A SUMMER TRAINING PROJECT REPORT ON THE CONSUMER BEHAVIOUR OF “NIMBOOZ” BY “NIMBOOZ” BY PEPSICO
IN DEHARDUN CITY A
SUMMER TRAINING PROJECT REPORT ON
THE CONSUMER BEHAVIOUR OF “NIMBOOZ” BY “NIMBOOZ” BY PEPSICO IN DEHRADUN CITY
Submitted for Partial Fulfillment of POST GRAGUATE DEPLOMA IN MANAGEMENT (PGDM) (APPROVED BY AICTE)
Under the guidance of:
Under the supervision of
Mr. S.K. MATTA LBS, Gr. Noida
Mr. Brijpal chauha (Territory Development manager)
Submitted By – Ashish kumar PGDM(2008-2010) Roll No -810009 Submitted To LLOYD BUSINESS SCHOOL Plot no.11, Knowledge Park-2, Greater Noida.UP-201306
(2008-10)
TABLE OF CONTENTS ACKNOWLEDGEMENT EXECUTIVE SUMMARY
CHAPTER
ONE
INTRODUCTION
OBJECTIVES
COMPANY
PROFILE
PRODUCT PROFILE
STRENGTH
AND WEAKNESS
PACK PROFILE
RKG GROUP
CREDENTIALS
CHARTER
TWO
RESEARCH MEATHODOLOGY
RESEARCH DESIGN
SIMPLE DATA
COLLECTION
MARKET RESEARCH PROCESS
CHAPTER
DESIGN
THREE
FINDING AND ANALYSIS
CHAPTER
CONCLUSION AND RECOMMENDATION
CHAPTER
FOUR
FIVE
BIBLIOGRAPHY.
QUESTIONNAIRE.
ACKNOWLEDEMENT
A task undertaken without offering prayers to almighty and talking blessings from the elders is not a good beginning. Likewise the work completed without acknowledging the assistance to those who were always by my sides to make my efforts fruitful in the task left incomplete.
In the beginning beginning,, I would would like to express my sincere sincere thanks to my Institute Institute teachers for giving me an opportunity to take the practical experience of working life.
I convey my sincere thanks to Mr. Satish Kr. Matta, Faculty Guide, LBS, GR. NOIDA for providing me the proper guidance for providing me the
oppo op port rtun unit ity y to carr carry y ou outt my summ summer er trai traini ning ng proj projec ectt effe effect ctiv ivel ely y and and efficiently. I would also like to pay thanks to all my classmates and friends and and my fami family ly memb member erss for for co-o co-ope pera rati ting ng with with me and and help helpin ing g me to complete the project.
.
ASHISH KUMAR (PGDM) Roll No.810009
THE SUCCESS STORY OF INDIRA NOOYI (CEO OF PEPSICO INDIA)
By now, most readers probably know that Indra Nooyi is being promoted to the CEO of PepsiCo, a company with $38 billion in revenues. She’s been mentioned several times before on Sepia Mutiny, mainly in response to comments she made at a graduation ceremony at Columbia Business School last year. (There are several other posts on her as her as well.) And Manish had a soli solid d post on her recent promotion this past Monday on Ultrabrown.
I draw two conclusions from her success. First, you can be a working mother and climb the the corp corpor orat atee ladde ladderr whil whilee rais raisin ing g kids kids (Ind (Indra ra has has two, two, who who are are I beli believ evee in thei their r early/mid teens). Second, you can get ahead in the American corporate environment without sacrificing who you are culturally.
EXECUTIVE SUMMARY The distri distribut bution ion networ network k of PEPSI PEPSI is well well kno known wn for its effici efficienc ency y but company company constantly strives for the betterment of their distribution network system. Emphasis of our study was to focus on the customer of company i.e., the retailers.
Thee Retai Th Retaill Mappi Mapping ng of Dehr Dehrad adun un is an inte integr gral al step step for for the the asse assess ssme ment nt,, development and betterment of this system. The distribution system not only comprises the movement of the products but also incorporates the merchandising of the product, which is very broad in its purview.
The projec projectt incorp incorpora orates tes the analys analysis is of the perfor performan mance ce of NIMBO NIMBOOZ OZ The product of pepsico and probing into opportunities of increasing the market share in Dehradun . The entire process had to be in an organized manner in order to deliver meaningful results for the purpose of decision-making.
PEPSI boasts of having the maximum market share in the beverage segment in and is in constant process for the betterment of its product performance and customer as well retailer’s satisfaction.
Introduction
INTRODUCTION The Projec Projectt “Beha “Behavio viour ur of consu consume merr about about the the produ product ct of nimboo nimboozz in Dehradun city” Is designed on the lines of basic investment decisions to be taken by the
senior officials of PEPSI for the purpose of amendments in the pre-existing distribution network in order to review and strengthen the routes. The findings of the project are very crucial for the increment of the market share of o f PEPSI in Dehradun city.
Though the process is an ongoing one but the decisions have to be taken on a strong base, supported by facts and figures and that too on papers. This support can only be provided with the help of an extensive and through analysis of the market and the data collected thereof.
The Marketing Development Co-ordinator who was the lead or the project head delivered the objectives of the project to us expressly and we had to submit the day report to him along with the draft report. He was the in charge of the project and gave guidelines and directions to approach the project.
Objective
To analyze, interpret and study the entire beverage market of Dehradun
Comparative study of the various brands, packs and flavors available in the market.
Analysis of the strong and weak point of the competitors products and compare it with NIMBOOZ of pepsico.
To assess the reach and feasibility of the product and give the output for further invest investmen mentt for enhanci enhancing ng the distri distribut bution ion networ network k along along with with assess assessing ing the efficiency of the current distribution system.
Asse Assess ss the the prom promot otio iona nall meas measur ures es in the the cont contex extt to the the sale saless of PEPSI PEPSI and focusing our study on the customer of company i.e., the retailers. As obvious that any company is concern with the increase in sales of its products, our project was in line with the companies’ objectives and all steps incorporate in the project were directed to give an overview so as to attain its objectives. The market research conducted by us was in accordance to the company’s rules and polici policies es which which were were quite quite materi material al for the effici efficient ent and effect effective ive result resultss and inferences to be drawn from the entire process. The market market resear research ch was conducted conducted in compli compliance ance of the given given guidel guideline iness delivered to us expressly to achieve the given objectives, which were as under: un der:
1.
Profitability
2.
Improvement
3.
Sales
4.
To satisfy the customers
Compan y Profile
THE COMPANY PROFILE: PEPSI CO. Caleb Bradham a New Bern N.C druggist who formulated Pepsi Cola founded Pepsi Cola Beverage business at turn of the century. Pepsi Cola Company now produces and markets nearly 200 refreshment beverages to retail, restaurants and food service customers in more then 190 countries and territories around the world and generates revenue of over 18 billion dollars PepsiCo World Headquarters is located in Purchase, New York. Pepsi Co. is the world leader in the food chain business. It consists of many companies amongst which the prominent ones are Pepsi Cola, Frito-lay , Pepsi food international , group is presen presently tly into three three most most profit profitabl ablee Pizza-hut , KFC KFC and and Taco Taco bell bell . The group businesses namely, Beverages Snacks foods and Restaurants. The beverages segment primarily market it Pepsi diet, Pepsi Mountain Dew and other brand brandss worldw worldwide ide and 7UP outsid outsidee the U.S.ma U.S.marke rket. t. They They are positi positioned oned in close close competition with Coca Cola inc. of USA. The Snacks Snacks food food divisi divisions ons manufa manufactu cture re and distri distribut butee and market marketss others others snacks snacks worldwide.
The restaurant segment primarily consists of the operations of the worldwide Pizza-Hut, Taco bell and KFC chains PFS, PepsiCo’s restaurant restaurant distribut distribution ion operation, supplies to Company owned and Franchise restaurants in the U.S. When Coca Cola changed its formula in 1985, Pepsi Stepped up its competition with its long time archrival claiming victory in the Cola-wars. Coke and Pepsi expended their rivalry to tea in 1991 when Pepsi formed a venture with No.1 Lipton in response to Coke’s announced venture with Nestle (Nestea).
“Pepsi Co is going blue”. This was the new color adopted by the company to strengthen its brand globally. Also the company is changed colors from Generation X to GENERATION NEXT.
Although Pepsi holdings over the years have become diverse in such fields as the Snacks industry and Restaurants industry, this portfolio will discuss its core business and its highly successful business of Beverages. The soft drink industry customer base is pro proba babl bly y the the wides widestt and and deep deepes estt base base in a worl world d that that is floo floode ded d with with some some many many categories. According to Beverage Digest the customer base for soft drinks is a whopping 95% of regular users in the United States. This represents a large field of potential customers for Pepsi Cola. Pepsi prefers to segment itself as the beverage choice of the “New Generation”, “Generation Next”, or just as the “Pepsi Generation”. These terms adopted in Pepsi’s
advertising campaigns are referring to the markets that marketers refer to as Generation X. The Generation X consumer is profiled to be between the ages of 18 to 29. They have high expectations in life and are very mobile and active. They adopt a lifestyle of living
for today and not worrying about long-term goals. Those Pepsi’s main emphasis on this segment they also have a focus on the 12 to 18 year old market. Pepsi believes if they can get this market to adopt their product then they could establish a loyal customer for life. Pepsi Cola throughout its 100 years of existence has developed much strength. One of the strengths that has developed Pepsi into such a large corporation is a strong franchise system. The strong franchise system was the backbone of success along with a great entrepreneur spirit. Pepsi’s franchise system and distributors is credited to bring Pepsi from a 7,968 gallons of soda sold in 1903 to nearly 5 billion gallons in the year of 1997. Pepsi also has the luxury to spend 225 million dollars in advertising a year. This enormous ad budget allows Pepsi to reinforce their products with reminder advertising and promotions. This large budget also allows Pepsi to introduce new products and very quickly make the consumer become aware of their new products. Pepsi also has had the good fortune of making very wise investments. Some of the best investments have been in their acquiring several large fast food restaurants. They have also made wise investments in snack food companies like Frito Lay, which at present time is the largest snack company in the world. Probably high on the list of strengths is Pepsi’s beverage line up.
Pepsi has four soft drinks in the top ten beverages in the world. These brands are Pepsi, Mountain Dew, Diet Pepsi, and Caffeine Free Diet Pepsi . Some other strong
brands are All Sport, Slice, Tropicana, Starbucks, Aquafina and a license agreement with Ocean Spray Juices.
ORGANIZATIONAL ORGANIZA TIONAL STRUCTURE Chairman
President
Unit Manager
TDM
ADC
Customer Executive
Customer Executive
Distributers A,B,C
Distributers E,F
Route Agents
Route Agents
Helper
Helper
Product Profile
PRODUCT POSITIONING OF PEPSI CO.
Pepsi prefers to position itself as the beverage choice of the “New Generation”, “Generation Next”, or just as the “Pepsi Generation”.
These terms adopted in Pepsi’s advertising campaigns are referring to the markets that marketers refer to as Generation X. The Generation X consumer is profiled to be between the ages of 18 to 29. They have high expectations in life and are very mobile and
active. They adopt a lifestyle of living for today and not worrying about long-term goals. Though Pepsi’s main emphasis is on this segment but they also have a focus on the 12 to 18 year old market. The rich rich deep deep blue blue colori coloring ng repres represent entss eterna eternall you youthf thfuln ulness ess and opennes openness. s. Marketing Marketing plans like “Yeh Dil Maange More ”, “Got Another Pepsi ”, “Ye Pyass Hai Badi” have made Pepsi one of the coolest brands recognized among teens in the top five
and the only beverage product p roduct in this category.
PEPSI-COLA LOGOS
Thee Peps Th Pepsii-Co Cola la logo logo has has chan change ged d many many time timess over over the the year years. s. Here Here's 's a chronological history of the various logos.
Slogans and Logos
18 98
Brad's Drink
Exhi xhilarat aratiing, ng,
Invi nvigora goratting, ng,
Aids Aids
1903 Digestion 1906 1906
Ori Origina ginall Pur Puree Foo Food d Dr Drink ink
1908 1908
Del Deliciou ciouss and and Hea Heallthful hful
1915 1915
For For All All Th Thir irst stss - Peps Pepsi: i:Co Cola la
1919 191 9
Peps Pepsi: i:Col Colaa - It make makess you you Scint Scintil illat latee
1920 192 0
Drin Drink k Peps Pepsi: i:Co Cola la - It It Wil Willl Sati Satisf sfy y You You
19 28
Peps You Up!
19 29
Here's Health!
1932 1932
Spar Sparkl kliing, ng, Del Delici icious ous
1933 1933
It's the the Bes Bestt Col Colaa Dr Drink Double
Size
1934 Refreshing and Healthful 1938 1938
Join oin the Swing wing to Peps Pepsii
1939 1939
Twice wice as Much uch for for a Ni Nickel ckel
1943 1943
Bigg Bigger er Drin Drink, k, Bett Better er Tast Tastee
1947 1947
It's It's a Gre Great at Amer Americ ican an Cust Custom om
1949 1949
Why Why Tak Takee Les Lesss Whe When n Peps Pepsi' i'ss Bes Best? t?
1950 1950
More ore Bou Bounc ncee to to the the Ounce unce The
Light
Refreshment
1954 Refreshing Without Filling 1958 1958
Be Soci Sociab ablle, Have Have a Pep Pepssi
Now It's Pepsi for Those Who Think 1961 Young
Come Come Aliv Alive! e!
You' You're re in the the Peps Pepsii
1963 Generation Taste that Beats the Others Cold, Pepsi 1967 Pours It On. You've Got a Lot to Live, Pepsi's Got a 1969 Lot to Give 1973 1973
Join Join the the Pep Pepsi si Peop People le Fee Feeli lin' n' Fre Freee
19 76
Have a Pepsi Da Day! Catch
That
Pepsi
Spirit
1979 Take the Pepsi Challenge 1981 1981
Peps Pepsi' i'ss Got Got Your Your Tast Tastee for for Life Life
19 83
Pepsi Now!
1984 1984
Thee Cho Th Choic icee of of a New New Gen Gener erat atio ion n
1987 987
America's Choice
1989 989
A Generation Ahead
19 92
Gotta Have It
1993 1993
Be Youn Young, g, Have Have Fun, Fun, Drin Drink k Pep Pepsi si
1995 1995
Not Nothing hing Else Else is a Peps Pepsii
19 97
Generation Ne Next
19 98
Same Gr Great Ta Taste
19 99
The Joy of Cola
20 00
The Joy of Pepsi
2003 2004 Pepsi. It's the Cola 2005 2006
STRENGTH & WEAKNESSES
OF PEPSI CO. Pepsi Cola throughout its 100 years of existence has developed much strength. One of the strengths that have developed Pepsi into such a large corporation is a strong franchise system. The strong franchise system was the backbone of success along with a great entrepreneur spirit. Pepsi’s franchise system and distributors is credited to bring Pepsi from a 7,968 gallons of soda sold in 1903 to nearly 5 billion gallons in the year of 1997. Pepsi also has the luxury to spend 225 million dollars in advertising a year. This enormous ad budget allows Pepsi to reinforce their products with reminder advertising and promotions. This large budget also allows Pepsi to introduce new products and very quickly make the consumer become aware of their new products. Pepsi-Cola provides advertising, marketing, sales and promotional support to Pepsi-Cola bottlers and food service customers. This includes some of the world's best-loved and most-recognized advertising. New advertising and exciting promotions keep. PepsiPepsi-Col Colaa brands brands you young. ng. The company company manufa manufactu ctures res and sells sells soft soft drink drink concent concentrat ratee to Pepsi-C Pepsi-Cola ola bottl bottlers ers.. The company company also also provid provides es founta fountain in beverag beveragee products. Pepsi also has had the good fortune of making very wise investments. Some of the best investments have been in their acquiring several large fast food restaurants. They have also made wise investments in snack food companies like Frito Lay, which at present time is the largest snacks company in the world. Probably high on the list of strengths is Pepsi’s beverage line up. Pepsi has four soft drinks in the top ten beverages in the world. These brands are Pepsi, Mountain Dew, Diet Pepsi, and Caffeine Free Diet Pepsi . Pepsi also has the No.1 tea in the
United States, Lipton Tea. Some other strong brands are All Sport, Slice, Tropicana, Starbucks, Aquafina and a license agreement with Ocean Spray Juices. Pepsi Cola like any company has weaknesses. Ironically, the one strength that has been credited for most of its success in the past has now become a weakness for Pepsi. This former strength is the franchise system. The franchise system in Pepsi Corporate view has become a liability. Pepsi in today’s market must be able to act as one instead of several separate units. The franchise system has become a hurdle to Pepsi because many of these franchises have become very strong and will not be dictated by PepsiCo on how to handle their operations. operations. Some of these franchises franchises are unwilling to support support certain certain Pepsi pro produ duct ctss and and at time timess produ produce ce thei theirr own own priv privat atee label label produ product ctss that that are are in dire direct ct competition with Pepsi products. Secondly the franchisees are not willing to make capital expenditures to keep up with Coca-Cola who is a firm believer in reinvesting into their infrastructure (Coca Cola at present time does not operate a franchise bottling system). As mentioned earlier Pepsi has tried to elevate this problem by spinning off their interest in fast food restaurants but at present time are still guilty by association to many of the large fountain accounts. The franchise system has also affected fountain sales due to the fact franchisees are not willing to buy expensive fountain equipment to place in accounts mainly because the profit margin is so low and could take years to recoup their investment. Pepsi also has a weakness in the international beverage market. Unfortunately for Pepsi they were a “Johnny Come Lately” into this arena. Pepsi has tried to enter this market by trying to do in three years what took Coke 50 years to do. This area will take years for Pepsi to mature simply due to Coke’s dominance in the
international market and the strong ties that Coke has developed with these markets and their governments. Pepsi customers buy nearly five billion gallons of soft drinks per year. Pepsi customers buy their products because of taste, price, packaging and promotional factors and of a wide variety of brands. Pepsi customers also buy their products due to the high accessibility of Pepsi brands. Pepsi products are distributed to many outlets. For example, supermarkets where Pepsi buys large shelf area and display areas so the customer can find them easier, viz, Convenience stores, Restaurants, Movie theaters and almost and other conceivable spots. Pepsi has a competitive advantage over Coke because of the image it portrays. Pepsi promotes itself as the choice of the “New Generation”. Pepsi gets this advantage by implementing such large marketing projects like “Project Globe”. This marketing plan, which Pepsi spent 637 million million dollars over five years, is to introduce the new rich deep blue coloring of its packaging. The rich deep blue coloring represents eternal youthfulness and openness. Marketing plans like this made Pepsi one of the coolest brands recognized among teens in the top five and the only beverage product in this category. Another competitive advantage that Pepsi has is in their product Mountain Dew. Mountain Dew has grown a staggering 74.1% over the last five years. Mountain Dew has a 6.3% market share and has recently become the No.4 soft drink in America. At this current pace Mountain Dew will be come the first non-cola to reach the 1billion gallon mark in one year.
Pepsi also has an advantage as an innovator in their field. They are the first soft drink makers to introduce a new one-calorie soda called Pepsi-One with, just approved by the FDA, Ace-K. This new sweetener is slated to be a break through for diet soda in which it limits the after taste associated with diet soda and brings a more cola taste to the product. Pepsi has always been a strong No.2 against Coke and have become one of the world’s largest Companies. As far as market share is concerned Pepsi stands strong.
PEPSI-THE INDIAN EXPERIENCE • Pepsi is one of the most well known brands in the world today available in over 160 countries. The company has an extremely positive outlook for India. "Outside North America two of our largest and fastest growing businesses are in India and China, which include more than a third of the world’s population." (PepsiCo’s
annual report, 1999) • This reflects that India holds a central position in Pepsi’s corporate strategy. India is a key market for PepsiCo, and at the same time the company has added value to Indian agriculture and industry. PepsiCo entered India in 1989 and is concentrating in thre threee focus focus area areass – Soft Soft drin drink k conce concent ntra rate te,, Snack Snack food foodss and and Veget Vegetab able le and Food Food processing. • Faced with the existing policy framework at the time, the company entered the Indian market through a joint venture with Voltas and Punjab Agro Industries. With the introduction of the liberalization policies since 1991, Pepsi took complete control of its oper operat atio ions ns.. Th Thee gove govern rnme ment nt has has appr approv oved ed more more than than US$ US$ 400 mill millio ion n wort worth h of investments of which over US$ 330 million have already flown in.
• One of PepsiCo’s key strategies was to develop a completely local management team. Pepsi has 19 company owned factories while their Indian bottling partners own 21.
The two advertisements tags: ‘yehi hai right choice baby’ and ‘nothing official about it’ immediately ring a bell- it’s got to be Pepsi.
The advertiseme advertisement nt tag ‘yehi hai right choice baby’ was the first ‘ Hinglish’ slogan ever used in the in the Indian market. This slogan proved to be the best suited one for Pepsi and it was was a mega hit and at that moment of time. Pepsi in a short span of its operations in India has found a place in the 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 then PepsiCo has set up a fully fully integr integrate ated d operat operation ion in India India viz. viz. Manufa Manufactu cturi ring, ng, Resear Research ch & Develop Developmen ment, t, Marketing, Distribution and Franchising- covering fruit/vegetable processing, Exports, Snack Foods & Beverages. In the mean time Pizza Hut and Frito Lay’s are the examples in this regard only. Pepsi has 40 bottling plants in India, out of which 16 are company owned and 24 are owned by Indian franchisees. One of the major player in franchisee is RKJ Group. The RKJ group is India's leading supplier of retailer brand Carbonated and NonCarbonated soft drinks, with beverage 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. It has the license to supply beverages in the territories of Western U.P., part of M.P., half of Haryana, whole of Rajasthan, Goa, 3 districts of Maharashtra, 9 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.
This group has brought name and a nd fame to the Pepsi as in all this regions Pepsi is at the commanding position and in the mean this group has diversified itself into ice cream, suiting and shirtings, restaurants, beer plant in Mauritius & edible oil plant in Sri Lanka
PEPSI-COLA IN INDIAN SCENARIO
Since the entry of Pepsi-Cola to India in 1989, the soft drink industry has under gone a radical change. When Pepsi-Cola entered, Parle was the leader with the Thums-up being its flagship brand. Other products offering by Parle included Limca & Goldspot, another upcoming player in the market was, the erstwhile bottler of Coca-Cola, “pure drinks” . Its offering includes Campa- Cola, Campa-Lemon & Campa-Orange.
With the re-entry of Coca-Cola in the Indian market, Pepsi-Cola had to go in for more aggressive marketing to sustain its market share. The chronology of the initial phase of the Cola wars in India was:
•
1977: Parle launched Thums-up and pure drinks launched Coca-Cola.
•
1998: In September, final approval for the Pepsi Foods Ltd. Project granted by
the “Cabinet Committee” on economic affairs of the “Rajeev Gandhi Govt.” •
1990: In March, “Pepsi-Cola and 7-up” launched markets in north India.
•
1990: In May, The government cleared the Pepsi-Cola project again but with a
change in brand name to “Lehar Pepsi”, simultaneously it rejects the Coca-Cola application “Citra” from the Parle, stable hited the market. •
1991: Pepsi-Cola extended its soft drinks business and reached at national scale.
Pepsi-Cola launched its product in Delhi and Bombay.
•
1992: In January, Brito foods application is cleared by the FIPB. Pepsi-Cola and
Parle start initial negotiation for a strategic alliance but took break off after a while. •
1993: Pepsi-Cola launched “Slice and Teem” captured about 25-30% of the soft
drink market in about 2 years. •
1994: Pepsi bought “Dukes & Sones”.
•
capa city of 330ml in various flavors. 1995: Pepsi-Cola lunched cans, having capacity
•
1996: Pepsi-Cola domestic and international operations combined into a Pepsi-Cola Company. International and domestic operations combined into one business unit called “Frito-lay Company”.
•
1997: Pepsi-Cola brought “Mirinda Orange” opposite to “Fanta”.
•
1998: Pepsi-Cola launched “Mirinda Lemon” opposite to “Limca”.
•
1999: Pepsi-Cola launched “Diet Pepsi” in can and 1.5 Lit. “PET” bottle for
health conscious people. •
2001: Pepsi-Cola launched Slice in “Tetra” Pack.
•
2003: Pepsi-Cola launched “Pepsi Blue” to get the favour of world cup season.
•
2005: Pepsi-Cola launched Mirinda in “Straw Berry” flavour to get the favour of
movie Batman. •
2005: Pepsi-Cola launched 7-up as “7-up ice”.
Pepsi-Cola launched “Mountain Dew” to be more competitive with Coca-Cola
PEPSI-COLA PHRASES The Pepsi-Cola marketing phrase has also changed many times
1909-1939:
Delicious and Healthful
1939-1950:
Twice As Much For A Nickel Too
1950-1963:
The Light Refreshment
1953-1961:
Be Sociable
1961-1963:
Now It's Pepsi For Those Who Think Young
1963-1967:
Come Alive! You're In The Pepsi Generation
1967-1969:
Taste That Beats The Others Cold
1969-1973:
You've Got A Lot To Live, Pepsi's Got A Lot To Give
1973-1975:
Join The Pepsi People Feelin' Free
1975-1978:
Have A Pepsi Day
1978-1981:
Catch That Pepsi Spirit
1981-1982:
Pepsi's Got Your Taste For Life!
1983-1983:
Pepsi Now!
Pepsi, The Choice Of A New Generation 1984-1990: Pepsi nothing official about it 1990- 1994: Yeh dil mange more (Pepsi India) 1995- 2004 My Pepsi my world 2004- now
Pepsico launcbes
“Nimbooz” TIMES NEWS NETWORK Lucknow: Now get packed ‘nimbu pani’ in pure Indian taste, this is what Pepsico
claimed on the launch of its new drink ‘Nimbooz’ here on Saturday. The leading soft drinks brand launched the new product, stating that the real market is not for the soft drinks but for one of nation’s favourite drink i.e ‘nimbu paani’ which is easly available in every household. Executive vice- president (marketing, flavours) Pepsico, Alpana Titus, said that the drink bas been made only from the lemon juice and is without any added flavor and fizz. Talking about the sizes in which the product will be available, Alpana added that during the initial stage, the products, which is a sub-brand of the already existing soft drink 7Up, will be available available in three packes which are of 200 ml returnable returnable bottles, bottles, 350 pat pack and the 200 ml tetra pack priced at Rs 10, 15 and 10 respectively. They would also be thinking about family packs of a litre and above, If the response is good. g ood. The vice-president said that the product has been prepared by using the technique of hot fill process as it helps in preserving the lemon juice for a longer duration. Asked about the USP of the product in competition with other brands in the market, Alpana said that Pepsico is the first company to launch a drink in the category. As of now, it is the leader and another USP is the quality and hygiene which is far better in comparison to the ‘nimbu pani’ available on the road side The advertisements of the drink will soon be aired. The company has not roped in any celebrity to market the product as it feels that the drink is for the common man and he is the best brand ambassador.
As a way of promotion, a special vehicle ‘Nimbooz highway gaddi’ has been created that will visit four major highways connecting Delhi to Jaipur, Dehradun and Agra.
PEPSI – BRANDS AND PACK PROFILE BRAND PACKS: Thee produc Th oducts ts are are gene genera rallly avai availa lab ble in th thrree kinds inds of packaging: GLASS BOTTLES
•
•
SLICE MANGO
•
•
DISPOSABLE CANS
•
ET JARS
FLAVOUR PACKS: PACKS: COLA (Soft drink):
•
MIRANDA ORANGE
MOUNTAIN DEW
•
7UP
MINERAL WATER:--AQUAFIN WATER:--AQUAFINA A
THE RKJ GROUP It can be said with absolute certainty that the RKJ Group has carved out a special niche for itself. Their services touch different aspects of commercial and civilian domains like those of Bottling, Food Chain and Education. Headed by Mr. R. K. Jaipuria, the group as on today can lay claim to expertise and leadership in the fields of education, food and beverages. The business of the company was started in 1991 with a tie-up with Pepsi Foods Limited to manufacture and market Pepsi brand of beverages in geographically pre-defined territories in which brand and technical support was provided by the Principals viz., Pepsi Foods Limited. The manufacturing facilities were restricted at Agra Plant only.
The group group also also became became the first first franchi franchisee see for Yum Restau Restauran rants ts Intern Internati ationa onall [formerly PepsiCo Restaurants (India) Private Limited] in India. It has exclusive franchise rights rights for Northe Northern rn & Easter Eastern n India. India. It has total 27 Pizza Pizza Hut Restaura Restaurants nts under its its company.
They have diversified into education by opening their first school in Gurgaon under the management of Delhi Public School Society. Companies are medium sized, professionally managed, unlisted and closely held between Indian Promoters and foreign collaborators. Thee grou Th group p adde added d anoth another er feat feathe herr to its its cap cap when when the the pres presti tigi giou ouss Pepsi PepsiCo Co “International Bottler of the Year” award was presented to Mr. R. K. Jaipuria for the year 1998 at a glittering award ceremony at PepsiCo’s centennial year celebrations at Hawaii, USA. The award was presented by Mr. Donald M. Kendall, founder of PepsiCo Inc. in the presence of Mr. George Bush, the 41st President of USA, Mr. Roger A. Enrico, Chairman of the Board & C.E.O., PepsiCo Inc. and Mr. Craig Weatherup, President of Pepsi Cola Company.
Credentials
MAJOR CREDENTIALS
VARU VARUN N
BEVE BEVERA RAGE GES S
LIM LIMITE ITED
REC RECEIVE EIVED D
“GO GOLD LD
STAN ST ANDA DARD RD
AWARD” FOR PRODUCTION & QUALITY CONTROL FOR THE YEAR
1996-1997.
JAIPURIA GROUP WAS ADJUDGED “BEST BOTTLER” OUT OF MORE THAN 2000 BOTTLERS ALL OVER THE WORLD FOR THE YEAR 1996-97.
LOCATIONS OF BOTTLING PLANTS OF PEPSI IN INDIA
Research Methodolo gy
RESEARCH METHODOLOGY OBJECTIVE OF RESEAECH:The Main objective of research in this project project was to get the detailed detailed analysis analysis of the market position and the behavior of consumer about the product of NIMBOOZ
RESEARCH PROBLEM:To what extent does the penetration level of the PepsiCo product's and the other merchandising objects like cooling equipments, Ice Boxes, Glow signs, Dealer boards, Paintings and Racks leads the penetration of such things from, Coca Coca-C -Col olaa du duri ring ng the the summ summer er peri period od in the the peri period od in the the year year 20 2009 09 in Dehradun city and Its rural area and urban area, distributed via direct and indirect routes. What were the factors responsible for this level of penetration?
TYPE OF STUDY:Primary study.
RESEARCH DESIGN
(ANALYTIVCAL RESEARCH)
The Design Of our research is statistical as it concerns the items are to be observed and how the information and data gathered are to be analyzed.
SAMPLE DSSIGN:For the project project we used non-probabil non-probabilistic istic sampling sampling that can also be termed as we only targeted the shops which sells the pepsi product.
METHODS OF DATA COLLECTION The data collected for the project was primary data. The data was collected thro throug ugh h pers person onal alss inte interv rvie iews ws,, whic which h was was in the the form form of dire direct ct pers person onal al invest investiga igatio tion. n. The interv interview iew was very very struct structured ured becaus becausee we only only ask the question as per the EDS format.
Types of data
1.Primary data 2.Secondary data
THE MARKET RESEARCH PROCESS The entire project was divided into five phases and each phase had its individual significance and supplemented each other. The process had to be started from the grass root level and it was very important to understand the market for this FMCG product, which is very fast in production, distribution and consumption.
METHOD OF DATA COLLECTION A.
Route Riding
B.
Retail Tracking
C.
Corporate Tracking
D.. D
Anal An alys ysis is of fin indi ding ng an and d ob obsser erva vati tion onss
The entire process was more of a Descriptive Research type and incorporated a formal study of the specific problems faced by most FMCG companies an exploring the opportunities in the untapped market. The survey was conducted on the basis of PEPSI
produ product ct prefer preference ence and evalua evaluati tion on of sales sales forecas forecastt in the new and und underd erdevel evelope oped d market including the evaluation of the advertising and promotional measures. The data collected had to be systematically arranged, analyzed and reported in a form congenial to take on the spot decisions.
The observation approach was adopted in the process by gathering the data essential and material for the decision-making and with clear objective of increasing the market share of PEPSI in the Dehradun market. Customer preferences and satisfaction was also important in assessing the market share but that was very clear that customers generally do not have loyalty towards the product in the Beverage industry rather what matters the most is the product availability which will be discussed later. All the phases mentioned above have been discussed along with the observations, problems, and other dimensions which have been encountered and experience in detail in the following pages.
A. ROUTE RI RIDING :
The Beverage Industry or to be more specific, the Soft Drinks Industry has one of the most most acti active ve netwo network rk in term term of its its prod product uctio ion, n, suppl supply, y, dist distri ribu buti tion on,, mark market etin ing, g, consum consumpti ption on and also also person personal al relati relations ons at the very very second second level level of its its distri distribut bution ion netw networ ork. k. Th That at is the the reas reason on why why it is some someti time mess said said to be “Very Fast Moving Moving Consumables Goods”.
Due to the above stated reason it becomes very essential to study and analyze the market of these products from the grass root level. So in the Soft Drinks Company as PEPSI, route riding becomes the first and foremost step in any of the activities to be undertaken be it any official so we were no exceptions.
During the very initial days we were required to exercise Route Riding, the objective of which was:
•
To understand and analyze the market in its raw and basic form.
•
To gain gain an in depth depth know knowled ledge ge of the the merc merchan handis dising ing and and proce process ssing ing activities of the Route Agents and understand the Beverage market.
•
To undertake the comparative study of the various brands and flavour packs of all existing beverages or soft drinks mark market et and and the the mark market et shar sharee and and grow growth th pote potent ntia iall of each each bra brand individually.
•
To develop innovative ideas to enhance the distribution system.
Route Riding is basically accompanying Pepsi Vans along with the route agents and understanding the way they conduct merchandising activities right from the charged vans leave the depot to the entry of empty vans back to the depot. The Route Riding phase was for the initial twinty days in which we had ha d covered twenty different routes. The Route Riding is a crucial phase because the actual dealing with the retailers and their dealing with the customers can be very efficiently understood through this process which is important at all levels of decision making in the industry. The Routes i.e., the Pepsi Vans were charged and left the depot by 7:30 in the morning, morning, accompanied accompanied by the Route Agent
(R.A.’s). (R.A.’s). The RA’s were given the route
planners and the particulars of the products, flavors, and quantities along with the billing
materials. The vans had to cover the entire route and the RA had to do the merchandising and sales against cash, which was a significant feature of this industry. The targets were given twice or thrice in a week that was a challenge for them and after achieving these targets the RA’s was awarded with some special incentives. As there exists a player like Coca Cola. So it had a lot to do with schemes, discounts and other incentives. The routes were allocated on the basis of individual areas and the demand of the product in that particular area. The RA’s been responsible for the accomplishment of their sales target on their routes and was given incentives on achieving the targets. Not only this, the RA’s also had the responsibility of moving the flavors and packs in propo proporti rtion on along along with with the proper proper displa display y of the product productss for proper proper visibi visibilit lity y and arrangement of products in brand order along with “VISI purity”.
The RA’s had the responsibility of setting up Monopoly PEPSI Sales Counters where no products except that of PEPSI would be available available amongst the soft drinks and especially of Coca Cola. These monopoly sales counters c ounters enjoyed special benefits in terms
of discounts, schemes, VISI’s (fridges), display boards, glow signboards, wall paintings, banners, posters and other incentives.
The RA’s had to achieve their sales target and surrender the daily sales proceeds with with the concer concerned ned Custom Customer er Execut Executive ivess along along with with the route route planner planner and billin billing g materials and gate pass along with the details of sales on their route.
The entire activities of the RA’s was controlled by the Customer Executives, who also also assi assist sted ed the the RA’s RA’s in achi achiev evin ing g thei theirr targ target etss and and were were in charg chargee of the the sale saless performance in their assigned areas. A Customer Executive had nine to ten RA’s under him and was responsible for their performances as well. He was also concerned with the promotional activities on his routes and handling of policy matters in the corporate regarding supply to industrial canteens and cafeterias. We as Research trainees were required to study and analyze the activities of the RA’s and be familiar with the market. We had been provided Market Analysis Sheets by the MDC in which we were required to record the observations of the retail outlets on a particular route. The observations, which were required to be recorded in, were:
•
The quantity of the cold and warm stocks of all brands and flavors available at the outlet along with the outlet details.
•
Inquir Inquiring ing about about the satisf satisfact action ion of the retail retailers ers in terms terms of sales sales of PEPSI PEPSI produ products cts,, scheme schemes, s, discoun discounts, ts, combo combo offers offers,, and the benefi benefits ts of promot promotion ional al activities.
•
Inquiring Inquiring about the satisfaction satisfaction by the current distribution distribution network in context context to product availability of all flavors packs or individual flavors according to demand of customers, rates billings.
•
Inquiring about the behavior and merchandising of RA’s in accordance with the comp compani anies es’’ regu regula lati tions ons and and recor record d compl complai aint ntss agai agains nstt RA’s RA’s,, comp compan any y or products, if any.
•
Inquire about the performance of various brands and flavors packs and customer’s response to those brands or flavors and also to educate the retailers about various schemes and incentives to increase sales volume.
•
Last but not the least, assessment of the effectiveness of, assessment of the effectiveness of promotional materials and activities like, display boards, glow signs, signage, wall paintings, posters, banners, racks, shelves, counters, VISI’s, and also impact of nation wide advertising on brand loyalty by the customers.
The information so collected was required to be filled in the Market Analysis Sheet (specimen on the next page) and reported to the MDC along with other information in order of their seriousness.
B. RETAIL MAPPING OF DEHRADUN : The Retail Mapping is the integral part of the project and the most crucial is taking significant decisions regarding the enhancement of the distribution network involving heavy heavy invest investmen mentt on account account of increa increasin sing g the routes routes and starti starting ng new routes routes and promotional measures on those routes to increase its market share in Dehradun. The new routes, exploring new markets required the decision to be supported with facts and figures which had to be provided by the Research trainees on the basis of the survey conducted in the market and processed data there of the retail mapping had to be
conducted on the basis of the Retail Tracking Sheet (RTS), which had been developed by the Marketing Development Coordinator and Customer Executives of the Dehradun unit which incorporated the retail outlets, their addresses, proprietor, respondent etc and served as a vital database for all market since then for PEPSI in Dehradun and had to be incorporated in the project in accordance to the companies policies.
Objectives of Retail Mapping:
•
Segre Segregat gatin ing g enti entire re Dehra Dehradun dun for for Stro Strong ng Area Area Prog Progra ramm mmee and and Weak Weak Area Area Programme i.e., SAP and WAP.
•
Assessment of retailer’s performance.
•
Assessment of the level of promotional measures required for increasing market share of PEPSI.
•
Collec Collectio tion n of requir required ed inform informati ation on for making making invest investmen mentt decisio decisions ns for the enhance enhancemen mentt of existi existing ng routes routes and opportu opportunit nities ies for new routes routes in existi existing ng market as well as exploring new market.
•
Classification of all retail outlets in Dehradun into five broad categories viz, On Route, Non Existence, Non Potential, Reachable and Non Reachable under the
head, Potential Retail Outlets.
The duration for the completion of the Retail mapping took duration of 20 days. The entire survey was guided and directed by the Customer Executive and Daily report had to be presented to him after assessment and analysis along with other findings and observations. The Data had to be classified in a systematic manner and presented in a pre prede defi fine ned d form format at,, whic which h was was furt furthe herr revi review ewed ed by the the Mark Market etin ing g Deve Develo lopm pment ent Coordinator.
The Retail Mapping process incorporated of including of new outlets, which have been omitted or newly opened, and the product availability on all these outlets. The major
thrust thrust was on segreg segregati ating ng the market market for Strong Area Programme Programme and Weak Weak Area Area Programme.
The Strong Area refers to the routes on which the sales targets are met without much effort and have continuous demand for the products. These areas are performing to the standards and are contented with the level of promotion schemes and other sales boosting measures. The marketing efforts are nominal in these areas because of the
surplus demand and the area of concern is only to ensure the proper and efficient supply of the products to meet the demand. In the Dehradun market approximately 32% of the market can be said to be strong areas and these areas include the well-developed markets as shopping malls, movie theatres , convenios, hotels, restaurants and bars etc . For these Strong areas, SAP only aims at maintaining the performance of the product and enhancing the sales volume. It is not no t the area of serious concern for the company. On the contrary the Weak Area refers to those areas or routes, which are critically low in sales and the targets, are tough to achieve and require aggressive marketing support. The demand in these areas is fluctuating or rather feeble. The routes are the area of concern for the company as the demand is very low due to many reasons and the major one is the existence of the player like Coca Cola in the market. Other reasons could be poor distribution network, inadequate availability of the products on the outlet, inadequate promotional measures and marketing support, undeveloped market as that of the interiors etc. These weak areas had to be identified and the cause of their inferior performance had to be traced through the Retail Mapping and the company had to be provided with the facts and figures to take legitimate measure on the basis of the findings of the defici deficient ent perfor performan mance ce of the product product in these these areas. areas. This This involv involved ed the aggres aggressiv sivee marketing
strategy and heavy investment decisions to strengthen these markets. For this purpose the classification of the outlets into five categories was very crucial along with the other findings and observations discussed later. These five heads of classification have been discussed as under.
ON ROUTE : It refers to the retail outlets, which are covered by the Route Agents and visited daily for sales and merchandising. The outlet is visited daily and actively involved in the sales of all brands and flavor packs
NON EXISTENCE: It refers to the outlets which were merchandising the product are no more in
existence, i.e., they have diversified their business activity or have closed.
NON POTENTIAL: It refers to those outlets, which are in existence but have very low potential in terms of sales or are not keenly interested in merchandising the products of soft drink. A careful assessment had to be done in case of Non Potential outlets, as they would turn to be potential in near future. It was also the area of operation of project to motivate these Non Potential outlets to undertake the merchandising of PEPSI.
POTENTIAL OUTLETS : It refers to those outlets, which have the potential for the merchandising of PEPSI and have the required investment capabilities and can be the profitable Point Of Purchase
of PEPSI by the customers. There were cases in case of these potential outlets, which were were alread already y merchan merchandis dising ing PEPSI, PEPSI, and those, those, which which did not, not, dealt dealt with with bevera beverage ge products. The possibilities of setting monopoly counter were very fair at these outlets and were given special attention. The Potential outlets had to be further classified in two heads as below:
REACHABLE POTENTIAL OUTLETS :
It refers to those Potential outlet which are reachable i.e., the products can be made available with the PEPSI vans. The reachability decision had to be taken in context to the accessibility of the vans at these outlets.
NON REACHABLE POTENTIAL OUTLETS : It refers to those Potential outlets which are not accessible by the PEPSI vans. These outlets had to be considered because the sales volume can be increased at these outlets and so alternative method of distribution and promotional activities have to be evaluated and worked upon.
C.
CORPORATE MAPPING :
Dehradun city had huge potential for the sales of PEPSI in corporates as these concerns had factories, offices and canteens and the officials and workers base was very strong. Thee proc Th proces esss of Reta Retail il Mappi Mapping ng was was foll followe owed d by the the Corp Corpor orat atee Mapp Mappin ing, g, whic which h incorporated of tracing of the organizations and assessing the market for PEPSI in these areas. Apart from these the database had to be updated to turn the non-potential market in the corporate into profitable liaisons for the increment of sales volume.
THE OBJECTIVES OF CORPORATE MAPPING WERE:
Trace Trace the organi organizat zation ionss with with and without without cantee canteens ns and cafete cafeteria riass and
estimate the market for PEPSI.
Estimate the brand preference of PEPSI and COKE in the corporates and
the reasons thereof.
To revi review ew the the produ product ct perf perfor orma mance nce and and sati satisf sfac acti tion on alon along g with with the the
expect expectati ations ons of the custom customers ers in corpor corporate atess includ including ing PEPSI PEPSI Dispens Dispenser er Equipments.
To assess the product availability and demand of the product (Traffic) in
these organizations as well as when the product has the optimum consumption e.g. daily, delegations, meetings, parties, or other occasions and the customers i.e., whether the officials or workers or both.
To ensure ensure effici efficient ent supply supply and record record any compla complaint intss or grieva grievances nces
thereof.
To assess the promotional measures being adopted by Coca Cola for
tapping these markets and locate the weak points in corporates having Coca Cola counters to convert them into profitable opportunities.
The Corporate Mapping was the supplementary programme in the project to boost the sales performance of PEPSI in Dehradun and capture the market share of its nearest compet competito itor. r. The analys analysis is and findi findings ngs were were record recorded ed on the format format provide provide by the company accompanied by the list of findings and observations in order or their
preference and seriousness along with all the relevant details about the organization. The matters were discussed and analyzed carefully by the MDC.
The corporate matters had to be given a special care as these had huge potential for the product. The specimen copy of the Corporate Mapping format is attached for reference. The findings and observations have been discussed in the coming pages.
D. ANALYSIS OF FINDINGS AND OBSERVATIONS: The main objective of the company is to increase the brand preference and market share so any information material form this point of view had to be take into account along with the formats provided by the company for predefined information recording and analysis of those recordings and present the information in an organize and systematic manner in a condensed form reflecting the actual position of the market.
Thee info Th inform rmat atio ion n had had to be reco record rded ed in the the form format at alon along g with with the the rele relevan vantt information as per the objectives of the research and an analysis of that information had to be made and present them in an understandable format so that immediate inferences can be drawn. Generally those information had to be presented in percentages and the other findings and observations had to be evaluated and a list of findings had to be arranged in order of their seriousness and areas of serious concern along with the outlet details. After the analysis sheets and formats have been surrendered to the C.E’s after analysis by the trainees it was further analyzed and evaluate by him and a brief analysis was made each day of the daily report. The CE’s further forwarded these reports after retaining the reference copy, to MDC for further review and reference.
E. SEGREGATION OF DEHRADOON :
As discussed discussed earlier earlier that the major objective of the Retail Mapping of Dehradun Dehradun was to segregate the market for PEPSI for the Strong Area Programme and the Weak Area Programme. These Programmes have been discussed under the Retail Mapping Head. The Data and fact collected by the survey had to be analyzed and presented in a systematic form in order to draw meaningful inferences. The finding of the Route Riding and the Survey conducted during the Retail Mapping and the Corporate Mapping were combined together and analyzed together to reach a final report ie, the RETAIL MAPPING SUMMARY SUMMARY or THE CONDENSED CONDENSED DRAFT DRAFT REPORT REPORT , which gave the entire picture of the actual position if PEPSI in
Dehradun. Dehradun. The report report so prepared prepared was on the basis of the Retail Tracking Sheet and the other supplementary finding and observations were considered to reach a consensus of declaring the route as a weak area or a strong area. The reports were analyzed thoroughly by the Customer Executives and a meeting was held for the assessment of the routes and the reasons of unfavorable performance in the weak areas and how to improve the sales on those routes. The discussion comprised of the further investments for the enhancement and extension of the routes and the level of promotional measures required in these areas. The performance of Coca Cola was also reviewed simultaneously and a comparative study was made to assess the performance and growth in the industry. These data and figures were compared with that of the last year and a growth percentage was reached which also served as a basis of declaring an area as a Weak Area.
As already mentioned PEPSI is a VFMCG so the marketing strategies are going to be very dynamic in nature. The Customer Executives had to formulae day to day strategies and these were communicated to RA’s in the morning when they were going to leave the depot and this interaction among R.A.and C.E. was to be known as Gate Meeting .
Thee prog Th progra ramm mmes es were were to be base based d on the the seri seriou ousn snes esss of the the prob proble lems ms and and accordingly a mild or aggressive marketing, promotional and investment programme was to be formulated.
Findings &
Observati on
FINDINGS & OBSERVATION
The reports of each phase of the project had to be supplemented by the information, data, facts and figures and significant findings and observation to support the feasibility of decisions to be taken on the basis of the Retail mapping Summary or the CDR. The information so recorded in each phases of the project had to be listed in order of their relevance and seriousness and presented in a form to facilitate immediate inference.
Some of the important observations observations have been listed below:
Soft drink business’s behavior is not governed by brand loyalty so the availability of the right brand, at the right place, at the right time is the key for winning consumer in soft drink business.
Thee most Th ost impor portant tant and and satis atisfy fyiing obse observ rvat atio ion n was was that that,, PEPS PEPSII had had approximatel approximately y 64% market share in the soft drinks drinks market in Dehradoon Dehradoon and some of its brands like Mirinda Orange and Mountain Dew were performing above standards apart from PEPSI Cola in spite of the Coca Cola with two cola flavor packs i.e., Coke and Thumps up.
The present distribution system of PEPSI is the best in the entire FMCG industry in Dehradoon and the major strength strength of PEPSI. The enhancement in the distribution network would definitely increase the market share of PEPSI.
The retailers played a very critical role in the increment in the sales volume of the product and the had to be kept satisfied in order to increase the market share by offeri offering ng better better scheme schemes, s, discoun discounts, ts, displa display y materi materials als such such as VISI’ VISI’s, s, racks, racks, counter, signage, wall paintings and better amount for purchase of shelf space for display.
The existence of sub-dealers and super stockiest are also the major area of problem, as they do not move the schemes and other display materials and
incent incentive ivess inform informati ation on to the retail retailers ers,, which which is one of the reason reasonss for the dissatisfaction of retailers.
The cut throat competition between PEPSI and COKE had lead to the never ending cola war and price war which has brought down the profit margins which is one of the major grievances apart from the common complains pertaining to schemes, incentives and display materials.
The other major issue was the supply of PEPSI from the bottling plants in Delhi and Punjab against the company policies. These plants supplied the products at discounted rates and violated merchandising principles of P EPSI.
Another critical issue was the presence of duplicate products of PEPSI in the market. The details of these outlets have been surrendered to the company for action against these outlets.
The position of PEPSI in the corporates was not up to the mark and Coca Cola had a better scene in this context. One of the reasons can be assigned to the product positioning of PEPSI and Coca Cola.
Analysis
MARKET STATUS OF PEPSI PRODUCT
PEPSI-COLA PRODUCTS
Lehar 7-Up 6%
Aquafina Lehar Soda 6% 4% Slice 16%
Mountain Dew 22%
Nimbooz 10%
Pepsi 18% Mirinda Orange 12%
Mirinda Lemon 3% Tropicana 3%
PREFERENCE OF SOFT DRINKS IN QUANTITY
2 LT. 24%
200 ML 27% 330 ML (CAN) 2%
600 ML 12% 300 ML 35%
PEPSI-COLA PRODUCTS Aquafina 7%
Lehar Soda 4%
Lehar 7-Up 9% Pepsi 24%
Mirinda Orange 14%
Slice 20%
Mountain Dew 19%
Mirinda Lemon 3%
RATIO OF CONSUMPTION OF SOFT DRINKS PER 100 CONSUMERS
Once in a week Never Twice in a 3% 1% week 12% Occasional y 4% Daily 13%
Often 67%
The other Statistics and finding have been presented in the form of various charts on the coming pages:
DEMAND OF SOFT DRINK
CONSUMTION OF PEPSI BRAND
RATIO OF PEPSI AND
1
SOFT DRINK IN DEHRADUN
OTHE 11
COCK,
PEP 45
PEPS COCK OTHE
Which brand purchase is the most? .
PEPSI Vs COK E
43
PEPS 57%
C OK
SWOT ANALYSIS
SWOT ANALYSIS
STRENGTH: 1) Good Good market market penetr penetrati ation. on. 2) Motiva Motivated ted channel channel partne partner. r. 3) Well Well defi define ned d rout routes es..
WEAKNESS: 1) All flavour flavour were not not availabl availablee in at least 80% shops. shops. 2) Compla Complaint int handl handling ing was was not up up to mark. mark. 3) Supply in in certain certain area is very irregul irregular ar and also route route agents are are not covering covering full routes. 4) Poor signage signage and display display is is making making the routes routes week for the the sale of Pepsi. Pepsi. 5) Interp Interpers ersonal onal relati relationsh onship ip with the compan company y offici officials als and the route route agent agent is not satisfactory.
OPPORTUNITY: 1) It is observed observed that that in some newly newly establishi establishing ng areas many new new outlets outlets are opening opening , Pepsi needs to concentrate on these new outlets and can gradually increase its sale in these area. 2) Larg Largee numb number er of mix mix outl outlet etss can can be chan change ged d to Peps Pepsii excl exclus usiv ivee and and coke coke exclusive to mix only by luring them good and efficient supply, glow sign and cooling equipments.
Conclusi on
CONCLUSION The business of Soft Drink industry is significantly based upon the impulse buying, so it is very necessary to Merchandise products of NIMBOOZ efficiently and present them in such a manner so that it can motivate the consumer and generate a thirst in consumer to consummate it.
Though, NIMBOOZ has a strong position in Dehradun with the support of its efficient efficient distributi distribution on network, network, aggressive aggressive marketing marketing efforts efforts and advertiseme advertisements nts along with with attrac attractiv tivee scheme schemess but there there still still exists exists potential potential market market in Dehradoo Dehradoon n to be exploited and a suitable Weak Area Programme or the Strong Area Programme has to be formulated to improve its market share depending upon upo n the area under consideration. co nsideration.
Soft drink business’s behavior is not governed go verned by brand loyalty so the emphasis is not only on creating the market but also on retaining it. The availability of the right brand and flavor pack, at the right place, at the right time is a key for winning the customer in soft drink business. Keeping these facts in mind it becomes very important to treat the retailers with concern and satisfy them by various measures and so that they are loyal towards NIMBOOZ. Public relation is also critically important in this industry.
Recommendati ons
RECOMMENDATIONS The Project Retail Mapping was concerned only with providing the organization with all the necessary information required to strengthen the position of NIMBOOZ in Dehrad Dehradun un in the form form of report reportss incorp incorpora oratin ting g all inform informati ation on in an analyze analyzed d and summarized form. But some critical and major issues, which have been identified on account of extensive analysis, required suggestions to be put forward on the basis of the current market scenario.
There should be uniformity in, schemes, and discounts, which are offered to the retailers and should be based on a specific parameter such as sales volume, to avoid dissatisfaction and biasness among the retailers.
Every possible step should be taken for the satisfaction of the retailers, as they are the most important important supplement supplement to the sales promotion promotion measures measures and nationwide nationwide adverti advertisin sing g campai campaigns gns of the compan company y in context context of boo boosti sting ng the sales sales and enhancement of the brand image of PEPSI.
The operations of the bottling plants of the surrounding territories should be cont contro roll lled ed in orde orderr to ensu ensure re that that they they do not not supp supply ly the the produ product ct in othe other r territories not under their area of operation.
The company should modify its advertising strategy and educate the customers about its age-old existence and enhance its brand image. This will appeal to the
targ target et cust custom omer erss of midd middle le and and older older age age grou groups ps apar apartt from from the the youn younge ger r generation in which NIMBOOZ has a good hold.
First and foremost things are that, whatever the policy is going to be formulated it should not be same for all the areas. Different policies should be framed and implemented at different areas by looking and keeping various variables in the mind like buying habits, preferences, education level financial position of that particular area and standard if living etc.
Rural market being a very potential segment needs very quick and prompt efforts to be taken to capture ca pture this high volume market.
Many retailers complained regarding irregularly in visit by the executives. They also said that executive give very bad response to their complaints. It is necessary that executive should make frequent visit to cover each outlet and try to provide them best
Pouches, foreign particles were found in few bottles, so proper quality control measures should be implemented as company’s reputation are at stake.
There is a great market of NIMBU PANI but the supply is very poor, so the supply should be made possible quickly.
Qual Qualit ity y of PET PET bottl bottlee shou should ld be impr improv oved ed so that that most most probl problem emss can can be minimized.
Soft drink is still considered a treat virtually a luxury, so it possible company should cut down its price especially of cans.
Supply of posters, glow-sign boards, tin boards, banners and sun pack sheets etc should be made at regular interval.
Claim should be provided to the deserving retailers.
Wall painting should be made regularly in the area, as it is a good medium of advertisement.
Proper attention should be given g iven to the retailer’s problem so that they take interest to increase the sale.
Proper advertisement should be made at railway station, bus stand, posh area, major market and economies place etc.
A company may create favorable impression among the youth if they sponsors small events like college festivals, university programs, school functions, fashion shows, quiz programs etc.
Retailers need display material. To enhance the marketing of the product.
Limitations
LIMITATIONS
The retailers in many cases reluctant to answered many questions.
The respondents may be biased on o n influenced by some other factors.
Time and money were the greatest limitation in carrying out the survey.
A numb number er of reta retail iler erss (pan(pan-sh shop op)) being being illi illite tera rate te,, it took took us lot lot of time time in collecting information.
The mere information which we get from the retailers is not sufficient to arrive at a conclusion.
The seasonal changes affect the sell.
Main
Key Points
MAIN KEY POINTS
Service aspect of agencies is very effective, they deliver their product according to the demand a just in time.
After conducting the market survey of retailer in Dehradun city, I analyze that NIMBU PANI is dominating over Coca-Cola
After analyzing the market and calculate the weightage, the result comes out that Mountain Dew is the leading product of Pepsi-Cola.
Consumers do have a demand for 200 ml and 2 lit. bottle.
Retailers have problem in display material.
Most of the place like cinema hall and educational institutions are dominated by Pepsi-Cola.
Retailers have complaint regarding the PET, that more better quality bottle should be used.
Aquafina (Pepsi-Cola) in Dehradun city dominated Kinley (Coca-Cola) mineral water.
Retailers have a demand of some offers and free gifts.
Kinley Kinley soda soda (Coca(Coca-Coal Coal)) is also also domina dominated ted by Lehar Lehar soda soda (Pepsi (Pepsi-Co -Cola) la) in Dehradun city.
Maaza (Coca-Cola) is also dominated by Slice(Pepsi-Cola).
It was seen that Lehar Soda (1 lit.) in particular remains short during the season.
In the market there is only a retailer on which the sale of the different product of different company depends.
Bibliogra phy
BIBLIOGRAPHY
BOOKS :--
(1) Kothari C.R Research Methodology second revised edition , New Age International publisher , p.p 135 to 150
(2) Philip Philip Kotler Marketing Management Eleventh Revised Edition Edition Eastern Economy Edition ,Prentice hall INDIA P.P 336 TO 380
NEWSPAPERS :--
The Hindustan times The Times Of India The Hindu The Telegraph
Magazines :--
Advertising Management
Business India
Business Today
Business World
Website :-www.pepsiworld.com www.pepsico.com www.google.com
Questionna ire
QUESTIONNAIRE Name
:
____________________________________ Address
:
____________________________________ ____________________________________ Contact No.
:
____________________________________
Q.1. Do you like cold drink ? (a.) yes ( )
(b.) no. ( )
(c ) Occasionally ( )
If no than specify _______________________________________________________
Q.2.Which cold drink do drink do you most likely ? (a) pepsi ( )
(b ) coca cola ( )
(c ) Both ( )
(d ) Other ( )
If other than specify______________________________________________________
Q.3.Are you satisfied with Pepsi product?
(a ) yes ( )
(b ) no ( )
If no than specify ________________________________________________________
Q.4. Which quantity of soft drinks you have?
(a.) 200 ml ( )
(b.) 300 ml ( )
(c.) 500 ml ( )
(d.) 2 lit. ( )
(e.) All. ( )
Q.5.Do you like nimbu pani of pepsico? (a.) yes ( )
(b ) no ( )
If no than specify _________________________________________________________
Q.6 Which quantity do you mostly use ? (a) glass ( )
(b ) pat ( )
Q.7.The rate of nimbu pani is perfect or not?
(a ) yes ( )
(b ) no ( )
If no than specify ________________________________________________________
Q.8 Which segment do you most like of nimbu pani? (a ) children ( )
(b ) young ( )
(c ) old ( )
Q.9. What changes do you want nimbooz should have? (a.) Test ( )
(b.) Packages.( ) (c ) Price ( )
o ld people? Q.10.Is nimbu pani suitable for small kids and old (a.) Yes ( )
(b ) No ( )
If no than specify ________________________________________________________
200 ML
STOCK
PCI
300ML
CCX
PCI
CCX
CCX
2 LIT PCI
CCX
REGULAR
600 ML PCI STOCK PET
APPENDIX
MARKET SHARE OF MAJOR COMPETITORS IN DEHRADUN PEPSI MARKET
MARKET SHARE
OTHERS 8%
PEPSI 42%
KWALITY 50%
Price margin 140% 120% 100%
e g a 80% t n e c r 60% e P
Series1
40% 20% 0%
Brand name
BRAND NAME
PRICE MARGIN
Kwality PEPSI
100% 125%
RETAILER PRICE MARGIN 21% 20% 20%
E G A 19% T N E C 19% R E P
PRICE MARGIN
18% 18% 17%
BRAND NAME
BRAND NAME
RETAILER PRICEMARGIN
KWALITY PEPSI
20 % 18 %
PUSHCART PUSH CART PRICE MARGIN
17.00% 16.80% 16.60%
E G A T 16.40% N E C 16.20% R E P
Series1
16.00% 15.80% 15.60%
BRAND NAME
BRAND NAME KWALLITY PEPSI
PUSHCART PRICE MARGIN 16.75% 16 %
NUMBER OF PUSHCHART 60
50
40
S R E B 30 M U N
Series1
20
10
0
BRAND NAME
BRAND NAME KWALLITY PEPSI
NUMBER OF PUSHCHART 31 53
Numbers Numbers of re tailers tailers 70 60 50
s r e 40 b m u 30 N
Series1
20 10 0
Brand name
BRAND NAME KWALLITY PESPI
45 60
DEALER PRICE MARGIN 10% 10%
E 10% G A T 10% N E C 10% R E P 10%
Series1
10% 9%
BRAND NAME
BRAND NAME KWALLITY PEPSI
DEALER PRICE MARGIN 10 % 9.75%
ADVERTISEMENT EXPENCES
5.00% 4.50% 4.00% 3.50% E G3.00% A T N 2.50% E C R E 2.00% P
Series1
1.50% 1.00% 0.50% 0.00% BRAND NAME
BRAND NAME KWALLITY PEPSI
4.5% 2%
