Minor Project Report On MARKETING STRATEGIES Completed in PEPSICO Submitted In Partial Fulfillment Of the Requirement Of Bachelor of Business Administration

Under Guidance of: POOJA ARORA Designation: Placement Incharge Submitted By: NITESH SHARMA Enrol No: 04650501710 Batch: 2010-2013

Submitted To: Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi (Affiliated to Guru Gobind Singh Indraprastha University)

DECLARATION I hereby declare that this Minor Project Report titled consumer satisfaction submitted by me to Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi is a bonafide work undertaken during the period from..to.by me and has not been submitted to any other University or Institution for the award of any degree diploma/certificate or published any time before. (Signature of the Student) Name: NITESH SHARMA Enroll No.: 04650501710 Date:

BONAFIDE CERTIFICATE This is to certify that as per best of my belief the project entitled (Title of the Project) is the bonafide research work carried out by (Name of the Candidate) Student of BBA, BCIPS, Dwarka, New Delhi, in partial fulfillment of the requirements for the Minor Project Report of the Degree of Bachelor of Business Administration. He has worked under my guidance. .. Name Project Guide (Internal) Date: Counter signed by .. Name Director Date:

TABLE OF CONTENTS
TOPICE
Preface Acknowledgement 1. 2. 3. 4. 5. 6. 7. Introduction Company Profile Marketing Mapping & Segmentation 38 Objective of the study Scope of the project Rationale Methodology 54 72 73 74 75 76 77 79 80 81 50 51 52 53 56 1 8

PAGE NO.

8. Limitation 9. Data Analysis 10. S.W.O.T. Analysis 11. S.T.P. Analysis 12. Marketing mix 13. Findings 14. Recommendations 15. Executive Summary 16. Conclusion 17. Bibliography 18 Questionnaire

ACKNOWLEDGEMENT
Intention, dedication, concentration and work are very much essential to complete any task. But still it needs lot of support, guidance, co-operation of people to make it successful. I also offer my sincere thanks to all the respondents who spared their valuable time for survey and specially Ms. Pooja, Banarsidas Chandiwala Institute Of Professional Studies, who gave me her invaluable suggestion for preparing this report. At last but not least I also thanks to entire customer interviewed for their kind cooperation.

NITESH SHARMA

PREFACE
Summer training is a very important aspect in the study curriculum of our institute (Asia-Pacific Institute of Management). Marketing is an essential tool for marketing planning its application is effective for all industrial, commercial and consumer markets. In the recent time, the market sentiment has completely changed and it has become completely buyers market. Indian market is very much price conscious market in the world. In the cold drink sector, there are mainly two companies (Pepsi and Coca-cola) that are increasing their market share by boosting their sell and try to get more popular between consumers. Since cold drink sector is a seasonal business, in this short period of time every player want to earn more profit. Marketing mapping is an effective tool in marketing, by this way company can know that how much shares they have and how much their competitors have. By this mapping company get appropriate number of outlets, which they have. They also know that how freeze they given to outlets. . How much they more invest through giving freeze to the outlets. Through marketing mapping their know how much retailer counter they have.

EXECUTIVE SUMMARY
To complete this project a survey has been conducted for last 6 week retailers with the help of ERS (Every retailer survey) and customers questionnaire in the region of Nand nagri and Khichripur, which is having about 200 shops, by the help of quota sampling. The sample size calculated by taking 200 shops in total. After the exclusive survey, it was find out that strengthening of marketing mapping plays a vital role in increasing the sales of the company and that effects directly the market share of the company. The main purpose of the strengthening of marketing mapping is to provide full information about retailers, like his address, phone no, where his shop actually located,retailer owner name,etc Its purpose is to include a distinct invitation to engage in the transaction this study is basically. The project is basically based on the identification and analysis of marketing mapping to promote sales by getting information strategies and finally nurture the proper functioning and working culture of Pepsi as an organization. The finding band recommendations are made on the basis of survey most depicts on the point that the most of the retailers are not aware of marketing mapping. The salesman is bridge between retailers and company so they should be properly equipped by complete knowledge. So that they can give proper knowledge to the retailers. .

INTRODUCTION
PepsiCo is a giant player in convenient foods and beverages, with revenues of approx $27 billion and over 143,000 employees. The company also consists of the snacks business of Frito-lay North America, Beverages and foods, which includes Pepsi Co Beverages North America (Pepsi-Cola North America and Gatorade/Tropicana North America) and Quaker Foods North America. Pepsi co success is the result of superior products, high standards of performance, distinctive competitive strategies and high integrity of our people Pepsi Co s beverages business was founded at the turn of the country by Caleb Bradham, a new Bern, North Carolina druggist, who first formulated Pepsi-Cola. Today consumers spend about $33 billion on Pepsi-Cola beverages. Brand Pepsi and other Pepsi-Cola products----including Diet Pepsi, Pepsi-One, Mountain Dew, Slice, Sierra Mist and Mug brands-account for nearly one-third of total soft drinks in the United States, a consumer market totaling about $ 60 billion. The main purpose of this project is to get Geographical Information System of their outlets of Pepsi and their competitors like Coca- cola, fruti, jayanti and to know their market share in the market.

CARBONATED SOFT DRINK INDUSTRY

INDUSTRY STRUCTURE:
The three main teams in the production and the distribution of the carbonated soft drinks are the concentrate producers, the bottlers and the retailers who are actually responsible for the sales of the product. The concentrate producers produce the concentrate and then sell it to the bottlers, who adds a sweetener to the carbonated water and then pack it in the bottles and cans. These bottlers can be either the Pepsi itself or the franchisees who work on the behalf of Pepsi. One half of the sale of the Pepsi is through the company owned bottlers (COBO) and other half of the sale is through the franchisees bottlers (FOBO). FOBOs had the right to the product and then sells it in the defined territory and is not allowed to market the competitive brand. Then through the distribution channel the product reaches to the retailer who finally sells the product to the consumers. The principle retail outlets for the CSD are the supermarkets, convenience stores, fountain services and thousands of small outlets.

SALES PATTERN OF SOFT DRINK

Soft drinks sales are depending upon the season. As the sales are more in summer as compare to winter. Basically sale target are depending upon the scheme in the summer because through our survey what we find out retailer demanded more, if the scheme are more. Displays also can increase the sales of soft `drinks. Schemes are more demanded in rural area as compare to urban. Industry research suggests that the purchase of the soft drink is unplanned, i.e. sometimes it is more and sometimes it is less depending on the demand in the market, the schemes that are provided to the retailers, the displays provided, the incentives given and on the relationship of the salesman and the retailers. Water: To make the soft drinks they get water from the municipal supplies or through the borings. Through reverse osmosis purification process they obtain germ free water. The water is also treated with some chemicals so that the water is obtained pure and ready for consumption. The water is also passed through the sand in order to filter it. This water thus obtained is soft and can be used for manufacturing process of the carbonated soft drinks. Same water is also used for washing of the used bottles. Sugar Syrup Preparation: The next step is the preparation of the sugar syrup, which is further used to prepare the final concentrated syrup. In this the sugar is added to the germ free water and heated to about 85 degrees of temperature in a steam jacketed stainless steels tank of adequate capacity with an agitator, so that the sugar gets well dissolved in the water. The solution is boiled for about 20 minutes so that the syrup gets bit thick. This also kills the germs present in the water. The syrup is then filtered through the filter press at a high speed so that further impurities can be removed from the syrup. Then this syrup is cooled to a definite temperature with the help of a S.S Plant Heat Exchanger.

10

Finished Syrup: In the preparation of the finished syrup, additional water is added to the raw syrup in the correct quantity along with some essence. The solution is mixed thoroughly with an agitator provided in the S.S tank and allowed to mature according to the specified time limit. This time differs for each flavor. Beverage Preparation: In this step the ready syrup is passed through the inter mix unit where more water is added to the syrup to prepare the final product. Now this beverage is chilled to a very low temperature and is pumped into the saturator carbonator. Carbonator is the stainless steel vessel consisting of a number of S.S film plates. This vessel is a pressure vessel where high pressure is maintained, so that the CO2 gets well mixed with the cold water. The S.S plates forms a very thin film of the beverage on the plates. After this the beverage is filled in the glass bottles under high pressure, so that no air remains inside the bottles because this can spoil the soft drink. Filling: Filling of the beverage in the bottles is done through the automatic counter pressure filters, which fills the bottles at a high speed, and the bottles are crowned with the caps automatically. Washing of the bottles: Washer, which consists of the soaking compartments. These compartments contain caustic soda and a number of jets where soft water and hot The bottles, which come back from the markets, are washed with the help of bottle caustic soda solutions are used to clean the bottles. These cleaned bottles are then inspected before they go for refilling. They are passed through the bottle conveyer. Then they are passed through the Lim-Light inspection machine and then through the Mit-Mirror machine for finding out the cracks. After all these inspection the bottles are sent for refilling. The bottles are again checked and then packed in the groups of 24.

11

Quality control: The success of any industry depends on the quality of the product it provides. Therefore quality measurements are done on each step in order to ensure that the product that finally reaches the consumer is fit for consuming. The packed bottles are checked for the gas content, sugar content, organic and for the microbiological quality. Here the quality invariable remains the constant because of the continuous on -line checking.

12

COMMON SYSTEM

TERMS

USED

IN

PEPSI-COLA

RGB (REFILLED GLASS BOTTLES): This term is generally used for the 300 and 200 ml glass bottles. Bottle: This term refers to the entire bottling group. Can: A still of aluminum container in which the beverages are packaged for sale. Crate: A durable box made of durable plastic (thermostatic plastic) which is used to contain the bottles. Consumer: Someone who consumes the products. Cooler: Mechanically refrigerated unit that cools the glass bottles and the pet bottles. Crown: The steel closure, which seals the bottles. Customer: consumer. Route: The sequence of shops and the retail shops that the salesman has to cover every day in order to complete his job. Whole Seller: A business entity, which buys products from the producers for resale to the retailers. They have their own defined routes, the salesman from the company are not allowed to cover them. A retailer or dealer who sell or serves products directly to the

13

COMPANY PROFILE
RKJ GROUP Indian beverages industrys size is Rs.8000 Cores and two players viz Pepsi and Coke dominate it only. This profile industry has lot of potential for growth as per capita consumption in India is 8 bottles a year as compared to 20 bottles in Sri Lanka, 14 in Pakistan, while 12 bottles a person in Nepal. The RKJ group is Indias leading supplier of retailer brand Carbonated and NonCarbonated soft drinks, with beverages manufacturing facilities in India and Nepal. Its experience in the beverage industry dates back to the sixties when it had the first franchise at Agra. The group manufactures and markets Carbonated and Non-Carbonated soft drinks and mineral water under Pepsi brand. The various flavors and sub-brands are Pepsi, Miranda orange, Miranda Lemon, Mountain Dew, and 7UP, Slice Mango, Slice Orange, Evervess Soda and Aquafina. The RKJ group has signed a franchise with Tricon restaurant India Pvt. Ltd. To run a fast food chain in Northern Indian under the name of Pizza Hut. The first beverage plant was set up in 1969 under Agra Beverages Corporation Limited. Since than family has set up 18 bottling plants in India (holding about 44% of the Pepsi manufactured and marketed in India) and one in Nepal (holding 100% of the Pepsi share in Nepal). The bottling plants of RKJ group are located at Greater Noida (Varun Beverages Ltd.), Jaipur, Kosi Kalan, Alwar, Jodhpur (Varun Beverages Ltd.) Goa Bottling Co. Ltd., Dharwada (Nector Beverages Private Ltd.) and Nepal (Varun Beverages Ltd.). 14

It has the license to supply beverages in the territories of Western U.P., Uttaranchal, and part of M.P., half of Haryana, whole of Rajasthan, Goa, 3 districts of Maharashtra, and some districts of Karnataka and whole of Nepal. The group has in total 18 bottling plants in India & Nepal and is responsible for producing and marketing 44% of Pepsi requirement in India. Form 1995 the company had been operating successfully in conformation to the objective of the Pepsi Foods Ltd. In 1995 Varun beverages was awarded the best quality and productivity award. JAIPURIA The management of the RKJ group is in the hands of MR. RAVI JAIPURIA (CHAIRMAN OF THE COMPANY) and MR.I. J. KALIA (president of Varun Beverages Ltd.) shares the production and managerial responsibilities of the company. Jaipuria Group is an Rs.1500 cores, family controlled, reputed business house with a number of operations in diversified fields like textiles, bottling, education, information technology, food chain and retailing, a part from numerous other business segments. The group as on today can boast of expertise and leadership in the fields of food and beverages, textiles and real estate development with varied interests in a wide range of products and services. The Jaipuria group under the leadership of the three brothers SK Jaipuria, RK Jaipuria and CK Jaipuria has today become one of the leading business houses of the country. The following are the major areas of operations of the Jaipuria Group: 1 2 3 4 5 Food and Beverages Textiles Information Technology Real Estate Education 15

JAIPURIA GROUP IN INDIA OFFICES AND PLANTS 1. New Delhi 2. Mumbai 3. Kolkata 4. Chennai 5. Hyderabad 6. Agra 7. Guwahati 8. Chandigarh 9. Lucknow 10. Varanasi 11. Patna 12. Jaipur 13. Indore 14. Bhopal 15. Gwalior 16. Vishakhapatnam 17. Udaipur 18. Goa 19. Dharwad 20. Jamshedpur 21. Noida 22. Cuttack

PEPSI DEVYANI BEVERAGES LIMITED was established on 9th April at Greater Noida (U.P.). The bottling plant of Varun Beverages was inaugurated by MR> CHRISTOPHER SINCLAIR (the chairman of Pepsi Co. India Ltd.). Pepsi Varun Beverages Ltd. is a manufacturing as well as trading concern. Its area of business is spread at the following cities of Western U.P. and Uttaranchal region: 1 2 3 4 5 6 7 8 9 Noida Ghazi bad Bijnor Saharanpur Meerut Buland Shahar Muzaffar Nagar Dehradun Haridwar

16

17

PEPSI PROFILE
BIRTH PLACE OF PEPSI

NEW BERN, NORTH CAROLINA COAST----- on the spot in his pharmacy, Caleb bard ham invented brads drink which later he planted as Pepsi-cola. 1965 Donald M. Kendall. President and Chief Executive Officer op Pepsi-Cola and Herman W.Lay, Chairman and Chief Executive Officer of Frito-Lay found 1965 Pepsi co, Inc., through the merger of two companies. Caleb Bradham, a New Bern, N.C. pharmacist, created Pepsi -Cola in the late 1890. Frito- lay, Inc. was formed by the 1961 merger of the Frito Company, founded by Elmer Doolin in 1932, and the H.W. Lay Company, founded by the new company; Donald M. Kendall is president and chief executive officer. The new company reports sales of $510 million and has 19,000 employees. Major products of the new companies are: Pepsi-Cola Company --- Pepsi -Cola (formulated in 1898), Diet Pepsi (1964) and Mountain Dew (introduced by the Corporation in 1948). Frito-Lay, Inc.-b Fritos brand corn chips (crested by Elmer Doolin in 1932) Lays brand Potato chips (created by Herman W. Lay in 1938), Cheetos brand cheese flavored snacks (1948), Ruffles brand potato chips (1958) and Rold Gold brand pretzels (acquired 1961) Mountain Dew launches its first campaiYahoo Mountain Dew---- itll tickle your innards.

18

1969 Bold, modern Pepsi-Cola packing using red, white and blue is introduced. Youve got a lot to live, Pepsis got a lot to give, becomes the advertising theme Mountain Dew changes its slogan to Get that Barefoot FeelinDrinkinMountain Dew 1970 MOUNTAIN Dew changes its slogan to Get that Barefoot feel in drink in Mountain Dew PepsiCo moves from New York City to new world headquarters in Purchase, N. Y.. The new corporate headquarters feature a building by one Americas foremost architects, Edward DURRELL stone (1902-1978) set on a campus of 144 acres amid an outdoor sculpture garden. Pepsi introduces the industrys first two-litter bottle. Pepsi is the first company to respond to consumer preference with lightweight, recyclable, plastic bottles. 1972 Mountain Dew, acquired by Pepsi- Cola in 1964, switches its advertising and packing graphics from to action -oriented scenes. Sales climb and Mountain Dew will become one of the 10 best - selling soft drinks in the United States. Don Kendall announces agreement Pepsi-Cola the first foreign product sold in the then U.S.S.R. PepsiCo is given exclusive rights to import Stolichnaya Russian vodka in the U.S. 1974 PepsiCo sales pass the $2 billion mark Pepsi- Cola becomes the first American consumer product to be produced, marketed and sold in the firmer Soviet Union. 19

1980 PepsiCo Food Service International (PFSI) is formed to focus on overseas development of restaurants. PepsiCo now has 111,000 employees first presentation of the international Donald M. Kendall Bottler-of -the-year Award. 1981 PepsiCo passes $7 billion in sales. 1982 Pepsi Free and Diet Pepsi Free, the first major brand caffeine-free colas, are introduced Inauguration of the first Pepsi-Cola operation in China. 1985 PepsiCo is now the largest company in the beverages industry. The has revenues of more than $7.5 billion, more than 137,000 employees. Pepsi-Cola products are available in nearly 150 countries and territories around the world. Snack food operations are in 10 international markets.

1986 PepsiCo purchases 7-UP International, the third largest franchise soft drink operation outside the United States. PepsiCo passes $10 billion in sales. Dew it Country Cool, becomes new slogan for Mountain Dew. Diet Pepsi -Cola acquires Mug Root Beer. Pepsi gets a new logo. Pepsi -Cola sponsors the first Western- produced consumer commercial in the Soviet Union, appearing during the Goodwill Games.

20

1988 Pepsi -Cola international enters a landmark joint venture agreement in India.

1989 PepsiCo enters top 25 of fortune 500 ranking with sales of $15.4 billion, it is number 23. The company has more than 300,000 employees. 1991 PepsiCo acquires an equity interest in Wedel SA, the leading manufacturer of chocolate and confectionary in Poland Snacks operation in 23 countries. Pepsi-Cola introduces a new logo, its eighth in 93 years. Advertising features rap singer MC Hammer. 1994 Pepsi-Cola is the first major soft drink maker to begin producing and distributing its product in Vietnam. Pepsi-Cola launches its sports drink All Sort. It is sold in 2001. Pepsi -Cola International acquires Indian company, its first big bottling plant in Bombay. Pepsi -Co sales reach $ 30.4 billion. There are 470,000 employees worldwide, making PepsiCo the third largest employer. 1995 Pepsi -Cola introduces Nothing else is a Pepsi theme line. Pepsi -Cola is top ad scorer in Super Bowl. Mountain Dew sponsors the Grammy Awards. Theme line is Been There, Done That, Tried That.

21

The Pepsi Lipton Tea Partnership debuts new ad campaign emphasizing, Theres only one Original. Pepsi -Cola introduces Smooth Moos Smoothies, a line of low -fat dairy shakes.7UP International launches 7UPIceCola, a new clear cola. 1996 Mountain Dew launches a massive beeper network called The Mountain Dew Extreme Network. Pepsi Co, Inc. and Lucas film Ltd. announce the largest promotional alliance in entertainment history, linking existing and future Star Wars series with PepsiCo beverages, snack foods and restaurant brands worldwide. Pepsi Cola and MTV establish a partnership to develop international programming, cross promotions, marketing tie-ins and specials events. 1997 Pepsi -Cola introduces new advertising campaign with the theme Generation Next. Pepsi -Cola North American bottling operations become a separate unit called The Pepsi- Cola Bottling Co. National rollout of Aquafina bottled water. Pepsi -Cola celebrates 100th Anniversary with first worldwide bottlers conference, held in Hawaii. The event is held during the same time as first bottlers conference. 1998 Pepsi -Cola introduce two -liter plastic bottle with built in grip handle that makes it easier to grip and pour. Pepsi introduce new look called the Globe which prominently features a 3dimensiponal Globe against a blue ice backdrop.

22

PepsiCo acquires Tropicana Products from Seagram Company Ltd., the biggest acquisition ever undertaken by PepsiCo. Anthony Rossi founded Tropicana in 1947. its major brand is Tropicana Pure Premium Juices. In March, the Pepsi Bottling Group, the worlds largest Pepsi bottler, begins trading on the New York Stock Exchange. It is listed under the symbol PBG. The $ 3.2 billon public offering is among the biggest initial public offerings in stock market history. 1999 Pepsi launches The Joy of Colas advertising campaign. 2000 Pepsi-Cola revivers its Pepsi Challenge advertising campaign. Challenge includes Pepsi One Diet Coke as well as cola. Pepsi-Cola teams up with Yahoo Inc. the biggest web navigation company, in a multimedia marketing campaign aimed at teens and young adults. Pepsi-Cola launches Sierra Mist a caffeine-free, lemon/lime soda. 2001 Pepsi-Cola Company launches Dole single -server juices in vending machines, coolers and other retail outlets throughout the United States. Pepsi-Colas flagship brand will have NEW TAGLINE, The Joy Of Pepsi. Pepsi-Cola launches the bold new Mountain Dew code Red nationwide. It is Mountain Dews first line extension since the introduction of the Diet Mountain Dew in 1988. PepsiCo introduces a new corporate logo. Diet Sierra Mist is introduced. 2002 Diet Pepsi has a new look

23

Aquafina debuts new line of great-tasting enhanced water. Aquafina Essentials target active, health-conscious adults in four lightly sweetened varieties including B-Power, Calcium+, Daily C and Multi-Vin 20-oz bottles. Pepsi Brand Pepsi has a new look. PepsiCo publishes Health and Wellness Philosophy. (on pepsico.com) PepsiCo introduces Marathon Kids, a program that encourages kids and their families to be more physically active, the program debuts in Dallas, TX. 2003 Pepsi-Cola launches Sierra Mist nationally. Pepsi announces plans to launch Mt. Dew Livewire, an orange drink, this summer Pepsi-Cola sings an exclusive fouryear

sponsorship deal with the Canadian Hockey Association, making Pepsi the official soft drink. Pepsi announces four-year sponsorship agreement with the UK Football Association. Pepsi Stuff Campaign kicks-off in Canada. PepsiCo creates PepsiCo International, the business that will unite all international snack, beverages and food units in an effort to drive faster growth and improved profitability around the world. 2004 Pepsi-Cola to launch Pepsi Edge, the first full-flavored cola with 50% less sugar, carbohydrates and calories than regular cola. 2005 PepsiCo relanuched Mirind Lemon (ginger flavored). The story still not end---------------------------

24

25

PEPSI 10 STEP CALL: 1 2 3 4 5 6 7 8 9 Greet the customer by name. Collect and sort all empties from the storeroom. Communicate marketing programme and scheme to the customer. Leverage the route book and refill the empties. Arrange warm product displays (in the shop). Charge cooler, ensure 100% purity. Arrange crate display outside the outlet. Put up POS at eye level. Prepare cash memo, collect cash and fill up the route book.

10 Thanks the customer.

26

MARKET

MAPPING

AND

MARKET

SEGMENTATION

MARKET MAP It defines the distribution and the value chain between supplier and final market segment, accounting for the various buying mechanisms and influencers found in a market. Market Segmentation identifies those groups of customers whose similar requirement can be satisfied by a distinct marketing mix. The marketing process company has developed processes and software to help define both these inter-linked pre-requisites to successful strategic marketing planning, the software tools, MMap and Market segment Master, can be used in support of the 10 stage mapping and segmentation process shown below, which is incorporated in a series of work shops

27

28

The Market Mapping segmentation process can be distilled into 10 step process

STEP MARKET MAPPING PROCESS 1. Defines Market (need). 2. 3. 4. List the needs begin met by the current products, as highlighted by the current customers. The definition should focus around the needs of the final customer (i.e. the final user). Set parameter for analysis (i.e. specify what is to be included and excluded ). Estimate RAM (realistically available market )i.e that part of the market in which your organization can realistically compete. Draw a map of the market your business is segmenting Current: Identify junctions (i.e. transaction stages). Include stages where influence is though to bear on the purchase decision [i.e. where influence/ advice /decisions occur (not necessarily a transaction) about which products to choose]. 5. Initial qualification 6. Total market volumes (units)/ value (revenue) and your organizations share, which flows through different channels No. of businesses / customers which exist at each junction.

Draw a map of the market your business is segmentingFUTURE: Record key drivers (such as e- business) that will have an impact on channel mix. Specify key assumptions. Identify new/emerging junctions.

29

 7.

Need to capture which will increase at the expense of others. Adjust total market volumes and your organizations share, which flows through different channels .

Expand details (preliminary segments). Top line picture developed so far may be hiding important differences between customers. Note at each junction on your market map (if applicable ), all the currently understand different types of companies/customers that occur there. Sketch out the various sub- junctions separately. Construct an outline (as opposed to the definitive picture). Definitive picture can be entered once you have decided at which junction on the map you should be developing segments. Highlight companies / customers who make decisions about which product to buy (i.e. split junction into leverage members) Redraw the market map incorporating the breakdown of junction types. NOTE: Market mapping routine may be challenging the traditional lists of company/ customer types at the various junctions around whom you currently conduct your marketing effort.

8.

Identify the junctions where market segmentation should occur (Market Leverage Points) on the Market Map. Determine which junctions own or influence the purchase decision (i.e. those junction where a decision is made about which of the competing products/ services should be purchased)

30

 9.

Segment junction furthest away from the supplier (manufacturer) where decisions are made Progressively backtrack along map away from final towards the supplier

If junction owns or influences the purchase decision, ask: Who buys (i.e. dominant profiling characteristics)? What, where, when and how do they buy? Why do they buy (underlying needs from which CSFs derived?

10.

Use process to segment your market into groups of customers who share the same needs, behaviors and current channel preference.

MARKET MAPPING AND SEGMENTATION WORKSHOPS

The objective of the workshop series is to produce a structure for the defined market, which clearly identifies the different that customers look to be satisfied. These different requirement s can then be used to develop the alternative strategies that need to be implemented, to better access the segments and tune product offers to suit the customer requirements.

31

It should be noted that most organizations do not have access to the information to produce a definitive segmentation structure that 100% accurate. However most organizations do have sufficient internal knowledge to produce something that is roughly right and a reasonable staring point. Where this is not the case, the process makes it very clear where the information holes are and the importance of that information. If research is required, the process ensures a rigorous and very targeted brief can be produced.

The workshop series is structured in three phases, as follows: 1 MARKET DEFINATION A market is defined in term of a need that can be satisfied by the product or services customers view as alternatives. Once this is clear, the boundaries for the segmentation project can be set. 2. MARKET MAPPING Marketing Mapping is used to develop a clear understanding of how a market actually works, looking at both the routes or channels to market and the roles of influencers. A key stage in market mapping is to identify who makes the decision between alternatives offers, as it is on these individuals/ departments that the segmentation review will focus. 3. Market segmentation

32

Having identified the key junctions on the market map, these are analysing to arrive at a segmentation structure. This is achieved by answering the following questions. Who Buys? Here the out of the market map is captured, by identifying and defining the different types of decision makers such as large corporates, small independents, individuals and so on, along with the revenue associated with their decisions.

33

What is bought, where? When? How? The objective of this step is to clear identify the Key Discriminating Features (KDFs) used by the decision-makers to choose between one offer5 and another. In an airlines example this could involves class of travel, fare type, additional services (chauffeur drive, for example), schedule, airport, loyalty programmes agency, direct and so on. Who buys what? The different types of decision makers identified earlier in the process are then broken down in to a series of micro-segments, to reflect the different purchase bundles they put together. Why do they buy? As segmentation is about splitting customers or potential customers within a market into different groups or segments, (within which customers have the same or similar requirement), understanding the real needs customers are trying to satisfying by the purchase bundle they put together is a crucial step. This information is converted into critical purchase influences (CPIs). For example, some segments will be influenced by service and convenience, others by price and so on. It should also be noted that CPIs might retail to how the micro-segment wishes to be served. For example some large customers may wish to be served by a single point of contact for all their needs, in which case the channels serving those needs should reach them; for other micro-segments the Internet may represent the best way to serve the customer.

34

MMAP THE MARKET MAPPING TOOL MMap introduces a uniform language for market maps By adopting a single, consistent approach, MMap enables the marketing process company to produce a series of market maps to allow easy comparisons between markets Maps constructed by MMap will be structurally and numerically consistent MMap is versatile enough to allow comparison of volumes and values and their percentages and market shares. Market maps may be easily exported to a word processing or presentation packages. The structure of the map is continuously checked whilst drawing to ensure consistency. Each map is produced in full colour. A re- coloring tool facilitates viewing of: Routes through a channel The influencers of particular channel and who the channel consequently influences Routes into and out of a channel by unique coloring by channel. EXPLATIONATION OF THE FORMAT: Our Superior give us a format of route in it Shop name, address, Phone of that outlet, personal number are give and we have to fill the Warm stock mean how much warm stock of Pepsi and coke they have which is out of freeze and we ask them about their chilled stock of which they have in the freeze. We wrote that ratio in crates. We ask to them which company chilling equipment they have. Is they have a freeze of Pepsi, Coke and his Own, we also write size of freeze and number of freeze the Retailers have. We wrote the channels of the shop whether it is Restaurant, chemist, hotel, etc. We also see that, which company board they

35

have. There are three types of sinages, which are like paint, global sinages board, display board etc. GSB (Global size board):- Which have tube light inside it which shine/ glow in the night . DSB (Display Size Board):-Which is made of tin board . By this survey company get current information of the number of outlets. They register the name of outlet, phone number, name of retailers. The meaning of this survey is for the view of company get appropriate number of outlet. As the map is given to us by this way company get one think that how the salesman do his route. Is he re-distribute on that way which he already distribute bottle. By this way get it fuel, and make such kind of mapping that which outlet come was to salesman early he do it first then go the farthest. Our information through this survey given to the company is very much important for the viewpoint of company because every planning is depending upon it. The purpose of writing the name of outlets as the company had record of outlet through last year GIS. They have record of name of outlet but the purpose is that suppose, the outlet is name of retailers daughter and he changes it and any other reason should be there. Now that same shop which is change but that new name is not near to the company that why they do GIS every year. Another purpose is see the monopoly of Pepsi and coke see their share value is more the their competitor. We go with salesman in the Tata 407 and spent our whole day in this activity of survey with them to Give them correct information and put plotting the position of outlets and submitted it to our supervisor at night. As we write the chilled equipment, by this company know how much freeze are plotted in the market. We find in some route where company give less freeze so they concentrate on that route and we also saw such route also where company gave two freeze in 1 outlets, so that this is the reason to ask the question regarding to the company requirement. 36

By writing the chilled warm and warm stock company can know how much empty bottles they have in the market. So that they take them back, See the record of the outlets. See which empty bottles are more in the market, see the share of his in the market. By the sinages board company get information that who many shops get they board from the Pepsi. WE work in the C&F of Pepsi under Varun Beverages Ltd. We work there 8 weeks. We get a lot of experiences by working their, the CE of S. K. Depot and Gupta Cool Company can give us route on which we work. They sent us with the salesman. Salesmen guide us a lot in this project of summer training. We see how they sale the product achieve their daily sales target. WE listen the problem of retailers and try to solve and tell to the supervisor. We went with the salesman at the mourning 8.00am, do our survey whole day with them. We write the name of shop, which the salesmen go, and sales our product. By their project get a experience of customer behavior. As it saw marketing and very much helpful to use to grow in the future, through come in the market get perception of the retailers regarding to our product, We also work in the sales and launch of Lipton ice Tea which is conglomerate with Pepsi. We are also work in those activities. WE also promote Mirinda Lemon, Mirinda Batsman blast. By the mapping CE can get help for setting sales target for the salesman.

37

OBJECTIVE OF THE STUDY

Primary Objective: To get correct geographical information system about their outlets in East Delhi (Nand Nagri, Khichripur) so that company can know their share in the market. They get information how much they invest in the market and how much more they can invest to grab the market share.

SECONDARY OBJECTIVE: The objective of this project is to give correct geographical information system to the company, so that they know about their outlets in East Delhi and know about their competitors shares in the market. By this project company know which brand is more in demand and which in less demand, get customer opinion regarding the brand which the like. Company can get a list of their monopoly outlets .For this project I have done a survey of outlets of Khichripur under CE retailers and customers in order to get an idea about what they like and dislike about both Pepsi and Coke.

38

SCOPE

The scope of this project is to give correct information to the company about their outlets in East Delhi,so that they know how many new outlets are open in that area as compare to last year and what is the ratio of new outlets open in last year. . By this survey company can make a dynamic strategy in the market for their growth.

39

RATIONALE

To command in the market and grab the large share in the market is the main concern of any company. Pepsi is one of the giant shareholders in India. The main competitor is coke. The major think to study in this project is that how company do geographical information system every year to know about their share in the market .By this way company invest in any market .If they have lesser share than coke they invest more to grab the market, by increasing bottles in the scheme or give attractive gift to the retailers and customers.

40

RESEARCH METHODOLOGY
Marketing research specifies the information required to address issues, designs the method for collecting information, manages and implements the data collection process, analysis the results, and communicate the findings and their implementation. In this research process the data is collected through different sources and interpreting it in desired way, once the objectives is clear, different techniques and methods are adopted to achieve them. The steps involved in research methodology are research question, hypothesis formulation, research design, data collection method, sampling plan, fieldwork, data analysis and interpretation. The steps are as followed. RESEARCH QUESTION: Is strengthening of new marketing mapping responsible for increasing market share? NULL HYPOTHESIS: Strengthening of marketing mapping does not increase any market share. ALTERNATE HYPOTHESIS: Strengthening of marketing mapping increase market share.

RESEARCH DESIGN Research design is a framework for conducting the marketing research. Its purpose is to design a study that will test hypotheses of interest, determine possible answer to the research questions, and provide the information for decision-making. This research design is a causal type of research design.

41

DATA COLLECTION METHOD In research collection method there are two types of data. PRIMARY DATA: Primary data is collected through survey of outlets, questionnaire, and personal interviews with retailers and different employees of Pepsi ( like salesman, etc.). EDS Every dealer survey is a tool provided by the company to find the market share Pepsi vs Coca-cola in the market. SECONDARY DATA Secondary data is collected through Internet, Journals, and Magazines, Newspaper etc. SAMPLING PLAN: The sampling is based the sample technique which is QUATO SAMPLING here, a non probability sampling technique that is a two-stage restricted judgment sampling. The first stage consists of developing control categories or quato of population elements. In the second stage, sample elements are selected based on convenience or judgment. Retailers are samples in the project and the sample is collected by East Delhi region. SAMPLE SIZE The sample size calculated is 200 outlets in Nand Nagri and Khichripur

42

LIMITATION

1 2 3 4 5

One of the major limitations of the research can be that data is collected in the hike period of sales that is April to June and hence it can fluctuate. Some retailers are not interested in research work and therefore they refused to give data required for research work. Some shops of Pepsi status are left, as the salesman does not visit them on daily routine. Some retailers are not providing correct data, as they are not interested in the marketing mapping. Many retailers are providing wrong data by over quoting the data as they want to create good impression in front of the company.

43

44

S.W.O.T. ANALYSIS
STRENGTH GIANT PLAYER STRONG MARKETING STRATEGY 2 IN 1 BENEFIT 2. WEAKNESS DELAY IN THE DISTRIBUTION OF GIFTS. DELAYS IN SALE SERVICES. NOT PROPERLY LISTEN THE COMPLIAN OF.RETAILERS. PROMISES ARE NOT FULFILED 3.OPPORTUNITY 1 2 3 WELL KNOWN AWARENESS OF BRAND IN OUR COUNTRY. ITS BRAND FLAVOUR ATTRACTIVE TO THE CUSTOMER.. THROUGH ITS GOODWILL NAME IT EASY TO ITS NEW BRAND RUN IN THE MARKET.

4.THREATS 1 2 STRONG COMPETITOR LIKE COKE. EXISTING FLAVORS.

45

S. T. P. ANALYSIS

SEGMENTATION: The company segments its product according to geographical means. Cold drink was segmentation in East Delhi Pepsi aims at expending their how in all parts in India. TARGET: Basic aim of the company is to expand its outlet and getting knowledge through GEOGRAPHICAL INFORMATION SYSTEM. By GIS company get full knowledge of its outlet which take only Pepsi and know about those outlets which take only coke. Company is to grasp this outlet to make himself as a giant player in soft drinks business. Childrens and Teenagers are the main segment to the product on the basis of flavor.. POSITIONING: Through Marketing Mapping, Company can know about its real position in the market. Investment in the market is basically depending upon GIS and lot of dynamical strategies of market planning. The mission of the Pepsi is towards reaching to the last consumer and leaving name in their minds.

46

MARKETING MIX
PRODUCTS Pepsi makes CARBONATED SOFT DRINKS i e.cola and non-cola flavor. Product refers to the physical goods features like product variety, quality, design, features, brand name, packaging, size, services, warranties etc. this is the feature the marketing mix that make a customer decide upon the first of buying the product or not.

CORE BRANDS: 1 2 3 4 5 6 7 8 9 PEPSI NEW MIRINDA LEMON MIRINDA ORANGE SLICE MOUNTAIN DEW 7UP AQUAFINA LEHAR SODA MIRINDA BATSMAN BLAST

10 LIPTON ICE TEA PACKAGES Two types: single serve and multi serve 67 packages sizes and types. Materials: glass, plastics, cans, syrup. Packages may be returnable or non returnable.

47

PROMOTION Promotion are basically those activities, which are board in aim and scope which may be in form of prize, price coupons, premiums, contests or discounts promotions usually offer the consumer a special reason for buying. Varun Beverage Noida does its sales promotion through various types of schemes such as daily, monthly, annual schemes, merchandising of materials, and add promotion.

48

PRICING Consumers are only concerned with what they think its worth to them. In other words, what value they put on it. The prices of Pepsi products are given to the retailers as below. 1. PEPSI 200 ml 300 ml 500 ml 2 Lit. Rs.5.25 Rs. 7.25 Rs. 15.63 Rs. 36.11

2. MIRINDA LEMON 200 ml 300 ml 500 ml 2 Lit. Rs. 5.25 Rs. 7.25 Rs. 15.63 Rs. 36.11

3. MIRINDA ORANGE 200 ml 300 ml 500 ml 2 Lit. Rs. 5.25 Rs. 7.25 Rs. 15.63 Rs. 36.11

4. MOUNTAIN DEW 200 ml 300 ml 500 ml Rs. 5.25 Rs. 7.25 Rs. 15.63 49

2 Lit. 5. SLICE 250 ml 6. AQUAFINA 1 Lit. 7. LEHAR SODA 300 ml 500 ml 8. MIRINDA BERRY 300ml 500ml 9. LIPTON ICE TEA 300mi 10. 7UP 200ml 300ml 500ml 2 Lit. PUNCHLINES Rs.7.25

Rs. 36.11

Rs. 7.25

Rs. 7.75

Rs.4.25 Rs. 8.29

Rs. 15.63

Rs. 8.13

Rs. 5.25 Rs 7.25 Rs. 15.63 Rs. 36.11

YEH DIL MAANGE MORE.-PEPSI JOR KA JHATKA DHIRE SE LAGE---MIRINDA ORANGE

50

GOOD FOOD TASTES BETTER WITH PEPSI---PEPSI CHEETAH BHI PITA HAI---MOUNTAIN DEW LEMON KI TAAZGI, ADRAK MAAR KE---MIRINDA LEMON TERI TO GAAYE---PEPSI WORLD CUP HAMMES MILNE KI PYASS HAI----PEPSI CONTEST NOTHING OFFICAL ABOUT IT----PEPSI YEH PYASS HAI BADI----PEPSI OYE BUBLYOYE BUBLY----PEPSI ANDAAZ SABSE COOL-----7UP YEH HAI WRITE CHOICE BABY---PEPSI PEPSI CELEBRITES o SACHIN TENDULKAR o AMITABH BACHAN o SHAHRUKH KHAN o PRIETY ZINTA o KAREENA KAPOOR o ADNAN SAMI

51

o AJAY JADEJA o COURTNRY WALSH o CARL HOOPER o SHANE WARNE o SAIF ALI KHAN o YANA GUPTA o HARBHAJAN SINGH o YUVRAJ SINGH o ZEHEER KHAN o SOURAV GANGULI

PLACE

Place is not just about distribution, its about convenience too. If the product is not available where and when people need it, you could end up with a warehouse full of unsold stock. Place is the also part of market mix. After product, price and promotion ,place is very important for marketing. Place means how the conpany place its product and service into the market. The hierarchy of products distribution into the market has been mansion below.

52

BUSINESS OPERATION OF PEPSI

PEPSI (USA)

PEPSICO (INDIA HOLDING PVT LTD)

COBO

FOBO

COBO: --- Company On Business Operation FOBO: --- Franchise On Business Operation

53

JAIPURIYA GROUP

BUSINESS OPRATION OF RKJ (GROUP)

HOTEL COLD DRINK FOOD EDUCATION CONSTRUCTION LEMON TREE HOTEL PEPSI DPS MMI JAIPURIYA CONSTRUCTION

PIZZA HUT

EADIBLE OIL

ICE CREAM

54

HIERARCHY OF PRODUCT DISTRIBUTION

MANUFACTURING PLANT

SUPPER DISTRIBUTER

DISTRIBUTER

RETAILER DEALER RETAILER CONSUMER RETAILER CONSUMER

CONSUMER

55

HIERARCHY

OF

VISI

(REFRIGERATOR)

DISTRIBUTION DEPARTMENT

CHAIRMAN

VP TECH.

MARKETING EQUIPMENT MANAGER

MARKETING EQUIPMENT CO-ORDINATER

M,ARKETING EQUIPMENT EXECUTIVE

TECHNICIAN

SALES

56

HIERARCHY OF TRANSPORTATION

CHAIRMAN

VP TRANSPORTATION

GENERAL MANAGER

TRANSPORTATION EXECUTIVE

MACHENICS

57

HIERARCHY OF MARKETING DEPARTMENT

CHAIRMAN

MARKETING UNIT MANAGER

UNIT MANAGER

TDM

MDM

ADC

MDC

CE

MDE

SALESMAN (RA)

58

FINDINGS
1 2 3 4 Lack of merchandising materials of displays in the market. Change of regular salesman from his route create gap between company and retailers leading to decrease in sales. 50% retailers dont know their CE because of frequent changes in the fieldwork and quick transfer of the staffs. Some times the vehicles get late in the depot and coca-cola vehicles reach in the market first due to which they snatch thats day sales of Pepsi and decrease sales. 5 Display schemes of coca-cola is more cashing for retailers in comparison of Pepsi because for display of coca-cola products, the retailers got the prizes every month while for Pepsi the retailers have to waits for at least 2 to 3 months for getting prizes. 6 7 Demands of all flavors are not fulfill. There are some outlets which has a regular sale of 5-6 crates but not been provided any signage or merchandising materials for display of the New Mirinda Lemon.

59

CONCLUSION
Pepsi introduced the new GIC (Geographical Information System) which includes Marketing Mapping. GIC helps to track the number of Retailer Outlets. By GIC the finding of the Fault created by the drivers. Using Marketing Mapping one can decide the travel path, finding the shortest routes and finding new routes, thus it save time, economical value, etc. Using GIC the retailers can estimate when the truck driver will come. Benefit for the company---- Sales volume will increase Benefit for the retailers------Estimation of time. It can increase customer base.

60

RECOMMENDATIONS
1 2 3 4 Company needs advertisement of mapping through effective tools like making graph, maps, etc. Company needs to check out the distribution of marketing mapping and try to provide it on time. Company needs to advertise more and more for marketing mapping because very few people know about marketing mapping. Salesman should be aware of their duties and responsibility and should perform in efficient manner and the company should check their performance. 5 6 7 The company should motivate the retailers by delivering the gifts on time and build up the good relations. The field officer should listen the problems and try to solve them as soon as possible. Company should give attention towards the remote areas and those areas lacks the facilities provided by company as sales generating assets.

61

BIBLIOGRAPHY
Books Referred 1) Marketing research 2) Marketing 3) Marketing management 4) Quantitative methods Naresh K. Malhotra Philip Kotler Rajan Saxena B.M. Aggarwal

Internet Websites www.pepsiworld.com www.pepsico.com www.rkj.com www.jaipuriya.com www.pepsiamerica.com www.google.com www.coke.com

62

QUESTIONNAIRE
Name Gender Occupation Education Age ___________________________ Male / Female _______________________________ _______________________________ _______________________________

Q 1) HOW MARKETING MAPPING USEFUL TO THE COMPANY? o Through mapping company can know the exact position about Retailer o Driver cum salesman dont cheat the company by providing wrong information o Time is punctual o All Q2) Does the mapping chart give time punctual for the benefit of retailer or not? o Benefit o Useless Q3) Does the mapping chart is prepare for the useful to retailer or not? o Useful o Not useful Q4) Whether the new routes to customer retailer by marketing mapping are found ? Yes No

63

Q5: -Are the salesman gives and tells them all displays and scheme? Tell all display scheme Not clearly tell display

Q6) Are they satisfied with the salesman service? Very much satisfied Just satisfied Not satisfied

Q7: -By, which condition retailers, buys more brands of cold drinks? scheme gift discount

Q8: - Which company chilling equipment is more in the area of Nand Nagri & Khichripur Of cold drink? pepsi coke Q9: - Which brand of Pepsi, Coke and others is like more by the customer? PEPSI AND ITS BRAND COKE AND ITS BRAND OTHERS

Q10: -Are you happy with the chilling equipment of Pepsi? Yes No

64

Q11: -Which taste you prefer more? Full cola taste Full fruit taste can't say Q12: - Are the CE regularly visit to your market and listens your problem sincerely? Yes No Q13: -Which are the products that you sale on regular basis? Cola Non-cola Fruit juice Others

Q14) On an average, how much is the total sale of all brand in season? 1-5 crates 5-10crates 10-15crates More than 15 crates Q 15) On an average, how much is the total sale of all brands in offseason? 1-5 crates 5-10crates 10-15crates More than 15 crates

65

Q16) What kind of support you need from the Marketing Mapping for increased Sale of the Product? Timely Distribution Advertisement To provide more schemes Others

66