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ASSISTENT MANAGER (SALES-MT)
PEPSICO INDIA HOLDING PVT. LTD

 


 
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This is to certify that 

!   , a student of Amity International
Business School, Noida, undertook a project on 5  
  6 at 31 1 17 4( ( from
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( <1 = has successfully completed the project under the
guidance of ( <>1 3>( He is a sincere and hard-working student
with pleasant manners.

We wish all success in his future Endeavour¶s.

( <>1 3>,

3313 7#3"'
31 1 17 4( (

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 +  +   

This is to certify that Mr. <1 =, a student of Post Graduate Degree in
 " , Amity International Business School, Noida has worked in the
31 1 17 4( ., under the able guidance and supervision of
( <>1 3>, 3313 7#3"',  +
 
 
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The period for which he was on training was for ) ?<3, starting from
%89%89$%c%  %:9%;9$%c%( This Summer Internship report has the requisite
standard for the partial fulfillment the Post Graduate Degree in International
Business. To the best of our knowledge no part of this report has been
reproduced from any other report and the contents are based on original
research.

17= 17=
1>  <1 =

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Page
 +!



I express my sincere gratitude to my industry guide ( <>1

3>, 3313 7#3"', 31 1 17 4(
( for his able guidance, continuous support and cooperation
throughout my project, without which the present work would not
have been possible.

I would also like to thank the entire team of 31 1 17
4( (, for the constant support and help in the successful
completion of my project.

Also, I am thankful to my faculty guide 1>  / of my

institute, for his continued guidance and invaluable encouragement.

17=

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1.1 Overview of the project««««.. 09
1.2 My experience at the company««.. 11
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2.1 Primary Objective(s)««««. 13
2.2 Research Design«««««« 13
2.3 Sample Design««««««.. 16
2.4 Scope of the Study««««« 17
2.5 Limitations««««««««. 18
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3.1 Modern Trade«««««. 21
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4.1 Industry Profile««««««.. 39
4.2 SWOT Analysis«««««««. 42
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5.1 Primary Data«««««««« 46
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Page
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Executive
Summary

)
Page
1.1 Overview of the project:
The Present business scenario is totally consumer oriented. Every company
faces stiff competition from its competitors, each provides the best product at
competitive rates. As a result customers have lot of choices to get the best with
the least cost. To face this competition, it is very important to know customer¶s
behavior, there needs, preference and also the motivation factors.
My Project was on ³Extra Space In Standalone Modern Trade´ Dealing in the
FMCG product with in the Delhi NCR to know the Motivational &
demotivational factors of the client so as to cater the needs in most appropriate
manner. It will help business to expand its network & also its services.
I had done my project under the guidance of My Guide V
  




  V   
 V whose guidance helps me in completing my
Project Work Successfully.
Pepsico India Holding Pvt. Ltd (Fritolays Division) is a key player in Indian
snacks industries with over 45% share of total industry. Company is a fully
owned subsidiary of Pepsico Intl Ltd. At the time, when competition in Indian
snacks industry is growing day by day, 103 is still maintaining its market
share as well as steadily gaining market share and goodwill in the Market. Its
strategies for marketing its products have given an edge over the other
competitors. PepsiCo is a very flexible organization and its gives equal
opportunity to its young and energetic staff to work so as to maintain as well as
growing this organization among the top.

This project also throws lights on the working frame of Indian Modern Trade
system. This industry is on the spree to adopt the latest technology and thus any
player has to be dynamic in this industry. The comparative analysis done in this
project show how 103 has built competitive edge on some ground. The
Project helps you understand the strategies of this industry. I hope this project

&
Page
prove to be beneficial for the Company and also give the reader a through idea
about the industry. I learnt a lot through out the process of undertaking this
project report.

To fulfill my task I had to visit the client personally who are running Standalone
outlets and dealing in pepsico¶s products as well as in competitors products.

For this project I was assign to collect data from outlets, for which I first
generated the Questionnaire and start market surveys with sales personnel of
company. for this I have to convince them and explain them about my project.

After going through the exercise I found that Fritolays is one of the companies
in the Indian snacks industry, which actually leading the industry and it is
enough capable to change the whole scenario of the industry.

It is having lots of scope to grow in the FMCG Market, and I wish it is having a
shining future in the coming years.

Really it was so crystal clear that any one can see every product from some
distance also. One thing we know that ³Î  ã.

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1.2 My Experience at PepsiCo:

I was in Sales section under the guidance of V
  




 
V   
V. My job was to go to the Modern Trade Outlets with our
company¶s sales Personals. I basically target those stores who are actually
having good presence in their respective territories.

My job was to first explain them about my project at PepsiCo and telling them
about, what is the right way to place products in Racks and their significance,
then I have asked them about questionnaire survey and asking them, whether
they are interested to being part of it, if they said Yes, then I have to collect data
from the store on the basis of questionnaire. It help me lot in enhancing my
communication skills and my relationship building attitude. It was totally a field
job and I really enjoy working with boss and other employees who are also very
cooperative.

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Research
Methodology

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 RESEARCH METHODOLOGY

The way in which the data are collected for the research project. All of the
techniques, methods and procedures adopted in terminology work to carry out
terminology research.

2.1.   E+ -

1. How to create extra space in SAMT considering the fact in mind that the
retailers have limited space in their stores.
2. Prevent sales cannibalization of existing products with new products.

2.2 +  

TYPE OF RESEARCH:

Descriptive study is a fact- finding investigation with adequate interpretation. It

is the simplest type of research. It is more specific than an explanatory study, as
it has focus on particular aspect of the problem studied. It is designed to get her
descriptive information and provide information for formulating more
sophisticated studies. Data are collected by using one or more appropriate
method, observation, interviewing and mail questionnaire. Hence 3114
type of research used.

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DATA SOURCES:

The research is supported by interpretation of primary data and secondary data.

DATA COLLECTION METHOD:

Data collection method used is totally based on customer interaction. Individual

meetings were conducted with different outlet owners. Every meeting was
followed by taking inputs on the designed questionnaire, provided in the
annexure and internet was the source of secondary data.

METHODOLOGY:

Based on the responses of the questionnaire, analysis has been carried out.
Statistical methods such as Percentage analysis have been used to uncover
relationships among the variables.

DATA ANALYSIS:

1.‘ This study strengthens the fact that competitors really affect company¶s
position in market by offering various schemes to store owners as well as
to customers.

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 2.‘ The questionnaire consists of 10 questions to accomplish the objectives of
the study.

TECHNIQUE USED FOR ANALYSIS & INTERPRETATION:

‘ Pie Chart
‘ Percentage Analysis

PIE CHART:
A circular graph having radii dividing the circle into sectors proportional in
angle and area to the relative size of the quantities represented. Also called a
+1 7>(

PERCENTAGE ANALYSIS:
Percentage Analysis is used for making comparison between two or more series
of data.
Percentage (%) = No. of respondents * 100 / Total No. of respondents.

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2.3 SAMPLE DESIGN

POPULATION OF THE STUDY:

The population for the study included only the standalone outlet owners at NCR
region only.

SAMPLING TECHNIQUES:

Random sampling method is used for this empirical study as there was a huge
no. of modern trade stores in NCR region.

å‘ Simple random sampling for the clients.

1/ / /17 Ensures that every member of the population has
an equal chance of selection.

‘ 47 Simply to design and interpret; can calculate estimate of the

population and the sampling error.
‘ 1/11 Need a complete and accurate population listing; may not
be practical if the sample requires lots of small visits all over the country

SAMPLE SIZE:

Research has been carried out with a sample size of 30 stores with which one
can easily represent the population properly.

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 QUESTIONNAIRE:

+3  F=31 "

Are structured ones with two or more alternative responses from which
respondent can chose. They contain standardized answers and they are simple
to administer and easy to compile and analyzes.

1>/=3  ?" >1 G=313 "

A dichotomous question can be answered in one of the two responses such as
³Yes´ or ³No´. It is necessary to realized that in many two choices question
there may be potential alternative beyond the stated two.

=1 +>1 G=313 "

These questions contain more than two alternatives.
Following points should be remembered before making this question:
å‘ The list of alternative choice should be exhaustive.
å‘ It Should not overlapping
å‘ There should be fair balance in choice
å‘ All alternative should be reasonable.

2.4 SCOPE OF THE STUDY:

The study is totally based on buyers behavior and stores reaction. The biggest
concern with the FMCG sector is the quality maintenance on sale and good
offers. This research is on present market scenarios as it is supported by latest

c;
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 data. For the collection of data requires for the research, a questionnaire was
drafted in order to get information from 30 SAMT outlets at NCR region.
The survey has been conducted keeping the same number of respondents in
each segment so that we get the unbiased results.

2.5 LIMITATIONS
TIME CONSTRAINT:

This research is performed in a period of more than 40 days, so time spent on

the study might have an impact on actual findings.

GEOGRAPHICAL LIMITATIONS:

This study is done in selective stores of Delhi & NCR regions.

LACK OF HOMOGENOUS DATA:

The data collected is not homogeneous. Different stores with different

demographics with different perceptions are selected. So homogeneity is
difficult to achieve.

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 +> ï

Critical Review of the

Literature

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Modern format retail is witnessing phenomenal growth, driven by the impact of
increasing urbanization, the new well-travelled, knowledgeable Indian
consumer and a youth-driven culture. In its official estimate for the current
fiscal ending in March, the government said that the economy, Asia's fourth-
largest, was expected to grow at 9.2 per cent.

India once again topped the world in the ACNielsen Consumer Confidence
Index for the third time in a row since the index was established in early 2005.

Strong economic growth has brought with it new sets of Indian consumers. The
booming young adult population with unprecedented levels of disposable
income is more conscious of the latest trends and fashion. Enhanced media
penetration and greater connectivity also are making consumers more
knowledgeable and discerning.

All these factors are rapidly changing the needs and aspirations of consumers.
Schedules are also getting tighter, with the time for professional commitments
and regular chores getting limited. Hence, the "convenience" factor has a major
influence on purchase decisions.

Modern trade, the characteristic of which is having everything under one roof
and with a great array of products displayed in an uncluttered fashion where the
touch and feel factor prevails, is providing an environment to access products
driven by convenience and fashion.

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3.1 Modern trade in India

Is an old saga in India with about 7.8 million retail stores, but most of those are
traditional ones, which only recently started making way for hypermarkets,
supermarkets and specialty stores,  33, etc. Modern trade in
India is witnessing tremendous growth, especially in Tier I cities.

It accounts for 4 per cent of urban FMCG sales but for the top 15 metros it is
about 9.7 per cent of the total FMCG sales. For South Indian metros it touches
about 16 per cent, because modern trade started there a little earlier. There are
more than 3,430 modern trade stores in India now.

/  +

Looking at the kind of consumer patronage a modern trade format store has in
terms of an urban population growing rich, there are a few segments in the
FMCG range of products that have experienced good growth from the modern
trade format. In the food segment, processed food products (23 per cent),
impulse food products (32 per cent) and packaged grocery (38 per cent) are the
segments that have witnessed immense growth from urban Indian modern
stores.

An increasing number of working women and nuclear families are some reasons
behind the growth in the food categories. Packaged grocery is a very convenient
product for people who are busy and hence we see it doing so well. Again the
young adult population of India is ambitious and hard-working, and has the
money to spend on lifestyle. They are brand-conscious and aware of what their
counterparts in the West are wearing and buying.

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These consumers represent the target for manufacturers and retailers, who want
to capture a share of the booming consumer markets in India. Manufacturers, on
their part, are investing aggressively to capture the minds of today's and
tomorrow's generations.

With more modern format stores setting up shop in the country we are also
witnessing an expansion in these segments in terms of availability of innovative
packaging sizes, product innovation and overall ranges.

Modern trade and food as a category: Food accounts for about 48 per cent of
FMCG sales in the country and for modern trade the number is even higher, at
51.3 per cent. Like other Asia-Pacific markets, in India too, among the
processed food segments, the breakfast cereals category is exhibiting a
stupendous 40 per cent growth rate. Other growing categories are biscuits
(26 per cent), vermicelli & noodles (28 per cent), beverages (24 per cent) and
ketchup and sauce (29 per cent).

Indians have an old fascination for home-cooked food, especially when it comes
to lunch and dinner. With the changed lifestyle, the trend is changing and
people have started showing interest in ready-to-cook foods. However, even
today a majority of these consumers are willing to restrict the experiment to
packaged foods and accompaniments meant for breakfast and snack time.

Chocolates (28 per cent) and namkeens (37 per cent) are two major categories
of impulse food products showing good growth, along with packaged rice (92
per cent) in the packaged grocery segment.

Modern trade brings with it a great shopping experience, with good product
displays, making selection far easier.

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With the overall economy doing well and basic necessities mostly taken care of,
people are now more keen to look and feel good and are ready to devote time
and money on that.

 33  >1 >73

It's a very competitive situation with more and more new players entering the
market. There are Reliance, the Tatas, the Birlas, ITC, and foreign players like
Wal-Mart now. India is a market where from time immemorial existed the mom
and pop grocery stores and I don't see them going away so soon.

Looking at our vast consumer profiles, both traditional grocery stores and
modern format retail stores will exist side by side. People with low incomes will
keep visiting local grocery stores for the credit facilities they get and the
frequent top-up shopping they do whereas the middle and upper income
households would love to do their monthly shopping from the modern format
retail stores with occasional top-up shopping from the local grocer.

Trade in India is being organized. However the traditional trade modes will co
exist with the modern trading. Customer satisfaction is the key. As the economy
grows it empowers the population to choose. Trading organizations which focus
on customer dynamics will survive and thrive. So as economy growing day by
day, the scope of modern trade also growing with a rapid speed at the time.
Studies show that, there are lots of opportunities in Indian modern trade in near
future and having a good carrier too.

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Company Profile

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Pepsi Company is a large conglomerate with interests in manufacturing,
marketing and selling a wide variety of carbonated and non-carbonated
beverages, as well as salty, sweet and grain-based snacks, and other foods.
PepsiCo is a world leader in convenient snacks, foods and beverages, with
revenues of more than $39 billion and over 185,000 employees.

31+ 1 # '

PI includes all PepsiCo businesses in the United Kingdom, Europe, Asia,

Middle East and Africa.

>>3

PepsiCo (symbol: PEP) shares are traded principally on the New York Stock
Exchange in the United States. The company is also listed on the Chicago and
Swiss stock exchanges. PepsiCo has consistently paid cash dividends since the
corporation was founded.

$8
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+ +11H3>1

At PepsiCo, we believe that as a corporate citizen, we have a responsibility to

contribute to the quality of life in our communities. This philosophy is
expressed in our sustainability vision which states: ³PepsiCo¶s responsibility is
to continually improve all aspects of the world in which we operate ±
environment, social, economic -- creating a better tomorrow than today.´

Our vision is put into action through programs and a focus on environmental
stewardship, activities to benefit society, and a

commitment to build shareholder value by making PepsiCo a truly sustainable

company.

31+ G=3

PepsiCo World Headquarters is located in Purchase, New York, approximately

45 minutes from New York City. The seven-building headquarters complex was
designed by Edward Durrell Stone, one of America's foremost architects. The
building occupies 10 acres of a 144-acre complex that includes the Donald M.
Kendall Sculpture Gardens, a world- acclaimed sculpture collection in a garden
setting.

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+/0 3>1

31+I3 130 1/1

PepsiCo, Inc. is founded by Donald M. Kendall, President and Chief Executive

Officer of Pepsi-Cola and Herman W. Lay, Chairman and Chief Executive
Officer of Frito-Lay, through the merger of the two companies. Pepsi-Cola was
created in the late 1890s by Caleb Bradham, a New Bern, N.C. pharmacist.
Frito-Lay, Inc. was formed by the 1961 merger of the Frito Company, founded
by Elmer Doolin in 1932, and the H. W. Lay Company, founded by Herman
W.Lay, also in 1932. Herman Lay is chairman of the Board of Directors of the
new company; Donald M. Kendall is president and chief executive officer. The
new company reports sales of $510 million and has 19,000 employees.

PepsiCo brands are available in nearly 200 countries and generate sales at the
retail level of more than $98 billion. Some of PepsiCo's brand names are more

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than 100-years-old, but the corporation is relatively young. PepsiCo was
founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana
was acquired in 1998 and PepsiCo merged with The Quaker Oats Company,
including Gatorade, in 2001 Headquartered in Purchase, New York, with
Research and Development Headquarters in Valhalla, NY, The Pepsi Cola
Company began in 1898, but it only became known as PepsiCo when it merged
with Frito Lay in 1965. Until 1997, it also owned KFC, Pizza Hut, and Taco
Bell, but these fast-food restaurants were spun off into Tricon Global
Restaurants, now Yum! Brands, Inc. PepsiCo purchased Tropicana in 1998 and
Quaker Oats in 2001.PepsiCo¶s mission is ³To be the world's premier consumer
Products Company focused on convenient foods and beverages. We seek to
produce healthy financial rewards to investors as we provide opportunities for
growth and enrichment to our employees, our business partners and the
communities in which we operate. And in everything we do, we strive for
honesty, fairness and integrity.´

> /0 3133 2

31+ /13 3 #'

PAF includes Frito-Lay North America, Quaker Foods North America and all
Latin America food and snack businesses, including Sabritas and Gamesa
businesses in Mexico.

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1"0  31 E1

In February 1965, the Board of Directors for Frito-lay, Inc. and Pepsi-Cola
announced a plan for the merger of the two companies. On June 8, 1965, the
merger of Frito-Lay and Pepsi-Cola Company was approved by shareholders of
both companies, and a new company called PepsiCo, Inc. was formed. At the
time of the merger, Frito-Lay owned 46 manufacturing plants nationwide, had
more than 150 distribution centers across the United States, and was listed on
the New York Stock Exchange.

1"0
> /1  1"0 1

PepsiCo's snack food operations had their start in 1932 when two separate
events took place. In San Antonio, Texas, Elmer Doolin bought the recipe for an
unknown food product ± a corn chip ± and started an entirely new industry. The
product was Fritos brand corn chips, and his firm became the Frito Company.

That same year in Nashville, Tennessee, Herman W. Lay started his own
business distributing potato chips. Mr. Lay later bought the company that
supplied him with product and changed its name to H.W. Lay Company. The
Frito Company and H.W. Lay Company merged in 1961 to become Frito-Lay,
Inc.

Today, Frito-Lay brands account more than half of the U.S. snack chip
industry. PepsiCo began its international snack food operations in 1966. Today,
with operations in more than 40 countries, it is the leading multinational snack
chip company, accounting for more than one quarter of international retail snack

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chip sales. Products are available in some 120 countries. Frito-Lay North
America includes Canada and the United States. Major Frito-Lay International
markets include Australia, Brazil, Mexico, the Netherlands, South Africa, the
United Kingdom and Spain.

Often Frito-Lay products are known by local names. These names include
Matutano in Spain, Sabritas and Gamesa in Mexico, Elma Chips in Brazil,
Walkers in the United Kingdom and others. The company markets Frito-Lay
brands on a global level, and introduces unique products for local tastes.

Major Frito-Lay products include Ruffles, Lay's and Doritos brands snack chips.
Other major brands include Cheetos cheese flavored snacks,Tostitos tortilla
chips, Santitas tortilla chips, Rold Gold pretzels and SunChips multigrain
snacks. Frito-Lay also sells a variety of snack dips and cookies, nuts and
crackers.

F=< 3
> /1

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The Quaker Oats Company was formed in 1901 when several American
pioneers in oat milling came together to incorporate. In Ravenna, Ohio, Henry
D. Seymour and William Heston had established the Quaker Mill Company and
registered the now famous trademark. Seymour wanted his product to be a
symbol of honesty, integrity and strength. The figures of a man in Quaker
clothes became the first registered trademark for breakfast cereal and remain the
hallmark for Quaker Oats today. In Cedar Rapids, Iowa, John Stuart and his
son, Robert, and their partner, George Douglas, operated the largest cereal mill
of the time. Ferdinand Schumacher, known as "The Oatmeal King," had
founded German Mills American Oatmeal Company in 1856.

Combining The Quaker Mill Company with the Stuart and Schumacher
businesses brought together the top oats milling expertise in the country as The
Quaker Oats Company. The first major acquisition of the company was Aunt
Jemina Mills Company in 1926, which is today the leading manufacturer of
pancake mixes and syrup.

In 1986, The Quaker Oats Company acquired the Golden Grain Company,
producers of Rice-A-Roni. PepsiCo merged with The Quaker Oats Company in
2001. Its products still have the eminence of wholesome, good-for-you food, as
envisioned by the company over a century ago.

31+ /13 473 #'

PAB includes PepsiCo Beverages North America and all Latin American
beverage businesses

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31"+
> /1  31+ 473 1

Caleb Bradham, a New Bern, North Carolina druggist, who first formulated
Pepsi-Cola, founded PepsiCo¶s beverage business at the turn of the century.
Today consumers spend about $33 billion on Pepsi-Cola beverages. Brand
Pepsi and other Pepsi-Cola products ± including Diet Pepsi, Pepsi-One,
Mountain Dew, Slice, Sierra Mist and Mug brands ± account for nearly one-
third of total soft drink sales in the United States, a consumer market totaling
about $60 billion.

Pepsi-Cola also offers a variety of non-carbonated beverages, including

Aquafina bottled water, Fruitworks and All Sport.

In 1992 Pepsi-Cola formed a partnership with Thomas J. Lipton Co. Today

Lipton is the biggest selling ready-to-drink tea brand in the United States. Pepsi-

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Cola also markets Frappuccino ready-to-drink coffee through a partnership with
Starbucks.

In 2001 SoBe became a part of Pepsi-Cola. SoBe manufactures and markets an

innovative line of beverages including fruit blends, energy drinks, dairy-based
drinks, exotic teas and other beverages with herbal ingredients.

Outside the United States, Pepsi-Cola soft drink operations include the business
of Seven-Up International. Pepsi-Cola beverages are available in about 160
countries and territories.

Pepsi-Cola began selling its products internationally in 1934 with its operations
in Canada. Operations grew rapidly beginning in the 1950s. In addition to
brands marketed in the United States, major products include Mirinda and Pepsi
Max. Pepsi-Cola North America includes the United States and Canada. Key
international markets include Argentina, Brazil, China, India, Mexico,
Philippines, Saudi Arabia, Spain, Thailand and the United Kingdom. PepsiCo
Beverages International also produces, sells and distributes Gatorade sports
drinks as well as Tropicana and other juices internationally.

Pepsi-Cola provides advertising, marketing, sales and promotional support to

Pepsi-Cola bottlers and food service customers. This includes some of the
world's best-loved and most-recognized advertising. New advertising and
exciting promotions keep Pepsi-Cola brands young. The company manufactures
and sells soft drink concentrate to Pepsi-Cola bottlers. The company also
provides fountain beverage products.

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91
> /1

Anthony Rossi as a Florida fruit packaging business founded Tropicana in

1947. The company entered the concentrate orange juice business in 1949,
registering Tropicana as a trademark.

In 1954 Rossi pioneered a pasteurization process for orange juice. For the first
time, consumers could enjoy the fresh taste of pure not-from-concentrate 100%
Florida orange juice in a ready-to-serve package. The juice, Tropicana Pure
Premium, became the company¶s flagship product.

In 1957 the name of the company was changed to Tropicana Products,

headquartered in Bradenton, Florida. The company went public in 1957, was
purchased by Beatrice Foods Co. in 1978, acquired by Kohlberg Kravis &
Roberts in 1986 and sold to The Seagram Company Ltd. in 1988. Seagram
purchased the Dole global juice business in 1995. PepsiCo acquired Tropicana,
including the Dole juice business, in August 1998.

Today the Tropicana brand is available in 63 countries. Principal brands in

North America are Tropicana Pure Premium, Tropicana Season¶s Best, Dole
Juices and Tropicana Twister. Internationally, principal brands include

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Tropicana Pure Premium and Dole juices along with Frui'Vita, Loóza and
Copella. Tropicana Pure Premium is the third largest brand of all food products
sold in grocery stores in the United States.

Gatorade sports drinks were acquired by the Quaker Oats Company in 1983 and
became a part of PepsiCo with the merger in 2001. Gatorade is the first isotonic
sports drink. Created in 1965 by researchers at the University of Florida for the
school's football team, "The Gators," Gatorade is now the world's leading sports
drink

-131 2 31+

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PepsiCo Mission

"To be the world's premier consumer Products Company focused on

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

31+ 1 1

PepsiCo is a world leader in convenience foods and beverages, with 2007

revenues of more than $39 billion and more than 185,000 employees across the
world. Its world renowned brands are available in nearly 200 countries and
territories. PepsiCo gained entry to India in 1989 by creating a joint venture
with the Punjab government-owned Punjab Agro Industrial Corporation (PAIC)
and Voltas India Limited. This joint venture marketed and sold Lehar Pepsi
until 1991, when the use of foreign brands was allowed; PepsiCo bought out its
partners and ended the joint venture in 1994. Firstly Pepsi was banned from
import in India, in 1970, for having refused to release the list of its ingredients
and in 1993, the ban was lifted, with Pepsi arriving on the market shortly
afterwards.

PepsiCo has grown to become the country¶s largest selling food and beverage
companies. One of the largest multinational investors in the country, PepsiCo
has established a business which aims to serve the long term dynamic needs of
consumers in India.

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PepsiCo India and its partners have invested more than U.S. $700 million since
the company was established in the country in 1989. In India, PepsiCo provides
direct employment to 4,000 people and indirect employment to 60,000 people
including suppliers and distributors.

The group has built an expansive beverage, snack food and exports business and
to support the operations are the group¶s 43 bottling plants in India, of which 15
are company owned and 28 are franchisee owned. In addition to this, PepsiCo¶s
Frito Lay snack division has 3 state of the art plants. PepsiCo¶s business is
based on its sustainability vision of making tomorrow better than today. Our
commitment to living by this vision every day is visible in our contribution to
our country, consumers, farmers and our people.

31+ 1J3 314 21

Refreshment beverages

3 1<3

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c%%K = 2=1 A=13  A=1 @3 1<3

Pepsi, 7 UP, Mirinda and Mountain Dew, in addition to low calorie options±
Diet Pepsi and 7Up Light; hydrating and nutritional beverages such as Aquafina
drinking water, isotonic sports drinks - Gatorade, and 100% natural fruit juices
and juice based drinks ± Tropicana, Tropicana Twister and Slice. Our local
brands ± Lehar Evervess Soda, Dukes Lemonade and Mangola complete our
diverse spectrum of brand.

31+J3 3< 2 /0

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 PepsiCo¶s snack food company, Frito-Lay, is the leader in the branded potato
chip market and was amongst the first companies to eliminate the use of trans
fats and MSG in its products. It manufactures Lay¶s Potato Chips; Cheetos
extruded snacks, Uncle Chipps and traditional namkeen snacks under the
Kurkure and Lehar brands. The company¶s high fiber breakfast cereal, Quaker
Oats, along with Lehar Lites, low fat and roasted snack options enhance the
choices available to the growing health and wellness needs of our consumers.
Frito Lay¶s core products, Lay¶s, Kurkure, Uncle Chipps and Cheetos are
cooked in Rice Bran Oil to significantly reduce saturated fats and all of its
products contain voluntary nutritional labeling on their packets.

4.1 INDUSTRY PROFILE:

The snack food industry in India is highly fragmented, with the market
dominated by made-at-home snacks or savories sold by local vendors. Because
of expanding nuclear families and an increase in the number of female
professionals, India has witnessed a significant rise in the demand for ready-to-
eat snacks. ³Today, Indian consumers [want] snack foods that are portable,
hygienic and a ready substitute for hot snacks,´ comments Sujit Das Munshi,
executive director of AC Nielsen South Asia.

Snacks are a part of Consumer Convenience/ Packaged Foods

Segment . Snack is described as a small quantity of food eaten between meals or
in place of a meal. Snack food generally comprises bakery products, ready-to-
eat mixes, chips, namkeen and other light processed foods According to the
ministry of food processing, the snack food industry is worth Rs 100 billion in
value and over 4,00,000 tones in terms of volume.

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Though very large and diverse, the snacks industry is dominated by the
unorganized sector According to an Apeda survey almost 1,000 snack items and
300 types of savories are sold across India. The branded snacks are sold at least
25% higher than the unbranded products Savory snacks have been a part of
Indian food habit, since almost ages. Though there is no particular time for
snacks, normally they are consumed at teatime. The variety is almost mind-
boggling with specialties from all regions, which have gained national
acceptance industry. he been growing around 10% for the last three years, while
the branded segments growing around 25% per annum to stand at Rs 5,000-Rs
5,500 crore, due to various reasons like Multiplex culture, snacking at home
while watching TV, pubs and bars (where they are served free). AC Nielsen's
retail audit shows that the large sales volumes are due to a marked preference
for ethnic foods, regional bias towards indigenous snacks and good value-for-
money perception. Of course the branded segment is much smaller at Rs 2,200
crore, which is what makes it so attractive to food companies that are looking at
bigger shares and in the branded snacks market.

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 To get down to basics, 1 0 commands a share of :8K, followed by
1/J3 at $;K and + at c*K( Rest is divided between a handful of new
entrants, wannabes and many regional players Of the wide range of snacks
available, potato chips constitute a sizeable segment of the Indian snack food
industry, according to India Info line. The potato chip market is generally an
unorganized industry. Nearly all potato chip snack products are manufactured
and sold locally. There is also no uniform standard for packaging, as there is in
Europe, the United States and other more developed regions. Many snack foods
are sold loose or packaged in poly- pouches, which may only be folded, or in
some cases, stapled closed. As the Indian economy continues to grow, and
production standards improve, many snack food companies are making
significant investments into plant equipment and packaging machinery.

According to a study by McKinsey&Co, the Indian food market will grow two
fold by 2025 with the rapidly growing Indian economy and improving lifestyles
of Indians contributing in a big way to this growth. Quoting the study by
McKinsey&Co, a report by the US Department of Agriculture stated "The
market size for the food consumption category in India is expected to grow
from US$ 155 billion in 2005 to US$ 344 billion in 2025 at a compound annual
growth rate of 4.1 per cent."

The Indian snacks market is worth around US$ 3 billion, with the organized
segment taking half the market share, and has an annual growth rate of 15-20
per cent. The unorganized snacks market is worth US$ 1.56 billion, with a
growth rate of 7-8 per cent per year. There are approximately 1,000 types of
snacks and another 300 types of savories being sold in the Indian market today.
Potato chips and potato-based items are the most popular products with more
than 85 per cent share of the salty snack market, the report said. In the organized
potato chips market, Pepsi and Haldiram's are some of the leading players.

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 There is a big market for snacks in India as urban Indian consumers eat ready-
made snacks 10 times more than their rural counterparts. Indians in the western
regions eat the maximum amount of snacks, followed by the people in northern
region.

"Consumers are willing to pay a premium for both value-added private and
branded products, creating immense opportunities for manufacturers and
retailers,' the report stated. "There is a widespread recognition in India that
consumers are likely to replace light meals with snacks", it further added.

4.2 SWOT ANALYSIS:

STRENGHTS:

‘ Outstanding Reputation.
‘ Broader Product line-creates synergy beyond the board.
‘ Large charge less banknote flow- New Acquisition
‘ Great brands, able distribution, avant-garde capabilities
‘ PepsiCo sells three articles through the aforementioned administration
channel.
‘ Huge Advertising Budget.
‘ Able Marketing Intelligence.
‘ Strong market position.
‘ Strong revenue growth.
‘ Economies of scale.
‘ Cooperative and Progressive Corporate Culture.

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 WEAKNESSES:

‘ Difficult to affect Vision and Direction for Large Global Company.

‘ Non Uniform Company name for some PepsiCo products.
‘ PepsiCo Lags baton Coca-cola in the all-embracing bazaar - Highly
Elastic Demand.
‘ Big Health Issues - Fat and Sugar.
‘ Falling Behind in All-embracing Markets, namely Russia, Venezuela, and
South America.
‘ Health Issue in the Indian bazaar with baptize - independent pesticides.

OPPORTUNITIES:

‘ Expanding Food Division in the all-embracing market.

‘ Avant-garde Customized articles technology
‘ Concentration on advantageous another articles as per the barter needs.
‘ Acquisitions & alliances.

THREATS:

‘ Bottled Baptize Bazaar Faces Competition.

‘ Comply with All-embracing & Domestic Standards.
‘ Continuously increases in the amount of awkward oil and raw materials-
affect the amount of accomplished products.

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 ‘ Companies like parley, ITC, Haldirams, etc. growth in Indian snacks
industry.

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 +> 8

DATA

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8(c PRIMARY DATA

The primary data are those which are collected afresh and for the first time, and
thus happen to be original in character. We collect primary data during the course
of doing experiments in an experimental research but in case we do research of
the descriptive type and perform surveys, whether sample surveys or census
surveys, then we can obtain primary data either through observation or through
direct communication with respondents in one form or another or through
personal interviews.

In my research I personally organized the meetings & interviews with individual

customer and gathered the inputs in a questionnaire designed for the same
purpose. The questionnaire used for the purpose is shown in the ANNEXURE.

5.2 SECONDARY DATA

The secondary data, on the other hand, are those which have already been
collected by someone else and which have already been passed through the
statistical process.

Secondary data used in the report is based on initial search on internet for various
similar empirical studies and is being highlighted in the ANNEXURE.

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Findings
&
Analysis

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 DETAILED ANALYSIS OF THE SURVEY:

ƒ‘ According to you, which brand has the highest sales volume in your
store?

Brand Responses Percentage

Frito-Lays 14 46.66%
ITC 9 30%
Haldiram 5 16.66%
Others 2 6.67%
30

V



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On the basis of above diagram, we can see that, Frito-Lays lead market by more
than 46% share, followed by ITC at 30% market share, Haldiram¶s at 16.66%
market share, and others at 6.67% market share at NCR region.

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 23

Frito-Lays is highest selling brand at NCR region.

ƒ‘ How the new product does contribute in your sales?

Effect on sales Responses Percentage

Additional sale 18 60%
Sales cannibalize 6 20%
No change 6 20%
Total 30

m  
 
 

M  

   
 

On the basis of above diagram, we can see that, new product effect sales as per
60% of outlets owner said, that they record Additional Sales, 20%

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 Said that, existing product Sales Cannibalize with new product sales and 20%
out of them said, that they felt No Change.

23

From the above survey most of the respondents felt that new products effect
sales in a positive manner.

ƒ‘ What is the effect on the sales of existing product by new product?

Effect on sales Responses Percentage

Sales Increases 21 70%
Sales Decreases 0 ----
Remain constraint 9 30%
Total 30

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 m  
m
 

 

 
  
   
  

On the basis of above diagram, we can see that, new product effect the existing
product range in a positive manner, as in 70% stores, it¶s increase total sales of
the stores, followed by 30% with no change, and new products don¶t have any
bad effect on sales as showing in diagram that 0% of stores owners record
negatives effect on sales by new products.

23

From the above survey most of the respondents felt that new products also boost
sales of the existing products.

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ƒ‘ How would you prevent losses in the sales of the existing product
after the launch of new product?

Desired Action Responses Percentage

Increase In Space 8 26.66%
Combo¶s By Comp. 16 53.34%
Own Method 6 20%
Total 30

?
 



 

 
 
 

On the basis of above Diagram, it is shown that outlets owner expect much more
from company. As More than 50% of outlet owner said that, they will only
advertise the exclusive offers gave by the company to stop sales cannibalization as
well as decreases in sales of existing product range.

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 23

From the above survey most of the respondents felt that the company should do
something to increase the sales of the new product without harming the sales of the
existing products.

ƒ‘ Where do you prefer to place the new product?

Options Responses Percentage

At Eye Level 15 50%
At End Cape 10 33.33%
Near to Beverage 5 16.67%
Total 30

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On the basis of above Diagram, it is shown that 50% outlet owner would prefer to
place the new product at eye level of customer or at 2nd. Shelf of the rack followed
by the 33% stores owner who said that they would prefer to place the new product
at End Cape, then 17% would prefer to place at near to beverage section.

23

From the above survey, it is shown that the 2nd. Shelf of the rack or eye level of
customers having direct relationship with sales.

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ƒ‘ Does new product add value to your brand?

Option Responses Percentage

Yes 25 83.33%
No 5 16.67%
Total 30

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On the basis of above Diagram, it is shown that 83% of the responded said that,
new product does increases brand value, while 17% of them said, that there is no
significance change in brand value.

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 23

From the above survey, it is shown that in most of the cases, new product actually
help outlets to attract customers.

ƒ‘ Does customer takes interest in trying new product?

Option Responses Percentage

Yes 23 76.66
No 7 23.34
Total 30




 



`





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 On the basis of above Diagram, it is shown that 77% of the responded said that,
customers takes interest in trying new product, while 23% of them said,
Customers don¶t take interest in trying new product.

23

From the above survey, it is shown that Generally peoples waiting for new
products to consume.

ƒ‘ What¶s the customer¶s feedback on new product?

Option Responses Percentage

Generally Good 12 40%
Occasionally Good 10 33.33%
Satisfying 5 16.67%
Unsatisfying 3 10%
Total 30

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 ?

  


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§
  
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 $

% $


On the basis of above Diagram, it is shown that 40% of the stores customers are
happy with new product, followed by 33% of the customers are occasionally happy
while trying new product, 17% are just satisfy and 10% of them, are not satisfy
while trying new product.

23

From the above survey, it is shown that, there is a mix response of people while
trying new product.

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ƒ‘ You are preferred customer for us and during new product launch we
prioritize your store, do you feel good about it?

Option Responses Percentage

Yes 26 86.66%
No 4 13.34%
Total 30

Õ

 



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˜

On the basis of above Diagram, it is shown that 87% of the total store owners feel
proud, when Frito-Lays prioritize them as a loyal customers, while 13% of them
said, it¶s a normal thing, because company need us to sell it¶s product and for being
rapid growth in sales of the new product.

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 23

From the above survey, it is shown that, store owners actually like to sell PepsiCo
product and feel proud, when they are associated with PepsiCo.

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 -

ȑ Market rapidly takes the new products of PepsiCo after its launch.

ȑ Brand image of PepsiCo is bigger than any other brand in Indian

Snacks Industry.

ȑ There are no. of innovators in Indian snacks industry as they adopt

new products quickly.

ȑ The company should do something to increase the sales of the new

product without harming the sales of the existing products as customers

of the company expect much more services regarding to boost sales.

ȑ New products also increases total sales of the stores, not only in the

particular section, but also other household products, as people come to

buy the new products, they also made unintentional purchases.

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The survey analysis helped us to find out the opportunities that PepsiCo could
improve upon. These opportunities are explained in terms of the
recommendations that I suggest for PepsiCo based on the market research.

Some of the important suggestions for PepsiCo are:-


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  23

http://www.pepsico.com

http://www.pepsiindia.co.in

http://www.scribd.com

http://www.asiafoodjournal.com

http://www.indianetzone.com

http://www.wikipedia.com

< 23

Research Methodology by Kothari C. R. 2nd Edition, New Age

International Publishers.

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 F=311

1. According to you, which brand has the highest sales volume in your store?

A. Frito-Lays
B. ITC
C. Haldiram
D. Others

2. How does the new product contributes in your sales?

A.‘ Additional Sales

B.‘ Sales Cannibalize with Existing product
C.‘ No Change

3. What is the effect on the sales of the existing product?

A. Sales Increases
B. Sales Decreases
C. Remain Constraint

4. How would you prevent losses in the sales of the existing product after the
launch of new product?

A. By Increasing The Space For The Existing Product.

B. By Advertising The Super Saver Combos Launched By The Company
Proficiently.
C. The method, whichever increase sales of the existing products.

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5. Where do you prefer to place the new product?

A.‘ At Eye Level Of Customer In Category Or 2nd. Shelf Of Rack

B.‘ At End Cap Or Near Cash Counter
C.‘ Adjoining To Beverage Section

6. Does new product add value to your brand?

A. Yes
B. No

7. Does customer takes interest in trying new product?

A. Yes
B. No

8. What¶s the customer¶s feedback on new product?

A. Generally Good
B. Occasionally Good
C. Satisfying
D. Unsatisfying

9. What steps should company takes during launch of new product, so that it
doesn¶t cannibalize sales of existing product?

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10. Keeping the fact in mind that the space constraint with your store, how can we
place new product without losing space of existing product range?

11. You are preferred customer for us and during new product launch we prioritize
your store, do you feel good about it?

A. Yes
B. No

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EXTENDED ABSTRACT

+=1H1
It is a matter of debate as to whether Indian Kirana stores
would be able to survive in the face of competition from organized
modern trade grocery retailers. Although traditional retail currently
constitutes over 95 per cent of the total sales in the country, smaller
kiranas that are unable to compete with new age retailers in terms
of variety and scale have begun losing volume in several parts of
the country (Vijayraghavan and Ramsurya, 2007). Internationally,
while some studies suggest that large scale retailers like Wal-Mart
are responsible for widespread closings of mom & pop stores (Wal-
Mart Watch, 2005; Basker, 2005) and question whether cost to
communities in terms of labor displacements and higher poverty
is offset against benefits of lower prices and greater convenience
(Goetz and Swaminathan, 2006), other studies suggest that the
process of creative destruction unleashed by Wal-Mart has had
no statistically significant long-run impact on the overall size and
profitability of the small business sector in the United States (Sobel
and Dean, 2006). In India modern trade or organized retailing
already account for 30 to 40 per cent of grocery sales in the top 6-
7 cities of the country (Kakkar, 2008). The Prime Minister¶s Office
(PMO) of India has initiated a study on the impact of retail giants
on small retailers and this move has been welcomed by the
Confederation of All India Traders (CAIT).
As pointed out by Sanghavi (2007), so far retailers, who

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focused on developing only supply-side efficiencies in terms of
reaching retail productivity targets, need to think about demandside
efficiencies in terms of satisfaction of customers¶ needs in
order to optimize business performance. It is important to identify
efficient levels of the various dimensions of satisfaction of
customers¶ needs that directly link to measures of specific firm
outputs that firms intend to maximize in addition to supply side
efficiencies (Blose et al, 2005). In this paper we shall use two
separate Data Envelopment Analyses (DEA): one DEA using CCR
method to examine the demand-side efficiency in terms of
dimensions of satisfaction of customers¶ needs (henceforth referred
to as Customer DEA); and another DEA using both CCR and
BCC method (following Barros, 2006) to examine supply side
efficiency in terms of retail productivity scores (henceforth called
Retailer DEA). We have attempted to deduce the chances of
survival of Kiranas by examining the two DEAs. The logic of
using separate DEA is that even if an outlet is efficient on retailer
productivity scores, if it is inefficient on consumer variables, it is
bound to become inefficient on retailer productivity scores in the
long-term. Thus, DEA on consumer variables may act as a
diagnostic tool before it is too late and affects the efficiency of
the outlet on retailer productivity scores as well.

>
In order to capture the demand-side efficiency, a consumer
study was designed and to judge the supply-side efficiency, a study
was done on the grocery retail outlet that the respondents of the

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consumer study patronized. The study was carried across four
Indian cities- two major metros (Kolkata and Mumbai), and two
smaller cities (Jamshedpur and Nagpur) with around 100
respondents from each city. Four grocery formats relevant for India
are kirana and upgraded kirana stores, supermarkets and hypermarkets. From
each city 25 customers of each of the four
grocery formats were interviewed. Stratified systematic sampling
design was followed. The strata were the four formats of grocery
stores. To maintain the systematic design of the sample, every
fifth customer leaving the store was intercepted and interviewed
with a structured questionnaire. The questionnaire had a set of
statements on customer perception of grocery store attributes
which had been used previously with tested validity and reliability
(Goswami and Mishra, 2007). The retailer questionnaire was
administered to the outlet manager and after rejecting incomplete
questionnaires and accounting for non-responses we were left with
11 retail outlets (1 hypermarket, 3 supermarkets, 2 upgraded
kiranas and 5 kiranas) and a consumer sample size of 237. The
Customer DEA was run on customer variables of cleanliness,
offers, quality; helpful and trustworthy salespeople; in-store
convenience, location; travel convenience; home shopping; store
brands, family grocery shopping, parking facilities as inputs and
customer patronage in terms of percentage of grocery shopping
as output; and the Retailer DEA was run on retailer variables of
store hours per week, number of full-time employees, selling area,
average weekly sale, average customer transaction per week as
inputs and gross profit, sales per square foot as outputs.

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A 1173
The Customer DEA revealed that of the 11 outlets, 1
supermarket, 1 upgraded kirana and 2 kiranas were efficient. The
Retailer DEA revealed that with the exception of 1 supermarket
and 1 kirana (this kirana was efficient on customer variables), the
rest of the outlets were efficient. The results suggest that while 9
stores (out of 11) had efficient retail DEA scores, they had
inefficient customer DEA scores, thus implying that corrective
action needs to be taken for these stores for improving demandside
efficiencies, or else they might ultimately become inefficient
in retailer scores in future. The store which has inefficient retailer
score but efficient customer score needs to specifically look into
reasons and take corrective measures as suggested by the DEA.
The stores which have Customer DEA Scores of less than one,
should examine their operating procedures in identified areas of
grocery store/shopping attributes to identify possible sources of
inefficiency. Excess levels of inputs imply some stores are getting
more in terms of efficient use of store/shopping attributes.
Obviously no store would wish to purposely reduce the perceived
levels of customer perception inputs, the adjustments prescribed
by the DEA model serve as ordinal indicators of inefficiencies
ripe for change (Blose et al, 2005).
We found 1 out of 3 supermarkets (0.33), 1 out of 2 upgraded
kiranas (0.5), and 1 out of 5 kiranas (0.2) to be efficient. Upgraded
Kiranas, in terms of probability suggested by this study, has
maximum chances of survival (this may be attributed to modern
trade-like ambience as well as greater customer insight); followed

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by supermarkets and lastly Kiranas. The results suggest kiranas
would do best to try and upgrade in order to survive. Given that
modern trade outlets have deeper pockets and can afford to make
mistakes and get away with it in the short term, kiranas have to
stay alert, try to upgrade and continue to serve customers well,
while concentrating on innovating, evolving and remaining
efficient on retailer productivity scores.

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0313

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17 4( (

Faculty Guide: Ms. Richa Goel Ma¶am

Amity International Business School
Amity University, Sector -44

Industry Guide: Mr. Akhil Harsh

Area Manager (Sales-Modern Trade)

Student- Ankit Mour

Section F
A1802009618
MBA (IB)
Amity International Business School
Amity University-44

Internship Duration: 8 weeks.

(05/05/2010 to 04/07/2010)

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1.‘ EXECUTIVE SUMMARY
i)‘ Overview of the project.
ii)‘ My experience at the company.
iii)‘ Highlights of the report and the capable findings I am targeting during my
summer internship program.

2.‘ INTRODUCTION
i)‘ Company Target Market places and Product Range
ii)‘ Brief History about the parent company.
iii)‘Company profile
1)‘ Business and operations
2)‘ Infrastructure
3)‘ Management
4)‘ Competitive Edge in Market
5)‘ Corporate Structure

3.‘ OBJECTIVES
‘ 1/0:
1. How to create extra space in SAMT considering the fact in mind that the
retailers have limited space in their stores.
2. Prevent sales cannibalization of existing products with new products.

4.‘ METHODOLOGY
i)‘ Type Research methods,
ii)‘ Type of data to be used ,target audience,

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(1)‘Area of study, tools for data collection,
(2)‘Types of questions,
(3)‘Sample size ,type of sampling, preparation of questionnaire(types of questions),

iii)‘Other general and specific sources provided by organization personnel's.

iv)‘Techniques used for interpretation- Percentage Analysis.

8. PRODUCT5 DETAIL
1. Lays & Uncle Chips
2. Kurkure
3. Aliva Biscuit
4. Lehar Namkeen
5. Oats Quaker
6. Cheetos

6.‘ Modern Trade

1.‘ What is Modern Trade
2.‘ Types of Modern Trade
3.‘ How company deals in this regard better than its competitors.
4.‘ Principles.

7.‘ SWOT ANALYSIS

8.‘ DATA ANALYSIS & INTERPRETATION

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 Questionnaire preparation and taking response of customers on it.
Interpreting the result using Percentage Analysis as taking sample size as 30.

9.‘ FINDINGS ± Conclusive analysis came out from the interpretation.

10.‘CONCLUSION & RECOMMENDATIONS- final result and comments after

doing the analysis with personal observation about the limitations of the
company.

11.‘ANNEXURE

12.‘BIBLIOGRAPHY

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