Beruflich Dokumente
Kultur Dokumente
IN OR AROUND PATNA
Submitted to:
ORGANIZATION
TDM
Binay kumar .............................
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PREFACE
first by product and later by the process. As the speed of this development
the market will get drastic change. The successful brand service will be thus
presented in such a way that buyer perceive in them special value, which
match their needs. The challenger will be to suntain those values in The face
flow of goods and service From producer to the customer. The success of any
service and contribute to the up liftment of the living of the society. This
project report on the sales promotion and market report activities Of PepsiCo
India Ltd – in or around Hazipur for Lumbiny Beverage Pvt. Ltd., Hazipur,
Vaishali {Bihar}. The market of Indian soft drink that is value at Rs. 1500 cr,
has never Witnessed such a throat cut competition Price to the entry of global
has been flying fat and furious ever since. During my Eight Week project
ACKNOWLADEMENT
I can not express my gratitude in words to Mr. Binay Kumar(TDM) patna of M/s
Beverage pvt ltd, Hazipur. I am highly indebted to him forhis keen interest sho
project.
Last but not the least, most of my all gratitude and honor
accrue parents for their unfailing love and support during exhaustive
period of this work. No words can express my feeling for them and
for sacrifices they have made.
TABLE OF CONTENT
UNIT –1
• Introduction
• Objective of the study
• Information and Relevance of the study
• Research Methodology
• Limitation of the study
UNIT - 3
• Market Survey
• Study of product
• Price list of products
• Study on retailers
• Study of distribution channels
UNIT – 4
• Sales Promotion Method
• Limitation of Sales Promotion
• Kinds of Sales Promotion
• Sales Promotion in L.B.P.L.
UNIT – 5
• Finding and Conclusion
• Suggestion
INTRODUCTION OF STUDY
In fact all the learning that goes on for the two years terms
rounded personality.
Soft drinks were started with the idea of quenching the thrust of the person
traveling. It was also felt that reliable pure water is not always available
everywhere. So people would depend on packed bottle and with the idea its
makers made these soft drinks available mostly at those places where water
their energies on widening consumption that is getting new drinks into the
field. This is reflected in the massive surge in distribution cover, which is now
where two brands differ little from each other in taste or flavor marketers will
branch of philosophy that asks what is real. Now the question is what is meant
by real in case of Cola wars. Real is that which is infinite and eternal. This is
Coke claims that reality is to be found in the past. It is the real thing
because the formula for Coke is a timeless, mystery, secret like a law of
nature. Coke is appealing to the mystique of origin to the myth of the golden
Coke's great marketing fiasco was new coke if Coke is the real
thing. It cannot change a product called new Coke suggested that either Coke
was not truly the real thing or that new Coke was an importer.
Pepsi on other hand claims the value not of the past but of the future
with its mystique of progress, science and technology the metaphysics of
progress began to be popular in the middle of the 19th century. Philosopher like
Hegel believed that reality the infinite and eternal is not to be found at the
beginning but at the end of time and history.
and marketing activities gave much importance to the study. Though only
Eight weeks it was not possible to understand it, so deeply but an overall
RESEARCH METHODOLOGY
RESEARCH APPROACH:--
RESEARCH DESIGN:--
Research Design is the blue print to study any problem. It is a plan for
In the nut shell, we can say that exploratory study is the helpful in
formulating Hypothesis for the further research. In general,
exploratory research is appropriate for any problem in which a very
little knowledge is available.
DATA SOURCE
Sampling Plan:-
for the
(6) Recommendation.
Although all the efforts have been taken to make the results of survey accurate
(i) Shorted of time factor was not sufficient to cover the varies aspect
outlined in the study because the area of research was a very wide.
all because they had no interest in such sort of work that consumed
their time but after being convinced motivated by me the got ready
Pepsi has one of the most intriguing histories of any product on the
market. From its humble beginnings the people of Pepsi make the
There have been good times and bad times - plus lots and lots of
changes over the years. If you enjoy Pepsi, you'll enjoy the stories
of the people who have made it possible.
PepsiCo will merge with The Quaker Oats Company, and Quaker
several food franchises including Pizza Hut, KFC, and Taco Bell.
benefited from volume gains across all divisions. Net income also
1898
Caleb Bradham, a New Bern, North Carolina pharmacist, renames "Brad's
Drink," a carbonated soft drink he's created to serve his drugstore's fountain
customers. The new name, Pepsi-Cola, is first used on August 28.
1902
Bradham applies to the U.S. Patent Office for a trademark for the Pepsi-Cola
name.
1903
In keeping with its origin as a pharmacist's concoction, Bradham's advertising
praises his drink as "Exhilarating, invigorating, aids digestion."
1905
A new logo appears, the first change from the original in 1898.
1906
Pepsi gets another logo change, the third in eight years. The modified script
logo is created along 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.
1907
The Pepsi trademark is registered in Mexico.
1920
Pepsi appeals to consumers with "Drink Pepsi Cola. It will satisfy you."
The price of sugar on the New York Stock Exchange reaches 26 cents per
pound. Bradham gambles on the price going higher and buys large stocks of
sugar. By the end of the year, sugar demand slows on the open market and the
price drops to a catastrophic low of two cents per pound.
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 goodwill from Craven Holding Corporation for $35,000, forming the
Pepsi-Cola Corporation.
1934
Pepsi begins selling a 12-ounce bottle for five cents, the same price charged
by its competitors for six ounces.
1939
A newspaper cartoon strip, "Pepsi & Pete," introduces the theme "Twice as
uch for a nickel" to increase consumer awareness of Pepsi's value advantage.
Mack sponsors a nationwide essay contest which ultimately leads to the hiring
of Allen McKellar and Jeannette Maund, among the first African Americans
hired in a professional capacity by a major U.S. corporation.
1941
In support of America's war effort, Pepsi changes the color of its bottle crowns
to red, white and blue. A Pepsi canteen in Times Square, New York, operates
throughout the war, enabling more than a million families to record messages
for armed services personnel overseas.
1943
The "Twice as much" advertising strategy expands to include the theme
"Bigger drink, better taste."
1946
World War II demands that sugar be rationed again. To counter the effects of
rationing, Mack purchases a sugar plantation in Cuba, which proves to be a
highly profitable venture.
1948
Corporate headquarters moves from Long Island City, New York, to midtown
Manhattan.
1949
"Why take less when Pepsi's best?" is added to "Twice as much" advertising.
Pepsi's theme line appeals to Pepsi lovers during hard times with "Why take
less when Pepsi's best?"
Former U.S. Secretary of Commerce, the late Ron Brown, becomes the first
African American to appear in a national consumer campaign when Pepsi
initiates a campaign targeting the African-American market.
1950
Alfred N. Steele becomes President and Chief Executive Officer of Pepsi-
Cola. Mr. Steele's wife, Hollywood movie star Joan Crawford, is instrumental
in promoting the company's product line.
1953
Americans become more weight-conscious, and a new strategy based on
Pepsi's lower caloric content is implemented with "The Light Refreshment"
campaign.
1956
A total of 149 Pepsi-Cola bottling plants operate in 61 countries outside the
U.S.
1958
Sometimes referred to as "the kitchen cola," as a consequence of its longtime
positioning as a bargain brand, Pepsi now identifies itself with young,
fashionable consumers with the "Be sociable, have a Pepsi" theme. A
distinctive "swirl" bottle replaces Pepsi's earlier straight-sided bottle.
1959
Soviet Premier Nikita Khrushchev and U.S. Vice President Richard Nixon
meet in the soon-to-be-famous "kitchen debate" at an international trade fair.
The meeting, over Pepsi, is photo-captioned in the U.S. as "Khrushchev Gets
Sociable."
1961
Pepsi further refines its target audience, recognizing the increasing importance
of the younger, post-war generation. "Now its Pepsi, for those who think
young" defines youth as a state of mind as much as a chronological age,
maintaining the brand's appeal to all market segments.
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.
1964
A new product, Diet Pepsi, is introduced into Pepsi-Cola advertising.
1965
Expansion outside the soft drink industry begins. Frito-Lay of Dallas, Texas,
and Pepsi-Cola merge, forming PepsiCo, Inc.
Mountain Dew launches its first campaign, "Yahoo Mountain Dew. It'll
tickle your innards."
1966
Diet Pepsi's first independent campaign, "Girl watchers," focuses on the
cosmetic benefits of the low-calorie cola. The "Girl watchers" musical theme
becomes a Top 40 hit. Advertising for another new product, Mountain Dew, a
regional brand acquired in 1964, airs for the first time, built around the
instantly recognizable tag line, "Yahoo, Mountain Dew!"
1967
When research indicates that consumers place a premium on Pepsi's superior
taste when chilled, "Taste that beats the others cold. Pepsi pours it on"
emphasizes Pepsi's product superiority. The campaign, while product-
1969
"You've got a lot to live. Pepsi's got a lot to give" marks a shift in Pepsi
Generation advertising strategy. Youth and lifestyle are still the campaign's
driving forces, but with "Live/Give," a new awareness and a reflection of
contemporary events and mood become integral parts of the advertising's
texture.
1972
Preliminary trade agreement is signed between the U.S.S.R. and PepsiCo, Inc.
1973
"Join the Pepsi people, feelin' free" captures the mood of a nation involved
in massive social and political change. It pictures us the way we are - one
people, but many personalities.
Pepsi receives its new logo, the seventh in Pepsi history. The logo evolves
into a boxed look with minor typeface changes occurring throughout the next
decade.
The third Mountain Dew slogan, "Put A Little Yahoo in Your Life,"
debuts.
1974
First Pepsi plant opens in the U.S.S.R.
Television ads introduce the new theme line, "Hello, Sunshine, Hello, and
Mountain Dew."
1976
"Have a Pepsi day" is the Pepsi Generation's upbeat reflection of an
improving national mood. "Puppies," a 30-second snapshot of an encounter
between a very small boy and some even smaller puppies, becomes an instant
commercial classic.
1979
With the end of the '70s comes the end of a national malaise. Patriotism has
been restored by an exuberant celebration of the U.S. bicentennial, and
Americans are looking to the future with renewed optimism. "Catch that
Pepsi spirit!" catches the mood and the Pepsi Generation carries it forward
into the '80s.
1982
With all the evidence showing that Pepsi's taste is superior, the only question
remaining is how to add that message to Pepsi Generation advertising. The
answer? "Pepsi's got your taste for life!" a triumphant celebration of great
times and great taste.
1983
The soft drink market grows more competitive, but for Pepsi drinkers, the
battle is won. The time is right and so is their soft drink. It's got to be "Pepsi
Now!"
Lemon Lime Slice, the first major soft drink with real fruit juice, is
introduced, creating a new soft drink category, "juice added." In a
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
Lionel Ritchie leads a star-studded parade into "New Generation" advertising
followed by pop music icons Tina Turner and Gloria Estefan. Sports heroes
Joe Montana and Dan Marino are part of it, as are film and television stars
Teri Garr and Billy Crystal.
Geraldine Ferraro, the first woman nominated to be vice president of the U.S.,
stars in a Diet Pepsi spot. And the irrepressible Michael J. Fox brings a special
talent, style and spirit to a series of Pepsi and Diet Pepsi commercials,
including a classic, "Apartment 10G."
By the end of the year, the New Generation campaign earns more than 58
major advertising and film-related awards. Pepsi's campaign featuring
Ritchie is the most remembered in the country, according to consumer
preference polls.
"Dew It Country Cool" becomes the new slogan for Mountain Dew. Pepsi
broadens Mountain Dew popularity with the introduction of Diet Mountain
Dew. Mountain Dew is the sixth-largest brand in the industry, supporting
double-digit growth annually for the past eight years.
1987
After an absence of 27 years, Pepsi returns to Times Square, New York, with
a spectacular 850-square-foot electronic display billboard declaring Pepsi to
be "America's Choice."
1988
Michael Jackson returns to "New Generation" advertising to star in a four-
part "episodic" commercial named "Chase." "Chase" airs during the
Grammy Awards program and is immediately hailed by the media as "the
most-watched commercial in advertising history."
1989
"The Choice of a New Generation" theme expands to categorize Pepsi users
as "A Generation Ahead!"
1990
Teen stars Fred Savage and Kirk Cameron join the "New Generation"
Pepsi-Cola unveils its new logo, the eighth in 93 years. To foster the earlier
scripted logo's sense of movement, "Pepsi," now in italic capital typeface, is
removed from a smaller blue and red Pepsi swirl and runs vertically up the
package.
The Pepsi School Challenge wins the U.S. Department of Labor "LIFT"
Award for its efforts to improve education and academic achievement of
students preparing for the workforce of tomorrow.
1991
"You got the right one baby" is modified to "You got the right one baby, uh-
huh!" The "Uh-Huh Girls" join Ray Charles as backup singers and a campaign
soon to become the most popular advertising in America is on its way.
Supermodel Cindy Crawford stars in an award-winning commercial made to
introduce Pepsi's updated logo and package graphics.
1992
Celebrities join consumers, declaring that they "Gotta have it." The interim
campaign supplants "Choice of a New Generation" as work proceeds on new
Pepsi advertising for the '90s. Mountain Dew growth continues, supported by
the antics of an outrageous new Dew Crew whose claim to fame is that,
except for the unique great taste of Dew, they've "Been there, done that, tried
that."
Publisher Earl Graves and basketball superstar Earvin "Magic" Johnson are
appointed Pepsi-Cola franchisees for the Washington, D.C. market. Their new
company quickly becomes one of the largest African American-run
companies in the U.S.
1993
"Be young, have fun, drink Pepsi" advertising starring basketball superstar
Shaquille O'Neal is rated as best in U.S.
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.
1995
In a new campaign, the company declares "Nothing else is a Pepsi" and takes
top honors in the year's national advertising championship.
Starbucks and Pepsi team up with the North American Coffee Partnership and
launch Mazagran, a carbonated coffee drink.
Pepsi enters the dairy beverage category with Smooth Moos smoothies.
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 launched
and copied sites in this new medium, firmly establishing Pepsi's presence on
the Internet.
1998
Pepsi continues its popular "Generation" campaign with spots that include:
Goose, Gnat and Stunt Driver (featuring racing superstar Jeff Gordon).
In 1998 Pepsi launches its new look, called "Globe," which prominently
features a stylized, three-dimensional Pepsi Globe set against a blue ice
backdrop. It affects all can, bottle, and multican packaging for Pepsi, Diet
Pepsi, Caffeine Free Pepsi and Caffeine Free Diet Pepsi.
1999
"The Joy of Cola" new advertising campaign for Brand Pepsi features the
voices of actors Marlon Brando, Isaac Hayes and "Queen of Soul" Aretha
Franklin. The spots also feature child actress Hallie Eisenberg as the "Little
Girl."
Pepsi and Lucasfilm team up again as "Star Wars: Episode I - The Phantom
Menace" hits movie theaters. Consumer excitement surrounding the long-
awaited return of the Star Wars series is heightened as special Pepsi bottles
and cans offer 24 different Star Wars characters. The collection series includes
a gold Yoda can.
The new look replaces Pepsi's current pedestal logo with a new brand identity
that also more prominently features the Pepsi Globe against a blue
background.
Pepsi celebrates its centennial year with a birthday party that is attended by
Pepsi-Cola bottlers from all over the world. Joining the festivities are Pepsi
stars and friends including Ray Charles, Kool and the Gang and the Rolling
Stones.
President and Mrs. George Bush, Lady Thatcher and Walter Cronkite also
help to commemorate the occasion where Pepsi's legacy is honored and a new
look for the millennium is unveiled. The three-dimensional globe against an
ice blue background becomes the universal symbol for one Pepsi family -
poised for innovation and world leadership as it enters the new century.
2000
Faith Hill, Sammy Sosa and Ken Griffey Jr. - three of the hottest names in
entertainment - signed new deals to endorse Pepsi-Cola products. Singing
sensation Faith Hill, who has rocked the charts with her top 10 hits, stared in a
new "Joy of Cola" ad with "Pepsi Girl" Hallie Eisenberg.
2001
Pop superstar Britney Spears appears in her first Pepsi commercial during the
2001 Academy Awards. The high-energy spot also runs online, where more
than 2 million fans click their way to Britney's own version of "The Joy of
Pepsi."
Introduction of soft drink in the name of Coca-Cola was first created inl886 in
The Parle came up by introducing Gold Spot in orange flavor. At that time it
was really a challenging task for Parle to position i.e. Gold Spot in the market
first of all it was launched in Bombay and free sampling was down in hotels,
restaurants, office and clubs to make the people aware about the taste and
quality because it was quite different from Coca-Cola in these two attributes.
separate identity. It increased its production unit upto 29 it was than Coca-
and the first Indian branded Soft drink Gold Spot which was launched in the
During the region of Janata Party in 1978, the Indian Government cancelled
This was the factor accelerated the growth of several Indian company who had
aggressively competing with each other to capture the market share of the
Now soft drinks entered into the market in tetra package i.e. Frooti, Jumpin
(Godrej) and they are started grasping the market share of soft drinks in the
Indian market with the name of P.F.L. (Pepsi Food Limited). Both Pepsi and
between them.
Now Coca-Cola has entered into the market again and has acquired Parle
Export Pvt. Ltd. Thus in India Coca-Cola has become the close competitor of
Pepsi Food Ltd. and they are fighting each other. With more than 3,000
employees and Plants (20 owned and franchised) Pepsi sells upwards 165
millions cases annually through 850,000 retail outlets across the country. It
has more than 30,5,000 visi-cooler in the market. It generated annual sales of
Even in sub-urban or outskirts of a city one does not come across people
take to such beverages and instance of shops in these areas keeping these
types of drink are not many and the tendency of people in another
retailing in faced with limitation. Therefore limit the size and growth of
Services Pvt. Ltd.) was incorporated in the year 1995. Lumbini Beverages Pvt.
Ltd. is situated at Hazipur Industrial area district Vaishali in the state of Bihar,
from Patna the capital City of Bihar. It is one of the major bottling plants of
Pepsi in Bihar. The other is Steel City Beverage Ltd. situated in Jamshedpur
Steel City. Lumbini Beverages Ltd. with reference to which the study is being
The company started its operation in 1998 by producing only 300 ml.
The company covers the market of north and central part of Bihar.
equally expected to develop the market within the area allotted territory by the
P.F. Ltd.
Lumbini Beverage Pvt. Ltd. capacity of production is 600 bottles per minute.
state.
(c) Many other incentives as applicable to such units feeling under the
There are besides the office and department in units i.e., sales and
company.
The work force of the company is around 170 among 70% are
permanent which include managers and higher officers also the rest are being
system, water treatment plant and other auxiliaries. The major equipment are
being imported from USA. However the minor one from Indian local, market.
Pepsi language
(a) Sugar
(b) Flavor
(c) Water
(d) CO2 gas
(e) Crown Cork
(f) Glass bottles
(g) Plastic crates
High purity crystal sugar is required to procedure the sugar syrup for soft
drink. The main supplier of sugar for M/s L.B.P.L. is M/c KCP Ltd.; Chennai
The usual requirement of sugar is around 800 gm. per carat for all flavors.
2. FLAVOUR
M/s Pepsi food ltd. is supplying all essence of flavor for L.B.P.L. From their
3. WATER
The required water of M/s L.B.P.L. is being met from the high yielding deep
4. C02 GAS
CO2 Gas of the required purity is being carried on from Hindustan Gas &
India Ltd.
M/s L.B.P.L. take crown cork from Manksic Crown Ltd. Bhopal; Manksic
6.GLASS BOTTLE
M/s L.B.P.L. take flint & green glass bottle from Hindustan National Glass
7.PLASTIC CARATS
M/s L.B.P.L. takes plastic carats from Neelkamal Plastic Ltd., Nasik.
come across the market we find that different types of soft drinks are available
in the market and more or less the content of all soft drinks of similar flavor
are same. The market is floating in the market with their products in different
brand names. For example in Cola flavor Pepsi Co. has Pepsi while Coca-Cola
has Thumps-Up and Coke similarly Pepsi Co. has Mirinda in Orange Flavor,
7-Up in cloudy'
has also a variety of products covering all flavors that are being covered by
Pepsi Co. Besides these two Mac’s there are also some local producers who
Usually water form bore well is being treated for disinfection and
softened before it is used in the plant. The treated water is converted into
syrup by adding sugar, additions like essence and chemicals etc. This syrup is
first chilled and then bought into the carbonator where carbon-dioxide (CO2)
gas is charged. The carbonated syrup is then pressure filled into washed
caustic soda on a bottle washer machine and are inspected for their through
cleanliness. Filled bottles are then collected in crates and stored for dispatch to
selling network.
Lumbini Beverages Pvt. Ltd. has been distribution their products through the
Dew Lemon
These products are the choice of the new generation.
PRODUCT LIST
Bihar) (Rs)
1. Pepsi 200ml. 24. 168.00 4
2. Pepsi 300ml. 24. 262.00 3
3. Pepsi 600ml. 24. 492.00 No.
4. Pepsi 2.0 ltr. 9. 504.00 1
5. Mirinda 200ml. 24. 168.00 No.
(O)
6. Mirinda 300ml. 24. 262.00 3
(O)
7. Mirinda 600ml. 24. 492.00 No.
(O)
8. Mirinda 2.0 ltr. 9. 504.00 1
(O)
9. Mirinda 200ml. 24. 168.00 No.
(L)
10. Mirinda 300ml. 24. 262.00 3
(L)
11. Mirinda 600ml. 24. 492.00 No.
(L)
12. Mirinda 2.0 ltr. 9. 504.00 1
(L)
13. 7Up 200ml. 24. 168.00 No.
14. 7Up 300ml. 24. 262.00 3
15. 7Up 600ml. 24. 492.00 No.
16. 7Up COLLEGE
REGIONAL 2.0OFltr. 9.
MANAGEMENT 504.00 BHUBANESWAR,
(AUTONOMOUS) 1 ORISSA
opportunities
service during a started future period. A market potential indicate how much,
The researcher collected data from 300 outlets, which are different areas of
Hazipur. According to researcher, the per day sale of Pepsi product in 700
carat and the per day sale of the coke product is 780 carats.
STUDY ON RETAILERS
company’s product.
companies’ Products.
[A] The retailer can build a great deal of goodwill for the firm. The
Distribution Channel
or business user.
intermediaries buy the large quantities of many producers break the down into
smaller quantities and broader assortment wanted by the consumer. Thus the
overcomes the times place and possession gaps that separate goods and
Number of Channels:
intermediaries level.
more intermediaries.
Channel-1 Manufacturer—Consumer
Channel-3 Manufacturer—Wholesaler...Retailer...Consumer.
company.
S
Retailers
Consumers
place and promotion (4p's) that the firm blends to produce the response it
consuming, groups.
(c) Promotion : The firm carries out a number of measures like personal
product.
Products : There are six lines of products of soft drinks in India that
them and help to make them effective such as display, shows and exposition
route Pepsi has taken variety of tools and techniques for Sales promotion, like
For studying these aspects I have divided whole sample on the basis
of the different channels in four different categories.
These are :
(1) Betel shop
(2) General Store including, grocery, oil shop.
(3) Tea stall including, cooled corner, eggs corner, STD booth.
(4) Eatery shop including, sweet house and hotel/ restaurant.
40%
35%
35%
30%
24%
25%
20% 21%
20% Series1
15%
10%
5%
0%
Betel Shop General Tea Stall Eatary
Store Shop
Channel
70.00%
62.73%
60.00%
50.00%
40.00% 37.27%
Series1
30.00%
20.00%
10.00%
0.00%
Pepsi Coke
Brand
Findings: The above graph indicates that 25% retailer who has not any
visi-cooler. But Coke has provided more visi-cooler than Pepsi.
70%
63%
60%
50%
40%
Series1
30%
19%
20%
12%
10% 6%
0%
Pepsi Coke Both Not having
any
Findings: The above graph indicates that the number of retailers who have
neither Glow Sign Board nor they have been provided by others are more than
the number of retailers who have been provided board by Pepsi and Coke.
Total Respondents—70
50%
44%
40%
30% Series1
20%
10%
0%
Pepsi Coke
Findings: The above graph indicates that brand coke has more glass
Total Respondents—70
0%
Pepsi Coke Both Own Not having
any
Brand
Findings: The above graph indicates that the number of retailer who is not
provided visi-cooler is more than both Pepsi and Coke but maximum visi-
cooler provided by Coke.
45% 42%
40%
35% 31%
30%
25% 23%
Series1
20%
15%
10%
4%
5%
0%
Pepsi Coke Both Not having any
Brand
Findings : The above graph indicates that the number of retailer who
are not having are they have not been provided signboard by other are more
than the number of retailer who have been provided by Pepsi and Coke.
possess.
Total Respondents—40
60% 56%
50%
44%
40%
30% Series1
20%
10%
0%
Peps Coke
Brand
retailer possess.
Total Respondents—42
60%
50%
40% 36%
Series1
30%
20%
10%
0%
Pepsi Coke
Brand
Findings: The above graph shows that the number of glass is more in
30% 28%
27%
25%
19% 18%
20%
15% Series1
10% 8%
5%
0%
Pepsi Coke Both Not having Own
any
Brand
SALES PROMOTION
The ultimate Aim of sales promotion is the same as the advertising and
personal selling that is increasing the sale of goods and services.
Many method of sales promotion are used by makers depending upon the
creativity level of their sponsors. Their variety seems very large.
SALES PROMOTION IN
Sales Promotion activities play a greater and vital role on entire marketing
efforts. Without Sales Promotion activity a quality product can not survive in
the market.
Advertising and Sales Promotion tools are most essential global marketing.
This chapter has therefore been devoted to the study on Sales Promotion
as well as advertising activities in L. B. Pvt. LTD.
There are two basis objectives for carrying out such various
promotion activities by L. B. Pvt. Ltd... First one is to generate more sales
and second to create and maintain an image of its products. L. B. Pvt. Ltd.
carries out its promotional activities as controlled and integrated program of
communication and material design presents its soft drink to the prospective
customers, Its also helps in communication the need satisfying of soft drink
facility the seller eventually to contribute towards the profit in long range.
The tools used by L. B. Pvt. Ltd. for fulfilling the various purposes of its
promotional activities are followings:--
ADVERTISING: The motive behind the purpose of Pepsi Food Pvt. Ltd. is
to maintain the brand loyalty through reducing the money of the user of soft
drink as well as to all the potential customers who consume a soft drink to the
spurs of movement.
At the bottle of India has advertise the product Pepsi, 7Up, Mirinda,
Slice, Mountain Dew, Aquafina and Soda as per the norms and guidance of
The main slogan being used by the Pepsi Food all over India for Cola
product has been,
“The Choice of Generation, Yahi Hai Right Choice Baby, More Cricket
More Pepsi, Nothing Official About It,
Mausam Bahut Garam Hai – Pepsi Ke Liye Hum Besharam
Hai, Yeh Dil Mange More, Yeh Pyass Hai Badi, and the latest being
Youngistan Ka Waw”. the other famous slogan are “ Jor Ka Jhatka
Dhire Se Lagey (Mirinda), Lab Gakey Se Jyada Pet Ho Pyasa
(Slice), and Do the Dew (Mountain Dew).
Counter Displays: All the display are done as guided and instructed by
the L. B. Pvt. Ltd. with given instructions to its distributions who in tern
give guidance to the owner of the outlets {Retailers}.
Coolers: The coolers supply to the retail outlet by the company itself
through the distributors. The company supplies these coolers at
reasonable process without charging any profit. The bright color and
attractive appearance of the cooler draw attention immediately. Banner,
Small play cards, Cards board etc.
These are displayed just at the point where soft drink is being
sold. It help in providing the consumer as well as the prospect of the
place availability of soft drink. Anotheraspect of display to maintain
stock of bottle of soft drink at various important Place such as Petrol
pump, on the railway plateform and the bus stands.
1. There are shopkeepers who are ready to sell the product but are not ready
to getting regular supply of the product.
2 .I also found that some retail outlets were opened during the survey period.
3 They complained that they were not provide with openers, ice boxes,
fridges, poster and banners of Pepsi while the competitors of the Pepsi
product have supplies these things.
4 I also noted that competitor are dominant in some areas due to their
prompt and regular supply.
5 Through out the survey it was clear that 94 of the shops suffered from the
shorted of products, leakage and distribution.
6 Some complained that the delivery van does not reach at their doorsteps in
narrow street.
Pepsi Vs Coke
STRENTH:--
WEAKNESS:--
PEPSI.
Retailers are getting more gift & scheme from Coke then
PEPSI.
OPPORTUNITIES
3. Kids demand for the Mirinda more as compared to any other orange
flavor soft drink brand.
4. With the launch of slice tetra PepsiCo has entered in to one more
segment o soft drink beverages, which was more or less captured by the
“Frooti” till now.
THREATS:-
1. Not able to meet the market demand during the peak season. (As the
plant capacity is very low the company is not able to meet the existing
demand during the peak seasons).
2. Pepsi is not picking up the empty bottles of Coca-Cola on the other hand
Coca-Cola is exchanging the Pepsi’s empty bottles with the filled bottles
of Coca-Cola. (This is hitting the Pepsi in two ways, firstly our bottles
conclusion
In the earlier chapters of this report various aspects of Soft Drink Industries
chapter is a summarize the whole reports. From the data analysis and survey
quenching thirst.
2. The first branded soft drink in India was Gold Spot established 49 years
3. Pepsi has all flavors that are Pepsi, Mirinda Orange, Mountain Dew,
Mirinda Lemon, 7-up, Slice and its market share is less than Coke
4. Pepsi has strong market in eatery shop. Most of sweet house and betel
by are more than Coke but still there are number of retailer who are
6. As I have divided all the channels in four categories more sales comes
8. One of the major drawbacks of Pepsi product that all flavors do not
reach at the different agency of Patna but competitor has that is why
9. Some retailer claim that Pepsi taste is not as good as earlier they also
and also some bees etc. found in the bottle after the
(2) It is normally seen that the consumer are not very rigid in selecting
the soft drinks whenever they feel thirsty, they just ask the
shopkeeper to provide them soft drinks which is available and chilled.
So a company should provide the chiller, more margin of sale than
Coke and sometime credit facility and healthy scheme.
(4) The company should make more exclusive retail outlets as compared
to Coke.
(5) The scheme and policies should be well known to the retailer and the
scheme should be crystal clear to understand.
(6) There were complaint from distributor and retailers about the shortage
of supply and non-availability of products of Pepsi Company in peak
season mainly 7-Up. The default may be from company side or from
the retailer side. But the effect and impact distorts the image of the
Pepsi Company and it continuous in such a situation the company of
Pepsi may loss it’s existing and prospecting consumers.
(10) A regular meeting of all the distributors with the management should
be held. This is good thinking because by the participative style of
management.
Bibliography
Books Authors
M.N.Mishara, G.C.
Berry, Donald
S. Tull Del, I.
Others
www.goole.com
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