Pepsi Saurabh Singh

8/3/2019 Pepsi Saurabh Singh

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ONTO evaluate the competitive Strength of Pepsi in a

given market place to improve its competitive

edge in the market place.

GORAKHPUR CITY

FOR

PEPSI

BACHELOR OF BUSSINESS

ADMINISTRATION(2006-2009)

SUBMITTED BY:-SAURABH SINGH

UNDER THE SUPERVISION:MR. YASH SHRIDHAR MR. RAJAT VERMA

(ASSISTANT FACULTY) (PROJECT GUIDE)IISE LUCKNOW PEPSICO. INDIAHOLDING PVT.LTD. GORAKHPUR (U.P)GORAKHPUR (U.P)

INTERNET INSTITUTE OF SPECIAL EDUCATION.

(AFFLIATED TO Dr. B.R. AMBEDKAR UNIVERSITY,AGRA)


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ACKNOWLEDGEMENT

It is really a great moment for me to present this report of my summertraining.

Dedication, hard work and application are vital for achieving any goalbut these are also awarded by guidance/co-operation and

proper assistance. A number of persons have given theirprecious time and ideas to complete the report.

I am highly indebted to Mr. Nitin Bhandari (T.D.M), Pepsi Co. LtdLucknow, who kindly gave me opportunity in this organization.

I also wish to express my sincere gratitude to Mr. Rakesh Shukla(ADC) in Lucknow for this help and proper assistance without which

this report could not have been complete.

I am highly thankful to Mr. Mukund Mathur (Customer Executive) andother customer executives of warehouse, distributers who have provided mewith their great help ,generosity and enthusiasm that enable me incompleting this project.

I am greatly indebted to Mr. Yash Shridhar (Faculty Member) ofInternet Institute of Special Education , Lucknow who arranged my summer

training in this organization.

Saurabh singh


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PREFACE

As a part of BBA curricular summer training was undertaking with

Pepsi Co. India holding Ltd. One of the biggest soft drinks makers inthe world.

The summer training went for one months i.e.04-06-08 to 04-07-08.

The purpose of this training was to have practical experienceexperience of working in marketing organization to have expousure tovarious management practices in the field of marketing.

During this training apart having the practical experience thisproject was assigned to me.

The report is an attempt to go through the details of penetration ofpepsi and to study the strategy of the organization to gain to the marketshare.

No professional curriculum is considered complete without workexperience. Every individual who is doing management studies has toundergo this phase to practical study before he/she can considerhimself/herself fully qualified as a potential manager

.


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EXECUTIVE SUMMARY

This project report is prepared for submission to the in Internet Institute of

Special Education , Lucknow partial fulfillment for the degree of

"Bachelor of Business Administration.

This project was prepared during work the eight weeks as summer

trainee in Pepsi Co. India holding Ltd, Gorakhpur on the topic of "Every

dealer survey for different segments of Pepsi share Gorakhpur.

For every human being there are basic necessities like food, shelters

water, air etc. Without which no human being can service. Water is

consumed in different from for instance tea and coffee is preferably

consumed in winters and soft drinks are mostly preferred in summers.

The average human body requires at least six once of liquid

everyday to service. The Indian mythology " Jal Hi Jeevan Hai " is proven

by science and technology.


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The Indian cola Industry wants to offer Pepsi to consumer in place

of water and to provide slice in place of fruit, because fruit may not be

available in all seasons but slice will be available in all seasons. That's the

way company wants to spread in the Indian market.

There are many players in the industry market having their own

different strategies to have competitive edge on the competitors. If we

look at the present scenario and we found that if a person in thrust then

the first thing that strikes in his mind to quench in summer is purely a cold

drink.

This is possible by the advertisement and promotional schemes by

company.

Initially Coca Cola was way ahead of all its competition but the

Pepsi emerged as challenger and with in some years Pepsi ahead of Cola

mainly industry specially eastern part of India and more especially in

Gorakhpur.

The Market strategy of Pepsi simple, they projected the idea of

making major outlets in the each territory. This was really to spread in the

Indian cold drinks market. Pepsi has spent a lot of money on this project

by giving them money for this type of projects.


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INTRODUCTION

THE COMPANYINTRODUCTION OF COMPANY

PEPSI HISTORY IN INDIA

HIERARCHY OF ORGANISATION

COBO STRUCTURE

SYSTEM IN WAREHOUSE

PEPSICO HEAD QUARTERS

LIST OF OFFICES

PRODUCT PROFILEPEPSI PRODUCT

PRODUCT PROFILE(IN BRIEF)

WHATS IN PEPSI?

REGULAR CAFFEINE FREE PEPSI

MARKETTHE SCOPE OF MARKETING

ADVERTISING AND PUBLICITY

COMPETITORS COCA COLA

RC COLA

COLA WARS


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THE COMPANY

Pepsi Co the soft drink multinational industry is unique by itself it is

among the most successful consumer product companies in the world

with 198 revenue of over $22 billion and 151000 employees, The

company consist of Pepsi cola company the worlds largest

manufactures and distributor of snacks chips and Tropicana products,

Inc. the worlds largest markets and products of branched juices.

PepsiCos brand names are among the widely known and most

respected in the world.

Some of the PepsiCos brand names are 100 years old,

but the corporation is relatively young. PepsiCos Inc. was founded in

1965 through the merger of Pepsi Cola and Frito-Liyo. Tropicana was

required in 1998. PepsiCos success in the result of superior product

high standards of performance, distinctive strategies and the high

integrity of there people. There strategy is to concentrate their resources

on growing their businesses, both integral growth and careful growth

and select acquisition. This strategy is continually fine-tuned to addressthe opportunities and risks of the market place.

The corporations success reflects their continued

commitment to growth and focus on this business where they can drive

own growth and create opportunities.


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INTRODUCTION OF COMPANY

CALEB BRADHAM, a new born (North California) pharmacist

concocted pepsi Cola in the year 1898 as a cure for dyspepsia

(indigestion) it was a result of months of experimentation with different

combination of species, juices and syrups. The results were phenomenal

and the cola became popular among the customers. In 1902 : Caleb

Launched the Pepsi Cola company in the backroom of his pharmacy and

applied to the U.S. Patent office for registration. In the first year he spent

$ 1900 on advertising when he sold about 400 litres of syrup. Initially the

soda was mixed and sold through exclusive soda fountains but soon

Bradham realized the vast opportunity that lay ahead in bottling the syrup

and the great potential for growth the world over.

THE 1900s: The century began with the first punch line for Pepsi

"exhilarating, invigorating and aids digestion."

On June 16, 1903 the company was officially registered with the

U.S. Patent office. The business began to grow and in 1905 Pepsi's first

bottling plant came into operation. More plants followed soon thereafter

and by 1907 Caleb were selling 50,000 litres /year. He also stared

awarding franchises to independent investors. infact+ building a strong

franchise system was one of Caleb's greatest achievement.


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Realizing that advertising and marketing was a key to proxperity. Bradhan

hired a New York Agency in 1909.

THE 1920S: FIRST DOWN FALL AND ATTEMPT AT

RESURRECTION.................................

The real trouble stared at the end of the first Word war when

Bradhan over stocked sugar at high prices expectafim of a price hike but

subsequently the price hit rock bottom in 1920, by the year 1922 the

company became insolvent and in the year 1923 it went completely

bankrupt.

As it was to be in 1921 only 2 Pepsi Plants were in operation and

the valuable Pepsi trademark was up for sale. During this time Ray C.

Maguared become interested in Pepsi Cola and for the next 8 years

struggled to reorganize it, but with the stock exchange rash of 1929 he

failed to gather the strings and in 1931 the company was bankrupt for the

second time.

THE 1930,S : Third Coming..................................and then

expansion Around this time Charles Grunth President of the Giant Candy

company bought the trademark and experimented with different options

including formula change and sale of the Next company to Coo-Cola but

without much success. The success canine only after he offered 12 ounce

bottles at 5 cenbs while other colas were sold at the same. Price but in

ounce bottles.


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IN 1930S: international expansion in full east and the trademark

was registered in Latin America and Soviet Union and franchise were

awarded to bottlers in Canada. Then the Pepsi tune "Nickel" was first

advertising jingle to be played on the radio in 55 different languages.

THE 1950S: ADVENT OF SUPER MARKETS MOTIVATOR

CHANGE IN STRATEGY...................................

The 1950's saw the emergency of a retail phenomenas called the

super markets, which along with the change in economics of producing

soft drinks forced Pepsi to abandon its strategy of selling soft drinks at

half the price of competition. Pepsi at the time was being consumed in

more than 100 countries around the world with its sale volume touching

the 50 million dollar mark.

THE 1960'S ADDITIONS AND DIVERSIFICATIONS

In the first 65 years of existence the Pepsi Cola Company was

selling only one product but the 1960's saw a few additions to the family

of Pepsi Cola brands. These included a calorie drink (Diet Pepsi) a

regional favorite (Mountain Dew) and full scale commercial distribution

of cans.

Late Pepsi also formed a successful merge with Frito Lays Inc. to

form Pepsi Company. The following year the company Europe and Japan.

By the close of the decade Pepsi and positional itself as a strong contender

for the top slot in the soft drink, industry and was challenging coca cola's

dominant position.


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THE 1970'S LEADING THE WAY FOR THE

COMPILITION............

In the mid 1970's Pepsi had become the single largest soft drink in

the American Super Markets, so much so that coke abandoned its centre

old recipe in flavour of a new formula to taste more like Pepsi.

THE 1980'S JOINZING THE BRAND

Pepsi also started major celebrity endorsements to in concise the

brand and as the 1980's were half way through Pepsi had 600 cola plants

operation around the world in 148 countries and sales in excess of 200

million dollars.

THE 1990'S GENERATION NEXT

This decade saw the Pepsi's entry into high potential markets of

China, Mexico, Argentina and India. Pepsi increased its focus on the

customers and the restructuring, Slice a new flavor was added to its brand

but here was prominent change that saw Pepsi selling off its restaurant

business (Kentucky Fried Chicken, Pizza hut etc.) to branch out

independently.

Today Pepsi has a sales turnover of more than 25 billion dollars and

is one of the top 25 brands globally.


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Every decade in the century gone by has unfolded a different story

and Pepsi has quite consistently its positions as one of the best soft drinks

in the world.


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PEPSI HISTORY IN INDIA

Ninety years after the invasion of what becomes one of the most favored

drink globally in 1988. Pepsi entered India flanged with heavy resources

Franchisee unit Pepsi gave its concentrate to small factory and they make

beverage. In 1988 Pepsi set up its office in braid. In this company Pepsi

operates as Pepsi foods, Pepsi Co India holdings and Pepsi India Marketing.

The mission was to change the tastes and life style of common

Indian, who Aentified soft drinks and beverages as available cold drinks,

squashes and concentrates. When it came to a refreshing drink communes

would back to traditional Nimboo Pani .

Although India has a per capita consumption as low as 3 per

person as to 400 in US. India has one of the largest numbers of potential

consumers old with a population of an Arab. Every Indian guzzles 27 bottles

of soft drink every. An increase of one bottle per capita consumption would

mean stating 900 bottles Vam.

Indian soft drinks is a worth Rs.1800 crores with annual growth at

the rate of 25^10 All the activities of Pepsi foods, Pepsi Co India holdings


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and Pepsi India g company are controlled by Business Unit (BU) located at

GURGAON. This divided in to various Marketing Unit (MU). All exceptthe

North End Madwt Units have common borders with states comprising of

these. The market units.

Areas which are COBOS i.e. Company Owned Bottling

Operations while in other areas the operations are run by a Franchisee. These

We learned as Owned bottling Operations (FOBO) and in some aver joint

Venture COBO in a COBO, the company has total control of the decisions

And join under independent to take their own marketing and operational.

With no major interference from the company. The FOBOS are

supplied the from the company and they have to run the show thereafter.

Pepsi maintains ownership of the trade mark and the primarily responsible

for ownership in a local.

On. It helps Pepsi in maintaining strong trade mark on the other

Partys and expertise. The PCI workflow concentrates on selling, making

And delivering.

Pepsi Cola is a company with a low margin, high volume bum. Pepsi Co


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with in the Carbonated Soft Drink (CSDS) market. CSDS fall in two dies

and ours. COLAS concentrates on Pepsi where as flavors deal with mango

In India the flavors are Mirinda (Orange & Lemon); Slice is fruit juice

concentrates drink Mug out in 1989, with the name of Leper Pepsi, the

company has grown Leaps bounds ever sine, with competition increasing

with ranwAy of Coke a few yeah ago.

Thanks to an early leap and a better understanding of the market India

remains the handful of markets worldwide Pepsi is ahead of its arch rival

Coke Despite being the global brand, Pepsi has its success on meeting out

the Indian customers. Pepsi has made its brand synchronize with

Localized commas and WkoOus, Pepsi maintained its top of mindawareness

with roadsides Qulp and reminders. The partner type relationship with

battles, FOBOS as well as COBOS cover must of company adequacy.

One of the strongest weapon in Pepsis armory is the flexibility;

it has empower its people within Pepsi within Pepsi. Every employee maybe

a manager or a salesman have an authority to take whatever step he or she


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feels, make the consumers aware of the brand and increase itsconsumption.

Thus Pepsi believed in establishing and suturing credibility of the salesman

and making the joint commitment to grow business in accounts. All these

factors together lead to a high growth in the Indian market and constantly

increasing market share.


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HIERARCHY OF THEORGANIZATION

CEO

Dir. Sales

MUM

UM UM(COBO) (FOBO)

TDM TDM TDM TDM TDM TDM(ALLD) (GKP) (LKO) (KNP) (BLY) (UTT)

PAM MM MEM UFM PM

ADC CE AE/AC CSR ST


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COBOSTRUCTURE

Unit Head

TDM Accounts Plant Head Personal Marketing

Head Head Head

ADCSale A/C Accounts Administrative Executive

Head Executive Officer Officer

CEMarketing

Manager

Plant Accounts Shipping Lab InchargeHead Manager Executive

Marketing

Executive

40


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SYSTEM IN WAREHOUSE

TDM

ST

ADC

CE


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PEPSI JINGLES

1976 to

Have a Pepsi Day1978

1979 to

Catch That Pepsi spirit !1981

1981 to

Pepsis Got your Taste !

1982

1983 to

Pepsi Now ! Take The Challenge !1984

1984 to

Have a Pepsi Day1991

1992 Gota Have it


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2005 Yeh Pyas Hai Badi

PEPSICO HEAD QUARTERS

PepsiCo. Inc. world headquarters is wanted in purchase, New York

approximately 45 minutes from the New York City. The seven building

headquarter complex designed by Edward Durrell Stone, one of Americas

foremost architects- the building occupies 10acres of a 144 acre complex

that includes the Donald M Kendall Sculpture Garden a world acclaimed

sculpture collection in a garden setting.

The collection of works in focused on major 20th

century arts, and features works by masters such as Auguste Robin, Henry

Laurens, Henry Moose, Alexander Calder, Albesto Giacometti, Arnaldo

Poniodora and class olden. The gardens were originally designed by the

world famous garden planner, Russell Page. The garden is open to the

public, and a visitors both is in operation during the summer.


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LIST OF OFFICES

HEAD OFFICE : 3B DLF CORPORATE PARKS BLOCKQUATAR ENCLAVE PH-IIIGURGAON (HY)Ph. (0124)355863, 355868, 355871,

355880

WEST MU OFFICE : SION TROMBAY ROAD

SUNDER BAUG ESTATECHEMBUTMUMBAI 400088Ph. (022)5564001, 5564003, 5563734,

5563736

SOUTH MU OFFICE : III FLOOR WELLINGTON PLAZA90, ANNA SALESCHENNAI- 600002Ph. (044)8557755, 8557761

NORTH MU OFFICE : JL-47, BARHANS FARTAMBADCHARAKTALA24 PARGANAS SOUTHKOLKATA- 700084Ph. (033)477794


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U.P UNIT OFFICE : 6TH FLOOR, RAJ CHANBERSRANA PRATAP MARGLUCKNOW(0522)238660, 239034

PEPSI PRODUCT

Pepsi Company has worldwide operation in 3 fields.

1. Non alcoholic beverages.

2. Snack foods.3. Fruit Juices

Pepsi Company Beverages divisions include :

* Pepsi Cola North American

Pepsi

Fruit Juices-SnackNon Alcoholic


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* Pepsi Cola International

Pepsi Company's India operations were established in 1988 as

Franchisee based under Pepsi Cola International in India Pepsi operates as

:

* Pepsi Food Ltd.

* Pepsi Company India holdings

* Pepsi India Marketing Company.

Pepsi cola is a world class company in "low margin, high volume"

business which means sales of high volume for the product in order to be

profitable and complete in the global market.

* Company Owned Operation (COBO)

* Franchisee Owned Operation (FOBO)

COBO :

COBO stand for company owned bottling operations, COBO has

been of Pepsi Company's biggest strategy, which has proved to be winner.

A bottling operation is a capital intensive business, particularly so

the returnable bottle market like in India and the investment is the forth

level.


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Apart from the capital cost of plant and equipment the bottles has to

invest in bottles and crates, truck and cooling structure (Visi. Coolers and

ice boxes) at the retail point industry estimates @Rs. Crate which is

equivalent to the price at which the crate enters the distribution system

Bottlers operates on margins around 10% with the bulk of the killing

(between Rs. 24 and Rs. 30 per crate or about 20%) being made by the

retailer. Excise and other taxes amountingRs. 40 per crate. The going for

a COBO is the risk of Pepsi Company and it is also implied a big attitude

change from a totally marketing orientation to an operation mindset.

COBO'S IN INDIA:

STATES : Gujrat, Kolkata, Banglore, Madhurai, Chennai, Uttaranchal. In

UTTAR PRADESH : Kanpur, Lucknow, Bareilly, Gorakhpur, Allahabad,

Jaunpur and Sathariya.

In UTTARANCHAL : Bazpur.

THE COBO STRUCTURE IS AS FOLLOWS :

Pepsi Foods. Ltd.

Pepsi India Holdings (100% owned subsidiary of Pepsi Co.

incorporated production and plant.)

Pepsi Company India Marketing (Support infrastructure marketing

sales and distribution) .

FOBO :


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FOBO stand for franchise owned bottling operation, in India Pepsi

has franchise. In the case the company supplies its soft drink concentrate

to its franchies (bottle syrup). Pepsi has taken a more capital - intensive

route of the owning and running its own plants along side those of its

franchises.

Pepsi pumped in money to upgrade plants of franchises, which

were weaker did not have financial worth were given massive support in

form of interest free loans to upgrade their operations.

Getting into FOBO has helped Pepsi Company on several fronts.

First, its has enabled Pepsi to focus on marketing operations as much as it

has on operation fronts. Another gain of going FOBO is that since the

franchises have to invest in plants and machines glass bottles, trucks, and

infrastructure, the cost burden has been reduced.

FOBO IN INDIA :

Nagpur, Agra, Delhi, Goa, Kerala, Bihar, Orissa, Andhra Pradesh.

Bhopal.

THE FOBO STRUCTURE IS AS FOLLOWS :

* Pepsi foods limited.

* Syrup

* Franchise (Bottlers)


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* Franchise invest in plants and machines, glass (Bottles)

* Truck and Infrastructure

* Pepsi Company India marketing (Sales and Marketing)

PRODUCT PROFILE

BEVERAGES:

Pepsi Cola Company:

PepsiCos beverages was founded at the turn of the century i.e. in the year

1890 by Caleb Bradham, a New Born, N.C, druggist who first formulated

Pepsi Cola. Young (indigestion) with combination of species, juices and

syrups and wanted dyspepsia (indigestion) with combination of species,

juices and syrups and wanted a refreshment new drink to serve his customer.

He succeeded beyond all expectations as he invented the beverages now

known around the world as PEPSICOLA.

In 1902, he launched the Pepsi Cola company in the backroom of

Pharmacy, and applied to U.S & patient office for Trade Mark. The business


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began to grown on June 16, 1993, Pepsi-Cola trademark was officially

registered with U.S & office.Troubles stated at the end of the First World

War when Bradham over stocked sugar at high price which subsequently

dipped in 1920. By 1922, the company was insolvent by 1923, it went

bankrupt and Bradham returned to Pharmacy. In 1936, Pepsi had 1 $2

million net profit. Today consumers, spend about $31 billion on Pepsi-Cola

beverages.

Pepsi Cola Co. launches new beverages line, Fruit works five flavor

line of fruit drinks. Pepsi Cola revives the Pepsi challenge advertisement

campaign challenge includes Pepsi one and diet coke as well as regular

cola. Pepsi-Cola teams up with yahoo inc. the biggest web navigation,

company in a multimedia marketing campaign aimed at teens and young

adults. Pepsi company completed the acquisition of a majority stake in south

beach beverage company. Pepsi company announces a new joint venture

will be foamed in Egypt combining the salty operations of chips, the current

market lender and tasty foods which is owred by PepsiCo.


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WHATS IN PEPSI ?

Pepsi Contains:-

Carborated water, High Fructose, Glucose syrup/or sugar Colour,Phosphoric acid. Caffeine, Citric acid and natural flavours.

Calorie 100

Total Fat (g) 0

Sodium (mg) 25

Potassium (mg) 10

Total Carbohydrates 27


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Sugars (g) 27

Protein (g) 0

Caffeine (mg) 25

REGULAR CAFFEINE FREE PEPSI

CANTAINTS Carbonated water hight fructose Glucose syrup or sugar

Colour ,phosphoric acid ,critric and natural flavours .

Colories 100

Total fat[g] 0

Na[mg] 25

K[mg] 10

Total Carbohydrate[g] 27

Sugar[g] 27

Protein[g] 0


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Caffeine[mg] 0

Here are we discuss how much market shares of each brands of soft drinks.

There market share as follows-

Soft Drinks Markets SharePepsi 57 %

Mirinda[Orange&Lemon]Orange 22 %

Leman 2 %

Mango Flavour of Slice 1.5 %

7Up 1.55 %

Teem Soda 2 %

Aquafine 3 %


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Dew Mountain 11%

Quantity details of all brands of soft drinks are given as below

S.D QUANTITY

Pepsi 200ml, 300ml, 500ml, 1lit., 1.5lit, 2lit

MirindaOrange

300ml, 500ml, 1lit., 1.5lit, 2lit

Mirinda Lemon 200ml, 300ml, 1.5lit

Mirinda Apple 200ml, 300mlSlice 250ml

7UP 300ml, 1.5lit

Diet Pepsi 330ml

Teem Soda 250ml, 300ml, 500ml, 1.5lit

Aquafina 500ml, 1lit

Dew Mountain 200ml, 300ml, 500ml, 1.5lit

The PepsiCo company has provides its 300ml bottle soft drinks


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[B.D.S] in the month of June 95, 200ml launched in the year of

1999 and 1lit, 1.5 lit bottle launched in the year 1996 while 500ml

and 2lit launched in 2000, mineral water Aquafina has launched in

year 2001.Mountain Dew (200ml,500ml) has been launched in the year2003.

THE SCOPE OF MARKETING

Marketing is typically run as task of creating. Promoting delivering goods

and services to consumer and business. Marketers are skilled in stimulating

demand a companys products. But this is too limited a view of the tasks

marketers performs .Marketing managers run to influence the level timing

and competition of demand to meet the organizations objective

marketing people are involved in marketing 10 types of entities:

good, services experience, events, persons. people , organization,information and ideas

The Decisions Marketers Make:

Marketing managers face a host of decisions from major once such aswhat product

features to design into a new product, how m,any sale people to hire or howmuch to


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spend on advertising. Here questions vary in importance in different marketplaces.

Consider the following four markets-Consumer, business, global and nonprofit.

(i) Consumer Market:

Companies selling mass consumer goods such as soft drinks, toothpaste,Television etc.

and air travel spend a great deal of time trying to establish a superior brandimage. This

requires getting a clear sense of their target customers and what must betheir product

will meet and communicating brand partitioning forcefully and activelyconsumer

marketers decide expenditures that will help their brand achieve a numberone or two

position in their target market.

(ii) Business Market:

Companies selling business goods and services face well trained and wellinformed

professional buyers who are in evaluating competitive offerings. Businessmarketers must


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demonstrate how their products will help customers achieve higher revenueor lower cost.

Advertising play a role, but a stronger role is played by sales force, priceand the

companys reputation for reliability and quantity.

(iii) Global Market:

Companies selling goods and services the global market place faceadditional decision

and challenges. They must decide which counties to enter, how to entereach country,

how to adopt their product and service features to each country, how to pricetheir

product in the different countries in a narrow enough band to avoid creatinga gray

market for their goods and how to adopt their communication to fit thecultural practices

of each country.

(iv) Non profit and Governmental Markerts :

Companies selling their goods to non profit organization such as churches,Universities,

Charitable Organizations or Government Agencies and to prices carefullybecause there

organization have limited purchasing power. Lower price affect the featuresand quality


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that the seller can build into the offering. Much government purchasing callsfor bids,

with the lowest bid being favored in the absence of extenuating factors.

Defining Marketing

We can distinguish between a social and managerial definition of marketing.A social

definition shows the role marketing plays in society. Our marketers said thatmarketing is

role to deliver a higher standard of living. Here which individuals andgroups obtain

what they want through creating, offering and freely exchanging productsand services of

value with others.

For a managerial definition, marketing has been described as, : the art ofselling

products. But people are surprised when they hear that the most importantpart of

marketing is not selling. Selling is only of the tip of the marketing iceberg.Peter Drucker,

a leading management theorist puts it in this way.

The aim of marketing is to know and understand the customer so wellthat the product

or service fits him and sells itself. Ideally, marketing should results incustomer who is


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ready to buy. All that should be needed then is to make the product orservice available.

Ultimately, marketing management as the art and science of choosing targetmarkets and

getting, keeping and growing customers through creating delivering andcommunicating

superior customer value.

Marketing Mix:

The marketing mix is the set of marketing tools the firm uses to

pursue its maketing objective in target market .Mc Carthy Classified there

tools into four board groups that he called the four Ps of marketing-product,

price, place and promotion .

Marketing mix decision must be made for influencing that tradechannel as well as the

4Ps

Product Price Place Promotion


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Final consumer.As figure shows the company preparing on offering mix ofproduct

,service and price utilizing a promotion mix of sales promotion ,advertising ,sales force ,

public relation , direct mail ,telemarketing and interest to reach the tradechannel the

target customer .

Note that the 4Pc present sellers view of the marketing toolsavailable for

influencing buyers , from buyers point of view , each marketing tools isdesingned to

deliver a customer benefit .Roberts Lavternorn suggest that the seller four Pscorrrospond

to the customer s four Cs.

4Ps Cs

Product Customer solution

Price Customer cost

Place Convenience

Promotion Communication


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Selling companies will be those that can meet customer neds economicallyand conveniently and with effective communication.

PRODUCT VARIETY

QUALITY-SIZES

FEATURES-SERVICESBRAND NAME-WARRANTIES

PACKAGING-RETURN

PRODUCT VARIETY

QUALITY-SIZES

FEATURES-SERVICES

BRAND NAME-WARRANTIES

PACKAGING-RETURN

LIST PRICE

DISCOUNT

ALLOWANCESPAYMENT PERIOD

CREDIT TERMS

TARGET

CUSTOMER

INTENDED

POSITIONAL

PRODUCT

LIST PRICE

DISCOUNT

ALLOWANCES

PAYMENT PERIOD

CREDIT TERMS

PRODUCT PRICE

PRICE


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Product:

Product means the good and service combination of company offers tothe target company changes the sizes varity, flavour,brand name of the

product after one or two year

Price:Price is the amount of money which customers have to pay to obtain

the product calculates suggested retail price that its dealers might charge forforces ,but ford dealers really charge the full sticker price

Place:

They are mostly available in all place but easily available in the Urban

Market but not frequently found in Rural Market

Promotion:

Promotion means activities that communicate the merits of the persuadeand target customers to buy it. The measurement factor in promote the Pepsi


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product is increase good transportation in rural market IT the Pepsi isavailable to capture market than it is found first position of soft drinksindustry.

ADVERTISING AND PUBLICITY

Pepsi in one of the biggest and spenders in India , it is also one of thebiggest

global and spenders .it has long a list of endorsers from pop star RickyMartin to

film star Sharukh Khan ,Karina Kapoor , Prityn Jinta ,Safe AliKhan ,Fardin Khan

and Amitab Bacchan ,Hindusthan Thompson Associates, the big guestadvertising

agency of India has the account of Pepsi Co , PepsiCo is known forits broad cost

advertisement but it also spend a lot in non broad cost advertising i.c.hoarding

banners ,poster stickers hanger ,dealer board ,glow signboard ,wasspainting and


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news paper the expenses of there type of advertising are made atterritory or unit

level .Gorakhpur Territory has assigned two local advertisingagencies

R:D.Associates and Kishna for its territorial advertising. Somecelebrity also

invited in Gorakhpur for publicity of different brands.

COMPETITORS

Coca-Cola

Coca-Cola

Type Cola

Manufacturer The Coca-Cola Company

Country of origin United States

Introduced 1886

Color Caramel E-150d
http://en.wikipedia.org/wiki/Colahttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Colorhttp://en.wikipedia.org/wiki/Colahttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Color


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Related products Pepsi

Irn Bru

RC Cola

Cola Turka

Zam Zam Cola

Mecca Cola

Virgin Cola

Parsi Cola

Qibla Cola

Evoca Cola

Corsica Cola

Breizh Cola

Afri Cola

Coca-Cola is a carbonatedsoft drinksold in stores, restaurants and vendingmachines worldwide (The Coca-Cola Company claims that it is sold in morethan 200 countries.[1]). It is produced by The Coca-Cola Company in Atlanta,Georgia, and is often referred to simply as Coke or (in European andAmerican countries) as cola, pop, or in some parts of the U.S., soda.
http://en.wikipedia.org/wiki/Pepsihttp://en.wikipedia.org/wiki/Irn_Bruhttp://en.wikipedia.org/wiki/RC_Colahttp://en.wikipedia.org/wiki/Cola_Turkahttp://en.wikipedia.org/wiki/Zam_Zam_Colahttp://en.wikipedia.org/wiki/Mecca_Colahttp://en.wikipedia.org/wiki/Virgin_Colahttp://en.wikipedia.org/wiki/Parsi_Colahttp://en.wikipedia.org/wiki/Qibla_Colahttp://en.wikipedia.org/wiki/Evoca_Colahttp://en.wikipedia.org/wiki/Corsica_Colahttp://en.wikipedia.org/wiki/Breizh_Colahttp://en.wikipedia.org/wiki/Afri_Colahttp://en.wikipedia.org/wiki/Carbonationhttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/Vending_machinehttp://en.wikipedia.org/wiki/Vending_machinehttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Coca-Cola#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Atlanta,_Georgiahttp://en.wikipedia.org/wiki/Atlanta,_Georgiahttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/Pepsihttp://en.wikipedia.org/wiki/Irn_Bruhttp://en.wikipedia.org/wiki/RC_Colahttp://en.wikipedia.org/wiki/Cola_Turkahttp://en.wikipedia.org/wiki/Zam_Zam_Colahttp://en.wikipedia.org/wiki/Mecca_Colahttp://en.wikipedia.org/wiki/Virgin_Colahttp://en.wikipedia.org/wiki/Parsi_Colahttp://en.wikipedia.org/wiki/Qibla_Colahttp://en.wikipedia.org/wiki/Evoca_Colahttp://en.wikipedia.org/wiki/Corsica_Colahttp://en.wikipedia.org/wiki/Breizh_Colahttp://en.wikipedia.org/wiki/Afri_Colahttp://en.wikipedia.org/wiki/Carbonationhttp://en.wikipedia.org/wiki/Soft_drinkhttp://en.wikipedia.org/wiki/Vending_machinehttp://en.wikipedia.org/wiki/Vending_machinehttp://en.wikipedia.org/wiki/The_Coca-Cola_Companyhttp://en.wikipedia.org/wiki/Coca-Cola#cite_note-0%23cite_note-0http://en.wikipedia.org/wiki/Atlanta,_Georgiahttp://en.wikipedia.org/wiki/Atlanta,_Georgiahttp://en.wikipedia.org/wiki/Soft_drink


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Originally intended as apatent medicine when it was invented in the late19th century by John Pemberton, Coca-Cola was bought out by businessmanAsa Griggs Candler, whose marketing tactics led Coke to its dominance ofthe world soft-drink market throughout the 20th century.

The company produces concentrate, which is then sold to various licensedCoca-Cola bottlers throughout the world. The bottlers, who hold territoriallyexclusive contracts with the company, produce finished product in cans and

bottles from the concentrate in combination with filtered water andsweeteners. The bottlers then sell, distribute and merchandise Coca-Cola incans and bottles to retail stores and vending machines. Such bottlers includeCoca-Cola Enterprises, which is the largest single Coca-Cola bottler in

North America and western Europe. The Coca-Cola Company also sellsconcentrate for fountain sales to major restaurants and food service

distributors.

The Coca-Cola Company has, on occasion, introduced other cola drinksunder the Coke brand name. The most common of these is Diet Coke, whichhas become a majordiet cola. However, others exist, including Caffeine-Free Coca-Cola, Diet Coke Caffeine-Free, Coca-Cola Cherry, Coca-ColaZero, Coca-Cola Vanilla, and special editions with lemon, lime, or coffee.

In response to consumer insistence on a more natural product, the companyis in the process of phasing out E211, orsodium benzoate, the controversial

additive linked to DNA damage and hyperactivity in children, of Diet Coke.The company has stated that it plans to remove the controversial additive

from its other products, including Sprite and Oasis, as soon as a satisfactoryalternative is discovered.
http://en.wikipedia.org/wiki/Patent_medicinehttp://en.wikipedia.org/wiki/John_Pembertonhttp://en.wikipedia.org/wiki/Asa_Griggs_Candlerhttp://en.wikipedia.org/wiki/Concentratehttp://en.wikipedia.org/wiki/Coca-Cola_Enterpriseshttp://en.wikipedia.org/wiki/Food_servicehttp://en.wikipedia.org/wiki/Diet_Cokehttp://en.wikipedia.org/wiki/Diet_colahttp://en.wikipedia.org/wiki/Diet_Coke_Caffeine-Freehttp://en.wikipedia.org/wiki/Coca-Cola_Cherryhttp://en.wikipedia.org/wiki/Coca-Cola_Zerohttp://en.wikipedia.org/wiki/Coca-Cola_Zerohttp://en.wikipedia.org/wiki/Coca-Cola_Vanillahttp://en.wikipedia.org/wiki/Sodium_benzoatehttp://en.wikipedia.org/wiki/Sprite_(soft_drink)http://en.wikipedia.org/wiki/Oasis_(drink)http://en.wikipedia.org/wiki/Patent_medicinehttp://en.wikipedia.org/wiki/John_Pembertonhttp://en.wikipedia.org/wiki/Asa_Griggs_Candlerhttp://en.wikipedia.org/wiki/Concentratehttp://en.wikipedia.org/wiki/Coca-Cola_Enterpriseshttp://en.wikipedia.org/wiki/Food_servicehttp://en.wikipedia.org/wiki/Diet_Cokehttp://en.wikipedia.org/wiki/Diet_colahttp://en.wikipedia.org/wiki/Diet_Coke_Caffeine-Freehttp://en.wikipedia.org/wiki/Coca-Cola_Cherryhttp://en.wikipedia.org/wiki/Coca-Cola_Zerohttp://en.wikipedia.org/wiki/Coca-Cola_Zerohttp://en.wikipedia.org/wiki/Coca-Cola_Vanillahttp://en.wikipedia.org/wiki/Sodium_benzoatehttp://en.wikipedia.org/wiki/Sprite_(soft_drink)http://en.wikipedia.org/wiki/Oasis_(drink)


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WORLD COMPARISION OF PEPSI VsCOKE

S. No. PARAMETERS COKE PEPSI


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1. NUMBER OF BOTTLINGPLANTS

62 42

2. Ad. SPENT Rs. 60 CRORES Rs. 40 CRORES

3. MARKETING PEOPLE 20 03

4. No. OF CEOS IN THE LASTYEARS

04 01

5. MONEY INVESTMENT ININDIA

$800 MILLION $400 MILLION

6. NO. OF BRANDS 10 8


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RESEARCHPROBLEM ANDITS RELEVANCE

PROBLEM SUFFERED BY THE COMPANY OFPEPSI


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1. There is no proper supply of the different type of flavors at the timeto retailers.

2. Specially the flavors of pepsi is not so good as the flavors ofThums-up so the flavors of pepsi should be changed.

3. There is no proper filling of bottles of glass. There are some othermaterials inside the bottle that may be injurious to the health ofconsumers.

4. There is no proper filling of the pet bodes also. There are many petbottle in which there is no gas. And so the flavors of the liquid isalso affected and it may be injurious to the health of the consumeralso there fore such type of mistake should be improved by the

company.

5. The supply of the flavors which are preferred by consumers is notgood.

6. There are many retailer in the market who sale only the products ofcoke.

7. The information technological facilities should be improved.

PROBLEMS SUFFERED BY THE DISTRIBUTORS (AGENCIES) OF PEPSI


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1. There id no proper arrangement of different type of flavors of pepsi-cola.

2. Some times it is found that when demand of the product is high in themarket then there is the lack of the product in the agency. En suchcases the consumer purchase other product such as Thums-up,coca-

cola.

3. The salesman of the distributors are not good and educated.

4. the distributors are not able to provide good transport facilities.

5. Sometimes distributors hide the scheme and delay in its distribution.

PROBLEM SUFFERED BY RETAILERS


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They will not get the product at proper time.

They will not get the schemes at proper time due to carelessness of thedistributor.

There are many retailer who say that the products which they find,they sale yet the supply of the product is so bad that they are not ablethe products in proper time.

There are many retailers to whom the condition of cooling equipmentis not good and those equipments are lying as such in the shops.

There are many retailers whose cooling a equipment are smallaccording to their sales capacity. They are requesting for big fridg insize or new other one.

Whenever there is any festival annual function or any type of fair inthe market the there are many poor retailer who are not able to coolthe sufficient amount of the products. And so they are requesting forlee-box.

There are many retailers who are requesting for glow-sign.

There are many retailers who are requesting for dealer board.

Maximum retailers (near about all the retailers) are requesting forpainting.

All the retailers are requesting for racks (stand).


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RESEARCH

METHODOLOGY

OBJECTIVE ANDSUBJECTIVE

METHODOLOGYADOPETED

SAMPLING


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INSTRUMENT


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OBJECTIVE AND SUB-OBECTIVE

OBJECTIVE:-

To evaluate the comptetitive strength of PEPSI in a given market place

with respect to number of outlets, Signage, Chilling Equipment, Glass

Strength, Geographical Distribution gaps in clustered residential location

with a view to have an additional coverage directly by the distributor /sub

-distributor and suggest ainvestment plant to the company to the improve its

competitive edge in market place.

SUB OBJECTIVE:-

CHANNELS

FILLED STOCK

GLASS STRENGTH

STATUS COOLING EQUIPMENT

ICE CHEST

SIGNAGE RACKS


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AREA AND NUMBER OF OUTLET

AREAS:-

GORAKHPUR (Police Line)

NUMBER OF OUTLET::-

1] NWN Raj Restaurent

2] Ashok Gupta Hotel

3] Sandeep Cool Drinks

4] Sri provision Store

5] Shyam Bhojnalay

6] Jaysawal General Store

7] Mini Modella

8] Maddesiya Provision Store

9] Prem Hotel

10] Ashok Hotel

11] Mahesh Restorent

12] Ravi General Store


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13] Loogiten14] Durga Provision Store

15] Govind Jayswal Hotel

16] New Famash Hotel

17] Bhagtgi Janral Store


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METHODOLOGY

For this study researcher have divided the outlets of different route in three

category. They are as follows:-

a) Blue Outlets:-

Under these outlets those shops are defined who sells only Pepsi and

whose market share is 100%.

b) Red Outlets:-

Under this, those shops are defined who sells Pepsi and others both but

market share of Pepsi is less than 50%.

c) Mix Outlets:-

Under this, those shops are taken who sells Pepsi and others both but

market share of Pepsi is more than 50%.


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METHODOLOGY ADOPTED

FOR DEFINING THE RESEARCH PROBLEM:-

1. What is the study purpose?.

2. When & where to have the study?

3. How different variables correlate with each other?

SOURCE OF DATA:-

Data has been collected from primary sources as well as secondary sources

as responses from consumer as well as the seller has been thoroughly

studied.

DATA COLLECTION METHOD:-

Data has been collected through survey on predecided & well defined format

given to us by the company.

TYPES OF STUDY:- Descriptive Analysis


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METHODS OF STUDY:-

Different routes were timely allotted to have an exhaustive study. Also

allotment of different outlets (indirect routes) there given to us which further

facilitated us to meet those customers which were supplied the product

through the agency.

I went to different routes and completed whole route to have a good

and detailed study.


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DATA COLLECTION METHOD:-

Researcher has collected the primary data through a survey format andwhich has been analysed with the help of statistical tool for the achievementof objectives. All datas are collected in June 2005 period, which may differfrom other period & person to person.

SAMPLING:-

Random samples are taken for the study different outlets are considered inthis sample from different are of Gorakhpur region. Researcher have covereddifferent type of shop like grocery. Convenience, Eately, leisure andCanteen.

Trainee has covered following agency as assigned by trainers-

1. GOLDEN AGENCY, GORAKHPUR:-

INSTRUMENTS:-

The instrument which has been to get collect the information that is surveyformats, which meant for Every Dealer Survey (EDS format) under whichdifferent data is entered by the survey (shown in annexure)

For the analysis of data, the collect datas are shown inpercentage and for effective explanation of data, pie diagram have beenused.


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DATA ANAYSIS:-

All collected datas are distributed in different parts for the achievement ofdifferent objectives and has been placed as for the requirement of results.Data has been in shown in percentage and presented by the pie diagram.


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FINDINGS AND

INTERPRETATION


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ANALYSIS

The data analysis has been done in two parts, researcher have done survey in

given agency to cover maximum outlets for optimum results. All objectives

have been analysed with the help of survey report.

The given agency GOLDEN AGENCY (GORAKHPUR)

The different oultlets name are as follows:-

(i) NEW RAJ RESTAURENT

(ii) ASHOK GUPTA HOTEL

(iii) SANDEEP COOL DRINKS

(iv) SRI PROVISION STORE

(v) SYAM BHOJNALAY


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(vi) JAISWAL GENERAL STORE

(vii) MINI MODELLA

(viii) MADDESIYA PROVISION STORE(ix) PREM HOTEL(x) ASHOK HOTEL

(xi) MAHESH RESTAURENT

(xii) RAVI GENERAL STORE


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The Comparative Table of Different Outlet are Given Below

Outlet Name Pepsi Other

NEW RAJ RESTAURENT 50C/S 43.5% 65C/S 56.5%

ASHOK GUPTA HOTEL -- -- -- 100%

SANDEEP COOL STORE 22C/S 100% -- --

SRI PROVISION STORE 12C/S 52.17% 11C/S 47.83%

SYAM BHOJANALAY -- -- -- 100%

JAISWAL GENERAL STORE -- -- -- --

MINI MODELLA 70C/S 100% -- --

MADDESIYA PROVISIONSTORE -- -- -- --

PREM HOTEL 7C/S 100% -- --

ASHOK HOTEL -- -- -- --

MAHESH RESTORENT -- -- -- 100%

RAVI GENERAL STORE -- -- 6C/S 100%

LOOGITEN -- -- -- --

DURGA PROVISION STORE 23C/S 50% 23C/S 50%

GOVIND JAYSWAL HOTEL -- -- -- --

NEW FAMASH HOTEL -- -- -- --

BHAGAT GI JANRAL STORE 1C/S 100% -- --


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In 17 outlet given six outlets are found closed and on three outlets the supplyof Pepsi is closed.


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TOTAL MARKET SHARE

Pepsi 282c/s 73.82%

Other 100c/s 26.18%

Total 382c/s 100%

C/s- Caret

B/s- Bottle

C/s- Caret contains 24 bottle


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TOTAL MARKET SHARE FOR PET

Pepsi 23C/S,21B/S 59.9%

Other 19c/s,11B/S 44.1%

Total 482c/s,32B/S 100%

C/s- Carrot

B/s- Bottle

C/s- Carrot countains 24 bottle


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ASHOK GUPTA HOTEL

0%

PEPSI

OTHER

100%


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SANDEEP COOL DRINKS

PEPSI

OTHERS


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DURGA PROVISION STORE

GOVIND JAISWAL HOTEL

NEW FAMASH HOTEL

BHAGAT GI JANRAL STORE

The Comparative Table of Different Outlet are Given Below

Outlet Name Pepsi Other


ASHOK GUPTA HOTEL -- -- -- 100%



SYAM BHOJANALAY -- -- -- 100%

JAISWAL GENERAL STORE -- -- -- --


MADDESIYA PROVISIONSTORE -- -- -- --


ASHOK HOTEL -- -- -- --

MAHESH RESTORENT -- -- -- 100%


LOOGITEN -- -- -- --



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GOVIND JAYSWAL HOTEL -- -- -- --

NEW FAMASH HOTEL -- -- -- --

BHAGAT GI JANRAL STORE 1C/S 100% ---

FOR STOCK PET

FOR PET

OUTLET NAME PEPSI OTHER








BHAGAT GI JANRAL STORE 1C/S 100% -- --


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TOTAL MARKET SHARE FOR PET

Pepsi 23C/S,21B/S 59.9%

Other 19c/s,11B/S 44.1%

Total 482c/s,32B/S 100%

C/s- Caret

B/s- Bottle

C/s- Caret countains 24 bottle


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TOTAL MARKET SHARE

Pepsi 252c/s 73.82%

Other 100c/s 26.18%

Total 382c/s 100%


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ASHOK GUPTA HOTEL

0%

PEPSI

OTHER

100%


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SYAM BHOJNALAY

PEPSI

OTHERS


77/118

89

JA

0%

JAISWAL GENERAL STORE

PEPSI

OTHERS


78/118

MINI MODELLA

PEPSI

OTHERS


79/118

JA0%

MADDSIYA PROVISION

STORE

PEPSI

OTHERS


80/118

PREM HOTEL

PEPSI

OTHERS


81/118

JA

0%

ASHOK HOTEL

PEPSI

OTHERS


82/118

MAHESH RESTORENT

PEPSI

OTHERS


83/118

RAVI GENERAL STORE


84/118

JA

PEPSI

OTHERS

0%

LOOGITEN

PEPSI

OTHERS


85/118

DURGA PROVISION STORE


86/118

JA

PEPSI

OTHERS

0%

GOVIND JAISWAL HOTEL

PEPSI

OTHERS


87/118

0%

NEW FAMASH HOTEL


88/118

JA

PEPSI

OTHERS


89/118

BHAGAT GI JANRAL STORE

PEPSI

OTHERS


90/118

FOR PET STOCK

NEW RAJ RESTAURANT

PEPSI

OTHERS


91/118

FOR PET STOCK

MINI MODELLA

FOR PET STOCK

PEPSI

OTHERS


92/118

SANDEEP COOL DRINKS

PEPSI

OTHERS


93/118

FOR PET STOCK

BHAGAT GI JANREL STORE

FOR PET STOCK

PEPSI

OTHERS


94/118

SRI PROVISION STORE

FOR PET STOCK

PEPSI

OTHERS


95/118

FOR PET STOCK


96/118

PREM HOTEL

FOR PET STOCK

PEPSI

OTHERS


97/118

RAVI GENERAL STORE

PEPSI

OTHERS


98/118


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INTERPRETETION & DISCUSSION


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Market is a place where companies built their success and earn profit on onehand whereas at other hand it can finish also any company. It is verynecessary to make strong position in the market and to built a image themind of customer.

Under this study researcher also try to find the position of pepsiin the market and researcher has got success also up to some extent whichcan be understood in the following way:-

As in the first part of the study tables and diagrams are showing

that pepsi has a strong place in the market. There is one agency i.e. goldenagency. The number of outlets in the agency is 17. among these 17 outlet.Six outlets were found to be closed. In the remaining 11 outlets the

percentage of blue outlets are more than red outlets.

Under NWN raj resturent no. of blue outlet are 43.5% & other are56.5%.

Under ashok gupta hotel the no of blue outlets are nill and others are

100%.

Under sandeep cool drinks the no of blue outlets are 100% and otherare nill.

Under shree provision store the no of blue outlets are 52.17% andother 47.83%.

Under shvam bhojanals the no of blue outlets are nill and others are

100%.

Under mini modella the no of blueoutlets are 100%.

Under prem horel the no of blue outlets are 100% and others are nill.


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Under mehesh resturent the no of blue outlets are 0% and others are100%.

Under ravi general store the no of blue outlets are 0% and others are100%.

Under durga provision store the no of blue outlets are 50% and othersare 50%.

Under bhagat ji general store the no of outlets are 100% and others arenill.

So the above result are showing that thehighest no of blue outlets are present under the following outlets.

Sandeep cool drink

Mini modella

Prem hotel

Bhatgi ji general store

And the lowest is present under the following outlets-

Ashoka gupta hotel

Shyam bojnalay

Mahesh restorent

Ravi general store


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After that other outlets take place.

In the second part of the study researcheshas find the market share of the pepsi and other in total market sharein gorakhpur region.Here pepsi has captured high market share i.e.73.82% and other are 26.18%. which is a strong part of being successin the market of softdrinks for pepsi.

The ultimate result is that pepsi has gotthe strong position in market but it may unstable due to some

drawback. As researchers observed there are lack in advertisement byglow shine boards retailers can be motivated and can give good sellsto the company.

As researcher experienced in the survey period there aresome problems faces by retailer about transportation in adequateinformation about shemes, boards etc. so there gap of communication.Further retailer and company it should be removed for better result.

So pepsi should take some favorableaction replacement problems and to maintains the position in themarket.


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OBSERVATION,

CONCLUSIONANDSUGGESTIONS


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I. Improper distribution of other fiavours some hampers the distributionof cool drinks.

II. The amount of all major outlets of scheme given by pepsi more thenthat of competitors.

III. The schemes outlet to major outlets are attractive.

IV. Covered area having few market that can not cover all the area ofconsumer so that should be extended.

OBSERVATIONS


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Survey reveals that gorakhpur territory has big potential for cool

drinking urban areawhile in rural area is a still great need of increasing

awareness. Major outlets has to cope up with intense competition with

other competitors in the cool drink sector. It is very clear that pepsi is one

of the best selling cool drinks as for as taste is concerned, but it stands

last when profit of margin for the retailers and market retail prices for

the consumer is considered. Althougt pepsi is gaining its position in the

gorakhpur territory in order to increase its sales, it should be reached on

each outlets in aggressive way some more attractive scheme should be

launched and implemented from time so that customers and retailers

benefits.

CONCLUSION


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1. Proper supply of the products can be made through theimprovement of

(A)production:-production should be increased so that theavailability of the products may be at its maximum limit inwarehouses and then it can be supplied to distributors anddistributors can supply to the retailers at proper time.

(B)Distribution channel:- Distribution channel related tocompany should be improved. We should adopt thatdistribution channel which has very less no of intermediaries.

(C)Information technology:- Information technologicalconnections should be improved. Latest technological devices

should be used by each member which are related to thecompany, even dealers, distributors, sub- distributors and theretailers who have monopoly related to the products of pepsicompany.

(D) Transport facilities:- Transport facilities should be improvedby the company. Good motors and tampo should be used by the

SUGGESTION: THE PROBLEMS SUFFERED BY THECOMPANY


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distributors also so that they can supply the products in themarket timely.

(E)Efficiency:- The working efficiency of the members who arerelated to the company should be increased. For this thecompany should select the employee in proper way. For thisonly efficient and capable employee should be selected.

2. Each type of flavors should be produced the company in sufficientamount and the flavors which are not preferred by the consumers. Ei-ther that flavors should be changed or the production of that flavorsshould be slopped.

3. Any one of these flavors can be applied to change the flavors of Pepsi.

(A)Thunder & harsh with delicious apple flavor.(B)Thunder & chocolate flavors in coldness (chill).

(C)Thunder & coffee flavors in coldness (chill).

(D)Decrease the amount of sweetness with thunder.

4. The filling of he bottle should be carefully and after that each bottleshould be checked carefully and attentively.

5. Such type of mistake should be improved by the company through theobservation of each bottle carefully.

5. The production and supply of the flavors which are preferred by theconsumers should be more and so that more and more profit and

consumers can be generated.

6. The product which demand is very less the company should providescheme with that products so that consumers may be attracted towardit.


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7. The retailers who are selling only the products of coke they should begiven some extra schemes & avarice so that they may be exited forthe selling of the products of pepsi.

8. Sometimes distributors delay in the distribution of schemes. Such typeof mistakes should be checked by the officers of the company.


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If they want to flourish in the market they should spend theirmaximum time and money in distribution and arrangement of thedifferent types of products and they should supply it properly. Thereshould not be lack of any flavors to retailer.

Sometimes it found that when then demand of products (such as 7- upand dew) is high in the market then there is the lack of the products in theagency. In such cases the consumers purchase other products (such asThums-up & coca-cola ). So the availability of different type of products

in agencies should be at its maximum limit.

The information technological connection among the company. Warehouse and distributors (agencies) should be improved so that thencondition of demand and supply of the products in the market can beknow recently or when it is required.

Good salesman should be hired by the distributor who can increase

the sales and demand of the products.

Each distributor has at last 2 or 3 tampoo or other motors for thedistribution of the products so that he may able to supply well and timelyin the market.

Suggestion for the problems suffered bythe distributors (agencies):


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BIBLIOGRAPHY


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SOURCES OF INFORMATION

* "Pepsi-Cola Company, A domestic historical outline". James

Johson, Chicago. IL, 1984.

* "The other Guy Blinkd, How Pepsi Won the Cola Wars". Roger

Enrico, Jess Kornbluth, Bantam Books, 1986.

* "Pepsi-Cola Collectors Club Newsletters". Bob Stoddard. Editor,

Covina, CA. 184 to 1988.

* Marketing Management : Philip Kotler.

* Sales and Distribution Management : F.L. Lobo.

* www.pepsicoIndiaHolding.com.

* en.wikipedia.org


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QUESTIONNAIRE


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QUESTIONNAIRE FOR SURVEY

General Information:-

1. Name: _________________________________________________________

2. Name of shop :_________________________________________________________

3. Age: _________

4. Sex: Male [ ] Female [ ]

5. Marital Status: Single [ ] Married [ ]

6. Educational Background: High School [ ] 10+2 [ ] Graduate [ ] Post Graduate [ ]

7. Employment Category: Self Employed/Professional [ ] Business [ ] Salaried [ ]

8. Annual Income/Salary:


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Questions:-

9. Sir/Madam, do you buy Pepsi from retailers?

Yes [ ] No [ ]

10. What is the average sale of pepsi in aday?

Less than 10[ ] More than 10


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PEPSI GLOSSARY

A DISTRICT ---------- is a geographical area which

includes a number of outlets.

A ROUTE ---------- is a set of outlets called on by a

salesman per day.

A SUBROUTE ---------- is a set of outlets called on by

salesman on a specific day.

CALL FREQUENCY ---------- is the number of times an outlet is

scheduled to be called on by a

salesman in a week.

A CALL ---------- is the communication which takes

place between the seller and the

buyer.

SELLING ---------- the active attempt of a salesman to

sell the product to the consumer.

LOADING ---------- is the keeping of product on the

truck at the plant and warehouse.

DELIVERY ---------- physical delivery of the product to

the buyers.


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MERCHANDISING ----------activity in an outlet carried out to

make the product more visible,

accessible, convenient and

attractive to the consumers.

PRIMARY DISPLAY ---------- is the main beverages display

usually in a store shelf.

SECONDARY DISPLAY ---------- is an additional opportunity to

display Pepsi product and

increase impulse sales.

FLOOR DISPLAY ---------- create stacked on the floor to

improve visibility & accessibility

of the product.

PROMOTIONAL DISPLAY ----------is specially done to draw attention

to new packs, product promotions

and specially offers done in a

shop window product arranged

attractively using POP material.

POP ---------- Point of Purchase (POP) is

marketing material used inoutlet

to bring additional attention to the

product.


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ANNEXURE

Pepsi Saurabh Singh

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