A

SUMMER TRAINING
PROJECT REPORT ON
THE CONSUMER BEHAVIOUR
OF
“NIMBOOZ” BY PEPSICO

IN DEHARDUN CITY
A
SUMMER TRAINING PROJECT REPORT
ON
THE CONSUMER BEHAVIOUR
OF“NIMBOOZ” BY PEPSICO IN
DEHRADUN CITY

Submitted for Partial Fulfillment of

POST GRAGUATE DEPLOMA IN MANAGEMENT (PGDM)
(APPROVED BY AICTE)

Under the guidance of: Under the supervision of

Mr. S.K. MATTA Mr. Brijpal chauha
LBS, Gr. Noida (Territory Development manager)

Submitted By – Ashish kumar

PGDM(2008-2010) Roll No -810009
Submitted To
LLOYD BUSINESS SCHOOL
Plot no.11, Knowledge Park-2, Greater Noida.UP-201306
(2008-10)
 TABLE OF CONTENTS
ACKNOWLEDGEMENT
EXECUTIVE SUMMARY

CHAPTER ONE

 INTRODUCTION
 OBJECTIVES
 COMPANY PROFILE
 PRODUCT PROFILE

 STRENGTH AND WEAKNESS

 PACK PROFILE
 RKG GROUP

 CREDENTIALS

CHARTER TWO

 RESEARCH MEATHODOLOGY
 RESEARCH DESIGN
 SIMPLE DESIGN
 DATA COLLECTION
 MARKET RESEARCH PROCESS

CHAPTER THREE

 FINDING AND ANALYSIS

CHAPTER FOUR

 CONCLUSION AND RECOMMENDATION

CHAPTER FIVE

 BIBLIOGRAPHY.

QUESTIONNAIRE.

ACKNOWLEDEMENT
A task undertaken without offering prayers to almighty and talking blessings

from the elders is not a good beginning. Likewise the work completed

without acknowledging the assistance to those who were always by my sides

to make my efforts fruitful in the task left incomplete.

In the beginning, I would like to express my sincere thanks to my Institute

teachers for giving me an opportunity to take the practical experience of

working life.

I convey my sincere thanks to Mr. Satish Kr. Matta, Faculty Guide, LBS,

GR. NOIDA for providing me the proper guidance for providing me the

opportunity to carry out my summer training project effectively and

efficiently. I would also like to pay thanks to all my classmates and friends

and my family members for co-operating with me and helping me to

complete the project.

. ASHISH KUMAR
(PGDM)
Roll No.810009
 THE SUCCESS STORY OF INDIRA NOOYI (CEO

OF PEPSICO INDIA)

By now, most readers probably know that Indra Nooyi is being promoted to the CEO of

PepsiCo, a company with $38 billion in revenues. She’s been mentioned several times

before on Sepia Mutiny, mainly in response to comments she made at a graduation

ceremony at Columbia Business School last year. (There are several other posts on her as

well.) And Manish had a solid post on her recent promotion this past Monday on

Ultrabrown.

I draw two conclusions from her success. First, you can be a working mother and climb

the corporate ladder while raising kids (Indra has two, who are I believe in their

early/mid teens). Second, you can get ahead in the American corporate environment

without sacrificing who you are culturally.

EXECUTIVE SUMMARY

The distribution network of PEPSI is well known for its efficiency but company

constantly strives for the betterment of their distribution network system. Emphasis of

our study was to focus on the customer of company i.e., the retailers.

The Retail Mapping of Dehradun is an integral step for the assessment,

development and betterment of this system. The distribution system not only comprises

the movement of the products but also incorporates the merchandising of the product,

which is very broad in its purview.

The project incorporates the analysis of the performance of NIMBOOZ The

product of pepsico and probing into opportunities of increasing the market share in

Dehradun . The entire process had to be in an organized manner in order to deliver

meaningful results for the purpose of decision-making.

PEPSI boasts of having the maximum market share in the beverage segment in

and is in constant process for the betterment of its product performance and customer as

well retailer’s satisfaction.

Introduction
 INTRODUCTION
The Project “Behaviour of consumer about the product of nimbooz in

Dehradun city” Is designed on the lines of basic investment decisions to be taken by the

senior officials of PEPSI for the purpose of amendments in the pre-existing distribution

network in order to review and strengthen the routes. The findings of the project are very

crucial for the increment of the market share of PEPSI in Dehradun city.

Though the process is an ongoing one but the decisions have to be taken on a

strong base, supported by facts and figures and that too on papers. This support can only

be provided with the help of an extensive and through analysis of the market and the data

collected thereof.

The Marketing Development Co-ordinator who was the lead or the project head

delivered the objectives of the project to us expressly and we had to submit the day report

to him along with the draft report. He was the in charge of the project and gave

guidelines and directions to approach the project.

 Objective
 To analyze, interpret and study the entire beverage market of Dehradun

 Comparative study of the various brands, packs and flavors available in the

market.

 Analysis of the strong and weak point of the competitors products and compare it

with NIMBOOZ of pepsico.

 To assess the reach and feasibility of the product and give the output for further

investment for enhancing the distribution network along with assessing the

efficiency of the current distribution system.

 Assess the promotional measures in the context to the sales of PEPSI and

focusing our study on the customer of company i.e., the retailers.

As obvious that any company is concern with the increase in sales of its products,

our project was in line with the companies’ objectives and all steps incorporate in the

project were directed to give an overview so as to attain its objectives.

The market research conducted by us was in accordance to the company’s rules

and policies which were quite material for the efficient and effective results and

inferences to be drawn from the entire process.

The market research was conducted in compliance of the given guidelines

delivered to us expressly to achieve the given objectives, which were as under:

1. Profitability
2. Improvement
3. Sales
4. To satisfy the customers
Compan

Profile
 THE COMPANY PROFILE: PEPSI CO.
Caleb Bradham a New Bern N.C druggist who formulated Pepsi Cola founded

Pepsi Cola Beverage business at turn of the century. Pepsi Cola Company now produces

and markets nearly 200 refreshment beverages to retail, restaurants and food service

customers in more then 190 countries and territories around the world and generates

revenue of over 18 billion dollars PepsiCo World Headquarters is located in Purchase,

New York.

Pepsi Co. is the world leader in the food chain business. It consists of many companies

amongst which the prominent ones are Pepsi Cola, Frito-lay, Pepsi food international,

Pizza-hut, KFC and Taco bell. The group is presently into three most profitable

businesses namely, Beverages Snacks foods and Restaurants.

The beverages segment primarily market it Pepsi diet, Pepsi Mountain Dew and other

brands worldwide and 7UP outside the U.S.market. They are positioned in close

competition with Coca Cola inc. of USA.

The Snacks food divisions manufacture and distribute and markets others snacks

worldwide.
The restaurant segment primarily consists of the operations of the worldwide Pizza-Hut,

Taco bell and KFC chains PFS, PepsiCo’s restaurant distribution operation, supplies to

Company owned and Franchise restaurants in the U.S.

When Coca Cola changed its formula in 1985, Pepsi Stepped up its competition

with its long time archrival claiming victory in the Cola-wars. Coke and Pepsi expended

their rivalry to tea in 1991 when Pepsi formed a venture with No.1 Lipton in response to

Coke’s announced venture with Nestle (Nestea).

“Pepsi Co is going blue”. This was the new color adopted by the company to

strengthen its brand globally. Also the company is changed colors from Generation X to

GENERATION NEXT.

Although Pepsi holdings over the years have become diverse in such fields as the

Snacks industry and Restaurants industry, this portfolio will discuss its core business and

its highly successful business of Beverages. The soft drink industry customer base is

probably the widest and deepest base in a world that is flooded with some many

categories. According to Beverage Digest the customer base for soft drinks is a whopping

95% of regular users in the United States. This represents a large field of potential

customers for Pepsi Cola.

Pepsi prefers to segment itself as the beverage choice of the “New Generation”,

“Generation Next”, or just as the “Pepsi Generation”. These terms adopted in Pepsi’s

advertising campaigns are referring to the markets that marketers refer to as Generation

X. The Generation X consumer is profiled to be between the ages of 18 to 29. They have

high expectations in life and are very mobile and active. They adopt a lifestyle of living
for today and not worrying about long-term goals. Those Pepsi’s main emphasis on this

segment they also have a focus on the 12 to 18 year old market. Pepsi believes if they can

get this market to adopt their product then they could establish a loyal customer for life.

Pepsi Cola throughout its 100 years of existence has developed much strength.

One of the strengths that has developed Pepsi into such a large corporation is a strong

franchise system. The strong franchise system was the backbone of success along with a

great entrepreneur spirit. Pepsi’s franchise system and distributors is credited to bring

Pepsi from a 7,968 gallons of soda sold in 1903 to nearly 5 billion gallons in the year of

1997.

Pepsi also has the luxury to spend 225 million dollars in advertising a year. This

enormous ad budget allows Pepsi to reinforce their products with reminder advertising

and promotions. This large budget also allows Pepsi to introduce new products and very

quickly make the consumer become aware of their new products.

Pepsi also has had the good fortune of making very wise investments. Some of

the best investments have been in their acquiring several large fast food restaurants. They

have also made wise investments in snack food companies like Frito Lay, which at

present time is the largest snack company in the world. Probably high on the list of

strengths is Pepsi’s beverage line up.

 Pepsi has four soft drinks in the top ten beverages in the world. These brands are

Pepsi, Mountain Dew, Diet Pepsi, and Caffeine Free Diet Pepsi. Some other strong

brands are All Sport, Slice, Tropicana, Starbucks, Aquafina and a license agreement with

Ocean Spray Juices.

ORGANIZATIONAL STRUCTURE Chairman

President

Unit Manager

TDM

ADC

Customer Executive Customer Executive

Distributers A,B,C Distributers E,F

Route Agents Route Agents

Helper Helper
 Product

Profile

PRODUCT POSITIONING OF PEPSI CO.

 Pepsi prefers to position itself as the beverage choice of the “New Generation”,

“Generation Next”, or just as the “Pepsi Generation”.

These terms adopted in Pepsi’s advertising campaigns are referring to the markets

that marketers refer to as Generation X. The Generation X consumer is profiled to be

between the ages of 18 to 29. They have high expectations in life and are very mobile

and
active. They adopt a lifestyle of living for today and not worrying about long-term goals.

Though Pepsi’s main emphasis is on this segment but they also have a focus on the 12 to

18 year old market.

The rich deep blue coloring represents eternal youthfulness and openness.

Marketing plans like “Yeh Dil Maange More”, “Got Another Pepsi”, “Ye Pyass Hai

Badi” have made Pepsi one of the coolest brands recognized among teens in the top five

and the only beverage product in this category.

PEPSI-COLA LOGOS

The Pepsi-Cola logo has changed many times over the years. Here's a

chronological history of the various logos.

Slogans and Logos
1898 Brad's Drink
 Exhilarating, Invigorating, Aids
1903
Digestion
1906 Original Pure Food Drink
1908 Delicious and Healthful
1915 For All Thirsts - Pepsi:Cola
1919 Pepsi:Cola - It makes you Scintillate
1920 Drink Pepsi:Cola - It Will Satisfy You
1928 Peps You Up!
1929 Here's Health!
1932 Sparkling, Delicious
1933 It's the Best Cola Drink
Double Size
1934
Refreshing and Healthful
1938 Join the Swing to Pepsi
1939 Twice as Much for a Nickel
1943 Bigger Drink, Better Taste
1947 It's a Great American Custom

1949 Why Take Less When Pepsi's Best?

1950 More Bounce to the Ounce

The Light Refreshment
1954
Refreshing Without Filling
1958 Be Sociable, Have a Pepsi
 Now It's Pepsi for Those Who Think
1961
Young

Come Alive! You're in the Pepsi

1963
Generation
Taste that Beats the Others Cold, Pepsi
1967
Pours It On.
You've Got a Lot to Live, Pepsi's Got a
1969
Lot to Give
1973 Join the Pepsi People Feelin' Free
1976 Have a Pepsi Day!
Catch That Pepsi Spirit
1979
Take the Pepsi Challenge
1981 Pepsi's Got Your Taste for Life
1983 Pepsi Now!
1984 The Choice of a New Generation
1987 America's Choice
1989 A Generation Ahead
1992 Gotta Have It
1993 Be Young, Have Fun, Drink Pepsi
1995 Nothing Else is a Pepsi

1997 Generation Next

1998 Same Great Taste

1999 The Joy of Cola
2000 The Joy of Pepsi

2003

2004
Pepsi. It's the Cola
2005

2006
STRENGTH & WEAKNESSES
 OF PEPSI CO.
Pepsi Cola throughout its 100 years of existence has developed much strength. One of the

strengths that have developed Pepsi into such a large corporation is a strong franchise

system. The strong franchise system was the backbone of success along with a great

entrepreneur spirit. Pepsi’s franchise system and distributors is credited to bring Pepsi

from a 7,968 gallons of soda sold in 1903 to nearly 5 billion gallons in the year of 1997.

Pepsi also has the luxury to spend 225 million dollars in advertising a year. This

enormous ad budget allows Pepsi to reinforce their products with reminder advertising

and promotions. This large budget also allows Pepsi to introduce new products and very

quickly make the consumer become aware of their new products.

Pepsi-Cola provides advertising, marketing, sales and promotional support to Pepsi-Cola

bottlers and food service customers. This includes some of the world's best-loved and

most-recognized advertising. New advertising and exciting promotions keep.

Pepsi-Cola brands young. The company manufactures and sells soft drink

concentrate to Pepsi-Cola bottlers. The company also provides fountain beverage

products.

Pepsi also has had the good fortune of making very wise investments. Some of

the best investments have been in their acquiring several large fast food restaurants. They

have also made wise investments in snack food companies like Frito Lay, which at

present time is the largest snacks company in the world.

Probably high on the list of strengths is Pepsi’s beverage line up. Pepsi has four

soft drinks in the top ten beverages in the world. These brands are Pepsi, Mountain

Dew, Diet Pepsi, and Caffeine Free Diet Pepsi. Pepsi also has the No.1 tea in the
United States, Lipton Tea. Some other strong brands are All Sport, Slice, Tropicana,

Starbucks, Aquafina and a license agreement with Ocean Spray Juices.

Pepsi Cola like any company has weaknesses. Ironically, the one strength that has

been credited for most of its success in the past has now become a weakness for Pepsi.

This former strength is the franchise system. The franchise system in Pepsi Corporate

view has become a liability. Pepsi in today’s market must be able to act as one instead of

several separate units.

The franchise system has become a hurdle to Pepsi because many of these

franchises have become very strong and will not be dictated by PepsiCo on how to

handle their operations. Some of these franchises are unwilling to support certain Pepsi

products and at times produce their own private label products that are in direct

competition with Pepsi products.

Secondly the franchisees are not willing to make capital expenditures to keep up

with Coca-Cola who is a firm believer in reinvesting into their infrastructure (Coca Cola

at present time does not operate a franchise bottling system).

As mentioned earlier Pepsi has tried to elevate this problem by spinning off their

interest in fast food restaurants but at present time are still guilty by association to many

of the large fountain accounts. The franchise system has also affected fountain sales due

to the fact franchisees are not willing to buy expensive fountain equipment to place in

accounts mainly because the profit margin is so low and could take years to recoup their

investment. Pepsi also has a weakness in the international beverage market.

Unfortunately for Pepsi they were a “Johnny Come Lately” into this arena. Pepsi

has tried to enter this market by trying to do in three years what took Coke 50 years to

do. This area will take years for Pepsi to mature simply due to Coke’s dominance in the
international market and the strong ties that Coke has developed with these markets and

their governments.

Pepsi customers buy nearly five billion gallons of soft drinks per year. Pepsi

customers buy their products because of taste, price, packaging and promotional factors

and of a wide variety of brands. Pepsi customers also buy their products due to the high

accessibility of Pepsi brands.

Pepsi products are distributed to many outlets. For example, supermarkets where Pepsi

buys large shelf area and display areas so the customer can find them easier, viz,

Convenience stores, Restaurants, Movie theaters and almost and other conceivable spots.

Pepsi has a competitive advantage over Coke because of the image it portrays.

Pepsi promotes itself as the choice of the “New Generation”. Pepsi gets this advantage

by implementing such large marketing projects like “Project Globe”. This marketing

plan, which Pepsi spent 637 million dollars over five years, is to introduce the new rich

deep blue coloring of its packaging. The rich deep blue coloring represents eternal

youthfulness and openness. Marketing plans like this made Pepsi one of the coolest

brands recognized among teens in the top five and the only beverage product in this

category.

Another competitive advantage that Pepsi has is in their product Mountain Dew.

Mountain Dew has grown a staggering 74.1% over the last five years. Mountain Dew has

a 6.3% market share and has recently become the No.4 soft drink in America. At this

current pace Mountain Dew will be come the first non-cola to reach the 1billion gallon

mark in one year.

 Pepsi also has an advantage as an innovator in their field. They are the first soft

drink makers to introduce a new one-calorie soda called Pepsi-One with, just approved

by the FDA, Ace-K.

This new sweetener is slated to be a break through for diet soda in which it limits

the after taste associated with diet soda and brings a more cola taste to the product. Pepsi

has always been a strong No.2 against Coke and have become one of the world’s largest

Companies. As far as market share is concerned Pepsi stands strong.

 PEPSI-THE INDIAN EXPERIENCE

• Pepsi is one of the most well known brands in the world today available in over

160 countries. The company has an extremely positive outlook for India. "Outside

North America two of our largest and fastest growing businesses are in India and

China, which include more than a third of the world’s population." (PepsiCo’s

annual report, 1999)

• This reflects that India holds a central position in Pepsi’s corporate strategy.

India is a key market for PepsiCo, and at the same time the company has added value to

Indian agriculture and industry. PepsiCo entered India in 1989 and is concentrating in

three focus areas – Soft drink concentrate, Snack foods and Vegetable and Food

processing.

• Faced with the existing policy framework at the time, the company entered the

Indian market through a joint venture with Voltas and Punjab Agro Industries. With the

introduction of the liberalization policies since 1991, Pepsi took complete control of its
operations. The government has approved more than US$ 400 million worth of

investments of which over US$ 330 million have already flown in.

• One of PepsiCo’s key strategies was to develop a completely local management

team. Pepsi has 19 company owned factories while their Indian bottling partners own 21.

The two advertisements tags: ‘yehi hai right choice baby’ and ‘nothing official about it’

immediately ring a bell- it’s got to be Pepsi.

 The advertisement tag ‘yehi hai right choice baby’ was the first ‘Hinglish’

slogan ever used in the in the Indian market. This slogan proved to be the best suited one

for Pepsi and it was a mega hit and at that moment of time.

Pepsi in a short span of its operations in India has found a place in the hearts and

minds of the Indian consumers. The success has primarily been due to the innovative and

passionate Indian team, which has been built over the years. Pepsi is a trendsetter

managed and run by Indians, where important decisions are taken locally.

Pepsi started its operations in India in 1989 and since then PepsiCo has set up a

fully integrated operation in India viz. Manufacturing, Research & Development,

Marketing, Distribution and Franchising- covering fruit/vegetable processing, Exports,

Snack Foods & Beverages. In the mean time Pizza Hut and Frito Lay’s are the examples

in this regard only.

Pepsi has 40 bottling plants in India, out of which 16 are company owned and 24 are

owned by Indian franchisees. One of the major player in franchisee is RKJ Group.

The RKJ group is India's leading supplier of retailer brand Carbonated and Non-

Carbonated soft drinks, with beverage manufacturing facilities in India and Nepal. Its

experience in the beverage industry dates back to the sixties when it had the first

franchise at Agra.

It has the license to supply beverages in the territories of Western U.P., part of

M.P., half of Haryana, whole of Rajasthan, Goa, 3 districts of Maharashtra, 9 districts of

Karnataka and whole of Nepal. The group has in total 18 bottling plants in India & Nepal

and is responsible for producing and marketing 44% of Pepsi requirement in India.
 This group has brought name and fame to the Pepsi as in all this regions Pepsi is

at the commanding position and in the mean this group has diversified itself into ice

cream, suiting and shirtings, restaurants, beer plant in Mauritius & edible oil plant in Sri

Lanka
 PEPSI-COLA IN INDIAN SCENARIO

Since the entry of Pepsi-Cola to India in 1989, the soft drink industry has under

gone a radical change. When Pepsi-Cola entered, Parle was the leader with the Thums-up

being its flagship brand. Other products offering by Parle included Limca & Goldspot,

another upcoming player in the market was, the erstwhile bottler of Coca-Cola, “pure

drinks”. Its offering includes Campa- Cola, Campa-Lemon & Campa-Orange.

With the re-entry of Coca-Cola in the Indian market, Pepsi-Cola had to go in

for more aggressive marketing to sustain its market share. The chronology of the

initial phase of the Cola wars in India was:

• 1977: Parle launched Thums-up and pure drinks launched Coca-Cola.

• 1998: In September, final approval for the Pepsi Foods Ltd. Project granted by

the “Cabinet Committee” on economic affairs of the “Rajeev Gandhi Govt.”

• 1990: In March, “Pepsi-Cola and 7-up” launched markets in north India.

• 1990: In May, The government cleared the Pepsi-Cola project again but with a

change in brand name to “Lehar Pepsi”, simultaneously it rejects the Coca-Cola

application “Citra” from the Parle, stable hited the market.

• 1991: Pepsi-Cola extended its soft drinks business and reached at national scale.

Pepsi-Cola launched its product in Delhi and Bombay.

 • 1992: In January, Brito foods application is cleared by the FIPB. Pepsi-Cola and

Parle start initial negotiation for a strategic alliance but took break off after a

while.

• 1993: Pepsi-Cola launched “Slice and Teem” captured about 25-30% of the soft

drink market in about 2 years.

• 1994: Pepsi bought “Dukes & Sones”.

• 1995: Pepsi-Cola lunched cans, having capacity of 330ml in various flavors.

• 1996: Pepsi-Cola domestic and international operations combined into a

Pepsi-Cola Company. International and domestic operations combined into

one business unit called “Frito-lay Company”.

• 1997: Pepsi-Cola brought “Mirinda Orange” opposite to “Fanta”.

• 1998: Pepsi-Cola launched “Mirinda Lemon” opposite to “Limca”.

• 1999: Pepsi-Cola launched “Diet Pepsi” in can and 1.5 Lit. “PET” bottle for

health conscious people.

• 2001: Pepsi-Cola launched Slice in “Tetra” Pack.

• 2003: Pepsi-Cola launched “Pepsi Blue” to get the favour of world cup season.

• 2005: Pepsi-Cola launched Mirinda in “Straw Berry” flavour to get the favour of

movie Batman.

• 2005: Pepsi-Cola launched 7-up as “7-up ice”.

Pepsi-Cola launched “Mountain Dew” to be more competitive with Coca-Cola

PEPSI-COLA PHRASES

The Pepsi-Cola marketing phrase has also changed many times

1909-1939: Delicious and Healthful

1939-1950: Twice As Much For A Nickel Too
1950-1963: The Light Refreshment
1953-1961: Be Sociable
1961-1963: Now It's Pepsi For Those Who Think Young
1963-1967: Come Alive! You're In The Pepsi Generation
1967-1969: Taste That Beats The Others Cold

1969-1973: You've Got A Lot To Live, Pepsi's Got A Lot To Give

1973-1975: Join The Pepsi People Feelin' Free

1975-1978: Have A Pepsi Day

1978-1981: Catch That Pepsi Spirit

1981-1982: Pepsi's Got Your Taste For Life!

1983-1983: Pepsi Now!

Pepsi, The Choice Of A New Generation

1984-1990:
Pepsi nothing official about it
1990- 1994:
Yeh dil mange more (Pepsi India)
1995- 2004
My Pepsi my world
2004- now

Pepsico launcbes
 “Nimbooz”

TIMES NEWS NETWORK

Lucknow: Now get packed ‘nimbu pani’ in pure Indian taste, this is what Pepsico
claimed on the launch of its new drink ‘Nimbooz’ here on Saturday. The leading soft
drinks brand launched the new product, stating that the real market is not for the soft
drinks but for one of nation’s favourite drink i.e ‘nimbu paani’ which is easly available in
every household.
Executive vice- president (marketing, flavours) Pepsico, Alpana Titus, said that

the drink bas been made only from the lemon juice and is without any added flavor and

fizz.

Talking about the sizes in which the product will be available, Alpana added that

during the initial stage, the products, which is a sub-brand of the already existing soft

drink 7Up, will be available in three packes which are of 200 ml returnable bottles, 350

pat pack and the 200 ml tetra pack priced at Rs 10, 15 and 10 respectively. They would

also be thinking about family packs of a litre and above, If the response is good.

The vice-president said that the product has been prepared by using the technique

of hot fill process as it helps in preserving the lemon juice for a longer duration. Asked

about the USP of the product in competition with other brands in the market, Alpana said

that Pepsico is the first company to launch a drink in the category. As of now, it is the

leader and another USP is the quality and hygiene which is far better in comparison to

the ‘nimbu pani’ available on the road side

The advertisements of the drink will soon be aired. The company has not roped in

any celebrity to market the product as it feels that the drink is for the common man and

he is the best brand ambassador.

 As a way of promotion, a special vehicle ‘Nimbooz highway gaddi’ has been

created that will visit four major highways connecting Delhi to Jaipur, Dehradun and

Agra.
PEPSI – BRANDS AND PACK

PROFILE BRAND PACKS:

The products are generally available in three kinds of

packaging:

GLASS BOTTLES
•
• SLICE MANGO

• DISPOSABLE CANS
• ET JARS
 FLAVOUR PACKS:

COLA (Soft drink):

 • MIRANDA ORANGE

MOUNTAIN DEW
 • 7UP

MINERAL WATER:--AQUAFINA
 THE RKJ GROUP

It can be said with absolute certainty that the RKJ Group has carved out a special niche for

itself. Their services touch different aspects of commercial and civilian domains like those

of Bottling, Food Chain and Education. Headed by Mr. R. K. Jaipuria, the group as on

today can lay claim to expertise and leadership in the fields of education, food and

beverages.

The business of the company was started in 1991 with a tie-up with Pepsi Foods

Limited to manufacture and market Pepsi brand of beverages in geographically pre-defined

territories in which brand and technical support was provided by the Principals viz., Pepsi

Foods Limited. The manufacturing facilities were restricted at Agra Plant only.
 The group also became the first franchisee for Yum Restaurants International

[formerly PepsiCo Restaurants (India) Private Limited] in India. It has exclusive franchise

rights for Northern & Eastern India. It has total 27 Pizza Hut Restaurants under its

company.

They have diversified into education by opening their first school in Gurgaon under

the management of Delhi Public School Society.

Companies are medium sized, professionally managed, unlisted and closely held

between Indian Promoters and foreign collaborators.

The group added another feather to its cap when the prestigious PepsiCo

“International Bottler of the Year” award was presented to Mr. R. K. Jaipuria for the year

1998 at a glittering award ceremony at PepsiCo’s centennial year celebrations at Hawaii,

USA. The award was presented by Mr. Donald M. Kendall, founder of PepsiCo Inc. in

the presence of Mr. George Bush, the 41st President of USA, Mr. Roger A. Enrico,

Chairman of the Board & C.E.O., PepsiCo Inc. and Mr. Craig Weatherup, President of

Pepsi Cola Company.

 Credentials

MAJOR CREDENTIALS
VARUN BEVERAGES LIMITED RECEIVED “GOLD STANDARD

AWARD” FOR PRODUCTION & QUALITY CONTROL FOR THE YEAR

1996-1997.

JAIPURIA GROUP WAS ADJUDGED “BEST BOTTLER” OUT OF MORE

THAN 2000 BOTTLERS ALL OVER THE WORLD FOR THE YEAR 1996-97.

LOCATIONS OF BOTTLING PLANTS OF

PEPSI IN INDIA
Research

Methodolo

gy
 RESEARCH METHODOLOGY

OBJECTIVE OF RESEAECH:-

The Main objective of research in this project was to get the detailed analysis

of the market position and the behavior of consumer about the product of

NIMBOOZ

RESEARCH PROBLEM:-

To what extent does the penetration level of the PepsiCo product's and the

other merchandising objects like cooling equipments, Ice Boxes, Glow signs,

Dealer boards, Paintings and Racks leads the penetration of such things from,

Coca-Cola during the summer period in the period in the year 2009 in

Dehradun city and Its rural area and urban area, distributed via direct and

indirect routes. What were the factors responsible for this level of penetration?
TYPE OF STUDY:-

Primary study.

RESEARCH DESIGN (ANALYTIVCAL RESEARCH)

The Design Of our research is statistical as it concerns the items are to be

observed and how the information and data gathered are to be analyzed.

SAMPLE DSSIGN:-

For the project we used non-probabilistic sampling that can also be termed as

we only targeted the shops which sells the pepsi product.

METHODS OF DATA COLLECTION

The data collected for the project was primary data. The data was collected

through personals interviews, which was in the form of direct personal

investigation. The interview was very structured because we only ask the

question as per the EDS format.

Types of data
 1.Primary data

2.Secondary data

THE MARKET RESEARCH PROCESS

The entire project was divided into five phases and each phase had its individual

significance and supplemented each other. The process had to be started from the grass

root level and it was very important to understand the market for this FMCG product,

which is very fast in production, distribution and consumption.

METHOD OF DATA COLLECTION

A. Route Riding

B. Retail Tracking

C. Corporate Tracking

D. Analysis of finding and observations

The entire process was more of a Descriptive Research type and incorporated a

formal study of the specific problems faced by most FMCG companies an exploring the

opportunities in the untapped market. The survey was conducted on the basis of PEPSI
product preference and evaluation of sales forecast in the new and underdeveloped

market including the evaluation of the advertising and promotional measures. The data

collected had to be systematically arranged, analyzed and reported in a form congenial to

take on the spot decisions.

The observation approach was adopted in the process by gathering the data

essential and material for the decision-making and with clear objective of increasing the

market share of PEPSI in the Dehradun market. Customer preferences and satisfaction

was also important in assessing the market share but that was very clear that customers

generally do not have loyalty towards the product in the Beverage industry rather what

matters the most is the product availability which will be discussed later.

All the phases mentioned above have been discussed along with the observations,

problems, and other dimensions which have been encountered and experience in detail in

the following pages.

 A. ROUTE RIDING :

The Beverage Industry or to be more specific, the Soft Drinks Industry has one of the

most active network in term of its production, supply, distribution, marketing,

consumption and also personal relations at the very second level of its distribution

network. That is the reason why it is sometimes said to be “Very Fast Moving

Consumables Goods”.

Due to the above stated reason it becomes very essential to study and analyze the

market of these products from the grass root level. So in the Soft Drinks Company as

PEPSI, route riding becomes the first and foremost step in any of the activities to be

undertaken be it any official so we were no exceptions.

 During the very initial days we were required to exercise Route Riding, the

objective of which was:

• To understand and analyze the market in its raw and basic form.

• To gain an in depth knowledge of the merchandising and processing

activities of the Route Agents and understand the Beverage market.

• To undertake the comparative study of the various brands and flavour packs

of all existing beverages or soft drinks

market and the market share and growth potential of each brand

individually.

• To develop innovative ideas to enhance the distribution system.

Route Riding is basically accompanying Pepsi Vans along with the route agents

and understanding the way they conduct merchandising activities right from the charged

vans leave the depot to the entry of empty vans back to the depot. The Route Riding

phase was for the initial twinty days in which we had covered twenty different routes.

The Route Riding is a crucial phase because the actual dealing with the retailers

and their dealing with the customers can be very efficiently understood through this

process which is important at all levels of decision making in the industry.

The Routes i.e., the Pepsi Vans were charged and left the depot by 7:30 in the

morning, accompanied by the Route Agent (R.A.’s). The RA’s were given the route

planners and the particulars of the products, flavors, and quantities along with the billing
materials. The vans had to cover the entire route and the RA had to do the merchandising

and sales against cash, which was a significant feature of this industry. The targets were

given twice or thrice in a week that was a challenge for them and after achieving these

targets the RA’s was awarded with some special incentives. As there exists a player like

Coca Cola. So it had a lot to do with schemes, discounts and other incentives.

The routes were allocated on the basis of individual areas and the demand of the

product in that particular area. The RA’s been responsible for the accomplishment of

their sales target on their routes and was given incentives on achieving the targets. Not

only this, the RA’s also had the responsibility of moving the flavors and packs in

proportion along with the proper display of the products for proper visibility and

arrangement of products in brand order along with “VISI purity”.

The RA’s had the responsibility of setting up Monopoly PEPSI Sales Counters

where no products except that of PEPSI would be available amongst the soft drinks and

especially of Coca Cola. These monopoly sales counters enjoyed special benefits in terms

of discounts, schemes, VISI’s (fridges), display boards, glow signboards, wall paintings,

banners, posters and other incentives.

The RA’s had to achieve their sales target and surrender the daily sales proceeds

with the concerned Customer Executives along with the route planner and billing

materials and gate pass along with the details of sales on their route.
 The entire activities of the RA’s was controlled by the Customer Executives, who

also assisted the RA’s in achieving their targets and were in charge of the sales

performance in their assigned areas. A Customer Executive had nine to ten RA’s under

him and was responsible for their performances as well. He was also concerned with the

promotional activities on his routes and handling of policy matters in the corporate

regarding supply to industrial canteens and cafeterias.

We as Research trainees were required to study and analyze the activities of the

RA’s and be familiar with the market. We had been provided Market Analysis Sheets by

the MDC in which we were required to record the observations of the retail outlets on a

particular route.

The observations, which were required to be recorded in, were:

• The quantity of the cold and warm stocks of all brands and flavors available at the

outlet along with the outlet details.

• Inquiring about the satisfaction of the retailers in terms of sales of PEPSI

products, schemes, discounts, combo offers, and the benefits of promotional

activities.

• Inquiring about the satisfaction by the current distribution network in context to

product availability of all flavors packs or individual flavors according to demand

of customers, rates billings.

• Inquiring about the behavior and merchandising of RA’s in accordance with the

companies’ regulations and record complaints against RA’s, company or

products, if any.
 • Inquire about the performance of various brands and flavors packs and customer’s

response to those brands or flavors and also to educate the retailers about various

schemes and incentives to increase sales volume.

• Last but not the least, assessment of the effectiveness of, assessment of the

effectiveness of promotional materials and activities like, display boards, glow

signs, signage, wall paintings, posters, banners, racks, shelves, counters, VISI’s,

and also impact of nation wide advertising on brand loyalty by the customers.

The information so collected was required to be filled in the Market Analysis

Sheet (specimen on the next page) and reported to the MDC along with other information

in order of their seriousness.

B. RETAIL MAPPING OF DEHRADUN :

The Retail Mapping is the integral part of the project and the most crucial is taking

significant decisions regarding the enhancement of the distribution network involving

heavy investment on account of increasing the routes and starting new routes and

promotional measures on those routes to increase its market share in Dehradun. The new

routes, exploring new markets required the decision to be supported with facts and

figures which had to be provided by the Research trainees on the basis of the survey

conducted in the market and processed data there of the retail mapping had to be
conducted on the basis of the Retail Tracking Sheet (RTS), which had been developed by

the Marketing Development Coordinator and Customer Executives of the Dehradun unit

which incorporated the retail outlets, their addresses, proprietor, respondent etc and

served as a vital database for all market since then for PEPSI in Dehradun and had to be

incorporated in the project in accordance to the companies policies.

Objectives of Retail Mapping:

• Segregating entire Dehradun for Strong Area Programme and Weak Area

Programme i.e., SAP and WAP.

• Assessment of retailer’s performance.

• Assessment of the level of promotional measures required for increasing market

share of PEPSI.
 • Collection of required information for making investment decisions for the

enhancement of existing routes and opportunities for new routes in existing

market as well as exploring new market.

• Classification of all retail outlets in Dehradun into five broad categories viz, On

Route, Non Existence, Non Potential, Reachable and Non Reachable under the

head, Potential Retail Outlets.

The duration for the completion of the Retail mapping took duration of 20 days.

The entire survey was guided and directed by the Customer Executive and Daily report

had to be presented to him after assessment and analysis along with other findings and

observations. The Data had to be classified in a systematic manner and presented in a

predefined format, which was further reviewed by the Marketing Development

Coordinator.

The Retail Mapping process incorporated of including of new outlets, which have

been omitted or newly opened, and the product availability on all these outlets. The

major

thrust was on segregating the market for Strong Area Programme and Weak Area

Programme.

The Strong Area refers to the routes on which the sales targets are met without

much effort and have continuous demand for the products. These areas are performing to

the standards and are contented with the level of promotion schemes and other sales

boosting measures. The marketing efforts are nominal in these areas because of the
surplus demand and the area of concern is only to ensure the proper and efficient supply

of the products to meet the demand. In the Dehradun market approximately 32% of the

market can be said to be strong areas and these areas include the well-developed markets

as shopping malls, movie theatres, convenios, hotels, restaurants and bars etc. For

these Strong areas, SAP only aims at maintaining the performance of the product and

enhancing the sales volume. It is not the area of serious concern for the company.

On the contrary the Weak Area refers to those areas or routes, which are critically low in

sales and the targets, are tough to achieve and require aggressive marketing support. The

demand in these areas is fluctuating or rather feeble. The routes are the area of concern

for the company as the demand is very low due to many reasons and the major one is the

existence of the player like Coca Cola in the market. Other reasons could be poor

distribution network, inadequate availability of the products on the outlet, inadequate

promotional measures and marketing support, undeveloped market as that of the interiors

etc.

These weak areas had to be identified and the cause of their inferior performance

had to be traced through the Retail Mapping and the company had to be provided with

the facts and figures to take legitimate measure on the basis of the findings of the

deficient performance of the product in these areas. This involved the aggressive

marketing

strategy and heavy investment decisions to strengthen these markets. For this purpose the

classification of the outlets into five categories was very crucial along with the other

findings and observations discussed later. These five heads of classification have been

discussed as under.
 ON ROUTE :

It refers to the retail outlets, which are covered by the Route Agents and visited

daily for sales and merchandising. The outlet is visited daily and actively involved in the

sales of all brands and flavor packs

 NON EXISTENCE:

It refers to the outlets which were merchandising the product are no more in

existence, i.e., they have diversified their business activity or have closed.

 NON POTENTIAL:

It refers to those outlets, which are in existence but have very low potential in

terms of sales or are not keenly interested in merchandising the products of soft

drink.

A careful assessment had to be done in case of Non Potential outlets, as they

would turn to be potential in near future. It was also the area of operation of

project to motivate these Non Potential outlets to undertake the merchandising of

PEPSI.

 POTENTIAL OUTLETS :

It refers to those outlets, which have the potential for the merchandising of PEPSI

and have the required investment capabilities and can be the profitable Point Of Purchase
of PEPSI by the customers. There were cases in case of these potential outlets, which

were already merchandising PEPSI, and those, which did not, dealt with beverage

products. The possibilities of setting monopoly counter were very fair at these outlets and

were given special attention. The Potential outlets had to be further classified in two

heads as below:

REACHABLE POTENTIAL OUTLETS :

 It refers to those Potential outlet which are reachable i.e., the products can be

made available with the PEPSI vans. The reachability decision had to be taken in context

to the accessibility of the vans at these outlets.

NON REACHABLE POTENTIAL OUTLETS :

It refers to those Potential outlets which are not accessible by the PEPSI vans.

These outlets had to be considered because the sales volume can be increased at these

outlets and so alternative method of distribution and promotional activities have to be

evaluated and worked upon.

 C. CORPORATE MAPPING :

Dehradun city had huge potential for the sales of PEPSI in corporates as these concerns

had factories, offices and canteens and the officials and workers base was very strong.

The process of Retail Mapping was followed by the Corporate Mapping, which

incorporated of tracing of the organizations and assessing the market for PEPSI in these

areas. Apart from these the database had to be updated to turn the non-potential market in

the corporate into profitable liaisons for the increment of sales volume.

THE OBJECTIVES OF CORPORATE MAPPING WERE:

  Trace the organizations with and without canteens and cafeterias and

estimate the market for PEPSI.

 Estimate the brand preference of PEPSI and COKE in the corporates and

the reasons thereof.

 To review the product performance and satisfaction along with the

expectations of the customers in corporates including PEPSI Dispenser

Equipments.

 To assess the product availability and demand of the product (Traffic) in

these organizations as well as when the product has the optimum consumption

e.g. daily, delegations, meetings, parties, or other occasions and the customers

i.e., whether the officials or workers or both.

 To ensure efficient supply and record any complaints or grievances

thereof.

 To assess the promotional measures being adopted by Coca Cola for

tapping these markets and locate the weak points in corporates having Coca

Cola counters to convert them into profitable opportunities.

The Corporate Mapping was the supplementary programme in the project to boost

the sales performance of PEPSI in Dehradun and capture the market share of its nearest

competitor. The analysis and findings were recorded on the format provide by the

company accompanied by the list of findings and observations in order or their

preference and seriousness along with all the relevant details about the organization. The

matters were discussed and analyzed carefully by the MDC.

The corporate matters had to be given a special care as these had huge potential

for the product. The specimen copy of the Corporate Mapping format is attached for

reference. The findings and observations have been discussed in the coming pages.
 D. ANALYSIS OF FINDINGS AND

OBSERVATIONS:
The main objective of the company is to increase the brand preference and market share

so any information material form this point of view had to be take into account along

with the formats provided by the company for predefined information recording and

analysis of those recordings and present the information in an organize and systematic

manner in a condensed form reflecting the actual position of the market.

The information had to be recorded in the format along with the relevant

information as per the objectives of the research and an analysis of that information had

to be made and present them in an understandable format so that immediate inferences

can be drawn. Generally those information had to be presented in percentages and the

other findings and observations had to be evaluated and a list of findings had to be

arranged in order of their seriousness and areas of serious concern along with the outlet

details.

After the analysis sheets and formats have been surrendered to the C.E’s after analysis by

the trainees it was further analyzed and evaluate by him and a brief analysis was made

each day of the daily report. The CE’s further forwarded these reports after retaining the

reference copy, to MDC for further review and reference.

 E. SEGREGATION OF DEHRADOON :

As discussed earlier that the major objective of the Retail Mapping of Dehradun

was to segregate the market for PEPSI for the Strong Area Programme and the Weak

Area Programme. These Programmes have been discussed under the Retail Mapping

Head. The Data and fact collected by the survey had to be analyzed and presented in a

systematic form in order to draw meaningful inferences.

The finding of the Route Riding and the Survey conducted during the Retail

Mapping and the Corporate Mapping were combined together and analyzed together to

reach a final report ie, the RETAIL MAPPING SUMMARY or THE CONDENSED

DRAFT REPORT, which gave the entire picture of the actual position if PEPSI in

Dehradun. The report so prepared was on the basis of the Retail Tracking Sheet and the

other supplementary finding and observations were considered to reach a consensus of

declaring the route as a weak area or a strong area.

The reports were analyzed thoroughly by the Customer Executives and a meeting

was held for the assessment of the routes and the reasons of unfavorable performance in

the weak areas and how to improve the sales on those routes. The discussion comprised

of the further investments for the enhancement and extension of the routes and the level

of promotional measures required in these areas. The performance of Coca Cola was also

reviewed simultaneously and a comparative study was made to assess the performance

and growth in the industry. These data and figures were compared with that of the last

year and a growth percentage was reached which also served as a basis of declaring an

area as a Weak Area.

 As already mentioned PEPSI is a VFMCG so the marketing strategies are going

to be very dynamic in nature. The Customer Executives had to formulae day to day

strategies and these were communicated to RA’s in the morning when they were going to

leave the depot and this interaction among R.A.and C.E. was to be known as Gate

Meeting.

The programmes were to be based on the seriousness of the problems and

accordingly a mild or aggressive marketing, promotional and investment programme was

to be formulated.
Findings

&
 Observati

on

FINDINGS & OBSERVATION

The reports of each phase of the project had to be supplemented by the

information, data, facts and figures and significant findings and observation to support

the feasibility of decisions to be taken on the basis of the Retail mapping Summary or the

CDR. The information so recorded in each phases of the project had to be listed in order

of their relevance and seriousness and presented in a form to facilitate immediate

inference.
 Some of the important observations have been listed below:

 Soft drink business’s behavior is not governed by brand loyalty so the availability

of the right brand, at the right place, at the right time is the key for winning

consumer in soft drink business.

 The most important and satisfying observation was that, PEPSI had

approximately 64% market share in the soft drinks market in Dehradoon and

some of its brands like Mirinda Orange and Mountain Dew were performing

above standards apart from PEPSI Cola in spite of the Coca Cola with two cola

flavor packs i.e., Coke and Thumps up.

 The present distribution system of PEPSI is the best in the entire FMCG industry

in Dehradoon and the major strength

of PEPSI. The enhancement in the distribution network would definitely increase

the market share of PEPSI.

 The retailers played a very critical role in the increment in the sales volume of the

product and the had to be kept satisfied in order to increase the market share by

offering better schemes, discounts, display materials such as VISI’s, racks,

counter, signage, wall paintings and better amount for purchase of shelf space for

display.

 The existence of sub-dealers and super stockiest are also the major area of

problem, as they do not move the schemes and other display materials and
 incentives information to the retailers, which is one of the reasons for the

dissatisfaction of retailers.

 The cut throat competition between PEPSI and COKE had lead to the never

ending cola war and price war which has brought down the profit margins which

is one of the major grievances apart from the common complains pertaining to

schemes, incentives and display materials.

 The other major issue was the supply of PEPSI from the bottling plants in Delhi

and Punjab against the company policies. These plants supplied the products at

discounted rates and violated merchandising principles of PEPSI.

 Another critical issue was the presence of duplicate products of PEPSI in the

market. The details of these outlets have been surrendered to the company for

action against these outlets.

 The position of PEPSI in the corporates was not up to the mark and Coca Cola

had a better scene in this context. One of the reasons can be assigned to the

product positioning of PEPSI and Coca Cola.

Analysis

MARKET STATUS OF PEPSI PRODUCT

 PEPSI-COLA PRODUCTS

Lehar 7-Up Pepsi

6% 18%
Aquafina
6% Lehar Soda
4% Mirinda
Slice Orange
16% 12%

Mirinda
Lemon
Nimbooz 3%
Mountain Dew 10%
22% T ropicana
3%

PREFERENCE OF SOFT DRINKS IN

QUANTITY
 2 LT.
24%

200 ML
27%
330 ML (CAN)
2%

600 ML
12%

300 ML
35%
 PEPSI-COLA PRODUCTS

Aquafina Lehar 7-Up

7% 9%
Pepsi
24%
Lehar
Soda
Mirinda
4%
Orange
14%

Slice
20%

Mirinda
Lemon
Mountain 3%
Dew
19%
 RATIO OF CONSUMPTION OF SOFT DRINKS

PER 100 CONSUMERS

Once in a
week
Never Twice in a
3%
1% week
Occasional 12%
y
4%
Daily Often
13% 67%

The other Statistics and finding have been presented in the form of

various charts on the coming pages:

 DEMAND OF SOFT DRINK

CONSUMTION OF PEPSI BRAND

RATIO OF PEPSI AND

10%
 SOFT DRINK IN DEHRADUN

O TH E R S ,
11 PEPSI
P E P S I,
45 COCK
CO C K , 44 O TH E R S
Which brand purchase is the most?.

PEPSI Vs C OK E

43
PEPSI
57% C OKE
 SWOT

ANALYSIS
 SWOT ANALYSIS

STRENGTH:

1) Good market penetration.

2) Motivated channel partner.

3) Well defined routes.

WEAKNESS:

1) All flavour were not available in at least 80% shops.

2) Complaint handling was not up to mark.

3) Supply in certain area is very irregular and also route agents are not covering full

routes.

4) Poor signage and display is making the routes week for the sale of Pepsi.

5) Interpersonal relationship with the company officials and the route agent is not

satisfactory.
OPPORTUNITY:

1) It is observed that in some newly establishing areas many new outlets are opening

, Pepsi needs to concentrate on these new outlets and can gradually increase its

sale in these area.

2) Large number of mix outlets can be changed to Pepsi exclusive and coke

exclusive to mix only by luring them good and efficient supply, glow sign and

cooling equipments.
Conclusi

on
 CONCLUSION

The business of Soft Drink industry is significantly based upon the impulse

buying, so it is very necessary to Merchandise products of NIMBOOZ efficiently and

present them in such a manner so that it can motivate the consumer and generate a thirst

in consumer to consummate it.

Though, NIMBOOZ has a strong position in Dehradun with the support of its

efficient distribution network, aggressive marketing efforts and advertisements along

with attractive schemes but there still exists potential market in Dehradoon to be

exploited and a suitable Weak Area Programme or the Strong Area Programme has to be

formulated to improve its market share depending upon the area under consideration.

Soft drink business’s behavior is not governed by brand loyalty so the emphasis is

not only on creating the market but also on retaining it. The availability of the right brand

and flavor pack, at the right place, at the right time is a key for winning the customer in

soft drink business. Keeping these facts in mind it becomes very important to treat the

retailers with concern and satisfy them by various measures and so that they are loyal

towards NIMBOOZ. Public relation is also critically important in this industry.

Recommendati

ons
 RECOMMENDATIONS
The Project Retail Mapping was concerned only with providing the organization

with all the necessary information required to strengthen the position of NIMBOOZ in

Dehradun in the form of reports incorporating all information in an analyzed and

summarized form. But some critical and major issues, which have been identified on

account of extensive analysis, required suggestions to be put forward on the basis of the

current market scenario.

 There should be uniformity in, schemes, and discounts, which are offered to the

retailers and should be based on a specific parameter such as sales volume, to

avoid dissatisfaction and biasness among the retailers.

 Every possible step should be taken for the satisfaction of the retailers, as they are

the most important supplement to the sales promotion measures and nationwide

advertising campaigns of the company in context of boosting the sales and

enhancement of the brand image of PEPSI.

 The operations of the bottling plants of the surrounding territories should be

controlled in order to ensure that they do not supply the product in other

territories not under their area of operation.

 The company should modify its advertising strategy and educate the customers

about its age-old existence and enhance its brand image. This will appeal to the
 target customers of middle and older age groups apart from the younger

generation in which NIMBOOZ has a good hold.

 First and foremost things are that, whatever the policy is going to be formulated it

should not be same for all the areas. Different policies should be framed and

implemented at different areas by looking and keeping various variables in the

mind like buying habits, preferences, education level financial position of that

particular area and standard if living etc.

 Rural market being a very potential segment needs very quick and prompt efforts

to be taken to capture this high volume market.

 Many retailers complained regarding irregularly in visit by the executives. They

also said that executive give very bad response to their complaints. It is necessary

that executive should make frequent visit to cover each outlet and try to provide

them best

 Pouches, foreign particles were found in few bottles, so proper quality control

measures should be implemented as company’s reputation are at stake.

 There is a great market of NIMBU PANI but the supply is very poor, so the

supply should be made possible quickly.

 Quality of PET bottle should be improved so that most problems can be

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

should cut down its price especially of cans.

 Supply of posters, glow-sign boards, tin boards, banners and sun pack sheets etc

should be made at regular interval.

 Claim should be provided to the deserving retailers.

 Wall painting should be made regularly in the area, as it is a good medium of

advertisement.

 Proper attention should be given to the retailer’s problem so that they take interest

to increase the sale.

 Proper advertisement should be made at railway station, bus stand, posh area,

major market and economies place etc.

 A company may create favorable impression among the youth if they sponsors

small events like college festivals, university programs, school functions, fashion

shows, quiz programs etc.

 Retailers need display material. To enhance the marketing of the product.

Limitations
 LIMITATIONS
 The retailers in many cases reluctant to answered many questions.

 The respondents may be biased on influenced by some other factors.

 Time and money were the greatest limitation in carrying out the survey.

 A number of retailers (pan-shop) being illiterate, it took us lot of time in

collecting information.

 The mere information which we get from the retailers is not sufficient to arrive at

a conclusion.

 The seasonal changes affect the sell.

Main
 Key

Points

MAIN KEY POINTS

Service aspect of agencies is very effective, they deliver their product according to

the demand a just in time.

 After conducting the market survey of retailer in Dehradun city, I analyze that

NIMBU PANI is dominating over Coca-Cola

 After analyzing the market and calculate the weightage, the result comes out that

Mountain Dew is the leading product of Pepsi-Cola.

 Consumers do have a demand for 200 ml and 2 lit. bottle.

 Retailers have problem in display material.

 Most of the place like cinema hall and educational institutions are dominated by

Pepsi-Cola.

 Retailers have complaint regarding the PET, that more better quality bottle should

be used.

 Aquafina (Pepsi-Cola) in Dehradun city dominated Kinley (Coca-Cola) mineral

water.

 Retailers have a demand of some offers and free gifts.

 Kinley soda (Coca-Coal) is also dominated by Lehar soda (Pepsi-Cola) in

Dehradun city.
 Maaza (Coca-Cola) is also dominated by Slice(Pepsi-Cola).

 It was seen that Lehar Soda (1 lit.) in particular remains short during the season.

 In the market there is only a retailer on which the sale of the different product of

different company depends.

Bibliogra

phy
 BIBLIOGRAPHY

BOOKS :--

(1) Kothari C.R Research Methodology second revised edition , New Age

International publisher , p.p 135 to 150

(2) Philip Kotler Marketing Management Eleventh Revised Edition Eastern Economy

Edition ,Prentice hall INDIA P.P 336 TO 380

NEWSPAPERS :--

The Hindustan times

The Times Of India

The Hindu

The Telegraph
Magazines :--

 Advertising Management

 Business India

 Business Today

 Business World

Website :--

www.pepsiworld.com

www.pepsico.com

www.google.com
Questionna

ire
 QUESTIONNAIRE
Name :

____________________________________

Address :

____________________________________

____________________________________

Contact No. :

____________________________________

Q.1. Do you like cold drink ?

(a.) yes ( ) (b.) no. ( ) (c ) Occasionally ( )

If no than specify _______________________________________________________

Q.2.Which cold drink do you most likely ?

(a) pepsi ( ) (b ) coca cola ( ) (c ) Both ( ) (d ) Other ( )

If other than specify______________________________________________________

Q.3.Are you satisfied with Pepsi product?

(a ) yes ( ) (b ) no ( )

If no than specify ________________________________________________________

Q.4. Which quantity of soft drinks you have?

(a.) 200 ml ( ) (b.) 300 ml ( ) (c.) 500 ml ( ) (d.) 2 lit. ( ) (e.) All. ( )

Q.5.Do you like nimbu pani of pepsico?

(a.) yes ( ) (b ) no ( )

If no than specify _________________________________________________________

Q.6 Which quantity do you mostly use ?

(a) glass ( ) (b ) pat ( )

Q.7.The rate of nimbu pani is perfect or not?

(a ) yes ( ) (b ) no ( )

If no than specify ________________________________________________________

Q.8 Which segment do you most like of nimbu pani?

(a ) children ( ) (b ) young ( ) (c ) old ( )

Q.9. What changes do you want nimbooz should have?

(a.) Test ( ) (b.) Packages.( ) (c ) Price ( )

Q.10.Is nimbu pani suitable for small kids and old people?

(a.) Yes ( ) (b ) No ( )

If no than specify ________________________________________________________

200 ML 300ML

STOCK PCI CCX PCI CCX

REGULAR

600 ML 2 LIT
PCI CCX PCI CCX

STOCK

PET
 APPENDIX

MARKET SHARE OF MAJOR COMPETITORS IN DEHRADUN PEPSI MARKET

MARKET SHARE

OTHERS
8%

KWALITY
PEPSI 50%
42%
 Price margin

140%

120%

100%
Percentage

80%
Series1
60%

40%

20%

0%
Brand name
BRAND NAME PRICE MARGIN

Kwality 100%
PEPSI 125%

RETAILER PRICE MARGIN

21%

20%

20%
PERCENTAGE

19%
PRICE
MARGIN
19%

18%

18%

17%
BRAND NAME

BRAND NAME RETAILER PRICEMARGIN

KWALITY 20%
PEPSI 18%

PUSHCART PRICE MARGIN

17.00%

16.80%

16.60%
PERCENTAGE

16.40%
Series1
16.20%

16.00%

15.80%

15.60%
BRAND NAME

BRAND NAME PUSHCART PRICE MARGIN

KWALLITY 16.75%
PEPSI 16%
 NUMBER OF PUSHCHART

60

50

40
NUMBERS

30 Series1

20

10

0
BRAND NAME

BRAND NAME NUMBER OF PUSHCHART

KWALLITY 31
PEPSI 53
 Numbers of retailers

70

60

50
Numbers

40
Series1
30

20

10

0
Brand name

BRAND NAME

KWALLITY 45
PESPI 60
 DEALER PRICE MARGIN

10%

10%

10%
PERCENTAGE

10%
Series1
10%

10%

10%

9%
BRAND NAME

BRAND NAME DEALER PRICE MARGIN

KWALLITY 10%
PEPSI 9.75%
 ADVERTISEMENT EXPENCES

5.00%

4.50%

4.00%

3.50%
PERCENTAGE

3.00%

2.50% Series1

2.00%

1.50%

1.00%

0.50%

0.00%
BRAND NAME

BRAND NAME

KWALLITY 4.5%
PEPSI 2%