A project report on how to increase sale of pepsico Document Transcript

1. A PROJECT REPORT ON ON HOW TO INCREASE SALE OF PEPSICO IN

NOIDA REGION FOR VARUN BEVERAGE LTD.SUBMITTED BY UNDER THE
GUIDANCE OFSUBMITTED TO THE UNIVERSITY OF PUNE IN PARTIAL
FULFILMENT 0F MASTER IN MARKETING MANAGEMENT (2007-2009)
SINGAD INSTITUTE OF BUSINESS ADMINISTRATION OF COMPUTER
APPLICATION LONAVALA
2. ACKNOWLEDGEMENTI take the opportunity to express my gratitude and thanks
to all whoguided , co-ordinated and inspired me in completing my project
worksuccessfully .I am highly in debated to my guide at VarunBeverage Ltd.
(NOIDA) .. Whose constant guidance andvaluable suggestions
helped me at every stage of my project work .The project is an outcome of the help
and encouragement provided bynumber of people at Varun Beverage Ltd. (NOIDA)
The employees ofvarious department of the company helped a lot in completing my
projectwork for which I am very much thankful to them.I express my heartiest thanks
to .. and. in providing
me with right ambience of project.
3. Preface Since the last few decade due to fast industrial development & high
competitiveness inthe market the MARKETING plays very vital role in the success of
an organizationMarketing is one of the live functions of an organization .It is the only
function of anorganization earns revenue, which leads to the survival& growth of the
organization as awhole . It fulfils the needs & wants of the society . Marketing is no
longer a company department charged with a limited number of tasks It is a
company- wide undertaking . It drives the companys vision , mission and
strategicplanning . Marketing includes decision like who the company wants as its
customers;which needs to satisfy ; what products and services to offer ; what prices to
set; whatcommunication to send and receive; what channels of distribution to use ;
and whatpartnership to develop. Selling is apart of marketing and this study is based
on how VARUN BEVERAGEPVT. LTD, NOIDA a franchise sales unit of Pepsi ,
can increase its sales .Pepsi ismass producer of beverages and drinking water.
4. HISTORY OF SOFT DRINKS The history of soft drinks began with the end of the
last century. Its history datesback to the civil war in USA in 1860. At the time people
were suffering from manydiseased. Problem at that time was how to cure all these
disease since no remedy was presentat that time. It was a big question for American
people. So in 1885 Mr. JihnPalmwartion, who lived in Antonica, made a drink and
registered it as FRENCH WINECOLA. In the beginning the drink was made with
mixture of cocaine and alcohol butlater on it was converted and changed into a soft
drink. Now it is named as Coca-Cola. Anew brand named Pepsi-Cola came in the year
1887. Around 1984 the first branded soft drink came in the Indian market. This soft
drinkwas named as Gold Spot. Parle Exports Pvt. Ltd. was the first Indian Company
tointroduce a lemon soft drink, this drink was known as Limca and it was
introduced in1970s. However, before this drink had introduced Cola Pepino which
was withdrew inface of tough competition. In the year 1977 Coca-Cola left Indian
market and this brought in an opportunityfor various Indian companies to show their
caliber. At this time a new soft drink wasintroduced by Parle Products and this was
names as Thums-Up. This was a Coca-Cola drink which had a burnt sugar colour.
This drink wasintroduced with a mighty Happy Days Are Here Again. There was
another companynamed Pure Drinks which introduced the soft drink named Campa
Cola along withorange and lemon flavour. Just after this many more companies
entered the Indian soft drink market. A softdrink named Double-7 had been
introduced by a company Modern Bakers. Anothercompany, Mohan Meakins also
came with a soft drink named Marry & Puck-Up.Mcdowell came with Thrill,
Rush, Sprit.Previously there was no competition in the Indian soft drink market but
with all thesecompanies coming in the Indian market a huge competition was taking
place with highvoltage advertisement. But in the year 1988 Pepsi-Cola was given
permission to sell itssoft drinks in the Indian market by the Government of India.
Coca-Coal also came backin 1993.
5. INTRODUCTION OF PEPSIType Public (NYSE: PEP)Founded 1965Headquarters
Purchase, New York, USAKey people Indra Nooyi, Chairwoman, President &
CEOIndustry Food and beverageProducts Pepsi Tropicana Products Gatorade Lays
Doritos Frappuccino (for Starbucks) Mountain DewRevenue $39.474 billion USD
(2007)Operating income $4.551 billion USD (2007)Net income $5.591billion USD
(2007) 11% profit marginEmployees 153,000(2005)
6. PepsiCo, Inc. is currently one of the most successful consumer products company
inthe world with annual revenues exceeding $30 billion and has more than
480,000employees.PepsiCo, Inc. began as a successor to a company incorporated in
1931, known asLoft Inc. Once known as Pepsi-Cola, the company expanded its
business andadopted its current name, PepsiCo, after a merger with Frito-Lay in
1965.This merger dramatically increased PepsiCos market potential and set the
foundationfor the companys tremendous growth.PepsiCos products are recognized
and are most respected all around the globe.Currently, PepsiCo divisions operates in
three major US and international businesses:beverages, snack foods, and restaurants.
In each of these businesses, PepsiCo hasattained a leadership position as being the
world leader in soft drink bottling g, theworld largest snack chip producer, and the
world largest franchised and companyoperated restaurant system.The corporations
increasing success has been based on high standards ofperformance, marketing
strategies, competitiveness, determination, commitment, andthe personal and
professional integrity of their people, products and business practicesPepsiCos overall
mission is to increase the value of our shareholders investmentsthrough sales growth,
investments and financial activities. PepsiCo believes theirsuccess depends upon the
quality and value of their products by providing a safe,whole some, economically
efficient and a healthy environment for their customers;and by providing a fair return
to their investors while maintaining the higheststandards of integrity.
Quaker Foods Tropicana juices Gatorade sports drinks Pepsi-Cola beverages
Frito-Lay snacks 7. COMPANY PROFILE In 1893 Caleb Bradham, a young
pharmacist from New Bern, North Carolina,begins experimenting with many different
soft drink concoctions; patrons and friendssample them at his drugstore soda fountain.
In 1898 One of Calebs formulations, known as "Brads Drink," a combination
ofcarbonated water, sugar, vanilla, rare oils and cola nuts, is renamed "Pepsi-Cola"
onAugust 28, 1898. Pepsi-Cola receives its first logo. Pepsi-Cola North America,
headquartered in Purchase, N.Y., is the refreshmentbeverage unit of PepsiCo
Beverages and Foods North America, a division of PepsiCo,Inc. PepsiCo Beverages
and Foods North America also comprises PepsiCos Tropicana,Gatorade and Quaker
Foods businesses in the United States and Canada. Pepsi-Cola North Americas
carbonated soft drinks, including: Pepsi, Diet Pepsi,Pepsi Twist, Mountain Dew,
Mountain Dew Code Red, Sierra Mist, and Mug Root Beeraccount for nearly one-
third of total soft drink sales in the United States. Pepsi-Cola North Americas non-
carbonated beverage portfolio includes Aquafina,which is the number one brand of
bottled water in the United States, Dole single-servejuices and SoBe, which offers a
wide range of drinks with herbal ingredients. Thecompany also makes and markets
North Americas best-selling, ready-to-drink iced teasand coffees via joint ventures
with Lipton and Starbucks, respectively. PepsiCo, Inc. is one of the worlds largest
food and beverage companies. Thecompanys principal businesses include:
8. PepsiCo, Inc. was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay.
Tropicana was acquired in 1998. In 2001, PepsiCo merged with the Quaker
OatsCompany, creating the worlds fifth-largest food and beverage company, with 15
brands each generating more than $1 billion in annual retail sales. PepsiCos success
is theresult of superior products, high standards of performance, distinctive
competitivestrategies and the high level of integrity of our people. There are many
who feel that Pepsi-Cola had the first move advantage in India.Little do they know
about Pepsi-Colas initial foray into Indian soft drinks industry wayback in 1956?
CocaCola had entered the country just a year back in 1955. But later Pepsi-
Colawithdrew from the country in 1961 due to bottling problems. Pepsi-Cola entered
India inApril 1989 by setting operation in beverages, snacks & agribusiness. At this
time Parlehad 70% of the market share of the total soft drink market. Initially it faced
some trouble in entering the market due to strong resistance frommost of the domestic
soft drink industry and the advocates of Swadeshi. The Indianeconomy was not
liberalized and proved to be another barrier. Pepsi-Cola removed thesebarriers by:
Promising the government to focus considerable selling efforts in the rural area tohelp
economic development.Promising to help boost the expert of agricultural products
Offering to transfer the food processing, packaging & water treatment technologyto
India.
9. HISTORY OF PEPSIPepsiCos beverage business was founded in 1898 by a
pharmacist named CalebBradham who created a special beverage, a soft drink, in the
back room of his drug storein New Bern, North Carolina.This new soft drink called
"Brads Drink" had a unique mixture of kola nut extract,vanilla and rare oils.Caleb
began to advertise his new creation with the theme "Exhilarating, Invigorating,Aids
Digestion" and renamed it as "Pepsi-Cola."Caleb Bradham began his cola operation in
1902. The Pepsi Cola Company washeadquartered in the back room of his drug store
where he packaged the syrup for sale toother soda fountains. The business increased,
and on June 16, 1903, "Pepsi-Cola" wasofficially registered with the US Patent
Office.And as a result, Caleb Bradham began to franchise Pepsi-Cola to many
independentinvestors. By the end of 1910, Pepsi-Cola was franchised in 24
states.Until World War I, Pepsi-Cola Company achieved 17 years of success and a
new themewas introduced, "Drink Pepsi-Cola. It will satisfy you."However, after the
war years, Caleb Bradham suffered bankruptcy. As a result, Pepsi-Cola became a
subsidiary to Loft Incorporated, a large chain of candy stores and sodafountains.
10. Today, Pepsi-Cola Company is a major division of PepsiCos corporate structure.
Pepsi-Cola Company now produces and markets a wide range of beverages to retail,
restaurantsand food services in more than 191 countries and territories around the
world and bringsin an annual revenue of $10 billion.There are 200 plants in the US
and Canada, as well as, 530 plants throughout the rest ofthe world, that produces
Pepsi-Colas beverages.Since the creation of Pepsi-Cola in 1898, Pepsi-Cola Company
has introduced 13beverages that wear the Pepsi-Cola trademark. Five of Pepsi-Colas
brand names:Pepsi, Diet Pepsi, Mountain Dew, 7 UP, and Mirinda, each brings in
annual revenue inconsumer sales of $1 billion.In 1992, a partnership between Thomas
J. Lipton and Pepsi was formed.This partnership produces, markets, and distributes
Lipton Brew, Lipton Brisk andLipton Fountain Ice-Tea. And in 1993, Pepsi Max a
low calorie cola was created andintroduced only for the international markets. Pepsi
Max is now produced in over 40countries and is the third largest-selling cola brand
outside the US.PepsiCo is continuing to expand and introduce new alternative
beverages in the market.There are four alternative beverages that are currently being
tested in our market today.Mazagran, a cold sparkling coffee based beverage,
Aquafina, bottled water, and a low fatmilk shake called Smooth Moos.The latest
beverage was launched on May 22, 1996 in Philadelphia. Pepsi-Kona,a new cola is a
combination of the Pepsi-Cola flavor and the Kona blend of coffee.
11. PEPSICO IN INDIAPepsiCo is a world leader in convenient foods and beverages,
with 2006 revenues ofmore than $35 billion and more than 168,000 employees across
the world. Its worldrenowned brands are available in nearly 200 countries and
territories.PepsiCo entered India in 1989 and in the span of a little more than a decade,
has grown tobecome the countrys largest selling food and beverage companies. One
of the largestmultinational investors in the country, PepsiCo has established a business
which aims toserve the long term dynamic needs of consumers in India.The group has
built an expansive beverage, snack food and exports business and tosupport the
operations are the groups 37 bottling plants in India, of which 16 arecompany owned
and 21 are franchisee owned. In addition to this, PepsiCos Frito Laysnack division
has 3 state of the art plants.PepsiCos business is based on its sustainability vision of
making tomorrow better thantoday. Our commitment to living by this vision every day
is visible in our contribution toour country, consumers, farmers and our
people.Providing consumers with balance and choicePepsiCo Indias expansive
portfolio includes iconic refreshment beverages Pepsi, 7 UP,Mirinda and Mountain
Dew, in addition to low calorie options Diet Pepsi and 7UpLight, hydrating and
nutritional beverages such as Aquafina drinking water, isotonicsports drinks -
Gatorade, and 100% natural fruit juices and juice based drinks Tropicana
PepsiCo supports sea weed cultivation projects in Tamil Nadu which provide
members of womens self help groups with sustainable livelihoods. PepsiCo has
invested U.S$1.5 million investment to cooperatively develop a comprehensive agro
technology program in partnership with the Punjab government to help farmers
improve the quality and yield of their crops. PepsiCos annual exports from India are
worth over U.S$60 million. PepsiCo generates estimated annual retail sales of
U.S$700 million in India. Sells more than 200 million crates annually PepsiCo
generates direct employment for more than 4000 people in India and indirect
employment for 60,000 people. PepsiCo India has 40 bottling plants in India. 12.
and Slice. Our local brands Lehar Everest Soda, Dukes Lemonade and
Mangolacomplete our diverse spectrum of brands.PepsiCos snack food company,
Frito-Lay, is the leader in the branded potato chip marketand was amongst the first
companies to eliminate the use of trans fats and msg in itsproducts. It manufactures
.Lays Potato Chips;Cheetos extruded snacks, Uncle Chips and traditional namkeen
snacks under the Kurkureand Lehar brands. Quaker Oats, Lehar Lites, low fat and
roasted snack options enhancethe choices available to the growing health and wellness
needs of our consumers.
PepsiCo has established zero waste centers and PET recycling supply chains.
SLOGANS OF PEPSI1939: "Twice as Much for a Nickel"1950: "More Bounce to the
Ounce"1950: "Any Weather is Pepsi Weather"1957: "The Light Refreshment"1958:
"Be Sociable, Have a Pepsi"1961: "Now Its Pepsi for Those Who Think Young"1963:
"Come Alive, Youre in the Pepsi Generation".1967: "(Taste that beats the others cold)
Pepsi Pours It On13.
14. 1969: "Youve Got a Lot to Live, and Pepsis Got a Lot to Give"1975: "Have a
Pepsi Day"1977: "Join the Pepsi People (Feeling Free)"1980: "Catch That Pepsi
Spirit" David Lucas composer1981: "Pepsis got your taste for life"1983: "Pepsi Now!
Take the Challenge!"1984: "Pepsi. The Choice of a New Generation" (Commercial
withMichael Jackson, featuring Pepsi version of Billie Jean)1986: "Weve Got The
Taste" (Commercial with Tina Turner)1990: "You got the right one Baby UH HUH" (
sung by Ray Charles )1991: "Gotta Have It"/"Chill Out"1992: "Be Young, Have Fun,
Drink Pepsi"1995: "Nothing Else is a Pepsi"1996: "Pepsi:Theres nothing official
about it" (During the Wills WorldCup(Cricket) held in India/Pakistan/Srilanka)1997:
"GeneratioNext"." With the Spice Girls "1998: "Yeh Dil Mange More"(In Hindi
meaning "My heart wants more")
15. 1999: "Ask for More"/"The Joy of Pepsi-Cola" (Commercial with
BritneySpears/Commercial with Mary J. Blige)2003: "Its the Cola"/"Dare for
More"2005: "Wild Thing"/"Ask For More" (With Jennifer Lopez &
BeyoncKnowles)2006: "Why You Doggin Me"/"Taste the one thats forever
young"Commercial featuring Mary J. Blige2007: "More Happy"/"Taste the one thats
forever young" (MichaelAlexander)2008: "Yeh hai Youngistaan Meri Jaan!"
(India)2008: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake)
16. PEPSICO BRANDS
17. MISSIONPEPSICO MISSION
18. JAIPURIA GROUPIndian Beverages industrys size is Rs. 8000 crores and it is
dominated by twoplayers viz Pepsi and Coke only. This high profile industry has lot
of potential forgrowth as per capita consumption in India is 8 bottles a year as
compared to 20bottles in Srilanka ,14 in Pakistan. While 12 b0ttles a person in
Nepal.The RKJ Group is Indias leading supplier of retailer brand carbonated and
Non-carbonated soft drinks with beverage manufacturing facilities in India Nepal.
Itsexperience in the beverage industry dates back to the sixties when it had the
firstFranchisee at Agra.The group manufactures and markets carbonated and Non-
carbonated soft drinksand Mineral water under Pepsi Brand. The various flavors and
sub brands arePepsi, Mirinda Orange, Mirinda Lemon, Mountain Dew, 7UP, Slice
Mango, SliceOrange, Evervess Soda and Aqauafina.
19. It has the licenses to supply beverages in the territories of western UP, part of
MP,half of Haryana, whole of Rajsthan, Goa, 3 districts of Maharashtra ,9 districts
ofKarnataka, and whole of Nepal. The group has in total 18 bottling plants in Indiaand
Nepal and is responsible for producing and marketing 44% of Pepsirequirement in
India. R.K.J GROUP VARUN BEVERAGES LTD- PEPSI DEVAYANI FOOD
INDUSTRIES PVT. LTD-CREAM BELL COSTA COFFEE PIZZA HUT D.P.S.
SAINT MONTAS K.F.C
20. VARUN BEVERAGE LTD.Varun Beverages Ltd. Was the new start which was
born in 1999 among the JaipuriaGroup. This is the rising sun of Jaipuria group. Mr.
Ravi Kant Jaipuria who is thechairman of this bottling plant has good result.The main
object of this unit is manufacturing, production, selling, distribution, andbottling of
beverages, created water soft drinks etc. Mr. Ravi Kant Jaipuria got bestPepsi Bottler
Award in 1998 for the best bottler of the world. The Pepsi award is thehighest
honorable award to any franchisee.It can be said with absolute certainty that the RKJ
Group has carved out a special nichefor itself. Our services touch different aspects of
commercial and civilian domains likethose of Bottling, Food Chain and Education.
Headed by Mr. R. K. Jaipuria, the groupas on today can lay claim to expertise and
leadership in the fields of education, food andbeverages.The business of the company
was started in 1991 with a tie-up with Pepsi Foods Limitedto manufacture and market
Pepsi brand of beverages in geographically pre-definedterritories in which brand and
technical support was provided by the Principals viz., PepsiFoods Limited. The
manufacturing facilities were restricted at Agra Plant only.Varun Beverages Ltd. is the
flagship company of the group.The group also became the first franchisee for Yum
Restaurants International [formerlyPepsiCo Restaurants (India) Private Limited] in
India. It has exclusive franchise rights forNorthern & Eastern India. It has total 46
Pizza Hut Restaurants & 1 KFC Restaurantunder its company.We diversified into
education by opening our first school in Gurgaon under managementof Delhi Public
School Society. The schools of the group are run under a Registered Trustnamely
Champa Devi Jaipuria Charitable Trust.
21. Companies are medium sized, professionally managed, unlisted and closely held
betweenIndian Promoters and foreign collaborators.The group added another feather
to its cap when the prestigious PepsiCoInternational Bottler of the Year award was
presented to Mr. R. K. Jaipuria forthe year 1998 at a glittering award ceremony at
PepsiCos centennial yearcelebrations at Hawaii, USA. The award was presented by
Mr. Donald M. Kendall,founder of PepsiCo Inc. in the presence of Mr. George Bush,
the 41st President ofUSA, Mr. Roger A. Enrico, Chairman of the Board & C.E.O.,
PepsiCo Inc. and Mr.Craig Weatherup, President of Pepsi Cola CompanVisionBeing
the best in everything we touch and handle.MissionContinuously excel to achieve and
maintain leadership position in the chosen businesses;and delight all stakeholders by
making economic value additions in all corporatefunctions.Our SuccessProduction of
innovative, high quality retail branded beverages combined with world-class
packagingDriven by a management team with a relentless focus on achieving
superiorcustomer service, driving earnings improvement and increasing shareholder
value.Our PeopleAt RKJ we are creating an environment where our employees enjoy
a greater degree ofempowerment - both individually and in their work teams.
22. Our employees are equipped with the necessary tools, training and management
backupfor strong performance and accountability, as well as with an environment of
opencommunication and involvement.
23. ORGANISATION STRUCTURE
24. Chairman CEO Unit Manager TDM ADCCustomer Executive Customer
ExecutiveDistributers A,B,C Distributers E,F Route Agents Route Agents Helper
Helper
25. CONTRIBUTION OF BRANDS IN NOIDA Pepsi 50% 7up 5% Mountain Dew
15% Mirinda orange 5% Mirinda lemon 5% Slice 20%
Aquafina WaterThese eight brands differ in taste, flavor and also in their colours
Lehar Soda Lehar 7-Up Slice Mirinda(Orange) Mirinda(Lemon)
Mountain Dew Pepsi 26. PRODUCT PROFILE OF THE COMPANYThere are
eight brands of Pepsi-Cola named as follows:
27. PEPSIType ColaManufacturer PepsiCo, Inc.Country of Origin United
StatesIntroduced 1903 Coca-ColaRelated products RC ColaPepsi-Cola, commonly
called Pepsi, is a cola soft drink produced and manufactured byPepsiCo. It is sold
worldwide in stores, restaurants and from vending machines. Thedrink was first made
in the 1890s by pharmacist Caleb Bradham. The brand was
28. trademarked on June 16, 1903. There have been many Pepsi variants produced
over theyears, including Diet Pepsi, Pepsi Max, Pepsi Samba, Pepsi Blue, Pepsi Gold,
Pepsi Jazz,Pepsi Next (available in Japan and South Korea), and Pepsi Easter Hop.
Mountain Dew Type Citrus soft drink Manufacturer PepsiCo, Inc.Country of origin
United States Introduced 1964 (nation-wide) Diet Mountain Dew Variants Mountain
Dew LiveWire
29. Mountain Dew is a caffeinated, sweet, citrus-flavored soft drink produced
byPepsiCo, Inc. It was invented in Marion, Virginia and first marketed in
Knoxville,Tennessee in 1948, then by the Minges family in Fayetteville, North
Carolina and across [1]the United States in 1964. When removed from its
characteristic green bottle,Mountain Dew is bright yellow-green and semi-opaque.
30. Aquafina Type Water Beverage Manufacturer PepsiCo, Inc. Country of origin
United States Introduced 1994Aquafina is a popular brand of bottled water. It was first
distributed in Wichita, Kansasin 1994, and was distributed across the United States ,
Canada , Turkey and Vietnam by1997. As of 2003, it had become the United States
top-selling bottled water brand inmeasured retail channels.
31. The water is standard tap water but goes through an extensive purification process
thatincludes charcoal filtration, reverse osmosis and ozonation. Aquafina is sold in 12-
ounce,500-mL (16.9-ounce), 20-ounce, 24-ounce, 1-liter, and 1.5-liter bottles
32. Slice Type Flavored soft drink Manufacturer PepsiCo, Inc.Country of origin USA
Introduced 1984Related products Sierra Mist, Sprite, Fanta, TeemSlice is a line of
fruit-flavored soft drinks manufactured by PepsiCo and introduced in1984, with the
Lemon-Lime and Mandarin Orange flavors
33. MirindaMirinda is a brand of soft drink available in fruit varieties including
orange, grapefruit,apple, strawberry, pineapple, banana, and grape flavors. It is part of
a beverage area oftenreferred to as the flavor segment, comprising carbonated and
non-carbonated fruit-flavored beverages. The orange flavor of Mirinda represents the
majority of Mirinda salesworldwide.
34. Lehar Soda:- This is a soda drink. It has no colour and no flavour. It isgenerally
used with alcohol and used by adults.
35. OBJECTIVE1. To know the consumer perceptions about Pepsi-product2. To
analyze those product which constitute the bulk of the overall demand of the
Products3. To analyze those period which are profitable and could generate revenue
for the Company4. Survey of the Market Share of Pepsi-product5. Provide different
tools to increase sale of Pepsi.6. To Know the Retailer Comments or Suggestion on
Increase The Sale of Pepsi..
36. RESEARCH METHEDOLOGYResearch is a planned and systematic
investigation and analysis of factual data to check,verify or disapprove guesses, clues,
assumption. It supplements the existing body ofknowledge and widens the frontiers of
understanding.Edwin.b.flippo defines research as systematic and purposive
investigation of facts withthe object of determining cause and effect relationships
among such facts.Method is the scientific way of doing things to achieve the desired
result. In thisparticular study, the researcher has followed the scientific steps as
enumerated below: SELECTION OF THE TOPICResearch on How to increase the
sale of Pepsi is a tool utilized to identify how theconsumer buy and in what situation
they buy and ratio of the people who buy Theseactivities should be provided to the
employees to improve their Retailer. In order to get aconstructive outcome, the focus
should be placed on needs as opposed to desires of theconsumer. SCOPE OF
STUDY:As the researcher was placed in VARUN BEVERAGE.LTD, NOIDA for
undertakingresearch as a requirement of the partial fulfillment for the award of the
Master inMarketing Management, the universe of the study is limited to NOIDA
region..
37. OBJECTIVE OF STUDY:The main objective/aim of the study is to assess the
how to increase the sell of PEPSI. METHOD OF STUDY:The entire survey was
planned with a view to collect data and provides feedback toVARUN BEVERAGE
LTD., NOIDA about its household distribution of pepsi. For that purpose, household
distribution of pepsi questionnaire which is developedby me with the help of my
internal guide and my training officer of PEPSICO. About ten questionnaires were
administered to the Retailer by the researcher. Anyconfusion regarding the
questionnaire was promptly attended to by the researcher. 09questionnaires were
returned to the researcher. The collection of data took a little overone week.
SAMPLING:The universe was NOIDA All retailers were the respondents in the
present study. Thequestionnaires were administered none randomly to the various
Retailer. TOOLS OF STUDY
SECONDARY SOURCES Annual report Files/ document Manual of the
organization Books PRIMARY SOURCES Personal interview Observation Personal
discussion and interaction38. The study based on information given by Retailers.
This is done with the interviewingdifferent personnels discussion getting information
from the document and files .Theprimary preparation is from the different books.
SOURCES OF INFORMATIONIn order to get a proper flow of informational list has
drawn as to from where to getsufficient and authentic information on the subject.For
the present study, following are the sources for the study. & Project reportsOn the
basis of this, a training programme was designed in order to train the front
lineexecutives and Managerial staff in order to improve their competencies and
therebyimprove production.
39. DEFINATIONResearch is a careful investigation or inquiry especially through
search fornew facts in any branch of knowledge. Research is done with the help
ofstudy, observation, comparison and experiment. It is a scientific andsystematic
search for pertinent information on a specific topic.There is a topic, How to increase
the sale of Pepsi which is our summerproject topic in Varun Beverage. Ltd., NOIDA.
Through investigation weare trying to find new facts and ideas training needs.
RESEARCH TYPEThe type of Research which is used in the How to increase the
sale of Pepsiis purely a Descriptive Research. This kind of Research
includessurveys and fact finding enquiries of different kinds. RESEARCH DESIGN
40. The survey was conducted for the Varun Beverage .Ltd RESEACH PROCEDURE
1. First of all, a list of competencies, for the Retailer as well as the Consumers was
prepared, which would be grounds for assessing them. 2. Then, questionnaires were
prepared, one for Retailers. 3. At NOIDA various Shop are there Grocery shop, Retail
Outlet, Shopping mall etc. 4. Here the Retailer were interviewed and then the
questionnaires were filled by them. 5. After filled the questionnaires by the all
Retailer, we collected the questionnaires paper by self. 6. 360 techniques were used
for assessing the all Retailers
41. 7. The collected data was analyzed and concluded were drawn accordingly. This
was all done in excel sheets and word pad wherein the conclusions have been
supplemented with pictorial representations. SAMPLE DESIGNThis survey was
conducted at NOIDA which are a part of Varun Beverage.Universe: -
NOIDASampling Unit: -Retailer, Shopping Mall, Grocery Shops at NOIDA,Sampling
Size: -Retailer:- 120Primary Data: -Primary Data which gave the researcher a base for
framing the Questionnaires, whichthen highlighted all the important aspects for
consideration.Primary data was collected in form of questionnaires with interview.
42. Questionnaires: -Questionnaires were the main instrument regarding primary data
collection.A copy of questionnaires has been enclosed in the Annexure.In additional
to the questionnaires method, data was also collected byinterviewing the respondents
face-to-face. This ensured that the datacollected through questionnaires was accurate.
In the process of conductinginterviews, observation the respondents body language,
facial expression.This was true in case of Varun Beverages. Ltd.,Thus in this way data
collection was done.
43. Information and Analysis1 . . What type of cold drink you sale Pepsi or Coca-Cola
? a. Pepsi product b. Coca-Cola c. Both ALTERNATIVE NUMBER OF RETAILERS
Pepsi-products 24 Coca-cola products 12 Both 84
44. What type of cold drink you sale Pepsi or Coca-Cola ? Pepsi-products, 20% Pepsi-
products Coca-cola Coca-cola products products, 10% Both Both, 70%2. Which
flavor of Pepsi the consumer prefers most? a. Pepsi b. Mirinda c Lemon Mirinda d. 7-
up e. Mountain Dew f .E. Soda g. Slice ALTERNATIVE NUMBER OF RETAILERS
Pepsi 20% 12% Mirinda Lemon Mirinda 11%
45. 7-up 10% Mountain Dew 15% E. Soda 10% Slice 22% 20% 22% SLICE DEW
MIRINDA10% LEMON MIRINDA 7 UP 15% SODA 10% PEPSI 11% 12%
46. 3.Are all flavor of Pepsi available during summer? a. Yes b. No ALTERNATIVE
NUMBER OF RETAILERS Yes 78 No 42
47. Are all flavor of Pepsi available during summer? 14 NUMBER OF RETAILERS
12 10 8 Series1 6 4 2 0 Yes No ALTERNATIVE4. Which companys cooling
machine is being used by the retailer? a Pepsi b Coca-Cola c. Self
ownedALTERNATIVE NUMBER OF RETAILERS
48. Pepsi 72Coca-Cola 12Self owned 84
49. Which companys cooling machine is being used by the retailer? 14NUMBER OF
RETAILERS 12 10 8 Series1 6 4 2 0 1 2 3 ALTERNATIVE
50. 5.What type of cold drink does a consumer preferred most? a. Pepsi product b.
Coca-Cola product c. BothALTERNATIVE NUMBER OF RETAILERSPepsi
product 48Coca-Cola product 30Both 60 12 Series2, Both , 10 10 Series2, Pepsi
product , 8 8 Series2, Coca-Cola Series1 6 product , 5 Series2 4 2 0 Pepsi product
Coca-Cola product Both
51. 5.How much you satisfied with the Pepsi product? a. Fully satisfied b. Partially
satisfied c. Not at allALTERNATIVE NUMBER OF RETAILERSFully satisfied
54Partially satisfied 36Not at all 30 How much you satisfied with the Pepsi product?
10 NUMBER OF RETAILERS 9 8 7 6 5 Series1 4 3 2 1 0 1 2 3 ALTERNATIVE
52. 7. In which month sales of the cold drink is very high? a. 15th April-15th May b.
15th May-15th JuneALTERNATIVE NUMBER OF RETAILERS 15th April-15th
May 18 15th May-15th June 102 In which month sales of the cold drink is very high?
18 16 14 No.of retailers 12 10 Series1 8 6 4 2 0 1 2 Month
53. 8.Would you like to deal with company in future? a. Yes b. NoALTERNATIVE
NUMBER OF RETAILERS Yes 120 No 0 Would you like to deal with company in
future? 25 NUMBER OF RETAILERS 20 15 Series1 10 5 0 Yes No ALTERNATIVE
54. Observation and Findings As we know that every businessman does the business
to attain maximum profit in lessexpenditure and good relation with his consumer .As I
have gone through the survey andobserve that , there are two types of distribution
channel company territory office wholesaler- retailer and franchise and due to that
retailer have to face various problem asprice differences because at some places
retailer get the cold drink at different ratewhereas at some places they have to play
more for the same.As we have observe in the market that the demand of Pepsi
product is higher than othercompany product but because of duel distribution channel
the retailer does not get all theflavors available to their shops at proper time and rate .
The retailer knows that most ofhis consumers are of Pepsico product and they
usually ask for the pepsico productSlice,Mirinda,Diet-Pepsi,7up,Mountain Dew, but
due to unavailability they have to sellthe product of other company.According to
survey it has been observed that retailer who is in the direct contact with theconsumer
every thing about the taste and flavor of the consumer. It has also been seenthat
because of healthy relation of retailer with consumers the can sell any other productas
the substitute when consumer demands for the cold drinks.When a good relation is
formed between the two then automatically faith and trust alsoarises between them.
Hence the consumer most of the time take the suggestion of theretailer regarding the
product which is being in demands as well as about its quality . Atthe same time a
retailer can suggest to the consumer for consumption of new productaccording to his
desire and as he knows that the consumer is not going to refuse hisproposal due to
healthy relation.Soa customer can sell any kind of product to any of hispermanent
consumer,whether the product is old are recently introduce in the market.Whereas in
case of temporary consumer the retailer can not pressurize him for any otherproduct
apart from his demanded product but he can try and convince the consumer touse the
another product which is of same kind and taste and is the substitute thatdemanded
product. Most of the time retailer changes the view and choice of theconsumerBy his
convincing power and his sweet behavior .This is era of competition and we know
very well that PEPSI has only one competitorAnd that is COCA-COLA. Hence
various measures have to be taken to raise the marketand sell of the product.As every
knows that the product is sold by the last channel of the distribution to theultimate
user of the product that is consumer.Hence it is the responsibility of the
upperdistribution channel those who work for the particular company to provide all
the facility
55. And offer to the retailer who sell their product because that last channel pr the
seller isnot bound to sell a particular product but he is free to say any product which
gives himprofit.Although the upper level of distribution channel know that lower level
retailers havedirect contact and relation with the ultimate consumer at the same time
he is very wellAware of the taste and demand of the consumer than in spite of to make
retailer angryThe upper level tries and does a lot for the shake of sell of his product by
the lower levelof retailers he know that he can sell any other substitute to his
consumer for any productand as COCA-COLA the biggest competitor of PEPSI
product and they are giving a lotschemes and offers to the lower level of retailer so as
to force them to sell their product.by knowing that the sell can be raised by the
willingness of the lower level of retailer asthey are only who directly interact with the
consumer.According to survey PEPSI product is having a large no. of consumers and
retailer andalso want to sell Pepsi product but because of various common problem
likeunavailability of cooling equipment, offers, discount, glow signboard and many
otherthings. They become angry and hence they dont want to keep their product and
try to sellother companies product.
56. LimitationEach and every works has its own limitation .In my study some
limitation are there as- 1. The sample size is 20 . The all observation has been drawn
on the basis of these 20retailers.2. Sometimes retailers have not given answer properly
because they were doing anotherwork due to their business. At sometime they are free
but they show reluctance.3. Sometimes retailers have not clear and exact data about
how much the sell and whichbrand is taking lead in sale of beverage on their shop.
They give on approximate data.4. It is survey of particular area and I can not make it
universal.5. Sampling has been done on the basis of random sampling and some time
randomsampling does not give proper representative. CONCLUSION
57. PepsiCo India . is one of the reputed companies amongst various cold drink
Industry.PepsiCo is having different product with its product line.Pepsi has acquired a
big share of market in India and in other countries because of itscompetitive pricing,
distribution system and through good customer relation.Like in other industry Pepsi is
also having different competitors. In India Pepsi is havingonly one competitor that is
coca-cola.As we know in summer season demand of cold drink raised but in some
cases it is unableto provide all flavors to its retailers. The quality of product is
different in differentcountries.Pepsi doesnt facilitate credit facility to its customer
whereas customers have to providecredit facilities to its consumer so as to increase his
selling and to maintain relation.Now, the President and CEO of Pepsi Indira Nooyi
have announced that there will be onequality for Pepsi all over and there will a symbol
on all product of the Pepsi. This willhelp in increase the sale of Pepsi Product.Despite
of all the strength and weakness its is also having some threats it is also
havingOpportunity still to grow more and competitor with its competitor.Over all the
company are a very good company and one of the leading and growingcompanies in
India. SUGGESTIONS BY RETAILER
To increase the sale of Pepsi product company should offer discount on family pack.
Launch more product and Product Line MY POINT OF VIEW Incease in Profit and
scheme for the retailers. Attractive packing of the product. Delicacy Problem
should be removed. Offer should be given or contest should be played. More Offers
should be given on big pack (1.5L, 2 L). Competitive Prices should be there.
Available the flavors in the peak season when it is demanded. Available the brands
when it is needed by the customers. Its is suggested by most of the retailers that the
small pack of Pepsi should be available (150 ml/Rs 5). It is easy to sell in the
colonies.58.
Pepsi should introduce PEPSI CLUB for Women for social gathering. AppendiX
Sample Question1. Name of outlet2. What is the type of outlet? Pepsi should give
some tattoos to attract children (age group 5 to 13). Pepsi should introduce some
more Flavors of its Product. Pepsi should Introduce tetra packs (150 ml/Rs 5).
Pepsi should hire housewives to advertise cold drink. Pepsi should do collaborative
marketing with some companies which are playing major role in house hold
distribution. 59.
60. a. Grocery Store b. Convenient Store c. Eateries Store3. What type of cold drink
you sale Pepsi or Coca-Cola ? a. Pepsi product b. Coca-Cola c. Both4. Which flavor
of Pepsi the consumer prefers most? a. Pepsi b. Mirinda c. Lemon Mirinda d. 7-up e.
Mountain Dew f. E. Soda g. Slice h. Aqa Fina5. Are all flavor of Pepsi available
during summer? c. Yes d. No6. Which companys cooling machine is being used by
the retailer? a. Pepsi b. Coca-Cola c. Self owned7. What type of cold drink does a
consumer preferred most? a. Pepsi product b. Coca-Cola product c. Both8. How much
you satisfied with the Pepsi product?
61. a. Fully satisfied b. Partially satisfied c. Not at all9. In which month sales of the
cold drink is very high? a. 15th April-15th May b. 15th May-15th June10. Would you
like to deal with company in future? a. Yes b. No BIBLIOGRAPHY Name of the
books used for the reference and their authors. 1. Principles of Marketing - Kotler
Philip 1. Research Methodology - Kothari C.R. 2. Market Research - Sharma D.D.
62. Websites Referred1. www.pepsico.com2. www.wikipedia.com3.
www.answer.com4. www.google.com