Presentation On Market Expansion Strategies Of PepsiCo In Surat

S.K PATEL INSTITUTE OF MANAGEMENT & COMPUTER STUDIES

Submitted by: Ronak Shah

Submitted to: Mr. Dinanath Pai

(G.M Sales Development, Gujarat)

Acknowledgements
We are heartily thankful to PepsiCo India Holdings Pvt. Ltd. for providing us this golden opportunity to include us the project of EDS. We also thankful to Dinanath sir, Ajay sir, Jimit sir, Mahendra sir, Neha mam and Om sir, Bhavin sir, who have helped us throughout the project directly or indirectly.

Objectives
To find out market share of PCX and CCX To find out assessment of EDS To find out status of outlet pure/impure Brand competition

The Project
1. Phase . -EDS (Each dealer survey) 2. Phase -Crack outlets / outlets activation

3. Phase -Supervise the PSR

What is EDS and why EDS ?

Basically EDS means Each Dealer Survey.
Conduct a market research on the number of outlets of PCX or CCX or none in a particular allocated area. Note of reasons of not been using PCX products See the probability of converting of conversion of outlet And finally, convince him to buy PCX products.

Sample EDS

Expectations
The expectations behind this project was to increase volume of PCX by increase the number of outlet. Find more outlets, whether it is a medical store, grocery store or any store that can less soft drinks. At the end of the day, give the break up report to concern person i.e how many are non buyers and non Pepsi

Net Results

Net result
Area name: Bamroli, chawta bazar, chowk bazar, dabholi, golvad, heera bazar, lal darwaja, chopadpati, navsari bazar, railway station, rampura

Outlets visited: 330 Non Pepsi: 126 Non buyers: 48 Outlets that can be converted: 50

Area wise details

Railway station: total outlets: non pepsi: non buyer: Bamroli gham and road: total outlets: non pepsi: non buyer: Heera bazar: Total outlets: Non pepsi: Non buyers: 92 46 6 17 13 0 35 16 11

dabholi gham and road: Total outlets: 28 Non pepsi: 17 Non buyer: 3 chauta bazar: total outlets: 28 non pepsi : 5 non buyers : 5 Gopipura: total outlets: 28 non pepsi: 5 Non buyer: 6

Laldarvaja : total outlets: non pepsi : non buyers: 6 Golvad: total outlets: non pepsi: non buyers:

28 5

Chowk: total outlets: non pepsi: 3 non buyer:

18 2

12 8 0

Navsari bazar: total outlets: 10 non pepsi: 2 non buyers: 1 Reshamvada: total outlets: 18 non pepsi: 4

Rampura: total outlets: non pepsi: non buyers:

29 3 9

Reasons for not converting into Pepsi

Service . Discount. Ready stock needed in some areas Getting cooler not on time . Delivery not on time . All the products are not available. Distributer problems.

Phase 2 outlet activation

Outlets cracking
Area name: Bamroli, chawta bazar, chowk bazar, dabholi, golvad, heera bazar, lal darwaja, chopadpati, navsari bazar,railway station, rampura And Adajan. Total outlets visited: 330 Non buyers of Pepsi: 48 Number of outlets cracked:33

Phase 3

Supervise to PSR

Work with PSR

In this work, we were going with psr on their route and saw that they are working on this below step or not ? 1. wishing to customer 2. store checking 3. merchandise 4. charging 5. pure 6. POG 7. Order

Findings
efore a year PCX has a problem of changing the distributorship.

ue to frequent change in PSRs, we are not able to develop relations with retailers.

ate approach of PSRs to new outlets .

Findings (contd)
Good working environment for employs to work Misuse of Samna In the case of scheme Pepsi is providing better schemes than Coca Cola.

In the case of mineral water under brand name Aquafina, is selling more than Kinley.
Coca Cola is market leader and Pepsi is the market challenger in the whole surat market. Credit are also given to the regulary taking our products and pepsi monopoly shops .

suggestion
Another brand of Cola flavor should be introduced and it should have strong taste and more fizz so as to attract the customers who like Thumps up more than Pepsi.

Pepsi fridge and racks should be make easily available for the retailers so that they survey the purpose of visibility as they say JO DIKHEGA WOHI BIKEGA. Supply should be in time. Ready stock needed at some core areas. The company should concentrate on the brand awareness of its product.

THANK YOU..!!!