Varun Beverages Ltd Marketing Strategy Analysis

VARUN BEVEREGES Ltd.
INTRODUCTION
India with a population of more the 100 crores is potentially one of the largest consumer
markets in the world with urbanization and development of economy, tastes and interests of
the people changes according to the advance nation.
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 convert social needs into
profitable opportunities. So this topic provides all the essentials to the 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.
Marketing is about winning this new environment. It is about understanding what

consumer’s wants a supplying its more efficiency and more conveniently.
India where more than 50% of the total population exists below poverty line the consumer
can’t afford such high price for soft drinks. As a result the trading activities of the soft
drinks industry are concentrated in and around big cities and town where the purchasing
power of population is considered comparatively high.
Soft drinks industries in India has annual sale of about 5000 crores with per capita
consumption of soft drinks at a low of eight bottles per annum is due to price factor.
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So, marketing is both philosophy and technology. It is technology because it suggests ways
and means for effective production and distribution of goods and services in the market to
give maximum satisfaction to the consumer.
In this regard the marketing management with have to apply to marketing technology in the
conceptual philosophy of a system.
It is the process of system analysis in the marketing management for effective research and
can be defined, “systematic objective and exhaustive study of tasks relevant to any problem
in the field of marketing”.
PURPOSE OF STUDY
A project cum training is an essential part of MBA curriculum. This study was conducted
on “A comparative assessment of the Pepsi performance in the cold drink market in
JODHPUR and promotional activities in JODHPUR region”.
It also helps to make improvements in service and quality of the Pepsi product, for their
long term existence in the market and earning profit.
Simultaneously, it is also helpful to me to learn about the consumer’s behavior and their
demand for the beverages in particular area (market).
Executive training was undertaken on the following objectives:
 To know the brand acceptance of Pepsi in the cold drink market in JODHPUR.
 To determine the factors which persuade the retailer for sale of Pepsi
 To know the effects of anti-cola advertisement on sale of Pepsi.
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 To find out the company’s position & market share in the soft drink market.
 To find out the exclusive outlets of Pepsi & its competitors.
 To find out the various competitors of Pepsi & their strategy.
 To find out promotional activities of Pepsi & its competitors.
 To understand the acceptance of Pepsi as compared to coke
 To identify the organizational features of Pepsi.
IMPORTACE OF THE STUDY

The topic has been already given to the company to collect information about current
happening in the market. It also helps to makes improvement in service and quality of the
product, for their long term existence in the market and earning profit.
Simultaneously, it is also helpful for me to learn the consumer behavior and observe their
attitude toward demand of particular products practically.
RESEARCH AND OBJECTIVES

The following were the main objectives of the research:
 To know the stock position of Pepsi and its competitors at different outlets.
 To study the marketing and promotional activities at various retail outlets.
 To know per day sale of Pepsi brand and its competitors in crates.
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 To study the percentage share of Pepsi‘s cooling equipments.
 To know how many outlets are covered with glow signboard of Pepsi?
 To know the market share of Pepsi products.
SCOPE OF STUDY
The main scope of this research is ascertaining the various methods to increase the sales
volume and distribution activity of concerned company.
The methods include regular measures to make the position in the market and taking
measures to confirm the brand position. One of the most important aspects of this study is
also to increase the market segment for the products.
OTHER SCOPE OF THIS TOPIC MAY BE AS FOLLOW:

• Target market segment
• Comparison of Pepsi products with its competitors.
• Identification of market potential.
• Evaluating customers need with company products.
• Collecting suggestions for product improvement etc.
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• Evaluating awareness about Pepsi Company.
CHARECTERISTICS OF THE SOFT DRINKS

• Unfinished goods (required chilling before consumption).
• Two way transportation (one filled bottles to market and second empty
bottles from market
• Heavy expenses on advertisement and promotions
• More attention to retailer .several schemes and other facilities provided to

them
• New flavor are introduced from time to time
• Highly competitive market with only two equally strong players
METHODOLOGY OF THE RESEARCH

For the purpose of gathering data from various dealers and consumer, I preferred collection
of primary data with the help of open and close-ended questionnaires.
• Defining the problem and the research objectives.
• Developing the research plan.
• Questionnaires.
• Sample size.
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LIMITATION OF THE STUDY

• The finding of the study may not be applicable to other places except JODHPUR.
• The respondents were too busy to give exact answer to all questions.
• There is chance of under estimation of sales and income as it is the nature of human
beings.
• This study analysis is opinion of retailers only.
• The results may not hold good in the long run as taste and preference of human
beings are subject to change over a period of time.
• There are chances of sampling error.
• Chances of biased data collections to respondents.
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INDUSTRY PROFILE
OVERVIEW
PepsiCo is a world leader in convenient foods and beverages, with 2006.Revenues of more
than $35 billion and more than 168,000 employees across the world. Its world renowned
brands are available in nearly 200 countries and territories.
Building for the future
PepsiCo is among the world’s largest consumer products companies focused on convenient
foods and beverages. They were proud on their products are some of the world’s best
known brands and they are enjoyed by billions of people around the world every day. There
products are recognized for their quality, taste and value, and increasingly, for their
contribution to healthier diets.
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ABOUT US
The Pepsi Bottling Group (PBG) is the world's largest manufacturer, seller and distributor
of Pepsi-cola beverages, some of the world's most recognized consumer brands. PBG
become a publicly-traded company in March 1999 through one of the largest initial public
offering in the history of the New York stock exchange.
PBG generates nearly $11 billion in annual sale. It operates in the United State, Canada,
Greece, Mexico, Russia, Spain and Turkey, accounting for more than one half of the Pepsi-
Cola beverage sold in north America and about 40% of the Pepsi-Cola system volume
worldwide.
OUR CUSTOMER
In the U.S. and Canada, most of PBG's volume is sold in supermarket, following by the
convenience and gas channel, where Pepsi brand have the market-share lead. The balance of
volume is sold in mass merchandising outlets, restaurant and other fountain account.
In the U.S., Canada and Mexico, our sales people interact directly with most customers to
sell and promote Pepsi products (Direct Store Delivery). In other international territories,
PBG serves customers with a combination of Direct Store Delivery and third-party
distributors.
Among the services we provide to our customers are proven methods to grow not only
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Pepsi brand sales, but sales in the overall beverage category. Ultimately, our goal is to help
our customers grow their beverage business by making our strong product line-up readily
available to consumers at every shopping occasion.
OUR ORGANIZATION
The people at PBG reflect the company’s emphasis on superior sales capability and service.
In North America more than one-half of PBG employees work in sales, following by nearly
one-third in operation.
Our organizational structure, based on a general management model, reflects the same
priorities. The Vice President/General Managers of PBG's market units lead marketing and
sales efforts in contiguous geographic areas with common major customers. We designed
our organization to give our market units the autonomy to serve the needs of individual
customers, develop market-specific strategies, and respond to local marketplace dynamics.
From the General Manager to the frontline customer representative, the entire PBG sales
force competes on a local level to serve existing customers and to win new accounts.
The Pepsi Bottling Group is a fast-paced, customer-focused company, with an

entrepreneurial spirit. We offer careers in sales and sales operations, manufacturing,
finance, human resources, information technology, field marketing, and general
management.
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The Company's success hinges on the thousands of face-to-face transactions our frontline
employees conduct with customers every day. That is an exciting, empowering career
proposition for the individuals who make up PBG's sales force and for the teams that
support and lead them. The Company is an equal opportunity employer and values the
diversity of its workforce.
PBG’s AND PEPSICO
PBG become an independent, publicity-traded company in March 1999. PepsiCo retains an

equity interest in PBG of about 40 percent.
As an independent entity, PBG benefits from a much sharper definition of its role and is
able to execute its business strategy more effectively on a local market level. PepsiCo's
focus is on what it does best, which is developing innovation, building its powerful brands
and creating the world-class marketing programs to support them. And, as PepsiCo's largest
bottler, we at PBG can do what we do best: making, selling and delivering more of those
brands, more profitably than ever before.
PepsiCo world headquarters is located in purchase, New York, approximately 45 minutes

from New York City. The seven-building headquarter complex was designed by Edward
Durrell Stone, one of America’s foremost architects. The building occupies 10 acres of a
144- acre complex that includes the Donald M. Kendall sculpture Gardens, a world
acclaimed sculpture collection in a garden setting. PepsiCo global CEO is Indira K. Nooyi
and Sanjiv Chadha is Indian PepsiCo CEO.
MISSION AND VISION OF PEPSICO

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PepsiCo’s mission is “To be the world premier consumer Products Company focused on
convenient food and beverages”. We seek to produce healthy financial rewards to investors
as we provide opportunities for growth and enrichment to our employees, our business
partners and the Communities in which we operate. And in everything’s wed, we strive for
honesty, fairness ail, At PepsiCo, we believe that as a corporate citizen, we have a
responsibility to contribute to the quality of life in our communities.
This philosophy is expressed in our sustainability vision which states; “PepsiCo’s

responsibility is to continually improve all aspects of the world in we operate
environmental, social, economical-creating a better tomorrow than today.”
Our vision is put into action through programs and focus on environmental stewardship,
activities to benefit society, and a commitment to build shareholder value by making
PepsiCo a truly sustainable Company.
History of Soft drinks in India
Soft drinks are a non- alcoholic beverage. It is artificially flavored and contains no fruit or
pulp. India with more than 110crores population is one of the largest consumer markets in
the world after China. Soft drinks is a typical consumer product purchased by individuals to
quench thirst and secondly for refreshment.
Searching for the point of origin of Indian soft drinks, I first document on gold spot this
was the first brand soft drink in India. It was introduced by Parle during later part 40’s .cola
giant; coca cola was the foreign soft drink to be introduced in India in 1965.
Coca-Cola made a very good beginning and dominated the whole scheme right
from the world go. It faced no competition at that time.
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The extraordinary success of soft drinks can be attributed to the following

factors:
 Absence of contemporary competitive brand.
 Euphoric image build up in the western countries
 proceeded the entry into Indian market, and
 Indians are very fond of foreign goods, services etc. due to prolonged foreign
rules.
Parle Exports Pvt. Ltd. introduced Limca, Lemony soft drink in later 1970. Before Limca
was introduced they had tentatively introduced Cola, Pepino, which they had to withdraw
soon in the face of battering conformation with Coca Cola.
Three of four groups of Indian companies, which had the required production capacity,
started their own brand of Cola, orange, Lemon but failed to achieve their goal on national
basis.
India always has love and hate relationship with MNC’S which gave significant
opportunities to soft drink industries in India when Coca-Cola decided to bind up it was
being wasted.
Operation in 1977 rather than bowing to Indian government insisting on:-
• Dilution of equity, as the government felt that list of foreign currency
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• Manufacturing of the top secret concentrate in India
• Disclosure of the chemical composition of the essence
This left a large vacuum in popular soft drink market, and a vista was opened to any
company with requisite technical, marketing and organizational skills.
The existence of coca cola from India in 1977 accelerated the growth of several Indian soft
drinks in the form of tetra pack entered the market, among the Fruity, jump-in, and tree top
where the prominent one. Till 1977 there equipped bottling plants and the distribution
network were of no use. It looks them one year to develop new formula to survive and
gradually came up with lemon, orange, and cola.
However Parle the pioneer in the soft drinks blazed its way to national prominence with
their product “Thums -up” bearing the slogan “Happy days are here again”. This
particular slogan helped to win over the loyalists or addicts to Coca-Cola.
Indian soft drink industry started at a phenomenal rate, and all Parle products, Gold Spot,
Limca and Thums -up became the brand leader in their own segment.
In spite of all these, the drink market still had large gaps, as claimed by soft drink
manufacturers. To fill these gaps, many soft drink concentrate and squashes flooded the
market .The Indian soft market basically offered three flavors i.e. Orange, Lemon and Cola.
1988 saw the entry of the multinational company PEPSI to the Indian market, 11 years after
the existence of Coca-Cola. It had name, fame and edge of being one of the best in the game
and it also offered stiff competition to Parle and Coke.
HISTORY OF PEPSI
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Pepsi-Cola Company was founded by CALEB D BRADHAM in 1890 at North Carolina

in USA. Its CEO is Indira k. Nooyi and in India PepsiCo. Holding its chairman is Mr.
Rajiv Bakshi. The head office of PepsiCo in India is at Gurgaon. Presently it operates in
1996 countries.
Pharmacist CALEB it to cure the disease “DISPARSIA”, It is from this word that was
related to Pepsi. Soon it entered the American market as soft drink which at that time was
mostly dominated by Coca-Cola, but soon Pepsi was able to dominate the Cola market and
thereafter it has been no looking back. Pepsi and Coca-Cola are engaged in a ferocious cold
war that has taken the whole world by storm. Pepsi stands 51st position among the fortunate
500 companies of the world.
Its total capital is approx $3000 crores and total sales annually are worth $37 crores, half of
which comes from beverages and other half from food division. The beverages arm of the
PepsiCo. Is Pepsi-Cola company and the snack food company is called Frito -lay-Inc.
THE INDIAN EXPERIENCE
Previously there were three tags “Yehi Hai Right Choice Baby”, “Nothing Official about
It”& “Yeh Dil Mange More” which was immediately ring a bell-it’s to be a Pepsi. Pepsi in
short span of its operations in India has found a place in hearts and minds of the Indian
consumers. The success has primarily been due to the innovative and passionate Indian
team which has been built over the years. Pepsi is a trendsetter managed and run by
Indians, where important decision is taken locally.
Pepsi started its operation in India in 1988 in Kanpur and since PepsiCo. Has set up a fully
integrated operation India viz. manufacturing, research and development, marketing
distribution and franchising – covering fruit/vegetable processing, export, snack and food
beverages, In 1993 PepsiCo. Set up a holding company to further accelerate growth through
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new initiatives and joint ventures PepsiCo is fully committed to India and the national
objectives of development of technology and accelerating exports and employment. It has
invested 500crore in India to develop the local market. Pepsi has distributed exclusive
franchises in India to bottle its total products.
There 34 bottling plant of Pepsi in India. Pepsi directly controls some and rest is under
various franchises.
Some special features in Indian scenario
Pepsi has set up a concentrate plant at Channo, District Sangur, Punjab, with an investment
of 55 million. The state of the art plant house a world – class laboratory where soft drinks
from all over the world are tested.
This concentrate plant supplies Pepsi. 7-up teem, Miranda, Orange, Apple & Lemon flavors
to all Pepsi bottling plant in south Asia. Pepsi has 34 bottling plant in India out of which
8company are owned and 26 are owned by Indian franchises. PepsiCo has invested heavily
on up- gradation of this bottling plant and has put 5 green field projects in backward areas
such as Jaipur, Bazapur in U.P., Bharuch in Gujrat, and Sonapur in W.B.and Naclamangala
in Kernatka. New project are coming out Maharashtra and Tamil Nadu. In addition to the
Company Owned Bottling Operation [COBO], Pepsi has 26 Franchises Owned
Bottling Company [FOBO] units in India. These franchises manufacturers are also
planning to install substantial additional capacities. In last two years PepsiCo’s franchisees
have put up bottling plant in Jaipur, Bhopal, Hajipur [Bihar], Guntur [A.P.] and Guwahati
[Assam].
PepsiCo Franchisees are amongst the best in the Pepsi world.
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JUICE
Pepsi Co. plans to launch juices in big way in India, there by helping the farmer in fruit
procurement. PepsiCo agriculture scientist has undertaken research on mango, guava and
orange and these fruits would be the priority area for the juices launch in India. Presently
Pepsi has one juices brand.
EMPLOYMENTS OPPERTUNITIES:
Pepsi provide direct and indirect employment to person in supplying it’s raw material,
packing materials, distribution vehicles, glass bottle, plastic carets, display rack, fridge etc.
and to small artisans, painting and small trader in market places activity. All the Pepsi
business in India is either in industries with backward linkages with farmer or in service
industry being highly distribution oriented. The Pepsi system operate over 300 trucks
(Direct Operations), 8000 three wheeler (Distributors) and at least 1000 push carts, serving
over half a million outlets in India. By the year 2005 the no. of outlets to be served are
expected to be doubled.
DEVELOPING SPORTS:
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Today Pepsi is one of the main sponsors for sports related activities in India. It has
continued to promote up coming new players of cricket, football, hockey etc. Pepsi was the
official sponsors of the world cup 2007.
Pepsi has developed a Pepsi cricket academy, which would develop over 500 young cricket
enthusiasts in next 5 years. Similarly Pepsi cricket coaching camps and clinics are held to
coach young boys in north and south.
COMMUNITY RELATIONS:
Most of the bottling plant Pepsi is located in backwards area, there by giving huge
employment opportunities in this area. Pepsi, as responsible company, undertakes social
project in and around the bottling plant.
These include support to the education centre, sponsors inoculation camps, providing free
health check up, initiating sanitation, drives, promoting literacy drives and helping villages
to put up bus shelter etc.
REVENUES GENERATIONS:
It is estimated that PepsiCo, and its franchises generates over Rs.600crores to the exchequer
by the collection of excise and sales tax.
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INTRODUCTION OF ORGANISATION
VARUN BE VERAGE PVT. LTD.
VARUN Beverages pvt Ltd. is franchisee of PepsiCo. India. VARUN Beverages Ltd. a
rupees 17 crores unit was promoted by the family of RJ GROUP in the year 1996 with the
proper infrastructure approved by PepsiCo Headquarter and the unit went into production,
subsequent and marketing operation from 1997. Mr. Ravi Jaipuria is MD of this company
the plant has 57 production staff 30 executives and 32 tem members within marketing and
seller functions during the pick session i.e. Between April-July the no. of production staff
at times is increased to take care of increased production functions.
The unit has capacity of bottling 400-600 bottles per minute or3000 crates of 24 bottles on a
daily basis, i.e. when production schedule is on through out the day with three shift
production system. The plant follows international quality audit standard for the purpose of
maintaining quality controls in the quality of the product because the quality control
function, by far is the most important criteria for purpose of competing in terms of quality
in the contest of the market competition.
This bottling unit at Boranada(Jodhpur) has created a source of employment for a large no.
of population residing in the Rajasthan and has also come out with quality/treated water
resources, which is now being thought of diverting in to near by agriculture sector as an
ongoing source to facilitate of management. This unit in the year to come should one of the
most important industrial zones in this part of the country and this reality manufacturing
and marketing unit should be a set of attraction as far as commercial activity are concerned.
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Profile of VBL
Company land area : 17 acres
Location and authority : BORANADA Industrial Area, JODHPUR
Name of Director/Occupier : Mr. RAVI JAIPURIA
Name of CEO : Mr. CRIS WHITE
Name of HR manager : Mr. S.K CHANDANA
Capacity : 600 bottles per minute
Nature of product : Soft drinks, Pepsi, Mirinda,
Soda, Slice, Aquafina
No. of employees : 200 +150 (max) Seasonal
Labors
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ORGANIZATIONAL HIERARCHY
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The process of manufacturing of Aerated water (soft drink) like Pepsi brand
product is divided into five main parts such as:-
1) WATER TREATMENT.
2)SYRUP MAKING.
3)BOTTLE WASHING.
4)FILLING.
5)TESTING OF PRODUCT.
WATER TREATMENT
Water treatment is very essential in soft drinks plant as the nature and quality of 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 having depth of 500m by the help of motor pump &
pipe lines. are connected to the storage tank where is pre-chlorinated by chlorinator & then
by the help of pipeline comes to a treatment tank called “Coagulation tank” where to this
water, solution of different strength of bleaching powder, ferrous sulphate, hydrated lime
are added through dosing pump to reduce the alkalinity hardness, kills the bacteria and the
pH become 7.5.Mechanical stripper mixes the chemical & then suspended matter settles
down as sludge& clear water passes to retention tank. From this tank the water passes
through sand filter containing fine sand and pebbles & carbon filter containing granular
carbon & finally through the water polisher ,micron filter, UV lamp to ensure clear &
sanitary water for use.
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Further water is used in bottle washer & boiler needs softening .For this purpose, the water
from storage tank after passing through two water filter beds containing fine sand and
granular carbon respectively comes through a bed of resin where it is softened. This
softened water is essential to use in the boiler & bottle.
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Description of the above diagram:
Firstly the water should be taken out from the earth through motor from bore well which is
about 500m deep. After that it store in the underground tank which is also know as storage
tank having capacity of 1.5 lakh liter at that time the hardness of water is 6.8 PPM(Parts Per
Million) it has two in number. Then it reaches at coagulation tank having capacity of 80,000
liters in which ferrous, lime and bleaching powder is there which is used to remove the
hardness of the ground water then it reaches to intermediate tank and after that it passes
through sand filter in which
small pebbles and fine sands are there ,where they remove small particles and transfer to the
ACF i.e. activated carbon filter in which mainly chlorine is used having volume of 30 cubic
meter per gram then it passes through 5 micron cartilage and UV light to remove small
microbes.
SYRUP MAKING
For the syrup making of the particular brand, calculated quality of sugar, water, activated
carbon (powder) & by flow super cell known as filter aid are taken into a sugar space to
enter stream & also filter by motor with agitated sugar syrup called raw syrup is prepared
by dissolving the sugar with continues stirring and heating by steam supplied by oil fried
boiler. This hot syrup by the help of pump is filtered through a filter press attached with the
series of quality filter paper to separate out carbon particles. Clear hot syrup by the help of
SS pipeline passes through water P.H.E. for cooling then another P.H.E. circulated by
glycol for further cooling. The chilled syrup comes to the mixing tank, which is cleaned and
sanitized prior to use. After circulation of sugar quantity by Brix Hygrometer, concentrate
are added and mixed thoroughly by the mechanical stirrer filter to the tank. This syrup is
known as finished syrup ready to drink the concentration mainly. The liquid part are also
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kept in a cold store, the temperature of the finished syrup is fixed in the room temperature
is also maintained by air conditioner. All the containers used in the syrup making are
cleaned and sanitized by sodium bi- carbonate, strong chlorine and hot caustic soda
solution.
BOTTLE WASHING
Bottle washing is an important part in the soft drink plant. The empty durable and restorable
bottles used are returned from market in plastic crates, and fed to bottle washing machine
(washer).
The machine has double end system with circular chain to carry the bottles. Caustic soda, tri
sodium–phosphate, sodium glyconate are added to the caustic tanks filled in with water
heated by stream supplied by bathe boiler. The empty bottles enter to the caustic solution
and finally washed with water through spray-jets fitter dared discharged in other end. The
washed bottles after proper inspection are directed to filling machines through conveyor.
SU-260 and SU-773 are used for bottle cleaning, shinning and mold removing
concentration.
FILLING
Finished syrup and treated water lime are concentrated to a dosing pump, which mixes
syrup and water in the ratio of 1:5 and syrup mixed with water enters to carbonate tank to
mix with carbon-di-oxide gas. Which are preserved in cylinders for use? The cylinder is
connected through carbon-di-oxide pressure and temperature of liquid; we use recording
control (Taylor). The syrup passed through PHE that is cooled itself by the circulation of
chilled glycol supplied by chilling compressor. To run the machine for chilling F-22 gas is
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used. The syrup being chilled easily mixes with carbon di oxide and enters to filter for
billing .The filter is fitted with filing valves and lift cylinders. The lift cylinder functions
pressure of air supplied by an air compressor. The syrup known as beverages in this stage is
filled in the cleaned bottle, which are durable in the nature and returnable by the buyer.
After beverages is filled in bottle goes it goes to the crowner where with the help of crown
corks the bottle are sealed(crowned) to protect the carbonation, flavor outside
contamination and spoilage. The finished product are coded decoding machine and
inspected properly by inspection
Light while passing through the conveyor fitted with SS chains. The empty plastic rated
passing through a conveyor enter to crates, which are durable in nature and returnable by
buyer, put on plates and sent shipping for shipment. The entire container in contact with
syrup are properly cleaned and sanitized by bicarb soda, hot water, hot Caustic soda
solution and strong chlorine base.
TESTING OF PRODUCT
Finally the finished syrup during bottling is tested in laboratory to meet the parameters and
also to get the standard and quality product. To maintain the standard and informality in
products, the sugar contents and carbonation in the filled bottle are checked in regular
intervals by Brink hydrometers refract meter and pressured gauge. A digital pH meter tests
the pH. Electronic digital balance is used to the weight chemical to conduct test in the lab.
The purity of carbon dioxide is checked by a carbon dioxide purity tester. The microbiology
test of the products 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 test,
hot sterilizer incubator autoclave, pads filler membranes are product used.
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The diesel generator is operated in case of electricity failure for smooth

operation of the plant and for drawn electricity from the state electricity board
the transformer is used.
RAW MATERIAL INPUTS

A soft drink bottling plant the following things as a raw materials:-
 Sugar
 Flavor
 Water
 Carbon di oxide
 Crown cork
 Glass bottle
 Plastic crate.
Sugar
High purity crystal sugar is required to produce the sugar syrup for soft drink. The main
supplier of sugar for VARUN beverages Pvt. Ltd. is M/s KCP Ltd.chennai. The usual
requirement of sugar is around 800 gm par carat for all flavors.
Flavor
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Pepsi food Ltd. is supplying all essence of flavor for VARUN Beverages Pvt. Ltd. from
their plant Chennai, Bhavnagar (Punjab).
Water
The required water of VARUN Beverages Pvt. Ltd. is being met from the high yielding
deep boring well with pumps. Adding softening plant & DM Plant so as to meet the
required quality of water then treats the raw water taken out from these well. Water quality
is being strictly adhered through regular sampling & analysis.
Carbon dioxide
Carbon-di-oxide gas of required purity is being carried on from Hindustan Gas

India Ltd. and also from IOC JODHPUR and Barauni, as per requirement of
flavor. The usual consumption of carbon di oxide is 1 kg per 10 carats in case of
Pepsi, 1 kg per 5 carats of Soda water and the rest flavor 1 kg per 114 carats.
Crown Cork
VARUN Beverages Ltd. takes crown cork from Manksic Crown Ltd., Bhopal and
Ghaziabad respectively.
Glass Bottle
VARUN Beverages Pvt. Ltd. takes flint and green glass bottle from Hindustan National Glass Ltd.
Tapovan (Hrishikesh).
Plastic carats
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VARUN Beverages Pvt. Ltd. takes plastic crates from Neelkamal Plastic Ltd., Nasik and
Supreme Industries Ltd., Nasik.
PRODUCT PROFILE
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SWOT ANALYSIS
After doing 8 weeks field work and survey I can take it out the SWOT analysis
for VARUN Beverages Pvt. Ltd. and Pepsi Brand.
• Strength
• VARUN Beverages Pvt. Ltd. is Franchisee Owned Bottling Organization

(FOBO) of world’s famous cold drink company Pepsi.
• VBL uses state art and fully automatic machines and technology for the
production and bottling of the soft drink.
• It has a very strong network and built market and currently holds all the parts
of the state.
• It has wide range of product varieties & takes back breakage, burst bottles
etc.
• Though it has strong brand equity, brand image, it can survive in the most
competitive situation.
• It has built market & market share and holds more % with respect to its
competitors.
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• Customer retention and satisfaction after sales is good.
• Weakness
• No cost cutting program for the products.
• Promotional activities in the rural market are not up to the mark as compared
to the urban market.
• Brand Pepsi in the cola flavor is one of the popular lagging behind its nearest
competitor, only due to high sugar content and less thrilling taste.
• Lacking of communication with retailers.
• Timing of distribution is not very good.
• The cooling system is not distributed properly.
• 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 lime juice. We can change the flavor
in order to meet different taste of different people.
32
• New innovative idea for advertisement like road show like “ bheja fry 7up
try” & mountain dew campaign
• Threats
• As to the threats, all of us know that Pepsi-Cola and Coca-Cola have the
completion for about 80 years. Although Pepsi-Cola have won several times
during this completion. The market share of Pepsi-Cola is a little bit smaller
than Coca-Cola.
• There is another threat nowadays, some local cold drinks such as Sudha
Dairy and Anuj Dairy cola have takes their feet in the market.
• One of the products of their competitors in clear lime and lime flavor as a
very good in market share due to its taste.
• Coca-Cola is now spending more & more to boost up the market share &
sale.
33
MARKET STRATEGY & DISTRIBUTION CHANNEL
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 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, also organized many national and
international sports events to attract the young generation.
34
MARKET MIX OF V.B.L

The set of controllable tactical tools:
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.
 Place: - It performs various functions like transportation, warehousing,
channel management etc. so the products easily reach the consumer.
 Promotion: - The firm carries out a no. measure 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.
4P’s policies of the Pepsi products:
1. Product: - There are five lines of products of soft drink in India that is almost matched
with
international quality product line.
 Pepsi - 200 ml, 300ml, 600ml. and 2000 ml.
 Miranda - 200 ml, 300ml, 600ml. and 2000 ml.
 7 up - 200 ml, 300ml, 600ml. and 2000 ml.
 Mountain Dew - 200 ml, 600ml. and 2000 ml.
 Slice - 250 ml, 500ml, and 1000 ml.
35
2. Price: - Product price are fixed by Pepsi Co India according to competitors product
price.
3. Place:- Pepsi has a strong channel of distribution, and intermediaries command the
distribution work.
 Plant - Depot - Distributor - Consumer.
By this simple distribution, Pepsi is doing well. The company is trying to reach
every remote village area. The company has succeeded to some extent in reaching
its target.
4. Promotion :- In the specific, sales promotion methods are those sales activities that
supplement both - personal selling and advertising and co-ordinate them and help to
make them effective such as display, shows and exposition and demonstrations and
other recurrent selling efforts not in ordinary route.Pepsi has variety of tools and
techniques of sales promotion. Like for example sales promotion letters, catalogs, point
of purchase (POP), display, customer service program and demonstration of free sample.
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.
36
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 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.).
VISI COOLAR DISPLAY, OYE BUBBLY CAMPAIGN
37
MS DHONI SHAHRUKH DIPIKA
MEANING AND OBJECTIVE OF SALES PROMOTION

38
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Mea
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39
ADVERTISING & SALES PROMOTION IN VBL
Advertising and also 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
VARUN Beverage Pvt. Ltd. The two basic objectives for carrying out such various
promotional activities by VARUN Beverages Pvt. Ltd. is “To generate more sales as well as
to create and maintain an image of its product” VBL. carries out its promotional activities
as controlled and integrated programmers 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 sales used VBL. for fulfilling the various purposes for its promotional activities
are the following:-
 Food ‘N’ Fizz
 Space Club
 Payaas bujyhao profit badhao
 Agreement
 GOD(Glass on deposit)
 Displaying equipments
 Scratch card, lucky draw & prize.
40
MERCHANDISING POLICY
In today’s fast moving industry and highly competitive market, only those products are
likely to be purchased which are capable of hitting the impulse of the consumers. The
products appeal should be able to penetrate and get embedded into the perpetual space of
the consumer’s mind.
The concerned product should induce to the consumers. Pepsi believes that “Jo Dikhta Hai
Wahi Bikta Hai” i.e. any product which is visible is bound to be sold.
METHODS OF MERCHANDISING
 Visi cooler placement
 Glow signboard
 Paintings
 Crate Stacking
 Umbrella
 Banners
 Display
 Special Schemes
41
DISTRIBUTION CHANNEL OF VBL

To make its products available at the right place, at the right time in the market, at the right
place, the sales department of the company plays major attention towards controlling the
channel of distribution. The company right from its beginning stage maintains single type
of marketing channel. The nature of channel is as follows:
COMPANY

DEPOT

DISTRIBUTORS

RETAILERS

CONSUMERS
ABOUT DISTRIBUTORS
At first, soft drink is supplied to distributors. Retailers cannot take the delivery directly
from the company. They have to take it from their respective or nearest distributors. The
distributors selected on the basis of assurance given by them regarding minimum sales,
42
which they have to maintain annually. The selection is also done on the financial position
and reputation of distribution in the market. As for example, first priority is given to those
people who are in cigarette business. Depending upon market, each distributor in its initial
stage, deposit some security money. This amount varies between five thousands to the
thousand. The distributors, at first have to seek the permission of the sales department for
the number of cases of soft required by them.
After getting the proper authority from the sales department, they take the delivery from the
shipping department paying the requisite either in cash or as demand draft.
The distributors can be dropped if they fail to achieve the required target to sales. They can
be also dropped when they don’t follow the instructions given by the company or when they
charge high price or when they are engaged in black marketing, loading etc. But the
company has not dropped any of its distributors till now.
The supply of soft drinks to the distributors depends upon the ups and downs in the sales.
But, in the initial stages, the distributors have to sell up to a minimum target set by the
company or as decided by an agreement between the company and the distributors. In the
last stages soft drink is supplied as and when demanded by the distributors.
ABOUT RETAILERS
The distributors select the retailers. There is no relation between the company and its
retailers. On the other hand there are no definite and fixed criteria for the selection for
appointment of retailers from the side of distributors.
Any one like “Panwala”, “Cigarette shop” or any other shopkeeper can have the stall for
the sale of soft drinks and they are called or dealers. They have to give assurance to the
43
concerning distributors for better sales and at the time of taking delivery they have to
deposit the security that is the change for the empty bottles with specified purchasing price.
Generally, there is no compulsion on the part of distributors to provide the transportation
facilities to their retailers, but the distributors of the big areas like JODHPUR,
Muzzaffarpur, JODHPUR provides the transportation facilities to their respective retailers.
The distributors and retailers are independent to sell as they want but are controlled to some
extent by the company also, as they have to give some assurance regarding minimum sale.
It happens so because they are given some incentives also. They are fully independent to
gear up the market, as they want.
PRODUCT PERFORMANCE OF PEPSI
COMPARATIVE PRODUCTS
44
Major CSD Brands

SL.-
No.
Flavor PCI CCI
Coca-Cola,
1. Clola Pepsi
Thums Up
2. Clear Lime 7 Up, Mountain Dew Sprite
3. Cloudy Lime Mirinda-Lime Limca
4. Orange Mirinda Fanta
In above table, I have shown product target in the market. Both companies try to substitute
each other product in the market. When a company don’t fulfill the demand of market then
other company substitute that product with own product. In the market many time seen that
consumer demand a product according to his desire, but due to lack of supply he switch
over of substitute product. So, companies always want with substitute product for enlarging
his market share.
Here, Thums Up and Coca-Cola is substitute for Pepsi, Sprit is substitute for 7up and
Mountain Dew, Fanta is substitute for Mirinda & Limca is substitute for Miranda Lime.
PRODUCT AVAILABILITY OF PEPSI
45
S. No Products 200ml 250ml 300ml 330ml 500ml 600ml 1000ml 1200ml
2000ml
1 Pepsi √ − √ − − √ − −
2. Pepsi diet − − − − √ − − −
3. Pepsi Gold − − − − − √ − −
4. Mirinda √ − √ − − √ − − √
5. Mirinda Lime √ − − − − − − − −
6. M. Sorbet − − − − − √ − − −
7. 7 up √ − √ − − √ − − √
8. M. Dew √ − − − − √ − − √
9. Pepsi Can √ − − √ − − − − −
10. 7 Up Can √ − − √ − − − − −
1 1. Mirinda Can − − − √ −
− − − −
12. M. Dew Can − − − √ − − − − −
46
13. Diet Can − − − √ − − − − −
14. Slice − √ − − √ − − √
15. Aquafina − − − − − − √ −
16. Tropicana √ − − − − − √ −
17. Everest Lehar − − − − − √ − − −
PEPSI PRODUCTS PRICE LIST FOR RETAILERS
S. No Products 200ml 250ml 300ml 330ml 500 ml 600ml 1000ml 1200ml
2000ml
1 Pepsi 168 − 214 − − 454 − −
4 27
2. Pepsi diet − − − − 454 − − − −
3. Pepsi Gold − − − − − 567 − −
−
47
4. Mirinda 168 − 214 − − 454 − −
4 09
5. Mirinda Lime 168 − − − − − − − −
6. M. Sorbet − − − − − − 567 −
7. 7 up 168 − 214 − − 454 − −
4 09
8. M. Dew 168 − − − − 454 − −
4 09
9. Pepsi Can − 330 − 564 − − − − −
10. 7 up Can − 330 − 564 − − − − −
11. Mirinda Can − − − 564 − − − − −
12. M. Dew Can − − − 564 − − − −
13. Pepsi diet Can − − − 564 − − − −
14. Slice − 214 − − 498 − −
500 −
15. Aquafina − − − − 454 − 100 − −
48
16. Tropicana 391 − − − − −
7 34 − −
17. Everest Lehar − − 108 − − 264 − −
PEPSI PRODUCTS PRICE LIST FOR CUSTOMERS
S. No Products 200ml 250ml 300ml 330ml 500 ml 600ml 1000m 1200ml
2000ml
1 Pepsi 8 − 10 − − 20 −
− 48
2. Pepsi diet − − − − 20 − −
− −
3. Pepsi Gold − − − − − 25 − −
4. Mirinda 8 − 10 − − 20
− − 48
5. Mirinda Lime 8 − − − − − − −
49
6. M. Sorbet − − − − − 25 − −
7. 7 up 8 − 10 − − 20 −
− 48
8. M. Dew 8 − − − − 20 −
− 48
9. Pepsi Can − 15 − 25 − − − −
10. 7 up Can − 15 − 25 − − − −
11. Mirinda Can − − − 25 − − − −
12. M. Dew Can − − − 25 − − − −
13. Pepsi diet Can − − − 25 − − − −
14. Slice − 10 − − 22 − − 45
20
50
15. Aquafina − − − − 8 − 13 −
16. Tropicana 15 − − − − − −
70 −
17. Everest Lehar − − 5 − − 12 −
− −
COCA-COLA PRODUCTS PRICE LIST FOR CUSTOMERS
S. No Products 200ml 250ml 300ml 330ml 600ml 1000ml 1200ml
1500ml
1. Coca-Cola 8 − 10 − 20 − −
43
2. Thums up 8 − 10 − 20 − −
43
3. Sprite 8 − 10 − 20 − −
43
51
4. Fanta 8 − 10 − 20 − −
43
5. Limca 8 − 10 − 20 − −
43
6. Maaza − 10 − − 25 − 45
7. Coca-Cola Can − − − 20 − − −
8. Thums Up Can − − − 20 − − −
9. Sprite Can − − − 20 − −
− −
10. Fanta Can − − − 20 − − −
11. Coke Diet − − − 25 − −
− −
12. Kinely Soda − − 5 − 12 −
− −
52
13. Kinely − − − − − 15 −
14. Fruit Juice ΝΑ − − − − ΝΑ
− −
DATA ANALYSIS AND INTERPRETATION
INTERPRETATION OF OUTLETS
TPYES OF OUTLETS
53
1 0 O t h e r
9 P h o n e b o o t h s 1 G e n e r a l / K i r a n a
8 I c e - c r e a m /
I c e - c e n t e r s
7 c o l d d r i n k s
c e n t r e
7 C in e m a H a ll
5 H o t e l
2 s w e e t s h o p
4 R e s t a u r a n t s
3 P a n s h o p
Interpretation: Many types of retailers in the market to sell the Pepsi & Coke products I
have taken that list form company & classified that shops according to company guidelines.
General and Kirana stores is measure thing for company because their share in one - third
So company always try to make good relationship ship with them because 20% sell come
form them.
MARKET SHARE
54
Over all market share of the cold drinks in JODHPUR (MARWAR JN. &
BAR )
S.NO PARTICULAR TOTAL(%)

1. PCI 38
2. CCI 30
3. OTHER LOCAL BRAND 32
4. TOTAL 100
PCI
CCI
OTHERLOCALBRAND
Interpretation: PCI market share is little bit short in comparing to Coke for enlarging more
market share PCI will have to invest more in the market and it advertisement.
55
PERCENTAGE SHARE OF CHILLING EQUIPMENTS:

Percentage Share of VISI Coolers:
Company No. (%)
PCI 26 7.8
CCI 72 21.62
Own 235 70.58
Total 333 100 %
Market Share of Visi Cooler
OWN
%
CI
PI
0.00% 20.00% 40.00% 60.00% 80.00%
Interpretation: From the above diagram, it is clear that 89 % of Visi cooler is of Coca-
Cola while 1.6% is that of Pepsi and own is 9.23 %.
56
PERCENTAGE OF GLOW- SIGN BOARD

Company No. %
PCI 100 58.8%
CCI 70 41.2 %
Total 170 100 %
% of Glow Board
PEPSI
COCACOLA
57
Interpretation: From the above diagram it is clear that 17 % of glow sign board is of Pepsi
while 83 % is that of Coca-Cola.
MARKET SURVEY
RESEARCH METHODOLOGY:
All the findings and conclusion obtained on the survey done in the working area. With the
limit, I tried my best to select the sample representative of the whole group. During my job
training I maintained different routes during my dealer survey. I have collected data from
the Depot of JODHPUR( MARWAR JN. & BAR) under the organization itself.
Data-sources:
 Retailers/Dealers (Cold drinks stalls, Ice stalls, Hotels, Restaurants Sweet shop, Pan
Shop, General Stores, Telephone Booths etc.) Depot internal Company’s Records
etc.
Research – approaches:
 Survey
Research - instrument:
 Interview Schedule
Sampling - plan:
 Sampling unit Distributor Retailer
58
 Sampling size 03 330

Sampling procedure:
Census survey
Contact method
Personal interview
Secondary Data Collection:

The secondary data was collected on the basis of organizational files, official bulletins and
records, official journals, published data in the annual general report and through various
preserved information in the data base at the Pepsi sites e.g. www.pepsico.com,
www.pepsizone.com etc.
Primary Data Collection:

All the dealers/ retailers were personally visited and interviewed. There was a format for
collecting the details of the dealers. The format was filled by taking the information from
the dealer of by monitoring the shops.
DEALER-SURVEY
Dealer-survey, as the word indicates, is the survey of every dealer of soft drinks in the area.
For our practical purpose, the dealer not only includes the authorized dealers, but it also
includes all the retailers-big or small grocery shops, stationery, restaurants, beetles shop
etc., besides these, the various exclusive stalls and sales of pantry cars are also included in
it. In a nutshell, by dealer survey, I mean who is dealing with the soft drink in someway or
the other in large or small quantity directly or indirectly.
Thus, my study includes all such dealers, which includes following aspects:
 No of routes covered by Depot
 Crate strength
59
 Per day sale

 Advertising
 Nature of outlet
Schemes of Pay-off
I had to visit each and every outlet and personally interview them. In order to know the
market share of Pepsi and its competitors, I have conducted a survey at JODHPUR and its
surroundings area. By the help of survey, I can find out the reason behind non-availability
of Pepsi in the specified area.
The knowledge of case-stock indicates our “case-in-trade” and that of competitors. This
will indicate our “case-velocity”, which will help to plan our bottle as whether our
distribution is effective or not. If my case-stock is low then I may decide for a “case
stocking campaign”. Feedback from market place regarding servicing of dealers will help us
to improve our service in the lacked areas.
Therefore, appropriate marketing strategy can be worked out depending upon the findings.
Some more uses of Dealer-Survey:
Depot-effectiveness
The Survey can improve the distribution network in these ways:
 Immediate activation of non-buyers
 Improve the dealer coverage
 Increase the realignment of routes
 Better control through route card
They should visit the counter on the daily basis including the remote places.
 Salesman should visit the counter on likely basis.
Market knowledge:
Dealer-Survey gives the total profit of the market by following:
 Location of dealers
60
 The type of dealer

No of dealers who keep Pepsi, Coca-Cola and comparing the stock,
The marketing inputs with respect to
 Advertising
 VISI Cooler
 Servicing
Training group for future executives:
Good investigators from these surveys can be recruited to take up future jobs. These people
will be ideally suitable, as they would know the market thoroughly.
LIMITATIONS OF THE RESEARCH

It was not possible to thoroughly understand the different marketing aspects of soft drinks
in a span of two months.
The survey was conducted in the peak season when the sale was too high, by this I cannot
get the appropriate result.
Money- as no stipend was given; it was difficult to cover a wide area.
61
All the work was limited in JODHPUR area, so the findings should not be generalized. The
finding of survey will be strictly based on the response of consumers, retailers/dealers, since
it is difficult to ascertain the authenticity of their statement.
CONCLUSION AND SUGGESTIONS

CONCLUSION:
62
(1) The whole analysis shows that are only two companies dominating in the soft drinks
market - Pepsi- Cola & Coca - Cola. There is neck-to-neck competition between
these two companies.
(2) Coke has invested more in the market. Distribution of - VISI Coolers and display of
Glow Signs board is far more than Pepsi. So, more investment is needed to break the
brand establishment of Thums Up and Sprite.
(3) In all the areas in JODHPUR, almost all the retailers are not satisfied with the
distribution network of the Pepsi products.
(4) Most of the retailers want glow signboard chilling equipments, which they are
asking from long time.
(5) In Cola segment, Thums-up and in lime segment, Sprite is the main competitor of
Pepsi.
(6) Most of the consumers don’t like the taste of Pepsi due to its sweetness and low fizz.
(7) All the products of Pepsi like 7 up & Slice are not provided when the retailers
demand it.
SUGGESTIONS:
(1) Pepsi should come out with an advertisement, which can block the customers’ mind
and can change the customer’s perception about the product.
(2) Pepsi is sweet and low fizz soft drink that everybody knows, so lots of people do not
like, therefore to catch the customers, Pepsi should come with more fizz like
Thums-up.
(3) Executives should take the feedback from the service of the salesman and the
distributors.
63
(4) Salesman should have better interaction with the retailers which results in by
company from time to time.
(5) The criteria to provide Glow Signboard, Flax board, VISI Cooler, and OYC
should be changed and a separate department should handle this.
(6) All the Pepsi products should be provided at required level to snatch the
competitor’s market e.g. 7 up for Sprite, Mirinda for Fanta and Slice for Mazza
which is dominating the market at present.
GLOSSARY OF THE TERMS
FOBO - Franchise Owned Bottling Operation.
COBO - Company Owned Bottling Operation.
FMCG - Fast Moving Consumer Goods.
MNCs - Multinational Companies
GOD - Glass on deposit
RBG - Return on bottle glass.
PBG - Pepsi Bottling Group
64
BIBLIOGRAPHY
BIBLIOGRAPHY:
 Mr. Sandeep Goutam (TDM)
 Mr. Sandeep Sharma (ADC)
 Mr. Arvind Pande (CE)
 Mr. Sajjan singh rajpurohit (ME)
 Marketing management (Phillip Kotler)
 Research Methodology (C.R. Kothari)
 Research Methodology (A.K. Singh)
WEBSITES:
 www.pepsico.com
65
 www.pepsizone.com
 www.cocacola.com
 www.amul.com
 www.parle.com
 www.notjustsurveys.com
QUESTIONNAIRE
Name of the outlet: ...........................................................................................
Address: ....................................................................................
1. Q. Which brand of soft drinks you deal in?
(a) Pepsi-Cola (b) Coca-Cola
(c) Both (d) Other
2. Q. Which brand of cola provides you better facility?
66
(c) Both
3. Q. How many crates of Pepsi-Cola & Coca-Cola you sell/day?
(a) 0-1 crates (b) 1-2 crates
(c) 2-3 crates (d) 3 & above
4. Q. Which company’s signage you have in your outlet?
(a) Pepsi (b) Coca-Cola
(c) Both (d) No signage
5. Q. Which type of Signage in your outlet?
(a) Flex-Board (b) Dealer Board
(c) Glow Sign Board (d) Both
6. Q. Which company’s Visi - cooler you have in your outlet?
(c) Both (d) Own
7. Q. In your opinion which medium is more effective for the sales advertisement?
(a) Television (b) Magazines/Newspapers
67
(c) Display (d) Wall paintings/Hoardings
8. Q. Do you think aggressive advertising further help you it increase the sales
volume of Cola?
(a) Yes (b) No
9. Q. What kind of promotional activities do you like most?
(a) Free bottle scheme (b) Prize
(c) Discount Crates (d) Other
10. Q. Would you like any change in distribution channel & any suggestion for
betterment of Pepsi?
.......................................................................................................
Thankin
g you
68

Varun Beverages Ltd Marketing Strategy Analysis

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VARUN BEVEREGES Ltd.

Marketing is about winning this new environment. It is about understanding what

Executive training was undertaken on the following objectives:

 To know the effects of anti-cola advertisement on sale of Pepsi.

 To find out the exclusive outlets of Pepsi & its competitors.

 To find out the various competitors of Pepsi & their strategy.

 To find out promotional activities of Pepsi & its competitors.

 To understand the acceptance of Pepsi as compared to coke

 To identify the organizational features of Pepsi.

IMPORTACE OF THE STUDY

RESEARCH AND OBJECTIVES

 To study the marketing and promotional activities at various retail outlets.

 To study the percentage share of Pepsi‘s cooling equipments.

 To know the market share of Pepsi products.

OTHER SCOPE OF THIS TOPIC MAY BE AS FOLLOW:

• Comparison of Pepsi products with its competitors.

• Identification of market potential.

• Evaluating customers need with company products.

• Collecting suggestions for product improvement etc.

• Evaluating awareness about Pepsi Company.

CHARECTERISTICS OF THE SOFT DRINKS

• Heavy expenses on advertisement and promotions

• More attention to retailer .several schemes and other facilities provided to

• New flavor are introduced from time to time

• Highly competitive market with only two equally strong players

METHODOLOGY OF THE RESEARCH

• Defining the problem and the research objectives.

• Developing the research plan.

LIMITATION OF THE STUDY

• This study analysis is opinion of retailers only.

• There are chances of sampling error.

• Chances of biased data collections to respondents.

Building for the future

The Pepsi Bottling Group is a fast-paced, customer-focused company, with an

PBG’s AND PEPSICO

PBG become an independent, publicity-traded company in March 1999. PepsiCo retains an

PepsiCo world headquarters is located in purchase, New York, approximately 45 minutes

MISSION AND VISION OF PEPSICO

This philosophy is expressed in our sustainability vision which states; “PepsiCo’s

History of Soft drinks in India

The extraordinary success of soft drinks can be attributed to the following

 Absence of contemporary competitive brand.

 Euphoric image build up in the western countries

 proceeded the entry into Indian market, and

Operation in 1977 rather than bowing to Indian government insisting on:-

• Dilution of equity, as the government felt that list of foreign currency

• Manufacturing of the top secret concentrate in India

• Disclosure of the chemical composition of the essence

Pepsi-Cola Company was founded by CALEB D BRADHAM in 1890 at North Carolina

THE INDIAN EXPERIENCE

Some special features in Indian scenario

PepsiCo Franchisees are amongst the best in the Pepsi world.

VARUN BE VERAGE PVT. LTD.

Company land area : 17 acres

Location and authority : BORANADA Industrial Area, JODHPUR

Name of Director/Occupier : Mr. RAVI JAIPURIA

Name of CEO : Mr. CRIS WHITE

Name of HR manager : Mr. S.K CHANDANA

Capacity : 600 bottles per minute

Nature of product : Soft drinks, Pepsi, Mirinda,

Soda, Slice, Aquafina

No. of employees : 200 +150 (max) Seasonal