Tilak Maharashtra University, Pune: Sumit Kumar Sharma

TILAK MAHARASHTRA UNIVERSITY, PUNE
BY
SUMIT KUMAR SHARMA

MBA JUNE 2007-09
STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM
TMU CERTIFICATE
This is to certify that the project titled Study of Market Share & Distribution System carried out at PepsiCo India Holdings Pvt. Ltd. is a bonafide work carried out by Sumit Kumar Sharma of M.B.A (III SEM) Under Tilak Maharashtra University during the period 2007-09 .
HOD
Internal Examiner
External Examiner
CERTIFICATE FROM GUIDE

This is to certify that the project work titled Study of Market Share & Distribution System is a bonafide work carried out by Sumit Kumar Sharma a candidate for the M.B.A Examination of Tilak Maharashtra University, Pune under my guidance and direction
Signature of Guide:
Date: Place: Name:
Designation: Address:
Declaration__________________________________________
hereby declare that the project work titled Study of Market Share & Distribution System is an authentic work carried out by me at PepsiCo India Holdings Pvt. Ltd under the guidance of Mr. Rakesh Shukla (TDM) for
partial fulfillment of the degree of MBA, under the Tilak Maharashtra University, Pune (TMU) and this project has not been submitted anywhere else for the award of any degree or diploma.
Sumit Kumar Sharma
Contents.
Acknowledgement ............................................................................................................. 6 Executive Summary .......................................................................................................... 7 Chapter 1: Introduction 1.1 Indian FMCG Sector................................................................................................. 9 1.2 Indian Soft Drink Industry ...................................................................................... 13 1.3 A Brief Pepsi History.............................................................................................. 15 1.4 PepsiCo in India ..21 1.5Scopes&Objectives of Study23 Chapter 2:Review Of Literature ................................................................................... 24 Chapter 3:Research Project 3.1 Company Profile ..................................................................................................... 28 3.2 Organizational Structure .34 3.3Pepsicos Distribution System 35 3.4 Channels Channels of Distribution in Pepsico .. 36 3.5 PepsiCos Products ................................................................................................. 42 3.6 Retail Channel .43 3.7 4Ps of Pepsi in India ..44 3.8 Competitor ...51 3.9 Departments .54 3.10 Research Methodology ..54 3.11 SWOT Analysis .57 Chapter 4: Research Conclusions 4.1 My Findings ........................................................................................................... 59 4.2 Constraints/Limitations........................................................................................... 61 4.3 Recommendations................................................................................................... 62 Appendix-I:Pepsi langauage....................................................................................63 Appendix-II: Quitionairre.............................................................................................. 64 Bibliography .................................................................................................................... 65
Acknowledgement______________________________________
It is always pleasurable or feeling an excitement of doing work under guidance of teachers. I am grateful to Mr. Anurag Shrivastava (H.O.D) for his valuable an encouragement in my Academic endeavor. I am thankful to all faculty members, colleagues and respondent of Haldwani city whose cooperation helped me in completing my project.
take this opportunity to thank all the people who helped me with valuable inputs guidance and suggestions during my tenure of project, without which this report would not taken its shape.
I am beholden to my parents and other family member for their blessings and encouragement, Last but not least my sincere thanks to my mentor Mr.Rakesh Shukla (T.D.M) whose timely guidance and support at crucial juncture made the understanding of this project an enriching learning experience.
Sumit Kumar Sharma
Executive Summary_______________________________________________
COMPANY : Pepsi India Holdings Pvt. Ltd. TASK: A study to evaluate the Market share & Performance of Distribution System of PEPSI. CONTENT : After the economics reforms 1992 in India, PEPSI is one of the multinationals, which has carved its niche in the Indian market, understanding the need and efficiency of the worlds largest middle class population and making mesmerizing schemes, policies and offers. The soft drink industry is sure to enter a booming phase in near future and the drinks will be available any where. To dominate the market share, Proper strategy should be formulated, and for this a pulse of the market should be taken consistently, since there is no independent market research agency that tracks retail sales, so from time to time research projects are undertaken and this project was an endeavor in that direction, previously there was no competition in the Indian soft drinks market, but will all these companies coming in the Indian market, a huge competition was taken place with high voltage advertisement. Distribution network domination keeps on shifting from one company to another which is a crucial factor in gaining the Market Share. But it is almost a duopoly market. The industry is in the midst of mature phase and in which players are PEPSICO INDIA HOLDINGS PVT LTD. and COCA-COLA (INDIA) LTD. This project work reveals the performance of Distribution System in order to gain/loss a drive in Market share
METHODOLOGY: An exploratory research was conducted taking the owner / staff of the restaurant / outlets and the consumers as respondent. Both the primary and secondary data sources were used. A questionnaire was prepared to reveal the relevant primary data.
Personal interview method was also used to extract some personal information. Pepsi Website, Pepsi annual reports were used as secondary data. SUMMARISED FINDINGS : 1) Market Share. 2) Performance of Distribution system. 3) Availability of Promotional Equipments 4) Availability of cooling Equipments. 5) Attitude of restaurant/outlet holders towards Pepsi. 6) Problems faced by restaurateurs and their complaints.
RECOMMENDATONS : The findings of the research were collected, analyzed and recommendations were made in details, which have been mentioned in this project. I am sure; these recommendations will help Pepsi in improving its Market Share by making its Distribution System more effective.
Chapter 1-Introduction
1.1 INDIAN FMCG SECTOR:

The Indian FMCG sector with a market size of US$13.1 billion is the fourth largest sector in the economy. A well-established distribution network, intense competition between the organized and unorganized segments characterizes the sector. FMCG Sector is expected to grow by over 60% by 2010. That will translate into an annual growth of 10% over a 5-year period. It has been estimated that FMCG sector will rise from around Rs 56,500 crores in 2005 to Rs 92,100 crores in 2010. Hair care, household care, male grooming, female hygiene, and the chocolates and confectionery categories are estimated to be the fastest growing segments, says an HSBC report. Though the sector witnessed a slower growth in 2002-2004, it has been able to make a fine recovery since then. Growth Prospects: With the presence of 12.2% of the world population in the villages of India, the Indian rural FMCG market is something no one can overlook. Increased focus on farm sector will boost rural incomes, hence providing better growth prospects to the FMCG companies. Better infrastructure facilities will improve their supply chain. FMCG sector is also likely to benefit from growing demand in the market. Because of the low per capita consumption for almost all the products in the country, FMCG companies have immense possibilities for growth. And if the companies are able to take the consumers to branded products and offer new generation products, they would be able to generate higher growth in the near future. It is expected that the rural income will rise in 2007, boosting purchasing power in the countryside. However, the demand in
urban areas would be the key growth driver over the long term. Also, increase in the urban population, along with increase in income levels and the availability of new categories, would help the urban areas maintain their position in terms of consumption. At present, urban India accounts for 66% of total FMCG consumption, with rural India accounting for the remaining 34%. However, rural India accounts for more than 40% consumption in major FMCG categories such as personal care, fabric care, and hot beverages. In urban areas, home and personal care category, including skin care, household care and feminine hygiene, will keep growing at relatively attractive rates. Within the foods segment, it is estimated that processed foods, bakery, and dairy are long-term growth categories in both rural and urban areas. Indian Competitiveness and Comparison with the World Markets
The following factors make India a competitive player in FMCG sector: Availability of raw materials Because of the diverse agro-climatic conditions in India, there is a large raw material base suitable for food processing industries. India is the largest producer of livestock, milk, sugarcane, coconut, spices and cashew and is the second largest producer of rice, wheat and fruits &vegetables. India also produces caustic soda and soda ash, which are required for the production of soaps and detergents. The availability of these raw materials gives India the location advantage.
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Labor cost comparison Low cost labor gives India a competitive advantage. India's labor cost is amongst the lowest in the world, after China & Indonesia. Low labor costs give the advantage of low cost of production. Many MNC's have established their plants in India to outsource for domestic and export markets.
Presence across value chain
Indian companies have their presence across the value chain of FMCG sector, right from the supply of raw materials to packaged goods in the food-processing sector. This brings India a more cost competitive advantage. For example, Amul supplies milk as well as dairy products like cheese, butter, etc.
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1.2 INDIAN SOFT DRINK INDUSTRY:
The total soft drink (carbonated beverages and juices) market is estimated at 284 million crates a year or US$ 1 billion. The market is highly seasonal in nature with consumption varying from 25 million crates per month during peak season to 15 million during offseason. The market is predominantly urban with 25 per cent contribution from rural areas. Coca cola and Pepsi dominate the Indian soft drinks market.The soft drink market till early 1990s was in hand of domestic players like Campa, Thumps Up, Limca etc. But after the liberalization in 1992 and arrival of multinationals like Pepsi and Coke the market totally came under their control. Today India has beverages market of 8000 billion. Still these companies are seeking a high opportunity from this market In the aerated drinks segment, the per capita Consumption of soft drinks in India is 6 bottles compared to Pakistans 17 bottles, Sri Lanka's 21, Thailand's 73, the Philippines173 and Mexico's 605. The demand for soft drink in India is expected to grow at an annual rate of 10 per cent per annum between 2006-12 with demand at 805 million cases by 2011-12.
Regional Based Preference
The market preference of soft drinks is highly regional based. While cola drinks have main markets in Metro cities and Northern states of U.P., Punjab, and Haryana etc. Orange flavored drinks are popular in Southern States. Sodas too are sold largely in Southern States.
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Governments Move to The Industry
The government has adopted liberalized policies for the soft drink trade to give the industry a boost and promote the Indian brands internationally. Although the import and manufacture of international brands like Pepsi and Coke is enhanced in India, the local brands are being stabilized by advertisements, good quality and low cost. Still ,
they will have to cover a long way to complete with these big players in numbers of outlets as Coca Cola has 6.5 lakh outlets and Pepsi Cos distribution network has 6 lakh outlets across the country in the FY00 and is increasing every year. According to the soft drink industry, 90% of consumption is industrys plea to the finance ministry for a rationalization of excise duty.
Capital and Employment Intensive Industry
The beverage industry is highly capital and employment generating and supported various ancillary offshoots such as manufacturing and service unit-PET, bottle, creates and visi coolers, retailers etc. The extra production of every one million cases generates additional employment for 1300 people in the economy against this background it has sought removal of special excise duty (S.E.D.). The industry currently employs directly or indirectly 1.5 lakh people. The sales growth of two large players have been driven by a high level of promotions and price wars and increasing investments being made in expansion of the distribution infrastructure. The industry has received a large amount of F.D.I. In the country of almost Rs 4.7 bn (US$1bn)
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1.3 A BRIEF PEPSI HISTORY:

In 1893, Caleb Bradham,a young pharmacist from New Bern, North Carolina, begins experimenting with many different soft drink concoctions. Like many pharmacists at the turn of the century he had a soda fountain in his drugstore, where he served his customers refreshing drinks, that he created himself. His most popular beverage was something he called "Brad's drink" made of carbonated water, sugar, vanilla, rare oils, pepsin and cola nuts.
One of Caleb's formulations, known as "Brad's drink", created in the summer of 1893, was later renamed Pepsi Cola after the pepsin and cola nuts used in the recipe. In 1898, Caleb Bradham wisely bought the trade name "Pep Cola" for $100 from a competitor from Newark, New Jersey that had gone broke. The new name was trademarked on June 16th, 1903. Bradham's neighbor, an artist designed the first Pepsi logo and ninety-seven shares of stock for Bradham's new company were issued.
1898 - One of Caleb's formulations, known as "Brad's Drink," a combination of carbonated water, sugar, vanilla, rare oils and cola nuts, is renamed "PepsiCola" on August 28, 1898. Pepsi-Cola receives its first logo.
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1908 - Pepsi-Cola becomes one of the first companies to modernize delivery from horse drawn carts to motor vehicles. Two hundred fifty bottlers in 24 states are under contract to make and sell Pepsi-Cola.
1910 - The first Pepsi-Cola bottlers' convention is held in New Bern, North Carolina.
1920 - Pepsi theme line speaks to the consumer with "Drink Pepsi-Cola, it will satisfy you."
1934 - A landmark year for Pepsi-Cola. The drink is a hit and to attract even more sales, the company begins selling its 12-ounce drink for five cents (the same cost as six ounces of competitive colas). Caleb Bradham, the founder of Pepsi-Cola and "Brad's Drink," dies at 66 (May 27th 1867-February 19th, 1934).
1935 - Guth moves the entire Pepsi-Cola operation to Long Island City, New York, and sets up national territorial boundaries for the Pepsi bottler franchise system.
1936 - Pepsi grants 94 new U.S. franchises and year-end profits reach $2,100,000. . 1940- Advertisement specifically targeting African Americans. 1941 - The New York Stock Exchange trades Pepsi's stock for the first time. In support of the war effort, Pepsi's bottle crown colors change to red, white, and blue.
1942 - One on many company sponsored efforts to allow soldiers to communicate with friends or family. This record was made in New York City but often booths would be set up with mobile recording
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equipment that was bought to where the soldiers were.
1943 - Pepsi's theme line becomes "Bigger Drink, Better Taste."
1948 - Corporate headquarters moves from Long Island City, New York, to midtown Manhattan.
Pepsi receives its new logo, which incorporates the "bottle cap" look. The new logo is the fifth in Pepsi history.
1960 - Young adults become the target consumers and Pepsi's advertising keeps pace with "Now it's Pepsi, for those who think young."
1962 - Pepsi receives its new logo, the sixth in Pepsi history. The 'serrated' bottle cap logo debuts, accompanying the brand's groundbreaking "Pepsi Generation" ad campaign.
1964 - Diet Pepsi, introduced as America's first national diet soft drink. Pepsi-Cola acquires Mountain Dew from the Tip Corporation.
1965 - Expansion outside the soft drink industry begins. FritoLay of Dallas, Texas, and Pepsi-Cola merge, forming PepsiCo, Inc.
Mountain Dew launches its first campaign, "Yahoo Mountain Dew...It'll tickle your innards."
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1970 - Pepsi leads the way into metrics by introducing the industry's first two-liter bottles. Pepsi is also the first company to respond to consumer preference with light-weight, recyclable, plastic bottles. Vic Bonomo is named President of Pepsi-Cola. The Pepsi World Headquarters moves from Manhattan to Purchase, NY.
1974 - First Pepsi plant opens in the U.S.S.R. Television ads introduce the new theme line, "Hello, Sunshine, Hello Mountain Dew."
1978 - The company experiments with new flavors. Twelve-pack cans are introduced.
1980 - Pepsi becomes number one in sales in the take home market.
1981 - PepsiCo and China reach agreement to manufacture soft drinks, with production beginning next year.
1982 - Pepsi Free, a caffeine-free cola, is introduced nationwide. Pepsi Challenge activity has penetrated 75% of the U.S. market.
1984 - Pepsi advertising takes a dramatic turn as Pepsi becomes "the choice of a New Generation." Lemon Lime Slice, the first major soft drink with real fruit juice, is introduced, creating a new soft drink category, "juice added.".
1985 - After responding to years of decline, Coke loses to Pepsi in preference tests by reformulating. However, the new formula is met with widespread consumer rejection, forcing there-introduction of the original formulation as "Coca-Cola Classic." The cola war takes "one giant sip for mankind," when a Pepsi "space can" is successfully tested aboard the space shuttle. By the end of 1985, the New Generation campaign earns more than 58 major advertising and film-related awards. Pepsi's campaign featuring Lionel Richie is the most remembered in the country, according to consumer preference polls..
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1987 - Pepsi-Cola World Headquarters moves from Purchase to Somers, New York. After a 27 year absence, Pepsi returns to Broadway with the lighting of a spectacular new neon sign in Times Square.
1989 - Pepsi lunges into the next decade by declaring Pepsi lovers "A Generation Ahead."
1991 - Pepsi introduces the first beverage bottles containing recycled polyethylene
terephthalate (or PET) into the marketplace. The development marks the first time recycled plastic is used in direct contact with food in packaging.
1993 - Brand Pepsi introduces its slogan, "Be Young. Have Fun. Drink Pepsi." Pepsi-Cola profits surpass $1 billion. Pepsi introduces an innovative 24-can multipack that satisfies growing consumer demand for convenient large-size soft drink packaging. "The Cube" is easier to carry than the traditional 24-pack and it fits in the refrigerator.
1994 - Pepsi Foods International and Pepsi-Cola International merge, Creating the PepsiCo Foods and Beverages Company.
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1996 - In February of this year, Pepsi makes history once again, by launching one of the most ambitious entertainment sites on the World Wide Web. Pepsi World eventually surpasses all expectations, and becomes one of the most landed, and copied, sites in this new media, firmly establishing Pepsi's presence on the Internet.
1997 - In the early part of the year, Pepsi pushes into a new era with the unveiling of the GeneratioNext campaign. GeneratioNext is about everything that is young and fresh; a celebration of the creative spirit. It is about the kind of attitude that challenges the norm with new ideas, at every step of the way.
PepsiCo. announces that, effective October 6th, it will spin off its restaurant division to form Tricon Global Restaurants, Inc. Including Pizza Hut, Taco Bell, & KFC, it will be the largest restaurant company in the world in units and second-largest in sales.
1998 - Pepsi celebrates its 100th anniversary. PepsiCo. Chairman and CEO Roger A. Enrico donates his salary to provide scholarships for children of PepsiCo employees. Pepsi introduces Pepsi One - the first one calorie drink without that diet taste!
2005 - Pepsi invited to introduce new brand cola
2006- Indra Nooyi named Chief Executive Officer of PepsiCo as of October 1, 2006
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1.4 PEPSICO IN INDIA PepsiCo gained entry to India in 1988 by creating a joint venture with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC) and Voltas India Limited. This joint venture marketed and sold Lehar Pepsi until 1991, when the use of foreign brands was allowed; PepsiCo bought out its partners and ended the joint venture in 1994. Others claim that firstly Pepsi was banned from import in India, in 1970, for having refused to release the list of its ingredients and in 1993, the ban was lifted, with Pepsi arriving on the market shortly afterwards. These controversies are a reminder of "India's sometimes acrimonious relationship with huge multinational companies." Indeed, some argue that PepsiCo and The Coca-Cola Company have "been major targets in part because they are well-known foreign companies that draw plenty of attention."
In 2003, the Centre for Science and Environment (CSE), a non-governmental organization in New Delhi, said aerated waters produced by soft drinks manufacturers in India, including multinational giants PepsiCo and The Coca-Cola Company, contained toxins, including lindane, DDT, malathion and chlorpyrifos pesticides that can contribute to cancer, a breakdown of the immune system and cause birth defects. Tested products included Coke, Pepsi, 7 Up, Mirinda, Fanta, Thums Up, Limca, and Sprite. CSE found that the Indianproduced Pepsi's soft drink products had 36 times the level of pesticide residues permitted under European Union regulations; Coca Cola's 30 times. CSE said it had tested the same products in the US and found no such residues. However, this was the European standard for water, not for other drinks. No law bans the presence of pesticides in drinks in India. The Coca-Cola Company and PepsiCo angrily denied allegations that their products manufactured in India contained toxin levels far above the norms permitted in the developed world. But an Indian parliamentary committee, in 2004, backed up CSE's findings and a government-appointed committee, is now trying to develop the world's first pesticides standards for soft drinks. Coke and PepsiCo opposed the move, arguing that lab tests aren't reliable enough to detect minute traces of pesticides in complex drinks. On December 7,
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2004, India's Supreme Court ruled that both PepsiCo and competitor.
The Coca-Cola Company must label all cans and bottles of the respective soft drinks with a consumer warning after tests showed unacceptable levels of residual pesticides.[citation needed] Both companies continue to maintain that their products meet all international safety standards without yet implementing the Supreme Court ruling.[citation needed] As of 2005, The Coca-Cola Company and PepsiCo together hold 95% market share of soft-drink sales in India. PepsiCo has also been alleged[attribution needed] to practice "water piracy" due to its role in exploitation of ground water resources resulting in scarcity of drinking water for the natives of Puthussery panchayat in the Palakkad district in Kerala, India. Local residents have been pressuring the government to close down the PepsiCo unit in the village.
In 2006, the CSE again found that soda drinks, including both Pepsi and Coca-Cola, had high levels of pesticides in their drinks. Both PepsiCo and The Coca-Cola Company maintain that their drinks are safe for consumption and have published newspaper advertisements that say pesticide levels in their products are less than those in other foods such as tea, fruit and dairy products. In the Indian state of Kerala, sale and production of Pepsi-Cola, along with other soft drinks, has been banned. Five other Indian states have announced partial bans on the drinks in schools, colleges and hospitals. Highlights of PepsiCo in India: World leader - Convenient Foods and Beverages Revenues of more than $35 billion PepsiCo entered India in 1989 Available in nearly 200 countries and territories with More than 1,68,000 employees. Groups 37 bottling plants in India PepsiCo Founded in 1965 through the merger of Pepsi-Cola and Frito-Lay Annual exports from India are worth over U.S$60 million 16 are company owned and 21 are franchisee owned Generates direct employment for more than 4000 people in India and indirect
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employment for 60,000 people
1.5 SCOPES & OBJECTIVES OF STUDY:

Scopes
1)
The study will help the company to improve distribution system in a right direction in order to gain Market Share.
2)
The study can provide some vital information regarding the likes and dislikes of its consumers.
Objectives
1)
To study the Market Share of Pepsi and to plan & execute a share gain drive in Haldwani.
2)
To understand the effectiveness of Distribution System in order to gain Market Share.
3) 4) 5) 6)
To know the attitude of retailers towards the company. To know the reasons for dissatisfactions of the retailers. To study the different aspects of distribution channel adopted by Pepsi To find out the growth and potential of soft drink (PEPSI) in different outlets.
7) 8) 9)
To measure the effectiveness of this distribution satisfies the outlets. To find sale of Pepsi with the other products in different outlets. To find the availability of chilling equipments, ice chest, glow sings, dealer board, paintings & racks of different soft drinks companies & other requirements related to Pepsi.
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Chapter 2-Literature Review
Distribution (or place) is one of the four elements of marketing mix. An organization or set of organizations (go-betweens) involved in the process of making a product or service available for use or consumption by a consumer or business user.
The distribution channel

Frequently there may be a chain of intermediaries; each passing the product down the chain to the next organization, before it finally reaches the consumer or end-user. This process is known as the 'distribution chain' or the 'channel.' Each of the elements in these chains will have their own specific needs, which the producer must take into account, along with those of the all-important end-user.
Channels
A number of alternate 'channels' of distribution may be available:
Selling direct, such as with an outbound sales force or via mail order, Internet and telephone sales
Agent, who typically sells direct on behalf of the producer Distributor (also called wholesaler), who sells to retailers Retailer (also called dealer or reseller), who sells to end customers Advertisement typically used for consumption goods
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Distribution channels may not be restricted to physical products alone. They may be just as important for moving a service from producer to consumer in certain sectors, since both direct and indirect channels may be used. Hotels, for example, may sell their services (typically rooms) directly or through travel agents, tour operators, airlines, tourist boards, centralized reservation systems, etc. There have also been some innovations in the distribution of services. For example, there has been an increase in franchising and in rental services - the latter offering anything from televisions through tools. There has also been some evidence of service integration, with services linking together, particularly in the travel and tourism sectors. For example, links now exist between airlines, hotels and car rental services. In addition, there has been a significant increase in retail outlets for the service sector. Outlets such as estate agencies and building society offices are crowding out traditional grocers from major shopping areas.
Channel Decisions

Channel strategy Product (or service)<>Cost<>Consumer location
ManagerialConcerns
The channel decision is very important. In theory at least, there is a form of trade-off: the cost of using intermediaries to achieve wider distribution is supposedly lower. Indeed, most consumer goods manufacturers could never justify the cost of selling direct to their consumers, except by mail order. Many suppliers seem to assume that
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once their product has been sold into the channel, into the beginning of the
Distribution chain, their job is finished. Yet that distribution chain is merely assuming a part of the supplier's responsibility; and, if they have any aspirations to be marketoriented, their job should really be extended to managing all the processes involved in that chain, until the product or service arrives with the end-user. This may involve a number of decisions on the part of the supplier:

Channel membership Channel motivation Monitoring and managing channels
Channel membership
1. Intensive distribution - Where the majority of resellers stock the 'product' (with convenience products, for example, and particularly the brand leaders in consumer goods markets) price competition may be evident. 2. Selective distribution - This is the normal pattern (in both consumer and industrial markets) where 'suitable' resellers stock the product. 3. Exclusive distribution - Only specially selected resellers or authorized dealers (typically only one per geographical area) are allowed to sell the 'product'.
Channel motivation
It is difficult enough to motivate direct employees to provide the necessary sales and service support. Motivating the owners and employees of the independent organizations in a distribution chain requires even greater effort. There are many devices for achieving such motivation. Perhaps the most usual is `incentive': the supplier offers a better margin, to tempt the owners in the channel to push the product rather than its competitors; or a competition is offered to the distributors' sales
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personnel, so that they are tempted to push the product. Dent defines this incentive as a Channel Value Proposition or business case, with which the supplier sells the channel member on the commercial merits of doing business together. He describes this as selling business models not products.
Monitoring and managing channels

In much the same way that the organization's own sales and distribution activities need to be monitored and managed, so will those of the distribution chain. In practice, many organizations use a mix of different channels; in particular, they may complement a direct sales force, calling on the larger accounts, with agents, covering the smaller customers and prospects.
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Chapter 3 - Research Project
3.1 COMPANY PROFILE

Pepsi Co is a world leader in convenient foods and beverages. It has a turn over of $27 billion and has over 143,000 employees world over. It indulges in snacks business too after merging with Frito-lay, North America. Beverages and foods include Pepsi cola beverages, North America, Gatorade/ Tropicana, North America and Quaker Foods, North America. The brand is available in nearly 200 countries and territories. Its success lies on its superior products, high standards of performance , distinctive competitive strategies and high integrity of its people. For over 100 years Pepsi Co has produced some of the finest soft drink ads available anywhere in the world. From todays joy of Pepsi as sung by Britney Spears to yesterdays Nickel, Nickel (1939). Its ads are as memorable as the product they produced. The company has a bold commitment for its investors also. It provides an opportunity for growth and enrichment to its employees, its business partners and communities in which it operates. Pepsi Cos shares are traded principally on the New York Stock Exchange in the United States. In addition to this it is also registered in Amsterdam, Chicago, Swiss and Tokyo Stock Exchanges. Pepsi is committed to bring an environmentally responsible corporate citizen. It believes that with the leaps and bounds success in corporate world, protection of environment is essential. Hence, it encourages the conservation, recycling and energy use programs that promote clean air and water and reduce landfill waste. All employees are expected to assume responsibility as environmental stewards.
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MISSION
The main objective of the company is to provide best quality products to its consumer. Another objective is to provide healthy rewards to its investor, good reward to its employee and other investor and partners who financially help the company
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VISION
The vision of the company is to improve in all aspects in which they operate. By improving in social and economical environment, they want to make tomorrow better than today. Head quarter-Gorgon Present C.E.O. of PepsiCo India- Mr.Sanjeev Chadha Retirement age in Pepsico-65 years Employees-3000 Plat-40 Owned-20 Franchised-23
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THE PEPSI INDIA S JOURNEY IS A SUCCESS STORY:

Pepsi India is a 15-year-old company. In this short time frame it has come from now here to become the 3rd largest FMCG Company in India. Brand Pepsi is the 3rd largest overall brand in India. It is also the largest food and beverage brand.
PEPSI INDIAS TURN OVER (Rs MN):
50000 45000 40000 35000 30000 25000 20000 15000 10000 5000 0 PEPSI INDIA TURN OVER
1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005
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WORKING FOR PEPSICO
Powerful brand Market leader in brands Know and respected in every part of the world Passion for growth Drive growth through innovation Satisfy ever changing consumer needs Our focus on growth creates big challenges and financially.
Culture of shared principles

Pepsi has a unique and admirable culture a community of talented people guided by shared principles. With our informal, inclusive work environment, we make it easier to get things done, and we take pride in doing things the right way.
Commitment to results
At PepsiCo, we like to win, we are committed to bring market leaders and strengthening our go-to-market system all over to world at the PepsiCo results are recognize and rewarded.
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Pepsi Business
Pepsi company has worldwide operation in three fields:-
1. 2. 3.
Non alcoholic Beverage Snack Foods Fruits Juices
PEPSI COMPANY _______________________________________________ Non Alcoholic Beverage Tropicana Snacks Foods Lays Fruits Juices
Pepsi Companys India operations were established in 1988 as franchisee based under Pepsi-Cola international in India Pepsi operates as:
Pepsi Food ltd.
PepsiCo India Holdings Pvt. Ltd.
Pepsi India marketing Company
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Pepsi Cola is a world class company in Low margin, High volume business which means sales of high volume of the product in the order to be profitable and complete in the global market. COMPANY OWNED BOTTLING OPERATION [COBO} FRANCHISE OWNED BOTTILING OPERATION [FOBO]
3.2 ORGANIZATIONAL STRUCTURE:
Unit Manager
Territory Development Manager
Marketing Development Manager
Assistant Sales and Development Manager
Marketing Development Coordinator
Customer Executives
Sales Trainees
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3.3 PEPSICOS DISTRIBUTION SYSTEM
PepsiCos Plant Indenting

Primary Sale
Distributor
Market / Retailers
Secondary Sale
Consumer
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3.4 CHANNELS OF DISTRIBUTIONS IN PEPSICO

In order to make its products available at the right place at the right time in the market and at the right price, the sales department of the company pays major attention towards controlling the channel of distribution.
There are two ways of distribution, one as through Depot and other is through the Agency. Bottling Plant _____________________________________________________ Agency Depot Retailers Consumer Retailers Consumer
The product is distributed through the depot to the retailers and after the consumer. The whole area is divided into certain routes and according to them there delivery vans, Tempos Mahindra Champion, Tata 207 DI and Truck distribute the products to the retailers. There are no direct relation between distributor and its retailers. The retailers are selected by the distributor on the other hand there is no definite and fixed rules for the selection and appointment of retailers from the side of distributors. Anyone like the tea stall, Pan Bhandar, restaurant of any other shopkeeper can have the stall for the
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sale of soft drinks and they are called retailers or outlets owners. They have to give assurance to the concerned distributor for better sales and at the time of taking delivery they have to deposit the security amount that is charged for the empty bottle with specified retailers purchasing price.
Distribution is Critical
Right product Right place Right time Everyday
Growth strategy
Emerging markets Leading markets Critical mass markets Low share market
Local Growth strategy

Building infrastructure ahead of curve Bottling capacities Market equipment Strengthening bottler network Relationship Best practice sharing Training Reach & penetration in Rural, suburban markets Exploiting indirect distribution
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Consumer focused marketing program Events Packaging Discounts
Inverting the traditional pyramid

Support customer Support franchise bottlers Support employees
Focus on the front line

Employees who interface customers Key to our daily success Every other employee supports the front line
Each role matters

Each role matters to make PCI smoothly Each has a clear line of sight to the customer Each supports the work of serving the customer
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FRONT LINE Serve the Customer

Territory = Group of Customers
Territory coordinator
Customer representation
Account development representation
Territory development manager
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MARKET UNIT Execute Flawlessly

Market units = common geographical area
Plant manager
Marketing equipment manager
Unit manager
Market development manager
Human resource
Finance
Market unit
Market unit
Market unit manager
Market unit
Market unit
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BUSINESS UNIT Implement Resources & Support
Plant manager
Marketing equipment manager
Unit manager
Market development manager
Human resource
Finance
Market unit
Market unit
Market unit manager
Market unit
Market unit
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3.5 PEPSICOS PRODUCTS:
Following are main products of Pepsi co (India) Pvt. limited. Pepsi Mirinda Orange Mirinda Lemon 7 Up Mountain Dew Slice Mirinda Sorbet (Limited Edition) Pepsi Gold (Limited Edition) Pepsi Diet Lehar Soda Aquafina Tropicana Gatorade Lehar Namkeen Lays
Kurkure Uncle Chips Cheetos
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3.6 RETAIL CHANNEL:
Convenience Channel Grocery Channel Eatery Channel
Convenience channel includes different kiosks are which is convenient to general public.
Grocery channel includes different grocery shops .
Eatery channel includes different hotels, restaurants etc.
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3.7 4 PS OF PEPSI IN INDIA:

1) PRODUCT
The beverages product is divided in to two categories, Alcoholic and Nonalcoholic . This Non-alcoholic soft drink beverage market can be divided in to fruit drinks and soft drinks. Soft drinks can be further divided in to carbonated and non-carbonated drinks. Cola, lemon and oranges are carbonated drinks while mango drinks comes under non carbonated drinks. The 2nd category of segmentation is on the basis of products in to Cola products and Non-cola products. Cola products accounts for nearly 61-62% of the total soft drinks market. Pepsi, Coca-Cola , Thumps-Up, Diet Coke, Diet Pepsi etc comes in cola products. The non- cola products, which accounts for 36% is divided in four categories based on the type of flavors orange, cloudy lime, clear lime and mango. Unlike liquid juices and buttermilk, cold drinks have no nutritive value. They do not contain minerals, proteins or vitamins and all soft drinks excluding in Diet categories have up to 100- calorie energy. Soft Drinks in India by Pepsi Pepsi Cola Mirinda Orange Mirinda Lemon Mountain Dew 7UP Slice Aquafina Lehar Soda Diet Pepsi 200 ml, 300 ml, 2 liters, 330 ml (Can) 200 ml, 300 ml, 500 ml, 2 liters, 300 ml (Can) 200 ml, 300 ml, 500 ml, 2 liters, 300 ml (Can) 200 ml, 300 ml, 500 ml, 2 liters, 300 ml (Can) 200 ml, 300 ml, 500 ml, 2 liters, 300 ml (Can) 200 ml (tetra pack), 250 ml (bottle) 1 liter (pet) 300 ml (bottle), 500 ml (pet) 500 ml (pet), 330 ml (Can)
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2)
PRICE Pricing is one of the most difficult tasks for the soft drinks giants because there is not pricing specialist in the same sense, as there is an advertising specialist or a distribution specialist. It is because pricing is not restricted to one particular department. It is a complex decision considering all the department of a firm.
Study conducted by N.C.A.E.R. has shown that a 10% increase in soft drink price, leads to a demand reduction of over 17%. So one can imagine, how crucial is the pricing method in soft drink which must cover packaging cost, transportation cost, inventory cost, warehousing cost , advertising cost, insurance cost etc. It is not possible to get the actual information regarding the criteria used for pricing fixing because of its secret nature, however Pepsi has its pricing policy, which is a) To provide customer the rigid quantity and quality of products for the price paid. b) Price should cover the distribution cost, retailers profit margin and a number of other expenses. c) To compete with then other existing brands in the market.
While deciding the price of the soft drinks, the management of all the soft drinks sit together and works out a common price for the various volumes. Hence the price of Pepsi and Cokes competing brands are same.
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The retail prices charged by the Pepsi in the market for various years for a standard 300 ml bottle are:
Year 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007
Price (Rs.)/ Bottle (300 ml) 5.00 5.50 6.00 6.50 7.00 8.00 9.00 9.00 7.00 8.00 8.00 9.00 9.00 10.00 10.00
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3) Place / distribution The availability of the right brand, in the right place at the right time is the key for winning in soft drink business. Approximately 70% of the soft drink purchase is impulsive. It is uncertain because consumer behavior is not governed by brand loyalty. They may switch over to other brands in case company is failed to make available its brands in every area. So, the place/ distribution or the 3rd P of soft drink is the most challenging for its manufactures. In India, Pepsi prefers franchise owned bottling plants, It has some company owned bottling plants also. These plants follow its distribution through a) Depot System:
In this, the company dispatches the lot of its products and is stored in place called the depot. The staff is then responsible for maintaining the constant regular supply of soft drinks in the areas falling in its territory. The empty bottles, expired bottles etc return to depot only and not at the plant. Agency System :
b)
Under this system , the franchise company appoints its agency in a region which then looks after the demand and supply factor its territory. These agencies buy the product from the plant in some more rebate and concessions and then supplies to the dealers and retailers. These agencies have sales team of Sales executives, sales man and helpers for carrying the effective transaction with its dealers.
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c)
Retail Routes :
The whole Territory has been separated in different small areas. These areas are called routes. A route covers all the outlets in a specific region or locality. The salesmen along with two or three helpers with the help of a vehicle distribute the companys products on a particular route. Whole Sellers:
d)
Whole sellers are business entities that buy products from bottling plant primarily for resale or retail business. 4) Promotion :
The promotional activities of these business is said to be aggressive. The nature of this industry is such that it is impulse buying and customer can switch over from one brand to another most frequently as the competing brands of the two big giants are relatively almost similar in taste, price and feel. So, it is only ones promotions , which can keep reminding the consumers to buy ones product. Since the beginning, these two companies (Pepsi and Coke) have realized the taste of India for which Indians can spend the maximum time, money and energy they have. These are Cricket and Bollywood . Since the very start they are sponsoring test cricket and O.D.I s and signing the Bollywood stars and cricketers as a brand ambassadors for their products. The advertisement also keeps that much of weight and quality that they becomes the talk of the country soon. The ad of Pepsi Oye Bubbly grabbed very high popularity. Its ring tones and full version of the song is also available in Internet, F.M. and audio C.Ds
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In addition to this, the company also provides some marketing materials, which can keep the dealers and retailers happy and satisfied, as well as act as a promotion tools for the company. These are Visicoolers, Iceboxes, Display racks, glow sign,
Trolleys, Umbrellas, Display Shots, Fridges etc. In some restaurants, Pepsi has provided good quality item menus with its logo on them. Some international events of Pepsis promotion 1992 : Celebrities join consumers, declaring that they Gotta Have It The interim campaign supplants Choice of a New Generation as work proceeds on new Pepsi advertising for the 90s. 1993 : Be 1995 : Young, Have Fun, Drink Pepsi advertising starring basketball
superstar Shaquille ONeal is rated as best in the U.S. America raves over the new Nothing Else Is A Pepsi advertising
campaign. The commercials achieved the highest popularity ratings ever and win top honors at the prestigious Cannes Advertising Festival. Pepsi is now the Choice of a New Generation in 195 countries around the world. 1996: The Nothing Else Is A Pepsi campaign makers its point in a memorable way when Security Camera catches a competitors salesman preferring Pepsi. Lucas film and Pepsi agree to a long-term partnership for the Star Wars films and sequels. 1999: The Joy of Cola new advertising campaign for brand Pepsi features the voices of actors Marlon Brando, Isaac Hayes and Queen of Soul Aretha Franklin. 2000: Among those doing the Dew is hip-hop artist Busta Rhymes, and Aquafina launches its first-ever television advertising campaign.
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2001: The popular Joy of Cola tagline gets an update, becoming the Jopy of Pepsi. Three months later, Britneys own version of the Joy of pepsi. 2002: Pepsi Cola teams up with the National football League, becoming its official soft Drink Sponsor.
* Pepsi declares, Its a blue thing and unveils Pepsi Blue in July. A fusion of berries with a splash of cola, the blue-hued soft drink is created by and for teens. Through nine months of research and development, Pepsi asks young consumers what they want most in a new cola. Their response: Make it berry and make it blue. 2004: Pepsi unveils five new TV commercials for Pepsi and Sierra Mist on Super Bowl XXXVIII, making this the 19th straight year that Pepsi has advertised in the big game.
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3.8 COMPETITOR:
It has been well known by Pepsi that it is really hard for any domestic brand of any country to be a challenges for it but it in only Coca Cola, which is the major threat for its business. Pepsi was launched in India in 1990 and Coke came to India two years later (1992). By this time Pepsi had built up its distribution network and bought out a number of bottling plant. Pepsi already had a first movers advantage and had already built its brand image in the mind of the Indian consumers and the youth. One big mistake Coca Cola did is that it promoted and advertised its product focusing urban areas, alienated the rural consumer. However Coke is changing its strategy. The Companys new strategy of smaller bottles, price cuts and advertising that straddles cities and villages, pushed its turnover last year by a quarter to nearly$1.1 billion. The overall sale of Coke is far higher than Pepsi but that is only because of the local brand Thumps Up and Limca which Coke had tried to kill them off in the mistaken belief that this would pave its way to success in the beginning but due to the form brand positioning and brand loyalty of Indian consumers, it failed to do so and bought a number of established brands by paying high price for the then market leaders.
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PEPSI VS COKE 1) Bottling System Pepsi and Coke have a policy of marketing its beverage products through two techniques a) b) Company owned bottling operation (COBO). Franchisee owned bottling operation (FOBO).
In COBO techniques, the company supplies the concentrates and beverages based used to make its product and provides management assistance to help its bottlers
ensure the profitable growth of their business. Product manufacturing, quality control, plant and equipment design, marketing and personal training are just few of the areas which the company shares its expertise. In FOBO technique, brand and technical support is provided by the company but the concentrates and beverage bases are indigenous. Also the brand promotion in the respected geographical areas is the responsibility of the franchise company itself. Coca Cola goes for COBO while Pepsi prefers FOBO technique. 2) Products
Soft drinks
Pepsi 7 Up Mirinda Lemon Mirinda Orange Slice Mountain Dew
Coke Sprite Limca Fanta Mazza
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MineralWater
Aquafina
Kinley
Soda
Leher
Kinley
Mountain Dew of the Pepsi co and Thumps Up of Coca Cola has a separate defined market.
3) Other Coke Total investment New Investment Number of employees Number of owned bottling Plant Number of franchise Number of fountains New Plant Planned Rs 250 Crore Rs 2400 Crore 1400 32 54 1500 06 Pepsi Rs. 500 Crore Rs. 300 Crore 2400 25 15 4000 Nil
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3.9 DEPARTMENTS IN PEPSICO INDIA HOLDINGS PVT. LTD:

HUMAN RESOURCES MARKETING MANUFACTURING PURCHASE ACCOUNTS QUALITY CONTROL SHIPPING
3.10 RESEARCH METHODOLOGY:
Marketing research is the systematic & objective investigation analysis of information to the identification & solution of any problem in the field of description & analysis inputs necessary for effective working.
Marketing research may be of two types: 1. Desk Research 2. Field Research
1. DESK RESEARCH: --- It consists of all secondary data which are collected from the company record, Govt. publication libraries, survey or report of different agencies.
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2. FIELD RESEARCH: --- It consists of all primary data which are collected by following method.
1) Post Interviews 2) Telephone Interview 3) Personal Interview 4) Group Interview METHODS OF DATA COLLECTIONS
Data was collected through structured Data Sheet Provided by the PepsiCo India Holdings Pvt. Ltd. I have made the personal discussion with the various departments of organization help me getting detailed information about my task. I have gone through the market observation in which I did the extensive survey on various outlets of different routes in Haldwani and collected the information and data. I have also collected the data through primary and secondary data. PRIMARY DATA: --For the collection primary data, we have divided the whole city into territories.
These are:1. Outlets of all city, restaurants, pan shops, juice corner. 2. Entire area of HALDWANI
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SECONDARY DATA: --We collected it from various sources:1. Offline documents 2. From internet www.pepsico.com leading newspapers and magazine India Today, Times Of India, Economic Times.
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3.11 SWOT ANALYSIS
S W O T
STRENGTHS WEAKNESS OPPORTUNITY THREATS
STRENGTHS:-Strong brand name Strong cold drink Company in India and U.S.A. Glamorous, attractive and effectiveness local and national advertisement company. Strong distribution channel Wide brand verity to face the competition and face serve the masses Attractive sales promotion schemes. Excellent product design.
WEAKNESS:-Companys representatives have failed to convince retailers for selling other brand of Pepsi. Some retailers have not been aware of scheme. Pepsi did not available according to demand. Less grievance handling.
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OPPORTUNITY:-The per capital consumption in India will increase Per capital is also increasing. Rate of social is increasing. The future of FMCGS in India is very bright.
THREAT:--
It has a continuous threat from Coca Cola as well as various other local soft drinks. Its Mirinda Lemon brand is striving hard to complete with its biggest rival Limca but being a very old brand, Limca is sticked ton the top in the lemon category. Coke has a major market than Pepsi among the teenagers as well as the students.
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Chapter 4 - Research Conclusions
4.1 MY FINDINGS:
Eatery system helps Pepsi to increase their sales in Haldwani(Belissma Traders) Most of the outlets like the offer of eatery & grocery, so thats why the market share of coke is more than the comparison of Pepsi. I visited near about 370 outlets & I found the customers are not satisfied with the performance of the distribution. After analysis of survey I come to know that most of the Outlets associate themselves with Coke in comparison to PEPSI. The potential market of cold drinks in HALDWANI is high but the Pepsi loose their market due to distributors loose performance. The survey shows that the coke is market leader & Pepsi is market challenger. The survey shows that the Market share of Pepsi is 49.73 & the Cokes is 50.27. The survey shows that there is 58% cooling equipment of outlets, while Pepsi has provided 39% cooling equipments to outlets & coke provided 34% cooling equipments.
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The Demand of Dew & Mirinda (Pepsi) is more than the other brand of Pepsi & its also competitors of cokes Thumps up & Limca.
Coke is giving more facilities like glow sign, dealer board & painting, openers etc. Max. Outlets are interested to sell cold drinks but they want to have the facility of cooling equipment. The late deliveries of the products to the outlets by the distributors are also responsible the decrement market share of Pepsi. After survey I came to know that the many retailers are not happy with the companys support and think that company is no more taking interest.
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4.2 LIMITATIONS : During research certain limitation came in many ways which are below: Time:Seven weeks are not sufficient to cover the various aspect outlines in study because the area of research is wide and span of time was very short. So it was not possible to go deep in study. Money:Personal survey method is highly expensive method as well as time consuming. Being a student it is not possible to spend much money because I was also deprived from stipend. Secrecy:It has to be mentioned in case of official data. So it was difficult to get relevant data from the office. Response:During survey I found some people (Outlets and distribution) refused in answering because they had no interest in such sort of work what consumed their precious time, but after being convinced by me they agreed to give answer. Transportation:In these areas the transportation was also interrupted the survey.
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4.3 RECOMMENDATIONS:
During my research I analyzed the behavior between dealer and distributor. According to me company should follow these Recommendations.
Every dealer plays an important role in distributing the product in the market so selection of good distributor affects the sales. Every dealer must have good sales men because they help the distributor in promoting the sales and their behavior with the customers must be good. Supply of the product must be regular because in absence of products customers may purchase other brands (coca cola) which will affect the sales. The customer executive must visit the retailers regularly, consult their problem, and solve them. Company should provide full support and help to the customer executive in promoting the sales Company must try to find new customers in their sales area regularly. Company must provide new schemes and facilities to the dealers and customers before any other company (coke). The best dealer must be award by the company management for his work and support in increasing the sales of the company product because it also increases the confidence level of the dealer. Most important thing is the distribution of the cooling equipments on time after submitting the D.D by the Retailer, because in absence of cooling equipment Retailer may go to the others(Coke). Cooling equipment must be repair by the company on time. Dealer board, glow sings, racks, should be provided to each Retailer. Company must take care of small retailers like pan shop, tea stall and small
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eatery shops.
Annexure 1____________________________________________________
PEPSI LANGUAGE: A DISTRICT: It is a geographical area which includes a number of outlets. A ROUTE: Is a set of outlets called on by a salesman per day. CALL FREQUENCY: Is a number of times, an outlet is scheduled to be called on by a salesman in a week. A CALL: Is the communication which takes place between the seller and the buyer. SELLING: The active attempt of a salesman to sell the consumer. LODING: Is the keeping of product on the truck at the plant and warehouse. DELIVERY: Physically delivered of the product to the buyer MERCHANDISING: Activity in an outlet carried out to make the product more visible, accessible and convenient to the consumer. PRIMARY DISPLAY: Is the main beverages usually in the store self. SECONDARY DISPLAY: Is an additional opportunity to display Pepsi product and increase impulse sales. FLOOR DISPLAY: Creates staked on the floor to improve visibility and accessibility of the product. PROMOTIONAL DISPLAY: Is specially done to draw attention to new packs, product promotion and special offers done in a shop window product arranged attractively using POP material. POP: Point of purchase (POP) is marketing material used in outlet to bring additional attention to the products.
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Annexure 2____________________________________________________
Questionnaire:
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BIBLIOGRAPHY
1. PEPSI-COLA COMPANY, A DOMESTIC HISTORICAL OUTLINE. JAMES

JONSAN, Chicago, IL. 1984.
2. The
other guy blinked how Pepsi won the cola wars. Roger Enrico. Jesse
Kornbluth, bantam books, 1986.
3. Pepsi-cola collectors club newsletters, bob Stoddard, editors, Covina, 1984 to

1988.
4. Marketing management 12th Edition-Philip Kotler. 5.

www.pepsico.com
6. www.google.co.in 7. www.wikipedia.org 8. The PepsiCo Sculpture Gardens by Donna Stein, Malcolm Varon.
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TILAK MAHARASHTRA UNIVERSITY, PUNE

SUMIT KUMAR SHARMA

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

CERTIFICATE FROM GUIDE

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

Sumit Kumar Sharma

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

Sumit Kumar Sharma

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

1.1 INDIAN FMCG SECTOR:

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

Presence across value chain

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

1.2 INDIAN SOFT DRINK INDUSTRY:

Regional Based Preference

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

Governments Move to The Industry

Capital and Employment Intensive Industry

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

1.3 A BRIEF PEPSI HISTORY:

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

equipment that was bought to where the soldiers were.

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

1943 - Pepsi's theme line becomes "Bigger Drink, Better Taste."

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

2005 - Pepsi invited to introduce new brand cola

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

employment for 60,000 people

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

1.5 SCOPES & OBJECTIVES OF STUDY:

To understand the effectiveness of Distribution System in order to gain Market Share.

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

Chapter 2-Literature Review

The distribution channel

Channel strategy Product (or service)<>Cost<>Consumer location

Channel membership Channel motivation Monitoring and managing channels

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

Monitoring and managing channels

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

Chapter 3 - Research Project

3.1 COMPANY PROFILE

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

THE PEPSI INDIA S JOURNEY IS A SUCCESS STORY:

PEPSI INDIAS TURN OVER (Rs MN):

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

WORKING FOR PEPSICO

Culture of shared principles

STUDY OF MARKET SHARE AND DISTRIBUTION SYSTEM

Non alcoholic Beverage Snack Foods Fruits Juices

Pepsi Food ltd.

PepsiCo India Holdings Pvt. Ltd.