“Distribution Network of Pepsi Vis a Vis Other Soft Drinks in Guwahati City.”

7/25/2019 Distribution Network of Pepsi Vis a Vis Other Soft Drinks in Guwahati City.

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A PROJECTON

Distribution Network of Pepsi vis a vis OtherSoft Drinks in Guwahati City!

North East Pure Drinks "Pvt# $t%

PepsiCoGuwahati

D&SSERTAT&ON S'()&TED TO &)T CD$ "Gha*iaba%#&N PART&A$ +'$$+&$)ENT O+ T,E RE-'&RE)ENT +OR T,E

D&P$O)A O+PGD) ")arkin.#

Prepare% by /

)D GO$A) )'STA+APGD)0 (at1h2344523464

'n%er the .ui%an1e of2

SAGAR ,ASA(N&S

&nfosys (PO

P'NE 2766489Au. 2 3464

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CERTIFICATE

This is to certify that the work incorporated in the dissertation entitled

Distribution Network of Pepsi vis a vis Other Soft Drinks in Guwahati

City subitted to !"T CD# $Gha%iabad& by "d' Gola "ustafa for the

award of (Post Graduate Diploa in "ana)eent carried out by hi

under y supervision fro "ay *+,+ to -u)ust *+,+' Such aterial as

obtained fro the other sources has been duly acknowled)ed in the thesis'

Sagar Hasabnis

(Research guide)

Place: Pune

Infosys BPO

Date: 2thSe!" 21"

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DECLARATION

! declare that y Dissertation on the topic entitled Distribution

Network of Pepsi vis a vis Other Soft Drinks in Guwahati City is

subitted to !"T CD# $Gha%iabad& for the award of Post Graduate

Diploa in "ana)eent .'

This dissertation has not been subitted by e elsewhere for the

award of y de)ree or diploa/part or full' The inforation )athered by

e fro elsewhere for the dissertation is ori)inal. true and factual' Such

aterial as obtained fro other sources has been duly acknowled)ed in

the dissertation'

Place: Pune #d" $ola% #ustafa

Infosys BPO

Date: 2thSe!" 21"

AKNOWLEDGMENT

&


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! consider it y duty to e0press sincere thanks to all those

who were instruental in the successful copletion of this study'

! )ratefully acknowled)e the insi)htful and enrichin)

)uidance )iven by y esteeed )uide Sa)ar 1asabnis' 1is

cooperation and supervision in every aspect of y research was

useful in providin) confidence and encoura)eent to coplete

the research work in tie'

! t is y duty to e0press y sincere thanks to Great Or)ani%ation

!nfosys for providin) the opportunities to do such a diploa fro

a )reat institution like !"T CD# $Gha%iabad& ' ! would like to

e0press y sincere thanks to y Center 1ead -it 2aesh

Parab and ana)er Terence 3ob for providin) the opportunities

to do such diploa fro this cooperation' ! a also very

)rateful to y 312 -rveend "ana)es. Tahina Delvi. 12

provide e 'different kinds of help durin) the course'

! a indebted to y parents. especially y father late' !drish

-li -hed 3'-' 3T' who helped e all the way $financially.

econoically. physically. entally etc'& and all of y faily ebers

'


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who supported and encoura)ed e durin) the pro4ect work' 5ithout

their help this work would not been have been copleted'

! a very )rateful to the North 6ast Pure Drinks $Pvt'& #td'

5ho provided e the different kinds of data relatin) to the soft

drink arket in the Guwahati city'

!t is also y duty to e0press y sincere )ratitude to all of y

friends. tea leads. seniors and colle)es who support and

encoura)e duration the dissertation'

Place: Pune #d" $ola% #ustafa

Infosys BPO

Date: 2thSe!" 21"

CONTENTS


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ha!ter *o" Particulars Page *o"

1" Introduction +,1+

i" -.ecuti/e Su%%ery '

ii" Rural 0reas in and around Haryana

iii" itrary Re/ie +

i/" 3raining and De/elo!%ent 4

/" 3he *eed of 3raining and De/elo!%ent 1'

/i" #ethodology 1/ii" Sco!e of the study 15

/iii" i%itation 16

2" o%!any Profile

i" *orth -ast Pure Drin7s P83" 3D" 14,&&ii" o%!any Profile" 2

iii" Pe!si Head 9uarters" 22i/" Honors 26" 2&/" Honors 2+ 2'/i" #ilestone 24 26

&" 3heoretical ra%eor7 &',&+

i" ;hat is distribution *etor7" &'ii" Distribution *etor7" &'iii" 3he Significance of Distribution *etor7" &i/" #ar7eting Research" &5

'" Research #ethodology &4,''

i" Research Design" 'ii" #ethod of data collection" '2iii" Instru%ents used for data collection" '&

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i/" Pri%ary Data ollection" ''/" Secondary Data ollection" ''

" Data 0nalysis and Inter!retations" ',51

i" 0nalysis and Inter!retation of retailers !oint of /ie

'5

5" indings" 52

6" Reco%%endations 5'

+" onclusion" 55

4" 9uestionnaire" 54

1" Bibliogra!hy 61

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INTRODUCTION

EXECUTIVE SUMMARY

3he title of the !ro


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distribution channels" 3he duration of the !roune ? &1st >uly) under the organi@ational guidance Raash!""

Goswam#$M.D.C.%and M!. G&an"sh Awasth#$A.D.C.%

*orth -ast Pure Drin7s P/t" td is a franchise of Pe!sioA India o!erating

for the entire northeast "3he co%!any has its bottling !lant at Rani

PatgaonA $uahati" *-PD is a !art of RR> grou! o!erating for Pe!si in

other !arts of the country" 3he unit %anager is #r" "D" Shar%a" 3here are

four 3erritory De/elo!%ent #anager ho loo7 into the total o!erations of

*orth -ast Pure Drin7s for the entire north east" 0!art fro% this %ar7eting

acti/ities are loo7ed into by a se!arate %ar7eting tea%" In the city of

$uahatiA there are to distributors ? Bhaani Distributors and

a%a7hya -nter!rises" 0!art fro% this the *-PD de!otA Coo Road also

functions as a distributors in certain areas of $uahati"

3he basic Ob


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a%ong the P-PSI !roduct in the %ar7et of $uahati city" On the other

hand SliceA a !roduct of P-PSI has !oorest a/ailability in the %ar7et

although the Pe!si !roducts are co/ering the %ar7et ra!idly at !resent ti%e

(In the %onth of >une and >uly)"

It is also found fro% the analysis that in the city there are only & (three)

distributors of Pe!siA in co%!arison o7e has (fi/e) distributors"

In order to i%!ro/e the %ar7et !enetration allotting %ore of distributors

can be done to gain location ad/antages and also %ore intensi/e

distribution consu%ing less %oney and ti%e" 0gain the co%!any should

alays infor% the retailers about the ne sche%es so that the !roduct can

be sold in large uantity"

INTRODUCTION

$uahati (0ssa%ese: A !re/iously s!elled $auhati) is a

%a


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by the co%!any to collect infor%ation about current ha!!ening in the

%ar7et" It ill hel! the% to %a7es i%!ro/e%ents in ser/ice and uality of

the !roductA for their long ti%e e.istence in the %ar7et and getting !rofit"

Basically this research is /ery hel!ful for the organi@ation to understandthe custo%erGs needsA their %ar7et !ositionA de%and for their !roductsA

custo%erGs e.!ectations and the !rocess to increase the de%and for their

!roducts"

0gain as a student of P$D#A it also /ery i%!ortant to understand

the custo%erGs beha/iorA cultureA e.!ectations and ho to handle the

custo%ers !ro!erly" HenceA it is also hel!ful for %e to learn the consu%erbeha/ior and obser/e their attitude toards de%and of !articular !roducts

!ractically

O+,ECTIVE

Th" O-"t#/"s a!" 0#/#0"0 #nto two 1a!ts )

1" Pri%ary Ob


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Th" 1!#ma!& o-"t#/"s o2 th" 1!o"t a!" as 2o33ows*

1" 3he %ain ob


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3 Other bran% :ike $it1hi0 +rooti whi1h are a:so foun% to

have a stron. ;arket presen1e


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Pri;ary %ata

Se1on%ary Data

Pri;ary %ata2

Pri;ary %ata are those whi1h are 1o::e1te% a fresh or fast

ti;e0 an% thus happens to be ori.ina::y in 1hara1ter The

pri;ary %ata 1an be 1o::e1te% throu.h the fo::owin.

;etho%s0

6 -uestionnaire ;etho%s

3 Persona: interview ;etho%s

ear:y )a.a*ines0 Newspapers et1

SCO(E OF T'E STUDY

3he %ain sco!e of this research is ascertaining the /arious %ethods

to increase the sales /olu%e and distribution acti/ity of the concern" 3he

%ethods include regular %easures to %a7e the brand !osition in the

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%ar7et and ta7ing %easures to confir% the brand in !osition" One of the

%ost i%!ortant as!ects of this study is also to increase the %ar7et

seg%ent for the !roducts"

Man& mo!" so1"s o2 th#s to1# ma& -" as 2o33ows)

o 3arget %ar7et seg%ent"

o -/aluating aareness about Pe!si o%!any"

o o%!arison of Pe!si !roduct to co%!etitors"

o

Identification of %ar7et !otential"o -/aluating custo%erGs need ith co%!any !roduct

o ollecting suggestions for !roduct i%!ro/e%ent etc"

LIMITATIONS

1" Data of co%!eting brands as difficult to obtain as %ost of the

data 7e!t confidential by co%!anies"

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&" na/oidable res!onse error"

'" ac7 of docu%ented data by retailers"

" ac7 of !ro!er res!onse fro% consu%erretailers"

5" ac7 of co%%unication beteen res!ondents and researcher due to

Illiteracy and lac7 of 7noledge"

6" #ore ti%e and %oney consu%ing"

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COM(ANY (ROFILE

NORT' EAST (URE DRINKS $(VT.% LTD.

Pe!sio has to %odes of o!erations" 3hey are OBO and OBO"

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OBO,o%!any oned business o!erations"

OBO,ranchise oned business o!erations"

*orth -ast Pure Drin7s (P/t") td" is a franchise of Pe!sioA India

o!erating for the entire north east" 3he co%!any has its bottling !lant at

Rani Patgaon" $uahati" *-PD is a !art of the R> grou! o!erating for

Pe!si in other !arts of the country" 3he unit %anager is #r" "D" Shar%a"

3here are four 3erritory De/elo!%ent #anagers ho loo7 into the total

o!erations of *orth -ast Pure Drin7s for the entire north east" 0!art fro%

this %ar7eting acti/ities are loo7ed into by a se!arate %ar7eting tea%" In

the city of $uahatiA there are to distributors , Bahrain Disributors and

a%a7hya -nter!rises" 0!art fro% this the *-PD de!otA Coo Road also

functions as a distributor in certain areas of $uahati"

COM(ANY (ROFILE

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("1s#Co #s a wo!30 3"a0"! #n on/"n#"nt sna4s5 2oo0s an0-"/"!a6"s5 w#th !"/"n7"s o2 mo!" than 89: -#33#on an0 o/"! ;>>

"m13o&""s

Pe!sioA Inc" is founded by Donald #" endallA President and hief

-.ecuti/e Officer of Pe!si, ola and Her%an ;" ayA hair%an and hief

-.ecuti/e Officer of rito,ayA through the %erger of the to co%!anies"

Pe!si,ola as created in the late 1+4s by aleb Bradha%A a *e BernA

*"" !har%acist" rito,ayA Inc" as for%ed by the 1451 %erger of the

rito o%!anyA founded by -l%er Doolin in 14&2A and the H" ;" ay

o%!anyA founded by Her%an ;" ayA also in 14&2"

3he co%!any consists of Pe!sio 0%ericas oods $(AF%5Pe!sio

0%ericas Be/erages $(A+%and Pe!sio International $(I%.

(AF includes rito,ay *orth 0%ericaA 9ua7er oods *orth

0%erica and all atin 0%erica food and snac7 businessesA including

Sabritas and $a%esa businesses in #e.ico" (A+ includes Pe!sio

Be/erages *orth 0%erica and all atin 0%erican be/erage businesses" (I

includes all Pe!sio businesses in the nited ingdo%A

-uro!eA 0siaA #iddle -ast and 0frica" Pe!sio brands are a/ailable in

nearly 2 countries and generate sales at the retail le/el of %ore than J4+

billion"

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So%e of Pe!sioEs brand na%es are %ore than 1,years,oldA but

the cor!oration is relati/ely young" Pe!sio as founded in 145 through

the %erger of Pe!si,ola and rito,ay" 3ro!icana as acuired in 144+

and Pe!sio %erged ith 3he 9ua7er Oats o%!anyA including $atoradeA

in 21"

Pe!sio offers !roduct choices to %eet a broad /ariety of needs and

!reference ,, fro% fun,for,you ite%s to !roduct choices that contribute to

healthier lifestyles"

Pe!sioGs %ission is =3o be the orldGs !re%ier consu%er !roductGs

co%!any focused on con/enient foods and be/erages" ;e see7 to !roduce

healthy financial reards to in/estors as e !ro/ide o!!ortunities for

groth and enrich%ent to our e%!loyeesA our business !artners and the

co%%unities in hich e o!erate" 0nd in e/erything e doA e stri/e for

honestyA fairness and integrityK

PepsiCo Headquarters

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Pe!sio ;orld Headuarters is located in PurchaseA *e Lor7A

a!!ro.i%ately ' %inutes fro% *e Lor7 ity" 3he se/en,building

headuarters co%!le. as designed by -dard Durrell StoneA one of

0%ericaEs fore%ost architects" 3he building occu!ies 1 acres of a 1'',

acre co%!le. that includes the Donald #" endall Scul!ture $ardensA a

orld, acclai%ed scul!ture collection in a garden setting"

3he collection of or7s is focused on %a


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Doritos =rash the Su!er BolK !rogra% on the ?>>@ Cann"s Go30

M"0a3 L#ons Awa!0in the =ast #o/ing onsu%er $oodsK category"

3he ayGs =1N Pure >oyK co%%ercial on the (7-3# R"3at#ons

So#"t& o2 Am"!#as S#3/"! An/#3 Awa!0"DoritosGs =rash the Su!er BolK ca%!aign on a (3at#n7m '"!m"s

C!"at#/" Awa!0 fro% the 0ssociation of #ar7eting and

o%%unication Professionals in the Publicity a%!aign category"

Pe!sio as gi/en the title of ?>>@ O7tstan0#n6 Em13o&"! o2 Ch#na

in Shanghai Region >@by Business -thics #aga@ine

Di/ersity Business na%es Pe!sio as one of Am"!#as To1

O!6an#Bat#ons 2o! M73t#73t7!a3 +7s#n"ss O11o!t7n#t#"s

atalyst honors Pe!sio ith the ?>>@ Cata3&st Awa!0 for its

strategic business initiati/es in the ad/ance%ent of o%en in business

Pe!sio na%ed a%ong Most In237"nt#a3 M73t#nat#ona3s #n Ch#na

for the third consecuti/e year

Hu%an Rights a%!aign na%es Pe!sio as one of the +"st (3a"s to

Wo!4 2o! GL+T E7a3#t&

Pe!sio hina as aarded a ?>> +"st Co!1o!at" (7-3# Ima6"

Awa!0for its brand i%age of /itality and youthfulness

Pe!sio recogni@ed a%ong the ?>>@ ;>> +"st Co!1o!at" C#t#B"ns #n

th" USby RO %aga@ine

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Pe!sio na%ed to ist of Am"!#as To1 Co!1o!at#ons 2o!

Wom"ns +7s#n"ss Ent"!1!#s"s

Sa%Gs lub A7a2#na R"t7!n th" Wa!mth 1!o6!am has on the

/ery to! en/iron%ental honor fro% the ause %ar7eting oru% ortune #aga@ine ran7s Pe!sio once again to the To1 ;> o2

Am"!#as Most A0m#!"0 Com1an#"s #n th" Wo!30

Institutional In/estor %aga@ine has identified Pe!sio as one of

Am"!#as Most Sha!"ho30"!*F!#"n03& Com1an#"s

Pe!sio %a7es ;> #n th" LO'AS In0"Hfor the its cor!orate social

res!onsibility !rogra% and co%%unications

Pe!sio is na%ed -P0Gs En"!6& Sta! (a!tn"! o2 th" Y"a!

Business ;ee7 na%es Pe!sio in its ?>>@ +"st ("!2o!m"!s L#st

Pe!sio recei/es ?>>@ Cata3&st Awa!0

Pe!sio in 3o! 1 of Di/ersityIncGs To1 => Com1an#"s 2o! D#/"!s#t&

list

Indra *ooyi recei/es In0#a A-!oa0 awa!0

'ONORS ?>>>< En"!6& Sta! (a!tn"! o2 th" Y"a!

Awa!0

Pe!sio *a%ed 0%ongDi$ersit%In&'sist of To1 => Com1an#"s 2o!

D#/"!s#t& Pe!sio *a%ed in the To1 ;> om1an#"s 2o! LG+T (esbianA $ayA

Bise.ual and 3ransgender) Em13o&""sbyDi$ersit% In&"

?>>: M#3"ston"s

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Pe!sio is na%ed to the EBest o%!anies for #ulti ultural ;o%enE list by

5orkin) "other %aga@ine

Pe!sio uice beco%es the first nationally distributed brand to use 1N

recycled !lastic bottles ith the *a7ed re*eabottle

Pe!sio Russia celebrates th 0nni/ersary

$atorade introduces li%ited,edition >ordan series bottles

Pe!sio !airs ith BS to launch first,e/er /ideo !layer !ac7aged in a !rint ad

Pe!sio !roducts %a7e EBest oods for ;o%enE list in 5oen7s 1ealth

%aga@ine

-P0 aards Pe!sioEs hicago office ith -nergy Star certification

Pe!si 7ic7s off its 24 !artnershi! ith the *

S%artfood adds Peanut Butter 0!!le fla/or to its lineu!

#ountain De introduces Eltra8ioletAE DeEs first diet line e.tension

Pe!sio s!onsors *ational rban eague onference

Pe!sio reaches %erger agree%ents ith Pe!si Bottling $rou! and

Pe!si0%ericas

Pe!sio agrees to acuire 0%acocoA Bra@ilEs largest coconut ater co%!any

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Pe!sio launches its first lightly carbonated fruit,based be/erage in Bra@ilA

rut@@@

0unt >e%i%a brand celebrates 12 years

Pe!sio is aarded se/eral 24 be/erage inno/ation honors during Drin7tec

trade sho

Sabritas and Pe!sio #e.ico Be/erages recei/e three -ffie E3o! #ar7eting

a%!aignE aards

3rue*orth e.!ands offerings ith three ne nutfruit co%binations0!!le

inna%onA itrus Burst and 0l%ond ranberry

ICC- S!ar7ling >uice launches at Panda -.!ress restaurants across the country

Pe!sio Bra@il signs !ledge to change %ar7eting ca%!aigns to children

Pe!sio says it ill for% ne bottling unitQ -ric ossA 26,year industry

/eteranA ill be -O

Pe!sio ones Sustainability ;orld Inde. and Do >ones

Sustainability *orth 0%erica Inde.

Pro!el su!!orts Breast ancer 0areness ith its =ho!e"no!ro!elledK

ebsiteA s!ecial !ac7aging and !in7 ca!s

Consuer 2eports %aga@ine na%es 9ua7er hey 4 alorie $ranola Bar

a%ong best during a taste test on loer,fat snac7 o!tions

nited *ations 0ssociation of *e Lor7 honors rito,ay for its

en/iron%ental efforts

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Pe!sio ran7s a%ong to! co%!anies on or!orate Social Res!onsibility Inde.

by the Boston ollege enter for or!orate iti@enshi!

Pe!sio signs as !artner of ne #eadolands Stadiu%A the future ho%e of the

*e Lor7 >ets and *e Lor7 $iants

Pe!si Bra@il ins the to! s!ot for E3he #ost 0d%ired in Bra@ilE by Bra@ilian

business %aga@ine Carta Capital

Pe!sio na%ed Eor!oration of the LearE by Southern lorida #inority

Su!!lier De/elo!%ent ouncil for its diligenceA co%%it%ent and legacy of

di/ersity

3he -uro!ean nion a!!ro/ed the !ro!osed %ergers of Pe!sioA Pe!si

Bottling $rou! and Pe!si0%ericas

Pe!sio Ho!e deli/ers %ore than A freeA healthier snac7s and brea7fasts

to Dallas children

rito,ay recei/es the nited *ations 0ssociation of *e Lor7Es 24 0nnual

Hu%anitarian 0ard in recognition of rito,ayEs acco%!lish%ents in

en/iron%ental cor!orate social res!onsibility

Pe!sio Russia signs the Russian 0d/ertisers 0ssociationEs !ledge to eli%inate

ad/ertising to children under 12

Pe!si ins Eootball Pro%oter of the LearE aard in *igeria for its in/ol/e%ent

ith the de/elo!%ent of grassroots football

Pe!sio and albee oods o%!any announce strategic alliance to %a7e and

sell a ide range of food !roducts in >a!an

$a%esa,9ua7erEs Stila brand na%ed EBrand of the LearE in #e.ico at the 5th

0nahuac0I Ries #ar7eting 0ards

ICC- brand launches ne fla/or of s!ar7ling


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Pe!si >ordan ins the ing 0bdullah -.cellence 0ardA >ordanEs %ost

!restigious aard on a country le/el

Pe!sio recei/es Eor!oration of LearE aard fro% nited erebral Palsy in

recognition of its -n0ble !rogra%A hich cha%!ions inclusion for !eo!le ith

different abilities in the or7!lace

Pe!sioEs ;orld Headuarters in PurchaseA *LA as na%ed as the inner of

the 24 and%ar7 0ard by the 0%erican Society of andsca!e 0rchitects

and the *ational trust for Historic Preser/ation

rito,ay *orth 0%erica announces ne !artnershi! ith 3erra ycleA a

co%!any that ill re!ur!ose rito,ay snac7 !ac7aging into %erchandise

Pe!sio na%ed to -this!hereEs E#ost -thical o%!aniesE for 24

9ua7er is honored ith 2+,24 Brand aureate Heritage 0ard for the

EBest Brands,onsu%ersE by the 0sia Pacific Brand oundation in #alaysia

Pe!sio hicago is recogni@ed by Business;ee7 %aga@ine as one of the to!

EgreenE headuarter locations in the "S"

Pe!sio is listed in the to! 2 EIdeal -%!loyer #B0 Ran7ingE in8ortune

%aga@ine

Pe!sio hina be/erage grou! na%ed ESu!!lier of the LearE by ;al,#art

hina

*0 and Oberto Sausage o" hagree to end !artnershi! for distribution and

sales of OhBoy Oberto brand %eat snac7 !roducts in the "S" and anada

3ro!icana beco%es the first *orth 0%erican brand to be inde!endently

certified by the arton 3rustA an organi@ation established to address cli%ate

change

Sierra #ist launches ne fla/orSierra #ist Ruby S!lash

Pe!si beco%es official be/erage of *oregian ruise ines

Pe!sio acuires arinto snac7 business in Peru

rito,ay Sunhi!s announces !lans to begin using the first fully co%!ostable

snac7 chi! bag %ade fro% !lant,based %aterials to significantly i%!ro/e the

en/iron%ental i%!act

Pe!sioEs #e.ico di/isionsA $a%esa,9ua7erA Sabritas and $atoradeA recei/e

the distincti/e or!orate Social Res!onsibility aard fro% e%efiA the

#e.ican enter for Philanthro!A for their 3alent Sustainability efforts

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;al,#art #e.ico na%es Pe!sio Be/erages #e.ico as the ESu!!lier of the

LearE

0uafinaA Diet Pe!siA Pe!si and #ountain De to! the 24 Brand eys

usto%er oyalty -ngage%ent Inde.

i!ton launches ne S!ar7ling $reen 3eathe first,e/er s!ar7ling be/erage

fro% the i!ton trade%ar7

Consuer 2eports na%es 9ua7er !roducts a%ong its to! choices at

su!er%ar7ets in their E$reat -/ery Day ProductsE article

3he "S" -n/iron%ental Protection 0gency aards Pe!sio a 24 -nergy

Start Sustained -.cellence 0ard for its energy efficiency !rogra%

Pe!sio announces intention to acuire its to largest anchor bottlersA 3he

Pe!si Bottling $rou! and Pe!si0%ericas

Pe!sioEs 3or3ri. brand recei/es the EHall of a%e of $uate%alan BrandsE

aard fro% the 0%erican #ar7eting 0ssociation

Pe!sio introduces three ne !roductsPe!si *aturalA Pe!si 3hrobac7 and

#ountain De 3hrobac7A all seetened ith natural sugar

Pe!sio Ireland is recogni@ed as one of the E Best ;or7!lacesE by 3he $reat

Places to ;or7 Institute

Pe!sio hicago Sustainability enter achie/es --D Platinu% certification

fro% the "S" $reen Building ouncilA %a7ing it the fist in the onsu%er

Products sector to recei/e the !restigious Platinu% distinction

rito,ay launches J2 line for consu%ers see7ing /alue

Pe!sio India launches *i%boo@ by 6!A a be/erage ins!ired by IndiaEs

fa/orite le%onade drin7

3ro!icana introduces 3ro!A the first orange


32/71

Doritos Su!erBol TIII ad ran7ed nu%ber one by 9S- Today7s 0d #eter

0#P -nergy un/eils three ne line e.tensions0#P -nergy ightningA 0#P

-nergy ith Blac7 3ea and 0#P -nergy ith $reen 3ea

Pe!sio scores %auice beco%es a/ailable at Sa%Es lub

rito ay 3ur7ey launches its second better,for,you snac7A heetos Rings

-le/en Pe!sio hina bottling !lants are honored as E2+ -nter!rise of

-.cellence in ;ater Sa/ingE facilities at the 2+ hinese Be/erages Industry

0ssociation annual %eeting

&2


33/71

T(EORETIC)L #R)EWOR*

What is +istri,ution net-ork/

&&


34/71

=hannel of distribution or trade channel for a !roduct is the route ta7en by

the title of the goods as they co%e fro% the !roducer to the ulti%ate

consu%er or industrial userK

, , ;illa% Standton

=hannel of distribution is a tea% of %erchants and agentsA business

institutions that co%bine !hysical %o/e%ent and title %o/e%ent of

!roducts in order to create useful assort%ents for s!ecific %ar7ets"K

, Prof" " $lenn ;alters

D#st!#-7t#on n"two!4

3he distribution netor7 is an i%!ortant Part of the %ar7eting"

lti%ate !ur!ose of %anufacturing any goods and ser/ices is to hand o/er

sa%e to the end users or custo%ers for its utili@ation" the entire function of

getting goods into the hands of custo%ers is called as distribution " the

channel of distribution %eans the inter%ediaries engaged in %o/ing goods

fro% the !lace of !roduction to the !lace of consu%!tion "In other ordsA

the route by hich the goods %o/e fro% the !lace of !roduction to the

!lace of !roduction is called as the channel of distribution"

3he channel of distribution is an i%!ortant !art of =#ar7eting #i.K in anybusiness organi@ation" It is the !ath ay for the flo of onershi!

!ossession of goods and ser/ices" 3he transfer of onershi! and !hysical

!ossession are to i%!ortant as!ects"

3ransfer of onershi! is an e.change !rocess hich includes channels of

distribution"

Th" s#6n#2#an" o2 0#st!#-7t#on n"two!4

&'


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Distribution netor7 is a /ery !oerful ele%ent in the %ar7eting %i."

#ar7eting channel is a set of interde!endent organi@ation in/ol/e in the

!rocess of %ar7eting !roduct or ser/ice a/ailable to the custo%er or end

user for consu%!tion" the goods and ser/ices %anufactured at one !lace

are %ade a/ailable to the custo%er through the !ath ay called channels of

distribution " hannels of distribution satisfy the de%and of the custo%ers

by su!!lying goods and ser/ices at the right !laceA at right !riceA and in the

right uality and uantity"

3husA %ar7eting channels !ro/ides ti%e and !lace utility for goods"

#ar7eting channels !lay significant role for the !roducers ho lac7s

financial resources for underta7ing the direct %ar7eting" #oreo/erA there

are %any !roducers ho are interested in underta7ing !roduction


36/71

3he %ar7eting research as the syste%atic design collectionA analysisA

and re!orting of data and findings rele/ant to a s!ecific %ar7eting situation

facing the co%!any"

Th" Ma!4"t#n6 R"s"a!h (!o"ss

-ffecti/e %ar7eting research in/ol/es the si. ste!sQ to of the% are

discussed belo:

;. D"2#n" th" 1!o-3"m an0 th" R"s"a!h O-"t#/"s)

3he !roble%s should not be defined either too broadly or too

narroly" 3o define the research !roble%A e should 7no the

contentsA the sco!e and decisions to be %ade" 3hat %eans or7ing

bac7ards fro% the decisions can be a good ay of defining

!roble%s because the !ur!ose of research is to generate %eaningful

infor%ation" 3his ill hel! in ta7ing effecti/e decisions"

?. D"/"3o1 th" R"s"a!h (3an)

3he second stage of %ar7eting research reuires de/elo!ing the

%ost efficient !lan for gathering the needed infor%ation" 3his

in/ol/es decisions on the data sourcesA research a!!roachesA

research instru%entsA sa%!ling !lanA and contact %ethods"

i) Data So7!"s)3he researcher can gather secondary dataA !ri%ary dataA

or both" Secondary data are data that ere collected for another

!ur!ose and already e.ist so%ehere"Priary dataare data freshly

gathered for a s!ecific !ur!ose or for a s!ecific research !ro


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ii) R"s"a!h A11!oah"s)Pri%ary data can be collected in fi/e ays:

through obser/ationA focus grou!sA sur/eysA beha/ioral data and

e.!eri%ents"

3he research is done through Sur$e% Resear&h etho+. Sur/eys

are best suited for descri!ti/e research" o%!anies underta7e

sur/eys to learn about !eo!leGs 7noledgeA beliefsA !references and

satisfaction" It reuires de/elo!%ent of a sur/ey instru%entA usually

a uestionnaireA hich the res!ondents are as7ed to fill u!"

iii)R"s"a!h Inst!7m"nts)#ar7eting researchers ha/e a choice of three

%ain research instru%ent in collecting !ri%ary data: uestionnaireA

ualitati/e %easuresA and %echanical de/ices"

3he research is actually or7ed through /uestionnaire. 0

uestionnaire consists of a set of uestions resented to res!ondent"

Because of its fle.ibilityA the uestionnaire is by far the %ost

co%%on instru%ent use to collect !ri%ary dataA uestionnaires need

to be carefully de/elo!edA testedA and debugged before they are

ad%inistered on a large scale" In !re!aring a uestionnaireA the

researcher carefully chooses the uestions and their for%A ordingA

and seuenceA the for% of the uestion can influence the res!onse"

i/) Sam13#n6 13an) 0fter deciding on the research a!!roach and

instru%entsA the %ar7eting researcher %ust design a sa%!ling !lan"

3his calls for three decisions"

&6


38/71

a) Sa"pling unit0 3he %ar7eting researcher %ust define the target

!o!ulation that ill be sa%!led"

b) Sa"ple Si!e)arge sa%!les gi/e %ore reliable results than s%all

sa%!les" Hoe/erA it is not necessary to sa%!le the entire target!o!ulation or e/en a substantial !ortion to achie/e reliable results"

Sa%!les of less than 1 !ercent of a !o!ulation can often !ro/ide

good reliabilityA ith a credible sa%!ling !rocedure"

c) Sa"pling pro&e+ure) 3o obtain a re!resentati/e sa%!leA a

!robability sa%!le of the !o!ulation should be dran" Probability

sa%!ling allos the calculation of confidence li%its for sa%!ling

error"

/) Contat M"tho0s) Once the sa%!ling has been deter%inedA the

%ar7eting researcher %ust decide ho the sub


39/71

Resear&h etho+olog%

RESEARC' MET'ODOLOGY

&4


40/71

0 co%!any can obtain %ar7eting research in a nu%ber of ays"

#ost large co%!anies ha/e their on %ar7et research de!art%ent" 3he%ar7eting research %anager nor%ally re!orts to the %ar7eting /oice

!resident and act as a study directorA ad%inistratorA co%!any consultant

and ad/ocate"

Research can be defined as a scientific and syste%ic search for

!ertinent infor%ation on a !articular sub


41/71

0 sur/ey underta7en to assess of retailers distribution netor7 of

Pe!si /is a /is o7e and others" 0n e.!lanatory research design asado!ted to conduct the sur/ey to !ro/ide a better understanding of Retailer

and usto%erGs needsA has been able to satisfy their needs and e.!ectation"

In the absence of adeuate and rele/ant secondary dataA Pri%ary data had

to collect" 3his as acco%!lished through the for%ulation of a schedule of

uestions and data as collected by %eeting the res!ondents !ersonally"

3y!e of Research: Descri!ti/e

*ature of Research: 9uantitati/e Research

3y!e of 9uestionnaire: Straight orard

3y!e of 9uestionnaire: Structured and or%ali@ed

3y!e of 0nalysis: Statistical

M"tho0 o2 0ata o33"t#on:

'1


42/71


43/71

1) 9uestionnaire

2) Personal inter/ie

J7"st#onna#!"?

0 uestionnaire consists of a set of uestions !resented to a

res!ondent for% for their ansers" Because of its fle.ibility the

uestionnaire is by for the %ost co%%on instru%ent used to collect

the !ri%ary data" 0 good uestionnaire should be si%!leA directA

unbiased ording"

I ha/e used general ty!e of uestionnaire hich is

instructed and non , distinguished in nature "Instructed and non ?

distinguished uestionnaire %eans that the uestions are !reser/ed

ith e.actly ith the sa%e ording and in the sa%e order ith

identification of all res!ondents"

("!sona3 Int"!/#"w,

3his %ethod has been used in order to 7no the uality of

ser/ice by the distributor to the retailers at the end custo%ers in

ter%s of deli/ery of !roductsA ta7ing ti%ely orderA attitude of sales

%an etc" the %ethod of collecting of data for the infor%ation

through !ersonal inter/ie as carried out in a instructed ay"

1ri"ar% +ata &olle&tion,

'&


44/71

3he !ri%ary data are collected by using the folloing

techniues:

R"s"a!h T"hn#7",

Sur/ey %ethod techniue as used to collect the data"

Contat M"tho0*

Inter/ies ith res!ondent"

Sam13#n6 (3an*

a" Sa%!le Si@e,22

b" Sa%!le -le%ent ? Distributors and Retailers

c" Sa%!le -.tent ? ;hole $uahati ityd" Sa%!le Duration,1st>une ? 2th0ugust

e" Research Instru%ent ? Self designed uestionnaire

Se&on+ar% +ata &olle&tion0

Secondary data are collected fro% the different sources li7e

different nes!a!erA %aga@ine and internal"

''


45/71

Data na!ysis and

Interpretations)

Sam13" S#B") ??=

'


46/71

na!ysis and Interpretation of retai!ers

point of "ie#$

1U 3he different brands of soft drin7s 7e!t in /arious retail store"

Pe!si o7e Others

2 '5 126

Interpretation$

3he sur/ey as conducted a%ong 22 retailers" Out of 22 retailersA

2&N retailers sales only Pe!si"2N retailers sales o7e and rest of the

6N retailers sales all the brands"

'5


47/71

2" Order of P-PSI and O- stoc7 by the retailers"

Distributor ;holesaler Other

22

Interpretation:$

Out of 22 outletsA 1N retailers i"e" both P-PSI O- outlets

are used to order their stoc7 to distributor"

'6


48/71

'" 3he stoc7 order is deli/ered at right ti%e to the retailer"

Les 24

*o 15

Interpretation:$

Out of 22 outlet 24 retailer get stoc7 ordered at ti%e and rest ofthe 15 retailer do not get stoc7 ordered at right ti%e"

'+


49/71

" Period of deli/ery to retailer"

Daily +6

;ee7ly +

;hen *eeded 1&

Interpretation:$

Out of 22 res!ondent 6N ha/e re/ealed that their deli/ery !eriod

is hen need the stoc7A &4N said that their deli/ery !eriod is daily and +Nre/ealed their deli/ery !eriod once in a ee7"

'4


50/71

5" Daily selling of P-PSI or O- by the retailers"

("1s#)*

2 %l & %l %l 1 liter V 1 liter 3otal

W 5 &4 15 5 121

,1 14 1& 5 & '1

V1 4 2 1 16

3otal ++ 6 2' 1 164

Interpretation:$

0ccording the abo/e diagra% 2 %l !roduct is not a/ailable in the %ar7et and

121 retailers sale less than bottles (2 %lA &%lA A 1 literA V1 liter)A

'1 retailers sale to 1 bottlesA 16 retailers sale %ore than 1 bottles

of P-PSI !roducts in a day"

Co4")*


51/71

2 %l & %l %l 1 liter V 1 liter 3otal

W 51 && 1+ 5 11+,1 1 1& 2 &

V1 4 ' & 2 1+

3otal + 25 1 161

Interpretation )*

0ccording the abo/e diagra% 2 %l !roduct is not a/ailable in the %ar7et and

11+ retailers sale less than bottles (2 %lA &%lA A 1 literA V1 liter)A

& retailers sale to 1 bottlesA 1+ retailers sale %ore than 1 bottles

of O- !roducts in a day"

6" RetailerGs satisfaction ith the distribution of P-PSI"

1


52/71

Interpretation$

Out of 216 outlets ho sales Pe!si in their retail storeA156 outlets

said that they are satisfied ith the distribution of Pe!si and rest of the

outlets said that they are not satisfied ith the distribution of Pe!si"

+" RetailerGs satisfaction ith the distribution of O-"

2


53/71

Interpretation$

Out of 22& outlets ho sales O- in their retail storeA 22 outlets said

that they are satisfied ith the distribution of O- and rest of the 21

outlets said that they are not satisfied ith the distribution of O-"

4" 3he %ode of !ay%ent %ade by the retailers"

ash 21&

&


54/71

heue 4

Both &

Interpretation$

Sur/ey as conducted a%ong 22 retailers" Out of this 4N retailers

ha/e said that their %ode of !ay%ent is cashA 'N retailers said that their

%ode of !ay%ent is cheue and rest 1N used to !ay by both cash and

cheue"

1" 3he largest selling !roduct of P-PSI"

P-PSI 256 ! 26

'


55/71

#IRI*D0 114

SI- &

#O*30I* D-; 6

&nterpretation2

0ccording to the diagra% 5N retailers ran7ed #irinda as the

highest sellingA 1N ha/e ran7ed 6! as the highest sellingA 1'N ha/e

ran7ed Pe!si as the highest sellingA'N retailers ha/e ran7ed #ountain De

as the highest selling and 2N ha/e ran7ed Slice as the highest selling

!roduct of P-PSI in their retail store"

11"3he largest selling !roduct of O-"

oca ola +

S!rite &

enta 5i%ca 1


56/71

#a@a 6

&nterpretation2

0ccording to the diagra% &6N retailers ran7ed #a@a as the

highest sellingA &N ha/e ran7ed enta as the second highest sellingA 15N

ha/e ran7ed S!rite as the third highest sellingA +N retailers ha/e ran7ed

i%ca as the forth highest selling and 'N ha/e ran7ed oca ola as the

loest selling !roduct of P-PSI in their retail store"

12" 3he %ode of trade !ro%otional offers gi/en by Pe!si"

SH-#- 1++

$I3 12

#O*-L B0 DISO*3 21

5


57/71

O3H-RS '

Interpretation:$

Diagra% shos that +'N retailers got sche%es on glass bottlesA N

retailers got giftA 4N retailers got discount and rest of the 2N retailers got

other ty!e of !ro%otional offers"

1&" 3he retailerGs satisfaction regarding o/erall distribution"

P-PSI +5

O- 6'

BO3H 5

6


58/71

Interpretation$

3he abo/e diagra% shos that out of total 22 retailersA &+N ha/e

ran7ed Pe!si as highestA &&N retailers ha/e ran7ed o7e as the highest and

24N retailers ha/e ran7ed both Pe!si and o7e together as the highest on

!art of o/erall satisfaction of brands"

S%OT &LYSIS:$

S X Strengths

; X ;ea7ness

O X O!!ortunities

3 X 3hreats

SoA no e define these ter%s for *orth -ast Pure Drin7s P/t" td"

+


59/71

Stren.ths=2

Brand *a%e:, 8ery %uch 7non in the %ar7et"

Brand 8alue"

$ood Re!utation in the %ar7et"

#ar7eting Dri/en o%!any"

?eakness=2

ess nu%ber of distributors"

ess S"""

Opportunities:$

#ar7et si@e is hugeA so /olu%e sales can be generated"

O!!ortunities in targeting bul7 users and loer seg%ent"

Threats:$

3he !erce!tion of consu%ers"

4


60/71

;illingness of consu%er sitching fro% one brand to

another"

5


61/71

#INDIN2S

FINDINGS

1" In the soft drin7A oca ola has an o/erall lead in all the %ar7et"

Other brand li7e itchiA rooti hich are also found to ha/e a strong

%ar7et !resence" 0nd Pe!si hoe/er see% to lagging behind but during

this to %onth ie >une and >uly it is found that Pe!si is ca!turing its

%ar7et area /ery ra!idly"

51


62/71

2" Slice has !oor a/ailability in the %ar7et %ainly because of the

stoc7 shortage and also because Slice R$B has not been launched in

$uahati" 3he nely launched 3ro!icana tister is relati/ely in a better

!osition but launch of its R$B S could hel! in better distribution"

&" In the city distribution netor7A there are only & (three)

distributors of Pe!si" Su!!ly to the entire city therefore beco%es

cu%berso%e and leads to distribution la!ses" In co%!arison o7e has

(fi/e) distributors in strategic locations hich conduct %ore of locali@ed

o!erationsA thus gaining %ore of a locational ad/antageA also %ore

intensi/e distribution"

'" 0bout +'N retailers got sche%es on glass bottles but the gifts for

s!ace club are yet not !ro/ided by the co%!any" 3he co%!any is going to

!ro/ide the gift for s!ace club /ery soon after the co%!letion of audit"

" 3hrough the analysis it is found that the sale of #IRI*D0 is

highest a%ong the P-PSI !roduct and #0C0 co/ers the highest %ar7et

a%ong the O- !roduct in the %ar7et of $uahati city"

5" ro% the total outletA 2&N retailers sales only Pe!si"2N

retailers sales o7e and rest of the 6N retailers sales all the brands"

6" ro% the total outletA 1N retailers i"e" both P-PSI O-

outlets are used to order their stoc7 to distributor"

+" ro% the total outletA 6N ha/e re/ealed that their deli/ery !eriod

is hen need the stoc7A &4N said that their deli/ery !eriod is daily and +N

re/ealed their deli/ery !eriod once in a ee7"

52


63/71

4" Out of 22& outlets ho sales O- in their retail storeA 22 outlets said

that they are satisfied ith the distribution of O- and rest of the 21

outlets said that they are not satisfied ith the distribution of O-

1" Out of 216 outlets ho sales Pe!si in their retail storeA 156

outlets said that they are satisfied ith the distribution of Pe!si and rest of

the outlets said that they are not satisfied ith the distribution of Pe!si"

11" ro% the total Sa%!leA &+N ha/e ran7ed Pe!si as highestA &&N

retailers ha/e ran7ed o7e as the highest and 24N retailers ha/e ran7ed

both Pe!si and o7e together as the highest on !art of o/erall satisfaction

of brands"

5&


64/71

RECOEND)TIONS

RECOMMENDATIONS

1" In order to i%!ro/e the %ar7et !enetration allotting %ore of

distributions can be done to gain locational ad/antages and also %ore

intensi/e distribution"

2" 0!!ointing Pre Sale Re!resentati/es to 7ee! trac7 of retail outlets

instead of su!!ly in ready sto7e can hel! organi@e distribution and also

sa/e ti%e and %oney"

5'


65/71

&" or the a/ailability of the Slice in the %ar7et %ore sto7e of Slice to be

%aintain by the co%!any"

'" 3o increase the sale of Pe!si !roductA the co%!any should alays infor%

the retailers about the ne sche%es"

" Pe!si has S$0 s li7e /isicoolersA so by ensuring !urity of /isicoolers

through effecti/e %erchandising it can !ush the !roduct and also i%!ro/e

the /isibility of the !roduct"

5


66/71

CONCLUSION

CONCLUSION

3he future of Pe!si is bright" Pe!si at this crucial


67/71

56


68/71

PPE&DI'

JUESTIONNAIRE

Nam" o2 th" !"ta#3 sto!")Nam" o2 th" (!o1!#"to!)

A00!"ss)

1" ;hat are the different brands of soft drin7s you ha/e 7e!t in your retail

storeY

(a) P-PSI (b) O- (c) Others

2" ;ho% do you order your P-PSI stoc7 toY

5+


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(a) Distributor (b) ;holesaler (c) Other

&" ;ho% do you order for your O- and other stoc7 toY

(a) Distributor (b) ;holesaler (c) Other

'" Do you get the stoc7 ordered at the ti%eY

(a) Les (b) *o

" ;hat is your deli/ery !eriodY

(a)Daily (b) ;ee7ly (c) Once in ten days (d) ;hen needed

5" Ho %uch P-PSI or O- you sale in a dayY

P-PSI:

(a) 2%l ( ) (b) & %l( ) (c) %l ( )(d) 1 liter( ) (e)V1 liter ( )

O-:

(a) 2%l ( ) (b) & %l( ) (c) %l ( )(d) 1 liter( ) (e)V1 liter ( )

*B: indly !ut the *o" of bottles sold in a day in the brac7et"

6" 0re you satisfied ith the distribution of P-PSIY

(a) Les (b) *o

+" 0re you satisfied ith the distribution of O-Y

(a) Les (b) *o

4" ;hat is your %ode of !ay%entY

(a) ash (b) heue (c) De%and draft (d) 0ll

1" ;hich is the largest selling !roduct of P-PSI a%ong the folloingY

54


70/71

(a) Pe!si (b) 6 ! (c) #irinda (d) #ountain De (e) Slice (f) 3ro!icana

3ister"

11" ;hich is the largest selling !roduct of O- a%ong the folloingY(a) oca,cola (b) S!rite (c) anta (d) i%ca (e) #a@a

12" Do you recei/e any trade !ro%otional offers fro% Pe!siY

(a)Sche%e (b) $ift (c) #oney bac7 (d) Discount (e) Others

1&" ;hose o/erall distribution is %uch %ore satisfactory to youY

(a) P-PSI (b) O- (c) O3H-R (d) Both P-PSI

O-

1'" 0ny co%!lain against the !roduct"

ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ



ZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZZ

+I+LIOGRA('Y

+oo4s R"omm"n0"0)*

6


71/71

#ar7eting %anage%ent Phili! otler

Research #ethodology,#ethods and 3echniues

"R othari"Int"!n"t)*

www.1"1s#o.om

Documents

“Distribution Network of Pepsi Vis a Vis Other Soft Drinks in Guwahati City.”