“analysis of marketing of pepsi in the market with its competitors”
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A
SUMMER TRAINING PROJECT REPORT
ON
“ANALYSIS OF MARKETING OF PEPSI
IN THE MARKET WITH ITS
COMPETITORS”
DELHI &
NCR
SUBMITTED IN PARTIAL FULFILLMENT OFMASTER OF BUSINESS ADMINISTRATION
2013-2015
UNDER THE GUIDANCE OF:SUMITTED Y:-
P!"#$ NEHA %AIDI&IPIN SINGH
Admn No-13GSOB201176
E'!"(( N"-13032011)*
MBA (2013-15)
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Galgotia greater noida
CONTENTS
PREFACE++++++++++++++++++$03
ACKNOWLEDGE++++++++++++++$$$05 E,ECUTI&E SUMMARY++++++++++$0*
INTRODUCTION+++++++++++++$$$0
OJECTI&ES+++++++++++++++$$10
COMPANY PROFILE++++++++++++12
ORGANI%ATIONAL
STRUCTURE+++++++++++++++$$$1)
PRODUCTS PROFILE+++++++++++$$$1
SLOGANS . LOGOS++++++++++++23 INDIAN E,PERIENCE+++++++++++$$32
RAND.PACK PROFILE++++++++++3/
RKJ GROUP++++++++++++++++*
CREDENTIALS++++++++++++++$$$/
RESEARCH METHODOLOGY+++++++$$$$5
FINDINGS . OSER&ATIONS++++++++55
ANALYSIS+++++++++++++++++5*
SWOT ANALYSIS++++++++++++++5) CONCLUSIONS++++++++++++++$$$$5
RECOMMANDATIONS+++++++++++$$*0
LIMITATIONS+++++++++++++++$)*
MAIN KEY POINTS+++++++++++++)
UESTIONNAIRE+++++++++++++$$2
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ILIOGRAPHY++++++++++++++3
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PREFACE
Summer training project is necessary part for fu!ment of
BBA course" #$e emp$asis in t$e project is pro%iding t$e
study and an insig$t into &ndian '()G Business Scenario"
#$e summer training project is designed to pro%ide
participation of *G+( program as on t$e jo, eperience"
#$is $as gi%en a c$ance to try and appy t$e academic
.no/edge and gain insig$t into corporate cuture" #$is $eps
in de%eoping decision-ma.ing a,iities and emp$asies onacti%e participation ,y t$e student"
& undertoo. my *roject in &ARUN E&ERAGES a
eading Botter and (ar.eting partner of t$e *epsi 'oods"
+uring t$e training & $ad /or.ed on t$e project “ANALYSIS
OF MARKETING OF PEPSI IN THE MARKET WITH ITS
COMPETITORS "# PEPSI IN DELHI . NCR”$
& gained %aua,e eperience .no/edge during t$e
sur%ey" #$e *roject consists of my !ndings after ta,uation of
coected data t$en anayed concusions /ere dra/n and
!nay suggestions /ere put for/ard"
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)4#&'&)A#
#$is is to certify t$at t$e project tited “A'(44 "#
M!678'9 "# P74 ' 8;7 M!678
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ACKNOWLEDEMENT
A tas. underta.en /it$out o=ering prayers to amig$ty and
ta.ing ,essings from t$e eders is not a good ,eginning"
>i.e/ise t$e /or. competed /it$out ac.no/edging t$e
assistance to t$ose /$o /ere a/ays ,y my sides to ma.e
my e=orts fruitfu in t$e tas. eft incompete"
&n t$e ,eginning & /oud i.e to epress my sincere t$an.s to
my &nstitute teac$ers for gi%ing me an opportunity to ta.e
t$e practica eperience of /or.ing ife"
& con%ey my sincere t$an.s to (4" S( AGA4?A> @;O+
+ S);OO> O' BS&NSS for pro%iding me t$e proper
guidance for pro%iding me t$e opportunity to carry out my
summer training project e=ecti%ey and ecienty" & /oud
aso i.e to pay t$an.s to a my cassmates and friends andmy famiy mem,ers for co-operating /it$ me and $eping
me to compete t$e project"
SUMIT
CHAUHAN
A &ISEMESTER
*1355/
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E,ECUTI&E SUMMARY
#$e distri,ution net/or. of **S& is /e .no/n for its
eciency ,ut company constanty stri%es for t$e ,etterment
of t$eir distri,ution net/or. system" mp$asis of our study
/as to focus on t$e customer of company i"e" t$e retaiers"
#$e 4etai (apping of +>;& N)4 is an integra step
for t$e assessment de%eopment and ,etterment of t$is
system" #$e distri,ution system not ony comprises t$e
mo%ement of t$e products ,ut aso incorporates t$e
merc$andising of t$e product /$ic$ is %ery ,road in its
pur%ie/"
#$e project incorporates t$e anaysis of t$e
performance of **S& and pro,ing into opportunities of
increasing t$e mar.et s$are in +>;& N)4 " #$e entire
process $ad to ,e in an organied manner in order to dei%er
meaningfu resuts for t$e
purpose of decision-ma.ing" #$e project /as t$at of mar.et
researc$ /it$ sur%eys and o,ser%ations as its major p$ases
/it$ t$e o,jecti%e of gat$ering of a important information
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materia for strengt$ening t$e position of **S& in +>;&
N)4 "
INTRODUCTION
#$e *roject “A'(44 "# =!678'9 "# 74 ' 8;7
=!678 ;& N)4 Be%erage (ar.et"
#$oug$ t$e process is an ongoing one ,ut t$e decisions
$a%e to ,e ta.en on a strong ,ase supported ,y facts and
!gures and t$at too on papers" #$is support can ony ,e
pro%ided /it$ t$e $ep of an etensi%e and t$roug$ anaysis
of t$e mar.et and t$e data coected t$ereof"
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#$e (ar.eting +e%eopment )o-ordinator /$o /as t$e
ead or t$e project $ead dei%ered t$e o,jecti%es of t$e
project to us epressy and /e $ad to su,mit t$e day report
to $im aong /it$ t$e draft report" ;e /as t$e in c$arge of
t$e project and ga%e guideines and directions to approac$
t$e project"
O @7?8B7
To analyze, interpret and study the entire beverage
market of DELHI & N!
omparative study of the various brands, pa"ks and
#avors available in the market$
%nalysis of the strong and eak point of the
"ompetitors produ"ts and "ompare it ith 'E'(I$
To assess the rea"h and feasibility of the produ"t and
give the output for further investment for enhan"ing
the distribution netork along ith assessing the
e)"ien"y of the "urrent distribution system$
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%ssess the promotional measures in the "onte*t to the
sales of 'E'(I and fo"using our study on the "ustomer
of "ompany i$e$, the retailers$
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As o,%ious t$at any company is concern /it$ t$e
increase in saes of its products our project /as in ine /it$
t$e companiesC o,jecti%es and a steps incorporate in t$e
project /ere directed to gi%e an o%er%ie/ so as to attain its
o,jecti%es"
#$e mar.et researc$ conducted ,y us /as in
accordance to t$e companyCs rues and poicies /$ic$ /ere
5uite materia for t$e ecient and e=ecti%e resuts and
inferences to ,e dra/n from t$e entire process"
#$e mar.et researc$ /as conducted in compiance of
t$e gi%en guideines dei%ered to us epressy to ac$ie%e t$e
gi%en o,jecti%es /$ic$ /ere as under9
+$ 'rotability -$ Improvement
.$ (ales /$ To satisfy the "ustomers
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THE COMPANY PROFILE: PEPSI CO$
)ae, Brad$am a Ne/ Bern N") druggist /$o
formuated *epsi )oa founded *epsi )oa Be%erage ,usiness
at turn of t$e century" *epsi )oa )ompany no/ produces
and mar.ets neary 200 refres$ment ,e%erages to retai
restaurants and food ser%ice customers in more t$en 1D0
countries and territories around t$e /ord and generates
re%enue of o%er 1E ,iion doars *epsi)o ?ord
;ead5uarters is ocated in *urc$ase Ne/ 8or."
*epsi )o" is t$e /ord eader in t$e food c$ain ,usiness"
&t consists of many companies amongst /$ic$ t$e prominent
ones are P74 C"( F!8"-( P74 #"" '87!'8"'(
' P-;8 KFC ' T?" @7((" #$e group is presenty
into t$ree most pro!ta,e ,usinesses namey Be%erages
Snac.s foods and 4estaurants"
#$e ,e%erages segment primariy mar.et it *epsi diet
*epsi (ountain +e/ and ot$er ,rands /ord/ide and 7*
outside t$e "S"mar.et" #$ey are positioned in cose
competition /it$ )oca )oa inc" of SA"
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#$e Snac.s food di%isions manufacture and distri,ute
and mar.ets ot$ers snac.s /ord/ide"
#$e restaurant segment primariy consists of t$e
operations of t$e /ord/ide *ia-;ut #aco ,e and
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industry customer ,ase is pro,a,y t$e /idest and deepest
,ase in a /ord t$at is Jooded /it$ some many categories"
According to Be%erage +igest t$e customer ,ase for soft
drin.s is a /$opping DFK of reguar users in t$e nited
States" #$is represents a arge !ed of potentia customers
for *epsi )oa"
*epsi prefers to segment itsef as t$e ,e%erage c$oice
of t$e “N7< G7'7!8"'”> “G7'7!8"' N78”> "! 48
4 8;7 “P74 G7'7!8"'”$ #$ese terms adopted in
*epsiCs ad%ertising campaigns are referring to t$e mar.ets
t$at mar.eters refer to as Generation I" #$e Generation I
consumer is pro!ed to ,e ,et/een t$e ages of 1E to 2D"
#$ey $a%e $ig$ epectations in ife and are %ery mo,ie and
acti%e" #$ey adopt a ifestye of i%ing for today and not
/orrying a,out ong-term goas" #$ose *epsiCs main
emp$asis on t$is segment t$ey aso $a%e a focus on t$e 12
to 1E year od mar.et" *epsi ,eie%es if t$ey can get t$is
mar.et to adopt t$eir product t$en t$ey coud esta,is$ a
oya customer for ife"
*epsi )oa t$roug$out its 100 years of eistence $as
de%eoped muc$ strengt$" One of t$e strengt$s t$at $as
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de%eoped *epsi into suc$ a arge corporation is a strong
franc$ise system" #$e strong franc$ise system /as t$e
,ac.,one of success aong /it$ a great entrepreneur spirit"
*epsiCs franc$ise system and distri,utors is credited to ,ring
*epsi from a 7D6E gaons of soda sod in 1D03 to neary F
,iion gaons in t$e year of 1DD7"
*epsi aso $as t$e uury to spend 22F miion doars in
ad%ertising a year" #$is enormous ad ,udget ao/s *epsi to
reinforce t$eir products /it$ reminder ad%ertising and
promotions" #$is arge ,udget aso ao/s *epsi to introduce
ne/ products and %ery 5uic.y ma.e t$e consumer ,ecome
a/are of t$eir ne/ products"
*epsi aso $as $ad t$e good fortune of ma.ing %ery /ise
in%estments" Some of t$e ,est in%estments $a%e ,een in
t$eir ac5uiring se%era arge fast food restaurants" #$ey $a%e
aso made /ise in%estments in snac. food companies i.e
F!8" L /$ic$ at present time is t$e argest snac.
company in t$e /ord" *ro,a,y $ig$ on t$e ist of strengt$s
is *epsiCs ,e%erage ine up"
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*epsi $as four soft drin.s in t$e top ten ,e%erages in
t$e /ord" #$ese ,rands are P74> M"'8' D7 D78
P74> ' C7'7 F!77 D78 P74" Some ot$er strong
,rands are A Sport Sice #ropicana Star,uc.s A5ua!na
and a icense agreement /it$ Ocean Spray uices"
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C;25!=2'
P!7457'8
U'58M2'297
!
TDM
ADC
)ustomer
3-ecuti%e
+istri,uters A1B1)
4outeAgents
;eper
)ustomer
3-ecuti%e
+istri,uters 31'
4outeAgents
;eper
O4GAN&LA#&ONA> S#4)#4
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*4O+)# *OS&ON&NG O' **S& )O"
*epsi prefers to position itsef as t$e ,e%erage c$oice of
t$e “N7< G7'7!8"'”> “G7'7!8"' N78”> "! 48 4
8;7 “P74 G7'7!8"'”$
#$ese terms adopted in *epsiCs ad%ertising campaigns
are referring to t$e mar.ets t$at mar.eters refer to as
G7'7!8"' ," #$e Generation I consumer is pro!ed to ,e
,et/een t$e ages of 1E to 2D" #$ey $a%e $ig$ epectations
in ife and are %ery mo,ie and acti%e" #$ey adopt a ifestye
of i%ing for today and not /orrying a,out ong-term goas"
#$oug$ *epsiCs main emp$asis is on t$is segment ,ut t$ey
aso $a%e a focus on t$e 12 to 1E year od mar.et"
#$e ric$ deep ,ue cooring represents eterna
yout$funess and openness" (ar.eting pans i.e Y7 D(
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M'97 M"!7H G"8 '"8;7! P74H Y7 P4 ; H
$a%e made *epsi one of t$e cooest ,rands recognied
among teens in t$e top !%e and t$e ony ,e%erage product
in t$is category"
PEPSI-COLA LOGOS
#$e *epsi-)oa ogo $as c$anged many times o%er t$e
years" ;ereMs a c$ronoogica $istory of t$e %arious ogos"
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S("9'4 ' L"9"4
1ED
EBradMs +rin.
1D0
3
$iarating
&n%igorating Aids
+igestion
1D0
6
Origina *ure 'ood
+rin.
1D0
E
+eicious and
;eat$fu
1D1
F
'or A #$irsts -
*epsi9)oa
1D1
D
*epsi9)oa - &t
ma.es you
Scintiate
1D2
0
+rin. *epsi9)oa -
&t ?i Satisfy 8ou
1D2
E
*eps 8ou p
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1D2
D;ereMs ;eat$
1D3
2
Spar.ing
+eicious
1D3
3
&tMs t$e Best )oa
+rin.
1D3
+ou,e Sie
4efres$ing and
;eat$fu
1D3
E
oin t$e S/ing to
*epsi
1D3
D
#/ice as (uc$ for
a Nic.e
1D
3
Bigger +rin.
Better #aste
1D
7
&tMs a Great
American )ustom
1D
D
?$y #a.e >ess
?$en *epsiMs BestP
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1DF
0
(ore Bounce to
t$e Ounce
1DF
#$e >ig$t
4efres$ment
4efres$ing ?it$out
'iing
1DF
E
Be Socia,e ;a%e
a *epsi
1D6
1
No/ &tMs *epsi for
#$ose ?$o #$in.
8oung
1D6
3
)ome Ai%e
8ouMre in t$e *epsi
Generation
1D6
7
#aste t$at Beats
t$e Ot$ers )od
*epsi *ours &t On"
1D6
D
8ouM%e Got a >ot to
>i%e *epsiMs Got a
>ot to Gi%e
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1D7
3
oin t$e *epsi
*eope 'eeinM 'ree
1D7
6 ;a%e a *epsi +ay
1D7
D
)atc$ #$at *epsi
Spirit
#a.e t$e *epsi
)$aenge
1DE
1
*epsiMs Got 8our
#aste for >ife
1DE
3*epsi No/
1DE
#$e )$oice of a
Ne/ Generation
1DE
7AmericaMs )$oice
1DE
D
A Generation
A$ead
1DD
2
Gotta ;a%e &t
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1DD
3
Be 8oung ;a%e
'un +rin. *epsi
1DD
F
Not$ing se is a
*epsi
1DD
7Generation Net
1DD
ESame Great #aste
1DD
D #$e oy of )oa
200
0 #$e oy of *epsi
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STRENGTH . WEAKNESSES
OF PEPSI CO$
*epsi )oa t$roug$out its 100 years of eistence $as
de%eoped muc$ strengt$" One of t$e strengt$s t$at $a%e
de%eoped *epsi into suc$ a arge corporation is a strong
franc$ise system" #$e strong franc$ise system /as t$e
,ac.,one of success aong /it$ a great entrepreneur spirit"
*epsiCs franc$ise system and distri,utors is credited to ,ring
*epsi from a 7D6E gaons of soda sod in 1D03 to neary F
,iion gaons in t$e year of 1DD7"
*epsi aso $as t$e uury to spend 22F miion doars in
ad%ertising a year" #$is enormous ad ,udget ao/s *epsi to
reinforce t$eir products /it$ reminder ad%ertising and
promotions" #$is arge ,udget aso ao/s *epsi to introduce
ne/ products and %ery 5uic.y ma.e t$e consumer ,ecome
a/are of t$eir ne/ products"
*epsi-)oa pro%ides ad%ertising mar.eting saes and
promotiona support to *epsi-)oa ,otters and food ser%ice
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customers" #$is incudes some of t$e /ordMs ,est-o%ed and
most-recognied ad%ertising" Ne/ ad%ertising and eciting
promotions .eep
*epsi-)oa ,rands young" #$e company manufactures
and ses soft drin. concentrate to *epsi-)oa ,otters" #$e
company aso pro%ides fountain ,e%erage products"
*epsi aso $as $ad t$e good fortune of ma.ing %ery
/ise in%estments" Some of t$e ,est in%estments $a%e ,een
in t$eir ac5uiring se%era arge fast food restaurants" #$ey
$a%e aso made /ise in%estments in snac. food companies
i.e F!8" L /$ic$ at present time is t$e argest snac.s
company in t$e /ord"
*ro,a,y $ig$ on t$e ist of strengt$s is *epsiCs
,e%erage ine up" *epsi $as four soft drin.s in t$e top ten
,e%erages in t$e /ord" #$ese ,rands are P74> M"'8'
D7 D78 P74> ' C7'7 F!77 D78 P74 " *epsi
aso $as t$e No"1 tea in t$e nited States >ipton T7" Some
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ot$er strong ,rands are A Sport Sice #ropicana Star,uc.s
A' and a icense agreement /it$ Ocean Spray uices"
*epsi )oa i.e any company $as /ea.nesses" &ronicay
t$e one strengt$ t$at $as ,een credited for most of its
success in t$e past $as no/ ,ecome a /ea.ness for *epsi"
#$is former strengt$ is t$e franc$ise system" #$e franc$ise
system in *epsi )orporate %ie/ $as ,ecome a ia,iity" *epsi
in todayCs mar.et must ,e a,e to act as one instead of
se%era separate units"
#$e franc$ise system $as ,ecome a $urde to *epsi
,ecause many of t$ese franc$ises $a%e ,ecome %ery strong
and /i not ,e dictated ,y *epsi)o on $o/ to $ande t$eir
operations" Some of t$ese franc$ises are un/iing to support
certain *epsi products and at times produce t$eir o/n
pri%ate a,e products t$at are in direct competition /it$
*epsi products"
Secondy t$e franc$isees are not /iing to ma.e capita
ependitures to .eep up /it$ )oca-)oa /$o is a !rm
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,eie%er in rein%esting into t$eir infrastructure @)oca )oa at
present time does not operate a franc$ise ,otting system"
As mentioned earier *epsi $as tried to ee%ate t$is
pro,em ,y spinning o= t$eir interest in fast food restaurants
,ut at present time are sti guity ,y association to many of
t$e arge fountain accounts" #$e franc$ise system $as aso
a=ected fountain saes due to t$e fact franc$isees are not
/iing to ,uy epensi%e fountain e5uipment to pace in
accounts mainy ,ecause t$e pro!t margin is so o/ and
coud ta.e years to recoup t$eir in%estment" *epsi aso $as a
/ea.ness in t$e internationa ,e%erage mar.et"
nfortunatey for *epsi t$ey /ere a o$nny )ome
>ateyH into t$is arena" *epsi $as tried to enter t$is mar.et
,y trying to do in t$ree years /$at too. )o.e F0 years to do"
#$is area /i ta.e years for *epsi to mature simpy due to
)o.eCs dominance in t$e internationa mar.et and t$e strong
ties t$at )o.e $as de%eoped /it$ t$ese mar.ets and t$eir
go%ernments"
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*epsi customers ,uy neary !%e ,iion gaons of soft
drin.s per year" *epsi customers ,uy t$eir products ,ecause
of taste price pac.aging and promotiona factors and of a
/ide %ariety of ,rands" *epsi customers aso ,uy t$eir
products due to t$e $ig$ accessi,iity of *epsi ,rands"
*epsi products are distri,uted to many outets" 'or eampe
supermar.ets /$ere *epsi ,uys arge s$ef area and dispay
areas so t$e customer can !nd t$em easier %i
)on%enience stores 4estaurants (o%ie t$eaters and amost
and ot$er concei%a,e spots"
*epsi $as a competiti%e ad%antage o%er )o.e ,ecause of t$e
image it portrays" *epsi promotes itsef as t$e c$oice of t$e
“N7< G7'7!8"'”$ *epsi gets t$is ad%antage ,y
impementing suc$ arge mar.eting projects i.e *roject
Go,eH" #$is mar.eting pan /$ic$ *epsi spent 637 miion
doars o%er !%e years is to introduce t$e ne/ ric$ deep ,ue
cooring of its pac.aging" #$e ric$ deep ,ue cooring
represents eterna yout$funess and openness" (ar.eting
pans i.e t$is made *epsi one of t$e cooest ,rands
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recognied among teens in t$e top !%e and t$e ony
,e%erage product in t$is category"
Anot$er competiti%e ad%antage t$at *epsi $as is in t$eir
product (ountain +e/" (ountain +e/ $as gro/n a
staggering 7"1K o%er t$e ast !%e years" (ountain +e/ $as
a 6"3K mar.et s$are and $as recenty ,ecome t$e No" soft
drin. in America" At t$is current pace (ountain +e/ /i ,e
come t$e !rst non-coa to reac$ t$e 1,iion gaon mar. in
one year"
*epsi aso $as an ad%antage as an inno%ator in t$eir !ed"
#$ey are t$e !rst soft drin. ma.ers to introduce a ne/ one-
caorie soda caed *epsi-One /it$ just appro%ed ,y t$e '+A
Ace-
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**S&-#; &N+&AN I*4&N)
Q *epsi is one of t$e most /e .no/n ,rands in t$e
/ord today a%aia,e in o%er 160 countries" #$e company
$as an etremey positi%e outoo. for &ndia" O847 N"!8;
A=7!? 8
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Q #$is reJects t$at &ndia $ods a centra position in
*epsiCs corporate strategy" &ndia is a .ey mar.et for *epsi)o
and at t$e same time t$e company $as added %aue to
&ndian agricuture and industry" *epsi)o entered &ndia in
1DED and is concentrating in t$ree focus areas R Soft drin.
concentrate Snac. foods and egeta,e and 'ood
processing"
Q 'aced /it$ t$e eisting poicy frame/or. at t$e time
t$e company entered t$e &ndian mar.et t$roug$ a joint
%enture /it$ otas and *unja, Agro &ndustries" ?it$ t$e
introduction of t$e i,eraiation poicies since 1DD1 *epsi
too. compete contro of its operations" #$e go%ernment $as
appro%ed more t$an ST 00 miion /ort$ of in%estments of
/$ic$ o%er ST 330 miion $a%e aready Jo/n in"
Q One of *epsi)oCs .ey strategies /as to de%eop a
competey oca management team" *epsi $as 1D company
o/ned factories /$ie t$eir &ndian ,otting partners o/n 21"
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The to advertisements tags0 1yehi hai right "hoi"e baby2
and 1nothing o)"ial about it2 immediately ring a bell3 it2s got
to be 'epsi$
#$e ad%ertisement tag ‘yehi hai right choice baby’
/as t$e !rst UHingi!h’ sogan e%er used in t$e in t$e &ndian
mar.et" #$is sogan pro%ed to ,e t$e ,est suited one for
*epsi and it /as a mega $it and at t$at moment of time"
*epsi in a s$ort span of its operations in &ndia $as found
a pace in t$e $earts and minds of t$e &ndian consumers" #$e
success $as primariy ,een due to t$e inno%ati%e and
passionate &ndian team /$ic$ $as ,een ,uit o%er t$e years"
*epsi is a trendsetter managed and run ,y &ndians /$ere
important decisions are ta.en ocay"
*epsi started its operations in &ndia in 1DED and since
t$en *epsi)o $as set up a fuy integrated operation in &ndia
%i" (anufacturing 4esearc$ +e%eopment (ar.eting
+istri,ution and 'ranc$ising- co%ering fruitV%egeta,e
processing ports Snac. 'oods Be%erages" &n t$e mean
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time *ia ;ut and 'rito >ayCs are t$e eampes in t$is regard
ony"
*epsi $as 0 ,otting pants in &ndia out of /$ic$ 16 are
company o/ned and 2 are o/ned ,y &ndian franc$isees"
One of t$e major payer in franc$isee is 4
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#$is group $as ,roug$t name and fame to t$e *epsi as
in a t$is regions *epsi is at t$e commanding position and in
t$e mean t$is group $as di%ersi!ed itsef into ice cream
suiting and s$irtings restaurants ,eer pant in (auritius
edi,e oi pant in Sri >an.a
PEPSI-COLA IN INDIAN SCENARIO
Since t$e entry of *epsi-)oa to &ndia in 1DED t$e soft
drin. industry $as under gone a radica c$ange" ?$en *epsi-
)oa entered *are /as t$e eader /it$ t$e #$ums-up ,eing
its Jags$ip ,rand" Ot$er products o=ering ,y *are incuded
>imca Godspot anot$er upcoming payer in t$e mar.et
/as t$e erst/$ie ,otter of )oca-)oa "#$re %rin&!'" &ts
o=ering incudes )ampa- )oa )ampa->emon )ampa-
Orange"
W8; 8;7 !7-7'8! "# C"?-C"( ' 8;7 I''
=!678> P74-C"( ; 8" 9" ' #"! ="!7 99!744B7
=!678'9 8" 448' 84 =!678 4;!7$ T;7 ?;!"'"("9
"# 8;7 '8( ;47 "# 8;7 C"(
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• 1/)): *are aunc$ed #$ums-up and pure drin.s
aunc$ed )oca-)oa"
1//: &n Septem,er !na appro%a for t$e *epsi 'oods
>td" *roject granted ,y t$e "(abinet (o))ittee' on
economic a=airs of t$e "Ra*ee+ ,an%hi ,o+t-'
1//0: &n (arc$ "Pe#!i.(oa an% /.$#' aunc$ed
mar.ets in nort$ &ndia"
1//0: &n (ay #$e go%ernment ceared t$e *epsi-)oa
project again ,ut /it$ a c$ange in ,rand name to
"Lehar Pe#!i'0 simutaneousy it rejects t$e )oca-
)oa appication "(itra' from t$e *are sta,e $ited
t$e mar.et"
1//1: *epsi-)oa etended its soft drin.s ,usiness and
reac$ed at nationa scae" *epsi-)oa aunc$ed its
product in +e$i and Bom,ay"
1//2: &n anuary Brito foods appication is ceared ,y
t$e '&*B" *epsi-)oa and *are start initia negotiation
for a strategic aiance ,ut too. ,rea. o= after a /$ie"
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1//3: *epsi-)oa aunc$ed "Sice an% Tee)'
captured a,out 2F-30K of t$e soft drin. mar.et in
a,out 2 years"
1//: *epsi ,oug$t
"D$&e! 1 Sone!'-
1//5: *epsi-)oa unc$ed cans $a%ing capacity of
330m in %arious Ja%ors
1DD69 P74-C"( "=748? ' '87!'8"'(
"7!8"'4 ?"=@'7 '8" P74-C"( C"='$
I'87!'8"'( ' "=748? "7!8"'4 ?"=@'7 '8"
"'7 @4'744 '8 ?((7 45rito3lay ompany6$
1DD79 P74-C"( @!"9;8 47irinda 8range6
""487 8" 45anta6$
1//: *epsi-)oa aunc$ed "Mirin%a Le)on' opposite
to "Li)ca'-
1///: *epsi-)oa aunc$ed "Diet Pe#!i' in can and
1"F >it" "PET' ,otte for $eat$ conscious peope"
2001: *epsi-)oa aunc$ed Sice in "Tetra' *ac."
2003: *epsi-)oa aunc$ed "Pe#!i B$e' to get t$e
fa%our of /ord cup season"
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2005: *epsi-)oa aunc$ed (irinda in "Stra2 Berry'
Ja%our to get t$e fa%our of mo%ie Batman"
PEPSI-COLA PHRASES
T;7 P74-C"( =!678'9 ;!47 ;4 (4" ?;'97
=' 8=74
1D0D-1D3D9+eicious and ;eat$fu
1D3D-1DF09#/ice As (uc$ 'or A Nic.e #oo
1DF0-1D639#$e >ig$t 4efres$ment
1DF3-1D619Be Socia,e
1D61-1D639No/ &tMs *epsi 'or #$ose ?$o #$in. 8oung
1D63-1D679)ome Ai%e 8ouMre &n #$e *epsi Generation
1D67-1D6D9#aste #$at Beats #$e Ot$ers )od
1D6D-1D739 8ouM%e Got A >ot #o >i%e *epsiMs Got A >ot
#o Gi%e
1D73-1D7F9oin #$e *epsi *eope 'eeinM 'ree1D7F-1D7E9;a%e A *epsi +ay
1D7E-1DE19)atc$ #$at *epsi Spirit
1DE1-1DE29*epsiMs Got 8our #aste 'or >ife
1DE3-1DE39*epsi No/
1DD0-
1DD9
1DDF- 200
200- no/
*epsi #$e )$oice Of A Ne/ Generation
*epsi not$ing ocia a,out it
8e$ di mange more @*epsi &ndia
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**S& R B4AN+S
AN+ *A)< *4O'&> B4AN+ *A)
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'>AO4 *A)
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COLA C!@"'87 S"#8 D!'6:
PEPSI
MIRANDA ORANGE
MOUNTAIN DEW
)UP
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MANGO:
SLICE MANGO
MINERAL WATER:
AUAFINA
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THE RKJ GROUP
&t can ,e said /it$ a,soute certainty t$at t$e 4
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@&ndia *ri%ate >imitedX in &ndia" &t $as ecusi%e franc$ise
rig$ts for Nort$ern astern &ndia" &t $as tota 27 *ia ;ut
4estaurants under its company"
#$ey $a%e di%ersi!ed into education ,y opening t$eir
!rst sc$oo in Gurgaon under t$e management of D7(;
P@(? S?;""( S"?78$
)ompanies are medium sied professionay managed
unisted and cosey $ed ,et/een &ndian *romoters and
foreign coa,orators"
#$e group added anot$er feat$er to its cap /$en t$e
prestigious *epsi)o &nternationa Botter of t$e 8earH a/ard
/as presented to (r" 4"
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(AO4 )4+N#&A>S
A4N B4AGS >&(+ 4)&+ GOLD
STANDARD AWARDH 'O4 *4O+)#&ON YA>
)ON#4O> 'O4 #; 8A4 1DD6-1DD7"
A&*4&A G4O* ?AS A++G+ “EST OTTLER”
O# O' (O4 #;AN 2000 BO##>4S A>> O4 #;
?O4>+ 'O4 #; 8A4 1DD6-D7"
LOCATIONS OF OTTLING PLANTS OF PEPSI IN INDIA
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THE MARKET RESEARCH PROCESS
#$e entire project /as di%ided into !%e p$ases and
eac$ p$ase $ad its indi%idua signi!cance and suppemented
eac$ ot$er" #$e process $ad to ,e started from t$e grass
root e%e and it /as %ery important to understand t$e
mar.et for t$is '()G product /$ic$ is %ery fast in
production distri,ution and consumption"
T;7 B7 ;474 '8"
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B- Retai Trac&ing
(- (or#orate Trac&ing
D- Anay!i! o3 4n%ing an% ob!er+ation!
E- Segregating DELHI 1 N(R 3or 5AP an% SAP
#$e entire process /as more of a +escripti%e
4esearc$ type and incorporated a forma study of t$e
speci!c pro,ems faced ,y most '()G companies an
eporing t$e opportunities in t$e untapped mar.et" #$e
sur%ey /as conducted on t$e ,asis of **S& product
preference and e%auation of saes forecast in t$e ne/ and
underde%eoped mar.et incuding t$e e%auation of t$e
ad%ertising and promotiona measures" #$e data coected
$ad to ,e systematicay arranged anayed and reported in
a form congenia to ta.e on t$e spot decisions"
#$e o,ser%ation approac$ /as adopted in t$e process
,y gat$ering t$e data essentia and materia for t$e decision-
ma.ing and /it$ cear o,jecti%e of increasing t$e mar.et
s$are of **S& in t$e +>;& N)4 mar.et" )ustomer
preferences and satisfaction /as aso important in assessing
t$e mar.et s$are ,ut t$at /as %ery cear t$at customers
generay do not $a%e oyaty to/ards t$e product in t$e
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Be%erage industry rat$er /$at matters t$e most is t$e
product a%aia,iity /$ic$ /i ,e discussed ater"
A t$e p$ases mentioned a,o%e $a%e ,een discussed
aong /it$ t$e o,ser%ations pro,ems and ot$er dimensions
/$ic$ $a%e ,een encountered and eperience in detai in t$e
foo/ing pages"
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A$ ROUTE RIDING :
#$e Be%erage &ndustry or to ,e more speci!c t$e Soft +rin.s
&ndustry $as one of t$e most acti%e net/or. in term of its
production suppy distri,ution mar.eting consumption and
aso persona reations at t$e %ery second e%e of its
distri,ution net/or." #$at is t$e reason /$y it is sometimes
said to ,e &7! F48 M"B'9 C"'4=7! G""4”$
+ue to t$e a,o%e stated reason it ,ecomes %ery
essentia to study and anaye t$e mar.et of t$ese products
from t$e grass root e%e" So in t$e Soft +rin.s )ompany as
**S& route riding ,ecomes t$e !rst and foremost step in
any of t$e acti%ities to ,e underta.en ,e it any ocia so /e
/ere no eceptions"
+uring t$e %ery initia days /e /ere re5uired to
eercise 4oute 4iding t$e o,jecti%e of /$ic$ /as9
• To understand and analyze the market in its ra and
basi" form$
• To gain an in depth knoledge of the mer"handising
and pro"essing a"tivities of the !oute %gents and
understand the 9everage market$
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• To undertake the "omparative study of the various
brands and #avour pa"ks of all e*isting beverages or
soft drinks mar.et and t$e mar.et s$are and gro/t$
potentia of eac$ ,rand indi%iduay"
To develop innovative ideas to enhan"e the distribution
system$
4oute 4iding is ,asicay accompanying *epsi ans
aong /it$ t$e route agents and understanding t$e /ay t$ey
conduct merc$andising acti%ities rig$t from t$e c$arged
%ans ea%e t$e depot to t$e entry of empty %ans ,ac. to t$e
depot" #$e 4oute 4iding p$ase /as for t$e initia t/inty days
in /$ic$ /e $ad co%ered t/enty di=erent routes"
#$e 4oute 4iding is a crucia p$ase ,ecause t$e actua
deaing /it$ t$e retaiers and t$eir deaing /it$ t$e
customers can ,e %ery ecienty understood t$roug$ t$is
process /$ic$ is important at a e%es of decision ma.ing in
t$e industry"
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#$e 4outes i"e" t$e *epsi ans /ere c$arged and eft
t$e depot ,y 7930 in t$e morning accompanied ,y t$e 4oute
Agent @4"A"Cs" #$e 4ACs /ere gi%en t$e route panners and
t$e particuars of t$e products Ja%ors and 5uantities aong
/it$ t$e ,iing materias" #$e %ans $ad to co%er t$e entire
route and t$e 4A $ad to do t$e merc$andising and saes
against cas$ /$ic$ /as a signi!cant feature of t$is industry"
#$e targets /ere gi%en t/ice or t$rice in a /ee. t$at /as a
c$aenge for t$em and after ac$ie%ing t$ese targets t$e
4ACs /as a/arded /it$ some specia incenti%es" As t$ere
eists a payer i.e )oca )oa" So it $ad a ot to do /it$
sc$emes discounts and ot$er incenti%es"
#$e routes /ere aocated on t$e ,asis of indi%idua areas
and t$e demand of t$e product in t$at particuar area" #$e
4ACs ,een responsi,e for t$e accompis$ment of t$eir saes
target on t$eir routes and /as gi%en incenti%es on ac$ie%ing
t$e targets" Not ony t$is t$e
4ACs aso $ad t$e responsi,iity of mo%ing t$e Ja%ors and
pac.s in proportion aong /it$ t$e proper dispay of t$e
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products for proper %isi,iity and arrangement of products in
,rand order aong /it$ &ISI !8”"
#$e 4ACs $ad t$e responsi,iity of setting up 7onopoly
**S& Saes )ounters /$ere no products ecept t$at of **S&
/oud ,e a%aia,e amongst t$e soft drin.s and especiay of
)oca )oa" #$ese monopoy saes counters enjoyed specia
,ene!ts in terms of dis"ounts, s"hemes, :I(I2s ;fridges
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t$eir assigned areas" A )ustomer ecuti%e $ad nine to ten
4ACs under $im and /as responsi,e for t$eir performances
as /e" ;e /as aso concerned /it$ t$e promotiona
acti%ities on $is routes and $anding of poicy matters in t$e
corporate regarding suppy to industria canteens and
cafeterias"
?e as 4esearc$ trainees /ere re5uired to study and anaye
t$e acti%ities of t$e 4ACs and ,e famiiar /it$ t$e mar.et" ?e
$ad ,een pro%ided (ar.et Anaysis S$eets ,y t$e (+) in
/$ic$ /e /ere re5uired to record t$e o,ser%ations of t$e
retai outets on a particuar route"
#$e o,ser%ations /$ic$ /ere re5uired to ,e recorded in
/ere9
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• The =uantity of the "old and arm sto"ks of all brands
and #avors available at the outlet along ith the outlet
details$
• In=uiring about the satisfa"tion of the retailers in terms
of sales of 'E'(I produ"ts, s"hemes, dis"ounts, "ombo
o>ers, and the benets of promotional a"tivities$
• In=uiring about the satisfa"tion by the "urrent
distribution netork in "onte*t to produ"t availability of
all #avors pa"ks or individual #avors a""ording to
demand of "ustomers, rates billings$
• In=uiring about the behavior and mer"handising of !%2s
in a""ordan"e ith the "ompanies2 regulations and
re"ord "omplaints against !%2s, "ompany or produ"ts, if
any$
• In=uire about the performan"e of various brands and
#avors pa"ks and "ustomer2s response to those brands
or #avors and also to edu"ate the retailers about
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various s"hemes and in"entives to in"rease sales
volume$
• Last but not the least, assessment of the e>e"tiveness
of, assessment of the e>e"tiveness of promotional
materials and a"tivities like, display boards, glo signs,
signage, all paintings, posters, banners, ra"ks,
shelves, "ounters, :I(I2s, and also impa"t of nation
ide advertising on brand loyalty by the "ustomers$
#$e information so coected /as re5uired to ,e !ed in
t$e (ar.et Anaysis S$eet @specimen on t$e net page and
reported to t$e (+) aong /it$ ot$er information in order of
t$eir seriousness"
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$ RETAIL MAPPING OF DELHI . NCR 9
#$e 4etai (apping is t$e integra part of t$e project
and t$e most crucia is ta.ing signi!cant decisions regarding
t$e en$ancement of t$e distri,ution net/or. in%o%ing $ea%y
in%estment on account of increasing t$e routes and starting
ne/ routes and promotiona measures on t$ose routes to
increase its mar.et s$are in +>;& N)4 N)4" #$e ne/
routes eporing ne/ mar.ets re5uired t$e decision to ,e
supported /it$ facts and !gures /$ic$ $ad to ,e pro%ided ,y
t$e 4esearc$ trainees on t$e ,asis of t$e sur%ey conducted
in t$e mar.et and processed data t$ereof"
#$e retai mapping $ad to ,e conducted on t$e ,asis of
t$e 4etai #rac.ing S$eet @4#S /$ic$ $ad ,een de%eoped
,y t$e (ar.eting +e%eopment )oordinator and )ustomer
ecuti%es of t$e +>;& N)4 N)4 unit /$ic$
incorporated t$e retai outets t$eir addresses proprietor
respondent etc and ser%ed as a %ita data,ase for a mar.et
since t$en for **S& in +>;& N)4 and $ad to ,e
incorporated in t$e project in accordance to t$e companies
poicies"
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OJECTI&ES OF RETAIL MAPPING:
(egregating entire DELHI & N! for (trong %rea
'rogramme and ?eak %rea 'rogrammer i$e$ 0 SAP and
5AP-
• %ssessment of retailer2s performan"e$
• %ssessment of the level of promotional measures
re=uired for in"reasing market share of 'E'(I$
• olle"tion of re=uired information for making
investment de"isions for the enhan"ement of e*isting
routes and opportunities for ne routes in e*isting
market as ell as e*ploring ne market$
• lassi"ation of all retail outlets in DELHI & N! into
ve broad "ategories viz, On Ro$te0 Non E6i!tence0
Non Potentia0 Reachabe and Non Reachabe
under the head, Potentia Retai O$tet!-
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#$e duration for t$e competion of t$e 4etai mapping
too. duration of 20 days" #$e entire sur%ey /as guided and
directed ,y t$e )ustomer ecuti%e and +aiy report $ad to
,e presented to $im after assessment and anaysis aong
/it$ ot$er !ndings and o,ser%ations" #$e +ata $ad to ,e
cassi!ed in a systematic manner and presented in a
prede!ned format /$ic$ /as furt$er re%ie/ed ,y t$e
(ar.eting +e%eopment )oordinator"
#$e 4etai (apping process incorporated of incuding of
ne/ outets /$ic$ $a%e ,een omitted or ne/y opened and
t$e product a%aia,iity on a t$ese outets" #$e major t$rust
/as on segregating t$e mar.et for (trong %rea 'rogramme
and ?eak %rea 'rogramme$
#$e Strong Area refers to t$e routes on /$ic$ t$e
saes targets are met /it$out muc$ e=ort and $a%e
continuous demand for t$e products" #$ese areas are
performing to t$e standards and are contented /it$ t$e e%e
of promotion sc$emes and ot$er saes ,oosting measures"
#$e mar.eting e=orts are nomina in t$ese areas ,ecause of
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t$e surpus demand and t$e area of concern is ony to
ensure t$e proper and ecient suppy of t$e products to
meet t$e demand" &n t$e +>;& N)4 mar.et approimatey
32K of t$e mar.et can ,e said to ,e strong areas and t$ese
areas incude t$e /e-de%eoped mar.ets as 4;"'9
=((4> ="B7 8;78!74 ?"'B7'"4> ;"87(4> !748!'84
' @!4 78?" 'or t$ese Strong areas SA* ony aims at
maintaining t$e performance of t$e product and en$ancing
t$e saes %oume" &t is not t$e area of serious concern for t$e
company"
On t$e contrary t$e 5ea& Area refers to t$ose areas or
routes /$ic$ are criticay o/ in saes and t$e targets are
toug$ to ac$ie%e and re5uire aggressi%e mar.eting support"
#$e demand in t$ese areas is Juctuating or rat$er fee,e"
#$e routes are t$e area of concern for t$e company as t$e
demand is %ery o/ due to many reasons and t$e major one
is t$e eistence of t$e payer i.e )oca )oa in t$e mar.et"
Ot$er reasons coud ,e poor distri,ution net/or.
inade5uate a%aia,iity of t$e products on t$e outet
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inade5uate promotiona measures and mar.eting support
unde%eoped mar.et as t$at of t$e interiors etc"
#$ese /ea. areas $ad to ,e identi!ed and t$e cause of
t$eir inferior performance $ad to ,e traced t$roug$ t$e
4etai (apping and t$e company $ad to ,e pro%ided /it$ t$e
facts and !gures to ta.e egitimate measure on t$e ,asis of
t$e !ndings of t$e de!cient performance of t$e product in
t$ese areas" #$is in%o%ed t$e aggressi%e mar.eting strategy
and $ea%y in%estment decisions to strengt$en t$ese
mar.ets" 'or t$is purpose t$e cassi!cation of t$e outets into
!%e categories /as %ery crucia aong /it$ t$e ot$er !ndings
and o,ser%ations discussed ater" #$ese !%e $eads of
cassi!cation $a%e ,een discussed as under"
ON ROUTE :
&t refers to t$e retai outets /$ic$ are co%ered ,y t$e
4oute Agents and %isited daiy for saes and
merc$andising" #$e outet is %isited daiy and acti%ey
in%o%ed in t$e saes of a ,rands and Ja%or pac.s of
**S&"
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NON E,ISTENCE:
&t refers to t$e outets /$ic$ /ere merc$andising t$e
product are no more in eistence i"e" t$ey $a%e
di%ersi!ed t$eir ,usiness acti%ity or $a%e cosed"
NON POTENTIAL9
&t refers to t$ose outets /$ic$ are in eistence ,ut
$a%e %ery o/ potentia in terms of saes or are not
.eeny interested in merc$andising t$e products of soft
drin."
A carefu assessment $ad to ,e done in case of Non
*otentia outets as t$ey /oud turn to ,e potentia in
near future" &t /as aso t$e area of operation of project
to moti%ate t$ese Non *otentia outets to underta.e
t$e merc$andising of **S&"
POTENTIAL OUTLETS :
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&t refers to t$ose outets /$ic$ $a%e t$e potentia for
t$e merc$andising of **S& and $a%e t$e re5uired
in%estment capa,iities and can ,e t$e pro!ta,e
*oint Of *urc$ase of **S& ,y t$e customers" #$ere
/ere cases in case of t$ese potentia outets /$ic$
/ere aready merc$andising **S& and t$ose /$ic$
did not deat /it$ ,e%erage products" #$e
possi,iities of setting monopoy counter /ere %ery
fair at t$ese outets and /ere gi%en specia attention"
#$e *otentia outets $ad to ,e furt$er cassi!ed in
t/o $eads as ,eo/9
o REACHALE POTENTIAL OUTLETS :
&t refers to t$ose *otentia outet /$ic$ are
reac$a,e i"e" t$e products can ,e made a%aia,e
/it$ t$e **S& %ans" #$e reac$a,iity decision $ad
to ,e ta.en in contet to t$e accessi,iity of t$e
%ans at t$ese outets"
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o NON REACHALE POTENTIAL OUTLETS :
&t refers to t$ose *otentia outets /$ic$ are not
accessi,e ,y t$e **S& %ans" #$ese outets $ad to
,e considered ,ecause t$e saes %oume can ,e
increased at t$ese outets and so aternati%e
met$od of distri,ution and promotiona acti%ities
$a%e to ,e e%auated and /or.ed upon"
CORPORATE MAPPING 9
+>;& N)4 ,eing an entirey industria city $ad $uge
potentia for t$e saes of **S& in corporates as t$ese
concerns $ad factories oces and canteens and t$e ocias
and /or.ers ,ase /as %ery strong" #$e process of 4etai
(apping /as foo/ed ,y t$e )orporate (apping /$ic$
incorporated of tracing of t$e organiations and assessing
t$e mar.et for **S& in t$ese areas" Apart from t$ese t$e
data,ase $ad to ,e updated to turn t$e non-potentia mar.et
in t$e corporate into pro!ta,e iaisons for t$e increment of
saes %oume"
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THE OJECTI&ES OF CORPORATE MAPPING WERE:
Tra"e the organizations ith and ithout "anteens
and "afeterias and estimate the market for 'E'(I$
Estimate the brand preferen"e of 'E'(I and 8@E in
the "orporates and the reasons thereof$
To revie the produ"t performan"e and satisfa"tion
along ith the e*pe"tations of the "ustomers in
"orporates in"luding 'E'(I Dispenser E=uipments$
To assess the produ"t availability and demand of the
produ"t ;Tra)"< in these organizations as ell as
hen the produ"t has the optimum "onsumption e$g$
daily, delegations, meetings, parties, or other
o""asions and the "ustomers i$e$, hether the
o)"ials or orkers or both$
To ensure e)"ient supply and re"ord any "omplaints
or grievan"es thereof$
To assess the promotional measures being adopted
by o"a ola for tapping these markets and lo"ate
the eak points in "orporates having o"a ola
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"ounters to "onvert them into protable
opportunities$
#$e )orporate (apping /as t$e suppementary
programme in t$e project to ,oost t$e saes performance of
**S& in +>;& N)4 and capture t$e mar.et s$are of its
nearest competitor" #$e anaysis and !ndings /ere recorded
on t$e format pro%ide ,y t$e company accompanied ,y t$e
ist of !ndings and o,ser%ations in order or t$eir preference
and seriousness aong /it$ a t$e ree%ant detais a,out t$e
organiation" #$e matters /ere discussed and anayed
carefuy ,y t$e (+)"
#$e corporate matters $ad to ,e gi%en a specia care as
t$ese $ad $uge potentia for t$e product" #$e specimen copy
of t$e )orporate (apping format is attac$ed for reference"
#$e !ndings and o,ser%ations $a%e ,een discussed in t$e
coming pages"
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ANALYSIS OF FINDINGS AND
OSER&ATIONS:
#$e main o,jecti%e of t$e company is to increase t$e
,rand preference and mar.et s$are so any information
materia form t$is point of %ie/ $ad to ,e ta.e into account
aong /it$ t$e formats pro%ided ,y t$e company for
prede!ned information recording and anaysis of t$ose
recordings and present t$e information in an organie and
systematic manner in a condensed form reJecting t$e actua
position of t$e mar.et"
#$e information $ad to ,e recorded in t$e format aong
/it$ t$e ree%ant information as per t$e o,jecti%es of t$e
researc$ and an anaysis of t$at information $ad to ,e made
and present t$em in an understanda,e format so t$at
immediate inferences can ,e dra/n" Generay t$ose
information $ad to ,e presented in percentages and t$e
ot$er !ndings and o,ser%ations $ad to ,e e%auated and a
ist of !ndings $ad to ,e arranged in order of t$eir
seriousness and areas of serious concern aong /it$ t$e
outet detais"
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After t$e anaysis s$eets and formats $a%e ,een
surrendered to t$e )"Cs after anaysis ,y t$e trainees it /as
furt$er anayed and e%auate ,y $im and a ,rief anaysis
/as made eac$ day of t$e daiy report" #$e )Cs furt$er
for/arded t$ese reports after retaining t$e reference copy
to (+) for furt$er re%ie/ and reference"
E$ SEGREGATION OF DELHI . NCR :
As discussed earier t$at t$e major o,jecti%e of t$e
4etai (apping of +>;& N)4 /as to segregate t$e mar.et
for **S& for t$e Strong Area *rogramme and t$e ?ea. Area
*rogramme" #$ese *rogrammes $a%e ,een discussed under
t$e 4etai (apping ;ead" #$e +ata and fact coected ,y t$e
sur%ey $ad to ,e anayed and presented in a systematic
form in order to dra/ meaningfu inferences"
#$e !nding of t$e 4oute 4iding and t$e Sur%ey
conducted during t$e 4etai (apping and t$e )orporate
(apping /ere com,ined toget$er and anayed toget$er to
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reac$ a !na report ie t$e !ET%IL 7%''INA (B77%!C or THE
8NDEN(ED D!%5T !E'8!T /$ic$ ga%e t$e entire picture
of t$e actua position if **S& in +>;& N)4 " #$e report so
prepared /as on t$e ,asis of t$e 4etai #rac.ing S$eet and
t$e ot$er suppementary !nding and o,ser%ations /ere
considered to reac$ a consensus of decaring t$e route as a
/ea. area or a strong area"
#$e reports /ere anayed t$oroug$y ,y t$e )ustomer
ecuti%es and a meeting /as $ed for t$e assessment of
t$e routes and t$e reasons of unfa%ora,e performance in
t$e /ea. areas and $o/ to impro%e t$e saes on t$ose
routes" #$e discussion comprised of t$e furt$er in%estments
for t$e en$ancement and etension of t$e routes and t$e
e%e of promotiona measures re5uired in t$ese areas" #$e
performance of )oca )oa /as aso re%ie/ed simutaneousy
and a comparati%e study /as made to assess t$e
performance and gro/t$ in t$e industry" #$ese data and
!gures /ere compared /it$ t$at of t$e ast year and a
gro/t$ percentage /as reac$ed /$ic$ aso ser%ed as a ,asis
of decaring an area as a ?ea. Area"
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As aready mentioned 'E'(I is a :57A so t$e
mar.eting strategies are going to ,e %ery dynamic in nature"
#$e )ustomer ecuti%es $ad to formuae day to day
strategies and t$ese /ere communicated to 4ACs in t$e
morning /$en t$ey /ere going to ea%e t$e depot and t$is
interaction among 4"A"and )"" /as to ,e .no/n as ,ate
Meeting"
#$e programmes /ere to ,e ,ased on t$e seriousness
of t$e pro,ems and accordingy a mid or aggressi%e
mar.eting promotiona and in%estment programme /as to
,e formuated"
FINDINGS . OSER&ATION
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#$e reports of eac$ p$ase of t$e project $ad to ,e
suppemented ,y t$e information data facts and !gures
and signi!cant !ndings and o,ser%ation to support t$e
feasi,iity of decisions to ,e ta.en on t$e ,asis of t$e 4etai
mapping Summary or t$e )+4" #$e information so recorded
in eac$ p$ases of t$e project $ad to ,e isted in order of t$eir
ree%ance and seriousness and presented in a form to
faciitate immediate inference"
S"=7 "# 8;7 ="!8'8 "@47!B8"'4 ;B7 @77'
(487 @7("
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performing above standards apart from 'E'(I ola in
spite of the o"a ola ith to "ola #avor pa"ks i$e$,
oke and Thumps up$
The present distribution system of 'E'(I is the best in
the entire 57A industry in DELHI & N! and the
maFor strength
of 'E'(I$ The enhan"ement in the distribution netork
ould denitely in"rease the market share of 'E'(I$
The retailers played a very "riti"al role in the in"rement
in the sales volume of the produ"t and the had to be
kept satised in order to in"rease the market share by
o>ering better s"hemes, dis"ounts, display materials
su"h as :I(I2s, ra"ks, "ounter, signage, all paintings
and better amount for pur"hase of shelf spa"e for
display$
The e*isten"e of sub3dealers and super sto"kiest are
also the maFor area of problem, as they do not move
the s"hemes and other display materials and in"entives
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information to the retailers, hi"h is one of the reasons
for the dissatisfa"tion of retailers$
The "ut throat "ompetition beteen 'E'(I and 8@E
had lead to the never ending "ola ar and pri"e ar
hi"h has brought don
the prot margins hi"h is one of the maFor grievan"es
apart from the "ommon "omplains pertaining to
s"hemes, in"entives and display materials$
The other maFor issue as the supply of 'E'(I from the
bottling plants in Delhi and 'unFab against the "ompany
poli"ies$ These plants supplied the produ"ts at
dis"ounted rates and violated mer"handising prin"iples
of 'E'(I$
%nother "riti"al issue as the presen"e of dupli"ate
produ"ts of 'E'(I in the market$ The details of these
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outlets have been surrendered to the "ompany for
a"tion against these outlets$
The position of 'E'(I in the "orporates as not up to
the mark and o"a ola had a better s"ene in this
"onte*t$ 8ne of the reasons "an be assigned to the
produ"t positioning of 'E'(I and o"a ola$
ANALYSIS
MARKET STATUS OF PEPSI PRODUCT
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Pepsi; 24%
Mirinda Orange; 14%
Mirinda Lemon; 3%
Mountain Dew; 19%
Slice; 20%
Lear Soda; 4%
!"ua#ina; $%
Lear $&p; 9%
PEPSI-COLA PRODUCTS
PREFERENCE OF SOFT DRINKS IN UANTITY
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200 ML; 3$%
300 ML; 2'%
330 ML ()!*+; 2%
2 L,-; 24%
RATIO OF CONSUMPTION OF SOFT DRINKS
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PER 100 CONSUMERS
Often; 67%Dail.; 13%
Once in a wee/; 3%
*eer; 1%
,wice in a wee/; 12%
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T;7 "8;7! S8848?4 ' ''9 ;B7 @77'
!747'87 ' 8;7 #"!= "# B!"4 ?;!84 "' 8;7
?"='9 974:
+(AN+ O' SO'# +4&N
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CONSUMTION OF PEPSI RAND
RATIO OF PEPSI AND
COKE IN DELHI . NCR
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W;?; @!' !?;47 4 8;7 ="48
PEPSI Vs COKE
'$%
43 P1PS2
)O1
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SWOT ANALYSIS
STRENGTH:
1 Good mar.et penetration"
2 (oti%ated c$anne partner"
3 ?e de!ned routes"
WEAKNESS:
1 A ,rands /ere not a%aia,e in at east E0K s$ops"
2 )ompaint $anding /as not up to mar."
3 Suppy in certain area is %ery irreguar and aso route
agents are not co%ering fu routes"
*oor signage and dispay is ma.ing t$e routes /ee. for
t$e sae of *epsi"
F &nterpersona reations$ip /it$ t$e company ocias
and t$e route agent is not satisfactory"
OPPORTUNITY:
1 &t is o,ser%ed t$at in some ne/y esta,is$ing areas
many ne/ outets are opening *epsi needs to
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concentrate on t$ese ne/ outets and can graduay
increase its sae in t$ese area"
2 >arge num,er of mi outets can ,e c$anged to *epsi
ecusi%e and co.e ecusi%e to mi ony ,y uring t$em
good and ecient suppy go/ sign and cooing
e5uipments"
THREATES:
1 )o.e is t$e ony nearest competitor and it is catc$ing
up in t$e mar.et penetration t$roug$ price s.imming
and ot$er promotiona sc$eme"
2 Some oca ,rands commony .no/n as 6'?; T
T" S;'7 and t$e aunc$ of C8?; 4"#8 !'6 a
product of DS 9!" are causing decrease in sae in
some areas"
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)ON)>S&ON
#$e ,usiness of Soft +rin. industry is signi!canty
,ased upon t$e impuse ,uying so it is %ery necessary to
(erc$andise products of **S& ecienty and present t$em
in suc$ a manner so t$at it can moti%ate t$e consumer and
generate a t$irst in consumer to consummate it"
#$oug$ **S& $as a strong position in +>;& N)4
N)4 /it$ t$e support of its ecient distri,ution net/or.
aggressi%e mar.eting e=orts and ad%ertisements aong /it$
attracti%e sc$emes ,ut t$ere sti eists potentia mar.et in
+>;& N)4 N)4 to ,e epoited and a suita,e ?ea.
Area *rogramme or t$e Strong Area *rogramme $as to ,e
formuated to impro%e its mar.et s$are depending upon t$e
area under consideration"
Soft drin. ,usinessCs ,e$a%ior is not go%erned ,y ,rand
oyaty so t$e emp$asis is not ony on creating t$e mar.et
,ut aso on retaining it" #$e a%aia,iity of t$e rig$t ,rand
and Ja%or pac. at t$e rig$t pace at t$e rig$t time is a .ey
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for /inning t$e customer in soft drin. ,usiness"
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RECOMMENDATIONS
#$e *roject 4etai (apping /as concerned ony /it$
pro%iding t$e organiation /it$ a t$e necessary information
re5uired to strengt$en t$e position of **S& in +>;& N)4
in t$e form of reports incorporating a information in an
anayed and summaried form" But some critica and major
issues /$ic$ $a%e ,een identi!ed on account of etensi%e
anaysis re5uired suggestions to ,e put for/ard on t$e ,asis
of t$e current mar.et scenario"
#$ere s$oud ,e uniformity in sc$emes and discounts
/$ic$ are o=ered to t$e retaiers and s$oud ,e ,ased
on a speci!c parameter suc$ as saes %oume to a%oid
dissatisfaction and ,iasness among t$e retaiers"
Acti%ities of su, deaers and super stoc.iest s$oud ,e
controed and c$ec.ed in order to ensure fair prices
and distri,ution of sc$emes and incenti%es to sma
retaiers to a%oid discontent among sma$odings and
outets"
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%ery possi,e step s$oud ,e ta.en for t$e
satisfaction of t$e retaiers as t$ey are t$e most important
suppement to t$e saes promotion measures and nation/ide
ad%ertising campaigns of t$e company in contet of ,oosting
t$e saes and en$ancement of t$e ,rand image of **S&"
#$e operations of t$e ,otting pants of t$e surrounding
territories s$oud ,e controed in order to ensure t$at
t$ey do not suppy t$e product in ot$er territories not
under t$eir area of operation"
#$e company s$oud modify its ad%ertising strategy and
educate t$e customers a,out its age-od eistence and
en$ance its ,rand image" #$is /i appea to t$e target
customers of midde and oder age groups apart from t$e
younger generation in /$ic$ **S& $as a good $od"
'irst and foremost t$ings are t$at /$ate%er t$e poicy
is going to ,e formuated it s$oud not ,e same for a
t$e areas" +i=erent poicies s$oud ,e framed and
impemented at di=erent areas ,y oo.ing and .eeping
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%arious %aria,es in t$e mind i.e ,uying $a,its
preferences education e%e !nancia position of t$at
particuar area and standard if i%ing etc"
4ura mar.et ,eing a %ery potentia segment needs
%ery 5uic. and prompt e=orts to ,e ta.en to capture
t$is $ig$ %oume mar.et"
(any retaiers compained regarding irreguary in %isit
,y t$e eecuti%es" #$ey aso said t$at eecuti%e gi%e
%ery ,ad response to t$eir compaints" &t is necessary
t$at eecuti%e s$oud ma.e fre5uent %isit to co%er eac$
outet and try to pro%ide t$em ,est
*ouc$es foreign partices /ere found in fe/ ,ottes so
proper 5uaity contro measures s$oud ,e impemented
as companyCs reputation are at sta.e"
#$ere is a great mar.et of soda @1 >it" ,ut t$e suppy of
t$is pac. is %ery poor so t$e suppy s$oud ,e made
possi,e 5uic.y"
Yuaity of *# ,otte s$oud ,e impro%ed so t$at most
pro,ems can ,e minimied"
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Soft drin. is sti considered a treat %irtuay a uury so
it possi,e company s$oud cut do/n its price especiay
of cans"
Suppy of posters go/-sign ,oards tin ,oards ,anners
and sun pac. s$eets etc s$oud ,e made at reguar
inter%a"
)aim s$oud ,e pro%ided to t$e deser%ing retaiers"
?a painting s$oud ,e made reguary in t$e area as it
is a good medium of ad%ertisement"
*roper attention s$oud ,e gi%en to t$e retaierCs
pro,em so t$at t$ey ta.e interest to increase t$e sae"
*roper ad%ertisement s$oud ,e made at rai/ay
station ,us stand pos$ area major mar.et and
economies pace etc"
A company may create fa%ora,e impression among t$e
yout$ if t$ey sponsors sma e%ents i.e coege
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festi%as uni%ersity programs sc$oo functions fas$ion
s$o/s 5ui programs etc"
4etaiers need dispay materia" #o en$ance t$e
mar.eting of t$e product"
LIMITATIONS
#$e retaiers in many cases reuctant to ans/ered many
5uestions"
#$e respondents may ,e ,iased on inJuenced ,y some
ot$er factors"
#ime and money /ere t$e greatest imitation in
carrying out t$e sur%ey"
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A num,er of retaiers @pan-s$op ,eing iiterate it too.
us ot of time in coecting information"
#$e mere information /$ic$ /e get from t$e retaiers is
not sucient to arri%e at a concusion"
#$e seasona c$anges a=ect t$e se"
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MAIN KEY POINTS
Ser%ice aspect of agencies is %ery e=ecti%e t$ey
dei%er t$eir product according to t$e demand a just intime"
After conducting t$e mar.et sur%ey of retaier in
G$aia,ad city
& anaye t$at *epsi-)oa is dominating o%er )oca-)oa
in t$e sae of *#"
After anaying t$e mar.et and cacuate t$e /eig$tage
t$e resut comes out t$at (ountain +e/ is t$e eading
product of *epsi-)oa"
)onsumers do $a%e a demand for 200 m and 2 it"
,otte"
4etaiers $a%e pro,em in dispay materia"
(ost of t$e pace i.e cinema $a and educationa
institutions are dominated ,y *epsi-)oa"
4etaiers $a%e compaint regarding t$e *# t$at more
,etter 5uaity ,otte s$oud ,e used"
A5ua!na @*epsi-)oa in G$aia,ad city dominated
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&t /as seen t$at >e$ar Soda @1 it" in particuar remains
s$ort during t$e season"
&n t$e mar.et t$ere is ony a retaier on /$ic$ t$e sae
of t$e di=erent product of di=erent company depends"
UESTIONNAIRE
N=7 :
A!744 :
C"'8?8 N"$ :
$1$ Are your customer satis!ed /it$ *epsi P
$ yes @$ no
$2$ +o you pro%ide $ome dei%ery of *epsi
$ 8es @$ no
$3" ;o/ many $ousesP
$$ ?$ic$ ,rand of soft drin. do you seP
" Ony *epsi-)oa @$ Ony )oca )oa ?$Bot$"
$5$ ?$ic$ 5uantity of soft drin.s you $a%eP
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$ 200 m @$ 300 m ?$ F00 m
$ 2 it" 7$ A"
$*$ ?$ic$ ,rand of soda do you seP
$ >e$er Soda @*epsi-)oa @$
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$12$ ?$ose rac.s do you o/nP
$ Ony *epsi-)oa @$ Ony )oca )oa ?$Bot$"
$13$ &s t$ere increase in saes due to dispay of t$e rac.sP
$ 8es @$ No"
$1$ A%aia,iity of go/ ,oards pro%ided ,y companyt$roug$ promotiona sc$eme"
$ 8es @$ No"
Y"15" Are your customer SA#&S'&+ of **S& sc$emes P
$ 8es @$ No ?" )ant Say
Y"1*" &s t$e ,rand of pepsi is $ig$ on your saeP
" yes @" no ?" cant say
$1)" " ?$at Ktage increase in sae you get after t$esc$emes o=ered ,y **S&P
" F-1FK @"2F- 30K ?" more t$an F0
$1
200 ML 300ML
PCI CC, PCY CC,
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STOCKREGULAR
*00 ML 2 LIT
STOCKPET
PCI CC, PCI CC,
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ILIOGRAPHY
M!678'9 M'97=7'8 @?ritten ,y *$iip
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