SMV BEVERAGES, JAIPURIA GROUP

(Franchisee, PepsiCo India)

On

Submitted by:
GAURAV NAGESH
(Summer Intern)
University School of Management Studies
GGS Indraprastha University, Delhi
 ACKNOWLEDGEMENT

The most awaited moment of successful completion of an

endeavour is always a result of persons involved explicitly or implicitly
there in and it is impossible without the help and guidance of the people
around.

With sense of gratitude, I owe my regards to Prof. Neena Sinha,

my mentor and guide under whose genuine guidance the current
project has taken its shape.

I am very thankful to Mr. M. D. Verma, Territory Development

Manager for allowing me to work in SMV Beverages, to explore the
functioning of the organization and to undertake the current project,
“BRAND VISIBILITY- RETAILERS’ AUDIT”.

I pay my warm regards to Mr. Suresh Yadav, Marketing

Executive, I feel lucky to have as my first boss. With his constant
supervision and inspiring guidance, the whole internship became a
great learning experience.

Special thanks to all the employees, Pre Sales Representatives

(PSRs), Customer Executives (CEs) and retailers for their precious co-
operation during the period of data collection and analysis.

Last but not the least, I would also like to thank my family
members and friend Arshdeep Kaur who supported me and made the
whole stay in the city a wonderful experience.

2 | University School of Management Studies, Delhi

Place: Bhopal GAURAV NAGESH

Declaration

I hereby declare that the project entitled “BRAND VISIBILITY-

RETAILER’S AUDIT” at SMV Beverages, Bhopal is an authentic
research work conducted under the supervision of my internal guide
Prof. Neena Sinha, faculty, University School of Mangement Studies,
GGS IP Uninversity, Delhi and Mr. Suresh Yadav, Marketing Executive,
SMV Beverages, Bhopal.

The project was undertaken as a part of the curriculum of M.B.A.

program at University School of Management Studies, GGS IP University,
Delhi. This has not been submitted to any other examination body
earlier.

Place: Bhopal GAURAV NAGESH

3 | University School of Management Studies, Delhi

 CERTIFICATE

This is to certify that GAURAV NAGESH, a student of

Masters in Business Administration, GGS Indraprastha

University, Delhi has successfully completed the project entitled
as “BRAND VISIBILITY- RETAILERS’ AUDIT” with SMV
BEVERAGES (PEPSI), BHOPAL during his internship from June
2nd, 2010 to July 30th, 2010.

To my knowledge the project is a result of intensive study of

the above subject and his own genuine efforts. I take this
opportunity to appreciate his sincerity, hard work, dedication and
commitment towards the project work.

I wish him success for his future endeavours.

M. D. Verma Suresh Yadav

(Territory Development Manger) (Marketing

Executive)

4 | University School of Management Studies, Delhi

SMV Beverages (Pepsi), Bhopal SMV Beverages
(Pepsi), Bhopal

Contents
 Acknowledgement
 Declaration
 Certificate

S. NO. CONTENT PAGE NO.

1 About PepsiCo India Ltd. 6
2 PepsiCo History 8
3 PepsiCo at Present 10
4 PepsiCo Mission & Vision 12
5 Jaipuria Group 13
6 Jaipuria group with PepsiCo 16
8 SMV Beverages Pvt. Ltd. 17
9 Structure of SMV Beverages 18
10 Hierarchy of SMV Beverages 19
11 Beverages marketed at SMV Beverages 21
12 Distribution Channel 23
13 Pricing and Promotional Strategies 24
14 Objectives of the Study 32
15 Scope and Limitations 33
16 Methodology 34
17 Findings 37
18 Interpretations 41
s19 Conclusion & Suggestions 42
20 Bibliography 44
21 Appendix 45

5 | University School of Management Studies, Delhi

About Pepsico india ltd.

PepsiCo entered India in 1989 and has grown to become the

country’s largest selling food and Beverage Company. One of the
largest multinational investors in the country, PepsiCo has established
a business which aims to serve the long term dynamic needs of
consumers in India.

PepsiCo nourishes consumers with a range of products from

treats to healthy eats that deliver joy as well as nutrition and always,
good taste. PepsiCo India’s expansive portfolio includes iconic
refreshment beverages Pepsi, 7 UP, Mirinda and Mountain Dew, in
addition to low calorie options such as Diet Pepsi, hydrating and
nutritional beverages such as Aquafina drinking water, isotonic sports
drinks - Gatorade, Tropicana 100% fruit juices, and juice based drinks
– Tropicana Nectars, Tropicana Twister and Slice, non-carbonated
beverage and a new innovation Nimbooz by 7Up. Local brands – Lehar
Evervess Soda, Dukes Lemonade and Mangola add to the diverse
range of brands.

PepsiCo’s foods company, Frito-Lay, is the leader in the branded

salty snack market and all Frito Lay products are free of trans-fat and
MSG. It manufactures Lay’s Potato Chips, Cheetos extruded snacks,

6 | University School of Management Studies, Delhi

 Uncle Chipps and traditional snacks under the Kurkure and Lehar
brands and the recently launched ‘Aliva’ savoury crackers. The
company’s high fibre breakfast cereal, Quaker Oats, and low fat and
roasted snack options enhance the healthful choices available to
consumers. Frito Lay’s core products, Lay’s, Kurkure, Uncle Chipps
and Cheetos are cooked in Rice Bran Oil to significantly reduce
saturated fats and all of its products contain voluntary nutritional
labeling on their packets.

The group has built an expansive beverage and foods business.

To support its operations, PepsiCo has 36 bottling plants in India, of
which 13 are company owned and 23 are franchisee owned. In
addition to this, PepsiCo’s Frito Lay foods division has 3 state-of-the-
art plants. PepsiCo’s business is based on its sustainability vision of
making tomorrow better than today. PepsiCo’s commitment to living
by this vision every day is visible in its contribution to the country,
consumers and farmers.

Establishment Investment Employment

PepsiCo established it's PepsiCo India and its PepsiCo India

business operations in India partners have invested provides direct and
in 1989 and has grown to more than USD1 billion indirect employment
become one of the since the company to 150,000 people
country’s leading food and was established in the including suppliers

7 | University School of Management Studies, Delhi

beverage companies. One country. and distributors.
of the largest multinational
investors in the country,
PepsiCo has established a
business which aims to
serve the long term
dynamic needs of
consumers in India.

Pepsico history

Pepsi –cola was first made in New Bern, North Carolina

in the United State in the early 1890s by pharmacists Caleb bard
ham. On Aug 28, 1998 brad’s drinks was changed to Pepsi cola and
later trademark on 16 June 1903as Pepsi was initially intended to cure
stomach pains, bard man coined the name Pepsi from the condition
dyspepsia(stomach-ache or indigestion). It was made of carbonated
water, sugar, vanilla rare oils and kola nuts. Weather the original
recipe included the enzyme pepsin is distributed.

In 1903 bard man moved the bottling of Pepsi-cola

from his drugstore into a rented warehouse. That’s year brad ham

8 | University School of Management Studies, Delhi

sold 7968 gallons of syrup. The next year, Pepsi was sold in six-ounce
bottles and sales increased to 19,848 gallons. In 1906 the logo was
changed again.

In 1909, automobile race pioneer Barney old-field

endorsed Pepsi-cola in newspaper ads as “a bully drink… refreshing,
invigorating a fine backer before the race”. In 1975 Pepsi introduced
the Pepsi challenger marketing campaign where PepsiCo setup a blind
testing between Pepsi-cola and rival coca-cola. During this blind taste
the majority of participations picked Pepsi as the better soft drinks.
Pepsi took great advantages of the campaign with television
commercials reporting the test results to the public.

In the mid-1990s, the Pepsi launched the highly successful

Pepsi stuff strategy, its largest marketing’s program ever. In its first
year, Pepsi stuff significantly outperformed coke anticipated Atlanta
Olympic summer with growth 3 times larger than coke and 2 points of
share gained by Pepsi. There have been good times and bad times
plus lots of changes the years. If you enjoy Pepsi, you will enjoy the
stories of the people who have made it possible.

9 | University School of Management Studies, Delhi

PEPSICO AT PRESENT

PepsiCo Boilerplate

PepsiCo is one of the world’s largest food and beverage

companies, with revenues of nearly $60 billion. PepsiCo offers the
world’s largest portfolio of billion-dollar food and beverage brands,
including 19 different product lines that each generates more than $1
billion in annual retail sales. Our main business - Frito-Lay, Quaker,
Pepsi-Cola, Tropicana and Gatorade – also make hundreds of other
nourishing, tasty foods and drinks that bring joy to our consumers in
more than 200 countries.

10 | U n i v e r s i t y S c h o o l o f M a n a g e m e n t S t u d i e s , D e l h i
 PepsiCo’s people are united by our unique commitment to
sustainable growth, called Performance with Purpose. By dedicating
ourselves to offering a broad array of choices for healthy, convenient
and fun nourishment, reducing our environmental impact, and
fostering a diverse and inclusive workplace culture, PepsiCo balances
strong financial returns with giving back to our communities
worldwide. For more information, please visit www.pepsico.com.

Brand Facts

PepsiCo nourishes consumers with a range of products from tasty

treats to healthy eats that deliver enjoyment, nutrition, convenience
as well as affordability

Beverages

PepsiCo India’s expansive portfolio includes iconic refreshment

beverages Pepsi, 7 UP, Nimbooz, Mirinda and Mountain Dew, in
addition to low calorie options such as Diet Pepsi, hydrating and
nutritional beverages such as Aquafina drinking water, isotonic sports

11 | U n i v e r s i t y S c h o o l o f M a n a g e m e n t S t u d i e s , D e l h i
drinks - Gatorade, Tropicana100% fruit juices, and juice based drinks –
Tropicana Nectars, Tropicana Twister and Slice. Local brands – Lehar
Evervess Soda, Dukes Lemonade and Mangola add to the diverse
range of brands.

Foods

PepsiCo’s food division, Frito-Lay, is the leader in the branded salty

snack market and all Frito Lay products are free of trans-fat and MSG.
It manufactures Lay’s Potato Chips, Cheetos extruded snacks, Uncle
Chipps and traditional snacks under the Kurkure and Lehar brands.
The company’s high fibre breakfast cereal, Quaker Oats, and low fat
and roasted snack options enhance the healthful choices available to
consumers. Frito Lay’s core products, Lay’s, Kurkure, Uncle Chipps
and Cheetos are cooked in Rice Bran Oil to significantly reduce
saturated fats and all of its products contain voluntary nutritional
labeling on their packets.

PepsiCo Mission and Vision

12 | U n i v e r s i t y S c h o o l o f M a n a g e m e n t S t u d i e s , D e l h i
 PepsiCo Mission
"To be the world's premier consumer products Company focussed on
convenience food and beverages. We seek to produce healthy
financial rewards to investors as we provide opportunities for growth
and enrichment to our employees, our business partners and the
communities in which we operate. And in everything we do, we strive
for honesty, fairness and integrity."

PepsiCo Vision
"To build India’s leading total beverage company, delighting
consumers by best meeting their everyday beverage needs, and
stakeholders, by delivering performance with purpose, through our
talented people."

PepsiCo Sustainability Vision

"PepsiCo’s responsibility is to continually improve all aspects of the

world in which we operate – environment, social, economic – creating
a better tomorrow than today"

JAIPURIA GROUP

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With a legacy of decades in the industrial arenas, the Jaipuria group of
companies now stands at the one thousand crore mark. The group boats its
several world-class business arenas like those of real estate development,
textiles bottling of soft drinks, education, information technology, food
chain and retailing, apart from numerous other business segments.

JAIPURIA GROUP is an Rs.1200 Crore, professionally controlled, reputed

business house with over a century of operations in diversified fields.

The group as on today can boast of expertise and leadership in the field of
food and beverages, textiles and real state development with varied
interests in a wide range of products and services.

The Jaipuria group under the leadership of the brothers S.K.Jaipuria and
R.K.Jaipuria has today become one of the leading business houses of the
country.

JAIPURIA WITH DPS

The franchisee of the renowned chain of schools Delhi public school for
Gurgaon, Jaipur and Nagpur Branch. A combination of state of the art

14 | U n i v e r s i t y S c h o o l o f M a n a g e m e n t S t u d i e s , D e l h i
infrastructure and the best classroom facilities ensuring quality education,
keeping in with the tradition of DPS.

DPS Gurgaon is established with an initial investment of more than Rs.35

Crores and is already functional.

15 | U n i v e r s i t y S c h o o l o f M a n a g e m e n t S t u d i e s , D e l h i