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Summer internship project report

CONSUMER PERCEPTION ON PEPSI PRODUCT

PEPSI- SMV BEVERAGE PVT LTD(Jagatpur - Cuttack)

An internship Report Submitted towards In Partial Fulfilment

Of

MASTER OF BUSINESS ADMINISTRATION

ACADEMIC SESSION (2013-2015)

BY

PALLABI KUNDUReg.No:1306247141

Under the guidance ofGUIDE NAME

Prof. (Dr.) SUBHAS CHANDRA NATH

DECLARATION

I, PALLABI KUNDU, do hereby declare that the Summer internship programmed titled “CONSUMERR PERCEPTION ON PEPSI PRODUCTS” submitted by me in partial fulfillment of the requirement of the degree of “Master in Business Administration” of “Regional College of Management Autonomous” is an original piece of work done by me, and has not been published elsewhere or submitted for any degree in full or in part.

.

Place: Bhubaneswar Pallabi Kundu

COMAPANY GUIDE CERTIFICATE

This is to certify that PALLABI KUNDU, Regd.no 1306247141 a student of MBA, (Master in business administration) from “REGIONAL COLLEGE OF MANAGEMENT, BHUBANESWAR” has done her summer training in our organization SMV BEVERAGE Pvt. Ltd. in MARKETING division entitled “CONSUMER PERCEPTION ON PEPSI PRODUCTS” under my supervision in completion of the requirement of Summer Internship at PEPSICO and Partial Fulfillment of her Master in business administration. This is commenced from 3rd May and was completed on 30th of June.

Signature

Mr. SANJAY KUMAR GUPTA

HEAD OF SALES

(Company Guide) Seal of the organization

ACKNOWLEDGENT

I take this opportunity to express my profound gratitude and deep regards to my guide (Dr. S.C.Nath) for his exemplary guidance, monitoring and constant encouragement throughout the course of this thesis. The blessings, help and guidance given by him time to time shall carry me a long way in the journey of life on which I am about to embark.

I also take this opportunity to express d deep sense of gratitude to Sanjay Gupta (HOS), Priyaranjan nayak (TDM), Bijay Dash (ADC),Pepsi, for their cordial support valuable information and guidance which held me in completing this task through various stages.

I am obliged to staff members of pepsi for the valuable information provided by them in their respective fields. I am grateful for their cooperation during the period of my assignment.

I would like to thank professor Biswaranjan Mohanty who allotted me in pepsi company for summer internship project.

Pallabi Kundu

TABLE OF CONTENTS

EXECUTIVE SUMMARY

CHAPTER-I INTRODUCTION SALES AND DISTRIBUTION OF PEPSICO OBJECTIVE OF THE STUDY SCOPE OF THE STUDY LIMITATION OF THE STUDY

CHAPTER-II (PROFILE OF THE ORGANIZATION) COMPANY PROFILE HISTORY OF PEPSI PEPSI MISSION AND VISION GUIDING PRINCIPLES OF PEPSI CONSUMER PERCEPTION PRODUCT PORTFOLIO OF PEPSI BRAND AMBASSADORS OF PEPSI PRODUCTS OF PEPSI SMV BEVERAGES ORGANISATIONAL CHART DEPT. OF SMV BEVERAGES PROCESS OF MANUFACTURING PRICING LIST FOCUS ON MARKETING STRATEGIES SCHEME IN PEPSI PACKAGING SWOT ANALYSIS SLOGANS AND LOGOS

CHAPTER –III (RESEARCH DESIGN AND METHODOLOGY) LIVE PROJECT IN BHUBANESWAR MARKET RESEARCH METHODOLOGY CHAPTER –IV (DATA ANALYSIS) DATA ANALYSIS DATA PRESENTATION DATA INTERPRETATION CHAPTER-V (FINDINGS AND SUGGESTION) FINDINGS SUGGESTION CONCLUSIONCHAPTER-VI (ANNEXURES )CHAPTER-VII (BIBLIOGRAPHY)

EXECUTIVE SUMMARY

The summarization is as follows:

(1) I started with analyzing the concept of a product with is soft drink and we got some basicidea about our project.

(2) After analyzing the idea I discovered the history of the product as well as somemanufacturing companies.

(3) Then comes one of the major task which is discovering the 4 ps of marketing which includesall the concepts of marketing i.e., product price place and promotion.

(4) All this information was followed by preparing a suitable questionnaire so I can effectivelycommunicate with the retailer of the product.

(5) After completion of the survey among 100 retail out let for gathering the informationregarding our project.

(6) Here comes the most difficult task of our project that is analysis.

(7) I made the graphical presentation in form different data for easy comparison andunderstanding. We have worked out the inferences and interpretation of each graph to explainthe fact.

(8) To sum up we concluded our project with all the information that I found and our viewsabout the future of the market.

EXECUTIVE SUMMARY

PROJECT TITLE : CONSUMER PERCEPTION ON PEPSI PRODUCTS

NAME OF THE COMPANY : PEPSICO

PLACE OF WORK : JAGATPUR, BBSR, ODISHA

DURATION : 60 DAYS

ORGANISATION GUIDE : MR. SANJAY GUPTA

INTERNAL GUIDE : PROF. SUBHAS CHANDRA NATH

CHAPTER 1

INTRODUCTION

INTRODUCTION

The marketing is primarily based on the task of creating promotion and delivers goods and services to consumers and business .In fact, marketing people are involved in marketing ten types of entities: goods, services, experiences, events, persons, places, properties, organization, information and ideas.

The main motive of marketing is to enable the customer to know about the product and about its quality in proper manner so that before making any purchasing decision the consumer at least knows about the product well. This ultimately forces his to make a right decision.

The study of market about the choice and reference of customer is an important aspect of the business organization. Traditional view of the sales promotion asserts that the consumer will accept whatever product is well known and the seller presents to them. In this way the main concern of the producer is to produce without considering the choice of behavior of the customer. But this point of view of marketing has now changed.

The product is the most important tool in the marketing mix. Without product there is no question of customer satisfaction. The whole of this project is based on product mix and customer satisfaction.

The marketing environment is changing at an accelerating rate, today is not like yesterday and tomorrow will be different from today. Continuing today’s strategy is risk, so is turning to new strategy. Leaders who must plot the futures of their companies are challenged to find path and that makes sense.

The noteworthy changes taking place in the, market scenario are:

From local to national to global marketing- companies are expanding their geographical coverage with leaps and bound.

From buyers needs to buyers wants-as income are improving, buyers are becoming more selective in their choice of goods.

From price to non-price competition-with many players in a particulars category marketers are increasing the branding of product differentiation advertising and sales promotion.

It’s my great advantage the SMV Beverages has given me this opportunity to understand the PEPSI services and its effectiveness.

I am highly obliged to receive this existing opportunity to work and gain experience from such an immensely cooperative dynamic a challenge organization hoping that you will appreciate my work.

Initially the focus of the Company remains on reaching all the markets and then the Company shifts its focus on increasing the frequency of sales in the respective markets so that the sales and profitability of the Company can be increased. Company PepsiCo India provides the salt to all the bottling plants in the Country that carry out the bottling operations.

COBO: These are Company owned bottling operations operating directly under theCompany. Out of 32 bottling plants, PepsiCo owns 15.

FOBO: These are Franchise owned bottling operations.

Warehouses: These are Company or franchisee owned warehouses spread over variouslocations that cover the respective territories and come under the purview of their respectiveArea or Territory Offices. Stocks are sent from the bottling plants to these warehouses, fromwhere they are sent to the C & F centers and Distributor Points.

C & F Centers: These are the biggest centers in the distribution network and receive properassistance from the Company (either COBO or FOBO). The C & F center is owned by aprivate player and not by the Company. The vehicles (Delivery Vans) are owned by theCompany, and the Salesmen at the C & F points are on the Company Payroll.

Distributors: These are small, compared to C & F centers. Everything at the Distributorpoint owned and managed by the distributor, even the salespersons are on the Distributorspayroll.Wholesalers: These are smaller than C & F centers and Distributor points and get the stockdirectly from the Company or Franchisee. They get their stock directly from the Companyand thus get special rates and extra discounts from the Company.

Slums: They are generally smaller than the Wholesalers are. However, they get specialdiscounts from the C & F centers and Distributor points. All the different players in thedistribution channel namely C & F centers, Distributor points, Wholesalers and Slums havedifferent designated markets and are not supposed to operate in the market designated to anyother player.

Retailer: Retailers are the most important chain in the distribution channel of Pepsi as theyare the only point of contact with the customers. Retailers get their stock from all the otherchannel members in the distribution channel.

OBJECTIVE OF STUDY

Now market is highly competitive market in which the consumer prefers products in low cost with high quality. The following objective is below:

I. To understand the market share of PEPSI products BBSR market & its demand.II. To determine the market survey of PEPSI products.

III. To know about the factors which affect the sale of Pepsi products of SMV Beverages Pvt. Ltd.

IV. To find out the various competitors in the market.V. To study the important factors that influences the customer during the purchase of

cold drinks.VI. To know customer are really satisfied from Pepsi or not.

VII. To find out the customer perception level about the service provided by PEPSI.VIII. To know the position of PEPSI products in BHUBANESWAR market.

IX. To know retailers view about PEPSI.X. Key demand of cold drinks by different customers.

SCOPE OF STUDY

The study is analyzed from different angles in order to find out the market share & position of the organization of in the market. So the objective criteria for meeting the marketing demand and creating service according to the customer’s choice and preferences. How Pepsi can promote its sales in different ways.

Thus the scope of study involves the following aspects:

Product awareness. Product promotion. Overall performance of the company. Market share and position of the company. To know various consumers and retailers scheme for the sales promotion. To find out market gaps and analyze them.

LIMITATIONS OF STUDY

The limitations of study were as follows:

The time period was short to know all things about the market. Sometimes retailers have not given answer properly they shoe reluctance. Even though the numbers of outlet are many, only a small number for sample sizes

were taken for study. The study was limited within the area of Bhubaneswar that is why the forecasting

result based in this study may not be showing actual results.

CHAPTER 2

PROFILE OF THE ORGANIZATION

COMPANY & INDUSTRY SCENARIO

COMPANY PROFILE

Pepsi- cola, is most commonly called Pepsi, is a soft drink produced by PepsiCo which is sold worldwide in stores, restaurants and vending machines. The brand was trade marked on June 16th 1903, through the drink was first made on august 28, 1898, by pharmacist Caleb Braham. Similar to coca-cola, its major rival, Pepsi was originally intended to cure stomach pain.

There are several variants of Pepsi, including diet Pepsi (the most popular variant), Pepsi vanilla, and outside the united state, Pepsi max and Pepsi samba (this was replaced in Australia only, and was only released for a limited time.)Perhaps, the strongest of all variants was the Pepsi blue, which was released in India, Australia, New Zealand, Jamaica and Canada, as a limited edition variant during the period when the Indian cricket team was having a successful run after the 2003 cricket world cup. (the color of their jersey was blue), recently Pepsi add many new products in its product line Pepsi Max The Invigorating Cola No Fear Man Up! Dole Juice Healthy juices on the go in India, Pepsi gold in Thailand, Norway and several other countries. The company’s two bottling lines currently manufactures the following products: -Pepsi-cola, 7up, leher soda, mirinda, energy drinks like Gatorade and many others. Since 1975 the company has owned several awards for its outstanding achievements in marketing and quality excellence from PepsiCo international, including the Donald m. kendall award for annual percentage volume increase.

PROFILE OF THE ORGANISATION

Type Soft Drink (Cola)

Manufacturer PepsiCo

Founder (s) Donald Kendall

Herman Lay

Country of Origin United States

Introduced 1893 (as Brad's Drink)

1898 (as Pepsi-Cola)

1961 (as Pepsi)

Area Served Worldwide

Color Dark Brown

Employees 274000(2013)

Website pepsi.com

HISTORY OF PEPSI & PEPSICO HEAD QUARTERS

OUR MISSION AND VISION

At PepsiCo, we believe being a responsible corporate citizen is not only the right thing to do, but the right thing to do for our business.

Our MissionOur mission is to be the world's premier consumer Products Company focused on convenient foods and beverages. We seek to produce 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.

Our Vision"PepsiCo's responsibility is to continually improve all aspects of the world in which we operate – environment, social, economic – creating a better tomorrow than today."

Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company.

Performance with PurposeAt PepsiCo, we're committed to achieving business and financial success while leaving a positive imprint on society – delivering what we call Performance with Purpose. Our approach to superior financial performance is straightforward – drive shareholder value. By addressing social and environmental issues, we also deliver on our purpose agenda, which consists of human, environmental, and talent sustainability.

GUIDING PRINCIPLES

We uphold our commitment with EIGHT guiding principles.

We must always strive to:

1. PREPARATION

2. GREET THE CUSTOMER

3. STORE CHECK

4. MERCHANDISE

5. DETERMINE THE ORDER

6. PRESENTATION

7. CURBSIDE DISBEIEF

8. ADMINISTARTION

CONSUMER PERCEPTION

In general psychological terms, perception is our ability to make some kind of sense of reality

from the external sensory stimuli to which we are exposed. Several factors can influence our

perception, causing it to change in certain ways. Consumer perception applies the concept of

sensory perception to marketing and advertising. Just as sensory perception relates to how

humans perceive and process sensory stimuli through their five senses, consumer perception

pertains to how individuals form opinions about companies and the merchandise they offer

through the purchases they make. Merchants apply consumer perception theory to determine

how their customers perceive them. They also use consumer perception theory to develop

marketing and advertising strategies intended to retain current customers -- and attract new

ones.

Self Perception

Self perception theory attempts to explain how individuals develop an understanding of the

motivations behind their own behavior. Self perception by customers relates to values and

motivations that drive buying behavior which is also an important aspect of consumer

perception theory.

Price Perception

The price perception strongly influenced whether customers were satisfied with their

purchases and whether they would make future purchases. Two factors that shaped price

perception were the perceived quality of the merchandise or service in question and price

comparisons with merchants offering similar merchandise or services.

Benefit Perception

"It's good, and it's good for you." Many consumers are familiar with this phrase frequently

associated with advertising of the product. Consumers would demonstrate a trend toward

demand more specific information about the products they purchase.

PROCESS OF CONSUMER PERCEPTION

Perception establishes the meaning about a product or brand when a consumer makes

initial contact. In marketing, this is described as consumer information processing. At

this stage all of the senses are engaged in receiving brand marketing communicate

messages. In marketing literature, four distinct stages of perception occur during

consumer information processing: sensation, attention, interpretation and retention.

Sensation

Sensation describes what occurs when a person's senses are initially exposed to the external

stimulus of a product or brand marketing. The sensory receptors of a consumer are engaged

by product or brand cues through sight, sound, smell, taste and texture

Attention

In consumer information processing, attention occurs when a person lingers and gives mental

processing capacity to the external stimulus from a product or brand. Selective perception is

when a consumer pays attention to messages that are consistent with her attitudes, beliefs and

needs. When a product is inconsistent with these factors, the consumer will withdraw

attention.

Interpretation

Interpretation occurs when a person assigns a meaning to the sensory stimulus from a product

or brand marketing. A consumer scans his memory to retrieve previous experiences with the

brand or a similar brand. Store-brand marketing frequently capitalizes on the interpretation

stage when product packaging design contains logos, colors and other elements that are

similar to national brands that consumers are generally more familiar with.

Retention

The conclusion of the consumer perception process is the retention stage. This is marked by

the storage of product or brand information in short-term and long-term memory. The

marketer's goal is to provide positive stimuli in the proceeding stages that translate into

consumers storing the information about the product or brand into long-term memory.

PRODUCT PORTFOLIO

There are 8 brands of PEPSI in INDIA and they are differ in taste, flavor and also in the colours.

(1) PEPSI- CHANGE THE GAME

Pepsi is a hundred-year-old brand loved by over 200 million people worldwide. The largest single selling soft drink brand in India, Pepsi is ubiquitous on just about every social occasion.

Youngistaan loves it. 200 million people worldwide love it. But what has made Pepsi the single largest selling soft drink brand in India is actually a formula concocted a century ago in a faraway continent.

Brand Advantage Pepsi has become a friend to youth and youth culture. Over generations, youngsters have

grown up with Pepsi and have shared an emotional connect with it unlike with any other cola brand. Be it parties, hangouts with friends, or just another day at home, a day is never complete without the fizz of Pepsi!

Pepsi has always fuelled youth passions like cricket, Bollywood, music and now football. Youth icons like MS Dhoni, Ranbir Kapoor, Didier Drogba, Virendar Sehwag, Sachin Tendulkar, Priyanka Chopra and Deepika Padukone have endorsed Pepsi

(2) 7 UP – DIL BOLE I FEEL UP

7 Up is a brand of a lemon-lime flavored non-caffeinated soft drink. The rights to the brand are held by Dr Pepper Snapple Group in the United States, and PepsiCo (or its licensees) in the rest of the world, including Puerto Rico, where the concentrate is manufactured at the Pepsi facility in Cidra. The 7 Up logo includes a red spot between the '7' and 'Up'; this red spot has been animated and used as a mascot for the brand as Cool Spot.

(3) MIRINDA- PAGALPANTI BHI JAROORI HAI

Brand HistoryMirinda is an international soft drink brand from Spain that was launched in India in 1991. The irresistible taste of Mirinda was communicated through our 1996 ‘Mirinda Men’

Type Orange drink

Manufacturer PepsiCo

Country of origin Spain

Introduced 1990

campaign, the 2000 ‘Taste Pe Atka, Mirindaaaa’ campaign and the ‘Taste Aisa Chaye Character Fisla Jaye’ campaign of 2003.

2012 Brand CampaignMirinda has always stood for great bold taste that unleashes uninhibited fun. Taking the promise forward, Mirinda launched two new exciting flavors- Orange Mango and Orange Masala which appeal to the Indian palette. While Orange Mango is the perfect mix of the sweet candy taste of mango flavor and the tanginess of original Mirinda Orange; Orange Masala tickles the taste buds with a hint of fruit masala flavor added to Mirinda Orange. The launch was supported by a robust 360-degree campaign including outdoor, online and a consumer engagement program to bring alive the taste experience.

(4) MOUNTAIN DEW- DARR KE AAGE JEET HAI

Brand History

The main formula of Mountain Dew was invented in Virginia. The drink was named and first marketed in Johnson City, Tennessee and Knoxville, Tennessee in 1948.

The main formula of Mountain Dew was In India Mountain Dew set the soft drink category ablaze in 2003 with its iconic launch campaign ‘Cheetah Bhi Peeta Hai’.

Brand Advantage

It is a soft drink that exhilarates like no other because of its active, high-energy, extreme citrus taste. The idea of daring, challenges, a ‘can do’ attitude, adventure and exhilaration are deeply entrenched in its brand DNA. The brand has always celebrated the bold, adventurous and rebellious spirit of youth. This is reflected in the high-adrenaline advertising of the brand and its connection to outdoor adventure.

Did You Know? ‘ Darr Ke Aage Jeet Hai’

In 2007, the brand was re-launched with a completely new, punchier formulation. Communication aimed at forging a strong emotional connect with the audience. Thus began the ‘Darr Ke Aage Jeet Hai’ campaign, which acknowledged that fear was a very real aspect of the world of adventure and Mountain Dew wanted young people to believe in themselves in their moment of fear. For beyond fear lay victory.

QUICK BRAND FACTS

Mountain Dew was invented in Virginia in 1948. It was launched in India in 2003.

(5) NIMBOOZ - ‘ EKDUM ASLI INDIAN

NIMBOOZ is considered to be lemony in taste and comes under the category of cloudy lemon because of its colour, which is similar to that of clouds, it is generally preferred by children and women.

Brand History

Nimbooz was launched in India on the 28th of February 2009. It is the latest addition to the Pepsi beverages portfolio.

Brand Advantage

The brand delivers very strongly on certain expectations. These are:

Locally Relevant Taste:

Nimbooz is a great tasting product. It has capitalized on the existing familiarity with and high consumption of unpackaged / home-made nimbu pani. It has remained true to its authentic Indian Identity by using the traditional Matka (Earthen Pot) and Squeezer in the manufacturing process.

Convenience and Great Value:

The product is available in three convenient formats, 350ml PET, 200ml RGB and 200ml Tetra at the remarkable price points of Rs15, Rs 10 and Rs 10 respectively.

Accessibility

Nimbooz is India’s first nationally available packaged Nimbu Pani.

Hygienic

It is just like home-made nimbu pani. You can enjoy its natural and delicious lemony refreshment anywhere you go.

QUICK BRAND FACTS

India’s first nationally available packaged Nimbu Pani. It was launched in India in 200

(6) SLICE- Pure Mango Pleasure

SLICE is a mango based drink (MBD) no gas only based on juice.it is a non-aerated soft drink. It is preferred mostl children and women.

Brand History

Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to become a leading player in the category.

In 2008, Slice was re-launched with a 'winning' product formulation which made the consumers fall in love with its taste. With refreshed pack graphics and clutter breaking advertising, Slice has driven strong appeal within the category.

Brand Advantage of slice

With the launch of “Aamsutra” campaign in 2008 along with a winning taste & most appealing pack graphics, Slice created disruptive excitement in the category and celebrated mango indulgence like no other.

While other players have portrayed mango as a simple and innocent fruit, Slice celebrates the indulgence and sensuality of consuming a Mango. The creative idea “Aamsutra” communicates the art of experiencing pure mango pleasure through the taste of Slice.

As a first ever by any brand in the Juice and Juice Drinks Category, Bollywood’s reining Diva, Katrina Kaif was signed on as the Brand Ambassador on Slice.

QUICK BRAND FACTS

Slice launched in India in 1993 Slice Mangola introduced in 1994

(7) AQUAFINA

Brand History

Aquafina was first launched in the US in 1994. With its unique purification system and great taste, Aquafina soon became the bestselling brand in the country.

In India, Aquafina’s journey began with its launch in Bombay in 1999 and it was rolled out nationally by 2000. On the strength of its brand appeal and distribution, Aquafina has become one of India’s leading brands of bottled water in a relatively short span of time.

Brand Advantage

Aquafina goes through a five step state-of-the-art purification process to give consumers pure water and perfect taste.

Aquafina has been built through refreshing and sharp advertising. The ‘What a Body’ campaign has helped the brand to drive premium, modern and youthful imagery in an otherwise undifferentiated category.

Bottled across India in 19 plants, Aquafina is available across more than half a million outlets. Catering to diverse consumer needs and occasions, it is available in various pack sizes like 300ml, 500ml, 1 ltr. and 2 ltr. bottles and in bulk water jars of 25 ltrs.

(8) LEHAR SODA

This is a soda drink. it has no color and no flavor. It is generally used with alcohol and used by adults.

CONSUMER CHOICE AT A GLANCE

Pepsi Mainly preferred by youngster & kids

Mirinda Common Drink.

Slice Basically preferred by Ladies & kids.

7up Youngester

Mountain dew Youngester

Tropicana Basically preferred by Ladies & kids.

Leher Soda Mostly those who consume liquor.

Aquafina Mostly preferred by traveller

BRAND AMBASSADOR OF PEPSICO

BRAND AMABASSADOR OF PEPSI

Priyanka Chopra

BRAND AMBASSADOR OF SLICE

Katarina Kaif

BRAND AMBASSADOR OF MIRINDA

BRAND AMBASSADOR OF MOUNTAIN DEW

Hritik Roshan

BRAND AMBASSADOR OF 7UP

Sarman Joshi

PRODUCTS OF PEPSI

BRAND Name Flavors SKU Volume

PEPSI

GlassGlassPetPetPetCanCan

200 ml300 ml600 ml1.5 l2.0 l250 ml330 ml

MIRINDAOrangeLemon

GlassGlassPetPetPetCan

200 ml300 ml600 ml1.5 l2.0 l330 ml

7UPGlassGlassPetPetPetCanCan

200 ml300 ml600 ml1.5 l2.0 l250 ml330 ml

SLICETetra PackGlassGlassPetPet

200 ml200 ml250 ml500 ml1.20 l

MOUNTANDEW

GlassGlassPetPetCan

200 ml300 ml600 ml2.0 l

350 ml

ABOUT SMV BEVERAGES PVT. LTD.

SMV Beverages pvt.ltd. is a well known manufacturing organization in the state of Odisha for manufacturing and sales of the soft drinks Pepsi brand product,

since last 30 years. This unit was incorporated itself as a manufacturing unit in the year 1968 and started its production in 1969.

It is only bottling unit of Pepsi brand of products. In the state of Orissa Pepsi is brought to you by the renowned SMV Beverage Pvt Ltd. Jagatpur (Cuttack) best professionally managed company promoted by the Jaipuria group. The promoter’s vast experience for last 35 years in manufacturing national and renowned brands such as Pepsi, 7up, slice, mirinda, mountain dew, etc, has helped deliver to the customer’s consistent quality comparable to the best of international standards.

Today’s fast paced life style and ever changing drinks style demands superior quality, ready to use (added flavor ) in convenient packaging. The Pepsi drinks meet those demands effectively.Pepsi is an ideal choice for both the classes as well as the masses for individual consuming low qualities as well as high establishment. The seemingly vast gap in catering to a vast and varied consumer base has been bridged by introducing “contain no fruit in a hygienic convenient bottle packages”.

The company firmly believes in modernization and up gradation of facilities in order to offer its customers the very best. A close or newer and better food technologies emerging in the world and the company is known to immediately implement the latest breakthrough at its modern hi-tech plant.

The significance of the five p’s, the product, packaging, pricing, place and promotions has been used to fine turn the strategies. The core management team controls the entire network

on all India bases and finally monitors the movement of the product in the market place. The daily feedback allows for prompt and swift corrective action to tackle problems, strengthen the brand and achieve rapid growth for all those who associates with its publicity and advertising strategies have been designed to be in tandem with the market needs, and this is expected to further boost the sales as well as create a brand name to reckon with.

SALIENT FEATURE OF THE COMPANY

1. Date of incorporation : - 12.05.19672. Commencement of production : - 16.07.19683. Registered office : - Jagatpur, Bhubaneswar- 7540214. Production capacity : - 40lakhs carats per annum.5. Go down stock capacity : - 1,50,000 carats6. Total land area : - 7.6 acres7. Built up area : - 2.5 acres8. Market covered : - Odisha

SALES AND MARKETING HIERARCHY OF PEPSICO INDIA

CEO

HOS HOS

TDM MDM

ADC BDC

CE ME

CEO – Chief Executive Officer

In charge of specific zones (e.g. north, south, east, west) and report to the corporate office.

HOS – Head Of Sales

He is the In-charge of day to day operations and supervision of all the functions within theorganizations including operations, logistics, sales and distribution, marketing. The UnitManager reports to the CEO.

TDM - Territory Development Manager

TDM is the in charge of the sales and distribution network of a particular territory within azone. Responsible for the daily, monthly and annual sales within the territory decides thedaily schemes for products and incentives for salespersons. He is also responsible for costeffectiveness, profit generation and profit maximization within the territory.

MDM - Marketing Development Manager

MDM is responsible for all the marketing activities and their effectiveness within a territory.Decides the format and time frame of the marketing and promotional activities and theincentives given to the retailers.

ADC - Area Development Coordinator

Reports to the TDM, and is in charge of a C & F center and the distributor point in the area.He is directly responsible for any issues in the area and is supposed to ensure the smoothfunctioning of the entire sales and distribution network in the area. ADC is responsible fortimely disposal of any issue faced by the retailers. He decides and approves the boards,displays and hoardings in the area.

SALES PERSON

MARKETING ASSISTANT

BDC - Business Development Coordinator

Reports to MDM, and is in charge of carrying out all the marketing activities in the area. Heis responsible for the execution and success of marketing and promotional activities.Coordinates with the outside agencies for displays, boards, checks conducted in the market.He is also responsible to keep a check on the expenditure of the marketing activities in themarket.

CE - Customer ExecutiveReports to the ADC and is in charge of the salespersons. He is required to visit the marketand accompany every salesperson as frequently as possible. He is the first person to getinformation about the market / area and is the first contact if the salespersons or retailers faceissue. He is responsible for assigning and achieving daily sales target given to thesalespersons.

ME - Marketing Executive

Reports to the MDC and is responsible for the daily functioning of the marketing activities inthe including awareness of promotions in the market and the response in the market.

Salesperson

They are the most important asset for the company as they are the ones who sell the products,are responsible for acquiring new customers, and retain the old ones. Their work also includesinforming the retailers about the promotions and any new scheme launched. They are alsorequired to push for the sale of any new product launched in the market and make sure that theretailers are following the company guidelines regarding the launch and the maintenance ofV.C. coolers. They report to the CE.

Marketing Assistant

Reports to the ME and is responsible for the distribution and usage of the displays and boardsin the area. Also has to check whether retailers are following the guidelines of the companyregarding promotional displays, other displays and displays in the V.C coolers.They report to the ME. Pepsi is one of the most well known brands in the world todayavailable in over 160 countries. The company has an extremely positive outlook for India.PepsiCo entered India in 1989 and is concentrating in three focus areas – Soft drink concentrate, snack foods and vegetable and food processing. Faced with the existing policy framework at the time, the company entered the Indian market through a joint venture with Voltas and Punjab Agro Industries. With the introduction of the liberalization policies since 1991, Pepsi took complete control of its operations.

DEPARTMENT OF SMV BEVERAGE PVT LTD

The bottling plant of Jagatpur, Bhubaneswar is a franchisee operated bottling operation plant and is owned by Jaipuria group. Previously the Goenka owned it, but it was brought over by the Jaipuria and many infrastructures have been added since, not to mention the state of art plants with major automation.

SMV Beverages Pvt. Ltd. do the bottling and the marketing division is SMV Beverages Pvt. Ltd. at the top of the organization hierarchy is Mr. Anil Goel (CEO), between known as BUM and business unit manager in the state.

BASIC FOUR DEPATMENTS ARE: -

1. FINANCE2. TECHNICAL3. HUMAN RESOURCES4. MARKETING & SALES

Mr. SANJAY KUMAR GUPTA is the head of the sales with 20 year of experience backing him up. Under him the other supporting bodies are…

1. Head of Sales (HOS)2. Territory development manager(TDM)3. Account development co-ordinates(ADC)4. Customer executives.(CE)

PROCESS OF MANUFACTURING

The process of manufacturing of aerated water (soft drinks) and fruits juice under pepsi brand is divided into mainly five parts such as:

1. Water treatment2. Syrup marketing3. Bottle washing4. Filling5. Crowning and coding6. Testing of the product

MARKETING SYSTEM

1. PRODUCT: -“Pepsi” carbonated water, sugar and added flavor package drinking water. Introduction of natural color drink is on the cards.

2. POSITIONING: -Besides retailing, the company focuses on institutional sales, special events to make the product available for additional mileage.

3. PRICE: -The company maintains a steady price due to tight competition. It encourages more retail margin as compared to the competitors. However company does not believe in compromising the quality of the product.

4. PROMOTION: -

Schemes and incentives are also given keep the eye on the competitive activity from time to time. Company has also introduced a consumer awareness scheme to create better brand awareness of the product.

5. PUBLICITY: -A company as promotional measure for value sale gives publicity. Adequate point of purchase materials, adequate display and participation in important local festivals are also part of the promotional measures of the company.

6. PROPAGANDA: -Information, ideas, or rumors designed to influence the way you think and act; propaganda may "stretch the truth" or it may not tell you the whole truth A way of manipulating people using images and words to achieve a desired affect or outcome. The deliberate spreading of such information, rumors, etc.Here Pepsi adapts this strategy of advertising by the help of the stars like cricket players, television rock stars like Deepika padhukon, Asin, Dhoni etc.

7. ADVERTISING: -Advertising is any paid form of non-personal presentation & promotion of ideas, goods, or services by an identified sponsor.Advertising plays a significant role in awareness creation & attitude formation. The company provides glow sign boards, fridge cover, night covers, hoardings etc. for its better advertising.

8. DISTRIBUTION CHANNEL: -Distributors are appointed all over Orissa for marketing the product. Customer executives are appointed by the company to support them in increasing the sale volume.

9. MARKETING STRATEGY: -Besides stamping the urban market, the company focuses on penetration in the periphery rural areas.

Operation in India:- BottlingInitially the focus of the Company remains on reaching all the markets and then the Company shifts its focus on increasing the frequency of sales in the respective markets so that the sales and profitability of the Company can be increased. Company (PepsiCo):PepsiCo India provides the salt to all the bottling plants in the Country that carry out the bottling operations.

PRICING LIST

Out let Rate C. Rate

Pack Size Pcs Rate Per Pec Rate Rate Per Pec Rate

300ML 24 214 9 240 12

600ML 24 454 19 480 30

2000ML 9 459 51 495 72

250ML 24 214 9 240 10

500ML 24 498 21 552 23

1200ML 12 532 44 576 48

200ML Slice 30 285 10 360 12

My Can 24 330 14 360 15

Pepsi D 24 564 23.50 600 25

FOCUS ON MARKETING STRATEGIES OF PEPSICO

The marketing strategy used by pepsi involves the following:-

1. Focus on availability of product in market.2. Focus on availability of product in outlet.3. Pepsi products visible to customer.4. Regular market vigilance by market developer.5. Distribution in according to locality.6. Focus on monopoly outlets.7. Aggressive outlets.8. Target core brands.9. Satisfy market priorities.

Focus on availability of product in market Pepsi works on “DIKHEGA TO BIKEGA” philosophy. This is the main formula for marketing strategy to each company. So availability of product in market is clear. For this reason, the market developer daily comes to the market to check the product availability.

Focus on availability of product in outletThere is a difference between availability of product in market as well as in outlet. So pepsi wants its product to be available in each outlet in the market.

Pepsi products visible to customer

The aim of pepsi is that its product should visible to the customers so it provides visicoolers at reasonable price to the outlets. Availability of visicooler ensures that more products are visible to the customer.

Regular market vigilance by market developerTo know the position of pepsi products in the market, Pepsi appoints some executives those go to the market and check availability of products, and take care of the assets, check visicooler, talk to the outlet owners about any problem and take feedback about the product.Distribution in according to localityPepsi distributes its product according to locality. Say for example it distributes more RFB in area where there are more bars and restaurants.

Focus on monopoly outletsOutlets which sales only products are known as MONOPOLY outlet. These monopoly outlets give more sales to the company. So company gives extra schemes, discount gifts to those outlets.

SCHEME IN PEPSI SOFT DRINKS

REFILLING SCHEME for the retailer purchase of 1 case of RGB (Returnable Glass Bottle) two or three bottle free.SCRATCH CARD:- For the retailer winning prize by scratching lucky coupon.UTC: (UNDER THE CROWN) for both the retailer as well the customer will get the amount coded under the crown.QPS: (quantity per sale) this scheme is only for retailer to motivate for high selling volume. In this scheme they will get free bottles according to the cases of PET, RGB, CAN and AQUAFINA.KEY ACCOUNT: In this scheme the company ties up with mail, restaurant, big retailer shop and hotel on the basis of annual sales volume. The company may tie up to Rs. 10 or 25 per case selling.CARD ACCOUNT: - Under the scheme the company ties up with beetle shop, small shopkeeper, retail outlet at Rs. 3 or 5 per case selling.DISPLAY SCHEME: -Under this scheme company give gift to the retailer who displays the pepsi products in the visit very well.Chalo bazaar day: Focus month objective (FMO): If there is any brand which was not sell properly in previous month then it should be the next month target to increasing sell of that product

PACKAGING

PepsiCo is an industry leader in packaging – helping to promote and implement standards for sustainable packaging.

We distribute our products in a variety of packages, each carefully designed to deliver convenience and appeal to our consumers while protecting the integrity of our products. Our team of engineers and packaging suppliers are dedicated to finding preferable designs, and are working continuously towards improving our packaging performance while reducing our packaging footprint.

We are committed to bringing our environmental responsibilities to all areas of our business. We are continuously improving our environmental programs and exploring solutions to environmental challenges through socially responsible, scientifically based and economically sound methods. We pass this commitment along to our suppliers and our consumers in an effort to do our part.

Our goals are to design and develop packaging systems that are environmentally responsible throughout their entire life cycle, inspire consumers who want to live more environmentally

sustainable lives by promoting recycling, and partner with leading organizations to promote sustainable packaging and recycling practices.

Through ongoing engagement with our packaging suppliers, we are working towards a position where all of our operations use the most environmentally suitable packaging available in their country of operation.

SWOT ANALYSIS

SWOT analysis is a simple framework for generating strategic alternatives from a situation analysis. It is applicable to either corporate level or the business unit level and frequently appears in marketing plan. SWOT stands for strength, weakness, opportunity & threat analysis.

STRENGTH:-

Brand image of the company. Strong brand equity. Catching the pulse of the consumer, offering good taste and better quality. Heavy investment in advertisement and brand promotion, product design and

human resources. Market share of the company. Focus on innovative products. Co-operative staffs of the company. Operational capacity of the company. Variety of scheme provided by the company for the retailers.

WEAKNESS: -

PepsiCo production is really expensive because of the need to constantly develop new products to meet the changing customer demands.

High demand and low supply in season time. Low market share in peak season. Poor feedback from retailers.

OPPORTUNITY: -

Company can attract retailers by giving more schemes to the retailers. Opening in market for less costly products.

Compete in more than one industry. Retailer will get maximum profit margin. Profit margin is good by adapting update and aggressive marketing strategy. Company can break the mix monopoly outlets. The world’s demand is experiencing a growth with the sport drinks, bottled water,

and energy drinks. THREATS: -

Competitors may come with new strategy. Fierce competition from coco cola, which owns the largest piece of the market

share. External problem may affect company image. Customers are getting more conscious and concerned about their eating habits and

general health. Breaking of Pepsi monopoly counters by giving gifts. Market demand is very seasonal.

PEPSI V/S COKE

The Coca-Cola Company has historically been considered PepsiCo’s primary competitor in the beverage market, and in December 2005, PepsiCo surpassed The Coca-Cola Company in market value for the first time in 112 years since both companies began to compete. In 2009, the Coca-Cola Company held a higher market share in carbonated soft drink sales within the U.S. In the same year, PepsiCo maintained a higher share of the U.S. refreshment beverage market, however, reflecting the differences in product lines between the two companies. As a result of mergers, acquisitions and partnerships pursued by PepsiCo in the 1990s and 2000s its business has shifted to include a broader product base, including foods, snacks and beverages. The majority of PepsiCo's revenues no longer come from the production and sale of carbonated soft drinks. Beverages accounted for less than 50 percent of its total revenue in 2009. In the same year, slightly more than 60 percent of PepsiCo's beverage sales came from its primary non-carbonated brands, namely Gatorade and Tropicana. PepsiCo's Frito-Lay and Quaker Oats brands hold a significant share of the U.S. snack food market, accounting for approximately 39 percent of U.S. snack food sales in 2009. One of PepsiCo's primary

competitors in the snack food market overall is Kraft Foods, which in the same year held 11 percent of the U.S. snack market share.

SLOGANS OF PEPSI

LOGOS

CHAPTER 3

RESEARCH METHODOLOGY

LIVE PROJECT IN BHUBANESWAR MARKET

During my 60 days of project, I worked in Bhubaneswar market under SMV BEVERAGE PVT. LTD. with the following team members.

1. Sanjay Kumar Gupta (Head of sales)

2. Priyaranjan Nayak (T.D.M)

3. Bijay Kumar Dash (A.D.C)

4. Kumar Puspaj (B.D.C)

WORKING PRINCIPLE: -

From the first day of my project I went to Pepsi Depo in Bhubaneswer market on 05/05/14 with salesman & PSR, they gives us a practical view, How to communicate/interact with the retailers, How to collect the in-depth data from the retailers and they give various short forms to write-down quickly of the data supplied by the retailers. They give me a root chat in which 130 counters are there for survey.

On beginning of my project I touches the following areas;-

Unit 8, Delta Square, Sirpur, Ganganagar, chandrasekharpur (Traditional Marketing).Reliance Supermarket , Reliance Fresh, Pal Heights, Big Bazaar, Monginis, Paris Bakery (Modern Trade).

In this way I covered the total of 100 outlets of my root and put them in the EDSR form and give it to ADC & HOS sir.

Then we travels with the company auto for increasing of sales and order booking of each counter in every root. In this process I personally help the salesman a lot in making up & down of the crates and arranging them visi cooler in a sequence. I asked the retailers lot of questions such as:- which brand demands more, how much they keep in stock, about the service, visi status, any problems that have been faced by the retailers by keeping the Pepsi product and at the same time I pushed a lot to the retailers to purchase every varieties of Pepsi not only the Pepsi monopoly counters but also the mix monopoly outlets.

After that I went to the market with the company auto for breaking the coke monopoly counters by providing much more schemes than that of the coke company, and in this I got a little bit of success. After 15 days of order booking and breaking the counters I collect the crowns & yesterday sales form the mix monopoly counters for determining the market share of both Pepsi and coca-cola.

After that I went to market with my own prepared questionnaire and consumer feedback form from various retailers & consumer and can able to know about background of the company and what changes they want for implementing so that the sales volume wills increases.

I tried my best to implement those strategies and providing regular schemes to them as quickly as possible after its dispatch from the company.

RESEARCH METHODOLOGY

Marketing research is the backbone of marketing. The main objective of my study was to get information from the dealer regarding the sales of the CSD and non CSD products of Pepsi, and to look at the other feasible channel for the sales of those products.Meaning of Research Research in common parlance refers to a search of knowledge. One can also define research as a scientific research for pertinent knowledge or information on a specific topic. This is a systematic and objective identification, collection of data, analysis, dissemination and use of information for the purpose of assisting management in decision making related identification and solution of problem in the market

Universe of study : Bhubaneswar

Sample size : -100

Methods of study

I have divided my all study into three phases which are

1. Route visit

2. Outlet survey

3. Product survey

I have selected 100 outlet of simple and make comparative study between Pepsi and Coca Cola. There are several method for data collection, I have adopted one of them i.e. Sample

Size. Through questionnaire I have collected data for study. I have collect the data from retail outlet and take personal interview to distributor.

Non probability methods- Direct observation method, direct interview method, telephonic interview, questionnaire method and distributor or store audit method and crown count method etc.

Methods of data collection that I adopted

1. Primary data collection method.2. Secondary data collection method.

Primary data collection method

In this method of data collection I got directly interacted with the retailers and the customers asking for their needs and demands for the PepsiCo products and what are their view regarding to the company, products, services etc.

I had also collected data through the telephonic conversation with the retailers and the customers in this method.

I also collected data by the company EDSR form and with my own prepared questionnaire which is much more helpful to me in collecting the accurate amount that the retailers carry in their outlets. For the questionnaire look the appendix supplied at the end pages of the report.

Another primary method of data collection that I used is from the distributers and from the store house.

Secondary method of data collection

Secondary data were collected from the company web site i.e. www.pepsico.com, www.google.com, www.pepsiworld.com, www.pepsiindia.com, from the company magazines, from news paper like times of India, Indian express, Dharitri, Sambad, Samaya etc. and from our HOS and TDM sir.

Method of data analysisDifferent types of data analysis techniques are used in the research are.(a) Tabular analysis(b) Graphical analysis(c) Percentage analysis etc.

RESEARCH PLAN: -

To find out the stock of the different flavor I divided Bhubaneswar city in to some geographical areas and each part I visit 5 times to find out a particular sale of carats, pets, tetras and cans etc.

RESEARCH INSTRUMENTATION: -

Here the common research instrument is the EDSR form (every dealer survey report), OBGTM form (order booking go to market), questionnaire and the consumer feedback form.

Through these instruments the primary data is being collected from different retailers and the consumers, with booking the order supplied by the retailers for future.

CONTACT METHODS: -

At first I directly met the customers and introduced myself as a MBA student and then collected the data required for my project work such as name of the outlet, address, type of shop, working hours, monopoly counter of Pepsi or coca-cola or mix monopoly, problems and demands of each counter and at last how much quantity of each brand dose they keep in their visi and stock.

RESPONDENTS: - Mostly these following are the respondents of my questionnaire

General stores, beetle shops, hotels, restaurants, east food centre, mobile shop, net café, juice centre, ice cream parlor, ladies corner, grocery shop, omfed parlors, cake centre, medicine stores and many others.

CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

FROM THE CUSTOMERS OF PEPSI

1. WHICH DRINK DO YOU PREFER?

PRODUCTS %OF RESPODENTTea 32.18Coffee 18.39Cold drinks 40.22Juice 4.59Liker 4.59Total 100

TeaCoffeeCold drinksJuiceLiker

INTERPRETATION

From the above graph it can be concluded that the responsiveness of the preference of the product is good towards cold drinks and least were poor and fair.

2. If cold drinks then which company product you like most?

COMPANY PERCENTAGEPEPSI 36.78COCO COLA 44.82PARLEAGRO 11.49OTHERS 6.89

PEPSICOCO COLAPARLEAGROOTHERS

From the above graph it can be concluded that the responsiveness of the preference company is high towards coco cola and good towards pepsi and fair towards others drinks.

3. What kind of outlets has been used by you?

Particulars No of Respondent

Percentage

Grocery 20 20%

Convenience outlet

45 45%

Eatery 35 35%

GroceryConvenience outletEatery

INTERPRETATION: From the above table it can be observed that 45% are

convenience outlet, 35% are Eatery and 20% are Grocery.

It shows that the Convenience outlets are large in number and also the sale of soft

drinks is more in the convenience outlet than the other outlets.

4. What is the proportion of different companies soft drinks are available to you?

Particulars No of Respondent

Percentage

PepsiCo 30 30%

Mix (PepsiCo & Coca Cola)

70 70%

30%

70%

PepsiCoMix

INTERPRETATION: From the above table it can be observed that 70% of outlets have both coca cola and PepsiCo products while only 30% of them have only PepsiCo products. It shows that the mix outlets are more than the PepsiCo exclusive.

5. What is the product availability percentage of pepsi in outlets

BRANDNO OF OUTLET PERCENTAGE

PEPSI 40 40COCA COLA 60 60

INTEPRETATION

The coco-cola is holding comparatively higher share in the market compared to Pepsi. Pepsi is having is 40% and coca-cola is having 60% of market share.

PEPSICOCA-COLA

6. CONSUMPTION OF PEPSI BRAND

PEPSI 15%M.DEW 25%MIRINDA 7%SLICE 17%7UP 25%

AQUAFINA 11%

CONSUMPTION OF PEPSI BRANDPEPSIM.DEWMIRINDASLICE7UPAQUAFINA

INTERPRETATION

From the above Information this figure shows the customer satisfaction over 100percents in Bhubaneswar.

7. SUPPLY OF PARTICULAR PRODUCTS AS PER THE REQUIREMENTS OF RETAILERS.

COMPANY NAME % OF SUPPLYPEPSI 40%COCA-COLA 56%OTHER 4%

Sales

PEPSICOCA-COLAOTHERS

INTERPRATION:

In the above diagram Cola Cola is acquire 60% and 35% of Pepsi and remains are others company. Coca cola is highly capturing the market share.

8. SALES EFFECTING MEDIA

MEDIA REPONDENTSTELEVISION 60MAGZINES/NEWSPAPERS 10DISPLY BOARDS 20WALL PAINTINGS 8OTHER 2

MEDIA

TELEVISION MAGZINES/NEWSPAPERSDISPLAY BOARDSWALL PAINTINGSOTHER

INTEPRETATION:

A number of retailers agreed that television is an effective tool for advertising of products followed by display boards and wall paintings etc as is depicted by above graph.

9. TYPES OF SCHEMES LIKED BY RETAILER

TYPES OF SCHEMES NO OF OUTLETSFREE BOTTLE SCHEME 30LUCKY DRAWS 20DISCOUNT ON PRICE 35OTHERS 15

TYPE OF SCHEMEFREE BOTTLE SCHEMESLUCKY DRAWSDISCOUNT ON PRICEOTHERS

INTERPRETATION

The above graph clearly shows that most of the retailer want discount on price on buying of different flavor of Pepsi products during the period of survey by the company. So that more retailers will get attracted by the schemes and buy more products and will automatic increase.

10. Is Schemes given by company are satisfactory?

Particulars

No of Respondent

Percentage

Yes 80 80%

No 20 20%

INTERPRETATION:

From the above table it can be observed that 90% of the retailers are satisfied with the calls by a company during scheme timings and 10% are not satisfied with the calls. It shows that the company timely informing about the schemes to the retailers.

80%

20%

Response of Retailer

YesNo

1. How much of the business you do, from Pepsi?

With the help of this question I tried to find out that how much a businessman do a business from the product of Pepsi, and I found that convenience shops (i.e. general stores, betel shop, stationary shop etc.) are having a great role in sale of Pepsi, in these shops, about 60% of business comes from the sale of soft drink. This percentage of contribution or business of each dealer depends upon the type of shop and the location of shop. As we have talked, that in this survey we are having mainly three types of shops i.e. convenience, grocery and eatery. In these categories, a convenience shops are having a very high percentages of business which they do from Pepsi, there is very minimal effect of location on these types of shops. Likewise an eatery shops are having a second position in this question and they do about 25% of business but their business is effected from the location and similar in the grocery shops, having a least business i.e. 15% and also affected from location.

2. Which is your favorite product?

Through this question I tried to ask about the sale of an individual product of Pepsi and Coca-Cola. The figure that I found is as:- among of all product 7UP is favorite. among of a l l the dea le rs wi th 15% of p re fe rence , S l ice hav ing the percen tages of p re fe rence i s 12%, Mountain Dew and Sprite are having the percentage of preference are 11% these two product is followed by the another product. After that Mirinda and Fanta are having the preference of the Consumers respec t ive ly 10% and 9%. Thumps up and Maaza a re hav ing the percen tage of    preference are respectively 8% and 7% and Pepsi and Limca both having 6% preference and at the end point Coca Cola having 5% of consumer preference.

3. How satisfied are you with the SCHEMES of PEPSI?

This is another question which tell us about the opinion of the dealers for Schemes, which is provided by the company to push the product and generate the sale of product in the market. So after analyzing this question I found that 62% of dealers are very satisfied with the schemes,27% are quite satisfied, 6% dealers are neither satisfied nor dissatisfied, 5% of dealers are quite dissatisfied and I glad to find out that there is no one dealer which is fully or very dissatisfied with the schemes facility of Pepsi.

CHAPTER 5

FINDINGS and SUGGESTIONS

FINDINGS

There are 40 % people prefers cold drinks and 44% peoples prefer coco cola.

Out of 100 outlets Pepsi is having 25 outlets and there are 48 outlets who are selling both Pepsi and coca-cola.

It has been found that there is low demand of Pepsi product as compared to coca-cola.

The demand of Mountain Dew and Slice, 7up is more than supply in the market and the supply of all flavors is a major issue in the market.

The sale of Thumbs up is more than the Pepsi due to its strong taste which is liked by the consumers.

All retailer are not benefited by the schemes, because we give scheme on a higher purchase, small retailers are not getting the schemes.

Consumers are expecting some scheme and more retailers wants price discount scheme.

Pepsi doesn’t facilitate credit facility for the retailers but whereas retailers has to give on credit basis.

In case of new customer the retailer can try to convince him or her to take other product.

Coca-Cola is providing more promotional efforts than Pepsi that satisfies the retailers.

There is a gap between the retailers and the company.

Distributers are not satisfied with the services like margins, product availability, and credit facility.

Retailers are not happy with the MDC (Marketing Development Coordinator) of PepsiCo. Retailers are saying that what they promise, do not fulfill that.

Marinating good relationship with the retailers as well distributors is very important for having a strong distribution channel.

Visicooler have an important role in enhancing the distribution channel and policy.

Time concern is very important in good distribution channel, it means providing product at retailers door within a time.

Company should provide better facility of logistics because without logistics any company cannot maintain good distribution status.

SUGGESTION

Create awareness: The company has to take care of awareness creation about the products among customer.

The company has to identify the potential customer. Production promotion strategy should be improved. Company should consider the present competition and should act according to

the customer needs. The way to adopt new strategies to attract customers. The way to convince customer. The company must identify its new opportunities. The company must try to also identify its threats towards other soft drinks. Quality of PET bottle should be improved so that most problems can be

minimized. Soft drinks is still considered a treat virtually a luxury, so it possible company

should cut down its price especially of cans. Supply of posters, glow-sign boards, tin boards, banners and pack sheets etc

should be made at regular interval. Wall painting should be made regularly in the area, as it is advertisement. Proper attention should be given to the retailer’s problem so that they take

interest to increase the sale. Proper advertisement should make at railway station, bus stand, posh area,

major market and economies place etc.

CONCLUSION

As we know that SMV Beverages Pvt. Ltd. is very big organization and market leader in soft drinks. It has maximum market share in 7up and Mountain dew, which are its main/core products, but it has certain limitations. With the help of research, company can find out its weak points in marketing and in sales and promotional activities and can increase its market share through rectify mistakes. People have believed in PEPSI’S products and they will accept its products also if effective actions were taken.

The survey resulted into following conclusions:

PEPSI must come up with new promotional actives such that people become aware about Pepsi products.

Quality is the dominating aspect which influences consumer to purchase Pepsi products, but prompt availability of other brands and aggressive promotional activities by others influences the consumer towards them and also leads to increase sales.

IN comparison to the Pepsi products, the other players such as Coca Cola, Parle agro etc. provide a better promotion and give competition to the hilt.

People are mostly satisfied with the overall quality of Pepsi, but for existence in the local market SMV BEVWRAGES Pvt. Ltd. must use aggressive selling techniques.

CHAPTER 6

QUESTIONNAIRES

QUESTIONNAIRES

Dear Sir,On the behalf of PepsiCo Ltd. Please help me in doing my project by taking a couple of minutes to tell me about the service that you have received so far. This will be used only foracademic purpose only.

(A) Name of the outlets: ...............................................................................(B) Address: .................................................................................................................................................................................................................(C) Name of the retailer: ..............................................................................(D) Type of retail shop: (E) (C) (G) (B)(E) Contact Number:________________________________

Which drink do you prefer?

o Teao Coffeeo Cold drinkso Juiceo Liker

If cold drinks then which company product you like most?o Pepsio Coco colao Parle agroo Others(please write)

What kind of outlets has been used by youo Groceryo Conveniento Eatery

what is the proportion of different companies soft drinks are available to you

o Pepsicoo Mix(pepsi and coco cola)

What is the products availability percentage of pepsi in outlets

o Pepsi

o Coco cola

CONSUMPTION OF PEPSIo Pepsio Mountain dew

o Mirindao Sliceo 7up

SUPPLY OF PARTICULAR PRODUCTS AS PER THE REQUIREMENTS OF RETAILERS.

o Pepsi

o Coco cola

o Others

Which brand is preferred by the customer?

o Product No. of consumer %o Aquafinao Sliceo Mountain dewo Mirinda lemono Mirinda orangeo Pepsio 7 up

Sales affecting mediao Televisiono Magazineo Display boardo Wall paintingso Others

Types of scheme liked by retailero Free bottle schemeo Lucky drawso Discount on priceo others

Is Schemes given by company are satisfactory

o Yeso No

CHAPTER 7

BIBLIOGRAPHY

BIBLIOGRAPHY

WEBSITE ADDRESS:

www.pepsiworld .com.

www.pepsico.com

www.pepsiindia.com

www.pepsilogo.com

Books Refer:PHILIPS KOTLER: Principal of marketing

C.R.KOTHARI : Research methodology

S.P.KASANDA : Research methodology

V.S.RAMASWAMY: Marketing management