A Project Report Pepsi

8/3/2019 A Project Report Pepsi

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A project report

On

how to increase sale of pepsico

1. A PROJECT REPORT ON ON HOW TO INCREASE SALE OF PEPSICO INNOIDA REGION FOR VARUN BEVERAGE LTD.SUBMITTED BY UNDERTHE GUIDANCE OFSUBMITTED TO THE UNIVERSITY OF PUNE INPARTIAL FULFILMENT 0F MASTER IN MARKETING MANAGEMENT(2007-2009) SINGAD INSTITUTE OF BUSINESS ADMINISTRATION OFCOMPUTER APPLICATION LONAVALA

2. ACKNOWLEDGEMENTI take the opportunity to express my gratitude andthanks to all whoguided , co-ordinated and inspired me in completing my projectworksuccessfully .I am highly in debated to my guide at VarunBeverage Ltd.

(NOIDA) .. Whose constant guidance andvaluable suggestionshelped me at every stage of my project work .The project is an outcome of thehelp and encouragement provided bynumber of people at Varun Beverage Ltd.(NOIDA) The employees ofvarious department of the company helped a lot incompleting my projectwork for which I am very much thankful to them.I expressmy heartiest thanks to ..and. in providing me with right ambience ofproject.

3. Preface Since the last few decade due to fast industrial development & highcompetitiveness inthe market the MARKETING plays very vital role in thesuccess of an organizationMarketing is one of the live functions of an

organization .It is the only function of anorganization earns revenue, which leadsto the survival& growth of the organization as awhole . It fulfils the needs &wants of the society . Marketing is no longer a company department charged witha limited number of tasks It is a company- wide undertaking . It drives thecompanys vision , mission and strategicplanning . Marketing includes decisionlike who the company wants as its customers;which needs to satisfy ; whatproducts and services to offer ; what prices to set; whatcommunication to sendand receive; what channels of distribution to use ; and whatpartnership to develop.Selling is apart of marketing and this study is based on how VARUNBEVERAGEPVT. LTD, NOIDA a franchise sales unit of Pepsi , can increase itssales .Pepsi ismass producer of beverages and drinking water.

4. HISTORY OF SOFT DRINKS The history of soft drinks began with the end ofthe last century. Its history datesback to the civil war in USA in 1860. At the timepeople were suffering from manydiseased. Problem at that time was how to cureall these disease since no remedy was presentat that time. It was a big question forAmerican people. So in 1885 Mr. JihnPalmwartion, who lived in Antonica, madea drink and registered it as FRENCH WINECOLA. In the beginning the drinkwas made with mixture of cocaine and alcohol butlater on it was converted andchanged into a soft drink. Now it is named as Coca-Cola. Anew brand named


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Pepsi-Cola came in the year 1887. Around 1984 the first branded soft drink camein 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 wasknown as Limca and it was introduced in1970s. However, before this drink hadintroduced Cola Pepino which was withdrew inface of tough competition. In the

year 1977 Coca-Cola left Indian market and this brought in an opportunityforvarious Indian companies to show their caliber. At this time a new soft drinkwasintroduced by Parle Products and this was names as Thums-Up. This was aCoca-Cola drink which had a burnt sugar colour. This drink wasintroduced with amighty Happy Days Are Here Again. There was another companynamed PureDrinks which introduced the soft drink named Campa Cola along withorangeand lemon flavour. Just after this many more companies entered the Indian softdrink market. A softdrink named Double-7 had been introduced by a companyModern Bakers. Anothercompany, Mohan Meakins also came with a soft drinknamed Marry & Puck-Up.Mcdowell came with Thrill, Rush, Sprit.Previouslythere was no competition in the Indian soft drink market but with all

thesecompanies coming in the Indian market a huge competition was taking placewith highvoltage advertisement. But in the year 1988 Pepsi-Cola was givenpermission 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)Founded1965Headquarters Purchase, New York, USAKey people Indra Nooyi,Chairwoman, President & CEOIndustry Food and beverageProducts PepsiTropicana Products Gatorade Lays Doritos Frappuccino (for Starbucks) MountainDewRevenue $39.474 billion USD (2007)Operating income $4.551 billion USD(2007)Net income $5.591billion USD (2007) 11% profit marginEmployees153,000(2005)

6. PepsiCo, Inc. is currently one of the most successful consumer productscompany inthe world with annual revenues exceeding $30 billion and has morethan 480,000employees.PepsiCo, Inc. began as a successor to a companyincorporated in 1931, known asLoft Inc. Once known as Pepsi-Cola, the companyexpanded its business andadopted its current name, PepsiCo, after a merger withFrito-Lay in 1965.This merger dramatically increased PepsiCos market potentialand set the foundationfor the companys tremendous growth.PepsiCos products arerecognized and are most respected all around the globe.Currently, PepsiCodivisions operates in three major US and international businesses:beverages,snack foods, and restaurants. In each of these businesses, PepsiCo hasattained aleadership position as being the world leader in soft drink bottling g, theworldlargest snack chip producer, and the world largest franchised andcompanyoperated restaurant system.The corporations increasing success has beenbased on high standards ofperformance, marketing strategies, competitiveness,determination, commitment, andthe personal and professional integrity of theirpeople, products and business practicesPepsiCos overall mission is to increase thevalue of our shareholders investmentsthrough sales growth, investments andfinancial activities. PepsiCo believes theirsuccess depends upon the quality andvalue of their products by providing a safe,whole some, economically efficient


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and a healthy environment for their customers;and by providing a fair return totheir investors while maintaining the higheststandards of integrity.

7. COMPANY PROFILE In 1893 Caleb Bradham, a young pharmacist from NewBern, North Carolina,begins experimenting with many different soft drinkconcoctions; patrons and friendssample them at his drugstore soda fountain. In

1898 One of Calebs formulations, known as "Brads Drink," a combinationofcarbonated water, sugar, vanilla, rare oils and cola nuts, is renamed "Pepsi-Cola" onAugust 28, 1898. Pepsi-Cola receives its first logo. Pepsi-Cola NorthAmerica, headquartered in Purchase, N.Y., is the refreshmentbeverage unit ofPepsiCo Beverages and Foods North America, a division of PepsiCo,Inc. PepsiCoBeverages and Foods North America also comprises PepsiCosTropicana,Gatorade and Quaker Foods businesses in the United States andCanada. Pepsi-Cola North Americas carbonated soft drinks, including: Pepsi, DietPepsi,Pepsi Twist, Mountain Dew, Mountain Dew Code Red, Sierra Mist, andMug Root Beeraccount for nearly one-third of total soft drink sales in the UnitedStates. 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 herbalingredients. 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: Frito-Lay snacksPepsi-Cola beverages Gatorade sports drinksTropicana juices QuakerFoods

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 QuakerOatsCompany, 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 ofperformance, distinctive competitivestrategies and the high level of integrity ofour people. There are many who feel that Pepsi-Cola had the first move advantagein India.Little do they know about Pepsi-Colas initial foray into Indian softdrinks industry wayback in 1956? CocaCola had entered the country just a yearback in 1955. But later Pepsi-Colawithdrew from the country in 1961 due tobottling problems. Pepsi-Cola entered India inApril 1989 by setting operation inbeverages, snacks & agribusiness. At this time Parlehad 70% of the market shareof the total soft drink market. Initially it faced some trouble in entering the marketdue to strong resistance frommost of the domestic soft drink industry and the

advocates of Swadeshi. The Indianeconomy was not liberalized and proved tobe another barrier. Pepsi-Cola removed thesebarriers by: Promising thegovernment to focus considerable selling efforts in the rural area tohelp economicdevelopment.Promising to help boost the expert of agricultural productsOffering to transfer the food processing, packaging & water treatmenttechnologyto India.

9. HISTORY OF PEPSIPepsiCos beverage business was founded in 1898 by apharmacist named CalebBradham who created a special beverage, a soft drink, in


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the back room of his drug storein New Bern, North Carolina.This new soft drinkcalled "Brads Drink" had a unique mixture of kola nut extract,vanilla and rareoils.Caleb began to advertise his new creation with the theme "Exhilarating,Invigorating,Aids Digestion" and renamed it as "Pepsi-Cola."Caleb Bradhambegan 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 sodafountains. The business increased, and on June 16, 1903, "Pepsi-Cola"wasofficially registered with the US Patent Office.And as a result, Caleb Bradhambegan 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 Companyachieved 17 years of success and a new themewas introduced, "Drink Pepsi-Cola.It will satisfy you."However, after the war years, Caleb Bradham sufferedbankruptcy. As a result, Pepsi-Cola became a subsidiary to Loft Incorporated, alarge chain of candy stores and sodafountains.

10. Today, Pepsi-Cola Company is a major division of PepsiCos corporatestructure. Pepsi-Cola Company now produces and markets a wide range of

beverages to retail, restaurantsand food services in more than 191 countries andterritories around the world and bringsin an annual revenue of $10 billion.Thereare 200 plants in the US and Canada, as well as, 530 plants throughout the restofthe world, that produces Pepsi-Colas beverages.Since the creation of Pepsi-Colain 1898, Pepsi-Cola Company has introduced 13beverages that wear the Pepsi-Cola trademark. Five of Pepsi-Colas brand names:Pepsi, Diet Pepsi, MountainDew, 7 UP, and Mirinda, each brings in annual revenue inconsumer sales of $1billion.In 1992, a partnership between Thomas J. Lipton and Pepsi wasformed.This partnership produces, markets, and distributes Lipton Brew, LiptonBrisk andLipton Fountain Ice-Tea. And in 1993, Pepsi Max a low calorie colawas created andintroduced only for the international markets. Pepsi Max is nowproduced in over 40countries and is the third largest-selling cola brand outside theUS.PepsiCo is continuing to expand and introduce new alternative beverages inthe market.There are four alternative beverages that are currently being tested inour market today.Mazagran, a cold sparkling coffee based beverage, Aquafina,bottled water, and a low fatmilk shake called Smooth Moos.The latest beveragewas launched on May 22, 1996 in Philadelphia. Pepsi-Kona,a new cola is acombination of the Pepsi-Cola flavor and the Kona blend of coffee.

11. PEPSICO IN INDIAPepsiCo is a world leader in convenient foods andbeverages, with 2006 revenues ofmore than $35 billion and more than 168,000employees across the world. Its worldrenowned brands are available in nearly 200countries and territories.PepsiCo entered India in 1989 and in the span of a littlemore than a decade, has grown tobecome the countrys largest selling food andbeverage companies. One of the largestmultinational investors in the country,PepsiCo has established a business which aims toserve the long term dynamicneeds of consumers in India.The group has built an expansive beverage, snackfood and exports business and tosupport the operations are the groups 37 bottlingplants in India, of which 16 arecompany owned and 21 are franchisee owned. Inaddition to this, PepsiCos Frito Laysnack division has 3 state of the artplants.PepsiCos business is based on its sustainability vision of making


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tomorrow better thantoday. Our commitment to living by this vision every day isvisible in our contribution toour country, consumers, farmers and ourpeople.Providing consumers with balance and choicePepsiCo Indias expansiveportfolio includes iconic refreshment beverages Pepsi, 7 UP,Mirinda andMountain 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 baseddrinks Tropicana

12. and Slice. Our local brands Lehar Everest Soda, Dukes Lemonade andMangolacomplete our diverse spectrum of brands.PepsiCos snack food company,Frito-Lay, is the leader in the branded potato chip marketand was amongst thefirst companies to eliminate the use of trans fats and msg in itsproducts. Itmanufactures .Lays Potato Chips;Cheetos extruded snacks, Uncle Chips andtraditional namkeen snacks under the Kurkureand Lehar brands. Quaker Oats,Lehar Lites, low fat and roasted snack options enhancethe choices available to thegrowing health and wellness needs of our consumers. PepsiCo India has 40

bottling plants in India. PepsiCo generates direct employment for more than4000 people in India and indirect employment for 60,000 people. Sells more than200 million crates annually PepsiCo generates estimated annual retail salesof U.S$700 million in India. PepsiCos annual exports from India are worthover U.S$60 million. PepsiCo has invested U.S$1.5 million investment tocooperatively develop a comprehensive agro technology program in partnershipwith the Punjab government to help farmers improve the quality and yield of their

crops. PepsiCo supports sea weed cultivation projects in Tamil Nadu whichprovide members of womens self help groups with sustainable livelihoods.

PepsiCo has established 13. zero waste centers and PET recycling supplychains. SLOGANS OF PEPSI1939: "Twice as Much for a Nickel"1950: "More

Bounce to the Ounce"1950: "Any Weather is Pepsi Weather"1957: "The LightRefreshment"1958: "Be Sociable, Have a Pepsi"1961: "Now Its Pepsi for ThoseWho Think Young"1963: "Come Alive, Youre in the Pepsi Generation".1967:"(Taste that beats the others cold) Pepsi Pours It On

14. 1969: "Youve Got a Lot to Live, and Pepsis Got a Lot to Give"1975: "Have aPepsi Day"1977: "Join the Pepsi People (Feeling Free)"1980: "Catch That PepsiSpirit" David Lucas composer1981: "Pepsis got your taste for life"1983: "PepsiNow! 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 rightone Baby UH HUH" ( sung by Ray Charles )1991: "Gotta Have It"/"Chill

Out"1992: "Be Young, Have Fun, Drink Pepsi"1995: "Nothing Else is aPepsi"1996: "Pepsi:Theres nothing official about it" (During the WillsWorldCup(Cricket) held in India/Pakistan/Srilanka)1997: "GeneratioNext"." Withthe Spice Girls "1998: "Yeh Dil Mange More"(In Hindi meaning "My heart wantsmore")

15. 1999: "Ask for More"/"The Joy of Pepsi-Cola" (Commercial withBritneySpears/Commercial with Mary J. Blige)2003: "Its the Cola"/"Dare forMore"2005: "Wild Thing"/"Ask For More" (With Jennifer Lopez &


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BeyoncKnowles)2006: "Why You Doggin Me"/"Taste the one thats foreveryoung"Commercial featuring Mary J. Blige2007: "More Happy"/"Taste the onethats 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 itis dominated by twoplayers viz Pepsi and Coke only. This high profile industryhas lot of potential forgrowth as per capita consumption in India is 8 bottles a yearas compared to 20bottles in Srilanka ,14 in Pakistan. While 12 b0ttles a person inNepal.The RKJ Group is Indias leading supplier of retailer brand carbonated andNon-carbonated soft drinks with beverage manufacturing facilities in India Nepal.Itsexperience in the beverage industry dates back to the sixties when it had thefirstFranchisee at Agra.The group manufactures and markets carbonated and Non-carbonated soft drinksand Mineral water under Pepsi Brand. The various flavorsand 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 ofMP,half of Haryana, whole of Rajsthan, Goa, 3 districts of Maharashtra ,9districts ofKarnataka, and whole of Nepal. The group has in total 18 bottlingplants in Indiaand Nepal and is responsible for producing and marketing 44% ofPepsirequirement in India. R.K.J GROUP VARUN BEVERAGES LTD- PEPSI DEVAYANI FOOD INDUSTRIES PVT. LTD-CREAM BELL COSTACOFFEE PIZZA HUT D.P.S. SAINT MONTAS K.F.C

20. VARUN BEVERAGE LTD.Varun Beverages Ltd. Was the new start whichwas born in 1999 among the JaipuriaGroup. This is the rising sun of Jaipuriagroup. Mr. Ravi Kant Jaipuria who is thechairman of this bottling plant has goodresult.The main object of this unit is manufacturing, production, selling,distribution, andbottling of beverages, created water soft drinks etc. Mr. RaviKant Jaipuria got bestPepsi Bottler Award in 1998 for the best bottler of theworld. The Pepsi award is thehighest honorable award to any franchisee.It can besaid with absolute certainty that the RKJ Group has carved out a special nicheforitself. Our services touch different aspects of commercial and civilian domainslikethose 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 ofeducation, food andbeverages.The business of the company was started in 1991with a tie-up with Pepsi Foods Limitedto manufacture and market Pepsi brand ofbeverages in geographically pre-definedterritories in which brand and technicalsupport was provided by the Principals viz., PepsiFoods Limited. Themanufacturing facilities were restricted at Agra Plant only.Varun Beverages Ltd.is the flagship company of the group.The group also became the first franchiseefor Yum Restaurants International [formerlyPepsiCo Restaurants (India) PrivateLimited] in India. It has exclusive franchise rights forNorthern & Eastern India. Ithas total 46 Pizza Hut Restaurants & 1 KFC Restaurantunder its company.Wediversified into education by opening our first school in Gurgaon under


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managementof Delhi Public School Society. The schools of the group are rununder a Registered Trustnamely Champa Devi Jaipuria Charitable Trust.

21. Companies are medium sized, professionally managed, unlisted and closelyheld betweenIndian Promoters and foreign collaborators.The group added anotherfeather 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 awardceremony at PepsiCos centennial yearcelebrations at Hawaii, USA. The awardwas presented by Mr. Donald M. Kendall,founder of PepsiCo Inc. in the presenceof Mr. George Bush, the 41st President ofUSA, Mr. Roger A. Enrico, Chairmanof the Board & C.E.O., PepsiCo Inc. and Mr.Craig Weatherup, President of PepsiCola CompanVisionBeing the best in everything we touch andhandle.MissionContinuously excel to achieve and maintain leadership position inthe chosen businesses;and delight all stakeholders by making economic valueadditions in all corporatefunctions.Our SuccessProduction of innovative, highquality retail branded beverages combined with world-class packagingDriven by amanagement team with a relentless focus on achieving superiorcustomer service,

driving earnings improvement and increasing shareholder value.Our PeopleAtRKJ we are creating an environment where our employees enjoy a greater degreeofempowerment - both individually and in their work teams.

22. Our employees are equipped with the necessary tools, training andmanagement backupfor strong performance and accountability, as well as with anenvironment 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 HelperHelper

25. CONTRIBUTION OF BRANDS IN NOIDA Pepsi 50% 7up 5% MountainDew 15% Mirinda orange 5% Mirinda lemon 5% Slice 20%

26. PRODUCT PROFILE OF THE COMPANYThere are eight brands of Pepsi-

Cola named as follows: Pepsi Mountain Dew Mirinda(Lemon)Mirinda(Orange) Slice Lehar 7-Up Lehar Soda AquafinaWaterTheseeight brands differ in taste, flavor and also in their colours

27. PEPSIType ColaManufacturer PepsiCo, Inc.Country of Origin UnitedStatesIntroduced 1903 Coca-ColaRelated products RC ColaPepsi-Cola,commonly called Pepsi, is a cola soft drink produced and manufacturedbyPepsiCo. It is sold worldwide in stores, restaurants and from vending machines.Thedrink was first made in the 1890s by pharmacist Caleb Bradham. The brandwas

28. trademarked on June 16, 1903. There have been many Pepsi variants producedover theyears, including Diet Pepsi, Pepsi Max, Pepsi Samba, Pepsi Blue, PepsiGold, Pepsi Jazz,Pepsi Next (available in Japan and South Korea), and PepsiEaster Hop. Mountain Dew Type Citrus soft drink Manufacturer PepsiCo,Inc.Country of origin United States Introduced 1964 (nation-wide) Diet MountainDew Variants Mountain Dew LiveWire

29. Mountain Dew is a caffeinated, sweet, citrus-flavored soft drink producedbyPepsiCo, Inc. It was invented in Marion, Virginia and first marketed in


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Knoxville,Tennessee in 1948, then by the Minges family in Fayetteville, NorthCarolina and across [1]the United States in 1964. When removed from itscharacteristic green bottle,Mountain Dew is bright yellow-green and semi-opaque.

30. Aquafina Type Water Beverage Manufacturer PepsiCo, Inc. Country of originUnited States Introduced 1994Aquafina is a popular brand of bottled water. It was

first distributed in Wichita, Kansasin 1994, and was distributed across the UnitedStates , Canada , Turkey and Vietnam by1997. As of 2003, it had become theUnited States top-selling bottled water brand inmeasured retail channels.

31. The water is standard tap water but goes through an extensive purificationprocess thatincludes charcoal filtration, reverse osmosis and ozonation. Aquafinais 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 originUSA Introduced 1984Related products Sierra Mist, Sprite, Fanta, TeemSlice is aline 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 includingorange, grapefruit,apple, strawberry, pineapple, banana, and grape flavors. It ispart of a beverage area oftenreferred to as the flavor segment, comprisingcarbonated and non-carbonated fruit-flavored beverages. The orange flavor ofMirinda represents the majority of Mirinda salesworldwide.

34. Lehar Soda:- This is a soda drink. It has no colour and no flavour. Itisgenerally used with alcohol and used by adults.

35. OBJECTIVE1. To know the consumer perceptions about Pepsi-product2. Toanalyze those product which constitute the bulk of the overall demand of theProducts3. To analyze those period which are profitable and could generaterevenue for the Company4. Survey of the Market Share of Pepsi-product5.Provide different tools to increase sale of Pepsi.6. To Know the RetailerComments or Suggestion on Increase The Sale of Pepsi..

36. RESEARCH METHEDOLOGYResearch is a planned and systematicinvestigation and analysis of factual data to check,verify or disapprove guesses,clues, assumption. It supplements the existing body ofknowledge and widens thefrontiers of understanding.Edwin.b.flippo defines research as systematic andpurposive investigation of facts withthe object of determining cause and effectrelationships among such facts.Method is the scientific way of doing things toachieve the desired result. In thisparticular study, the researcher has followed thescientific steps as enumerated below: SELECTION OF THE TOPICResearch onHow to increase the sale of Pepsi is a tool utilized to identify how theconsumerbuy and in what situation they buy and ratio of the people who buyTheseactivities should be provided to the employees to improve their Retailer. Inorder to get aconstructive outcome, the focus should be placed on needs asopposed to desires of theconsumer. SCOPE OF STUDY:As the researcher wasplaced in VARUN BEVERAGE.LTD, NOIDA for undertakingresearch as arequirement of the partial fulfillment for the award of the Master inMarketingManagement, the universe of the study is limited to NOIDA region..


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37. OBJECTIVE OF STUDY:The main objective/aim of the study is to assess thehow to increase the sell of PEPSI. METHOD OF STUDY:The entire survey wasplanned with a view to collect data and provides feedback toVARUNBEVERAGE LTD., NOIDA about its household distribution of pepsi. For thatpurpose, household distribution of pepsi questionnaire which is developedby me

with the help of my internal guide and my training officer of PEPSICO. About tenquestionnaires were administered to the Retailer by the researcher. Anyconfusionregarding the questionnaire was promptly attended to by the researcher.09questionnaires were returned to the researcher. The collection of data took alittle overone week. SAMPLING:The universe was NOIDA All retailers were therespondents in the present study. Thequestionnaires were administered nonerandomly to the various Retailer. TOOLS OF STUDY

38. The study based on information given by Retailers. This is done with theinterviewingdifferent personnels discussion getting information from thedocument 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 thesubject.For the present PRIMARY SOURCESstudy, following are the sourcesfor the study. Personal interview Observation Personal discussion and

SECONDARY SOURCESinteraction Annual report Files/ document Manual ofthe organization Books & Project reportsOn the basis of this, a trainingprogramme was designed in order to train the front lineexecutives and Managerialstaff in order to improve their competencies and therebyimprove production.

39. DEFINATIONResearch is a careful investigation or inquiry especiallythrough search fornew facts in any branch of knowledge. Research is done withthe help ofstudy, observation, comparison and experiment. It is a scientificandsystematic 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 VarunBeverage. Ltd., NOIDA. Through investigation weare trying to find new facts andideas training needs. RESEARCH TYPEThe type of Research which is used inthe How to increase the sale of Pepsiis purely a Descriptive Research. This kindof Research includessurveys and fact finding enquiries of different kinds.RESEARCH DESIGN

40. The survey was conducted for the Varun Beverage .Ltd RESEACHPROCEDURE 1. First of all, a list of competencies, for the Retailer as well as theConsumers was prepared, which would be grounds for assessing them. 2. Then,questionnaires were prepared, one for Retailers. 3. At NOIDA various Shop arethere Grocery shop, Retail Outlet, Shopping mall etc. 4. Here the Retailer were

interviewed and then the questionnaires were filled by them. 5. After filled thequestionnaires 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 beensupplemented with pictorial representations. SAMPLE DESIGNThis survey wasconducted at NOIDA which are a part of Varun Beverage.Universe:-NOIDASampling Unit: -Retailer, Shopping Mall, Grocery Shops at


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NOIDA,Sampling Size: -Retailer:- 120Primary Data: -Primary Data which gavethe researcher a base for framing the Questionnaires, whichthen highlighted allthe important aspects for consideration.Primary data was collected in form ofquestionnaires with interview.

42. Questionnaires: -Questionnaires were the main instrument regarding primary

data collection.A copy of questionnaires has been enclosed in the Annexure.Inadditional to the questionnaires method, data was also collected byinterviewingthe respondents face-to-face. This ensured that the datacollected throughquestionnaires was accurate. In the process of conductinginterviews, observationthe respondents body language, facial expression.This was true in case of VarunBeverages. 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 OFRETAILERS 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 LemonMirinda d. 7-up e. Mountain Dew f .E. Soda g. Slice ALTERNATIVE NUMBEROF RETAILERS Pepsi 20% 12% Mirinda Lemon Mirinda 11%

45. 7-up 10% Mountain Dew 15% E. Soda 10% Slice 22% 20% 22% SLICEDEW MIRINDA10% LEMON MIRINDA 7 UP 15% SODA 10% PEPSI 11%12%

46. 3.Are all flavor of Pepsi available during summer? a. Yes b. NoALTERNATIVE NUMBER OF RETAILERS Yes 78 No 42

47. Are all flavor of Pepsi available during summer? 14 NUMBER OFRETAILERS 12 10 8 Series1 6 4 2 0 Yes No ALTERNATIVE4. Whichcompanys 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 RETAILERSPepsiproduct 48Coca-Cola product 30Both 60 12 Series2, Both , 10 10 Series2, Pepsiproduct , 8 8 Series2, Coca-Cola Series1 6 product , 5 Series2 4 2 0 Pepsi productCoca-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 RETAILERSFullysatisfied 54Partially satisfied 36Not at all 30 How much you satisfied with thePepsi product? 10 NUMBER OF RETAILERS 9 8 7 6 5 Series1 4 3 2 1 0 1 2 3ALTERNATIVE

52. 7. In which month sales of the cold drink is very high? a. 15th April-15th Mayb. 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 isvery high? 18 16 14 No.of retailers 12 10 Series1 8 6 4 2 0 1 2 Month


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53. 8.Would you like to deal with company in future? a. Yes b.NoALTERNATIVE NUMBER OF RETAILERS Yes 120 No 0 Would you liketo deal with company in future? 25 NUMBER OF RETAILERS 20 15 Series1 105 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 hisconsumer .As I have gone through the survey andobserve that , there are twotypes of distribution channel company territory office wholesaler- retailer andfranchise and due to that retailer have to face various problem asprice differencesbecause at some places retailer get the cold drink at different ratewhereas at someplaces they have to play more for the same.As we have observe in the market thatthe demand of Pepsi product is higher than othercompany product but because ofduel distribution channel the retailer does not get all theflavors available to theirshops at proper time and rate . The retailer knows that most ofhis consumers areof 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 beenobserved that retailer who is in the direct contact with theconsumer every thingabout the taste and flavor of the consumer. It has also been seenthat because ofhealthy relation of retailer with consumers the can sell any other productas thesubstitute when consumer demands for the cold drinks.When a good relation isformed between the two then automatically faith and trust alsoarises betweenthem. Hence the consumer most of the time take the suggestion of theretailerregarding 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 newproductaccording to his desire and as he knows that the consumer is not going torefuse hisproposal due to healthy relation.Soa customer can sell any kind ofproduct to any of hispermanent consumer,whether the product is old are recentlyintroduce in the market.Whereas in case of temporary consumer the retailer cannot pressurize him for any otherproduct apart from his demanded product but hecan try and convince the consumer touse the another product which is of samekind and taste and is the substitute thatdemanded product. Most of the timeretailer changes the view and choice of theconsumerBy his convincing power andhis sweet behavior .This is era of competition and we know very well that PEPSIhas only one competitorAnd that is COCA-COLA. Hence various measures haveto be taken to raise the marketand sell of the product.As every knows that theproduct is sold by the last channel of the distribution to theultimate user of theproduct that is consumer.Hence it is the responsibility of the upperdistributionchannel 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 theseller isnot bound to sell a particular product but he is free to say any productwhich gives himprofit.Although the upper level of distribution channel know thatlower level retailers havedirect contact and relation with the ultimate consumer atthe same time he is very wellAware of the taste and demand of the consumer thanin spite of to make retailer angryThe upper level tries and does a lot for the shakeof sell of his product by the lower levelof retailers he know that he can sell any


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other substitute to his consumer for any productand as COCA-COLA the biggestcompetitor of PEPSI product and they are giving a lotschemes and offers to thelower level of retailer so as to force them to sell their product.by knowing that thesell can be raised by the willingness of the lower level of retailer asthey are onlywho 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 butbecause of various common problem likeunavailability of cooling equipment,offers, discount, glow signboard and many otherthings. They become angry andhence they dont want to keep their product and try to sellother companiesproduct.

56. LimitationEach and every works has its own limitation .In my study somelimitation are there as- 1. The sample size is 20 . The all observation has beendrawn on the basis of these 20retailers.2. Sometimes retailers have not givenanswer properly because they were doing anotherwork due to their business. Atsometime they are free but they show reluctance.3. Sometimes retailers have notclear 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 ofparticular area and I can not make it universal.5. Sampling has been done on thebasis of random sampling and some time randomsampling does not give properrepresentative. CONCLUSION

57. PepsiCo India . is one of the reputed companies amongst various cold drinkIndustry.PepsiCo is having different product with its product line.Pepsi hasacquired a big share of market in India and in other countries because ofitscompetitive pricing, distribution system and through good customerrelation.Like in other industry Pepsi is also having different competitors. In IndiaPepsi is havingonly one competitor that is coca-cola.As we know in summerseason demand of cold drink raised but in some cases it is unableto provide allflavors to its retailers. The quality of product is different indifferentcountries.Pepsi doesnt facilitate credit facility to its customer whereascustomers have to providecredit facilities to its consumer so as to increase hisselling and to maintain relation.Now, the President and CEO of Pepsi IndiraNooyi have announced that there will be onequality for Pepsi all over and therewill a symbol on all product of the Pepsi. This willhelp in increase the sale ofPepsi Product.Despite of all the strength and weakness its is also having somethreats it is also havingOpportunity still to grow more and competitor with itscompetitor.Over all the company are a very good company and one of the leadingand growingcompanies in India. SUGGESTIONS BY RETAILER

Its is 58. 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. Availablethe Available the brands when it is needed by the customers. CompetitivePrices flavors in the peak season when it is demanded. More Offers shouldbe given on big pack (1.5L, 2 L). should be there. Delicacy Problem Offershould be given or contest should be played. Incease in Attractive packing ofthe product. should be removed. Launch more product and Product Profit andscheme for the retailers. Line To increase the sale of Pepsi MY POINT OFVIEW product company should offer discount on family pack.


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59. Pepsi should do collaborative marketing with some companies which areplaying major role in house hold distribution. Pepsi should hire housewives toadvertise cold drink. Pepsi should Introduce tetra packs (150 ml/Rs 5). Pepsishould introduce some more Flavors of its Product. Pepsi should give sometattoos to attract children (age group 5 to 13). Pepsi should introduce PEPSI

CLUB for Women for social gathering. AppendiX Sample Question1. Nameof outlet2. What is the type of outlet?

60. a. Grocery Store b. Convenient Store c. Eateries Store3. What type of colddrink 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. LemonMirinda d. 7-up e. Mountain Dew f. E. Soda g. Slice h. Aqa Fina5. Are all flavorof Pepsi available during summer? c. Yes d. No6. Which companys coolingmachine is being used by the retailer? a. Pepsi b. Coca-Cola c. Self owned7. Whattype of cold drink does a consumer preferred most? a. Pepsi product b. Coca-Colaproduct 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 BIBLIOGRAPHYName of the books used for the reference and their authors. 1. Principles ofMarketing - Kotler Philip 1. Research Methodology - Kothari C.R. 2. MarketResearch - Sharma D.D.

62. Websites Referred1. www.pepsico.com2. www.wikipedia.com3.www.answer.com4. www.google.com

A Project Report Pepsi

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