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A MINOR PROJECT REPORT

ON

A STUDY OF MARKETING STRATEGIS FOLLOWED BY PEPSICO

Submitted in partial fulfillment of requirement of Bachelor of Business

Administration (B.B.A) General

BBA 3 rd SEMESTER (Morning)

BATCH 2012-2015

Submitted To: Submitted By:

Ms. Sumita Kukreja Saurabh Arvind

Assistant Professor 05514901712

MAHARAJA SURAJMAL INSTITUTE

JANAKPURI, DELHI

RECOGNISED BY UGC

Affiliated To:

GURU GOBIND SINGH INDRAPRASTHA UNIVERSITY

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CERTIFICATE OF COMPLETION

This is to certify that Saurabh Arvind, pursuing 3 rd Semester (M) from Maharaja Surajmal

Institute, Delhi, has completed his project on the topic A study of marketing strategies

followed by PepsiC o under my guidance. His work is appreciable.

Project guide:

Ms. Sumita Kukreja

Assistant Professor

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ACKNOWLEDGEMENTS

A lot of effort has gone into this training report. My thanks are due to many people with

whom I have been closely associated.

I would like all those who have contributed in completing this project. First of all, I would

like to send my sincere thanks to Ms. Sumita Kukreja for her helpful hand in the

completion of my project.

I would like to thank my entire beloved family & friends for providing me monetary as

well as non monetary support, as and when required, without which this project would

not have completed on time. Their trust and patience is now coming out in form of this

thesis.

Saurabh Arvind

BBA(G) 3 rd Sem

05514901712

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TABLE OF CONTENTS

CHAPTER

NO.

CHAPTER NAME

CERTIFICATE

ACKNOWLEDGEMENT

CHAPTER 1 INTRODUCTION

OBJECTIVES OF THE STUDY

RESEARCH METHODOLOGY

LIMITATIONS CHAPTER 2 COMPANY PROFILE

CHAPTER 3 DATA ANALYSIS AND INTERPRETATION

CHAPTER 4 CONCLUSIONS AND RECOMMENDATION

ANNEXURE

QUESTIONNAIRE

BIBLOGRAPHY

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CHAPTER-I

INTRODUCTION TO THE TOPIC

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INTRODUCTION

In this chapter, an over of all the major accepts related to the study is discussed. The total industry

profiles the soft drinks industry globally and in our country. The profile of the company with respect to

its operation number of franchises, market share of the company and many other factors would be

discussed here.

INDUSTRY PROFILE

Non alcoholic soft drink beverage market can be divided into fruit drink and soft drink. Soft drinks can

be further divided into carbonated and non carbonated drinks. Colas, lemon and oranges are carbonated

drinks while mango drinks come under non-carbonated drinks. Cola, lemon and oranges are carbonated

drinks while mango dinks comes under non- carbonated category. The soft drinks market till early 1990s

was in hands of domestic players like Coke, Thumps Up, Limca etc. but with the opening up of economy

and coming of MNC players Pepsi and Cock the market has totally under their control. Worldwide, Cock

is the leader in carbonated drinks market. In India it is Pepsi, which scores over cock but this difference is

fast decreasing. Pepsi entered Indian market in 1991. Cock re-entered (after they were thrown out in

1977, by then central government) in 1993.

Pepsi has been targeting the youth and the sales have been doing well by sticking to this youth segment.

Cock on the other hand struggled initially in establishing itself in the market. In a span of 7 years of its

operations in the country it changed its CEO four times they seem to have started understanding the pulse

of Indian consumers. Soft drinks are available in glass bottles, aluminum cans and PET bottles for home

consumption. Fountains also dispense thin in disposable containers.

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OBJECTIVE

To know the merchandising of Pepsi in retail outlets.

To know the promotional activities of sales promotion, advertising and public relations.

To know the strategy of Pepsi and its competitors regarding the Marketing Mix.

To know the problems of retailers regarding the trade schemes and consumer offers.

To identify the retailers opinion towards Pepsi products.

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METHODOLOGY

Introduction:

In this chapter, basically the methodology, by which the report has been prepared, is explained. The exact

need for conducting the study and total design of framework of the report prepared is discussed. Thelimitations of the study are also discussed here.

According to the survey beverages can be classified into two segments. The first segment can be done

basing on the milk content, like milk based products like tea, coffee, flavoured milk, and health drinks

(milk, malt and coco) and the second segment can be done on non-milk products such as soft drinks and

mineral water.

According to the survey conducted on the consumption of beverages, Tea comprises 90%, filtered coffee

4%, beverages 2%, instant coffee 2% and carbonated soft drinks just above 1% of total consumption.Soft drinks industry is a well known consumer product industry. It originated in the year 1772. In the

USA first bottled soda was manufactured, by inventing a machine in 1809, the manufacturing of

carbonated soft drink was recorded in the history of soft drink industry.

Now a days soft drink industry is growing very extensively and millions of people are consuming soft

drinks every day. Age, income, and climate are not at all a barrier for the consuming soft drinks by the

people. This is the reason for the tremendous growth in soft drink market.

Data which is required for the analysis and fulfillment of our objectives has been collected from two

sources. They are:

1. Primary sources

2. Secondary sources

PRIMARY DATA:

Primary data is collected from the retailers through a structured questionnaire. It includes the first hand

information from the outlets. It can view as a survey. The questionnaire was especially designed to find

out the market share of the soft drinks and problems and weakness of Pepsi in that particular area. The

chapter deals with main analysis part of the study and the dealer outlets covered in the study is Delhi

and NCR .

SECONDARY DATA

Secondary sources include the information collected from the annual reports, published and unpublished

records of the company .various books and journals and internet also being used for collecting the

relevant data.

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After gathering the data from those two sources the data was analyzed, tabulated and interpreted and

finally suggestions were offered for the betterment of the company.

DATA ANALYZING TOOLS:Tabulated and interpretations were written down with the help of graphs and charts, with the help of

Microsoft Excel and Microsoft Word.

This project is completely based on secondary data.

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LIMITATIONS

The sample size is not universal, some part of other cities remained uncovered.

Unavailability of some information due of lack of awareness of retailers

Time and expenses were major constraints.

The study of the soft drink industry which is known to be seasonally fluctuating on e percent

study does not take into account seasonal fluctuations. The results may not suit for all the seasons.

Personal basis may existing as the dealer of varied nature elicits the information.

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CHAPTER-II

COMPANY PROFILE

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PEPSI COMPANY MISSION STATEMENT:

Pepsi Companys overall mission is to increase the value of their share holders investment. they believe

that their commercial success depends up on offering quality and value to their consumers and providing

products that are safe, whole some and economically efficient and environmentally sound. Providing a

fair return to their investors while adhering to highest to the standards of integrity.

HISTORY OF PEPSI COMPANY:

Pepsi Co Inc. was founded by Donald M. Kendall, President and chief executive officer of Pepsi Cola

and Herman W. Lay, Chairman & Chief Executive of FRITO-LAY through the merger of two companies

in the year 1965.

MAJOR PRODUCTS OF THE NEW COMPANIES ARE:

Pepsi-Cola company Pepsi-Cola (formulate in 1898)

Diet Pepsi (1964)

Mountain Dew (introduced by T.P corporation 1984)

Frito-Lay Inc brand chips Lays brand potato chips

Cheetos brand chew flavored snacks

Ruffles brand potato chips & Rold Gold brand pretzels

Pepsi Company Inc. is among the most successful consumer products company in the world with: 1998

revenues of over $22 billion & 1 51,000 employees. Pepsi companys brand names are among the best

known & most respected in the world .Some of the Pepsi Companys brand names are 100 years old.

FRITO- LAY Company is the worlds largest manu facturer and distributor of snack chip and Tropicana

products Inc. is the worlds largest marketer and producer of branded juices.

Pepsi Companys success is the result of

Superior Products

High Stands of Performances

Distinctive Competitive strategies

High integrity of its work force

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PEPSI-COLA COMPANY:

Calets Bradham, New Beru and Mc.Druggist who first formulated Pepsi cola founded Pepsi Companys

beverage business at the turn of the century. Brand Pepsi and other Pepsi-cola products including Diet

Pepsi one, Mountain Dew, Slice and mug brands account for nearly 1/3 rd of the total soft drink in United

States. Outside U.S Pepsi Cola Companys soft operations include the business of 7up international.

Pepsi-cola beverages are available in about 170 countries.

Key Pepsi-cola international market includes Argentina, Brazil, china, India, Mexico, Philippines, Saudi

Arabia, Spain, Thailand, and the United Kingdom.

Pepsi-cola provides advertising, marketing sales and promotion support to the Pepsi-cola bottles. New

advertising and existing promotions keep Pepsi-cola young. The company manufacture and sales of the

soft drinks are concentrated to the Pepsi-cola bottles.

In 1996, Pepsi entered Japan and Eastern Europe.

In 1967, PepsiCo. Stock splits two-for one.

In 1986, North America van lines (NAVL), a premier transportation company Pepsi co, and renamed a

strong contribution to the Pepsi unit it has divided in 1984.

In 1969 in bold modern Pepsi cola packing which was using red, white and blue were introduced.

FRITO- LAY introduced fungus brand onion flavoured snacks. In 1970 Pepsi introduces the industrysfirst two litter bottles. Pepsi is the first company to respond to consumer preference with light weight,

recyclable, plastic bottles.

In 1971 Andral E. Pearson was appointed as president of PepsiCo, a position he held until his retirement

in 1984.in 1972 don Kendall announced agreement making Pepsi cola the first foreign product sold in

U.S.S.R. Pepsi co is given exclusive rights to import Stolichnaya Russian vodka in the U.S.

In 1973 and 1974 Pepsi-cola became the first American consumer product to produce made and sold in

former Soviet Union.In 1975 Pepsi Lite, with destructive lemon taste, is introduced as an alternative to traditional diet colas. In

1976 PepsiCo adopts code of worldwide business conduct. Pepsi-cola became the single largest selling

soft drink brands sold in U.S super markets. In 1977 PepsiCo shares spilt up three for one. In 1987 and

1979 the opening of PepsiCo research and technological center in Vallah N.Y PepsiCo reached 85 billion

marks in sales. Pepsi was formed to focus on the overseas development of restaurants. In 1981 PepsiCo

fitness center was completed, making PepsiCo, one of the most advanced companies in the area of

employees h ealth and fitness.In 1982 Pepsi free and diet Pepsi free, the first major brands caffeine free colas were introduced.

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LOGOS OF THE COMPANY

(Fig. 2.1)

ABOUT PEPSI INDIA COMPANY

Often new flavors are to be added to the product line of cool drinks to prevent a competitor. To establish

a relation with retailers it is desirable to sell more than one flavor of cool drinks. To decrease the security

seasonal products are added to the resources available so as to lessen its risks. Pepsi has given the

franchise of Visakhapatnam region to Pearl Beverages which belongs to Pearl Group with Head quarters

at Delhi and Mr. C.K. Jaipuria as the chairman and the Managing Director of the group. Pepsi Foods

Ltd., declared Krishna Mohan Beverages and Constructions as franchise, in 1992.Last year it was

changed to Pearl Beverages was taken by the Pearl Group. Campa-cola Soft Drinks has originally owned

the premises since 1980 at Madhurawada. After the insolvency of campa-cola, KMBC purchased the

premises in1990 in the auction by APSFC. Initially, it used to produce McDowells soda and Bagpiper

soda. It produced these drinks under franchise agreements but company could not exist in the market due

to stiff competition from pearl products.

PepsiCos mission is to be the world's premier consumer Products Company focused on convenient foods

and beverages. We seek to produce healthy 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. In everything we do, we strive to act with honesty, fairness and integrity and to obey the laws

and regulations of the countries where we do business. This Code of Conduct applies to PepsiCo, its

subsidiaries throughout the world, joint ventures over which PepsiCo has management control and to

every employee of these companies.

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RESPECT FOR OUR EMPLOYEES

We believe our most important strength is our employees. We seek to provide a work environment where

all employees have the opportunity to reach their full potential and contribute to PepsiCo's success. We

emphasize personal integrity and believe long- term results are the best measure of an employees

performance. PepsiCo respects the human rights and the dignity of all employees. We endeavor to treat

our employees fairly and honestly. We strive to maintain a safe, secure and healthy workplace and it is

against our policy to use forced or child labor. We also strive to follow all applicable employment laws

and regulations. We are committed to equal opportunity in all aspects of employment for employees and

applicants. This means providing a workplace free from any form of discrimination or harassment,

including sexual harassment. We seek to create a work environment where people feel comfortable and

respected, regardless of individual differences, talents or personal characteristics. Our objective is for the

diversity of our employees to reflect the diversity of the population wherever we operate and for the

performance of all employees to be judged fairly and based on their contribution to our results. PepsiCo

encourages an inclusive culture, which enables all employees to do their best. This means us:

Welcome and embrace the strengths of our differences,

Treat each other with respect and fairness, and

Foster an atmosphere of trust, open communications and candor.

We recognize the needs of individuals to achieve professional and personal balance in their lives. We

also respect employee privacy and will acquire and retain only that employee personal information that is

required for operation of the Companys business or required by law.

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CONSUMERS, CUSTOMERS, SUPPLIERS AND COMPETITORS

We are committed to the continuation of free enterprise and the legal and regulatory frameworks that

support it. Therefore, we recognize the importance of laws that prohibit restraints of trade, predatory

economic activities and unfair, deceptive or unethical business practices. In all of our business dealings

with consumers, customers, suppliers and competitors, we will:

Avoid any unfair or deceptive practice and always present our services and products in an honest

and forthright manner.

Treat all customers and suppliers honestly, fairly and objectively.

Select suppliers based on merit, and make clear to all suppliers that we expect them to compete

fairly and vigorously for our business.

Compete vigorously and with integrity.

Never comment on a competitors product without a go od basis for such statements.

Comply with all competition laws, including those prohibiting agreements or understandings

with competitors to fix prices or other sales terms, coordinate bids or divide sales territories,

customers or product lines. These types of agreements with competitors are generally illegal in

the United States and many other markets where we conduct business.

GLOBAL RELATIONS

PepsiCo firmly believes that international commerce strengthens stability and peace by fostering

economic growth, opportunity and mutual understanding. As a global enterprise, we recognize our

responsibility to act in concert with the legitimate interests of the countries in which we do business. We

will obey all applicable laws and regulations of our host countries. Our objective is to be a good

corporate citizen wherever we operate.

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BUSINESS GIFTS AND ENTERTAINMENT

Our business decisions are made on merit. Therefore, we will never give or offer, directly or indirectly,

anything of value to a third party, including a government official, political party or candidate, to

corruptly influence that persons business decision or gain an unfair advantage. We will observe

PepsiCos International Anti -Bribery Policy at all times.

Giving gifts or entertainment to governmental officials is highly regulated and often prohibited. Such

gifts and entertainment should not be provided unless you have received Law Department approval. Gifts

or entertainment given to or received from customers or suppliers must never influence, or appear to

influence, business decisions. There must be a legitimate business purpose for any business gift or

entertainment, it must be in good taste and it must be consistent with the law, with the givers and

receivers policies, PepsiCos policies and your function/division policies (including the Travel and

Entertainment Policy). If business gifts are permitted under your function/division policies, they must be

nominal in value and frequency. Customer and supplier meals and entertainment must be reasonable in

cost and frequency and consistent with guidelines established by PepsiCo or your function/division.

HEALTH AND SAFETY

PepsiCo is committed to providing safe and healthy work environments at its facilities for all its

employees, visitors, contractors and vendors. It is our policy to provide employees with a drug-free

workplace. In order to create an environment free from threats, violence and intimidation, we are

committed to a policy of zero tolerance for violence. We are dedicated to designing, constructing,

maintaining and operating facilities that protect our people and physical resources. It is our policy to

comply with all applicable health and safety laws and regulations, provide and require the use of

adequate protective equipment and measures, and insist that all work be done in a safe and responsible

manner. It is the responsibility of each employee to follow all Company policies and procedures related

to workplace health and safety.

ENVIRONMENT

PepsiCo is committed to being an environmentally responsible corporate citizen. We are committed to

minimizing the impact of our businesses on the environment with methods that are socially responsible,

scientifically based and economically sound. We encourage conservation; recycling and energy use

programs that promote clean air and water reduce landfill wastes and replenish the planets natural

resources. We will follow applicable environmental laws and regulations in the countries where we

operate.

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POLITICAL AND COMMUNITY ACTIVITIES AND CONTRIBUTIONS

PepsiCo. believes in contributing to society and encourages employees to participate in community

activities. We will continue to communicate information and opinions on issues of public concern that

may affect PepsiCo. Decisions by our employees whether or not to contribute time, money or resources

of their own to any political or community activity are entirely personal and voluntary. We will obey all

laws in promoting the Companys position to government authorities and in making political

contributions. Contributions by the Company to political candidates may be prohibited or regulated. Any

such contribution requires the approval of PepsiCos Vice President of Public Policy and Government

Affairs.

CONFLICTS OF INTEREST

PepsiCos conflicts of interest policy is straightforward: Dont compete with PepsiCo businesses, and

never let your business dealings on behalf of any of our businesses be influenced, or appear to be

influenced, by personal or family interests. All actual or apparent conflicts of interest between personal

and professional relationships must be handled honestly and ethically. You must disclose any potential

conflict of interest to your

Supervisor as soon as you become aware of it. Examples of conflicts that must be disclosed and resolved

include:

Receiving any financial or personal benefit either yourself or through a family member from a

company that does or seeks to do business with PepsiCo.

Having more than a nominal equity interest in a competitor or in a company that does or seeks to

do business with PepsiCo (for example, ownership of more than 1% of a suppliers stock).

Serving on the board of directors or providing consulting services to a company that does or

seeks to do business with PepsiCo.

Owning property (such as real estate or patent rights) that PepsiCo may be interested in

acquiring or leasing.

Having outside business interests that could affect your job performance because of the amount

of time and attention diverted from your responsibilities to PepsiCo.

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CONFIDENTIAL INFORMATION AND INSIDER TRADING

While engaged in PepsiCo business, you may receive or learn of confidential, competitively sensitive or

proprietary information that has not been disclosed to the public. Confidential or proprietary information

includes all nonpublic information that, if disclosed, might be of use to competitors or might be harmful

to PepsiCo, our suppliers or our customers. You always have a duty to protect the confidential

information of PepsiCo and our business partners. You may not disclose confidential information to

anyone outside PepsiCo, even to members of your own family, unless there is a clear business need to do

so, the party receiving the information has signed a confidentiality agreement committing to maintain the

informations confidentiality and you believe that the disclosure will not harm or embarrass PepsiCo or

its business partners. PepsiCo obeys all laws with respect to the disclosure of material, non-public

information. Information is considered material if a reasonable investor would consider it important to his

or her decision to buy or sell PepsiCo stock. Examples of material information include: a significant

upward or downward revision of earnings forecasts; a significant division restructuring; a major

management change; a significant acquisition or divestiture; a significant upcoming product launch or

product innovation. Employees should not trade in PepsiCo securities or the securities of another

company involved with PepsiCo while they have material, non-public information about PepsiCo or that

company. In addition, employees should not disclose material, non-public information about PepsiCo or

another company to anyone outside the Company, including family members.

ACCOUNTS AND RECORD-KEEPING

We will continue to observe the most stringent standards in the keeping of our financial records and

accounts. Our books and records must reflect all components of transactions, as well as our own standard

of insisting upon an honest and forthright presentation of the facts. We will ensure that the disclosures we

make in reports and documents that we submit to the Securities and Exchange Commission and in other

public communications are full, fair, accurate, timely and understandable. It is the responsibility of each

employee to uphold these standards. Appropriate records must be kept of all transactions and retained in

accordance with PepsiCos Records Management Policy and Records Retention Schedule. Employees are

expected to cooperate fully with our internal and external auditors. Information must not be falsified or

concealed under any circumstance and an employee whose activities because false financial reporting

will be subject to disciplinary action, including termination.

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PROTECTION AND PROPER USE OF COMPANY ASSETS

PepsiCos technological resources, including computers, voicemail, e -mail and Internet access, are not be

used for proper purposes in a manner consistent with the Code and all other Company policies, including

those related to discrimination, harassment and intellectual property. As with all PepsiCo assets, these

resources are to be used for business purposes. It is generally not PepsiCos intent to monitor Internet

access or messages on the voicemail and email systems. However, the Company reserves the right to do

so in appropriate circumstances, consistent with applicable laws and regulations. If you have access to

PepsiCo. information precautions necessary to prohibit unauthorized access to the system. You should

safeguard your passwords or other means of entry. Employees must not reproduce software assets

licensed to PepsiCo, use illegally obtained software or distribute the original software media or

unauthorized copies of software which the Company does not own or license.

REPORTING POTENTIAL VIOLATIONS OF THE CODE OF CONDUCT

PepsiCo expects its employees, contractors, agents, customers and suppliers to promptly report any

conduct or situation that she/he believes conflicts with this Code or violates a local, state or federal law to

their immediate supervisor, Human Resources or through the PepsiCo Speak Up line at:

1-866-729- 4888 (from the U.S., Canada, Puerto Rico and U.S. Virgin Islands)

For a list of phone numbers for all other countries, go to:

http://www.pepsico.com/PEP_Citizenship/CodeofConduct/SpeakUp/index.cfm

Reports can be made anonymously, and the Speak Up line is available toll-free 24 hours a day. PepsiCo

is committed to reviewing any report made in good faith in a prompt manner and taking remedial action

when appropriate. Every affected employee is required to fully cooperate with any inquiry that results

from any reported conduct or situation.

PepsiCo is also committed to protecting the rights of those individuals who report these issues to

PepsiCo. Any PepsiCo employee who is found to have engaged in retaliation against any employee who

has exercised his/her rights under this Code or under applicable laws will be subject to appropriate

remedial action. In addition, those individuals who violate applicable law may also be subject to civil and

criminal penalties.

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Pepsi foods (Pvt.) Ltd.

Pepsi cola was in India from 1956 to 1961. it left this country, as its products were not found acceptable

to the Indian market. Pepsi foods Ltd. Joint venture between Pepsi Co. international of US(which is

holding 40% of the equity)and Tata concerns Voltas and the Punjab Ago industries Corporation (each of

which have as round 25% of the equity),has 25%of its output reserved for beverages with a 50% export

commitment fo9r fruit and vegetable products. According to Pepsi officials the project guarantees that for

every American dollar the company takes out of India, it will bring five back.

They started concentrated factory in Punjab. This company named as Pepsi Foods Ltd. Pepsi Co.

internationals direct investments in India so far amounts to Rs.165 corer. Two thirds of this however has

gone into food processing. Pepsi foods are exporting fruits and vegetables to UK etc.

The Pepsis foods processing unit directly supervised 1,200 hectors under tomato cultivation covering

183 villages and 319 farmers. The companys technical inputs enabled the farmer to achieve a yield of 35

to 50 tones a hector against the average of was after discontinuing terms. KMBC Pvt. Ltd. Has was the

bottle for five districts Vizag, Vizianagaram, New Delhi, and East Godavari & West Godavari. It receives

the stock from Cuttack.

PRODUCT PROFILE

The Pepsi Co. is known for the development and introduction of world-class brands & products. Their

portfolio is organized into three core business, which consists of snacks, Beverages and Restaurants.

Pepsi products are constantly changing themselves to develop new products. They encourage consumer

to explore their wide range of brands.

Main objectives:

The objectives of the company set out in memorandum of association and franchise agreements are asfollows:

To manufacturing soft drinks by concentrating supplied by Pepsi Foods.

To market and advertise within specified areas for Pepsi products.

To sell soft drinks at fixed prices.

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Quality control

Pearl Beverages Pvt. Ltd. takes great care to maintain the quality control of the products in their factory.

The Bottles are visually examined for impurities continuously, as the bottles move out. Samples are

checked every ten minutes of production time by the chemist for its quality and hygiene condition. The

chemical analysis is also made for flavors, gas content and sugar percentages. The appearance, smell and

taste of the products are also checked. If any defects are noticed, the production is suspended and the

correcting measures are taken so as to set right the bottling process irregularities. Further, samples from

each batch are dispatched to the affiliated parent agency company in each week for quality checkup.

Moreover, agency of the company also lifts sample form the market at the random for quality checkup at

any time to make sure that the quality is maintained to the exact standard of the parent company. At the

end of the production schedule, daily all the equipment floor and wet patches are cleaned with bleaching

powder or some other solution. The standards of hygiene maintained inside the production shops are

commendable.

Organization Structure and management:

The word organization has two common meanings. The meaning signifies an institution or function as

group and the second meaning refers to the process of organizing the way of work which is arranged and

allocated among members often organization so that the goal of the organization can be achieved

efficiently. The organizing involves balancing the companies. Needs both for stability on one hand and

change on the other hand, an organization structure means adopting a change or it can be a source ofresistance to change.

There are mainly five elements of organization structure.

Specialization of activities.

Standardization of activities.

Coordination of activities.

Centralization and decentralization of deviation making.

Size of the work unit.

The M.D, Mr. Ruchirans Jaipuria is the head of the organization and administration. The company is

managed by able director, and is assisted by a team of well-qualified & experience senior management

personnel.

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CHAPRTER-III

ANALYSIS AND INTERPRETATION

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1. Pepsi & Coke Brands Available In Various Markets:

S.No Market Pepsi Coke

1. NEW DELHI 5 6

2. NOIDA 5 5

3. GURGAON 5 7

(Table 4.1)

(Graph 4.1)

INTERPRETATION:

0

1

2

3

4

5

6

7

8

New Delhi Noida Gurgaon

B r a n

d s

A v a

i l a

b l e

Market Areas

Average Pepsi & Coke Brands Available invarious markets

PepsiCoke

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1.1 Average Pepsi & Cock brands Available in the market:

Brands No of Types

Pepsi 5

Coca-Cola 6

(Table 4.2)

(Diagram 4.1)

INTERPRETATION:In my survey of 300 retail outlets in 3 areas, I found 5 brands of Pepsi out of its 10 brands and 6 Brands ofCoke is available out of its 10 Brands on average. So the brand availability of Coke is more whencompared to Pepsi.

4.44.64.8

55.25.45.65.8

66.2

Pepsi Coke

N o .

o f T y p e s

Brands

No. of Pepsi & Coke brands available inAverage

No. of Types

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1.2 Top brands Available in NEW DELHI Market:

S.No Brands Percentage (%)

1. Slice 46

2. Mirinda 24

3. Sprite 20

4. Limca 10

(Table 4.3)

(Graph 4.2)

INTERPRETATION:

0

10

20

30

40

50

Slice Mirinda Sprite Limca

P e r c e n

t a g e

( % )

Brands

Top Brands Available in New Delhi Market

Percentage

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1.3 Top Four Brands Available In NOIDA Market :

S.No Brands Percentage (%)

1 Mirinda 46

2 7 Up 24

3 Sprite 17

4 Thumps Up 13

(Table 4.4)

(Graph 4.3)

INTERPRETATION:

0

10

20

30

40

50

Mirinda 7 Up Spirite ThumpsUp

P e r c e n t a g e

( % )

Brands

Top Brands Available in Noida Market

Percentage

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3. No of Bottles sold per Day: (figure in 00)

Brands No of Types

Pepsi 45

Coke 55

(Table 4.7)

(Graph 4.6)

INTERPRETATIONIn my survey of 300 outlets in three areas I found Pepsi is occupying 55% and the Coke is occupying

44% in the total market in average. From this we can understand that the Pepsi sales are more when

compared to Coke.

0

0

4 5

5 5

0 20 40 60

1

2

No. of Types

Average Sales % Per Day

No of Types

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4. Service required to the retail outlets :

S.No Market Daily Alternative Days Weekly Twice

1 NEW DELHI 63 25 12

2 NOIDA 49 27 24

3 GURGAON 55 36 9

(Table 4.8)

(Graph 4.6)

INTERPRETATION:

0

10

20

30

40

50

60

70

New Delhi Noida Gurgaon

% o

f o c c u p a

t i o n

Market Areas

Service Required from Companies

Daily

AlternativeDays

WeeklyTwice

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4.1 Service Required in Average:

Types of Services Average Service Required from the Companies

Daily 55

Alternative Days 30

Weekly Twice 15

(Table 4.9)

(Graph 4.7)

INTERPRETATION:

In my observation of 300 outlets in three areas I found that 55% of the retailers want the daily service,

30% retailers want Alternative Days and the remaining 15% of the retailers want the service weekly

twice.

Average Service Required from theCompanies

Daily Alternative DaysWeekly Twice

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5. Satisfaction of Pepsi Service:

S.No Market Good Satisfactory Bad

1 NEW DELHI 60 40 0

2 NOIDA 65 30 5

3 GURGAON 70 28 2

(Table 4.10)

(Graph 4.8)

INTERPRETATION:

0

10

20

30

40

50

60

70

Good Satisfactory Bad

S a

t i s

f a c

t i o n

L e v e

l

Service

Satisfaction of Pepsi Service

New Delhi

Noida

Gurgaon

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5.1 Satisfaction of Coke Service:

S.N0 Market Good Satisfaction Bad

1 NEW DELHI 45 50 5

2 NOIDA 40 55 5

3 GURGAON 45 50 5

(Table 4.11)

(Graph 4.9)

INTERPRETATION:

0

10

20

30

40

50

60

Good Satisfaction Bad

P e r c e n t a g e

( % )

Service

Satisfaction of Coke Service

New Delhi

Noida

Gurgaon

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5.2 Service Satisfaction of Pepsi and Coke in Average:

Brand Good Satisfaction Bad

Pepsi 65 33 2

Coke 43 52 5

(Table 4.12)

(Graph 4.10)

INTERPRETATION:

In my survey of 300 outlets I found that 65% of the retailers expressed good in case of Pepsi and 43% in

case of Coke. 33% in the case of Pepsi and 52% in case of Coke expressed satisfactory and finally

remaining retailers expressed badly to the service of the companies.

0

10

20

30

40

50

60

70

Pepsi Coke

P e r c e n

t a g e

( % )

Brand

Service of Coke & Pepsi

GoodSatisfation

Bad

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6.1 Trade Schemes by Both Companies in Average:

Brands Trade Schemes

Pepsi 44

Coke 56

(Table 4.14)

(Graph 4.12)

INTERPRETATION:

By observing the above pie chart we can understand that 56% of the traders expressed their happiness

towards the schemes of the Coca-Cola and the remaining 44% traders expressed their happiness towards

Pepsi company in case of their trade schemes.

Trade Schemes Given

Pepsi

Coke

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7. Consumer Promotions offered by both Companies:

Market Pepsi Coke

1 NEW DELHI 61 39

2 NOIDA 57 43

3 GURGAON 60 40

(Table 4.15)

(Graph 4.13)

INTERPRETATION:

0

10

20

30

40

50

60

70

New Delhi Noida Gurgaon

P e r c e n t a g e

( % )

Market Areas

Consumer Promotion Offered

PepsiCoke

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7.1 Consumer Promotions offered in Average:

Brand Consumer Promotion

Pepsi 59

Coke 41

(Table 4.16)

(Graph 4.14)

INTERPRETATION:

In providing consumer promotion by way of giving the prizes to the consumers and other ways to

promote the sales, Pepsi was able to attracted 59% of the retailers with its promotional schemes. In case

of Coke it attracted the remaining 41% of the retailers by their consumer promotional schemes and

activities.

Consumer Promotion

PepsiCoke

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44

8. Is T.V Adds help to increase the sale of Soft Drink s:

(Table 4.16)

(Graph 4.15)

INTERPRETATION:

S.No Market Yes No

1 NEW DELHI 74 26

2 NOIDA 51 49

3 GURGAON 60 40

0

10

20

30

40

50

60

70

80

New Delhi Noida Gurgaon

P e r c e n

t a g

e ( % )

Market Areas

Do T.V Add Help in Sales increase?

YesNo

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8.1 Amount of people saying T.V ads help increase in Sale, in Average:

Saying T.V Add helps the increase in sales

Yes 62

No 38

(Table 4.17)

(Table 4.16)

INTERPRETATION:

The above chart shows the opinions of the retailers that weather T.V ads will help to increase the sale of

the soft drinks. In this 62% of the retailers expressed positively and the remaining 38% retailersexpressed negatively to this question.

T.V Add helps the increase in sales

Yes

No

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9. Comparison of 2008-2009 sales:

S.No Market Good Less Same

1 NEW DELHI 55 40 5

2 NOIDA 30 63 7

3 GURGAON 40 48 12

(Table 4.18)

(Graph 4.17)

INTERPRETATION:

0

10

20

30

40

50

60

70

New Delhi Gurgaon Noida

P e r c e n

t a g e

( % )

Market Areas

Comparison of 08-09 sales

Good

Less

Same

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9.1 Comparison of 2008-2009 sales in average:

Opinion Good Less Same

No. of outlets in

average

42 50 8

(Table 4.19)

(Graph 4.18)

INTERPRETATION:

In the above chart the opinions of the retailers were given. From that 42% of the retailers expressed the

view of good increase in the sale by 2008 when compared to 2007. 50%of the retailers expressed the

view of less increase in the sale and the remaining 8% of the retailers expressed the view of the samesales and there is no increase in the sales.

No. of outlets in average

Good

Less

Same

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10. The Percentage Of Juice Based Soft Drinks In Total Sales:

S.No Market Area 30% 20% 10%

1 NEW DELHI 30 33 37

2 NOIDA 29 34 37

3 GURGAON 34 32 34

(Table 4.17)

(Graph 4.19)

INTERPRETATION:

0

5

10

15

20

25

30

35

40

New Delhi Gurgaon Noida

P e r c e n

t a g e

( % )

Market Area

% of Jucie based Soft drinks

30%

20%

10%

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11.1 Pepsi & Coke Visi Coolers Available in Average:

Pepsi Visi Coolers Cock Visi cooler + Own cooler

Average of Outlets 28 72

(Table 4.20)

(Graph 4.22)

INTERPRETATION:

In the areas where I did my survey I found 28% of the retailers are using the Pepsi Visi Coolers and the

remaining 72% of the retailers are using the Coke and Other coolers. From this we can suggest that Pepsi

have to increase their Visi Coolers supply.

Average of Outlet

Pepsi Visi Cooler

Coke VisiCooler+Own Cooler

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12. Most Soft Drinks Consuming Category in Various Markets:

S.No Market Male Female All People Youth

1 NEW DELHI 18 10 59 13

2 NOIDA 12 11 56 21

3 GURGAON 19 18 39 24

(Table 4.21)

(Graph 4.23)

INTERPRETATION:

0

10

20

30

40

50

60

70

New Delhi Noida Gurgaon

P e r c e n

t a g e

( % )

Market Areas

Most soft drink consumig category

Male

Female All PeopleYouth

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12.1 Most Soft Drinks Consuming Category in Average:

Opinion Male Female All People Youth

Average % ofoutlets

16 13 51 20

(Table 4.22)

(Graph 4.24)

INTERPRETATION: In the above pie chart the consumption of soft drinks mostly by four categories. 51% of the total

consumption is by All People, 20% by the Youth, 15% by the Male and the remaining 13% is consumed

by the Female. We can say that the consumption of soft drinks by the youth is increasing.

Most soft drinks consuming category inAverage

MaleFemale

All People

Youth

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CHAPTER-IV

CONCLUSION AND RECOMMENDATION

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FINDINGS AND INFERENCES

The company is maintaining the quality of the products and it has good Quality Control Dept.

Now a day because of changing the food habits the soft drinks are added to their food habits.

Pepsi soft drinks are occupying more than half of the soft drinks market.

The demand for the fruit based soft drinks is go on increasing and they occupied the top selling drinks

position.

Sales promotion activities taken by the Pepsi Company is good as per the retailers opinion

The Pepsi Companys supply of drinks is good but they are not providing the sufficient drinks to the

outlets.

The No. of Visi coolers in the market is less when compared to the other Company.

Some of the retailers are placing the other products also in the company coolers.

Pepsi companys offers to the retailers are not good in the view of the retailers.

The dealers are not giving the proper information about the new products and the new offers given by

the company.

The retailers are not provided any credit on the purchase of the drinks in the case of both companies.

Advertisements for every drink are given individually, because of that the consumer are not aware of

the total drinks offered by the company and the expenses will more for the company.

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APPENDICES

QUESTIONNAIRE

Name of the Student: Date of Survey:

College & Town:

1. Name of the shop/owner:

A. Address: ______________________________

B. Phone: ______________________________

2. Which company drinks are available in your shop:

Pepsi Mirinda orange Mirinda Lemon

7 Up Mountain Dew Slice

Evervess Soda Diet Pepsi Aquafina Water

Total

3. Coke Company drinks available in shop:

Thumps Up Fanta Coca- Cola

Sprite Kinely Water Kinely Soda

Limca Maza Minute MadeDiet Coke Total

4. Top brands Purchased by consumer in your shop?

1st ______________ 2 nd _______________

3rd ______________ 4 th _______________

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5. Your Sales in Bottle per day ________________ bottles.

A. Pepsi Bottles sold _________________

B. Coke Bottles sold _________________

6. Do you require Service by drinks Company as follows:

Daily Alternate Days Weekly 2 times

7. Are you satisfied with Pepsi Service?

Good Satisfactory Bad

8. Are you satisfied with Coke Service?

Good Satisfactory Bad

9. Trade Schemes offered by which company is good to you?

Pepsi Coke

10. Consumer Promotions offered by which company is best, what is Pepsi present consumer

promotion?

Pepsi Coke

_______________________________________________________________

11. Do you feel T.V advertisements by drink companies help in more sales of Drinks?

Yes No

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12. How are sales of drinks this year Vs 2008 in your shop?

Good Less Same

13. What is Percentage of juice based soft drinks sales in your shop?

30% 20% 10%

14. Condition of Pepsi Visi Cooler?

Full of Pepsi Drinks

Full of Pepsi+ Coke Drinks

Pepsi Drinks+ Other Packs