A SUMMER TRAINING PROJECT REPORT ON
“ANALYSIS OF ANTI PEPSI BEHAVIOU BEHAVIOUR R OF RETAIL OUTLETS” SUBMITED TOWARDS PARTIAL FULFILMENT OF
POST GRADUATE DIPLOMA IN MANAGEMENT
SUBMITTED BYPRADEEP PANKAJ SINGH PGDM(2008-10) ENROLMENT NO-2029742128.
FACULTY GUIDE MR. VISHAL AGGARWAL ASSOCIATE PROFESSOR BLS INSTIUTE OF MANAGEMENT
INDUSTRY GUIDE MR. RAVEND BIJLANI C.E. SHUKLA SALES PEPSICO HOLDINGS INDIA LIMITED, LUCKNOW,
BLS INSTITUTE OF MANAGEMENT 1
Opposite Mohan Meakin Factory, Mohan Nagar, Ghaziabad.
PREFACE
The The PGDM PGDM prog progra ramm mmee is well well stru struct ctur ured ed and and inte integr grat ated ed cour course se of business studies. The main objective of practical training at PGDM level is to deve develo lop p skil skilll in stud studen entt by supp supple leme ment nt to the the theo theore reti tica call stud study y of busi busine ness ss management in general. Industrial training helps to gain real life knowledge about the industrial environment and business practices. The PGDM programme provides student with a fundamental knowledge of business and organizational func functi tion onss and and acti activi viti ties es,, as well well as an expo exposu sure re to stra strate tegi gicc thin thinki king ng of management. In every professional course, training is an important factor. Professors give us theoretical knowledge of various subjects in the college but we are practically exposed of such subjects when we get the training in the organization. It is only the training through which I come to know that what an industry is and how it works. I can learn about various departmental operations being performed in the industry, which would, in return, help me in the future when I will enter the practical field. Training is an integral part of PGDM and each and every student has to undergo the training for 2 months in a company and then prepare a project report on the same after the completion of training. During this whole training I got a lot of experience and came to know abou aboutt the the mana manage geme ment nt prac practi tice cess in real real that that how how it diff differ erss from from thos thosee of theoretical knowledge and the practically in the real life.
In today’s globalize world, where cutthroat competition is prevailing in the market, theoretical knowledge is not sufficient. Beside this one need to have practical knowledge, which would help an individual in his/her carrier activities teacher”. and it is true that “ Experience is the best teacher”.
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ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report for Pepsico Holdings India Limited. It has been an enriching experience for me to undergo my summer training at PEPSI, which would not have possible without the goodwill and support of the people around. As a student of BLSIM I would like like to expr expres esss my sinc sincere ere thank thankss too too all all thos thosee who who help helped ed me duri during ng my practical training programme.
Ravend Words Words are insu insuff ffic icie ient nt to expre express ss my grat gratit itude ude towa toward rd Mr. Ravend Bijlani, the Mr. Vish Vishal al the Cust Custom omer er Exec Execut utiv ivee of Shuk Shukla la Sale Sales, s, Luck Luckno now, w, Mr. Aggarwal Proj Mr. Ku Kuld ldee eep p Kaul Kaul (Mar Projec ectt Guid Guidee and and Mr. (Marke keti ting ng Head Head of Department Of BLSIM)
My heartfelt thanks go to all who helped me to gain knowledge about the actual working and the processes involved in various departments. However, I accept the sole responsibility for any possible error er ror of omission and would be extremely grateful to the readers of this project report if they bring such mistakes to my notice.
Thanking You Pradeep Pankaj Singh Enrollment No. 2029742128
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DECLARATION
I, Pradeep Pankaj Singh, do hereby declare that the summer internship project report submitted by me for the partial fulfillment of requirement for the Post Graduate Diploma in Management of BLS Institute of Management
Ghaziabad. This has not been submitted to any other university/ institution for the reward of any degree/ diploma certificate.
Pradeep Pankaj Singh
4
Sr.No.
Content
Page No.
1.
Executive Summary
6
2.
Objective of Summer Training
7
3.
Introduction of Project
8
4.
History of Company
9-11
5.
Company Profile
11-41
6.
Research Methodology
42-48
7.
Project Analysis
49-61
8. 9.
Finding & Suggestion Conclusion
61-62 63
10.
Questionnaire
64 65
11.
Bibliography
INDEX
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EXECUTIVE SUMMARY
I, Pradeep Pankaj Singh felt privileged to be a part of BLS Institute of Management Mohan Nagar, Ghaziabad. I did my summer internship training in Pepsico Holdings India Limited a FMCG sector company. sector company. My project title is “ANALYSIS OF ANTI PEPSI BEHAVIOUR OF RETAIL OUTLET”. The project’s basic objective is to analyzing the anti Pepsi behavior of retail outlets under the distributorship of Shukla Sales, sitapur road, lucknow.
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In this project I surveyed in areas of Shukla Sales and asked selected questions to the outlet owners who were either not selling pepsi products or selling in very less quantity.
Out of my project I learnt these things: Pepsi should understand understand the expectations expectations of people If one wants to grow in FMCG sector one should keep the following factors in mind that the products are easily available to the consumers, to improve the quality of products from time to time, competitive services should be provided to the retailers, the price of the product should be low and last but not the least the visibility and the promotional strategy should be such that it hits people’s mind.
OBJECTIVE OF THE SUMMER TRAINING
TOPI TO PIC C : - “Ana “Analy lysi sis s of Anti Anti Peps Pepsii Beha Behavi viou our r of the the Re Reta tail il Outlets”
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During my summer training I have worked on the topic “Analysis of
Anti Pepsi Behaviour of the Retail Outlets” In Pepsi Co India Holding Pvt. Ltd the work of Anti Pepsi Outlet Survey was given to me . I have done this survey keeping in mind the following objectives
which I have mentioned below
Study those outlets which are not promoting Pepsi products in the area
covered in Shukla Sales, Lucknow
To analyze the reasons of not selling Pepsi at retailers level.
To study the retailers satisfaction.
To find out the ways to enhance the sale of Pepsi.
INTRODUCTION
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Beverage Beverage industry industry is one of the fast growing industries industries in India .it can be divided into two sections i.e. carbonated and non-carbonated. the carbonated drinks that can be further classified into cola, lemon orange, mango and apple segments. Marketing includes all the activities like promotion, distribution, advertising etc. To fulfill all the segments segments of consumers. Marketing Marketing is also to convert social needs into profitable opportunities. So this topic provides all the essentials to theoretical knowledge with practical knowledge and to inculcate the efficiency. it is also requirement for the company to improve their service and product quality for achieving their ultimate goal. As far as the soft drink market is concerned, it is facing the cut throat competition because of the availability of a large number of indirect as well as direct competitors. Single company offers the soft drink to the market in different taste and flavors. In this industry entire range of flavors are are prod produc uced ed by other ther compe ompeti tittors ors also also.. More ore oft often it beco becom mes impossi impossible ble to differ different entiat iate e betwee between n the same same flavor flavors s of two differe different nt brands, when served in plane container, range also. All these factors togeth together er make make the situat situation ion compli complicat cated. ed. beside besides s both both corres correspond ponding ing brands have the similar price.
COMPANY’S HISTORY
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BEVERAGES
Pepsi Cola Company Caleb Bradham, a New Bern, N.C. druggist who first formulated Pepsicola, founded Pepsi Co.’s beverage business at the turn of the century i.e. in the year 1890. A young phannacist Called Bradham began experimenting in 1890 as a cure for dyspepsia dyspepsia (indigesti (indigestion) on) with combinat combination ion of spices, spices, 1 juices and syrups and created a refreshing new drink to serve his customer. He succeeded beyond all expectations as he invented the new beverage now known around the world as "PEPSICOLE" In 1902, he launched the Pepsi Cola Company in the back room of pharmacy pharmacy,, and applied to U.S. patient office for Trade Trade Mark. Mark. The business business began began to grow grow and on June June 16 16,19 ,1993, 93, PepsiPepsi-Col Cola a tradem trademar ark k was offici officiall ally y registered with U.S. office. Bradham believed marketing would e the key to PEPSI-COLA prosperity and in his first year of business he spent $1900 on advertising when he sold 40,000 liters of syrup. In 1905 he built Pepsi fits bottling plant. Three more plants followed soon and in 1907, he was selling 50,000 liters year. Troubles started at the end of the First World War when Bradham over stocked sugar at high price, which subsequently dipped in 1920. By 1922, the company was insolvent by 1923, it went bankrupt and Bradham returned to pharmacy. In 1931, the company went bankrupt for the second time. At this time charless Groth, president of a giant candy company both the trademark. His success came when he offered a 12-ounce bottle at 5 cent while other colas were sold at the same price in 6 ounce bottles. In 1936, Pepsi has a $2 million net profit. Today Today consumer consumers s spend spend about about $31 billion billion on Pepsi-Co Pepsi-Cola la beverages beverages.. Brand Pepsi and other Pepsi-Cola products-including Diet Pepsi, 7UP Pepsi Blue, Mountain Dew, slice and Mugvrands- Account for nearly one third of total soft drink sales in the United States, a consumer marker totaling about $56 billion. In 1992 Pepsi-Cola formed a partnership with Thomas J. Liption Co. Today Liption is the biggest selling ready to drink tea brand in the United States. Outside the United States, Pepsi-Cola Company's soft drink operations includ include e the busin business ess of eveneven- up Intern Internati ationa onal; l; PepsiPepsi-Col Cola a bever beverage ages s are available in about 170 countries.
PepsiPepsi-Co Cola la began began sellin selling g it produc products ts intern internati ationa onally lly in 19 1934 34 with with its operations in Canada. Operations grew rapidly beginning in the 1950s. Today Peps Pepsii-Co Cola la prod produc ucts ts acco accoun untt for for abou aboutt a quar quarte terr of all all soft soft drin drinks ks sold sold internationally. In addition to brands marketed in the United States, Major 10
products include Mirinda and Pepsi Max.
PepsiPepsi-Co Cola la provid provides es adver advertis tising ing,, market marketing ing,, sales sales and and promot promotion ional al support to Pepsi-Cola bottles and food service customers. This includes some of the world loved and most recognized advertising. New advertising and exciting promotions keep Pepsi-Cola brands young. In 19 1940 40,, hist histor ory y was was made made when when the the firs firstt adve advert rtis isin ing g jingl jingle e was was broad broadcas castt nation nationall ally. y. The The jingle jingle was "Nicke "Nickell Nickel Nickel"" an adver advertis tiseme ement nt for for Pepsi Cola that referred to the price of Pepsi and the quantity for that price. "Nic "Nicke kell Nick Nickel el"" beca became me a hit hit reco record rd and and was was reco record rded ed into into fift fiftyy-fi five ve languages. In 1964, Diet Pepsi was introduced.
THE BUSINESS PepsiCo. Has a worldwide operation in 3 fields
Non Alcoholic beverage Snack Foods. Fruit Juices
Pepsi company profile PepsiC Peps iCo o is a wo worl rld d le lead ader er in co conv nven enie ient nt sn snac acks ks,, fo food ods s an and d beverages, with revenues of more than $39 billion and over 185,000 employees.
PepsiCo is a world leader in convenient snacks, foods and beverages, with revenues of more than $39 billion and over 185,000 employees.
The The comp compan any y cons consis ists ts of Peps PepsiC iCo o Amer Americ icas as Food Foods s (PAF (PAF), ), Peps PepsiC iCo o Americas Beverages (PAB) and PepsiCo International (PI). PAF includes Frito-Lay North America, Quaker Foods North America and all Latin America food and snack businesses, including Sabritas and Gamesa businesses in Mexico. PAB includes PepsiCo Beverages North America and all Latin American beverage businesses. PI includes all PepsiCo businesses in the United Kingdom, Europe, Asia, Middle East and Africa. PepsiCo brands are available in nearly 200 countries and generate sales at the retail level of more than $98 billion. 11
Some of PepsiCo's brand names are more than 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger merger of PepsiPepsi-Co Cola la and FritoFrito-La Lay. y. Tropic Tropican ana a was was acquir acquired ed in 1998 1998 and PepsiC PepsiCo o merged merged with with The Quaker Quaker Oats Oats Compa Company, ny, includ including ing Gator Gatorade ade,, in 2001. PepsiCo offers product choices to meet a broad variety of needs and preference -- from fun-for-you items to product choices that contribute to healthier lifestyles. PepsiC PepsiCo’s o’s missio mission n is “To be the world world's 's premie premierr consum consumer er produc products ts company focused focused on convenient convenient foods and beverages. beverages. We seek to produce produce healthy financial rewards to investors as we provide opportunities for growth and enric nrichm hme ent to our empl emplo oyees yees,, our busin siness ess par partne tners and the the communitie communities s in which we operate. operate. And in everything everything we do, we strive for honesty, fairness and integrity.”
Shareholders PepsiCo (symbol: PEP) shares are traded principally on the New York Stock Stock Exchan Exchange ge in the United United States States.. The company company is also also lis listed ted on the Chicag Chicago o and Swiss Swiss stock stock exchan exchanges ges.. PepsiC PepsiCo o has has consis consisten tently tly paid paid cash cash dividends since the corporation was founded.
Corporate Citizenship At Peps PepsiC iCo o, we belie lieve tha that as a corp corpo orate rate citi citize zen n, we have a responsibility to contribute to the quality of life in our communities. This philosophy is expressed in our sustainability vision which states: “PepsiCo’s responsibility is to continually improve all aspects of the world in which we operate – environment, social, economic -- creating a better tomorrow than today.” Our Our visio ision n is put put into into actio ction n thro throu ugh progr rogra ams and a focus cus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company.
PepsiCo Headquarters Peps PepsiC iCo o Worl World d Head Headqu quar arte ters rs is loca locate ted d in Pu Purc rcha hase se,, New New York York,, appr approx oxim imat atel ely y 45 minu minute tes s from from New New York York City City.. The The seve sevenn-bu buil ildi ding ng head headqu quar arte ters rs comp comple lex x was was desi design gned ed by Edwa Edward rd Durr Durrel elll Ston Stone, e, one one of America's foremost architects. The building occupies 10 acres of a 144-acre complex that includes the Donald M. Kendall Sculpture Gardens, a worldacclaimed sculpture collection in a garden setting. The collection of works is focused on major twentieth century art, and featur features es works works by master masters s such such as August Auguste e Rodin, Rodin, Henri Henri Lauren Laurens, s, Henry Henry Moore, Alexander Calder, Alberto Giacometti, Arnaldo Pomodoro and Claes Oldenberg. The gardens originally were designed by the world famous garden planner, Russell Page, and have been extended by François Goffinet. The 12
grounds are open to the public, and a visitor's booth is in operation during the spring and summer.
PEPSICO BEVERAGES NORTH AMERICA (PBNA)
PepsiCo’s beverage business was founded 1898 by Caleb Bradham, a New Bern, North Carolina druggist, who first formulated Pepsi-Cola. Today, Brand Pepsi is part of a portfolio of beverage brands that includes carbonated soft drinks, juices and juice drinks, ready-to-drink teas and coffee drinks, isotonic sports drinks, bottled water and enhanced waters. PBNA has well known brand such as Mountain Dew, Diet Pepsi, Gatorade, Tropicana Pure Pu re Premiu Premium, m, Aquafi Aquafina na water water,, Sierra Sierra Mist, Mist, Mug, Mug, Tropic Tropican ana a juice juice drink drinks, s, Propel, SoBe, Slice, Dole, Tropicana Twister and Tropicana Season’s Best. PBNA manufactures and sells concentrate for some of these brands to licensed bottlers, who sell the branded products to independent distributors and retailers. PBNA provides advertising, marketing, sales and promotional support for its brands. This includes some of the world's best-loved and mostrecognized advertising. In 1992 PBNA formed a partnership with Thomas J. Lipton Co. to selling readyready-toto-dri drink nk tea brands brands in the United United States States.. PepsiPepsi-Col Cola a also also market markets s Frappuccino ready-to-drink ready-to-drink coffee through a partnership with Starbucks.
Tropicana was founded in 1947 by Anthony Rossi as a Florida fruit packaging business. In 1954 Rossi pioneered a pasteurization process for orange juice. For the first time, consumers could enjoy the fresh taste of pure not-from13
