DECLARATION

I here by inform that this project is result of my own work OF in the partial fullfilment AND of academic requirement. It is sole property of SAROJ INSTITUTE TECHNOLOGY MANAGEMENT, LUCKNOW and it is not allowed to be used, copied or edited by any person a prior written permission has to be taken from the appropriate authority.

ASHISH SRIVASTAVA

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ACKNOWLEDGEMENT
At the very outset of engaging myself in to the Project Report. I would like to express my sincere gratitude to all those who extended their not only to convey their best wishes but also to give me support on this hiundertone path. This Project Report on my eight weeks practical training in KTL Pvt. Ltd.Lucknow is a part of my course curriculum of my MBA. This project could not have been completed without timely suggestion advice and co-operation of a lot of persons. I am extremely thankful and pay my gratitude to Dr. Sanjay Ojha(Director, SITM ), Mrs. Shilpee Adhikari (HOD),Mr. Gaurav Bajpai (Dept.HOD) and Ms. Pallavi Goel (Lecturer) SAROJ INSTITUTE OF TECHNOLOGY AND MANAGEMENT, LUCKNOW for his valuable guidance and support on completion of this project in its presently . I am greatly obliged to Mr. Anil Dube (Sale Manager, KTL Pvt. Ltd. Lucknow) who accommodated me for training in this esteemed organization. I also acknowledge with a deep sense of reverence, my gratitude towards my parents and member of my family, who has always supported me morally as well as economically. At last but not least gratitude goes to all of my friends who directly or indirectly helped me to complete this project report.

PREFACE

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There is a famous saying The theory without practical is lame and practical without theory is blind. This modern era is era of consumers. Consumers satisfy themselves according to their satisfaction. It has been identified that in the beginning of 21st century the market was observed a drastic change. The needs and desires, so they choose that commodity from where they extract maximum

successful brand presents itself in such a way that buyers buy them in special values which match their needs. Marketing is an important part of any business and advertisement is the most important part of marketing. Summer training is an integral part of the MBA and student of Management have to undergo training session in a business organization for 8 weeks to gain some practical knowledge in their specialization and to gain some working experience. Our institution has come forward with the opportunity to bridge the gap by imparting modern scientific management principle underlying the concept of the future prospective managers. To the emphasis on practical aspect of management education the faculty of SAROJ EDUCATION GROUP
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has

with a modern system of practical training of repute and following management technique to the student as integral part of PGDM. in according with the above obligation under going project in Lumbini Beverages Pvt. Ltd Lucknow. The title of my project is A Brief Study of Effectiveness of Channel of distribution of Pepsi product in Lucknow Certainly this analysis explores my abilities and strength to its fullest extent for the achievement of organization as well as my personal goal.

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TABLE OF CONTENTS
Title page no. Declaration..i Acknowledgement..ii Executive summaryiii Prefaceiv

Introduction to the Study5 - 11

Objective of the Study Importance and relevance of the Study Scope of the Study

Introduction of the Soft Drinks in India..12-22

History of Soft Drinks in India History of Pepsi Production Process Product Manufactured and Main Consumer

Organizational Structure.23-27
Beverages Pvt. Ltd. Lucknow History and Organizational Structure of Lumbini

A Theoretical frame work of Channel of distribution28-32 Channel of distribution of Lumbini Beverages Pvt. Ltd. ..33-55 SWOT Analysis56-58 Research Methodology used in the study.59-60 Data analysis and interpretation..61-74 Findings.75-76 Suggestions & Recommendation77-78 Limitations..79 Conclusion 80-81
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Bibliography82
Annexure..83-84

INTRODUCTION

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INTRODUCTION

TO THE STUDY

So there can be a satisfaction from the organization side and When Mr. Rajeev Gandhi came into the power as Prime Minister of India, then it was expected economy. the liberalization of Indian This was the expectation of his modern concept

regarding every walk of life. When Pepsi has appealed on our collective consciousness of few years ago to be more exact in April 1989. When it set up operation for beverages snack foods and export business. business scenario. Despite love for ones own motherhood and traditional concept of Indian people it was assumed that it is very hard to make and create taste and preference about soft drinks but despite of having so many confusion, no one was able to assume such a wide acceptance and it was PepsiCo. Who could be able to penetrate in Indian soil and it was the Pepsi that has got not only a place in Indian hospitality, but also taken place of The establishment of Multinational Company Pepsi was supposing to prediction in present Indian

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traditional sharbat of lemon and sugar. And needless to say Generation next has become the slogan of the day. The first managing director was Mr. Ramesh Vanagal but present is Mr. P.M. Sinha in India. During these years beverages begin an exclusively franchise operating beverages now has five company owned bottling operation (COBO) the business expects to grow three times faster than the industry growth rate 1995 and its vision is to become INDIAS BEST CONSUMER PRODUCT COMPANY in all aspect. The snacks business has seen some major success and going for leadership too. Pepsi is a leader in the snacks food business. The division plans to introduction wide range of snakes in to Indian market in the next three years. The restaurant business has also come Kentucky Fried Chicken (KFC) has opened its first outlet at Bangalore Pizza but it also expected to open restaurants shortly city wise. Whole of the operations of Pepsi in India has made a rapid change in Indian life style, which is resulting in fast food life. Pepsi is a world leader in restaurant & soft drink whether it is in London or in Ludhiyana, America or Ahamedabad, Berlin or Bombay, Paris or Patna, Manchester orMadras. Pepsi company has pumped in Rs. 300 crores ($ 95 million) as fresh capital and has recently received permission from the foreign investment board in Rs. 300 crores ($95 million) more. The investment phase will continue and could add unto Rs. 700 crores over the next three years. The figure is not cast in stone if
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volume exceeds according to expectation. They will increase capital expenditure. Apart from these things there is an expression which can not verify easily that is Pepsi has made qualitative gains. The foremost is its image from being perennially seen as a loosing company its now got the image of being a winner. This major turn around is not small achievement considering that since it was established in 1989 taking the hard ship route prior to liberalization and weighed down by export commitments? Pepsi has won more battles than it has lost. In April 1993 Voltas and Punjab Argos stakes were bought over converting Pepsi foods from a three way joint venture to be a fully owned subsidiary week bottlers who did not have the financial capacities were given massive support in the form in interest free loans to upgrade their operating capacity . But the strategy which has proved to be winner was the position, Pepsi decided to take in Company Owned Bottling Operation (COBO). For this another subsidiary PepsiCo. India holding was set up as an investment vehicle, capitalized 95 million dollar. Within a year 1994 Pepsi has bought over 5 bottlers including dukes in Mumbai, which was running in Maharastra which has been bought over from Voltas high speed imported lines with a speed of 600 bottles per minute.

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OBJECTIVE OF THE STUDY

Management is a course which teaches the student to get the work done properly from different available sources viz. man, machine, material, money etc. the workers side who play a significant role in achieving success. So far the fulfillment or the management course, it gives emphasis to project work and students learn how to plan in practical terms rather in terms of theory only. Student tends to develop analytical and problem solving skill. We necessary become motivated and competitive, in fact all the learning that goes on for the two year term become so much the part of our thinking that we developed a well all rounded personality. The following are the objectives and purpose of the study To know about awareness of the PepsiCo products of Lumbini Beverages Pvt Ltd. To know about the factors affect the sale of the Pepsi product of Lumbini Beverages Ltd .
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To know about the PepsiCo brand product available in the outlet.

IMPORTANCE AND RELEVANCE OF THE STUDY

Cold drinks were started with the idea of quenching the thirst of the persons traveling. It was also felt that reliable good water was not available everywhere. So people would really on their packed bottle and with this idea its makers made these drinks available mostly, at those places where water was not available i.e. on highways and long distance trains. But slowly and slowly with its beautiful taste these become very popular and now they are available not only in the market and street corners, but also people have started keeping it in their house. The credit of popularizing the soft drink goes to Coca Cola. This was the drink which is liked by all ladies, gents and children. Now days soft drinks are quenching thirst looks more often; they are taken due to habits. Gold Sport is considered as the first branded soft drinks, established 53 years ago before all empowering Coca Cola faced competitions and its euphoric image built up in the western countries helped it get ready clientele and clamor. Parle Export
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Pvt. Ltd. is regarded as the first Indian Company introducing Limca a leman drink complementary to it this has also introduced Cola Pepone which was withdrawn in the face of tough competition from Coca Cola. When Coca Cola bid a Farwell in 1977, Indian market was open for various new forward publishing different brands in the markets. Parle people introduced their Cola, Thums Up with a mighty saying Happy days are here again as if happy days went away with Coca Cola. Pure drinks of Delhi also w i t h o u t lasing much introduced pure drinks were producing and marketing Coca Cola earlier Campa Cola with Campa orange and Campa lemon. Modern Bakeries entered the market with Double Cola Seven, Mohan Makings with Merry & Plkup and McDowell with Thrill, Rush and Sprint. This is Indian market where there was no competition and high voltage advertising was on each one was trying their best to become number one company with A class product in the field of Soft Drink business. Now after a long gap government of India had given permission to Coca Cola, which joined with Parle to do business in India. They are trying their best to regain prestige which it had before. The much rival of Parle is Pepsi an American concern. It started business on the Indian soil just a few years ago.

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Today, it has occupied 62% shares of Soft Drinks market in India. Now Pepsi is going all out to prove that they are the best. But now due to some factors competition among them has become stiffen. So in this way the important activities have increased.

SCOPE OF THE STUDY

The main scope of this study is to ascertain the effectiveness of channel of distribution and various methods to increase the sales volume of the concern. The methods include regular information to the buyers creating a brand position in the market and taking measures to make the brand remain in i t s position. One of t h e important aspects of this study is also to increase the market segment for the product.

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INTRODUCTION TO THE SOFT DRINK IN INDIA

History of the Soft Drink In India History of Pepsi Production Process Product Manufacturing and Main Consumers

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Profile of Pepsi International

Pepsi is situated at Somers New York in U.S.A. Indra K Nooyi is chairman and CEO of Pepsi.

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Calab bradham A North Carolina pharmacist concocted Pepsi-cola in the year 1890 as a cure Dyespsia (indignation), in 1903, business strategy worked & in 1905 he built in 1909 he had a New York auditing agency. PepsiCo Food & Beverages International, a full fledge co. earn s more then half of its global revenues from snack foods & fast foods. PepsiCos major Business includes Pepsi foods, KFC, pizza hut, taco bell & California pizzas is a world leader in restaurant business also. PepsiCo gained entry to India in 1988 by creating a joint venture with the Punjab government-owned Punjab
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Agro Industrial Corporation (PAIC) and Voltas India Limited. PepsiCo is a world leader in convenient foods and beverages, Beverage industry is one of the fast growing industries in India. It can be divided into two sections i.e. carbonated and non-carbonated. The carbonated drinks can be further classified into Cola, Lemon, Orange, Mango & Apple segments etc. Marketing includes all the activities like promotion, distribution, advertising etc., to fulfill the demands of all segments of consumers. Marketing is also to convert social needs into profitable opportunities. So this topic provides all the essentials to theoretical knowledge with practical knowledge and to inculcate the efficiency. It is also a requirement for the company to improve its service and product quality to achieve the ultimate goal.

HISTORY OF THE SOFT DRINK IN INDIA

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Christopher Columbus as a traveler of world found a lot of new things which was not in the eye of the world community which is now in our history but now if any one does travel to whole part of world to get one thing in some form that is Pepsi. Travel to any corner of the globe you are sure to spot a label splashed in blazing blue, red and white becoming you to some Sugared water. This dark coloured drink WillyMilly has today become nothing but spot of an international anthem with young and old, rich and poor wants for a sip and saying Yeh Dil Mange More. Gold Spot is considered as the first branded soft drink established 53 years ago before all empowering Coca Cola entered the country to dominate the scene. It faced no competition and its euphoric imaged built up in the western countries helped it to get ready clientele and glamour. Parle Export Pvt. Ltd. Is regarded as the first Indian company introducing Limca, a lemon drink complimentary to there well established Gold Spot in 1970 which got moderate success. However, before this, he had also introduced Cola Pepino which was withdrawn in face of tough competition from Coca Cola. When Coca Cola bid farewell in 1977, Indian market was open for various cold drinks several companies came forward publishing the different brands in the market. Parle people
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introduced their Cola Thumps Up with a mighty bang saying Happy days are here again as if happy days went away with Coca Cola.. Pure drinks of Delhi also without losing much time introduced pure drinks were producing and marketing Coca Cola earlier Campa Cola along with Campa orange and Campa lemon. Modern Bakeries entered in the market with the Double Seven. Moharn meakings with Merry Pikup and McDowell with Thrill, Rush and Sprint in Indian market where there was no competition previously. A cut throat competition and heavy advertising was on. Each one was trying their best to become the number one company with A class product in the field of soft drink business in India. Now after a long gape the govt. of India has given permission to the Coca Cola to start their business in India.

HISTORY OF PEPSI

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PepsiCo is a USA based company having its head quarters at New York with the net worth of $30-40 million. The average sales of the company are approx 90 million bottles per month. Pepsi made it first international move in Russia in 1959. During the Khrushchev era, within 32 years Pepsi emerged as the biggest competitor for Coca Cola. Pepsi is available in 155 countries. In any soft drink, on the globe Pepsi food is one of the largest soft drink companies in the world with its headquarters in New York. It was invented by Pharmacist Culab D. Baradham in 1898 to cure the disease Dyspepsia. It is from this word that its name was related to Pepsi. Soon it entered the American market as soft drink, which at that time mostly dominated by Coca Cola, but soon Pepsi able to dominate the Cola market, and there after it never looked back. Pepsi and Coca Cola are engaged in ferocious cola war that has taken the whole world by storm. Pepsi entered the Indian soft drink in Kanpur in 1988 and began its production in May 1990 and soon it was giving the local contenders run for their money in soft drink market. It comes out with dazzling marketing innovation that rocked the cola market, like selling the product through function Pepsi outlets. Its advertisement agency was Hindustan Thomson Association (HTA). Its advertisement budget for 1995-1996 was

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valued at Rs. 24 crores which is likely to be increased manifold in coming years. Pepsi food is one of the largest and best foreign investments in India. Till today it has invested Rs. 500 crores in India to develop the local market. Pepsi has distributed exclusive franchises in India to bottle its total product. There are 28 bottling plant of Pepsi in India. Some are directly controlled Pepsi and rest is under various franchisees. In April 1997 the Pepsi cola international decided that Steel City Beverage will cover south Bihar (now Muzaffarpur) only. In this accordance Pepsi cola international decided to open another bottling plant at Hajipur named Beverages Pvt. Ltd. Hajipur which will distribute Pepsi product in whole Bihar. Ananda Marketing as a marketing division of Beverages Pvt. Ltd. Hajipur started functioning in April 1997; Managing Director of Lumbini Beverages Pvt. Ltd. Hajipur is Mr. Charan Khelani. The director of this organization Mr. Ravi Khelani and Mr. Manoj Khelani Lumbini by

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PRODUCTION PROCESS
The process of manufacture of Aerated water (soft drink) like Pepsi brand product is divided into mainly five parts such as 1. Water Treatment 2. Syrup Making 3. Bottle Washing 4. Filling 5. Testing of Product

(1) Water Treatment: - Water treatment is very essential in soft

drinks plants as the nature and quality of water varies from place to place. To set uniform and standard water the process of treatment is carried on. The water taken out from bore well by the help of motor pump and pipe line are collected in storage tank where is pre chlorinated by chlorinators and by the help of pipe lines comes to treatment tank called coagulation tank where to this water solutions of different strength of bleaching powder, ferrous sulphate, hydrated lime are added through dosing pump to reduce alkalinity, hardness, kill the bacteria .The chemical are mixed by mechanical stripper and then the suspend mattress settle down as sludge and clear water passes to retention tank. From this tank, the water passes through
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sand filter containing fine sand and pebbles and carbon filter containing granular carbon and finely through water polisher, micron filter, and UV lamp to ensure clear and sanitary water for use. Further water used in bottle washer and boiler need softening .for this purpose ,the water from storage tank ,after passing through two filter beds contain fine sand and granular carbon respectively comes to pass through bad resin were it is softened .this soft water is essential to use in and bottle washer to reduce scale formation inside the machines.
(2)

For syrup making of particular brand, calculate quantity of sugar water activated carbon and high flow super cell known as filter aid taken in to sugar to enter steam and also filled by a motor with agitator. Sugar syrup called raw-syrup is prepared by dissolving the sugar with continuous stirring and heating by steam supplied by fired boiler. This hot syrup by the help of pump is filtered through a filter press attached with a series of quality filter paper to separate out carbon particles. Clear hot syrup by the help of SS pipe lines passes through water P.H.E. for cooling and the then another P.H.E. circulated by glycol for further cooling. The chilled syrup comes to a mixing tank to use calculating of sugar quantity by Brix Hydrometer, concentrate added and mix thoroughly by a mechanical Stirrer fitted to the tank. This syrup is now finished syrup ready for use. The concentrate mainly, the liquid part are kept in a cold store, the temperature of finished syrup is also maintained by air-conditioner. All the containers used for syrup making are cleaned and sanitized by Soda-Bi-Crab, strong chlorine solution and hot caustic soda solution.

Syrup Making:-

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(3) Bottle Washing: Bottle washing is an important part in soft

drink plant. The empty durable and returnable bottle used are returned from market in plastic carats are fed to a bottle washing machine (washer). The machine has double end system with circular chain to carry the bottles. Caustic soda Tri-Sodium Phosphate, Sodium Glausonate is adding to the caustic by the supplied. The Caustic tank filled in with water heated by steam supplied by the boiler. The empty bottles enter to the hot Caustic tank in one end and after being cleaned by hot Caustic solution and finally washed with water through spray jets fitted are discharged in other end. The washed bottle proper inspections are SU 319 and SU 853 used for conveyor cleaned and smooth running of chain carrying bottles. SU 260 and SU 773 is used for bottle cleaning, shining, and mold removing.

(4)

Filling: - Finished syrup and treated water lime are

commixed to a dosing pump which mixes syrup and water with ratio of 1:5 and the syrup mixed with water enters to carbonator tank to mix CO2 gas, which is preserved in cylinder for use. The cylinders are connected through CO2 manifold to tank to use requisite quantity of gas. To control CO2 pressure and temperature of liquid; we used recording control (Taylor). The syrup passed through a P.H.E. which is called itself by circulation of chilled glycol supplied chilling F-22 gas used. The syrup being chilled easily mixed
with CO2 gas and enters to filter for bottling. The filter is connected with filling valves and lift cylinders. The lift cylinder functions by pressure of air supplied by an air composer. The syrup is known as beverage in this stage is filled in the cleaned bottles which are durable in nature and returnable by buyer filling machine (filter) by a counter pressure of carbon dioxide gas. After

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beverage filled in bottle it goes to the crowner where with the help of crown crocks the bottles are sealed (crowned) to project the carbonation, flavor, outside contamination and spoilage. The finished products are coded by a coding machine and inspected properly by inspection light while passing through the conveyor where finished product are accumulated enters to carat washer machine and it is washed moves through the conveyor where finished product are accumulated.

(5) Testing of product:- Finally the finished syrup during

bottle is tested in laboratory to meet the parameters and also to get a standard and quality products to maintain the standard and information and uniformity in products the sugar contents and carbonation in the bottle are checked in regular intervals by Brix- hydrometers, Refrectometer and pressure gauge. The dead weight tested is used to calculate pressure gauge to know the correct pressure. TA & Ph are tested by digital Ph meter. Electronic digital balanced is used to weight chemical to conduct test in lab. The purity of CO2 is checked by CO2 purity tester.

The chlorine comparators. The microbiology test of the product and water used in syrup making and production are also done to ensure that the product is free from any bacteriological test hot contamination. To conduct the micro sterilizer incubator, autoclave, pads filter

membranes, media are produced and used.

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The Diesel generator is operated in case of electricity failure for smooth operation of used. The steps involved in the Production Process are:First the fork lift supplies the empty bottles which are collected from the distributions. Then depalletising is done i.e. separating cases filled or empty bottles from the wooden planks. Uncasing is done by separating empty bottles from the cases/carats. Empty bottles are then fed into the bottle washer where stream with some chemical is used for washing. Washed bottles are then send to the filler where premix (Composed of syrup, treated water bulk CO2) is filled in it. The whole concentrated is chilled with glycol before filling and then crowning is done. The filled bottles are passed through inkjet coder for printing price and date. Then again the filled bottles are send for final light inspection and from there they are collected on a table.
Lastly the filled bottles are arranged in the crates (casing) and then palletizing is done for storing it in the warehouse.

the plant. To drawn

electricity for the State Electricity Board the transformer is

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PREPARATION OF SYRUP
Treated water + Sugar = Flavor

PRODUCT MANUFACTURED
The product manufactured by Lumbini Beverages Pvt. Ltd. are very limited ranges as it is not independent to diversity its products. It is a unit of Pepsi food Pvt. Ltd. which supplies concentrates for drinks. They are:-

Products

Quantity

Colour

Flavour

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Pepsi Mirinda Mirinda Mirinda 7 Up Mountain Dew Slice Lehar soda Pet Pet Can Aquafina (Mineral Water)

300 ml, 200ml 300 ml, 200ml 300 ml, 200ml 300 ml, 200ml 300 ml, 200ml 300 ml, 200ml 300 ml 300 ml 1.5 lt. 2 lt. 330 ml 1 lt.

Brunt sugar Sun-set Tetrazine Tetrazine Colorless Colorless Sunset Tetrazine Brunt sugar Brunt sugar Brunt sugar Colorless

Cola Orange Lime Mango Lemon Lemon Mango Lemon Cola Cola Cola White

CONSUMERS The main consumers of these products naturally are youth. Besides the direct consumer it is also used for the some purpose of providing it to the mass by hoteliers, restaurant owners and various other soft drink peddlers. These products are the choice of the new generation. Thus it can be said that it is a product of mass consumption.

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HISTORY AND ORGANIZATIONAL STRUCTURE OF LUMBINI BEVERAGES PVT. LTD.

History of Lumbini Beverages

Pvt. Ltd.

Steel City Beverages Pvt

Ltd. is situated at Adityapur

Kandra Road in Jamshedpur. Rushabh Marketing Pvt. Ltd. is the marketing division of Steel City beverages. Steel City beverages Pvt. Ltd. is a mother unit and its whole marketing
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activities are done through Rushabh Marketing Pvt. Ltd. Steel City beverages is one of the Pepsi foods Bottling plants in the country and one of the three in Eastern India. The other two Calcutta and Guwahati. But from 01-04-1997 Pepsi Foods Ltd. India determines to open another bottling plant which is situated at Hajipur namely Lumbini Beverages Pvt. Ltd. It is only for North Bihar. Steel City beverages Pvt. Ltd. was established by Late Mr. Dharam Chand Kamani in the month of June 1967. The machineries of its main plant were imported in 1968 and production started in March 1969. Before the establishment of Steel City beverages Pvt. Ltd. Coca Cola was not much popular among people of Bihar state as pure soft drink. Because at that time the bottles of Coca Cola was supplied by the outsiders who were unable to make Coca Cola popular in Bihar. So after considering the needs and desires of people Mr. Dharma Chand Kamani brought in Bihar. With this effort Coca Cola become popular among the people of Bihar. But in 1977 due to the sudden change I the policies of the Government the import license for the concentrate of Coca Cola was stopped. So Steel City beverages Pvt. Ltd. had to walk over to Indian Concentrate Companies. They were modem food industries supplied concentrate of double seven and non ice
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cream soda. In 1983 the company introduced a cola drink THRILL of Mc-Dowell & Co. Ltd. in the place of Double seven and triangular and in the very next year two soft drink RUSH an orange flavored and SPRINT as lemon flavored of Mc-Dowell & Co. Ltd were introduced.

Before some months Ananda Marketing Pvt. Ltd. was the marketing division of Lumbini Beverages Pvt. Ltd. But at this time, Lumbini Beverages Pvt. Ltd. is doing marketing with its own name. Thus it can be seen that Lumbini Beverages Pvt. Ltd. has made tremendous move towards the introduction and development of soft drinks industries on the whole, and North Bihar in particular. It has made production of perfect hygiene and standard Soft Drink as main objective. An ideal organizational structure facilities management and the operation of the enterprise and it help the organization in achieving its goal. In a simple term in various parts or component are interrelated or interconnected and this way it is the established pattern or relationship among various function of the organization in the established manner.
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The managing director holds the top position. At present, the managing director of Lumbini Beverages Pvt. Ltd. is Mr. Charan Khilani. But the overall policies regarding management decisions and all executives function or performance look after by the day to day decision and general administration as well as management. The MD has given the power of attorney and authority to director Mr. Ravi Khilani. Mr. Ravi Khilani who is well advised by the MD. The director Mr. Ravi Khilani looks after all functional departments that sales production, account, personnel and purchase. Though the manager all the functional departments has specially designated as head of personnel department. Every department has to report directly to the managing director and is responsible to his only for working in spite of this all departments is under the control of the director Mr. Ravi Khilani. Because he is the Chief Executive of the company cited earlier. The overall organizational structure can be shown as:

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OVER ALL ORGANIZATIONAL STRUCTURE OF LUMBINI BEVERAGES PVT. LTD.

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The marketing manager is in charge of all marketing activities i.e. sales promotion, publicity and advertisement, marketing study and shipping. But the main function of the marketing is to exercise the control over the channel of distribution.

The marketing manager is assisted by sales executives, city sales executives and rural sales executives and sales executive of shipping department as follows:-

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FRAME WORK OF CHANNEL OF DISTRIBUTION

A THEORETICAL FRAME WORK OF CHANNEL OF DISTRIBUTION

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Marketing

channels

are

sets

of

interdependent

organization involved in the process of making a product or service available for use or consumption. The main objective of the marketing process is to distribute the products to the actual users. This function involves a number of sub-functions to be performed by a producer or manufacturer. These two functions are most important first, the creation of demand is made through the process of advertising and sales promotion activities. On the other hand the distribution through the channels of distribution. The decision relating to the channel of distribution is a very important decision from the firm point of view because the selected channels affect considerable other marketing decision. Such decisions are of long term nature and exercise their impact on the cost structure of the firm also. By channel distribution mean the intermediaries or the process through which the goods products are transferred from the producer to the ultimate users. Now a day any of the producers possibly do not sell their goods directly to the final users. There are a lot of intermediaries between producers and consumer, bearing a variety o f name performing various k in ds of func tion . Some intermediaries l i k e wholesalers and retailers buy and resale taking the bill. They are known as merchant middle men and
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other are brokers, representative sales agent who seeks or search for customers and negotiate on the behalf of the producer but do not take of goods. These are called as middlemen. The manufacturer and its distributive outlets share common objective to sell the manufactured products at a profit. No doubt its objective differs with the marketing circumstance. Even though many variation of specific objective fits into some categories. These are as follows: To built distribution network loyalty To stimulate distribution To develop managerial efficiency in distribution organization The channel of distribution is a structure which organized and presents a choice among alternative channels of distribution of the different marketing situations faced by retailers, whole sellers and producers with in the structure. It may be considered as a series of function which must be performed in order to make producers efficiency. To bearing maximum profits of all institutions concerned a channel of distribution should be treated as a unit of total system of action. The activities of the manufacturer need to be coordinated with these middlemen used in the distribution of given product.
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The important of middlemen in channel of distributional can be over emphasized. It is that who1. Collects concentrate the output of various producers, 2. Subdivides these into lot desired by the customers gathers various items together in the assortment wanted and 3. Disperses the assortment to consumer industrial buyers. The role of middlemen that of specialist in concentration equalization and dispersion besides he side in the creation of the time from and procession utilities.

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DECISION MAKING FOR CHANNEL DISTRIBUTION The marketing executive must undertake to following steps in order to establish the channel of distribution for a company. 1. He/She must understand the retail and wholesales market and type of middlemen available in both. 2. He/She must understand the various conflicts which continually exist between and within the channel. 3. He/She must select the general channel to be used keeping in mind the goals of the company marketing programme and the job to be done by distribution system. 4. He She must take decision regarding be intensity of the distribution (i.e. The number of middlemen) to be used each level and each market. 5. He/She must select the specific firms which will handle his product and then manage the day to day working relationship with them. 6. He/She must determine the methods and the procedure in firms (i.e. use of the transportation and warehouse facilities and services in firms making programme) in the physical distribution of the product.

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Types of Marketing Channels 1. Direct marketing channel: A marketing channel that has no intermediaries level 2. Indirect marketing channel: Channels containing one or more intermediaries

Customer Marketing Channels

Channel 1. Channel 2. Channel 3. Channel 4. Manufacturer..Consumer ManufacturerRetailerConsumer Manufacturer...Wholesaler.RetailerConsumer Manufacture.WholesalerJobberRetailer.Consumer

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CHANNEL DYNAMICS
Distribution channel do not stand still. New wholesaling and retailing institution emerge and new channel system evolves. There are four types of marketing channels.

1. Conventional Distribution Channel

A Channel consist one or more independent wholesaler and retailers. Each is a separate business seeking to maximize its own profits even if this goal reduces profit for the system as a whole. No. Of channel members has complete or substantial control over the other members.
2. Vertical Marketing Channel

This is most recent marketing channel. A distribution channel system as producers, wholesaler and retailers act as unified systems. One channel member, the channel captain owns the others or franchises them or has so much power

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that they all co-operate. The channel captain can be the producer, the wholesaler or the retailer.
3. Horizontal Marketing Channel

A distribution channel system in which two or more unrelated companies put together resources or programmes to exploit an emerging marketing opportunity.

4. Multi Channel Marketing

In the past, many companies sold to single market through a single channel. Multi channel marketing occurs when a single firm uses two or more marketing channels to reach one or more customer segments.

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CHANNEL OF DISTRIBUTION OF LUMBINI BEVERAGES PVT.LTD. To make its products available at the right places at the right time in the market, the sales department of the company pays major attention on controlling the channels of distribution. Single type of markets channel is maintained by the company right from its pioneering stage. The nature of the channel is as follows:-

At

first

the

soft drinks supplied to the distributors directly. Retailers or owners of any outlet can not take the delivery from company. They have to take the products from their respective or nearest distributor. There are about 50 distributors and innumerable number of retail outlets operating with the company in its entire market areas which contains total Bihar. In all the important places of entire territory this company has its distributors.

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These distributors selected on the basis of assurance given by them regarding the minimum sales which they have to maintain annually. The selection is also done on the basis of the financial position and reputation of distributor in the market. As for example in appointing a distributor first engaged in soft drink business second priority is given to those people who are in cigarette selling business. Depending upon the market, each distributor in the initial stage has to deposit some security money. The retailers are selected by the distributor fixed criteria for the selection or appointment or retailers from the side of the distributor. Any one like Panwala, Cigarettewala or any other shopkeeper can have the stall for the sale of soft drinks and they are called retailers or outlet owners. They have to give assurance to the concerning distributor for better sale and at the time of taking delivery they have to deposit the security i.e. the charges if the empty bottles with specified retailers purchasing price. The charges if the empty bottles with specified retailers purchasing price. The distributor at first has to seek the permission of sales department for the number of cases of soft drinks required by them. After getting the proper authority from sales department paying therequisite amount either cash or demand draft.

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WAREHOUSING
Every company has to store its finished goods until they sold. A strong facility is necessary because production and consumption cycles rarely match. Warehousing is not a simply storing activity but a package of services that enables the smooth running of the industry. The stores must be in constant touch with the use department in order to provide uninterrupted services to the manufacture and its decision since working capital is locked up in the warehousing stores in equal to money. The stores functions can be organized in the following manner:a) To receive raw material components equipments etc. b) To meet the demand of use department by issuing the order c) Accounting the transaction properly. identification and using correct preservation method. The company supply finished products frequently to different distributors as per the demand. d) Minimizing obsolescence surplus and scrap by right

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Every distributor keeps a minimum stock of different products of the product line so that the uninterrupted supply could not affect. In the industrial sector service of optimization where boils down to any exercise of optimization where limited available resources are to be distributed equitably. The problem arises from the material that are in stock the form of capital cost, storage loss, pilferage obsolescence, insurance, handling, documentation etc. Services level that can be maintained and hence the concept stores in money should be understood by every body in the organization.

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INVENTORY DECISION
(1)

Branding and Packaging

Out of the total market activities some are directly performed and controlled by Lumbini Beverages Pvt. Ltd. itself some are followed according to the standing instruction of Pepsi Foods Pvt. Ltd.

So far as the process of branding and packaging is concerned the Lumbini Beverages Pvt. Ltd. Along with the authorized bottle in India adopt the same pattern.

(2)

Wholesaling

Wholesaling includes all the activities involved in selling goods or services to those who buy for resale or business use. Manufactures use wholesalers because wholesalers can perform function better and more cost effectively than the manufacture can. These functions are not limited to selling and assortment
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promoting, barking,

buying

and

building

bulk

warehousing,

transporting marketing

financial

risk

bearing

dissemination

of

information and provision of management

services and consulting. Like retailers wholesaler must decide on target market, product assortment and services promotion and place. The most successful wholesalers are those who adopt their services to meet and target customers needs, recognizing that existing to add value to the channel.
(3) Retailing

Retailing includes all the activities involved in selling goods or services directly to find consumer for their personal non-business use. A retailer or retail store is any enterprise which sales volume comes primarily form retailing.

All marketer retailers must prepare marketing plans that include decision on target market.

So the marketing channels can be viewed as a set of interdependent organization with high potential for conflict. Then why would any business chosen to become part of channel system.
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MARKETING STRATEGY
Marketing Strategy is the complete and unbeatable plan designed specifically for attaining the marketing objective of the firm. The market objective indicates what the firm indicates, what the firm wants to achieves, the marketing strategy provides for achieving them. The marketing strategy is not just idea. It is a well outlined plan, and there are different ways to formulating it. Basically formulating of marketing strategy consists of two main steps. Selecting a target market. Assembling the marketing mix. Actually, the target marketing and marketing mix together constitute the marketing strategy of the firm. When the Pepsi food company entered in the Indian soft drink market, the market was already prevailed by coke and previously it was Parle. Pepsi tried to establish in India with a unique marketing policy. Pepsi took into consideration of youth segment target market. Though the advertisement of Pepsi highlighted the style of living of
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young generation with different walk of life. Pepsi brought in its advertisement different stalwarts personalities from fields like young cine stars, sport stars and famous personalities from different fields. It has attracted the young generation and of course increase the sale of Pepsi, Pepsi also organized many national and international sports events to attract the young generation.

MARKETING MIX OF L.B.P.L.

A product, place, price and promotion (4ps) that the firm blends to produce the response it wants in the target market. These are the following 4Ps. Products:- That could meet the identified needs of chosen consuming groups. Price:- Product price are fixed by company according to competitors product price. Place:- It performs various functions like transportation, warehousing, channel management etc. so the product could easily reach the consumer. Promotion:- The firm carries out a no. of measures like personal selling, advertising and sales promotion programmed

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with view to communicate to the consumer and promoter of the product. It is the mechanism to achieve the consumptions of marketing process, striking the level of price that is accepted to the firm as well as consumer.

PepsiCo Cold Drinks 7UP - Mood Ko Do Lemon Ka Lift

Brand History 7UP, the refreshing clear drink with natural lemon and lime flavour was created in 1929. 7UP was launched in India in 1990 and its international mascot Fido Dido was used for advertising in 1992 to position the brand as a cool drink for youngsters. Fido became an instant hit with his trendy look, laid back attitude and refreshing take on life. During the brands early years in India, 7UP gained market leader status in the lemon lime category by being one of the first to be nationally distributed as well as being marketed as a healthier alternative to other soft drinks.
Brand Advantage

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For the past 2 years, 7UPs ambition as a brand has been to capture and own the lemon refreshment territory within the clear lime category. Lemon has proven to be a clear and relevant differentiator for the brand. Further, it has allowed the brand to ladder up to an emotional payoff of uplifting refreshment. After establishing itself as The Lemon Drink ", in Jan 2009, 7UP continued to build further on the theme of mood upliftment with its new tagline "Mood ko do Lemon ka Lift 7UPs brand communication is premised on the products natural lemon flavor , guaranteed to provide uplifting lemon refreshment that raises ones spirits.

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Mountain Dew -Darr Ke Aage Jeet Hai

Brand History

The main formula of Mountain Dew was invented in Virginia, named and first marketed in Johnson City, Tennessee and Knoxville, Tennessee in 1948. In India, Mountain Dew set the soft drink category ablaze in 2003 with their iconic launch campaign Cheetah Bhi Peeta Hai.

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Brand Advantage

It is a soft drink that exhilarated like no other because of its daring, high-energy, active, extreme citrus taste. Challenge, a can do attitude, adventure and exhilaration is deeply entrenched in its brand DNA and the brand has always celebrated the bold and adventurous spirit of the youth. This exhilaration and excitement of Mountain Dew has always been reflected in the high-adrenaline advertising of the brand that connected it to outdoor adventure.

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Pepsi - Yeh Hai Youngistan Meri Jaan

Brand History

Pepsi is a hundred year old brand loved by over 200 million people worldwide. The largest single selling soft drink brand in India is the ubiquitous'socialiser'at every occasion. Youngistaan loves it. 200 million people worldwide love it. But what has made Pepsi the single largest selling soft drink brand in India is actually a formula concocted a century ago in a far away continent. 1886, United States of America. Caleb Bradman, the man with a plan, got on to formulate a blockbuster digestive drink and decided to call it Brads drink. It was this doctors potion that was to become Pepsi Cola in 1898, and eventually, Pepsi in 1903. Pepsi has always played on the front foot and since its inception has come out with revolutionary concepts like Diet, 2L bottles, recyclable plastic cola bottles and the enviable My Can.
Brand Advantage

Pepsi has become a friend to the youth and has led many youth cultures. Youngsters over the generations have grown up with Pepsi and share an emotional connect with it, unlike any other cola brand. Be it parties, hangouts, or just another day at home, a day is never complete without the fizz of Pepsi! Pepsi, Cricket and Bollywood have been joined at the hip since the beginning. Shah Rukh Khan, Sachin Tendulkar, Saif Ali Khan,
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Amitabh Bachchan, Kareena Kapoor, Priyanka Chopra, Virender Sehwag, M. S. Dhoni, John Abraham, Ranbir Kapoor and Deepika Padukone are a few celebrities who will go any length for a chilled Pepsi. The Pepsi My Can is undoubtedly the most popular cola pack of all times. It is not just a pack but a style statement for todays youth.

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Mirinda Weekend Aaye Tho Pagalpanti Chaye

Brand History

Mirinda is an international soft drink brand from Spain that was launched in India in 1991. Mirinda has always been about a great irresistible orange taste, which is now synonymous with the brand. These were communicated through our great of Mirinda Men in 1996 or with the campaign of Taste pe Atka, Mirindaaaa in the year 2000 or Taste Aisa Chaye Character Fisla Jaye in 2003. Mirinda then evolved to ladder up the great taste to great fun with another spate of memorable campaigns of Fun Ka Naya Mantra, Mirindaaaaa starring Asin & Zayed Khan in 2007 & Pagalpanti bhi Zaroori Hai campaign with Asin in 2008. In 2009, Mirinda became synonymous with Orange as the core of the brand with the campaign of Orange Dikha toh Mooh Bola Mirindaaaaa. Brand Advantage Now when we think Mirinda, we think orange. But this soft drink brand has launched many other fruit flavours from time to time; Mirinda Lemon was launched in 1998 with memorable campaign
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Zor Ka Jhatka Dheere se Lage starring with Amitabh Bachchan & Govinda. Mirinda has also launched many other flavors like Apple & Batberry, as innovative flavor offerings for the evolving consumer.
46

In 2008, the brand decided to up the ante on the brand from a being led by physical attribute-taste, to deliver a brand philosophy that resonates with the audience. Now, Mirinda's bold and vibrant color, great orangey taste and sparkling bubbles encourages one to be more carefree, spontaneous and playful. With an endeavor to give our consumers a great tasting product to delight them continuously, we have reformulated & improved its taste - first in 1996, then in 2002. And whats more, Mirinda is now made without any artificial flavor in it!!!

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Slice - Pure Mango Pleasure

Brand History

Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to become a leading player in the category. In 2008, Slice was relaunched with a 'winning' product formulation which made the consumers fall in love with its taste. With refreshed pack graphics and clutter breaking advertising, Slice has driven strong appeal within the category. Brand Advantage

With the launch of Aamsutra campaign in 2008 along with a winning taste & most appealing pack graphics, Slice created

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disruptive excitement in the category and celebrated mango indulgence like no other.46 While other players have portrayed mango as a simple and innocent fruit, Slice celebrates the indulgence and sensuality of consuming a Mango. The creative idea Aamsutra communicates the art of experiencing pure mango pleasure through the taste of Slice.

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Aquafina - The Purest part of you

Brand History

Aquafina was first launched in USA in the year 1994 and with its unique purification system and great taste; Aquafina soon became the best selling brand in the country. In India, Aquafinas journey began with the Bombay launch in 1999 and it was rolled out nationally by the year 2000. On the strength of its brand appeal and distribution, Aquafina has become one of India's leading brands of bottled water in a relatively short span.

Brand Advantage

Aquafina goes through a 5 step state-of-the-art purification process to give consumers pure water and perfect taste every time. Aquafina has been built through refreshing and edgy advertising. The What a Body campaign has enabled the brand to drive modern, premium, and youthful brand imagery in an otherwise undifferentiated category. Bottled across India in 19 plants, Aquafina ensures its availability across more than half a million outlets. To cater to varied consumer needs and occasions, it is available in various pack sizes

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like 300ml, 500ml, 1 ltr, 2 ltr bottles and in bulk water jars of 25lts.

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ADVERTISING & SALES PROMOTION IN L.B.P.L. Advertising and sales promotion activities play a vital role in entire marketing efforts. Without these aspects a quality product can not survive in the market. Advertising and sales promotion tools are most essential for the modern global marketing. This chapter has therefore been devoted to the studies of advertising and sales promotional activities in Lumbini Beverage Pvt. Ltd. The two basic objectives for carrying out such various promotional activities by Lumbini Beverages Pvt. Ltd. is To generate more sales as well as to create and maintain an image of its product L.B.P.L. carries out its promotional activities as controlled and integrated programmes of communication and material design present its soft drink to the perspective customers. It also helps in communicating the need satisfying of soft drink to facilitate the sales eventually to contribute towards the profit in long run. The tools used by L.B.P.L. for fulfilling the various purposes of its promotional activities are the following: Food N Fizz Space Club Payaas bujhao profit badhao
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 Agreement GRB (Glass return bottle).

PROMOTIONAL ACTIVITIES (FOR RETAILERS)

Promotional activities consist of various means of communicating persuasively with the target audience. The important methods are:
Advertisement:-

Where an identified sponsors pays media (such as TV)

to transmit to target consumer.

Personal selling:-

Where sales representative employed by the firm

engage in interpersonal communication with individual consumers and prospective customers.

Sales promotion:-

Where the market utilizes displays, demonstrations,

premiums, contests or similar devices.

Publicity and Public relation :-

help to stimulate supportive news items

about the firm and its product that have greater credibility with public than advertisement. Of all the methods of promotional activities that constitute the promotion mix, sales promotion is the only one method that makes use of incentives to complete the Push-Pull promotional strategy of motivating the sales force, the distributor and the consumer transacting a sale.

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According to American Marketing Association sales promotion refers Those activities other than personal selling, advertising and publicity, that stimulate consumer purchasing and dealer effectiveness, such as display, shows and exhibition, demonstration and various other non-recurrent selling efforts not in ordinary. Sales promotion is also known by the name of Extra Purchasing Value (E.P.V.).

Product Performance of Pepsi

SL No.

Targeting product comparison Product availability Pricing of products Pepsi Performance in comparison

Comparative Products Major CSD Brands Flavor PCI

CCI

1. 2. 3. 4.

Cola Clear Lime Cloudy Lime Orange

Pepsi 7Up, Mountain Dew Mirinda-Lime Mirinda

Coca-Cola, Thums Up Sprite Limca Fanta

In above table, I have shown product target in the market. Both companies try to substitute each-others product in the market. When a company doesnt fulfill the demand of market then other

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companies substitute that product with their own product. In the market, offen it seen that consumer demands a product according to his desire, but due to lack of supply he switch over to substitute product. So, companies always want to come out with substitute product for enlarging their market share. Here, Thums Up and Coca-Cola is substitute for Pepsi, Sprit is substitute for 7UP and Mountain Dew, Fanta is substitute for Mirinda & Limca is substitute for Mirinda Lime.
Products Availability of Pepsi SL Product 200m 250m 300m 330m 500m 600m 1000m 1200m 2000m No s l l l l l l l l l .
1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. Pepsi Pepsi diet Pepsi Gold Mirinda Mirinda Lime M. Sorbet 7UP M. Dew Pepsi Can 7UP Can Mirinda Can M. Dew Can Diet Can Slice Aquafina -

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16.

Tropicana

17.

Everest Lehar

Pepsi Products Price list for Customers

SL No. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. Product Pepsi Pepsi diet Pepsi Gold Mirinda Mirinda Lime Mirinda Sorbet 7UP Mountain Dew Pepsi Can 7UP Can Mirinda Can M. Dew Can Pepsi diet Can Slice Aquafina Tropicana Everest Lehar 200ml 250ml 300ml 330ml 500ml 600ml 1000ml 1200ml 2000ml 8 8 8 8 8 12-18 10 12 12 12 5 25 25 25 25 25 20 22 20 25 20 25 20 20 12 12 60-82 45 50 50 50 50 -

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STUDY
Retail Shop type I. Monopoly Retail Shop II. M i x Shop

ON RETAILERS

: :

The shop selling only one companys Products The shop selling many companies Products

The retailers can build a great deal of goodwill for the firm. The marketing strength depends on the strengths of retail dealers. Research has conduct survey on different types of outlet like bakeries, cold drink parlor, Booth and general stores etc. According to his survey, the major reasons for selling Pepsi products are:
(1) Brand Image (2) Customer Demand (3) Profit Margin (4) Advertisement (5) Good Quality (6) Sales Promotion for Retailers (7) Sales Promotion for Consumers 18% 20% 05% 30% 10% 07% 10%

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SWOT ANALYSIS

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SWOT ANALYSIS
STRENGTHS:

Lumbini Beverage Pvt. Ltd. is Franchise Owned Bottling Operation (FOBO) of worlds most famous soft drinks Pepsi Co. LBPL uses state of the art and fully automatic machines and technology for the production and bottling of soft drinks. It has very strong network and built market and currently holds all the parts of the state.

It has wide range of product varieties & takes back the leakage, burst bottles etc .

WEAKNESSES:

No cost cutting program for the products. Promotional activities in the rural market are not upto the mark as compared to the urban market.

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 Brand Pepsi in cola flavor is one of the popular lagging behind its nearest competitor, only due to high sugar content and less thrilling taste. Not availability of all the products on demand.

OPPORTUNITIES:

Although in the cola market there are many competitors, Pepsi still has the opportunity to enlarge its market share because the cola in the market is quite monotonic. Most of the end user is young people. There are still some people who do not like the taste of the cola. So we can try to provide some other taste of cola such as adding some lemon juice. We can change the flavor in order to meet different taste of different people.
THREATS:

As to the threats, all of us know that Pepsi-Cola and CocaCola have had the competition for about 80 years. Although Pepsi-Cola have won several times during this competition, the market share of Pepsi-cola is a little bit smaller than CocaCola. There is another threat nowadays. Some local cold drink

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such as Sudha dairy and Amul dairy cola have taken their feet in the market. One of the products of their competitor in Clear lime & Cloudy Lime flavor as a very good market share due to its taste.

Coca-Cola is now spending more and more to boost up the sale & market share .

Research Methodology

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RESEARCH METHODOLOGY USED IN THE STUDY

Marketing Research is the systematic designing, collection, analysis, and reporting of data and finding relevant to a specific marketing situation facing the company.

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Within the time limit, I tried my best to select the sample representative of the whole group. During my training, I maintained different chart for different routes during my dealer survey. I have collected data from the Distributor and Retailers of Patna.

Data Sources Primary data collection involved distributors, retailers. Research Approaches Research Instrument Sampling Plan Research Design Sampling Unit Sampling size Sampling Areas Sampling Techniques Contact Method : : : : : : : : Survey Interview Exploratory Retailers 100 Lucknow Simple Random sampling Personal Interview

In interview schedule I used multiple choice question and ranking system questions.

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DATA ANALYSIS AND INTERPRETATION

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Q. 1 .How you came to know about Pepsi Brand Products?

Mode Radio TV Newspaper Friends Others Total

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No. of Respondent 32 46 12 6 4 100

Percentage 32% 46% 12% 6% 4% 100%

It has been found that 32% percent retailer know about the Pepsi product through the Radio, 46 % retailer know about the Pepsi product through the TV , 12% of the retailer know about the product through the Newspaper ,6% of the retailer know about the product through the friends and 4% retailer know about the product through the other things .

Q.2. Monthly sales (in Rs.) Monthly Sales (In Rs) Les than 5000 5000 to 10000 10000 to15000 Above 15000 Total Respondent 12 16 40 32 100 Percentage 12% 16% 40% 32% 100%

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It has been found that 12% Distributor/Retailer are monthly sales (Rs)Less than 5000, 16% Distributor / Retailer are monthly sales (Rs) 5000 to 10000 , 40 % Distributor / Retailer are monthly sales (Rs) 10000 to 15000 and 32% Distributor / Retailer are monthly sales (Rs) above 15000.

Q. 3.Which brands of soft drinks are available in the outlet? Soft Drinks Pepsi cola Mirinda Mirinda (l) 7UP Slice Mountain Dew
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Available in the Outlet 22% 12% 8% 24% 16% 18%

Total

100%

It has been found that 22% Pepsi Cola soft drinks are available in the outlet because the taste of the soft drinks is very sweet so mostly customer prefer Pepsi Cola, 12% and 8% Mirinda and Mirinda(L) soft drinks are available in the outlet, 24% 7Up are available in the outlet, 16% Slice are available in the outlet because it is a Mango flavors drinks.18% Mountain Dew are available in the outlet. soft

Q. 4. When a customer comes to your shop which brand of soft drinks He/she demands? (Rank them). Brand of soft Drinks Pepsi Coca cola Other
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Respondents 46 38 16

Percentage 46% 38% 16%

Total

100

100%

It has been found that 46% customer demand Pepsi because the product of the Pepsi brand is very sweet and Mango flavor product Slice mostly children like, 38% customer demands Coca Cola because the product sweet is minimum amount and mostly like sugar Patient and 16% customer demand other Brand (Rank them).

Q. 5.Number of carets sold per month of soft drinks. Number of Carets Sold in per month 0-50 Carets 50-100 Carets 100-150 Carets 150-200 Carets
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Respondent 4 22 42 32

Percentage 4% 22% 42% 32%

Total

100

100%

It has been found that 42% Retailers told that 100 -150 number of carets sold in per month because they Retailers belongs to very crud area so customer also be use the soft drinks, 32% retailers told that maximum 150-200 carets sold in per month, 22% retailers told that 50- 100 carets sold in per month and 4% retailers told that 0-50 number of carets sold in per month because they retailers also belongs to ruler area.

Q .6.What is the position delivery of Pepsi products? Position Delivery of Pepsi No. of Respondent product Very Good 30 Good 42
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Percentage 30% 42%

Bad Worst Total

18 10 100

18% 10% 100%

It has been found that 30 % delivery of Pepsi products are very good , 42 % delivery of Pepsi products are good , 18% delivery of Pepsi product are bad and 10 % delivery of Pepsi product are worst .

Q. 7.What is the frequency of the visit of Pepsi executive? Frequency of the Visit of Pepsi Executive Daily Alternate Day Weekly
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No. of Respondent 30 34 22

Percentage 30% 34% 22%

Fortnightly Total

14 100

14% 100%

It has been found that 30 % distributor visit of Pepsi executive Daily, 34 % distributor visit of Pepsi executive Alternate Day, 22% distributor visit of Pepsi executive Weekly and 14% distributor visit of Pepsi executive Fortnightly.

Q.8.Which types of outlets are selling more? Types of outlets General Store Restaurant
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No. of Respondent 24 14

Percentage 24% 14%

Betel Shop Sweet Shop Other Total

10 36 16 100

10% 36% 16% 100%

Out of 100 respondents I found 36 % sale of Pepsi on sweet shops that are maximum because every sweet shop use the Visi cooler for the own product protection and a lot of customer want to more cool soft drinks. 24% sale of Pepsi on the general store, 14% on the restaurants because a lot of customer prefer take drink in restaurant because that place is very peace, 10 % on the Betel shop and 16 % sales on the others shops respectively. Example-Medical Store, Cyber Caf.

Q .9.Which factors affect the sale most? Factors affect the sale Advertisement Scheme Presence
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No. of Respondent 16 12 16

Percentage 16% 12% 16%

Taste Price Others Total

30 14 12 100

30% 14% 12% 100%

It has been found that there are various factors affect the sale of the Pepsi product, 30% respondent say that Taste is most factors of the product sale because the Taste of the Pepsi product is very highly sweet, 16 % of the respondent says that Advertisement and Presence is also a factor of the Pepsi product, 14 % respondent say that price is also factor of the sales the product and 12% respondent say that scheme and others factor also affect the sale of the product.

Q. 10.Which Company Visi-Cooler do you have? Company Visi -cooler Pepsi Coca Cola Both Own
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No. Of Respondent 38 24 22 16

Percentage 38% 24% 22% 16%

Total

100

100%

It has been found that 38 % retailers told Pepsi company Visi-Cooler use for the Soft drinks because visi-cooler also provided by the Pepsi company.24 % retailers told Coca Cola Company Visi-cooler use for the soft drinks , 22% told that both Visi-cooler use because the shop of the retailers is very big area ,16% retailers told me own Visi-cooler use for soft drink.

Q. 11.Do you know about all flavors pack (size) and respective wholesale price Pepsi soft drinks. Flavors Pack &Wholesale
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No. of Respondent

Percentage

Price Yes No Total 60 40 100 60% 40% 100%

It has been found that 60% retailers said Yes know about the all flavors pack & wholesale price of Pepsi soft drinks because retailers also sold the product in the market daily on the price list , 40% retailers said that No Know about the all flavors pack & wholesale price.

Q . 12. Have you been provided with sign board/display rack by Coke Company? Provide Sign board /
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No. of Respondent

Percentage

Display Rack By Company Yes No Total

74 26 100

74% 26% 100%

It has been found that 74 % retailers said that company also provide the Sign board / Display rack by coke company because sign board also use for the protect the product in a shop.26% retailers said that company not be provide the sign board , those retailers use own display rack /sign board for the basically need.

Q.13.Do you think that aggressive advertising further help you to increase the sales volume of Cola? Important of Advertising
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No. of Respondent

Percentage

Increase the sales Yes No Total

54 46 100

54% 46% 100%

It has been found that mostly 54 % distributor say Yes advertising help in increase the sales volume of cola because advertisement is the base of the product introduce first time in the market and 46 % distributor say No advertising help in increase the sales volume of cola.

FINDINGS
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FINDINGS OF THE STUDY

Out of the 100 respondent ,It has been found that 32% percent retailer know about the Pepsi product through the TV, 46 %

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retailer know about the Pepsi product through the Radio , 12% of the retailer know about the product through the Newspaper , 6% of the retailer know about the product through the friends and 4% retailer know about the product through the other things . It has been found that there are various factors affect the sale of the Pepsi product, 30% respondent say that taste is most factors of the product sale because the Taste of the Pepsi product is very highly sweet, 16 % of the respondent says that Advertisement and Presence is also a factor of the Pepsi product, 14 % respondent say that price is also factor of the sales the product and 12% respondent say that scheme and others factor also affect the sale of the product. It has been found that 30 % distributor visit of Pepsi executive Daily, 34 % distributor visit of Pepsi executive Alternate Day, 22% distributor visit of Pepsi executive Weekly and 14% distributor visit of Pepsi executive Fortnightly. Out of 100 respondents I found 36 % sale of Pepsi on sweet shops that are maximum, 24% sale of Pepsi on the general store, 14% on the restaurants , 10 % on the Betel shop and 16 % sales on the others shops respectively. Example-Medical Store, Cyber Caf. It has been found that 12% Distributor/Retailer are monthly sales (Rs)Less than 5000, 16% Distributor / Retailer are
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monthly sales (Rs) 5000 to 10000 , 40 % Distributor / Retailer are monthly sales (Rs) 10000 to 15000 and 32% Distributor / Retailer are monthly sales (Rs) above 15000. It has been found that 22% Pepsi Cola soft drinks are available in the outlet , 12% and 8% Mirinda and Mirinda(L) soft drinks are available in the outlet, 24% 7Up are available in the outlet, 16% Slice are available in the outlet because it is a Mango flavors soft drinks.18% Mountain Dew are available in the outlet. It has been found that 38 % retailers told Pepsi company VisiCooler use for the Soft drinks ,24 % retailers told Coca Cola Company Visi-cooler use for the soft drinks , 22% told that both Visi-cooler ,16% retailers told me own Visi-cooler use for soft drink. It has been found that 60% retailers said Yes know about the all flavors pack & wholesale price of Pepsi soft drinks because retailers also sold the product in the market daily on the price list , 40% retailers said that No Know about the all flavors pack & wholesale price. It has been found that 74 % retailers said that company also provide the Sign board / Display rack by coke company because sign board also use for the protect the product in a shop.26% retailers said that company not be provide the sign

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board , those retailers use own display rack /sign board for the basically need. It has been found that mostly 54 % distributor say Yes advertising help in increase the sales volume of cola because advertisement is the base of the product introduce first time in the market and 46 % distributor say No advertising help in increase the sales volume of cola.

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Suggestions & Recommendations

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Suggestions & Recommendations

Lumbini Beverages Pvt. Ltd. should introduce some change in its marketing function and advertising to market more rational. The following factors to be worthy of consideration:1. A complain Register should be provided by the company to every distributor in every route so that, retailers/customers can write their problems. The complain register should be checked by consumer executive and depot in charge at time to time. 2. A clear notification should be given to teach distributor and each route agent to give cash memo (with printed number) and maintain route card for every transaction. 3. Proper care should be given the companys employees at the time of scheme close. Signature of scheme receiving on the cash memo should be taken and it should be also maintained in route card. Claim of scheme should be passed after the deeply stud y of above three points i.e. difference between opening stock and closing, signature of scheme receiving on the cash memo and sells maintained in the route card. 4. Some retailers keep other companies products in the Pepsis fridge, while is provided by the company. To check
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additional scheme be given in every month, in the peak seasons After the checking of Pepsis Fridge (3or 4 times in every month ) if It is found that retailer does not keep other companies products in the Pepsis Pepsi fridge the claim of scheme should be passed . Thus we can improve/increase its sell and employees activities. 5. There is no electricity problem in the whole area of Patna. For chilled soft drink, ice box which is compulsory and dredge both should be provided by the company.

6. The numbers of outlets are too much. So it is required to short the route and extra vehicles/tricycles provide in this route. 7. Facilities provided by the company should be increased. Facilities requirements should be fulfilled in all the rural and urban area properly after deeply study for various aspects or retailers by the help of company employee and depot incharge. 8. The vendors can also be provided with uniform by the company in order to give them visibility.

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9. An

appropriate and

name

should

be given

to these

tricycles

properly advertisement

thus giving them

some sort of identity. 10. In winters, as the sales from these tricycles may be very low because of seasonal factors of beverages . 11. It is vital take for Lumbini Beverages Pvt. Ltd. that Beverages Pvt. Ltd. should think of introducing such packs Beaver its various brands

maintain the performance of Pepsi in future therefore performance of soft drink was very good in this year in comparison of coke. 12. Now a day with the introduction of tetra packs such as fruity, Tree Top etc. So Lumbini Beverages Pvt. Ltd. should think of introducing such packs of its various brands of beverages. 13. Lumbini beverages Pvt. Ltd. should be provided its the rural area also.

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LIMITATIONS

LIMITATION S As I was asked to carry on my vocational training I found the following limitations during my training period. So I could not collect all information regarding my topic. (i) (ii) Shortage of time factor was one of the biggest constraints. Most stress was given on the primary data as it was difficult to collect secondary data from the organization and distribution since it is difficult to ascertain the authenticity of their statements. (iii) All the observation and recommendation will be made on the feed back

Conclusion

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Conclusion
In the earlier chapters of this report on various aspects of soft drinks industry with particular referenceto establishment Pvt. Ltd. of Lumbini Beverages Its organizational structure and

channel of Distribution Lumbini Beverage Pvt. Ltd. etc have been studied Present chapter is an attempt to summaries the whole report and present a view suggestion. From the data analysis and survey conducted by me, I arrived at the following conclusions:(1) Pepsi has the entire flavor i.e. Cola, Leman, Orange, Mango in the market and its market share is comparatively more than Coke. (2) The majority of the retailers deal in all brands of Pepsi and CocaCola. (3) One of the major drawbacks of Pepsi products is that all the flavors do not reach at each and every retail outlets but competitors products do reach that is why competitor enters in to Pepsi exclusive outlets . (4) The major problem faced by the distributor is the shortage of supply particularly pets.
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(5) Distributor

functions

just

as

order

takes;

they

should

contribute me and communicate to the retailers. (6) It should be checked that whether our products is reaching to the outlets timely and regularly or not. (7) Although the Visi-cooler, Sign board/Display rack and Glass strength provided by Pepsi are more than Coke but still there are number of retailers, who are either not having these or others have provided them . (8) There is irregular in the supply of Visi-cooler, some retailers, which sell more are not (9) Some of the provided Visi-cooler which some provided by Pepsi is not retailers, which sell less, are provided visi- cooler. Visi-cooler functioning properly, complaints regularly, are entertained after a long time. (10) Most of the retailers are in need of board but not provided by the Pepsi Company. (11) Most of the retailers especially small retailers have complained that the sales man doesnt inform about any sales promotional scheme.

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Bibliography

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Bibliography BOOKS Kotler, Philip, Marketing Management, Pearson Education,12th edition, 2008, New Delhi. Kothari, C.R., Research Methodology, Second Revised Edition, New age International Publishers. MAGAZINES

Business world, November, December Edition. Competition Success Review, November, December.

SEARCH ENGINE www.google.com WEBSITE www.pepsico.com

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Annexure

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QUESTIONNAIRE
Name: . Address: .

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.......... Contact No: -................... (1) How you came to know about Pepsi Brand Products? (a) TV (d) Friends (b) Radio (e) other (c) Newspaper

(2) Monthly sales (in Rs.) (a) Less than 5000 (c) 10,000 to 15,000 (b) Between 5000 to 10,000 (d) Above 15,000

(3) Which brands of soft drinks are available in the outlet? (a) Pepsi Cola (c) Mirinda (L) (e) Slice (b) Mirinda (d) 7Up (f) Mountain Dew

(4) When a customer comes to your shop which brand of soft drinks He/she demands? (Rank them). (a) Pepsi (c) Others (5) Number of carets sold per month of soft drinks. (a) 0 - 50 carets (c) 100 to 150 carets (b) 50 to 100 carets (d) 150 to 200 carets (b) Coca Cola

(6) What is the position delivery of Pepsi products? (a) Very Good (c) Bad (a) Daily (d) Fortnightly (b) Good (d) Worst (b) Alternate Day (c) Weekly

(7) What is the frequency of the visit of Pepsi executive?

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83 (8) Which types of outlets are selling more? (a) General Store (c) Betel Shop (e) Other (9) Which factors affect the sale most? (a) Advertisement (c) Presence (e) Price (a) Pepsi (c) Both soft drinks. (a) Yes (a) Yes Volume of Pepsi? (a) Yes (14) ( b) No (b) No (b) No (12) Have you been provide with sign board/display rack by Coke Company? (13) Do you think that aggressive advertising further help you to increase the sales (b) Scheme (d) Taste (f) Others (b) Coca Cola (d) Own (b) Restaurant (d) Sweet Shop

(10) Which company Visi-Cooler do you have?

(11) Do you know about all flavors pack (size) and respective wholesale price Pepsi

Any Suggestion on the Pepsi brand..........

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