“MARKET SURVEY OF PEPSICO

RETAILERS ON DISPLAY EFFECTIVENESS”

PROJECT REPORT SUBMITTED TO

UNIVERSITY OF PUNE

IN PARTIAL FULFILMENT OF REQUIREMENT FOR THE

AWARD OF DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY

JAMAAL KHAN

UNDER THE GUIDANCE OF

PROF. ASHOK K. TIWARI

JSPM‘S

JAYAWANT INSTITUTE OF MANEGEMENT

STUDIES.

TATHWADE, PUNE-33

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 DECLARATION

I, the undersigned, hereby declare that the Project

Report entitled ―Market survey of PepsiCo Retailers on
display effectiveness‖ written and submitted by me to the
University of Pune in partial fulfillment of the requirement
for the award of degree of Master of Business
Administration under the guidance of Prof. Ashok Tiwari
is my original work and the conclusions drawn therein are
based on the material collected by myself.

Place: Pune Research Student

Date: Jamaal khan

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 CERTIFICATE

This is to certify that the Project Report entitled

“Market survey of PepsiCo Retailer’s on display
effectiveness” which is being submitted herewith for the
award of the degree of Master of Business
Administration of University of Pune, Pune is the result of
the original research work completed by Jamaal Ahmed
khan under my supervision and guidance and to the best
of my knowledge and belief the work embodied in this
Project Report has not formed earlier the basis for the
award of any degree or similar title of this or any other
University or examining body.

Place: Pune Research Guide

Date: Prof. Ashok Tiwari

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 ACKNOWLEDGEMENT

Its gives me great pleasure in acknowledging the invaluable

assistance extended to me by various person in the
successful completion of the project.

I express my sense of independence gratitude to the Dr.

Rajashree Shinde, Director and Prof. Ashok K. Tiwari,
Project guide and other faculty member of Jayawant
Institute of Management Studies, Tathwade Pune – 33, who
guided and encourage me from time to time for the
successful completion of this project report.

My humble thanks to my all the professors for guiding me

during the two months training as my training mentor.

I express our thanks to Aradhana Soft drink Co. a sister

concern of PepsiCo India holding (p) Ltd. Kanpur, for
granting me the permission to work with the esteem
organization. I am also thankful to Mr. Amol Sharma
(TDM), Mr. Sameer wali (ASM) and Mr. Vaishnava
srivastava (CE) of Aradhana Soft drink Co. Kanpur, who
guided and helped us in all possible ways they could, at
every stage of the project.

I am also very thankful to MR. SAMEER WALI

Aradhana Soft drink Co. Kanpur, who was my project
guide during my training period. He helps me at every
completion stage of the project & provides me all the

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information that is necessary for the execution of the
project.

I would also like to thank all the Executives, distributers &

staff member attached to Aradhana Soft drink Co. Kanpur
who provided us all the relevant information and their kind
support, on the basis of which this report has been
prepared.

Lastly I would like to pay our special regards to my parents

for their encouragement and full support for completion of
this project work.

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 EXECUTIVE SUMMARY

PEPSI is the world leader in the convenient foods and

beverages with the revenue of about $39 billion (2007-08)
and over 198000 (2008-09) employees. The companies
consist of the snack business of Frito lay NORTH
AMERICA. PepsiCo Brands are available in nearly 200
countries and territories.

In INDIA, the company has an extremely positive outlook.

PepsiCo gained entry to India in 1988 by creating a joint
venture with the Punjab government-owned Punjab Agro
Industrial Corporation (PAIC) and Voltas India Limited.
This joint venture marketed and sold Lehar Pepsi until
1991, when the use of foreign brands was allowed; PepsiCo
bought out its partners and ended the joint venture in 1994.

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 can be further
classified into Cola, Lemon, Orange, Mango, and Apple
segments. Marketing includes all the activities like
promotion, distribution, advertising etc., to fulfill the all
segment of consumers. Marketing is also to convert social
needs into profitable Opportunities.

The study of “Market survey of PepsiCo Retailers on

display effectiveness” provides the details to inculcate the
efficiency. It is also requirement for the company to

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improve their service and quality for achieving their
ultimate goal.

The topic was allotted by the company and it was

required to collect the information about current status of
the Visi cooler that is given by the company to the retailer
for selling of soft drink of PepsiCo.

The main objective of the research was to know the

company‘s position in the soft drink market by doing Visi
purity & Charging of every visi cooler.

The location for the project was Kanpur (south) consisting

below mentioned area.

1) Rawatpur
2) Ashok nagar
3) Pandu nagar

The duration for the project was

1st June 2009 TO 30th July 2009

In this project the main purpose of the study was to visit the
outlet of PepsiCo & check the visi-purity & visi-charging
to know the status of sales & proper display of its products.
A list carrying name of outlet provided by PepsiCo & I
have to visit only those outlet which are mentioned in that
list because listed outlet are not performing up to the mark
of PepsiCo guideline. Planogram is one of the tool through
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which I have to make proper display of the product in the
visi-cooler so that every brand of PepsiCo could be visible
to the consumer.

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 CONTENTS

Chapter No. Particulars Page No.

Chapter I Introduction 10-13
Chapter II Profile of the organization 14-41
Chapter III Research Design & 42-44

Methodology

Chapter IV Conceptual Background 45-53

Chapter V Data Presentation, Analysis

& Interpretation 54-70

Chapter VI Findings, Suggestions & 71-74

Conclusion.

Bibliography
Appendix/Annexure.

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 CHAPTER I

INTRODUCTION OF PROJECT

Modern age is full of competition. Today only way of

success is continuous efforts towards the growing market
needs and satisfying them. It is the marketer‘s job to know
what the market speaks i.e. the ever changing needs of the
customer through market research & adopt them fruitfully.
It is must for all the companies to make policies according
to the customer and the government. Today to succeed,
organization has to target its customer needs, to create a
culture in the organization i.e. market conscious &
responsive to customer needs.

Soft drinks industry has become big business in

India in recent years. The soft drinks business underwent
major changes with the entry of PEPSI and re-entry of
COCO-COLA in India in the late 80s when Parle with
brands like Thumps up, Limca & Gold spot was a clear
leader. Coco-Cola took up the product line of Parle in
1993-94; today both brands are the Indians favorite soft
drinks.

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OBJECTIVES OF STUDY

This study offers an opportunity to the student of

management to develop the required skill and in sights for
making the best use of experiment and judgment to
practical life. To gain an insight into why individuals act in
certain consumption related way & Learning what &
external influence compel them to act as they do.

So the main Objective is to study of Visi purity &

charging of retail outlet in Kanpur south .

OBJECTIVES

 To find out the most popular brand of PepsiCo &

satisfaction level of its retailers.
 To check the Planogram (POG) norms, whether
retailers followed it properly or not.
 To find the proper merchandizing and product display
in the outlet & relation between company & its
retailers.
 To help the company in increasing its sales & finding
out the benefits of visi-charging.

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STETEMENT OF THE PROBLEM

―Market survey of PepsiCo Retailers on display

effectiveness‖

PepsiCo were facing problem regarding product availability

in visi-cooler & display of the product in the premises of
the outlet. So that as a result the sale of the product has not
been achieving the sales target set by the company.

SCOPE OF THE STUDY

The training in the organization is very important for a

student who is undergoing with such course. This course is
not the answer for the entire problem which arises in the
practical field. There is no certain formula for any
particular problem but the aim of this study is to develop
the ability of decision making. A right decision at right
time itself helps an organization to run smoothly.

This training in an organization given an idea how decision

are taken tact fully when any problem comes to an
executive. So the way of problem right decision making
and knowledge of different type of marketing activities
give much importance to the study. Though only in two
months it was not possible to understand it so deeply but an
overall idea could develop.

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LIMITATION OF THE STUDY

 Since the product under study was consumer

goods, which requires a large sample to have a
correct study, a sample size of 100 Respondents
was too small for it. But time & money did not
allow Researcher to have a large sample. And
also to manage a large sample would also be
difficult by Researcher alone.
 Mostly stress was given on primary data, as it
was difficult to collect Secondary data from
organization & distributors.
 Some of the respondents were not co-operative and
many of them seem to be having no interest.
 It is impossible to find out the problem faced by the
PepsiCo in a time span of 2 months.
 Area was specified.
 It is extremely difficult to persuade retailer to respond
to questionnaire.
 The retailer knows us as people from Pepsi there by
the responses could have been biased.
 The company does not provide any financial
assistance.
 The time allowed for the project was short. It was
impossible to study deeply in that short period.
 Region i.e., Urban area therefore the result are
applicable to Kanpur region only these findings
may not have much relevance in other regions of
different from rest of the country

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 CHAPTER II

PROFILE OF THE ORGANISATION

PEPSICO HEADQUARTERS

PepsiCo World Headquarters is located in Purchase, New

York, and Approximately 45 minutes from New York City.
The seven building Headquarters complex was designed by
Edward Durrell Stone, one of America‘s foremost
architects. The building occupies 10 acres of a 144 Acre
complex that includes the Donate M. Kendall Sculpture
Gardens, A world acclaimed sculpture collection in a
garden setting. The collection of works is focused on major
twentieth century art, and Features works by masters such
as Auguste Rodin, Henri Laurens, Henry Moore, Alexander
Calder, Alberto Giacometti, Arnaldo Pomodoro & Class
Olden berg. The gardens were originally designed by the
World famous garden planner, Russell Page, and have been
extended By Francois Goffinet. The grounds are open to
the public and a Visitor‘s booth is in operation during the
spring and summer.

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 COMPANY PROFILE
COMPANY : PEPSICO

TYPE : public

FOUNDED : New York (1965)

HEADQUATERS: purchase New York

AREA SERVED : Worldwide

KEY PEOPLE : INDRA K. NOOYI (CEO)

INDUSTRY : Non alcoholic beverage

Market cap : USD 107.19 Billions (2008-2009)

Revenue : USD 39.474 Billions (2007-2008)

Operating income: USD 7.170 Billions (2007-2008)

Net income : USD 5.658 Billions (2007-2008)

Total assets : USD 34-628 Billions (2007-2008)

Division : Food, American beverages,

Employees : 1980000 (2008-2009)

Website : www.pepsico.com

Address: Global Business Park, Tower – A, 4th floor,

Mehrauli-Gurgaon Road, Gurgaon 122002

Telephone: 91-124- 2880541

Fax: 91-124-2356270

Website: www.pepsiindia.co.in

Email: corporate.communications@intl.pepsico.com

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VISION

"PepsiCo's responsibility is to continually improve all

aspects of the world in which we operate – environment,
social, economic – creating a better tomorrow than today."

Our vision is put into action through programs and a focus

on environmental stewardship, activities to benefit society,
and a commitment to build shareholder value by making
PepsiCo a truly sustainable company.

MISSION

Our mission is to be the world's premier consumer Products

Company focused on convenient foods and beverages. We
seek to produce financial rewards to investors as we
provide opportunities for growth and enrichment to our
employees, our business partners and the communities in
which we operate. And in everything we do, we strive for
honesty, fairness and integrity

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 “PEPSI CO HISTORY” AN
OVERVIEW

1893--Caleb Brad ham, a young pharmacist from

New Bern, North Carolina, begins experimenting
with many different soft drink concoctions; patrons
and friends sample them at his drugstore soda
fountain.

1898--One of Caleb's formulations, known as

"Brad's Drink," a combination of carbonated water,
sugar, vanilla, rare oils and cola nuts, is renamed
"Pepsi-Cola" on August 28, 1898. Pepsi -Cola
receives its first logo.
1902--The instant popularity of this new drink leads
Brad ham to devote all of his energy to developing
Pepsi-Cola into a full -fledged business. He applies
for a trademark with the U.S. Patent Offi ce,
Washington D.C., and forms the first Pepsi -Cola
Company.

The first Pepsi -Cola newspaper advertisements

appeared in the New Bern Weekly Journal .

1903--"Doc" Brad ham moves the bottling of Pepsi -

Cola from his drugstore into a rented warehouse; he
sells 7 ,968 gallons of syrup in the first year of
operation.

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Pepsi's theme line is "Exhilarating, Invigorating,
and Aids Digestion."

1904--Brad ham purchases a building in New Bern

known as the "Bishop Factory" for $5,000 and
moves all bottling and syrup operatio ns to this
location. Pepsi is sold in six -ounce bottles. Sales
increase to 19,848 gallons.

1905--Pepsi -Cola's first bottling franchises are

established in Charlotte and Durham, North
Carolina. Pepsi receives its new logo, its first
change since 1898.

1906--Pepsi gets another logo change, the third in

eight years. The modified script logo is created with
the slogan, "The Original Pure Food Drink." There
are 15 U.S. Pepsi bottling plants. The Pepsi
trademark is registered in Canada. Syrup sales rise
to 38,605 gallons.

The federal government passes the Pure Food and

Drug Act, banning substances such as arsenic, lead,
barium, and uranium, from food and beverages. This
forced many soft drink manufacturers, including
Coca-Cola, to change their formulas. Pepsi -Cola,
being free of any such impurities, claimed they
already met federal requirements.

1907--Pepsi -Cola Company continues to expand; the

company's bottling network grows to 40 franchises.

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Pepsi-Cola sells more than 100,000 gallons of
syrup.

Pepsi trademark is registered in Mexico. Syrup sales

rise to 104,026 gallons.

1908--Pepsi -Cola becomes one of the first

companies to modernize delivery from horse drawn
carts to motor vehicles. Two hundred fifty bottlers
in 24 states are under contract to make and sell
Pepsi-Cola.

1909--Automobile race pioneer Barney Old field

endorses Pepsi -Cola in newspaper ads as "A bully
drink...refreshing, invigorating, a fine bracer before
a race."

1910--The first Pepsi -Cola bottlers' convention is

held in New Bern, North Carolina.

1920--Pepsi theme line speaks to the consumer with

"Drink Pepsi -Cola, it will satisfy you."

1923--Pepsi -Cola Company is declared bankrupt and

its assets are sold to a North Carolina concern,
Craven Holding Corporation, for $30,000. Roy C.
Megargel, a Wall St reet broker, buys the Pepsi
trademark. Business and good will from Craven
Holding Corporation for $35,000, forming the
Pepsi-Cola Corporation.

1928--After five continuous losing years, Megargel

reorganizes his company as the National Pepsi -Cola

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Company, be coming the fourth parent company to
own the Pepsi trademark.

1931--U.S. District Court for Eastern District

Virginia declares the National Pepsi -Cola Company
bankrupt, the second bankruptcy in Pepsi -Cola
history. The Loft candy company acquires the
National Pepsi-Cola Company. Charles G. Goth,
president of Loft, assumes leadership of Pepsi and
commands the reformulation of Pepsi -Cola syrup
formula.

1933--By the end of the year, Goth‘s new Pepsi -

Cola Company is insolvent.

1934--A landmark year for Pepsi -Cola. The drink is

a hit and to attract even more sales, the company
begins selling its 12 -ounce drink for five cents (the
same cost as six ounces of competitive colas). The
12-ounce bottle debuts in Baltimore, where it is an
instant success. The cost savin gs proves irresistible
to Depression -worn Americans and sales skyrocket
nationally. Caleb Brad ham, the founder of Pepsi -
Cola and "Brad's Drink," dies at 66 (May 27th, 1867
February 19th, 1934).

1935--Guth moves the entire Pepsi -Cola operation

to Long Isla nd City, New York, and sets up national
territorial boundaries for the Pepsi bottler franchise
system.

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1936--Pepsi grants 94 new U.S. franchises and year -
end profits reach $2,100,000.

1938--Walter S. Mack, Jr., V.P. of Phoenix

Securities Corporation is ele cted President of the
Pepsi-Cola Company. Mack, who considers
advertising the keystone of the soft drink business,
turns Pepsi into a modern marketing company.

1939--The "Pepsi & Pete" comic strip introduces the

"Twice as much for a nickel" theme in newspa pers.
Pepsi-Cola Company names Mack as CEO.

The Board of Directors removes Guth from the

Pepsi payroll after he plans to personally acquire a
competing cola.

1940--Pepsi -Cola Company makes advertising

history with "Nickel, Nickel," the first advertising
jingle ever broadcast nationwide on radio.

1941--The New York Stock Exchange trades Pepsi's

stock for the first -time.
In support of the war effort, Pepsi's bottle crown
colors change to red, white, and blue.

1943--Pepsi's theme line becomes "Bigger Drink,

Better Taste."

1948 - - Corporate headquarters moves from Long

Island City, New York, to midtown Manhattan.

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1950--Alfred N. Steele becomes President and CEO
of Pepsi-Cola. Mr. Steele's wife, Hollywood movie
star Joan Crawford, is instrumental in promoting t he
company's product line.

Pepsi receives its new logo, which incorporates the

"bottle cap" look. The new logo is the fifth in Pepsi
history.

1953--"The Light Refreshment" campaign

capitalizes on a change in the product's formula that
reduces caloric conte nt.

1955--Herbert Barnet is named President of Pepsi -

Cola.
1959--Pepsi debuts at the Moscow Fair. Soviet
Premier Khrushchev and U.S. Vice President Nixon
share a Pepsi.
1960--Young adults become the target consumers
and Pepsi's advertising keeps pace with "Now it's
Pepsi, for those who think young."

1962--Pepsi receives its new logo, the sixth in Pepsi

history. The 'serrated' bottle cap logo debuts,
accompanying the brand's groundbreaking "Pepsi
Generation" ad campaign.

1963--After climbing the Pepsi ladd er from fountain

syrup salesman, Donald M. Kendall is named CEO of
Pepsi-Cola Company. Pepsi -Cola continues to lead
the soft drink industry in packaging innovations,
when the 12-ounce bottle gives way to the 16 -ounce
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size. Twelve-ounce Pepsi cans are first introduced to
the military to transport soft drinks all over the
world.

1964--Diet Pepsi, America's first national diet soft

drink debuts. Pepsi -Cola acquires Mountain Dew
from the Tip Corporation.

1965--Expansion outside the soft drink industry

begins. Frito-Lay of Dallas Texas and Pepsi -Cola
merge, forming PepsiCo, Inc. Military 12 -ounce
cans are such a success that full -scale commercial
distribution begins. Mountain Dew launches its first
campaign, "Yahoo Mountain Dew...It'll tickle your
innards."

1970--Pepsi leads the way into metrics by

introducing the industry's first two -liter bottles.
Pepsi is also the first company to respond to
consumer preference with light weight, recyclable,
Plastic bottles. Vic Bonomo is named President of
Pepsi-Cola. The Pep si World Headquarters moves
from Manhattan to Purchase, NY.

1974--First Pepsi plant opens in the U.S.S.R .

Television ads introduce the new theme line, "Hello,
Sunshine, Hello Mountain Dew."

1976--Pepsi becomes the single largest soft drink

brand sold in A merican supermarkets. The campaign
is "Have a Pepsi Day!" and a classic commercial,
"Puppies," becomes one of America's best -loved

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ads. As people get back to basics, Pepsi is there as
one of the simple things in life.

1977--At 37, marketing genius John Scu llery is

named President of -Pepsi-Cola.

1978--The Company experiments with new flavors.

Twelve-pack cans are introduced.

1980--Pepsi becomes number one in sales in the

take home market.

1981--PepsiCo and China reach agreement to

manufacture soft drinks, w ith production beginning
next year.

1982--Pepsi Free, a caffeine -free cola, is introduced

nationwide. Pepsi Challenge activity has penetrated
75% of the U.S. market.

1983--Mountain Dew launches the "Dew it to it"

theme.

1984--Pepsi advertising takes a dramatic turn as Pepsi

becomes "the choice of a New Generation."
Lemon Lime Slice, the first major soft drink with real fruit
juice, is introduced, creating a new soft drink category,
"juice added." In subsequent line of extensions, Mandarin
Orange Slice goes on to become the number one orange
soft drink in the U.S. Diet Pepsi is reformulated with
NutraSweet (aspartame) brand sweetener.

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1985--After responding to years of decline, Coke loses to
Pepsi in preference tests by reformulating. However, the
new formula is met with widespread consumer rejection,
forcing the re-introduction of the original formulation as
"Coca-Cola Classic."
The cola war takes "one giant sip for mankind," when a
Pepsi "space can" is successfully tested aboard the space
shuttle.
By the end of 1985, the New Generation campaign earns
more than 58 major advertising and film-related awards.
Pepsi's campaign featuring Lionel Ritchie is the most
remembered in the country, according to consumer
preference polls.

1986--Chairman Donald M. Kendall retires and is

succeeded by D. Wayne Calloway. 7UP
international is acquired in Canada.
Pepsi-Cola acquires Mug Root Beer.

1987-- Pepsi -Cola President Roger Enrico is named

President / CEO of Pepsi Co Worldwide Beverages.
Pepsi-Cola World Headquarters mov es from
Purchase to Somers, New York. After a 27 -year
absence, Pepsi returns to Broadway with the lighting
of spectacular new neon sign in Times Square.

1988--Craig Weather up is appointed President/CEO

of Pepsi-Cola Company.

1989--Pepsi lunges into the n ext decade by

declaring Pepsi lovers "A Generation Ahead." Chris

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Sinclair is named President of Pepsi -Cola
International. Pepsi -Cola introduces an exciting new
flavor, Wild Cherry Pepsi.

1990--American Music Award and Grammy winner

rap artist Young MC writ es and performs songs
exclusively for national radio ads for Pepsi. Ray
Charles joins the Pepsi family by endorsing Diet
Pepsi. The slogan is "You Got the Right One Baby."

1991--Craig E. Weather up is named CEO of Pepsi -

Cola North America, as Canada become s part of the
company's North American operations. Pepsi
introduces the first beverage bottles containing recycled
polyethylene terephthalate (or PET) into the marketplace.
The development marks the first time recycled plastic is
used in direct contact with food in packaging.

1992--Pepsi -Cola launches the "Gotta Have It"

theme which supplants the longstanding "Choice of
a New Generation." Pepsi -Cola and Lipton Tea
Partnership is formed. Pepsi will distribute single
serve Lipton Original and Lipton Brisk pro ducts.
Crystal Pepsi: a refreshing, clear soda that is
caffeine free has 100% natural flavors, no
preservatives and is low in sodium, goes national.

Mountain Dew introduces the popular theme line,

"Get Vertical."

1993--Brand Pepsi introduces its slogan, "B e

Young. Have Fun. Drink Pepsi." Pepsi -Cola profits

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surpass $1 billion. Pepsi introduces an innovative
24-can multi pack that satisfies growing consumer
demand for convenient large -size soft drink
packaging. "The Cube" is easier to carry than the
tradition al 24-pack and it fits in the refrigerator.

1994--New advertising introducing Diet Pepsi's

freshness dating initiative features Pepsi CEO Craig
Weather up explaining the relationship between
freshness and superior taste to consumers.
Pepsi Foods Internatio nal and Pepsi -Cola
International merge, creating the PepsiCo Foods and
Beverages Company.

1996--In February of this year, Pepsi makes history

once again, by launching one of the most ambitious
entertainment sites on the World Wide Web. Pepsi
World eventual ly surpasses all expectations, and
becomes one of the most landed and copied, sites in
this new media, firmly establishing Pepsi's presence
on the Internet.

1997--In the early part of the year, Pepsi pushes into

a new era with the unveiling of the Generat ion Next
campaign. Generation Next is about everything that
is young and fresh; a celebration of the creative
spirit. It is about the kind of attitude that challenges
the norm with new ideas, at every step of the way.

PepsiCo. Announces that, effective Oc tober 6th, it

will spin off its restaurant division to form Tricon

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Global Restaurants, Inc. Including Pizza Hut, Taco
Bell, & KFC, it will be the largest restaurant
company in the world in units and second -largest in
sales.

1998--Pepsi celebrates its 100t h anniversary

PepsiCo. Chairman and CEO Roger A. Enrico

donate his salary to provide scholarships for
children of PepsiCo employees.

2000--Although Pepsi is a great place to work,

Steven Truitt (aka 'struitt') takes his skills and hard
work elsewhere (for more money of course!),
therefore putting an end to his Pepsi page! For

More information about Pepsi, choose a search

engine and search for 'Pepsi' or visit
www.pepsi.com or www.Pepsi Co.com.

As an MNC, on the globe, Pepsi Foods Ltd is one of

the largest soft drink companies in the world with its
head quarters in New York.

Pepsi entered the Indian soft drink market in 1998

and began its production in May 1990 and soon it
was giving the local contenders to run for their
money in the soft drink market. It c omes out with
dazzling marketing innovation that rocket the cola
market line selling the product through function,
Pepsi outlets. Pepsi‘s success in creating a brand

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almost from scratch in India is the stuff that
marketing case studies are made of. Given t he
problems of doing business in markets like ours,
Pepsi entered the market as an under -dog. Its first
even advantage- it entered before Coke returned -was
considerable reduced by the enormous export
obligations stepped on the company. Yet right from
the beginning, Pepsi demonstrated a far more
focused approached .So while it entered the market
like any other MNC, it was quick to adapt, It
realized that consumers, particularly the youth, to
whom it consciously reached out, would identify
better with a brand that they see as global, yet
Indian, Pepsi was built as a desi brand. Hence its
deliberate attempt to build ad campaigns using the
popular Hinglish In the process, slogans like, ‗ Y E HI
HA I RIG HT CHO ICE BAB Y – A HA ‘ and ―Y EH DIL

MA ANGE MORE ‖ became part of India‘s popular

consciousness. When Pepsi lost the bidding battle to
sponsor a Cricket tournament to coke, the loss was
turned into triumph with the catch line, ―Nothing
official about it‖. It cashed in on the untapped
consumer aspiration in smaller towns, the hinterlands
of metropolitan cities and now days the slogan which
is on air is ―Y EH P YA AS HAI BADI ‖

It showed a rare ability not only to survive, but also

grow through India‘s tortuous policy twists and
turns, which threw many other MNC‘s off balance.
Its top management team did not suffer from the
frequent changes seen at rival, Coke Consequently, it
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was able to unlike coke, which paid enormous prices
to buy out established local brands, and Pepsi
brought its own stuff over, and pushed those
aggressively with dealers, retailers and consumers.
Right now, it can bark its outstanding success in
building a brand that has become synonymous with
soft drinks across the length and breadth of the
country.

30 | P a g e
 SALES AND MARKETING
HIERARCHY OF

PEPSICO INDIA.

MUM – Marketing Unit Manager: In charge of specific

zones (e.g. north, south, east, west) and report to the
corporate Office.

UM - Unit Manager: In charge of day to day operations

and supervision of all the functions within the organizations
including operations, logistics, sales and distribution,
marketing. The Unit Manager reports to the MUM.
31 | P a g e
TDM - Territory Development Manager: TDM is the in
charge of the sales and distribution network of a particular
territory within a zone. Responsible for the daily, monthly
and annual sales within the territory decides the daily
schemes for products and incentives for salespersons. He is
also responsible for cost effectiveness, profit generation
and profit maximization within the territory.

ADC - Area Development Coordinator: Reports to the

TDM, and is in charge of a C & F center and the distributor
point in the area. He is directly responsible for any issues in
the area and is supposed to ensure the smooth functioning
of the entire sales and distribution network in the area.
ADC is responsible for timely disposal of any issue faced
by the retailers. He decides and approves the boards,
displays and hoardings in the area.

CE - Customer Executive: Reports to the ADC and is in

charge of the salespersons. He is required to visit the
market and accompany every salesperson as frequently as
possible. He is the first person to get information about the
market / area and is the first contact if the salespersons or
retailers face issue. Responsible for assigning and
achieving daily sales target given to the salespersons.

32 | P a g e
PSR – Pre-sales Representative: They are the most
important asset for the company as they are the ones who
sell the products, are responsible for acquiring new
customers, and retain the old ones. Their work also
includes informing the retailers about the promotions and
any new scheme launched. They are also required to push
for the sale of any new product launched in the market and
make sure that the retailers are following the company
guidelines regarding the launch and the maintenance of
Visi coolers. They report to the CE.

DA – Delivery Agent: These are the people who are

responsible for delivering the PepsiCo products to the
retailers at their outlet with the help of delivery van. Their
duty is to supply the products on the basis of invoice issued
by the company.

33 | P a g e
 Pepsi Mountain Dew Mug Root Beer

 Pepsi  Mountain Dew  Mug Root Beer

 Caffeine Free  Diet Mountain  Diet Mug Root
Pepsi Dew Beer
 Diet Pepsi  Caffeine Free  Mug Cream
 Caffeine Free Mountain Soda
Diet Pepsi Dew  Diet Mug
 Diet Pepsi Max  Mountain Dew Cream Soda
 Jazz Diet Pepsi Code Red No Fear
 Diet Pepsi  Diet Mountain  No Fear
Lime Dew Code  No Fear Mother
 Diet Pepsi Red load
Vanilla  Mountain Dew  Sugar Free No
 Pepsi Wild Livewire Fear Mother
Cherry  Mountain Dew load
 Diet Pepsi Wild Voltage
Cherry Dole (License)
 Pepsi ONE AMP Energy
Sierra Mist  Dole juices and
 Sierra Mist  AMP Energy juice drinks
 Diet Sierra  AMP Energy  Dole Plus
Mist Sugar Free fortified juices
 Sierra Mist  AMP Energy
Cranberry Overdrive Outside North
Splash  AMP Energy America
 Sierra Mist Prelaunch
Free  AMP Energy  Mirinda
Cranberry Traction  7UP
Splash  AMP Energy (International)
Elevate  Pepsi Limón
Tropicana  AMP Energy  Kas
Shot  Teem
 Tropicana  Pepsi Max
lemonade and SoBe  Pepsi Light
punches  Manzanita Sol
 Tropicana  SoBe juice  Paso de los
Light drinks, dairy, Toros
lemonade and and teas  Fruko
punches  SoBe Lean diet  Evervess
 Tropicana juice drinks,  Yedigun
Twister sodas dairy, and teas  Shani
 SoBe Life  Fiesta
Ocean Spray Water  D&G (License)
(License)  SoBe  Mandarin

34 | P a g e
 Adrenaline (License)
 Ocean Spray Rush  Radical Fruit
juices
 Ocean Spray Aquafina
juice drinks
 Ethos Water  Aquafina
(License)  Aquafina
 Manzanita So Flavor Splash
Slice  Aquafina
 Fruit Works Sparkling
juice drinks
 Mirinda Starbucks
(Partnership)

 Frappuccino
ready-to-drink
coffee
 Starbucks
Doubleshot
 Starbucks
Double shot
Energy
 Starbucks Iced
Coffee

Lipton
(Partnership)

 Lipton Brisk
 Lipton Iced Tea
 Lipton Pure
Leaf

35 | P a g e
PEPSICO INDIA’S EXPANSIVE
PORTFOLIO

Refreshment beverages

36 | P a g e
Sports drinks

100% natural fruit juices and juice based drinks

Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low

calorie options– Diet Pepsi and 7Up Light; hydrating and
nutritional beverages such as Aquafina drinking water,
isotonic sports drinks - Gatorade, and 100% natural fruit
juices and juice based drinks – Tropicana, Tropicana
Twister and Slice. Our local brands – Lehar Everest Soda,
Dukes Lemonade and Mangola complete our diverse
spectrum of brand

37 | P a g e
PEPSICO SKU’s

38 | P a g e
 FUTURE PLAN OF PEPSICO

Pepsi plans low-cost beverages, snacks to fight

anemia

PepsiCo India expects to test-market its products to fight

anemia among rural women sometime next year. The soft-
drinks major are working on low-cost prototypes of both
beverages and snacks that can deliver the benefit.

Mr. Sanjeev Chadha, Chairman, PepsiCo India, in an

interview to Business Line, said, ―The price of the product
has to be affordable to the bottom of the pyramid; we are
looking at a consumer price of between Rs 1 and Rs 2 per
serve.‖

This is a global project, he said, with India being the lead

country. The product is being developed through close
teamwork between our local R&D teams and our global
experts. ―The team is making rapid progress. We tried
some very exciting prototypes in the past month. The next
major step will be clinical trials to ensure that the product
delivers in the Indian environment,‖ he elaborated. As per
the National Family Health Survey 2005-06, 50 per cent of
young Indian women, irrespective of income, suffer from
iron deficiency.

Aug 7, Frito-Lay India announces Chitrangda Singh as

-
2009 the new face of Aliva

Aug 3, TA Sekar & Wasim Akram Impressed with

-
2009 India‘s Gen-Next of pace bowling at the

39 | P a g e
 Gatorade Centre for Pace Excellence

Aug 3, PepsiCo‘s Nimbooz makes its debut in Tamil

-
2009 Nadu

July 29, PepsiCo India shows revolutionary results with

-
2009 its Direct Seeding initiative

July 27, PepsiCo's Nimbooz makes its debut in

-
2009 Karnataka

July 27, Pace Legend Wasim Akram inaugurates

-
2009 "Gatorade centre for pace excellence ―in Delhi

June 4, Frito-Lay India Delivers a Cracker of a Launch

-
2009 with Aliva

June 1,
- PepsiCo Doubles Investment in India in 2009
2009

May 27,
- Pepsi‘s ‗First Ball ka Captain‘
2009

May 12, Think gold this summer with 7UP ‗Sone Ke

-
2009 Nimbu‘ offer

May 12, Pepsi signs on boxing champion Vijender

-
2009 Singh as its new Brand Ambassador!

May 09,
- Diet Pepsi dons a new look and gets slimmer
2009

April 28, Kurkure Desi Beats in a Crunchy Wheat

-
2009 Avatar!

April 15, Nimbooz gives ‗Ekdum Asli Indian‘ tadka to

-
2009 IPL ‗09

Pepsi Bowls Youngistaan over - Exciting, New,

April 01,
- Promotion at the ICC World Cup Twenty 20,
2009
England '09

40 | P a g e
 PepsiCo ushers a wave of change with the all
March
- new, punchier & more powerful Pepsi for
19, 2009
Andhra Pradesh

March Mountain Dew unveils its new thematic TVC

-
05, 2009 for 2009 'Darr Ke Aaagey Jeet Hai'

March Mountain Dew unveils its new thematic TVC

-
05, 2009 for 2009 'Darr Ke Aaagey Jeet Hai'

February Pepsi to quench the thirst of mighty Mumbai

-
27, 2009 Indians at IPL 2009

February 7UP partners with Chennai Super Kings for IPL

-
27, 2009 2009

February PepsiCo launches Nimbooz, India's favorite

-
27, 2009 nimbu paani

February Katrina and Slice entice consumers to give into

-
25, 2009 Pure Mango Pleasure with its new campaign

February Mirinda unveils its Summer Campaign for

-
23, 2009 Tamil Nadu with Asin

Gatorade launches fast bowling training

February
- academy in India ropes in Wasim Akram to
13, 2009
coach budding pace bowlers

February Pyaas badi ya connection? Pepsi re-thinks for

-
11, 2009 ‗Youngistaan‘

February Refresh your senses with 7UP's new thematic

-
05, 2009 campaign - 'Mood ko do Lemon ka Lift'

January Pepsi partners with T-10 Gully Cricket as its

-
29, 2009 official beverage sponsor!

41 | P a g e
 CHAPTER III

RESEARCH DESIGN AND

METHODOLOGY

INTRODUCTION

Marketing Research is a process of collecting and

analyzing marketing and ultimately to arrive at a certain
conclusion. Aradhana Soft Drink Company Is a concern
which is marketing the product having different brands of
soft drink. Thus a survey method of marketing research is
essentially exploratory in nature. Thus I opted for
―Questionnaire‖ method for conductive survey about the
marketing of Pepsi through retailer in Kanpur (south)
region.

Data source: - The various source of information

broadly divided in 2 categories.

(a) Primary source:-

Source from where first hand information are

gathered directly are called primary source and
information thus collected is called primary data. In
this study the primary data was collected from
RETAILER.

42 | P a g e
(b) Secondary source: -

The data that are c ollected for other purposes already

exist somewhere is called secondary data. With
regard to my study the secondary sources where
records of the company, Magazines, websites,
previous research on relevant topic and newspapers .

Research Type:-

Exploratory research: -

Exploratory research provides insights

into and comprehension of an issue or situation. It should
draw definitive conclusions only with extreme caution.
Exploratory research is a type of research conducted
because a problem has not been clearly defined.

Data collection technique

1) Primary Data: - Questionnaire Method.

2) Secondary Data:- Website, Books, company

publications & previous years project report.

43 | P a g e
Sample Description

1. Sampling technique: -

Non-probability sampling (judgmental)

2. Sample size: - 100 retailers supplying PepsiCo

brands in Kanpur south.

Sample analysis was done by means of statistical

tools.

44 | P a g e
 CHAPTER IV

CONCEPTUAL BACKGROUND

“Market survey of PepsiCo Retailers on display

effectiveness”

The information related to the objectives of the study i.e.

A personal interview with each retailer with the

help of questionnaire was selected as the method of
collecting information regarding my objectives of the
study. The questionnaire was used in Kanpur (south) to
facilitate tabulation and analysis of data was designed for
segment retailers.

I have collected the information regarding the display of

the product in visi-cooler from PepsiCo retailers that how
they are performing the task about the display of the
product. Whether they are following the company
guidelines or setting their own standard while putting soft
drink visible to the consumer in the premise of their outlet
as a part visual merchandising.

The questionnaire was prepared by me and I was also filled

questionnaire myself while interviewing the retailers. I used
to go every outlet which is given by company and these
outlets were not performing up to the mark of PepsiCo‘s

45 | P a g e
guideline. For interview as far as those languages were
used which they can understand clearly; such as Hindi &
English. This is a comprehensive master plan of the study
undertaken, given a general statement of the method used
and procedure followed.

These information were collected through the questionnaire

method which included questions on finding out
information related to Planogram, status of visi-charging,
impact of prime location of Visi-cooler on sale & display of
the products in the premise of outlet as a part of
merchandising.

The display of the products plays a very significant

role in marketing of cold -drinks.

Display can be termed as the orderly, systematic,

logical & intelligent way of putting stock on the
floor. It has several aspects and involves SKU
planning, store windows & floor dis plays, signs,
space design, fixture & hardware, props and
mannequins. As retailing becomes increasingly
complex, creating the right atmosphere in the store
and presenting the merchandise in the right manner
becomes more & more important.

To produce good di splay, it is vital to understand the

product and the customer. Good display means a
selling space that is neat, easy to see, follow and
shop. It means merchandise arranged in a manner
that enables the customer to buy quickly, efficiently
and comfortably.

46 | P a g e
Planogram

A Planogram is a tool used by the retailer that helps

determine the location of merchandise within a
department. It is a diagram that visually
communicates how merchandise and props
physically fit onto a store fixture or window, to
allow for pro per visibility and price point options. A
Planogram is created after taking into account
factors like product sales, the movement of the
products within the product category and the space
required for various products. They usually list the
exact number of square feet used for the various
products and the exact number of products to be
displayed in a particular

The various tools adopted by the company for

improving display effectiveness are as follows

DISPLAY ADVERTISMENT

Display advertising is a type of advertising that typically

contains text (i.e., copy), logos, photographs or other
images, location maps, and similar items. In periodicals,
display advertising can appear on the same page as, or on
the page adjacent to, general editorial content. In contrast,
classified advertising generally appears in a distinct section,
was traditionally text-only, and was available in a limited
selection of typefaces.
47 | P a g e
Display advertisements are not required to contain images,
audio, or video: Textual advertisements are also used where
text may be more appropriate or more effective. An
example of textual advertisements is commercial messages
sent to mobile device users.

One common form of display advertising involves

billboards.

ADVERTISMENT

Advertising is a form of communication used in helping

sell products and services. Typically it communicates a
message including the name of the product or service and
how that product or service could potentially benefit the
consumer. Advertising often attempts to persuade potential
customers to purchase or to consume more of a particular
brand of product or service. Modern advertising developed
with the rise of mass production in the late 19th and early
20th centuries.

Many advertisements are designed to generate increased

consumption of those products and services through the
creation and reinvention of the "brand image". For these
purposes, advertisements sometimes embed their
persuasive message with factual information. There are
many media used to deliver these messages, including
traditional media such as television, radio, cinema,
magazines, newspapers, video games, the carrier bags,
billboards, mail or post and Internet marketing. Today, new

48 | P a g e
media such as digital signage is growing as a major new
mass media. Advertising is often placed by an advertising
agency on behalf of a company or other organization.

Organizations that frequently spend large sums of money

on advertising that sells what is not, strictly speaking, a
product or service include political parties, interest groups,
religious organizations, and military recruiters. Non-profit
organizations are not typical advertising clients, and may
rely on free modes of persuasion, such as public service
announcements.

Money spent on advertising has increased dramatically in

recent years. In 2007, spending on advertising has been
estimated at over $150 billion in the United States and $385
billion worldwide, and the latter to exceed $450 billion by
2010.

While advertising can be seen as necessary for economic

growth, it is not without social costs. Unsolicited
Commercial Email and other forms of spam have become
so prevalent as to have become a major nuisance to users of
these services, as well as being a financial burden on
internet service providers. Advertising is increasingly
invading public spaces, such as schools, which some critics
argue is a form of child exploitation. In addition,
advertising frequently uses psychological pressure (for
example, appealing to feelings of inadequacy) on the
intended consumer, which may be harmful.

49 | P a g e
BANNER

A banner is a flag or other piece of cloth bearing a symbol,

logo, slogan or other message. Banner-making is an ancient
craft.

The word derives from late Latin bandum, a cloth out of

which a flag is made (Latin banderia, Italian bandiera).
German developed the word to mean an official edict or
proclamation and since such written orders often prohibited
some form of human activity, bandum assumed the
meaning of a ban, control, interdict or excommunication.
Banns has the same origin meaning an official
proclamation, and abandon means to change loyalty or
disobey orders, semantically "to leave the cloth or flag".

ADVERTISING BANNER

These are often made commercially on a plastic

background. The banner industry has been evolving from
the traditional cut-vinyl banners to banners printed with
large format & wide format inkjet printers on various vinyl
and fabric materials using solvent inks and up-curable inks.

Advertisements on the Internet which carry the shape of a

banner are also commonly called "banners".

50 | P a g e
BILLBOARD

A billboard is a large outdoor advertising structure (a

billing board), typically found in high traffic areas such as
alongside busy roads. Billboards present large
advertisements to passing pedestrians and drivers.
Typically showing large, ostensibly witty slogans, and
distinctive visuals, billboards are highly visible in the top
designated market areas. Bulletins are the largest, most
impactful standard-size billboards. Located primarily on
major highways, expressways or principal arterials, they
command high-density consumer exposure (mostly to
vehicular traffic). Bulletins afford greatest visibility due not
only to their size, but because they allow creative
"customizing" through extensions and embellishments.
Billboards are a great place to advertise business because
rather than you having to find your customers, your
customers will find your advertising.

Posters are the other common form of billboard advertising,

located chiefly in commercial and industrial areas on
primary and secondary arterial roads. Posters are a smaller
format than bulletins and are viewed principally by
residents and commuter traffic, with some pedestrian
exposure.

POSTER

A poster is any piece of printed paper designed to be

attached to a wall or vertical surface. Typically posters

51 | P a g e
include both textual and graphic elements, although a
poster may be either wholly graphical or wholly textual.
Posters are designed to be both eye-catching and convey
information. Posters may be used for many purposes, and
they are a frequent tool of advertisers (particularly of
events, musicians and films), propagandists, protestors and
other groups trying to communicate a message. Posters are
also used for reproductions of artwork, particularly famous
works, and are generally low-cost compared to original
artwork. Another type of poster is educational posters,
which may be about a particular subject for educational
purposes. Many people also collect posters, and some
famous posters have themselves become quite valuable,
collectors and vintage posters are usually framed and
matted. Posters may be any size.

SIGNAGE

Signage is any kind of visual graphics created to display

information to a particular audience. This is typically
manifested in the form of way finding information in places
such as streets or inside/outside of buildings.

Types of signage:

 Oil Stock sign - massive signage for Oil Stockade.

 Street signage - signs stamped out of metal with
lettering embossed or printed (or both).

52 | P a g e
  Neon signage - Electric lighting
 Modular signage - A signage system that consists of
pre designed elementary units.
 Custom-made signage - Signs that are built from
scratch to suit a specific requirement presented by a
client or a specific project.
 MCFT (Modular Curved Frame Technology) — A
contemporary fusion between custom-made signage
and modular sign systems that features a curved
profile.
 LED sign (light-emitting diodes technology) — LED
lighting

Architectural Signage/Way finding Systems - A unified

system of signs for a single facility that aid in way finding
and identification of specific destinations within the
facility. Signs include building and room identification
signs, directional and informational signs and regulatory
signs. In the US, all such systems must comply with the
ADA.

53 | P a g e
 CHAPTER V

DATA PRESENTATION, ANALYSIS AND

INTERPRETATION

There are more than 200 outlets are exist in study area
including Rawatpur, Pandu nagar & Ashok nagar but due to
time constraint those outlets are given to me by Sameer sir
which are not performing better up to the mark of
PepsiCo‘s guidelines. In Ashok nagar area only 48 outlets
are assigned to me & remaining outlets I had visited were
under the aegis of Rawatpur & Pandu nagar.

Areas covered by me are

1) Rawatpur
2) Ashok nagar
3) Pandu nagar

54 | P a g e
Type of outlet

Outlet type Respondents %age

Convenience 38 38
Grocery 45 45
Eatery 17 17
Total 100 100%

outlet type

17%

38%
conveniance
grocery
eatery

45%

Interpretation: from the above chart we can conclude that

grocery shop (45%) followed by convenience store (38%)
are having majority of PepsiCo outlet.
55 | P a g e
1. Most popular brands of PepsiCo.

Brands Respondents %age

Pepsi 08 08
Mirinda 27 27
7up 15 15
Mountain dew 43 43
Slice 07 07
Total 100 100%

Most popular brands

7% 8%

27% Pepsi
Mirinda
7up
43%
Mountain dew
Slice

15%

Interpretation: from the above chart we can observe that

Mountain Dew (45%) followed by Mirinda (27%) is the
leading brands (in terms of sales) of PepsiCo in Kanpur
south.

56 | P a g e
 2. Effect of advertisement on sales.

Parameter Respondents %age

Yes 66 66
No 34 34
Total 100 100%

advertisment effect

34%

Yes
No

66%

Interpretation: The above pie chart suggests that sales of

PepsiCo brands are affected by advertisement campaign.

57 | P a g e
 3. Seasonal shortage of popular PepsiCo brands.

Option Respondents %age

0 times 07 07
1 times 12 12
2 times 35 35
More than 2 times 46 46
Total 100 100%

Sessional shortage of brands

7%
12%

46% 0 times
1 times
2 times
More than 2 times
35%

Interpretation: From the above pie chart it is clear that

majority of the retailer faces shortage of soft drinks 2 or
more than 2 times.

58 | P a g e
4. Scheme attraction, provided by PepsiCo.

Schemes Respondents %age

Free bottles on crate 48 48
Monopoly discount 31 31
Brands display scheme 06 06
Target based profit 15 15
Total 100 100%

schemes by PepsiCo

15%

6%

48% Free botteles on crate

Monopoly discount
Brands display scheme
Target based frofit
31%

Interpretation: The above chart clearly shows that 48% of

the retailers like free bottles scheme followed by 31% who
prefer monopoly discount.

59 | P a g e
 5. Behavior of PepsiCo officials.

Behavior Respondents %age

Excellent 03 03
Good 12 12
Satisfactory 41 41
Poor 31 31
Very poor 13 13
Total 100 100%

officials behaviour
13% 3%
12%

Excellent
Good
Satisfactory
31% Poor
Very poor
41%

Interpretation: It is clear from the above chart that

behavior of officials is not up to the mark. Only 56%
retailers are satisfied (including excellent, good &
satisfactory behavior).
60 | P a g e
 6. Performance level of visi-cooler.

Performance Respondents %age

level
Excellent 21 21
Good 58 58
Satisfactory 09 09
Poor 09 09
Very poor 03 03
Total 100 100%

visi-cooler performance
3%
9%
21%
9%

Excellent
Good
Satisfactory
Poor
Very poor

58%

Interpretation: from the above chart we can conclude that

performance level of visi-cooler is up to the mark. It is
happen due to frequent visit of technician.

61 | P a g e
 7. Retailer’s opinion on planogram (POG).

Option Respondents %age

Strictly followed 04 04
Wastage of time 27 27
Followed with 45 45
some changes
Useless 24 24
Total 100 100%

Responses for Planogram

4%
24%
27%
Strictly followed
Wastage of time
Followed with some changes
Useless

45%

Interpretation: The above chart shows activation of

planogram in which 45% of the retailers had said that some
changes is necessary followed by 27% of the retailers who
said that it is wastage of time.

62 | P a g e
8. Status of visi-charging on avg. customer visit.

Visi charging status Respondents %age

0-20% 02 02
21-40% 34 34
41-70% 45 45
More than 70% 19 19
Total 100 100%

Visi charging status

2%
19%

34%

0-20%
21-40%
41-70%
More than 70%

45%

Interpretation: from the above chart we can conclude that

avg. visi charging is lies between 41% to 70%. This is not
up to the avg. level fixed by PepsiCo.

63 | P a g e
 9. Daily Sales of PepsiCo products in crates in a day.

No. of crates Respondents %age

1 to 2 07 07
2 to 4 12 12
4 to 6 58 58
More than 6 23 23
Total 100 100%

daily sales of crates

7%
23% 12%

1 to 2
2 to 4
4 to 6
More than 6

58%

Interpretation: from the above pie chart we can assume

that 58% of the retailers sold the 4 to 6 crates per day
followed by 23% retailers who sell more than 6 crates.

64 | P a g e
10. Peak session for soft drink sale.

Session Respondents %age

Jan. to mar. 00 00
April to June 56 56
July to sep. 44 44
Oct. to dec. 00 00
Total 100 100%

Sessional sale of soft drink

0%

44%
Jan. to mar.
April to june
56% July to sep.
Oct. to dec.

Interpretation: it is clear from the above chart that the sale

of PepsiCo products is more in April to June session

65 | P a g e
11. Effectiveness of Sales promotion technique of PepsiCo regarding
Nimbooz.

Promotional Respondents %age

effectiveness
Excellent 00 00
Good 27 27
Satisfactory 51 51
Poor 19 19
Very poor 03 03
Total 100 100%

Sales promotion technique of Nimbooz

3% 0%
19% 27%

Excellent
Good
Satisfactory
Poor
Very poor

51%

Interpretation: it is inferred from the above table that the

Sales promotion technique of its newly launched product
Nimbooz is satisfactory in the eyes of retailers.

66 | P a g e
12. Sales impact of prime location of visi-cooler.

Option Respondents %age

Highly increased 37 37
Medium increased 29 29
Low increased 20 20
No effect 14 14
Total 100 100%

prime location impact on sale

14%

37%

20% Highly increased

Medium increased
Low increased
No effect

29%

Interpretation: from the above chart we can conclude that the location of visi-cooler in
outlet play very vital role in improvement of sales.

67 | P a g e
13. Display of crates as a part of Merchandising in outlet.

Crate display Respondents %age

2 to 4 27 27
4 to 6 42 42
6 to 8 20 20
More than 8 11 11
Total 100 100%

Merchandising
11%
27%

20%
2 to 4
4 to 6
6 to 8
More than 8

42%

Interpretation: from the above chart we can infer that 42% outlets are displaying the 4
to 6 crates as a part of merchandising.

68 | P a g e
14. Problem solving approach of PepsiCo officials.

Option Respondents %age

1 to 2 days 21 21
2 to 3 days 15 15
3 to 4 days 19 19
More than 4 45 45
Total 100 100%

problem solving approach

21%

45%
1 to 2 days
2 to 3 days

15% 3 to 4 days
More than 4

19%

Interpretation: from the above chart we can conclude that PepsiCo is not considering
much focus on retailer‘s problem.

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15. Satisfaction from execution done by PepsiCo.

Option Respondents %age

Yes 24 24
No 68 68
Can‘t say 08 08
Total 100 100%

Satisfaction from execution

8%
24%

Yes
No
Can’t say

68%

Interpretation: from the above chart we can infer that 68% of the retailers are not
satisfied by the execution done by PepsiCo at their outlet.

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 CHAPTER VI

FINDINGS, SUGGESTIONS & CONCLUSION

FINDINGS

 On the basis of questionnaire I have found that sale of mountain dew is more as
compare to the other soft drink brand of PepsiCo.
 Most of the retailers like free bottles scheme because it is more profitable than
monopoly & target based benefit respectively.
 I was also observed that official‘s behavior is not up to the mark because there are
lots of complained by retailers regarding visit of the official‘s at their outlet.
 Majority of the retailers are satisfied with the performance level of their visi-cooler
 It has seen that retailers are not happy about the activation of planogram. They think
that it is affecting their sale.
 58% of the respondents sells 4 to 6 crates in a day, while 23% retailers sells more
than 6 crate each day.
 Peak session of sales of soft drink is April to June, 56% retailers agree with this
statement; while 44% said that peak session is July to Sep.
 There is a very good response of newly launched product Nimbooz.
 Prime location of visi-cooler plays very vital role in improvement of soft drink sales.
 42% of the retailers display 4 to 6 crates as a part of merchandising, while 27%,
20%, & 11% are followed by displaying 2 to 4, 6 to 8, & more than 8 respectively.
 45% of the retailers are unhappy with PepsiCo because they are very careless
about sorting out their problem.
 I have found that 68% of the retailers are not satisfied with the execution done by
PepsiCo.

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SUGGESTIONS

 PepsiCo should start the manufacturing of its own

packaged water pouch under the brand of Aquafina so
that there will be no problem of Visi-impurity. From
this step PepsiCo‘s product line as well as its revenue
would be increased.
 Company should motivate their competent and honest
salesman so that they could provide schemes to the
retailers & make them happy
 Supply van from warehouse should be departed on
time so that there would be no delay in delivery of
product. From this step retailers will be happier.
 It is often seen that some salesman‘s don‘t intimate
schemes to the retailer & few of the retailer complaint
about it. So there should be frequent visits of
Customer Executives to their respective areas to keep
the shop-keepers benefited with various schemes.
 Most of the retailers are complaining about non-
fulfillment of commitment regarding their leakage &
breakage. Company should make sure that the retailers
get fulfill their commitment on this issue so that they
will be satisfied.
 PepsiCo should try to give some credit facility to the
distributors & retailers so that they can bring brands
more than their credit worthiness & try to sell
maximum no of SKU from their outlet.
 Proper feedback system should be develop by its
officials & ensure a randomly visit of outlet by them.
It will help to build a strong & healthy relationship
between company & retailer

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CONCLUSION

 The study reveals that the market share of Pepsi

in Rawatpur & Ashok nagar area is 61% as
compared to Coca-Cola is 39%. Thus Pepsi
having a clear edge over Coca -Cola.
 Services after sales of Pepsi is not up to
satisfaction level is because, I found that few
retailers are active in display of Visi coolers and
glow sign boards provided by the company. But
in few outlets display system is out of order or
not properly working for the last few months or
a year, thus Pepsi management being casual in
this area. The rival company Coca -Cola being
very quick in this area.
 Number of route vehicles for delivery of goods
is less than the required on e for proper coverage
of whole area of Kanpur. Thus, just -in-time and
efficient delivery is affected.
 Comparative advantage of Pepsi -field sales
personals are there to keep an eye on the whole
market and to approach where the problem
arises. Two way commun ications occurs for
transparency in business. Whereas Coca -Cola
Company is weak in this fields.
 The study reveals the immediate steps are not
taken in the replacement of damaged or
breakage goods. The rival company. Coca -Cola
is very quick in this area and efficient also.

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 The study reveals that there is lack of POP
(point-of-purchase) materials in few areas of
Kanpur region.

 The study reveals that the commitment of

supplying gift items or incentive is not carried
out on scheduled time.
 The study reveals th at in prompting soft drinks
in a market, advertising media like glow sign
boards, hoardings, painting etc. plays a vital role
in grabbing interest of an outlets to sell soft
drinks. Some areas of Kanpur region are not
equipped somehow with these advertisin g
media. This media of advertising is used by both
the companies (Pepsi & Coca -Cola) only for its
consumer. This helps the company to let the
consumer know what their product is all about to
an edge its competitors.
 The study reveals that the Cola flavor o f Pepsi is
very mild in taste as compared to the Cola brand
of coca-cola, Thumps up.

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 BIBLIOGRAPHY

REFRENCE BOOKS

 G.C. Beri, Marketing Research, 3rd edition, Mc Millan

India Ltd.
 Ramaswamy & Namakumari, Marketing
Management, 3rd edition, Mc Millan India Ltd.
 Philip Kotler, Marketing Management, 11th edition,
Prentice hall of India.
 C.R. Kothari, Research Methodology
 Swapna pradhan, Retailing Management, 2nd edition,
TATA McGraw-Hill publishing co.

WEBSITES

 www.Pepsico.com
 www.Pepsizone.com
 www.google.com
 www.pepsiindia.com
 www.wikipedia.com
 www.scribd.com
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 APPENDIX/ANNEXURE

QUESTIONNAIRE

Name of outlet: .…………………………

Contact no. .…………………………

Outlet ID: ………………………….

Owner‘s name: ………………………….

Type of outlet:

(a) Convenience (b) Grocery

(c) Eatery (d) Pan shop

(1) Which brand you sell the most from your outlet?

a) Pepsi b) Mirinda

c) 7up d) Mountain Dew

e) Slice

(2) Did the advertisement affect the sale of your outlet?

a) Yes b) No

(3) How many times you faced the shortage of the popular
brand of PepsiCo in a session?

a) 0 times b) 1 times

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c) 2 times d) more than 2 times

(4) Which type of scheme‘s provided by PepsiCo attracts

you?

a) Free bottles on crate b) Monopoly discount

c) Brand Display scheme d) Target based benefits

(5) What kind of behavior do officials have?

a) Excellent b) good

c) Satisfactory d) poor

e) Very poor

(6) What is the performance level of Visi-cooler?

a) Excellent b) good

c) Satisfactory d) poor

e) Very poor

(7) What do you think about Plano gram (POG)?

a) Strictly followed b) wastage of time

c) Followed with some changes d) useless

(8) On an average customer visit, what is the status of Visi-

charging?

a) 0-20% b) 21-40%

c) 41-70% d) more than 70%

(9) How many crates you sell in a day?

a) 1 to 2 b) 2 to 4

c) 4 to 6 d) more than 6

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(10) In which session sale of soft drink is more?

a) Jan. to Mar. b) April to June

c) July to Sep. d) Oct. to Dec.

(11) In your opinion, up to what extent sales promotion

technique of PepsiCo regarding Nimbooz has been
succeeded? (Level wise)

a) Excellent b) Good

c) Satisfactory d) Poor

e) Very poor

(12) What is the impact of prime location of Visi-cooler on

your sale?

a) Highly increased b) Medium increase

c) Low increase d) No effect

(13) How many crate‘s you display in the premise of your

outlet as a part of merchandising?

a) 2 to 4 b) 4 to 6

c) 6 to 8 d) more than 8

(14) PepsiCo sort out your problem within-

a) 1 to 2 days b) 2 to 3 days

c) 3 to 4 days d) more than 4 days

(15) Are you satisfied with the execution done by PepsiCo

at your outlet?

a) Yes b) No

c) Can‘t say

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PLANOGRAM

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