INSTITUTE OF MANAGEMENT STUDIES,

DEHRADUN
SESSION: 2007-2010
A
PROJECT REPORT ON
COMPARATIVE ANALYSIS OF PEPSI AND COKE
FOR THE PARTIAL FULFILLMENT OF
H.N.B. GARHWAL UNIVERSITY FOR
REQUIREMENT OF BACHELORS DEGREE IN BUSINESS
ADMINISTRATION

SUBMITTED TO:

SUBMITTED BY:

MR.ASIF KHAN
(LECTURER)

ANURAG SAHU
BBA-VI TH SEM
BB07025
CERTIFICATE

I have the pleasure in certifying that __________________ is a bonafide student of Bachelor of

Business Administration, __________.of Institute of Management Studies,Dehradun under university
roll no.
He has completed his project entitled
____________________________________________________ under my guidance.
I certify that this is original effort is has not been copied from any other source.This project has also
not been submitted in any university for the purpose of award of any degree.
This project fulfills the requirement of the curriculum prescribed by H.N.B. Garhwal University,
Srinagar, Dehradun, for the said course. I recommend this project work for evaluation and
consideration for the award of degree to the student.

Signature
Name of Guide: MR.ASIF KHAN
Date:

ACKNOWLEGEMENT

This research in itself is an acknowledgement to the inspiration, drive, and technical assistance
contributed without the guidance and assistance that I received from time to time during the whole
research process.

I express my sincere gratitude and ineptness to Mr.OMDEEP GUPTA (HOD) and MR ASIF KHAN
for giving me an opportunity to enhance my skill in the field of my project.

EXECUTIVE SUMMARY

Soft drinks are playing the vital role in the market and the companies are also getting the
good profits on these products. The soft drinks industry has originated in 1772. Now these drinks
spread all over the world and the millions of bottles is consumed every day. Now this business is a
global one and the companies are facing high competition in this business and they are changing their
strategies according to the situations.
Pearl Beverages Pvt. Ltd. Takes a great care to maintain quality control of products in their
factory. The bottles are visually examined for impurities continuously, as the bottles move out.
Samples are checked every ten minutes of production time by the chemist for its quality and hygienic
condition. The chemical analysis is also flavours, gas contain and sugar percentage. The appearance,
smell and taste of the production are suspended and the correcting measures are taken also as to sent
right the bottling process.
The main objective of the study is to find out the strength and weakness of the Pepsi in
visakhapatnam zone when compared to the Coca-cola, that is mainly in the three places in Srikakulam
district i.e. Srikakulam, Narasannapeta, and Amadalavalasa .Consulting almost all the outlets in these
three areas, which are selling the soft drinks with a structured questionnaire, has done the study. The
data has been collected and analyzed and interpreted by the help of the graphical representation
technique.
The analysis revels the various strengths and weaknesses of Pepsi in these areas along with
the position of competitors. The most of the consumers preferred soft drinks because of better taste
and to quench out their thrust. But now days, due to the changing food habits consumers have started
adding the soft drinks in their food habits. The total sales of the soft drinks the Pepsis share is more
but when compared with the Cock the number of outlets are less than Cock.
Finally it can be concluded that the industry needs lot of channel management activities to do
along with various promotional strategies for the customers. I wish the company got its objectives
achieved

CONTENTS
Chapter No

Title

Page No

1.

INTRODUCTION & DESIGN OF THE STUDY

1.1 About the Marketing topic
1.2 Need of the Study
1.3 Hypothesis
1.4 Objective of the Study
1.5 Research Methodology
1.6 Limitations of the Study
1.7 Chapter Plan of the Study

2.

ORGANIZATION PROFILE
2.1 Genesis and Growth
2.2 Organization Structure
2.3 Production Function
2.4 HR Function
2.5 Finance Function
2.6 Marketing Function
2.7 Future Plans

3.

THEORITICAL FRAMEWORK
3.1 Introduction
3.2 Topic Coverage
3.3 How it relates to Marketing Management
3.4 Measuring Performance

4.

DATA ANALYSIS & INTERPRETATION

5.

SUMMARY & SUGGESTIONS

5.1 Summary
5.2 Major findings

5.3 Suggestions
5.4 Implications for Owners / Managers
5.5 conclusions
5.6 Scope for the Future research
6.

BIBLIOGRAPHY & QUESTIONNAIRE

6.1 Bibliography
6.2 Questionnaire

CHAPTER-1
Introduction & Design of the
Study

1.1 INTRODUCTION
In this chapter various accepts of study are going to be discussed. To which area of
management that study belongs to and various concepts that are related the area of study. The present
outcomes under marketing and deals in the specific with the distribution network and its management.

PEPSI COLA was in India from 1956-61 and left the country, as its products were not
acceptable by the Indian customers. But recently in 1990 it re-entered the Indian market, where by
PEPSI FOODS LIMITED was entered into a joint venture with PEPSI INTERNATIONAL, TATA
and VOLTAS.
PEPSI Bottlers and Producers of soft drinks buy concentrate and sell at fixed price and
add a margin rationally for its products.

1.2 NEED OF THE STUDY

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

Study is conducted considering the following accepts:

Firstly, visage is a representative of soft drink market which is highly promoting with a lot of
potential which is at to be tapped.
Secondly the behavior of the retailer is very much influenced by the additional benefits he is
getting for selling the products having.
Thirdly to understand the market condition of the soft drinks in the present scenario and the
competition level in the market.
Considered the key role of the retailer in present day market as an attempt was made to study
the impact of companys schemes of offering coolers to the retailers.

1.3 SCOPE OF THE STUDY

There is lot of scope for the further study in the project. Further study can be done in the
following ways.
We can make a study on Pepsi and Cock companies efficiency in their promotion
activities.

 The same study can be conducted in other areas under bottling unit to generalize the
finding for entire area under it.
There is chance to know whether the Pepsi and Cock are doing the right thing regarding
the sales promotion, product quality, discounts and advertising.
A study on impact of visit coolers sales of Pepsi also be taken up.

1.4 OBJECTIVE OF THE STUDY

In view of intensifying competition in soft drink market, it is imperative that a brand keeps a
constant, which on them market and response properly and promptly to the dynamics of the market. It
is in view of this fact has the present study has been taken up for PEPSI.

 To know and compare the merchandising of Pepsi and Cock in retail outlets.
To know the promotional activities of sales promotion, advertising and public relations.
To know the strategy of Pepsi and its competitors regarding the Marketing Mix.
To know the problems of retailers regarding the trade schemes and consumer offers.
To identify the retailers opinion towards Pepsi products.
To know the problems of retailers and to offer the suggestion for improving in sales.

1.5 METHODOLOGY
Introduction:
In this chapter, basically the methodology, by which the report has been prepared, is explained.
The exact need for conducting the study and total design of framework of the report prepared is
discussed. The limitations of the study are also discussed here.

According to the survey beverages can be classified into two segments. The first segment can
be done basing on the milk content, like milk based products like tea, coffee, flavoured milk, and
health drinks (milk, malt and coco) and the second segment can be done on non-milk products such as
soft drinks and mineral water.
According to the survey conducted on the consumption of beverages, Tea comprises 90%,
filtered coffee 4%, beverages 2%, instant coffee 2% and carbonated soft drinks just above 1% of total
consumption.
Soft drinks industry is a well known consumer product industry. It originated in the year 1772.
In the USA first bottled soda was manufactured, by inventing a machine in 1809, the manufacturing of
carbonated soft drink was recorded in the history of soft drink industry.
Now a days soft drink industry is growing very extensively and millions of people are
consuming soft drinks everyday. Age, income, and climate are not at all a barrier for the consuming
soft drinks by the people. This is the reason for the tremendous growth in soft drink market.
Data which is required for the analysis and fulfillment of our objectives has been collected from two
sources. They are
1. Primary sources
2. Secondary sources
PRIMARY DATA:
Primary data is collected from the retailers through a structured questionnaire. It includes the
first hand information from the outlets. It can view as a survey. The questionnaire was especially
designed to find out the market share of the soft drinks and problems and weakness of Pepsi in that
particular area. The chapter deals with main analysis part of the study and the dealer outlets covered in
the study is

Srikakulam
Narasannapeta
Amadalavalasa

SECONDARY DATA
Secondary sources include the information collected from the annual reports, published and
unpublished records of the company .various books and journals and internet also being used for
collecting the relevant data
After gathering the data from those two sources the data was analyzed, tabulated and
interpreted and finally suggestions were offered for the betterment of the company.

DATA ANALYZING TOOLS:

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

1.6 LIMITATIONS OF THE STUDY

The present study is subject to the following limitations:
The sample size is not universal , some part of other cities remained uncovered
Unavailability of some information due of lack of awareness of retailers
Time and expenses were major constraints

 The study of the soft drink industry which is known to be seasonally fluctuating on e percent
study does not take into account seasonal fluctuations. The results may not suit for all the
seasons
Personal basis may be existing as the dealer of varied nature elicits the information

Chapter-2
Company overview

2.1 INTRODUCTION
In this chapter, an over of all the major accepts related to the study is discussed. The total
industry profiles the soft drinks industry globally and in our country. The profile of the company with
respect to its operation number of franchises, market share of the company and many other factors
would be discussed here.

2.2 INDUSTRY PROFILE

Non alcoholic soft drink beverage market can be divided into fruit drink and soft drink. Soft
drinks can be further divided into carbonated and non carbonated drinks. Colas, lemon and oranges are
carbonated drinks while mango drinks come under non-carbonated drinks. Cola, lemon and oranges
are carbonated drinks while mango dinks comes under non-carbonated category. The soft drinks
market till early 1990s was in hands of domestic players like Coke, Thumps Up, Limca etc. but with
the opening up of economy and coming of MNC players Pepsi and Cock the market has totally under
their control. Worldwide, Cock is the leader in carbonated drinks market. In India it is Pepsi, which
scores over cock but this difference is fast decreasing. Pepsi entered Indian market in 1991. Cock reentered (after they were thrown out in 1977, by then central government) in 1993.
Pepsi has been targeting the youth and the sales have been doing well by sticking to this youth
segment. Cock on the other hand struggled initially in establishing itself in the market. In a span of 7
years of its operations in the country it changed its CEO four times they seem to have started
understanding the pulse of Indian consumers.
Soft drinks are available in glass bottles, aluminum cans and PET bottles for home
consumption. Fountains also dispense thin in disposable containers.

SEGMENTATION:
The soft drink market can be segmented on the basis of place of consumption and on the basis
of type of products.
The segmentation on the basis of place of consumption divides the market into three parts:
1. on-permise-80% of the consumption of soft drinks is on premise i.e. restaurants, railway
stations, cinemas etc,
2. At-home the rest 20% of the market compromise of the soft drink purchased for consumption
at home.
The market can also be segmented on the basis of types of products into Cola products and non-cola
products.

1. cola products account nearly 62% of the total soft drinks market. The brands that fall in this
category are Pepsi, cola, Thumps Up, Diet Pepsi etc.
2. non-cola segment, which constitutes 36%, cam be divide into 4 categories based on the type of
flavour available, namely
Orange
Cloudy lime
Clear lime
Mango
I. Orange flavour based soft drinks constitutes around 17% of the market. The
segment is largely dominated by national brands like Fanta of Coca-cola Co.
and Mirinda Orange of Pepsi Co. rest of the market is in hands of smaller
brands like Crush (earlier Cadbury Schweppes and now of Coca Cola), Gold
Spot etc.
II. Cloudy Lime flavour constitutes 14% of the market and is largely dominated by
Limca of Coca Cola and Miranda Lemon of Pepsi Co.
III. Clear Lime this segment of the market witnessed good growth initially with all;
the players launching their brands in the segment. But now the growth in the
segment has slowed down. The brands available in this segment are 7 Up ,
Mountain dew of Pepsi, Sprite of Coca-Cola and Canada Dry( earlier of
Cadbury Schweppes and now of Coca Cola). The segment constitutes 3% of the
total soft drinks market.
IV. Mango flavour segment constitutes 2% of the total soft drinks market and it
directly competes with mango based fruit drinks like Fruity. The leading brands
in this segment are: Maaza of Coca Cola and Slice of Pepsi.
There is very thin line of difference between the clear and cloudy lime. The most obvious
feature is that clear lime has to be bottled in green bottles as sunlight harms the drink and changes the
taste.
There are some small local brands at city or regional levels. Most of these are either merging
with two big players (Coca Cola and Pepsi) or they command a very small less than 3% of the total
market in their respective areas.

Soft Drink Production Area:

The market preference is highly regional based, while Cola drinks have main market in metro
cities and northern states of U.P, Punjab, Haryana, etc... Orange flavoured drinks are popular in
southern states. Sodas too are sold largely in southern states besides the Bars. Western markets have
preference towards mango-flavoured drinks.
Growth Promotional Activities in Soft Drink Industry:
The government has adopted liberalized for the soft drinks trade to give the industry a boost
and promote the Indian brand internationally. Although the import and manufacture of international
brands like Pepsi and Cock is enhanced in India the local brands being stabilized by advertisements,
good quality and low cost.
Buying Behavior in Soft Drink Industry:
Soft drinks come under the category of products on impulse. This attitude of impulse buying is
slowly changing to occasion-led buying and also to some extent consumption through home
refrigeration particularly in urban areas.
The market is slowly moving from non alcoholic carbonated drinks to fruit based drinks and
also to plain bottled water due to lower price and ready availability.
Consumers purchase soft drinks primarily quench thirst therefore people traveling and not
having access to hygienic water reach out for soft drink. This accounts for a large part of the
sales.
Brand awareness plays a crucial rule in purchase decisions.
Availability in the chilled from also plays a crucial role in purchase decisions. This has made
both the companies to push its sales and to increase its retail distribution by offering Visi
cooler to retailers.
Why there is no aversion to consumption of soft drinks buys any age group, the main consumer
of this market are people in the age group of 30 and below.
Product differentiation is very low, as all the products taste the same. But brand loyalty is high
in the case of kids and people in the age group of 20-30 years.
According to NCAER survey, lower, lower-middle, upper-middle class people do 91% of the
total consumption of soft drinks in the country.

Growth promotional activities in soft drink industry:

The government has adopted liberalization for the soft drink trade to give industry a boost and
promote the Indian Brand internationally. Although the import and manufacture of international
brands like Pepsi and Coke is enhanced in India .The local brands are being stabilized by
advertisements, good quality and low cost.

Buying Behavior of soft drink industry:

Soft drinks come under the category of products on impulse. This attitude of impulse
buying is slowly changing to occasion-led buying and also to some extent consumption
through home refrigeration particularly in urban areas.

The market is slowly moving from alcoholic carbonated drinks to fruit based drinks and
also plain bottled water due to lower price and ready availability.

Consumers purchase soft drinks particularly to quench thirst and therefore on travel not
having access to hygienic water reaches out for soft drinks.

Brand awareness plays a vital role in purchase decisions.

Availability in the chilled form also plays a crucial role in purchase decisions. This has
made both the companies to push its sales and to increase its retail distribution by
offering Visi coolers to retailers

Why is there no aversion to consumption of soft drinks to any age group, the main
consumers of this market are people in the age group of 30 and below.

Product differentiation is very low, as all the products taste the same. But brand loyalty
is high in the case of kids and people in the age group of 20-30 years

According to NCAER survey, lower, lower-middle ands upper-middle class people do

91% of the total consumption of soft drinks in the country.

Major Players in Soft drinks Industries

The two global majors Pepsi and Coca Cola dominate the soft drink market in India. Coca
Coal, which would up its operations during the introduction of the FERA regime, reentered India 16
years later in 1993. Coca Cola acquired a major chunk of soft drink market by buying out local brands
Thumps up, Limca, Maaza and Gold spot from Pearl beverages, Coca Cola has also acquired Cadbury
Schweppes soft drink brands Crush, Canada Dry and Sport Cola in early 1999 and now recently in
Oct.2008 .It acquires distribution rights of these brands from IFB Agro Ltd . Pepsi stated a couple of
years before Coca Cola manufactures came up with their own market share figures and claimed to
have increased their share.

Shares Reports On Retailers In Soft Dink Industry:

A Survey was conducted to study the retailers view of the present market, future trend and the
consumer behavior patterns. The findings of the survey are as follows.

Retailers started that the consumers are loyal to the particular segment of the soft drink
i.e. Coca Cola, Orange or Lemon. But as for the loyalty for the brands in each segment
is concerned, it is not very significant.

43% of the retailers surveyed told that in the soft drink industry advertising is the key
component, it drives sales. While 32% stated promotional schemes and 20%brand
loyalty as the reason.

As consumers are not very brand loyal where the purchase of the soft drink purchase is
concerned, the retailer purchase becomes a critical issue. They usually sell the product

in which they get maximum benefit. For this, the companies try to offer them higher
margins.
While distributors get the margin of Rs 8-9 per crate (1 crate is equal to 24 bottles) at 3-4% of MRP,
retailers are given margin of 10-12 % of MRP. The retailers are not happy with this, as the cost of
refrigeration very high for soft drinks to overcome this problem the companies are offering Visi
coolers schemes to their main retailers

2.3 ORGANIZATION PROFILE

PEPSI COMPANY MISSION STATEMENT:

Pepsi Companys over all missions is to increase the value of their share holders investment.
they believe that their commercial success depends up on offering quality and value to their consumers
and providing products that are safe, whole some and economically efficient and environmentally
sound. Providing a fair return to their investors, while adhering to the highest standards of integrity.

HISTORY OF PEPSI AND COCA COLA COMPANY:

Pepsi Co Inc. was founded by Donald M. Kendall, President and chief executive officer of Pepsi Cola
and Herman W. Lay, Chairman& Chief executive of FRITO-LAY through the merger of two
companies in the year 1965.

MAJOR PRODUCTS OF THE NEW COMPANIES ARE:

Pepsi-Cola company Pepsi-Cola(formulate in 1898)

Diet Pepsi(1964)

Mountain Dew (introduced by T.P corporation 1984)

Frito-Lay Inc brand chips Lays brand potato chips

Cheetos brand chew flavoured snacks

Ruffles brand potato chips & Rold Gold brand pretzels

Pepsi Company Inc. is among the most successful consumer products company in the world
with: 1998 revenues of over $22 billion &1, 51,000 employees. Pepsi companys brand names
are among the best known & most respected in the world .Some of the Pepsi Companys brand
names are 100 years old. FRITO-LAY Company is the worlds largest manufacturer and
distributor of snack chip and Tropicana products Inc. is the worlds largest marketer and
producer of branded juices.

Pepsi Companys success is the result of

Superior Products.

High Stands of Performances

Distinctive Competitive strategies.

High integrity of its work force

PEPSI-COLA COMPANY:
Calets Bradham, New Beru and Mc.Druggist who first formulated Pepsi coal founded Pepsi
Companys beverage business at the turn of the century.

Brand Pepsi and other Pepsi-cola products including Diet Pepsi one, Mountain Dew, Slice and
mug brands account for nearly 1/3 rd of the total soft drink in United States.
Outside U.S Pepsi Cola Companys soft operations include the business of 7up international.
Pepsi-cola beverages are available in about 170 countries.
Key Pepsi-cola international market includes Argentina, Brazil, china, India, Mexico,
Philippines, Saudi Arabia, Spain, Thailand, and the United Kingdom.
Pepsi-cola provides advertising, marketing sales and promotion support to the Pepsi-cola
bottles. New advertising and existing promotions keep Pepsi-cola young. The company
manufacture and sales of the soft drinks are concentrated to the Pepsi-cola bottles.

In 1996, Pepsi entered Japan and Eastern Europe.

In 1967, PepsiCo. Stock splits two-for one.

In 1986, North America van lines (NAVL), a premier transportation company Pepsi co, and renamed a
strong contribution to the Pepsi unit it has divided in 1984.
In 1969 in bold modern Pepsi cola packing which was using red, white and blue were introduced.
FRITO-LAY introduced fungus brand onion flavoured snacks. In 1970 Pepsi introduces the industrys
first two litter bottles. Pepsi is the first company to respond to consumer preference with light weight,
recyclable, plastic bottles.
In 1971 Andral E. Pearson was appointed as president of PepsiCo, a position he held until his
retirement in 1984.in 1972 don Kendall announced agreement making Pepsi cola the first foreign
product sold in U.S.S.R. Pepsi co is given exclusive rights to import Stolichnaya Russian vodka in the
U.S.
In 1973 and 1974 Pepsi-cola became the first American consumer product to produce made and sold
in former Soviet Union.
In 1975 Pepsi Lite, with destructive lemon taste, is introduced as an alternative to traditional diet colas.
In 1976 PepsiCo adopts code of worldwide business conduct. Pepsi-cola became the single largest
selling soft drink brands sold in U.S super markets. In 1977 PepsiCo shares spilt up three for one. In
1987 and 1979 the opening of PepsiCo research and technological center in Vallah N.Y PepsiCo
reached 85 billion marks in sales. Pepsi was formed to focus on the overseas development of
restaurants. In 1981 PepsiCo fitness center was completed, making PepsiCo, one of the most advanced
companies in the area of employees health and fitness.

In 1982 Pepsi free and diet Pepsi free, the first major brands caffeine free colas were introduced.

Inauguration of the first Pepsi cola operations in china:

In 1983 The Bottler Hall of Fame was established to recognize the achievement and dedication
of international bottlers. In 1984 diet Pepsi is reformulated with 100% neutral sweet, slice and diet
slice. The first major soft drinks sirucsare added in Mexico. The cola were takes one giant spilt for
mankind when a Pepsi space can is successfully tested a brand the span shuttle. 1986 Pepsi
company board of directors visit the peoples public of china to make the opening the Pepsi second
plant in china.
In 1989, Pepsi Company introduce share power stock option program for all employees
becoming the first large corporation tool award stock options through virtually all full time employees.
In the 1900, Pepsi company was recognized as one of the most admired corporation by the fortune
magazines top 10 for the two successive years. Pepsi signs the largest commercial trade agreement in
history with the Soviet Union expecting sales in the USSR to double by the end of the century. Pepsi
re-entered the Indian market in collaboration with Punjab Agro industries Corporation (PAIC). In
1991 Pepsi company named one of the fortune magazines top most admired corporations, for the third
year in also. Pepsi co. purchased an equity position in the carts of Coloreds Inc. the leading
manufacturer and marketer of mobile merchandising equipment. It was sold in 1955. 1993 Pepsi Cola
began the distribution of Liptons line of ready to drinks teas nationwide. in 1996 Pepsi started its
website WWW.Pepsi.com
SOCIAL RESPONSIBILITY OF PEPSICOLA COMPANY:
As a consumer products company, Pepsi Company does not have the major environmental
problems of heavy industry. Their biggest environment challenge is packaging generated by their
products.
Packaging is important to public and a critical component of the distribution system is to
deliver products to consumers and commercial establishment. To meet both consumer demand and
safe guard the environment, they recycle, re-use and reduce packaging wherever possible. Each
business is also committed to responsible use of resources required in manufacturing their products.

LOGOS OF THE COMPANY

2.4 ABOUT PEPSI INDIA COMPANY

Franchise(pearlBottlingPvt.Ltd.,)
Often new flavours are to be added to the product line of cool drinks to prevent a
competitor. To establish a relation with retailers it is desirable to sell more than one flavor of cool
drinks. To decrease the security seasonal products are added to the resources available so as to lessen
its risks. Pepsi has given the franchise of Visakhapatnam region to Pearl Beverages which belongs to
Pearl Group with Head quarters at Delhi and Mr. C.K. Jaipuria as the chairman and the Managing
Director of the group. Pepsi Foods Ltd., declared Krishna Mohan Beverages and Constructions as
franchise, in 1992.Last year it was changed to Pearl Beverages was taken by the Pearl Group. Campacola Soft Drinks has originally owned the premises since 1980 at Madhurawada. After the insolvency
of campa-cola, KMBC purchased the premises in1990 in the auction by APSFC. Initially, it used to
produce Mc.Dowells soda and Bagpiper soda. It produced these drinks under franchise agreements
but company could not exist in the market due to stiff competition from pearl products.

DescriptionandLaunchofproducts

Brand name
Pepsi
Mirinda
7 Up
Mirinda Lime
Soda

Flavour
Cola
Orange
Clear Lemon
Cloudy Lemon
Soda

Date
April-1992
April-1992
April-1992
April-1992
April-1992

Pepsi

Pepsi Dite

7 Up

Mirinda(o)

Mirinda(L)

Slice

Evervess

Coca-cola

Cock Dite

Sprite

Fanta

Limca

Maaza

soda
Kinleys

Pepsimarketshare:
Pepsi

: 47%

Coca-cola : 53%

Pepsifoods(Pvt.)Ltd.
Pepsi cola was in India from 1956 to 1961. it left this country, as its products were not
found acceptable to the Indian market. Pepsi foods Ltd. Joint venture between Pepsi Co. international
of US(which is holding 40% of the equity)and Tata concerns Voltas and the Punjab Ago industries
Corporation (each of which have as round 25% of the equity),has 25%of its output reserved for
beverages with a 50% export commitment fo9r fruit and vegetable products. According to Pepsi
officials the project guarantees that for every American dollar the company takes out of India, it will
bring five back.
They started concentrated factory in Punjab. This company named as Pepsi Foods Ltd.
Pepsi Co. internationals direct investments in India so far amounts to Rs.165 corer. Two thirds of this
however has gone into food processing. Pepsi foods are exporting fruits and vegetables to UK etc.

The Pepsis foods processing unit directly supervised 1,200 hectors under tomato
cultivation covering 183 villages and 319 farmers. The companys technical inputs enabled the farmer
to achieve a yield of 35 to 50 tones a hector against the average of was after discontinuing teems.
KMBC Pvt. Ltd. Has was the bottle for five districts Vizag, Vizianagaram, Srikakulam, and East
Godavari & West Godavari. It receives the stock from Cuttack.

PRODUCTPROFILE
The Pepsi Co. is known for the development and introduction of world-class brands &
products. Their portfolio is organized into three core business, which consists of snacks, Beverages
and Restaurants. Pepsi products are constantly changing themselves to develop new products. They
encourage consumer to explore their wide range of brands.

Mainobjectives:
The objectives of the company set out in memorandum of association and franchise
agreements are as follows:
To manufacturing soft drinks by concentrating supplied by Pepsi Foods.
To market and advertise within specified areas for Pepsi products.
To sell soft drinks at fixed prices.

financialstructure:
To start and operate business, any company has to invest its capital in fixed assets and
floating assets and also in meeting the daily requirements of the company. However, depending on the
nature of business and product being offered by the company, the ratio of investment of capital in
fixed and floating assets differ.
Working Capital:

It means capital required for daily management of the company eg. Wages, salaries,
canteen expenses and transportation expenses etc
Plant layout: the machine and equipment have been imported from Germany, which are
arranged in the plant according to the sequence of operation. All the operations are carried on a
continuous movement. The reasons for choosing the product layout are:
1. There is continuous supply of material.
2. The brands are all standardized products.
3. The demand for the product brands is reasonable stable.
4. The volume of production is adequate for the reasonable utilization of equipment.
Since the company follows continuous operation movement, the cost of material handling
goes low. The total floor space required by the machine is less than other types of plant layouts.

PlantCapacity:
The company installed latest up to date automatic plant conforming to plant layout. The
installed production capacity is 400 bottles per minutes i.e. 24,000 bottles per day. The plant also is
having 100 bottles per 1-leter line. During off-season the plant runs one shift. The company has to
produce enough bottles of soft drinks at a speed to keep in space with the disappearance of soft drinks
form shelves of the retailer.

ProductionSchedule:
The production schedule is fixed by taking into consideration.
The present or current market demand.
The availability of empty bottles.
The inventory position filled bottles of different flavors.
The production schedule for each brand is fixed daily, filling the bottles of each branded flavors.
This has an advantage in manufacturing the branded product is one at a time.

Qualitycontrol
Pearl Beverages Pvt. Ltd. takes great care to maintain the quality control of the products
in their factory. The Bottles are visually examined for impurities continuously, as the bottles move out.
Samples are checked every ten minutes of production time by the chemist for its quality and hygiene
condition. The chemical analysis is also made for flavors, gas content and sugar percentages. The
appearance, smell and taste of the products are also checked. If any defects are noticed, the production
is suspended and the correcting measures are taken so as to set right the bottling process irregularities.
Further, samples from each batch are dispatched to the affiliated parent agency company in each week
for quality checkup. Moreover, agency of the company also lifts sample form the market at the random
for quality checkup at any time to make sure that the quality is maintained to the exact standard of the
parent company.
At the end of the production schedule, daily all the equipment floor and wet patches are
cleaned with bleaching powder or some other solution. The standards of hygiene maintained inside the
production shops are commendable.

OrganizationStructureandmanagement:
The word organization has two common meanings. The meaning signifies an institution or
function as group and the second meaning refers to the process of organizing the way of work which is
arranged and allocated among members often organization so that the goal of the organization can be
achieved efficiently. The organizing involves balancing the companies. Needs both for stability on one
hand and change on the other hand, an organization structure means adopting a change or it can be a
source of resistance to change.
There are mainly five elements of organization structure.
Specialization of activities.
Standardization of activities.
Coordination of activities.
Centralization and decentralization of deviation making.
Size of the work unit.

The M.D, Mr. Ruchirans Jaipuria is athe head of the organization and administration. The
company is managed by able director, and is assisted by a team of well-qualified & experience senior
management personnel.

LISTOFTHEEMPLOYEESINPEARLBOTTELIGNCOMPANY
The following table shows the description of employees along with designation & no. of
employees:

S.No

Description

No. of employees

GENERAL MANAGER (FINANCE)

COMMERCIAL MANAGER

MARKETING DEVELOPMENT MANAGER

VICE PRESIDENT

TERRITORY DEVELOPMENT MANAGER

ACCOUNTS DEVELOPMENT MANAGER

TRAINING MANAGER

ADMINISTRATIVE MANAGER

MARKET EQUIPMENT MANAGER

10

PRODUCTION MANAGER

11

ASST. PERSONAL MANAGER

12

STORE EXECUTIVES

13

CUSTOMER CENTRAL EXECUTIVE

25

14

TERRITORY C0-ORDINATOR

15

ROUTE AGENT

50

16

SALES TRAINEE

17

CHEMIST

18

ACCOUNTANTS

19

SUPERVISOR

20

CLERKS

21

OPERATORS

10

22

ELECTRICIANS

10

23

FITTERS

24

COMPUTER CUM TELEPHONE OPERATORS

12

25

SECURITY OFFICER

26

SECURITY GUARDS

27

OFFICE BOYS

13

28

SWEEPERS & HELPERS

CHAPTER-3

Theoretical Framework

3.1 INTRODUCTION
The main part of the report i.e. Analysis part is covered in this chapter. I did survey in 300
outlets in 3 various areas. After conducting the survey I interpreted the total collected information
using a structured questionnaire. The required information is derived from that interpretation and
analysis. This analysis part contains tables and pie charts. We can come to a conclusion from the final
information from this chapter. Because of that reason this chapter is very important in the entire study
of the project. Without this interpretation we can conclude the total survey and also can not understand
the position of any company and the opinion of the customers regarding the company.

3.2 DETAILS OF THE AREA SURVEY CONDUCTED

Details of the survey conducted:
The total data collected in three areas in Srikakulam district of total of 300 retail outlets. They
are given below:
CLUSTER
Cluster-1
Cluster-2
Cluster-3

SAMPLE SIZE
130
90
80

AREA
Srikakulam
Amadalavalasa
Narasannapeta

I started my survey first at Srikakulam on 4/02/09 and my study completed on 18/02/09 with
Amadalavalasa. I personally went to every outlet and asked the total details of which are in the

questionnaire and filled those things. Some of the retailers denied giving the details and I waited there
with patience and collected all the data. In my survey I learned a lot and collected the useful
information and also got good experience in the market field and came to know many things which are
not in our books through this survey. I almost covered all the retail outlets which are situated in these
areas and collected the correct information.

3.3 INTERPRETATION OF THE SURVEY

[TABLES AND GRAPHS]

1. Pepsi & Cock Brands Available In Various Markets:

S.No
1.
2.
3.

Market
Srikakulam
Amadalavalasa
Narasannapeta

Pepsi
5
5
5

Cock
6
5
7

Average Pepsi & Coke Brands Available in

Various Markets
8
7
6
5
4
3
2
1
0

Pepsi
Coke

Srikakulam

Amadalavalasa

Narasannapeta

Average Pepsi & Cock brands Available in the market:

Brands
Pepsi
Coca-Cola
No

of Pepsi &

No of Types
5
Coke6brands available

in Average

6
5.8
5.6
5.4

No of Types

5.2
5
4.8
4.6
4.4

Pepsi

Coca-Cola

INTERPRETATION:
In my survey of 300 retail outlets in 3 areas, I found 5 brands of Pepsi out of its 10 brands and
6 Brands of Coke is available out of its 10 Brands on average. So the brand availability of Coke is
more when compared to Pepsi.

Top brands Available in Srikakulam Market:

S.No

Brands

Percentage

1.
2.
3.
4.

Slice
Mirinda
Sprite
Limca

46
24
20
10

Limca

Top Brands Available In Srikakulam Market

Sprite

Mirinda

Percentage

Slice
0

10

20

30

40

50

Top Four Brands Available In Amadalavalasa Market:

S.No

Brands

Percentage

1
2
3
4

Mirinda
7 Up
Sprite
Thumps Up

46
24
17
13

Thumps Up

Sprite

7 Up

Top Four Brands Available In Amadalavalasa

Market

Mirinda

Percentage

10

20

30

40

50

Top Four Brands

Narasannapeta
Top 4 Available
BrandsIn
Available
in Market:

Narasannapeta Market
S.No

Brands

Percentage

1 45

Mirinda

42

Sprite

26

7 Up

18

Slice

14

2 40

35
3 30
4 25
20
15
10
5
0

Percentage

Mirinda

Sprite

7 Up

Slice

Brands

2.No of Bottles Sold Per Day in Various Markets:

Srikakulam

Amadalavalasa

Narasannapeta

Pepsi

52

45

42

Coke

44

35

50

No of Bottles sold Per day

60
50
40
Brands 30
20
10
0

Srikakulam

Amadalavalasa

Narasannapeta

Market Areas

Average Sales % Per Day

3.No of Bottles sold per Day:
Brands

No of Types

3
Pepsi

45

Coke

0
0

55

45

55

10

20

30
Brands

No of Types

40

50

60

INTERPRETATION:
In my survey of 300 outlets in three areas I found Pepsi is occupying 55% and the Coke is
occupying 44% in the total market in average. From this we can understand that the Pepsi sales are
more when compared to Coke.

4.Service required to the retail outlets:

S.No

% of occupation

70

Companies
Market Service Required
Daily from
Alternative
Days Weekly Twice
Srikakulam

63

25

12

2 60

Amadalavalasa

49

27

24

3 50

Narasannapeta

55

36

9
Daily
Alternative Days
Weekly Twice

40
30
20
10
0
Srikakulam

Amadalavalasa

Narasannapeta

Market Areas

Service Required in Average:

Types of Services

Average Service Required from the Companies

Daily
Alternative Days
Weekly Twice

55
30
15

Average Service Required from the Companies

Daily
Alternative Days
Weekly Twice

INTERPRETATION:

Satisfaction of Pepsi Service

In my observation of 300 outlets in three areas I found that 55% of the retailers want the daily
service,70
30% retailers want Alternative Days and the remaining 15% of the retailers want the service
weekly twice.

5. Satisfaction of Pepsi Service

60

S.No
1

50
40

2 %
30
3

Market

Good

Satisfactory

Bad

Srikakulam

60

40

Amadalavalasa

65

30

Narasannapeta

70

28

20
10
0
Good

Satisfactory
Service

Bad

15Srikakulam
22Amadalavalasa
3 Narasannapeta

Satisfaction of Coke Service

Satisfaction of Coke Service

60

S.N0 50

Market

Good

Satisfaction

Bad

Srikakulam

45

50

Amadalavalasa

40

55

Narasannapeta

45

50

40

3
% 30
20
10
0

Good

Satisfaction
Service

Bad

5
1 Srikakulam
2 Amadalavalasa
3 Narasannapeta

Service of Pepsi & Coke

Service Satisfaction of Pepsi and Coke in Average:

Brand70

Good

Satisfaction

Bad

Pepsi

65

33

43

52

Percentage

Coke

60
50

Good
satisfactory
Bad

40
30
20
10
0
Pepsi

Coke
Brand

INTERPRETATION:

INTERPRETATION:
In my survey of 300 outlets I found that 65% of the retailers expressed good in case of Pepsi
and 43% incase of Coke. 33% in the case of Pepsi and 52% in case of Coke expressed satisfactory and
finally remaining retailers expressed bad to the service of the companies.

Trade Schemes
70

6. Trade Schemes by Both Companies in Various Markets

60

S.No

Market

Pepsi

Coke

1
2
3

Srikakulam
Amadalavalasa
Narasannapeta

41
49
41

59
51
59

Percentage

50
40

Pepsi
Coke

30
20
10
0
Srikakulam

Amadalavalasa

Narasannapeta

Market Area

Trade Schemes by Both Companies in Average

Brands
Pepsi
Coke

Trade Schemes
44
Trade Schemes
Given
56

Pepsi
Coke

INTERPRETATION:
By observing the above pie chart we can understand that 56% of the traders expressed
their happiness towards the schemes of the Coca-Cola and the remaining 44% traders expressed their
happiness towards Pepsi company in case of their trade schemes.

7. Consumer Promotions offered by both Companies

S.No

Market

Pepsi

Coke

Srikakulam

61

39

Narasannapeta
Narasannapeta

Amadalavalasa

Consumer
Amadalavalasa

Market Areas

Srikakulam

Promotions
offered
57
60

43
40

Coke
Pepsi

10

20

30

40

percentages

50

60

70

Consumer Promotions offered in Average

Brand

Consumer Promotion

Pepsi

59

Coke

41

Consumer Promotions

Pepsi
Coke

INTERPRETATION:
In providing consumer promotion by way of giving the prizes to the consumers and other
ways to promote the sales, Pepsi was able to attracted 59% of the retailers with its promotional
schemes. In case of Coke it attracted the remaining 41% of the retailers by their consumer promotional
schemes and activities.

8. Is T.V Adds help to increase the sale of Soft Drinks

S.No

Market

Yes

No

Srikakulam

74

26

Amadalavalasa

51

49

Narasannapeta

60

40

Do T.V Add Help in Sales increase?

80
70

percentage

60
50
Yes
No

40
30
20
10
0
Srikakulam

Amadalavalasa

Narasannapeta

Market Areas

Amount of people saying T.V ads help increase in Sale, in Average

T.V Add helps the increase in sales
Yes

62

N0

38

T.V Add helps the increase in sales

Yes
N0

INTERPRETATION:
The above chart shows the opinions of the retailers that weather T.V ads will help to increase
the sale of the soft drinks. In this 62% of the retailers expressed positively and the remaining 38%
retailers expressed negatively to this question.

9. Comparison of 2007-2008 sales

S.No

Market

Good

Less

Same

Srikakulam

55

40

Amadalavalasa

30

63

Narasannapeta

40

48

12

Comparison of 07-08 sales

70
60
percentage

50
Good
Less
Same

40
30
20
10
0
Srikakulam

Amadalavalasa

Narasannapeta

Market Areas

Comparison of 2007-2008 sales in average

Opinion

Good

Less

Same

No of outlets in average

42

50

No of outlets in average

Good
Less
Same

INTERPRETATION:
In the above chart the opinions of the retailers were given. From that 42% of the retailers
expressed the view of good increase in the sale by2008 when compared to 2007. 50%of the retailers
expressed the view of less increase in the sale and the remaining 8% of the retailers expressed the view
of the same sales and there is no increase in the sales.

10. The Percentage Of Juice Based Soft Drinks In Total Sales

S.No

Market Area

30%

20%

10%

Srikakulam

30

33

37

Amadalavalasa

29

34

37

Narasannapeta

34

32

34

% of Jucie based Soft drinks

40
35

Percentage

30
25

30%
20%
10%

20
15
10
5
0
Srikakulam

Amadalavalasa

Narasannapeta

market Area

Juice Based Soft Drinks In Average

Result

30%

20%

10%

31

33

36

Jucie based soft drinks in Average

30%
20%
10%

INTERPRETATION:
By observing the above chart we can understand that the demand for the juice based soft
drinks is increasing rapidly. For that the companies better to concentrate on the juice based soft drinks
introducing and their sales.

11. Pepsi Visi coolers and other coolers available in the Market

S.No

Market

Pepsi cooler

Cock+ other coolers

Srikakulam

32

68

Amadalavalasa

21

79

Narasannapeta

31

69

Coolers Availability in Various Markets

90
80

Percentage

70
60
50
40
30
20
10
0
Srikakulam

Amadalavalasa

Narasannapeta

Market Areas
Pepsi cooler

Cock+ other coolers

Pepsi & Coke Visi Coolers Available in Average

Pepsi Visi Coolers

Cock Visi cooler+ Own

cooler

Average of Outlets

28

72

Average of Outlets

Pepsi Visi Coolers

Cock Visi cooler+ Own
cooler

INTERPRETATION:
In the areas where I did my survey I found 28% of the retailers are using the Pepsi Visi
Coolers and the remaining 72% of the retailers are using the Coke and Other coolers. From this we can
suggest that Pepsi have to increase their Visi Coolers supply.

12. Why retailers keep other products in Pepsi Visi Coolers

S.No

Market Area

Electricity Bill

No Own Cooler

Srikakulam

35

65

Amadalavalasa

58

42

Narasannapeta

56

44

Why other products in Pepsi Visi Coolers

70
60

Percentage

50
40
30
20
10
0
Srikakulam

Amadalavalasa

Narasannapeta

Market Area
Electricity Bill

No Own Cooler

Why other products in Pepsi Visi Coolers in Average

S.No

Electricity Bill

No own cooler

49

51

why other products in pepsi cooler in average

Electricity Bill
No own cooler

INTERPRETATION:
When I did the survey I observed that many of the retailers are keeping the other
products in Pepsi Visi Coolers and they gave some sort of explanation for that. In those reasons 49%
of the retailers said Electricity bill is the problem and the remaining 51% of the retailers said that they
dont have their own coolers. They should be restricted.

13. Most Soft Drinks Consuming Category In Various Markets

S.no

Market

Male

Female

All People

Youth

Srikakulam

18

10

59

13

Amadalavalasa

12

11

56

21

Narasannapeta

19

18

39

24

Most soft drink consumig category

70
60
50
Male
Female
All People
Youth

40
30
20
10
0
Srikakulam

Amadalavalasa

Narasannapeta

Market Areas

Most Soft Drinks Consuming Category In Average

Opinion

Male

Female

All People

Youth

Avg % of outlets

16

13

51

20

Most soft drinks consuming category in Avg

Male
Female
All People
Youth

INTERPRETATION:
In the above pie chart the consumption of soft drinks mostly by four categories. 51% of
the total consumption is by All People, 20% by the Youth, 15% by the Male and the remaining 13% is
consumed by the Female. We can say that the consumption of soft drinks by the youth is increasing.

14. Soft Dinks Supply To The Retail Outlets

[Cash Or Credit]

S.No

Market

Pepsi

Pepsi

Cash

Credit

Coke Cash Coke

Credit

Srikakulam

100

100

Amadalavalasa

100

100

Narasannapeta

100

100

Soft Drinks Supply on Cash or Credit

120
100
80

1 Srikakulam
2 Amadalavalasa

60

3 Narasannapeta

40
20
0
Pepsi Cash

Pepsi Credit

Coke Cash

Coke Credit

Brands

INTERPRETATION:
From the above pie cart we can understand that both the Pepsi and
Coke companies are not providing any credit to the retailers. All the retailers are
purchasing the soft drinks on cash only.

15. Consumption of Soft Drinks at Home and at Shop

S.No

Market

At Shop

At Home

Srikakulam

80

20

Amadalavalasa

70

30

Narasannapeta

75

25

Soft Drinks consumption Places

90
80
70
60
50

At Shop

40

At Home

30
20
10
0
Srikakulam

Amadalavalasa

Narasannapeta

Market

Consumption of Soft Drinks at Home & at Shop In Avg.

S.No

At Shop

At Home

75

25

Soft Drinks Consumption Places in Avg.

At Shop
At Home

INTERPRETATION:
From the above pie chart we can understand that in the areas I
did the survey 75% of the Soft Drinks are consumed at the Shops and the
remaining 25% of the Soft Drinks are consumed at Home.

Chapter-4
SUMMARY, FINDINGS &
SUGGESTIONS

4.1 INTRODUCTION

The chapter contains Findings, Suggestions and Conclusions.

Basing on the results of the survey Suggestions are given to improve the
potentials and the market share of the company in the soft drinks field. The total
findings are prepared by the survey information collected in the various places in
Srikakulam district. I did the comparative study between the top two brands in
the field of soft drinks sector those are Pepsi and Coke. The information is base
on the two brand comparison and in my view these are useful to the company to
improve its performance and can get good sales as well as good market share in
the field of Soft Drinks. These are all my sincere findings and suggestions to the
company.

4.2 FINDINGS

1) The company is maintaining the quality of the products and it has good quality control Dept.
2) Now a day because of changing the food habits the soft drinks are added to their food habits.
3) Pepsi soft drinks are occupying more than half of the soft drinks market.

4) The demand for the fruit based soft drinks is go on increasing and they occupied the top selling
drinks position.
5) Sales promotion activities taken by the Pepsi Company is good as per the retailers opinion when
compared to coke.
6) The Pepsi Companys supply of drinks is good but they are not providing the
sufficient drinks to the outlets.
7) The No. of Visi coolers in the market is less when compared to the Coke
Company.
8) Some of the retailers are placing the other products also in the company
coolers.
9) Pepsi companys offers to the retailers are not good in the view of the
retailers.
10)

The dealers are

not giving the proper information about the new products and the new offers
given by the company.

4.3 SUGGESTION

1) The company has to increase its quality more and also has to introduce
more verities of drinks in to the market to increase its market share.
2) It has to change the advertisements in a manner that add the soft drinks
as a part of food.

3) The Pepsi has some more scope to increase its market share and it has to
strive for that.
4) Company has to concentrate on the fruit based drinks and add some more
fruit based drinks to the product line.
5) The Pepsi Company has to increase the No. of Visi Coolers in the market.
6) The retailers are using the Pepsi Visi Coolers for other drinks also, they
have to control that. For that purpose the company has to recruit some
people.
7) Pepsi Company has to increase the trading offers to the retailers.
8) The dealers should provide the sufficient information to the retailers about
the products and the new offers to the retailers provided by the company.
9) The dealers should be provided the credit up to some limits by the
company.
10) The Advertisement should be given as a whole, that will bring the
awareness about the products and reduce the advertisement cost of the
company also.

4.4 CONCLUSION
The project was a great experience for me in order to study the marketing
aspects in the world. It was a great opportunity for me to express what I have
studied.
This industry is a place where two major players are there in the world.
This Pepsi Company gave me lot of opportunity and scope to understand the soft
drink industry and its marketing structure and distribution channels.

Lot of voluble information regarding the company and also the retailers,
has been collected from the survey, which helped me clearly to understand the
real problems faced by the marketers to distribute and also make retailers to sell
the companys products in the market. I understood who difficult to do the
marketing in the present scenario.
The suggestions made to the company were really applicable for the
growth and benefit for the company in order to increase its market share and to
become the market leader in the soft drink industry, because a large number of
competitors craving for the same market.
Thus, finally it can be said that the industry needs a lot of channel
management activities to done along with various promotional strategies for the
customers. I wish the company to achieve its objectives achieved soon.

BIBILOGRAPHY
S.No

1.

2.

Author

Philip kotler

VS Ram Swami

Title

Publisher

Volume

Year

12th

2005

Mac Millan

3th

2005

Biztantra

8th

2005

Marketing

Prentice,

Management

Hall of India

Marketing
Management

3.

Joel R. Evans
Berry Berman

Marketing

4.

Chunawalla S.A

Advertising

Hall of India

12th

Web Sites Referred:

WWW.Pepsi.com
WWW.marketingteachers.com
WWW.coke.com

QUESTIONNAIRE
Name of the Student:

Date of Survey:

College & Town:

1.

Name of the shop/owner:

A. Address:
B. Phone:

2.

Which company drinks are available in your shop:

Pepsi

Mirinda orange

Mirinda Lemon

2005

7 Up

Mountain Dew

Slice

Evervess Soda

Diet Pepsi

Aquafina Water

Total
3.

4.

5.

Coke Company drinks available in shop:

Thumps Up

Fanta

Coca- Cola

Sprite

Kinely Water

Kinely Soda

Limca

Maga

Minute Made

Diet Coke

Total

Top brands Purchased by consumer in your shop?

1st ______________

2nd ______________

3rd ______________

4th _______________

Your Sales in Bottle per day_________________ bottles

A. Pepsi Bottles Sold________________
B. Coke Bottles sold_________________

6.

Do you require Service by drinks Company as follows

A. Daily

7.

C. Weekly 2 times

Are you satisfied with Pepsi Service?

A. Good

8.

B. Alternate Days

B. Satisfactory

C. Bad

Are you satisfied with Coke Service?

A. Good

B. Satisfactory

C. Bad

9.

Trade Schemes offered by which company is good to you?

Pepsi

10.

Coke

Consumer Promotions offered by which company is best, what is Pepsi present

Consumer promotion?
Pepsi

Coke

____________________________________
11.

Do you feel T.V advertisements by drink companies help in more sales of Drinks?
Yes

12.

How are sales of drinks this year Vs 2008 in your shop?

Good

13.

Less

Same

What is Percentage of juice based soft dinks sales in your shop?

30%

14.

No

20%

10%

Condition of Pepsi Visi Cooler?

Full of Pepsi Drinks
Full of Pepsi+ Coke Drinks
Pepsi Drinks+ Other Packs

15.

Why do you keep other products in Pepsi Cooler?

Electrical Bill
No Own Cooler
16.

What is the percentage contribution of soft drinks business in your total business?
_____________________________

17.

What is the shop keeper suggestion to improve Pepsi Company Sales in 2009?
______________________________________________________________

18.

Soft Drinks are consumer by mostly?

Male

19.

20.

Female

By All

By Youth

How do you (Retailer) buy soft drinks?

Pepsi

Cash

Credit

Coke

Cash

Credit

What is the percentage of sale of drinks at your shop and consumer residence?
Shop

Home

Indra K. Nooyi{Chairman and CEO}

Biography
Indra Nooyi is Chairman and Chief Executive Officer of PepsiCo. Mrs. Nooyi leads one of the worlds
largest convenient food and beverage companies, with 2008 annual revenues of more than $43 billion.
The companys products are sold in approximately 200 countries, and it employs more than 198,000
people worldwide. Its principal businesses include Frito-Lay snacks, Pepsi-Cola beverages, Gatorade
sports drinks, Tropicana juices and Quaker foods. In total, the PepsiCo portfolio includes 18 brands
that generate $1 billion or more each in annual retail sales.
Mrs. Nooyi is the chief architect of PepsiCos multi-year growth strategy, Performance with Purpose,
which is focused on generating robust financial returns from designing products for and finding
sustainable ways to give back to communities the company serves. Performance with Purpose is
premised on offering food and beverages that provide responsible nourishment, minimizing impact on
the environment and creating a diverse and inclusive culture that attracts, develops and retains the

most talented people. In keeping with this growth strategy, PepsiCo is proud to be listed on the Dow
Jones North America Sustainability Index and Dow Jones World Sustainability Index.
Mrs. Nooyi was named President and CEO on October 1, 2006 and assumed the role of Chairman on
May 2, 2007. She has directed the company's global strategy for more than a decade and led PepsiCo's
restructuring, including the divestiture of its restaurants into the successful YUM! Brands, Inc.; the
spin-off and public offering of company-owned bottling operations into anchor bottler Pepsi Bottling
Group (PBG); the acquisition of Tropicana and the merger with Quaker Oats that brought the vital
Quaker and Gatorade businesses to PepsiCo.
Prior to becoming CEO, Mrs. Nooyi served as President and Chief Financial Officer beginning in
2001, when she was also named to PepsiCo's board of directors. In this position, she was responsible
for PepsiCos corporate functions, including finance, strategy, business process optimization,
corporate platforms and innovation, procurement, investor relations and information technology.

Between February 2000 and April 2001, Mrs. Nooyi was Senior Vice President and Chief Financial
Officer of PepsiCo. Between 1996 and 1999, Mrs. Nooyi was Senior Vice President of Corporate
Strategy and Development.
Before joining PepsiCo in 1994, Mrs. Nooyi spent four years as Senior Vice President of Strategy and
Strategic Marketing for Asea Brown Boveri, a Zurich-based industrials company. She was part of the
top management team responsible for the company's U.S. business as well as its worldwide industrial
businesses, representing about $10 billion of ABB's $30 billion in global sales.
Between 1986 and 1990, Mrs. Nooyi worked for Motorola, where she was Vice President and Director
of Corporate Strategy and Planning, having joined the company as the business development executive
for its automotive and industrial electronic group. Prior to Motorola, she spent six years directing
international corporate strategy projects at the Boston Consulting Group. Her clients ranged from
textiles and consumer goods companies to retailers and specialty chemicals producers. Mrs. Nooyi
began her career in India, where she held product manager positions at Johnson & Johnson and at
Mettur Beardsell, Ltd., a textile firm.

In addition to being a member of the PepsiCo board of directors, Mrs. Nooyi serves as a member of
the boards of the International Rescue Committee, Catalyst and Lincoln Center for the Performing
Arts. She is a Successor Fellow of Yale Corporation and member of the Board of Trustees of
Eisenhower Fellowships, and she currently serves as Chairman of the U.S.-India Business Council.
She holds a BS from Madras Christian College, an MBA from the Indian Institute of Management in
Calcutta and a Master of Public and Private.