NETAJI SUBHAS INSTTUTE OF BUSINESS MANAGEMENT, POKHARI, JAMSHEDPUR APPROVED BY AICTE, MNSTRY OF HRD, GOVT.

OF INDA AFFILIATED TO KOLHAN UNIVERSITY, CHAIBASA

SUMMER TRAINING PROJECT REPORT ON

ANALYSIS OF ANTI PEPSI BEHAVIOUR OFRETAIL OUTLETS

(PEPSICO) FOR THE PARTIAL FULFILLMENT OF THE REQUIREMENT FOR THE AWARD OF MASTER IN BUSINESS ADMINISTRATION
UNDER THE GUIDANCE OF: Mr. Soumya Moy Maitra UNDER THE SUPERVISION OF: Mr. Dhananjay Kumar

SUBMITTED BY Rohit Singh

UNIVERSITY ROLL NO: - 12MBA210046074 UNIVERSITY REGISTRATION NO: - MBA55090/2012 MBA 2012-2014

S r . N o . C o n t e n t P a g e N o . 1 . E x e c u t i v e S u m m a r

y 6 2. Objectiv e of Su mmer Tr aining 7 3 . I n t r o d u c t i o n o f

P r o j e c t 8 4. H i s t o r y o f C o m p a n y 9 1 1 5 .

C o m p a n y P r o f i l e 1 1 4 1 6 . R e s e a r c h M e t h o d o l o g

y 4 2 4 8 7 . P r o j e c t A n a l y s i s 4 9 6 1 8 . F i n d i n g

& S u g g e s t i o n 6 1 6 2 9. C o n c l u s i o

n 3 s n r 4

6 1 0 . Q u e t i o n a i e 6 11. Bi

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Declaration Certificate from the company Certificate from the guide Acknowledgement Chapter Scheme Preface Executive Summary

Company profile Product Profile Chapter -1 Introduction 1.1 Objective & Limitations 1.2 Research Methodology Chapter-2 Marketing and promotional activities and distribution channel Marketing and promotional activities Distribution channel Chapter-3 Findings and Analysis Findings and analysis Marker share of the company Analysis of the dealer Questionnaire Survey on Premium class eateries Findings For Distribution Channel For Premium class Eateries Recommendations References Annexure

DECLARATION

I do hereby indemnify my research work to be authentic and original in all respects of the process carried out in this project. Under any evitable

circumstances, if my project could be scrutinized and screened which evades of copying, I am liable for any demarcation /variation of marks whatsoever my guide of this project deems fit.

Date: -

Rohit Singh.

CERTIFICATE FROM THE COMPANY

CERTIFICATE BY THE GUIDE

This is to certify that the project report titled ANALYSIS OF ANTI PEPSI BEHAVIOUR is based on the original project done by Rohit Singh, student of Netaji Subhas Institute of Business Management, Jamshedpur as a part of summer internship programme under my guidance. This finds less scope for duplication and was not submitted for the award of any degree or diploma from any other university or institution from any other university or institution.

Date: Place: Mr. Soumyamoy Maitra

ACKNOWLEDGEMENT First and foremost I express my heartily thanks to SMV BEVERAGE Pvt. Ltd., JAMSHEDPUR for selecting me for dissertation and giving me opportunity to work on this project. I greatfully acknowledge and thank Mukti Rani Mam (HR manager) for providing me an opportunity and platform to explore and cut out data related to marketing strategies of a company so as to get an insight into the real happenings

of the corporate world. I will be indebted to her as my project guide, lifelong for her guidance and support throughout my dissertation at SMV BEVERAGE Pvt. Ltd., JAMSHEDPUR. Her dignified demeanor and willingness helped me in successfully completing the project. My sincere gratitude to Mr. Nitesh Kumar (TDM, Jamshedpur) for providing a friendly and supportive work environment and making my dissertation an exciting and memorable event. Heartfelt thanks to Mr.Salil Dey (ADC, Jamshedpur) for providing me plenty of information related to sales and distribution channel of PEPSICO. I owe a great deal to Mr. Dhananjay Kumar ( ), Mr. Dhananjay Kumar (CE) and Mr. Jitender Pandey (PSR) for their support, encouragement, and suggestions. My overriding debt continues to Prof. Soumyamoy Maitra for his guidance and enthusiastic cooperation which enhance my practical and theoretical skills. Thanks are also due to the retailers and consumers for their co-operation during the survey. I am also very thankful to all other Faculty Members and Non Teaching staffs for their kind assistance. I would also like to share my gratitude and indebtedness towards my own teammates. Finally, a very special thanks to Netaji Subhas Institute of Business Management for providing me the opportunity to accomplish my S ummer Internship Program from Indias one of the beverage giant i.e. PEPSICO. The learning from this experience has been immense and would be cherished throughout life. Date:Place: RohitSingh.

PREFACE Marketing is the activity, set of instructions, and process for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. It is also an art as well as

science of choosing target markets and getting, keeping, and growing customers through creating, delivering and communicating superior customer value. In other words marketing is meeting needs profitably. Growth and profit are the objective of any business organization. Growth is only possible when the product is successful in the market. An organization should have well set and well equipped strategy for this purpose. Market research studies help in this matter a lot. Customer involvement in a product is an important variable influencing the pre purchase of consumer behavior. Its understanding is helpful in making marketing decisions and formulating the strategies. In decision relating to segmentation and positioning or communication planning, specially strategic advertising decisions relating to the type of media, degree of reputation, quantity of informations length of the messages, knowledge of level of consumer involvement in the product categories has been reported to be the utility to marketing professionals. There are different factors which influence the sale of goods. A number of elements come into play when we consider the sale of Soft drink products. The basic reason for this is seasonal affect on purchasing the product. These elements include:

Visibility Feasibility Availability Perceived quality Distribution channels

This project work has been executed under the supervision of S.M.V Beverages (Jamshedpur), which is the FOB (Franchise is Owned Bottling plant) of PepsiCo India limited. The bottling plant is located at Adityapur industrial area (AIDA), Adityapur- Kandra Main Road, Adityapur. I have done my training in Jamshedpur under the guidance of the executives of S.M.V Beverages (Jamshedpur).

EXECUTIVE SUMMERY

INTRODUCTION

In the F.M.C.G sector beverage is one of the toughest branch because it deals with two way system. Firstly company has to sell the soft drink and after that it

has to collect the bottle which is important so that those bottles could be used by company after recycling process. As we know that sales strategies of a company are one of the most basic requirement of a beverage company and every company has its own sales promotion strategy and if we talk about Pepsi company then these strategies becomes very important because Pepsi is the world 2nd largest beverage company in soft drink segment and it has adopted a new concept of sales promotion strategy when a new product of Pepsi comes in the market then its the responsibility of the company to provide all the activation elements to those product and instruct market developers to visit those retail outlets after regular interval. This activation of outlet helps to a greater extent. With the help of the activation element the outlet become able to increase the sales of the soft drink. It also provides opportunity to give a brief knowledge about the activation element to the outlet owners. I have been assigned to make a survey on competitive analysis between CocaCola and Pepsi under the SMV Beverage Pvt. Ltd. to provide a platform. Through the survey I tried my best to provide them all the important aspect of the company and also make them familiar with the activation element of the company. Convincing an outlet owner is not an easy task so on the basis of various information and data collected I have divided the whole work into different chapter.

Mission & Vision of PepsiCo

Mission
PepsiCos mission is to be the world's premier consumer Products Company focused on convenient foods and beverages. PepsiCo seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to employees, business partners and the communities in which the company operate. And in everything it does, company strive for honesty, fairness and integrity.

Vision
"PepsiCo's responsibility is to continually improve all aspects of the world in which it operates - environment, social, economic - creating a better tomorrow than today." PepsiCos vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company.

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