COMPARATIVE ANALYSIS IN CURRENT MARKET SCENARIO with special reference to

A Project report On

In support of partial fulfillment of Post graduate diploma in Management

Submitted To: Submitted By:
Mr. H.S.RANA VARUN KUMAR MDC PGDM 2007-09

Sinhgad institute of business administration & computer Application

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410401

Lonavala2007-2009

PREFACE
The Companies that best satisfy their customer will be the winners. It is the special responsibility of marketers to understand the need and wants of the market place and to help their companies not merely looking for sales, they are investing in long term, mutually satisfying customer relationships based on delivery quality, service and value. Philip Kotler Summer Training is a necessary part for fulfillment of PGDM course. The Summer Training has given a chance to try and apply the academic knowledge into the Business Environment and gain insight of Corporate Culture.

I undertook my training at Varun Beverages Ltd, a leading Bonier and Marketing partner of the PepsiCo. PepsiCo, Varun Beverages is a Franchise Owned Business Operations (FOBO) type of organization. According to the sales promotional strategies, there are various sales promotional activities which include sales promotional schemes that attract the potential customers who are eager to make PepsiCo as their brand of choice.

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The effectiveness of the sales promotional strategies of the East Delhi region has been the major reason for the customers, especially the retailers, to get attracted and to increase their sales and its market share.

ACKNOWLEDGEMENT
Any work visible is not the effort the presenter only, but there are many others behind the camera and my report also is not an exception to this. So, in the process of recognizing the efforts of those behind the scene, I take immense pleasure in thanking VARUN BEVERAGES LTD, New Delhi for their permission to do this project in this esteemed organization. I take this opportunity to express my deep gratitude to Mr. Manmohan Rupal Paul (Unit Manager), Mr. H.S.Rana (Marketing Development Coordinator) and Mr. Neeraj Upadhyay (Territory Development Manager) for their invaluable guidance, inspiration and of course moral support through my project session. I would like to pay my cordial thanks to Mr. Abhishekh Saxena (Customer Executive), Mr. Kapil Mahajan (Customer Executive) and Santosh Modi (Senior Marketing Executive) for their continuous guidance, keen interest, co-operation, ideas and suggestion throughout the project. I would also like to express my whole hearted thanks to the Staff Members of the Gupta Cool Company (GCC) who provided me with

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their support and all the resources that they could get for me to complete the project. I am deeply indebted to Dr. H.D Thorat (Director) and Prof. Sachin Vankhede of Sinhgad Institute of Business Administration & Computer Application (SIBACA) , for giving me the opportunity for this project and I am thankful for giving me the support & guidance throughout this project .

VARUN KUMAR (PGDM) 20 07-2009

CONTENTS
S.No. Particulars 1 Executive Summery 2 Introduction 3 Objective of the Study

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4 History of Pepsi 5 . Company Profile 6.. Hierarchy of marketing department 7. . Routine activities of Sales Man 8. ..Advertising 9. .Punch lines 10. .Celebrities 11. .. Product positioning 12. . SWOT Analysis 13. Field Work 14. Comparative Situation 15. .Research methodology

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16.. .Questionnaire 17 .Data interpretation 18. .Finding and observation 19. ..Recommendations 20. ..Conclusions 21. ..Bibliography & Appendix

EXECUTIVE SUMMARY
The project analyzes the marketing mix in soft drink industries. It also analyzes the asset utilization in the market. Through this project, I came to know as to how the marketing mix plays an important role in soft drink industries. Pepsi and its competitor Coca Cola adopted similar marketing mix strategy. Both of the soft drink companies have same product line and prices also quite match and the other tool of marketing mix Place. Through this project I came to know. I also came to know various problem faced by shopkeepers with respect to non availability of glow sign board, crack bottles, chilling equipments and some other small problems. During my survey shopkeepers were completing about non availability of promotional schemes with respect to its competition. On the basis of data analysis the market share of Pepsi come to 56% and its competitor Coca cola holds 44% % of market share. (NAND NAGRI).The basic difference in the percentage is due to taste and preferences of the

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customer. The sale also depends on the owner of the shop. MOUNTAIN DEW and SLICE is the market king whose sale is max because its strong and great taste among youngsters. Pepsi also launched a new orange juice based drink, which is known as TROPICANA TWISTER, this product is lying in introduction stage of its PLC (Product life cycle). It is a substitute of cokes orange juice MINUTE. I would like to suggest & request on behalf of the sellers that Company should provide boards, glow-sign board, counters and chilling equipments to maximum possible Shops. If Company considers this request the sale of not only shops but also the companys sales will also increase. I delivered some conclusions about certain important issues through my project report this could be of a great help to the Company. As we know that there is cut throat competition between Pepsi and Coke. Pepsi should give prompt response to suppress the sale of CocaCola by giving proper schemes and discount to retailers at right time at right place in right ways. This ultimately helps to increase the sale of Company.

INTRODUCTION
PEPSICO is a world leader in convenient foods and beverages, with revenues of about $30 billion and over 153,000 employees. The company consists of the snacks business of Frito-lay North America and the beverage and food business of Pepsi co Beverages and foods, which includes PEPSICO Beverages North America (Pepsi-Cola North America and (Gatorade/Tropicana North America) and Quaker Foods North America. PEPSICO success is the result of superior products, high standards of performance, distinctive competitive strategies and high integrity of our people. PEPSICO beverages business was founded at the turn of the country by Caleb Brad ham, a New Bern, North Carolina druggist, who first formulated Pepsi-Cola. Today consumers spend about $33 billion on Pepsi-Cola beverages. Brand Pepsi and other Pepsi-Cola products---including Diet Pepsi, Pepsi, Mountain Dew, Slice, Mirinda, 7up, Twister,

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Aquafina and Mug brands-account for nearly one-third of total soft drinks in the United States, a consumer market totaling about $60bn. The main purpose of the sales promotion is to encourage purchase of product or services above a target level by temporarily improving their value to the purchase or user sales promotion address the product to the prospect in the short term or instant decision making process. This project deals with the sales promotion strategies of VARUN Beverages Ltd in East Delhi and its effects sales.

Objective of the project

This project was undertaken because the company wanted to evaluate the competitive strength of Pepsi with respect to the marketing mix in soft drink industries with respect to competition and to get a feedback on the asset utilization in the market place and how it can be used more effectively to yield better results such as Analysis of the promotional schemes of PepsiCo (VARUN BEVERAGES LTD) in EAST DELHI. Impact of schemes on sales.

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To give recommendations for new promotional programs. To analyze the proper functioning of programs (schemes). To check out the display of PEPSI. To study the factors which are essential to attract the customers. Types of distribution channels adopted by company. To know effectiveness & attitude of salesmans. To find out percentage facilities provided by company e.g. - Rack, Fridge, Hanger, Paintings, Sign Boards, danglers, etc.

HISTORY OF PEPSI
Pepsi-Cola was first made in New Bern, North Carolina in the United States in the early 1890s by pharmacist Caleb Brad ham. In 1898, Brads drink was changed to Pepsi- Cola and later trademarked on June 16, 1903. There are several theories on the origin of the word PEPSI.

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The only two discussed within the current PepsiCo website are the following: Caleb Brad ham bought the name Pep Kola from a local competitor and changed it to Pepsi-Cola. Pepsi-Cola is an anagram for Episcopal - a large church across the street from Brad hams drugstore. There is a plaque at the site of the original drugstore documenting this, though PepsiCo has denied this theory.

Another theory is that Caleb Brad ham 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. As Pepsi was initially intended to cure stomach pains, many believe Brad ham coined the name Pepsi from either the condition dyspepsia (stomach ache or indigestion) or the possible one-time use of pepsin root as an ingredient (often used to treat upset stomachs). It was made of carbonated water, gar, vanilla, rare oils, and kola nuts .Whether the original recipe included the enzyme Pepsi is disputed. In 1903, Brad ham moved the bottling of Pepsi-Cola from his drugstore into a rented warehouse. That year, Brad ham sold 7,968 gallons of syrup. The next year, Pepsi was sold in six-ounce bottles and sales increased to 19,848 gallons. In 1905, Pepsi received its first logo redesign since the original design of 1898. In 1906, the logo was changed again. In 1909, automobile race pioneer Barney Old-field endorsed Pepsi-Cola in newspaper ads as A bully drink...refreshing, invigorating, a fine bracer before a race. In 1929, the Pepsi-Cola Company went bankrupt - in large part due financial losses \Assets were sold and Roy C.Megargel bought the Pepsi trademark. Eight years later, the company went bankrupt again. Pepsis assets were then purchased by Charles Guth, the President of Loft Inc. Loft was a candy manufacturer with retail stores that contained soda fountains. He sought to replace Coca-Cola at his stores fountains after Coke refused to give him a discount on syrup. Guth then had Lofts chemists reformulate the Pepsi- Cola syrup formula.

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Type_________________________________________________________Cola Manufacturer___________________________________________ Pepsi Co.lnc Introduced ____________________________________________________1903 Related products__________________________________ Coca-Cola, RC Cola Country of Origin________________________________________ United States Pepsi-Cola is a soft drink commonly called Pepsi, which is produced and manufactured by PepsiCo. It is sold worldwide in stores, restaurants and from vending machines. The drink was first made in the 1890s, by pharmacist Caleb Brad ham. The brand was trademarked on June16, 1903. There have been many Pepsi variants produced over the years, including Diet Pepsi, Pepsi Max, Pepsi blue, Pepsi Gold, Pepsi Jazz and Pepsi Next.

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Company profile
PepsiCo engaged with various kind of operations .So some of them is being focused in this project such as: The three main teams in the in the production and the distribution of the carbonated soft drinks are the concentrate producers, the bottlers and the retailers who are actually responsible for the sales of the product. The concentrate producers produce the concentrate and them sell it to the bottlers, who adds a sweetener to the carbonated water and then pack it in the bottles and cans. These bottlers can be either the Pepsi itself or the franchisees who work on the behalf of Pepsi. One half of the sale of the Pepsi is through the company owned bottlers (COBO) and other half of the sale is through the franchisees bottlers (FOBO). FOBOs had the right to the product and then sells it in the defined territory and is not allowed to market the competitive brand. Then through the distribution channel the product reaches to the retailer who finally sells the product to the consumer. The principle retail outlets for the CSD are the supermarkets, convenience stores, fountain services and thousands of small outlets.

Purchase and consumption pattern

Industry research suggests that the purchase of the soft drink is unplanned, i.e. sometimes it is more and sometimes it is less depending on the demand in the market, the schemes that are provided to the retailers, the displays provided, and the incentives given and on the relationship of the salesman and the retailers. The sale of soft drinks is a seasonal affair. The sale increases tremendously during the summer season and falls down during the winter season. But we can say undoubtedly that the demand of Pepsi is round the year either big or small because it not only satiates the thirst but consuming Pepsi is also a fashion among the youngsters and a status symbol among them.

How Pepsi being manufactured?

Water; the water is available through the municipal supplies or through Water the borings. This water is then treated by reverse osmosis process to obtain germ free water. The water is also treated with some chemicals so that the water that is obtained is pure and ready for consumption. The water is also passed through the sand in order to filter it. This water thus obtained is soft and can be used for manufacturing process of the

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carbonated soft drinks. The same water is also used for washing of the used bottles. Sugar syrup preparation: The next step is the preparation of the preparation: sugar syrup, which is further used to prepare the final concentrated syrup. In this the sugar is added to the germ free water and heated to about 85 degrees of temperature in a steam jacketed stainless steels tank of adequate capacity with an protester, so that the sugar gets well dissolved in the syrup. The solution is boiled for about 20 minutes so that the syrup gets bit thick. This also kills the germs present in the water; the syrup is then filtered through the filter press at a high speed so that further impurities can be removed from the syrup. Then this syrup is cooled to a definite temperature with the help of a S.S (stainless steel) Plant Heat Exchanger. Processed syrup: In the preparation of the processed syrup, additional water is added to the raw syrup in the correct quantity along with some essence. The solution is mixed thoroughly with a protester provided in the S.S tank and allowed to mature according to the specified time limit. This time differs for each flavor. Beverage preparation: In this step the ready syrup is passed through the intermix unit where more water is added to the syrup to prepare the final product. Now this beverage is chilled to a very low temperature and is pumped into the saturator carbonator. Carbonator is the stainless steel vessel consisting of a number of S.S film plates. This vessel is a pressure vessel where high pressure is maintained, so that the C02 gets well mixed with the cold water. The S.S plates forms a very thin film of the beverage on the plates. After this the beverage is filled in the glass bottles under high pressure, so that no air remains inside the bottles because this can spoil the soft drink. Filling: Filling of the beverage in the bottles is done through the automatic counter pressure filters, which fills the bottles at a high speed, and the bottles are crowned with the caps automatically. Cleaning of the bottles: Washer, which consists of the soaking compartments. These compartments contain caustic soda and a number of jets where soft and hot water is dispensed. Bottles, which come back from the markets, are washed with the help of bottle caustic soda solutions are used to clean the bottles. These cleaned bottles are then inspected before they go for refilling. They are passed through the bottle conveyer process. Then they are passed through the Lim-Light inspection machine and then through the Mit-Mirror machine for finding out the cracks. After all these inspection the bottles are sent for

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refilling .The bottles are again checked and then packed in the group of 24. Quality Control (QC): The success of any industry depends on the quality of the product it provides. Therefore quality measurements are done on each step in order to ensure that the product that finally reaches the consumer is fit for consuming. The packed bottles are checked for the gas content, sugar content, organic and for the microbiological quality. Here the quality invariable remains the constant because of the continuous on - line checking.

Common terms used in PepsiCo

RGB (refilled glass bottles): This term is generally used for the 300ml and 200 ml glass bottles. Bank: This term refers to the entire bottling group. Can: An aluminum container in which the beverages are packaged for sale. Crate: A durable box made of durable plastic (thermostatic plastic) which is used to contain the bottles. Pet: A durable and disposable plastic bottle which can contain up to 2.5 liters of beverage. Consumer: Someone who consumes the products. Cooler: Mechanically refrigerated unit that cools the glass bottles and the pet bottles. Crown: The steel closure, which seals the bottles. Customer: A retailer or dealer who sells or serves products directly to the consumer. Route: The sequence of shops and the retail shops that the salesman has to cover every day in order to complete his job. Wholesaler: Business entity, which buys products from the producers for resale to the retailers. They have their own defined routes, the salesman from the company are not allowed to cover them.

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Overall profile of PepsiCo from birth

Pepsi are continuously striving for synergy between technology, system and human resources to provide product and service that meets the quality, performance and price aspirations of our customer while doing so, we maintain the highest standards of ethics and societal responsibilities innovate product and processes, and develop team that keep the momentum going to take the company to excellence in the new millennium.

Formation of Pepsi NEW BERN, NORTH CAROLINA COAST on the spot in his pharmacy, Caleb bard ham invented brads drink which later he planted as Pepsi-cola. Donald M. Kendall. President and Chief Executive Officer Of Pepsi-Cola and Herman W.Lay, Chairman and Chief Executive Officer of Frito-Lay found 1965 Pepsi co, Inc., through the merger of two companies. Caleb Brad ham, a New Bern, N.C. pharmacist, created Pepsi Cola in the late 1890. Frito- lay, Inc. was formed by the 1961 merger of the Frito Company, founded by Elmer Doolin in 1932, and the H.W. Lay Company, founded by the new company; Donald M. Kendall is president and chief executive officer. The new company reports sales of $510 million and has 19,000 employees.

Major products of the new company are

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Pepsi-Cola Company --- Pepsi Cola (formulated in 1898), Diet Pepsi (1964) and Mountain Dew (introduced by the Corporation in 1948). Frito-Lay, Inc.b Fritos brand corn chips (crested by Elmer Doolin in 1932) Lays brand Potato chips (created by Herman W. Lay in 1938), Cheetos brand cheese flavored snacks (1948), Ruffles brand potato chips (1958) and Rold Gold brand pretzels (acquired 1961) Mountain Dew launches its first campaign Yahoo Mountain Dew---- itll tickle your innards.

1969 Bold, modem Pepsi-Cola packing using red, white and blue is introduced. Youve got a lot to live, Pepsis got a lot to give, becomes the advertising theme Mountain Dew changes its slogan to Get that Barefoot Feel in Drink in Mountain Dew.

1970 PepsiCo moves from New York City to new world headquarters in Purchase, N. Y. The new corporate headquarters feature a building by one Americas foremost architects, Edward DURRELL stone (1902-1978) set on a campus of 144 acres amid an outdoor sculpture garden. Pepsi introduces the industrys first two-litter bottle. Pepsi is the first company to respond to consumer preference with lightweight, recyclable, plastic bottles.

1972 Mountain Dew, acquired by Pepsi- Cola in 1964, switches its advertising and packing graphics from to action oriented scenes. Sales climb and Mountain Dew will become one of the 10 best selling soft drinks in the United States. Don Kendall announces agreement Pepsi-Cola the first foreign product sold in the then U.S.S.R. PepsiCo is given exclusive rights to import Stolichnaya Russian vodka in the country.

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1974 PepsiCo sales pass the $2 billion mark Pepsi- Cola becomes the first American consumer product to be produced, marketed and sold in the firmer Soviet Union.

1980 PepsiCo Food Service International (PFSI) is formed to focus on overseas development of restaurants. PepsiCo now has 111,000 employees first presentation of the international Donald M. Kendall Bottler-of the-year Award. 1981 PepsiCo passes $7 billion in sales.

1982 Pepsi Free and Diet Pepsi Free, the first major brand caffeine-free colas, are introduced Inauguration of the first Pepsi-Cola operation in China. 1985 PepsiCo is now the largest company in the beverages industry. The revenues of more than $7.5 billion, more than 137,000 employees. Pepsi-Cola products are available in nearly 150 countries and territories around the world. Snack food operations are in 10 international markets.

1986 PepsiCo purchases 7-UP International, the third largest franchise soft drink operation outside the United States. PepsiCo passes $10 billion in sales. Dew it Country Cool, becomes new slogan for Mountain Dew. Diet Pepsi Cola acquires Mug Root Beer. Pepsi gets a new logo.

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Pepsi Cola sponsors the first Western- produced consumer commercial in the Soviet Union, appearing during the Goodwill Games. 1988 Pepsi Cola international enters a landmark joint venture agreement in India. 1989 PepsiCo enters top 25 of fortune 500 ranking with sales of $15.4 billion, it is number 23. 1990 The company has more than 300,000 employees. 1991 PepsiCo acquires an equity interest in Wedel SA, the leading manufacturer of chocolate and confectionary in Poland Snacks operation in 23 countries.

1992 Pepsi-Cola introduces a new logo, its eighth in 93 years. Advertising features rap singer MC Hammer. 1994 Pepsi-Cola is the first major soft drink maker to begin producing and distributing its product in Vietnam. Pepsi-Cola launches its sports drink All Sort. It is sold in 2001. Pepsi Cola International acquires Indian company, its first big bottling plant in Bombay.

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Pepsi Co sales reach $ 30.4 billion. There are 470,000 employees worldwide, making PepsiCo the third largest employer.

1995 Pepsi-Cola introduces Nothing else is a Pepsi theme line. Pepsi-Cola is top ad scorer in Super Bowl. Mountain Dew sponsors the Grammy Awards. Theme line is Been There, Done That, Tried that. The Pepsi Lipton Tea Partnership debuts new ad campaign emphasizing, Theres only one Original. Pepsi -Cola introduces Smooth Moos Smoothies, a line of low fat dairy shakes. 7UP International launches 7UP Ice Cola, a new clear cola.

1996 Mountain Dew launches a massive beeper network called The Mountain Dew Extreme Network. Pepsi Co, Inc. and Lucas film Ltd. announce the largest promotional alliance in entertainment history, linking existing and future Star Wars series with PepsiCo beverages, snack foods and restaurant brands worldwide. Pepsi Cola and MTV establish a partnership to develop international programming, cross promotions, marketing tie-ins and specials events.

1997 Pepsi-Cola introduces new advertising campaign with the theme Generation Next. Pepsi-Cola North American bottling operations become a separate unit called The Pepsi-Cola Bottling Co. National rollout of Aquafina bottled water.

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Pepsi-Cola celebrates 100th Anniversary with first worldwide bottlers conference, held in Hawaii. The event is held during the same time as first bottlers conference. 1998 Pepsi -Cola introduce two liter plastic bottle with built in grip handle that makes it easier to grip and pour. Pepsi introduce new look called the Globe which prominently features a 3- dimensional Globe against a blue ice backdrop. PepsiCo acquires Tropicana Products from Seagram Company Ltd., the biggest acquisition ever undertaken by PepsiCo. Anthony Rossi founded Tropicana in 1947.Its major brand is Tropicana Pure Premium Juices. In March, the Pepsi Bottling Group, the worlds largest Pepsi bottler, begins trading on the New York Stock Exchange. It is listed under the symbol PBG. The $3.2 billon public offering is among the biggest initial public offerings in stock market history.

1999 Pepsi launches The Joy of Colas advertising campaign.

2000 Pepsi-Cola revivers its Pepsi Challenge advertising campaign. Challenge includes Pepsi One Diet Coke as well as cola. Pepsi-Cola teams up with Yahoo Inc. the biggest web navigation company, in a multimedia marketing campaign aimed at teens and young adults. Pepsi-Cola launches Sierra Mist a caffeine-free, lemon/lime soda.

2001 Pepsi-Cola Company launches Dole single - server juices in vending machines, coolers and other retail outlets throughout the United States.

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Pepsi-Colas flagship brand will have NEW TAGLINE, The Joy of Pepsi. Pepsi-Cola launches the bold new Mountain Dew code Red nationwide. It is Mountain Dews first line extension since the introduction of the Diet Mountain Dew in 1988. PepsiCo introduces a new corporate logo. Diet Sierra Mist is introduced.

2002 Diet Pepsi has a new look. Aquafina debuts new line of great-tasting enhanced water. Aquafina essentials target active, health-conscious adults in four lightly sweetened varieties including B-Power, Calcium+, Daily C and Multi-yin 20-oz bottles. Pepsi Brand Pepsi has a new look. PepsiCo publishes Health and Wellness Philosophy. (On pepsico.com) PepsiCo introduces Marathon Kids, a program that encourages kids and their families to be more physically active, the program debuts in Dallas, TX. 2003 Pepsi-Cola launches Sierra Mist nationally. Pepsi announces plans to launch Mt. Dew Livewire, an orange drink, this summer Pepsi-Cola sings an exclusive four-year sponsorship deal with the Canadian Hockey Association, making Pepsi the official soft drink. Pepsi announces four-year sponsorship agreement with the UK Football Association. Pepsi Stuff Campaign kicks-off in Canada. PepsiCo creates PepsiCo International, the business that will unite all international snack, beverages and food units in an effort to drive faster growth and improved profitability around the world.

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2004 Pepsi-Cola to launch Pepsi Edge, the first full-flavored cola with 50% less sugar, carbohydrates and calories than regular cola.

2005 PepsiCo again launched Mirinda Lemon (ginger flavored). A new brand was launched that was Lipton Tee & Mirinda Black Berry was introduced.

2006 PepsiCo launched Pepsi Caf chino & a new shape of 7Up is given i.e.7Up Curry Bottle.

2007 PepsiCo launched a new variant of Miranda to make it more orange. PepsiCo also launched Pepsi gold in this year.

2008 PepsiCo introduced a new range of orange juice which is known as Tropicana Twister.

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And the story still continues....

PepsiCo names first woman CEOCFO Indra Nooyi to succeed Steve Reinemund, putting her among

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The leading women in corporate America.

August 2006

PepsiCo Chief Financial Officer Indra Nooyi, who Reinemund, who has seen PepsiCo (Charts) will assume the CEO job pass rival Coca-Cola (Charts) in terms of in October. market capitalization in December for the first time in its history, will remain as chairman of the company until his retirement. Indian-born Nooyi, who was ranked No. 11 in Fortune's list of the most powerful women in business, joined the company in 1994 and was named CFO in 2001. Reinemund cited personal reasons for his decision to retire. "My family is entitled to more time from me than the responsibilities and obligations of continuing as PepsiCo's CEO requires and deserves," Reinemund said in a statement. "It was, in many respects, the toughest and easiest decision of my life." "Steve did a remarkable job in maintaining discipline and consistency at Pepsi over the last several years. Indra is a super talent. No doubt, under her leadership, Pepsi will not miss a beat in this transition," said John Sicher, editor of trade publication Beverage Digest. Nooyi's current responsibilities will be divided between two PepsiCo veterans: Richard Goodman, who is CFO of PepsiCo International and Hugh Johnston who is currently a senior vice president with the company.

NEW YORK (CNNMoney.com) -- Soft drink and Snack Company PepsiCo Inc. announced Monday that chief financial officer Indra Nooyi will take over from Chairman and CEO Steve Reinemund this October. She becomes the first woman to hold the post and enters the list of leading women in corporate America.

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She becomes the fifth CEO in PepsiCo's 41-year history. As CFO, analysts credited her with transforming the company's global strategy at a time when both Coke and Pepsi face a challenging sales environment in their core domestic market for core carbonated soft drinks as more healthconscious consumers buy more juices and water.

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HOW PEPSI COLA ENTERED IN INDIA

Coca Cola the cola giant quit the Indian market in the year of 1977 due to some non-friendly FERA regulations, which were imposed in international companies due to a change of government at the center. The government was a strong follower of the swadeshi pattern and in that procedure Coca Cola was asked to dilute its equity of 42% in accordance with government policies. Coke was not interested in this proposal rather it decided to quit the Indian Market.

Pure drinks shifted from coke to Campa Cola, but the first drink to pop up in the Indian market after exit of Coke was Double Seven. At this time a new chapter of the Indian soft drink industry was unfolded. The time from 1977 to the early 80s was a golden period for Pane Products that owned the famous brands of Thumps Up, Gold Spot (orange)and Limca. Thumps Up was leading the Indian market and was the most lovable drink of the Indian customers. The drinks from Parle products were quite famous amongst the Indian customers but they were also not utilizing the full market potential. At present times it sounds very odd that in a huge population of 600 million the total sale of the cold drinks was a thin 200 cases only.

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RKJ GROUP (RAVIKANT JAIPURIA)

Indian beverages industrys size is Rs.10000 Cores and it is dominated by two players are Pepsi and Coke only. This profile industry flavors and sub-brands are Pepsi, Diet Pepsi, Pepsi Cafe chino, Mirinda orange, Mirinda Lemon, Mountain Dew, and 7UP, Slice Mango, Slice Orange, twister, Lehar Soda and Aquafina. The RKJ group has signed a franchise with Tricon restaurant India Pvt. Ltd, to run a fast food chain in Northern Indian under the name of Pizza Hut. The first beverage plant was set up in 1969 under Agra Beverages Corporation Limited. Since than family has set up 18 bottling plants in India (holding about 44% of the Pepsi manufactured and marketed in India) and one in Nepal (holding 100% of the Pepsi share in Nepal). The bottling plants of RKJ group are located at Greater Noida (Varun Beverages Ltd.), Jaipur, Kosi Kalan, Alwar, Jodhpur (Varun Beverages Ltd) Goa Bottling Co. Ltd, Dharwada (Nector Beverages Private Ltd.) and Nepal (Varun Beverages Ltd.). It has the license to supply beverages in the territories of Eastern Delhi, Western U.P., Uttaranchal, and part of M.P., half of Haryana, whole of Rajasthan, Goa, 3 districts of Maharashtra, and some districts of Karnataka and whole of Nepal. The group has in total 18 bottling plants in India & Nepal and is responsible for producing and marketing 44% of Pepsi requirement in India. Form 1995 the company had been operating successfully in conformation to the objective of the Pepsi Foods Ltd (PFL). In 1995 Varun beverages was awarded the best quality and productivity award.

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The group also became the first franchisee for Yum Restaurants International [formerly PepsiCo Restaurants (India) Private Limited] in India. It has exclusive franchise rights for Northern & Eastern India. It has total 46 Pizza Hut Restaurants & 1 KFC Restaurant under its company. The group added another feather to its cap when the prestigious PepsiCo International Bottler of the Year award was presented to Mr. R. K. Jaipuria for the year 1998 at a glittering award ceremony at PepsiCos centennial year celebrations at Hawaii, USA. The award was presented by Mr. Donald M. Kendall, founder of PepsiCo Inc. in the presence of Mr. George Bush, the 41st President of USA, Mr. Roger A. Enrico, Chairman of the Board & C.E.O., PepsiCo Inc. and Mr. Craig Weatherup, President of Pepsi Cola Company. The RKJ Group is divided into three business segments- Beverage, Food and Education. It has a leading market position in each of its three business segments. Our balanced portfolio produced a solid business performance. Products and services which look to the future ensure that we will be well-placed in growth markets.

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HIERACHY OF MARKETING DEPARTMENT

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CHAIRMAN

UNIT MANAGER

TDM
(Territory development manager)

MDM (Marketing development manager)

ADC
(Account development coordinator)

C.E
(Customer executive)

MDC
(Marketing development coordinator)

MDE
(Marketing development executive)

M.E
(Marketing executive)

SALESMAN

ROUTE AGENT

Routine activities of the salesman

(1) Start

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(2) Check in (3) Meet the C.E (4) Pre plan strategy (5) Collect Route Book (6) Order the load (7) Checking of load by C&F workers (8) Drive to gate (9) Rechecking the load (10) Collect gate pass and attend the gate meeting. Ask for the daily scheme (11) Check out (12) Visit first outlet (13) Greet retailer (14) Present the scheme (15) Check empties (16) Ask for order (17) Deliver the order (18) Merchandise the outlet (19) Fill the visi cooler (20) Crate stack (21) Ask for any problem (22) Plans next visit (23) Thanks the customer (24) Complete the route one by one (25) Back to DEPOT (26) Count the empties and match it with gate pass load (27) Check (28) Fill the discharge sheet, complaint register and place the order (29) Deposit the cash to the cashier (30) End

Everyday salesman starts with his daily routine he comes to the depot by 7:30 am in the morning he meets the customer executive, after that the meeting starts every salesman has to attend the meeting held at the depot and a pre-planned strategy is made there and given to all the salesman .The salesman collects the route book checks the load given by the depot drives to gate, then the load is again checked by the C&F agent after checking he collects the gate pass he drives to the route. After completing the formalities of depot he visits the first outlet with his assistant who helps him in selling taking order from the retailer. The salesman then takes order from the retailer, then he checks for the

Created by Varun kumar, PGDM 07- 09

empty carats or bottles for the convenience of the retailer he sometimes fill the bottles with filled bottle ,he also ensures that whether the visi cooler is working properly besides he also has the responsibility to check that whether the visi-cooler is pure or not, purity means here that the fridge provided by the Pepsi company should not be filled by the products of the other company, if there is any impurity the salesman tells the retailer to remove the bottles immediately .regular auditing and tracking is done by the Pepsi officers to ensure the purity. After supplying the order given by the retailer and ensuring that everything is ok there he thanks the retailer for giving him the opportunity to serve, then he plans for the next visit. This activity is repeated to the whole route and the salesman visits every shop on the route one by one takes order from the retailer. When the route gets completed he returns back to the depot matches the empties with the bottle and matches it with the gate pass and enters in the depot .His works doesnt ends here he now opens the complaint register and notes down the complain of the whole day told by the customers, so that proper action should be taken next day.

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ADVERTISING
Advertising is helpful to the consumer and also to the producers through the advertisement producers provide information and create awareness about the products among the consumer whereas the consumer gets aware the different products. These are different media of advertisement-TV, radio, poster, magazines, newspapers, banners, boards etc. among these the TV media is the most popular. The great personalities of India are the brand ambassadors of the soft drinks. Pepsi-Cola provides advertising, marketing, sales and promotional support to Pepsi-Cola bottlers and food service customers. This includes some of the worlds best-loved and most-recognized advertising. New advertising and exciting promotions keep Pepsi-Cola brands young. At the base of every beverage business lays the secret formula of success, the concentrate. In India Pepsi Food ltd (PFL) prepares the concentrate. The plant is located at village Channo in Punjab. The company manufactures and sells soft drink concentrate to Pepsi-Cola bottlers. The company also provides fountain beverage products.

Pepsi has continuously focused on the current teen generation and their advertisement reflects in every possible way. The company changes its advertisement strategy and image to reflect the targets interests. The advertisement strategy includes cool, hip promos to attract more of the target audience. The advertisement is mostly creative and has different elements like, music, sports etc.

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PUNCHLINES OF PEPSI
1. YEH DIL MAANGE MORE---------------------------------------------------PEPSI 2. JOR KA JHATKA DHIRE SE LAGE-----------------------MIRINDA ORANGE 3. GOOD FOOD TASTES BETTER WITH PEPSI-------------------------PEPSI 4. LEMON KI TAAZGI, ADRAK MAAR KE--------------------MIRINDA LEMON 5. TERI TO GAAYE----------------------------------------------PEPSI WORLD CUP 6. HAMMES MILNE KI PYASS HAI-----------------------------PEPSI CONTEST 7. NOTHING OFFICAL ABOUT IT---------------------------------------------PEPSI 8. YEH PYASS HAl BADI--------------------------------------------------------PEPSI 9. OYE BUBLYOYE BUBLY---------------------------------------------------PEPSI 10. ANDAAZ SABSE COOL ----------------------------------------------------------7UP 11. YEH HAI RIGHT CHOICE BABY-------------------------------------------PEPSI 12. BADHA BUBLY CHANNEL HAI ---------------------------------------------PEPSI 13. CHEETAH BHT PITA HAT-------------------------------------MOUNTAIN DEW

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14. KISS OF COFFEE WITH A KICK OF COLA -----------PEPSI CAFECHINO 15. PEPSI UTHAAO GHAR LEY JAO------------------------------------------PEPSI 16. ANDAAZ SABSE COOL,TOO COOL -----------------7UP CURRY BOTTLE 17. MOUTH KA KARO GOOD USE------------------------------MIRINDA LEMON 18. PEPSI TV LAGWAYA KYA---------------------------------------------------PEPSI 19. DO THE DEW -----------------------------------------------------MOUNTAIN DEW 20. PEPSI PIYO WORLD CUP JAO 2007 -------------------------------------PEPSI 21. YEH HAl YOUNGTSTAN MERI JAAN -------------------------------------PEPSI 22. DARR KE AGEY JEET HAI------------------------------------MOUNTAIN DEW 23. TOOT PADEGA FRUIT---------------------------------------------------TWISTER

PEPSI CELEBRITES
SACHIN TENDULKAR AMITABH BACHAN SHAHRUKH KHAN PRIETY ZINTA KAREENA KAPOOR MALLIKA SHERAWAT

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PRIYANKA CHOPRA ADNAN SAMI AJAY JADEJA COURTNRY WALSH CARL HOOPER SHANE WARNE SAIF ALl KHAN YANA GUPTA HARBHAJAN SINGH YUVRAJ SINGH ZEHEER KHAN SOURAV GANGULY BIPASA BASU KATRINA KAIF VIRENDRA SEHWAG

PRODUCT POSITIONING
Pepsi prefers to position itself as the beverage choice of NEW GENERATION, or just as the PEPSI GENERATION. These terms adopted in Pepsi advertising campaigns are referring to the market that marketers refer to as GENERATION X. The Generation X consumer is profiled to be between the ages of 18 to 29. They have high expectations in life and are very mobile and active. They adopt a life style of living for today and not worrying about long-term goals. Though Pepsis main emphasis is on this segment but they also have a focus on the 12 to 18 year old market.

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The rich deep blue coloring represents eternal youthfulness and openness. Marketing plan like YEH DIL MAAGE MORE, GOT ANOTHER PEPSI, YEH PYASS HAI BADI AND YEH HAl YOUNGISTAN MERI JAAN have made Pepsi one of the coolest brands recognized among teens in the top five and the only beverage product in this category.

PEPSI PRODUCTS
The strength of industry lies in its brands the brands are increasable being recognized as the most assets and primary sources of completive advantage. In the present, when a company have more than one brand it is not only important to know where each brand stands in the market place but also where the company stands in brand building strength. There are many soft drinks industry has a lot of brands. All brands are differing in taste, flavors and colors.

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PEPSI DIET PEPSI PEPSI CAFECHINO MIRINDA LEMON MIRINDA ORANGE SLICE MOUNTAIN DEW 7UP AQUAFINA SODA TWISTER

PACKAGES

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Two types: single serve and multi serve 71 packages sizes and types. Materials: glass, plastic, cans(aerosol). Packages may be returnable or non returnable.

SWOT ANALYSIS
STRENGTHS

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Varun Beverages is franchise owned bottle operation (FOBO) of worlds most famous soft drinks giant PepsiCo. Varun Beverages uses state of the art and fully automatic machines and technology for the production. It has a very strong distribution network and well-built market and currently holds almost all the parts of the state.

WEAKNESS
Purity and quality of the products are estimated manually. Promotional activities in the rural market are not up to the mark as compared to the urban market. Its one of the popular brands PEPSI in Cola flavor is lagging behind with its nearest competitor only due to high sugar content and less thrilling taste. More emphasis is given to the large dealers. PEPSI has only one cola flavor where as its competitor have Coke and Thumps Up.

OPPURTUNITIES
It should give more incentives to the dealers in the new areas, where there is a huge market potential It should adopt automatic and computerized quality control system for its products. More lucrative schemes to be launched regularly, specially during off seasons so as to attract more and more customers. Apart from sponsor films, cricket and music it should also sponsor to different fashion shows, quizzes and debates in schools and colleges The consumption rate is higher in Khichripur.

Created by Varun kumar, PGDM 07- 09

Company should think about the modern trade and find out the potential ones because the new generation have a high ratio of these modern trade.( like super markets, retail stores, malls) Establish the vending machines around the metro stations, malls, railway stations, collages, cinema halls, etc.

THREATS
One of the products of their competitor in the Cola segment has a very good market share due to its taste. Coca-Cola is now spending more and more to boost up the sale, so Varun Beverages should also have to go a head and think about it.

FIELD WORK
Execution & Analysis of EDS Program - East Delhi

Created by Varun kumar, PGDM 07- 09

The EDS Program is a analytical program that was started for the purpose of analyzing the overall sales of Pepsi products. My job was to visit all the retail outlets in East Delhi which were covered by EDS Program and check the level of awareness among the retailers about the cold drinks. During the initial stage of the project, I came to know about the tricks of the trade through route riding. On visiting retailers on various routes, I realized how important a strong distribution channel was for a company to be able to retain its position as an industry leader. I used to visit all the retail outlets of a particular route each day and learnt how to negotiate with retailers, how to tackle the various problems related to visi-coolers, schemes, etc. Having done this, an overall market scenario of the distribution channel and methods became clear. In the process of increasing the level of awareness about the schemes, I also tried to make the retailers understand how easy it is to sell cold drinks to the consumer and I also focused them about the new twister display scheme, and how to get benefited by adopting schemes. In this way I tried to motivate them to purchase more and more of the various products. So both the company and the customer will able to increase his profits. Pepsi provided format to all summer trainees. I went to the outlets owner in my given areas and made filled format by self. I had to visit only those outlets, where soft drink was being sold.

INFORMATION REQUIRED
The information that was required Name of the shop. Name of the shopkeepers. Addresses of the shops. Numbers of Glass bottles of all brands of Pepsi.

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Number of Glass bottles of warm stock of all brands of Pepsi and Coke. Chilling equipments which the shopkeepers were using (PCI means Pepsi or CCX means Coke and Own fridges). Status of the stock (PBI or CCX or MIX) available in the shop. Do you have SINE BOARD of Pepsi or Coke? Do you have PLASTIC RACK of Pepsi or Coke? Do you have GRAVITY RACK of Pepsi or Coke? Do you have AIR HANGER of Pepsi or Coke? Do you have WALL PAINTING of Pepsi or Coke? Do you have COUNTER TOP of Pepsi or Coke?

LIMITATION OF THE PROJECT

The limitation of the project was: I had to cover the maximum number of outlets so it was a rather difficult task to give time to each and every outlet surveyed. The outlet owners treated me as the employee of the company, and use to start telling me the various problems faced by them. Sometimes the owners were not present on the spot for any clarifications. Many of the shops were found closed during the day hours, which was also a big problem in meeting those outlet owners. The sales man faces lot of problems. The shopkeepers were not ready to answer the questions easily as they were not happy with the services given by Pepsi. The transportation was not up to the mark.

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The nature or behavior of outlet keepers was very harsh.

Some photographs of typical Indian market

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PERFORMA OF EDS 2008

S.N O. NAME OF OUTLET
BUNTY HOTEL MASTER JE GEN STORE DAYARAM SWEET CHAUDHARI STD CHAUHAN HOTEL

ADDRESS
JR COMPLEX ,MAIN MANDOLIROAD MAIN MANDOLI ROAD MAIN MANDOLI ROAD MAIN MANDOLI ROAD MAIN MANDOLI ROAD

CONTECT PERSON BUNTY MASTER JE MOHD. RAZAQ SATISH SOHAN

CONTECT NO.
011-22348568 9213539032 NONE 9971767120 9313623914

CHANNEL (G/E/C/I/EDU )
E G E C E

1
2 3 4 5

EMPTY S.N O. 1 2 3 4 5 PCI 10 15 2 12 12 RACK PCI NO NO NO NO NO CCX NO NO NO NO NO PCI NO NO NO NO NO CCX 10 1 NO 12 NO

WARM STOCK PCI 4 7 NO 2 1 CCX 2 NO NO 2 NO PCI 3 2 0.5 2 2

CHILLED CCX 2 1 NO 2 NO PCI 220 165 220 165 220 CCX 220 NO NO 220 NO

CHILLER BRAN D P&C PCI PCI P&C PCI OTHER NO YES NO NO NO PCI NO NO YES YES NO

GRAVITY RACK CCX NO NO NO NO NO PCI NO NO NO NO YES

PLASTIC CCX NO NO NO NO NO

CCX NO NO NO NO NO

PCI YES NO YES YES YES

CCX NO NO NO NO NO

BRAND MD,PCI NO PCI PCI PCI

PCI YES NO YES NO YES

CCX NO NO NO NO NO

BRAND MD,PCI NO MD,PCI NO PCI PAINTING

REMARK P&C PCI PCI P&C PCI

COUNTER TOP

AIR HANGER

SIGN BOARD

Abbreviations
PCI stands for Pepsi CCX stands for coke No. stands for crate P&C stands for Pepsi and coke both Md stands for Miranda The 3 digit numbers indicates volume of chiller given by companies

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EDS stands for every dealer survey

COMPARATIVE SITUATION

No two companies are more similar or more different; Pepsis main competitor is coca-cola company. Both have been selling thirst quenchers (for 100 yr) that are now global brands. Their bottles move through the words pervasive distributor network. Coke is mainly franchisee driven operation with the company supply its soft drink concentrate (secret position) to its bottle around the world. Coke management realizes that a soft drinks convenient as well as expulse. Accordingly the companies expertise lies in consumer marketing. Through product differentiation coke plans to reach out to the consumer by enhancing consumers accessibility to the product with larger, multi server packs (330m1 cans, 600ml and 1lt glass bottles and 2 It. pet bottles), all competitive priced coke, therefore plans to enter Indian homes. Also coke will be experimenting with mobile dispensing units at beaches and stadiums, going out towards consumers; the idea is to reduce the effort span as much as possible.

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COMPARATIVE BRANDS OF COKE WITH RESPECT TO PEPSI

COKE PEPSI
SPRITE______________________________________________________ 7UP COKE______________________________________________________ PEPSI NONE_______________________________________________________DEW FANTA___________________________________________MIRINDA ORANGE LIMCA_____________________________________________MIRINDA LEMON MAZZA_____________________________________________________SLICE KINLEY SODA_________________________________________LEHER SODA KINLEY WATER/BONA AQUA________________________AQUAFINA WATER THUMPS UP_________________________________________________PEPSI MINUTE MADE____________________________________________TWISTER

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PROBLEM ENVIRONMENT
The problem environment was the existence of the other soft drinks, which were present in the market. The main problem was the company Coke because it has also many products in the market. Which are giving tough competition to the products of Pepsi.

The other main problem was the soft drinks of various other flavors, which are not the product of Pepsi or Coke. Like the fruit juices and other type of drinks like Rasna, Sunfill, Frooti, Real Juice etc.

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THE PROBLEM BEING FACED

The following problems were faced
The products of Pepsi were having some manufacturing defects due to which the customers were shifting towards coke. Many of the shops were seasonal due to which they rejected to keep big stocks with them. The coke used to take away the bottles of Pepsi and vice versa due to which there existed the problem of duplication of empty bottles. The coke has given many discount schemes due to which the outlets were shifted from Pepsi to Coke. Major problem, which was faced, is that shopkeepers behavior doesnt proper and their response was not up to expected level. In some shops visi cooler was not pure. Many big and small problems of shopkeepers also encountered.

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The racks were not provided to the outlets due to which they were having a problem in keeping the stocks. Improper packaging, leakage of bottles and seals are not intact properly. The transportation system is not very well sometimes the delivering vehicles are facing technical problems. Inadequacy of credit schemes. The pouches of Pan Masalas & Gutkhas were found in filled bottles which are filled by PEPSICO refilled centers weather it is COBO or FOBO.

RESEARCH METHEDOLOGY
A market research survey has been conducted for the purpose of above study. In the research data has been collect through out this method. (A) Data collection: The success of any research project depends critically on data. So data collection a most important aspects of a research project, Primary and secondary data are used in this project. (B) Sample survey: Survey has been conducted after preparing the questionnaire and the focus was to know the effectiveness of program. (C)Sampling (1) Nature of Universe

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The universe of research was carried on suppliers of cold drink and retailers of cold drink. (2) Sample Size Sample size has been 268 retailers of various places in East Delhi. (3) Secondary Information Companies documents, various journals, pamphlets and companies portals were studied for relevant information regarding the subject of the projects. These documents were very useful for theoretical, conceptual and organizational Background. On the basis of detailed analysis of information and data collection, from these documents, it has been possible to complete the task. (4) Question Re-design The question was designed keeping in mind the need of the project. Care was taken to keep the question simple and concise. Separate question were made for customers and retailers.

PRIMARY DATA: Primary data is collected through retailers, questionnaire, and personal interviews of retailers and different employees of Pepsi (salesman, etc.). For example Category of shops i.e. G =General stores, C =Convenience Shops, E = Eatery shops, CIN =Cinema halls, INST= Institutions. VIZI cooler i.e. Fridge of Pepsi or Coca-Cola and the capacity of fridge Boards of Pepsi or Coca-Cola

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Painting of Pepsi Cola-Cola Glow sign boards of Pepsi or Coca-Cola Iceboxes of Pepsi or Coca-Cola Air hanger of Pepsi or Coca-cola Gravity rack of Pepsi or Coca-cola

Etc
SECONDARY DATA: All secondary data are collected and edited from the literature, net, journals and newspapers.

QUESTIONNAIRE
Name of the ShopContact Person.. Address .. Contact no.. Channel

1. Which product of which company sells most? Pepsi Coke Others

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2.

Which flavor of cold drinks sells most? Cola Lemon Mango

Orange Thumsup Maaza Dew

3. Number of crates available of each brand. Cola Pepsi Coke Mirinda(O) Mirinda(L) Limca Slice 7Up Sprite Twister Fanta minute made 4. 5. Whos delivery Van visit more frequently? Pepsi Coke Who gives more beneficial schemes? Pepsi Coke

6. Which company provides the better credit facility? Pepsi Coke 7. Which companys Chiller do you have? Pepsi Coke Other

8. Are you aware of the twister display scheme programe? Yes No 9. Do you think promotion material given by the company for the scheme is sufficient? Yes No 10. Do you think that the company support for the scheme is sufficient? Yes No 11. Are you excited about the gifts offered in the scheme? Yes No 12. Are you getting timely supplies by the company salesman/vehicle? Always Generally Sometime Never 13. How do you feel about the salesman behavior! Frequency of visit? Highly satisfactory Average Not up to the mark 14. What attract a customer more price or schemes? Low price New schemes 15. Do you think customer is attracted to buy more after the scheme is introduced? Yes No

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16. Which affects sale more than other price or advertisement? Lower the price higher the sale More the advertisement higher the sale 17. Are you regularly collecting the bills given by the salesman? Yes No

DATA INTERPRETATION
GLOW SIGN BOARD STATUS IN TRANS YAMUNA AREA (DELHI)

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Pepsi Coco cola No sign boards

30% 25% 45%

PRINTING STATUS IN TRANS YAMUNA AREA (DELHI)

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Pepsi Coco cola No paintings

28% 22% 50%

COOLING EQUIPMENT STATUS IN TRANS YAMUNA AREA (DELHI)

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Pepsi coca cola Others

37% 25% 38%

MARKET SHARE OF PEPSI IN TRANS YAMUNA AREA (DELHI)

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Pepsi Mirinda-L 7up Mirinda-O Mountain Dew Slice Twister

25% 6% 10% 15% 20% 20% 4%

SATISFACTION OF DISTRIBUTION IN TRANS YAMUNA AREA (DELHI)

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Pepsi coca cola Not satisfied

20% 22% 58%

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FINDINGS AND OBSERVATIONS

Company holds good position in the market with its brand MOUNTAIN DEW & SLICE. Goodwill of company is very good; customers prefer Pepsi brands much. Some people have tendency to switch over other brands. Retailers complaint about non-availability of variety of flavor in peak Seasons. MOUNTAIN DEW & SLICE is demanded more than any other flavor. THUMPS-UP & LIMCA is more in demanded in comparison to other products of PEPSI. Every one prefers his profit, so retailers always ask for schemes, so some times they sell competitors product due to schemes, to increase their profit. Small retailer sells both Pepsi & Coke, which is available to them in time, so that mixed outlet are more in number. The Route Agents were not found motivated. An old phrase in our course is that motivated people are more productive then productive people are more motivated. So motivation is an inevitable factor not in this segment but everywhere. During my survey I came through an incidence where I found that an individual was trying to sell duplicate bottles of Pepsi at Deepak Agency, after which proper action was taken against that individuals. During my survey I came through an incidence where I found that an individual was selling the Pepsi and Coca Cola soft drinks which came from the M.P. territory. This is directly loss of the distributor, which is related to concern area.

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RECOMMANDATIONS
Company should be given more and more scheme to the retailers as the Coke people is doing and benefits of scheme should be reachable to each retailer weather it is big or small. Then selection process the sales man should be paid more attention because as they are the word of mouth for the company so they should be selected properly. The company should also give schemes to the customers to increase their sales. Schemes should be honestly distributed to each small and big outlet owners. Product should be provided on time when demanded. If sales person make any kind of promise to the retailers and shopkeeper. They must fulfill it. Gift or discount to be given if any outlet achieves its target given by the company. Monopoly outlet should be created. Customer executive should visit the area regularly and sort out the problem faced by the retailer or exclusive counters. I also suggest that company officials must conveying meeting with distributors so as to listen to their grievances & suggestions to enhance the business of the company. The company should provide proper channel for the redressed of problems faced by shopkeepers. Company should sponsor important events like Game, hold shows, bring celebrities to increase sales.

Created by Varun kumar, PGDM 07- 09

Company should offer tour packages for customer with products on lottery basis. There should be surprise check by the company to ensure whether a benefit of schemes provided by the company reaches to small retailer or not. And take corrective measures in case of default. Shopkeepers feedback should be taken. Company should try to tap the youth under age group of 8 to 25, basically students of school & college through their canteens, cinema ball, cyber caf, and game parlor. The company should introduce some scheme or policy for the route agents of the distributor. This will result in increase of sale of the product, as agents will make more efforts to sell the product. This will also force route agents not to take leaves frequently dining season.

Created by Varun kumar, PGDM 07- 09

CONCLUSIONS
On the basis of my study I have came to the following conclusions which can be illustrated as follows: The Company should give bigger chilling equipments to the outlets because due to the shortage of storing they are unable to keep bigger stocks. Exchanging of the chilling equipments should also be done. Lack of motivation was assessed in employees of the company as well as salesman who are working under distributor. The company has not properly focused on chilling equipments, Dealer Boards, Racks, Hangers, Paintings, Counter tops etc. MOUNTAIN DEW & SLICE is the market king. Maximum people have preferred it to other brands. This survey shows that all types of shops want to get involved in this soft drink business. Transportation vehicles must visit frequently. The soft drink market has great scope in future but it has to face tough competition with fruit juice milk based product market.

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BIBLIOGRAPHY
Books Referred 1) Marketing----------------------------- Philip Kotler 2) Marketing management------------- Rajan Saxena 3) Research methodology--------------M.I Mahajan Beside this I have used Pepsi websites and so many Business magazines which had helped me a lot. Internet Websites: www.pbg.com www.pepsiworld.com saw.pepsico.com www.rki.com www.goole.com

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APPENDIX

Created by Varun kumar, PGDM 07- 09