Beruflich Dokumente
Kultur Dokumente
PGDM 2009-11
Summer Internship Project Report
On
“Brand Promotion” & “Market Research”
Undertaken at
THE LUMBINI BEVERAGES PVT. LTD.
PATNA
Prepared by:
RUPESH KUMAR
PGDM (09-11/43)
1
SUMMER INTERNSHIP 2010
Company Feedback Format
(To be provided on Company Letterhead)
Dear Sir,
Thanks in Anticipation.
For:
Career Management Centre,
IILM College of Management Studies,
Greater Noida.
2
Company Feedback Format
(To be provided on Company Letterhead)
Company: LUMBINI BEVERAGE PVT.LTD.
Location: Hajipur Industrial Area
Intern Name: Mr. RUPESH KUMAR(PGDM-09-43)
Internship Commencement Date: 15/04/2010
Internship Completion Date: 15/06/2010
Presentation Skills
Attendance/Reliability/
Dependability
Team Spirit
Receptibility
Target Achievement
Employability
Total
Remarks/Suggestions
MDM'S CERTIFICATE
PERFORMANCE IS SATISFACTORY.
4
ACKNOWLEDGEMENT
The summer project at LUMBINI BEVERAGE PVT. LTD. at
PATNA has been an enriching the experience the learning of the project
light of the day without the help of certain individuals. I would like to
LTD. at PATNA.
I would like to thank all my faculty members for their kind support
RUPESH KUMAR
PGDM (09-11)/43
IILM-CMS, GREATER NOIDA
5
DECLARATION
I am, RUPESH KUMAR, hereby declare that this project is
RUPESH KUMAR
PGDM (09-11)/43
IILM-CMS, GREATER
NOIDA
6
TOPIC
CONTENT
------------------------------------------------------------- PAGE NO.
PREFACE ----------------------------------------------------------- 08
INTRODUCTION---------------------------------------------------- 09
HISTORY-------------------------------------------------------------- 17
COMPANY PROFILE---------------------------------------------- 46
THEORETICAL PERSPECTIVE-------------------------------- 71
RESEARCH METHODOLOGY---------------------------------- 77
CONCLUSION------------------------------------------------------- 115
QUESTIOIRE--------------------------------------------------------- 116
REFERENCES------------------------------------------------------- 119
7
PREFACE
As an integral part as curriculum all PGDM a participant are
when he get the job after completed the curriculum in this training
skills.
8
INTRODUCTION
INTRODUCTION
India with a population of more the 100 crores in potentially one of
9
purchased by individual primarily quench their thirst the market and
more or less content of an soft drinks is same, The market of soft drink is
market with their products with different brand names. In such a situation
different factors which influence the people choice for soft drinks are
advertisement. The Govt. of India has considered the soft drinks industry
Thus in a country like India where more than 50% of the total
population exists below poverty line, the consumer cannot afford such
high price for soft drinks. As a result the trading activities of the soft
drinks industry are concentrated in and around big cities and town where
crores with per capita consumption of soft drinks at a low of seven bottle
per annum (even Pakistan has a per capita consumption of 14; in China
10
distribution of goods and services in the market to give maximum
market, and also determining about potential market and make better
11
OBJECTIVES OF THE STUDY
A project cum training is an essential part of PGDM. This study
1. To determine the factors which persuade the dealer for sale of Pepsi?
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IMPORTANCE OF THE STUDY
The 6 to 8 weeks summer training is very important for a student of
There is no certain formula for any particular problem but the aim
Activities" aspect and also it is seen how business is taken tactfully when
gives much importance in this study. Though only in eight weeks it was
developed.
13
PEPSICOP MISSION STATEMENT
"PepsiCo" overall mission is to increase the value of our
14
LIMITATION OF THE STUDY
Although all efforts have been made to study all start of population
as compared to the topic of study, universe size & sample size findings
of study will be considered only on the Urban Area and will be applied in
but not the least the study will try to find out the real depth of the actual
1. Since the product under study was a consumer goods which requires
respondents was too small for it. But time & money did not allow
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4. The sample selected is not purely random sample but it is convenient
so that the result of the survey don't have any high degree if statistical
significance.
(a) The respondents know right answer to the question put to them.
7. Region i.e., urban area therefore the result are applicable to Patna
region only, these findings may not have much relevance in other
by the respondents.
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HISTORY
History of Pepsi
History of Pepsi in India
History of Soft Drinks in Bihar
History of the Lumbini Beverages Pvt.Ltd.
17
HISTORY OF PEPSI
fountain.
combination of carbonated water, sugar, vanilla, rare oils and cola nuts,
first logo.
fledged business. He applies for a trademark with the U.S. patent Office,
18
1903 - "Doe" Bradham moves the bottling of Pepsi-Cola from his
Digestion".
"Bishop Factory" for $ 5,000 and moves all bottling and syrup operations
19,848 gallons.
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."
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The federal govt. - passes the Pure Food and Drug Act, banning
substances such as arsenic, lead, barium, and uranium from food and
104,026 gallons.
hundred fifty bottlers in 24 states are under contract to make and sell
Pepsi-Cola.
20
1920 - Pepsi theme line speaks to the consumer with "Drink Pepsi-
Cola, it will satisfy you."
$30,000.
business and good will from Craven Holding Corporation for $35,000,
1931- U.S. District Court for Eastern District Virginia declares the
Pepsi-Cola history.
21
1933 - By the end of the year, Goth's New Pepsi-Cola company is
attract even more sales, the company begins selling its 12-ounce drink
for five cents (the same cost as six ounces of competitive colas).
City, New York, and sets up national territorial boundaries for the Pepsi
reach $2,100,060.
1939 - The "Pepsi & Pete" comic strip introduces the "Twice as
Mack as CEO. The board of Directors removes Guth from the Pepsi
on the radio. The jingle was "Nickel Nickel" an advertisement for Pepsi
Cola that referred to the price of Pepsi and the quantity for that price
"Nickel Nickel" became a hit record and was recorded into fifty-five
languages.
1941 - The New York Stock Exchange trades Pepsi's stock for the
first time.
Pepsi receives its new logo, which incorporates the "Bottle Cap"
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
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Pepsi-Cola continues to lead the soft drink industry in packaging
innovations, when the 12-ounce bottle gives way to the 16-ounce size.
debuts.
begins.
industry's first two-liter bottles. Pepsi is also the first company to respond to
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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
American supermarkets.
Pepsi Cola.
market.
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1983 - Mountain Dew launches the "Dew it to it"
Lemon Lime Slice, the first major soft drink with real fruit juice, is
sweetener.
The cola war takes "one giant sip for mankind," when a Pepsi
27
featuring Lional Richie is the most remembered in the country, according
D. Wayne Calloway.
Root Beer.
New York. After a 27 year absence, Pepsi returns to Broadway with the
Cola Company.
1989 - Pepsi lunges into the next decade by declaring Pepsi lovers
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Pepsi-Cola introduces an exciting new flavor, Wild Cherry Pepsi.
Young MC writes and performs songs exclusively for national radio ads
for Pepsi. Ray Charles joins the, Pepsi family by endorsing Diet Pepsi.
championship.
becomes one of the most landed and copied, sites in this new media, finely
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1997 - In the early part of the year, Pepsi pushes into a new era
spirit. It is about the kind of attitude that challenges the norm with new
PepsiCo. announces that, effective October 6th, it will spin off its
Hut, Taco Bell, & KFC, it will be the largest restaurant company in the
Pepsi introduces Pepsi One - the first one calorie drink without that
diet taste!
'struitt') takes his skills and hard work elsewhere (for more money of
information about Pepsi, choose a search engine and search for 'Pepsi'
30
HISTORY OF PEPSI IN INDIA
As an MNC, on the globe Pepsi foods Ltd. one of the largest soft
Wink companies in the world with its head quarters in New York.
Pepsi entered the Indian soft drink market in 1988 and began its
production in May 1990 and soon it was giving the local contenders the
run for their money in the soft drink market. It comes out with dazzling
marketing innovation that rocket the cola market line selling the product
almost from scratch in India is the stuff that marketing case studies that
is made of. Given the problems of doing business in markets like ours,
while it entered the market like any other MNC, it was quick to - adapt, it
reached out would identify better with a brand that they see as global,
yet Indian, Pepsi was built as a desi brand. Hence it deliberate attempt
slogans like, "YEHI HAl RIGHT CHOICE BABY". "YEH DIL MAANGE
triumphs with the catch line, nothing official about it". It cashed in on the
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
Pepsi brought its own stuff over, and pushed those aggressively with
dealers, retailers and consumers. Right now, it can bark its outstanding
PEPSI DISTRIBUTION
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The COBO structure is as under:
Pepsi Co food limited and Pepsi India holding (Production & Plant)
The company can hold its ideas to the franchise who may be
NORTHERN LEVEL
1. Barabanki - (U.P)
2. Barelly - (U.P)
3. Varanasi - (U.P)
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4. Ferozabad - (U.P)
5. Agra - (U.P)
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In 1990:
and Pop singer Remo. The theme was "Feel the music". "Are you
ready for the Magic?' Went the jingle and this ad ends with opening of
Pepsi bottle.
In 1992:
The famous and unforgettable punch line "Yehi Hai Right Choice
Baby - Aha!" was introduced with Remo and twelve years old Penny
vaz.
In 1993:
This time also Amir Khan, Aishwarya & Sanjana have done the
In 1994:
and Azhar in which Sachin and Kambli fight for Pepsi bottle and in the
Meanwhile Azhar comes and takes the bottles. This ad also ended with
the same punch line "Yehi Hai Right Choice Baby - Aha!"
In 1995:
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In this commercial when Akshay is given another soft drinks, then
the kid in the audience shouts "Hai Akshay Pepsi" and he gets back
his magic. And this aid also ends with the same punch line.
In 1996 :
Pepsi for his friend. He dodges the dog and with this he tries to show
that Pepsi is the active choice to get for which the customer can do
Rahunga".
In the same year the slogan "Nothing Official About it", was
In 1997:
In 1998:
In this year Pepsi has again involved many Cricket stars for
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cool ahead", "Generation Next". Beside this it has flashed many
Mirinda for Mirinda (Lemon) the commercial aid done by the Bollywood
with help of punch line "Jor ka Jhatka Dheere se Lage" which is ruling
heart throbbing of millions. Apart from all these commercial Pepsi has
In 1999:
World Cup '99 was sponsored by Pepsi Co. The aid featured
Shahrukh Khan and Sachin Tendulkar and the Punch line "Yeh Dil
In 2000:
In 2002:
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In 2003:
Preeti Zinta with the punch line "Mausam Garam Hai Pepsi Ke Liye
In 2003:
Khan in ad. Also an aid was featuring Sachin Tendulkar, Shane Warne
In 2004:
this Yojana would get the opportunity to watch the TOSS with Saurav
In 2005:
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Singh, Zaheer Khan, and Mohd. Kaif etc. on the theme: "Oye Bubli
Oye Bubli".
In 2007:
In 2008:
In 2009:
In 2010:
dhoni (Captain of Indian Cricket Team) & Ram Charan (Tamil Actor).
39
HISTORY OF SOFT DRINKS IN BIHAR
The soft drink market in India is quite wide. The production of soft
drinks was started on 27th March 1967 with the installation of Coca Cola
Ltd. In 1977 with the advent of Janta Party Govt. It created trouble for
monopolized the soft drink market in Bihar and took a lion's share of the
projects from the industry that even after McDowell's pure drinks and
local drinks entered into the market; they would not complete with Parle.
Once again with the liberalization of economy in 1991 Pepsi Food Ltd.
owned by Kamanis in collaboration with the Birla group which was once
the bottling plant for Coca-Cola. Through Parle range of products still
captures a large share of Bihar's soft drinks. Market vet Pepsi range of
40
product is giving it a tough competition in all flavors i.e. Cola, Orange
and Lemon.
there are two bottling plants, the Orient Beverages Ltd. for Parle, now
41
HISTORY OF THE LUMBINI BEVERAGES PVT. LTD.
Indian Market with its name, PFL (Pepsi Foods Ltd.) it started bottling its
1991. Late D.N. Kamani installed this very bottling unit in 1969. The
company entered the soft drink with the introduction of Coca-Cola and
used to eater for the markets of ‘Bihar, parts of Bengal, Orissa and
to set up this bottling plant of Hajipur Industrial Area, Vaishali having this
42
capacity i.e. 600 bottles per minute and it will be the first plant in Bihar
completed of establishment, yet in the very first season it has given its
under :
PEPSI
MIRINDA (Orange)
MOUNTAIN DEW
7UP
SLICE (Mango)
TROPICANA
43
Price (In April, 2010)
Soda (LEHAR
130/24
everess)
44
Price/Case 200 ml 250 ml 300 ml 600 ml 1 ltr. 2 ltr.
Mountain Dew
336/24
(Slim cane)
TROPICANA
Mango 470/30 783/12
TROPICANA(SUGAR-FREE)
Mango 522/30 887/12
45
COMPANY PROFILE
Organizational Setup
Product Profile
Manufacturing Process of LBPL
Marketing Activators
Marketing Strategy
46
ORGANIZATIONAL SET UP
Managing Director
Director
CEO COO
TDM MDM
BDM MDC
CE ME
PSR MERCHANDISER
SALES PERSON
47
PRODUCT PROFILE
S.No. No. of Product Quantity Colour Flavour
1 Pepsi Cola 200ml Burnt - Sugar Cola
2 Pepsi Cola 300ml Burnt - Sugar Cola
3 Pepsi Cola 600ml Burnt - Sugar Cola
4 Pepsi Cola 2000ml Burnt - Sugar Cola
Pepsi Cola (Slim
5 250ml Burnt - Sugar Cola
Cane)
Pepsi Cola
6 330ml Burnt - Sugar Cola
(Cane)
Pepsi Cola
7 200ml Sunset Orange
(Cane)
8 Mirinda (Orange) 300ml Sunset Orange
9 Mirinda (Orange) 600ml Sunset Orange
10 Mirinda (Orange) 2000ml Sunset Orange
15 7 UP 200ml None Colour Lime
16 7 UP 300ml None Colour Lime
17 7 UP 600ml None Colour Lime
18 7 UP 2000ml None Colour Lime
19 7 UP (Slim Cane) 250ml None Colour Lime
20 7 UP (Cane) 330ml None Colour Lime
21 Mountain Dew 200ml None Colour Lime
22 Mountain Dew 600ml None Colour Lime
23 Mountain Dew 2000ml None Colour Lime
24 Slice 250ml Mango Mango
25 Slice 500ml Mango Mango
26 Slice 1200ml Mango Mango
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Orange Apple
Mango
27 Tropicana 200ml Brown
Pineapple
Mixed
Orange Apple
Mango
28 Tropicana 1000ml Brown
Pineapple
Mixed
Soda (LEHAR
31 300ml …… ……
evervess)
Soda (LEHAR
32 600ml …… ……
evervess)
33 Aquafina 1000ml …… ……
MANUFACTURING PROCESS OF
LUMBINI BEVERAGES PVT. LTD.
Lumbini Beverages Pvt. Ltd. A private owned company at
The company manufactures the product in two lines. The first line is
PET (600, 2 ltr.) and 2nd line is of 200 ml & 300 ml. The factory bottling
unit is capable of producing 1200 per minute (200 ml & 300ml). The
49
products are of PEPSI soft drinks, like Pepsi, 7UP (Orange, Lemon),
(Mineral water). The factory came into operation in 14th April, 1998.
COMPANY LEADERSHIP
PRODUCTION PROCESS
For any production to start it requires definite raw materials. A soft
1. Sugar
3. Water
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4. Essence
5. Crown cork
7. Plastic Crates
1. Sugar :
High purity crystal sugar is required to produce the sugar syrup for soft
drinks. The main and a dependable supplier if M/s KCP Ltd. of Madras.
Requirement of sugar has been estimated at 786 gm per crate for all
flavors.
3. Water :
The entire requirement of water is met from the high yielding deep
tube wells with pumps which have been considered in the plant. The
51
4. Essence :
5. Crown Cork :
manufactures.
6. Glass Bottles :
Lumbini Beverages Pvt. Ltd. takes flint & green glass bottle from
7. Plastic Crates :
52
METHOD OF PRODUCTION
Process :
1. Treatment of water.
2. Preparation of syrup
4. Washing of Bottles
6. Testing of products
1. Treatment of water :
Stored water from the tube well is being treated in the water
Chlorine.
53
Next it is send to sewed-filter to remove the turbidity. All impurities
get settles at the base and are removed. Then it is send to the carbon
tank where all the micro-organisms and chlorines are removes. The
water so obtained is completely free from any kind of impurity and can
much as 50 r.p.m.
2. Preparation of Syrup :
concentrates. This room is well equipped with several tanks and filter.
Next it is send through a machine called "filter press" where the syrup is
filtered.
in the syrup tank. These are fine steel made syrup tanks. These tanks
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3. Preparation of Carbon dioxide charged liquid :
From syrup tank, syrup comes to the purified carbon dioxide gas
4. Washing of bottles :
Bottles for washing are placed on the conveyer which goes inside the
bottles are again treated with 2% caustic soda of 120 degree F. In the
third compartment bottles are treated with soft water. Time duration in each
compartment is 10 minutes.
Carbonated syrup is filled in the filter machine from this machine syrup
is poured into the bottles in calculated amount. The exact rate of filling in
600 bottles p.m. Meanwhile crowner machine helps in closing the tight
6. Testing of products :
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Finally the finished syrup during bottling is tested in laboratory to meet
maintain the standard and uniformity in products the sugar contents and
making and production are also done to ensure that the product is free
Thus we see that from beginning to end of the products in process, entire
operation is untouched by human hands. Only when the bottles are sealed
they are lifted off by the hands and placed in the cases.
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MARKETING ACTIVITIES
MARKET SEGMENTATION
PROMOTIONAL ACTIVITIES
MERCHANDISING POLICY
57
MARKET SEGMENTATION
The soft drink being a FMCG product has a wider and scattered
different scattered market. The entire market is -broken down into the
following segments.
etc.
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(B) HOME MARKET :
PROMOTIONAL ACTIVITIES
Promotional activities play a greater and important role in the
marketing effort carried out by PEPSI CO. It is for more create and
The tools used by Lumbini Beverages Pvt. Ltd., for fulfilling the
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(i) Point of purchase :
common Panwala knows that people buy with their eyes. Every item of
sale in a shop is displayed in front where people can see it at the first sight.
It is the same with all the shops and vendors in towns either selling
drink is bought a impulse on the spur of the movement. Thus the product
The Dealer at special event sport places the Banners and Stall of
Pepsi's products. Like Picnic, Cricket Match, Social Activities are also
Hoarding
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MERCHANDISING POLICY
In today's fast moving industry and highly competitive market, only
penetrate and get embedded into the perpetual space of the consumer's
believes that "Jo Dikhta Hai Wahi Bikta Hai" i.e. any product which is
METHODS OF MERCHANDISING :
Visicooler placement
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Glow signboard
Paintings
Crate Stacking
Umbrella
Banners
Display
Special Schemes
DISTRIBUTION CHANNEL OF
LUMBINI BEVERAGES PVT. LTD.
To make its products available at the right place, at the right time
in the market, at the right place, the sales department of the company
The company right from its beginning stage maintains single type
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COMPANY
DISTRIBUTOR
RETAILER/DEALERS
COSUMERS
ABOUT DISTRIBUTORS :
cannot take the delivery from the company. They have to take it from
Depending upon market each distributor in its initial stage, deposit some
them. After getting for the proper authority from the sales department,
63
they take the delivery from the shipping department paying the requisite
target of sales. They can be also dropped when they don't follow the
when they are engaged in black marketing, loading etc. But the
The supply of soft drinks to the distributors depends upon the ups
and downs in the sales. But, in the initial stages, the distributors have to
agreement between the company and the' distributors. In the last stages
the company and its retailers. On the other hand there are no definite
and fixed criteria from the selection for appointment of retailers from the
other shopkeeper can have the stall for the sale of soft drinks and they
concerning distributors for better sales and at the time or taking delivery
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they have to deposit the security that is the change for the empty bottles
but are controlled to some extent by the company also, as they have to
they are given some incentives also. They are fully independent to gear
MARKETING STRATEGY
Marketing strategy is the complete and unbeatable plan designed
65
market objective indicates what the firm indicates, what the firm wants
When the Pepsi Food Company entered in the fudian soft drink
clue stars, sport stars and famous personalities from different fields. It
has attracted the young generation and of course increase the sale of
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MARKETING STRATEGY
The set of controllable tactical tools : A product, place service and
promotion (4p's) that the firm blends to produce the response it wants in
consuming groups.
services or the sum of the values that consumers exchange for the benefits
process striking the level of price that is accepted to the firm as well as
consumer.
67
4P's policies of the Pepsi products :
Products :
Price :
68
Pepsi charges the reasonable prices for a product or service to the
Place :
trying to reach at every route urban and village areas. The company has
Promotion :
69
(POP), Display, Customer Service Programmed and Demonstration Free
Sample.
200ml.
Cola
70
THEORETICAL PERSPECTIVE
71
PROMOTIONAL ACTIVITIES OF DEALERS
Promotional activities consist of various means of communication
about the firm and its product that have greater credit with public
than advertisement.
promotion mix, sales promotion is the only one method that makes use
the sales for the distributor and the consumer transacting a sale.
72
publicity, that stimulate consumer purchasing and dealer
Sales
Sl.No. Meaning Objectives
Promotion
To encourage
Offering at lower than the immediate sales, attract
1 Price off offers
normal price. on users, induce new
product trial.
To encourage more
Offering more quantity of the longer duration selling
same product at no extra cost highest or excess
2 Quantity off offer or a very normal increase in quantity movement from
the price the larger quantity the factory, trade up
packs. dealer for higher quantity
pack size.
To encourage purchase,
Offer of an article of stimulate loyality, off
merchandise as an incentive season sales promotion,
3 Premium
in order sell product or induce trial of new
service. product, ensure reach of
premium to the dealer.
Sales
Sl.No. Meaning Objectives
Promotion
To encourage
immediate sales,
Offering at lower than the
1 Price off offers attract on users,
normal price.
induce new product
trial.
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To encourage more
Offering more quantity of longer duration selling
the same product at no highest or excess
Quantity off
2 extra cost or a very normal quantity movement
offer
increase in the price the from the factory, trade
larger quantity packs. up dealer for higher
quantity pack size.
To encourage
purchase, stimulate
Offer of an article of loyality, off season
merchandise as an sales promotion,
3 Premium
incentive in order sell induce trial of new
product or service. product, ensure reach
of premium to the
dealer.
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PROMOTIONAL ACTIVITIES IN
LUMBINI BEVERAGES PVT. LTD.
entire marketing efforts. Without these aspects a quality product can not
survive in the market. Advertising and sales promotion tools are most
essential for the modem global marketing. This chapter has therefore
The two basic objectives for carrying out such various promotional
The tool used by L.B.P.L for fulfilling the various purposes of its
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Free Bottle scheme.
Rack Display.
Umbrella Display.
Lucky Draw.
Prizes
76
RESEARCH METHODOLGY
Meaning of Research
Marketing Research
Role of Research in Marketing
Research Design
Research Hypothesis Development
Data Collection
Sampling Plan
Limitations
Research Methodology Used
77
MEANING OF RESEARCH
Research in common parlance refers to a search for knowledge.
One can also define research as a scientific and systematic search for
MARKETING RESEARCH
According to American Marketing Association (AMA)
any particular area of marketing , but is applicable to all its phases and
aspects.
current scenario which improves his information base for making sound
the major areas in which research plays a key role in making effective
78
decision. Marking research has become very crucial in taking sound
marketing decisions.
RESEARCH DESIGN
Research design is the plain, structure, and strategy of
outline or the scheme and the strategy shows how the research will be
analysis of data.
79
According to Bernard S. Philips - "Research design is the
choice."
what procedures".
house, which lays down the method and procedure for the collection of
study.
80
3. Research design in case of Hypothesis testing research studies.
themselves.
following purpose.
the marketer e.g. users of the product, potential users. Non users,
on.
behave in an certain way for example the proportion of consumers who are
prone to deals.
81
Hypothesis Development
Lumbini Beverage Pvt. Ltd." As per the topic the assumptions are :
dealer/retailer.
June and July) July execution will increase the sales volume of the
company.
Now, the research design will be selected which will be help for
market study and then this study will prove that develop hypothesis is
true or not.
82
DATA COLLECTION
The information needed to further proceed in the project had been
SOURCES OF DATA
(a) Primary data : Primary data are the fresh data collected for the
first time by designing open samples by the organization. These data are
very much crucial for the management and it assist the management in
The survey method was used because it is the most useful method
to know the availability of the Pepsi brand against Coca-Cola brands. The
customers were chosen randomly for this purpose. For this purpose of
study under survey method the structural interviews were conducted with the
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1. Observation Method
2. Interview Method
3. Questionnaire Method
4. Through Schedules
a. Warranty Cards
b. Distributor audits
c. Pantry Audits
d. Consumer Panels
(b) Secondary data : Any data which have been gathered earlier by other
Data fitness are not up to mark i.e. there is variation in the unit of
design, etc.
84
Accuracy problem - one can not get the accurate data to use for
man and other company people and sales report of the company.
SAMPLING PLAN
Sampling plays a vital role in carrying out any marketing research
study. There would be hardly any marketing research study which does
PROBABILITY SAMPLING
85
1. Simple Random sampling :
or some other random selection procedure that ensure that each sampling
unit making up the defined target population has a known, equal non zero
target population, researchers select a random starting point for the first
applied to select every 10th member from the random starting point until
the necessary sample is drawn. This sampling method is used such that
the entire list is covered, no matter of the starting point. This method
accomplishes the same end goal of the SRS method, and is more
efficient.
86
sub- populations, referred to as strata. After the strata are segmented, a
population values.
4. Cluster Sampling :
the others. Researchers randomly select a few areas, and then conduct
can select more areas and take samples from each of those areas. The
1. Convenience sampling :
87
homogeneous and the individuals interviewed are similar to the overall target
2. Judgmental sampling :
experienced individual's belief that they will meet the requirements of the
3. Quota sampling :
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It is economical as traveling costs can be reduced. An
interviewer need not travel all over a town to track down pre-selected
sample, it will become more expensive through it will have less selection
bias.
random sample can avoid by sing quota sampling. Also, the problem of
4. Snowball sampling :
qualifying a set of initial prospective respondents who can, in turn, help the
interviewing one person, the interviewer would solicit the person's help to
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Members of the dermed target population who might not hold similar beliefs
type of sample.
of execution of Pepsi.
LIMITATIONS
Although the study has been done with proper care, certain
shortcomings could not be ruled out which are beyond the reach of
researchers control.
universe can't be taken into consideration for the study which of course
respondents and dealers/retailers were selected from the assign but not the
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(c) Biased information : In some case biased information was
dealers/retailers in Patna.
Data :
91
In this research I have used both the methods of data collection
The basic focus of the survey was to find out the areas where the
SAMPLING METHOD :
of Patna for which this sample size was considered a fair representative
No. of respondents
Research design :
92
During the research I have used the descriptive and diagnostic
objectives with sufficient precision to ensure that the data collected are
relevant.
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DATA ANALYSIS
&
INTERPRETATION
Key Analysis
SWOT Analysis
Findings
94
SPECIAL REFERENCE TO LUMBINI BEVERAGE PVT. LTD.", the
complete area was divided into 12 major geographical areas.
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KEY ANALYSIS
1.Which brands of soft drinks do you deal in?
AREA WISE DATA PRESENTATION
Sr. Area Total Only % Only % Both % None %
No Pepsi Coca-
. cola
1 Chandmari 9 0 0 4 7.018 5 7.58 0 0
road
2 Postal park 14 1 5 5 8.772 7 10.6 1 5.56
3 Tempoo 10 0 0 1 1.754 9 13.6 0 0
Stand Road
4 Hanuman 7 1 5 3 5.263 3 4.55 0 0
Nagar
5 South K 13 1 5 5 8.772 6 9.09 1 5.56
Bagh Road
6 Colony 13 0 0 6 10.53 6 9.09 1 5.56
Area
7 Chitragupta 10 1 5 5 8.772 3 4.55 1 5.56
Nagar
8 Main Road 14 4 20 4 7.018 4 6.06 2 11.1
K Bagh
9 Bhootnath 10 2 10 3 5.263 5 7.58 0 0
Road
10 Karbigahiya 8 0 0 3 5.263 1 1.52 4 22.2
11 Mitha Pur 30 5 25 12 21.05 7 10.6 6 33.3
12 Kadam 23 5 25 6 10.53 10 15.2 2 11.1
Kuan
Total 161 20 100 57 100 66 100 18 100
14
12
10
1.Brands Deal In Pepsi
8
1.Brands Deal In Coca-cola
6
1.Brands Deal In Both
4 1.Brands Deal In None
2
0
1 2 3 4 5 6 7 8 9 10 11 12
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DATA PRESENTATION OF THE WHOLE AREA
1.Brands Deal in
No of respodents Percentage
Only Pepsi 20 14
Only Coca-cola 57 40
Both 66 46
Total 143 100
INTERPRETATION:
According to observation most of the outlets in the above areas of
Patna (Kankarbagh, Mithapur & Kadam Kuan) sell both products Pepsi
and Coca-Cola, but Coca-Cola's products (especially Thumps Up &
Sprite) are sold more than Pepsi's products.
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2. Which company has provided you the Refrigerator?
AREA WISE DATA PRESENTATION
Sr. Area No. Only % Only % Both % None %
No Of Pepsi Coca-
Shop cola
1 Chandmari 9 0 0 3 4.76 2 4.08 4 12.12
road
2 Postal park 14 1 6.25 5 7.93 5 10.2 3 9.091
3 Tempoo 10 0 0 4 6.34 4 8.16 2 6.061
Stand Road
4 Hanuman 7 0 0 4 6.34 1 2.04 2 6.061
Nagar
5 South K 13 1 6.25 5 7.93 5 10.2 2 6.061
Bagh Road
6 Colony Area 13 0 0 6 9.52 5 10.2 2 6.061
7 Chitragupta 10 1 6.25 6 9.52 2 4.08 1 3.03
Nagar
8 Main Road K 14 3 18.8 4 6.34 4 8.16 3 9.091
Bagh
9 Bhootnath 10 1 6.25 4 6.34 4 8.16 1 3.03
Road
10 Karbigahiya 8 0 0 4 6.34 0 0 4 12.12
11 Mitha Pur 30 4 25 12 19.01 7 14.3 7 21.21
12 Kadam Kuan 23 5 31.3 6 9.52 10 20.4 2 6.061
Total 161 16 100 63 100 49 100 33 100
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DATA PRESENTATION OF THE WHOLE AREA
2.Refrigerator
No of respondents Percentage
Only Pepsi 16 12.5
Only Coca-cola 63 49
Both 49 38
Total 128 100
INTERPRETATION :
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3. Which company gives better triad margin?
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DATA PRESENTATION OF THE WHOLE AREA
3.Trade Margin
No of respodents Percentage
Only Pepsi 65 51
Only Coca-cola 41 32
Both 22 17
Total 128 100
INTERPRETATION :
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Q.4 Which company takes back damage products?
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DATA PRESENTATION OF THE WHOLE AREA
4.Damage Return
No of respodents Percentage
Only Pepsi 16 13
Only Coca-cola 63 49
Both 49 38
Total 128 100
INTERPRETATION :
and Coca-Cola takes back damage products on time, but some told that
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5. Which company provides you new scheme and offer
more?
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DATA PRESENTATION OF THE WHOLE AREA
INTERPRETATION :
brands. But as a whole 70% respondent told both provide new scheme.
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6.Which company gives better response during complain
handeling?
AREA WISE DATA PRESENTATION
Sr. Area No. Of Only % Only % Both %
No. Shop Pepsi Coca-
cola
1 Chandmari road 9 0 0 6 7.5 3 6.25
2 Postal park 14 1 6.67 7 8.75 5 10.42
3 Tempoo Stand Road 10 0 0 5 6.25 5 10.42
4 Hanuman Nagar 7 1 6.67 4 5 2 4.16
5 South K Bagh Road 13 1 6.67 7 8.75 4 8.33
6 Colony Area 13 0 0 7 8.75 5 10.42
7 Chitragupta Nagar 10 0 0 8 10 1 2.08
8 Main Road K Bagh 14 3 20 6 7.5 3 6.25
9 Bhootnath Road 10 2 13.3 5 6.25 3 6.25
10 Karbigahiya 8 0 0 4 5 0 0
11 Mitha Pur 30 3 20 14 17.5 7 14.58
12 Kadam Kuan 23 4 26.7 7 8.75 10 20.83
Total 161 15 100 80 100 48 100
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DATA PRESENTATION OF THE WHOLE AREA
6.Complain Handling
No of respondents Percentage
Only Pepsi 15 10
Only Coca-cola 80 56
Both 48 34
Total 143 100
INTERPRETATION :
Pepsi.
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7. Which company’s supply is better?
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DATA PRESENTATION OF THE WHOLE AREA
7.Better Supply
No of respondents Percentage
Only Pepsi 36 25
Only Coca-cola 63 44
Both 44 31
Total 143 100
INTERPRETATION :
Coca-cola both supply are good but Coca-cola takes better response
regarding Pepsi.
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SWOT ANALYSIS
After doing eight weeks field work & through survey I can make it
out the SWOT Analysis for Lumbini Beverages Pvt. Ltd. as well as for
Pepsi Brand.
STRENGTH
1. Though, It has strong brand equity and brand image. It can survive
in the most competitive situation.
4. Distribution is effective.
8. Production house in well built. Still, the company has not fault by there
are many problems in dealers.
9. Pepsi also provides new schemes and after that helps in dealer
promotion.
WEAKNESS
OPPORTUNITY
THREATS
FINDINGS
1. Pepsi has made an impact in all over India. Most of the
people they are going to prefer Pepsi brand.
2. Pepsi has built a brand image about itself due to good
positioning of its product and quality.
3. Only Pepsi provides new scheme and offer.
4. The route agent and sales representative give the
information about new scheme and offer to the dealers or retailers.
5. Most of the dealers or retailers were demanded visicooler
to keep only Pepsi's products.
6. There is lack of display material like board, banners, glow
signs etc. in most of the areas of Patna.
7. LBPL (Pepsi's) one of the company that gives highest
trade margin.
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8. There is the number of exclusive counter of Pepsi is less
than their competitor.
9. The demand of 200 ml. bottles of Pepsi is more.
10. 600 ml Bottles of Pepsi are sold more than 2 Itr.
bottles.
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SUGGESTION
&
RECOMMENDATIONS
The above study elicits that the department of Lumbini Beverages
2. As most of the dealers have complaint that the salesman does not tell
them about schemes. For this before launching any scheme company
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6. The commitment of supplying gifts items or incentive should be
because they can convince to retailers easily and sold out the product in
the market.
advertisement media impartially to all the parties of all areas which will as
9. Distributor and retail outlets feed back should be taken time to time
so as to trace the actual existing problem related to there and the market.
10. Company should develop policy, so that the soft drinks are made
11. Leakage and blasted bottles are per policy of the company are
taken back but generally these bottles may of the time are not taken back
retailers this should be rectified it has adverse effect in the brand of the
company.
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CONCLUSION
1. The majority of dealers or retailers deal in all the brand of Pepsi &
Coca-Cola.
consumption.
4. The study reveals that the immediate steps are not taken in the
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(c) Satisfaction of demand.
spite of the fact that soft drinks have already high & almost stable
demand.
Lumbini Beverages Pvt. Ltd. It can be said that it does not have any major
& more effective sales executive & sales forces are required. Though, the
over all grip maintenance is satisfactory & company can retire market share
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QUESTIONIRE
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9. How many crates of soft drinks of different brands do you sell from
counter in season?
Note:
Address:
Contact No.
Date
Signature
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REFERENCES
1. www.sirpepsi.com
2. www.pepsico.com
3. www.indiantelevision.com
4. www.desivideos.net
5. www.dinesh.com
8. SANJAY DUTTA
9. www.madehow.com
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