93 LOVELY PROFESSIONAL UNIVERSITY DEPARTMENT OF MANAGEMENT IN DISTT. - SRI GANGANAGAR AND HANUMANGARAH (RAJASTHAN) SUBMITTED TO LOVELY PROFESSIONAL UNIVERSITY In partial fulfillment of the Requirements for the award of Degree of Master of Business Administration FACULTY GUIDE MR. VISHWAS CHAKARNARYAN SUBMITTED BY: AMULDEEP SINGH S1901A08
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LOVELY PROFESSIONAL UNIVERSITY
DEPARTMENT OF MANAGEMENT
IN
DISTT. - SRI GANGANAGAR AND HANUMANGARAH(RAJASTHAN)
SUBMITTED TO LOVELY PROFESSIONAL UNIVERSITY
In partial fulfillment of the
Requirements for the award of Degree of
Master of Business Administration
FACULTY GUIDE MR. VISHWAS CHAKARNARYAN
SUBMITTED BY:
AMULDEEP SINGH S1901A08
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DEPARTMENT OF MANAGEMENT LOVELY PROFESSIONAL UNIVERSITY
a) Pepsi in India 7.b) Pepsi in Rajasthan 8.c) Features of Pepsi Product 9.d) Hierarchy and Reporting System 11.e) Human Resource 12.f) Competitive Brand 12.
g) Achievements and Awards 13.
2) Purpose of the Study (14 – 15).
3) Literature Review (16 – 22).
4) Research Methodology (23 – 44).
a) Objectives of Research 24.b) Scope of the Study 24.c) Data Collection 25.
5) Data Analysis and Data Interpretation (45 – 87).
6) Findings and Recommendations (88 – 92).
a) Findings 89.b) Recommendation 90.c) Limitations of Study 91.d) Conclusion 92.
Bibliography (93 – 94).Annexure 95.
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ACKNOWLEDGEMENT
For fulfilling M.B.A. summer course training I had to work in an organization for which that opportunity was
given to me by Varun Beverages Ltd.
I express my profound gratitude to the Varun Beverages Ltd. Sri GangaNagar It’ s unit manager Mr.Parkesh
Chopra who has been very kind to allow me to undergo summer training in this esteemed organization
I convey my hearty thanks to Mr. Vipul Varma (TDM) and Mr. Pushpander Choudhary (Area Development
Co-ordinator) for giving me constant guidance, support and cooperation with discussions of various points from
time to time.
This acknowledgement will not be complete without special thanks to Mr. Ranjeet Tiwari (Marketing Executive)
and my university Faculty guide Mr. Vishwas Chakranayan who gave me guidance and courage during my
project.
Lastly I express my thanks to friends and my family members.
SRIGANGANAGAR (RAJASTHAN) AMULDEEP SINGH
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Executive Summary
I have completed my summer training in VARUN BEVERAGES LTD. SRIGANGANAGAR. My summer training topic
is Market Share Analysis of Pepsi in Sriganganagar(Rajasthan). The objective of the study is to find out market share of
Pepsi and Coke in Sriganganagar and Hanumangarah district and to find out customer perception about Pepsi and Coke.
Primary research is use for this study and a questionnaire also filled from 40 customers by me. The study covers 139
retailers from Sriganganagar City, Karanpur, Sadulshahar, Padampur and Hanumangarah junction in Rajasthan. The
study also explains the different brands of Pepsi and Coke. Mainly primary data is use for this study in the form of
questionnaire. After the completion of the study it is find out that in main market of Sriganagnagar the market share of
Pepsi is 62% and the market share of coke is 38% and in Jawhar Nagar the market share of Pepsi is 72% and the market
share of coke is 28% In Karanpur the market share of Pepsi is 79% and the market share of Coke is 21%. In Sadulshahar
the market share of Pepsi is 78% and the market share of Coke is 22%. In Padampur the market share of Pepsi is 74%
and the market share of Coke is 26%. In Hanumangarah Jn. The market share of Pepsi is 68% and the market share of
Coke is 32%.
It also find out that 73% average premier customers like Pepsi and 27% premier customers like coke and 69% non
premier customers like Pepsi and 31% non premier customers like coke.
The study also helps in to identify the key counters. In the end of the study the recommendations for Pepsi is that they
should reduce their advertisement cost so their products can be cheaper, home delivery of their products and 150 ml pack
should be launch.
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CHAPTER-1
INTRODUCTIONPepsi In IndiaPepsi In RajasthanFeatures Of Pepsi ProductHierarchy And Reporting SystemHuman ResourceCompetitive Brand Achievements And Awards
PEPSI IN INDIA
Pepsi is us Based MNC entered in Indian market in 1989 as PEPSI Foods India Ltd. After the liberalization policy on
India Govt. it entered in India with the corporate mission.
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The mission of PEPSI is to Increase the value of the share holders investment is through sales growth cost control &
wise investment of resources. The company thinks that the commercial success depends on quality & customer
orientation that include safe products, economically efficient & environmentally sound.
The started there operations in India by setting up its first bottling plant at Phillaur (Punjab) & first launch was made in
the markets of Ludhiana in the year 1990.
By entry in Indian market PEPSI had faced lot of debate endless questions & even fierce count battles in Bombay &
Calcutta high courts even in the supreme court that debate was on whether to allow Pepsi Co. in to the Indian market as
part of larger fruit & food product venture in partnership with Volta’s & Punjab agro Industries. Several claims were also
made by some of the top officials of Pepsi that it well helps India’s agriculture progress. This also generates employment
& economic opportunity in Punjab to a degree that well even solve the terrorist problem. Export prospects were so large
that helps to solving Indian foreign exchange problem & so on.
Because of this the country would earn nearly 200Cr. Foreign exchange over 10Yr When the new joint venture export
fruit juice & other food product New, today Pepsi foods in a fully company having a name Pepsi Co Indian Holding Ltd.
with its headquarters at Gurgaon. The total No. of bottling plants have increased up to 28 out of which 16 plants are on
franchise basis & the remaining 12 plants are owned by the company.
PEPSI IN RAJASTHAN
Pepsi started its functions & operations in Rajasthan in the Year of 1990 by appointing Jai drink in Jaipur. It’s
franchisee in the year 1992; the franchisee was Rajasthan Beverage Pvt. Ltd. It was a marketing company.
For Rajasthan market Pepsi Co. pays its full attention to cater the need & wants of the customer by starting “VARUN
BEVERAGE LTD.” In June 1995 this is the bottling plants of Pepsi the estimated project cost come out to be Rs. 50Cr.
Out of which, 20Cr. Is the cost of Land, Building & Plant & Rest 30Cr is the cost of marketing equipment’s eases
delivery van. empty bottles & laboratory etc.
PRODUCTION:
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The production capacity of this plant has 320 bottles per minute (300ml.) the average production is about to 10,000
cases per day ass after every 6 hours of continuous operation. Plant has to be shut down for 2 hours for the purpose of
sanitation.
FEATURES OF PEPSI PRODUCTS
Physical features according to their packing taste (flavour) and size which are available to the customers.
PRODUCT SIZE PACAKAGE FLAVOUR
PEPSI 200 ML GLASS BOTTLE COLA
300 ML GLASS BOTTLE
330 ML TIN PACK
500 ML PET BOTTLE
1000 ML PET BOTTLE
1500 ML PET BOTTLE
2000 ML PET BOTTLE
MIRANDA 200 ML GLASS BOTTLE ORANGE
300 ML GLASS BOTTLE
330 ML TIN PACK
500 ML PET BOTTLE
1000 ML PET BOTTLE
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1500 ML PET BOTTLE
2000 ML PET BOTTLE
MIRANDA 200 ML GLASS BOTTLE LEMON
300 ML GLASS BOTTLE
500 ML PET BOTTLE
1500 ML PET BOTTLE
2000 ML PET BOTTLE
7 UP 300 ML GLASS BOTTLE CLEAR LEMON
330 ML TIN PACK
500 ML PET BOTTLE
1000 ML PET BOTTLE
2000 ML PET BOTTLE
DEW 200 ML GLASS BOTTLE NEON
300 ML GLASS BOTTLE
330 ML TIN PACK
500 ML PET BOTTLE
1000 ML PET BOTTLE
2000 ML PET BOTTLE
SLICE 200 ML GLASS BOTTLE MANGO
250 ML TETRA PACK
600 ML PET BOTTLE
1200 ML PET BOTTLE
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HIERARCHY AND REPORTING SYSTEM
Before we really go into individual’s role and responsibilities we must be first clear about hierarchy and reporting system
which has been shown under by charts.
PSR PSR PSR PSR
CE CE CE
ADC ADC ADC
TDM TDM TDM
UM
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HUMAN RESOURCE
As nature of soft drink Industry is a seasonal Industry the No. of employees keeps on changing. The 80 permanent
employ staff in the company. During the peak season when the demand of drinks is high the No. of employees increases
up to a total of 400.
The division are made for Rajasthan market namely:
Total market of Rajasthan is divided in to 8 divisions namely Jaipur, Ajmer, Udaipur, Alwar, Kota, Sikar, Sri
Ganganagar, Jodhpur.
There are 220 distributors all over Rajasthan. Jaipur market is taken over by two C&F Agents and 5 distributors. Jaipur
is enjoying a major market share of 25% of the total Rajasthan Markets followed by Jodhpur division with 15%.
Pepsi India Bottle gets International Bottle of the Year Awards
First Indian Entrepreneur to get this Prestigious Awards:-
New Delhi, Feb 19,1998; Pepsi’s franchisee bottle in India , Mr. Ravi Jaipuria who owns M/S. Agra Beverages
Corporation associate companies Deviyani beverages (Noida) and Varun Beverages Ltd.(Alwar) received the
Donald M. Kendall Bottle of the year 1997 . This prestigious trophy was presented to Mr. Ravi jaipuria at a glitterig
award ceremony at PepsiCo’s continental year celebrations at Hawaii, USA recently. The award was presented by Mr.
Donald M.K Kendall, founder of Pepsi Co. Inc. in the presence of Mr. George Bush. {The president of USA}, Mr.
Roger, A. Enrico. Chairman of the Board & chief Executive Officer, President of Pepsi cola Company.
Mr. Ravi Jaipuria, (44) has been a Pepsi franchisee bottler for the seven years, Mr. Jaipuria’s franchisee are recorded
a very high growth in 1997 over the previous year and has also gained market leadership has three territories. The group‘
s 3 Plants at Noida, Agra, and Jaipur has consistently ranked among the top 5 plants in quality scores.
Mr. Jaipuria started the Pepsi bottling operations at Agra in 1991. Since then he has set up two bottling plants, one in
Noida (Devyani Beverages) in 1995.
And the second plant (Varun Beverage ) in 1996, catering to the Requirements of East Delhi , Western Up., State of
Haryana and Rajasthan and this is for the first time that an Indian bottler has won this prestigious trophy, which keenly
contested by all Pepsi bottlers worldwide.
CHAPTETR-2
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PURPOSE OF THE STUDY
PURPOSE OF THE STUDY
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Soft drink in India is growing very fast it has a very good growth prospects so that the soft drink companies targets the
home segments with attractive scheme and contests and discounts. This kind of service conducted by many of the soft
drinks companies for knowing there position in the market. That’s why the study of retailer survey in Sri
GangaNager and Hanumangarah is done.
CHAPTETR-3
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LITERATURE REVIEW
Literature Review
Feasibility Study to Identify the Opportunities for Selling Soft Drinks in Educational InstitutionsSubhasis Ray, Sanjukta Roy. IUP Journal of Marketing Management. Hyderabad: May 2009. Vol. 8, Iss. 2; pg.
38, 19 pgs
The soft drink industry is yet to find its niche market in India. Despite strong marketing efforts, the penetration level of
soft drinks industry in India is still below par, even when compared to its neighbouring countries, like Pakistan,
Thailand, Sri Lanka, let alone the US or the UK. The factors that are instrumental in making India a lucrative destination
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include an emerging economy with continuously increasing 1. gross domestic product, 2. annual disposable income, 3.
population and 4. literacy rate (ensuring more education, more job opportunity and more purchasing power). All these
factors offer a great prospect for any company to flourish. This paper explores the feasibility of selling soft drinks
through the channel of educational institutions by examining one of Kolkata's most densely populated areas. The paper
concludes that in India, there is a huge potential for this industry to flourish through the channel of educational
institutions.
Pepsi versus Coke: an unhealthy obsession?; They are global, but are they relevant?