Download doc - Compare Coke and Pepsi

SUMMER INTERNSHIP RESEARCH PROJECT

On the topic

“Comparison of marketing strategy a cock&pepsi inAgra.”

SUBMITTED TO

GLA UNIVERSITY, MATHURA

Towards Partial Fulfillment of Requirement for

Masters in Business Administration Degree

PROJECT GUIDE: SUBMITTED BY:

Pravendra Singh Vedprakash Yadav“Sale executive” MBA 2ND YearOf sales&marketing service Roll No.1006370109Pvt.Ltd. Coca-Cola Agra GLA University Mathura

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ACKNOWLEDGEMENT

It is my pleasure to be indebted to various people, most of which were experts in

their respective fields, who influenced my thinking, behavior, and acts during the

course of study.

I am greatly thankful to Mr.A.K.Verma Training and Placemsent GLAIBM

Mathura for giving me a platform to have this wonderful opportunity and being

able to get glimpses of corporate world.

As a fresher for the corporate, I was not having any idea about corporate culture.

But I would like to give special thanks to my project guide Mr . Darshan Saxena

(training manager) of sales&marketing services Pvt.Ltd. Coca-cola Agra and

also great support by pravendra singh (sales executive) who on behalf of his

opulent experience, told me about the basic of corporate and guided me which

helped me to complete the project efficiently and showed me the right path to

reach the final destination with minimum hiccups and was always there with a

helping hand in times of need throughout my project.

I am thankful to him for his support, cooperation, and motivation provided to me

during the completion of project.

Last but not the least; I would like to thank Top Management and all the

respondents for giving their precious time, relevant information and experience.

Lastly, I would like to be thankful my father for their moral and financial support

and my friend with whom I shared my day-to-day experience and received lots of

suggestions that improved my work quality.

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DECLARATION

I,I, Vedprakash Yadav aa student of MBA II Year in GLA University

Mathura hereby declare that all the information; facts and figures furnished in this

report are based on my own findings and experience. This information has been

used for purely academic purpose.

I hereby declare the work was done by me and suitable information has been

downloaded from websites and other related resources of the company.

The project report is the result of my own hard work and self belief.

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ABSTRACT

Soft drinks are playing the vital role in the market and the companies are also getting

the good profits on these products. The soft drinks industry has originated in 1772. Now these

drinks spread all over the world and the millions of bottles is consumed every day. Now this

business is a global one and the companies are facing high competition in this business and they

are changing their strategies according to the situations.

Pearl Beverages Pvt. Ltd. Takes a great care to maintain quality control of 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

hygienic condition. The chemical analysis is also flavours, gas contain and sugar percentage. The

appearance, smell and taste of the production are suspended and the correcting measures are

taken also as to sent right the bottling process.

The main objective of the study is to find out the strength and weakness of the Pepsi in

Agra zone when compared to the Coca-cola, that is mainly in the three places in Agra,

Firozabad And Hathras . Consulting almost all the outlets in these three areas, which are selling

the soft drinks with a structured questionnaire, has done the study. The data has been collected

and analyzed and interpreted by the help of the graphical representation technique.

The analysis revels the various strengths and weaknesses of Pepsi in these areas along

with the position of competitors. The most of the consumers preferred soft drinks because of

better taste and to quench out their thrust. But now days, due to the changing food habits

consumers have started adding the soft drinks in their food habits. The total sales of the soft

drinks the Pepsi’s share is more but when compared with the Cock the number of outlets are less

than Cock.

Finally it can be concluded that the industry needs lot of channel management activities

to do along with various promotional strategies for the customers. I wish the company got its

objectives achieved

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CONTENTS

Chapter No Title

1. INTRODUCTION & DESIGN OF THE STUDY

1.1 About the Marketing topic

1.2 Need of the Study

1.3 Hypothesis

1.4 Objective of the Study

1.5 Research Methodology

1.6 Limitations of the Study

1.7 Chapter Plan of the Study

2. ORGANIZATION PROFILE

2.1 Genesis and Growth

2.2 Organization Structure

2.3 Production Function

2.4 HR Function

2.5 Finance Function

2.6 Marketing Function

2.7 Future Plans

3. THEORITICAL FRAMEWORK

3.1 Introduction

3.2 Topic Coverage

3.3 How it relates to Marketing Management

3.4 Measuring Performance

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4. DATA ANALYSIS & INTERPRETATION

5. SUMMARY & SUGGESTIONS

5.1 Summary

5.2 Major findings

5.3 Suggestions

5.4 Implications for Owners / Managers

5.5 conclusions

5.6 Scope for the Future research

6. BIBLIOGRAPHY & QUESTIONNAIRE

6.1 Bibliography

6.2 Questionnaire

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CHAPTER-1

Introduction & Design of the Study

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1.1 INTRODUCTION

In this chapter various accepts of study are going to be discussed. To which area of

management that study belongs to and various concepts that are related the area of study. The

present outcomes under marketing and deals in the specific with the distribution network and its

management.

PEPSI COLA was in India from 1956-61 and left the country, as its products were

not acceptable by the Indian customers. But recently in 1990 it re-entered the Indian market,

where by PEPSI FOODS LIMITED was entered into a joint venture with PEPSI

INTERNATIONAL, TATA and VOLTAS.

PEPSI Bottlers and Producers of soft drinks buy concentrate and sell at fixed price

and add a margin rationally for its products.

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1.2 NEED OF THE STUDY

In modern days, market plays a vital role in rapidly changing industrial scenario. The

marketing decline is under going reappraisal in the light of vast goals, technological, economic

and social changes being faced by the today companies. The order to known the changes in the

field of marketing it are necessary to conduct market survey.

Study is conducted considering the following accepts:

Firstly, visage is a representative of soft drink market which is highly promoting with a

lot of potential which is at to be tapped.

Secondly the behavior of the retailer is very much influenced by the additional benefits

he is getting for selling the products having.

Thirdly to understand the market condition of the soft drinks in the present scenario and

the competition level in the market.

Considered the key role of the retailer in present day market as an attempt was made to

study the impact of company’s schemes of offering coolers to the retailers.

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1.3 SCOPE OF THE STUDY

There is lot of scope for the further study in the project. Further study can be done in the

following ways.

We can make a study on Pepsi and Cock companies’ efficiency in their promotion

activities.

The same study can be conducted in other areas under bottling unit to generalize the

finding for entire area under it.

There is chance to know whether the Pepsi and Cock are doing the right thing

regarding the sales promotion, product quality, discounts and advertising.

A study on impact of visit coolers sales of Pepsi also be taken up.

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1.4 OBJECTIVE OF THE STUDY

In view of intensifying competition in soft drink market, it is imperative that a brand

keeps a constant, which on them market and response properly and promptly to the dynamics of

the market. It is in view of this fact has the present study has been taken up for “PEPSI”.

To know and compare the merchandising of Pepsi and Cock 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.

To know the problems of retailers and to offer the suggestion for improving in

sales.

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1.5 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. The limitations 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 everyday. 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

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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

Srikakulam

Narasannapeta

Amadalavalasa

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

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:

After gathering the data from the Primary and secondary sources the data was

analyzed ,tabulated and interpretations were written down with the help of graphs and charts ,

with the help of Microsoft Excel and Microsoft Word.

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1.6 LIMITATIONS OF THE STUDY

The present study is subject to the following 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 be existing as the dealer of varied nature elicits the information

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Chapter-2

Company overview

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2.1 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.

2.2 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 1990’s 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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SEGMENTATION:

The soft drink market can be segmented on the basis of place of consumption and on the

basis of type of products.

The segmentation on the basis of place of consumption divides the market into three

parts:

1. on-permise-80% of the consumption of soft drinks is on premise i.e. restaurants, railway

stations, cinemas etc,

2. At-home the rest 20% of the market compromise of the soft drink purchased for

consumption at home.

The market can also be segmented on the basis of types of products into Cola products and non-

cola products.

1. cola products account nearly 62% of the total soft drinks market. The brands that fall in

this category are Pepsi, cola, Thumps Up, Diet Pepsi etc.

2. non-cola segment, which constitutes 36%, cam be divide into 4 categories based on the

type of flavour available, namely

Orange

Cloudy lime

Clear lime

Mango

I. Orange flavour based soft drinks constitutes around 17% of the market.

The segment is largely dominated by national brands like Fanta of Coca-

cola Co. and Mirinda Orange of Pepsi Co. rest of the market is in hands of

smaller brands like Crush (earlier Cadbury Schweppes and now of Coca

Cola), Gold Spot etc.

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II. Cloudy Lime flavour constitutes 14% of the market and is largely

dominated by Limca of Coca Cola and Miranda Lemon of Pepsi Co.

III. Clear Lime this segment of the market witnessed good growth initially

with all; the players launching their brands in the segment. But now the

growth in the segment has slowed down. The brands available in this

segment are 7 Up , Mountain dew of Pepsi, Sprite of Coca-Cola and

Canada Dry( earlier of Cadbury Schweppes and now of Coca Cola). The

segment constitutes 3% of the total soft drinks market.

IV. Mango flavour segment constitutes 2% of the total soft drinks market and

it directly competes with mango based fruit drinks like Fruity. The leading

brands in this segment are: Maaza of Coca Cola and Slice of Pepsi.

There is very thin line of difference between the clear and cloudy lime. The most obvious

feature is that clear lime has to be bottled in green bottles as sunlight harms the drink and

changes the taste.

There are some small local brands at city or regional levels. Most of these are either

merging with two big players (Coca Cola and Pepsi) or they command a very small –less than

3% of the total market in their respective areas.

Soft Drink Production Area:

The market preference is highly regional based, while Cola drinks have main market in

metro cities and northern states of U.P, Punjab, Haryana, etc... Orange flavoured drinks are

popular in southern states. Sodas too are sold largely in southern states besides the Bars. Western

markets have preference towards mango-flavoured drinks.

Growth Promotional Activities in Soft Drink Industry:

The government has adopted liberalized for the soft drinks trade to give the industry a

boost and promote the Indian brand internationally. Although the import and manufacture of

international brands like Pepsi and Cock is enhanced in India the local brands being stabilized by

advertisements, good quality and low cost.

Buying Behavior in Soft Drink Industry:

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Soft drinks come under the category of products on impulse. This attitude of impulse

buying is slowly changing to occasion-led buying and also to some extent consumption

through home refrigeration particularly in urban areas.

The market is slowly moving from non alcoholic carbonated drinks to fruit based drinks

and also to plain bottled water due to lower price and ready availability.

Consumers purchase soft drinks primarily quench thirst therefore people traveling and

not having access to hygienic water reach out for soft drink. This accounts for a large part

of the sales.

Brand awareness plays a crucial rule in purchase decisions.

Availability in the chilled from also plays a crucial role in purchase decisions. This has

made both the companies to push its sales and to increase its retail distribution by

offering Visi cooler to retailers.

Why there is no aversion to consumption of soft drinks buys any age group, the main

consumer of this market are people in the age group of 30 and below.

Product differentiation is very low, as all the products taste the same. But brand loyalty is

high in the case of kids and people in the age group of 20-30 years.

According to NCAER survey, lower, lower-middle, upper-middle class people do 91% of

the total consumption of soft drinks in the country.

Growth promotional activities in soft drink industry:

The government has adopted liberalization for the soft drink trade to give industry a boost and

promote the Indian Brand internationally. Although the import and manufacture of international

brands like Pepsi and Coke is enhanced in India .The local brands are being stabilized by

advertisements, good quality and low cost.

Buying Behavior of soft drink industry:

Soft drinks come under the category of products on impulse. This attitude of

impulse buying is slowly changing to occasion-led buying and also to some extent

consumption through home refrigeration particularly in urban areas.

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The market is slowly moving from alcoholic carbonated drinks to fruit based

drinks and also plain bottled water due to lower price and ready availability.

Consumers purchase soft drinks particularly to quench thirst and therefore on

travel not having access to hygienic water reaches out for soft drinks.

Brand awareness plays a vital role in purchase decisions.

Availability in the chilled form also plays a crucial role in purchase decisions.

This has made both the companies to push its sales and to increase its retail

distribution by offering Visi coolers to retailers

Why is there no aversion to consumption of soft drinks to any age group, the main

consumers of this market are people in the age group of 30 and below.

Product differentiation is very low, as all the products taste the same. But brand

loyalty is high in the case of kids and people in the age group of 20-30 years

According to NCAER survey, lower, lower-middle ands upper-middle class

people do 91% of the total consumption of soft drinks in the country.

Major Players in Soft drinks Industries

The two global majors Pepsi and Coca Cola dominate the soft drink market in India.

Coca Coal, which would up its operations during the introduction of the FERA regime, reentered

India 16 years later in 1993. Coca Cola acquired a major chunk of soft drink market by buying

out local brands Thumps up, Limca, Maaza and Gold spot from Pearl beverages, Coca Cola has

also acquired Cadbury Schweppes soft drink brands Crush, Canada Dry and Sport Cola in early

1999 and now recently in Oct.2008 .It acquires distribution rights of these brands from IFB Agro

Ltd . Pepsi stated a couple of years before Coca Cola manufactures came up with their own

market share figures and claimed to have increased their share.

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Shares Reports On Retailers In Soft Dink Industry:

A Survey was conducted to study the retailer’s view of the present market, future trend

and the consumer behavior patterns. The findings of the survey are as follows.

Retailers started that the consumers are loyal to the particular segment of the soft

drink i.e. Coca Cola, Orange or Lemon. But as for the loyalty for the brands in

each segment is concerned, it is not very significant.

43% of the retailers surveyed told that in the soft drink industry advertising is the

key component, it drives sales. While 32% stated promotional schemes and

20%brand loyalty as the reason.

As consumers are not very brand loyal where the purchase of the soft drink

purchase is concerned, the retailer purchase becomes a critical issue. They usually

sell the product in which they get maximum benefit. For this, the companies try to

offer them higher margins.

While distributors get the margin of Rs 8-9 per crate (1 crate is equal to 24 bottles) at 3-4% of

MRP, retailers are given margin of 10-12 % of MRP. The retailers are not happy with this, as the

cost of refrigeration very high for soft drinks to overcome this problem the companies are

offering Visi coolers schemes to their main retailers

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2.3 ORGANIZATION PROFILE

PEPSI COMPANY MISSION STATEMENT:

Pepsi Company’s over all missions is to increase the value of their share holder’s

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 the

highest standards of integrity.

HISTORY OF PEPSI AND COCA COLA 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 flavoured snacks

Ruffles brand potato chips & Rold Gold brand pretzels

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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 company’s

brand names are among the best known & most respected in the world .Some of the Pepsi

Company’s brand names are 100 years old. FRITO-LAY Company is the world’s largest

manufacturer and distributor of snack chip and Tropicana products Inc. is the world’s

largest marketer and producer of branded juices.

Pepsi Company’s success is the result of

Superior Products.

High Stands of Performances

Distinctive Competitive strategies.

High integrity of its work force

PEPSI-COLA COMPANY:

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

Pepsi Company’s 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 Company’s 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.

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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

industry’s first 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 employee’s health and fitness.

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

2001 Milestones

Pepsi-Cola Company launches Dole single-serve juices in vending

machines, coolers and other retail outlets throughout the United

States.

Pepsi-Cola's flagship brand will have new tagline, "The Joy of Pepsi."

Tropicana celebrates a company milestone - 300 billion fresh oranges

squeezed since the company began making country are first ever mass

distributed, not-from-concentrate juice in 1947.

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Tropicana introduces Smoothies. A natural juice-based product,

smoothies combine fruit juices and non-fat yogurt into a smooth, filling

drink that delivers nutrition, taste and convenience.

Pepsi-Cola launches the bold new Mountain Dew Code Red nationwide.

It is Mountain Dew's first line extension since the introduction of Diet

Mountain Dew in 1988.

May 2 -The Board of Directors of PepsiCo, Inc. elected Steven S

Reinemund chairman of the board and chief executive officer,

succeeding Roger Enrico who will become vice chairman. The board

also elected Indra K. Nooyi as a director and gave her the additional

title of president of PepsiCo in addition to CFO.

Frito-Lay introduces Lay's Bistro Gourmet potato chips.

Pepsi-Cola Company introduces a "Pepsi Twist." Regular and diet

versions of the crisp new cola with lemon are entering retail outlets in

selected U.S. markets.

SLAM, the orange brand Mirinda, is launched in Italy.

PepsiCo acquires Tasali Foods, Saudi Arabia's leading snack company.

On August 2, PepsiCo merges with The Quaker Oats Company, creating

a $25 billion food and Beverage Company focused on the rapidly

growing consumer demand for convenience.

Tropicana Pure Premium Low Acid orange juice makes official debut at

Tropicana 400.

Diet Sierra Mist is introduce

2002 Milestones

Gatorade introduces new Gatorade ICE in three flavors- Orange, Lime

and Strawberry.

Tropicana Pure Premium announces sponsorship of Disney's award-

winning show The Lion King.

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Tropicana® Pure Premium® introduces 14-oz. single-serve resealable

bottle you can take with you for the on-the-go- consumers.

Diet Pepsi has a new look.

"Mr. Green," a green-tinted carbonated soft drink with caffeine and

ginseng, is launched under SoBe's New Age beverage line in April.

The North American Coffee Partnership (NACP), a joint venture

between Starbucks Coffee Company and PepsiCo, Inc. introduces

Starbucks Doubleshot.

Quaker Oatmeal this year celebrates the 125th anniversary of the

nation's number-one-choice for a nutritious, hot breakfast cereal.

Gatorade turns 35. It was created in 1960s to help performance of

Florida Gators football team and now is the leading sport drink.

New line of Gatorade brand drinks, Xtremo, comes in three new flavors

- Mango, Tropical and Citrico.

PepsiCo and Kenneth Cooper, M.D., M.P.H., of Cooper Concepts Inc.

(CCI), a division of the renowned Cooper Aerobics Center in Dallas, TX

enter into an agreement to promote nutrition, fitness and wellness.

Dole Beverages enters chilled orange juice business as it launches five

new flavors and packages.

Aquafina debuts new line of great-tasting enhanced waters. Aquafina Essentials target

active, health-conscious adults in four lightly sweetened varieties including B-Power,

Calcium+, Daily C and Multi-V in 20-oz. bottles.

PepsiCo reorganizes to unite all North American beverage operations, including Pepsi-

Cola, Tropicana and Gatorade, into one new division -- PepsiCo Beverages and Foods

North America.

PepsiCo announces $5 billion share repurchase program.

Starbucks unveils white vanilla and coconut crème Frappuccino.

Tropicana has new ad campaign for Tropicana Pure Premium Healthy Kids - TV spots

designed to capture the essence of children's needs.

Galaxy Nutritional Foods launches Ultra Smoothies made with Tropicana juices.

PepsiCo publishes Health and Wellness Philosophy. (on pepsico.com)

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Frito-Lay announces it is eliminating trans fats from Doritos, Tostitos, and Cheetos.

Frito-Lay announces plans to introduce Lay's Reduced Fat chips and Cheetos Reduced

Fat snacks.

Quaker's Nutrition for Women team has developed a Food Guide Pyramid for Women as

well as an online nutritional assessment.

Brand Pepsi has a new look.

Beyonce Knowles has joined the Pepsi family and will collaborate with Pepsi two new

TV commercials, radio, and Internet ads.

PepsiCo introduces Marathon Kids, a program that encourages kids and their families to

be more physically active. The program debuts in Dallas, TX.

Tropicana introduces a new campaign with the tag line "So pure. So alive. Tropicana

Pure Premium."

2003 Milestones

Pepsi-Cola launches Sierra Mist nationally.

PepsiCo launches "Get Active/Stay Active" program.

Quaker Chewy introduces Quaker Chewy Wholesome Favorites and Quaker Chewy Trail

Mix.

Gatorade unveils In-Car Hydration System for NASCAR Drivers.

SoBe sponsors U.S. Open Snowboarding Championships.

Pepsi announces plans to launch Mt. Dew LiveWire, an orange drink, this summer.

Pepsi-Cola signs an exclusive four-year sponsorship deal with the Canadian Hockey

Association, making Pepsi the official soft drink.

Pepsi announces four-year sponsorship agreement with the UK Football Association.

Frito-Lay announces new line of snacks made with organic ingredients called "Natural

Snacks."

"Pepsi Stuff" Campaign kicks-off in Canada.

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Frito-Lay finds winner of "Would You Name Your Baby Horton" search celebrating the

"re-birth" of its Ruffles brand. The child will receive $50,000 college tuition fund from

Frito-Lay.

PepsiCo creates PepsiCo International, the business that will unite all international snack,

beverage and food units in an effort to drive faster growth and improved profitability

around the world.

PepsiCo releases a Spanish-language "Power of One" television commercial starring

Puerto Rican singer and actor, Ponce, and Velasquez, Mexican-American singer and

actress.

Pepsi–Cola trademark turns 100 years old.

Quaker rolls out new Oatmeal Breakfast Squares.

Pepsi Vanilla is launched in the United States.

Tropicana introduces Tropicana 100% Juice Blends.

2004 Milestones

PepsiCo Launches 'HealthRoads' Wellness Benefit for Associates and Their Families

PepsiCo's new "Smart Spot" program is featured as an example of the food industry's

focus on health and wellness in today's edition of USA Today.

Frito-Lay Launches Doritos and Cheetos Halloween Treat Multi-Sacks

Frito-Lay's 24-count Multi-Sack variety pack won the Institute of Packaging

Professional's (IoPP) Integrity Award, one of the industry's top awards, at this year's

AmeriStar Packaging Awards.

Frito-Lay Introduces Doritos Black Pepper Jack

Diet Sierra Mist Becomes Sierra Mist Free

Pepsi Bottling Group (PBG) – PepsiCo's biggest bottler bought Phil Gaudreault et Fils

Ltee, a Quebec-based Pepsi bottler.

SoBe Launches Sugar-Free No Fear

PepsiCo Launches 'Smart Spot' Symbol in Canada

Frito-Lay launches Doritos Edge and Tostitos Edge -- line extensions with 60% fewer

carbohydrates.

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Gatorade introduces Gatorade Endurance Hydration Formula-- a specialized sports drink

to meet the needs of endurance athletes.

Frito-Lay introduces Quaker Chewy Cookies & Milk granola bars and Quaker Fruit &

Oatmeal cereal bars.

Frito-Lay Canada eliminates trans fats from chips and launches a line of All Natural and

Organic products.

Pepsi-Cola to launch Pepsi Edge, the first full-flavored cola with 50% less sugar,

carbohydrates and calories than regular cola.

2005 Milestones

Frito-Lay introduces Doritos Black Pepper Jack

Diet Sierra Mist becomes Sierra Mist Free.

PepsiCo launches "Smart Spot" symbol in Canada

Tropicana Teams With Weight Watchers to Offer Tropicana Light 'n Healthy as Part of

'Points' Program

Pepsi Lime and Diet Pepsi Lime Launch

Tropicana Twister Soda Launched in April

The Fuddruckers restaurant chain signed a 7-year, 5.6 million gallon agreement with

Pepsi-Cola North America to serve Pepsi products.

Pepsi-Lipton Tea Partnership Announces New Lipton Original Iced Tea and New Lipton

Iced Tea; Reformulated Ready-to-Drink Teas Hit Store Shelves

Pepsi-Cola North America adds to its portfolio of Dole 100% juices – Ruby Red

Grapefruit – as well as a new line of 50% juice beverages called Dole Lights.

Pepsi-Cola North America announced it will add Splenda® brand sweetener to a newly

reformulated Pepsi ONE, creating a full-flavor cola taste with only one calorie.

Quaker snack bars re-launched with new branding, packaging and advertising

PepsiCo Celebrates 40th Anniversary

PepsiCo International announced the appointment of Pioneer Foods, a leading South

African food and beverage company, as its franchisee in the Republic of South Africa.

Tropicana has launched 'Tropicana Sensations', a new line of premium fruit juices in

Spain

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PepsiCo launches Quaker Milk Chillers

Gatorade Partners with NFL to Educate High School Football Coaches on Proper

Hydration During Practice

Quaker Introduces Weight Control Instant Oatmeal

Diet Pepsi Presents the NFL Rookie Challenge -- Winner Receives Super bowl Tickets

for Life

Tropicana Launches All Fruit Smoothies

Pepsi is chosen as the exclusive beverage provider for Soup Kitchen International, Inc.

and The Original Soup Man

PepsiCo Donates $2 Million to Pakistan Earthquake Victims

PepsiCo Launches New Samba Drink in Australia

Pepsi-Cola North America Launches MDX Energy Soda

Pepsi Partners with Harvey's, Swiss Chalet and Milestone's Restaurants

PepsiCo "Twistos" Croutons Launched in Russia

Gatorade Launches Propel Calcium - First Calcium-Enriched Fitness Water

Frito-Lay Launches Quaker Oats in India

Walkers to Launch New Beef Jerky Product in the U.K. under its Nobby's brand

PepsiCo Health & Wellness Launches Everyday Smart Moves Magazine

PepsiCo, Cindy Crawford and KaBOOM Build First Smart Spot Playground in

Washington, D.C.

Pepsi Latte Launches in Thailand

Tropicana Fruit Wise Campaign Launches

Mountain Dew Sponsored ESPN X Games Debut in the Middle East

PepsiCo Launches Pepsi Cappuccino in Romania

Quaker Launches Vanilla Yogurt Crunch Cereal

Britvic Launches Pepsi Max Cino

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2006 Milestones

Quaker Snacks Unveils Breakfast Cookies

Doritos unveils new packaging, including an updated logo

PepsiCo Launches Pepsi Limon in Peru

PepsiCo Completes Acquisition of Stacy's Pita Chip Company

Tropicana Now Offering OJ with Benecol

PepsiCo Foodservice Partners With Cracker Barrel to Serve Up Fritos-Branded Menu

Item

PepsiCo Foodservice Pours Two New Account Wins: Famous Dave's of America and

Roundtable Pizza

Pepsi Celebrates 20th Consecutive Super Bowl With New Diet Pepsi Campaign

North American Coffee Partnership Launches New Starbucks Beverages, Starbucks Iced

Coffee, Starbucks Iced Coffee Light as well as Strawberries and Creme Frappuccino and

Starbucks Doubleshot Light

PepsiCo India re-launches Mirinda

SoBe Launches New SoBe Life Water

Cheetos kicks off the biggest marketing campaign in its history with "Undercover

Chester," an integrated communications platform that asks consumers to help Chester

Cheetah recover the stolen recipe for Cheetos

In selected cities cross the United States, Pepsi distributes more than three million free

cans of newly reformulated Diet Mountain Dew, marking the largest single-day sampling

effort in company history

Frito-Lay announces the launch of a new line of snack chips called Lay's Sensations and

Tostitos Sensations

Frito-Lay launches Tostitos Multigrain; new snack brings flavor of four wholesome

grains to one of America's favorite tortilla chips

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Sam's Club teams with Aquafina to "Return the Warmth" to local communities through a

national large-scale recycling program. The 50 communities to collect the most Aquafina

bottles and deposit them at designated collection locations receive a $1,000 grant from

Sam's Club in addition to an assortment of fleece jackets made from recycled plastic

bottle material

Lay's Introduces Hot 'n Spicy KC Masterpiece BBQ Potato Chips

Grammy award winning artist Mariah Carey writes and records original ringtones for the

Pepsi Cool Tones & Motorola Phones promotion.

Rice-A-Roni introduces a new line of whole-grain side dishes

Pepsi Joins Bipartisan Alliance, Adopts New School Policy to Promote Healthier

Lifestyles for Elementary, Middle and High School Students

Frito-Lay cuts saturated fat in Lay's, Ruffles by more than 50% with move to NuSun™

Sunflower Oil

Pepsi unveils new Dole Sparklers and Sierra Mist Cranberry Splash

PepsiCo announces that it will be the official, exclusive food and beverage partner of the

highly anticipated Superman Returns film

Starbucks and PepsiCo sign a distribution agreement for Ethos Water

PepsiCo, the National Hockey League (NHL) and the National Hockey League Players'

Association (NHLPA ) sign an exclusive multi-year beverage and snack deal

PepsiCo, National Hockey League and National Hockey League Players Association sign

multi-year deal, giving PepsiCo exclusive rights in the beverage, sports beverage, bottled

water and snack categories. With this deal, Gatorade becomes the official sports drink of

NHL

PepsiCo Mexico celebrates the official launch of the 'Vive Saludable' program illustrating

their commitment to promote healthy lifestyles for consumers and employees and

together help reduce the risk of nutrition-related health problems, including obesity

Diet Pepsi launches Jazz, a new line of zero-calorie colas available in rich flavors like

Black Cherry French Vanilla and Strawberries & Cream

PepsiCo introduces Ben & Jerry's Milkshakes, a rich, creamy drinkable treat in three

classic flavors--Cherry Garcia, Chunky Monkey and Chocolate Fudge Brownie

Tropicana debuts Tropicana Pure--a new line of 100% premium juices

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PepsiCo is added to the Dow Jones Sustainability North America Index (DJSI)

Quaker Oats debuts its new Quaker Oatmeal Crunch, warm oatmeal with the crunchy

texture of cold cereal

Indra Nooyi named Chief Executive Officer of PepsiCo as of October 1, 2006

Frito-Lay debuts action cups

Frito-Lay kicks of its nationwide rollout of Lay's with 100% Pure Sunflower Oil

Pepsi acquires IZZE beverage company

Arby's names Pepsi-Cola as its Food and Beverage Supplier Award winner

Golden Corral restaurants and Pepsi announce a multi-year agreement making Pepsi the

chain's preferred beverage supplier in all locations

Grandma's Cookies releases 2 limited-edition 'fall favorites' flavors—Spiced Molasses

and Fall Fudge Chip

Cold Stone Creamery announces a multi-year agreement making Pepsi its exclusive

beverage supplier

Frito-Lay North America signed agreement with the Alliance for a Healthier Generation

for a new policy for selling our foods in schools

Frito-Lay launches new Baked!Tostitos Scoops! Tortilla chips, with lower calorie and

lower fat benefits

Pepsi signs 5-year sponsorship renewal with Major League Baseball Properties making

Pepsi the "Official Soft Drink of Major League Baseball"

PBSG Parkwood and Frito-Lay headquarters associates raise more than $1.8 million

dollars in the American Heart Association Walk

PepsiCo announced intent to acquire Naked Juice Company

Federal Trade Commission clears PepsiCo for Naked Juice Co. purchase

PepsiCo announces it will acquire New Zealand snack company Bluebird Foods

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2007 Milestones

PepsiCo signs Maria Sharapova for International endorsement of Gatorade and Tropicana

Tropicana launches Tropicana Healthy Heart with Omega-3s, the first national orange

juice to include omega-3s

Ruffles unveils new packaging to reflect its switch to 100% pure sunflower oil

PepsiCo announces new Diversity & Inclusion Leadership Award inspired by Steve

Reinemund

Mountain Dew and AMP Energy sponsor the Winter X Games

Aquafina launches Aquafina Alive—a low calorie, vitamin-enhanced water beverage

Quaker Oats debuts new Quaker Life Chocolate Oat Crunch Cereal

Flat Earth Fruit and Vegetable Crisps hit stores nationally

Fritos Corn Chips celebrates 75th Anniversary with retro packaging

Near East celebrates its 45th Anniversary with a recipe contest

Tropicana launches Tropicana Fruit Squeeze, a 20-calorie drink with real Tropicana fruit

juice

Lay's launches 'Share the Joy' program to help the Make a Wish Foundation raise funds

Pepsi-Cola North America launches Diet Pepsi MAX

Oh Boy! Oberto brand debuts 100-calorie Jerky Bites in Original Beef and Teriyaki

Turkey flavors

IZZE Launches IZZE Esque, a low-calorie, nothing artificial beverage in three flavors:

Sparkling Mandarin, Sparkling Black Raspberry and Sparkling Limon.

Propel unveils new 'Fit Has a Feeling' campaign and New Powder Packets for On-The-

Go

New Quaker Mini Delights launches offering great taste and portion control in a

satisfying serving of mini snack cakes

Diet Pepsi Jazz introduces new Caramel Cream flavor

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Grandma's Cookies offering limited-edition flavors for spring: Iced Lemon and Sugar

flavors

PepsiCo launches Smart Spot Dance! Initiative with celebrities Mario Lopez and

LaChanze to help African American and Hispanic families lead healthier, more active

lifestyles

Walkers is the first major food brand in the world to display a carbon footprint reduction

logo on its packs

SoBe Beverages launches SoBe Essential Energy

PepsiCo Announces 25% Dividend Increase and Raises Share Repurchase Target; Nooyi

Assumes Chairman Title

EPA Names PepsiCo 2007 ENERGY STAR(R) Partner of the Year

PepsiCo Makes Largest Corporate Purchase of Renewable Energy Certificates

Pepsi launches "Design Our Pepsi Can" National Promotion

Tropicana unveils New Organic Line – Tropicana Organic

Indra Nooyi receives the Outstanding American by Choice Award

PepsiCo makes Fortune magazine's '100 Best MBA Employers' list

Diet Pepsi Launches New Look, New Ad Campaign and New Attitude – Diet Pepsi's

"More Cola Taste"

Pepsi, Diet Pepsi and Mountain Dew topped the 2007 Brand Keys Customer Loyalty

Engagement Index which tracks consumers' relationships with brands

PepsiCo joins U.S. Climate Action Partnership as part of its commitment to sustainability

Lipton introduces Lipton PureLeaf

EPA Honors Frito-Lay's Jonesboro facility for its sustainability efforts to conserve energy

and resources

Cold Stone Creamery and Mountain Dew Join Forces to Introduce Dew Iced

Mountain Dew Unveils unique, limited edition aluminum bottles

Tostitos introduce Flour Tortilla Chips and two new Dairy Dips Nationwide

PepsiCo named a 2007 Working Mother 'Best Company for Multicultural Women'

PepsiCo wins two awards –Best Environmental/Wildlife Campaign and Best Cause

Marketing Event -- at Fifth Annual Cause Marketing Halo Awards

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Frito-Lay teams up with the Make-A-Wish Foundation to help children with life-

threatening diseases

Dunkin' Donuts launches SoBe Energy Coolatta

Pepsi wins Webby Award for its execution of the "Best Sports Website"

PepsiCo and Pepsi Americas, Inc jointly acquire Sandora, a Leading Juice Company in

Ukraine

PepsiCo earns spot in Black Enterprise Magazine's '40 Best Companies for Diversity'

Lay's and Doritos Campaigns win Top PR Awards

2008 Milestones

PepsiCo Foundation announces two major new grants to WaterPartners and Safe Water

Network programs to provide access to safe water and sanitation in developing countries

PepsiCo Again Named to the Dow Jones Sustainability Index

PepsiCo Agrees to Buy Bulgaria's Leading Nuts and Seeds Company

PepsiCo Announces Initiatives With the Earth Institute and H2O Africa to Drive

Sustainable Water Practices

Forbes Names PepsiCo Among Its Best Big Companies

PepsiCo India Commissions First Remote Wind Turbine to Generate Renewable, Clean

Energy

CRO Names PepsiCo to Top 25 100 Best Corporate Citizens 2008

PepsiCo to Buy Russian Juice Leader, Lebedyansky

Employees Lead Effort to Make Chicago Plaza First LEED-Certified PepsiCo

Headquarters

Gatorade Launches Gatorade Tiger with Comprehensive Integrated Marketing Campaign

PepsiCo Honored with 2008 Energy Star Partner of the Year Award

UK Vitamin Water Brand- V Water Acquired by PepsiCo

Quaker Plant in Cedar Rapids Closes and Reopens Facility Due to Flooding to Protect

Employees

PepsiCo Foodservice and Naked Juice Expand Starbucks Presence

Gatorade Sports Science Institute Gathers World's Leading Researchers on Protein

Nutrition

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PepsiCo International's China Foods Wins "China's Top Leaders 2008" Award

Wall Street Journal Article Recognizes PepsiCo for Leadership in Employment of People

with Different Abilities

PepsiCo and Frito-Lay Join SmartWay in Commitment to Reduce Greenhouse Gas

Emissions

PepsiCo Beats Coke in Race to Launch New Natural Sweetener (Stevia)

PepsiCo France Recognized as "Great Place To Work" by Institute Survey

PepsiCo Commits to Reducing Acryalmide Levels in Potato Chip Products and

Restructured Potato Snacks in California

Subway Names PepsiCo "Vendor of the Year" for Sustainability Leadership

Tazo Tea Joins Pepsi Lipton Partnership

Inauguration of the first Pepsi cola operations in china:

In 1983 The Bottler Hall of Fame was established to recognize the achievement and

dedication of international bottlers. In 1984 diet Pepsi is reformulated with 100% neutral sweet,

slice and diet slice. The first major soft drinks sirucsare added in Mexico. The cola were takes

“one giant spilt for mankind” when a Pepsi “space can” is successfully tested a brand the span

shuttle. 1986 Pepsi company board of directors visit the peoples public of china to make the

opening the Pepsi second plant in china.

In 1989, Pepsi Company introduce share power stock option program for all employees

becoming the first large corporation tool award stock options through virtually all full time

employees. In the 1900, Pepsi company was recognized as one of the most admired corporation

by the fortune magazine’s top 10 for the two successive years. Pepsi signs the largest commercial

trade agreement in history with the Soviet Union expecting sales in the USSR to double by the

end of the century. Pepsi re-entered the Indian market in collaboration with Punjab Agro

industries Corporation (PAIC). In 1991 Pepsi company named one of the fortune magazine’s top

most admired corporations, for the third year in also. Pepsi co. purchased an equity position in

the carts of Coloreds Inc. the leading manufacturer and marketer of mobile merchandising

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equipment. It was sold in 1955. 1993 Pepsi Cola began the distribution of Lipton’s line of ready

to drinks teas nationwide. in 1996 Pepsi started its website WWW.Pepsi.com

SOCIAL RESPONSIBILITY OF PEPSICOLA COMPANY:

As a consumer products company, Pepsi Company does not have the major

environmental problems of heavy industry. Their biggest environment challenge is packaging

generated by their products.

Packaging is important to public and a critical component of the distribution system is to

deliver products to consumers and commercial establishment. To meet both consumer demand

and safe guard the environment, they recycle, re-use and reduce packaging wherever possible.

Each business is also committed to responsible use of resources required in manufacturing their

products.

LOGOS OF THE COMPANY

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http://WWW.Pepsi.com/

2.4 ABOUT PEPSI INDIA COMPANY

Franchise (pearl Bottling Pvt.Ltd.,)

Often new flavours 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 Mc.Dowell’s 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.

Description and Launch of products

Brand name Flavour Date

Pepsi Cola April-1992

Mirinda Orange April-1992

7 Up Clear Lemon April-1992

Mirinda Lime Cloudy Lemon April-1992

Soda Soda April-1992

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Pepsi Pepsi Dite 7 Up Mirinda(o) Mirinda(L) Slice Evervess

soda

Coca-cola Cock Dite Sprite Fanta Limca Maaza Kinleys

Pepsi market share:

Pepsi : 47%

Coca-cola : 53%

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. international’s 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 Pepsi’s foods processing unit directly supervised 1,200 hectors under tomato

cultivation covering 183 villages and 319 farmers. The company’s technical inputs enabled the

farmer to achieve a yield of 35 to 50 tones a hector against the average of was after discontinuing

teems. KMBC Pvt. Ltd. Has was the bottle for five districts Vizag, Vizianagaram, Srikakulam,

40 | P a g e

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 as follows:

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.

financial structure:

To start and operate business, any company has to invest its capital in fixed assets and

floating assets and also in meeting the daily requirements of the company. However, depending

on the nature of business and product being offered by the company, the ratio of investment of

capital in fixed and floating assets differ.

Working Capital:

It means capital required for daily management of the company eg. Wages, salaries,

canteen expenses and transportation expenses etc

41 | P a g e

Plant layout: the machine and equipment have been imported from Germany, which

are arranged in the plant according to the sequence of operation. All the operations are carried on

a continuous movement. The reasons for choosing the product layout are:

1. There is continuous supply of material.

2. The brands are all standardized products.

3. The demand for the product brands is reasonable stable.

4. The volume of production is adequate for the reasonable utilization of equipment.

Since the company follows continuous operation movement, the cost of material

handling goes low. The total floor space required by the machine is less than other types of plant

layouts.

Plant Capacity:

The company installed latest up to date automatic plant conforming to plant layout.

The installed production capacity is 400 bottles per minutes i.e. 24,000 bottles per day. The plant

also is having 100 bottles per 1-leter line. During off-season the plant runs one shift. The

company has to produce enough bottles of soft drinks at a speed to keep in space with the

disappearance of soft drinks form shelves of the retailer.

Production Schedule:

The production schedule is fixed by taking into consideration.

The present or current market demand.

The availability of empty bottles.

The inventory position filled bottles of different flavors.

The production schedule for each brand is fixed daily, filling the bottles of each branded

flavors. This has an advantage in manufacturing the branded product is one at a time.

Quality control

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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 of resistance 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.

43 | P a g e

The M.D, Mr. Ruchirans Jaipuria is athe 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.

LIST OF THE EMPLOYEES IN PEARL

BOTTELIGN COMPANYThe following table shows the description of employees along with designation & no. of

employees:

S.No Description No. of employees

1 GENERAL MANAGER (FINANCE) 1

2 COMMERCIAL MANAGER 1

3 MARKETING DEVELOPMENT MANAGER 1

4 VICE PRESIDENT 1

5 TERRITORY DEVELOPMENT MANAGER 4

6 ACCOUNTS DEVELOPMENT MANAGER 1

7 TRAINING MANAGER 1

8 ADMINISTRATIVE MANAGER 1

9 MARKET EQUIPMENT MANAGER 1

10 PRODUCTION MANAGER 1

11 ASST. PERSONAL MANAGER 1

12 STORE EXECUTIVES 3

13 CUSTOMER CENTRAL EXECUTIVE 25

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14 TERRITORY C0-ORDINATOR 1

15 ROUTE AGENT 50

16 SALES TRAINEE 1

17 CHEMIST 3

18 ACCOUNTANTS 5

19 SUPERVISOR 8

20 CLERKS 8

21 OPERATORS 10

22 ELECTRICIANS 10

23 FITTERS 3

24 COMPUTER CUM TELEPHONE OPERATORS 12

25 SECURITY OFFICER 1

26 SECURITY GUARDS 6

27 OFFICE BOYS 13

28 SWEEPERS & HELPERS 3

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CHAPTER-3

Theoretical Framework

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3.1 INTRODUCTION

The main part of the report i.e. Analysis part is covered in this chapter. I did survey in

300 outlets in 3 various areas. After conducting the survey I interpreted the total collected

information using a structured questionnaire. The required information is derived from that

interpretation and analysis. This analysis part contains tables and pie charts. We can come to a

conclusion from the final information from this chapter. Because of that reason this chapter is

very important in the entire study of the project. Without this interpretation we can conclude the

total survey and also can not understand the position of any company and the opinion of the

customers regarding the company.

3.2 DETAILS OF THE AREA SURVEY CONDUCTED

Details of the survey conducted:

The total data collected in three areas in Srikakulam district of total of 300 retail outlets.

They are given below:

CLUSTER SAMPLE SIZE AREA

Cluster-1 130 Srikakulam

Cluster-2 90 Amadalavalasa

Cluster-3 80 Narasannapeta

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I started my survey first at Srikakulam on 4/02/09 and my study completed on 18/02/09

with Amadalavalasa. I personally went to every outlet and asked the total details of which are in

the questionnaire and filled those things. Some of the retailers denied giving the details and I

waited there with patience and collected all the data. In my survey I learned a lot and collected

the useful information and also got good experience in the market field and came to know many

things which are not in our books through this survey. I almost covered all the retail outlets

which are situated in these areas and collected the correct information.

3.3 INTERPRETATION OF THE SURVEY

[TABLES AND GRAPHS]

1. Pepsi & Cock Brands Available In Various Markets:

S.No Market Pepsi Cock

1. Srikakulam 5 6

2. Amadalavalasa 5 5

3. Narasannapeta 5 7

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Average Pepsi & Coke Brands Available in Various Markets

012345678

Srikakulam Amadalavalasa Narasannapeta

1 2 3

Pepsi

Coke

Average Pepsi & Cock brands Available in the market:

Brands No of Types

Pepsi 5

Coca-Cola 6

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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 of Coke is available out of its 10 Brands on average. So the brand availability of

Coke is more when compared to Pepsi.

Top brands Available in Srikakulam Market:

S.No Brands Percentage

1. Slice 46

2. Mirinda 24

3. Sprite 20

4. Limca 10

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0 10 20 30 40 50

Slice

Mirinda

Sprite

Limca

12

34

Top Brands Available In Srikakulam Market

Percentage

Top Four Brands Available In Amadalavalasa Market:


1 Mirinda 46

2 7 Up 24

3 Sprite 17

4 Thumps Up 13

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0 10 20 30 40 50

Mirinda

7 Up

Sprite

Thumps Up

12

34

Top Four Brands Available In Amadalavalasa Market

Percentage

Top Four Brands Available In Narasannapeta Market:


1 Mirinda 42

2 Sprite 26

3 7 Up 18

4 Slice 14

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2.No of Bottles Sold Per Day in Various Markets:


Pepsi 52 45 42

Coke 44 35 50

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0

10

20

30

40

50

60

Brands


Market Areas

No of Bottles sold Per day

\

3.No of Bottles sold per Day:

Brands No of Types

Pepsi 45

Coke 55

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INTERPRETATION:

In 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.

4.Service required to the retail outlets:

S.No Market Daily Alternative Days Weekly Twice

1 Srikakulam 63 25 12

2 Amadalavalasa 49 27 24

3 Narasannapeta 55 36 9

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Service Required in Average:

Types of Services Average Service Required from the Companies

Daily 55Alternative Days 30Weekly Twice 15

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Average Service Required from the Companies

Daily

Alternative Days

Weekly Twice

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.

5. Satisfaction of Pepsi Service

S.No Market Good Satisfactory Bad1 Srikakulam 60 40 0



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Satisfaction of Coke Service

S.N0 Market Good Satisfaction Bad1 Srikakulam 45 50 5



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Service Satisfaction of Pepsi and Coke in Average:

Brand Good Satisfaction BadPepsi 65 33 2

Coke 43 52 5

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INTERPRETATION:

INTERPRETATION: In my survey of 300 outlets I found that 65% of the retailers expressed good in case of Pepsi and 43% incase of Coke. 33% in the case of Pepsi and 52% in case of Coke expressed satisfactory and finally remaining retailers expressed bad to the service of the companies.

6. Trade Schemes by Both Companies in Various Markets

S.No Market Pepsi Coke1 Srikakulam 41 59

2 Amadalavalasa 49 51

3 Narasannapeta 41 59

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Trade Schemes by Both Companies in Average

Brands Trade SchemesPepsi 44

Coke 56

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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.

7. Consumer Promotions offered by both Companies

S.No Market Pepsi Coke1 Srikakulam 61 39



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Consumer Promotions offered in Average

Brand Consumer PromotionPepsi 59

Coke 41

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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.

8. Is T.V Adds help to increase the sale of Soft Drinks

S.No Market Yes No1 Srikakulam 74 26



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

T.V Add helps the increase in salesYes 62

N0 38

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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% retailers expressed negatively to this question.

9. Comparison of 2007-2008 sales

S.No Market Good Less Same1 Srikakulam 55 40 5



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Comparison of 2007-2008 sales in average

Opinion Good Less SameNo of outlets in average 42 50 8

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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 by2008 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 same sales and there is no increase in the sales.

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

S.No Market Area 30% 20% 10%

1 Srikakulam 30 33 37



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Juice Based Soft Drinks In Average

30% 20% 10%

Result 31 33 36

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INTERPRETATION:

By observing the above chart we can understand that the demand for the juice based

soft drinks is increasing rapidly. For that the companies better to concentrate on the juice based

soft drinks introducing and their sales.

11. Pepsi Visi coolers and other coolers available in the Market

S.No Market Pepsi cooler Cock+ other coolers

1 Srikakulam 32 68



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Pepsi & Coke Visi Coolers Available in Average

Pepsi Visi Coolers Cock Visi cooler+ Own

cooler

Average of Outlets 28 72

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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.

12. Why retailers keep other products in Pepsi Visi Coolers

S.No Market Area Electricity Bill No Own Cooler

1 Srikakulam 35 65



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Why other products in Pepsi Visi Coolers in Average

S.No Electricity Bill No own cooler

1 49 51

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INTERPRETATION:

When I did the survey I observed that many of the retailers are keeping the other

products in Pepsi Visi Coolers and they gave some sort of explanation for that. In those reasons

49% of the retailers said Electricity bill is the problem and the remaining 51% of the retailers

said that they don’t have their own coolers. They should be restricted.

13. Most Soft Drinks Consuming Category In Various Markets

S.no Market Male Female All People Youth

1 Srikakulam 18 10 59 13

2 Amadalavalasa 12 11 56 21

3 Narasannapeta 19 18 39 24

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Most Soft Drinks Consuming Category In Average

Opinion Male Female All People Youth

Avg % of outlets 16 13 51 20

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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.

14. Soft Dinks Supply To The Retail Outlets

[Cash Or Credit]

S.No Market Pepsi

Cash

Pepsi

Credit

Coke Cash Coke

Credit

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1 Srikakulam 100 0 100 0

2 Amadalavalasa 100 0 100 0

3 Narasannapeta 100 0 100 0

INTERPRETATION:

From the above pie cart we can understand that both the Pepsi

and Coke companies are not providing any credit to the retailers. All the

retailers are purchasing the soft drinks on cash only.

15. Consumption of Soft Drinks at Home and at

Shop

S.No Market At Shop At Home

1 Srikakulam 80 20


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Consumption of Soft Drinks at Home & at Shop In

Avg.

S.No At Shop At Home

1 75 25

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INTERPRETATION:

From the above pie chart we can understand that in the areas I

did the survey 75% of the Soft Drinks are consumed at the Shops and the

remaining 25% of the Soft Drinks are consumed at Home.

Water treatment plantIntroduction :-

Water is the life blood of food processing industry. The water of a food plant

should preferably be soft, cold & free from impurities. Water is needed in the

processing plants for generating steam.

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Water may be supplied to food industry from sources. The general

characteristics of water from different sources may very with rain fall the nature of

materials with which the water comes in contact and the time of year.

Water, the main constituent of the product of company should be pure,

clean, odourless, and tasteless in order to fulfill the forms laid down by the

company.

Most of the function of food processing plants call fpr water of a high

degree of purity. So, for degree of pure water, establishment of WTP in any food

industry in their necessary requirement.

Water Treatment Plant(R.O. Water process)

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Source Water (2 boring bell)

Drain water if out of specificationTreated water storageChlorine 3-5ppm

ACF FiltrationChlorine carry over

Raw water storage tank

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Chlorine 3-5ppm

PSF Filtration

Chlorine carry over

ACF Filtration

5 micron polishing filtration

Rejected salt of water in to drain

Lag ACF Filtration

micron filtration

UV filtration

Reverse Osmosis

Reverse osmosis:-

Reverse Osmosis is a latest technology to remove all excess total dissolved, solids

dangerous chemicals from water up to 95 %. It remove Bacteria and virus to leave

of 99%.It resorts the original tests and Quality of water other purification methods

have no effect on TDS level of water. The diameter of RO membrane is less than

0.0001 micron (which is 500,000times less than diameter of our hair)

Why should you have an RO system?

For purity - 100% trust as the Water is from your own system using the

most comprehensive technology and cost effective method of water purification.

No more risk of purchasing spurious bottled water.

For Taste - Taste is preferred for drinking and making beverages such as

coffee, tea, Soups, juices and drinks.

For Convenience - Convenience of bottled water within your own premises.

No more hassles of stocking and carrying of bottles. With your own Water

purification system running pure Water 24 hours a day. You can have as much as

pure water all you want, at the touch of the finger. Free tousle, fresh, clear & safe

drinking water.

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10, 5, 1 micron filtration

CIP [10] Beverages Syrup room

Syrup preparation-

The process of syrup preparation is carried out in the following sequence :

After conducting CIP, the various ingredients of the raw syrup are mixed in raw

syrup tank in calculated amounts. The ingredients include mainly sugar and water

with traces of carbon and hyflow. The content are mixed in the tank about at 85ºC

for an hour. The temp. of 85 ºC increases solubility of sugar and also helps in

killing the pathogens.

After the sugar has been dissolved completely in water and the heat treatment is

over, the raw syrup is passed through the filter fitted with filter papers, already

treated with hyflow. The purpose of filtration is to removed the dissolved

impurities and the carbon and hyflow particles present in the solution.

After filtration, the raw syrup is passed through the two plate heat exchangers. In

the PHE water is used. This heat exchanger helps in bringing the temp. of syrup

from approx. 85-40 ºC. then the syrup passes through the second plate heat

exchanger where glycol is used and the temp. of the syrup is brought down to 20-

25 ºC.

From here, the raw syrup is transferred to the ready syrup tank, where the

concentrate is added in required proportion. From the ready syrup tank, the ready

syrup is transferred to the paramix, where further processing is done.

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Syrup manufacturing process-

Weighing of sugar and dumping in toSugar dissolving tankAnd heating up to 80ºC

Sugar

Hyflow Hold sugar sol. At 85ºC for 20 min with agitation

Filter press filtration of syrup

If carbon carry over recircuted in sugar SDT

Cooling of syrup 10-80ºC

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http://www.fidelou.com/wallpaper/img.php?id_img=4887%00%E5%A1%B9%EF%92%81%E1%B4%BB%E4%A1%BF%E2%B2%AF%E5%B6%82%E8%97%84%E6%8C%A7%00%00%EA%AE%A5

Transfer of syrup in ready syrup tank

Mixing of con. And beverage in to tank as per MMI

Make up std. brixe and volume as per MMI. Water addition As per water add. Table

Deaeration and storageAt 10-30º

Blowing machine :-

Blowing machine is developed PET bottle (2litre,600ml).

No. of blowing machine – 2

Capacity – 2 cavity and 3 cavity

Raw material – Poly ethylene trephealate

Process of PET bottle

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Pre form

CIP ROOM (Cleaning in place)

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Oven(Infrared radiation)

Mould +cooling (at 1.2sec)

Stretching (4-6kg/cm3)

Pre blow (4-6kg/cm3)

Blowing (40kg/cm3) PET bottle

Cleaning process- It is the processes in which we have remove the dust particle and sand particle and

washing the floor in the water.

Sanitation-

It is the processes in which we give temp.(85 ºC )to kill the pathogenic bacteria and

other harmful microorganism

Sterilization-

In this process the all pathogen are killed at given temp. And pressure (121 ºC

temp. 15 psi Pressure).

CIP processes the following two ways -

A. 3 step CIP

B. 5 step CIP

1. 3 step CIP :-

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Pre Rinse (5 min. 25 ºC)

Hot Water (15 min. 85 ºC)

Final Rinse (15 min. 25 ºC)

2. 5 step CIP:-

Pre Rinse (5 min.)

Hot Lye (2%NaOH, 75 ºC)

Rinse with potable water (10 min)

Hot water (15 min. 85 ºC)

Final Rinse (15 min.)

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Container Preparation (CSD)

Uncasing of bottles

Pre inspection

Pre rinse compartmentJet pressure 30-40 Psi

Soak 1 compartmentTemp. 45-50ºCCaustic%- 2.0-2.5

Bottle washer in main soak Temp.74-76 ºC for 7 min. Minimum caustic conc. 2.6-3.0

Hydro washTemp.50-55 ºCJet pressure 30-40 Psi

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Pre final compartmentJet pressure 30-40 Psi Temp. < 40 ºC

Final rinse compartmentJet pressure 35-45 PsiAt ambient Temp.

Post wash inspection Washed sanitized bottles

Microbiological test

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The microbiological test includes the detection of microorganisms such as bacteria,

virus, protozoa, fungi, yeast, etc.the four techniques used in taking the sample for

carrying out the microbiological test are:

Streak plate method

Pour plate method

Spread plate method

Filter membrane method

Ingredients Test Frequency

Granular sucrose TPC, Yeast and Mold every fifth batch

Water sample Coliform and TPC every fifth batch

Syrup Yeast& mold weekly

Beverage yeast&mold weekly

Washed container TPC, Yeast and Mold weekly

Filled valve/ filler valve TPC, Yeast and Mold weeklySniftFinal rinse water TPC, Yeast and Mold weekly

Crown and closure TPC, Yeast and Mold sixth delivery

Perform Yeast& mold sixth delivery

Air microbiology Yeast& mold weekly

Hand swab Coliform and TPC quarterly

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Chapter-4

SUMMARY, FINDINGS &

SUGGESTIONS

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4.1 INTRODUCTION

The chapter contains Findings, Suggestions and Conclusions.

Basing on the results of the survey Suggestions are given to improve the

potentials and the market share of the company in the soft drinks field. The

total findings are prepared by the survey information collected in the various

places in Srikakulam district. I did the comparative study between the top

two brands in the field of soft drinks sector those are Pepsi and Coke. The

information is base on the two brand comparison and in my view these are

useful to the company to improve its performance and can get good sales as

well as good market share in the field of Soft Drinks. These are all my sincere

findings and suggestions to the company.

FINDINGS

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1) The company is maintaining the quality of the products and it has

good quality control Dept.

2) Now a day because of changing the food habits the soft drinks are

added to their food habits.

3) Pepsi soft drinks are occupying more than half of the soft drinks

market.

4) The demand for the fruit based soft drinks is go on increasing and

they occupied the top selling drinks position.

5) Sales promotion activities taken by the Pepsi Company is good as

per the retailer’s opinion when compared to coke.

6) The Pepsi Company’s supply of drinks is good but they are not

providing the sufficient drinks to the outlets.

7) The No. of Visi coolers in the market is less when compared to the

Coke Company.

8) Some of the retailers are placing the other products also in the

company coolers.

9) Pepsi company’s 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.

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Advertisements for every drink are given individually, because of that the

consumers are not aware of the total drinks offered by the company and the

expenses will more for the company.

4.3 SGUUESTIONS

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1) The company has to increase its quality more and also has to introduce

more verities of drinks in to the market to increase its market share.

2) It has to change the advertisements in a manner that add the soft

drinks as a part of food.

3) The Pepsi has some more scope to increase its market share and it has

to strive for that.

4) Company has to concentrate on the fruit based drinks and add some

more fruit based drinks to the product line.

5) The Pepsi Company has to increase the No. of Visi Coolers in the

market.

6) The retailers are using the Pepsi Visi Coolers for other drinks also, they

have to control that. For that purpose the company has to recruit some

people.

7) Pepsi Company has to increase the trading offers to the retailers.

8) The dealers should provide the sufficient information to the retailers

about the products and the new offers to the retailers provided by the

company.

9) The dealers should be provided the credit up to some limits by the

company.

10) The Advertisement should be given as a whole, that will bring the

awareness about the products and reduce the advertisement cost of

the company also.

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4.4 CONCLUSION

The project was a great experience for me in order to study the

marketing aspects in the world. It was a great opportunity for me to express

what I have studied.

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This industry is a place where two major players are there in the world.

This Pepsi Company gave me lot of opportunity and scope to understand the

soft drink industry and its marketing structure and distribution channels.

Lot of voluble information regarding the company and also the

retailers, has been collected from the survey, which helped me clearly to

understand the real problems faced by the marketers to distribute and also

make retailers to sell the company’s products in the market. I understood

who difficult to do the marketing in the present scenario.

The suggestions made to the company were really applicable for the

growth and benefit for the company in order to increase its market share and

to become the market leader in the soft drink industry, because a large

number of competitors craving for the same market.

Thus, finally it can be said that the industry needs a lot of channel

management activities to done along with various promotional strategies for

the customers. I wish the company to achieve its objectives achieved soon.

BIBILOGRAPHY

S.No Author Title Publisher Volume Year

1. Philip kotler Marketing Prentice, 12th 2005

Management Hall of India

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2. VS Ram Swami Marketing Mac Millan 3th 2005

Management

3. Joel R. Evans Marketing Biztantra 8th 2005

Berry Berman

4. Chunawalla S.A Advertising Hall of India 12th 2005

Web Sites Referred:

WWW.Pepsi.com

WWW.marketingteachers.com

WWW.coke.com

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:

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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 Maga Minute Made

Diet Coke Total

4. Top brands Purchased by consumer in your shop?

1st ______________ 2nd ______________

3rd ______________ 4th _______________

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

A. Daily B. Alternate Days C. Weekly 2 times

7. Are you satisfied with Pepsi Service?

A. Good B. Satisfactory C. Bad

8. Are you satisfied with Coke Service?

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A. Good B. Satisfactory C. 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

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

Good Less Same

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

30% 20% 10%

14. Condition of Pepsi Visi Cooler?

Full of Pepsi Drinks

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Full of Pepsi+ Coke Drinks

Pepsi Drinks+ Other Packs

15. Why do you keep other products in Pepsi Cooler?

Electrical Bill

No Own Cooler

16. What is the percentage contribution of soft drinks business in your total

business?

_____________________________

17. What is the shop keeper suggestion to improve Pepsi Company Sales in 2009?

______________________________________________________________

18. Soft Drinks are consumer by mostly?

Male Female By All By Youth

19. How do you (Retailer) buy soft drinks?

Pepsi Cash Credit

Coke Cash Credit

20. What is the percentage of sale of drinks at your shop and consumer residence?

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Shop Home

SOFT DRINK MARKET IN INDIA

Today India is one of the most potential markets, with population of around 1000

million people; the Indian soft drinks market was only of 200 cases per year. This

was very low even compared to Pakistan and Philippines. Population and potential

market are two major reasons for major multinational companies of entering India.

They feel that the huge population coupled with low consumption can only lead to

an increase in soft drink market.

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Increase in sale of soft drinks in the scorching heat and the climate of India, which

is suitable for high sale of soft drinks. All these factors together have contributed to

a 30% growth in the soft drinks industry. If the demand continues growing at the

same rate; within two years the volume could touch 1 billion cases. All these

factors are the reasons for the entry two giant of the soft drink industry of the

world to enter the Indian market. These two giants Pepsi and Coca-Cola,

Themselves share 96% of the soft drink market share. Cadburys, Schweppes,

Campa Cola and other soft drink brands share rest. But was the scene same 20

years ago? The answer no. is 1970 was the year of pure soft drinks Campa Cola

and Parle People (Thumps up and Limca).

Soft drink consists of a flavor base, sweetener. And carbonated water. In general

terms non-alcoholic drinks are considered as soft drinks this name soft drink was

given by Americans as against hard which is mainly alcoholic.

The major participants involved in the production and distribution of soft drink are

concentrate, Syrup producers and retail channel.

Lots of sale of soft drink depends upon the strength of merchandizing done at the

point of sale.

The beginning of 1980’s saw the birth of another cola drink, Thums up, Parle; the

Gold spot people launched it in 1978-79, as “Refreshing Cola”. By the mid-

eighties Mc Dowell’s launched Thrill, and by the late there was double cola, which

entered in Indian Market, as a NRO- run outfit with its plant in Nasik

(Maharashtra), in 1978 Parle, Indian soft drinks market (Share 33%) with its gold

spot and limca brands.

Coca-Cola entered Indian by buying up to 69 of the 1800 Crores soft drink market

(i.e. 5 Parle Export brands of Thums Up, Limca Gold spot, Citra Mazza). Today

the scene has changed making it a direct battle between two giant coca cola and

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Pepsi. The picture will become clearer by looking at the Indian market shares in

the beverage industry.

One of the strongest weapons in coke armory is the flexibility it has empowered its

people with. In coke every employee may be a manager or salesman have an

authority to take steps he or she feels will make a consumer of the brand and

increase its consumption.

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