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SUBMITTED BY
MR. SUMITRO PATNAYAK MANISH RANJAN
ADC, Varun Beverage 
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DECLARATION

I here by declare that summer training report entitled ccc

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original and authentic record of my own work carried out for the c 2c
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Finally, in the best of my knowledge, it has not published earlier where or

presented to any institution/university for an end of any degree.

MANISH RANJAN
MBA (3rd Sem)
Roll No. 7002220084c

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ACKNOWLEDEMENT
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PREFACE

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CERTIFICATE
DECLARATION
ACKNOWLEDGE
PREFACE
cEXECUTIVE SUMMARY 6
cCOMPANY PROFILE 9
cPRODUCTS PROFILE 16
cCREDENTIALS 40
cOBJECTIVES 43
cRESEARCH METHODOLOGY 48
cFINDINGS & OBSERVATIONS 79
cANALYSIS 84
cRECOMMANDATIONS 91
cLIMITATIONS 97
cMAIN KEY POINTS 99
cCONCLUSIONS 102
c§UESTIONNAIRE 105
cBIBLIOGRAPHY 109
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)(*,'c2 * c2cc!Lc

wc
&$'"ccccc/c c

0c 'cccccccccccccccc1cc&"cc#(c

c c
c

Research
Methodolog
y

c c
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THE MARKET RESEARCH PROCESS

& c c (*c 2c ,c c ,c  c c * c

 c cc,! c**cc! c* c c

& c*c cc)ccc ccc , ccc2c

,-c c c !c  c c c  c 03#c !*'c

2 * cc,-ccc!*'c)!cc*!c

The five phases into which the project was divided wereLc

(c


*

(c


!,*

-(c

-.
!,*

(c

%$$

*

$#$

(c

***
 

/



& cc*c2cccc1*,c

* c-c

c*cc c!-cc c**c) c*c)-c

c =c
c

c 03#c *c c 5 c  c !c c  c

!cc& c!,-c2c*!*cc c)cc$%c

!*c*cc, !cc c*cc c2cc

!, cc* !c c, !cc c,c

c  c !c & c c * *c c c )c

-* -c'c -7cccccc* c

ccc cc*c

& c ),c * c 2c c c  c *c )-c

 c  c c  c c  c c  c *6c

c2 c* c)(*,cc*c cc cc$%cc

 c 
&;+

c c 3!c *c c *c

2c cccc cc c)!c c2c,-c

* c  c *!c  -c c c ,c - -c 2c  c

!*c c  c ,c !-c  c 2 c c  c c c

 c!*c, ) -c2 * c2 c)c*!c c

c 9c
c

c  c  c c ),c ,c )c *!c  c

2 c c),'c) 'cc cc2 * c ,c

)c*!cc5*cc cc c 2cc

c 9>c
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A. ROUTE RIDING :

& c ,c%!-ccc)cc**'c cc1c

%!-c c c c  c c *,c 2c c c c c

!*'c! -'c)!'c'c*!cc c

 c  c c  c ,-c *c , c c c )!c

2c& cc cc2 -cccccc)cVeryc

Fast Moving Consumer Goods´.cc

1!c c  c ),c c c c )*c ,-c  c c

!-cc -7c ccc c!*cc ccc

, c c c  c c 1c 3-c c $%'c !c c

)*c  c c c c c c -c c  c *,c c )c

!c)cc-c* cc2c2cc5*c

c 9c
c

1!c  c ,-c  c -c 2c 2c @!c c 5*c

!c
'c c)(*,cc2 * c2Lc

½c c (c c '"*c c ,c c c c c $#c

&c

½c c c c c c ,'c &c c #c c

#c#c&cc(ccc(cc

2c,c

½c c (,c c #c ("c &c c (c $c

c&'(c#,c&c''c.c$cc&c,c

,c c c ,c c c c 'c &c #c

$c(''"c
cc
½c c 'c c c c #c c $(c

"c

c 9c
c

!c
c c )* -c **-c c Hc  c

2 c  c !c c c !c  c 2-c  -c *!*c

* c *,c  c c  c * c ,c ,c  c

c c  c -c c -c ,c )*c c  c c & c

!c

c  c 2c c  c  c 2-c -c c 2 * c 2c c

*,c2-cc!c

c & c
!c
c c c *!* c  c )*!c  c *! c

 c2 c c cc c c2 c c*!c*c

)c ,-c * -c !c  ! c  c *c 2 * c c

cc c , cc*ccc c!-c

& c
!c 'c  c c Hc 2c * c c c  c

c )-c Lc c  c 'c **c )-c  c

!c
ccccc



< c & c

<c 2c ,c  c !c  c c  c

*! c c  c !*'c  ,'c c @!c  c 2 c  c

) c c& c,c cc*,c cc!cc c

c

c 9c
c

c c c  c * c c  c c * 'c 2 * c 2c c

*c!cc c!-c& cc2c,c2*cc

 *ccc2c c2cc*  cc ccc* ,c

 cc c

<c2c2c2 cc* c*,c

c c5cc -c c3*c3 ccc cc ccc2 c

* 'c*!cc c*,c

c 99c
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& c!c2c *cc c)cc,! ccc

 c c c  c !*c c c *! c c & c

<c )c

) c c  c **  c c  c  c c c  c

!cc2c,c*,cc* ,c ccc -c

 'c c

<c c c c) -cc,c c ,cc

*ccc c2 c cc -cc c!*c

c c ,) -c c c c !*c c )c c

 c2 cVISI purity´c

& c

<c c  c ) -c c c !c '"c

$%c  c 3!c 2 c c !*c 5*c  c c $%c

2! c)c, ) cc cccc* -cc3*c

3 c & c  -c  c *!c (-c * c )c c

cc#(+c#+c3 %c4&5+c'"c$+c'c

$+c''c+c$+cccc#c

c 9:c
c

& c

<c cc* ,c c ccc!c c

 -c  c *c 2 c  c **c 3!c $5*!,c

 c 2 c  c !c  c c ) c  c c c c

 c2 c c cc cc c!c

& c c *,c c  c

<c 2c * c )-c  c

3!c $5*!,'c 2 c  c c  c

<c c * ,c

 c c c 2c c * c c  c  c *c c  c

cc
c3!c$5*!,c cccc

<c!c

c c 2c ) c c  c *c c 2 c ;c 2c

 c **c 2 c  c  c *,c c c !c c

 c c  *-c c c  c *c c ! -c c

! c*cc*c

c 9c
c

?cc
* cc2c@!cc!-cc -7c

 c*,cc c

<cc)c c2 c cc?c c

)c ,c c
 -c  c )-c  c 13c c 2 * c 2c

2c @!cc *c  c ),c c  c  c ! c cc

*! c!c

ccccc& c),'c2 * c2c@!cc)c*c'c2Lccc

½c c6("c&cc#'c cc#,c&c ''c $c c

&'c'$'ccc('c'ccc('c'c

½c 6(c $(c c &#c &c c 'c c c &c

'c &c

c (#+c #+c #(+c #$c &&+c

cc$&c&c'c#c

c 9c
c

½c 6(c $(c c &#c $"c c #(c $(c

,cc#.cc(#c'$'"c&c''c&'c#,c

c ('c &'c ##c c c &c #(+c

c$''c

½c 6(c $(c c $c c #c &c %c c

###c c c #%c ('c c #c

#'cc%+c#"cc(#+c&c"c

½c 6(c$(cc&#c&c(c$cc&'c

#,c c #(%c c c c $c c &'c

c'cc(#cc'c$(c(c#cc

#cc#c'c'(c

½c c $(c c c '+c c &c c &&#c &+c

c&cc&&#c&c'c'cc

#c ',+c '"c $+c 'c +c +c ''c

c 9=c
c

+c+c $+c #,+c '+c #(+c 3 %+c

c'c#c&ccccc$c'"'"c

$"cc#(c

& ccc* *c2c@!cc)c cc c

c
 -c c*cc c5c cccc

 c 13c  c 2 c  c c c c c  c

!cc

c :c
c

B. RETAIL MAPPING OF MATHURALc

c & c
 ccc c ccc c(*cc c

c *!* c c c *c *c c  c

 *c c  c )!c 2c , ,c ,-c

,c c **!c c *c  c !c c c 2c

!c c  c !c c  c !c c *c c

c  c c 
&;+

c & c 2c !'c 5 c 2c

c @!c  c *c c )c !c 2 c *c c

!c 2 * c cc)c,c)-c c

* ccc c

)c c  c !,-c *!*c c  c c c *c c

 cc

c & c  c c c c )c *!*c c  c )c c  c

 c &*c  c 

& 'c 2 * c c )c , c )-c  c

c1, c3cc3!c$5*!,cc

c :>c
c

 c 
&;+

c !c 2 * c *c  c  c ! 'c  c

'c'cc*cc,ccc, c)c

c cc*c cc$%cc
&;+

cc cc)c

*cc c(*cc***cc c*c *c

Objectives of Retail Mapping:

½c c c -
c &c c c

c

c7,cc
c&
c
/(

½c c&c'%c&#c

½c c&cc''c&c'c(c6(c&c

#c,cc&c

c

½c ''#c &c 6(c &c &c ,c c

#c &c c #c &c .c (c c

(c &c c (c c .c ,c c ''c c

.'cc,c

c :c
c

½c '&#c &c ''c 'c ('c c -
c c &c

$c #c *+c à
&

0$!&


&
!"c 

!"c (c c +c



à$(c

& c !c c  c * c c  c

 c c c

!ccc-c& cc!,-c2c!cc*c)-c

 c 3!c $5*!,c c 1 -c c c c )c c c

c c c c  -c  c 2 c  c c c

),c& c1c cc)c* ccc-*cc

ccccc'c2 * c2c! c,2c

)-c cc1, c3c

& c
 cc*c*cc* !cc2c

! 'c2 * c ,c)ccc2 -c'cc c!*c

, ) -c c  c  c ! c & c (c  !c 2c c

c :c
c

c  c c c c c

c c 7,c

c
cc

& c *
c c c  c !c c 2 * c  c  c

c c c 2 !c !* c c c ,c *!!c c

c  c !*c & c c c c c c c c

c*c2 c c , ccc* cc c c

)c !c & c c c c  c c  c

c )*!c c  c ! !c c c  c c c **c c

 -c c !c  c c c *c ! -c c  c !*c c

c  c c %c  c 
&;+

c c 5 -c Dc

c cc*c)ccc)cccc cc* !c

 c 2 6, c c c shopping malls, movie theatres'c

convenios, hotels, restaurants and bars etcc 0c  c c

'c c 
c  -c c c c  c *c c  c

!*c c  *c  c  c , !c %c c c  c c c

!c**cc c*-c

c :c
c

/c  c *-c  c /,
c c c  c c c

!'c2 * cc** -c 2cc cc c'cc! cc

* ,cc@!c,cc!c& ccc

 ccc !*!cc c) c& c!cc ccc

**cc c*-cc ccc,-c 2c!cc-c

cc c(ccc c5*cc c -c c3*c

3 c c  c c / c c *! c )c c )!c

2'c @!c , ) -c c  c !*c c  c ! 'c

@!c  c !c c c !'c

!, ccc cc cc*c

& c2cc cc)ccc c*!cc c

c*c cc)c*c ! c c

 cc

c c*-c cc)c,c2 c c*cc!cc

c c!cc c)cc ccc c*c

*c c  c !*c c  c c & c , ,c  c

c :9c
c

,c c -c c ,-c ,c *c c

 c cc0c c!c c* *cc c

! c c ,c *c 2c ,-c *!* c  c 2 c  c  c

c c ),c *!c c & c ,c c c

* *c ,c)c*!cc!c

´c ON ROUTE :

%ccc c c! 'c2 * cc*,c)-c c

!c

c c ,c  -c c  c c * c & c

! cc,c -cc*, -c, ,cc c cc c

)cc ,c*cc$%c

c ::c
c

´c NON EXISTENCE:

%ccc c! c2 * c2c* c c!*cccc

c c c c 5*'c 'c  -c ,c ,c  c

)!c*,-cc ,c* c

´c /c/&$&%
4Lc

%ccc c! 'c2 * ccc5*c)!c ,c,-c

2c cccc cccc -ccc

* c c!*cccc

c*! cc cc)ccc*ccc c

! 'c c  -c 2! c !c c )c  c c c !!c %c

2c  c  c c c c c (*c c ,c  c

c  c ! c c !c  c * c c

$%c

c :c
c

´c POTENTIAL OUTLETS :

ccccc%c c c  c ! 'c 2 * c ,c  c  c c  c

* cc$%cc ,c c@!c,c

*) cc*c)c c) cc/c!* cc

$%c)-c c*!c& c2c*cc*cc c

 c ! 'c 2 * c 2c  -c * c

$%'c c  'c 2 * c c 'c  c 2 c ),c

!*c & c ) c c c  -c *!c

2c ,-c c c  c ! c c 2c ,c * c

c& c c! c cc)c! c* c

c2c cc) 2Lc

c :c
c

×c REACHABLE POTENTIAL OUTLETS :

%c c c  c  c ! c 2 * c c * ) c

'c c!*c*c)cc, ) c2 c c$%c

,c & c * ) -c *c c c )c c c

*5cc c**) -cc c,cc c! c

×c NON REACHABLE POTENTIAL OUTLETS :

%c c c  c  c ! c 2 * c c c

**) c )-c  c $%c ,c & c ! c c c )c

*c)*!c c c, !c*c)c*cc

 c ! c c c  ,c  c c )!c

c  c *,c ,c c )c , !c c

2c!c

c :=c
 c

C.c CORPORATE MAPPINGcLc


&;+

c )c c  -c ! c *-c c !c

 cc c cc$%cc*cc c**c c

*'c *c c *c c  c * c c 2c )c

2c,-cc& c*cc

 cc2c 2c)-c

 c 3c 'c 2 * c *c c *c c  c

7c c c  c c c $%c c  c c

c c  c  c)c c c )c !c c !c  c 6

 c c c  c *c c ) c c c  c

*cc c, !c

c c
c

THE OBJECTIVES OF CORPORATE MAPPING WERE:

´c #c c *c c c (c #c c

#&cccc,c&c

c

´c cc$c&#c&c

cc 8ccc

#cccc&c

´c ccc(#c&#cc&#c'c

c c .#c &c c #(c c #c

#'(c

c9c6(c

´c c c c (#c '$'"c c c &c c

(#c 4&&#5c c c *c c ''c c c

c (#c c c (c #(c c '"+c

'+c+c+ccc##ccc

#(c+ccc&&#'cc,cc$c

c >c
c

´c c (c &&#c ('"c c #c "c #'c c

#c&c

´c c c c 'c (c $c c $"c

#c 'c&ccc,cc'#cc,c

cc#cc #c 'c#(cc#c

cc&$'c(cc

& c 3c c 2c  c ! -c c

c  c (*c c )c  c  c *c c $%c c


&;+

cc*!c cc cccc*c

& c -ccc2c*cc cc,c)-c

 c*-c**c)-c c cccc),c

c c c  c *c c !c  c 2 c  c  c

 ,c c)!c c7c& cc2c*!c

c -7c*! -c)-c c13cc

c c
c

& c*cc cc)c,cc* c*cc c

c !c  c c  c !*c & c *c *-c c  c

3cccc* cc*c& cc

c),c ,c)c*!cc c*ccc

c
c
c

c c
c

c
D. ANALYSIS OF FINDINGS AND
OBSERVATIONS:
c
c & c c )(*,c c  c *-c c c *c  c )c

*ccc cc-cc cc c

c c ,2c c c )c c c **!c  c 2 c  c c

,c)-c c*-cccc*cc

 -c c  c *c c c  c c c c

7cc-*cccc*cc *c c

*! ccc cc

c & cc cc)c*cc cc c2 c

 c  ,c c cc  c )(*,c c  c * c c

c -cc cc cc)cccc cc

c !) c c c  c c *c *c )c

2c # -c  c c c c )c c c

*c c  c  c c c ),c c c )c

c c
c

, !ccc ccc cc)ccccc c

!c c c c !c **c  c 2 c  c ! c

 c

c
c c -c ccc ,c)c!c

c  c 3$<c c  -c )-c  c c c 2c ! c  -7c

c, !c)-c ccc)c -c2cc* c-cc c

 -c c & c 3$<c ! c 2c  c c c

c  c *c *-'c c 13c c ! c ,2c c

*c

c 9c
c

E. SEGREGATION OF MATHURA FOR

SAP AND WAP :

c
c *!c  c  c  c (c )(*,c c  c

 c

c c 
&;+

c 2c c c  c c c $%c

c  c c
c c c  c ?c
c c

& cc ,c)c*!c!c c

 cc

;c& c1cc*c* *c)-c c!,-c cc)c -7c

c c c c -*c c c c c 2c ! c

*c

c & c c c  c
!c
c c  c !,-c *!*c

!c  c
 c c c  c 3c c 2c

*)c cc -7c cc* cc cc'c

 c c 

 c
:c c -c 9 9c

c :c
c

9c 
'c 2 * c ,c  c c *!c c  c *! c

cc $%c c 
&;+

c & c c c c 2c c

 c)cc c
 c&*c cc c c! -c

cc),c2c*cc* cc*!cc

* c c!ccc2ccccccc

c & c c 2c  -7c  ! -c )-c  c 3!c

$5*!,cccc2c  cc ccc c!c

c ccc!,) c*cc c2ccc

2c c ,c  c  c c  c !c & c *!c

*c c  c ! c ,c c  c  *c c

5c c  c !c c  c , c c  c !c

@!cc cc& c*cc3*c3 c2c c

,2c ! ! -c c c *,c !-c 2c c c

c c*cc2 cc c!-c& ccc

!c 2c *c 2 c  c c  c c -c c c 2 c

c c
c

*c2c* c2 * c c,ccc)cc* c

cccc?c
c

c -cc


ccc3 cc cc

c c c c )c ,-c -*c c !c & c 3!c

$5*!,c c c ! c -c c -c c c  c 2c

*!*c c

<c c  c c 2 c  -c 2c c c

,c ccc c*cc


c3$c2cc)c

2cc 
*c

c & cc 2cc)c)cc c!cc c

) c c ** -c c  c c ,c 'c

 cc,cc2cc)c! c

c c
c

Findings
&
Observatio
n

c =c
c

FINDINGS & OBSERVATION

c c
c & c c c * c  c c  c (*c c c )c

! c )-c  c 'c 'c *c c !c c

*c c c ),c c !c  c ) -c c

*cc)ccc c)cc c

 cc!-c

c  c 31
c & c c c *c c * c  c c  c

(*c cc)c cccc c ,*cc!c

cccccc* cc*c

Some of the important observations have been listed below:

´c &c ,c $(%c $c c c c $"c $c

'"'"c c c '$'"c &c c c $+c c c c

'#+c c c c c c c ,"c &c c #(c c

&c,c$(c

c c
c

´c c c c c &"c $c c +c


c c .'"c ;/<c ,c c c c &c

,c ,c c -
c c c &c c $c ',c

ccc(c9cc&c$c

cc&c

c 'ccc&cc #c 'c

cc#'c&'c#,c+c ,cc(c(c

´c c c $(c "c &c


c c c $c c c

c c("cc-
ccc=ccc

&c

c c #c c c $(c ,c

('c&'"c#cc,cc&c

c

´c c 'c '"c c "c ##'c 'c c c #c c

c 'c '(c &c c (#c c c c c $c ,c

&c c c c #c c ,c c $"c &&c

$c #+c #(+c '"c 'c (#c c 3 %+c

c >c
c

#,+c#(+c+c''ccc$c(c&c

(#c&c'&c#c&c'"c

´c c.#c&c($)'cc(c#,cc'cc

=cc&c$'+cc"ccccc#cc

c '"c 'c c #c &c c c

'+c#ccc&ccc&cc&#c&c

'ccc

´c c #(c c #c $c


c c 8c c

'cc c c c #'cc c #c c#cc

$(c c c &c c #c c c &c c =c

#c c &c c #c #'c c c

#+c#cc'"c'c

´c c c =c (c c c ('"c &c


c &c c

$'c 'c c 9'c c

(=$c c c #"c

c c
c

'#c c 'c ('c c (#c c #(c

cc'c#c#'c&c

c

´c c##'c(ccc#c&c('#c(#c

&c

ccc,cc'c&cc('cc$c

(ccc#"c&c#ccc('cc

´c c c &c


c c c #c c c (c c c

,cc #c 'ccc$c#ccc#.cc

&ccc#c$cccc(#cc&c


cc #c 'cc

c c
c

Analysis

c c
c

MARKET STATUS OF PEPSI PRODUCT

c
c
c

› ›
c›


  c

 
›'
$
 c

"
$ "c
#
!$




"c
%
c &

!
c

c 9c
c

PREFERENCE OF SOFT DRINKS IN

§UANTITY

c -


^^ c c c
* +, ^



) c

^ c
(

c
c

c :c
c

c
c

&%/c/0c3/+&%/c/0c/0&c1
%Bc
cccccccccccccccccccccc$
c>c3/+$
c

à
c c c
.
/    c c c
.
à

 
0

0 à

c c
c

The other Statistics and finding have been presented in the

form of various charts on the coming pages:

c
1$
1c/0c/0&c1
%Bc
c
c
c


Ñ


 



c c
c

c
CONSUMTION OF PEPSI BRAND
c
c
c

› ›


 

›

  › ›
   


   ›




c
c
c

c =c
c

c
c
RATIO OF PEPSI AND
COCK IN MATHURA
c
c


 

› ›

› ›

 
  
 

c =c
c

c
c

Recommendation
s

c =>c
c

RECOMMENDATIONS
c

c & c (*c
 c c 2c **c  -c 2 c

,c  c 7c 2 c  c  c *-c c

@!cc c ccc$%cc
&;+

cc c

c c c *c  c c c c  -7c c

!7cc !cc** cc(c!'c2 * c ,c

)c c c **!c c 5,c  -'c @!c

!c c )c !c 2c c  c )c c  c *!c c

*cc

´c & c  ! c )c !-c 'c * 'c c *!'c

2 * c c c c  c  c c  ! c )c )c c c

**c c !* c c  c , !'c c ,c

*cc)cc c c

´c c
*,c c !)c  c c !c *c  ! c )c

* c c * *c c c c !c c *c c

c =c
c

)!c c * c c *,c c  c  c c

,c*cc  cc! cc

´c $,-c) cc ! c)ccc c*cc c

 'c c  -c c  c c c ! c c  c

 c c !c c 2c ,c

*c c  c *-c c *5c c )c  c  c

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Limitations

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LIMITATIONS

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Main
Key Points

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MAIN KEY POINTS

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Conclusion

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§uestionnair
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§UESTIONNAIRE

Name : ____________________________________

Address : ____________________________________
____________________________________

Contact No. : ____________________________________

§.1. Arec-!c2ccc !c  c* cP

a. -cccc b. 

§.2. 1c-!c,c c ,-cc ?

a. A b. c
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c 200 ML 300ML
c c c
STOCK PCI CCX PCY CCX
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c c
c 600 MLc 2 LIT
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STOCK c c
PET c c c c
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c >c
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Bibliograph
y

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c
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BIBLIOGRAPHY

Marketing Management c c ?c)-c  cB  c

c
Principles of Marketing c c c ?c)-c3c c#! c
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Research Methodology c c ?c)-c3c
cB  c
c
Magazines:
c
lc
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c
lc !c%c
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lc !c&-c
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lc !c? c
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2222 *c
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222**c
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222 *c
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