A

Summer internship project report

CONSUMER PERCEPTION ON PEPSI PRODUCT

PEPSI- SMV BEVERAGE PVT LTD(Jagatpur - Cuttack)

An internship Report Submitted towards In Partial Fulfilment
Of
MASTER OF BUSINESS ADMINISTRATION
ACADEMIC SESSION (2013-2015)
BY
PALLABI KUNDU
Reg.No:1306247141
Under the guidance of
GUIDE NAME
Prof. (Dr.) SUBHAS CHANDRA NATH

DECLARATION

I, PALLABI KUNDU, do hereby declare that the Summer internship programmed titled
CONSUMERR PERCEPTION ON PEPSI PRODUCTS submitted by me in partial
fulfillment of the requirement of the degree of Master in Business Administration of
Regional College of Management Autonomous is an original piece of work done by me,
and has not been published elsewhere or submitted for any degree in full or in part.
.

Place: Bhubaneswar

Pallabi Kundu

COMAPANY GUIDE CERTIFICATE

This is to certify that PALLABI KUNDU, Regd.no 1306247141 a student of MBA,

(Master in business administration) from REGIONAL COLLEGE OF MANAGEMENT,
BHUBANESWAR has done her summer training in our organization SMV BEVERAGE
Pvt. Ltd. in MARKETING division entitled CONSUMER PERCEPTION ON PEPSI
PRODUCTS under my supervision in completion of the requirement of Summer Internship
at PEPSICO and Partial Fulfillment of her Master in business administration. This is
commenced from 3rd May and was completed on 30th of June.

Signature
Mr. SANJAY KUMAR GUPTA
HEAD OF SALES
(Company Guide)

Seal of the organization

ACKNOWLEDGENT

I take this opportunity to express my profound gratitude and deep regards to my guide (Dr.
S.C.Nath) for his exemplary guidance, monitoring and constant encouragement throughout
the course of this thesis. The blessings, help and guidance given by him time to time shall
carry me a long way in the journey of life on which I am about to embark.

I also take this opportunity to express d deep sense of gratitude to Sanjay Gupta (HOS),
Priyaranjan nayak (TDM), Bijay Dash (ADC),Pepsi, for their cordial support valuable
information and guidance which held me in completing this task through various stages.

I am obliged to staff members of pepsi for the valuable information provided by them in their
respective fields. I am grateful for their cooperation during the period of my assignment.

I would like to thank professor Biswaranjan Mohanty who allotted me in pepsi company for
summer internship project.

Pallabi Kundu

TABLE OF CONTENTS

EXECUTIVE SUMMARY
CHAPTER-I
INTRODUCTION
SALES AND DISTRIBUTION OF PEPSICO
OBJECTIVE OF THE STUDY
SCOPE OF THE STUDY
LIMITATION OF THE STUDY
CHAPTER-II (PROFILE OF THE ORGANIZATION)
COMPANY PROFILE
HISTORY OF PEPSI
PEPSI MISSION AND VISION
GUIDING PRINCIPLES OF PEPSI
CONSUMER PERCEPTION
PRODUCT PORTFOLIO OF PEPSI
BRAND AMBASSADORS OF PEPSI
PRODUCTS OF PEPSI
SMV BEVERAGES
ORGANISATIONAL CHART
DEPT. OF SMV BEVERAGES
PROCESS OF MANUFACTURING
PRICING LIST
FOCUS ON MARKETING STRATEGIES
SCHEME IN PEPSI
PACKAGING
SWOT ANALYSIS
SLOGANS AND LOGOS
CHAPTER III (RESEARCH DESIGN AND METHODOLOGY)
LIVE PROJECT IN BHUBANESWAR MARKET
RESEARCH METHODOLOGY
CHAPTER IV (DATA ANALYSIS)
DATA ANALYSIS
DATA PRESENTATION
DATA INTERPRETATION
CHAPTER-V (FINDINGS AND SUGGESTION)
FINDINGS
SUGGESTION
CONCLUSION
CHAPTER-VI (ANNEXURES )
CHAPTER-VII (BIBLIOGRAPHY)

EXECUTIVE SUMMARY

The summarization is as follows:

(1) I started with analyzing the concept of a product with is soft drink and we got some basic
idea about our project.
(2) After analyzing the idea I discovered the history of the product as well as some
manufacturing companies.
(3) Then comes one of the major task which is discovering the 4 ps of marketing which
includes
all the concepts of marketing i.e., product price place and promotion.
(4) All this information was followed by preparing a suitable questionnaire so I can
effectively
communicate with the retailer of the product.
(5) After completion of the survey among 100 retail out let for gathering the information
regarding our project.
(6) Here comes the most difficult task of our project that is analysis.
(7) I made the graphical presentation in form different data for easy comparison and
understanding. We have worked out the inferences and interpretation of each graph to explain
the fact.
(8) To sum up we concluded our project with all the information that I found and our views
about the future of the market.

EXECUTIVE SUMMARY

PROJECT TITLE

CONSUMER PERCEPTION ON PEPSI

PRODUCTS

NAME OF THE COMPANY

PEPSICO

PLACE OF WORK

JAGATPUR, BBSR, ODISHA

DURATION

60 DAYS

ORGANISATION GUIDE

MR. SANJAY GUPTA

INTERNAL GUIDE

PROF. SUBHAS CHANDRA NATH

CHAPTER 1
INTRODUCTION

INTRODUCTION
The marketing is primarily based on the task of creating promotion and delivers goods and
services to consumers and business .In fact, marketing people are involved in marketing ten
types of entities: goods, services, experiences, events, persons, places, properties,
organization, information and ideas.
The main motive of marketing is to enable the customer to know about the product and
about its quality in proper manner so that before making any purchasing decision the
consumer at least knows about the product well. This ultimately forces his to make a right
decision.
The study of market about the choice and reference of customer is an important
aspect of the business organization. Traditional view of the sales promotion asserts that the
consumer will accept whatever product is well known and the seller presents to them. In this
way the main concern of the producer is to produce without considering the choice of
behavior of the customer. But this point of view of marketing has now changed.
The product is the most important tool in the marketing mix. Without product there
is no question of customer satisfaction. The whole of this project is based on product mix and
customer satisfaction.
The marketing environment is changing at an accelerating rate, today is not like yesterday
and tomorrow will be different from today. Continuing todays strategy is risk, so is turning to
new strategy. Leaders who must plot the futures of their companies are challenged to find
path and that makes sense.
The noteworthy changes taking place in the, market scenario are:
From local to national to global marketing- companies are expanding their
geographical coverage with leaps and bound.
From buyers needs to buyers wants-as income are improving, buyers are
becoming more selective in their choice of goods.
From price to non-price competition-with many players in a particulars
category marketers are increasing the branding of product differentiation
advertising and sales promotion.
Its my great advantage the SMV Beverages has given me this opportunity to understand the
PEPSI services and its effectiveness.
I am highly obliged to receive this existing opportunity to work and gain experience
from such an immensely cooperative dynamic a challenge organization hoping that
you will appreciate my work.

Initially the focus of the Company remains on reaching all the markets and then the Company
shifts its focus on increasing the frequency of sales in the respective markets so that the sales
and profitability of the Company can be increased. Company PepsiCo India provides the salt
to all the bottling plants in the Country that carry out the bottling operations.
COBO: These are Company owned bottling operations operating directly under the
Company. Out of 32 bottling plants, PepsiCo owns 15.
FOBO: These are Franchise owned bottling operations.
Warehouses: These are Company or franchisee owned warehouses spread over various
locations that cover the respective territories and come under the purview of their respective
Area or Territory Offices. Stocks are sent from the bottling plants to these warehouses, from
where they are sent to the C & F centers and Distributor Points.
C & F Centers: These are the biggest centers in the distribution network and receive proper
assistance from the Company (either COBO or FOBO). The C & F center is owned by a
private player and not by the Company. The vehicles (Delivery Vans) are owned by the
Company, and the Salesmen at the C & F points are on the Company Payroll.
Distributors: These are small, compared to C & F centers. Everything at the Distributor
point owned and managed by the distributor, even the salespersons are on the Distributors
payroll.
Wholesalers: These are smaller than C & F centers and Distributor points and get the stock
directly from the Company or Franchisee. They get their stock directly from the Company
and thus get special rates and extra discounts from the Company.
Slums: They are generally smaller than the Wholesalers are. However, they get special
discounts from the C & F centers and Distributor points. All the different players in the
distribution channel namely C & F centers, Distributor points, Wholesalers and Slums have
different designated markets and are not supposed to operate in the market designated to any
other player.
Retailer: Retailers are the most important chain in the distribution channel of Pepsi as they
are the only point of contact with the customers. Retailers get their stock from all the other
channel members in the distribution channel.

OBJECTIVE OF STUDY

Now market is highly competitive market in which the consumer prefers products
in low cost with high quality. The following objective is below:
I.
II.
III.
IV.
V.
VI.
VII.
VIII.
IX.
X.

To understand the market share of PEPSI products BBSR market & its demand.
To determine the market survey of PEPSI products.
To know about the factors which affect the sale of Pepsi products of SMV Beverages
Pvt. Ltd.
To find out the various competitors in the market.
To study the important factors that influences the customer during the purchase of
cold drinks.
To know customer are really satisfied from Pepsi or not.
To find out the customer perception level about the service provided by PEPSI.
To know the position of PEPSI products in BHUBANESWAR market.
To know retailers view about PEPSI.
Key demand of cold drinks by different customers.

SCOPE OF STUDY

The study is analyzed from different angles in order to find out the market share & position
of the organization of in the market. So the objective criteria for meeting the marketing
demand and creating service according to the customers choice and preferences. How Pepsi
can promote its sales in different ways.
Thus the scope of study involves the following aspects:

Product awareness.
Product promotion.
Overall performance of the company.
Market share and position of the company.
To know various consumers and retailers scheme for the sales promotion.
To find out market gaps and analyze them.

LIMITATIONS OF STUDY

The limitations of study were as follows:

The time period was short to know all things about the market.
Sometimes retailers have not given answer properly they shoe reluctance.
Even though the numbers of outlet are many, only a small number for sample sizes
were taken for study.
The study was limited within the area of Bhubaneswar that is why the forecasting
result based in this study may not be showing actual results.

CHAPTER 2
PROFILE OF THE
ORGANIZATION

COMPANY & INDUSTRY SCENARIO

COMPANY PROFILE
Pepsi- cola, is most commonly called Pepsi, is a soft drink produced by PepsiCo which is
sold worldwide in stores, restaurants and vending machines. The brand was trade marked on
June 16th 1903, through the drink was first made on august 28, 1898, by pharmacist Caleb
Braham. Similar to coca-cola, its major rival, Pepsi was originally intended to cure stomach
pain.
There are several variants of Pepsi, including diet Pepsi (the most popular variant), Pepsi
vanilla, and outside the united state, Pepsi max and Pepsi samba (this was replaced in
Australia only, and was only released for a limited time.)Perhaps, the strongest of all variants
was the Pepsi blue, which was released in India, Australia, New Zealand, Jamaica and
Canada, as a limited edition variant during the period when the Indian cricket team was
having a successful run after the 2003 cricket world cup. (the color of their jersey was blue),
recently Pepsi add many new products in its product line Pepsi Max The Invigorating Cola
No Fear Man Up! Dole Juice Healthy juices on the go in India, Pepsi gold in Thailand,
Norway and several other countries. The companys two bottling lines currently manufactures
the following products: -Pepsi-cola, 7up, leher soda, mirinda, energy drinks like Gatorade and
many others. Since 1975 the company has owned several awards for its outstanding
achievements in marketing and quality excellence from PepsiCo international, including the
Donald m. kendall award for annual percentage volume increase.

PROFILE OF THE ORGANISATION

Type
Manufacturer
Founder (s)

Soft Drink (Cola)

PepsiCo
Donald Kendall

Country of Origin
Introduced

Herman Lay
United States
1893
(as
1898

Area Served
Color
Employees
Website

Brad's
(as

Drink)
Pepsi-Cola)

1961 (as Pepsi)

Worldwide
Dark Brown
274000(2013)
pepsi.com

HISTORY OF PEPSI & PEPSICO HEAD QUARTERS

PepsiCo World Headquarters is located in Purchase, New York, approximately
45 minutes from New York City. The seven building headquarters complex was
designed by Edward Durrell Stone, one of Americas foremost architects. The
building occupies 10 acres of a 144 acre complex that includes the Donald M.

Kendall Sculpture Gardens, a world acclaimed sculpture collection in a garden

setting.
The collection of works is focused on major twentieth century art, and features
works by masters such as Auguste Rodin, Henri Laurens, Henry Moore,
Alexander Calder, Alberto Giacometti, Arnaldo Pomodoro and Claes Oldenberg.
The gardens were originally designed by the world famous garden planner,
Russell page, and have been extended by Francois Goffinet. The grounds are
open to the public, and a visitors booth is in operation during the spring and
summer.

A Brief History of Pepsi

In 1893, Caleb Bradham, a young pharmacist from New Bern, North Carolina, begins
experimenting with many different soft drink concoctions. Like many pharmacists at the turn
of the century he had a soda fountain in his drugstore, where he served his customers
refreshing drinks, that he created himself. His most popular beverage was something he
called "Brad's drink" made of carbonated water, sugar, vanilla, rare oils, and pepsin
and cola nuts.
One of Caleb's formulations, known as "Brad's drink", created in the summer of
1893, was later renamed Pepsi Cola after the pepsin and cola nuts used in the
recipe. In 1898, Caleb Bradham wisely bought the trade name "Pep Cola" for $100
from a competitor from Newark, New Jersey that had gone broke. The new name
was trademarked on June 16th, 1903. Bradham's neighbor, an artist designed the
first Pepsi logo and ninety-seven shares of stock for Bradham's new company were
issued.
1898 - One of Caleb's formulations, known as "Brad's Drink," a
combination of carbonated water, sugar, vanilla, rare oils and cola
nuts, is renamed "Pepsi-Cola" on August 28, 1898. Pepsi-Cola
receives its first logo.
1905 - Pepsi-Cola's first bottling franchises are established in
Charlotte and Durham, North Carolina. Pepsi receives its new
logo, its first change since 1898.
1906 - Pepsi gets another logo change, the third in eight years. The
modified script logo is created with the slogan, "The Original Pure
Food Drink."
1908 - Pepsi-Cola becomes one of the first companies to modernize delivery from horse
drawn carts to motor vehicles. Two hundred fifty bottlers in 24 states are under contract to
make and sell Pepsi-Cola.
1910 - The first Pepsi-Cola bottlers' convention is held in New Bern, North Carolina.

1920 - Pepsi theme line speaks to the consumer with "Drink PepsiCola, it will satisfy you."
1928 - After five continuous losing years, Megargel reorganizes his
company as the National Pepsi-Cola Company, becoming the fourth
parent company to own the Pepsi trademark.
1934 - A landmark year for Pepsi-Cola. The drink is a hit and to
attract even more sales, the company begins selling its 12-ounce drink for five cents (the
same cost as six ounces of competitive colas). The 12-ounce bottle debuts in Baltimore,
where it is an instant success. The cost savings proves irresistible to Depression-worn
Americans and sales skyrocket nationally.
Caleb Bradham, the founder of Pepsi-Cola and "Brad's Drink," dies at 66 (May 27th, 1867February 19th, 1934).
1935 - Guth moves the entire Pepsi-Cola operation to Long Island City, New York, and sets
up national territorial boundaries for the Pepsi bottler franchise system.
1936 - Pepsi grants 94 new U.S. franchises and year-end profits reach $2,100,000.
In 1940, the Pepsi Cola company made history when the first advertising jingle was
broadcast nationally on the radio. The jingle was "Nickel Nickel" an advertisement for Pepsi
Cola that referred to the price of Pepsi and the quantity for that price "Nickel Nickel" became
a hit record and was recorded into fifty-five languages.
1941 - The New York Stock Exchange trades Pepsi's stock for the first time. In support of the
war effort, Pepsi's bottle crown colors change to red, white, and blue.
1942 - One on many company sponsored efforts to allow soldiers to communicate with
friends or family. This record was made in New York City but often booths would be set up
with mobile recording equipment that was bought to where the soldiers were. Shell material
on solid core. 78 rpm.
1943 - Pepsi's theme line becomes "Bigger Drink, Better Taste."
1948 - Corporate headquarters moves from Long Island City, New York, to midtown
Manhattan.
1950 - Alfred N. Steele becomes President and CEO of Pepsi-Cola. Mr. Steele's wife,
Hollywood movie star Joan Crawford, is instrumental in promoting the company's product
line.
Pepsi receives its new logo, which incorporates the "bottle cap" look. The new
logo is the fifth in Pepsi history.
1953 - "The Light Refreshment" campaign capitalizes on a change in the product's
formula that reduces caloric content.

1955 - Herbert Barnet is named President of Pepsi-Cola.

1959 - Pepsi debuts at the Moscow Fair. Soviet Premier Khrushchev and U.S. Vice President
Nixon share a Pepsi.
1960 - Young adults become the target consumers and Pepsi's advertising keeps pace with
"Now it's Pepsi, for those who think young."
1962 - Pepsi receives its new logo, the sixth in Pepsi history. The 'serrated' bottle cap logo
debuts, accompanying the brand's groundbreaking "Pepsi Generation" ad campaign.
1963 - After climbing the Pepsi ladder from fountain syrup salesman, Donald M. Kendall is
named CEO of Pepsi-Cola Company. Pepsi-Cola continues to lead the soft drink industry in
packaging innovations, when the 12-ounce bottle gives way to the 16-ounce size. Twelveounce Pepsi cans are first introduced to the military to transport soft drinks all over the world.
1964 - Diet Pepsi, introduced as America's first national diet soft drink. Pepsi-Cola acquires
Mountain Dew from the Tip Corporation.
1965 - Expansion outside the soft drink industry begins. Frito-Lay of
Dallas, Texas, and Pepsi-Cola merge, forming PepsiCo, Inc.
Military 12-ounce cans are such a success that full-scale commercial
distribution begins.
Mountain Dew launches its first campaign, "Yahoo Mountain Dew...It'll
tickle your innards."
1970 - Pepsi leads the way into metrics by introducing the industry's
first two-liter bottles. Pepsi is also the first company to respond to consumer preference with
light-weight, recyclable, plastic bottles. Vic Bonomo is named President of Pepsi-Cola. The
Pepsi World Headquarters moves from Manhattan to Purchase, NY.
1974 - First Pepsi plant opens in the U.S.S.R. Television ads introduce the new theme line,
"Hello, Sunshine, Hello Mountain Dew."
1976 - Pepsi becomes the single largest soft drink brand sold in American supermarkets. The
campaign is "Have a Pepsi Day!" and a classic commercial, "Puppies," becomes one of
America's best-loved ads. As people get back to basics, Pepsi is there as one of the simple
things in life.
1977 - At 37, marketing genius John Sculley is named President of Pepsi-Cola.
1978 - The company experiments with new flavors. Twelve-pack cans are introduced.
1980 - Pepsi becomes number one in sales in the take home market.
1981 - PepsiCo and China reach agreement to manufacture soft drinks, with production
beginning next year.

1982 - Pepsi Free, a caffeine-free cola, is introduced nationwide. Pepsi Challenge activity
has penetrated 75% of the U.S. market.
1984 - Pepsi advertising takes a dramatic turn as Pepsi becomes "the choice of a New
Generation." Lemon Lime Slice, the first major soft drink with real fruit juice, is introduced,
creating a new soft drink category, "juice added." In subsequent line of extensions, Mandarin
Orange Slice goes on to become the number one orange soft drink in the U.S. Diet Pepsi is
reformulated with NutraSweet (aspartame) brand sweetener.
1985 - After responding to years of decline, Coke loses to Pepsi in preference tests
by reformulating. However, the new formula is met with widespread consumer rejection,
forcing there-introduction of the original formulation as "Coca-Cola Classic." The cola war
takes "one giant sip for mankind," when a Pepsi "space can" is successfully tested aboard the
space shuttle. By the end of 1985, the New Generation campaign earns more than 58 major
advertising and film-related awards. Pepsi's campaign featuring Lional Richie is the most
remembered in the country, according to consumer preference polls..
1987 - Pepsi-Cola President Roger Enrico is named President/CEO of PepsiCo Worldwide
Beverages. Pepsi-Cola World Headquarters moves from Purchase to Somers, New York.
After a 27 year absence, Pepsi returns to Broadway with the lighting of a spectacular new
neon sign in Times Square.
1988 - Craig Weatherup is appointed President/CEO of Pepsi-Cola Company.
1989 - Pepsi lunges into the next decade by declaring Pepsi lovers "A Generation Ahead."
Chris Sinclair is named President of Pepsi-Cola International. Pepsi-Cola introduces an
exciting new flavour, Wild Cherry Pepsi.
1990 - American Music Award and Grammy winner rap artist Young MC writes and performs
songs exclusively for national radio ads for Pepsi. Ray Charles joins the Pepsi family by
endorsing Diet Pepsi. The slogan is "You Got The Right One Baby."
1991 - Craig E. Weatherup is named CEO of Pepsi-Cola North America, as Canada becomes
part of the company's North American operations. Pepsi introduces the first beverage bottles
containing recycled polyethylene terephthalate (or PET) into the marketplace. The
development marks the first time recycled plastic is used in direct contact with food in
packaging.
1992--Pepsi-Cola launches the "Gotta Have It" theme which supplants the longstanding
"Choice of a New Generation."
1993 - Brand Pepsi introduces its slogan, "Be Young. Have Fun. Drink Pepsi." Pepsi-Cola
profits surpass $1 billion. Pepsi introduces an innovative 24-can multipack that satisfies
growing consumer demand for convenient large-size soft drink packaging. "The Cube" is
easier to carry than the traditional 24-pack and it fits in the refrigerator.
1994 - New advertising introducing Diet Pepsi's freshness dating initiative features Pepsi
CEO Craig Weather up explaining the relationship between freshness and superior taste to
consumers. Pepsi Foods International and Pepsi-Cola International merge, creating the
PepsiCo Foods and Beverages Company.

1995 - In a new campaign, the company declares "Nothing else is a Pepsi" and takes top
honours in the year's national advertising championship.
1996 - In February of this year, Pepsi makes history once again, by launching one of the
most ambitious entertainment sites on the World Wide Web. Pepsi World eventually surpasses
all expectations, and becomes one of the most landed, and copied, sites in this new media,
firmly establishing Pepsi's presence on the Internet.
1997 - In the early part of the year, Pepsi pushes into a new era with the unveiling of the
Next generation campaign. Next Generation is about everything that is young and fresh; a
celebration of the creative spirit. It is about the kind of attitude that challenges the norm with
new ideas, at every step of the way.
PepsiCo. announces that, effective October 6th, it will spin off its restaurant division to
form Tricon Global Restaurants, Inc. Including Pizza Hut, Taco Bell, & KFC, it will be the
largest restaurant company in the world in units and second-largest in sales.
1998 - Pepsi celebrates its 100th anniversary. PepsiCo. Chairman and CEO Roger A. Enrico
donates his salary to provide scholarships for children of PepsiCo employees. Pepsi
introduces PepsiOne - the first one calorie drink without that diet taste!
2000 - Although Pepsi is a great place to work, Steven Truitt (aka 'struitt') takes his skills and
hard work elsewhere (for more money of course!), therefore putting an end to his Pepsi page!
For more information about Pepsi, choose a search engine and search for 'Pepsi' or visit
www.pepsi.com or www.pepsico.com.
2005 - Pepsi invited to introduce new brand cola.

OUR MISSION AND VISION

At PepsiCo, we believe being a responsible corporate citizen is not only the right thing to do,
but the right thing to do for our business.

Our Mission
Our mission is to be the world's premier consumer Products Company focused on
convenient foods and beverages. We seek to produce financial rewards to investors
as we provide opportunities for growth and enrichment to our employees, our
business partners and the communities in which we operate. And in everything we
do, we strive for honesty, fairness and integrity.
Our Vision
"PepsiCo's responsibility is to continually improve all aspects of the world in which
we operate environment, social, economic creating a better tomorrow than
today."
Our 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.
Performance with Purpose
At PepsiCo, we're committed to achieving business and financial success while
leaving a positive imprint on society delivering what we call Performance with
Purpose. Our approach to superior financial performance is straightforward drive
shareholder value. By addressing social and environmental issues, we also deliver
on our purpose agenda, which consists of human, environmental, and talent
sustainability.

GUIDING PRINCIPLES

We uphold our commitment with EIGHT guiding principles.

We must always strive to:
1. PREPARATION
2. GREET THE CUSTOMER
3. STORE CHECK
4. MERCHANDISE
5. DETERMINE THE ORDER
6. PRESENTATION
7. CURBSIDE DISBEIEF
8. ADMINISTARTION

CONSUMER PERCEPTION

In general psychological terms, perception is our ability to make some kind of sense of reality
from the external sensory stimuli to which we are exposed. Several factors can influence our
perception, causing it to change in certain ways. Consumer perception applies the concept of
sensory perception to marketing and advertising. Just as sensory perception relates to how
humans perceive and process sensory stimuli through their five senses, consumer perception
pertains to how individuals form opinions about companies and the merchandise they offer
through the purchases they make. Merchants apply consumer perception theory to determine
how their customers perceive them. They also use consumer perception theory to develop
marketing and advertising strategies intended to retain current customers -- and attract new
ones.
Self Perception
Self perception theory attempts to explain how individuals develop an understanding of the
motivations behind their own behavior. Self perception by customers relates to values and
motivations that drive buying behavior which is also an important aspect of consumer
perception theory.
Price Perception
The price perception strongly influenced whether customers were satisfied with their
purchases and whether they would make future purchases. Two factors that shaped price
perception were the perceived quality of the merchandise or service in question and price
comparisons with merchants offering similar merchandise or services.
Benefit Perception
"It's good, and it's good for you." Many consumers are familiar with this phrase frequently
associated with advertising of the product. Consumers would demonstrate a trend toward
demand more specific information about the products they purchase.

PROCESS OF CONSUMER PERCEPTION

Perception establishes the meaning about a product or brand when a consumer makes
initial contact. In marketing, this is described as consumer information processing. At
this stage all of the senses are engaged in receiving brand marketing communicate
messages. In marketing literature, four distinct stages of perception occur during
consumer information processing: sensation, attention, interpretation and retention.
Sensation
Sensation describes what occurs when a person's senses are initially exposed to the external
stimulus of a product or brand marketing. The sensory receptors of a consumer are engaged
by product or brand cues through sight, sound, smell, taste and texture
Attention
In consumer information processing, attention occurs when a person lingers and gives mental
processing capacity to the external stimulus from a product or brand. Selective perception is
when a consumer pays attention to messages that are consistent with her attitudes, beliefs and
needs. When a product is inconsistent with these factors, the consumer will withdraw
attention.
Interpretation
Interpretation occurs when a person assigns a meaning to the sensory stimulus from a product
or brand marketing. A consumer scans his memory to retrieve previous experiences with the
brand or a similar brand. Store-brand marketing frequently capitalizes on the interpretation
stage when product packaging design contains logos, colors and other elements that are
similar to national brands that consumers are generally more familiar with.
Retention
The conclusion of the consumer perception process is the retention stage. This is marked by
the storage of product or brand information in short-term and long-term memory. The
marketer's goal is to provide positive stimuli in the proceeding stages that translate into
consumers storing the information about the product or brand into long-term memory.

PRODUCT PORTFOLIO

There are 8 brands of PEPSI in INDIA and they are differ in taste, flavor and also in the
colours.
(1) PEPSI- CHANGE THE GAME

Pepsi is a hundred-year-old brand loved by over 200 million people worldwide. The largest
single selling soft drink brand in India, Pepsi is ubiquitous on just about every social
occasion.

Youngistaan loves it. 200 million people worldwide love it. But what has made Pepsi
the single largest selling soft drink brand in India is actually a formula concocted a century
ago in a faraway continent.
Brand Advantage
Pepsi has become a friend to youth and youth culture. Over generations, youngsters
have grown up with Pepsi and have shared an emotional connect with it unlike with any other
cola brand. Be it parties, hangouts with friends, or just another day at home, a day is never
complete without the fizz of Pepsi!
Pepsi has always fuelled youth passions like cricket, Bollywood, music and now
football. Youth icons like MS Dhoni, Ranbir Kapoor, Didier Drogba, Virendar Sehwag,
Sachin Tendulkar, Priyanka Chopra and Deepika Padukone have endorsed Pepsi

(2) 7 UP DIL BOLE I FEEL UP

7 Up is a brand of a lemon-lime flavored non-caffeinated soft drink. The rights to the brand
are held by Dr Pepper Snapple Group in the United States, and PepsiCo (or its licensees) in
the rest of the world, including Puerto Rico, where the concentrate is manufactured at the
Pepsi facility in Cidra. The 7 Up logo includes a red spot between the '7' and 'Up'; this red
spot has been animated and used as a mascot for the brand as Cool Spot.
(3) MIRINDA- PAGALPANTI BHI JAROORI HAI
Type

Orange drink

Manufacturer

PepsiCo

Country of origin

Spain

Introduced

1990

Brand History
Mirinda is an international soft drink brand from Spain that was launched in India in 1991.
The irresistible taste of Mirinda was communicated through our 1996 Mirinda Men
campaign, the 2000 Taste Pe Atka, Mirindaaaa campaign and the Taste Aisa Chaye
Character Fisla Jaye campaign of 2003.

2012 Brand Campaign

Mirinda has always stood for great bold taste that unleashes uninhibited fun. Taking the
promise forward, Mirinda launched two new exciting flavors- Orange Mango and Orange
Masala which appeal to the Indian palette. While Orange Mango is the perfect mix of the
sweet candy taste of mango flavor and the tanginess of original Mirinda Orange; Orange
Masala tickles the taste buds with a hint of fruit masala flavor added to Mirinda Orange. The
launch was supported by a robust 360-degree campaign including outdoor, online and a
consumer engagement program to bring alive the taste experience.
(4) MOUNTAIN DEW- DARR KE AAGE JEET HAI
Brand History
The main formula of Mountain Dew was invented in Virginia. The drink was named and first
marketed in Johnson City, Tennessee and Knoxville, Tennessee in 1948.
The main formula of Mountain Dew was In India Mountain Dew set the soft drink category
ablaze in 2003 with its iconic launch campaign Cheetah Bhi Peeta Hai.
Brand Advantage
It is a soft drink that exhilarates like no other because of its active, high-energy, extreme
citrus taste. The idea of daring, challenges, a can do attitude, adventure and exhilaration are
deeply entrenched in its brand DNA. The brand has always celebrated the bold, adventurous
and rebellious spirit of youth. This is reflected in the high-adrenaline advertising of the brand
and its connection to outdoor adventure.
Did You Know?

Darr Ke Aage Jeet Hai

In 2007, the brand was re-launched with a completely new, punchier formulation.
Communication aimed at forging a strong emotional connect with the audience. Thus began
the Darr Ke Aage Jeet Hai campaign, which acknowledged that fear was a very real aspect
of the world of adventure and Mountain Dew wanted young people to believe in themselves
in their moment of fear. For beyond fear lay victory.
QUICK BRAND FACTS

Mountain Dew was invented in Virginia in 1948.

It was launched in India in 2003.

(5)
NIMBOOZ -EKDUM ASLI INDIAN

NIMBOOZ is considered to be lemony in taste and comes under the category of cloudy
lemon because of its colour, which is similar to that of clouds, it is generally preferred by
children and women.
Brand History
Nimbooz was launched in India on the 28th of February 2009. It is the latest addition to the
Pepsi beverages portfolio.

Brand Advantage
The brand delivers very strongly on certain expectations. These are:
Locally Relevant Taste:
Nimbooz is a great tasting product. It has capitalized on the existing familiarity with and
high consumption of unpackaged / home-made nimbu pani. It has remained true to its
authentic Indian Identity by using the traditional Matka (Earthen Pot) and Squeezer in the
manufacturing process.
Convenience and Great Value:
The product is available in three convenient formats, 350ml PET, 200ml RGB and
200ml Tetra at the remarkable price points of Rs15, Rs 10 and Rs 10 respectively.
Accessibility
Nimbooz is Indias first nationally available packaged Nimbu Pani.
Hygienic
It is just like home-made nimbu pani. You can enjoy its natural and delicious lemony
refreshment anywhere you go.
QUICK BRAND FACTS

Indias first nationally available packaged Nimbu Pani.

It was launched in India in 200

(6) SLICE- Pure Mango Pleasure

SLICE is a mango
based
drink

(MBD) no
gas only based on
juice.it is a nonaerated soft
drink. It is preferred mostl children and women.
Brand History
Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to
become a leading player in the category.

In 2008, Slice was re-launched with a 'winning' product formulation which made the
consumers fall in love with its taste. With refreshed pack graphics and clutter breaking
advertising, Slice has driven strong appeal within the category.
Brand Advantage of slice
With the launch of Aamsutra campaign in 2008 along with a winning taste & most
appealing pack graphics, Slice created disruptive excitement in the category and celebrated
mango indulgence like no other.
While other players have portrayed mango as a simple and innocent fruit, Slice celebrates the
indulgence and sensuality of consuming a Mango. The creative idea Aamsutra
communicates the art of experiencing pure mango pleasure through the taste of Slice.
As a first ever by any brand in the Juice and Juice Drinks Category, Bollywoods reining
Diva, Katrina Kaif was signed on as the Brand Ambassador on Slice.
QUICK BRAND FACTS

Slice launched in India in 1993

Slice Mangola introduced in 1994

(7) AQUAFINA

Brand History
Aquafina was first launched in the US in 1994. With its unique purification system and great
taste, Aquafina soon became the bestselling brand in the country.
In India, Aquafinas journey began with its launch in Bombay in 1999 and it was rolled out
nationally by 2000. On the strength of its brand appeal and distribution, Aquafina has become
one of Indias leading brands of bottled water in a relatively short span of time.

Brand Advantage
Aquafina goes through a five step state-of-the-art purification process to give consumers pure
water and perfect taste.
Aquafina has been built through refreshing and sharp advertising. The What a Body
campaign has helped the brand to drive premium, modern and youthful imagery in an
otherwise undifferentiated category.
Bottled across India in 19 plants, Aquafina is available across more than half a million
outlets. Catering to diverse consumer needs and occasions, it is available in various pack
sizes like 300ml, 500ml, 1 ltr. and 2 ltr. bottles and in bulk water jars of 25 ltrs.
(8) LEHAR SODA

This is a soda
and used by

drink. it has no color and no flavor. It is generally used with alcohol

adults.

CONSUMER CHOICE AT A GLANCE

Pepsi

Mainly preferred by youngster & kids

Mirinda

Common Drink.

Slice

Basically preferred by Ladies & kids.

7up

Youngester

Mountain dew

Youngester

Tropicana

Basically preferred by Ladies & kids.

Leher Soda

Mostly those who consume liquor.

Aquafina

Mostly preferred by traveller

BRAND AMBASSADOR OF PEPSICO

BRAND AMABASSADOR OF PEPSI
Priyanka Chopra

BRAND AMBASSADOR OF SLICE

Katarina Kaif

BRAND AMBASSADOR OF MIRINDA

Asin
BRAND AMBASSADOR OF
MOUNTAIN DEW

Hritik Roshan

BRAND AMBASSADOR OF 7UP

Sarman Joshi

PRODUCTS OF PEPSI

BRAND

Name

Flavors

PEPSI

MIRINDA

7UP

SLICE

Orange
Lemon

SKU

Volume

Glass
Glass
Pet
Pet
Pet
Can
Can

200 ml
300 ml
600 ml
1.5 l
2.0 l
250 ml
330 ml

Glass
Glass
Pet
Pet
Pet
Can

200 ml
300 ml
600 ml
1.5 l
2.0 l
330 ml

Glass
Glass
Pet
Pet
Pet
Can
Can

200 ml
300 ml
600 ml
1.5 l
2.0 l
250 ml
330 ml

Tetra
Pack
Glass
Glass
Pet
Pet

200 ml
200 ml
250 ml
500 ml
1.20 l

MOUNTAN
DEW

Glass
Glass
Pet
Pet
Can

200 ml
300 ml
600 ml
2.0 l
350 ml

ABOUT SMV BEVERAGES PVT. LTD.

SMV Beverages pvt.ltd. is a well known manufacturing organization in the state
of Odisha for manufacturing and sales of the soft drinks Pepsi brand product,
since last 30 years. This unit was incorporated itself as a manufacturing unit in the year 1968
and started its production in 1969.
It is only bottling unit of Pepsi brand of products. In the state of Orissa Pepsi is brought to
you by the renowned SMV Beverage Pvt Ltd. Jagatpur (Cuttack) best professionally
managed company promoted by the Jaipuria group. The promoters vast experience for last
35 years in manufacturing national and renowned brands such as Pepsi, 7up, slice, mirinda,
mountain dew, etc, has helped deliver to the customers consistent quality comparable to the
best of international standards.
Todays fast paced life style and ever changing drinks style demands superior quality, ready
to use (added flavor ) in convenient packaging. The Pepsi drinks meet those demands
effectively.Pepsi is an ideal choice for both the classes as well as the masses for individual
consuming low qualities as well as high establishment. The seemingly vast gap in catering to
a vast and varied consumer base has been bridged by introducing contain no fruit in a
hygienic convenient bottle packages.
The company firmly believes in modernization and up gradation of facilities in order to offer
its customers the very best. A close or newer and better food technologies emerging in the
world and the company is known to immediately implement the latest breakthrough at its
modern hi-tech plant.
The significance of the five ps, the product, packaging, pricing, place and promotions has
been used to fine turn the strategies. The core management team controls the entire network
on all India bases and finally monitors the movement of the product in the market place. The
daily feedback allows for prompt and swift corrective action to tackle problems, strengthen
the brand and achieve rapid growth for all those who associates with its publicity and
advertising strategies have been designed to be in tandem with the market needs, and this is
expected to further boost the sales as well as create a brand name to reckon with.
SALIENT FEATURE

OF THE COMPANY

1.
2.
3.
4.
5.
6.
7.
8.

Date of incorporation
Commencement of production
Registered office
Production capacity
Go down stock capacity
Total land area
Built up area
Market covered

: - 12.05.1967
: - 16.07.1968
: - Jagatpur, Bhubaneswar- 754021
: - 40lakhs carats per annum.
: - 1,50,000 carats
: - 7.6 acres
: - 2.5 acres
: - Odisha

SALES AND MARKETING HIERARCHY OF PEPSICO INDIA

CEO

HOS

TDM

HOS

MD
M

ADC

BDC

CE

ME

SALES
PERSON

MARKETING
ASSISTANT

CEO Chief Executive Officer

In charge of specific zones (e.g. north, south, east, west) and report to the corporate office.
HOS Head Of Sales
He is the In-charge of day to day operations and supervision of all the functions within the
organizations including operations, logistics, sales and distribution, marketing. The Unit
Manager reports to the CEO.
TDM - Territory Development Manager
TDM is the in charge of the sales and distribution network of a particular territory within a
zone. Responsible for the daily, monthly and annual sales within the territory decides the
daily schemes for products and incentives for salespersons. He is also responsible for cost
effectiveness, profit generation and profit maximization within the territory.
MDM - Marketing Development Manager
MDM is responsible for all the marketing activities and their effectiveness within a territory.
Decides the format and time frame of the marketing and promotional activities and the
incentives given to the retailers.
ADC - Area Development Coordinator
Reports to the TDM, and is in charge of a C & F center and the distributor point in the area.
He is directly responsible for any issues in the area and is supposed to ensure the smooth
functioning of the entire sales and distribution network in the area. ADC is responsible for
timely disposal of any issue faced by the retailers. He decides and approves the boards,
displays and hoardings in the area.
BDC - Business Development Coordinator
Reports to MDM, and is in charge of carrying out all the marketing activities in the area. He
is responsible for the execution and success of marketing and promotional activities.
Coordinates with the outside agencies for displays, boards, checks conducted in the market.
He is also responsible to keep a check on the expenditure of the marketing activities in the
market.
CE - Customer Executive
Reports to the ADC and is in charge of the salespersons. He is required to visit the market

and accompany every salesperson as frequently as possible. He is the first person to get
information about the market / area and is the first contact if the salespersons or retailers face
issue. He is responsible for assigning and achieving daily sales target given to the
salespersons.
ME - Marketing Executive
Reports to the MDC and is responsible for the daily functioning of the marketing activities in
the including awareness of promotions in the market and the response in the market.
Salesperson
They are the most important asset for the company as they are the ones who sell the products,
are responsible for acquiring new customers, and retain the old ones. Their work also
includes
informing the retailers about the promotions and any new scheme launched. They are also
required to push for the sale of any new product launched in the market and make sure that
the
retailers are following the company guidelines regarding the launch and the maintenance of
V.C. coolers. They report to the CE.
Marketing Assistant
Reports to the ME and is responsible for the distribution and usage of the displays and boards
in the area. Also has to check whether retailers are following the guidelines of the company
regarding promotional displays, other displays and displays in the V.C coolers.
They report to the ME. 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.
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.

DEPARTMENT OF SMV BEVERAGE PVT LTD

The bottling plant of Jagatpur, Bhubaneswar is a franchisee operated bottling
operation plant and is owned by Jaipuria group. Previously the Goenka owned it, but it was
brought over by the Jaipuria and many infrastructures have been added since, not to mention
the state of art plants with major automation.
SMV Beverages Pvt. Ltd. do the bottling and the marketing division is SMV Beverages Pvt.
Ltd. at the top of the organization hierarchy is Mr. Anil Goel (CEO), between known as BUM
and business unit manager in the state.
BASIC FOUR DEPATMENTS ARE: 1.
2.
3.
4.

FINANCE
TECHNICAL
HUMAN RESOURCES
MARKETING & SALES

Mr. SANJAY KUMAR GUPTA is the head of the sales with 20 year of experience backing
him up. Under him the other supporting bodies are
1.
2.
3.
4.

Head of Sales (HOS)

Territory development manager(TDM)
Account development co-ordinates(ADC)
Customer executives.(CE)

PROCESS OF MANUFACTURING

The process of manufacturing of aerated water (soft drinks) and fruits juice under pepsi brand
is divided into mainly five parts such as:
1.
2.
3.
4.
5.
6.

Water treatment
Syrup marketing
Bottle washing
Filling
Crowning and coding
Testing of the product

MARKETING SYSTEM
1. PRODUCT: Pepsi carbonated water, sugar and added flavor package drinking water.
Introduction of natural color drink is on the cards.
2. POSITIONING: Besides retailing, the company focuses on institutional sales, special events to make
the product available for additional mileage.
3. PRICE: The company maintains a steady price due to tight competition. It encourages more
retail margin as compared to the competitors. However company does not believe in
compromising the quality of the product.
4. PROMOTION: Schemes and incentives are also given keep the eye on the competitive activity from
time to time. Company has also introduced a consumer awareness scheme to create
better brand awareness of the product.
5. PUBLICITY: A company as promotional measure for value sale gives publicity. Adequate point of
purchase materials, adequate display and participation in important local festivals are
also part of the promotional measures of the company.

6. PROPAGANDA: Information, ideas, or rumors designed to influence the way you think and act;
propaganda may "stretch the truth" or it may not tell you the whole truth

A way of manipulating people using images and words to achieve a desired affect or
outcome. The deliberate spreading of such information, rumors, etc.
Here Pepsi adapts this strategy of advertising by the help of the stars like cricket
players, television rock stars like Deepika padhukon, Asin, Dhoni etc.
7. ADVERTISING: Advertising is any paid form of non-personal presentation & promotion of ideas,
goods, or services by an identified sponsor.
Advertising plays a significant role in awareness creation & attitude formation.
The company provides glow sign boards, fridge cover, night covers, hoardings etc. for
its better advertising.
8. DISTRIBUTION CHANNEL: Distributors are appointed all over Orissa for marketing the product. Customer
executives are appointed by the company to support them in increasing the sale
volume.
9. MARKETING STRATEGY: Besides stamping the urban market, the company focuses on penetration in the
periphery rural areas.
Operation in India:- Bottling
Initially the focus of the Company remains on reaching all the markets and then the Company
shifts its focus on increasing the frequency of sales in the respective markets so that the sales
and profitability of the Company can be increased. Company (PepsiCo):PepsiCo India
provides the salt to all the bottling plants in the Country that carry out the bottling operations.

PRICING LIST
Out let Rate

C. Rate

Pack Size

Pcs

Rate

Per Pec Rate

Rate

Per Pec Rate

300ML

24

214

240

12

600ML

24

454

19

480

30

2000ML

459

51

495

72

250ML

24

214

240

10

500ML

24

498

21

552

23

1200ML

12

532

44

576

48

200ML Slice

30

285

10

360

12

My Can

24

330

14

360

15

Pepsi D

24

564

23.50

600

25

FOCUS ON MARKETING STRATEGIES OF PEPSICO

The marketing strategy used by pepsi involves the following:-

1.
2.
3.
4.
5.
6.
7.
8.
9.

Focus on availability of product in market.

Focus on availability of product in outlet.
Pepsi products visible to customer.
Regular market vigilance by market developer.
Distribution in according to locality.
Focus on monopoly outlets.
Aggressive outlets.
Target core brands.
Satisfy market priorities.
Focus on availability of product in market
Pepsi works on DIKHEGA TO BIKEGA philosophy. This is the main formula for
marketing strategy to each company. So availability of product in market is clear. For
this reason, the market developer daily comes to the market to check the product
availability.
Focus on availability of product in outlet
There is a difference between availability of product in market as well as in outlet. So
pepsi wants its product to be available in each outlet in the market.
Pepsi products visible to customer
The aim of pepsi is that its product should visible to the customers so it provides
visicoolers at reasonable price to the outlets. Availability of visicooler ensures that
more products are visible to the customer.
Regular market vigilance by market developer
To know the position of pepsi products in the market, Pepsi appoints some executives
those go to the market and check availability of products, and take care of the assets,
check visicooler, talk to the outlet owners about any problem and take feedback about
the product.
Distribution in according to locality
Pepsi distributes its product according to locality. Say for example it distributes more
RFB in area where there are more bars and restaurants.
Focus on monopoly outlets
Outlets which sales only products are known as MONOPOLY outlet. These monopoly
outlets give more sales to the company. So company gives extra schemes, discount
gifts to those outlets.

SCHEME IN PEPSI SOFT DRINKS

REFILLING SCHEME for the retailer purchase of 1 case of RGB (Returnable Glass
Bottle) two or three bottle free.
SCRATCH CARD:- For the retailer winning prize by scratching lucky coupon.
UTC: (UNDER THE CROWN) for both the retailer as well the customer will get the
amount coded under the crown.

QPS: (quantity per sale) this scheme is only for retailer to motivate for high selling
volume. In this scheme they will get free bottles according to the cases of PET, RGB,
CAN and AQUAFINA.
KEY ACCOUNT: In this scheme the company ties up with mail, restaurant, big
retailer shop and hotel on the basis of annual sales volume. The company may tie up
to Rs. 10 or 25 per case selling.
CARD ACCOUNT: - Under the scheme the company ties up with beetle shop, small
shopkeeper, retail outlet at Rs. 3 or 5 per case selling.
DISPLAY SCHEME: -Under this scheme company give gift to the retailer who
displays the pepsi products in the visit very well.
Chalo bazaar day:
Focus month objective (FMO): If there is any brand which was not sell properly in
previous
month then it should be the next month target to increasing sell of that
product

PACKAGING
PepsiCo is an industry leader in packaging helping to promote and implement standards for
sustainable packaging.

We distribute our products in a variety of packages, each carefully designed to deliver

convenience and appeal to our consumers while protecting the integrity of our products. Our
team of engineers and packaging suppliers are dedicated to finding preferable designs, and
are working continuously towards improving our packaging performance while reducing our
packaging footprint.
We are committed to bringing our environmental responsibilities to all areas of our business.
We are continuously improving our environmental programs and exploring solutions to
environmental challenges through socially responsible, scientifically based and economically
sound methods. We pass this commitment along to our suppliers and our consumers in an
effort to do our part.
Our goals are to design and develop packaging systems that are environmentally responsible
throughout their entire life cycle, inspire consumers who want to live more environmentally
sustainable lives by promoting recycling, and partner with leading organizations to promote
sustainable packaging and recycling practices.
Through ongoing engagement with our packaging suppliers, we are working towards a
position where all of our operations use the most environmentally suitable packaging
available in their country of operation.

SWOT ANALYSIS
SWOT analysis is a simple framework for generating strategic alternatives from a
situation analysis. It is applicable to either corporate level or the business unit level and
frequently appears in marketing plan. SWOT stands for strength, weakness, opportunity
& threat analysis.
STRENGTH:

Brand image of the company.

Strong brand equity.
Catching the pulse of the consumer, offering good taste and better quality.
Heavy investment in advertisement and brand promotion, product design and
human resources.
Market share of the company.
Focus on innovative products.
Co-operative staffs of the company.
Operational capacity of the company.
Variety of scheme provided by the company for the retailers.
WEAKNESS:

PepsiCo production is really expensive because of the need to constantly develop

new products to meet the changing customer demands.
High demand and low supply in season time.
Low market share in peak season.
Poor feedback from retailers.
OPPORTUNITY:

Company can attract retailers by giving more schemes to the retailers.

Opening in market for less costly products.
Compete in more than one industry.
Retailer will get maximum profit margin.
Profit margin is good by adapting update and aggressive marketing strategy.
Company can break the mix monopoly outlets.
The worlds demand is experiencing a growth with the sport drinks, bottled water,
and energy drinks.
THREATS:

Competitors may come with new strategy.

Fierce competition from coco cola, which owns the largest piece of the market
share.

External problem may affect company image.

Customers are getting more conscious and concerned about their eating habits and
general health.
Breaking of Pepsi monopoly counters by giving gifts.
Market demand is very seasonal.

PEPSI V/S COKE

The Coca-Cola Company has historically been considered PepsiCos primary competitor in
the beverage market, and in December 2005, PepsiCo surpassed The Coca-Cola Company in
market value for the first time in 112 years since both companies began to compete. In 2009,
the Coca-Cola Company held a higher market share in carbonated soft drink sales within the
U.S. In the same year, PepsiCo maintained a higher share of the U.S. refreshment beverage
market, however, reflecting the differences in product lines between the two companies. As a
result of mergers, acquisitions and partnerships pursued by PepsiCo in the 1990s and 2000s
its business has shifted to include a broader product base, including foods, snacks and
beverages. The majority of PepsiCo's revenues no longer come from the production and sale
of carbonated soft drinks. Beverages accounted for less than 50 percent of its total revenue in
2009. In the same year, slightly more than 60 percent of PepsiCo's beverage sales came from
its primary non-carbonated brands, namely Gatorade and Tropicana. PepsiCo's Frito-Lay and
Quaker Oats brands hold a significant share of the U.S. snack food market, accounting for
approximately 39 percent of U.S. snack food sales in 2009. One of PepsiCo's primary
competitors in the snack food market overall is Kraft Foods, which in the same year held 11
percent of the U.S. snack market share.

SLOGANS OF PEPSI

LOGOS

CHAPTER 3

RESEARCH METHODOLOGY

LIVE PROJECT IN BHUBANESWAR MARKET

During my 60 days of project, I worked in Bhubaneswar market under SMV BEVERAGE
PVT. LTD. with the following team members.
1. Sanjay Kumar Gupta (Head of sales)
2. Priyaranjan Nayak (T.D.M)

3. Bijay Kumar Dash (A.D.C)

4. Kumar Puspaj (B.D.C)
WORKING PRINCIPLE: From the first day of my project I went to Pepsi Depo in Bhubaneswer market on 05/05/14
with salesman & PSR, they gives us a practical view, How to communicate/interact with the
retailers, How to collect the in-depth data from the retailers and they give various short forms
to write-down quickly of the data supplied by the retailers. They give me a root chat in which
130 counters are there for survey.
On beginning of my project I touches the following areas;Unit 8, Delta Square, Sirpur, Ganganagar, chandrasekharpur (Traditional Marketing).Reliance
Supermarket , Reliance Fresh, Pal Heights, Big Bazaar, Monginis, Paris Bakery (Modern
Trade).
In this way I covered the total of 100 outlets of my root and put them in the EDSR form and
give it to ADC & HOS sir.
Then we travels with the company auto for increasing of sales and order booking of each
counter in every root. In this process I personally help the salesman a lot in making up &
down of the crates and arranging them visi cooler in a sequence. I asked the retailers lot of
questions such as:- which brand demands more, how much they keep in stock, about the
service, visi status, any problems that have been faced by the retailers by keeping the Pepsi
product and at the same time I pushed a lot to the retailers to purchase every varieties of Pepsi
not only the Pepsi monopoly counters but also the mix monopoly outlets.
After that I went to the market with the company auto for breaking the coke monopoly
counters by providing much more schemes than that of the coke company, and in this I got a
little bit of success. After 15 days of order booking and breaking the counters I collect the
crowns & yesterday sales form the mix monopoly counters for determining the market share
of both Pepsi and coca-cola.
After that I went to market with my own prepared questionnaire and consumer feedback form
from various retailers & consumer and can able to know about background of the company
and what changes they want for implementing so that the sales volume wills increases.
I tried my best to implement those strategies and providing regular schemes to them as
quickly as possible after its dispatch from the company.

RESEARCH METHODOLOGY
Marketing research is the backbone of marketing. The main objective of my study was to get
information from the dealer regarding the sales of the CSD and non CSD products of Pepsi,
and to look at the other feasible channel for the sales of those products
.
Meaning of Research
Research in common parlance refers to a search of knowledge. One can also define research
as a scientific research for pertinent knowledge or information on a specific topic. This is a

systematic and objective identification, collection of data, analysis, dissemination and use of
information for the purpose of assisting management in decision making related
identification and solution of problem in the market
Universe of study

: Bhubaneswar

Sample size

: -100

Methods of study
I have divided my all study into three phases which are
1. Route visit
2. Outlet survey
3. Product survey
I have selected 100 outlet of simple and make comparative study between Pepsi and Coca
Cola. There are several method for data collection, I have adopted one of them i.e. Sample
Size. Through questionnaire I have collected data for study. I have collect the data from retail
outlet and take personal interview to distributor.
Non probability methods- Direct observation method, direct interview method, telephonic
interview, questionnaire method and distributor or store audit method and crown count
method etc.
Methods of data collection that I adopted
1. Primary data collection method.
2. Secondary data collection method.

Primary data collection method

In this method of data collection I got directly interacted with the retailers and the customers
asking for their needs and demands for the PepsiCo products and what are their view
regarding to the company, products, services etc.
I had also collected data through the telephonic conversation with the retailers and the
customers in this method.

I also collected data by the company EDSR form and with my own prepared questionnaire
which is much more helpful to me in collecting the accurate amount that the retailers carry in
their outlets. For the questionnaire look the appendix supplied at the end pages of the report.
Another primary method of data collection that I used is from the distributers and from the
store house.
Secondary method of data collection
Secondary data were collected from the company web site i.e. www.pepsico.com,
www.google.com, www.pepsiworld.com, www.pepsiindia.com, from the company
magazines, from news paper like times of India, Indian express, Dharitri, Sambad, Samaya
etc. and from our HOS and TDM sir.
Method of data analysis
Different types of data analysis techniques are used in the research are.
(a) Tabular analysis
(b) Graphical analysis
(c) Percentage analysis etc.
RESEARCH PLAN: To find out the stock of the different flavor I divided Bhubaneswar city in to some
geographical areas and each part I visit 5 times to find out a particular sale of carats, pets,
tetras and cans etc.
RESEARCH INSTRUMENTATION: Here the common research instrument is the EDSR form (every dealer survey report),
OBGTM form (order booking go to market), questionnaire and the consumer feedback form.
Through these instruments the primary data is being collected from different retailers and the
consumers, with booking the order supplied by the retailers for future.

CONTACT METHODS: At first I directly met the customers and introduced myself as a MBA student and then
collected the data required for my project work such as name of the outlet, address, type of
shop, working hours, monopoly counter of Pepsi or coca-cola or mix monopoly, problems
and demands of each counter and at last how much quantity of each brand dose they keep in
their visi and stock.

RESPONDENTS: - Mostly these following are the respondents of my questionnaire

General stores, beetle shops, hotels, restaurants, east food centre, mobile shop, net
caf, juice centre, ice cream parlor, ladies corner, grocery shop, omfed parlors, cake
centre, medicine stores and many others.

CHAPTER 4

DATA ANALYSIS AND INTERPRETATION

FROM THE CUSTOMERS OF PEPSI

1. WHICH DRINK DO YOU PREFER?
PRODUCTS
Tea
Coffee
Cold drinks
Juice
Liker
Total

%OF RESPODENT
32.18
18.39
40.22
4.59
4.59
100

Tea
Coffee
Cold drinks
Juice
Liker

INTERPRETATION
From the above graph it can be concluded that the responsiveness of the preference of the
product is good towards cold drinks and least were poor and fair.

2. If cold drinks then which company product you like most?

COMPANY
PEPSI
COCO COLA
PARLEAGRO
OTHERS

PERCENTAGE
36.78
44.82
11.49
6.89

PEPSI
COCO COLA
PARLEAGRO
OTHERS

From the above graph it can be concluded that the responsiveness of the preference
company is high towards coco cola and good towards pepsi and fair towards others drinks.

3. What kind of outlets has been used by you?

Particulars

No of

Percentag

Grocery
Convenience
outlet
Eatery

Responden
t

20
45

20%
45%

35

35%

Grocery
Convenience outlet
Eatery

INTERPRETATION: From the above table it can be observed that 45% are
convenience outlet, 35% are Eatery and 20% are Grocery.
It shows that the Convenience outlets are large in number and also the sale of soft
drinks is more in the convenience outlet than the other outlets.

4. What is the proportion of different companies soft drinks are available to

you?
Particulars

No of
Respondent

Percentage

PepsiCo

30

30%

Mix
(PepsiCo &
Coca Cola)

70

70%

30%
PepsiCo
70%

Mix

INTERPRETATION: From the above table it can be observed that 70% of outlets
have both coca cola and PepsiCo products while only 30% of them have only
PepsiCo products. It shows that the mix outlets are more than the PepsiCo exclusive.

5. What is the product availability percentage of pepsi in outlets

BRAND
PEPSI
COCA
COLA

NO
OF
OUTLET
PERCENTAGE
40
40
60

60

PEPSI
COCA-COLA

INTEPRETATION
The coco-cola is holding comparatively higher share in the market compared to Pepsi. Pepsi
is having is 40% and coca-cola is having 60% of market share.

6. CONSUMPTION OF PEPSI BRAND

PEPSI
M.DEW
MIRINDA
SLICE
7UP
AQUAFI
NA

15%
25%
7%
17%
25%
11%

CONSUMPTION OF PEPSI BRAND

PEPSI
M.DEW
MIRINDA
SLICE
7UP
AQUAFINA

INTERPRETATION
From the above Information this figure shows the customer satisfaction over 100
percents in Bhubaneswar.
7. SUPPLY OF PARTICULAR PRODUCTS AS PER THE REQUIREMENTS OF
RETAILERS.
COMPANY NAME
PEPSI
COCA-COLA
OTHER

% OF SUPPLY
40%
56%
4%

Sales
PEPSI
COCA-COLA
OTHERS

INTERPRATION:
In the above diagram Cola Cola is acquire 60% and 35% of Pepsi and remains are others
company. Coca cola is highly capturing the market share.

8. SALES EFFECTING MEDIA

MEDIA
TELEVISION
MAGZINES/NEWSPA
PERS
DISPLY BOARDS
WALL PAINTINGS
OTHER

REPONDENTS
60
10
20
8
2

MEDIA
TELEVISION
MAGZINES/NEWSPAPERS
DISPLAY BOARDS
WALL PAINTINGS
OTHER

INTEPRETATION:
A number of retailers agreed that television is an effective tool for advertising of products
followed by display boards and wall paintings etc as is depicted by above graph.

9. TYPES OF SCHEMES LIKED BY RETAILER

TYPES OF SCHEMES
FREE
BOTTLE
SCHEME
LUCKY DRAWS
DISCOUNT ON PRICE
OTHERS

NO OF OUTLETS
30
20
35
15

TYPE OF SCHEME
FREE BOTTLE SCHEMES
LUCKY DRAWS
DISCOUNT ON PRICE
OTHERS

INTERPRETATION
The above graph clearly shows that most of the retailer want discount on price on buying of
different flavor of Pepsi products during the period of survey by the company. So that more
retailers will get attracted by the schemes and buy more products and will automatic increase.
10. Is Schemes given by company are satisfactory?
Particular
s
Yes

No of
Respondent
80

Percentage

No

20

20%

80%

Response of Retailer
20%

Yes
No
80%

INTERPRETATION:
From the above table it can be observed that 90% of the retailers are satisfied with
the calls by a company during scheme timings and 10% are not satisfied with the
calls.
It shows that the company timely informing about the schemes to the retailers.

1. How much of the business you do, from Pepsi?

With the help of this question I tried to find out that how much a businessman do a business
from the product of Pepsi, and I found that convenience shops (i.e. general stores, betel shop,
stationary shop etc.) are having a great role in sale of Pepsi, in these shops, about 60%
of business comes from the sale of soft drink. This percentage of contribution
or business of each dealer depends upon the type of shop and the location of shop.
As we have talked, that in this survey we are having mainly three types of shops i.e.
convenience, grocery and eatery. In these categories, a convenience shops are having a
very high percentages of business which they do from Pepsi, there is very minimal
effect of location on these types of shops. Likewise an eatery shops are having a second
position in this question and they do about 25% of business but their business is effected
from the location and similar in the grocery shops, having a least business i.e. 15%
and
also
affected
from
location.
2. Which is your favorite product?
Through this question I tried to ask about the sale of an individual product of
Pepsi and Coca-Cola. The figure that I found is as:- among of all product 7UP is favorite.
among of a l l t h e d e a l e r s w i t h 1 5 % o f p r e f e r e n c e , S l i c e h a v i n g t h e
p e r c e n t a g e s o f p r e f e r e n c e i s 1 2 % , Mountain Dew and Sprite are having the
percentage of preference are 11% these two product is followed by the another
product. After that Mirinda and Fanta are having the preference of the
Consumers respectively 10% and 9%. Thumps up and Maaza are having
t h e p e r c e n t a g e o f preference are respectively 8% and 7% and Pepsi and Limca
both having 6% preference and at the end point Coca Cola having 5% of consumer
preference.

3. How satisfied are you with the SCHEMES of PEPSI?

This is another question which tell us about the opinion of the dealers for Schemes, which
is provided by the company to push the product and generate the sale of product in the
market. So after analyzing this question I found that 62% of dealers are very satisfied with
the schemes,27% are quite satisfied, 6% dealers are neither satisfied nor dissatisfied, 5% of
dealers are quite dissatisfied and I glad to find out that there is no one dealer which is fully or
very dissatisfied with the schemes facility of Pepsi.

CHAPTER 5
FINDINGS and SUGGESTIONS

FINDINGS

There are 40 % people prefers cold drinks and 44% peoples prefer coco cola.

Out of 100 outlets Pepsi is having 25 outlets and there are 48 outlets who are selling
both Pepsi and coca-cola.

It has been found that there is low demand of Pepsi product as compared to coca-cola.

The demand of Mountain Dew and Slice, 7up is more than supply in the market and
the supply of all flavors is a major issue in the market.

The sale of Thumbs up is more than the Pepsi due to its strong taste which is liked by
the consumers.

All retailer are not benefited by the schemes, because we give scheme on a higher
purchase, small retailers are not getting the schemes.

Consumers are expecting some scheme and more retailers wants price discount
scheme.

Pepsi doesnt facilitate credit facility for the retailers but whereas retailers has to give
on credit basis.

In case of new customer the retailer can try to convince him or her to take other
product.

Coca-Cola is providing more promotional efforts than Pepsi that satisfies the retailers.

There is a gap between the retailers and the company.

Distributers are not satisfied with the services like margins, product availability, and
credit facility.

Retailers are not happy with the MDC (Marketing Development Coordinator) of
PepsiCo. Retailers are saying that what they promise, do not fulfill that.

Marinating good relationship with the retailers as well distributors is very important
for having a strong distribution channel.

Visicooler have an important role in enhancing the distribution channel and policy.

Time concern is very important in good distribution channel, it means providing

product at retailers door within a time.

Company should provide better facility of logistics because without logistics any
company cannot maintain good distribution status.

SUGGESTION

Create awareness: The company has to take care of awareness creation about
the products among customer.
The company has to identify the potential customer.
Production promotion strategy should be improved.
Company should consider the present competition and should act according to
the customer needs.
The way to adopt new strategies to attract customers.
The way to convince customer.
The company must identify its new opportunities.
The company must try to also identify its threats towards other soft drinks.
Quality of PET bottle should be improved so that most problems can be
minimized.
Soft drinks is still considered a treat virtually a luxury, so it possible company
should cut down its price especially of cans.
Supply of posters, glow-sign boards, tin boards, banners and pack sheets etc
should be made at regular interval.
Wall painting should be made regularly in the area, as it is advertisement.
Proper attention should be given to the retailers problem so that they take
interest to increase the sale.
Proper advertisement should make at railway station, bus stand, posh area,
major market and economies place etc.

CONCLUSION
As we know that SMV Beverages Pvt. Ltd. is very big organization and market leader in soft
drinks. It has maximum market share in 7up and Mountain dew, which are its main/core
products, but it has certain limitations. With the help of research, company can find out its
weak points in marketing and in sales and promotional activities and can increase its market
share through rectify mistakes. People have believed in PEPSIS products and they will
accept its products also if effective actions were taken.
The survey resulted into following conclusions:
PEPSI must come up with new promotional actives such that people become aware about
Pepsi products.
Quality is the dominating aspect which influences consumer to purchase Pepsi
products, but prompt availability of other brands and aggressive promotional activities
by others influences the consumer towards them and also leads to increase sales.
IN comparison to the Pepsi products, the other players such as Coca Cola, Parle agro
etc. provide a better promotion and give competition to the hilt.
People are mostly satisfied with the overall quality of Pepsi, but for existence in the
local market SMV BEVWRAGES Pvt. Ltd. must use aggressive selling techniques.

CHAPTER 6
QUESTIONNAIRES

QUESTIONNAIRES
Dear Sir,
On the behalf of PepsiCo Ltd. Please help me in doing my project by taking a couple of
minutes to tell me about the service that you have received so far. This will be used only for
academic purpose only.
(A) Name of the outlets: ...............................................................................
(B) Address: .................................................................................................
................................................................................................................
(C) Name of the retailer: ..............................................................................
(D) Type of retail shop: (E) (C) (G) (B)
(E) Contact Number:________________________________

Which drink do you prefer?

o
o
o
o
o

Tea
Coffee
Cold drinks
Juice
Liker

If cold drinks then which company product you like most?

o Pepsi
o Coco cola
o Parle agro
o Others(please write)

What kind of outlets has been used by you

o Grocery
o Convenient
o Eatery

what is the proportion of different companies soft drinks are available to you

o Pepsico
o Mix(pepsi and coco cola)

What is the products availability percentage of pepsi in outlets

o Pepsi
o Coco cola

CONSUMPTION OF PEPSI
o Pepsi
o Mountain dew
o Mirinda
o Slice
o 7up

SUPPLY OF PARTICULAR PRODUCTS AS PER THE REQUIREMENTS

OF RETAILERS.
o
o
o

Which brand is preferred by the customer?

o
o
o
o
o
o
o
o

Pepsi
Coco cola
Others

Product No. of consumer %

Aquafina
Slice
Mountain dew
Mirinda lemon
Mirinda orange
Pepsi
7 up
Sales affecting media
o Television
o Magazine
o Display board
o Wall paintings
o Others
Types of scheme liked by retailer
o Free bottle scheme
o Lucky draws
o Discount on price

o others

Is Schemes given by company are satisfactory

o Yes
o No

CHAPTER 7

BIBLIOGRAPHY

BIBLIOGRAPHY

WEBSITE ADDRESS:
www.pepsiworld .com.
www.pepsico.com
www.pepsiindia.com
www.pepsilogo.com
Books Refer:
PHILIPS KOTLER: Principal of marketing
C.R.KOTHARI : Research methodology
S.P.KASANDA : Research methodology
V.S.RAMASWAMY: Marketing management