SUMMER INTERNSHIP RESEARCH PROJECT On the topic “Comparison of marketing strategy a cock&pepsi in Agra.” SUBMITTED TO GLA UNIVERSITY, MATHURA Towards Partial Fulfillment of Requirement for Masters in Business Administration Degree PROJECT GUIDE: SUBMITTED BY: 1 | Page
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SUMMER INTERNSHIP RESEARCH PROJECT
On the topic
“Comparison of marketing strategy a cock&pepsi inAgra.”
SUBMITTED TO
GLA UNIVERSITY, MATHURA
Towards Partial Fulfillment of Requirement for
Masters in Business Administration Degree
PROJECT GUIDE: SUBMITTED BY:
Pravendra Singh Vedprakash Yadav“Sale executive” MBA 2ND YearOf sales&marketing service Roll No.1006370109Pvt.Ltd. Coca-Cola Agra GLA University Mathura
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ACKNOWLEDGEMENT
It is my pleasure to be indebted to various people, most of which were experts in
their respective fields, who influenced my thinking, behavior, and acts during the
course of study.
I am greatly thankful to Mr.A.K.Verma Training and Placemsent GLAIBM
Mathura for giving me a platform to have this wonderful opportunity and being
able to get glimpses of corporate world.
As a fresher for the corporate, I was not having any idea about corporate culture.
But I would like to give special thanks to my project guide Mr . Darshan Saxena
(training manager) of sales&marketing services Pvt.Ltd. Coca-cola Agra and
also great support by pravendra singh (sales executive) who on behalf of his
opulent experience, told me about the basic of corporate and guided me which
helped me to complete the project efficiently and showed me the right path to
reach the final destination with minimum hiccups and was always there with a
helping hand in times of need throughout my project.
I am thankful to him for his support, cooperation, and motivation provided to me
during the completion of project.
Last but not the least; I would like to thank Top Management and all the
respondents for giving their precious time, relevant information and experience.
Lastly, I would like to be thankful my father for their moral and financial support
and my friend with whom I shared my day-to-day experience and received lots of
suggestions that improved my work quality.
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DECLARATION
I,I, Vedprakash Yadav aa student of MBA II Year in GLA University
Mathura hereby declare that all the information; facts and figures furnished in this
report are based on my own findings and experience. This information has been
used for purely academic purpose.
I hereby declare the work was done by me and suitable information has been
downloaded from websites and other related resources of the company.
The project report is the result of my own hard work and self belief.
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ABSTRACT
Soft drinks are playing the vital role in the market and the companies are also getting
the good profits on these products. The soft drinks industry has originated in 1772. Now these
drinks spread all over the world and the millions of bottles is consumed every day. Now this
business is a global one and the companies are facing high competition in this business and they
are changing their strategies according to the situations.
Pearl Beverages Pvt. Ltd. Takes a great care to maintain quality control of products in
their factory. The bottles are visually examined for impurities continuously, as the bottles move
out. Samples are checked every ten minutes of production time by the chemist for its quality and
hygienic condition. The chemical analysis is also flavours, gas contain and sugar percentage. The
appearance, smell and taste of the production are suspended and the correcting measures are
taken also as to sent right the bottling process.
The main objective of the study is to find out the strength and weakness of the Pepsi in
Agra zone when compared to the Coca-cola, that is mainly in the three places in Agra,
Firozabad And Hathras . Consulting almost all the outlets in these three areas, which are selling
the soft drinks with a structured questionnaire, has done the study. The data has been collected
and analyzed and interpreted by the help of the graphical representation technique.
The analysis revels the various strengths and weaknesses of Pepsi in these areas along
with the position of competitors. The most of the consumers preferred soft drinks because of
better taste and to quench out their thrust. But now days, due to the changing food habits
consumers have started adding the soft drinks in their food habits. The total sales of the soft
drinks the Pepsi’s share is more but when compared with the Cock the number of outlets are less
than Cock.
Finally it can be concluded that the industry needs lot of channel management activities
to do along with various promotional strategies for the customers. I wish the company got its
objectives achieved
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CONTENTS
Chapter No Title
1. INTRODUCTION & DESIGN OF THE STUDY
1.1 About the Marketing topic
1.2 Need of the Study
1.3 Hypothesis
1.4 Objective of the Study
1.5 Research Methodology
1.6 Limitations of the Study
1.7 Chapter Plan of the Study
2. ORGANIZATION PROFILE
2.1 Genesis and Growth
2.2 Organization Structure
2.3 Production Function
2.4 HR Function
2.5 Finance Function
2.6 Marketing Function
2.7 Future Plans
3. THEORITICAL FRAMEWORK
3.1 Introduction
3.2 Topic Coverage
3.3 How it relates to Marketing Management
3.4 Measuring Performance
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4. DATA ANALYSIS & INTERPRETATION
5. SUMMARY & SUGGESTIONS
5.1 Summary
5.2 Major findings
5.3 Suggestions
5.4 Implications for Owners / Managers
5.5 conclusions
5.6 Scope for the Future research
6. BIBLIOGRAPHY & QUESTIONNAIRE
6.1 Bibliography
6.2 Questionnaire
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CHAPTER-1
Introduction & Design of the Study
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1.1 INTRODUCTION
In this chapter various accepts of study are going to be discussed. To which area of
management that study belongs to and various concepts that are related the area of study. The
present outcomes under marketing and deals in the specific with the distribution network and its
management.
PEPSI COLA was in India from 1956-61 and left the country, as its products were
not acceptable by the Indian customers. But recently in 1990 it re-entered the Indian market,
where by PEPSI FOODS LIMITED was entered into a joint venture with PEPSI
INTERNATIONAL, TATA and VOLTAS.
PEPSI Bottlers and Producers of soft drinks buy concentrate and sell at fixed price
and add a margin rationally for its products.
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1.2 NEED OF THE STUDY
In modern days, market plays a vital role in rapidly changing industrial scenario. The
marketing decline is under going reappraisal in the light of vast goals, technological, economic
and social changes being faced by the today companies. The order to known the changes in the
field of marketing it are necessary to conduct market survey.
Study is conducted considering the following accepts:
Firstly, visage is a representative of soft drink market which is highly promoting with a
lot of potential which is at to be tapped.
Secondly the behavior of the retailer is very much influenced by the additional benefits
he is getting for selling the products having.
Thirdly to understand the market condition of the soft drinks in the present scenario and
the competition level in the market.
Considered the key role of the retailer in present day market as an attempt was made to
study the impact of company’s schemes of offering coolers to the retailers.
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1.3 SCOPE OF THE STUDY
There is lot of scope for the further study in the project. Further study can be done in the
following ways.
We can make a study on Pepsi and Cock companies’ efficiency in their promotion
activities.
The same study can be conducted in other areas under bottling unit to generalize the
finding for entire area under it.
There is chance to know whether the Pepsi and Cock are doing the right thing
regarding the sales promotion, product quality, discounts and advertising.
A study on impact of visit coolers sales of Pepsi also be taken up.
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1.4 OBJECTIVE OF THE STUDY
In view of intensifying competition in soft drink market, it is imperative that a brand
keeps a constant, which on them market and response properly and promptly to the dynamics of
the market. It is in view of this fact has the present study has been taken up for “PEPSI”.
To know and compare the merchandising of Pepsi and Cock in retail outlets.
To know the promotional activities of sales promotion, advertising and public
relations.
To know the strategy of Pepsi and its competitors regarding the Marketing Mix.
To know the problems of retailers regarding the trade schemes and consumer
offers.
To identify the retailers opinion towards Pepsi products.
To know the problems of retailers and to offer the suggestion for improving in
sales.
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1.5 METHODOLOGY
Introduction:
In this chapter, basically the methodology, by which the report has been prepared, is
explained. The exact need for conducting the study and total design of framework of the report
prepared is discussed. The limitations of the study are also discussed here.
According to the survey beverages can be classified into two segments. The first segment
can be done basing on the milk content, like milk based products like tea, coffee, flavoured milk,
and health drinks (milk, malt and coco) and the second segment can be done on non-milk
products such as soft drinks and mineral water.
According to the survey conducted on the consumption of beverages, Tea comprises
90%, filtered coffee 4%, beverages 2%, instant coffee 2% and carbonated soft drinks just above
1% of total consumption.
Soft drinks industry is a well known consumer product industry. It originated in the year
1772. In the USA first bottled soda was manufactured, by inventing a machine in 1809, the
manufacturing of carbonated soft drink was recorded in the history of soft drink industry.
Now a days soft drink industry is growing very extensively and millions of people are
consuming soft drinks everyday. Age, income, and climate are not at all a barrier for the
consuming soft drinks by the people. This is the reason for the tremendous growth in soft drink
market.
Data which is required for the analysis and fulfillment of our objectives has been collected from
two sources. They are
1. Primary sources
2. Secondary sources
PRIMARY DATA:
Primary data is collected from the retailers through a structured questionnaire. It includes
the first hand information from the outlets. It can view as a survey. The questionnaire was
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especially designed to find out the market share of the soft drinks and problems and weakness of
Pepsi in that particular area. The chapter deals with main analysis part of the study and the dealer
outlets covered in the study is
Srikakulam
Narasannapeta
Amadalavalasa
SECONDARY DATA
Secondary sources include the information collected from the annual reports, published
and unpublished records of the company .various books and journals and internet also being used
for collecting the relevant data
After gathering the data from those two sources the data was analyzed, tabulated and
interpreted and finally suggestions were offered for the betterment of the company.
DATA ANALYZING TOOLS:
After gathering the data from the Primary and secondary sources the data was
analyzed ,tabulated and interpretations were written down with the help of graphs and charts ,
with the help of Microsoft Excel and Microsoft Word.
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1.6 LIMITATIONS OF THE STUDY
The present study is subject to the following limitations:
The sample size is not universal , some part of other cities remained uncovered
Unavailability of some information due of lack of awareness of retailers
Time and expenses were major constraints
The study of the soft drink industry which is known to be seasonally fluctuating on e
percent study does not take into account seasonal fluctuations. The results may not suit
for all the seasons
Personal basis may be existing as the dealer of varied nature elicits the information
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Chapter-2
Company overview
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2.1 INTRODUCTION
In this chapter, an over of all the major accepts related to the study is discussed. The total
industry profiles the soft drinks industry globally and in our country. The profile of the company
with respect to its operation number of franchises, market share of the company and many other
factors would be discussed here.
2.2 INDUSTRY PROFILE
Non alcoholic soft drink beverage market can be divided into fruit drink and soft drink.
Soft drinks can be further divided into carbonated and non carbonated drinks. Colas, lemon and
oranges are carbonated drinks while mango drinks come under non-carbonated drinks. Cola,
lemon and oranges are carbonated drinks while mango dinks comes under non-carbonated
category. The soft drinks market till early 1990’s was in hands of domestic players like Coke,
Thumps Up, Limca etc. but with the opening up of economy and coming of MNC players Pepsi
and Cock the market has totally under their control. Worldwide, Cock is the leader in carbonated
drinks market. In India it is Pepsi, which scores over cock but this difference is fast decreasing.
Pepsi entered Indian market in 1991. Cock re-entered (after they were thrown out in 1977, by
then central government) in 1993.
Pepsi has been targeting the youth and the sales have been doing well by sticking to this
youth segment. Cock on the other hand struggled initially in establishing itself in the market. In a
span of 7 years of its operations in the country it changed its CEO four times they seem to have
started understanding the pulse of Indian consumers.
Soft drinks are available in glass bottles, aluminum cans and PET bottles for home
consumption. Fountains also dispense thin in disposable containers.
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SEGMENTATION:
The soft drink market can be segmented on the basis of place of consumption and on the
basis of type of products.
The segmentation on the basis of place of consumption divides the market into three
parts:
1. on-permise-80% of the consumption of soft drinks is on premise i.e. restaurants, railway
stations, cinemas etc,
2. At-home the rest 20% of the market compromise of the soft drink purchased for
consumption at home.
The market can also be segmented on the basis of types of products into Cola products and non-
cola products.
1. cola products account nearly 62% of the total soft drinks market. The brands that fall in
this category are Pepsi, cola, Thumps Up, Diet Pepsi etc.
2. non-cola segment, which constitutes 36%, cam be divide into 4 categories based on the
type of flavour available, namely
Orange
Cloudy lime
Clear lime
Mango
I. Orange flavour based soft drinks constitutes around 17% of the market.
The segment is largely dominated by national brands like Fanta of Coca-
cola Co. and Mirinda Orange of Pepsi Co. rest of the market is in hands of
smaller brands like Crush (earlier Cadbury Schweppes and now of Coca
Cola), Gold Spot etc.
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II. Cloudy Lime flavour constitutes 14% of the market and is largely
dominated by Limca of Coca Cola and Miranda Lemon of Pepsi Co.
III. Clear Lime this segment of the market witnessed good growth initially
with all; the players launching their brands in the segment. But now the
growth in the segment has slowed down. The brands available in this
segment are 7 Up , Mountain dew of Pepsi, Sprite of Coca-Cola and
Canada Dry( earlier of Cadbury Schweppes and now of Coca Cola). The
segment constitutes 3% of the total soft drinks market.
IV. Mango flavour segment constitutes 2% of the total soft drinks market and
it directly competes with mango based fruit drinks like Fruity. The leading
brands in this segment are: Maaza of Coca Cola and Slice of Pepsi.
There is very thin line of difference between the clear and cloudy lime. The most obvious
feature is that clear lime has to be bottled in green bottles as sunlight harms the drink and
changes the taste.
There are some small local brands at city or regional levels. Most of these are either
merging with two big players (Coca Cola and Pepsi) or they command a very small –less than
3% of the total market in their respective areas.
Soft Drink Production Area:
The market preference is highly regional based, while Cola drinks have main market in
metro cities and northern states of U.P, Punjab, Haryana, etc... Orange flavoured drinks are
popular in southern states. Sodas too are sold largely in southern states besides the Bars. Western
markets have preference towards mango-flavoured drinks.
Growth Promotional Activities in Soft Drink Industry:
The government has adopted liberalized for the soft drinks trade to give the industry a
boost and promote the Indian brand internationally. Although the import and manufacture of
international brands like Pepsi and Cock is enhanced in India the local brands being stabilized by
advertisements, good quality and low cost.
Buying Behavior in Soft Drink Industry:
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Soft drinks come under the category of products on impulse. This attitude of impulse
buying is slowly changing to occasion-led buying and also to some extent consumption
through home refrigeration particularly in urban areas.
The market is slowly moving from non alcoholic carbonated drinks to fruit based drinks
and also to plain bottled water due to lower price and ready availability.
Consumers purchase soft drinks primarily quench thirst therefore people traveling and
not having access to hygienic water reach out for soft drink. This accounts for a large part
of the sales.
Brand awareness plays a crucial rule in purchase decisions.
Availability in the chilled from also plays a crucial role in purchase decisions. This has
made both the companies to push its sales and to increase its retail distribution by
offering Visi cooler to retailers.
Why there is no aversion to consumption of soft drinks buys any age group, the main
consumer of this market are people in the age group of 30 and below.
Product differentiation is very low, as all the products taste the same. But brand loyalty is
high in the case of kids and people in the age group of 20-30 years.
According to NCAER survey, lower, lower-middle, upper-middle class people do 91% of
the total consumption of soft drinks in the country.
Growth promotional activities in soft drink industry:
The government has adopted liberalization for the soft drink trade to give industry a boost and
promote the Indian Brand internationally. Although the import and manufacture of international
brands like Pepsi and Coke is enhanced in India .The local brands are being stabilized by
advertisements, good quality and low cost.
Buying Behavior of soft drink industry:
Soft drinks come under the category of products on impulse. This attitude of
impulse buying is slowly changing to occasion-led buying and also to some extent
consumption through home refrigeration particularly in urban areas.
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The market is slowly moving from alcoholic carbonated drinks to fruit based
drinks and also plain bottled water due to lower price and ready availability.
Consumers purchase soft drinks particularly to quench thirst and therefore on
travel not having access to hygienic water reaches out for soft drinks.
Brand awareness plays a vital role in purchase decisions.
Availability in the chilled form also plays a crucial role in purchase decisions.
This has made both the companies to push its sales and to increase its retail
distribution by offering Visi coolers to retailers
Why is there no aversion to consumption of soft drinks to any age group, the main
consumers of this market are people in the age group of 30 and below.
Product differentiation is very low, as all the products taste the same. But brand
loyalty is high in the case of kids and people in the age group of 20-30 years
According to NCAER survey, lower, lower-middle ands upper-middle class
people do 91% of the total consumption of soft drinks in the country.
Major Players in Soft drinks Industries
The two global majors Pepsi and Coca Cola dominate the soft drink market in India.
Coca Coal, which would up its operations during the introduction of the FERA regime, reentered
India 16 years later in 1993. Coca Cola acquired a major chunk of soft drink market by buying
out local brands Thumps up, Limca, Maaza and Gold spot from Pearl beverages, Coca Cola has
also acquired Cadbury Schweppes soft drink brands Crush, Canada Dry and Sport Cola in early
1999 and now recently in Oct.2008 .It acquires distribution rights of these brands from IFB Agro
Ltd . Pepsi stated a couple of years before Coca Cola manufactures came up with their own
market share figures and claimed to have increased their share.
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Shares Reports On Retailers In Soft Dink Industry:
A Survey was conducted to study the retailer’s view of the present market, future trend
and the consumer behavior patterns. The findings of the survey are as follows.
Retailers started that the consumers are loyal to the particular segment of the soft
drink i.e. Coca Cola, Orange or Lemon. But as for the loyalty for the brands in
each segment is concerned, it is not very significant.
43% of the retailers surveyed told that in the soft drink industry advertising is the
key component, it drives sales. While 32% stated promotional schemes and
20%brand loyalty as the reason.
As consumers are not very brand loyal where the purchase of the soft drink
purchase is concerned, the retailer purchase becomes a critical issue. They usually
sell the product in which they get maximum benefit. For this, the companies try to
offer them higher margins.
While distributors get the margin of Rs 8-9 per crate (1 crate is equal to 24 bottles) at 3-4% of
MRP, retailers are given margin of 10-12 % of MRP. The retailers are not happy with this, as the
cost of refrigeration very high for soft drinks to overcome this problem the companies are
offering Visi coolers schemes to their main retailers
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2.3 ORGANIZATION PROFILE
PEPSI COMPANY MISSION STATEMENT:
Pepsi Company’s over all missions is to increase the value of their share holder’s
investment. they believe that their commercial success depends up on offering quality and value
to their consumers and providing products that are safe, whole some and economically efficient
and environmentally sound. Providing a fair return to their investors, while adhering to the
highest standards of integrity.
HISTORY OF PEPSI AND COCA COLA COMPANY:
Pepsi Co Inc. was founded by Donald M. Kendall, President and chief executive officer of Pepsi
–Cola and Herman W. Lay, Chairman& Chief executive of FRITO-LAY through the merger of
Pepsi cola was in India from 1956 to 1961. it left this country, as its products were
not found acceptable to the Indian market. Pepsi foods Ltd. Joint venture between Pepsi Co.
international of US(which is holding 40% of the equity)and Tata concerns Voltas and the Punjab
Ago industries Corporation (each of which have as round 25% of the equity),has 25%of its
output reserved for beverages with a 50% export commitment fo9r fruit and vegetable products.
According to Pepsi officials the project guarantees that for every American dollar the company
takes out of India, it will bring five back.
They started concentrated factory in Punjab. This company named as Pepsi Foods
Ltd. Pepsi Co. international’s direct investments in India so far amounts to Rs.165 corer. Two
thirds of this however has gone into food processing. Pepsi foods are exporting fruits and
vegetables to UK etc.
The Pepsi’s foods processing unit directly supervised 1,200 hectors under tomato
cultivation covering 183 villages and 319 farmers. The company’s technical inputs enabled the
farmer to achieve a yield of 35 to 50 tones a hector against the average of was after discontinuing
teems. KMBC Pvt. Ltd. Has was the bottle for five districts Vizag, Vizianagaram, Srikakulam,
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and East Godavari & West Godavari. It receives the stock from Cuttack.
PRODUCT PROFILE
The Pepsi Co. is known for the development and introduction of world-class brands
& products. Their portfolio is organized into three core business, which consists of snacks,
Beverages and Restaurants. Pepsi products are constantly changing themselves to develop new
products. They encourage consumer to explore their wide range of brands.
Main objectives:
The objectives of the company set out in memorandum of association and franchise
agreements are as follows:
To manufacturing soft drinks by concentrating supplied by Pepsi Foods.
To market and advertise within specified areas for Pepsi products.
To sell soft drinks at fixed prices.
financial structure:
To start and operate business, any company has to invest its capital in fixed assets and
floating assets and also in meeting the daily requirements of the company. However, depending
on the nature of business and product being offered by the company, the ratio of investment of
capital in fixed and floating assets differ.
Working Capital:
It means capital required for daily management of the company eg. Wages, salaries,
canteen expenses and transportation expenses etc
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Plant layout: the machine and equipment have been imported from Germany, which
are arranged in the plant according to the sequence of operation. All the operations are carried on
a continuous movement. The reasons for choosing the product layout are:
1. There is continuous supply of material.
2. The brands are all standardized products.
3. The demand for the product brands is reasonable stable.
4. The volume of production is adequate for the reasonable utilization of equipment.
Since the company follows continuous operation movement, the cost of material
handling goes low. The total floor space required by the machine is less than other types of plant
layouts.
Plant Capacity:
The company installed latest up to date automatic plant conforming to plant layout.
The installed production capacity is 400 bottles per minutes i.e. 24,000 bottles per day. The plant
also is having 100 bottles per 1-leter line. During off-season the plant runs one shift. The
company has to produce enough bottles of soft drinks at a speed to keep in space with the
disappearance of soft drinks form shelves of the retailer.
Production Schedule:
The production schedule is fixed by taking into consideration.
The present or current market demand.
The availability of empty bottles.
The inventory position filled bottles of different flavors.
The production schedule for each brand is fixed daily, filling the bottles of each branded
flavors. This has an advantage in manufacturing the branded product is one at a time.
Quality control
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Pearl Beverages Pvt. Ltd. takes great care to maintain the quality control of the
products in their factory. The Bottles are visually examined for impurities continuously, as the
bottles move out. Samples are checked every ten minutes of production time by the chemist for
its quality and hygiene condition. The chemical analysis is also made for flavors, gas content and
sugar percentages. The appearance, smell and taste of the products are also checked. If any
defects are noticed, the production is suspended and the correcting measures are taken so as to
set right the bottling process irregularities. Further, samples from each batch are dispatched to
the affiliated parent agency company in each week for quality checkup. Moreover, agency of the
company also lifts sample form the market at the random for quality checkup at any time to
make sure that the quality is maintained to the exact standard of the parent company.
At the end of the production schedule, daily all the equipment floor and wet
patches are cleaned with bleaching powder or some other solution. The standards of hygiene
maintained inside the production shops are commendable.
Organization Structure and management:
The word organization has two common meanings. The meaning signifies an institution
or function as group and the second meaning refers to the process of organizing the way of work
which is arranged and allocated among members often organization so that the goal of the
organization can be achieved efficiently. The organizing involves balancing the companies.
Needs both for stability on one hand and change on the other hand, an organization structure
means adopting a change or it can be a source of resistance to change.
There are mainly five elements of organization structure.
Specialization of activities.
Standardization of activities.
Coordination of activities.
Centralization and decentralization of deviation making.
Size of the work unit.
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The M.D, Mr. Ruchirans Jaipuria is athe head of the organization and administration. The
company is managed by able director, and is assisted by a team of well-qualified & experience
senior management personnel.
LIST OF THE EMPLOYEES IN PEARL
BOTTELIGN COMPANYThe following table shows the description of employees along with designation & no. of
employees:
S.No Description No. of employees
1 GENERAL MANAGER (FINANCE) 1
2 COMMERCIAL MANAGER 1
3 MARKETING DEVELOPMENT MANAGER 1
4 VICE PRESIDENT 1
5 TERRITORY DEVELOPMENT MANAGER 4
6 ACCOUNTS DEVELOPMENT MANAGER 1
7 TRAINING MANAGER 1
8 ADMINISTRATIVE MANAGER 1
9 MARKET EQUIPMENT MANAGER 1
10 PRODUCTION MANAGER 1
11 ASST. PERSONAL MANAGER 1
12 STORE EXECUTIVES 3
13 CUSTOMER CENTRAL EXECUTIVE 25
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14 TERRITORY C0-ORDINATOR 1
15 ROUTE AGENT 50
16 SALES TRAINEE 1
17 CHEMIST 3
18 ACCOUNTANTS 5
19 SUPERVISOR 8
20 CLERKS 8
21 OPERATORS 10
22 ELECTRICIANS 10
23 FITTERS 3
24 COMPUTER CUM TELEPHONE OPERATORS 12
25 SECURITY OFFICER 1
26 SECURITY GUARDS 6
27 OFFICE BOYS 13
28 SWEEPERS & HELPERS 3
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CHAPTER-3
Theoretical Framework
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3.1 INTRODUCTION
The main part of the report i.e. Analysis part is covered in this chapter. I did survey in
300 outlets in 3 various areas. After conducting the survey I interpreted the total collected
information using a structured questionnaire. The required information is derived from that
interpretation and analysis. This analysis part contains tables and pie charts. We can come to a
conclusion from the final information from this chapter. Because of that reason this chapter is
very important in the entire study of the project. Without this interpretation we can conclude the
total survey and also can not understand the position of any company and the opinion of the
customers regarding the company.
3.2 DETAILS OF THE AREA SURVEY CONDUCTED
Details of the survey conducted:
The total data collected in three areas in Srikakulam district of total of 300 retail outlets.
They are given below:
CLUSTER SAMPLE SIZE AREA
Cluster-1 130 Srikakulam
Cluster-2 90 Amadalavalasa
Cluster-3 80 Narasannapeta
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I started my survey first at Srikakulam on 4/02/09 and my study completed on 18/02/09
with Amadalavalasa. I personally went to every outlet and asked the total details of which are in
the questionnaire and filled those things. Some of the retailers denied giving the details and I
waited there with patience and collected all the data. In my survey I learned a lot and collected
the useful information and also got good experience in the market field and came to know many
things which are not in our books through this survey. I almost covered all the retail outlets
which are situated in these areas and collected the correct information.
3.3 INTERPRETATION OF THE SURVEY
[TABLES AND GRAPHS]
1. Pepsi & Cock Brands Available In Various Markets:
S.No Market Pepsi Cock
1. Srikakulam 5 6
2. Amadalavalasa 5 5
3. Narasannapeta 5 7
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Average Pepsi & Coke Brands Available in Various Markets
012345678
Srikakulam Amadalavalasa Narasannapeta
1 2 3
Pepsi
Coke
Average Pepsi & Cock brands Available in the market:
Brands No of Types
Pepsi 5
Coca-Cola 6
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INTERPRETATION:
In my survey of 300 retail outlets in 3 areas, I found 5 brands of Pepsi out of its 10 brands
and 6 Brands of Coke is available out of its 10 Brands on average. So the brand availability of
Coke is more when compared to Pepsi.
Top brands Available in Srikakulam Market:
S.No Brands Percentage
1. Slice 46
2. Mirinda 24
3. Sprite 20
4. Limca 10
50 | P a g e
0 10 20 30 40 50
Slice
Mirinda
Sprite
Limca
12
34
Top Brands Available In Srikakulam Market
Percentage
Top Four Brands Available In Amadalavalasa Market:
S.No Brands Percentage
1 Mirinda 46
2 7 Up 24
3 Sprite 17
4 Thumps Up 13
51 | P a g e
0 10 20 30 40 50
Mirinda
7 Up
Sprite
Thumps Up
12
34
Top Four Brands Available In Amadalavalasa Market
Percentage
Top Four Brands Available In Narasannapeta Market:
S.No Brands Percentage
1 Mirinda 42
2 Sprite 26
3 7 Up 18
4 Slice 14
52 | P a g e
2.No of Bottles Sold Per Day in Various Markets:
Srikakulam Amadalavalasa Narasannapeta
Pepsi 52 45 42
Coke 44 35 50
53 | P a g e
0
10
20
30
40
50
60
Brands
Srikakulam Amadalavalasa Narasannapeta
Market Areas
No of Bottles sold Per day
\
3.No of Bottles sold per Day:
Brands No of Types
Pepsi 45
Coke 55
54 | P a g e
INTERPRETATION:
In my survey of 300 outlets in three areas I found Pepsi is occupying 55% and the Coke
is occupying 44% in the total market in average. From this we can understand that the Pepsi sales
are more when compared to Coke.
4.Service required to the retail outlets:
S.No Market Daily Alternative Days Weekly Twice
1 Srikakulam 63 25 12
2 Amadalavalasa 49 27 24
3 Narasannapeta 55 36 9
55 | P a g e
Service Required in Average:
Types of Services Average Service Required from the Companies
Daily 55Alternative Days 30Weekly Twice 15
56 | P a g e
Average Service Required from the Companies
Daily
Alternative Days
Weekly Twice
INTERPRETATION: In my observation of 300 outlets in three areas I found that 55% of the retailers want the daily service, 30% retailers want Alternative Days and the remaining 15% of the retailers want the service weekly twice.
5. Satisfaction of Pepsi Service
S.No Market Good Satisfactory Bad1 Srikakulam 60 40 0
2 Amadalavalasa 65 30 5
3 Narasannapeta 70 28 2
57 | P a g e
Satisfaction of Coke Service
S.N0 Market Good Satisfaction Bad1 Srikakulam 45 50 5
2 Amadalavalasa 40 55 5
3 Narasannapeta 45 50 5
58 | P a g e
Service Satisfaction of Pepsi and Coke in Average:
Brand Good Satisfaction BadPepsi 65 33 2
Coke 43 52 5
59 | P a g e
INTERPRETATION:
INTERPRETATION: In my survey of 300 outlets I found that 65% of the retailers expressed good in case of Pepsi and 43% incase of Coke. 33% in the case of Pepsi and 52% in case of Coke expressed satisfactory and finally remaining retailers expressed bad to the service of the companies.
6. Trade Schemes by Both Companies in Various Markets
S.No Market Pepsi Coke1 Srikakulam 41 59
2 Amadalavalasa 49 51
3 Narasannapeta 41 59
60 | P a g e
Trade Schemes by Both Companies in Average
Brands Trade SchemesPepsi 44
Coke 56
61 | P a g e
INTERPRETATION: By observing the above pie chart we can understand that 56% of the traders expressed their happiness towards the schemes of the Coca-Cola and the remaining 44% traders expressed their happiness towards Pepsi company in case of their trade schemes.
7. Consumer Promotions offered by both Companies
S.No Market Pepsi Coke1 Srikakulam 61 39
2 Amadalavalasa 57 43
3 Narasannapeta 60 40
62 | P a g e
Consumer Promotions offered in Average
Brand Consumer PromotionPepsi 59
Coke 41
63 | P a g e
INTERPRETATION:
In providing consumer promotion by way of giving the prizes to the consumers and other ways to promote the sales, Pepsi was able to attracted 59% of the retailers with its promotional schemes. In case of Coke it attracted the remaining 41% of the retailers by their consumer promotional schemes and activities.
8. Is T.V Adds help to increase the sale of Soft Drinks
S.No Market Yes No1 Srikakulam 74 26
2 Amadalavalasa 51 49
3 Narasannapeta 60 40
64 | P a g e
Amount of people saying T.V ads help increase in Sale, in Average
T.V Add helps the increase in salesYes 62
N0 38
65 | P a g e
INTERPRETATION: The above chart shows the opinions of the retailers that weather T.V ads will help to
increase the sale of the soft drinks. In this 62% of the retailers expressed positively and the
remaining 38% retailers expressed negatively to this question.
9. Comparison of 2007-2008 sales
S.No Market Good Less Same1 Srikakulam 55 40 5
2 Amadalavalasa 30 63 7
3 Narasannapeta 40 48 12
66 | P a g e
Comparison of 2007-2008 sales in average
Opinion Good Less SameNo of outlets in average 42 50 8
67 | P a g e
INTERPRETATION:
In the above chart the opinions of the retailers were given. From that 42% of the
retailers expressed the view of good increase in the sale by2008 when compared to 2007. 50%of
the retailers expressed the view of less increase in the sale and the remaining 8% of the retailers
expressed the view of the same sales and there is no increase in the sales.
10. The Percentage Of Juice Based Soft Drinks In Total Sales
S.No Market Area 30% 20% 10%
1 Srikakulam 30 33 37
2 Amadalavalasa 29 34 37
3 Narasannapeta 34 32 34
68 | P a g e
Juice Based Soft Drinks In Average
30% 20% 10%
Result 31 33 36
69 | P a g e
INTERPRETATION:
By observing the above chart we can understand that the demand for the juice based
soft drinks is increasing rapidly. For that the companies better to concentrate on the juice based
soft drinks introducing and their sales.
11. Pepsi Visi coolers and other coolers available in the Market
S.No Market Pepsi cooler Cock+ other coolers
1 Srikakulam 32 68
2 Amadalavalasa 21 79
3 Narasannapeta 31 69
70 | P a g e
Pepsi & Coke Visi Coolers Available in Average
Pepsi Visi Coolers Cock Visi cooler+ Own
cooler
Average of Outlets 28 72
71 | P a g e
INTERPRETATION:
In the areas where I did my survey I found 28% of the retailers are using the Pepsi
Visi Coolers and the remaining 72% of the retailers are using the Coke and Other coolers. From
this we can suggest that Pepsi have to increase their Visi Coolers supply.
12. Why retailers keep other products in Pepsi Visi Coolers
S.No Market Area Electricity Bill No Own Cooler
1 Srikakulam 35 65
2 Amadalavalasa 58 42
3 Narasannapeta 56 44
72 | P a g e
Why other products in Pepsi Visi Coolers in Average
S.No Electricity Bill No own cooler
1 49 51
73 | P a g e
INTERPRETATION:
When I did the survey I observed that many of the retailers are keeping the other
products in Pepsi Visi Coolers and they gave some sort of explanation for that. In those reasons
49% of the retailers said Electricity bill is the problem and the remaining 51% of the retailers
said that they don’t have their own coolers. They should be restricted.
13. Most Soft Drinks Consuming Category In Various Markets
S.no Market Male Female All People Youth
1 Srikakulam 18 10 59 13
2 Amadalavalasa 12 11 56 21
3 Narasannapeta 19 18 39 24
74 | P a g e
Most Soft Drinks Consuming Category In Average
Opinion Male Female All People Youth
Avg % of outlets 16 13 51 20
75 | P a g e
INTERPRETATION:
In the above pie chart the consumption of soft drinks mostly by four categories. 51%
of the total consumption is by All People, 20% by the Youth, 15% by the Male and the
remaining 13% is consumed by the Female. We can say that the consumption of soft drinks by
the youth is increasing.
14. Soft Dinks Supply To The Retail Outlets
[Cash Or Credit]
S.No Market Pepsi
Cash
Pepsi
Credit
Coke Cash Coke
Credit
76 | P a g e
1 Srikakulam 100 0 100 0
2 Amadalavalasa 100 0 100 0
3 Narasannapeta 100 0 100 0
INTERPRETATION:
From the above pie cart we can understand that both the Pepsi
and Coke companies are not providing any credit to the retailers. All the
retailers are purchasing the soft drinks on cash only.
15. Consumption of Soft Drinks at Home and at
Shop
S.No Market At Shop At Home
1 Srikakulam 80 20
2 Amadalavalasa 70 30
77 | P a g e
3 Narasannapeta 75 25
Consumption of Soft Drinks at Home & at Shop In
Avg.
S.No At Shop At Home
1 75 25
78 | P a g e
INTERPRETATION:
From the above pie chart we can understand that in the areas I
did the survey 75% of the Soft Drinks are consumed at the Shops and the
remaining 25% of the Soft Drinks are consumed at Home.
Water treatment plantIntroduction :-
Water is the life blood of food processing industry. The water of a food plant
should preferably be soft, cold & free from impurities. Water is needed in the
processing plants for generating steam.
79 | P a g e
Water may be supplied to food industry from sources. The general
characteristics of water from different sources may very with rain fall the nature of
materials with which the water comes in contact and the time of year.
Water, the main constituent of the product of company should be pure,
clean, odourless, and tasteless in order to fulfill the forms laid down by the
company.
Most of the function of food processing plants call fpr water of a high
degree of purity. So, for degree of pure water, establishment of WTP in any food
industry in their necessary requirement.
Water Treatment Plant(R.O. Water process)
80 | P a g e
Source Water (2 boring bell)
Drain water if out of specificationTreated water storageChlorine 3-5ppm
ACF FiltrationChlorine carry over
Raw water storage tank
81 | P a g e
Chlorine 3-5ppm
PSF Filtration
Chlorine carry over
ACF Filtration
5 micron polishing filtration
Rejected salt of water in to drain
Lag ACF Filtration
micron filtration
UV filtration
Reverse Osmosis
Reverse osmosis:-
Reverse Osmosis is a latest technology to remove all excess total dissolved, solids
dangerous chemicals from water up to 95 %. It remove Bacteria and virus to leave
of 99%.It resorts the original tests and Quality of water other purification methods
have no effect on TDS level of water. The diameter of RO membrane is less than
0.0001 micron (which is 500,000times less than diameter of our hair)
Why should you have an RO system?
For purity - 100% trust as the Water is from your own system using the
most comprehensive technology and cost effective method of water purification.
No more risk of purchasing spurious bottled water.
For Taste - Taste is preferred for drinking and making beverages such as
coffee, tea, Soups, juices and drinks.
For Convenience - Convenience of bottled water within your own premises.
No more hassles of stocking and carrying of bottles. With your own Water
purification system running pure Water 24 hours a day. You can have as much as
pure water all you want, at the touch of the finger. Free tousle, fresh, clear & safe
drinking water.
82 | P a g e
10, 5, 1 micron filtration
CIP [10] Beverages Syrup room
Syrup preparation-
The process of syrup preparation is carried out in the following sequence :
After conducting CIP, the various ingredients of the raw syrup are mixed in raw
syrup tank in calculated amounts. The ingredients include mainly sugar and water
with traces of carbon and hyflow. The content are mixed in the tank about at 85ºC
for an hour. The temp. of 85 ºC increases solubility of sugar and also helps in
killing the pathogens.
After the sugar has been dissolved completely in water and the heat treatment is
over, the raw syrup is passed through the filter fitted with filter papers, already
treated with hyflow. The purpose of filtration is to removed the dissolved
impurities and the carbon and hyflow particles present in the solution.
After filtration, the raw syrup is passed through the two plate heat exchangers. In
the PHE water is used. This heat exchanger helps in bringing the temp. of syrup
from approx. 85-40 ºC. then the syrup passes through the second plate heat
exchanger where glycol is used and the temp. of the syrup is brought down to 20-
25 ºC.
From here, the raw syrup is transferred to the ready syrup tank, where the
concentrate is added in required proportion. From the ready syrup tank, the ready
syrup is transferred to the paramix, where further processing is done.
83 | P a g e
Syrup manufacturing process-
Weighing of sugar and dumping in toSugar dissolving tankAnd heating up to 80ºC
Sugar
Hyflow Hold sugar sol. At 85ºC for 20 min with agitation