DECLARATION

I the undersigned solemnly declare that the report of work entitled “Marketing strategy of
pepsico ” is based on my own work carried out during the course of my study under the
Guidance of Mr. Arif Jamal. I assert that the statements made and conclusions drawn are an
outcome of the project work. I further declare to the best of my knowledge and belief that the
report does not contain any part of any work which has been already submitted for thesis
evaluation in this University.

Alok Kumar Shukla

Roll No.1719670002
MBA 2nd Year
(Marketing)
 ACKNOWLEDGMENT

This professional project report is dedicated to those who gave me an opportunity and
encouragement to inculcate fineness in project. We would like to express our sincere gratitude
towards all the people who have contributed their precious time and effort to help us, without
them it would have been a great difficulty for us to understand and complete the project.

We would especially like to thank Mr. Arif Jamal, Department of Mechanical

Engineering, our Project Supervisor for his guidance, support, motivation, and
encouragement throughout the period this work was carried out. His readiness for
consultation at all times, his educative comments, his concern, and assistance even with
practical things have been invaluable.

Alok Kumar Shukla

Roll No.1719670002
MBA 2nd Year
(Marketing)
 TABLE OF CONTENTS

S.NO PARTICULAR

1 INTRODUCTION
FRAME WORK OF CHANNEL OF
2
DISTRIBUTION
3 MARKETING STRATEGY

4 SW0TANALSIS

7 RESEARCH METHODOLOGY

8 DATA ANALYSIS AND INETRPRETATION

9 FINDINGS

10 RECOMMENDATION AND SUGGESTIONS

11 LIMITATIONS

12 CONCLUSION
APPENDIX
13
BIBLIOGRAPHY
 INTRODUCTION

So there can be a satisfaction from the organization side and When Mr. Rajeev
Gandhi came into the power as Prime Minister of India, then it was expected the
liberalization of Indian economy. This was the expectation of his modern concept
regarding every walk of life. When Pepsi has appealed on our collective consciousness of
few years ago to be more exact in April 1989. When it set up operation for beverages
snack foods and export business. The establishment of Multinational Company Pepsi
was supposing to prediction in present Indian business scenario.
Despite love for ones own motherhood and traditional concept of Indian people it
was assumed that it is very hard to make and create taste and preference about soft drinks
but despite of having so many confusion, no one was able to assume such a wide
acceptance and it was PepsiCo. Who could be able to penetrate in Indian soil and it was
the Pepsi that has got not only a place in Indian hospitality, but also taken place of
traditional sharbat of lemon and sugar. And needless to say “Generation next has become
the slogan of the day.”
The first managing director was Mr. Ramesh Vanagal but present is Mr. P.M.
Sinha in India. During these years beverages begin an exclusively franchise operating
beverages now has five company owned bottling operation (COBO) the business expects
to grow three times faster than the industry growth rate 1995 and its vision is to become
INDIA’S BEST CONSUMER PRODUCT COMPANY in all aspect. The s n a c k s
business has seen some major success and going for leadership too. Pepsi is a leader in
the snacks food business. The division plans to introduction wide range of snakes in to
Indian market in the next three years. The restaurant business has also come Kentucky
Fried Chicken (KFC) has opened its first outlet at Bangalore Pizza but it also expected to
open restaurants shortly city wise. Whole of the operations of Pepsi in India has made a
rapid change in Indian life style, which is resulting in fast food life.
Pepsi is a world leader in restaurant & soft drink whether it is in London or in
Ludhiyana, America or Ahamedabad, Berlin or Bombay, Paris or Patna, Manchester
orMadras. Pepsi company has pumped in Rs. 300 crores ($ 95 million) as fresh capital and
has recently received permission from the foreign investment board in Rs. 300 crores ($95
million) more. The investment phase will continue and could add unto Rs. 700 crores over
the next three years. The figure is not cast in stone if volume exceeds according to
expectation. They will increase capital expenditure.

Apart from these things there is an expression which can not verify easily that is
Pepsi has made qualitative gains. The foremost is its image from being perennially seen
as a loosing company it’s now got the image of being a winner. This major turn around is
not small achievement considering that since it was established in 1989 taking the hard
ship route prior to liberalization and weighed down by export commitments? Pepsi has
won more battles than it has lost.

In April 1993 Voltas and Punjab Argo’s stakes were bought over converting Pepsi
foods from a three way joint venture to be a fully owned subsidiary week bottlers who
did not have the financial capacities were given massive support in the form in interest free
loans to upgrade their operating capacity . But the strategy which has proved to be winner
was the position, Pepsi decided to take in Company Owned Bottling Operation (COBO).
For this another subsidiary PepsiCo. India holding was set up as an investment vehicle,
capitalized 95 million dollar. Within a year 1994 Pepsi has bought over 5 bottlers
including dukes in Mumbai, which was running in Maharastra which has been bought
over from Voltas high speed imported lines with a speed of 600 bottles per minute.
 OBJECTIVE OF THE
STUDY

Management is a course which teaches the student to get the work done properly
from different available sources viz. man, machine, material, money etc. the workers side
who play a significant role in achieving success. So far the fulfillment or the management
course, it gives emphasis to project work and students learn how to plan in practical terms
rather in terms of theory only. Student tends to develop analytical and problem
solving skill. We necessary become motivated and competitive, in fact all the learning
that goes on for the two year term become so much the part of our thinking that we
developed a well all rounded personality.
The following are the objectives and purpose of the study-
 To know about awareness of the PepsiCo products of Lumbini Beverages Pvt
Ltd.
 To know about the factors affect the sale of the Pepsi product of Lumbini
Beverages Ltd .
 To know about the PepsiCo brand product available in the outlet.
 IMPORTANCE AND RELEVANCE OF
THE STUDY

Cold drinks were started with the idea of quenching the thirst of the persons
traveling. It was also felt that reliable good water was not available everywhere. So
people would really on their packed bottle and with this idea its makers made these
drinks available mostly, at those places where water was not available i.e. on highways
and long distance trains.
But slowly and slowly with its beautiful taste these become very popular and now
they are available not only in the market and street corners, but also people have started
keeping it in their house.
The credit of popularizing the soft drink goes to Coca Cola. This was the drink
which is liked by all ladies, gents and children. Now day’s soft drinks are quenching
thirst looks more often; they are taken due to habits.
Gold Sport is considered as the first branded soft drinks, established 53 years ago
before all empowering Coca Cola faced competitions and its euphoric image built up in
the western countries helped it get ready clientele and clamor. Parle Export Pvt. Ltd. is
regarded as the first Indian Company introducing Limca a leman drink complementary to
it this has also introduced Cola Pepone which was withdrawn in the face of tough
competition from Coca Cola.
When Coca Cola bid a Farwell in 1977, Indian market was open for various new
forward publishing different brands in the markets. Parle people introduced their Cola,
Thums Up with a mighty saying “Happy days are here again” as if happy days went away
with Coca Cola. Pure drinks of Delhi also w i t hout lasing much introduced pure drinks
were producing and marketing Coca Cola earlier Campa Cola with Campa orange and
Campa lemon. Modern Bakeries entered the market with Double Cola Seven, Mohan
Makings with Merry & Plkup and McDowell with Thrill, Rush and Sprint. This is Indian
market where there was no competition and high voltage advertising was on each one
was trying their best to become number one company with ‘A’ class product in the field
of Soft Drink business. Now after a long gap government of India had given permission to
Coca Cola, which joined with Parle to do business in India. They are trying their best to
regain prestige which it had before. The much rival of Parle is Pepsi an American
concern. It started business on the Indian soil just a few years ago.
Today, it has occupied 62% shares of Soft Drinks market in India. Now Pepsi is
going all out to prove that they are the b e s t . But now due to some factors
competition
among them has become stiffen. So in this way the important activities have increased.
 SCOPE OF THE STUDY

The main scope of this study is to ascertain the effectiveness of channel of

distribution and various methods to increase the sales volume of the concern. The
methods include regular information to the buyers creating a brand position in the market
and taking
measures to make the brand remain in i t s position. One of t h e important aspects of
this
study is also to increase the market segment for the product.
 Profile of Pepsi International
Pepsi is situated at Somers New York in U.S.A. Indra K Nooyi is chairman and CEO of
Pepsi.

Calab bradham A North Carolina pharmacist concocted Pepsi-cola in the year 1890 as a
cure Dyespsia (indignation), in 1903, business strategy worked & in 1905 he built in 1909 he
had a New York auditing agency. PepsiCo Food & Beverages International, a full fledge co.
earn s more then half of its global revenues from snack foods & fast foods. PepsiCo’s major
Business includes Pepsi foods, KFC, pizza hut, taco bell & California pizzas is a world leader
in restaurant business also. PepsiCo gained entry to India in 1988 by creating a joint venture
with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas
India Limited. PepsiCo is a world leader in convenient foods and beverages,
Beverage industry is one of the fast growing industries in India. It can be divided into two
sections i.e. carbonated and non-carbonated. The carbonated drinks can be further classified
into Cola, Lemon, Orange, Mango & Apple segments etc.

Marketing includes all the activities like promotion, distribution, advertising etc., to fulfill the
demands of all segments of consumers. Marketing is also to convert social needs into
profitable opportunities. So this topic provides all the essentials to theoretical knowledge with
practical knowledge and to inculcate the efficiency. It is also a requirement for the company
to improve its service and product quality to achieve the ultimate goal.
 HISTORY OF THE SOFT DRINK IN
INDIA

Christopher Columbus as a traveler of world found a lot of new things which was
not in the eye of the world community which is now in our history but now if any one
does travel to whole part of world to get one thing in some form that is Pepsi. Travel to
any corner of the globe you are sure to spot a label splashed in blazing blue, red and
white becoming you to some “Sugared water”. This dark coloured drink WillyMilly has
today become nothing but spot of an international anthem with young and old, rich and
poor wants for a sip and saying “Yeh Dil Mange More.”
Gold Spot is considered as the first branded soft drink established 53 years ago
before all empowering Coca Cola entered the country to dominate the scene. It faced no
competition and its euphoric imaged built up in the western countries helped it to get
ready clientele and glamour. Parle Export Pvt. Ltd. Is regarded as the first Indian
company introducing Limca, a lemon drink complimentary to there well established Gold
Spot in 1970 which got moderate success. However, before this, he had also introduced
Cola Pepino which was withdrawn in face of tough competition from Coca Cola.
When Coca Cola bid farewell in 1977, Indian market was open for various cold
drinks several companies came forward publishing the different brands in the market.
Parle people introduced their Cola Thumps Up with a mighty bang saying “Happy days
are here again” as if happy days went away with Coca Cola.. Pure drinks of Delhi also
without losing much time introduced pure drinks were producing and marketing Coca
Cola earlier Campa Cola along with Campa orange and Campa lemon. Modern Bakeries
entered in the market with the Double Seven.
Moharn meakings with Merry Pikup and McDowell with Thrill, Rush and Sprint in
Indian market where there was no competition previously. A cut throat competition and
heavy advertising was on. Each one was trying their best to become the number one
company with ‘A’ class product in the field of soft drink business in India.
Now after a long gape the govt. of India has given permission to the Coca Cola to
start their business in India.
 HISTORY OF PEPSI

PepsiCo is a USA based company having its head quarters at New York with the
net worth of $30-40 million. The average sales of the company are approx 90 million
bottles per month. Pepsi made it first international move in Russia in 1959. During the
Khrushchev era, within 32 years Pepsi emerged as the biggest competitor for Coca Cola.
Pepsi is available in 155 countries.
In any soft drink, on the globe Pepsi food is one of the largest soft drink
companies in the world with its headquarters in New York. It was invented by Pharmacist
Culab D. Baradham in 1898 to cure the disease “Dyspepsia”. It is from this word that its
name was related to Pepsi. Soon it entered the American market as soft drink, which at
that time mostly dominated by Coca Cola, but soon Pepsi able to dominate the Cola
market, and there after it never looked back. Pepsi and Coca Cola are engaged in
ferocious cola war that has taken the whole world by storm.
Pepsi entered the Indian soft drink in Kanpur in 1988 and began its production in
May 1990 and soon it was giving the local contenders run for their money in soft drink
market. It comes out with dazzling marketing innovation that rocked the cola market, like
selling t h e p r o d u c t t h r o u g h f u n c t i o n Pepsi o u t l e t s . Its a d v e r t i s e m e n t
a g e n c y w a s “Hindustan Thomson Association” (HTA). Its advertisement budget for
1995-1996 was valued at Rs. 24 crores which is likely to be increased manifold in coming
years.
Pepsi food is one of the largest and best foreign investments in India. Till today it
has invested Rs. 500 crores in India to develop the local market. Pepsi has distributed
exclusive franchises in India to bottle its total product. There are 28 bottling plant of
Pepsi in India. Some are directly controlled by Pepsi and rest is under
various franchisees.
In April 1997 the Pepsi cola international decided that Steel City Beverage will
cover south Bihar (now Muzaffarpur) only. In this accordance Pepsi cola international
decided to open another bottling plant at Hajipur named Beverages Pvt. Ltd. Hajipur
which will distribute Pepsi product in whole Bihar.
 PRODUCTION PROCESS

The process of manufacture of Aerated water (soft drink) like Pepsi brand product is
divided into mainly five parts such as
1. Water Treatment

2. Syrup Making

3. Bottle Washing

4. Filling

5. Testing of Product

(1) Water Treatment: - Water treatment is very essential in soft drinks plants as the
nature and quality of water varies from place to place. To set uniform and
standard water the process of treatment is carried on. The water taken out from
bore well by the help of motor pump and pipe line are collected in storage tank
where is pre chlorinated by chlorinators and by the help of pipe lines comes to
treatment tank called coagulation tank where to this water solutions of different
strength of bleaching powder, ferrous sulphate, hydrated lime are added through
dosing pump to reduce alkalinity, hardness, kill the bacteria .The chemical are
mixed by mechanical stripper and then the suspend mattress settle down as
sludge and clear water passes to retention tank. From this tank, the water passes
through sand filter containing fine sand and pebbles and carbon filter containing
granular carbon and finely through water polisher, micron filter, and UV lamp to
ensure clear and sanitary water for use. Further water used in bottle washer and
boiler need softening .for this purpose ,the water from storage tank ,after passing
through two filter beds contain fine sand and granular carbon respectively comes
 to pass through bad resin were it is softened .this soft water is essential to use in
and bottle washer to reduce scale formation inside the machines.

(2) Syrup Making:- For syrup making of particular brand, calculate quantity of
sugar water activated carbon and high flow super cell known as filter aid taken in
to sugar to enter steam and also filled by a motor with agitator. Sugar syrup
called raw-syrup is prepared by dissolving the sugar with continuous stirring and
heating by steam supplied by fired boiler. This hot syrup by the help of pump is
filtered through a filter press attached with a series of quality filter paper to
separate out carbon particles. Clear hot syrup by the help of SS pipe lines passes
through water P.H.E. for cooling and the then another P.H.E. circulated by glycol
for further cooling. The chilled syrup comes to a mixing tank to use calculating
of sugar quantity by Brix Hydrometer, concentrate added and mix thoroughly by a
mechanical Stirrer fitted to the tank. This syrup is now finished syrup ready for
use. The concentrate mainly, the liquid part are kept in a cold store, the
temperature of finished syrup is also maintained by air-conditioner. All the
containers used for syrup making are cleaned and sanitized by Soda-Bi-Crab,
strong chlorine solution and hot caustic soda solution.

(3) Bottle Washing: Bottle washing is an important part in soft drink plant. The
empty durable and returnable bottle used are returned from market in plastic
carats are fed to a bottle washing machine (washer). The machine has double end
system with circular chain to carry the bottles. Caustic s o d a Tr i -Sodium
Phosphate, Sodium Glausonate is adding to the caustic by the supplied. The
Caustic tank filled in with water heated by steam supplied by the boiler. The
empty bottles enter to the hot Caustic tank in one end and after being cleaned by
hot Caustic solution and finally washed with water through spray jets fitted are
discharged in other end. The washed bottle proper inspections are SU 319 and
SU 853 used for conveyor cleaned and smooth running of chain carrying bottles.
SU 260 and SU 773 is used for bottle cleaning, shining, and mold removing.

(4) Filling: - Finished syrup and treated water lime are commixed to a dosing
pump which mixes syrup and water with ratio of 1:5 and the syrup mixed with
 water enters to carbonator tank to mix CO2 gas, which is preserved in cylinder
for use. The cylinders are connected through CO2 manifold to tank to
use requisite quantity of gas. To control CO2 pressure and temperature of liquid;
we used recording control (Taylor). The syrup passed through a P.H.E. which
is called itself by circulation of chilled glycol supplied chilling F-22 gas used.
The syrup being chilled easily mixed with CO2 gas and enters to filter for
bottling. The filter is connected with filling valves and lift cylinders. The lift
cylinder functions by pressure of air supplied by an air composer. The syrup is
known as beverage in this stage is filled in the cleaned bottles which are durable
in nature and returnable by buyer filling machine (filter) by a counter pressure
of carbon dioxide gas. After beverage filled in bottle it goes to the crowner where
with the help of crown crocks the bottles are sealed (crowned) to project the
carbonation, flavor, outside contamination and spoilage. The finished products are
coded by a coding machine and inspected properly by inspection light while
passing through the conveyor where finished product are accumulated enters to
carat washer machine and it is washed moves through the conveyor where finished
product are accumulated.

(5) Testing of product:- Finally the finished syrup during bottle is tested in
laboratory to meet the parameters and also to get a standard and quality products
to maintain the standard and information and uniformity in products the sugar
contents and carbonation in the bottle are checked in regular intervals by Brix-
hydrometers, Refrectometer and pressure gauge. The dead weight tested is used
to calculate pressure gauge to know the correct pressure. TA & Ph are tested by
digital Ph meter. Electronic digital balanced is used to weight chemical to
conduct test in lab. The purity of CO2 is checked by CO2 purity tester.
The chlorine comparators. The microbiology test of the product and water used
in syrup making and production are also done to ensure that the product is free
from any bacteriological contamination. To conduct the micro tes t hot
sterilizer incubator, autoclave, pads filter membranes, media are produced and
used.
 The Diesel generator is operated in case of electricity failure for smooth
operation of the plant. To drawn electricity for the State Electricity Board the
transformer is used.

The steps involved in the Production Process

are:-

First the fork lift supplies the empty bottles which are collected from the
distributions.
Then depalletising is done i.e. separating cases filled or empty bottles from the
wooden planks.
Uncasing is done by separating empty bottles from the cases/carats.

Empty bottles are then fed into the bottle washer where stream with some
chemical is used for washing.
Washed bottles are then send to the filler where premix (Composed of syrup,
treated water bulk CO2) is filled in it.
The whole concentrated is chilled with glycol before filling and then
crowning is done.
The filled bottles are passed through inkjet coder for printing price and date.
Then again the filled bottles are send for final light inspection and from there
they are collected on a table.
Lastly the filled bottles are arranged in the crates (casing) and then
palletizing is done for storing it in the warehouse.
 PRODUCT MANUFACTURED

The product manufactured by “Lumbini Beverages Pvt. Ltd. are very limited
ranges as it is not independent to diversity its products. It is a unit of Pepsi food Pvt.
Ltd.
which supplies concentrates for drinks. They are:-

Products Quantity Colour Flavour

Pepsi 300 ml, 200ml Brunt sugar Cola

Mirinda 300 ml, 200ml Sun-set Orange

Mirinda Tetrazine Lime
Mirinda 300 ml, 200ml Tetrazine Mango
7 Up Mountain Colorless Lemon
Dew Slice 300 ml, 200ml Colorless Lemon
Lehar soda Sunset Mango
300 ml, 200ml Tetrazine Lemon
Pet Brunt sugar Cola
Pet 300 ml, 200ml Brunt sugar Cola
Can Brunt sugar Cola
Aquafina 300 ml Colorless White

(Mineral Water) 300 ml

1.5 lt.
 2 lt.
330 ml
1 lt.

HISTORY AND ORGANIZATIONAL

STRUCTURE OF
LUMBINI BEVERAGES PVT. LTD.
History of Lumbini Beverages Pvt. Ltd.

Steel City Beverages Pvt Ltd. is situated at Adityapur Kandra Road in

Jamshedpur. “Rushabh Marketing Pvt. Ltd.” is the marketing division of Steel City
beverages. Steel City beverages Pvt. Ltd. is a mother unit and its whole marketing
activities are done through Rushabh Marketing Pvt. Ltd. Steel City beverages is one of
the Pepsi foods Bottling plants in the country and one of the three in Eastern India. The
other two Calcutta and Guwahati. But from 01-04-1997 “Pepsi Foods Ltd. India”
determines to open another bottling plant which is situated at Hajipur namely “Lumbini
Beverages Pvt. Ltd.” It is only for North Bihar.
Steel City beverages Pvt. Ltd. was established by Late Mr. Dharam Chand
Kamani in the month of June 1967. The machineries of its main plant were imported in
1968 and production started in March 1969.

Before the establishment of Steel City beverages Pvt. Ltd. Coca Cola was not
much popular among people of Bihar state as pure soft drink. Because at that time the
bottles of Coca Cola was supplied by the outsiders who were unable to make Coca Cola
popular in Bihar. So after considering the needs and desires of people Mr. Dharma Chand
Kamani brought in Bihar. With this effort Coca Cola become popular among the people
of Bihar.
But in 1977 due to the sudden change I the policies of the Government the import
license for the concentrate of Coca Cola was stopped. So Steel City beverages Pvt. Ltd.
had to walk over to Indian Concentrate Companies. They were modem food industries
supplied concentrate of double seven and non ice cream soda. In 1983 the company
introduced a cola drink “THRILL” of Mc-Dowell & Co. Ltd. in the place of Double
seven and triangular and in the very next year two soft drink “RUSH” an orange
flavored and “SPRINT” as lemon flavored of Mc-Dowell & Co. Ltd were introduced.
Before some months “Ananda Marketing Pvt. Ltd. was the marketing division of
Lumbini Beverages Pvt. Ltd. But at this time, Lumbini Beverages Pvt. Ltd. is doing
marketing with its own name.
Thus it can be seen that Lumbini Beverages Pvt. Ltd. has made tremendous move
towards the introduction and development of soft drinks industries on the whole, and
North Bihar in particular. It has made production of perfect hygiene and standard Soft
Drink as main objective.
An ideal organizational structure facilities management and the operation of the
enterprise and it help the organization in achieving its goal.
In a simple term in various parts or component are interrelated or interconnected
and this way it is the established pattern or relationship among various function of the
organization in the established manner.
The managing director holds the top position. At present, the managing director of
Lumbini Beverages Pvt. Ltd. is Mr. Charan Khilani. But the overall policies regarding
management decisions and all executives function or performance look after by the day
to day decision and general administration as well as management. The MD has given the
power of attorney and authority to director Mr. Ravi Khilani. Mr. Ravi Khilani who is
well advised by the MD.
 The director Mr. Ravi Khilani looks after all functional departments that sales
production, account, personnel and purchase. Though the manager all the functional
departments has specially designated as head of personnel department.
Every department has to report directly to the managing director and is
responsible to his only for working in spite of this all departments is under the control of
the director Mr. Ravi Khilani. Because he is the Chief Executive of the company cited
earlier. The overall organizational structure can be shown as:

OVER ALL ORGANIZATIONAL STRUCTURE OF

LUMBINI BEVERAGES PVT. LTD.
The marketing manager is in charge of all marketing activities i.e. sales promotion,
publicity and advertisement, marketing study and shipping. But the main function of the
marketing is to exercise the control over the channel of distribution.

The marketing manager is assisted by sales executives, city sales executives and
rural sales executives and sales executive of shipping department as follows:-
A THEORETICAL FRAME WORK OF CHANNEL OF
DISTRIBUTION

“Marketing channels are sets of interdependent organization involved in the

process of making a product or service available for use or consumption.”
The main objective of the marketing process is to distribute the products to the
actual users. This function involves a number of sub-functions to be performed by a
 producer or manufacturer. These two functions are most important first, the creation of
demand is made through the process of advertising and sales promotion activities. On the
other hand the distribution through the channels of distribution. The decision relating to
the channel of distribution is a very important decision from the firm point of view
because the selected channels affect considerable other marketing decision. Such
decisions are of long term nature and exercise their impact on the cost structure of the
firm also.
By channel distribution mean the intermediaries or the process through which the
goods products are transferred from the producer to the ultimate users.
Now a day any of the producers possibly do not sell their goods directly to the
final users. There are a lot of intermediaries between producers and consumer, bearing a
variety o f n a m e performing various k i n d s o f f u n c t i o n . Some i n t e r m e d i a r i e s
l i k e wholesalers and retailers buy and resale taking the bill. They are known as
merchant middle men and other are brokers, representative sales agent who seeks or
search for customers and negotiate on the behalf of the producer but do not take of goods.
These are called as middlemen.
The manufacturer and its distributive outlets share common objective to sell the
manufactured products at a profit. No doubt its objective differs with the marketing
circumstance. Even though many variation of specific objective fits into some categories.
These are as follows:-
 To built distribution network loyalty
 To stimulate distribution
 To develop managerial efficiency in distribution organization

The channel of distribution is a structure which organized and presents a choice among
alternative channels of distribution of the different marketing situations faced by retailers,
whole sellers and producers with in the structure. It may be considered as a series of
function which must be performed in order to make producers efficiency.
To bearing maximum profits of all institutions concerned a channel of distribution
should be treated as a unit of total system of action. The activities of the manufacturer
need to be coordinated with these middlemen used in the distribution of given product.
 The important of middlemen in channel of distributional can be over emphasized.
It is that who-
1. Collects concentrate the output of various producers,
2. Subdivides these into lot desired by the customers gathers various items together
in the assortment wanted and
3. Disperses the assortment to consumer industrial buyers.
The role of middlemen that of specialist in concentration equalization and dispersion
besides he side in the creation of the time from and procession utilities.

CHANNEL DYNAMICS
Distribution channel do not stand still. New wholesaling and retailing institution
emerge and new channel system evolves. There are four types of marketing channels.

1. Conventional Distribution Channel

A Channel consist one or more independent wholesaler and retailers. Each is a
separate business seeking to maximize its own profits even if this goal reduces
profit for the system as a whole. No. Of channel members has complete or
substantial control over the other members.

2. Vertical Marketing Channel

This i s most recent marketing channel. A distribution channel system as
producers, wholesaler and retailers act as unified systems. One channel member,
the channel captain owns the others or franchises them or has so much power that
they all co-operate. The channel captain can be the producer, the wholesaler or the
retailer.

3. Horizontal Marketing Channel

A distribution channel system in which two or more unrelated companies put
together resources or programmes to exploit an emerging marketing opportunity.

4. Multi Channel Marketing

In the past, many companies sold to single market through a single channel. Multi
channel marketing occurs when a single firm uses two or more marketing
channels to reach one or more customer segments.

CHANNEL OF DISTRIBUTION OF LUMBINI

BEVERAGES PVT.LTD.
To make its products available at the right places at the right time in the market,
the sales department of the company pays major attention on controlling the
channels of distribution.
Single type of markets channel is maintained by the company right from its
pioneering stage. The nature of the channel is as follows:-

At first the soft

drinks supplied to the
distributors directly.
Retailers or owners of any
outlet can not take the
delivery from company.
They have to take the
products from their
respective or nearest distributor.
There are about 50 distributors and innumerable number of retail outlets operating
with the company in its entire market areas which contains total Bihar. In all the
important places of entire territory this company has its distributors.
These distributors selected on the basis of assurance given by them regarding the
minimum sales which they have to maintain annually. The selection is also done on the
basis of the financial position and reputation of distributor in the market. As for example
in appointing a distributor first engaged in soft drink business second priority is given to
those people who are in cigarette selling business. Depending upon the market, each
distributor in the initial stage has to deposit some security money.

The retailers are selected by the distributor fixed criteria for the selection or
appointment or retailers from the side of the distributor . Any o n e l i k e P a n w a l a ,
Cigarettewala or any other shopkeeper can have the stall for the sale of soft drinks and
they are called retailers or outlet owners. They have to give assurance to the concerning
distributor for better sale and at the time of taking delivery they have to deposit the
security i.e. the charges if the empty bottles with specified retailers purchasing price. The
charges if the empty bottles with specified retailers purchasing price. The distributor at
first has to seek the permission of sales department for the number of cases of soft drinks
required by them. After getting the proper authority from sales department paying
therequisite amount either cash or demand draft.
 WAREHOUSING

Every company has to store its finished goods until they sold. A strong facility is
necessary because production and consumption cycles rarely match.
Warehousing is not a simply storing activity but a package of services that
enables the smooth running of the industry.
The stores must be in constant touch with the use department in order to provide
uninterrupted services to the manufacture and its decision since working capital is locked
up in the warehousing stores in equal to money.
The stores functions can be organized in the following manner:-
a) To receive raw material components equipments etc.
b) To meet the demand of use department by issuing the order
c) Accounting the transaction properly.
d) Minimizing obsolescence surplus and scrap by right identification and
using correct preservation method.
The company supply finished products frequently to different distributors as per
the demand.
Every distributor keeps a minimum stock of different products of the product line
so that the uninterrupted supply could not affect.
In the industrial sector service of optimization where boils down to any exercise
of optimization where limited available resources are to be distributed equitably.
The problem arises from the material that are in stock the form of capital cost,
storage loss, pilferage obsolescence, insurance, handling, documentation etc. Services
level that can be maintained and hence the concept stores in money should be understood
by every body in the organization.
 INVENTORY DECISION
(1) Branding and Packaging
Out of the total market activities some are directly performed and
controlled by “Lumbini Beverages Pvt. Ltd.” itself some are followed
according to the standing instruction of “Pepsi Foods Pvt. Ltd.
So far as the process of branding and packaging is concerned the
“Lumbini Beverages Pvt. Ltd.” Along with the authorized bottle in India adopt
the same pattern.

(2) Wholesaling
Wholesaling includes all the activities involved in selling goods or
services to those who buy for resale or business use. Manufactures use
wholesalers because wholesalers can perform function better and more cost
effectively than the manufacture can. These functions are not limited to selling
and promoting, buying and assortment building bulk barking, warehousing,
transporting financial risk bearing dissemination of marketing information and
provision of management services and consulting.
Like retailers wholesaler must decide on target market, product assortment
and services promotion and place. The most successful wholesalers are those who
adopt their services to meet and target customer’s needs, recognizing that existing
to add value to the channel.

(3) Retailing
Retailing includes all the activities involved in selling goods or services
directly to find consumer for their personal non-business use. A retailer or retail
store is any enterprise which sales volume comes primarily form retailing.
All marketer retailers must prepare marketing plans that include decision on target
market.
 MARKETING STRATEGY
Marketing Strategy is the complete and unbeatable plan designed specifically for attaining the
marketing objective of the firm. The market objective indicates what the firm indicates, what
the firm wants to achieves, the marketing strategy provides for achieving them.
The marketing strategy is not just idea. It is a well outlined plan, and there are different ways
to formulating it. Basically formulating of marketing strategy consists of two main steps.
Selecting a target market. Assembling the marketing mix. Actually, the target marketing and
marketing mix together constitute the marketing strategy of the firm.

When the Pepsi food company entered in the Indian soft drink market, the market was
already prevailed by coke and previously it was Parle. Pepsi tried to establish in India with a
unique marketing policy. Pepsi took into consideration of youth segment target market.
Though the advertisement of Pepsi highlighted the style of living of young generation with
different walk of life. Pepsi brought in its advertisement different stalwart’s personalities
from fields like young cine stars, sport stars and famous personalities from different fields. It
has attracted the young generation and of course increase the sale of Pepsi, Pepsi also
organized many national and international sports events to attract the young generation.
 MARKETING MIX OF “L.B.P.L.”
A product, place, price and promotion (4p’s) that the firm blends to produce the response it
wants in the target market. These are the following 4Ps.

 Products:- That could meet the identified needs of chosen consuming groups.

 Price:- Product price are fixed by company according to competitors product price.
 Place:- It performs various functions like transportation, warehousing, channel
management etc. so the product could easily reach the consumer.
 Promotion:- The firm carries out a no. of measures like personal selling, advertising
and sales promotion programmed with view to communicate to the consumer and
promoter of the product.

It is the mechanism to achieve the consumptions of marketing process, striking the level of
price that is accepted to the firm as well as consumer.
 PepsiCo Cold Drinks
7UP - Mood Ko Do Lemon Ka Lift
Brand History

7UP, the refreshing clear drink with natural lemon and lime flavour was created in 1929.
7UP was launched in India in 1990 and its international mascot Fido Dido was used for
advertising in 1992 to position the brand as a cool drink for youngsters. Fido became an
instant hit with his trendy look, laid back attitude and refreshing take on life. During the
brand’s early years in India, 7UP gained market leader status in the lemon lime category
by being one of the first to be nationally distributed as well as being marketed as a
healthier alternative to other soft drinks.

Brand Advantage

For the past 2 years, 7UP’s ambition as a brand has been to capture and own the lemon
refreshment territory within the clear lime category. Lemon has proven to be a clear and
relevant differentiator for the brand. Further, it has allowed the brand to ladder up to an
emotional payoff of uplifting refreshment.

After establishing itself as “The Lemon Drink ", in Jan 2009, 7UP continued to build
further on the theme of mood upliftment with its new tagline "Mood ko do Lemon ka Lift”

7UP’s brand communication is premised on the product’s natural lemon flavor ,

guaranteed to provide uplifting lemon refreshment that raises one’s spirits.
 Mountain Dew -Darr Ke Aage Jeet Hai
Brand History

The main formula of Mountain Dew was invented in Virginia, named and first marketed in
Johnson City, Tennessee and Knoxville, Tennessee in 1948.

In India, Mountain Dew set the soft drink category ablaze in 2003 with their iconic launch
campaign “Cheetah Bhi Peeta Hai”.

Brand Advantage

It is a soft drink that exhilarated like no other because of its daring, high-energy, active,
extreme citrus taste. Challenge, a can do attitude, adventure and exhilaration is deeply
 entrenched in its brand DNA and the brand has always celebrated the bold and
adventurous spirit of the youth.

This exhilaration and excitement of Mountain Dew has always been reflected in the high-
adrenaline advertising of the brand that connected it to outdoor adventure.

Pepsi - Yeh Hai Youngistan Meri Jaan

Brand History

Pepsi is a hundred year old brand loved by over 200 million people worldwide. The largest
single selling soft drink brand in India is the ubiquitous'socialiser'at every occasion.
 Youngistaan loves it. 200 million people worldwide love it. But what has made Pepsi the
single largest selling soft drink brand in India is actually a formula concocted a century
ago in a far away continent.
 1886, United States of America. Caleb Bradman, the man with a plan, got on to formulate
a blockbuster digestive drink and decided to call it Brad’s drink. It was this doctor’s potion
that was to become Pepsi Cola in 1898, and eventually, Pepsi in 1903.
 Pepsi has always played on the front foot and since its inception has come out with
revolutionary concepts like Diet, 2L bottles, recyclable plastic cola bottles and the
enviable My Can.
Brand Advantage
 Pepsi has become a friend to the youth and has led many youth cultures. Youngsters over
the generations have grown up with Pepsi and share an emotional connect with it, unlike
any other cola brand. Be it parties, hangouts, or just another day at home, a day is never
complete without the fizz of Pepsi!
 Pepsi, Cricket and Bollywood have been joined at the hip since the beginning. Shah Rukh
Khan, Sachin Tendulkar, Saif Ali Khan, Amitabh Bachchan, Kareena Kapoor, Priyanka
Chopra, Virender Sehwag, M. S. Dhoni, John Abraham, Ranbir Kapoor and Deepika
Padukone are a few celebrities who will go any length for a chilled Pepsi.
 The Pepsi My Can is undoubtedly the most popular cola pack of all times. It is not just a
pack but a style statement for today’s youth.
 Mirinda – Weekend Aaye Tho Pagalpanti Chaye
Brand History

Mirinda is an international soft drink brand from Spain that was launched in India in 1991.

Mirinda has always been about a great irresistible orange taste, which is now synonymous
with the brand. These were communicated through our great of “Mirinda Men” in 1996 or
with the campaign of “Taste pe Atka, Mirindaaaa” in the year 2000 or “Taste Aisa Chaye
Character Fisla Jaye” in 2003.

Mirinda then evolved to ladder up the great taste to great fun with another spate of
memorable campaigns of “Fun Ka Naya Mantra, Mirindaaaaa” starring Asin & Zayed
Khan in 2007 & “Pagalpanti bhi Zaroori Hai” campaign with Asin in 2008.
 In 2009, Mirinda became synonymous with “Orange” as the core of the brand with the
campaign of “Orange Dikha toh Mooh Bola Mirindaaaaa”.

Brand Advantage

Now when we think Mirinda, we think orange. But this soft drink brand has launched
many other fruit flavours from time to time; Mirinda Lemon was launched in 1998 with
memorable campaign “Zor Ka Jhatka Dheere se Lage” starring with Amitabh Bachchan &
Govinda. Mirinda has also launched many other flavors like Apple & Batberry, as
innovative flavor offerings for the evolving consumer.

In 2008, the brand decided to up the ante on the brand from a being led by physical
attribute-taste, to deliver a brand philosophy that resonates with the audience. Now,
Mirinda's bold and vibrant color, great orangey taste and sparkling bubbles encourages
one to be more carefree, spontaneous and playful.

With an endeavor to give our consumers a great tasting product to delight them
continuously, we have reformulated & improved its taste - first in 1996, then in 2002. And
what’s more, Mirinda is now made without any artificial flavor in it!!!
 Slice - Pure Mango Pleasure
Brand History

Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to
become a leading player in the category.

In 2008, Slice was relaunched with a 'winning' product formulation which made the
consumers fall in love with its taste. With refreshed pack graphics and clutter breaking
advertising, Slice has driven strong appeal within the category.

Brand Advantage

With the launch of “Aamsutra” campaign in 2008 along with a winning taste & most
appealing pack graphics, Slice created disruptive excitement in the category and
celebrated mango indulgence like no other.46

While other players have portrayed mango as a simple and innocent fruit, Slice celebrates
the indulgence and sensuality of consuming a Mango. The creative idea “Aamsutra”
communicates the art of experiencing pure mango pleasure through the taste of Slice.

Aquafina - The Purest part of you

Brand History

Aquafina was first launched in USA in the year 1994 and with its unique purification
system and great taste; Aquafina soon became the best selling brand in the country.
 In India, Aquafina’s journey began with the Bombay launch in 1999 and it was rolled out
nationally by the year 2000. On the strength of its brand appeal and distribution, Aquafina
has become one of India's leading brands of bottled water in a relatively short span.

Brand Advantage

Aquafina goes through a 5 step state-of-the-art purification process to give consumers

pure water and perfect taste every time.

Aquafina has been built through refreshing and edgy advertising. The ‘What a Body’
campaign has enabled the brand to drive modern, premium, and youthful brand imagery in
an otherwise undifferentiated category.

Bottled across India in 19 plants, Aquafina ensures its availability across more than half a
million outlets. To cater to varied consumer needs and occasions, it is available in various
pack sizes like 300ml, 500ml, 1 ltr, 2 ltr bottles and in bulk water jars of 25lts.
 ADVERTISING & SALES PROMOTION IN
“L.B.P.L.”

Advertising and sales promotion activities play a vital role in entire marketing efforts.
Without these aspects a quality product can not survive in the market. Advertising and sales
promotion tools are most essential for the modern global marketing. This chapter has
therefore been devoted to the studies of advertising and sales promotional activities in
Lumbini Beverage Pvt. Ltd.

The two basic objectives for carrying out such various promotional activities by Lumbini
Beverages Pvt. Ltd. is “To generate more sales as well as to create and maintain an image
of its product” L.B.P.L. carries out its promotional activities as controlled and integrated
programmes of communication and material design present its soft drink to the perspective
customers. It also helps in communicating the need satisfying of soft drink to facilitate the
sales eventually to contribute towards the profit in long run.

The tools used by L.B.P.L. for fulfilling the various purposes of its promotional activities
are the following:-
 Food ‘N’ Fizz
 Space Club
 Payaas bujhao profit badhao
 Agreement
 GRB (Glass return bottle).
 PROMOTIONAL ACTIVITIES (FOR RETAILERS)

Promotional activities consist of various means of communicating persuasively with the

target audience. The important methods are:

Advertisement:- Where an identified sponsors pays media (such as TV) to transmit to target
consumer.

Personal selling:- Where sales representative employed by the firm engage in interpersonal
communication with individual consumers and prospective customers.

Sales promotion:- Where the market utilizes displays, demonstrations, premiums, contests or
similar devices.

Publicity and Public relation:- help to stimulate supportive news items about the firm and
its product that have greater credibility with public than advertisement.

Of all the methods of promotional activities that constitute the promotion mix, sales
promotion is the only one method that makes use of incentives to complete the “Push-Pull
promotional strategy” of motivating the sales force, the distributor and the consumer
transacting a sale.

According to “American Marketing Association” sales promotion refers “Those activities

other than personal selling, advertising and publicity, that stimulate consumer purchasing and
dealer effectiveness, such as display, shows and exhibition, demonstration and various other
non-recurrent selling efforts not in ordinary. “Sales promotion” is also known by the name
of “Extra Purchasing Value” (E.P.V.).
 SWOT ANALYSIS
STRENGTHS:

 Lumbini Beverage Pvt. Ltd. is Franchise Owned Bottling Operation (FOBO) of

world’s most famous soft drinks Pepsi Co.
 LBPL uses state of the art and fully automatic machines and technology for the
production and bottling of soft drinks.
 It has very strong network and built market and currently holds all the parts of the
state.
 It has wide range of product varieties & takes back the leakage, burst bottles etc.

WEAKNESSES:

 No cost cutting program for the products.

 Promotional activities in the rural market are not upto the mark as compared to the
urban market.
 Brand Pepsi in cola flavor is one of the popular lagging behind its nearest
competitor, only due to high sugar content and less thrilling taste.
 Not availability of all the products on demand.

OPPORTUNITIES:

 Although in the cola market there are many competitors, Pepsi still has the
opportunity to enlarge its market share because the cola in the market is quite
monotonic. Most of the end user is young people. There are still some people who do
not like the taste of the cola. So we can try to provide some other taste of cola such as
adding some lemon juice. We can change the flavor in order to meet different taste of
different people.
THREATS:

 As to the threats, all of us know that Pepsi-Cola and Coca-Cola have had the
competition for about 80 years. Although Pepsi-Cola have won several times during
this competition, the market share of Pepsi-cola is a little bit smaller than Coca-Cola.
There is another threat nowadays. Some local cold drink such as Sudha dairy and
Amul dairy cola have taken their feet in the market.

 One of the products of their competitor in Clear lime & Cloudy Lime flavor as a
very good market share due to its taste.

 Coca-Cola is now spending more and more to boost up the sale & market share.
 RESEARCH METHODOLOGY USED IN
THE STUDY
“Marketing Research is the systematic designing, collection, analysis, and reporting of
data and finding relevant to a specific marketing situation facing the company.”

Within the time limit, I tried my best to select the sample representative of the
whole group. During my training, I maintained different chart for different routes during
my dealer survey. I have collected data from the Distributor and Retailers of Patna.

Data Sources
Primary data collection involved distributors, retailers.
Research Approaches : Survey
Research Instrument : Interview
Sampling Plan
Research Design : Exploratory
Sampling Unit : Retailers
Sampling size : 100
Sampling Areas : Lucknow
Sampling Techniques : Simple Random sampling
Contact Method : Personal Interview
In interview schedule I used multiple choice question and ranking system
questions.
 DATA ANALYSIS AND INTERPRETATION

Q. 1 .How you came to know about Pepsi Brand

Products?

Mode No. of Respondent Percentage

Radio 32 32%
TV 46 46%
Newspaper 12 12%
Friends 6 6%
Others 4 4%
Total 100 100%

It has been found that 32% percent retailer know about the Pepsi product through the Radio,
46 % retailer know about the Pepsi product through the TV , 12% of the retailer know about
the product through the Newspaper ,6% of the retailer know about the product through the
friends and 4% retailer know about the product through the other things .
Q.2. Monthly sales (in Rs.)

Monthly Sales (In Respondent Percentage

Rs)
Les than 5000 12 12%
5000 to 10000 16 16%
10000 to15000 40 40%
Above 15000 32 32%
Total 100 100%

It has been found that 12% Distributor/Retailer are monthly sales (Rs)Less than 5000, 16%
Distributor / Retailer are monthly sales (Rs) 5000 to 10000 , 40 % Distributor / Retailer are
monthly sales (Rs) 10000 to 15000 and 32% Distributor / Retailer are monthly sales (Rs)
above 15000.

Q. 3.Which brands of soft drinks are available in the outlet?

Soft Drinks Available in the Outlet

 Pepsi cola 22%
Mirinda 12%
Mirinda (l) 8%
7’UP 24%
Slice 16%
Mountain Dew 18%
Total 100%

It has been found that 22% Pepsi Cola soft drinks are available in the outlet because the taste
of the soft drinks is very sweet so mostly customer prefer Pepsi Cola, 12% and 8% Mirinda
and Mirinda(L) soft drinks are available in the outlet, 24% 7’Up are available in the outlet,
16% Slice are available in the outlet because it is a Mango flavors soft drinks.18% Mountain
Dew are available in the outlet.

Q. 4. When a customer comes to your shop which brand of soft

drinks
He/she demands? (Rank them).

Brand of soft Drinks Respondents Percentage

Pepsi 46 46%
 Coca cola 38 38%
Other 16 16%
Total 100 100%

It has been found that 46% customer demand Pepsi because the product of the Pepsi brand is
very sweet and Mango flavor product Slice mostly children like, 38% customer demands
Coca Cola because the product sweet is minimum amount and mostly like sugar Patient and
16% customer demand other Brand (Rank them).

Q. 5.Number of carets sold per month of soft drinks.

Number of Carets Respondent Percentage

Sold in per month
0-50 Carets 4 4%
50-100 Carets 22 22%
100-150 Carets 42 42%
150-200 Carets 32 32%
 Total 100 100%

It has been found that 42% Retailers told that 100 -150 number of carets sold in per month
because they Retailers belongs to very crud area so customer also be use the soft drinks, 32%
retailers told that maximum 150-200 carets sold in per month, 22% retailers told that 50- 100
carets sold in per month and 4% retailers told that 0-50 number of carets sold in per month
because they retailers also belongs to ruler area.

Q .6.What is the position delivery of Pepsi products?

Position Delivery of Pepsi No. of Respondent Percentage

product
Very Good 30 30%
Good 42 42%
Bad 18 18%
Worst 10 10%
Total 100 100%
It has been found that 30 % delivery of Pepsi products are very good , 42 % delivery of
Pepsi products are good , 18% delivery of Pepsi product are bad and 10 % delivery of Pepsi
product are worst .

Q. 7.What is the frequency of the visit of Pepsi executive?

Frequency of the Visit of Pepsi No. of Percentage
Executive Respondent
Daily 30 30%
Alternate Day 34 34%
Weekly 22 22%
Fortnightly 14 14%
Total 100 100%
It has been found that 30 % distributor visit of Pepsi executive “Daily”, 34 % distributor visit
of Pepsi executive “Alternate Day”, 22% distributor visit of Pepsi executive “Weekly” and
14% distributor visit of Pepsi executive “Fortnightly”.

Q.8.Which types of outlets are selling more?

Types of outlets No. of Respondent Percentage

General Store 24 24%
Restaurant 14 14%
Betel Shop 10 10%
Sweet Shop 36 36%
Other 16 16%
Total 100 100%
Out of 100 respondents I found 36 % sale of Pepsi on sweet shops that are maximum because
every sweet shop use the Visi –cooler for the own product protection and a lot of customer
want to more cool soft drinks. 24% sale of Pepsi on the general store, 14% on the restaurants
because a lot of customer prefer take drink in restaurant because that place is very peace, 10
% on the Betel shop and 16 % sales on the others shops respectively. Example-Medical Store,
Cyber Café.

Q .9.Which factors affect the sale most?

Factors affect the sale No. of Respondent Percentage
Advertisement 16 16%
Scheme 12 12%
Presence 16 16%
Taste 30 30%
Price 14 14%
Others 12 12%
Total 100 100%
It has been found that there are various factors affect the sale of the Pepsi product, 30%
respondent say that Taste is most factors of the product sale because the Taste of the Pepsi
product is very highly sweet, 16 % of the respondent says that Advertisement and Presence is
also a factor of the Pepsi product, 14 % respondent say that price is also factor of the sales the
product and 12% respondent say that scheme and others factor also affect the sale of the
product.

Q. 10.Which Company Visi-Cooler do you have?

Company Visi -cooler No. Of Respondent Percentage

Pepsi 38 38%
Coca Cola 24 24%
Both 22 22%
Own 16 16%
Total 100 100%
It has been found that 38 % retailers told Pepsi company Visi-Cooler use for the Soft drinks
because visi-cooler also provided by the Pepsi company.24 % retailers told Coca Cola
Company
Visi-cooler use for the soft drinks , 22% told that both Visi-cooler use because the shop of
the retailers is very big area ,16% retailers told me own Visi-cooler use for soft drink.

Q. 11.Do you know about all flavors pack (size) and respective
wholesale price Pepsi soft drinks.

Flavors Pack No. of Respondent Percentage

&Wholesale
Price
Yes 60 60%
No 40 40%
Total 100 100%
It has been found that 60% retailers said “Yes” know about the all flavors pack & wholesale
price of Pepsi soft drinks because retailers also sold the product in the market daily on the
price list , 40% retailers said that “No” Know about the all flavors pack & wholesale price.

Q . 12. Have you been provided with sign board/display rack

by Coke Company?

Provide Sign board / No. of Respondent Percentage

Display
Rack By
Company
Yes 74 74%
No 26 26%
 Total 100 100%

It has been found that 74 % retailers said that company also provide the Sign board / Display
rack by coke company because sign board also use for the protect the product in a shop.26%
retailers said that company not be provide the sign board , those retailers use own display
rack /sign board for the basically need.

Q.13.Do you think that aggressive advertising further help you to

increase the sales volume of Cola?

Important of No. of Respondent Percentage

Advertising
Increase the sales
Yes 54 54%
No 46 46%
Total 100 100%
It has been found that mostly 54 % distributor say “Yes” advertising help in increase the
sales volume of cola because advertisement is the base of the product introduce first time in
the market and 46 % distributor say “No” advertising help in increase the sales volume of
cola.

FINDINGS

 Out of the 100 respondent ,It has been found that 32% percent retailer know about
the Pepsi product through the TV, 46 % retailer know about the Pepsi product
through the Radio , 12% of the retailer know about the product through the
Newspaper ,6% of the retailer know about the product through the friends and 4%
retailer know about the product through the other things .
 It has been found that there are various factors affect the sale of the Pepsi product,
30% respondent say that taste is most factors of the product sale because the Taste of
the Pepsi product is very highly sweet, 16 % of the respondent says that
Advertisement and Presence is also a factor of the Pepsi product, 14 % respondent say
that price is also factor of the sales the product and 12% respondent say that scheme
and others factor also affect the sale of the product.
 It has been found that 30 % distributor visit of Pepsi executive “Daily”, 34 %
distributor visit of Pepsi executive “Alternate Day”, 22% distributor visit of Pepsi
executive “Weekly” and 14% distributor visit of Pepsi executive “Fortnightly”.
 Out of 100 respondents I found 36 % sale of Pepsi on sweet shops that are maximum,
24% sale of Pepsi on the general store, 14% on the restaurants , 10 % on the Betel
shop and 16 % sales on the others shops respectively. Example-Medical Store, Cyber
Café.

 It has been found that 12% Distributor/Retailer are monthly sales (Rs)Less than 5000,
16% Distributor / Retailer are monthly sales (Rs) 5000 to 10000 , 40 % Distributor /
Retailer are monthly sales (Rs) 10000 to 15000 and 32% Distributor / Retailer are
monthly sales (Rs) above 15000.

 It has been found that 22% Pepsi Cola soft drinks are available in the outlet , 12% and
8% Mirinda and Mirinda(L) soft drinks are available in the outlet, 24% 7’Up are
available in the outlet, 16% Slice are available in the outlet because it is a Mango
flavors soft drinks.18% Mountain Dew are available in the outlet.
 It has been found that 38 % retailers told Pepsi company Visi-Cooler use for the Soft
drinks ,24 % retailers told Coca Cola Company Visi-cooler use for the soft drinks ,
22% told that both Visi-cooler ,16% retailers told me own Visi-cooler use for soft
drink.
 It has been found that 60% retailers said “Yes” know about the all flavors pack &
wholesale price of Pepsi soft drinks because retailers also sold the product in the
market daily on the price list , 40% retailers said that “No” Know about the all
flavors pack & wholesale price.
 It has been found that 74 % retailers said that company also provide the Sign board /
Display rack by coke company because sign board also use for the protect the
product in a shop.26% retailers said that company not be provide the sign board ,
those retailers use own display rack /sign board for the basically need.
 It has been found that mostly 54 % distributor say “Yes” advertising help in increase
the sales volume of cola because advertisement is the base of the product introduce
first time in the market and 46 % distributor say “No” advertising help in increase
the sales volume of cola.
 Suggestions & Recommendations

PepsicoBeverages Pvt. Ltd. should introduce some change in its marketing

function and advertising to market more rational. The following factors to be worthy of
consideration:-

1. A complain Register should be provided by the company to every distributor in

every route so that, retailers/customers can write their problems. The complain
register should be checked by consumer executive and depot in charge at time to
time.
2. A clear notification should be given to teach distributor and each route agent to
give cash memo (with printed number) and maintain route card for every
transaction.
3. Proper care should be given the company’s employees at the time of scheme
close. Signature of scheme receiving on the cash memo should be taken and it
should be also maintained in route card. Claim of scheme should be passed after
the deeply stud y of above three points i.e. difference between opening stock and
closing, signature of scheme receiving on the cash memo and sells maintained in
the route card.
4. Some retailers keep other companies products in the Pepsi’s fridge, while is
provided by the company. To check additional scheme be given in every month,
in the peak seasons After the checking of Pepsi’s Fridge (3or 4 times in every
month ) if It is found that retailer does not keep other companies products in the
Pepsi’s Pepsi fridge the claim of scheme should be passed . Thus we can
improve/increase its sell and employee’s activities.

5. There is no electricity problem in the whole area of Patna. For chilled soft drink,
ice box which is compulsory and dredge both should be provided by the
company.

6. The numbers of outlets are too much. So it is required to short the route and extra
vehicles/tricycles provide in this route.

7. Facilities provided by the company should be increased. Facilities requirements

should be fulfilled in all the rural and urban area properly after deeply study for
various aspects or retailers by the help of company employee and depot incharge.

8. The vendors can also be provided with uniform by the company in order to give
them visibility.

9. An appropriate name should be given to these tricycles and properly

advertisement thus giving them some sort of identity.
 10. In winters, as the sales from these tricycles may be very low because of seasonal
factors Beverages Pvt. Ltd. should think of introducing such packs Beaver its
various brands of beverages .

11. It is vital take for “PepsicoBeverages Pvt. Ltd. that maintain the performance of
Pepsi in future therefore performance of soft drink was very good in this year in
comparison of coke.
12. Now a day with the introduction of tetra packs such as fruity, Tree Top etc. So
Pepsico Beverages Pvt. Ltd. should think of introducing such packs of its
various brands of beverages.
13. Pepsicobeverages Pvt. Ltd. should be provided it’s the rural area also.
 LIMITATION S

As I was asked to carry on my vocational training I found the following limitations

during my training period. So I could not collect all information regarding my topic.
(i) Shortage of time factor was one of the biggest constraints.

(ii) Most stress was given on the primary data as it was difficult to collect
secondary data from the organization and distribution since it is difficult to
ascertain the authenticity of their statements.
(iii) All the observation and recommendation will be made on the feed back
 CONCLUSION

In the earlier chapters of this report on various aspects of soft drinks industry with
particular reference to establishment of ‘’Lumbini Beverages Pvt. Ltd.’’ Its
organizational structure and channel of Distribution PepsicoBeverage Pvt. Ltd. etc have
been studied Present chapter is an attempt to summaries the whole report and present a
view suggestion.
From the data analysis and survey conducted by me, I arrived at the following
conclusions:-
(1) Pepsi has the entire flavor i.e. Cola, Leman, Orange, Mango in the market and its market
share is comparatively more than Coke.
(2) The majority of the retailers deal in all brands of Pepsi and Coca-Cola.
(3) One of the major drawbacks of Pepsi products is that all the flavors do not reach at each
and every retail outlets but competitors products do reach that is why competitor enters
in to Pepsi exclusive outlets .
(4) The major problem faced by the distributor is the shortage of supply particularly pets.
(5) Distributor functions just as order takes; they should contribute me and
communicate to the retailers.
(6) It should be checked that whether our products is reaching to the outlets timely and
regularly or not.
(7) Although the Visi-cooler, Sign board/Display rack and Glass strength provided by
Pepsi are more than Coke but still there are number of retailers, who are either not
having these or others have provided them .
(8) There is irregular in the supply of Visi-cooler, some retailers, which sell more are not
provided Visi-cooler which some retailers, which sell less, are provided visi- cooler.
(9) Some of the Visi-cooler provided by Pepsi is not functioning properly,
complaints regularly, are entertained after a long time.
(10) Most of the retailers are in need of board but not provided by the Pepsi
Company.
(11) Most of the retailer’s especially small retailers have complained that the sales man
doesn’t inform about any sales promotional scheme.

QUESTIONNAIRE

(1) How you came to know about Pepsi Brand Products?

(a) TV (b) Radio (c) Newspaper
(d) Friends (e) other
(2) Monthly sales (in Rs.)
(a) Less than 5000 (b) Between 5000 to 10,000
(c) 10,000 to 15,000 (d) Above 15,000
(3) Which brands of soft drinks are available in the outlet?
(a) Pepsi Cola (b) Mirinda
(c) Mirinda (L) (d) 7’Up
(e) Slice (f) Mountain Dew
(4) When a customer comes to your shop which brand of soft drinks
He/she demands? (Rank them).
(a) Pepsi (b) Coca Cola
(c) Others
(5) Number of carets sold per month of soft drinks.
(a) 0 - 50 carets (b) 50 to 100 carets
(c) 100 to 150 carets (d) 150 to 200 carets

(6) What is the position delivery of Pepsi products?

(a) Very Good (b) Good
(c) Bad (d) Worst
(7) What is the frequency of the visit of Pepsi executive?
(a) Daily (b) Alternate Day (c) Weekly
(d) Fortnightly
(8) Which types of outlets are selling more?
 (a) General Store (b) Restaurant
(c) Betel Shop (d) Sweet Shop
(e) Other
(9) Which factors affect the sale most?
(a) Advertisement (b) Scheme
(c) Presence (d) Taste
(e) Price (f) Others
(10) Which company Visi-Cooler do you have?
(a) Pepsi (b) Coca Cola
(c) Both (d) Own
(11) Do you know about all flavors pack (size) and respective wholesale price Pepsi
soft drinks.
(a) Yes (b) No
(12) Have you been provide with sign board/display rack by Coke Company?
(a) Yes (b) No
(13) Do you think that aggressive advertising further help you to increase the sales
Volume of Pepsi?
(a) Yes ( b) No
(14) Any Suggestion on the Pepsi brand…………………………..........
 Bibliography
BOOKS

 Kotler, Philip, “Marketing Management”, Pearson Education,12th edition, 2008, New

Delhi.

 Kothari, C.R., “Research Methodology, Second Revised Edition, New age

International Publishers.

MAGAZINES

 Business world, November, December Edition.

 Competition Success Review, November, December.

SEARCH ENGINE

www.google.com

WEBSITE

www.pepsico.com