Documente Academic
Documente Profesional
Documente Cultură
PEPSICO
A PROJECT REPORT
SUBMITTED TOWARDS THE PARTIAL FULFILLMENT OF
REQUIREMENTS OF THE TWO YEARS FULL TIME POST
GRADUATION DIPLOMA IN MANAGEMENT
SUBMITTED BY:
1
DECLARATION
I hereby declare that the project report entitled “ANALYSIS OF MARKET SHARE
diploma degree.
The project report is my bonafide report. The results embodied in this project report have
not been submitted partially to any other university or college for the award of any
diploma degree.
2
ACKNOWLEDGEMENT
Prof. MURLI MOHAN my project guide who has rendered his valuable counsel and
guidance in completing this project. I would also like to thank all my faculty members
Lastly, I put forth my due thanks to my parents, friends and all well wishers for their full
fledged and tremendous support in completing this project work successfully and to all
CONTENTS
3
PARTICULARS
PAGE NO.
1. Introduction to Organisation.………….……………………01-11
3. Research Design………………………………………………16-20
Swot Analysis…………………………………………..63-67
6. Conclusion………………………………………….. ………...73-74
7. Executive Summary……………….…………………………..75-78
8. Bibliography…………………………………………………... 79.
4
CHAPTER:-01
INTRODUCTION TO
ORGANISATION
5
Pepsi is a soft drink produced and manufactured by PepsiCo. It is sold in many places
such as retail stores, restaurants, schools, cinemas and from vending machines. The drink
was first made in the 1880s by pharmacist Caleb Bradham in New Bern, North Carolina.
The brand was trademarked on June 16, 1903. There have been many Pepsi variants
In October 2008, Pepsi announced they would be redesigning its logo and re-branding
many of its products by early 2009. Countries such as Australia and Indontinue to use the
PepsiCo entered India in 1989 and has grown to become one of the country’s leading
food and beverage companies. One of the largest multinational investors in the country,
PepsiCo has established a business which aims to serve the long term dynamic needs of
consumers in India.
PepsiCo India and its partners have invested more than U.S.$1 billion since the company
was established in the country. PepsiCo provides direct and indirect employment to
PepsiCo nourishes consumers with a range of products from treats to healthy eats, that
deliver joy as well as nutrition and always, good taste. PepsiCo India’s expansive
portfolio includes iconic refreshment beverages Pepsi, 7 UP, Mirinda and Mountain
Dew,
6
in addition to low calorie options such as Diet Pepsi, hydrating and nutritional beverages
such as Aquafina drinking water, isotonic sports drinks - Gatorade, Tropicana100% fruit
juices, and juice based drinks – Tropicana Nectars, Tropicana Twister and Slice. Local
brands – Lehar Evervess Soda, Dukes Lemonade and Mangola add to the diverse range
of brands.
PepsiCo’s foods company, Frito-Lay, is the leader in the branded salty snack market and
all Frito Lay products are free of trans-fat and MSG. It manufactures Lay’s Potato Chips,
Cheetos extruded snacks, Uncle Chipps and traditional snacks under the Kurkure and
Lehar brands. The company’s high fibre breakfast cereal, Quaker Oats, and low fat and
roasted snack options enhance the healthful choices available to consumers. Frito Lay’s
core products, Lay’s, Kurkure, Uncle Chipps and Cheetos are cooked in Rice Bran Oil to
significantly reduce saturated fats and all of its products contain voluntary nutritional
The group has built an expansive beverage and foods business. To support its operations,
PepsiCo has 43 bottling plants in India, of which 15 are company owned and 28 are
franchisee owned. In addition to this, PepsiCo’s Frito Lay foods division has 3 state-of-
tomorrow better than today. PepsiCo’s commitment to living by this vision every day is
7
MISSION STATEMENT:
"To be the world's premier consumer products company focused on convenience foods
opportunities for growth and enrichment to our employees, our business partners and the
VISION:
Our vision is put into action through programs and a focus on environmental
8
PepsiCo values reflect its aspirations - the kind of company they want Pepsico to be.
Sustained Growth is fundamental to motivating and measuring our success. Our quest
for sustained growth stimulates innovation, places a value on results, and helps us
understand whether today's actions will contribute to our future. It is about growth of
people and company performance. It prioritizes making a difference and getting things
done.
Empowered People means we have the freedom to act and think in ways that we feel
will get the job done, while being consistent with the processes that ensure proper
Responsibility and Trust form the foundation for healthy growth. It's about earning the
responsibility means we take personal and corporate ownership for all we do, to be good
stewards of the resources entrusted to us. We build trust between ourselves and others by
9
PRODUCTS
• Yedigun
Pepsi Mountain Dew
• Shani
Cherry Voltage
• Pepsi ONE
10
Sierra Mist AMP Energy
• AMP Energy
SoBe
Tropicana
Aquafina
Ocean Spray (License)
• Aquafina
• Ocean Spray juices
• Aquafina FlavorSplash
11
• Ocean Spray juice • Aquafina Sparkling
drinks
Starbucks (Partnership)
More
• Frappuccino ready-to-
• Slice Energy
• FruitWorks juice
• Starbucks Iced Coffee
drinks
• Mirinda
Directors
Shona Brown
Ian M. Cook
Dina Dublon
Victor J. Dzau
Ray L. Hunt
Alberto Ilarquen
Arthur C. Martinez
12
Indra K Nooyi
James J Schiro
Lloyed Trotter
Daniel Vasella
PARTNERS
PepsiCo partners with The Energy and Resources Institute (TERI) to implement
PepsiCo Partnership with Exnora in its award winning Waste To Wealth initiative
13
options for Tsunami affected communities in AP and Tamil Nadu.
sustainable livelihoods.
PepsiCo partners with Swashrit Society to promote active and healthy lifestyles
p: 26386472
14
It is mainly responsible for providing the service in the South and south-West part of
delhi.
p: 23716782
The Pearl Drinks Limited provides services to the areas, which belongs to North and
Trans Yamuna
The Trans Yamuna covers mainly covers the Eastern and North-Eastern part of Delhi, in
15
CHAPTER 02
LITERATURE REVIEW
MARKETING:
communities discover that existing and newly-identified needs and wants may be
16
Marketing is defined by the American Marketing Association as the activity, set of
offerings that have value for customers, clients, partners, and society at large.The term
developed from the original meaning which referred literally to going to market, as in
The Chartered Institute of Marketing, which is the world's largest marketing body,
Marketing practice tended to be seen as a creative industry in the past, which included
advertising, distribution and selling. However, because marketing makes extensive use of
with marketing research and goes through market segmentation, business planning and
execution, ending with pre and post-sales promotional activities. It is also related to many
of the creative arts. The marketing literature is also infamous for re-inventing itself and
MARKET SHARE:
Market share, in strategic management and marketing is, according to Carlton O'Neal,
the percentage or proportion of the total available market or market segment that is being
17
market) divided by the total sales revenue available in that market. It can also be
expressed as a company's unit sales volume (in a market) divided by the total volume of
Problem Definition
The first step in any marketing research project is to define the problem. In defining the
problem, the researcher should take into account the purpose of the study, the relevant
background information, what information is needed, and how it will be used in decision
making. Problem definition involves discussion with the decision makers, interviews
with industry experts, analysis of secondary data, and, perhaps, some qualitative
research, such
as focus groups. Once the problem has been precisely defined, the research can be
18
Development of an approach to the problem includes formulating an objective or
characteristics or factors that can influence the research design. This process is guided by
discussions with management and industry experts, case studies and simulations, analysis
Data preparation includes the editing, coding, transcription, and verification of data. Each
Number or letter codes are assigned to represent each response to each question in the
magnetic tape, or disks or input directly into the computer. Verification ensures that the
data from the original questionnaires have been accurately transcribed, while data
analysis, guided by the plan of data analysis, gives meaning to the data that have been
collected. Univariate techniques are used for analyzing data when there is a single
measurement of each element or unit in the sample, or, if there are several measurements
of each element, each RCH variable is analyzed in isolation. On the other hand,
multivariate techniques are used for analyzing data when there are two or more
19
CHAPTER 03
RESEARCH DESIGN
20
INTRODUCTION TO THE STUDY:
This project has been done on Market Share Analysis of PEPSICO. In this project the
system and procedure of market share analysis has been presented in detail.
Title of the study: A project is complete study on market share analysis with reference to
“PEPSICO”.
In this period of globalization, where the whole world has become like a small market, it
is essential that organizations effort continuously to invest on time, money and skills of
crash by any organization to implement this will only bring death of such organization,
this has been witnessed in the recent time. Surely, amongst others the prime cause may to
have incomplete personnel incapable of giving qualitative output. Therefore finding out
the position of product to get the knowledge of current scenario and react to the findings
21
OBJECTIVES OF STUDY:
For this report two kinds of data have been used: Primary data, Secondary data.
Primary data: It was collected through questionnaires further this data are processed and
tabulated using graphs. The tables were analyzed and the findings have been drawn
accordingly.
22
Secondary data: The secondary data refers to information provided to the trainees about
outlets, which worked as a guideline for survey. The secondary data collected for this
SAMPLE TECHNIQUE
Sample size: A sample of 900 outlets has been taken who participated in the research
procedure.
Sample procedure: The samples were taken on the basis of guidelines provided by
PEPSICO.
Search instruments: A questionnaire was used for the survey. The questionnaire was only
close ended in order to extract only the required data from the analysis.
Plan of analysis: For the analysis of data in this study the tools used are percentage,
23
1. As the project is prepared for academic purpose it suffers for the limitation of the
time and due to which an analytical study into all the strategies adopted by the
2. There was no frequent availability of customers as they were busy within day to
day work.
CHAPTER SCHEME
Chapter 2. Research methodology deals with the various sub chapters like introduction
Chapter 4. Deals with the details of the data analysis from the questionnaire filled by the
respondents.
24
Suggestion and conclusion.
CHAPTER- 4
INTRODUCTION TO
DATA ANALYSIS
25
This chapter deals with analysis and interpretation of all the data collected for PEPSICO,
All the data collected is primary data, which was collected from hundreds of respondents
All the data collected are tabulated for better understanding and also interpretation of
Interpretation and inferences drawn for every question is summarize and also is presented
26
Areas covered in Franchise zones
-JAMIA NAGAR
-CHIRAG DELHI
-BHARAT NAGAR
-ALAKNANDA
-GAUTAM NAGAR
-AZADPUR
27
-ASHOK VIHAR PHASE 4
-WAZIRPUR
Trans Yamuna
-JAFFRABAAD
-MAUJPUR
ZONE- JDPL
28
4%
7%
0%
1-30%
55% 34% 30-50%
MORE THAN 50%
100 99
90
80
70
61
60
50
40
30
20
12
10 8
0
0% 1-30% 30-50% MORE
THAN50%
29
INTERPRETATION: In the above table 8 outlets fall under 0% category, 12 in 1-30%,
61 in 30-50% and the highest number 99 lies in more than 50% share outlets.
INFRENCES: From the above information majority 55% of outlets falls in more than
50% share outlets, where if we take 1-50% combine it also covers 73 outlets, there are
COLA
PEPSI 53.6
COCA-COLA 46.4
30
46.4 PEPSI
53.6 COCA-COLA
total market share of cold drinks market belongs to Pepsi and rest lies with coca-cola.
INFRENCES: So, it is very clear that market share of Pepsi is quite high in comparison
of coca-cola and the coca-cola is also providing healthy competition with almost 46% of
31
3] TABLE SHOWING NUMBER OF COOLERS USED IN THE MARKET.
PRODUCT NUMBER
PEPSI COOLERS 73
COCA-COLA COOLERS 41
OWN COOLERS 86
37%
42% PEPSI COOLERS
COCA-COLA COOLERS
OWN COOLERS
21%
32
90 86
80
73
70
60
50
41
40
30
20
10
0
PEPSI COOLERS COCA-COLA OWNCOOLERS
COOLERS
total market uses Pepsi coolers, 21% uses coca-cola coolers and rest uses own coolers.
INFRENCES: Since 42% of cooler market is still vacant and waiting for Pepsi or Coca-
cola to grab it as soon as possible, this 42% creates a very big opportunity to increase the
33
4] TABLE SHOWING THE CHANNEL TYPE SHARE IN THE MARKET.
CONVENIENCE 18
EATRY 40
22%
GROCERY
CONVENIENCE
10%
EATRY
68%
34
120 120
100
80
60
40
40
20 18
0
GROCERY CONVENIENCE EATRY
INTERPRETATION: In the above information its visible that there are 120 outlets
INFRENCES: The majority is grocery with 68% share of total market channel type and
the rest is enjoyed by convenience and eatry, which shows the market, is high populated
35
5] TABLE SHOWING MONTHLY AVERAGE SALES OF PEPSI AND COCA-
1-30 87 85
30-70 40 42
70-100 15 15
90 87 85
80
70
60
50
40 40 42 PEPSI
32 COCA-COLA
30 26
20 15 15
12
10 6
0
0 1--30 30-70 70-100 MORE
THAN 100
INTERPRETATION: From the above Information it can be understood that PEPSI has
INFRENCES: There are less outlets in compare of coca-cola which has 0 monthly
average sales, Pepsi has more shops which have monthly turnover of 1-30 carats of
Pepsi, but in the category 30-70carets of monthly average sale Pepsi is lagging behind in
36
6] TABLE SHOWING MODE OF SERVICE OF PEPSI AND COCA COLA
DISTRBUTOR 80 58
WHOLESALER 43 47
PRESELL 01 00
80
80 75
70
60 56 58
50 47
43
40 PEPSI
30 COCA-COLA
20
10
1 0
0
DIRECT DISTRBUTOR WHOLESALER PRESELL
37
1%
24%
31%
DIRECT
DISTRBUTOR
WHOLESALER
PRESELL
44%
0%
26%
DIRECT
42%
DISTRBUTOR
WHOLESALER
PRESELL
32%
38
INTERPRETATION: From the above Information the mode of service of Pepsi and
coca-cola is clear. The Pepsi covers it maximum operation through distributor, where
INFRENCES: The 44% outlets are covered through distributors, direct Pepsi covers
31% and 24% through wholesaler and just 1% with the help of presell service. Where
Coca-cola covers 42% directly, 32% through distributor, and rest through its various
customers.
160 148
140 136
120
100
80
PEPSI
60
41 COCA-COLA
40
20 13 19
3
0
DAILY MORE THAN 3 LESS THAN 3
TIMES TIMES
39
INTERPRETATION: The above table shows the service frequency of Pepsi and Coca-
INFRENCES: In both the cases maximum outlets gets daily service but coca-cola
covers more number of outlets, it also provides more than 3 times service in a week in
more number of outlets in comparison of Pepsi, so it can be easily said that coca-cola has
39%
SATISFIED
46%
SERVICE ISSUE
SCHEMEISSUE
15%
40
90
83
80
70
70
60
50
40
PEPSI
30 27
20
10
0
SATISFIED SERVICE SCHEME
ISSUE ISSUE
Pepsi, The customer feedback is categorized in three different area, the first area directly
belongs to the group of satisfied customer, in second category customer with service
issue falls and in the last category customers with scheme issue comes.
INFRENCES: According to the pie chart 46% customers are satisfied and says that they
are pleased with the service provided by the Pepsi, 15% customers are having service
issue and rest all falls in scheme issue. It directly reflects the better service and better
ZONE- PDL
41
AREA- AZADPUR, ASHOK VIHAR AND WAJIRPUR
26%
32%
0%
1-30%
30-50%
MORE THAN 50%
16%
26%
42
160 159
30%, 128 in 30-50% and the highest number 159 lies in more than 50% share outlets.
INFRENCES: From the above information majority 32% of outlets falls in more than
50% share outlets, where if we take 1-50% combine it also covers 42% outlets, there are
43
2] TABLE SHOWING OVERALL MARKET SHARE OF PEPSI AND COCA-
COLA
PEPSI 36.2
COCA-COLA 63.8
36.2
PEPSI
COCA-COLA
63.8
44
INTERPRETATION: From the above Information it can be understood that 36.2% of
total market share of cold drinks market in belongs to Pepsi and rest lies with coca-cola.
INFRENCES: So, it is very clear that market share of Coca-cola is quite high in
comparison of Pepsi and the Pepsi is also providing healthy competition with almost
PRODUCT NUMBER
PEPSI COOLERS 87
16%
PEPSI COOLERS
22% COCA-COLA COOLERS
OWN COOLERS
62%
45
350 347
300
250
200
150
122
100 87
50
0
PEPSI COOLERS COCA-COLA OWNCOOLERS
COOLERS
INTERPRETATION: From the above Information it can be understood that only 16%
of total market uses Pepsi coolers, 22% uses coca-cola coolers and rest uses own coolers.
INFRENCES: Since 62% of cooler market is still vacant and waiting for Pepsi or Coca-
cola to grab it as soon as possible, this 62% creates a very big opportunity to increase the
46
4] TABLE SHOWING THE CHANNEL TYPE SHARE IN THE MARKET.
CONVENIENCE 147
EATRY 52
10%
GROCERY
29% CONVENIENCE
61% EATRY
47
350
301
300
250
200
147
150
100
52
50
0
GROCERY CONVENIENCE EATRY
INTERPRETATION: In the above information its visible that there are 301 outlets
INFRENCES: The majority is grocery with 61% share of total market channel type and
the rest is enjoyed by convenience and eatry, which shows the market, is high populated
48
5] TABLE SHOWING MONTHLY AVERAGE SALES OF PEPSI AND COCA-
30-70 92 179
70-100 14 32
300
253251
250
200
179
150
122 PEPSI
100 92 COCA-COLA
50 32
22 14 19 16
0
0 1--30 30-70 70-100 MORE
THAN 100
INTERPRETATION: From the above Information it can be understood that PEPSI has
INFRENCES: There are more outlets in compare of coca-cola which has 0 monthly
average sales, Pepsi has more shops which have monthly turnover of 1-30 carats of
Pepsi, but in the category 30-70carets of monthly average sale Pepsi is lagging behind in
49
6] TABLE SHOWING MODE OF SERVICE OF PEPSI AND COCA COLA
WHOLESALER 87 82
PRESELL 01 00
250
218
200
188
181
150
120 PEPSI
100 COCA-COLA
8782
50
0 1 0
DIRECT WHOLESALER
50
0%
22%
30%
DIRECT
DISTRBUTOR
WHOLESALER
PRESELL
48%
0%
17%
38% DIRECT
DISTRBUTOR
WHOLESALER
PRESELL
45%
51
INTERPRETATION: From the above Information the mode of service of Pepsi and
coca-cola is clear. The Pepsi covers it maximum operation through distributor, where
INFRENCES: The 48% outlets are covered through distributors, Pepsi covers direct
30% and 22% through wholesaler and just 0% with the help of presell service. Where
Coca-cola covers 38% directly, 45% through distributor, and rest through its various
wholesalers.
400 396
350
300
262
250 233
200
PEPSI
150
COCA-COLA
100
55 49
50
5
0
DAILY MORE THAN 3 LESSTHAN 3
TIMES TIMES
52
INTERPRETATION: The above table shows the service frequency of Pepsi and Coca-
INFRENCES: In both the cases maximum outlets gets daily service but coca-cola
covers more number of outlets, it also provides more than 3 times service in a week in
more number of outlets in comparison of Pepsi, so it can be easily said that coca-cola has
2%
43% SATISFIED
SERVICE ISSUE
55% SCHEME ISSUE
53
300
276
250
216
200
150
PEPSI
100
50
8
0
SATISFIED SERVICE SCHEME
ISSUE ISSUE
Pepsi, The customer feedback is categorized in three different area, the first area directly
belongs to the group of satisfied customer, in second category customer with service
issue falls and in the last category customers with scheme issue comes.
INFRENCES: According to the pie chart 43% customers are satisfied and says that they
are pleased with the service provided by the Pepsi, 55% customers are having service
issue and rest all falls in scheme issue. It directly reflects the poor service and poor
54
ZONE- TY
17%
31%
0%
12% 1-30%
30-50%
MORE THAN 50%
40%
55
90 86
80
70 67
60
50
40 36
30 26
20
10
0
0% 1-30% 30-50% MORE
THAN 50%
30%, 86 in 30-50% and the highest number 67 lies in more than 50% share outlets.
INFRENCES: From the above information 31% of outlets falls in more than 50% share
outlets, where if we take 1-50% combine it also covers 52% outlets, there are 17% oulets
56
2] TABLE SHOWING OVERALL MARKET SHARE OF PEPSI AND COCA-
COLA
PEPSI 41.6
COCA-COLA 58.4
41.6
PEPSI
COCA-COLA
58.4
57
INTERPRETATION: From the above Information it can be understood that 41.6% of
total market share of cold drinks market in belongs to Pepsi and rest lies with coca-cola.
INFRENCES: So, it is very clear that market share of Coca-cola is quite high in
comparison of Pepsi and the Pepsi is also providing healthy competition with almost
PRODUCT NUMBER
PEPSI COOLERS 53
COCA-COLA COOLERS 41
23%
PEPSI COOLERS
COCA-COLA COOLERS
59% OWN COOLERS
18%
58
140 135
120
100
80
60 53
41
40
20
0
PEPSI COOLERS COCA-COLA OWNCOOLERS
COOLERS
INTERPRETATION: From the above Information it can be understood that only 23%
of total market uses Pepsi coolers, 18% uses coca-cola coolers and rest uses own coolers.
INFRENCES: Since 59% of cooler market is still vacant and waiting for Pepsi or Coca-
cola to grab it as soon as possible, this 59% creates a very big opportunity to increase the
59
4] TABLE SHOWING THE CHANNEL TYPE SHARE IN THE MARKET.
CONVENIENCE 82
EATRY 22
10%
GROCERY
52% CONVENIENCE
38% EATRY
60
120
111
100
82
80
60
40
22
20
0
GROCERY CONVENIENCE EATRY
INTERPRETATION: In the above information its visible that there are 11 outlets
INFRENCES: The majority is grocery with 52% share of total market channel type and
the rest is enjoyed by convenience and eatry, which shows the market, is high populated
61
5] TABLE SHOWING MONTHLY AVERAGE SALES OF PEPSI AND COCA-
1-30 69 45
30-70 87 124
70-100 26 33
140
124
120
100
87
80
69
60 PEPSI
45 COCA-COLA
40 33
30 26
20
7 3 6
0
0 1--30 30-70 70-100 MORE
THAN 100
INTERPRETATION: From the above Information it can be understood that PEPSI has
INFRENCES: There are more outlets in compare of coca-cola which has 0 monthly
average sales, Pepsi has more shops which have monthly turnover of 1-30 carats of
Pepsi, but in the category 30-70carets of monthly average sale Pepsi is lagging behind in
62
6] TABLE SHOWING MODE OF SERVICE OF PEPSI AND COCA COLA
DISTRBUTOR 134 5
WHOLESALER 56 205
PRESELL 0 0
250
205
200
150
134
PEPSI
100 COCA-COLA
56
50
15
5 5 0 0
0
DIRECT WHOLESALER
63
0% 7%
27%
DIRECT
DISTRBUTOR
WHOLESALER
PRESELL
66%
0%
2%2%
DIRECT
DISTRBUTOR
WHOLESALER
PRESELL
96%
64
INTERPRETATION: From the above Information the mode of service of Pepsi and
coca-cola is clear. The Pepsi covers it maximum operation through distributor, where
INFRENCES: The 66% outlets are covered through distributors, Pepsi covers direct 7%
and 27% through wholesaler and just 0% with the help of presell service. Where Coca-
250
214
200
150 146
PEPSI
100
69 COCA-COLA
50
1 0 0
0
DAILY MORE THAN 3 LESSTHAN 3
TIMES TIMES
65
INTERPRETATION: The above table shows the service frequency of Pepsi and Coca-
INFRENCES: In these areas Pepsi has daily visit in maximum number of shops, where
0%
19%
SATISFIED
SERVICE ISSUE
SCHEME ISSUE
81%
66
180 174
160
140
120
100
80
PEPSI
60
41
40
20
0
0
SATISFIED SERVICE SCHEME
ISSUE ISSUE
Pepsi, The customer feedback is categorized in three different area, the first area directly
belongs to the group of satisfied customer, in second category customer with service
issue falls and in the last category customers with scheme issue comes.
INFRENCES: According to the pie chart 81% customers are satisfied and says that they
are pleased with the service provided by the Pepsi, 19% customers are having service
issue. It directly reflects the good service and good market share of Pepsi.
67
SWOT ANALYSIS
68
STRENGTHS
COOLERS IN JDPL & TY- There are more coolers of Pepsi in the area of JDPL
and TRANS YAMUNA. Which provides a very better chance to enhance the
> 50% - MAXIMUM NUMBER- In all areas Pepsi market share is all most 50%
or more than that, which shows that Pepsi is giving very tough competition to its
competitors.
PRESELL METHOD- It is one of the important tool that Pepsi is having for
increasing its market share, this system is beneficiary for both customer and
business, it helps business to provide effective delivery and less time consuming,
AQUAFINA- This is the worlds Largest selling water, which gives a strong
PRICE DIFFERENCE- The price difference between 500ml pet bottles of Pepsi
69
WEAKNESSES
Pepsi are very old and not in the Proper condition, Which create a sense of
negligence in the mind of retailers, due to which retailers wants to switch to coca-
cola.
FLAVOUR- According to customers Pepsi does not have flavors like coca-cola.
CARET DESIGN- The caret design of Pepsi does not protect the whole bottle
like coca-cola caret, which results in damaged bottles and increased number of
replacements
a common problem in any FMCG sector, but in the case of Pepsi the rates differs
more
NO FIX SCHEME- Pepsi company does not provides a fix scheme in a single
market, due to which they are loosing customer loyalty towards Pepsi
street like coca-cola, which is one of the important reason of fall in market share
of Pepsi.
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OPPORTUNITIES
OUTLETS USING OWN COOLERS- .There is a big chance for Pepsi to reenter
market with coolers to increase the market share as more than 50% outlets are
7UP NIMBOOZ- It is the one of the highly demanded cold drinks, which has
ROADSIDE MOBILE BOOTH- Though Pepsi has mobile booths but they should
increase the numbers, which will help the Pepsi a lot, in increasing its market
share.
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THREATS
the market with high number of coolers, by which they can pressurized the
retailers.
SMALL AGENCIES- coca-cola is doing tie-ups with small agency, which helps
IMPURE DISTRIBUTORS- The Pepsi have very few number of pure distributor
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CHAPTER- 5
SUMMARY , FINDINGS
& RECOMMENDATIONS
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This Market survey has been done to find out the current market scenario of Pepsi, which
considers the market share of Pepsi, mode of service, frequency of service, share of Pepsi
in particular shop and the most important from the Business point of view is the
satisfaction level of customer. The survey provides very much important information,
• The data was collected from the RETAILERS PRESENT IN MARKET. Data is
• The respondent are basically the owner of the shop or his/her relative, who was
• The survey reports, which are provided to the organization by the trainees, will
help the Pepsi to improve their market share in the beverages market.
• The service of Pepsi is very poor in several areas and the company is neglecting
other brands.
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• According to the survey Pepsi does not have flavors like coca-cola, especially
there is no drinks available in Pepsi which can compete with limca and thums up.
• Pepsi is not capable to meet the demand, as the demand of 7up nimbooz is very
high in the market which is capable of increasing the market share of Pepsi, but
• The coolers available in the market, which belongs to Pepsi are very old and
damaged on which Pepsi does not pay any kind of attention, which helps coca-
gets the advantage of this negligence and try to cover the area more
than Pepsi.
RECOMMENDATION
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STOP DUPLICITY- The very first thing on which Pepsi should work upon is it
should try to stop duplicity, because it does not only decreases the company’s
sales it also spoils the health of customers and Pepsi gets blamed for the damage.
Pepsi does not care about customers, so increase the market share Pepsi have to
strengthen its relation with customers and fix a better customer relationship
management.
increase the market share Pepsi distributors should have the proper knowledge
about the areas in which they have to work, maximum distributors of Pepsi do not
that Pepsi have very few pure distributors, impure distributors not only spoils the
Pepsi image but they also increases the market share of coca-cola.
discount to the retailers, who directly takes the product from company. The
retailers which takes Pepsi product from wholesaler gets some discount, but in
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direct operation retailers do not enjoy any type of discount, which de motivates
the retailers and they start buying from wholesaler who compels retailers to take
coca-cola product also , which directly decreases the market share of Pepsi.
ONE AREA ONE SCHEME- There should be one scheme in one area, In
different scheme one retailers enjoy heavy scheme and another suffers with low
scheme or do not get only, for good market share there should be one scheme in
one area.
coolers in some areas but customers not happy with the performance of coolers;
maximum number of coolers is old and not working properly, so to increase the
market share Pepsi should establish a special branch for cooler maintenance.
encourage the market share Pepsi should encourage customers first; it can be
done through appraisal of customers with some special gifts who buys large
amount.
cover the inner streets shops, so to increase the market share Pepsi have to cover
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NEW SHAPED CARETS- The half covered carets of Pepsi results in damaged
bottles, so Pepsi should also launch a new caret like coca-cola, which helps in
do not have flavors like coca-cola, but the 7up nimbooz is highly demanded in
the market, so proper supply of nimbooz in market will certainly increase the
CONCLUSION
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Market research is an important tool in development of an organization. Every
organization conducts market research for development of its share in the market.
The market survey done for Pepsi clears the scenario going in the market.
According to the survey Pepsi is loosing its Market share due to bad service, lack of
Though Pepsi is loosing its Market share in some markets but still it has various strengths
which will help Pepsi to recover, there are lots of opportunity available in the market,
which Pepsi should utilize in a proper manner to gain its market share back.
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Pepsi should work on some sectors like customer relationship management, duplicity,
adding new flavors, availability of stock, proper service and market audit.
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EXECUTIVE
SUMMARY
Pepsi is a soft drink produced and manufactured by PepsiCo. The drink was first made in
the 1880s by pharmacist Caleb Bradham in New Bern, North Carolina. The brand was
trademarked on June 16, 1903. There have been many Pepsi variants produced over the
PepsiCo entered India in 1989 and has grown to become one of the country’s leading
food and beverage companies. One of the largest multinational investors in the country,
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PepsiCo has established a business which aims to serve the long term dynamic needs of
consumers in India.
PepsiCo India and its partners have invested more than U.S.$1 billion since the company
was established in the country. PepsiCo provides direct and indirect employment to
includes iconic refreshment beverages Pepsi, 7 UP, Mirinda and Mountain Dew, in
addition to low calorie options such as Diet Pepsi, hydrating and nutritional beverages
such as Aquafina drinking water, isotonic sports drinks - Gatorade, Tropicana100% fruit
juices, and juice based drinks – Tropicana Nectars, Tropicana Twister and Slice. Local
brands – Lehar Evervess Soda, Dukes Lemonade and Mangola add to the diverse range
of brands.
Directors
MARKET SHARE
Market share, in strategic management and marketing is, according to Carlton O'Neal,
the percentage or proportion of the total available market or market segment that is being
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serviced by a company. It can be expressed as a company's sales revenue (from that
market) divided by the total sales revenue available in that market. It can also be
expressed as a company's unit sales volume (in a market) divided by the total volume of
Market share analysis is an important part of market analysis and indicates how well a
The topic of project is to analyze the market share of Pepsi in different markets.
The data for this Project has been collected through market survey, which comprise of
more than 900 shops situated in different location and different franchise zones of
Pepsico.
After getting the data from survey, report reflects that Pepsi has good market share but it
has also lost its share in various important market. Pepsi has poor delivery of product to
retailers and its coolers which all are present in market are old and not in good condition.
Pepsi has also failed to establish a good relation which is making the retailers to switch to
its competitors.
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This project throws lights on the current scenario and position of Pepsi and its various
strength and weaknesses, this project also briefs various steps which is very necessary for
Pepsi to take for getting the sustained growth and survival in beverage market.
BIBLIOGRAPHY:
1. www.pepsi.com
2. www.pepsi.co.in
3. www.wikipedia.org
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