SURVEY OF VISI-PURITY & CHARGING.

0

A

Project report on

“SURVEY OF VISI-PURITY & CHARGING”

Submitted to

Aaradhna Soft drink co. Kanpur

A Sister concern of

PepsiCo India Holding (pvt.) Ltd.

In Partial Fulfillment of Requirement for the Award of Degree of

Master of Business Administration

Submitted by:

Jamaal khan

Under the guidance of:

Mr. Sameer wali ASM (PepsiCo India Holding (pvt.) Ltd.)

Jayawant Institute of Management Studies, Pune-33

1

DECLARATION

I, the undersigned, hereby declare that the Project

Report entitled Market survey of PepsiCo on display

effectiveness written and submitted by me to the Aaradhna Soft

drink co. Kanpur, a Sister concern of PepsiCo India Holding (pvt.)

Ltd., in partial fulfillment of the requirement for the award of degree

of Master of Business Administration under the guidance of Mr.

Sameer wali (ASM) PepsiCo India Holding (pvt) Ltd is

my original work and the conclusions drawn therein are based on the

material collected by myself.

Place: Kanpur Research Student

Date: 5 / 08/2009 Jamaal khan

2

ACKNOWLEDGEMENT

Its gives me great pleasure in

acknowledging the invaluable assistance

extended to me by various person in the

successful completion of the project.

I express my sense of independence

gratitude to the Mr. AMOL SHARMA

(TDM), Mr. SAMEER WALI (ASM) and

Customer executive Mr. VAISHNAV

SHRIVASTAV and other sales force of

PepsiCo India Holding (pvt) Ltd. Kanpur, who

guided and encourage me from time to time

for the successful completion of this project

report.

I express our thanks to Aradhana Soft

drink co. Kanpur, for granting me the

permission to work with the esteem

organization. I am also thankful to MR.

SAMEER WALI (ASM) Aradhana

Beverages Ltd. Kanpur who guided and

helped us in all possible ways they could, at

every stage of the project.

My humble thanks to my all the

professors for guiding me during the two

months training as my training mentor.

I would also like to thank all the

Executives, distributers & staff of Kanpur area

who provided us all the relevant information

and their kind support, on the basis of which

this report has been prepared.

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CONTENT

Chapter No. Particular Page

No.

Executive summary of the Project.

Chapter I : Introduction 6-7

Chapter II : Objective of the study 8-9

Chapter III : Profile of the organization 10-12

Chapter IV : PepsiCo history 13-23

Chapter V : Structure of bottling plant 24-28

Chapter VI : Visi-cooler planogram 29-35

Chapter VII : Research methodology 36-39

Chapter VIII : Data Presentation, Analysis

&Interpretation 40-52

Chapter IX : Findings, suggestion & conclusion 53-58

Chapter V : SWOT Analysis 59-61

Bibliography 62

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EXCUTIVE SUMMARY

Beverage industry is one of the fast growing

industries in India. It can be divided into two sections i.e.

carbonated and Non –carbonated. The carbonated drinks

can be further classified into Cola, Lemon, Orange,

Mango, and Apple segments. Marketing includes all the

activities like promotion, distribution, advertising etc., to

fulfill the all segment of consumers. Marketing is also to

convert social needs into profitable Opportunities.

So this topic provides all the essential to

theoretical knowledge and to inculcate the efficiency. It

is also requirement for the company to improve their

service and quality for achieving their ultimate goal.

PROJECT TITLE

Market survey of PepsiCo on display effectiveness

REASON FOR SELECTING THIS TOPIC

The topic has been already given by the company

to collect information about current status of the Visi

cooler that is given by the company to the retailer for

selling of every brand soft drink of PepsiCo.

The main objective of the research was to know

the company’s position in the soft drink market by doing

Visi purity & Charging of every visi cooler.

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LOCATION

The location for the project was

1.Rawatpur

2. Ashok nagar

DURATION

The duration for the project was

1st June 2009 TO 30th July 2009

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INTRODUCTION OF PROJECT

Modern age is full of competition. Today

only way of success is your continuous efforts towards

the growing market needs and satisfying them. It is the

marketer job to know what the market speaks i.e. the ever

changing needs of the customer through market research

& adopt them fruitfully. It is must for all the companies

to make policies according to the customer and the

government. Today to succeed for any organization has

to target its customer needs, to create a culture in the

organization i.e. market conscious & responsive to

customer needs.

Soft drinks industry has become big business in

India in recent years. The soft drinks business underwent

major change with the entry of PEPSI and re-entry of

COCO-COLA in India in the late 80s when parle with

brands like Thumbs up, Limca & gold spot was a clear

leader. Coco-Cola took up the product line of parley in

1993-94; today both brands are the Indians favorite soft

drinks.

Market survey of PepsiCo on display effectiveness

In this project the main task is visi purity and

charging

Visi purity and charging- Means in the visi

cooler no other brand of soft drink or other items are

allowed to display with PepsiCo products like water,

chocolates, juice, milk etc. if visi cooler displaying other

items of another brand of soft drink then it means visi

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cooler is not pure. So it is mandatory for the retailer to

put only PepsiCo product in the visi cooler and visi

should be charge at least 70% because it’s enough

effective for the display of every brand of PepsiCo.

If visi is not pure and charge so it gives very bad

impression on the consumer’s perception about

PepsiCo’s product line.

ADVANTAGES OF VISI PURITY &

CHARGING

1. Easily Brand execution & display.

2. Every product of PepsiCo is easily display.

3. Customers have easy access to choose his favorite soft drink from the

Varity of product.

4. It is also very helpful for retailer to set the product according to the

sequence of planogram.

5. Customer can see a whole range of product of

PepsiCo.

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OBJECTIVE & SCOPE

OBJECTIVE OF STUDY

This study offers an opportunity to the student

of management to develop the required skill and in

sights for making the best use of experiment and

judgment to practical life. To gain an insight into

why individuals act in certain consumption related

way & Learning what & external influence compel

them to act as they do.

So the main Objective is to study of Visi purity & charging of retail

outlet in Kanpur south.

Knowing the popularity of executions of PepsiCo between the

consumer & Retailers.

To find out the satisfaction level of executions of PepsiCo between

consumer & Retailers.

How to retain & increase market share.

To provide relevant research data which enable PepsiCo

management for their policy framing & strategy formulation.

Handling the grievances of consumers & retailer.

To increase the sell of PepsiCo product with the help of Visi purity

& charging.

To improve the purity & charging of Visi-Cooler.

To understand brand pack availability in the market.

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IMPORTANCE & RELEVANCE OF THE STUDY

This 8 weeks training in an

organization is for MBA course is not the answer

of all problems, which arise in practical field.

There is no certain formula for any particular

problem but the aim of this study is to develop

the ability of decision – making. Right decision

at right time itself helps an organization 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. Through only in

50 days it was not possible to understand it so

deeply but overall ideas would be developed.

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COMPANY PROFILE

PEPSICO INDIA HOLDING (PVT.) LTD.

TYPE : public

FOUNDED : New York (1965)

HEADQUATERS: purchase, New York

AREA SERVED : Worldwide

KEY PEOPLE : INDRA K. NOOYI (CEO)

INDUSTRY : Non alcoholic beverage, Fruit

Drink, carbonated drink etc.

Market cap : USD 107.19 Billions (2008-2009)

Revenue : USD 39.474 Billions (2007-2008)

Operating income : USD 7.170 Billions (2007-2008)

Net income : USD 5.658 Billions (2007-2008)

Total assets : USD 34-628 Billions (2007-2008)

Division : Food, American beverages,

Employees : 1980000 (2008-2009)

Website : www.pepsico.com

http://www.pepsico.com/

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Corporate Values

The PepsiCo group has always been a value

driven organization. These values continue to direct the

group’s growth and business. The five core PepsiCo

values underpinning the way we do business are as

follows:

Integrity:

We must conduct our business fairly, with

honesty and transparency. Everything we do must

stand the test of people scrutiny.

Understanding:

We must be caring, respectful, compassionate

and humanitarian towards our colleagues and

customers round the world and always work for the

benefit of India.

Excellence:

We must constantly strive to achieve the highest

possible standard in our day-to-day work and in the

quality of goods and services we provide.

Unity:

We must work cohesively with our colleague

across the group and with our customers and partners

around the world to build strong relationship based on

tolerance, understanding and mutual co-operation.

Responsibility:

We must continue to be responsible and sensitive

to the countries, communities and environments in which

we work always ensuring that what comes from the

people goes back to the people many times over.

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Vision & mission of the organization

Vision

"PepsiCo's responsibility is to continually improve

all aspects of the world in which we operate –

environment, social, economic – creating a better

tomorrow than today."

Our vision is put into action through programs and a

focus on environmental stewardship, activities to benefit

society, and a commitment to build shareholder value by

making PepsiCo a truly sustainable company.

.

Mission

Our mission is to be the world's premier

consumer Products Company focused on convenient

foods and beverages. We seek to produce financial

rewards to investors as we provide opportunities for

growth and enrichment to our employees, our business

partners and the communities in which we operate. And

in everything we do, we strive for honesty, fairness and

integrity

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“PEPSI CO” – HISTORY

AN OVERVIEW

1893--Caleb Brad ham, a young pharmacist

from New Bern, North Carolina, begins

experimenting with many different soft drink

concoctions; patrons and friends sample them at

his drugstore soda fountain.

1898--One of Caleb's formulations, known as

"Brad's Drink," a combination of carbonated water,

sugar, vanilla, rare oils and cola nuts, is renamed

"Pepsi-Cola" on August 28, 1898. Pepsi-Cola

receives its first logo.

1902--The instant popularity of this new drink leads Brad ham to devote

all of his energy to developing Pepsi -Cola into a full-fledged business.

He applies for a trademark with the U.S. Patent Office, Washington D.C.,

and forms the first Pepsi-Cola Company.

1903--"Doc" Brad ham moves the bottling of

Pepsi-Cola from his drugstore into a rented

warehouse; he sells 7,968 gallons of syrup in the

first year of operation.

Pepsi's theme line is "Exhilarating, Invigorating,

and Aids Digestion."

1904--Brad ham purchases a building in New Bern

known as the "Bishop Factory" for $5,000 and

moves all bottling and syrup operations to this

location. Pepsi is sold in six-ounce bottles. Sales

increase to 19,848 gallons.

1905--Pepsi-Cola's first bottling franchises are

established in Charlotte and Durham, North

Carolina.

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1906--Pepsi gets another logo change, the third in

eight years. The modified script logo is created

with the slogan, "The Original Pure Food Drink."

There are 15 U.S. Pepsi bottling plants. The Pepsi

trademark is registered in Canada. Syrup sales rise

to 38,605 gallons.The federal government passes

the Pure Food and Drug Act, banning substances

such as arsenic, lead, barium, and uranium, from

food and beverages. This forced many soft drink

manufacturers, including Coca-Cola, to change

their formulas. Pepsi-Cola, being free of any such

impurities, claimed they already met federal

requirements.

1907--Pepsi-Cola Company continues to expand;

the company's bottling network grows to 40

franchises. Pepsi-Cola sells more than 100,000

gallons of syrup. Pepsi trademark is registered in

Mexico. Syrup sales rise to 104,026 gallons.

1908--Pepsi-Cola becomes one of the first

companies to modernize delivery from horse drawn

carts to motor vehicles. Two hundred fifty bottlers

in 24 states are under contract to make and sell

Pepsi-Cola.

1909--Automobile race pioneer Barney Old field

endorses Pepsi-Cola in newspaper ads as "A bully

drink...refreshing, invigorating, a fine bracer

before a race."

1910--The first Pepsi-Cola bottlers' convention is

held in New Bern, North Carolina.

1920--Pepsi theme line speaks to the consumer

with "Drink Pepsi-Cola, it will satisfy you."

1923--Pepsi-Cola Company is declared bankrupt

and its assets are sold to a North Carolina concern,

Craven Holding Corporation, for $30,000.

Roy C. Mega gel, a Wall Street broker, buys the

Pepsi trademark, Business and good will from

Craven Holding Corporation for $35,000, forming

the Pepsi-Cola Corporation.

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1928--After five continuous losing years, Mega gel

reorganizes his company as the National Pepsi-

Cola Company, becoming the fourth parent

company to own the Pepsi trademark.

1931--U.S. District Court for Eastern District

Virginia declares the National Pepsi-Cola

Company bankrupt, the second bankruptcy in

Pepsi-Cola history. The Loft candy company

acquires the National Pepsi-Cola Company.

Charles G. Goth, president of Loft, assumes

leadership of Pepsi and commands the

reformulation of Pepsi-Cola syrup formula.

1933--By the end of the year, Goth’s new Pepsi-

Cola Company is insolvent. In a series of moves,

he acquires Megargel's interest in the company,

giving himself 91% ownership of Pepsi.

1934--A landmark year for Pepsi-Cola. The drink

is a hit and to attract even more sales, the company

begins selling its 12-ounce drink for five cents (the

same cost as six ounces of competitive colas). The

12-ounce bottle debuts in Baltimore, where it is an

instant success. The cost savings proves

irresistible to Depression-worn Americans and

sales skyrocket nationally. Caleb Brad ham, the

founder of Pepsi-Cola and "Brad's Drink," dies at

66 (May 27th, 1867-February 19th, 1934).

1935--Guth moves the entire Pepsi-Cola operation

to Long Island City, New York, and sets up

national territorial boundaries for the Pepsi bottler

franchise system.

1936--Pepsi grants 94 new U.S. franchises and

year-end profits reach $2,100,000.

1938--Walter S. Mack, Jr., V.P. of Phoenix

Securities Corporation is elected President of the

Pepsi-Cola Company. Mack, who considers

advertising the keystone of the soft drink business,

turns Pepsi into a modern marketing company.

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1962--Pepsi receives its new logo, the sixth in Pepsi history. The

'serrated' bottle cap logo debuts, accompanying the brand's

groundbreaking "Pepsi Generation" ad campaign.

1963--After climbing the Pepsi ladder from fountain syrup salesman,

Donald M. Kendall is named CEO of Pepsi -Cola Company.

Pepsi-Cola continues to lead the soft drink industry in packaging

innovations, when the 12-ounce bottle gives way to the 16 -ounce size.

Twelve-ounce Pepsi cans are first introduced to the

military to transport soft drinks all over the world.

1964--Diet Pepsi, America's first national diet soft

drink, debuts. Pepsi-Cola acquires Mountain Dew

from the Tip Corporation.

1965--Expansion outside the soft drink industry

begins. Frito-Lay of Dallas Texas and Pepsi-Cola

merge, forming PepsiCo, Inc.

Military 12-ounce cans are such a success that

full-scale commercial distribution begins.

Mountain Dew launches its first campaign, "Yahoo

Mountain Dew...It'll tickle your innards."

1970--Pepsi leads the way into metrics by

introducing the industry's first two-liter bottles.

Pepsi is also the first company to respond to

consumer preference with light -weigh, recyclable,

Plastic bottles. Vic Bonomo is named President of

Pepsi-Cola.

The Pepsi World Headquarters moves from

Manhattan to Purchase, NY.

1974--First Pepsi plant opens in the U.S.S.R.

Television ads introduce the new theme line,

"Hello, Sunshine, and Hello Mountain Dew."

1976--Pepsi becomes the single largest soft drink

brand sold in American supermarkets.

The campaign is "Have a Pepsi Day!" and a classic

commercial, "Puppies," becomes one of America's

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best-loved ads. As people get back to basics, Pepsi

there as one of the simple things in life.

1977--At 37, marketing genius John Scullery is

named President of-Pepsi-Cola.

1978--The Company experiments with new flavors.

Twelve-pack cans are introduced.

1980--Pepsi becomes number one in sales in the

take home market.

1981--PepsiCo and China reach agreement to

manufacture soft drinks, with production

beginning next year.

1982--Pepsi Free, a caffeine-free cola, is

introduced nationwide. Pepsi

Challenge activity has penetrated 75% of the U.S.

market.

1983--Mountain Dew launches the "Dew it to it"

theme.

1984--Pepsi advertising takes a dramatic turn as

Pepsi becomes "the choice of a New Generation."

Lemon Lime Slice, the first major soft drink with

real fruit juice, is introduced, creating a new soft

drink category, "juice added." In subsequent line

of extensions, Mandarin

Orange Slice goes on to become the number one

orange soft drink in the U.S. Diet Pepsi is

reformulated with NutraSweet (aspartame) brand

sweetener. 1985--After responding to years of

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1991--Craig E. Weather up is named CEO of

Pepsi-Cola North America, as Canada becomes

part of the company's North American operations.

Pepsi introduces the first beverage bottles containing

recycled polyethylene terephthalate (or PET) into the

marketplace. The development marks the first time

recycled plastic is used in direct contact with food in

packaging.

1992--Pepsi-Cola launches the "Gotta Have It"

theme which supplants the longstanding "Choice of

a New Generation."

Pepsi-Cola and Lipton Tea Partnership is formed.

Pepsi will distribute single serve Lipton Original

and Lipton Brisk products.

Crystal Pepsi: a refreshing, clear soda that is

caffeine free has 100% natural flavors, no

preservatives and is low in sodium, goes national.

Mountain Dew introduces the popular theme line,

"Get Vertical."

1993--Brand Pepsi introduces its slogan, "Be

Young. Have Fun. Drink Pepsi." Pepsi-Cola profits

surpass $1 billion.

Pepsi introduces an innovative 24-can multi pack

that satisfies growing consumer demand for

convenient large-size soft drink packaging. "The

Cube" is easier to carry than the traditional 24-

pack and it fits in the refrigerator.

1994--New advertising introducing Diet Pepsi's

freshness dating initiative features Pepsi CEO

Craig Weather up explaining the relationship

between freshness and superior taste to consumers.

Pepsi Foods International and Pepsi-Cola

International merge, creating the PepsiCo Foods

and Beverages Company.

1995--In a new campaign, the company declares

"Nothing else is a Pepsi" and takes top honors in

the year's national advertising championship.

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1996--In February of this year, Pepsi makes

history once again, by launching one of the most

ambitious entertainment sites on the World Wide

Web. Pepsi World eventually surpasses all

expectations, and becomes one of the most landed

and copied, sites in this new media, firmly

establishing Pepsi's presence on the Internet.

1997--In the early part of the year, Pepsi pushes into a new era with the

unveiling of the Generation Next campaign. Generation Next is about

everything that is young and fresh; a celebration of the creative spirit . It

is about the kind of attitude that challenges the norm with new ideas, at

every step of the way.

PepsiCo. Announces that, effective October 6th, it will spin off its

restaurant division to form Tricon Global Restaurants, Inc. Including

Pizza Hut, Taco Bell, & KFC, it will be the largest restaurant company

in the world in units and second-largest in sales.

1998--Pepsi celebrates its 100th anniversary.

PepsiCo. Chairman and CEO Roger A. Enrico

donate his salary to provide scholarships for

children of PepsiCo employees.

Pepsi introduces Pepsi One - the first one calorie drink

without that diet taste!

2000--Although Pepsi is a great place to work,

Steven Truitt (aka 'struitt') takes his skills and hard

work elsewhere (for more money of course!),

therefore putting an end to his Pepsi page! For

More information about Pepsi, choose a search

engine and search for 'Pepsi' or visit

www.pepsi.com or www.Pepsi Co.com.

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.

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BRANDS OF COMPANY

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Structure of bottling plant

COBO FOBO

There are 43 bottling plants have exist in

different parts of India. From which 15 bottling plants

are company owned such as COBO & 28 bottling plants

are franchise based like FOBO.

COBO:-

Cobo stands for company owned bottling

Operations, the company has total control of its decisions

& the implementation but it has to invest its own money

on plant and machinery, glass & infrastructure. There are

3 bottling in UP which is based on COBO.

1) Jainpur

2) Sathariya

3) Bazpur

Jainpur plant covers Lucknow & Kanpur.

Sathariya is serving Gorakhpur, Allahabad & Banaras.

Bazpur plant gives their services to Bareilly.

Jainpur is the third largest COBO plant in India. It

has three production lines, mentioned as under.

Kettner – 600 Bottles Per Minute (BPM) - Carbonated

Soft Drink (CSD)

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Sasib- 400 Bottles Per Minute (BPM)- Carbonated Soft

Drink (CSD)-Multi serves

Slice Line – 200 Bottles per Minute (BPM)

The COBO structure is as under.

Pepsi Food Limited (PFL)

PepsiCo India Holding (Production &Plant)

PepsiCo India M k t (Support Infrastructure, Marketing

Sales& distribution)

In U.P. there are six warehouses at the following places.

1) ALLAHABAD

2) BANARA

3) BAREILLY

4) GORAKHPUR

5) KANPUR

6) LUCKNOW

FOBO:-

Fobo stands for franchise Owned Bottles

Operations in India Pepsi has franchise. In case the

company supplies its soft drink concentrate to its bottle

syrup. Pepsi has taken a more capital-intensive route of

owning and running its own plants alongside those of its

franchises.

Getting into Fobo has helped PepsiCo on several fronts.

First, it has enabled Pepsi to focus on marketing

operation as much as it has an operational front. Another

gain of (bottles) & infrastructure the cost burden has been

reduced.

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The FOBO structure is as under.

Pepsi Food Limited (PFL)

Syrup

Franchise (Bottlers)

Franchise invest in plants & machines, Glass (Bottles)

Truck & Infrastructure

PepsiCo India Marketing Co. (Sales & Marketing)

There are FOBO’s in many cities in India some of them are at:

AGRA GOA

BIHAR DELHI

BHUBNESHWAR NAGPUR

HYDERABAD PUNJAB

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PRICE LIST OF PRODUCTS

PEPSI

200 ML

300 ML

250 ML

600 ML

2 LTR.

Rs.8

Rs.10

Rs.15

Rs.20

Rs.55

MIRINDA

200 ML

300 ML

250 ML

600 ML

2 LTR.

Rs.8

Rs.10

Rs.15

Rs.20

Rs.55

MOUNTAIN

DEW

200 ML

300 ML

250 ML

600 ML

2 LTR.

Rs.8

Rs.10

Rs.15

Rs.20

Rs.55

7 UP

200 ML

300 ML

250 ML

600 ML

2 LTR.

Rs.8

Rs.10

Rs.15

Rs.20

Rs.55

SLICE

250 ML

600 ML

1.25 LTR.

Rs.10

Rs.22

Rs.40

200 ML Rs.10

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NIMBOOZ 200 ML

350 ML

Rs.10

Rs.15

TPOPICANA

200 ML

600 ML

Rs.15

Rs.30

AQUAFINA

1 LTR.

Rs.12

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VISICOOLER PLAN-O-GRAM

Introduction of Plan -O- Gram

PepsiCo visi plan-O-Gram has its own importance. It

focuses on the all brands of Pepsi. It is also known as brand

Execution. It is also very useful to identify and choose the

brand for the customer. In this plan –o- gram the brands are

kept in a order in visi cooling equipments.

There are different types of visi cooling equipments and for

each type of visi different types of plan-o-gram is used.

These different types of plan-o-gram are as following.

THE SEQUENCE OF BRANDS ACCORDING TO

PLANOGRAM–

P Pepsi

7 7up

O Orange(mirinda)

D Dew

S Slice

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PLAN-0-GRAM FOR 3 SHELF VISI COOLER DISPLAY

31


32


33

PLAN-0-GRAM FOR OPEN CHILLER

34

PLAN-0-GRAM FOR DOUBLE DOOR VISI COOLER

DISPLAY

35

LIMITATIONS OF PLAN-O-GRAM

Most of the Retailers are unaware about the benefits of

Planogram (POG) so they are not taking much interest in this

activity. All of the retailers having very keen interest in Visi-

charging but many of them don’t care about VIsi-purity.

Because they are putting other local brands of eatables for more

profit.

SUGGESTIONS

It must be responsibility of Pre sales representative (PSR) &

other officials of PepsiCo to motivate the shopkeeper about the

benefits of Visi-purity & charging. Planogram (POG) is also

included in that conversation.

36

RESEARCH METHODOLOGY

INTRODUCTION

Marketing Research is a process of collecting and analyzing

marketing and ultimately to arrive at a certain conclusion.

Aradhana Soft Drink Company Is a concern which is marketing

the product having different brands Thus a survey method of

marketing research is essentially exploratory in nature. Thus I

opted for “Questionnaire” method for conductive survey about

the marketing of Pepsi through retailer in Kanpur (south)

region.

Importance of marketing Research.

Marketing Research have its 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 trend of industry and

points out how the company’s affairs are to be

turned up.

3. It helps in development & introduction of new

product.

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Since the study is exploratory in nature. A personal

interview with each retailer was aid of questionnaire was

selected as the method of obtaining data the

questionnaire to use in Kanpur to 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 filter lengthy discussion, through some

aspects of questionnaire adequately touch upon.

The questionnaire was prepared by researches and the

researcher also filled himself interviewing the retailers 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 Kanpur (south) only.

38

Data source:- The various source of information broadly

divided in 2 categories.

(a) Primary source:-

Source from where first 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 already

exist somewhere is called secondary data. With regard to

my study the secondary sources where records of the

company. Magazines and papers.

DATA COLLECTION METHOD.

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,

39

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.

40

Data analysis & interpretation

There are more than 150 outlets are exist in both area

including Rawatpur & Ashok nagar but due to time constraint

those outlets are given to me by sameer sir which are not

performing better up to the mark of PepsiCo’s guidelines. In

Ashok nagar area only 27 outlets are assigned to me &

remaining outlets I had visited were under the aegis of

Rawatpur.

Areas covered by me are

1) Rawatpur

2) Ashok nagar

No. of outlet visited by me in Ashok nagar

Sr.no. outlet name Customer

ID

outlet type visi

size

1 Chawla corner 7935 eatery 220

2 shesh pan shop 4378 convenience 165

3 Anurag res. 1609 eatery 320

4 Nirmal bakery 4380 eatery 330

5 Agrahari canteen 4354 eatery 330

6 Laxmi t stall 4355 eatery 250

7 Hotel celebration 7318 eatery 320

8 Kanha cont. 7063 eatery 320

9 Balaji bakers 5075 eatery 285

10 Gupta stationers 7939 grocery 285

11 Medical college

canteen

4281 grocery 285

12 Baba bhojnalaya 1291 eatery 315

13 Aijaz PCO 7886 convenience 400

14 Adil cold drink 7890 convenience 280

15 Bajpai gen store 7360 grocery 280

16 Vineet gen store 4407 grocery 220

17 Gupta jalebi 5900 convenience 570

18 Popular g/s 4411 grocery 340

41

19 Sunil g/s 1592 grocery 220

20 Nirdosh pan shop 1539 convenience 340

21 Monkey

chaurasiya

1607 convenience 280

22 Anandeshwar

jalpan

3678 eatery 280

23 Harsh book stall 4372 eatery 340

24 Parag dairy 2485 convenience 280

25 Ashoka bakery 4413 eatery 400

26 Laxman pan shop 4369 convenience 220

No. of outlet visited by me in Rawatpur

Sr.no. outlet name Customer

ID

outlet type visi size

1 Sanjay pan shop 8765 convenience 280

2 Ziyalal pan shop 4356 convenience 280

3 Nalanda hotel 234 eatery 340

4 Ajanta restaurent 2345 eatery 340

5 Avishkar bakery 8453 convenience 570

6 Shivam fast food 7754 eatery 280

7 Vinod fast food 2499 eatery 340

8 Deepak PCO 8331 convenience 220

9 Ajay pan shop 5645 convenience 280

10 Chaurasiya PCO 600 convenience 570

11 Maharana telecom 5676 convenience 280

12 Shani pan shop 8046 convenience 340

13 New meet g/s 2342 grocery 280

14 Pankaj pan shop 2324 convenience 280

15 Goldi gen. store 4564 grocery 340

16 Maa durga gen. store 1890 grocery 280

17 Maa laxmi PCO 8015 convenience 280

18 Hot n juicy 7854 eatery 340

19 Mayank PCO 4562 convenience 280

20 Bauwaa pan shop 654 convenience 280

21 Rahul T stall 8025 eatery 280

22 Ravi pan shop 5673 convenience 300

23 Eye hospital canteen 356 eatery 340

42

24 Jai gurudev gen. store 2868 grocery 340

25 Om prov. Store 4564 eatery 340

26 Baba pan shop 7645 convenience 280

27 Raj pan shop 6788 convenience 300

28 Brijwasi sweets 5667 eatery 400

29 Prakash sweets 1354 eatery 300

30 Sanjay T stall 7697 eatery 300

31 Super confectionary 687 convenience 340

32 Honey PCO 7243 convenience 280

33 Guddu gen. store 3126 eatery 280

34 Chandreshwar bakery 6756 convenience 340

35 Babli pan shop 7270 convenience 220

36 Balaji sweets 2487 eatery 300

37 Meena mishthan 4543 eatery 340

38 Deepak sweets 6784 convenience 280

39 Munna PCO 1049 convenience 280

40 Vinod pan shop 3354 convenience 220

41 Sharma T stall 233 eatery 300

42 Shekhar telecom 531 convenience 220

43 Aman kool center 7771 eatery 340

44 Karan cold drink 2569 convenience 340

45 Rajesh pan shop 2342 convenience 340

46 Vern cold drink 5674 convenience 220

47 Dewa food plaza 224 eatery 340

48 Vijay hotel 600 eatery 400

49 Bhagwan das 846 convenience 280

50 Rakesh prov. Store 1220 grocery 280

51 Awashti prov. Store 1458 grocery 300

52 Chander pan shop 1991 convenience 220

53 Raju sweets 2123 eatery 340

54 Dharamveer pan 5838 convenience 280

55 Arbaaj cold drink 3867 convenience 280

56 Lucky hotel 4403 eatery 400

57 Sanjay pan shop 4364 convenience 280

58 Angad pan shop 4392 convenience 220

59 Siddiqui gen store 4464 grocery 280

60 Mani PCO 4476 convenience 220

61 Mahoba pan shop 4596 convenience 340

62 janta pan shop 4626 convenience 300

63 Sanjay kirana store 4465 grocery 320

64 Chaurasiya treat 5743 eatery 570

65 Akeel cold drink 5766 convenience 280

66 Ashol T stall 5903 convenience 280

67 Dhannu T stall 4456 eatery 220

43

68 Kesarwani pan 7238 eatery 340

69 Gupta gen store 7272 grocery 300

70 Shanshaw icecream 7426 eatery 400

Outlet status before my visit

Date Area outlet

covered

no. of

visi pure

no. of avg.

visi charging

avg. sku per

visi

20/06/09 Rawatpur 20 12 10 10

22/06/09 Rawatpur 27 15 12 10

23/06/09 Rawatpur 18 9 8 9

24/06/09 Rawatpur 23 11 10 10

25/06/09 Rawatpur 18 10 7 7

26/06/09 Rawatpur 17 10 9 8

27/06/09 Rawatpur 18 11 9 9

29/06/09 Rawatpur 17 11 10 9

30/06/09 Ashok nagar 26 12 10 12

1/7/09 Ashok nagar 18 6 7 10

2/7/09 Ashok nagar 15 8 7 9

3/7/09 Ashok nagar 10 5 6 11

4/7/09 Ashok nagar 11 4 5 9

5/7/09 Ashok nagar 11 6 6 10

6/7/09 Ashok nagar 11 8 9 11

7/7/09 Ashok nagar 11 11 11 19

8/7/09 Ashok nagar 26 20 16 12

9/7/09 Ashok nagar 20 15 13 12

10/7/09 Ashok nagar 18 15 12 13

11/7/09 Ashok nagar 24 20 15 12

14/07/09 Ashok nagar 19 16 13 12

15/07/09 Ashok nagar 20 15 14 13

16/07/09 Ashok nagar 20 16 16 13

17/07/09 Ashok nagar 26 20 17 12

18/07/09 Rawatpur 20 17 14 11

20/07/09 Rawatpur 19 15 17 12

21/07/09 Rawatpur 23 18 15 12

22/07/09 Rawatpur 20 14 13 10

23/07/09 Rawatpur 22 15 14 11

24/07/09 Rawatpur 24 19 17 13

25/07/09 Rawatpur 20 17 16 12

27/07/09 Rawatpur 18 16 13 13

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28/07/09 Rawatpur 19 18 15 12

29/07/09 Rawatpur 20 18 15 12

30/07/09 Rawatpur 15 15 14 12

Outlet status after my visit

Date Area outlet

covered

no. of

visi pure

no. of avg.

visi

charging

avg. sku per visi

20/06/09 Rawatpur 20 18 13 13

22/06/09 Rawatpur 27 23 16 14

23/06/09 Rawatpur 18 15 12 10

24/06/09 Rawatpur 23 17 17 11

25/06/09 Rawatpur 18 15 14 9

26/06/09 Rawatpur 17 15 14 10

27/06/09 Rawatpur 18 16 13 9

29/06/09 Rawatpur 17 16 13 9

30/06/09 Ashok nagar 26 22 18 13

1/7/09 Ashok nagar 18 10 9 11

2/7/09 Ashok nagar 15 10 9 11

3/7/09 Ashok nagar 10 9 7 12

4/7/09 Ashok nagar 11 9 9 10

5/7/09 Ashok nagar 11 10 9 11

6/7/09 Ashok nagar 11 11 10 15

7/7/09 Ashok nagar 11 11 11 20

8/7/09 Ashok nagar 26 25 21 13

9/7/09 Ashok nagar 20 18 15 14

10/7/09 Ashok nagar 18 17 15 14

11/7/09 Ashok nagar 24 22 18 13

14/07/09 Ashok nagar 19 18 15 13

15/07/09 Ashok nagar 20 19 16 13

16/07/09 Ashok nagar 20 19 16 13

17/07/09 Ashok nagar 26 24 20 13

18/07/09 Rawatpur 20 19 17 12

20/07/09 Rawatpur 19 19 18 13

21/07/09 Rawatpur 23 22 20 12

22/07/09 Rawatpur 20 16 14 11

23/07/09 Rawatpur 22 20 18 12

24/07/09 Rawatpur 24 22 20 14

25/07/09 Rawatpur 20 19 17 12

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27/07/09 Rawatpur 18 18 17 13

28/07/09 Rawatpur 19 19 16 13

29/07/09 Rawatpur 20 20 18 14

30/07/09 Rawatpur 15 15 14 14

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Breakup of size Visi-cooler

Availability of Visi-cooler at different outlet of Ashok nagar.

Total no. of Visi-cooler= 57

Visi size No.

220 lt. 6

280 lt. 29

340 lt. 16

570 lt. 3

1200 lt. 3

11%

51%

28%

5%5%

220 lt.

280 lt.

340 lt.

570 lt.

1200 lt.

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Availability of Visi-cooler at different outlet of Rawatpur.

Total no. of Visi-cooler= 70

Visi size No.

220 lt. 3

280 lt. 44

340 lt. 19

570 lt. 4

1200 lt. 4

2%

63%

25%

5%5%

220 lt.

280 lt.

340 lt.

570 lt.

1200 lt.

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Day wise improvement of Visi purity & charging.

Day 1 to day 8



day 2 day 4 day 6 day 8

4000%

4543

5250

54

6057

40

34

61

53

Visi-purity

Visi-charging

Avg. no of sku


5000%

60

55

63

55

6165

60

4542

65

55

Visi-purity

Visi-charging

Avg. no of sku in visi

49

Day 9 to day 16




4400%46 45

5653

55

60 60

44

35

60

55

Visi-purity

Visi-charging

Avg. no of sku


70%

65

72 70

6065

7067

55

6164

60

Visi-purity

Visi-charging


50

Day to 17 to day 24




50%

60

7075

7073 71

79

55 54 5651

Visi-purity

Visi-charging

Avg. no of sku


75%

7984 83

7075

8083

56

62 6469

Visi-purity

Visi-charging


51

Day 25 to day 32




75%

83 84 86

7579

8386

56 58 60 58

Visi-purity

Visi-charging

Avg. no of sku


80%

84 8689

80 8285 87

60

6965

70

Visi-purity

Visi-charging


52

Day 33 to day 40



NOTE:- All the numeric value above the column are in %age.


83%

8589 90

78

85 87 89

7075 76

79

Visi-purity

Visi-charging

Avg. no of sku


83%

8790

93

8590 89

93

75 7578

83

Visi-purity

Visi-charging


53

Findings of Visi-purity & charging.

No. of outlet visited by me in Rawatpur & Ashok nagar =96

Status before my visit

No. of Visi-pure = 22

Avg. No. of Visi-charging = 60%

Avg no. of SKU per visi = 10

Status before my visit

No. of Visi-pure = 81

Avg. No. of Visi-charging = 85%

Avg no. of SKU per visi = 18

Findings of the study

After visiting more than 90 outlets I have found that there

is very close competition between PepsiCo & its rival

Coca cola at some of the very crowded market place like

Ashok nagar crossing & Rawatpur station premises.

But after very close competition PepsiCo (65%) is very far

ahead from its rival Coca cola (35%) in terms of market

share in Ashok nagar crossing & Rawatpur station

premises.

By asking some question from consumer at the time of

visi-purity about newly launched product Nimbooz. Most

of the respondents including retailers had said that if this

54

flavor would contain a little quantity of gas then it would

be more attracting brand.

I have also found the main reason of visi impurity is water

pouch, which is more profitable to retailer in comparison

to PepsiCo’s product.

According to Visi strength in market like Ashok nagar &

Rawatpur I have found that visi size of 280 lt. is in more

demand among the retailer.

In Ashok nagar area out of 26 outlet, which I assigned to

work 40% outlet selling both rival brands, including coke

& Pepsi.

The sale in age wise section, it was found that 200 ml is

sold the age group with same frequency but 300 ml is sold

mostly in 25-45 years of age group where as CAN is sold

in high younger generation only. Finally 2 lit. Are used

only for family or party purpose.

I have also found that PepsiCo’s brands have higher

market share than coke in brand wise segment, but is

Thumsup, which is making the major different in the

market.

PepsiCo’s Nimbooz brand is growing very rapidly in

newly launched segment & it is going to be a future threat

to Limca.

There was a very huge shortage of Mountain Dew & Slice

in both area including Ashok nagar & Rawatpur from 20th

June to 10th

July.

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Suggestion of the study.

PepsiCo should start the manufacturing of its own

packaged water pouch under the brand of Aquafina so that

there will be no problem of visi-impurity. From this step

PepsiCo’s product line as well as its revenue would be

increased.

Company should motivate their competent and honest

salesman so that they could provide schemes to the

retailers & make them happy

Supply van from warehouse should be departure on time

so that there would be no delay in delivery of product.

From this step retailers will be happier.

It is often seen that some salesman’s don’t intimate

schemes to the retailer & few of the retailer complaint

about it. So there should be frequent visits of Customer

Executives to their respective areas to keep the shop-

keepers benefited with various schemes.

Most of the retailers are complaining about non-fulfillment

of commitment regarding their leakage & breakage.

Company should make sure that the retailers get fulfill

their commitment on this issue so that they will be

satisfied.

PepsiCo should try to give some credit facility to the

distributors & retailers so that they can bring brands more

than their credit worthiness & try to sell maximum no of

SKU from their outlet.

Proper feedback system should be develop by its officials

& ensure a randomly visit of outlet by them. It will help to

build a strong & healthy relationship between company &

retailer

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LIMITATIONOF THE STUDY

Since the product under study was consumer goods,

which requires a large sample to have a correct

study, a sample size of 100 Respondents was too

small for it. But time & money did not allow

Researcher to have a large sample. And also to

manage a large sample would also be difficult by

Researcher alone.

Mostly stress was given on primary data, as it was

difficult to collect Secondary data from organization

& distributors.

Weather conditions were not favorable.

Some of the respondents were not co-operative and many

of them seem to be having no interest.

The study has not been intended on a very large scale, have

the possibility of errors, which cannot be ruled out.

It is impossible to find out the problem faced by the

PepsiCo in a time span of 2 months.

Area was specified.

It is extremely difficult to persuade retailer to respond to

questionnaire.

The retailer knows us as people from Pepsi there by the

responses could have been biased.

The company does not provide any financial assistance.

The time allowed for the project was short. It was

impossible to study deeply in that short period.

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There was the staying place hearer to local market.

Region i.e., Urban area therefore the result are

applicable to Kanpur region only these findings may

not have much relevance in other regions of different

from rest of the country

CONCLUSION

1) The study reveals that the market share of Pepsi in

Rawatpur & Ashok nagar area is 61% as compared to

Coca-Cola is 39%. Thus Pepsi having a clear edge over

Coca-Cola.

2) Services after sales of Pepsi is not up to satisfaction

level is because, I found that few retailers are active in

display of Visi coolers and advertisement glow sign

boards provided by the company. But in few outlets

display system is out of order or not properly working

for the last few months or a year, thus Pepsi

management being casual in this area. The rival

company Coca-Cola being very quick in this area.

3) Number of route vehicles for delivery of goods is

less than the required one for proper coverage of whole

area of Kanpur. Thus, just-in-time and efficient

delivery is affected.

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4) Comparative advantage of Pepsi-field sales personals

are there to keep an eye on the whole market and to

approach where the problem arises. Two way

communications occurs for transparency in business.

Whereas Coca-Cola Company is week in this fields.

5) 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.

6) The study reveals that there is lack of POP (point-of-

purchase) materials in few areas of Kanpur region.

7) The study reveals that the commitment of supplying

gift items or incentive is not carried out on scheduled

time.

8) The study reveals that in prompting soft drinks in a

market, advertising media like glow sign boards,

hoardings, painting etc. plays a vital role in grabbing

interest of an outlets to sell soft drinks. Some areas of

Kanpur region are not equipped somehow with these

advertising media. This media of advertising is used by

both the companies (Pepsi & Coca-Cola) only for its

consumer. This helps the company to let the consumer

know what their product is all about to an edge its

competitors.

9) The study reveals that the Cola flavor of Pepsi is

very mild in taste as compared to the Cola brand of

coca-cola, Thumps up.

59

SWOT ANALYSIS

STRENGTHS:

PepsiCo’s business segment is comes under FMCG sector so

the demand of the product will never be slump.

PepsiCo having a good brand perception in consumers mind.

Promotional schemes given by PepsiCo to the consumer as

well as retailers are very good. Some of the popular schemes

are cash money back scheme on slice, 7up & Nimbooz.

Retailers are also get benefited from various scheme

provided by PepsiCo. Some of the scheme like product

display & Club membership are very popular among the

retailer.

PepsiCo having very large and strong distribution network in

comparison to their rival Coca cola.

Effective team management from Top level to lower level.

PepsiCo Chairman & CEO Indra k. Nooyi. leads the

company in a better approach & won many awards. PepsiCo

team having dedicated person & professional attitude.

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PepsiCo launch new product time to time as according to

consumers taste & preferences like it’s newly launched

Nimbooz.

PepsiCo covered more area rather than its competitor coke.

In comparison to Coca-Cola’s red color, which is brighter

and have more visibility Pepsi’s blue color provide relax &

same as sky.

Advertisement plays a very vital role to know about brands

popularity among the consumer. PepsiCo endorses popular

celebrity time to time as their brand ambassador who are

more popular among youth, teenagers & kids. like Sachin

Tendulkar, Shahrukh khan, John Abraham, Katrina kaif, MS

dhoni etc.

Company distributed more Merchandising asset like Visi

cooler, Rack, Umbrellas, Glow sign boards(gsb), banner ,

poster Rather than its competitor coke.

WEAKNESS:

Retailers always complaining about the proper visit of

PepsiCo’s official at their outlet.

In the peak season (summer) there are some distribution

problem arises due to excess demand of the product &

Irregular delivery by DA.

PSR are not concentrating on the merchandising of product

which is very necessary for boosting up of sales. In this

matter coco cola is far ahead.

Agency routes have many loopholes while distributing

product to the retailer. Retailers always complaining that they

are not getting scheme & benefits by the agency. Irregular

delivery of product is also a major problem faced by the

retailers.

Except some PSR & DA they are not paying much attention

towards the fulfilling of commitment made by them to the

retailers & they are also not visiting to the retailers who are

having their outlets in the streets far from the main road.

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OPPORTUNITIES:

PepsiCo should sort out the problems of ratailers & find

appropriate solution for them to make better brand image in

the consumers mind.

PepsiCo can also improve the delivery system & enlarge

their route in every street of the city according to the

feedback of retailers. With the help of this it can achieve

their objective by running campaign “HAR STREET KO

JEET”

PepsiCo also have an opportunity to increase the production

of its very popular brand “Mountain Dew” & “Slice” because

these brands alone face a huge stock problem during this

summer.

To make some Changes according to feedback of consumer

that which type of taste they want to prefer.

PepsiCo can increase their brand awareness among the

people By Organizing more promotional program/activity in

those area where coke is dominant one.

With the help of all the opportunity that is given above

PepsiCo can increase their markets share in Kanpur.

THREATS:

There is no proper policy of distributing the merchandising

assets of the company to the retailers.

Competitors new brand entry in the market near future.

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BIBLIOGRAPHY

REFRENCE BOOKS

Philip kotler, Marketing Management, 11th edition,

prentice hall of India Pvt Ltd.

Ramaswamy and Namakumari, Marketing Management,

3rd Edition, Macmillan India Ltd.

G.C. Beri, Marketing Research 3rd edition, Mc Milan

India Ltd.

C.R. Kothari, Research Methodology.

Websites:

www. Pepsico.com

www.Pepsizone.com

www.pepsi.com

www.pepsiindia.com

www.wikipedia.com

http://www.pepsizone.com/

http://www.pepsi.com/

http://www.pepsiindia.com/

http://www.wikipedia/

SURVEY OF VISI-PURITY & CHARGING.

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Transcript of SURVEY OF VISI-PURITY & CHARGING.