A SUMMER TRAINING PROJECT REPORT ON

ANALYSIS OF ANTI PEPSI BEHAVIOUR OF

RETAIL OUTLETS
SUBMITED TOWARDS PARTIAL FULFILMENT OF

POST GRADUATE DIPLOMA IN MANAGEMENT


SUBMITTED BY-
PRADEEP PANKAJ SINGH
PGDM(2008-10)
ENROLMENT NO-2029742128.
FACULTY GUIDE INDUSTRY GUIDE
MR. VISHAL AGGARWAL MR. RAVEND BIJLANI
ASSOCIATE PROFESSOR C.E. SHULA SALES
BLS INSTIUTE OF MANAGEMENT PEPSICO HOLDINGS INDIA
LIMITED! LUCNO"!

BLS INSTITUTE OF
MANAGEMENT

1

Opposi t e Mohan Meaki n Fact ory,
Mohan Nagar, Ghazi abad.
PREFACE
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2

ACKNOWLEDGEMENT
"+/# +**$3,$ %.$),0&$! I -'0.2 .+8$ /' %&$,$3/ /#+, %&'6$1/ &$%'&/ 4'&
Pep#"( H()*!+# I!*' L,$e*. I/ #), 5$$3 )3 $3&+1#+3( $;%$&+$31$ 4'& *$ /'
032$&(' *9 ,0**$& /&)+3+3( )/ PEPSI! -#+1# -'0.2 3'/ #)7$ %',,+5.$ -+/#'0/
/#$ (''2-+.. )32 ,0%%'&/ '4 /#$ %$'%.$ )&'032. A, ) ,/02$3/ '4 BLSIM I -'0.2
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%&)1/+1). /&)+3+3( %&'(&)**$.
"'&2, )&$ +3,044+1+$3/ /' $;%&$,, *9 (&)/+/02$ /'-)&2 Mr. R'-e!*
B.)'!! /#$ C0,/'*$& E;$10/+7$ '4 S#08.) S).$,! L0183'-! Mr. V#%')
A++'r/') P&'6$1/ G0+2$ )32 Mr. K0)*eep K'0) (M)&8$/+3( H$)2 '4
D$%)&/*$3/ O4 BLSIM)
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T#)38+3( Y'0
Pr'*eep P'!1'. S!+%
E!r()),e!$ N(. 2324562728

?

DECLARATION
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Pr'*eep P'!1'. S!+%

4



INDE:

Sr.N(. C(!$e!$ P'+e N(.
1. E;$10/+7$ S0**)&9 A
2. O56$1/+7$ '4 S0**$& T&)+3+3( 7
?. I3/&'201/+'3 '4 P&'6$1/ 8
4.

H+,/'&9 '4 C'*%)39 9-11
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7. P&'6$1/ A3).9,+, 49-A1
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9. C'31.0,+'3 A?
10. D0$,/+'33)+&$ A4
11. B+5.+'(&)%#9
AB
B

EXECUTIVE SUMMARY
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'4 M)3)($*$3/ M'#)3 N)()&! G#):+)5)2. I 2+2 *9 ,0**$& +3/$&3,#+% /&)+3+3(
+3 P$%,+1' H'.2+3(, I32+) L+*+/$2 ) FMCG ,$1/'& 1'*%)39. M9 %&'6$1/ /+/.$ +,
>ANALYSIS OF ANTI PEPSI BEHAVIOUR OF RETAIL OUTLET.
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'4 &$/)+. '0/.$/, 032$& /#$ 2+,/&+50/'&,#+% '4 S#08.) S).$,! ,+/)%0& &')2! .0183'-.

A

I3 /#+, %&'6$1/ I ,0&7$9$2 +3 )&$), '4 S#08.) S).$, )32 ),8$2 ,$.$1/$2 @0$,/+'3,
/' /#$ '0/.$/ '-3$&, -#' -$&$ $+/#$& 3'/ ,$..+3( %$%,+ %&'201/, '& ,$..+3( +3 7$&9
.$,, @0)3/+/9.
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P$%,+ ,#'0.2 032$&,/)32 /#$ $;%$1/)/+'3, '4 %$'%.$ I4 '3$ -)3/, /' (&'- +3
FMCG ,$1/'& '3$ ,#'0.2 8$$% /#$ 4'..'-+3( 4)1/'&, +3 *+32 /#)/ /#$ %&'201/, )&$
$),+.9 )7)+.)5.$ /' /#$ 1'3,0*$&,! /' +*%&'7$ /#$ @0).+/9 '4 %&'201/, 4&'* /+*$ /'
/+*$! 1'*%$/+/+7$ ,$&7+1$, ,#'0.2 5$ %&'7+2$2 /' /#$ &$/)+.$&,! /#$ %&+1$ '4 /#$
%&'201/ ,#'0.2 5$ .'- )32 .),/ 50/ 3'/ /#$ .$),/ /#$ 7+,+5+.+/9 )32 /#$ %&'*'/+'3).
,/&)/$(9 ,#'0.2 5$ ,01# /#)/ +/ #+/, %$'%.$<, *+32.

OBJECTIVE OF THE SUMMER TRAINING
TOPIC : - Analysis of Ani P!"si B!#a$io%& of #! R!ail
O%l!s'

7

During my summer training I have worked on the topic Analysis of
Ani P!"si B!#a$io%& of #! R!ail O%l!s'
In Pepsi Co India Holding Pvt. Ltd the work of Anti Pepsi Outlet urvey
was given to me . I have done this survey keeping in mind the following
o!"ectives
which I have mentioned !elow
tudy those outlets which are not promoting Pepsi products in the area
covered in hukla ales# Lucknow
$o analy%e the reasons of not selling Pepsi at retailers level.
$o study the retailers satisfaction.
$o &nd out the ways to enhance the sale of Pepsi.
INTRODUCTION

8

Beverage industry is one of the fast growing industries in India .it
can be divided into two sections i.e. carbonated and non-carbonated. the
carbonated drinks that can be further classified into cola, lemon orange,
mango and apple segments.
Marketing includes all the activities like promotion, distribution,
advertising etc. To fulfill all the segments of consumers. Marketing is also
to convert social needs into profitable opportunities. So this topic provides
all the essentials to theoretical knowledge with practical knowledge and to
inculcate the efficiency. it is also reuirement for the company to improve
their service and product uality for achieving their ultimate goal.
!s far as the soft drink market is concerned, it is facing the cut
throat competition because of the availability of a large number of indirect
as well as direct competitors. Single company offers the soft drink to the
market in different taste and flavors. In this industry entire range of flavors
are produced by other competitors also. More often it becomes
impossible to differentiate between the same flavors of two different
brands, when served in plane container, range also. !ll these factors
together make the situation complicated. besides both corresponding
brands have the similar price.

COMPAN()S HISTOR(

9

BEVERAGES
P!"si Cola Co*"any
Cale! 'radham# a (ew 'ern# (.C. druggist who &rst formulated Pepsi)
cola# founded Pepsi Co.*s !everage !usiness at the turn of the century i.e. in
the year +,-.. A young phannacist Called 'radham !egan e/perimenting
in +,-. as a cure for dyspepsia 0indigestion1 with com!ination of spices# +
"uices and syrups and created a refreshing new drink to serve his customer.
He succeeded !eyond all e/pectations as he invented the new !everage now
known around the world as 2P3PICOL32
In +-.4# he launched the Pepsi Cola Company in the !ack room of
pharmacy# and applied to 5.. patient o6ce for $rade 7ark. $he !usiness
!egan to grow and on 8une +9#+--:# Pepsi)Cola trademark was o6cially
registered with 5.. o6ce. 'radham !elieved marketing would e the key to
P3PI)COLA prosperity and in his &rst year of !usiness he spent ;+-.. on
advertising when he sold <.#... liters of syrup. In +-.= he !uilt Pepsi &ts
!ottling plant. $hree more plants followed soon and in +-.># he was selling
=.#... liters year.
$rou!les started at the end of the ?irst @orld @ar when 'radham over
stocked sugar at high price# which su!seAuently dipped in +-4.. 'y +-44# the
company was insolvent !y +-4:# it went !ankrupt and 'radham returned to
pharmacy.
In +-:+# the company went !ankrupt for the second time. At this time
charless Broth# president of a giant candy company !oth the trademark. His
success came when he oCered a +4)ounce !ottle at = cent while other colas
were sold at the same price in 9 ounce !ottles. In +-:9# Pepsi has a ;4 million
net pro&t.
$oday consumers spend a!out ;:+ !illion on Pepsi)Cola !everages.
'rand Pepsi and other Pepsi)Cola products)including Diet Pepsi# >5P Pepsi
'lue# 7ountain Dew# slice and 7ugvrands) Account for nearly one third of
total soft drink sales in the 5nited tates# a consumer marker totaling a!out
;=9 !illion.
In +--4 Pepsi)Cola formed a partnership with $homas 8. Liption Co.
$oday Liption is the !iggest selling ready to drink tea !rand in the 5nited
tates. Outside the 5nited tates# Pepsi)Cola CompanyDs soft drink operations
include the !usiness of even) up InternationalE Pepsi)Cola !everages are
availa!le in a!out +>. countries.
Pepsi)Cola !egan selling it products internationally in +-:< with its
operations in Canada. Operations grew rapidly !eginning in the +-=.s. $oday
Pepsi)Cola products account for a!out a Auarter of all soft drinks sold
internationally. In addition to !rands marketed in the 5nited tates# 7a"or

10

products include 7irinda and Pepsi 7a/.
Pepsi)Cola provides advertising# marketing# sales and promotional
support to Pepsi)Cola !ottles and food service customers. $his includes some
of the world loved and most recogni%ed advertising. (ew advertising and
e/citing promotions keep Pepsi)Cola !rands young.
In +-<.# history was made when the &rst advertising "ingle was
!roadcast nationally. $he "ingle was 2(ickel (ickel2 an advertisement for Pepsi
Cola that referred to the price of Pepsi and the Auantity for that price. 2(ickel
(ickel2 !ecame a hit record and was recorded into &fty)&ve languages.
In +-9<# Diet Pepsi was introduced.
THE BUSINESS
PepsiCo. Has a worldwide operation in : &elds
(on Alcoholic !everage
nack ?oods.
?ruit 8uices
P!"si +o*"any "&o,l!
P!"siCo is a -o&l. l!a.!& in +on$!ni!n sna+/s0 foo.s an.
1!$!&a2!s0 -i# &!$!n%!s of *o&! #an 345 1illion an. o$!&
6780999 !*"loy!!s:
PepsiCo is a world leader in convenient snacks# foods and !everages#
with
revenues of more than ;:- !illion and over +,=#... employees.
$he company consists of PepsiCo Americas ?oods 0PA?1# PepsiCo
Americas 'everages 0PA'1 and PepsiCo International 0PI1.
PA? includes ?rito)Lay (orth America# Fuaker ?oods (orth America and all
Latin America food and snack !usinesses# including a!ritas and Bamesa
!usinesses in 7e/ico. PA' includes PepsiCo 'everages (orth America and all
Latin American !everage !usinesses. PI includes all PepsiCo !usinesses in the
5nited Gingdom# 3urope# Asia# 7iddle 3ast and Africa. PepsiCo !rands are
availa!le in nearly 4.. countries and generate sales at the retail level of
more than ;-, !illion.

11

ome of PepsiCoDs !rand names are more than +..)years)old# !ut the
corporation is relatively young. PepsiCo was founded in +-9= through the
merger of Pepsi)Cola and ?rito)Lay. $ropicana was acAuired in +--, and
PepsiCo merged with $he Fuaker Oats Company# including Batorade# in
4..+.
PepsiCo oCers product choices to meet a !road variety of needs and
preference )) from fun)for)you items to product choices that contri!ute to
healthier lifestyles.
PepsiCo*s mission is H$o !e the worldDs premier consumer products
company focused on convenient foods and !everages. @e seek to produce
healthy &nancial rewards to investors as we provide opportunities for growth
and enrichment to our employees# our !usiness partners and the
communities in which we operate. And in everything we do# we strive for
honesty# fairness and integrity.I
S#a&!#ol.!&s
PepsiCo 0sym!olJ P3P1 shares are traded principally on the (ew Kork
tock 3/change in the 5nited tates. $he company is also listed on the
Chicago and wiss stock e/changes. PepsiCo has consistently paid cash
dividends since the corporation was founded.
Co&"o&a! Cii;!ns#i"
At PepsiCo# we !elieve that as a corporate citi%en# we have a
responsi!ility to contri!ute to the Auality of life in our communities. $his
philosophy is e/pressed in our sustaina!ility vision which statesJ HPepsiCo*s
responsi!ility is to continually improve all aspects of the world in which we
operate L environment# social# economic )) creating a !etter tomorrow than
today.I
Our vision is put into action through programs and a focus on
environmental stewardship# activities to !ene&t society# and a commitment
to !uild shareholder value !y making PepsiCo a truly sustaina!le company.
P!"siCo H!a.<%a&!&s
PepsiCo @orld HeadAuarters is located in Purchase# (ew Kork#
appro/imately <= minutes from (ew Kork City. $he seven)!uilding
headAuarters comple/ was designed !y 3dward Durrell tone# one of
AmericaDs foremost architects. $he !uilding occupies +. acres of a +<<)acre
comple/ that includes the Donald 7. Gendall culpture Bardens# a world)
acclaimed sculpture collection in a garden setting.
$he collection of works is focused on ma"or twentieth century art# and
features works !y masters such as Auguste Modin# Henri Laurens# Henry
7oore# Ale/ander Calder# Al!erto Biacometti# Arnaldo Pomodoro and Claes
Olden!erg. $he gardens originally were designed !y the world famous garden
planner# Mussell Page# and have !een e/tended !y ?ranNois Bo6net. $he

12

grounds are open to the pu!lic# and a visitorDs !ooth is in operation during the
spring and summer.
PEPSICO BEVERAGES NORTH AMERICA =PBNA>

PepsiCo*s !everage !usiness was founded +,-, !y Cale! 'radham# a
(ew 'ern# (orth Carolina druggist# who &rst formulated Pepsi)Cola.
$oday# 'rand Pepsi is part of a portfolio of !everage !rands that includes
car!onated soft drinks# "uices and "uice drinks# ready)to)drink teas and coCee
drinks# isotonic sports drinks# !ottled water and enhanced waters. P'(A has
well known !rand such as 7ountain Dew# Diet Pepsi# Batorade# $ropicana
Pure Premium# AAua&na water# ierra 7ist# 7ug# $ropicana "uice drinks#
Propel# o'e# lice# Dole# $ropicana $wister and $ropicana eason*s 'est.
P'(A manufactures and sells concentrate for some of these !rands to
licensed !ottlers# who sell the !randed products to independent distri!utors
and retailers. P'(A provides advertising# marketing# sales and promotional
support for its !rands. $his includes some of the worldDs !est)loved and most)
recogni%ed advertising.
In +--4 P'(A formed a partnership with $homas 8. Lipton Co. to selling
ready)to)drink tea !rands in the 5nited tates. Pepsi)Cola also markets
?rappuccino ready)to)drink coCee through a partnership with tar!ucks.
$ropicana was founded in +-<> !y Anthony Mossi as a ?lorida fruit packaging
!usiness. In +-=< Mossi pioneered a pasteuri%ation process for orange "uice.
?or the &rst time# consumers could en"oy the fresh taste of pure not)from)

1?

concentrate +..O ?lorida orange "uice in a ready)to)serve package. $he
"uice# $ropicana Pure Premium# !ecame the company*s Pagship product.
PepsiCo acAuired $ropicana# including the Dole "uice !usiness# in August
+--,.
o'e !ecame a part of P'(A in 4..+. o'e manufactures and markets
an innovative line of !everages including fruit !lends# energy drinks# dairy)
!ased drinks# e/otic teas and other !everages with her!al ingredients.
Batorade thirst Auencher sport drinks was acAuired !y $he Fuaker Oats
Company in +-,: and !ecame a part of PepsiCo with the merger in 4..+.
Batorade is the &rst isotonic sports drink. Created in +-9= !y researchers at
the 5niversity of ?lorida for the schoolDs foot!all team# 2$he Bators#2
Batorade is now the worldDs leading sportDs drink.
PepsiCo 'everages (orth America includes the 5nited tates and Canada.

LATIN AMERICA BEVERAGES
$he Latin Americas 'everage !usiness features a powerful suite of
powerhouse !rands and distinct products tailored for the market. Batorade
outsells the nearest competitor more than &ve to one and# in ao Paulo)))>5P
H4OhQ ))) a lightly car!onated# is dominating the competition in its lead
market.
P!"siCo A*!&i+as Foo.s
FRITO-LA( NORTH AMERICA
PepsiCoDs snack food operations had their start in
+-:4 when two separate events took place. In an Antonio# $e/as# 3lmer
Doolin !ought the recipe for an unknown food product L a corn chip L and
started an entirely new industry. $he product was ?ritos !rand corn chips# and
his &rm !ecame the ?rito Company.
$hat same year in (ashville# $ennessee# Herman @. Lay started a
!usiness distri!uting potato chips. 7r. Lay later !ought the company that
supplied him with product and changed its name to H.@. Lay Company. $he
?rito Company and H.@. Lay Company merged in +-9+ to !ecome ?rito)Lay#
Inc.

14

7a"or ?rito)Lay products include Lay*s potato chips# Doritos Pavored
tortilla chips# $ostitos tortilla chips# Cheetos cheese Pavored snacks# ?ritos
corn chips# MuRes potato chips# Mold Bold pret%els# un Chips multigrain
snacks# 7unchies snack mi/# Lay*s ta/ potato crisps# Cracker 8ack candy
coated popcorn and Bo nacks. ?rito)Lay also sells a variety
of
!randed dips# Fuaker ?ruit S Oatmeal !ars# Fuaker Fuakes corn and rice
snacks# Brandma*s cookies# nuts and crackers.
?rito)Lay (orth America includes Canada and the 5nited tates

?UA@ER FOOAS NORTH AMERICA
$he Fuaker Oats Company was formed in +-.+ when several American
pioneers in oat milling came together to incorporate. In Mavenna# Ohio# Henry
D. eymour and @illiam Heston had esta!lished the Fuaker 7ill Company.
$he &gure of a man in Fuaker clothes !ecame the &rst

1B

registered trademark for !reakfast cereal and remains the hallmark for
Fuaker Oats today.
In Cedar Mapids# Iowa# 8ohn tuart and his son# Mo!ert# and their
partner# Beorge Douglas# operated the largest cereal mill of the time.
?erdinand chumacher# known as 2$he Oatmeal Ging#2 had founded Berman
7ills American Oatmeal Company in +,=9.
Com!ining $he Fuaker 7ill Company with
the tuart and chumacher !usinesses !rought together the top oats milling
e/pertise in the country as $he Fuaker Oats Company.
$he &rst ma"or acAuisition of the company was Aunt 8emima 7ills
Company in +-49# which is today the leading manufacturer of pancake mi/es
and syrup. Batorade was acAuired in +-,:.
In +-,9# $he Fuaker Oats Company acAuired the Bolden Brain
Company# producers of Mice)A)Moni.
PepsiCo merged with $he Fuaker Oats Company in 4..+.


1A

LATIN AMERICA BEVERAGES
$he Latin Americas ?oods !usiness includes operations in 'ra%il#
Argentina# Colom!ia# Peru and Tene%uela. $his !usiness continues to grow
organically and through acAuisitions like the Lucky snacks !usiness in 'ra%il.
PEPSICO INTERNATIONAL
PepsiCo International includes all PepsiCo
!usinesses in the 5nited Gingdom# 3urope# Asia# 7iddle 3ast and Africa.
Pepsi)Cola !egan selling its products outside the 5nited tates and Canada in
the mid)+-:.s# opening in the 5nited Gingdom in +-:9. Operations grew
rapidly !eginning in the +-=.s. $oday# PepsiCo !everages are availa!le in
more than +>. countries and territories. 'rands include AAua&na# Batorade
and $ropicana.
In addition to !rands marketed in the 5nited tates# PepsiCo International
!rands include 7irinda# even)5p and many local !rands.

17


PepsiCo !egan its international snack food operations in +-99. $oday#
products are availa!le in nearly +>. countries. Often PepsiCo snack food
products are known !y local names. $hese names include Bamesa and
a!ritas in 7e/ico# @alkers in the 5nited Gingdom# imths in Australia#
7atutano in pain# 3lma Chips in 'ra%il# and others. $he company markets
?rito)Lay !rands on a glo!al level# and introduces uniAue products for local
tastes.
P!"siCo: Has a -o&l.-i.! o"!&aion in 4 ,!l.s
Non Al+o#oli+ 1!$!&a2!
Sna+/ Foo.s:
F&%i J%i+!s
P!"siCo In.ia Hol.in2s P&i$a! Li*i!.
PepsiCo# the world leader in convenient foods and !everages#
welcomes you to a community of over +=>#... employees spread over more
than 4.. countries and territories across the glo!e with annual revenues in
e/cess of ;:: !illion. As part of its sustaina!le development initiatives#
PepsiCo India has !een a committed leader in the promotion of rain water
harvesting# water conservation recycling and the reduction of eRuent
discharge. $hus# we seek to produce healthy &nancial rewards to investors as
we provide opportunities for growth and enrichment to our employees# our
!usiness partners and the communities in which we operate. And in
everything we do# we strive for honesty# fairness and integrity.
Co*"any Fa+s
Co*"any Na*!:
PepsiCo India Holdings Private Limited
In.%s&y:

18

?ood S 'everage U Catering U Mestaurant
Ty"! of Co*"any:
Private Limited Company# ?oreign 'ased Company
Lo+aion:
DL? Corporate Park# 'lock# Futa! 3nclave# Phase III Burgaon +44 ..4
Hiso&y
?ounded in +-9= through the merger of Pepsi)Cola and ?rito)Lay#
PepsiCo entered India in +-,- and in the span of a little more than a decade#
has grown to !ecome the country*s largest selling soft drinks company as
well as dominant player in the snack food segment 0?rito)Lay is the leader in
the !randed potato chips market1. $o support the operations are the group*s
:, !ottling plants in India# of which +9 are company owned and 44 are
franchisee owned.
P&o.%+ an. S!&$i+!s
PepsiCo*s mission is to !e the world*s premier consumer Products
Company focused on convenient foods and !everages. $he company seeks to
produce healthy &nancial rewards to investors as it provides opportunities for
growth and enrichment to its employees# !usiness partners and the
communities in which it operates. PepsiCo now has many glo!al !rands#
which includeJ Pepsi)Cola# Diet Pepsi# 7ountain Dew 0Diet S Megular1#
Batorade# @alkers# Lays Potato Chips# Doritos $ortilla Chips# $ropicana Pure
Premium Orange 8uice# >)5P 0Outside 5A1# Cheetos Cheese ?lavoured
nacks# Fuaker Cereals# AAua&na 'ottled @ater# MuRes Potato Chips#
7irinda# $ostitos $ortilla Chips# ierra 7ist 0Diet S Megular1 and ?ritos Corn
Chips.
Culture and Talues
O%& G%i.in2 P&in+i"l!s:
@e always strive to Care for customers# consumers and the world we
live in. @e are driven !y an intense# competitive spirit in the marketplace# !ut
we direct this spirit towards solutions that achieve a win for each of our
constituents as well as a win for the corporation. $he test of our standards is
that we must !e a!le to personally endorse our products without reservation
and consume them ourselves. $his principle e/tends to every part of the
!usiness# from the purchasing of ingredients to the point where our products
reach the consumer*s hands.
peak with truth and candor. @e speak up# telling the whole picture# not "ust
what is convenient to achieving individual goals. In addition to !eing clear#
honest and accurate# we take responsi!ility to ensure our communications
are understood.

19

'alance short term and long term. @e make decisions that hold !oth short)
term and long)term risks and !ene&ts in !alance over time. @ithout this
!alance# we cannot achieve the goal of sustaina!le growth.
@in with diversity and inclusion. @e leverage a work environment that
em!races people with diverse !ackgrounds# traits and diCerent ways of
thinking. $his leads to innovation# the a!ility to identify new market
opportunities# all of which helps develop new products and drives our a!ility
to sustain our commitments to growth through empowered people.
Mespect others and succeed together. $his company is !uilt on individual
e/cellence and personal accounta!ility# !ut no one can achieve our goals !y
acting alone. @e need great people who also have the capa!ility of working
together# whether in structured teams or informal colla!oration. A spirit of
fun# our respect for others and the value we put on teamwork make us a
company people en"oy !eing part of# and this ena!les us to deliver world)
class performance
PEPSI COLA INTERNATIONAL SRATEG(
?ocus on 'usiness growth
$arget core !rands
atisfy 7arket Priorities

P!"siBs Glo1al S&a!2y
@hen the 2KouDre in the Pepsi Beneration2
advertising campaign launched in +-9:# it may have !een the &rst time a
!rand was marketed primarily with an association to its consumersD
aspirational attitudes. A decidedly youth)oriented strategy# the campaign
hoped to hook young 'a!y 'oomers while they were still young. In +-,<
Pepsi launched another long)running campaign# 2$he Choice of a (ew
Beneration#2 and in +--> they de!uted the 2Beneratio(e/t2 concept.

20

$he newest campaign slogan# introduced this year# is 27ore Happy#2
which de&nitely coincides with one concrete e/ample of 2more2 in the
packaging of Pepsi products todayVmore designs. 7any more. At least :=
distinct design ideas will grace the packaging of PepsiDs cans and !ottles this
year alone# and this design strategy may continue inde&nitely.
$hough not 2generational2 in word# the campaign certainly has a youth)
oriented feel with package designs# advertising# and we!sites that are fun
and playful. PepsiCo worked closely with Peter Arnell and Arnell Broup# !ased
in (ew Kork City# to devise a comprehensive new strategy that would connect
with PepsiDs core consumers. Arnell reinvented the Pepsi package as a
meaningful and appealing communications tool for the latest generation of
youth that are not overwhelmed !y media# music# or digital distractions.
EC"!&i!nal "a+/a2in2
Arnell Broup 0a wholly)owned su!sidiary of Omnicom Broup1 is a design
and !rand creation &rm speciali%ing in e/periential design and product
innovation# preferring to take complete !randing and packaging pro"ects from
&rst concept to complete market solutions. Peter Arnell# currently chairman
and chief creative o6cer of Arnell Broup# formed the Arnell Broup Innovation
La! in +--- to place invention and innovation at the forefront in a
colla!orative la!oratory for corporations interested in designing for ne/t
generation products and e/periences. Arnell applied many of his philosophies
in the Pepsi pro"ect.
Peter has taken a classic and turned it into a modern# innovative# and
relevant marketing and communications tool#2 said Mon Coughlin# chief
marketing o6cer# !everages# PepsiCo International. $he new glo!al look
launched in ?e!ruary with eight new package designs across cans and
!ottles# and the campaign is unfolding in a similar manner overseas. $he can
designs roll out one at a time appro/imately three weeks apart to enhance
the anticipation of discovery and to piAue the interest of collectors.

Product innovation today must !e driven !y deep consumer meaning
and connectivity#2 says Arnell. 2It is less a!out unmet needs and more a!out
giving people what they havenDt asked for !ut are dying to have. 5sing
design to turn packaging into personal consumer)powered media helps create
the ultimate supportive and inspiring relationship !etween Pepsi and its
youth audience.2
T#in/in2 2lo1ally

21

$he Pepsi can designs roll out one at a time# !ut the two)liter Pepsi
!ottles will have three or four designs out at any given time.
7ike Doyle# creative director at Arnell Broup# e/plains that there was a
great depth of e/ploration and research that was conducted !efore even
!eginning to formulate a new Pepsi packaging strategy. PepsiCo and Arnell
Broup traveled e/tensively to emerging markets to &nd key consumer
product drivers for youth cultures and to learn how the Pepsi !rand was
perceived in diCerent countries.
$hey found# somewhat surprisingly# that there were very few
diCerences around the world in how consumers felt a!out PepsiDs fun#
eCervescent !rand image. 2$he !rand eAuity is really consistent#2 says 8ames
7iller# marketing director# Pepsi)Cola (orth America. $hey also found many
consistencies in youth cultures around the world in how todayDs youth is
preoccupied with newness# discovery# and personali%ation of their
possessions. 7iller descri!es the design campaignDs goal as 2sustaina!le
discovery#2 where the consumer audience is constantly intrigued and
engaged.
Designers at Arnell Broup created the do%ens of new and vi!rant
designs with only a handful of !lue and gray shades. 3ach design tells a story
of sorts and each can design has a uniAue we!site address on the side of the
can. $he &rst one on the 2Kour Pepsi2 can allows we! users to design a digital
!ill!oard that will appear in $imes Auare# and one coming shortly will allow
users to mi/ their own music online.
2@e rede&ned packaging as media in the marketplace for Pepsi#2 says
Doyle. 2It speaks to youth in their language.2 Doyle !elieves that the designs
succeed !ecause they are a!le to capture the audienceDs mind space. 2$he
designs are rePecting !ack to the culture instead of talking to the culture or
imposing on it.2
R!ass%&in2ly P!"si
Pepsi actually asked their loyal consumers what !rand elements would
have to remain so that they would !e intuitively reassured that their favorite
drinks were not changing and the !rand they trusted was still essentially the
same. $heir answer was direct and consistent. Pepsi)lovers needed to see
three elements for sureVthe Pepsi 2glo!e#2 the iconic Pepsi !lue# and the
familiar tilted Pepsi capital letters.
Arnell Broup updated the primary logo su!stantially and cleverly
without really redesigning its key elements. $he most recent logo design had
the Pepsi wordmark on top of and slightly overlapping the iconic Pepsi red)
white)and)!lue 2glo!e.2 On the previous can design# the wordmark wrapped
halfway around the can# and the glo!e was oC)center. $he new cans and
!ottles have un)!undled the word and glo!e# making the newly centered
glo!e more of the hero# and the smaller Pepsi wordmark less prominent.

22

$elevision ad campaigns are reinforcing the glo!e)centric approach !y
featuring a !oulder)si%ed Pepsi glo!e in various settings careening to and fro
like a pin!all. In the ads and on the front of most of the new packages is the
reassuring tag lineJ 2ame Pepsi inside# new look outside.2 7iller e/plains that
it is customary and important to reassure consumers for at least si/ months
in situations like this.
7iller also sees todayDs youth as demanding authenticity from the
products they come into contact with in their day)to)day e/periences. $he
new Pepsi design strategy is versatile !ecause it can !e authentic and stay
current# and it could also make introducing special seasonal or regional
designs more intriguing and less disruptive. 2$his is a new way of using
packaging as media#2 e/plains 7iller. 2$he consumer is looking for more
variety and e/pecting more from their !rands. $hey want to have a dialogue
with their favorite !rands.2
SHAREHOLAERS
Pepsi)co.Inc. 0ym!olJ Pep1 shares are traded principally the (ew Kork
tock 3/change in the 5nited tated. $he company is also listed on the
Amsterdam# 7idwest# wiss and $okyo stock e/change. Pepsi Co has
consistently paid cash dividends since the corporation was founded.
CORPORATE CITIDENSHIP
Pepsi Co. !elieves that as a corporate citi%en# it has a responsi!ility to
contri!ute to the Auality of life in its communities. $his philosophy is put into
action through support of social agencies# pro"ects and programs. $he scope
of this support is e/tensive)ranging from sponsorship of local programs and
support of employee volunteer activities# to contri!utions of time# talent# and
funds to programs of national impact. 3ach division is responsi!le for its own
growth program.
GROETH GOALS
et a winnerDs growth goals. If you act like no. 4# you will always !e no.4
E*"loy*!n
Hiring people who love to work and thrive on risk.
Ta&2! Co&! B&an.s
Put emphasis on the &rmly esta!lished products and try to increase their
market share.

2?

Ma&/! P&io&ii!s
3sta!lish market priorities and work towards achieving the ma/imum good
for the priorities.
PEPSI GLOBAL LOGO

@hile taking to consumers some years !ack# Pepsi carried one e/ercise
consumers# 2$ake a piece of paper and draw what Pepsi means to you2.
Interestingly# a lot of consumers especially kids drew the PepsiDs glo!e.
@hat is the glo!eW @ell# its red# white and !lue which says a lot of things.
econdly# It has an incredi!le !alance# modem kids says it has some
incredi!le yin and yang.
$hirdly# it has a Auality of complete harmony.
Lastly# it speaks a!out openness and eternal youthfulness.
$he !iggest thing a!out the glo!e is that it is : dimensional logo# which no
other !rand has.

In the Pepsi logo# !lue colour has !een underlined and used as a !ackground
colour. 'lue colour. 'lue colour is associated with cold and refreshment. 'lue
8eans are a favorite piece of clothing for the youthDs worldwide. $hus the
colour hits the 4 dimensionsJ
It supports the product Auality)Mefreshment
It reinforces consumerDs aCection for their favorite things.

24

O%& Mission0 Val%!s an. G%i.in2 P&in+i"l!s
VISION
As we stand at the crossroads of the new millennium# itDs time to eradicate
our
focus and energy single)mindedly to our Tision... $he Tision to !e the 'est.
And what is that visionW
2$o !e the !est consumer products company in the eyes of our suppliers#
consumers# employees and shareholders.2

2B


2$o !ecome truly glo!al company# !y continuing to !uild a competitive and
pro&ta!le word wide refreshment !everage !usiness.2
$he Pepsi challenge of the 7illennium will !e the test of the 'est
$he !est in connecting with the customer ad the consumer# the !est in
marketing# the !est in selling# the !est in Auality# the !est in processes and
the !est in people and teamwork.

2A

Mission
@e aspire to make PepsiCo the world*s premier consumer Products
Company# focused on convenient foods and !everages. @e seek to produce
healthy &nancial rewards to investors as we provide opportunities for growth
and enrichment to our employees# our !usiness partners and the
communities in which we operate. And in everything we do# we strive to act
with honesty# openness# fairness and integrity.
$he !ehaviors that will help us achieve our mission are articulated in our
Talues tatement.
Val%!s
P!"siCo Val%!s F P#iloso"#y
Our Talues S Philosophy are a
rePection of the socially and
environmentally responsi!le company
@e are committed to delivering
sustained growth through empowered
people acting responsi!ly and !uilding
trust.

27

@hat It 7eans
ustained Browth is fundamental to motivating and measuring our success.
Our Auest for sustained growth stimulates innovation# places a value on
results# and helps us understand whether todayDs actions will contri!ute to
our future. It is a!out the growth of people and company performance. It
prioriti%es !oth making a diCerence and getting things done .
3mpowered People means we have the freedom to act and think in ways that
we feel will get the "o! done# while adhering to processes that ensure proper
governance and !eing mindful of company needs !eyond our own.
Mesponsi!ility and $rust form the foundation for healthy growth. @e
hold ourselves !oth personally and corporately accounta!le for everything we
do. @e must earn the con&dence others place in us as individuals and as a
company. 'y acting as good stewards of the resources entrusted to us# we
strengthen that trust !y walking the talk and following through on our
commitment to succeeding together.
G%i.in2 P&in+i"l!s
@e uphold our commitment with si/ guiding principles.
@e must always strive toJ
+. Care for our customers# our consumers and the world we live in.
@e are driven !y the intense# competitive spirit of the marketplace# !ut we
direct this spirit toward solutions that !ene&t !oth our company and our
constituents. Our success depends on a thorough understanding of our
customers# consumers and communities. $o foster this spirit of generosity# we
go the e/tra mile to show we care.
4. ell only products we can !e proud of.
$he true test of our standards is our own a!ility to consume and personally
endorse the products we sell. @ithout reservation. Our con&dence helps
ensure the Auality of our products# from the moment we purchase ingredients
to the moment it reaches the consumerDs hand.
:. peak with truth and candor.
@e tell the whole story# not "ust whatDs convenient to our individual goals. In
addition to !eing clear# honest and accurate# we are responsi!le for ensuring
our communications are understood.
<. 'alance short term and long term.
In every decision# we weigh !oth short)term and long)term risks and !ene&ts.
7aintaining this !alance helps sustain our growth and ensures our ideas and
solutions are relevant !oth now and in the future.
=. @in with diversity and inclusion.
@e em!race people with diverse !ackgrounds# traits and ways of thinking.
Our diversity !rings new perspectives into the workplace and encourages
innovation# as well as the a!ility to identify new market opportunities.
9. Mespect others and succeed together.
Our mutual success depends on mutual respect# inside and outside the
company. It reAuires people who are capa!le of working together as part of a
team or informal colla!oration. @hile our company is !uilt on individual

28

e/cellence# we also recogni%e the importance and value of teamwork in
turning our goals into accomplishments.
COMMITMENT
Diversity isnDt "ust the right thing to do. ItDs the right thing to do for our
!usiness# and weDre committed to making diversity and inclusion a way
of life at PepsiCo.
In our !usiness# understanding diCerent cultures is a ma"or advantage.
In fact# we view diversity as a key to our future. Our !rands appeal to an
e/traordinarily diverse array of customers. And they are sold !y an eAually
diverse group of retailers.
$o truly understand the needs of our customers and consumers )) and
succeed in the marketplace )) PepsiCo must rePect that diversity in our
employees# our suppliers and in everything we do.
OCering a workplace where diversity is valued helps us !uild the top)Auality
workforce so crucial to our success )) !y ena!ling us to attract and retain
great people from a wide spectrum of !ackgrounds.
Co**%niy
@e are committed to cele!rating and supporting diversity in our
community through our corporate giving and community programs.
PepsiCo gives to the community through the PepsiCo ?oundation# the PepsiCo
Community ACairs Department and PepsiCo divisions. $he PepsiCo
?oundation and our operating divisions gave grants to more than +#...
community organi%ations# of which a signi&cant portion were organi%ations
championing diversity. @e also support organi%ations through gifts in)kind#
such as product# premiums# printing# meeting arrangements# eAuipment
donations# support of events# conventions# "ournals and meetings.
C%so*!&s
@e are committed to marketing our products to all groups# treating
all customers with respect# sensitivity and fairness# while providing some of
the greatest products on earth. 3arly in its history )) as far !ack as the +-<.s
)) Pepsi)Cola recogni%ed the importance of diversity. Pepsi pioneered targeted
marketing and national lifestyle advertising featuring minorities. @e
developed education and sports programs spotlighting minorities. @e
partnered with many groups to create programs that contri!ute to minority
communities. @e sponsored ma"or music tours !y entertainers such as $ina
$urner. @e support minority media and interests. Over the years# our success
has !een recogni%ed with numerous awards. 7ost importantly# our products
are purchased and en"oyed !y all groups of consumers.
S%""li!&s
@e are committed to welcoming !usiness partners who represent all
people and purchasing Auality products and services from a diverse supplier

29

!ase. PepsiCo is a leader in seeking out and working with minority and
women suppliers. In 4..9# we surpassed ;+ !illion in spending with minority
and women vendors. It is our policy to promote the utili%ation of eligi!le
7U@'3 vendors in all aspects of the companyDs !usiness.
E*"loy!!s an. Ca&!!&s

@e are committed to hiring and retaining the !est talent to &ll each
and every "o! in the corporation. And we are eAually committed to fostering
an atmosphere of caring# open communication and candor among our
employees# where we treat each other with respect.
PepsiCo has !een nationally recogni%ed as one of the top places for women
and minorities to work. @e were one of the &rst companies to !egin hiring
minorities in professional positions# as far !ack as the +-<.s. @e were the
&rst ?ortune =.. company to have an African)American vice president.
$hat commitment to diversity continues today. @e place a great deal of
emphasis on personal integrity and !elieve long)term results# from real
accomplishments# are the only fair way to "udge performance. @e respect
individual diCerences in culture# ethnicity and color. PepsiCo is committed to
eAual opportunity for all employees and applicants. @e are committed to
providing a workplace free from all forms of discrimination. @e respect the
right of individuals to achieve professional and personal !alance in their lives.
PepsiCoDs commitment is underlined !y our current diversity initiatives.
$hey have !een formulated to ensure that we attain our core value of
diversity as a competitive advantage.

Dedicated e/ecutives for managing diversity within our operating
divisions.
7ulti)year strategic plans for diversity are developed with the same
vigor and goal setting process as other !usiness issues. Boals include diverse
recruitment# improved retention and fostering a more inclusive culture.
3/ternal Diversity Advisory 'oards consisting of educators# politicians#
practitioners and customers to advise PepsiCo senior management on a
variety of issues relating to diverse audiences.
Annual employee performance reviews incorporating inclusion)related
goals for all managers.
7andatory annual A6rmative Action Planning process.

?0

'i)annual organi%ational health survey incorporating diversity Auestions
and reAuiring analysis at the minority and female level. enior management
is held accounta!le for results.
Corporate)sponsored multi)level program for training employees to
work and manage in an inclusive environment.
3mployee networks to mentor and support diverse employees.
SUSTAINABLE AAVANTAGE
$hree ma"or sustaina!le advantages give
PepsiCo a competitive edge as we operate in the glo!al marketplace.
$hree ma"or sustaina!le advantages give PepsiCo a competitive edge as we
operate in the glo!al marketplaceJ
+. 'ig# muscular !randsE
4. Proven a!ility to innovate and create diCerentiated productsE and
:. Powerful go)to)market systems.
7aking it all work are our e/traordinarily talented and dedicated people.
@hen we take these competitive advantages and invest in them with dollars
generated from top)line growth and cost)saving initiatives# we sustain a value
cycle for our shareholders.
In essence# investing in innovation fuels the !uilding of our !rands.
$his in turn drives top)line growth.
Dollars from that top)line growth are strategically reinvested !ack into new
products and other innovation# along with cost)savings pro"ects.
$hus# the cycle continues.

?1

In.&a Nooyi is Chairman and Chief 3/ecutive O6cer of PepsiCo. 7rs.
(ooyi leads one of the world*s largest convenient food and !everage
companies# with 4..> annual revenues of more than ;:- !illion. $he
company operates in nearly 4.. countries# and employs more than +,=#...
people worldwide. Its principal !usinesses includeJ ?rito)Lay snacks# Pepsi)
Cola !everages# Batorade sports drinks# $ropicana "uices and Fuaker foods.
$he PepsiCo portfolio includes +, !rands that generate ;+ !illion or more
each in annualretailsales.
PepsiCo*s commitment to sustaina!le growth# de&ned !y 7rs. (ooyi as
Performance with Purpose is focused on generating healthy &nancial returns
while giving !ack to communities the company serves. $his includes
meeting consumer needs for a spectrum of convenient foods and !everages#
replenishing the environment through water# energy and packaging
initiatives# and supporting its employees through a diverse and
inclusive environment that recruits and retains world)class talent. $he
company is listed on the Dow 8ones (orth America ustaina!ility Inde/.
7rs. (ooyi was named President and C3O on Octo!er +# 4..9# and assumed
the role of Chairman on 7ay 4# 4..>. he has directed the companyDs glo!al
strategy for over a decade and was the primary architect of PepsiCoDs
restructuring# including the divestiture of its restaurants into the successful
K57Q 'rands# Inc.# the spin)oC and pu!lic oCering of company)owned !ottling
operations into anchor !ottler Pepsi 'ottling Broup 0P'B1# acAuiring
$ropicana# and the merger with Fuaker Oats that !rought the vital Fuaker
and Batorade !usinesses to PepsiCo. Mecently# she has !een driving critical
cross)!usiness initiatives to enhance operations and ena!le PepsiCo to meet
the changing needs of consumers and retailers.
Prior to !ecoming C3O# 7rs. (ooyi served as President and Chief ?inancial
O6cer since 4..+# when she was also named to PepsiCoDs !oard of directors.
In this position# she was responsi!le for PepsiCo*s corporate functions#
including &nance# strategy# !usiness process optimi%ation# corporate
platforms and innovation# procurement# investor relations and information
technology.
'etween ?e!ruary 4... and April 4..+# 7rs. (ooyi was enior Tice
President and Chief ?inancial O6cer of PepsiCo. 'etween +--9 and +---#
7rs. (ooyi was enior Tice President of Corporate trategy and Development.
'efore "oining PepsiCo in +--<# 7rs. (ooyi spent four years as enior
Tice President of trategy# and trategic 7arketing for Asea 'rown 'overi.
he was part of the top management team responsi!le for the companyDs

?2

5.. !usiness as well as its worldwide industrial !usinesses# generating a!out
one)third of A''Ds ;:. !illion in glo!al sales.
'etween +-,9 and +--.# 7rs. (ooyi worked for 7otorola# where
she was Tice President and Director of Corporate trategy and Planning#
having "oined the company in +-,9 as the !usiness development e/ecutive
for its automotive and industrial electronic group.
Prior to 7otorola# she spent si/ years directing international corporate
strategy pro"ects at the 'oston Consulting Broup. Her clients ranged from
te/tiles and consumer goods companies to retailers and specialty chemicals
producers.
7rs. (ooyi !egan her career in India# where she held product manager
positions at 8ohnson S 8ohnson and at 7ettur 'eardsell# Ltd.# a te/tile &rm.
In addition to !eing a mem!er of the PepsiCo !oard of directors# 7rs. (ooyi
serves as a mem!er of the !oards of the ?ederal Meserve 'ank of (ew Kork#
the International Mescue Committee and Lincoln Center for the Performing
Arts in (ew Kork City. he is a uccessor ?ellow of Kale Corporation# mem!er
of the 'oard of $rustees of 3isenhower ?ellowships# a mem!er of the
3/ecutive Committee of the $rilateral Commission and currently serves as
Chairman of the 5)India 'usiness Council.
he holds a ' from 7adras Christian College in 7adras# an 7'A from the
Indian Institute of 7anagement in Calcutta and a 7aster of Pu!lic and Private
7anagement from Kale 5niversity. 7rs. (ooyi is married and has two
daughters.
4>)April).,
7assimo ?. d*Amore was named Chief 3/ecutive O6cer of PepsiCo Americas
'everages in (ovem!er 4..>. PepsiCo Americas 'everages has a !everage
portfolio including Pepsi)Cola (orth America# Batorade# $ropicana# all of
PepsiCo*s Latin American !everage !usinesses# and its (orth America
PepsiCo ?ood ervice division.
Previously# 7r. d*Amore was 3/ecutive Tice President Commercial for PepsiCo
International# a position he assumed in (ovem!er# 4..=# after serving as
President# Latin America Megion for < years and TP# Corporate trategy S
Development for PepsiCo for 4 years. 7r. d*Amore was also enior Tice
President and Chief 7arketing O6cer for Pepsi)Cola International 0PCI1# a
position he assumed in +--, and 'usiness 5nit Beneral 7anager 0'5B71#
$urkeyUCentral Asia since +---.
Prior to PepsiCo# 7r. d*Amore had a +=)year international career with Procter
S Bam!le in Operations# 7arketing and Beneral 7anagement in 3urope and
(orth Africa.
7r. d*Amore is a native of Italy and an engineering graduate from the wiss
Polytechnic Institute in Lausanne# where he also earned a 7aster of cience
Degree. He has lived in Italy# wit%erland# Bermany# 'elgium# 7orocco#
?rance and for the last +: years in the 5.. He is Puent in 3nglish# Italian and
?renchE and has a working command of panish and Berman. He has three
children and resides in @estchester.
PepsiCo is one of the world*s largest convenient food and !everage
companies# with 4..> revenues of more than ;:- !illion. $he company
operates in nearly 4.. countries# and employs more than +,=#... people

??

worldwide. $he PepsiCo portfolio includes +, !rands that generate ;+ !illion
or more each in annual retail sales.
P!"siCo In.ia)s +o**i*!n o P!&fo&*an+! -i# P%&"os!
Performance with Purpose articulates PepsiCo IndiaDs !elief that its
!usinesses are intrinsically connected to the community and world that
surrounds it. Performance with Purpose is a!out delivering more than
&nancial performance# it*s a!out staying committed to continuously giving
!ack to the community and helping enrich society.
$o deliver on this commitment# PepsiCo continues to !uild on its strong
foundation of achievements and scale up its initiatives while focusing on the
following < critical areas that are linked to its !usiness and where it can have
the most impact.
R!"l!nis#in2 -a!&
PepsiCo India continues to replenish water and aims to achieve positive water
!alance !y 4..-# which means it is committed to saving and recharging more
water than it uses in its !everage plants
Eas! o E!al#
PepsiCo India continues to convert @aste to
@ealth# to make cities cleaner. $his award winning initiative has esta!lished
Xero olid @aste centres that !ene&t more than 4#..#... community
mem!ers throughout the country

?4

Pa&n!&s#i" -i# Fa&*!&s
PepsiCo India*s Agri)partnerships with farmers
help more than +=#... farmers across the country earn more...
H!al#y @i.s
PepsiCo India stays committed to the health
and well)!eing of kids. It will continue to provide children with a diverse#
healthful and fun portfolio# while simultaneously encouraging active lifestyle
!y e/panding its Bet Active programme for kids# especially for school going
children .
THE INAIAN SOFT ARIN@ HISTOR(
Bold pot is considered as the &rst !randed soft drink in India it was
introduced !y Parle in early forties. Coca)Cola was the foreign soft drink to !e
introduced in Indian markets. $he Coca)Cola Company entered India in the
early &fties# when four !ottling plants were set up at 7um!ai# Golkotta# Delhi#
and Ganpur. Coca)Cola en"oyed a good !eginning and dominated the market.
Parle e/ports private limited# the ma"or domestic player# and later in +->.
introduced HLimcaI lemon soft drink. 'efore Limca*s they had attentively
introduced Hcola PepinoI which was soon withdrawn from the market
following the confrontation with Coca) Cola.
In 8uly +->> Coca)Cola left India following a pu!lic dispute over shareholding
tructure and imports permits. Coca)Cola left a !ig gap# which was &lled !y
several companies who came forward pushing diCerent !rands in market.
Parle Products introduced their Cola H$humps 5pI# pure drinks introduced
HDou!le evenI H$hrillI# HMushI# HprintI. At the same time various regional
soft !rands played an independent role in their respective territories like
HDukeI# HmangolaI.

?B

After coke was asked to leave India Pepsi !egan to lay plans to enter this
huge market. Pepsi started its operations in April +-,- for !everages snack
foods and e/port !usiness. In +--. &rst Pepsi Cola was produced in India. In
the ne/t year +--+# production of 7irinda and >up started# the production of
lice $eem# ?ountain Pepsi started in +--:.
Coca)Cola came !ack again in India in Octo!er +--: and was launched in
Agra.It "oined hands with Parle 3/ports Pvt. Ltd. $o enter India and gradually
took over the same company. $he nineties also saw a new foreign entrant
Cad!ury chweppes that rolled out Canada dry and Crush in metropolitan
cities. Pepsi entered the cloudy lemon market category !y launching its
7irinda lemon in +--,.
In 7ay +--- a noti&cation# presented the prevention of food adulteration
0fourth amendment1 Mules +---# allowed the use of the arti&cial weeteners#
aspartame and acesulfame potassium in $he formulation of soft drinks)which
was what made the entry of Diet Pepsi and Diet Coke. Coca)Cola also rolled
out its popular clear lemon drink prite in India in the same year +---.
oft drinks can trace their history !ack to the mineral water found in
springs.
oft drinks can trace their history !ack to the mineral water found in
natural springs. 'athing in natural springs has long !een considered a
healthy thing to doE and mineral water was said to have curative powers.
cientists soon discovered that gas car!onium or car!on dio/ide was !ehind
the !u!!les in natural mineral water.
$he &rst marketed soft drinks 0non)car!onated1 appeared in the +>th
century. $hey were made from water and lemon "uice sweetened with honey.
In +9>9# the Compagnie de Limonadiers of Paris were granted a monopoly for
the sale of lemonade soft drinks. Tendors would carry tanks of lemonade on
their !acks and dispensed cups of the soft drink to thirsty Parisians.
Jos!"# P&i!sl!y
In +>9># the &rst drinka!le man)made glass of car!onated water was created
!y 3nglishmen Doctor 8oseph Priestley.
$hree years later# wedish chemist $or!ern 'ergman invented a
generating apparatus that made car!onated water from chalk !y the use of
sulfuric acid. 'ergmanDs apparatus allowed imitation mineral water to !e
produced in large amounts.
Jo#n Ma#!-s
In +,+.# the &rst 5nited tates patent was issued for the 2means of
mass manufacture of imitation mineral waters2 to imons and Mundell of
Charleston# outh Carolina. However# car!onated !everages did not achieve
great popularity in America until +,:4# when 8ohn 7athews invented his
apparatus for the making car!onated water. 8ohn 7athews then mass)
manufactured his apparatus for sale to soda fountain owners.

?A

H!al# P&o"!&i!s of Min!&al Ea!&
$he drinking of either natural or arti&cial mineral water was considered
a healthy practice. $he American pharmacists selling mineral waters !egan to
add medicinal and Pavorful her!s to unPavored mineral water.
$hey used !irch !ark# dandelion# sarsaparilla# and fruit e/tracts. ome
historians consider that the &rst Pavored car!onated soft drink was that
made in +,.> !y Doctor Philip yng Physick of Philadelphia. 3arly American
pharmacies with soda fountains !ecame a popular part of culture. $he
customers soon wanted to take their 2health2 drinks home with them and a
soft drink !ottling industry grew from consumer demand.
T#! Sof A&in/ Bolin2 In.%s&y
Over +#=.. 5.. patents were &led for either a cork# cap# or lid for the
car!onated drink !ottle tops during the early days of the !ottling industry.
Car!onated drink !ottles are under a lot of pressure from the gas. Inventors
were trying to &nd the !est way to prevent the car!on dio/ide or !u!!les
from escaping. In +,-4# the 2Crown Cork 'ottle eal2 was patented !y @illiam
Painter# a 'altimore machine shop operator. It was the &rst very successful
method of keeping the !u!!les in the !ottle.
A%o*ai+ P&o.%+ion of Glass Bol!s
In +,--# the &rst patent was issued for a glass)!lowing machine for the
automatic production of glass !ottles. 3arlier glass !ottles had all !een hand)
!lown. ?our years later# the new !ottle)!lowing machine was in operation. It
was &rst operated !y the inventor# 7ichael Owens# an employee of Li!!y
Blass Company. @ithin a few years# glass !ottle production increased from
+#=.. !ottles a day to =>#... !ottles a day.
(inety years after the invention of what !ecome one of the most favored
drinks glo!ally in +-,,. Pepsi entered India Panged with heavy resources and
riding the winds of change of a newly opened economy. ?irst# Pepsi has only
franchise unit. Pepsi gave his concentrate to small factory and they make
!everage.
In +-,,# Pepsi set up its o6ces in India. In this company Pepsi operates
as P3PI ?oods Pepsi Co. India Holdings and Pepsi India marketing.
$he mission was to change the tastes and life style of a common Indian#
who identi&ed soft drinks and !everages as a few availa!le cold drinks#
sAuashes and concentrates.
@hen it came to a refreshing drink conservative consumers would !ack
to traditional nim!oo pani# "al"eeram lassi etc.
Although India has a per capita consumption as low as : per person as

?7

compared to <.. in 5m India has one of the largest num!er of potential
consumers in a world with a population of an ara!# 3very Indian gu%%les 4>
!ottles of soft drink every year# an increase of one !ottle per capita
consumption would mean stating -.. !ottles e/tra. India soft drink is of
worth M. +,.. crores with annual growth at the rate of4.O to 4=O.
All the activities of Pepsi ?oods Pepsi Co# India Holdings and Pepsi India
7arketing Company are controlled !y !usiness 5nit 0'51 located at
B5MBAO(. $his '5 is divided into various marketing units 075Ds1. All e/cept
the (orth and 7arket 5nits have common !orders with states comprising
them.
$he market units demarcate the areas# which are 2Co!oised2 i.e.Have
Company owned !ottling operations0CO'O1. In these units there are company
owned !ottling plants while in other areas the operations are run !y a
franchisee these areas are referred to as ?anchisee Owned 'ottling
Operations 0?O'OD1 and some and in some others 8oint Tenture operate.
COBO ) In the CO'O# the company has total control of the decisions and
implementations undertaken# !ut for this the company has to invest its own
money.
FOBO ) $he ?O'O* are independent to take their own marketing and
operational decisions with no ma"or interference form the company.
$he ?O'ODs are supplied the concentrate from the company and they
have to run the show# there after. Pepsi maintains ownership of the
trademarks and is primarily responsi!le for ownership in a local !ottling
operation. $his helps Pepsi maintain strong trademark on the other partyDs
resource and e/pertise. $he PCI workPow concentrates on elling# 7aking and
Delivering Pepsi) Cola.
Pepsi )Cola is a company with a 2Low margin# high volume !usiness2
Pepsi Co. deals in the car!onated oft Drinks 0CDDs1 7arket.
CDDs fall in two categories)Cola and Pavors. Coals concentrate on
Pepsi whereas Pavors deal with orange and Lemon. In India the Pavors are
7irinda Orange and Lime. lice is a fruit 8uice concentrate !ased Drink.
tarting out in +-,-# with that name of 2Lehar Pepsi2# the company has
grown leaps and !ounds ever since with competition increasing with reentry
of coke a few years ago. $hanks to an early lead and a !etter understanding
of the market# India remains amounts the handful of markets worldwide
where Pepsi is ahead of its archival Coke.
Despite !eing the glo!al Pepsi has !uild its success on meeting out the
Indian customerDs needs. Pepsi has made its !rand synchroni%e with locali%ed
events and traditions. Pepsi maintained its top of mind awareness with
roadside signage and reminders. $he partner type relationship with !ottles#

?8

?O'Os as well as CO'Os cover most of the company adeAuacy.
One of the strongest weapons in PepsiDs armory is the Pe/i!ility it has
empowered its people with. Ht Pepsi every employee# may !e a manager of a
salesman# have an authority to take whatever steps he or she feels will make
the consumers aware of the !rand and increase its consumption. $hus Pepsi
!elieved in esta!lishing and nurturing credita!ility of the salesman and
making the "oint commitment to grow !usiness in accounts# All these factors
together led to a high froth in the Indian market and constantly increasing
market share.
P&o.%+ -is! +o*"a&ison of P!"si -i# +o*"!io& Co+a-
Cola
P!"si Co/!0 T#%*"s U"
P!"si A#a
Mi&in.a = o&an2!Gl!*onGa""l!> Fana=o&an2!>0Li*+a
T!!* So.a
Sli+! MaaHa
IUP S"&i!
Mo%nain .!- @inl!y=so.a>
Ai! P!"si Ai! Co/!
A<%a,na=*in!&al -a!&> @inl!y =*in!&al -a!&>
Ais&i1%ion C#ann!l an. s&a!2i!s
H7arketing channels are sets of interdependent organi%ations involved in the
process of making a product or service availa!le for use or consumptionI
P#ili" @ol!&

?9

Ais&i1%ion =Pla+!> S&a!2i!s
F Product availa!ility where and when customers want them.
F Involves all activities from raw materials to &nished products
'asic Channels of Distri!ution
Ais&i1%ion O1H!+i$!
7inimi%e total distri!ution costs for a given service output
Determine the target segments and the !est channels for each segment
O!"ectives may vary with product characteristics
e.g. perisha!les# !ulky products# non)standard items# products reAuiring
installation S maintenance
AISTRIBUTION CHANNELS =P!"si>
$here are two marketing channels that involve in the transfer of
product from the producer to the consumer. $he intermediaries involved in
the transfer are distri!utors and retailers.
AISTRIBUTORS
Distri!utors are appointed agents of the company who make orders to
the company !y paying in advance through drafts# stock the products in their
godowns and supply them to outlets through their Peet of delivery was and a
team of salesmen and drivers. $hey are allowed to sell to companyDs product
to the retailers in a speci&ed area. $he company divides this area into routes.
3ach route is covered !y one unit i.e. one de livery van# one salesman one
driver# one helper etc. $hese units and godown are their main investment.
Distri!utors have to invest in empty !ottles and crates too# so t hat they can
maintain a speci&ed Auantity of reserve stock and facilitate the Auick ratation
of glass crates.

Manufacturers/products
Agents/brokers
Wholesalers/distributors
etailers etailers
!onsu"ers and organizational end users
40
#lace
#lace

$he company evaluates its distri!utors at the end of the year and makes
plans for the ne/t year. Company &/es the targets for each distri!utor
according to market si%e# last year*s sales# potential growth assumption
!ased on deposit of empties and installation of coolers at outlets. Distri!utors
are awarded with a fair margin of M. +. per crate for their service. $his
margin could !e increased for the sale a!ove the targets# company oCers are
met with distri!utors !efore appointing them. Distri!utor complying with
many schemes and contests for its customers for pushing diCerent !rands
and giving various services. Company also oCers many gifts like# !riefcase#
and hand!ags. $)shirts# caps etc.to encourage the distri!utors. If distri!utor
does not agree with the conditions of these agreement company may reduce
the area of distri!utor or may even terminate the relationship.
RETAILERS
$he sale of particular soft drinks depends a lot entirely on retailer*s wish. Like
if he does not keep AAua&na and if his shop is at the prime location then
certainly the customer with turn towards other cola drinks like 'isleri#
'ailley #Ginley etc. $his all goes to prove that retailer is king. o retailers
reAuire special focus from the company. Pepsi Co. helps the retailers to serve
its customer !etter !y providing good margin to them for storing its product
using merchandising to improve in)store product display# installing cooling
eAuipment in outlets to make the product ready to drink and oCering diCerent
promotion schemes to them time to time to push diCerent !rands# Pepsi Co.
Provides a fair margin of M. 4< per crate to the retailers.
CUSTOMER SERVICE AEPARTMENT
Customer ervice is a support function to sales and marketing
Department and is concerned with eCectively dealing with all customer
complaints
$his starts fromJ
3nsuring Meceipt# Documentation and ?ollow 5p of all complaints to !e
take care of within a speci&ed time in order to achieve the ensure Customer
0retailer1 distri!utor and consumer atisfaction. $he Customer complains
directly through phone or pager or through the sales team visiting them.
$ypes of Complaints handled are related toJ
Consumer
ignage and chemes
upply and ervice
Fuality of Product
Cooling 3Auipment

41

A Customer ervice e/ecutive who in turn co)ordinates with &ve Customer
ervice Mepresentative positioned in the &ve sales divisions in 5P)Lucknow#
Ganpur# Borakhpur# L5CG(O@ and 'areilly heads customer service
department at the unit o6ce. $hese Customer ervice Mepresentative handle
customer service functions in their respective territories.
MAR@ETING AEPARTMENT
7arketing department is mainly concerned with promoting 2$O72 i.e.I $op of
the 7ind Awareness for Pepsi as it is a consumer oriented organi%ation. It
performs the following functions to !uild consumer and customer preference.
Si2na2!: $his includes putting up of glow gings# !anners# wall paintings#
hoardings# kiosks etc.
P&o*oions: $his includes ad campaigns# sales promotions# new
packages and !rand launches. 3vents this includes sponsoring events at
national# state# district and city level e.g. sports tournaments# rock shows
7usical (ights# Dance competitions# chool and college annual festivals etc.
All these activities are carried out !y the unit o6ce with the help of
guidelines issued !y the '5 in the form of an annual marketing calendar and
!udget.
7arketing department at the 5nit O6ce is headed !y a 7arketing
7anager and has three 7arketing 3/ecutives. $he marketing department co
ordinates with the &ve sale division in 5P)Lucknow# Ganpur# L5CG(O@#
Boarakhpur and 'areilly to implements the various marketing programs
AAVERTISING F PUBLICIT(

42


Pepsi Co. is one of the !iggest and spenders in India. It is also one of
the !iggest glo!al ad spenders. It has long a list of endorsers from pop star
Micky martin to &le stars hahrukh Ghan# Amita!h 'acchan etc. S Cricket
stars achin $endulkar# T.T. La/man# Har!ha"an ingh etc. Hindustan
$hompsom Associates# the !ig gets advertising agency of India has the
account of Pepsi Co. is known for its !oard cast advertising !ut it also spends
a lot in non !oard cast advertising i.e. hoarding# !anners# posters stickers#
specialties# hangar#dealer !oard# glow sign!oards# wall painting and news
paper. $he e/penses on these type of advertising are made at territory or unit
level. L5CG(O@ territory has assigned two local advertising agencies M.D.
Associates and Grishna for its territorial advertising.
R!s!a&+# M!#o.olo2y

4?

INTROAUCTION
'usiness research can !e de&ned as a systematic and o!"ective
process of gathering# recording and analy%ing data that provides information
to guide !usiness decisions. It is used either to understand market trends# to
&nd the optimal marketing mi/# to devise eCective HM policies# or to &nd the
!est investment options.
In the present fast track !usiness environment marked !y cutthroat
competition# many organi%ations rely on !usiness research to gain a
competitive advantage and greater market share. A good research study
helps an organi%ation understand processes# products# customers# markets
and competition and to develop policies# strategies# and tactics that are most
likely to succeed.
ROLE OF BUSINESS RESEARCH IN AECISION-MA@ING
?or eCective planning and implementation of !usiness decisions#
accurate information a!out the internal and e/ternal !usiness environments
is of primary importance. $he key o!"ective of !usiness research is to provide
accurate# relevant# and timely information to the top management# so that
they can make eCective decisions.
$he !usiness decision)making process in an organi%ation going through
the following key interrelated stagesJ
Pro!lemUopportunity Identi&cation
Pro!lemUopportunity prioriti%ation and selection
Pro!lemUopportunity resolution
Implementing the selected course of action

'usiness Mesearch helps the management in each of the stages !y providing
useful and timely information
RESEARCH OBJECTIVE
+) tudy the distri!ution network of Pepsi
4) $o comparatively analyse the stock of Pepsi and coke with retailers of
Pepsi.
:) $o study the retailers satisfaction.

44

<) $o &nd out the way to enhance the sale of Pepsi.
RESEARCH AESIGN
A research design is the arrangement of conditioned for collection and
analysis of data in a manner that aims to com!ine relevance to the research
purpose which economy in procedure. 7ain characteristics of research design
can !e summari%ed in two words)
+) Anticipation
4) peci&cation
7y research design is HDICMIP$IT3 M33AMCH D3IB(I
In my research# researcher has conducted a market urvey of the Anti
Pepsi Outlets in Lucknow area.
T(PE OF RESEARCH:
$he !asic types of research are as follows J
6: A!s+&i"i$! &!s!a&+#:
$he ma"or purpose of this research is description of the state of aCairs as it
e/ist at present.
J: Analyi+al R!s!a&+#:
In this research# the researcher has to use facts or information already
availa!le these to make# and analy%e these to make a critical evaluation of
the material.
4: A""li!. &!s!a&+#:
It aims and &nding a solution for an immediate pro!lem facing a society or an
industryU!usiness organi%ation.
K: F%n.a*!nal &!s!a&+#:
It mainly concerned with generali%ation S with the formulation of a theory
8: ?%aniai$! R!s!a&+#:
It is !ased on the measurement of Auantity or amount. It is applica!le to
phenomena that can !e e/pressed in terms of Auantity.

4B

L: ?%aliai$! R!s!a&+#:
It is concerned with the Aualitative phenomenon# i.e.# phenomena relating to
or involving or king.
I: Con+!"%al R!s!a&+#:
It is related to some a!stract ideas or theory.
7: E*"i&i+al R!s!a&+#:
It is data) !ased research# coming with a conclusions which are Capa!le of
!eing veri&ed !y the o!servation and e/periment.
5: Aia2nosi+ R!s!a&+#:
uch a research fallow case Lstudy method or in depth approaches to reach
the !asic casual relation.
69: EC"lo&ao&y R!s!a&+#:
$he o!"ective of this research is the development of hypothesis rather than
their testing.
C!ns%s M!#o.
In this analysis 7arketer have used census method instead of ampling
7ethod. 7arketer have surveyed all retailers which do not sale Pepsi or sell
very less and come under hukla ales Distri!utor at itapur Moad # Lucknow.
STEPS IN THE RESEARCH PROCESS

+. Identifying S De&ning Pro!lemU Opportunity
4. Planning the Mesearch Design
:. electing a Mesearch 7ethod

4A

<. electing the ampling Procedure

=. Data Collection
9. 3valuating the Data
>. Preparing and presenting the Mesearch Meport
So%&+! of Info&*aion
In our research we have made use of !oth primary and secondary data.
PRIMAR( AATA:
chedule
Personal interview
$elephonic interaction
e)mail

SECONAAR( AATA:
Articles pu!lished in diCerent maga%ines.
Article pu!lished in internet.
Internet.

47

SEOT Analysis
SEOT analysis is a tool for auditing an organi%ation and its
environment. It is the &rst stage of planning and helps marketers to focus on
key issues. SEOT stands for strengths# weaknesses# opportunities# and
threats. trengths and weaknesses are internal factors. Opportunities and
threats are !C!&nal factors


S
S
$hings the co"pany does %ell.
$hings the co"pany does %ell.
W
W
$hings the co"pany does not do %ell.
$hings the co"pany does not do %ell.
O
O
!onditions in the e&ternal en'iron"ent
that fa'or strengths.
!onditions in the e&ternal en'iron"ent
that fa'or strengths.
T
T
!onditions in the e&ternal en'iron"ent
that do not relate to e&isting strengths or
fa'or areas of current %eakness.
!onditions in the e&ternal en'iron"ent
that do not relate to e&isting strengths or
fa'or areas of current %eakness.
(
n
t
e
r
n
a
l
)
&
t
e
r
n
a
l
48

S&!n2#s-



Opportunities Opportunities
And And
$hreats $hreats
*)+$)NA,- *)+$)NA,-
Opportunities Opportunities
And And
$hreats $hreats
*)+$)NA,- *)+$)NA,-
.ocial
/e"ographic
)cono"ic
$echnological
#olitical/,egal
!o"petiti'e
49
#roduction !osts
Marketing .kills
)"ployee !apabilities
Financial esources
A'ailable $echnology
!o"pany/0rand ("age

.trengths .trengths
and and
Weaknesses Weaknesses
(INTERNAL) (INTERNAL)
.trengths .trengths
and and
Weaknesses Weaknesses
(INTERNAL) (INTERNAL)

+. 'elieve on the customer satisfaction.
4. Pepsi has a !roader product line and outstanding reputation.
:. Mecord revenues and increasing market share
<. (um!er one maker of snacks# such as corn chips and potato chips
=. Breat !rands# strong distri!ution# innovative capa!ilities
9. popular with younger people# wide array of !rands
>. has a !ig share # popular# well know !y costumers# hier cele!rities for
promotion
,. company has good market share in Lucknow.
-. Company has a 'rand 3Auity among Consumers.
E!a/n!ss!s-
+) (o provision for regular replacement of damage of !ottles.
4) Distri!ution is not proper so we can say not "usti&ed .
:) not as popular with older crowd# not associated with key restaurants 0i.e.
coke U 7cDonaldsD# while Pepsi U Pi%%a Hut1
O""o&%nii!s-
+. water related products# non)soft drinks# energy drinks
4. Increase the coverage areas.
:. Increase market share !y improving service
<. Increase the target consumer every year.
=. Company can go for more 7onopoly counters .
T#&!as-
+. Disri!utors are reducing in Lucknow city.
4. constant competition with coke. Olympic !randing from coke.
:. other drink companies are increasing competition.
<. Decline in market reputation due to ineCectiveness S declaring service.
=. Aggressive marketing strategies of Coke.

B0

P&oH!+ Analysis
P&oH!+
Analysis of Ani P!"si B!#a$io& of #! R!ail O%l!s'
A!s+&i"ion
$he trainee was reAuired to &nd out those outlets which are either not selling
Pepsi or selling in very less amount. Megion for the pro"ect was L5CG(O@
region. $his pro"ect was aimed at &nding out the shops# which were not
promoting Pepsi and selling competitor !rands. It was also aimed at knowing
the reason for anti Pepsi !ehavior of outlets in the region# their reAuirements
from company and willingness to sell Pepsi !rands.
P%&"os!
7ain purpose for this pro"ect was to make management aware of the total no.
Of outlets in their region which were not selling Pepsi. It was also to plan their
new course of action keeping in mind the current market position of Pepsi as
well as of Coke. $his was viewing the market share of Pepsi in comparison of
Coke. $his report gives information to management a!out the outlets
uncovered !y Pepsi and their reAuirements to the company.
$he marketing of its !rand is e/cellent and is very successful to reach its
!rand in L5CG(O@. Overall the market of PepsiCo !rand is good in
comparison with Coke. $here are very few outlets which are not selling Pepsi
!rands.
AETAILS OF THE SURVE(
$he trainee was reAuired to visit all the outlets in the speci&ed area of
his distri!utor# which was told to us !y the C3 concerned. @e were reAuired
to !e given the route map of the speci&ed area. $he area was to thoroughly
survey without leaving any of the outlets.
Initially the survey was to start with the route vehicle of the distri!utor of
that area. $wo days had to !e devoted with the route vehicle and noting down
the name of the outlets and other particulars where ever their route vehicle
visited the outlets. It was to get familiari%ed with the area. $he ne/t couple of
days had to !e surveyed individually in the same area trying to &nd out those
outlets in that area which was not attended !y the route vehicle. $his was
how the whole survey was to !e conducted.

B1

$he main aim of this survey was to &nd out those outlets which are either
new or remain unnoticedUunattended !y the route vehicle or where the Pepsi
products were not reaching.
?or Pepsi these outlets is going to !e the main focus of the survey. It was
to know the e/act strength of outlets of the area which were not selling Pepsi
or selling very less. $he trainee was reAuired to collect the following
information from each outlet he surveyed.
Na*! of #! o%l!s
A..&!ss of #! o%l!s
Sa%s of #! o%l!
Coolin2 E<%i"*!n
Sal! of #! o%l!
B&an.s on sal!
R!<%i&!*!n of o%l!
Eillin2n!ss o sal! "!"si:
R!ason fo& ani P!"si
Na*! of #! o%l!s:
$he trainee was to note down the name of the outlet visited
A..&!ss of #! o%l!:
Complete address of the outlets was to !e noted !y the trainee
Sal! of #! o%l!
ale of the outlet was to !e noted on per day !asis.
B&an.s on sal!
Check out the !rands availa!le at the outlet.
R!<%i&!*!n of o%l!s
Ask what the shopkeeper wants from the Company.
Eillin2n!ss o sal! P!"si
$o know if shopkeeper want to sell Pepsi or not.
R!ason fo& ani P!"si

B2

$o know why shopkeeper is not sellingUselling less the Pepsi !rands.
Sa%s of #! o%l!:
$he status of the outlet was to !e enAuired of from the outlet owner
and also !y o!servation. tatus here meant the nature of the outlet.
$his was to know weather the outlet sold only Pepsi products or only
Coke products or either !oth of these. It will help to know the nature of
market in that area.

B?

COMPARATIVE ANAL(SIS ANA PEPSI STOC@
SHARE
?UESTION-6 -#i+# +o*"any)s so+/ .o yo% #a$!M
Pepsi +<
Coke >.
'oth +<
$otal retailer >.

INTERPRETATION:-
According to my study# +< retailers have Pepsi stock# >. have Coke stock and
+< have !oth.

B4

?UESTION- J E#i+# +o*"any)s VISI yo% #a$!M
P3PI =
COG3 9-
'O$H =
$O$AL >.
INTERPRETATION :-
According to my study of anti Pepsi outlets# 9- retailers have Coke TII#
= have Pepsi visi and = have !oth Pepsi and coke visi.

BB

?UESTION-4 Ao yo% n!!. P!"si VISIM
K3 =.
(O 4.
$.$AL >.


INTERPRETATION:-
According to my study# =. retailers need Pepsi TII.

BA



?UESTION-K Ao yo% -an o s!ll P!"siM
K3 +=
(O ==
$O$AL >.
INTERPRETATION:-
According to my study# += retailers says yes and == anti Pepsi
retailers don*t want to sell Pepsi.

B7

?UESTION- 8 Ai. yo% s!ll P!"si 1!fo&!M
K3 =,
(O +4
$O$AL >.
INTERPRETATION:-
According to my study# =, retailers have sold Pepsi earlier and now
converted into coke and +4 have never sold Pepsi.

B8

?UESTION- L Is P!"si "&o$i.in2 &i2# s!&$i+! o& noM

K3 44
(O <,
$O$AL >.
INTERPRETATION:-
According to my study 44 retailers said yes and <, said no.

B9

?UESTION- I E#a is #! .aily sal! of yo%& o%l!M
Average <,
Bood +9
Tery good .9
AverageY+): pt.E BoodY:)= pt.E Tery goodYmore than = pt. daily in season.
INTERPRETATION:-
According to my study# <, retailershave average sale# +9 have good sale and
.9 retailors have very good sale of soft drink.

A0

?UESTION- 7 E#a is #! &!ason of 1!in2 ani P!"siM
Tisi not provided 4=
$ie up with CokeU coke approached &rst +>
Pepsi service not suits +9
chemes are not as good as Coke*s +4
$O$AL >.
INTERPRETATION:-
According to my study# 4= retailers don*t sell Pepsi due to a!sence of
Pepsi visi# +> retailers due to coke tie ups and &rst approach# +9 due to !ad
service and +4 due to not so good schemes.

"#, $%&
'(, ")&
'%, "$&
'", '(&
*isi not provided
Tie up with +oke, coke
approached first
-epsi service not suits
Schemes are not as good
as +oke.s
A1

FINAINGS:-
hop owners have not !een properly communicated a!out the Pepsi
terms S conditions of providing cooling eAuipment. $hey asked us as how
they could get cooling eAuipment from the company.
Distri!utor is not very active regarding it.
SUGGESTIONS:
Pepsi can enhance its program of providing cooling eAuipment to more
no. Of outlet owner which will compel them to keep only the Pepsi Products in
these coolersUfree%ers.
IMPACT
It will increase the popularity S!rand image of Pepsi in the eyes of outlet
owners# which is eAually important for increase sale.
It will help the shopkeepers in providing chilled Pepsi products to the ultimate
customers all the time !y increasing their capacity of chilling.
STATUS
tatus tells us the e/act nature of outlets. It tells weather the outlets have
only P3PI products or only coke products or a mi/ of !oth. 'y studying this
one can identify those shops# which has the potential and capacity of
!ecoming the e/clusive Pepsi outlet. $his will help in two waysJ
+. It will increase the sale and market strength of Pepsi.
4. It will simultaneously sustain the sale of its competitor products.
T#! Ani P!"si O%l!s s%&$!y!. in LUC@NOE N I9
EC+l%si$! PEPSI o%l!s N 9
EC+l%si$! CO@E o%l!s N 8L
O%l!s #a$in2 1o# y"!s of sof .&in/s N 6K

A2

Hence among >. anti Pepsi outlets# +< keep !oth Coke and Pepsi !ut Pepsi in
very less amount.
S%22!sion
If proper attention is given then many of the shops in these areas have
the capacity S will to !ecome the e/clusive Pepsi outlets. In my Tiew those
shops which have a good regular sale of = to +. cases per day should !e
targeted to convert them in e/clusive outlets.
O$!& All Fin.in2s of #! S%&$!y
urvey of Anti Pepsi outlets shows that there are considera!le no. of
outlets which are not selling Pepsi.
$here are various reasons of anti Pepsi !ehavior of retailers asJ)
Large no. of retailers want visi coolers.
Company does not provide schemes properly.
Company does not provide discount properly.
ome retailers want large si%e of Pepsi TII.
ome retailers are not satis&ed with service of Pepsi so they are selling
coke.
All !rands of Pepsi are not availa!le so retailers suCers with shortage of
stock.
$he no. of Pepsi is high in comparison of coke !ut some retailers prefer
to sale coke !ecause of shortage of Pepsi and poor distri!ution channel.
Metailers need display S schemes so that they can increase the sale of
Pepsi.

A?

Metailers need the sign !oards to attract customers.
$he distri!ution is not so proper or we can say not satisfactory.
7any retailers want to tie up with Pepsi !ut company don*t approach
them at right time.
In some area Pepsi en"oying monopoly and somewhere coke.
Metailers complain a!out lower margin on cold drinks due to rising
electricity !ills and other e/penses that are incurred.
Moute agents and salesman do not cover their routes properly.
Metailers complaints a!out shortages during summer season and
complained that route agents and salesman do not visit their outlets during
the summer season.
ome Outlets owners are very angry with the companies performance
Our product start oC late as result other !rand reach the retailers
Scapture the markets.
S%22!sion R!2a&.in2 I*"&o$!*!n
C3 needs to personally contact with retailers who help in knowing the
activities of the distri!utors as well as help in Promoting the !usiness.
It should focus its attention to the untapped market where it can
considera!ly increase its market share.
Distri!utors should from time to time take the pain of &nding out the
reAuirement of retailers and the pro!lem they are facing.
$he process of visi installation should !e made easy.
$here should attention !e paid to the repairing of visi out of order.
Pepsi should work hard more to increase its market share in some areas
like Cantt. Moad# Ha%rat Ban" etc.
Advertisement and pu!licity in the untapped market !y way of signage#
racks# paintings# !anners# hoarding etc. should !e e/panded.
7argin to retailers should !e taken care oC and may !e possi!le ought
to !e increased without increasing the overall price.
Distri!utors should check the working of route agents or salesman on
regular !asis.
hortages of the product during the summer season if possi!le should
!e reduced. It communicates !ad message among the retailers as well as the
consumers.
ignages S merchandise should !e installed against the sale
performance of the outlets as well as the need of the market.
urvey !y the top o6cials should !e made in the un tapped areas to
access the real situation and should !e done as a surprise visit instead of
planned visit.

A4

LIMITATIONS OF STUA(
It is well know fact that constraint and limitations are !ound to !e
present in any study do this also has some limitation asJ)
+) $he survey has !een conducted only in few areas of Lucknow due to
limited time.
4) It is very di6cult to make people understand the signi&cance of
conducting survey.
:) Lack of retailer*s interest to answer the Auestions is also an important
limitation.
<) Lack of knowledge of area has aCected the research.
=) the information given !y the client may !e false and !iased.
CONCLUSON
$he summer training pro"ect was focused on Analysis of Ani P!"si
B!#a$io& of #! R!ail O%l!s'
Pepsi is superior !rand than coca)cola !ut from some time its market
share has come down due to various reasons. In India the company is running
with very fast speed. $he popularity of Pepsi is !etter than coke. It has !right
future.
It has democratic and communicative style of functioning.
Con+l%sion #as 1!!n .&a-n:-
+) proper approach to the retailers at the time of tie ups is reAuired.
4)$he retailer*s satisfaction is low.

AB

<) Company does not provide schemes properly.
=) (o provision for regular replacement of damage of !ottles.
9) 7any complains of retailers does not listen !y the company.
>) 7any retailers want monopoly !ut company does not provide.
QUESTIONNAIRE FOR RETAILERS
Name of outlet: Name of the owner:
Address: Phone:
?UESTION-6 -#i+# +o*"any)s so+/ .o yo% #a$!M
a/ -epsi b/ +oke c/ Both
?UESTION- J E#i+# +o*"any)s VISI yo% #a$!M
a/ -epsi b/ +oke c/ Both
?UESTION-4 Ao yo% n!!. P!"si VISIM
a/ 0es b/ 1o
?UESTION-K Ao yo% -an o s!ll P!"siM
a/ 0es b/ 1o
?UESTION- 8 Ai. yo% s!ll P!"si 1!fo&!M
a/ 0es b/ 1o
?UESTION- L Is P!"si "&o$i.in2 &i2# s!&$i+! o& noM
a/ 0es b/ 1o
?UESTION- I E#a is #! .aily sal! of yo%& o%l!M

AA

a/ !verage b/ 2ood c/ *ery good
?UESTION- 7 E#a is #! &!ason of 1!in2 ani P!"siM
a> Tisi not provided !1 $ie up with CokeU coke approached &rst
+> Pepsi services not suits d1 chemes are not as good as Coke*s
BIBLOGRAPH(
Boo/s:
7arketing 7anagement L HPhilip GotlerI
Mesearch 7ethodology L HC.M. GothariI
E!1 Si!s
www.google.com
www.pepsico.com
www.coca)cola.com
www.ask.com

www.wikipedia.org

A7