PROJECT REPORT ON MARKET SHARE AND PRODUCT MIX OF PEPSICO.

GUWAHATI, ASSAM

The report is submitted in partial fulfillment for the requirement of this degree of Bachelor of Business Administration in Sikkim Manipal University.

Sikkim Manipal University, Majhitar ,Sikkim, Gangtok-737101 Submitted by Submitted to : Rajesh Chamlagain, BBA 3rd Semester : Ms, Jerusha Shrestha, Assistant Professor-2 Management Department : 200819026 : 2010 : Mr. Santpal Kashyap ,Marketing Development Manager, PepsiCo

Regn. No. Year Organizational Guide

ACKNOWLEDGEMENT
The summer project at PEPSICO has been an enriching experience. The learning of the project will go a long way enabling me to future activities. No project sees the light of the day without the help of certain individuals. I would like to express my sincere gratitude to people who were instrumental in making this project possible.

I would like to thank Mr.Santpal Kashyap (Marketing Development Manager) for giving me the opportunity to do the project with PEPSICO.

I would like to acknowledge the immense help and assistance to all C.E and P.S.R whose timeless efforts were invaluable in the completion of this project, for providing professional knowledge and assistance without which this project would not have been a success. It was a great learning experience and I would like to appreciate PepsiCo Team of Guwahati for their excellent work environment facilities. I would like to thank Ms.Jerusha Shrestha, who as an institutional guide offered his valuable guidance in carrying out my project report successfully and all my faculty members for their kind support during tenure of my project. Date . Rajesh Chamlagain BBA 5th Semester Sikkim Manipal University

PREFACE

Marketing plays vital role in todays business scenario in consumer product Company, when there is such a high competition in the market.

The emphasis in the project is providing the study and an insight into Indian FMCG Business Scenario. The Summer Project is designed to provide participation of BBA program as on the job experience. This has given a chance to try and apply the academic knowledge and gain insight into corporate culture. This helps in developing decision-making abilities and emphasizes on active participation by the student.

We gained valuable experience & knowledge during the survey. The Project consists of our findings after data analysis & then conclusions were drawn and finally recommendations were put forward.

Keeping all this view the report is being prepared for marketing department of NEPD, for the specially assigned topic-Market Share and Product Mix of PepsiCo. in the market and Impact of P.O.G upon the retailers and convince them that P.O.G is beneficial to them [P.O.G stand for Plan-O-Gram whose meaning is explained in the analysis part]

DECLARATION

I Rajesh Chamlagain declare that this project report entitled market share and product mix of PEPSICO (Project I) and Impact of Plan-O-Gram upon retailers Project II). Project is an original piece of work done and submitted by me towards partial fulfillment of my graduate program in BBA, under the guidance of Mr. Santpal Kashyap(marketing development manager) PepsiCo..

Date.

.. Signature

EXECUTIVE SUMMARY

PROJECT TIITLE

: MARKET SHARE and PRODUCT MIX & IMPACT OF P.O.G ON RETAILERS

NAME OF THE ORGANIZATION

: PEPSI (North East Pure Drink Pvt. Ltd.)

NAME OF PROJECT TRAINEE

: Rajesh Chamlagain

DURATION OF PROJECT

: 6 to 8 weeks

ORGANISATIONAL GUIDE

: Mr.Santpal Kashyap, Marketing Manager,NEPD

INSTITUTIONAL GUIDE

: Ms. Jerusha Shrestha Assistant Professor-2,Management Department

MAJOR OBJECTIVES

: To find out the market share and product mix of the company.

METHODOLOGY

: A survey method was undertaken through a questionnaire for 300 retailers.

RESEARCH APPROACH

: Descriptive

PROJECT PLAN
My project duration was from 1st June to 31st of July. The total working procedure I carried in this duration is given below:

1st June to 10th of June: It was my first step in the organization. In this period I was sent to various markets along with one of the employee of the company in order to know their market properly and learn the company working methods.

11th June to 12th June I was assigned my project topic i.e Product mix and Market Share of the company in four markets i.e. Ganeshguri, Bhangargarh ,G.S road and Khanapara in Guwahati and was given two days time to prepare the questionnaire and get it approved.

12th June to 6th of July During this period I performed a survey in the provided market based on the questionnaire I prepared.

7th Jul to 10th July I prepared the detail report of my findings and research and presented it to the organizational guide.

11th July As I completed my project before time I took initiative of taking another project and with advice of my organizational guide. Mr.Jitendra Kumar I consulted the organizational guide who assigned me a new project topic i.e. Impact if Visi-Cooler upon the retailers.

11th July to 25th July I prepared a Questionnaire based on the topic and got approved by my organizational guide and performed my survey in two markets assigned by the company i.e. Noonmati and Zoo Road.

25th July to 28th July I prepared a detail report on the survey and presented it to the organization.

28th to 31st July I prepared my project report on both the project assigned to me and submitted it to the company. I am very glad that I was able to complete my both projects successfully with the help of my internal guide Mr.Jitendra Kumar and my organizational guide Mr.Santpal Kashyap.

TABLE OF CONTENTS Acknowledgement Preface Declaration Executive Summary Project Plan Table of contents Ch-1: Introduction 1.1: History 1.2: PepsiCo in India 1.3: Marketing strategies 1.4: Guwahati Market Ch-2: Research Methodology 2.1: Meaning 2.2: Type of Research Design used 2.3: Why were these used? 2.4: Types of data collection used 2.5: SWOT Analysis Ch-3: Project-1 3.1: Objective, Scope and Limitation 3.2: Analysis of Questionnaire 3.3: Findings 3.4: Recommendations 2 3 4 5 6 8 10 11 12 13 14 15 16 16 16 18 19 20 21 22 35 36

Ch-4: Project-2 4.1: Objective, Scope and Limitation 4.2: Analysis of Questionnaire 4.3: Findings 4.4: Recommendations Ch-5: Conclusion Ch-6: Annexure Ch-7: Bibliography

37 38 39 45 46 47 49 53

CHAPTER-I INTRODUCTION

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1.1 HISTORY OF PEPSI

Pepsi is a soft drinks produced and manufactured by PepsiCo. It is soldin many places such as retail stores, restaurants, schools, cinemas and from vending machine. The drink was first made in the 1880s by pharmacist Calab 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.

It was first introduced in North Carolina in 1898 by Caleb Bradham who made it at his pharmacy which sold the drink which was known back then as "Brad's Drink", and was later named Pepsi Cola possibly due the digestive enzyme pepsin and kola nuts used in the recipe. Bradham sought to create a fountain drink that was delicious and would aid in digestion and boost energy. In 1903, Bradham moved the bottling of Pepsi-Cola from his drugstore into a rented warehouse. That year, Bradham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ounce bottles, and sales increased to 19,848 gallons. In 1926, Pepsi received its first logo redesign since the original design of 1905. In 1931, the Pepsi-Cola Company went bankrupt during the Great Depression - in large part due to financial losses incurred by speculating on wildly fluctuating sugar prices as a result of World War- I. Assets were sold and Roy C. Megargel bought the Pepsi trademark.[3] Eight years later, the company went bankrupt again. Pepsi's assets were then purchased by Charles Guth, the President of Loft Inc. Loft was a candy manufacturer with retail stores that contained soda fountains. He sought to replace Coca-Cola at his stores' fountains after Coke refused to give him a discount on syrup. Guth then had Loft's chemists reformulate the Pepsi-Cola syrup formula. During the Great Depression, Pepsi gained popularity following the introduction in 1936 of a 12-ounce bottle. Initially priced at 10 cents, sales were slow, but when the price was slashed to five cents, sales increased substantially. With a radio advertising campaign featuring the jingle "Pepsi cola hits the spot / Twelve full ounces, that's a lot / Twice as much for a nickel, too / Pepsi-Cola is the drink for you," arranged in such a way that the jingle never ends. Pepsi's success under Guth came while the Loft Candy business was faltering. Since he had initially used Loft's finances and facilities to establish the new Pepsi success, the near-bankrupt Loft Company sued Guth for possession of the Pepsi-Cola company.

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1.2 PEPSICO IN INDIA

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, Mirinda 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. 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 Chipps and traditional snacks under the Kurkure and Lehar brands. The companys high fibre 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 Chipps 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 farmers.

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1.3 MARKETING STRATEGIES OF PEPSI

8 steps call

This is a method in which a marketing executive of a PEPSICO follows 8 step while dealing with the retailers in the market. This method is not only applicable for the company but also to an individual in his daily life. The method follows the following steps: 1. 2. 3. 4. 5. 6. 7. Preparation Greet the customers Stock check Determine the order Presentation Cup side the brief Administration

MIT(Market Impact Team)

MIT refers to a group of CEs (Customer Executive) who visits a particular market and promotes the company. It is done by playing a lottery program. A retailer is given cheat papers in a box and he is asked to pick one and whatever is written in the paper will be his gift from companys side. The personnel of the company make aware of the brand simultaneously and even succeed to take orders from the retailers. This event regularly takes on Monday. EDS(Every Dealer Survey)

EDS is performing a detail survey on each and every outlet(rather cokes or Pepsis) present in a particular market. It is done in order to determine the actual state of market. A customer executive prepares a questionnaire and visits every retailer that comes under his territory and finds out the situation of PEPSI in the market.

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1.4 GUWAHATI MARKET PepsiCo is a soft drink produced and manufactured by PepsiCo. It is sold in many laces such as retail stores, restaurants, schools, cinemas and from vending machines. The market of PEPSI products in Guwahati covered only 6% market share before 2 years but now it almost covers 45%of the market. Hence we can see that the position of the market of Guwahati is in the increasing stage.Comparing the service provided by PEPSI and Coca Cola we can say that there is not much time left for PEPSI to cover more than 50%of the market in Guwahati.

HIERARCHY OF PEPSI

C.E T.D.M A.D.C M.E UNIT MANAGER M.D.M M.D.C

P.S.R

MERCHANDISER

M.E.M

M.E.C

Abbreviation: T.D.M-Territory Development Manager M.D.M-Marketing Development Manager executive M.E.M-Marketing Equipment Manager A.D.C-Account Development Manager M.D.C-Marketing Development Coordinator M.E.C-Marketing Equipment Manager P.S.R-Pre Sales Representative 14 M.E-Marketing Executive C.E-Customer

CHAPTER-2 RESEARCH METHODOLOGY

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2.1 MEANING: Research methodology is a way to systematically solve the research problems. It may be understood as a science of studying how research is done scientifically. We study the various steps that are generally adopted by a researcher in studying his research problem along with the logic behind them. It is necessary for the researcher to know not only need to know how to develop certain indices or tests, how to calculate the mean, the mode, the median, standard deviation and chi square, how to apply the particular research techniques, are relevant and which are not and what would they mean and indicate and why? Researchers also need to understand the assumptions underlying various techniques and they need to know the criteria by which they can decide that certain techniques and procedures will be applicable to certain problems and others will not. 2.2 What type of research design was used? Exploratory and Descriptive research design was used. 2.3 Why were these used? Descriptive research, also known as statistical research, describes data and characteristics about the population or phenomenon being studied. Descriptive research answers the questions who, what, where, when and how... Although the data description is factual, accurate and systematic, the research cannot describe what caused a situation. Thus, Descriptive research cannot be used to create a causal relationship, where one variable affects another. In other words, descriptive research can be said to have a low requirement for internal validity. The description is used for frequencies, averages and other statistical calculations. Often the best approach, prior to writing descriptive research, is to conduct a su rvey investigation. Qualitative often has the aim of description and researchers may follow-up with examinations of why the observations exist and what the implications of the findings are. In short descriptive research deals with everything that can be counted and studied. But there are always restrictions to that. Your research must have an impact to the lives of the people around you. For example, finding the most frequent disease that affects the children of a town. The reader of the research will know what to do to prevent that disease thus; more people will live a healthy life. Exploratory research provides insights into and comprehension of an issue or situation. It should draw definitive conclusions only with extreme caution. Exploratory research is a type of research conducted because a problem has not been clearly defined. Exploratory research helps determine the best research design, data collection method and selection of subjects. Given its fundamental nature,

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exploratory research often concludes that a perceived problem does not actually exist. Exploratory research often relies on secondary research such as reviewing available literature and/or data, or qualitative approaches such as informal discussions with consumers, employees, management or competitors, and more formal approaches through in-depth interviews, focus groups, projective methods, case studies or pilot studies. The Internet allows for research methods that are more interactive in nature: E.g., RSS feeds efficiently supply researchers with up-to-date information; major search engine search results may be sent by email to researchers by services such as Google Alerts; comprehensive search results are tracked over lengthy periods of time by services such as Google Trends; and Web sites may be created to attract worldwide feedback on any subject. The results of exploratory research are not usually useful for decision-making by themselves, but they can provide significant insight into a given situation. Although the results of qualitative research can give some indication as to the "why", "how" and "when" something occurs, it cannot tell us "how often" or "how many." Exploratory research is not typically generalizable to the population at large. A defining characteristic of causal research is the random assignment of participants to the conditions of the experiment; e.g., an Experimental and a Control Condition.. Such assignment results in the groups being comparable at the beginning of the experiment. Any difference between the groups at the end of the experiment is attributable to the manipulated variable. Observational research typically looks for difference among "in-tact" defined groups.

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2.4 What data collection methods were used? Primary Data Secondary Data Survey Primary Data Collection Methods: In primary data collection, you collect the data yourself using methods such as interviews and questionnaires. The key point here is that the data you collect is unique to you and your research and, until you publish, no one else has access to it. There are many methods of collecting primary data and the main methods include: Questionnaires Interviews

Secondary Data Collection Methods: All methods of data collection can supply quantitative data (numbers, statistics or financial) or qualitative data (usually words or text).Quantitative data may often be presented in tabular or graphical form. Secondary data is data that has already been collected by someone else for a different purpose to yours. Survey: Surveys are used to collect quantitative information about items in a population. Surveys of human populations and institutions are common in political polling and government, health, social science and marketing research. A survey may focus on opinions or factual information depending on its purpose, and many surveys involve administering questions to individuals. When the questions are administered by a researcher, the survey is called a structured interview or a researcher-administered survey. When the questions are administered by the respondent, the survey is referred to as a questionnaire or a self-administered survey. What Data Collection Devices were used? In primary data: Questionnaire (Mixed) Close ended Personal Interview In Secondary Data: Search Engines Wikipedia & Encyclopedia Google www.pepsiindia.com

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2.5 SWOT ANALYSIS OF PEPSICO STRENGTH -Pepsi has a broader product line and outstanding reputation. -Record revenues and increasing market share. -Lack of capital constraints (availability of large free cash flow) -PepsiCo sells three products through the same distribution channel. WEAKNESS -Pepsi hard to inspire vision and direction for large global company. -Not all PepsiCo products bear the company name -PepsiCo is far away from leader Coca-cola in the international market-demand is highly elastic. OPPORTUNITY -Food division should expand internationally -Non carbonated drinks are the fastest growing part of industry. -There are increasing trend toward healthy foods. -Focus on most important customer trend. THREATS -Pepsi is blamed for pesticide residues in their products in one of their most promising and emerging market e.g. in India -Over 50 percent of the companys sales come from Frito -Lay: this is a threat if the market takes a downturn. -PepsiCo now competes with Cadbury Schweppes,Coca-Cola and Kraft foods which are financially sound. -Size of company will demand a varied marketing program; Social, cultural, economic, and political and government constraints

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CHAPTER-3 PROJECT-1

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3.1 OBJECTIVE, SCOPE AND LIMITATIONS OF STUDY

OBJECTVE The major objective of the study is to find out the total market share of the company in the given market and to find out the share of each product according to their size and taste i.e. product mix and category mix of the product. The other objectives are: a) To learn the way of dealing the various types of customers. b) To determine which brand has the highest demand in the market.

c) To find out the retailers level of satisfaction in case of scheme, quality, supply and VISI COOLER.

SCOPE: The scope of the projects is bounded by the study. Since the project objectives are sufficient for the study, the project itself also has sufficient scope. LIMITATIONS: The limitations of the study are listed below: a) The survey was restricted to only 4 markets, namely Ganeshguri, Khanapara, Bhangarghar and G.S road.

b) There was lack of interest and unenthusiastic responses from few respondents. c) Findings are based on the views expressed by the consumers. So it may suffer from biased prejudices.

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3.2 ANALYSIS OF QUESTIONNAIRE

ANALYSIS Area covered: Bhangarghar, Ganeshguri, Khanapara and G.S. road As the survey was based on market share and product mix of the company, hence well framed questionnaire was prepared to give a proper dimension to the study undertaken. The details of the findings have been described in this chapter. I would like to describe the meaning of some words that are used in this analysis: a) E.C.G The retail stores are divided in three channel i.e. Eatery, Convenience and Grocery and hence in short they are mentioned as E.C.G. Eatery: The outlet where people can sit and have something to eat are claimed as eatery outlet. The outlet should have at least 8 sitting arrangements for their customers. Grocery: Outlets where we can buy groceries like rice, daal and other similar products are known as grocery. Convenience: Outlets other than eatery and grocery are known as Convenience. b) S.K.U S.K.U stands for Stock Keeping Unit. S.K.U means every individual product having taste and size different tha the other product. For example a 500ml PEPSI is different S.K.U and a 2ltrs PEPSI is a different S.K.U.The S.K.Us of PepsiCo is shown below:

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CSD (Carbonated Soft Drink) Size 300ml 500ml 2ltrs 250ml 330ml

Pepsi

Yes

Yes

Yes

Yes

Yes

Mirinda

Yes

Yes

Yes

Yes

Yes

7UP

Yes

Yes

Yes

Yes

Yes

Mountain Dew

Yes

Yes

Yes

Yes

Yes

Diet Pepsi

Yes

No

No

No

Yes

NCB (Non Carbonated Baverages) Size 200ml 200ml(Tetra) 500ml 1.2ltrs

Slice

Yes

Yes

Yes

Yes

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Below is given the total analysis of the study taken: 1) Type of Channel Study was conducted to determine the type of channel visited during the survey. (Refer to Question I No.1 of the Questionnaire I in the Annexure) Table 3.1: Determination of type of channel: S.N 1 2 3 Type of channel Eatery Grocery Convenience Total No. outlet 100 91 116 307 of

CHANNEL TYPE

Convinience 39%

Eatery 32%

Grocery 29%

Interpretation: As given in the chart, out of 307 outlets surveyed 100 are Eatery 91 are Grocery and 116 are Convenience which makes 32% Eatery stores, 29% Grocery stores and 39% Convenience store.

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2) Type of outlet Study was conducted to determine the type of outlet visited during the survey. (Refer to Question No.2 of the Questionnaire I in the annexure.).The analysis is shown below. Table 3.2: Determination of type of channel S.N 1 2 3 Type outlet PI CCX Mixed Total of No. outlet 47 34 226 307 of

OUTLET
PI 15% CCX 11%

MIXED 74%

Interpretation: As given in the chart, out of 307 outlets surveyed 47 outlets were PEPSI INCLUSIVE, 34 were COCA COLA Exclusive and 226 were mixed outlets. Hence we c.an say that 15% were Pepsi Inclusive outlet, 11% were Coca-Cola Exclusive and 74% were mixed outlets

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3) Consumers demand for the product Study was conducted to determine which product consumer prefers most. (Refer to Question No.3 of the Questionnaire I in the Annexure).The analysis is shown below: Consumer's 1st preference Coke 206

Pepsi

101

DEMAND OF THE PRODUCT

33% Coke Pepsi 67%

Average Sales/Day Coke=3.2 Pepsi=3.6

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4) Demand of the product (According to S.K.U) Study was conducted to determine the demand of each S.K.U in the market. (Refer to Question No.6 of the Questionnaire I in the annexure). This can also be referred as the category mix of the product. The analysis is shown below: Most preferred S.K.U 300ml 500/600ml 2ltrs/1.5 ltrs 250 ml 330 ml 91 196 20 0 0

DEMAND OF THE PRODUCT ACC.TO S.K.U

250 196 300ml 150 91 500/600ml 2ltrs/1.5 ltrs 250 ml 330 ml 50 20 0 0 300ml 500/600ml 2ltrs/1.5 ltrs 250 ml 330 ml 0

200

100

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5) Demand of product (According to taste) Study was conducted to determine the demand of the product according to the taste of the product i.e. cola orange, clear lemon, cloudy lemon, neon lemon and mango in the market. (Refer to Question No.5 of the Questionnaire I in the annexure).This can also be referred as the Breakup of flavors. The analysis is shown below: Cola 40

Orange Clear lemon Cloudy Lemon Neon Lemon Mango

90 75 5 10 110

DEMAND OF THE PRODUCT ACC. TO TASTE

120 100 80 60 40 40 20 0 Cola Orange Clear Lemon Cloudy lemon Neon Lemon Mango 5 10 90 75 110 Cola Orange Clear Lemon Cloudy lemon Neon Lemon Mango

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6) Product mix Study was conducted to determine the product mix of PEPSI and COKE in the market. (Refer to Question No.5 of the Questionnaire I in the annexure.The analysis is given below: Cola Pepsi Coke Thumbs up Mirinda Fanta 7UP Spriite Limca Mountain Dew Slice Maaza 20 10 10 60 30 30 45 5 10 40 70

Orange Clear lemon Cloudy Lemon Neon Lemon Mango

Product mix of Pepsi

Pepsii 12%

Slice 23%

Mountain Dew 12%

Mirinda 35%

7UP 18%

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Product mix of Coke

Coke Thumbs up 6% 6% Maaza 41% Fanta 18%

Limca 3%

Spriite 26%

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7) CSD or NCB Study was conducted to determine whether consumer prefer Carbonated Soft Drinks or Non Carbonated Beverages. (Refer to Question I No.5 of the Questionnaire I in the annexure. The analysis is given below:

CSD or NCB

CSD NCB

231 76

250

200

150 CSD 100 NCB

50

0 CSD NCB

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8) Overall market share Study was taken place to determine the overall market share of the company. The analysis is given below: Total outlet PEPSI COKE 273 260 Market Share 51.12% 48.78%

Market Share

48.78% 51.12%

PEPSI COKE

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9) LEVEL OF SATISFACTION OF CUSTOMERS I have surveyed more than 300 outlets in Guwahati. I found that level of satisfaction of customer and need of customer. Which services they wants , which product they like, which schemes they preferred , those who are not interested in PepsiCo and or coca cola, Pepsi monopoly market and coke monopoly market, whose who are ready to sell the soft drinks but they do not get it, those who are satisfied customer etc.The data are given below:

Service complain

Coke

Scheme issue Supply Problem Visi Problem Satisfied

225 23 0 12 0 0 1 272

Pepsi

Scheme issue Supply Problem Visi Problem Satisfied

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LEVEL OF SATISFACTION IN PEPSI

Series1 300 250 200 150 100 50 1 0 Visi Problem Scheme issue Satisfied Supply Problem 0 0 272

LEVEL OF SATISFACTION IN COKE

Series1 250 200 150 100 50 0 Scheme issue Supply Problem Visi Problem Satisfied 23 0 12 225

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3.3 FINDINGS 1) After surveying the 300 respondents if we compare the data Pepsi has an edge over coke. In international scenario Pepsi has less market share due to its sweeter taste than other beverages brand and most of the people are in favor of strong taste.

2) General stores sell more soft drink rather than other stores.

3) 500 ml is a more consumable size by the consumer compare to other sizes. 4) Among the Channels through which PEPSI sell its product Eatery is the largest in population. 5) Rather that keeping one companys product people prefer to keep both the products as we can see that mixed outlet covers 74% of the market than the monopoly one. 6) Though in the market I covered the Market Share of PEPSI was more but consumer still preferred to drink Coke products. (Analysis 3)

7) Most of the people prefered to drink orange cold drinks rather than other taste available.

8) As cold drinks are more preferred by youths they prefer to drink Carbonated Soft Drinks more than Non Carbonated Beverages.

9) The pricing of Pepsi is better than that of coke as they are in whole number.

10) There are various types of customers and each customer should be handled differently. 11) Customers are more satisfied by the service given by PEPSI than COKE as PEPSI people visit their outlet daily and handle their customers problems and solve them then and there whereas Coke people rarely visit their outlet and response to their customers complain is very slow.

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3.4RECOMMENDATIONS As per my view PEPSI is doing perfectly in maintaining and increasing its market share but still I have mentioned some suggestion which can be more effective for the company to carry out its operation: 1) The company should focus more on the General stores than other stores as they are able to attract more consumers than any other type of stores.

2) The company should come out with the strategies to covert the mixed outlets to PEPSI exclusive outlets and grab the Coke outlet as well.

3) Though market share of PEPSI is more in these markets but as observed in the analysis 3 it is still not able to penetrate consumers mind. So now the company should focus not only on market penetration but also on penetrating consumers mind.

4) It is seen that Coca-Cola have already launched its lemon product LMN iin Guwahati market but PEPSI is still behind in launching Nimbooz. Hence it can be left behind due to one product. I strongly recommend PEPSI to launch Nimbooz as soon as possible in the market.

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CHAPTER-4 PROJECT-2

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4.1OBJECTIVE,SCOPE AND LIMITATIONS OF STUDY OBJECTVE The major objective of the study is to find out the impact of P.O.G system applied by the company to arrange their product in the Visi Cooler upon the retailers and convince the unsatisfied retailers that the P.O.G system is beneficial for them.

SCOPE: The scope of the projects is bounded by the study. Since the project objectives are sufficient for the study, the project itself also has sufficient scope.

LMITATIONS: a) The Survey was restricted to limited market i.e. Zoo road and Noonmati b) As I was asked to convince the unsatisfied customers and most of they were satisfied. So I did not get much chance to use my ideas in the market.

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4.2 ANALYSIS Area covered: Noonmati and Zoo Road To see the detail data collection of the survey Click Here As the survey was based on impact of P.O.G system in Visi Cooler upon the retailers,, hence well framed questionnaire was prepared to give a proper dimension to the study undertaken. The details of the findings have been described in this chapter. I would like to describe the meaning of some words that are used in the analysis: a) Visi-Cooler Visi Cooler is a fridge provided by the company to the retailers. Visi means visible and cooler means cooling machine. Hence the product kept inside a Visi-Cooler is properly visible and probably it keeps the product cool. There are various rules assigned to the retailers and the P.S.R in order to maintain the Visi-Cooler: i) The retailer is not allowed to keep any other products in Visi-Cooler other than Pepsi products. ii) In case the retailers decide not to keep the Pepsi product then he have to return the Visi-Cooler to the company. iii) Respective P.S.R of the company are required to visit each and every outlet in their respective area everyday. iv)It is the duty of a P.S.R to arrange the product according to P.O.G system in the Visi-Cooler. b) P.O.G P.O.G stands for Plan-O-Gram i.e. arrangement of the Pepsi products in a planned way. Everyday the P.S.R of the company visits evy outlet in his market and arrange the product in the Visi-Cooler according P.O.G system.

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The analysis of the study is given below: 1. VISI SIZE Study was conducted to determine the VISI SIZE of PEPSI in the market. (Refer to Question No.1 of the Questionnaire II in the annexure. The analysis is given below: Visi size 110 220 320 400 6 26 31 15

Visi Size
110 ltrs 8% 400 ltrs 19% 220 ltrs 33% 320 ltrs 40%

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2. VISI PURITY Study was conducted to determine the VISI PURITY of PEPSI in the market. (Refer to Question No.2 of the Questionnaire II in the annexure. The analysis is given below: Visi purity Pure Not pure 60 18

Visi Purity

Not pure 23%

Pure 77%

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3. Visi Charge Study was conducted to determine the VISI CHARGE of PEPSI in the market. (Refer to Question No.3 of the Questionnaire II in the annexure. The analysis is given below: Visi Charge Charged Not Charged 35 43

Visi Charge

Charged 45% Not Charged 55%

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4. IMPACT OF P.O.G Study was conducted to determine the impact of P.O.G system upon the retailers. (Refer to Question No.4 of the Questionnaire II in the annexure. The analysis is given below: Impact of P.O.G Positive 68

Negative

10

Impact of P.O.G
Negative 13%

Positive 87%

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5. SUCCESSFUL IN CONVINCING Study was conducted to convince the unsatisfied retailers about the benefits of P.O.G (Refer to Question No.5 of the Questionnaire II in the annexure. The analysis is given below: Successful in Convincing Convinced Not Convinced 10 0

Success in convincing

Not Convinced 0%

Convinced 100%

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4.3 FINDINGS 1) The Visi-Cooler is usually not in order before P.S.R visit the store as the shopkeepers are fully dependent on them.

2) 220litres Visi-Cooler is most widely available Visi-Cooler in the market.

3) PEPSI provides two types of refrigerator i.e. Visi-Cooler and O.Y.C.

4) O.Y.C is the refrigerator that the retailers buy from the company and can keep any product he desires whereas in case of Visi-Cooler only PEPSI products can be kept.

5) P.O.G system helps the retailers to reduce time, reduce electricity consumption, looks attractive and so on.

6) According to the company personnel the retailers can only be convinced by showing them the financial benefits but after completing the survey I got the conclusion that they care more about their convenience, efficiency and ease.

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4.4 RECCOMENDATIONS 1) Unlike PEPSI, Coke provides a proper space of their own for keeping their VisiCooler by covering their Visi-cooler in a iron cover with a lock which can be kept outside. Hence Pepsi too can use such methods in order to provide space to customers.

2) PepsiCo should provide a space inside their Visi-Cooler to keep other product as well so that the retailers would be more interested in keeping the Visi.

3) The company should keep a reward system for those retailers who maintain P.O.G in their Visi-Cooler themselves.

4) In Guwahati, the highest capacity Visi-Cooler is 400ltrs Visi. Some outlets actually require and demand for bigger ones .So company should provide with 800ltrs and 1200ltrs Visi which are available in other parts of India.

5) The Pepsi people should show the unsatisfied retailers their own sales data before and after applying the P.O.G system.

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CHAPTER-5 CONCLUSION

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CONCLUSION The study was to made to find out the market share and product mix of the company on certain market namely Ganeshguri , Khanapara, G.S. Road and Bhangarghar and to analyze the impact if P.O.G system upon the retailers in the market Zoo Road and Noonmati.

The survey gives the researcher the scope opportunity to know the market of a FMCG product at a glimpse and provide detail information about PEPSI.

PEPSI has a good position in the market. Its main competitor is COCA COLA. Though coke has greater share while comparing all the markets in Guwahati (according to companys data), Pepsi is not so far from it to make its share equal to coca cola.

PEPSI has a wide range of scope and hence the company may try to capture them for a better market position. The study provides some recommendations and feedbacks from the retail customer to increase the market share of the company. Hope these recommendations and feedbacks may prove to be constructive to the company.

This emerges. therefore that the survey apart from curriculum and business provides a vast information form marketers point of view.

Moreover, this study opens up new ways to future studies in this direction.

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CHAPTER-6 ANNEXURE QUESTIONNAIRE

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QUESTIONNAIRE I Name:.. Tel Ph.: 1. Channel Type: *Eatery *Grocery

*Convenience

2. What is the type of your store? a) PEPSI Exclusive b) COKE exclusive

c) Mixed

3. Which companys does consumer ask for usually? a) PEPSI b) COKE

4. How many cases of product do you sell in one day? PEPSI: COKE: 5. Breakup of Flavors?

Cola : Pepsi

Coke

Orange : Thumsup Mirinda

Fanta

Clear Lemon : Mirinda Fanta

Cloudy Limca

Neon Mango : M.Dew Slice

Maaza

6. Which type of S.K.U has the highest demand in the market?

a) 300ml(GRB) c) 2 ltrs/1.5ltr (PET) e)330ml(CAN)

b) 500/600ml(PET) d)250ml(CAN)

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7. Which is more popular among the consumers? a) CSD b) NCB

8. What are the unsatisfied issues you have with the company? i) PEPSI

a) Scheme issue c) Visi Problem e) Satisfied

b) Supply problem d) Product Quality

ii)

COKE

a) Scheme issue c) Visi Problem e) Satisfied

b) Supply problem d) Product Quality

9. What are the services that this company provides you that the other one do not?

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QUESTIONNAIRE II Name Address..

1. Visi Size a) 110 ltrs c) 320 ltrs b) 220 ltrs d) 400ltrs

2. Visi Purity a) Pure b) Not Pure

3. Visi Charge a) Charged b) Not charged

4. Impact of P.O.G a) Positive b) Negative

5. Convinced or not a) Yes b) No

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CHAPTER-8 BIBLIOGRAPHY

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WEBSITES: www.pepsi.com www.pepsicoindia,com www.wikipedia.com www.encyclopedia.com BOOKS: Research Methodology- C.R.Kothari Marketing Research- B. S. Bedi Principles of Marketing- P. Kotler & Armstrong

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