Professional Documents
Culture Documents
DELHI &
NCR
SUBMITTED IN PARTIAL FULFILLMENT OF
MASTER OF BUSINESS ADMINISTRATION
2013-2015
UNDER THE GUIDANCE OF:
SUBMITTED BY:Prof. NEHA ZAIDI
VIPIN SINGH
Admn No-13GSOB201176
Enroll No-1303201176
MBA (2013-15)
BIBLIOGRAPHY83
PREFACE
Summer training project is necessary part for fulfillment of
BBA course. The emphasis in the project is providing the
study and an insight into Indian FMCG Business Scenario.
The summer training project is designed to provide
participation of PGDM program as on the job experience.
This has given a chance to try and apply the academic
knowledge and gain insight into corporate culture. This helps
in developing decision-making abilities and emphasizes on
active participation by the student.
I undertook my Project in VARUN BEVERAGES, a
leading Bottler and Marketing partner of the Pepsi Foods.
During the training, I had worked on the project ANALYSIS
OF MARKETING OF PEPSI IN THE MARKET WITH ITS
COMPETITORS of PEPSI IN DELHI & NCR.
I gained valuable experience & knowledge during the
survey. The Project consists of my findings after tabulation of
collected data, then analyzed conclusions were drawn and
finally suggestions were put forward.
CERTIFICATE
This is to certify that the project titled Analysis of
Marketing of Pepsi in the Market with Its
Competitors submitted by SUMIT CHAUHAN for the
award of BACHELOR OF BUSINESS ADMINITRATION is a
bonafide record of work carried out by the above-mentioned
student in this Institute.
PROJECT
GUIDE
SUBMITTED BY:
..
...
MR.
SOMESH
SUMIT CHAUHAN
5
KUMAR
ACKNOWLEDEMENT
A task undertaken without offering prayers to almighty and
talking blessings from the elders is not a good beginning.
Likewise the work completed without acknowledging the
assistance to those who were always by my sides to make
my efforts fruitful in the task left incomplete.
In the beginning, I would like to express my sincere thanks to
my Institute teachers for giving me an opportunity to take
the practical experience of working life.
I convey my sincere thanks to MR. SUMIT AGARWAL (HOD),
DIT SCHOOL OF BUSINESS, for providing me the proper
guidance for providing me the opportunity to carry out my
summer training project effectively and efficiently. I would
also like to pay thanks to all my classmates and friends and
my family members for co-operating with me and helping
me to complete the project.
SUMIT
CHAUHAN
BBA VI
SEMESTER
6135594
EXECUTIVE SUMMARY
The distribution network of PEPSI is well known for its
efficiency but company constantly strives for the betterment
of their distribution network system. Emphasis of our study
was to focus on the customer of company i.e., the retailers.
The Retail Mapping of DELHI & NCR is an integral step
for the assessment, development and betterment of this
system. The distribution system not only comprises the
movement of the products but also incorporates the
merchandising of the product, which is very broad in its
purview.
The
project
incorporates
the
analysis
of
the
. The entire
INTRODUCTION
Objective
To analyze, interpret and study the entire beverage
market of DELHI & NCR
Analysis
of
the
strong
and
weak
point
of
the
10
11
The
market
research
conducted
by
us
was
in
1. Profitability
2. Sales
4. Improvement
5. To satisfy the customers
12
of
over
18
billion
dollars
PepsiCo
World
13
about
long-term
goals.
Those
Pepsis
main
Pepsi also has had the good fortune of making very wise
investments. Some of the best investments have been in
their acquiring several large fast food restaurants. They have
also made wise investments in snack food companies like
Frito Lay, which at present time is the largest snack
company in the world. Probably high on the list of strengths
is Pepsis beverage line up.
16
17
ORGANIZATIONAL STRUCTURE
Chairma
n
Preside
nt
Unit
Manage
r
TDM
ADC
Custome
r
Executiv
e
Distribut
ers A,B,C
Custome
r
Executiv
e
Distribut
ers E,F
Route
Agents
Route
Agents
Helper
Helper
18
The
rich
deep
blue
coloring
represents
eternal
20
21
Aids
3
Digestion
190 Original Pure Food
6
Drink
190 Delicious
8
Healthful
191 For
5
and
All
Thirsts
Pepsi:Cola
Pepsi:Cola
It
191
makes
you
9
Scintillate
192 Drink Pepsi:Cola 0
22
192
Here's Health!
9
193 Sparkling,
2
Delicious
Drink
Double
Size
Refreshing
and
193
4
Healthful
193 Join the Swing to
8
Pepsi
a Nickel
194 Bigger
3
Better Taste
194 It's
7
23
Great
American Custom
194 Why
9
Drink,
Take
Less
195 More
0
Bounce
to
the Ounce
The
Light
195 Refreshment
4
Refreshing Without
Filling
a Pepsi
Now It's Pepsi for
196
Those Who Think
1
Young
Come
Alive!
196
You're in the Pepsi
3
Generation
Taste
that
Beats
196
the
Others
Cold,
7
Pepsi Pours It On.
You've Got a Lot to
196
Live, Pepsi's Got a
9
Lot to Give
24
197 Join
3
the
Pepsi
197
Have a Pepsi Day!
6
Catch That Pepsi
197 Spirit
9
Take
the
Pepsi
Challenge
198 Pepsi's
1
Got
Your
198
Pepsi Now!
3
198 The Choice of a
4
New Generation
198
America's Choice
7
198 A
9
Generation
Ahead
199 Be
3
Young,
Have
Pepsi
199
Generation Next
7
199
Same Great Taste
8
199
The Joy of Cola
9
200
The Joy of Pepsi
0
26
28
30
so
the
customer
can
find
them
easier,
viz,
Generation.
Pepsi
gets
this
advantage
by
Mountain
Dew.
Mountain
Dew
has
grown
staggering 74.1% over the last five years. Mountain Dew has
a 6.3% market share and has recently become the No.4 soft
drink in America. At this current pace Mountain Dew will be
come the first non-cola to reach the 1billion gallon mark in
one year.
Pepsi also has an advantage as an innovator in their field.
They are the first soft drink makers to introduce a new onecalorie soda called Pepsi-One with, just approved by the FDA,
Ace-K.
This new sweetener is slated to be a break through for diet
soda in which it limits the after taste associated with diet
soda and brings a more cola taste to the product. Pepsi has
always been a strong No.2 against Coke and have become
one of the worlds largest Companies. As far as market share
is concerned Pepsi stands strong.
32
33
Snack
foods
and
Vegetable
and
Food
processing.
34
and
Franchising-
covering
fruit/vegetable
35
time Pizza Hut and Frito Lays are the examples in this regard
only.
36
38
1993:
Pepsi-Cola
launched
Slice
and
Teem
39
PEPSI-COLA PHRASES
The Pepsi-Cola marketing phrase has also changed
many times
1909-1939:
Delicious and Healthful
1939-1950:Twice As Much For A Nickel Too
1950-1963:The Light Refreshment
1953-1961:Be Sociable
1961-1963:Now It's Pepsi For Those Who Think Young
1963-1967:Come Alive! You're In The Pepsi Generation
1967-1969:Taste That Beats The Others Cold
You've Got A Lot To Live, Pepsi's Got A Lot
1969-1973:
To Give
1973-1975:Join The Pepsi People Feelin' Free
1975-1978:Have A Pepsi Day
1978-1981:Catch That Pepsi Spirit
1981-1982:Pepsi's Got Your Taste For Life!
1983-1983:Pepsi Now!
19901994:
1995- 2004
2004- now
41
PEPSI BRANDS
AND PACK PROFILE BRAND PACKS:
The products are generally available in three kinds
of
packaging:
GLASS BOTTLES
DISPOSABLE CANS
PET JARS
42
FLAVOUR PACKS:
43
COLA
(Carbonated
PEPSI
MIRANDA ORANGE
MOUNTAIN DEW
7UP
44
Soft
Drink):
MANGO:
SLICE MANGO
MINERAL WATER:
AQUAFINA
45
International
[formerly
46
PepsiCo
Restaurants
47
MAJOR CREDENTIALS
VARUN
BEVERAGES
LIMITED
RECEIVED
GOLD
48
B. Retail Tracking
C. Corporate Tracking
D. Analysis of finding and observations
E. Segregating DELHI & NCR for WAP and SAP
The entire process was more of a Descriptive
Research type and incorporated a formal study of the
specific problems faced by most FMCG companies an
exploring the opportunities in the untapped market. The
survey was conducted on the basis of PEPSI product
preference and evaluation of sales forecast in the new and
underdeveloped market including the evaluation of the
advertising and promotional measures. The data collected
had to be systematically arranged, analyzed and reported in
a form congenial to take on the spot decisions.
The observation approach was adopted in the process
by gathering the data essential and material for the decisionmaking and with clear objective of increasing the market
share of PEPSI in the DELHI & NCR 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
50
51
A. ROUTE RIDING :
The Beverage Industry or to be more specific, the Soft Drinks
Industry has one of the most active network in term of its
production, supply, distribution, marketing, consumption and
also personal relations at the very second level of its
distribution network. That is the reason why it is sometimes
said to be Very Fast Moving Consumer Goods.
Due to the above stated reason it becomes very
essential to study and analyze the market of these products
from the grass root level. So in the Soft Drinks Company as
PEPSI, route riding becomes the first and foremost step in
any of the activities to be undertaken be it any official so we
were no exceptions.
During the very initial days we were required to
exercise Route Riding, the objective of which was:
53
The Routes i.e., the Pepsi Vans were charged and left
the depot by 7:30 in the morning, accompanied by the Route
Agent
54
56
Inquiring
about
the
satisfaction
by
the
current
wall
paintings,
posters,
banners,
racks,
58
of
the
DELHI
&
NCR
&
NCR
unit
which
Collection
of
required
information
for
making
60
reasons
could
be
poor
distribution
network,
62
heavy
investment
decisions
to
strengthen
these
ON ROUTE :
It refers to the retail outlets, which are covered by the
Route
Agents
and
visited
daily
for
sales
and
NON EXISTENCE:
It refers to the outlets which were merchandising the
product
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.
POTENTIAL OUTLETS :
64
not,
dealt
with
beverage
products.
The
65
CORPORATE MAPPING :
DELHI & NCR being an entirely industrial 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.
66
delegations,
meetings,
parties,
or
other
67
counters
to
convert
them
into
profitable
opportunities.
The
Corporate
Mapping
was
the
supplementary
68
69
inferences
can
be
drawn.
Generally
those
E.
comparative
study
was
made
to
assess
the
73
and the
major strength
of PEPSI. The enhancement in the distribution network
would definitely increase the market share of PEPSI.
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
76
ANALYSIS
MARKET STATUS OF PEPSI PRODUCT
77
PEPSI-COLA PRODUCTS
Lehar 7-Up; 9%
Pepsi; 24%
Aquafina; 7%
Lehar Soda; 4%
Slice; 20%
Mirinda Lemon; 3%
Mountain Dew; 19%
78
2 LT.; 24%
330 ML (CAN); 2%
300 ML; 25%
Often; 67%
80
The
other
Statistics
and
finding
have
been
81
82
PEPSI Vs COKE
43
57%
83
PEPSI
COKE
SWOT ANALYSIS
STRENGTH:
1) Good market penetration.
2) Motivated channel partner.
3) Well defined routes.
WEAKNESS:
1) All brands were not available in at least 80% shops.
2) Complaint handling was not up to mark.
3) Supply in certain area is very irregular and also route
agents are not covering full routes.
4) Poor signage and display is making the routes week for
the sale of Pepsi.
5) Interpersonal relationship with the company officials
and the route agent is not satisfactory.
OPPORTUNITY:
1) It is observed that in some newly establishing areas
many new outlets are opening , Pepsi needs to
84
THREATES:
1) Coke is the only nearest competitor and it is catching
up in the market penetration through price skimming
and other promotional scheme.
2) Some local brands commonly known as kancha , Tip
Top , Shine and the launch of Catch soft drink a
product of DS group are causing decrease in sale in
some areas.
85
CONCLUSION
The business of Soft Drink industry is significantly
based upon the impulse buying, so it is very necessary to
Merchandise products of PEPSI efficiently and present them
in such a manner so that it can motivate the consumer and
generate a thirst in consumer to consummate it.
87
RECOMMENDATIONS
89
need
display
material.
To
enhance
the
LIMITATIONS
The retailers in many cases reluctant to answered many
questions.
The respondents may be biased on influenced by some
other factors.
Time and money were the greatest limitation in
carrying out the survey.
92
93
city,
QUESTIONNAIRE
Name
:
____________________________________
Address
____________________________________
____________________________________
Contact No.
:
____________________________________
b. no
b. no
Both.
Q.5. Which quantity of soft drinks you have?
95
c.
a. 200 ml
b. 300 ml
d. 2 lit.
e. All.
c. 500 ml
b. Kinley(Coca Cola)
b.
Kinley
(Coca
Cola)
b. No.
=Yes.
No.
Yes.
No.
c.
c.
b. No.
b. No.
b. No
c. Cant Say
b. no
c. cant say
b.25- 30%
c. more than 50
Q.18
200 ML
PCI
300ML
CCX
97
PCY
CCX
STOCK
REGULA
R
600 ML
PCI
CCX
STOCK
PET
98
2 LIT
PCI
CCX
BIBLIOGRAPHY
Marketing Management
Kotler)
(Written by Philip
Principles of Marketing
B. Gupta)
(Written by C.
Research Methodology
R. Kothari)
(Written by C.
Magazines:
Advertising Management
Business India
Business Today
Business World
www.pepsiworld.com
www.pepsico.com
www.google.com
99