Professional Documents
Culture Documents
PROJECT REPORT
ON
“Empirical Analysis of Market Share of PepsiC
o & Coca-Cola in Greater Noida”
Submitted to
Project Mentor:
Pankaj Sir
Date:
ACKNOWLEDGEMENT
The opportunity of undergoing training in Varun Beverages exposed me to
very professional and organized management system. It not only gave me practical
experience but contributed largely in laying the foundation for career in the f
ield of marketing. My endeavor at Varun bears the imprint of many other personal
ities who formally or informally made a significant contribution to make it wort
h while.
I wish to express my profound gratitude to Mr.Sharad Vatss Area Development Mana
ger of Varun Beverages Ltd. who gave me a patient hearing thus increasing my kno
wledge and understanding the various facts and functions of the organization.
I am extremely thankful for all the support that I got from Prof. Pankaj Sir Who
gave me the vision insight and knowledge base, with there active involvement an
d assistance at all stages despite there busy schedules.
GOVIND SINGH
PGDM (2008-10)
ABSTRACT
The summer training has been undergone as it is a part of our PGDM course curric
ulum. And I pursue my summer training at the VARUN BEVERAGES LTD, GREATER NOIDA.
The summer project aims to abreast us to the corporate world, to the practicali
ty of the market and how the thing goes on in the corporate world. A part from t
his the objective of the training is to let us know about the day to day functio
ning and processes of the corporate houses.
For the purpose of summer training, the topic which was given to me is “Empirica
l Analysis of Market Share of Pepsi-cola &coca-cola” as my project.
The project was to prepare a “Analysis of Market Share Of Pepsi-cola &coca-cola”
as my project
That contained of a unstructured questionnaire, and the project actually inclu
ded of visiting the dealers, customers and collecting information about the diff
erent product categories. The questionnaire in totality contained 10 questions.
Including this there was a survey on the consumers also on the base of different
areas divided for the route riding. I have fill up the questionnaire 100 of the
retailer based.
DECLERATION
This is to certify that this project on Empirical analysis Market Share of Pepsi
-Cola&Coca-Cola in Greater Noida made by Govind Singh is original and authentic.
It has been made as part of our Management (PGDM) curriculum. There is no manip
ulation of the data. All the facts and figures are true.
Govind Singh
PGDM (2008-10)
CHAPTER - 1
PROJECT DETAILS
The market survey was conducted on “Empirical Analysis Market Share Of Pepsi-Col
a & Coca-Cola in Greater Noida “for Pepsi in Varun Beverages Pvt. Ltd. in Greate
r Noida.
This study was done in Varun Beverages Pvt. Ltd. Gr.Noida. The geographical scop
e of my survey was limited to Gr.Noida. Study aims at relationship between Compa
ny Executives and retailer and why any retailer sell particular brand only.
Other than knowing the preference and mentality of the customer, there was a per
sonal interview of sales man was organized to know the actual condition of the m
arket and specified areas. Apart from this survey through questionnaire and pers
onal interview there was also a 20 days route riding with the sales agent, the r
oute riding includes all the aspects like different product range, market analys
is, supply chain analysis, customer relationship management analysis, timely del
ivery of product analysis, visi cooler analysis and many more things have done.
It was also focused on knowing the day to day functioning of the company. Apart
from this there are many other solutions and suggestions for the problem which a
re discussed in later section of the report.
The validity of the findings of this survey is limited to the period during whic
h the field survey was conducted i.e. 05th June – 25th July, 2009.
INTRODUCTION
India with a population of more than 100 crores is potentially one of the larges
t consumer markets in the world. With urbanization and development of economy, t
astes and interests of the people are changing according to the developed nation
.
Marketing is about winning this new environment. It is about understanding what
consumer's wants and how the product, services and ideas are supplied to them mo
re efficiency and conveniently.
The Consumer market may be identified as the market for product and services tha
t are purchased by individuals as household for their personal consumption. Soft
drinks are a typical consumer product purchased by individual primarily to quen
ch their thirst and also for refreshment. Different types of soft drinks are ava
ilable in the market and more or less content of all soft drinks are same. The m
arket of soft drink is facing a cut throat competition and many companies are fl
oating in the market with their products with different brand names. In such a s
ituation different factors which influence the people choice for soft drinks are
taste, quality images, easy availability and the product cost of advertisement.
The Govt. of India has considered the soft drinks industry as "Non-essential" A
s a result the excise duty levied by govt. on better soft drinks is very high.
Thus in a country like India where more than 50% of the total population exists
below poverty line, the consumer cannot afford such high price for soft drinks.
As a result the trading activities of the soft drinks industry are concentrated
in and around big cities and town where the purchasing power of population is co
nsidered comparatively high.
Soft drinks Industries in India has an annual sale of about 4000 crores, with pe
r capita consumption of soft drinks at a Sow of seven bottle per annum (even Pak
istan has a per capita consumption of 14; China and U.S.A. is more than 800 bott
les) is due to price factor.
So, marketing is both philosophy and technology. It is technology because it sug
gests ways and means for effective production and distribution of goods and
Services in the market to give maximum satisfaction to the consumer.
The marketing manager is responding for both determining and suitability of good
s and services in the market to give maximum satisfaction to the consumer.
The marketing manager is responsible for both determining and suitability of goo
ds and services presented by the company to the market, and also determining abo
ut potential market and make better relation with retailer.
In this regard the marketing management has to apply to marketing technology in
the conceptual philosophy of a system. It is the process of system analysis in t
he marketing management for effective research and can be defined, "Systematic o
bjective and exhaustive study of tasks relevant to any problem in the field of m
arketing".
INTRODUCTION OF THE STUDY
“Marketing is a basis and it cannot be considered as a separate function. It is
the whole business seen from the point of view of its final result, which is the
consumer point of view".
- Peter Drucker
Decades of sixties were for Engineers, seventies for Doctors, eighties for CA's
and the present is for MBA's.
The world economy has undergone a radial transformation in the last two decades
geographical and cultural distance have shrunk significantly with the improvemen
ts in the production, transformation and communication. These advances have perm
itted companies to widen substantially both markets and their supplier sources.
Marketing is the specialization subject of PGDM curriculum. When a flood of cons
umer products are coming into the market every company needs people specialized
in marketing to promote their product.
"Marketing is to convert social needs into profitable opportunity".
The 21st century is the era of advertising, marketing and sales production. As i
t is said "marketing thinking starts with the human needs and wants". Apart from
the basic necessities of air, water, shelter and clothing, every person has str
ong desire for recreation and entertainment.
Beverage industry is one of the fastest growing industries in India. We can divi
de beverages into two sections i.e. Alcoholic & Non-Alcoholic. The non-Alcoholic
drinks are soft drinks that can be further classified into Cola, Lemon, orange,
Mango and Apple segments.
HISTORY OF PEPSI
Pepsi-Cola Company founded by CALEB D BRADHAM in 1890 at North Carolina in
USA.Its CEO is INDRA NOOYI and in India Pepsi Co. holding its chairman MR. R
AJIV BAKSHI. The head quarters of Pepsi-Co. in India are at Gurgaon. It is ope
rated in 196 countries.
Pharmacist CALEB invented it to cure the disease “DISPARSIA”. It is from this w
ord that was related to Pepsi. Soon it entered the American market as soft drin
k which at that time was mostly dominated by Coca-Cola, but soon Pepsi was able
to dominate the Cola market and thereafter it has been no looking back. Pepsi a
nd Coca-Cola are engaged in ferocious cold war that has taken the whole world by
storm.
Pepsi stands 51st position among the fortunate 500 companies of the world. Its
total capital is approx $3000 crore and total sales annually is worth $37 crore,
half of which comes from beverages and other half from the Sack foods division.
The beverages arm of the Pepsi co. is Pepsi-Cola Company and the snack-food co
mpany is called Frito-Lay-Inc. The year 1998 is the centennial year of Pepsi.
Its total profit in the year 2007-2008 was worth Rs. 45 crore approx. The total
number of employees engaged in this business is 4.25 lakhs globally.
MARKETING ACTIVITIES
Definition:
Marketing is a societal process by which individual and groups obtain what they
need and want through creating, offering and freely exchanging products and serv
ices of value with others.
Philip Kotler
Marketing Programs:
The marketing program consists of numerous decisions on the mix of marketing too
ls to use. The marketing mix is the set of marketing tool the firm uses to pursu
e its marketing objectives in the target market.
Mc-Carthy classified these tools into four broad groups that he called the four
Ps of marketing.
Product
Price
Place
Promotion
Pictorially when this is depicted it looks like: -
MARKETING MIX
Product Price Promotion Place
Product variety List Price Sales Promotion
Channels Quality Discounts Advertising
Coverage
Design Allowance Sales Force
Assortment Features Payment Period Public Relation
Location Brand Name Credit items Direct Marketing
Inventory Packaging
Transport Sizes
Services
Warranties
Returns
Note: These four P's represent the sellers' view of the marketing tools availabl
e for influencing buyers. From a buyer's point of view, each marketing tools is
designed to deliver a customer benefits.
Robert Lauterborn Suggested that the sellers four Ps corresponds to the customer
s four Cs.
Four Ps Four Cs
Product Customer Solution
Price Customer Cost
Place Convenience
Promotion Communication
The Soft drink being a FMCG has a wider and scattered market. Thus to enable con
centrate effort of marketing activities in different scattered market, for effec
tively setting the entire market is broken down in the following segments:
Route Marketing
Home Market
At Work Market
Route Marketing
Outlet in this market cater to those people who are engaged in shopping eating,
outgoing to and from in amusement centers etc.
Home Market
Outlets in this market cater to people buying predominantly for home consumption
either by case or loose bottles.
At Work Market
Outlet in this market cater to people working in offices, factories etc an attem
pt in always made to make soft drinks readily available all day long while peopl
e are actively working.
Promotional Activities
Promotional Activities play a greater and important role in the entire marketing
effort being carried out by SMV Beverages Pvt. Ltd. Carried out its promotional
activities as a controlled and integrated program of communication and material
design to present its soft drink to the prospective customer. It also helps in
communicating the need and satisfying qualities of soft drink to facilitate the
sales and eventually towards the profit in long range.
The tools use by the SMV Beverages Pvt. Ltd. For fulfilling the various purposes
of its promotional activities are the following: -
Point of sale display
Dealer's Sales contest
Sales promotion through special event market
Sales promotion through salesman that is personal selling
Incentives
Point of Sale Display:
A sensible man does not have to go far to find out whatever a common
Paanwala knows that people buy their eyes open; every item on sale in a shop is
displayed in the front where people can see it at the first sight. It is the sam
e with all the shops and vendors in the town.
Dealer's Sale Contest:
Another method of sales Promotion being used by the Varun Beverages Pvt. Ltd. Th
rough its distributor is to conduct dealer's sales contest during the peak seaso
n i.e. during the summer season starting from April to July. Each distributor is
given a target to achieve for selling the product and when they achieve the tar
get in stipulated time they are rewarded accordingly.
Special Event Market:
The dealers at special event place the banners of Pepsi and stalls as well. This
helps in promoting the sales as well as in creating an image of the product.
Personal Selling
The concerned person for the sales appoint a specific number of salesman for spe
cific areas and as per the instructions and guidance given by the company, sales
man should be competitive enough to achieve the target set for him.
Channel of Distribution
Physical distribution is a process of reaching a consumer with product(s). It co
nsists of all the activities in the physical transfer of goods from manufacturer
to the ultimate consumer. Distributor (Place) is one of the 4 Ps of the marketi
ng mix.
Main problem of the manufacturer can be broadly divided into two parts productio
n and distribution. After production the next main problem faced by the producer
is that selling the product to the consumers for whom it is made. Thus a way th
rough is the proper distribution channels.
Price / Carat 200 ml. 250 ml. 300 ml. 500 ml. 600 ml. 1.2 ltr. 2.0 ltr.
Pepsi Rs. 165 - Rs. 214 - Rs. 444 - Rs. 455
7up Rs. 165 - Rs. 214 - Rs. 444 - Rs. 455
Mirinda (O) Rs. 165 - Rs. 214 - Rs. 444 - Rs. 455
Mirinda (L) Rs. 165 - Rs. 214 - Rs. 444 - Rs. 455
Slice - Rs. 214 - Rs. 444 - Rs. 550 -
Mountain Dew Rs. 165 - Rs. 214 - Rs. 444 - Rs. 455
1. Aquafena - 12 pc.
105-00
ORGANIZATIONAL HIERARCHY
BOARD OF DIRECTOR
MANAGING DIRECTOR
DIRECTOR
CEO
CHAPTER-2
RESEARCH METHODOLOGY
INTRODUCTION
Marketing Research is a process of collecting and analyzing marketing and ultima
tely to arrive at a certain conclusion. Varun Beverages Pvt. Ltd. Is a concern w
hich is marketing the product having different brands? Thus a survey method of m
arketing research is essentially exploratory in mature. Thus a survey method of
marketing research is essentially exploratory in nature. Thus I opted for "Quest
ionnaire" method for conductive survey about the marketing of Pepsi though retai
ler in Greater Noida.
Importance of marketing Research
Marketing Research have its importance not only for consumer market; it also eff
ectively to the producer of goods and services. The use of marketing research in
consumer market may be explained on the basis of following services by it:
It ascertains the position of a company in specified Industry.
It indicates the present future trend of industry and points out how the company
's affairs are to be turned up.
3. It helps in development & introduction of new product.
OBJECTIVES OF STUDY
A project cum Training is an essential part of PGDM Curriculum. This study was c
onducted on “Empirical Analysis Market Share Of Pepsi-Cola & Coca-Cola in Greate
r Noida " FOR PEPSI IN VARUN BEVERAGES PVT. LTD. IN GREATER NOIDA.
On the following objectives survey was undertaken:
i. To determine the factors, which persuade the retailer for sale of Pepsi?
ii. To find out the exclusive outlets of Pepsi and its competitors.
iii. To find out the promotional activities in Pepsi.
iv. To find out market share of Pepsi against its competitor.
Figure No. 1
Interpretation of Outlets
Interpretation:
Many types of retailers in the market to sell the Pepsi & Coke products I have t
aken that list from company & classified that shops according to company guidanc
e. General & Kirana Stores are measure thing for company because there share is
one-third, so company always try to make good relationship in the market.
Out of 100,20% sell of pepsi and 16% sell of cock in genral ki.store.
Out of 100,8% sell of pepsi and 10% sell of cock in sweet shop.
Out of 100,both sell are equal in pan shop.
Out of 100,4% sell of pepsi and 5% sell of cock in Resturent.
Out of 100,both sell are equal in Hotels.
Out of 100,both sell are equal in cinema halls.
Out of 100,both sell are equal in phone booths.
Figure No. 2
Which Brands of Softdrinks do you stock /sell?
Interpretation:
Out of 100, 25% shopkeeper sell only pepsi because of more profit
Out of 100, 20% sell only coke because of easy availability of product
Out of 100, 53% sell both due to customer demand
Out of 100 , only 2% sell other brand also
Figure No. 3
REASON FOR STOCKING/SELLING BRAND OF PRODUCT
a.) Customer usually asked for this brand
b.) It is cheaper
c.) We get a larger dealer discount
d.) We have a contact with manufacture
e.) Supply is regular
f.) Better relation with company sales man
g.) We have had negative experience with other manufacture
REASON RESPONDEDED NOT RESPOND TOTAL
A 74 26 100
B 81 19 100
C 92 8 100
D 23 77 100
E 87 13 100
F 76 24 100
G 21 79 100
Interpretation:
Pepsi gives a larger dealer’s discounts in compare to their competitors and its
relationship with the retail outlets is also good.
Figure No. 4
Which Flavor is more demanded ?
a. Pepsi 22
b. Miranda 13
c. Mountain Dew 25
d. 7Up 15
e. Slice 25
Data Interpretation
Out of 100,22% person like pepsi
Out of 100,only 13% like Mirinda
Out of 100,25% person like Mountain Dew
Out of 100,15%person like 7up
Out of 100,25% person like slice
Figure No. 5
MEDIUM THAT AFFECTS SALES MOST
Interpretation:
Television as a medium constitutes 38%, this shows that company should rely mor
e on this medium.
Second to it are wall paintings & hoardings which constitute 30%. So this is al
so an area of concern for the company.
Figure No. 6
Promotional activities that affect the sales mostly
Sample size = 100
a) Free bottle scheme as promotional activities = 57
b) Prize as promotional activities = 21
c) Discount/crate as promotional activities = 17
d) Others as promotional activity = 5
Interpretation:
It is found that free bottle scheme as a promotional activity is major constitut
e of overall promotional activities.
Figure No. 7
Do you get the Delivery Timely.
Interpretation
: We analysis that only approximately 75% retailer are satisfied to the Pepsi se
rvice :25% retailer are not satisfied because the Pepsi delivery is not t
ime.
figure No. 8
SIGNAGE
Figure No. 9
VISI COLERS
Sample size = 100
No. of outlets having only Pepsi Visi collers = 21
No. of outlets having only coca-cola Visi collers = 26
No. of outlets having both Pepsi coca-cola Visi collers = 42
No. of outlets having only own Visi collers = 11
Interpretation
Out of 100,21%shopkeeper have Pepsi visi cooler
Out of 100,26% shopkeeper have Coca cola visi cooler
Out of 100,42% have both visi cooler
Out of 100,11% have own visi cooler
SUGGESTIONS
1) Service of Pepsi should be improved in the case of repairing of its
misleaders (refrigerators) and glow sign boards which are out of order in an out
let up to the level thus it is parallel or even better than the competitor.
2) The company should supply its glow sign board, banners etc. as an advert
isement media to the retailers of few areas, which will as usual become Sales pr
omotion tool for them.
3) The commitment of supplying gift items or incentive should be carried ou
t on or before the scheduled time.
4) The Sales Schemes and incentive should be properly communicated to the c
onsumer (retail outlets) and it should be time.
5) The Company should be regular of its goods such as different flavours so
as for proper availability at each and every retail outlets. Otherwise it may l
ose its consumer and prospects. Thus distorting the image of the company.
6) Distributor and retail outlets feed back should be taken time to time so
as to trace the actual existing problem related to there and the market.
LIMITATIONS OF STUDY
Although all efforts have been made to study all strata of population as compar
ed to the topic of study, universe size & sample size findings of study will be
considered on the Urban Area & Rural Area and will be applied in Surajpur (Gr.N
oida) because of Retailers perception and expectation varies in other place due
to socio-economic and educational background. At last but not the least the stud
y will try to find out the real depth of the actual position as far as possible.
The survey suffers from following limitation: -
1. Since the product under study was a consumer goods which
requires a large sample to have a correct study, a sample size of
100 Respondents was too small for it. But time & money did not
allow Researcher to have a large sample. And also to manage a
large sample would also be difficult by Researcher alone.
2. Duration of study also limited for further intensive study.
3. Mostly stress was given on primary data as it was difficult to collect
Secondary data from organization & distributors.
4. The sample selected is not purely random sample but it is
convenient so that the result of the survey don t have high
degree of statistical significance.
5. The result of survey is based upon crucial assumption like:
(a) The respondents know right answer to the question put to them.
(b) They are wiling to give the right answer.
(c) Strictly based on the responses of the Retailers.
(d) Difficult to ascertain the authenticity of their statement.
6. It is very difficult to influence and get right answer from old
mentality Retailers.
7. Region i.e. urban area therefore the results are applicable to Patna
Region only. These findings may not have much relevance in other
regions or rest of the country.
8. All the conclusions, suggestions & recommendations will be made
in the feed back obtained from survey on the basis of responses
given by the respondents.
CHAPTER-6
Product performance
Comparative Products
Sl. No. Major CSD Brands
Flavour PCI CCI
1. Cola Pepsi Coca-cola, Thums Up
2. Clear Lime 7Up, Mountain Dew Sprite
3. Cloudy Lime Mirinda Lime, Limca
4. Orange Mirinda Fanta
In above table, I have shown product target in the market. Both companies try t
o substitute each other product in the market. When a company don’t fulfill the
demand of market than other company substitute that product with own product.
In the market many time seen that consumer demand a product according to his des
ire, but due to lack of supply he switch over of substitute product. So, compan
ies always want to come with substitute product for enlarging his market share.
Here, Thums Up and Coca-Cola is substitute for Pepsi, Sprite is substitute for 7
Up and Mountain Dew, Fanta is substitute for Mirinda & Limca is substitute for M
irinda Lime.
Products Availability of Pepsi
Sl. No. Products 200 ml 250 ml. 300 ml. 330 ml. 500 ml. 600 ml. 1000 ml.
1200 ml. 2000 ml.
1. Pepsi - - - - -
2. Pepsi diet - - - - - -
- -
3. Pepsi Gold - - - - - -
- -
4. Mirinda - - - - -
5. Mirinda Lime - - - - - -
- -
6. M. Sorbet - - - - - -
- -
7. 7Up - - - - -
8. M. Dew - - - - - -
9. Pepsi Can - - - - - -
- -
10. 7Up Can - - - - - - -
-
11. Mirinda Can - - - - - -
- -
12. M. Dew Can - - - - - -
- -
13. Diet Can - - - - - -
- -
14. Slice - - - - -
-
15. Aquafina - - - - - -
- -
16. Tropicana - - - - -
- -
17. Everest Lehar - - - - -
- -
Products Availability of Coke
Sl.
No. Products 200 ml. 250 ml. 300 ml. 330 ml. 600 ml. 1000 ml.
1200 ml. 1500 ml.
1. Coco-cola - -
- -
2. Thumps-Up - -
- -
3. Sprite - -
- -
4. Fanta - -
- -
5. Limca - -
- -
6. Maaza - - - -
-
7. Coca-cola Can - - - - -
- -
8. Thumps Up Can - - - - -
- -
9. Sprite Can - - - - -
- -
10. Fanta Can - - - - -
- -
11. Cole Diet - - - - -
- -
12. Kinely Soda - - -
- - -
13. Kinely - - - - - -
-
14. Fruit Juice NA - - - - NA -
-
Pepsi Products’ Price (in Rs.) List for Retailers
Sl.
No. Products 200 ml. 250 ml. 300 ml. 330 ml. 500 ml. 600 ml. 1000 ml.
1200 ml. 2000 ml.
1. Pepsi 165 - 214 - - 444 - -
455
2. Pepsi diet - - - - - 444 -
- -
3. Pepsi Gold - - - - - - -
- -
4. Mirinda 165 - 214 - - 444 - -
455
5. Mirinda Lime 165 - - - - - -
- -
6. M. Sorbet - - - - - - -
- -
7. 7Up 165 - 214 - - 444 - -
455
8. M. Dew Can - - - - 454 - -
- 454
9. Pepsi Can - - - - - - -
- -
10. 7Up Can - - - - - - - -
-
11. Mirinda Can - - - - - - -
- -
12. M. Dew Can - - - - - - -
- -
13. Diet Can - - - - - - -
- -
14. Slice - 214 - - 444 - - 550
-
15. Aquafina - - - - - - 105
- -
16. Tropicana - - - - - - -
- -
17. Everest Lehar - - - - - - -
- -
Coca –Cola Products’ Price (In Rs.) List for Retailers:
Sl.
No. Products 200 ml. 250 ml. 300 ml. 330 ml. 600 ml. 1000 ml.
1200 ml. 1500 ml.
1. Coco-cola 165 - 214 - 444 - -
-
2. Thumps-Up 165 - 214 - 444 - -
-
3. Sprite 165 - 214 - 444 - - -
4. Fanta 165 - 214 - 444 - - -
5. Limca 165 - 214 - 444 - - -
6. Maaza - 214 - - 550 - - -
7. Coca-cola Can - - - 450 - - -
-
8. Thumps Up Can - - - 450 - - -
-
9. Sprite Can - - - 450 - - -
-
10. Fanta Can - - - 450 - - -
-
11. Cole Diet - - - 450 - - -
-
12. Kinely Soda - - 108 - -
- -
13. Kinely - - - - - 150 - -
14. Fruit Juice NA - - - - NA -
-
WEAKNESSES:
1. No cost cutting program for the products.
2. Promotional activities in the rural market is not up to
the mark as compared to the Urban market.
3. Brand Pepsi in cola flavor is one of the popular lagging
behind with it’s nearest Competitor, only due to high sugar content an
d less thrilling taste.
4. Not viability of all the products on demand.
OPPORTUNITIES:
1. VBPL makes the buying process more convenient of efficient (It provides
the Pepsi products at required places i.e. direct to distributors and to retaile
rs through distributors).
2. The executives of company meet the need for more information and advice
to distributors/retailers/customers.
THREATS:
1. One of the products of their competitor in lime flavor as a very good ma
rket share due to its taste
2. Coca-Cola is now spending more and more to boost up the sale.
CHAPTER--7
CONCLUSION
CONCLUSION
1) The study reveals that the market share of Pepsi in Gr.Noida is 54% as c
ompared to Coca-cola is 46%. Thus Coca-cola having a clear edge over Pepsi.
2) Services after sales of Pepsi is not up to satisfaction level is because
, found that few display Visi coolers (Refrigerators) and advertisement
glow sign boards of the company in few outlets was out of order or not properly
working for the last few months or an year, thus Pepsi man¬ agement being casual
in this area. The rival company Coca-cola being very quick in this area.
3) Comparative advantage of Pepsi-field sales personals is there to keep an
eye on the whole market and to approach where the problem arises. Two way commu
nications occurs for transparency in business. Whereas Coca-cola company is wee
k in these fields.
4) The study reveals the immediate steps are not taken in the replacement o
f damaged or breakage goods. The rival company, Coca-cola is very quick in this
area and efficient also.
5) The study reveals that the commitment of supplying gift items or
incentive is not carried out on scheduled time.
6) The study reveals that in prompting soft drinks in a market, advertising
media like glow sign boards, hoardings, painting etc. plays a vital role in gra
bbing interest of an outlets to sell soft drinks. Some regions of Patna Central
region are not equipped somehow with these advertising media. This media of adve
rtising is used by the companies, Pepsi & Coca-Cola only for its consumer. This
helps the company to let the consumer know what their product is all about to an
edge its competitors.
7) The study reveals that the Coca flavour of Pepsi is very mild in taste a
s compared to the Cola brand of Coca-Cola Company, Thums Up.
8) The general & Kirana Stores are major thing for company because their sh
are is one third. So company always tries to make good relationship with them. B
ecause 20% sale come from them.
9) PCI market share is little bit short in comparing to coke. For increasin
g more market share PCI will have to invest more in the market & on its advertis
ing.
11) There is dominancy of Thums Up in Cola segment of soft drinks in the mar
ket. Pepsi is its competitor.
12) There is a majority of customers of Mirinda orange flavor in the market.
It dominates the market over Coca-Cola s products Fanta.
13) There is a great dominancy of Sprite in the market. Customers always dem
and Sprite in the market. They take 7Up only as substitute of that.
There is a majority of customers of Maaza Mango flavored in the market.
It dominates the market over Pepsi s product Slice.
CHAPTER-8
BIBLIOGRAPHY
BIBLIOGRAPHY
BOOKS & OTHER REFERENCE MATERIALS
BOOKS:
Kotler, Philip. Marketing management , Printice – Hall of India , New De
lhi
Chunawalla S.A , Sethia K.C. , Foundations of Advertising
Theory and practice, Himalaya Publishing House, 1999 Ed.
Kothari, C.R., Research Methodology- An Introduction, Research Methodolo
gy, Second Edition, New Delhi, New Age International (P) Limited, 2004, Pg 1-20.
Kothari, C.R., Research Design, Research Methodology, Second Edition, Ne
w Delhi, New Age International (P) Limited, 2004, Pg 31-32.
Kothari, C.R., Interpretation and Report Writing, Research Methodology,
Second Edition, New Delhi, New Age International (P) Limited, 2004, Pg 344-359.
SITES
• www.rkjworld.com
• www.pepsico.com
• www.pepsiworld.com
• www.Wikipedia.com
CHAPTER-9
APPENDICES
QUESTIONNAIRE FOR RETAILERS
Name of the Shop/ Outlet:……………………………………………………………………
Address/ Location + Tel:……………………………………………………………………..
1. Type of Outlet:
a. General Kirana Store b. Sweet Shop
c. Pan Shop d. Restaurants
e. Hostels f. Others