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RESEARCH REPORT

on
A Study of Pepsis Distribution Channel In NOIDA

Submitted in the partial fulfillment towards the award of the degree in Master of Business Administration of Mahamaya Technical University SUBMITTED BY: WASEEM AKRAM Roll No. :1015070113 (Session: 2011-2012) Under the Supervision of: Mr. SUBHASH KUMAR Department: Department of MBA IILM AHL

IILM Academy of Higher Learning College of Engineering & Technology Greater Noida, UP (INDIA)

DECLARATION
This is to certify that the project entitled A study of Pepsis distribution channel in NOIDA, Submitted by WASEEM AKRAM (Roll No. 1015070113) to Mahamaya Technical University, NOIDA for the award of degree of Master of Business Administration (MBA) is a bonafide record of work carried out by the above mentioned student in his institute IILM,GREATER NOIDA. It is further that the project has been submitted to MAHAMAYA TECHNICAL UNIVERSITY, NOIDA for the partial fulfillment of the requirement of the course of the study.

WASEEM AKRAM (MBA)

DECLARATION

I WASEEM AKRAM Roll No. 1015070113, a student of MBA 3rd Semester of IILM Academy Of Higher Learning College Of Engineering & Technology, Greater Noida hereby declare, that Research report titled A STUDY OF DISTRIBUTIONCHANNEL OF PEPSI is my original work and the same has not submitted for the award of other diploma or degree

(WASEEM AKRAM)

ACKNOWLEDGEMENT
In the process of completing the project on the topic A study of Pepsis distribution channel in NOIDA. I received cooperation from many persons. I specially want to thanks to Mr. SUBHASH KUMAR (Associate. Professor) in Department of Management; IILM for their guidance provided to me. I would like to thanks to Dr. Sushil Sharma (HOD) MBA Deptt. of IILM for creating as such environment where I could complete my project. Besides it I am very grateful to all the faculty members and IILM, Greater Noida for guiding and providing me the best efforts at all time by which my research report has been successfully completed. At Last I want to thanks to my god and my parents to give me such thinking and suggestion to prepare this project.

WASEEM AKRAM MBA 2ND YEAR ROLL NO. 1015070113

Index
CHAPTER 1: INTRODUCTION INTRODUCTION OBJECTIVE OF THE STUDY SCOPE OF THE STUDY METHODOLOGY LIMITATIONS CHAPTER 2 : PROFILE OF ORGANISATION HISTORY OF PEPSI ABOUT ORGANISATION PRODUCT THE SOFT DRINK MARKET ORGANIZATION STRUCTURE 13-25 26 27-29 30-32 33 07 08 09 10-11 12

CHAPTER 3 : THEORETICAL FRAME WORK OF TOPIC MEANING IMPORTANCE CLASSIFICATION DETERMINANTS ADVANTAGES SAMPLE SIZE REASERCH METHODOLOGY 39-40 41-50 34 35 36 37 38

CHAPTER 4: ANALYSIS AND INTERPRETATION

ANALYSIS INTERPROTATION
CHAPTER 5 : CONCLUSION FINDING SUGGESTION BIBLIOGRAPHY ANNEXURE QUESTIONNAIERS 75-77

50-67
68-73 70-71 72-73 74

LIST OF TABLES
S.No
1

Table no 1.1 1.2 1.3

Title of table Types of outlet Market share Create sales/day

Page no. 42 43 44

2 3

LIST OF CHARTS
S.No. 1 2 Table no 2.1 2.2 Title of table Pricing chart Organization structure Page no. 32 33

LIST OF GRAPHS
S.No. 1 2 3 Table no 3.1 3.2 3.3 Title of Graph No. of outlets Percent share Percent share of equipment Page no. 42 43 45

INTRODUCTION

A path through which goods and services flow in one direction (from vendor to the consumer), and the payments generated by them that flow in the opposite direction (from consumer to the vendor).

A distribution channel can be as short as being direct from the vendor to the consumer or may include several interconnected intermediaries such as wholesalers, distributors, agents, retailers. Each intermediary receives the item at one pricing point and moves it to the next higher pricing point until it reaches the final
buyer.

Also called channel of distribution.

OBJECTIVES OF THE STUDY

The survey was conducted in Noida city in keeping following objectives in view: The survey was done to find out the present status of PEPSI, SLICE, MIRINDA, 7UP, MOUNTAIN DEW, TROPICANA & AQUAFINA in the retail outlets.

To find the receptivity of the brand among the retailers and consumers particularly of eating and drinking, grocery store, and convenience shops.

To study of distribution and marketing strategy of pepsi, slice, mirinda,7up, mountain dew, Tropicana, the major competitor in this category.

To find out available opportunities in the market by finding gaps in competitors penetration.

To collect data about the retailers that can be used for activating new channels and merchandising opportunities.

To find out ways to increase the the sales of the new launches in different

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.

METHODOLOGY
SURVEY METHOD
Having decided to adopt a survey method to collect data for this study, the next step is to decide on the type of survey consistence on resources like time and money leads to the sample survey. The survey is classified into two parts viz. Exploratory study Descriptive study

EXPLORATORY STUDY
The main objective of exploratory study is to get the feel of the market products, competitive consumers. This helps in gathering primary information used for descriptive study.

DESCRIPTIVE STUDY
The exploratory study laid the foundation for the descriptive study and paved a wag to systematic study there by eliminating objective of the research study. Segmenting the market based on the consumer income demography and acceptation. To study the usage pattern of the consumers

What is the level of awareness of the different types of soft drink in Greater Noida . To find the perception of the consumers about different brand of soft drink. Compare different brands of soft drink based on the basis of their attributes availability, packaging and effects of the advertisements. To study the consumers preference in comparison to his/her brand of soft drink. A structured questionnaire was prepared which contained both open-ended and close-ended questions.

TOOLS USING FOR COLLECTING DATA


Analysis and interpretation of data is based on the both the primary and secondary data. Both primary and secondary data are explained below.

PRIMARY DATA was collected by means of structured questionnaire along with personal
interviews, since few open-ended questions required classifications.

SECONDARY DATA was collected from different books, magazines and newspapers. The
secondary data was also collected from the Internet.

LIMITATIONS
Every research has some limitation. The report should also point out the main limitation of the research report therein. This will be helpful to the reader who can form his own opinion as far as the result are reliable the addition it will be useful to researcher to subsequently undertake a study on the share our related theme.

The some of the limitation of this report as follow:


(i) The research was conducted within the specific time duration.

(ii) (iii) (iv)

Area was specified. Company did not provide any financial support. Summer month are the best period for sales of soft drink, so we cannot analyze the actual annual demand and sales of soft drink in market.

CHAPTER 2

HISTORY OF PEPSI

In 1902, he launched the Pepsi-Cola Company in the back room of his pharmacy, and applied to the U.S. Patent Office for a trademark. At first, he mixed the syrup himself and sold it exclusively through soda fountains. But soon Caleb recognized that a greater opportunity existed to bottle Pepsi so that people could drink it anywhere.

The business began to grow, and on June 16, 1903, "Pepsi-Cola" was officially registered with the U.S. Patent Office. That year, Caleb sold 7,968 gallons of syrup, using the theme line "Exhilarating, Invigorating, Aids Digestion." He also began awarding franchises to bottle Pepsi to independent investors, whose number grew from just two in 1905, in the cities of Charlotte and Durham, North Carolina, to 15 the following year, and 40 by 1907. By the end of 1910, there were Pepsi-Cola franchises in 24 states.

Pepsi-Cola's first bottling line resulted from some less-than-sophisticated engineering in the back room of Caleb's pharmacy. Building a strong franchise system was one of Caleb's greatest

achievements. Local Pepsi-Cola bottlers, entrepreneurial in spirit and dedicated to the product's success, provided a sturdy foundation. They were the cornerstone of the Pepsi-Cola enterprise. By 1907, the new company was selling more than 100,000 gallons of syrup per year.

Growth was phenomenal, and in 1909 Caleb erected a headquarters so spectacular that the town of New Bern pictured it on a postcard. Famous racing car driver Barney Oldfield endorsed Pepsi in newspaper ads as "A bully drink...refreshing, invigorating, a fine bracer before a race."
The previous year, Pepsi had been one of the first companies in the United States to switch from horsedrawn transport to motor vehicles, and Caleb's business expertise captured widespread attention. He was even mentioned as a possible candidate for Governor. A 1913 editorial in the Greensboro Patriot praised him for his "keen and energetic business sense."

Pepsi-Cola enjoyed 17 unbroken years of success. Caleb now promoted Pepsi sales with the slogan, "Drink Pepsi-Cola. It will satisfy you." Then came World War I, and the cost of doing business increased drastically. Sugar prices see sawed between record highs and disastrous lows, and so did the price of producing Pepsi-Cola. Caleb was forced into a series of business gambles just to survive, until finally, after three exhausting years, his luck ran out and he was bankrupted. By 1921, only two plants remained open. It wasn't until a successful candy manufacturer, Charles G. Guth, appeared on the scene that the future of Pepsi-Cola was assured. Guth was president of Loft Incorporated, a large chain of candy stores and soda fountains along the eastern seaboard. He saw Pepsi-Cola as an opportunity to discontinue an unsatisfactory business relationship with the Coca-Cola Company,

and at the same time to add an attractive drawing card to Loft's soda fountains. He was right. After five owners and 15 unprofitable years, Pepsi-Cola was once again a thriving national brand.

One oddity of the time, for a number of years, all of Pepsi-Cola's sales were actually administered from a Baltimore building apparently owned by Coca-Cola, and named for its president. Within two years, Pepsi would earn $1 million for its new owner. With the resurgence came new confidence, a rarity in those days because the nation was in the early stages of a severe economic decline that came to be known as the Great Depression.

1898 Caleb Bradham, a New Bern, North Carolina, pharmacist, renames "Brad's Drink," a carbonated soft drink he created to serve his drugstore's fountain customers. The new name, Pepsi-Cola, is derived from two of the principal ingredients, pepsin and kola nuts. It is first used on August 28.

1902 Bradham applies to the U.S. Patent Office for a trademark for the Pepsi-Cola name.

1903 In keeping with its origin as a pharmacist's concoction, Bradham's advertising praises his drink as "Exhilarating, invigorating, aids digestion."

1905 A new logo appears, the first change from the original created in 1898.

1906 The logo is redesigned and a new slogan added: "The original pure food drink." The trademark is registered in Canada.

1907 The Pepsi trademark is registered in Mexico.

1909 Automobile racing pioneer Barney Oldfield becomes Pepsi's first celebrity endorser when he appears in newspaper ads describing Pepsi-Cola as "A bully drink...refreshing, invigorating, a fine bracer before a race." The theme "Delicious and Healthful" appears, and will be used intermittently over the next two decades.

1920 Pepsi appeals to consumers with, "Drink Pepsi-Cola. It will satisfy you."

1932 The trademark is registered in Argentina.

1934 Pepsi begins selling a 12-ounce bottle for five cents, the same price charged by its competitors for six ounces.

1938 The trademark is registered in the Soviet Union.

1939 A newspaper cartoon strip, "Pepsi & Pete," introduces the theme "Twice as Much for a Nickel" to increase consumer awareness of Pepsi's value advantage.

1940 Pepsi makes advertising history with the first advertising jingle ever broadcast nationwide. "Nickel, Nickel" will eventually become a hit record and will be translated into 55 languages. A new, more modern logo is adopted.

1941 In support of America's war effort, Pepsi changes the color of its bottle crowns to red, white and blue. A Pepsi canteen in Times Square, New York, operates throughout the war, enabling more than a million families to record messages for armed services personnel overseas.

1943 The "Twice as Much" advertising strategy expands to include the theme, "Bigger Drink, Better Taste."

1949 "Why take less when Pepsi's best?" is added to "Twice as Much" advertising.

1950 "More Bounce to the Ounce" becomes Pepsi's new theme as changing soft drink economics force Pepsi to raise prices to competitive levels. The logo is again updated.

1953 Americans become more weight conscious, and a new strategy based on Pepsi's lower caloric content is implemented with "The Light Refreshment" campaign.

1954 "The Light Refreshment" evolves to incorporate "Refreshing Without Filling."

1958 Pepsi struggles to enhance its brand image. Sometimes referred to as "the kitchen cola," as a consequence of its long-time positioning as a bargain brand, Pepsi now identifies itself with young, fashionable consumers with the "Be Sociable, Have a Pepsi" theme. A distinctive "swirl" bottle replaces Pepsi's earlier straight-sided bottle.

1959 Soviet Premier Nikita Khrushchev and U.S. Vice-President Richard Nixon meet in the soonto-be-famous "kitchen debate" at an international trade fair. The meeting, over Pepsi, is photocaptioned in the U.S. as "Khrushchev Gets Sociable."

1961 Pepsi further refines its target audience, recognizing the increasing importance of the younger, post-war generation. "Now it's Pepsi, for Those who think Young" defines youth as a state of mind as much as a chronological age, maintaining the brand's appeal to all market segments.

1963 In one of the most significant demographic events in commercial history, the post-war baby boom emerges as a social and marketplace phenomenon. Pepsi recognizes the change, and positions Pepsi as the brand belonging to the new generation-The Pepsi Generation. "Come alive! You're in the Pepsi Generation" makes advertising history. It is the first time a product is identified, not so much by its attributes, as by its consumers' lifestyles and attitudes.

1964 A new product, Diet Pepsi, is introduced into Pepsi-Cola advertising.

1966 Diet Pepsi's first independent campaign, "Girlwatchers," focuses on the cosmetic benefits of the low-calorie cola. The "Girlwatchers" musical theme becomes a Top 40 hit. Advertising for another new product, Mountain Dew, a regional brand acquired in 1964, airs for the first time, built around the instantly recognizable tag line, "Ya-Hoo, Mountain Dew!"

1967 When research indicates that consumers place a premium on Pepsi's superior taste when chilled, "Taste that beats the others cold. Pepsi pours it on" emphasizes Pepsi's product superiority. The campaign, while product-oriented, adheres closely to the energetic, youthful, lifestyle imagery established in the initial Pepsi Generation campaign.

1969 "You've got a lot to live. Pepsi's got a lot to give" marks a shift in Pepsi Generation advertising strategy. Youth and lifestyle are still the campaign's driving forces, but with "Live/Give," a new awareness and a reflection of contemporary events and mood become integral parts of the advertising's texture.

1973 Pepsi Generation advertising continues to evolve. "Join the Pepsi People, Feelin' Free" captures the mood of a nation involved in massive social and political change. It pictures us the way we are-one people, but many personalities.

1975 The Pepsi Challenge, a landmark marketing strategy, convinces millions of consumers that Pepsi's taste is superior.

1976 "Have a Pepsi Day" is the Pepsi Generation's upbeat reflection of an improving national mood. "Puppies," a 30-second snapshot of an encounter between a very small boy and some even smaller dogs, becomes an instant commercial classic.

1979 With the end of the '70s comes the end of a national malaise. Patriotism has been restored by an exuberant celebration of the U.S. bicentennial, and Americans are looking to the future with renewed optimism. "Catch that Pepsi Spirit!" catches the mood and the Pepsi Generation carries it forward into the '80s.

1982 with all the evidence showing that Pepsi's taste is superior, the only question remaining is how to add that message to Pepsi Generation advertising. The answer? "Pepsi's got your Taste for Life!," a triumphant celebration of great times and great taste.

1983 The soft drink market grows more competitive, but for Pepsi drinkers, the battle is won. The time is right and so is their soft drink. It's got to be "Pepsi Now!"

1984 A new generation has emerged-in the United States, around the world and in Pepsi advertising, too. "Pepsi. The Choice of a New Generation" announces the change, and the most

popular entertainer of the time, Michael Jackson, stars in the first two commercials of the new campaign. The two spots quickly become "the most eagerly awaited advertising of all time."

1985 Lionel Richie leads a star-studded parade into "New Generation" advertising followed by pop music icons Tina Turner and Gloria Estefan. Sports heroes Joe Montana and Dan Marino are part of it, as are film and television stars Teri Garr and Billy Crystal. Geraldine Ferraro, the first woman nominated to be vice president of the U.S., stars in a Diet Pepsi spot. And the irrepressible Michael J. Fox brings a special talent, style and spirit to a series of Pepsi and Diet Pepsi commercials, including a classic, "Apartment 10G."

1987 After an absence of 27 years, Pepsi returns to Times Square, New York, with a spectacular 850-square foot electronic display billboard declaring Pepsi to be "America's Choice."

1988 Michael Jackson returns to "New Generation" advertising to star in a fourpart "episodic" commercial named "Chase." "Chase" airs during the Grammy Awards program and is immediately hailed by the media as "the most-watched commercial in advertising history."

1989 "The Choice of a New Generation" theme expands to categorize Pepsi users as "A Generation Ahead!"

1990 Teen stars Fred Savage and Kirk Cameron join the "New Generation" campaign, and football legend Joe Montana returns in a spot challenging other celebrities to taste test their colas

against Pepsi. Music legend Ray Charles stars in a new Diet Pepsi campaign, "You got the right one baby."

1991 "You got the Right one Baby" is modified to "You got the Right one Baby, Uh-Huh!" The "Uh-Huh Girls" join Ray Charles as back-up singers and a campaign soon to become the most popular advertising in America is on its way. Supermodel Cindy Crawford stars in an awardwinning commercial made to introduce Pepsi's updated logo and package graphics.

1992 Celebrities join consumers, declaring that they "Gotta Have It." The interim campaign supplants "Choice of a New Generation" as work proceeds on new Pepsi advertising for the '90s. Mountain Dew growth continues, supported by the antics of an outrageous new Dew Crew whose claim to fame is that, except for the unique great taste of Dew, they've "Been there, Done that, Tried that."

1993 "Be Young, Have fun, Drink Pepsi" advertising starring basketball superstar Shaquille O'Neal is rated as best in U.S.

1994 New advertising introducing Diet Pepsi's freshness dating initiative features Pepsi CEO Craig Weather up explaining the relationship between freshness and superior taste to consumers.

1995 In a new campaign, the company declares "Nothing else is a Pepsi" and takes top honors in the year's national advertising championship.

In the modern urban culture consumption of soft drinks particularly among younger generation has become very popular. Soft drinks in various flavors and tastes are widely patronized by urbane population at various occasions like dinner parties, marriages, social

get together; birthday celebration etc. children of all ages and groups are especially attracted by the mere mention of the word soft drinks.

With the growing popularity of soft drinks, the technology of its production, preservation, transportation and or marketing in the recent years has witnessed phenomenal changes.

The so-called competition for this product in the market is from different other brands. Mass media, particularly the emergence of television, has contribute to a large extent of the ever growing demand for soft drinks the attractive jingles and sport make the large audience remember this product at all times.

It is expected that with the sort of mass advertising, reaching almost the entire country and offering various varieties annual demand for the product is expected to rise sharply in the times to come.

In any marketing situation, the behavioral / environmental variables relating to consumers, competition and environment are constantly influx. The competitors in a given industry may be making many tactical maneuvers in market all the time. The may introduce or initiate an aggressive promotion campaign or announce a price reduction. The marketing man of the firm has to meet all these maneuver and care of competitive position of his firm and his brand in the market. The only route open to him for achieving this is the manipulation of his marketing tactics.

In todays highly competitive market place, three players have dom inated the industry; The New York based Pepsi Company Inc. The Atlanta based coca- cola and U.K. based Cadbury Schweppes.

Through the globe, these major players have been battling it out for a bigger chunk of the ever growing soft drink market. Now this battle has been evolved up to India too with the arrival of these three giants.

Soft drink industry is on amazing growth; ultimately these are only one person who will determine their fortunes. The Indian consumer. The real War to quench their thirst has just begun.

HISTORY OF SOFT DRINK IN NCR


The soft drink market in India is quite wide. The production of soft drink was started on 27th march, 1967 with the installation of a Coca-Cola bottling plant in Jamshedpur under the auspicious guidance of late industrialist Mr. Dhram Chand Kamani which was named as Steal City Beverages Pvt. Ltd.The company controlled the lions share in the soft drink market for nearly 10 years. Parle also en tere d this feeding NCR with the installation all bottling it in collaboration with Mr. Rajendra Poddar in the name of Orient Beverages Ltd.In 1997 with the advent of Janta Party Government it created trouble for Coca-Cola which let to the withdraw its operation from India. After the withdraw of Coca-Cola from India, the parle monopolize the soft drink market I NCR and took a lions share of the project from the industry even after Mc-Dowell pure drinks and local drinks entered into the market. They could not compete with Parle. Once again with the liberalization of economy in 1991, Pepsi Foods Ltd. entered in the Indian market. It shared its bottling of products in NCR by Steel City Beverages Company on the 24th march, 1991 owned by Kamanis in collaboration with the Birla Group which was once the bottling plant for Coca-Cola. Though Parle range of the products still capture a large share of NCRs soft drink market. Yet Pepsi range of product is giving a rough competition in all flavors i.e. Cola, Orange and Lemon.

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 advai1tage it entered before coke returned was considerable reduced by the onerous 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 adcampaign using the popular Hinglish, in the process slogans like yehi hai right choice baby Aha and yeh dil mange more become a part of Indias 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; thesis head quarters and hinter-land of metropolitan cities. Three, it showed a rare ability to not only survive, but grow through Indias tortuous policy twist and turns which threw many other MNCs 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 it own stuff over and pushed those aggressively wittl dealers, retailers and consumer. Right now, it can bark in its outstanding success inbuil, dinga brand that has become synonymous with soft drinks across the length and breadth of the country.

ABOUT THE ORGANISATION


With the liberalization of economy in 1991 about 13 years after the exit of Coca-Cola from Indian scene. An MNC globally known as Pepsi Foods Ltd. starting bottling products in NCR . Late D. N. Kamini installed this very bottling unit in 1969. the company entered the soft drink with the introduction of Coca-Cola and used to cater the market of Delhi U.P. Bihar, Bengal, Orissa and Nepal. The company was pioneer of soft drink in NCR. Due to urbanization and behavioral changes the number of soft drink consumers increased. The industrial city NOIDA was unable to meet the demand of supply as per the seasonally graph in NOIDA due to increase in the number of consumer. To fulfill the demand in that very PFL established plant in Industrial Area, In NOIDA. It is one of those bottling units of PFL which comes under FOBO (franchise Owned Bottling Operation).This plant was installed with and initials investment of RS.25crore.It started producing with its full capacity i.e 600 bottles per minute and it is the first plant in NOIDA producing with such capacity.

PRODUCT RANGE OF PEPSICO

There are Eight brands of Pepsi in India and they are differ in taste, flavor and also in their colours.

1.PEPSI
Pepsi is considered to be cold drink. It is generally preferred by all sections of consumer. This is a case cow brand for the company in terms of sales revenue.

2.MIRINDA
Mirinda is considered to be lemony in taste, and comes under the light drink.

3.7UP
7up is a good product at Pepsi and contains at lemon flavor.

4.MOUNTAIN DEW
Mountain dew is also consider to be a cold drink. It is light comperision to pepsi. It is preferred by all section of consumer but especially to teen-age. It is big source of company to cash its publicity

5.SLICE
SLICE MANGO, in slice cold drink no gas only based on juice. It is a non-aerated soft drink. It is preferred mostly Children & Women.

6.Tropicana
In Minute maid pupply orange cold drink no gas only based on orange juice. It is a non-aerated soft drink.

7.Eversses Soda
This is soda drink. It has no colour and no flavor. It is generally used with alcohol and used by adults.

8.Aquafina water
It is miniral water.

PRICE CHART

PRICING CHART

Out let Rate Pack Size 200ML 300ML 600ML 2000ML 250ML 500ML 1200ML 200ML Slice My Can Pepsi D Pcs 24 24 24 9 24 24 12 30 24 24 Rate 168 214 454 459 214 498 532 285 330 564 Per Pec Rate 7 9 19 51 9 21 44 10 14 23.50

C. Rate Rate 192 240 480 495 240 552 576 360 360 600 Per Pec Rate 8 10 20 55 10 23 48 12 15 25

ORGANISATION STRUCTURE

CHAPTER 3 THEORETICAL FRAME WORK OF TOPIC MEANING

A path through which goods and services flow in one direction (from vendor to the consumer), and the payments generated by them that flow in the opposite direction (from consumer to the vendor).

A distribution channel can be as short as being direct from the vendor to the consumer or may include several interconnected intermediaries such as wholesalers, distributors, agents, retailers. Each intermediary receives the item at one pricing point and moves it to the next higher pricing point until it reaches the final
buyer.

Also called channel of distribution.

IMPORTANCE OF THE STUDY

The title of the project is MARKETING SURVEY OF THE PRODUCT AND FLAVOUR PENETRATION AMONG DIFFERENT TYPE EATERY GROSSERY. The study brings the response of the customers. Their complaints, suggestions and requirements can be known by doing this project. The company will get information about the customers needs. So they can improve their products according to the customers needs. This study helps the organization to point out their weak points and to improve them. The company can improve their production and delivery. They should do the advertisement of their products very carefully as compare to their competitors.

CLASSIFICATION

The study of productivity in marketing has received much attention from researchers for many years. Productivity can be defined as the ratio of output to input. However, the definition of what constitutes channel output has been given various interpretations. This has created some confusion in the literature as to the true underlying meaning of channel output. This paper serves to eliminate the confusion by reviewing the literature on channel output. I classify channel output into physical units, sales or dollar value, value added, gross margin and distribution services. For each classification, its advantages and disadvantages are discussed. Major applications in the marketing literature are noted. Suggestions for future research are provided.

DETERMINANTS 3. AN EXPLORATION OF CHANNEL CHOICE DETERMINATION

From the analysis of existing research in the field of e- Government and related, relevant, fields, we can draw two major conclusions. First, we lack understanding of what factors are relevant in the e-Government context. Second, we dont know how the different factors interact. Although the relationships between the determinants is just as important as the factors itself, we decided to first explore the possible factors of this decision making process in the context of governmental services. The main question we tried to answer in this study is: What factors exist that determine the choice of a channel by a citizen for consultation or conversation purposes with governmental organizations? In this study we limit ourselves to consultation and conversation for two reasons. First, these are the modes in which citizens take the initiative for the interaction and second, in these modes citizens have a choice option for a certain channel, as opposed to other interaction modes, such as allocution, where the organization is the initiator and controller of the channel

ADVANTAGE

More than 100,000 technology resellers and solution providers rely on distributors in the United States alone, according to research compiled by the Global Technology Distribution Council. Distributors ship more than 2.5 million orders each month, often directly to users, while retaining the reseller's or solution provider's brand identity. The monthly communication between distributors and their channel customers involves approximately 1.5 million inbound and outbound phone calls. Millions of additional transactions take place over the Web, including order placement and round-the-clock information access. Distributors also handle approximately 200,000 technical support calls per month for channel sales. And the credit services we offer keep product flowing. For all we do for our business partners, distributors garner gross margins of around 5 percent and net pre-tax margins between one and two pointsan equation that clearly points to the incredible efficiency of the IT distribution business model. Manufacturers considering whether to bypass distribution would do well to ponder these efficiencies and myriad services before "insourcing" the many complex jobs we perform. Are you ready to handle a hundred times more orders? Is your credit department prepared to manage a diverse portfolio of sub-prime receivables? Are you ready to field scores of new sales representatives, support engineers, and customer service staff? These roles have been deftly managed by distributors as part of our natural evolution over the past two decades. Such services are core to our business model, which has withstood not only the test of time but also dramatic economic fluctuations and new competitive challenges. From the torrid pace of the '80s and '90s to the more moderate IT industry growth rates of today, distributors have proficiently adjusted costs and infrastructure based on changing conditions.

SAMPLE DESIGN
SAMPLE SIZE The number of respondents selected for the survey was 100.this was because of the time consistent. METHOD OF SAMPLING FIELD WORK The sample size was 100 people. The direction of the fieldwork was for 15to20 days. The respondents took approx. 15-20 min to fill up the questionnaire. Each respondent was personally met. PLAN OF ANALYSIS
The raw data collected directly from the respondents was first transcribed on a master analysis register. From the master analysis register the data was tabulated question wise, using simple mathematical and statistical techniques like addition, mean, frequency and percentage calculation. Ranking of factor in selection of the product and decision making process was also carried out using simple statistical techniques. By this method of the various objectives of the study could be thoroughly analyzed. Based on the analysis of the data collected from the respondents the findings of the study were interpreted and recommendations were given.

ADVANTAGES & DISADVANTAGES STRENGHT WEAKNESS

Higher sales Economies of scale Goodwill Steady Demand Launching new product Employment generation Support to press Customer education Research and Development Art and Culture

Higher prices Artificial living Monopoly Wastage of national resources Misleading customers

RESEARCH METHODOLOGY

Research is a common language refers to a search of knowledge. Research is scientific & systematic search for pertinent information on a specific topic, infect research is an art of scientific investigation. Research Methodology is a scientific way to solve research problem. It may be understood as a science of studying how research is dont scientifically. In it we study various steps that are generally adopted by researchers in studying their research problem. It is necessary for researchers to know not only know research method techniques but also technology.

The scope of Research Methodology is wider than that of research methods. The research problem consists of series of closely related activities. At times, the first step determines the native of the last step to be undertaken. Why a research has been defined, what data has been collected and what a particular methods have been adopted and a host of similar other questions are usually answered when we talk of research methodology concerning a research problem or study. The project is a study where focus is on the following points:

Types of outlet

Sr. No. 1 2 3

Sales Convenience shop Groceries shop Eaters

No. of Outlets 64 160 26

Interpretation: the maximum number of Outlets in the region surveyed is of convenience shops which includes kirana shops, departmental stores etc. it is followed by Groceries and then by eateries. 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.

MARKET SHARE

Product Pepsi-Cola Coca-Cola Others Total

% Share 42% 51% 7% 100%

Interpretation : There is dominancy of Coca-Cola in the soft drinks market. Pepsi is its chief competitor.

CREATE SALES PER DAY

Sales Per day One Crates Two Crates Three Crates

% Share 57.78 18.67 12.44

More than three 11.11 Crates Total 100%

Interpreta tion : Huge amount of retailers sale 1 crate per day and goes on decreasing with increasing number of crates sales per day, which is clearly depicted by above graph.

PERCENTAGE SHARE OF CHILLING EQUIPMENT :

Product Pepsi-Cola Coca-cola Others Totals

% Share 42% 51% 7% 100%

COOLING EQUIPMENT VISICOOLERS

Company Pepsi Coca-Cola Own

Qty. 86 132 00

%age 34.45 60.55 00

Interpreta tion : Pepsis visi coolers with retailers is in quit dooming situation. the visi cooler hold of Coca-Cola is far more dominating as depicted by above graph.

FRIDGE

Company Pepsi Coca-Cola Own

Qty. 02 12 65

%age 2.53 15.19 82.28

SALES EFFECTING MEDIA

MEDIA TELEVISION AGAZINES/NEWSPAPER S DISPLAY BOARD WALL PAINTINGES/HOLDING OTHER

%AGE 65% 10% 15% 10% 5%

INTERPRETATION; A NUMBER OF RETAILERS AGREED THAT TELEVISION IS AN EFFECTIVE TOOL FOR ADVERTISEMENT OF THE PRODUCTS FOLLCWED BY DISPLAY BOARDS AND WALL PAINTING ETC. AS IS CLEARLY DEPICTED BY ABOVE GRAPH.

SERVEY METHODOLOGY

This research involved a study, which was descriptive as well as explorative in nature it basically aims at gathering data about how the Pepsi scheme playing in mind of shopkeepers consumer.

METHOD OF DATA COLLECTION

THERE ARE TWO TYPE OF DATA

1. Primary data 2. Secondary data 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.

A. Servey instrument: Printed Questionnaire was used as the research instrument to collect the required information.

B. Area of surveys:

The survey was conducted in different location of patna city.

Sampling Plan: Sampling plan consists of:Sampling unit: The retailer of grocery shop, general store, betel shop, and medicine store was selected from different place of Patna. Sampling size: 150 0utlet. Sampling procedure: Simple random sampling procedure was followed Sampling method: Data were collect by retailer survey. The retailer is directly contacted and interviewed qt there retail counter.

(2) Secondary data collection: As secondary data were not available with shopkeepers as wall as stockiest, so these were collected from company record.

SWOT ANALYSIS

STRENGTHS

1. Improved quality control. 2. Latest technology 3. Heavy investment in both infrastructure and sales promotion campaigns. 4. Modified and attractive packaging. 5. Strong advertising network. WEEKNESS 1. Entire infrastructure needs a face-lift. 2. Unskilled labour. 3. Tight case policy. 4. Fear of retrenchment among the workers.

OPPORTUNITIES 1. Wide market. 2. Good rural market. 3. Direct distribution. THREATS

1. Stiff competition. 2. Illegal distribution done by some distributers.

3. Changing of consumer preference.

CHAPTER-IV

ANALYSIS AND INTERPRETATION

Q1. Do you drink soft drinks regularly?

1) Yes

2) No

Yes 70

No 30

Q2. Which flavor do you generally prefer?

Cola Orange Lemon Others

Cola 30

Orange 20

Lemon 30

Other 10

Q3.If Cola, which particular brand you like?

Pepsi Thums up Coco-cola

Pepsi 54

Thums up 30

Coca-cola 16

Q4. If Orange, which particular brand you like?

Miranda Fanta

Fanta 35

Miranda 65

Q5. If Lemon, which particular brand you like?

Dew Nimbooz Limca 7up Sprite

Dew 35

Nimbooz 5

Limca 28

7up 12

Spite 20

Q6. Why do you prefer a particular brand?

Taste More Gas Refreshing Advertisement

40

35

30

25

20 37
Taste 21 More Gas 37 Refreshing 26 Advertisement 16

15

26 10occasions you normally have soft drinks? Q7. On which 21

At Parties Market

Cinema Hall 0

Taste
School/Colleges

More Gas

Refreshing

At Party 10

Market 52

Cinema Hall 5

School/College 33

Q8. Are you Brand loyal?

Yes No

Yes 64%

No 36%

Q9. Do you prefer Pet bottles?

Yes No

60

50

40

30

20

Yes 57%
10

No 43%

0 Yes No

Q10. If yes, then why?

Take away bottles Economical More capacity Reusable

Take away bottles 70

More capacity 8

Reusable 22

SHARE OF PEPSI BRANDS IN COMPARISON TO COCO-COLA BRANDS

PEPSI V/S COCO COLA/ THUMSUP

Pepsi

Coca-Cola/Thumsup

Others

52%

40%

65

SPRITE V/S 7UP

Sprite 62%

7up 38%

66

MIRINDA V/S FANTA

Miranda 65%

Fanta 35%

67

7UP/LEMON V/S LIMCA

90

80

70

60

50

40

30

7up/Lemon 20 17%
10

Limca 83%

0 7up/lemon
68

lim

Slice v/s Mazza

Slice 54%

Mazza 46%

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AQUAFINA V/S KINLEY

Aquafina 45%

Kinley 55%

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CONCLUSION

The business of Soft Drink industry is significantly based upon the impulse buying, so it is very necessary to Merchandise products of PEPSI efficiently and present them in such a manner so that it can motivate the consumer and generate a thirst in consumer to consummate it.

Though, PEPSI has a strong position in NOIDA with the support of its efficient distribution network, aggressive marketing efforts and advertisements along with attractive schemes but there still exists potential market in Ghaziabad to be exploited and a suitable Weak Area Programme or the Strong Area Programme has to be formulated to improve its market share depending upon the area under consideration.

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Soft drink businesss behavior is not governed by brand loyalty so the emphasis is not only on creating the market but also on retaining it. The availability of the right brand and flavor pack, at the right place, at the right time is a key for winning the customer in soft drink business. Keeping these facts in mind it becomes very important to treat the retailers with concern and satisfy them by various measures and so that they are loyal towards PEPSI. Public relation is also critically important in this industry.

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FINDING
THE MOST POPULAR FLAVOURIN THE MARKET IS PEPSI. PEPSI IS MARKET LEADER AND COCA-COLA IS THE MARKET

CHALLENGER IN THE WHOLE MARKET WHERE I HAVE SURVEYED. FROM THE PEPSICO PRODUCTS PEPSI AND THE COCA-COLA PRODUCTS THUMS UP IS THE HIGHEST SELLING IN THE MARKET. PEPSI IS THE MARKET LEADER IN OVERALL MARKET. IN SOME AREAS LIKE KHATAN MARKET THE SUPPLY OF COCA-COLA IS BETTER THAN PEPSI. IN THE CASE OF MINERAL KINLEY IS SELLING MORE THAN AQUAFINA. I HAVE FOUND THAT A RETAILER GIVES MORE PREFENCE TO THE PEPSICO PRODUCTS LIKE PEPSI, MOUNTAIN DEW, SLICE, MIRINDA, TROPICANA, 7UP. SALES HAVE INCREASED AFTER LOCATING VISI COOLER OUTSIDE OF OUTLET. THE COMPANY NEW CONCEPT PRE-SALE GOT THE GOOD RESPONSE MEANS THE CONCEPT OF PRE-SALE PREFERS BY THE RETAILERS.

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ACCORDING TO THIS SURVEY IN 80% OUTLETS PRE-SALE RESPONDED WELL WHILE IN 20% OUTLETS RESPONDS WAS LOW. THE NEW PRODUCT OF PEPSI, MINUTE MAID HAS A BIG FLOP IN THE NOIDA CITY. THE COMPANY HAS INTRODUCED A 1.25 LTR PACK FOR THE LOWER CLASS FAMILY. THE STORE IS CATEGORISED ON THE BASIS OF THEIR, IT MEANS DIAMOND, GOLD, SILVER. IN THE CASE OF THE SCHEME COCA-COLA IS PROVIDING MORE SCHEMES THAN THE PEPSI. RETAILERS DO NOT GET THE COMPANYS ACTUAL SCHEME. SOME AGENCIES MAKE FAKE BILLS BY WHICH THEY TRY TO EARN PROFIT WHILE IT IS ILLEGAL. PRODUCTS ARE SOLD OUT OF ARES BY DISTRIBUTOR TO SAVE THE SCHEMES. IF RETAILERS COMPLAINTS REGARDING DISCOUNTING & TRADE SCHEME THAN HE IS NOT RESPONDED PROPERLY. DISTRIBUTORS HAVE NOT MAINTAINED PROPER STOCK SO THAT RETAILERS DO NOT GET ALL THE PRODUCTS BY WHICH SALE, DISCOUNTING & TRADE SCHEMES ARE EFFECTED.

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THERE IS COMMUNICATION GAP IN DISTRIBUTION CHANNEL SO RETAILERS ARE NOT GETTING ADVANTAGES OF DISCOUNTING & TRADE SCHME. IN OFF SEASON, WHEN SALE OF COKE PRODUCTS IS REDUCED IN COMPARISON OF SEASON. THEN RETAILERS WANT MORE SCHEMES.

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Suggestions

The above study elicits the fact that sales department of NOIDA Beverages Pvt. Ltd. Should introduce some changes in its marketing activities to make it more rational.

1. As the most of the dealers 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 & time-to-time proper check is required.

2. Exclusive outlets are loosing because of irresponsible salesmen and their improper
behavior.

3. Grievances of dealers & consumers often do not reach to the concern authority. 4. The number of visicooler & signage should be increased. 5. The number of vans should be increased so that total outlets, might be covered
properly.

6. A healthy relationship should be developed by the companys executives with the


dealers.

7. Company should develop policy, so that the soft drinks are made available at all the
outlets during the peak seasons & not let the opportunity pass by.

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8. Company Should make fridge available at maximum outlets, so the chilled soft
drinks could be provided to the customers, because in the soft drink 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.

9. New policy of the company should be introduced before the competitors launch those
policies.

10. Hoardings bills & wall paintings should be display in the inner part of urban areas
has more growth potential in terms of sales.

11. The distributors should keep literate & experienced salesman, because they can
convince to retailers easily and sold out product in the market.

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BIBLIOGRAPHY:

1. Malhotra, Naresh K. Marketing research and applied orientation, (2010), Prentice Hall, New Delhi, Vol.5, pp.613-623, pp.468. 2. Kotler, Philip and Armstrong, Gary, Principles of marketing, Pearson Publication. 3. Robbins, Stephen P. Organizational Behavior, (2006), Pearson Publication.
Website: 1. http://www.scribd.com/doc/21528450/Pepsico-Final-Ppt 2. 3. 4. 5. 6. http://www.scribd.com/doc/21528551/SURVEY-OF-VISI-PURITY-CHARGING www.rjcorp.in www.pepsiindia.com www.pepsizone.com http://www.ics.purdue.edu/~pbawa/421/pepsi%20cola%20pest%20case%20study.htm

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CHAPTER -7 QUESTIONNAIRE

NAME OF THE SHOP/OUTLET: -----------------------ADRESS/LOCATION : --------------------------------Types of Outlet : (a) Convenience Shop (b) Groceries Shop (C) Eateries Q1. Which brand of soft drinks you deal in (a)Pepsi (b)Coca Cola (c)Other (d)Mix (Q)2 Which brand of coke provides you better facility ? (a) Pepsi (b) Coca Cola (C) Both (Q)3 How many crates of Pepsi you sell /day ? (a)1crate (b)2 crate ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( ) ( )

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(c) 3 crate (d) more than 3 (Q)4 Which companys signage you have in your outlet ? (a)Pepsi (b) Coca-cola (c) both (d) no signage (Q)5 Which companys visi cooler you have in your outlet? (a)Pepsi (b)Coca-cola (c)Both (d)Own (e)Mixed Q6 Which medium effects the sales most ? (a) Television (b) Magazines/newspaper (c) Display (d) Wall painting/hoardings

( ) ( )

( ) ( ) ( ) ( )

( ) ( ) ( ) ( ) ( )

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Q7 Do you think that aggressive advertising further increase the sale volume ofof pepsi (a) Yes (b) No (Q)what kinds of promotional activities effect sales mostly (a)free bottle scheme (b)prize (c)Discount rate (d) other Q9.Your recommendations for further sales mostly __________________________________________________________________________________ __________________________________________________________________________________ _________________________________ (Q)10. Any suggestion for batterment of pepsi. _______________________________________________________________

Thank You.

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REFERENCES

AGRAWAL P.K. MARKETING MANAGEMENT BY, PRAGATI. KOTLER PHILIP,MARKETING MANAGEMENT,13TH EDITION, PRENTICE HALL OF INDIA PVT.LTD. .RONALD S. RUBIN DAVID J. LUCK, MARKETING RESEARCH. PUBLICATION,MEERUT. NEWS PAPER &MAGAZINES .ECONOMIC TIMES .BUSINESS STANDARD .BUSINESS WORLD .BROCHURES &PAMPHLETS . VISUL ADS OF PEPSI. .PRODUCT CATALOGUE .ANNUAL REPORT OF PEPSICO WEBSITES: WWW.PEPSIINDIA.COM

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