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PREFACE
Today’s companies urgently and critically rethink their business mission and
marketing strategies. Instead of operating in a market place of fixed and known
competitors and stable customer preferences, they work in a war zone of rapidly
changing competitors, technological advances, managed trade policies and
diminishing customer loyalty.
I Undertook summer training under the “Pepsi co. International”. This research is an
attempt to find Market Share of Pepsi in market and Distribution Analysis of Pepsi.
Which has given me a valuable insight into the marketing division of Pepsi co.
Success is not a easy game to play. In corporate every milestone brings with it more
complication and to survive, in this dynamics environment. We are required to change
and repositioning & introduce new methods, technologies, concepts that can lead to
Improvement of the company.
In this changing scenario we must change:
Our way of thinking.
Way of working.
ACKNOWLEDGEMENT
The past few months have been an intense whirlwind of activity. This is not unusual,
as in PEPSI; they train us to put our heart and souls into achieving a mission that
drives us as we work to accelerate the PEPSICO group towards worthy goals. My
training under the guidance of Mr. Binjit Kumar (TDM), who has made me
learn that the ladder of success is less crowded at the top. There is so much to learn
from him. I also take pride in thanking to Mr. Ankur Majumdar (AMSD) who was
always there for my support and guidance.
Making of this report has been a labor of love. Hope the contents win the appreciation
of the discerning eye.
Thanks to all.
CONTENTS
S.NO. PARTICULARS PAGE(s)
PrefaceAcknowledgement
Chapter-1 Introduction
PepsiCo. Profile PepsiCo. Mission Pepsi’s sustainable advantage SWOT Analysis Introduction (Report subject)
Chapter –2 Objective & Methodology
Objective of the study. Managerial usefulness of the study Scope of the study Methodology Data Collection List Of Beverages
Chapter –3 Data Analysis
Chapter –4 Finding Proposed Suggestions The Data Collection Form Bibliography Annexure
PEPSICO. PROFILE
PepsiCo is a world leader in convenient foods and beverages, with 2004 revenues of more than $29 billion and 153,000 employees. The company consists of Frito-Lay North America, PepsiCo Beverages North America, PepsiCo International and Quaker Foods North America. PepsiCo brands are available in nearly 200 countries and territories and generate sales at the retail level of about $78 billion.
Many of PepsiCo's brand names are more than 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001.
PepsiCo offers product choices to meet a broad variety of needs and preference -- from fun-for-you items to product choices that contribute to healthier lifestyles.
PepsiCo’s 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. And in everything we do, we strive for honesty, fairness and integrity.”
PepsiCo, Inc. is one of the world's largest food and beverage companies. The company's principal businesses include:
Frito-Lay snacks Pepsi-Cola beverages Gatorade sports drinks Tropicana juices Quaker Foods
PepsiCo, Inc. was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998. In 2001, PepsiCo merged with the Quaker Oats Company, creating the world’s fifth-largest food and beverage company, with 15 brands – each generating more than $1 billion in annual retail sales. PepsiCo’s success is the result of superior products, high standards of performance, distinctive competitive strategies and the high level of integrity of our people.
PEPSICO INTERNATIONAL
Pepsi-Cola began selling its products outside the United States and Canada in the mid-1930s, opening in the United Kingdom in 1936. Operations grew rapidly beginning in the 1950s. Today, PepsiCo beverages are available in more than 170 countries and territories. Brands include Aquafina, Gatorade and Tropicana.
In addition to brands marketed in the United States, PepsiCo International brands include Mirinda, Seven-Up and many local brands.
PepsiCo began its international snack food operations in 1966. Today, products are available in nearly 170 countries. Often PepsiCo snack food products are known by local names. These names include Gamesa and Sabritas in Mexico, Walkers in the United Kingdom, Simths in Australia, Matutano in Spain, Elma Chips in Brazil, and others. The company markets Frito-Lay brands on a global level, and introduces unique products for local tastes.
PepsiCo World Headquarters is located in New York. It is traded on the New York
Stock Exchange under the symbol PEP. The company it formed for its distribution
and bottling business is the Pepsi Bottling Group, trading on the NYSE under the
symbol PBG.
PepsiCo’s success is the result of superior products, high standards of performance,
distinctive competitive strategies and the high integrity of our people.
PEPSI BOTTLING GROUP, PEOPLE:
Chairman & Chief Executive - John T. Cahill
Senior Vice President & Chief Financial Officer - Alfred H. Drewes
Senior Vice President, Secretary & General Counsel - Pamela C. McGuire
PEPSICO. MISSION
“To be the world's
Premier
Consumer Products
Company
Focused on convenient
Foods and beverages.”
PepsiCo’s Sustainable Advantage
Three major sustainable advantages give PepsiCo a competitive edge as we operate in the global marketplace:
(1) Big, muscular brands;(2) Proven ability to innovate and create differentiated products; and(3) Powerful go-to-market systems.
Making it all work are our extraordinarily talented and dedicated people.
When we take these competitive advantages and invest in them with dollars generated from top-line growth and cost-saving initiatives, we sustain a value cycle for our shareholders.
In essence, investing in innovation fuels the building of our brands.This in turn drives top-line growth.
Dollars from that top-line growth are strategically reinvested back into new products and other innovation, along with cost-savings projects.Thus, the cycle continues.
SWOT Analysis
Strengths
It is company owned bottling operation (COBO) plant of world’s most famous soft drink giant Pepsi co international.
It employs latest technology and well-equipped plant & machinery for production and bottling of soft drink.
It has a competent sales force.
Company has a very strong distribution and well built market and currently it holds good market share in market.
Coke ‘s distribution is not as good Pepsi has in market. So Pepsi should take benefit of the opportunity.
Weakness
More Emphasis is given to large retailers.
Distribution network is not up to the mark in the rural areas.
Promotional activities are not adequate in the rural areas.
Opportunity
As per the consumption of soft drink in India, Pepsi advertises its products properly, and then it can certainly increase its market share.
India lives in rural areas & these markets are still unexplored. Infact these market are of much more potential for soft drink.
Selection of the effective & Result oriented distributors for wide spread distribution.
Threats
Introduction of various Promotion schemes by coca cola competitors of Pepsi.
Delay in the distribution due to multiple reasons.
Products of the competitors are available at low prices compared to Pepsi (some time).
Bias behavior of some of the distributor to retailers.
Report Subject
A market survey conducted to find the Share
Mapping of Pepsi in the market and Distribution
analysis of Pepsi and its corrective action.
Chapter-2
THE OBJECTIVE OF THE STUDY: -
1.Share Mapping of Pepsi
To calculate the accurate share of Pepsi in market.
To find the popularity of brands or highest selling brand.
To find the most demanded brand among the soft drink industry.
To know the source of water (Aquafina).
To know the source of Pet (500 ml & 2 ltr both).
To know the about the chilling equipments given by the company.
To find various promotional strategies.
2.Distribution & its corrective action.
To get the knowledge of the distribution in the market.
Route agent ‘s approach for selling.
Company Official and Customer Executive’s approach toward the retailers.
How much quick they are to solve the problems of retailers.
Distributor’s Role in solving problems in the market and
Are customers satisfied with the service or not?
MANAGERIAL USEFULNESS OF THE STUDY
The usefulness of this study for manager is as follow: -
Certainly this study would help manager to find out the exact share of the Pepsi and Coke. And both’s advertising material, cooling machines, availability in market, favorite brand of the customer.
It provides a feedback to the company about their sales and sales promotion schemes and what impact does it have on the retailers and consumers.
It provides the information about the competitor’s strategies and their impact on the retailers and consumers.
It helps the manager to know about the preference and choice of the consumers so that they can plan out their future analysis on that basis.
It helps the manager to apply the various activities, which is useful to increase the market share of its product.
Certainly it would help to know the distribution system of both companies in the market. Which company is proactive for customer demand?
It will reveal about Route agent’s activeness and his image that he has inculcated in the mind of the retailers.
Maintenance of the purity of the cooling machine is one of the most important merchandising tool, through this study the managers come to know, as to whether this purity is being maintained or not.
Scope of the study
The study gives an idea about the market share of Pepsi among other soft drink in karnal.
The study provides information about the preference and the choices of the consumers.
The study provides an idea about how much merchandising efforts are able to create awareness among the consumers and how much it affects the consumer in decision making at the time of purchases.
The study gives information about the views of retailers regarding the sales promotion schemes given to them by the company.
The study includes information about the competitor’s activities, which can be helpful in determining the company’s sales and sales promotion strategies and market share of Pepsi.
The study is carried out in the karnal and it’s adjoining areas, which cover the rural as well as urban population.
The study, which is based on the survey, gives a very practical knowledge about real market situation at Pepsi.
The study, which carried gives the idea about the distribution network of the Pepsi and its rival coke.
CHAPTERMETHODOLOGY
RESEARCH MEHODOLOGY
The study of market share the understanding and sales
promotion activities of Pepsi mainly covered data collection through observation,
questionnaire and interview of consumers and shopkeepers who are involved in
selling soft drinks.
Type of research:Type of research carried out was exploratory in nature; the
objective of such research is to determine the approximate area where the
drawback of the company lies and also to identify the course of action to solve it.
For this purpose the information proved useful for giving right suggestion to the
company.
Data source:Data used for the research work was primary in nature. For
consumer-oriented research, the idea of consumers was collected regarding their
views towards the catalyst of market share merchandising and sales promotion
activities of company. For trade-oriented research the ideas of shopkeepers were
collected. This type of obtaining data is called shop intercept where people are
convinced in the shop to fill in the questionnaires.
Research approach:Personal interviews through self administered survey was done to
collect the data, the trade related and market research were undertaken, both were
accomplished by going to different outlets.
Research instrument:
Questionnaire
Type of questionnaire:
The questionnaire prepared for the study contained close and open-
ended question, the questionnaire was formulated in such a way to take much
information from retailers.
The questionnaire was formulated by keep in mind the following Point: -
Giving the respondents clear comprehension of the question.
Inducing the respondents to co-operate.
Giving instructions as to what is wanted.
Identifying the needs to be known.
Based on the questionnaire sufficient information was obtained which would
be useful to my organization for placing its short and long-term strategies.
Type of questions: -
The questionnaire was prepared for the retailers and both type of
questions close-ended and open-ended were used, while some questions for
observation were prepared.
The data was collected through the observation, which include the question like
Advertising material, cooling machines and its purity maintained or not etc.
Sampling Plan: -
Various steps involved in the sample planning are as under: -
Sample unit: -
The research process commend with the visits to different outlets (kiryana stores,
General and Provision Stores, Departmental stores, Panwallas, Hotels, Restaurant,
Medical shops owners, STD booths etc,) those were involved selling in soft drink.
In the research process. I had to meet retailers to know various aspects related to
the merchandising and sales promotion efforts of the company & the interviewers
were inquired about their personal profiles, which consist of the company of
demographic, psycho graphic variables and their life styles.
Sample Design consists of cluster random sampling.
Sample size: -Questionnaire Particularly Prepared for the Retailers.
Sample size for the Share mapping of Pepsi in Karnal City it was 190 and In
Gharoanda it was 50.
For Distribution in karnal sample was 30.
Method of collection: -
Establishing the frame for the Population
Defining Population
Determining the frame for the population
Choosing the method for selecting the sample unit, probability /non-probability.
Writing the instruction for identifying and selecting actual members of the sample.
Field procedure for gathering primary data included observation and
interview schedule in which the questionnaire were filed by the interviewer, while
the observation was done on the basis of survey and observing the various
situation at retailers.
Chapter-3
Conceptual Discussion
Market Share Sales figures do not necessarily indicate how a firm is performing relative to its
competitors. Rather, changes in sales simply may reflect changes in the market
size or changes in economic condition.
The proportion of the market that the firm is able to capture can measure the
firm’s performance relative to competitors. This proportion is referred to as the
firm’s market share and is calculated as follows:
Market share =firm sales/total market sales
Sales may be determined on the sales basis (sales price multiplied by volume) or
on a unit basis (number of units shipped or number of customers served).
While the firm’s own sales figure are readily available, total market sales are more
difficult to determine.
Reasons to increase market share
Market share often is associated with profitability and thus many firm seek to
increase their sales relative to competitors. Here are some specific reasons that a
firm may seek to increase its market share.
Economics of scales –higher volumes can be instrumental in developing a
cost advantage.
Sales growth in a stagnant industry-when the industry is not growing;
the firm can grow its sales by increasing its market share.
Reputation-market leaders have clout that they can use to their advantage.
Increased bargaining power-a large player has an advantage in
negotiation with suppliers and channel members.
From these drivers changing the variables of the marketing mix can increase
market share.
Product-the product attributes can be changed to provide more value to
the customers, for example, by improving product quality.
Price –price is another factor that may effect on the market share if it
maintained in well manner.
Distribution-add new distribution channels or increases the intensity of
distribution in each channel.
Promotion-increasing advertising expenditure can increase market share,
unless competitors respond with similar increases.
The Marketing Mix
Tar
Distribution channel function
Distribution Channel: -A set of interdependent organization involved in the process of making a product or services available for use or consumption by the consumer or business user.
The distribution channel moves goods and services from producers to consumers. It overcomes the major time, place, and possession gaps that separate goods and services from those who would use them. Members of the marketing channel perform much key function. Some help to complete transaction:
Information: gathering and distributing marketing research and intelligence information about actors and forces in the marketing environment needed for planning and aiding exchange.
Promotion: developing and spreading persuasive communication about an offer
Contact: finding and communicating with prospective buyers. Matching: shaping and fitting the offer to the buyer’s needs, including
activities such as manufacturing, grading, assembling and packaging. Negotiation: reaching an agreement on price and other terms of the offer so
that ownership of the possession can be transferred.
Other helps to fulfill the completed transaction:
Product
Price
Place
Promotion
Target market
Physical distribution: Transporting and storing goods Financing: Acquiring and using funds to cover the cost of the channel work Risk Taking: Assuming the risks of carrying of the channel work
Data Analysis
1.Type of outlet.
Interpretation: -Above stated graph shows the Type of the Outlets that we had surveyed.
2.Size of outlet.
Interpretation: -Above Stated graph shows the size of the outlets.
3.Monopoly of the outlets.
Interpretation: -it describe about the monopoly of the outlets. As we can easily recognize coke has more monopoly stamina.
4.Company wise Performance of every player in cold & warm stock.
Interpretation: - Above graph show the performance of Pepsi, Coke, frooti and others.
5. Pepsi’s Cold & Warm Stock brands wise.
Interpretation: -Above stated graph shows the performance of Pepsi’s all Brands in market.
6. Sale In week company Wise.
Interpretation: -Above one shows the Sale of Each Company in a week. Coke has Good Share in sale.
7.Sale of Every Brand independently in a week.
Interpretation: -Above Graph describes the Sale of Each Brand of Pepsi and coke independently. As we can easily recognize Lima is highest selling brand in week and 2nd Position taken by Pepsi (cola) itself.
8.Coke Company’s Cold & Warm Stock Brand wise.
Interpretation: -Above Shown graph tells about the Performance of coke’s Performance Brand wise.
9.Entire Market Pack wise.
Interpretation: -Above stated Graph Describe the Performance of Packs in the market. As we can find 300 ml in highest selling pack and then followed by 200 ml, 500 ml & 2 ltr, 250 ml.
10.Performnace of All Brands In the Market.
Interpretation: - Above stated graph Depict the Performance of all brands independently. Whether it is Pepsi, Mirinda Orange, Mazza, Slice, Fanta Or Limca and sprite.
11.200 ml Performance Product wise in cold & warm stock.
Interpretation: -Above graph describe the 200 ml Pack’s Performance Product wise.
12. 300 ml Performance Product wise in cold & warm stock.
Interpretation: -Above stated graph shows the market of 300 ml pack.
13. 2 ltr Performance Product wise.
Interpretation: -Above graph shows the performance of 2 ltr in the market.
Distributor Wise
Lucky’s Area: -Cold & Warm Stock.
14. Cold & Warm Stock Company wise in lucky’s area.
Interpretation: -Above Graph shows the Performance of Pepsi, Coke and Frooti, Local Companies.
15.Cold & Warm Stock of all Brands independently in Lucky’s Area.
Interpretation: -Above graph describe the Performance of every Product in the market.
16.Sale in week Brand wise.
Interpretation: -Above one graph describe about the Performance of each brand in lucky’s area. As easily can be find out the Performance of Limca is on No.-1 and Pepsi is on No.-2.
17.Sale in Week Company wise in Lucky’s area.
Interpretation: -Above states graph shows the sale of Company Like Pepsi, Coke and Frooti, Local.Coke has good share in lucky’s area.
Arya’s Area
18. Cold & Warm Stock of all Brands independently in Arya’s Area.
Interpretation: -Above stated graph shows the Performance of each brand in the arya’s area.
19. Overall % of all companies in Arya’s area.
Interpretation: -Above graph describe the company’s performance alone in arya’s area.
20.Company Wise Performance in Arya’s Area.
Interpretation: -Above one shows the Performance of the Companies in the Arya’s area.
21.Company wise sale in week in arya’s area.
Interpretation: -Above one graph shows the Performance of every brand in Arya’s area.
Sehgal’s area
22. Cold & Warm stock of all Brands independently in Sehgal ‘s Area.
Interpretation: -Above states graph shows the Performance of the every brand in Sehgal’s Area.
23. Cold& warm stock company wise in sehgal’s area.
Interpretation: -Above stated graph shows the Company wise Performance in Sehgal’s Area.
24. Sale in week Company wise in sehgal’s area.
Interpretation: -Above stated graph depict the sale in sehgal’s area company wise.
25.Brand wise sale in sehgal’s area.
Interpretation: -Above One Graph state Performance or every Brand in sehgal’s area.
26.Ist Highest selling Brands of the Retailer.
Interpretation: -Above graph denotes the Customer ‘Preferences of brands. This is the highest selling brand of the retailer. Every retailer has different type of consumers and according to their preferences they consume soft drinks .as clearly stated by above Limca is the highest selling brand of most of the retailers.
27.2nd highest selling brands of the retailer.
Interpretation: - Above graph show the 2nd favorite brand of the customers.
28.Third highest selling brands of the retailer.
Interpretation: -With the help of above graph we can understand the 3rd highest selling brands of the retailer.
29.fourth highest selling brand of the retailer.
Interpretation: -With the above graph we can know about the 4th highest selling brands of the retailers.
30.What impact in your shop.
Interpretation: - Above one state that what impact most on retailer mind. Whether it is Demand, Schemes, Discount or any other thing.
31. Chilling equipment by Pepsi and Coke. (In numbers)
Interpretation:-Above graph tells about the chilling equipment that Pepsi and coke has allotted to retailers and more about the number of refrigerator that is own by retailer itself.
32.Flex sheet by companies.
Interpretation: -Above one speaks about the flex sheet that is given by the companies in the market.
33.Light board by the companies.
Interpretation: -Above one shows the Light board given by the company to its customers. As we can find that more light board given by the coke.
34.Tin Board by companies.
Interpretation:-Above one state that How many tin board are given by Pepsi and Coke to its consumers.
35. Painting provided by companies.
Interpretation: - Painting given by the Pepsi, coke and other local players to their customer.
36.Highest selling Pack.
Inter.: -Above one state the highest selling brand in the market.
37. Brand, which is, not sells by retailers.
Inter:-It tells about the brands, which are not sold by the retailers.
38.Water available in the market.
Inter:-In above bisleri is the highest selling brand in the market.
39.No.of cases available to retailers.
Interpretation: -Above one graph describe about the number of cases available at the retailer shop.
Share Mapping Of GhraondaCity
1. Cold & Warm stock Company wise.
Interpretation: -Above Stated Graph Tells about the Cold & Warm stock in the Ghroanda’s Market. Pepsi is No.-1 in this market.
2. Cold & Warm Stock Brand wise in Ghroanda’s Mkt.
Interpretation: -Above One Shows the Performance Of every Brand In Cold & Warm Stock.
3.Pack wise sale in Ghroanda market in a week.
Interpretation: -Above graph shows the Performance of Packs in week.
4.Sale in week Companies Wise in Ghar. Market.
Interpretation: -Above Graph Shows the Performance Company wise in Ghar. Market. Pepsi is Leader in sale in Ghar.Market.
5.Ist Highest selling brand in Ghroanda Market.
Interpretation: -Above Stated graph tells about the highest selling brand in the market.
6.Source of 500 ml Pet.
Interpretation: -With the help of above graph we can understand the source of pet.
7.Source of 2 ltr Pet.
Interpretation: -With the help of above graph we can understand the source of pet.
8.Water available in the market.
Interpretation: -With the help of above graph we can understand the water available in the market.
9.Chilling Equipment available in the market (in numbers).
Interpretation: -The above graph speaks about the chilling equipments available in the market.
Distribution in karnalAbout salesman
1.How frequently Sales man Visit?
Interpretation: -The above graph shows the Sales man ‘s Visit. It tells about how frequently a Route Agent Visit the Outlets.
2.Does he come in uniform?
Interpretation: -Above graph describe about Does Salesman go in uniform or not. But 47% Retailer Say he comes in uniform.
3.Does he Provide Bill?
Interpretation: - Only 3% Retailer say Salesman provide bills & 60 % say never provide bill.
4.Does he provide scheme?
Interpretation: -70 % Retailer say he provide scheme almost. Nobody said he provide scheme always.
4.Does he help you in display?
Interpretation: -just 10% retailers say salesman mostly helps in display. 50% said never helps.
5.Does he come with entire range?
Interpretation: -just 10% retailers say salesman does not come with entire range.34% said he always come with entire range.
6.which company’s salesman is good?
Interpretation: -Above graph state which company’s salesman is good.34% said Pepsi’s & 6 Coke’s.
7.Are you satisfied with the behavior of sales man?
Interpretation: -Above graph depict every one is satisfied with the service of salesman.
About Company Official (C.O)
1.How frequently company official visit you? (In %)
Interpretation: -Above one graph speaks about the visit of company official.
2. When you (retailer) met him last time?
Interpretation: -This graph Describe when C.O Met last time to retailers.
3.Do you know the name of Customer Executive and his Mobile No.?
Interpretation: -Just 13 % Retailers Know his name, Rest does not know. and only 7 % Retailers has his phone number.
4.how frequently coke’s CE visits you?
Interpretation: -57 %retailer said CE never visit us.6 % said once he met us.
5.Does the visit of C.O of Effects display?
Interpretation: -70% retailers said visit of C.O does not effects.
6. Does CO respond to yours problems?
Interpretation: - 34 % retailers said he never respond to our problem.3 % said he always respond to our problem promptly.
7.Are you satisfied with the services of company official?
Interpretation: - 50% retailers are not satisfied from the services of the CO. just 3 % retailers are satisfied with the services of the CO.
8.Are you satisfied with the behavior of the CO?
Interpretation: - 40% retailers are not satisfied with the behavior CO.
About Distributor
1.Name of Distributor?
Interpretation: -90 % retailers know the name of Distri.of Pepsi and 10 % don’t know. In case of coke 83 % know & 17 % don’t know.
2.Does distributor respond to your Problem?
Interpretation: -6% retailers said he never respond to our problem.7% said he always respond to our problem.
3.Do you (retailer) get supply on time?
Interpretation: -47% retailers said they get supply always at time.
4.Are you satisfied with the behavior of Distributor?
Interpretation: -87 % Retailers are satisfied from the behavior of distributor.13 % are not satisfied.
5.Suggestion for improvement?
Interpretation:-37 % retailers given suggestion for signage &37 % given suggestion For CO visit.
Observation During the survey(Its additional to project)
Factors Affecting The Sale
1. Availability
2. Quality
3. Schemes & Packages For Retailers And Customers
4. Mind setup of Retailers
5. Visit of Salespersons
6. Seasonality
7. Packaging
8. Replacement
9. Advertisement
FINDINGS
1. During Survey it was found that M.Orange and M.Dew has insect problem.
2.Visi is being a major problem for retailers it must be taken in to consideration.
3.Advertising material was not properly allotted to retailers, even some of the retailers had 2-3 tin or light board but on the other side some of the retailers didn’t have single one.
4.Even Company official had made false promises that are not good, Even you can satisfy retailer with fake promises for short term but it is not good for long term.
5.Purity of Visi was a major problem and visi should be provided to potential customer.
6.Source of Pet (for both 500 ml & 2 ltr) was other state.
7.Rates of Authorized dealer were not matching with the rates of the small unauthorized, because of this unauthorized dealers were able to available the goods at cheaper rates.
8.There was not more concentration on selling aquafina in market; Bisleri has a strong presence in market.
9.Enough Gas was not available in the bottles of Pepsi.
10.Proper emphasis is not given to rural area.
“If going seems easy, it means you are going downhill”
To sustain the market share
1.Beverage companies provide refrigeration facility (Visi) to the retailers. The retailers complain that whenever their visis have any technical problem, then it takes long time until the company services the visi. This has an adverse impact on the sale of products therefore, adequate arrangements should be made to ensure that the visis are serviced in the shortest possible time and thereby reducing inconvenience caused to retailers.
2.Provide supply at time. Because Market has a Rule first come first serve. Retailers cannot wait for supply. Therefore service must be quick.
3.More schemes, gifts as these are the catalyst of market should be made available at right time. Schemes must be proper so that customer can be attracted.
4.Company should provide more Ads Material in the Form of Glow Sign Board with shop names, Banners, Wall Painting & Hoarding.
5.Customer executive should not make false promises with retailers.
6.Customer executive should visit outlets time to time.
7.Customer executives should encourage the Route agent, so that he can work with self-motivation.
8.Customer Executive not only focuse on the distributor but also on the retailers.
9.Company should provide Freeze (Visis) at Maximum outlets, so that chilled Soft Drinks Can Be Available For Customers.
10.Repairing of Visi must be Time to Time.
11.Blasted bottles & Leakage bottles should be replaced at time.12.Retailer’s feedback must be timely and regularly.
13.Whenever companies organize any event then retailers should be given events passes so that they also feel part of the organization and feel motivated.
sugestion
1. 60-70% population of India still living in rural area. There is very much potential in that area. But it is still untapped. So Pepsi should focus on that one also.
2. Advertisement material should be given in rural area, for the awareness.
3. Selling is an art, so Route Agent must be taught How to sell, how to talk and how to convince the retailers.
4. A healthy Relationship should be developed by Company with retailers, as to increase the sales volume and also to develop some sorts of trust with company, which help retailers to start recommending the brand; it will certainly boost the sell and would be good for long run.
5. Quality of the product is very much important in today’s competitive scenario. Customer cannot compromise with the quality. So Quality Control Management should be very proactive.
6. Pepsi should conduct more marketing event like road shows and should go for colleges and schools. It will be really helpful to increase the sale.
7. Limca is major Threat for Pepsi, so Pepsi must give boost up Mirinda Lemon in the market so that more customer can be fetched to the product with more schemes and attractive gifts and Retailers also must be enforced to buy the product it is possible when they are given attractive gifts and incentive.
8. Product innovation is key to success so companies keep on doing this.
Appendix-AQuestionnaire for Retailers
Name of outlet : _____________________________
Address : _____________________________
__________________________
Contact No. : _____________________________
Name of person contacted : _____________________________
Area : _____________________________
Location : _____________________________
Cluster or single : _____________________________
Discounted or non discounted : _____________________________
Kind of customer catered : _____________________________
Type of outlet : (a) Restaurant (b) Grocery (c) Convenience
Size of outlet : (a) Small (b) Medium (c) Big
Monopoly : (a) Coke (b) Pepsi (c) Mixed
1. Do you sell beverages?
(a) Yes (b) No
2. What kinds of beverages do you sell?
(a) Soft drinks (b) Fruit juice
(c) Tea / Coffee (d) Lassi
(e) Any other _____________
3. Which brands of Soft drinks do you sell?
(a) Pepsi (b) Coke (c) M.Orange
(d) Mirinda Lemon (e) Fanta (f) 7 UP
(g) Sprite (h) Maaza (i) Slice
(j) Mountain Dew (k) Frooti (l) Limca
(m) Thums UP (n) Any other local brands ______________
4. No. of bottles in cold and warm stock.
Quantity
Brands
200 ml. 250 ml. 300 ml. 500 ml. 2 ltr.
Cold Warm Cold Warm Cold Warm Cold Warm Cold Warm
Pepsi
Coke
Mirinda Orange
Mirinda Lemon
Fanta
Mountain Dew
Sprite
Maaza
Slice
7 Up
Frooti
Limca
Thums Up
Other local
5. No. of cases sold during a week.
Quantity
Brands
200 ml. 250 ml 300 ml. 500 ml. 2 ltr.
Pepsi
Coke
Mirinda Orange
Mirinda Lemon
Fanta
Mountain Dew
Sprite
Maaza
Slice
7 Up
Frooti
Limca
Thums Up
Other local
6. Different type of water bottle available at outlet.
Aquafina Kinley Bisleri Others
7. Average sale of brands in this month or previous month.
(a) Pepsi _________ (b) Coke _________ (c) Local _________
8. From where do you purchase Soft drinks?
(a) Pepsi ___________________________
(b) Coke ___________________________
(c) Local ___________________________
9. Which brands have highest selling?
1. ___________________________
2. ___________________________
3. ___________________________
4. ___________________________
5. ___________________________
10. Which brands have highest demand?
1. ___________________________
2. ___________________________
3. ___________________________
4. ___________________________
5. ___________________________
11. Which pack is in highest selling?
1. ___________________________
2. ___________________________
12. Which brand and pack you don’t buy or sell at all?
1. ___________________________
2. ___________________________
3. ___________________________
13. What is the percentage of on premises consumption?
___________________________
14. What is you total annual sale? [Pepsi and Coke and Local Mix (assumption)]
___________________________
15. Is there any difference in consumption pattern comparatively to last year?
______________________________________________________________
(a) PET is selling more (Y/N) (b) Less glass sale (Y/N)
(c) Juice selling more (Y/N)
16. What impacts Soft drinks share in your outlet?
(a) Scheme from company (b) Discount from company
(c) Demand of customer (d) any other _____________
17. How many empties do you have?
___________________________
18. With whom these empties are deposited? [Please write No.]
Pepsi Coke Own
19. What chilling equipment do you have? [Please tick ()]
Coke Pepsi Own
Ice Box
OYC
Visi
Refrigerator
20. Which signage do you have?
Pepsi Coke Other
Flex
Light board
Tin board
Painting
Rack
Table and chair
21. Reason for not buying a particular brand or company?
(a) Need discount (b) No Supply
(c) Need Visi (d) Any other ______________
22. Which cold drink do you drink / favorite and why? _________________________
23.From where you buy the Pet. (or source of Pet.)
(a) 500ml _____________________
(b) 2ltr _____________________
Appendix-BQuestionnaire for Retailers
Name of outlet : _____________________________
Address : _____________________________
__________________________
Contact No. : _____________________________
Name of person contacted : _____________________________
Area : _____________________________
Location : _____________________________
Cluster or single : _____________________________
Discounted or non discounted : _____________________________
Kind of customer catered : _____________________________
Type of outlet : (a) Restaurant (b) Grocery (c) Convenience
Size of outlet : (a) Small (b) Medium (c) Big
Monopoly : (a) Coke (b) Pepsi (c) Mixed
1. Do you sell beverages?
(a) Yes (b) No
2. Which kinds of beverages do you sell?
(a) Soft drinks (b) Fruit juice (c) Tea / Coffee
(d) Lassi (e) Any other _____________
3. Which brands of Soft drinks do you sell?
(a) Pepsi (b) Coke (c) M.Orange
(d) Mirinda Lemon (e) Fanta (f) 7 UP
(g) Sprite (h) Maaza (i) Slice
(j) Mountain Dew (k) Frooti (l) Limca
(m) Thums UP (n) any other local brands ______________
4. Which brands are available at the shop?
(a) Pepsi (b) Coke (c) M.Orange
(d) Mirinda Lemon (e) Fanta (f) 7 UP
(g) Sprite (h) Maaza (i) Slice
(j) Mountain Dew (k) Frooti (l) Limca
(m) Thums UP (n) any other local brands ______________
Sales person or Route Agent:
5. How many times a week salesperson contact you?
(a) Pepsi _____ (b) Coke ______ (c) Local ______
Rank the following on the scale of 1 to 5. Where 1 stands for lowest and 5 stands for highest.
6. Does he come in proper uniform? 1 2 3 4 5
7. Does uniform impact you? 1 2 3 4 5
8. Does he provide bill at the time of purchase? 1 2 3 4 5
9. Does he greet you? 1 2 3 4 5
10. Does he provide scheme to you? 1 2 3 4 5
11. Does he help you in display? 1 2 3 4 5
12. Do you want him to do it? 1 2 3 4 5
13. Does he come with entire range of models? 1 2 3 4 5
14.Do you know you salesman by his name?
(a) Yes (b) No
If yes, Name please ___________________
15. Does he know you by name?
(a) Yes (b) No
16. Which company’s sales persons are well behaved with you?
_______________________________________
17. Are you satisfied with the behavior of salesperson?
(a) Yes (b) No
Company official:
18. How many times company official visits you?
(a) Pepsi _____ (b) Coke ______ (c) Local ______
19. When you met him last time? _________________
20. Do you know name of customer executive of your area?
(a) Yes (b) No
If yes, Name please ___________________
21. Do you know contact number of customer executive of your area?
(a) Yes (b) No
If yes, Number please ___________________
22. Does he know you by name?
(a) Yes (b) No
23. Does the visit of company official effects the display of product?
(a) Yes, How _______________________________
(b) No, How ________________________________
Rank the following on the scale of 1 to 5. Where 1 stands for lowest and 5 stands for highest.
24. Does he respond to your problems promptly?
1 2 3 4 5
25. Do they listen your problem?
1 2 3 4 5
26. Do they solve your problem?
1 2 3 4 5
27. Do they provide information announced by the co.?
1 2 3 4 5
28. Are you satisfied with the services of C.O. of Pepsi?
1 2 3 4 5
29. Are you satisfied with the services of C.O. of Coke?
1 2 3 4 5
30. Does he come in proper uniform?
1 2 3 4 5
31. Are you satisfied with the behavior of company official?
(a) Yes (b) No
Distributor:
32. Name of distributor?
(a) Pepsi ___________________________
(b) Coke ___________________________
(c)Local __________________________
33. Does the distributor know you by name?
(a) Yes (b) No
Rank the following on the scale of 1 to 5. Where 1 stands for lowest and 5 stands for highest.
34. Does he respond to your problems promptly?
35. Are you satisfied with the services of distributor?
36. Do you receive supply on time?
37. Fulfillment of orders according to your specifications?
38. Are you satisfied with the behavior of Distributor?
(a) Yes (b) No
39. Do you need credit?
(a) Yes (b) No
40. Is any other company is providing credit to you?
(a) Yes (b) No
If yes, Company name _______________________
41. Do you have regular stock out of any brand?
(a) Yes (b) No
If yes, brand name ___________________________
42. Are you satisfied with the distribution system of the company?
(a) Pepsi Yes No
(b) Coke Yes No
If not, why ________________________________________________
43. What are the good points of distribution of Pepsi and Coke?
Pepsi Coke Other
1.
2.
3.
4.
44. Do you recommend any suggestions to improve the distribution?
_____________________________________________________
45. Suggestion for improvement.
(1) Proper Billing (2) Easy availability of stock
(3) Provide signage (4) Provide Chiller
(5) Cooperation from distributor (6) Information / Awareness
(7) More company official visit (8)Improved salesman behavior
Bibliography
Principles of Marketing (Philip Kotler)
www.Pepsi.com
www.Pepsico.com
www.Pepsiworld.com
www.google.com
