A STUDY ON

ANALYSIS ON PEPSI RETAILOR SIGANGE OF BOARD AND ROP With special reference to
PEARL BOTTELING PVT LTD VISAKHAPATNAM

SUBMITTED BY M.ASHOK KUMAR (Regd.No.09521E0024) UNDER THE GUIDANCE OF MR.J.S.NAIDU, M.B.A (ASSISTANT PROFESSOR)

DEPARTMENT OF MANAGEMENT STUDIES VISWANADHA INSTITUTE OF TECHNOLOGY AND MANAGEMENT

(AFFLIATED TO JNTU, KAKINADA, ANDHRA PRADESH) VISAKHAPATNAM (2009-2011)

Acknowledgement
Acknowledgement is an art, one can write glib stanzas without meaning a word, and on the other hand one can make a simple expression of gratitude

I take this opportunity to express my deep sense of gratitude to I express my sincere thanks to Dr.N.Viswanadham, head of the department and my respected guide Asst.Prof. J.S.Naidu for permitting me to do my project at PEARL BOTTELING PVT LTD Visakhapatnam and for their guidance and other staff of the organization for extending their valuable support and help in the preparation of this project report. I am also thankful to my family and friends for extending their co-operation in completion of this project report.

M.ASHOK KUMAR

CERTIFICATE

This is to certify that project report entitled ANALYSIS ON PEPSI RETAILER OUTLET SIGNAGE OF BOARD AND ROP in PEARL BOTTELING PVT LTD, Visakhapatnam, is a

bonafied work done by Mr.ASHOK KUMAR during the academic year 2009-2011, under my supervision and guidance.

Place: Visakhapatnam. Date:

(Signature of project guide)

Declaration

I M.Ashok Kumar declare that this project report entitled Each retailer Survey and Relationship Management with retailers in Visakhapatnam original piece of work done and submitted by me towards partial fulfillment of my Post Graduate Diploma in Management, under the guidance of Asst.Prof. J.S.Naidu garu and PepsiCo India Ltd.

Date:

Place:

(M.ASHOK KUMAR)

CONTENTS
CHAPTER-1
INTRODUCTION EXECUTIVE SUMMARY OBJECTIVE OF THE STUDY SCOPE OF PROJECT NEED OF THE STUDY RESEARCH METHODOLOGY LIMITATIONS OF THE STUDY

CHAPTER-2
The FMCG Sector ABOUT THE SOFT DRINK ABOUT THE PEPSI SOFT DRINK MISSION VISION PEPSICO IN INDIA HEIGHLIGHTS OF PEPSICO IN INDIA ORGANIZATIONAL STRUCTURE PRODUCT PROFILE

CHAPTER-3
THEORITICAL BACKGROUND MARKETING MIX MERCHANDISING POLICY PEPSI-THE INDIAN EXPERIENCE SWOT ANALYSIS PEST Analysis

CHAPTER-4
DATA ANALYSIS & INTERPRETAION FINDINGS SUGGESTIONS KEY POINTS CONCLUSION QUESTIONARY BIBLIOGRAPHY

CHAPTER-1
o INTRODUCTION o EXECUTIVE SUMMARY o OBJECTIVE OF THE STUDY o SCOPE OF PROJECT o NEED OF THE STUDY o RESEARCH METHODOLOGY o LIMITATIONS OF THE STUDY

INTRODUCTION

Modern age is full of competition. Today only way of success is your continuous efforts towards the growing market needs and in satisfying them. It is the marketer job to know what the market speaks i.e. the ever changing needs of the customer through market research & adopt them fruitfully. It is must for all the companies to make policies according to the customers and the govt. Today to succeed for any organization has to target its customer needs, to create a culture in the organization i.e. market conscious & responsive to customer needs. Soft drinks industry has become big business in India in recent years. The soft drink business under went major change with the entry of PEPSI and re-entry of COCA-COLA in India in the late 80s when Parley with brands like Thumsup, Limca & Gold spot was a clear leader. Coca-Cola took up the product line of parley in 1993-94; today both brands are the Indians favorite soft drinks

EXECUTIVE SUMMARY
I have done the project in PEPSI company which is situated in Visakhapatnam .In my project I learned how the sales promotion activities are run in the market and it affects sale. The study is concerned with ANALYSIS ON OUTLET SIGNAGE OF PEPSI RETAILER

ANALYSIS ON PEPSI RETAILER OUTLET SIGNAGE OF BOARD AND ROP In Shankaramatam Road, Gurudwara, Sitampeta, Dwarakanagar Visakhapatnam Channels of signage are an important aspect of marketing strategy. Channels chosen for the companys products effect every other marketing decision. On 3rd DECEMBER I start my project under the guidance of MR.J.S.NAIDU, M.B.A (ASSISTANT PROFESSOR). I have been allocated the above four areas for survey in Visakhapatnam Number of Retailers Covered: - 140 Market Area of Visakhapatnam:1. Shankaramatam Road 2. Gurudwara 3. Sitampeta 4. Dwarakanagar In the duration of 45 days I Gathered 140 samples from Pepsi retailer shops and found out that maximum of market is acquired by PEPSI

OBJECTIVE OF THE STUDY To know the various promotional, selling and distribution strategies adopted by PEARL BOTTLING PVT LTD

To determine the visibility of the Pepsi products and SKUs on the Dealer outlets, and check the total flavors available in the outlets

To determine the market share of Pepsi in comparison to Coke.

To find out the sales level of Pepsi in comparison to the Coke.

To find out the retailers satisfaction about the Pepsi products service and signage.

To find out the expectations of the retailers from the company.

SCOPE OF PROJECT

Detailed study of the noncarbonated soft drinks industry in India

Analysis of Pepsis performance against the other prevailing noncarbonated Soft drinks brands in the country.

Evaluate the performance of Agency performance and compare with the market size in the area.

Find out the problems in the area related to retailers.

NEED OF THE STUDY

In modern days, market plays a vital role in rapidly changing industrial scenario. The marketing decline is under going reappraisal in the light of vast goals, technological, economic and social changes being faced by the today companies. The order to known the changes in the field of marketing it are necessary to conduct market survey.

STUDY IS CONDUCTED CONSIDERING THE FOLLOWING ACCEPTS: Firstly, visage is a representative of soft drink market which is highly promoting with a lot of potential which is at to be tapped.

Secondly the behavior of the retailer is very much influenced by the additional benefits he is getting for selling the products having.

Thirdly to understand the market condition of the soft drinks in the present scenario and the competition level in the market.

Considered the key role of the retailer in present day market as an attempt was made to study the impact of companys schemes of offering coolers to the retailers.

RESEARCH METHODOLOGY The methodology used for collecting the data is considered to the primary for any report. The research design of this report is exploratory i.e. formulate problem from more precise investigation. The major emphasis is on the discovering of ideas and insights. The formulate research design is characterized by great amount of flexibility. Its contains is characterized by great amount of provided opportunity for considering different aspect of a problem undertaken in the study. 1. COLLECTING OF DATA

Data was collected on the basis of primary and secondary. Primary Data: The data which is being collected for the first is known as primary data. In case of the above study the primary source was retailers. Schedule Method: Dealer responses were conducted with help of a prepared schedule. Samples are taken at different location of Visakhapatnam.

Field Observation: During training period we did extensive survey of the distribution outlets and consumer to observe the marketing operation perform by the organization RESEARCH INSTRUMENT: - Printer questionnaire was used as the research instrument to collect the required information. Separate questionnaires were prepared for retailer survey and interview was taken by the help of the questionnaire. AREA OF SURVEY: - The survey was conducted in the different localities of Visakhapatnam city.

SAMPLING PLAN: - SAMPLING PLAN CONSISTS OF:

a) SAMPLING UNIT: - The retailer of grocery shop, general store, betel shop, medicine store was selected from different place of

Visakhapatnam. b) SAMPLE SIZE: - for retailers survey, 140 retailers were taken as sample size. c) SAMPLING PROCEDURE: - Cluster sampling producer was followed. d) SAMPLING METHOD: - Data were collected by retailers. The retailer directly conducted and interviewed at their retail counter and the different areas for the distribution e) TIME PERIOD OF STUDY: - The survey was conducted during 3rd December to 17 Th January 2011.Primary data is collected from the retailers through a structured questionnaire. It includes the first hand information from the outlets. It can view as a survey. The questionnaire was especially designed to find out the market share of the soft drinks and problems and weakness of Pepsi in that particular area. The chapter deals with main analysis part of the study and the dealer outlets covered in the study is Shankaramatam road Dwarakanagar sitampeta Gurudwara

2. SECONDARY DATA Secondary sources include the information collected from the annual reports, published and unpublished records of the company .various books and journals and internet also being used for collecting the relevant data After gathering the data from those two sources the data was analyzed, tabulated and interpreted and finally suggestions were offered for the betterment of the company. RESEARCH DESIGN:In this research descriptive, research design was used because it finds out the diagnostic information by asking the question like: (a) (b) (c) (d) What is it? Why is it? What it will be? What is should be?

Here it has been tired to analyze and describe about the reason behind the customer satisfaction in Visakhapatnam market and what measures should be applied. SELECTION OF SAMPLES:When a small group is taken as the representative of the whole, the study is taken as sampling study. The whole group from which the samples have been drawn is technically known as universe or population and the group selected for the study is known as sample.

In the present study the universe is the total population if the four selected areas:

Shankaramatam road Dwarakanagar sitampeta Gurudwara As the universe is too much large so I decided to take only 140 retailers in the Visakhapatnam market as our size for the convenience of my study. The sample is very small as compared to the universe which may inconvenient yet it fulfills the aim of the topic selected to be studied. As sampling method simple random sampling design was taken. Because the samples or the respondents were selected on the random basis without any bios.

DATA COLLECTION (TOOL AND TECHNIQUES USED) Data are of two types i.e. Primary and Secondary. To collect primary data from different source, along with samples, different tools and techniques will be used. To collect data from a universe, along with samples, different tools and techniques are used. The methods of primary data collection i.e. adopted that that present study are interview method (structured), questionnaires method (both open and closed ended) and also the observation method. Also the secondary data were collected through newspapers, articles, and Internet.

DATA ANALYSIS (STATISTICAL TECHNIQUE) The Statistical techniques used in the study are: Pi-Chart

DATA ANALYZING TOOLS: After gathering the data from the Primary and secondary sources the data was analyzed, tabulated and interpretations were written down with the help of graphs and charts, with the help of Microsoft Excel and Microsoft Word

LIMITATIONS OF THE STUDY I have done my market survey only in areas of Shankaramatam road, sitar peat, Gurudwara, and Dwarakanagar of Visakhapatnam. When the customers were in the outlets I had to wait patiently to get information Some of the outlets showed the attitude towards me. I took time to get their confidence Some retailers were extremely unhappy with the company support and after sales service

Some of them could not get total flavors due to which they nagged Pepsi schemes given by the company were found different from place to place due to which retailer were not satisfied

A number of retailers (pan-shop) being illiterate, it took us lot of time in collecting information. The mere information which we get from the retailers is not sufficient to arrive at a conclusion. The seasonal changes affect the sell.

CHAPTER-2
The FMCG Sector ABOUT THE SOFT DRINK

ABOUT THE PEPSI SOFT DRINK MISSION VISION

PEPSICO IN INDIA HEIGHLIGHTS OF PEPSICO IN INDIA ORGANIZATIONAL STRUCTURE PRODUCT PROFILE

INTRODUCTION The FMCG Sector The FMCG sector represents consumer goods required for daily or frequent use. The main segments of this sector are personal care (oral care, hair care, soaps, cosmetics, and toiletries), household care (fabric wash and household cleaners), branded and packaged food, beverages (health beverages, soft drinks, staples, cereals, dairy products, chocolates, bakery products) and tobacco. The Indian FMCG sector is an important contributor to the country's GDP. It is the fourth largest sector in the economy and is responsible for 5% of the total factory employment in India. The industry also creates employment for 3 m people in downstream activities, much of which is disbursed in small towns and rural India. This industry has witnessed strong growth in the past decade. This has been due to liberalization, urbanization, increase in the disposable incomes and altered lifestyle. Furthermore, the boom has also been fuelled by the reduction in excise duties, de-reservation from the small-scale sector and the concerted efforts of personal care companies to attract the burgeoning affluent segment in the middle-class through product and packaging innovations. Unlike the perception that the FMCG sector is a producer of luxury items targeted at the elite, in reality, the sector meets the every day needs of the masses. The lower-middle income group accounts for over 60% of the sector's sales. Rural markets account for 56% of the total domestic FMCG demand. Many of the global FMCG majors have been present in the country for many decades. But in the last ten years, many of the smaller rung Indian FMCG companies have gained in scale. As a result, the unorganized and regional players have witnessed erosion in market share. History of FMCG in India In India, companies like ITC, HLL, Colgate, Cadbury and Nestle have been a dominant force in the FMCG sector well supported by relatively less competition and high entry barriers (import duty was high). These companies were, therefore, able to charge a premium for their products. In this context, the margins were also on the higher side. With the gradual opening up of the economy over the last decade, FMCG companies have been forced to fight for a market share. In the process, margins have been compromised, more so in the last six years (FMCG sector witnessed decline in demand). Current Scenario The growth potential for FMCG companies looks promising over the

long-term horizon, as the per-capita consumption of almost all products in the country is amongst the lowest in the world. As per the Consumer Survey by KSA-Technical, of the total consumption expenditure, almost 40% and 8% was accounted by groceries and personal care products respectively. Rapid urbanization, increased literacy and rising per capita income are the key growth drivers for the sector. Around 45% of the population in India is below 20 years of age and the proportion of the young population is expected to increase in the next five years. Aspiration levels in this age group have been fuelled by greater media exposure, unleashing a latent demand with more money and a new mindset. In this backdrop, industry estimates suggest that the industry could triple in value by 2015 (by some estimates, the industry could double in size by 2010). In our view, testing times for the FMCG sector are over and driving rural penetration will be the key going forward. Due to infrastructure constraints (this influences the cost-effectiveness of the supply chain), companies were unable to grow faster. Although companies like HLL and ITC have dedicated initiatives targeted at the rural market, these are still at a relatively nascent stage. The bottlenecks of the conventional distribution system are likely to be removed once organized retailing gains in scale. Currently, organized retailing accounts for just 3% of total retail sales and is likely to touch 10% over the next 3-5 years. In our view, organized retailing results in discounted prices, forced-buying by offering many choices and also opens up new avenues for growth for the FMCG sector. Given the aggressive expansion plans of players like Pantaloon, Trent, Shoppers Stop and Shop rite, we are confident that the FMCG sector has a bright future. ABOUT THE SOFT DRINK Soft drink has been part of American lifestyle for more than 100 years. Many of todays soft drinks are the same as the first ones enjoyed in the 1800s. Soft drink production begins with creation of flavored syrup using a closely guarded company recipe. The syrup is mixed with purified water and then carbonated by adding carbon dioxide gas under pressure. This carbonation creates the tingle fizz that gives soft drinks a refreshing taste. Now for a closer look at soft drink ingredients Like other foods, the ingredients that are used in making soft drink are approved and closely regulated by the US Food and Drug Administration (FDA). All the ingredients used in soft drinks are found in a variety of other foods. WATER Soft drink production starts with a pure source of water. Regular soft drink contains 90% water while diet soft drink contains up to 99% water Drinking water contains trace amount of various elements that affect its taste. You have probably noticed that top differ in carious regions of the county. Bottler use sophisticate filtering and other

treatment equipments to remove any residual impurities and to standardize the water used to make soft drinks. Thats why your favorite soft drink tastes the name in New York as it dies in India.

CARBON DIOXIDE A colorless and odorless gas, carbon dioxide is the essential characterizing ingredient in all carbonated beverages. It is given off when we breathe and is used by the plants to product oxygen. When dissolved in water, carbon dioxide imparts taste. For that reason natural sources of carbonated. Of effervescent, mineral water were once highly prized. These rare mineral water were once also believed to have beneficial medicinal properties. Efforts to make and sell artificial effervescent mineral water underway Europe and US by 1800. It was the innovative step of adding flavors to these popular soda water that gave birth to the soft drink beverages we enjoy today. In these days of soft drink manufacturing, carbon dioxide was made from sodium salts. This is why carbonated beverages were called, sodas or soda water. Today bottlers buy pure carbon dioxide as a compressed gas in the high-pressure cylinders. Carbon dioxide gas is absorbed into flavored soft drink in a carbonator machine just before the container is sealed. While under pressure and chilled, soft drink may absorb up to four times the beverage volume of carbon dioxide.

FLAVORS One of the most important ingredients in the soft drinks is flavoring. Most soft drink bottles mix many individual flavors to create distinctive tastes. Natural Flavors in the soft drink come from spices, natural extracts and oils. Fruit flavored soft drink such as orange and lemon-lime often contains natural fruit extracts. Other flavors such as root beer and ginger are contain flavoring made from herbs and spices. There are also some artificial or man made flavoring used in soft drinks. Nature does not produce enough of some flavors to satisfy world demand. Also some flavors are limited geographically and seasonally. COLORS Many people do not realize important color is to taste perception. Color affects our psychological impression of food. If you dont believe it. Try eating a familiar food in the dark. The color used in the food and beverages comes both from natural and synthetic sources. CAFFEINE Caffeine is substance that occurs naturally in more than 60 plants including coffee beans, tealeaves, kola nuts and cocoa beans. In some cases, small amounts of caffeine are added to soft drinks as a part of the flavor profile. The amount of caffeine in soft drinks is only a fraction of that found in an equal amount of coffee or tea.

Caffeine has a classic bitter taste that enhances other flavors. It has been part of almost every cola and pepper type beverage since they were first formulated more than 100 years ago and has been enjoyed in coffee, tea and chocolate beverages for centuries. Even though some people feel the effects of caffeine are harmful, scientific research has refused these claims. The ling history of caffeines use confirms that it is safe when consumed in moderation. For people who wish to restrict their caffeine intake, many caffeine free soft drinks are available. ACIDULANTS Similar to fruit juices and many other food products, most drinks are slightly acidic. Acidulates add a pleasant tartness to soft drinks for one or two common food acidulates (phosphoric acid and citric acid) occasionally; other acidulates such as malice acid is also used. PRESERVATIVE Soft drinks do not normally get spoiled because of their acidity and carbonation. However, storage conditions and storage tome can sometimes impact taste and flavor. For this reason some vs. contains small amounts of preservatives that are commonly used in many foods. POTASSIUM Potassium is another essential nutrients found in many natural and man made food ingredient like sodium, potassium exists naturally in drinking water and therefore, in soft drinks. Small amount of potassium are also found in some of the flavoring agents and other ingredients used in soft drinks. SODIUM Because the name soda pop and soda water were associated with early soft drinks. Many people falsely believe that carbonated beverages contains significant amount of sodium. That is true. Sodium, the name form of various salts, is present in many natural and man made compounds. It is an essential nutrient responsible for regulating and transferring body fluids. As well as other important body functions. Although an adequate daily intake of sodium is necessary for good health, excessive consumption has been to high blood pressure in some people.

SWEETENERS Non-diet soft drinks Most regular (non-diet) soft drinks are sweetened with either sucrose or high fructose corn syrup, (HFCS). A mixture of these sweeteners many also be used. Sucrose, the familiar sweetener in your sugar bowl, cines firm sugarcane or sugar beets.

SOFT DRINKS CAN BE MADE BY FOLLOWING STEPS Process flow d During my visit to Pearl bottling pvt.Ltd Visakhapatnam, I saw 1. Water treatment plant, where water is purified. 2. Bottle washing plant, where used glass bottles are washed 3. Syrup room, where syrup is prepared from sugar. 4. Bottle filling plant, where bottles are filled with the final product. 5. Acid room, where custic soda is kept, which is used for cleaning the equipments and pipelines after every batch of production. 6. Yard for keeping empty bottles and ware houses for storing the filled bottles.

1START WITH PURE WATER! Soft drinks begin with purified water (much clearer than the tap water you drink at home). The soft drink manufacturer filters tap water through fine, clean sand and gravel to get rid of any undisclosed impurities that may pass through the finished drink and ensures that the water does not contain any unwanted particles.

2ADD THE FLAVOUR Once the water is purified, flavorings are added. These are prepared from natural and nature identical sources and are added to a mixture of sugar and purified water to make syrup. This forms the soft drink base. 3NEXT STEP, ADD THE BUBBLES

The purified water and syrup base are then blended together to form a 'still' drink and then mixed with carbon dioxide gas (CO2) in a machine called a carbonator.

4FILLING THE BOTTLES After the drink has been carbonated, it is transferred under pressure to the filling machine. Here, the bottles or cans are filled and are then passed by conveyor belt to the sealing machine.

5THE FINAL STAGE The sealed bottles and cans are still quite cold at this stage, and if packed at this temperature, moisture which forms on the container because of condensation would cause the cartons to become wet and less manageable. To prevent this, the bottles and cans are passed through a hot water spray to bring them up to 'room' temperature.

6LABELS & PACKAGING Most soft drink bottles have labels applied by a labeling machine. There are still some bottles, mostly returnable, which have the label information printed directly on to the glass. Cans also have the label printed on them, before they arrive at the soft drink manufacturing plant.

ABOUT THE PEPSI SOFT DRINK Pepsi is a soft drink produced and manufactured by PepsiCo. It is sold in many places such as retail stores, restaurants, schools, cinemas and from vending machines. The drink was first made in the 1880s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was trademarked on June 16, 1903. There have been many Pepsi variants produced over the years since 1898. In October 2008, Pepsi announced they would be redesigning its logo and re-branding many of its products by early 2009.Countries such as Australia and Incontinent to use the old design on all packaging. PepsiCo entered India in 1989 and has grown to become one of the countrys leading food and beverage companies. One of the largest multinational investors in the country, PepsiCo has established a business which aims to serve the long term dynamic needs of consumers in India. PepsiCo India and its partners have invested more than U.S.$1 billion since the company was established in the country. PepsiCo provides direct and indirect employment to 150,000 people including suppliers and distributors. PepsiCo nourishes consumers with a range of products from treats to healthy eats that deliver joy as well as nutrition and always, good taste. PepsiCo Indias expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP, Miranda and Mountain Dew,

in addition to low calorie options such as Diet Pepsi, hydrating and nutritional beverages such as Aquafina drinking water, isotonic sports drinks - Gatorade, Tropicana100% fruit juices, and juice based drinks Tropicana Nectars, Tropicana Twister and Slice. Local brands Lahar Evervess Soda, Dukes Lemonade and Mangola add to the diverse range of brands.

PepsiCos foods company, Frito-Lay, is the leader in the branded salty snack market and all Frito Lay products are free of trans-fat and MSG. It manufactures Lays Potato Chips; Cheetos extruded snacks, Uncle Chips and traditional snacks under the Kurkure and Lahar brands. The companys high fiber breakfast cereal, Quaker Oats, and low fat and roasted snack options enhance the healthful choices available to consumers. Frito Lays core products, Lays, Kurkure, Uncle Chips and Cheetos are cooked in Rice Bran Oil to significantly reduce saturated fats and all of its products contain voluntary nutritional labeling on their packets. The group has built an expansive beverage and foods business. To support its operations, PepsiCo has 43 bottling plants in India, of which 15 are company owned and 28 are franchisee owned. In addition to this, PepsiCos Frito Lay foods division has 3 state-of-the-art plants. PepsiCos business is based on its sustainability vision of making tomorrow better than today. PepsiCos commitment to living by this vision every day is visible in its contribution to the country, consumers and farmer

MISSION STATEMENT:

VISION:

The vision of the company is to improve in all aspects in which they operate. By improving in social and economical environment, they want to make tomorrow better than today

 Type Founded Headquarters Key people President & CEO Industry Products: Pepsi

Public (NYSE: PEP) 1965 New York, USA Indra Nooyi, Chairwoman,

Food and beverage

Tropicana Products Gatorade Lay's Doritos Frappuccino (for Starbucks) Mountain Dew

Operating income $6.44 billion USD (2006) Net income profit margin Employees $5.64 billion USD (2006) 16.06% 153,000(2005)

A Brief Pepsi History 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 century he had a soda fountain in his drugstore, where 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 Pepsi 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 ninetyseven shares of stock for Bradhams new company were issued. the he

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. 1936 - Pepsi grants 94 new U.S. franchises and year-end profits reach $2,100,000. 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.

1943 - Pepsi's theme line becomes "Bigger Drink, Better Taste." 1948 - Corporate headquarters moves from Long Island City, New York, to midtown Manhattan. 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. Twelve-ounce Pepsi cans are first introduced to the military to transport soft drinks all over the world. 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." 1997 - In the early part of the year, Pepsi pushes into a new era with the unveiling of the Generation Next campaign. Generation Next 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. 1998 - Pepsi celebrates its 100th anniversary. PepsiCo. Chairman and CEO Roger A. Enrico donate his salary to provide scholarships for children of PepsiCo employees. Pepsi introduces Pepsi One - the first one calorie drink without that diet taste!

PEPSICO IN INDIA PepsiCo gained entry to India in 1988 by creating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture marketed and sold Lahar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCo bought out its partners and ended the joint venture in 1994. Others claim that firstly Pepsi was banned from import in India, in 1970, for having refused to release the list of its ingredients and in 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards. These controversies are a reminder of "India's sometimes acrimonious relationship with huge multinational companies." Indeed, some argue that PepsiCo and The CocaCola Company have "been major targets in part because they are wellknown foreign companies that draw plenty of attention." In 2003, the Centre for Science and Environment (CSE), a nongovernmental organization in New Delhi, said aerated waters produced by soft drinks manufacturers in India, including multinational giants PepsiCo and The Coca-Cola Company, contained toxins, including linden, DDT, marathon and chlorpyrifos pesticides that can contribute to cancer, a breakdown of the immune system and cause birth defects. Tested products included Coke, Pepsi, 7 Up, Miranda, Fanta, Thums Up, Limca, and Sprite. CSE found that the Indian-produced Pepsi's soft drink products had 36 times the level of pesticide residues permitted under European Union regulations; Coca Cola's 30 times. CSE said it had tested the same products in the US and found no such residues. However, this was the European standard for water, not for other drinks. No law bans the presence of pesticides in drinks in India.

The Coca-Cola Company and PepsiCo angrily denied allegations that their products manufactured in India contained toxin levels far above the norms permitted in the developed world. But an Indian parliamentary committee, in 2004, backed up Cases findings and a government-appointed committee, is now trying to develop the world's first pesticides standards for soft drinks. Coke and PepsiCo opposed the move, arguing that lab tests aren't reliable enough to detect minute traces of pesticides in complex drinks. On December 7, 2004, India's Supreme Court ruled that both PepsiCo and competitor. In 2006, the CSE again found that soda drinks, including both Pepsi and Coca-Cola, had high levels of pesticides in their drinks. Both PepsiCo and The Coca-Cola Company maintain that their drinks are safe for consumption and have published newspaper advertisements that say pesticide levels in their products are less than those in other foods such as tea, fruit and dairy products. In the Indian state of Kerala, sale and production of Pepsi-Cola, along with other soft drinks, has been banned. Five other Indian states have announced partial bans on the drinks in schools, colleges and hospitals. Highlights of PepsiCo in India: World leader - Convenient Foods and Beverages Revenues of more than $35 billion More than 1,68,000 employees Available in nearly 200 countries and territories Groups 37 bottling plants in India 16 are company owned and 21 are franchisee owned Tropicana was acquired in 1998 and PepsiCo merged with The Generates direct employment for more than 4000 people in India and Set up 8 Greenfield sites in backward regions of different states.

Quaker Oats Company in 2001 indirect employment for 60,000 people PepsiCo intends to expand its operations and is planning an investment of approximately US$ 150 million in the next two-three years.

 Lay

Annual exports from India are worth over U.S$60 million PepsiCo Founded in 1965 through the merger of Pepsi-Cola and FritoPepsiCo entered India in 1989

ORGANIZATIONAL STRUCTURE

MD

DIRECTOR

CEO

HR

HOS

TDM

MDM

BDM

CE

ME

PSR

MERCHANDISER

TDM- Treteric development manager. MDM-Marketing development manager

BDM- Business development manager ADC- Account development co- coordinators CE ME- Chief executive Merchandising executive

PSR- Presales representative RARoute agent

MDC- Marketing development co-coordinator MFM- Merchandising friezing manager

LOGOS OF THE COMPANY

PRODUCT PROFILE
PEPSI Crystal Pepsi Pepsi Blue Pepsi Gold Pepsi ONE Pepsi Max Pepsi Diet Pepsi Lime

MIRINDA Miranda Sorbet Miranda Orange

MOUNTAIN DEW 7 UP

 SLICE TROPICANA AQUAFINA LEHAR SODA

Lahar Soda

This is a soda drink. It has no color and no flavors. It is generally used with alcohol and used by adults.

7 UP
Type Manufacturer PepsiCo (elsewhere) Country of United States Origin Introduced Variants Related products 1929 dell, 7 Up Plus Dr Pepper, Sprite Lemon-lime soda Cadburys (U.S.),

Miranda
Mirinda is a brand of soft drink available in fruit varieties including orange, grapefruit, apple, strawberry, pineapple, banana, and grape flavors. It is part of a beverage area often referred to as the flavor

segment, comprising carbonated and non-carbonated fruit-flavored beverages. The orange flavor of Mirinda represents the majority of Mirinda sales worldwide.

Mountain Dew
Type Manufacturer Country of origin Introduced Citrus soft drink PepsiCo, Inc. United States 1964 (nation-wide) Diet Mountain Dew Caffeine Free Diet Mountain Dew Variants Caffeine Free Mountain Dew Mountain Dew Code Red

Slice
Type Manufacturer Country of origin Introduced Related products Flavored soft drink PepsiCo, Inc. USA 1984 Sierra Mist, Sprite, Fantail, Teem

Aquafina

Type Manufacturer Country of origin Introduced

Water Beverage PepsiCo, Inc. United States 1994

Product Slice s PepsiSlice Slice(tetra Pepsi pack) Pepsi Soda PepsiSoda Pepsi(CAN) Aquafina Tropicana Pepsi (DIET) Tropicana 7up 7up 7up 7up 7up (can) Mirinda Mirinda Mirinda Mirinda Mirinda (CAN) Mountain Dew Mountain Dew Mountain Dew ity

Quant 500ml 1.2 200ml L 200ml 300ml 600ml 300ml 2L 600ml 250ml 200ml 330ml 1l 200ml 300ml 600ml 2L 250ml 200ml 300ml 600ml 2L 250ml 200ml 600ml 2L

PRICE New MRP 22 8 48 10 12 20 5

Trade Price 498.00 532.00 168 285.00 214.00 454.00 108.00 459.00 264.00 330.00 144.00 391.00 564.00 735.00 168.00 214.00 454.00 459.00 330.00 168.00 214.00 454.00 459.00 330.00 168.00 454.00 459.00

55 12 15 15 25 15 8 70 10 20 55 15 8 10 20 55 15 8 20 55

Slogans
1939: "Twice as Much for a Nickel" 1950: "More Bounce to the Ounce" 1958: "Be Sociable, Have a Pepsi" 1961: "Now It's Pepsi for Those Who Think Young" 1963: "Come Alive, You're in the Pepsi Generation". 1967: "(Taste that beats the others cold) Pepsi Pours It On". 1969: "You've Got a Lot to Live, Pepsi's Got a Lot to Give". 1973: "Join the Pepsi people (feeling free)". 1975: "Have a Pepsi day". 1979: "Catch that Pepsi spirit". David Lucas composer 1981: "Pepsi's got your taste for life". 1983: "Pepsi's Now!" 1984: "The Choice of a New Generation". 1986: "We've Got The Taste" (Commercial with Tina Turner) 1991: "Gotta Have It." 1995: "Nothing Else is a Pepsi". 1997: "Generation Next". 1999: "Ask for More"/"The Joy of Pepsi-Cola". 2003: "It's the Cola"/"Dare for More". 2005: "Wild Thing"/"Ask For More" (With Jennifer Lopez & Beyonc Knowles) 2007: "More Happy"/"Taste the one that's forever young".

This chapter has touched through some of the concept of market research, consumer behavior and channel of distribution in relation to PEPSI. This chapter will tell you how the project has been gone through to achieve its ultimate aim increased sales.

CHAPTER-3..
THEORITICAL BACKGROUND
o MARKETING MIX o MERCHANDISING POLICY o PEPSI-THE INDIAN EXPERIENCE o SWOT ANALYSIS o PEST ANALYSIS

Introduction

Marketing needs a framework that begins and ends with the customer; marketing tools by themselves do not achieve marketing objectives. There is an intermediate step between the deployment of marketing tools and achievements of marketing objectives. A marketing network consists of the company and its supporting stakeholders (customers, suppliers, distributors, retailers, ad-agencies and other) the operating principle is simple: build an effective network of relationships with key stakeholders and profit will follow. A set of marketing tools, the firm uses to pursue its marketing objectives marketing. are called marketing-mix. These tools can be classified into four groups which are called the 4 Ps of

THE MARKETING MIX-4 PS WITH SPECIAL REFERENCE TO PEPSI:

Product: A business needs to consider the products that it produces and the stage of the product life cycle that a product is at. Marketing strategies will vary according to the type of product and its stage in the life cycle. In case of Pepsi, in the rural markets, the 300ml bottle and now days the new small or commonly known as the chota Pepsi is very much popular. The Pepsi Co. is even thinking of introducing their new Pepsi-Aha, but presently they are concentrating more on the normal Pepsi as the rural market is a niche market. Pepsi is even successful in introducing the big 1-1.5 liter PET bottles in the rural markets. These big bottles are very popular during big festivals and marriages. Price:

PRICING POLICIES
The company first has to decide what it wants to accomplish with its particular product offer. If the company has selected its target market and market positioning carefully, then its marketing mix strategy-including price will be fairly straight forward.

DETERMINING DEMAND
Each price that the company might charge will lead to a different level of demand and will therefore have a different impact on its marketing objectives. The relation between alternative prices that might be charged in the current time period. In the normal case, demand and price are inversely related. That is, the higher the price, the lower the demand, and the lower the price, the higher the demand. Demands set a selling on the price that the company can charge for its product. And company costs set the floor. The company wants to charge a price that covers its cost of producing, distributing, and selling the product, including a fair return of its effort and risk.

SELECTING A PRICING METHOD

Given the three Cs the customers demand schedules, the cost function and competitors the company is now ready to select a price. Within the range of possible determined by market demand and costs, competitors costs, prices, and possible price reaction help the firm establish where to set its price. The PepsiCo Pvt. Ltd needs to benchmark its costs against its competitors costs to learn whether it is a operating at a cost advantage or disadvantage. The company also needs to learn the price and quality of competitors offers. The firm sends out comparison shoppers to price and assess competitors offers, acquire competitors price lists, buy competitors equipments and take it apart, and ask buyers how they perceive the price and quality of each competitors offer. Once the company is aware of competitors prices and offers, it uses them as an orienting point for its own pricing. If the firms offer is similar to a major competitors offer, then the firm will have to price close to the competitors or lose sales. If the firms is inferior, the firm will not be able to charge more than the competitors. If the firms offer is superior, the firm can charge more than the competitors.

The firm must be aware, however, that competitors might change their prices in response to the firms price. In other words we can say that the Lumbini Beverages adopt the going rate pricing method. In going rate pricing, the firm pays les attention to its own costs or demand and bases its price largely on competitors prices.

Place
The entire marketing in this case is divided into three parts: Route marketing Home marketing At work marketing

ROUTE MARKETING:Outlets coming under this market cater to the needs of those customers who are engaged in shopping, eating out in restaurants, going to and from work, in amusement centre etc. in simpler words this marketing is what we call the bazaar.

HOME MARKETING:Outlets coming under this market cater to the needs of those customers who buy soft drink predominantly for home consumption either by the glass bottles, pet bottles. The shops targeted under this category are those which are located inside residential complex or are located nearer to the residential areas. These shops predominantly sale pet bottles.

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

Promotion
SALES PROMOTIONAL ACTIVITY
Sales promotion a very ingredients in the marketing companies consists of a collection of incentive tools, mostly short term, designed to stimulate quicker or grater purchase of particular product or services by customers. Promotional activities play a key role in the entire marketing effort being carried out by LUMBINI BEVERAGA which is in sync with those of PEPSI CO. INDIA. These promotional activities generate more sales as well as create a good image of the Product in the mind of customers. . Promotion tools used by PEPSI company of its marketing activities are: 1. Point of sale display 2. Incentive to Retailers 3. Sales promotion through sponsoring special events. 4. Sales promotion through various schemes. 5. Advertising. 6. Scratch coupon card 7. Free gift items. Point of sale display: As it is mentioned that soft drink are kept in FMCG category so it is very necessary to make a proper display of its product. General consumer demands the thing which he looks first. Because in FMCG product consumer is not too much concern about product. So outlet owners are suggested to keep bottles in stand and keep it out of the shop. So that customers have an eye contact with product as he enters the shop. 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 rand which is readily available and catches the customer. For this reason PepsiCo invest heavily in this categories by supplying the shop owners with stands so that they can keep the bottles outside on those stands so that customer have an eye contact with them as he/she is entering the shop. Also PEPSI supply the shop with visi-coolers with a glass front so that cooled bottles can be seen by the customers for

making the decision on the flavor that person is going to buy. Apart from these PepsiCo takes keen in the other type strategies like painting the walls of the shops with the PEPSI logo and the shop name. This increases the visibility of the brand among the customer when he/she enter the shop. Incentive to Retailers:Another method of sales promotion is to give incentive scheme to retailer, under this promotional method retailers are given a target regarding the minimum no. of crates that they have to sale in that period, on achieving the target the dealer is given attractive prizes which ranges from free bottles, gift items. SPONSORING SPECIAL EVENT:PEPSI is sponsoring various events which include cricket matches, local events like quiz competitors, Parties, local sports, Orchestra, cultural programmed etc. Advertising Policy:Advertising is considered the most important tool to increase sales. PEPSI uses various methods to advertise its product; advertising is made through TV channels, Radio, magazines, Newspaper, Banners etc. Scratch Coupon Card:Scratch card is another type of tool which helps to increase sales. In scratch card the name of the gift item is printed and a layer is covered that prize name. Outlet owner are given that card and after scratching whatever they get company distribute it among them. PEPSI has distributed scratch card by which outlets owners are facilitated by torch, 600ml pet, 300ml liquid etc. MERCHANDISING POLICY In todays fast moving industry and highly competitive market, only those products are likely to be purchased which are capable of hitting the impulse of the consumers. The products appeal should be penetrate of consumers mind. The concerned product should induce to consumers.

PEPSI believes that JHO DIKHTA HAI WO BIKTA HAI i.e. any product which is visible is bound to be sold. Method of merchandising The following methods are used to increase the visibility of product. 1. Visi-cooler placement 2. Glow Signboard 3. Paintings 4. Crate Stacking 5. Umbrella 6. Banners Besides the advertisement being carried out by the Pepsi Food Pvt. Ltd. the PepsiCo uses many media message, copy etc. when required by them but one single factor which is very important is that the main head line or slogan must remain the same as used by each Pepsi Food (Soft drink) company on national level. The main slogan being used by Pepsi food (soft drink) all over India for its cola product has been. The choice of a new generation. But past two years, it was dropped and introduced new slogan, Yahi Hai Right Choice Baby and then Yeh Dil Mange More. These characters have been used to advertisement from 1991 to 2003. 1. 1991 Remo Fernandis and Juhi Chawla 2. 1992 Kapil Dev with Growl Buddhist 3. 1993 Amir Khan 4. 1994 Md. Azharuddin, Sachin Tendulkar and Kambli 5. 1995 Akshay Kumar. 6. 1996 Md. Azharuddin and Sachin Tendulkar

7. 1997 Rahul Dravid 8. 1998 Shahrukh Khan & Amitabh Bacchan 9. 1999 Govinda & Rani Mukherjee 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 1999 Sachin Tendulkar & Shahrukh Khan 2000 Ajay Jadeja, Kajol 200 ml 2001 Amitabh Bachchan & Sorav Ganguly 2002 Fardeen Khan, Rahul Khanna 2003 Ganguli, Dravid, Harbhazan, Zahir, Kaif, Shahrukh Khan. 2003 Kareena Kapoor for Pepsi 200 ml. 2005 Sahrukh Khan, for Pepsi 200 ml. 2006 Sahrukh Khan, Kareena Kapoor, Priyanka Chopra 2007 Sahrukh Khan, Kareena Kapoor, 2008 Sahrukh Khan, John Abraham 2009 Mahendra Sing Dhoni Deepika padukone.

The other advertisement for its product slice is Jab Gale Se Jayada Pet Ho Pyasa Pepsi is Oye Babli Hai Babli and Mirinda Lemon is Jor Ka Jhatkha Dhire Se Lage.

PEPSI-THE INDIAN EXPERIENCE Pepsi entered the Indian soft drink market in 1988 and began its production in May 1990 and soon it was giving the local contenders the run for their memory in the soft drinks market. It came out with dazzling marketing innovation that rocket the Cola market live selling the product through functional Pepsi outlets. Its advertisement agency was Hindustan Thomson Association (HTA). Pepsi good is one of the largest and best foreign investments in India. Pepsi has distributed exclusive franchises in India to bottle its products. At present it has 40 bottling lines in the country. Pepsi owns 16 units and the rest are owned by franchises. The two salient features of the consumers market in India are generally prevailing, low purchasing capacity of consumer and the fact that urban consumer responding about 30% of the total population account for nearly 70% of the consumers of the consumer expenditure. The government of India has considered the soft drinks industry as non-essential. As a result of the excise duty levied by the government on bottled-soft drink is very high. The soft drinks industries in India has an annual sales exceeding more than Rs. 300 crores and most of the bottling companies have been coursing well. The exit of Coca cola from India has accelerated the growth of several Indian companies have grown and expanded their activities by placing more and more of their soft drinks in the market and by moving refrigeration by supplying ICE-BOX and VISI COOLER and one fridge

to their retailers.

 Strengths: attributes of the organization that is helpful to achieving the objective. Weaknesses: attributes of the organization that is harmful to achieving the objective. Opportunities: external conditions that is helpful to achieving the objective. Threats: external conditions which could do damage to the business's performance.

STRENGTH: 1) Good market penetration. 2) Motivated channel partner. 3) Well defined routes. WEAKNESS: 1) All brands were not available in at least 80% shops. 2) Complaint handling was not up to mark. 3) Supply in certain area is very irregular and also route agents are not covering full routes.

4) Poor signage and display is making the routes week for the sale of Pepsi. 5) Interpersonal relationship with the company officials and the route agent is not satisfactory. OPPORTUNITY: 1) It is observed that in some newly establishing areas many new outlets are opening , Pepsi needs to concentrate on these new outlets and can gradually increase its sale in these area. 2) Large number of mix outlets can be changed to Pepsi exclusive and coke exclusive to mix only by luring them good and efficient supply, glow sign and cooling equipments. THREATES: 1) Coke is the only nearest competitor and it is catching up in the market penetration through price skimming and other promotional scheme. 2) Some local brands commonly known as kancha, Tip Top, Shine and the launch of Catch soft drink a product causing decrease in sale in some areas.

PEST Analysis:
The PEST analysis examines changes in a marketplace caused by Political, Economical, Social and Technological factors. P: Political change, from one party to another in control- for example the rise in private healthcare and the privatizations under Conservative governments.

Political Analysis for PepsiCo Non-alcoholic beverages fall within the food category under the FDA. The government plays a role within the operation of manufacturing these products in terms of the regulations. There are potential fines set by the government on companies if they do not meet the standard of laws. The following are some of the factors that could cause PepsiCo company's actual results to differ materially from the expected results described in their underlying company's forward statement are: Changes in laws and regulations, including changes in the accounting standards, taxation requirements, and environmental laws in domestic or foreign jurisdictions. Changes in the non-alcoholic business environment. These include, without limitation, competitive product and the pricing pressures and their ability to gain or maintain share of sales in the global market as a result of action by competitors. Political conditions, especially in the international markets, including civil unrest, government changes and restrictions on the ability to transfer capital across borders. Their ability to penetrate the developing and emerging markets, which also depends on the economic and political conditions, and how well they are able to acquire or form strategic business alliances with local bottlers and make the necessary infrastructure enhancements to the production facilities, distribution networks, sales equipment and technology. E: Economic change, for example a recession creating increased activity at the lower ends of the product price ranges. Rate of interest rises depressing business and causing redundancies and lower spending level. Economic Analysis for PepsiCo

Last year the U.S. economy was the strong and nearly every part of it was growing and doing well. However, things changed. Most economists loosely define a recession as the two consecutive quarters of contraction, or negative GDP growth. On Monday 26, the government officially declared that the U.S. has been in recession since March. However, because of the aggressive action by the Federal Reserve and the Congress it will be short and mild. The economy will return to the sustained, positive growth in the first half of 2002. Future Outlooks The Federal Reserve is doing all that it can help the economy to recover. They have cut the interest rate ten times in this year. The rate now lies at a 40-year low of 2.1%. Lowering the interest rates will ultimately excite consumer demand in the economy. Companies will expand and increase use of debt as a result of the low borrowing rate. PepsiCo can borrow money for investing in some other product as the interest rates are low. It can use the borrowing on the research of new products or technology. As researching for new products would cost less the PepsiCo Company will sell its products for less and the people will spend as they would get cheap products from the PepsiCo. Before the attacks on September 11, 2001, the US was starting to see the economy recover slightly and it is only just recently that they achieved economic levels. Consumers are now the resuming their normal habits, going to the malls, car shopping, and eating out at restaurant. However, many are still handling their money cautiously. They believe that with the lower inflation still to come, consumers will recover their confidence over the next year. The non-alcoholic beverage industry has high sales in countries outside the U.S. According to the Standard and Poor's Industry surveys, For major soft drink companies, there has been the economic improvement in the many major international markets, such as Japan, Brazil, and Germany."

These markets will be continued to play a major role in the success and the stable growth for a majority of the non-alcoholic beverage industry. S: Social change involves changing attitudes and the lifestyles. The increasing number of women going out to work, for example, led to the need for the time-saving products for the home. Social Analysis for PepsiCo Many U.S. citizens are practicing healthier the lifestyles. This has affected the non-alcoholic beverage industry in that many are switching to the bottled water and diet colas instead of beer and other alcoholic beverages. Also, time management has increased and is at the approximately 43% of all households. The need for the bottled water and other more convenient and healthy products are in important in the average day-to-day life. Consumers from the ages of 37yr-55yr are also increasingly concerned with the nutrition. There is a large population of the age range known as the baby boomers. Since many are the reaching an older age in life they are becoming more concerned with the increasing their longevity. This will continue to affect the non-alcoholic beverage industry by increasing demand overall and in the healthier beverages. T: Technological change - creates opportunities for new products and the product improvements and of course new marketing techniques- the Internet. Technological Analysis for PepsiCo

Some factors that cause company's actual results to differ the materially from the expected results are as follows: The effectiveness of the company's advertising, marketing and promotional programs. The new technology of the internet and television

which use special effects for advertising through media. They make some products look attractive. This helps in the selling of the products. This advertising makes the product attractive. This technology is being used in the media to sell their products. Introduction of cans and plastic bottles have increased the sales for PepsiCo as these are easier to carry and you can bin them once they are used.

CHAPTER-4
DATA ANALYSIS & INTERPRETAION FINDINGS SUGGESTIONS KEY POINTS CONCLUSION

QUESTIONARY BIBLIOGRAPHY

Pepsi products range occupied area

sl.no 1 2 3 4 AREA SHANKARAMATAM ROAD DWARAKANAGAR SETAMPETA GURUDWARA OCCUPIED 24 42 54 20

INTERPRETATION:From the above table, it can be interpreted that Shankaramatam road occupied 17%, DWARAKANAGAR occupied 30%, SETAMPETA occupied 54% and GURUDWARA occupied 14%. These descriptions belongs to total Pepsi retailers occupied in 4 area

RANGE OF PEPSI PRODUCTS

product Pepsi 7up Miranda slice mountain dew aquafina Miranda lemon lahars soda nimbooz Range 140 140 140 140 60 98 70 100 40

INTERPRETATION: In my survey of 140 outlets in four areas I found Pepsi brand of products are occupied. In that percentage Pepsi occupying 15%, 7up is occupying 15% and Miranda is occupying 15%, slice is occupied 15% mountain dew occupying 6%, Miranda lemon occupying 18%, lahar soda occupying 11%, aquafina occupying 11%, nimbooz occupying 4%.

PERCENTAGE OF RETAILER SELL BOTH PEPSI AND COCACOLA

Only Pepsi products Pepsi and coca-cola products 93 47

INTERPRETATION: In my survey of 140 samples in four areas I found retailers who are selling Pepsi and coke products are occupying area wise like PEPSI occupied 66% ,

Percentage of signage in four areas

Area SHANKARAMATAM ROAD DWARAKANAGAR SETAMPETA GURUDWARA Signage 58 16 27 25

INTERPRETATION: In my survey of 140 outlets in four areas I found SHANKARAMATAM ROAD occupied 46%. DWARAKANAGAR occupying 13%, SETAMPETA occupying 21% GURUDWARA occupied 20%

No of Pepsi and Coke retailers

Area SHANKARAMATAM ROAD DWARAKANAGAR SETAMPETA GURUDWARA

Number 24 42 54 20

No of Pepsi and C oke retailers

G URUDW ARA 14% S HA NK ARAM A T A M RO A D 17% S H A N K A R A M A TA M R O A D DW ARA KANAG A R S E TA M P E TA 39% DW ARAK ANAGA R 30% S E TA M P E T A GURUDW A RA

INTERPRETATION: In my survey of 140 samples in four areas I found retailers who are selling Pepsi and coke products are occupying area wise like SHANKARAMATAM ROAD occupied 24 %, DWARAKANAGAR occupied 42%, A SITAMPETA occupied 39% and GURUDWARA occupied 30%.

AREA WISE DAILY SALES

AREA SHANKARA MATAM ROAD 18 25 35 10

DWARAKAN AGAR 2 12 11 5

SETAMP GURUDW ETA ARA 1 3 5 3 1 2 3 2

TOTAL 88

1-CASE 2-CASE 3-CASE 4-CASE

30 12 8

S H A N K A R A M A TA M RD W D R A K A N A G S E TA M P E TA U R U D W A R A OAA AR G

5% 5% 9%

81%

INTERPRETATION: In my survey of 140 samples in four areas I found retailers who are selling Pepsi brand products are occupying area wise like SHANKARAMATAM ROAD occupied 81%, DWARAKANAGAR occupied 9%, SETAMPETA occupied 5% and GURUDWARA occupied 5%.

PERCENTAGE OF CASE WISE SALES

AREA 1-CASE 2-CASE 3-CASE 4-CASE

TOTAL 88 30 12 8

PERCENTAGE OF CASE WISE SALES 4-CASE 6% 3-CASE 9% 2-CASE 22% 1-CASE 2-CASE 1-CASE 63% 3-CASE 4-CASE

INTERPRETATION: In my survey of 10 samples in four areas I found totally 140 samples. In that selling1 case retailers are 63%, 2 case are 17%, 9% are selling three cases, 6% are selling four cases.

Percentage of rope and board

signage name rop board no signage

occupied area 17 19 64

INTERPRETATION: In my survey of 140 samples of four areas I found that ROP occupied 17%, board occupied 19%, and no signage occupied by 64%.

Brand of Rop

Brand of rop Pepsi 7up Miranda slice mountain dew aquafina Miranda lemon lahar soda nimbooz

number 16 5 0 0 0 0 0 0 0

INTERPRETATION: In my survey of 140 samples in four areas I found Pepsi brand of ROP is occupying 61%, 7up is occupying 21% and Miranda is occupying 13% in the total market in average. From this we can understand that the Pepsi brand rop is more than remaining all products of PepsiCo.

Age of Rop

Age of rop less than one yr 1 yr 2yr 3yr 4 yr more than 4yr

Years 1 7 9 2 0 2

more than 4yr 10% 4 yr 0% 3yr 10%

AGE OF THE ROP

less than one yr 5% 1 yr 33%

less than one yr 1 yr 2yr 3yr 4 yr

2yr 42%

more than 4yr

INTERPRETATION: In my observation of 24 rop outlets in four areas I found that 5% of rop age are less than one year, 33% of rop age are one year, 42% of rop age are two years, 10% of rop age are three years, 0% of rop age are four years and 10% of board age are more than four years

Brand of Board
Name of board Number

Pepsi 7up Miranda slice mountain dew aquafina Miranda lemon lahar soda nimbooz

11 10 0 2 0 0 0 0 0

INTERPRETATION:
In my survey 140 samples in four areas I found Pepsi brand of board is occupying 48%, 7up is occupying 43% in the total market in average. From this we can understand that the Pepsi brand board is more than remaining all products of PepsiCo

Type of board percentage

Type of board non lit front lit back lit loll lit

Number 16 5 3 0

type of board percentage lolly lit

back lit 13% 0%

front lit 21%

non lit 66%

INTERPRETATION:
In my survey of 140 samples in four areas I found totally four types of boards using. They are 21% of front lit, 13% of back lit, 66% of non lit, 0% lolly lit.

Age of Board
Age of board less than one yr years 0

1 yr 2yr 3yr 4 yr more than 4yr

7 5 6 0 6

INTERPRETATION: In my observation of 15 board outlets in four areas I found that 0% of board age are less than one year, 29% of board age are one year, 21% of board age are two years, 25% of board age are three years, 0% of board age are four years and 25% of board age are more than four years.

Percentage of members ask signage of Pepsi products

Ask signage didn't ask signage

32 11

INTERPRETATION: In my survey of 140 samples in four areas I found 74% of persons ask for signage and 26% of persons didnt ask Pepsi products signage.

Percentage of people get signage

ASK SIGNAGE

NUMBER

PROVIDE DINT PROVIDE

55 20

INTERPRETATION: In my survey of 140 samples in four areas I found 73% of persons ask for signage and 27% of persons didnt get Pepsi products signage.

After fixing signage growth of sales

Types INCREASED NOT INCREASED

Numbers 32 11

a fte r fix in g s ig n a n e g ro w th o f s a le s

NOT IN C R E A S E D 26% IN C R E S E D N O T IN C R E A S E D IN C R E S E D 74%

INTERPRETATION: In my survey of 140 samples in four areas I found 74% of sales increased and 26% of sales not increased in after fixing Pepsi signage.

Daily sales in Pepsi products

Cases of Pepsi products 1-case 2-cases 3-cases 4-cases more than 4 cases

Number 83 37 10 2 10

Daily sales in pepsi products

two cases 26% four three cases cases 1% 7% Other 8% one case 59% more thann four cases 7% one case two cases three cases four cases more thann four cases

INTERPRETATION:In my survey of 140 samples in four areas. I founded those 59 % cases of sales in one case, 26% of cases sales in two cases. 7% sales in 3 case, 1% sales in 4 cases, 7% sales in more than 4cases of daily sales

After fixing signage growth of sales

CASES one case two case three cases four cases more than four cases no change

NUMBERS 23 5 0 0 2 6

After fixing signane growth of sales

more than four three cases cases 0% 6% two case 14% no change 17% four cases 0%

one case two case three cases four cases more than four cases no change

one case 63%

INTERPRETATION: In my survey of 140 samples in four areas. I founded that 63% sales increased in one case, 14% sales increased in two case. 0% sales increased in 3 case, 0% sales increased in 4 cases, 6% sales increased in more than 4cases and 17% of no change in sales

FINDINGS

The collected data which were analyzed and came out with the following conclusion: The numbers of PEPSI outlets is more than the numbers of competitors outlets at Visakhapatnam that results in increase in sale of PEPSI products. In the city like Visakhapatnam, PEPSI products are reaching to every corner where not a single bottle of PEPSI can be seen. All the areas in Visakhapatnam, almost the retailers are satisfied with the distribution network of the PEPSI product. Most of the retailers want glow sign and chilling equipments, which they are asking from long time. In cola segment COCA-COLA is main competitor of PEPSI, in orange segment MIRINDA is the main competitor of FANTA, in lime segment 7UP and MOUNTAIN DEW is the main competitor of SPRITE, in juice (mango) segment SLICE is main competitor of MAAZA. Retailers are asking for the incentives and sales promotional schemes. Some retailers stops selling PEPSI products because they are not satisfied with the company, where COCA-COLA fulfill some of their demand and got the opportunity to make exclusive counter for the soft drinks. The young generation of people likes most PEPSI, 7UP and M.DEW while women, children and older people like SLICE and MIRINDA

Suggestions

 An inspection officer should be recruited who perform surprise inspection of the market and find out the problems. The vehicles of the agency should be inspected so the delivery should be maintained. Schemes should be provided to the customers not to the whole sellers. Accessories should be provided on the basis of sale. Check the selling of whole sellers at lower price than agency. Agency should be more honest in providing benefits to retailers. Salary of sales force should be increased so they may not do fraud with retailers to earn more.

MAIN KEY POINTS

 Service aspect of agencies is very effective, they deliver their product according to the demand a just in time. After conducting the market survey of retailer in Ghaziabad city, I analyze that Pepsi-Cola is dominating over Coca-Cola in the sale of PET. After analyzing the market and calculate the weightage, the result comes out that Mountain Dew is the leading product of Pepsi-Cola. Consumers do have a demand for 200 ml and 2 lit. Bottle. Retailers have problem in display material. Most of the place like cinema hall and educational institutions are dominated by Pepsi-Cola. Retailers have complaint regarding the PET, that more better quality bottle should be used. Aquafina (Pepsi-Cola) in Visakhapatnam city dominated Kinley (CocaCola) mineral water. Retailers have a demand of some offers and free gifts. Kinley soda (Coca-Coal) is also dominated by Lahar soda (Pepsi-Cola) in Visakhapatnam city. Maaza (Coca-Cola) is also dominated by Slice (Pepsi-Cola). It was seen that Lehar Soda (1 lit.) in particular remains short during the season.

 In the market there is only a retailer on which the sale of the different product of different company depends.

CONCLUSION

1. After visiting nearly 140 outlets I found that Pepsi & its Brands is not doing a

good job in the survey areas It is clear that Pepsi (58%) has lagging Coke (38%) in the soft drink market in Visakhapatnam region. If we compare it with Signage or display material than Pepsi has an edge over coke. 2. At this time it is solely depends on the retailer which brand he offers to the consumer? Although the company has been unable to satisfy the retailers. The company must take immediate steps in order to resolve its disputes with these retailers. 3. It was also found that the schemes that are brought up in the market by Pepsi & Coke after every couple of day is not making any net effect on the sale of Cola, whereas one is cannibalizing others market only. 4. It was also seen that Pepsi brand is better sold than coke. But it is Thumsup, which is making the major difference in the market. 5. The sale in age wise section, it was found that 200ml is sold in all the age groups with same frequency but 300ml is sold mostly in 16 to 45yr. of age group where as CAN is sold in hi younger generation only. Finally 2lit. Are used only for family or party purpose. 6. It was also seen that Pepsi brand is lagging the Coke especially in Muslim dominated area, which makes a major difference in the market.

BIBLIOGRAPHY
. www.pepsico.com

www.wikipedia.com

www.answer.com
www.google.com www.indiaifoline.com www.pepisco.com

Philip Kotler, Marketing Management

Thank you