Professional Documents
Culture Documents
JUNE, 2015
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CERTIFICATE
This is to certify that Mr. Ishan Raina has completed his summer internship from
6st May 2015 to 27th June 2015 and prepared a project report titled "Study on
various policies of Pepsi toward retailers and survey on display effectiveness"
under my supervision and guidance.
SIGNATURE
SIGNATAURE
Dr.
HEAD OF DEPARTMENT
Prof.
INTERNAL GUIDE
DATE:
PLACE:
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DECLARATION
I, the undersigned, hereby declare that the Project Report entitled "STUDY ON VARIOUS
POLICIES OF PEPSI TOWARD RETAILERS AND SURVEY ON DISPLAY
EFFECTIVENESS AT JAI BEVERAGES PVT.LTD". written and submitted by me to the
Dharamsinh Desai University in partial fulfillment of the requirement for the award of degree
of Master of Business Administration under the guidance of Prof. ------------ is my original work
and the conclusions drawn therein are based on the material collected by myself.
Ishan Raina
3rd semester
CMS DDU, NADIAD
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ACKNOWLEDGEMENT
The making of any report calls for contribution and cooperation from many others besides the
individual alone. It is the result of meticulous effort put in by many minds that contribute to the
final report submission and this work too is not an exception.
Thus, one of the best parts of writing this report is the opportunity to thank those who have
contributed towards it.
First and foremost, I would like to take the opportunity to express my sincere gratitude to Prof.
Neeraj Yajnik for his valued insights, suggestions and continuous support, without which this
project would not have reached successful completion.
I express our thanks to Jai Beverages pvt ltd. for granting me the permission to work with the
esteem organization. I am also thankful to Mr. Vijay Khazanchi for his timely support and
guidance.
I would like to thank all the respondents who took time out of their busy schedule to fill out the
questionnaires and have interaction with me. All the above, made considerable contribution to
which these few lines can hardly do justice to their patience and generous support.
Last but not the least, i would like to thanks my friends , my family.
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PREFACE
Theoretical knowledge is of no use, until and unless it is applied into some practical aspect. We
must lay stress on the proper implementation of what we have learned in class at real life
incidents to obtain optimum output.
Thus to apply all theoretical knowledge gained so far onto the practical field, The submission of
this project report is the part of the curriculum of MBA course.
This Summer Project has provided me with the full-fledged experience about the business arena
of wholesome Indian beverage industry. It gave me complete training about practice of
marketing strategies in the real life industry and helped me gain the first-hand experience of my
future career in marketing.
This project shows the various steps and activities performed in order to study VARIOUS
POLICIES OF PEPSI TOWARD RETAILERS AND SURVEY ON DISPLAY
EFFECTIVENESS AT JAI BEVERAGES PVT.LTD
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TABLE OF CONTENT
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CHAPTERS
PAGE
S
5-7
7-9
9-11
3. DISTRIBUTION NETWORK.
3.1 Distribution System
3.2 Policies
12-13
13
13-17
21-22
23-29
30-35
4.3 Limitations......
36
5. OBJECTIVE & RESEARCH METHADOLOGY,
5.1 Objective
5.2 Sampling
5.3 Research Design
5.4 Sample Design...
5.5 Size Of Sample..
5.6 Research Tool
37
39
39
39
39
40-41
42-57
58-61
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62-64
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The beverage industry is vast and there various ways of segmenting it, so as to cater the
right product to the right person. The different ways of segmenting it are as follows:
If the behavioral patterns of consumers in India are closely noticed, it could be observed that
consumers perceive beverages in two different ways i.e. beverages are a luxury and
that beverages have to be consumed occasionally. These two perceptions are the biggest
challenges faced by the beverage industry. In order to leverage the beverage industry, it is
important to address this issue so as to encourage regular consumption as well as and to make the
industry more affordable.
Four strong strategic elements to increase consumption of the products of the beverage industry
in India are:
The quality and the consistency of beverages needs to be enhanced so that consumers are
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The beverage market has still to achieve greater penetration and also a wider spread
of distribution. It is important to look at the entire beverage market, as a big opportunity, for
brand and sales growth in turn to add up to the overall growth of the food and beverage industry
in the economy.
MARKETING STRATEGY
It is complete and an unbeatable plan designed specifically for attaining the marketing objective
of a firm. The marketing objective indicates what the firm want to achieve. The marketing
strategy provides the design for achieving them the linkage between marketing strategies and
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FIGURE-1
1
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Focus strategy:
The focus strategy ignores most of a product or service market and focuses upon a
particular niche. The niche could be "a particular buyer group, segment of the product
line, or geographic market." For example in the automobile industry there are companies
that specialize in selling vehicles for disabled people. These firms do not compete with
the dealerships because these firms have a special vehicle the dealerships do not carry in
inventory. The focus is to serve a very special group of customers.
GRAND STRATEGY:
Grand strategy is a strategy that provides a basic direction for the specific strategic and
functional tactics of the business. Some of the grand strategies are used so that the
business can reinforce each other. These grand strategies are also called strategic thrusts
companies can address quality, price of the products, and they need to value the
customers regarding issues that they might incur. Grand strategies concentrate on
increasing sales of the current products or services that they offer with the current
distribution channels that they have in place for their business. If the economy or
environment is unstable this would increase the risks for that business. An example of a
business that uses the grand strategy would be McDonalds. when it comes to marketing
businesss will market the current products or services that they offer by changing the
advertising or promotions that they offer their customers. With the example of
McDonalds they send out coupons to all residences that offer some of their products to
the consumer at a discounted price or some buy one get one free to entice the customer to
come in and spend their money. Listening to the customers and what they want or need
from your business is the key to having a successful business. It is classified into
following:
Stability Strategy
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Growth Strategy
Retrenchment Strategy
Combination Strategy
Stability strategy:
A strategy is stability strategy when a firm attempts to maintain its status-quo with
existing levels of efforts and it is satisfied with only incremental
growth/improvement by marginally changing the business and concentrates its
resources where it has or can develop rapidly meaningful competitive advantages
Retrenchment strategy:
It is a defensive strategy in which a firm having declining performance decides to
improve its performance through contraction in these activities i.e. reducing the
scope of its business by total or partial withdrawal from present business.
focusing on functional improvement with special emphasis on cost
reduction or
reducing the number of functions it performs, by being a captive firm or
reducing the no. of products, markets, customer functions etc. or
Liquidation of business (as a last alternative) or combinations of above.
Combination strategy:
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DISTRIBUTION NETWORK
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The customers of the Company are divided into different categories and different routes, and
every salesman is assigned to one particular route, which is to be followed by him on a daily
basis. A detailed and well organized distribution system contributes to the efficiency of the
salesmen. It also leads to low costs, higher sales and higher efficiency, thereby leading to higher
profits to the firm.
The various routes formulated by JBPL for distribution of products are as follows:
Key Accounts: The customers in this category collectively contribute a large chunk of
total sales of the Company. It basically consists of organizations that buy large
quantities of a product in one single transaction. The Company provides goods to these
customers on credit, payments being made by them after a certain period of time i.e
either a month or half a month.
Examples: Clubs, fine dines restaurants, hotels, corporate houses, etc.
Future Consumption: This route consists of outlets of Pepsi products, wherein a
considerable amount of stock is kept in order to use for future consumption. The stock
does not exhaust within a day or two, instead as and when required stocks are stacked
up by them so as to avoid shortage or non-availability of product.
Examples: Departmental stores, Super markets etc.
Immediate Consumption: The outlets in this route are those which require stocks on
a daily basis. The stocks of products in these outlets are not stored for future use
Center For Management Studies Dharmsinh Desai University
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along with its neighbouring areas are catered to. The consumption period is not taken
into consideration in this particular route.
DISTRIBUTION SYSTEM
Direct Distribution: In direct distribution, the bottling unit or the bottler partner has a
direct control over the activities of sales, delivery, and merchandising and local
account management at the store level.
Indirect Distribution: In indirect distribution, an organization which is not a part of
pepsi system has control on one or more of the distribution elements ( Sales, delivery,
merchandising and local account management)
Merchandising: Merchandising means communication with the consumer at the point
of purchase to convey product benefit, value and quality. Sales people and delivery
personnel both have this responsibility. In certain locations special teams who go into
business locations to specifically merchandise our products
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A PSR has a ROUTE BOOK known as BIBLE . Route book is a book in which the order
of a particular Outlet/Retailer is taken. Rout book helps in:
Provides day to day information about the market and retailers choice and
purchasing capacity.
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When the order is taken from the market , PSR submits it to the distributer and distributer than
delivers the products as per the scheduled order.
B) VISI COOLER TRACKING
Visi cooler tracking is the another technique to determine the share at particular outlet by
keeping track on visi cooler purity and percentage of visi charging at regular interval. Visi cooler
tracking helps in:
Determining the amount of work a retailer is performing.
Comparing , what percentage of sale is presently being executed at an outlet as compared
to previous year.
FIGURE-2
Visi cooler tracking is done on regular interval on daily basis. Figure above shows that how
tracking is done and recorded on daily basis every week.
C) TSB - Territory score board
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a)
Tracking Sheet
Cancellation Sheet
Discount Sheet
Cancellation Sheet:
Cancellation sheet is a tracking sheet which provides information about the cancelled order from
the retailers. It also specifies the reason about cancellation.
b) Discount sheet:
Discount sheet shows the amount of discount the retailer is getting. PSR records the discount
provided to the retailers.
FIGURE-3
c) Productivity analysis:
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FIGURE-4
Sports drinks
FIGURE-5
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FIGURE-6
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.
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FIGURE-7
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FIGURE-8
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.
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The various tools adopted by the company for improving display effectiveness are as
follows:
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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 textonly, and was available in a limited selection of typefaces.
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.
FIGURE-10
ADVERTISMENT
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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.
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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.
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.
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FIGURE-11.
POSTER
A poster is any piece of printed paper designed to be attached to a wall or vertical surface.
Typically posters 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
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Place
Channels
Coverage
Locations
Inventory
Transport
Price
List Price
Discount
Payment Period
Credit terms
Promotion
Advertising
Personal selling
Sales Promotion
Publicity
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PRODUCT:
There are 2 main product types in which Pepsi is present in India.
Beverages:
Soft drinks 7up, Dukes, Mirinda, Mountain dew, Nimbooz, Pepsi, Slice, Tropicana,
Mineral Bottled water Aquafina
Sports Drink Gatorade
Food Products:
Snacks Cheetos, Kurkure, Lays, Lehar, Uncle chipps
Breakfast Quaker oats
Pepsi company product information:
Pepsi Company as a Multinational Company has got enormous number of products since
from its beginning it has got a list of thousand together products in its basket. But it is not
operating in all the countries with all the products. Because all Pepsi product may not be suitable
for the people of every country so by keeping this in mind the jai Beverages Pvt. Ltd , Jammu
manufacturing only some products namely: Pepsi ,Blue Pepsi, Mirinda orange , Mirinda Lemon,
Mountain Dew ,Slice , 7-up, Lehar-soda.
But the Pepsi companys present leading brands are Pepsi,7-up, Mirinda orange. In India
it is manufacturing only some products viz.
SEGMENT
PRODUCTS
COLA
PEPSI
ORANGE
MIRINDA
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7UP, MOUNTAIN
CLOUDY LEMON
DEW
MANGO
TEEM MIRINDA
SODA
SLICE
EVERVESS
The above products are available in different bottles sizes and pet packs i. e , 200ml ,
300ml,500ml,1liter,2liter.
Since from the launch of 200ml(mini ) Pepsi products in the market it is moving very fast
in the market place than any other quantity bottles and pet jars , even it has over taken the sales
of 300ml bottles as forecasted.
2. PRICE:
Pepsi is in an industry which is dominated by the two biggies Coca cola and Pepsi. Thus
the pricing of Pepsi is competitive. In a war between Coca cola and pepsi, neither of the
brands can win if they enter a price war. This is because the cost of manufacturing and
transportation is huge. Thus, these companies are likely to enter a brand war rather than enter
a price war.
Pepsi is known to give promotional discounts as well as discounts on bulk buying. For
customers, as the container size rises, the discounts also rise. Thus a 2 litre bottle of Pepsi will be
relatively cheaper per 100ml as compared to a 250 ml pack. For distributors, the discount is
based on the quantity as well as the payment terms. The better the payment terms or the higher
the quantity, the more is the discount given thereby keeping the distributor motivated.
However, Pepsi has to lower its price for the top retailers and bulk buyers. For example Indian
retailers like Big Bazaar, Reliance fresh, as well as hypercity are bulk buyers. Similarly fast food
chains like Mcdonalds, KFC are also bulk buyers. These bulk buyers negotiate with the soft
drink brands on the basis of price and sell their products in huge quantities. Thus, pepsi has to
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3)
PLACE OR DISTRIUTION:
Pepsi has a huge distribution network in India. It has to be huge because the brand needs to be
present in every nook and corner of the country to increase its sales. The primary mode of
distribution is through distributors who in turn give it to retailers, restaurants, and convenience
stores. The secondary mode of distribution is directly through the company to bulk buyers and
major retailers who buy directly from the company.
Thus distribution channel is as follows:
1) Company > Distributor > Small retailers / Small buyers > End customer
2) Company > Bulk buyers > End customer
4) PROMOTION
One of the strongest reason Pepsi retains its brand image is its promotions. Pepsi targets mainly
youngsters through various Brand ambassadors. In India, the brand ambassadors have been the
best celebrities as well as sports person of the country including Sachin tendulkar, M S Dhoni,
Amitabh Bacchan, Ranbir kapoor and others.
Mountain dew has a message of Darr ke age jeet hai which is again focused on adventure
sports thereby targeting youngsters. Gatorade targets only sports as it is a sports drink.
LIMITATIONS
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 &
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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 two
months.
The retailer knows us as people from Pepsi there by the responses could have been
biased.
The time allowed for the project was short. It was impossible to study deeply in that short
period.
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To know the retailers complaints regarding the price and availability of Pepsi
products.
To find out the most popular brand of PepsiCo & satisfaction level of its retailers.
To find the proper merchandizing and product display in the outlet & relation
between company & its retailers.
RESEARCH METHODOLOGY
Definition of Research:
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Systematic problem solving which identifies variables and tests relationships between
II
III
IV
them
Logical, so procedures can be duplicated or understood by others
Empirical, so decisions are based on data collected
Reductive, so it investigates a small sample which can be generalized to a larger
population
Replicable, so others may test the findings by repeating it
Research Methodology:The research conducted is Discriptive Research and this type of research is Qualitative and
Quantitative.
Qualitative refers to the characters of the data or process by which the data are gathered.
The research process consists of a series of closely related activities. Why a research study has
been undertaken. Why a research study has been undertaken, how the research problem has been
defined, in what way and why the hypothesis has been formulated, what data has been collected
and what particular method has been adopted and a host of similar other question are usually
answered when we talk of research methodology concerning a research problem or study.
SAMPLING:The data was to be collected only from the Consumers. A questionnaire was prepared and
interviewing with Consumers.
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TYPE OF OUTLET
Outlet type
Convenience
Grocery
Eatery
Total
Respondents
38
45
17
100
%age
38
45
17
100%
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Outlet Type
Convenience
Grocery
Eatery
17%
38%
45%
GRAPH-1
Interpretation: from the above chart we can conclude that grocery shop (45%) followed by
convenience store (38%) are having majority of PepsiCo outlet.
> 4 year
66%
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Length Of Business
70%
60%
50%
Series 1
40%
30%
20%
10%
0%
<1 year
>4 yr
GRAPH-2
Interpretation: Above graph shows that out of 100 retailers maximum i.e. 66 were in the
business of retail above 4 years
No. of crates
Respondents
%age
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07
12
58
23
100
07
12
58
23
100%
Sales
1 to 2
2 to 4
4 to 6
>6
7%
23%
12%
58%
GRAPH-3
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.
Coke
18%
Same
63%
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Brand margin
70%
60%
50%
Brand margin
40%
30%
20%
10%
0%
Coke
Pepsi
Same
GRAPH-4
Interpretation: study shows that maximum numbers of retailers are in the favour that both the
companies provide same amount of margin. There is slight difference between opinion about
marging that retailers provided.
NO
55%
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Compatibility
NO
compatibility
YES
0%
10%
20%
30%
40%
50%
60%
GRAPH-5
Interpretation: above graph shows that maximum number of retailers are not satisfied with
pepsis policy .
Respondents
21
15
%age
21
15
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19
45
100
19
45
100%
1 to 2 days
2 to 3 days
3 to 4 days
GRAPH-6
Interpretation: from the above chart we can conclude that PepsiCo is not considering
much focus on retailers problem.
Q6. Peak session for soft drink sale
Session
Jan. to mar.
April to June
July to sep.
Respondents
00
56
44
%age
00
56
44
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00
100
00
100%
Sessions
60
50
40
sessions
30
20
10
0
Jan to Mar.
April to june
July to sep.
Oct to Dec.
GRAPH-7
Interpretation: it is clear from the above chart that the sale of PepsiCo products is more in April
to June session
Q7. Most popular brands of PepsiCo.
Brands
Pepsi
Mirinda
7up
Respondents
08
27
07
%age
08
27
07
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43
15
100
43
15
100%
Popularity
50%
45%
40%
35%
30%
popularity
25%
20%
15%
10%
5%
0%
Pepsi
Mirinda
7UP
Mountain Dew
Slice
GRAPH-8
Interpretation: from the above chart we can observe that Mountain Dew (43%) followed by
Mirinda (27%) is the leading brands (in terms of sales) of PepsiCo
Q8. Behaviour of PepsiCo officials.
Behavior
Respondents
%age
Excellent
Good
Satisfactory
03
12
41
03
12
41
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31
13
100
31
13
100%
Officials Behaviour
3%
13%
12%
Excellent
Good
Satisfactory
31%
Poor
Very poor
41%
GRAPH-9
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).
Q9. Did advertisement affect the sale of your outlet?
Parameter
Yes
No
Total
Respondents
66
34
100
%age
66
34
100%
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Advertisement Effectiveness
YES
NO
34%
66%
GRAPH-10
Interpretation: The above pie chart suggests that sales of PepsiCo brands are affected by
advertisement campaign.
Q10. Which type of scheme provided by PepsiCo attracts you?
Schemes
Free bottles on crate
Respondents
48
%age
48
Monopoly discount
Brands display scheme
Target based profit
31
06
15
31
06
15
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100
100%
Schemes
Free bittles on Crate
Monopoly Discount
15%
6%
48%
31%
GRAPH-11
Interpretation: The above chart clearly shows that 48% of the retailers like free bottles scheme
followed by 31% who prefer monopoly discount.
Performance
Level
Excellent
Good
Satisfactory
Poor
Very poor
Respondents
%age
21
58
09
09
03
21
58
09
09
03
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100
100%
PERFORMANCE LEVEL
Poor; 9%
Very Poor; 3%
Satisfactory; 9%
Excellent; 21%
Good; 58%
GRAPH-12
Interpretation: from the above chart we can conclude that performance level of visi-cooler is up
to the mark. It is happen due to frequent visit of technician.
Q12. What is the 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%
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Status
50
45
40
35
30
%age
25
20
15
10
5
0
0-20%
21 -40%
41- 70%
GRAPH-13
Interpretation: from the above chart we can conclude that avg. visi charging lies between 41%
to 70%. This is not up to the avg. level fixed by PepsiCo.
Q13. Retailers opinion on planogram (POG).
Option
Strictly followed
Respondents
04
%age
04
Wastage of time
Followed with
27
45
27
45
Useless
24
24
Total
100
100%
some changes
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45%
GRAPH-14
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.
Q14. Sales impact of prime location of visi-cooler.
Option
Respondents
%age
Highly increased
37
37
Medium increased
29
29
Low increased
20
20
No effect
14
14
Total
100
100%
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20%
Medium increased
Low increased
No effect
29%
GRAPH-15
Interpretation: from the above chart we can conclude that the location of visi-cooler in outlet
play very vital role in improvement of sales.
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%
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Merchandising
45%
40%
35%
30%
Merchandising
25%
20%
15%
10%
5%
0%
2 to 4
4 to 6
6 to 8
>8
GRAPH-16
Interpretation: from the above chart we can infer that 42% outlets are displaying the 4
to 6 crates as a part of merchandising.
CROSS TABULATION
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Business length
no
Total
<1
>1and <2
>2and <3
11
20
>4
27
39
66
46
54
100
Total
Inference:
We can conclude that ,
The result shows that less than 1yr 75% is satisfied and more than 4yr are 52% satisfied. The
retailers are aware of various polices by Pepsi. This satisfactory at the same time needs treatment
so that more number of retailers can be satisfied
advertisement
Yes
Sales
No
Total
1 to 2
2 to 4
12
12
4 to 6
24
34
58
>6
23
23
66
34
100
Total
Inference:
We can conclude that,
Advertisement surely affects the sale at an outlet. This is because the advertisement helps people
to recognize the Brand. We can also see that almost 59% of retailers do not believe that
advertisement has any effect on sale that may be because:
Center For Management Studies Dharmsinh Desai University
Page 66
Behaviour Of Officials
Excellent
Sales
Good
Satisfactory
Poor
Very poor
Total
1 to 2
2 to 4
11
12
4 to 6
12
30
13
58
>6
23
23
13
40
31
13
100
Total
Inference:
We can conclude that,
Sales increases with the behaviour of the officials. We can see that majority of sales
person maintains good relation with retailers but the intensity is not up to the mark.
Company should provide more assistance to the retailers and help in solving their
problems. Sales person should probably create a ambiance with the retailers so that sale
increases more.
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Planogram
Total
Followed with
strictly followed
Sales
wastage of time
changes
Useless
1 to 2
2 to 4
12
12
4 to 6
28
22
58
>6
23
23
28
45
22
100
Total
Inference:
We can conclude that,
Majority of retailer are satisfied with the planogram. Retailers prefer planogram with
slight change as it provides them a plethora for displaying the product and make the visible to the
customers. We can also see that outlet whos sell more than 4-6 or >6 crates/month also prefer
the planogram guidelines.
Sales
Med. Inc.
low increase
Total
No effect
1 to 2
2 to 4
11
12
4 to 6
23
19
14
58
23
23
38
29
19
14
100
>6
Total
Inference:
We can conclude that,
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Sales
21 to 40%
Total
40 to 70%
>70%
1 to 2
2 to 4
12
12
4 to 6
34
19
58
>6
23
23
34
44
19
100
Total
Inference:
We can conclude that,
Higher the charging higher is the sale. Charger cooler helps retailer in increasing sales.
As we see in the table that retailer who has charging up to 70% have maximum sales. Company
should motivate and provide retailers some good schemes so that they regularly keep their cooler
charged and increase their sales.
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FINDINGS
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.
I was also observed that officials behaviour is not up to the mark because there are
lots of complaints by retailers regarding visit of the officials at their outlet.
Majority of the retailers are satisfied with the performance level of their visi-cooler.
It has seen that retailers are not much happy about the activation of planogram. They
think that it is affecting their sale. But majority of them follow it with some changes.
Most of the retailers stock both the products Pepsi and Coke because of consumer
demand for the product and also for the service provided by the company.
Maximum numbers of retailers are happy with Pepsi as they provide immediate
response in case of stocking and damaging.
Retailers prefer PepsiCo brand more because sales person maintain a very good
relationship with the retailer.
The most important parameter is the scheme given by Pepsi is really good.
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Supply van from warehouse should be departed on time so that there would be no delay
their respective areas to keep the shop-keepers benefited with various schemes.
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
Company should introduce an executive who will look the circulation of coolers and
REFRENCES
BOOKS:
Page 72
WEBSITES:
o www.Pepsico.com
o
www.Pepsizone.com
www.pepsiindia.com
www.wikipedia.com
o www.scribd.com
o http://www.friendlys.com/about-friendlys/marketing-policy
QUESTIONNAIRE
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Name of outlet:
Type of outlet:
(a) Convenience
(b) Grocery
(c) Eatery
Stocking (_______________________________________________________)
Damaging (______________________________________________________)
Pepsi
Coke
Same
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Yes
No
Excellent
good
Satisfactory
Poor
Very poor
1 to 2 days
2 to 3 days
3 to 4 days
more than 4 days
Jan. to Mar.
April to June
July to Sep.
Oct. to Dec.
Pepsi
Mirinda
7up
Mountain Dew
Slice
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Yes
No
Excellent
Good
Satisfactory
Poor
Very poor
0-20%
21-40%
40-70%
70% and above
Strictly followed
Wastage of time
Followed with some changes
Useless
Highly increased
Medium increase
Low increase
No effect
16. How many crates you display in the premise of your outlet as a part of
merchandising?
a
b
2 to 4
4 to 6
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6 to 8
more than 8
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