CHAPTER 1

EXECUTIVE SUMMERY
The research conducted was descriptive in nature. DELHI segment was surveyed to attain result. Keeping the objective of the study in mind, a survey was conducted in DELHI region. Questionnaire method was used along with some interviews to obtain the required information. Convenient sampling was used as mode of conducting the survey. Care was taken that the respondent were as diversified as possible with all the regions being given equal weightage and the sample size being suitably divided among various regions. Also it was ensured that people from various profession and demographic were considered to eliminate any bias in terms of age, sex, occupation, zone, status etc. A sample size of about 150 retailers was taken for this purpose. Adequate number of female owners was also considered to prevent gender bias. After the survey was complete, the data was first sorted, and then analyzed on chosen parameters. This analyzed data was later converted into form of graphs such as pie charts, bar graphs, etc. this was to make result easily comprehensible.

Out of my project I learnt these things: Pepsi should understand the expectations of people If one wants to grow in FMCG sector one should keep the following factors in mind that the products are easily available to the consumers, to improve the quality of products from time to time, competitive services should be provided to the retailers, the price of the product should be low and last but not the least the visibility and the promotional strategy should be such that it hits peoples mind.

INTRODUCTION
Beverage industry is one of the fast growing industries in India. It can be divided into two sections i.e. carbonated and non-carbonated. The carbonated drinks that can be further classified into cola, lemon orange, mango and apple segments. The soft drink industry is no exception and is one of the most intensely fought industry with the two major competitor PepsiCo and Coco-cola. This industry characterized by the words like price wars, effective distribution strategy, market share, sales promotion strategies etc. My held of study will delve upon the following aspects viz,effective distribution strategy, market share and sales promotion strategy. Marketing includes all the activities like promotion, distribution, advertising etc. To fulfill all the segments of consumers. Marketing is also to convert social needs into profitable opportunities. So this topic provides all the essentials to theoretical knowledge with practical knowledge and to inculcate the efficiency. It is also requirement for the company to improve their service and product quality for achieving their ultimate goal. The main purpose of trade is to supply goods to the consumers living in far off places. As goods and services move from producer to consumer, they may have to pass through various individuals i.e. Distributor, wholesaler, retailer etc. These middlemen are connecting modes between producer of goods on one side and consumer on the other. They perform several functions such as buying, selling, storage, etc. These middleman constitute the channel of distribution of goods, thus a channel of distribution is the route through which the goods move from producer to consumer.

OBJECTIVES OF SUMMER TRAINING

Management is a course which teaches the student to get the work done properly from different available sources viz. man, machine, material, money etc. So there can be a satisfaction from the organization side and the workers side who play a significant role in achieving success. So far the fulfillment or the management course, it gives emphasis to project work and students learn how to plan in practical terms rather in terms of theory only. Student tends to develop analytical and problem solving skill. We necessary become motivated and competitive, in fact all the learning that goes on for the two year term become so much the part of our thinking that we developed a well all rounded personality. The following are the objectives and purpose of the study The main objective of the research was to find the detailed analysis of the status of various assets of Pepsi available with the dealers and hence making critical evaluations of the available data. To find out the availability of Aquafina and Nimbooz Find out the competitors of Nimbooz and Aquafina. Cooler requisitions. SUB OBJECTIVE To study the penetration level of the Pepsi products and the other merchandising like cooling equipments, ice boxes, glow signs, dealer boards, paintings and racks vis a vis. To see as to under distributor how many outlets are on increasing side. Promote the products of Pepsi Nimbooz and Aquafina.

THE COMPARATIVE SURVEY OF PEPSI DEALER PROJECT

The comparative survey of Pepsi dealer (cspd) is one of the well defined systems of market survey, analysis and research. Through CSPD we were able to get the very idea of the various factors guiding the soft drinks sales during the summers.

It was a very cumbersome but interesting work where we surveyed every dealer in the city DELHI here we surveyed the dealer on the basis of the predefined CSPD format which is attached in the appendix. There were 18 direct routes. The truck having an approx. capacity of 250-400 crates covered these. Apart from these the company also have four direct supply system s for the small agencies .their 22 routes will be carried out from the company warehouse located at sataria and Varanasi.

Apart from these the company gave distribution to 9 distributors located in various part of the city which covered50 different routes like the company warehouse is given direct supply of soft drinks from the company owned bottling plant COBO located at sataria and Varanasi.

Through CSPD we analyzed the basic pillars of merchandising of all the company products with which the sale of the soft drinks always get boost .These are the cooling equipment s, ice chests, Glow signs, dealer boards, paintings, racks etc.

Reasons for undertaking this project

This project was undertaken because the company wanted to know what its market position among the competitors is. This is to done so as to get a clear picture of the market capitalization of Pepsi. The Company asked me to check the growth of the distributors and sub distributors in terms of outlets. From this project the company wants to know the utilization of cooling equipment. Company also wants to know the display material status provided to the retailers and also to know the type of display material used by the retailers. Finally it wants to understand the geographical distribution of retailer.

Companys expectation by solving the problem

The company expected to solve the problem because it wanted to clarify as to what is the present position of the company in the market as compared to the last years position in the market, and also they wanted to explore the competitor activities, so that they can prepare themselves for any unforeseen challenges as taken through policy of their competitor.

CHAPTER 2 LITERATURE REVIEW

LITERATURE REVIEW
The principal task of marketing management is to fulfill the aspiration of the customers. It is thus imperative to understand what the customer wants: how they make choices: or what are the sources of information and influence process etc. In this process an organization can identify new opportunities in the market: evaluate and monitor marketing actions: and in general evolve better marketing program to serve the interest of customers. Thus market research acts as a link between the customer and the market.

ROLE OF MARKET RESEARCH

Market research was an offshoot of the advertising boom of the 1950s in the USA. Advertisers began to realize the significance of demographics revealed by Radio and television sponsorship, and to seek more direct feedback about their markets. Market research is for discovering what people want, need, or believe. It can also involve discovering how they act. Once that research is completed, it can be used to determine how to market your product. The upward or downward movements of a market, during a period of time, the market size is more difficult to estimate if you are starting with something completely new. In this case, you will have to derive the figures from the number of potential customers or customer segments. According to American Marketing Association (AMA): marketing research is defined as The systematic gathering, recording and analysis of data about problems relating to the marketing of goods and services

THE MARKETING RESEARCH PROCESS

MR exercise may take many forms but systematic enquiry is features common to all such forms. Being a systematic enquiry it requires careful planning of the orderly investigation process. Though it is an over simplification to assume that all the research process would necessarily follow a given sequence. MR often follows a generalized pattern which can be broken down and studied sequentially.
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Stages in market research process

In planning and designing a specific research project, it is necessary anticipate all the steps that must be undertaken if the project is to be successful in collecting valid and reliable information. The steps of marketing research process are highlighted in following flow diagram-

Defining the problem.

Objective of the research. Planning a research design. Planning a Sample. Collecting the Data. Analyzing the Data. Formulation of Conclusion. Prepare and present the report.
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A.

DEFINE A PROBLEM

Clear problem definition is of crucial importance in MR as in terms of both time and money. It is rightly said that a problem well-defined is half solved . Careful attention to problem definition allows the researcher to set the proper research objective which in turn facilitates relevant and economic data collection.

B.

STATEMENT OF THE RESEARCH OBJECTIVE

After clarifying and identifying the research problem with or without exploratory research, the research must be a formal statement of research objective.

C.

PLANNING A RESEARCH DESIGN

Once the research problem been defined and the objective decide, the research design must be developed. A market design is a master plan specifying the procedure for collecting and analyzing the needed information. It represents a framework for the research action. The objective of the study discuss in the previous steps are included in the research design to ensure that the data collected is relevant to the objective. The research must at this stage also determine the type source of information needed, the data collected methods, the sampling methodology and the data timing and the possible cost of the research.

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D.

SAMPLING

Although the sampling plan included in the research design, the actual sampling is a separate and important stage in research process. Sampling involves procedure that uses a small number of items or part of the population to make conclusion regarding the whole population.

E.

COLLECTION OF DATA

The data collection process follows the formulation of research design including the sample plan. Data which can be secondary or primary can be collected by using verity of tools these tools are classified into broad categories, the observation method and the survey method which have their inherent advantage and disadvantage. In marketing research, field survey is commonly used to collect primary data from the respondents. Survey can be a) personal b) by mail c) telephonic and d) diary It is common practice to use structured questionnaire prepared in advance to elicit necessary form of respondent. Whether it is a personal or mail survey, it is necessary to design suitable questionnaire conduct a pilot survey and undertake a pre-testing of the questionnaire. The pre-testing will enable the researcher to realize the shortcoming of the questionnaire. Secondary data means data that is already available. When researcher utilizes secondary data he has to look into various sources as mentioned bellow: ---I. II. III. IV. V. Various publication of central state and local government. Various publications of international bodies. Technical and trade journals. Books, magazines and news papers. Report prepared by research scholar, universities, economists, etc. in deferent fields.

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F.

DATA ANALYSIS AND PROCESSING

Data processing begins with the editing of the data and coding process, tabulation and drawing statistical interference. Editing involves inspecting the data collection forms for omission, legibility and consistency in classification. Before tabulation needs to be classified into meaningful categories, the rules for categorizing, recording and transforming the data to data storage media called codes.

G.

FORMULATING CONCLUSION, PREPARING AND PRESENTING THE REPORT

The final stage in the research process is that the information and drawing conclusion for the use in managerial decisions. The research report should effectively communicate the research interpretation and need not necessarily include complicated statements about the technical aspect of the study and research methods.

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RESEARCH METHODOLOGY

RESEARCH DESIGN
A research design is a type of blueprint prepared depending on various types of blueprint available for the collection, measurement and analysis of data. A research design calls for developing the most efficient plan of gathering the needed information. The design of a research study based on the purpose of the study, a research design is the specification of the method and procedures for acquiring the information needed. It is overall operational pattern or framework of the project that stipulates what information is to be collected from which source by what procedure.

RESEARCH METHODOLOGY ADOPTED

RESEARCH DESIGN

DESCRIPTIVE RESEARCH

RESEARCH INSTRUMENT QUESTIONNAIRE, INTERVIEW, FIELD OBSERVATION

STRUCTURED NON DESIGNED

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SAMPLE PLAN

I)

Sample method

non probability sampling

Convenience sampling

II)

Sample size

150 Retailers

III)

Sample unit

dealers & consumer.

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CHAPTER 3 AN OVERVIEW OF SOFT DRINK INDUSTRY

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HISTORY OF PESI COLA INDUSTRY

Caleb D. Bradham was born in Chinquatin, North Carolina in 1866 to a well-to-do family. Caleb was a very well liked young man who was not only very smart, but very popular as well. Caleb wanted to become a doctor and after graduating the University of North Carolina he entered medical school at the University of Maryland. Calebs father failed in his business. Caleb had to quit school and take a job, so he moved to New Bern, North Carolina and took a job in a teaching school. Sometime in the 1890s Caleb created one such drink that became quite popular at the Bradham Pharmacy and the patrons started calling it Brads Drink in Calebs honor. However, Caleb preferred another name for this drink, and he decided to call it Pepsi-cola. There has been some dispute as to whether or not the original Pepsicola actually contains pepsin as an ingredient. The term Pepsi in its name is surely an indicator. One of Pepsi-colas earliest known advertisement is found in the Feb. 25th , 1903 New Bern Daily journal, and one of its claims was that it Aids Digestiona popular claim for items containing pepsin. Lastly, another news paper ad produced in 1908 flat-out said PEPSI-Cola is an absolutely pure combination of pepsinthats what your stomach needs these daysacid phosphate and the juices of fresh fruits. In 1903 Caleb filed for a trademark for Pepsi-Cola with the state of North Carolina, and the documents there indicate that Pepsi-Cola had been in continual use since August 8, 1898. However, in 1906 Caleb had to register Pepsi-Cola a second time with the U.S. patent office because there was already a product named Pep-Kola on the market. The patent office believed these two names were too similar and since Pep-Kola had been trademarked on Feb. 15, 1896, Pepsi-Cola had to come up with a new trademark. Instead of changing the name of his product, Caleb bought the rights to the Pep-Kola trademark and reapplied for his trademark in 1906. On these papers he gave the date Feb. 15, 1896 as the earliest date Pepsi-cola or names thus derived were used by him.
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However, August 28, 1898 is the date most people set as the date that Pepsi-Cola came into being existing. In any event, by 1902, Caleb had taken on an assistant named R.F.Butler, but better known as Uncle Dick, and while uncle Dick was put in charge of running the pharmacy, Caleb threw all of his energy into Pepsi-Cola. In his first three months Caleb sold 2,008 gallons of Pepsi-Cola syrup. By the end of his first year he had sold 7,968 gallons of syrup. By 1904 he was selling 19,848 gallons a year, and this is also the same year he started bottling Pepsi-Cola. A year later he also began selling Pepsi-Cola bottling franchises, and then he started expanding rapidly. By 1910 he had 280 bottling franchises and covered at least 24 states. By 1907 he was selling over 100,000 gallons of syrup a year, and in 1915 Pepsi-Cola Corporation had assets of over $1,000,000. During World War I sugar prices to fluctuate wildly, and that was assuming one could get their hands on a supply of sugar at all. Eventually the Government implemented price controls to stabilize the costs of sugar, but even that didnt help with the erratic supply side of the sugar market. It was believed that once the war ended that things would return to normal. However, once the war ended and the price controls were lifted, sugar quickly jumped in price. To make matters worse, it appeared that the cost of sugar was going to keep going up. Caleb and many other soft drink manufacturers decided to buy huge amounts of sugar now, and thus protect themselves from even higher sugar prices. Bad decision! Sugar prices peaked at 26 per pound then the prices collapsed and within a few months sugar was selling below 2 per pound. During the previous couple of years, Pepsi-Cola had been operating at a loss because of fluctuating sugar prices and supplies, but now they faced a loss so large that it was unlikely they would be able to recover.

By March 2, 1923 The Pepsi-Cola Corporation was bankrupt, and two years later The Pepsi-Cola Corporation was allowed to die for nonpayment of
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taxes. In 1934, at the age of 67, Caleb Bradham died not even able to hold onto his original drug store. In 1923, when Pepsi-Cola went bankrupt, its creditors had formed a corporation named Craven Holding Corporation. Once the bankruptcy took place this new corporation paid $30,000 for all of The Pepsi-Cola Corporations assets including the trademark to Pepsi-Cola. This was a pretty common practice for creditors as it made handling the bankruptcy easier. In July of 1923 and man named Roy megargel formed the Pepsi-Cola Corporation in Virginia and purchased all of the assets of Pepsi-cola from the craven Holding Corporation for $35,000. Loft owned and directly operated about 200 candy stores, and most of these had soda fountains. In 1931, these Loft candy stores had sold over 30,000 gallons of Coca-cola, and Guth believed that since this was Wholesale quantity he warranted a jobbers (middleman) discount. Coca-cola disagreed with Guth, and repeatedly turned down Guths discount request. Now Guth was ticked, and Guth wasnt the kind of guy you wanted to get mad. Guth didnt just switch from buying coca-cola to buying a competitors product, but instead he bought Pepsi-Cola and became Coca-Cols worst nightmare. Megargel had contacted Guth and told him of the troubles he was having with Pepsi-Cola. Guth then made an agreement with Megargel and this is how it worked. Guth borrowed money from Loft Inc. (he was short of case since his money was tied up in Loft stock) and gave it to Megargel to buy Pepsi-Cola at the bankruptcy auction. Guth then formed the Pepsi-Cola company, a Delaware corporation with 300,000 shares of stock. After Megargel purchased Pepsi-Cola at the auction for $ 10,500. Megargel then owned 100,000 shares of the new company, Guth owned 100,000 shares (actually the Grace Company owned the shares but Guth owned the Grace Company), and 100,000 shares would be kept by the new Pepsi-Cola company to raise money in the future. Megargel was also promised a salary of $ 25,000 a year for six years, and after the six were up, a2?? Royalty for each gallon of Pepsi-cola sold. In any event, by 1902, Caleb had taken on an assistant named R.F.Butler, but better known as Uncle Dick, and while uncle Dick was
18

put in charge of running the pharmacy, Caleb threw all of his energy into PepsiCola. In his first three months Caleb sold 2,008 gallons of Pepsi-Cola syrup. By the end of his first year he had sold 7,968 gallons of syrup. By 1904 he was selling 19,848 gallons a year, and this is also the same year he started bottling Pepsi-Cola. A year later he also began selling Pepsi-Cola bottling franchises, and then he started expanding rapidly. By 1910 he had 280 bottling franchises and covered at least 24 states. By 1907 he was selling over 100,000 gallons of syrup a year, and in 1915 PepsiCola Corporation had assets of over $1,000,000. During World War I sugar prices to fluctuate wildly, and that was assuming one could get their hands on a supply of sugar at all. Eventually the Government implemented price controls to stabilize the costs of sugar, but even that didnt help with the erratic supply side of the sugar market. It was believed that once the war ended that things would return to normal. However, once the war ended and the price controls were lifted, sugar quickly jumped in price. To make matters worse, it appeared that the cost of sugar was going to keep going up. Caleb and many other soft drink manufacturers decided to buy huge amounts of sugar now, and thus protect themselves from even higher sugar prices. Bad decision! Sugar prices peaked at 26 per pound then the prices collapsed and within a few months sugar was selling below 2 per pound. During the previous couple of years, Pepsi-Cola had been operating at a loss because of fluctuating sugar prices and supplies, but now they faced a loss so large that it was unlikely they would be able to recover.

By March 2, 1923 The Pepsi-Cola Corporation was bankrupt, and two years later The Pepsi-Cola Corporation was allowed to die for nonpayment of taxes. In 1934, at the age of 67, Caleb Bradham died not even able to hold onto his original drug store.

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SOFT DRINK INDUSTRY IN INDIA

A soft drink is a non-alcoholic beverage. It is artificially flavored and contains no fruit or pulp. India with population of more than 100 crores is potentially one of the largest consumer markets in the world after China. The consumer market can be defined as the market for products and services that are purchased by individuals as households goods for their personal consumption. Soft drink is a typical consumer product purchased by individuals to quench thirst and secondly for refreshment. Searching for the point of Indian soft drinks we first document on Gold Spot, this was the first brand soft drink in India. It was introduced by PARLE during later part of 40s. Cola giant, Coca-Cola was the first foreign soft drink to be introduced in India in 1965, Coca-Cola make a very good beginning and dominated the whole scheme right from the word go. It (Coca-Cola) faced no competition at that time. COCA COLA entered India in the year 1993 In collaboration with PARLE INDIA LTD. The marketing people did not even receive to publicize Coca-Cola for it sold first like probability not-cakes. This extraordinary success of soft drinks can be attributed to the following factors:-

Absence of contemporary competitive brand. Euphoric image built up in the Western countries proceeded the entry into Indian Market; and Indians are very found by nature of foreign goods, services etc. due to prolonged foreign rules. Parle Exports (P) Ltd, later in 1970 introduced Limca, Lemony Soft drinks. Before Limca introduce, they had tentatively introduced Cola, Pepino, which they had to soon withdraw in the face of battering confrontation with Coca-Cola.
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Three of four groups of Indians companies who had the required production capacity started their own brands of Cola, Lemon, Orange, but failed to achieve their goal on a national basis. India always has love and hate relationship with MNCs which gave a significant opportunities to soft drink industries in India when Coca-Cola decided to windup its operation in 1977 rather than bowing to the Indian government insisting on: Dilution of equity, as the government felt that lots of foreign currency was being wasted.

Manufacturing of the top-secret concentration in India. Disclose of the chemical composition of the essence. This left a large vacuum in the popular soft drink market, and a vista was opened to any company with the requisite, technical, marketing and organizational skills. The exit of Coca-Cola from India in 1977 accelerated the growth of several Indian Soft Drink. New soft drink in the form of Tetra pack entered the market among Frooti, Jump-In and Treetop were the prominent once. Till 1977 their equipped bottling plants and the distribution network a longing to be of no use. It took them one year to develop new formula to survive and gradually came up with Campa, Lemon, Orange and Cola that order. However Parle, the pioneer in the soft drinks, blazed its way to national prominence with their product Thumps Up bearing the slogan Happy Days Are Here Again. This particular slogan helped to win over the loyalists or addicts to Coca-Cola, who was in the state of Cola Shock or Cola Depression. Soon the Indian Soft drink industry started at a phenomenal rate, and all Parle Products Gold Spot, Limca and Thumps Up became the brand leader in their own segment. In spite of all these, the drink market still has large gap, as claim by soft drink manufacturers. To fill these gaps there are many soft drinks concentrate and
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squashes flooded the market. The Indian soft markets basically offered three flavours i.e. Orange, Lemon and Cola. 1990 saw the comings of the multinational company PEPSI entering the Indian market. 11 years after the exit of Coca-Cola. It had name, fame and edge of being one of the best in the game and it also offered stiff competition to Parle and Coke. Pepsi Cola Company founded by CALEB BRADHAM in 1890 at North Carolina in USA. Now it is ranked 86th (1998) in the world with the asset of around $ 25,000 million, having its headquarter at ATLANTA. Its CEO is ROGER ENRICO and PepsiCo. India holding chairman is Mr. RAJIV BAKSI. PepsiCo Indias HQ is at Gurgaon. Presently is operating in 196 countries. In India it has 34 bottling plant of them 8 are COBO and 26 are FOBO of which one in Gurgaon. The market units demarcate the areas, which are "Coboised" i.e. have Company owned bottling operations (COBO). In these units there are company owned bottling plants while in other areas the operations are run by a franchisee these areas are referred to as Franchisee Owned Bottling Operations (FOBO'S) and some and in some others Joint Venture operate. COBO - In the COBO, the company has total control of the decisions and implementations undertaken, but for this the company has to invest its own money. FOBO - The FOBOS are independent to take their own marketing and operational decisions with no major interference from the company.

22

STRUCTURE OF THE ORGANISATION

For the every concern a structure is necessary on which the complete organization should be founded. The existence of a structure as obvious in every organization whether planned/unplanned or ill planned. To have a structure is not a choice of the organizer. The choice is only of the form the pattern of the organization. Planned organizational structure may be proved logical clear cut and streamlined in order to meet the present requirements. Otherwise it will merely be a makeshift arrangement and the management is rendered difficult and ineffective because organizational structure affects everyone in the organization. A good organizational structure facilitates managements management and the operation of enterprise and its encourages growth. It helps organization to reach its common goal. In order to make the organizational structure more effective one structure that can meet the demand of various factors namely environment, technology, size and people. Following are the major consideration: Clear lines of authority. Adequate delegation of authority. Minimum managerial level. Unity of directors. Application of ultimate responsibility. Span of control Simplicity Flexibility Due consideration for tip groups Proper emphasized on shift activities. In spite of this all department are in direct control of the director. Plant superintendent in the head of the production department, he look after production, i.e. bottling process, inspection, storage of new materials and though there is a quality control manager. Controller of accounts heads the accounts department. Manager (Personal and administration) looks after the function of administration, industrial relation, legal job security and welfare .The purchase officer in-charge of all purchase activity of concern.
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GOAL SETTING OF THE ORGANIZATION

Goals denote what an organization hopes to accomplish in a future period of time. They represent a future state or an outcome of the effort put in now. A broad category of financial and non financial issues is addressed by the goals that a firm sets for it. The company stated goals were growth, innovativeness, high profits as a barometer of efficiency, highly involved employees distinctively charged with pride.. The main goals as follows:1. Growth had been achieved in terms of customers and average business per employee. 2. Good product quality and service. 3. Innovativeness was reflected in a number of new schemes. 4. A high profit between its competitors and become industry leader. 5. Employee involvement had been sought through the delegation of authority and devolution of power to grassroots level through a change in administrative structure and the creation of circle.

EVERY GOAL AT PEPSI HAS A SMART CRITERIAS M A R T

SPECIFIC MEASURABLE ATTAINABLE RELEVANT TIME BOUND

24

PRODUCT PROFILE
The products manufactured by Pepsi drinks Pvt. Ltd, are very limited in range as it is not independent to diversify its products when required. This is because it is a unit of PEPSI FOODS LIMITED, which supplies the concentrates for different brands of soft drink. These are: PEPSI (cola flavour) MIRINDA (orange, apple & lemon flavour) 7 UP (Clean lemon flavour) SLICE (Mango flavour, having concentration of ALPHANSO,TOTAPURI Mango 30:70) SODA EVERNESS

MOUNTAIN DEW PEPSI BLUE The chief consumers are young masses. Beside direct consumer, hoteliers, restaurants owners and various other soft drinks peddlers also use them. Thus it can be said that these are the product for mass consumption.

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CHAPTER 4

DISTRIBUTION CHANNEL

26

RETAILING
Includes all the activities involved in selling goods or services directly to final consumers for personal non-business use. A retailer or retail store is any business enterprise whose sales volume comes primarily from retailing. Retailers are the last but not the least in the marketing channel through whom the eventual transfer of ownership of goods take place. The use of retailer boils down to their superior efficiency in making goods widely available and accessible to target markets. In most of the cases the retailers performs the important functions mentioned as under. 1. Information 2. Promotion 3. Negotiation 4. Ordering 5. Financing 6. Risk Taking 7. Physical Possession 8. Payment 9. Title

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The major types of retailer are as following:-

1. Specialty Store: - They sell narrow product line with deep assortment. 2. Departmental stores: - They sell several product lines with each line operated as separate department managed by specialist buyers or merchandisers. 3. Super market: - They are relatively large, low cost, low margin, high volume self service operation designed to serve total needs for food, laundry and household maintenance product. 4. Convenience Store: - These are relatively small store located near residential areas, open long hours, seven days a week and carrying an united lines of high turnover convenience products at slightly higher prices. 5. Discount Store: - These sell standard merchandise at lower prices with lower margins and higher volumes. 6. Off price Retailers: - These sell the merchandise which are bought at less than regular wholesale prices and sold as less than retail. These may be of three types mentioned as under: a) Factory orders b) Independent off price retailers c) Warehouse clubs ( Wholesale clubs )

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DISTRIBUTION STRATEGIES
A Company can choose any of the following distribution types: -

Exclusive Distribution Selective Distribution Intensive Distribution

PEPSI HAS ADOPTED THE INTENSIVE DISTRIBUTION STRATEGY.

INTENSIVE DISTRIBUTION:

A Strategy of intensive distribution is characterized by placing the goods or services in as many outlets as possible. When the consumer requires a great deal of location convenience, it is important to offer greater intensity of Distribution. This strategy is generally used for convenience items such as Tobacco, gasoline, and soap, snack foods & bubblegum.

Manufactures are constantly tempted to move from exclusive or selective distribution to more intensive distribution to increase their coverage and sales and you could find Pepsi in nursing homes, confectionery shops, departmental stores; you name it & Pepsi is available there.
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PRODUCT AVAILABILITY

POINT OF PURCHASE

BRAND COMMUNICATION

BRAND EXPERIENCE

Pepsis reinvention of distribution is built on an understanding of emerging consumer trends, the retail environment and the growth drivers of our brands. Pepsis distribution system is a key external resource. Normally it has taken years to build and cannot be easily changed. It ranks in importance with key internal resources such as manufacturing, research, engineering and field sales personals. It represents significant corporate commitment to set policies and practices that

30

constitute the basic fabric on which is woven an extensive set of long run relationship.

FUNCTIONS OF DISTRIBUTOR:

The following are certain function, which generally are performance by different channel of distribution or distributor.

Helpful in price determination: Channel of distribution are very helpful in determining the price of the product because they are in direct touch of consumer. They can estimate paying capacity of the middleman while determining the price of his product.

To manage finance: All the manufacturers have limited financial resources. Middleman helps manufacturers in adequate financial resources available.

To manage the process of distribution easy: It is not possible for a producer particularly a producer of consumer good to be in direct touch of all consumers. Therefore, it is not very practical for the producer to distribute the goods produced by the producer at the right time and at right place to the right consumer.

Promotional activities: Channel of distribution help the producer not only in the distribution of goods and service but also in promoting the sales of these producers. Wholesalers advertised
31

for the goods dealt by them and retailers help in increasing the sales by adopting the method of sales promotion.

Helpful in communication: It is the time of changes. Habits, taste, nature and attitude of the consumers keep on changing frequently. In the light of these changes it becomes imperative for evry producer to make necessary changes in this product. Channel of distribution helps producer by communicating the changes in the product to the consumer and also communicating the changes in habits, taste, liking and preferences of the manufacturers. Matching the demand and supply Most important function of the middleman is to collect and services from many producers so that consumer may select from a large number of alternatives. In the words of WOREALDERSON"The goal of marketing is the matching of demand and supply. Thus the middleman plays the game of matching demand and supply of goods and services in the market". Other Functions: Collection of goods Storage of goods Risk taking To stabilize the price To help in forecasting the demand for a product To help in market research To help in production activities
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WAREHOUSING
Every company has to store its finished goods until they sold. A strong facility is necessary because production and consumption cycles rarely match. Warehousing is not a simply storing activity but a package of services that enables the smooth running of the industry. The stores must be in constant touch with the use department in order to provide uninterrupted services to the manufacture and its decision since working capital is locked up in the warehousing stores in equal to money. The stores functions can be organized in the following manner:a) To receive raw material components equipments etc. b) To meet the demand of use department by issuing the order c) Accounting the transaction properly. d) Minimizing obsolescence surplus and scrap by right identification and using correct preservation method. To stabilize the price To help in forecasting the demand for a product To help in market research To help in production activities

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WHOLESELLING
Wholesaling includes all the activities involved in selling goods or services to those who buy for resale or business use. Manufactures use wholesalers because wholesalers can perform function better and more cost effectively than the manufacture can. These functions are not limited to selling and promoting, buying and assortment building bulk barking, warehousing, transporting financial risk bearing dissemination of marketing information and provision of management services and consulting. Like retailers wholesaler must decide on target market, product assortment and services promotion and place. The most successful wholesalers are those who adopt their services to meet and target customers needs, recognizing that existing to add value to the channel.

Retailing
Retailing includes all the activities involved in selling goods or services directly to find consumer for their personal non-business use. A retailer or retail store is any enterprise which sales volume comes primarily from retailing. All marketer retailers must prepare marketing plans that include decision on target market. So the marketing channels can be viewed as a set of interdependent organization with high potential for conflict. Then why would any business chosen to become part of channel system.

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CHARACTERSTICS OF RETAILERS
The following are the characteristics of retailers: (i) Retailers have a direct contact with consumers. They know the requirements of the consumers and keep goods accordingly in their shops. (ii) Retailers sell goods not for resale, but for ultimate use by consumers. For example, you buy fruits, clothes, pen, pencil etc. for your use, not for sale. (iii) Retailers buy and sell goods in small quantities. So customers can fulfill their requirement without storing much for the future. (iv) Retailers require less capital to start and run the business as compared to wholesalers. (v) Retailers generally deal with different varieties of products and they give a wide choice to the consumers to buy the goods.

FUNCTION OF RETAILERS

All retailers deal with the customers of varying tastes and temperaments. Therefore, they should be active and efficient in order to satisfy their customers and also to induce them to buy more. Let us see what the retailers do in distribution of goods. (i) Buying and assembling of goods: Retailers buy and assemble varieties of goods from different wholesalers and manufacturers. They keep goods of those brands and variety which are liked by the customers and the quantity in which these are in demand.

35

(ii) Storage of goods: To ensure ready supply of goods to the customer retailers keep their goods in stores. Goods can be taken out of this store and sold to the customers as and when required. This saves consumers from botheration of buying goods in bulk and storing them. (iii) Credit facility: Although retailers mostly sell goods for cash, they also supply goods on credit to their regular customers. Credit facility is also provided to those customers who buy goods in large quantity. (iv) Personal services: Retailers render personal services to the customers by providing expert advice regarding quality, features and usefulness of the items. They give suggestions considering the likes and dislikes of the customers. They also provide free home delivery service to customers. Thus, they create place utility by making the goods available when they are demanded. (v) Risk bearing: The retailer has to bear many risks, such as risk of: (a) Fire or theft of goods (b) Deterioration in the quality of goods as long as they are not sold out. (c) Change in fashion and taste of consumers.

(vi) Display of goods: Retailers display different types of goods in a very systematic and attractive manner. It helps to attract the attention of the customers and also facilitates quick delivery of goods.

(vii) Supply of information: Retailers provide all information about the behavior, tastes, fashions and demands of the customers to the producers through wholesalers. They become a very useful source of information for marketing research

36

MARKETING ACTIVITY

INTRODUCTION
Marketing needs a framework that begins and ends with the customer. Marketing tools by themselves do not achieve marketing objectives. There is an intermediate step between the deployment of marketing tools and achievement of marketing objectives. A marketing network consists of the company and its supporting stakeholders (customers, suppliers, distributors, retailers, ad-agencies and others). The operating principle is simple: build and effective network of relationship with key stakeholders, and profit will follow. A set of marketing tools the firm uses to pursue its marketing objectives are called marketing-mix. These tools can be classified into four groups which are called the four Ps of marketing.

MARKETING MIX

TARGET MARKET

PRODUCT

PRICE

PLACE

PROMOTION

However some academicians feel that the four Ps of marketing have become redundant and needs to be replaced by the four As or four Cs of marketing

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FOUR A's

AWARENRSS ACCEPTIBILITY

AFFORDABILITY

ACCESIBILITY

38

FOUR C's

Customer Value

Customer Communication

Customer Cost

Customer Solution

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Soft drink is a FMCG product which has a wide and scattered market. Thus in order to succeed companies needs to break down their marketing activities into sub-parts to effectively meet the customer needs. The entire marketing in this case is divided into three parts:

ROUTE MARKETING HOME MARKETING AT WORK MARKET ROUTE MARKETING

Outlets coming under this market cater to the needs of those customers who are engaged in shopping, eating out in restaurants, going to and from work, in amusement centers etc. In simpler words this marketing is what we call the bazaar. ROUTE MARKETING AND PRODUCT DISTRIBUTION

TO RETAILORS
Routes: CIVIL LINES RAJAPUR SELUM SARAI GOVINDPUR TELIRGANJ NEW CANTT JHONSTANGANJ LUKERGANJ TAGORE TOWN KHULDABAD KARELI DARYIBAD KATRA
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RATES OF BOTTLES(ml)/CARETS/PET JARS:-

QUANTITY PRICE/CARET
1. 200ML 2. 250ML(SLICE) 3. 600ML 4. 2Lt. 5. SODA WATER 168/216/456/- per petti 486/- per petti 133/- per caret

1 Caret: 24 Glass Bottles (Pepsi Products viz. Pepsi, Mirinda, 7UP, Slice, Mountain Dew) 1Petti (600): 24 jars 1Petti (2lt): 9jars Margin to Retailer on glass bottle (200ml): Rs. 1/- per bottle. Margin on pet jar (600ml): Rs. 1/Margin on pet jar (2ltr): Rs. 4/-

NOTE:- The rates of PEPSI PRODUCTS is not stagnate. It should be varied due to Market conditions.

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PROBLEMS:
1. Less supply of product in remote/small areas. 2. Lack of offers/schemes in rainy seasons. 3. Poor transportation medium. 4. Lack of demand due to seasonal fluctuations. 5. Less supply of more demand products like SLICE. 6. Poor product loading. 7. The rate of SLICE increased.

HOME MARKETING

Outlets coming under this market cater to the needs of that customer who by soft drinks predominantly for home consumption either by the glass bottles or pet bottles. The shops targeted under this category are those which are located inside residential complex or are located nearer to the residential areas. These shops predominantly sale pet bottles.

AT WORK MARKETING
Outlet coming under this market cater to the need of those customers who are working in offices, factories etc. i.e., the outlets targeted are the canteens mainly.

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CHAPTER 5

43

RESEARCH METHODOLOGY
Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on specific topic. In fact research is an art of scientific topic. Some people consider research as a movement, a movement from the known to unknown. Research is an academic activity and as such the term should be used in a technical sense. research comprises defining and redefining problems, formulating hypothesis or suggested solutions ; collecting ,organizing and evaluating data making deduction and reaching conclusion ; and at last carefully testing the conclusion to determine whether they fit the formulating hypothesis . social science define the research as the manipulation of things , concepts or symbol s for purpose of generalization to extend ,correct or verify the knowledge aids in construction of theory or in the practice of an art .research is thus an original contribution to t existing stock of know ledge making for its advancement . The systematic approach concerning generalization and the formulation of the theory is also research.

DEVELOPING RESARCH PLAN:

After deciding the objective of marketing research the next step is deciding Research plan for gathering effective information related to this research project. The research consists of following steps, which are discussed subsequently.

Descriptive Research:
In my market survey descriptive research process was carried out to describe the market characteristics, consumer profiles, distribution strategies, and market potential.

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Data Source:
During project study I used both primary as well as secondary data source. For primary data collection I visited various retailers in DELHI & for secondary data I went through Books, Journals & Internet. The information collected is relevant, correct & unbiased.

Research Design:
I followed survey technique for collecting the data. In market survey research approach. Here, I carried out information from retailers have carefully selected the instrument & methods of surveying like I have chosen personal contact methods because of higher response rate & meaningful responses this helped me to get the general feedback in Pepsi, etc.

Research Instrument:
The research instrument used was EDS form. In which market information detail of each outlet should be filled in EDS form. For this I have visited each & every outlet & check all the brands & packs of Pepsi are available or not or which one is available in comparison with Coke & filled it in EDS forms. In my research process I have used closed ended & open-ended questionnaire where respondents could answer in their own manner. Through this I was able to extract information from the respondents about Pepsis products & the competitors.

Sampling Plan:
In designing the sampling plan following points were considered:

Sampling Unit:
It includes who is to be a surveyed retailer of DELHI.
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Sampling Size:
I have surveyed about each & every outlet of the area specified to me so size would reach up to 150 retailers.

Contact Method:
In my research process, I have collected information through personal interview process with the help of EDS. Form given by the company because it is the most reliable & accurate method for collecting primary data. Through this, the analysis of body language & facial expressions can be made.

Methods of data interpretation:

In this market study I have used pie chart for data analysis & interpretation because pie chart is the easiest & comprehensive medium for presentation of data.

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ANALYSIS
Analysis of data
As we go along in the market there was mix reaction in terms of market share of Pepsi in the market in some area the Pepsi was doing better than its competitors and in some other area it was other way around there was some brands of Pepsi which were exceptionally doing well like Dew which was far ahead of its competitor namely sprite which was brand of coke and in some outlets people were only having Dew which give other brands run for their money. As in the case of other brands of Pepsi like Slice which is Non carbonated drink was good in demand practically all area and there brands of Pepsi which were doing their bit to get good market share for Pepsi so consensus was in favor of Pepsi in tems of brand preference. There are some analyses made during the process: Soft drink businesss behavior is not governed by brand loyalty so the availability of the right brand, at the right place, at the right time is the key for winning consumer in soft drink business. The most important and satisfying observation was that, PEPSI had approximately 8% market share which sell only Pepsi brands and 85%mixed in the soft drinks market in Mathura and some of its brands like Mirinda Orange and Mountain Dew were performing above standards apart from PEPSI Cola in spite of the Coca Cola with two cola flavor packs i.e., Coke and Thumps up.

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 The present distribution system of PEPSI is the best in the entire FMCG industry in DELHI and the major strength of Pepsi. The enhancement in the distribution network would definitely increase the market share of PEPSI. The retailers played a very critical role in the increment in the sales volume of the product and they had to be kept satisfied in order to increase the market share by offering better schemes, discounts, display materials such as VISIs, racks, counter, signage, wall paintings and better amount for purchase of shelf space for display. The existence of sub-dealers and super stockiest are also the major area of problem, as they do not move the schemes and other display materials and incentives information to the retailers, which is one of the reasons for the dissatisfaction of retailers. The cut throat competition between PEPSI and COKE had lead to the never ending cola war and price war which has brought down the profit margins which is one of the major grievances apart from the common complains pertaining to schemes, incentives and display materials. Another critical issue was the presence of duplicate products of PEPSI in the market. The details of these outlets have been surrendered to the company for action against these outlets.

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STATISTICAL REPRESENTATION OF SURVEY

Q1.Market share of Pepsi and Coca Cola.

Market Share of Pepsi &Coca Cola in Percentage

48% 52% Pepsi Coca Cola

INTERPRETATION
Pepsi leads in market share than coca cola

Q2. Market share of painting comparison.

Painting Comparisons

Pepsi Coca-cola

INTERPRETATION
Pepsi leads in the paintings it is done where there is lack of electrical supply or village sort of areas.
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Q 3 Market share of ice box comparison

Ice Box comparisons

Pepsi Coca-cola

Interpretation: In ice box comparison Pepsi is far behind from coke as it has only 38%share while coke has 62% share.

Q4 How many racks are available with dealers.

Rack comparison
Pepsi Coca-cola

Interpretation Pepsi lead in the distribution of racks to the dealers as it has 55% while that of coke si 45%.

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Q5 How many are having glow sign.

Glow sign comparison

Pepsi Coca-cola

Interpretation Pepsi lags behind coke in the glowsign distribution as it has only 42% share. Q6.Visi Share.

VISI COOLER SHARE

400 Lt 220 Ltr 165 Ltr 110 LTR 320 Ltr 65 Ltr

Interpretation Out of the 150 dealers the 58 have 400 Ltr ,29 have220 Ltr,18 of165 Ltr15of 65 Ltr,20 of 320Ltr,4 of 65Ltr and 6of 1000Ltr.
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Pepsi Visi Cooler

400 Ltr 220 Ltr 165 Ltr 110 Ltr 320 Ltr 65 Ltr

INTERPRETATION The pepsi visi cooler are not availablewith 80 dealers 30 have 400ltr, 10 have 220ltr,12 have 165,5 have 110ltr,8 have 320ltr,1 have 65ltr,4 have1000ltr.

Coke Visi Cooler

400 Ltr 220 Ltr 165 Ltr 110 Ltr 320 Ltr 65 Ltr 1000 Ltr

INTERPRETATION Out of 150 dealers 70 does not posses visi coolers 28 have 400 ltr,19 have 220 ltr,6have 165ltr,10 have110ltr,12 have320ltr,3 have65,2 have 1000ltr.

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Q7.Market analysis of pepsi assets with dealers. Market position of 7up as compared to sprite.

Sales

7up Sprite

Pepsi assets being7 up is being faced with sprite as its main rival has max. number of share in the market .

Market share of mountain dew as compaired with sprite.

Sales

Mountain dew Sprite

INTERPRETATION. Mountain dew is being the favourite drink of the youngsters in the city of DELHI and the next being that of sprite liked by them.

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Sales

INTERPRETATION.
Pepsi has in the orange flavor mirinda and coke has fanta the most preferred by the customers is fanta and aquires65% of the market and mirinda lags behind from it.

Sales

SLICE MAAZA FROOTI

INTERPRETATION
Pepsi has mango drink in the market by the name of slice and that of coke being maaza and frooti being of the parle agro group. Major part of the sale being of maazaas it has 40% share next is slice with 35% and frooti has 25% share.
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AQUAFINA- THE PUREST PART OF YOU

BRAND HISTORY
Aquafina was first launched in USA in the year 1994 and with its unique purification system and great taste. Aquafina soon become the bestselling brand. In India Aquafina s journey began with the Bombay launch in 1999 and it was rolled out nationally in the year 2000.on the strength of its brand appeal and distribution Aquafina has become of Indias leading brands of bottled water in a relative short span.

Brand Advantage
Aquafina goes through a 5 step state of the art purification process to give consumers pure water and perfect taste every time. Aquafina has been built through refreshing and edgy advertising. The what a body campaign has enabled the brand to drive modern, premium, and youthful brand in an undifferentiated category. Bottled across India in 19 plants Aquafina ensures its availability across more than a half million outlets .To cater to varied consumer needs and occasions it is available in various pack sizes like 300ml,600ml,1ltr,2ltr bottles and in bulk water jars of 25 ltrs. Aquafina is the face of PepsiCos water conservation initiatives and builds awareness on PepsiCos efforts to replenish and restore the water table through its pack labels.

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AVAILABILITY OF WATERS IN THE MARKET

Aquafina Bisleri Kinley Others

PERCENT OF AQUAFINA PER RETAILER

AQUAFINA OTHERS

INTERPRETATION
This graph shows the total market size of water out of 150 outlets only 94 outlets have Aquafina and 56 have other brands
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PepsiCo launches packaged nimbus paani, Nimbooz.

At the onset of the summer, PepsiCo India has launched packaged nimbu paani Nimbooz by 7up.The product has been created to suit Indian tastes. PepsiCo claims that Nimbooz contains no artificial flavours and contains real lemon juice. Speaking about Nimbooz Puniralal executive director marketing PepsiCo India Pepsi is delighted to introduce Nimbooz It suits the Indian tastes and preferences, nimbu paani is loved by Indian people. Nimbooz will be relevant and affordable offering for consumers on the go because of its ready to drink format that is both convenient and hygenic.The proposition of the Indian refresher perfectly captures the mass appeal of this product and will certainly drive consumer connect. PepsiCo has drawn up a intensive consumer activation market to campaign nimbooz.The 360 degree market communication will build awareness trough media, road shows, press and outdoors. In order to increase the non carbonated range is the best to introduce Nimbooz a s it contains real lemon no fizz and no artificial flavours will be available in trendy packs. Nimbooz has been launched in three packaging formats 350 ml pet, 200ml tetra, 200mlRGB.now Nimbooz has clicked the Indian palate the response was so good that PepsiCo was struggling to supply the product its asli nimbu paani taste appeals to the consumers palate and culture. Nimbooz has been effective in breaking the competitors nimbu fresh of coca-cola and has now been the only one in the market and has grabbed the max. Percent of the sales. Nimbooz now has penetrated the market and is adopting the penetration strategy its demand has shown tremendous growth and is threatening the nimbu fresh. The market of DELHI has shown positive signs of sales and is demanded by the consumers there leaving behind the nimbu fresh of coca cola.
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The demand was not fulfilled in the market and was in short supply in the summer season proving the positive response of the consumers towards it Nimbooz has proven the right step of the Pepsi to enter the new segment of non carbonated drinks. Pure Nimbu paani taste have hit the consumers heart as it does not contain any fizz and artificial flavours giving the taste and soothes the Indian palate and culture of drinking nimbu paani in the summer season as it has been the tradition in India.

SALES

80 70 60 50 SALES 40 30 20 10 0 NIMBOOZ NIMBOO FRESH

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Product lines of Coke& Pepsi are as follows:FLAVOUR COKE BRAND PEPSI BRAND

Cola

Coca-Cola

Pepsi

Thums-up

Pepsi diet

Coke diet

Orange

Fanta

Mirinda

Cloudy Lemon

Limca

Mirinda lime

Clear lime

Sprite

7up

Mango Juice

Maaza

Slice

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CONCLUSION
with the following conclusions: Pepsi has all the flavours i.e. cola, orange, lemon, lime and fruit juice in the market but it is quite necessary to develop its market share. In Cola segment THUMPS-UP is the main competitor of PEPSI, in orange segment FANTA is the main competitor of MIRINDA, in lime segment SPRITE is the main competitor of 7UP and MOUNTAIN DEW, in mango segment MAAZA is the main competitor of SLICE. Retailers are asking for the incentive or gift and sales promotional schemes. I met with retailers who told me if I keep my chilling machine open all day along it will consume 2-3 unit per day, which will cost at least Rs 15.The company told us I will provide you electricity charges but they will not paid yet. If they will not pay I will stop to sell their products. The advertisements of Aquafina, Nimbooz, 7up, should also be focused along with Pepsi. Order booking at the time of sales day or any other day is not fulfilled on the next 2-3 days in DELHI area. The presentation and the communication of the sales person is not up to the mark. Less distribution of display items in mango area. Visit of technician in the area is less the visi cooler problem are not solved. Inadequate information about the schemes and sudden offer. Glow sign boards are not look after by the company staff a person should be appointed for it.

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RECCOMENDATIONS
1. A clear notification should be given to teach distributor and each route agent to give cash memo (with printed number) and maintain route card for every transaction. 2. Proper care should be given the companys employees at the time of scheme close. Signature of scheme receiving on the cash memo should be taken and it should be also maintained in route card. Claim of scheme should be passed after the deeply stud y of above three points i.e. difference between opening stock and closing, signature of scheme receiving on the cash memo and sells maintained in the route card. 3. Retailers keep other companies products in the Pepsis fridge, while is provided by the company. After the checking of Pepsis Fridge (3or 4 times in every month ) if It is found that retailer does not keep other companies products in the Pepsis Pepsi fridge the claim of scheme should be passed . Thus we can improve/increase its sell and employees activities. 4. To increase the sale of Aquafina the company should go for innovation there should be a vendor vehicle of Aquafina to show advertisement of the brand so that it can reach the retailers. 5. The numbers of outlets are too much. So it is required to short the route and extra vehicles/tricycles provide in this route. 6. The company should introduced some schemes for the distributors so that they can put some extra effort to increase the sale 7. Number of tricycle can be installed at various place like public during the peak hours i.e. evening and busy roads and chowks near the town`s commercial centers. Care should be taken to install these tricycles under a shady tree where providing relief from h eat to the prospective customers as well as the vendor. 8. All these tricycles targeted the tired and thirsty consumer or the road and other place, care should be taken that soft drinks in the ice box are always chilled and ice readily available. 9. The vendors must be taught to be polite to the consumers. 10. The vendors can also be provided with uniform by the company in order to give them visibility. 11. Coke is the only competitor of Pepsi. So we should try to keep every information about Coke i.e. prices scheme, policy etc. always it will help in Decision making.
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LIMITATIONS OF THE PROJECT

I had to cover the maximum number of outlets so it was a rather difficult task to give time to each and every surveyed. The outlet owners treated me as a employee of the company and use to start telling me the various problems faced by them.

The owners were not present on the spot for any clarifications. Many of the shops were close during the day hours which were also a big problem in meeting these outlets owners.

Many of the outlet owners were not able to understand the language of CSPD format.

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SWOT Analysis
SWOT analysis is a tool for auditing an organization and its environment. It is the first stage of planning and helps marketers to focus on key issues. SWOT stands for strengths, weaknesses, opportunities, and threats. Strengths and weaknesses are internal factors. Opportunities and threats are external factors. Strengths and weakness are internal to the organization, whereas opportunities and threats are external to the organization. The strength of an organization can be its infrastructure, its employees, its marketing team, its latest product innovation, its international quality standards or even its closeness to the market. The strength can be anything that adds value to its business. The weakness of the organization can be incompetent management, untrained employees, unevenly trained sales force, poor marketing strategies, low quality products, or lack of proper financial capabilities. These are some of the factors that may cause severe damage to the organization and hamper its growth. These are the internal factors which have to be analyzed from time to time. An organization should try to improve upon its strengths and reduce its weaknesses, in order to sustain in the market. Opportunities and threats the factors external to the organization and they are critical for be effective functioning. The opportunities of an organization can be a new potential market with ample scope for growth, opportunities to have a collaborative advantage (Advantage through strategic alliances and partnerships), or opportunities to fulfill the demand of a latent market. Any such activity in the environment that helps the organization to grow is an opportunity for it. The threats to an organization can be a new competitor in the market, price reduction in the competitors product or a new product introduced in the market that will eat into the companys market share. These are some of the threats to an organization. The organization should constantly keep a watchful eye on the market so that it can analyze the opportunities and threats it is facing.

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INTERNAL

S W O

STRENGTH Things the company does well.

WEAKNESS Things the company does not do well.

EXTERNAL

OPPERTUNITY Conditions in the external environment that favour strength

THREAT Conditions in the external environment that do not relate to existing strength or favour areas of current weakness.

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STRENGTHS:
Celebrity endorsement like Indian cricket Team, Ranveer Kapoor, Katrina kaif, Sanjay Dutt has a great impact on the sales. The mountain dew gave Pepsi a opportunity to have more demand as its rival does not have any substitute for it. It has a very strong distribution network and well built market and currently holds almost all the parts of the city. Seasonal offers contest gave a boost to the sale. This is an aggressive strategy to have better hand in the market. It has muscular brand Image.

WEAKNESS: Purity and quality of the products are estimated manually and hence the slice bottles have shown some particles in it. Promotional activities in the rural market are not up to the mark as compared to the urban market. Its one of the popular brands PEPSI in Cola flavor is lagging behind with its nearest competitor only due to high sugar content and less thrilling taste. More emphasis is given to the large dealers. The cooling equipment is not handled properly by the officials and many complain are not solved. The schemes do not reach the retailers. The price charged by the retailers is different from the printed MRP.

OPPORTUNITIES; There are many dissatisfied dealers of coke in the city which can be tapped. It should give more incentives to the dealers in the rural areas, where there is a huge market potential.

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 It should adopt automatic and computerized quality control system for its products. A big number of schools and colleges in the city do not have canteen which throw a great opportunity for the company. There are a number of petrol pumps on the GT road which can be tapped. Hotels and restaurants must be contracted to promote the sales by using various techniques like gifting Pepsi products on their bulk sale. The present supply of all the flavours especially slice is not sufficient to fulfill the demand during summer season, which may be trapped profitably.

THREATES: One of the products of their competitor in the Cola segment has a very good market shares due to its taste. The entry of new company products. Like (coca cola) would make the market more competitive. The distribution of Coca-Cola is very strong in the outskirts of the city. Threat from indigenous drinks like that of sattu, lassi, sugarcane juice and other fruit juice that apart from quenching thirst has nutritive value. As we know that Swami Ram dev Maharaja has a very huge fan that follow him and he is telling people that dont take soft drinks .In spite of soft drinks take indigenous drinks like lassi, sugarcane juice sattu etc. I think it can be a big threat for PepsiCo.

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ABBREVIATIONS
FOBO

= Franchise Owned Bottling Operation

COBO = Company Owned Bottling Operation FMCG = Fast Moving Consumer Goods MNCS = Multinational Companies MBA = Master of Business Administration MU= Manufacturing Unit PPM= Parts Per Million CEO = Chief Executive Officer HQ = Headquarter CRM = Customer Relationship Management * ME = Marketing Executive * PSR = Pre Sales Representative * RGB = Returnable Glass Bottle * TLSD = Total Liquid Sold Per Day * TDM = Territory Development Manager * CE = Consumer Executive

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BIBLIOGRAPHY
BOOKS

Kotler, Phillip. Marketing management Prentice Hall of India, edition- 9th

.

Drucker, Peter. Management function and behavior, BPB, edition-3rd Ramaswami, V.S. and Namakumari, S. Marketing management. Macmillan, edition-2nd. ICFAI university press, Marketing management. Market research - McQuarrie, Edward F., The Market Research Toolbox: A
Concise Guide for Beginners.

WEBSITES www.pepsico.yahoo.co.in www.google.com www.wikipedia.org www.rjcorp.in

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APPENDIX
NAME OF THE OUTLET AREA TYPE OF THE OUTLET 1. Which types of drink is mostly asked by the customer? a) Fruit juice b) Lassi c) Carbonated soft drink

2. Quantity of PEPSI product in your outlet?(in percentage) 0 10 20 30 40 50 60 70 80 90 100

3. How many numbers of crates are you selling weekly? PRODUCT PEPSI MIRINDA M.DEW 7UP SLICE 4. Are you an exclusive retailer of any brand of soft drink? a) Pepsi b)coca-cola c)both d)others Less than 5 5 - 10 10 15 15 20 20 25 More than 25

5. Which brand visi-cooler do you have? a) Pepsi b) Coco-cola c) both d)own e) None

6. Which brand display item do you have? a) Pepsi b) Coco-cola c) Both d) None

7. Are you satisfied with by the service given by the salesman of Pepsi? a) Always 8. b) Often c) Sometimes d) Rarely e) Never

How frequently salesman visit to your outlet?

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a) Every day

b) 2 4 days in a week

c) Once in a week

d) Never

9.

What kind of promotional activities affect your sale mostly? a) Television b) magazines c) display d)wall paintings.

10. How many empty crates do you have? a) Pepsi . b) Coco-cola..

11. Which company provides better service? a) Pepsi b) Coco-cola c) Both good d) Both bad

12.Any suggestions for betterment of Pepsi?

DATE. SIGNATURE..

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