pepsico summer training report (1).doc

8/9/2019 pepsico summer training report (1).doc

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A INTERNSHIP REPORT

ON

CHANNEL DISTRIBUTION OF PEPSICO PRODUCT

FOR PARTIAL FULFILLMENT FOR THE DEGREE OF BACHELOR OF BUSINESS

ADMINISTRATION

(Affiliated to Lu!"o# U"i$e%&it'

Su)*itted To+ Su)*itted B'+

M%,Pa&-u.ati Nat- /e%*a Ra0 1u*a%

H,O,D2 Ma"a3e*e"t De.a%t*e"t2 Roll No, 454674646687

BBA FIFTH SEMESTER

GCRG MEMORIAL TRUST GROUP OF INSTITUTIONS2 LUC1NO9,


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AC1NO9LEDGEMENT

I2 Ra0!u*a%2 &tude"t of Ba-elo% of )u&i"e&& ad*i"i&t%atio" f%o* LU e:.%e&& *' 3%atitude a"d

t-a"!& to ou% Colle3e fo% .%o$idi"3 *e -i& $alua)le 3uida"e i" u"de%ta!i"3 t-i& .%o0et,

I #ould al&o li!e to e:te"d *' &i"e%e %e3a%d& to *' fault' 3uide u"de% #-o* I -a$e do"e *'

&u**e% t%ai"i"3 .%o0et a"d #-o -a& )ee" t-e &ou%e of *' i"&.i%atio" a"d -el.ed t-%ou3-out

t-e #o%!i"3 of t-i& .%o0et,

Ra0 1u*a%

Roll No, 45474646687


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Dela%atio"

I -e%e)' t-at I -a$e #o%!ed o" t-e to.i CHANNEL DISTRIBUTION OF PEPSICO

PRODUCT i" Lu!"o# f%o*

All t-e i"fo%*atio" t-at -a& )ee" olleted2 a"al';ed a"d dou*e"ted fo% t-e .%o0et i&

aut-e"ti .o&&e&&io" to *e,

I #ould li!e to ate3o%iall' *e"tio" t-at t-e #o%! -e%e -a& "ot )ee" a


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T it le .a3e "o,

Declaration..i

Acknowledgement..ii Executive summaryiii Prefaceiv

Introduction to te !tudy" # 11

$%&ective of te !tudy

Im'ortance and relevance of te !tudy

!co'e of te !tudyIntroduction of te !oft Drinks in India..(#22

)istory of !oft Drinks in India )istory of Pe'si Production Process Product *anufactured and *ain +onsumer

$rgani,ational !tructure.23#2-

)istory and $rgani,ational !tructure of um%ini /everages

Pvt. td. ucknow

A 0eoretical frame work of +annel of distri%ution2#32

+annel of distri%ution of um%ini /everages Pvt. td. ..3#2

!4$0 Analysis3#"

5esearc *etodology used in te study.#

Data analysis and inter'retation..(#2 6indings.3#"

!uggestions 7 5ecommendation#(

imitations..(8

+onclusion (3#("

/i%liogra'y(

Annexure..(#181


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INTRODUCTION

INTRO DUCTIO N TO THE STUD=


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!o tere can %e a satisfaction from te organi,ation side and 4en *r. 5a&eev 9andi

came into te 'ower as Prime *inister of India: ten it was ex'ected te li%erali,ation of

Indian economy. 0is was te ex'ectation of is modern conce't regarding every walk of life.

4en Pe'si as a''ealed on our collective consciousness of few years ago to %e more exact in

A'ril 1((. 4en it set u' o'eration for %everages snack foods and ex'ort %usiness. 0e

esta%lisment of *ultinational +om'any Pe'si was su''osing to 'rediction in 'resent Indian

%usiness scenario.Des'ite love for one;s own moterood and traditional conce't of Indian 'eo'le it was

assumed tat it is very ard to make and create taste and 'reference a%out soft drinks %ut des'ite

of aving so many confusion: no one was a%le to assume suc a wide acce'tance and it was

Pe'si+o. 4o could %e a%le to 'enetrate in Indian soil and it was te Pe'si tat as got not

only a 'lace in Indian os'itality: %ut also taken 'lace of traditional sar%at of lemon and sugar.

And needless to say anagal %ut 'resent is *r. P.*. !ina in

India. During tese years %everages %egin an exclusively francise o'erating %everages now as

five com'any owned %ottling o'eration ?+$/$@ te %usiness ex'ects to grow tree times faster

tan te industry growt rate 1((" and its vision is to %ecome IDIA;! /E!0 +$!B*E5

P5$DB+0 +$*PAC in all as'ect. 0e snacks %usiness as seen some ma&or success

and going for leadersi' too. Pe'si is a leader in te snacks food %usiness. 0e division 'lans to

introduction wide range of snakes in to Indian market in te next tree years. 0e restaurant

%usiness as also come entucky 6ried +icken ?6+@ as o'ened its first outlet at /angalore

Pi,,a %ut it also ex'ected to o'en restaurants sortly city wise. 4ole of te o'erations of Pe'si

in India as made a ra'id cange in Indian life style: wic is resulting in fast food life.


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Pe'si is a world leader in restaurant 7 soft drink weter it is in ondon or in

udiyana: America or Aameda%ad: /erlin or /om%ay: Paris or Patna: *ancester

or*adras.

Pe'si com'any as 'um'ed in 5s. 388 crores ? (" million@ as fres ca'ital and as recently

received 'ermission from te foreign investment %oard in 5s. 388 crores ?(" million@ more. 0e

investment 'ase will continue and could add unto 5s. -88 crores over te next tree years. 0e

figure is not cast in stone if volume exceeds according to ex'ectation. 0ey will increase ca'ital

ex'enditure.

A'art from tese tings tere is an ex'ression wic can not verify easily tat is Pe'si

as made Fualitative gains. 0e foremost is its image from %eing 'erennially seen as a losing

com'any it;s now got te image of %eing a winner. 0is ma&or turnaround is not small

acievement considering tat since it was esta%lised in 1(( taking te ard si' route 'rior to

li%erali,ation and weiged down %y ex'ort commitmentsG Pe'si as won more %attles tan it as

lost.

In A'ril 1((3 >oltas and Pun&a% Argo;s stakes were %ougt over

converting Pe'si foods from a tree way &oint venture to %e a fully owned su%sidiary week

%ottlers wo did not ave te financial ca'acities were given massive su''ort in te form in


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interest free loans to u'grade teir o'erating ca'acity . /ut te strategy wic as 'roved to %e

winner was te 'osition: Pe'si decided to take in +om'any $wned /ottling $'eration ?+$/$@.

6or tis anoter su%sidiary Pe'si+o. India olding was set u' as an investment veicle:

ca'itali,ed (" million dollar. 4itin a year 1(( Pe'si as %ougt over " %ottlers including

dukes in *um%ai: wic was running in *aarastra wic as %een %ougt over from >oltas

ig s'eed im'orted lines wit a s'eed of 88 %ottles 'er minute.


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OB >EC TI/E OF THE STUD=

*anagement is a course wic teaces te student to get te work done 'ro'erly from

different availa%le sources vi,. man: macine: material: money etc. te workers side wo 'lay a

significant role in acieving success. !o far te fulfillment or te management course: it gives

em'asis to 'ro&ect work and students learn ow to 'lan in 'ractical terms rater in terms of

teory only. !tudent tends to develo' analytical and 'ro%lem solving skil l. 4e necessary

%ecome motivated and com'etitive: in fact all te learning tat goes on for te two year term%ecome so muc te 'art of our tinking tat we develo'ed a well all rounded 'ersonality.

0e following are te o%&ectives and 'ur'ose of te study#

0o know a%out awareness of te Pe'si+o 'roducts of um%ini /everages Pvt td.

0o know a%out te factors affect te sale of te Pe'si 'roduct of um%ini /everages

td.

0o know a%out te Pe'si+o %rand 'roduct availa%le in te outlet.


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IMPORTANCE AND RELE/ANCE OF THE

STUD=

+old drinks were started wit te idea of Fuencing te tirst of te 'ersons traveling.

It was also felt tat relia%le good water was not availa%le everywere. !o 'eo'le would really

on teir 'acked %ottle and wit tis idea its makers made tese drinks availa%le mostly: at tose

'laces were water was not availa%le i.e. on igways and long distance trains.

/ut slowly and slowly wit its %eautiful taste tese %ecome very 'o'ular and now tey are

availa%le not only in te market and street corners: %ut also 'eo'le ave started kee'ing it in teir

ouse.

0e credit of 'o'ulari,ing te soft drink goes to +oca +ola. 0is was te drink wic is

liked %y all ladies: gents and cildren. ow day;s soft drinks are Fuencing tirst looks more

oftenH tey are taken due to a%its.

9old !'ort is considered as te first %randed soft drinks: esta%lised "3 years ago %efore

all em'owering +oca +ola faced com'etitions and its eu'oric image %uilt u' in te western

countries el'ed it get ready clientele and clamor. Parle Ex'ort Pvt. td. is regarded as te first

Indian +om'any introducing imca a leman drink com'lementary to it tis as also introduced

+ola Pe'one wic was witdrawn in te face of toug com'etition from +oca +ola.

4en +oca +ola %id a 6arwell in 1(--: Indian market was o'en for various new forward

'u%lising different %rands in te markets. Parle 'eo'le introduced teir +ola: 0um's B' wit amigty saying


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in India. 0ey are trying teir %est to regain 'restige wic it ad %efore. 0e muc rival of Parle

is Pe'si an American concern. It started %usiness on te Indian soil &ust a few years ago.

0oday: it as occu'ied 2J sares of !oft Drinks market in India. ow Pe'si is going all

out to 'rove tat tey are te %es t . /ut now due to some factors com'etition

among tem as %ecome stiffen. !o in tis way te im'ortant activities ave increased.


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SCO PE OF THE S TUD=

0e main sco'e of tis study is to ascertain te effectiveness of cannel of

distri%ution and various metods to increase te sales volume of te concern. 0e metods

include regular information to te %uyers creating a %rand 'osition in te market and taking

*easures to make te %rand remain in i t s 'osition. $ne of t e im'ortant as'ects of tis

study is also to increase te market segment for te 'roduct.


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INTRODUCTION TO THE SOFT DRIN1 IN

INDIA

)istory of te !oft Drink In India

)istory of Pe'si

Production Process Product *anufacturing and *ain +onsumers


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P%ofile of Pe.&i I"te%"atio"al

Pe'si is situated at !omers ew Cork in B.!.A. Indra ooyi is cairman and +E$ of Pe'si.

+ala% %radam A ort +arolina 'armacist concocted Pe'si#cola in te year 1(8 as a cure Dyes'sia

?indignation@: in 1(83: %usiness strategy worked 7 in 1(8" e %uilt in 1(8( e ad a ew Cork

auditing agency. Pe'si+o 6ood 7 /everages International: a full fledge co. earn s more ten alf of

its glo%al revenues from snack foods 7 fast foods. Pe'si+o;s ma&or /usiness includes Pe'si foods:

6+: 'i,,a ut: taco %ell 7 +alifornia 'i,,as is a world leader in restaurant %usiness also. Pe'si+o

gained entry to India in 1( %y creating a &oint venture wit te Pun&a% government#owned Pun&a%


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Agro Industrial +or'oration ?PAI+@ and >oltas India imited. Pe'si+o is a world leader in convenient

foods and %everages:

/everage industry is one of te fast growing industries in India. It can %e divided into two sections

i.e. car%onated and non#car%onated. 0e car%onated drinks can %e furter classified into Cola2

Le*o"2 O%a"3e2 Ma"3o 7A..lesegments etc.

*arketing includes all te activities like 'romotion: distri%ution: advertising etc.: to fulfill te

demands of all segments of consumers. *arketing is also to convert social needs into 'rofita%le

o''ortunities. !o tis to'ic 'rovides all te essentials to teoretical knowledge wit 'ractical

knowledge and to inculcate te efficiency. It is also a reFuirement for te com'any to im'rove its

service and 'roduct Fuality to acieve te ultimate goal.


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HISTOR = OF THE SO FT DR IN1 IN INDIA

+risto'er +olum%us as a traveler of world found a lot of new tings wic was not in

te eye of te world community wic is now in our istory %ut now if any one does travel to

wole 'art of world to get one ting in some form tat is Pe'si. 0ravel to any corner of te

glo%e you are sure to s'ot a la%el s'lased in %la,ing %lue: red and wite %ecoming you to

some


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advertising was on. Eac one was trying teir %est to %ecome te num%er one com'any wit

A; class 'roduct in te field of soft drink %usiness in India.

ow after a long ga'e te govt. of India as given 'ermission to te +oca +ola to start

teir %usiness in India.


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HIS TORY OF PEPSI

Pe'si+o is a B!A %ased com'any aving its ead Fuarters at ew Cork wit te net

wort of 38#8 million. 0e average sales of te com'any are a''rox (8 million %ottles 'er

mont. Pe'si made it first international move in 5ussia in 1("(. During te ruscev era:

witin 32 years Pe'si emerged as te %iggest com'etitor for +oca +ola. Pe'si is availa%le in 1""

countries.

In any soft drink: on te glo%e Pe'si food is one of te largest soft drink

com'anies in te world wit its eadFuarters in ew Cork. It was invented %y Parmacist +lu% D.

/aradam in 1( to cure te disease


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In A'ril 1((- te Pe'si cola international decided tat !teel +ity /everage will cover

sout /iar ?now *u,affar'ur@ only. In tis accordance Pe'si cola international decided to o'en

anoter %ottling 'lant at )a&i'ur named /everages Pvt. td. )a&i'ur wic will distri%ute

Pe'si 'roduct in wole /iar.


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PRO DUCTIO N PROCES S

0e 'rocess of manufacture of Aerated water ?soft drink@ like Pe'si %rand 'roduct is divided

into mainly five 'arts suc as

1. 4ater 0reatment

2. !yru' *aking

3. /ottle 4asing

. 6illing

". 0esting of Product

(4 9 ate% T % eat*e"t? +4ater treatment is very essential in soft drinks 'lants as te nature

and Fuality of water varies from 'lace to 'lace. 0o set uniform and standard water te

'rocess of treatment is carried on. 0e water taken out from %ore well %y te el' of

motor 'um' and 'i'e line are collected in storage tank were is 're clorinated %y

clorinators and %y te el' of 'i'e lines comes to treatment tank called coagulation

tank were to tis water solutions of different strengt of %leacing 'owder: ferrous

sul'ate: ydrated lime are added troug dosing 'um' to reduce alkalinity: ardness:

kill te %acteria .0e cemical are mixed %y mecanical stri''er and ten te sus'end


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mattress settle down as sludge and clear water 'asses to retention tank. 6rom tis tank:

te water 'asses troug sand filter containing fine sand and 'e%%les and car%on filter

containing granular car%on and finely troug water 'oliser: micron filter: and B> lam'

to ensure clear and sanitary water for use. 6urter water used in %ottle waser and %oiler

need softening .for tis 'ur'ose :te water from storage tank :after 'assing troug two

filter %eds contain fine sand and granular car%on res'ectively comes to 'ass troug %ad

resin were it is softened .tis soft water is essential to use in and %ottle waser to reduce

scale formation inside te macines.

(5 S' % u. M a!i"3 ? + 6or syru' making of 'articular %rand: calculate Fuantity of sugar water

activated car%on and ig flow su'er cell known as filter aid taken in to sugar to enter

steam and also filled %y a motor wit agitator. !ugar syru' called raw#syru' is

're'ared %y dissolving te sugar wit continuous stirring and eating %y steam su''lied

%y fired %oiler. 0is ot syru' %y te el' of 'um' is filtered troug a filter 'ress

attaced wit a series of Fuality filter 'a'er to se'arate out car%on 'articles. +lear ot

syru' %y te el' of !! 'i'e lines 'asses troug water P.).E. for cooling and te ten

anoter P.).E. circulated %y glycol for furter cooling. 0e cilled syru' comes to a

mixing tank to use calculating of sugar Fuantity %y /rix )ydrometer: concentrate added

and mix torougly %y a mecanical !tirrer fitted to te tank. 0is syru' is now finised

syru' ready for use. 0e concentrate mainly: te liFuid 'art are ke't in a cold

store: te tem'erature of finised syru' is also maintained %y air#conditioner. All te

containers used for syru' making are cleaned and saniti,ed %y !oda#/i#+ra%: strong

clorine solution and ot caustic soda solution.


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(8 B ottle 9 a & -i"3? /ottle wasing is an im'ortant 'art in soft drink 'lant. 0e em'ty

dura%le and returna%le %ottle used are returned from market in 'lastic carats are fed to a

%ottle wasing macine ?waser@. 0e macine as dou%le end system wi t c ircular

ca in to carry te %ottles. +austic soda 0r i #!odium Pos'ate: !odium 9lausonate

is adding to te caustic %y te su''lied. 0e +austic tank filled in wit water eated

%y steam su''lied %y te %oiler. 0e em'ty %ottles enter to te ot +austic tank in one

end and after %eing cleaned %y ot +austic solution and finally wased wit water

troug s'ray &ets fitted are discarged in oter end. 0e wased %ottle 'ro'er

ins'ections are !B 31( and !B "3 used for conveyor cleaned and smoot running of

cain carrying %ottles.

!B 28 and !B --3 is used for %ottle cleaning: sining: and mold removing.

(@ F illi" 3 ? +6inised syru' and treated water lime are commixed to a dosing 'um' wic

mixes syru' and water wit ratio of 1K" and te syru' mixed wit water enters to

car%onator tank to mix +$2 gas: wic is 'reserved in cylinder for use. 0e cylinders

are connected troug +$2 manifold to tank to use reFuisite Fuantity of gas. 0o

control +$2 'ressure and tem'erature of liFuidH we used recording control ?0aylor@.

0e syru' 'assed troug a P.).E. 4ic is called itself %y circulation of cilled

glycol su''lied cilling 6#22 gas used. 0e syru' %eing cilled easily mixed wit +$2

gas and enters to filter for %ottling. 0e filter is connected wit filling valves and lift

cylinders. 0e lift cylinder functions %y 'ressure of air su''lied %y an air com'oser. 0e

syru' is known as %everage in tis stage is filled in te cleaned %ottles wic are dura%le

in nature and returna%le %y %uyer filling macine ?filter@ %y a counter 'ressure of car%on


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dioxide gas. After %everage filled in %ottle it goes to te crowner were wit te el' of

crown crocks te %ottles are sealed ?crowned@ to 'ro&ect te car%onation: flavor: outside

contamination and s'oilage. 0e finised 'roducts are coded %y a coding macine and

ins'ected 'ro'erly %y ins'ection ligt wile 'assing troug te conveyor were finised

'roduct are accumulated enters to carat waser macine and it is wased moves troug

te conveyor were finised 'roduct are accumulated.

( T e & ti"3 o f . % odut ? + 6inally te finised syru' during %ottle is tested in

la%oratory to meet te 'arameters and also to get a standard and Fuality 'roducts to

maintain te standard and information and uniformity in 'roducts te sugar contents

and car%onation in te %ottle are cecked in regular intervals %y /rix# ydrometers:

5efrectometer and 'ressure gauge. 0e dead weigt tested is used to calculate 'ressure

gauge to know te correct 'ressure. 0A 7 P are tested %y digital P meter. Electronic

digital %alanced is used to weigt cemical to conduct test in la%. 0e 'urity of +$2

is cecked %y +$2 'urity tester.

0e clorine com'arators. 0e micro%iology test of te 'roduct and water used in syru'

making and 'roduction are also done to ensure tat te 'roduct is free from any

%acterio logical contamination . 0o conduct te micro test ot steril i,er

incu%ator: autoclave: 'ads filter mem%ranes: media are 'roduced and used.

0e Diesel generator is o'erated in case of electricity failure for smoot

o'eration of te 'lant. 0o drawn electricity for te !tate Electricity /oard te

transformer is used.


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T-e & te.& i "$o l$ed i " t-e P%odut io" P%oe & & a%e?+

6irst te fork lift su''lies te em'ty %ottles wic are collected from te distri%utions.

0en de'alletising is done i.e. se'arating cases filled or em'ty %ottles from te wooden

'lanks.

Bncasing is done %y se'arating em'ty %ottles from te casesLcarats.

Em'ty %ottles are ten fed into te %ottle waser were stream wit some cemical is

used for wasing.

4ased %ottles are ten sending to te filler were 'remix ?+om'osed of syru': treated

water %ulk +$2@ is filled in it.

0e wole concentrated is cilled wit glycol %efore filling and ten crowning is

done.

0e filled %ottles are 'assed troug ink&et coder for 'rinting 'rice and date.

0en again te filled %ottles are sending for final ligt ins'ection and from tere tey

are collected on a ta%le.

astly te filled %ottles are arranged in te crates ?casing@ and ten 'alleti,ing is

done for storing it in te wareouse.

PREPARATION OF S=RUP

0reated water M !ugar N 6lavor


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PRO DUCT MA NUFAC TUR ED

0e 'roduct manufactured %y


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C ONSU M E R S

0e main consumers of tese 'roducts naturally are yout. /esides te direct

consumer it is also used for te some 'ur'ose of 'roviding it to te mass %y oteliers:

restaurant owners and various oter soft drink 'eddlers. 0ese 'roducts are te coice of te

new generation. 0us it can %e said tat it is a 'roduct of mass consum'tion.


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HI ST O R = AND ORGANIATIONAL

STRUCTURE OF

L UMBINI BE/ERAGES P/T, LTD,

Hi & to%' of Lu * ) i"i Be$e%a3e& P $t, Ltd,

!teel +ity /everages Pvt td. is situated at Aditya'ur a n d r a 5oad in Oamsed'ur.


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+ola was su''lied %y te outsiders wo were una%le to make +oca +ola 'o'ular in /iar. !o

after considering te needs and desires of 'eo'le *r. Darma +and amani %rougt in /iar.

4it tis effort +oca +ola %ecome 'o'ular among te 'eo'le of /iar.

/ut in 1(-- due to te sudden cange I te 'olicies of te 9overnment te im'ort license

for te concentrate of +oca +ola was sto''ed. !o !teel +ity %everages Pvt. td. ad to walk

over to Indian +oncentrate +om'anies. 0ey were modem food industries su''lied concentrate

of dou%le seven and non# ice cream soda. In 1(3 te com'any introduced a cola drink

'articular. It as made 'roduction of 'erfect ygiene and standard !oft

Drink as main o%&ective.

An ideal organi,ational structure facilities management and te o'eration of te

enter'rise and it el' te organi,ation in acieving its goal.


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In a sim'le term in various 'arts or com'onent are interrelated or interconnected and tis

way it is te esta%lised 'attern or relationsi' among various function of te organi,ation in

te esta%lised manner.

0e managing director olds te to' 'osition. At 'resent: te managing director of um%ini

/everages Pvt. td. is *r. +aran ilani. /ut te overall 'olicies regarding management

decisions and all executives function or 'erformance look after %y te day to day decision and

general administration as well as management. 0e *D as given te 'ower of attorney and

autority to director *r. 5avi ilani. *r. 5avi ilani wo is well advised %y te *D.0e director *r. 5avi ilani looks after all functional de'artments tat sales

'roduction: account: 'ersonnel and 'urcase. 0oug te manager all te functional

de'artments as s'ecially designated as ead of 'ersonnel de'artment.

Every de'artment as to re'ort directly to te managing director and is

res'onsi%le to is only for working in s'ite of tis all de'artments is under te control of te

director *r. 5avi ilani. /ecause e is te +ief Executive of te com'any cited

earlier. 0e overall organi,ational structure can %e sown asK

O/ER ALL ORGANIATIONAL STRUCTURE OF

LUMBINI BE/ERAGES P/T, LTD,


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0e marketing manager is in carge of all marketing activities i.e. sales 'romotion: 'u%licityand advertisement: marketing study and si''ing. /ut te main function of te marketing is toexercise te control over te cannel of distri%ution.

0e marketing manager is assisted %y sales executives: city sales executives and rural

sales executives and sales executive of si''ing de'artment as followsK#


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FRAME 9OR1 OF CHANNEL OF

DIST RIBUT ION

A THEORETICAL FRAME 9OR1 OF CHANNEL OF

DISTRIBUTION


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0o stimulate distri%ution

0o develo' managerial efficiency in distri%ution organi,ation

0e cannel of distri%ution is a structure wic organi,ed and 'resents a coice among

alternative cannels of distri%ution of te different marketing situations faced %y retailers: wole

sellers and 'roducers wit in te structure. It may %e considered as a series of function wic

must %e 'erformed in order to make 'roducers efficiency.

0o %earing maximum 'rofits of all institutions concerned a cannel of distri%ution sould

%e treated as a unit of total system of action. 0e activities of te manufacturer need to %e

coordinated wit tese middlemen used in te distri%ution of given 'roduct.

0e im'ortant of middlemen in cannel of distri%utional can %e over em'asi,ed. It is tat

wo#

1. +ollects concentrate te out'ut of various 'roducers:

2. !u%divides tese into lot desired %y te customers gaters various items togeter in te

assortment wanted and

3. Dis'erses te assortment to consumer industrial %uyers.

0e role of middlemen tat of s'ecialist in concentration eFuali,ation and dis'ersion %esides

e side in te creation of te time from and 'rocession utilities.

DECISION MA1ING FOR CHANNEL DISTRIBUTION

0e marketing executive must undertake to following ste's in order to esta%lis


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te cannel of distri%ution for a com'any.

1. )eL!e must understand te retail and wolesale market and ty'e of middlemen availa%le

in %ot.

2. )eL!e must understand te various conflicts wic continually exist %etween and witin

te cannel.

3. )eL!e must select te general cannel to %e used kee'ing in mind te goals of tecom'any marketing 'rogramme and te &o% to %e done %y distri%ution system.

. )e !e must take decision regarding %e intensity of te distri%ution ?i.e. 0e num%er of

middlemen@ to %e used eac level and eac market.

". )eL!e must select te s'ecific firms wic will andle is 'roduct and ten manage

te day to day working relationsi' wit tem.

. )eL!e must determine te metods and te 'rocedure in firms ?i.e. use of te

trans'ortation and wareouse facilities and services in firms making 'rogramme@ in te

'ysical distri%ution of te 'roduct.


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T'.e& of Ma%!eti"3 C-a""el&

1. Direct marketing cannelK A marketing cannel tat as no intermediaries; level

2. Indirect marketing cannelK +annels containing one or more intermediaries

Cu&to*e% Ma%!eti"3 C-a""el&

+annel 1. *anufacturer..+onsumer +annel 2.

*anufacturer5etailer+onsumer +annel 3.

*anufacturer...4olesaler.5etailer+onsumer

+annel . *anufacture.4olesalerOo%%er5etailer.+onsumer


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C HA NNEL D=NAMIC S

Distri%ution cannel do not stand still. ew wolesaling and retailing institution emerge

and new cannel system evolves. 0ere are four ty'es of marketing cannels.

4, C o"$e"t io"al D i& t% i)ut io" C -a""el

A +annel consist one or more inde'endent wolesaler and retailers. Eac is a se'arate

%usiness seeking to maximi,e its own 'rofits even if tis goal reduces 'rofit for te

system as a wole. o. $f cannel mem%ers as com'lete or su%stantial control overte oter mem%ers.

5, / e%t ial Ma%!et i"3 C -a""el

0is i s most recent marketing cannel. A distri%ution cannel system as 'roducers:

wolesaler and retailers act as unified systems. $ne cannel mem%er: te cannel ca'tain

owns te oters or francises tem or as so muc 'ower tat tey all co#o'erate. 0e

cannel ca'tain can %e te 'roducer: te wolesaler or te retailer.

8, H o% i;o"tal Ma%!et i"3 C - a ""el


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A distri%ution cannel system in wic two or more unrelated com'anies 'ut togeter

resources or 'rogrammes to ex'loit an emerging marketing o''ortunity.

@, Mu lti C -a""el Ma%!et i"3

In te 'ast: many com'anies sold to single market troug a single cannel. *ulti cannel

marketing occurs wen a single firm uses two or more marketing cannels to reac

one or more customer segments.


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C H A NN E L OF D I S T RIB U T I ON OF L U MBI NI

BE/E R A G E S P/ T ,LTD,

0o make its 'roducts availa%le at te rigt 'laces at te rigt time in te market: te sales

de'artment of te com'any 'ays ma&or attention on controlling te cannels of

distri%ution.

!ingle ty'e of markets cannel is maintained %y te com'any rigt from its 'ioneering

stage. 0e nature of te cannel is as followsK#

At first te soft drinks

su''lied to te distri%utors directly.

5etailers or owners of any outlet

cannot take te delivery from

com'any. 0ey ave to take te

'roducts from teir res'ective or nearest distri%utor.

0ere are a%out "8 distri%utors and innumera%le num%er of retail outlets o'erating wit te

com'any in its entire market areas wic contains total /iar. In all te im'ortant 'laces of

entire territory tis com'any as its distri%utors.

0ese distri%utors selected on te %asis of assurance given %y tem regarding te

minimum sales wic tey ave to maintain annually. 0e selection is also done on te %asis of

te financial 'osition and re'utation of distri%utor in te market. As for exam'le in a''ointing a


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distri%utor first engaged in soft drink %usiness second 'riority is given to tose 'eo'le wo are

in cigarette selling %usiness. De'ending u'on te market: eac

Distri%utor in te initial stage as to de'osit some security money.

0e retailers are selected %y te distri%utor fixed criteria for te selection or a''ointment or

retailers from te side of te distri%utor. Any on e l ike P in wa le : +igarettewala or any oter

so'kee'er can ave te stall for te sale of soft drinks and tey are called retailers or outlet

owners. 0ey ave to give assurance to te concerning distri%utor for %etter sale and at te time

of taking delivery tey ave to de'osit te security i.e. te carges if te em'ty %ottles wit

s'ecified retailers 'urcasing 'rice. 0e carges if te em'ty %ottles wit s'ecified retailers

'urcasing 'rice. 0e distri%utor at first as to seek te 'ermission of sales de'artment for te

num%er of cases of soft drinks reFuired %y tem. After getting te 'ro'er autority from sales

de'artment 'aying tereFuisite amount eiter cas or demand draft.


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9 A R E H OU SI NG

Every com'any as to store its finised goods until tey sold. A strong facility is

necessary %ecause 'roduction and consum'tion cycles rarely matc.

4areousing is not a sim'ly storing activity %ut a 'ackage of services tat ena%les

te smoot running of te industry.

0e stores must %e in constant touc wit te use de'artment in order to 'rovide

uninterru'ted services to te manufacture and its decision since working ca'ital is locked u' in te

wareousing stores in eFual to money.

0e stores functions can %e organi,ed in te following mannerK#a@ 0o receive raw material com'onents eFui'ments etc.

%@ 0o meet te demand of use de'artment %y issuing te order

c@ Accounting te transaction 'ro'erly.

d@ *inimi,ing o%solescence sur'lus and scra' %y rigt identification and using

correct 'reservation metod.

0e com'any su''ly finised 'roducts freFuently to different distri%utors as 'er te

demand.Every distri%utor kee's a minimum stock of different 'roducts of te 'roduct line so tat

te uninterru'ted su''ly could not affect.

In te industrial sector service of o'timi,ation were %oils down to any exercise of

o'timi,ation were limited availa%le resources are to %e distri%uted eFuita%ly.

0e 'ro%lem arises from te material tat are in stock te form of ca'ital cost: storage

loss: 'ilferage o%solescence: insurance: andling: documentation etc. !ervices level tat can %e

maintained and ence te conce't stores in money sould %e understood%y every%ody in te organi,ation.


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IN /ENTOR= D EC ISION

?1@ B%a"di"3 a"d Pa!a3i"3

$ut of te total market activities some are directly 'erformed and controlled %y


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(8 Retaili"3

5etailing includes all te activities involved in selling goods or services directly

to find consumer for teir 'ersonal non#%usiness use. A retailer or retail store is any

enter'rise wic sales volume comes 'rimarily from retailing.

All marketer retailers must 're'are marketing 'lans tat include decision on target market.

!o te marketing cannels can %e viewed as a set of interde'endent organi,ation witig 'otential for conflict. 0en wy would any %usiness cosen to %ecome 'art of

cannel system.


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MAR1ETING STRATEG=

*arketing !trategy is te com'lete and un%eata%le 'lan designed s'ecifically for attaining te

marketing o%&ective of te firm. 0e market o%&ective indicates wat te firm indicates: wat te firm

wants to acieves: te marketing strategy 'rovides for acieving tem.

0e marketing strategy is not &ust idea. It is a well outlined 'lan: and tere are different ways to

formulating it. /asically formulating of marketing strategy consists of two main ste's.

!electing a target market. Assem%ling te marketing mix. Actually: te target marketing and

marketing mix togeter constitute te marketing strategy of te firm.

4en te Pe'si food com'any entered in te Indian soft drink market: te market was already

'revailed %y coke and 'reviously it was Parle. Pe'si tried to esta%lis in India wit a uniFue

marketing 'olicy. Pe'si took into consideration of yout segment target market. 0oug te

advertisement of Pe'si igligted te style of living of young generation wit different walk of life.

Pe'si %rougt in its advertisement different stalwart;s 'ersonalities from fields like young cine stars:

s'ort stars and famous 'ersonalities from different fields. It as attracted te young generation and of

course increase te sale of Pe'si: Pe'si also organi,ed many national and international s'orts events

to attract te young generation.


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MAR1ETING MI OF L,B,P,L,

A 'roduct: 'lace: 'rice and 'romotion ?';s@ tat te firm %lends to 'roduce te res'onse it wants in

te target market. 0ese are te following Ps.

P%odut&?+0at could meet te identified needs of cosen consuming grou's.

P%ie?+ Product 'rice are fixed %y com'any according to com'etitors 'roduct 'rice.

Plae?+It 'erforms various functions like trans'ortation: wareousing: cannel management

etc. so te 'roduct could easily reac te consumer.

P%o*otio"?# 0e firm carries out a no. of measures like 'ersonal selling: advertising and sales

'romotion 'rogrammed wit view to communicate to te consumer and 'romoter of te

'roduct.

It is te mecanism to acieve te consum'tions of marketing 'rocess: striking te level of 'rice tat

is acce'ted to te firm as well as consumer.


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Pe.&iCo Cold D%i"!&

UP + Mood 1O Do Le*o" 1a Lift

B%a"d Hi&to%'

-BP: te refresing clear drink wit natural lemon and lime flavour was created in 1(2(. -BP was

launced in India in 1((8 and its international mascot 6ido Dido was used for advertising in 1((2

to 'osition te %rand as a cool drink for youngsters. 6ido %ecame an instant it wit is trendy

look: laid %ack attitude and refresing take on life. During te %rand;s early years in India: -BP

gained market leader status in te lemon lime category %y %eing one of te first to %e nationally

distri%uted as well as %eing marketed as a ealtier alternative to oter soft drinks.

B%a"d Ad$a"ta3e

6or te 'ast 2 years: -BP;s am%ition as a %rand as %een to ca'ture and own te lemon

refresment territory witin te clear lime category. emon as 'roven to %e a clear and relevant

differentiator for te %rand. 6urter: it as allowed te %rand to ladder u' to an emotional 'ayoff of

u'lifting refresment.

After esta%lising itself as T-e Le*o" D%i"! : in Oan 288(: -BP continued to %uild furter on

te teme of mood u'liftment wit its new tagline *ood ko do emon ka ift=

-BP;s %rand communication is 'remised on te 'roduct;s natural lemon flavor : guaranteed to

'rovide u'lifting lemon refresment tat raises one;s s'irits.


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Mou"tai" De# +Da%% 1e Aa3e >eet Hai

B%a"d Hi&to%'

0e main formula of *ountain Dew was invented in >irginia: named and first marketed in

Oonson +ity: 0ennessee and noxville: 0ennessee in 1(.

In India: *ountain Dew set te soft drink category a%la,e in 2883 wit teir iconic launc

cam'aign


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Pe.&i + =e- Hai =ou"3i&ta" Me%i >aa"

B%a"d Hi&to%'

Pe'si is a undred year old %rand loved %y over 288 million 'eo'le worldwide. 0e largest single

selling soft drink %rand in India is te u%iFuitousQsocialiserQat every occasion.

Coungistaan loves it. 288 million 'eo'le worldwide love it. /ut wat as made Pe'si te single

largest selling soft drink %rand in India is actually a formula concocted a century ago in a far away

continent.

1: Bnited !tates of America. +ale% /radman: te man wit a 'lan: got on to formulate a

%lock%uster digestive drink and decided to call it /rad;s drink. It was tis doctor;s 'otion tat was

to %ecome Pe'si +ola in 1(: and eventually: Pe'si in 1(83.

Pe'si as always 'layed on te front foot and since its ince'tion as come out wit revolutionary

conce'ts like Diet: 2 %ottles: recycla%le 'lastic cola %ottles and te envia%le *y +an.

B%a"d Ad$a"ta3e

Pe'si as %ecome a friend to te yout and as led many yout cultures. Coungsters over te

generations ave grown u' wit Pe'si and sare an emotional connect wit it: unlike any oter

cola %rand. /e it 'arties: angouts: or &ust anoter day at ome: a day is never com'lete witout

te fi,, of Pe'siR

Pe'si: +ricket and /ollywood ave %een &oined at te i' since te %eginning. !a 5uk an:

!acin 0endulkar: !aif Ali an: Amita% /accan: areena a'oor: Priyanka +o'ra: >irender

!ewag: *. !. Doni: Oon A%raam: 5an%ir a'oor and Dee'ika Padukone are a few cele%rities

wo will go any lengt for a cilled Pe'si.


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0e Pe'si *y +an is undou%tedly te most 'o'ular cola 'ack of all times. It is not &ust a 'ack %ut

a style statement for today;s yout.


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Mi%i"da 9ee!e"d Aa'e T-o Pa3al.a"ti C-a'e

B%a"d Hi&to%'

*irinda is an international soft drink %rand from !'ain tat was launced in India in 1((1.

*irinda as always %een a%out a great irresisti%le orange taste: wic is now synonymous wit te

%rand. 0ese were communicated troug our great of


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color: great orangey taste and s'arkling %u%%les encourages one to %e more carefree: s'ontaneous

and 'layful.

4it an endeavor to give our consumers a great tasting 'roduct to deligt tem continuously: we

ave reformulated 7 im'roved its taste # first in 1((: ten in 2882. And wat;s more: *irinda is

now made witout any artificial flavor in itRRR


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Slie + Pu%e Ma"3o Plea&u%e

B%a"d Hi&to%'

!lice was launced in India in 1((3 as a refresing mango drink and Fuickly went on to %ecome a

leading 'layer in te category.

In 288: !lice was relaunced wit a QwinningQ 'roduct formulation wic made te consumers

fall in love wit its taste. 4it refresed 'ack gra'ics and clutter %reaking advertising: !lice as

driven strong a''eal witin te category.

B%a"d Ad$a"ta3e

4it te launc of


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A


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AD/ERTISING SALES PROMOTION IN L,B,P,L,

Advertising and sales 'romotion activities 'lay a vital role in entire marketing efforts. 4itout tese

as'ects a Fuality 'roduct can not survive in te market. Advertising and sales 'romotion tools are

most essential for te modern glo%al marketing. 0is ca'ter as terefore %een devoted to te studies

of advertising and sales 'romotional activities in Lu*)i"i Be$e%a3e P$t, Ltd,

0e two %asic o%&ectives for carrying out suc various 'romotional activities %y um%ini /everages

Pvt. td. is To 3e"e%ate *o%e &ale& a& #ell a& to %eate a"d *ai"tai" a" i*a3e of it& .%odut

./.P.. carries out its 'romotional activities as controlled and integrated 'rogrammes of

communication and material design 'resent its soft drink to te 'ers'ective customers. It also el's in

communicating te need satisfying of soft drink to facilitate te sales eventually to contri%ute towards

te 'rofit in long run.


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T-e tool& u&ed )' L,B,P,L, fo% fulfilli"3 t-e $a%iou& .u%.o&e& of it& .%o*otio"al ati$itie& a%e t-e

follo#i"3?+

6ood ; 6i,,

!'ace +lu%

Payaas %u&ao 'rofit %adao

Agreement

95/ ?9lass return %ottle@.


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PROMOTIONAL ACTI/ITIES (FOR RETAILERS

Promotional activities consist of various means of communicating 'ersuasively wit te target

audience. 0e im'ortant metods areK

Ad$e%ti&e*e"t?+ 4ere an identified s'onsors 'ays media ?suc as 0>@ to transmit to target

consumer.

Pe%&o"al &elli"3?+ 4ere sales re'resentative em'loyed %y te firm engage in inter'ersonal

communication wit individual consumers and 'ros'ective customers.

Sale& .%o*otio"?+4ere te market utili,es dis'lays: demonstrations: 'remiums: contests or similar

devices.

Pu)liit' a"d Pu)li %elatio"?+el' to stimulate su''ortive news items a%out te firm and its

'roduct tat ave greater credi%ility wit 'u%lic tan advertisement.

$f all te metods of 'romotional activities tat constitute te 'romotion mix: sales 'romotion is te

only one metod tat makes use of incentives to com'lete te Pu&-+Pull .%o*otio"al &t%ate3'of

motivating te sales force: te distri%utor and te consumer transacting a sale.

According to A*e%ia" Ma%!eti"3 A&&oiatio"sales 'romotion refers


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P%odut Pe%fo%*a"e of Pe.&i

0argeting 'roduct com'arison

Product availa%ility

Pricing of 'roducts

Pe'si Performance in com'arison

Co*.a%ati$e P%odut&

SL

No,

Ma0o% CSD B%a"d&

Fla$o% PCI CCI

1. +ola Pe'si +oca#+ola: 0ums B'2. +lear ime -B': *ountain Dew !'rite3. +loudy ime *irinda#ime imca. $range *irinda 6anta

In a%ove ta%le: I ave sown 'roduct target in te market. /ot com'anies try to su%stitute eac#

oters 'roduct in te market. 4en a com'any doesn;t fulfill te demand of market ten oter


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com'anies su%stitute tat 'roduct wit teir own 'roduct. In te market: offen it seen tat consumer

demands a 'roduct according to is desire: %ut due to lack of su''ly e switc over to su%stitute

'roduct. !o: com'anies always want to come out wit su%stitute 'roduct for enlarging teir market

sare.

)ere: T-u*& U.and Coa+Colais su%stitute for Pe.&i2 S.%itis su%stitute for UP and Mou"tai"

De#2 Fa"tais su%stitute for Mi%i"da Li*ais su%stitute for Mi%i"da Li*e,

P%odut& A$aila)ilit' of Pe.&i


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SL

No,P%odut& 566*l 56*l 866*l 886*l 66*l 66*l 4666*l 4566*l 5666*l

1. Pe'si T # T # # T # # T2. Pe'si diet # # # # T # # # #3. Pe'si

9old# # # # # T # # #

. *irinda T # T # # T # # T

". *irindaime

T # # # # # # # #

. *. !or%et # # # # # T # # #

-. -BP T # T # # T # # T

. *. Dew T # # # # T # # T(. Pe'si +an # # # T # # # # #

18. -BP +an # # # T # # # # #

11. *irinda+an

# # # T # # # # #

12. *. Dew+an

# # # T # # # # #

13. Diet +an # # # T # # # # #

1. !lice # T # # T # # T #

1". AFuafina # # # # # # T # #

1. 0ro'icana T # # # # # T # #

1-. Everestear

# # T # # T # # #

Pe.&i P%odut& P%ie li&t fo% Cu&to*e%&


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SL

No,P%odut 566*l 56*l 866*l 886*l 66*l 66*l 4666*l 4566*l 5666*l

1. Pe'si # 12 # # 28 # # "82. Pe'si diet # # # # 28 # # # #3. Pe'si 9old # # # # # 2" # # #. *irinda 12 # # 28 # # "8". *irinda

ime # # # # # # # #

. *irinda!or%et

# # # # # 2" # # #

-. -BP # 12 # # 28 # # "8. *ountain

Dew # # # # 28 # # "8

(. Pe'si +an # # # 2" # # # # #

18. -BP +an # # # 2" # # # # #11. *irinda +an # # # 2" # # # # #12. *. Dew

+an# # # 2" # # # # #

13. Pe'si diet+an

# # # 2" # # # # #

1. !lice # 18 # # 22 # # " #1". AFuafina # # # # # # 12 # #1. 0ro'icana 12#1 # # # # # 8#2 # #1-. Everest

ear# # " # # 12 # # #

STUD= ON R ETAIL ER S

Retail S-o. t'.e


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I. *ono'oly 5etail !o' K 0e so' selling only one com'any;s

Products

II. * ix !o' K 0e so' selling many com'anies

Products

0e retailers can %uild a great deal of goodwill for te firm. 0e marketing strengt

de'ends on te strengts of retail dealers.5esearc as conduct survey on different ty'es of outlet like %akeries: cold drink 'arlor:

/oot and general stores etc.

According to is survey: te ma&or reasons for selling Pe'si 'roducts areK

?1@ /rand Image 1J

?2@ +ustomer Demand 28J?3@ Profit *argin 8"J?@ Advertisement 38J?"@ 9ood Uuality 18J?@ !ales Promotion for 5etailers 8-J?-@ !ales Promotion for +onsumers 18J


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S9OT ANAL=SIS

S9OT ANAL=SIS

STRENGTHS?

um%ini /everage Pvt. td. is F%a"-i&e O#"ed Bottli"3 O.e%atio"(FOBOof world;s

most famous soft drinks Pe'si +o.


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/P uses state of te art and fully automatic macines and tecnology for te 'roduction

and %ottling of soft drinks.

It as very strong network and %uilt market and currently olds all te 'arts of te state.

It as wide range of 'roduct varieties 7 takes %ack te leakage: %urst %ottles etc.

9EA1NESSES?

o cost cutting 'rogram for te 'roducts.

Promotional activities in te rural market are not u'to te mark as com'ared to te ur%an

market.

/rand Pe'si in cola flavor is one of te 'o'ular lagging %eind its nearest com'etitor: only

due to ig sugar content and less trilling taste.

ot availa%ility of all te 'roducts on demand.

OPPORTUNITIES?

Altoug in te cola market tere are many com'etitors: Pe'si still as te o''ortunity to

enlarge its market sare %ecause te cola in te market is Fuite monotonic. *ost of te end

user is young 'eo'le. 0ere are still some 'eo'le wo do not like te taste of te cola. !o we

can try to 'rovide some oter taste of cola suc as adding some lemon &uice. 4e can cange

te flavor in order to meet different taste of different 'eo'le.


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THREATS?

As to te treats: all of us know tat Pe.&i+Cola a"d Coa+Colaave ad te com'etition for

a%out 8 years. Altoug Pe'si#+ola ave won several times during tis com'etition: te

market sare of Pe'si#cola is a little %it smaller tan +oca#+ola. 0ere is anoter treat

nowadays. !ome local cold drink suc as Sud-a dai%'and A*ul dai%'cola ave taken teir

feet in te market.

$ne of te 'roducts of teir com'etitor in +lear lime 7 +loudy ime flavor as a very good

market sare due to its taste.

+oca#+ola is now s'ending more and more to %oost u' te sale 7 market sare.

Re&ea%- Met-odolo3'


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RESEARCH METHO DO LO G= USED IN THE

STUD=


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4itin te time limit: I tried my %est to select te sam'le re'resentative of te wole

grou'. During my training: I maintained different cart for different routes during my dealer

survey. I ave collected data from te Distri%utor and 5etailers of Patna.

D a ta So u r ces

Primary data collection involved distri%utors: retailers.

5esearc A''roaces K !urvey

5esearc Instrument K Interview

Sa m p li ng Pl an

Re&ea%- De&i3" K Ex'loratory

Sa*.li"3 U"it K 5etailers

Sa*.li"3 &i;e K 188

Sa*.li"3 A%ea& K ucknow

Sa*.li"3 Te-"i


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Co"tat Met-od K Personal Interview

In interview scedule I used multi'le coice Fuestion and ranking system

Fuestions.

DATA ANAL=SIS AND

INTERPRETATION


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U. 1 .)ow you came to know a%out Pe'si /rand ProductsG

Mode No, of Re&.o"de"t Pe%e"ta3e

5adio 32 32J0> J

ews'a'er 12 12J

6riends J$ters J


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0otal 188 188J

It as %een found tat 32J 'ercent retailer know a%out te Pe'si 'roduct troug te 5adio: J

retailer know a%out te Pe'si 'roduct troug te 0> : 12J of te retailer know a%out te 'roduct

troug te ews'a'er :J of te retailer know a%out te 'roduct troug te friends and J

retailer know a%out te 'roduct troug te oter tings .

U.2. *ontly sales ?in 5s.@

Mo"t-l' Sale& (I" R& Re&.o"de"t Pe%e"ta3e

es tan "888 12 12J"888 to 18888 1 1J18888 to1"888 8 8J

A%ove 1"888 32 32J0otal 188 188J


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It as %een found tat 12J Distri%utorL5etailer are montly sales ?5s@ess tan "888: 1J

Distri%utor L 5etailer are montly sales ?5s@ "888 to 18888 : 8 J Distri%utor L 5etailer are montly

sales ?5s@ 18888 to 1"888 and 32J Distri%utor L 5etailer are montly sales ?5s@ a%ove 1"888.

U. 3.4ic %rands of soft drinks are availa%le in te outletG

Soft D%i"!& A$aila)le i" t-e Outlet

Pe'si cola 22J*irinda 12J*irinda ?l@ J-;BP 2J!lice 1J

*ountain Dew 1JTotal 466


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It as %een found tat 22J Pe'si +ola soft drinks are availa%le in te outlet %ecause te taste of te

soft drinks is very sweet so mostly customer 'refer Pe'si +ola: 12J and J *irinda and *irinda?@

soft drinks are availa%le in te outlet: 2J -;B' are availa%le in te outlet: 1J !lice are availa%le in

te outlet %ecause it is a *ango flavors soft drinks.1J *ountain Dew are availa%le in te outlet.

U. . 4en a customer comes to your so' wic %rand of soft drinks

)eLse demandsG ?5ank tem@.

B%a"d of &oft D%i"!& Re&.o"de"t& Pe%e"ta3e

Pe'si J+oca cola 3 3J$ter 1 1J0otal 188 188J


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It as %een found tat J customer demand Pe'si %ecause te 'roduct of te Pe'si %rand is very

sweet and *ango flavor 'roduct !lice mostly cildren like: 3J customer demands +oca +ola

%ecause te 'roduct sweet is minimum amount and mostly like sugar Patient and 1J customer

demand oter /rand ?5ank tem@.

U. ".um%er of carets sold 'er mont of soft drinks.

Nu*)e% of Ca%et& Sold i"

.e% *o"t-

Re&.o"de"t Pe%e"ta3e

8#"8 +arets J"8#188 +arets 22 22J188#1"8 +arets 2 2J1"8#288 +arets 32 32J

0otal 188 188J


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It as %een found tat 2J 5etailers told tat 188 #1"8 num%er of carets sold in 'er mont %ecause

tey 5etailers %elongs to very crud area so customer also %e use te soft drinks: 32J retailers told

tat maximum 1"8#288 carets sold in 'er mont: 22J retailers told tat "8# 188 carets sold in 'er

mont and J retailers told tat 8#"8 num%er of carets sold in 'er mont %ecause tey retailers also%elongs to ruler area.

U ..4at is te 'osition delivery of Pe'si 'roductsG

Po&itio" Deli$e%' of Pe.&i .%odut No, of Re&.o"de"t Pe%e"ta3e

>ery 9ood 38 38J

9ood 2 2J

/ad 1 1J

4orst 18 18J


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Total 466 466

It as %een found tat 38 J delivery of Pe'si 'roducts are very good : 2 J delivery of Pe'si

'roducts are good : 1J delivery of Pe'si 'roduct are %ad and 18 J delivery of Pe'si 'roduct are

worst .

U. -.4at is te freFuency of te visit of Pe'si executiveG

F%e


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Total 466 466

It as %een found tat 38 J distri%utor visit of Pe'si executive


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!weet !o' 3 3J

$ter 1 1J

Total 466 466

$ut of 188 res'ondents I found 3 J sale of Pe'si on sweet so's tat are maximum %ecause every

sweet so' use te >isi Vcooler for te own 'roduct 'rotection and a lot of customer want to more

cool soft drinks. 2J sale of Pe'si on te general store: 1J on te restaurants %ecause a lot of

customer 'refer take drink in restaurant %ecause tat 'lace is very 'eace: 18 J on te /etel so' and

1 J sales on te oters so's res'ectively. Exam'le#*edical !tore: +y%er +afW.

U .(.4ic factors affect te sale mostG

Fato%& affet t-e &ale No, of Re&.o"de"t Pe%e"ta3e

Advertisement 1 1J

!ceme 12 12JPresence 1 1J0aste 38 38J

Price 1 1J$ters 12 12J


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Total 466 466

It as %een found tat tere are various factors affect te sale of te Pe'si 'roduct: 38J res'ondent

say tat 0aste is most factors of te 'roduct sale %ecause te 0aste of te Pe'si 'roduct is very igly

sweet: 1 J of te res'ondent says tat Advertisement and Presence is also a factor of te Pe'si

'roduct: 1 J res'ondent say tat 'rice is also factor of te sales te 'roduct and 12J res'ondent say

tat sceme and oters factor also affect te sale of te 'roduct.

U. 18.4ic +om'any >isi#+ooler do you aveG

Co*.a"' /i&i oole% No, Of Re&.o"de"t Pe%e"ta3e

Pe'si 3 3J+oca +ola 2 2J/ot 22 22J$wn 1 1JTotal 466 466


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It as %een found tat 3 J retailers told Pe'si +om'any >isi#+ooler use for te !oft drinks %ecause

visi#cooler also 'rovided %y te Pe'si com'any.2 J retailers told +oca +ola +om'any>isi#cooler use for te soft drinks : 22J told tat %ot >isi#cooler use %ecause te so' of te

retailers is very %ig area :1J retailers told me own >isi#cooler use for soft drink.

U. 11.Do you know a%out all flavors 'ack ?si,e@ and res'ective wolesale 'rice Pe'si soft drinks.

Fla$o%& Pa! 9-ole&ale

P%ie

No, of Re&.o"de"t Pe%e"ta3e

Ces 8 8J

o 8 8J

Total 466 466


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It as %een found tat 8J retailers said


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It as %een found tat - J retailers said tat com'any also 'rovide te !ign %oard L Dis'lay rack %y

coke com'any %ecause sign %oard also use for te 'rotect te 'roduct in a so'.2J retailers said

tat com'any not %e 'rovide te sign %oard : tose retailers use own dis'lay rack Lsign %oard for te

%asically need.

U.13.Do you tink tat aggressive advertising furter el' you to increase te sales volume of +olaG

I*.o%ta"t of Ad$e%ti&i"3

I"%ea&e t-e &ale&

No, of Re&.o"de"t Pe%e"ta3e

Ces " "J

o J


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Total 466 466

It as %een found tat mostly " J distri%utor say


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FINDINGS OF THE STUD=

$ut of te 188 res'ondent :It as %een found tat 32J 'ercent retailer know a%out te Pe'si

'roduct troug te 0>: J retailer know a%out te Pe'si 'roduct troug te 5adio : 12J

of te retailer know a%out te 'roduct troug te ews'a'er :J of te retailer know a%out

te 'roduct troug te friends and J retailer know a%out te 'roduct troug te oter

tings .


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It as %een found tat tere are various factors affect te sale of te Pe'si 'roduct: 38J

res'ondent say tat taste is most factors of te 'roduct sale %ecause te 0aste of te Pe'si

'roduct is very igly sweet: 1 J of te res'ondent says tat Advertisement and Presence is

also a factor of te Pe'si 'roduct: 1 J res'ondent say tat 'rice is also factor of te sales te

'roduct and 12J res'ondent say tat sceme and oters factor also affect te sale of te

'roduct.

It as %een found tat 38 J distri%utor visit of Pe'si executive isi#cooler use for te soft drinks : 22J told tat

%ot >isi#cooler :1J retailers told me own >isi#cooler use for soft drink.

It as %een found tat 8J retailers said


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retailers said tat com'any not %e 'rovide te sign %oard : tose retailers use own dis'lay rack

Lsign %oard for te %asically need.

It as %een found tat mostly " J distri%utor say


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Su33e&tio"& Reo**e"datio"&

um%ini /everages Pvt. td. sould introduce some cange in its marketing function

and advertising to market more rational. 0e following factors to %e worty of considerationK#

1. A com'lain 5egister sould %e 'rovided %y te com'any to every distri%utor in every

route so tat: retailersLcustomers can write teir 'ro%lems. 0e com'lain register sould

%e cecked %y consumer executive and de'ot in carge at time to time.


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2. A clear notification sould %e given to teac distri%utor and eac route agent to give

cas memo ?wit 'rinted num%er@ and maintain route card for every transaction.

3. Pro'er care sould %e given te com'any;s em'loyees at te time of sceme close.

!ignature of sceme receiving on te cas memo sould %e taken and it sould %e also

maintained in route card. +laim of sceme sould %e 'assed after te dee'ly stud y of

a%ove tree 'oints i.e. difference %etween o'ening stock and closing: signature of sceme

receiving on te cas memo and sells maintained in te route card.

. !ome retailers kee' oter com'anies 'roducts in te Pe'si;s fridge: wile is 'rovided

%y te com'any. 0o ceck additional sceme %e given in every mont: in te 'eak

seasons After te cecking of Pe'si;s 6ridge ?3or times in every mont @ if It is found

tat retailer does not kee' oter com'anies 'roducts in te Pe'si;s Pe'si fridge te

claim of sceme sould %e 'assed . 0us we can im'roveLincrease its sell and

em'loyee;s activities.

". 0ere is no electricity 'ro%lem in te wole area of Patna. 6or cilled soft drink: ice %ox

wic is com'ulsory and dredge %ot sould %e 'rovided %y te com'any.

. 0e num%ers of outlets are too muc. !o it is reFuired to sort te route and extra

veiclesLtricycles 'rovide in tis route.

-. 6acilities 'rovided %y te com'any sould %e increased. 6acilities reFuirements sould

%e fulfilled in all te rural and ur%an area 'ro'erly after dee'ly study for various as'ects

or retailers %y te el' of com'any em'loyee and de'ot incarge.

. 0e vendors can also %e 'rovided wit uniform %y te com'any in order to give tem

visi%ility.

(. An a''ro'riate name sould %e g i v e n to tese tricycles and 'ro'erly

advertisement tus giving tem some sort of identity.


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18. In winters: as te sales from tese tricycles may %e very low %ecause of seasonal factors

/everages Pvt. td. sould tink of introducing suc 'acks /eaver its various %rands

of %everages .

11. It is vital take for


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LIMITA TIO N


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LIMITA TIO N

As I was asked to carry on my vocational training I found te following limitations

during my training 'eriod. !o I could not collect all information regarding my to'ic.

?i@ !ortage of time factor was one of te %iggest constraints.

?ii@ *ost stress was given on te 'rimary data as it was difficult to collect

secondary data from te organi,ation and distri%ution since it is difficult to

ascertain te autenticity of teir statements.

?iii@ All te o%servation and recommendation will %e made on te feed %ack


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Co"lu&io"

(-


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Co"lu&io"

In te earlier ca'ters of tis re'ort on various as'ects of soft drinks industry wit

'articular reference to esta%lisment of ;um%ini /everages Pvt. td.;; Its

organi,ational structure and cannel of Distri%ution um%ini /everage Pvt. td. etc ave

%een studied Present ca'ter is an attem't to summaries te wole re'ort and 'resent a

view suggestion.

6rom te data analysis and survey conducted %y me: I arrived at te following

conclusionsK#

?1@ Pe'si as te entire flavor i.e. +ola: eman: $range: *ango in te market and its market

sare is com'aratively more tan +oke.

?2@ 0e ma&ority of te retailers deal in all %rands of Pe'si and +oca#+ola.

?3@ $ne of te ma&or draw%acks of Pe'si 'roducts is tat all te flavors do not reac at eac

and every retail outlets %ut com'etitors 'roducts do reac tat is wy com'etitor enters

in to Pe'si exclusive outlets .

?@ 0e ma&or 'ro%lem faced %y te distri%utor is te sortage of su''ly 'articularly 'ets.

?"@ Distri%utor functions &ust as order takesH tey sould contri%ute me and

communicate to te retailers.

?@ It sould %e cecked tat weter our 'roducts is reacing to te outlets timely and

regularly or not.

?-@ Altoug te >isi#cooler: !ign %oardLDis'lay rack and 9lass strengt 'rovided %yPe'si are more tan +oke %ut still tere are num%er of retailers: wo are eiter not

aving tese or oters ave 'rovided tem .

?@ 0ere is irregular in te su''ly of >isi#cooler: some retailers: wic sell more are not

'rovided >isi#cooler wic some retailers: wic sell less: are 'rovided visi# cooler.

(


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?(@ !ome of te >isi#cooler 'rovided %y Pe'si is not functioning 'ro'erly:

com'laints regularly: are entertained after a long time.

?18@ *ost of te retailers are in need of %oard %ut not 'rovided %y te Pe'si

+om'any.

?11@ *ost of te retailer;s es'ecially small retailers ave com'lained tat te sales man

doesn;t inform a%out any sales 'romotional sceme.

((


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Bi)lio3%a.-'

188


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Bi)lio3%a.-'

BOO1S

otler: Pili':


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A""e:u%e

182


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KUESTIONNAIRE

Na*e? + ,

Add%e&&? + ,

,,,,,,,,,,

Co"tat No? +,,,,,,,,,,,,,,,,,,,

?1@ )ow you came to know a%out Pe'si /rand ProductsG

?a@ 0> ?%@ 5adio ?c@ ews'a'er

?d@ 6riends ?e@ oter

?2@ *ontly sales ?in 5s.@

?a@ ess tan "888 ?%@ /etween "888 to 18:888

?c@ 18:888 to 1":888 ?d@ A%ove 1":888

?3@ 4ic %rands of soft drinks are availa%le in te outletG

?a@ Pe'si +ola ?%@ *irinda

?c@ *irinda ?@ ?d@ -;B'

?e@ !lice ?f@ *ountain Dew

183


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?@ 4en a customer comes to your so' wic %rand of soft drinks

)eLse demandsG ?5ank tem@.

?a@ Pe'si ?%@ +oca +ola

?c@ $ters

?"@ um%er of carets sold 'er mont of soft drinks.

?a@ 8 # "8 carets ?%@ "8 to 188 carets

?c@ 188 to 1"8 carets ?d@ 1"8 to 288 carets

?@ 4at is te 'osition delivery of Pe'si 'roductsG

?a@ >ery 9ood ?%@ 9ood

?c@ /ad ?d@ 4orst

?-@ 4at is te freFuency of te visit of Pe'si executiveG

?a@ Daily ?%@ Alternate Day ?c@ 4eekly

?d@ 6ortnigtly

3

?@ 4ic ty'es of outlets are selling moreG

?a@ 9eneral !tore ?%@ 5estaurant

?c@ /etel !o' ?d@ !weet !o'

?e@ $ter

?(@ 4ic factors affect te sale mostG

?a@ Advertisement ?%@ !ceme

18


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?c@ Presence ?d@ 0aste

?e@ Price ?f@ $ters

?18@ 4ic com'any >isi#+ooler do you aveG

?a@ Pe'si ?%@ +oca +ola

?c@ /ot ?d@ $wn

?11@ Do you know a%out all flavors 'ack ?si,e@ and res'ective wolesale 'rice Pe'si

soft drinks.

?a@ Ces ?%@ o

?12@ )ave you %een 'rovide wit sign %oardLdis'lay rack %y +oke +om'anyG

?a@ Ces ?%@ o

?13@ Do you tink tat aggressive advertising furter el' you to increase te sales

>olume of Pe'siG

?a@ Ces ? %@ o

?1@ Any !uggestion on te Pe'si %rand..........

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