prabhakar project
TRANSCRIPT
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A PROJECT REPORTON
COMPARATIVE ANALYSIS OF DISTRIBUTION
SYSTEM OF PEPSICO REGARDING ITS INCREASE OFMARKET SHARE IN PATNA
WITH SPECIAL REFERENCE TO PEPSI INDIAAT
LUMBINI BEVERAGES PVT LTD. BIHAR
PROJECT REPORTSUBMITTED IN THE PARTIAL FULLFILMENT FOR THE AWARD OF DEGREE OF
MASTER OF BUSINESS ADMINISTRATION(2008-2010)
CONDUCTED BY
DEPARTMENT OF BUSINESS ADMINISTRATION (MBA)
Approved by AICTE, Ministry of HRD, Govt. of India & Magadh University, Bodh Gaya)
A.N. COLLEGE, PATNA-13(NAACAccredited-AGrade & CPE Status by UGC)
Under the guidance of Submitted by
Dr. D.K.Singh PRABHAKAR KUMARFaculty Member MBA (Marketing with Finance)
A.N. College, Patna Roll: 49Magadh University Session: 2008-10
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DECLARATION
I Prabhakar Kumar hereby declare that the following project report titled
COMPARATIVE ANALYSIS OF DISTRIBUTION SYSTEM OF PEPSICO
REGARDING ITS INCREASE OF MARKET SHARE IN PATNA is an
authentic work done by me. This is to declare that all my work indulged in the
completion of this Project Report such as research, mapping of depot- 2,
competitor analysis, sales promotion, team management is a profound and honestwork of mine.
PRABHAKAR KUMARDATE: - MBA IV SEMPLACE: - A.N.COLLEGE PATNA
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COMPANY GUIDE CERTIFICATE
This is to certify that the summer project titled COMPARATIVE
ANALYSIS OF DISTRIBUTION SYSTEM OF PEPSICO REGARDING
ITS INCREASE OF MARKET SHARE IN PATNA at Lumbini beverage
Pvt Ltdis an original work of Mr.Prabhakar Kumar, student of A.N.COLLEGE,
PATNA and is being submitted for partial fulfillment of the award of the Master
of Business Administration (MBA) degree of Magadh University, Bodhgaya.
The final compilation of the report was also done under my guidance and it has
not been submitted earlier to anywhere else.
Place: Patna (Sandeep Banerjee)Date: (GM), Pepsi
Signature
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CERTIFICATE OF THE INSTITUTE GUIDE
This is to certify that the project titled COMPARATIVE ANALYSIS OF
DISTRIBUTION SYSTEM OF PEPSICO REGARDING ITS INCREASE
OF MARKET SHARE IN PATNA is an original work ofMr. Prabhakar
Kumar bearing University Registration Number 2121532/03 a student ofA.N.COLLEGE, Patna and is being submitted in partial fulfillment of the
requirements for the award of the degree of Master of Business Administration
of Magadh University , BodhGaya. The summer project report has not been
submitted earlier to this University or to any other University / Institution for
the fulfillment of the requirement of a course of study.
.
Date: (Dr. D.K.Singh)
Place: signature
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PREFACEMarketing is a restless, changing and a dynamic field. In ever increased
premium has been placed on making and marketing decisions. Companies are
becoming more market-driven in this strategic decision making. For that
companies require to determine the need and wants of specific target market and
then delivering them.
My aim remains to provide a research study of interest to those who are
concerned. In doing this I have been able to incorporate many of the helpful
suggestions. These were more than welcome. My target market was Patna,
which is capital of Bihar.
For a research to have an impact the business needs to take those demands and
then into commercial proposition by adding design and operational
understanding to meet the demands challenge profitability.
Marketing research specifies the information manages and implements the data
collection process, analysis and communicate the finding and their implication.
This research study has been done under many constraints, in spite of that I
have tried to analyze the problem with specific outlook.
Hope, the report will help the top level managers as well as the bottom line to
have a view of the market.
Last but not the least, thanks to the suggestion and support. I have tried to do
this training with my full interest, determination, honesty and sincerity. Any
short coming in it is unintentional and due to my inexperience.
VISHAL KALIAMBA-3rd SEM
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ACKNOWLEDGEMENT
In the name of God, the most benevolent and the most merciful, First of all I am
grateful to Director, Management Programme Department of AMBALIKAINSTITUTE OF MANAGEMENT & TECHNOLOGY(Lucknow) forconducting this project training.
This project has been made possible through the direct and indirect cooperationof various person for whom I wish to express my appreciation and gratitude.
First and foremost, my intellectual debt is to those academicians andpractitioners who have contribute significantly to the field of marketing research
and methodology and have been used by me while doing the research work.
I would like to express my indebtedness to N.K.PRASAD MANAGER-HRDLUMBINI BEVERAGES PVT LTD HAJIPUR For giving me opportunity tolearn and conduct research in there esteemed organization. Words are too littleto express my gratitude to them.
I also express my per found sense of gratitude to MR. SANDEEPBANRJEE (GM-SALES)Patna of M/S Lumbini Beverages Pvt. Ltd, Hazipur,who provide me an opportunity to work and also guide me an opportunity towork and also guide me at every to work and also guide me at every step lf myproject. His proper direction and constant inspiration and constant inspirationprovide to be asset for this project.
At first, I would like to express my sincere thanks and deep gratitude to myesteemed guide Dr.D.K. SINGH, for his kind initiative, guidance and valuablesuggestion without which the completion of this would have not been possible.
I am beholden to my parents and family, my friends for the blessings and
encouragements.
However, I accept the sole responsibility for any possible errors.
PRABHAKAR KUMAR
MBA- IV SEM
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CONTENTS
PREFACE
ACKNOWLEDGEMENT
EXECUTIVE SUMMARY
1. INTRODUCTION TO THE STUDY 8-13
RATIONALE
OBJECTIVES
IMPORTANCE AND RELEVANCE OF THE STUDY
SCOPE
LIMITATION
2. ORGANISATION PROFILE 14-29
HISTORY AND DEVELOPMENT
VISION AND MISSION
PRODUCT PORTFOLIO
3. ORGANISATION STRUCTURE 30-35
HISTORY AND ORGANISATIONAL STRUCTURE OF LUMBINI
BEVERAGE PVT. LTD. HAZIPUR
4. COMPETITORS ANALYSIS 36-39
5. RESEARCH METHODOLOGY 40-41
RESEARCH DESIGN
SOURCES OF DATA
DATA COLLECTION TOOLS
SAMPLING DESIGN
6. DATA ANALYSIS AND INTERPRETATION 42-48
7. FINDINGS 52-53
8. RECOMMENDATIONS 54-56
APPENDIX 58-62
DAILY CALL SHEET AND QUESTIONNAIRE
BIBLIOGRAPHY
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CHAPTER 1
INTRODUCTION TO THE STUDY
RATIONALE
OBJECTIVES
IMPORTANCE AND RELEVANCE OF THE STUDY
SCOPE
LIMITATION
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INTRODUCTION
Good marketing is no accident, but a result of careful planning and execution.
Marketing practices are continually being refined and reformed in virtually all
industries to increase the chances of success. Marketing excellence is rare and
difficult to achieve. Marketing is both art and science there is constant
tension between the formulated side of marketing and the creative side.
The world economy has undergone a radical transformation in the last two decades
Geographical and cultural distance have shrunk significantly with the
improvements in the production, transportation and communication. These
advances have permitted companies to widen substantially both these markets and
their supplier sources. And thus the role of marketing becomes wide.
Marketing is the specialization subject of MBA curriculum. When a flood of
consumer products are coming into the market, every company needs people
specialized in marketing to promote their product.Marketing deals with identifying and meeting human and social needs. One
of the shortest definitions of marketing is meetings needs profitably.
The 21st century is the era of Advertising, Marketing and Sales Production;
Marketing is to convert social needs into profitable opportunities. As it is said
Marketing thinking starts with the human needs and wants. Apart from
basic necessities of air, water, shelter and clothing, every person has strong desirefor recreation and entertainment. They have strong preference for particular brand
of basic and services. Marketing serves as the link between the societys needs and
its pattern of Industrial response.
Beverage industry is one of the fast growing industries in India. We can divide
Beverages into two sections i.e. Alcoholic & Non-alcoholic. The non-alcoholic
drinks are soft drinks that can be further classified Cola, Lemon, Orange, Mango
and Apple segment.
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Rat ionale
To determine the market position of PepsiCo product in Patna region.
To determine the scope improvement in market position.
To determine the weakness of distribution channel of PepsiCo products.
To determine the customer/Retailers response towards PepsiCo Products.
Objectives of Study
Management is a course which teaches the student to get the work done
properly from different available sources viz. man, machine, material, money
etc. So there can be a satisfaction from the organization side and the workers
side who play a significant role in achieving success. So far the fulfillment or
the management course, it gives emphasis to project work and students learn
how to plan in practical terms rather in terms of theory only. Student tends to
develop analytical and problem solving skill. We necessary become motivated
and competitive, in fact all the learning that goes on for the two year term
become so much the part of our thinking that we developed a well all rounded
personality.
The following are the objectives and purpose of the study
For the fulfillment of MBA programme as realized by the
A.N.COLLEGE, PATNA (AICTE approved).
To care and contact with the working of an organization and to see the
different types of marketing activities. The main emphasis is on the
distribution Channel aspect of the organization.
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Whatever the subject taught in the class room of MBA course that is
completely theoretical. So during the training period we compare how the
marketing research (sales) activities (practical) of our organization with
the theories.
To test the effectiveness of the distribution network.
To know the importance of availability & visibility of product and chiller.
To check the capacity of chiller of Pepsi and its competitors.
To check the SKUS of PepsiCo and its competitors.
Selling and distribution of Beverage Product.
To provide the useful information to the PepsiCo regarding its
competitors.
To know the per day sale of Pepsi brand and its competitors in crates.
To know the Outlet & location from where the consumer buy product.
To know other promotional measures that would be effective in increase
share.
To know the suggestive steps that would be beneficial to PepsiCo in order
to improve its distribution network.
Marketing of PepsiCo Products.
Looking to the problem of retailers regarding PepsiCo products.
Finding the gap between retailer and Depot.
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IMPORTANCE AND RELEVANCE OF THE
STUDY
Cold drinks were started with the idea of quenching the thirst of the persons
traveling. It was also felt that reliable good water was not available everywhere.
So people would really on their packed bottle and with this idea its makers
made these drinks available mostly, at those places where water was not
available i.e. on highways and long distance trains.
But slowly and slowly with its beautiful taste these become very popular and
now they are available not only in the market and street corners, but also people
have started keeping it in their house.
The credit of popularizing the soft drink goes to Coca Cola. This was the drink
which is liked by all ladies, gents and children. Now days soft drinks are
quenching thirst looks more often; they are taken due to habits.
Gold Sport is considered as the first branded soft drinks, established 53 years
ago before all empowering Coca Cola faced competitions and its euphoric
image built up in the western countries helped it get ready clientele and clamor.
Parle Export Pvt. Ltd. Is regarded as the first Indian Company introducing
Limca a leman drink complementary to it this has also introduced Cola Pep one
which was withdrawn in the face of tough competition from Coca Cola.
When Coca Cola bid a Farwell in 1977, Indian market was open for various
new forward publishing different brands in the markets. Parle people introduced
their Cola, Thums Up with a mighty saying Happy days are here again as if
happy days went away with Coca Cola. Pure drinks of Delhi also without lasing
much introduced pure drinks were producing and marketing Coca Cola earlier
Campa Cola with Campa orange and MCampa lemon. Modern Bakeries entered
the market with Double Cola Seven, Mohan Makings with Merry & Plkup and
McDowell with Thrill, Rush and Sprint. This is Indian market where there was
no competition and high voltage advertising was on each one was trying their
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best to become number one company with A class product in the field of Soft
Drink business. Now after a long gap government of India had given permission
to Coca Cola, which joined with Parle to do business in India. They are trying
their best to regain prestige which it had before. The much rival of Parle is
Pepsi an American concern. It started business on the Indian soil just a few
years ago.
Now Pepsi is going all out to prove that they are the best. But now due to some
factors competition among them has become stiffen. So in this way the
important activities have increased.
SCOPE
1.The geographical scope of my study is confined to Patna.
2. The bulls eye is to have a cognizance of the level of satisfactionregarding the distribution network of PepsiCo product to the depot andretailer.
LIMITATIONS
Retailers are reluctant to provide the information regarding the sales
volume and stock.
Some retailers in were not co-operative in their approach.
Retailers are not fully aware of the new schemes offered by the
Company.
Lack of time duration for the proper administration of research as timeduration of 45 days was not sufficient for the research.
Lack of financial resources as the researcher has to find his study by his
own financial sources.
Insufficient research experience.
Indifferent behavior of the retailers exhibited at times.
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CHAPTER 2
ORGANISATION PROFILE
HISTORY AND DEVELOPMENT
VISION AND MISSION
PRODUCT PORTFOLIO
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1.INDUSTRY
1.1 HISTORY OF PEPSI-COLA INDUSTRY.The Pepsi-Cola story itself begins with a drugstore in New
Bern, North Carolina, and a pharmacist named Caleb
Bradham. Bradham's aim was to create a fountain drink that
was both delicious and healthful in aiding digestion and
boosting energy. It would be free of the impurities found in
many bottled health tonics, and it would contain none of the
stronger narcotics often added to popular fountain drinks.
As most pharmacies in 1896, Bradham's drugstore housed soda fountain where the
small-town clientele would meet to socialize. Bradham's establishment even
featured a kind of primitive jukebox, which for a nickel would entertain the listener
with the latest musical selections rendered by violin or piano or both It was at such
convivial gatherings that Bradham would offer his latest concoction. Over time,
one of his recipes became known as Brad's Drink. A memberof the press declared, "It has sparkle and just enough acidity
to make it pleasant." Soon its popularity would exceed the
boundaries of New Bern. The cellar of Bradham's drugstore
served as the original site of Pepsi-Cola syrup manufacturing.
Electing to start his new business on a small, manageable
scale, Bradham based his operation on familiar territory. Ingredients were hauled
downstairs to cramped quarters where they were mixed together and then cooked
in a large kettle. The syrup was subsequently poured into one-gallon jugs and five-
gallon kegs to be shipped to customers. By 1902, the demand from surrounding
drugstores increased so dramatically it dawned on Bradham that Pepsi-Cola was
something special. On December 24, 1902, he filed incorporation papers with the
state of North Carolina; in these, he indicated his plans for corporate branches in
Virginia, Maryland, Pennsylvania, and New York. PepsiCo, Inc. is currently one
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of the most successful consumer products company in the world with annual
revenues exceeding $30 billion and has more than 480,000 employees. PepsiCo,
Inc. began as a successor to a company incorporated in 1931, known as Loft Inc.
Once known as PepsiCo Cola, the company expanded its business and adopted its
current name, PepsiCo, after a merger with Frito-Lay in 1965. This merger
dramatically increased PepsiCo's market potential and set the foundation for the
company's tremendous growth. PepsiCos products are recognized and are most
respected all around the globe. Currently, PepsiCo divisions operate in three major
US and international businesses: beverages, snack foods, and restaurants. In each
of these businesses, PepsiCo has attained a leadership position as being the worldleader in soft drink bottling g, the world largest snack chip producer, and the world
largest franchised and company operated restaurant system. The corporations
increasing success has been based on high standards of performance, marketing
strategies, competitiveness, determination, commitment, and the personal and
professional integrity of their people, products and business practices. PepsiCo's
overall mission is to increase the value of our shareholders' investments throughsales growth, investments and financial activities. PepsiCo believes their success
depends upon the quality and value of their products by providing a safe, whole
some, economically efficient and a healthy environment for their customers; and
by providing a fair return to their investors while maintaining the highest standards
of integrity.
1.2 Pepsico headquarterPepsiCo world headquarters is located in purchase, New York, approximately 45
minutes from New York City. Edward Durrell stone, one of Americas foremost
architects, designed the seven-building headquarters complex. The building
occupies 10 acres of a 144-acre complex that includes the Donald m. Kendall
sculpture gardens, a world- acclaimed sculpture collection in a garden setting.
Masters such as august Rodin, henrys Laurens, Henry Moore, Alexander Calder,Alberta Giacometti, Renaldo pomander and Claes Oldenburg focus the collection
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of works on major twentieth century art, and features works. the gardens originally
were designed by the world famous garden planner, Russell page, and have been
extended by Franois goffinet1. the grounds are open to the public, and a visitor's
booth is in operation during the spring and summer.1990 saw the coming of the
multinational company Pepsi entering the Indian market. 11 years after the exit of
coca cola. it had name, fame and edge of being one of the best in the game and it
also offered stiff competition to parley and coke. Pepsi cola company founded by
Cleb Badham in 1890 at north Crolina in USA now it is ked 86th (1998) in the
world with the asset of around $25000 million, having its head quarter at Atlanta.
Its CEO is roger enrico and Pepsi co. India holding chairman is Mr. Rajiv Baksi.Pepsi co. Indias is at gurgaon. Presently is operating in 196 countries. in India it
has 34 bottling plant of them 8 are cobo and 26 are fobo of which one in Trity
Drinks Pvt Ltd.
1.3- SOFT DRINK INDUSTRIES IN INDIA
A soft drink is a non-alcoholic beverage. It is artificially flavored and contains no
fruit or pulp. India with population of more than 100 crores is potentially one of
the largest consumer markets in the world after China. The consumer market can
be defined as the market for products and services that are purchased by
individuals as house holds goods for their personal consumption. Soft drink is a
typical consumer product purchased by individuals to quench thirst and secondly
for refreshment. Searching for the point of Indian soft drinks we first document on
Gold Spot, this was the first brand soft drink in India. It was introduced by PARLE
during later part of 40s.
Cola giant, Coca-Cola was the first foreign soft drink to be introduced in India in
1965, Coca-Cola make a very good beginning and dominated the whole scheme
right from the word go. It (Coca-Cola) faced no competition at that time. COCA
COLA entered India in the year 1993 In collaboration with PARLE INDIA LTD.
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The marketing people did not even receive to publicize Coca-Cola for it
sold first like probability not-cakes. This extraordinary success of soft
drinks can be attributed to the following factors:-
Absence of contemporary competitive brand.
Euphoric image built up in the Western countries proceeded the entry
into Indian Market; and
Indians are very found by nature of foreign goods, services etc. due to
prolonged foreign rules.
Parle Exports (P) Ltd, later in 1970 introduced Limca, Lemony Soft drinks. Before
Limca introduce, they had tentatively introduced Cola, Pepino, which they had to
soon withdraw in the face of battering confrontation with Coca-Cola.
Three of four groups of Indians companies who had the required production
capacity started their own brands of Cola, Lemon, Orange, but failed to achieve
their goal on a national basis. India always has love and hate relationship with
MNCs which gave a significant opportunities to soft drink industries in India
when Coca-Cola decided to windup its operation in 1977 rather than bowing to the
Indian government insisting on:-
Dilution of equity, as the government felt that lots of foreign currency was
being wasted.
Manufacturing of the top-secret concentration in India.
Disclose of the chemical composition of the essence.
This left a large vacuum in the popular soft drink market, and a vista was opened to
any company with the requisite, technical, marketing and organizational skills.
The exit of Coca-Cola from India in 1977 accelerated the growth of several Indian
Soft Drink. New soft drink in the form of Tetra pack entered the market among
Frooti, Jump-In and Treetop were the prominent once. Till 1977 their equipped
bottling plants and the distribution network a longing to be of no use. It took them
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one year to develop new formula to survive and gradually came up with Campa,
Lemon, Orange and Cola that order.
However Parle, the pioneer in the soft drinks, blazed its way to national
prominence with their product Thumps Up bearing the slogan Happy Days Are
Here Again. This particular slogan helped to win over the loyalists or addicts to
Coca-Cola, who was in the state of Cola Shock or Cola Depression. Soon the
Indian Soft drink industry started at a phenomenal rate, and all Parle Products Gold
Spot, Limca and Thumps Up became the brand leader in their own segment.
In spite of all these, the drink market still has large gap, as claim by soft drink
manufacturers. To fill these gaps there are many soft drinks concentrate andsquashes flooded the market. The Indian soft markets basically offered three
flavours i.e. Orange, Lemon and Cola.
PEPSIThe Indian Experience
Previously there were two ads. Tags Yehi Hai Right Choice Baby, Nothing
Official about It & Yeh Dil mange More, which immediately ring a Bell its
to be a Pepsi. But today this ad. Tag has been changed and now its "Yeh hai
Youngistaan Meri Jaan!"
Pepsi is a short span of its operations in India has found a place in hearts and minds
of the Indian Consumers. The success has primarily been due to the innovative and
passionate Indian team which has been built over the years. Pepsi is a trendsetter
managed and run by Indians, where important decisions are taken locally.
Pepsi started its operations in India in 1989 and since Pepsi Co. has set up a fully
integrated operation India viz. manufacturing, research and development,
marketing, distribution and franchising covering fruit/vegetable processing, export,
snack foods and beverages. In 1993 Pepsi Co. set up a hold company to further
accelerate growth the future through new initiatives and joint ventures. Pepsi Co.
fully committed to India and the national objective of development of technology
and accelerating exports and employment. It has brought in over $500 million in
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foreign exchange as well as technology, which is used for its global network by
way of royalty, know how of dividends.
Pepsi Co. has a turnover $25 billion, half of which comes from beverages and the
other half from the snacks foods divisions. The beverages arm of the Pepsi Co. is
Pepsi Cola Company and the snacks foods company is called Frito Lay Inc. The
year 1998 is the centennial year of Pepsi.
Beverages:Pepsi has set up a concentrate plant in 1989 at Channo, District Sangpur, Punjab,
with an investment of$ 5 million the state of the art Plant houses a world class
laboratory where soft drinks from all over the world are tested. This concentrate
plant supplies Pepsi, 7Up, Team, Miranda, Orange, Apple & Lemon flavors to
all the Pepsi Bottling plant in South Asia.
Pepsi has 40 Bottling plant in India, out of which 16 are company owned and 24
are owned by Indian franchisees, Pepsi Co. has invested heavily on up gradation of
these bottling plants and has put 5 green fields projects in backward areas such as
Jainpur and Bazpur in U.P. Bharuch in Gujarat, Sonarpur in West Bengal and
Naclamangala in Karnataka.
New project are coming up in Maharastra and Tamilnadu. In addition to the
Companys own Bottling Operations (COBO), Pepsi has 24 Franchisee Owned
Bottling Units in India. These franchisee manufacturers are also planning to install
substantial additional capacities. In last two years Pepsi Co.s franchisees have put
new bottling plant at Jaipur, Bhopal, Hajipur (Bihar), Guntur (A.P) and Gawahati
(Assam) with further investments. Pepsi Co.s franchisees are amongst the best in
the Pepsi world and the 1998 two Indian Franchisees were chosen for being the
Bottler of the Year amongst all International Bottlers.
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Juices:
Pepsi Co. plans to launch juices in a bog way in India, there by helping the farmers
in fruit procurement. Pepsi Co. Agriculture Scientists has undertaken research on
Mango, Guava and Oranges and these fruits would be the priority area for the
juice launch in India. Presently Pepsi has one juice brands Slice, which are
presently mango juice brands. Pepsi Co. also has bottling lines in most of the
plants.
Developing Sports:
Pepsi today is one of the main sponsors related activities in India and has counted
to promote upcoming new players Cricket, Hockey and Football. In Mohali, Pepsi
has developed a Pepsi Cricket Academy, which would develop over 500 Young
Cricket enthusiasts in next five years. Similarly Pepsi cricket coaching camps and
clinics are held to coach young boys in North & South.
Community Relation:
Most of the bottling plants are located in backward areas, thereby giving huge
employment opportunities in these areas. Pepsi as a responsible company
undertakes social projects in and around the bottling plants. These include supports
to the education centers, sponsors, inoculation camps, providing free health
checkup, initiating sanitation, drives, promoting literacy drives and helping village
to put up bus shelter etc.
Revenue Generation:
It is estimated that Pepsi Co. and its franchisees generates over Rs. 500 Crores (in
1997) to the exchequer by the collection of excise duty and sales tax.
Marketing mix followed by Pepsi
The tools of marketing mix are combined in such a manner that they give
maximum mileage to the product from the factory to the consumers hand.
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Product
Price
Place
Promotion
Position
Probing
Perpetual Mapping
The soft drink being a FMCG has a wider and scattered market. Thus to enable
concentrated effort of marketing activities in different scattered market, for
effectively setting the entire market is broken down into the following segments. Route market
Home market
At work market
Route market:
Outlet in this market caters to those people who are engaged in shopping, eating
outgoing to and from work, in amusement center etc.
Home market:
Outlets in this market cater to people buying predominantly for home
consumption, either by case or loose bottles.
At work markets:
Outlets in this market cater to people working in offices, factories etc. an attempt is
always made to make soft drinks readily and conveniently available all day long
while people are actively working.
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1.4- MARKET GROWTH RATE AND DEMAND TREND
The Soft Drink industry was estimated at 6.5bn bottles in FY05. Volumes have
been growing at 14-15% pa in the last two years. Per capita consumption in India
is among the lowest in the World at 6 bottles as against 17 in Pakistan and 21 in
China and Sri Lanka. Growth has slowed down in the current year to 8%, despite
the low level of per capita consumption and the industry is expected to register
sales of 7.5bn bottles in FY07.
The demand for soft drinks is highly price sensitive. A study conducted by
NCAER has shown that a 10% increase in soft drink prices, leads to a demand
reduction of over 17%. Given the cutthroat competition, price changes by any one
player induce similar price adjustment by other players too. Sales growth of the
two large players have been driven by a high level of promotions and price wars
and increasing investments being made in expansion of the distribution
infrastructure. Both the leading players are yet to make profits. The industry hasreceived the largest amount of Foreign Direct Investment in the country of almost
Rs4.7bn (US$1bn). The industry employs more than 125,000 people directly and
indirectly. Additional investment of rs20bn in expected over the next three years,
with a potential to create additional 95,000 jobs directly over the periods of
marketing.
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Our Mission and Vision
At PepsiCo, we believe being a responsible corporate citizen is not only theright thing to do, but the right thing to do for our business.
Our Mission
Our mission is to be the world's premier consumer products company focusedon convenient foods and beverages. We seek to produce financial rewards toinvestors as we provide opportunities for growth and enrichment to ouremployees, our business partners and the communities in which we operate.And in everything we do, we strive for honesty, fairness and integrity.
Our Vision
"PepsiCo's responsibility is to continually improve all aspects of the world inwhich we operate - environment, social, economic - creating a better tomorrowthan today."
Our vision is put into action through programs and a focus on environmentalstewardship, activities to benefit society, and a commitment to buildshareholder value by making PepsiCo a truly sustainable company.
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PRODUCT PORTFOLIO
The products manufactured by Lumbini beverage Pvt. Ltd, are very limited in
range as it is not independent to diversify its products when required. This is
ecause it is a unit of PEPSI FOODS LIMITED, which supplies the concentrates
or different brands of soft drink.
These are:-
PEPSI (cola flavour)
MIRINDA (orange, apple & lemon flavour)
7 UP (Clean lemon flavour)
SLICE (Mango flavour, having concentration of
ALPHANSO,TOTAPURI
Mango 30:70)
MOUNTAIN DEW
TROPICANA(JUICE)
The chief consumers are young masses. Beside direct consumer, hoteliers,
restaurants owners and various other soft drinks peddlers also use them. Thus it
can be said that these are the product for mass consumption.
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PRODUCT MANUFACTUREDThe product manufactured by Lumbini Beverages Pvt. Ltd. are very limitedranges as it is not independent to diversity its products. It is a unit of Pepsifood Pvt. Ltd. which supplies concentrates for drinks. They are:-
Products Quantity Color Flavour
Pepsi
Mirinda
Mirinda(Org)
Mirinda(lmn)
7 Up
MountainDew
Slice
Lehar soda
Pet
Pet
Can
Aquafina(MineralWater)
300 ml, 200ml
300 ml, 200ml
300 ml, 200ml
300 ml, 200ml
300 ml, 200ml
300 ml, 200ml
300 ml
300 ml
500ml,6ooml
1lt,2 lt.
250ml,330 ml
1 lt.
Brunt sugar
Sun-set
Tetrazine
Tetrazine
Colorless
Colorless
Sunset
Tetrazine
Brunt sugar
Brunt sugar
Brunt sugar
Colorless
Cola
Orange
Lime
Mango
Lemon
Lemon
Mango
Lemon
Cola
Cola
Cola
White
CONSUMERSThe main consumers of these products naturally are youth. Besides the directconsumer it is also used for the some purpose of providing it to the mass byhoteliers, restaurant owners and various other soft drink peddlers. Theseproducts are the choice of the new generation. Thus it can be said that it is aproduct of mass consumption.
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DISTRIBUTION CHANNEL AND MARKETINGSTRATEGY
COBO(Company Owned business Operation )
The company has total control of its decision and its implementation but ithas to invest own money.
The COBO structure is as under. has 17 COBO Plants PepsiCo food limited and Pepsi India holding (Production & Plant) Pepsi India Marketing Co. Marketing sales and Distribution.
FOBO (Franchise Owned Business Operation):
India has 32 FOBO Plants:
The company can hold its ideas to the franchise who may be reluctant to seecompany. Point of view, it greater exporter.
NORTHERN LEVEL
Pepsi Company has divided North India into three regions-Western. Centraland Eastern regions are known as the COBO (Company owned bottlingOperation).
The Western region comprises of the FOBO. The FOBO bottling operationComprises of those in:-
1.Barabani - (UP)
2.Barelly - (UP)
3.Varanasi - (UP)
4.Agra - (UP)
5.Panagarh, Burdwan - (W.B)
6.Ferozabad - (UP)
7.Panagarh,Calcutta - (W.B)8.Hajipur, Vaishali - (Bihar), Lumbini Beverges Pvt. Ltd.
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DISTRIBUTION CHANNEL OF LUMBINIBEVERAGE PVT. LTD
To make its products available at the right place, at te right time in the market,the sales department of the company plays major attentation towards controllingthe channel of distribution.The company right from its beginning stage maintains single type of marketingchannel. The nature of channel is as follows:
COMPANY
DIPO
RETAILER
CONSUMER
MARKETING `STRATEGY
Marketing strategy is complete and unbeatable plan designed specifically forattaining the marketing objective of the firm. The markets objectives indicates,what the firm wants to achieves, the marketing strategy provides for achievingthem.
The marketing strategy is not able idea. It is a well outlined plan, and there aredifferent ways to formulating it. Basically formulating of marketing strategyconsists of two main steps.
Selecting a target market.
Assembling the Marketing mix,
Actually, the target marketing and marketing mix together constitute themarketing strategy of the firm.
When the Pepsi Food Company entered in the Indian soft drink market, themarket was already prevailed by coke and previously it was Parle, Pepsi tried toestablish in India with a unique marketing policy. Pepsi took into consideration of
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youth segment target market. Through the advertisement of Pepsi highlight thestyle of living of young generation with different walk of life. Pepsi brought in its
advertisement different stalwarts personality from fields like young cine
stars. Sports stars and famous personality from fields. It has attracted the youngorganized the national and international sports programmed to attract the younggeneration.
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CHAPTER 3
ORGANISATION STRUCTURE
HISTORY AND ORGANISATIONAL STRUCTURE OF LUMBINI
BEVERAGE PVT. LTD. HAZIPUR
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HISTORY OF LUMBINI BEVERAGES PVT. LTD. HAJIPUR
History of Lumbini Beverages Pvt. Ltd.
Steel City beverages Pvt. Ltd. is situated at Adityapur Kandra Road in
Jamshedpur. Rushabh Marketing Pvt. Ltd. is the marketing division of Steel
City beverages. Steel City beverages Pvt. Ltd. is a mother unit and its whole
marketing activities are done through Rushabh Marketing Pvt. Ltd. Steel City
beverages is one of the Pepsi foods Bottling plants in the country and one of the
three in Eastern India. The other two Calcutta and Guwahati. But from 01-04-
1997 Pepsi Foods Ltd. India determines to open another bottling plant which
is situated at Hajipur namely Lumbini Beverages Pvt. Ltd. It is only for North
Bihar.
Steel City beverages Pvt. Ltd. was established by Late Mr. Dharam Chand
Kamani in the month of June 1967. The machineries of its main plant were
imported in 1968 and production started in March 1969.
Before the establishment of Steel City beverages Pvt. Ltd. Coca Cola was
not much popular among people of Bihar state as pure soft drink. Because at
that time the bottles of Coca Cola was supplied by the outsiders who were
unable to make Coca Cola
popular in Bihar. So after considering the needs and desires of people Mr.
Dharma Chand Kamani brought in Bihar. With this effort Coca Cola become
popular among the people of Bihar.
But in 1977 due to the sudden change I the policies of the Government the
import license for the concentrate of Coca Cola was stopped. So Steel City
beverages Pvt. Ltd. had to walk over to Indian Concentrate Companies. They
were modem food industries
supplied concentrate of double seven and non ice cream soda. In 1983 the
company introduced a cola drink THRILL of Mc-Dowell & Co. Ltd. in the
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place of Double seven and triangular and in the very next year two soft drink
RUSH an orangeflavoured and SPRINT as lemon flavoured of Mc-Dowell
& Co. Ltd were introduced.
Before some months Ananda Marketing Pvt. Ltd. was the marketing
division of Lumbini Beverages Pvt. Ltd. But at this time, Lumbini Beverages
Pvt. Ltd. is doing marketing with its own name.
Thus it can be seen that Lumbini Beverages Pvt. Ltd. has made
tremendous move towards the introduction and development of soft drinks
industries on the whole, and North Bihar in particular. It has made production
of perfect hygiene and standard Soft Drink as main objective.
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ORGANIZATIONAL STRUCTURE OFLUMBINI BEVERAGES PVT. LTD.
An ideal organizational structure facilities management and the operation
of the enterprise and it help the organization in achieving its goal.
In a simple term in various parts or component are interrelated or
interconnected and this way it is the established pattern or relationship among
various function of the organization in the established manner.
The managing director holds the top position. At present, the managing
director of Lumbini Beverages Pvt. Ltd. is Mr. Charan Khilani. But the overall
policies regarding management decisions and all executives function or
performance look after by the day to day decision and general administration as
well as management. The MD has given the power of attorney and authority to
director Mr. Ravi Khilani. Mr. Ravi Khilani who is well advised by the MD.
The director Mr. Ravi Khilani looks after all functional departments that
sales production, account, personnel and purchase. Though the manager all the
functional departments has specially designated as head of personnel
department.
Every department has to report directly to the managing director and is
responsible to his only for working in spite of this all departments is under the
control of the director Mr. Ravi Khilani. Because he is the Chief Executive of
the company cited earlier. The overall organizational structure can be shown as:
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OVERALL ORGANIZATIONAL STRUCTURE OF LUMBINI
BEVERAGES PVT. LTD., HAJIPUR
BOARD OF DIRECTOR
MANAGING DIRECTOR
CEO
FINANCE PLANT P.A.M. H.R.MANAGER MANAGER MANAGER
SHIPPINGA/C SHIFT ENGINEER COORDINATOR H.R.
ASSISTANT EXECUTIVE
WORKER /A/C CLERK OPERATOR H.R.ASSISTANT CLERK ASSIS.
HOS
T.D.M. M.E.M. M.D.M. Q.C.
A.D.C. SENIOR TECHNICIAN M.D.C.EXECUTIV
C.E. TECHNICIAN M.E.
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The marketing manager is in charge of all marketing activities i.e. salespromotion, publicity and advertisement, marketing study and shipping. But the
main function of the marketing is to exercise the control over the channel ofdistribution.
The marketing manager is assisted by sales executives, city sales executives andrural sales executives and sales executive of shipping department as follows:-
DIRECTOR
MANAGING DIRECTOR
HEAD OF SALES
T.D.M CITY SALES SALES SALES
A.S.M EXECUTIVES EXECUTIVES SUPERVISOR
ManagementTrainee
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CHAPTER 4
COMPETITORS ANALYSIS
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Competitors of PepsiCo in Bihar
1. COCO-COLA
THE MAIN COMPETITORS..COCO-COLA
HISTORY OF COMPETITION
This paper will detail the historical conflict between PepsiCo and Coca Cola,and the evolution of soft-drinks industry. The paper will also attempt toanswer numerous questions, including - why concentrate producers yielded
higher returns during 1950s, 1960s, and early 1970s; did the national launch ofPepsi challenge in 1977 change the nature of competition in the industry, howand did it harm or benefit Pepsi? Why Coca-Cola gained market share backfrom Pepsi and became more profitable in 1990s, and why Coca-Cola holdssuch a dominant position over Pepsi in the international marketplace.
The flagship product of The Coca-Cola Company Coca-Cola wasformulated in 1886 by a pharmacist named John Pemberton. The companyexpanded rapidly through independent bottling franchises, numbering 370 in1910. Pepsi Cola was invented in 1893 by Caleb Bradham, also a pharmacist,
and adopted Coca-Colas expansion methods. By 1910, Pepsi had a networkof 270 franchised bottlers. Unlike Coca-Cola, PepsiCo struggled and declaredbankruptcy twice - once in 1923, and again in 1932. The company reboundedin the midst of Great Depression by lowering price for its 12-ounce bottle to anickel, compared to a nickel for 6.5 ounce bottle offered by Coca-Cola. AsPepsiCo began gaining market share, Coca-Cola filed suit again PepsiCoclaiming trademark infringement in 1938. After numerous lawsuits andcounter-lawsuits, the case was ruled in favor of Pepsi in 1941. By 1940s, Pepsisurpassed Royal Crown and Dr Pepper, and only trailed Coca-Cola in terms of
market share.With the appointment of Alfred Steele, a former Coca-Cola executive in 1950,Pepsi adopted aggressive tactics against Coca-Cola in terms of gaining marketshare. The company targeted family consumption by introducing new 26-ounce bottles, positioned itself as a product for youth or young at heart withcatchy slogans and intense commercials, and persuaded its bottlers tomodernize their plants, and improve store delivery services. The newstrategies paid off, and Pepsi narrowed Cokes lead by 2-to-1 margin. Pepsiraised stakes further in 1972 by introducing the Pepsi Challenge. The
company ran a marketing campaign in Dallas, Texas where peopleparticipated in blind taste tests. The marketing campaign was successful, and
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Pepsi used it to show that consumers preferred Pepsi over Coca-Cola. Themarketing campaign led to sales rise in Dallas, and Pepsi eventually rolled outthe campaign nationwide. The Pepsi Challenge eventually led Pepsi to passCoke in food start sales for the first time.
Rapidly declining market share led Coca-Cola to introduce Diet Coke in 1982.The new brand became a phenomenal success and became the third largestselling soft drink in US. Coca-Cola attempted to imitate the taste of Pepsi, andintroduced a new flagship product abandoning its 99-year old formula. Theaction led to wide scale consumer backlash, forcing the company toreintroduce its old flagship cola drink as Coke Classic. The Coke Classiceventually led to sales increase, and became the flagship product of thecompany.To expand further, both companies started offering products besides theirflagship cola drinks in 1960s, essentially abandoning their one productstrategy. Coca-Cola introduced Fanta, Sprite, and low-calorie Tab. PepsiCofollowed suit by offering Teem, Mountain Dew, and Diet Pepsi. Bothcompanies also introduced 12-ounce metal cans, and further diversified intonon-soft drink industries. In 1960s, Coca-Cola felt that the domestic demandfor soft-drinks saturated, and thus focused on overseas market instead. Pepsion the other hand, focused aggressively on the domestic market, and doubledits market shared between 1950 and 1970.In 1980s, Coca-Cola and PepsiCo attempted to reorganize their fragmented
and independent franchised bottlers. Both companies attempted to streamlinetheir bottlers by buying up loss-making or inefficient bottlers and resellingthem to profitable franchisors. Eventually, all bottling franchisees weremerged and new bottling companies were spun-off. In 1986, Coca Colaestablished CCE, and PepsiCo established Pepsi Bottling Group. Both of thenew companies handled majority of their respective parent companies bottlingrequirements.
During 1990s, Coca Cola became
increasingly profitable, and gained significant market share at the expense ofPepsiCo. Its flagship product controlled a steady market share of 20% whilePepsiCo declined from 17.3% in 1990 to 14.5% in 1998. Coca-Cola had aglobal market share of 51% compared to Pepsis 21%. As consumption in US
declined from 6% in 1980s to 3% in 1990s, Coca-Cola was able to offsetlower domestic sales with higher revenues from abroad. As PepsiCoconcentrated on the domestic market, its margins declined due to changingtrend within the US economy. Also Coca-Cola entered foreign markets withlarge and experience bottlers in their respective companies and held a minority
stake, and concentrated on streamlining local bottling networks. Pepsi on the
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other hand entered foreign markets through joint ventures, and many a timesshared only 50% revenue on sales
T h e Coca-Cola Company
The Coca-Cola Company exists to benefit and refresh everyone it touches.
Founded in 1886, our Company is the world's leading manufacturer, marketer, and
distributor of nonalcoholic beverage concentrates and syrups, used to produce
nearly 400 beverage brands. Our corporate headquarters are in Atlanta, with local
operations in over 200 countries around the world.
The product range of COCA-COLA Consists of: -
COLA ORANGE LIME LIME MANGO M.WATER
COKE, FANTA LIMCA SPRITE, MAAZA KINLEY
THUMS U P SPRITE
1. Coke
200ml, 300ml, 500ml, 1.5lt, 2l, 330ml(can)
2. Thumps up
200ml, 300ml, 500ml, 1.5lt, 2l, 330ml(can)
3. Limca
200ml, 300ml, 500ml, 1.5lt, 330ml(can)
4. Fanta
200ml, 300ml, 500ml, 1.5lt, 330ml(can)
5. Sprite
200ml, 300ml, 500ml, 1.5lt, 2l, 330ml(can)
6. Maaza
300ml, 500ml, 1lt
7. Kinley
500ml
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CHAPTER 5
RESEARCH METHODOLOGY
RESEARCH DESIGN
SOURCES OF DATA
DATA COLLECTION TOOLS
SAMPLING DESIGN
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Research Design-The research design is descriptive as it intends to figure
out the existing market presence of Pepsi as against its competitors .
Sample- Retailers of Patna being visited by PSI.
Sample Size- 80 outlets at different locality of Patna Station.
The research plan that was designed to enable me in collecting the required
information is shown below.
1. Data source: Secondary data, Primary data
2. Research Instruments: Questionnaire
3. Contact Method: Direct Interaction
Data Source:
SECONDARY DATA
Secondary data consists of information that already exists somewhere, havingbeen collected for another purpose.The secondary data source that was utilized by me in the project report were asfollows.
1.Internal Sources:2.External Sources;
PRIMARY SOURCE
Direct interaction with the retailers In Patna.
Data collection tool- Questionnaire
Sampling design- Retailers dealing with Beverage product.
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CHAPTER 6
DATA ANALYSIS AND INTERPRETATION
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DATA INTERPRETATIONSAMPLE SIZE 80 RETAILERS
LOCATION - Patna station
DATA INTERPRETATION
1. Availability of PepsiCo
CO. NO. OF OUTLETS(80) PERCENTAGE
PEPSICO 42 55%
Analysis the above graph and table
From the above graph and table it is clear that the availability of PepsiCo is55% .
2. Availability of Coco-Cola
CO. NO. OF OUTLETS(80) PERCENTAGE
COCO-COLA 72 90%
55%
45%
AVAILABILITY OF PEPSI
YES
NO
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Analysis the above graph and table
From the above graph and table it is clear that the availability of its competitorCoco-Cola is 90%.
3. Availability of both Company products in total outlet.
CO. NO. OF OUTLETS(80) PERCENTAGE
PEPSICO&COCO-COLA 35 44%
Analysis the above graph and table
From the above graph and table it is clear that the together availability of both
company is 44%(Approx) in total outlets in this area.
90%
10%
AVAILABILITY OF COCO-COLA
YES
NO
44%46%
AVAILABILITY OF BOTH CO'S.
YES
NO
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4. Availability of PepsiCo Brand.CO Average Percentage
PEPSICO 3 46%
Brand consideration for PCI- Pepsi, 7up, M Dew, Slice, Mirinda
Analysis the above graph and table
From the above graph and table it is clear that the Brand availability ofPepsiCo is 46%(Approx).
5. Availability of Competitor Brand.CO Average Percentage
COCO-COLA 5 83%
Brand consideration for coke- Coco-cola, Thumps up, Limca, Mazza, Fanta, SpriteAnalysis the above graph and table
From the above graph and table it is clear that the Brand availability of Coco-Cola is 83%(Approx).
46%
54%
BRAND AVAILABILITY OF PEPSICO
YES
NO
83%
17%
BRAND AVAILABILITY OF COCO-COLA
YES
NO
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6. Availability of Brand Channel wiseChannel No of Outlets Brands(Average)
PCI COKE
Grossery 10 2.40 5.5
Eatry 32 3.28 4.16
Convenience 37 2.86 4.89
Analysis the above graph and table
From the above graph and table it is clear that the average Brand availability
channel wise of PepsiCo is( G-2, E-,C-3) and Coco-Cola is (G-5, E-4, C-5).
7. Availability of SKUS & Chilled StocksCO Average(SKUS) Percentage
PEPSICO 3 31%
Analysis the above graph and table
From the above graph and table it is clear that the availability of SKUS andChilled Stocks PepsiCo is 31%(Approx).
2.4
3.28
2.86
5.5
4.16
4.89
0
1
2
3
4
5
6
Grossery Eatry Convenience
PCI
COKE
31%
69%
AVAILABILITY OF PEPSICO SKU'S
YES
NO
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8. Availability of SKUS & Chilled Stocks(its competitors)CO Average(SKUS) Percentage
COCO-COLA 5 86%
Analysis the above graph and table
From the above graph and table it is clear that the individual availability ofSKUS and Chilled Stocksof Coco-Cola is 86%(Approx).
9. Availability of SKUS & Chilled Stocks Channel WiseChannel No of Outlets SKUS(Average)
PCI COKE
Grossery 10 2.3 5.5
Eatry 32 2.5 5.1
Convenience 37 2.7 5.4
Analysis the above graph and table
From the above graph and table it is clear that the average availability channel
wise of PepsiCo is(G-2,E-3, C-3) and Coco-Cola is(G-6, E5, C-6).
86%
14%
AVAILABILITY OF COCO-COLA SKU'S
YES
NO
2.3
2.52.7
5.5
5.14.89
0
1
2
3
4
5
6
Grossery Eatry Convenience
PCI
COKE
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STRENGTHS Brand name PEPSICO
PEPSICO has well built image of excellence and innovation
Range of product.
Loyalty of customers.
Quality of the product
LUMBINI drinks are franchisee owned Bottle Operation (FOBO) of
worlds most famous soft drinks giant PepsiCo.
LUMBINI drinks uses state of the art and fully automatic machines and
technology for the product and bottling of soft drinks.
WEAKNESSES
o In adequate information to the retailers about companys sale offers.
o Distribution channel is not efficient.
o Delay in delivery of products causes revenue loss.
o The present supply is not sufficient to fulfill the demand, which
may be trapped
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OPPORTUNITIES
LBPL makes the buying process more convenient of efficient
(It provides the Pepsi products at required places i.e. direct to
distributors and to retailers through distributors).
Market growth.
Known brand.
It takes return the leakage, burst bottles etc.
The executive of company meet the need for more information and
advice to distributer/retailer/customer.
THREATS
COCO-COLA strong presence in this segment.
Linc co. coming with new range of pen and pencil.
COCO-COLA has better marketing strategy and distribution channel.
Coca-cola is now spending more and more to boost up the sale, so Lumbini
drinks should also have to go a head and think about it.
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CHAPTER 7
FINDINGS
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FINDINGS
1.After visiting 80 outlets in my area I found that the availability of pepsi is
55% and availability of coco-cola is 91%.
2.Average availability of brands of PepsiCo is 3in5 and Coco-Cola is 5 in6 in
this area.
3.Majority of the retailers are selling coco-cola products.
4.Penetration of PepsiCo products should be increased. Specially in sub
urban areas.
5.The service by PepsiCo to the outlets are satisfactory in major areas but not
in the entered area.
6.Retailers order every brands but he dont get on time.
7.There is need of some replacement of chiller in this area.
8.Coca-cola has covered more market share because they provide better
supply, and easily provided refrigerator to the retailer.
9. When they need pet bottles (7-up, Miranda) the distributor has not provided at
that time.
10.Some outlets were complaining about the racks and freeze which is not given
to them by distributor but some place there is good response. So more or less
there is a good response of retailer towards Pepsi distribution.
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CHAPTER 8
RECOMMENDATIONS
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RECOMMENDATIONS First of all company will provide all its dealers and retailers to all sort of
promotion equipment such as glow sign board, banner, rack, freeze, etc. in
time so that they increase their sales which is benefited both retailer as well as
company.
The distribution channels need to be improving so that retailer/dealer will
get soft drinks at time when they need.
More improvement is required in the distribution network in the outskirt and
in the remote areas, because in the peak seasons like summer the small dealers
are taking goods twice or thrice and in between if the distributors could not
supply them, the competitors will get the opportunities to supply the goods.
There should be more focus on 100% avaibility so that Pepsi dont lose sales
& market share.
All mixed outlets which stock multiple products should be transferred to
exclusive Pepsi outlets
Supply of goods should be regular at all the routes.
Dont miss any outlets in any area.
Always have a good rapport with the retailers.
Frequency of visit should be increase.
The company should start survey time to time to know the grievances of
retailer as well as consumers.
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Some times absence of stocks annoys retailer and consumers, so company
should keep a watch to the availability of brand.
Todays every type of channel want to keep soft-drink so if we provide
them. Obviously increase market share of PepsiCo.
Check whether the outlet require any signage.
The company should cover those market which are not covered at yet to
increase the market share
There must be proper maintenance of refrigerator so that retailer shall chill
drinks easily
No. of vehicles for delivery of goods should be increased in no for proper
catering in the entire area of Patna effectively and efficiently.
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REFLECTIONS
The survey was conducted in Patna with sole objective to understand themarket, market effectiveness distribution network and competitors activity forPepsiCo products and providing the data interpreted to PepsiCo.
I extend my thanks to all retailers who extended their support in providingme the extensive data without which the report had not been revealing.
I also thank the superior of the organization who extended their time to timeguidelines and encouragement and helped me to conduct the survey in a positivenote.
The data thus collected shall remain a functional guideline to increase ourmarket penetration, product positioning, pricing policy consideration andservice enhancement.
PepsiCo is India produces healthy financial rewards to investors as itprovides opportunities for growth and enrichment to employees, business
partners and the communities in which it operate.
I once again thank Lumbini beverage Pvt. Ltd for providing me thisopportunity to conduct a survey which I could do with best of my enthusiasmand ability.
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APPENDIX
DAILY CALL SHEET
QUESTIONNAIRE BIBLIOGRAPHY
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DAILY CALL SHEET
ROUTE-
DAY- DATE-PEPSICO OF INDIA
DAILY CALLSHEET
AREA-
DAY- DATE-
S.
NO
OUTLET
NAME AREA
CHANNEL CHILLER
NO OF
BRANDS
CHILLING
CAPACITY
CHILLED
STOCK
SERVICE
INFRASTRUCTURE
G/E/C/M PCI C PCI C PCI COKE PCI C PCI C PCI C
1
2
3
4
5
6
7
8
9
10
11
12
13
14
TOTAL
AVERAGE
PERCENTAGE
No ofsku
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QUESTIONNAIRE
Outlet name :
Location :Date : phone no:
1. Is the service of Pepsi available in your outlet?(a)Yes (b) No
2. Which type of outlet?(a)Grocery (b) Convenience (c) Eatery (D) Modern Trade
3. Which brand of soft drinks you deal in?(a)Pepsi (b) Coco-ColaBoth (d) Others
4.How many skus are available in your outlet?(a)1 (b) 2 (c) 3 (d) 4 (e) 5 (f) 6 (g) 7 (h) 8
5. Which type of PepsiCo brands available you have?
(a)Pepsi (b) 7up (c) Slice(d) Mirinda (e) M Dew (f) Nimbus
6. Are you satisfied with the supply of PepsiCo?(a) Yes (b) No
7. Which brand of cola provides you better facility?(a) Pepsi (b) Coco-Cola (c) Both
8. How many SKUs you chilled?(a) 2 (b) 3 (c) 4 (d) 5 (e) 6 (f) 7 (g) 8
9. Which companys chiller you have?(a)Pepsi (b) Coco-Cola Own (d) Both
10. What is the capacity of your chiller?(a) 110 (b) 280 (c) 320 (d) 400 (e) 600 (f) 1200
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11. When a customer comes to your shop which brand of soft drinks does
he/she demands? (Rank them)(a) Pepsi (b) Coca Cola (c) Others
12. What is the position delivery of Pepsi products?(a) Very Good (b) Good(c) Bad (d) Worse
13. Which company Visi-Cooler do you have?(a) Pepsi (b) Coca Cola
(c) Both (d) Own
14. Which company gives better service?(a) PepsiCo (b) Coco-Cola
15. Please give any suggestion for improvement regarding distribution, brand,bottling etc...
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BIBLIOGRAPHY
A. BOOKS:
1. PHILIP KOTLER MARKETING MANAGEMENT,ANALYSIS, PLANNING ANDCONTROL (8th EDITIONPUBLICATIONPRENTICE
HALL, PUBLISHED- 1994)
2. DENNIS ADCOCK MARKETING PRINCIPALES &PRACTICE (SECOND EDITION,PUBLISHED1995,PITAM PUBLICATION)
3. THERESE.L.BAKER DOING SOCIAL RESEARCH (2ndEDITION, PUBLISHED1995,MCGRAW HILLINTERNATIONAL EDITIONS)
4. C.R.Kothari, 2007 "Resea rch Methodology", New AgeInternational Publishers.
B. MAGAZINES:
1. BUSINEES WORLD2. BUSINESS TODAY
C. JOURNALS:
1. TIMES OF INDIA2. BUSINESS STANDARDS.
D. WEBSITE:
1. www.google.com
http://www.google.com/http://www.google.com/http://www.google.com/