Beruflich Dokumente
Kultur Dokumente
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PROJECT REPORT
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TABLE OF CONTENTS
ACKNOWLEDGEMENT
EXECUTIVE SUMMARY
1) COMPANY PROFILE
2) INTRODUCTION OF PROJECT
A. RESEARCH OBJECTIVE
3) RESEARCH METHODOLOGY
5) LIMITATIONS
6) RECOMMENDATIONS
7) CONCLUSIONS
8) ANNEXURE
9) QUESTIONNAIRE
10) BIBLIOGRAPHY
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ACKNOWLEDGEMENT
…………..
Mr. Vikas Gautam (Sr. Customer Executive) and Mr. Pankaj Sharma
(Customer Executive) ……………..
NAME…………….
T.Y.BMS.
EXECUTIVE - SUMMARY
This project was undertaken during the summer Training. A great deal of
effort has been put in preparing the questionnaire, in order to understand the market
better {Mumbai}.
Objectives: -
Extent to which merchandising assets are being used by the retailers in
promoting the brands.
Market demand of Mirinda-L vis-à-vis Limca, Mountain dew, Sprite and 7up
Market comparison of all the available brands of the soft drinks in the market.
Brands availability of Coca-cola and its brands vis-à-vis Pepsi and its brands.
While entering each shop it was taken care that the display
materials are properly ranked according to there visibility and incase of confusion,
opinion of the consumers were taken. Those shops with GSB’s were visited during the
~6~
evening in order to see there visibility. In these cases some glaring facts were found.
(Areas which were looking like monopoly markets of Coca-Cola because of its Red-
color during the day had altogether a different look in the evening. They turned into
Pepsi monopoly during the evening because of the GSB's. Researcher have also tried
to find out what are the difficulties retailers are facing on using these brands up to 100%
of their strength.
For this study, retailers were asked that how many bottles they are
having in their fridge and how many of them are of the brand whose fridge they are
having and about the capacity of their fridge. In spite of these findings Researcher have
worked on some other things like retailers expectations from the company. He tried to
find out how the company can increase the sales. In the answer to this some funny
recommendations came up (some consumers recommended that Pepsi should change
the percentage of the sweetening content of its cola drinks).
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ABOUT US:
It can be said with absolute certainty that the RKJ Group has
carved out a special niche for itself. Our services touch different aspects of
commercial and civilian domains like those of Bottling, Food Chain and
Education. Headed by Mr. R. K. Jaipuria, the group as on today can lay claim to
expertise and leadership in the fields of education, food and beverages.
The business of the company was started in 1991 with a tie-up with Pepsi Foods
Limited to manufacture and market Pepsi brand of beverages in geographically
pre-defined territories in which brand and technical support was provided by the
Principals viz., Pepsi Foods Limited. The manufacturing
facilities were restricted at Agra Plant only.
Our Success
Our People
BUSINESS SEGMENTS
FOOD.
The last decade has been a period of dynamic growth for non-
alcoholic drinks and has witnessed completely new segment of
the food market in India taking shape. To capitalize on the RKJ
group’s significantly important relationship with Pepsi Foods, it
decided to venture into Foods sector, which is second largest
business for Pepsi all over the world. Fast food is the most happening things
across the world. The group became the first franchisee for Yum Restaurants
International [formerly PepsiCo Restaurants (India) Private Limited] in India. It
has exclusive franchise rights for Northern & Eastern India. Out of 56 operational
Pizza Hut restaurants in the country 27 restaurants are owned and run by its
company. These restaurants are located at Defence Colony, Alaknanda, Vikas
Puri, Green Park, Karol Bagh, New Friends Colony, Connaught Place, Basant
Lok, Greater Kailash, Jaipur (2), Agra, Noida (2), Faridabad (2), Chandigarh (2),
Ludhiana, Jallandhar, Amritsar, Gurgaon (3), Kushambi(Ghaziabd) and Kolkatta
(2).
All these restaurants are making good profits & are dominating the market.
The name of business entity is varun International Private Limited.
The group has its presence in the Ice Cream segment since 1991,
when it started manufacturing and marketing Ice Cream under the
brand name of “Gaylord” in the state of U.P. During 1996 it sold
its brand to Brooke Bond and started supplying Ice Cream to
Hindustan as their Ice Cream sourcing plant. After working for
10 years in this field, during launched its own brand in technical and marketing
collaboration with Candia of France
~ 13 ~
EDUCATION
1. The group caters to the ice creams demand for the state
of U.P… The group owns state-of- art facilities to manufacture Ice Cream at
Agra. Recently Group has also signed a franchise agreement with Tricon
Restaurants’ (India) Pvt. Ltd., to start a chain of restaurants in northern India
under the name of PIZZA HUT by opening 15 restaurants. The first four of its
Restaurants are already operational at
(i) Ganpati Plaza, M.I. Road Jaipur, Rajasthan (ii) Defence Colony, New Delhi (iii)
Handicraft, Nagar Faterhabad Road, Agra and (iv) Connaught Place, New Delhi
and are making profits. One other Restaurant at Sector-18 Noida (U.P.) will also
be shortly opened for public.
COMPANY PROFILE
OF PEPSICO. INC.
Pepsi-Cola North America also makes and markets ready-to-drink iced teas and
coffees, respectively, via joint ventures with Lipton and Starbucks.
Environmental Commitment
CORPORATE OVERVIEW:
Pepsico. Inc. is among the most successful consumer products company in the
world, with 1999 revenues of over $20 billion and 1,16,000 employees. The
company consists of: Frito-Lay Company, the largest manufacturer and
distributor of snack chips; Pepsi-Cola Company, the second largest soft drink
business and Tropicana Products, the largest marketer and producer of branded
juice. Pepsico. brands are among the best known and most respected in the
world and are available in about 190 countries and territories.
Some of Pepsico.'s brand names are 100 years old, but the
corporation is relatively young. Pepsico. Inc. was founded in 1965 through the
merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998.
PEPSICO. HEADQUARTERS:
BEVERAGES
Pepsi-Cola Company:_-
Pepsico. Products:
PepsiCo. Has hundreds of brands. These are some of the best known.
Pepsi-Cola Brands
Pepsi-Cola
Diet Pepsi
Mirinda
Mountain Dew
Aquafina Water
7 Up (outside USA)
Slice
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The glass will not crack this summer. Crates will not melt either,
as coke and Pepsi vow to keep them chilled and moving all the time. There’s
frenzied excitement at Pepsi. This year, believe analyst, will be different. After all,
soft drinks have hit the magical price point of Rs 5. And the two cola majors see
hords of sticky consumer looming large. The agenda before the two cola giants is
to expand the market, rather than indulge in a muddy street fight.
For years, soft drink rivals have been gnawing at each other, sneering at each
other’s claim and counter claim, comparing market shares, finding flaws in the
methodologies of retail audits – and making a noise about them, whenever they
are favorable. In this age old rivalry there was little for consumers to cheer about.
Coke and Pepsi want to use their new pricing to drive growth,
slurping up new consumers and penetrating deeper into the existing market. The
winner will clearly be the one that gain initial advantage in the race and make no
mistake, the gain could well decide the fate of the brand over the long term, but
the two rivals believe that the fight over the new consumer base may turn out
fiercer.
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Current situation is that the soft drinks have hit the magical price
of Rs. 5; agenda is to expand the market penetration deeper into the existing
one.
KEY POINTS
1) Investment
Rs 1000 crore for Rs 400 crore for capacity
capacity expansion and expansion and
infrastructure. infrastructure.
Advertising
Thanda Matlab Coca
Cola Yeh Dil Maange More
Paach matlab Chota -By Sachin Teldulkar as a
Coke Brand AMBAssador
Jo chaho ho jaaye coca
cola enjoy
AMBAssador
Brand Range
Coca-Cola Pepsi
Thums-up Mirinda
Limca 7-up
New Launch
Mountain Dew
COMPANY PROFILE: -
VISION OF THE COMPANY
Satisfying the end consumer, and provide value to each penny he is spending in
buying cold drink.
PEPSICO AT A GLANCE
Many of PepsiCo's brand names are over 100-years-old, but the corporation is
relatively young. PepsiCo was founded in 1965 through the merger of
Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged
with The Quaker Oats Company, including Gatorade, in 2001.
SHAREHOLDERS
PepsiCo (symbol: PEP) shares are traded principally on the New York Stock
Exchange in the United States. The company is also listed on the Amsterdam,
Chicago, Swiss and Tokyo stock exchanges. PepsiCo has consistently paid cash
dividends since the corporation was founded.
CORPORATE CITIZENSHIP
PepsiCo believes that as a corporate citizen, it has a responsibility to contribute
to the quality of life in our communities. This philosophy is put into action through
support of social agencies, projects and programs. The scope of this support is
extensive – ranging from sponsorship of local programs and support of employee
volunteer activities, to contributions of time, talent and funds to programs of
national impact. Each division is responsible for its own giving program.
Corporate giving is focused on giving where PepsiCo employees volunteer.
PEPSICO HEADQUARTERS
PepsiCo World Headquarters is located in Purchase, New York, approximately
45 minutes from New York City. Edward Durrell Stone, one of America’s
foremost architects, designed the seven building headquarters complex. 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.
Masters such as Auguste Rodin, Henri Laurens, Henry Moore, Alexander Calder,
Alberto Giacometti, Arnaldo Pomodoro and Claes Oldenberg focus the collection
of works on major twentieth century art, and features works. The gardens were
originally designed by the world famous garden planner, Russell Page, and have
been extended by François Goffinet. The grounds are open to the public, and a
visitor's booth is in operation during the spring and summer.
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GLOBAL PARTNERS
Frito-Lay North America and Frito-Lay International
PepsiCo's snack food operations had their start in 1932
when two separate events took place. In San Antonio, Texas, Elmer Doolin
bought the recipe for an unknown food product – a corn chip – and started an
entirely new industry. The product was Fritos brand corn chips, and his firm
became the Frito Company.
Often Frito-Lay products are known by local names. These names include
Matutano in Spain, Sabritas and Gamesa in Mexico, Elma Chips in Brazil,
Walkers in the United Kingdom and others. The company markets Frito-Lay
brands on a global level, and introduces unique products for local tastes.
Major Frito-Lay products include Ruffles, Lay's and Doritos brands snack chips.
Other major brands include Cheetos cheese flavored snacks, Tostitos tortilla
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chips, Santitas tortilla chips, Rold Gold pretzels and SunChips multigrain snacks.
Frito-Lay also sells a variety of snack dips and cookies, nuts and crackers.
acquired by the Quaker Oats Company in 1983 and became a part of PepsiCo
with the merger in 2001.
PepsiCo merged with The Quaker Oats Company in 2001. Its products still have
the eminence of wholesome, good-for-you food, as envisioned by the company
over a century ago.
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CAREER OPPORTUNITIES AT
PEPSICO. WORLDWIDE HEADQUARTERS:
Our continued growth has created outstanding career opportunities for talented
professionals in a variety of specialized fields at our corporate world
headquarters, located in NEW YORK. We are always looking for good people in
the areas of:
• Information Technology
• Treasury
• Tax
• Human Resources
• Law
• Accounting
• Public Affairs
SWOT ANALYSIS
STRENGTHS:
• Company belongs to the FMCG sector so the demand will never die.
• In the rural areas and outskirts of the city where there is maximum
population is illiterate, Pepsi is having an edge. (As compared to Coca-
Cola, pronouncing Pepsi is lot more easy reason for more demand of the
Pepsi and its brands.)
• More popularity among the kids and female youth. (Because of the
sweetened taste Pepsi and its other brands attracts the kids and female
more. Mirinda is found more popular among kids.).
WEAKNESS:
• Coca-Cola’s red color has more visibility than Pepsi’s blue color. (Because
of the bright color of Coca-Cola it is more visible even from the distance
as compared to Pepsi)
• Low plant capacity because of which company is not able to meet its
demand during the peak season (Varun Beverages India Ltd., Pepsi’s
Greater Noida plant has one continuous assembly line for preparing tetra
and four continuous assembly lines’ which are filling around 15,000
bottle/day, which is insufficient to complete the demand during the peak
seasons.).
• Lesser plant utilization during the off-peak seasons (During the winter
season as the demand is very low, plant and resource utilization goes
down.)
OPPORTUNITIES:
• Demand is more than the production. (Because of the heat the demand of
the soft drink raised drastically which is the good opportunity for the
company a the rival brands are also finding it difficult to complete the
demand. Therefore Pepsico.. has to increase the production.)
~ 37 ~
• Kids demand for the Mirinda more as compared to any other orange flavor
soft drink brand.
• With the launch of slice tetra Pepsico. has entered in to one more segment o soft
drink beverages, which was more or less captured by the “Frooti” till now.
THREATS:-
• Not able to meet the market demand during the peak season. (As the
plant capacity is very low the company is not able to meet the existing
demand during the peak seasons).
MARKETING STRATEGIES
1) Pepsi sales club:
This club is for the retailers. In this approach retailers are given some points
once in a month depending upon how they are using the display material
provided by the company to them. This material consists of Fridges, DPS
Boards, Glow Sign Boards, Display Bottles (500ml. 1lt. 2lt, Commodity
Packs, Stands, Posters etc. Depending upon these points retailers are
rewarded by certain gifts from the company.
The retailers are participating in these schemes curiously. But few of the retailers
found furious and angry because they had lost the points because of
miscommunication or lack of guidance. Therefore they need some kind of
guidance from the company. It would be a better idea that our salesman who
are distributing the beverages to the retailers can be equipped by the
appropriate training so that they can guide the retailers about how to use
their display material to 100% of their strength and able to tell about the new
schemes convincingly.
2) Schemes:
Pepsi Beverages India comes out with the schemes on their different products
many times in a year. Most of these schemes are made to benefit the retailers.
Some of the schemes are as follows:
• 4 tetra packets of tetra slice mango free with one tetra 24 pieces of slice
mango.
3) Advertising:
Through the consumers survey it has been proved that the T.V. commercials and
sinages affect the consumer buying behaviour by approximately 70%. May be
only Pepsico. is investing huge finances in the T.V. commercials and other
sinages, big names of Indian film industries and sports hero’s are being
proposed to become the brand promoters and brand ambassadors. Sachin
Tendulkar, Amitabh Bachhan, Karina Kapoor and more are being offered huge
amount for carrying out the promotions. Pepsi’s T.V. advertisement in which
Sachin Tendulkar whistles at the end has maximum recall value. Other than this
world cup 2003 advertisement campaign that comprises of Sachin Tendulkar,
Shane Warne and Carl Hooper, advertisement campaign which comprises of
Amitabh Bachhan, Karina Kapoor and Adnan Sami and latest advertisements of
Pepsi and Mountain Dew (Do the Dew) are very famous. Few of the areas
through which advertising is being done are as follows:
• Television commercials
• Posters
• DPS boards
• Date calendars
• Space clube
~ 40 ~
5) Merchandising assets:
Pepsi Co. also try to promote their brands by providing their
retailers and dealers some display items. Some of such items are as follows:
1. Fridges
3. Display bottles
4. Posters
Pepsi Co. provide the above things to the retailers to use them in promoting
companies brands and products, and provide refrigerators to the retailers in the
hope that these retailers only use these assets in promoting the Pepsi’s products
and they will chill the Pepsi’s products so that its products will always be
available to the end consumers. But it is not true in most of the cases. Retailers
usually use the merchandising asset of one company in such a way that it
benefits another company. Sometime they do it unknowingly, sometimes they do
it knowingly and sometimes because of the deficiencies of the company itself.
These deficiencies are as follows: -
INTRODUCTION
Every year with the start of summers in India the real race to quench the thirst of
the consumers begins in the soft drink beverages industry. Every year millions
participate in it, either in the hot sun or sitting at home watching their, sipping the
soft drink and watching the newly launched advertisements.
During New Year the two of the largest soft drink giants in India Pepsi and Coca-
Cola start experiments with products, packages, flavors and prices in an effort to
boost their market share. For this the biggies make huge investments in terms of
advertising, setting up new and more productive and modernized plants,
improving the distribution network to get better reach to the end consumer.
One of the areas where these companies are making huge investments is
merchandising. This is the area where companies try to get the maximum display
in the consumer’s eyes at the retailers shop through refrigerators, glow
signboards, DPS boards, stands, posters, display bottles etc. But the question
arises that whether these retailers are making the proper use of
these materials, which the company is providing them. Are they using these
materials to their optimum level in promoting the product of the company that has
provided them the merchandising material? Are the companies getting the
optimum results of the investments they are making in this area?
~ 43 ~
Researcher have tried to find out answers to the above questions in his research
work, which researcher has conducted during his summer training during the
partial fulfillment of his MBA programme. The objective of report is as follows: -
~ 44 ~
RESEARCH OBJECTIVE
• To find out to which extent merchandising assets are being used by the
retailers in promoting the products of the Pepsi.
• To find out market demand of Pepsi vis-à-vis Coca Cola and Thums up.
• To find out market comparison of all the available brands of the soft drinks
in the market.
• Brands availability of Coca-cola and its brands vis-à-vis Pepsi and its
brands.
~ 45 ~
RESEARCH METHODOLOGY
Researcher began his survey with route riding, i.e. travelling along with the sales
persons on his daily trip to service the retailers. Researcher asked the retailers
about their uses of Pepsi merchandises and try to Asses the market share the
Pepsi’s different brands. This is very important point as it gave me an inside view
of the whole setup and further on during the planning of any of the promotions.
Researcher was aware of the limitations and strengths of the environment he
would be working in. The various methods and principles adopted are listed
below:
• Research Plan:
• Research Approach:
(1) Survey – Researcher contacted the retailers in the market place to gather
the relevant information.
• Research instrument:
• Sampling Plan
• Contact Method
FIGURE 1
PBI
11%
Coca-Cola
14% PBI
Coca-Cola
Both
Both
5%
None
None
70%
Out of the sample size which has been covered only 11 % of the shops
had Pepsi’s GSB’s vis a vis to 14 % of Coca-Cola’s GSB’s.
14 % of the sample size had the GSB’s of both the major players of the
soft drink industry.
70% of the sample size didn’t have any of the GSB’s displayed.
~ 48 ~
FIGURE 2
14% 13%
72% of the shops having Pepsi GSB’s got the 1st rank according to their
visibility status on the other hand only 14% of the retailers got the rank 2nd
and 3rd each. This shows that retailers who got the GSB as display
material from the company are using them satisfyingly.
49% of the shops having Coca-Cola GSB’s got the rank 1st according to
their visibility status on the other hand 38% of the retailers got the rank 2nd
and only 13% of the retailers got the rank 3rd. This shows that in
comparison to Coca-Cola, Pepsico.’s GSB are being used in more proper
way.
~ 49 ~
FIGURE 3
PBI
27%
PBI
Coca-Cola
Coca-Cola Both
None
8% None
62%
Both
3%
Out of the sample size which has been covered 27 % of the shops had
Pepsi’s DPS Boards vis -a -vis to 8 % of Coca-Cola’s DPS’s.
3 % of the sample size had the DPS Boards of both the major players of
the soft drink industry.
62% of the sample size didn’t have any of the DPS Boards displayed.
~ 50 ~
FIGURE 4
0% 12%
18%
18%
Rank 1 Rank 1
Rank 2 Rank 2
Rank 3 Rank 3
70%
82%
82% of the shops having Pepsico. DPS Boards got the rank 1st according
to their visibility status on the other hand 18% of the retailers got the
ranks 2nd and nobody got the 3rd. This shows that retailers who got the
DPS Boards as display material from the company are using them
satisfyingly.
70% of the shops having Coca-Cola DPS Boards got the rank 1st
according to their visibility status on the other hand 18% of the retailers
got the rank 2nd and only 12% of the retailers got the rank 3rd. This shows
that in comparison to Coca-Cola, Pepsico.’s DPS Boards are being used
in far more satisfyingly.
~ 51 ~
FIGURE 5
32
Own %
PBI
27%
PBI
Coca-Cola
Both
Both Own
11% Coca-Cola
30%
Out of the sample size, which has been covered 32 % of the shops, had
Pepsi’s refrigerator vis a vis to 30 % of Coca-Cola’s refrigerator. This
shows that percentage distribution of the refrigerator is almost equal for
both the companies.
11 % of the sample size had the refrigerator of both the major players of
the soft drink industry.
27% of the sample size didn’t have any of the company’s refrigerators;
they are using their own refrigerators for the chilling purpose.
~ 52 ~
FIGURE 6
8% 0%
33%
24%
Rank 1 Rank 1
Rank 2 Rank 2
Rank 3 Rank 3
68% 67%
68% of the shops having Pepsico. refrigerators got the rank 1st according
to their visibility status on the other hand only 24% of the retailers got the
ranks 2nd and 8% of the retailers got the rank 3rd. This shows that retailers
who got the refrigerators as display material from the company are not using
them satisfyingly.
Only 33% of the shops having Coca-Cola refrigerators got the rank 1st
according to their visibility status on the other hand 67% of the retailers
got the rank 2nd and none of the retailers got the rank 3rd. This shows that
in comparison to Coca-Cola, Pepsico.’s refrigerators are being used in far
more proper way.
~ 53 ~
FIGURE 7
P B I, 4260
4500
4000 Coc a-Cola, 3368
3500
3000
PBI
2500
Coc a-Cola
2000
1500
1000
500
0
PBI Coc a-Cola
~ 54 ~
FIGURE8
Coca-Cola
44% PBI
PBI Coca-Cola
56%
the Pepsico.’s refrigerators 44% of the Coca-Cola bottles were found. This
shows that Pepsico.’s refrigerators are not being used to optimum by the
retailers in promoting Pepsico.’s products.
~ 55 ~
FIGURE 9
Shortage
Shortage
13%
Other
Problem of the Problem of the Empty
36%
Empty bottle bottle
17% Irregularity of the Salesman
Other
Irregularity of the
Salesman
34%
~ 56 ~
FIGURE 10
Others
11% Low Demand
Low Demand
promises from 34% Smaller Fridge
Unfulfilled
the Company
Representatives Unfulfilled promises from the
22% Company Representatives
Smaller Fridge Others
33%
refrigerators.
Out of the 36% other major reasons low demand (33%) and
lesser capacity refrigerators (34%) got the maximum share.
Despite of all the above there are even major number of
FIGURE 11
100
90
80
70
60
50
40
30
20
10
0
0.5 to 2 3 to 5 6 to 10 More Than 10
~ 58 ~
FIGURE 12
6 to 10 3 to 5
28% 46%
FIGURE 13
70
60
50
40
30
20
10
0
Schemes Gift Sharing / Draft Other
~ 60 ~
FIGURE 14
Gift
40%
Sharing / Draft
21%
Other
Schemes 6%
33%
The sample size gives us the brief idea about the pattern of
distribution of merchandising assets by the companies. Most of the
retailers (around 73%) are getting the display material through different
schemes or as the gifts.
~ 61 ~
FIGURE 15
2lt
200ml
26%
30% 2lt
1lt
500ml
1lt 300ml
7% 200ml
300ml 500ml
23% 14%
The sample size shows that there is huge demand of 2lt pack (26%) and
200ml bottles (30%).
300ml bottles with 23% shares the 3rd position and 500ml. Shares the 4th
position of the demand total demand with the market demand of 14%
~ 62 ~
FIGURE 16
500
400
Pepsi
300
Coca-Cola
200
Thums-up
100
S1
0
Pepsi Coca-Cola Thums-up
~ 63 ~
FIGURE 17
Thums-up
24%
Pepsi
39% Pepsi
Coca-Cola
Thums-up
Coca-Cola
37%
Sample size shows the comparison between the market demands of each
of cola drink.
Pepsi is on the top, shares the demand of 39% from the market.
Coca-Cola seconds with the shares of the demand of 39% from the
market beating Thums up with the remaining 24%
~ 64 ~
FIGURE 18
290
280
270 Fanta, 285
260 Mirinda-O, 260
250 S1
240
Mirinda-O Fanta
~ 65 ~
FIGURE 19
Mirinda-O
48%
60%
Fanta
52%
40%
Sample size shows the comparison between the market demands of each
of Orange drink.
Mirinda and Fanta are almost head to head with 48% and 52% market
demand. Though Fanta is having 4% more share than Mirinda Orange.
~ 66 ~
FIGURE 20
Sprite 7 Up
5% Mirinda-L
9%
27%
Mountain Dew
28%
Limca
31%
~ 67 ~
FIGURE 21
1000
800
Limca, 865
600 Mountain Dew,
Mirinda-L, 735
400 770 Sprite, 235
200 7 Up, 123
S1
0
Mirinda-L Limca Mountain Sprite 7 Up
Dew
Sample size shows the comparison between the market demands of each
of Lemon drinks available in the market
Limca in the lemon flavour with the market demand share of 31% is
beating all the giants.
Pepsi’s two products Mirinda Lemon and Mountain Dew together with the
market demand share of 55% are competing with the Limca.
The new entrant to the market, Mountain Dew is gaining the market share
more dynamically than its competitor brands.
Sprite and 7 up are lacking behind with just the share of 14%.
~ 68 ~
FIGURE 22
300
295 300
290 290
S1
285
Slice Mazza
~ 69 ~
FIGURE 23
Mazza, 290
Slice, 300
Sample size shows the comparison between the market demands of each
of Mango drinks available in the market
Slice and Mazza is almost head to head with 52% and 48% market
demand. Though Slice is having 4% more share than Mazza.
~ 70 ~
LIMITATION
Despite the possible efforts in conducting the research, there were
some unavoidable situations, which limited the scope of the project.
Considering the population, the sample taken for present study seems
small and hence further investigation may be required.
Time available for research was very short so certain aspects have
been overlooked.
RECOMMENDATIONS
5. Company professions must not make the false promises about the
merchandising assets with the retailers. These retailers must get
the proper information and guidance about the company policies on
the merchandising assets. So that there must be no frustration
generated.
~ 72 ~
6. Though the GSB’s and DPS Boards are being used by the retailers
satisfyingly but still there is need of the guidance for the retailers.
12. Company professionals should visit the field more regularly and
~ 73 ~
13. A proper trust and relationship building process is required with the
retailers, which need to be worked on.
14. Above figures shows the market demand comparison between the
different products of all the flavors available in the market. Which
show that we can gain market share through Pepsi. Mirinda- (O)
and Mountain Dew. So we should concentrate more in completing
the market demand of these products.
15. Above figures shows the market demand comparison between the
different packs available in the market. Which show that we can
gain market share through concentrating more on 2Lt. and 200ml.
pickings. So we should concentrate more in completing the market
demand of these packing
16. Other products and packing like Mirinda-L and 7 Up and 300 ml.
Whose demand is going down require proper attention and
strategy.
~ 74 ~
CONCLUSION
After conducting the research, Researcher found that there are two categories of
retailers. The first one is of those retailers, which just want to increase their
assets, for them the sale doesn’t matter according to them they can only
increase the sale if the company will invest in them or in their shops. These types
of retailers will only work for the company, which invest in them hugely. And if at
any moment they found company has lost or lowered their interest in them they
will again shift to other major player. Other kinds of retailers are those who are
more bothered about working hard and build their reputation in the market.
These types of retailers are using the merchandising assets to their optimum
level. And sometimes if they are unable to do so it’s because of the irregularity of
the salesman (when the salesman on the route gets changed) or because of the
shortage of the different products/packing.
these retailers must not do the false promises. Due to this retailers loose their
confidence in the company.
There is also the need of the transparent schemes and marketing mix that the
retailers can understand more properly.
QUESTIONNAIRE
ADDRESS
__________________________________________________________
1 OUT OF COCA-COLA AND PEPSI BEVERAGES INDIA LIMITED WHOSE GSB DO YOU HAVE?
1 2 3
2 OUT OF COCA-COLA AND PEPSI BEVERAGES INDIA LIMITED WHOSE DPS BOARD DO YOU
HAVE?
1 2 3
3 OUT OF COCA-COLA AND PEPSI BEVERAGES INDIA LIMITED WHOSE REFRIGERATOR DO YOU
HAVE?
1 2 3
5 WHAT ARE THE REASONS THAT YOU ARE NOT USING THE REFRIGERATOR / ICE BOX TO ITS FULL
STRENGTH?
B. ( ) MIRINDA-O ( ) FANTA
( ) 7-UP
D. ( ) SLICE ( ) MAAZA
~ 78 ~
BIBLIOGRAPHY
Name of the books used for the reference and their authors.
Websites Referred
http://www.pepsico.com
http://www.google.com
http://www.rkg.com
http://pepsizone.yahoo.com
~ 79 ~
MAGAZINES
4 PS
Time Education Magazine
Times of India
PRICE LIST
• 200 ML Rate-146/caret
• 300 ML Rate-192/caret
• 600 ML Rate-444/caret
• 2000 ML Rate-369/pet
EDS FORMAT
Status SIGNAGE
S Outlet Addres Contact Chan Glass VISI OYC ICE BOX
PBI/ Wall Paint DPS GSB
.No. Name s Person nel
CCX PBI CCX PBI CCX OWN PBI CCX PBI CCX PBI CCX PBI CCX PBI CCX