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7/28/2019 A SUMMER TRAINING PROJECT REPORT ON “ANALYSIS OF ANTI PEPSI BEHAVIOUR
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NETAJI SUBHAS INSTİTUTE OF BUSINESS
MANAGEMENT, POKHARI, JAMSHEDPUR
APPROVED BY AICTE, MİNİSTRY OF HRD,GOVT. OF INDİA
AFFILIATED TO KOLHAN UNIVERSITY,
CHAIBASA
SUMMER TRAINING PROJECT REPORT ON
“ANALYSIS OF ANTI PEPSI BEHAVIOUR OFRETAILOUTLETS”
(PEPSICO)FOR THE PARTIAL FULF I LLMENT OF THE REQUIREMENT
FOR THE AWARD OF
MASTER IN BUSINESS ADM INISTRATION
UNDER THE GUIDANCE OF: UNDER THE SUPERVISION OF:
Mr. Soumya Moy Maitra Mr. Dhananjay Kumar
SUBMITTED BY
Rohit Singh
UNIVERSITY ROLL NO: - 12MBA210046074
UNIVERSITY REGISTRATION NO: - MBA55090/2012
MBA 2012-2014
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S r . N o .C o n t e
n t P a ge N o . 1 . E xe c u t i
v e S um m a r
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y 6 2 .O b j e c t i v
e o f S um m e r T r
a i n i n g 73 . I n t r
o d u c t i
o n o f
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P r o j e ct 8 4. H i s t o r
y o f Co m p a n y
9 -1 1 5 .
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C o m pa n y P
r o f i le 1 1 -
4 1 6 . R e s e a r c
h M e t h
o d o l o g
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y 4 2 -4 8 7 .
P r o j ec t A n
a l y s is 4 9 -
6 1 8 . F
i n d i n g
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& S u gg e s t i o
n 6 1 -6 2 9. C o n
c l us i o
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n 63 1 0 .
Q u es t i o
n n a ir e 6
4 1 1 . B i
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b l i o g r a ph y 65 5
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Declaration
Certificate from the company
Certificate from the guide
Acknowledgement
Chapter Scheme
Preface
Executive Summary
7/28/2019 A SUMMER TRAINING PROJECT REPORT ON “ANALYSIS OF ANTI PEPSI BEHAVIOUR
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Company profile
Product Profile
Chapter -1
Introduction
1.1 Objective & Limitations
1.2 Research Methodology
Chapter-2
Marketing and promotional activities and distribution channel
Marketing and promotional activities
Distribution channel
Chapter-3
Findings and Analysis
Findings and analysis
Marker share of the company
Analysis of the dealer Questionnaire
Survey on Premium class eateries
Findings
For Distribution Channel
For Premium class Eateries
Recommendations
References
Annexure
DECLARATION
I do hereby indemnify my research work to be authentic and original in
all respects of the process carried out in this project. Under any evitable
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circumstances, if my project could be scrutinized and screened which
evades of copying, I am liable for any demarcation /variation of marks
whatsoever my guide of this project deems fit.
Date: - Rohit Singh.
CERTIFICATE FROM THE
COMPANY
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CERTIFICATE BY THE GUIDE
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This is to certify that the project report titled “ANALYSIS OF ANTI PEPSI
BEHAVIOUR” is based on the original project done by Rohit Singh, student of
“ Netaji Subhas Institute of Business Management”, Jamshedpur as a part of
summer internship programme under my guidance. This finds less scope for
duplication and was not submitted for the award of any degree or diploma
from any other university or institution from any other university or
institution.
Date:Place: Mr. Soumyamoy Maitra
ACKNOWLEDGEMENT
First and foremost I express my heartily thanks to SMV BEVERAGE Pvt. Ltd.,
JAMSHEDPUR for selecting me for dissertation and giving me opportunity towork on this project.
I greatfully acknowledge and thank Mukti Rani Ma’m (HR manager) for
providing me an opportunity and platform to explore and cut out data related tomarketing strategies of a company so as to get an insight into the real happenings
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of the corporate world. I will be indebted to her as my project guide, lifelong for
her guidance and support throughout my dissertation at SMV BEVERAGE Pvt.
Ltd., JAMSHEDPUR. Her dignified demeanor and willingness helped me in
successfully completing the project.
My sincere gratitude to Mr. Nitesh Kumar (TDM, Jamshedpur) for providinga friendly and supportive work environment and making my dissertation an
exciting and memorable event. Heartfelt thanks to Mr.Salil Dey (ADC,
Jamshedpur) for providing me plenty of information related to “sales anddistribution” channel of PEPSICO.
I owe a great deal to Mr. Dhananjay Kumar ( ), Mr. Dhananjay Kumar (CE)
and Mr. Jitender Pandey (PSR) for their support, encouragement, and
suggestions.
My overriding debt continues to Prof. Soumyamoy Maitra for his guidance and
enthusiastic cooperation which enhance my practical and theoretical skills.
Thanks are also due to the retailers and consumers for their co-operation during
the survey.
I am also very thankful to all other Faculty Members and Non – Teaching staffs
for their kind assistance. I would also like to share my gratitude and indebtedness
towards my own teammates.
Finally, a very special thanks to “Netaji Subhas Institute of BusinessManagement” for providing me the opportunity to accomplish my Summer
Internship Program from India’s one of the beverage giant i.e. PEPSICO.
The learning from this experience has been immense and would be cherished
throughout life.
Date:-
Place: - RohitSingh.
PREFACE
Marketing is the activity, set of instructions, and process for creating,
communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. It is also an art as well as
7/28/2019 A SUMMER TRAINING PROJECT REPORT ON “ANALYSIS OF ANTI PEPSI BEHAVIOUR
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science of choosing target markets and getting, keeping, and growing customers
through creating, delivering and communicating superior customer value. In other
words marketing is “meeting needs profitably”.
Growth and profit are the objective of any business organization. Growth is only
possible when the product is successful in the market. An organization should
have well set and well equipped strategy for this purpose. Market research studies
help in this matter a lot.
Customer involvement in a product is an important variable influencing the pre
purchase of consumer behavior. Its understanding is helpful in making marketing
decisions and formulating the strategies. In decision relating to segmentation and positioning or communication planning, specially strategic advertising decisions
relating to the type of media, degree of reputation, quantity of information’s
length of the messages, knowledge of level of consumer involvement in the product categories has been reported to be the utility to marketing professionals.
There are different factors which influence the sale of goods. A number of
elements come into play when we consider the sale of Soft drink products. The
basic reason for this is seasonal affect on purchasing the product.
These elements include:-
Visibility
Feasibility
Availability Perceived quality
Distribution channels
This project work has been executed under the supervision of S.M.V Beverages
(Jamshedpur), which is the FOB (Franchise is Owned Bottling plant) of PepsiCo
India limited. The bottling plant is located at Adityapur industrial area (AIDA),
Adityapur- Kandra Main Road, Adityapur.
I have done my training in Jamshedpur under the guidance of the executives of
S.M.V Beverages (Jamshedpur).
EXECUTIVE SUMMERY
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INTRODUCTION
In the F.M.C.G sector beverage is one of the toughest branch because it deals
with two way system. Firstly company has to sell the soft drink and after that it
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has to collect the bottle which is important so that those bottles could be used by
company after recycling process.
As we know that sales strategies of a company are one of the most basic
requirement of a beverage company and every company has its own sales
promotion strategy and if we talk about Pepsi company then these strategies
becomes very important because Pepsi is the world 2nd largest beverage
company in soft drink segment and it has adopted a new concept of sales
promotion strategy when a new product of Pepsi comes in the market then it’s
the responsibility of the company to provide all the activation elements to those
product and instruct market developers to visit those retail outlets after regular
interval. This activation of outlet helps to a greater extent. With the help of the
activation element the outlet become able to increase the sales of the soft drink. It
also provides opportunity to give a brief knowledge about the activation element
to the outlet owners.
I have been assigned to make a survey on competitive analysis between Coca-
Cola and Pepsi under the SMV Beverage Pvt. Ltd. to provide a platform.
Through the survey I tried my best to provide them all the important aspect of the
company and also make them familiar with the activation element of the
company. Convincing an outlet owner is not an easy task so on the basis of
various information and data collected I have divided the whole work into
different chapter.
Mission & Vision of “PepsiCo”
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Mission
PepsiCo’s mission is to be the world's premier consumer Products Company
focused on convenient foods and beverages. PepsiCo seek to produce financial
rewards to investors as we provide opportunities for growth and enrichment to
employees, business partners and the communities in which the company operate.
And in everything it does, company strive for honesty, fairness and integrity.
Vision
"PepsiCo's responsibility is to continually improve all aspects of the world in
which it operates - environment, social, economic - creating a better tomorrow
than today."
PepsiCo’s 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.
COMPANY PROFILE
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