CHAPTERIZATION

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Chapter 1
Chapter one would be on Introduction which would cover the brief aspects about Rural Consumer behavior. The main theme of this chapter would include the aims and objectives of the research, the hypothesis which has been framed , purpose of the research and the future area of the research.

Chapter 2
The chapter two would be on executive summary which would draw theoretical underpinnings on the subject area of the research. This section would start with the basic concepts of role efficacy and role clarity and empirical evidences on the impact which rural consumer behavior.

Chapter 3
Chapter three would be on Research Methodology and Process which would cover the process which is adopted by the researcher for conducting the research. The entire research process along with choosing of the appropriate research design and sampling procedure would be specified in detail. The main purpose of this section would also be to specify about the various research tools and techniques which are used by the researcher in completing the research. Proper justification for the use of particular research technique would be provided as a part of the section. Lastly Limitations faced by the researcher while conducting the research would also be included.

Chapter 4
Chapter four would be on limitation which would cover broadly about the answers given by the respondents so that conclusions can be derived by the data collected.

Chapter 5
Chapter five would be on data findings and analysis which would cover broadly about the answers given by the respondents so that conclusions can be derived by the data collected.

Chapter 6
Chapter six would be on recommendation suggesation which would specify about the way the entire research was conducted and the end result of the same. The section would provide inputs with [2]

justification for researching the aims and objectives. The hypothesis which has been framed earlier would be tested as positive or negative. The conclusion of this section would be as to whether role clarity is more important than role efficacy or both the factors are dually important for the employees for performing their job well.

Chapter 7
Chapter sevan would be on questionnaire and which would cover broadly about the answers given by the respondents

Chapter 8
Chapter eight would be on bibliography which would cover broadly about the reference for the purpose of completing this marketing research report.

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INTRODUCTION OF THE TOPIC

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INTRODUCTION OF THE TOPIC

The Research report A study of Sales promotional stratgies at smv beverages (pepsico) pvt.ltd. Bhopal (M.P.) 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 PEPSI in the BHOPAL M.P. & Beverage Market. 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. SMV BAVARAGES PVT.LTD. BHOPAL is big distributor in madhya pradesh & chattisgarh as well as maintaing the sales promotional strategies in hole madhya pradesh reason with includes rural as well as urban areas.

Main motives of the research report: Find out the problem with customer & company in during the promotion of pepsi products. How to be increase profitibility in bhopal reason of beverages field. Improve the distribution channel. How should be beet the other brands of soft drink whatever present in the market. Remove the monopoly. How motivate the customer with pepsi brands. Sales man behaviour.

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There are all of the things we find out in the market and makes the stategy in the sales promotion by this team:Head of sales (Madhya Preadesh & Chattisgarh) - Mr. Madhu K.Nayar Terretorty development mannager Old Bhopal Mr. sohail Khan Terretorty development mannager New Bhopal Mr. S.P. Singh. Area development customer executive- Ms madhuri mishra. Customer executive- Mr. jitesh, Mr. vaibhav, Mr. deepak. Sales representative Mr. Anand kumar chaturvedi, Mr. Sandeep mishra. Mr. Deependra singh. Ms. Akanksha khare. Mr. kausal jain. Pre sales representative-Mr. Shive katare Mr. Rajnish Gupta Mr. Kirti pratap singh. ETC. Sales mam Mr. Bhaiyu singh. Mr. Raju khan Mr. kamlesh sahu Mr. Deepesh Raj

If we talk about what are the thinges helpfull in promotional activityFLAX BOARD GLOSHINE BOARD WALL PAINTING PRODUCTS SCHEEMS DAILY P.O.G VISI CHARGE ALTERNATE DAY VISIT CALL ETC.

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About sales activity strategy:SMV BEVERAGES PVT. LTD. BHOPAL is maitaining the sales promotion activites step by step. Let we will be discuss about 8 step sales call

1) 2) 3) 4) 5) 6) 7) 8)

PREPARATION. GREETING THE CUSTOMER. STOCK CHECK. MARCHENDISE. DETERMINING THE ORDER. PRESENTATION. CURBSIDE DEBRIEF. ADMINISTRATION.

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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, Pizzahut, KFC and Taco bell. The group is presently into three most profitable businesses namely, Beverages Snacks foods and Restaurants. The beverages segment primarily market it Pepsi diet, Pepsi Mountain Dew and other brands worldwide and 7UP outside the U.S.market. They are positioned in close competition with Coca Cola inc. of USA. The Snacks food divisions manufacture and distribute and markets others snacks worldwide. The restaurant segment primarily consists of the operations of the worldwide Pizza-Hut, Taco bell and KFC chains PFS, PepsiCos restaurant distribution 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 Cokes 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.

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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 probably the widest and deepest base in a world that is flooded with some 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.

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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 Pepsis 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 Pepsis 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 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. Pepsis 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 Pepsis beverage line up.

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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, Aquarian and a license agreement with Ocean Spray Juices.

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Organizational Structure

Chairman President Unit Manager TDM ADC Customer Executive Distributers A,B,C Route Agents Helper Customer Executive Distributers E,F Route Agents Helper

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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 Pepsis 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 Pepsis main emphasis is on this segment but they also have a focus on the 12 to 18 year old market. The rich deep blue coloring represents eternal youthfulness and openness. 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 in this category.

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PEPSI-COLA LOGOS
The Pepsi-Cola logo has changed many times over the years. Here's a chronological history of the various logos.

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Slogans and Logos

1898

Brad's Drink Exhilarating, Digestion Invigorating, Aids

1903 1906 1908 1915 1919 1920 1928 1929 1932 1933 1934 1938 1939 1943 1947

Original Pure Food Drink Delicious and Healthful For All Thirsts - Pepsi:Cola Pepsi:Cola - It makes you Scintillate Drink Pepsi:Cola - It Will Satisfy You Peps You Up! Here's Health! Sparkling, Delicious It's the Best Cola Drink Double Refreshing and Healthful Join the Swing to Pepsi Twice as Much for a Nickel Bigger Drink, Better Taste It's a Great American Custom Size

1949

Why Take Less When Pepsi's Best?

1950 1954 1958

More Bounce to the Ounce The Light Refreshment Refreshing Without Filling Be Sociable, Have a Pepsi

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1961 1963 1967 1969 1973 1976 1979 1981 1983 1984 1987 1989 1992 1993 1995 1997 1998 1999 2000 2003 2004

Now It's Pepsi for Those Who Think Young Come Alive! You're in the Pepsi Generation Taste that Beats the Others Cold, Pepsi Pours It On. You've Got a Lot to Live, Pepsi's Got a Lot to Give Join the Pepsi People Feelin' Free Have a Pepsi Day! Catch That Pepsi Take the Pepsi Challenge Pepsi's Got Your Taste for Life Pepsi Now! The Choice of a New Generation America's Choice A Generation Ahead Gotta Have It Be Young, Have Fun, Drink Pepsi Nothing Else is a Pepsi Generation Next Same Great Taste The Joy of Cola The Joy of Pepsi Spirit

Pepsi. It's the Cola

a2005 2013 [16]

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. Pepsis 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 mostrecognized advertising. New advertising and exciting promotions keep Pepsi-Cola brands young. The company manufactures and sells soft drink concentrate to Pepsi-Cola bottlers. The company also provides fountain beverage 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 Pepsis 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 todays 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. Some of these franchises are unwilling to support certain Pepsi products and at times produce their own private label products that are in direct 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). [17]

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 Cokes 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 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 worlds largest Companies. As far as market share is concerned Pepsi stands strong.

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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 worlds population." (PepsiCos annual report, 1999) This reflects that India holds a central position in Pepsis 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 three focus areas Soft drink concentrate, Snack foods and Vegetable and 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 operations. The government has approved more than US$ 400 million worth of investments of which over US$ 330 million have already flown in. One of PepsiCos 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- its got to be Pepsi. The advertisement 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 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 integrated operation in India viz. Manufacturing, Research & Development, Marketing, Distribution and Franchising- covering fruit/vegetable processing, Exports, Snack Foods & Beverages. In the mean time Pizza Hut and Frito Lays 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 players 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 [19]

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 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

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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 Thumps-up being its flagship brand. Other products offering by Parle included Limca & Gold spot, 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. PepsiCola 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. 1995: Pepsi-Cola lunched cans, having capacity of 330ml in various flavors 1996: Pepsi-Cola domestic and international operations combined into a Pepsi-Cola Company. International and domestic operations combined into one business unit called Fritolay Company.

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 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

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PEPSI-COLA PHRASES The Pepsi-Cola marketing phrase has also changed many times
1909-1939: 1939-1950: 1950-1963: 1953-1961: 1961-1963: 1963-1967: 1967-1969: 1969-1973: 1973-1975: 1975-1978: 1978-1981: 1981-1982: 1983-1983: 1984-1990: 1990- 1994: 1995- 2004 2004- now Delicious and Healthful Twice As Much For A Nickel Too The Light Refreshment Be Sociable Now It's Pepsi For Those Who Think Young Come Alive! You're In The Pepsi Generation Taste That Beats The Others Cold You've Got A Lot To Live, Pepsi's Got A Lot To Give Join The Pepsi People Feeling' Free Have A Pepsi Day Catch That Pepsi Spirit Pepsi's Got Your Taste For Life! Pepsi Now! Pepsi, The Choice Of A New Generation Pepsi nothing official about it Yeh dil mange more (Pepsi India) My Pepsi my world

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PEPSI BRANDS AND PACK PROFILE BRAND PACKS: The products are generally available in three kinds of packaging:

GLASS BOTTLES

DISPOSABLE CANS

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 PET JARS

FLAVOUR PACKS:

COLA (Carbonated Soft Drink):

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 PEPSI

MIRANDA ORANGE ORANGE:

MOUNTAIN DEW
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 7UP

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MANGO: SLICE MANGO

MINERAL WATER: AQUAFINA

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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 also became the first franchisee for Yum Restaurants International [formerly PepsiCo Restaurants (India) Private Limited] in India. It has exclusive franchise rights for Northern & Eastern India. It has total 27 Pizza Hut Restaurants under its company.

The group added another feather to its cap when the prestigious PepsiCo International Bottler of the Year award was presented to Mr. R. K. Jaipuria for the year 1998 at a glittering award ceremony at PepsiCos 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.

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OBJECTIVES OF STUDY

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OBJECTIVES
To study of hole promotional PVT.LTD.BHOPAL M.P. activity perform by SMV BEBERAGES

To Comparative study of the various brands, packs and flavors available in the market. To study about a particular territory sales in bhopal reasons. To study about the Management of the company. To study about whats are the promotional activity perform By HEAD OF SALES To Analysis of the strong and weak point of the competitors products and compare it with PEPSI. To assess the reach and feasibility of the product and give the output for further investment for enhancing the distribution network along with assessing the efficiency of the current distribution system. Assess the promotional measures in the context to the sales of 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 companys rules and policies which were quite material for the efficient and effective results and inferences to be drawn from the entire process. The market research was conducted in compliance of the given guidelines delivered to us expressly to achieve the given objectives, which were as under: 1. Profitability 2. Improvement 3 Sales 4. To satisfy the customers

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LOCATIONS OF BOTTLING PLANTS OF PEPSI IN INDIA

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SCOPE OF THE STUDY

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SCOPE OF THE STUDY

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.

The study covers all Consumers included both Rural and Urban.
The market research was conducted in compliance of the given guidelines.

where to access that knowledge and why it is important to know consumer.

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LITERATURE REVIEW

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LITERATURE REVIEW
SWOT Analysis The following point shows the internal and external factors affecting the market opportunities for PEPSICO. This SWOT analysis also shows PEPSICO internal strengths such as their experienced management team, a competitive product line, a global marketing realm, and the continuous efforts by their research and development to research trends in the industry and to be creative in exploiting those trends. Some possible opportunities noted in the SWOT analysis are the growing markets for specialized ethnic foods and healthier food products. Another opportunity is that the income of consumers is high enabling them to be less price sensitive, and convenience is becoming even more important not only to the United States but to many countries around the world. Although ITC has much strength, a few weaknesses lie in the fact that the company is so large and could possibly lose focus or have internal conflict problems. A few of the threats ITC must stay aware of are the ease of reliability of its product line, the almost pure competition in pricing for its products, and the quickness of technological advances causing existing products to be no longer the most advanced.

STRENGTHS Management Experienced, broad base of interests and knowledge Product Line Unique, tastes good, competitive price, and convenient Marketing Diverse and global awareness Personnel International, diverse positions International, diverse positions High sales revenue, high sale growth, large capital base Manufacturing Low costs and liabilities due to outsourcing of bottling Research & Development Continuous efforts to research trends an reinforce creativity Consumer/Social Huge market in the healthy products and growing market for specialized foods for ethnic groups Competitive Distinctive name, product and packaging in with regards to its markets Technological Internet promotion such as banner ads and keywords can increase their sales, and more computerized manufacturing and ordering processes can increase their efficiency [36]

WEAKNESSES Management Large size may lead to conflicting interests Product Line New one calorie products have no existing customer base, generic brands can make similar product cheaper Marketing May lose focus, may not be segmented enough Personnel Possible conflicts due to so many people, possible trouble staying focused Finance High expenses may have trouble balancing cash-flows of such a large operation. Research & Development May concentrate too much on existing products, intrapreneuralship may not be welcomed Consumer/Social More expensive products than Hull. Such a high price may limit lower income families from buying an ITC product Competitive Not entirely patentable, constant replicability by competitors Technological Computer breakdowns, viruses and hackers can reduce efficiency, and must constantly update products or other competitors will be more advanced Economic Very elastic demand, almost pure competition OPPORTUNITIES Expected 30% CAGR in organized market to result in better footfall and conversion rates. Entry into Tier 2 and Tier 3 cities. Collaboration with foreign players because of a national brand. An opportunity to diversify its operations in e-retailing. As big company of India can go globally. THREATS Employee shortage and attrition due to rapid growth in the whole market. Impact of slowdown in consumer spends to be felt in FMCG & BEVERAGES market. Opening up of economy for free entry of foreign players.

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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 investment on account of increasing the routes and starting new routes and promotional measures on those routes to increase its market share in BHOPAL M.P.. 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 BHOPAL M.P. 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 BHOPAL M.P. and had to be incorporated in the project in accordance to the companies policies.

Objectives of Retail Mapping:

Segregating entire BHOPAL M.P. for Strong Area Programme and Weak Area Programme i.e., SAP and WAP. Assessment of retailers performance. Assessment of the level of promotional measures required for increasing market share of PEPSI. Collection of required information for making investment decisions for the enhancement of existing routes and opportunities for new routes in existing market as well as exploring new market. Classification of all retail outlets in BHOPAL M.P. 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 predefined format, which was further reviewed by the Marketing Development 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 was on segregating the market for Strong Area Programme and Weak Area Programme.

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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 BHOPAL M.P. 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, convenes, 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 the area of serious concern for the company

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RESEARCH METHODOLOGY

RESEARCH METHODOLOGY
OBJECTIVE OF RESEAECH:[40]

The Main objective of research in this project was to get the detailed analysis of the market position and sales promotion of the SMV BEVERAGES PVT.LTD (PEPSICO) Bhopal Madhya Pradesh.

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-Cola during the summer period in the period in the year 20013 in Bhopal M.P. districts and Its rural area and urban area, distributed via direct and indirect routes. What were the factors responsible for this level of penetration?

Research methodology is a way to systematically solve the research problem, it not only takes the research methods but also consider the logic behind the methods. The study of research methodology for developing the project gives us the necessary training in gathering materials and arranging them, participation in the field work when required, and provides training in techniques for the collection of data appropriate to particular problems. RESEARCH PROBLEMS:- Consumers preference about different branded and non branded Consumer goods especially with BEVERAGES .
RESEARCH METHODOLOGY This section would display the research process adopted by the research in approaching towards the aims and objectives. Use of specific tools put to use has been justified in the section step by step. The chapter would clearly showcase the approach used in completing the research activity.

RESEARCH
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Before discussing the research literature it is important to know that what research exactly is. Research is derived from the Latin word which means to know. In other words, research means to re-search. Searching for information and presenting it is the job of the researcher. I will conduct this entire research in the area of role efficacy and role clarity in employees. Firstly my research will be problem solving and systematic. Secondly it will have logic and flow that others can easily understand the main theme of the research. It will be based on facts, so that decision making and conclusions can be derived from the information collected. It will be reductive so that the smaller sample area can be investigated and can be generalized to a larger set of population. Lastly it will be replicable so that others test it or carry out other analysis.

To summarize research is the organized and systematic procedure of finding solutions to the problems.

RESEARCH PROCESS

FORMULATING OBJECTIVES OF RESEARCH STUDY LITERATURE REVIEW FORMULATE HYPOTHESIS

DESIGN METHOD OF DATA COLLECTION SELECTING SAMPLE

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COLLECTION OF DATA

PROCESSING AND ANALYSIS OF DATA

A literature

INTERPRET AND REPORT

Combination

of

surveys, discussion with

experts, primary data collection & secondary data collection has been done. My project is to find out and meet the exporters of automotive components of small and medium enterprises, their logistic requirements and expectations. Are logistic companies able to meet the needs and expectations of its customers? I got the knowledge of Logistics Industry through continuous interaction with my Industry guide and by keeping myself updated through magazines, internet, and a regular touch with the staff of the company. Hypotheses: Hypothesis-1: Logistics needs of exporters are directly proportional to the key services (i.e. price, time cycle, personalized services, timely information, flexibility and network, trace and track) provided by logistics service providers. Hypothesis-2: Logistic companies are able to meet the needs and expectations of its customers. Literature surveys Books and journals have been used to find out the different exporters in the Delhi & NCR region. Access to the net was also a valuable source for data collection. It helped me in finding out the locations where most of the exporters are located. E.g. Noida (N.S.E.Z) and Gurgaon (Udhyog Vihar) and other small locations where the small exporters are located.

Interaction with sector experts

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Interaction and discussion has been done with the core experts of the sectors like export houses, with my industry guide, and with the various indispensable members of the organization.

Research Design: The Research design followed is descriptive research design as the research done for the project focuses on describing the functions and characteristics of the problem, it also focuses on the factors like why, what, when, how long etc; if further classified then it is the single cross-sectional study which includes combination of literature surveys, discussion with experts, agencies and primary data collection analysis and secondary data only once from the sample size, as my project focuses on identifying the logistics needs of Exporters/export houses of automotive components. My study aims to identify all the factors which influence the logistics needs of exporters.

Sample Design The project required the understanding of logistics Industry and identifying the logistics needs of exporters. The sampling design done was convenient sampling. After getting the concepts, norms and procedures of logistics Industry, I was confident enough to go to Export houses/buying houses with an appointment. The size of the sample taken for conducting research is 100. It excludes the people interviewed like CHS(customs) and other agencies.

Data collection Data collection has been done in both ways, primary & secondary. Primary data collection:

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Primary data collection has been done in form of questionnaires, direct interaction & discussion with the exporters or supply chain executives in the export houses. The sample size taken is 100. Secondary data collection: Details of logistics needs of exporters and mode of shipment for export had been taken from internet and from office files. Magazines also proved a good source of data for my project. My industry guide and the staff of the branch were very supportive and were a good source of the secondary data collections. A frequent meeting with the staff of DHL and Fed Ex gave me a good idea about the factors which influence the logistics needs of exporters.

METHODS OF DATA
[45] COLLECTION

PRIMARY SOURCE

SECONDARY SOURCE

Questionnaire

Observations

Interviewing

Documents

Mailed Questionnaire

Participants

Structured

-Govt. Publications -Earlier research

Collective Questionnaire

Non-Participants

Unstructured

-Personal Records -Service Records

SECONDARY DATA COLLECTION

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Secondary data is the form of data which is already present in the market and was collected by some other persons for some different purpose. Any form of data which is collected and used immediately becomes secondary data for others. For example researchers carry our research which is primary but for the students academicians this later becomes secondary which we then refer in journals and magazines. This type of data has more to be with past rather than the present since it is historical in nature. In simple words secondary from of data is any form of data which is present in the universe and is collected by someone else for some other purpose.

ADVANTAGES OF SECONDARY DATA The main advantage of using secondary form of data is that it is easy to collect. Secondly the time involved is relatively less than the primary data. Similarly the efforts in collecting the secondary data are less than in collecting the primary data. Secondary data can be available to the researcher from multiple modes and source vis--vis primary data collection. DISADVANTAGES OF SECONDARY DATA However there are few disadvantages which secondary data has. 1. The data which is available might not purely satisfy the needs of the researcher since this data was collected by someone else for some other purpose.

2. If there is any error in that secondary data it could carry the same for the researcher as well. Thus trusting the authenticity of data is very important before using it.

SOURCES OF COLLECTING SECONDARY DATA

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Some of the common sources of collecting secondary data are with the help of journals, magazines, newspaper articles, books, periodicals, annual reports, company circulars, libraries, e-libraries, search engines etc. JUSTIFICATION- SECONDARY DATA The researcher would purely be using secondary sources of data for collecting the information. The previous records and circulars of the organization are very helpful in collecting the information related to the role clarity and role efficacy. SAMPLING The main decision which the researcher has to decide is to whether go for census or sample research. Census means each and every element which forms the part of the research will be investigated and sample means few elements which represent the entire research area will be investigated. Practically it is not possible to conduct a census since it is time consuming and by the time each and every element is investigated which helps to reach the conclusion. Sample is where certain elements are studied which forms a representative of all the other elements.

The process of sampling means to identify and select certain elements which would represent the entire population under study. The main rationale behind choosing samples is so that they would represent the similar characteristics of the entire population set. The main advantage of using sampling is so that it can save a lot of time and efforts on the part of the research and yet help to generalize the findings for the entire set.

Sampling methods are classified as either 1) Probability Sampling 2) Non-probability Sampling

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1) In probability samples, each member of the population has a known-zero probability of being selected. Probability methods include random sampling, systematic sampling, and stratified sampling. The advantage of probability sampling is that sampling error can be calculated. Sampling error is the degree to which a sample might differ from the population. When inferring to the population, results are reported plus or minus the sampling error.
1) In non-probability sampling, members are selected from the population in some non-

random manner. These include convenience sampling, judgment sampling, quota sampling, and snowball sampling. In non-probability sampling, the degree to which the sample differs from the population remains unknown Random sampling It is the purest form of probability sampling. Each member of the population has an equal and known chance of being selected. When there are very large populations, it is often difficult or impossible to identify every member of the population, so the pool of available subjects becomes biased.

Systematic sampling It is often used instead of random sampling. It is also called an nth name selection technique. After the required sample size has been calculated, every nth record is selected from a list of population members. As long as the list does not contain any hidden order, this sampling method is as good as the random sampling method. Its only advantage over the random sampling technique is simplicity. Systematic sampling is frequently used to select a specified number of records from a computer file. Stratified sampling It is commonly used probability method that is superior to random sampling because it reduces sampling error. A stratum is a subset of the population that shares at least one common characteristic. The researcher first identifies the relevant stratums and their actual
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representation in the population. Random sampling is then used to select subjects from each stratum until the number of subjects in that stratum is proportional to its frequency in the population. Stratified sampling is often used when one or more of the stratums in the population have a low incidence relative to the other stratums. Convenience sampling It is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient. This non-probability method is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time required to select a random sample. Judgment sampling It is a common non-probability method. The researcher selects the sample based on judgment. This is usually and extension of convenience sampling. For example, a researcher may decide to draw the entire sample from one "representative" city, even though the population includes all cities. When using this method, the researcher must be confident that the chosen sample is truly representative of the entire population. Quota sampling It is the non-probability equivalent of stratified sampling. Like stratified sampling, the researcher first identifies the stratums and their proportions as they are represented in the population. Then convenience or judgment sampling is used to select the required number of subjects from each stratum. This differs from stratified sampling, where the stratums are filled by random sampling. Snowball sampling It is a special non-probability method used when the desired sample characteristic is rare. It may be extremely difficult or cost prohibitive to locate respondents in these situations. Snowball sampling relies on referrals from initial subjects to generate additional subjects. While this technique can dramatically lower search costs, it comes at the expense of introducing bias because the technique itself reduces the likelihood that the sample will represent a good cross section from the population
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STEPS IN SAMPLING PROCESS Defining the target population Target population: for this research, the target population is all the workers and employees working in the organization. Defining the sampling frame Sampling frame: for this research the sampling frame covers the large and medium sized organizations where the employees and workers are working on the regular basis. Techniques of sampling There are two important techniques of sampling i.e. Probability sampling technique and Non Probability sampling technique. Probability sampling technique The researcher would not be using probability sampling technique since the employees and workers level in the different organizations is very high. Secondly it would be very time consuming to list down each and every employee working in the organizations.

Non Probability sampling technique The researcher would be using non probability sample technique for this research wherein the sample would be chosen purely on the basis of convenience rather than any form of statistical tool involved in it. The main advantage of convenience sampling is that the researcher can select the employees on the basis of easy availability and according to their own convenience.

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RESEARCH METHODOLOGY:- Exploratory method. SAMPLE METHODS:- Random simple sampling SAMPLE SIZE:- 100 SOURCES OF DATA: PRIMARY DATA: - Questionnaire SECONDARY DATA:-Internet, Books, Prior Reports. SAMPLE While deciding about the sample of research, it is required from the Researchers point to pay attention to these under mentioned points:

a) Sample Units: A decision has to be taken concerning a sampling unit before

selecting a sample, sampling unit may be a geographical one such as state, district, village etc. so in this research sampling unit is MALERKOTLA area.

b) Source of Data: Data required for the study was collected through primary
sources i.e. market survey and secondary source.

c) Sampling Size: This refers to the no. of items to be selected from the
universe to constitute a sample. This is a major problem before the researcher. The size of sample should neither be excessively large not too small, it should be optimum. This size of population must be kept in view for this also limits the sample size. Sample size in this research is 40.

INSTRUMENTS USED
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Primary data collected through sample survey from the selected elements retailer or regular customer or wholesalers. So for this purpose I have most popular tool of primary
data collection through direct communication with respondents. The tools I used are questionnaire.

METHOD OF DATA COLLECTION

Actually data is of two kinds which are followinga) Primary Data: primary data are those, which are afresh and for the first time and this happen to be original in character. b) Secondary Data: secondary data are those data which have already been collected by someone else and which have already been used as per required. There are basically two sources to collect secondary data a) Internally: provided by company/organization b) Externally: various publication of central, state and local government. Books, magazines, newspapers Internet

After only keeping in mind one can think about what type of data has to be collected during research as our research is concerned I have to gather primary data for customer preference or retailers.

RESEARCH INSTRUMENTS: QUESTIONNAIRE DESIGN:

As the questionnaire is self administered one, the survey is kept simple and user friendly. Words used in questionnaire are readily understandable to all respondent. I have made the questionnaire in which questions are according to the research and these are convenience for the respondent.

The five phases into which the project was divided were:
A. B. C. D. Route Riding Retail Tracking Corporate Tracking Analysis of finding and observations
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E. Segregating BHOPAL M.P. for WAP and SAP

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 product preference and evaluation of sales forecast in the new and underdeveloped 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 BHOPAL M.P. 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.

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A. ROUTE RIDING :
The Beverage Industry or to be more specific, the Soft Drinks Industry has one of the most active network in term of its production, supply, distribution, marketing, consumption and also personal relations at the very second level of its distribution network. That is the reason why it is sometimes said to be Very Fast Moving Consumer 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 an in depth knowledge of the merchandising and processing 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 market and the market share and growth potential of each 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 twenty days in which we had 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, accompanied by the Route Agent (Ras). The RAs 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. se targets the RAs was

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VISI PURITY

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The routes were allocated on the basis of individual areas and the demand of the product in that particular area. The RAs been responsible for the accomplishment of their sales target on their routes and was given incentives on achieving the targets. Not only this, the RAs also had the responsibility of moving the flavors and packs in proportion along with the proper display of the products for proper visibility and arrangement of products in brand order along with VISI purity. The RAs had the responsibility of setting up Monopoly PEPSI Sales Counters where no products except that of PEPSI would be available amongst the soft drinks and especially of Coca Cola. These monopoly sales counters enjoyed special benefits in terms of discounts, schemes, VISIs (fridges), display boards, glow signboards, wall paintings, banners, posters and other incentives The RAs had to achieve their sales target and surrender the daily sales proceeds with the concerned Customer Executives along with the route planner and billing materials and gate pass along with the details of sales on their route.

The entire activities of the RAs was controlled by the Customer Executives, who also assisted the RAs in achieving their targets and were in charge of the sales performance in their assigned areas. A Customer Executive had nine to ten RAs 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 RAs 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. Inquiring about the satisfaction of the retailers in terms of sales of PEPSI products, schemes, discounts, combo offers, and the benefits of promotional activities. Inquiring about the satisfaction by the current distribution network in context to product availability of all flavors packs or individual flavors according to demand of customers, rates billings.

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Inquiring about the behavior and merchandising of RAs in accordance with the companies regulations and record complaints against RAs, company or products, if any. Inquire about the performance of various brands and flavors packs and customers 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, VISIs, 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.

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LIMITATIONS

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LIMITATIONS The retailers in many cases reluctant to answered many questions.

The respondents may be biased on influenced by some other factors.

Time and money were the greatest limitation in carrying out the survey.

A number of retailers (pan-shop) being illiterate, it took us lot of 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.

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DATA ANALYSIS AND INTERPRETATIONS

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Q.1 Are you happy with the distribution of PEPSI?

Chart Title
60 40 Series1 20 0

Interpretation:- By the above graph I can say that 65% of retailers are happy with the
distribution of Pepsi & 35% of retailers are unhappy from the distribution of pepsi product.

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Q.2 The PEPSI route vehicle comes to you first or COKE comes first?

Chart Title

THE SALESMAN 40%

THE DISRTRIBUTOR 60%

Interpretation :- If we talk about distribution of pepsi & cock so in Bhopal region, pepsi have a strong channel compare to coke that why we can say that pepsi is the owner of retail out let and cock is 15 owhner of retail outlet.

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Q,3-Do you get every S.K.U. pack wise on demand?

70 60 60 50 40 40 30 20 10 0 1

Interpretation :- During research i saw that pepsi s.k.u demand on 70 outlet owners by sales
executive of smv beverages .

Q.4How many calls you want per day/week?

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120 100 80 60 40 20 0 Series1 Series2

Interpretation:- The main reason of ratio of 50& 50 because some outlet in core & some
outlet in main so PSR & ce has visited on daily in A & alternate in core .

Q.5Do you get the product on emergency phone call?

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40%

60%

Interpretation:- pepsi agent givr the product on emergency phone call 70 people says yes &
30 of No .

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Q.6Are they offer you company schemes properly or not?

10

20

30

40

50

60

70

Interpretation:- We find that 90 retail outlet owhner says that pepsico agents time to time gives the information regarding product and price schemes.

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Q.7what is your opinion about our present distributor?

OPINION OF PRESENT DISTRIBUTOR

30%

70%

Interpretation:- My opinion about present distributor 70 people are satisfy &30 people are
quite satisfy in Bhopal unit.

8what are your suggestions to improve the distribution:[68]

Series1

10

20

30

40

50

60

70

Intrpretation:- If I talk about improvement in pepsi distribution so according to my view 60

peoples says of distributor & 40 people of the says sales man .

9 Which companys VISI you have?

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70 60 50 40 30 20 10 0

Interpretation:- we find during the market research 70 retail outlet owners have the pepsi VISI & 30 of cock VISI .

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Q.10 Is Pepsi providing right service or not?

80 60 40 20 0 YES NO

Interpretation:- Bhopal region outlet owner says that pepsi service is to good compaire to cock & 80 retail outlet says yes & 20 retail outlet no in this about.

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FINDINGS AND CONCLUSIONS

FINDINGS:-

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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 have been listed below: Soft drink businesss 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.

The most important and satisfying observation was that, PEPSI had approximately 64% market share in the soft drinks market in BHOPAL M.P. 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 BHOPAL M.P. and the major 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 offering better schemes, discounts, display materials such as VISIs, 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 incentives information to the retailers, which is one of the reasons for the dissatisfaction of retailers.

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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 PEPSI. 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 corporate 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.

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CONCLUSIONS:The business of Soft Drink industry is significantly based upon the impulse buying, so it is very necessary to Merchandise products of PEPSI 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, PEPSI has a strong position in BHOPAL M.P. with the support of its efficient distribution network, aggressive marketing efforts and advertisements along with attractive schemes but there still exists potential market in Bhopal M.P. 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 the area under consideration.

Soft drink businesss behavior is not governed 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 PEPSI. Public relation is also critically important in this industry.

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SUGGESTIONS AND RECOMMENDATIONS

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SUGGESTIONS AND RECOMMENDATIONS :The Project Retail Mapping was concerned only with providing the organization with all the necessary information required to strengthen the position of PEPSI in BHOPAL M.P. in the form of reports incorporating all information in an analyzed 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. Activities of sub dealers and super stockiest should be controlled and checked in order to ensure fair prices and distribution of schemes and incentives to small retailers to avoid discontent among smallholdings and outlets.

Every possible step should be taken for the satisfaction of the retailers, as they are the most important supplement to the sales promotion measures and nationwide advertising campaigns of the company in context of boosting the sales and enhancement of the brand image of PEPSI. The operations of the bottling plants of the surrounding territories should be controlled in order to ensure that they do not supply the product in other territories not under their area of operation.

The company should modify its advertising strategy and educate the customers about its ageold existence and enhance its brand image. This will appeal to the target customers of middle and older age groups apart from the younger generation in which PEPSI 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 this high volume market.

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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 companys reputation are at stake.

There is a great market of soda (1 Lit.) but the supply of this pack is very poor, so the supply should be made possible quickly.

Quality of PET bottle should be improved so that most problems 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 to the retailers 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.

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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.

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ANNEXURE
QUESTIONNAIRE

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QUESTIONNAIRE
Q.1 Are you happy with the distribution of PEPSI? a) Yes b) No

Q.2The PEPSI route vehicle comes to you first or COKE comes first? a) Pepsi b) Cock

Q.3 Do you get every S.K.U. pack wise on demand? a) Yes b) No

Q.4How many calls you want per day/week? a) More then 5 b) Less then 5

Q.5Do you get the product on emergency phone call? a) Yes b) No

Q.6Are they offer you company schemes properly or not? a) Yes b) No

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Q.7what is your opinion about our present distributor? a) very satisfied b) quite satisfied

Q.8what are your suggestions to improve the distribution:a) The distributor b) The salesman

Q.9 Which companys VISI you have? a)pepsi b)cock

Q.10 Is Pepsi providing right service or not? a)Yes b) No

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BIBLIOGRAPHY

BOOKS REFERRED Kotler philip Marketing Management Pearson education singapore 12th Edition 2006 Gary armstrong, Marketing of principle Pearson education-11th edition Kothari C.R.- Research Methodology New age publisher(DELHI)-2nd revised edition 2004 reprint 2008

MAGAZINES: Advertising Management Business India Business Today Business World

WEBSITE: www.pepsiworld.com www.pepsico.com www.google.com

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