SUBMITTED TO : __________________

PROJECT: PERPOSAL RESEARCH

TITLE: PAKISTAB BEVERAGES LTD PEPSI COLA
D-113 S.I.T.E KARACHI
: FROM
MOHAMMAD KASHIF

MBA EVEVING

SPRING 2009

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 ACKNOWLEDGMENT

First I thank my teachers for their continuous support in the MBA programme. He

taught me how to ask questions and express my ideas. He showed me different ways

to approach a research problem and the need to be persistent to accomplish any goal.

A special thanks goes to SIR TARIQ HASSAN who is most responsible for helping

me complete the writing of this dissertation as well as the challenging research project

Without his encouragement and constant guidance I could not have finished this

project. He was always there to meet and to ask me good questions to help me think

through my problems.

I would like to thank the rest of people they help out me during this project.

Last, but not least, I thank my family my parents for giving me life in the first place,

for educating me for unconditional support and encouragement to pursue my interests.

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TABLE OF CONTENT
TABLE OF CONTENT

S.NO TOPIC PAGE NO

1 PROJECT TITLE 1
2 ACKNOWLEDGMENT 2
3 TABLE OF CONTENT 3
4 EXECUTIVE SUMMARY 4
5 INTRODUCTION OF ORGANIZATION 5
6 INGREDIANTS
7 MISSION STATEMENT, VISION STATEMENT 6
8 MANAGEMENT LEVEL PLANNING 6

9 FINDINGS & OVER ALL MAREKET SHARE 7

10 MARKET DESCRIPTION,COMPETITIVE REVIEW 8
11 DISTRIBUTION 9
12 ASSESTENT OF DISTRIBUTOR CAPABILITY 9
13 PEPSI CARRER &MARKEWT RESEARCH 9
14 FACTORS IN FLUCING CONSUMER CHOICE 9
15 BUDGETING AND CONTROLLING 9
16 (APPENDIX & BIBLIOGRAPHY (SWOT ANALYSIS 10
17 COMPARAPSION B/W INDUSTRIAL GROWTH 11
18 MARKET SHARE OF PRODUCT 11
19 ,PRODUCT LIFE CYCLE, POSITIONING 11
20 PRICING STRATEGY 11
21 BRANDING, PACKAGING: PRODUCT STRATEGY, 11
22 CONCLUSION 12

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 EXECUTIVE SUMMARY

The history of Pepsi cola starts from a drug store of North carolena.The owner of
that store was Doke Breadhim made drink which was name Breadhim drink by
customers.In 1903 Breadhim got registered that drink with the name of Pepsi
Cola. In 1909 above to 50 bottlers in 24 American states got the sales license of
Pepsi Cola. In 1933 Pepsi Cola introduced a new bottle of 12 ounces.
in 1950 the Pepsi Cola made a change in the formula of Pepsi Cola and decrease
the sweetness and calories of the drink.
M/s PAKISTAN BEVERAGES LIMITED was established on 14th August 1950.
It was first Pakistani company to start the manufacture of local registered and
formulated soft drink brand PAKOLA.
In 1958 the shape of the bottle was changed & new attractive bottle was
named MIRINDA and TEEM. 2 new flavors were also introduced.
Today Pepsi Cola Is available to more than 1 billion People in 153 countries of
World.
In 1979 Pepsi Cola International offered the Pepsi franchise to Pakistan
Beverages Limited within five years of acquiring the Pepsi franchise Pakistan
Beverages limited succeeded in becoming the leader in soft drink in Karachi
And later in Hyderabad.
Pakistan Beverages Limited today is one of the most well equipped and well
managed Pepsi cola bottling plant in its network of 10 plants in Pakistan.
Under the dynamic leadership of its CEO/MD Mr. Yasin H. Kassam who is
assisted by his younger brother Mr .Siraj Kassam Teli and his son Mr.Zaid Yasin
together with a team of experienced and loyal professionals, the company has
made remarkable progress in every sphere of beverage business that is sale, back up
service to the market , consumer, quality control. Innovation expansion such as
addition of state of art canning plant , beside the existing bottling plant , building
up of strong customer/ consumer and company relationship etc.

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 Pakistan Beverages Limited has received in the past Quality award as well as award
of achieving of sales target given by Pepsi cola international New York.
Today it has four bottling lines and one canning line producing 330 ml cans in
various brand flavours.

It has also been certified for ISO 9001/2000 & HACCP.

Pakistan Beverages Limited started bottle drinking water under brand AQUAFINA
Which produced in Karachi. Through its subsidiary company M/s Yasir Fruit Juice
Ltd it manufacturing juice under the brand name of Tropicana.

Pakistan Beverages Limited acquired a DAIRY plant which is known as Pakola

Products Limited on super high way. This plant is producing plain milk and
flavoured milkin many flavours.
The plant also producing two international brand juices that is Mango Twister,
Apple Leech

INTRODUCTION OF ORGANIZATION
Type Cola
Manufacturer Pakistan Beverages Limited
Country Of Origin United state
Introduced In 1950 (Pakola brand)
1979 (Pepsi)
Related Products Pepsi, Miranda, 7up, Mountain Dew, Pepsi Max, 7up Free,
Tropicana Juice, Pakola Milk & Aquafina mineral water

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INGREDIANTS:
Amount per 100 ml
Energy 100.5 kj
Fat 00 g
Sodium 0.98 mg
Carbohydrates 11.47 gm
Sugar 11.04 gm
Protein 00 gm
Caffeine 10 gm

MISSION STATEMENT
To be the world premier consumer products company focused on convenient foods &
Beverages. We seek to produce healthy financial rewards to investors as we provide
opportunities for growth & enrichment to our employees, our business partners and
the communities in which we operate and in every thing we do, we strive for honesty,
.fairness & integrity

VISION STATMENT
To provide consumer their favorite soft drinks in best quality and flavor
• MANAGEMENT LEVEL PLANNING:
Company involves every level of management in planning, analyzing different
.situations .The planning of the company reflecting of the weltine

PLANNING APPROACHES :
Both centralized and decentralized approaches of planning are used analyzing
different situation
STEPS OF PLANNING
.Company follows three steps of planning
Settling goals 1
develop action plan 2
performances Review 3

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performances Appraisal 4
ATTRACTING THE WORK FORCE:
Pepsi provide a good environment to the workers. We firstly preferred the needs of •
.workers. The workers are given both monitory and non monetary
MONITORY REWARD:
The cash incentives give to workers are as under •
.Salaries
,Bonus at the end of year or on special event like eiddy •
• The workers are also give cash rewards if they achieve more of target.
Workers who have their remaining holydays are given cash incentives in the •
.compensation
:NON MONITORY REWARD
The employees are also given benefits other than cash incentives
.Free medical facilities are provided •
On special events company give free bottles to all the employees •

:Motivation
It is an important factor in any company. Company motivate our workers by fulfill *
.their basic needs
.give attractive salary to our workers *
.Those workers who perform efficiency are given to rewards *
.The environment of the company also motivates workers *
.The workers are also given promotion according to their performance *
In our company every worker is satisfied with his job and he is motivated because*
.the company policies we have high level motivation in the job design
FINDINGS:
OVER ALL MAREKET SHARE:
Pepsi 43.9% Coca cola 30.9%
Diet Pepsi 5.9% Diet coke 8.5%
Mountain dew 6.3% Sprite 6.2%
Miranda 2.8% Fanta 1.0%

MARKET DESCRIPTION:

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Pepsi has become has the largest selling soft drink in the world and it is liked by
people of all ages belonging to different fields of life belonging to different cast ,
religions.
COMPETITIVE REVIEW:
The competitors to the products of the company mainly lie in the non alcoholic
beverages industry consisting of juices & soft drinks. The key competitors of the
company ae as follows

Coca Cola challenge to keep up with archival; the Pepsi

company never ends for the world's # 2 carbonated soft drink.
Pepsi co & coca cola hold together, a market share of 95% out of which 60.8% is held
by coca cola and the rest belongs to Pepsi.

Nestle does not give that tough a competition to Pepsi as it

mainly deals with milk products, baby foods and chocolates but the iced tea that is
Nestea which has been introduced into the market and it one o the closest substitute
to the colas as it as a thirst quench and it is healthier as compare to fizz drink.

Red Bull in Pakistan -is one of the most trusted brands as it has
introduced energy drink these product give a strong competition to Maaza.
DISTRIBUTION:
Distribution channels focus on making the products available in the adequate
quantities at place s where customers are normally expected to shop for them to
satisfy their needs.
Depending on the nature of the product markting management decide to put into place
an exclusive, selective or intensive network of distribution, while selecting the
appropriate dealers or wholesaler.

DIRECT DISTRIBUTION:

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 • Delivery of post mix and handling of key accounts are different whole
seller, restaurant, and hotel like pizza hut, KFE, metro, which serve as places
for key sale.
• Export parties
IN DIRECT DISTRIBUTION :
• Through base market distributor
• Through out station distributor.
ASSESTENT OF DISTRIBUTOR CAPABILITY:
• Applicant must have 20 to 25 vehicles depending on the area.
• Applicant must have 20,000 of empty bottles cases.
• Applicant must deposit Rs. 1,000,000 as a security.
PEPSI CARRER:
Pepsi sales are next to double in the summer months and to it early fall. this increase
teamed with the heat of summer can wear a drive down.
How ewer after being on the route for a summary you learn to take care of your self.
MARKEWT RESEARCH:
Pepsi through market research has addressed all three types of research to define the
problem raised by shareholders and gathered information to serve their needs.
FACTORS IN FLUCING CONSUMER CHOICE:
Factors that influence consumer choice such as physiological factors, socio culture
factors, economic factors and government factors now Pepsi try to satisfy the
consumers against these factors by introducing diet Pepsi, diet 7up and different
packing size for low budget people.
BUDGETING AND CONTROLLING:
Monitoring and controlling allows the business to check for variance in the budget
and actual. This is important because it allow Pepsi to take the necessary actions to
meet the marketing objectives. There are three tools Pepsi is used to monitor the
marketing plan these are following.
1: SALES ANALYSIS: it breaks down total business sales by market segment to
identify strength and week ness in the different areas of sales. Sellers of Pepsi
products vary from major retail super market to small corner stores. This gives the
products maximum exposure to the consumer at their convenience.
2: MARKET SHARE ANALYSIS:

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Pepsi looks to increase its market share by over 60% with the changes.
Pepsi is currently undergoing, the aim to regain an iron fist control of the market
The target market are various age groups and life style from high school students too
universities, and male or female.
3: MARKETING PROFITABILITY ANALYSIS:
There are three ratios to monitor marketing profitability
• Market research to sales,
• Advertising to sales
• Sales representatives to sale.
APPENDIX & BIBLIOGRAPHY (SWOT ANALYSIS)
• STRENGTH:
Pepsi has been a complex part of world culture for a very long time.
The products image is loaded with over romanticizing, and this is an image
many people have taken deeply.
The Pepsi image displayed on T shirts, hats, etc.additionaly,
Pepsi's bottling system is one of their greatest Strength.
• WEAKNESS:
Pepsi has side effect on the teeth which as an issue for health care.
It also has got sugar by which continuous drinking of Pepsi may cause health
problem.
Being addicted to Pepsi also is a health problem, because drinking of Pepsi
daily has an effect on your body after few years.
OPPORTUNITIES:
Brand recognition is the significant factor effecting Pepsi competitive position.
Pepsi's brand name is well known throughout 94% of the world today.
Packaging changes have also effected sales and industry positioning , but in
the system also allows the company to take advantage of infinite growth
opportunities around the country.
THREATS: The threat of new viable competitors in the carbonated soft drink
industry is not very sustainable.
The threat of substitute however is a very real threat.

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 Consumer buying power also represent a key threat in the industry
furthermore consumer can easily switch of to other beverages with little cost
or consequence.
COMPARAPSION B/W INDUSTRIAL GROWTH & MARKET SHARE OF
PRODUCTS:
Stars Cash Cows Question Marks Dogs
Pepsi Miranda Aquafina
Mountain Dew Tropicana Tropicana twister
Team
juice

PRODUCT LIFE CYCLE:

The standard product life cycle tends to have five phases:
1-Development 2-Introduction,
3-Growth, 4-Maturity, 5- Decline,
Pepsi is currently in Maturity Stage, which is evidenced primarily by the fact that
they have a large, loyal group of stable customer.

POSITIONING:
Pepsi has been positioned based on the process of positioning by direct
comparison and have positioned their products to benefit their target market.

BRANDING:
Pepsi utilized the individual brand strategy as Pepsi major products are given their
own brands names for examples Miranda, 7up, Pepsi etc although they may be
presented as different lines they operate under the name of Pepsi.

PACKAGING:
Pepsi has benefited from packaging the product with incentives and endorsement
on the labeling as a promotional strategy to increase its volume of ales and
revenue.
PRODUCT STRATEGY:
Core benefit: A drink for refreshment without alcohol
Brand name; Pepsi
Quality level: Excellent

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 Design and packaging: Regular 250 ml, Disposable 500ml, Can 330 ml, Regular
1 liter, Dispersible 1500 ml, and jumbo 2.5 liter
Feature: black color.
PRICING STRATEGY:
The company has offered Pepsi in different quantities and prices in our market its
market oriented statement is DARE FOR MORE
QUANTITY PRICES
Regular 250 ml 15Rs
Disposable 300ml 20Rs
Can 330 ml 25Rs
Disposable 500ml 25Rs
Regular 1 liter 30Rs
Disposible 1500 ml 65Rs
jumbo 2.5 lite7 75Rs
CONCLUSION:
• Pepsi is top of the list beverage market.
• Pepsi has acquired 70%in sales as compare to other competitors.
• Pepsi is ISO 9001:2000 & also HACCP certified company.
• Pepsi is one of the franchises & last year Pepsi get award brand of the
year
• They provide healthy financial rewards to investors as they provide
• Opportunities for growth and enrichment to their employees, their
business Partners and communities in which operate.
• Pepsi give attractive offers to customer and give first priority to
customer and their workers are satisfied with the policies and benefits of the
company
• Quality of Pepsi is one of the best drinks in all over the world

• Its distribution network is very good they distribute their products in all
over the world, even in ever city of Pakistan Pepsi is available.

• Pepsi is available one billion people in 153 countries that’s y every one
says

DIL HY TO MANGO AUR

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