Professional Documents
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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
CHAPTER ONE
INTRODUCTION
OBJECTIVES
COMPANY PROFILE
PRODUCT PROFILE
CREDENTIALS
CHARTER TWO
RESEARCH MEATHODOLOGY
RESEARCH DESIGN
SIMPLE DESIGN
DATA COLLECTION
MARKET RESEARCH PROCESS
CHAPTER THREE
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
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
efficiently. I would also like to pay thanks to all my classmates and friends
. 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
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
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.
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,
product of pepsico and probing into opportunities of increasing the market share in
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
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
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
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
Assess the promotional measures in the context to the sales of PEPSI and
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
and policies which were quite material for the efficient and effective results and
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
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
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
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
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
“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
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
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
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
President
Unit Manager
TDM
ADC
Helper Helper
Product
Profile
These terms adopted in Pepsi’s advertising campaigns are referring to the markets
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
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
The Pepsi-Cola logo has changed many times over the years. Here's a
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
bottlers and food service customers. This includes some of the world's best-loved and
Pepsi-Cola brands young. The company manufactures and sells soft drink
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
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,
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
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
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
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
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
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
drink makers to introduce a new one-calorie soda called Pepsi-One with, just approved
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
• 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
• 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.
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’
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
Snack Foods & Beverages. In the mean time Pizza Hut and Frito Lay’s are the examples
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
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
for more aggressive marketing to sustain its market share. The chronology of the
• 1998: In September, final approval for the Pepsi Foods Ltd. Project granted by
• 1990: In May, The government cleared the Pepsi-Cola project again but with a
• 1991: Pepsi-Cola extended its soft drinks business and reached at national scale.
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
• 1999: Pepsi-Cola launched “Diet Pepsi” in can and 1.5 Lit. “PET” bottle for
• 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.
Pepsico launcbes
“Nimbooz”
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 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
created that will visit four major highways connecting Delhi to Jaipur, Dehradun and
Agra.
PEPSI – BRANDS AND PACK
packaging:
GLASS BOTTLES
•
• SLICE MANGO
• DISPOSABLE CANS
• ET JARS
FLAVOUR PACKS:
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
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
Companies are medium sized, professionally managed, unlisted and closely held
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
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
MAJOR CREDENTIALS
VARUN BEVERAGES LIMITED RECEIVED “GOLD STANDARD
1996-1997.
THAN 2000 BOTTLERS ALL OVER THE WORLD FOR THE YEAR 1996-97.
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.
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
The data collected for the project was primary data. The data was collected
investigation. The interview was very structured because we only ask the
Types of data
1.Primary data
2.Secondary data
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,
A. Route Riding
B. Retail Tracking
C. Corporate Tracking
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
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 Beverage Industry or to be more specific, the Soft Drinks Industry has one of the
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
• To understand and analyze the market in its raw and basic form.
• To undertake the comparative study of the various brands and flavour packs
market and the market share and growth potential of each brand
individually.
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
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
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,
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
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 quantity of the cold and warm stocks of all brands and flavors available at the
activities.
• Inquiring about the behavior and merchandising of RA’s in accordance with the
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
• Last but not the least, assessment of the effectiveness of, assessment of the
signs, signage, wall paintings, posters, banners, racks, shelves, counters, VISI’s,
and also impact of nation wide advertising on brand loyalty by the customers.
Sheet (specimen on the next page) and reported to the MDC along with other information
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
• Segregating entire Dehradun for Strong Area Programme and Weak Area
share of PEPSI.
• Collection of required information for making investment decisions for the
• Classification of all retail outlets in Dehradun into five broad categories viz, On
Route, Non Existence, Non Potential, Reachable and Non Reachable under the
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
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
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
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.
would turn to be potential in near future. It was also the area of operation 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:
made available with the PEPSI vans. The reachability decision had to be taken in context
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
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.
Estimate the brand preference of PEPSI and COKE in the corporates and
Equipments.
these organizations as well as when the product has the optimum consumption
e.g. daily, delegations, meetings, parties, or other occasions and the customers
thereof.
tapping these markets and locate the weak points in corporates having Coca
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
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
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
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
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
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
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
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.
to be formulated.
Findings
&
Observati
on
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
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
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
The present distribution system of PEPSI is the best in the entire FMCG industry
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
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
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
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
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
Mirinda
Lemon
Nimbooz 3%
Mountain Dew 10%
22% T ropicana
3%
QUANTITY
2 LT.
24%
200 ML
27%
330 ML (CAN)
2%
600 ML
12%
300 ML
35%
PEPSI-COLA PRODUCTS
Slice
20%
Mirinda
Lemon
Mountain 3%
Dew
19%
RATIO OF CONSUMPTION OF SOFT DRINKS
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
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:
WEAKNESS:
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
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
present them in such a manner so that it can motivate the consumer and generate a thirst
Though, NIMBOOZ has a strong position in Dehradun with the support of its
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
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
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
There should be uniformity in, schemes, and discounts, which are offered to the
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
controlled in order to ensure that they do not supply the product in other
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
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
mind like buying habits, preferences, education level financial position of that
Rural market being a very potential segment needs very quick and prompt efforts
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
There is a great market of NIMBU PANI but the supply is very poor, so the
minimized.
Soft drink is still considered a treat virtually a luxury, so it possible company
Supply of posters, glow-sign boards, tin boards, banners and sun pack sheets etc
advertisement.
Proper attention should be given to the retailer’s problem so that they take interest
Proper advertisement should be made at railway station, bus stand, posh area,
A company may create favorable impression among the youth if they sponsors
small events like college festivals, university programs, school functions, fashion
Time and money were the greatest limitation in carrying out the survey.
collecting information.
The mere information which we get from the retailers is not sufficient to arrive at
a conclusion.
Points
Service aspect of agencies is very effective, they deliver their product according to
After analyzing the market and calculate the weightage, the result comes out that
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.
water.
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
phy
BIBLIOGRAPHY
BOOKS :--
(1) Kothari C.R Research Methodology second revised edition , New Age
(2) Philip Kotler Marketing Management Eleventh Revised Edition Eastern Economy
NEWSPAPERS :--
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. :
____________________________________
(a ) yes ( ) (b ) no ( )
(a.) 200 ml ( ) (b.) 300 ml ( ) (c.) 500 ml ( ) (d.) 2 lit. ( ) (e.) All. ( )
(a.) yes ( ) (b ) no ( )
(a ) yes ( ) (b ) no ( )
Q.10.Is nimbu pani suitable for small kids and old people?
(a.) Yes ( ) (b ) No ( )
200 ML 300ML
REGULAR
600 ML 2 LIT
PCI CCX PCI CCX
STOCK
PET
APPENDIX
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%
21%
20%
20%
PERCENTAGE
19%
PRICE
MARGIN
19%
18%
18%
17%
BRAND NAME
17.00%
16.80%
16.60%
PERCENTAGE
16.40%
Series1
16.20%
16.00%
15.80%
15.60%
BRAND NAME
KWALLITY 16.75%
PEPSI 16%
NUMBER OF PUSHCHART
60
50
40
NUMBERS
30 Series1
20
10
0
BRAND NAME
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
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%