2.
overviewObjectivesMethodologyAnalysisFindingsRecommendationsConclusion
3. RESEARCH OBJECTIVEPRIMARY OBJECTIVE: To Analyze relative Market
share of Pepsi in Jamshedpur SECONDARY OBJECTIVE:To evaluate and
analyze the market share of Pepsi vs. Coke indifferent areas of
Jamshedpur.To find out the sales level of Pepsi in comparison of
Coke. 4. RESEARCH OBJECTIVE SECONDARY OBJECTIVE:To find out the
dealers perception about the Pepsiproduct. To know various consumer
and retailer schemes meantfor sales Promotion.To find out the
market gaps and analyze them.To eliminate or lessen those gaps. 5.
Research methodologySurvey area:Sakchi part 1Sakchi part 1 is
classified into seven areas: Sakchi Market Kashidi Line Refugee
Colony Home Pipe Garam Nala Sakchi kabristan Gurudwara Basti 6.
Continue.. Total population:120 major retailer outlet in sakchi
part1 Target population:Out of 120 outlets I have selected 100
outlets for mysurvey. sampling method: I have used stratified
random sampling 7. Continue Data collection source1 PRIMARY SOURCE:
survey through structured questionnaire. 2 SECONDARY SOURCE:List of
retail outlets taken from the customerexecutive .Every dealer
survey (EDS) 8. Market analysisMarket share analysis: Market share
can be defined as the percentage of allsales within a market that
is held by one brand /product or company. Market share can be
measured by several waysThe two most important measures of market
share areas follows: Revenue wise Volume wise 9. Market analysis
Empty strength of the cases in the exclusiveoutlets of Pepsi and
Coke Empty strength of the cases in the mixed outlets .Other
factors :Channel wiseOutlet wiseSignage wise 10. Market
analysisVisicooler wiseVisicooler with Night guardProduct wise
share of sale of Pepsi.Market share of packaged drinking
water.Services wise 11. Outlet wise share INTREPRETATION: In the
market I found thatoutlets are classified asPepsi exclusive, Coca
Cola PEPSIexclusive and mixed outlets.28% MIXED54%COKE Outlets %
share18% Pepsi exclusive 28 % Coca Cola exclusive 18 % Mixed 54 %
12. Volume wise share INTRPETATION During my analysis Ifound that
Pepsi hascokemaximum share with38%respect to volume in pepsi 62%the
market. Volume %share Pepsi62% Coca Cola38% 13. Empty strength of
the cases INTRPRETATION: EXCLUSIVE OUTLETS: Exclusive outlets are
thosewhich only deal in PEPSIproducts or COCA COLA cokeproducts in
the market. 46% pepsi 54% Empty strength %share Pepsi54 % Coca Cola
46 % 14. Empty strength mixed outlets INTRPETATION: MIXED OUTLETS:
Mixed outlets are thoseoutlets which deals inpepsiboth Pepsi and
Coca Cola45% cokeproducts.55% Empty strength %share Pepsi 45 % Coca
Cola 55% 15. Product wise sale of Pepsi and CoCa Coladew nimbooz
limcacoca cola maid 4%12% 3% 8%5% pepsi thums upmirinda31% fanta
34% 14%9%7up spriteslice18%maza19% 21% 22% 16. Packaged Drinking
Water Wise INTREPRETATION I found in the watersegment that local
brand ofaqafinawater 14%(nutan, empty, O2, hitech) kinley 8%has
maximum share in themarket. Brands of water % sharelocalbrands
Aquafina 14% 78% Kinley 8% Local brands 78% 17. findings The demand
of slice is more than supply in the market . The services of the
pepsi is not satisfactory in theinterior areas, due to which they
were losing retailersof Pepsi .The retailers are switching to
competitorsbrand Coca cola. The supply of all the flavor is a major
issue to all theoutlets. The outlets which are in the interior are
notsupplied stock of all the flavors. 18. findings During the peak
season of the sales of cold drinks there arelots of technical
problems in the visicoolers of Pepsi in themarket which leads to
decrease in the chilled stock in theoutlets. The consumers never
purchase warm stock . The sale of Thums up (Coca cola product) is
more than thePepsi due to its strong taste which is liked by the
consumers. The schemes of the retailers and consumers are not
fullydisclosed in the market. 19. Recommendations To increase the
market Share penetration level must be increase. Thiscan be done by
Building good relationship with distributors, retailers
andconsumers. All the flavors should be available in all the
outlets. All the outlets should given proper before and after sales
services to theretailers. The production capacity of the plant
should be increased . There should be proper balance between
Production and sales. Thereshould be proper balance between the
demand and supply of the stock . 20. Recommendations The Pepsi
company should do inspection of the visicoolers before thepeak
seasons of the sales of cold drinks. The company should focuses on
the promotion and prices of Aquafinawater . The company should try
to reduce the cost of Aquafina water. The schemes, incentives and
discount should be disclosed to all theretailers and consumers to
increase the sales and profits. The company should also focuses on
the small retailers for supply ofstock and services as they are
neglected during the peak season. 21. conclusionSoft drink market
is highly diversified industry.PEPSICO is the market leader in the
study area but it lacks in necessary marketing techniques being
adopted by its main competitor COCA COLA. PepsiCo has managed to
capitalize its global brand image. 22. conclusion
