A

SUMMER TRAINING PROJECT REPORT

ON
ANALYSIS OF MARKETING OF PEPSI
IN THE MARKET WITH ITS
COMPETITORS

DELHI &
NCR
SUBMITTED IN PARTIAL FULFILLMENT OF
MASTER OF BUSINESS ADMINISTRATION
2013-2015
UNDER THE GUIDANCE OF:
SUBMITTED BY:Prof. NEHA ZAIDI
VIPIN SINGH
Admn No-13GSOB201176
Enroll No-1303201176
MBA (2013-15)

Galgotia greater noida

CONTENTS
PREFACE.03
ACKNOWLEDGE...05
EXECUTIVE SUMMARY.06
INTRODUCTION...08
OBJECTIVES..10
COMPANY PROFILE12
ORGANIZATIONAL
STRUCTURE...17
PRODUCTS PROFILE...18
SLOGANS & LOGOS23
INDIAN EXPERIENCE..32
BRAND&PACK PROFILE39
RKJ GROUP46
CREDENTIALS...49
RESEARCH METHODOLOGY....54
FINDINGS & OBSERVATIONS55
ANALYSIS56
SWOT ANALYSIS57
CONCLUSIONS....58
RECOMMANDATIONS..60
LIMITATIONS.76
MAIN KEY POINTS78
QUESTIONNAIRE..82
2

 BIBLIOGRAPHY83

PREFACE
Summer training project is necessary part for fulfillment of
BBA course. The emphasis in the project is providing the
study and an insight into Indian FMCG Business Scenario.
The summer training project is designed to provide
participation of PGDM program as on the job experience.
This has given a chance to try and apply the academic
knowledge and gain insight into corporate culture. This helps
in developing decision-making abilities and emphasizes on
active participation by the student.
I undertook my Project in VARUN BEVERAGES, a
leading Bottler and Marketing partner of the Pepsi Foods.
During the training, I had worked on the project ANALYSIS
OF MARKETING OF PEPSI IN THE MARKET WITH ITS
COMPETITORS of PEPSI IN DELHI & NCR.
I gained valuable experience & knowledge during the
survey. The Project consists of my findings after tabulation of
collected data, then analyzed conclusions were drawn and
finally suggestions were put forward.

CERTIFICATE
This is to certify that the project titled Analysis of
Marketing of Pepsi in the Market with Its
Competitors submitted by SUMIT CHAUHAN for the
award of BACHELOR OF BUSINESS ADMINITRATION is a
bonafide record of work carried out by the above-mentioned
student in this Institute.

It is further certified that this Project has been submitted to

IIMT COLLEGE OF MANAGEMENT, GREATER NOIDA for
the partial fulfillment of the requirement of the course of
study.

PROJECT

GUIDE

SUBMITTED BY:
..
...
MR.

SOMESH

SUMIT CHAUHAN
5

KUMAR

ACKNOWLEDEMENT
A task undertaken without offering prayers to almighty and
talking blessings from the elders is not a good beginning.
Likewise the work completed without acknowledging the
assistance to those who were always by my sides to make
my efforts fruitful in the task left incomplete.
In the beginning, I would like to express my sincere thanks to
my Institute teachers for giving me an opportunity to take
the practical experience of working life.
I convey my sincere thanks to MR. SUMIT AGARWAL (HOD),
DIT SCHOOL OF BUSINESS, for providing me the proper
guidance for providing me the opportunity to carry out my
summer training project effectively and efficiently. I would
also like to pay thanks to all my classmates and friends and
my family members for co-operating with me and helping
me to complete the project.

SUMIT
CHAUHAN
BBA VI
SEMESTER
6135594

EXECUTIVE SUMMARY
The distribution network of PEPSI is well known for its
efficiency but company constantly strives for the betterment
of their distribution network system. Emphasis of our study
was to focus on the customer of company i.e., the retailers.
The Retail Mapping of DELHI & NCR is an integral step
for the assessment, development and betterment of this
system. The distribution system not only comprises the
movement of the products but also incorporates the
merchandising of the product, which is very broad in its
purview.
The

project

incorporates

the

analysis

of

the

performance of PEPSI and probing into opportunities of

increasing the market share in DELHI & NCR

. The entire

process had to be in an organized manner in order to deliver

meaningful results for the
purpose of decision-making. The project was that of market
research with surveys and observations as its major phases
with the objective of gathering of all important information

material for strengthening the position of PEPSI in DELHI &

NCR .

INTRODUCTION

The Project Analysis of marketing of pepsi in the

market with its compititors of PEPSI in DELHI & NCR
Is designed on the lines of basic investment decisions to be
taken by the senior officials of PEPSI for the purpose of
amendments in the pre-existing distribution network in order
to review and strengthen the routes. The findings of the
project are very crucial for the increment of the market share
of PEPSI in the DELHI & NCR & Beverage Market.

Though the process is an ongoing one but the decisions

have to be taken on a strong base, supported by facts and
figures and that too on papers. This support can only be
provided with the help of an extensive and through analysis
of the market and the data collected thereof.

The Marketing Development Co-ordinator who was the

lead or the project head delivered the objectives of the
project to us expressly and we had to submit the day report
to him along with the draft report. He was the in charge of
the project and gave guidelines and directions to approach
the project.

Objective
To analyze, interpret and study the entire beverage
market of DELHI & NCR

Comparative study of the various brands, packs and

flavors available in the market.

Analysis

of

the

strong

and

weak

point

of

the

competitors products and compare it with PEPSI.

To assess the reach and feasibility of the product and

give the output for further investment for enhancing
the distribution network along with assessing the
efficiency of the current distribution system.

10

 Assess the promotional measures in the context to the

sales of PEPSI and focusing our study on the customer
of company i.e., the retailers.

11

As obvious that any company is concern with the

increase in sales of its products, our project was in line with
the companies objectives and all steps incorporate in the
project were directed to give an overview so as to attain its
objectives.

The

market

research

conducted

by

us

was

in

accordance to the companys rules and policies which were

quite material for the efficient and effective results and
inferences to be drawn from the entire process.

The market research was conducted in compliance of

the given guidelines delivered to us expressly to achieve the
given objectives, which were as under:

1. Profitability
2. Sales

4. Improvement
5. To satisfy the customers

12

THE COMPANY PROFILE: PEPSI CO.

Caleb Bradham a New Bern N.C druggist who

formulated Pepsi Cola founded Pepsi Cola Beverage business
at turn of the century. Pepsi Cola Company now produces
and markets nearly 200 refreshment beverages to retail,
restaurants and food service customers in more then 190
countries and territories around the world and generates
revenue

of

over

18

billion

dollars

PepsiCo

World

Headquarters is located in Purchase, New York.

Pepsi Co. is the world leader in the food chain business.
It consists of many companies amongst which the prominent
ones are Pepsi Cola, Frito-lay, Pepsi food international,
and Pizza-hut, KFC and Taco bell. The group is presently
into three most profitable businesses namely, Beverages
Snacks foods and Restaurants.
The beverages segment primarily market it Pepsi diet,
Pepsi Mountain Dew and other brands worldwide and 7UP
outside the U.S.market. They are positioned in close
competition with Coca Cola inc. of USA.

13

The Snacks food divisions manufacture and distribute

and markets others snacks worldwide.
The restaurant segment primarily consists of the
operations of the worldwide Pizza-Hut, Taco bell and KFC
chains PFS, PepsiCos restaurant distribution operation,
supplies to Company owned and Franchise restaurants in the
U.S.
When Coca Cola changed its formula in 1985, Pepsi
Stepped up its competition with its long time archrival
claiming victory in the Cola-wars. Coke and Pepsi expended
their rivalry to tea in 1991 when Pepsi formed a venture with
No.1 Lipton in response to Cokes announced venture with
Nestle (Nestea).
Pepsi Co is going blue. This was the new color
adopted by the company to strengthen its brand globally.
Also the company is changed colors from Generation X to
GENERATION NEXT.
Although Pepsi holdings over the years have become
diverse in such fields as the Snacks industry and Restaurants
industry, this portfolio will discuss its core business and its
highly successful business of Beverages. The soft drink
14

industry customer base is probably the widest and deepest

base in a world that is flooded with some many categories.
According to Beverage Digest the customer base for soft
drinks is a whopping 95% of regular users in the United
States. This represents a large field of potential customers
for Pepsi Cola.
Pepsi prefers to segment itself as the beverage choice
of the

New Generation, Generation Next, or just

as the Pepsi Generation. These terms adopted in

Pepsis advertising campaigns are referring to the markets
that marketers refer to as Generation X. The Generation X
consumer is profiled to be between the ages of 18 to 29.
They have high expectations in life and are very mobile and
active. They adopt a lifestyle of living for today and not
worrying

about

long-term

goals.

Those

Pepsis

main

emphasis on this segment they also have a focus on the 12

to 18 year old market. Pepsi believes if they can get this
market to adopt their product then they could establish a
loyal customer for life.
Pepsi Cola throughout its 100 years of existence has
developed much strength. One of the strengths that has
15

developed Pepsi into such a large corporation is a strong

franchise system. The strong franchise system was the
backbone of success along with a great entrepreneur spirit.
Pepsis franchise system and distributors is credited to bring
Pepsi from a 7,968 gallons of soda sold in 1903 to nearly 5
billion gallons in the year of 1997.
Pepsi also has the luxury to spend 225 million dollars in
advertising a year. This enormous ad budget allows Pepsi to
reinforce their products with reminder advertising and
promotions. This large budget also allows Pepsi to introduce
new products and very quickly make the consumer become
aware of their new products.

Pepsi also has had the good fortune of making very wise
investments. Some of the best investments have been in
their acquiring several large fast food restaurants. They have
also made wise investments in snack food companies like
Frito Lay, which at present time is the largest snack
company in the world. Probably high on the list of strengths
is Pepsis beverage line up.

16

Pepsi has four soft drinks in the top ten beverages in

the world. These brands are Pepsi, Mountain Dew, Diet
Pepsi, and Caffeine Free Diet Pepsi. Some other strong
brands are All Sport, Slice, Tropicana, Starbucks, Aquafina
and a license agreement with Ocean Spray Juices.

17

ORGANIZATIONAL STRUCTURE
Chairma
n
Preside
nt
Unit
Manage
r
TDM
ADC
Custome
r
Executiv
e
Distribut
ers A,B,C

Custome
r
Executiv
e
Distribut
ers E,F

Route
Agents

Route
Agents

Helper

Helper

18

PRODUCT POSITIONING OF PEPSI CO.

Pepsi prefers to position itself as the beverage choice of

the New Generation, Generation Next, or just as
the Pepsi Generation.

These terms adopted in Pepsis advertising campaigns

are referring to the markets that marketers refer to as
Generation X. The Generation X consumer is profiled to be
between the ages of 18 to 29. They have high expectations
in life and are very mobile and active. They adopt a lifestyle
of living for today and not worrying about long-term goals.
Though Pepsis main emphasis is on this segment but they
also have a focus on the 12 to 18 year old market.

The

rich

deep

blue

coloring

represents

eternal

youthfulness and openness. Marketing plans like Ye Dil

19

Mange More, Got another Pepsi, Ye Pays hai Badi

have made Pepsi one of the coolest brands recognized
among teens in the top five and the only beverage product
in this category.
PEPSI-COLA LOGOS

The Pepsi-Cola logo has changed many times over the

years. Here's a chronological history of the various logos.

20

21

Slogans and Logos

189
Brad's Drink
8
Exhilarating,
190
Invigorating,

Aids

3
Digestion
190 Original Pure Food
6

Drink

190 Delicious
8

Healthful

191 For
5

and

All

Thirsts

Pepsi:Cola
Pepsi:Cola

It

191
makes

you

9
Scintillate
192 Drink Pepsi:Cola 0

It Will Satisfy You

192 Peps You Up!

8

22

192
Here's Health!
9
193 Sparkling,
2

Delicious

193 It's the Best Cola

3

Drink
Double

Size

Refreshing

and

193
4
Healthful
193 Join the Swing to
8

Pepsi

193 Twice as Much for

9

a Nickel

194 Bigger
3

Better Taste

194 It's
7

23

Great

American Custom

194 Why
9

Drink,

Take

Less

When Pepsi's Best?

195 More
0

Bounce

to

the Ounce
The

Light

195 Refreshment
4

Refreshing Without
Filling

195 Be Sociable, Have

8

a Pepsi
Now It's Pepsi for

196
Those Who Think
1
Young
Come

Alive!

196
You're in the Pepsi
3
Generation
Taste

that

Beats

196
the

Others

Cold,

7
Pepsi Pours It On.
You've Got a Lot to
196
Live, Pepsi's Got a
9
Lot to Give
24

197 Join
3

the

Pepsi

People Feelin' Free

197
Have a Pepsi Day!
6
Catch That Pepsi
197 Spirit
9

Take

the

Pepsi

Challenge
198 Pepsi's
1

Got

Your

Taste for Life

198
Pepsi Now!
3
198 The Choice of a
4

New Generation

198
America's Choice
7
198 A
9

Generation

Ahead

199 Gotta Have It

2
25

199 Be
3

Young,

Have

Fun, Drink Pepsi

199 Nothing Else is a

5

Pepsi

199
Generation Next
7
199
Same Great Taste
8
199
The Joy of Cola
9
200
The Joy of Pepsi
0

26

STRENGTH & WEAKNESSES

OF PEPSI CO.
Pepsi Cola throughout its 100 years of existence has
developed much strength. One of the strengths that have
developed Pepsi into such a large corporation is a strong
franchise system. The strong franchise system was the
backbone of success along with a great entrepreneur spirit.
Pepsis franchise system and distributors is credited to bring
Pepsi from a 7,968 gallons of soda sold in 1903 to nearly 5
billion gallons in the year of 1997.

Pepsi also has the luxury to spend 225 million dollars in

advertising a year. This enormous ad budget allows Pepsi to
reinforce their products with reminder advertising and
promotions. This large budget also allows Pepsi to introduce
new products and very quickly make the consumer become
aware of their new products.

Pepsi-Cola provides advertising, marketing, sales and

promotional support to Pepsi-Cola bottlers and food service
27

customers. This includes some of the world's best-loved and

most-recognized advertising. New advertising and exciting
promotions keep

Pepsi-Cola brands young. The company manufactures

and sells soft drink concentrate to Pepsi-Cola bottlers. The
company also provides fountain beverage products.

Pepsi also has had the good fortune of making very

wise investments. Some of the best investments have been
in their acquiring several large fast food restaurants. They
have also made wise investments in snack food companies
like Frito Lay, which at present time is the largest snacks
company in the world.

Probably high on the list of strengths is Pepsis

beverage line up. Pepsi has four soft drinks in the top ten
beverages in the world. These brands are Pepsi, Mountain
Dew, Diet Pepsi, and Caffeine Free Diet Pepsi. Pepsi
also has the No.1 tea in the United States, Lipton Tea. Some

28

other strong brands are All Sport, Slice, Tropicana, Starbucks,

Aquafina and a license agreement with Ocean Spray Juices.

Pepsi Cola like any company has weaknesses. Ironically,

the one strength that has been credited for most of its
success in the past has now become a weakness for Pepsi.
This former strength is the franchise system. The franchise
system in Pepsi Corporate view has become a liability. Pepsi
in todays market must be able to act as one instead of
several separate units.

The franchise system has become a hurdle to Pepsi

because many of these franchises have become very strong
and will not be dictated by PepsiCo on how to handle their
operations. Some of these franchises are unwilling to support
certain Pepsi products and at times produce their own
private label products that are in direct competition with
Pepsi products.

Secondly the franchisees are not willing to make capital

expenditures to keep up with Coca-Cola who is a firm
29

believer in reinvesting into their infrastructure (Coca Cola at

present time does not operate a franchise bottling system).

As mentioned earlier Pepsi has tried to elevate this

problem by spinning off their interest in fast food restaurants
but at present time are still guilty by association to many of
the large fountain accounts. The franchise system has also
affected fountain sales due to the fact franchisees are not
willing to buy expensive fountain equipment to place in
accounts mainly because the profit margin is so low and
could take years to recoup their investment. Pepsi also has a
weakness in the international beverage market.

Unfortunately for Pepsi they were a Johnny Come

Lately into this arena. Pepsi has tried to enter this market
by trying to do in three years what took Coke 50 years to do.
This area will take years for Pepsi to mature simply due to
Cokes dominance in the international market and the strong
ties that Coke has developed with these markets and their
governments.

30

Pepsi customers buy nearly five billion gallons of soft

drinks per year. Pepsi customers buy their products because
of taste, price, packaging and promotional factors and of a
wide variety of brands. Pepsi customers also buy their
products due to the high accessibility of Pepsi brands.

Pepsi products are distributed to many outlets. For example,

supermarkets where Pepsi buys large shelf area and display
areas

so

the

customer

can

find

them

easier,

viz,

Convenience stores, Restaurants, Movie theaters and almost

and other conceivable spots.

Pepsi has a competitive advantage over Coke because of the

image it portrays. Pepsi promotes itself as the choice of the
New

Generation.

Pepsi

gets

this

advantage

by

implementing such large marketing projects like Project

Globe. This marketing plan, which Pepsi spent 637 million
dollars over five years, is to introduce the new rich deep blue
coloring of its packaging. The rich deep blue coloring
represents eternal youthfulness and openness. Marketing
plans like this made Pepsi one of the coolest brands
31

recognized among teens in the top five and the only

beverage product in this category.
Another competitive advantage that Pepsi has is in their
product

Mountain

Dew.

Mountain

Dew

has

grown

staggering 74.1% over the last five years. Mountain Dew has
a 6.3% market share and has recently become the No.4 soft
drink in America. At this current pace Mountain Dew will be
come the first non-cola to reach the 1billion gallon mark in
one year.
Pepsi also has an advantage as an innovator in their field.
They are the first soft drink makers to introduce a new onecalorie soda called Pepsi-One with, just approved by the FDA,
Ace-K.
This new sweetener is slated to be a break through for diet
soda in which it limits the after taste associated with diet
soda and brings a more cola taste to the product. Pepsi has
always been a strong No.2 against Coke and have become
one of the worlds largest Companies. As far as market share
is concerned Pepsi stands strong.

32

PEPSI-THE INDIAN EXPERIENCE

Pepsi is one of the most well known brands in the

world today available in over 160 countries. The company
has an extremely positive outlook for India. "Outside North
America two of our largest and fastest growing
businesses are in India and China, which include more
than a third of the worlds population." (PepsiCos
annual report, 1999)

33

 This reflects that India holds a central position in

Pepsis corporate strategy. India is a key market for PepsiCo,
and at the same time the company has added value to
Indian agriculture and industry. PepsiCo entered India in
1989 and is concentrating in three focus areas Soft drink
concentrate,

Snack

foods

and

Vegetable

and

Food

processing.

Faced with the existing policy framework at the time,

the company entered the Indian market through a joint
venture with Voltas and Punjab Agro Industries. With the
introduction of the liberalization policies since 1991, Pepsi
took complete control of its operations. The government has
approved more than US$ 400 million worth of investments of
which over US$ 330 million have already flown in.

One of PepsiCos key strategies was to develop a

completely local management team. Pepsi has 19 company
owned factories while their Indian bottling partners own 21.

34

The two advertisements tags: yehi hai right choice baby

and nothing official about it immediately ring a bell- its got
to be Pepsi.

The advertisement tag yehi hai right choice baby

was the first Hinglish slogan ever used in the in the Indian
market. This slogan proved to be the best suited one for
Pepsi and it was a mega hit and at that moment of time.

Pepsi in a short span of its operations in India has found

a place in the hearts and minds of the Indian consumers. The
success has primarily been due to the innovative and
passionate Indian team, which has been built over the years.
Pepsi is a trendsetter managed and run by Indians, where
important decisions are taken locally.
Pepsi started its operations in India in 1989 and since
then PepsiCo has set up a fully integrated operation in India
viz. Manufacturing, Research & Development, Marketing,
Distribution

and

Franchising-

covering

fruit/vegetable

processing, Exports, Snack Foods & Beverages. In the mean

35

time Pizza Hut and Frito Lays are the examples in this regard
only.

Pepsi has 40 bottling plants in India, out of which 16 are

company owned and 24 are owned by Indian franchisees.
One of the major player in franchisee is RKJ Group.

The RKJ group is India's leading supplier of retailer

brand Carbonated and Non-Carbonated soft drinks, with
beverage manufacturing facilities in India and Nepal. Its
experience in the beverage industry dates back to the sixties
when it had the first franchise at Agra.

It has the license to supply beverages in the territories

of Western U.P., part of M.P., half of Haryana, whole of
Rajasthan, Goa, 3 districts of Maharashtra, 9 districts of
Karnataka and whole of Nepal. The group has in total 18
bottling plants in India & Nepal and is responsible for
producing and marketing 44% of Pepsi requirement in India.

36

This group has brought name and fame to the Pepsi as

in all this regions Pepsi is at the commanding position and in
the mean this group has diversified itself into ice cream,
suiting and shirtings, restaurants, beer plant in Mauritius &
edible oil plant in Sri Lanka

PEPSI-COLA IN INDIAN SCENARIO

Since the entry of Pepsi-Cola to India in 1989, the soft

drink industry has under gone a radical change. When PepsiCola entered, Parle was the leader with the Thums-up being
its flagship brand. Other products offering by Parle included
Limca & Goldspot, another upcoming player in the market
was, the erstwhile bottler of Coca-Cola, pure drinks. Its
offering includes Campa- Cola, Campa-Lemon & CampaOrange.

With the re-entry of Coca-Cola in the Indian

market, Pepsi-Cola had to go in for more aggressive
marketing to sustain its market share. The chronology
of the initial phase of the Cola wars in India was:
37

 1977: Parle launched Thums-up and pure drinks

launched Coca-Cola.

1998: In September, final approval for the Pepsi Foods

Ltd. Project granted by the Cabinet Committee on
economic affairs of the Rajeev Gandhi Govt.

1990: In March, Pepsi-Cola and 7-up launched

markets in north India.

1990: In May, The government cleared the Pepsi-Cola

project again but with a change in brand name to
Lehar Pepsi, simultaneously it rejects the CocaCola application Citra from the Parle, stable hited
the market.

1991: Pepsi-Cola extended its soft drinks business and

reached at national scale. Pepsi-Cola launched its
product in Delhi and Bombay.

1992: In January, Brito foods application is cleared by

the FIPB. Pepsi-Cola and Parle start initial negotiation
for a strategic alliance but took break off after a while.

38

 1993:

Pepsi-Cola

launched

Slice

and

Teem

captured about 25-30% of the soft drink market in

about 2 years.

1994: Pepsi bought Dukes & Sones.

1995: Pepsi-Cola lunched cans, having capacity of
330ml in various flavors
1996: Pepsi-Cola domestic and international
operations combined into a Pepsi-Cola Company.
International and domestic operations combined into
one business unit called Frito-lay Company.
1997: Pepsi-Cola brought Mirinda Orange
opposite to Fanta.

1998: Pepsi-Cola launched Mirinda Lemon opposite

to Limca.

1999: Pepsi-Cola launched Diet Pepsi in can and

1.5 Lit. PET bottle for health conscious people.

2001: Pepsi-Cola launched Slice in Tetra Pack.

2003: Pepsi-Cola launched Pepsi Blue to get the
favour of world cup season.

39

 2005: Pepsi-Cola launched Mirinda in Straw Berry

flavour to get the favour of movie Batman.

PEPSI-COLA PHRASES
The Pepsi-Cola marketing phrase has also changed
many times
1909-1939:
Delicious and Healthful
1939-1950:Twice As Much For A Nickel Too
1950-1963:The Light Refreshment
1953-1961:Be Sociable
1961-1963:Now It's Pepsi For Those Who Think Young
1963-1967:Come Alive! You're In The Pepsi Generation
1967-1969:Taste That Beats The Others Cold
You've Got A Lot To Live, Pepsi's Got A Lot
1969-1973:
To Give
1973-1975:Join The Pepsi People Feelin' Free
1975-1978:Have A Pepsi Day
1978-1981:Catch That Pepsi Spirit
1981-1982:Pepsi's Got Your Taste For Life!
1983-1983:Pepsi Now!
19901994:
1995- 2004
2004- now

Pepsi, The Choice Of A New Generation

Pepsi nothing official about it
Yeh dil mange more (Pepsi India)
40

41

PEPSI BRANDS
AND PACK PROFILE BRAND PACKS:
The products are generally available in three kinds
of

packaging:
GLASS BOTTLES

DISPOSABLE CANS

PET JARS

42

FLAVOUR PACKS:

43

COLA

(Carbonated

PEPSI

MIRANDA ORANGE

MOUNTAIN DEW

7UP

44

Soft

Drink):

MANGO:
SLICE MANGO

MINERAL WATER:
AQUAFINA

45

THE RKJ GROUP

It can be said with absolute certainty that the RKJ Group has
carved out a special niche for itself. Their services touch
different aspects of commercial and civilian domains like
those of Bottling, Food Chain and Education. Headed by Mr.
R. K. Jaipuria, the group as on today can lay claim to
expertise and leadership in the fields of education, food and
beverages.
The business of the company was started in 1991 with a
tie-up with Pepsi Foods Limited to manufacture and market
Pepsi brand of beverages in geographically pre-defined
territories in which brand and technical support was provided
by the Principals viz., Pepsi Foods Limited. The manufacturing
facilities were restricted at Agra Plant only.
The group also became the first franchisee for Yum
Restaurants

International

[formerly

46

PepsiCo

Restaurants

(India) Private Limited] in India. It has exclusive franchise

rights for Northern & Eastern India. It has total 27 Pizza Hut
Restaurants under its company.

They have diversified into education by opening their

first school in Gurgaon under the management of Delhi
Public School Society.
Companies are medium sized, professionally managed,
unlisted and closely held between Indian Promoters and
foreign collaborators.
The group added another feather to its cap when the
prestigious PepsiCo International Bottler of the Year award
was presented to Mr. R. K. Jaipuria for the year 1998 at a
glittering award ceremony at PepsiCos centennial year
celebrations at Hawaii, USA. The award was presented by Mr.
Donald M. Kendall, founder of PepsiCo Inc. in the presence of
Mr. George Bush, the 41st President of USA, Mr. Roger A.
Enrico, Chairman of the Board & C.E.O., PepsiCo Inc. and Mr.
Craig Weatherup, President of Pepsi Cola Company.

47

MAJOR CREDENTIALS
VARUN

BEVERAGES

LIMITED

RECEIVED

GOLD

STANDARD AWARD FOR PRODUCTION & QUALITY

CONTROL FOR THE YEAR 1996-1997.

JAIPURIA GROUP WAS ADJUDGED BEST BOTTLER

OUT OF MORE THAN 2000 BOTTLERS ALL OVER THE
WORLD FOR THE YEAR 1996-97.

LOCATIONS OF BOTTLING PLANTS OF PEPSI IN INDIA

48

THE MARKET RESEARCH PROCESS

The entire project was divided into five phases and
each phase had its individual significance and supplemented
each other. The process had to be started from the grass
root level and it was very important to understand the
market for this FMCG product, which is very fast in
production, distribution and consumption.
The five phases into which the project was
divided were:
A. Route Riding
49

B. Retail Tracking
C. Corporate Tracking
D. Analysis of finding and observations
E. Segregating DELHI & NCR for WAP and SAP
The entire process was more of a Descriptive
Research type and incorporated a formal study of the
specific problems faced by most FMCG companies an
exploring the opportunities in the untapped market. The
survey was conducted on the basis of PEPSI product
preference and evaluation of sales forecast in the new and
underdeveloped market including the evaluation of the
advertising and promotional measures. The data collected
had to be systematically arranged, analyzed and reported in
a form congenial to take on the spot decisions.
The observation approach was adopted in the process
by gathering the data essential and material for the decisionmaking and with clear objective of increasing the market
share of PEPSI in the DELHI & NCR market. Customer
preferences and satisfaction was also important in assessing
the market share but that was very clear that customers
generally do not have loyalty towards the product in the
50

Beverage industry rather what matters the most is the

product availability which will be discussed later.
All the phases mentioned above have been discussed
along with the observations, problems, and other dimensions
which have been encountered and experience in detail in the
following pages.

51

A. ROUTE RIDING :
The Beverage Industry or to be more specific, the Soft Drinks
Industry has one of the most active network in term of its
production, supply, distribution, marketing, consumption and
also personal relations at the very second level of its
distribution network. That is the reason why it is sometimes
said to be Very Fast Moving Consumer Goods.
Due to the above stated reason it becomes very
essential to study and analyze the market of these products
from the grass root level. So in the Soft Drinks Company as
PEPSI, route riding becomes the first and foremost step in
any of the activities to be undertaken be it any official so we
were no exceptions.
During the very initial days we were required to
exercise Route Riding, the objective of which was:

To understand and analyze the market in its raw and

basic form.

To gain an in depth knowledge of the merchandising

and processing activities of the Route Agents and
understand the Beverage market.
52

 To undertake the comparative study of the various

brands and flavour packs of all existing beverages or
soft drinks market and the market share and growth
potential of each brand individually.
To develop innovative ideas to enhance the distribution
system.

Route Riding is basically accompanying Pepsi Vans

along with the route agents and understanding the way they
conduct merchandising activities right from the charged
vans leave the depot to the entry of empty vans back to the
depot. The Route Riding phase was for the initial twinty days
in which we had covered twenty different routes.

The Route Riding is a crucial phase because the actual

dealing with the retailers and their dealing with the
customers can be very efficiently understood through this
process which is important at all levels of decision making in
the industry.

53

The Routes i.e., the Pepsi Vans were charged and left
the depot by 7:30 in the morning, accompanied by the Route
Agent

(R.A.s). The RAs were given the route planners and

the particulars of the products, flavors, and quantities along

with the billing materials. The vans had to cover the entire
route and the RA had to do the merchandising and sales
against cash, which was a significant feature of this industry.
The targets were given twice or thrice in a week that was a
challenge for them and after achieving these targets the
RAs was awarded with some special incentives. As there
exists a player like Coca Cola. So it had a lot to do with
schemes, discounts and other incentives.
The routes were allocated on the basis of individual areas
and the demand of the product in that particular area. The
RAs been responsible for the accomplishment of their sales
target on their routes and was given incentives on achieving
the targets. Not only this, the

RAs also had the responsibility of moving the flavors and

packs in proportion along with the proper display of the

54

products for proper visibility and arrangement of products in

brand order along with VISI purity.

The RAs had the responsibility of setting up Monopoly

PEPSI Sales Counters where no products except that of PEPSI
would be available amongst the soft drinks and especially of
Coca Cola. These monopoly sales counters enjoyed special
benefits in terms of discounts, schemes, VISIs (fridges),
display boards, glow signboards, wall paintings, banners,
posters and other incentives.

The RAs had to achieve their sales target and

surrender the daily sales proceeds with the concerned
Customer Executives along with the route planner and billing
materials and gate pass along with the details of sales on
their route.

The entire activities of the RAs was controlled by the

Customer Executives, who also assisted the RAs in achieving
their targets and were in charge of the sales performance in
55

their assigned areas. A Customer Executive had nine to ten

RAs under him and was responsible for their performances
as well. He was also concerned with the promotional
activities on his routes and handling of policy matters in the
corporate regarding supply to industrial canteens and
cafeterias.

We as Research trainees were required to study and analyze

the activities of the RAs and be familiar with the market. We
had been provided Market Analysis Sheets by the MDC in
which we were required to record the observations of the
retail outlets on a particular route.

The observations, which were required to be recorded in,

were:

56

 The quantity of the cold and warm stocks of all brands

and flavors available at the outlet along with the outlet
details.

Inquiring about the satisfaction of the retailers in terms

of sales of PEPSI products, schemes, discounts, combo
offers, and the benefits of promotional activities.

Inquiring

about

the

satisfaction

by

the

current

distribution network in context to product availability of

all flavors packs or individual flavors according to
demand of customers, rates billings.

Inquiring about the behavior and merchandising of RAs

in accordance with the companies regulations and
record complaints against RAs, company or products, if
any.

Inquire about the performance of various brands and

flavors packs and customers response to those brands
or flavors and also to educate the retailers about
57

various schemes and incentives to increase sales

volume.

Last but not the least, assessment of the effectiveness

of, assessment of the effectiveness of promotional
materials and activities like, display boards, glow signs,
signage,

wall

paintings,

posters,

banners,

racks,

shelves, counters, VISIs, and also impact of nation

wide advertising on brand loyalty by the customers.

The information so collected was required to be filled in

the Market Analysis Sheet (specimen on the next page) and
reported to the MDC along with other information in order of
their seriousness.

58

B. RETAIL MAPPING OF DELHI & NCR :

The Retail Mapping is the integral part of the project
and the most crucial is taking significant decisions regarding
the enhancement of the distribution network involving heavy
investment on account of increasing the routes and starting
new routes and promotional measures on those routes to
increase its market share in DELHI & NCR & NCR. The new
routes, exploring new markets required the decision to be
supported with facts and figures which had to be provided by
the Research trainees on the basis of the survey conducted
in the market and processed data thereof.

The retail mapping had to be conducted on the basis of

the Retail Tracking Sheet (RTS), which had been developed
by the Marketing Development Coordinator and Customer
Executives

of

the

DELHI

&

NCR

&

NCR

unit

which

incorporated the retail outlets, their addresses, proprietor,

respondent etc and served as a vital database for all market
since then for PEPSI in DELHI & NCR and had to be
incorporated in the project in accordance to the companies
policies.
59

OBJECTIVES OF RETAIL MAPPING:

Segregating entire DELHI & NCR for Strong Area
Programme and Weak Area Programmer i.e., SAP and
WAP.

Assessment of retailers performance.

Assessment of the level of promotional measures
required for increasing market share of PEPSI.

Collection

of

required

information

for

making

investment decisions for the enhancement of existing

routes and opportunities for new routes in existing
market as well as exploring new market.

Classification of all retail outlets in DELHI & NCR into

five broad categories viz, On Route, Non Existence,
Non Potential, Reachable and Non Reachable
under the head, Potential Retail Outlets.

60

The duration for the completion of the Retail mapping

took duration of 20 days. The entire survey was guided and
directed by the Customer Executive and Daily report had to
be presented to him after assessment and analysis along
with other findings and observations. The Data had to be
classified in a systematic manner and presented in a
predefined format, which was further reviewed by the
Marketing Development Coordinator.

The Retail Mapping process incorporated of including of

new outlets, which have been omitted or newly opened, and
the product availability on all these outlets. The major thrust
was on segregating the market for Strong Area Programme
and Weak Area Programme.

The Strong Area refers to the routes on which the

sales targets are met without much effort and have
continuous demand for the products. These areas are
performing to the standards and are contented with the level
of promotion schemes and other sales boosting measures.
The marketing efforts are nominal in these areas because of
61

the surplus demand and the area of concern is only to

ensure the proper and efficient supply of the products to
meet the demand. In the DELHI & NCR market approximately
32% of the market can be said to be strong areas and these
areas include the well-developed markets as shopping
malls, movie theatres, convenios, hotels, restaurants
and bars etc. For these Strong areas,

SAP only aims at

maintaining the performance of the product and enhancing

the sales volume. It is not the area of serious concern for the
company.

On the contrary the Weak Area refers to those areas or

routes, which are critically low in sales and the targets, are
tough to achieve and require aggressive marketing support.
The demand in these areas is fluctuating or rather feeble.
The routes are the area of concern for the company as the
demand is very low due to many reasons and the major one
is the existence of the player like Coca Cola in the market.
Other

reasons

could

be

poor

distribution

network,

inadequate availability of the products on the outlet,

62

inadequate promotional measures and marketing support,

undeveloped market as that of the interiors etc.

These weak areas had to be identified and the cause of

their inferior performance had to be traced through the
Retail Mapping and the company had to be provided with the
facts and figures to take legitimate measure on the basis of
the findings of the deficient performance of the product in
these areas. This involved the aggressive marketing strategy
and

heavy

investment

decisions

to

strengthen

these

markets. For this purpose the classification of the outlets into

five categories was very crucial along with the other findings
and observations discussed later. These five heads of
classification have been discussed as under.

ON ROUTE :
It refers to the retail outlets, which are covered by the
Route

Agents

and

visited

daily

for

sales

and

merchandising. The outlet is visited daily and actively

involved in the sales of all brands and flavor packs of
PEPSI.
63

NON EXISTENCE:
It refers to the outlets which were merchandising the
product

are no more in existence, i.e., they have

diversified their business activity or have closed.

NON POTENTIAL:
It refers to those outlets, which are in existence but
have very low potential in terms of sales or are not
keenly interested in merchandising the products of soft
drink.

A careful assessment had to be done in case of Non

Potential outlets, as they would turn to be potential in
near future. It was also the area of operation of project
to motivate these Non Potential outlets to undertake
the merchandising of PEPSI.

POTENTIAL OUTLETS :

64

It refers to those outlets, which have the potential for

the merchandising of PEPSI and have the required
investment capabilities and can be the profitable
Point Of Purchase of PEPSI by the customers. There
were cases in case of these potential outlets, which
were already merchandising PEPSI, and those, which
did

not,

dealt

with

beverage

products.

The

possibilities of setting monopoly counter were very

fair at these outlets and were given special attention.
The Potential outlets had to be further classified in
two heads as below:

o REACHABLE POTENTIAL OUTLETS :

It refers to those Potential outlet which are
reachable i.e., the products can be made available
with the PEPSI vans. The reachability decision had
to be taken in context to the accessibility of the
vans at these outlets.

65

o NON REACHABLE POTENTIAL OUTLETS :

It refers to those Potential outlets which are not
accessible by the PEPSI vans. These outlets had to
be considered because the sales volume can be
increased at these outlets and so alternative
method of distribution and promotional activities
have to be evaluated and worked upon.

CORPORATE MAPPING :
DELHI & NCR being an entirely industrial city had huge
potential for the sales of PEPSI in corporates as these
concerns had factories, offices and canteens and the officials
and workers base was very strong. The process of Retail
Mapping was followed by the Corporate Mapping, which
incorporated of tracing of the organizations and assessing
the market for PEPSI in these areas. Apart from these the
database had to be updated to turn the non-potential market
in the corporate into profitable liaisons for the increment of
sales volume.

66

THE OBJECTIVES OF CORPORATE MAPPING WERE:

Trace the organizations with and without canteens

and cafeterias and estimate the market for PEPSI.

Estimate the brand preference of PEPSI and COKE in

the corporates and the reasons thereof.

To review the product performance and satisfaction

along with the expectations of the customers in
corporates including PEPSI Dispenser Equipments.

To assess the product availability and demand of the

product (Traffic) in these organizations as well as
when the product has the optimum consumption e.g.
daily,

delegations,

meetings,

parties,

or

other

occasions and the customers i.e., whether the

officials or workers or both.

To ensure efficient supply and record any complaints

or grievances thereof.

To assess the promotional measures being adopted

by Coca Cola for tapping these markets and locate
the weak points in corporates having Coca Cola

67

counters

to

convert

them

into

profitable

opportunities.

The

Corporate

Mapping

was

the

supplementary

programme in the project to boost the sales performance of

PEPSI in DELHI & NCR and capture the market share of its
nearest competitor. The analysis and findings were recorded
on the format provide by the company accompanied by the
list of findings and observations in order or their preference
and seriousness along with all the relevant details about the
organization. The matters were discussed and analyzed
carefully by the MDC.

The corporate matters had to be given a special care as

these had huge potential for the product. The specimen copy
of the Corporate Mapping format is attached for reference.
The findings and observations have been discussed in the
coming pages.

68

69

ANALYSIS OF FINDINGS AND

OBSERVATIONS:
The main objective of the company is to increase the
brand preference and market share so any information
material form this point of view had to be take into account
along with the formats provided by the company for
predefined information recording and analysis of those
recordings and present the information in an organize and
systematic manner in a condensed form reflecting the actual
position of the market.

The information had to be recorded in the format along

with the relevant information as per the objectives of the
research and an analysis of that information had to be made
and present them in an understandable format so that
immediate

inferences

can

be

drawn.

Generally

those

information had to be presented in percentages and the

other findings and observations had to be evaluated and a
list of findings had to be arranged in order of their
seriousness and areas of serious concern along with the
outlet details.
70

After the analysis sheets and formats have been

surrendered to the C.Es after analysis by the trainees it was
further analyzed and evaluate by him and a brief analysis
was made each day of the daily report. The CEs further
forwarded these reports after retaining the reference copy,
to MDC for further review and reference.

E.

SEGREGATION OF DELHI & NCR :

As discussed earlier that the major objective of the

Retail Mapping of DELHI & NCR was to segregate the market
for PEPSI for the Strong Area Programme and the Weak Area
Programme. These Programmes have been discussed under
the Retail Mapping Head. The Data and fact collected by the
survey had to be analyzed and presented in a systematic
form in order to draw meaningful inferences.

The finding of the Route Riding and the Survey

conducted during the Retail Mapping and the Corporate
Mapping were combined together and analyzed together to
71

reach a final report ie, the RETAIL MAPPING SUMMARY or THE

CONDENSED DRAFT REPORT, which gave the entire picture
of the actual position if PEPSI in DELHI & NCR . The report so
prepared was on the basis of the Retail Tracking Sheet and
the other supplementary finding and observations were
considered to reach a consensus of declaring the route as a
weak area or a strong area.

The reports were analyzed thoroughly by the Customer

Executives and a meeting was held for the assessment of
the routes and the reasons of unfavorable performance in
the weak areas and how to improve the sales on those
routes. The discussion comprised of the further investments
for the enhancement and extension of the routes and the
level of promotional measures required in these areas. The
performance of Coca Cola was also reviewed simultaneously
and

comparative

study

was

made

to

assess

the

performance and growth in the industry. These data and

figures were compared with that of the last year and a
growth percentage was reached which also served as a basis
of declaring an area as a Weak Area.
72

As already mentioned PEPSI is a VFMCG so the

marketing strategies are going to be very dynamic in nature.
The Customer Executives had to formulae day to day
strategies and these were communicated to RAs in the
morning when they were going to leave the depot and this
interaction among R.A.and C.E. was to be known as Gate
Meeting.
The programmes were to be based on the seriousness
of the problems and accordingly a mild or aggressive
marketing, promotional and investment programme was to
be formulated.

FINDINGS & OBSERVATION

73

The reports of each phase of the project had to be

supplemented by the information, data, facts and figures
and significant findings and observation to support the
feasibility of decisions to be taken on the basis of the Retail
mapping Summary or the CDR. The information so recorded
in each phases of the project had to be listed in order of their
relevance and seriousness and presented in a form to
facilitate immediate inference.

Some of the important observations have been

listed below:

Soft drink businesss behavior is not governed by brand

loyalty so the availability of the right brand, at the right
place, at the right time is the key for winning consumer
in soft drink business.

The most important and satisfying observation was

that, PEPSI had approximately 64% market share in the
soft drinks market in DELHI & NCR

and some of its

brands like Mirinda Orange and Mountain Dew were

74

performing above standards apart from PEPSI Cola in

spite of the Coca Cola with two cola flavor packs i.e.,
Coke and Thumps up.

The present distribution system of PEPSI is the best in

the entire FMCG industry in DELHI & NCR

and the

major strength
of PEPSI. The enhancement in the distribution network
would definitely increase the market share of PEPSI.

The retailers played a very critical role in the increment

in the sales volume of the product and the had to be
kept satisfied in order to increase the market share by
offering better schemes, discounts, display materials
such as VISIs, racks, counter, signage, wall paintings
and better amount for purchase of shelf space for
display.

The existence of sub-dealers and super stockiest are

also the major area of problem, as they do not move
the schemes and other display materials and incentives
75

information to the retailers, which is one of the reasons

for the dissatisfaction of retailers.

The cut throat competition between PEPSI and COKE

had lead to the never ending cola war and price war
which has brought down

the profit margins which is one of the major grievances

apart from the common complains pertaining to
schemes, incentives and display materials.

The other major issue was the supply of PEPSI from the
bottling plants in Delhi and Punjab against the company
policies.

These

plants

supplied

the

products

at

discounted rates and violated merchandising principles

of PEPSI.

Another critical issue was the presence of duplicate

products of PEPSI in the market. The details of these

76

outlets have been surrendered to the company for

action against these outlets.

The position of PEPSI in the corporates was not up to

the mark and Coca Cola had a better scene in this
context. One of the reasons can be assigned to the
product positioning of PEPSI and Coca Cola.

ANALYSIS
MARKET STATUS OF PEPSI PRODUCT

77

PEPSI-COLA PRODUCTS

Lehar 7-Up; 9%
Pepsi; 24%

Aquafina; 7%
Lehar Soda; 4%

Slice; 20%

Mirinda Orange; 14%

Mirinda Lemon; 3%
Mountain Dew; 19%

PREFERENCE OF SOFT DRINKS IN QUANTITY

78

2 LT.; 24%

200 ML; 37%

330 ML (CAN); 2%
300 ML; 25%

RATIO OF CONSUMPTION OF SOFT DRINKS

79

PER 100 CONSUMERS

Twice in a week; 12%

Never; 1%
Once in a week; 3%
Daily; 13%

Often; 67%

80

The

other

Statistics

and

finding

have

been

presented in the form of various charts on the

coming pages:
DEMAND OF SOFT DRINK

81

CONSUMTION OF PEPSI BRAND

RATIO OF PEPSI AND

COKE IN DELHI & NCR

82

Which brand purchase is the most?

PEPSI Vs COKE

43
57%

83

PEPSI
COKE

SWOT ANALYSIS

STRENGTH:
1) Good market penetration.
2) Motivated channel partner.
3) Well defined routes.
WEAKNESS:
1) All brands were not available in at least 80% shops.
2) Complaint handling was not up to mark.
3) Supply in certain area is very irregular and also route
agents are not covering full routes.
4) Poor signage and display is making the routes week for
the sale of Pepsi.
5) Interpersonal relationship with the company officials
and the route agent is not satisfactory.

OPPORTUNITY:
1) It is observed that in some newly establishing areas
many new outlets are opening , Pepsi needs to

84

concentrate on these new outlets and can gradually

increase its sale in these area.
2) Large number of mix outlets can be changed to Pepsi
exclusive and coke exclusive to mix only by luring them
good and efficient supply, glow sign and cooling
equipments.

THREATES:
1) Coke is the only nearest competitor and it is catching
up in the market penetration through price skimming
and other promotional scheme.
2) Some local brands commonly known as kancha , Tip
Top , Shine and the launch of Catch soft drink a
product of DS group are causing decrease in sale in
some areas.

85

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

Though, PEPSI has a strong position in DELHI & NCR &

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

Soft drink businesss behavior is not governed by brand

loyalty so the emphasis is not only on creating the market
but also on retaining it. The availability of the right brand
and flavor pack, at the right place, at the right time is a key
86

for winning the customer in soft drink business. Keeping

these facts in mind it becomes very important to treat the
retailers with concern and satisfy them by various measures
and so that they are loyal towards PEPSI. Public relation is
also critically important in this industry.

87

RECOMMENDATIONS

The Project Retail Mapping was concerned only with

providing the organization with all the necessary information
required to strengthen the position of PEPSI in DELHI & NCR
in the form of reports incorporating all information in an
analyzed and summarized form. But some critical and major
issues, which have been identified on account of extensive
analysis, required suggestions to be put forward on the basis
of the current market scenario.

There should be uniformity in, schemes, and discounts,

which are offered to the retailers and should be based
on a specific parameter such as sales volume, to avoid
dissatisfaction and biasness among the retailers.

Activities of sub dealers and super stockiest should be

controlled and checked in order to ensure fair prices
and distribution of schemes and incentives to small
retailers to avoid discontent among smallholdings and
outlets.
88

Every possible step should be taken for the

satisfaction of the retailers, as they are the most important
supplement to the sales promotion measures and nationwide
advertising campaigns of the company in context of boosting
the sales and enhancement of the brand image of PEPSI.

The operations of the bottling plants of the surrounding

territories should be controlled in order to ensure that
they do not supply the product in other territories not
under their area of operation.
The company should modify its advertising strategy and
educate the customers about its age-old existence and
enhance its brand image. This will appeal to the target
customers of middle and older age groups apart from the
younger generation in which PEPSI has a good hold.
First and foremost things are that, whatever the policy
is going to be formulated it should not be same for all
the areas. Different policies should be framed and
implemented at different areas by looking and keeping

89

various variables in the mind like buying habits,

preferences, education level financial position of that
particular area and standard if living etc.
Rural market being a very potential segment needs
very quick and prompt efforts to be taken to capture
this high volume market.
Many retailers complained regarding irregularly in visit
by the executives. They also said that executive give
very bad response to their complaints. It is necessary
that executive should make frequent visit to cover each
outlet and try to provide them best
Pouches, foreign particles were found in few bottles, so
proper quality control measures should be implemented
as companys reputation are at stake.
There is a great market of soda (1 Lit.) but the supply of
this pack is very poor, so the supply should be made
possible quickly.
Quality of PET bottle should be improved so that most
problems can be minimized.
90

 Soft drink is still considered a treat virtually a luxury, so

it possible company should cut down its price especially
of cans.
Supply of posters, glow-sign boards, tin boards, banners
and sun pack sheets etc should be made at regular
interval.

Claim should be provided to the deserving retailers.

Wall painting should be made regularly in the area, as it
is a good medium of advertisement.
Proper attention should be given to the retailers
problem so that they take interest to increase the sale.
Proper advertisement should be made at railway
station, bus stand, posh area, major market and
economies place etc.
A company may create favorable impression among the
youth if they sponsors small events like college
91

festivals, university programs, school functions, fashion

shows, quiz programs etc.
Retailers

need

display

material.

To

enhance

the

marketing of the product.

LIMITATIONS
The retailers in many cases reluctant to answered many
questions.
The respondents may be biased on influenced by some
other factors.
Time and money were the greatest limitation in
carrying out the survey.

92

 A number of retailers (pan-shop) being illiterate, it took

us lot of time in collecting information.
The mere information which we get from the retailers is
not sufficient to arrive at a conclusion.
The seasonal changes affect the sell.

93

MAIN KEY POINTS

Service aspect of agencies is very effective, they
deliver their product according to the demand a just in
time.
After conducting the market survey of retailer in
Ghaziabad

city,

I analyze that Pepsi-Cola is dominating over Coca-Cola

in the sale of PET.
After analyzing the market and calculate the weightage,
the result comes out that Mountain Dew is the leading
product of Pepsi-Cola.
Consumers do have a demand for 200 ml and 2 lit.
bottle.
Retailers have problem in display material.
Most of the place like cinema hall and educational
institutions are dominated by Pepsi-Cola.
Retailers have complaint regarding the PET, that more
better quality bottle should be used.
Aquafina (Pepsi-Cola) in Ghaziabad city dominated
Kinley (Coca-Cola) mineral water.
Retailers have a demand of some offers and free gifts.
Kinley soda (Coca-Coal) is also dominated by Lehar
soda (Pepsi-Cola) in Ghaziabad city.
Maaza (Coca-Cola) is also dominated by Slice(PepsiCola).
94

 It was seen that Lehar Soda (1 lit.) in particular remains

short during the season.
In the market there is only a retailer on which the sale
of the different product of different company depends.

QUESTIONNAIRE
Name
:
____________________________________
Address

____________________________________
____________________________________

Contact No.
:
____________________________________

Q.1. Are your customer satisfied with Pepsi ?

a. yes

b. no

Q.2. Do you provide home delivery of Pepsi ?

a. Yes

b. no

Q.3. How many houses?

Q.4. Which brand of soft drink do you sell?
a. Only Pepsi-Cola

b. Only Coca Cola

Both.
Q.5. Which quantity of soft drinks you have?

95

c.

a. 200 ml

b. 300 ml

d. 2 lit.

e. All.

c. 500 ml

Q.6. Which brand of soda do you sell?

a. Leher Soda (Pepsi-Cola)

b. Kinley(Coca Cola)

Q.7. Which brand of mineral water do you sell?

a. Aquafina (Pepsi-Cola)
c. Others.

b.

Kinley

(Coca

Cola)

Q.8. Chilling equipment owned by you?

a. Only Pepsi-Cola
c. Both.

b. Only Coca Cola

Q.9. Do you get timely supply of these brands with proper

schemes?
a. Yes

b. No.

Q.10. Is your chilling equipment working properly?

a. Pepsi-Cola
b. Coca-Cola

=Yes.

No.

Yes.

No.

Q.11. During breakdown of chilling equipment who gives

better service?
a. Only Pepsi-Cola
Both.

b. Only Coca Cola

96

c.

Q.12. Whose racks do you own?

a. Only Pepsi-Cola
Both.

b. Only Coca Cola

c.

Q.13. Is there increase in sales due to display of the racks?

a. Yes

b. No.

Q.14. Availability of glow boards provided by company

through promotional scheme.
a. Yes

b. No.

Q.15. Are your customer SATISFIED of PEPSI schemes ?

a. Yes

b. No

c. Cant Say

Q.16. Is the brand of pepsi is high on your sale?

a. yes

b. no

c. cant say

Q.17. . What %tage increase in sale you get after the

schemes offered by PEPSI?
a. 5-15%

b.25- 30%

c. more than 50

Q.18
200 ML
PCI

300ML
CCX

97

PCY

CCX

STOCK
REGULA
R

600 ML
PCI

CCX

STOCK
PET

98

2 LIT
PCI

CCX

BIBLIOGRAPHY

Marketing Management
Kotler)

(Written by Philip

Principles of Marketing
B. Gupta)

(Written by C.

Research Methodology
R. Kothari)

(Written by C.

Magazines:
Advertising Management
Business India
Business Today
Business World
www.pepsiworld.com
www.pepsico.com
www.google.com

99