In Partial Fulfllment of Requirement for the Award of

Master of Business Administration

Submitted By:
RAJIBA LOCHAN PRADHAN
Regd. No : 23/609/09
Roll No : 10MBA659
Submitted To:
DDCE,AMBALP!R !NI"ERI#$
1
EXAMINERS CERTIFICATE
The project report of Rajiba Lochan Pradhan DISTRI!TI"N # RETAILER
SATISFACTI"N "F PEPSI RAND S"FT DRIN$S% I& appro'ed and i& acceptab(e in
)*a(it+ and for,-
Interna( E.a,iner E.terna( E.a,iner
Na,e/ Na,e/
0*a(ification/ 0*a(ification/
De&i1nation/ De&i1nation/
2
DECLARA#ION
I, R%&'(% Lo)*%+ P,%d*%+ undersigned hereby declare that this project report
entitled -DI#RIB!#ION . RE#AILER A#I/AC#ION O/ PEPI BRAND O/#
DRIN01 with the requirement for the degree of Master of Business Administration
is the record of original work done by me, under the guidance of Mr. Sanjay Gupta
(HOS). The empirical findings in this report are based on the data collected by my
self.
Rajiba Lochan Pradhan
egd !o : "#$%&'$&'
3
CER#I/ICA#E
This is to certify that Mr- Rajiba Lochan Pradhan2 a student of DDCE, Sambalpur
University has prepared a project report titled -DI#RIB!#ION . RE#AILER
A#I/AC#ION O/ PEPI BRAND O/# DRIN01 as a partial fulfillment of MBA
This has not formed a basis for the a!ard of any De"ree #Diploma by this university or any
other university
$e !ish all success in his future endeavor
As!ini %u Das
&TDM'
4
CER#I/ICA#E O/ 2!IDE
This is to certify that Mr. Rajiba Lochan Pradhan bearing the (nrollment !o.
23/609/09 is a bonafide student of ))*(, +ambalpur ,ni-ersity. .e has conducted
the project on titled -DI#RIB!#ION . RE#AILER A#I/AC#ION O/ PEPI
BRAND O/# DRIN01, under my guidance as per the partial fulfillment of the
requirement of the degree of MBA.
To the best of my knowledge he has work sincerely to being this report.
Samir Mishra
5
AC0NO3LED2EMEN#
( !ish to ta)e this opportunity to e*press my deep sense of "ratitude to Samir Mishra from
NICE2 TALC3ER !ho sho!ers his ever "raceful "uidance by e*tendin" his cooperation in
"ivin" an opportunity to do my project report on +Distribution , -etailer Satisfaction of
.epsi Brand Soft Drin)s/ 0e has been a constant source of inspiration and ( sincerely than)
him for his su""estions and help to prepare this report
( ta)e this opportunity to place on record my "rateful than)s and sincere "ratitude to Mr.
Sanjay Gupta (HOS) Tripty Drin)s .vt 1td, Cuttac), !ho has "iven me this opportunity to
conduct this project !or) in this or"ani2ation My study !ould not have been completed if (
had not been able to "et the support and "uidance of Mr As!ini %u Das &TDM' and other
employees of the or"ani2ation
1astly, ( !ould e*press my "rateful than)s to my family members and my friends !ho
inspired me to put in my best efforts for the preparation of the .roject -eport


Rajiba Lochan Pradhan
egd !o : "#$%&'$&'
6
CERTIFICATE "F APPR"4AL
#*'4 '4 5o Ce,5'67 5*%5 5*e P,o&e)5 E+5'5led:
-DI#RIB!#ION . RE#AILER A#I/AC#ION O/ PEPI BRAND O/# DRIN01
Submitted by Rajiba Lochan Pradhan &Enr 3o 45#678#78', Sambalpur University, Burla
to!ards partial fulfillment of the re9uirements for the a!ard of the de"ree of Master of
Business Administration &MBA' is a bona fide record of the !or) carried out by him under
the able "uidance of Mr- Sa,ir Mi&hra, :aculty, 3(CE, Talcher
&Approval of the Center Director'

C"NTENTS
Chapter 5 I
(ntroduction
;bjective of study
-esearch method
Scope of the study
1imitation of the study
Chapter 5 II
Mar)etin" strate"y
:ormulatin" mar)etin" strate"y
%ey element of successful mar)etin" strate"y
Mar)etin" mi*
Chapter 5 III
About Soft Drin)s
Soft Drin)s on super mar)et shelves
Major competitors in the mar)et
3ame of the Dealers under survey
Chapter 5 I4
Company .rofile
.epsico in (ndia
.epsico in ;rissa
S!ot Analysis
Chapter 5 4
:indin"s
Su""estions
Conclusion
Biblio"raphy
!
<uestionnaires
"
* . A / T ( 0 I
Introduction
1bjecti-e of the +tudy
esearch Methodology
+cope
2imitation
1#
INTR"D!CTI"N "F T3E ST!D6
.epsiCo is a !orld leader in a convenient food and bevera"e in 477=, !ith
revenues of more than > 54 billion and more than ?,@=,777 employees The
company consists of :ritoAlay 3orth America .epsiCo Bevera"es 3orth
America, .epsiCo (nternational and <ua)er :oods 3orth America .epsiCo
brands are available in nearly 477 countries and territories and "enerate sells
and the retail level of about > B@ billion .epsiCo is the !orldCs premier
consumer .roducts Company focused on convenient foods and bevera"es
.epsiCo in (ndia produces healthy financial re!ards to investors as it provides
opportunities for "ro!th and enrichment to employees, business partners and
the communities in !hich it operate
11
"7ECTI4ES
The survey !as conducted in Cuttac) city in )eepin" follo!in" objectives in
vie!
i To determine the mar)et of different brand of .epsi soft drin)
available in the mar)et
ii To study brand a!areness of different brand of .epsi soft drin)
available in the mar)et
iii To study satisfaction level in different attributes of .epsi for retailers
, distributors
iv To study availability of .epsi in ri"ht time
v To study the overall performance of different brands of soft drin)
present in mar)et
vi To )no! the relation attitude to !ords .epsi
vii To evaluate pricin" strate"y of .epsi
viii To study sales promotional scheme for the various retailers ,
Distributor
12
RESEARC3 MET3"D"L"86
There are t!o types of data
a' primary data b' Secondary data
? .rimary data collectionD .rimary data can be collected by te three
methods
? ;BSE-EAT(;3 4 EF.E-(ME3T 5 SU-EEGS
But here only survey method of data collection is perfected !hich is very
suitable le to reach the researcherCs motto
i' -esearch (nstrument D .rinted 9uestionnaire !as used as research
instrument to collect the re9uired information separate 9uestionnaires
!ere prepared both for consumer survey and retailer survey and
intervie!s ta)en by the help of the 9uestionnaire
ii' Samplin" plan DA samplin" plan consist of
a' Sa,p(in1 *nitDA persons male and female !ere selected randomly
of different locality of cuttac) for customer survey :or retailers
survey the retailer of Hrocery shop Heneral store ,Betel shop !ere
selected from different place of cuttac)
b' Sa,p(in1 Si9eDA :or cuttac) survey, ?77 consumer !ere ta)en as
sample si2e randomly And for retailer survey @7 retailer !ere ta)en
as sample si2e
c' Sa,p(in1 proced*re DA .robability samplin" !as follo!ed
d' Sa,p(in1 Method IData !ere collected be usin" personal
intervie! method :or personal intervie! to retails ,distributor
e' Ti,e Period of &t*d+DA The survey !as conducted March 477B
13
(( SEC"NDAR6 DATA C"LLECTI"N D
As secondary data !ere not available !ith stoc)iest or !ith company
people So there !ere collected from different boo)s, ma"a2ines and journals
internet etc
14
SC"PE "F T3E ST!D6
(t is an e*plored area (t is also an soft drin)s in the mar)et, because soft drin)
are the no! a main part of human life so every people no! re"ularly use it And
also there are number of broad !ith different at tribute available in the mar)et
And ( re"ularly used to see the aid in the TE, 0oodin" and to in ne!spaper,
ma"a2ine So ( mainly influenced to !ards this topic
15
LIMITATI"N
3o promotional campai"n
Supply is not accordin" to demand
<uality of product is not "ood
Hood offers "iven by coca cola
1ess demand for .epsi products
Company person donCt solvin" their problem
<uality of the stand and hoardin" are very poor
Company donCt provide stand and display materials
16
* . A / T ( 0 II
Marketing +trategy
3ormulating Marketing +trategy
Marketing Mi4
5ey (lement of +uccessful Marketing +trategy
1
MAR$ETIN8 STRATE86
Mar)etin" a theoretical approachD
Central to any successful mar)etin" strate"y is an understandin" of your
customers and their needs The ability to satisfy your customersJ needs better than
your competitors are able to can help you build customer loyalty and increase sales
0o!ever, both customer needs and the business environment in !hich you
operate are constantly chan"in" Gour mar)etin" strate"y needs to consider !hat
chan"es are ta)in" place, and the opportunities and threats that are emer"in"
A mar)etin" strate"y !ill also help you assess ho! successful you are at
meetin" your customersJ needs, as !ell as ho! successful your competitors are (t
may also help you identify ne! mar)ets that you can successfully tar"et
This "uide helps you to identify !hich customers to focus on and your )ey
objectives in reachin" them (t e*plains !hat to include in your mar)etin" strate"y
and ho! it can be used as the basis for effective action
1!
F"RM!LATIN8 T3E MAR$ETIN8 STRATE86
Basically, formulation of mar)etin" strate"y consists of three main tas)sD
? Selectin" the tar"et mar)et
4 .ositionin" the ;ffer
5 Assemblin" the mar)etin" mi*
This implies that essence of the mar)etin" strate"y of a firm for a "iven
product#brand can be "rasped from the tar"et mar)et chosen, the !ay it is positioned
and ho! the mar)etin" mi* is or"ani2ed The tar"et mar)et sho!s to !hom the unit
intends to sell the productsK positionin" and mar)etin" mi* to"ether sho! ho! and
usin" !hat uni9ueness or distinction the unit intends to sell
:- Selectin" the tar"et mar)etDA
To say that tar"et mar)et selection is a part of mar)etin" strate"y
development is just statin" the obvious (t does not fully brin" out the import of the
inseparable lin)a"e bet!een the t!o $hen the selection of the tar"et mar)et is over,
an important part of the mar)etin" strate"y of the product is determined, defined and
e*pressed
The firm may not be interested in all the se"ments There may be se"ments
assurin" immediate profits and the ones that call for heavy investment in mar)et
development There may also be se"ments that sho! "reat potential, but display tou"h
barriers to entry
;- .ositionin" the offerDA
The ne*t major dimension of mar)etin" strate"y relates to positionin" of
the offer The firm has already selected the tar"et mar)et and decide its basic offer
The point is that the firm has to clarify !hat it proposes to do !ith its offerin", ho! it
!ants the offer to be perceived by the customer, !hat position it see)s and !hat
ima"e proposes to build for its offer
1"
ASSEMLIN8 T3E MAR$ETIN8 MIX/
The mar)etin" mi* means assemblin" the four .s of mar)etin" in the best possible
combination (nvolved in this process are the choice of the appropriate mar)etin"
activities and the allocation of the appropriate mar)etin" effort#resources to each one
of them The firm has to find out ho! it can "enerate the tar"eted sales and profit, (t
considers different mar)etin" mi*es !ith activity and tries to fi"ure out the
effectiveness of different combinations in terms of the possible sales and profits (t
then chooses the combination#mi* of product, price, place and promotion that is best
accordin" to its jud"ment
2#
$E6 ELEMENTS "F A S!CCESSF!L MAR$ETIN8
STRATE86
;ne of the )ey elements of a successful mar)etin" strate"y is a thorou"h
understandin" of !ho your customers are and !hat LneedsL they are loo)in" to
satisfy Customer "roups or se"ments can be identified and each tar"eted !ith
mar)etin" activity that specifically addresses their particular needs
(n order to meet customer needs and remain competitive, it is important to identify
and respond to any chan"es in customer needs and attitudes in your industry and in
the broader economic climate (t is therefore vital that you assess your business
environment !hen developin" your mar)etin" strate"y
Gou can then create a mar)etin" strate"y that ma)es the most of your stren"ths and
matches them to the needs of the customers you !ant to tar"et :or e*ample, if a
particular "roup of customers is loo)in" for 9uality first and foremost, then any
mar)etin" activity aimed at them should dra! attention to the hi"h 9uality service you
can provide
(t is important to thin) throu"h the conse9uences of your mar)etin" strate"y to
ma)e sure itJs realistic :or e*ample, there is no point in basin" a strate"y on rapid
"ro!th if you !onJt be able to produce enou"h "oods The best strate"y !ill reflect
your o!n stren"ths and !ea)nesses See our pa"e !ithin this "uide on stren"ths and
!ea)nesses
A )ey element often overloo)ed is that of monitorin" and evaluatin" ho! effective
your strate"y has been This control element not only helps you see ho! the strate"y
is performin" in practice, it can also help inform your future mar)etin" strate"yDonJt
for"et that your mar)etin" plan &your action plan for implementin" your mar)etin"
strate"y' needs to be constantly revie!ed and updated or replaced !hen necessary A
just li)e your o!n products or services
21
* . A / T ( 0 III
About +oft )rinks
+oft )rinks 1n +uper Market +hel-es
Major *ompetitors in the Market
!ame of the )ealers under +ur-ey
22
A"!T S"FT DRIN$

Soft drin)s are enormously popular bevera"es consistin" primarily
of carbonated !ater, su"ar, and flavorin"s 3early 477 nations enjoy the s!eet,
spar)lin" soda !ith an annual consumption of more than 5M billion "allons Soft
drin)s ran) as AmericaJs favorite bevera"e se"ment, representin" 4@N of the
total bevera"e mar)et (n the early ?887s per capita consumption of soft drin)s
in the US !as M8 "allons, ?@ "allons more than the ne*t most popular
bevera"e, !ater
The roots of soft drin)s e*tend to ancient times T!o thousand
years a"o Hree)s and -omans reco"ni2ed the medicinal value of mineral !ater
and bathed in it for rela*ation, a practice that continues to the present (n the
late ?=77s Europeans and Americans be"an drin)in" the spar)lin" mineral
!ater for its reputed therapeutic benefits The first imitation mineral !ater in
the US !as patented in ?B78 (t !as called Lsoda !aterL and consisted of !ater
and sodium bicarbonate mi*ed !ith acid to add effervescence .harmacists in
America and Europe e*perimented !ith myriad in"redients in the hope of
findin" ne! remedies for various ailments Already the flavored soda !aters
23
!ere hailed as brain tonics for curin" headaches, han"overs, and nervous
afflictions
.harmacies e9uipped !ith Lsoda fountainsL featurin" the
medicinal soda !ater soon developed into re"ular meetin" places for local
populations :lavored soda !ater "ained popularity not only for medicinal
benefits but for the refreshin" taste as !ell The mar)et e*panded in the ?B57s
!hen soda !ater !as first sold in "lass bottles :illin" and cappin" the "aseous
li9uid in containers !as a difficult process until ?B@7, !hen a manual fillin"
and cor)in" machine !as successfully desi"ned The term Lsoda popL
ori"inated in the ?B67s from the poppin" sound of escapin" "as as a soda bottle
!as opened
3e! soda flavors constantly appeared on the mar)et Some of the more popular
flavors !ere "in"er ale, sarsaparilla, root beer, lemon, and other fruit flavors (n
the early ?BB7s pharmacists e*perimented !ith po!erful stimulants to add to
soda !ater, includin" cola nuts and coca leaves They !ere inspired by Bolivian
(ndian !or)ers !ho che!ed coca leaves to !ard off fati"ue and by $est
African !or)ers !ho che!ed cola nuts as a stimulant (n ?BB6 an Atlanta
pharmacist, Oohn .emberton, too) the fateful step of combinin" coca !ith cola,
thus creatin" !hat !ould become the !orldJs most famous drin), LCocaAColaL
The bevera"e !as advertised as refreshin" as !ell as therapeuticD L:rench $ine
ColaP(deal 3erve and Tonic StimulantL A fe! years later another pharmacist,
Caleb Bradham, created L.epsiAColaL in 3orth Carolina Althou"h the name
!as a derivation of pepsin, an acid that aids di"estion, .epsi did not advertise
the bevera"e as havin" therapeutic benefits By the early 47th century, most
cola companies focused their advertisin" on the refreshin" aspects of their
drin)s
24
As flavored carbonated bevera"es "ained popularity,
manufacturers stru""led to find an appropriate name for the drin)s Some
su""ested Lmarble !ater,L Lsyrup !ater,L and Laerated !aterL The most
appealin" name, ho!ever, !as Lsoft drin),L adapted in the hopes that soft drin)s
!ould ultimately supplant the Lhard li9uorL mar)et Althou"h the idea never
stuc), the term soft drin) did
Until the ?B87s soft drin)s !ere produced manually, from blo!in" bottles
individually to fillin" and pac)a"in" Durin" the follo!in" t!o decades
automated machinery "reatly increased the productivity of soft drin) plants
.robably the most important development in bottlin" technolo"y occurred !ith
the invention of the Lcro!n capL in ?B84, !hich successfully contained the
carbon dio*ide "as in "lass bottles The cro!n cap desi"n endured for =7 years
The advent of motor vehicles spa!ned further "ro!th in the soft drin) industry
Eendin" machines, servin" soft drin)s in cups, became re"ular fi*tures at
service stations across the country (n the late ?8@7s aluminum bevera"e cans
!ere introduced, e9uipped !ith convenient pullArin" tabs and later !ith stayAon
tabs 1i"htA!ei"ht and brea)Aresistant plastic bottles came into use in the ?8=7s,
thou"h it !as not until ?88? that the soft drin) industry used plastic .ET
&polyethylene terephthalate' on a !ide scale
Soft drin) manufacturers have been 9uic) to respond to consumer preferences
(n ?864 diet colas !ere introduced in response to the fashion of thinness for
!omen (n the ?8B7s the "ro!in" health consciousness of the country led to the
creation of caffeineAfree and lo!Asodium soft drin)s The ?887s ushered in clear
colas that !ere colorless, caffeineAfree, and preservativeAfree
A &oft drin< is a bevera"e, often carbonated, that does not contain alcohol
&Carbonated soft drin)s are more commonly )no!n as pop, &oda, tonic, fi99+
25
=ater or &oda pop in parts of the United States and Canada, or fi99+ drin<& in
the U%K
Q?R
sometimes called ,inera(& in (reland' The name Lsoft drin)L
specifies a lac) of alcohol by !ay of contrast to the term Lhard drin)L The term
Ldrin)L, !hile nominally neutral, often carries connotations of alcoholic
content Bevera"es li)e colas, spar)lin" !ater, iced tea, lemonade, s9uash, and
fruit punch are amon" the most common types of soft drin)s, !hile hot
chocolate, hot tea, coffee, mil), tap !ater, alcohol, and mil)sha)es do not fall
into this classification Many carbonated soft drin)s are optionally available in
versions s!eetened !ith su"ars or !ith nonAcaloric s!eeteners
Soft drin)s on supermar)et shelves
? to ?5 means year 4775 to 477=
.epsi is the sin"le lar"est brand in (ndia in :,B
&$ithin :MCHs' cate"ory
26
MA7"R C"MPETIT"RS IN T3E MAR$ET
(n the soft drin) mar)et there are t!o major players .E.S(C; and C;CA
C;1A but still there are some non alcoholic drin)s that are "arbin" a bi"
portion of the mar)et share There are drin)s made by MU1, ;M:ED, and
many small industries producin" local products
C"CA C"LA
The bi""est rival of .epsi in mar)et is C;CA C;1A (t is "arbin" ma*imum
share of .epsi Each of the company have lanced same product in order to
compete !ith other E"A .epsi to compete !ith Thomism, =up to compete !ith
Sprite, Slice to compete !ith Mai2e etc
The reasons of threat for .epsi in Cuttac) mar)et from coca cola is because of
the follo!in" reasons
? (n Cuttac) mar)et people demandin" for =up and slice but the company
cannot provide accordin" to their demand
4 Coca cola has made heavy investment in the mar)et for !hich many
retailers of .epsi are bein" converted into Coca Cola retailers
5 Coca Cola is very much re"ular in fulfillin" the demand of its retailers
and distributors
M Coca Cola is also very much serious in its commitments made by the
company
AMU1 A3D ;M:ED D-(3%S
Amul products are also very much li)ed by the consumers as these drin)s
are non carbonated drin)s and are healthy food products ;mfed bein"
another product procedure in ;rissa that also produces mil) drin)s that are
healthy for !hich it is li)ed by the people
2
1;CA1 D-(3%S
3o! a day a local soft drin) company has entered into the mar)et !hich is
producin" the same flavors of drin)s !hich are produced by the .epsi Co
Bein" priced less as compared to Coca Cola and .epsi this drin) is capturin"
the local mar)et
SATISFICATI"N S!R4A6 "F DISTRI!TERS AND RETAILES IN
C!TTAC$
-ESEA-C0 T;.(CA+ D(ST-(BUTE-S A3D -ETA(1ES SAT(S:AC(T;3
SU-EEG/
? This survey !as made in order to )no! the mar)et condition that is
prevailin" in and around Cuttac) to )no! the problems faced mainly by the
dealers and retailers !ho are dealin" in .epsi products This project !as
underta)en because Cuttac) is a potential mar)et place for .epsi and the
company can earn ma*imum profit from this place After this survey !e !ill be
able to )no! the problems and loopholes in the system !or)in" and can ta)e
further steps in order to rectify them
The methodolo"y of the survey !as
? Meetin" the dealers and retailers personally and as)in" them about there
problems and they !ere facin"
4 :illin" the 9uestionnaire from then such that analysis could me made on
it
2!
3AME ;: T0E DEA1E-S U3DE- SU-EEG
? Mrs Sarojini jena
M#S OO Enterprise &.E.S('
CB( colony
Cuttac)
4 Mr -a)esh Maharana
M#s Bis!a)arma Enterprise &.E.S('
Deulasahi
Cuttac)
5 Mr Oa"annath Sahoo
M#s Oa"annath Distributors &0U1'
Bu*iba2ar
Cuttac)
M Mr Sampata Tay
M#s -ay , Sons&(TC'
Mahatab road
Cuttac)
@ Mr Manoj Sahoo
M#s Sha)ti Enterprise &T;. , T;$3 (CE C-EAM'
Chaulia"un"
Cuttac)
6 Mr Ajit Maharana
M#s Bis!a)arma Enterprise &B(S1E-('
Deulasahi
Cuttac)
2"
= Mr Manoj S!ain
M#s MM Distributors
-ajaba"icha
Cuttac)
B Mr A 0ota
M#s ;m Associates &.,H'
.ress cha)a
Cuttac)
8 Mr B Samal
M#s maa Sathoshi Distributors &TATA'
Bidyadharpur
Cuttac)
?7 Mr S Sahoo
M#s Tarini Distributors
%hanna"ar
Cuttac)
3#
* . A / T ( 0 I6
*ompany /rofile
/(/I+*1 in India
/(/I+*1 in 1rissa
+71T Analyses
31
C"MPAN6 3IST"R6
The Bevera"e (ndustries Major consists of four different (ndustries, soft drin)
manufacturers &S(C ???' , distillers &S(C ??4', bre!ers &S(C?5' and !ineries
&S(C ??M' Apart from the !eather and other seasonal impacts on sales, !hich
all four industries share, the four subA"roups can be considered &for analytical
purpose' as operatin" in t!o mar)ets Certain observations apply to the soft
drin) industry by itself, !hereas the three alcoholic bevera"e industriesA
bre!eries, distilleries and !ineriesAshare some other characteristics
A soft drin) is normally considered to be cold, nonAalcoholic, carbonaed drin)
0ot chocolate, tea and coffee are not considered soft drin)s The term ori"inally
referred to e*clusively to carbonate drin)s and is still commonly used in this
manner :i22y drin)s &carbonated bevera"es' and produced by injectin" carbon
dio*ide dissolves ready at normal atmospheric pressur5e, particularly in cold
bevera"es but far more so at hi"h pressure and lar"e volume of "as can be
dissolved $hen the pressure is released the carbon dio*ide comes out of
solution formin" numerous bubbles and be"ins releasin" the carbon dio*ide
bac) into the atmosphere After many minutes and the drin) is said to be +flat/
32
The chemical phenomenon !hereby carbonated drin)s taste fi22y is due to
carbonic acid includin" a sli"ht burnin" sensation and is only indirectly related
to the bubbles both phenomena are caused by the carbonic acid concentration
Sales earn a si"nificant amount of money for the producers and distributors
Most famous nameAbrand soft drin)s are produced and bottled by local or
re"ional independent bottlin" companies These companies license the name,
and are usually sold the main in"redients !ith syrup made by the main
manufacturin" plants of the trade mar) holders
IND!STR6 IN INDIA
The soft drin)s mar)et till early ?887s !as in hands of domestic players li)e
Camp, Thumps up, 1imca etc but !ith openin" up of economy and comin" of
M3C players .epsi and Co)e the mar)et has come totally under their control
(n (ndia soft drin) mar)et si2e for :G77 !as around 4=7 million cases
&6MB7mn' bottles' The mar)et !itnessed @A6N "ro!th in the early 87s
.resently the mar)et "ro!th has "ro!th rate of =ABN per annum compared to
44N "ro!th rate in the previous year The mar)et si2e for year 47?7 is e*pected
to b e?@777 million bottles
33
PEPSIC" IN INDIA
:rom year .E.S(C; is operatin" in (ndia (n (ndia .E.S(C; corporate office is
located at Hor"on Till no! in (ndia .E.S(C; has M5 .lants that as its
operatin" units ;ut of !hich there are only ?8 units !hich is operated by
company called C;B; &company operated bottlin" operations', rest units are
franchise operated called :;B; &franchise operated bottlin" operations' This
franchise is ta)en by OA(.U-(A H-;U.
The !or)in" of the C;B; units is handled directly by the company and the
!or)ers of these units !or) under the payroll of .E.S(C; But the franchisee
units are totally handled by the OA(.U-(A "roup but in order to loo) after there
!or)in" .E.S(C; has appointed some mar)etin" e*ecutives !ho loo) after the
!or)in" of :;B; operated plants and its mar)etin" policies This person !or)s
accordin" to the company rules and re"ulations and !or) under company pay
roll
MG .-;OECT $;-%
T;.(CA D(ST-(BUT;-S A3D -ETA(1;-S SAT(S:AC(T;3 SU-EEG
1;CA(T;3 ICUTTAC%
MET0;D;1;HG
34
? .-(MA-G MET0;DAMEET(3H T0E -ETA(1;-S .E-S;3A11G
A3D D(ST-(BUT;S .E-S;3A11G A3D AS%(3H T0EM :;-
T0E-E .-;B1EMS A3D HETT(3H <UEST(;33A(-E :(11ED BG
T0EM
4 SEC;3DA-G MET;0D IC;11ECT(3H DATA :-;M 3ET A3D
3E$S.A.E- AB;UT DE:ECTS ;: T0E C;M.A3G
C3AN8E "F RANDNAME
$hen .E.S( !as allo!ed to be"in its operation , one of the commitments made
!as that the company !ould nit use its brand name, .E.S(, in (ndia But this
commitment !as also bro)en by the company &Durin" the first year of
operation, .E.S( used an (ndian brand name, 1ahars, .epsi But, !ith the
introduction of the ne! economic policy in ?88? under !hich the use of forei"n
brands !as allo!ed , .E.S( immediately chan"ed its soft drin) brand name
form 1ear .epsi to .E.S(
35
PEPSIC" IN "RISSA
.E.S(C; in ;rissa is a fobo operated unit (ts plant is situated in OAHAT.U-,
CUTTAC% near the river Mahanadi .lant is Huided by plant "eneral mana"er
Under him there are
HM 0-
HM SA1ES A3D MA-E%T(3H
HM :(3A3CE
This ;rissa mar)et is further divided into si* subunits These si* units have
"ood potential and have proved to be a "ood Mar)et for the company Theses
units are
-;U-%E1A
CUTTAC%
SAMBA1.U-
B-A0MA.U-
BA1AS;-E
B0UBA3ES$A-
36
These are the si* units on !hich the company has most in order to improve its
mar)etin" and sales as these si* units have "reat potential for hu"e revenue
These units are mana"ed by TDM &territory development Mana"er' under him
are ADC &accounts development coordinator' , MD; &mar)et development
officer ' and CE &Customer e*ecutive'
3
S>"T ANAL6SIS
ST-E3HT0
Brand loyal retailer and customers
Bi", brand name
$ell )nitted supply chain
$EA%3ESS
;rder is not accordin" to the demand
Schemes lunched often fell to reach the outlet
;..;-TU3(TG
0u"e demand of carbonated drin) in the mar)et
Brand loyal customers and retails
0u"e mar)et to capture
T0-EATS
Better advertisement by Coca Cola
Better schemes by its competitor Coca Cola
Better incentives "ivin" by other companies
3!
* . A / T ( 0 6
3indings
+uggestions
*onclusion
Bibliography
8uestionnaire
3"
FINDIN8S
-etailers "oin" out of hand due to tou"h competition by coca cola
Sometimes !ron" supply
1ess investment is in the mar)et as compared to CocaACola
Bottles are very dirty
-efri"erators are dama"ed and not bein" repaired by the company
:orei"n particles found in the sealed bottles
<uality of the products is not constant
4#
S!88ESTI"N
Company should first of all set a tar"et for sales per month and see that
Company should see that this sellin" is increasin" periodically
Company should loo) after the assets that are present in the mar)et
(t should plan its strate"ic plans accordin" to the competitors
Company should moreover stic) to its commitments made to the retailers
and dealers
41
C"NCL!SI"N
Even if soft drin) mar)et is "ro!in" in very fastArate still mar)eter has to "ive
more priority to the success of their product Because mar)et success is most
essential part in maturity sta"e of product, in !hich .epsi is runnin" currently
The position of .epsi is second behind coco cola
As it !as found form survey that, ( Cuttac) mar)et .epsi position is
second in soft drin) mar)et So it should ta)e for!ard step to shift some
customers from other brand to its side Company should come but !ith further
improve 9uality as a result the user !ill not thin) up to chan"e their brand
-e"ardin" its pac)a"in" availability the customers are fully satisfied
So aim of the company should motivate the nonAuser to!ards it products
1astly to become success in Cuttac) mar)et the company should above
su""estion and recommendations provided in the last chapter (
42
ILI"8RAP36
A!T3"R NAME ""$S
? .hilip %otler +Mar)etin" Mana"ementD analysis,
implematation and control/
4 -amas!amy 3ama)umari + Mar)etin" Man"ement/
5 C- %othari + -esearch Metodolo"yAMethods and
Techni9ues/
M Beri HC + Mar)etin" -esearch + A4
nd
EditionATata
Mc Hra! 0ill publishin" 0ouse Co,
3e! delhi?88B
@ Business !orld ma"a2ine
6 Economic Times
= 0a!ard Business -evie!
B 0ealth and Safety Ma"a2ine
8 Business and Economy Ma"a2ine
?7 .E.S(C; Annual -eport
$EBS(TES
!!!pepsicoin
!!!corporateor"
!!!!i)ipediaencyclopediacom
43
0!ESTI"NNAIRE
)ear +ir, $Madam,
My self 8888888888888888888888888888 conducting a marketing research
of D'45,'(95'o+ . Re5%'le, %5'46%)5'o+ of /epsi brand +oft )rinks in C955%):.
.ere I shall put before you a few questions. 9our answers will be used strictly used
for academic purpose only.


!ame :
1ccupation :
Age :
+e4 :
o Are you aware of /epsi soft drinks;
9es S !o S
o 7here do you get /epsi soft drinks;
(at and drinks outlets S
+tationery S
<eneral +tores S
Beetle +hops S
1thers S
If others specify================
o <rade your fa-orite soft drinks;
/epsi S *oke S
!one of these=========. S
44
o !umber of brands reaching at your consumer;
a>)aily b> weekly
9es S
!o S
"0# S
?0% S
o .ow may *15( /(/+I deli-er to the counter;
a>)aily b> weekly
9es S
!o S
"0# S
?0% S
o )id you get any scheme in any soft drinks;
/(/+I S *15( S
Both +ame S *an@t +ay S

o 7hich brand packaging you like most;
/(/+I S *15( S
Both +ame S *an@t +ay S
o /rofit margin by selling of sort drinksAoptional>
/(/+I S *15( S
Both +ame S *an@t +ay S
o *redit facility you got from;
/(/+I S *15( S
Both +ame S *an@t +ay S
o .ow many other soft drinks fla-ors are there along with the main fla-or
of soft drinks;
45
Aa> /(/+I S Ab> /(/+IBC S Ac> /(/+IB" S Ad> /(/+IB# S Ae>
/(/+IB? S Af> /(/+IBD S Ag> 1ut of stock S
Aa> *15( S Ab> *15(B" S Ac> *15(B" S Ad> *15(B# S
Ae> *15(B? S Af> *15(BD S Ag> 1ut of stock S
o 7hat media you preferred for your ad-ertisement;
A*5+ S Ab> +TI*5(+ S Ac> 7A22 /AI!T+ S Ad> <217+I<!
*A) S Ae> !(7+/A/( S
o 7hich company sales promotional acti-ities you like most;
/(/+I S *15( S
Both +ame S *an@t +ay S
o eason for choosing the soft drinks;
Aa> A-ailability S Ab> Brand name S
Ac> 3ashion S Ad> Taste S
o /resent selling of drinks;
/(/+I S *15( S
o !o. C Brand according to the retailer;
/(/+I S *15( S T.,M+ ,/ S 1T.(+ S

46