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“MARKET SURVEY OF PEPSICO

RETAILERS ON DISPLAY EFFECTIVENESS”

PROJECT REPORT SUBMITTED TO

UNIVERSITY OF PUNE

IN PARTIAL FULFILMENT OF REQUIREMENT FOR THE

AWARD OF DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY

JAMAAL KHAN

UNDER THE GUIDANCE OF

PROF. ASHOK K. TIWARI

JSPM‘S

JAYAWANT INSTITUTE OF MANEGEMENT STUDIES.

TATHWADE, PUNE-33

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DECLARATION

I, the undersigned, hereby declare that the Project

Report entitled ―Market survey of PepsiCo Retailers on

display effectiveness‖ written and submitted by me to the

University of Pune in partial fulfillment of the requirement

for the award of degree of Master of Business

Administration under the guidance of Prof. Ashok Tiwari

is my original work and the conclusions drawn therein are

based on the material collected by myself.

Place: Pune Research Student

Date: Jamaal khan

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CERTIFICATE

This is to certify that the Project Report entitled

“Market survey of PepsiCo Retailer’s on display

effectiveness” which is being submitted herewith for the

award of the degree of Master of Business

Administration of University of Pune, Pune is the result of

the original research work completed by Jamaal Ahmed

khan under my supervision and guidance and to the best

of my knowledge and belief the work embodied in this

Project Report has not formed earlier the basis for the

award of any degree or similar title of this or any other

University or examining body.

Place: Pune Research Guide

Date: Prof. Ashok Tiwari

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ACKNOWLEDGEMENT

Its gives me great pleasure in acknowledging the invaluable

assistance extended to me by various person in the

successful completion of the project.

I express my sense of independence gratitude to the Dr.

Rajashree Shinde, Director and Prof. Ashok K. Tiwari,

Project guide and other faculty member of Jayawant

Institute of Management Studies, Tathwade Pune – 33, who

guided and encourage me from time to time for the

successful completion of this project report.

My humble thanks to my all the professors for guiding me

during the two months training as my training mentor.

I express our thanks to Aradhana Soft drink Co. a sister

concern of PepsiCo India holding (p) Ltd. Kanpur, for

granting me the permission to work with the esteem

organization. I am also thankful to Mr. Amol Sharma

(TDM), Mr. Sameer wali (ASM) and Mr. Vaishnava

srivastava (CE) of Aradhana Soft drink Co. Kanpur, who

guided and helped us in all possible ways they could, at

every stage of the project.

I am also very thankful to MR. SAMEER WALI

Aradhana Soft drink Co. Kanpur, who was my project

guide during my training period. He helps me at every

completion stage of the project & provides me all the

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information that is necessary for the execution of the

project.

I would also like to thank all the Executives, distributers &

staff member attached to Aradhana Soft drink Co. Kanpur

who provided us all the relevant information and their kind

support, on the basis of which this report has been

prepared.

Lastly I would like to pay our special regards to my parents

for their encouragement and full support for completion of

this project work.

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EXECUTIVE SUMMARY

PEPSI is the world leader in the convenient foods and

beverages with the revenue of about $39 billion (2007-08)

and over 198000 (2008-09) employees. The companies

consist of the snack business of Frito lay NORTH

AMERICA. PepsiCo Brands are available in nearly 200

countries and territories.

In INDIA, the company has an extremely positive outlook.

PepsiCo gained entry to India in 1988 by creating a joint

venture with the Punjab government-owned Punjab Agro

Industrial Corporation (PAIC) and Voltas India Limited.

This joint venture marketed and sold Lehar Pepsi until

1991, when the use of foreign brands was allowed; PepsiCo

bought out its partners and ended the joint venture in 1994.

Beverage industry is one of the fast growing industries in

India. It can be divided into two sections i.e. carbonated

and Non –carbonated. The carbonated drinks can be further

classified into Cola, Lemon, Orange, Mango, and Apple

segments. Marketing includes all the activities like

promotion, distribution, advertising etc., to fulfill the all

segment of consumers. Marketing is also to convert social

needs into profitable Opportunities.

The study of “Market survey of PepsiCo Retailers on

display effectiveness” provides the details to inculcate the

efficiency. It is also requirement for the company to

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improve their service and quality for achieving their

ultimate goal.

The topic was allotted by the company and it was

required to collect the information about current status of

the Visi cooler that is given by the company to the retailer

for selling of soft drink of PepsiCo.

The main objective of the research was to know the

company‘s position in the soft drink market by doing Visi

purity & Charging of every visi cooler.

The location for the project was Kanpur (south) consisting

below mentioned area.

1) Rawatpur

2) Ashok nagar

3) Pandu nagar

The duration for the project was

1st June 2009 TO 30th July 2009

In this project the main purpose of the study was to visit the

outlet of PepsiCo & check the visi-purity & visi-charging

to know the status of sales & proper display of its products.

A list carrying name of outlet provided by PepsiCo & I

have to visit only those outlet which are mentioned in that

list because listed outlet are not performing up to the mark

of PepsiCo guideline. Planogram is one of the tool through

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which I have to make proper display of the product in the

visi-cooler so that every brand of PepsiCo could be visible

to the consumer.

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CONTENTS

Chapter No. Particulars Page No.

Chapter I Introduction 10-13

Chapter II Profile of the organization 14-41

Chapter III

Research Design &

Methodology

42-44

Chapter IV Conceptual Background 45-53

Chapter V Data Presentation, Analysis

& Interpretation

54-70

Chapter VI

Findings, Suggestions &

Conclusion.

71-74

Bibliography

Appendix/Annexure.

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CHAPTER I

INTRODUCTION OF PROJECT

Modern age is full of competition. Today only way of

success is continuous efforts towards the growing market

needs and satisfying them. It is the marketer‘s job to know

what the market speaks i.e. the ever changing needs of the

customer through market research & adopt them fruitfully.

It is must for all the companies to make policies according

to the customer and the government. Today to succeed,

organization has to target its customer needs, to create a

culture in the organization i.e. market conscious &

responsive to customer needs.

Soft drinks industry has become big business in

India in recent years. The soft drinks business underwent

major changes with the entry of PEPSI and re-entry of

COCO-COLA in India in the late 80s when Parle with

brands like Thumps up, Limca & Gold spot was a clear

leader. Coco-Cola took up the product line of Parle in

1993-94; today both brands are the Indians favorite soft

drinks.

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OBJECTIVES OF STUDY

This study offers an opportunity to the student of

management to develop the required skill and in sights for

making the best use of experiment and judgment to

practical life. To gain an insight into why individuals act in

certain consumption related way & Learning what &

external influence compel them to act as they do.

So the main Objective is to study of Visi purity &

charging of retail outlet in Kanpur south.

OBJECTIVES

To find out the most popular brand of PepsiCo &

satisfaction level of its retailers.

To check the Planogram (POG) norms, whether

retailers followed it properly or not.

To find the proper merchandizing and product display

in the outlet & relation between company & its

retailers.

To help the company in increasing its sales & finding

out the benefits of visi-charging.

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STETEMENT OF THE PROBLEM

―Market survey of PepsiCo Retailers on display

effectiveness‖

PepsiCo were facing problem regarding product availability

in visi-cooler & display of the product in the premises of

the outlet. So that as a result the sale of the product has not

been achieving the sales target set by the company.

SCOPE OF THE STUDY

The training in the organization is very important for a

student who is undergoing with such course. This course is

not the answer for the entire problem which arises in the

practical field. There is no certain formula for any

particular problem but the aim of this study is to develop

the ability of decision making. A right decision at right

time itself helps an organization to run smoothly.

This training in an organization given an idea how decision

are taken tact fully when any problem comes to an

executive. So the way of problem right decision making

and knowledge of different type of marketing activities

give much importance to the study. Though only in two

months it was not possible to understand it so deeply but an

overall idea could develop.

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LIMITATION OF THE STUDY

Since the product under study was consumer

goods, which requires a large sample to have a

correct study, a sample size of 100 Respondents

was too small for it. But time & money did not

allow Researcher to have a large sample. And

also to manage a large sample would also be

difficult by Researcher alone.

Mostly stress was given on primary data, as it

was difficult to collect Secondary data from

organization & distributors.

Some of the respondents were not co-operative and

many of them seem to be having no interest.

It is impossible to find out the problem faced by the

PepsiCo in a time span of 2 months.

Area was specified.

It is extremely difficult to persuade retailer to respond

to questionnaire.

The retailer knows us as people from Pepsi there by

the responses could have been biased.

The company does not provide any financial

assistance.

The time allowed for the project was short. It was

impossible to study deeply in that short period.

Region i.e., Urban area therefore the result are

applicable to Kanpur region only these findings

may not have much relevance in other regions of

different from rest of the country

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CHAPTER II

PROFILE OF THE ORGANISATION

PEPSICO HEADQUARTERS

PepsiCo World Headquarters is located in Purchase, New

York, and Approximately 45 minutes from New York City.

The seven building Headquarters complex was designed by

Edward Durrell Stone, one of America‘s foremost

architects. The building occupies 10 acres of a 144 Acre

complex that includes the Donate M. Kendall Sculpture

Gardens, A world acclaimed sculpture collection in a

garden setting. The collection of works is focused on major

twentieth century art, and Features works by masters such

as Auguste Rodin, Henri Laurens, Henry Moore, Alexander

Calder, Alberto Giacometti, Arnaldo Pomodoro & Class

Olden berg. The gardens were originally designed by the

World famous garden planner, Russell Page, and have been

extended By Francois Goffinet. The grounds are open to

the public and a Visitor‘s booth is in operation during the

spring and summer.

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COMPANY PROFILE

COMPANY : PEPSICO

TYPE : public

FOUNDED : New York (1965)

HEADQUATERS: purchase New York

AREA SERVED : Worldwide

KEY PEOPLE : INDRA K. NOOYI (CEO)

INDUSTRY : Non alcoholic beverage

Market cap : USD 107.19 Billions (2008-2009)

Revenue : USD 39.474 Billions (2007-2008)

Operating income: USD 7.170 Billions (2007-2008)

Net income : USD 5.658 Billions (2007-2008)

Total assets : USD 34-628 Billions (2007-2008)

Division : Food, American beverages,

Employees : 1980000 (2008-2009)

Website : www.pepsico.com

Address: Global Business Park, Tower – A, 4th floor,

Mehrauli-Gurgaon Road, Gurgaon 122002

Telephone: 91-124- 2880541

Fax: 91-124-2356270

Website: www.pepsiindia.co.in

Email: corporate.communications@intl.pepsico.com

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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.

.

MISSION

Our 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

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“PEPSI CO HISTORY” AN

OVERVIEW

1893--Caleb Brad ham, a young pharmacist from

New Bern, North Carolina, begins experimenting

with many different soft drink concoctions; patrons

and friends sample them at his drugstore soda

fountain.

1898--One of Caleb's formulations, known as

"Brad's Drink," a combination of carbonated water,

sugar, vanilla, rare oils and cola nuts, is renamed

"Pepsi-Cola" on August 28, 1898. Pepsi-Cola

receives its first logo.

1902--The instant popularity of this new drink leads

Brad ham to devote all of his energy to developing

Pepsi-Cola into a full-fledged business. He applies

for a trademark with the U.S. Patent Office,

Washington D.C., and forms the first Pepsi-Cola

Company.

The first Pepsi-Cola newspaper advertisements

appeared in the New Bern Weekly Journal .

1903--"Doc" Brad ham moves the bottling of Pepsi -

Cola from his drugstore into a rented warehouse; he

sells 7,968 gallons of syrup in the first year of

operation.

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Pepsi's theme line is "Exhilarating, Invigorating,

and Aids Digestion."

1904--Brad ham purchases a building in New Bern

known as the "Bishop Factory" for $5,000 and

moves all bottling and syrup operations to this

location. Pepsi is sold in six-ounce bottles. Sales

increase to 19,848 gallons.

1905--Pepsi-Cola's first bottling franchises are

established in Charlotte and Durham, North

Carolina. Pepsi receives its new logo, its first

change since 1898.

1906--Pepsi gets another logo change, the third in

eight years. The modified script logo is created with

the slogan, "The Original Pure Food Drink." There

are 15 U.S. Pepsi bottling plants. The Pepsi

trademark is registered in Canada. Syrup sales rise

to 38,605 gallons.

The federal government passes the Pure Food and

Drug Act, banning substances such as arsenic, lead,

barium, and uranium, from food and beverages. This

forced many soft drink manufacturers, including

Coca-Cola, to change their formulas. Pepsi-Cola,

being free of any such impurities, claimed they

already met federal requirements.

1907--Pepsi-Cola Company continues to expand; the

company's bottling network grows to 40 franchises.

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Pepsi-Cola sells more than 100,000 gallons of

syrup.

Pepsi trademark is registered in Mexico. Syrup sales

rise to 104,026 gallons.

1908--Pepsi-Cola becomes one of the first

companies to modernize delivery from horse drawn

carts to motor vehicles. Two hundred fifty bottlers

in 24 states are under contract to make and sell

Pepsi-Cola.

1909--Automobile race pioneer Barney Old field

endorses Pepsi-Cola in newspaper ads as "A bully

drink...refreshing, invigorating, a fine bracer before

a race."

1910--The first Pepsi-Cola bottlers' convention is

held in New Bern, North Carolina.

1920--Pepsi theme line speaks to the consumer with

"Drink Pepsi-Cola, it will satisfy you."

1923--Pepsi-Cola Company is declared bankrupt and

its assets are sold to a North Carolina concern,

Craven Holding Corporation, for $30,000. Roy C.

Megargel, a Wall Street broker, buys the Pepsi

trademark. Business and good will from Craven

Holding Corporation for $35,000, forming the

Pepsi-Cola Corporation.

1928--After five continuous losing years, Megargel

reorganizes his company as the National Pepsi -Cola

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Company, becoming the fourth parent company to

own the Pepsi trademark.

1931--U.S. District Court for Eastern District

Virginia declares the National Pepsi-Cola Company

bankrupt, the second bankruptcy in Pepsi-Cola

history. The Loft candy company acquires the

National Pepsi-Cola Company. Charles G. Goth,

president of Loft, assumes leadership of Pepsi and

commands the reformulation of Pepsi-Cola syrup

formula.

1933--By the end of the year, Goth‘s new Pepsi -

Cola Company is insolvent.

1934--A landmark year for Pepsi-Cola. The drink is

a hit and to attract even more sales, the company

begins selling its 12-ounce drink for five cents (the

same cost as six ounces of competitive colas). The

12-ounce bottle debuts in Baltimore, where it is an

instant success. The cost savings proves irresistible

to Depression-worn Americans and sales skyrocket

nationally. Caleb Brad ham, the founder of Pepsi -

Cola and "Brad's Drink," dies at 66 (May 27th, 1867

February 19th, 1934).

1935--Guth moves the entire Pepsi-Cola operation

to Long Island City, New York, and sets up national

territorial boundaries for the Pepsi bottler franchise

system.

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1936--Pepsi grants 94 new U.S. franchises and year-

end profits reach $2,100,000.

1938--Walter S. Mack, Jr., V.P. of Phoenix

Securities Corporation is elected President of the

Pepsi-Cola Company. Mack, who considers

advertising the keystone of the soft drink business,

turns Pepsi into a modern marketing company.

1939--The "Pepsi & Pete" comic strip introduces the

"Twice as much for a nickel" theme in newspapers.

Pepsi-Cola Company names Mack as CEO.

The Board of Directors removes Guth from the

Pepsi payroll after he plans to personally acquire a

competing cola.

1940--Pepsi-Cola Company makes advertising

history with "Nickel, Nickel," the first advertising

jingle ever broadcast nationwide on radio.

1941--The New York Stock Exchange trades Pepsi's

stock for the first-time.

In support of the war effort, Pepsi's bottle crown

colors change to red, white, and blue.

1943--Pepsi's theme line becomes "Bigger Drink,

Better Taste."

1948 - - Corporate headquarters moves from Long

Island City, New York, to midtown Manhattan.

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1950--Alfred N. Steele becomes President and CEO

of Pepsi-Cola. Mr. Steele's wife, Hollywood movie

star Joan Crawford, is instrumental in promoting the

company's product line.

Pepsi receives its new logo, which incorporates the

"bottle cap" look. The new logo is the fifth in Pepsi

history.

1953--"The Light Refreshment" campaign

capitalizes on a change in the product's formula that

reduces caloric content.

1955--Herbert Barnet is named President of Pepsi -

Cola.

1959--Pepsi debuts at the Moscow Fair. Soviet

Premier Khrushchev and U.S. Vice President Nixon

share a Pepsi.

1960--Young adults become the target consumers

and Pepsi's advertising keeps pace with "Now it's

Pepsi, for those who think young."

1962--Pepsi receives its new logo, the sixth in Pepsi

history. The 'serrated' bottle cap logo debuts,

accompanying the brand's groundbreaking "Pepsi

Generation" ad campaign.

1963--After climbing the Pepsi ladder from fountain

syrup salesman, Donald M. Kendall is named CEO of

Pepsi-Cola Company. Pepsi-Cola continues to lead

the soft drink industry in packaging innovations,

when the 12-ounce bottle gives way to the 16-ounce

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size. Twelve-ounce Pepsi cans are first introduced to

the military to transport soft drinks all over the

world.

1964--Diet Pepsi, America's first national diet soft

drink debuts. Pepsi-Cola acquires Mountain Dew

from the Tip Corporation.

1965--Expansion outside the soft drink industry

begins. Frito-Lay of Dallas Texas and Pepsi-Cola

merge, forming PepsiCo, Inc. Military 12-ounce

cans are such a success that full-scale commercial

distribution begins. Mountain Dew launches its first

campaign, "Yahoo Mountain Dew...It'll tickle your

innards."

1970--Pepsi leads the way into metrics by

introducing the industry's first two-liter bottles.

Pepsi is also the first company to respond to

consumer preference with light weight, recyclable,

Plastic bottles. Vic Bonomo is named President of

Pepsi-Cola. The Pepsi World Headquarters moves

from Manhattan to Purchase, NY.

1974--First Pepsi plant opens in the U.S.S.R.

Television ads introduce the new theme line, "Hello,

Sunshine, Hello Mountain Dew."

1976--Pepsi becomes the single largest soft drink

brand sold in American supermarkets. The campaign

is "Have a Pepsi Day!" and a classic commercial,

"Puppies," becomes one of America's best -loved

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ads. As people get back to basics, Pepsi is there as

one of the simple things in life.

1977--At 37, marketing genius John Scullery is

named President of-Pepsi-Cola.

1978--The Company experiments with new flavors.

Twelve-pack cans are introduced.

1980--Pepsi becomes number one in sales in the

take home market.

1981--PepsiCo and China reach agreement to

manufacture soft drinks, with production beginning

next year.

1982--Pepsi Free, a caffeine-free cola, is introduced

nationwide. Pepsi Challenge activity has penetrated

75% of the U.S. market.

1983--Mountain Dew launches the "Dew it to it"

theme.

1984--Pepsi advertising takes a dramatic turn as Pepsi

becomes "the choice of a New Generation."

Lemon Lime Slice, the first major soft drink with real fruit

juice, is introduced, creating a new soft drink category,

"juice added." In subsequent line of extensions, Mandarin

Orange Slice goes on to become the number one orange

soft drink in the U.S. Diet Pepsi is reformulated with

NutraSweet (aspartame) brand sweetener.

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1985--After responding to years of decline, Coke loses to

Pepsi in preference tests by reformulating. However, the

new formula is met with widespread consumer rejection,

forcing the re-introduction of the original formulation as

"Coca-Cola Classic."

The cola war takes "one giant sip for mankind," when a

Pepsi "space can" is successfully tested aboard the space

shuttle.

By the end of 1985, the New Generation campaign earns

more than 58 major advertising and film-related awards.

Pepsi's campaign featuring Lionel Ritchie is the most

remembered in the country, according to consumer

preference polls.

1986--Chairman Donald M. Kendall retires and is

succeeded by D. Wayne Calloway. 7UP

international is acquired in Canada.

Pepsi-Cola acquires Mug Root Beer.

1987-- Pepsi-Cola President Roger Enrico is named

President / CEO of Pepsi Co Worldwide Beverages.

Pepsi-Cola World Headquarters moves from

Purchase to Somers, New York. After a 27-year

absence, Pepsi returns to Broadway with the lighting

of spectacular new neon sign in Times Square.

1988--Craig Weather up is appointed President/CEO

of Pepsi-Cola Company.

1989--Pepsi lunges into the next decade by

declaring Pepsi lovers "A Generation Ahead." Chris

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Sinclair is named President of Pepsi-Cola

International. Pepsi-Cola introduces an exciting new

flavor, Wild Cherry Pepsi.

1990--American Music Award and Grammy winner

rap artist Young MC writes and performs songs

exclusively for national radio ads for Pepsi. Ray

Charles joins the Pepsi family by endorsing Diet

Pepsi. The slogan is "You Got the Right One Baby."

1991--Craig E. Weather up is named CEO of Pepsi -

Cola North America, as Canada becomes part of the

company's North American operations. Pepsi

introduces the first beverage bottles containing recycled

polyethylene terephthalate (or PET) into the marketplace.

The development marks the first time recycled plastic is

used in direct contact with food in packaging.

1992--Pepsi-Cola launches the "Gotta Have It"

theme which supplants the longstanding "Choice of

a New Generation." Pepsi-Cola and Lipton Tea

Partnership is formed. Pepsi will distribute single

serve Lipton Original and Lipton Brisk products.

Crystal Pepsi: a refreshing, clear soda that is

caffeine free has 100% natural flavors, no

preservatives and is low in sodium, goes national.

Mountain Dew introduces the popular theme line,

"Get Vertical."

1993--Brand Pepsi introduces its slogan, "Be

Young. Have Fun. Drink Pepsi." Pepsi -Cola profits

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surpass $1 billion. Pepsi introduces an innovative

24-can multi pack that satisfies growing consumer

demand for convenient large-size soft drink

packaging. "The Cube" is easier to carry than the

traditional 24-pack and it fits in the refrigerator.

1994--New advertising introducing Diet Pepsi's

freshness dating initiative features Pepsi CEO Craig

Weather up explaining the relationship between

freshness and superior taste to consumers.

Pepsi Foods International and Pepsi-Cola

International merge, creating the PepsiCo Foods and

Beverages Company.

1996--In February of this year, Pepsi makes history

once again, by launching one of the most ambitious

entertainment sites on the World Wide Web. Pepsi

World eventually surpasses all expectations, and

becomes one of the most landed and copied, sites in

this new media, firmly establishing Pepsi's presence

on the Internet.

1997--In the early part of the year, Pepsi pushes into

a new era with the unveiling of the Generat ion Next

campaign. Generation Next is about everything that

is young and fresh; a celebration of the creative

spirit. It is about the kind of attitude that challenges

the norm with new ideas, at every step of the way.

PepsiCo. Announces that, effective October 6th, it

will spin off its restaurant division to form Tricon

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Global Restaurants, Inc. Including Pizza Hut, Taco

Bell, & KFC, it will be the largest restaurant

company in the world in units and second-largest in

sales.

1998--Pepsi celebrates its 100th anniversary

PepsiCo. Chairman and CEO Roger A. Enrico

donate his salary to provide scholarships for

children of PepsiCo employees.

2000--Although Pepsi is a great place to work,

Steven Truitt (aka 'struitt') takes his skills and hard

work elsewhere (for more money of course!),

therefore putting an end to his Pepsi page! For

More information about Pepsi, choose a search

engine and search for 'Pepsi ' or visit

www.pepsi.com or www.Pepsi Co.com.

As an MNC, on the globe, Pepsi Foods Ltd is one of

the largest soft drink companies in the world with its

head quarters in New York.

Pepsi entered the Indian soft drink market in 1998

and began its production in May 1990 and soon it

was giving the local contenders to run for their

money in the soft drink market. It comes out with

dazzling marketing innovation that rocket the cola

market line selling the product through function,

Pepsi outlets. Pepsi‘s success in creating a brand

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almost from scratch in India is the stuff that

marketing case studies are made of. Given the

problems of doing business in markets like ours,

Pepsi entered the market as an under-dog. Its first

even advantage- it entered before Coke returned-was

considerable reduced by the enormous export

obligations stepped on the company. Yet right from

the beginning, Pepsi demonstrated a far more

focused approached .So while it entered the market

like any other MNC, it was quick to adapt, It

realized that consumers, particularly the youth, to

whom it consciously reached out, would identify

better with a brand that they see as global, yet

Indian, Pepsi was built as a desi brand. Hence its

deliberate attempt to build ad campaigns using the

popular Hinglish In the process, slogans like, ‗YEHI

HAI RIGHT CHOICE BABY – AHA‘ and ―YEH DIL

MAANGE MORE‖ became part of India‘s popular

consciousness. When Pepsi lost the bidding battle to

sponsor a Cricket tournament to coke, the loss was

turned into triumph with the catch line, ―Nothing

official about it‖. It cashed in on the untapped

consumer aspiration in smaller towns, the hinterlands

of metropolitan cities and now days the slogan which

is on air is ―YEH PYAAS HAI BADI‖

It showed a rare ability not only to survive, but also

grow through India‘s tortuous policy twists and

turns, which threw many other MNC‘s off balance.

Its top management team did not suffer from the

frequent changes seen at rival, Coke Consequently, it

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was able to unlike coke, which paid enormous prices

to buy out established local brands, and Pepsi

brought its own stuff over, and pushed those

aggressively with dealers, retailers and consumers.

Right now, it can bark its outstanding success in

building a brand that has become synonymous with

soft drinks across the length and breadth of the

country.

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SALES AND MARKETING

HIERARCHY OF

PEPSICO INDIA.

MUM – Marketing Unit Manager: In charge of specific

zones (e.g. north, south, east, west) and report to the

corporate Office.

UM - Unit Manager: In charge of day to day operations

and supervision of all the functions within the organizations

including operations, logistics, sales and distribution,

marketing. The Unit Manager reports to the MUM.

32 | P a g e

TDM - Territory Development Manager: TDM is the in

charge of the sales and distribution network of a particular

territory within a zone. Responsible for the daily, monthly

and annual sales within the territory decides the daily

schemes for products and incentives for salespersons. He is

also responsible for cost effectiveness, profit generation

and profit maximization within the territory.

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 smooth functioning

of the entire sales and distribution network in the area.

ADC is responsible for timely disposal of any issue faced

by the retailers. He decides and approves the boards,

displays and hoardings in the area.

CE - Customer Executive: Reports to the ADC and is in

charge of the salespersons. He is required to visit the

market and accompany every salesperson as frequently as

possible. He is the first person to get information about the

market / area and is the first contact if the salespersons or

retailers face issue. Responsible for assigning and

achieving daily sales target given to the salespersons.

33 | P a g e

PSR – Pre-sales Representative: 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

includes informing the retailers about the promotions and

any new scheme launched. They are also required to push

for the sale of any new product launched in the market and

make sure that the retailers are following the company

guidelines regarding the launch and the maintenance of

Visi coolers. They report to the CE.

DA – Delivery Agent: These are the people who are

responsible for delivering the PepsiCo products to the

retailers at their outlet with the help of delivery van. Their

duty is to supply the products on the basis of invoice issued

by the company.

34 | P a g e

Pepsi

Pepsi

Caffeine Free

Pepsi

Diet Pepsi

Caffeine Free

Diet Pepsi

Diet Pepsi Max

Jazz Diet Pepsi

Diet Pepsi

Lime

Diet Pepsi

Vanilla

Pepsi Wild

Cherry

Diet Pepsi Wild

Cherry

Pepsi ONE

Sierra Mist

Sierra Mist

Diet Sierra

Mist

Sierra Mist

Cranberry

Splash

Sierra Mist

Free

Cranberry

Splash

Tropicana

Tropicana

lemonade and

punches

Tropicana

Light

lemonade and

punches

Tropicana

Twister sodas

Ocean Spray

(License)

Mountain Dew

Mountain Dew

Diet Mountain

Dew

Caffeine Free

Mountain

Dew

Mountain Dew

Code Red

Diet Mountain

Dew Code

Red

Mountain Dew

Livewire

Mountain Dew

Voltage

AMP Energy

AMP Energy

AMP Energy

Sugar Free

AMP Energy

Overdrive

AMP Energy

Prelaunch

AMP Energy

Traction

AMP Energy

Elevate

AMP Energy

Shot

SoBe

SoBe juice

drinks, dairy,

and teas

SoBe Lean diet

juice drinks,

dairy, and teas

SoBe Life

Water

SoBe

Mug Root Beer

Mug Root Beer

Diet Mug Root

Beer

Mug Cream

Soda

Diet Mug

Cream Soda

No Fear

No Fear

No Fear Mother

load

Sugar Free No

Fear Mother

load

Dole (License)

Dole juices and

juice drinks

Dole Plus

fortified juices

Outside North

America

Mirinda

7UP

(International)

Pepsi Limón

Kas

Teem

Pepsi Max

Pepsi Light

Manzanita Sol

Paso de los

Toros

Fruko

Evervess

Yedigun

Shani

Fiesta

D&G (License)

Mandarin

35 | P a g e

Ocean Spray

juices

Ocean Spray

juice drinks

Ethos Water

(License)

Manzanita So

Slice

Fruit Works

juice drinks

Mirinda

Adrenaline

Rush

Aquafina

Aquafina

Aquafina

Flavor Splash

Aquafina

Sparkling

Starbucks

(Partnership)

Frappuccino

ready-to-drink

coffee

Starbucks

Doubleshot

Starbucks

Double shot

Energy

Starbucks Iced

Coffee

Lipton

(Partnership)

Lipton Brisk

Lipton Iced Tea

Lipton Pure

Leaf

(License)

Radical Fruit

36 | P a g e

PEPSICO INDIA’S EXPANSIVE

PORTFOLIO

Refreshment beverages

37 | P a g e

Sports drinks

100% natural fruit juices and juice based drinks

Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low

calorie options– Diet Pepsi and 7Up Light; hydrating and

nutritional beverages such as Aquafina drinking water,

isotonic sports drinks - Gatorade, and 100% natural fruit

juices and juice based drinks – Tropicana, Tropicana

Twister and Slice. Our local brands – Lehar Everest Soda,

Dukes Lemonade and Mangola complete our diverse

spectrum of brand

38 | P a g e

PEPSICO SKU’s

39 | P a g e

FUTURE PLAN OF PEPSICO

Pepsi plans low-cost beverages, snacks to fight

anemia

PepsiCo India expects to test-market its products to fight

anemia among rural women sometime next year. The soft-

drinks major are working on low-cost prototypes of both

beverages and snacks that can deliver the benefit.

Mr. Sanjeev Chadha, Chairman, PepsiCo India, in an

interview to Business Line, said, ―The price of the product

has to be affordable to the bottom of the pyramid; we are

looking at a consumer price of between Rs 1 and Rs 2 per

serve.‖

This is a global project, he said, with India being the lead

country. The product is being developed through close

teamwork between our local R&D teams and our global

experts. ―The team is making rapid progress. We tried

some very exciting prototypes in the past month. The next

major step will be clinical trials to ensure that the product

delivers in the Indian environment,‖ he elaborated. As per

the National Family Health Survey 2005-06, 50 per cent of

young Indian women, irrespective of income, suffer from

iron deficiency.

Aug 7,

2009 - Frito-Lay India announces Chitrangda Singh as

the new face of Aliva

Aug 3,

2009 - TA Sekar & Wasim Akram Impressed with

India‘s Gen-Next of pace bowling at the

40 | P a g e

Gatorade Centre for Pace Excellence

Aug 3,

2009 - PepsiCo‘s Nimbooz makes its debut in Tamil

Nadu

July 29,

2009 - PepsiCo India shows revolutionary results with

its Direct Seeding initiative

July 27,

2009 - PepsiCo's Nimbooz makes its debut in

Karnataka

July 27,

2009 - Pace Legend Wasim Akram inaugurates

"Gatorade centre for pace excellence ―in Delhi

June 4,

2009 - Frito-Lay India Delivers a Cracker of a Launch

with Aliva

June 1,

2009 - PepsiCo Doubles Investment in India in 2009

May 27,

2009 - Pepsi‘s ‗First Ball ka Captain‘

May 12,

2009 - Think gold this summer with 7UP ‗Sone Ke

Nimbu‘ offer

May 12,

2009 - Pepsi signs on boxing champion Vijender

Singh as its new Brand Ambassador!

May 09,

2009 - Diet Pepsi dons a new look and gets slimmer

April 28,

2009 - Kurkure Desi Beats in a Crunchy Wheat

Avatar!

April 15,

2009 - Nimbooz gives ‗Ekdum Asli Indian‘ tadka to

IPL ‗09

April 01,

2009 -

Pepsi Bowls Youngistaan over - Exciting, New,

Promotion at the ICC World Cup Twenty 20,

England '09

41 | P a g e

March

19, 2009 -

PepsiCo ushers a wave of change with the all

new, punchier & more powerful Pepsi for

Andhra Pradesh

March

05, 2009 - Mountain Dew unveils its new thematic TVC

for 2009 'Darr Ke Aaagey Jeet Hai'

March

05, 2009 - Mountain Dew unveils its new thematic TVC

for 2009 'Darr Ke Aaagey Jeet Hai'

February

27, 2009 - Pepsi to quench the thirst of mighty Mumbai

Indians at IPL 2009

February

27, 2009 - 7UP partners with Chennai Super Kings for IPL

2009

February

27, 2009 - PepsiCo launches Nimbooz, India's favorite

nimbu paani

February

25, 2009 - Katrina and Slice entice consumers to give into

Pure Mango Pleasure with its new campaign

February

23, 2009 - Mirinda unveils its Summer Campaign for

Tamil Nadu with Asin

February

13, 2009 -

Gatorade launches fast bowling training

academy in India ropes in Wasim Akram to

coach budding pace bowlers

February

11, 2009 - Pyaas badi ya connection? Pepsi re-thinks for

‗Youngistaan‘

February

05, 2009 - Refresh your senses with 7UP's new thematic

campaign - 'Mood ko do Lemon ka Lift'

January

29, 2009 - Pepsi partners with T-10 Gully Cricket as its

official beverage sponsor!

42 | P a g e

CHAPTER III

RESEARCH DESIGN AND

METHODOLOGY

INTRODUCTION

Marketing Research is a process of collecting and

analyzing marketing and ultimately to arrive at a certain

conclusion. Aradhana Soft Drink Company Is a concern

which is marketing the product having different brands of

soft drink. Thus a survey method of marketing research is

essentially exploratory in nature. Thus I opted for

―Questionnaire‖ method for conductive survey about the

marketing of Pepsi through retailer in Kanpur (south)

region.

Data source: - The various source of information

broadly divided in 2 categories.

(a) Primary source:-

Source from where first hand information are

gathered directly are called primary source and

information thus collected is called primary data. In

this study the primary data was collected from

RETAILER.

43 | P a g e

(b) Secondary source: -

The data that are collected for other purposes already

exist somewhere is called secondary data. With

regard to my study the secondary sources where

records of the company, Magazines, websites,

previous research on relevant topic and newspapers .

Research Type:-

Exploratory research: -

Exploratory research provides insights

into and comprehension of an issue or situation. It should

draw definitive conclusions only with extreme caution.

Exploratory research is a type of research conducted

because a problem has not been clearly defined.

Data collection technique

1) Primary Data: - Questionnaire Method.

2) Secondary Data:- Website, Books, company

publications & previous years project report.

44 | P a g e

Sample Description

1. Sampling technique:-

Non-probability sampling (judgmental)

2. Sample size: - 100 retailers supplying PepsiCo

brands in Kanpur south.

Sample analysis was done by means of statistical

tools.

45 | P a g e

CHAPTER IV

CONCEPTUAL BACKGROUND

“Market survey of PepsiCo Retailers on display

effectiveness”

The information related to the objectives of the study i.e.

A personal interview with each retailer with the

help of questionnaire was selected as the method of

collecting information regarding my objectives of the

study. The questionnaire was used in Kanpur (south) to

facilitate tabulation and analysis of data was designed for

segment retailers.

I have collected the information regarding the display of

the product in visi-cooler from PepsiCo retailers that how

they are performing the task about the display of the

product. Whether they are following the company

guidelines or setting their own standard while putting soft

drink visible to the consumer in the premise of their outlet

as a part visual merchandising.

The questionnaire was prepared by me and I was also filled

questionnaire myself while interviewing the retailers. I used

to go every outlet which is given by company and these

outlets were not performing up to the mark of PepsiCo‘s

46 | P a g e

guideline. For interview as far as those languages were

used which they can understand clearly; such as Hindi &

English. This is a comprehensive master plan of the study

undertaken, given a general statement of the method used

and procedure followed.

These information were collected through the questionnaire

method which included questions on finding out

information related to Planogram, status of visi-charging,

impact of prime location of Visi-cooler on sale & display of

the products in the premise of outlet as a part of

merchandising.

The display of the products plays a very significant

role in marketing of cold-drinks.

Display can be termed as the orderly, systematic,

logical & intelligent way of putting stock on the

floor. It has several aspects and involves SKU

planning, store windows & floor displays, signs,

space design, fixture & hardware, props and

mannequins. As retailing becomes increasingly

complex, creating the right atmosphere in the store

and presenting the merchandise in the right manner

becomes more & more important.

To produce good display, it is vital to understand the

product and the customer. Good display means a

selling space that is neat, easy to see, follow and

shop. It means merchandise arranged in a manner

that enables the customer to buy quickly, efficiently

and comfortably.

47 | P a g e

Planogram

A Planogram is a tool used by the retailer that helps

determine the location of merchandise within a

department. It is a diagram that visually

communicates how merchandise and props

physically fit onto a store fixture or window, to

allow for proper visibility and price point options. A

Planogram is created after taking into account

factors like product sales, the movement of the

products within the product category and the space

required for various products. They usually list the

exact number of square feet used for the various

products and the exact number of products to be

displayed in a particular

The various tools adopted by the company for

improving display effectiveness are as follows

DISPLAY ADVERTISMENT

Display advertising is a type of advertising that typically

contains text (i.e., copy), logos, photographs or other

images, location maps, and similar items. In periodicals,

display advertising can appear on the same page as, or on

the page adjacent to, general editorial content. In contrast,

classified advertising generally appears in a distinct section,

was traditionally text-only, and was available in a limited

selection of typefaces.

48 | P a g e

Display advertisements are not required to contain images,

audio, or video: Textual advertisements are also used where

text may be more appropriate or more effective. An

example of textual advertisements is commercial messages

sent to mobile device users.

One common form of display advertising involves

billboards.

ADVERTISMENT

Advertising is a form of communication used in helping

sell products and services. Typically it communicates a

message including the name of the product or service and

how that product or service could potentially benefit the

consumer. Advertising often attempts to persuade potential

customers to purchase or to consume more of a particular

brand of product or service. Modern advertising developed

with the rise of mass production in the late 19th and early

20th centuries.

Many advertisements are designed to generate increased

consumption of those products and services through the

creation and reinvention of the "brand image". For these

purposes, advertisements sometimes embed their

persuasive message with factual information. There are

many media used to deliver these messages, including

traditional media such as television, radio, cinema,

magazines, newspapers, video games, the carrier bags,

billboards, mail or post and Internet marketing. Today, new

49 | P a g e

media such as digital signage is growing as a major new

mass media. Advertising is often placed by an advertising

agency on behalf of a company or other organization.

Organizations that frequently spend large sums of money

on advertising that sells what is not, strictly speaking, a

product or service include political parties, interest groups,

religious organizations, and military recruiters. Non-profit

organizations are not typical advertising clients, and may

rely on free modes of persuasion, such as public service

announcements.

Money spent on advertising has increased dramatically in

recent years. In 2007, spending on advertising has been

estimated at over $150 billion in the United States and $385

billion worldwide, and the latter to exceed $450 billion by

2010.

While advertising can be seen as necessary for economic

growth, it is not without social costs. Unsolicited

Commercial Email and other forms of spam have become

so prevalent as to have become a major nuisance to users of

these services, as well as being a financial burden on

internet service providers. Advertising is increasingly

invading public spaces, such as schools, which some critics

argue is a form of child exploitation. In addition,

advertising frequently uses psychological pressure (for

example, appealing to feelings of inadequacy) on the

intended consumer, which may be harmful.

50 | P a g e

BANNER

A banner is a flag or other piece of cloth bearing a symbol,

logo, slogan or other message. Banner-making is an ancient

craft.

The word derives from late Latin bandum, a cloth out of

which a flag is made (Latin banderia, Italian bandiera).

German developed the word to mean an official edict or

proclamation and since such written orders often prohibited

some form of human activity, bandum assumed the

meaning of a ban, control, interdict or excommunication.

Banns has the same origin meaning an official

proclamation, and abandon means to change loyalty or

disobey orders, semantically "to leave the cloth or flag".

ADVERTISING BANNER

These are often made commercially on a plastic

background. The banner industry has been evolving from

the traditional cut-vinyl banners to banners printed with

large format & wide format inkjet printers on various vinyl

and fabric materials using solvent inks and up-curable inks.

Advertisements on the Internet which carry the shape of a

banner are also commonly called "banners".

51 | P a g e

BILLBOARD

A billboard is a large outdoor advertising structure (a

billing board), typically found in high traffic areas such as

alongside busy roads. Billboards present large

advertisements to passing pedestrians and drivers.

Typically showing large, ostensibly witty slogans, and

distinctive visuals, billboards are highly visible in the top

designated market areas. Bulletins are the largest, most

impactful standard-size billboards. Located primarily on

major highways, expressways or principal arterials, they

command high-density consumer exposure (mostly to

vehicular traffic). Bulletins afford greatest visibility due not

only to their size, but because they allow creative

"customizing" through extensions and embellishments.

Billboards are a great place to advertise business because

rather than you having to find your customers, your

customers will find your advertising.

Posters are the other common form of billboard advertising,

located chiefly in commercial and industrial areas on

primary and secondary arterial roads. Posters are a smaller

format than bulletins and are viewed principally by

residents and commuter traffic, with some pedestrian

exposure.

POSTER

A poster is any piece of printed paper designed to be

attached to a wall or vertical surface. Typically posters

52 | P a g e

include both textual and graphic elements, although a

poster may be either wholly graphical or wholly textual.

Posters are designed to be both eye-catching and convey

information. Posters may be used for many purposes, and

they are a frequent tool of advertisers (particularly of

events, musicians and films), propagandists, protestors and

other groups trying to communicate a message. Posters are

also used for reproductions of artwork, particularly famous

works, and are generally low-cost compared to original

artwork. Another type of poster is educational posters,

which may be about a particular subject for educational

purposes. Many people also collect posters, and some

famous posters have themselves become quite valuable,

collectors and vintage posters are usually framed and

matted. Posters may be any size.

SIGNAGE

Signage is any kind of visual graphics created to display

information to a particular audience. This is typically

manifested in the form of way finding information in places

such as streets or inside/outside of buildings.

Types of signage:

Oil Stock sign - massive signage for Oil Stockade.

Street signage - signs stamped out of metal with

lettering embossed or printed (or both).

53 | P a g e

Neon signage - Electric lighting

Modular signage - A signage system that consists of

pre designed elementary units.

Custom-made signage - Signs that are built from

scratch to suit a specific requirement presented by a

client or a specific project.

MCFT (Modular Curved Frame Technology) — A

contemporary fusion between custom-made signage

and modular sign systems that features a curved

profile.

LED sign (light-emitting diodes technology) — LED

lighting

Architectural Signage/Way finding Systems - A unified

system of signs for a single facility that aid in way finding

and identification of specific destinations within the

facility. Signs include building and room identification

signs, directional and informational signs and regulatory

signs. In the US, all such systems must comply with the

ADA.

54 | P a g e

CHAPTER V

DATA PRESENTATION, ANALYSIS AND

INTERPRETATION

There are more than 200 outlets are exist in study area

including Rawatpur, Pandu nagar & Ashok nagar but due to

time constraint those outlets are given to me by Sameer sir

which are not performing better up to the mark of

PepsiCo‘s guidelines. In Ashok nagar area only 48 outlets

are assigned to me & remaining outlets I had visited were

under the aegis of Rawatpur & Pandu nagar.

Areas covered by me are

1) Rawatpur

2) Ashok nagar

3) Pandu nagar

55 | P a g e

Type of outlet

Outlet type Respondents %age

Convenience 38 38

Grocery 45 45

Eatery 17 17

Total 100 100%

Interpretation: from the above chart we can conclude that

grocery shop (45%) followed by convenience store (38%)

are having majority of PepsiCo outlet.

38%

45%

17%

outlet type

conveniance

grocery

eatery

56 | P a g e

1. Most popular brands of PepsiCo.

Brands Respondents %age

Pepsi 08 08

Mirinda 27 27

7up 15 15

Mountain dew 43 43

Slice 07 07

Total 100 100%

Interpretation: from the above chart we can observe that

Mountain Dew (45%) followed by Mirinda (27%) is the

leading brands (in terms of sales) of PepsiCo in Kanpur

south.

8%

27%

15%

43%

7%

Most popular brands

Pepsi

Mirinda

7up

Mountain dew

Slice

57 | P a g e

2. Effect of advertisement on sales.

Interpretation: The above pie chart suggests that sales of

PepsiCo brands are affected by advertisement campaign.

66%

34%

advertisment effect

Yes

No

Parameter Respondents %age

Yes 66 66

No 34 34

Total 100 100%

58 | P a g e

3. Seasonal shortage of popular PepsiCo brands.

Interpretation: From the above pie chart it is clear that

majority of the retailer faces shortage of soft drinks 2 or

more than 2 times.

7%

12%

35%

46%

Sessional shortage of brands

0 times

1 times

2 times

More than 2 times

Option Respondents %age

0 times 07 07

1 times 12 12

2 times 35 35

More than 2 times 46 46

Total 100 100%

59 | P a g e

4. Scheme attraction, provided by PepsiCo.

Schemes Respondents %age

Free bottles on crate 48 48

Monopoly discount 31 31

Brands display scheme 06 06

Target based profit 15 15

Total 100 100%

Interpretation: The above chart clearly shows that 48% of

the retailers like free bottles scheme followed by 31% who

prefer monopoly discount.

48%

31%

6%

15%

schemes by PepsiCo

Free botteles on crate

Monopoly discount

Brands display scheme

Target based frofit

60 | P a g e

5. Behavior of PepsiCo officials.

Behavior Respondents %age

Excellent 03 03

Good 12 12

Satisfactory 41 41

Poor 31 31

Very poor 13 13

Total 100 100%

Interpretation: It is clear from the above chart that

behavior of officials is not up to the mark. Only 56%

retailers are satisfied (including excellent, good &

satisfactory behavior).

3%12%

41%

31%

13%

officials behaviour

Excellent

Good

Satisfactory

Poor

Very poor

61 | P a g e

6. Performance level of visi-cooler.

Performance

level

Respondents %age

Excellent 21 21

Good 58 58

Satisfactory 09 09

Poor 09 09

Very poor 03 03

Total 100 100%

Interpretation: from the above chart we can conclude that

performance level of visi-cooler is up to the mark. It is

happen due to frequent visit of technician.

21%

58%

9%

9%3%

visi-cooler performance

Excellent

Good

Satisfactory

Poor

Very poor

62 | P a g e

7. Retailer’s opinion on planogram (POG).

Option Respondents %age

Strictly followed 04 04

Wastage of time 27 27

Followed with

some changes

45 45

Useless 24 24

Total 100 100%

Interpretation: The above chart shows activation of

planogram in which 45% of the retailers had said that some

changes is necessary followed by 27% of the retailers who

said that it is wastage of time.

4%

27%

45%

24%

Responses for Planogram

Strictly followed

Wastage of time

Followed with some changes

Useless

63 | P a g e

8. Status of visi-charging on avg. customer visit.

Visi charging status Respondents %age

0-20% 02 02

21-40% 34 34

41-70% 45 45

More than 70% 19 19

Total 100 100%

Interpretation: from the above chart we can conclude that

avg. visi charging is lies between 41% to 70%. This is not

up to the avg. level fixed by PepsiCo.

2%

34%

45%

19%

Visi charging status

0-20%

21-40%

41-70%

More than 70%

64 | P a g e

9. Daily Sales of PepsiCo products in crates in a day.

No. of crates Respondents %age

1 to 2 07 07

2 to 4 12 12

4 to 6 58 58

More than 6 23 23

Total 100 100%

Interpretation: from the above pie chart we can assume

that 58% of the retailers sold the 4 to 6 crates per day

followed by 23% retailers who sell more than 6 crates.

7%

12%

58%

23%

daily sales of crates

1 to 2

2 to 4

4 to 6

More than 6

65 | P a g e

10. Peak session for soft drink sale.

Session Respondents %age

Jan. to mar. 00 00

April to June 56 56

July to sep. 44 44

Oct. to dec. 00 00

Total 100 100%

Interpretation: it is clear from the above chart that the sale

of PepsiCo products is more in April to June session

0%

56%

44%

0%

Sessional sale of soft drink

Jan. to mar.

April to june

July to sep.

Oct. to dec.

66 | P a g e

11. Effectiveness of Sales promotion technique of PepsiCo regarding

Nimbooz.

Promotional

effectiveness

Respondents %age

Excellent 00 00

Good 27 27

Satisfactory 51 51

Poor 19 19

Very poor 03 03

Total 100 100%

Interpretation: it is inferred from the above table that the

Sales promotion technique of its newly launched product

Nimbooz is satisfactory in the eyes of retailers.

0%

27%

51%

19%

3%

Sales promotion technique of Nimbooz

Excellent

Good

Satisfactory

Poor

Very poor

67 | P a g e

12. Sales impact of prime location of visi-cooler.

Option Respondents %age

Highly increased 37 37

Medium increased 29 29

Low increased 20 20

No effect 14 14

Total 100 100%

Interpretation: from the above chart we can conclude that the location of visi-cooler in

outlet play very vital role in improvement of sales.

37%

29%

20%

14%

prime location impact on sale

Highly increased

Medium increased

Low increased

No effect

68 | P a g e

13. Display of crates as a part of Merchandising in outlet.

Crate display Respondents %age

2 to 4 27 27

4 to 6 42 42

6 to 8 20 20

More than 8 11 11

Total 100 100%

Interpretation: from the above chart we can infer that 42% outlets are displaying the 4

to 6 crates as a part of merchandising.

27%

42%

20%

11%

Merchandising

2 to 4

4 to 6

6 to 8

More than 8

69 | P a g e

14. Problem solving approach of PepsiCo officials.

Option Respondents %age

1 to 2 days 21 21

2 to 3 days 15 15

3 to 4 days 19 19

More than 4 45 45

Total 100 100%

Interpretation: from the above chart we can conclude that PepsiCo is not considering

much focus on retailer‘s problem.

21%

15%

19%

45%

problem solving approach

1 to 2 days

2 to 3 days

3 to 4 days

More than 4

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15. Satisfaction from execution done by PepsiCo.

Option Respondents %age

Yes 24 24

No 68 68

Can‘t say 08 08

Total 100 100%

Interpretation: from the above chart we can infer that 68% of the retailers are not

satisfied by the execution done by PepsiCo at their outlet.

24%

68%

8%

Satisfaction from execution

Yes

No

Can’t say

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CHAPTER VI

FINDINGS, SUGGESTIONS & CONCLUSION

FINDINGS

On the basis of questionnaire I have found that sale of mountain dew is more as

compare to the other soft drink brand of PepsiCo.

Most of the retailers like free bottles scheme because it is more profitable than

monopoly & target based benefit respectively.

I was also observed that official‘s behavior is not up to the mark because there are

lots of complained by retailers regarding visit of the official‘s at their outlet.

Majority of the retailers are satisfied with the performance level of their visi-cooler

It has seen that retailers are not happy about the activation of planogram. They think

that it is affecting their sale.

58% of the respondents sells 4 to 6 crates in a day, while 23% retailers sells more

than 6 crate each day.

Peak session of sales of soft drink is April to June, 56% retailers agree with this

statement; while 44% said that peak session is July to Sep.

There is a very good response of newly launched product Nimbooz.

Prime location of visi-cooler plays very vital role in improvement of soft drink sales.

42% of the retailers display 4 to 6 crates as a part of merchandising, while 27%,

20%, & 11% are followed by displaying 2 to 4, 6 to 8, & more than 8 respectively.

45% of the retailers are unhappy with PepsiCo because they are very careless

about sorting out their problem.

I have found that 68% of the retailers are not satisfied with the execution done by

PepsiCo.

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SUGGESTIONS

PepsiCo should start the manufacturing of its own

packaged water pouch under the brand of Aquafina so

that there will be no problem of Visi-impurity. From

this step PepsiCo‘s product line as well as its revenue

would be increased.

Company should motivate their competent and honest

salesman so that they could provide schemes to the

retailers & make them happy

Supply van from warehouse should be departed on

time so that there would be no delay in delivery of

product. From this step retailers will be happier.

It is often seen that some salesman‘s don‘t intimate

schemes to the retailer & few of the retailer complaint

about it. So there should be frequent visits of

Customer Executives to their respective areas to keep

the shop-keepers benefited with various schemes.

Most of the retailers are complaining about non-

fulfillment of commitment regarding their leakage &

breakage. Company should make sure that the retailers

get fulfill their commitment on this issue so that they

will be satisfied.

PepsiCo should try to give some credit facility to the

distributors & retailers so that they can bring brands

more than their credit worthiness & try to sell

maximum no of SKU from their outlet.

Proper feedback system should be develop by its

officials & ensure a randomly visit of outlet by them.

It will help to build a strong & healthy relationship

between company & retailer

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CONCLUSION

The study reveals that the market share of Pepsi

in Rawatpur & Ashok nagar area is 61% as

compared to Coca-Cola is 39%. Thus Pepsi

having a clear edge over Coca-Cola.

Services after sales of Pepsi is not up to

satisfaction level is because, I found that few

retailers are active in display of Visi coolers and

glow sign boards provided by the company. But

in few outlets display system is out of order or

not properly working for the last few months or

a year, thus Pepsi management being casual in

this area. The rival company Coca-Cola being

very quick in this area.

Number of route vehicles for delivery of goods

is less than the required one for proper coverage

of whole area of Kanpur. Thus, just-in-time and

efficient delivery is affected.

Comparative advantage of Pepsi-field sales

personals are there to keep an eye on the whole

market and to approach where the problem

arises. Two way communications occurs for

transparency in business. Whereas Coca-Cola

Company is weak in this fields.

The study reveals the immediate steps are not

taken in the replacement of damaged or

breakage goods. The rival company. Coca-Cola

is very quick in this area and efficient also.

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The study reveals that there is lack of POP

(point-of-purchase) materials in few areas of

Kanpur region.

The study reveals that the commitment of

supplying gift items or incentive is not carried

out on scheduled time.

The study reveals that in prompting soft drinks

in a market, advertising media like glow sign

boards, hoardings, painting etc. plays a vital role

in grabbing interest of an outlets to sell soft

drinks. Some areas of Kanpur region are not

equipped somehow with these advertising

media. This media of advertising is used by both

the companies (Pepsi & Coca-Cola) only for its

consumer. This helps the company to let the

consumer know what their product is all about to

an edge its competitors.

The study reveals that the Cola flavor of Pepsi is

very mild in taste as compared to the Cola brand

of coca-cola, Thumps up.

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BIBLIOGRAPHY

REFRENCE BOOKS

G.C. Beri, Marketing Research, 3rd

edition, Mc Millan

India Ltd.

Ramaswamy & Namakumari, Marketing

Management, 3rd

edition, Mc Millan India Ltd.

Philip Kotler, Marketing Management, 11th

edition,

Prentice hall of India.

C.R. Kothari, Research Methodology

Swapna pradhan, Retailing Management, 2nd

edition,

TATA McGraw-Hill publishing co.

WEBSITES

www.Pepsico.com

www.Pepsizone.com

www.google.com

www.pepsiindia.com

www.wikipedia.com

www.scribd.com

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APPENDIX/ANNEXURE

QUESTIONNAIRE

Name of outlet: .…………………………

Contact no. .…………………………

Outlet ID: ………………………….

Owner‘s name: ………………………….

Type of outlet:

(a) Convenience (b) Grocery

(c) Eatery (d) Pan shop

(1) Which brand you sell the most from your outlet?

a) Pepsi b) Mirinda

c) 7up d) Mountain Dew

e) Slice

(2) Did the advertisement affect the sale of your outlet?

a) Yes b) No

(3) How many times you faced the shortage of the popular

brand of PepsiCo in a session?

a) 0 times b) 1 times

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c) 2 times d) more than 2 times

(4) Which type of scheme‘s provided by PepsiCo attracts

you?

a) Free bottles on crate b) Monopoly discount

c) Brand Display scheme d) Target based benefits

(5) What kind of behavior do officials have?

a) Excellent b) good

c) Satisfactory d) poor

e) Very poor

(6) What is the performance level of Visi-cooler?

a) Excellent b) good

c) Satisfactory d) poor

e) Very poor

(7) What do you think about Plano gram (POG)?

a) Strictly followed b) wastage of time

c) Followed with some changes d) useless

(8) On an average customer visit, what is the status of Visi-

charging?

a) 0-20% b) 21-40%

c) 41-70% d) more than 70%

(9) How many crates you sell in a day?

a) 1 to 2 b) 2 to 4

c) 4 to 6 d) more than 6

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(10) In which session sale of soft drink is more?

a) Jan. to Mar. b) April to June

c) July to Sep. d) Oct. to Dec.

(11) In your opinion, up to what extent sales promotion

technique of PepsiCo regarding Nimbooz has been

succeeded? (Level wise)

a) Excellent b) Good

c) Satisfactory d) Poor

e) Very poor

(12) What is the impact of prime location of Visi-cooler on

your sale?

a) Highly increased b) Medium increase

c) Low increase d) No effect

(13) How many crate‘s you display in the premise of your

outlet as a part of merchandising?

a) 2 to 4 b) 4 to 6

c) 6 to 8 d) more than 8

(14) PepsiCo sort out your problem within-

a) 1 to 2 days b) 2 to 3 days

c) 3 to 4 days d) more than 4 days

(15) Are you satisfied with the execution done by PepsiCo

at your outlet?

a) Yes b) No

c) Can‘t say

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PLANOGRAM

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