pepsi
TRANSCRIPT
PresentationPresentationOnOn
“Market Expansion Strategies Of PepsiCo In Surat”“Market Expansion Strategies Of PepsiCo In Surat”
S.K PATEL INSTITUTE OF
MANAGEMENT & COMPUTER STUDIES
Submitted by: Submitted to: Ronak Shah 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: 92 non pepsi: 46 non buyer: 6• Bamroli gham and road: total outlets: 17 non pepsi: 13 non buyer: 0• Heera bazar: Total outlets: 35 Non pepsi: 16 Non buyers: 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: 28 Chowk: non pepsi : 5 total outlets: 18 non buyers: 6 non pepsi: 3Golvad: non buyer: 2 total outlets: 12 non pepsi: 8 Navsari bazar: non buyers: 0 total outlets: 10
non pepsi: 2 non buyers: 1Rampura: total outlets: 29 Reshamvada: non pepsi: 3 total outlets: 18 non buyers: 9 non pepsi: 4
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
Supervise to PSR
Phase 3
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
• Before a year PCX has a problem of changing the distributorship.
• Due to frequent change in PSRs, we are not able to develop relations with retailers.
• Late approach of PSRs to new outlets .
Findings (cont’d)
• 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..!!!