Professional Documents
Culture Documents
2009
2010
2011
2012
2013
Growth Rate
Bottled water
3.290
3.885
4.515
5.169
5.825
14.5%
Carbonated drinks
1.323
1.430
1.536
1.639
1.731
6.7%
Juice
456
538
623
709
796
14.9%
10
11
1.2.1 Brands:
Launched in 1995.
12
Launched in 2006.
Launched in 1992
Launched in 2009.
B. Beverages
PepsiCo Indias expansive portfolio includes iconic refreshment beverages Pepsi, 7UP,
Nimbooz, Mirinda, Slice and Mountain Dew, in addition to low-calorie options such as Diet
Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drink
Gatorade and fruit juices such as Tropicana and Tropicana Twister.
1. Pepsi: YEH HAI YOUNGISTAN MERI JAAN
100 year old brand loved by over 200 million people worldwide.
1.2.2 Mission:
PepsiCos mission is to be the world's premier consumer products Company focused on
convenient foods and beverages. They seek to produce financial rewards to investors even as
they provide opportunities for growth and enrichment to their employees, business partners and
the communities in which they operate. And in everything they do, they strive for honesty,
fairness and integrity.
1.2.3 Vision:
PepsiCo's responsibility is to continually improve all aspects of the world in which they operate
environmental, social, economic creating a better tomorrow than today.
Our vision is to put in to action through programs and a focus on environmental stewardship,
activities to benefit society, and committed to build shareholder value by making PepsiCo truly
sustainable company.
1.2.4 Performance with Purpose:
At PepsiCo, were committed to achieving business and
financial success while leaving a positive imprint on
society delivering what we call performance with
purpose.
14
15
C. Talent sustainability:
This is founded on PepsiCos belief that cherishing its extraordinary group of
people is crucial to building an empowered workforce. PepsiCo pursues diversity
and creates an inclusive environment which encourages associates to bring their
whole selves to work. PepsiCo has increased female and minority representation
in the management ranks and has encouraged employees to participate in community service
activities while continuing to create rewarding job opportunities for people with different
abilities
1.2.5 Commitment:
PepsiCo is one of the great companies dealing with customer and their employee in good
manner. PepsiCo is committed to delivering sustained growth through empowered people acting
responsibly and buildingtrust. They uphold this commitment with six guiding principles:
I.
II.
Care for our customers, our consumers and the world we live in.
Sell only products we can be proud of.
III.
IV.
V.
VI.
interpretations which include a thorough evaluationof the field work. The fifthchapter is
conclusions it includesconclusions derived from the logical analysis presented in theresults and
discussions chapter. The sixth chapter gives limitations of the project and lastly theseventh chapter
which is recommendations gives the recommendation based on theconclusions. After this there is
appendix and bibliography.
18
bottles
move
through
the
worlds
most
pervasive
distribution
network.
Coke is mainly a franchise driven operation with a company supplying its soft drink concentrate
to its soft bottles around the world Coke management releases that a soft drink is a convenience
as well as an impulse product. According the companys expertise lies in consumers marketing.
Idea is to reduce the effect span as Also coke will be experimenting with mobile dispensing units
at beaches and stadiums going out towards consumers the much as possible. Cokes infrastructure
plan include setting up new subsidiaries. It is also considering a 35 Greenfield venture to set-up a
19
model plant in westerns corridor most likely in Gujarat. This will have 4 product lines with a
capacity of 600 bottles per minutes with a build in flexibility to about top different and flavors
and sizes. Another option for building capacity is to bringing in bottlers from overseas to invent
jointly in fresh capacity. The company wants to go a stem further and set-up COCA-COLA
institute a training facility for bottlers. Coke continues to stay with its multi brand strategy. This
enhances the ability to leverage self-space at the retail outlet. It also gives then flexibility to offer
price on brand others then lead once. Coke has launched MAJA pineapple and MAJA orange. As
far as new product launched is concerned coke plans a dual brand approach by bringing in
FANTA lemon. This comes about because volumes of LIMCA have increased by 20% shares,
which have an 80% - share of the cloudy lemon segmentso this dual brand approach will
extend to those flavors too. Pepsis decision to take in company owned bottling operation
(COBO) alongside franchise has proved to be winning edge over its competitor. By 1994 Pepsis
has bought over five bottles in the key markets. This ensuring maximum control. The franchise
now sees the company not just as advisor but also as carrying the weight of experience.
Company system and franchisee system can now be properly aligned to meet the required
objectives.
On expanding reach and availability 80% of all cold drinks are consumed at the point of
purchase (POP) rather than at home. The fountain initiative has paid off in higher of countrywide
and they offer consumers a whole new way experience soft drinks. Also expanding teach and
availability. Coke tied up with Indian oil to set up dispensing units at petrol pumps. Pepsi
followed suit by striking a deal with Bharat Petroleum. Pepsi has mainly focused a brand Pepsi.
Their strategy has been to keep pace with the market growth rate in non-Colas but to emerge as
the definite cola they have put there might behind the brand Pepsi as the flagship brand. In 1987,
Pepsi ranked 29 in the fortune list of the 500 largest industrial corporations in the U.S. Coca Cola
was way down at 54, while Pepsi Co. improved its position from 34 in 1986 Coca Cola tumbled
to 38 after missive public outcry; the company had to reintroduce the original coke classic. Pepsi
has so far made inroads in 151countries (150 before India) including the much-publicized
ventures in the Soviet Union and China. Patience in Pepsi Co.s long suit. At the base of every
beverage business lays the all important secret formula of success the Concentrate. In India the
concentrate is prepared by Pepsi food limited representatives of Pepsi-Cola international.
20
They came, spent, and conquered. The size of their combined business adds up to more than Rs.
5500 Cr. The equity investment put in it tots up to a humungous $ 1347 million (Rs. 5700 Cr.).
Yet almost 10 year after Pepsi Coca-Cola Company entered India, birth is yet to turn a profit.
Their accumulated losses are estimated to over Rs. 800 Cr. In a bid to comer a larger market
share, invariably, either Pepsi or Coke ends up raising the stakes to a point where the math
simply doesnt add up. Just that the two cola giants have been in an unseemly hurry to grow the
Indian market and, at the same time deny each other any advantages, irrespective of whether it
makes economic sense. In the mid 90s breakeven was pegged at 40 million cases. Today, both
players together do 150 million cases, but break-even is still elusive. The battle spilled into
almost every area of operations in early 1999, that discounts were also unleashed. If the industry
norm was around three to four bottles free with every case, the Cola majors began to offer six to
seven bottles. In 2000 particularly in the month coke went berserk, giving 500/0 discounts.
Both cola warriors targeted a clutch of key accounts about 67% of the total retail base, primarily
restaurants, movie halls and hotels. In many cases the owner would play one against the other
and drive a hard bargain. In many cases the cola companies, paid close to Rs. 100 per case of
expected off take as advance to secure a monopoly over the key account. The gross margins a
case of returnable glass bottles was just Rs. 40. Aluminum cans too suffered from the same
problem effective. Aluminum cans too suffered from the same problem. Now every year, both
companies had to invest in fresh glass capacity and crates. Back-of-the envelop calculations
suggested that to put an additional million bottles in the market required close to Rs. 40 Cr.
investment in glass and carats, and glass bottles had to be replaced every four year after they had
done 40 cycles, during which time depreciation had been charged. Till the cola companies began
to concentrate on the urban centers. As soon as they pushed into the winter land, the first signs of
problems surfaced. In a state like Tamil Nadu the off take per 1000 people was barely 0.9 as a
result, when a Pepsi or a coke truck went into interior markets, the glass simply wouldnt come
black fast, either consumption was low or the volumes were being split between the volumes
were being split between the two competitors as a market. But that would have been completely
out of character for the company. It is a bit like asking the Brazilian Soccer team to adopt
German-Style total football. Across global market Pepsi has always reveled in grabbing share
away from coke. But in India it finds itself in a peculiar position. It is the Numero Uno brand,
outselling both coke and Thums up put together. Thats helped Pepsis Indian team to build quite
21
a reputation. Pepsi has managed to constantly find ways to connect with the youth. So it Coke is
the universal drink, which cuts across-age groups, Pepsi is the icon of the real cola aquifers
Young-people between the age 0f 15-29.
In order to fully understand the competition between the two companies we have to understand
the soft drink industry, for the same following should be considered: the dominant economic
factors, five competitive sources and SWOT analysis.
2.1.1 Dominant Economic Factors:
Market size, growth rate and overall profitability are three economic indicators that can be used
to evaluate the soft drink industry.
The market size of this industry has been changing. Soft drink consumption has a market share
of 46.8% within the non-alcoholic drink industry, clearly, the soft drink industry is lucrative with
a potential for high profits, but there are several obstacles to overcome in order to capture the
market share.
The growth rate has been recently criticized due to the U.S. market saturation of soft drinks.
Datamonitor (2010) stated, Looking ahead, despite solid growth in consumption, the global soft
drinks market is expected to slightly decelerate, reflecting stagnation of market prices. The
change is attributed to the other growing sectors of the non-alcoholic industry including tea and
coffee (11.8%) and bottled water (9.3%). Sports drinks and energy drinks are also expected to
increase in growth as competitors start adopting new product lines.
Profitability in the soft drink industry will remain rather solid, but market saturation especially in
the U.S. has caused analysts to suspect a slight deceleration of growth in the industry. Because
of this, soft drink leaders are establishing themselves in alternative markets such as the snack,
confections, bottled water, and sports drinks industries. In order for soft drink companies to
continue to grow and increase profits they will need to diversify their product offerings.
2.1.2 Porters Five Forces:
An industry analysis through Porters Five Forces reveals that market forces are favorable for
profitability. The Five Forces Model provides a way to think about how information resources
22
can create competitive advantage. Using Porters Model one can identify key sources of
competition, uses of information resources to enhance the competitive position against
competitive threats.
Power of Suppliers: The inputs for Coke and Pepsis products were primarily sugar and
packaging. Sugar could be purchased from many sources on the open market, and if sugar
became too expensive, the firms could easily switch to corn syrup, as they did in the early 1980s.
So suppliers of nutritive sweeteners did not have much bargaining power.
Selection of supplier
Industry Competitors: Revenues are extremely concentrated in this industry, with Coke and
Pepsi, together with their associated bottlers, commanding 90% of the case market in 2011. In
fact, one could characterize the soft drink market as an oligopoly, or even a duopoly between
Coke and Pepsi, resulting in positive economic profits.
Cost Effectiveness
Market Access
23
Substitutes: Through the early 1970s, soft drinks were synonymous with colas in the mind of
consumers. Over time, however, other beverages, from bottled water to teas, became more
popular, especially in the 1980s and 1990s. Coke and Pepsi responded by expanding their
offerings, through alliances, acquisitions, and internal product innovation, capturing the value of
increasingly popular substitutes internally. Proliferation in the number of brands did threaten the
profitability of bottlers through 1986, as they more frequent line set-ups, increased capital
investment, and development of special management skills for more complex manufacturing
operations and distribution.
Improve price
Improve performance
Power of buyers: The soft drink industry has different level of bargaining power exist among
the group of buyers such as Supermarkets, the principal customer for soft drink makers, were a
highly fragmented industry. The stores counted on soft drinks to generate consumer traffic, so
they needed Coke and Pepsi products. But due to their tremendous degree of fragmentation these
stores did not have much bargaining power. On other hand the buyers with dominant power were
fast food outlets. Although these outlets captured most of the soft drink profitability in their
channel, they accounted for less than 20% of total soft drink sales. Through other markets,
however, the industry enjoyed substantial profitability because of limited buyer power.
Buyer selection
Switching Cost
Differentiation
Potential Threat of New Entrants:It would be nearly impossible for either a new CP or a new
bottler to enter the industry. New CPs would need to overcome the tremendous marketing
muscle and market presence of Coke, Pepsi, and a few others, who had established brand names
that were as much as a century old.Entering bottling, meanwhile, would require substantial
capital investment, which would deter entry.
Switching cost
24
Economics of scale
2.2 Distribution:
The main objective of the marketing process is to distribute the products to the actual users. This
function involves a number of sub-functions to be performed by a producer or manufacturer.
These two functions are most important first, the creation of demand is made through the process
of advertising and sales promotion activities. On the other hand the distribution through the
channels of distribution. The decision relating to the channel of distribution is a very important
decision from the firm point of view because the selected channels affect considerable other
marketing decision. Such decisions are of long term nature and exercise their impact on the cost
structure of the firm also.
Channel distribution means the intermediaries or the process through which the goods products
are transferred from the producer to the ultimate users. Now a day any of the producers possibly
do not sell their goods directly to the final users. There are a lot of intermediaries between
producers and consumer, bearing a variety of name performing various kinds of function. Some
intermediaries like wholesalers and retailers buy and resale taking the bill. They are known as
merchant middle men and other are brokers, representative sales agent who seeks or search for
customers and negotiate on the behalf of the producer but do not take of goods. These are called
as middlemen.
The manufacturer and its distributive outlets share common objective to sell the manufactured
products at a profit. No doubt its objective differs with the marketing circumstance. Even though
many variation of specific objective fits into some categories. These are as follows: To built distribution network loyalty
To stimulate distribution
To develop managerial efficiency in distribution organization
To identify the source of supply for the product line at the final buyers level
The channel of distribution is a structure which organized and presents a choice among
alternative channels of distribution of the different marketing situations faced by retailers, whole
25
sellers and producers within the structure. It may be considered as a series of function which
must be performed in order to make producers efficiency.
To bearing maximum profits of all institutions concerned a channel of distribution should be
treated as a unit of total system of action. The activities of the manufacturer need to be
coordinated with these middlemen used in the distribution of given product. The whole market
depends on the availability of product. One of the important things in soft drink industry is to
packaging wich is returnable i.e the company takes back the glass bottle for refilling to mack
them available once again in market.
Manufacturers/products
Agents/brokers
Wholesalers/distributors
Retailers
Retailers
intermediaries involved in the transfer of product from company to end consumers which are
hubs, distributors and retailers.
A. Hubs:
The hub (warehouse) serves as the nodal point for a particular region and supplies to various
distributors and they cater to all surrounding market.
At Aurangabad there is only one hub which is the main warehouse.
B. Distributors:
Distributors are appointed agents of the company who make orders to the company by paying in
advance through drafts, stock the products in their godowns and supply them to outlets through
their fleet of delivery was and a team of salesmen and drivers. They are allowed to sell to
company's product to the retailers in a specified area. The company divides this area into routes.
Each route is covered by one unit i.e. one de livery van, one salesman one driver, one helper etc.
These units and godown are their main investment. Distributors have to invest in empty bottles
and crates too, so t hat they can maintain a specified quantity of reserve stock and facilitate the
quick rotation of glass crates.
The company evaluates its distributors at the end of the year and makes plans for the next year.
Company fixes the targets for each distributor according to market size, last years sales,
potential growth assumption based on deposit of empties and installation of coolers at outlets.
Distributors are awarded with a fair margin of Rs. 10 per crate for their service. This margin
could be increased for the sale above the targets, company offers are met with distributors before
appointing them. Distributor complying with many schemes and contests for its customers for
pushing different brands and giving various services. Company also offers many gifts like,
briefcase, and handbags, T-shirts, and capsetc to encourage the distributors. If distributor does
not agree with the conditions of these agreement company may reduce the area of distributor or
may even terminate the relationship.
C. Retailers:
Includes all the activities involved in selling goods or services directly to final consumers for
personal non-business use. A retailer or retail store is any business enterprise whose sales
volume comes primarily from retailing.
27
The sale of particular soft drinks depends a lot entirely on retailers wish. Like if he does not
keep Aquafina and if his shop is at the prime location then certainly the customer with turn
towards other cola drinks like Bisleri, Bailley, and Kinley etc. This all goes to prove that retailer
is king. So retailers require special focus from the company. Pepsi Co. helps the retailers to serve
its customer better by providing good margin to them for storing its product using merchandising
to improve in-store product display, installing cooling. There are different types of retailers in
India such as following:
1. Department stores: Department stores are general merchandisers. They offer to the
customers mid- to high-quality products. Though they sell general goods, some
department stores sell only a select line of products. Examples in India would include
stores like "Westside" and "Lifestyle"--popular department stores.
2. General Stores: These are small family-owned businesses, which sell a small collection
of goods to the customers. They are individually run and cater to small sections of
the society. These stores are known for their high standards of customer service.
3. Malls: One of the most popular and most visited retail formats in India is the mall. These
are the largest retail format in India. Malls provide everything that a person wants to buy,
all under one roof. From clothes and accessories to food or cinemas, malls provide all of
this, and more.
4. Modern Trade: Modern trade mean to supply product in high quantity to big retail store
like Big Bazaar, Spencer, More, & Vishal mega mart.
28
29
One of the important philosophy company follows is: JO DIKHTA WO BIKTA HAI means
the thing which is visible in any outlet, consumer demands for it. And this philosophy of
company is very much true.
2.4.3 Chilling equipments:
There are series of chilling equipment of Pepsi and its competitor. They are namely
PBI code (Visicooler) Chilling machine provided by the company free of cost to the retailers
having goodwill in the soft drink market.PBI OYC & CCI OYC The equipments provided by
Pepsi and its competitor respectively on the payment and the mode of payment is draft.
2.4.4 Numeric Distribution and Weighted distribution:
Numeric distribution is simply the number of items that have that thing divided by the total
number of the sample, regardless of size or contribution. If you sell to 1 outlet out of 10, then
your NumDist=10%
ND = No. of outlets where companys product is present /Total No of Outlets * 100
Weighted distribution is the number of items that have that thing multiplied by the weight of that
thing divided by the total number of the sample.
WD=Industry volume of outlets where companys product is present/ Total Industry
Volume * 100
Terminology used in ACNielsen or IRI retail audits. Basically numeric distribution is the % of
stores that a product is sold in. Weighted distribution is the % of stores that a product is sold in
but weighted by the importance of the outlets (usually on category volume).Therefore if you
have a universe (sample or geography) that contains 4 stores and the product is present in one
store then numeric distribution = 25%.
However, if that one store was for example a supermarket and the other three were corner stores
then that single outlet might account for 75% of all category sales. In this case weighted
distribution would be 75%.
Numeric distribution gives you an idea of the reach of distribution whilst weighted gives you an
idea of the quality of distribution. If companys strategy is to have a product available to
consumers 100% of the time then it would go with numeric. If company were looking to have a
31
focused availability that met the majority of demand (for the category) you would use weighted.
But to incerase the over all market share company need to use both numeric as well as weighted.
32
Six weeks
Sample area
Research type
Descriptive
Research Approach
Research Instrument
Questionnaire
Contact Method
Visit to Outlets
Survey population
100 outlets
Total Population
1000 + outlets
Initially the survey was to start with the route vehicle of the distributor of that area. Two days
had to be devoted with the route vehicle and noting down the name of the outlets and other
particulars where ever their route vehicle visited the outlets. It was to get familiarized with the
area. The next couple of days had to be surveyed individually in the same area trying to find out
those outlets in that area which was not attended by the route vehicle. This was how the whole
survey was to be conducted. The main aim of this survey was to find out those outlets which are
33
either new or remain unnoticed/unattended by the route vehicle or where the Pepsi products were
not reaching.
3.1.1 Data collection sources:
A. Primary sources
Primary data is collected, by first hand information from the concerned company person.
Primary data is collected by three different ways such as:
a) Observation The observation was done by the following meted:
Keeping the markets in view
Keeping the customers and consumers in view
Interacting with various group of retailers and consumers
b) Survey- which includes various categories of retailers. A questionnaire was prepared to
get the relevant information from retailer.
c) Personal interviews : This method of date collection involves the interviewers asking
question in a face to face con tact situation there in direct personal investigation and the
interview inn properly structured as it involves the use of set of predetermined questions
which are asked in the form and order pre-decided. This technique is preferred as it is
economical; more informative, non responses are low, spontaneous reactions which are
realistic. Lots of supplementary information comes up.
B. Secondary Data:
Secondary data consists of information that already exists somewhere and may have collected for
a different purpose, it provide a starting point. The list of retailers was obtained from company
officials, designed by company.
3.1.2 Data Collection Instrument:
Under Research Methodology there are two types of methods for marketing research. They are:
34
A. The Observation Method: In observation method data are collected on the direct
observation. No talks take place. By observing the person the analysis makes the
inventory as to product used by him at his home or kept as retailers stocks.
B. The Survey Method: It is an inclusive of panel method. In survey method information is
gathered directly from individuals by Personal Interview. The survey method is also
mentioned as the Questionnaire Technique. For my projectt point of view, the methods
mainly used are:
i.
The survey method by route ride I usually went with Pepsi van also with salesman. I met the
retailers from outlets to outlets. This survey method helps me a lot to understand about the
distribution system and to understand the problem of retailers and other people.
ii.
In addition to the personal interview by questionnaire technique; in this survey method I saw that
the respondent was shown the exhibit and advertisement to give his personal opinion and
attitude. In this method the direct interaction of occurred with the retailers and I could collect the
reliable information from them it has also cost disadvantage thats why some were difficult to
covered. The final questionnaire is shown in Appendix I.
35
After
Pepsi
22
22
Cole
29
24
Both
33
38
36
Yes
No
Cant Say
Before
34
21
29
After
41
19
24
37
Yes
No
Before
40
44
After
46
38
38
Q-4: Does salesmen provide you with right scheme given by the Company?
When the above question was asked the reply of the costumer was satisfactory.This is one of the
important finding surveyed in different routes.
Table 4.4: Result for Q-4
Yes
No
Cant Say
Before
25
20
39
After
30
18
36
39
Pepsi
Coke
Before
37
35
After
38
35
40
After
Pepsi
217.5
253.5
Coke
279
284
41
Pepsi
Coke
Before
1118
2124
After
1230
2124
42
64
20
43
50
34
44
Chapter 5 Conclusions
The cold-drink industry is fighting it hot war since years and in the times to come it will only
intensify. The only weapons to be used are the distribution and marketing strategies. The
company that usages its weapons properly will survive and the rest will vanish.
Pepsi has built a reputation around the world as a major player in the soft drink market as well as
the leader in the snack food industry. Creating a whole some environment for their customer all
the while maintaining its integrity has done this. Currently they are facing stiff competition from
Coca-cola, but their various distribution and marketing ventures , Pepsi is posed to give Cock a
definite battle in the future as to which cola consumer want.
Since last five years the sales of PepsiCos are increasing in Aurangabad city the promotional
activity of the seasons are quite good and the work force in Aurangabad city in PepsiCo India
Holding Pvt. Ltd. are working tremendous hard to increase the market shares of PepsiCo in
Aurangabad.
5.1 Observation:
1) Route vehicles are not regular on weak routes and on other routes they are regular but
they reach to their destination late.
2) It is observed that the competitor vehicle reaches quite early and fills the empty glasses;
this may be one of the reasons of decrease in the sale.
3) Even key outlets are very unsatisfied with the signage efforts put on by company even all
Pepsi exclusives are not having signage.
4) Complains handling was not proper, there were some old cases or complaints.
5) Big retailer / fat agent are involved in undercutting which should be stopped
immediately.
6) Most of the cooling equipments are not working properly.
7) Due to the shortage of Pepsi product in the market in this season Pepsi could not reach to
that mark where it can reach.
45
46
47
Chapter 7 Recommendation
7.1 Recommendation based on conclusions:
1) Signage: Majority of outlets is not satisfied with signage and they are also very unsatisfied
with the shortage problem. This problem results in the multiple problems leading to the marginal
level of dissatisfaction. There for it is very necessary to provide with effective signage to the
outlets.
2) Uniformity in the routes of sales agent: It was observed that none of the salesmen is
permanent to any route but to build up a good interpersonal relation proper interaction with the
outlets should be there so that company can position its product to the respective routes and
outlets.
3) Communication and motivational class: There is need of proper communication and
motivational class for the sales agent and the employs so that they can give their best effort and
contribute to the target announced by the company.
4) Display and Seasonal scheme: If display or seasonal scheme is allotted to any outlet it is
necessary to provide the outlets with the gifts items to encourage them, so that they can follow
the display or seasonal scheme in next season.
5)Complaint handling and its rectification: To enhance the effectiveness in complain handling
about cooling equipment it is advised to authorized at least one shop per two route , this will help
in complain handling which is biggest dissatisfaction in this season.
6) Awareness policies: The outlet needs awareness about the routes and daily scheme announced
by the company. It is recommended that the sales agent should carry some proof, document
concerned with the daily scheme so as the outlets can be satisfied.
48
2. The company should try to increase the points availability of its product by increasing its
breadth distribution.
3. All the outlets in the route should be covered, as sometimes the salesman tries to escape
the small outlets, which purchase less.
4. Salesman should be motivated so that they remain with company.
5. There should be timely reimbursement of the monetary and other type of schemes to the
retailers.
6. Regular check should be made by companys executive to see that the promotional
scheme reaches each outlet if it is eligible.
7. It should focus its attention to the untapped market where it can considerably increase its
market share
8. Distributors should from time to time take the pain of finding out the requirement of
retailers and the problem they are facing.
9. The process of Visi installation should be made easy.
10. There should attention be paid to the repairing of Visi out of order.
11. Advertisement and publicity in the untapped market by way of signage, racks, paintings,
banners, hoarding etc. should be expanded.
12. Distributors should check the working of route agents or salesman on regular basis.
13. Shortages of the product during the summer season if possible should be reduced. It
communicates bad message among the retailers as well as the consumers.
14. Signages& merchandise should be installed against the sale performance of the outlets as
well as the need of the market.
15. The company should keep contest for the
a. Best salesman
b. Best Retailers
c. Best distributors
49
Appendix
Appendix I: Questionnaire for Retailers
Name of Outlet: __________
________________________
_______________________________
Q1:
Q2:
Q3:
Q4:
Does a salesman provide you with right scheme given by the Company?
Q5:
Q6:
Q7:
Q8:
Q9:
a) Pepsi
b) Coke
a) Yes
b) No
a)Yes
b)No
a)Yes
b)No
a) Pepsi
b)Coke
a) Pepsi: ______
a) Pepsi:______
a)Yes
a) Yes
c) Both
c)Cant Say
c)Both
b) Coke:________
b) Coke:_______
b)No
b) No
Appendix II: Data collected form weak areas before implementing the recommendations.
Appendix III: Data collected form weak areas after implementing the recommendations.
50
Bibliography
Websites:
1) www.pepsicoindia.co.in
2) www.pepsico.com
3) www.coca-colaindia.com
4) www.drinktec.com
5) www.businessweek.com
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