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 A RESEARCH PROJECT
A RESEARCH PROJECT REPORT ON
REPORT ON
BRAND POSITIONING OF PEPSI CO. IN
BHUBANESWAR
SUBMITTED BY
SUBRAT KUMAR BEHERA
REG. NO: - 08/OR/KBS/PGDM/FT/023
(2008-2010)

Under The Guidance Of

Mr. ANUJA ROY (MARKETING)

KOUSTUV BUSINESS SCHOOL, BHUBANESWAR

SUBMITED TO
TRIPTY DRINKS PRIVATE LIMITED.
Jagatpur, Cuttack.

DECLARATION

I, SUBRAT KUMAR BEHERA hereby declare that the project report written and submitted to KOUSTUV BUSINESS

SCHOOL, BHUBANESWAR by me is my own and its equal copy has not been reproduced to any other

institution/university or published anywhere else. I understand that such reproducing is liable for punishment

in any way the university deem fit.

Place: BHUBANESWAR
SUBRAT KUMAR
BEHERA
Date:-

ACKNOWLEDGEMENT
I would like to express my sincere gratitude to the following people without whose help, support and

encouragement; the successful completion of project would not have been possible. I want to thank Mr. Anuja

Roy my faculty guide, for helping me and clarifying my doubts as and when they arose.

I am highly indebted to all the Dealers and Consumers who were a part of my survey, helped in my

endeavor and spurred me to achieve something worthwhile and enduring. The success of this project is because

of the cooperation of all. I take no credit for this achievement but take the responsibility of any mistakes and

inaccuracies. I thank GOD, for being so kind to me and blessing me with you all.
Subrat Kumar Behera
(PGDM 2008-2010)
KOUSTUV BUSINESS SCHOOL
(BHUBANESWAR)

TABLE OF CONTENTS
CHAPTER –I
•
Preface
•
Key area
•
Executive summary
•
Significance and need of the Study
•
Objective
•
Methodology
CHAPTER--II
•
Industry profile
•
Pepsico in India subcontinent
•
Product profile
CHAPTER—III
•
Market activity
•
Distribution Channel
•
Data interpretation
CHAPTER—IV
•
SWOT Analysis
•
Findings
•
Recommends & suggestions
•
Conclusion
CHAPTER--V
•
Bibliography
•
Questionnaire

CHAPTER –I

• P R E F A C E

• K E Y A R E A

• E X E C U T I V E S U M M A R Y

• S I G N I F I C A N C E A N D N E E D

O F T H E S T U D Y

• O B J E C T I V E

• M E T H O D O L O G Y

PREFACE
 Marketing is matching customer needs with the offering of the Company or in simple words it is

“meeting needs profitably”. There are different factors which influence the sale of goods. A number of

variables come into play when we consider the sale of C.S.D.(Carbonated Soft Drink ) products. The basic

reason for this is seasonal affect on purchasing the product, slowly resulting in the consumer loyalty and the

relationship between dealers, distributors and the company.

Some other important variables that affect the C.S.D. products are:-
•
Visibility of the product
•
Feasibility of the product
•
Availability of the product
•
Perceived quality of the product
•
Distribution channels used

Distribution is the channel that bridges the gap between an organization and the end user/customer. This

bridge has to have a strong foundation and has to be repaired from time to time. Those companies that pay too

little attention to their distribution channels suffer damaging results.

KEY AREA
 The key area of my research report was “The study of different selling outlets of PEPSI. “ The

company had divided his retail outlets on the basis of area wise and character wise. Each of the division is

having mainly three types of outlets.

1) AREA WISE: - The area of my Research report was “PEPSI CO.” and according to the
company the whole training area was divided into three parts….
INNER CIRCLE: - These are the main selling point of a company or heart of a city. In inner
circle we mainly consider those selling point or retailers shops which come under the main
market area.
OUTER CIRCLE: - These areas are adjacent to the main market area, which is a mixture of
residential areas and market areas. In these areas we mainly talk about those retailers’ shops,
which are placed in the residential areas and quite away from the main market.
2) OUTSKIRTS: - These areas are quite away from the main city and the main market, or the
interior areas of the town.
CHAR ACTER WISE: Again there is a division of outlets on the basis of characters (type of
work done by the retailers) and there are again three types of outlets.
CONVENIENCE OUTLET: - These types of outlets include general stores, beetle shops,
stationary shop, medical shop and such type of other shops.
GROCERY OUTLETS: - These types of outlets include grocery stores which indulge in
selling of foods and related things used in the home.
EATERY: - It includes restaurants, fast food joints etc

EXECUTIVE SUMMARY
I n the project the nature of research is exploratory research whereby efforts have been
made by executing the research in Pepsi co. regions. A systematic as well as well-designed
approach has been adopted while conducting research about market characteristics.

It is followed by the research methodology which is adopted has been defined with the help of

collected data, a detailed interpretation about the company has been given there, the product profile is defined

covering the types and different flavors of the PEPSI CSDs. The next step was defining the sampling design

where the sample size of70 was taken for the dealers and the target area was Pepsi co. To facilitate the research

work on questionnaire method was adopted for the collection of the data as a primary research whereas the

secondary data was collected from different books, company library and the other trade / business websites.

Questionnaire contains both open ended questions and close ended questions, on the basis of the

feedback the analysis was done with the help of the clear graphical representation by using pie charts, and

other graphs. The next step was the most important step for analysis at the actual findings of the project and

recommend to the company what can be incorporated for further improvement.

SIGNIFICANCE AND THE NEED OF THE STUDY

Market research is concerned with the authentic and objective collection, analysis and evaluation of

information about specific and practical aspects of marketing problems in order to help the management in

making effective decisions. Market research is not an end in itself but it is a means to an end.

My study on this project will help the company to know its strengths and weaknesses with respect to the CSD

market and to make strategic future decision to improve its market awareness and penetration and thus finally

enhance its sales.

•
Primarily this study will enable the company to evaluate its position among the
competitors in respect to all the important factors related.
•
Secondarily this study will enable the company to develop a fruitful correspondence with
the leads generated during the tenure of the study conducted.
OBJECTIVE
•
To study the dealers and retailers sales trend, of CSD industry and their products. To
make comparative analysis between Pepsi and Coke..
•
To determine the visibility of the Pepsi on the dealer outlets.
•
To determine the preference levels of Pepsi in comparison to the Coke.
•
To find out the satisfaction level of Pepsi in company.
•
To find out the sales level of Pepsi in comparison to the Coke.
•
To find out the dealers’ perception about the Pepsi product.
•
To find out the various factors influencing purchase of the Pepsi or Coke.
•
To find out the expectations of the dealers from the company.

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.
Method of study

I have divided my all study into three phases which are

1. Rout visit

2. Outlet survey
3. Product survey

I have selected 70 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.
Research instrument

Questionnaire

Personal interview

Sampling design

Sampling design is a conductive approach, which gives the research work a factual as well as conclusive

framework. It contains sample size, which is basically a true representation of the target population
Number of total outlets:

Total number of outlets – 120

I have taken the sample--70
Outlet type
Outlet numbers
CONVINIENCE
42
GROCERY
10
EATERY
18
Commencement of Fieldwork:-
The fieldwork included the process of getting the questionnaires filled up and also getting all the
relevant information regarding the visibility of PEPSI for future business decisions.
My fieldwork included extensive coverage of the following areas:-
•
MARKET BUILDING
•
KHARBEL NAGAR
•
Unit-111
My data collection process included in-depth interviews with the dealers and consumers getting
as much as relevant information as could be.
CHAPTER—II
• I n d u s t r y p r o f i l e
•

PepsiCo in India
• P r o d u c t p r o f i l e

INDUSTRY PROFILE

There is a very huge market size of the soft drink industries and as per the market size the numbers of

competitors are also very huge. In the present scenario there are many soft drink industries in India. Many of

them work at the state level and they distribute their product in those areas only. These types of players are

known as local players. Apart from these industries there are few more industries which works on the national

level or global level and these industries are known as a national companies and multinational companies.
There are following national or multinational companies:-

1. Coca-Cola India Ltd

2. Dabur Foods Ltd

3. Parle Bisleri Pvt Ltd

4. PepsiCo India Holdings Pvt Ltd

Pepsi Cola Company was launched in 1902 the back room of pharmacy and applied to U.S patent office for

trademark. The business began to grow. On 16th June 1903 “Pepsi Cola” was officially registered with U.S.

patent office. That year Caleb Brand Ham sold 7.968 gallons of syrups, later on he began awarding franchise to

bottle Pepsi to independent investors, whose number grew from just two in 1905 in the cities of Charlotte and

Durham North Carolina, to 15 following year and 40 by 1907.

Today PepsiCo is a well-established New York (U.S.A.) based American ($30.40 million) multinational

company. Presently Pepsi Cola is selling on an average of ninety millions bottles per month. Pepsi made its
first international move to Russia in 1959. With in thirty years Pepsi emerged as the biggest competitors of

Coca-Cola with its presence in 155 countries and working under its CEO Steven S. Reinmund.
The philosophy of the Pepsi company is always
“If you think like No. 2, you will always No. 2”
The phenomenal sales growth of carbonated soft drinks Pepsi (about 30 to 35 per cent) and
Coca-Cola (40 per cent and above) in the months of April and May 2007 has proved that there is

a right price for everything. The remaining percentage of the market share is distributed among
the other national and local companies of soft drink industry.

In fact, since PepsiCo and Coca-Cola, the two US-based companies, set up operations in India, never have they

achieved the kind of sales growth with their carbonated soft drink (CSD) brands as they have in the past two

months.

The soft drink industry in India dates to the 1940’s when Parle introduced the first branded soft drink called

gold spot. Cola giant coca-cola was the first foreign soft drink company to setup its shop in India in 1965.

Coca-cola made a very good beginning and dominated the market right from the word go. It faced no

competition at that time. The marketing people did not even need to publicize coca-cola.
Soft Drink: The market size for FY2001 was around 7000 mn bottles. The market

segmentation is based on the flavor volume. The cola products have nearly 51 to 52 percent soft drink market.

The non cola products have nearly 46% market of soft drink it is segmented into Lemon, Orange & Mango

flavor.

Soft drinks are available in glass bottles, aluminum cans and PET bottles for home consumption. Fountains

also dispense them in disposable containers Non-alcoholic soft drink beverage market can be divided into fruit

drinks and soft drinks. Soft drinks can be further divided into carbonated and non-carbonated drinks. Cola,

lemon and oranges are carbonated drinks while mango drinks come under non carbonated category of the soft

drink.
FINACIAL ANALYSIS
MARKET SHARE OF PEPSI
The marker share of Pepsi IndiaCo Ltd. Is 49% according to financial year 2009. India has a
developed capital market so all the Beverage company try to capture the market.

Total common share outstanding in September 2007 is 1,610 US Million Doller.

MARKET SHARE OF COKE

Coca Cola is the leader of the Beverage industry and market share of Coca Cola in Indian contest

is about 51%. Is was leader and trying to be leader in future

PEPSICO IN INDIAN

Gold Spot is considered as the first branded soft drink to be introduced by Parle in the early forties. Coca-Cola

was the first foreign soft drink to be introduced in Indian markets. The Coca -Cola company entered India in

early fifties when four bottling plant were set up at Bombay, Kolkata, Delhi and Kanpur. Coca-Cola enjoyed a

good beginning and dominant market. Parle exports private limited, the major domestic player, later in 1970

introduced Limca a lemon soft drink and Cola Peppino. ..

In July 1977, Coca-Cola left India following a public before over share holdings structure and imports permits.

As per FERA the company was to close their operation. Major shareholder Parle extended its product line and

introduced their Cola ‘Thumps up’. Pure Drinks introduced their new products ‘Double seven’, ‘Thrill’, ‘Rush’

and ‘Sprint’.

After Coca-Cola, PepsiCo began to lay plans to enter this huge market and ninety years after its introduction of

what was to become one of the best favored soft drink globally in 1988, Pepsi entered of India flanked with

heavy resources and on riding the winds of change of newly opened economy. This snacked food and beverage

giant managed to stabilize itself in the country, but only after overcoming obstacles from a bureaucratic

government.

PepsiCo entered in Indian market in 1990, and then Pepsi started its bottling plant and corporate colour blue as

the advertisement. When Pepsi entered in Indian market Parle was holding 70% market share in total soft

drinks so Pepsi concentrated on availability of its brands and continuous attachment by its advertisement.
 In the year 1991, production of ‘Mirinda’ and ‘7’up’ started and the production of ‘Slice’, ‘Teem’ and

Coca-Cola came back and launched its product in Agra with Parle Exports Private and gradually took over the

same company.
Pepsi entered into the cloudy Lemon category by launching its ‘Mirinda Lemon’ in1988.

In 1993 Pepsi had thirteen bottling plant units. In 1996 the number went up to twenty seven .More

plants are being set up and existing one will be expanded with a mission to change taste of Indians who ,when

came to refreshing drinks would go back to traditional ‘Nimbu Pani’, ’Jaljeera’. Pepsi was all set to give Indian

consumer a taste of internationally famous soft drinks brand.

PepsiCo setup operations in India for beverages and snacks food business under Managing Director ‘Mr.

Ramesh Vangal’ who was CEO till April, 1992 .At that time number of employees working in PepsiCo India

were only five. In 1994 number of employees increased up to 200 and in 1997 PepsiCo India force has gone up

to 2400.
Recently in May, 2001 production of ‘Aquafina’ was started by Pepsi. In the same year, another
flavor of Mirinda ‘Apple’ was also launched.

Pepsi is one of the major sponsors of cricket tournaments in India as well as other sports like football and

hockey. In Mohali, Punjab, it has set up a Cricket academy to develop young budding cricketers.

Apart from the business Pepsi concentrated its mind in the social problem of India. (E.g. unemployment,

poverty etc.). Most of the bottling plants of Pepsi are located in the backward areas thereby giving huge

employment opportunities in these areas. Pepsi is a responsible company undertaking many social projects in

and around the bottling plants. These include supports to the education centers, sponsoring inoculation camps,

providing free health checkups, sanitation drives etc.

PRODUCT PROFILE
CARBONATED SOFT DRINKS:-
The Joy of Pepsi.
COLA PEPSI
Contains: Carbonated water, high fructose corn syrup, caramel color, phosphoric acid, caffeine,
citric acid and natural flavors
DIET PEPSI
0 carbs. 0 calorie. It’s the diet coll.
Contains: Carbonated water, caramel color, aspartame, phosphoric acid, potassium benzoate
(preserves freshness), caffeine, citric acid and natural flavors
ORANGE:
MIRINDA ORANGE
Savor Your Mirinda.
Contains: Carbonated water, high fructose corn syrup, citric acid, purity gum, potassium
benzoate and potassium sorbate (preserves freshness), ester gum, natural flavor, yellow 6,
ascorbic acid and calcium disodium EDTA (to protect flavor), sodium citrate
MOUNTAIN DEW
Do The Dew

The fastest-growing soft drink of the decade, Mountain Dew currently ranks as the nation's leading soft drink

in retail outlets. Doing the "Dew" is like no other soft drink experience because of its daring, high-energy,

high-intensity, active, extreme citrus taste.

Contains: Carbonated water, high fructose corn syrup, concentrated orange juice and other

natural flavors, citric acid, sodium benzoate (preserves freshness), caffeine, sodium citrate, gum arabic, yellow

5, erythorbic acid (preserves freshness), calcium disodium EDTA (to protect flavor) and brominated vegetable

oil
CLEAR LEMON
Aandaj sabse nirala
7up
Contains: Carbonated water, caramel color, aspartame, phosphoric acid, potassium benzoate
(preserves freshness), caffeine, citric acid and natural flavors
FRUIT JUICE:-

SLICE

Contains: Carbonated Water, High Fructose Corn Syrup, Mango Juice From Concentrate, Citric

Acid, Potassium Benzoate (Preserves Freshness), Modified Food Starch, Natural & Artificial Flavors,

Potassium Sorbate (Preserves Freshness), Ascorbic Acid (Vitamin C),Yellow 6, Glycerol Ester of Wood

Rosin, Calcium Disodium EDTA (To Protect Flavor), Sodium Citrate.

PACKAGED DRINKING WATER
Pure Water Perfect Test
AQUAFINA

Enjoy the crisp, refreshing taste of Aquafina – 100% pure, non-carbonated, purified drinking water. The

consistent purity and great taste of Aquafina are guaranteed by means of a state-of- the-art purification process

that includes reverse osmosis and carbon filtration. Since its debut in 1995, Aquafina has won over consumers

with its great taste and purity.

Aquafina is the official bottled water of Major League Soccer and the PGA of America. Aquafina is distributed

nationwide and can be enjoyed in 500 ml. 1-liter and 1.5-liter bottles. Aquafina. Purity Guaranteed.
Contains: Purified water
PRODUCTION PROCESS
WATER TREATMENT PLANT:-

Water in the Company BL is coming from the Sitarampur dam. It is stored in a reservoir. Before ensuring

production, this raw water is being treated by coagulation process. Main chemicals used are ferrous sulphate

(FeSO4), calcium hydroxide (CaOH) and chlorine (Cl). All the impurities get settled at the base and remove the

turbidity and than used in further processing.

BOTTLED WASHING PLANT:-

Used bottles returning from the market are stealthy. It is completely an auto process which takes place within a

machine called washer machine. The machine has three compartments. Bottles are treated with 4% caustic

soda in the first compartment at a temperature of 100-150 F again 2% castic soda at 120 F and lastly with soft

water. Bottles are then sent through the inspection center, where these are watched against strong light
SYRUP ROOM:-

Syrup room is situated in the first floor. Here syrup is prepared from filtered water, sugar and the concentrate.

The room is well equipped with several tanks and filter press. First the syrup is concentrated and than it heated

at 85C.The solution is saturated and passed through a para flow cooler, syrup is cooled down to 20-25 C..

Syrup comes to the traumatic machine. Here syrup is mixed with carbonated water under pressure in definite

proportion. Carbonated syrup by this time fills the filter machine. From this machine syrup is poured into the

bottles in calculated amount. The exact rate of filling is 620 bottles per minute. Meanwhile crow machine helps

in closing the bottle mouth with caps which makes them completely air tight.
CHAPTER—III

• M a r k e t a c t i v i t y

• D i s t r i b u t i o n C h a n n e l

• O b s e r v a t i o n a n d A n a l y s i s
MARKETING ACTIVITIES
INTRODUCTION
PROD
UCT
PRIC
E
PLACE
PRO
MOTI
OOO
OOO
N

Marketing needs a framework that begins and ends with the customer. There is an intermediate step

between the deployment of marketing tools and the achievement of marketing objectives. A marketing network

consists of the company and its supporting stakeholders (customers, suppliers, distributors, retailers, ad

agencies, and others). A set of marketing tools the firm uses to pursue its marketing objectives are called

marketing mix. These tools can be classified into four groups which are called the four Ps of marketing.
\TARGET CONSUMERS
However some academicians feel that the four Ps of marketing have become redundant and

needs to be replaced by the four As or the four Cs of market

Soft drink is a FMCG product which has a wide and scattered market.
Thus it is divided into sub-parts to effectively meet the customer needs.

The entire market in this case is divided into three parts viz.:-
ROUTE MARKET
Outlets coming under this market cater to the needs of those customers who are engaged in shopping, eating

out in restraints, going to and from work, in amusement centers etc. In simpler words this market is what we

call thebaz aar .

HOME MARKET
Outlets coming under this market cater to the customers who buy soft drinks predominantly for home

consumption either by glass bottles or pet bottles. The shops targeted under this category are those which are

located inside residential complex.

AT WORK MARKET
Outlets coming under this market cater to the needs of those customers who are working in
offices, factories etc. i.e., the outlets targeted are the canteens mainly.
PROMOTIONAL ACTIVITIES

Sales promotion a key ingredient in marketing campaigns consists of a collection of incentive tools, mostly

short term, designed to stimulate quicker or greater purchase of particular products or services by customers.
Advertising
Sales
Promotion
Direct
Marketing
Personal
Selling
Public
Relation

Promotional activities play a key role in the entire marketing effort being carried out by Company. These

promotional activities generate more sales as well as create a good image of the product in the mind of the

customer.
The promotional tools used by company for its marketing activities are
•
Point of sale display
•
Incentives to retailers
•
Sales promotion through sponsoring special events
•
Sales promotion through various schemes
•
Advertising
POINT OF SALE DISPLAY
“There are many ways to communicate with consumers at the point of sale. In-store advertising includes

shopping carts, cart straps, aisles and shelves. The appeal of the point of sale advertising lies in the fact that in

many categories consumers make the bulk of their final decision regarding purchase in the shop.”Marketing

management Kotler, Killer, Koushik and Jha

This is particularly true for those brands which have very low customer loyalty. Soft drink is one such product

in which most of the time buying decision is made at the spur of the moment based on the brand which is

readily available and catches the eye of the customer. For this reason company invest heavily in this category

by supplying the shop owners with stands so that they can keep the bottles outside on those stands so that

customers have an eye contact with them as he/she is entering the shop. Also Pepsi supplies the shop with visi

coolers with a glass front so that cooled bottles can be seen by the customer when he/she is making a decision

on the flavor that the person is going to buy. Apart from these company takes keen interest in other type of

strategies like painting the walls of the shops with the Pepsi logo, putting up glow signs and dash boards with

the Pepsi logo and the shop name. This increases the visibility of the brand among the customer when he/she

enters the shop.

INCENTIVE TO RETAILERS

Another method of sales promotion being used by companyis by running special incentive schemes for

retailers. This type of promotional strategy is conducted mainly during the peak season i.e., from March to

July.
ADVERTISING
“Advertising is any paid form of non-personal presentation and promotion of ideas, goods
or services by an identified sponsor.”
Marketing management Abraham Kawshik & jha.
•
Advertising is also known as a process of Telling & Selling.
•
Drawing the attention of consumers to any product, object, purpose or idea by using non
personal media of communication is termed as Advertising.
•
Through advertising the advertiser intends to spread his ideas about his
products/offerings among the customers and prospects.
•
Advertising can also defined as” the action of attracting public attention to a Product or business," is one of

many marketing tools you can use to draw in more customers with greater frequency.
What Advertising Can Do For Your Business
•
Remind customers and prospects about the benefits of your product or service
•
Establish and maintain your distinct identity or "personality"
•
Enhance your reputation
•
Encourage existing customers to buy more of what you sell
•
Attract new customers and replace lost ones
•
Slowly build sales to boost your bottom line
1. Using Other Promotional Avenues

The theme of your advertising reflects your special identity or personality, and the particular benefits of your

product or service. For example, cosmetics ads almost always rely on a glamorous theme. Many food products

opt for healthy, all-American-family campaigns. Automobile advertising frequently concentrates on how the

car makes you feel about owning or driving it rather than performance attributes.
Five “M” of advertising:
A very important part of advertising is to decide the medium of advertising and how much to
spend on each medium.
The different mediums used by Pepsi are:
•
TV
•
Hoarding
•
Newspaper/Magazines
•
Radio
•
Product of sales material(painting, glow signs, D. Board)
Some of the brand ambassadors of PepsiCo associated with the different brands is:
•
Shahrukh Khan – Pepsi
MISSION
What are the
advertising
objectives?
MONEY
How much can
be spent?
MESSAGE
What message
should be sent?
MEDIA
What media
should be
used?
MEASUREMENT
How should the
result be
evaluated?

•
Sachin Tendulkar – Pepsi
•
Amitabh Bachchan – Pepsi
•
John Abraham – Diet Pepsi
•
Zayed Khan – Mirinda
•
Mallika Sherawat – 7up
OBJECTIVES OF THE ADVERTISING STRATEGY:-
Informative advertising means telling the market about new product, suggesting new uses for a
product, informing the market about the price change, explaining how the product works etc.
Persuasive advertising means building brand preference, encouraging customers to switch to
their product, changing customer’s perception.
Reminding consumer that the product may be needed in the near future, reminding consumers
where to buy it.

Thus advertising is a fascinating and important aspect of marketing. Advertising appeals to all irrespective of

age, caste, sex, borders etc. Words which can be associated with advertising are fun, humor, warm,

entertaining, persuasive, boring, and irritating. Advertising in simpler words is communication and persuasive

and leaves a mark in the mind of the consumer. Thus it is natural to look to theories, concepts and research

findings from psychology to understand and mange the whole process.

DISTRIBUTION CHANNEL

All the marketing intermediaries (Sole selling agents, whole sellers, distributors, retailers etc.) used by the

producer for the purpose of making their products available to users are collectively constituting the

distribution channel.

Role of Distribution Channel

•
Provide Distribution Efficiency to manufacturers
•
Supply products in requiredAs s ortments
•
ProvideSales mans hip
•
HelpMerchandis ing the product
•
Help implement the Price Mechanism
•
Physical Distribution & Financing
•
Change Agent & generate Demand

Physical distribution of goods and products is a process of reaching out to the customer. After the production

process is over the main concern for a company is how to make that product a[]vailable at the nearest shop of

the target customer. For this the company needs to have an effective distribution network which is cost

effective, reaches to every nook and corner of the target market and delivers the goods to the shops on time so

that there is no scarcity. Thus a company needs to have a very clear cut understanding of the geographies of

that particular area for an effective distribution channel. Basically there are two types of market viz. urban

market and rural market. Both the markets are very different from each other in terms of preference, frequency

of goods sold, price and quality. With respect to soft drinks it has been seen that the frequency of sale is faster

in the urban market. Thus the distribution network has to be more prudent in the urban market. The area that

was given to me comes under the urban market.The company had divided his retail outlets on the basis of area

wise and each of the division is having mainly three types of outlets.
INNER CIRCLE: - These are the main selling point of a company or heart of a city. In inner
circle we mainly consider those selling point or retailers shops which come under the main
market area.
OUTER CIRCLE: - These areas are adjacent to the main market area, which is a mixture of
residential areas and market areas. In these areas we mainly talk about those retailers’ shops,
which are placed in the residential areas and quite away from the main market.
OUTSKIRTS: - These areas are quite away from the main city and the main market, or the
interior areas of the town.
FACTORS AFFECTING THE CHOICE OF DISTRIBUTION CHANNEL:-

There are a number of channels from which a company can choose from. The different channels have already

been mentioned in the introduction. The channel chosen should achieve the ideal market exposure and should

be able to meet the target customer’s needs and preferences. In choosing the ideal channel, the company

always has to struggle between what is ideal and what is available. What is available need not be the ideal

because there are a number of factors that limits the choice.For this reason auto or matador is the best

alternative for distributor but it can carry fewer loads. An ideal channel should also be the best cost channel

and keeping the entire shortcoming in view a company should choose the best cost channel as its ideal channel.

But it is also a little tricky as this can lead to customer dissatisfaction and therefore sometimes a relatively high

cost channel can prove more profitable.

OUTSKIRTS
OUTER
CIRCLE
INNER
CIRCLE

Various factors which affect the choice of the distribution channel are:
•
Factors relating to product characteristics

Purchase frequency

Selling price per unit

Standardized product
•

Market factors and consumer factors

Consumer of industrial products

Number of purchasers

Geographical distribution of consumers

Size of the order

•
Company factor
Financial resources

Size of the company

Product mix

Attitude of the company executives

Marketing policies
•
Environmental factors
Economical considerations
Legal restrictions
Social and ethical considerations
•

Middle man consideration

Service provided by the middleman

Attitude of the middleman

Availability of the middleman

Sales volume potential

Cost of channel usage

Thus the above factors influence the decision regarding the distribution channel. It is therefore right to say that

a company is not always free to enjoy complete freedom in selecting the distribution channel.
FACTORY
INSTITUTIONAL OPERATION
HML (FACTORY DEPOT)
DIRECTOR OPERATION
DISTRIBUTORS
DEALERS
MARINS
RAILWAYS
CSD
DISTRIBUTION CHANNEL
3- LEVEL DISTRIBUTION CHANNEL
2- LEVEL DISTRIBUTION CHANNEL
DATA INTERPRETATION
 Market survey is one of the most widely used marketing research techniques. Its purpose is collection of

specific data concerning to the market that cannot come from the company’s internal records or from external

published source of data. The only way to get accurate data regarding the target market is by physically

moving around in that area along with the Pepsi vehicle. There are various types of surveys out of which the

one that I used was the census survey. The report on marketing activities of company is based on a survey.
DEALER SURVEY

Dealer survey or retailer survey is one of the most accurate methods to know about the market share of a

company and it is especially true for soft drinks companies. Soft drink market is typically characterized by

changes in the stock position everyday.

In order to have a good knowledge about the market and the route it was important for me to

ong with the Pepsi vehicle. This helped me to know about:

1. Number of dealers in the market

2. Location of the dealers

3. Type of dealers
4. Market share

Learning in the classrooms and learning practically are two different things. So for the first 15 days I moved

along with the Pepsi vehicle interacting with the retailers and trying to build up a rapport with them. From this

I also came to know how to deal with different types of retailers and how to convince them. Feedback from the

retailers helped me to find out where the company was lacking in terms of service provided and also how the

competitors fared on the same parameters.

These feedbacks will help the company to improve its services and as such increase retailer satisfaction which

in turn results in better sales and revenue generation. Thus appropriate marketing strategies can be worked out

based upon the findings.

While conducting the survey of the dealers a format was provided to me by the company which I
personally filled up by interviewing all the retailers in the company area.
NUMBER OF OUTLETS:

In theCompany area there are 120 outlets selling soft drinks out of which around 15 are Pepsi exclusive outlets

and 8 are coca-cola exclusive outlets. Rests are selling both the brands. Also there are three types of outlets in

the area which are:

Number of total outlets:
Total number of outlets – 120
Outlet type
Outlet numbers
CONVININCE
72
GROCERY
18
EATERY
30
•
Convenience outlet which includes general stores, beetle shops, medical stores and other
types of shops
•
Grocery outlet which includes shops selling grocery
•
Eatery which includes restaurants, fast food joints etc
MARKET SHARE OF COMPANY
Market Share of Product
Market Share of Filled stock
SL No Product
Est. Mark. Share
1 Pepsi
48.00%
2 Coca Cola
51.00%
Interpretation
About 70% of the dealers are well aware about the Pepsi product this indicates Good market
share.
Market Share of Product
Market Share of Chilled stock
SL No Product
Est. Mark. Share
1 Pepsi
41.60%
Market Share of Filled stock Est. Mark. Share
1coca cola
2 Pepsi
2 Coca Cola
52.40%
Interpretation
About 70% of the dealers are well aware about the Pepsi product this indicates Good market
share.
Market share of glow signs board:
Market Share of Chilled stock Est. Mark. Share
1 Coca cola
2 Pepsi
Market Share of Glow Sign
SL No Product
Est Mark. Share
1 Pepsi
75%
2 Coca Cola
25%
Glow signs are the boards on the top of a shop with neon lights in the back ground with works as
a sign board for the shop. It is an effective marketing strategy.
Market Share of Glow Sign Est Mark. Sha
r e

1 Pepsi
2 Coca Cola
Interpretation
According to the research pepsi has a very good growth rate as it is 48% till April 2009.
Market share of VISI cooler:
Market Share of VISI Cooler
SL No Company
Est.Mark. Share
1
Pepsi
46.50%
2
Coca Cola
54.50%
This is one of the most important supports for the dealers which help them to keep the product
chilled and fresh.
Interpretation
Cock has got a large market share (i.e. 54.5%) followed by the pepsi with market share of 46.5%.
How much of the business you do, from Pepsi?
Business from different Outlet
SL No T
ype of Outlet
Est. Mark. Share
1
Convenience
60%
2
Grocery
15%
3
Eatery
25%
Market Share of VISI Cooler Est. Mark. Share
1 coca cola
2 Pepsi
These three kinds of market shows the total market area which is divided on the basis of the
character (type of work done by the retailer).
Business from different Outlet Est. Mark.
S h a r e

1 Conveienc
e

2 Grocery
3 Eatery
Interpretation
Convenience shop has a highest percentage of business from Pepsi and followed by Eatery shop
and Grocery shop.
How frequently do you buy PEPSI?
Frequency of buying the Pepsi
SL No Time Period
Percentage
1
Daily
20%
2
Alternative
70%
3
Weekly
10%
This is related to the frequency of Pepsi vehicle that a dealer wants, according to the need and
demand of the product in that particular area.
Frequence of buying the Pepsi Percenta
g e

1 Daily
2 Alternative
3 Weekly
Interpretation
Most of the dealers want a frequency of Pepsi Vehicle on the basis of alternative days.
Which is your favorite C.S.D.?
Favorite C.S.D. of the Consumer
SL No
Product
Percentage
1 Pepsi
6%
2 7up
15%
3 M. Dew
11%
4 Slice
12%
5 Mirinda
10%
6 Coca Cola
5%
7 Thumps up
8%
8 Sprite
11%
9 Maaza
7%
10 Fenta
9%
11 Limca
6%
With the help of this question, I tried to find out the sale of a particular product at each counter.
FavouriteC.S.D.oftheConsumerPercentage
1Pepsi
27up
3M.Dew
4 Slice
5Mirinda
6CocaCol a
7Thumpsup
8Sprite
9Maaza
10Fenta
11Limca
Interpretation:-
Among the entire CSD product Mirinda,7up,slice occupy a first place in the choice of dealers
and followed by Coca-Cola, Sprite etc.
How many of each of the following brands of C.S.D. do you have?
Favorite C.S.D. of Pepsi Product
SL No Product Percentage
1 Pepsi
12%
2 7up
30%
3 M. Dew
18%
4 Slice
24%
5 Mirinda
16%
Favourite C.S.D. of Pepsi Product Percentage
1 Pepsi
2 7up
3 M. Dew
4 Slice
5 Mirinda
Interpretation:-
Among entire brand of Pepsi Cola, 7up is having a highest demand and followed by Slice,
Mountain Dew, Mirinda and Pepsi
ANALYSIS OF THE RETAILERS’ QUESTIONNAIRE:-
Questionnaire for “Sales Trend of Beverage Industry”:-
Q.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, beetel 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. Like wise 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 the

location.
Q.2 Which is your favorite C.S.D.?

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 C.S.D. product 7UP is favorite C.S.D. among of all the dealers with 15% of

preference, Slice having the percentages of preference is 12%, Mountain Dew and Sprite are having the

percentage of preference are 11% these two C.S.D. is followed by the another C.S.D. After that Mirinda and

Fanta are having the preference of the Consumers respectively 10% and 9%. Thumps up and Maaza are having

the percentage of 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.

Q.3 How many of each of the following brands of C.S.D. do you own?

This question focused on the store capacity and product availability at each counter, in this question I tried to

concentrated on only Pepsi products, (i.e. Pepsi, 7up, Mirinda(o), Mountain Dew and Slice). I prepared a

structure in a percentages form with the help of the response given by the dealers. On the basis of given

response 7up is having 40% of the storage, which is followed by a product from an Cola segment, Pepsi with a

30%. After this orange segment, a

Mirinda is having a third position with 15% of storage preference by the dealers, and finally Mountain Dew is

having 8% of preference and lastly a Slice with 7% of preference level of dealers.

For coca-cola, a retailer out of every dealer preferred to keep 40% bottles of Sprite, 25% bottles of Thums up,

15% bottles of Maaza, 11% bottles of Coco Cola, and 9% bottles of Limca and Fanta. Thus Sprite is the most

preferred flavor along with Thums up while others are not of much significance.
Q.4 How satisfied are you, with the VISI Cooler of PEPSI?

With the help of this type of question I tried to know the opinion of the dealers about the facilities provided by

the company and in this sequence I took “visi cooler” as a first facility provided by the company. I divided the

whole opinion of the dealers in mainly five parts, which starts with the satisfactory and end with the

dissatisfactory of the dealers. In between these two opinions (i.e. very satisfactory and very dissatisfactory)

there are three more opinion, which are quite satisfied, neither satisfied nor dissatisfied and quite dissatisfied.

After analyzing this question I found that 8% of dealers are highly satisfied with visi cooler, 20% of dealers are

very satisfied with the visi cooler of Pepsi, 12% are quite satisfied, 10% are neither satisfied nor dissatisfied,

50% of dealers are Not satisfied and with the Visi Cooler of Pepsi.
Q.5 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.

Q. 6 How satisfied are you with the GLOW SIGN BOARD of PEPSI?
This question talk about the glow sign board, which are the boards on the top of a shop with neon lights in the

back ground with works as a sign board for the shop. After analyzing this question I found that 20% of the

dealers are very satisfied with the glow sign board, 12% are quite satisfied, 10% are neither satisfied nor

dissatisfied, 50% are Not satisfied and finally 8% of dealers are very dissatisfied with the glow sign board.
Q.7 How would you rate COKE compared to PEPSI on SCHEMES?

In this I tried to find out the opinion of the dealers about the schemes of Pepsi in compare of Coke and I found

that for 23% of dealers told that Coke has good scheme in this season. 77% dealers told that Pepsi provide

good scheme in this summer as for example scratch card system.

Q.8 How satisfied are you with the quality of Pepsi?

In this question I tried to focus on the quality of the product of Pepsi, and I analyze that dealers are not

satisfied with the quality and the taste of the product and there is very less no of bottle which are faulted.
Q.9 Support material (holders, displays etc.)?

With the help of this question I tried to found out that how many a dealers are satisfied with the support

material, provided by the Pepsi. The opinion of dealers are divided into three main parts, which are, provided

no support material, provided low quality of support material and assistance and provided high quality of

support material and assistance to help his business.

After analyzing this question I found that there are only two types of dealer, one who gets support materials

and assistance and another who does not get any support materials and assistance. There are only 30% dealers

who get support materials and 60% dealers do not get any type of assistance.

CHAPTER—IV
• S W O T A n a l y s i s
• F i n d i n g s
•

Recommends & suggestions

SWOT ANALYSIS
STRENGTHS:-
•
PEPSI has an excellent brand name, awareness & high quality image.
•
PEPSI has effective and stronger service than its competitors like COKE who too have a
good name in soft drink market.
•
Quality products at a competitive price.
•
PEPSI has an effective distribution system i.e. dealers have good contacts with the
customer executive.
•
Continuous & strategic improvements in the promotional strategies.
•
Strong dealer network
•
PEPSI has got goodwill in the market with regard to the brand name.
•
PEPSI has highest Market share of 69% in C.S.D. sector.
•
Market share of PEPSI is consistently increasing.
WEAKNESSES: -
•
The cola flavors of Pepsi have not so good test as previous (as the customer perceives it).
•
PEPSI dose not have any provision for expiry and fusty goods.
•
Restricted range of products.
•
The frequency of vehicle in peak season is not sufficient.

OPPORTUNITIES:-
•
Consumers are showing increased interests in PEPSI products.
•
New develop schemes like “Scratch card system ” provides it an edge over its
competitors
•
Top position in C.S.D. products gives it an advantage.
•
Pepsi can explore its distribution network in interior area also.
THREATS:-
•
Competitor’s products already available in the market with similar schemes.
•
Grubby packaging and storage in compare of Coke.
•
Tough competition from Coke.
•
strategic pricing by competitors may affect the company’s wafer thin margins
FINDINGS
1. As per I have visited to dealers outlets I found that in outlets visibility of

Pepsi

is avarage

2. Preference level is more of Pepsi products as comparison to coke. In coke the demand

Thumps up is more as comparison to Pepsi cola flavor.

3. satisfaction level is also good.

4. The sales level of Pepsi is less than coke. According to data I have been collected the

market share of Pepsi is 49%

5. Dealers are happy with Pepsi products. They got the products by the company at the

time due to good distribution channel.

6. The factors which influence purchase of Pepsi or coke is promotional activities like

scheme of free bottles with pet, gifts given by the company etc.

7. The dealers want more promotional scheme, gifts and quality service.

RECOMMENDATION
FOR DISTRIBUTION CHANNEL:-
•
Company must increase the frequency of vehicle for the distribution channel.
•
Company must explore the interior areas and try to make new outlets over there.
•
Company must keep regular monitoring on the distributors and supply, retains the
availability and continuity.
•
Company must provide a gift or bonus to the salesman and distributors.
•
Company must distribute a gift and schemes through a proper channel.
FOR SALES TREND:-
•
Company must provide better services and try to attend the suggestion and complain by
the retailers.
•
Company must provide general information about product and price in the outskirts
areas.
•
Company is requiring, providing support materials and accessories to the retailers in both
urban and outskirt areas.
•
Company must provide a service for the expiry goods.
•
Company must improve its packaging and storing process.
•
Company must provide or make avail products according to the demand.
•
Company is requiring, keeping eyes on retailers and going through to their problems.
•
Company must encourage the high selling counters by providing incentives and other
extra benefits.
CONCLUSION

After analyzing the fact we came to the conclusion that PEPSI is growing day by day. This

conclusion is based on overall information collected from various distributors, retailers, markets and

consumers. They are having an edge over other soft drink producer in the market. They are doing very good in

the current scenario, but they need some object oriented and bit dynamism in the strategy in the outskirt.

The company just needs to reform its rules, create more global awareness, change its policies in favour

of more opportunities & encourage its major players to invest in the companies.
However, the company, if concentrates on the following factors will be able to face tough
challenges:
•
Technology
•
Quality
•
Brand competition
•
Price competition
•
Good balance between production and sales
•
Different preferences for products by different age groups
•
R & D capacity
•
Distribution Network
•
Pre-Sales services
•
After-sales services

Thus the company has an upcoming bright future in the future years. The training at PEPSI taught me that

classroom study is not an end but is a mean to achieve your goals. The stint at PEPSI will go a long way in

enhancing my life as a student. As life is full of learning and one being student throughout it.

CHAPTER—V
• B i b l i o g r a p h y
• Q u e s t i o n n a i r e
BIBLIOGRAPHY
Sites Visited
•
www.google.com
•
www.pepsico.com
•
www.domain-b.com
•
www.yhaoo.com
Books Referred
•
Marketing Management by Kotler, Killer, Koushik and Jha
•
Marketing Management by Piter Dacken
•
Marketing Strategy Magazine
•
Marketing management Magazine
•
C. R. Khothari
QUESTIONNAIRE
Dear sir/ madam,
I BALGOPAL SAHU, a student of Frist year M.B.A. of “Institute of
business and computer studies”, a Research project on the Topic “ Over all Market activity
of Pepsi ”. I would be grateful to you if you could spare sometime from your busy schedule and fill up the

questionnaire. I assure you that whatever information you provide shall be kept confidential and will be used for

academic purpose.
Name of outlet
_______________________________________________
Address
__________________________________________________
Q1. Monthly Sales (in Rs.)
(a) Less than 5000
(b) Between 5000 to 10,000
(c) 10,000 to 15,000
(c) Above 15000
Q2. Number of *c/s – carets sold per month of soft drinks.
(a) 0 to 50 carets
(b) 50 to 100 carets
(c) 100 to 150 carets
(d) 150 to 200 carets
Q3. Which Type of outlets?
(a) Convenience
(b) Grocery

(c) Eatery

Q4. Do you know about all flavors pack (size) and respective wholesale price of Pepsi soft

drinks
(a) Yes
(b) No
Q5. Which flavors of Pepsi is more demanded by consumer?
(a) Pepsi Cola
(b) Mirinda (O)
(c) Mirinda (L)
(d) 7Up
(e) Slice
(f) Mountain Dew
Q6. Which company soft drink is most demandable?
(a) Pepsi
(b) Coca –Cola
(c) Others
Q7. What is the position delivery of Pepsi products?
(a) Very goo
(b) Good
(c) Bad
(d) Worse
Q8.What is the frequency of buy Pepsi product?
(a) Daily
(b) Alternative day
(c) Weekly
(d) Fortnightly
Q9. Which factors effects the sales volume?
(a) Advisements
(b) Scheme
(c) Presence
(d) Taste
(e) Price
(f) Others
Q10. Which type of VISI Cooler / Cooler you have?
(a) Pepsi
(b) Coca Cola
(c) Both
(d) Own
(e) Not having any
Q11. What is the position of maintenance work of refrigerator done by Pepsi Company?
(a) Highly satisfactory
(b) Satisfactory
(c) Less satisfactory
(d) Not satisfactory
Q12. Which Company provide you Singes ?
(a) Pepsi
(b) Coca Cola
(c) Both
(d) Not satisfied

a research project on brand positioning of

pepsi.co in bhubaneswar
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