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Project Report
On
“EXPANSION AND DISTIBUTION OF PEPSI CO” among the Corporate in Allahabad”
Master of Business Administration (Marketing)
Submitted in partial fulfillment of the requirements for award of Master of Business Administration of Tilak Maharashtra
University, Pune
Submitted by
ALOK MANI TRIPATHI
PRN: 07208015554
Of
Institute of Business Studies & Research, Pune
Tilak Maharastra University
Gultekdi, Pune 411037
ACKNOWLEDGEMENTS
At the outset, I would like to thank PEPSI CO. for giving me an opportunity to do this
project in their environment.
I am grateful to my company guide Mr. KAUSAL for all his guidance, helpful hints and
valuable suggestions during the course of this project.
I am deeply indebted to my faculty guide Prof SUMEET ROY for coordinating the project
work and giving me all the valuable guidance and for her constant inspiration. This project
could not have been possible without her help.
I would also like to thank all the staff members of Pepsi co.for their constant support and all
the people who directly and indirectly helped me during the course of the project.
Last but by no means the least I would like to convey my special thanks to IBSAR College
for giving me the opportunity to work on this project.
ALOK MANI TRIPATHI
IBSAR, PUNE
University certificate
COLLEGE / GUIDE CERTIFICATE
ORGANISATION CERTIFICATE
TABLE OF CONTENT
SERIAL No. TITLE PAGE No.
CHAPTER-1
1.1 RATIONAL STUDY
CHAPTER-2
2.1 PROJECT TITLE
2.2 OBJECTIVE OF STUDY
2.3 SCOPE OF THE STUDY
CHAPTER-3
3 PROFILE OF THE COMPANY
CHAPTER-4
4. REVIEW OF LITERATURE
CHAPTER-5
5. RESEARCH METHODOLOGY
CHAPTER-6
6. DATA ANALYSIS & INTERPRETATION
CHAPTER-7
7. FINDINGS
CHAPTER-8
8. LIMITATIONS
CHAPTER-9
9. CONCLUSION& RECOMMENDATIONS
10 BIBLIOGRAPHY
11 APPENDIX
LIST OF TABLES
CHAPTER -1
RATIONALE FOR THE
STUDY
I was assigned to study the promotional activities of Tripty Drinks Pvt. Ltd. Promotional activities
play a greater and important role in the entire marketing effort being carried out by Tripty drinks
Pvt.Ltd, “to generate more sales as well as to create and maintain an image of its product”.
Thus Tripty drinks Pvt. Ltd carried out its promotional activities as a controlled and integrated
program of communication and material design to present its soft drink to the prospective
customer. It also helps in communication the need satisfying qualities of soft drink, to facilitate the
sales and eventually to contribute towards the profit in long range.
The tools used by Tripty drinks Pvt. Ltd, for fulfilling the various purposes of its promotional
activities are the following:-
Point of sale display
Dealer’s sales contest
Sales promotion through special event market
Advertising
Incentives
CHAPTER -2
OBJECTIVE OF THE
STUDY
2.1
TITLE OF THE PROJECT:
“EXPANSION AND DISTIBUTION OF PEPSI CO among the
Corporate in Allahabad”
Objective:
The project is mainly concerned with pre sale booking system. The main objective was to study and analyze PRE SALE BOOKING SYSTEM.
The study also aimed to get insight
Comparative analysis between ready sale and pre sale booking system
Retailer perception and response to sale booking system.
To evaluate performance of PSR.
To find out the problems retailer are facing.
To know about the stock position of Pepsi brand and its competitors at different outlets.
To know the per day sale of Pepsi brand and its competitors in crates.
To know the distribution channel of Pepsi.
1.6- SCOPE OF THE STUDY
The training in the organization is very important for a student who is undergoing with such
course. This course is not the answer for all the problems, which arises in the practical fields. There
is no certain formula for any particular problems, but the aim of this study is to develop the ability
of decision-making. A right decision at right time itself helps an organization to run smoothly.
This training in an organization gives an idea how decisions are taken tact fully when any problem
comes to an executive. So the way of problem solving, right decisions making and knowledge of
different type of marketing activities give much importance to the study. Though only in two
months it was not possible to understand it so deeply but an overall idea could develop
CHAPTER -3
PROFILE OF THE
COMPANY
International
Pepsi Company is a large conglomerate with interests in manufacturing, marketing and selling a wide variety of carbonated and non-carbonated beverages, as well as salty, sweet and grain-based snacks, and other foods. PepsiCo is a world leader in convenient snacks, foods and beverages, with revenues of more than $39 billion and over 185,000 employees.
PepsiCo International (PI)
PI includes all PepsiCo businesses in the United Kingdom, Europe, Asia, Middle East and Africa.
Shareholders
PepsiCo (symbol: PEP) shares are traded principally on the New York Stock Exchange in the United States. The company is also listed on the Chicago and Swiss stock exchanges. PepsiCo has consistently paid cash dividends since the corporation was founded.
Corporate Citizenship
At PepsiCo, we believe that as a corporate citizen, we have a responsibility to contribute to the quality of life in our communities. This philosophy is expressed in our sustainability vision which states: “PepsiCo’s responsibility is to continually improve all aspects of the world in which we operate – environment, social, economic -- creating a better tomorrow than today.”
Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company.
PepsiCo Headquarters
PepsiCo World Headquarters is located in Purchase, New York, approximately 45 minutes from New York City. The seven-building headquarters complex was designed by Edward Durrell Stone, one of America's foremost architects. The building occupies 10 acres of a 144-acre complex that includes the Donald M. Kendall Sculpture Gardens, a world- acclaimed sculpture collection in a garden setting.
Company leadership
PepsiCo's History Timeline
PepsiCo, Inc. is founded by Donald M. Kendall, President and Chief Executive Officer of Pepsi-Cola and Herman W. Lay, Chairman and Chief Executive Officer of Frito-Lay, through the merger of the two companies. Pepsi-Cola was created in the late 1890s by Caleb Bradham, a New Bern, N.C. pharmacist. Frito-Lay, Inc. was formed by the 1961 merger of the Frito Company, founded by Elmer Doolin in 1932, and the H. W. Lay Company, founded by Herman W.Lay, also in 1932. Herman Lay is chairman of the Board of Directors of the new company; Donald M. Kendall is president and chief executive officer. The new company reports sales of $510 million and has 19,000 employees.
PepsiCo brands are available in nearly 200 countries and generate sales at the retail level of more than $98 billion. Some of PepsiCo's brand names are more than 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001 Headquartered in Purchase, New York, with Research and Development Headquarters in Valhalla, NY, The Pepsi Cola Company began in 1898, but it only became known as PepsiCo when it merged with Frito Lay in 1965. Until 1997, it also owned KFC, Pizza Hut, and Taco Bell, but these fast-food restaurants were spun off into Tricon Global Restaurants, now Yum! Brands, Inc. PepsiCo purchased Tropicana in 1998 and Quaker Oats in 2001.PepsiCo’s mission is “To be the world's premier consumer Products Company focused on convenient foods and beverages. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity.”
The company consists of
PepsiCo Americas Foods (PAF)
PAF includes Frito-Lay North America, Quaker Foods North America and all Latin America food and snack businesses, including Sabritas and Gamesa businesses in Mexico.
Frito-Lay and Pepsi Join
In February 1965, the Board of Directors for Frito-lay, Inc. and Pepsi-Cola announced a plan for the merger of the two companies. On June 8, 1965, the merger of Frito-Lay and Pepsi-Cola Company was approved by shareholders of both companies, and a new company called PepsiCo, Inc. was formed. At the time of the merger, Frito-Lay owned 46 manufacturing plants nationwide, had more than 150 distribution centers across the United States, and was listed on the New York Stock Exchange.
Frito-Lay North America and Frito-Lay International
PepsiCo's snack food operations had their start in 1932 when two separate events took place. In San Antonio, Texas, Elmer Doolin bought the recipe for an unknown food product – a corn chip – and started an entirely new industry. The product was Fritos brand corn chips, and his firm became the Frito Company.
That same year in Nashville, Tennessee, Herman W. Lay started his own business distributing potato chips. Mr. Lay later bought the company that supplied him with product and changed its name to H.W. Lay Company. The Frito Company and H.W. Lay Company merged in 1961 to become Frito-Lay, Inc.
Today, Frito-Lay brands account more than half of the U.S. snack chip industry.
PepsiCo began its international snack food operations in 1966. Today, with operations in more than 40 countries, it is the leading multinational snack chip company, accounting for more than one quarter of international retail snack chip sales. Products are available in some 120 countries. Frito-Lay North America includes Canada and the United States. Major Frito-Lay International markets include Australia, Brazil, Mexico, the Netherlands, South Africa, the United Kingdom and Spain.
Often Frito-Lay products are known by local names. These names include Matutano in Spain, Sabritas and Gamesa in Mexico, Elma Chips in Brazil, Walkers in the United Kingdom and others. The company markets Frito-Lay brands on a global level, and introduces unique products for local tastes.
Major Frito-Lay products include Ruffles, Lay's and Doritos brands snack chips. Other major brands include Cheetos cheese flavored snacks, Tostitos tortilla chips, Santitas tortilla chips, Rold Gold pretzels and SunChips multigrain snacks. Frito-Lay also sells a variety of snack dips and cookies, nuts and crackers.
Quaker Foods North America
The Quaker Oats Company was formed in 1901 when several American pioneers in oat milling came together to incorporate. In Ravenna, Ohio,
Henry D. Seymour and William Heston had established the Quaker Mill Company and registered the now famous trademark. Seymour wanted his product to be a symbol of honesty, integrity and strength. The figures of a man in Quaker clothes became the first registered trademark for breakfast cereal and remain the hallmark for Quaker Oats today. In Cedar Rapids, Iowa, John Stuart and his son, Robert, and their partner, George Douglas, operated the largest cereal mill of the time. Ferdinand Schumacher, known as "The Oatmeal King," had founded German Mills American Oatmeal Company in 1856.
Combining The Quaker Mill Company with the Stuart and Schumacher businesses brought together the top oats milling expertise in the country as The Quaker Oats Company. The first major acquisition of the company was Aunt Jemina Mills Company in 1926, which is today the leading manufacturer of pancake mixes and syrup.
In 1986, The Quaker Oats Company acquired the Golden Grain Company, producers of Rice-A-Roni.
PepsiCo merged with The Quaker Oats Company in 2001. Its products still have the eminence of wholesome, good-for-you food, as envisioned by the company over a century ago.
PepsiCo Americas Beverages (PAB)
PAB includes PepsiCo Beverages North America and all Latin American beverage businesses.
Pepsi-Cola North America and PepsiCo Beverages International
Caleb Bradham, a New Bern, North Carolina druggist, who first formulated Pepsi-Cola, founded PepsiCo’s beverage business at the turn of the century. Today consumers spend about $33 billion on Pepsi-Cola beverages. Brand Pepsi and other Pepsi-Cola products – including Diet Pepsi, Pepsi-One, Mountain Dew, Slice, Sierra Mist and Mug brands – account for nearly one-third of total soft drink sales in the United States, a consumer market totaling about $60 billion.
Pepsi-Cola also offers a variety of non-carbonated beverages, including Aquafina bottled water, Fruitworks and All Sport.
In 1992 Pepsi-Cola formed a partnership with Thomas J. Lipton Co. Today Lipton is the biggest selling ready-to-drink tea brand in the United States. Pepsi-Cola also markets Frappuccino ready-to-drink coffee through a partnership with Starbucks.
In 2001 SoBe became a part of Pepsi-Cola. SoBe manufactures and markets an innovative line of beverages including fruit blends, energy drinks, dairy-based drinks, exotic teas and other beverages with herbal ingredients.
Outside the United States, Pepsi-Cola soft drink operations include the business of Seven-Up International. Pepsi-Cola beverages are available in about 160 countries and territories.
Pepsi-Cola began selling its products internationally in 1934 with its operations in Canada. Operations grew rapidly beginning in the 1950s. In addition to brands marketed in the United States, major products include Mirinda and Pepsi Max. Pepsi-Cola North America includes the United States and Canada. Key international markets include Argentina, Brazil, China, India, Mexico, Philippines, Saudi Arabia, Spain, Thailand and the United Kingdom. PepsiCo Beverages International also produces, sells and distributes Gatorade sports drinks as well as Tropicana and other juices internationally.
Pepsi-Cola provides advertising, marketing, sales and promotional support to Pepsi-Cola bottlers and food service customers. This includes some of the world's best-loved and most-recognized advertising. New advertising and exciting promotions keep Pepsi-Cola brands young.
The company manufactures and sells soft drink concentrate to Pepsi-Cola bottlers. The company also provides fountain beverage products.
Gatorade/Tropicana North America
Anthony Rossi as a Florida fruit packaging business founded Tropicana in 1947. The company entered the concentrate orange juice business in 1949, registering Tropicana as a trademark.
In 1954 Rossi pioneered a pasteurization process for orange juice. For the first time, consumers could enjoy the fresh taste of pure not-from-concentrate 100% Florida orange juice in a ready-to-serve package. The juice, Tropicana Pure Premium, became the company’s flagship product.
In 1957 the name of the company was changed to Tropicana Products, headquartered in Bradenton, Florida. The company went public in 1957, was purchased by Beatrice Foods Co. in 1978, acquired by Kohlberg Kravis & Roberts in 1986 and sold to The Seagram Company Ltd. in 1988. Seagram purchased the Dole global juice business in 1995. PepsiCo acquired Tropicana, including the Dole juice business, in August 1998.
Today the Tropicana brand is available in 63 countries. Principal brands in North America are Tropicana Pure Premium, Tropicana Season’s Best, Dole Juices and Tropicana Twister. Internationally, principal brands include Tropicana Pure Premium and Dole juices along with Frui'Vita, Loóza and Copella. Tropicana Pure Premium is the third largest brand of all food products sold in grocery stores in the United States.
Gatorade sports drinks were acquired by the Quaker Oats Company in 1983 and became a part of PepsiCo with the merger in 2001. Gatorade is the first isotonic sports drink. Created in 1965 by researchers at the University of Florida for the school's football team, "The Gators," Gatorade is now the world's leading sports drink
Vision of PepsiCo
PepsiCo Mission
"To be the world's premier consumer Products Company focused on convenience foods and beverages. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate. And in everything we do, we strive for honesty, fairness and integrity."
PepsiCo in India
PepsiCo is a world leader in convenience foods and beverages, with 2007 revenues of more than $39 billion and more than 185,000 employees across the world. Its world renowned brands are available in nearly 200 countries and territories. PepsiCo gained entry to India in 1989 by creating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCo bought out its partners and ended the joint venture in 1994. Firstly Pepsi was banned from import in India, in 1970, for having refused to release the list of its ingredients and in 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards.
PepsiCo has grown to become the country’s largest selling food and beverage companies. One of the largest multinational investors in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India.
PepsiCo India and its partners have invested more than U.S. $700 million since the company was established in the country in 1989. In India, PepsiCo provides direct employment to 4,000 people and indirect employment to 60,000 people including suppliers and distributors.
The group has built an expansive beverage, snack food and exports business and to support the operations are the group’s 43 bottling plants in India, of which 15 are company owned and 28 are franchisee owned. In addition to this, PepsiCo’s Frito Lay snack division has 3 state of the art plants. PepsiCo’s business is based on its sustainability vision of making tomorrow better than today. Our commitment to living by this vision every day is visible in our contribution to our country, consumers, farmers and our people.
PepsiCo India’s expansive portfolio
Refreshment beverages
Sports drinks
100% natural fruit juices and juice based drinks
Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low calorie options– Diet Pepsi and 7Up Light; hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drinks - Gatorade, and 100% natural fruit juices and juice based drinks – Tropicana, Tropicana Twister and Slice. Our local brands – Lehar Evervess Soda, Dukes Lemonade and Mangola complete our diverse spectrum of brand
PepsiCo’s snack food company
PepsiCo’s snack food company, Frito-Lay, is the leader in the branded potato chip market and was amongst the first companies to eliminate the use of trans fats and MSG in its products. It manufactures Lay’s Potato Chips; Cheetos extruded snacks, Uncle Chipps and traditional namkeen
snacks under the Kurkure and Lehar brands. The company’s high fiber breakfast cereal, Quaker Oats, along with Lehar Lites, low fat and roasted snack options enhance the choices available to the growing health and wellness needs of our consumers. Frito Lay’s core products, Lay’s, Kurkure, Uncle Chipps and Cheetos are cooked in Rice Bran Oil to significantly reduce saturated fats and all of its products contain voluntary nutritional labeling on their packets.
PepsiCo SKU’s
PIZZA HUT
. It has exclusive franchise rights for Northern & Eastern India. Out of 56 operational Pizza Hut restaurants in the country 27 restaurants are owned and run by its company. These restaurants are located at Defense Colony, Aleksandra, Vikas Puri, Green Park, Karol Bagh, New Friends Colony, Connaught Place, Basant Lok, Greater Kailash, Jaipur (2), Agra, Noida (2), Faridabad (2), Chandigarh (2), Ludhiana, Jallandhar, Amritsar, Gurgaon (3), Kushambi(Ghaziabad) and Kolkata (2).
All these restaurants are making good profits & are dominating the market. The name of business entity is Devyani International Private Limited.
The Jaipuria Group is Raymond's sole selling agent for Northern India and owns Seven of Raymond's exclusive retail outlets in Delhi. Empowered by powerful strategies, the group has been retaining its partnership with Raymond since 1940. Envisaging the growth in the retailing sector, the group has also ventured into garment and textile retail. It has set up seven showrooms at Seven major locations viz. Connaught Place, Greater Kailash, Green Park, Lajpat Nagar, Roop Nagar, Kamla Nagar & Karol Bagh. Jaipuria Group is all set to become one of the major garment retailers in India.
Beverages
Jaipuria Group has the distinct honor of being the biggest bottler in India of the global giant Pepsi Co. It controls near about 60% of Pepsi’s bottling business in India. The Group has been managing a network of scores of distributors and simultaneously proving employment to thousands of people. With state–of–the-art technology and plants equipped with the latest machinery, the Jaipuria Group has occupied a remarkable position in the soft drink industry of India. The company has created a stronghold across the country.
CHAPTER -4
REVIEW OF
LITERATURE
To explore the reasons behind these developments this study will
analyze the marketing initiatives and policies of PepsiCo India in detail
with particular focus on its partner relationship management.
The above-mentioned objectives can be achieved by carrying a proper
and planned research involving different types and methods. The data
collected fo laid the foundations for the study and gave a platform for
the analysis and findings which lead to the fulfillment of the objectives.
The data collected for research is primary and secondary. Primary data
is collected by observation, interviews and questionnaires. While
secondary data is collected from the internet through different case
studies and reports on the CSD industry. Observation method was
carried in Allahabad to know the market position and market share of
PepsiCo products. Interviews of people from the sales department were
conducted to know the sales and distribution network and marketing
policies of PepsiCo India, while questionnaire method was used to
know about the customer perception of the slim diet can portfolio.
Secondary data is used to know about the CSD industry and the
Company i.e. PepsiCo.
The data collection and analysis paves way for the recommendation ad
conclusion of the study that reveals some important findings regarding
the strategy and corporate structure and strategy of PepsiCo India.
CHAPTER -5
RESEARCH
METHODOLOGY
Research Methodology :
Exploratory:
To find the per day stock and per day sale at different outlets exploratory research method are adopted. A survey form was prepared and the retailers were asked to answer them during the course of their interview.
Schedule Method:
Dealer’s responses were conducted with the help of a prepared schedule.
Samples are taken at different locations of Cuttack area.
Documentary Observation:
Books, Annual Report, web sites, Published and unpublished materials.
Field Observation:
During training period we did extensive survey of the distribution outlets
and consumer to observe the marketing operation performed by the
organization.
THE SURVEYA soft drink is a non-alcoholic beverage. It is artificially flavored and
contains no fruit or pulp. India with population of more than 100 crores is
potentially one of the largest consumer markets in the world after China.
The consumer market can be defined as the market for products and
services that are purchased by individuals as house holds goods for their
personal consumption. Soft drink is a typical consumer product purchased
by individuals to quench thirst and secondly for refreshment.
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 penetrated and
get embedded into the perceptual space of the consumer’s mind. The
concerned product should induce to the consumers.
Pepsi believes that”Jo Dikhta Hai Woh Bikta Hai” i.e. any product
which is visible is bound to be sold. That is method to increase the
visibility of the products: -Visicooler placement, Glow signboard, Paintings
Crate Stacking, Umbrella, Banners, Danglers, Sun Packs, Display Scheme,
Special Schemes, and rack. Pepsi space club is organized every year for
promotion of Pepsi soft drinks. Pepsi space club programmed is based on
a simple and successful formula:
“Jo Dikhata Hai, Who Bikhata Hai”.
A great display will result in great sales and that is a100% guaranteed way
to add to profits.
The programmed design is simple:
1. Fulfill programmed criteria.
2. Achieve volume target and display.
3. Win fantastic prizes.
CHAPTER-6
DATA ANALYSIS &
INTERPRETATION
DATA COLLECTION ANALYSIS AND INTERPRETATION:
Data collection was done through questionnaire and personnel
interview.
After editing, coding and tabulation data was compiled accurate
and meaningful manner.
The data collected by questionnaire was analyzed, interpreted with
the help of table, bar chart and pie chart.
DATA INTERPRETATION
1) What method do you usually use to place your orders?
Ready sale Pre sale booking Phone booking
Pre sale book-ing
100%
Ready sale Pre sale bookingPhone booking
As this graph shows that 100% retailers is using pre sale order booking.
2) 2. How frequently you order
Daily After one day once in week
Daily 56%After one day
29%
once in week15%
Daily After one dayonce in week
Above graph shows 56% were from daily category 29% were from alternate day visit category 15% were from once in week. This is done to find out behavior of different retailers about pre sale.
3) Type of shop
Eatery Grocery Convenience
Eatery33%
Grocery39%
Convenience28%
EateryGroceryConvenience
39% of total shops are grocery (small and big general store)28% convenience store (Pan Shops, cold drink vendor and other vendor)33% Eateries (conventional dhabas, restaurants and fast food joints).
4) After implementation of Pre sale order booking system how many times in a week it happened that you ran out of stock of particular product of Pepsi?
Never 1-2 times 2-4 times more than 4
Never 51%
1-2 times31%
2-4 times
18%Never 1-2 times2-4 times more than 4
Above graph shows that after implementation of pre sale 51% said that they never ran out of stock, 31% said that it happened only once or twice 18% said that 2-4 times they ran out of stock.
Please rate the service performance of PRE SALE BOOKING SYSTEM of Company as compare to READY SALE system
5) Availability of variety of product and (SKU) of Pepsi
Much Worse
Worse Same Better Much Better
Same25%
Better53%
Much Better22%
Much WorseWorseSameBetterMuch Better
22% said Availability of variety of product and sku is much better
53 % said it better than previous system25 % said of variety of product and sku is still same
6) Accuracy of order fill100% 100- 80% 50-80% below 50%
100%40%
100- 80% 38%
50-80%
15%
below 50%7%
100%100- 80% 50-80% below 50%
40% people said accuracy of order delivery is 100%38 % said it is between 100-80%15 % people said that it is between 50-80%7 % said accuracy is below 50%
7)Delivery van’s Ability to fill orders completely.
Same31%
Better54%
Much Better15%
Much WorseWorseSameBetterMuch Better
15 % retailer said Delivery van’s Ability to fill orders completely is much better
Much Worse
Worse Same Better Much Better
54 % said it better than before31 % said it is same as before
8) Deliverymen’s professionalism (service and behavior).
Worse13%
Same42%
Better37%
Much Better8%
Much WorseWorseSameBetterMuch Better
8% people said that Deliverymen’s professionalism is much better37% said it better 42 % said it is same as before13% said it is worse as compare to earlier
Please rate the performance of Company PSR (booking agent)
9) How frequently he comes to take orders.
Daily After 1-2 days once in a week
Much Worse
Worse Same BetterMuch Better
Daily; 43
After one
day; 8
once in week; 5
DailyAfter one dayonce in week
Out of 56 daily visit shops 43 said PSR visits daily8 said he visits at alternate days5 said visit once in week
10) At which time he usually comes to take order
a. Between 10-12am 12-2pm after 2pm
35 % retailer said PSR comes to take order between10-12A M53 % he comes between 12-2PM12 % PSR comes after 2 PM
Between 10-12am35%
12-2pm53%
after 2pm11%
Between 10-12am12-2pmafter 2pm
9. Are you satisfied with PSR’s order taking timing? At what time you want him to come and take order.
Yes No Time ___________ ___
yes 36%
No64%
yes No
36% retailers said that they are satisfied with order taking timing64% retailers said that timing should be changed Most of them recommended after 2 or 3 pm
11) His ability to solve your problems and Response to complaints
Poor Below avg average Good Excellent
Below avg5%
average42%Good
47%
Best 6%
Poor Below avgaverageGood Best
6% retailer said PSR’s ability best
47% said he is good
42 % said he has average ability
5 % said he is below average
12) PSR’s way of telling about schemes and other information
Poor Below avg
average Good Best
Below avg5%
average48%Good
30%
Best 17%
Poor Below avgaverageGood Best
48 % said his way is average 30 % said his way is good17% said his way is best 5% said his way is below average.
13) Do PSR give you complete information of new products, daily schemes and other promotional offers?
Daily Sometimes occasionally other _________
Daily , 93%
Sometimes, 5% occasionally, 2%
Daily Sometimesoccasionallyother
93% said PSR said he tells about schemes daily5 % said sometimes 2 % said occasionally
CHAPTER-7
FINDINGS
FINDINGS:
The collected data which were analyzed came out with the following
conclusions:-
It is found that some outlets perform well in criteria 1 that is display
the pet bottles in rack, they display properly in one area then some fails
to do perform in another. The reason behind this is that they do not
receive any kinds of rack or freeze from company for display the Pepsi
products. Some retailers were saying that they have not so much space
in their outlets to show the product and some other have space racks
but they put other materials on it as they not aware about this scheme.
Therefore the company needs to focus to rest 40 % who does not
perform well in space club programmed.
In various outlets the retailers were good response towards
distribution of Pepsi. But some of them complain about the
distribution. Some say distribution of Pepsi is not properly distributed
in time.
When they need pet bottles (7-up, Miranda) the distributor has not
provided at that time.
And the free offers or gift were not distributed properly to the retailer
in which they face problem when customer demanded free gifts.
Some outlets were complaining about the racks and freeze which is
not given to them by distributor but some place there is good
response. So more or less there is a good response of retailer towards
Pepsi distribution.
Most of the dealers want glow sign and chilling equipments, which they
are asking from long time.
Most of the consumer doesn’t like the taste of PEPSI due to its
Sweetness and low fizz.
Dealers are asking for the incentives and sales promotional schemes.
Some dealers & retailers stops selling Pepsi products because they are
not satisfied with the company, where Coca-cola fulfill some of their
demand and got the opportunity to make exclusive counter for the soft
drinks.
CHAPTER-8
LIMITATION
LIMITATION:
Every work has some limitations and in this limitation we have to do a wok As summer project is a time bound process so in which I found various limitation which are as follows:
Getting Appointment from the concern person was very difficult.
People’s mindset about the survey was also an obstacle in
acquiring complete information and positive interaction
Time and Money is also one of the important limitation.
CHAPTER-9
CONCLUSION
&
RECOMMENDATION
RECOMMENDATION:
First of all company will provide all its dealers and retailers to all sort of
promotion equipment such as glow sign board, banner, rack, freeze, etc.
in time so that they increase their sales which is benefited both retailer as
well as company.
The distribution channels need to be improving so that retailer/dealer
will get soft drinks at time when they need.
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
dealers about the service of the sales man and the distributors
Regular visit of technician is required to solve the problems of Freeze
in the market at the right time.
More improvement is required in the distribution network in the
outskirt and in the remote areas, because in the peak seasons like
summer the small dealers 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.
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.
Pepsi is a sweet and low fizz soft drink that everybody knows and so
lots of people do not like so to catch the customers Pepsi should come
out with more fizz.
Few outlets are unaware about scheme so proper communication is
necessary between distributor and dealers/retailers.
There should be more focus on 100% avaibility so that Pepsi don’t lose
sales & market share.
All mixed outlets which stock multiple products should be transferred
to exclusive Pepsi outlets.
More & more research should be made to find new segment & more
profitable market for the product.
Kids constitute the second largest segment of the soft drink market. So,
more & more fun based advertisement for the brands should be
necessary. Some life style based advertisement is also necessary.
The company strategy should be made in such a way, that maximum no
of consumer will prefer to consume Pepsi i.e. give importance to quality
control, give more importance to public awareness and in advertisement.
Dealers are the good intermediaries so the company should give more
packages to the dealer, by which they can looks towards the high sales
of this particular brand.
The company should start survey time to time to know the grievances of
retailer as well as consumers.
Some times absence of stocks annoys retailer and consumers, so
company should keep a watch to the availability of brand.
Promotional advertising must include some Indian stars (film & cricket).
Supply chain should be enhanced more then 100%.
CONCLUSION:
Pepsi & its Product Co. are the Profitable MNC’s in not only India but also
in the whole world. Its main competitor is Coca-Cola. Pepsi has built a
reputation around the world as a major player in the soft drink market as
well as the leader in the snack food industry. Currently they are facing stiff
competition from Coca-Cola, but with their various marketing ventures as
well as the selling of their restaurant franchises, Pepsi is poised to give
Coke a definite battle in the future as to which cola consumers want.
Promotional activities play a greater and important role in the entire
marketing effort being carried out by Tripty drinks (pvt.) Ltd., “to generate
more sales as well as to create and maintain an image of its product”.
Pepsi believes that “Jho Dikhta Hai Woh Bikta Hai” i.e. any product
which is visible is bound to be sold This method of sales promotion being
used by the Pepsi, through its distributors is to conduct dealer’s sales
contest during the peak seasons i.e. during April to July. In it the dealers
are given prize in the form of cases of soft drinks and gifts. In the contest
at first his or her respective distributors according to there categorize
each dealer. And then each distributor fixes a target of minimum sale for
each category to which every dealer according to his or her category has
to achieve during the contest period.
The dealers achieving highest sales over and above the target set is giving
the awards as under, the order of prizes announced are first prize, 2nd
prize, 3rd prize in terms of number of free cases of soft drinks and gifts.
APPENDIX
Retailer’s questionnaire :
Dear Retailer On behalf of pearl drink Ltd, I want to thank you for giving us the opportunity to serve you. Please help us serve you better by taking a couple of minutes to tell us about the service that you have received so far. We appreciate your business and want to make sure we meet your expectations.
This will be used only for academic purpose only
1. What method do you usually use to place your orders? Ready sale Pre sale booking Phone booking
2. How frequently you order
Daily After one day once in week
3. After implementation of Pre sale order booking system how many times in a week it happened that you ran out of stock of particular product of Pepsi? Never 1-2 times 2-4 times more than 4
4. Availability of variety of product (SKU) of Pepsi
Much Worse
Worse Same Better Much Better
5.Accuracy of order fill
100% 100- 80% 50-80% below 50%
6.Delivery van’s Ability to fill orders completely
Much Worse
Worse Same Better Much Better
7.Deliverymen Professionalism (service and behavior).
Much Worse
Worse Same Better Much Better
8. Ever missed your order yes/no if yes then what may be main reason?
Wrong order sudden change in weather change in schemes
9.How frequently he comes to take orders Daily After 1-2 days once in a week
10.At which time he usually comes to take order
Between 10-12am 12-2pm after 2pm11.Are you satisfied with PSR’s order taking timing? At what time you want him to come and take order
Yes No Time ___________ 12.PSR’s way of telling about schemes and other information
Poor Below avg average Good Best
13. Do PSR give you complete information of new products, daily schemes and the promotional offers?
Daily Sometimes occasionally other _________
Name of retailer _________________________________
Address __________________________________
_______________________________________________
Phone no._______________________________________
BIBLIOGRAPHY
Marketing Management by Philip Kotler.
Marketing research for manager by Matthew housden
WEBSITES
www.pepsi .com
www.corporate .org
www.wikipedia encyclopedia.com
www.india today.com
