111 Hotels - 105 Institutional canteens - 55 Petrol pumps - 34

HYPOTHESES

Some of the important hypotheses considered while adopting a particular marketing strategy are discussed here. The study has been conducted by keeping these entire hypotheses in mind. Later a detailed analysis is conducted on the basis of the primary and the secondary data collected and conclusions are drawn out of it. The entire hypotheses are considered again and their usefulness is studied. After this, acceptance or rejection of these hypotheses is recommended to the authorized dealers and same is conveyed to the respective officials of Frito-Lays. The hypotheses are mentioned below: 1) Effective distribution network increases the dealer and consumer satisfaction and brings more goodwill to the company 2) Knowledge of customer behavior, reaction pattern and hence its manipulation is extremely helpful in increasing the total market. 3) Effective promotional activities increase the sales, 4) Knowledge of competitors strengths, weaknesses and competitive advantage helps in designing the strategies to deal with it.

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PROFILE OF THE ORGANISATION

2.1 COMPANY PROFILE Mission Statement: To become the worlds favorite convenience Fun Foods Company. PepsiCos Values: Our commitment is to deliver sustained growth, through empowered people, acting with responsibility and building trust. Heres what this means: Sustained Growth is fundamental to motivating and measuring our success. Our quest for sustained growth stimulates innovation, places a value on results, and helps us understand whether actions today will contribute to our future. It is about growth of people and company performance. It prioritizes making a difference and getting things done. Empowered People means we have the freedom to act and think in ways that we feel will get the job done, while being consistent with the processes that ensure proper governance and being mindful of the rest of the companys needs. Responsibility and Trust form the foundation for healthy growth. Its about earning the confidence that people place in us as individuals and as a company. Our responsibility means we take personal and corporate ownership for all we do, to be good stewards of the resources entrusted to us. We build trust between ourselves and others by walking the talk and being committed to succeeding together.

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2.2 COMPANY HISTORY 1930s

1932 - The Frito Company is founded by C.E. Dolin in San Antonio, Texas. While eating lunch in a San Antonio cafe, Mr. Dolin bought a plain package of corn chips for 5. As Mr. Dolins ice cream business was caught in the middle of a price war, he was looking for another business venture. For $100, Mr. Dolin bought the recipe for the corn chips and a converted potato ricer from a businessman. 1932 - Herman W. Lay began a small business in Nashville, TN, distributing potato chips made by a company in Atlanta, GA. 1938 - Herman Lay buys a potato chip maker in Atlanta and changes the name to H.W. Lay & Company. 1939 - "Fluffs," later called BAKEN-ETS Fried Pork Skins, is among the products incorporated into the Frito Company snack line-up when its founder, C.E. Dolin, purchases a small pork skin business and a plant.

1940s 1944 - The H.W. Lay Company changes its product name to LAY'S Potato Chips and becomes one of the first snack food companies to advertise on television. The commercial features the debut of the company's first spokesman in the form of a cartoon character, Oscar, the Happy Potato. 1945 - The Frito Company grants H.W. Lay & Company an exclusive franchise to manufacture and distribute FRITOS Corn Chips in the Southeast.

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1946 - The Frito Company is one of the first to use its trucks for advertising as well as for transportation. The original truck, painted multiple colors, attracts much nation-wide publicity and appears in several magazines and newspapers! 1948 - CHEETOS Snacks, one of the original snack foods produced by the Frito Company, is introduced nationally and sky-rockets in popularity within the first month.

1950s 1953 - FRITOS Corn Chips introduces "The FRITO KID" in its television and poster advertising. The cartoon character, a long-running company spokesman, first appeared in the early 1940s in one the first FRITOS recipe booklets; "The FRITO KID" retires in 1967. 1956 - The FRITO KID appears on the Today Show with Dave Garraway. The Frito Company is the first Texas Company to advertise on NBC television network.

The Frito Company begins to buy back franchises and to acquire regional snack food companies with hopes of consolidating its national distribution and creating the first national snack food company.

1958 - The Frito Company acquires the trademark rights for RUFFLES Potato Chips.

1960s 1961 - The Frito Company and the H.W. Lay & Company merge to form Frito-Lay, Inc, with headquarters in Texas and sales over $127 million.

H.W. Lay & Company acquires facilities for the national distribution of ROLD GOLD Pretzels, with the purchase of Rod Gold Foods from American Cone and Pretzel.

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1962 - Frito-Lay introduces a logo designed to communicate the merger between The Frito Company and the H.W. Lay & Company. 1963 - LAY'S Potato Chips coins new slogan: "BETCHA CAN'T EAT JUST ONE. 1965 - Frito-Lay, Inc. and the Pepsi-Cola Company merge to form PepsiCo, Inc., with headquarters in Purchase, NY.

LAY'S Potato Chips becomes the first brand of potato chips to be sold nationally.

1969 - FUNYUNS Onion Flavored Rings is introduced.

1980s 1980 - Frito-Lay replaces its current logo to capitalize on its new identity in the marketplace and the company's reputation for quality. The new logo appears on more than 9,000 Frito-Lay trucks.

Frito-Lay introduces CHEETOS Snacks - Puffed Balls.

1981 - TOSTITOS Tortilla Chips is nationally introduced.

Frito-Lay is one of the first snack companies to place non-mandatory nutritional labeling on its packaging.

1982 - Frito-Lay launches GRANDMA'S Cookies in 16 varieties -- from sandwich creams to fruit-filled oatmeal -- in a test market in Kansas City. This was the first significant new cookie line to move into supermarkets in a generation. 1985 - SANTITAS White and Yellow Corn Round Tortilla Chips are introduced.

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1986 - CHESTER CHEETAH becomes the "spoke scat" for CHEETOS and gains recognition through the national television and print advertising campaign with the tag line: "IT'S NOT EASY BEING CHEESY."

1990s 1993 - The national launch of WAVY-LAY'S Potato Chips, a new wavy-cut potato chip, occurs in Super Bowl XXVIII with a cameo by former U.S. Vice President Dan Quayle.

BAKED TOSTITOS brand White Corn and Unsalted Tortilla Chips, which offer health conscious consumers up to 85% less fat than traditional tortilla chips plus good taste, is launched.

1994 - LAY'S KC MASTERPIECE Barbecue Flavor Potato Chips is introduced nationally, marking the first time America's favorite potato chip has entered into a cobranding agreement.

New DORITOS COOLER RANCH brand Tortilla Chips, a 100% white corn chip with more ranch seasoning, and DORITOS ZESTY SALSA Tortilla Chips are introduced.

1996 - TOSTITOS brand begins title sponsorship of the Fiesta Bowl Football Classic, now referred to as the "TOSTITOS Fiesta Bowl".

BAKED LAY'S Potato Crisps is launched nationally with television and print advertising starring The Muppets' Miss Piggy and supermodels. It becomes the most successful Frito-Lay new product launch to date.

Chester Cheetah - the world's coolest cat and the official "spoke scat" for CHEETOS Snacks since 1986 - stars in a new television commercial in which the cartoon character appears with live actors.

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1998 - Frito-Lay's line of WOW! products made with Olean, including low fat or fatfree versions of DORITOS, RUFFLES, LAY'S and TOSTITOS snack chips, is launched nationally.

2000s 2000 - CHEETOS X'S and O'S Snacks becomes the first time a snack chip product contains two shapes in one bag! 2001 - CHEETOS MYSTERY COLORZ X's and O's Snacks offers all the cheesy taste of CHEETOS while magically changing from orange to green or blue when eaten!

LAY'S Kettle Cooked Extra Crunchy Potato Chips is launched. Offered in a variety of flavors, which include Original, Mesquite BBQ, Sea Salt & Malt Vinegar and Jalapeno, LAY'S Kettle Cooked chips are made the old fashioned way - sliced thick and kettle cooked to lock in flavor and crunch!.

2003 - Frito-Lay's first-ever line of Natural snacks, including TOSTITOS Blue Corn Natural Tortilla Chips, CHEETOS Natural White Cheddar Puffs, and LAY'S BBQ Flavored Thick Cut Natural Potato Chips, is introduced. All of the products in the Natural line are made with organic ingredients that have been certified by the U.S. Department of Agriculture's accredited certifying agency, Oregon Tilt.

RUFFLES, in celebration of the "re-birth" of RUFFLES and advertising icon "Baby Horton," offers $50,000 in college tuition to the parents winning its "Would You Name Your Baby Horton?" contest. The winners are the first expectant, registered parents who had their newborn by May 20, 2003 and gave the baby the first name of Horton.

Frito-Lay launches print advertising campaign in both English and Spanish to announce America's favorite snack chips, including LAY'S, DORITOS, TOSTITOS, FRITOS, RUFFLES, and CHEETOS have zero grams of fat!

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2004 - Products classified as Sensible Snacks, containing 150 calories or less; have less than 35% of calories from fat, zero grams of trans fats, and 240 milligrams or less of sodium per 1 oz serving, reach over $1 billion in sales in 2003.

FRITO-LAY MUNCHIES Kids Mix, the first salty snack with FDA approval for fortification, is launched!

Frito-Lay answers consumers' demand for carb-controlled snacks by introducing DORITOS EDGE TOSTITOS EDGE Tortilla Chips.

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2.3 PRODUCT PROFILE Frito-Lay, headquartered in Plano, TX, is the convenient fun foods division of PepsiCo, Inc. that makes some of America's favorite snack brands. As of 2003, all of Frito-Lay's snack chips contain zero grams of trans fat, including Lay's potato chips, Ruffles potato chips, Doritos tortilla chips, Tostitos tortilla chips and Cheetos cheeseflavored snacks. Frito-Lay makes and sells a wide variety of low-fat, reduced fat and nofat snacks including Lays Potato Chips, Kurume, Cheetos and Lehar snacks are also produced and sold by Frito-Lay. The association with Frito-Lay marks the sixth branded food partnership or privately labeled snack food that AMC has introduced in the past year.

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Product Lays

Flavors

Weight

Price

(Grams) (Rs.) Classic Salted 100 20 35 10 15 5 Magic Masala (Indian) 100 20 35 10 15 5 Tango Tomato (Spanish) 100 20 35 10 15 5 Cream n Onion (American) 100 20 35 10 15 5 Australian 100 20 35 10 15 5 Masala Cooler 100 20 35 10 15 5 Cucumber 100 20 35 10 15 5 Hot & Sweet (Caribbean) 100 20 35 10 15 5 160 55 22 160 55 22 160 55 22 160 55 22 160 55 22 20 10 5 20 10 5 20 10 5 20 10 5 20 10 5

Kurume Masala Munch Red Chili Chaka Masala Twist Chili Bites Chapatti Chaska

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Cheetos

Xs & Os Tangy Loops Masala Balls Tomato Wheels

34 34 34 34

10 10 10 10

Lehar

Lehar Nankeen

34 14

5 2

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2.4 ORGANISATIONAL CHART

M.D.

Marketing Director

Finance Director

Sales Director V.P. Sales

H.R. Director

G.M. (Regional Sales Manager)

Area Sales Manager

Sales Officer

Pilot Sales Representative

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2.5 DISTRIBUTION NETWORK FOR FRITO-LAY INDIA LTD.

Manufacturer (Plant)

C & F Agent (Warehouse)

Distributors (Go down)

Retailers

Wholesalers

Retailers

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INDUSTRY PROFILE

FMCG SECTOR Fast moving consumer goods (FMCG) industry has a long history. However, the Indian FMCG industry began to take shape only during the last fifty-odd years. To date, the Indian FMCG industry continues to suffer from a definitional dilemma. In fact, the industry is yet to crystallize in terms of definition and market size, among others. The FMCG sector is a cornerstone of the Indian economy. This sector can drive growth, enhance quality of life, create jobs and support penetration of technology. A vibrant FMCG sector can boost agricultural produce and exports. It can contribute to the exchequer significantly; disperse technology across the value chain and usher in product innovations. These innovations can improve Indian health standards. So, strategies should be worked out for increasing consumption per head. The government should grant merit tax status at the central level to higher value-added FMCGs and allow free inflows of foreign investments and technology. The agricultural supply chain needs to be consolidated. Sector-friendly regulations should be put in place to enable FMCG companies source agricultural produce with ease. Such regulations should be supported by government-sponsored efforts to forge fruitful partnerships for networking rural markets. This is one sure way of achieving national connectivity.

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SCOPE OF THE STUDY

The survey that had been conducted will help the company to gain an insight into the current status of the market. In the world of cut throat competition each player has to be strong enough to face the enormous uncertainties. Todays market is very much saturated and consumer matured & informed. Every company now-a-days wants to do the business in a new way and therefore they are going for new channels for distribution, need not say that it adds to the top line of the companys business. This study will help Frito-lays India ltd which has international presence to understand the potential market and to cover the untapped areas through the development of the new channels. These new channels will provide new avenues, exposure to its products and result into more share from the consumers pocket. Also the intangibles like mind share and brand penetration will increase. Thus the company can increase overall market share in its industry of snack food and certainly overcome sudden competitive forces. The scope of the study can be described as factors probed into during the surveys of the new channels. Awareness of Frito-Lays products, Source of awareness, Availability of other impulse products, Readiness of acceptance, & Reasons for non-acceptance

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OBJECT OF THE PROJECT

In the partial fulfillment for the award of the award of Masters Degree in Business Administration (MBA) of the University of Pune, each MBA student has to undergo the practical training in a business organization. The training period consists of at least 50 days. The object of the project is to acquire some practical knowledge in the area of specialization. The student should be able to apply the theoretical concepts in the practical situation. The students ability to solve the problem with a systematic approach is exposed. Also his / her decision-making ability is tested.

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OBJECTIVE OF THE STUDY

Projects are critical to the realization of the performing organizations Business strategy because projects are a means by which strategy is implemented. PRIMARY OBJECTIVE To assess and develop new channels of distribution and suggest the strategies to improve market penetration for Frito-Lays products. SECONDARY OBJECTIVE 1 To find out market potential for Frito-Lays products in new channels of distribution. 2 To study product acceptability by new channels of distribution.

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RESEARCH METHODOLOGY

INTRODUCTION Research methodology is a systematic and scientific method to know truth and reality behind a phenomenon. Research is purposive, objective; systematic investigation was designed to test carefully considered or answer through fully framed question. It is distinguished from casual observation by its method and point of view. Research is purposive in that it seeks answer to specific question and is not merely accumulation of unstructured observation. The project is based on marketing analysis and thus requires a lot of interaction with different target channel players. There are lot many competitors in snack food industry. Constrained by the resources, the sample that is more representative of the total targeted channel players universe is chosen for the study. The scope of study is limited to the geographical region of Nasik city only. RESEARCH DESIGN The exploratory design was used. Exploratory research is conducted when a researcher does not know: What? How? and Why? A certain phenomena occur. For example, which competing products are available at targeted outlets and reasons for not keeping the product under study i.e. Frito-Lays. The research process was divided into three phases as: Phase 1: The research is focused on the hidden business potential in the form of new Distribution channels so that the forms of new channels were found out through observational primary data in initial market research.

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Phase 2: In the second phase, again primary data was collected from the selected sample for the purpose of delving deeper into the areas of: Which other impulse products in snack food were they keeping, if any? Were they ready to keep Frito-lays products? Reasons for not keeping the same? The structured questionnaire contained closed-ended questions, which were of dichotomous questions and multiple choice questions. Phase 3: In the last phase, the converted players in each segment of targeted channel forms were analyzed for the gain in off-take of extra SKUs that were otherwise not visible before. It was done in the terms of Per Outlet Order (POO) from each of the targeted segment. DECIDING OF DATA SOURCES The next stage is source of data. The data was basically the first hand data, (Primary) which was collected through the survey facilitated by secondary data as explained below: Primary Data: The primary data was collected through the survey in two phases. The first phase was the observational survey followed by the detailed structured questionnaire interview survey. In the first phase, the data was collected in a very short period as it involved only observations and led to the important findings that though some outlets of a particular type kept the product under study, but not all such outlets kept it uniformly.

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In the second phase, survey involved collection of data from the Hotels, Institutional Canteens, Petrol Pumps, and Medical Stores. These were the targeted new channels sought for Assessment and Development. The samples were collected by visiting different areas in SHIRUR city. Thus method of stratified random sampling was used for data collection. Structured questionnaires were designed to elicit data from the sample population. Following sample sizes were drawn for the same. The total number of respondents was 305. The break-up is as follows Hotels Petrol Pumps : 34 : 105

Institutional Canteens : 55 Medical Stores : 111

Secondary Data: The secondary data was collected from various trade journals regarding the total size of the targeted segments of potential new channels i.e. the size of universe in the geographical area of SHIRUR city. To get an overview in a nutshell, the research methodology can be represented through Research Design Four segmental surveys (Hotels, Petrol Pumps, Institutional Canteens and Medical Stores); Research Instrument Structured Questionnaires; Survey Questions Mostly closed ended with some open ended questions on personal details; Sampling Method Stratified Random Sampling;

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Sample Size Hotels Petrol Pumps Institutional Canteens Medical Stores IMPORTANCE OF STUDY The survey that was carried out will help the company to know the current scenario. In the world of cut throat competition each player has to be strong enough to face the enormous uncertainties. Todays market is very much saturated. Every company today wants to do its business in a new way and therefore tries to recognize new channels for distribution. This study will help Frito lays India Ltd., having international presence to understand which new areas it can venture into with its current products in new markets and hence cover untapped areas through the development of new channels. Also, this project will help the company to make its presence more obvious in the market. Thus the company can plan better policies to overcome sudden changes in this competitive world. SCOPE OF STUDY The primary objective of the project was to assess the current position of Fritolays in the Nasik region and try to identify the strategies to drive sales. The secondary objective pursued was to find out market potential for Frito-Lays products in new channels of distribution and to study product acceptability by new channels of distribution. Keeping these in mind, the survey was divided over the four potential segments and the survey in general included the questions regarding the availability of other impulse snack food products, their knowledge and source of knowledge for Frito-Lays products, their readiness to keep the products and the reasons for same. : 105 : 34 : 55 : 111

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DATA ANALYSIS AND INTERPRETATION FOR HOTELS

Q: Are you aware of the following brands? Data Total No. of Hotels Lays Kurume Cheetos Lehar Total 105 101 83 32 13
Table 7.1.1: Awareness of brands

% 96 79 30 12

Awareness of Brands
No. of Respondents 120% 100% 80% 60% 40% 20% 0% Lays Kurkure Cheetos Lehar 30% 12%

Graph 7.1.1: Awareness of brands

96% 79%

Interpretation: From the above diagram, we can interpret that out of 105 Hotel owners

96% respondents were well aware about Lays, 79% were aware about Kurume, 30% were aware about Cheetos and 12% were aware about Lehar. So most aware brands of Frito-Lays in the Hotels were 1. Lays 2. Kurume

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Q: How do you know Frito-Lays products? Data Total No. of Hotels Posters & Banners TV Ads Newspaper & Magazines Total % 105 45 43 101 4 96 4

Table 7.1.2: Source of Awareness

Source of Awareness
80% 70% 60% 50% 40% 30% 20% 10% 0% No. of Respondents 96%

43% 4% Posters & Banners TV Ads Newspaper & Magazines

Graph 7.1.2: Source of Awareness

Interpretation: The above chart depicts that in the Hotel category, the major source of awareness for Frito-Lay products has been TV Ads i.e. out of 105 hotels 96% respondents were aware by TV Ads and 43% respondents were aware by posters & banners and only 4% were aware by Newspapers & Magazines. This shows that the most effective media as a source of awareness is TV Ads followed by Posters & Banners.

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Q: Do you keep the following products? Data Total No. of Hotels Cadbury Chips Biscuits Coke Total % 105 13 12 35 18 91 33 17 87

Table 7.1.3: Availability of impulse products

Availability of Impulse Products

100% No. of Respondents 80% 60% 40% 20% 12% 0% Cadbury Chips Biscuits Coke 33% 17% 87%

Graph 7.1.3: Availability of impulse products

Interpretation: The above graph indicates that out of 105 Hotel, 87% hotels have Coke products, 17% keep Biscuits, 33% respondents have chips and 12% respondents have Cadbury products. From this we can say that out of the impulse products available in different hotels, coke has the highest availability followed by chips and biscuits. Cadbury moves least in the hotels.

Q: Would you like to keep Frito-Lays Products? 31

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Data Total No. of Hotels YES NO

Total % 105 59 56 46 44

Table 7.1.4: Acceptance of Frito-Lays products

Acceptance of the products

44% 56%

YES

NO

Graph 7.1.4: Acceptance of Frito-Lays products

Interpretation: From the above pie chart, we can conclude that 56% of Hotel owners were ready to keep Frito Lay products whereas 44% were not interested. This shows that in hotels, Frito Lay products have got good acceptance.

Q: What are the reasons for non-acceptance? Data 32 Total %

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Total

No.

of

Negative 46 17 10 11 8 36 22 24 18

Respondents Margin Effect on own products sale Demand Any other

Table 7.1.5: Reasons for Non Acceptance of Frito-Lays products

Reasons for Non-Acceptance of Frito-Lay's Products

18% 36%

24% 22%
Margin Effect on Sale Demand Any Other

Graph 7.1.5: Reasons for Non-Acceptance of Frito-Lays products

Interpretation: Above pie chart indicates that respondents who rejected the idea of keeping FritoLay products had different reasons like Margin problem, Effect on their own products sale, Demand and some other reasons. Out of that 37% respondents refused due to Margin problem, 22% refused because they perceived that it may affect their own products sale, 24% said these products are not demanded by customers and 17% respondents had some other reasons like in Bars Drinkers dont prefer such kind of products, high price, generally dont keep outside products for selling etc.

DATA ANALYSIS AND INTERPRETATION FOR PETROL PUMPS

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Q: Are you aware of the following brands? Data Total No. of Petrol Pumps Lay Kurume Cheetos Lehar
Table 7.2.1: Awareness of brands

Total 34 32 27 2

% 95 80 6 0

AWARENESS OF BRANDS
No.Of Respondents 100% 80% 60% 40% 20% 0% Lay Kurkure Cheetos 6% 95% 80%

Graph 7.2.1: Awareness of brands

Interpretation: From the above diagram, we can interpret that out of 34 petrol pump owners, 95% were very well aware about Lays, 80% were aware about Kurume, 6% were aware about Cheetos and no one was aware about Lehar. So most aware brands of Frito-Lays on the petrol pumps were: 1. Lays 2. Kurume

Q: How do you know Frito-Lays products? Data Total No. of Petrol Pumps TV Ads 34 Total % 34 32 95

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Posters & Banners Newspapers & Magazines

7 2

21 6

Table 7.2.2: Source of Awareness

Source of Awareness
100% 90% 80% No.Of Respondents 70% 60% 50% 40% 30% 20% 10% 0% TV ADS Posters & Banners Newspaper & Magazines 6% 21% 95%

Graph 7.2.2: Source of Awareness

Interpretation: The above chart depicts that in the petrol pump category, the major source of awareness for Frito lay products have been TV Ads i.e. out of 34, 95% respondents were aware by TV Ads and 21% respondents were aware by posters & banners and only 6% were aware by Newspapers & Magazines. This shows that majority of the products are known by TV Ads followed by Posters & banners. Newspapers & Magazines plays a minor role in creating awareness about Frito lay products.

Q: Would you like to keep Frito-Lays products? Data Total No. of Petrol Pumps YES NO 35 Total % 34 22 65 12 35

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Table 7.2.3: Acceptance of Frito-Lays products

Acceptance of the products

35% 65%

YES

NO

Graph 7.2.3: Acceptance of Frito-Lays products

Interpretation: From the above pie chart, we can conclude that 65% of Petrol pump owners got agreed with the idea of keeping Frito lay products on petrol pumps whereas 35% were not interested. From this we can say that Frito lay products got accepted on most of the petrol pumps.

Q: What are the reasons for non-acceptance? Total No. of visited Petrol Pumps Total No. of Negative Respondents Space Problem 36 3 4 1 2 6 50 %

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Margin Problem Any Other Reason

3 3

25 25

Table 7.2.4: Reasons for Non-Acceptance of Frito-Lays products

Reasons for non-acceptance of Frito-Lay's Products

60 50 No.Of Respondents 40 30 20 10 0
Space problem Margin problem Any other

50

25

25

Graph 7.2.4: Reasons for Non-Acceptance of Frito-Lays products

Interpretation: Above pie chart indicates that respondents who rejected the idea of keeping FritoLay products had different reasons like space problem, margin problem and some other problems. Out of that 50% respondents refused due to space problem, 25% refused due to Margin problem and 25% had some other reasons like: products not demanded by customers, high price and generally dont keep such products for selling etc.

DATA ANALYSIS AND INTERPRETATION FOR INSTITUTIONAL CANTEENS

Q: Are you aware of the following brands? Data Total No. of Institute 37 Total % 55

FRITO LAY INDIA .

Lays Cheetos Kurume Lehar

49 16 40 5
Table 7.3.1: Awareness of brands

89 29 72 9

AWARENESS OF BRANDS 100% 90% No.Of Respondents 80% 70% 60% 50% 40% 30% 20% 10% 0% Lays Cheetos Kurkure Lehar 29% 9% 89% 72%

Graph 7.3.1: Awareness of brands

Interpretation: From the above diagram, we can interpret that out of 55 Canteen owners, 89% respondents were very well aware about Lays, 72% ere aware about Kurume, 29% were aware about Cheetos and 9% were aware about Lehar.

Q: How do you know Frito-Lay products? Data Total No. of Canteens Posters & Banners TV Ads Newspapers & Magazines Total % 55 26 47 49 2 89 4

Table 7.3.2: Source of Awareness

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Source of Awareness
No. of Respondents 100% 80% 60% 40% 20% 0% Posters & Banners TV Ads Newspaper & Magazines 4% 47% 89%

Graph 7.3.2: Source of Awareness

Interpretation: The above chart depicts that in the Institutional Canteen category, the major source of awareness for Frito-Lay products is TV Ads i.e. out of 55, 89% respondents were aware by TV Ads followed by Posters & Banners at 47% and then by Newspapers & Magazines at 4%. This shows that majority of the brands are known by TV Ads followed by Posters & Banners. Newspapers & Magazines plays a very minor role in creating awareness.

Q: Do you keep the following products? Data Total No. of Canteens Fast food Cadbury Biscuits Chips 39 Total % 55 52 94 10 36 22 18 65 40

Table 7.3.3: Availability of impulse products

FRITO LAY INDIA .

Availability of Impulse Products No. of Respondents 100% 80% 60% 40% 20% 0% Fast food 94% 65% 18% 40%

Cadbury

Biscuits

Chips

Graph 7.3.3: Availability of impulse products

Interpretation: The above graph indicates that out of 55 Institutional canteen owners, 65% canteen owners mainly keep Biscuits, 18% keep Cadbury products, 40% have chips category products and 94% serves fast food. This shows that out of impulse products available in various institutional canteens, fast food is mostly available and Cadbury moves least in it.

Q: Would you like to keep Frito-Lay product? Data Total No. of Canteens YES NO Total % 55 32 58 23 42

Table 7.3.4: Acceptance of Frito-Lays products

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Acceptance of the products

42% % 58%

YES

NO

Graph 7.3.4: Acceptance of Frito-Lays products

Interpretation: From the above pie chart, we can conclude that 58% of Institutional Canteen owners were interested in Frito-Lay brands whereas 42% were not interested. So Frito-Lay products have good amount of potential in Institutional canteens.

Q: What are the reasons for non-acceptance? Total No. of Institute Total No. of Negative Respondents Margin Problem Effect on own product sale Demand Problem 41 5 5 2 3 8 4 3 35 17 13 %

FRITO LAY INDIA .

Any other

35

Table 7.3.5: Reasons for Non-Acceptance of Frito-Lays products

Reasons For Non-Acceptance of Frito-Lay's Products

35%

35%

13% Margin

17% Effect on Sale Demand Any Other

Graph 7.3.5: Reasons for Non-Acceptance of Frito-Lays products

Interpretation; Above pie chart indicates that respondents who rejected the idea of keeping FritoLay product had different reasons like Margin problem, Effect on their own products sale, Demand and some other reasons. Out of that, 35% respondents refused due to Margin problem, 17% refused because they perceived that it may affect their own products sale, 13% said these products are not demanded by customers and 35% respondents had some other reasons like: high pricing and generally dont keep outside products for selling etc.

Number of interested Institutes: Type of Institute No. of Interested Institute School 16 College 10 Office 2 Hospital 4 % 50 31 6 13

Table 7.3.6: Distribution of interested institutional canteens

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FRITO LAY INDIA .

Interested Institute's

13% 6%

50% 31%

School

College

Office

Hospital

Graph 7.3.6 Distribution of interested institutional canteens

Interpretation: The above pie chart shows that among all the interested institutional canteens, Frito-Lay products are mostly demanded by school canteen owners (50%) followed by college canteen owners (31%). Office canteens and hospital canteens showed less interest towards Frito-Lay products.

DATA ANALYSIS AND INTERPRETATION FOR MEDICAL STORES

Q: Are you aware of the following brands? Data Total % Total No. of Medical stores 111 Lays 111 100 43

FRITO LAY INDIA .

Kurume Cheetos Lehar

84 42 20

75 37 18

Table 7.4.1: Awareness of brands

Awareness of Brands
120% No.Of Respondents 100% 80% 60% 40% 20% 0% Lays Kurkure Cheetos Lehar 37% 18% 100% 75%

Graph 7.4.1: Awareness of brands

Interpretation: From the above diagram, we can interpret that out of 111 Medical store owners, 100% respondents were very well aware about Lays, 75% were aware about Kurume, 37% were aware about Cheetos and 18% were aware about Lehar.

Q: How do you know Frito-Lay products? Data Total % Total No. of Medical stores 111 Posters & Banners 63 56 TV Ads Newspaper & Magazines 94 4 84 4

Table 7.4.2: Source of Awareness

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Sorces of Awareness
90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 84% 56%

No. of Respondents

4% Posters & Banners TV Ads Newspaper & Magazines

Graph 7.4.2: Source of Awareness

Interpretation: The above chart depicts that in the Medical store, the major source of awareness for Frito-Lay products has been TV Ads i.e. out of 111, 56% respondents were aware by TV Ads and 84% respondents were aware by Posters & Banners and only 4% were aware by Newspapers & Magazines. This shows that majority of the brands are known by TV Ads then by Posters & Banners. Newspapers & Magazines plays a minor role in creating awareness.

Q: Do you keep the following products? Total No. of Medicals Cadbury Chips Biscuits Cold Drink 11 1 82 16 87 9 % 74 9 78 8

Table 7.4.3: Availability of impulse products

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Availability of Other Impulse Products

No. of Respondents 100% 80% 60% 40% 20% 0% Cadbury Chips Biscuits 9% 8% Cold Drink 78%

74%

Graph 7.4.3 Availability of impulse products

Interpretation: The above graph indicates that out of the impulse products available in Medical stores, Biscuits and Cadbury has the highest availability. It is observed that chips and cold drinks move least in Medical stores.

Q: would you like to keep Frito-Lays product? Data Total no. of medical stores Yes No Total % 111 64 58 47 42

Table 7.4.4 Acceptance of Frito-Lays products

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Acceptance of the products

42% 58%

YES

NO

Graph 7.4.4 Acceptance of Frito-Lays products

Interpretation: From the above pie chart we can conclude that 58% of Medical owners were ready to keep Frito-Lays products whereas 42% were not interested. So it is observe that product is well accepted in Medical stores.

Q: What are the reasons for non-acceptance? Total no. of Medicals 11 %

1 Total no of negative respondents 47 Margin problems 10 Demand problems Space problems Any other 47 20 6 11

21 43 13 23

FRITO LAY INDIA .

Table 7.4.5: Reasons for Non-Acceptance of Frito-Lays products

Reasons for Non-Acceptance of FritoLay's products

23%

21%

13% 43%

Margin

Demand

Space

Any Other

Graph 7.4.5: Reasons for Non-Acceptance of Frito-Lays products

Interpretation: Above pie chart indicates that respondents who rejected the idea of keeping FritoLays products had different reasons like Margin problem, Space problem, Demand and some other reasons. Out of that 21% respondents refused due to Margin problem, 13% refused because of space problem, 43% said these products are not demanded by customers and 23% respondents had some other reasons like: high price and generally dont keep food products etc.

Percentage & Type of Outlets ready to keep the product: Types of channels % outlets ready to keep the product Hotels 56 Medicals 58 Petrol pumps 65 Canteens 58
Table 7.5.1: Percentage Outlets ready to keep the product

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Interested Institute's
66% No.Of Respondents 64% 62% 60% 58% 56% 54% 52% 50% Hotels Medicals Petrol pumps Canteen 56% 58% 58% 65%

Graph 7.5.1: Percentage Outlets ready to keep the product

Interpretation: Above graph indicates that out of 105 Hotels 56% hotels were interested, out of 111 Medical stores 58% were interested, 65%Petrol pumps were interested out of 34 petrol pumps and out of 55 Institutional canteens 58% were interested. So we can conclude that among all the assessed channels of distribution, petrol pumps had highest acceptability and Hotels had lowest acceptability towards Frito-Lays products.

Total Sale & Per Outlet Order from the Type of Outlets: Types of outlet Total sale % POO (Rs). Institutional Canteens 6765 8 845 Medical Stores 10864 1 310 Hotels Petrol pumps 52553 14603 3 6 2 1 7 49 1696 1826

FRITO LAY INDIA .

Total

84785
Table 7.5.2: Total sale &Per Outlet Order

Interested Institute's and their respective Share

17%

8% 13%

62%

Institutional Canteens

Medicals

Petrol pumps

Petrol pumps

Graph 7.5.2: Interested Institute and Respective share

Interpretation: The above chart depicts that out of the total sales from all the assessed channels of distribution, hotels contributed toward 62% of the sales, petrol pumps contributed toward 17% of total sales, institutional canteens contributed toward 8% of total sales, medical stores contributed toward 13% of total sales. This shows that in the process of entering into the new channels of distribution, Frito-Lays products were effectively developed in hotels followed by petrol pumps, but in medical stores and institutional canteens as they were less developed.

Type of outlet Institutional canteens Medical stores Hotels Petrol pumps Total

Sample 55 111 105 34 305

Total tapped outlets 8 35 31 8 82

Tapped % 15 32 30 24

Total sale 6765 10864 52553 14603 84785

POO (Rs) 845 310 1696 1826

Table 7.5.3: Percentage Outlets Tapped

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Type of outlet

Universe Remaining Outlets

POO (Rs) 845 310 1696 1826

Potential outlets 50 273 187 8 518

Potential incremental business (Rs.) 42250 84630 317152 14608 458640

Institutional canteens Medical stores Hotels Petrol pumps Total

350 900 600 40 1890

342 865 569 32 1808

Table 7.5.4: Potential Incremental Business

Effectiveness of Potential Channels

2000 1500 Business (in 1000 Rs.) 500 0 Institutional Canteens Medical Stores Hotels Petrol Pumps 845 310 1696 1826

Potential Channels

Graph 7.5.3: Effectiveness of Potential Channels

Interpretation: Above chart depicts that among all the potential channels, petrol pumps, shows highest P.O.O. followed by Hotels, Medical stores and Institutional canteens shows the 51

FRITO LAY INDIA .

least P.O.O. compare to them. From this we can estimate potential market and incremental business for Frito-Lays products in SHIRUR city.

Type of outlet Universe Sample Total tapped outlets % Institutional canteens 350 55 8 2.28 Medical stores 900 111 35 3.88 Hotels 600 105 31 5.16 Petrol pumps 40 34 8 20
Table 7.5.5: Percentage Channel Development

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Type of Channel & its Percentage dvelopment

25 20 Percentage 15 10 5 0 Institutional Canteens Medical Stores Channel Type Hotels Petrol Pumps

Graph 7.5.4: Percentage Channel Development

Interpretation; This chart shows that out of the whole universe 2.28% canteens are developed, 3.88% medical stores are developed, 5.16% hotels are developed and 20% petrol pumps are developed.

Channels 1. Traditional channels 2. Newly developed channels a. Petrol pumps b. Medical stores c. Hotels d. Institutional canteens
Table 7.5.6: POO, Traditional Vs Developed

POO 1000 1826 310 1696 845

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Traditional Vs Newly Developed Channel's Potential

2000 1800 1600 1400 Sales (POO) 1200 1000 800 600 400 200 0 Channels Traditional Channel Hotels Petrol Pumps Institutional Channel Medical Stores 310 1000 1826 1696

845

Graph 7.5.5: POO, Traditional Vs Developed

Interpretation; Above chart shows that new channels like petrol pumps and hotels has more POO then that of traditional channel. So there is so much potential in the new channels that has still not acquire. Company has to make strategies in converting these potential channels into developed channels.

LIMITATIONS OF STUDY

Like any research project, the data collection is based on various sampling techniques and sample sizes, which forms the very core of it. These also bring so many 54

FRITO LAY INDIA .

variations and have their own inherent limitations; the above hypotheses have many limitations, major ones are as listed below:

1. The survey was limited to geographical area of SHIRUR city only 2. Duration for the project was limited to 2 months only 3. People were reluctant to give complete and correct information. And so it is assumed that the information collected from the respondents is correct. 4. As this project involved assessment and development of new channels of distribution like Petrol pumps, Hotels, Institutional canteens and Medical stores, it was quite impossible to cover all these channels and receive their acceptance in a short duration of Two months. So sample size was restricted to a small portion of the universe

FINDINGS: The level of awareness was found to be highest for Kurume and Lays amongst the product portfolio of Frito-Lays. It was observed from the survey that awareness of Cheetos and Lehar was very low.

55

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As far as source of awareness is concerned, major source of awareness for Fritolay product has been TV ads and poster and Banners. Newspaper and Magazines plays a manor role in creating awareness about co. products.

Survey projects the fact that around 58% of the total surveyed Medical stores, 58% of the Institutional canteens, 56% of the Hotels and 68% of the Petrol pumps were ready to keep Frito-Lays products.

The respondent who rejects the idea of keeping Frito-Lays products in different channels had different reason like margin problem, space problem, demand problem and some other reason.

As far as availability of impulse products is concerned Cadbury and Biscuits are mostly available in Medical stores, Coke and Chips are mostly available in Hotels and in Canteens fast food and Biscuits are mostly available.

Out of 105 Hotels 56% showed interest towards Frito-Lays products, out of 111 Medical stores 58% were interested, 65% Petrol pumps were interested out of 34 and out of 55 Institutional Canteens 58% of canteens were interested.

Among all the assessed channels of distribution, petrol pumps had highest acceptability and Hotels had lowest acceptability toward Frito-Lays products.

As far as effectiveness of these potential channels are concerned, Frito-Lays products were mainly developed effectively in Hotels and Petrol pumps, following by Schools and Medicals where as they were less developed in colleges.

Among all the interested Institutional canteens, Frito-Lay products are mostly demanded by school canteens owners (50%) followed by college canteen owners (31%). It is least demanded in office canteens and Hospital canteens. 56

FRITO LAY INDIA .

Out of the total sales from all the assessed channels of distribution, Hotels contributed towards 62% of the total sales, Petrol pumps contributed towards 17% of total sales, Medicals contributed towards13% of total sales where as Institutional canteens contributed toward 8% of total sales.

New channels like Petrol pumps and Hotels more POO then that of traditional channels.

Among all the potential channels, Petrol pump shows highest POO followed by Hotels. Medical stores and Institutional canteens show the least POO.

CONCLUSION: Lays, Kurume and other products of Frito-lay are of impulsive nature like Pepsi, Coke, Biscuits and Cadbury. Hence continuous efforts are required outlet, outlets like petrol pump, Medical stores, Hotels etc, need to be well developed.

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A sales promotion effort of the company has led to the highest awareness of Lays, Kurume amongst the people in SHIRUR city.

Majority of the brands are known by TV ads followed by posters and Banners. Newspaper and Magazines play a minor role in creating awareness.

From the availability of different impulse product in different channels we can say that in the impulse products category Frito-lays Company also has potential for its products.

Frito-lays products has good amount of potential in the mention channels of distribution.

The respondent who rejected the idea of keeping Frito-lay products in different channels had different reasons like margin problem, space problem, demand problem and some other reasons.

Among all the assessed channels of distribution, Petrol pumps had highest acceptability towards Frito-lays products.

In the process of entering into the new channels of distribution, Frito-lay products were effectively developed in Hotels and on Petrol pumps. But Average sales for Medical stores and Institutional canteens were very less in the beginning.

Among all the potential channels, Petrol pump has highest POO followed by Hotels, Medical stores and Institutional canteens have the least POO compare to them. From this we can see that Frito-lays product have more potential in the new channels, which has still not acquire.

As it is seen that newly developed has more average sale then of traditional channels, we can say that Frito-lay products have good potential in these new 58

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channels also and can give more incremental business if proper steps implemented.

SUGGESTIONS: For developing all the assessed potential channels salespersons should be well trained. Different outlets to be visited by a salesman should be well defined and information to the salesman in the consideration of the route to which it is situated.

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This would reduce the repetitive visit to the same outlets, which will eliminate the unproductive elements loss of man-hour and most important time. For the brands like Cheetos and Lehar, all the channels assessed were least aware of it so company should promote only Lays and Kurume for first few months and then simultaneously make efforts to promote Cheetos and Lehar also. As it is a non-retailing business, its structures is different than traditional channels. So company should make separate distribution pattern for it. The visibility factor would be major area of concern for Petrol pumps. So company should take maximum benefit of space of Petrol pump to display products. It will help the company to attract consumers. As impulse products like Coke, Biscuits and Cadbury are mainly available in these channels company has got potential to promote their brands in these outlets. Company should not go for adding more flavors as have already enough no. of flavors this will avoid confusion

REFERENCES 1. Marketing Management, by Philip Kilter, the Millennium Edition, Prentice Hall Publication.

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2. Marketing Management, by Ramaswamy & Namakumari, Third Edition, McMillan Business Books. 3. Marketing Research, by Luck & Rubin. 4. Research Methodology, Methods and Techniques, Second Edition, Wishwa Prakashan. 5. David A. Aaker, V. Kumar, George S. Day, Marketing Research, Seventh Edition, 2002, John Wiley and Sons Inc. 6. www.frito-lays.com 7. www.pepsico.com

ANNEXURE SALES REPORT OF NEWLY DEVELOPED CHANNELS S. N. PETROL PUMPS 1 ARKAY 61 SALES (Rs.) 3910

FRITO LAY INDIA .

2 3 4 5 6 7 8

VINOD MANGAL GARDEN PRAKASH BOOB SERVICES PALIJA DECCAN GOVIND Total

2656 1859 1770 1752 1239 1151 266 14603

SR NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 19 30 31 32 33 34 35

MEDICAL STORES SALES (Rs.) ABJINAV MEDICAL 443 JAGDISH 285 OM MEDICAL 458 PARAS 265.8 SAHAYADRI 354 SHIRISH 443 SHREE SEVA 354 SHREE KRIPA 318 KRISHNAI 265.5 SHREE RANG 88.5 AMOL RAJ 332.5 SAMARTH 230 CHANDAN 354 SHEETAL 319 ATHARV 425 VINAYAK 265.5 BHAKTI 230 RAJ MEDICAL 225 SANJIVAN 265.5 K.S.MEDICAL 319 SANDESH 365.5 YOGESHWAR 354 SAFALYA 88.52 AKSHATA 332.25 MANISH MEDICAL 225.5 GODAWARI 386.25 PANKAJ 232.36 SHUBHAM 178 NEW SURAJ 513.78 VISHAL 318.96 TULJAI 88.5 GAJANAN 88.5 TRIMURTI 178 SAMARTH 265.5 SHREE MEDICALS 708 Total 10864.08 62

FRITO LAY INDIA .

SR NO 1 2 3 4 5 6 7 8 SR NO 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31

INSTITUTIONAL CANTEENS SALES (Rs.) DR MOONJE 2302 DEV COLLEGE CANTEEN 1045 BOYS TOWN 886 AJINKYA 708 SYMBOISIS S S GEN 708 R.P.(GUJ MAH MAN) 443 ST FRANCIS 443 DESAI CANTEEN 230 Total 6765 HOTELS SAHYADRI SAI ARADHAANA TAPASVI PRAKASH MATRUPRASAD PADMALAXMI KALRAJ KUSUMRAJ CHANDRALOK SHIVGANGA CLASSIC NANDANVAN SAHIBA KINARA MAZDA RAHI S.T.CANTEEN GARVA PATHRDI AMBIKA ASWAD PRAKASH BAKERY SANTOSH CAF SHYAMSUNDAR MAZDA CAKE SHOP TARNE TEA STALL MADHAV SNACKS ANNAPURNA PANCHAVATI YATRI PANCHAVATI ELITE WELCOME ANAND TEA HOUSE RAJAN TEA POINT Total 63 SALES (Rs.) 4061 3203 3186 2656 2124 1947 1947 1594 1593 1416 1416 1416 1382 1151 886 886 885 824 686 666 580 531 514 425 354 332 266 266 265 226 234 52553

FRITO LAY INDIA .

QUESTIONNAIRE FOR INSTITUTIONAL CANTEENS

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Name of institute:- _____________________________________________ Address:-____________________________________________________ Kind of institute:-a) School c) Office b) College d) Hospital

Name of the canteen owner:-____________________________________ Q: Are you aware of our following brands? Lays Cheetos Q: How do you know our products? TV ads Magazines News papers Posters and banners Other Kurkure Lehar

Q: Do you keep the following products? Cadbury 65

FRITO LAY INDIA .

Chips Fast food Biscuits Q: Would you like to keep our product? Yes No Q: If no, for what reason? Margin Scheme Effect on own product Other

QUESTIONNAIRE FOR HOTELS

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Name of hotel:-_______________________________________________ Owners name:- ______________________________________________ Phone No:-____________ Address:-____________________________________________________ Type of hotel:Restaurant Restaurant & bar Lodging Q: Are you aware of our following brands? Lays Cheetos Kurkure Lehar

Q: How do you know our products?

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TV ads Magazines News papers Posters and banners Other Q: Do you keep the following products? Cadbury Chips Cold Drink Biscuits

Q: Would you like to keep our product? Yes No Q: If no, for what reason? Margin Scheme Effect on own product Other

QUESTIONNAIRE FOR MEDICAL STORES

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Name of Medical store:-_________________________________________ Owners name:-_______________________________________________ Phone No:-____________ Address:-____________________________________________________ Q: Are you aware of our following brands? Lays Cheetos Kurkure Lehar

Q: How do you know our products? TV ads Magazines Newspapers Posters and banners Other

Q: Do you keep the following products?

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Cadbury Chips Cold Drink Biscuits

Q: Would you like to keep our product? Yes No Q: If no, for what reason? Margin Scheme Effect on own product Other

QUESTIONNAIRE FOR PETROL PUMPS

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Name of Petrol pump:-__________________________________________ Owners name:--______________________________________________ Phone No:-____________ Address:-____________________________________________________ Q: Do you provide following facilities on your petrol pump? Coffee/Cold drink vending machine Attached Dept. store Fast food/Packed snacks consumption center Q: If Dept. store is attached, do you keep the following products? Cadbury Fast food Q: are you aware of our following brands? Lays Cheetos Kurkure Lehar Chips Biscuits

Q: How do you know our products?

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Interested Institute's 66% 64% No.Of Respondents 62% 60% 58% 56% 54% 52% 50%
Hotels Medicals

65%

FRITO LAY INDIA .

58% 56%

TV ads

58%

Magazines News papers

Petrol pumps Canteen

Posters and banners Other Q: Would you like to keep our product in the mean while customer waits to refuel the petrol? Yes No Q: What would make you happy to go for Frito Lays product? Branded display rack Special discount scheme More margins Other

72