1 INTRODUCTION Channel of distribution is the most powerful element among marketing mix elements. The main function of this element is to find out appropriate ways throughwhich goods are made available to the markets. It is a managerial function and hence proper decisions are to be taken in this matter before commercial production begins. This is so because the efficiency of its channel of distribution is often what separates a successful firm from an unsuccessful firm. Marketing channels are the most complicated phenomena encountered in the study of marketing. They encompass elaborate behavioral systems that usually involve many decision makers and often extend over a wide geographical area. One aspect of these systems is their constants interaction they lead, there follow, they control, they conflict, they co-operate. This might be the reason why Peter Ducker qualified this function of marketing as a ‘Dark Continent’. IN the past, this aspect had not received its due attention and recognition in marketing planning since the distribution was not usually under taken by the producers. Later on, the producers were facing certain ‘gaps’ in their distribution process resulting in an imbalance between production and sales. They also understood that many a product, which was intrinsically food, had dies in infancy because it literally never found the right road to the market. 1. Customers are usually scattered, where as production is concentrated in a few centers. This may be treated as spatial gap. Transportation is used to cover up this gap and includes all activities directly concerned with moving goods form the place of production to the place consumption. 2. Customers make their purchases at regular intervals, where as production has to be organized on continues process. This is a temporal gap. Inventory deals with these gaps. This includes activities concerned with holding goods between the time of production and the time of sale.
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1
INTRODUCTION
Channel of distribution is the most powerful element among marketing mix elements. The
main function of this element is to find out appropriate ways throughwhich goods are made
available to the markets. It is a managerial function and hence proper decisions are to be
taken in this matter before commercial production begins. This is so because the efficiency
of its channel of distribution is often what separates a successful firm from an unsuccessful
firm.
Marketing channels are the most complicated phenomena encountered in the study of
marketing. They encompass elaborate behavioral systems that usually involve many decision
makers and often extend over a wide geographical area. One aspect of these systems is their
constants interaction they lead, there follow, they control, they conflict, they co-operate.
This might be the reason why Peter Ducker qualified this function of marketing as a
‘Dark Continent’. IN the past, this aspect had not received its due attention and recognition
in marketing planning since the distribution was not usually under taken by the producers.
Later on, the producers were facing certain ‘gaps’ in their distribution process resulting in an
imbalance between production and sales. They also understood that many a product, which
was intrinsically food, had dies in infancy because it literally never found the right road to
the market.
1. Customers are usually scattered, where as production is concentrated in a few centers.
This may be treated as spatial gap. Transportation is used to cover up this gap and includes
all activities directly concerned with moving goods form the place of production to the place
consumption.
2. Customers make their purchases at regular intervals, where as production has to be
organized on continues process. This is a temporal gap. Inventory deals with these gaps.
This includes activities concerned with holding goods between the time of production and the
time of sale.
2
3. Manufacturers organize large-scale production to reap benefits of economies whereas
customers prefer to by only in small quantities. This would naturally create a gap to be
called perceptional gap. This gap is covered by promotional activities. The include giving of
percussive information and buyers re prompted at make quick repeal purchases.
4. Basically customers cannot have full information of producers and products available and
naturally this prevents free exchanges. This may be designated as transactional gap. This is
the most difficult gap to be filled up. This gap could be effectively covered only by proper
distribution arrangements.
The concept of distribution as a ‘gap’s only theoretical value. This approach fails to
explain planning and control aspects needed in ‘channel management’. For eample, for one
type of product a particular channel would be ideal, but for another type an alterative channel
may be more suitable. In both cases ‘gap’ is the same but different approaches are necessary.
Again the channel selection end control might vary depending upon the nature of business.
Moreover, external environments condition distribution activities as the market is outside the
business. Above all, it should be noted that channels chooses for the company’s.
Products intimately affect every other marketing decision and they involve the firm in
relatively long-term commitments to other firms. For a consumer-oriented firm every
channel represents as customers and his needs and desires must be catered in full. The gap
approach therefore, would be of no value if the above factories were considered.
3
DEFINITION:
Every producer seeks to link together a set of marketing intermediaries that fulfill the firm’s
objective. This set of marketing intermediaries is called the marketing channel. The
American marketing association defined the term as “the structure of introduced company
organization units and extra company agents and dealers. Whole wholesalers and retailer
through which a product or service is marketed”.
The definition includes two aspects:
1. The firm’s internal marketing organization units and the outside business units, which a
firm uses in its marketing work.
2. The channel structure of the individual firm and the firm entire channel complex available
to all firms.
The channel is also described as ‘a grouping of intermediaries from first owner to the last
owner, who take title to a product during the marketing processes.
The word”channel”has its origin in the French word used for channel. Thus a channel is a
medium through which goods are make to moves as smoothly as possibly to the desired
places. In other words, the route through which goods move from the place of production to
the place of consumption is termed as “channel of distribution”.
“As the application of motion to materials as they move from the times, places, forms and
conditions where they have value”.
- A.W.Shaw
4
The channel is therefore the vehicle for viewing marketing organization in its external
aspects and for bridging the physical and non-physical gaps, which exists in moving goods
from producers to consumers through the exchange process, including the determination of
price.
The process of distribution encompasses the movement of goods form the point of
production, or from storage locations, along the channel of distribution. The marketing
function includes three elements.
1. The transportation of goods physical movement of goods or traffic management.
2. The location of goods storage.
3. The institutions facilitating the easy movement of goods.
The first two elements are discussed in detail in a previous chapter. The present chapter
deals with the third elements.
CHANNEL OBJECTIVES
There is, however, a misconception that channels are permanent features of a company’s
marketing activity. But this does not seem to be correct. Along with the shifts in overall
strategy of firm corresponding changes in channels system may be necessary. In other
words, existing trade channels are not a constraint in the design of marketing strategy;, for
this reason, channel decisions are included as a part of strategy rather than as part of the;
marketing organization.
The channel objectives may be numerous depending upon the marketing and corporate
objectives. A few examples are mentioned below:
1. Growth in sales by establishing distribution in new markets.
2. Improvements/maintenance of market share.
3. Creation of an efficient channel system.
5
THE INDIAN SOFT DRINK INDUSTRY
The Indian soft drink industry has been growing at a healthy average of 12% per
annum. The industry sells millions of crates e very year giving sales revenue of cores the per
capita consumption of soft drink is certain to expand. Hence, the manufacturers are making
innovations in production & the distribution process as well as in advertising & creating new
kind of attractive packaging to accelerate their growth.
Soft drink market is very vast like an ocean as the demand is enormous, day to day
changes in tastes, fashions, trends etc, lead to tap the unexplored markets. However its’ a pity
that to have our own indigenous soft drink brand name of Indian origin through the length
and breadth of the country.
The entry of carbonated soft drink into the Indian soil is relatively new. The credit for
introducing branded soft drink goes to pure drinks private limited, Delhi. Later on this
company became the franchised bottler of coca-cola exports corporations. Accordingly in
1950, coca cola made its first debut of soft drink in India. After coca-cola, entered into the
market. But the company left India in 1961,as it could not get the expected business in the
market. The exit of coke, the undisputed leader in the soft drink market, this company too
was forced to leave India due to its non-competence with the & regulations of the
government I 1977,then coke became a boon to national manufacturers & all the players
started increasing their business among the many national player, like pure drinks emerged as
the leader in the Indian soft drink market. It is believed that by the end of parle captured
more than 75% of the national soft drink market.
In 1990, re-entered India& started making more not the market. All the same, it
grabbed a considerable market share parle. Besides this coke also re-entered India after 16
years of exile fearing that, it cannot cling to its market leadership, parle sold to coco-cola for
$40 million in November 1993. By buying over the local competition, the two American
giants have cleared up the arena & are packing all their power behind players see enormous
potentials in this country, where sprigging a carbonated beverage is still considered a treat
6
virtually a luxury. With their big plans multinationals have changed the face of this business,
which had long been dominated by small businessmen. If demand continuous to increase
annually at an average of 20%, their volumes could reach billion cores within 10 years. As
they conceal their strategies keeping on eye on each other all the time, ultimately they have
to watch out for who will determine their futures, the consumers, real race to quench his
thirst has just begun.
7
NEED FOR THE STUDY
Nowadays being a businessman, it is obvious one should have an eye on his
competitor. Coming to the study, there are only two market giants are here, which are PEPSI
AND COKE and it is very important to watch what other one is doing to react and respond.
While marketing, companies will follow many strategies to counter the competitor’s game
plan.
This way it would be viable by identifying target markets, manufacturing competing
products, building brands, brand image, and having a good asset management system,
2. PRODUCER ----- INDUSTRIAL DISTRIBUTOR -----. USER
3. PRODUCER----- AGENTS----------------------------- USER
4. PRODUCER----- AGENTS-------INDUSTRIAL DISTRIBUTORS----- USER
62
FACTORS AFFECTING THE CHOICE OF DISTRIBUTION CHANNELS
1. Market Consideration
a. This include the nature of market
b. The nature of potential customers
c. Geographical concentration of the ;market
d. Order and size
e. Customer buying and wealth
2. Product Consideration
a. Unit Sale value
b .Bulk and weight
c. Technical nature of the product
d. The broader the product line, the shorter shall be the channel
e. If the product is custom make.
3. Company Consideration
A. Financial sound companies
B. Desire for control of channel
4. Middlemen Consideration
a. Services
b. Maximum Sales volume
c. Choice of sales/channels
5. Consumer Consideration
a. Consumer4 requirements
b. Convenient location
63
SELECTION OF CHANNEL FOR NEW PRODUCT:
1. Consumer realizes they want it.
2. Aggressive promotion is needed.
3. All possible efforts will have to be made.
CHANGE IN CHANNELS OF DISTRIBUTION
1. The development of bett3er and cheaper means of transport.
2. The growing importance of branded
3. Controlling of facts and distribution
4. Development of retail trade.
5. The population growth and movement with in the country.
6. Conditions of business and market changes.
7. Remodel or change of the flow of goods.
64
DATA ANALYSIS & INTERPRETATION
Following are the data acquired from questionnaire by taking 100 samples:
Q.1 Which brand of soft drinks you deal in?
a. PepsiCo b. Coca-cola c. Both d. other
Table No :5.1
Brand Sample percentage
PepsiCo 40 40%
Coca-cola 24 24%
Both 31 31%
Other 5 5%
Source: sample survey
INTERPRETATION:
From the above data,we can clearly understand that 40% of retailers deal in PepsiCo
product’s, 24% of retailers deal in coke product’s, 31% of retailers deal in both pepsi and
coke product’s and 5% others product’s.by this analysis I conclude that pepsi co product’s
Deal by 40% of retailers in vizag.
65
Graph no:5.1
0
5
10
15
20
25
30
35
40
45
PepsiCo Coca-cola Both Other
brands of soft drinks
66
Q.2 Which brand of drinks provides you better facility?
a. PepsiCo b. Coca-cola c. Both
Table No:5.2
Brand Sample Percentage
PepsiCo 51 51%
Coca-cola 24 24%
Both 25 25%
Source: sample survey
INTERPRETATION:
From the above data, we can clearly understand that 51% retailers agreed that pepsi
provide the better facilities ,24% of retailers says coke and 25% retailers are says both
pepsi and coke . by this analysis i conclude that PepsiCo provides better facilities for
retailers in vizag.
67
Graph no:5.2
0
10
20
30
40
50
60
PepsiCo Coca-cola Both
provides better facility
provides better fecility
Sample
68
Q.3 How many crates of Pepsi you sell per day in summer?
a. 0-1 b. 1-2 c. 2-3 d. More than 3
Table No:5.3
Sales per day Sample percentage
0-1 12 12%
1-2 24 24%
2-3 26 26%
More than 3 38 38%
Source: sample survey
INTERPRETATION:
From above data, we can clearly understand that 12% of retailers sells 0-1 crates,
24% of retailers sells that 1-2 crates, 26% of retailers sells 2-3 crates , 38% of retailers sells
that sell more than 3 crates in one day.by this analysis I conclude that in summer 38% of
retailers sell more than 3 crates.
69
Graph no:5.3
0-1, 12%
1-2, 24%2-3, 26%
More than 3, 38%
0
5
10
15
20
25
30
35
40
0-1 1-2 2-3 More than 3
Sales per day
70
Q.4 Which kind of soft drink your customers prefer to drink?
a. Juice-based b. Cola-based c. Milk-based
Table No:5.4
Base Customer’s
preference
percentage
Juice-based 32 32%
Cola-based 54 54%
Milk-based 14 14%
Source: sample survey
INTERPRETATION :
From the above data, we can clearly understand that 54% customers like to prefer cola-
based drink and 32% of customers like to prefer juice-based drinks and 14% of customers
like to prefer milk- based drinks.by this analysis I conclude that 54% of customers in vizag
city prefer to drink cola-based drinks.
71
Graph no :5.4
0
10
20
30
40
50
60
Juice-based Cola-based Milk-based
Customer’s preference
Customer’s preference
72
Q5. Which type of customers like soft-drinks according to you?
a) Student b) Business
c) middle age group d) womens
Table No: 5.5
Type of customer Sample Percentage
Student 52 52%
Business people 18 18%
Middle age group 22 22%
Women 8 8% Source: sample survey
INTERPRETATION :
From the above data,we can clearly understand that they are different type of customers like
soft drinks in that 52% students like soft drinks , 18% business people like soft drinks,22%
middle age group like soft drinks and 8% housewifes like soft drinksby this analysis I
conclude that out of all types of customers 52% students like soft drink in vizag city .
73
Graph no:5. 5
TYPE OF CUSTOMER
0
10
20
30
40
50
60
Student Business people Middle age group Women
74
Q6. Which kind of drink you prefer to have?
a) Packaged
b) Unpackaged
Table no :5.6
Drink Customer’s
preference
percentage
Packaged 85 85%
Unpackaged 15 15%
Source: sample survey
INTERPRETATION :
From the above data,we can clearly understand that 85% of customers prefer to have
packaged drinks and 15% of customers prefers to have unpackaged drinks.by this analysis I
Conclude that 85% of customers prefer to have packaged drinks in vizag city.
75
Graph no:5.6
0
10
20
30
40
50
60
70
80
90
Packaged Unpackaged
Customer’s preference
Customer’s preference
76
Q.7 Was the outlet maintaining the glow sign board, hanger and flexi board effectively?
a. YES b. NO
table no:5.7
Boards Sample percentage
YES 75 75%
NO 25 25%
Source: sample survey
INTERPRETATION:
From the above data,we can clearly understand that75% of retailers are outlets
maintaining glow sign board, hanger and flexi board and 25% of retailers not maintaining
glow sign board, hanger and flexi board.by this analysis I conclude that most of the retailers
i.e 75% are maintaining glow sign board, hanger and flexi board in vizag.
77
Graph no:5.7
0
10
20
30
40
50
60
70
80
YES NO
The Outlet Maintaining The Glow Sign Board, Hanger
And Flexi Board
78
Q.8 Do you require service by Drink Company as follows
a. Daily b. Alternate Day c. Weekly 2 times
table no: 5.8
S.No. Name of the Area Daily Alternative Day
Weekly Twice
1. Maddilapalem Nil 84 16
2. Jagadamba 2 8 60
3. RTC Complex, Ramnagar Nil 55 15
4. Gajuwaka 1 16 43
percentage 1% 55% 44%
Source: sample survey
INTERPRETATION:
From the above data,we can understand that require service by drink company as follows
daily,alternative day,weekly twice, 1% of retailers needs daily service, 55% of retailers
needs alternative days and 44% of retailers needs weekly twice Service. By this analysis I
conclude that 55% of retailers needs alternative day service in vizag city.
79
Graph No.5. 8
REQUIRE SERVICE BY DRINK COMPANY
0
10
20
30
40
50
60
70
80
90
Maddilapalem Jagadamba RTC Complex,
Ramnagar
Gajuwaka
Daily
Alternative Day
Weekly Twice
80
Q.9 Are you satisfied with Pepsi service?
a.Good b.Satisfactory c.Bad
Table No. 5.9
S.No. PARTICULARS Pepsi percentage
1. Bad 15 15%
2. Satisfactory 60 60%
3. Good 25 25%
Source: sample survey
INTERPRETATION:
From the above data,we can clearly understand the retailers satisfactions about the pepsi
service is 15% of retailers says bad,60% of retailers says satisfactory,25% of retailers says
good.by this analysis I conclude that 60% of retailers says satisfactory about pepsi co service
in vizag city.
81
Graph No. 5.9
0
10
20
30
40
50
60
70
Bad Satisfactory Good
satisfied with Pepsi service
Pepsi
82
Q.10 which Consumer promotions offered which company is best?
A.Pepsi b.Coke
Table no: 5.10
S.No. Pepsi Coke
1. 72 38
Source: sample survey
INTERPRETATION:
From the above data ,we can clearly understand that 72% of consumers like pepsi co
promotions and 38% of consumers like coke promotions.by this analysis I can conclude that
pepsi co offers better consumer promotionsmore than coke consumer promotions.
83
Graph no: 5.10
0
10
20
30
40
50
60
70
80
Pepsi Coke
Consumer promotions
84
Q.11 Do you feel TV advertisements by drink companies help in more sale of Drinks
a. Yes b.No
SALES GROWTH RATE DUE TO TV & OTHER MEDIA’S
Table No. 5.11
Tv
advertisements
Sample percentage
YES 65 65%
NO 35 35%
Source: sample survey
INTERPRETATION:
From the above data,we can clearly understand that tv advertisements by drink companies
help in more sale of drinks, 65% of retailers says yes and 35% of retailers says no for tv
advertisements by drink companies help in more sale of drinks.by this analysis I conclude
that 65% of retailers says yes for tv advertisements by drink companies help in more sale of
drinks in vizag city.
85
Graph No. 5.11
SALES GROWTH RATE DUE TO TV & OTHER
0
10
20
30
40
50
60
Student Business people
86
Q.12 If less sale in your shop – reasons?
a. 200ml Bottle Cost 10 to 12 increase
b. 300ml bottle Cost 12 to 14 increase
c. Summer heat less than 2012
d. Other Beverages Sale
Table No. 5.12
S.No. Name of the Area No. of % age percentage
1. 200ml bottle 10 to 12 increase 33 33%
2. 300ml bottle 12 to 14 increase 22 22%
3. Summer heat less than 2013 10 10%
4. Other beverge sales 35 35%
Source: sample survey
INTERPRETATION:
From the above data ,we can clearly understand that reasons for less sales of drinks 33% of
retailers says 200ml bottle 10 to 12 increase,22% of retailers says 300ml bottle 12to 14
increase ,10% of retailers says summer heat less than in 2012,35% of retailers says other
beverges sales.by this analysis I can conclude that increase in other beverage sales in 2012.
87
Graph No. 5.12
LESS SALE IN YOUR SHOP
0
5
10
15
20
25
30
35
40
200ml bottle 10 to
12 increase300ml bottle 12 to
14 increaseSummer heat less
than 2012Other beverge
sales
88
Q.13 Condition of Pepsi Visi cooler ?
a. Full of Pepsi Drinks
b. Full of Pepsi + Coke Drinks
c. Pepsi Drinks + other packs
CONDITION OF PEPSI VISI COOLER
Table No.5.13
S.No. Name of the Area percentage
1. Full of Pepsi Drinks 69 69%
2. Pepsi + Coke Drinks 25 25%
3. Pepsi + Other Drinks 6 6%
Source: sample survey
INTERPRETATION:
From the above data,we can clearly understand that the retailers satisfies the condition of
pepsi visi cooler, 69% of retailers accept the condition of full of pepsi drinks,25% of
retailers accept the condition of pepsi+coke drinks,6% of retailers accept the condition of
pepsi+ other drinks.by this analysis I conclude that most of the retailers accept the full of
pepsi drinks condition in visi coolers in vizag city.
89
Graph No. 5.13
0
10
20
30
40
50
60
70
80
Full of Pepsi Drinks Pepsi + Coke Drinks Pepsi + Other Drinks
CONDITION OF PEPSI VISI COOLER
90
Q.14 Why do you keep other products in Pepsi cooler?
a. Electricity Bill
b. No own cooler
REASONS FOR KEEPING OTHER PRODUCTS
Table No. 5.14
S.No. Name of the Area percentage
1. Electricity Bill 85 85%
2. No own cooler 15 15%
Source: sample survey
INTERPRETATION:
From the The above data ,we can clearly understand that 85% of retailers keeping other
products in Pepsi cooler due to electricity bill and 15% of retailers keeping other products
in Pepsi cooler due to no own cooler.by this analysis I conclude that most of retailers are
keeping other products in pepsi cooler due to electricity bill in vizag city.
91
Graph No. 5.14
0
10
20
30
40
50
60
70
80
90
Electricity Bill No own cooler
REASONS FOR KEEPING
OTHER PRODUCTS
92
Q.15 What is the percentage contribution of soft drink business in your
total shop business?
a. 50% b.35% c.25% d.15%
Table No. 5.15
S.No. % CONTRIBUTION No.of percentage
1. 50% 18 18%
2. 35% 26 26%
3. 25% 25 25%
4. 15% 31 31%
Source: sample survey
INTERPRETATION:
from the the above data,we can clearly understand that 50% of retailers says that our
contribution is 18% in total business,35% of retailers says that our contribution is 26% in
total business, 25% of retailers says that our of contribution is 25% in total business and
15% of retailers says that our of contribution is 31% in total business.by this analysis I
conclude that 15% of retailers says that our of contribution is 31% in total business in vizag
city.
93
Graph No. 5.15
0
5
10
15
20
25
30
35
50% 35% 25% 15%
AVERAGE % CONTRIBUTION OF SOFT DRINK
BUSINESS
94
Q.16 How do you buy soft drinks?
A.Cash b.Credit
MODE OF PURCHASES FOR SOFT DRINKS
Table No. 5.16
S.No. MODE OF PURCHASES percentage
1. CASH 100 100%
2. CREDIT - 0%
Source: sample survey
INTERPRETATION:
From The above data,we can clearly understand that shows Outlet people are purchasing Soft
Drinks on Cash payment mostly. Since soft drinks are becoming necessarily in these days
and also variable at a small price of 10/- or 12/- much of the sales of these are done on cash
basis generally.by this analysis I conclude that mode of purchase for soft drinks is 100% of
cash in vizag.
95
Graph No. 5.16
0
20
40
60
80
100
120
CASH CREDIT
MODE OF PURCHASES FOR SOFT DRINKS
96
FINDINGS
Even though Pepsi and Coke have soft drink brands only 4 an in top consumption.
Pepsi is not concentrating on regional advertising promotion.
Most retailer wants delivery service in alternative days.
Retailers satisfied with services of pepsi companies.
In trade schemes Pepsi has to be improve it’s schemes.
Pepsi is doing well in consumer promotions.
It is obvious that T.V. and other media helps in sales grow.
Pesticide issue in the main reason to less sales.
Out of the 100 shops only 69 shops have Pepsi vicis.
Because pepsi has given one Visi’s to one shop for promotion. But shopkeepers are
using it for Cock and Pepsi.
Soft drink business is playing a major role in whole shop business.
Soft drinks are consuming by all age group people. Not by specifically one group.
Shopkeepers are move interested in credit purchases but firms are not giving that
facility.
Soft drinks consumed up to 88% at shop it self.
97
SUGGESTIONS
In my entire study I found some advantages and disadvantages, and threats and
opportunities. I would like to gives some suggestions on those particulars area where Pepsi is
lagging behind
Pepsi have to introduce new flavors with new brand names.
Pepsi have to replace the old glass bottles with new tetra packs.
Pepsi have to revise it’s pricing policy on 300 ml bottles because increase of 300 ml
bottles price from Rs 10/- to Rs 12/- is also a major reason for less sales
Pepsi have to provide credit facility to retail shop owners. Then there is a chance for
increase in sales.
Pepsi have to concentrate on regional promotional and advertisement activities Pepsi have to make aware the consumers that it doesn’t contains any pesticides.
Because it is the major reason in decline of sales
Pepsi have to provide more coolers to shopkeepers Pepsi’s consumer promotion is good but it has to concentrate on Trade Promotion.
98
SUMMARY
From the entire study of analysis it is found that Pepsi and Coke are the big players
in the soft drink industries. Pepsi and coke captured 61% and 39% market share respectively.
Both companies are good in trade promotions but in consumer promotions Pepsi is the best
one. Pepsi have 8 different flavors where as coke has 9 flavors. From these flavors each one
have two top flavors 7 up and orange Miranda for Pepsi, Thumsup and sprite for coke
The major reason for fewer sales is pesticide issue due to that sales have fall down
drastically. Shopkeepers are satisfied with both company services. They are looking for
credit facility, whoever will provide this facility they get edge in sales. Coming to coolers out
100 shops Pepsi having only 69own coolers where as coke has 31 coolers
Television adds and media will help cent percentage in increase in sales. All people in
respective of age consume mostly soft drinks. Consumption is very high at shops; consumers
are coming to the outlets and consuming the soft drinks up to 88% at outlets itself. Soft
drinks businesses is playing the major role its contribution in total shop business is up to 40%
99
CONCLUSION
Even pepsi has more market share, coke have it’s own advantages. pepsi is spending
too much amount on sales promotion activities in local and regional areas in this way it is
giving to shopkeepers at very low price. But the shopkeepers are using the coolers for both
companies’ drinks so for pepsi expenses are very high
Pepsi is not concentrating on regional promotions and advertising activities it is
concentrating on national wide advertisement. So consumers are very well aware of product
by media and in entire India Pepsi is the market leader for it’s unique promotional activities
and advertising campaign. Even though locally coke is not doing well but for rest of India is
market leader.
100
BIBLIOGRAPHY
1. Marketing Management -- Philip Kotlar
Published by Prentice hall of
India Pvt. Ltd.
2. Industrial Marketing -- Richard M. Hill,
Ralph S. Alexander
And James S.Cross
A.I.T.B.S Publishers
3. Business Policy -- P.K Ghosh,
Sultan Chand & co. Publishers
4. Information collected from the Management of Pearl Bottling Pvt. Ltd.
Magazines referred:
India Today
Business World
Websites referred:
HTTP://WWW.PEPSICO.COM
HTTP://WWW.GOOGLE.CO.IN
HTTP://WWW.WIKIPEDIA.ORG
101
QUESTIONNAIRE
I had prepared questionnaire for Retailers during the survey.
Questionnaire for retailers:
Name of shop/outlet
Address/Location
Type of outlet
Q.1 Which brand of soft drinks you deal in?
a. PepsiCo b. Coca-cola c. Both d. other
Q.2 Which brand of cola provides you better facility?
a. PepsiCo b. Coca-cola c. Both
Q.3 How many crates of Pepsi and Coca-cola you sell per day?
a) 0-1 b) 1-2 c) 2-3 d) More than 3
Q.4 Which kind of soft drink your retailers prefer to drink?
a. Juice-based b. Cola-based c. Milk-based
Q.5 Which type of retailers like soft-drinks according to you?
a) Student b) Business people c) middle age group d) womens
Q6. Which kind of drink you prefer to have?
a) Packaged
b) Unpackaged
Q.7 Was the outlet maintaining the glow sign board, hanger and flexi board effectively?
a. YES b. NO
Q.8 Do you require service by Drink Company as follows
a. Daily b. Alternate Day c. Weekly 2 times
Q.9 Are you satisfied with Pepsi service?
a. Good b.Satisfactory c.Bad
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Q.10 which Consumer promotions offered which company is best?
A.Pepsi b.Coke
Q.11 Do you feel TV advertisements by drink companies help in more sale of Drinks
a.Yes b.No
Q.12 If less sale in your shop – reasons?
a. 200ml Bottle Cost 10 to 12 increase
b. 300ml bottle Cost 12 to 14 increase
c. Summer heat less than 2012
d. Other Beverages Sale
Q.13 Condition of Pepsi Visi cooler ?
a. Full of Pepsi Drinks
b. Full of Pepsi + Coke Drinks
c. Pepsi Drinks + other packs
Q.14 Why do you keep other products in Pepsi cooler?
a. Electricity Bill
b. No own cooler
Q.15 What is the percentage contribution of soft drink business in your total shop business?