“Analysis of Marketing of Pepsi in the Market With Its Competitors”

8/20/2019 “Analysis of Marketing of Pepsi in the Market With Its Competitors”

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A

SUMMER TRAINING PROJECT REPORT

ON

“ANALYSIS OF MARKETING OF PEPSI

IN THE MARKET WITH ITS

COMPETITORS”

DELHI &

NCR

SUBMITTED IN PARTIAL FULFILLMENT OFMASTER OF BUSINESS ADMINISTRATION

2013-2015

UNDER THE GUIDANCE OF:SUMITTED Y:-

P!"#$ NEHA %AIDI&IPIN SINGH

Admn No-13GSOB201176

E'!"(( N"-13032011)*

MBA (2013-15)

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Galgotia greater noida

CONTENTS

PREFACE++++++++++++++++++$03

ACKNOWLEDGE++++++++++++++$$$05 E,ECUTI&E SUMMARY++++++++++$0*

INTRODUCTION+++++++++++++$$$0

OJECTI&ES+++++++++++++++$$10

COMPANY PROFILE++++++++++++12

ORGANI%ATIONAL

STRUCTURE+++++++++++++++$$$1)

PRODUCTS PROFILE+++++++++++$$$1

SLOGANS . LOGOS++++++++++++23 INDIAN E,PERIENCE+++++++++++$$32

RAND.PACK PROFILE++++++++++3/

RKJ GROUP++++++++++++++++*

CREDENTIALS++++++++++++++$$$/

RESEARCH METHODOLOGY+++++++$$$$5

FINDINGS . OSER&ATIONS++++++++55

ANALYSIS+++++++++++++++++5*

SWOT ANALYSIS++++++++++++++5) CONCLUSIONS++++++++++++++$$$$5

RECOMMANDATIONS+++++++++++$$*0

LIMITATIONS+++++++++++++++$)*

MAIN KEY POINTS+++++++++++++)

UESTIONNAIRE+++++++++++++$$2

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ILIOGRAPHY++++++++++++++3

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PREFACE

Summer training project is necessary part for fu!ment of

BBA course" #$e emp$asis in t$e project is pro%iding t$e

study and an insig$t into &ndian '()G Business Scenario"

#$e summer training project is designed to pro%ide

participation of *G+( program as on t$e jo, eperience"

#$is $as gi%en a c$ance to try and appy t$e academic

.no/edge and gain insig$t into corporate cuture" #$is $eps

in de%eoping decision-ma.ing a,iities and emp$asies onacti%e participation ,y t$e student"

& undertoo. my *roject in &ARUN E&ERAGES a

eading Botter and (ar.eting partner of t$e *epsi 'oods"

+uring t$e training & $ad /or.ed on t$e project “ANALYSIS

OF MARKETING OF PEPSI IN THE MARKET WITH ITS

COMPETITORS "# PEPSI IN DELHI . NCR”$

& gained %aua,e eperience .no/edge during t$e

sur%ey" #$e *roject consists of my !ndings after ta,uation of

coected data t$en anayed concusions /ere dra/n and

!nay suggestions /ere put for/ard"

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)4#&'&)A#

#$is is to certify t$at t$e project tited “A'(44 "#

M!678'9 "# P74 ' 8;7 M!678


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ACKNOWLEDEMENT

A tas. underta.en /it$out o=ering prayers to amig$ty and

ta.ing ,essings from t$e eders is not a good ,eginning"

>i.e/ise t$e /or. competed /it$out ac.no/edging t$e

assistance to t$ose /$o /ere a/ays ,y my sides to ma.e

my e=orts fruitfu in t$e tas. eft incompete"

&n t$e ,eginning & /oud i.e to epress my sincere t$an.s to

my &nstitute teac$ers for gi%ing me an opportunity to ta.e

t$e practica eperience of /or.ing ife"

& con%ey my sincere t$an.s to (4" S( AGA4?A> @;O+

+ S);OO> O' BS&NSS for pro%iding me t$e proper

guidance for pro%iding me t$e opportunity to carry out my

summer training project e=ecti%ey and ecienty" & /oud

aso i.e to pay t$an.s to a my cassmates and friends andmy famiy mem,ers for co-operating /it$ me and $eping

me to compete t$e project"

SUMIT

CHAUHAN

A &ISEMESTER

*1355/

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E,ECUTI&E SUMMARY

#$e distri,ution net/or. of **S& is /e .no/n for its

eciency ,ut company constanty stri%es for t$e ,etterment

of t$eir distri,ution net/or. system" mp$asis of our study

/as to focus on t$e customer of company i"e" t$e retaiers"

#$e 4etai (apping of +>;& N)4 is an integra step

for t$e assessment de%eopment and ,etterment of t$is

system" #$e distri,ution system not ony comprises t$e

mo%ement of t$e products ,ut aso incorporates t$e

merc$andising of t$e product /$ic$ is %ery ,road in its

pur%ie/"

#$e project incorporates t$e anaysis of t$e

performance of **S& and pro,ing into opportunities of

increasing t$e mar.et s$are in +>;& N)4 " #$e entire

process $ad to ,e in an organied manner in order to dei%er

meaningfu resuts for t$e

purpose of decision-ma.ing" #$e project /as t$at of mar.et

researc$ /it$ sur%eys and o,ser%ations as its major p$ases

/it$ t$e o,jecti%e of gat$ering of a important information

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materia for strengt$ening t$e position of **S& in +>;&

N)4 "

INTRODUCTION

#$e *roject “A'(44 "# =!678'9 "# 74 ' 8;7

=!678 ;& N)4 Be%erage (ar.et"

#$oug$ t$e process is an ongoing one ,ut t$e decisions

$a%e to ,e ta.en on a strong ,ase supported ,y facts and

!gures and t$at too on papers" #$is support can ony ,e

pro%ided /it$ t$e $ep of an etensi%e and t$roug$ anaysis

of t$e mar.et and t$e data coected t$ereof"

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#$e (ar.eting +e%eopment )o-ordinator /$o /as t$e

ead or t$e project $ead dei%ered t$e o,jecti%es of t$e

project to us epressy and /e $ad to su,mit t$e day report

to $im aong /it$ t$e draft report" ;e /as t$e in c$arge of

t$e project and ga%e guideines and directions to approac$

t$e project"

O @7?8B7

To analyze, interpret and study the entire beverage

market of DELHI & N!

omparative study of the various brands, pa"ks and

#avors available in the market$

%nalysis of the strong and eak point of the

"ompetitors produ"ts and "ompare it ith 'E'(I$

To assess the rea"h and feasibility of the produ"t and

give the output for further investment for enhan"ing

the distribution netork along ith assessing the

e)"ien"y of the "urrent distribution system$

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%ssess the promotional measures in the "onte*t to the

sales of 'E'(I and fo"using our study on the "ustomer

of "ompany i$e$, the retailers$

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As o,%ious t$at any company is concern /it$ t$e

increase in saes of its products our project /as in ine /it$

t$e companiesC o,jecti%es and a steps incorporate in t$e

project /ere directed to gi%e an o%er%ie/ so as to attain its

o,jecti%es"

#$e mar.et researc$ conducted ,y us /as in

accordance to t$e companyCs rues and poicies /$ic$ /ere

5uite materia for t$e ecient and e=ecti%e resuts and

inferences to ,e dra/n from t$e entire process"

#$e mar.et researc$ /as conducted in compiance of

t$e gi%en guideines dei%ered to us epressy to ac$ie%e t$e

gi%en o,jecti%es /$ic$ /ere as under9

+$ 'rotability -$ Improvement

.$ (ales /$ To satisfy the "ustomers

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THE COMPANY PROFILE: PEPSI CO$

)ae, Brad$am a Ne/ Bern N") druggist /$o

formuated *epsi )oa founded *epsi )oa Be%erage ,usiness

at turn of t$e century" *epsi )oa )ompany no/ produces

and mar.ets neary 200 refres$ment ,e%erages to retai

restaurants and food ser%ice customers in more t$en 1D0

countries and territories around t$e /ord and generates

re%enue of o%er 1E ,iion doars *epsi)o ?ord

;ead5uarters is ocated in *urc$ase Ne/ 8or."

*epsi )o" is t$e /ord eader in t$e food c$ain ,usiness"

&t consists of many companies amongst /$ic$ t$e prominent

ones are P74 C"( F!8"-( P74 #"" '87!'8"'(

' P-;8 KFC ' T?" @7((" #$e group is presenty

into t$ree most pro!ta,e ,usinesses namey Be%erages

Snac.s foods and 4estaurants"

#$e ,e%erages segment primariy mar.et it *epsi diet

*epsi (ountain +e/ and ot$er ,rands /ord/ide and 7*

outside t$e "S"mar.et" #$ey are positioned in cose

competition /it$ )oca )oa inc" of SA"

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#$e Snac.s food di%isions manufacture and distri,ute

and mar.ets ot$ers snac.s /ord/ide"

#$e restaurant segment primariy consists of t$e

operations of t$e /ord/ide *ia-;ut #aco ,e and


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industry customer ,ase is pro,a,y t$e /idest and deepest

,ase in a /ord t$at is Jooded /it$ some many categories"

According to Be%erage +igest t$e customer ,ase for soft

drin.s is a /$opping DFK of reguar users in t$e nited

States" #$is represents a arge !ed of potentia customers

for *epsi )oa"

*epsi prefers to segment itsef as t$e ,e%erage c$oice

of t$e “N7< G7'7!8"'”> “G7'7!8"' N78”> "! 48

4 8;7 “P74 G7'7!8"'”$ #$ese terms adopted in

*epsiCs ad%ertising campaigns are referring to t$e mar.ets

t$at mar.eters refer to as Generation I" #$e Generation I

consumer is pro!ed to ,e ,et/een t$e ages of 1E to 2D"

#$ey $a%e $ig$ epectations in ife and are %ery mo,ie and

acti%e" #$ey adopt a ifestye of i%ing for today and not

/orrying a,out ong-term goas" #$ose *epsiCs main

emp$asis on t$is segment t$ey aso $a%e a focus on t$e 12

to 1E year od mar.et" *epsi ,eie%es if t$ey can get t$is

mar.et to adopt t$eir product t$en t$ey coud esta,is$ a

oya customer for ife"

*epsi )oa t$roug$out its 100 years of eistence $as

de%eoped muc$ strengt$" One of t$e strengt$s t$at $as

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de%eoped *epsi into suc$ a arge corporation is a strong

franc$ise system" #$e strong franc$ise system /as t$e

,ac.,one of success aong /it$ a great entrepreneur spirit"

*epsiCs franc$ise system and distri,utors is credited to ,ring

*epsi from a 7D6E gaons of soda sod in 1D03 to neary F

,iion gaons in t$e year of 1DD7"

*epsi aso $as t$e uury to spend 22F miion doars in

ad%ertising a year" #$is enormous ad ,udget ao/s *epsi to

reinforce t$eir products /it$ reminder ad%ertising and

promotions" #$is arge ,udget aso ao/s *epsi to introduce

ne/ products and %ery 5uic.y ma.e t$e consumer ,ecome

a/are of t$eir ne/ products"

*epsi aso $as $ad t$e good fortune of ma.ing %ery /ise

in%estments" Some of t$e ,est in%estments $a%e ,een in

t$eir ac5uiring se%era arge fast food restaurants" #$ey $a%e

aso made /ise in%estments in snac. food companies i.e

F!8" L /$ic$ at present time is t$e argest snac.

company in t$e /ord" *ro,a,y $ig$ on t$e ist of strengt$s

is *epsiCs ,e%erage ine up"

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*epsi $as four soft drin.s in t$e top ten ,e%erages in

t$e /ord" #$ese ,rands are P74> M"'8' D7 D78

P74> ' C7'7 F!77 D78 P74" Some ot$er strong

,rands are A Sport Sice #ropicana Star,uc.s A5ua!na

and a icense agreement /it$ Ocean Spray uices"

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C;25!=2'

P!7457'8

U'58M2'297

!

TDM

ADC

)ustomer

3-ecuti%e

+istri,uters A1B1)

4outeAgents

;eper

)ustomer

3-ecuti%e

+istri,uters 31'

4outeAgents

;eper

O4GAN&LA#&ONA> S#4)#4

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*4O+)# *OS&ON&NG O' **S& )O"

*epsi prefers to position itsef as t$e ,e%erage c$oice of

t$e “N7< G7'7!8"'”> “G7'7!8"' N78”> "! 48 4

8;7 “P74 G7'7!8"'”$

#$ese terms adopted in *epsiCs ad%ertising campaigns

are referring to t$e mar.ets t$at mar.eters refer to as

G7'7!8"' ," #$e Generation I consumer is pro!ed to ,e

,et/een t$e ages of 1E to 2D" #$ey $a%e $ig$ epectations

in ife and are %ery mo,ie and acti%e" #$ey adopt a ifestye

of i%ing for today and not /orrying a,out ong-term goas"

#$oug$ *epsiCs main emp$asis is on t$is segment ,ut t$ey

aso $a%e a focus on t$e 12 to 1E year od mar.et"

#$e ric$ deep ,ue cooring represents eterna

yout$funess and openness" (ar.eting pans i.e Y7 D(

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M'97 M"!7H G"8 '"8;7! P74H Y7 P4 ; H

$a%e made *epsi one of t$e cooest ,rands recognied

among teens in t$e top !%e and t$e ony ,e%erage product

in t$is category"

PEPSI-COLA LOGOS

#$e *epsi-)oa ogo $as c$anged many times o%er t$e

years" ;ereMs a c$ronoogica $istory of t$e %arious ogos"

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S("9'4 ' L"9"4

1ED

EBradMs +rin.

1D0

3

$iarating

&n%igorating Aids

+igestion

1D0

6

Origina *ure 'ood

+rin.

1D0

E

+eicious and

;eat$fu

1D1

F

'or A #$irsts -

*epsi9)oa

1D1

D

*epsi9)oa - &t

ma.es you

Scintiate

1D2

0

+rin. *epsi9)oa -

&t ?i Satisfy 8ou

1D2

E

*eps 8ou p

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1D2

D;ereMs ;eat$

1D3

2

Spar.ing

+eicious

1D3

3

&tMs t$e Best )oa

+rin.

1D3

+ou,e Sie

4efres$ing and

;eat$fu

1D3

E

oin t$e S/ing to

*epsi

1D3

D

#/ice as (uc$ for

a Nic.e

1D

3

Bigger +rin.

Better #aste

1D

7

&tMs a Great

American )ustom

1D

D

?$y #a.e >ess

?$en *epsiMs BestP

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1DF

0

(ore Bounce to

t$e Ounce

1DF

#$e >ig$t

4efres$ment

4efres$ing ?it$out

'iing

1DF

E

Be Socia,e ;a%e

a *epsi

1D6

1

No/ &tMs *epsi for

#$ose ?$o #$in.

8oung

1D6

3

)ome Ai%e

8ouMre in t$e *epsi

Generation

1D6

7

#aste t$at Beats

t$e Ot$ers )od

*epsi *ours &t On"

1D6

D

8ouM%e Got a >ot to

>i%e *epsiMs Got a

>ot to Gi%e

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1D7

3

oin t$e *epsi

*eope 'eeinM 'ree

1D7

6 ;a%e a *epsi +ay

1D7

D

)atc$ #$at *epsi

Spirit

#a.e t$e *epsi

)$aenge

1DE

1

*epsiMs Got 8our

#aste for >ife

1DE

3*epsi No/

1DE

#$e )$oice of a

Ne/ Generation

1DE

7AmericaMs )$oice

1DE

D

A Generation

A$ead

1DD

2

Gotta ;a%e &t

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1DD

3

Be 8oung ;a%e

'un +rin. *epsi

1DD

F

Not$ing se is a

*epsi

1DD

7Generation Net

1DD

ESame Great #aste

1DD

D #$e oy of )oa

200

0 #$e oy of *epsi

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STRENGTH . WEAKNESSES

OF PEPSI CO$

*epsi )oa t$roug$out its 100 years of eistence $as

de%eoped muc$ strengt$" One of t$e strengt$s t$at $a%e

de%eoped *epsi into suc$ a arge corporation is a strong

franc$ise system" #$e strong franc$ise system /as t$e

,ac.,one of success aong /it$ a great entrepreneur spirit"

*epsiCs franc$ise system and distri,utors is credited to ,ring

*epsi from a 7D6E gaons of soda sod in 1D03 to neary F

,iion gaons in t$e year of 1DD7"

*epsi aso $as t$e uury to spend 22F miion doars in

ad%ertising a year" #$is enormous ad ,udget ao/s *epsi to

reinforce t$eir products /it$ reminder ad%ertising and

promotions" #$is arge ,udget aso ao/s *epsi to introduce

ne/ products and %ery 5uic.y ma.e t$e consumer ,ecome

a/are of t$eir ne/ products"

*epsi-)oa pro%ides ad%ertising mar.eting saes and

promotiona support to *epsi-)oa ,otters and food ser%ice

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customers" #$is incudes some of t$e /ordMs ,est-o%ed and

most-recognied ad%ertising" Ne/ ad%ertising and eciting

promotions .eep

*epsi-)oa ,rands young" #$e company manufactures

and ses soft drin. concentrate to *epsi-)oa ,otters" #$e

company aso pro%ides fountain ,e%erage products"

*epsi aso $as $ad t$e good fortune of ma.ing %ery

/ise in%estments" Some of t$e ,est in%estments $a%e ,een

in t$eir ac5uiring se%era arge fast food restaurants" #$ey

$a%e aso made /ise in%estments in snac. food companies

i.e F!8" L /$ic$ at present time is t$e argest snac.s

company in t$e /ord"

*ro,a,y $ig$ on t$e ist of strengt$s is *epsiCs

,e%erage ine up" *epsi $as four soft drin.s in t$e top ten

,e%erages in t$e /ord" #$ese ,rands are P74> M"'8'

D7 D78 P74> ' C7'7 F!77 D78 P74 " *epsi

aso $as t$e No"1 tea in t$e nited States >ipton T7" Some

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ot$er strong ,rands are A Sport Sice #ropicana Star,uc.s

A' and a icense agreement /it$ Ocean Spray uices"

*epsi )oa i.e any company $as /ea.nesses" &ronicay

t$e one strengt$ t$at $as ,een credited for most of its

success in t$e past $as no/ ,ecome a /ea.ness for *epsi"

#$is former strengt$ is t$e franc$ise system" #$e franc$ise

system in *epsi )orporate %ie/ $as ,ecome a ia,iity" *epsi

in todayCs mar.et must ,e a,e to act as one instead of

se%era separate units"

#$e franc$ise system $as ,ecome a $urde to *epsi

,ecause many of t$ese franc$ises $a%e ,ecome %ery strong

and /i not ,e dictated ,y *epsi)o on $o/ to $ande t$eir

operations" Some of t$ese franc$ises are un/iing to support

certain *epsi products and at times produce t$eir o/n

pri%ate a,e products t$at are in direct competition /it$

*epsi products"

Secondy t$e franc$isees are not /iing to ma.e capita

ependitures to .eep up /it$ )oca-)oa /$o is a !rm

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,eie%er in rein%esting into t$eir infrastructure @)oca )oa at

present time does not operate a franc$ise ,otting system"

As mentioned earier *epsi $as tried to ee%ate t$is

pro,em ,y spinning o= t$eir interest in fast food restaurants

,ut at present time are sti guity ,y association to many of

t$e arge fountain accounts" #$e franc$ise system $as aso

a=ected fountain saes due to t$e fact franc$isees are not

/iing to ,uy epensi%e fountain e5uipment to pace in

accounts mainy ,ecause t$e pro!t margin is so o/ and

coud ta.e years to recoup t$eir in%estment" *epsi aso $as a

/ea.ness in t$e internationa ,e%erage mar.et"

nfortunatey for *epsi t$ey /ere a o$nny )ome

>ateyH into t$is arena" *epsi $as tried to enter t$is mar.et

,y trying to do in t$ree years /$at too. )o.e F0 years to do"

#$is area /i ta.e years for *epsi to mature simpy due to

)o.eCs dominance in t$e internationa mar.et and t$e strong

ties t$at )o.e $as de%eoped /it$ t$ese mar.ets and t$eir

go%ernments"

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*epsi customers ,uy neary !%e ,iion gaons of soft

drin.s per year" *epsi customers ,uy t$eir products ,ecause

of taste price pac.aging and promotiona factors and of a

/ide %ariety of ,rands" *epsi customers aso ,uy t$eir

products due to t$e $ig$ accessi,iity of *epsi ,rands"

*epsi products are distri,uted to many outets" 'or eampe

supermar.ets /$ere *epsi ,uys arge s$ef area and dispay

areas so t$e customer can !nd t$em easier %i

)on%enience stores 4estaurants (o%ie t$eaters and amost

and ot$er concei%a,e spots"

*epsi $as a competiti%e ad%antage o%er )o.e ,ecause of t$e

image it portrays" *epsi promotes itsef as t$e c$oice of t$e

“N7< G7'7!8"'”$ *epsi gets t$is ad%antage ,y

impementing suc$ arge mar.eting projects i.e *roject

Go,eH" #$is mar.eting pan /$ic$ *epsi spent 637 miion

doars o%er !%e years is to introduce t$e ne/ ric$ deep ,ue

cooring of its pac.aging" #$e ric$ deep ,ue cooring

represents eterna yout$funess and openness" (ar.eting

pans i.e t$is made *epsi one of t$e cooest ,rands

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recognied among teens in t$e top !%e and t$e ony

,e%erage product in t$is category"

Anot$er competiti%e ad%antage t$at *epsi $as is in t$eir

product (ountain +e/" (ountain +e/ $as gro/n a

staggering 7"1K o%er t$e ast !%e years" (ountain +e/ $as

a 6"3K mar.et s$are and $as recenty ,ecome t$e No" soft

drin. in America" At t$is current pace (ountain +e/ /i ,e

come t$e !rst non-coa to reac$ t$e 1,iion gaon mar. in

one year"

*epsi aso $as an ad%antage as an inno%ator in t$eir !ed"

#$ey are t$e !rst soft drin. ma.ers to introduce a ne/ one-

caorie soda caed *epsi-One /it$ just appro%ed ,y t$e '+A

Ace-


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**S&-#; &N+&AN I*4&N)

Q *epsi is one of t$e most /e .no/n ,rands in t$e

/ord today a%aia,e in o%er 160 countries" #$e company

$as an etremey positi%e outoo. for &ndia" O847 N"!8;

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Q #$is reJects t$at &ndia $ods a centra position in

*epsiCs corporate strategy" &ndia is a .ey mar.et for *epsi)o

and at t$e same time t$e company $as added %aue to

&ndian agricuture and industry" *epsi)o entered &ndia in

1DED and is concentrating in t$ree focus areas R Soft drin.

concentrate Snac. foods and egeta,e and 'ood

processing"

Q 'aced /it$ t$e eisting poicy frame/or. at t$e time

t$e company entered t$e &ndian mar.et t$roug$ a joint

%enture /it$ otas and *unja, Agro &ndustries" ?it$ t$e

introduction of t$e i,eraiation poicies since 1DD1 *epsi

too. compete contro of its operations" #$e go%ernment $as

appro%ed more t$an ST 00 miion /ort$ of in%estments of

/$ic$ o%er ST 330 miion $a%e aready Jo/n in"

Q One of *epsi)oCs .ey strategies /as to de%eop a

competey oca management team" *epsi $as 1D company

o/ned factories /$ie t$eir &ndian ,otting partners o/n 21"

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The to advertisements tags0 1yehi hai right "hoi"e baby2

and 1nothing o)"ial about it2 immediately ring a bell3 it2s got

to be 'epsi$

#$e ad%ertisement tag ‘yehi hai right choice baby’

/as t$e !rst UHingi!h’ sogan e%er used in t$e in t$e &ndian

mar.et" #$is sogan pro%ed to ,e t$e ,est suited one for

*epsi and it /as a mega $it and at t$at moment of time"

*epsi in a s$ort span of its operations in &ndia $as found

a pace in t$e $earts and minds of t$e &ndian consumers" #$e

success $as primariy ,een due to t$e inno%ati%e and

passionate &ndian team /$ic$ $as ,een ,uit o%er t$e years"

*epsi is a trendsetter managed and run ,y &ndians /$ere

important decisions are ta.en ocay"

*epsi started its operations in &ndia in 1DED and since

t$en *epsi)o $as set up a fuy integrated operation in &ndia

%i" (anufacturing 4esearc$ +e%eopment (ar.eting

+istri,ution and 'ranc$ising- co%ering fruitV%egeta,e

processing ports Snac. 'oods Be%erages" &n t$e mean

35


36/99

time *ia ;ut and 'rito >ayCs are t$e eampes in t$is regard

ony"

*epsi $as 0 ,otting pants in &ndia out of /$ic$ 16 are

company o/ned and 2 are o/ned ,y &ndian franc$isees"

One of t$e major payer in franc$isee is 4


37/99

#$is group $as ,roug$t name and fame to t$e *epsi as

in a t$is regions *epsi is at t$e commanding position and in

t$e mean t$is group $as di%ersi!ed itsef into ice cream

suiting and s$irtings restaurants ,eer pant in (auritius

edi,e oi pant in Sri >an.a

PEPSI-COLA IN INDIAN SCENARIO

Since t$e entry of *epsi-)oa to &ndia in 1DED t$e soft

drin. industry $as under gone a radica c$ange" ?$en *epsi-

)oa entered *are /as t$e eader /it$ t$e #$ums-up ,eing

its Jags$ip ,rand" Ot$er products o=ering ,y *are incuded

>imca Godspot anot$er upcoming payer in t$e mar.et

/as t$e erst/$ie ,otter of )oca-)oa "#$re %rin&!'" &ts

o=ering incudes )ampa- )oa )ampa->emon )ampa-

Orange"

W8; 8;7 !7-7'8! "# C"?-C"( ' 8;7 I''

=!678> P74-C"( ; 8" 9" ' #"! ="!7 99!744B7

=!678'9 8" 448' 84 =!678 4;!7$ T;7 ?;!"'"("9

"# 8;7 '8( ;47 "# 8;7 C"(


38/99

• 1/)): *are aunc$ed #$ums-up and pure drin.s

aunc$ed )oca-)oa"

1//: &n Septem,er !na appro%a for t$e *epsi 'oods

>td" *roject granted ,y t$e "(abinet (o))ittee' on

economic a=airs of t$e "Ra*ee+ ,an%hi ,o+t-'

1//0: &n (arc$ "Pe#!i.(oa an% /.$#' aunc$ed

mar.ets in nort$ &ndia"

1//0: &n (ay #$e go%ernment ceared t$e *epsi-)oa

project again ,ut /it$ a c$ange in ,rand name to

"Lehar Pe#!i'0 simutaneousy it rejects t$e )oca-

)oa appication "(itra' from t$e *are sta,e $ited

t$e mar.et"

1//1: *epsi-)oa etended its soft drin.s ,usiness and

reac$ed at nationa scae" *epsi-)oa aunc$ed its

product in +e$i and Bom,ay"

1//2: &n anuary Brito foods appication is ceared ,y

t$e '&*B" *epsi-)oa and *are start initia negotiation

for a strategic aiance ,ut too. ,rea. o= after a /$ie"

38


39/99

1//3: *epsi-)oa aunc$ed "Sice an% Tee)'

captured a,out 2F-30K of t$e soft drin. mar.et in

a,out 2 years"

1//: *epsi ,oug$t

"D$&e! 1 Sone!'-

1//5: *epsi-)oa unc$ed cans $a%ing capacity of

330m in %arious Ja%ors

1DD69 P74-C"( "=748? ' '87!'8"'(

"7!8"'4 ?"=@'7 '8" P74-C"( C"='$

I'87!'8"'( ' "=748? "7!8"'4 ?"=@'7 '8"

"'7 @4'744 '8 ?((7 45rito3lay ompany6$

1DD79 P74-C"( @!"9;8 47irinda 8range6

""487 8" 45anta6$

1//: *epsi-)oa aunc$ed "Mirin%a Le)on' opposite

to "Li)ca'-

1///: *epsi-)oa aunc$ed "Diet Pe#!i' in can and

1"F >it" "PET' ,otte for $eat$ conscious peope"

2001: *epsi-)oa aunc$ed Sice in "Tetra' *ac."

2003: *epsi-)oa aunc$ed "Pe#!i B$e' to get t$e

fa%our of /ord cup season"

39


40/99

2005: *epsi-)oa aunc$ed (irinda in "Stra2 Berry'

Ja%our to get t$e fa%our of mo%ie Batman"

PEPSI-COLA PHRASES

T;7 P74-C"( =!678'9 ;!47 ;4 (4" ?;'97

=' 8=74

1D0D-1D3D9+eicious and ;eat$fu

1D3D-1DF09#/ice As (uc$ 'or A Nic.e #oo

1DF0-1D639#$e >ig$t 4efres$ment

1DF3-1D619Be Socia,e

1D61-1D639No/ &tMs *epsi 'or #$ose ?$o #$in. 8oung

1D63-1D679)ome Ai%e 8ouMre &n #$e *epsi Generation

1D67-1D6D9#aste #$at Beats #$e Ot$ers )od

1D6D-1D739 8ouM%e Got A >ot #o >i%e *epsiMs Got A >ot

#o Gi%e

1D73-1D7F9oin #$e *epsi *eope 'eeinM 'ree1D7F-1D7E9;a%e A *epsi +ay

1D7E-1DE19)atc$ #$at *epsi Spirit

1DE1-1DE29*epsiMs Got 8our #aste 'or >ife

1DE3-1DE39*epsi No/

1DD0-

1DD9

1DDF- 200

200- no/

*epsi #$e )$oice Of A Ne/ Generation

*epsi not$ing ocia a,out it

8e$ di mange more @*epsi &ndia

40


41/99

41


42/99

**S& R B4AN+S

AN+ *A)< *4O'&> B4AN+ *A)


43/99

'>AO4 *A)


44/99

COLA C!@"'87 S"#8 D!'6:

PEPSI

MIRANDA ORANGE

MOUNTAIN DEW

)UP

44


45/99

MANGO:

SLICE MANGO

MINERAL WATER:

AUAFINA

45


46/99

THE RKJ GROUP

&t can ,e said /it$ a,soute certainty t$at t$e 4


47/99

@&ndia *ri%ate >imitedX in &ndia" &t $as ecusi%e franc$ise

rig$ts for Nort$ern astern &ndia" &t $as tota 27 *ia ;ut

4estaurants under its company"

#$ey $a%e di%ersi!ed into education ,y opening t$eir

!rst sc$oo in Gurgaon under t$e management of D7(;

P@(? S?;""( S"?78$

)ompanies are medium sied professionay managed

unisted and cosey $ed ,et/een &ndian *romoters and

foreign coa,orators"

#$e group added anot$er feat$er to its cap /$en t$e

prestigious *epsi)o &nternationa Botter of t$e 8earH a/ard

/as presented to (r" 4"


48/99

(AO4 )4+N#&A>S

A4N B4AGS >&(+ 4)&+ GOLD

STANDARD AWARDH 'O4 *4O+)#&ON YA>

)ON#4O> 'O4 #; 8A4 1DD6-1DD7"

A&*4&A G4O* ?AS A++G+ “EST OTTLER”

O# O' (O4 #;AN 2000 BO##>4S A>> O4 #;

?O4>+ 'O4 #; 8A4 1DD6-D7"

LOCATIONS OF OTTLING PLANTS OF PEPSI IN INDIA

48


49/99

THE MARKET RESEARCH PROCESS

#$e entire project /as di%ided into !%e p$ases and

eac$ p$ase $ad its indi%idua signi!cance and suppemented

eac$ ot$er" #$e process $ad to ,e started from t$e grass

root e%e and it /as %ery important to understand t$e

mar.et for t$is '()G product /$ic$ is %ery fast in

production distri,ution and consumption"

T;7 B7 ;474 '8"


50/99

B- Retai Trac&ing

(- (or#orate Trac&ing

D- Anay!i! o3 4n%ing an% ob!er+ation!

E- Segregating DELHI 1 N(R 3or 5AP an% SAP

#$e entire process /as more of a +escripti%e

4esearc$ type and incorporated a forma study of t$e

speci!c pro,ems faced ,y most '()G companies an

eporing t$e opportunities in t$e untapped mar.et" #$e

sur%ey /as conducted on t$e ,asis of **S& product

preference and e%auation of saes forecast in t$e ne/ and

underde%eoped mar.et incuding t$e e%auation of t$e

ad%ertising and promotiona measures" #$e data coected

$ad to ,e systematicay arranged anayed and reported in

a form congenia to ta.e on t$e spot decisions"

#$e o,ser%ation approac$ /as adopted in t$e process

,y gat$ering t$e data essentia and materia for t$e decision-

ma.ing and /it$ cear o,jecti%e of increasing t$e mar.et

s$are of **S& in t$e +>;& N)4 mar.et" )ustomer

preferences and satisfaction /as aso important in assessing

t$e mar.et s$are ,ut t$at /as %ery cear t$at customers

generay do not $a%e oyaty to/ards t$e product in t$e

50


51/99

Be%erage industry rat$er /$at matters t$e most is t$e

product a%aia,iity /$ic$ /i ,e discussed ater"

A t$e p$ases mentioned a,o%e $a%e ,een discussed

aong /it$ t$e o,ser%ations pro,ems and ot$er dimensions

/$ic$ $a%e ,een encountered and eperience in detai in t$e

foo/ing pages"

51


52/99

A$ ROUTE RIDING :

#$e Be%erage &ndustry or to ,e more speci!c t$e Soft +rin.s

&ndustry $as one of t$e most acti%e net/or. in term of its

production suppy distri,ution mar.eting consumption and

aso persona reations at t$e %ery second e%e of its

distri,ution net/or." #$at is t$e reason /$y it is sometimes

said to ,e &7! F48 M"B'9 C"'4=7! G""4”$

+ue to t$e a,o%e stated reason it ,ecomes %ery

essentia to study and anaye t$e mar.et of t$ese products

from t$e grass root e%e" So in t$e Soft +rin.s )ompany as

**S& route riding ,ecomes t$e !rst and foremost step in

any of t$e acti%ities to ,e underta.en ,e it any ocia so /e

/ere no eceptions"

+uring t$e %ery initia days /e /ere re5uired to

eercise 4oute 4iding t$e o,jecti%e of /$ic$ /as9

• To understand and analyze the market in its ra and

basi" form$

• To gain an in depth knoledge of the mer"handising

and pro"essing a"tivities of the !oute %gents and

understand the 9everage market$

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53/99

• To undertake the "omparative study of the various

brands and #avour pa"ks of all e*isting beverages or

soft drinks mar.et and t$e mar.et s$are and gro/t$

potentia of eac$ ,rand indi%iduay"

To develop innovative ideas to enhan"e the distribution

system$

4oute 4iding is ,asicay accompanying *epsi ans

aong /it$ t$e route agents and understanding t$e /ay t$ey

conduct merc$andising acti%ities rig$t from t$e c$arged

%ans ea%e t$e depot to t$e entry of empty %ans ,ac. to t$e

depot" #$e 4oute 4iding p$ase /as for t$e initia t/inty days

in /$ic$ /e $ad co%ered t/enty di=erent routes"

#$e 4oute 4iding is a crucia p$ase ,ecause t$e actua

deaing /it$ t$e retaiers and t$eir deaing /it$ t$e

customers can ,e %ery ecienty understood t$roug$ t$is

process /$ic$ is important at a e%es of decision ma.ing in

t$e industry"

53


54/99

#$e 4outes i"e" t$e *epsi ans /ere c$arged and eft

t$e depot ,y 7930 in t$e morning accompanied ,y t$e 4oute

Agent @4"A"Cs" #$e 4ACs /ere gi%en t$e route panners and

t$e particuars of t$e products Ja%ors and 5uantities aong

/it$ t$e ,iing materias" #$e %ans $ad to co%er t$e entire

route and t$e 4A $ad to do t$e merc$andising and saes

against cas$ /$ic$ /as a signi!cant feature of t$is industry"

#$e targets /ere gi%en t/ice or t$rice in a /ee. t$at /as a

c$aenge for t$em and after ac$ie%ing t$ese targets t$e

4ACs /as a/arded /it$ some specia incenti%es" As t$ere

eists a payer i.e )oca )oa" So it $ad a ot to do /it$

sc$emes discounts and ot$er incenti%es"

#$e routes /ere aocated on t$e ,asis of indi%idua areas

and t$e demand of t$e product in t$at particuar area" #$e

4ACs ,een responsi,e for t$e accompis$ment of t$eir saes

target on t$eir routes and /as gi%en incenti%es on ac$ie%ing

t$e targets" Not ony t$is t$e

4ACs aso $ad t$e responsi,iity of mo%ing t$e Ja%ors and

pac.s in proportion aong /it$ t$e proper dispay of t$e

54


55/99

products for proper %isi,iity and arrangement of products in

,rand order aong /it$ &ISI !8”"

#$e 4ACs $ad t$e responsi,iity of setting up 7onopoly

**S& Saes )ounters /$ere no products ecept t$at of **S&

/oud ,e a%aia,e amongst t$e soft drin.s and especiay of

)oca )oa" #$ese monopoy saes counters enjoyed specia

,ene!ts in terms of dis"ounts, s"hemes, :I(I2s ;fridges


56/99

t$eir assigned areas" A )ustomer ecuti%e $ad nine to ten

4ACs under $im and /as responsi,e for t$eir performances

as /e" ;e /as aso concerned /it$ t$e promotiona

acti%ities on $is routes and $anding of poicy matters in t$e

corporate regarding suppy to industria canteens and

cafeterias"

?e as 4esearc$ trainees /ere re5uired to study and anaye

t$e acti%ities of t$e 4ACs and ,e famiiar /it$ t$e mar.et" ?e

$ad ,een pro%ided (ar.et Anaysis S$eets ,y t$e (+) in

/$ic$ /e /ere re5uired to record t$e o,ser%ations of t$e

retai outets on a particuar route"

#$e o,ser%ations /$ic$ /ere re5uired to ,e recorded in

/ere9

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57/99

• The =uantity of the "old and arm sto"ks of all brands

and #avors available at the outlet along ith the outlet

details$

• In=uiring about the satisfa"tion of the retailers in terms

of sales of 'E'(I produ"ts, s"hemes, dis"ounts, "ombo

o>ers, and the benets of promotional a"tivities$

• In=uiring about the satisfa"tion by the "urrent

distribution netork in "onte*t to produ"t availability of

all #avors pa"ks or individual #avors a""ording to

demand of "ustomers, rates billings$

• In=uiring about the behavior and mer"handising of !%2s

in a""ordan"e ith the "ompanies2 regulations and

re"ord "omplaints against !%2s, "ompany or produ"ts, if

any$

• In=uire about the performan"e of various brands and

#avors pa"ks and "ustomer2s response to those brands

or #avors and also to edu"ate the retailers about

57


58/99

various s"hemes and in"entives to in"rease sales

volume$

• Last but not the least, assessment of the e>e"tiveness

of, assessment of the e>e"tiveness of promotional

materials and a"tivities like, display boards, glo signs,

signage, all paintings, posters, banners, ra"ks,

shelves, "ounters, :I(I2s, and also impa"t of nation

ide advertising on brand loyalty by the "ustomers$

#$e information so coected /as re5uired to ,e !ed in

t$e (ar.et Anaysis S$eet @specimen on t$e net page and

reported to t$e (+) aong /it$ ot$er information in order of

t$eir seriousness"

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59/99

$ RETAIL MAPPING OF DELHI . NCR 9

#$e 4etai (apping is t$e integra part of t$e project

and t$e most crucia is ta.ing signi!cant decisions regarding

t$e en$ancement of t$e distri,ution net/or. in%o%ing $ea%y

in%estment on account of increasing t$e routes and starting

ne/ routes and promotiona measures on t$ose routes to

increase its mar.et s$are in +>;& N)4 N)4" #$e ne/

routes eporing ne/ mar.ets re5uired t$e decision to ,e

supported /it$ facts and !gures /$ic$ $ad to ,e pro%ided ,y

t$e 4esearc$ trainees on t$e ,asis of t$e sur%ey conducted

in t$e mar.et and processed data t$ereof"

#$e retai mapping $ad to ,e conducted on t$e ,asis of

t$e 4etai #rac.ing S$eet @4#S /$ic$ $ad ,een de%eoped

,y t$e (ar.eting +e%eopment )oordinator and )ustomer

ecuti%es of t$e +>;& N)4 N)4 unit /$ic$

incorporated t$e retai outets t$eir addresses proprietor

respondent etc and ser%ed as a %ita data,ase for a mar.et

since t$en for **S& in +>;& N)4 and $ad to ,e

incorporated in t$e project in accordance to t$e companies

poicies"

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60/99

OJECTI&ES OF RETAIL MAPPING:

(egregating entire DELHI & N! for (trong %rea

'rogramme and ?eak %rea 'rogrammer i$e$ 0 SAP and

5AP-

• %ssessment of retailer2s performan"e$

• %ssessment of the level of promotional measures

re=uired for in"reasing market share of 'E'(I$

• olle"tion of re=uired information for making

investment de"isions for the enhan"ement of e*isting

routes and opportunities for ne routes in e*isting

market as ell as e*ploring ne market$

• lassi"ation of all retail outlets in DELHI & N! into

ve broad "ategories viz, On Ro$te0 Non E6i!tence0

Non Potentia0 Reachabe and Non Reachabe

under the head, Potentia Retai O$tet!-

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#$e duration for t$e competion of t$e 4etai mapping

too. duration of 20 days" #$e entire sur%ey /as guided and

directed ,y t$e )ustomer ecuti%e and +aiy report $ad to

,e presented to $im after assessment and anaysis aong

/it$ ot$er !ndings and o,ser%ations" #$e +ata $ad to ,e

cassi!ed in a systematic manner and presented in a

prede!ned format /$ic$ /as furt$er re%ie/ed ,y t$e

(ar.eting +e%eopment )oordinator"

#$e 4etai (apping process incorporated of incuding of

ne/ outets /$ic$ $a%e ,een omitted or ne/y opened and

t$e product a%aia,iity on a t$ese outets" #$e major t$rust

/as on segregating t$e mar.et for (trong %rea 'rogramme

and ?eak %rea 'rogramme$

#$e Strong Area refers to t$e routes on /$ic$ t$e

saes targets are met /it$out muc$ e=ort and $a%e

continuous demand for t$e products" #$ese areas are

performing to t$e standards and are contented /it$ t$e e%e

of promotion sc$emes and ot$er saes ,oosting measures"

#$e mar.eting e=orts are nomina in t$ese areas ,ecause of

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62/99

t$e surpus demand and t$e area of concern is ony to

ensure t$e proper and ecient suppy of t$e products to

meet t$e demand" &n t$e +>;& N)4 mar.et approimatey

32K of t$e mar.et can ,e said to ,e strong areas and t$ese

areas incude t$e /e-de%eoped mar.ets as 4;"'9

=((4> ="B7 8;78!74 ?"'B7'"4> ;"87(4> !748!'84

' @!4 78?" 'or t$ese Strong areas SA* ony aims at

maintaining t$e performance of t$e product and en$ancing

t$e saes %oume" &t is not t$e area of serious concern for t$e

company"

On t$e contrary t$e 5ea& Area refers to t$ose areas or

routes /$ic$ are criticay o/ in saes and t$e targets are

toug$ to ac$ie%e and re5uire aggressi%e mar.eting support"

#$e demand in t$ese areas is Juctuating or rat$er fee,e"

#$e routes are t$e area of concern for t$e company as t$e

demand is %ery o/ due to many reasons and t$e major one

is t$e eistence of t$e payer i.e )oca )oa in t$e mar.et"

Ot$er reasons coud ,e poor distri,ution net/or.

inade5uate a%aia,iity of t$e products on t$e outet

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inade5uate promotiona measures and mar.eting support

unde%eoped mar.et as t$at of t$e interiors etc"

#$ese /ea. areas $ad to ,e identi!ed and t$e cause of

t$eir inferior performance $ad to ,e traced t$roug$ t$e

4etai (apping and t$e company $ad to ,e pro%ided /it$ t$e

facts and !gures to ta.e egitimate measure on t$e ,asis of

t$e !ndings of t$e de!cient performance of t$e product in

t$ese areas" #$is in%o%ed t$e aggressi%e mar.eting strategy

and $ea%y in%estment decisions to strengt$en t$ese

mar.ets" 'or t$is purpose t$e cassi!cation of t$e outets into

!%e categories /as %ery crucia aong /it$ t$e ot$er !ndings

and o,ser%ations discussed ater" #$ese !%e $eads of

cassi!cation $a%e ,een discussed as under"

ON ROUTE :

&t refers to t$e retai outets /$ic$ are co%ered ,y t$e

4oute Agents and %isited daiy for saes and

merc$andising" #$e outet is %isited daiy and acti%ey

in%o%ed in t$e saes of a ,rands and Ja%or pac.s of

**S&"

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NON E,ISTENCE:

&t refers to t$e outets /$ic$ /ere merc$andising t$e

product are no more in eistence i"e" t$ey $a%e

di%ersi!ed t$eir ,usiness acti%ity or $a%e cosed"

NON POTENTIAL9

&t refers to t$ose outets /$ic$ are in eistence ,ut

$a%e %ery o/ potentia in terms of saes or are not

.eeny interested in merc$andising t$e products of soft

drin."

A carefu assessment $ad to ,e done in case of Non

*otentia outets as t$ey /oud turn to ,e potentia in

near future" &t /as aso t$e area of operation of project

to moti%ate t$ese Non *otentia outets to underta.e

t$e merc$andising of **S&"

POTENTIAL OUTLETS :

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65/99

&t refers to t$ose outets /$ic$ $a%e t$e potentia for

t$e merc$andising of **S& and $a%e t$e re5uired

in%estment capa,iities and can ,e t$e pro!ta,e

*oint Of *urc$ase of **S& ,y t$e customers" #$ere

/ere cases in case of t$ese potentia outets /$ic$

/ere aready merc$andising **S& and t$ose /$ic$

did not deat /it$ ,e%erage products" #$e

possi,iities of setting monopoy counter /ere %ery

fair at t$ese outets and /ere gi%en specia attention"

#$e *otentia outets $ad to ,e furt$er cassi!ed in

t/o $eads as ,eo/9

o REACHALE POTENTIAL OUTLETS :

&t refers to t$ose *otentia outet /$ic$ are

reac$a,e i"e" t$e products can ,e made a%aia,e

/it$ t$e **S& %ans" #$e reac$a,iity decision $ad

to ,e ta.en in contet to t$e accessi,iity of t$e

%ans at t$ese outets"

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66/99

o NON REACHALE POTENTIAL OUTLETS :

&t refers to t$ose *otentia outets /$ic$ are not

accessi,e ,y t$e **S& %ans" #$ese outets $ad to

,e considered ,ecause t$e saes %oume can ,e

increased at t$ese outets and so aternati%e

met$od of distri,ution and promotiona acti%ities

$a%e to ,e e%auated and /or.ed upon"

CORPORATE MAPPING 9

+>;& N)4 ,eing an entirey industria city $ad $uge

potentia for t$e saes of **S& in corporates as t$ese

concerns $ad factories oces and canteens and t$e ocias

and /or.ers ,ase /as %ery strong" #$e process of 4etai

(apping /as foo/ed ,y t$e )orporate (apping /$ic$

incorporated of tracing of t$e organiations and assessing

t$e mar.et for **S& in t$ese areas" Apart from t$ese t$e

data,ase $ad to ,e updated to turn t$e non-potentia mar.et

in t$e corporate into pro!ta,e iaisons for t$e increment of

saes %oume"

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THE OJECTI&ES OF CORPORATE MAPPING WERE:

Tra"e the organizations ith and ithout "anteens

and "afeterias and estimate the market for 'E'(I$

Estimate the brand preferen"e of 'E'(I and 8@E in

the "orporates and the reasons thereof$

To revie the produ"t performan"e and satisfa"tion

along ith the e*pe"tations of the "ustomers in

"orporates in"luding 'E'(I Dispenser E=uipments$

To assess the produ"t availability and demand of the

produ"t ;Tra)"< in these organizations as ell as

hen the produ"t has the optimum "onsumption e$g$

daily, delegations, meetings, parties, or other

o""asions and the "ustomers i$e$, hether the

o)"ials or orkers or both$

To ensure e)"ient supply and re"ord any "omplaints

or grievan"es thereof$

To assess the promotional measures being adopted

by o"a ola for tapping these markets and lo"ate

the eak points in "orporates having o"a ola

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"ounters to "onvert them into protable

opportunities$

#$e )orporate (apping /as t$e suppementary

programme in t$e project to ,oost t$e saes performance of

**S& in +>;& N)4 and capture t$e mar.et s$are of its

nearest competitor" #$e anaysis and !ndings /ere recorded

on t$e format pro%ide ,y t$e company accompanied ,y t$e

ist of !ndings and o,ser%ations in order or t$eir preference

and seriousness aong /it$ a t$e ree%ant detais a,out t$e

organiation" #$e matters /ere discussed and anayed

carefuy ,y t$e (+)"

#$e corporate matters $ad to ,e gi%en a specia care as

t$ese $ad $uge potentia for t$e product" #$e specimen copy

of t$e )orporate (apping format is attac$ed for reference"

#$e !ndings and o,ser%ations $a%e ,een discussed in t$e

coming pages"

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ANALYSIS OF FINDINGS AND

OSER&ATIONS:

#$e main o,jecti%e of t$e company is to increase t$e

,rand preference and mar.et s$are so any information

materia form t$is point of %ie/ $ad to ,e ta.e into account

aong /it$ t$e formats pro%ided ,y t$e company for

prede!ned information recording and anaysis of t$ose

recordings and present t$e information in an organie and

systematic manner in a condensed form reJecting t$e actua

position of t$e mar.et"

#$e information $ad to ,e recorded in t$e format aong

/it$ t$e ree%ant information as per t$e o,jecti%es of t$e

researc$ and an anaysis of t$at information $ad to ,e made

and present t$em in an understanda,e format so t$at

immediate inferences can ,e dra/n" Generay t$ose

information $ad to ,e presented in percentages and t$e

ot$er !ndings and o,ser%ations $ad to ,e e%auated and a

ist of !ndings $ad to ,e arranged in order of t$eir

seriousness and areas of serious concern aong /it$ t$e

outet detais"

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After t$e anaysis s$eets and formats $a%e ,een

surrendered to t$e )"Cs after anaysis ,y t$e trainees it /as

furt$er anayed and e%auate ,y $im and a ,rief anaysis

/as made eac$ day of t$e daiy report" #$e )Cs furt$er

for/arded t$ese reports after retaining t$e reference copy

to (+) for furt$er re%ie/ and reference"

E$ SEGREGATION OF DELHI . NCR :

As discussed earier t$at t$e major o,jecti%e of t$e

4etai (apping of +>;& N)4 /as to segregate t$e mar.et

for **S& for t$e Strong Area *rogramme and t$e ?ea. Area

*rogramme" #$ese *rogrammes $a%e ,een discussed under

t$e 4etai (apping ;ead" #$e +ata and fact coected ,y t$e

sur%ey $ad to ,e anayed and presented in a systematic

form in order to dra/ meaningfu inferences"

#$e !nding of t$e 4oute 4iding and t$e Sur%ey

conducted during t$e 4etai (apping and t$e )orporate

(apping /ere com,ined toget$er and anayed toget$er to

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reac$ a !na report ie t$e !ET%IL 7%''INA (B77%!C or THE

8NDEN(ED D!%5T !E'8!T /$ic$ ga%e t$e entire picture

of t$e actua position if **S& in +>;& N)4 " #$e report so

prepared /as on t$e ,asis of t$e 4etai #rac.ing S$eet and

t$e ot$er suppementary !nding and o,ser%ations /ere

considered to reac$ a consensus of decaring t$e route as a

/ea. area or a strong area"

#$e reports /ere anayed t$oroug$y ,y t$e )ustomer

ecuti%es and a meeting /as $ed for t$e assessment of

t$e routes and t$e reasons of unfa%ora,e performance in

t$e /ea. areas and $o/ to impro%e t$e saes on t$ose

routes" #$e discussion comprised of t$e furt$er in%estments

for t$e en$ancement and etension of t$e routes and t$e

e%e of promotiona measures re5uired in t$ese areas" #$e

performance of )oca )oa /as aso re%ie/ed simutaneousy

and a comparati%e study /as made to assess t$e

performance and gro/t$ in t$e industry" #$ese data and

!gures /ere compared /it$ t$at of t$e ast year and a

gro/t$ percentage /as reac$ed /$ic$ aso ser%ed as a ,asis

of decaring an area as a ?ea. Area"

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As aready mentioned 'E'(I is a :57A so t$e

mar.eting strategies are going to ,e %ery dynamic in nature"

#$e )ustomer ecuti%es $ad to formuae day to day

strategies and t$ese /ere communicated to 4ACs in t$e

morning /$en t$ey /ere going to ea%e t$e depot and t$is

interaction among 4"A"and )"" /as to ,e .no/n as ,ate

Meeting"

#$e programmes /ere to ,e ,ased on t$e seriousness

of t$e pro,ems and accordingy a mid or aggressi%e

mar.eting promotiona and in%estment programme /as to

,e formuated"

FINDINGS . OSER&ATION

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#$e reports of eac$ p$ase of t$e project $ad to ,e

suppemented ,y t$e information data facts and !gures

and signi!cant !ndings and o,ser%ation to support t$e

feasi,iity of decisions to ,e ta.en on t$e ,asis of t$e 4etai

mapping Summary or t$e )+4" #$e information so recorded

in eac$ p$ases of t$e project $ad to ,e isted in order of t$eir

ree%ance and seriousness and presented in a form to

faciitate immediate inference"

S"=7 "# 8;7 ="!8'8 "@47!B8"'4 ;B7 @77'

(487 @7("


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performing above standards apart from 'E'(I ola in

spite of the o"a ola ith to "ola #avor pa"ks i$e$,

oke and Thumps up$

The present distribution system of 'E'(I is the best in

the entire 57A industry in DELHI & N! and the

maFor strength

of 'E'(I$ The enhan"ement in the distribution netork

ould denitely in"rease the market share of 'E'(I$

The retailers played a very "riti"al role in the in"rement

in the sales volume of the produ"t and the had to be

kept satised in order to in"rease the market share by

o>ering better s"hemes, dis"ounts, display materials

su"h as :I(I2s, ra"ks, "ounter, signage, all paintings

and better amount for pur"hase of shelf spa"e for

display$

The e*isten"e of sub3dealers and super sto"kiest are

also the maFor area of problem, as they do not move

the s"hemes and other display materials and in"entives

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information to the retailers, hi"h is one of the reasons

for the dissatisfa"tion of retailers$

The "ut throat "ompetition beteen 'E'(I and 8@E

had lead to the never ending "ola ar and pri"e ar

hi"h has brought don

the prot margins hi"h is one of the maFor grievan"es

apart from the "ommon "omplains pertaining to

s"hemes, in"entives and display materials$

The other maFor issue as the supply of 'E'(I from the

bottling plants in Delhi and 'unFab against the "ompany

poli"ies$ These plants supplied the produ"ts at

dis"ounted rates and violated mer"handising prin"iples

of 'E'(I$

%nother "riti"al issue as the presen"e of dupli"ate

produ"ts of 'E'(I in the market$ The details of these

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outlets have been surrendered to the "ompany for

a"tion against these outlets$

The position of 'E'(I in the "orporates as not up to

the mark and o"a ola had a better s"ene in this

"onte*t$ 8ne of the reasons "an be assigned to the

produ"t positioning of 'E'(I and o"a ola$

ANALYSIS

MARKET STATUS OF PEPSI PRODUCT

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Pepsi; 24%

Mirinda Orange; 14%

Mirinda Lemon; 3%

Mountain Dew; 19%

Slice; 20%

Lear Soda; 4%

!"ua#ina; $%

Lear $&p; 9%

PEPSI-COLA PRODUCTS

PREFERENCE OF SOFT DRINKS IN UANTITY

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200 ML; 3$%

300 ML; 2'%

330 ML ()!*+; 2%

2 L,-; 24%

RATIO OF CONSUMPTION OF SOFT DRINKS

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PER 100 CONSUMERS

Often; 67%Dail.; 13%

Once in a wee/; 3%

*eer; 1%

,wice in a wee/; 12%

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T;7 "8;7! S8848?4 ' ''9 ;B7 @77'

!747'87 ' 8;7 #"!= "# B!"4 ?;!84 "' 8;7

?"='9 974:

+(AN+ O' SO'# +4&N


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CONSUMTION OF PEPSI RAND

RATIO OF PEPSI AND

COKE IN DELHI . NCR

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W;?; @!' !?;47 4 8;7 ="48

PEPSI Vs COKE

'$%

43 P1PS2

)O1

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SWOT ANALYSIS

STRENGTH:

1 Good mar.et penetration"

2 (oti%ated c$anne partner"

3 ?e de!ned routes"

WEAKNESS:

1 A ,rands /ere not a%aia,e in at east E0K s$ops"

2 )ompaint $anding /as not up to mar."

3 Suppy in certain area is %ery irreguar and aso route

agents are not co%ering fu routes"

*oor signage and dispay is ma.ing t$e routes /ee. for

t$e sae of *epsi"

F &nterpersona reations$ip /it$ t$e company ocias

and t$e route agent is not satisfactory"

OPPORTUNITY:

1 &t is o,ser%ed t$at in some ne/y esta,is$ing areas

many ne/ outets are opening *epsi needs to

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concentrate on t$ese ne/ outets and can graduay

increase its sae in t$ese area"

2 >arge num,er of mi outets can ,e c$anged to *epsi

ecusi%e and co.e ecusi%e to mi ony ,y uring t$em

good and ecient suppy go/ sign and cooing

e5uipments"

THREATES:

1 )o.e is t$e ony nearest competitor and it is catc$ing

up in t$e mar.et penetration t$roug$ price s.imming

and ot$er promotiona sc$eme"

2 Some oca ,rands commony .no/n as 6'?; T

T" S;'7 and t$e aunc$ of C8?; 4"#8 !'6 a

product of DS 9!" are causing decrease in sae in

some areas"

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)ON)>S&ON

#$e ,usiness of Soft +rin. industry is signi!canty

,ased upon t$e impuse ,uying so it is %ery necessary to

(erc$andise products of **S& ecienty and present t$em

in suc$ a manner so t$at it can moti%ate t$e consumer and

generate a t$irst in consumer to consummate it"

#$oug$ **S& $as a strong position in +>;& N)4

N)4 /it$ t$e support of its ecient distri,ution net/or.

aggressi%e mar.eting e=orts and ad%ertisements aong /it$

attracti%e sc$emes ,ut t$ere sti eists potentia mar.et in

+>;& N)4 N)4 to ,e epoited and a suita,e ?ea.

Area *rogramme or t$e Strong Area *rogramme $as to ,e

formuated to impro%e its mar.et s$are depending upon t$e

area under consideration"

Soft drin. ,usinessCs ,e$a%ior is not go%erned ,y ,rand

oyaty so t$e emp$asis is not ony on creating t$e mar.et

,ut aso on retaining it" #$e a%aia,iity of t$e rig$t ,rand

and Ja%or pac. at t$e rig$t pace at t$e rig$t time is a .ey

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for /inning t$e customer in soft drin. ,usiness"


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RECOMMENDATIONS

#$e *roject 4etai (apping /as concerned ony /it$

pro%iding t$e organiation /it$ a t$e necessary information

re5uired to strengt$en t$e position of **S& in +>;& N)4

in t$e form of reports incorporating a information in an

anayed and summaried form" But some critica and major

issues /$ic$ $a%e ,een identi!ed on account of etensi%e

anaysis re5uired suggestions to ,e put for/ard on t$e ,asis

of t$e current mar.et scenario"

#$ere s$oud ,e uniformity in sc$emes and discounts

/$ic$ are o=ered to t$e retaiers and s$oud ,e ,ased

on a speci!c parameter suc$ as saes %oume to a%oid

dissatisfaction and ,iasness among t$e retaiers"

Acti%ities of su, deaers and super stoc.iest s$oud ,e

controed and c$ec.ed in order to ensure fair prices

and distri,ution of sc$emes and incenti%es to sma

retaiers to a%oid discontent among sma$odings and

outets"

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%ery possi,e step s$oud ,e ta.en for t$e

satisfaction of t$e retaiers as t$ey are t$e most important

suppement to t$e saes promotion measures and nation/ide

ad%ertising campaigns of t$e company in contet of ,oosting

t$e saes and en$ancement of t$e ,rand image of **S&"

#$e operations of t$e ,otting pants of t$e surrounding

territories s$oud ,e controed in order to ensure t$at

t$ey do not suppy t$e product in ot$er territories not

under t$eir area of operation"

#$e company s$oud modify its ad%ertising strategy and

educate t$e customers a,out its age-od eistence and

en$ance its ,rand image" #$is /i appea to t$e target

customers of midde and oder age groups apart from t$e

younger generation in /$ic$ **S& $as a good $od"

'irst and foremost t$ings are t$at /$ate%er t$e poicy

is going to ,e formuated it s$oud not ,e same for a

t$e areas" +i=erent poicies s$oud ,e framed and

impemented at di=erent areas ,y oo.ing and .eeping

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%arious %aria,es in t$e mind i.e ,uying $a,its

preferences education e%e !nancia position of t$at

particuar area and standard if i%ing etc"

4ura mar.et ,eing a %ery potentia segment needs

%ery 5uic. and prompt e=orts to ,e ta.en to capture

t$is $ig$ %oume mar.et"

(any retaiers compained regarding irreguary in %isit

,y t$e eecuti%es" #$ey aso said t$at eecuti%e gi%e

%ery ,ad response to t$eir compaints" &t is necessary

t$at eecuti%e s$oud ma.e fre5uent %isit to co%er eac$

outet and try to pro%ide t$em ,est

*ouc$es foreign partices /ere found in fe/ ,ottes so

proper 5uaity contro measures s$oud ,e impemented

as companyCs reputation are at sta.e"

#$ere is a great mar.et of soda @1 >it" ,ut t$e suppy of

t$is pac. is %ery poor so t$e suppy s$oud ,e made

possi,e 5uic.y"

Yuaity of *# ,otte s$oud ,e impro%ed so t$at most

pro,ems can ,e minimied"

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Soft drin. is sti considered a treat %irtuay a uury so

it possi,e company s$oud cut do/n its price especiay

of cans"

Suppy of posters go/-sign ,oards tin ,oards ,anners

and sun pac. s$eets etc s$oud ,e made at reguar

inter%a"

)aim s$oud ,e pro%ided to t$e deser%ing retaiers"

?a painting s$oud ,e made reguary in t$e area as it

is a good medium of ad%ertisement"

*roper attention s$oud ,e gi%en to t$e retaierCs

pro,em so t$at t$ey ta.e interest to increase t$e sae"

*roper ad%ertisement s$oud ,e made at rai/ay

station ,us stand pos$ area major mar.et and

economies pace etc"

A company may create fa%ora,e impression among t$e

yout$ if t$ey sponsors sma e%ents i.e coege

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festi%as uni%ersity programs sc$oo functions fas$ion

s$o/s 5ui programs etc"

4etaiers need dispay materia" #o en$ance t$e

mar.eting of t$e product"

LIMITATIONS

#$e retaiers in many cases reuctant to ans/ered many

5uestions"

#$e respondents may ,e ,iased on inJuenced ,y some

ot$er factors"

#ime and money /ere t$e greatest imitation in

carrying out t$e sur%ey"

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A num,er of retaiers @pan-s$op ,eing iiterate it too.

us ot of time in coecting information"

#$e mere information /$ic$ /e get from t$e retaiers is

not sucient to arri%e at a concusion"

#$e seasona c$anges a=ect t$e se"

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MAIN KEY POINTS

Ser%ice aspect of agencies is %ery e=ecti%e t$ey

dei%er t$eir product according to t$e demand a just intime"

After conducting t$e mar.et sur%ey of retaier in

G$aia,ad city

& anaye t$at *epsi-)oa is dominating o%er )oca-)oa

in t$e sae of *#"

After anaying t$e mar.et and cacuate t$e /eig$tage

t$e resut comes out t$at (ountain +e/ is t$e eading

product of *epsi-)oa"

)onsumers do $a%e a demand for 200 m and 2 it"

,otte"

4etaiers $a%e pro,em in dispay materia"

(ost of t$e pace i.e cinema $a and educationa

institutions are dominated ,y *epsi-)oa"

4etaiers $a%e compaint regarding t$e *# t$at more

,etter 5uaity ,otte s$oud ,e used"

A5ua!na @*epsi-)oa in G$aia,ad city dominated


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&t /as seen t$at >e$ar Soda @1 it" in particuar remains

s$ort during t$e season"

&n t$e mar.et t$ere is ony a retaier on /$ic$ t$e sae

of t$e di=erent product of di=erent company depends"

UESTIONNAIRE

N=7 :

A!744 :

C"'8?8 N"$ :

$1$ Are your customer satis!ed /it$ *epsi P

$ yes @$ no

$2$ +o you pro%ide $ome dei%ery of *epsi

$ 8es @$ no

$3" ;o/ many $ousesP

$$ ?$ic$ ,rand of soft drin. do you seP

" Ony *epsi-)oa @$ Ony )oca )oa ?$Bot$"

$5$ ?$ic$ 5uantity of soft drin.s you $a%eP

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$ 200 m @$ 300 m ?$ F00 m

$ 2 it" 7$ A"

$*$ ?$ic$ ,rand of soda do you seP

$ >e$er Soda @*epsi-)oa @$


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$12$ ?$ose rac.s do you o/nP

$ Ony *epsi-)oa @$ Ony )oca )oa ?$Bot$"

$13$ &s t$ere increase in saes due to dispay of t$e rac.sP

$ 8es @$ No"

$1$ A%aia,iity of go/ ,oards pro%ided ,y companyt$roug$ promotiona sc$eme"

$ 8es @$ No"

Y"15" Are your customer SA#&S'&+ of **S& sc$emes P

$ 8es @$ No ?" )ant Say

Y"1*" &s t$e ,rand of pepsi is $ig$ on your saeP

" yes @" no ?" cant say

$1)" " ?$at Ktage increase in sae you get after t$esc$emes o=ered ,y **S&P

" F-1FK @"2F- 30K ?" more t$an F0

$1

200 ML 300ML

PCI CC, PCY CC,

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STOCKREGULAR

*00 ML 2 LIT

STOCKPET

PCI CC, PCI CC,

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ILIOGRAPHY

M!678'9 M'97=7'8 @?ritten ,y *$iip

“Analysis of Marketing of Pepsi in the Market With Its Competitors”

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Transcript of “Analysis of Marketing of Pepsi in the Market With Its Competitors”