MARKET SURVEY OF PEPSICO RETAILERS ON DISPLAY

EFFECTIVENESS
PROJECT REPORT SUBMITTED TO

UNIVERSITY OF PUNE
IN PARTIAL FULFILMENT OF REQUIREMENT FOR THE
AWARD OF DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY

JAMAAL KHAN

UNDER THE GUIDANCE OF

PROF. ASHOK K. TIWARI

JSPMS

JAYAWANT INSTITUTE OF MANEGEMENT

STUDIES.
TATHWADE, PUNE-33

1|Page

DECLARATION

I, the undersigned, hereby declare that the Project

Report entitled Market survey of PepsiCo Retailers on
display effectiveness written and submitted by me to the
University of Pune in partial fulfillment of the requirement for the award of degree of
Master of Business Administration under the guidance of Prof. Ashok Tiwari is my
original work and the conclusions drawn therein are based on the material collected by
myself.

Place: Pune Research Student

Date: Jamaal khan

2|Page

CERTIFICATE

This is to certify that the Project Report entitled

Market survey of PepsiCo Retailers on display
effectiveness which is being submitted herewith for the award of the degree of Master
of Business Administration of University of Pune, Pune is the result of the original
research work completed by Jamaal Ahmed khan under my supervision and guidance
and to the best of my knowledge and belief the work embodied in this Project Report has
not formed earlier the basis for the award of any degree or similar title of this or any other
University or examining body.

Place: Pune

Research Guide

Date:

Prof. Ashok Tiwari

3|Page

ACKNOWLEDGEMENT

Its gives me great pleasure in acknowledging the invaluable assistance extended to me by

various person in the successful completion of the project.

I express my sense of independence gratitude to the Dr. Rajashree Shinde, Director and
Prof. Ashok K. Tiwari, Project guide and other faculty member of Jayawant Institute of
Management Studies, Tathwade Pune 33, who guided and encourage me from time to
time for the successful completion of this project report.

My humble thanks to my all the professors for guiding me during the two months training
as my training mentor.
I express our thanks to Aradhana Soft drink Co. a sister concern of PepsiCo India
holding (p) Ltd. Kanpur, for granting me the permission to work with the esteem
organization. I am also thankful to Mr. Amol Sharma
(TDM), Mr. Sameer wali (ASM) and Mr. Vaishnava srivastava (CE) of Aradhana Soft
drink Co. Kanpur, who guided and helped us in all possible ways they could, at every
stage of the project.

am also very thankful to MR. SAMEER WALI

Aradhana Soft drink Co. Kanpur, who was my project guide during my training period.
He helps me at every completion stage of the project & provides me all the

4|Page

information that is necessary for the execution of the project.

I would also like to thank all the Executives, distributers & staff member attached to
Aradhana Soft drink Co. Kanpur who provided us all the relevant information and their
kind support, on the basis of which this report has been prepared.

Lastly I would like to pay our special regards to my parents for their encouragement and
full support for completion of this project work.

5|Page

EXECUTIVE SUMMARY

PEPSI is the world leader in the convenient foods and beverages with the revenue of
about $39 billion (2007-08) and over 198000 (2008-09) employees. The companies
consist of the snack business of Frito lay NORTH AMERICA. PepsiCo Brands are
available in nearly 200 countries and territories.

In INDIA, the company has an extremely positive outlook. PepsiCo gained entry to India
in 1988 by creating a joint venture with the Punjab government-owned Punjab Agro
Industrial Corporation (PAIC) and Voltas India Limited. This joint venture marketed and
sold Lehar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCo
bought out its partners and ended the joint venture in 1994.

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 can be further
classified into Cola, Lemon, Orange, Mango, and Apple segments. Marketing includes all
the activities like promotion, distribution, advertising etc., to fulfill the all segment of
consumers. Marketing is also to convert social needs into profitable Opportunities.

The study of Market survey of PepsiCo Retailers on

display effectiveness provides the details to inculcate the
efficiency.

It is also requirement for the company to

6|Page

improve their service and quality for achieving their ultimate goal.

The topic was allotted by the company and it was required to collect the
information about current status of the Visi cooler that is given by the company to the
retailer for selling of soft drink of PepsiCo.

The main objective of the research was to know the companys position in the
soft drink market by doing Visi purity & Charging of every visi cooler.

The location for the project was Kanpur (south) consisting below mentioned area.

1) Rawatpur
2) Ashok nagar
3) Pandu nagar

The duration for the project was

st

June 2009 TO 30th July 2009

In this project the main purpose of the study was to visit the outlet of PepsiCo & check
the visi-purity & visi-charging to know the status of sales & proper display of its
products. A list carrying name of outlet provided by PepsiCo & I have to visit only those
outlet which are mentioned in that list because listed outlet are not performing up to the
mark of PepsiCo guideline. Planogram is one of the tool through

7|Page

which I have to make proper display of the product in the visi-cooler so that every brand
of PepsiCo could be visible to the consumer.

8|Page

CONTENTS

Chapter No.

Particulars

Page No.

Chapter I

Introduction

10-13

Chapter II

Profile of the organization

14-41

Chapter III

Research Design &

42-44

Methodology
Chapter IV

Conceptual Background

Chapter V

Data Presentation, Analysis

Chapter VI

& Interpretation
Findings, Suggestions &
Conclusion.

Bibliography
Appendix/Annexure.

9|Page

45-53

54-70
71-74

CHAPTER I

INTRODUCTION OF PROJECT

Modern age is full of competition. Today only way of success is continuous efforts
towards the growing market needs and satisfying them. It is the marketers job to know
what the market speaks i.e. the ever changing needs of the customer through market
research & adopt them fruitfully. It is must for all the companies to make policies
according to the customer and the government. Today to succeed, organization has to
target its customer needs, to create a culture in the organization i.e. market conscious &
responsive to customer needs.

Soft drinks industry has become big business in India in recent years. The
soft drinks business underwent major changes with the entry of PEPSI and re-entry of
COCO-COLA in India in the late 80s when Parle with brands like Thumps up, Limca &
Gold spot was a clear leader. Coco-Cola took up the product line of Parle in 1993-94;
today both brands are the Indians favorite soft drinks.

10 | P a g e

OBJECTIVES OF STUDY
This study offers an opportunity to the student of management to develop the
required skill and in sights for making the best use of experiment and judgment to
practical life. To gain an insight into why individuals act in certain consumption related
way & Learning what & external influence compel them to act as they do.

So the main Objective is to study of Visi purity & charging of retail outlet in Kanpur
south .

OBJECTIVES
1

To find out the most popular brand of PepsiCo & satisfaction level of its
retailers.

To check the Planogram (POG) norms, whether retailers followed it

properly or not.

To find the proper merchandizing and product display in the outlet &
relation between company & its retailers.

To help the company in increasing its sales & finding out the benefits of
visi-charging.

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STETEMENT OF THE PROBLEM

Market survey of PepsiCo Retailers on display effectiveness

PepsiCo were facing problem regarding product availability in visi-cooler & display of
the product in the premises of the outlet. So that as a result the sale of the product has not
been achieving the sales target set by the company.

SCOPE OF THE STUDY

The training in the organization is very important for a student who is undergoing with
such course. This course is not the answer for the entire problem which arises in the
practical field. There is no certain formula for any particular problem but the aim of this
study is to develop the ability of decision making. A right decision at right time itself
helps an organization to run smoothly.

This training in an organization given an idea how decision are taken tact fully when any
problem comes to an executive. So the way of problem right decision making and
knowledge of different type of marketing activities give much importance to the study.
Though only in two months it was not possible to understand it so deeply but an overall
idea could develop.

12 | P a g e

LIMITATION OF THE STUDY

Since the product under study was consumer goods, which requires a
large sample to have a correct study, a sample size of 100 Respondents was too
small for it . But time & money did not allow Researcher to have a large sample.
And also to manage a large sample would also be difficult by Researcher alone.

Mostly stress was given on primary data, as it was difficult to collect

Secondary data from organization & distributors.

Some of the respondents were not co-operative and many of them seem to
be having no interest.

It is impossible to find out the problem faced by the PepsiCo in a time

span of 2 months.

Area was specified.

It is extremely difficult to persuade retailer to respond to questionnaire.

The retailer knows us as people from Pepsi there by the responses could
have been biased.

The company does not provide any financial assistance.

The time allowed for the project was short. It was impossible to study
deeply in that short period.

10

Region i .e., Urban area therefore the result are applicable to Kanpur

region only these findings may not have much relevance in other regions of
different from rest of the country

13 | P a g e

CHAPTER II

PROFILE OF THE ORGANISATION

PEPSICO HEADQUARTERS
PepsiCo World Headquarters is located in Purchase, New York, and Approximately 45
minutes from New York City. The seven building Headquarters complex was designed by
Edward Durrell Stone, one of Americas foremost architects. The building occupies 10
acres of a 144 Acre complex that includes the Donate M. Kendall Sculpture Gardens, A
world acclaimed sculpture collection in a garden setting. The collection of works is
focused on major twentieth century art, and Features works by masters such as Auguste
Rodin, Henri Laurens, Henry Moore, Alexander Calder, Alberto Giacometti, Arnaldo
Pomodoro & Class Olden berg. The gardens were originally designed by the World
famous garden planner, Russell Page, and have been extended By Francois Goffinet. The
grounds are open to the public and a Visitors booth is in operation during the spring and
summer.

14 | P a g e

COMPANY PROFILE
COMPANY

: PEPSICO

TYPE : public
FOUNDED

: New York (1965)

HEADQUATERS: purchase New York

AREA SERVED : Worldwide
KEY PEOPLE: INDRA K. NOOYI (CEO)
INDUSTRY : Non alcoholic beverage
Market cap

: USD 107.19 Billions (2008-2009)

Revenue

: USD 39.474 Billions (2007-2008)

Operating income: USD 7.170 Billions (2007-2008)

Net income

: USD 5.658 Billions (2007-2008)

Total assets

: USD 34-628 Billions (2007-2008)

Division

: Food, American beverages,

Employees

: 1980000 (2008-2009)

Website

: www.pepsico.com

Address: Global Business Park, Tower A, 4th floor, Mehrauli-Gurgaon Road, Gurgaon
122002
Telephone: 91-124- 2880541
Fax: 91-124-2356270
Website: www.pepsiindia.co.in
Email: corporate.communications@intl.pepsico.com

15 | P a g e

VISION

"PepsiCo's responsibility is to continually improve all aspects of the world in which we

operate environment, social, economic creating a better tomorrow than today."

Our vision is put into action through programs and a focus on environmental stewardship,
activities to benefit society, and a commitment to build shareholder value by making
PepsiCo a truly sustainable company.

MISSION

Our mission is to be the world's premier consumer Products Company focused on

convenient foods and beverages. We seek to produce financial rewards to investors as we
provide opportunities for growth and enrichment to our employees, our business partners
and the communities in which we operate. And in everything we do, we strive for
honesty, fairness and integrity

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PEPSI CO HISTORY AN
OVERVIEW

1893-- Caleb Brad ham, a young pharmacist from New Bern, North Carolina, begins
experimenting with many different soft drink concoctions; patrons and friends sample
them at his drugstore soda fountain .

1898-- One of Caleb's formulations, known as "Brad's Drink," a combination of

carbonated water, sugar, vanilla, rare oils and cola nuts, is renamed "Pepsi - Cola" on
August 28, 1898 . Pepsi - Cola receives its first logo .

1902-- The instant popularity of this new drink leads Brad ham to devote all of his energy
to developing Pepsi -Cola into a full -fledged business. He applies for a trademark with
the U.S. Patent Offi ce, Washington D.C., and forms the first Pepsi -Cola Company.

The first Pepsi - Cola newspaper advertisements appeared in the New Bern Weekly
Journal .
1903-- "Doc" Brad ham moves the bottling of Pepsi - Cola from his drugstore into a
rented warehouse; he sells 7 ,968 gallons of syrup in the first year of operation .

17 | P a g e

Pepsi's theme line is "Exhilarating, Invigorating, and Aids Digestion . "

1904-- Brad ham purchases a building in New Bern known as the "Bishop Factory" for
$5,000 and moves all bottling and syrup operatio ns to this location. Pepsi is sold in six ounce bottles. Sales increase to 19,848 gallons .

1905-- Pepsi - Cola's first bottling franchises are established in Charlotte and Durham,
North Carolina . Pepsi receives its new logo, its first change since 1898 .

1906-- Pepsi gets another logo change, the third in eight years . The modified script logo
is created with the slogan, "The Original Pure Food Drink. " There are 15 U .S . Pepsi
bottling plants . The Pepsi trademark is registered in Canada . Syrup sales rise to 38,605
gallons .

The federal government passes the Pure Food and Drug Act, banning substances such as
arsenic, lead, barium, and uranium, from food and beverages . This forced many soft
drink manufacturers, including Coca - Cola, to change their formulas . Pepsi - Cola,
being free of any such impurities, claimed they already met federal requirements .

1907-- Pepsi - Cola Company continues to expand; the company's bottling network
grows to 40 franchises.

18 | P a g e

Pepsi - Cola sells more than 100,000 gallons of syrup .

Pepsi trademark is registered in Mexico . Syrup sales rise to 104,026 gallons .

1908-- Pepsi - Cola becomes one of the first companies to modernize delivery from horse
drawn carts to motor vehicles . Two hundred fifty bottlers in 24 states are under contract
to make and sell Pepsi - Cola .

1909-- Automobile race pioneer Barney Old field endorses Pepsi - Cola in newspaper ads
as "A bully drink ...refreshing, invigorating, a fine bracer before a race ."

1910-- The first Pepsi - Cola bottlers' convention is held in New Bern, North Carolina .

1920-- Pepsi theme line speaks to the consumer with "Drink Pepsi - Cola, it will satisfy
you ."
1923-- Pepsi - Cola Company is declared bankrupt and its assets are sold to a North
Carolina concern, Craven Holding Corporation, for $30,000. Roy C . Megargel, a Wall St
reet broker, buys the Pepsi trademark . Business and good will from Craven Holding
Corporation for $35,000, forming the Pepsi - Cola Corporation.

1928-- After five continuous losing years, Megargel reorganizes his company as the
National Pepsi - Cola

19 | P a g e

Company, be coming the fourth parent company to own the Pepsi trademark .

1931-- U . S . District Court for Eastern District Virginia declares the National Pepsi Cola Company bankrupt, the second bankruptcy in Pepsi - Cola history . The Loft candy
company acquires the National Pepsi - Cola Company. Charles G. Goth, president of
Loft, assumes leadership of Pepsi and commands the reformulation of Pepsi - Cola syrup
formula .

1933-- By the end of the year, Goths new Pepsi - Cola Company is insolvent .

1934-- A landmark year for Pepsi - Cola . The drink is a hit and to attract even more
sales, the company begins selling its 12 - ounce drink for five cents (the same cost as six
ounces of competitive colas) . The 12- ounce bottle debuts in Baltimore, where it is an
instant success . The cost savin gs proves irresistible to Depression - worn Americans and
sales skyrocket nationally . Caleb Brad ham, the founder of Pepsi - Cola and "Brad's
Drink," dies at 66 (May 27th, 1867 February 19th, 1934) .

1935-- Guth moves the entire Pepsi - Cola operation to Long Isla nd City, New York, and
sets up national territorial boundaries for the Pepsi bottler franchise system.

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1936-- Pepsi grants 94 new U . S. franchises and year - end profits reach $ 2,100,000 .

1938-- Walter S . Mack, Jr . , V .P . of Phoenix Securities Corporation is ele cted

President of the Pepsi - Cola Company . Mack, who considers advertising the keystone of
the soft drink business, turns Pepsi into a modern marketing company.

1939-- The "Pepsi & Pete" comic strip introduces the "Twice as much for a nickel" theme
in newspa pers . Pepsi - Cola Company names Mack as CEO .

The Board of Directors removes Guth from the Pepsi payroll after he plans to personally
acquire a competing cola .

1940-- Pepsi - Cola

Company

makes advertising

history with "Nickel, Nickel," the first advertising jingle ever broadcast nationwide on
radio .
1941-- The New York Stock Exchange trades Pepsi's
stock for

the

first - time .

In support of the war effort, Pepsi's bottle crown colors change to red, white, and blue .

1943-- Pepsi's theme line becomes "Bigger Drink, Better Taste. "

1948 - - Corporate headquarters moves from Long Island City, New York, to midtown
Manhattan .

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1950-- Alfred N. Steele becomes President and CEO of Pepsi - Cola . Mr . Steele's wife,
Hollywood movie star Joan Crawford, is instrumental in promoting t he company's
product line .

Pepsi receives its new logo, which incorporates the "bottle cap" look. The new logo is the
fifth in Pepsi history .

1953-- "The

Light Refreshment" campaign

capitalizes on a change in the product's formula that reduces caloric conte nt .

1955-- Herbert Barnet is named President of Pepsi - Cola.

1959-- Pepsi debuts at the Moscow Fair. Soviet Premier Khrushchev and U . S . Vice
President Nixon share a Pepsi .
1960-- Young adults become the target consumers and Pepsi's advertising keeps pace
with "Now it's
Pepsi, for

those who

think young . "

1962-- Pepsi receives its new logo, the sixth in Pepsi history . The 'serrated' bottle cap
logo debuts, accompanying the brand's groundbreaking "Pepsi Generation" ad
campaign .

1963-- After climbing the Pepsi ladd er from fountain syrup salesman, Donald M.
Kendall is named CEO of Pepsi -Cola Company. Pepsi -Cola continues to lead the soft
drink industry in packaging innovations, when the 12 - ounce bottle gives way to the 16 ounce

22 | P a g e

size. Twelve -ounce Pepsi cans are first introduced to the military to transport soft drinks
all over the world.

1964-- Diet Pepsi, America's first national diet soft drink debuts . Pepsi - Cola acquires
Mountain Dew from the Tip Corporation .

1965-- Expansion outside the soft drink industry begins . Frito - Lay of Dallas Texas and
Pepsi - Cola merge, forming PepsiCo, Inc . Military 12 - ounce cans are such a success
that full - scale commercial distribution begins . Mountain Dew launches its first
campaign, "Yahoo Mountain Dew ...It'll tickle your innards ."

1970-- Pepsi leads the way into metrics by introducing the industry's first two - liter
bottles . Pepsi is also the first company to respond to consumer preference with light
weight, recyclable, Plastic bottles . Vic Bonomo is named President of Pepsi - Cola . The
Pep si World Headquarters moves from Manhattan to Purchase, NY .

1974-- First Pepsi plant opens in the U. S .S .R . Television ads introduce the new theme
line, "Hello, Sunshine, Hello Mountain Dew. "

1976-- Pepsi becomes the single largest soft drink brand sold in A merican supermarkets .
The campaign is "Have a Pepsi Day!" and a classic commercial, "Puppies," becomes one
of America's best - loved

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ads . As people get back to basics, Pepsi is there as one of the simple things in life .

1977

-- At 37, marketing genius John Scu llery is

named

1978

President

of - Pepsi - Cola .

-- The Company experiments with new flavors.

Twelve - pack cans are introduced .

1980

-- Pepsi becomes number one in sales in the

take home market .

1981

-- PepsiCo

andChinareach

agreementto

manufacture soft drinks, w ith production beginning next year.

1982-- Pepsi Free, a caffeine - free cola, is introduced

nationwide. Pepsi Challenge activity has penetrated
75%

of

the

U. S . market .

1983-- Mountain Dew launches the "Dew it to it" theme .

1984--Pepsi advertising takes a dramatic turn as Pepsi becomes "the choice of a New
Generation."
Lemon Lime Slice, the first major soft drink with real fruit juice, is introduced, creating a
new soft drink category, "juice added." In subsequent line of extensions, Mandarin
Orange Slice goes on to become the number one orange soft drink in the U.S. Diet Pepsi
is reformulated with
NutraSweet

(aspartame)
24 | P a g e

brand

sweetener.

1985--After responding to years of decline, Coke loses to Pepsi in preference tests by

reformulating. However, the new formula is met with widespread consumer rejection,
forcing the re-introduction of the original formulation as "Coca-Cola Classic." The cola
war takes "one giant sip for mankind," when a Pepsi "space can" is successfully tested
aboard the space shuttle.

By the end of 1985, the New Generation campaign earns more than 58 major advertising
and film-related awards. Pepsi's campaign featuring Lionel Ritchie is the most
remembered in the country, according to consumer preference polls.

1986-- Chairman Donald M . Kendall retires and is succeeded by D . Wayne Calloway.

7UP international is acquired in Canada. Pepsi - Cola acquires Mug Root Beer .

1987-- Pepsi - Cola President Roger Enrico is named President / CEO of Pepsi Co
Worldwide Beverages . Pepsi - Cola World Headquarters mov es from Purchase to
Somers, New York . After a 27 - year absence, Pepsi returns to Broadway with the
lighting of spectacular new neon sign in Times Square .

1988-- Craig Weather up is appointed President/CEO of Pepsi - Cola Company .

1989-- Pepsi lunges into the n ext decade by declaring Pepsi lovers "A Generation Ahead.
" Chris

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Sinclair is named President of Pepsi - Cola International . Pepsi - Cola introduces an

exciting new flavor, Wild Cherry Pepsi .

1990-- American Music Award and Grammy winner rap artist Young MC writ es and
performs songs exclusively for national radio ads for Pepsi . Ray Charles joins the Pepsi
family by endorsing Diet Pepsi . The slogan is "You Got the Right One Baby ."

1991-- Craig E . Weather up is named CEO of Pepsi - Cola North America, as Canada
become s part of the company's North American operations . Pepsi introduces the first
beverage bottles containing recycled polyethylene terephthalate (or PET) into the
marketplace. The development marks the first time recycled plastic is used in direct
contact with food in packaging.

1992-- Pepsi - Cola launches the "Gotta Have It" theme which supplants the longstanding
"Choice of a New Generation . " Pepsi - Cola and Lipton Tea Partnership is formed.
Pepsi will distribute single serve Lipton Original and Lipton Brisk pro ducts . Crystal
Pepsi: a refreshing, clear soda that is caffeine free has 100% natural flavors, no
preservatives and is low in sodium, goes national .

Mountain Dew introduces the popular theme line, "Get Vertical . "

1993-- Brand Pepsi introduces its slogan, "B e Young . Have Fun . Drink Pepsi ." Pepsi Cola profits

26 | P a g e

surpass $1 billion. Pepsi introduces an innovative 24- can multi pack that satisfies
growing consumer demand for convenient large - size soft drink packaging . "The Cube"
is easier to carry than the tradition al 24 - pack and it fits in the refrigerator .

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 . Pepsi Foods Internatio nal and Pepsi - Cola International merge, creating
the PepsiCo Foods and Beverages Company .

1996-- In February of this year, Pepsi makes history once again, by launching one of the
most ambitious entertainment sites on the World Wide Web . Pepsi World eventual ly
surpasses all expectations, and becomes one of the most landed and copied, sites in this
new media, firmly establishing Pepsi's presence on the Internet .

1997-- In the early part of the year, Pepsi pushes into a new era with the unveiling of the
Generat ion Next campaign. Generation Next is about everything that is young and fresh;
a celebration of the creative spirit . It is about the kind of attitude that challenges the
norm with new ideas, at every step of the way.

PepsiCo . Announces that, effective Oc tober 6th, it will spin off its restaurant division to
form Tricon

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Global Restaurants, Inc . Including Pizza Hut, Taco Bell, & KFC, it will be the largest
restaurant company in the world in units and second - largest in sales .

1998-- Pepsi celebrates its 100t h anniversary

PepsiCo . Chairman and CEO Roger A . Enrico donate his salary to provide scholarships
for children of PepsiCo employees.

2000-- Although Pepsi is a great place to work, Steven Truitt (aka 'struitt') takes his skills
and hard work elsewhere (for more money of course!), therefore putting an end to his
Pepsi page! For

More information about Pepsi, choose a search engine and search for 'Pepsi' or visit
www . pepsi . com or www . Pepsi Co . com .

As an MNC, on the globe, Pepsi Foods Ltd is one of the largest soft drink companies in
the world with its head quarters in New York.

Pepsi entered the Indian soft drink market in 1998 and began its production in May 1990
and soon it was giving the local contenders to run for their money in the soft drink
market . It c omes out with dazzling marketing innovation that rocket the cola market line
selling the product through function,

Pepsi outlets. Pepsis success in creating a brand

28 | P a g e

almost from scratch in India is the stuff that marketing case studies are made of. Given t
he problems of doing business in markets like ours, Pepsi entered the market as an under
-dog. Its first even advantage - it entered before Coke returned - was considerable
reduced by the enormous export obligations stepped on the company. Yet right from the
beginning, Pepsi demonstrated a far more focused approached .So while it entered the
market like any other MNC, it was quick to adapt, It realized that consumers, particularly
the youth, to whom it consciously reached out, would identify better with a brand that
they see as global, yet Indian, Pepsi was built as a desi brand. Hence its deliberate
attempt to build ad campaigns using the popular Hinglish In the process, slogans like,
YEHI

HAI

RIGHT CHOICEBAB Y

MAANGE MORE

AHA

and YEH

DIL

became part of Indias popular consciousness. When Pepsi lost the

bidding battle to sponsor a Cricket tournament to coke, the loss was turned into triumph
with the catch line, Nothing official about it. It cashed in on the untapped consumer
aspiration in smaller towns, the hinterlands of metropolitan cities and now days the
slogan which

is on air is YEH

PYAAS HAI BADI

It showed a rare ability not only to survive, but also grow through Indias tortuous policy
twists and turns, which threw many other MNCs off balance.
Its top management team did not suffer from the frequent changes seen at rival, Coke
Consequently, it

29 | P a g e

was able to unlike coke, which paid enormous prices to buy out established local brands,
and Pepsi brought its own stuff over, and pushed those aggressively with dealers,
retailers and consumers. Right now, it can bark its outstanding success in building a
brand that has become synonymous with soft drinks across the length and breadth of the
country.

30 | P a g e

SALES AND MARKETING

HIERARCHY OF
PEPSICO INDIA.

MUM Marketing Unit Manager: In charge of specific zones (e.g. north, south, east,
west) and report to the corporate Office.

UM - Unit Manager: In charge of day to day operations and supervision of all the
functions within the organizations including operations, logistics, sales and distribution,
marketing. The Unit Manager reports to the MUM.

31 | P a g e

TDM - Territory Development Manager: TDM is the in charge of the sales and
distribution network of a particular territory within a zone. Responsible for the daily,
monthly and annual sales within the territory decides the daily schemes for products and
incentives for salespersons. He is also responsible for cost effectiveness, profit generation
and profit maximization within the territory.

ADC - Area Development Coordinator: Reports to the TDM, and is in charge of a C &
F center and the distributor point in the area. He is directly responsible for any issues in
the area and is supposed to ensure the smooth functioning of the entire sales and
distribution network in the area. ADC is responsible for timely disposal of any issue
faced by the retailers. He decides and approves the boards, displays and hoardings in the
area.

CE - Customer Executive: Reports to the ADC and is in charge of the salespersons. He

is required to visit the market and accompany every salesperson as frequently as possible.
He is the first person to get information about the market / area and is the first contact if
the salespersons or retailers face issue. Responsible for assigning and achieving daily
sales target given to the salespersons.

32 | P a g e

PSR Pre-sales Representative: They are the most important asset for the company as
they are the ones who sell the products, are responsible for acquiring new customers, and
retain the old ones. Their work also includes informing the retailers about the promotions
and any new scheme launched. They are also required to push for the sale of any new
product launched in the market and make sure that the retailers are following the
company guidelines regarding the launch and the maintenance of Visi coolers. They
report to the CE.

DA Delivery Agent: These are the people who are responsible for delivering the
PepsiCo products to the retailers at their outlet with the help of delivery van. Their duty is
to supply the products on the basis of invoice issued by the company.

33 | P a g e
Mountain Dew

Pepsi
Pepsi
Caffeine Free
Pepsi
Diet Pepsi
Caffeine Free
Diet Pepsi
Diet Pepsi Max
Jazz Diet Pepsi
Diet Pepsi
Lime
Diet Pepsi
Vanilla
Pepsi Wild
Cherry
Diet Pepsi Wild
Cherry
Pepsi ONE
Sierra Mist
Sierra Mist
Diet Sierra
Mist
Sierra Mist
Cranberry
Splash
Sierra Mist
Free
Cranberry
Splash

Tropicana
Tropicana
lemonade and
punches
Tropicana
Light
lemonade and
punches
Tropicana
Twister sodas

Mountain Dew
Diet Mountain
Dew
Caffeine Free
Mountain
Dew
Mountain Dew
Code Red
Diet Mountain
Dew Code
Red
Mountain Dew
Livewire
Mountain Dew
Voltage

Mug Root Beer

Diet Mug Root
Beer
Mug Cream
Soda
Diet Mug
Cream Soda
No Fear
No Fear
No Fear Mother
load
Sugar Free No
Fear Mother
load

Dole (License)
AMP Energy
Dole juices and
juice drinks
Dole Plus
fortified juices

AMP Energy
AMP Energy

Sugar Free
AMP Energy
Overdrive
AMP Energy
Prelaunch
AMP Energy
Traction
AMP Energy
Elevate
AMP Energy
Shot

Ocean Spray
(License)

Mug Root Beer

SoBe
SoBe juice
drinks, dairy,
and teas
SoBe Lean diet
juice drinks,
dairy, and teas
SoBe Life
Water
SoBe

Outside North
America
Mirinda
7UP
(International)
Pepsi Limn
Kas
Teem
Pepsi Max
Pepsi Light
Manzanita Sol
Paso de los
Toros
Fruko
Evervess
Yedigun
Shani
Fiesta
D&G (License)
Mandarin

34 | P a g e

Adrenaline
Ocean Spray Rush Radical Fruit
juices
Ocean Spray Aquafina
juice drinks
Ethos Water Aquafina
(License) Aquafina
Manzanita So
Flavor Splash
Slice
Aquafina
Fruit Works Sparkling
juice drinks
Mirinda
Starbucks
(Partnership)

Frappuccino
ready-to-drink
coffee
Starbucks
Doubleshot
Starbucks
Double shot
Energy
Starbucks Iced
Coffee

Lipton
(Partnership)

Lipton Brisk
Lipton Iced Tea
Lipton Pure
Leaf

(License)

35 | P a g e

PEPSICO INDIAS EXPANSIVE

PORTFOLIO
Refreshment beverages

36 | P a g e

Sports drinks

100% natural fruit juices and juice based drinks

Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low calorie options Diet Pepsi
and 7Up Light; hydrating and nutritional beverages such as Aquafina drinking water,
isotonic sports drinks - Gatorade, and 100% natural fruit juices and juice based drinks
Tropicana, Tropicana Twister and Slice. Our local brands Lehar Everest Soda, Dukes
Lemonade and Mangola complete our diverse spectrum of brand

37 | P a g e

PEPSICO SKUs

38 | P a g e

FUTURE PLAN OF PEPSICO

Pepsi plans low-cost beverages, snacks to fight anemia

PepsiCo India expects to test-market its products to fight anemia among rural women
sometime next year. The soft-drinks major are working on low-cost prototypes of both
beverages and snacks that can deliver the benefit.

Mr. Sanjeev Chadha, Chairman, PepsiCo India, in an interview to Business Line, said,
The price of the product has to be affordable to the bottom of the pyramid; we are
looking at a consumer price of between Rs 1 and Rs 2 per serve.

This is a global project, he said, with India being the lead country. The product is being
developed through close teamwork between our local R&D teams and our global experts.
The team is making rapid progress. We tried some very exciting prototypes in the past
month. The next major step will be clinical trials to ensure that the product delivers in the
Indian environment, he elaborated. As per the National Family Health Survey 2005-06,
50 per cent of young Indian women, irrespective of income, suffer from iron deficiency.

Aug 7,
2009
Aug 3,
2009

- Frito-Lay India announces Chitrangda Singh as

the new face of Aliva

TA Sekar & Wasim Akram Impressed with

Indias Gen-Next of pace bowling at the
39 | P a g e

Gatorade Centre for Pace Excellence

Aug 3,
2009

1-

PepsiCosNadu Nimbooz makes its debut in Tamil

July 29,
2009

2-

July 27,
2009

- PepsiCo'sKarnataka Nimbooz makes its

July
27,
20
09
Jun
e 4,
20
09
Jun

PepsiCo India shows revolutionary results with

initiative

e 1,
2009
May 27,
2009
May 12,
2009

1-

Pace
Lege
nd
Wasi
m
Akra
m
inau
gura
tes
"Gat
orad
e
centr
e for
pace
exce
llenc
e
in
Delh
i

its Direct Seeding

debut

in

2Frito-Lay India Delivers a

Cracker of a Launch with Aliva
3PepsiCo
Doubles
Investment in India in 2009

4Pepsis First Ball ka

Captain
5Think gold this summer
with 7UP Sone Ke Nimbu offer

May 12,
2009
May 09,
2009

- Pepsi signs on boxing champion Vijender

Singh as its new Brand Ambassador!

- Diet Pepsi dons a new look and gets slimmer

- Kurkure Desi Beats in a Crunchy Wheat

April 28,
2009
Avatar!
l 15,
2motion at the
1Nimbooz
2009
P
ICC World Cup
A
Pepsi
Bowls
gives Ekdum
r
Twenty
20,
p
Asli
Indian Youngistaan over o England '09
tadka to IPL Exciting, New,
ri
09
April 01, 2009
40 | P a g e
PepsiCo ushers a wave of change with the all
March 19,
1new, punchier & more powerful Pepsi for Andhra Pradesh
2009
March 05,
2009

2-

March 05,
2009

3-

February
27, 2009

4-

Pepsi to quench the thirst of mighty Mumbai Indians at IPL 2009

February
27, 2009

5-

7UP2009 partners with Chennai Super Kings for IPL

Mountain Dew unveils its new thematic TVC for 2009 'Darr Ke Aaagey Jeet

Hai'

Mountain Dew unveils its new thematic TVC for 2009 'Darr Ke Aaagey Jeet

Hai'

February
27, 2009
February
25, 2009
February

- PepsiCo launches Nimbooz, India's favorite

nimbu paani

Katrina and Slice entice consumers to give into

Pure Mango Pleasure with its new campaign
Mirinda unveils its Summer Campaign for

Tamil Nadu with Asin

23, 2009
February
Gatorade
launches
11,
2009
fast
bowling
Fe
training
bru
ary February
1academy in India
ropes in Wasim Akram to
13, 05, 2009
coach budding pace bowlers
20
2Pyaas
badi
ya
09
January 29, 2009
connection?
Pepsi
rethinks for

Refresh your
Y 3-senses with
7UP's new
o
thematic
campaign 'Mood ko do Lemon ka
u
Lift'
n
gi
Pepsi partners
st 4with
T-10
Gully
aa
Cricket as its official
n
beverage sponsor!
41 | P a g e

CHAPTER III

RESEARCH DESIGN AND

METHODOLOGY

INTRODUCTION
Marketing Research is a process of collecting and analyzing marketing and ultimately
to arrive at a certain conclusion. Aradhana Soft Drink Company Is a concern which is
marketing the product having different brands of soft drink. Thus a survey method of
marketing research is essentially exploratory in nature. Thus I opted for

Questionnaire method for conductive survey about the marketing of Pepsi through
retailer in Kanpur (south) region.

Data source: - The various source of information broadly divided in 2 categories.

(a) Primary source: Source from where first hand information are gathered directly are called primary source
and information thus collected is called primary data. In this study the primary data was
collected from RETAILER.

42 | P a g e

(b) Secondary source: The data that are c ollected for other purposes already exist somewhere is called
secondary data. With regard to my study the secondary sources where records of the
company, Magazines, websites, previous research on relevant topic and newspapers .

Research Type:Exploratory research: Exploratory

research

provides

insights

into

and

comprehension of an issue or situation. It should draw definitive conclusions only with

extreme caution. Exploratory research is a type of research conducted because a problem
has not been clearly defined.

Data collection technique

1) Primary Data: - Questionnaire Method.
2)
Secondary Data:- Website, Books, company publications & previous years
project report.

43 | P a g e

Sample Description
1. Sampling technique: Non- probability sampling (judgmental)
2. Sample size: - 100 retailers supplying PepsiCo brands in Kanpur south.

Sample analysis was done by means of statistical tools.

44 | P a g e

CHAPTER IV

CONCEPTUAL BACKGROUND

Market

survey of PepsiCo Retailers on display

effectiveness
The information related to the objectives of the study i.e.
A personal interview with each retailer with the help of questionnaire
was selected as the method of collecting information regarding my objectives of the
study. The questionnaire was used in Kanpur (south) to facilitate tabulation and analysis
of data was designed for segment retailers.

I have collected the information regarding the display of the product in visi-cooler from
PepsiCo retailers that how they are performing the task about the display of the product.
Whether they are following the company guidelines or setting their own standard while
putting soft drink visible to the consumer in the premise of their outlet as a part visual
merchandising.

The questionnaire was prepared by me and I was also filled questionnaire myself while
interviewing the retailers. I used to go every outlet which is given by company and these
outlets were not performing up to the mark of PepsiCos

45 | P a g e

guideline. For interview as far as those languages were used which they can understand
clearly; such as Hindi & English. This is a comprehensive master plan of the study
undertaken, given a general statement of the method used and procedure followed.

These information were collected through the questionnaire method which included
questions on finding out information related to Planogram, status of visi-charging, impact
of prime location of Visi-cooler on sale & display of the products in the premise of outlet
as a part of merchandising.

The display of the products plays a very significant role in marketing of cold - drinks.

Display can be termed as the orderly, systematic, logical & intelligent way of putting
stock on the floor. It has several aspects and involves SKU planning, store windows &
floor dis plays, signs, space design, fixture & hardware, props and mannequins. As
retailing becomes increasingly complex, creating the right atmosphere in the store and
presenting the merchandise in the right manner becomes more & more important .

To produce good di splay, it is vital to understand the product and the customer. Good
display means a selling space that is neat, easy to see, follow and shop. It means
merchandise arranged in a manner that enables the customer to buy quickly, efficiently
and comfortably.

46 | P a g e

Planogram
A Planogram is a tool used by the retailer that helps determine the location of
merchandise within a department . It is a diagram that visually communicates how
merchandise and props physically fit onto a store fixture or window, to allow for pro per
visibility and price point options. A Planogram is created after taking into account factors
like product sales, the movement of the products within the product category and the
space required for various products. They usually list the exact number of square feet
used for the various products and the exact number of products to be displayed in a
particular

The

various tools adopted by the company for

improving display effectiveness are as follows

DISPLAY ADVERTISMENT
Display advertising is a type of advertising that typically contains text (i.e., copy), logos,
photographs or other images, location maps, and similar items. In periodicals, display
advertising can appear on the same page as, or on the page adjacent to, general editorial
content. In contrast, classified advertising generally appears in a distinct section, was
traditionally text-only, and was available in a limited selection of typefaces.

47 | P a g e

Display advertisements are not required to contain images, audio, or video: Textual
advertisements are also used where text may be more appropriate or more effective. An
example of textual advertisements is commercial messages sent to mobile device users.

One common form of display advertising involves billboards.

ADVERTISMENT
Advertising is a form of communication used in helping sell products and services.
Typically it communicates a message including the name of the product or service and
how that product or service could potentially benefit the consumer. Advertising often
attempts to persuade potential customers to purchase or to consume more of a particular
brand of product or service. Modern advertising developed with the rise of mass
production in the late 19th and early 20th centuries.

Many advertisements are designed to generate increased consumption of those products

and services through the creation and reinvention of the "brand image". For these
purposes, advertisements sometimes embed their persuasive message with factual
information. There are many media used to deliver these messages, including traditional
media such as television, radio, cinema, magazines, newspapers, video games, the carrier
bags, billboards, mail or post and Internet marketing. Today, new

48 | P a g e

media such as digital signage is growing as a major new mass media. Advertising is
often placed by an advertising agency on behalf of a company or other organization.

Organizations that frequently spend large sums of money on advertising that sells what is
not, strictly speaking, a product or service include political parties, interest groups,
religious organizations, and military recruiters. Non-profit organizations are not typical
advertising clients, and may rely on free modes of persuasion, such as public service
announcements.

Money spent on advertising has increased dramatically in recent years. In 2007, spending
on advertising has been estimated at over $150 billion in the United States and $385
billion worldwide, and the latter to exceed $450 billion by 2010.

While advertising can be seen as necessary for economic growth, it is not without social
costs.

Unsolicited

Commercial Email and other forms of

spam have become so

prevalent as to have become a major nuisance to users of these services, as well as being
a financial burden on internet service providers. Advertising is increasingly invading
public spaces, such as schools, which some critics argue is a form of child exploitation. In
addition, advertising frequently uses psychological pressure (for example, appealing to
feelings of inadequacy) on the intended consumer, which may be harmful.

49 | P a g e

BANNER
A banner is a flag or other piece of cloth bearing a symbol, logo, slogan or other
message. Banner-making is an ancient craft.

The word derives from late Latin bandum, a cloth out of which a flag is made (Latin
banderia, Italian bandiera). German developed the word to mean an official edict or
proclamation and since such written orders often prohibited some form of human activity,
bandum assumed the meaning of a ban, control, interdict or excommunication. Banns
has the same origin meaning an official proclamation, and abandon means to change
loyalty or disobey orders, semantically "to leave the cloth or flag".

ADVERTISING BANNER
These are often made commercially on a plastic background. The banner industry has
been evolving from the traditional cut-vinyl banners to banners printed with large format
& wide format inkjet printers on various vinyl and fabric materials using solvent inks
and up-curable inks.

Advertisements on the Internet which carry the shape of a banner are also commonly
called "banners".

50 | P a g e

BILLBOARD
A billboard is a large outdoor advertising structure (a billing board), typically found in
high traffic areas such as alongside busy roads. Billboards present large advertisements
to passing pedestrians and drivers. Typically showing large, ostensibly witty slogans, and
distinctive visuals, billboards are highly visible in the top

designated market areas.

Bulletins are the largest, most impactful standard-size billboards. Located primarily on
major highways, expressways or principal arterials, they command high-density
consumer exposure (mostly to vehicular traffic). Bulletins afford greatest visibility due
not only to their size, but because they allow creative "customizing" through extensions
and embellishments. Billboards are a great place to advertise business because rather than
you having to find your customers, your customers will find your advertising.

Posters are the other common form of billboard advertising, located chiefly in
commercial and industrial areas on primary and secondary arterial roads. Posters are a
smaller format than bulletins and are viewed principally by residents and commuter
traffic, with some pedestrian exposure.

POSTER
A poster is any piece of printed paper designed to be attached to a wall or vertical
surface. Typically posters
51 | P a g e

include both textual and graphic elements, although a poster may be either wholly
graphical or wholly textual. Posters are designed to be both eye-catching and convey
information. Posters may be used for many purposes, and they are a frequent tool of
advertisers (particularly of events, musicians and films), propagandists, protestors and
other groups trying to communicate a message. Posters are also used for reproductions of
artwork, particularly famous works, and are generally low-cost compared to original
artwork. Another type of poster is educational posters, which may be about a particular
subject for educational purposes. Many people also collect posters, and some famous
posters have themselves become quite valuable, collectors and vintage posters are usually
framed and matted. Posters may be any size.

SIGNAGE
Signage is any kind of visual graphics created to display information to a particular
audience. This is typically manifested in the form of way finding information in places
such as streets or inside/outside of buildings.

Types of signage:
1
2

Oil Stock sign - massive signage for Oil Stockade.

Street signage - signs stamped out of metal with lettering embossed or
printed (or both).

52 | P a g e

Neon signage - Electric lighting

Modular signage - A signage system that consists of pre designed

elementary units.

Custom-made signage - Signs that are built from scratch to suit a specific
requirement presented by a client or a specific project.

MCFT (Modular Curved Frame Technology) A contemporary fusion

between custom-made signage and modular sign systems that features a curved
profile.

LED sign (light-emitting diodes technology) LED lighting

Architectural Signage/Way finding Systems - A unified system of signs for a single

facility that aid in way finding and identification of specific destinations within the
facility. Signs include building and room identification signs, directional and
informational signs and regulatory signs. In the US, all such systems must comply with
the ADA.

53 | P a g e

CHAPTER V

DATA PRESENTATION, ANALYSIS AND

INTERPRETATION

There are more than 200 outlets are exist in study area including Rawatpur, Pandu nagar
& Ashok nagar but due to time constraint those outlets are given to me by Sameer sir
which are not performing better up to the mark of
PepsiCos guidelines. In Ashok nagar area only 48 outlets are assigned to me &
remaining outlets I had visited were under the aegis of Rawatpur & Pandu nagar.

Areas covered by me are

1) Rawatpur
2) Ashok nagar
3) Pandu nagar

54 | P a g e

Type of outlet

Outlet type
Convenience
Grocery
Eatery
Total

Respondents
38
45
17
100

%age
38
45
17
100%

outlet type

17%
38%

conveni
ance
grocery

45%

eatery

55 | P a
ge

1. Most popular brands of PepsiCo.

Brands
Pepsi
Mirinda
7up
Mountain dew
Slice
Total

Respondents
08
27
15
43
07
100

%age
08
27
15
43
07
100%

Most popular brands

7%

8%

27%

Pepsi
Mirinda
7up
Mountain
dew

43%

Slice

15%

Interpretation: from the above chart we can observe that Mountain Dew (45%) followed
by Mirinda (27%) is the leading brands (in terms of sales) of PepsiCo in Kanpur south.

56 | P a g e

2. Effect of advertisement on sales.

Parameter
Yes
No
Total

Respondents
66
34
100

%age
66
34
100%

advertisment effect

34%

Yes
No
66%

Interpretation: The above pie chart suggests that sales of PepsiCo brands are affected by
advertisement campaign.

57 | P a g e

3. Seasonal shortage of popular PepsiCo brands.

Option
0 times
1 times
2 times
More than 2 times
Total

Respondents
07
12
35
46
100

%age
07
12
35
46
100%

Sessional shortage of brands

7%
12%
0
times

46%
1 times
2 times

More than 2 times

35%

Interpretation: From the above pie chart it is clear that majority of the retailer
faces shortage of soft drinks 2 or more than 2 times.

58 | P a g e

4. Scheme attraction, provided by PepsiCo.

Schemes
Free bottles on crate

Respondents
48

%age
48

Monopoly discount
Brands display scheme
Target based profit
Total

31
06
15
100

31
06
15
100%

schemes by PepsiCo
15%
6%

Monopoly discount
Brands display
scheme
Target based frofit
31%

Interpretation: The above chart clearly shows that 48% of the retailers like free bottles
scheme followed by 31% who prefer monopoly discount.

59 | P a g e

5. Behavior of PepsiCo officials.

Behavior

Respondents

%age

Excellent
Good
Satisfactory
Poor
Very poor
Total

03
12
41
31
13
100

03
12
41
31
13
100%

officials behaviour
13%

3%

12%

Excellent
Good
Satisfact
ory
31%

Poor
Very
poor
41%

Interpretation: It is clear from the above chart that behavior of officials is not up to the
mark. Only 56% retailers are satisfied (including excellent, good & satisfactory
behavior).

60 | P a g e

6. Performance level of visi-cooler.

Performance
level
Excellent
Good
Satisfactory
Poor
Very poor
Total

Respondents

%age

21
58
09
09
03
100

21
58
09
09
03
100%

visi-cooler performance
9%

3%
21%

9%
Excellent
Good
Satisfactory
Poor
Very poor

58%

Interpretation: from the above chart we can conclude that performance level of visicooler is up to the mark. It is happen due to frequent visit of technician.

61 | P a g e

7. Retailers opinion on planogram (POG).

Option
Strictly followed
Wastage of time
Followed
some changes
Useless
Total

with

Respondents
04
27
45

%age
04
27
45

24
100

24
100%

Responses for Planogram

4%
24%
27%
Strictly followed
Wastage of time
Followed with some
changes
Useless

45%

Interpretation: The above chart shows activation of planogram in which 45% of the
retailers had said that some changes is necessary followed by 27% of the retailers who
said that it is wastage of time.

62 | P a g e

8. Status of visi-charging on avg. customer visit.

Visi charging status

0-20%
21-40%
41-70%
More than 70%
Total

Respondents
02
34
45
19
100

%age
02
34
45
19
100%

Visi charging status

19%

2%

34%
0-20%
21-40%
41-70%
More than
70%

45%

Interpretation: from the above chart we can conclude that avg. visi charging is lies
between 41% to 70%. This is not up to the avg. level fixed by PepsiCo.

63 | P a g e

9. Daily Sales of PepsiCo products in crates in a day.

No. of crates
1 to 2
2 to 4
4 to 6
More than 6
Total

Respondents
07
12
58
23
100

%age
07
12
58
23
100%

daily sales of crates

7%
23%

12%

1 to 2
2 to 4
4 to 6
6

More than

58%

Interpretation: from the above pie chart we can assume that 58% of the retailers sold the
4 to 6 crates per day followed by 23% retailers who sell more than 6 crates.

64 | P a g e

10. Peak session for soft drink sale.

Session
Jan. to mar.
April to June
July to sep.
Oct. to dec.
Total

Respondents
00
56
44
00
100

%age
00
56
44
00
100%

Sessional sale of soft drink

0%

44%

Interpretation: it is clear from the above chart that the sale of PepsiCo products is more
in April to June session

65 | P a g e

11. Effectiveness of Sales promotion technique of PepsiCo regarding

Nimbooz.

Promotional
effectiveness
Excellent
Good
Satisfactory
Poor
Very poor
Total

Respondents

%age

00
27
51
19
03
100

00
27
51
19
03
100%

Sales promotion technique of

Nimbooz
3% 0%
19%

27%
Excellent
Good
Satisfactory
Poor
Very poor

51%

Interpretation: it is inferred from the above table that the Sales promotion technique of
its newly launched product Nimbooz is satisfactory in the eyes of retailers.

66 | P a g e

12. Sales impact of prime location of visi-cooler.

Option
Highly increased
Medium increased
Low increased
No effect
Total

Respondents
37
29
20
14
100

%age
37
29
20
14
100%

prime location impact on sale

14%
37%
Highly
increased

20%

Medium
increased
Low increased
No effect

29%

Interpretation: from the above chart we can conclude that the location of visi-cooler in
outlet play very vital role in improvement of sales.

67 | P a g e

13.

Display of crates as a part of Merchandising in outlet.

Crate display
2 to 4
4 to 6
6 to 8
More than 8
Total

Respondents
27
42
20
11
100

%age
27
42
20
11
100%

Merchandising
11%
27%
20%
2 to 4
4 to 6
6 to 8
More than 8

42%

Interpretation: from the above chart we can infer that 42% outlets are displaying the 4
to 6 crates as a part of merchandising.

68 | P a g e

14. Problem solving approach of PepsiCo officials.

Option
1 to 2 days
2 to 3 days
3 to 4 days
More than 4
Total

Respondents
21
15
19
45
100

%age
21
15
19
45
100%

problem solving approach

21%

45%

19%

Interpretation: from the above chart we can conclude that PepsiCo is not considering
much focus on retailers problem.

69 | P a g e

15. Satisfaction from execution done by PepsiCo.

Option
Yes
No
Cant say
Total

Respondents
24
68
08
100

%age
24
68
08
100%

Satisfaction from execution

8%
24%

Yes
No
Cant
say

68%

Interpretation: from the above chart we can infer that 68% of the retailers are not
satisfied by the execution done by PepsiCo at their outlet.

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CHAPTER VI

FINDINGS, SUGGESTIONS & CONCLUSION

FINDINGS
1

On the basis of questionnaire I have found that sale of mountain dew is more as
compare to the other soft drink brand of PepsiCo.

Most of the retailers like free bottles scheme because it is more profitable than
monopoly & target based benefit respectively.

3
also observed that officials behavior is not up to the mark because there are
4lots Iofwas
complained by retailers regarding visit of the officials at their outlet.
Majority of the retailers are satisfied with the performance level of their visicooler

It has seen that retailers are not happy about the activation of planogram. They
think that it is affecting their sale.

58% of the respondents sells 4 to 6 crates in a day, while 23% retailers sells more
than 6 crate each day.
7
Peak session
of sales
soft
drink
is April
to June,
56% retailers agree with this
statement;
while 44%
saidofthat
peak
session
is July
to Sep.

8
9

There is a very good response of newly launched product Nimbooz.

Prime location of visi-cooler plays very vital role in improvement of soft drink sales.

10

42% of the retailers display 4 to 6 crates as a part of merchandising, while

27%, 20%, & 11% are followed by displaying 2 to 4, 6 to 8, & more than 8
respectively.

11

45% of the retailers are unhappy with PepsiCo because they are very careless
about sorting out their problem.

12 I have found that 68% of the retailers are not satisfied with the execution done
by PepsiCo.

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SUGGESTIONS
1

PepsiCo should start the manufacturing of its own packaged water pouch
under the brand of Aquafina so
that there will be no problem of Visi-impurity. From this step PepsiCos product
line as well as its revenue would be increased.

Company should motivate their competent and honest salesman so that

they could provide schemes to the
retailers & make them happy

Supply van from warehouse should be departed on time so that there

would be no delay in delivery of
product. From this step retailers will be happier.

It is often seen that some salesmans dont intimate schemes to the retailer
& few of the retailer complaint
about it. So there should be frequent visits of Customer Executives to their
respective areas to keep the shop-keepers benefited with various schemes.

Most of the retailers are complaining about non-fulfillment of

commitment regarding their leakage &
breakage. Company should make sure that the retailers get fulfill their
commitment on this issue so that they will be satisfied.

PepsiCo should try to give some credit facility to the distributors &
retailers so that they can bring brands
more than their credit worthiness & try to sell maximum no of SKU from their
outlet.

Proper feedback system should be develop by its officials & ensure a

randomly visit of outlet by them.
It will help to build a strong & healthy relationship between company & retailer

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CONCLUSION

The study reveals that the market share of Pepsi in Rawatpur & Ashok
nagar area is 61% as
compared to Coca -Cola is 39%. Thus Pepsi having a clear edge over Coca Cola.

Services after sales of Pepsi is not up to satisfaction level is because, I

found that few
retailers are active in display of Visi coolers and glow sign boards provided by the
company. But in few outlets display system is out of order or not properly
working for the last few months or a year, thus Pepsi management being casual in
this area. The rival company Coca -Cola being very quick in this area.

Number of route vehicles for delivery of goods is less than the required on
e for proper coverage
of whole area of Kanpur. Thus, just -in -time and efficient delivery is affected.

Comparative advantage of Pepsi -field sales personals are there to keep an

eye on the whole
market and to approach where the problem arises. Two way commun ications
occurs for transparency in business. Whereas Coca - Cola Company is weak in
this fields.

The study reveals the immediate steps are not taken in the replacement of
damaged or
breakage goods. The rival company. Coca - Cola is very quick in this area and
efficient also.

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The study reveals that there is lack of POP (point -of -purchase) materials in
few areas of
Kanpur region.

The study reveals that the commitment of supplying gift items or incentive is
not carried
out on scheduled time.

The study reveals th at in prompting soft drinks in a market, advertising media

like glow sign
boards, hoardings, painting etc. plays a vital role in grabbing interest of an outlets
to sell soft drinks. Some areas of Kanpur region are not
equipped somehow with these advertisin g media. This media of advertising is
used by both the companies (Pepsi & Coca - Cola) only for its consumer. This
helps the company to let the consumer know what their product is all about to an
edge its competitors.

The study reveals that the Cola flavor o f Pepsi is very mild in taste as
compared to the Cola brand
of coca - cola, Thumps up.

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BIBLIOGRAPHY

REFRENCE BOOKS

1
rd
G.C. Beri, Marketing Research, 3 edition, Mc Millan India Ltd.
2
rd

Ramaswamy
& Namakumari, Marketing Management, 3 edition, Mc Millan
India
Ltd.

3
4

th

Philip Kotler, Marketing Management, 11 edition, Prentice hall of India.

C.R. Kothari, Research Methodology

Swapna pradhan, Retailing Management, 2

publishing co.

WEBSITES

www.Pepsico.com

www.Pepsizone.com

www.google.com

www.pepsiindia.com

www.wikipedia.com

www.scribd.com
75 | P a g e

nd

edition, TATA McGraw-Hill

APPENDIX/ANNEXURE

QUESTIONNAIRE

Name of outlet:

Contact no.

Outlet ID:

Owners name:

Type of outlet:
(a) Convenience
(c) Eatery

(b) Grocery

(d) Pan shop

(1) Which brand you sell the most from your outlet?
a) Pepsi

b) Mirinda

c) 7up d) Mountain Dew

e) Slice
(2) Did the advertisement affect the sale of your outlet?
a) Yes b) No
(3) How many times you faced the shortage of the popular brand of PepsiCo in a
session?
a) 0 times

b) 1 times

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c) 2 times

d) more than 2 times

(4) Which type of schemes provided by PepsiCo attracts you?

a) Free bottles on crate

b) Monopoly discount

c) Brand Display scheme

d) Target based benefits

(5) What kind of behavior do officials have?

a) Excellent

b) good

c) Satisfactory d) poor
e) Very poor
(6) What is the performance level of Visi-cooler?
a) Excellent

b) good

c) Satisfactory d) poor
e) Very poor
(7) What do you think about Plano gram (POG)?
a) Strictly followed

b) wastage of time

c) Followed with some changes

d) useless

(8) On an average customer visit, what is the status of Visi-charging?

a) 0-20%

b) 21-40%

c) 41-70%

d) more than 70%

(9) How many crates you sell in a day?

a) 1 to 2

b) 2 to 4

c) 4 to 6

d) more than 6
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(10) In which session sale of soft drink is more?

a) Jan. to Mar. b) April to June
c) July to Sep. d) Oct. to Dec.
(11) In your opinion, up to what extent sales promotion technique of PepsiCo
regarding Nimbooz has been succeeded? (Level wise)
a) Excellent

b) Good

c) Satisfactory d) Poor
e) Very poor
(12) What is the impact of prime location of Visi-cooler on your sale?
a) Highly increased

b) Medium increase

c) Low increase

d) No effect

(13) How many crates you display in the premise of your outlet as a part of
merchandising?
a) 2 to 4

b) 4 to 6

c) 6 to 8

d) more than 8

(14) PepsiCo sort out your problem withina) 1 to 2 days b) 2 to 3 days

c) 3 to 4 days d) more than 4 days
(15) Are you satisfied with the execution done by PepsiCo at your outlet?
a) Yes b) No
c) Cant say

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PLANOGRAM

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