ACKNOWLEDGEMENT

I am highly indebted to my project mentors, Mr. Sanjay Bharti for their continuous support, supervision motivation and guidance throughout the tenure of my project in spite of their hectic schedule who truly remained driving spirit in my project and their experience gave me the light in handling research project and helped me in clarifying the abstruse concepts, requiring knowledge and perception, handling critical situations and in understanding the objective of my work.

I would like to thank all the staff of PepsiCo India Holdings Pvt. Ltd for their dedication & support, To, Mr. Vivek Johari & Mr. Anurag Saxena , Who contributed with insights that reflects their experience in marketing from which I gain a lot.

All the TDM, ADC, and CE whose off time discussions with me always encouraged and motivated me for the project; he was the one who helped me in understanding the market in a better and easier way. My friends and colleagues Ankit Awasthi others that surround me and make life fun to reduce stress and tiredness.

And lastly, it is only when one writes and realizes the true power of MS word 2003, from grammar checks to replace-alls. It is simple. And the power of Windows XP the OS where MS Office is . Thank you Mr. Bill Gates and Microsoft Corp!

DECLARATION
I Inamul Abdin declare that this project report entitled comparative analysis of market share Pepsi versed Coke is an original piece of work done and submitted by me towards partial fulfillment of my post graduate programme in MBA, under the guidance of Mr. Sanjay Bharti HOD MBA Dept., KIT Kanpur.

Date: -

Signature: -

PREFACE
Market provides a key to gain actual success only to those brands which match best to the current environment i.e. imperative which can be delivered what are the people needs and they are ready to buy at the right time without any delay. It is perfectly true but this also depends on availability of good quality products and excellent taste and services which further attract and add a golden opportunity for huge sales.

This also depends on the good planning approach and provide ample opportunity plus sufficient amount of products for sales in the coming next financial year.

This survey report introduces study of consumers preferences for PEPSI. After going through a detail analysis of market behavior and future prospect, it may also provide an opportunity to PEPSI to frame a good future plan to satisfy maximum needs of the customers and established its guiding role in the market of Kanpur in particular and throughout the country as a whole. The study report will also provide an opportunity to delineate its market potential business areas, products & services are to be offered by the company to the customers.

This study report also provides the various factors affecting the services. Marketing Division of PEPSI has to keep in mind various factors specially while preparing a plan for marketing its product or services. Details description along with analysis of surveyed data is being presented in this report.

TABLE OF CONTENTS
PAGE NO.

1. 2.

Executive Summary Organizational Profile of the Company a) company b) Company profile in Indian Scenario

7 8 Background of the 9 13 16 32 34 36 37 39 40 43 45 50 52 54 61 62 83 88 4

3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18.

History of PepsiCo Organizational Structure & Distribution Channels Mission and vision Beverages Industry In India Pepsi Bottling Plants in India Introduction of Coca-Cola History of Coca-Cola Coca-Cola in India Flavors of Pepsi and Coca-Cola Comparatively Background of the Study Objectives of the Study Research methodology Limitation of Study Analysis and interpretation SWOT Analysis Conclusion of the Study

19. 20. 21. 22.

Suggestions and Recommendations Questionnaire Bibliography Annexure

90 92 94

Executive Summary

PepsiCo is the worlds premier consumer Products Company focused on convenience food and beverages. We seek to produce healthy financial reward to investors a we provide opportunities for growth and enrichment to our employee.

PepsiCo is a world leader in convenient foods and beverages, with 2011 revenues of more than $44 billion and 203,000 employees. . The group has built an expansive beverage and foods business. To support its operations, PepsiCo has 43 bottling plants in India, of which 15 are company owned and 28 are franchisee owned PepsiCos a business based on its sustainability vision of making tomorrow better than today. PepsiCos commitment to living by this vision every day is visible in its contribution to the country, consumers and farmers.

The whole business of any FMCG ( Fast Moving Consumers Good ) company mainly depends on the retailers , so we can say that the retailers are the backbone of any FMCG organization .The whole project named as EDS (Each dealer survey) & Visi Report , in which the whole analysis based on current market position in Kanpur city.

The project was undertaken under the guidelines of PepsiCo India Holding Pvt. Ltd. to comparative study between PepsiCo and coke in order to increase the sales of Pepsi and

problems faced by distributor and retailers and recommend the company how to solve these problem.

A detailed survey to the consumer was carried to find out their preferences for Soft Drinks. The details of the methodology are stated below.

Areas are Mall Road, Canal Road, Ghantaghar, Hulaganj, Sutarkhana, Mare Co. Bridge in Kanpur research design: Exploratory and descriptive. Sources of information are primary and secondary data.

Background of the Company

.

Type Manufacturer Country of Origin Founded Founder(s) Headquarters Key People Products

: : : : : : : :

Food & Non-alcoholic beverage PepsiCo. United States New Bern N.C, U.S. (1890) Caleb Bradham, Donald M. Kendall and Herman W. Lay Purchase, New York, U.S. R & D headquarters in Valhalla Indra Nooyi (Chairperson and CEO) Pepsi, Diet Pepsi, Mountain Dew, AMP Energy, Aquafina, Sierra, IST, SoBe, Starbucks Frappuccino, Lipton Iced Tea, 7up, Mirinda, Izze, Tropicana Products, Copella, Naked Juice, Gatorade, Propel Fitness Water, Quaker Oats Company, Lay's, Doritos, Cheetos, Kurkure, Fritos, Rold Gold, Ruffles, Tostitos, Slice.

Revenue Operating Income Net Income

: : :

US $ 44.3 billion US $ 7.3 billion US $ 6.24 billion 9

Employees Divisions Web Site

: : :

203,000 (2012) PepsiCo Americas, PepsiCo International PepsiCo.com

Pepsi Cola Company now produces and markets nearly 200 refreshment beverages to retail, restaurants and food service customers in more than 190 countries and territories around the world. PepsiCo World Headquarters is located in Purchase, New York.

Pepsi Co. is the world leader in the food chain business. It consists of many companies amongst which the prominent ones are Pepsi Cola, Frito-lay, Pepsi food international, Pizzahut, KFC and Taco bell. The group is presently into three most profitable businesses namely, Beverages Snacks foods and Restaurants. The beverages segment primarily market it Pepsi diet, Pepsi Mountain Dew and other brands worldwide and 7UP outside the U.S. market. They are positioned in close competition with Coca Cola inc. of USA.

The Snacks food divisions manufacture and distribute and markets others snacks worldwide. The restaurant segment primarily consists of the operations of the worldwide PizzaHut, Taco bell, PepsiCos restaurant distribution operation, supplies to Company owned and Franchise restaurants in the U.S.

When Coca Cola changed its formula in 1985, Pepsi Stepped up its competition with its long time archrival claiming victory in the Cola-wars. Coke and Pepsi expended their rivalry to tea in 1991 when Pepsi formed a venture with No.1 Lipton in response to Cokes announced venture with Nestle (Nestea).

PepsiCo is going blue. This was the new color adopted by the company to strengthen its brand globally. Also the company is changed colors from Generation X to GENERATION 10

NEXT. Although Pepsi holdings over the years have become diverse in such fields as the Snacks industry and Restaurants industry, this portfolio will discuss its core business and its highly successful business of Beverages. The soft drink industry customer base is probably the widest and deepest base in a world that is flooded with some many categories. According to Beverage Digest the customer base for soft drinks is a whopping 95% of regular users in the United States. This represents a large field of potential customers for Pepsi Cola.

Pepsi prefers to segment itself as the beverage choice of the New Generation, Generation Next, or just as the Pepsi Generation. These terms adopted in Pepsis advertising campaigns are referring to the markets that marketers refer to as Generation X. The Generation X consumer is profiled to be between the ages of 18 to 29. They have high expectations in life and are very mobile and active. They adopt a lifestyle of living for today and not worrying about long-term goals. Those Pepsis main emphasis on this segment they also have a focus on the 12 to 18 year old market. Pepsi believes if they can get this market to adopt their product then they could establish a loyal customer for life.

Pepsi Cola throughout its 100 years of existence has developed much strength. One of the strengths that have developed Pepsi into such a large corporation is a strong franchise system. The strong franchise system was the backbone of success along with a great entrepreneur spirit. Pepsis franchise system and distributors is credited to bring Pepsi from a 7,968 gallons of soda sold in 1903 to nearly 5 billion gallons in the year of 1997.

Pepsi also has the luxury to spend 225 million dollars in advertising a year. This enormous advertising budget allows Pepsi to reinforce their products with reminder advertising and promotions. This large budget also allows Pepsi to introduce new products and very quickly make the consumer become aware of their new products.

11

Pepsi also has had the good fortune of making very wise investments. Some of the best investments have been in their acquiring several large fast food restaurants. They have also made wise investments in snack food companies like Frito Lay, which at present time is the largest snack company in the world. Probably high on the list of strengths is Pepsis beverage line up.

Pepsi has four soft drinks in the top ten beverages in the world. These brands are Pepsi, Mountain Dew, Diet Pepsi, and Caffeine Free Diet Pepsi . Some other strong brands are All Sport, Slice, Tropicana, Starbucks, Aquafina and a license agreement with Ocean Spray Juices.

12

Company Profile in Indian Scenario

Since the entry of Pepsi co. to India in 1987, the soft drink Industry has undergone a radical change. When Pepsi entered parley was the leader with Thumps UP being its flagship brand. Other product offerings by parley included Limca & Gold Spot. Another upcoming player in the market was the erstwhile bottle of Coca-Cola, Pure Drinks. Its offerings included Campa Cola, Camps Lemon and Campa Orange. With the re-entry of Coca-Cola in the Indian market, Pepsi had to go in for more aggressive marketing to sustain its market share. The chronology the initial phase of the Coal Wars in India was:July 1986 An application for soft drinks-cum-snack food joint venture by Pepsi, Voltas and Punjab Agro is submitted to the government after an earlier proposed alliance- 1985, between Pepsi and Duncans of the Goenkas fails to take off. Sept.1988 Final approval for the Pepsi Foods Limited (P.F.L) project granted by the Cabinet Committee on Economic Affairs of the Rajeev Gandhi Government. March 1990 Pepsi Cola and Seven up Launched in limited market in North India. May 1990 The government clears the Pepsi project again but with a change in brand name to Lehar Pepsi. Simultaneously it rejects the Coca-Cola application. Citra form the Parle stable hits the market. Dec 1991 Pepsi extends its soft drinks reach on national scale. Products launched Delhi and Bombay. 13

Jan 1992 Brito Foods application cleared by the FTPB. Pepsi and Parle start initial

negotiations for strategic alliance but talks break off after a while. 1993 Pepsi launches Teem and Slice. Captures about 25.30% of the soft drinks market in about two years. July 1993 Voltas pulls out of PFL joint venture. Pepsi decides to raise equity to 92% Reports of coke Parle negotiations gain strength. 1994 Pepsi brought Dukes& Sons 1995 Pepsi launched Cans having capacity of 330 ml in various flavors. 1997 Pepsi brought Mirinda Orange opposite to Fanta. 1998 Pepsi launched Lemon Mirinda to give taught competition to Limca. 1999 Pepsi has launched its Diet Pepsi Can and 1.5 Liters pet battles for health conscious people. 1997 Refusing to dilute its equity state Coca-Cola winds up operations in the country. Parle launches Thumps Up and Drinks launches Campa Cola. 2001 Pepsi launched Aquafina opposite to Kinley.

14

2003 Pepsi launched Mountain Dew 2005 Mirinda lemon zinger, 7UP.Ice was launched by Pepsi. 2006 Bubbly Pepsi was launched. 2007 Pepsi Gold was launched 2009 Nimbooz by 7up was launched 2010 PepsiCo India recently launched a new flavor named 7UP Ice in Indian market. It is hard that 7UP. The taste of 7UP Ice is mint. And Mirinda Bat Berry. The taste of Mirinda Bat Berry is like Glicodin. 2011 In April 2011, Pepsi announced that customers will be able to buy a complete stranger a soda at a new "social" vending machine, and even record a video that the stranger would see when they pick up the gift. In May 2011, the week before Memorial Day, Pepsi launched a limited edition flavor called "Memorial Day Pepsi", with blueberry and cherry flavors added to the cola. 2012 In March 2012, Pepsi introduced Pepsi Next, a cola with half the calories of regular Pepsi.

15

16

History of PepsiCo

1893--Caleb Bradham, a young pharmacist and industrialist from New Bern, North Carolina,
begins experimenting with many different soft drink concoctions; patrons and friends sample them at his drugstore soda fountain.

1898--It was first introduced as "Brad's Drink" in New Bern, , North Carolina in 1898 by Caleb
Bradham, 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 Bradham 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 Office, Washington D.C., and forms the first Pepsi-Cola Company. The first Pepsi-Cola newspaper advertisements appeared in the New Bern Weekly Journal.

17

1903--"Doc" Bradham 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. Pepsi's theme line is "Exhilarating, Invigorating, and Aids Digestion."

1904--Bradham purchases a building in New Bern known as the "Bishop Factory" for $5,000
and moves all bottling and syrup operations 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. Pepsi receives its new logo, its second change since 1905.

1907--Pepsi-Cola Company continues to expand; the company's bottling network grows to 40

franchises. Pepsi-Cola sells more than 100,000 gallons of syrup. Pepsi trademark is registered in Mexico. Syrup sales rise to 104,026 gallons.

18

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 Street 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 Company, becoming 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. Guth, president of Loft, assumes leadership of Pepsi and commands the reformulation of Pepsi-Cola syrup formula.

19

1933--By the end of the year, Guth's new Pepsi-Cola Company is insolvent. In a series of
moves, he acquires Megargel's interest in the company, giving himself 91% ownership of Pepsi.

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 savings proves irresistible to Depression worn Americans and sales skyrocket nationally. Caleb Bradham, the Founder of Pepsi-Cola and "Brad's Drink," dies at 66 (May 27th, 1867February 19th, 1934).

1935--Guth moves the entire Pepsi-Cola operation to Long Island City, New York, and sets up
national territorial boundaries for the Pepsi bottler franchise system.

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 elected 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
newspapers. 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. Pepsi receives its new logo, its third change since 1906.

20

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.

1950-- Alfred N. Steele becomes President and CEO of Pepsi-Cola. Mr. Steele's wife,
Hollywood movie star Joan Crawford, is instrumental in promoting the 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 content.

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."

21

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 ladder 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 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 PepsiCola 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 Pepsi 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 American supermarkets.
The campaign is "Have a Pepsi Day!" and a classic commercial, "Puppies," becomes one of

22

America's best-loved ads. As people get back to basics, Pepsi is there as one of the simple things in life.

1977--At 37, marketing genius John Sculley 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, with 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.

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 23

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 Lional Richie 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. 7-Up

international is acquired in Canada. Pepsi-Cola acquires Mug Root Beer.

1987--Pepsi-Cola President Roger Enrico is named President/CEO of PepsiCo Worldwide

Beverages. Pepsi-Cola World Headquarters moves 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

Weatherup

is

appointed

President/CEO

of

Pepsi-Cola

Company.

1989--Pepsi lunges into the next decade by declaring Pepsi lovers "A Generation Ahead." Chris
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 writes 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. Weatherup is named CEO of Pepsi-Cola North America, as Canada becomes

part of the company's North American operations. Pepsi introduces the first beverage bottles 24

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 products. 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, "Be Young. Have Fun. Drink Pepsi".
Pepsi-Cola profits surpass $1 billion. Pepsi introduces an innovative 24-can multipack that satisfies growing consumer demand for convenient large-size soft drink packaging. "The Cube" is easier to carry than the traditional 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 International and Pepsi-Cola International merge, creating the PepsiCo Foods and Beverages Company.

1995--In a new campaign, the company declares "Nothing else is a Pepsi" and takes top honors
in the year's national advertising championship.

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 Eventually 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.

25

1997--In the early part of the year, Pepsi pushes into a new era with the unveiling of the
GeneratioNext campaign. GeneratioNext 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 October 6th, it will spin off its restaurant division to form Tricon 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 100th anniversary. PepsiCo Chairman and CEO Roger A. Enrico
donate his salary to provide scholarships for children of PepsiCo employees.

Pepsi introduces PepsiOne - the first one-calorie drink without that diet taste!

2000--Although Pepsi is a great place to work, Steven Truitt 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.pepsico.com.

2002-- The strategy was cited by Promo Magazine as one of 16 "Ageless Wonders" that "helped
redefine promotion marketing."

2003-- The Centre for Science and Environment (CSE), a non-governmental organization in
New Delhi, said aerated waters produced by soft drinks manufacturers in India, including multinational giants PepsiCo and The Coca-Cola Company, contained toxins, including lindane, DDT, malathion and chlorpyrifos pesticides that can contribute to cancer, a breakdown of the immune system and cause birth defects. Tested products included Coke, Pepsi, 7 Up, Mirinda, Fanta, Thums Up, Limca, and Sprite. CSE found that the Indian-produced Pepsi's soft drink 26

products had 36 times the level of pesticide residues permitted under European Union regulations; Coca Cola's 30 times. CSE said it had tested the same products in the US and found no such residues. However, this was the European standard for water, not for other drinks. No law bans the presence of pesticides in drinks in India.

2004-- The Coca-Cola Company and PepsiCo angrily denied allegations that their products
manufactured in India contained toxin levels far above the norms permitted in the developed world. But an Indian parliamentary committee, in 2004, backed up CSE's findings and a government-appointed committee, is now trying to develop the world's first pesticides standards for soft drinks. Coke and PepsiCo opposed the move, arguing that lab tests aren't reliable enough to detect minute traces of pesticides in complex drinks.

2005-- The Coca-Cola Company and PepsiCo together hold 95% market share of soft-drink
sales in India. PepsiCo has also been accused by the Puthussery panchayat in the Palakkad district in Kerala, India, of practicing "water piracy" due to its role in exploitation of ground water resources resulting in scarcity of drinking water for the panchayat's residents, who have been pressuring the government to close down the PepsiCo unit in the village.

2006-- Indra Krishnamurthy Nooyi has been the chairman and chief executive officer of
PepsiCo since 2006. During her time, healthier snacks have been marketed and the company is striving for a net-zero impact on the environment. This focus on healthier foods and lifestyles is part of Nooyi's "Performance with Purpose" philosophy.

2007-- PepsiCo redesigned their cans for the fourteenth time, and for the first time, included
more than thirty different backgrounds on each can, introducing a new background every three weeks.

27

2008-- In October 2008, Pepsi announced that it would be redesigning its logo and re-branding
many of its products by early 2009.

2009--New Slogans are used in this year: "Yeh hai youngistaan meri jaan" (Hindi - meaning
"This is our young country my baby").

2010-- "Youngistan ka wow".

2011 "Change the game" (India, Bangladesh & Pakistan for the 2011 Cricket World Cup)

28

29

Organization Structure & Distribution Channel.

30

31

Chart showing organizational structure & Distribution Channel of PepsiCo India

32

Our Mission
.

"To be the world's premier consumer Products Company focused on convenience food and beverages. We seek to produce healthy 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."

Our Vision
.

"To build Indias leading total beverage company, delighting consumers by best meeting their everyday beverage needs, and stakeholders, by delivering performance with purpose, through our talented people."

PepsiCo Sustainability Vision

.

"PepsiCos responsibility is to continually improve all aspects of the world in which we operate environment, social, economic creating a better tomorrow than today"

Tomorrow better than Today

33

34

Beverages Industry in India

Indian Beverages industry's size is Rs. 8 thousand crores and it is dominated by two players viz Pepsi & Coke only. This high profile industry has lot of potential for growth as per capita consumption in India is 9 bottles per annum (year) as compared to 20 bottles in Sri Lanka, 14 in Pakistan, while 12 bottles a person in Nepal. The RKJ group is India's leading supplier of retailer brand Carbonated and NonCarbonated soft drinks, with beverage manufacturing facilities in India and Nepal. Its experience in the beverage industry dates back to the sixties when it had the first franchise at Mathura. The family manufactures and markets Carbonated and Non-Carbonated Soft Drinks and Minerals Water under PEPSI brand. The various flavors and sub- brands are PEPSI, Mirinda Orange, Mirinda Lemon, Mountain Dew, and 7UP, Slice Orange, Everest Soda and Aquafina. It has the license to supply beverages in the territories of Western U.P., part of M.P., half of the Haryana, whole of Rajasthan, Goa 3 districts of Maharashtra, and 13 districts of Karnataka and whole of Nepal. The group has in total 18 bottling plants in India & Nepal and is responsible for producing and marketing 44% of PEPSI requirement in India. The major ingredient in a soft drink is water. It constitutes close to 90% of the soft drink content. Added to this, the drink also contains sweeteners, Carbon dioxide, Citric Acid/Malic acid, Colors, Preservatives, Anti Oxidants and other emulsifying agents, etc. 35

The major players in the soft drinks market in India are PepsiCo and Coca-Cola Co, like elsewhere in the world. Coca-Cola acquired a number of local brands like Limca, Gold Spot and Thums Up when it entered Indian market for the second time. PepsiCos soft drink portfolio also consists of Miranda and 7Up along with Pepsi. The market share of each of the company is more or less the same, though there is a conflict in the estimates quoted by different sources.

Pepsi Bottling Plant in India

1. Goa, Salcete 2. Karnataka, Dharwad 3. Rajasthan, Bhiwadi 4. Rajasthan, Jodhpur 5. Rajasthan, Jaipur 6. Rajasthan, Alwar 7. Uttar Pradesh, Greater Noida 8. Uttar Pradesh, Kosi 9. Kathmandu, Nepal
.

36

37

Introduction of CocaCola
Coca-Cola
Type Manufacturer Soft drink (Cola) The Coca-Cola Company

Country of origin

United States

Introduced Color

1886 Caramel E-150d

Flavor

Cola, Cola Green Tea, Cola Lemon, Cola Lemon Lime, Cola Lime, Cola Orange and Cola Raspberry.

Pepsi, Irn Bru, RC Cola, Cola Turka, Zam Zam Cola, Mecca-Cola, Virgin Related products Cola, Parsi Cola, Qibla Cola, Evoca Cola, Corsica Cola, Breizh Cola, Afri Cola

38

History of Coca-Cola
In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist from Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. The name was a suggestion given by John Pemberton's bookkeeper Frank Robinson.

Being a bookkeeper, Frank Robinson also had excellent penmanship. It was he who first scriptedCoca Cola" into the flowing letters which has become the famous logo of today. The soft drink was first sold to the public at the soda fountain in Jacob's Pharmacy in Atlanta on May 8, 1886.

Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well as the caffeine-rich kola nut. By the late 1890s, Coca-Cola was one of America's most popular fountain drinks. With another Atlanta pharmacist, Asa Griggs Candler, at the helm, the CocaCola Company increased syrup sales by over 4000% between 1890 and 1900.

Advertising was an important factor in Pemberton and Candler's success and by the turn of the century, the drink was sold across the United States and Canada. Around the same time, the company began selling syrup to independent bottling companies licensed to sell the drink. Even today, the US soft drink industry is organized on this principle. Until the 1960s, both small town and big city dwellers enjoyed carbonated beverages at the local soda fountain or ice cream saloon. Often housed in the drug store, the soda fountain counter served as a meeting place for people of all ages. Often combined with lunch counters, the soda fountain declined in popularity as commercial ice cream, bottled soft drinks, and fast food restaurants came to the fore. On April 39

23, 1985, the trade secret "New Coke" formula was released. Today, products of the Coca Cola Company are consumed at the rate of more than one billion drinks per day.

The Coca-Cola Company started out as an insignificant one man business and over the last one hundred and ten years it has grown into one of the largest companies in the world. The first operator of the company was Dr. John Pemberton and the current operator is Roberto Goizueta. Without societies help, Coca-Cola could not have become over a 50 billion dollar business. Coca-Cola was invented by Dr. John Pemberton, an Atlanta pharmacist. He concocted the formula in a three legged brass kettle in his backyard on May 8, 1886. He mixed a combination of lime, cinnamon, coca leaves, and the seeds of a Brazilian shrub to make the fabulous beverage (Things go better with Coke).

Coca-Cola debuted in Atlanta's largest pharmacy, Jacob's Pharmacy, as a five cent noncarbonated beverage. Later on, the carbonated water was added to the syrup to make the beverage that we know today as Coca-Cola. Coca-Cola was originally used as a nerve and brain tonic and a medical elixir. Coca-Cola was named by Frank Robinson, one of Pemberton's close friends; he also penned the famous Coca-Cola logo in unique script.

40

Coca-Cola in India
After a 16 years absence, Coca-Cola returned to India in 1993. The Company's presence in India was cemented in November that year in a deal that gave drink Coca-Cola ownership of the nation's top soft-brands and bottling network. Coca-Cola India has made significant investments to build and continually improve its business in India, including new production facilities, wastewater treatment plants, and distribution systems and marketing equipment. During the past decade, the Coca-Cola system has invested more than US$ 1 billion in India.

Coca-Cola Products in India

Leading Indian brands Thums Up, Limca, Maaza, Citra and Gold Spot join the Company's International family of brands including Coca-Cola, Diet Coke, Sprite and Fanta, plus the Schweppes products range.

41

42

43

"COLA FLAVOURS"
Cola is a most popular flavor in any group of age. This is the most saleable flavor in the world. Both PEPSICO & COCA COLA has its own cola flavor. PEPSICO has a cola flavor named PEPSI and cola flavor of COCA COLA are THUMPS UP & COKE. PEPSI COLA is a cash cow brand for the company in terms of sales revenue. PEPSI has two competitive brands in the cola flavor.

PepsiCo:

Coca-Cola:

44

LIME & LEMON FLAVORS

This segment of flavor is very likely in the children and aged person. PepsiCo has three brands in this segment with comparison to the brands of Coca-cola. The Pepsis brands are Mountain Dew, 7UP and Nimbooz whether the Coca-cola has its Sprit & Limca in this segment Mountain Dew is sweet lemon soft drink in India and in a few countries. It is mostly demands by the children.

7UP & Nimbooz lemon-lime soft drink. Sales of 7UP is third largest carbonated soft drink brand in U.S. most consumers prefer 7UP as their favourite brand than any other non-cola.

PepsiCo:

45

Coca-Cola:

46

ORANGE FLAVORS
This is another type of flavor in the soft drink industry. The taste is like orange. In this segment PEPSI has a brand named MIRINDA whether COCACOLA has its FANTA in orange. This flavor is mostly preferred by children and women

PepsiCo:
Mirinda - Orange Dikha to Mooh Bola Mirinda
Mirinda is an international soft drink brand from Spain that was launched in India in 1991.

Coca-Cola:

47

MANGO FLAVORS
In this categorys of flavor is like a Mango. This flavor is now becoming more popular in India. In Mango flavor PEPSI has a well known name SLICE whether COCACOLA has a MAZAA in this segment.

PepsiCo:

Coca-Cola:

48

Background of the Study

Market study is an essential process to develop the companies database by collection of data, analyses of data, reporting of the data according to the specific situation for any marketing activity that the company is facing due to the increase in the competition & the development of various marketing competitors.

Modern marketing calls not only for developing a good product, but pricing it attractively & making it accessible to target customers. Organizations also need to communicate with their present & potential customers about their present offerings. Needs to develops an effective & efficient strategy with the aim of creating awareness, developing knowledge and liking preference convictions among the organizations target audience with a view to convert them into prospective buyer.

This project report is concern with the comparative analysis of the sales of PEPSI and COCA COLA in Kanpur. This project report endeavors to study of "COMPARATIVE ANALYSIS OF PEPSI AND COKE".

49

50

Objective of the Study

Basically the objective of the study was gaining the practical knowledge on the researchers part. It was also to the gain the practical exposure by applying management theories in the field of marketing & also the partial fulfillment of the MASTERS OF BUSINESS ADMINSTRATION (MBA) Programme.

On the companies part the objective was " COMPRATIVE ANALYSIS OF PEPSI AND COKE which includes-

To determine the sales of PEPSI brands out of total soft drink sales at Kanpur region.

To ensure optimum use of existing sales efforts. Find out those points where the company should improve itself. To forecast future requirements for marketing. To link the comparative analysis with organizational planning. To provide a basis for the Sales Improvement Programme.

It is widely accepted that theory broadens ones thinking & helps in idea generation. But practical approach tends to test the feasibility of these ideas & how far theoretical knowledge can be applied in a situation successfully.

51

The

market

research

was

conducted

in

compliance

of

the

given

guidelines delivered to us expressly to achieve the given objectives, which were as under:

1. 2. 3. 4.

Profitability Improvement Sales To satisfy the customers

52

53

Research Methodology
Research is a systematized effort to gain new knowledge. Methodology is the
most important part for such studies. The method of study adopted by me is to increase the knowledge & to gather more information regarding this project.

The major emphasis in such studies is on the discovery of the ideas & fruitful relevant information. As such the research design appropriate for such studies must be flexible enough to provide opportunity for considering different aspects of a problem under study.

METHODS OF DATA COLLECTION:

A)

PRIMARY DATA: Primary data are those data that have been observed and recoded

by the researchers for the first time to their knowledge.

Survey method -- This method was adopted because it helped in securing detailed
information from a sample of respondents. The information received from the respondents is recorded on a form called the questionnaire. This is only method to measure attitude & motivation directly. Open framed discussion with managers.

B)

SECONDARY DATA: Secondary data are statistics not gathered for the immediate

study at hand but for some other purposes.

54

I have also used the secondary data, which included the written document of the organization & other places. HEAD OFFICE (Warehouse) (PepsiCo India Holding Pvt. Ltd. In Kanpur) INTERNET PAPERS & RECORDS MAGAZINES

Research Objectives & Related Sub Objectives

1 To examine the retail distribution of Pepsi in comparison of its competitors. 2 To know the expectation of the retailers. 3 To evaluate the market position of Pepsi. 4 To know the other alternatives and its competitors brands position in market. 5 To know the brand image of Pepsi among retailers and customer or consumers. 6 To help in development & introduction of new product. 7 To identify the organization features of Pepsi food limited. 8 To study the effect of irregular supply on the sale of product.

55

Information Requirements In Detail & Source of Information

For the study of the market position and potential of Pepsi in city of Kanpur (UP), both primary as well as secondary data was required. Primary data was collected from Retailers. Information required was: 1 Name of Shop 2 Address of Shop 3 Type of Shop 4 Filled Stock of Pepsi as well as its competitor in shop 5 Unfilled Stock of Pepsi as well as its competitor in shop 6 Stock of Pet bottles of Pepsi and its competitor coke 7 Sale of Pepsi from the outlet 8 Whether any Cooling equipment used or not 9 Hoarding used or not 10 Any display material used or not.

So I collected the primary data by conducting the surveys in the city of Kanpur (UP) through the EDS FORMAT, Visi Location, Visi Purity, Visi Charging > 70% and the secondary data was downloaded partially from the Internet and partially the course books.

56

Research Design Used

There are two types of research design that is basically used in research. These are: 1 Conclusive Research 2 Exploratory Research

I was required to collect the information about how much stock a particular and new retailer is keeping at the time of survey, type of cooling equipment used, display material used, etc. so the Exploratory Research was the type of research design that was required and being used by me to do the project. But some cases Conclusive Research also used. For my research I had to collect the information and data directly from each and every type of retailer who is selling cold drinks. So the data I collected was the primary data. Hence the research instrument I used was the primary data collection.

Therefore the research instrument used in my project was the EDS FORMAT & VISI FORMAT. The EDS FORMAT contains both open ended and closed ended questions. Retailers were asked both the closed ended and open-ended questions and their opinions form the basis of my findings and suggestions.

57

Sampling Technique Used & Sample Size Why?

Stage 1:
PepsiCo India Holdings Pvt. Ltd has been divided Kanpur city in to Different

areas. Out of those areas the Asst. Sales manager gave me 6 areas to do my work. In these different areas I have to cover shops in which the products of pepsico were selling by shop keepers.

2 Stage 2:
In the different areas given to me by asst. sales manager I have to get information about the reason which motivates shop keepers to sell the product of pepsico. The method used by me to choose shops from different areas was judgmental.

I went in those shops in which I saw a poster or hording of pepsi. I also went in those shops in which shopkeepers were selling product of pepsico.

58

Field Work Method Used For Data Collection

PepsiCo India Holdings Pvt. Ltd had provided me EDS FORMAT & VISI FORMAT. I surveyed the market distributor's area wise and covered each and every shop by judgmental of shops. In some cases I have to ask for information to roadside seller of Pepsi & Coke. For collecting the information I have to go to different part of the city. For getting information about the reason behind the selling pepsi & Coke or its products, I have to talk with shopkeepers.

59

60

Limitations of the Study

Responsible managers & personals in the marketing department of PepsiCo India Holdings Pvt. Ltd. Provide necessary assistance to me in Comparative Analysis of Pepsi & Coke. They discussed different aspects & functions of marketing as practical PepsiCo India Ltd. Almost all the necessary information was provided to me in the support of this project report.

However there are some problems, which cannot escape from. The limitations faced, felt or expressed by me are as follows

The time duration of two months was not enough to survey the whole market The respondents were not very comfortable while giving information about their stock. Non-cooperative approach and the rude behaviors of the respondents. It cannot be used for a means of collecting information in areas where the literacy levels are low as the respondents may not be able to understand the purpose or the language of the EDS FORMAT & VISI FORMAT.

There are chances of biasness in some answers as most of people while in the market places are in a hurry and asking question in such ambience is not very fruitful or good idea.

During the survey, the ambience of Kanpur was not well due to extremely hot climate.

61

This report is based on the data & information which was given by the retailers and it has been assumed that they had given correct information.

I tried to overcome on these limitations.

62

Area Covered
Mall Road (Direct Route):information about the reason.

Mall Road are belongs to direct route. This areas given to me by asst. sales manager I have to get

Shubham Agency (Indirect Route):Canal Road, Ghantaghar, Hulaganj, Marey Co. Bridge, Mall Road, Sutarkhana.
Area Canal Road Ghantaghar Hulaganj Mall Road Mare Co. Brige Sutarkhana CCX 7 5 10 2 4 4 PCI 19 6 22 11 4 14 Grand Total 26 11 32 13 8 18

Figure 1

63

Channel Type
.

In the channel type we find which type of shop is there like grocery shop, eating and drinking shop, convenience, leisure.

Channel Convenience Eating & Drinking Grocery Travel & Transports

PCI 27 18 35 1

CCX 5 6 15 1

Grand Total 32 24 50 2

Figure 2

Each Dealer Survey

64

NAME OF DISTRIBUORS: -

SUBHAM AGENCY

AREA: - Canal Road, Ghantaghar, Hulaganj, Mall Road, Marey Co. Bridge, Sutarkhana

S.No.

Name of Outlet Bablu Pan Shop Mishra Pan Shop Hari PCO Harish Teleco m Neta Pan Shop Anoop Jaiswal Rohit Tea Stall Shiv Shanke r Gupta Baba Tea Stall Krishna Mistha n Bhanda r Dwived i Tea Stall Sonal Monal Tea Stall Akshut Tea Stall Bablu Egg Satish Cold Drink Dauji Mishth an Maya Cold Drink Bajpai Genera

Address

Area

Channel

Estim ated Share PCI ( %) 78 100 100 20 29 100 100 100 100

Status (PCI / CCX / Mixed ) Mix PCI PCI Mix Mix PCI PCI PCI PCI

Cooling Equipment PCI Asset No. PCI Yes 3564 7 165 Yes 4819 7 Yes Yes 5154 5 2511 4 5154 9 4162 7 5110 4 4818 2 3717 8 5155 0 4373 3 565 100 380 Size (Lit.) CCX OWN

1 2 3 4 5 6 7 8 9

Ghasiari mandi Chauraha Batch No.21 Shop No. 2 Canall Road Shop No. 96 Express Road 16/4 Canal Road 16/5 Canal Road 16/21 Canal Road 60/37 Canal Road Laxmi Coffey House Express Road

Canal Road Canal Road Canal Road Canal Road Canal Road Canal Road Canal Road Canal Road Canal Road Canal Road Canal Road Canal Road Canal Road Canal Road Canal Road Canal Road Canal Road Canal Road

Convenience Convenience Convenience Convenience Convenience Convenience Convenience Eating & Drinking Eating & Drinking Eating & Drinking Eating & Drinking Eating & Drinking Eating & Drinking Eating & Drinking Eating & Drinking Eating & Drinking Eating & Drinking Grocery

10

20 Express Road 89 Canal Road Nr. Marwadi School Block No. 209 Express Road 13 Express Road Ghasiyari Mandi Block NO. 29 Shop no.1 Canal Road Canal Road 25/17 Canal Road Batch No.21 Shop No. 2

50

Mix

340

Yes

Yes

11

100

PCI

400

12

100

PCI

570

13 14 15 16 17 18

44 100 100 67 100 100

Mix PCI PCI Mix PCI PCI

340 570 280

Yes

Yes 2529 9 4735 5 200 480

65

l Store Amrees h Genera l Store Shri Mahala xmi Store Gupta Genera l Store Shanu Genera l Store Ajay Genera l Store Soni Genera l Store Ambris h Genera l Store Jaiswal Genera l Store Shukla Pan Shop Badkau Pan Shop Govind Pan Shop Mishra PCO Arjun Sweet Santos h Genera l Store Shivam Genera l Store Raju Genera l Store Surend ra Genera l Store Priya Hotel Marwa h Hotel Neha PCO Deepak (Guddu ) Pan Sh.

Canall Road Block No. 15 Shop No.5 Canal Road 97 Express Road Block No. 1 Shop No. 1 Canal Road 3/3 Canal Road Block No.1 Shop No2 Canal Road 30/12 Canal Road 60/31 Canal Road Express Road Ghasiyari Mandi 73/27 Ghantaghar Ghantaghar 72/4 Ghantaghar 72/2 Kailash Building 71/1 Teliyana Canal Road 71/44 Teliyana Canal Road Canal Road Canal Road Canal Road Canal Road Canal Road Canal Road Canal Road Ghantag har Ghantag har Ghantag har Ghantag har Ghantag har Ghantag har Ghantag har Ghantag har Ghantag har Ghantag har Ghantag har Hulaganj

19

Grocery

100

PCI

PCI

20

Grocery

50

Mix 4226 4

Yes

21 22 23 24

Grocery Grocery Grocery Grocery

100 0 100 100

PCI CCX PCI PCI

380 Yes

4226 4 4055 6 1256 2

340 340

25

Grocery

100

PCI

26 27 28 29 30 31 32

Grocery Convenience Convenience Convenience Convenience Eating & Drinking Grocery

0 67 67 100 60 100 100

CCX Mix Mix PCI Mix PCI PCI 3262 7 0959 1 4822 3 4152 9 1985 9 570 280 340

Yes Yes Yes Yes

Yes

33 34

68/6 Teliyana 72/2 Kailash Building 6/46 Teliyana Chauraha 71/187 Teliyana Canal Road 72/2 Kailash Building 62/215 Harbansh Mohal 67/115 Bhusatoli

Grocery Grocery

100 0

PCI CCX 4220 0 3718 3 Yes

Yes

35

Grocery

100

PCI

340

36 37 38

Leisure Leisure Convenience

57 0 100

Mix CCX PCI

340

Yes Yes Yes

39

Hulaganj

Convenience

100

PCI

2511 5

100

66

40 41 42 43

44

45

46 47 48 49

50

51

52

53

54

55 56 57

58

59 60

Sunil Pan Shop Kuldee p Pan Shop Rajesh Pan Shop Sunny Cold Drink Rames h Kirana Store Sri Shyam Genera l Store Shivam Genera l Store Utsav Genera l Store Dinesh Kirana Store Raju Genera l Store Agraha ri Genera l Store Sri Ganesh Shanke r G St. Ashu Genera l Store Sri Durga Genera l Store Utakars h Genera l Store SK Genera l Store Mahesh Genera l Store Geeta Genera l Store Vidhya Sahu Genera l St. Ravi Genera l Store Binda

64/233 Gadariya Mohal Lucknow Crossing 61/18 Hulaganj 64/216 Gadariya Mohal 63/61 Harbansh Mohal 62/197 Harbansh Mohal 67/125 Hulaganj kanpur 14/16 KDA Market Hulaganj Bhusatoli Chauraha 61/183 Hulaganj 61/183 Hulaganj 61/121 D Hulaganj 66/214 Bhusatoli 66/304 Bhusatoli 67/49 Bhusatoli 68/6 Bhusatoli 69/107 Bhusatoli 67/71 Bhusatoli 64/218 Gadariya Mohal 64/240 Gadariya Mohal 64/18 Gadariya

Hulaganj Hulaganj Hulaganj Hulaganj

Convenience Convenience Convenience Eating & Drinking Grocery

100 100 50 38

PCI PCI Mix Mix PCI 5110 5 4807 0 Yes

Hulaganj

100

PCI

480

Hulaganj

Grocery

100

PCI

340

Hulaganj Hulaganj Hulaganj Hulaganj

Grocery Grocery Grocery Grocery

42 30 100 79

Mix Mix PCI Mix 4703 2 1649 7 4647 3 2510 9 5099 6 4806 3 340

Yes Yes

Hulaganj

Grocery

100

PCI

200

Hulaganj

Grocery

100

PCI

565

Hulaganj

Grocery

100

PCI

100

Hulaganj

Grocery

50

Mix

480

Yes

Hulaganj

Grocery

50

Mix

310

Yes

Hulaganj Hulaganj Hulaganj

Grocery Grocery Grocery

100 71 100

PCI Mix PCI 1995 7 4223 1 4155 5 1643 340 Yes

Yes Yes

Hulaganj

Grocery

50

Mix

Hulaganj Hulaganj

Grocery Grocery

100 100

PCI PCI

270 100

Yes

67

61 62

63

64

65

66

67 68 69 70 71 72 73 74 75 76 77

78

79 80 81 82

Genera l Store Rakesh Genera l Store Ashok Genera l Store Santos h Genera l Store Khemu Genera l Store Shyam Ji Genera l Store Saurab h Genera l Store Sunil Provisio n Store Pappu Vedio Sadhna Genera l Store Rahul Pco Mahesh Pan Shop Virendr a Pan Shop K K Pan Shop Rajkum ar Pan Shop Ram Ji Pan Shop Anand Restaur ent Ankit Bhojnal ay Vipin Kumar Tea Stall Jaanvi Cold Drink Sandee p Cold Drink Paras Milk Bar Om Genera

Mohal 61/153 Sitaram Mohal Hula ganj 61/107 Hulaganj Sitaram Mohal 61/13 Sitaram Mohal Hulaganj 61/212 Sitaram Mohal Canal Road 61/35 Harbansh Mohal Chauraha 64/62 Gadariya mohal 64/75A Gadariya Mohal 61/13 Sitaram Mohal Hulaganj 66/25 A Bhusatoli 63/5 Mall Road 63/2 Mall Road 63/2 Mall Road 63/2 Mall Road Mall Road 25/31 Karanchi Khana 63/2 Mall Road 63/2 Mall Road 63/2 Ghasiari Mandi 426A Mall Road 95 Mall Road 127 Mall Road 63/5 Mall Road Hulaganj Hulaganj Grocery Grocery 100 100 PCI PCI

1894 7

120

Hulaganj

Grocery

100

PCI

Yes

Hulaganj

Grocery

100

PCI

Yes

Hulaganj

Grocery

100

PCI

Yes

Hulaganj

Grocery

50

Mix

Yes

Hulaganj Hulaganj Hulaganj Mall Road Mall Road Mall Road Mall Road Mall Road Mall Road Mall Road Mall Road Mall Road Mall Road Mall Road Mall Road Mall Road

Grocery Grocery Grocery Convenience Convenience Convenience Convenience Convenience Convenience Eating & Drinking Eating & Drinking Eating & Drinking Eating & Drinking Eating & Drinking Eating & Drinking Grocery

0 0 73 100 100 100 100 100 100 100 100

CCX CCX Mix PCI PCI PCI PCI PCI PCI PCI PCI 1282 3 4436 3 5111 2 3500 2 3595 8 4771 2 200 1995 5 3851 0 2524 8 3448 4 0956 4 3512 3 100 280 200

Yes Yes Yes

Yes Yes

Yes

100

PCI

50 100 58 50

Mix PCI Mix Mix

Yes

Yes Yes Yes

68

83 84 85

l Store Mahesh Pan Shop Bhola Pan Shop Basant u Pan Shop Ravi Confect ionary Warsi Teleco m Aqib Javed Confect ionar Ajay Tea Stall Tiwari Cold Drink Mullu Pan Shop Sharma Electric als Sanjay Pan Shop Shri Pan Shop Ajmeri Cold Drink Daya Shanke r Cold Drink Naraya n Sweet Babura m Tea Stall Shri Ram Genera l Store Prem Kirana Store Rahul Genera l Store Prateek Genera l Store

Marey Company Pull 63/5 King Market Nr. Sunder Cinema Shop No. 14 Circular Road Marey Company Pull Shop No. 72 Circular Road Marey Company Pull Shop No. 77 Circular Road Marey Company Pull Shop No. 13 Marey Company Pull 40 Marey Company Pull 66/181 Motimohal 65/1 Motimohal 65/229 Motimohal 70/71 Sutarkhana 70/47 Mathuri Mohal 70/48 Mathuri Mohal Sutarkhana Canal Road 72/3 GhantaGhar Sutarkhana Road 65/49 Motimohal 65/47 Motimohal 66/148 Kachiyana Mohal 66/172 Kachiyana Mohal Motimohal

Marey Co. Bridge Marey Co. Bridge Marey Co. Bridge Marey Co. Bridge Marey Co. Bridge Marey Co. Bridge Marey Co. Bridge Marey Co. Bridge Sutarkha na Sutarkha na Sutarkha na Sutarkha na Sutarkha na Sutarkha na Sutarkha na Sutarkha na Sutarkha na Sutarkha na Sutarkha na Sutarkha na

Convenience Convenience Convenience

63 0 100

Mix CCX PCI

3515 8 3271 8 Yes 3445 8 5110 3 1900 0 3834 7

280 200 100 Yes

86

Convenience

50

Mix

340

Yes

87

Convenience

100

PCI

400

88

Convenience Eating & Drinking Eating & Drinking Convenience Convenience Convenience Convenience Eating & Drinking Eating & Drinking Eating & Drinking Eating & Drinking

100

PCI

89 90 91 92 93 94 95

42 50 100 100 100 60 67

Mix Mix PCI PCI PCI Mix Mix

340

1298 8

100 Yes Yes Yes Yes

96

75

Mix

4417 9 3881 7 3500 6 4174 1 4818 1

280

Yes

97

63

Mix

280

98

100

PCI

220

99

Grocery

67

Mix

220

Yes

100 101

Grocery Grocery

67 100

Mix PCI

560 Yes

102

Grocery

100

PCI

Yes

69

103 104 105 106 107

RK Genera l Store Pooja Genera l Store Kaushik Genera l Store Munna Genera l Store Ajendra Genera l Store Ramu Genera l Store

69/134 Danakhori Sutarkhana 70/42 Sutarkhana 70/50 Sutarkhana 71/155 Sutarkhana 72/2 Sutarkhana Kailash Building

Sutarkha na Sutarkha na Sutarkha na Sutarkha na Sutarkha na Sutarkha na

Grocery Grocery Grocery Grocery Grocery

71 50 100 50 100

Mix Mix PCI Mix PCI

PCI

Yes Yes Yes 4952 9

108

Grocery

100

PCI

540

EDS REPORT

PEPSI COKE MIXED

Market Share of Cold Stocks 58% 6% 35%

Figure 3

EDS REPORT

PEPSI COKE

71% 29%

Figure 4

70

Figure 3

Figure 4

Interpretation: - As these pie charts show the market share of pepsi is more than coke. The reasons may be many like better promotional schemes, good advertisement through different media, better services, etc.

71

72

Distribution of Visi (Freeze)

1. 2. 3. Visi of Pepsi Visi of Coke Own Freeze 55% 27% 19%
.

73

VISI ANALYSIS REPORT

S.N o. Oulet Name Address Visi 1st Positi on CCX CCX Visi Puri ty Chargi ng > 70 % Rack Chargi ng Create Stackin g Minimu m5 Case Y Y FMO -1 FMO -2

1 2

Mahesh Pan Shop Ajay Tea Stall Ravi Confectionary Warsi Telecom Sunny Cold Drink Dwivedi Tea Stall Om General Store Rahul Pco Bhola Pan Shop Basantu Pan Shop Mahesh Pan Shop Virendra Pan Shop K K Pan Shop Anand Restaurent Ankit Bhojnalay Vipin Kumar Tea Stall Jaanvi Cold Drink Sandeep Cold Drink Paras Milk Bar Rajkumar Pan Shop Bablu Pan Shop Shiv Shanker Gupta

4 5

6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22

Marey Company Pull Shop No. 13 Marey Company Pull Shop No. 14 Circular Road Marey Company Pull Shop No. 72 Circular Road Marey Company Pull 64/216 Gadariya Mohal 89 Canal Road Nr. Marwadi School 63/5 Mall Road 63/5 Mall Road 63/5 King Market Nr. Sunder Cinema 63/2 Mall Road 63/2 Mall Road 63/2 Mall Road 63/2 Mall Road 63/2 Mall Road 63/2 Ghasiari Mandi 426-A Mall Road 95 Mall Road 127 Mall Road Mall Road Ghasiari mandi Chauraha Laxmi Coffey House

Y Y

Y Y

PCI PCI

CCX

N/A

PCI

PCI

PCI

N/A

PCI CCX PCI CCX PCI PCI PCI PCI PCI PCI PCI CCX PCI PCI PCI PCI PCI

Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y

Y N Y N Y Y Y Y Y Y Y N Y Y Y Y N

PCI N/A PCI N/A PCI PCI PCI PCI N/A N/A PCI PCI PCI N/A N/A N/A N/A

Y N Y N Y Y Y Y Y Y Y Y Y Y Y Y Y

74

23 24 25 26 27 28 29 30 31

Bajpai General Store Hari PCO Baba Tea Stall Krishna Misthan Bhandar Akshut Tea Stall Neta Pan Shop Amreesh General Store Sonal Monal Tea Stall Gupta General Store Ashok General Store Ashu General Store Bablu Egg Arjun Sweet Soni General Store Rohit Tea Stall Ambrish General Store Satish Cold Drink Govind Pan Shop Aqib Javed Confectionar Ramesh Kirana Store Sri Shyam General Store Raju General Store Agrahari General Store Sri Ganesh Shanker G St. Mullu Pan Shop Utakarsh General Store

Batch No.21 Shop No. 2 Canall Road Shop No. 96 Express Road Express Road 20 Express Road 13 Express Road 16/5 Canal Road Block No. 15 Shop No.5 Canal Road Block No. 209 Express Road Block No. 1 Shop No. 1 Canal Road 61/107 Hulaganj Sitaram Mohal 66/214 Bhusatoli Ghasiyari Mandi 71/1 Teliyana Canal Road 30/12 Canal Road 60/37 Canal Road 60/31 Canal Road Block NO. 29 Shop no.-1 Canal Road 72/4 Ghantaghar Shop No. 77 Circular Road Marey Company Pull 63/61 Harbansh Mohal 62/197 Harbansh Mohal 61/183 Hulaganj 61/183 Hulaganj 61/121 D Hulaganj 66/181 Motimohal 67/49 Bhusatoli

PCI PCI PCI CCX PCI PCI PCI PCI PCI

Y Y Y Y Y Y Y Y Y

Y Y Y Y Y N Y Y Y

N/A N/A N/A N/A N/A N/A N/A PCI N/A

Y Y Y Y Y N Y Y Y

PCI PCI PCI PCI PCI PCI PCI PCI CCX PCI

Y Y Y Y Y Y Y Y Y Y

Y Y Y Y Y Y Y Y Y N

N/A N/A N/A N/A N/A N/A N/A N/A N/A N/A

Y N Y Y Y Y Y Y Y N

32 33 34 35 36 37 38 39 40

41 42 43 44 45 46 47 48

PCI PCI PCI PCI PCI PCI CCX

Y Y Y Y Y Y Y

Y Y Y Y Y Y Y

N/A N/A PCI N/A N/A N/A N/A

Y Y Y Y Y Y Y

75

49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64

Sri Durga General Store Geeta General Store Ajay General Store Santosh General Store Deepak (Guddu) Pan Sh. Priya Hotel Mishra PCO Raju General Store Badkau Pan Shop Shri Ram General Store Prem Kirana Store Vidhya Sahu General St. Ravi General Store Binda General Store R K General Store Daya Shanker Cold Drink Ramu General Store Baburam Tea Stall Shukla Pan Shop Surendra General Store Sadhna General Store Maya Cold Drink Narayan Sweet Jaiswal General Store Marwah Hotel

66/304 Bhusatoli 67/71 Bhusatoli Block No.-1 Shop No-2 Canal Road 71/44 Teliyana 67/115 Bhusatoli 71/187 Teliyana Canal Road 72/2 Kailash Building 72/2 Kailash Building Ghantaghar 65/49 Motimohal 65/47 Motimohal 64/218 Gadariya Mohal 64/240 Gadariya Mohal 64/18 Gadariya Mohal 69/134 Danakhori 70/48 Mathuri Mohal 72/2 Sutarkhana Kailash Building 72/3 GhantaGhar Sutarkhana Road 73/27 Ghantaghar 6/46 Teliyana Chauraha 66/25 -A Bhusatoli 25/17 Canal Road Sutarkhana Canal Road Express Road Ghasiyari Mandi 72/2 Kailash Building

PCI PCI PCI PCI PCI PCI PCI CCX CCX PCI PCI PCI CCX PCI PCI PCI

Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y Y

Y Y Y Y Y Y Y N Y Y Y Y Y Y Y Y

N/A N/A N/A N/A N/A N/A N/A CCX N/A N/A N/A N/A N/A N/A N/A PCI

Y Y Y Y Y N Y N Y N Y N Y Y Y Y

PCI

N/A

65

PCI CCX PCI CCX PCI PCI CCX CCX

Y Y Y Y Y Y N N

Y Y Y Y Y Y N N

N/A N/A N/A N/A N/A N/A CCX CCX

N Y Y Y Y Y N N

66 67 68 69 70 71 72 73

76

74

Sunil Provision Store

75 76 77 78 79 80

Pappu Vedio Utsav General Store Harish Telecom Anoop Jaiswal Shri Mahalaxmi Store Dauji Mishthan Prateek General Store Rajesh Pan Shop Munna General Store Shri Pan Shop

64/75-A Gadariya Mohal 61/13 Sitaram Mohal Hulaganj 14/16 KDA Market Hulaganj 16/4 Canal Road 16/21 Canal Road 97 Express Road Canal Road 66/172 Kachiyana Mohal Motimohal 61/18 Hulaganj 70/50 Sutarkhana 70/71 Sutarkhana

CCX

CCX

CCX

CCX

CCX CCX CCX CCX CCX CCX CCX CCX CCX

N N N N N N N N N

N N N N N N N N N

N/A N/A N/A N/A N/A N/A N/A N/A N/A

N N N N N N N N N

81 82 83 84

VISI LOCATION
Ist Location of Pepsi Visi: 68 % Ist Location of Coke Visi: 32 %

77

78

VISI PURITY

Pepsi Visi-Purity: 85.00% Coke Visi-Purity: 15.00%

79

VISI CHARGING >70%

Pepsi : Coke :

76 % 24 %

80

RACK CHARGING
Pepsi: Coke: Not Allotted 18% 6% 76%

81

82

SWOT ANALYSIS OF PEPSICO

An analysis that includes environmental analysis, competitive analysis and analysis of corporate strengths, weakness, threats and opportunities.

S.NO.

STRENGTHS

WEAKNESSES
Demands of specific products are not fulfilled. Communication Gap between Distributor and Retailer.

1 Big Brand Name in India. Company has goodwill among the 2 public. Top management decides strategic planning and its implementation 3 regarding the availability, affordability of its brands. 4 Good Schemes. Increasing Market Share. 5 60 % market covered in India. 6 Strong Distribution channel. 7 Good Advertisement. Company has automatic plant for 8 production. Top management is very effective it take decisions on every aspect of 9 business like social responsibility, sales promotion marketing, finance distribution etc. Sales representatives of company are not performing according their efficiency so sales effected. No maintenance of fridge or VISI. Leakage Problem. Distributor does not work properly in season. Stock shortage problem in season. Shortage of fridge or VISI in market.

S.NO.

OPPORTUNITIES 83

THREATS

NIMBOOZ is a good option for 1 LIMCA. The forthcoming market would be the market of consumers. So the 2 Expend the market in rural area. schemes must be consumers oriented. Main competitor of Pepsi is Coke. Now a days coke is Improving 3 Attractive Schemes. planning, strategies & its Competitor (Coca-Cola).

implementation. Company should also change the market strategies. Now a days awareness of consumers increasing rapidly so Increase number of VISI and create 4 Pepsi Monopoly market. so company should plan according customers preferences. Increasing Market Share60 % market 5 covered in India. Company should consider on non6 user of cold drink Company can capture more market 7 share when introduces 200ml. For children at reasonable price Company must be decided to established more visi in the market 8 so that retailers pay more attention towards our products. Change Demand. consumers are quantity conscious

84

SWOT ANALYSIS OF COCA-COLA

S.NO.

STRENGTHS

WEAKNESSES

1 Big brand name in India and Abroad. Communication 2 Outstanding Reputations. Distributor and Retailer. 3 Broader Product Line. 4 Good Schemes. 5 Increasing Market Share. season. 45 % market covered in India and 60 6 % market in Abroad. 7 Strong Distribution channel. 8 Good Advertisement. 9 Company has automatic plant for production. Stock shortage problem in season. Schemes are a Big Issue. Purification Problem. Distributor does not work properly in Gap between

S.NO.

OPPORTUNITIES
1 LIMCA is a good option for Pepsi. 2 Expend the Market in All area.

THREATS
Competitor (PepsiCo). Nimbooz

3 Attractive Schemes.

Wholesaler.

Increase number of VISI and create Pepsi Monopoly market.

Consistent in Test.

5 Increasing number of Distributors.

Change Demand.

85

Finding and Interpretation

1 In terms of availability Pepsi is the most captured brands in the market 2 Pepsi's Aquafina is the most captured brand in the market, while on the other hand most of the retailers are not interested in selling Aquafina because of less margin compare to other brands. 3 Most of the retailers are happy with the services of the PepsiCo, while some reported that the distributors are not very cooperative. 4 Most of the retailers having company's cooling equipment are not satisfied with after sale services. In peak season of May and June most of Pepsi Company's were not working properly. 5 Most of the retailers reported that they have not received any display material or hoarding since last one year or so. 6 Leakage and damage bottles are not return in distributors side. 7 In some cases few retailer shown me Insect or fungus in the sealed glass bottle and reported against the cleanliness of glass bottles of PepsiCo. 8 The most demanded pack of cold drink is of 200ml of glass bottle as it is in easy reach of common or lower class customer. 9 Schemes are not provided timely.

86

87

CONCLUSION OF THE STUDY

As the results shows that market share of Pepsi cold drinks is more than the coca-cola, but it has some drawback like poor services in some areas, no maintenance of cooling equipment, cleanliness of glass bottles, recent allegations on the PepsiCo, etc. are the hurdle in path of growth of PepsiCo in India.

If we talk about its distribution network in Kanpur city, as survey results shows it is satisfactory but in some areas retailers reported that the distributor is not giving heed to their problems and uncooperative. And the delivery is not very regular in the peak season in some areas and retailer are facing stock outs.

Advertisement which is backbone of any business in today's world is very good in PepsiCo India. Pepsi is running various sales promotional schemes and promotional campaign for retailers, so that the company can meet the expectations of the retailer as compare to its competitor.

Among the different pack of cold drinks most selling pack is 200 ml glass bottle as it is in reach of common man. Most of the retailer have suggested for the better services.

Kanpur city has the very good market for cold drinks and it can be captured by good promotional schemes and better services. The only competitor of PEPSI is COCA-COLA, & no local brands can beat PEPSI.

88

89

Suggestions
On the Basis of above study following suggestions can be given: 1 Perform a detail demand survey at regular interval to know about the unique needs and requirements of the customer. 2 Better schemes should be introduced in the market & schemes should be provided timely. 3 There should be regular visit of company's high official to the market for listening to the problems of the retailers. 4 The company should be always in a position to receive continuous feedback and suggestions from its customers / consumers as well as from. 5 The market and try to solve it without any delay to establish its own good credibility. 6 Display material should be provided in large quantity so that it motivate retailer also helpful in receiving customer attention and ultimately better sales. 7 More cooling equipment should be provided to retailers, so that retailer can stock Pepsi brands more and it also play role of display material. 8 There should be regular inspection of Pepsi's cooling equipments for malfunctioning and maintenance of the same for the longer period of time. 9 Company should contact and try for new businesses. Like Railways, Airport and in Airlines, Bus Depot, Hotels, restaurant, etc. 10 Rural people should be made aware of cold drink, they may be good prospects and some low price policies should be made for them.

90

Recommendations
1 Pepsi, the choice of youth is not providing the first choice of young generation. Youth want something strong in cold drinks & thus prefers strong taste. Pepsi should come out with some extra strong taste to catch up maximum young generation and to become exactly Generation Next drink. 2 The distribution channel should be focused on general stores because most of the people purchase soft drinks from general stores. 3 The company should update the people about pesticides time to time because most of the people still afraid of pesticides. 4 Most of the elders in the family take soft drinks but not pepsi they considered more orange and less strong taste company should come up with new taste keeping elders in its mind to increase sale and market share. 5 People are Confused about the role of pepsi in health company should clear the soft drink role whether it is beneficial for health or not. 6 Pepsi co should improved its advertisement quality, it should be realistic not imaginary. 7 People get updated by T.V. pepsico should increase the updating by publicity as well as by Hoardings. 8 Consistency (Nimbooz, Coke Diet). 9 Number of Visi. 10 Services of Visi. 11 Demand effectiveness improper. 12 Retailer depends on supplier. 13 Create Monopoly market with the help of Visi. 14 Schemes attract to retailer. 91

92

SPECIMEN OF QUESTIONNAIRE
Name of Dealer: _______________________________________________________________ Contact Person: _______________________________________________________________ Address: _____________________________________________________________________ Landmark: ___________________________________________________________________ Contact No.: __________________________________________________________________

Kind of Shop:

Which brand you purchase:

Eatery Grocery

Confectionary Others

PEPSI COCA-COLA

Both

Which flavor you purchase more

COLA Lime & Lemon

Orange Mango

Which volume of Pack preferred by customers:

200ml

600ml

93


Age group of your customers:

300ml

2Ltr.

Below 15 yrs 15-25 yrs

25-35 yrs 35 yrs & Above

Customer's preference depends upon:

Brand Advertisement

Availability Scheme

If customer's preference depends upon schemes, than which age group is mainly affected by it.

Below 15 yrs 15-25 yrs

25-35 yrs 35 yrs & Above

Average monthly consumption of PEPSI & COCA-COLA

PEPSI COCA-COLA

. .

Do you make some extra efforts to sell/promote the PEPSI:

Yes No

If yes, then what type: . .

94

Asset No. (Freezer No.)(Only for Pepsi) .

Any suggestion to the company: . .

95

96

BIBLIOGRAPHY
Websites

http://www.pepsico.com/ http://www.pepsi.com/ http://www.google.com/ http://www.Cocacola.com http://www.cocacolaindia.com

Books Referred Marketing Management Philip Kotler Research Methodology Kothari

97

98

EDS(Every Dealer Survey) Format

Name of Distributer:Area:Glass Strength S.No. Name of Outlet Address Landmark Channel Estim ated Share PCI ( %) PCI CCX Status (PCI / CCX / Mixed)

Summer TraineeIce Che st in use ( PCI / CC X/ Mix ed)

Cooling Equipment PCI Asset No. Size ( Lit .) CCX

Signage G. Sign CC X PC I

Rack CC X

PCI

Both

OW N

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21

VISI FORMAT

Route NamePSR Name -

Summer TraineeDateCreate Stackin g Minimu m5 Case

S.N o.

Oulet Name

Address

Visi 1st Positi on

Visi Puri ty

Chargin g > 70 %

Rack Chargin g

FMO -1

FMO -2

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35

VARUN MARKETING BEVERAGE VARUN MANUFACTURING BEVERAGE DIVISION PLANT SUB DISTRIBUTION CONSUMERS RETAILERS DISTRIBUTION