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TABLE OF CONTENTS

DECLARATION

INTRODUCTION

ACKNOWLEDGEMENT

PREFACE

BACKGROUND OF THE STUDY OBJECTIVES OF THE STUDY METHODOLOGY USED

OVERVIEW OF THE PEPSICO

HISTORY OF PEPSICO

BEVERAGES INDUSTRY IN INDIA

RKJ GROUP WITH PEPSI

INTERPRETATION AND ANALYSIS

LIMITATIONS

CONCLUSION

RECOMMENDATIONS & SUGGESTIONS

BIBLIOGRAPHY

QUESTIONNAIRE

Hindustan college of science & technology farah Mathura


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INTRODUCTION

BACKGROUND OF THE STUDY

Market study is an essential process to develop the company collection of

data, analyzing, reporting of the data to specific situation to any marketing activities

that the company is facing with increase in the competition and the development of

various marketing activities.

Modern marketing calls for more than developing a good product, pricing it

attractively and making it accessible to target customers. Organization also need to

communicate their present and potential customers to communicate their

presenting organization, develops an effectively strategy with the aim of creating

awareness, developing knowledge, liking preference convictions among the

organization target audience with a view to convert them into prospective buyer.

This project report is concern with the Comparative Study Of Pepsi And

Coke in Agra City.



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OBJECTIVE

S



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OBJECTIVE OF THE STUDY

Basically the objective of the study was two fold, on the researchers part, it

was gain a practical exposure of the management theories in the field of marketing

with the combined aim of getting two year MASTER OF BUSINESS

ADMINISTRATION (MBA) degree.

On the companies part the objective was Study Of Pepsi And Coke in Agra

City. which includes-

To determine the sales of PEPSI brands in total soft drinks sales

at Agra region.

Find out the point in which company should improve itself rather

than coke.



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To forecast future requirements for marketing in Agra.

To provide a basis for the sales improvement program me.

To positioning the image of Pepsico in consumers mind.

It is widely accepted that theory broadens ones thinking and helps in idea

generation. But practical and practices indicates the feasibility of their idea and how

far theory can be applied in a situation successfully.

INTRODUCTION

India with a population of more the 110 crores is potentially

one of the largest consumer market in the world. With urbanization

and development of economy, tastes and interests of the people

changes according to the advance nation.

Marketing is about winning this new environment.

It is about understanding what consumers wants a

supplying its more efficiently and more conveniently.



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The consumer market may be ident if ied as the market for

product and services that are purchased by individuals as household

for their personal consumption. Soft drinks is a typical consumer

product purchased by individual primarily quench their thirst and

also for refreshment. Different types of soft drinks are available in

the market and more or less content of all soft drinks is same. The

market of soft drink is facing a cutthroat competit ion and many

companies are f loat ing in the market with their products with

different brand names. In such a situation different factors which

influence the people choice for soft drinks are taste , quali ty ,

images, easy availability and the product cost of advertisement. The

Govt. of India has considered the soft drinks industry as ``Non

essential As a result the excise duty levied by govt. on better soft

drinks is very high.

Thus in a country l ike India where more than 50% of the total

population exists below poverty line, the consumer cannot afford

such high price for soft drinks. As a result the trading activities of

the soft drinks industry is concentrated in and around big cities and

town where the purchasing power of populat ion is considered

comparatively high.



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Sof t dr inks Indus tr ies in India has an annual sal e of abou t

4000crores, with per capita consumption of soft drinks at a low of

seven bottle per annum (even Pakistan has a per capita consumption

of 14; in China and U.S.A. is more than 800 bottles) is due to price

factor.

So, marketing is both philosophy and technology. It is technology

because it suggests ways and means for effective production and

distribution of goods and services in the market to give maximumsatisfaction to the consumer.

The marketing manager is responsible for both determining and

suitability of goods and services in the market to give maximum

satisfaction to the consumer.



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The marketing manager is responsible for both determining and

suitability of goods and services presented by the company to the

market, and also determining about potential market and make

better relation with retailer.

In this regard the marketing management with have to apply to

marketing technology in the conceptual philosophy of a system. It is

the process of system analysis in the marketing management for

effective research and can be defined, Systematic objective and

exhaustive study of tasks relevant to any problem in the field of

marketing.

OBJECTIVE OF STUDY



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A project cum Training is an essential part of Post Graduate

Diploma in Management Curriculum. This study was conducted on

A COMPARATIVE STUDY OF PEPSI AND COKE IN GWALIOR

CITY.

On the following objectives survey was undertaken

are :

1. To Determine the factors which persuade the retailer

for sale of Pepsi.

2. To find out the companys position in the soft

drink market.

3. To find out the exclusive outlets of Pepsi and its

competitors.

4. To find out the promotional activities in Pepsi.

5. To find out the market share of Pepsi against its

competitor.

6. To identity the organizational features of Pepsi.

7. To find out the promotional activit ies of

competitors.



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IMPORTANCE & RELEVANCE OT THE STUDY

The s ix weeks Summer Tra in ing i s very important for a

student of M.B.A this type of study gives some practical

knowledge to M.B.A students and practical knowledge is more

useful than theoretical knowledge for any one.

There is no certain formula for any particular problem but the

aim of this study is to develop the abil i ty of decision making.

Right decision at r ight t ime i tself helps an organizat ion to run

smoothly.

The training in any organization gives us an idea of different

marketing activities and main emphasis is given on Promotional

activities aspect and also it is seen how business is taken tactfully

when any problem comes to an executive, the way of problem

solving, right decision making and knowledge of different types of

marketing activities gives much importance to this study. Though



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only in 42 days i t was notpossible to understand it so deeply but

an over all ideas would be developed.

Vision

Being the best in everything we touch and handle.

Mission

Continuously excel to achieve and maintain leadership position

in the chosen businesses; and delight all stakeholders by making

economic value addition in all corporate function

COMMITMENT



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RESEARCH

METHODOLOGY



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RESEARCH METHODOLOGY

Methodology for a study like this is the most important part. The method of

study adopted by me is totally is to increase and to gather the more information

regarding this project.

The major emphasis in such studies is on the discovery of the ideas and

fruitful relevant information. As such the research design appropriate for such

studies must be flexible enough to provide opportunity for considering different

aspects of a problem under study.

METHODS OF DATA COLLECTION

A. PRIMARY DATA:-



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Survey method

This method was adopted because it helped in

securing detail information from a sample of respondents. The information

received from the respondents is recorded on a form called the questionnaire.

This is only method to measure attitude and motivation directly.

B. SECONDARY DATA:-

I have also used the secondary data, which include the written document of

the organization and other place.

HEAD OFFICE ( VBL)

INTERNET

PAPER AND RECORDS.

The data collected from the above mentioned sources helped me in



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getting information about the brief history of PepsiCo.

SAMPLING PLAN:-

Target population : Retailers of the area of

Nehru park, Station road, Thatipura, Suraj kund, University road, Murar,

Laskar, Birla nagar, Tomb road, Sadar bazaar, Bus stand, suresh

nagar.

Sampling Size : 100

Sampling method : Simple Random Sampling

Area of survey : Gwalior region

AREA WHERE SURVEY IS CONDUCTED

Nehru park

Station road



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Thatipura

Suraj kund

University road

Murar

Laskar

Birla nagar

Tomb road

Sadar bazaar

Bus stand

Suresh nagar.

OVERVIEW OF PEPSICO

PepsiCo is world leader in convenient foods and beverages, with high

annually turnover. The company consists of the snacks business of Frito-lay

America and the beverages and the foods business of PepsiCo beverages and

foods, which includes PepsiCo beverages North America and Quaker Foods North

America.



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PepsiCo brands are available in nearly 200 countries and territories many of

PepsiCo brands names are over 100 years old, but the corporation is relatively

young. PepsiCo was founded in 1965 with the merger of PEPSI COLA and

FRITO LAY. Tropicana was acquired in 1998 and PepsiCo merged with the

QUAKER OATS, including Gatorade in 2001.

Some of the Pepsico beverages are Pepsi, Mirinda, Mountain dew, 7up,

Tropicana, Aquafina, Slice etc. and some of the Frito-lay products are Uncle chips,

Cheetos, Lays, Leher, Kurkure etc.

PEPSICOS success is the result of superior products, high standards of

performance, distinctive competitive strategies and high integrity of our people.

LISTING OF PEPSICO:-

PepsiCo (symbol PEP) share are traded principally in New York stock

exchange in United States. The company is also listed in Amsterdam, Chicago,

Swiss and Tokyo stock exchanges.

PepsiCo has consistently paid cash dividends since the corporation was

found.

AS A CORPORATE CITIZEN:-

PepsiCo believes that as corporate citizen, it has responsibility to contribute

to the quality of life in our communities. This philosophy is put into action through



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support of social agencies, projects and programs. The scope of this support is

extensive ranging from sponsorship of local programs and support of employees

volunteer activities, through the contribution of time, talents and funds to programs

of national impact. Each division is responsible for its own giving programs.

PEPSI HEADQUARTER:-

PepsiCo headquarter is located in PURCHASE, NEW YORK, approximately

45 minutes from New York City. Edward Durrell Stone, one of Americas foremost

architects, designed the seven building headquarter complex.

The building occupies 10 acres of a 144 acres complex that includes the

Donald M. Kendall sculpture gardens, a world acclaimed sculpture collection in a

garden settings.

The gardens were originally designed by the world famous garden planner

Russell Page and have been extended by Francois Goff net. The grounds are open

to the public and a visitor both opens in spring and summer.

HISTORY OF PEPSICO



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Born in the Carolinas in 1898, Pepsi-Cola has a long and rich history. The

drink is the invention ofCaleb Bradham (left), a pharmacist and drugstore owner

in New Bern, North Carolina.

The summer of 1898, as usual, was hot and

humid in New Bern, North Carolina. So a young

pharmacist named Caleb Bradham began

experimenting with combinations of spices, juices,

and syrups trying to create a refreshing new drink

to serve his customers. He succeeded beyond all

expectations because he invented the beverage

known around the world as Pepsi-Cola.

Caleb Bradham knew that to keep people returning to his pharmacy, he

would have to turn it into a gathering place. He did so by concocting his own

special beverage, a soft drink. His creation, a unique mixture of kola nut extract,

vanilla and rare-oils, became so popular his customers named it "Brad's Drink."

Caleb decided to rename it "Pepsi-Cola," and advertised his new soft drink. People

responded, and sales of Pepsi-Cola started to grow, convincing him that he should

form a company to market the new beverage.

In 1902, he launched the Pepsi-Cola Company in the back room of his

pharmacy, and applied to the U.S. Patent Office for a trademark. At first, he mixed

the syrup himself and sold it exclusively through soda fountains. But soon Caleb



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recognized that a greater opportunity existed to bottle Pepsi so that people could

drink it anywhere.

The business began to grow, and on June 16, 1903, "Pepsi-Cola" was

officially registered with the U.S. Patent Office. That year, Caleb sold 7,968 gallons

of syrup, using the theme line "Exhilarating, Invigorating, Aids Digestion." He also

began awarding franchises to bottle Pepsi to independent investors, whose number

grew from just two in 1905, in the cities of Charlotte and Durham, North Carolina, to

15 the following year, and 40 by 1907. By the end of 1910, there were Pepsi-Cola

franchises in 24 states.

Pepsi-Cola's first bottling line resulted from some less-than-sophisticated

engineering in the back room of Caleb's pharmacy. Building a strong franchise

system was one of Caleb's greatest achievements. Local Pepsi-Cola bottlers,

entrepreneurial in spirit and dedicated to the product's success, provided a sturdy

foundation. They were the cornerstone of the Pepsi-Cola enterprise. By 1907, the

new company was selling more than 100,000 gallons of syrup per year.

Growth was phenomenal, and in 1909 Caleb erected a headquarters so

spectacular that the town of New Bern pictured it on a postcard. Famous racing car

driver Barney Oldfield endorsed Pepsi in newspaper ads as "A bully

drink...refreshing, invigorating, a fine bracer before a race."

The previous year, Pepsi had been one of the first companies in the United

States to switch from horse-drawn transport to motor vehicles, and Caleb's



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business expertise captured widespread attention. He was even mentioned as a

possible candidate for Governor. A 1913 editorial in the Greensboro Patriot praised

him for his "keen and energetic business sense."

Pepsi-Cola enjoyed 17 unbroken years of success. Caleb now promoted

Pepsi sales with the slogan, "Drink Pepsi-Cola. It will satisfy you." Then came

World War I, and the cost of doing business increased drastically. Sugar prices see

sawed between record highs and disastrous lows, and so did the price of producing

Pepsi-Cola. Caleb was forced into a series of business gambles just to survive,

until finally, after three exhausting years, his luck ran out and he was bankrupted.

By 1921, only two plants remained open. It wasn't until a successful candy

manufacturer, Charles G. Guth, appeared on the scene that the future of Pepsi-

Cola was assured. Guth was president of Loft Incorporated, a large chain of candy

stores and soda fountains along the eastern seaboard. He saw Pepsi-Cola as an

opportunity to discontinue an unsatisfactory business relationship with the Coca-

Cola Company, and at the same time to add an attractive drawing card to Loft's

soda fountains. He was right. After five owners and 15 unprofitable years, Pepsi-

Cola was once again a thriving national brand.

One oddity of the time, for a number of years, all of Pepsi-Cola's sales were

actually administered from a Baltimore building apparently owned by Coca-Cola,

and named for its president. Within two years, Pepsi would earn $1 million for its

new owner. With the resurgence came new confidence, a rarity in those days



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because the nation was in the early stages of a severe economic decline that came

to be known as the Great Depression.

HISTORY OF PEPSI IN INDIA

As an MNC, On the globe, Pepsi Foods Ltd is one of the largest soft

drink companies in the world with its head quarters in New York.

Pepsi entered the Indian soft drink market in 1988

and began its production in May 1990 and soon it was

giving the local contenders the run for their money in

the soft drink market. It come out with dazzling

marketing innovation that rocket the cola market line

selling the product through function, Pepsi outlets.

Pepsis success in creating a brand almost from scratch

in India is the stuff that marketing case studies are

made of. Given the problems of doing business in

markets l ike ours, Pepsi entered the market as an

under-dog. Its first even advantage- it entered before

Coke returned-was considerable reduced by the

enormous export obligations stepped on the company.

Yet right from the beginning, Pepsi demonstrated a farmore focused approached .So while it entered the

market l ike any other MNC, it was quick to adapt, It

realized that consumers, particularly the youth, to



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whom it consciously reached out , would identify better

with a brand that they se as global, yet Indian, Pepsi

was built as a desi brand. Hence its deliberate attempt

to build ad campaigns using the popular Hinglish In the

process, slogans like, YEHI HAI RIGHT CHOICE BABY and

YEHDILMAANGEMORE AHA

became part of Indias popular consciousness. When

Pepsi lost the bidding batt le to sponsor a Cricket

tournament to Coke, the loss was turned into triumph

with the catch line, Nothing official about it. It cashed

in on the untapped consumer aspirat ion in smaller

towns, the hinterlands of metropolitan cities and now a

days the slogan which is on air is YEHPYAASHAIBADI

It showed a rare abil i ty not only to survive, but also grow

through Indias tortuous policy twists and turns, which threw many

other MNCs off balance. Its top management team did not suffer

from the frequent changes seen at rival, Coke Consequently, it was

able to Unl ike coke, which paid enormous prices to buy out



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established local brands, Pepsi brought i ts own stuff over, and

pushed those aggressively with dealers, retailers and consumers.

Right now, it can bark its outstanding success in building a brand

that has become synonymous with soft drinks across the length and

breadth of the country .

Board of Directors and Committees

PepsiCos business strategy and affairs are overseen by our Board of

Directors, which is comprised of two executive directors and ten independent

outside directors. Only independent outside directors make up our three standing

Board Committees,

1) Nomination and Corporate Governance,

2) Audit,

3) Compensation.

DIRECTORS

1. Shona L. Brown



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Senior Vice President, Business Operations of Google Inc

SHONA L. BROWN, 43, is Senior Vice President, Business Operations of Google

Inc., a position she has held since 2006. From 2003 to 2006 she served as Vice

President, Business Operations of Google Inc., where she led internal business

operations and people operations

2. Ian M. Cook

President and Chief Executive Officer Colgate-Palmolive

IAN M. COOK, 55, was named Chief Executive Officer and was elected to the

board of Colgate-Palmolive Company in 2007. Mr. Cook joined Colgate in the



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United Kingdom in 1976 and progressed through a series of senior management

roles around the world

3. Dina Dublon

Consultant

Former Executive Vice President and Chief Financial Officer, JP

Morgan Chase & Co

DINA DUBLON, 54, was elected a director of PepsiCo in 2005. She is a trustee of

Carnegie Mellon University, the Global Fund for Women, the Women's Commission

for Refugee Women & Children and Greenstone Media.

4. Victor J. Dzau, M.D.



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Chancellor for Health Affairs, Duke University

and President CEO, Duke University Health Systems

VICTOR J. DZAU, MD, 62, was elected a director of PepsiCo in 2005. Dr. Dzau is

chancellor for health affairs at Duke University and President and CEO of the Duke

University Health System since July 2004.

5. Ray L. Hunt

Chief Executive Officer, Hunt Oil Company

Chairman of the Board, President and Chief Executive Officer, Hunt

Consolidated, Inc.

6. Indra K. Nooyi



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Chairman of the Board and Chief Executive Officer PepsiCo

Indra Krishnamurthy Nooyi, 52, is Chairman and Chief Executive

Officer of PepsiCo. Mrs. Nooyi was named President and CEO on

October 1, 2006, and assumed the role of Chairman and CEO on

May 2, 2007. Mrs. Nooyi was elected to PepsiCo's Board and was

named President and Chief Financial Officer in May 2001, after

serving as Senior Vice President and Chief Financial Officer since

February 2000. Mrs. Nooyi also served as Senior Vice President,

Strategic Planning and Senior Vice President, Corporate Strategy

and Development from 1994 until 2000.

http://en.wikipedia.org/wiki/Indra_Nooyihttp://en.wikipedia.org/wiki/Indra_Nooyi


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ORGANISATIONAL SETUP

MANAGING DIRECTOR

C.E.O

UNIT MANAGER

ACCOUNT M.O.M M.E.M. H.O.S. H.R.M. PLANTMANAGER MANAGER

T.D.M.

A.S.M.

C.E.



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Management Trainee

FABULOUS FACTS ABOUT PEPSI

The price of PEPSI first exceeded 5 $ per serving in 1946 in Los Angeles.

In 1969, the code name, Project Arden, was used for the introduction of G new

graphic look for the PEPSI Company. The result consistent identity for

packaging, advertising everything incorporating the signature Dynamic

Ribbon.

PEPSI syrup was first shipped in used whiskey kegs and barrels but they

were repainted red to give them a distinctive mark.

The greater Mexico City bottler produces the greatest volume of any PEPSI

bottler on the globe.



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The consumption of PEPSI classic in the United States exceeds each of the

following: bottled water, juices, powdered drinks, wine and distilled spirits.

It took 58 years unit 1944 to sell the first billion gallons of PEPSI syrup.

Today that billion gallon mark falls every 7- months.

Cuba and panama were the first two countries to bottle PEPSI outside the

United States.

If the PEPSI Company constructed a sign like the ones McDonalds uses to

count their millions of customers, by 1983 it would have read over 1 trillion

served.

PEPSI trucks travel over 1000000 miles a day to supply consumers with soft

drinks.

200 billion servings of PEPSI would fill 213000 Olympic sized swimming

pools.

In 1894, the first syrup plant outside of Atlanta was opened in Dallas.

If all the PEPSI vending machines in the U.S. were stacked one on top of

another, the pile would be over 450 miles high.

In 1928, sales of bottled PEPSI surpassed fountain sales for the first time.

If all of the PEPSI sold in 1994 were in 8 ounce bottles laid end to end,

those bottles would reach to the moon and back 76 times.



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If the entire PEPSI Company product sold in 1994 were flowing over Niagara

Falls at its normal rate of 1.5 billion gallons per second, the falls would flow for 3

hours.

During 1886, sale averaged nine drinks per day (total not per person). Most

recently, sales of company products were more than 411 million drinks per day

(total not per person).

25 gallons of syrup were sold in 1886, compared to 1.6 billion gallons in 1985.

In 1886, Frank Robinson used his own pen and ink to scrip the PEPSI

trademark. Today, PEPSI is the most recognized trademark in the world,

spoken in 80 languages.

If one bottle could be made large enough to contain all the PEPSI ever

produced, it would be 6365 feet high and 1930 feet wide. A person of

proportionate size to the bottle would be a giant 10.9 miles tall and weigh over

two million pounds.

If all the PEPSI ever produced was in normal bottles placed end to end, they

would wrap the earth 4712 times.

PEPSI is the worlds most recognizable trademark recognized by 94% of the

worlds population.

There are about 7000 soft drinks from the PEPSI Company consumed every

second of every day.



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BEVERAGES INDUSTRY IN INDIA

Indian beverages industrys size is Rs. 8000 Cr and it is dominated by two

players viz PEPSI and COKE only. This high profile industry has lot of potential for

growth as per capita consumption in India is 9 bottles a year as compared to 20

bottles in Sri Lanka, 14 in Pakistan, while 12 bottles a person in Nepal.

The RKJ group is Indias leading supplier of retailer brand carbonated and

non carbonated soft drinks, with beverage manufacturing facilities in India and

Nepal. Its experience in the beverage industry dates back to the sixties when it had

the first franchise at Agra.

The family manufactures and markets carbonated and non carbonated soft

drinks and mineral water under PEPSI brand. The various flavors and sub brands

are PEPSI, MIRINDA ORANGE, MIRINDA LEMON, MOUNTAIN DEW, 7UP,

SLICE MANGO, SLICE ORANGE, EVERVESS SODA, and AQUAFINA. It has the

license to supply beverages in the territories of western U.P., part of M.P., half of

Haryana, whole of Rajasthan, Goa, 3 districts of Maharashtra, 13 districts of

Karnataka and whole of Nepal. The group has in total 18 bottling in India and Nepal

and is responsible and marketing 44% of PEPSI requirement in India.



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ENTRY OF PEPSICO IN INDIA

In 1977, a change in the government at the center lead to the exit of COCA

COLA which is preferred to quit rather to dilute its equity to 40% in compliance with

the Foreign Exchange Regulation Act (FERA).

The beginning of 80s saw a birth of another cola drinks THUMS-UP in

1978 PARLE lead the Indian markets ( share 33% ) with its GOLDSPOT and

LIMCA brands. In 1987 pure drinks share came down to 21% a result of growing

popularity of LIMCA and THUMPS UP. At the same time the threat to the Indian

soft drinks market was that of fruit drinks.

PepsiCo entered India in 1989 and has grown to become one of the countrys

leading food and beverage companies. One of the largest multinational investors in

the country, PepsiCo has established a business which aims to serve the long term

dynamic needs of consumers in India.

PepsiCo India and its partners have invested more than U.S.$1 billion since

the company was established in the country. PepsiCo provides direct and indirect

employment to 150,000 people including suppliers and distributors.



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PepsiCo nourishes consumers with a range of products from treats to

healthy eats, that deliver joy as well as nutrition and always, good taste. PepsiCo

Indias expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP,

Mirinda and Mountain Dew, in addition to low calorie options such as Diet Pepsi,

hydrating and nutritional beverages such as Aquafina drinking water, isotonic

sports drinks - Gatorade, Tropicana100% fruit juices, and juice based drinks

Tropicana Nectars, Tropicana Twister and Slice. Local brands Lehar Evervess

Soda, Dukes Lemonade and Mangola add to the diverse range of brands.

PepsiCos foods company, Frito-Lay, is the leader in the branded salty

snack market and all Frito Lay products are free of trans-fat and MSG. It

manufactures Lays Potato Chips, Cheetos extruded snacks, Uncle Chipps and

traditional snacks under the Kurkure and Lehar brands. The companys high fibre

breakfast cereal, Quaker Oats, and low fat and roasted snack options enhance the

healthful choices available to consumers. Frito Lays core products, Lays, Kurkure,

Uncle Chipps and Cheetos are cooked in Rice Bran Oil to significantly reduce

saturated fats and all of its products contain voluntary nutritional labeling on their

packets.

The group has built an expansive beverage and foods business. To support

its operations, PepsiCo has 43 bottling plants in India, of which 15 are company

owned and 28 are franchisee owned. In addition to this, PepsiCos Frito Lay foods

division has 3 state-of-the-art plants. PepsiCos business is based on its

sustainability vision of making tomorrow better than today. PepsiCos commitment



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to living by this vision every day is visible in its contribution to the country,

consumers and farmers.

P R I C E : -

Price/Carat 250ml 300ml 500ml 1.5ltr. 2.0 ltr. 1Ltr.

Pepsi ---- Rs. 165 Rs.405 ---- Rs.369

7up ---- Rs. 165 Rs.405 ---- Rs.369

Mirinda(O) ---- Rs. 165 Rs.405 ---- Rs.369

Mirinda(L) ---- Rs. 165 Rs.405 ---- Rs.369

Slice Rs. 165 --- --- --- ---

Mountain Dew

Aquafina M.W.

----

-----

Rs. 165

------

Rs.405

-----

----

-----

Rs.369

------ Rs.12

/-



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MANUFACTURING PROCESS

OF VARUN BEVERAGES PVT LTD.

Varun Beverages Pvt. Ltd. A private owned company at Gwalior

Industrial Area (M.P), is a franchise of PEPSI Food India Ltd. The

factory bottling unit is capable of producing 849 bottles per minute.

The products are all PEPSI soft drinks, l ike Pepsi, 7up, Mirinda

(Orange and Lemon), Slice, Mountain Dew and Soda (Everest and

Team). The Factory came into operation in 14 th April 1998.

1. WATERTREATMENT :

Water treatment is very important in soft drinks plant as the nature

and quality of water varies from place to place. To set uniform and

standard water the process of treatment is carried on. The water

t aken out f rom bor ing wel l by the help of moto r pump and

chlorinated by chlorinates and then by the help of pipelines comes

to treatment tank called Coagulation Tank where to this water



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solution of different strength of added through dosing pump to

reduce alkalinity, hardness, kill the bacterias. The chemicals are

mixed by settle down as sludge and clear water passes to Retention

Tank. From This tank the wa ter passes through sand f il ter

containing fine sand and pebbles and carbon fil ter containing

granular carbon and finally through water polisher, micron filter,

UV Lamp to ensure clear and Sanitary Water for use.

Further water used in bottle washer and boiler needs softening. For

this purpose, the water from storage Tank, after passing through

two f ilt er be lts containing f ine sand and g ranular ca rbon

respectively comes to pass through a belt of Resin and bottle washer

to reduce scale formation inside the machines.

2. SYRUP MAKING :

For syrup making of particular brand, calculated quantity of

sugar, water activated carbon and high-flown super cell known as

fi l ter Aid are taken into a sugar space to enter s team and also

filtered by a motor with agitator, Sugar syrup called Raw-Syrup is

prepared by dissolving the sugar with continuous stirring and

heating by steam supplied by oil fired boiler. This hot syrup by the



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help of a pump is fi l tered through a fi l ter press attached with a

serious of quality filter paper to separate out carbon particles. Clear

hot syrup by the help of SS pipelines passes through water P.H.E.

circulated by glycol for further cooling. The chilled syrup comes to

a Mixing tank, which is quantity of Bricks Hydrometer, concentrate

is added and to the mixed thoroughly by a mechanical stirrer filter

to the rank. This mainly, the liquid part are kept in a cold store, the

tempera ture i f f in ished syrup room is a lso maintained Air-

conditioner. All the containers used for syrup making are cleaned

and sanitized by Soda-bi-Carbonate, strong chlorine solution and

not caustic soda solution.

3. BOTTLE WASHING :

Bottle Washing is an important part in soft drink plan. The

empty durable and returnable bottles used are r eturned from market

in plastic carats are fed to a bottle washing machine ( washer). The

machine has double end system with circular chain to carry the

bottles Caustic Soda, Tri sodium Phosphate, Sodium-Gluconate are

added to the caustic Tank fi lled in with water heated by steam

supplied by the boiler. The empty bottles enter to the Hot Caustic

Tank in one end and after being cleaned by caustic solution and

finally washed with water through spray jets f ilter are discharged in

other end. The washed bottles after proper inspection are SU 319 &



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SU 853 are sued for conveyor cleaning and smooth running of chain

carrying bot tles . SU 260 & SU 773 is used for bot tle c leaning

shining and mold removing.

4. FILLING :

Finished syrup and t reated water l ime are connected to a

dosing pump which mixes syrup and water with ratio of 1:5 and the

syrup mixed with water enter to Carbonate tank to mix with Carbon-

Dioxide gas . Which are preserved in cyl inders for use . The

cyl inders a re connected through CO manifold to tank to use

requisite quantity of gas. To control CO pressure and temperature of

l iquid, we used recording control (Yaylor) . The syrup passed

through a PHE, which is cal led i tself by circulation of chi lled

glycol supplied chilling compressor.

To run the machine for chil l ing F-22 gas used. The syrup being

chilled easily mixes with CO gas and enters to filter for bottling.

The lift cylinder functioned by pressure of air supplied by an air

compressor. The syrup known as Beverages in this stage is filled in

the cleaned bottles, which are durable in nature and returnable by,

buyer by filling machine (Filter ) by a counter pressure of carbon-

dioxide gas. After beverages is f il led in bot tles i f goes to the

crowner where with the help of a crown corks the bottles are sealed



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(crowned) to project the carbonation, flavor, outside contamination

and spoilage. The finished products are coded by a coding machine

and inspected properly by inspection light while passing through the

conveyor fitted with SS chains. The empty plastic carats passing

through a conveyor enters to carat washer machine and it is washed

and mover through the conveyor where f inished products are

accumulated.

5. TESTING OF PRODUCT :

F inal ly the f ini shed sy rup dur ing bot tling is t est ed in

laboratory to meet the parameters and also to get standard and

quali ty products. To maintain the standard and uniformity in

products the sugar contents and carbonation in the filled bottle are

checked in regular intervals by certified by bricks hydrometers,

refractor meters & pressure gas. The dead weight tester is needed

calculate pressure gas to know meter. Electronic Digital Balance is

used to weight chemical to conduct test in lab. A CO purity tester

checks the purity of CO.

The microbiology test of the products and water used in syrup

making and production are also done to ensure that the product is

free from any bacteriological contamination. To conduct the micro



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test , hot steril izer, incubator, autoclave, pads fi lter membranes

media are produced and used.

The diesel generator is operated in case of electricity failure

for smooth operation of plant. To drawn electricity for the State

Electricity Board the transformer used.

Furnace Oil/Diesel Oil is used in boiler for generation steam.

RAW MATERIAL INPUTS :

A sof t d rink bot tl ing plan t requi res the fol lowing raw

materials :-

1. Sugar

2. F lavor

3. Water

4. CO2 Gas

5 . Crown Cork

6. Glass Bottles

7. Plastic Carats

1. SUGAR :



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High purity crystal sugar is required to produce the sugar is

requi red to produce the sugar syrup for sof t d rink . The main

supplier of sugar for Varun Beverages Pvt. Ltd. Is M/s KCP Ltd.,

Chennai, The usual requirement of sugar is around 800 gm per carat

for all flavors.

2. FLAVOUR :

M/S Pepsi Food Ltd. Is supplying all essence of flavor for

Varun Beverages Pvt . Ltd. From their plant Chennai , Bhawna

Nagar (Panjab).

3. WATER :

The required water of Varun Beverages Pvt. Ltd. Is being met

from the high yielding deep boring well with pumps. Adding

softening plant & DM plant so as to meet the required quality of

water then treats the raw water taken out from these well. Water

quali ty is being str ic tly adhered through regular sampling &

analysis.

4. CO2 GAS :

CO2 Gas of the required purity is being carried on from

Hindustan Gas & India Ltd. And also from IOC Patna and Barauni,

as per requirement of flavour. The usual consumption of CO2 is 1kg

per 10 carats in case of Pepsi, 1 kg per 5 carats in case of Soda

Water and the rest flavour 1 kg per 114 carats.



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5. CROWN CORK :

Varun Beverages Pvt. Ltd. Takes crown cork from Manksic

Crown Ltd., Bhopal, Manksia Closures Ltd., Gaziabad respectively.

6. GLASS BOTTLE :

Varun Beverages Pvt. Ltd. Takes fl int & green glass bottle

from Hindustan National Glass Ltd., Tapovan (Hrishikesh).

7. PLASTIC CARATES :

Varun Beverages Pvt. L td. Takes pla sti c ca rat es from

Neelkamal Plastic Ltd., Nasik, Supreme Industries Ltd., Nasik.



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MARKETING STRATEGY

Marketing Strategy is the complete and unbeatable plan

designed specifically for attaining the marketing objective of the

firm. The market objective indicates what the firm indicate, what

the firm wants to achieves, the marketing strategy provides for

achieving them.

The Marketing strategy is not able idea. It is a well outlined

plan, and there are different ways to formulating i t . Basically

formulating of marketing strategy consists of two main steps.

Selecting a Target Market. Assembling the Marketing mix,

Actua lly, the targe t marketing and marketing mix together

constitute the marketing strategy of the firm.

When the Pepsi Food Company entered in the Indian soft

drink market, the market was a lready prevailed by coke and

previously it was Parle, Pepsi tried to established in India with a

unique marketing policy, Pepsi took into consideration of youth

segmen t ta rget market . Though the adver tisemen t of Peps i

highlighted the style of living of young generation with different

walk of life. Pepsi brought in its advertisement different stalwarts

personalit ies from fields l ike young cine stars, sport stars and

famous personalities from different fields. It has attracted the young

generation and of course increase the sale of Pepsi, Pepsi also

organized the national and international sports programmed to

attract the young generation.



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ASSEMBLING THE MARKET MIX :

The set of controllable tactical tools :-

A product, place service and promotion (4ps) that the firm

blend to produce the response it wants in the target market. These

are the following 4Ps.

1. P roducts : That could meet the identified needs of chosen

consuming groups.

2. P lace : It perform various functions like transportation,

warehousing, channel management etc . so the product could

convertingly reach the consumer.

3. Promotion : The firm carries out a no, of measures like

personal selling, advertising and sales promotion programmed with

view to communicate the consumer and promoter of the product.

4 . Service I t referee to the various serv ices to be provided to

the customer before and after sale period.



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I t is the mechanism to achieve the consumptions of marketing

process, striking the level of price that is accepted to the firm as

well as consumer.

4Ps policies of the Pepsi products :

1. Product : there are five lines of products of soft drink in Indian

that is almost matched with international quality product line.

Pepsi - 200ml, 300ml, 500ml, and 2000ml,

Miranda - 200ml, 300ml, 500ml, and 2000ml,

7up - 200ml, 300ml, 500ml, and 2000ml,

7up ice - 200ml, 500ml,

Mountain Dew - 200ml, 500ml, and 2000ml

Slice 250 ml.

2. Place : Pepsi has a s trong channel of distr ibut ion, and view

intermediaries command the distribution work

Bottler Distributor Retailer Consumer

By this simple distribution, Pepsi is doing well. The company is

trying to reach at every route urban and village areas. The companyhas succeeded to some extent in reaching its target.



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3. Promotion :In the specific sense sales promotion methods are

those sales activities that supplement both personal selling and

advertising and co-ordination them and help to make them effective

such as display, shows and exposition and demonstrations and other

recurrent selling efforts not in ordinary route.

Pepsi has taken verity of tools had techniques of sales promotion.

Like for example sales promotion let te rs , catalogs, point o f

purchase (POP), d isplay , cus tomer service programmed and

demonstration free sample.

Followings are some promotional activities of Pepsi :

Scheme : Pepsi under Varun Beverage has offered a lot of schemes

for sales promotion.

RETAILER SALES PROMOTION :

Free 2 Bottles free on per case purchase on 200ml.

Free 4 Bottles free on per case purchase on 300ml. Cola

Recently on 3 rd June a scheme was offered to retailers in which on

purchase of per case of 200ml, two bottles of 200 was provided

free.



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CONSUMER SALES PROMOTION :

YEH PYAAS HAIN BADI

THREORITICAL INPUT

Promotional Activities (for Retailers)

Promotional activities consist of various means of communicating

persuasively with the target audience. The important methods are:

(a) Advertisement : - where an ident if ied sponsors pays media

(such as TV) to transmit to target consumer.

(b) Personal selling :- Where sales representative employed by

the f irm engage in interpersonal communication with

individual consumers and prospective customers.

(c) (C) Sales promotion : - Where the Market ut il ize displays,

demonstrations, premiums, contests or similar devices.



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(d) Publicity and Public relation :- help to st imulate supportive

news items about the firm and its product that have greater

credibility with public than advertisement.

Of all the methods of promotional activities that consti tute the

promotion mix, sales promotion is the only one method that makes

use of incentives to complete the Push pull promotional strategy

of motivating the sales force, the distributor and the consumer

transacting a sale.

According to American Marketing Association sales promotion

refers Those activities other than personal selling, advertising and

public ity, tha t stimula te consumer purchasing and dea ler

effectiveness, such as display, Shows and Exhibition, demonstration

and various other non-recurrent sell ing efforts not in ordinary.

Sales promotion is also known by the name of Extra Purchasing

Value (E.P.V.).



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MEANING AND OBJECTIVE OF SALES

PROMOTION

Sales Promotion Meaning Objectives

1 Price off offers Offering product at lower than

the normal price.

To encourage immediate

sales, attract non users,

induce new product trial.

2 Quantity off offer Offering more quantity of the

same product at no extra cost or

a very nominal increase in the

price the larger quantity packs.

To encourage more longer

duration consumption,

highest or excess quantity

movement from the factory,

trade up consumer for

higher quantity pack size.



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3. Premium Offer of an article of

merchandise as an incentive in

order to sell product or service.

To encourage purchase,

stimulate loyalty, off season

sales promotion, induce trial

of new product, ensure

reach of premium to the

consumer.

4. Coupans When the consumer is entitled to

redeem specific standard

certificate for a product free or

in part payment. Coupons are

used by both the manufacturers

and the dealers for sales promotion. Coupons may be

distributed by e-mail, by media

advertisements, door-to-door.

Inside product package or by

dealers on purchase.

To encourage product trial,

build loyalty, trade up

regular users stimulate re-

purchase rate, solicit

enquiries.

5 Consumer contests

and lucky draws

When individuals are

invited to compete on the

basis of creat ive skil ls .

The lat ter is based on the

chance or luck factor.

To create brand awareness

and s t imulate interes t in

the brand acquaint

co nsu me rs w ith b ra nd

usage and benef its build

traffic at the store precipitate brand

purchase. Obtain

consumer feedback,

promote adver ti sement



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theme of the company.

6 Discounts Other than normal trade

and cash discounts.

To push more sales to

trade early cash recovery.

7 . P oi nt -o f Purchase

(POP)

Those special d isplays,

racks , banners , exhibits,that are placed in the

retai l s tore to support the

sale of a brand

To a tt ract t ra ff ic a t the

retail stores, remindcustomers, encourage

impulse buy ing, ensure

visibility to the

advertising campaign.

ADVERTISING & SALES PROMOTION IN

VARUN VEVERAGES PVT. LTD.

Advertising and sales promotion activit ies plays a vital role in

entire marketing efforts. Without these aspects a quality product

can not survive in the market. Advertising and sales promotion tools

are most essential for the modern global marketing. This chapter

has therefore been devoted to the studies of advertising and sales

promotional activities in M/s Varun Beverage Pvt. Ltd.

The two basic objective for carrying out such various promotional

activities by Varun Beverages Pvt. Ltd. Is to generate more sales

as will as to create and maintain an image of its product. L.B.P.L.



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carries out its promotional activities as controlled and integrated

programmes of communication and material design present its soft

drink to the perspective customers. It also helps in communicating

the need satisfying of soft drink to facilitate the sales eventually to

contribute towards the profit in long run.

The tool used by L. B. P. L. for fulfilling the various purposes of its

promotional activities are the following :-

a) Free Bottle scheme.

b) Rack Display.

c) Umbrella Display.

d) Free Cinema Hall Ticket with Lunch is good Restaurants.

e) Lucky Draw

f) Prizes.

g) Price cut offer.

RKJHindustan college of science & technology farah Mathura


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GROUP

ABOUT RKJ GROUP:-

It can be said with absolute certainty that the RKJ Group has carved out a

special niche for itself. Our services touch different aspects of commercial and

civilian domains like those of Bottling, Food chain and Education. Headed by Mr.

R.K. JAIPURIA, the group as on today can lay claim to expertise and leadership

in the fields of education, food and beverages.

The business of the company was started in 1991 with a tie up with PEPSI

Food Limited to manufactures and market PEPSI brand of beverages in



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geographically per-defined territories in which brand and technical support was

provided by the principals viz., PEPSI Foods Limited. The manufacturing facilities

were restricted at Agra Plant only.

VARUN BEVERAGES LTD is the flagship company of the group.

The group also became the first franchisee for Yum Restaurants

International [formerly PepsiCo Restaurants (INDIA) Private Limited] in India. It has

total 46 Pizza Hut Restaurants and 1 KFC Restaurant under its company and also

cream bell ice-cream company under the JAIPURIA group.

The Jaipuria Group is one of the largest bottlers and distributors of Pepsi in

India, and owns Pizza Hut franchises in Northern and Eastern India and Costa

Coffee franchises nationwide. The Group also has business interests in real estate,

hotels, schools, hydrogenated oil and breweries. Universal Dairy Products and

Devyani Food Industries are jointly owned by two Jaipuria brothers, Mr. R.K.

Jaipuria and Mr. C.K. Jaipuria, who are the projects sponsors.

We diversified into education by opening our first school in Gurgaon under

management of Delhi Public School Society. The school of the group are run a

Registered Trust namely Champa Devi Jaipuria Charitable Trust.

Companies are medium sized, professionally managed, unlisted and closely

held and closely held between Indian Promoters and foreign collaborators.



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The group added another feather to its cap when the prestigious PepsiCo.

International Bottler of the year award was presented to Mr. R.K. JAIPURIA for

the year 1998 at a glittering award ceremony at PepsiCo centennial year

celebrations at HAWAII, USA. The award was presented by Mr. Donald M. Kendall,

founder of PepsiCo Inc. in the presence of Mr. George Bush, the 41st President of

USA and Mr. Roger A. Enrico, Chairman of the Board and C.E.O., PepsiCo Inc.

and Mr. Craig Weatherup, President of PEPSI COLA Company.

RKJ GROUP WITH PEPSI

The Jaipuria Group, since 1975 has been a

renowned and reputed name in the field of soft drink

bottling. Since its foray into this field the group has

bottled almost all the major soft drinks brands that

existed in India like Coca Cola, Thumps Up, Limca and

Pepsi etc.


RAVI JAIPURIA


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Today the Jaipuria Group commands almost

60% of the Pepsi business in India. With an impressive turnover and plants

equipped with the latest technology the Jaipuria Group can boast of being the

biggest name in the country when it comes to soft drink manufacturing.

The Group has a major presence in most part of the country, with its 22 fully

operational plants running successfully across the country.

Pepsi Bottling Plants In India

1. GOA SALCETE

2. RAJASTHAN JODHPUR

3. RAJASTHAN JAIPUR



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4. RAJASTHAN ALWAR

5. RAJASTHAN BHIWADI

6. KARNATAKA DHARWAD

7. UTTER PRADESH GREATER NOIDA

8. UTTAR PRADESH KOSI

9. KATHMANDU - NEPAL



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OF

COLA FLAVORS

Cola is a most popular flavor in any group of age. This is the most

saleable flavor in the world. Both PepsiCo has its own cola flavor. PepsiCo has a



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cola flavor named PEPSI. Pepsi Cola is a cash cow brand for the company in terms

of sales revenue. Pepsi has two competitive brands in the cola flavor.

PEPSI:-

LIME AND LEMON FLAVORS



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This segment of flavors is very likely in the children and aged person.

PepsiCo has one brand. The PEPSIs brands are MOUNTAIN DEW, MIRINDA

LEMONand 7UP.

MIRINDA LEMON is considered to be lemon in taste, comes under the

category of cloudy lemon because of its color which is similar to that of clouds. It

has to yield good revenue.

MOUNTAIN DEW is sweet lemon soft drink in India and in a few countries.

It is mostly demands by the children.

7UP is lemon lime soft drinks. Sale of 7up is third largest carbonated soft

drink brand in the U.S. most consumers prefer 7up as their favorite brand than any

other non cola.



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ORANGE FLAVORS

This is another type of flavor in the soft drink industry. The taste is like

orange. In this segment PEPSI has a brand named MIRINDA whether

COCACOLA has its FANTA in orange. This flavor is mostly preferred by children

and women.

MANGO FLAVORS

In this categorys flavor is like a Mango. This flavor is now becoming more

popular in India. In Mango flavorPepsiCo has a will known name SLICE whether

COCACOLA has a MAZAA in this segment.



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NEW BRANDS LAUNCHED BY PEPSICO

NIMBOOZ: - PepsiCoin India recently launched a new flavor named NIMBOOZ

in INDIAN market. It has a real NIMBU PAANI taste.



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GRAPHICALANALYSIS

&INTERPRETATIO

N



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ANALYSIS AND INTERPRETATION:-

A survey with sample size 100 is conducted on randomly basis in different

part of Agra to take the help in comparative analysis of PepsiCo. and COCA COLA.

All the samples which are selected are the retailers / outlets of PepsiCo.

and COCA-COLA.



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REASERCH METHODLOGY


IntroductionData CollectionMethodData sourceResearch InstrumentSampling Plan


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METHODOLGY

INTRODUCTION

Marketing Research is a process of collecting and analyzing

marketing and ultimately to arriver at a certain conclusion. Varun

Beverages Pvt. Ltd. Is a concern which is marketing the product

having different brands Thus a survey method of marketing research

is essential ly exploratory in mature Thus a survey method of



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marketing research is essentially exploratory in nature Thus I opted

for Questionnaire method for conduct ive survey about the

marketing of Pepsi though retailer in Patna.

Importance of marketing Research.

Marketing Research have i ts importance not only for consumer

market; it also effectively to the producer of goods and services The

use of marketing research in consumer market may be explained on

the basis of following services by it:-

1 It ascertains the position of a company in

specified Industry.

2 It indicates the present future t rend of industry

and points out how the companys affairs are to

be turned up.

3 It helps in development &introduction of new

product.

DATA COLLECTION METHOD

Since the study is exploratory in nature. A personal interviewwith each retailer was aid of questionnaire was selected as the

method of obtaining data the questionnaire to used in Patna to



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facilitate tabulation and analysis of data were designed for segment

retailers.

Field experience showed that listing the respondents to the

questionnaire failed to touch upon certain parameters and it was

found necessary to let the respondents have free had and let the

designed information fil ter lengthy discussion, through some

aspects of questionnaire adequately touch upon.

The quest ionnai re was prepared by researches and the

researcher also f il led himself interviewing the retai lers these

himself interviewing the retailers. For interviewing the retailers

these himself interviewing the retailers. For interview as far as

those languages were used which they can understand clearly; such

as Hindi & English. The researched used to stand in front of the

randomly chosen retail outlet. This is a comprehensive master plan

of the study undertaken, given a general statement of the method

used and procedure followed.

Since the study is both exploratory and descriptive in nature.

A personal interview with each retailer with each retailer with the

help of questionnaire was selected to obtain data. The questionnaire

to be used in Gwalior only.

Data source:- The various source of information

broadly divided in 2 categories.



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(a) Primary source:- Source from where f irst hand

information are gathered directly are called primary

source and information thus collected is called primary

data. In case of the above study the primary source

was RETAILER.

(b) Secondary source:- The data that are collected

for anther purposes are already existing somewhere is

called secondary data. With regard to my study the

secondary sources where records of the company.

Magazines and papers.

DATA COLLECTION METHOD .



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The following methods are widely used for collection

data.

(1) Survey method.

(2) Observation method.

In the above mentioned method. Survey and

observation method was mainly used for the

undertaken topic. Survey method was mostly used for

collection of data through personal interview with the

help of a framed questionnaire in case of retail outlets.

Such as general store. Grocery shop, sweet shop , pan

shop, restaurants and some others. As far as retailers

are concerned .Besides survey. Observation method

was also used to get data by watching the retailer.

RESEARCH INSTRUMENT:- In this regard an

instrument refers to means by which research is

conducted .

In this case of all the respondents questionnaire was used.

SAMPLING PLAN:

The samples were on judgment and convenience. A sample size of

105 respondents was taken. The sampling unit was retailers of Patna

for which this sample size was considered a fair representative of



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the above mentioned area. The sample consisted of retai lers

spread over the entire area of the distributor.

For analysis & interpretation of data the research used:-

Percentage = No of respondent

Total No of respondents

DATA ANALYSIS AND INTERPRETATION


X 100

KEY ANALYSIS AND FINDINGS

SWOT ANALYSIS


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KEY ANALYSIS AND FINDINGS

I was given to study the various distribution and marketing aspects,

which are responsible for increasing market share of Pepsi in Patna

under a distributor M/s Sarswati Enterprises, Phulwari Sarif, Patna.

I Studied :-

1. Market share of Pepsi and Coca-cola Company.

2. Exclusive out lets of Pepsi and Coca-Cola Company.

3 . Vis i coolers i . e. refrigera tors of Pepsi and Coca-Cola in the

market.

4 . Signage i .e . hoarding , glow s ign boards & wal l pa in ting ( for

advertisements) of Pepsi and Coca-Cola in the market.



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MARKET FINDINGS AND ANALYSIS

1. ROUTE :- tomb road, station road, sadar bazaar.

Sample Size - 105

i) Market Share :

Monthly sale of Pepsi Products = 3610

Monthly sale of Coco-Cola products = 5035

Total sale = 8645

Therefore market share of Pepsi products = 41.76%

Market Share of Coco-Cola products = 58.24%

PEPSI 3907

COCO-COLA 7138

PEPSI

COCO-

COLA

PEPSI

COCO-COLA



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ii) EXCLUSIVEOUTLETS :

Sample size 105

No. of exclusive outlets of Pepsi = 6 (5.71%)

No of exclusive outlets of coca-Cola = 12 (11.43%)

Mixed ( Pepsi & Coca-Cola ) = 87 (82.86%)



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Ex-Pepsi 6

Ex-Coca Cola 12

Mixed 87

Ex-Pepsi

Ex-Coca Cola

Mixed

iii) VISICOOLERS :-

Sample size = 105

No. of outlets having only Pepsi Visi coolers = 21 (20%)

No of outlets having only Coca-Cola Visi coolers = 18 (17.14%)

No. of outlets having both Pepsi and Coco-Cola

Visi coolers = 9 (8.57%)

No of outlets having only own Visi coolers = 52 (49.52%)

No. of outlets having no Visi coolers = 5 (4.76%)



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Pepsi Visi 21

Coca Cola visi 18

Pepsi & Coca Visi 9

Own Visi 52

No visi 5

Pepsi Visi

Coca Cola visi

Pepsi & CocaVisi

Own Visi

No visi

iv) SIGNAGE :

Sample size = 105

No. of outlets having only Pepsi Signage = 20 (19.05%)

No of outlets having only Coca-cola signage = 14 (13.33%)

No of outlets having both Pepsi & Coca-Cola signage = 2 (1.90%)

No. of outlets having no signage = 69 (65.71%)



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Pepsi Signage 20

Coca Signage 14

Pepsi & Coca Signage 2

No Signage 69

Pepsi Signage

Coca Signage

Pepsi & CocaSignage

No Signage

MEDIUMTHATAFFECTS SALESMOST

Sample Size = 105

a) Television as a medium for affecting sales= 38 (36.19%)

b) Magazine / News paper as a medium for affecting sales = 10

(9.52%)

c) Display as a medium for affecting sales = 22

(20.95%)

d) Wall paintings & Hoardings as a medium for affecting sales = 35

(33.33%)



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Television 38

Magazine / News 10

Display 22

Wall Painting 35 Television

Magazine / News

Display

Wall Painting

Do the retailers think that aggressive advertising or scheme further

increase the sales volume of Pepsi ?

Sample size = 105

a) Yes = 81 ( 77.14% )

b) No. = 16 ( 15.23% )

c) None = 8 ( 7.61% )



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Y e s 8 1

N o 1 6

N o n e 8

Y e s

N o

Ye s

No

Non

Y es

No

No n e

Promotional activities that affect the sales mostly

Sample size = 105

a) Free bottle scheme as promotional activity = 62 (59.04%)

b) Prize as promotional activity = 21 (20 %)

c) Discount/crate as promotional activity = 17 (16.19%)

d) Other as promotional activity = 5 (4.76%)



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Free Bottle Scheme 62

Prize 21

Discount/Crate 17

Others 5

Free Bottle

Scheme

Prize

Discount/Crate

Others

PERCENTAGEOF PET AVAILABLE

Pet Pepsi 52.55 %

Pet Coca-Cola 47.45 %

Pet Pepsi 52.55

Pet Coke 47.45

Pet Pepsi

Pet Coke



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FINDINGOFTHESTUDY:

This is self-explanatory. It is based on market survey. I found that the total

result of soft drinks in Patna are as follows:-

1. Pepsi is second largest soft drink & Coke is first.

2. The total percentage of market share of Pepsi is 41.76% & Market share

of Coca Cola is 58.24%.



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3. The total percentage of exclusive outlet of Pepsi is 5.71% and exclusive

outlet of Coke is 11.43%

4. The total percentage of visi-coolers of Pepsi is 20% and Coke is 17.14% &

both Pepsi & Coke is 8.57% and 49.52% is own.

5. The total % if pet available of Pepsi is 52.55% & Coke is 47.45%.

6. The total % Signage of Pepsi is 19.05% & Coke is 13.33%, both Pepsi &

Coke 1.90%.& no signage is 65.71%.

7. The total % of medium that affects the Sales must Television 36.19%

Magazine /News Paper 9.52%, Display 20.95% & wall Painting,

Hoardings 33.33%.

8. The retailers think that aggressive advertisement or scheme further

increase the sales volume the Pepsi. Yes 77.14%, No 15.23%, &

None 7.61%.

9. The total % of promotional activities that affect the sales mostly.

Free Bottle scheme 59.04%, Prize 20%, Discount / Carate 16.19% &

other promotional activity 4.76%

SWOT ANALYSIS



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After doing 6 weeks fieldwork & thorough survey I

can make it out the Swot analysis for Varun Beverages

Pvt. Ltd. As well as for pepsi brand.

1. Though it has strong brand equity, brand image,

it can survive in the most competitive situation.

2. It has wi ll buil t market & market share,

currently holds over more than % market share.

3. Customer retention customer satisfaction after

sales service is satisfaction.

4. Product quality is maintained.

5. Distr ibution is effective.

6. Promotional act ivit ies are satisfactory.

7. In the Organization capable leaders (heads) &

dedicated employees are there.

8. Production house in well built.

Still the company has not fault by there are

many problems in dealers.

1. Lacking of communication with retailer.



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2. Always break down in Pepsi Van by which Pepsi

are distributed to retailers. It hampers in sale

day-by-day.

3. Timing of distribut ion is not logist ic .

4. Lack of eff ic iency, enthusiasion in salesman.

5. Distribution of cool ing equipment is not properly

distributed..

6. Due to specific taste, Pepsi is lagging behind its

nearest competitor brand Thums Up.



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1. How much percentage of retailer have PepsiCo Or COKE

VISICOOLER?



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2. CONDITION OF GETTING VISICOOLER BY

RETAILER



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3. A) IMPACT OF VISICOOLER ON SALE

PEPSI & COKE



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3.B) IMPACT OF VISICOOLER ON LOYALITY

PEPSI & COKE



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4. CHILLING QUALITY OF VISICOOLER

PEPSI & COKE



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5. VISICOOLER REPAIRING SERVICE IN TIME

BY PEPSI & COKE



93/114

6. WHICH COMPANIES GIVE BETTER SERVICE

TO RETAILER



94/114

7. HOW MUCH RETAILER THINK PLANOGRAM IS

SUCCESSFUL?



95/114

8. HOW MUCH PERCENTAGE OF RETAILER

SATISFIED WITH THE SERVICE?

PepsiCo & COKE



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9. WHICH COMPANY REPERSENTATIVE VISIT THE

OUTLET DAILY?

PepsiCo



97/114

Coke



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10. HOW MUCH RETAILER RETAIN PURE

VISICOOLER?

PepsiCo



99/114

Coke



100/114

PepsiCo VISICOOLERS



101/114



102/114

&

1. The majority of retailers deal in all the brand ofPepsi & Coke.



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2. The study reveals that the market share of Pepsi in

Patna is 41.76% as compared to Coca Cola is

58.24% thus Pepsi having a Clear edge over Coca

Cola.

3. The study reveals the immediate steps are not

taken in the replacement of damaged or breakage

goods. The rival company Coca-Cola is very quick

in this area. And efficient also.

4. Number of route vehicles for delivery of goods is

less than the required one for proper coverage of

whole area of Patna. Thus just in time and efficient

delivery is affected.

5. The demand of Coke exceeds the demand of Pepsi.

6. The Varun Beverages Pvt. Ltd. Pays attention in

different marketing function also these are :

a) Anticipating & recognition of demand

b) Stimulation of demand.

c) Satisfaction of demand.



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7. Company at certain interval conduct market survey

to evaluate demand trend. Consumption pattern &

nature of growing competition in spite of the fact that

soft drinks has already high & almost stable demand.

So company undertakes different promotional schemes

to enjoy them.

I had confirmed my study to different specified

direction. As for Varun Beverages Pvt. Ltd., It can be

said that i t does not have any major draw back in

marketing activities still more efficient distribution by

dealers & more effective sales executives & sales

forces are required.

Though the over all grip maintenance is

satisfactory & company can retain market share & also

can upgrade it.



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SUGGESTIONS & RECOMMENDATION

The above study elicits the fact that sales department of

Varun Beverages Pvt. LTD. should introduced some

changes in its marketing activities to make it more rational

1 A healthy relationship should be developed by the

company

Executive with the retailers.

2. As most of the dealers have complaint that the salesman

does not tell them about schemes .For this before launching

any scheme company should advertise it by distributing

Pamphlets to the dealers mentioning the Period of the

scheme & time to time Proper check is required.



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3. No. of route vehicles for delivery of goods should be

increased in number for proper catering in the entire area

of Patna effectively & efficiently.

4. Company should make fridge available at maximum

outlets and repairing of its misleaders (refrigerators) and

glow signboard, which are out of order in an outlet up to the

level, thus it is parallel of even better than Competitors.

2. Proper supply of all brand of PEPSI.

3. The commitment of supplying gifts items or incentive or

incentive should be carried out on or before the

scheduled time.

4. The distribution should keep literate and experienced

sales man because they can convince to retailers easily

and sold out the product in the market.

5. The company should supply its banners sign board etc.as an advertisement media to the retailers of few area

which will as usual became sales promotion tool for

them.



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6. Distributor and retail out lets feed back should be taken

time to time so as to trace the actual existing problem

related to there and the market.

10.Company should develop policy. so that the soft drinks

are

made available at all the outlets during the peak

seasons.

11.Leakage and blasted bottles are per policy of the

company

are taken back but generally these bottles may of the

time

are not taken back as a result an inharmonious

relation

develop between the company and retailers this should

be

rectified it has adverse effect in the brand of the

company.

CONCLUSION OF THE STUDY



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I have studied and analyzed the PepsiCo on different aspects of the

markets, outlets, distribution and consumers. The survey was conducted in various

areas of city with great enthusiasm. This project report concludes that PepsiCo and

its other brands are easily available in various part of Agra because of that the local

distribution channel of the PepsiCo is much strong and 100% is tough job and the

most important thing, which I feel to improve, is the availability to retailers and

consumers.

The retailers and consumers both promote either PepsiCo or any other of its

brands (E.g. MOUNTAIN DEW) for could be with regard to order processing,

warehousing, inventory management and transportation; besides that shop

covering, time of enter and exit from the market by the salesmen, cooling

appliances VISICOOLERS, glow shine board, schemes, incentives, prizes, gifts,

discount, proper billing, returning of defective goods, proper supply should be

improved.

My job was to make marketing managers aware of all the problems so that a

proper course of action is required to be undertaken.

The job competitor of PepsiCo is no local brand can beat PepsiCo in term of

sale of its brand and the cooling appliances VISICOOLER.



109/114

RECOMMENDATION AND SUGGESTIONS

After completing this report I find myself able to recommend VARUN

BEVERAGES Ltd. to boost up the sales of PepsiCo and its other brands.

1) PRODUCT AWARENESS PROGRAMES FOR CONSUMERS AND

RETAILETRS SHOULD INCREASE.

1. For Retailers the company should organize seminars, but there

must be compulsion for retailers to attend the seminars.

2. For consumers the company should organize some more

programmers may help increase the market share of PepsiCo.

2) SUPERVISION ON THE DISTRIBUTION ROOTS IS REQUIRED.

The main purpose behind this is that on time to time there is eye check

on salesmens efficiency and on top of that they are going to meet retailers

directly.

3) PROMOTE DELIVERY OF PRODUCT



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Promote delivery of the product to the customers is very much necessary

towards enhancing the reputation of company and which is defining helpful in

keeping the customers.

4) INCREASE THE MOTIVATION

The company should motivate its sales force to take the achievement higher

than the targeted by rewarding them properly.

5) PepsiCo should keep sales engineers in various areas to provide technical

support to the outlets related to the cooling system VISICOOLERS.

6) The schemes and the other information are properly communicated to the

retailers so that they are better equipped to handle the quarries of customers

properly.

7) Another problem is replacement.

Any VISICOOLER or BOTTLE has some defect then the salesman

should replace it immediately.

8) There should be the time to time and proper survey of the market.

9) On extra sales unto some predetermined margins the sales force should

paid extra commission and bonuses.



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LIMITATIONS OF THE STUDY

Responsible managers and personals in the marketing department of

VARUN BEVERAGES LTD. Provide necessary assistance to me in Marketing

strategy of PEPSI. They discussed different aspects and functions of marketing

as practical PepsiCo India ltd (VBL). Almost all the necessary information was

provided to me in the support of this project report.

However there are some problems, which cannot escape from.

The limitations faced, felt or expressed by me are as follows-



112/114

Due to lack of time (i.e., two & half month) it is not possible to reach all

respondents.

The lack of availability of time on the respondents part.

Some respondents was biased.

I tried to overcome on these limitations.


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