Sales and Distribution

SUBMITTED IN PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE

AWARD OF MBA DEGREE FROM :-

DOABA BUSINESS SCHOOL,KHARAR,CHANDIGARH

Submitted to :- Submitted BY :- MS. AMANJOT KAUR CHANDRANAND KUMAR R0LL.NO-90262233361

1

2009-2011

MBA(Marketing)

PREFACE

The present era is an era of “Brand Marketing” The business of brand marketing can be compared to the game of chess. In the area of marketing brand name, packaging, distribution and advertising plays similar role as that of pawn on the board of chess.

To achieve the purpose I have done my summer project training from Lumbini Beverages Pvt . Ltd. Hajipur, Unit the topic given me is “A brief study on sales and distribution for soft drink special reference’s to pepsi cola in patna region “ Knowledge attains maturity and perfection through application in practical field. Application of Management Principles in all branches whether product, personnel, finance, marketing etc. results are more efficient and effective utilization of available resources.

This report has been compiled firstly in partial fulfillment of the requirement for MBA, secondary to share the practical knowledge and experience gained as result of continued association with company’s marketing branch. The details mentioned in this report are based on real situations.

Since the reader would like to know the general detail of two cola giants, therefore a chapter includes a discussion on theoretical aspects of comparative study and its application for the industry in marketing is also include. Further to help the reader in understanding the findings, graphical representation, conclusions and suggestions are also includes, which very much helps Lumbini Beverages Pvt. Ltd., Hajipur to know where he stands in the soft drinks market. What is the market share of Pepsi and what Pepsi is doing against Coca-Cola. I frequently hope that this project report would be considerable help to the management for developing strategies in those areas.

The Objective of Summer Training was-

Applicability of theoretical knowledge in practical situation.

Proper understanding of business environment and its complexities

To tackle various problems.

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A C K N O W L E D G E M E N T

This project report is a sincere attempt to carefully and systematically gather fact’s about

and evaluate the sales and distribution of Pepsi and Coca-cola of M/s Lumbini Beverages Pvt.

Ltd.,Hajipur as a part of the course curriculum of MBA Degree,From DOABA BUSINESS

SCHOOL,KHARAR,CHANDIGARH.Which is based on Eight weeks duration.For the

completion of my project report many person directly or indirectly assisted me.

At first,I would like to express my sincere thanks and deep gratitude to my esteemed guide

Faculty member:Mr.AMANJOT KAUR for his kind initiative, guidance and valuable

suggestion without which the completion of this would not have been possible.

I also express my per found sense of gratitude to Mr. Vinay Kumar, TDM

Patna of M/s Lumbini Beverages Pvt.Ltd.,Hajipur, who provide me an

opportunity to work and also guide me at every time to work and also guide me

at every step of my project. His proper direction and constant inspiration

provide to be an asset for this project.

I would like to thank Mr. HARISH KUMAR SINGH,CE (Pepsi Depot)

Kumharar, Patna for this kind Co-operation to compile my project.

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I am also grateful to Mr.N.K.Prasad,HRD Executive,(Pepsi) Lumbini

Beverages Pvt. Ltd, Hajipur, for providing me excellent opportunity to learn

and conduct research in their esteemed organition. Words are too little to

express my gratitude to them.

Since the reader would like to know the general details of two cola

giants, therefore, this chapter includes a discussion of theoretical aspects and

its application is included. Further to help the reader to understand the

findings with graphical representations, conclusions and suggestions are also

included, which is very much helpful to know that where Lumbini Beverages

Pvt.Ltd, stands in the soft-drink market.What is the market share of Pepsi and

how Pepsi is doing against Coca-Cola.

I hope this report will be special interest to the marketing students, who are on

look for such real life situations beyond their classroom studies .

Last but not least, me thanks to God and a great debt of gratitude to my

parents and my friends, who provided m a strong support for succeeding in my

object.

CHANDRANAND KUMAR

MBA(Marketing)

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DECLARATION

I Chandranand Kumar, do hereby declare that the summer internship

project report submitted by me for the partial fulfillment of requirement for

the MBA

(MASTER OF BUSINESS ADMINSTRATION) from

Doaba Business School.

This has not been submitted to any other university/ institution for the

reward of any degree/ diploma certificate.

CHANDRANAND KUMAR

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CERTIFICATE BY THE GUIDE

This is to certify that the project titled, “SALES AND DISTRIBUTION” submitted by

chandranand kumar, Roll No. MBA,90262233361 for the partial fulfillment of the

requirements of master of business administration In Marketing. This project embodies the

work done by him during second semester of his course under the supervision of MS.

AMANJOT KAUR.

It is further certified that I have not submitted this report to any other organization for any

other degree.

Forwarded By:- Guide:-

Dr.Meenu Jaitely Ms.Amanjot kaur

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TABLE OF CONTENTS

Contents Page no.

preface 2

Acknowledgement 3-4

Declaration 5

Certificate provided by the company ...

Certificate by the guide 6

Chapter 1 Introduction of research 8-11

Introduction of research topic

Reason for selecting topic

Importance of the research

Research objective

Research scope

Chapter 2 Soft drinks industry profile 12-21Soft drinks industry in India

Mission & Vision and History of pepsi

Pepsi the Indian experience

Characteristics of soft drinks

Chapter 3 Organization and Product profile 22-29

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History of L.B.P.L

Profile of L.B.P.L& organisational hierarchy

Swot analysis

Product profile

Chapter 4 Marketing activities 30-40

Market segment

Promotional activities

Merchandising policy

Advertising strategy of company

Year wise advertisement

Distribution channel of L.B.P.L

Chapter 5 Market survey 41-44

Research methodology

Limitation of the research

Chapter 6 Pepsi review 45-48

Chapter 7 Data analysis 49-65Price Sheets of the Products

Facilities provided by company

Data analysis and interpretation

Chapter 8 Finding, suggestion & conclusion 66-70

Chapter 9 Bibliography 71-72

Annexture :-glossary of the term & Questionnaire 73-77

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CHAPTER-1

INTRODUCTION OF THE TOPIC:-

INTRODUCTION

REASON FOR SELECTING THIS TOPIC

IMPORTANCE OF THE REASERCH

RESEARCH OBJECTIVES

RESEARCH SCOPE

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INTRODUCTION

Beverage industry is one of the fast growing industries in India. It can be divided into two sections i.e.

carbonated and Non-carbonated.The carbonated drinks that can be further classified into Cola, Lemon

Orange, Mango and Apple segments.

Marketing includes all the activities like promotion, distribution, advertising etc., to fulfill the all segment of consumers. Marketing is also to convert social needs into profitable Opportunities.So this topic provides all the essentials to theoretical knowledge with practical Knowledge and to inculcate the efficiency. It is also requirement for the company to improve their service and product quality for achieving their ultimate goal.

REASON FOR SELECTING THIS TOPIC

The topic has been already given by the company to collect information about current happening in the

market. It also helps to makes improvements in service and quality of the product, for their long time

existence in the market and getting profit.

Simultaneously, it is also helpful for me to learn the consumer behavior and observe their attitude

towards demand of particular products practically.

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IMPORTANCE OF THE REASEARCH

The training in the organization is very important for a student who is undergoing with

such Course. This course is not the answers for all the problems, which arises in the

practical field. There is no certain formula for any particular problem, but the aim of this

study is to develop the ability of decision- making. Right decisions at right time itself help

the organization to run smoothly.

The training in an organization gives an idea how decisions are taken when any

problem comes to an executive. So the way of problem solving, right decisions making and

knowledge of different type marketing activities give much importance to the study.

Simultaneously, it is also beneficial for the company to make certain change in

quality /service/price of the product according to consumer demands.For long running a

business organization such types of improvements in needed time to time.

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RESEARCH OBJECTIVES

The following were the main objectives of the research:-

1. To know about the peak season of soft drink.

2. To know about type of outlet.

3. To know about the behavior of staff visit.

4. To know about the visi cooler provided by pepsico.

5. To know about satisfactory level of retailer from pepsico distributor.

RESEARCH SCOPE

The main scope of this research is ascertaining the various methods to increase the sales volume and

distribution activity of the concern. The methods include regular measures to make the brand position in

the market and taking measures to confirm the brand in position.One of the most important aspects of

this study is also to increase the market segment for the products.

Many more scope of this topic may be as follows:

1. Evaluating awareness about Pepsi Company.

2. Comparison of Pepsi product to competitors.

3. Identification of market potential.

4. Evaluating customers need with company product.

5. Collecting suggestion for product improvement etc.

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CHAPTER-2

-:SOFT DRINKS INDUSTRIES PROFILE:-

SOFT DRINKS INDUSTRIES IN INDIA

MISSION & VISION

HISTORY OF PEPSI

PEPSI-THE INDIAN EXPERIENCE

CHARACTERISTICS OF SOFT DRINKS

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SOFT DRINKS INDUSTRIES IN INDIA

A soft drinks is a non-alcoholic beverages. It is artificially flavoured and contains no fruit juice or

pulp. India with population of more than 100 crore is one of the largest consumer markets in the world

after China. Soft drinks is a typical consumer product purchased by individuals to quench thirst and

secondly for refreshment.

Searching for the point of origin of Indian soft drinks I first document on Gold Spot, which was

the first brand soft drinks in India? It was introduced by PARLE during later part of 40’s. Cola giant,

Coca-Cola was the first foreign soft drink to be introduced in India in 1965, Coca Cola made a very good

beginning and dominated the whole scheme right from the world go. It (Coca-Cola) faced no competition

at that time.

This extraordinary success of soft drinks can be attributed to the following

factors:

(a) Absence of contemporary competitive brand.

(b) Euphoric image build up in the Western countries preceded the entry into India Market

(c) Indians are very found by nature of foreign goods, services etc.due to prolonged foreign

rules.

PARLE EXPORTS PVT. LTD.Later in 1970 introduced Limca, Lemony Soft drinks.Before Limca

introduced they had tentatively introduced Cola, Pepino, which they had to withdraw in the face of

battering confrontation with Coca-Cola soon.

Three of four groups of Indian companies, which had the required production capacity started

their own brands of Cola. Lemon, Orange, but failed to achieve their goal on a national basis.

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India always has love and hate relationship with MNC’s which gave a significant opportunities to soft

drink industries in India when Coca-Cola decided to windup its operations in 1977 rather than bowing to

the Indian government insisting on:-

(a) Dilution of equity, as the government felt that lots of foreign currency was being wasted.

(b) Manufacturing of the top-secret concentrate in India.

(c) Disclose of the chemical composition of the essence.

This left a large vacuum in the popular soft drink market, and a vista was opened to any company

with the requisite, technical, marketing and organizational skills.

The existence of Coca-Cola from India in 1977 accelerated the growth of several Indian soft

drinks.New soft drink in the form of Tetra pack enters the market among Frooti, Jump-In, and Tree-top

Ire the prominent once.Till 1977 their equipped bottling plants and the distribution network a longing to

be of no use. It took them one year to develop new formula to survive and gradually came up with

Campa,Lemon, Orange and Cola that order.

However Parle, the pioneer in the soft drinks, blazed its way to national prominence with their

product “Thumps-Up”,bearing the slogan “Happy Days Are Here Again”.This particular slogan helped

to win over the loyalists or addicts to Coca-Cola.Soon the Indian Soft drinks industries started at a

phenomenal rate, and all Parle products Gold-Spot, Limca and Thumps-Up became the brand leader in

their own segment.

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In spite of all these the drinks market still has large gap,as claim by soft drink manufacturers.To

fill these gaps there are many soft drinks concentrate and squashes flooded the market.The Indian soft

market basically offered three flavors i.e. Orange, Lemon, and Cola.

The year 1988 was the coming of the multinational company, PEPSI entering the Indian market

eleven years after the existence of Coca-Cola.It had name, fame and edge of being one of the best in the

game and it also offered stiff competition to Parle and Coke.Now Pepsi is going all out to prove that they

are the best.

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Mission and Vision

At PepsiCo, we believe being a responsible corporate citizen is not only the rightthing to do, but the right thing to do for our business.

MissionOur mission is to be the world's premier consumer Products Company focused onconvenient foods and beverages. We seek to produce financial rewards to investorsas we provide opportunities for growth and enrichment to our employees, ourbusiness partners and the communities in which we operate. And ineverything we do, we strive for honesty, fairness and integrity.

Vision"PepsiCo's responsibility is to continually improve all aspects of the world in whichwe operate - environment, social, economic - creating a better tomorrow thantoday."Our vision is put into action through programs and a focus on environmentalstewardship, activities to benefit society, and a commitment to build shareholdervalue by making PepsiCo a truly sustainable company.

Performance with PurposeAt PepsiCo, we're committed to achieving business and financial success whileleaving a positive imprint on society - delivering what we call Performance withPurpose.Our approach to superior financial performance is straightforward - driveshareholder value. By addressing social and environmental issues, we also deliveron our purpose agenda, which consists of human, environmental, and talentsustainability.

PepsiCo’s quality policy“Make sale and deliver the beverage to the consumer as it was designed, in order todeliver preference”. PepsiCo believes their success depend upon the quality andvalue of their product by providing a safe, whole some, economically efficiency anda healthy environment for their customer. And by providing a fair returns to theirinvestors while maintaining the stander of integrity.

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Our CommitmentOur values reflect our aspirations - the kind of company we want PepsiCo to be.We express our values in the form of a commitment. Our commitment is :Sustained Growth is fundamental to motivating and measuring our success. Ourquest for sustained growth stimulates innovation, places a value on results, andhelps us understand whether today's actions will contribute to our future. It isabout growth of people and company performance. It prioritizes making adifference and getting things done.Empowered People means we have the freedom to act and think in ways thatwe feel will get the job done, while being consistent with the processes thatensure proper governance and being mindful of the rest of the company'sneeds.Responsibility and Trust form the foundation for healthy growth. It's aboutearning the confidence that other people place in us as individuals and as acompany. Our responsibility means we take personal and corporate ownershipfor all we do, to be good stewards of the resources entrusted to us. We buildtrust between ourselves and others by walking the talk and being committed tosucceeding together.

BOARD OF DIRECTORS

Shona L.brown, Senior vice president, Business Operations ofGoogl Inc.

Ian M.cook, President and C.E.O. Colgate Palmolive

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HISTORY OF PEPSI

Pepsi-Cola Company founded by CALEB D. BRADHAM in 1890 at North Carolina in USA.Its

CEO is ROGER ENRICO and in India Pepsi Co.holding its chairman Mr. RAJIV BAKSHI. The head

quarter of Pepsi-Co. in India is at Gurgaon.Prestly it is operated in 196 countries.

Pharmacist CALEB invented it to cure the disease “DISPARSIA”. It is from this word that was

related to Pepsi.Soon it entered the American market as soft drink which at that time was mostly

dominated by Coca-Cola,but soon Pepsi was able to dominate the Cola market and thereafter it has been

no looking back.Pepsi and Coca-Cola are engaged in ferocious cold war that has taken the whole world by

storm

.

Pepsi stands 51st position among the fortunate 500 companies of the world. Its total capital is

approx $3000 crore and total sales annually is worth $37 crore, half of which comes from beverages and

other half from the Sack foods division.The beverages arm of the Pepsi co. is Pepsi-Cola Company and

the snack-food company is called Frinto-Lay-Inc.The year 1998 is the centennial year of Pepsi.Its total

profit in the year 1996-1997 was worth Rs. 45 crore approx.The total number of employees engaged in

this business is 4.25 lakhs globally.

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PEPSI-THE INDIAN EXPERIENCE

Previously there were two ad tags “Yehi Hai Right Choice Baby” & “Nothing Official About It”, which

immediately ring a bell-it’s to be a Pepsi.But today this ad. tag has been changed and now it’s “Yeh Dil

Mange More”.

Pepsi in a short span of its operations in India has found a place in hearts and minds of the Indian

consumers.The success has primarily been due to the innovate and passionate Indian team which has been

built over the years.Pepsi is a trendsetter managed and run by Indians, where important decisions are

taken locally.

Pepsi started its operation in India in 1988 in Kanpur and since Pepsi Co. has set up a fully

integrated operation India viz.Manufacturing, Research and Development, Marketing distribution and

franchising – Covering fruit/Vegetable processing, export, snack foods and beverages.In 1993 Pepsi

Co.set up a hold company to further accelerate growth through new initiatives and joint ventures.Pepsi

Co.is fully committed to India and the national objective of development of technology and accelerating

exports and employment.It has invested 500 crore in India to develop the local market Pepsi has

distributed exclusive franchises in India to bottle its total product.There are 34 bottling plants of Pepsi in

India.Pepsi directly controls some and rests are under various franchises.

Some special features in Indian scenario:

1. BEVERAGES:-

Pepsi has set up a concentrate plant in 1989 at Channo, District Sangrur, Punjab, With an investment of

55 million the state of the art Plant houses a world class laboratory where soft drinks from all over the

world are tested. This concentrate plant supplies Pepsi. 7-Up Teem, Mirinda, Orange, Apple & Lemon

flavors to all the Pepsi bottling plant in South Asia

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Pepsi has 34 Bottling plant in India, out of which 8 are company owned and 26 are owned by Indian

franchisee, Pepsi Co.has invested heavily on up graduation of these bottling plants and has put 5 green

field project in backward areas such as Jaipur and Bazapur in U.P.Bharuch in Gujarat, Sonapur in West

Bengal and Naclamangala in Karanataka. New Project is coming up in Maharashtra and Tamilnadu.

In addition to the Companies Own Bottling Operation (COMBO), Pepsi has 26 Franchisee owned

Bottling units in India.These franchisee manufacturers are also planning to install substantial additional

capacities.In last two years Pepsi Co.’s franchisees have put new bottling plant at jaipur, Bhopal, Hajipur

(Bihar).Guntur (A.P.) and Guwahati(Assam) with further investments.Pepsi Co.’s franchisees are amongst

the best in the Pepsi world.

2. JUICES:-

Pepsi Co. plans to launch juices in a bog way in India,there by helping the farmers in fruit procurement

Pepsi Co.Agriculture scientists have undertaken research on Mango,Guava and Oranges and these fruits

would be the priority area for the juice launch in India. presently Pepsi has one juice brand.

3. EMPLOYMENT OPPORTUNITIES:-

Pepsi provides direct and indirect employment to persons in supplying it’s raw materials, packing

materials, distribution vehicles, glass bottles, plastic crates, display racks etc.And to small artisans,

paintings and small traders in market places activities.

All the Pepsi’s business in India is either in Industries with backward linkages with farmers or in

service industries, being highly distribution oriented.He Pepsi system operates over 300 trucks (direct

operations). 8000 three-wheeler(distributors) and at least 1000 push carts, serving over half a million

outlets in India.By the year 2005 the number of outlets to be served is expected to be doubled.

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4. DEVELOPING SPORTS:-

PEPSI today is one of the main sponsors related activities in India has continued to promote upcoming

new players of Cricket,Hockey and Football.In Mohali,Disclose of the chemical composition of the

essence.

Pepsi has developed a Pepsi Cricket Academy, which would develop over 500 Young Cricket

enthusiasts in next five years. Similarly Pepsi cricket coaching camps and clinics are held to coach young

boys in North and South.

5. COMMUNITY RELATIONS:-

Most of the bottling plats of Pepsi are located in backwards areas, thereby giving huge employment

opportunities in these areas. Pepsi as a responsible company undertakes social projects in and around the

bottling plants.These include supports to the education centers.Sponsors inoculation camps, providing free

health checkup, initiating sanitation, drives, promoting literacy drives and helping villages to put up bus

shelter etc.

6. REVENUE GENERATION:-

It is estimated that Pepsi-Co and its franchises generates over Rs.500 crore in (1977) to the exchequer by

the collection of excise duty and sales

CHARACTERSISTICS OF SOFT DRINKS

(a) Unfinished goods (Required chilling before consumption).

(b) Two -way transportation ( Once filled bottles to market and

(c) Second empty bottles from market).

(d) Heavy expenses on advertisement and promotions.

(e) More attention to retailers. Several schemes and other facilities provided to them.

(f) Next flavors are introduced time to time.

(g) Highly competitive market with only two equally strong Players.

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CHAPTER – 3

-:ORGANIZATION PROFILE:-

A BRIEF HISTORY OF LUMBINI BEVERAGES PVT. PTD.

PROFILE OF L.B.P.L.

ORGANIZATIONAL HIERARCHY

SWOT ANALYSIS

PRODUCT PROFILE

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A BRIEF HISTORY OF L.B.P.L.

I. Lumbini Beverage Pvt. Ltd. is situated at Industrial Area, Hajipur in Vaishali district of Bihar.

Mr. Charan Khilani, , established it in the year 1997. It is one of the Pepsi Foods bottling Plants

in Bihar.“Anand-Marketing Pvt. Ltd.”, was a marketing divisions of “Lumbini Beverages Pvt.

Ltd.” but now“L.B.P.L”.does its marketing itself.

PROFILE OF LUMBINI BEVERAGES PVT. LTD.

Company Land Area : 9.30 Acres

Location and Authority : EPIP, Industrial Area, Hajipur- 844101

Name of Director/Occupier : Ravi Khilani

Name of CEO : Mr. G. P. Singh

Industrial License No. : Regn. No. – H 12475(C)

Factory Liscence No. : 66750/VLI

Date : 16.08.97

F.P.O. Licence No. : 10607/97

Capacity : 1500 bottles per minute

Nature of product : Soft drink, Pepsi, Mirinda, Soda, Slice, Aquafina

No of employees : 150+150(max.) Seasonal labors any day in

the season

Control Board : NO. 1877. Date – 07.04.97

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Organization Structure

CEO

TDM

CE

PSR

TDM- Territory development manager. CE – Customer executivePSR- Presales representative

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C.E of some Areas where I survey the market are as

follows:

C.E PSR

PATNA CITY : NILKAMAL -------------- .

BOOTHNATH : NILKAMAL RAMESH KR.

KANKARBAGH : BANMALI SUKHLA ALOK KR.

RAJENDRA NAGAR : HARISH KR. SINGH ASHUTOSH KR.

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SWOT ANALYSIS

STRENGTHS:-

1. Lumbini Beverages Pvt. Ltd is Fran chaise Owned Operation (FOBO) of world’s most famous

soft drinks Pepsi Co.

2. LBPL uses state of the art and fully automatic machines and technology for the production and

bottling of soft drinks.

3. It has very strong network and built market and currently holds all the parts of the state.

4. It has wide range of product varieties.

WEAKNESSES:-

1. No cost cutting program for the products.

2. Promotional activities in the rural market is not unto the mark as compared to the Urban

market.

3. Brand Pepsi in cola flavor is one of the popular lagging behind with its nearest competitor,

only due to high sugar content and less thrilling taste.

4. Not viability of all the products on demand.

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OPPORTUNITIES:-

1. LBPL makes the buying process more convenient of efficient(It provides the Pepsi

products at required places i.e. direct to distributors & retailers through distributors).

2. The executives of company meet the need for more information and advice to

distributors/retailers/customers.

3. It takes return the leakage, burst bottles etc

THREATS:-

1. One of the products of their competitor in lime flavor as a very good market share due to

its taste.

2. Coca-Cola is now spending more and more to boost up the sale.

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PRODUCT PROFILE

The product profile of LUMBINI BEVERAGE PVT.LTD. is:

No. of product & Quantity Colour

Flavour

(a) Pepsi 200 ml. Burnt-Sugar

Cola

(b) Pepsi 300 ml. Burnt-Sugar

Cola

(c) Pepsi 600 ml. Burnt-Sugar

Cola

(d) Pepsi 2000 ml. Burnt-Sugar

Cola

(e) Mirinda 200 ml. Sunset

Orange

(f) Mirinda 300 ml. Sunset

Orange

(g) Mirinda 600 ml. Sunset

Orange

(h) Mirinda 2000 ml. Sunset

Orange

(i) Mirinda 200 ml. Tetrazin

Lemon

(j) Mirinda 300 ml. Tetrazin

Lemon

(k) Mirinda 600 ml. Tetrazin

Lemon

(l) Mirinda 2000 ml. Tetrazin.

Lemon29

(m) 7up 200 ml. Shelaty

Lime

(n) 7up 300 ml. Shelaty

Lime

(o) 7up 600 ml. Shelaty

Lime

(p) 7up 2000 ml. Shelaty

Lime

(q) Laher soda 300 ml. Shelaty

Lemon

(r) Laher soda 600 ml Shelaty

Lemon

(s) Mountain Dew 300 ml. Shelaty

Lemon

(t) Mountain Dew 600 ml. Shelaty

Lemon

(u) Mountain Dew 2000 ml. Shelaty

Lemon

(v) Slice 250 ml. Mango

Mango

(w) Slice 500 ml. Mango

Mango

(x) Slice 1200 ml. Mango

Mango

(y) Topicana 200 ml. Juice

Jush

(z) Topicana 1000 ml. Juice

Jush

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CHAPTER – 4

-: MARKETING ACTIVITIES :-

MARKET SEGMENTATION

PROMOTIONAL ACTIVITIES

MERCHANDISING POLICY

ADVERTISEMENT STRATEGY OF THE COMPANY

YEAR WISE ADVERTISING POLICY OF PEPSI SINCE 1990

DISTRIBUTION CHANNEL OF L.B.P.L

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MARKET SEGMENTATION

The soft drink being a FMCG product has a wider and scattered market. Thus to enable concentrated effort

of marketing activities in different scattered market, the entire market is broken down into the following

segments.

Route Market

Home Market

At work market

ROUTE MARKET:-

Outlets in this market cater to those people who are engaged in shopping, eating, outgoing to and

from work, in amusement enters etc.

HOME MARKET:-

Outlets in this market cater to people buying prominently for home consumption either by case loose

bottles.

AT WORK MARKET:-

Outlets in this market cater to people working in office, factories etc. An attempt is always made to make

soft drinks readily and conveniently available all day long while people are actively working.

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PROMOTIONAL ACTIVITIES

Promotional activities play a greater and important role in the marketing effort carried out by PEPSI

CO. It is for more create and maintain a image of its products.

PROMOTIONAL ACTIVITIES CARRIED OUT BY “LUMBINI BEVERAGES PVT. LTD”

L.B.P.L.carry out its promotional activities as a controlled and integrated program of communication

and material design to present its soft drink to the prospective customer.

The tools used by “Lumbini Beverage Pvt. Ltd.”, for fulfilling the various purposes of its

Promotional activities are the following:-

(i) Point of Purchase:

A sensible man does not has to go for too find out whatever a common panwala knows that People buy

with their eyes. Every item of sale in a shop is displayed in front where people can see it at the first sight.It

is the same with all the shops vendors in towns either selling Consumer goods or selling soft drinks. Rather

in selling a product like PEPSI display is more help it is an essential element because soft drink is bought a

impulse on the spur of the movement. Thus the product is tested when it is brought at people’s attention.

(ii) Special event market:

The dealer at special event sport places the banners and stall of Pepsi’s products.Like picnic, Cricket match,

social activities are also used to cater the people. It helps in promoting the sale as well as in creating an

image of products.

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(iii) Media planning:

A very important part of advertising is to decide the medium of advertising and how much to spend in each

media:

Newspaper

Radio

Television

Hoarding

Product of sales materials ( paintings, glow signs, D.Board).

Advertising is one of the important factors which all put together results sales.It has to be backed by

the distribution network,effective servicing, dealer, goodwill and so on.Thus advertising has to be

very carefully woven with the entire demands of marketing.

PROMOTIOAL ACTIVITIES CARRIED IN PATNA:

Point of purchase (POP)

Special events ( fair show, Road show etc.)

Hoarding

By Newspaper, TV. Radio etc.

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MERCHANDISING POLICY

In today’s fast moving industry and highly competitive market, only those products are likely to be

purchased which are capable of hitting the impulse of the consumers.The products appeal should be able to

penetrate and get embedded into the perpetual space of the consumer’s mind.The concerned product should

induce to the consumers.Pepsi believes that “Jo Dikhta Hai Wahi Bikta Hai” i.e. any product which is

visible is bound to be sold.

METHODS OF MERCHANDISING:

Visicooler placement

Glow signboard

Paintings

Crate Stacking

Umbrella

Banners

Display

Special Schemes

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ADVERTISING STRATEGY OF THE COMPANY

The main motive behind the purpose of advertising of the PEPSI Co. is to maintain the brand loyalty though

recalling the memory of the users of soft drinks as to attract the potential consumers who consume a soft

drink.On the national basis the media extensively used are :Newspaper, short advertising films, Radio, T.V

etc.

Besides the advertising being carried out by Pepsi Co. Lumbini Beverages Pvt. Ltd., Hajipur also

carries out its own promotional programme of which advertisement is an important aspect. The Lumbini

Beverages Pvt. Ltd. is free to use any media, messages, copy etc. as and when required by them but

single factor which remains the same as used for each Pepsi Co’s bottling company on national level. The

main slogan being used by PEPSI Co. bottle all over India for its Cola Products has been “The choice

of new Generation”. The main Model in the advertising is the Best Cricketer - M.S.Dhoni, Best Actors

– Amitabh Bachhan, Shahrukh Khan, and Best Actress – Karenna Kapok, Pretty Zinta,and Deepika

Padukone.

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YEARWISE ADVERTISING OF PEPSI SINCE 1990:

After entering in India PEPSI started their advertising in planned way to fulfill the objectives expressed by

Vibha Rishi, Executive Vice President, Marketing Pepsi India “I believe in advertising that leaves a

smile on your face.”

In 1990:-

The first commercial came on screen with actress Juhi Chawala and Pop singer Remo. The theme was

“Feel the music”. “Are you Ready for the Magic?”. Went in the jingle and this ad ends with opening of

Pepsi bottle.

In 1992:-

The famous and unforgettable Punch line “Yehi Hai Right Choice Baby …. Aha!” was introduced with

Remo and twelve year’s old Penny vaz.

In 1993:-

This time also Amir Khan, Aishwarya & Sanjana have done the commercial on the theme “Can I have Another Pepsi.”

In 1994:-

Here Pepsi introduced cricket star Sachin Tendulkar,Vinod Kambli and Azhar in which Sachin and Kambli

fighting for Pepsi bottle and in the meanwhile Azhar comes and takes the bottles. This aid also ended with

the same punch “Yehi Hai Right Choice Baby….. Aha!”.

In 1995:-

In this commercial when Akshay Kumar is given another soft drink, then the kid in the audience shouts “

Hai Akshay Pepsi” and he gets back his magic. And this aid also ends with the same punch line.

In 1996:-

Here, the commercial shows the enthusiasm of Shahrukh to get Pepsi for his friend. He dodges the dog and

with this he tries to show that Pepsi is the active choice to get for which the customer can do anything, and

it is also revealed by the line “Pepsi To Mai Pee Ke Rahunga”.

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.

In 1997:-

In this year Pepsi celebrated the 50 years of Indian Independence by the slogan “Azadi Dil Ki” with

Shahrukh and Azhar.

In 1998:-

In this year Pepsi has again involved many cricket stars for commercial with slogans “More Cricket More

Pepsi”, “Got a keep a cool ahead”, “Generation Next”. Beside this it has flashed many commercials with

Leander Paes and Mahesh Bhupati for Mirinda(Orange). Mirinda….. for Mirinda (Lemon)- the commercial

aid done by the Bollywood star Amitabh Bachchan gave tremendous real “Jhatka” to competitor with help

of punch line “Jor ka Jhatka Dhere Se Lage” which is ruling heart throbbing of millions. Apart from all

these commercial Pepsi has sponsored many Sharjah Cup at Sarjah.

--- Pepsi Independence Cup in India.

--- Yanni Concert in Agra.

--- Asia Cup in Srilanka.

In 1999:-

World Cup ’99 was sponsored by Pepsi Co. The aid featured Shahrukkh Khan and Sachin Tendulkar and

the Punch line “Yeh Dil Mangay More” became very famous.

In 2000:-

Aid featuring Shahrukh Khan with punch line “Yeh…more”.

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In 2002:-

Aid featuring Shahrukh Khan, Kareena Kapoor, Amitabh, and Sachin with the same punch line.

In 2003:-

Aid featuring Fardeen Khan, Saif Ali Khan, Kareena Kapoor, Preeti Zinta with the punch line “Mausam

Garam Hai Pepsi Ke Liye Hum Besharam Hai”.

In 2003:-

ICC world Cup was also sponsored by Pepsi, featuring Shahrukh Khan in ad. Also an aid was featuring

Sachin Tendulkar, Shane Warne and Carl Hooper Punch line “Bhaga Diya Na”.

In 2004:-

The Yojana “Toss ka boss” has been sponsored by Pepsi for “ICC Championship Trophy” in England in

September. The winner of this Yojana would get the opportunity to watch the TOSS with Saurav Group on

the pitch. After the collection of hundred coupons of “Toss ka boss” Sticker any person may be winner this

game.

In 2005:-

This time the commercial advertisements has been done by Amitabh Bachchan, Shahrukh Khan, Sachin

Tendulkar, Yuvraj Singh, Zaheer Khan, Mohd. Kaif etc. on the theme : “Oye Bubli Oye Bubli”.

In 2007:-

ICC world cup was also sponsored by Pepsi Gold .But they are got loss due to Indian Cricket Team

In 2008:-

Ye Hai youngistan meri jaan.

In2009:-

Mahendra Sing Dhoni Deepika padukone.

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DISTRIBUTION CHANNEL OF “LUMBINI BEERAGES PVT. LTD.”

To make its products available at the right place, at the right time in the market, at the right place, the sales

department of the company plays major attention towards controlling the channel of distribution.

The company right from its beginning stage maintains single type of marketing channel.The nature of

channel is as follows:

COMPANY

DISTRIBUTORS

RETAILERS

CONSUMERS

(I) ABOUT DISTRIBUTORS:-

At first,soft drink is supplied to distributors.Retailers cannot take the delivery directly from the company.

They have to take it from their respective of nearest distributors. The distributors selected on the basis of

assurance given by them regarding minimum sales, which they have mention annually.The selection is also

done on the financial position and reputation of distributing in the market.As for the example,first priority

is given to those people who are in cigarette business. Depending upon market each distributor in its initial

stage,deposit some security money.This amount varies between five thousand to ten thousand.The

distributors at first have to seek the permission to the sales department for the number of cases of soft

drinks required by them. After getting for the proper authority from the sales department, they take the

delivery from the shipping department paying the requisite either in cash or as demand draft.

The distributors can be dropped if they fail to achieve the required target of sales.They can be also

dropped when they don’t follow the instructions given by the company or when they charge high price or

40

when they are engaged in black marketing, loading etc. But the company has not dropped any of its

distributors till now.

The supply of soft drinks to the distributors depends upon the ups and downs in the sales. But, in

the initial stages, the distributors have to sell up to a minimum target set by the company or as decided by

an agreement between the company and the distributors. In the last stages soft drink is supplied as and

when demanded by the distributors.

(II) ABOUT RETAILERS:-

The distributors select the retailers.There is no relation between the company and its retailers.On the other

hand there is no definite and fixed criteria from the selection for appointment of retailers from the side of

distributors. Any one like “Panwala”,” Cigarette shop” or any other shopkeeper can have the stall for the

sale of soft drinks and they are called retailers or dealers. They have to give assurance to the concerning

distributors for better sales and at the time of taking delivery they have to deposit the security that is the

change for the empty bottles with specified purchasing price. Generally, there is no compulsion on that part

of distributors to provide the transportation facilities to their retailers, but the distributors of the big areas

like Patna, Muzzaffarpur

Patna provide the transportation facilities to their respective retailers. The distributors and

retailers are independent to sell as they want but are controlled to some extent by the company also, as they

have to give some assurance regarding minimum sale. It happens so because they are given some incentives

also.They are fully independent to gear up the market, as they want.

41

CHAPTER-5

-:MARKET SURVEY:-

RESEARCH METHODOLOGY

LIMITATIONS OF THE RESEARCH

42

RESEARCH METHODOLOGY

Research methodology is the way to systematically solve the research problems. Methodology makes

the most important contribution towards the enrichment of the study. In a research there are

numerous methods and procedures to be applied but it the nature of problem that determines the level

& type of the research methodology. The problem defined is half solved will only give the output if

the research methodology applied is according to the nature of the problem.

All the findings and conclusion obtained are based on the survey done in the working area. Within

the time limit, I tried my best to select the sample representative of the whole group.During my job

training I maintained different routes during my dealer survey. I have collected data from

the Pepsi Depo kumharar,patna and the organization itself.

I Data – Sources:

Retailers (Cold Drinks stalls Ice Stalls Hotels Restaurants Sweet Shop Pan Shop, General Stores, Telephone

Booths etc).

II Research – Approaches:

Survey

III Research-Instrument :

Questionnaire Schedule

IV Sampling – Plan :

Sampling unit Retailer

Sampling size 100

V Sampling procedure:

Sample Survey

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Secondary Data Collection :

The secondary data was collection on the basis of organizational files, official bulletins and records, official

journals, published data in the annual general report and through various preserved information in the data

base at the Pepsi sites e.g. www.Pepsico.com, www.Pepsizone.com etc.

Primary Data Collection:

All the retailers were personally visited and interviewed. The format was filled by taking the information

from the retail outlet.

44

LIMITATIONS OF THE RESEARCH

I . It was not possible to understand thoroughly about the different marketing aspects of soft drinks in a

span of two months.

II. The survey was conducted in the peak season when the sale was too high, by this I cannot get the

appropriate result.

III. Money-as no stipend was given, it was difficult to cover a wide area.

IV. All the work was limited in Patna area, so, the findings should not be generalized. The finding of

survey will be strictly based on the response of consumers, retailers/dealers, since it is difficult to

ascertain the authenticity of their statement.

45

Chapter-6

Pepsi Review

46

Pepsi is a wonderful brand to study because I used to be an addictive Pepsi drinker.  I had to be set free from that hold that Pepsi had on me. Many people suffer from this addiction to either Coke or Pepsi! But none the less, my overall evaluation of Pepsi’s marketing mix is that it has been a successful one.  The Pepsi drink itself is a product that has a huge consuming market.  There are so many people that enjoy drinking a cold Pepsi.  In my case when I was drinking Pepsi, to me, it didn’t have a nasty after taste like Coke did.  It was not too strong of a drink but it was just right.  I know some people that are devout Coke drinkers and you can’t give them a free can of Pepsi just like you can’t give me a free can of Coke.  But many of them say that Pepsi is too sweet for them.  The Pepsi drink is a premium drink and it’s just that good to where it keeps the customers coming back.  Not only is the product good but the price plays a major role in this whole mix.  

I think the market for Pepsi is an elastic market, even though people love it. If the price rises to high people you have some people that will switch to Coke or some other brand of cola. Pepsi ranges in price anywhere from 89 cents to $1.59 for a 2 liter bottle.  Pepsi price at this point is comparable with its competitors. The fact that Pepsi keeps it price for 2 liter bottles most of the time to $1.69 that makes the people purchase it more. But most of the time you can find Pepsi somewhere on sale for 99 cents.  Pepsi is sold wherever liquid consumable products are sold.  The distribution system that Pepsi has in place is actually working for them.  Pepsi has an intensive distribution system. Pepsi is everywhere. You will find it in grocery stores, drug stores, office buildings, schools, churches, gas stations, etc. Pepsi competition is anything else that a person can drink.  Pepsi has to compete against the healthier drinks.

They say that soft drinks are not healthy for you so water and fruit juice will be the choice of those healthy eaters. And for those people that like to work out they would prefer some type of sport drink such as Gatorade or Powered.  According to Pepsico website, Pepsi distribution system issue is that their company must understand the importance of an efficient distribution and logistics management system. By having that sufficient system it will allow them to reduce cost and create value to the customers.  This is a product that anyone can drink, but I think Pepsi mainly promote this product to the younger crowd more so than the older generation. I remember Pepsi Generation X commercials. I think that the Pepsi commercials are still pushing towards the younger crowds. I also believe that this is a good marketing strategy.  Coca Cola has been around forever, and the older generation is known to stick to what they know and like. Brand loyalty is what has hindered Pepsi from stealing these potential customers.  Pepsi realized that some people are just loyal to what they like, so they are marketing to the younger crowd. This will enable them to outgrow Coca Cola in the future. Once the younger crowd

47

becomes the older crowd, then Pepsi will be the front runner and now have brand loyalty from its customers.  So overall I think that Pepsi is doing a pretty good job selling its products.  Based on my examination of Pepsi marketing mix, Pepsi has done a good job of meeting the needs of its customers.  As I stated earlier, the product is preferred among a great percentage of people that drink soft drinks, the price is comparable to other soft drinks, and anyone can find the Pepsi soft drink anywhere.  As stated earlier, I believe that Pepsi targeted audience is the Generation X, from ages 16 – 35.

One thing that I would change in regards to trying to reach that older generation that are devout Coke drinkers is my content in my TV commercials and radio announcements.  Most of the commercials that I see and hear from Pepsi are that their spokesperson is relatively a person in that age bracket that I mention earlier.  I think if they are trying to reach an older group of people they should have an older person be the spokesperson.  They should have things like how drinking Pepsi doesn’t affect my health or they should say something like “every now and then I need a cold Pepsi to satisfy my thirst” or show senior sitting at a bingo table with a can of Pepsi next to them.  I think that these subliminal messages will allow them to gain more of that older generation.  Now Pepsi already has a snack line under the brand name of Frito Lay and that’s mainly marketed toward the little kids, teenagers, and young adults.  I would try to implement some type of healthy snack food line. It would include foods like great tasting rice cakes, low calorie popcorn, snacks, and chips, low fat meal replacement bars, etc.  I think that if Pepsi can’t get the older crowd to purchase their soft drink then go ahead and offer them something else that they may have more of an interest in. 

If Pepsi were to add this line I would suggest that they put all of these healthy snacks in individual servings.  Most of the time people are on the go and they can just throw a pack in their purse or bag.  Pepsi soft drinks and snack are widely distributed as far as I know, all across America and they have a huge share of the market.  At this point I can’t see where too many more changes are needed to make Pepsi an even more popular brand.          

Pepsi Cola - 36/12 oz. cans Amazon Price: $16.95

Pepsi Cola Throwback (12 Pack) Yes In Stock Aug 9,2010 Amazon Price: $9.99

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Diet Pepsi Cola - 36/12 oz. cans Amazon Price: $12.99

Pepsi-Cola Wall Mounted Bottle Opener Amazon Price: $7.90

49

CHAPTER-7

DATA ANALYSIS

Interpretation of outlets

50

Products Quantity New MRP Trade Price

Pepsi 200ml 8 168.00

Pepsi 300ml 12 262.00

Pepsi 600ml 22 492.00

Pepsi 2L 60 504.00

Pepsi(CAN) 250ml 15 402.00

7up 200ml 8 168.00

7up 300ml 12 262.00

7up 600ml 22 492.00

7up 2 L 60 504.00

7up (can) 250ml 15 402.00

Mirinda 200ml 8 168.00

Mirinda 300ml 12 262.00

Mirinda 600ml 22 492.00

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Products Quantity New MRP Trade Price

Slice 500ml 25 564.00

Slice 1.2 L 50 556.00

Slice(tetra pack) 200ml 10 216.00

Soda 300ml 6 130.00

Soda 600ml 12 264.00

Aquafina 15 134.00

PRODUCT OF PEPSICO AND ITS COMPETITOR PRODUCT

PRODUCT OF PEPSCO PRODUCT OFCOCA-COLA

1. PEPSI 1. COKE, THUMSUP2. MIRINDA 2. FANTA3. MOUNTAIN DEW, 7up 3. SPRITE4. NIMBOOZ 4. MINTUTE MAID6. SLICE 6. MAZZA 7. AQUAFINA 7. KINLEY

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FACILITIES PROVIDED BY THE COMPANY TO THERETAILER1. VISI COOLER 65 Liter 110 Liter 120 Liter 165 Liter 200 Liter 210 Liter 220 Liter 300 Liter 320 Liter 330 Liter 500 LiterAccording to outlet nature, volume & investment of the outlet.2. SCHEMES OF VOLUME PURCHASE Cash discount Card discount (sampling)3. DISPLAY MATERIAL Stickers Banners G.S. Boards D.P.S. Boards Racks Counters Umbrellas

DATA ANALYSIS AND INTERPRETATION53

There are more than 300 outlets are existence in each area including Patna .I done survey only 100 outlet.

1.Type of outlet :

Outlet Type Respondents %age Convenience 55 55%Grocery 35 35%Eatery 10 10% Total 100 100%

Interpretation: From the above chart we can conclude that Grocery shop followed by convenience store is having majoring of PepsiCo outlet.

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2. In which month Peak Season of Soft DrinksSeason Respondents %ageJan-Feb 05 05%March-June 50 50%July-Sept 40 40%Oct- Dec 05 05%

Interpretation: Finally March, April, May and June are peak Season for PepsiCo.

3. What is effect of advertisement on sales?

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Option Respondents %age

YES 66 66

NO 34 34

Interpretation: We can say that Advertisement is one of the most beneficial sale the pepsico product.

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4.Are you satisfy with behavoiur of staff visit ?

Behaviour Respondents %age Excellent 03 03%Good 12 12%Satisfactory 41 41%Poor 31 31%Very poor 13 13%

Interpretation:After survey we calculate mostly retailer are satisfy by PepsiCo staff visit but not excellent if it improve as it then the sale of Pepsi also increase.

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5. Do you receive the delivery of PepsiCo products in time?

a. Yes 40%

b. No 60%

Interpretation:Mostly in Patna city area like passim darwaza , nala par , gurhataa have very bad pepsi market there is very few visi and product also.

6.what is percentage share of satisfaction of distribution of pepsico & cocacola? :

58

Product Name %

Pepsi 58%

Coca Cola 42%

Total 100%

SATISY RETAILER 70% NOT SATISFY RETAILER 30%

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Interpretation : Pepsi retailers seem to be much more satisfied by the service provided

by distributors then that of Coca Cola.

7. what is percentage share of chilling equipment ? :

A. Percentage Share of VISI Coolers:

Product name No. %

Pepsi 40 40 %

Coca Cola 30 30 % Both 20 20%

Own 10 10%

Total 100 100 %

Interpretation:- in above diagram clear that percentage share of visicooler.

60Interpretation :From the above diagram we can conclude that the number of VISI coolers distributed from Pepsi Pepsi to the dealers is much more comparing to Coca Cola.

B. Percentage Share of ice boxes of different soft drinks :

Product name No. %

Pepsi 45 45%

Coca Cola 40 40%

Own 15 15%

Total 100 100%

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Interpretation :From the above diagram we can conclude that 40% of ice-boxes are of Coca Cola Company where as only 45% is of Pepsi. Rest 15% is of dealers own.

8. which company’s signage you have in your outlet?

Product No. %

Pepsi 55 55%

Coca Cola 45 45%

Total 100 100%

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Interpretation : From the above diagram it is clear that 55% of glow sign board is of Pepsi while 45% is that of coca cola so, picture is clear that sale of pepsico product is more sale than coca cola.

9 .which types of product(pepsico&cocacola) available always ?

Product respondents %

Pepsi 55 55

Coca-cola 30 30

Both 15 15

Total 100 100

Interpretation : From the above diagram it is clear that 55% pepsi product available always and 30% cocacola and 15% both product available always.

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10.what is re-order period?

DAY NO.OF OUTLET % 5-10 40 40 10-15 30 30 15-20 20 20 20-25 10 10

Interpretation : From the above diagram it is clear that 40% OUTLET Re-order prieod is 5-10 days. And 30% outlet 10-15 days. 20% 15-20 days. 10% 20-25 days.so it is clear here maximum no. of outlet re-order period is 5-10.

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11. which types of product is more demanded by the consumer ?PRODUCT RESPONDENTS %PEPSI 50 50COCA COLA 40 40BOTH 10 10

Interpretation : From the above diagram it is clear that 50% consumer are demanded pepsi product and 40% consumer are demanded coca cola and 10% are both demand.

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12. How many crates of Pepsi & Coca-Cola you sell/day ?

Crates respondents % 0-1 30 301-2 25 252-3 35 353&above 10 10

Interpretation : From the above diagram it is clear that 30% respondents are sell 0-1, 25% respondents are sell 1-2, 35% respondents are sell 2-3 and 10% respondents are sell 3& above sell per day.

66

CHAPTER-8

-:CONCLUSIONS & SUGGESTIONS:-

FINDING

SUGGESTION

CONCLUSION

67

o FINDING:

Large no. of retailers wants visi coolers.

March-June is the peak season of soft drink.

Mostly outlet satisfy with staff visit.

.

The distribution is not so proper or we can say not satisfactory.

Pepsico is more demanded by consumer.

Advertisement is play important role for the sale product.

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SUGGESTIONS

CE needs to personally contact with retailers who help in knowing the

Activities of the distributors as well as help in improve sales and distribution.

It should focus its attention to the untapped market where it can

Considerably increase its market share.

Distributors should from time to time take the pain of finding out the

Requirement of retailers and the problem they are facing.

The process of visi installation should be made easy.

There should attention be paid to the repairing of visi out of order.

Pepsi should work hard more to increase its market share in some areas

like Patna city, pachim darwaza.

Advertisement and publicity in the untapped market by way of signage,

racks, paintings, banners, hoarding etc. should be expanded.

Margin to retailers should be taken care off and may be possible ought

To be increased without increasing the overall price.

Distributors should check the working of route agents or salesman on

Regular basis.

Shortages of the product during the summer season if possible should

Be reduced. It communicates bad message among the retailers as well as the consumers.

Signage & merchandise should be installed against the sale

Performance of the outlets as well as the need of the market.

Survey by the top officials should be made in the un tapped areas to

Access the real situation and should be done as a surprise visit instead of

Planned visit.

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More improvement is requires in the distribution network in the outskirt and in the remote

areas, because in the peak season like summer the small dealer are taking goods twice or

thrice and in between if the distributors could not supply them, the competitors will get the

opportunities to supply the goods.

Salesman should have good interaction with the dealers, which result

Company in increase in sales.

Company executives should visit the counter on weekly basis.

Executives should take the feedback from the retailers about the service of

the salesman and the distributors.

The entire PEPSI product should be displayed at one place so that the

customers can aware about the different brand of PEPSI

In the bus stand, railway canteen, highway the CAN and PET Bottles should

be made available every time because the publics are busy there and they

cannot wait

Regular visit of technical person is required to solve the problems of Visicooler on the market

at the right time.

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CONCLUSIONS

1. The whole analysis shows that there are only two companies dominating in the soft drink’s market

– Pepsi and Coca-Cola. There is a neck to competition in these two companies.

2. Pepsi has invested more in the market. Distribution of VISI Coolers and display of Glow Signs is far

more than that of Coca-Cola but still more investment is needed to break the brand establishment of Thumps

Up and Sprite.

3. All the areas in Patna almost all the retailers are not satisfied with the distribution network of the

Pepsi product.

4. Most of the retailers want glow signboard and chilling equipments, which they are asking from long

time.

5. In Cola segment Thumps-up and in lime segment sprite is the main competitors of Pepsi

6. Most of the Consumers don’t like the taste of Pepsi due to its sweetness and low fizz.

7. All the products of Pepsi like 7up, Slice is not provided when the retailers demand it.

71

Chapter-9

BIBLIOGRAPHY

72

REFERENCE BOOKS:

Concepts of Marketing:

Kotler Philip, Marketing Management, 11th edition, Prentice hall of India Pvt. Ltd.

Ramaswamy And Namakumari, Marketing Management, 3rd Edition, Macmillan India;Ltd

Kotler Philip & Armstrong, Principles of Marketing, 9th Edition, Pearson Education Pvt.Ltd.

G.C.Beri, Marketing Research 3rd edition, Me Milan India Ltd.

C.R. Kothari- Research Methodology

Websites:

www.Pepsico.com

www.Pepsizone.com

www.gooogle.

73

ANNEXURES

GLOSSARY OF THE TERM

QUESTIONNAIRE

74

GLOSSARY OF THE TERMS

FOBO - Franchise Owned Bottling Operation.

COBO - Company Owned Bottling Operation.

FMCG - Fast Moving Consumer Goods.

MNCs - Multinational Companies.

MMM - Master of Marketing Management.

75

PEPSI

A STUDY OF RETAIL OUTLETS AND THEIR

PROMOTION

QUESTIONNAIRE FOR RETAILERS

Name of the shop/outlet : ..................................................................

Address/Location : .......................................................................

Type of outlet : ..............................................................

(a) General Store (b) Pan Shop

(c) Sweet Shop (d) Lassi /Juice Shop

(e) Dhaba /Canteen (f) Others

l .Q. In which month Peak Season of Soft Drinks?

(a) Jan-Feb (b) March-June

(c) July-Sept (d) Oct- Dec

2.Q. What is effect of advertisement on sales?

(a) Yes (b)No (c

3.Q. Are you satisfy with behavoiur of staff visit?

(a) Excellent (b) Good

(c) Satisfactory (d) Poor (e) Very poor

4.Q Do you receive the delivery of PepsiCo products in time?

(a) Yes (b) No

5.Q what is percentage age share of satisfaction of distribution of pepsico and coke?

(a) pepsico (b) coca cola

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6. Q. What is percentage share of chilling equipments?

(a) Pepsi (b) Coca-Cola

(c) Own

7.Q.Which company’s signage you have in your outlet ?

(a) Pepsi (b) Coca-Cola

8.Q.. which types of product available always?

(a) PEPSICO

(b) Coke

(c) Both

9.Q .what is re-order period? (a)5-10

(b)10-15

(c)15-20

(d)20- 25

10.Q.which types of product is more demanded by the consumer ?

(a) pepsi

(b) coca-cola

(c) both

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11.Q. How many crates of Pepsi & Coca-Cola you sell/day ?

(a) 0-1 crates (b) 1-2 crates

(c) 2-3 crates (d) 3 & above

12.Q. Any suggestion for betterment of Pepsi ?

...................................................................................

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