TITLE OF THE PROJECT

A STUDY ON CUSTOMER
SATISFACTION OF PEPSICO
PRODUCTS

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CHAPTER 1
1.1 INTRODUCTION TO THE TOPIC
Customers satisfaction is a persons feeling of pleasure or
disappointment resulting from comparing a products perceived
performance (or outcome) in relation to his/her relations. If the
performance falls short of expectations, the customer is dissatisfied. If the
performance matches the expectation the customer is satisfied.
Pepsi is one of the most well known brands in the world today
available in over 160 countries. The company has an extremely positive
outlook for India. This reflects that India holds a central position in
Pepsi's corporate strategy. India is a key market for Pepsi co, and at the
same time the company has added value to Indian agriculture and
industry. PepsiCo entered India in 1989 and is concentrating in three
focus areas - Soft drink concentrate, snack foods and vegetable and
food processing. Faced with the existing policy frame work at the time,
the company entered the Indian market through a joint venture with
Voltas and Punjab Agro Industries. With the introduction of the
liberalization policies since 1991, Pepsi took complete control of its
operations.
Soft drink industry is one of the important in India. It has achieved
greater important in recent years because of the patronage evinced by the
general public and Government interest of promote the industry. The
number of units manufacturing soft drink is increasing over the years,
which is being controlled by two major MNC PepsiCo, and Coca Cola.

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The strategies adopted by a company to sell the products and reach

the targeted sales have great importance. It is combination of various
elements of marketing used to attain the best possible results.

1.2 OBJECTIVE OF THE STUDY

To find out the level of satisfaction of the buyers on different
attributes.
To identify strength weakness, opportunity and threats for Pepsico
Products.
To study the brands of Pepsico & consumers perception with its
competitors.
To study the features of different brands that give a good idea of
various schemes offered by the company.
To understand the competitive environment in which the company
is operating and is desired to meet customer need and satisfaction.

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1.3 RESEARCH METHODOLOGY

SOURCES OF DATA
PRIMARY DATA:
In order to gather information about the various products of
Pepsico, I personally visited a number of Retail Shop and
collected data pertaining to the prices of the products offered.
Details regarding the delivery of the prices were collected and I
also inquired about the various promotion schemes followed by the
different retail shop in New Delhi.
SECONDARY DATA :
Newspapers
Internet
Magazines
SAMPLE SPECIFICATION
Area surveyed : Uttam Nagar, Janakpuri
Sample size :

100 respondents

Sampling Techniques
Here the non probability technique was selected. Mainly through
judgement sampling process, the 100 samples were selected.
Again both are classified as follows:
Probability Sampling
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Simple Random sampling

Complex random Sampling
Cluster Sampling
Area Sampling
Multi-stage Sampling
Sampling with probability proportional to the size

Non-probability Sampling

Haphazard or convenience sampling

Purposive sampling
Quota Sampling
Judgment Sampling

This project will be based on the non-probability, purposive, quota

sampling. As in the given project the sample will be considered specific
to predetermined in New Delhi
Tools for analysis
Bar chart (Bar charts will be used for comparing two or more
values that will be taken over time or on different conditions,
usually on small data set )
Pie-chart (Circular chart divided in to sectors, illustrating relative
magnitudes or frequencies)

1.4 LIMITATIONS OF STUDY

The method will be unsuitable if the number of persons to be
surveyed is very less as it will be difficult to draw logical
conclusions regarding the satisfaction level of customers.
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 Interpretation of data may vary from individual depending on the

individual understanding the product features and services of the
company.
The method lacks flexibility. In case of inadequate or incomplete
information the result may deviate.
It is very difficult to check the accuracy of the information
provided.
Since all the products and services are not widely used by all the
customers it is difficult to draw realistic conclusions based on the
survey.
It is very difficult to check the accuracy of the information
provided.
Shortage of time factors one of the biggest constraints.

CHAPTER 2
2.1 BRIEF HISTORY OF THE PEPSICO

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Many of us know what is good for us but we never quite manage to

make the necessary lifestyle changes. Multinational companies are
broadly similar. The exception is PepsiCo. With a growing consumer
demand for healthy products, PepsiCo has cleverly managed to bridge the
potentially conflicting trends of health and convenience. The company
still offers fun for you foods but early on it recognized the demand for
healthier products and took action. So much so that it now commands
half the US market in good for you food and drinks; whatever else, this
has certainly been good for PepsiCo. Formed in 1965 by a merger
between Pepsi-Cola and Frito-Lay, PepsiCo has become the sixth ranked
food and drink company in the world. The fun for you snacks are no
longer the main focus for the company. The interest is now clearly in
better for you and good for you products. As change goes this has
certainly had impact.
Back in the mid 1990s and well ahead of its rivals, PepsiCo saw the
future threat that increasing levels of obesity would play and decided to
change its product portfolio. In 1997 with saturation in the fast-food
marketplace the company sold its Pizza Hut business and made its first
major acquisition that of the fresh fruit juice company Tropicana which
was swiftly followed by Quaker Oats for $14bn. The last five years have
seen a major drive to remove hydrogenated fats from many existing snack
products, coupled with a pledge that 50% of new products will use, where
possible, healthy ingredients or offer health benefits. This policy has
even led to the production of fat friendly crisps; for example, the Walkers
Potato Head crisps have 70% less saturated fat than traditional products.
Continuous innovation in snacks foods is not the only focus. In the
beverage market the decline in carbonated drinks sales has been more
than offset by other products. PepsiCos portfolio no longer depends on
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the Pepsi, 7Up and Mountain Dew lines with which it made its name. The
companys Aquafina bottled water is the number 1 brand in the US and its
Gatorade sports drink now has 80% of the market. In addition, through its
joint venture with Starbucks, PepsiCo now dominates the bottled coffee
market with the Frappuccino range of products.
Across the product range there has also been increased recognition that
international, or perhaps more accurately non North American,
businesses are key to the future. After success in emerging markets such
as Brazil, China, Russia and India, PepsiCo expects its international
businesses to grow at twice the rate of that of North America. The
company recognises and acts on the need to adapt to cultural differences
in taste and style and consequently in the future the core portfolio may
not be the main driver. Take Russia, for example, where the fizzy drink
craze of the west has not really caught on: fully half of PepsiCos Russian
beverage business is noncarbonated drinks juice, water tea and energy
drinks.
From being a company always under the shadow of Coca-Cola, PepsiCo
has moved to the front and is intent on staying there. Since 2003 the
companys stock has more than doubled as it has out manoeuvred CocaCola, the fall of which over the past five years has mirrored PepsiCos
rise. With over half its revenues coming from increasingly low fat foods
and an ongoing change towards healthier drinks products, the company is
the proactive food and drinks company, willing to cannibalise its own
portfolio

and

best

position

long-term growth.

CORPORATE PROFILE

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itself

for

PepsiCo is a world leader in convenient snacks, foods, and beverages,

with revenues of $60 billion and over 285,000 employees. PepsiCo owns
some of the world's most popular brands, including Pepsi-Cola, Mountain
Dew, Diet Pepsi, Lay's, Doritos, Tropicana, Gatorade, and Quaker. Our
brands are available worldwide through a variety of go-to-market
systems, including direct store delivery (DSD), broker-warehouse, and
food service and vending.

Divisions
We report our operations results as follows, by six segments:

PepsiCo Americas Beverages (PAB)

Frito-Lay North America (FLNA)

Quaker Foods North America (QFNA)

Latin America Foods (LAF)

Europe

Asia, Middle East & Africa

Volume Reporting
Our operating divisions report volume based on the following measures:
Division

Volume Measure

FLNA

Pounds

PAB

8 oz equivalent cases (192 oz per case)

QFNA

Pounds

Europe & AMEA

Int'l Beverages

8 oz equivalent cases (192 oz per case)

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Int'l Snacks

Kilos

Int'l Foods

Kilos

Because our divisions each use different measures of physical unit

volume, a common servings metric is necessary to reflect PepsiCo's
consolidated physical unit volume. Our divisions' physical volume
measures are converted into servings, based on U.S. Food and Drug
Administration guidelines for single serving sizes of our products, as
follows:
- Salty snacks

30 grams

- Sweet snacks

40 grams

- Beverages

8 ounces

- Other Foods

45 grams

Fiscal Year and Quarterly Reporting

PepsiCo's fiscal year consists of 52 weeks and is divided into 13 4-week
periods. Our fiscal year ends on the last Saturday in December and, as a
result, a 53rd week is added every five or six years.
Most of our volume and financial results are reported based on fiscal
quarters, with some exceptions, as described in the chart and notes below:

Division
FLNA

PAB

Q1

Q2

Q3

Q4

3 fiscal

3 fiscal

3 fiscal

4 fiscal

periods

periods

periods

periods

3 fiscal

3 fiscal

3 fiscal

4 fiscal

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QFNA

PI

periods

periods

periods

periods

3 fiscal

3 fiscal

3 fiscal

4 fiscal

periods

periods

periods

periods

2 months

3 months

3 months

4 months

PepsiCo Inc is among the most successful consumer products companies

in the word with 1998 revenues of over $22 billion and 151000
employees the company consist of Pepsi cola company the world second
largest beverage company consist of Pepsi cola company the world
second largest beverage company Frito-lay company, the worlds
manufacture and distributor of snack chips and Tropicana products, Inc
the worlds largest marketer and produce of branded juices. PepsiCo
brands name are among the best known and most respected in the world.
Some of the PepsiCo brads name are 100 year old but the corporation is
relatively young. PepsiCo Inc was founded in the year 1965 through the
merger of Pepsi cola Frito-lay Tropicana was acquired in 1998.
PepsiCo has enjoyed a long history of delivering strong financial growth
for shareholders. With some of the world's most powerful brands, our
commitment to sustainability and top global talent, PepsiCo is positioned
to win in the long term. Get the latest presentations, reports and
communications from the company here.
ORGANIZATION STRUCTURE OF PEPSICO TIN REFERENCE
TO MARKETING
Vice President

General Manager

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Unit Manager
Account & Distribution Manager
Territory Development Manager
Customer Executive
Sale Trainee
Salesman
Loader

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PEPSICO IN INDIA
PEPSICO
PepsiCo entered India in 1989 and in a short period, has grown into one
of the largest and fastest growing food and beverage businesses in the
country. PepsiCo Indias growth has been guided by PepsiCos global
vision of Performance with Purpose. This means that while businesses
maximize shareholder value, they have a responsibility to all the
stakeholders, including the communities in which they operate, the
consumers they serve and the environment whose resources they use.
One of the largest food and beverage businesses in India:
PepsiCo Indias iverse portfolio includes iconic brands like Pepsi, Lays,
Kurkure, Tropicana 100%, Gatorade, Quaker and young, but immensely
popular and fast growing brands, such as Nimbooz and Aliva. PepsiCo
India has not only grown to become one of the countrys largest food and
beverage businesses but has also become a powerful and consistent driver
of PepsiCos global growth.
A growing portfolio of enjoyable and wholesome snacks and
beverages
PepsiCos portfolio reflects its commitment to nourish consumers with a
diverse range of fun and healthier products. The portfolio includes several
healthier treats like Quaker Oats, Tropicana juices, multigrain Aliva range
which is baked, rehydrator Gatorade, Tata Water plus, Lays baked range
and Lehar Iron Chusti fortified extruded snack with superior quality iron
& B-vitamins.
Model partnership with over 24,000 farmers: PepsiCo has pioneered
and established a model of partnership with farmers and now works with
over 24,000 happy farmers across nine states. More than 45 percent of

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these are small and marginal farmers with a land holding of one acre or
less. PepsiCo provides 360-degree support to the farmer through assured
buy back of their produce at pre-agreed prices, quality seeds, extension
services, disease control packages, bank loans, weather insurance, and the
latest technological practices.
Global leader in water conservation:
In 2009, PepsiCo India achieved a significant milestone, by becoming the
first business to achieve Positive Water Balance in the beverage world, a
fact verified by Deloitte Touch Tohmatsu India Pvt. Ltd and has been
Water Positive since then. The company made this possible through
innovative irrigation practices like direct seeding, water recharging, and
by reducing the consumption of water in its manufacturing facilities.
PepsiCo is lauded for its efforts for water conservation.
Care for the environment:
PepsiCo is focused on reducing its carbon footprint. Nearly 30 percent of
its energy is today generated from renewable sources such as rice husk
boilers and wind turbines. Initiatives such as reduction of use of
chemicals, eco-friendly packaging initiatives and efficient waste
management help reduce load on the environment. PepsiCo Indias
award-winning Waste to Wealth recycling program reaches 465,000
families.
Exemplary employment practices:
PepsiCo India presently employs 6,400 people and provides indirect
employment to almost 2,00,000 people. The company believes in
providing employment and growth opportunities to local talent. Its
College of Leadership, ensures early identification of talent, and
employees focused development through critical experiences. The
company emphasizes Winning with Diversity and Inclusion and has a
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significant number of women in the leadership team in India. PepsiCo

India has won the prestigious Hellen Keller Award from the National
Centre for Promotion of Employment for Disabled People (NCPEDP).
Origins
Pepsi was first made in New Bern, North Carolina in the United States in
the early 1890s by pharmacist Caleb Bradham. In 1898, "Brad's drink"
was changed to "Pepsi-Cola" and later trademarked on June 16,
1903. There are several theories on the origin of the word "pepsi".
The only two discussed within the current PepsiCo website are the
following:
1. Caleb Bradham bought the name "Pep Kola" from a local
competitor and changed it to Pepsi-Cola.
2. "Pepsi-Cola" is an anagram for "Episcopal" - a large church across
the street from Bradham's drugstore. There is a plaque at the site of
the original drugstore documenting this, though PepsiCo has
denied this theory.
The word Pepsi comes from the Greek word "pepsi", which is a medical
term, describing the food dissolving process within one's stomach. It is
also a medical term, that describes a problem with one's stomach to
dissolve foods properly.
Another theory is that Caleb Bradham and his customers simply
thought the name sounded good or the fact that the drink had some kind
of "pep" in it because it was a carbonated drink, they gave it the name
"Pepsi".

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As Pepsi was initially intended to cure stomach pains, many believe

Bradham coined the name Pepsi from either the condition dyspepsia the
possible one-time use of pepsin root as an ingredient. It was made of
carbonated water, sugar, vanilla, rare oils, and kola nuts. Whether the
original recipe included the enzyme pepsin is disputed.
In 1903, Bradham moved the bottling of Pepsi-Cola from his
drugstore into a rented warehouse. That year,

Bradham sold 7,968

gallons of syrup. The next year, Pepsi was sold in six-ounce bottles and
sales increased to 19,848 gallons. In 1924, Pepsi received its first logo
redesign since the original design of 1905. In 1926, the logo was changed
again. In 1929, automobile race pioneer Barney Oldfield endorsed PepsiCola in newspaper ads as "A bully drink, refreshing, invigorating, a fine
bracer before a race".
Slogans:2000: Aazadi dil ki (India)
2003: Its the Cola / Date for More
2005: Wild Thing / Ask For More (With Jennifer Lopez & Beyonce
Knowles)
2006: Why you Doggin Me/Taste the one young (Michael
Alexander)
2008: Yeh hai Youngistan Meri Jaan! (India)
2008: Pepsi is TV Commercial (Like Rosin)
2008: Pepsify karo gai! Commercial

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2011: Dar kea age jeet hai

About PepsiCo
PepsiCo India Region: Leadership through Performance with Purpose
PepsiCo entered India in 1989 and in a short period of 20 years has grown
into the largest and one of the fastest growing food & beverage business
in the country. PepsiCo Indias growth has been guided by PepsiCos
global vision of Performance with Purpose. This means that while
businesses maximize shareholder value, they have a responsibility to all
the stakeholders including the communities in which they operate, the
consumers they serve and the environment whose resources they use.
Large investor:
One of the largest US multinational investors in the country with an
investment of over $1 billion, PepsiCo India provides direct and indirect
employment to over 1,50,000 people across the country. Its beverage and
snack food business is supported by 36 beverage bottling plants, (13
company and 23 franchisee owned) and three food plants. PepsiCo
Indias diverse portfolio includes iconic brands like Pepsi, Lays,
Kurkure, Tropicana 100%, Gatorade, Quaker and young but immensely
popular and fast growing brands such as Nimbooz and Aliva.
No.1 food & beverage business in India:
PepsiCo India has not only grown to become the countrys largest food
and beverage business but has also become a powerful and consistent
driver of PepsiCos global growth. Over the last two years, India's
beverage and foods businesses have been the largest volume growth
contributors to PepsiCo across the globe.
OUR MISSION AND VISION

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Our Mission
Our mission is to be the world's premier consumer products company
focused on convenient foods and beverages. We seek to produce financial
rewards to investors even as we provide opportunities for growth and
enrichment to our employees, our business partners and the communities
in which we operate. And in everything we do, we strive for honesty,
fairness and integrity.
Our Vision
PepsiCo's responsibility is to continually improve all aspects of the world
in which we operate environmental, social, economic creating a better
tomorrow than today.
Our vision is put into action through programmes and a focus on
environmental

stewardship, activities to benefit

society

and a

commitment to build shareholder value by making PepsiCo a truly

sustainable company.
Performance with Purpose
At PepsiCo, we're committed to achieving business and financial success
while leaving a positive imprint on society delivering what we call
Performance with Purpose.
Our approach to superior financial performance is straightforward drive
shareholder value. By addressing social and environmental issues, we
also deliver on our purpose agenda, which consists of human,
environmental, and talent sustainability.

2.2 PRODUCTS AND BRANDS

PepsiCos product mix as of 2009 (based on worldwide net revenue)
consists of 63 percent foods, and 37 percent beverages. On a worldwide
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basis, the companys current products lines include several hundred

brands that in 2009 were estimated to have generated approximately
$108 billion in cumulative annual retail sales.
The primary identifier of companies' main brands within the food and
beverage industry are those which generate annual sales exceeding
$1 billion, and 19 of PepsiCo's brands met this description as of 2009:
Pepsi-Cola, Mountain Dew, Lay's, Gatorade, Tropicana, 7Up, Doritos,
Lipton Teas, Quaker Foods, Cheetos, Mirinda, Ruffles, Aquafina, Pepsi
Max, Tostitos, Sierra Mist, Fritos, and Walker's.
Brands
Our products can be found in nearly 200 countries around the globe.
PepsiCo offers the world's largest portfolio of billion-dollar food and beverage
brands, including 22 different product lines that each generates more than $1
billion in annual retail sales. Take a closer look at the brands that make up

the PepsiCo portfolio and learn more about the products they offer.
Pepsi-Cola

Pepsi-Cola North America is the refreshment beverage unit of PepsiCo,

Inc., in the United States and Canada. Its U.S. brands include Pepsi,
Mountain Dew, Sierra Mist, SoBe, AMP Energy, IZZE, Naked Juice,
Propel, Mug, and Aquafina, among others. The company also makes and
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markets North America's best-selling ready-to-drink iced teas and coffees,

respectively, via joint ventures with Lipton and Starbucks.
From its humble beginnings over a century ago, Pepsi-Cola has grown to
become one of the best-known, most-loved products throughout the
world. Today, the company continues to innovate, creating new products,
new flavors and new packages in varying shapes and sizes to meet the
growing demand for convenience and healthier choices. Pepsi is
constantly on the lookout for ways to ensure their consumers get the
products they want, when they want them and where they want
Lays

LAYS BE A LITTLE DILLOGICAL

Brand History
Lays, the worlds largest and favourite snack food brand , has steadily

established itself as an indispensable part of Indias snacking culture since

its launch in 1995.
With its irresistible taste, international and Indian flavours and youthcentric imagery, Lays has established itself as a youth brand and
continues to grow in the hearts and mind of its consumers.
Over the years, Lays has become known for its engaging and innovative
promotions and campaigns. The brand known for its No one can eat just
one campaign has moved its positioning to Whats the programme?
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making Lays the main food of every programme! Saif Ali Khan has been
the face of the brand for over five years, and has recently been joined by
the captain of the Indian cricket team M.S. Dhoni. Both embody the
youthful energy and appeal of the brand.
In 2008, Lays launched the never-before Fight for Your Flavour allowing
consumers to vote for the flavour of their choice. The flavour with the
maximum votes would continue in the market. The flavours have been
selected by the Lays brand ambassadors Saif Ali Khan and M.S. Dhoni
with each celebrity rooting for the flavour of their choice.
In November 2008, Lays made yet another innovative breakthrough the
Chip-n-Sauce pack. This first-to-market pack has been launched for cricket

lovers as they settle in their seats to savour the best sporting action of the
season. The Lays Chip-n-Sauce large pack comes in two unique flavours
Chilli Chinese with a Schezwan Sauce sachet and Chatpata Indian with
a Tamarind Sauce sachet inside the pack.
In June 2009, Lays launched its new positioning platform: Lays Be a
Little Dillogical. The new Dillogical concept makes an instant connect

with youth caught between the desire to succeed and the desire to remain
engaged with certain moments that offer a deep emotional fulfilment.

Tropicana

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Brand History
Tropicana was founded in Bradenton, Florida, USA, in 1947. It is now
enjoyed almost everywhere in the world. Carefully nurtured for over 50
years, Tropicana has matured into one of the most respected beverage
brands. Widely regarded as the world's no. 1 juice brand, it is today
available in 63 countries. Since 1998, Tropicana has been owned by
PepsiCo, Inc.Tropicana Premium Gold was re-launched as Tropicana 100% in
2008.

In India, Tropicana comes in two categories: 100% Juices (sold as

Tropicana 100%) and Juice Beverages & Nectars (sold as Tropicana).
QUICK BRAND FACTS

Launched in India in 2004.

Available in two categories - 100 percent juice and juice-based

drinks.

Slice

SLICE PURE MANGO PLEASURE

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Brand History
Slice was launched in India in 1993 as a refreshing mango drink and
quickly went on to become a leading player in the category.
In 2008, Slice was relaunched with a winning product formulation that
made consumers fall in love with its taste. With new pack graphics and
clutter-breaking advertising, Slice has built a powerful appeal.
Brand Advantage
With the launch of the Aamsutra campaign in 2008, its winning taste
and appealing pack graphics, Slice created a great deal of excitement in
its category and celebrated the indulgence in mangoes like no other brand
had done before.
While other players have portrayed the mango as a simple and innocent
fruit, Slice celebrates the sheer indulgence and sensuality involved in
consuming a mango. The creative Aamsutra idea communicates the
experience of extreme sensuous pleasure through the act of drinking
Slice.
Slice was the first brand ever in the Juice and Juice Drinks category to
sign on Bollywood diva Katrina Kaif as the brand ambassador for Slice.
In 2009, Slice took the notion of indulgence to a whole new level with the
launch of the Slice Pure Pleasure Holidays, giving its consumers a
chance to win luxurious all-expenses-paid holidays to dream European
destinations like Paris, Vienna, Greece and Venice.
QUICK BRAND FACTS

Slice was launched in India in 1993

Slice Mangola was introduced in 1994

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Quaker

QUAKER OATS SAY GOOD MORNING TO YOUR HEARTS

Brand History
Pepsico had acquired Quaker Oats globally in 2001. Quaker Oats was
launched nationally in India in 2006 and has seen a series of successes in the

last few years.

Brand Advantage
Quaker Oats makes for a nutritious breakfast that helps reduce
cholesterol.

Why is Quaker Oats good for you?

Quaker Oats helps reduce cholesterol.

The Indian Medical Association recommends 3g of oats soluble

fibre (B-glucan) everyday. B-glucan acts like a sponge to trap
cholesterol and remove it. Each serving of Quaker Oats
provides 50 percent of ones B-glucan requirement (not found in
wheat, rice or corn).

Pepsi
PEPSI YEH HAI YOUNGISTAN MERI JAAN
Brand History
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Pepsi is a hundred-year-old brand loved by over 200 million people

worldwide. The largest single selling soft drink brand in India, Pepsi is
ubiquitous on just about every social occasion.

Youngistaan loves it. 200 million people worldwide love it. But
what has made Pepsi the single largest selling soft drink brand in
India is actually a formula concocted a century ago in a faraway
continent.

1886, the US. Caleb Bradman, a man with a plan formulated a

blockbuster of a digestive drink and decided to call it Brads drink.
The potion was to become Pepsi Cola in 1898, and eventually,
Pepsi in 1903.

Since its inception, Pepsi has always been at the forefront of the
beverage industry and has come up with revolutionary concepts
such as Diet Pepsi, 2l bottles, recyclable plastic cola bottles and the
enviable My Can.
Brand Advantage

Pepsi has become a friend to youth and youth culture. Over

generations, youngsters have grown up with Pepsi and have shared
an emotional connect with it unlike with any other cola brand. Be it
parties, hangouts with friends, or just another day at home, a day is
never complete without the fizz of Pepsi!

Pepsi, cricket and Bollywood have been joined at the hip since the
colas entry into India. Shah Rukh Khan, Sachin Tendulkar, Saif
Ali Khan, Amitabh Bachchan, Kareena Kapoor, Priyanka Chopra,
Virender Sehwag, M.S. Dhoni, John Abraham, Ranbir Kapoor and
Deepika Padukone are some of the celebrities who have endorsed
Pepsi.

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The Pepsi My Can is undoubtedly the most popular cola pack of all
time. It is not just a pack but a definitive style.
QUICK BRAND FACTS

Flagship brand of PepsiCo.

100 year old brand loved by over 200 million people worldwide.

An iconic youth brand in India.

The single largest selling soft drink brand in India.

7UP

7Up unveils new positioning DIL BOLE I FEEL UP

Brand History
7UP, the refreshing clear drink with a natural lemon and lime flavour was
created in 1929. 7UP was launched in India in 1990 and its international
mascot Fido Dido was used for advertising in 1992 to position the brand
as a cool drink for youngsters. Fido became an instant hit with his trendy
look, laid-back attitude and unconventional take on life. During the
brands early years in India, 7UP gained market leader status in the lemon

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lime category by being one of the first to be nationally distributed besides

being marketed as a healthier alternative to other soft drinks.
Brand Advantage
For the past two years, 7UPs ambition as a brand has been to capture and
own the lemon refreshment territory within the clear lime category.
Lemon has proven to be a clear and relevant differentiator for the brand.

Aliva

ALIVA CHATPATE CRACKERS WITH WHEAT AND DAAL

About the Brand
With the launch of Aliva, Frito-Lay India aims to create a new segment of
great tasting baked savoury crackers.
After Kurkures enormous success, Aliva marks Frito-Lay Indias
creation of yet another category, borrowing ingredients and textures from
biscuits, and flavours from namkeens. The Aliva product range has been
developed in India, specifically for the Indian consumer and is a
significant step ahead in the companys journey of portfolio

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transformation, providing healthier and tasty snacking options in line

with local consumer needs.
Aliva is available in four distinct chatpate Indian flavours, created with
the Indian palate in mind

Special Pindi Masala

Tomato & Roasted Spices

Aquafina
AQUAFINA THE PUREST PART OF YOU
Brand History
Aquafina was first launched in the US in 1994. With its unique
purification system and great taste, Aquafina soon became the bestselling
brand in the country.
In India, Aquafinas journey began with its launch in Bombay in 1999
and it was rolled out nationally by 2000. On the strength of its brand
appeal and distribution, Aquafina has become one of Indias leading
brands of bottled water in a relatively short span of time.
Brand Advantage
Aquafina goes through a five step state-of-the-art purification process to
give consumers pure water and perfect taste.
Aquafina has been built through refreshing and sharp advertising. The
What a Body campaign has helped the brand to drive premium, modern
and youthful imagery in an otherwise undifferentiated category.

-28-

Kurkure

Brand History
Launched in 1999, this perfect namkeen snack, developed entirely in
India, has come to be identified with fun and lovable human quirks. It
developed an even stronger identity through associations with celebrities
like Juhi Chawla (2003) and Kareena Kapoor (2008), well-known Indian
actors.
About the Brand
Brand Promise
Kurkure is a crunchy new-age namkeen snack brand which symbolizes
light-hearted fun.
Embodying the spirit of India, Kurkure has found a home in millions of
hearts and minds and enjoys the position of a strong Lovemark brand in
India.
Brand Advantage

Made with trusted kitchen ingredients: 100% vegetarian

All the raw materials used in Kurkure comply with the

Prevention of Food Adulteration Act and rules that govern the
manufacture, distribution and sale of Kurkure.

-29-

All Kurkure ingredients are used daily in households for the

preparation of various edible items.

Innovations
Kurkure has constantly re-invented itself to sustain its relevance to Indian
culture and the Indian ethos. Not only does Kurkure provide an inimitable
taste and superior quality, it has also brought fame and happiness to many
through its Chai-time-achievers face on pack initiative.

Nimbooz
NIMBOOZ DIL BOLE I FEEL UP
Brand History
Nimbooz was launched in India on the 28th of February 2009. It is the
latest addition to the Pepsi beverages portfolio.
Accessibility
Nimbooz is Indias first nationally available packaged Nimbu Pani.
Lehar
Brand History
Lehar was launched in 1996, with innovative small packs and traditional

flavours. The brand positioned itself by emphasizing its irresistible taste

and using modern imagery.
Lehar was re-launched in 2006 and positioned itself using the plank Taste

zyaada kyunki oil taza. It promised to deliver good taste through the use
of fresh oil in the manufacturing process.
Brand Advantage
With the tag line The Joy of Sharing- Khao Khilao Khushiyan Badhao.,
the brand promises to deliver irresistible namkeens to consumers.
-30-

Lehar : Quality in Every Bite

Lehar are great-tasting, high-quality, Indian and fresh!
Quick Brand Facts

In 2010 moved in extruded, potato chips and bridge

Launched in 1996 and re-launched in 2006

Range of varied namkeens using fresh and good quality oil.

CHAPTER 3
3.1 CUSTOMER SATISFACTION
Customer satisfaction is a part of customers experience that exposes a
suppliers behavior on customers expectation. It also depends on how
efficiently it is managed and how promptly services are provided. This
satisfaction could be related to various business aspects like marketing,
product manufacturing, engineering, quality of products and services,
responses customers problems and queries, completion of project, post
delivery services, complaint management etc
Customer satisfaction is the overall essence of the impression about the
supplier by the customers. This impression which a customer makes
regarding supplier is the sum total of all the process he goes through,
right from communicating supplier before doing any marketing to post
delivery options and services and managing queries or complaints post
delivery. During this process the customer comes across working
environment of various departments and the type of strategies involved in
the organization. This helps the customer to make strong opinion about
the supplier which finally results in satisfaction or dissatisfaction.
-31-

Customers perception on supplier helps the customer choose among the

supplier on basis of money value and how well the delivered products
suit all the requirements. The suppliers services never diminishes after
the delivery as customer seeks high values post marketing services which
could help them use and customize the delivered product more efficiently.
If he is satisfied with the post marketing services then there are good
chances for supplier to retain the customers to enhance repeated
purchases and make good business profits.
It is necessarily required for an organization to interact and communicate
with customers on a regular basis to increase customer satisfaction. In
these interactions and communications it is required to learn and
determine all individual customer needs and respond accordingly. Even if
the products are identical in competing markets, satisfaction provides
high retention rates. For example, shoppers and retailers are engaged with
frequent shopping and credit cards to gain customer satisfaction, many
high end retailers also provide membership cards and discount benefits on
those cards so that the customer remain loyal to them.
Higher the satisfaction level, higher is the sentimental attachment of
customers with the specific brand of product and also with the supplier.
This helps in making a strong and healthy customer-supplier bonding.
This bonding forces the customer to be tied up with that particular
supplier and chances of defection very less. Hence customer satisfaction
is very important panorama that every supplier should focus on to
establish a renounced position in the global market and enhance business
and profit.
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Business always starts and closes with customers and hence the
customers must be treated as the King of the market. All the business
enhancements, profit, status, image etc of the organization depends on
customers. Hence it is important for all the organizations to meet all the
customers expectations and identify that they are satisfied customer.
Customer satisfaction is the measure of how the needs and responses are
collaborated and delivered to excel customer expectation. It can only be
attained if the customer has an overall good relationship with the supplier.
In todays competitive business marketplace, customer satisfaction is an
important performance exponent and basic differentiator of business
strategies. Hence, the more is customer satisfaction; more is the business
and the bonding with customer.
Customer satisfaction, a term frequently used in marketing, is a measure
of how products and services supplied by a company meet or surpass
customer expectation. Customer satisfaction is defined as "the number of
customers, or percentage of total customers, whose reported experience
with a firm, its products, or its services (ratings) exceeds specified
satisfaction goals." In a survey of nearly 200 senior marketing managers,
71 percent responded that they found a customer satisfaction metric very
useful in managing and monitoring their businesses.
It is seen as a key performance indicator within business and is often part
of a Balanced Scorecard. In a competitive marketplace where businesses
compete for customers, customer satisfaction is seen as a key

-33-

differentiator and increasingly has become a key element of business

strategy.
"Within organizations, customer satisfaction ratings can have powerful
effects. They focus employees on the importance of fulfilling customers
expectations. Furthermore, when these ratings dip, they warn of problems
that can affect sales and profitability.

These metrics quantify an

important dynamic. When a brand has loyal customers, it gains positive

word-of-mouth marketing, which is both free and highly effective."
Therefore, it is essential for businesses to effectively manage customer
satisfaction. To be able do this, firms need reliable and representative
measures of satisfaction.
"In researching satisfaction, firms generally ask customers whether their
product or service has met or exceeded expectations. Thus, expectations
are a key factor behind satisfaction. When customers have high
expectations and the reality falls short, they will be disappointed and will
likely rate their experience as less than satisfying. For this reason, a
luxury resort, for example, might receive a lower satisfaction rating than
a budget moteleven though its facilities and service would be deemed
superior in 'absolute' terms."
The importance of customer satisfaction diminishes when a firm has
increased bargaining power. For example, cell phone plan providers, such
as AT&T and Verizon, participate in an industry that is an oligopoly,
where only a few suppliers of a certain product or service exist. As such,
many cell phone plan contracts have a lot of fine print with provisions
that they would never get away if there were, say, a hundred cell phone
-34-

plan providers, because customer satisfaction would be way too low, and
customers would easily have the option of leaving for a better contract
offer.
There is a substantial body of empirical literature that establishes the
benefits of customer satisfaction for firms.

CHAPTER 4

ANALYSIS OF DATA
Q.1. How you aware about PepsiCo Products?
Table No. 1:
PRODUCTS Ads

No. of Respondents
33

Percentage
33.0

Existing customers
Magazines

21
24

21.0
24.0

Friends

12

12.0

Internet

10

10.0

Total

100

100.0

GRAPH No.1:

-35-

Interpretation: From the above graph shows that 33% of the respondents
came to know of PepsiCo products through TV ads, 24% of the
respondents through magazines, 21% of the respondents through the
existing customers and 12% of respondents from friends, 10% of
respondents through internet. The above graph explained that majority of
respondents are TV ads and Magazines.
Q.2. What is your perception about PepsiCo products?
Table No. 2:
Particulars

No. of Respondent

Percentage

BEST

43

43%

GOOD

26

26%

ORDINARY

17

17%

NO COMMENT

0%

POOR

14

14%

WORST

0%

POOREST

0%

TOTAL

100

100%

GRAPH No.2:

-36-

Interpretation:
The above graph reveals that best perception comes from 43%, 26% have
good perception about the PepsiCo Products and rest by 17% have
ordinary ,14% have poor perception.
Q.3.: Pepsico Products have Good Quality?
Table No. 3:
Particulars

No. of Respondent

Percentage

Strongly agree

30

30%

Agree

45

45%

nor 20

20%

Neither agree
disagree
Disagree

5%

TOTAL

100

100%

Graph No. 3:

-37-

Interpretation:
The above graph reveals that 30% of respondent strongly agree pepsico
products have good quality, 45% agree, 20% neither agree nor disagree
and only 5% respondents disagree about its quality of the products.

Q.4.: Retailer Satisfaction with distribution channel of PepsiCo

Products?
Table No. 4:
Particulars

No. of Respondent

Percentage

Superb

44

44%

Excellent

18

18%

Good

24

24%

Fair

14

14%

TOTAL

100

100%

Graph No. 4:

-38-

Interpretation:
The above graph shows that 44% of respondent says superb about its
distributor channel, 18% says excellent, 24% says good and 14% of
respondents says fair its distributor channel.

-39-

Q.5.: Do you use PepsiCo Products?

Table No. 5
YES

NO

80%

20%

Graph No. 5

Interpretation:
The above graph shows that 80% of respondent use pepico products and
only 20% of respondents dont use PepsiCo Products.

-40-

Q.6. Do you think PeipsiCo products are more Quality & beneficial
than others?
Table No. 6
YES

NO

80%

20%

Graph No. 6

Interpretation:
The above graph shows that 80% of respondent says that PepsiCo
products are more Quality & beneficial than others.

-41-

Q.7. Why do you use PepsiCo Products?

Table No. 7

Good price
Better quality
Easily available
Diversified categories of

Percentage
10%
64%
16%
10%

product
Graph No. 7

Interpretation:
The above graph shows that 10% of respondent says good price, 64% of
respondents says better quality, 16% says easily available and 10% of
respondents says about diversified categories of product.

Q. 8. How many years have you been using PepsiCo Products?

-42-

Table No. 8
Years
1-2 Yrs
2-3 Yrrs
3-4 Yrs
More Than 4 Yrs

Percentage
10%
10%
16%
64%

Graph No. 8

Interpretation:
The above graph shows that 10% of respondent says 1-2 years using
PepsiCo Products, 10% using 2-3 years, 16% using 3-4 years and 64%
respondents using more than 4 years.

9. What is the selling scale System of PepsiCo Products?

Excellent

Percentage
60%
-43-

Good
Fair
Poor
Very poor

10%
10%
10%
10%

10. Which factor is most liked by you?

Pricing
Advertisement
Quality
Maintainance

Percentage
15%
70%
10%
5%

-44-

11. Do you have dissatisfaction regarding the product? If, yes then
why?
Lack of communication
Lack of proper delivery
Profit margin
wastage of stock
None

Percentage
20%
40%
10%
15%
15%

-45-

12. SERVICE PROVIDED BY PEPSI DISTRIBUTOR

SERVICE STASTICS

PERCENTAGE

Excellent

42%

Good

27%

Average

18%

Poor

13%

Total

100%

-46-

Interpretation:Pie chart showing the service provided by Pepsi distributor. The service
provided by distributor is better as per survey, Excellent-42 %, Good27%, Avg-18%, Poor-13% gettint service.

13. FACTOR WHICH DIRECTLY AFFECTS THE SHARE

RATIO:FACTORS

VALUES

PERCENTAGE

Service

30

30%

Scheme

20

20%

Discounts

15

15%

Creadit Period

10

10%

Advertisement

15

15%

Rate Difference

10

10%

Total

100

100%

-47-

Interpretation:- With the help of Pie chart it is clear that major aspects
that affects to grab Pepsi its market share.

-48-

SWOT ANALYSIS
Strengths
Product diversity - PepsiCo has several hundreds of brands, which
include: carbonated and noncarbonated drinks, water, savory and whole
grain-based snacks. Product diversification strengthens PepsiCo because
it doesnt have to rely on few key products or seasonal sales and isnt
significantly affected by changes in customer tastes.
Extensive distribution channel - PepsiCo products are served to more
than 10 million stores per week in more than 200 countries.
CSR - The firm recognizes its role in a society and engages in education,
recycling, water usage reduction, obesity fighting and other projects
through PepsiCo Foundation, thus increasing its brand awareness and
customer loyalty.
Competency in mergers and acquisitions - The key to PepsiCo growth
is its successful mergers and acquisitions of beverage, bottling and snacks
companies. PepsiCo acquired such brands as Gatorade, Tropicana,
Doritos, Quaker Oats and many others.
22 brands earning more than $1 billion a year - The company doesnt
have to rely on one or two of its product to bring most of the revenues.
Instead, Pepsi has 22 brands that contribute significantly to its income,
serving different industries and satisfying various consumer tastes.
Successful marketing and advertising campaigns - More than $2
billion spent on advertising over 2012 resulted in PepsiCos growing
market share over its main competitors, including Coca Cola Company,
which spent even more on advertising.

-49-

Weaknesses
Low pricing - PepsiCo usually prices its products lower than its
competitors. Low price is associated with low quality and PepsiCo
products are usually perceived as ones.
Questionable practices - PepsiCo is using and selling tap water but
places view of mountains on its water bottle labels, thus deceiving people
that it is mountain spring water when it is not. PepsiCo has also been
criticized for using water in India with higher than allowed amount of
pesticides in it.
Weak brand awareness - The Coca Cola has the largest share market of
beverages in the world and much stronger brand awareness than Pepsi,
placing it at competitive disadvantage.
Too low net profit margin - PepsiCos net profit margin is 9.7%
compared to Coca Colas 18.55% and Nestls 11%.
Opportunities
Growing beverages and snacks consumption in emerging markets PepsiCo has made large investments in BRIC countries to expand its
market share as these countries represent the fastest growing food and
beverages markets in the world. If PepsiCo is successful it will increase
its revenues and global market share significantly. In addition, it will be
able to rely less on US market.
Increasing demand for healthy food and beverages - Due to many
programs to fight obesity, demand for healthy food and beverages has
increased drastically. PepsiCo has an opportunity to further expand its
product range with beverages and snacks that have low amount of sugar
and calories.
-50-

Threats
Changes in consumer tastes - Consumers around the world become
more health conscious and reduce their consumption of carbonated
drinks, drinks that have large amounts of sugar, calories and fat.
Water scarcity - Water is becoming scarcer around the world and
increases in both cost and criticism for PepsiCo over the large amounts of
water used for production.
Decreasing gross profit margin - PepsiCos gross profit margin was
decreasing over the past few years and may continue to decrease due to
higher water and other raw material costs.
Legal requirements to disclose negative information on product
labels - Some researches show that particular ingredients, consumed in
extra large quantities, in some of PepsiCo products could cause cancer.
For this reason, many governments consider to pass legislation that
requires disclosing such information on product labels. Products
containing such information may be perceived negatively and lose its
customers.
Strong dollar - More than 50% of PepsiCos income is from outside US.
Due to strong dollar performance against other currencies PepsiCos
income should fall.
Increased competition from Snyders - Snyders increase its US savory
snacks market share by 1.6% and almost all of it was taken from PepsiCo.

-51-

CHAPTER 5
CONCLUSION & SUGGESTION

-52-

CONCLUSION
During season the company undertake the activity of direct sales i.e. sales
man, loader, driver, visits outlets regularly twice in a week and attend the
smooth service to the customers. This activity is vital during seasonal
period only as during season the sales and the requirement of the products
is immense and need to be fulfilled regularly.
But during off seasonal this activity is to so effective as during off season
the sales are low as the customer requirements are not much as compared
to season. So it is suggested that instead of regular service, different
method should be under taken are:1) Weekly the sales man should visit the customer outlets and collect the
order and the payment and accordingly the activity of the delivery should
be undertaken on the same or next day. OR
2) Sales man should visit the outlet thrice in two weeks.
MERITS

Time saving activity.

Cost saving in transit.
Timely delivery to customer.
Positive response from the customers and sales man as well as
loaders.

DEMERITS
This method may fail if the customer is not able to predict the
future demand. i.e as the usual practice suggested that for every
transactions the empty carets are replaced by filled carets.
Customers may face financial problem during the payments against
delivery.

-53-

SUGGESTION
The salesman is an important factor in this all activities; salesman
should be given proper training to deal with customers and to solve
theirs difficulties in time.
Every scheme should be explained to each other and every outlet
before it is started.
Officer also control merchandiser should do his work properly.
Commitment is an important word in the market so care should be
taken about false commitment.
Officer and Salesman should make it share that visi should be
visible to consumer.
Market share always fluctuates every time with different schemes.
Prices charged by retailers are depending upon area and type of
outlets.
Attract customers to enrolled outlets by leaving the is visibility of
merchandising material and drive Pepsi drink age.
Time is a very critical factor. In my opinion, with all of these
factors taken into consideration any company should give any
company a good jump on market share.
If the system is properly followed and assisted by the activities like
sales promotion activity different kinds of contents, equipment
placement salesman monitoring and training then there is plenty of

-54-

opportunity to enhance the market share of Pepsi in the Patna

region.

-55-

ANNEXURE
QUESTIONNAIRE & BIBLIOGRAPHY

-56-

QUESTIONNAIRE
Q.1. How you aware about PepsiCo Products?
a) TV Ads

b) Existing Customers

c) Magazines

d) Friends

e) Internet
Q. 2. What is your perception about PepsiCo Products?
a) Best

b) Good

c) Ordinary

d) No Comment

e) Poor

f) Worst

g) Poorest
Q. 3. PepsiCo Products have good quality?
a) Strongly agree

b) Agree

c) Neither agree nor disagree

d) Disagree

Q.4.: Retailer Satisfaction with distribution channel of PepsiCo

Products?
a) Superb

b) Excellent

c) Good

d) Fair

Q.5.: Do you use PepsiCo Products?

a) Yes

b) No

Q.6. Do you think PeipsiCo products are more Quality & beneficial
than others?
a) Yes

b) No
-57-

Q.7. Why do you use PepsiCo Products?

a) Good price

b) Better Quality

c) Easily available

d) Diversified categories of

products
Q. 8. How many years have you been using PepsiCo Products?
a) 1-2 years

b) 2-3 years

c) 3-4 years

d) More than 4 years

9. What is the selling scale System of PepsiCo Products?

a) Excellent

b) Good

c) Fair

d) Poor

e) Very Poor
10. Which factor is most liked by you?
a) Pricing

b) Advertisement

c) Quality

d) Diversity

11. Do you remember any advertisement of PepsiCo products.

________________________________________________________.

12. Any new products or any improvement that you want.

___________________________________________________________
___________________________________________________________
13. Do you have any additional expectations about Pepsico Products.
___________________________________________________________
___________________________________________________________

-58-

BIBLIOGRAPHY
MARKETING MANAGEMENT PHILIP KOTLER,
V.S.RAMASWAMI & NAMAKUMARI.
RESEARCH METHODOLOGY Dr.C.R.KOTHARI.
Dr.DABUR RUSTAM
WEBSITE :o WWW.PEPSICO.COM

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