PROJECT REPORT

ON
“BENEFITS AND CONSTRAINTS OF PLANNOGRAM”
At
Varun Beverages Limited

A REPORT SUBMITTED IN FULFILLMENT OF

THE REQUIREMENTS OF PGDM PROGRAM OF ACCMAN INSTITUTE
OF MANAGEMENT.
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Submitted to: Submitted by:

DIRECTOR SURYODAY
KUMAR

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ACCMAN INSTITUTE OF MANAGEMENT ROLL NO.-PG-08
-30156
GREATER NOIDA BATCH: -
2008-2010

CERTIFICATE FROM FACULTY GUIDE

This is to certify that Mr. Suryoday Kumar (PG-08-30156), a student of the Post-
Graduate Diploma in Management has successfully completed his summer
project titled “Benefits and constraints of Plannogram” for the period from
01/05/2009 TO 30/06/2009.

This project is submitted by Mr. Suryoday Kumar in partial fulfillment of the

requirements for the award of Post Graduate Diploma in Management.

The project is submitted following my approval and satisfies the rules and
guidelines defined by ACCMAN INSTITUTE OF MANAGEMENT, GREATER
NOIDA, for the project

Date: - Prof. Amit Kumar

(Faculty Guide)

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 DECLARATION

I hereby declare that the project work entitled is an original and bonafide work
done by me. This project is being submitted in partial fulfillment for award of
degree of “Post Graduate Diploma in Management” (PGDM) from “Accman
institute of Management, Greater Noida, Uttar Pradesh.

The content of this report is based on the information collected by me during my

tenure at Varun beverages Ltd.Khicharipur Depot, Delhi-91

SURYODAY KUMAR
PG-08-30156
2008-2010

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 ACKNOWLEDGEMENT

It was a beatifying experience to be attached to such a reputed organization, which

is a soft drinks market leader in India. I express my deep sense of gratitude to
VARUN BEVERAGES LIMITED (franchisee of Pepsi) for providing me an
opportunity to complete my summer training project.

I am very thankful to my project guide Mr. H.S.RANA (MDM) for his directions,
suggestion and information provided which were of utmost importance for the
successful completion of the project.

I express my deep sense of gratitude and sincere thanks to PROF. AMIT KUMAR
as well as prof. Arun Prakash for his continuous support, encouragement, guidance
throughout the duration of project.

I also offer my sincere gratitude to MR. NEERAJ UPADHAYA (TDM), MR.

HITESH SARDANA (ADC) for giving me opportunity to work with them. I am
thankful to all the sales and distribution team of Varun beverages Ltd for their
support.

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 With Regards,
SURYODAY KUMAR
(2008-2010)

CONTENTS

PARTICULARS PAGE NO

⇒ EXECUTIVE SUMMARY 5-6

⇒ OBJECTIVE OF THE STUDY 7

⇒ INTRODUCTION OF PEPSI & ITS PRODUCTS 9-21

⇒ HISTORY OF PEPSI 23-30

⇒ PEPSI ADS. 32-37

⇒ COMPANY’S PROFILE 39-46

⇒ MANAGING SALES FORCE 47

⇒ PRODUCT POSITIONING 48

⇒ COMPETITOR ANALYSIS 49

⇒ ABOUT PLANOGRAM & FIELD WORK 50

⇒ RESEARCH METHODOLOGY 51-58

⇒ COLLECTED DATA 59-64

⇒ DATA ANALYSIS 65-71

⇒ FINDINGS 72

⇒ RECOMMENDATION 73

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 ⇒ CONCLUSION 74

⇒ BIBLIOGRAPHY 75

⇒ QUESTIONNAIRE 76-79

EXECUTIVE SUMMARY

This project was undertaken for a period of eight weeks at Varun Beverages Ltd
(a Franchisee of PepsiCo) for the partial fulfillment of the PGDM (Post
Graduate Diploma in Management) course from Accmam Institute of
Management, Greater Noida.

In summers with rise in mercury level the demand for cold drink springs up to
quench the thirst of millions of people. As competition is on its apex between two
major cold drink giants’ Pepsico and coca cola they are trying to catch every
customer with their wide range of products and making these available everywhere.

This project deals with Pepsico new distribution technique called PLANOGRAM
programme. As Pepsi got a wide range of products, so it requires caring every
product closely. As well as it also require to sell or promote every product in the
market. Main objective of this scheme is making Pepsi range available everywhere
with every product known to the consumer. And should be arranged as per POG in
every shop. It is important to select right retailer and build good relation with them
to ensure availability of products in retail shops, which is a very important aspect of
this business.POG (PLANOGRAM) is a hierarchy of arranging the bottles in a

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researched sequence to arrange the bottles. This research explains that sell may rise
up to 30 to 40 % by implementing this planogram method. In starting of this
research will found that many shoppers have some misunderstanding in arranging
this programme. But we convince them to implement this programme & they got
our suggestion and implemented it. I have prepared this project after implementing
the POG in 150 shops provided to me.

The POG implementation was a good experience for me. I have visited 150 shops
in different areas of East Delhi. Firstly I have given information about the POG and
then implemented it in every shop. I really learned the process of work in market
first time in my carrier. We have implemented this POG in 150 shops to know the
benefits & constraints of applying this POG.Really it was so crystal clear that any
one can see every product from some distance also. One thing we know that “JO
DIKHTA HAI, WO BIKTA HAI”.

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 OBJECTIVE OF THE STUDY

BENEFITS AND CONSTRAINTS OF PLANOGRAM

 TO KNOW CUSTOMERS CLOSELY.

 DIRECT INTRACTION WITH CUSTOMERS.

 TO KNOW ABOUT THERE PROBLEMS.

 FACTS WHICH CAN BE ACHIEVED WITH THIS PLANOGRAM PROGRAMME.

 TO ANALYSE THE HOT PRESENCE OF STOCK IN SHOPS, HOW MUCH AFFECT

THE SELL?

 HOW MUCH PLANOGRAM IS BENEFICIAL FOR THE RETAILERS?

 TO STUDY THE FACTORS WHICH ARE IMPORTANT TO ATTRACT THE

CUSTOMERS?

 HOW MUCH RETAILERS ARE INTERESTED TO APPLY THE POG PROGRAMME

IN THEIR SHOPS?

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 DOES RETAILER THINK THAT POG ENHANCES VISUAL APPEAL OF
VISICOOLER?

INTRODUCTION OF PEPSI & ITS PRODUCTS

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 International

Pepsi Company is a large conglomerate with interests in manufacturing, marketing

and selling a wide variety of carbonated and non-carbonated beverages, as well as
salty, sweet and grain-based snacks, and other foods. PepsiCo is a world leader in
convenient snacks, foods and beverages, with revenues of more than $39 billion
and over 185,000 employees.

PepsiCo International (PI)

PI includes all PepsiCo businesses in the United Kingdom, Europe, Asia, Middle
East and Africa.

Shareholders

PepsiCo (symbol: PEP) shares are traded principally on the New York Stock
Exchange in the United States. The company is also listed on the Chicago and
Swiss stock exchanges. PepsiCo has consistently paid cash dividends since the
corporation was founded.

Corporate Citizenship

At PepsiCo, we believe that as a corporate citizen, we have a responsibility to

contribute to the quality of life in our communities. This philosophy is expressed in
our sustainability vision which states: “PepsiCo’s responsibility is to continually
improve all aspects of the world in which we operate – environment, social,
economic -- creating a better tomorrow than today.”

Our vision is put into action through programs and a focus on environmental
stewardship, activities to benefit society, and a commitment to build shareholder
value by making PepsiCo a truly sustainable company.

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PepsiCo Headquarters

PepsiCo World Headquarters is located in Purchase, New York, approximately 45

minutes from New York City. The seven-building headquarters complex was
designed by Edward Durrell Stone, one of America's foremost architects. The
building occupies 10 acres of a 144-acre complex that includes the Donald M.
Kendall Sculpture Gardens, a world- acclaimed sculpture collection in a garden
setting.

Company leadership

PepsiCo's History Timeline

PepsiCo, Inc. is founded by Donald M. Kendall, President and Chief Executive

Officer of Pepsi-Cola and Herman W. Lay, Chairman and Chief Executive Officer
of Frito-Lay, through the merger of the two companies. Pepsi-Cola was created in
the late 1890s by Caleb Bradham, a New Bern, N.C. pharmacist. Frito-Lay, Inc.
was formed by the 1961 merger of the Frito Company, founded by Elmer Doolin in
1932, and the H. W. Lay Company, founded by Herman W.Lay, also in 1932.
Herman Lay is chairman of the Board of Directors of the new company; Donald M.
Kendall is president and chief executive officer. The new company reports sales of
$510 million and has 19,000 employees.

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PepsiCo brands are available in nearly 200 countries and generate sales at the retail
level of more than $98 billion. Some of PepsiCo's brand names are more than 100-
years-old, but the corporation is relatively young. PepsiCo was founded in 1965
through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998
and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001
Headquartered in Purchase, New York, with Research and Development
Headquarters in Valhalla, NY, The Pepsi Cola Company began in 1898, but it only
became known as PepsiCo when it merged with Frito Lay in 1965. Until 1997, it
also owned KFC, Pizza Hut, and Taco Bell, but these fast-food restaurants were
spun off into Tricon Global Restaurants, now Yum! Brands, Inc. PepsiCo
purchased Tropicana in 1998 and Quaker Oats in 2001.PepsiCo’s mission is “To be
the world's premier consumer Products Company focused on convenient foods 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.”

The company consists of

PepsiCo Americas Foods (PAF)

PAF includes Frito-Lay North America, Quaker Foods North America and all Latin
America food and snack businesses, including Sabritas and Gamesa businesses in
Mexico.

Frito-Lay and Pepsi Join

In February 1965, the Board of Directors for Frito-lay, Inc. and Pepsi-Cola
announced a plan for the merger of the two companies. On June 8, 1965, the
merger of Frito-Lay and Pepsi-Cola Company was approved by shareholders of
both companies, and a new company called PepsiCo, Inc. was formed. At the time
of the merger, Frito-Lay owned 46 manufacturing plants nationwide, had more than

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150 distribution centers across the United States, and was listed on the New York
Stock Exchange.

Frito-Lay North America and Frito-Lay International

PepsiCo's snack food operations had their start in 1932 when two separate events
took place. In San Antonio, Texas, Elmer Doolin bought the recipe for an unknown
food product – a corn chip – and started an entirely new industry. The product was
Fritos brand corn chips, and his firm became the Frito Company.

That same year in Nashville, Tennessee, Herman W. Lay started his own business
distributing potato chips. Mr. Lay later bought the company that supplied him with
product and changed its name to H.W. Lay Company. The Frito Company and
H.W. Lay Company merged in 1961 to become Frito-Lay, Inc.

Today, Frito-Lay brands account more than half of the U.S. snack chip industry.

PepsiCo began its international snack food operations in 1966. Today, with
operations in more than 40 countries, it is the leading multinational snack chip
company, accounting for more than one quarter of international retail snack chip
sales. Products are available in some 120 countries. Frito-Lay North America
includes Canada and the United States. Major Frito-Lay International markets
include Australia, Brazil, Mexico, the Netherlands, South Africa, the United
Kingdom and Spain.

Often Frito-Lay products are known by local names. These names include
Matutano in Spain, Sabritas and Gamesa in Mexico, Elma Chips in Brazil, Walkers
in the United Kingdom and others. The company markets Frito-Lay brands on a
global level, and introduces unique products for local tastes.

Major Frito-Lay products include Ruffles, Lay's and Doritos brands snack chips.
Other major brands include Cheetos cheese flavored snacks, Tostitos tortilla chips,
Santitas tortilla chips, Rold Gold pretzels and SunChips multigrain snacks. Frito-
Lay also sells a variety of snack dips and cookies, nuts and crackers.
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Quaker Foods North America

The Quaker Oats Company was formed in 1901 when several American pioneers in
oat milling came together to incorporate. In Ravenna, Ohio, Henry D. Seymour and
William Heston had established the Quaker Mill Company and registered the now
famous trademark. Seymour wanted his product to be a symbol of honesty,
integrity and strength. The figures of a man in Quaker clothes became the first
registered trademark for breakfast cereal and remain the hallmark for Quaker Oats
today. In Cedar Rapids, Iowa, John Stuart and his son, Robert, and their partner,
George Douglas, operated the largest cereal mill of the time. Ferdinand
Schumacher, known as "The Oatmeal King," had founded German Mills American
Oatmeal Company in 1856.

Combining The Quaker Mill Company with the Stuart and Schumacher businesses
brought together the top oats milling expertise in the country as The Quaker Oats
Company. The first major acquisition of the company was Aunt Jemina Mills
Company in 1926, which is today the leading manufacturer of pancake mixes and
syrup.

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In 1986, The Quaker Oats Company acquired the Golden Grain Company,
producers of Rice-A-Roni.

PepsiCo merged with The Quaker Oats Company in 2001. Its products still have
the eminence of wholesome, good-for-you food, as envisioned by the company
over a century ago.

PepsiCo Americas Beverages (PAB)

PAB includes PepsiCo Beverages North America and all Latin American beverage
businesses

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Pepsi-Cola North America and PepsiCo Beverages International

Caleb Bradham, a New Bern, North Carolina druggist, who first formulated Pepsi-
Cola, founded PepsiCo’s beverage business at the turn of the century. Today
consumers spend about $33 billion on Pepsi-Cola beverages. Brand Pepsi and other
Pepsi-Cola products – including Diet Pepsi, Pepsi-One, Mountain Dew, Slice,
Sierra Mist and Mug brands – account for nearly one-third of total soft drink sales
in the United States, a consumer market totaling about $60 billion.
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Pepsi-Cola also offers a variety of non-carbonated beverages, including Aquafina
bottled water, Fruitworks and All Sport.

In 1992 Pepsi-Cola formed a partnership with Thomas J. Lipton Co. Today Lipton
is the biggest selling ready-to-drink tea brand in the United States. Pepsi-Cola also
markets Frappuccino ready-to-drink coffee through a partnership with Starbucks.

In 2001 SoBe became a part of Pepsi-Cola. SoBe manufactures and markets an

innovative line of beverages including fruit blends, energy drinks, dairy-based
drinks, exotic teas and other beverages with herbal ingredients.

Outside the United States, Pepsi-Cola soft drink operations include the business of
Seven-Up International. Pepsi-Cola beverages are available in about 160 countries
and territories.

Pepsi-Cola began selling its products internationally in 1934 with its operations in
Canada. Operations grew rapidly beginning in the 1950s. In addition to brands
marketed in the United States, major products include Mirinda and Pepsi Max.
Pepsi-Cola North America includes the United States and Canada. Key
international markets include Argentina, Brazil, China, India, Mexico, Philippines,
Saudi Arabia, Spain, Thailand and the United Kingdom. PepsiCo Beverages
International also produces, sells and distributes Gatorade sports drinks as well as
Tropicana and other juices internationally.

Pepsi-Cola provides advertising, marketing, sales and promotional support to

Pepsi-Cola bottlers and food service customers. This includes some of the world's
best-loved and most-recognized advertising. New advertising and exciting
promotions keep Pepsi-Cola brands young.

The company manufactures and sells soft drink concentrate to Pepsi-Cola bottlers.
The company also provides fountain beverage products.

Gatorade/Tropicana North America

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 Anthony Rossi as a Florida fruit packaging business founded Tropicana in 1947.
The company entered the concentrate orange juice business in 1949, registering
Tropicana as a trademark.

In 1954 Rossi pioneered a pasteurization process for orange juice. For the first
time, consumers could enjoy the fresh taste of pure not-from-concentrate 100%
Florida orange juice in a ready-to-serve package. The juice, Tropicana Pure
Premium, became the company’s flagship product.

In 1957 the name of the company was changed to Tropicana Products,

headquartered in Bradenton, Florida. The company went public in 1957, was
purchased by Beatrice Foods Co. in 1978, acquired by Kohlberg Kravis & Roberts
in 1986 and sold to The Seagram Company Ltd. in 1988. Seagram purchased the
Dole global juice business in 1995. PepsiCo acquired Tropicana, including the Dole
juice business, in August 1998.

Today the Tropicana brand is available in 63 countries. Principal brands in North

America are Tropicana Pure Premium, Tropicana Season’s Best, Dole Juices and
Tropicana Twister. Internationally, principal brands include Tropicana Pure
Premium and Dole juices along with Frui'Vita, Loóza and Copella. Tropicana Pure
Premium is the third largest brand of all food products sold in grocery stores in the
United States.

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Gatorade sports drinks were acquired by the Quaker Oats Company in 1983 and
became a part of PepsiCo with the merger in 2001. Gatorade is the first isotonic
sports drink. Created in 1965 by researchers at the University of Florida for the
school's football team, "The Gators," Gatorade is now the world's leading sports
drink

Vision of PepsiCo

PepsiCo Mission

"To be the world's premier consumer Products Company focused on convenience

foods 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."

PepsiCo in India

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PepsiCo is a world leader in convenience foods and beverages, with 2007 revenues
of more than $39 billion and more than 185,000 employees across the world. Its
world renowned brands are available in nearly 200 countries and territories.
PepsiCo gained entry to India in 1989 by creating a joint venture with the Punjab
government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India
Limited. This joint venture marketed and sold Lehar Pepsi until 1991, when the use
of foreign brands was allowed; PepsiCo bought out its partners and ended the joint
venture in 1994. Firstly Pepsi was banned from import in India, in 1970, for having
refused to release the list of its ingredients and in 1993, the ban was lifted, with
Pepsi arriving on the market shortly afterwards.

PepsiCo has grown to become the country’s largest selling food and beverage
companies. One of the largest multinational investors in the country, PepsiCo has
established a business which aims to serve the long term dynamic needs of
consumers in India.

PepsiCo India and its partners have invested more than U.S. $700 million since the
company was established in the country in 1989. In India, PepsiCo provides direct
employment to 4,000 people and indirect employment to 60,000 people including
suppliers and distributors.

The group has built an expansive beverage, snack food and exports business and to
support the operations are the group’s 43 bottling plants in India, of which 15 are
company owned and 28 are franchisee owned. In addition to this, PepsiCo’s Frito
Lay snack division has 3 state of the art plants. PepsiCo’s business is based on its
sustainability vision of making tomorrow better than today. Our commitment to
living by this vision every day is visible in our contribution to our country,
consumers, farmers and our people.

PepsiCo India’s expansive portfolio

Refreshment beverages

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 Sports drinks

100% natural fruit juices and juice based drinks

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

PepsiCo’s snack food company

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PepsiCo’s snack food company, Frito-Lay, is the leader in the branded potato chip
market and was amongst the first companies to eliminate the use of trans fats and
MSG in its products. It manufactures Lay’s Potato Chips; Cheetos extruded snacks,
Uncle Chipps and traditional namkeen snacks under the Kurkure and Lehar brands.
The company’s high fiber breakfast cereal, Quaker Oats, along with Lehar Lites,
low fat and roasted snack options enhance the choices available to the growing
health and wellness needs of our consumers. Frito Lay’s core products, Lay’s,
Kurkure, Uncle Chipps and Cheetos are cooked in Rice Bran Oil to significantly
reduce saturated fats and all of its products contain voluntary nutritional labeling on
their packets.

PepsiCo SKU’s

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HISTORY OF PEPSI

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 HISTORY OF
PEPSI

Caleb Bradham of New Bern, North Carolina was a

pharmacist. Like many pharmacists at the turn of the century
he had a soda fountain in his drugstore, where he served his
customers refreshing drinks, that he created himself. His most
popular beverage was something he called "Brad's drink"
made of carbonated water, sugar, vanilla, rare oils, pepsin
and cola nuts.
"Brad's drink", created in the summer of 1893, was later
renamed Pepsi Cola in 1898 after the pepsin and cola nuts used in the recipe. In
1898, Caleb Bradham wisely bought the trade name "Pepsi-Cola" for $100 from a
competitor from Newark, New Jersey that had gone broke.
In 1902, he launched the Pepsi-Cola Company in the back room of his pharmacy,
and applied to the U.S. Patent Office for a trademark. At first, he mixed the syrup
himself and sold it exclusively through soda fountains. But soon Caleb recognized
that a greater opportunity existed to bottle Pepsi so that people could drink it
anywhere.
The business began to grow, and on June 16, 1903, "Pepsi-Cola" was officially
registered with the U.S. Patent Office. That year, Caleb sold 7,968 gallons of syrup,
using the theme line "Exhilarating, Invigorating, Aids Digestion." He also began
awarding franchises to bottle Pepsi to independent investors, whose number grew
from just two in 1905, in the cities of Charlotte and Durham, North Carolina, to 15
the following year, and 40 by 1907. By the end of 1910, there were Pepsi-Cola
franchises in 24 states.

Pepsi-Cola's first bottling line resulted from some less-

than-sophisticated engineering in the back room of
Caleb's pharmacy. Building a strong franchise system
was one of Caleb's greatest achievements. Local Pepsi-
Cola bottlers, entrepreneurial in spirit and dedicated to
the product's success, provided a sturdy foundation. They
were the cornerstone of the Pepsi-Cola enterprise. By
1907, the new company was selling more than 100,000
gallons of syrup per year.

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Growth was phenomenal, and in 1909 Caleb erected a headquarters so spectacular
that the town of New Bern pictured it on a postcard. Famous racing car driver
Barney Old field endorsed Pepsi in newspaper ads as "A bully drink...refreshing,
invigorating, a fine bracer before a race."
After seventeen years of success, Caleb Bradham lost Pepsi Cola. He had gambled
on the fluctuations of sugar prices during W.W.I, believing that sugar prices would
continue to rise but they fell instead leaving Caleb Bradham with an overpriced
sugar inventory. Pepsi Cola went bankrupt in 1923.
In 1931, Pepsi Cola was bought by the Loft Candy Company Loft president,
Charles G. Guth who reformulated the popular soft drink. Guth struggled to make a
success of Pepsi and even offered to sell Pepsi to the Coca-Cola company, who
refused to offer a bid.
In 1940, history was made when the first advertising jingle was broadcast
nationally. 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.

In 1964, Diet Pepsi was introduced.

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

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1898--One of Caleb's formulations, known as "Brad's Drink," a combination of
carbonated water, sugar, vanilla, rare oils and cola nuts, is renamed "Pepsi
-Cola" on August 28, 1898. Pepsi-Cola receives its first logo.

1902-- Bradham applies for a trademark with the U.S. Patent Office, Washington
D.C., and forms the first Pepsi-Cola Company.

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.

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).

Caleb Bradham, the founder of Pepsi-Cola and "Brad's Drink," dies at 66

(May 27th, 1867-February 19th, 1934).

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.

1960--Young adults become the target consumers and Pepsi's advertising keeps
pace with "Now it's Pepsi, for those who think young."

1963-- 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.

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1965--Expansion outside the soft drink industry begins. Frito-Lay of Dallas, Texas,
and Pepsi-Cola merge, forming PepsiCo, Inc.
Military 12-ounce cans are such a success that full-scale commercial
distribution begins.

1970--Pepsi introduces the industry's first two-liter bottles. Pepsi is also the first
company to respond to consumer preference with light-weigh, recyclable
, plastic bottles.

1984--Pepsi advertising takes a dramatic turn as Pepsi becomes "the choice of a

New Generation."

1985--After responding to years of decline, Coke loses to Pepsi in preference tests

by reformulating. However, the new formula is met with widespread
consumer rejection, forcing the re-introduction of the original formulation
as "Coca-Cola Classic."
The cola war takes "one giant sip for mankind," when a Pepsi "space can"
is successfully tested aboard the space shuttle.

1991-- Pepsi introduces the first beverage bottles containing recycled polyethylene
terephthalate (or PET) into the marketplace. The development marks the
first time recycled plastic is used in direct contact with food in packaging.

1992-- Pepsi-Cola and Lipton Tea Partnership is formed. Pepsi will distribute
single serve Lipton Original and Lipton Brisk products.

1994-- Pepsi Foods International and Pepsi-Cola International merge, creating the
PepsiCo Foods and Beverages Company.

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1997-- PepsiCo announces that 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 – The Parent Company

PepsiCo, Inc. is one of the world's largest food and beverage companies. The
company's principal businesses include:

• Frito-Lay snacks
• Pepsi-Cola beverages
• Gatorade sports drinks
• Tropicana juices
• Quaker Foods

PepsiCo, Inc. was founded in 1965 through the merger of Pepsi-Cola and Frito-
Lay. Tropicana was acquired in 1998. In 2001, PepsiCo merged with the Quaker
Oats Company, creating the world’s fifth-largest food and beverage company, with
15 brands – each generating more than $1 billion in annual retail sales. PepsiCo’s
success is the result of superior products, high standards of performance, distinctive
competitive strategies and the high level of integrity of our people. Pepsi-Cola
North America, headquartered in Purchase, N.Y., is the refreshment beverage unit
of PepsiCo Beverages and Foods North America, a division of PepsiCo, Inc.
PepsiCo Beverages and Foods North America also comprises PepsiCo's Tropicana,
Gatorade and Quaker Foods businesses in the United States and Canada. Pepsi-
Cola North America's carbonated soft drinks, including: Pepsi, Diet Pepsi, Pepsi
Twist, Mountain Dew, Mountain Dew Code Red, Sierra Mist, and Mug Root Beer
account for nearly one-third of total soft drink sales in the United States. Pepsi-
Cola North America's non-carbonated beverage portfolio includes Aquafina, which

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is the number one brand of bottled water in the United States, Dole single-serve
juices and SoBe, which offers a wide range of drinks with herbal ingredients. The
company also makes and markets North America's best-selling, ready-to-drink iced
teas and coffees via joint ventures with Lipton and Starbucks, respectively.

PEPSICO INDIA

INTRODUCTION:

PepsiCo entered India in 1989 and in the span of a little more than a decade it
became the country's largest selling soft drinks company. The Company has
invested heavily in India making it one of the largest multinational investors. The
group has built an expansive beverage, snack food and exports business and to
support the operations are the group's 43 bottling plants in India, of which 15 are
company owned and 28 are franchisee owned.

PepsiCo stays committed to providing its consumers with top quality beverages. Its
diverse portfolio of brands include the flagship cola brand - Pepsi; Diet Pepsi; 7Up;
Mirinda; Mountain Dew; Slice fruit drink; Tropicana brand 100% fruit juices in
various flavours; Aquafina packaged drinking water; Gatorade plus local brands
Lehar Evervess Soda, Dukes Lemonade and Mangola.

PepsiCo is also a dominant player in the snack food segment in India. PepsiCo's
snack food company Frito-Lay is the leader in the branded potato chip market. It
manufactures Lay's Potato Chips; Cheetos extruded snacks, Uncle Chips;
traditional namkeen snacks under the Kurkure and Lehar brands; and Quaker Oats.

PepsiCo is one of the largest MNC exporters in India and its export business
consist of three categories - agri business, commodities and Pepsi system sales.
PepsiCo has made significant investments with the Punjab Agriculture University
to develop a comprehensive agro-technology program that has helped thousands of
farmers across India improve the yield of their farms and the quality of their
agricultural products. PepsiCo has leveraged its knowledge in contract farming to
develop seaweed cultivation in Tamil Nadu and has partnered with the Government
of Punjab to help farmers of the state through the utilization of developed
technology for citrus farming.

As part of its sustainable development initiatives, PepsiCo India has been a

committed leader in the promotion of rain water harvesting, water conservation
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recycling and the reduction of effluent discharge. PepsiCo has also established zero
waste centers and PET recycling supply chains and assisted victims of natural
disasters. PepsiCo stays dedicated in its endeavor to develop community outreach
programs by supporting rural water supply schemes, administering medical camps
in villages, providing computers to rural schools and creating opportunities for
women in rural areas through vocational training as an alternate means of
livelihood.

OVERVIEW OF PEPSICO INDIA:

PepsiCo Mission

"To be the world's premier consumer Products Company focused on convenience

foods 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."

PepsiCo in India

PepsiCo entered India in 1989 and has grown to become one of the country’s
leading food and beverage companies. One of the largest multinational investors in
the country, PepsiCo has established a business which aims to serve the long term
dynamic needs of consumers in India.

PepsiCo India and its partners have invested more than U.S. $700 million since the
company was established in the country. PepsiCo provides direct employment to
4,000 people and indirect employment to 60,000 people including suppliers and
distributors.

PepsiCo nourishes consumers with a range of products from treats to healthy eats
that deliver joy as well as nutrition and always, good taste. PepsiCo India’s
expansive portfolio includes iconic refreshment beverages Pepsi, 7 UP, Mirinda
and Mountain Dew, in addition to low calorie options such as Diet Pepsi, hydrating
and nutritional beverages such as Aquafina drinking water, isotonic sports drinks -
Gatorade, Tropicana100% fruit juices, and juice based drinks – Tropicana Nectars,
Tropicana Twister and Slice. Local brands – Lehar Evervess Soda, Dukes
Lemonade and Mangola add to the diverse range of brands.

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PepsiCo’s foods company, Frito-Lay, is the leader in the branded salty snack
market and all Frito Lay products are free of trans-fat and MSG. It manufactures
Lay’s Potato Chips; Cheetos extruded snacks, Uncle Chipps and traditional snacks
under the Kurkure and Lehar brands. The company’s high fibre breakfast cereal,
Quaker Oats, and low fat and roasted snack options enhance the healthful choices
available to consumers. Frito Lay’s core products, Lay’s, Kurkure, Uncle Chipps
and Cheetos are cooked in Rice Bran Oil to significantly reduce saturated fats and
all of its products contain voluntary nutritional labeling on their packets.

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. In addition to this, PepsiCo’s Frito Lay foods
division has 3 state-of-the-art plants. PepsiCo’s business is based on its
sustainability vision of making tomorrow better than today. PepsiCo’s commitment
to living by this vision every day is visible in its contribution to the country,
consumers and farmers.

Performance with Purpose

Performance with Purpose articulates PepsiCo India's belief that its businesses are
intrinsically connected to the communities and world that surrounds it.
Performance with Purpose means delivering superior financial performance at the
same time as we improve the world.

To deliver on this commitment, PepsiCo India will build on the incredibly strong
foundation of achievement and scale up its initiatives while focusing on the
following 4 critical areas that have a business link and where we believe that we
can have the most impact.

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PEPSI ADS.

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COMPANY’S PROFILE

JAIPURIA GROUP
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Jaipuria Group is a Rs. 4,000 Cr. multi- faceted organization with diverse
business interests.
The JAIPURIA GROUP is one of the top business houses in India, headquartered
in New Delhi, India. It is quickly establishing itself as a pan Asian group with its
operations already starting in Sri Lanka, Singapore and Indonesia. It has business
interests in manufacturing, processing & distribution of Aerated Water, Beer, Ice
Creams, Bread and Pizzas. It is also present in diverse fields of IT, Printing, Real
Estate, Industrial Water Meters, Education, Power and Coal mining.

VARIOUS FIELD IN WHICH JAIPURIA GROUP

BREWERIES

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 REAL ESTATE

ICE CREAM

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ENGINEERING

COAL MINING

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 HYDROPOWER

PRINTING

PIZZA HUT
It has exclusive franchise rights for Northern & Eastern India. Out of 56 operational Pizza Hut restaurants in the
country 27 restaurants are owned and run by its company. These restaurants are located at Defense Colony,
Aleksandra, Vikas Puri, Green Park, Karol Bagh, New Friends Colony, Connaught Place, Basant Lok, Greater
Kailash, Jaipur (2), Agra, Noida (2), Faridabad (2), Chandigarh (2), Ludhiana, Jallandhar, Amritsar, Gurgaon (3),
Kushambi(Ghaziabad) and Kolkata (2).
All these restaurants are making good profits & are dominating the market. The name of business entity is Devyani
International Private Limited.

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The Jaipuria Group is Raymond's sole selling agent for Northern India and owns Seven of Raymond's exclusive
retail outlets in Delhi. Empowered by powerful strategies, the group has been retaining its partnership with Raymond
since 1940. Envisaging the growth in the retailing sector, the group has also ventured into garment and textile retail.
It has set up seven showrooms at seven major locations viz. Connaught Place, Greater Kailash, Green Park, Lajpat
Nagar, Roop Nagar, and Kamla Nagar & Karol Bagh. Jaipuria Group is all set to become one of the major garment
retailers in India.

BEVERAGES

Jaipuria Group has the distinct honor of being the biggest bottler in India of the global giant Pepsi Co. It controls
near about 60% of Pepsi’s bottling business in India. The Group has been managing a network of scores of
distributors and simultaneously proving employment to thousands of people. With state–of–the-art technology and
plants equipped with the latest machinery, the Jaipuria Group has occupied a remarkable position in the soft drink
industry of India. The company has created a stronghold across the country.

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RKJ GROUP (RAVIKANT JAIPURIA)

Indian beverages industry’s size is Rs.10000 Crores and it is dominated by two

players viz Pepsi and Coke only. This profile industry has lot of potential for
growth as per capita consumption in India is 8 bottles a year as compared to 20
bottles in Sri Lanka, 14 in Pakistan, while 12 bottles in Nepal.
Ravi K Jaipuria (RKJ) is one of PepsiCo India’s largest franchisee bottler. It is
India’s leading supplier of retailer brand Carbonated and Non-Carbonated soft
drinks, with beverages manufacturing facilities in India and Nepal. Its experience in
the beverage industry dates back to the sixties when it had the first franchise at
Agra.
The group manufactures and markets Carbonated and Non-Carbonated soft drinks
and mineral water under Pepsi brand. The various flavors and sub-brands are Pepsi,
Diet Pepsi, Mirinda orange, Mirinda Lemon, Mountain Dew, 7UP, Slice,
Lehar Soda, Tropicana, Twister and Aquafina.
The RKJ group has signed a franchise with Tricon restaurant India Pvt. Ltd. to run
a fast food chain in Northern Indian under the name of Pizza Hut. The first
beverage plant was set up in 1969 under Agra Beverages Corporation Limited.
Since than family has set up 18 bottling plants in India (holding about 44% of the
Pepsi manufactured and marketed in India) and one in Nepal (holding 100% of the
Pepsi share in Nepal).
The bottling plants of RKJ group are located at Greater Noida (Varun Beverages
Ltd.), Jaipur, Kosi Kalan, Alwar, Jodhpur (Varun Beverages Ltd.) Goa Bottling Co
Ltd, Dharwada (Nector Beverages Private Ltd.) and Nepal (Varun Beverages Ltd.).

It has the license to supply beverages in the territories of Eastern Delhi, Western
U.P., Uttaranchal, and part of M.P., half of Haryana, whole of Rajasthan, Goa, 3
districts of Maharashtra, and some 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. From 1995 the
company had been operating successfully in conformation to the objective of the
Pepsi Foods Ltd. In 1995 Varun beverages was awarded the best quality and
productivity award. Further, in 1998 the group was awarded the best Pepsi
bottler of the world.

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The management of the RKJ group is in the hands of MR. RAVI JAIPURIA
(CHAIRMAN OF THE COMPANY) shares the production and managerial
responsibilities of the company.
Jaipuria Group is an Rs.1500 cores, family controlled, reputed business house with
a number of operations in diversified fields like textiles, bottling, education,
information technology, food chain and retailing, a part from numerous other
business segments.
The group as on today can boast of expertise and leadership in the fields of food
and beverages, textiles and real estate development with varied interests in a wide
range of products and services.

The Jaipuria group under the leadership of the three brothers SK Jaipuria, RK
Jaipuria and CK Jaipuria has today become one of the leading business houses of
the country.

PEPSICO INDIA WITH RKJ GROUP:

VISION
Being the best in everything, we touch and handle.

MISSION
Continuously excel to achieve and maintain leadership position in the chosen
businesses; and delight all stakeholders by making economic value additions in all
corporate functions.

It can be said with absolute certainty that the RKJ Group has carved out a special
niche for itself. Our services touch different aspects of commercial and civilian
domains like those of Bottling, Food Chain and Education. Headed by Mr. R. K.
Jaipuria, the group as on today can lay claim to expertise and leadership in the
fields of education, food and beverages.

The business of the company was started in 1991 with a tie-up with Pepsi Foods
Limited to manufacture and market Pepsi brand of beverages in geographically pre-
defined territories in which brand and technical support was provided by the
Principals viz., Pepsi Foods Limited. The manufacturing facilities were restricted at
Agra Plant only.
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Varun Beverages Ltd. is the flagship company of the group.

The group also became the first franchisee for Yum Restaurants International
[formerly PepsiCo Restaurants (India) Private Limited] in India. It has exclusive
franchise rights for Northern & Eastern India. It has total 46 Pizza Hut Restaurants
& 1 KFC Restaurant under its company.

The group added another feather to its cap when the prestigious PepsiCo
“International Bottler of the Year” award was presented to Mr. R. K. Jaipuria for
the year 1998 at a glittering award ceremony at PepsiCo’s centennial year
celebrations at Hawaii, USA. The award was presented by Mr. Donald M. Kendall,
founder of PepsiCo Inc. in the presence of Mr. George Bush, the 41st President of
USA, Mr. Roger A. Enrico, Chairman of the Board & C.E.O., PepsiCo Inc. and Mr.
Craig Weatherup, President of Pepsi Cola Company.

Strategic Divisions:

PepsiCo India consists of different divisions that include Beverage division, Snack
food division and the Restaurant division (Yum Restaurants India Pvt. Ltd.). These
divisions work as separate SBU’s and have their separate management.

PepsiCo India divided its beverage division into different operating divisions. The
heads of these divisions report directly to the CEO. The heads of these divisions are
in charge of their respective areas and are accountable for the proper functioning of
all the regions. The FOBO’s also report to the regional heads apart from the
COBO’s.

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 MANAGING THE SALESFORCE

 MANAGING THE SALESFORCE

Sales Management involves managing people and getting results through them. It
involves sales planning that is based on market analysis. It involves setting sales
goal and try to achieve them. Sales management also involves organizing and
motivating the sales team in such a way that they achieve and surpass the goal. This
involves appropriate compensation plan and building sales organization to respond
to market realities. Finally, the sales manager needs to review the performance and
access productivity of his/her team.

MAIN POINTS –

⇒ The role of the sales manager is futurist, strategist, information management

and leadership.

⇒ The sales management planning process involves analysis, goal setting,

strategy and tactics development, issues in implementation and finally
controlling sales effort.

⇒ Sales budget are the financial aspects of the sales plan. Sales quotas are
targets to be achieved by individual salesperson or by the sales team.

⇒ A sales team can be formed either on the basis of the product, or territory or
customer groups or combination of these.

⇒ The compensation plans used by sales managers are straight salary,

commissions only or a combination of these two.

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 PRODUCT POSITIONING

Pepsi prefers to position itself as the beverage choice of “NEW GENERATION”,

or just as the “PEPSI GENERATION”.

These terms adopted in Pepsi advertising campaigns are referring to the market 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 life style of living for today and not worrying
about long-term goals. Though Pepsi’s main emphasis is on this segment but they
also have a focus on the 12 to 18 year old market.

The rich deep blue coloring represents eternal youthfulness and openness.
Marketing plan like “YEH DIL MAANGE MORE”, “GOT ANOTHER
PEPSI”, “YEH PYASS HAI BADI” AND “YEH HAI YOUNGISTAN MERI
JAAN” have made Pepsi one of the coolest brands recognized among teens in the
top five and the only beverage product in this category.

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 COMPETITOR ANALYSIS

The major competitor of Pepsi through out the world is Coca Cola. Following will
give a brief of the competition between the rivals:

 Although the goals of both the companies are the same, the two companies
rely on somewhat different marketing strategies. Pepsi has always taken the
lead in developing new products. Further, Pepsi has always taken more risks,
acted rapidly, and was always developing new advertising ideas.

 In the foreign markets, Coke has been more successful then Pepsi. However,
in certain countries, consumers wanted a soft drink that was low in sugar and
Pepsi responded to it by developing Pepsi Max.

 While Coke has been playing safe with advertisement featuring cute polar
bears, Pepsi stole away Generation X with the appropriately titled “The
Choice of a New Generation” and “Generation Next” marketing
campaigns.

 Pepsi has positioned itself as a youth drink which is considered to be more

modern and lively as compared to Coca Cola. Also, Pepsi has always played
around innovations so as to lead the market.

ABOUT PLANOGRAM & FIELD WORK

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ABOUT PLANOGRAM
Plan-O-Gram serves as a general guide to all of the customers as to what products
we place into our vending machines. The Plan-O-Gram displayed above lists the
products we would use in a machine placed in a general location. It is a defined as
well as researched way to arrange the bottles in the Pepsi visicooler. Which give
the products stock as well as one sight to visicooler to know about the product
stock at the moment? It gives easily visibility to the consumers.
FIELD WORK
My work was to visit every shop and to see either they are following
PLANPGRAM or not. If not then suggest them its benefits. Firstly I have visited
150 shops and convince them its benefits. Majority of them were ready to use this
programme. Then I have taken one of merchandiser with me of that rout who is
responsible to arrange the bottles in the visicooler as per PLANOGRAM program.
He use to arrange the bottles in the visicooler.I have also help him as per my afford.
I have learned a lot in this process. Like how to convince the retailers? How to talk
with them, and many more things.
My project report is based on after implementation of POG in these shops. I have
personally visited these shops and find that only few shop are applying this
program then I convince them to apply it. And then these retailers had applied this
POG. This project is prepared after the PO implementation in these 150 shops.
BEFORE POG IMPLEMENTATION AFTER

RESEARCH METHODOLOGY
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‘Marketing Research can be defined as the systematic design, collection, and
analysis and reporting of data and findings relevant to a specific marketing
situation facing the company’.
The Marketing Research process:
The Marketing Research process can be explained with the following figure.
Define the problem and
research objectives

Develop the research

plan

Data Research Sampling Research Contact

sources Approach plan Instruments Methods

Sampling Questionnaire Mail

Primary unit questionnaire

Secondary Sampling Qualitative

size measures Telephone
Interview
Observational
research Procedure
Personal
Focus Group Interview
Collect the information
Research
Online
Survey research Analyze the information Interview

Behavioural data
Present the findings

Experimental
research
Make the decision

The Marketing Research Process.

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The quality of any project work depends upon the methodology adopted for the
study. Methodology in turn depends upon the nature of the project work. The main
strength of a report comes from collecting, synthesizing and analyzing information
that have a bearing on the defined problem. Again, all information, related to the
problem needs to be carefully scrutinized to avoid the risk of biased analysis.
Having once identified which information is relevant and needs to be collected, one
has to define how this will be done.

The method employed in the investigation depends on the purpose & scope of the
inquiry. This section describes the research procedure covering the following
points:

• Research design used

• Data collection method
• Research measuring tools
• Sampling scheme
• Fieldwork
• Analysis

Research Design:

It is some statement or specification of procedure fro collecting and analyzing the

information required fro the solution of some specific problem. It provides a
scientific framework for conducting some research investigation.
The procedure and the plan for collection and analysis of the information can be
outlined once the problem is formulated and the objectives of the investigation are
listed.

Exploratory Research Design:

Exploratory research is used when one is not conversant with the problem
environment. Such type of investigation is mainly concerned in determining the
general nature of the problem & the variable related to it.

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Exploratory research is generally carried out by tapping three sources of
information i.e.

Study of secondary Sources

Discussion with individuals
Analyzing some specific cases

Descriptive research Design:

These designs are determined for some definite purpose. A number of marketing
research studies are based on such design. It is focused on the accurate description
of the variables present in the problem.

Causal Research Design:

These designs attempt to specify the nature of functional relationship between two
or more variable/factors present in the problem environment e.g. Effectiveness of
advertising to which it affects sales or attitudes of the customer.

Method of data collection:

The task of data collection begins after a research problem has been defined and
research design/plan chalked out. The primary data are those, which are collected
afresh and for the first time, and thus happen to be original in character. The
secondary data, on the other hand, are those which have already been collected by
someone else and which have already been passed through the statistical process.

Collection of primary Data:

We collect primary data during the course of doing experiment in an experimental

research but in case we do research of the descriptive type and perform surveys,
whether sample surveys or census surveys, then we can obtain primary data either
through observation or through direct communication with respondent in one from
or the another or through personal interviews. This, in other words, means that
there are several

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Methods of collecting a primary data particularly in surveys and descriptive
research important ones are:

• Observation method
• Interview method
• Questionnaire method
• Schedule method

Observation Method:

The observation method is the most commonly used method especially in studies
relating to behavioral science. In a way we all observe thing around us, but this sort
of observation is not scientific observation. Observation become a scientific tool
and the method of data collection for the researcher, when it serve a formulated
research purpose, is systematically planned and recorded and is subjected to checks
and controls on validity and reliability.

Under the observation method, the information is sought by way of investigator’s

own direct observation without asking from the respondent.

The main advantage of this method is that subjective bias is eliminated, if

observation is done accurately. Secondly, the information obtain under this method
relates to what is currently happening, it is not complicated by either the past
behaviors or future intentions or attitude. Thirdly, this method is independent of
respondents’ willingness to respond and as such is relatively less demanding of
active cooperation on the part of respondents as happens to be the case in the
interview or the questionnaire method.

However, observation method has various limitations. Firstly, it is an expensive

method. Secondly, the information provided by this method is very limited. So to
get more accurate result from this method we have to examine those phenomena,
which exist in the universe independent of his action. The difference between an
experiment and a survey can be depicted as under:

Thirdly, sometimes-unforeseen factors may interfere with the observational task. If

the observer observes by making himself, more or less, a number of the group he is

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observing so that he can experience what the members of the group experience, the
observation is called as the participant observation.

But when the observer observes as a detached emissary without any attempt on his
part to experience through participation what others feel, the observation of this
type is often termed as non-participant observation. There are several merits of the
participant type of observation:

The researcher is enabled to record the natural behavior of the group.

The researcher can even gather information, which could not easily be obtained if
he observes in a disinterested fashion.

The researcher can even verify the truth of statements made by informants in the
context of a questionnaire or a schedule. But there are also certain demerits of
this type of observation viz., the observer may lose the objectivity to the extent he
participates emotionally; the problem of observation-control is not solved; and it
may narrow-down the researcher’s range of experience.

Interview Method:

The interview method of collecting data involves presentation of oral-verbal stimuli

and reply in terms of oral-verbal responses. This method can be used through
personal interview and, if possible, through telephone interviews.

Personal Interviews:

This method requires a person known as the interviewer asking questions generally
in a face-to-face communication to the other person or persons. At a time a
interviewee may also ask certain questions and the interviewee responds to these,
but usually the interviewer initiates the interview and collect the information. This
sort of interview may be in the form of direct personal investigation or it may be
indirect oral investigation. In the case of direct personal investigation the
interviewer has to collect the information personally from the sources concerned.
He has to be on the spot and has to meet the people from whom data have to be
collected.

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The method of collecting information through personal interviews is usually carried
out in a structured way. As such we call the interviews is usually carried out in a
structured way. As such, we call the interview as structured interview. The chief
merits of interview method are as follows:
More information and that too in greater depth can be obtained.

• Interviewer by his own skill can overcome the resistance, if any or the
respondent; the interview method can be made to yield an almost perfect
sample of the general population.

• There is greater flexibility under this method as the opportunity to restructure

questions is always there, especially in case of unstructured interviews.

• Samples can be controlled more effectively as there arises no difficulty of the

missing returns; non response generally remains very low.

• The language of the interview can be adapted to the ability or educational

level of the person interviewed and as such misinterpretations concerning
questions can be avoided.

However, there are certain weaknesses of the interview method as well.

• It is very expensive method, especially when large and wide spread

geographical sample have to be taken.

• There remains the possibility of the bias of interviewer as well as that of the
respondent; there also remains the headache of supervision and control of
interviewer.

• This method is relatively more time consuming, especially when the sample
is large and recalls upon the respondent are necessary.

• Interviewing at times may also introduce systematic errors.

• Effective interview presupposes proper report with respondents that would

facilitate free frank response. This is often a very difficult requirement.
Questionnaire Method:

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 This method of data collection is quite popular and easier, particularly in case of
large population. It is adopted by private individuals, research workers, private and
public organization and even by governments. A questionnaire consist of a number
of questions printed or typed in a definite order on a form or set of forms. The
questionnaire is mailed to respondents who are expected to read and understand the
questions and write down the reply in the space meant for the purpose in the
questionnaire itself. The respondents have to answer the questions on their own.

Merits of Questionnaire Method:

• There is low cost even when the universe is large and is widely
spread geographically.

• It is free from the bias of the interviewer; Answer is in respondents.

• Respondents have adequate time to give well through out answer.

• Respondents, who are not easily approachable, can also be reached

conveniently.

• Large samples can be made use of and thus the results can be made more
dependable and reliable.

Demerits of Questionnaire Method:

• It can be used only when respondents are educated and cooperating.

• The control over questionnaire may be lost once it is sent.

• It is difficult to know whether willing respondents are truly representative.

For the purpose of this study the research methodology consists of two parts:

• Method of data collection, and

• Type of analysis of data.

Method of data collection:

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 The method of data collection should be chosen keeping in mind the objective of
the study. In this case the objective of the study is find out the current position and
marketing practices of PepsiCo India and what changes and improvements can be
brought into it. For this purpose a combined methodology comprising off interview,
observation and questionnaire method is adopted to get effective data for the study.

Primary data is collected through observation method in East-Delhi markets,

interviews of personal from the sales department of the company and questionnaire
from the consumers. Secondary data is collected mostly from the internet including
case studies, research papers; company website etc.Most of the data used for the
study is qualitative.

Analysis of data:

Analysis of data is primarily done with the help of marketing theories. This is done
to develop a proper understanding of the marketing of PepsiCo India and to know
what improvements can be brought in the present system.

COLLECTED DATA
SHOP RETAILER'S PURIT CHARGI POG ADDRESS CONTACT NO.
NAME NAME Y NG IMPLEMEN

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 TED
1. AGARWAL
CONFECTION SH.NO.38,VASHUND
ARY RAJ KUMAR 25 50 YES HRA ENCLAVE 9818196415
2. AGGARWAL A-38, PRATAP
BIKANERI NAGAR, MAYUR
SWEETS RAJNI 75 75 YES VIHAR-1 011-65295276
75-VIJAY BLOCK,
3. AGGARWAL VIKAS
PASTRY AKHILESH MARG,LAXMI
SHOP AGGARWAL 50 50 YES NAGAR-92 9810358020
4. AGGARWAL AJAY
STORES KUMAR 75 50 YES 14/411, TP 011-22774449
5. AGGARWAL P-19, PANDAV
SWEET NAGAR , MAYUR
CORNER PANKAJ 75 75 YES VIHAR-1 011-42153604
6. AGGARWAL 101/5, PRATAP
SWEET MOHAN NAGAR , MAYUR
CORNER AGGARWAL 75 80 YES VIHAR-1 9897897809
7. AGGARWAL MR K. 15/16 BLOCK,
SWEETS AGGARWAL 100 100 YES TRILOKPURI 9811552755
AJAY 7THBLOCK
8. AJAY STORE KUMAR 25 25 YES ,TRILOKPURI 9911338767
9. AMIT GEN.
STORES MANI RAM 100 50 YES 21/250, TP 011-22346578
10. AMITY
SCHOOL RAMAN 75 75 YES AMITY CAMPUS 011-22446699
OPP.UNNA
ENC.MAYUR
11. AMUL SHOP AMAN 75 75 YES VIHAR-1 011-34543121
SH.NO-6, DDA
12. ANAND SANJAY MKT, NIRMAN
STORE ANAND 75 100 YES VIHAR 9891151544
13. ANKUR
GENERAL PUSHKAR B-19/3,ACHARYA
STORE NARAYAN 75 75 YES NIKETAN 9878432145
14. BABA RAMDULAR 20/8, CENT.MKT,
SWEETS E 50 50 YES TP 9212750190
15. BABLI ICE
CREAM 14/13,GEETA
PARLOUR BABLI 50 50 YES COLONY, DELHI-31 011-65254515
16. BABU SH.NO-5/375,
CONFECTION BABULAL SUBHASH MKT,
ARY BAGHEL 0 0 YES TRI-PURI, DELHI 9810999778
17. BALAJI
SWEETS BALAJI 50 75 YES 13/12 TRILOKPURI 9234874532
18. BANSAL VINAY B-80,NEW ASHOK
STORE BANSAL 50 50 YES NAGAR 9871634545
A-4/1, ACHARYA
19. BANSAL NIKETAN
SWEET BANSAL JI 50 50 YES M.VIHAR-1 011-22792885
20. U.P PHASE-1
SWEETS KISAN 50 50 YES 9876531201
21. BANTI NOOR MOH.
GENERAL BANTI 8/ 161,
STORE AGGARWAL 25 25 YES TRILOKPURI 9213807273

61

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22. BIKANO
SWEETS C-35 , PANDAV
&NAMKEEN RAJU 50 50 YES NAGAR 9990418149
CHAND DDA MKT, NIRMAN
23. BISHT STORE BISHT 100 75 YES VIHAR, DELHI 011-22022622
24. BISWAS CSC MARKET SH.
GENERAL AJOY NO.18, MAYUR
STORE BISWAS 100 100 YES VIHAR-1 9811068660
PARTHO C-268, PANDAV
25. CAKE SHOP MISHRA 50 50 YES NAGAR 9810276791
101/14, PRATAP
26. CHARMING NAGAR, MAYUR
PAN MAHAL RAJESH 25 25 NO VIHAR-1 9876987561
27. CHATTORI PRATAP NAGAR,
GALI BANKE KI 80 75 YES MAYUR VIHAR-1 9810249932
28. CHAURASIA ADITYA ARCADE ,
PAN CORNER JAGARNATH 25 25 YES DELHI 9810713656
29. CHAWLA S.N-10
GENERAL ARUN VASUNDHARA
STORE CHAWLA 85 80 YES ENC. DDA. MKT. 011-22618163
SH.NO-3,SAVITRI
30. CHOWDARY MR.RAMESH BHAVAN,PREETVI
STORE WAR DAYAL 50 50 YES HAR,DL-92 9911616707
31. COOL PKT-1 ,MAYUR
CORNER DEPAK 50 50 YES VIHAR 011-54362781
32. DARBAR
REST. RAJU 0 20 YES MAYUR VIHAR 9845678901
33. DEEPAK SH.NO-18, DDA
CONFECTION MKT, PANDAV
ERY RAJU 50 50 YES NAGAR 9873698439
34. DEEPAK
GENERAL
STORE DEEPAK 75 75 YES TRILOKPURI 011-5254876
35. DURGA C-44, PREET
STATIONARY MR. KARLA 25 25 YES VIHAR. DELHI-92 9831653810
A/8,SHIV
PURI,PATPAR
36. DURGE NARINDER GANJ ROAD,DELHI-
BAKERY MOHAN 50 50 YES 51 011-22017942
37. EVER GREEN
PASTRY 230 PPS, MAYUR
SHOP RAMESH 50 50 YES VIHAR-1 9112343529
38. FRENCH BITE MD. PRATAP NAGAR,
PASTRY TAYONM 50 50 YES MAYUR VIHAR-1 9812321232
39. GARG DDA MARKET,
CONF.& GEN. GOPAL POCKET-3 ,
STORE GARG 75 75 YES MAYUR VIHAR 011-554707474
40. GAURAV GEN. D-9/C, ACHARYA
& PROVISION POORAN NIKETAN, MAYUR
STORE MAL GUPTA 100 60 YES VIHAR-1 011-22755539
41. GOEL
GENERAL DEEPAK PATPARGANJ,
STORE GOEL 75 75 YES MAYUR VIHAR-1 9811651554
42. BHAIYA JI PAWAN JOSHI COLONY
STORE 80 80 YES 9911335434
12/2, ADITYA
43. GOEL NITISH COMPLEX, PREET
PROVISION GOEL 50 50 YES VIHAR-92 9818391917

62

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44. GOPAL 7/230
STORE GOPAL DAS 75 75 YES ,TRILOKPURI 011-22782347
45. GROVER
COOL SINHA JI PKT-1 ,MAYUR
CORNER 75 75 YES VIHAR 011-23628191
46. GULAB TEA GULAB
STALL SETH 75 75 YES 27/6, TP 9811654789
47. GUPTA SAMACHAR APT,
ARCADE GUPTA JEE 5O 50 YES MAYUR VIHAR-1 9871118971
H-14/1,MAIN
48. GUPTA PAN MKT,VIJAY
&FLOWER CHHOTE CHOWK,LAXMI
SH. LAL GUPTA 50 50 YES NAG-92 9268384821
B-9,PRATAP
49. H.B GENERAL SUNNY NAGAR, MAYUR
STORE 100 60 YES VIHAR-1 011-22559911
50. HANUMAN MUKESH 11/168,
COLD DRINKS AGGARWAL 75 75 YES TRILOKPURI 9278110465
51. HAPPY FRUIT
JUICE BHADUR 50 50 YES B-3/6, DELHI 9818987790
52. HATHRAS RAKESH KR
SWEETS GUPTA 100 75 YES 21/375, TP 9810798293
53. INDIAN B-14 ,PRATAP
SUMMER NAGAR, MAYUR 011-65353566,
REST. SUMIT 0 25 YES VIHAR-1 64583566
54. JAGDISH C-273, PANDAV
STORE JAGDISH 50 50 YES NAGAR 011-22488185
G-5. ADITYA
55. JAGGIS VIJAY ARCADE,30,COMM
MERCURY ARORA 25 25 YES UNITY CENTRE 9818276000
56. JAI GURUDEV 18/30,
STORE RAM JI 25 25 YES TRILOKPURI 011-22782609
57. JAIN B-30/97, GALI NO-
PROVISION RAKESH 4,MANGAL BAZAR
STORE JAIN 25 50 YES R., DELHI-92 011-22434107
58. JAIN
PROVISION VIJAY SH.NO-11,
STORE KUMAR JAIN 50 50 YES PANDAV NAGAR 011-22488707
59. JASWANT JASWANT 11/15,
SINGH STORE SINGH 25 50 YES TRILOKPURI 011-64566885
60. JUGNU & MH. JAVED BL.N-34/368, 9818196492,
SONS JUGNU 0 25 YES TRILOKPURI 9212366492
PANKAJ
61. JUST FOR PLAZA,MAYUR
YOU SUDIP 0 0 YES VIHAR 9911539510
62. KAMAL 8/18 EXTENTION,
GENERAL KAMAL TIRLOKPURI,
STORE GUPTA 50 50 YES DELHI 011-22781632
63. KERELA MR. 4F PKT-3, MAYUR 9899223337,
STORE SOBHAR 100 25 YES VIHAR-1 011-22716048
15 PKT-1, DDA
64. KHANNA DIPAK MKT, MAYUR
STORE KHANNA 50 75 YES VIHAR-1 9988663453
65. K.P.STORE
66. KPM DEEPAK 75 80 YES MAYUR VIHAR 9899118771
NAMKEEN KAMAL D-6. S-1. [ANDAV
CATERS 50 50 YES NAGAR 9810887993

63

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 P-52,PANDAV
67. KRISHNA NAGAR, MAYUR
STORE ANIL GUPTA 100 100 YES VIHAR-1 9278212350
68. KUKU GEN. SURENDRA 20/65,
STORES MOHAN 75 75 YES TRILOKPURI 9971865106
SH.NO-15, DDA
MKT, NEAR
69. KWALITY NIRULAS,PREET
STORE C.M. KARLA 0 0 YES VIHAR 9810383924
70. LUCKY
TOURS & 21/277, MAIN 9268355862,
TRAVELS NITIN 100 90 YES ROAD TRILOKPURI 9999900022
RAKESH
71. M.A CANTEEN SHARMA 100 75 YES MAYUR VIHAR-1 9911098907
72. MAHA LAXMI NAMI DDA MKT,
STORE CHAND 75 75 YES TRILOKPURI 9268573580
73. MAMTA B;BLOCK,SH.NO-
TELECOM MAMTA 50 50 YES 5,ASHOK NAGAR
KANISHKA 011-
74. MEDIWAYS SANJEEV COMPLEX, MV- 22714266,227155
CHEMIST SINGHAL 0 10 YES 1,SAMACHAR APT. 37
SH.NO-5, DDA
75. MITTAL M.N. MKT, NIRMAN
STORE MITTAL 25 25 YES VIHAR 9811658320
76. NARAYAN R.K.NARAYA SH.NO-38, PKT-1,
STORE N 50 25 YES MAYUR VIHAR-1 011-23845621
77. NATRAJ
STANDARD
DEPT. STORE MUKESH 75 80 YES VASHUNDHRA 011-23425681
78. NEELGIRIS MR. S.N. PANDAV NAGAR , 011-22792353,
RESTAURANT BAGERA 25 50 YES MAYUR VIHAR-1 22756548
79. NITIN SOFTY NITIN 75 50 YES TRILOKPURI 9911738219
80. OM OM
AGGARWAL PRAKASH 22/23, BL-55-56,
SWEETS AGGARWAL 100 50 YES TRILOKPURI 011-22774444
81. OM
DEPARTMENT 271 PPG, MAYUR 9818344711,011-
AL STORE SHAYAM 25 25 NO VIHAR-1 22755986
K-3 ,MAIN BAZAR,
82. OM SAI NAVEEN LAXMI NAGAR
BAKERS KHURANA 50 50 YES DELHI-92 9891159909
SH.NO-32, DDA
MKT,PKT-2, MAYR
83. OM SAI CONF RAMAN 50 50 YES VIHAR 9911234789
SH.NO-30, BLOCK-
84. PAKIZA 15, TRILOKPURI
RESTAURENT IRSHAD 25 50 YES DELHI 9717868485
85. PAN MAHAL MAHESH 25 50 YES MAYUR VIHAR 9717937156
86. PANDEY CHANK
STORE PRAKASH 0 0 YES VASHUNDHRA 9350242139
87. RAJDHANI
ENCLAVE SUSHMITA 75 75 YES MAYUR VIHAR 9821567123
88. POPULAR 21/491,TRILOKPU
REST. & PRAKASH RI, MAYUR VIHAR 9311499774,
CATERERS SHUKLA 25 25 YES -1 011-22779494
89. PRAKASH MR. G-4/11 ,
STORE PRAKASH 100 75 YES PRITVIHAR 9891433295

64

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90. PRAVEEN
SWEETS ARUN 75 75 YES 21/484, TP 011-22782257
ACHARYA
NIKETAN, MAYUR
91. R K BAKERS MANISH 50 50 YES VIHAR-1 9891274044
B-20/3,ACHARYA
92. R.K.BAKERS MANISH 50 50 YES NIKETAN,DELHI 989174044
D-40/1, ACHARYA
93. R.N. GUPTA MANOJ NIKETAN, MAYUR
PAN KUMAR 75 75 YES VIHAR-1 9958575513
SH.NO-67,
94. RAJA STORE MR VIJAY 50 50 YES PANDAV NAGAR 9891324282
95. RAJU KIRANA
STORE LAL SINGH 0 0 YES 21/280 9999827830
96. RAKESH
GENERAL 14/30,
STORE RAKESH 75 75 YES TRILOKPURI 9999783212
97. RICHA SH.NO-1, PKT-2,
SWEETS RUCHI 50 50 YES MAYUR VIHAR-1 9546372198
DANIEL
98. RIVER CLUB J.RODRIGUE MAYUR VIHAR- 9910480549,
SIDE S 50 50 YES 1,EXT. 011-22711986
011-
99. ROYAL ASHOK POCKET-3 MKT. 22717729,227112
RESTAURANT GHAI 75 75 YES ,MAYUR VIHAR-1 66
100. SABU
GENERAL 4/18, DDA MKT
STORE MOJAHID 75 75 YES TRILOKPURI 011-22778519
101. SAME
ER GENERAL 18/22,
STORE SAMEER 75 75 YES TRILOKPURI 011-32666426
102. SAME 180, PRATAP 011-
ER'S NAGAR, MAYUR 22750033,44,227
RESTAURANT SAMEER 60 75 YES VIHAR-`1 59155
103. SAND ANIL 18/18,
EEP STORE KUMAR 75 75 YES TRILOKPURI 9891800898

104. SETU
TELECOMMU MCD, NR,PKT-4,
NICATION SETHU 25 25 YES MAYUR VIHAR-1 011-22331976
105. SHAR
DA SWEETS SHARDA 75 75 YES VASHUNDHRA 9811672341
106. SHAR
MA GIFT DEEPAK SH.NO-17, PKT-2,
CORNER SHARMA 50 50 YES MAYUR VIHAR 9818448853
107. NAVEE
N STORE TRILOKPURI
108. SHIV 9911531289
SHAKTI NAVEEN 50 75 YES S.NO-11, DDA
SOUTH MKT,PKT-4, 9911534912
INDIAN FOOD PRADEEP 50 50 YES MAYUR VIHAR
109. SHIVA 189,PRATAP
PROVISION NAGAR,MAYUR
STORE AKHIL 100 100 YES VIHAR-1 9910220488
110. SHIVA
M STORE SHIVAM 0 25 YES MAYUR VIHAR 9350647838
111. SHREE NAND 50 50 YES GANGA MKT,CSC 9933456789

65

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 BALAJI
CONFECTION MKT, MAYUR
ARY VIHAR
SH.NO-15A/2D-
112. SHREE PARK, PANDAV
BALAJI STORE PRAVEEN 50 50 YES NAG. 011-22485361
113. ANIL
TEA STALL
114. SHUB ANIL 50 50 YES PANDAV NAGAR 9833452190
HAM
CONFECTION SHUBHAM 75 50
ARY YES TRILOKPURI 9891672040
115. SHUKL
A GENERAL 16/107,TRILOKPU
STORE SHUKLA JI 100 100 YES RI 011-22338872
116. SINGH
GEN. STORES SP SINGH 70 75 YES TRILOKPURI 9868723773
117. SINGH SURESH S-117, PANDAV
AL STORE KUMAR 50 50 YES NAGAR 011-22474261
G-8, SAMACHAR
118. SNAC SHANKAR MARKET,MAYUR 9871118971,011-
KS POINT CHORASIA 50 50 YES VIHAR-1 22714976
G-3 , ADITYA
119. SOOD ARCADE, PREET
STORE MR.SOOD 0 75 YES VIHAR 9871580879
120. STAN
DARD PAN S.N-67, BL-27 9958769585,
CORNER NADEEM 100 75 YES ,TRILOKPURI 9312421414
121. STAR SH.N-4-5,BL.N-20
RESTAURANT BALRAJ KR. CENT.MKT,TRILOK 9871327915,
& CATERS TALWAR 75 75 YES PURI 9968276902
F-5,VIKAS MARG ,
122. SUMIT LAXMI NAGAR,
PASTY SHOP SUMIT 50 50 YES DELHI-92 9811118732
123. SUNN C-35, PANDAV
Y PASTRY SUNNY 75 75 YES NAGAR 9910117172
124. SUPER SHLNO- 4,
STORE RINKU 75 75 YES PANDAV NAGAR 9911292455
125. SURES
H GENERAL SURESH
STORE KUMAR 75 75 YES 12/2 , TRILOKPURI 921079041
126. TAJ
SWEETS TAPAN 100 100 YES TRILOKPURI 9289324190
11/174,GEETA
127. THE COLONY,DELHI-
GIFT SHOP PANKAJ 50 50 YES 110 031 9818365301
128. THE S.N.20, BSC, 9811047198,011-
NEST CAFÉ V.KUMAR 25 50 YES MAYUR VIHAR-1 22759448
129. TREAT
PASTRY PANDAV NAGAR ,
SHOP VIJAY 75 75 YES MAYUR VIHAR-1 9211320041
130. TRIVA 5/231,
NI GENERAL VISHNU TRILOKPURI,
STORE KUMAR 50 75 YES DELHI 9968937448
131. TULI
GENERAL SH.NO-18, PKT-2,
STORE KULDEEP 50 75 YES MAYUR VIHAR-1 9891239886

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 132. VAND
ANA PROV.
STORE VANDANA 50 50 YES MAYUR VIHAR 9811234598
133. VASU CHILLA
NDHARA VIJAY VILLAGE,NEAR.SA
STORE BANSAL 75 50 YES DAR 9810182783
134. VIKAS 11/160,
H STORE RAJ KUMAR 75 75 YES TRILOKPURI 9213632052
135. VINOD
GENERAL GULAB 20/125,
STORE CHAND 50 50 YES TRILOKPURI 9871055520
136. YASH S.N.G-2, PLOT-3,
DAIRY 0 25 NO SAMACHAR MKT

137. LAXMI 9876543981

STORE LAXAMI 50 75 YES BINOD NAGAR
138. NIKKI 19/33,VINOD
STORE NITTU 65 75 YES NAGAR 9911382765
139.
HARYANA 33/98,BINOD
STORE GRPEET 76 85 YES NAGAR 011-22456931
140. RAWAT
GENERA NAWEEN 99/11,VINOD
LSTORE RAWAT 50 75 YES NAGAR 98227654389
141.GUPTA
TELECOM S. GUPTA 80 80 YES ANAND NAGAR 011-22398765
142.R.K.GEN
ERAL
STORE RAKESH 50 75 YES ANAND NAGAR 9811764898
143.BHAGW
ANDASH
STORE SUJIT 90 100 YES ANAND NAGAR 9278965420
144.SUMAN
GENERAL 12/3,ANAND
STORE SUMAN 75 50 YES NAGAR 011-22668732
145.SAMEER'
S 180, PRATAP
RESTAU NAGAR, MAYUR
RANT RAJU 60 75 YES VIHAR-`1 011-22750033
146.SANDEE
P ANIL 18/18,
STORE KUMAR 75 75 YES TRILOKPURI 9891800898
147.SETU
TEL
COMMUN MCD, NR,PKT-4,
ICATION SETU 25 25 YES MAYUR VIHAR-1 9911765687
148.SHARDA
SWEET SHARDA 75 75 YES VASHUNDHRA 9988224156
149.SHARM
A GIFT DEEPAK SH.NO-17, PKT-
CORNER SHARMA 50 50 YES 2, MAYUR VIHAR 9818448853
150.SHIV
SHAKTI S.NO-11, DDA
INDIAN MKT,PKT-4,
FOOD KAMAL JI 50 50 YES MAYUR VIHAR 9911892182

67

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 DATA ANALYSIS

Q-1) DOES RETAILER HAVE KNOWLEDGE ABOUT POG?

ANS) YES

Q-2) POG HAS BEEN EXPLAINED TO THE RETAILER BY?

68

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Q-3) DOES SALESMAN HELP YOU IN ARRANGING THE PRODUCTS ACCORDING TO
THE PLANO GRAM?

Q-6) DOES RETAILER THINKS THAT POG PROVIDES CONVENIENCE TO THE

CUSTOMER WHILE PURCHASING THE PRODUCT?

69

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Q-7) DOES RETAILER THINKS THAT POG ENHANCES VISUAL APPEAL OF VISI
COOLER?

Q-8) DOES RETAILER THINK THAT POG HELPS IN INCREASING SALES?

70

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Q-9) DOES RETAILER THINK THAT POG HELPS IN MAINTAINING INVENTORY?

Q-10) DOES RETAILER THINK THAT POG HELPS IN LIQUIDATE OLD STOCK?

71

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Q-11) DOES RETAILER THINK THAT FOLLOWING POG MAINTAINS OPTIMUM
COOLING OF VISI COOLER?

Q-12) DOES RETAILER THINK THAT POG HELPS PROPER UTILIZATION OF SPACE?

72

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Q-13) DOES RETAILER THINK THAT IMPLEMENTING POG IS DIFFICULT AS IT IS
“TIME CONSUMING”?

Q-14) DOES RETAILER THINK THAT IMPLEMENTING POG IS DIFFICULT AS

“PRODUCTS ARE OUT OF STOCK”?

73

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Q-15) DOES RETAILER THINK THAT IMPLEMENTING POG IS DIFFICULT AS
HE/SHE DOESN’T HAVE A HELPER?

Q-16) DOES RETAILER FINDS IT DIFFICULT TO UNDERSTAND POG?

74

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Q-17) DOES RETAILER THINK THAT IMPLEMENTING POG IS DIFFICULT AS THERE IS
NO ASSISTANCE GIVEN TO HIM/HER BY COMPANY PERSONNEL?

75

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 FINDINGS

 Sell of Pepsi products can raise with regular Advertisements.

 The POG is good programme to promote the Pepsi products.
 This programme gives the easy visibility to the products in the visicooler.
 Some of the retailers have their argue and it takes a long time to arrange the
bottles.
 Some think that it is not so much beneficial but majority thinks it is best way
to promote the products.
 Merchandiser is not conscious , so the retailers don’t take interest in the
POG.
 Merchandiser does not reach to clean the visicooler.
 Planogram is the programme by which retailers can know about the
availability of products in one sight visit to visicooler only.

76

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 RECOMMENDATION

 To give close eyes on the merchandisers of specific rout.

 CE must instruct the merchandiser about the daily work.
 CE must visit retailers shop to enquire for working report of the day.
 PLANOGRAM must be remembered to the merchandiser.
 Visicooler must be clear by merchandiser at least on alternative days.
 Surprise visit should be there to know the work done by merchandiser.
 Firstly retailers should clearly know that what is POG & what benefit they
will get after applying this. And this should be explained by the CE or any
company upper level employee.
 Complains should be entertain as soon as possible.
 Delivery must be at the time.
 Orders by the retailers should be executed in a proper manner to avoid
irregular availability.
 Benefits after applying POG must be known to the retailer.

77

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 CONCLUSION

I. Recognize the importance of good hygiene practices to enhance store and

department image.
II. Identify and reduces the causes of out of stocks to increase sales and
satisfaction.
III. Create a cultural change of retail shops to improve overall performance and
efficiency of Personnel and inventory investment.
IV. Allow the merchandiser to take more active part in the program.
V. Maximum compliance between Plano grams and Store Shelves ensures
reaching targets defined during Planogram creation.
VI. Reduced probability of Out-of-Stocks and Over-Stocks further improves
ROII and Profitability of Merchandising Space.
VII. Providing store-specific plan grams.
VIII. Enable to maintain planogram integrity.
IX. Reduces out-of-stock and delivery problems.
X. Rotation information.
XI. Help to increase productivity of sales associates.
XII. Increase sales and profits.

78

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 BIBLIOGRAPHY

 Books

1) Principles of Marketing
By- Philip Kotler

2) Marketing Research
By- N.K. Malhotara

 WEBSITES
1) www.pepsico.in
2) www.wikipedia.org
3) www.google.com

 COMPANY ANNUAL REPORT

QUESTIONNAIRE
79

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RETAILERS NAME: PHONE NO:
ADDRESS:

TICK ACCORDING TO THE OBSERVATION MADE:

1. DOES RETAILER HAVE KNOWLEDGE ABOUT POG?

( ) YES
( ) NO
( ) PARTIALLY

IF YES THEN CONTINUE

2. POG HAS BEEN EXPLAINED TO THE RETAILER BY?

( ) PSR
( ) CE
( ) SPACE WARRIORS
( ) OTHER RETAILER’S

3. DOES SALESMAN HELP YOU IN ARRANGING THE PRODUCTS

ACCORDING TO THE PLANO GRAM?
( ) ALWAYS
( ) RARELY
( ) NEVER

4. WHAT EXTENT POG HAS BEEN FOLLOWED?

( ) 1ST SHELF ACCORDING TO POG
( ) 2ND SHELF ACCORDING TO POG
( ) 3RD SHELF ACCORDING TO POG
( ) 4TH SHELF ACCORDING TO POG
( ) 5TH SHELF ACCORDING TO POG
( ) ALL THE SHELVES
( ) NONE OF THE SHELVES

5. DOES RETAILER THINK THAT POG IS BENEFICIAL FOR HIM?

{RATE IT ON THE SCALE OF 1 TO 5}

1----------2-----------3-----------4------------5
AGREE DISAGREE

6. DOES RETAILER THINKS THAT POG PROVIDES CONVENIENCE TO THE

80

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 CUSTOMER WHILE PURCHASING THE PRODUCT?
( ) COMPLETELY AGREE
( ) PARTIALLY AGREE
( ) DOES NOT KNOW
( ) PARTIALLY DISAGREE
( ) COMPLETELY DISAGREE

7. DOES RETAILER THINKS THAT POG ENHANCES VISUAL APPEAL OF

VISI COOLER?
( ) COMPLETELY AGREE
( ) PARTIALLY AGREE
( ) DOES NOT KNOW
( ) PARTIALLY DISAGREE
( ) COMPLETELY DISAGREE

8. DOES RETAILER THINK THAT POG HELPS IN INCREASING SALES?

( ) COMPLETELY AGREE
( ) PARTIALLY AGREE
( ) PARTIALLY DISAGREE
( ) COMPLETELY DISAGREE
( ) DOES NOT KNOW

9. DOES RETAILER THINK THAT POG HELPS IN MAINTAINING INVENTORY?

( ) COMPLETELY AGREE
( ) PARTIALLY AGREE
( ) PARTIALLY DISAGREE
( ) COMPLETELY DISAGREE
( ) DOES NOT KNOW

10. DOES RETAILER THINK THAT POG HELPS IN LIQUIDATE OLD STOCK?
( ) COMPLETELY AGREE
( ) PARTIALLY AGREE
( ) PARTIALLY DISAGREE
( ) COMPLETELY DISAGREE
( ) DOES NOT KNOW

81

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11. DOES RETAILER THINK THAT FOLLOWING POG MAINTAINS OPTIMUM
COOLING OF VISI COOLER?
( ) COMPLETELY AGREE
( ) PARTIALLY AGREE
( ) PARTIALLY DISAGREE
( ) COMPLETELY DISAGREE
( ) DOES NOT KNOW

12. DOES RETAILER THINK THAT POG HELPS PROPER UTILIZATION OF

SPACE?
( ) COMPLETELY AGREE
( ) PARTIALLY AGREE
( ) PARTIALLY DISAGREE
( ) COMPLETELY DISAGREE
( ) DOES NOT KNOW

13. DOES RETAILER THINK THAT IMPLEMENTING POG IS DIFFICULT AS IT IS

“TIME CONSUMING”?
( ) COMPLETELY AGREE
( ) PARTIALLY AGREE
( ) PARTIALLY DISAGREE
( ) COMPLETELY DISAGREE
( ) DOES NOT KNOW

14. DOES RETAILER THINK THAT IMPLEMENTING POG IS DIFFICULT AS

“PRODUCTS ARE OUT OF STOCK”?
( ) COMPLETELY AGREE
( ) PARTIALLY AGREE
( ) PARTIALLY DISAGREE
( ) COMPLETELY DISAGREE
( ) DOES NOT KNOW

15. DOES RETAILER THINK THAT IMPLEMENTING POG IS DIFFICULT AS

HE/SHE DOESN’T HAVE A HELPER?
( ) COMPLETELY AGREE
( ) PARTIALLY AGREE
( ) PARTIALLY DISAGREE
( ) COMPLETELY DISAGREE
( ) DOES NOT KNOW

82

GREATER NOIDA
16. DOES RETAILER FIND IT DIFFICULT TO UNDERSTAND POG?
( ) COMPLETELY AGREE
( ) PARTIALLY AGREE
( ) PARTIALLY DISAGREE
( ) COMPLETELY DISAGREE
( ) DOES NOT KNOW

17. DOES RETAILER THINK THAT IMPLEMENTING POG IS DIFFICULT AS

THERE IS NO ASSISTANCE GIVEN TO HIM/HER BY COMPANY PERSONNEL?
( ) COMPLETELY AGREE
( ) PARTIALLY AGREE
( ) PARTIALLY DISAGREE
( ) COMPLETELY DISAGREE
( ) DOES NOT KNOW

83

GREATER NOIDA