Chapter - 1: Introduction of Ceo of Pepsi Co .LTD Global Scenario of Pepsi Introduction To The Company

Chapter - 1
INTRODUCTION
INTRODUCTION OF CEO OF PEPSI CO .LTD
GLOBAL SCENARIO OF PEPSI
INTRODUCTION TO THE COMPANY
SWOT ANALYSIS
OBJECTIVES
NEED OF THE STUDY
CHANDIGARH GROUP OF COLLEGES Page 1

Indra Krishnamurthy Nooyi (born 28 October 1955) is a Indian-American business
executive and the Chairman and Chief Executive Officer of PepsiCo, the second largest food
and beverage business in the world by net revenue. According to Forbes, she is consistently
ranked among World's 100 Most Powerful Women
Early life and career
Nooyi was born in Madras, Tamil Nadu, India. She was educated at Holy Angels Anglo
Indian Higher Secondary School in Madras. She received a Bachelor's degree in Physics,
Chemistry and Mathematics from Madras Christian College in 1974 and a Post Graduate
Diploma in Management (MBA) from Indian Institute of Management Calcutta in 1976.
Beginning her career in India, Nooyi held product manager positions at Johnson & Johnson
and textile firm MetturBeardsell. She was admitted to Yale School of Management in 1978
and earned a Master's degree in Public and Private Management. While at Yale, she
completed her summer internship with Booz Allen Hamilton. Graduating in 1980, Nooyi
joined the Boston Consulting Group (BCG), and then held strategy positions at Motorola and
Asea Brown Boveri.

PepsiCo executive
Nooyi joined PepsiCo in 1994 and was named president and CFO in 2001. Nooyi has
directed the company's global strategy for more than a decade and led PepsiCo's
restructuring, including the 1997 divestiture of its restaurants into Tricon, now known as
Brands. Nooyi also took the lead in the acquisition of Tropicana in 1998, and merger with
Quaker Oats Company, which also brought Gatorade to PepsiCo. In 2007 she became the
fifth CEO in PepsiCo's 44-year history.
According to BusinessWeek, since she started as CFO in 2000, the company's annual
revenues have risen 72%, while net profit more than doubled, to $5.6 billion in 2006.
Nooyi was named on Wall Street Journal's list of 50 women to watch in 2007 and 2008, and
was listed among Time's 100 Most Influential People in The World in 2007 and 2008. Forbes
named her the #3 most powerful woman in 2008. Fortune ranked her the #1 most powerful
woman in business in 2009 and 2010. On the 7th of October 2010 Forbes magazine ranked
her the 6th most powerful woman in the world.
Compensation
While CEO of PepsiCo in 2011, Nooyi earned a total compensation of $17 million which
included a base salary of $1.6 million, a cash bonus of $2.5 million, pension value and
deferred compensation was $3 million.
Honors, awards and international recognition
Forbes magazine ranked Nooyi fourth on the 2008 and 2009 list of The World's 100 Most
Powerful Women. Fortune magazine has named Nooyi number one on its annual ranking of
Most Powerful Women in business for 2006, 2007, 2008, 2009 and 2010. In 2008, Nooyi was
named one of America's Best Leaders by U.S. News & World Report. In 2008, she was
elected to the Fellowship of the American Academy of Arts and Sciences.
In January 2008, Nooyi was elected Chairwoman of the US-India Business Council (USIBC).
Nooyi leads USIBC's Board of Directors, an assembly of more than 60 senior executives
representing a cross-section of American industry.
Nooyi has been named 2009 CEO of the Year by Global Supply Chain Leaders Group.
In 2009, Nooyi was considered one of "The TopGun CEOs" by Brendan Wood International,
an advisory agency. In 2010 she was named #1 on Fortune's list of the "50 Most Powerful
Women" and #6 on Forbes' list of the "World's 100 Most Powerful Women".After five years
on top, PepsiCo's Indian American chairman and CEO IndraNooyi has been pushed to the
second spot as most powerful woman in US business by Kraft's CEO, Irene Rosenfeld.
Nooyi was named to Institutional Investor's Best CEOs list in the All-America Executive
Team Survey in 2008 to 2011

GLOBAL SCENARIO OF PEPSI
The project highlighted that the companies that will prosper will be those that have prepared
for future challenges - like water scarcity, climate change and obesity – and, critically, those
that are actively helping to overcome these challenges now.
One outcome of the Scenarios and Strategy work is that PepsiCo is building a team to focus
on sustainable agriculture, so it can mitigate the risks that climate and water crises pose to its
supply chains, now and in the future. The project work has also contributed to the
development of new strategies for the business on the environment and health and wellness.
Indra Nooyi, Chairman and CEO, PepsiCo said:
“PepsiCo's commitment to sustainability is about an idea of the company which focuses

on the long-term, as our Scenarios 2030 project has shown us. We cannot contribute
properly to finding an end to the climate crisis until we bring environmental and social
governance into our long-term business strategies/decisions. It’s not all about the risks,
but also about the opportunities.”
The scenarios were developed specially for PepsiCo and were based on extensive desk
research, a series of workshops and over 100 interviews on possible future environment and
health trends. The interviewees ranged from senior executives at PepsiCo, including
Chairman and CEO Indra Nooyi, to external experts like Gro Harlem Brundtland, the former
Prime Minister of Norway and ex-Director General of the World Health Organisation. We
also held a number of implications workshops in the US, India, China, Latin America and
Europe.
This work is seen as a critical piece of strategic thinking for the business. Robert Schasel,
Director of Energy & Resource Conservation at PepsiCo, who commissioned the work said:
“I can't express strongly enough my sincere appreciation and gratitude for the work that the
Forum team has done on this project. The incredible amount that we have achieved in such a
short time is truly amazing. The workshops were all very professionally run and highly
engaging.

We've created a snowball within the organisation and we've reached globally like no other
project I've seen. I am absolutely overjoyed at the results we've achieved to date, and I'm
very much looking forward to the next steps.”
Derek Yach, Senior Vice President, Global Health Policy, PepsiCo said:
“Issues like climate change, hunger and obesity and changing agricultural supply chains
all have a strategic impact on our business. The Scenarios and Strategy 2030, with
Forum For The Future was a professional and inspiring process that enable us to
identify risks and opportunities that will impact the core business today and in the
future. As a result PepsiCo will be better prepared and stronger as a company.”
Dan Bena, Senior Director, Sustainable Development PepsiCo, said:
“I could not be more thrilled with our experience with Forum. It was the first time at
PepsiCo that we have taken such a formalized and rigorous long-term view of our
business risks and opportunities.
Forum helped us see what we knew in our heart...that the magnitude of the global crises
we face cannot be solved in the short-term. Similarly, companies that will be successful
in 20 years are those who recognize and respect the long term trends, and who are
nimble enough to address them.
The design and activation of Forum's process is, in a word, comprehensive. They leave
no stone unturned during their expert interviews, desk research, and field validation.
We now think strategically, LONG term, thanks to Forum.”

INTRODUCTION TO THE COMPANY
A) NAME OF THE UNIT
JAI BEVERAGES PVT. LTD
B) LOCATION/ ADDRESS OF THE UNIT
Sidco Industrial Complex, Ismailpur Road,
Bari Brahmana, Jammu-181133
Phones: 220284,221384 Fax: 01923-20183-20184
E-mail:jbpl@nde.vsnl.net.in
Website: www.jaibeverages.com
Regd. Office:52, Jan path, New Delhi-110001
Phones: 3321098, 3353625, Fax: 3324769

HISTORY OF THE UNIT AND PRESENT POSITION
The year was 1999 and Pepsi Company in India was very eager to improve its extremely
poor market share(less than 3% in the state of Jammu and Kashmir).
That was when it approached the soft drink maestros of India- the Jaipuria family, C.K
Jaipuria in particulars, for starting a plant in J&K in spite of all the odds, the non-inductive
climate in the state for a new business venture, he took a bold step and went ahead with
accepting the challenge and taking the franchise in the name of his elder son-Mr. Anurag
Jaipuria, and Jai Beverages Pvt. Ltd. Was born. From the day of the decision to this day in
2007, there has been no looking back. In this short span of time, the company has been
formed, sprawling compound of erstwhile M/S HINUSTAN LEVERS LTD. Taken over from a
supportive SIDCO, a prestigious unit in J&K, after an initial investment of Rs. 27.1 crores,
has been established with full backing of the ministry of Industries (J&K govt.) and an ultra-
modern plant which releases all the effluent water after full treatment at a very reasonable,
and much under the pollution boards max acceptable BOD and COD levels. In fact, work is
on to stop all the treated effluent going out and instead to utilize this water internally for
horticulture. In the other words, the water is being put back in to the earth to retain the water
table. Further, work has been done to grow more trees within the premises, in the line with
the universal endeavor of making the earth green. With coming of this prestigious plant,
there has been an upsurge in the economy of the people of the area in particular, and the
state in general. The direct, and indirect employment generated by the unit has already
surpassed a figure of 650 and is growing steadily. The excise deposited to the govt.
exchequer has already crossed an amount of Rs. 361 lakhs, and is again growing. The once
semi deserted main road of the industrial Complex has become very busy and would soon
be required to be widened. In short, coming of the Jai beverages pvt. Ltd. Into the state of
J&K and surely made a big mark into the industrialization of the state with many big
industrial houses watching eagerly the outcome of this prestigious unit.
Jai beverages pvt. Ltd. is a part of diversified Jaipuria group being the major franchise of the
Pepsi in India. The group has 22 Pepsi’s bottling plant in India and Nepal. The new
beverages plant having state of art machinery from Krones, KHS, O&H, Gaulin & Magplast
among the international industrial giants and Hildon, Tula IDMS etc. among the Indian
manufacturers. The fully automatic plant is being run by team of professionals who have
already made a mark for themselves by creating history in the international Pepsi system by
achieving the gold medal in the first year of operations from over 400 plants worldwide.
D) COMPANY’S VISION
“To be the best consumer products company in the eyes of our suppliers, customers,
Consumers, employees and stake-holders.

SWOT ANALYSIS
Strengths
a. Strong Market Position
b. Solid Brand Portfolio
c. Strong and Effective Advertising
d. Filtered Water instead of Spring Water makes the production, logistics, and
profit margins a lot greater on their bottled water sales(Aquafina)
Weaknesses
a. Health Craze will hurt soft drink sales.
b. A huge lobby against soft drink industry led by leaders like Baba Ramdev
will hurt as these leaders have a huge fan following in the country.
Opportunities
a. Acquisitions & alliances
b. Bottled water growth
Threats
a. Sluggish growth of carbonated drinks
b. Coca-Cola & other smaller, more nimble operators
c. Commodity price increases, fluctuating oil prices effect production and

distribution (gas, plastic)
d. Increasing health concerns over carbonated drinks

Objectives
 To know and compare the merchandising of

PepsiCo and Coca-Cola in retail outlets in JAMMU.
 To know perception of retailers regarding PepsiCo and Coca-

Cola in JAMMU
 To know the satisfaction level of retailers regarding PepsiCo and

Coca-Cola in JAMMU.
Need of the study

 To find out the number of reasons why Pepsi have only
30% share in Jammu and Coke has 70%

CHAPTER 2
REVIEW LITERATURE

1-A study of factors responsible for brand preference in fmcg sector”
The purpose of this paper is the study of factors responsible for brand preference
in fmcg products, increasing competition, more due to globalization, is
motivating many companies to base their strategies almost entirely on building
brands. Brand preference means to compare the different brands and opt for the
most preferred brand. This brand preference is influenced by various factors .According
to this study many factors were find out for preferring a brand like Brand persona Brand
constancy Brand loftiness Brand value .In the identification of factors affecting the brand
preference, it was concluded that brand persona is the most effective factor that affects the
brand preference. This brand persona deals with the personality aspect s or the
external attributes of brand, thus it can be said that consumer prefer any brand by
looking at the external attributes of a brand.
- journal of ims vol 5 no.1, jan-june 2008
2-Colour and flavour rule consumer preferences: Study

The intensity of colour and the flavour are the key drivers behind consumer a c c e p t a n c e
o f b e v e r a g e s , s a y s a n e w s t u d y i n v o l v i n g D A N O N E . B u t packaging
and labeling are not as important for winning over consumers ,according to findings
published in the journal Food Quality and Preference ,T h e s t u d y i n v o l v e d c o n s u m e r s
a t d i f f e r e n t s t a g e s o f d e v e l o p m e n t a n d highlights the importance of adopting a
“sensory marketing approach,” said the researchers from French research organization
Adriant, the University of Rennes 1, DANONE R&D, and Institute Paul Bocuse.
“Companies need to continuously innovate to maintain market leadership,” wrote

the researchers. “When the market is overloaded the challenge consists in creating
innovative products able to attract and satisfy consumers.” “This experiment showed the
feasibility of the proposed multi-sensory design method based on mixed qualitative and
quantitative approaches.” The study also demonstrates the importance
of flavour andcolour selection for new products .T h e g l o b a l f l a v o u r s m a r k e t w a s
b e e n v a l u e d a t s o m e U S $ 1 8 b n i n 2 0 0 6 ( B u s i n e s s Insights). Meanwhile, the
value of the international colourings market was estimated at a r o u n d $ 1 . 1 5 b n
in 2007 (€731m), up 2.5 per cent from $1.07bn (680m) in 2004,
according to Leatherhead Food International (LFI). Natural

colors now make up 31 per cent of the colourings market, compared with 40 per
cent for synthetics, according to LFI.
Bombarding the senses
By choosing to formulate a new beverage, the researchers noted that the new
product would need to be differentiated by improving the sensory characteristics .F o u r
factors were identified for the formulation: four colour
i n t e n s i t i e s ) , t h r e e f l a v o r i n g s , t w o l a b e l t yp e s ( s o f t v e r s u s h a r d ) , a n d
t w o p a c k s i z e s ( s t a n d a r d v e r s u s oversize). By using both quantitative
(hedonic testing) and qualitative (focus groups ) a p p r o a c h e s , t h e
researchers found that “the main factors which drive
c o n s u m e r preference for this concept are colour intensity and flavoring”. Indeed, colour
intensity accounted for 43 per cent and flavour 32 per cent of the consumers’ overall liking.
“Pack s i z e a n d l a b e l t yp e a r e t a k e n i n t o a c c o u n t b y t h e c o n s u m e r t o a
l e s s e r e x t e n t , ” t h e y added. “This methodology of a qualitative screening associated to a
conjoint analysis on relevant sensory attributes has shown good performances to fit
consumers’ expectation: it has now to be reproduced, as every brand, concept and
product is a unique combination designed for a specific consumer group,” concluded the
researchers
Source: Food Quality and Preference Volume 19, Issue 8, Pages 719-726By Stephen
Daniels, 07-Oct-2008
3 Taste or health: A study on consumer acceptance of cola drinks

This study examined the relative contributions of taste and health
c o n s i d e r a t i o n s o n consumer liking and purchase intent of cola drinks. Eight types of
commercial cola drinks were evaluated by 305 adult consumers who also completed a brief
questionnaire on food habits. Data were analyzed using factor analysis. Results revealed that
purchase intent of cola drinks was strongly related to degree of liking and to several key
sensory attributes including saltiness, drinks flavor and greasiness. These variables
emerged as the first factor in the analysis, suggesting that consumers perceive
these characteristics as being most important in their choice of cola drinks. Factor 2
described a health dimension and w a s r e l a t e d t o r e s p o n d e n t s ' a t t i t u d e s t o w a r d
f a t i n t h e d i e t . F a c t o r 3 c o m p r i s e d t w o remaining sensory attributes (color
and crunchiness), which apparently were of minor importance to the respondents.
These data suggest that in spite of current concern about reducing dietary fat, health
remains secondary to taste in the selection of cola drinks for consumers in this population.
S o u r c e - B e v e r l y J . T e p p e r a n d A my C . Tr a i l J o u r n a l o f F o o d
S c i e n c e a n d Technology, 15 September 1998

.
4- PAIRED PREFERENCE TESTS USING PLACEBO PAIRS AND

DIFFERENTRESPONSE OPTIONS FOR Cola Drinks, ORANGE JUICES
ABSTRACT Preference tests were performed for varieties of cola drinks, orange juices and
using three response protocols: the traditional paired preference test with the "no preference"
option, a 9-point hedonic scale and a 6-point hybrid hedonic/purchase intent scale. The
different stimuli to be assessed were presented in pairs, but putatively identical stimuli were
also presented as a "placebo" pair. Performance on the placebo pair with identical
stimuli p r o v i d e d a m e a s u r e o f t h e h i d d e n d e m a n d c h a r a c t e r i s t i c s o f t h e
t e s t p r o t o c o l . T h e presentation of the different pairs provided a measure of preference
accompanied by such h i d d e n d e m a n d e f f e c t s . C o m p a r i s o n b e t w e e n t h e t w o
a l l o w e d a b e t t e r m e a s u r e o f preference per se. The order of presentation of the
identical and different pairs did show occasional slight evidence of contrast effects. For the
placebo "identical" pairs, a majority of consumers reported false preferences. Liking
questions with the hedonic and hybrid s c a l e s e l i c i t e d f e w e r f a l s e
p r e f e r e n c e s t h a n p r e f e r e n c e q u e s t i o n s w i t h t h e p a i r e d preference
protocol. Yet, the effects tended to be slight. The 6 -point hedonic/purchase intent
scale exhibited the fewest false preferences in the placebo condition, and this was because
of its fewer categories rather than any cognitive strategy change el icited by its
different labels.
Source-Davis Woman’s Journal of Food Science and Technology, July 31, 2007
5-“consumer awareness and consumption pattern of food products”

This paper aims to investigate the degree of brand awareness of various food products in
relation to background and education of the hous ehold, the
c o n s u m p t i o n p a t t e r n o f various food products consumed by respondents in the light of
their areas, income levels and education. a sample of200 respondents comprising 100 form
rural area and 100 from u r b a n a r e a w e r e t a k e n . D a t a a r e a n a l yz e d w i t h t h e
h e l p o f m e a n . S D , c o – e f f i c i e n t o f variance-test and f-test.The finding of this
study reveals that there is low degree of brand awareness in rural areas, whereas
there is a moderate degree of brand awareness in urban India. The highly educated rural and
urban respondents have high degree of brand awareness for many food products, and the
less educated rural and urban respondents have low degree of brand awareness for
many food products.-
Journal of ims vol 3 no.1, jan-june 2007

6. Good Points
makes a nice change to Coca Cola.
Bad Points
Can be slightly more flat-tasting and with less fizz.
General Comments
Despite people constantly saying the opposite, it is easy to tell the difference between Coca
Cola and Pepsi. Pepsi's less fizzy, more flat taste can be a nice contrast and is more subtle
than its counterpart. Pepsi Max is far nicer than Diet Pepsi and whilst Pepsi Max Twist is
initially nice, it can be rather sickly after a few cans of it.
Overall, Pepsi is a more soft drink and is easier to drink.
7. Good Points
not intense, not to fizzy
Bad Points
sometimes tastes flat
General Comments
Pepsi is a good cheap beverage, i think it tastes better then coke, because when i drink coke
my mouth go nasty and feels weird.anyway.good after taste. Pepsi is harder to buy then coke
and less popular but i like it better, and most people like coke all because its more popular
and overrated, Pepsi has caramel in it which makes it taste better,it is very refreshing and has
that nice soft touch. nice drink.affordable sweet.
8. Good Points
good taste, doesn't taste bad when flat, not as fizzy
Bad Points
goes flat fairly quick, expensive (same price as coke)
General Comments
Pepsi is a good product, although compared to coke I’d rather buy Pepsi but i don’t drink it
that often.

9. Good Points
Tasty
Bad Points
Bad for you ... but don't worry, it won't kill you, so don't try to make it so
Expensive at around a whopping 55p (and rising)
General Comments
In my very important opinion (yeah), it is a little better than Coke, simply because it doesn't
have the same nasty after taste.
People often compare Pepsi and Coke, but I think that this is unfair, as they are in fact quite
different from each other - the main difference being in taste - Pepsi is fresher and not as
strong as Coke.
I would definitely recommend Pepsi over Coke.
10. Good Points

Crisp taste
Refreshing
Exciting
Bad Points
Not like Coke
General Comments
If you see Pepsi on the shelf, or if you're thinking of buying a can/bottle then go for it. You
only live once as they say in the bible. But, the bible also says be aware of false prophets.

11. Good Points
Nice taste
Nice can
Bad Points
Lots of sugar and it rots your teeth!
General Comments
A lot of people will say that Coke is a lot better than Pepsi, but I disagree and say that Pepsi
is better than Coke. Coke just tastes too sweet for me, while Pepsi is just right! Value for
money is very good, and I think it is cheaper than main rival Coca Cola in most stores around
the UK.
The only problem is that I think that it has even more sugar in it than Coke, despite it not
tasting as sweet.
I would definitely recommend Pepsi over Coke.
12. Good Points

the right amount of carbonation, good flavor, although a little sweet sometimes.
Bad Points
nothing really bad about it, except that it tends to get flat fairly easily.
General Comments
I could drink Pepsi all day (and I usually kind of tend to), it's just great all American cola that
tastes very good and leaves a good after taste as well. Man, Caleb Bradham was on to
something when he invented this.

CHAPTER 3
RESEARCH METHODOLOGY
RESEARCH DESIGN
 SAMPLING PLAN
 DATA COLLECTION
 POPULATION
 SAMPLING UNIT
 SAMPLING FRAME
 SAMPLING TECHNIQUE
 SAMPLING SIZE

RESEARCH METHODOLOGY
This chapter describes the research methodology adopted to achieve the objectives
of the study. It includes the scope of the study, research design and collection of
data and analysis of data.
Research design
A research design is an arrangement of conditions for collection and analysis of data
in a manner that aims to combine relevance to the research purpose with economy
in procedure. It constitutes the blueprint for collection, measurement and analysis of
data.
The research design for my research is exploratory and descriptive, as I will be

exploring about “Retailers perception on soft drinks- A Comparative
Analysis of Pepsi v/s Coca Cola in Jammu (Baribrahamna),”and to

gauge the retailer satisfaction will be another parameter towards exploratory study.
Data collection
For my research study the data has been collected by both the primary and
secondary means. For primary collection I adopted the structured questionnaire,
which was filled by 100 respondents. The secondary data of my research has been
collected through newspapers, some web sites ,journals and some previous
researches.
Population
All the retailers of Pepsi and Coke soft drinks in Jammu.

Sampling unit
Retalier
Sampling frame
A sampling design is a definite plan for obtaining a sample from a given population. It
refers to the technique or the procedure the researcher would adopt in selecting
items for the sample.
.
Sampling technique
Sampling technique which I am using for my research is Simple Random Sampling
Sampling size
The sampling size of my study is 100 respondents.

Chapter 4
DATA ANALYSIS AND INTERPRETATION
For the purpose of analyzing, raw data was summarized

in a master table and from this table the results have
been carried out. The questions having alternative
choices were analyzed by taking percentages.

ANALYSIS AND INTERPRETATION
5.1 Retailers in soft drink business?
ATTRIBUTES RETAILERS
1year-3years 11
4year-6year 19
7year-9year 27
10year and above 43
Table 5.1
Retailers in business
1year-
3year
11%
10year-above 4year-6year
43% 19%
7year-9year
27%
Figure 5.1
Analysis: From the above table and pie chart, 43 retailers are in this business from
10 years-above and 27 retailers are from 7 years-9 years
Interpretation: There are many retailers working with soft drinks companies in
Jammu but most of the retailers are working from a long time in this particular
business.

5.2 Retailers doing business with soft drink companies?
Coca-Cola and Pepsi both 65
Pepsi 19
Coca-Cola 16
Any other 0
Table no 5.2
Retailers
other
0%
Coca-Cola
16%
Pepsi
19%
Coca-Cola and
Pepsi
65%
Figure 5..2
Analysis: From the above table and pie chart, there are 65 retailers are working
with both Pepsi and Coca-Cola Company, 19 with Pepsi and 16 with Coca-Cola.
Interpretation: most of the retailers are working with both of the companies and
both Pepsi and Coca-Cola have some monopoly outlets in Jammu city.

Q5.3. What are your sales in terms of bottle per day in your shop?
Total no. of bottles 34
Pepsi bottles 14
Coca-Cola bottles 20
Table no. 5.3
40
34
35
30
25
20
20
14
15
10
0
Total no. of bottles Pepsi Coca cola
No. of bottles sold
Figure 5.3
Analysis: From the above table and bar chart, there are 34bottles sold every day
both of Pepsi and Coca-Cola Company, 14 with Pepsi and 20 with Coca-Cola.
Interpretation: Most of the bottles are sold of coca cola company.

Q5.4 (A) Supply needed by Pepsi retailers?
Daily 70
Alternative days 14
Weekly 0
Table no 5.4
70
70
60
50
40
30
14
20
10 0
0
Daily Alternative days Weekly 2 days
Supply of Pepsi
Figure no. 5.4
Analysis:It is found from table 6.6(A) that 70 retailers have daily supply and 14 have
on alternative days but most of the retailers of jammu required the daily service of
soft drink.
Interpretation: most of the retailers of Pepsi need daily supply. So it is concluded

that the most of the retailers require the daily service from Pepsi company that
indicates the high sales of the soft drinks.

Q5.4 (B) Supply needle by Coke retailers?
Daily 60
Alternative days 21
Weekly 0
Table no 5.4
60
60
50
40
30 21
20
10 0
0
Daily Alternative days Weekly 2 days
Supply of Coke
Figure no. 5.4
Analysis:It is found from table 6.6(A) that 60 retailers have daily supply and 21have
on alternative daysbut most of the retailers of Jammu required the daily service of
soft drink.
Interpretation: Most of the retailers of Coke need daily supply

Q5.5 Mode of payment to purchase soft drinks?
Pepsi Cash 60
Pepsi Credit 24
Coke Cash 59
Coke Credit 22
Table no 5.5
60 59
60
50
40
24
30 21
20
10
0
Pepsi Cash Pepsi Credit Coke Cash Coke Credit
Mode of Payment
Figure 5.5
Analysis: From the above table and graph, 60 retailers of Pepsi gives cash payment
and 24 retailers have credit facility. The company distributor supplies the product to
the retailer and they will return after some time and collecting the money for those
products. They are giving more time to the retailers to give the payment for the
drinks but Coca Cola company are not giving this kind of facility to their retailers.
Interpretation: Most of the retailers of Pepsiand Coke give credit service.

Q5.6 Satisfaction level of retailers regarding supply of Pepsi?
Highly Dissatisfied Neutral Satisfied Highly Total Mean

Dissatisfied Satisfied
(-2) (-1) (0) (1) (2)
0*-2=o 8*(-1)=-8 17*(0)=0 59*(1)=59 0*(2)=0 68 0.80
Table no 5.6
0.8
0.8
0.6
0.4
0.2
0
Satisfaction level
Satisfication level
Figure no 5.6
Analysis: From the above table and graph, satisfaction level of retailers regarding
supply of Pepsi is 0.8
Interpretation: Most of the retailers are satisfy with the supply of Pepsi .

Q5.7 Satisfaction level of retailers regarding supply of Coke?

(-2) (-1) (0) (1) (2)
0*-2=o 10*(-1)=-10 27*(0)=0 44*(1)=44 0*(2)=0 61 0.75
Table no 5.7
0.75
0.8
0.6
0.4
0.2
0
Satisfaction level
Satisfication level
Figure no 5.7
supply of coke is 0.75
Interpretation: Most of the retailers are satisfy with the supply of Coke but as
compare to Pepsi its less.

Q5.8 Trade schemes offered to retailers by different soft drink
companies
Pepsi 43
Coke 52
Table no 5.8
52
60
43
50
40
30
20
10
0
Pepsi Coke
Scheme offered
Figure no 5.8
Analysis: From the above table and graph that most of the retailers agreed with the
Coke when compared to Pepsi. On an average most of the retailers i.e. 52 voted for
Coke Company for its trade schemes offered to the retailers and the remaining 43
retailer are voted for Pepsi Company for its trade schemes offered to the retailers.
Interpretation: So it is concluded that Coke Company dominated Pepsi in Jammu

city in terms of trade schemes offered to the retailers

Q5.9Consumer promotions offered by which company is good in
your opinion
Pepsi 47
Coke 53
Table no 5.9
53
54
52
50
47
48
46
44
Pepsi Coke
Consumer Promotional Offer
Figure no 5.9
Analysis: From the above table and graph that most of the retailers agreed with the
Coke Company for its consumer promotions offered to the consumers. On an
average most of the retailers i.e. 53 voted for Coke Company for its consumer
promotion and the remaining 47 retailer are voted for Pepsi Company for its
consumer promotions offered to the consumers.
Interpretation: So it is concluded that Coke Company has better consumer

promotions instead of Pepsi in Jammu city.

Q5.10Influence of TV ads on sales of Pepsi
Highly Decreased Neutral increased Highly Total Mean

Decreased Increased
(-2) (-1) (0) (1) (2)
0*-2=o O*(-1)=-10 17*(0)=0 67*(1)=67 0*(2)=0 67 0.79
Table no 5.10
0.79
0.8
0.6
0.4
0.2
0
Sales
Sales
Figure no 5.10
Analysis: From the above table and graph, on an average most of the retailers are
saying that T.V Ads will help in the increase in the sales of the Pepsi.
Interpretation: So it is concluded that there will be influence of the T.V. Ads on the
increase of the sales of the Pepsi Company a lot.

Q5.11Influence of TV ads on sales of Coke
Highly Decreased Neutral increased Highly Total Mean

Decreased Increased
(-2) (-1) (0) (1) (2)
0*-2=o O*(-1)=-10 17*(0)=0 64*(1)=64 0*(2)=0 64 0.79
Table no 5.11
0.79
0.8
0.6
0.4
0.2
0
Sales
Sales
Figure no 5.11
Analysis: From the above table and graph, on an average most of the retailers are
saying that T.V Ads will help in the increase in the sales of the Pepsi.
Interpretation: So it is concluded that there will be same influence of the T.V. Ads
on the increase of the sales of the Coke Company .

Q5.12 Satisfaction level of retailers regarding maintenance of Pepsi
Visi cooler?

(-2) (-1) (0) (1) (2)
0*-2=o 27*(-1)=-27 32*(0)=0 25*(1)=25 0*(2)=0 -2 -0.023
Table no 5.12
0
-0.005
-0.01
-0.015
-0.02 -0.023
-0.025
Satisfication level
Figure no 5.12
maintenance of Pepsi Visi cooler is -0.023(Mean score).
Interpretation: So it is concluded that retailers of Pepsi are dissatisfy with the

maintenance service of Pepsi Visi cooler.

Q5.13 Satisfaction level of retailers regarding maintenance of Pepsi
Visi cooler?

(-2) (-1) (0) (1) (2)
0*-2=o 26*(-1)=-26 35*(0)=0 20*(1)=20 0*(2)=0 -6 -0.007
Table no 5.13
-0.002
-0.004
-0.006 -0.007
-0.008
Satisfication level
Figure no 5.13
maintenance of Coke Visi cooler is -0.007(Mean score).
Interpretation: So it is concluded that retailers of Coke are dissatisfy with the

maintenance service of Coke Visi cooler. So in the end both Pepsi and Coke
retailers are dissatisfied with the maintenance of Visi cooler.

Chapter 6
Suggestions And Findings

Findings of the study
1. Coke company dominated Pepsi Company in terms of availability of its brands in

Jammu.
2. Most of the retailers of Pepsi require the daily supply, which indicates the high
sales of the soft drinks.
3. Most of the retailers are satisfied with the service of Pepsi Company as compare
to coke.
4. Pepsi distribution is poor as compared to coke distribution channel and mainly all
the Pepsi brands are not available in retailers shop.
5. The service of Coke Company is good when compared to Pepsi Company, so

here Coke dominated Pepsi Company in terms of service to the retailers.
6. Coke Company dominates Pepsi Company in Jammu in terms of trade schemes

offered to the retailers.
7. Coke Company dominates Pepsi in Jammu in terms of consumer promotional

offers offered to the consumers.
8. There is influence of the T.V Ads on the increase in sales of the soft drinks a lot.
9. Pepsi Company is not providing the sufficient Pepsi Visi coolers to the retailer and
compared to coke company there are more Coke Visi cooler in Jammu.
10. Pepsi Company providing credit facility to the retailers not good as compare to
market availability.
11. Retailers are totally not satisfied with the maintenance of Pepsi Visi cooler.

Suggestions
1. Pepsi company has to supply their entire product sufficiently and regularly on time
to the retailers in Jammu.
3. As most of the retailers require daily supply, The company has to supply the
drinks daily to the retailers, so that they can serve the consumers according to their
requirements. If they don’t supply the drinks daily and sufficiently the sales will be
decreased.
5. The trade schemes offered by Pepsi Company to the retailers should be increased
and also profitable to the retailers. If they are satisfied with the offers then they will
promote the drinks more and the profit will be more to the company.
6. Pepsi Company should introduce the new and attractive consumer promotional
offer. Then the consumers will be attracted towards Pepsi brand. Then the profit of
the company will be increased.
7. As the TV ads are influencing the soft drinks sales , the company should design
the new ads in an attractive way .
8. Pepsi Visi coolers are supplied very less to the retailers when compared to coke.
The company has to supply more Visi cooler to the retailers to increase their
business. The company has to check the condition of the Visi coolers regularly and if
any problems are there then they have to rectify those problems.
9. The soft drink companies are not providing the credits. There is a problem to the
retailers because they have to invest the amount before the sales of the soft drinks.
This may be the problem for some retailers with low investment. So it is better to
provide the credit system to the retailers.
10. Pepsi company has to take care of Visi coolers as retailers are not happy with
the maintenance of Visi cooler.

CHAPTER 7
BIBLOGRAPHY

Bibliography
BOOKS
 Kotler, P. (2006). Alphabet soup. Marketing Management, 15(2), 51-51

 Marder, Eric The Laws of Choice—Predicting Customer Behavior (The
Free Press division of Simon and Schuster, 1997
 Kotler, P., &Mindak, W. (1978). Marketing and public relations. Journal
of Marketing, 42(4), 13-20
 Lee, N. R., &Kotler, P. (2009). Ending poverty: “What's social marketing
got to do with it”. Social Marketing Quarterly, 15(4), 134-140
 Honomichl, J. J., Honomichl on Marketing Research, Lincolnwood, IL:
NTC Business Books, 1986.
Webliography
www.pepsico.com access date:15june2012
www.jaibeverages.com access date:16june2012
www.wikipedia.orghttp://en.wikipedia.org/wiki/Indra_Nooyi access date:18june2012

APPENDIX
QUESTIONNAIRE
NAME OF THE SHOP/OWNER______________________________
ADDRESS_______________________________________________
PHONE__________________________________________________
Q1. From how long haveyou been dealing in some or all of following drinks( pepsi ,
coke,) ?
(A)1year-3year
(B) 4year-6years
(C) 7year-9years
(D) 10year-12years
Q2. What are the various companies of soft drink you are dealing?
Coca-Cola and Pepsi both (If yes then move to Q3 & Q4)
Coca-Cola (If yes move to Q4)
Pepsi (If yes move to Q3)
Any other please specify ___________

Q3. What are your sales in terms of bottle per day in your shop?
Total no. of bottles______________
Pepsi bottles sold_______________
Coke bottles sold______________
Q4.How frequently you require the supply by soft drink Companies?
For Pepsi
Daily
Alternate days
Weekly 2 times
For Coke
Daily
Alternate days
Weekly 2 times
Q5. What is the mode of payment to purchase the soft drinks?
Pepsi Cash
Pepsi credit
Coke Cash
Coke Credit

Q6. Please indicate your satisfaction level with Pepsi service(supply) ?
Highly Dissatisfied
Dissatisfied
Neutral
Satisfied
Highly Satisfied
Q7. Please indicate your satisfaction level with Coke service(supply) ?
Highly Dissatisfied
Dissatisfied
Neutral
Satisfied
Highly Satisfied
Q8. Trade schemes offered by which company is good to you?
Pepsi
Coke
Rani Juice
Dabur’s Real Juice

Q9. Consumer Promotions offered by which company is good in your opinion?
Pepsi
Coke
Rani Juice
Dabur’s Real Juice
Q10. What is the influence of T.V Ads on sales of Pepsi in your shop?
Highly Decreased
Decreased
Neutral
Increased
Highly Increased
Q11. What is the influence of T.V Ads on sales of Coke in your shop?
Highly Decreased
Decreased
Neutral
Increased
Highly Increased

Q12. Which company Visi Cooler do you have?
Pepsi
Coca Cola
Other
Q13. Please indicate your satisfaction level regarding maintenance of Visi cooler by
Pepsi?
Highly Dissatisfied
Dissatisfied
Neutral
Satisfied
Highly Satisfied
Q14. Please indicate your satisfaction level regarding maintenance of Visi cooler by
Coke?
Highly Dissatisfied
Dissatisfied
Neutral
Satisfied
Highly Satisfied

Q15. Any suggestion to improve Pepsi Company sales?
___________________________________________________________________
Thanks for your feed back

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Chapter - 1

INTRODUCTION OF CEO OF PEPSI CO .LTD

GLOBAL SCENARIO OF PEPSI

INTRODUCTION TO THE COMPANY

NEED OF THE STUDY

CHANDIGARH GROUP OF COLLEGES Page 1

Early life and career

CHANDIGARH GROUP OF COLLEGES Page 2

Honors, awards and international recognition

CHANDIGARH GROUP OF COLLEGES Page 3

Indra Nooyi, Chairman and CEO, PepsiCo said:

“PepsiCo's commitment to sustainability is about an idea of the company which focuses

CHANDIGARH GROUP OF COLLEGES Page 4

Dan Bena, Senior Director, Sustainable Development PepsiCo, said:

CHANDIGARH GROUP OF COLLEGES Page 5

A) NAME OF THE UNIT

JAI BEVERAGES PVT. LTD

B) LOCATION/ ADDRESS OF THE UNIT

Sidco Industrial Complex, Ismailpur Road,

Bari Brahmana, Jammu-181133

Phones: 220284,221384 Fax: 01923-20183-20184

Regd. Office:52, Jan path, New Delhi-110001

Phones: 3321098, 3353625, Fax: 3324769

CHANDIGARH GROUP OF COLLEGES Page 6

Consumers, employees and stake-holders.

CHANDIGARH GROUP OF COLLEGES Page 7

a. Strong Market Position

b. Solid Brand Portfolio

c. Strong and Effective Advertising

a. Health Craze will hurt soft drink sales.

a. Acquisitions & alliances

b. Bottled water growth

a. Sluggish growth of carbonated drinks

b. Coca-Cola & other smaller, more nimble operators

c. Commodity price increases, fluctuating oil prices effect production and

d. Increasing health concerns over carbonated drinks

CHANDIGARH GROUP OF COLLEGES Page 8

 To know and compare the merchandising of

 To know perception of retailers regarding PepsiCo and Coca-

 To know the satisfaction level of retailers regarding PepsiCo and

Need of the study

CHANDIGARH GROUP OF COLLEGES Page 9

CHANDIGARH GROUP OF COLLEGES Page 10

- journal of ims vol 5 no.1, jan-june 2008

2-Colour and flavour rule consumer preferences: Study

“Companies need to continuously innovate to maintain market leadership,” wrote

CHANDIGARH GROUP OF COLLEGES Page 11

Bombarding the senses

3 Taste or health: A study on consumer acceptance of cola drinks

CHANDIGARH GROUP OF COLLEGES Page 12

4- PAIRED PREFERENCE TESTS USING PLACEBO PAIRS AND

5-“consumer awareness and consumption pattern of food products”

Journal of ims vol 3 no.1, jan-june 2007

CHANDIGARH GROUP OF COLLEGES Page 13

Overall, Pepsi is a more soft drink and is easier to drink.

CHANDIGARH GROUP OF COLLEGES Page 14

I would definitely recommend Pepsi over Coke.