Minor Project Report

On

MARKETING STRATEGIES

Completed in PEPSICO

Submitted In Partial Fulfillment

Of the Requirement

Of Bachelor of Business Administration

Under Guidance of: Submitted By:

POOJA ARORA NITESH SHARMA

Designation: Placement Incharge Enrol No: 04650501710

Batch: 2010-2013

Submitted To:

Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi

(Affiliated to Guru Gobind Singh Indraprastha University)

1

DECLARATION

I hereby declare that this Minor Project Report titled consumer satisfaction submitted by

me to Banarsidas Chandiwala Institute of Professional Studies, Dwarka, New Delhi is a

bonafide work undertaken during the period from………..to……….by me and has not

been submitted to any other University or Institution for the award of any degree

diploma/certificate or published any time before.

(Signature of the Student) Date:

Name: NITESH SHARMA

Enroll No.: 04650501710

2

BONAFIDE CERTIFICATE

This is to certify that as per best of my belief the project entitled “(Title of the Project)” is

the bonafide research work carried out by (Name of the Candidate) Student of BBA,

BCIPS, Dwarka, New Delhi, in partial fulfillment of the requirements for the Minor

Project Report of the Degree of Bachelor of Business Administration.

He has worked under my guidance.

………………………..

Name

Project Guide (Internal)

Date:

Counter signed by

………………………..

Name

Director

Date:

3

TABLE OF CONTENTS

TOPICE PAGE NO.

Preface

Acknowledgement

1. Introduction 1

2. Company Profile 8

3. Marketing Mapping & Segmentation 38

4. Objective of the study 50

5. Scope of the project 51

6. Rationale 52

7. Methodology 53

8. Limitation 56

9. Data Analysis 54

10. S.W.O.T. Analysis 72

11. S.T.P. Analysis 73

12. Marketing mix 74

13. Findings 75

14. Recommendations 76

15. Executive Summary 77

16. Conclusion 79

17. Bibliography 80

18 Questionnaire 81

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ACKNOWLEDGEMENT

Intention, dedication, concentration and work are very much essential to

complete any task. But still it needs lot of support, guidance, co-operation of

people to make it successful.

I also offer my sincere thanks to all the respondents who spared their valuable

time for survey and specially Ms. Pooja, Banarsidas Chandiwala Institute Of

Professional Studies, who gave me her invaluable suggestion for preparing this

report.

At last but not least I also thanks to entire customer interviewed for their kind co-

operation.

NITESH SHARMA

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PREFACE

Summer training is a very important aspect in the study curriculum of our institute

(Asia-Pacific Institute of Management). Marketing is an essential tool for

marketing planning its application is effective for all industrial, commercial and

consumer markets. In the recent time, the market sentiment has completely

changed and it has become completely buyers market. Indian market is very

much price conscious market in the world. In the cold drink sector, there are

mainly two companies (Pepsi and Coca-cola) that are increasing their market

share by boosting their sell and try to get more popular between consumers.

Since cold drink sector is a seasonal business, in this short period of time every

player want to earn more profit.

Marketing mapping is an effective tool in marketing, by this way company can

know that how much shares they have and how much their competitors have. By

this mapping company get appropriate number of outlets, which they have. They

also know that how freeze they given to outlets. . How much they more invest

through giving freeze to the outlets. Through marketing mapping their know how

much retailer counter they have.

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EXECUTIVE SUMMARY

To complete this project a survey has been conducted for last 6 week retailers

with the help of ERS (Every retailer survey) and customers questionnaire in the

region of Nand nagri and Khichripur, which is having about 200 shops, by the

help of quota sampling. The sample size calculated by taking 200 shops in total.

After the exclusive survey, it was find out that strengthening of marketing

mapping plays a vital role in increasing the sales of the company and that effects

directly the market share of the company.

The main purpose of the strengthening of marketing mapping is to provide full

information about retailers, like his address, phone no, where his shop actually

located,retailer owner name,etc Its purpose is to include a distinct invitation to

engage in the transaction this study is basically.

The project is basically based on the identification and analysis of marketing

mapping to promote sales by getting information strategies and finally nurture

the proper functioning and working culture of Pepsi as an organization.

The finding band recommendations are made on the basis of survey most

depicts on the point that the most of the retailers are not aware of marketing

mapping. The salesman is bridge between retailers and company so they should

be properly equipped by complete knowledge. So that they can give proper

knowledge to the retailers.

.

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INTRODUCTION

PepsiCo is a giant player in convenient foods and beverages, with revenues of

approx $27 billion and over 143,000 employees. The company also consists of

the snacks business of Frito-lay North America, Beverages and foods, which

includes Pepsi Co Beverages North America (Pepsi-Cola North America and

Gatorade/Tropicana North America) and Quaker Foods North America. Pepsi co

success is the result of superior products, high standards of performance,

distinctive competitive strategies and high integrity of our people Pepsi Co ’s

beverages business was founded at the turn of the country by Caleb Bradham, 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-One, Mountain Dew,

Slice, Sierra Mist and Mug brands-account for nearly one-third of total soft drinks

in the United States, a consumer market totaling about $ 60 billion.

The main purpose of this project is to get Geographical Information System of

their outlets of Pepsi and their competitors like Coca- cola, fruti, jayanti and to

know their market share in the market.

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CARBONATED SOFT DRINK INDUSTRY

INDUSTRY STRUCTURE:

The three main teams 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 then 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). FOBO’s 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 consumers.

The principle retail outlets for the CSD are the supermarkets, convenience

stores, fountain services and thousands of small outlets.

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SALES PATTERN OF SOFT DRINK

Soft drinks sales are depending upon the season. As the sales are more in

summer as compare to winter. Basically sale target are depending upon the

scheme in the summer because through our survey what we find out retailer

demanded more, if the scheme are more. Displays also can increase the sales of

soft `drinks. Schemes are more demanded in rural area as compare to urban.

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, the

incentives given and on the relationship of the salesman and the retailers.

Water: To make the soft drinks they get water from the municipal supplies or

through the borings. Through reverse osmosis purification process they obtain

germ free water. The water is also treated with some chemicals so that the water

is obtained 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 carbonated soft drinks. Same water is also used

for washing of the used bottles.

Sugar Syrup Preparation: The next step is the preparation of the 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 agitator, so

that the sugar gets well dissolved in the water. 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 Plant Heat Exchanger.

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Finished Syrup: In the preparation of the finished syrup, additional water is

added to the raw syrup in the correct quantity along with some essence. The

solution is mixed thoroughly with an agitator 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 inter

mix 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 CO2 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.

Washing of the bottles : Washer, which consists of the soaking compartments.

These compartments contain caustic soda and a number of jets where soft water

and hot The 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. 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 refilling. The bottles are again

checked and then packed in the groups of 24.

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Quality control: 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.

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COMMON TERMS USED IN PEPSI-COLA

SYSTEM

RGB (REFILLED GLASS BOTTLES): This term is generally used for the 300

and 200 ml glass bottles.

Bottle: This term refers to the entire bottling group.

Can: A still of 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.

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 sell 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.

Whole Seller: A 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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COMPANY PROFILE

RKJ GROUP

Indian beverages industry’s size is Rs.8000 Cores and two players viz Pepsi and

Coke dominate it only. This profile industry has lot of potential for growth as per

capita consumption in India is 8 bottles a year as compared to 20 bottles in Sri

Lanka, 14 in Pakistan, while 12 bottles a person in Nepal.

The RKJ group is India’s leading supplier of retailer brand Carbonated and Non-

Carbonated soft drinks, with beverages manufacturing facilities in India and

Nepal. Its experience in the beverage industry dates back to the sixties when it

had the first franchise at Agra.

The group manufactures and markets Carbonated and Non-Carbonated soft

drinks and mineral water under Pepsi brand. The various flavors and sub-brands

are Pepsi, Miranda orange, Miranda Lemon, Mountain Dew, and 7UP, Slice

Mango, Slice Orange, Evervess 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.).

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It has the license to supply beverages in the territories of 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. In 1995 Varun beverages was awarded the best quality and

productivity award.

JAIPURIA

The management of the RKJ group is in the hands of MR. RAVI JAIPURIA

(CHAIRMAN OF THE COMPANY) and MR.I. J. KALIA (president of Varun

Beverages Ltd.) shares the production and managerial responsibilities of the

company.

Jaipuria Group is an Rs.1500 cores, family controlled, reputed business house

with a number of operations in diversified fields like textiles, bottling, education,

information technology, food chain and retailing, a part from numerous other

business segments.

The group as on today can boast of expertise and leadership in the fields of food

and beverages, textiles and real estate development with varied interests in a

wide range of products and services.

The Jaipuria group under the leadership of the three brothers SK Jaipuria, RK

Jaipuria and CK Jaipuria has today become one of the leading business houses

of the country.

The following are the major areas of operations of the Jaipuria Group:

1 Food and Beverages

2 Textiles

3 Information Technology

4 Real Estate

5 Education

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JAIPURIA GROUP IN INDIA

OFFICES AND PLANTS

1. New Delhi 12. Jaipur

2. Mumbai 13. Indore

3. Kolkata 14. Bhopal

4. Chennai 15. Gwalior

5. Hyderabad 16. Vishakhapatnam

6. Agra 17. Udaipur

7. Guwahati 18. Goa

8. Chandigarh 19. Dharwad

9. Lucknow 20. Jamshedpur

10. Varanasi 21. Noida

11. Patna 22. Cuttack

PEPSI DEVYANI BEVERAGES LIMITED was established on 9 th April at

Greater Noida (U.P.). The bottling plant of Varun Beverages was inaugurated

by MR> CHRISTOPHER SINCLAIR (the chairman of Pepsi Co. India Ltd.).

Pepsi Varun Beverages Ltd. is a manufacturing as well as trading concern. Its

area of business is spread at the following cities of Western U.P. and

Uttaranchal region:

1 Noida

2 Ghazi bad

3 Bijnor

4 Saharanpur

5 Meerut

6 Buland Shahar

7 Muzaffar Nagar

8 Dehradun

9 Haridwar

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PEPSI PROFILE

BIRTH PLACE OF PEPSI

NEW BERN, NORTH CAROLINA COAST----- on the spot in his pharmacy, Caleb

bard ham invented “brad’s drink which later he planted as Pepsi-cola.

1965

Donald M. Kendall. President and Chief Executive Officer op 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 Bradham, 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 companies are:

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) Lay’s

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 campai”Yahoo Mountain Dew---- it’ll tickle your

innards.”

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1969

Bold, modern Pepsi-Cola packing using red, white and blue is introduced.

“You’ve got a lot to live, Pepsi’s got a lot to give,” becomes the advertising theme

Mountain Dew changes its slogan to “ Get that Barefoot Feelin’Drinkin’Mountain

Dew”

1970

MOUNTAIN Dew changes its slogan to “ Get that Barefoot feel in ‘drink in’

Mountain Dew”

PepsiCo moves from New York City to new world headquarters in Purchase, N.

Y.. The new corporate headquarters feature a building by one America’s

foremost architects, Edward DURRELL stone (1902-1978) set on a campus of

144 acres amid an outdoor sculpture garden.

Pepsi introduces the industry’s 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 U.S.

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.

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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 has

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. Pepsi -Cola sponsors the first Western- produced

consumer commercial in the Soviet Union, appearing during the Goodwill

Games.

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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.

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.

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.

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.”

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The Pepsi Lipton Tea Partnership debuts new ad campaign emphasizing,

“There’s only one Original.” Pepsi -Cola introduces Smooth Moos Smoothies, a

line of low -fat dairy shakes.7UP International launches 7UPIceCola, 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.

Pepsi -Cola celebrates 100th Anniversary with first worldwide bottlers’

conference, held in Hawaii. The event is held during the same time as first

bottler’s 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-

dimensiponal Globe against a blue ice backdrop.

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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 world’s 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 it’s “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.

Pepsi-Cola’s flagship brand will have NEW TAGLINE,” The Joy Of Pepsi.”

Pepsi-Cola launches the bold new Mountain Dew code Red nationwide. It is

Mountain Dew’s 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

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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-Vin 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.

2004

Pepsi-Cola to launch Pepsi Edge, the first full-flavored cola with 50% less sugar,

carbohydrates and calories than regular cola.

2005

PepsiCo relanuched Mirind Lemon (ginger flavored).

The story still not end---------------------------

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25

PEPSI 10 STEP CALL:

1 Greet the customer by name.

2 Collect and sort all empties from the storeroom.

3 Communicate marketing programme and scheme to the customer.

4 Leverage the route book and refill the empties.

5 Arrange warm product displays (in the shop).

6 Charge cooler, ensure 100% purity.

7 Arrange crate display outside the outlet.

8 Put up POS at eye level.

9 Prepare cash memo, collect cash and fill up the route book.

10 Thanks the customer.

26

MARKET MAPPING AND MARKET

SEGMENTATION

MARKET MAP

It defines the distribution and the value chain between supplier and final market

segment, accounting for the various buying mechanisms and influencers found in

a market.

Market Segmentation identifies those groups of customers whose similar

requirement can be satisfied by a distinct marketing mix.

The marketing process company has developed processes and software to help

define both these inter-linked pre-requisites to successful strategic marketing

planning, the software tools, MMap and Market segment Master, can be used in

support of the 10 stage mapping and segmentation process shown below, which

is incorporated in a series of work shops

27

28

The Market Mapping segmentation process can be distilled into 10 step

process

10 STEP MARKET MAPPING PROCESS

1. Defines Market (need).

List the “needs” begin met by the current products, as highlighted

by the current customers.

The definition should focus around the needs of the final customer

(i.e. the final user).

2. Set parameter for analysis (i.e. specify what is to be included and

excluded ).

3. Estimate RAM (realistically available market )i.e that part of the market

in which your organization can realistically compete.

4. Draw a map of the market your business is segmenting –Current:

Identify junctions (i.e. transaction stages).

Include stages where influence is though to bear on the

purchase decision [i.e. where influence/ advice /decisions occur

(not necessarily a transaction) about which products to choose].

5. Initial qualification

Total market volumes (units)/ value (revenue) and your

organization’s share, which flows through different channels

No. of businesses / customers which exist at each junction.

6. Draw a map of the market your business is segmenting—FUTURE:

Record key drivers (such as e- business) that will have an

impact on channel mix.

Specify key assumptions.

Identify new/emerging junctions.

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Need to capture which will increase at the expense of

others.

Adjust total market volumes and your organization’s share,

which flows through different channels .

7. Expand details (preliminary segments). Top –line picture developed so

far may be hiding important differences between customers. Note at

each junction on your market map (if applicable ), all the currently

understand different types of companies/customers that occur there.

Sketch out the various sub- junctions separately.

Construct an outline (as opposed to the definitive

picture). Definitive picture can be entered once you

have decided at which junction on the map you should

be developing segments.

Highlight companies / customers who make decisions

about which product to buy (i.e. split junction into

leverage ‘members’)

Redraw the market map incorporating the breakdown of

junction types.

NOTE:

Market mapping routine may be challenging the

traditional lists of company/ customer types at the various

junctions around whom you currently conduct your

marketing effort.

8. Identify the junctions where market segmentation should occur (Market

Leverage Points) on the Market Map.

Determine which junctions ‘own’ or ‘influence’ the

purchase decision (i.e. those junction where a

decision is made about which of the competing

products/ services should be purchased)

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Segment junction furthest away from the supplier

(manufacturer) where decisions are made

Progressively backtrack along map away from final

towards the supplier

9. If junction “owns” or “influences” the purchase decision, ask:

Who buys (i.e. dominant profiling characteristics)?

What, where, when and how do they buy?

Why do they buy (underlying needs from which CSFs

derived?

10. Use process to segment your market into groups of customers who

share the same needs, behaviors and current channel preference.

MARKET MAPPING AND SEGMENTATION WORKSHOPS

The objective of the workshop series is to produce a structure for the defined

market, which clearly identifies the different that customers look to be satisfied.

These different requirement s can then be used to develop the alternative

strategies that need to be implemented, to better access the segments and tune

product offers to suit the customer requirements.

It should be noted that most organizations do not have access to the information

to produce a definitive segmentation structure that 100% accurate. However

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most organizations do have sufficient internal knowledge to produce something

that is ‘roughly right’ and a reasonable staring point. Where this is not the case,

the process makes it very clear where the information holes are and the

importance of that information.

If research is required, the process ensures a rigorous and very targeted brief

can be produced.

The workshop series is structured in three phases, as follows:

1 MARKET DEFINATION

A market is defined in term of a need that can be satisfied by the product or

services customers view as alternatives. Once this is clear, the boundaries for

the segmentation project can be set.

2. MARKET MAPPING

Marketing Mapping is used to develop a clear understanding of how a market

actually works, looking at both the routes or channels to market and the roles of

influencers. A key stage in market mapping is to identify who makes the decision

between alternatives offers, as it is on these individuals/ departments that the

segmentation review will focus.

3. Market segmentation

Having identified the key junctions on the market map, these are analysing to

arrive at a segmentation structure. This is achieved by answering the following

questions.

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Who Buys?

Here the out of the market map is captured, by identifying and defining the

different types of decision makers such as large corporates, small independents,

individuals and so on, along with the revenue associated with their decisions.

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What is bought, where? When? How?

The objective of this step is to clear identify the Key Discriminating Features

(KDFs) used by the decision-makers to choose between one offer5 and another.

In an airlines example this could involves class of travel, fare type, additional

services (chauffeur drive, for example), schedule, airport, loyalty programmes

agency, direct and so on.

Who buys what?

The different types of decision makers identified earlier in the process are then

broken down in to a series of micro-segments, to reflect the different purchase

bundles they put together.

Why do they buy?

As segmentation is about splitting customers or potential customers within a

market into different groups or segments, (within which customers have the same

or similar requirement), understanding the real needs customers are trying to

satisfying by the purchase bundle they put together is a crucial step. This

information is converted into critical purchase influences (CPIs). For example,

some segments will be influenced by service and convenience, others by price

and so on.

It should also be noted that CPIs might retail to how the micro-segment wishes to

be served. For example some large customers may wish to be served by a single

point of contact for all their needs, in which case the channels serving those

needs should reach them; for other micro-segments the Internet may represent

the best way to serve the customer.

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MMAP– THE MARKET MAPPING TOOL

MMap introduces a uniform language for market maps

By adopting a single, consistent approach, MMap enables the marketing

process company to produce a series of market maps to allow easy

comparisons between markets

Maps constructed by MMap will be structurally and numerically consistent

MMap is versatile enough to allow comparison of volumes and values and

their percentages and market shares.

Market maps may be easily exported to a word processing or presentation

packages.

The structure of the map is continuously checked whilst drawing to ensure

consistency.

Each map is produced in full colour. A re- coloring tool facilitates viewing

of:

Routes through a channel

The influencers of particular channel and who the channel

consequently influences

Routes into and out of a channel by unique coloring by

channel.

EXPLATIONATION OF THE FORMAT: -

Our Superior give us a format of route in it Shop name, address, Phone of that

outlet, personal number are give and we have to fill the Warm stock mean how

much warm stock of Pepsi and coke they have which is out of freeze and we ask

them about their chilled stock of which they have in the freeze. We wrote that

ratio in crates. We ask to them which company chilling equipment they have. Is

they have a freeze of Pepsi, Coke and his Own, we also write size of freeze and

number of freeze the Retailers have. We wrote the channels of the shop whether

it is Restaurant, chemist, hotel, etc. We also see that, which company board they

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have. There are three types of sinages, which are like paint, global sinages

board, display board etc.

GSB (Global size board):- Which have tube light inside it which shine/ glow in

the night .

DSB (Display Size Board):-Which is made of tin board .

By this survey company get current information of the number of outlets.

They register the name of outlet, phone number, name of retailers. The meaning

of this survey is for the view of company get appropriate number of outlet. As the

map is given to us by this way company get one think that how the salesman do

his route. Is he re-distribute on that way which he already distribute bottle. By this

way get it fuel, and make such kind of mapping that which outlet come was to

salesman early he do it first

then go the farthest. Our information through this survey given to the company is

very much important for the viewpoint of company because every planning is

depending upon it.

The purpose of writing the name of outlets as the company had record of outlet

through last year GIS. They have record of name of outlet but the purpose is that

suppose, the outlet is name of retailer’s daughter and he changes it and any

other reason should be there. Now that same shop which is change but that new

name is not near to the company that why they do GIS every year.

Another purpose is see the monopoly of Pepsi and coke see their share value is

more the their competitor. We go with salesman in the Tata 407 and spent our

whole day in this activity of survey with them to Give them correct information

and put plotting the position of outlets and submitted it to our supervisor at night.

As we write the chilled equipment, by this company know how much freeze are

plotted in the market. We find in some route where company give less freeze so

they concentrate on that route and we also saw such route also where company

gave two freeze in 1 outlets, so that this is the reason to ask the question

regarding to the company requirement.

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By writing the chilled warm and warm stock company can know how much empty

bottles they have in the market. So that they take them back, See the record of

the outlets. See which empty bottles are more in the market, see the share of his

in the market.

By the sinages board company get information that who many shops get they

board from the Pepsi.

WE work in the C&F of Pepsi under Varun Beverages Ltd. We work there 8

weeks. We get a lot of experiences by working their, the CE of S. K. Depot and

Gupta Cool Company can give us route on which we work. They sent us with the

salesman. Salesmen guide us a lot in this project of summer training. We see

how they sale the product achieve their daily sales target. WE listen the problem

of retailers and try to solve and tell to the supervisor. We went with the salesman

at the mourning 8.00am, do our survey whole day with them. We write the name

of shop, which the salesmen go, and sales our product.

By their project get a experience of customer behavior. As it saw marketing and

very much helpful to use to grow in the future, through come in the market get

perception of the retailers regarding to our product, We also work in the sales

and launch of Lipton ice Tea which is conglomerate with Pepsi. We are also work

in those activities. WE also promote Mirinda Lemon, Mirinda Batsman blast. By

the mapping CE can get help for setting sales target for the salesman.

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OBJECTIVE OF THE STUDYPrimary Objective:

To get correct geographical information system about their outlets in East Delhi

(Nand Nagri, Khichripur) so that company can know their share in the market.

They get information how much they invest in the market and how much more

they can invest to grab the market share.

SECONDARY OBJECTIVE:

The objective of this project is to give correct geographical information system to

the company, so that they know about their outlets in East Delhi and know about

their competitor’s shares in the market. By this project company know which

brand is more in demand and which in less demand, get customer opinion

regarding the brand which the like. Company can get a list of their monopoly

outlets .For this project I have done a survey of outlets of Khichripur under CE

retailers and customers in order to get an idea about what they like and dislike

about both Pepsi and Coke.

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SCOPE

The scope of this project is to give correct information to the company about their

outlets in East Delhi,so that they know how many new outlets are open in that

area as compare to last year and what is the ratio of new outlets open in last

year. . By this survey company can make a dynamic strategy in the market for

their growth.

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RATIONALE

To command in the market and grab the large share in the market is the main

concern of any company. Pepsi is one of the giant shareholders in India. The

main competitor is coke. The major think to study in this project is that how

company do geographical information system every year to know about their

share in the market .By this way company invest in any market .If they have

lesser share than coke they invest more to grab the market, by increasing bottles

in the scheme or give attractive gift to the retailers and customers.

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RESEARCH METHODOLOGY

Marketing research specifies the information required to address issues, designs the

method for collecting information, manages and implements the data collection

process, analysis the results, and communicate the findings and their

implementation.

In this research process the data is collected through different sources and

interpreting it in desired way, once the objectives is clear, different techniques and

methods are adopted to achieve them.

The steps involved in research methodology are research question, hypothesis

formulation, research design, data collection method, sampling plan, fieldwork, data

analysis and interpretation. The steps are as followed.

RESEARCH QUESTION: Is strengthening of new marketing mapping responsible

for increasing market share?

NULL HYPOTHESIS: Strengthening of marketing mapping does not increase any

market share.

ALTERNATE HYPOTHESIS: Strengthening of marketing mapping increase market

share.

RESEARCH DESIGN

Research design is a framework for conducting the marketing research. Its purpose

is to design a study that will test hypotheses of interest, determine possible answer

to the research questions, and provide the information for decision-making. This

research design is a causal type of research design.

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DATA COLLECTION METHOD

In research collection method there are two types of data.

PRIMARY DATA:

Primary data is collected through survey of outlets, questionnaire, and personal

interviews with retailers and different employees of Pepsi ( like salesman, etc.).

EDS

Every dealer survey is a tool provided by the company to find the market share

Pepsi vs Coca-cola in the market.

SECONDARY DATA

Secondary data is collected through Internet, Journals, and Magazines, Newspaper

etc.

SAMPLING PLAN:

The sampling is based the sample technique which is QUATO SAMPLING here, a

non probability sampling technique that is a two-stage restricted judgment sampling.

The first stage consists of developing control categories or quato of population

elements. In the second stage, sample elements are selected based on convenience

or judgment.

Retailers are samples in the project and the sample is collected by East Delhi

region.

SAMPLE SIZE

The sample size calculated is 200 outlets in Nand Nagri and Khichripur

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LIMITATION

1 One of the major limitations of the research can be that data is collected in

the hike period of sales that is April to June and hence it can fluctuate.

2 Some retailers are not interested in research work and therefore they

refused to give data required for research work.

3 Some shops of Pepsi status are left, as the salesman does not visit them

on daily routine.

4 Some retailers are not providing correct data, as they are not interested in

the marketing mapping.

5 Many retailers are providing wrong data by over quoting the data as they

want to create good impression in front of the company.

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S.W.O.T. ANALYSIS

1. STRENGTH

GIANT PLAYER

STRONG MARKETING STRATEGY

2 IN 1 BENEFIT

2. WEAKNESS

DELAY IN THE DISTRIBUTION OF GIFTS.

DELAYS IN SALE SERVICES.

NOT PROPERLY LISTEN THE COMPLIAN OF.RETAILERS.

PROMISES ARE NOT FULFILED

3.OPPORTUNITY

1 WELL KNOWN AWARENESS OF BRAND IN OUR COUNTRY.

2 ITS BRAND FLAVOUR ATTRACTIVE TO THE CUSTOMER..

3 THROUGH ITS GOODWILL NAME IT EASY TO ITS NEW BRAND RUN

IN THE MARKET.

4.THREATS

1 STRONG COMPETITOR LIKE COKE.

2 EXISTING FLAVORS.

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S. T. P. ANALYSIS

SEGMENTATION:

The company segments its product according to geographical means. Cold drink

was segmentation in East Delhi Pepsi aims at expending their how in all parts in

India.

TARGET:

Basic aim of the company is to expand its outlet and getting knowledge through

GEOGRAPHICAL INFORMATION SYSTEM. By GIS company get full

knowledge of its outlet which take only Pepsi and know about those outlets which

take only coke. Company is to grasp this outlet to make himself as a giant player

in soft drinks business. Childrens and Teenagers are the main segment to the

product on the basis of flavor..

POSITIONING :

Through Marketing Mapping, Company can know about its real position in the

market. Investment in the market is basically depending upon GIS and lot of

dynamical strategies of market planning. The mission of the Pepsi is towards

reaching to the last consumer and leaving name in their minds.

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MARKETING MIX

PRODUCTS

Pepsi makes CARBONATED SOFT DRINKS i e.cola and non-cola flavor.

Product refers to the physical goods features like product variety, quality, design,

features, brand name, packaging, size, services, warranties etc. this is the

feature the marketing mix that make a customer decide upon the first of buying

the product or not.

CORE BRANDS:

1 PEPSI

2 NEW MIRINDA LEMON

3 MIRINDA ORANGE

4 SLICE

5 MOUNTAIN DEW

6 7UP

7 AQUAFINA

8 LEHAR SODA

9 MIRINDA BATSMAN BLAST

10 LIPTON ICE TEA

PACKAGES

Two types: single serve and multi serve

67 packages sizes and types.

Materials: glass, plastics, cans, syrup.

Packages may be returnable or non returnable.

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PROMOTION

Promotion are basically those activities, which are board in aim and scope which

may be in form of prize, price coupons, premiums, contests or discounts

promotions usually offer the consumer a special reason for buying. Varun

Beverage Noida does its sales promotion through various types of schemes such

as daily, monthly, annual schemes, merchandising of materials, and add

promotion.

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PRICING

Consumers are only concerned with what they think its worth to them. In other

words, what value they put on it. The prices of Pepsi products are given to the

retailers as below.

1. PEPSI

200 ml Rs.5.25

300 ml Rs. 7.25

500 ml Rs. 15.63

2 Lit. Rs. 36.11

2. MIRINDA LEMON

200 ml Rs. 5.25

300 ml Rs. 7.25

500 ml Rs. 15.63

2 Lit. Rs. 36.11

3. MIRINDA ORANGE

200 ml Rs. 5.25

300 ml Rs. 7.25

500 ml Rs. 15.63

2 Lit. Rs. 36.11

4. MOUNTAIN DEW

200 ml Rs. 5.25

300 ml Rs. 7.25

500 ml Rs. 15.63

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2 Lit. Rs. 36.11

5. SLICE

250 ml Rs. 7.25

6. AQUAFINA

1 Lit. Rs. 7.75

7. LEHAR SODA

300 ml Rs.4.25

500 ml Rs. 8.29

8. MIRINDA BERRY

300ml Rs.7.25

500ml Rs. 15.63

9. LIPTON ICE TEA

300mi Rs. 8.13

10. 7UP

200ml Rs. 5.25

300ml Rs 7.25

500ml Rs. 15.63

2 Lit. Rs. 36.11

PUNCHLINES

“YEH DIL MAANGE MORE.”-PEPSI

“JOR KA JHATKA DHIRE SE LAGE”---MIRINDA ORANGE

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“GOOD FOOD TASTES BETTER WITH PEPSI”---PEPSI

“CHEETAH BHI PITA HAI”---MOUNTAIN DEW

“LEMON KI TAAZGI, ADRAK MAAR KE”---MIRINDA LEMON

“TERI TO GAAYE”---PEPSI WORLD CUP

“ HAMMES MILNE KI PYASS HAI”----PEPSI CONTEST

“NOTHING OFFICAL ABOUT IT”----PEPSI

“YEH PYASS HAI BADI”----PEPSI

“OYE BUBLY—OYE BUBLY”----PEPSI

“ANDAAZ SABSE COOL”-----7UP

“YEH HAI WRITE CHOICE BABY---PEPSI

PEPSI CELEBRITES

o SACHIN TENDULKAR

o AMITABH BACHAN

o SHAHRUKH KHAN

o PRIETY ZINTA

o KAREENA KAPOOR

o ADNAN SAMI

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o AJAY JADEJA

o COURTNRY WALSH

o CARL HOOPER

o SHANE WARNE

o SAIF ALI KHAN

o YANA GUPTA

o HARBHAJAN SINGH

o YUVRAJ SINGH

o ZEHEER KHAN

o SOURAV GANGULI

PLACE

Place is not just about distribution, it’s about convenience too. If the product is

not available where and when people need it, you could end up with a

warehouse full of unsold stock.

Place is the also part of market mix. After product, price and

promotion ,place is very important for marketing. Place means how the conpany

place it’s product and service into the market. The hierarchy of products

distribution into the market has been mansion below.

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BUSINESS OPERATION OF PEPSI

COBO: --- Company On Business Operation

FOBO: --- Franchise On Business Operation

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COBO FOBO

PEPSI (USA)

PEPSICO (INDIA HOLDING PVT LTD)

JAIPURIYA GROUP

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BUSINESS OPRATION OF RKJ (GROUP)

COLD DRINK FOOD EDUCATION CONSTRUCTIONHOTEL

PEPSI

PIZZA HUT EADIBLE OIL ICE CREAM

DPS MMI

JAIPURIYA CONSTRUCTION

LEMON TREE HOTEL

HIERARCHY OF PRODUCT DISTRIBUTION

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MANUFACTURING PLANT

SUPPER DISTRIBUTER DISTRIBUTER

RETAILER

DEALER RETAILER

RETAILER CONSUMER

CONSUMER

CONSUMER

HIERARCHY OF VISI (REFRIGERATOR)

DISTRIBUTION DEPARTMENT

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CHAIRMAN

VP TECH.

MARKETING EQUIPMENT MANAGER

MARKETING EQUIPMENT CO-ORDINATER

M,ARKETING EQUIPMENT EXECUTIVE

TECHNICIAN

SALES

HIERARCHY OF TRANSPORTATION

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CHAIRMAN

VP TRANSPORTATION

GENERAL MANAGER

TRANSPORTATION EXECUTIVE

MACHENICS

HIERARCHY OF MARKETING DEPARTMENT

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CHAIRMAN

MARKETING UNIT MANAGER

UNIT MANAGER

TDM MDM

ADC MDC

CE MDE

SALESMAN (RA)

FINDINGS

1 Lack of merchandising materials of displays in the market.

2 Change of regular salesman from his route create gap between company

and retailers leading to decrease in sales.

3 50% retailers don’t know their CE because of frequent changes in the

fieldwork and quick transfer of the staffs.

4 Some times the vehicles get late in the depot and coca-cola vehicles

reach in the market first due to which they snatch that’s day sales of Pepsi

and decrease sales.

5 Display schemes of coca-cola is more cashing for retailers in comparison

of Pepsi because for display of coca-cola products, the retailers got the

prizes every month while for Pepsi the retailers have to waits for at least 2

to 3 months for getting prizes.

6 Demands of all flavors are not fulfill.

7 There are some outlets which has a regular sale of 5-6 crates but not

been provided any signage or merchandising materials for display of the

New Mirinda Lemon.

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CONCLUSION

Pepsi introduced the new GIC (Geographical Information System) which includes

Marketing Mapping. GIC helps to track the number of Retailer Outlets. By GIC

the finding of the Fault created by the drivers. Using Marketing Mapping one can

decide the travel path, finding the shortest routes and finding new routes, thus it

save time, economical value, etc. Using GIC the retailers can estimate when the

truck driver will come. Benefit for the company---- Sales volume will increase

Benefit for the retailers------Estimation of time.

It can increase customer base.

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RECOMMENDATIONS

1 Company needs advertisement of mapping through effective tools like

making graph, maps, etc.

2 Company needs to check out the distribution of marketing mapping and try

to provide it on time.

3 Company needs to advertise more and more for marketing mapping

because very few people know about marketing mapping.

4 Salesman should be aware of their duties and responsibility and should

perform in efficient manner and the company should check their

performance.

5 The company should motivate the retailers by delivering the gifts on time

and build up the good relations.

6 The field officer should listen the problems and try to solve them as soon

as possible.

7 Company should give attention towards the remote areas and those areas

lacks the facilities provided by company as sales generating assets.

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BIBLIOGRAPHY

Books Referred

1) Marketing research Naresh K. Malhotra

2) Marketing Philip Kotler

3) Marketing management Rajan Saxena

4) Quantitative methods B.M. Aggarwal

Internet Websites

www.pepsiworld.com

www.pepsico.com

www.rkj.com

www.jaipuriya.com

www.pepsiamerica.com

www.google.com

www.coke.com

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QUESTIONNAIRE

Name ___________________________

Gender Male / Female

Occupation _______________________________

Education _______________________________

Age _______________________________

Q 1) HOW MARKETING MAPPING USEFUL TO THE COMPANY?

o Through mapping company can know the exact position about Retailer

o Driver cum salesman dont cheat the company by providing wrong

information

o Time is punctual

o All

Q2) Does the mapping chart give time punctual for the benefit of retailer or

not?

o Benefit

o Useless

Q3) Does the mapping chart is prepare for the useful to retailer or not?

o Useful

o Not useful

Q4) Whether the new routes to customer retailer by marketing mapping are

found ?

Yes

No

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Q5: -Are the salesman gives and tells them all displays and scheme?

Tell all display

scheme

Not clearly tell

display

Q6) Are they satisfied with the salesman service?

Very much

satisfied

Just satisfied

Not satisfied

Q7: -By, which condition retailers, buys more brands of cold drinks?

scheme

gift

discount

Q8: - Which company chilling equipment is more in the area of Nand Nagri &

Khichripur

Of cold drink?

Q9: - Which brand of Pepsi, Coke and others is like more by the customer?

PEPSI AND ITS BRAND COKE AND ITS BRAND OTHERS

pepsi

coke

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Q10: -Are you happy with the chilling equipment of Pepsi?

Yes

No

Q11: -Which taste you prefer more?

Full cola taste

Full fruit taste

can't say

Q12: - Are the CE regularly visit to your market and listens your problem

sincerely?

Yes

No

Q13: -Which are the products that you sale on regular basis?

Cola

Non-cola

Fruit juice

Others

Q14) On an average, how much is the total sale of all brand in season?

1-5 crates

5-10crates

10-15crates

More than 15 crates

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Q 15) On an average, how much is the total sale of all brands in off-

season?

1-5 crates

5-10crates

10-15crates

More than 15 crates

Q16) What kind of support you need from the Marketing Mapping for increased Sale

of the Product?

Timely Distribution

Advertisement

To provide more schemes

Others

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