MARKET SURVEY OF PEPSICO

RETAILERS ON DISPLAY EFFECTIVENESS

PROJECT REPORT SUBMITTED TO

UNIVERSITY OF PUNE
IN PARTIAL FULFILMENT OF REQUIREMENT FOR THE
AWARD OF DEGREE OF

MASTER OF BUSINESS ADMINISTRATION

SUBMITTED BY

JAMAAL KHAN

UNDER THE GUIDANCE OF

PROF. ASHOK K. TIWARI

JSPMS

JAYAWANT INSTITUTE OF MANEGEMENT

STUDIES.
TATHWADE, PUNE-33
1 | Page

DECLARATION

I, the undersigned, hereby declare that the Project

Report entitled Market survey of PepsiCo Retailers on
display effectiveness written and submitted by me to the
University of Pune in partial fulfillment of the requirement
for

the

award

of

degree

of

Master

of

Business

Administration under the guidance of Prof. Ashok Tiwari

is my original work and the conclusions drawn therein are
based on the material collected by myself.

Place: Pune

Research Student

Date:

Jamaal khan

2 | Page

CERTIFICATE

This is to certify that the Project Report entitled

Market

survey

of

PepsiCo

Retailers

on

display

effectiveness which is being submitted herewith for the

award

of

the

degree

of

Master

of

Business

Administration of University of Pune, Pune is the result of

the original research work completed by Jamaal Ahmed
khan

under my supervision and guidance and to the best

of my knowledge and belief the work embodied in this

Project Report has not formed earlier the basis

for the

award of any degree or similar title of this or any other

University or examining body.

Place: Pune

Research Guide

Date:

Prof. Ashok Tiwari

3 | Page

ACKNOWLEDGEMENT

Its gives me great pleasure in acknowledging the invaluable

assistance

extended

to

me

by

various

person

in

the

successful completion of the project.

I express my sense of independence gratitude to the Dr.
Rajashree Shinde, Director and Prof. Ashok K. Tiwari,
Project

guide

and

other

faculty

member

of

Jayawant

Institute of Management Studies, Tathwade Pune 33, who

guided and encourage me from time to time for the
successful completion of this project report.
My humble thanks to my all the professors for guiding me
during the two months training as my training mentor.
I express our thanks to Aradhana Soft drink Co. a sister
concern of PepsiCo India holding (p) Ltd. Kanpur, for
granting me the permission to work with the esteem
organization. I am also thankful to Mr. Amol Sharma
(TDM), Mr. Sameer wali (ASM) and Mr. Vaishnava
srivastava (CE) of Aradhana Soft drink Co. Kanpur, who
guided and helped us in all possible ways they could, at
every stage of the project.
I

am

also

very

thankful

to

MR.

SAMEER

WALI

Aradhana Soft drink Co. Kanpur, who was my project

guide during my training period. He helps me at every
completion stage of the project & provides me all the

4 | Page

information that is necessary for the execution of the

project.

I would also like to thank all the Executives, distributers &

staff member attached to Aradhana Soft drink Co. Kanpur
who provided us all the relevant information and their kind
support,

on

the

basis

of

which

this

report

has

been

prepared.
Lastly I would like to pay our special regards to my parents
for their encouragement and full support for completion of
this project work.

5 | Page

EXECUTIVE SUMMARY

PEPSI is the world leader in the convenient foods and

beverages with the revenue of about $39 billion (2007-08)
and over 198000 (2008-09) employees. The companies
consist

of

the

snack

business

of

Frito

lay

NORTH

AMERICA. PepsiCo Brands are available in nearly 200

countries and territories.
In INDIA, the company has an extremely positive outlook.
PepsiCo gained entry to India in 1988 by creating a joint
venture with the Punjab government-owned Punjab Agro
Industrial Corporation (PAIC) and Voltas India Limited.
This joint venture marketed and sold Lehar Pepsi until
1991, when the use of foreign brands was allowed; PepsiCo
bought out its partners and ended the joint venture in 1994.
Beverage industry is one of the fast growing industries in
India. It can be divided into two sections i.e. carbonated
and Non carbonated. The carbonated drinks can be further
classified into Cola, Lemon, Orange, Mango, and Apple
segments.

Marketing

includes

all

the

activities

like

promotion, distribution, advertising etc., to fulfill the all

segment of consumers. Marketing is also to convert social
needs into profitable Opportunities.
The study of Market survey of PepsiCo Retailers on
display effectiveness provides the details to inculcate the
efficiency. It is also requirement for the company to

6 | Page

improve

their

service

and

quality

for

achieving

their

ultimate goal.
The topic was allotted by the company and it was
required to collect the information about current status of
the Visi cooler that is given by the company to the retailer
for selling of soft drink of PepsiCo.
The main objective of the research was to know the
companys position in the soft drink market by doing Visi
purity & Charging of every visi cooler.
The location for the project was Kanpur (south) consisting
below mentioned area.
1) Rawatpur
2) Ashok nagar
3) Pandu nagar

The duration for the project was

1st June 2009 TO 30th July 2009

In this project the main purpose of the study was to visit the
outlet of PepsiCo & check the visi-purity & visi-charging
to know the status of sales & proper display of its products.
A list carrying name of outlet provided by PepsiCo & I
have to visit only those outlet which are mentioned in that
list because listed outlet are not performing up to the mark
of PepsiCo guideline. Planogram is one of the tool through
7 | Page

which I have to make proper display of the product in the

visi-cooler so that every brand of PepsiCo could be visible
to the consumer.

8 | Page

CONTENTS

Chapter No.

Particulars

Page No.

Chapter I

Introduction

10-13

Chapter II

Profile of the organization

14-41

Chapter III

Research Design &

42-44

Methodology
Chapter IV

Conceptual Background

Chapter V

Data Presentation, Analysis

Chapter VI

& Interpretation
Findings, Suggestions &
Conclusion.

Bibliography
Appendix/Annexure.

9 | Page

45-53

54-70
71-74

CHAPTER I

INTRODUCTION OF PROJECT

Modern age is full of competition. Today only way of

success is continuous efforts towards the growing market
needs and satisfying them. It is the marketers job to know
what the market speaks i.e. the ever changing needs of the
customer through market research & adopt them fruitfully.
It is must for all the companies to make policies according
to the customer and the government. Today to succeed,
organization has to target its customer needs, to create a
culture

in

the

organization

i.e.

market

conscious

&

responsive to customer needs.

Soft drinks industry has become big business in
India in recent years. The soft drinks business underwent
major changes with the entry of PEPSI and re-entry of
COCO-COLA in India in the late 80s when Parle with
brands like Thumps up, Limca & Gold spot was a clear
leader. Coco-Cola took up the product line of Parle in
1993-94; today both brands are the Indians favorite soft
drinks.

10 | P a g e

OBJECTIVES OF STUDY
This study offers an opportunity to the student of
management to develop the required skill and in sights for
making

the

best

use

of

experiment

and

judgment

to

practical life. To gain an insight into why individuals act in

certain consumption related way & Learning

what &

external influence compel them to act as they do.

So the main Objective is to study of Visi purity &

charging of retail outlet in Kanpur south .

OBJECTIVES
To find out the most popular brand of PepsiCo &
satisfaction level of its retailers.
To

check

the

Planogram

(POG)

norms,

whether

retailers followed it properly or not.

To find the proper merchandizing and product display
in the outlet & relation between company & its
retailers.
To help the company in increasing its sales & finding
out the benefits of visi-charging.

11 | P a g e

STETEMENT OF THE PROBLEM

Market

survey

of

PepsiCo

Retailers

on

display

effectiveness
PepsiCo were facing problem regarding product availability
in visi-cooler & display of the product in the premises of
the outlet. So that as a result the sale of the product has not
been achieving the sales target set by the company.

SCOPE OF THE STUDY

The training in the organization is very important for a

student who is undergoing with such course. This course is
not the answer for the entire problem which arises in the
practical

field.

There

is

no

certain

formula

for

any

particular problem but the aim of this study is to develop

the ability of decision making. A right decision at right
time itself helps an organization to run smoothly.
This training in an organization given an idea how decision
are

taken

tact

fully

when

any

problem

comes

to

an

executive. So the way of problem right decision making

and knowledge of different type of marketing activities
give much importance to the study. Though only in two
months it was not possible to understand it so deeply but an
overall idea could develop.
12 | P a g e

LIMITATION OF THE STUDY

Since

the

product

under

study

was

consumer

goods, which requires a large sample to have a

correct study, a sample size of 100 Respondents
was too small for it. But time & money did not
allow Researcher to have a large sample. And
also to manage a large sample would also be
difficult by Researcher alone.
Mostly stress was given on primary data, as it
was

difficult

to

collect

Secondary

data

from

organization & distributors.

Some of the respondents were not co-operative and
many of them seem to be having no interest.
It is impossible to find out the problem faced by the
PepsiCo in a time span of 2 months.
Area was specified.
It is extremely difficult to persuade retailer to respond
to questionnaire.
The retailer knows us as people from Pepsi there by
the responses could have been biased.
The

company

does

not

provide

any

financial

assistance.
The time allowed for the project was short. It was
impossible to study deeply in that short period.
Region i.e., Urban area therefore the result are
applicable to Kanpur region only these findings
may not have much relevance in other regions of
different from rest of the country
13 | P a g e

CHAPTER II

PROFILE OF THE ORGANISATION

PEPSICO HEADQUARTERS
PepsiCo World Headquarters is located in Purchase, New
York, and Approximately 45 minutes from New York City.
The seven building Headquarters complex was designed by
Edward

Durrell

Stone,

one

of

Americas

foremost

architects. The building occupies 10 acres of a 144 Acre

complex that includes the Donate M. Kendall Sculpture
Gardens, A world acclaimed sculpture collection in a
garden setting. The collection of works is focused on major
twentieth century art, and Features works by masters such
as Auguste Rodin, Henri Laurens, Henry Moore, Alexander
Calder, Alberto Giacometti, Arnaldo Pomodoro & Class
Olden berg. The gardens were originally designed by the
World famous garden planner, Russell Page, and have been
extended By Francois Goffinet. The grounds are open to
the public and a Visitors booth is in operation during the
spring and summer.

14 | P a g e

COMPANY PROFILE
COMPANY

: PEPSICO

TYPE

: public

FOUNDED

: New York (1965)

HEADQUATERS: purchase New York

AREA SERVED

: Worldwide

KEY PEOPLE

: INDRA K. NOOYI (CEO)

INDUSTRY

: Non alcoholic beverage

Market cap

: USD 107.19 Billions (2008-2009)

Revenue

: USD 39.474 Billions (2007-2008)

Operating income: USD 7.170 Billions (2007-2008)

Net income

: USD 5.658 Billions (2007-2008)

Total assets

: USD 34-628 Billions (2007-2008)

Division

: Food, American beverages,

Employees

: 1980000 (2008-2009)

Website

: www.pepsico.com

Address: Global Business Park, Tower A, 4th floor,

Mehrauli-Gurgaon Road, Gurgaon 122002
Telephone: 91-124- 2880541
Fax: 91-124-2356270
Website: www.pepsiindia.co.in
Email: corporate.communications@intl.pepsico.com
15 | P a g e

VISION

"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 vision is put into action through programs and a focus
on environmental stewardship, activities to benefit society,
and a commitment to build shareholder value by making
PepsiCo a truly sustainable company.

MISSION

Our mission is to be the world's premier consumer Products

Company focused on convenient foods and beverages. We
seek to produce financial rewards to investors as we
provide opportunities for growth and enrichment to our
employees, our business partners and the communities in
which we operate. And in everything we do, we strive for
honesty, fairness and integrity

16 | P a g e

PEPSI CO HISTORY AN
OVERVIEW

1893--Caleb Brad ham, a

New

Bern,

North

young pharmacist from

Carolina,

begins

experimenting

with many different soft drink concoctions; patrons

and

friends

sample

them

at

his

drugstore

soda

fountain.
1898--One

of

Caleb's

formulations,

known

as

"Brad's Drink," a combination of carbonated water,

sugar, vanilla, rare oils and cola nuts, is renamed
"Pepsi-Cola"

on

August

28,

1898.

Pepsi -Cola

receives its first logo.

1902--The instant popularity of this new drink leads
Brad ham to devote all of his energy to developing
Pepsi-Cola into a full -fledged business. He applies
for

trademark

Washington

D.C.,

with
and

the

U.S.

forms

the

Patent
first

Offi ce,

Pepsi -Cola

Company.
The

first

Pepsi -Cola

newspaper

advertisements

appeared in the New Bern Weekly Journal .

1903--"Doc" Brad ham moves the bottling of Pepsi Cola from his drugstore into a rented warehouse; he
sells

7 ,968

gallons

of

syrup

operation.

17 | P a g e

in

the

first

year

of

Pepsi's

theme

line

is

"Exhilarating,

Invigorating,

and Aids Digestion."

1904--Brad ham purchases a building in New Bern
known

as

the

"Bishop

moves

all

bottling

and

Factory"
syrup

for

$5,000

operatio ns

to

and
this

location. Pepsi is sold in six -ounce bottles. Sales

increase to 19,848 gallons.
1905--Pepsi -Cola's
established
Carolina.

in

first

bottling

Charlotte

Pepsi

receives

and
its

franchises
Durham,

new

logo,

are

North
its

first

change since 1898.

1906--Pepsi gets another logo change, the third in
eight years. The modified script logo is created with
the slogan, "The Original Pure Food Drink." There
are

15

U.S.

Pepsi

bottling

plants.

The

Pepsi

trademark is registered in Canada. Syrup sales rise

to 38,605 gallons.
The federal government passes the Pure Food and
Drug Act, banning substances such as arsenic, lead,
barium, and uranium, from food and beverages. This
forced

many

soft

drink

Coca-Cola,

to

change

being

of

any

free

manufacturers,

their

such

formulas.

impurities,

including

Pepsi -Cola,

claimed

they

already met federal requirements.

1907--Pepsi -Cola Company continues to expand; the
company's bottling network grows to 40 franchises.

18 | P a g e

Pepsi-Cola

sells

more

than

100,000

gallons

of

syrup.
Pepsi trademark is registered in Mexico. Syrup sales
rise to 104,026 gallons.
1908--Pepsi -Cola

becomes

one

of

the

first

companies to modernize delivery from horse drawn

carts to motor vehicles. Two hundred fifty bottlers
in 24 states are under contract to make and sell
Pepsi-Cola.
1909--Automobile

race

pioneer

Barney

Old

field

endorses Pepsi -Cola in newspaper ads as "A bully

drink...refreshing, invigorating, a fine bracer before
a race."
1910--The first Pepsi -Cola bottlers' convention is
held in New Bern, North Carolina.
1920--Pepsi theme line speaks to the consumer with
"Drink Pepsi -Cola, it will satisfy you."
1923--Pepsi -Cola Company is declared bankrupt and
its

assets

are

sold

to

North

Carolina

concern,

Craven Holding Corporation, for $30,000. Roy C.

Megargel,

trademark.
Holding

Wall

St reet

Business

and

Corporation

for

broker,
good

buys

will

$35,000,

the

from

Pepsi

Craven

forming

the

Pepsi-Cola Corporation.
1928--After five continuous losing years, Megargel
reorganizes his company as the National Pepsi -Cola
19 | P a g e

Company, be coming the fourth parent company to

own the Pepsi trademark.
1931--U.S.

District

Court

for

Eastern

District

Virginia declares the National Pepsi -Cola Company

bankrupt,
history.
National

the
The

second
Loft

bankruptcy

candy

Pepsi-Cola

company

Company.

in

Pepsi -Cola

acquires

Charles

G.

the

Goth,

president of Loft, assumes leadership of Pepsi and

commands

the

reformulation

of

Pepsi -Cola

syrup

formula.
1933--By the end of the year, Goths new Pepsi Cola Company is insolvent.
1934--A landmark year for Pepsi -Cola. The drink is
a hit and to attract even more sales, the company
begins selling its 12 -ounce drink for five cents (the
same cost as six ounces of competitive colas). The
12-ounce bottle debuts in Baltimore, where it is an
instant success. The cost savin gs proves irresistible
to Depression -worn Americans and sales skyrocket
nationally. Caleb Brad ham, the founder of Pepsi Cola and "Brad's Drink," dies at 66 (May 27th, 1867
February 19th, 1934).
1935--Guth moves the entire Pepsi -Cola operation
to Long Isla nd City, New York, and sets up national
territorial boundaries for the Pepsi bottler franchise
system.

20 | P a g e

1936--Pepsi grants 94 new U.S. franchises and year end profits reach $2,100,000.
1938--Walter

S.

Mack,

Jr.,

V.P.

of

Phoenix

Securities Corporation is ele cted President of the

Pepsi-Cola

Company.

Mack,

who

considers

advertising the keystone of the soft drink business,

turns Pepsi into a modern marketing company.
1939--The "Pepsi & Pete" comic strip introduces the
"Twice as much for a nickel" theme in newspa pers.
Pepsi-Cola Company names Mack as CEO.
The

Board

of

Directors

removes

Guth

from

the

Pepsi payroll after he plans to personally acquire a

competing cola.
1940--Pepsi -Cola

Company

makes

advertising

history with "Nickel, Nickel," the first advertising

jingle ever broadcast nationwide on radio.
1941--The New York Stock Exchange trades Pepsi's
stock

for

the

first -time.

In support of the war effort, Pepsi's bottle crown

colors change to red, white, and blue.
1943--Pepsi's

theme

line

becomes

"Bigger

Drink,

Better Taste."
1948 - - Corporate headquarters moves from Long
Island City, New York, to midtown Manhattan.

21 | P a g e

1950--Alfred N. Steele becomes President and CEO

of Pepsi-Cola. Mr. Steele's wife, Hollywood movie
star Joan Crawford, is instrumental in promoting t he
company's product line.
Pepsi receives its new logo, which incorporates the
"bottle cap" look. The new logo is the fifth in Pepsi
history.
1953--"The

Light

Refreshment"

campaign

capitalizes on a change in the product's formula that

reduces caloric conte nt.
1955--Herbert Barnet is named President of Pepsi Cola.
1959--Pepsi

debuts

at

the

Moscow

Fair.

Soviet

Premier Khrushchev and U.S. Vice President Nixon

share a Pepsi.
1960--Young

adults

become

the target

consumers

and Pepsi's advertising keeps pace with "Now it's

Pepsi,

for

those

who

think

young."

1962--Pepsi receives its new logo, the sixth in Pepsi

history.

The

accompanying

'serrated'
the

bottle

brand's

cap

logo

groundbreaking

debuts,
"Pepsi

Generation" ad campaign.

1963--After climbing the Pepsi ladd er from fountain

syrup salesman, Donald M. Kendall is named CEO of
Pepsi-Cola Company. Pepsi -Cola continues to lead
the

soft

drink

industry

in

packaging

innovations,

when the 12-ounce bottle gives way to the 16 -ounce

22 | P a g e

size. Twelve-ounce Pepsi cans are first introduced to

the

military

to

transport

soft

drinks

all

over

the

world.
1964--Diet Pepsi, America's first national diet soft
drink

debuts.

Pepsi -Cola

acquires

Mountain

the

drink

Dew

from the Tip Corporation.

1965--Expansion

outside

soft

industry

begins. Frito-Lay of Dallas Texas and Pepsi -Cola

merge,

forming

PepsiCo,

Inc.

Military

12 -ounce

cans are such a success that full -scale commercial

distribution begins. Mountain Dew launches its first
campaign, "Yahoo Mountain Dew...It'll tickle your
innards."
1970--Pepsi
introducing
Pepsi

is

leads
the

also

the

way

industry's
the

first

first

into

metrics

two -liter

company

to

by

bottles.

respond

to

consumer preference with light weight, recyclable,

Plastic bottles. Vic Bonomo is named President of
Pepsi-Cola. The Pep si World Headquarters moves
from Manhattan to Purchase, NY.
1974--First

Pepsi

plant

opens

in

the

U.S.S.R .

Television ads introduce the new theme line, "Hello,

Sunshine, Hello Mountain Dew."
1976--Pepsi becomes the single largest soft drink
brand sold in A merican supermarkets. The campaign
is "Have a Pepsi Day!" and a classic commercial,
"Puppies,"

becomes

one

of

23 | P a g e

America's

best -loved

ads. As people get back to basics, Pepsi is there as

one of the simple things in life.
1977--At

37,

named

marketing

genius

John

President

Scu llery

is

of -Pepsi-Cola.

1978--The Company experiments with new flavors.

Twelve-pack cans are introduced.
1980--Pepsi

becomes number one in sales in the

take home market.

1981--PepsiCo

and

China

reach

agreement

to

manufacture soft drinks, w ith production beginning

next year.
1982--Pepsi Free, a caffeine -free cola, is introduced
nationwide. Pepsi Challenge activity has penetrated
75%

of

the

U.S.

market.

1983--Mountain Dew launches the "Dew it to it"

theme.
1984--Pepsi advertising takes a dramatic turn as Pepsi
becomes

"the

choice

of

New

Generation."

Lemon Lime Slice, the first major soft drink with real fruit
juice, is introduced, creating a new soft drink category,
"juice added." In subsequent line of extensions, Mandarin
Orange Slice goes on to become the number one orange
soft drink in the U.S. Diet Pepsi is reformulated with
NutraSweet

(aspartame)

24 | P a g e

brand

sweetener.

1985--After responding to years of decline, Coke loses to

Pepsi in preference tests by reformulating. However, the
new formula is met with widespread consumer rejection,
forcing the re-introduction of the original formulation as
"Coca-Cola

Classic."

The cola war takes "one giant sip for mankind," when a
Pepsi "space can" is successfully tested aboard the space
shuttle.
By the end of 1985, the New Generation campaign earns
more than 58 major advertising and film-related awards.
Pepsi's campaign featuring Lionel Ritchie is the most
remembered

in

the

country,

according

to

consumer

preference polls.
1986--Chairman Donald M. Kendall retires and is
succeeded

by

international

D.

Wayne

is

Calloway.

acquired

in

7UP

Canada.

Pepsi-Cola acquires Mug Root Beer.

1987-- Pepsi -Cola President Roger Enrico is named
President / CEO of Pepsi Co Worldwide Beverages.
Pepsi-Cola

World

Headquarters

Purchase

Somers,

New

to

York.

mov es
After

from
27 -year

absence, Pepsi returns to Broadway with the lighting

of

spectacular

new

neon

sign

in

Times

Square.

1988--Craig Weather up is appointed President/CEO

of Pepsi-Cola Company.
1989--Pepsi

lunges

into

the

n ext

decade

by

declaring Pepsi lovers "A Generation Ahead." Chris

25 | P a g e

Sinclair

is

named

President

of

Pepsi -Cola

International. Pepsi -Cola introduces an exciting new

flavor, Wild Cherry Pepsi.
1990--American Music Award and Grammy winner
rap

artist

Young

MC

writ es

and

performs

songs

exclusively for national radio ads for Pepsi. Ray

Charles joins the Pepsi family by endorsing Diet
Pepsi. The slogan is "You Got the Right One Baby."
1991--Craig E. Weather up is named CEO of Pepsi Cola North America, as Canada become s part of the
company's

North

American

operations.

Pepsi

introduces the first beverage bottles containing recycled

polyethylene terephthalate (or PET) into the marketplace.
The development marks the first time recycled plastic is
used in direct contact with food in packaging.
1992--Pepsi -Cola

launches

the

"Gotta

Have

It"

theme which supplants the longstanding "Choice of

a

New

Generation."

Pepsi -Cola

and

Lipton

Tea

Partnership is formed. Pepsi will distribute single

serve Lipton Original and Lipton Brisk pro ducts.
Crystal

Pepsi:

caffeine

free

refreshing,

has

100%

clear
natural

soda

that

flavors,

is
no

preservatives and is low in sodium, goes national.

Mountain Dew introduces the popular theme line,
"Get Vertical."
1993--Brand

Pepsi

introduces

its

slogan,

"B e

Young. Have Fun. Drink Pepsi." Pepsi -Cola profits

26 | P a g e

surpass $1 billion. Pepsi introduces an innovative

24-can multi pack that satisfies growing consumer
demand

for

convenient

large -size

soft

drink

packaging. "The Cube" is easier to carry than the

tradition al 24-pack and it fits in the refrigerator.
1994--New

advertising

introducing

Diet

Pepsi's

freshness dating initiative features Pepsi CEO Craig

Weather

up

freshness
Pepsi

explaining

and

Foods

the

superior

relationship
taste

Internatio nal

between

to

consumers.

and

Pepsi -Cola

International merge, creating the PepsiCo Foods and

Beverages Company.
1996--In February of this year, Pepsi makes history
once again, by launching one of the most ambitious
entertainment sites on the World Wide Web. Pepsi
World

eventual ly

surpasses

all

expectations,

and

becomes one of the most landed and copied, sites in

this new media, firmly establishing Pepsi's presence
on the Internet.

1997--In the early part of the year, Pepsi pushes into

a new era with the unveiling of the Generat ion Next
campaign. Generation Next is about everything that
is young and fresh; a celebration of the creative
spirit. It is about the kind of attitude that challenges
the norm with new ideas, at every step of the way.

PepsiCo. Announces that, effective Oc tober 6th, it

will spin off its restaurant division to form Tricon
27 | P a g e

Global Restaurants, Inc. Including Pizza Hut, Taco

Bell,

&

KFC,

it

will

be

the

largest

restaurant

company in the world in units and second -largest in

sales.

1998--Pepsi celebrates its 100t h anniversary

PepsiCo.
donate

Chairman

his

salary

and
to

CEO

Roger

provide

A.

Enrico

scholarships

for

children of PepsiCo employees.

2000--Although

Pepsi

is

great

place

to

work,

Steven Truitt (aka 'struitt') takes his skills and hard

work

elsewhere

(for

more

money

of

course!),

therefore putting an end to his Pepsi page! For

More information about Pepsi, choose a search
engine

and

search

for

'Pepsi'

or

visit

www.pepsi.com or www.Pepsi Co.com.

As an MNC, on the globe, Pepsi Foods Ltd is one of
the largest soft drink companies in the world with its
head quarters in New York.
Pepsi entered the Indian soft drink market in 1998
and began its production in May 1990 and soon it
was

giving

the

local

contenders

to

run

for

their

money in the soft drink market. It c omes out with

dazzling marketing innovation that rocket the cola
market

line

selling

the

product

through

function,

Pepsi outlets. Pepsis success in creating a brand

28 | P a g e

almost

from

marketing

scratch

case

in

studies

India
are

problems of doing business

is

the

stuff

that

made

of.

Given

t he

in

markets like ours,

Pepsi entered the market as an under -dog. Its first

even advantage- it entered before Coke returned -was
considerable

reduced

by

the

enormous

export

obligations stepped on the company. Yet right from

the

beginning,

Pepsi

demonstrated

far

more

focused approached .So while it entered the market

like

any

other

MNC,

it

was

quick

to

adapt,

It

realized that consumers, particularly the youth, to

whom

it

consciously

better

with

brand

reached
that

out,

they

would

see

as

identify

global,

yet

Indian, Pepsi was built as a desi brand. Hence its

deliberate attempt to build ad campaigns using the
popular Hinglish In the process, slogans like, Y E HI
HA I

RIG HT

MA ANGE

CHO ICE

MORE

BAB Y

became

A HA

part

of

and

Y EH

Indias

DIL

popular

consciousness. When Pepsi lost the bidding battle to

sponsor a Cricket tournament to coke, the loss was
turned into triumph with the catch line, Nothing
official

about

it.

It

cashed

in

on

the

untapped

consumer aspiration in smaller towns, the hinterlands

of metropolitan cities and now days the slogan which
is on air is Y EH

P YA AS HAI BADI

It showed a rare ability not only to survive, but also

grow

through

Indias

tortuous

policy

twists

and

turns, which threw many other MNCs off balance.

Its top management team did not suffer from the
frequent changes seen at rival, Coke Consequently, it
29 | P a g e

was able to unlike coke, which paid enormous prices

to

buy

out

brought

its

established

local

brands,

own

over,

and

stuff

and

Pepsi

pushed

those

aggressively with dealers, retailers and consumers.

Right now, it can bark its outstanding success in
building a brand that has become synonymous with
soft

drinks

across

the

length

country.

30 | P a g e

and

breadth

of

the

SALES AND MARKETING

HIERARCHY OF
PEPSICO INDIA.

MUM Marketing Unit Manager: In charge of specific

zones (e.g. north, south, east, west) and report to the
corporate Office.
UM - Unit Manager: In charge of day to day operations
and supervision of all the functions within the organizations
including

operations,

logistics,

sales

and

distribution,

marketing. The Unit Manager reports to the MUM.

31 | P a g e

TDM - Territory Development Manager: TDM is the in

charge of the sales and distribution network of a particular
territory within a zone. Responsible for the daily, monthly
and annual sales within the territory decides the daily
schemes for products and incentives for salespersons. He is
also responsible for cost effectiveness, profit generation
and profit maximization within the territory.

ADC - Area Development Coordinator: Reports to the

TDM, and is in charge of a C & F center and the distributor
point in the area. He is directly responsible for any issues in
the area and is supposed to ensure the smooth functioning
of the entire sales and distribution network in the area.
ADC is responsible for timely disposal of any issue faced
by the retailers. He decides and approves the boards,
displays and hoardings in the area.

CE - Customer Executive: Reports to the ADC and is in

charge of the salespersons. He is required to visit the
market and accompany every salesperson as frequently as
possible. He is the first person to get information about the
market / area and is the first contact if the salespersons or
retailers

face

issue.

Responsible

for

assigning

achieving daily sales target given to the salespersons.

32 | P a g e

and

PSR

Pre-sales

Representative:

They are

the most

important asset for the company as they are the ones who
sell

the

products,

customers,

and

are

retain

responsible
the

old

for

ones.

acquiring

Their

work

new
also

includes informing the retailers about the promotions and

any new scheme launched. They are also required to push
for the sale of any new product launched in the market and
make sure that the retailers are following the company
guidelines regarding the launch and the maintenance of
Visi coolers. They report to the CE.

DA Delivery Agent: These are the people who are

responsible for delivering the PepsiCo products to the
retailers at their outlet with the help of delivery van. Their
duty is to supply the products on the basis of invoice issued
by the company.

33 | P a g e

Pepsi

Pepsi
Caffeine Free
Pepsi
Diet Pepsi
Caffeine Free
Diet Pepsi
Diet Pepsi Max
Jazz Diet Pepsi
Diet Pepsi
Lime
Diet Pepsi
Vanilla
Pepsi Wild
Cherry
Diet Pepsi Wild
Cherry
Pepsi ONE
Sierra Mist
Sierra Mist
Diet Sierra
Mist
Sierra Mist
Cranberry
Splash
Sierra Mist
Free
Cranberry
Splash
Tropicana

Mountain Dew

Mountain Dew
Diet Mountain
Dew
Caffeine Free
Mountain
Dew
Mountain Dew
Code Red
Diet Mountain
Dew Code
Red
Mountain Dew
Livewire
Mountain Dew
Voltage

Ocean Spray
(License)

Mug Root Beer

Diet Mug Root
Beer
Mug Cream
Soda
Diet Mug
Cream Soda
No Fear
No Fear
No Fear Mother
load
Sugar Free No
Fear Mother
load
Dole (License)

AMP Energy

AMP Energy
AMP Energy
Sugar Free
AMP Energy
Overdrive
AMP Energy
Prelaunch
AMP Energy
Traction
AMP Energy
Elevate
AMP Energy
Shot

Tropicana
lemonade and
punches
Tropicana
Light
lemonade and
punches
Tropicana
Twister sodas

Mug Root Beer

SoBe

SoBe juice
drinks, dairy,
and teas
SoBe Lean diet
juice drinks,
dairy, and teas
SoBe Life
Water
SoBe

34 | P a g e

Dole juices and

juice drinks
Dole Plus
fortified juices
Outside North
America

Mirinda
7UP
(International)
Pepsi Limn
Kas
Teem
Pepsi Max
Pepsi Light
Manzanita Sol
Paso de los
Toros
Fruko
Evervess
Yedigun
Shani
Fiesta
D&G (License)
Mandarin

Ocean Spray
juices
Ocean Spray
juice drinks
Ethos Water
(License)
Manzanita So
Slice
Fruit Works
juice drinks
Mirinda

Adrenaline
Rush
Aquafina

Aquafina
Aquafina
Flavor Splash
Aquafina
Sparkling
Starbucks
(Partnership)

Frappuccino
ready-to-drink
coffee
Starbucks
Doubleshot
Starbucks
Double shot
Energy
Starbucks Iced
Coffee
Lipton
(Partnership)

Lipton Brisk
Lipton Iced Tea
Lipton Pure
Leaf

35 | P a g e

(License)
Radical Fruit

PEPSICO INDIAS EXPANSIVE

PORTFOLIO
Refreshment beverages

36 | P a g e

Sports drinks

100% natural fruit juices and juice based drinks

Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low

calorie options Diet Pepsi and 7Up Light; hydrating and
nutritional beverages such as Aquafina drinking water,
isotonic sports drinks - Gatorade, and 100% natural fruit
juices and juice based drinks

Tropicana,

Tropicana

Twister and Slice. Our local brands Lehar Everest Soda,

Dukes

Lemonade

and

Mangola

spectrum of brand

37 | P a g e

complete

our

diverse

PEPSICO SKUs

38 | P a g e

FUTURE PLAN OF PEPSICO

Pepsi plans low-cost beverages, snacks to fight

anemia
PepsiCo India expects to test-market its products to fight
anemia among rural women sometime next year. The softdrinks major are working on low-cost prototypes of both
beverages and snacks that can deliver the benefit.
Mr. Sanjeev Chadha, Chairman, PepsiCo India, in an
interview to Business Line, said, The price of the product
has to be affordable to the bottom of the pyramid; we are
looking at a consumer price of between Rs 1 and Rs 2 per
serve.
This is a global project, he said, with India being the lead
country. The product is being developed through close
teamwork between our local R&D teams and our global
experts. The team is making rapid progress. We tried
some very exciting prototypes in the past month. The next
major step will be clinical trials to ensure that the product
delivers in the Indian environment, he elaborated. As per
the National Family Health Survey 2005-06, 50 per cent of
young Indian women, irrespective of income, suffer from
iron deficiency.

Aug 7,
2009

Frito-Lay India announces Chitrangda Singh as

the new face of Aliva

Aug 3,
2009

TA Sekar & Wasim Akram Impressed with

Indias Gen-Next of pace bowling at the
39 | P a g e

Gatorade Centre for Pace Excellence

Aug 3,
2009

PepsiCos Nimbooz makes its debut in Tamil

Nadu

July 29,
2009

PepsiCo India shows revolutionary results with

its Direct Seeding initiative

July 27,
2009

PepsiCo's
Karnataka

July 27,
2009

Pace
Legend
Wasim
Akram
inaugurates
"Gatorade centre for pace excellence in Delhi

June 4,
2009

Frito-Lay India Delivers a Cracker of a Launch

with Aliva

June 1,
2009

- PepsiCo Doubles Investment in India in 2009

Nimbooz

makes

its

debut

in

May 27,
2009

- Pepsis First Ball ka Captain

May 12,
2009

Think gold this summer with 7UP Sone Ke

Nimbu offer

May 12,
2009

Pepsi signs on boxing champion

Singh as its new Brand Ambassador!

May 09,
2009

- Diet Pepsi dons a new look and gets slimmer

April 28,
Kurkure
2009
Avatar!

Desi

Beats

in

Vijender

Crunchy

Wheat

April 15,
Nimbooz gives Ekdum Asli Indian tadka to
2009
IPL 09
Pepsi Bowls Youngistaan over - Exciting, New,
April 01,
- Promotion at the ICC World Cup Twenty 20,
2009
England '09
40 | P a g e

March
19, 2009

PepsiCo ushers a wave of change with the all

- new, punchier & more powerful Pepsi for
Andhra Pradesh

March
05, 2009

Mountain Dew unveils its new thematic TVC

for 2009 'Darr Ke Aaagey Jeet Hai'

March
05, 2009

Mountain Dew unveils its new thematic TVC

for 2009 'Darr Ke Aaagey Jeet Hai'

February
Pepsi to quench the thirst of mighty Mumbai
27, 2009
Indians at IPL 2009
February
7UP partners with Chennai Super Kings for IPL
27, 2009
2009
February
PepsiCo launches
27, 2009
nimbu paani

Nimbooz,

India's

favorite

February
Katrina and Slice entice consumers to give into
25, 2009
Pure Mango Pleasure with its new campaign
February
Mirinda unveils its Summer
23, 2009
Tamil Nadu with Asin

Campaign

for

Gatorade
launches
fast
bowling
training
February
- academy in India ropes in Wasim Akram to
13, 2009
coach budding pace bowlers
February
Pyaas badi ya connection? Pepsi re-thinks for
11, 2009
Youngistaan
February
Refresh your senses with 7UP's new thematic
05, 2009
campaign - 'Mood ko do Lemon ka Lift'
January
29, 2009

Pepsi partners with T-10 Gully Cricket as its

official beverage sponsor!

41 | P a g e

CHAPTER III

RESEARCH DESIGN AND

METHODOLOGY

INTRODUCTION
Marketing

Research

is

process

of

collecting

and

analyzing marketing and ultimately to arrive at a certain

conclusion. Aradhana Soft Drink Company Is a concern
which is marketing the product having different brands of
soft drink. Thus a survey method of marketing research is
essentially

exploratory

in

nature.

Thus

opted

for

Questionnaire method for conductive survey about the

marketing of Pepsi through retailer in Kanpur (south)
region.

Data source: - The various source of information

broadly divided in 2 categories.
(a) Primary source:Source
gathered

from

where

directly

first

are

hand

called

information

primary

source

are
and

information thus collected is called primary data. In

this

study

the

primary

data

RETAILER.

42 | P a g e

was

collected

from

(b) Secondary source: The data that are c ollected for other purposes already
exist

somewhere

regard

to

records

my

of

is

study

the

called
the

secondary

secondary

company,

data.

sources

Magazines,

With
where

websites,

previous research on relevant topic and newspapers .

Research Type:Exploratory research: Exploratory research provides insights

into and comprehension of an issue or situation. It should
draw definitive conclusions only with extreme caution.
Exploratory

research

is

type

of

research

conducted

because a problem has not been clearly defined.

Data collection technique

1) Primary Data: 2)

Secondary

Questionnaire Method.

Data:-

Website,

Books,

publications & previous years project report.

43 | P a g e

company

Sample Description
1. Sampling technique: Non-probability sampling (judgmental)
2. Sample size: - 100 retailers supplying PepsiCo
brands in Kanpur south.
Sample analysis was done by means of statistical
tools.

44 | P a g e

CHAPTER IV

CONCEPTUAL BACKGROUND

Market

survey

of

PepsiCo

Retailers

on

display

effectiveness
The information related to the objectives of the study i.e.
A personal interview with each retailer with the
help

of

questionnaire

collecting

information

was

selected

regarding

my

as

the

method

objectives

of

of
the

study. The questionnaire was used in Kanpur (south) to

facilitate tabulation and analysis of data was designed for
segment retailers.
I have collected the information regarding the display of
the product in visi-cooler from PepsiCo retailers that how
they are performing the task about the display of the
product.

Whether

they

are

following

the

company

guidelines or setting their own standard while putting soft

drink visible to the consumer in the premise of their outlet
as a part visual merchandising.
The questionnaire was prepared by me and I was also filled
questionnaire myself while interviewing the retailers. I used
to go every outlet which is given by company and these
outlets were not performing up to the mark of PepsiCos
45 | P a g e

guideline.

For interview as far as those languages were

used which they can understand clearly; such as Hindi &

English. This is a comprehensive master plan of the study
undertaken, given a general statement of the method used
and procedure followed.
These information were collected through the questionnaire
method

which

included

questions

on

finding

out

information related to Planogram, status of visi-charging,

impact of prime location of Visi-cooler on sale & display of
the

products

in

the

premise

of

outlet

as

part

of

merchandising.
The display of the products plays a very significant
role in marketing of cold -drinks.
Display can be termed as the orderly, systematic,
logical & intelligent way of putting stock on the
floor.

It

planning,
space

has

several

store

design,

mannequins.

aspects

windows
fixture

As

&
&

retailing

and

floor

involves
dis plays,

hardware,
becomes

props

SKU
signs,
and

increasingly

complex, creating the right atmosphere in the store

and presenting the merchandise in the right manner
becomes more & more important.
To produce good di splay, it is vital to understand the
product and the customer. Good display means a
selling space that is neat, easy to see, follow and
shop. It means merchandise arranged in a manner
that enables the customer to buy quickly, efficiently
and comfortably.
46 | P a g e

Planogram
A Planogram is a tool used by the retailer that helps
determine

the

department.

It

communicates
physically

location

fit

is

how
onto

of

merchandise

diagram

that

merchandise

store

fixture

within

and
or

visually
props

window,

to

allow for pro per visibility and price point options. A

Planogram
factors

like

is

created

product

after

sales,

taking
the

into

movement

account
of

the

products within the product category and the space

required for various products. They usually list the
exact number of square feet used for the various
products and the exact number of products to be
displayed in a particular

The

various tools adopted by

the company

for

improving display effectiveness are as follows

DISPLAY ADVERTISMENT
Display advertising is a type of advertising that typically
contains text (i.e., copy), logos, photographs or other
images, location maps, and similar items. In periodicals,
display advertising can appear on the same page as, or on
the page adjacent to, general editorial content. In contrast,
classified advertising generally appears in a distinct section,
was traditionally text-only, and was available in a limited
selection of typefaces.
47 | P a g e

Display advertisements are not required to contain images,

audio, or video: Textual advertisements are also used where
text

may

be

more

appropriate

or

more

effective.

An

example of textual advertisements is commercial messages

sent to mobile device users.
One

common

form

of

display

advertising

involves

billboards.

ADVERTISMENT
Advertising is a form of communication used in helping
sell products and services. Typically it communicates a
message including the name of the product or service and
how that product or service could potentially benefit the
consumer. Advertising often attempts to persuade potential
customers to purchase or to consume more of a particular
brand of product or service. Modern advertising developed
with the rise of mass production in the late 19th and early
20th centuries.
Many advertisements are designed to generate increased
consumption of those products and services through the
creation and reinvention of the "brand image". For these
purposes,

advertisements

sometimes

embed

their

persuasive message with factual information. There are

many media used to deliver these messages, including
traditional

media

such

as

television,

radio,

cinema,

magazines, newspapers, video games, the carrier bags,

billboards, mail or post and Internet marketing. Today, new
48 | P a g e

media such as digital signage is growing as a major new

mass media. Advertising is often placed by an advertising
agency on behalf of a company or other organization.
Organizations that frequently spend large sums of money
on advertising that sells what is not, strictly speaking, a
product or service include political parties, interest groups,
religious organizations, and military recruiters. Non-profit
organizations are not typical advertising clients, and may
rely on free modes of persuasion, such as public service
announcements.
Money spent on advertising has increased dramatically in
recent years. In 2007, spending on advertising has been
estimated at over $150 billion in the United States and $385
billion worldwide, and the latter to exceed $450 billion by
2010.
While advertising can be seen as necessary for economic
growth,

it

is

not

without

social

costs.

Unsolicited

Commercial Email and other forms of spam have become

so prevalent as to have become a major nuisance to users of
these services, as well as being a financial burden on
internet service providers.

Advertising is increasingly

invading public spaces, such as schools, which some critics

argue

is

form

of

child

advertising frequently uses

exploitation.
psychological

In

addition,

pressure

(for

example, appealing to feelings of inadequacy) on the

intended consumer, which may be harmful.

49 | P a g e

BANNER
A banner is a flag or other piece of cloth bearing a symbol,
logo, slogan or other message. Banner-making is an ancient
craft.
The word derives from late Latin bandum, a cloth out of
which a flag is made (Latin banderia, Italian bandiera).
German developed the word to mean an official edict or
proclamation and since such written orders often prohibited
some

form

of

human

activity,

bandum

assumed

the

meaning of a ban, control, interdict or excommunication.

Banns

has

the

same

origin

meaning

an

official

proclamation, and abandon means to change loyalty or

disobey orders, semantically "to leave the cloth or flag".

ADVERTISING BANNER
These

are

often

made

commercially

on

plastic

background. The banner industry has been evolving from

the traditional cut-vinyl banners to banners printed with
large format & wide format inkjet printers on various vinyl
and fabric materials using solvent inks and up-curable inks.
Advertisements on the Internet which carry the shape of a
banner are also commonly called "banners".

50 | P a g e

BILLBOARD
A billboard is a large outdoor advertising structure (a
billing board), typically found in high traffic areas such as
alongside

busy

advertisements

roads.

to

Billboards

passing

present

pedestrians

and

large
drivers.

Typically showing large, ostensibly witty slogans, and

distinctive visuals, billboards are highly visible in the top
designated market areas. Bulletins are the largest, most
impactful standard-size billboards. Located primarily on
major highways, expressways or principal arterials, they
command

high-density

consumer

exposure

(mostly

to

vehicular traffic). Bulletins afford greatest visibility due not

only

to

their

"customizing"

size,

but

through

because

they

extensions

allow

and

creative

embellishments.

Billboards are a great place to advertise business because

rather

than

you

having

to

find

your

customers, your

customers will find your advertising.

Posters are the other common form of billboard advertising,
located chiefly in commercial and industrial areas on
primary and secondary arterial roads. Posters are a smaller
format

than

residents

and

bulletins

and

commuter

are

traffic,

viewed
with

principally

some

by

pedestrian

exposure.

POSTER
A poster is any piece of printed paper designed to be
attached to a wall or vertical surface. Typically posters
51 | P a g e

include both textual and graphic elements, although a

poster may be either wholly graphical or wholly textual.
Posters are designed to be both eye-catching and convey
information. Posters may be used for many purposes, and
they are a frequent tool of advertisers (particularly of
events, musicians and films), propagandists, protestors and
other groups trying to communicate a message. Posters are
also used for reproductions of artwork, particularly famous
works, and are generally low-cost compared to original
artwork. Another type of poster is educational posters,
which may be about a particular subject for educational
purposes. Many people also collect posters, and some
famous posters have themselves become quite valuable,
collectors and vintage posters are usually framed and
matted. Posters may be any size.

SIGNAGE
Signage is any kind of visual graphics created to display
information to a particular audience. This is typically
manifested in the form of way finding information in places
such as streets or inside/outside of buildings.

Types of signage:

Oil Stock sign - massive signage for Oil Stockade.

Street signage - signs stamped out of metal with

lettering embossed or printed (or both).
52 | P a g e

Neon signage - Electric lighting

Modular signage - A signage system that consists of

pre designed elementary units.

Custom-made signage - Signs that are built from

scratch to suit a specific requirement presented by a
client or a specific project.

MCFT (Modular Curved Frame Technology) A

contemporary fusion between custom-made signage
and modular sign systems that features a curved
profile.

LED sign (light-emitting diodes technology) LED

lighting

Architectural Signage/Way finding Systems - A unified

system of signs for a single facility that aid in way finding
and

identification

of

specific

destinations

within

the

facility. Signs include building and room identification

signs, directional and informational signs and regulatory
signs. In the US, all such systems must comply with the
ADA.

53 | P a g e

CHAPTER V

DATA PRESENTATION, ANALYSIS AND

INTERPRETATION

There are more than 200 outlets are exist in study area
including Rawatpur, Pandu nagar & Ashok nagar but due to
time constraint those outlets are given to me by Sameer sir
which

are

not

performing

better

up

to

the

mark

of

PepsiCos guidelines. In Ashok nagar area only 48 outlets

are assigned to me & remaining outlets I had visited were
under the aegis of Rawatpur & Pandu nagar.

Areas covered by me are

1) Rawatpur
2) Ashok nagar
3) Pandu nagar

54 | P a g e

Type of outlet

Outlet type
Convenience
Grocery
Eatery
Total

Respondents
38
45
17
100

%age
38
45
17
100%

outlet type

17%
38%

conveniance
grocery
eatery

45%

Interpretation: from the above chart we can conclude that

grocery shop (45%) followed by convenience store (38%)
are having majority of PepsiCo outlet.
55 | P a g e

1. Most popular brands of PepsiCo.

Brands
Pepsi
Mirinda
7up
Mountain dew
Slice
Total

Respondents
08
27
15
43
07
100

%age
08
27
15
43
07
100%

Most popular brands

7%

8%

27%

Pepsi
Mirinda
7up

43%

Mountain dew
Slice

15%

Interpretation: from the above chart we can observe that

Mountain Dew (45%) followed by Mirinda (27%) is the
leading brands (in terms of sales) of PepsiCo in Kanpur
south.
56 | P a g e

2. Effect of advertisement on sales.

Parameter
Yes
No
Total

Respondents
66
34
100

%age
66
34
100%

advertisment effect

34%

Yes
No
66%

Interpretation: The above pie chart suggests that sales of

PepsiCo brands are affected by advertisement campaign.

57 | P a g e

3. Seasonal shortage of popular PepsiCo brands.

Option
0 times
1 times
2 times
More than 2 times
Total

Respondents
07
12
35
46
100

%age
07
12
35
46
100%

Sessional shortage of brands

7%
12%
46%

0 times
1 times
2 times
More than 2 times
35%

Interpretation: From the above pie chart it is clear that

majority of the retailer faces shortage of soft drinks 2 or
more than 2 times.
58 | P a g e

4. Scheme attraction, provided by PepsiCo.

Schemes
Free bottles on crate

Respondents
48

%age
48

Monopoly discount
Brands display scheme
Target based profit
Total

31
06
15
100

31
06
15
100%

schemes by PepsiCo
15%
6%
48%

Free botteles on crate

Monopoly discount
Brands display scheme
Target based frofit

31%

Interpretation: The above chart clearly shows that 48% of

the retailers like free bottles scheme followed by 31% who
prefer monopoly discount.
59 | P a g e

5. Behavior of PepsiCo officials.

Behavior

Respondents

%age

Excellent
Good
Satisfactory
Poor
Very poor
Total

03
12
41
31
13
100

03
12
41
31
13
100%

officials behaviour
13%

3%

12%

Excellent
Good
Satisfactory
31%

Poor
Very poor
41%

Interpretation:
It is clear from the above chart that
behavior of officials is not up to the mark. Only 56%
retailers are satisfied (including excellent, good &
satisfactory behavior).
60 | P a g e

6. Performance level of visi-cooler.

Performance
level
Excellent
Good
Satisfactory
Poor
Very poor
Total

Respondents

%age

21
58
09
09
03
100

21
58
09
09
03
100%

visi-cooler performance
9%

3%
21%

9%
Excellent
Good
Satisfactory
Poor
Very poor

58%

Interpretation: from the above chart we can conclude that

performance level of visi-cooler is up to the mark. It is
happen due to frequent visit of technician.
61 | P a g e

7. Retailers opinion on planogram (POG).

Option
Strictly followed
Wastage of time
Followed
with
some changes
Useless
Total

Respondents
04
27
45

%age
04
27
45

24
100

24
100%

Responses for Planogram

4%
24%
27%
Strictly followed
Wastage of time
Followed with some changes
Useless

45%

Interpretation: The above chart shows activation of

planogram in which 45% of the retailers had said that some
changes is necessary followed by 27% of the retailers who
said that it is wastage of time.
62 | P a g e

8. Status of visi-charging on avg. customer visit.

Visi charging status

0-20%
21-40%
41-70%
More than 70%
Total

Respondents
02
34
45
19
100

%age
02
34
45
19
100%

Visi charging status

2%
19%
34%
0-20%
21-40%
41-70%
More than 70%

45%

Interpretation: from the above chart we can conclude that

avg. visi charging is lies between 41% to 70%. This is not
up to the avg. level fixed by PepsiCo.
63 | P a g e

9. Daily Sales of PepsiCo products in crates in a day.

No. of crates
1 to 2
2 to 4
4 to 6
More than 6
Total

Respondents
07
12
58
23
100

%age
07
12
58
23
100%

daily sales of crates

7%
23%

12%

1 to 2
2 to 4
4 to 6
More than 6

58%

Interpretation: from the above pie chart we can assume

that 58% of the retailers sold the 4 to 6 crates per day
followed by 23% retailers who sell more than 6 crates.
64 | P a g e

10. Peak session for soft drink sale.

Session
Jan. to mar.
April to June
July to sep.
Oct. to dec.
Total

Respondents
00
56
44
00
100

%age
00
56
44
00
100%

Sessional sale of soft drink

0%

44%
Jan. to mar.
April to june
56%

July to sep.
Oct. to dec.

Interpretation: it is clear from the above chart that the sale

of PepsiCo products is more in April to June session
65 | P a g e

11. Effectiveness of Sales promotion technique of PepsiCo regarding

Nimbooz.

Promotional
effectiveness
Excellent
Good
Satisfactory
Poor
Very poor
Total

Respondents

%age

00
27
51
19
03
100

00
27
51
19
03
100%

Sales promotion technique of Nimbooz

3% 0%
19%

27%
Excellent
Good
Satisfactory
Poor
Very poor

51%

Interpretation: it is inferred from the above table that the

Sales promotion technique of its newly launched product
Nimbooz is satisfactory in the eyes of retailers.
66 | P a g e

12. Sales impact of prime location of visi-cooler.

Option
Highly increased
Medium increased
Low increased
No effect
Total

Respondents
37
29
20
14
100

%age
37
29
20
14
100%

prime location impact on sale

14%
37%
20%

Highly increased
Medium increased
Low increased
No effect

29%

Interpretation: from the above chart we can conclude that the location of visi-cooler in
outlet play very vital role in improvement of sales.
67 | P a g e

13.

Display of crates as a part of Merchandising in outlet.

Crate display
2 to 4
4 to 6
6 to 8
More than 8
Total

Respondents
27
42
20
11
100

%age
27
42
20
11
100%

Merchandising
11%
27%
20%
2 to 4
4 to 6
6 to 8
More than 8

42%

Interpretation: from the above chart we can infer that 42% outlets are displaying the 4
to 6 crates as a part of merchandising.
68 | P a g e

14. Problem solving approach of PepsiCo officials.

Option
1 to 2 days
2 to 3 days
3 to 4 days
More than 4
Total

Respondents
21
15
19
45
100

%age
21
15
19
45
100%

problem solving approach

21%

45%

1 to 2 days
2 to 3 days
15%

3 to 4 days
More than 4

19%

Interpretation: from the above chart we can conclude that PepsiCo is not considering
much focus on retailers problem.
69 | P a g e

15. Satisfaction from execution done by PepsiCo.

Option
Yes
No
Cant say
Total

Respondents
24
68
08
100

%age
24
68
08
100%

Satisfaction from execution

8%
24%

Yes
No
Cant say

68%

Interpretation: from the above chart we can infer that 68% of the retailers are not
satisfied by the execution done by PepsiCo at their outlet.
70 | P a g e

CHAPTER VI

FINDINGS, SUGGESTIONS & CONCLUSION

FINDINGS

On the basis of questionnaire I have found that sale of mountain dew is more as
compare to the other soft drink brand of PepsiCo.

Most of the retailers like free bottles scheme because it is more profitable than
monopoly & target based benefit respectively.

I was also observed that officials behavior is not up to the mark because there are
lots of complained by retailers regarding visit of the officials at their outlet.

Majority of the retailers are satisfied with the performance level of their visi-cooler

It has seen that retailers are not happy about the activation of planogram. They think
that it is affecting their sale.

58% of the respondents sells 4 to 6 crates in a day, while 23% retailers sells more
than 6 crate each day.

Peak session of sales of soft drink is April to June, 56% retailers agree with this
statement; while 44% said that peak session is July to Sep.

There is a very good response of newly launched product Nimbooz.

Prime location of visi-cooler plays very vital role in improvement of soft drink sales.

42% of the retailers display 4 to 6 crates as a part of merchandising, while 27%,

20%, & 11% are followed by displaying 2 to 4, 6 to 8, & more than 8 respectively.

45% of the retailers are unhappy with PepsiCo because they are very careless
about sorting out their problem.

I have found that 68% of the retailers are not satisfied with the execution done by
PepsiCo.

71 | P a g e

SUGGESTIONS
PepsiCo should start the manufacturing of its own
packaged water pouch under the brand of Aquafina so
that there will be no problem of Visi-impurity. From
this step PepsiCos product line as well as its revenue
would be increased.
Company should motivate their competent and honest
salesman so that they could provide schemes to the
retailers & make them happy
Supply van from warehouse should be departed on
time so that there would be no delay in delivery of
product. From this step retailers will be happier.
It is often seen that some salesmans dont intimate
schemes to the retailer & few of the retailer complaint
about

it.

So

there

should

be

frequent

visits

of

Customer Executives to their respective areas to keep

the shop-keepers benefited with various schemes.
Most of the retailers are complaining about nonfulfillment of commitment regarding their leakage &
breakage. Company should make sure that the retailers
get fulfill their commitment on this issue so that they
will be satisfied.
PepsiCo should try to give some credit facility to the
distributors & retailers so that they can bring brands
more

than

their

credit

worthiness

&

try

to

sell

maximum no of SKU from their outlet.

Proper feedback system should be develop by its
officials & ensure a randomly visit of outlet by them.
It will help to build a strong & healthy relationship
between company & retailer
72 | P a g e

CONCLUSION

The study reveals that the market share of Pepsi

in

Rawatpur

compared

&

to

Ashok

nagar

Coca-Cola

is

area

39%.

is

61%

Thus

as

Pepsi

having a clear edge over Coca -Cola.

Services

after

sales

of

Pepsi

is

not

up

to

satisfaction level is because, I found that few

retailers are active in display of Visi coolers and
glow sign boards provided by the company. But
in few outlets display system is out of order or
not properly working for the last few months or
a year, thus Pepsi management being casual in
this area. The rival company Coca -Cola being
very quick in this area.
Number of route vehicles for delivery of goods
is less than the required on e for proper coverage
of whole area of Kanpur. Thus, just -in-time and
efficient delivery is affected.
Comparative

advantage

of

Pepsi -field

sales

personals are there to keep an eye on the whole

market

and

arises.

Two

transparency

to

approach

way
in

where

the

commun ications

business.

Whereas

problem

occurs

for

Coca -Cola

Company is weak in this fields.

The study reveals the immediate steps are not
taken

in

the

replacement

of

damaged

or

breakage goods. The rival company. Coca -Cola

is very quick in this area and efficient also.

73 | P a g e

 The

study

reveals

that

(point-of-purchase)

there

materials

is
in

lack
few

of

POP

areas

of

commitment

of

Kanpur region.
The

study

reveals

that

the

supplying gift items or incentive is not carried

out on scheduled time.
The study reveals th at in prompting soft drinks
in a market, advertising media like glow sign
boards, hoardings, painting etc. plays a vital role
in grabbing interest of an outlets to sell soft
drinks. Some areas of Kanpur region are not
equipped

somehow

with

these

advertisin g

media. This media of advertising is used by both

the companies (Pepsi & Coca -Cola) only for its
consumer. This helps the company to let the
consumer know what their product is all about to
an edge its competitors.
The study reveals that the Cola flavor o f Pepsi is
very mild in taste as compared to the Cola brand
of coca-cola, Thumps up.

74 | P a g e

BIBLIOGRAPHY

REFRENCE BOOKS

G.C. Beri, Marketing Research, 3rd edition, Mc Millan

India Ltd.
Ramaswamy

&

Namakumari,

Marketing

Management, 3rd edition, Mc Millan India Ltd.

Philip Kotler, Marketing Management, 11th edition,
Prentice hall of India.
C.R. Kothari, Research Methodology
Swapna pradhan, Retailing Management, 2nd edition,
TATA McGraw-Hill publishing co.

WEBSITES

www.Pepsico.com
www.Pepsizone.com
www.google.com
www.pepsiindia.com
www.wikipedia.com
www.scribd.com
75 | P a g e

APPENDIX/ANNEXURE

QUESTIONNAIRE

Name of outlet:

Contact no.

Outlet ID:

Owners name:

Type of outlet:
(a) Convenience

(b) Grocery

(c) Eatery

(d) Pan shop

(1) Which brand you sell the most from your outlet?
a) Pepsi

b) Mirinda

c) 7up

d) Mountain Dew

e) Slice
(2) Did the advertisement affect the sale of your outlet?
a) Yes

b) No

(3) How many times you faced the shortage of the popular
brand of PepsiCo in a session?
a) 0 times

b) 1 times
76 | P a g e

c) 2 times

d) more than 2 times

(4) Which type of schemes provided by PepsiCo attracts

you?
a) Free bottles on crate

b) Monopoly discount

c) Brand Display scheme

d) Target based benefits

(5) What kind of behavior do officials have?

a) Excellent

b) good

c) Satisfactory

d) poor

e) Very poor
(6) What is the performance level of Visi-cooler?
a) Excellent

b) good

c) Satisfactory

d) poor

e) Very poor
(7) What do you think about Plano gram (POG)?
a) Strictly followed

b) wastage of time

c) Followed with some changes

d) useless

(8) On an average customer visit, what is the status of Visicharging?

a) 0-20%

b) 21-40%

c) 41-70%

d) more than 70%

(9) How many crates you sell in a day?

a) 1 to 2

b) 2 to 4

c) 4 to 6

d) more than 6
77 | P a g e

(10) In which session sale of soft drink is more?

a) Jan. to Mar.

b) April to June

c) July to Sep.

d) Oct. to Dec.

(11) In your opinion, up to what extent sales promotion

technique of PepsiCo regarding Nimbooz has been
succeeded? (Level wise)
a) Excellent

b) Good

c) Satisfactory

d) Poor

e) Very poor
(12) What is the impact of prime location of Visi-cooler on
your sale?
a) Highly increased

b) Medium increase

c) Low increase

d) No effect

(13) How many crates you display in the premise of your

outlet as a part of merchandising?
a) 2 to 4

b) 4 to 6

c) 6 to 8

d) more than 8

(14) PepsiCo sort out your problem withina) 1 to 2 days

b) 2 to 3 days

c) 3 to 4 days

d) more than 4 days

(15) Are you satisfied with the execution done by PepsiCo

at your outlet?
a) Yes

b) No

c) Cant say

78 | P a g e

PLANOGRAM

79 | P a g e

80 | P a g e