BONAFIDE CERTIFICATE This is to certify that the Summer Project Report titled “STUDY OF MARKET. VISIBILITY AND AVAILABILITY OF PRODUCTS? is a bonafide record of the work done by, Amitesh Singh Yadav (215112094) Studying MASTER OF BUSINESS ADMINISTRATION in the DEPARTMENT OF MANAGEMENT STUDIES, National Institute of Technology, Tiruchirappati, during the 2014, academie year 201 Dr. VJ Siva kumar Dr. N Thamaraiselvan Internal Guide Head of the Department Department of Management Studies, Department of Management Studies, National Institute of Technology, National Institute of Technology, Tiruchirapalli-13, Tiruchirapalli-15, Project Viva-Voce held on ... Internal Examiner External ExaminerACKNOWLEDGEMENT There is always a sense Of gratitude one expresses 0 others for the helpful and needy service they render during all phases of life. I have compicted this training with the help of different personalities. I wish to express my gratitude towards all of them. Ingives me immense pleasure to express my deep regards and sincere sense of gratitude w for his guidance throughout the training: Thank you so much sit for your able and worthy guidance. 1 am highly indebted to my projeet mentor Mr, Rahul Srivastay (Territory Development Manager) for his continuous support, supervision motivation and guidance throughout the tenure of my project in spite of his hectic schedule, It was truly remained driving spirit in my project and his experience gave me the light in handiing project and helped me in clarifying the abstruse concepts, requiring knowledge and perception, handling critical situations and in understanding the objective of my work, I would like to thank Mr. Vijay Vikram Singh (Area Development Coordinator) & Mr. Neeraj Jaiswal (Customer Executive) whose valued suggestions and directions always encouraged and motivated me for the project. They helped me in understanding the market and other related concepts and processes in a better and easier way. 1 would like to thank all the staff of PepsiCo India Haldings Pvt. Ltd for their dedication & support, Thanks to all the RSPs and PSRs for their help and contribution, 1 also earnestly thank Dr. VJ Siva Kumar: Professor (DOMS) my faculty guide for his kind support in helping me through the various stages, his attention, care and guidance have been insirimicntal in mectiiy the objectives of the project. Ii was my privilege to be under stich a veteran. [thik Dr. N Thaiaraisetvan, Head Department of Managensent ‘Studies (DOMS) for providing me an opportunity to do the project. PepsiCo Surmmer Internship Project Report Page3TABLE OF CONTENTS CONTENTS EXECUTIVE SUMMARY, PREFACE, BACKGROUND OF THE STUDY OBJECTIVES OF THE STUDY. SCOPE OF THE STUD’ BACKGROUND OF THE COMPANY .. COMPANY PROFILE IN INDIAN SCE! HISTORY OF PEPSICO , MISSION AND VISION OF THE COMPANY, PEPSICO VALUES & PHILOSOPHY PRODUCT PROFILE OF PEPSICO. j.scsne. CONSUMER CHOICE AT A GLANCE: INTRODUCTION TO COMPETITOR sssrsoise BACKGROUND OF THE COMPAN) HISTORY OF COCA-COLA si COCA-COLA IN INDIA su PRODUCTS OF COCA-COLA INDIA. RESEARCH METHODOLOG RESEARCH B SOURCES OF DATA. RESEARCH MEASURING TOOLS & TECHNIQUES. ANALYSIS AND INTERPRETATION DATA AN, OF VESBILITY INSTRUMENTS FINDINGS AND INTERPRETATIONS, SWOT ANA\ OF PEPSICO. CONCLUSION OF THE STUDY Sodage be pitenteee tn ME inact SUGGESTIONS AND RECOMMENDATIO BIBLIOGRAPHY .. ANNENURE. QUESTIONNAIRE... PepsiCo Surimer Internship Project Report Page 4EXECUTIVE SUMMARY PepsiCo is the world’s premier consumer Products Company focused on convenience food and beverages. We seek to produce healthy financial reward to investors a we provide opportunities for growth and enrichment to our employees. As one of the largest food and beverage businesses in India, PepsiCo India offers consumers a wide-ranging portfolio of enjoyable and wholesome products, PepsiCo isa world leader in convenient foods and beverages, with 2012 revenues of more than US$ 66 billion and 278,000 employees. The group has built an expansive beverage and foods business. To stipport its operations, PepsiCo has 38 bottling plants and 3 food plants in India, of which a few are company owned and others are franchisee owned PepsiCo’s a business based on its sustainability vision of nevery day making tomorrow better than today. PepsiCo’s commitment to living by this visi in its contribution to the country, consumers and farmers The whole business of any FMCG (Fast Moving Consumers Goods) company mainly depends on the retailers, so we can say that the retailers are the backbone of any FMCG organization The whole project termed as products’ market visibility enhancemem & Visi Report, in Which the whole analysis based on current market visibility position of products in Bareilly city. PepsiCo Summer Internship Project Report Page S‘The project was undertaken under the guidelines of PepsiCo India Holding Put, Lid. to study the market visibility of PepsiCo products in order to increase the sales of Pepsi and problems faced by distributor and retailers and recommend the company how to solve these problems. A detailed survey to the consumer was carried to find out their preferences for Soft Drinks. ‘The details of the methodology are stated below. Areas are C.B. Ganj, Fatehganj West, Meergan), Nainital Road, Stadium Road, Sanjay Nagar Bypass, Pilibhit Bypass and Old city in Bareilly, Research design: Exploratory and descriptive. Sources of information are primary and secondary data, PepsiCo Summer Internship Project Report Page 6PREFACE Market provides a key to ain actual success only to those brands which match best to the ‘current environment i. “imperative” whieh can be delivered what are the people needs and they are ready to buy at the right time without any delay, It is perfectly true but this also depends on a number of other pivotal factors, These taetors inelude Avs ability of good quality products and excellent taste and services along with visibility of the produet in the market supported by perfect promotional and advertisement strategies; which further attract and aid a golden opportunity for huge sales. This also depends on the good planning approach and provide ample opportunity ph sufficient amouit of produets for sales in the coming next financial year. This survey report introduces study of conumers” prefirences for PEPSI. After’ going through a detail anaiysis of market behaviour and future prospect based on availability and visihility of the product in the market, it may also provide an opportunity to PEPSI to frame a ‘good future plan to maximize ils customer base and to establish ils guiding role in the marker of Bareilly in particular and throughout the country as a whole, The study report will also provide an opportunity to 1c its market potential business areas, products & services are to be offered by the company to the customers. ‘This study report also provides the various factors affecting the services. Marketing Division Of PEPSI has to keep in mind vatious factors specially while preparing a plan fist marketing its product or services, Details description along with analysis of surveyed data is. being presented in this report, PepsiCo Summer Internship Project Report Page 7BACKGROUND OF THE STUDY Market study is an essential process to develop the conipanies’ database by collection of data, analyses of data, reporting of the data according to the specific situation for any marketing activity that the company is facing due to the increase in the competition & the development of various marketing competitors or numerous external factors affecting. Modern marketing calls not only for developing « good product, but pricing it attractively & making it accessible to target customers, H's pivotal to showease the product in a very tempting fashion. Organizations also need to communicate with their present’ potential! customers about their present offerings. Needs to develops an effective & efficient strategy with the aim of creating awareness, developing knowledge and liking preference convictions among the organizations’ target audience with a view to convert them into prospective buyer. ‘This project report exhibits study Of market-visibility and availability of praducts of PepsiCo. It also captures the comparative analysis in terms of product market visibility and availability of competitor in Bareilly territory. This project report endeavours: to study of "MARKET VISIBILITY OF PEPSICO PRODUCTS". PepsiCo Surnmer Internship Project Report Page 8OBJECTIVES OF THE STUDY As it is known that soft-drink industry is very much sensitive towards promotions, retailers’ preferences, visibility and availability of the product in the market plice. This is also commonly known that presentation of the soft-drink on retail shop is one of the most erucial factors deciding the performance of a particular brand, Keeping the axiom in the mind that “AWAY FROM SIGHT, AWAY FROM MIND’ the objectives of the study are as following: © The main objective of the project is to analyze ‘and study in efficient way the current position. of PepsiCo. products’ market visibility © To perform SWOT analysis of PepsiCo, This would help us identify areas of potential ‘opportunities to sustain the market leadership, © The study was aimed to perform Market visibility Analy of producis of the Company & find out different affecting factors, © Another objective of the study was to perform Competitive analysis between PepsiCo and its competitor Coca-Cola, SCOPE OF THE STUDY This studly basically tries to discover the current position of PepsiCo in the market, It also tries to discover the present preferences of the customers and retailers an the basis of availability afd showcasing of the products. It is primatily directed w the general public but was dane only in Bareilly. PepsiCo Summer Internship Project Report Page 9BACKGROUND OF THE COMPANY Type Manufacturer Country of Origin: Founded Founder(s) Headquarters Key People Products Revenue Operating Income: Net Income Employees Divisions : Web Site = PEersSsiCcoe Food & Non-aleoholic beverage PepsiCo. United States New Bern N.C, U.S. (1890) Caleb Bradham, Donald M. Kendall and Herman W. Lay Purchase, New York, U.S. BR & D headquarters in Valhalla Indea Noayi (Chairperson and CEO) Pepsi, Diet Pepsi, Mountain Dew, AMP Energy, Aquafina, Sierra, IST, SoBe, Starbucks Frappuccino, Lipton teed Tea, Tup, Atom, Mirinda, t2ze, Tropicana Products, Copelta, Naked Juice, Gatorade, Propel Fitness Water, Quaker Oats Company, Lay's, Doritos, Cheetos, Kurkure, Fritos, Rold Gold, Ruffles, Tostitos,Slice, US $ 66,504 billion US $ 9.633 billion US $ 6,462 billion 278,000 (2012) PepsiCo Americas, PepsiCo Intemational PepsiCo.com PepsiCo Summer Internship Project Report Page 10Pepsi Cola Company how produces aid markets neatly 200 refreshment beverages to retail, restaurants and foou service customers in more than 190 countrics and territories around the world. PepsiCo World Headquarters is located in Purchase, New York. Pepsi Co. is the world leader in the food chain business, It consists of many companies amongst which the prominent ones are Pepsi Cola, Frito-lay, Pepsi food international, Pizza-hat, KEC and Taco bell. The group is presently into three most profitable businesses namely, Beverages Snacks foods and Restaurants. The beverages segment primarily market it Pepsi diet, Pepsi Mountain Dew and other brands worldwide and 7UP outside the U.S. market. They are positioned in close competition with Coca Cola ine. of USA, ‘The Snacks food divisions manufacture and distribute and markets others snacks worldwide, The restaurant segment primarily consists of the operations of the worldwide Pizza-Hut, Taco hell, PepsiCo’s restaurant distribution operation, ‘supplies to Company owned and Franchise restaurants in the U.S. When Coca Cola changed its firmuta in 1985; Pepsi Stepped up its competition with its long time rival claiming victory in the Cola-wars, Coke and Pepsi expended their rivalry to tea in 1991 when Pepsi formed a vemtuire with No.1 Lipton in response to Coke's announced venture with Nestle (Nestea). “PepsiCo is going blue". This was tho new color adopted by the company to strengthen iis brand globally, Also the company is changed colors from Generation X to GENERATION NEXT. Although Pepsi holdings over the years have become diverse in such fields as the PepsiCo Summer Internship Project Report Page LLShacks industry and Restaurants industry, this portfolio will discuss its core business and its highly successful business of Beverages. The soft drink industry customer hase is probably the widest and deepest base in a world that is flooded with some many categories. According to Beverage Digest the custorher base for soft drinks is a whopping 95% of regular users in the United States. This represents a large field of potential customers for Pepsi Cola. Pepsi prefers to segment itself as the beverage choice of the “New Generation”, “Generution Next”, or just as the “Pepsi Generation. These terms adopted in Pepsi's advertising campaigns are referring to the markets that, marketers refer to as Generation X. ‘The Generation X consumer is profiled to be between the ages of 18 to 29. They have high expectations int life and are very mobile aid active: They addpt'a lifestyle of living for today ‘ibd not worrying about long-term goals, Those Pepsi's ntain emphasis on this segment they also have a focus on the 12 to 18 year old market. Bopsi believes ifthey can get adopt their product then they could establish a loyal customer tor life, Pepsi Cola throughout its 100 years of existence has developed much strength, One of the strengths tHiat have developed Pepsi into such a large corporation is a strong franchise system, ‘The strong franchise system was the backbone of success along with a great entrepreneur spirit, Pepsi's franichise system and distributors is credited to bring Pepsi froma 7,968 gallons of soda sold in 1903 to nearly 5 billion gallons in the year of 1997, Pepsi also has the luxury to spend 225 million dollars in advertising « year: This enormous advertising budget. allows Pepsi to reinforce their products with reminder advertising and promotions. This kitge budget also allows Pepsi to inttoduce few products aid very quickly make the consumer become aware of their new products. PepsiCo Surmmer Internship Project Report Page 12Pepsi also. has had the good fortune of making very wise investments, Some of the best investments have been in their acquiring several large fast food restaurants. They hve also made wise investments in snack food companies tike Frito Lay, which at present time is the largest snack compaiy tn the world. Probably high on the lst of strengths is Pepsi’s beverage Hine up. Pepsi has four soft drinks in the top ten beverages in the world, These brands are Pepsi, Mountain Dew, Diet Pepsi, and Caffeine Free Diet Pepsi. Some other strong brands ure All Sport, Slico, Tropicana, Starbucks, Aquafina and a license agreement with Ocean Spray Juices. PepsiCo Surnmer Internship Project Report Page 13COMPANY PROFILE IN INDIAN SCENARIO Since the entry of Pepsi co, to India in 1987, the soft drink Industry has undergone a radical change. When Pepsi entered parley was the leader with “Thumps UP" being its Magship brand, Other product offerings by parley included Lime & Gold Spot, Another upcoming player in the market was the erstwhile bottle of Coca-Cola, Pure Drinks, Its offerings included Campa Cola, Camps Lemon and Campa Orange. With the re-entry of Coca-Cola in the Indian market, Pepsi had to go in for more aggressive marketing to sustain its market share. The chronology the initial phase of the “Coal Wars" in India was:= Suly 1986 An application fr soft drinks-cum-snack food joint venture by Pepsi, Voltas and Punjab Agro is submitted to the government afler an earlier proposed allianee- 1985, between Pepsi and Duncan's of the Goenkas fails to take off, Sept. 1988 Final approval to the Pepsi Foods Limited. Project granted by the Cabinet ‘Committee on Economic Affairs of the Rajeev Gandhi Government Mareh 1990 Pepsi Cola andl Seven up were launched in limited market in North India, May 1990 The government ¢lears the Pepsi project again bul with a change in brand name to Lehar Pepsi. Simultaneously it rejects the Coca-Cola application Citra form the Parle stable hits the market. PepsiCo Surnmer Internship Project Report Page 14Wee 1991 Pepsi extends its soft drinks reach on national scale. Products launched in ‘Dethi and Bombay. dan 1992 Brito. Foods application cleared by the FTPB, Pepsi and Parle start initial negotiations for strategie alliance but talks break off after a while. 1993 Pepsi launches Teem and Slice. Captures-about 25.30% of the soft drinks market in about two years. July 1993, ‘Voltas pulls ouit of PFL joint venture, Pepsi decides to: raise equity to 92% Reports of coke ~ Parle negetiations gain strength, 1994 Pepsi brought Dukes& Sons 1995 Pepsi launched Cans having capacity of $30 ml in various flavors. 1997 Pepsi brought Mirinda Orange opposite to Panta. 1998 Pepsi launched Lemon Mirinda to give taught competition to Limca, 1999 Pepsi has launched its Diet Pepsi Can and 1.5 Liters pet battles: for health conscious people. PepsiCo Surmmer Internship Project Report Page 15Refusing to dilute its equity state Coca-Cola winds up operations in the country. Parle launches Thumps Up and Drinks launches Campa Cola. 2001 Pepsi launched Aquafina opposite to Kinley, 2003 Pepsi launched Mount: 2005 Mirinda lemon zinger, TUP.Ice was launched by Pepsi. 2006 Bubbly Pepsi was launched 2007 Pepsi Gold was launched 2009 Nimbooz by Tup was launched 2010 PepsiCo India recently launched a new flavor named “7UP Ice” in Indian market. It is hard that 7UP. The taste of TUP Ice is mint, And Mirinda Bat Berry, The laste of Mirinda Bat Berry is like Glicodin, 201 |In April 201 1, Pepsi announced that customers will be able to buy a complete stranger a soda at a new “social” vending machine, and even record a video that the stranger would see when they pick up the gift PepsiCo Summer Internship Project ReportIn May 2011, the week before Memoriall Day, Pepsi launched a limited edition flavor called "Memorial Day Pepsi", with blueberry and cherry flavors added to the cola, 2012 In March 2012, Pepsi introduced Pepsi Next, a cola with half the calories of regular Pepsi 2013 Pepsi launched Atom Cola, a cola with stronger taste in comparison ta Pepsi cola, The brand was available in 200ml and $00m! glass and pet bottles respectively. PepsiCo Summer Internship Project ReportHISTORY OF PEPSICO 2 PEPSICO 1893—-Caleb Bradham. 2 young pharmacist and industrialist from New Bern, North Caro begins experimenting. with many different soft drink concoctions: patrons” and) friends sample them at his drugstore soda fountain, 1898--It was first introduced as "Brad's Drink" in New Bern, , North Carolina in 1898 by Caleb Bradkam, a combination of carbonated water, sugar, vanilla, rare oils and cola nuts, is renamed "Pepsi-Cola" on August 28, 1898, Pepsi-Cola receives its first logo. PepsiCo Summer Internship Project Report Page 181902-The instant popularity of this new drink leads Bradham to devote all af his energy to developing Pepsi-Cola into a full-fledged business. He applies for a trademark with the U.S, Patent Office, Washifigion D.C., and forms the first Pepsi-Cola Company, The first Pepsi- Cola newspaper advertisements appeared in the New Bern Weekly Journal, 1910—The first Pepsi-Cola bottlers’ convention is held in New Bern, North Carolina ete. 1920--Pepsi theme line speaks to the consumer with "Drink Pepsi-Cala, it will satisfy you.” 1931--U,S. District Court fr Bastem’ District Virgitiia declares the National Pepsi-Cola Company bankrupt, the second bankruptey in Pepsi-Cola history. The, Loft andy company acquires the National Pepsi-Cola Company. Charles G. Guth, president of Lott, assumes leadership of Pepsi and commands the reformulation of Pepsi-Cola syiip formula, 1940--PepsisCola Company makes ailvertising history with "Nickel, Nickel.” the “fifst advertising jingle ever broadcast nitionwide on radio. Pepsi receives its new logo, its third change since 1906. 1950-- Alfred N. Steele becomes President and CEO of PepsisCola, Mr. Steele's wife, Hollywood movie star Joan Crawford, is instrumental in promoting the company's product line, Pepsi receives its new logo, which incorporates the “boitle cap" look. The new loge is the fifth ini Pepsi history, 1960--Young adults become the target consumers and Pepsi advertising keeps pace with “Now it's Pepsi, for those who think young”. 1970—-Pepsi ieads the way ima metries by introducing the industry's first two-liter bottles, Pepsi is also the first company to respond to consumer proference with light-weight, PepsiCo Summer Internship Project Report Page 19recyclable, plastic bottles. Vie Bonomo is iiamed President of Pepsi-Cola. The Pepsi World Headquarters moves from Manhattan to Purchase, NY. 1980--Pepsi becomes number one in sales in the take home market. 1990--American Music Award and Grammy winner rap artist Young MC writes and performs songs exclusively for national mdio ads for Pepsi. Ray Charles joins the Pepsi family by endorsing Diet Pepsi. The slogan is "You Got the Right One Baby.” 2000--Although Pepsi is a great place to work, Steven Truitt takes his skills and hard work elsewhere (for mare miuney of course!), therefore putting an end to his Pepsi page! For more information about Pepsi, choose a search engine and search for ‘Pepsi’ or visit www pepsi.com or www:pepsica.com, 2010-- "Youngistan ka wow", 2011 "Change the game" (India, Bangladesh & Pakistan for the 201) Cricket World Cup) PepsiCo Summer Internship Project Report Page 20MISSION AND VISION OF THE COMPANY Mission “Our missio is to be the world's premier consumer Products Company focused on conver iem foods and beverages. We seek to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate, And in everything we do, we strive for honesty, fairness and integrity.” Vision “PepsiCo's responsibility is to continually improve all aspects of the world in which we ‘operate - environment, social, economic - ereating a better tomorrow than today. Our vision is UL info action through programs and a focus on environmer stewardship, activities to benefit society, and a comn mk i to build shareholder value by making PepsiCo a truly inable company.” PepsiCo Summer Internship Project Report Page 21Performance with Purpose “At PepsiCo, we're committed to achieving business and financial suecess while leaving a positive imprint on society - delivering what we call Performance with Purpose. Our apptoach to superior financial performance is straightforward - drive shareholder value, By addressing social and environmental issues, we also deliver on our purpose agenda, which consists of human, environmental, ancl talent sustainability,” PepsiCo Values & Philosophy “Our Values & Philosophy are,a reflection of the socially and environmentally responsi company we aspire to be, They are the foundation for every business decision we make, We ‘are committed to delivering sustained growth through empowered people acting responsibly What It Means Sustained Growth sustained growth stimulates innovation, places a value on results, and helps us understand fundamental to motivating and measuring our success. Our quest for whether today's actions will contribute to Gur future. It is about the growth of people and conipany performance. It prioritizes both making a difference and getting things done, Empowered People means we have the freedom to act and think in ways that we feel will get the job done, while adhering to processes that ensure proper governance and being of eompany needs beyond our own. Responsibility and Trust form the foundation for healthy growth, We hold ourselves both personally and corporately accountable for everything we do, We must earn the confidence others place in us as individuals and as a company. By acting as good stewards of the resources entrusted to us, we strengthen that trust by walking the talk and following through on ottr commitment to succeeding together. PepsiCo Summer Internship Project Report Page 22PRODUCT PROFILE OF PEPSICO Following are the brands of PepsiCo in Indian soft drink market and they differ in taste, flavor and also in their colours. = PEPSI AND ATOM COLA: PepsiCo Summer Internship Project Report Page 23BRAND HISTORY Pepsi is hundred-year-old brand loved by over 200 million people worklwide. ‘The largest single selling soft drink brand in India, Pepsi és ubiquitous on just about every social occasion. + Younigistaan loves it, 200 million people worldwide love it, But what has made Pepsi the single largest selling soft drink brand in India is actually a formula concocted a century ago in a faraway continent, + 1886, the US. Caleb Bradman, a man with a plan formulated a blockbuster of a digestive drink and decided to call it Brad's drink. The potion was to become Pepsi Cola in 1898, and eventually, Pepsi in 1903, «Since its inception, Pepsi has always been at the foretfont of the beverage industry and has come up with revolutionary concepts such as Diet Pepsi, 21 bottles, recyclable plastic cola bottles and the enviable My Can, * Atom plays the role of strong cola in the wide range of PepsiCo soft drink products. BRAND ADVANTAGE « Popsi has become a friend to youth and youth culture. Over generations, youngsters have grown up with Pepsi and have shared an emotional connect with it unlike with any other cola brand. Be it parties, hangouts with friends, or just another day at home, aday is never complete without the fizz of Pepsi! + Pepsi has always fuelled youth passions like cricket, Bollywood, music and now football. Youth icons like MS Dhoni, Ranbir Kapoor, Didier Drogba, Virendar Sehwag, Sachin Tendulkar, Priyanka Chopra and Deepika Padukone have endorsed Pepsi since its launch in India. © Pepsi Changed the Game during the 2011 cricket world cup by challenging convention, celebrating the unorthodox and by becoming the official sponsor of everything that was unofficial about the sport! Change the Game even as a thought has gained enormous popularity and generated tremendous buzz PepsiCo Summer Internship Project Report Page 24BRAND FACTS. + Flagship brand of PepsiCo, + 100 year old brand loved by over 200 million peaple worldwide. * An iconic youth brand in India. + The single largest selling soft drnik brattd in India, # Atom was launched in 2013. = 7UP: — OS PepsiCo Summer Internship Project Report Page 25BRAND HISTORY TUP, the refreshing clear drink with a natural lemon and lime flavour was created in 1929, TUP was launched in India in 1990 and its international mascot Fido Dido was used for advertising in 1992 to position the brand as a cool dritk for youngsters. Fido becaime an instant hit with his trendy look, laie-hack attitulle andl tnoonventional take on Fife, During the brand’s early years in India, 7UP gained market leader status in the lemon lime caregory by being one of the first to be nationally distributed besides being marketed as a healthier alternative to other soft drinks. BRAND ADVANTAGE For the past two years 7UP’s ambition as a brand has been to capture and own the Iemon refreshment territory within the clear lime category. “Lemon” has proven to be a clear and relevant differentiator for the brand. ‘Further, the emotional connect with the idea of uplift through refrestiient has led to dn impressive payofT for the btand. BRAND FACTS ‘There are many theories for the origin of the TUP name: According to Professor Gary Yu (UCSB) and researchers for the popular Unele John’s Bathroom Reader the name is derived from the aidimic mass of Lithium, 7, which was originally one of the key ingredients of the drink (lithium citrate). However, there are numerous other myths explaining the name: = Its creator named the soft drink after winning at a-easino with three-rolls of 7 and the letter U. + The ofiginal bottle contained seven ounces; its creator carne up with the mame while playing dice, * TUP was the seventh large commercial lemonade brand that tasted the same_ Before the formula changed in 2006, a can of 7UP included seven ingredients. © The ‘Up’ in the drink’s name might refer (o the ofiginal inchasion of lithium citrate, when it was marketed as a patent medicine to cuire hangovers. * The name ‘7UP* was a reference to the esoteric concept of the Seven Planes, made famous by the Intemet series The Arrivals, PepsiCo Summer Internship Project Report Page 26= The name came from the seventh ining stretch “7UP" in baseball tradition, = FUP was ereated in 1929 = 7UP was launched in India in 1990, = MOUNTAIN DEW: BRAND HISTORY ‘The main formula of Mountain Dew was invented in Virginia, The drink was named and first marketed in Johnson City, Tennessee and Knoxville, Tennessee in 1948, In India, Mountain Dew set the soft drink category ablaze in 2003 with its iconic launch campaign “Cheetah Bhi Peeta Hai’ BRAND ADVANTAGE It is a soft drink that exhilarates like no other because of its active, high-energy, extreme citrus taste, The idea of daring, challenges, a ‘can do’ attitude, adventure and exhilaration are PepsiCo Summer Internship Project Report rage 27deeply entrenched in its brand DNA. The brand has always celebrated the bold, adventurous and rebellious spirit of youth, This is reflected in the high-adrenaline advertising of the brand and its connection to outdoor adventure. BRAND FACTS: In 2007, the brand was re-launched with a completely new. punchier formulation Communication aimed at forging a strong emotional connect with the audience. Thus began the ‘Darr Ke Aage Jeet Hai” campaign, which acknowledged that fear was a very real aspect of the world of adventure and Mountain Dew wanted young people to believe in themselves in their moment of fear, For beyond fear lay victory. = Mountain Dew was invented in Virginia in 1948 * Iwas launched in India in 2003. = Mirinda : PepsiCo Summer Internship Project Report Page 28BRAND HISTORY Mirinda is an international sof drink brand from Spain that was launched in India in 1991, ‘The irresistible taste of Mirinda was communicated through our 1996 ‘Mirinda Men” campaign, the 2000 ‘Taste Pe Atka, Mirindaaaa’ campaign and the “Taste Aisa Chaye Character Fisla Jaye’ campaign of 2003. In 200, the brand decided to up the ante and deliver a brand philosophy that would resonate strongly with consumers, Consequently, Mirinda adopted a bokt and vibrant colour, great orangey taste and sparkling bubbles that encouraged one to be more carefive, spontaneous and playful and occasionally give in to an impulse of uninhibited fun, This was conveyed through the ‘Pagalpanti Bhi 7 established orange as the core of the brand with ‘Orange Dikha Toh Mooh Bola Mirindasaa’, BRAND FACTS Mirinda has always stood fOr great bold! taste that unleashes uninhibited fun, Taking the promise forward, Mirinda launched two new exciting flavors- Orange Mange and Orange Masala which appeal to the Indian palette. While Orange Mango is the perfect mix of the sweet candy taste of mango flavor and the tanginess of original Mirinda Orange; Orange Masala tickles the taste buds witha hint of fruit-masala flavor added to Mirinda Orange. The launch was supported by a robust 360-degree campaign ineluding outdoor, online and a consumer engagement programme to bring alive the taste experience. = 1991: Mirinda Orange launched in India. = 1998: Mitinda Lemon launched in ndia, PepsiCo Summer Internship Project Report Page 29= SLICE: BRAND HISTORY Slice was launched in India in 1993 as a refreshing mango drink and quickly went on to become a leading player in the category. In 2008, Slice was re-launched with a winning product formulation that made consumers fall in ove with its taste, With new pack graphics and clutter-bre: king advert ce has built'a powerful appeal. PepsiCo Summer Internship Project Report Page 30BRAND ADVANTAGE, With the launch of the ‘Aamsutra’ campaign in 2008, jis winning taste and appealing pack graphies, Slice created a great deal of excitement in its category and celebrated the indulgence in mangoes like no other brand had done before: While other players have portrayed the mango as a simple and innocent fruit, Slice celebrates the sheer indulgence and sensuality involved in consuming a mango. The creative “Aamsutra’ idea communicates the experience of extreme sensuous pleasure through the act of drinking Slice. Slice was the fitst brand ever in the Juice and Juice Drinks category to sigh on Bollywood diva Katrina Kaif as the brand ambassador for Slice. In 2009, Slice took the notion of indulgence toa whole new level with the: launch of the “Slice Pure Pleasure Holidays’, giving its consumers a chance to win luxurious all-expenses-paid holidays to dream European destinations like Paris, Vienna, Greece and Venice. Brand Facts © Slice was launched in India in 1993 © Slice Mangola was introduced in 1994 = Nimbooz : PepsiCo Summer Internship Project Report Page 31BRAND HISTORY Nimbooz was launched in India on the 28th of February 2009. It is the latest addition to the Pepsi beverages portfolio. BRAND ADVANTAGE, ‘The brand delivers very strongly on certain expectations. These are: Locally Relevant Taste Nimbooz is a great tasting product. It has capitalized on the existing familiarity with and high consumption of unpackaged / hom Indian Identity by using the traditional Matka (Earthen Pot) and Squeezer in the manu facturing process. -made nimbu pani. It has,remained true to its authentic Accessibility Nimbooz is India's first nationally available packaged Nimu Pani. BRAND FACTS. © India’s first nationally available packaged Nimbu Pani, © Iwas launched in India in 2009. PepsiCo Summer Internship Project Report Page 32«= TROPICANA: BRAND HISTORY ‘Tropicana was founded in Bradenton, Florida, USA, in 1947, It is now enjoyed almost everywhere in the world, Carefully nurtured for over 50 years, Tropicana has matured into one of the most respected beverage brands. Tropicana is the #1 brund in packaged 100% Juice* in the world in 2011 in off-trade volume. It is today available in 63 countries. Since 1998, Tropicana has been owned by PepsiCo, Inc. Tropicana Premium Gold was re-launched a8 Tropicana 100% in 2008, —. ————_—_——_— mm PepsiCo Summer Internship Project Report Page 33BRAND ADVANTAGE Tropicana continues to select the best fruit to manufacture high-quality juices and original products, pioneer innovative processes and explore new markets fr its products. It is ‘committed to fostering healthy lifestyles by ensuring that its products are naturally nutritious and provide the daily benefits that one needs. In India, Tropicana comes in two categories: 100% Juices (sold as Tropicana 100%) and Juice Beverages (sold as Tropicana). BRAND FACTS © Launched in India in 2004. * Available in two categories - 100 percent juice and juice-based dtinks. BRAND HISTORY Aquafina was first launched in the US in 1994, With its unique purification system and great taste, Aquafina soon became the besiselling brand in the country. In India, Aquafina’s journey began with its launch in Bombay in 1999 and it was rolled out nationally by 2000. PepsiCo Summer Internship Project Report Page 34On the strength of its brand appeal and distribution, Aquafina has become one of India's leading brands of bottled water in a relatively short span of time. BRAND ADVANTAGE Aquaifina goes through a five step state-of-the-art purification process to give consumers pure water and perfect taste. Aquafina has been built through refreshing and sharp advertising, The “What a Body’ campaign has helped the brand to diive premium, modern and youthful imagery in an otherwise undifferentiated category. Bottled across India in 19 plants, Aquafina is available across more than half a million outlets. Catering to diverse consumer needs and ‘veasions, it is available in various pack sizes like 300ml, 500ml, 1 ltr and 2 ltr bottles and in bulk water jars of 25 ltrs. Aquafina is the face of PepsiCo’s water conservation initiatives and builds awareness about PepsiCo’s efforts to replenish and restore the water table through its pack labels. PepsiCo Summer Internship Project Report Page 35CONSUMER CHOICE AT A GLANCE: Pepsi Mainly preferred by youngsters & kids Mirinda ‘Common Drink, Slice Mostly preferred by Ladies & kids. Tup ‘Youngsters Mountain dew ‘Youngsters ‘Tropieana Aquafina Atom Basically preferred by Ladies & kids, Mostly preferred by traveller. Strong cola mostly preferred by youngsters. PepsiCo Summer Internship Project Report Page 36INTRODUCTION TO COMPETITOR BACKGROUND OF THE COMPANY Industry Country of Origin Founded Founder(s) Headquarters Key Peaple Products Revenue Operating Income Net Income Employees Web Site Me Cabela Company Beverage United States 1886 Asa Griggs Candler Coca-Cola Headquarters, Atlanta, Georgia, U.S Mubtar Kent ( Chairman & CEO) Coca-Cola, Diet Coke, Thums Up, Sprite, Fanta, Limea, Maaza, Minute Maid Pulpy Orange, Minute Maid Nimbu Fresh, Burn, Kinley Water, Kitlley Soda, Schweppes, US $48.01 billion US $ 10.84 billion US $9.01 billion la 0 (2012) Coca-ColaComy PepsiCo Summer Internship Project Report Page 37HISTORY OF COCA-COLA In May, 1886, Coca Cola was invented by Doctor John Pemberton a pharmacist trom Atlanta, Georgia. John Pemberton concocted the Coca Cola formula in a three legged brass kettle in his backyard. The name was a suggestion given by John Pemberion's bookkeeper Frank Robinson, Being a bookkeeper, Frank Robinson also had exeetlem penmanship. It was he who first scripted “Coca Cola” imo the flowing letters whieh has become the famous logo of today, The soft drink was first sold to the. public at the soda fountain in Jacob's Pharmacy in Atlanta on May &, 1886. Until 1905, the soft drink, marketed as a tonic, contained extracts of cocaine as well as the caffeine-rich kola nut. By the late 1890s, Coca-Cola was one of America's: most popular fountain drinks. ith another Atlanta pharmacist. Asa Griggs Candler, at the helm, the Coca- Cola Company increased synup sales by over 4000% between 1890/and 1900, Advertising was an important factor in Pemberton and Canudler’s success and by the turn of the century, the driik was sold across the United States ancl Canaga, Around the same time, the company began selling syrup to independent bottling companies licensed to sell the deitik Even today, the US soft drink industry is organized on this prineipie. Untit the 1960s, both small town and big city divellers enjoyed carbonated beverages at the Jocal soda fountaiit or ie ércam saloon. Often housed in the’ drug store. the soda fountain counter served as a meeting place for people of all ages. Ofien combined with lunch counters, the soda fountain declined in popularity as commercial ice cream, bottled soi drinks, and fast food restaurants came to the fore, On April 23, 1985, the trade seeret "New Coke" formula was released. Today, products of the Coca Col ‘Company are consumed at the rate of more than one billion drinks per day. PepsiCo Summer Internship Project Report Page 30‘The CocasCdla Coiparly started out as an significant one man business and over the last ‘one hundred and ten years it has grown into one of the largest companies in the world. The first operator of the company was Dr. John Pemberton and the current operator is Roberto Goizueta. Without sdeicties help, Coca-Cola cduld not have become over a $0 billion dollar business. Coca-Cola was invented by Dr. John Pemberton, an Atlanta pharmacist. He concocted the formula in a three legued brass Kettle in his backyard on May 8, 1886, He mixed a combination of lime, cinnamon, coca leaves, and the sees of a Brazilian shnib to make the fabulous beverage (Things go’ better with Coke). Coca-Cola debuted in Atlanta's largest, pharmacy, Jacob's Pharmacy, as a five cent none carbonated beverage. Later on, the carbonated water was added to the syrup to make the beverage that we know today as Coca-Cola, Coca-Cola was originally used as a nerve dnd brain tonic and a medical elixir. Coca-Cola was named by Frank Robinson, one of Pemberton’s close friends; he also penned the famous Coca-Cola togo in unique seript, PepsiCo Summer Internship Project Report Page 39COCA-COLA IN INDIA After a 16 years absence, Coca-Cola returned to India tn 1993, The Company's presence in India was cemented in November that year in @ deal that gave drink Coca-Cola ownership of the nation’s top soft-brands and bottling network, Coca-Cola lidia has made significant investments to build and continually ingprove its business in India, including new production facilities, wastewater treatment plants, and distribution systems and marketing equipment. During the past decade, the Coca+Cola system has invested more than USS | billion in India COCA-COLA PRODUCTS IN INDIA Leadit Indian brands Thums Up, Litea, Maaza, Citra and Gold Spot joitt the Company's International family of brands including Coca-Cola, Dict Coke, Sprite and Fanta, and the Schweppes products range. PepsiCo Surmmer Internship Project Report Page 40PRODUCTS OF COCA-COLA INDIA COCA-COLA In India Coca-Cola was leading soft drink till 1977 when Government policies necessitated its departure, Coca-Cola made its return to the country in 1993 and made significam investments to ensiire that the beverage is available to more and mare people, even in remote and inaccessible parts of the nation. Over the past fourteen years has enthralled consumers in India by connecting with passions of India ~ Cricket, movies, music & food. Coca-Cola's advertising campaigns “Jo Chaho Ho Jaye” & “Life Ho Toh Aise” were very popular & had entered youths vocabulary. In 2002, Coca-Cola lausiched its iconic campaign “Thanda Matlab Coca-Cola” which sky rocketed the performance to make it India's favourite soft drink brand. LIMCA: Limea was introduced in 197] in India. Limea has remained unchallenged as the No. sparkling drink in the cloudy lemon segment, The success formula is the sharp fizz and PepsiCo Summer Internship Project Report Page 41lemoni bite combined wit the single ininded proposition of the brand as the provider of “Freshness”, Limea can cast a tangy refreshing spell on anyone, anywhere. Derived fram “Nimbu” + “Jaise” hence Lime Sa, Limea has lived up to its promises af refreshment and has been the origiital thirst choice of millions of customers for ovet 3 decades, THUMS UP: ‘Thums up is a leading sparkling soft drink ‘and most trusted brand in India. Originally introduced in 1977, Thums up was acquires by The Coca-Cola Company in 1993. Thums up is known for its strong, taste and it confident, mature and uniquely masculine attitude. This brand clearly seeks to separate the men from the boys, SPRITE: Sprite a global leader in the lemon lime category is the second largest sparkling beverage brand in India, Launched in 1999. Sprite with its cut-thna perspec has managed ta be a true teen icon, PepsiCo Summer Internship Project ReportFANTA: Fanta entered the Indian market in the year 1993, Over the years Fanta has oceupied a strong market place and is identifies as “The Fun Catalyst”, Perceived as a fin youth brand, Fanta stands for its vibrant colour, tempting taste and tingling bubbles that not just uplifts feelings but also helps free spirit thus encouraging one to indulge in the moment. This positive imagery is associated with happy, cheerful and special times with friends. Minute Maid PAO an Koka =f MINUTE MAID PULPY ORANGE: The history of the Minute Maid brand goes as far back as 1945 when the Florida Food Corporation developed orange juice powder, The company developed a process that ated 80% of the water in the ofange jdicc, forming a frozen concentrate thal when reconstitute created orange juice. They branded it Minute Maid a name connoting the convenience and the case of preparation, Minute Maid thus moved from a powdered concentrate to the first ever orange juice from eancenirate. ‘The lounch of Minute Maid in India (started with the south of the country) is aimed to further extend the leadership of Coca-Cola in India in the juice drink eategory, PepsiCo Summer Internship Project Report Page 43a PA Cost yggrt ME MAAZA: Maaza was introduced in late 1970's. Maza has taday come to symbolise the very spirit of mangoes, Universally loved for its taste, colour, thickness and wholesome properties, Maaza_ is the mango lover's first choice | " WW J5 The importance of water can never be understated, Particularly in a nation such as India where water governs the lives of the KINLEY: ions, be it as a part of everyday ritual or as the monsoon which gives life to the sub continent. Kinley water comes with the assurance of safety from the Coca-Cola Company, PepsiCo Summer Internship Project Report Page 44RESEARCH METHODOLOGY RESEARCH DESIGN A research design is the specification of mettiods aud procedures for acquiring the needed infarmation. It is overall operational pattem or framework of the project that stipulates what information is to be collected from which source by what procedure. There are three types of objectives ina marketing research project: + Exploratory Research. © Descriptive Researel * Conclusive Research. Exploratary Research It was required to collect the information about how much Stock a particular and new retailer is keeping ai the time of survey, type of cobligg equipment used, display material used, etc. so the Exploratory Research was the type of research design that was required and being used by me to do the project, But some cases Conclusive Research also used. For my research I had to collect the information and data directly from each and’ every type of ret iler who is selling cold drinks. So the data I collected was the primary-data. Hence the research instrument | used was the primary datacallection. EDS FORMAT & VISI FORMAT. The EDS FORMAT contains both open endéd and closed ended questions, Therefore the research instrument used in my projeot was the Retailers were asked both the ¢kised oniled and open-erwled questions and their opinions form the basis of my findings and suggestions. ‘The objective of exploratory research is to gather preliminary information that will help in carrying out the analysis. PepsiCo Surmmer Internship Project Report Page 4SDescriptive Research The adjective of dest ive research is to describe things, such as the market potential for a prodiict oF the demographics and altitudes of consumers who buy the product, IV also aims at describing different behaviours of individuals towards numerous affecting factors, Descriptive research or statistical research provides data about the population or universe being studied. But it cun only describe the "who, what, when, where and how" ofa situation, not what caused it, Therefore, descriptive research is used when the objective is to provide a systematic description that is as factual and accurate as possible, It provides the number of tities something occurs, or frequency, lends itselfto statistical ealeulations such as determining the average tiumber of occurrences or central tendencies, Conelisive Research As the term suggests, conclusive research is meant to provide information that is useful in reaching conclusions or decision-making. It tends to be quantitative in navure that is to say in the form of numbers that can be quantified atid summarized, It relies on both secondary data, particularly existing databeises that are reanalyzed to shed light on a different problem than the original one for which they were constituted, and primary research, or data specifically gathered for the current study. The purpose of conclusive research is to provide a reliable or representative picture of the population through the use ofa valid researeh instrument, Based on the above definitions it can be established that this study isa De as the attitudes of the customers who buy the products have been stated. Through this study we are trying to analyze the various factors thal may be responsible for the preference. iptive Research PepsiCo Summer Internship Project Report Page 46SOURCES OF DATA ‘The data has been collected from both primary as well as secondary sources. * PRIMARY DATA. * SECONDARY DATA PRIMARY DATA The primary data has been collected simultaneously along with secondary data for meeting the established objectives to provide the solution for the problem identified in this study. The methods that have been used to collect the primary data are:- © Questionnaice. © Personal srview, © Observations SECONDARY DATA It is defined as the data collecied earlier for a purpose other than one currently being pursued, As a researcher I have scanned lat of sources to get an access to secondary data which have formed a reference base to compare the research findings, Secondary data in this study has provided an insight and forms an outline for the core objectives established ‘The various sources of secondary data used for this study are:- © News papers. © Magazines, * Text books, © Marketing reports of the company. © Internet, PepsiCo Summer Internship Project Report Page 47RESEARCH MEASURING TOOLS & TECHNIQUES ‘The primary tool for the data collection used in this study is the respondent's response to the questionnaire given to them. The various researeh measuring tools used are:- © Questionnaire. © Personal int © Tables. © Perceniages. © Pie-charts, © Bar-charts, * Column charts. SAMPLING DESIGN An integral component of a research design is the sampling plan, Especially it addresses three questions: Who to survey (sample Unit), how many to survey (Sample Size) and how to seleet them (sampling Procedure), Making the census study of the entire universe will be impossible on the account of limitations of time and money. Hence sampling becomes inevitable, A sample is only his portion of population, Properly done, sampling produces representative data of the entire population, SAMPL Ze i ‘Through questionnaire — 200 respondents. ii, Through personal interview — 40 respondents, ili, Observations, PepsiCo Summer Internship Project Report Page 48SAMPLING TOOL, ‘Questionnaire was used as a main tool for the collection of data, mainly because it gives the chance for timely feedback from respondents, Moreover respondents feel free to disclose all necessary detail while filling up a questionnaire, Respondents seeking any clarification can casily be sorted out through tool. ‘Sampling Tools Respondents Questionnaire Retailers‘Customers: 200 Personal Interview Retailers/Customers 40 ‘Observations Total 240 FIELD WORK ‘The study was conducted in 6 different territories of Bareilly rege ‘+ The questionnaires were given to the respondents to fill in order to get their feedback. * Questions were read out to the respondents and the answers were noted. © Observations were made and recorded accordingly. PepsiCo Summer Internship Project Report Page 49LIMITATIONS OF THE STUDY, ‘The main purpose of this study is to got idea about the visibility of the PepsiCo products in the market. But there are certain factors which affects this study they are as follow: + ‘Since the sampling procedure was judgmental, the sample selected may not be trie representative of the population. * Economic and market conditions are very unpredictable (Present and future). © The project duration is limited to 8 weeks so it limits the area of study. * The study was confined to Bareilly region due to which the result, cannot be applied universally, * The respondents were not very comfortable while giving information about their stock. © [tcannot be used for'a means of collecting information in areas where the literacy levels are low as the respondents may not be able to understand the purpose or the language of the EDS FORMAT & VISI FORMAT. * There are chances of biasness in some answers as most of people while in the market places are in a hurry and asking question in such ambience is'not very fruitful or goed idea. © During the survey, the ambience of Bareilly was not well due to extremely hot climate. + This report is based on the data & information which was given by the retailers and it is assumed that they had given correct information: PepsiCo Surmmer Internship Project Report Page 50ANALYSIS AND INTERPRETATION OUTLET COMPOSITION ‘Sr.No. Sales No. of Outlets: qT ‘Only Pepsi Products 18 2 ‘Only Coca-Cola Products 30 3 Mixed = 198 only coca-cola F ony : Interpretation: The exclusive stores of Coca-Cola are comparatively much higher in comparison to the exclusive stores of Pepsi. The shops which sell products of other soft drink companies hold a large number .The market composition of the area under survey can be casily understood by the above graph PepsiCo Summer Internship Project Report Page S1TYPES OF OUTLET Sr.No. Sales No, of Outlets T ‘Convenience shop 25 2 Groceries shop 38 3 Eateries o 4 Pan shops w 90. ‘80. 70 60. 50: 40. 30. 20 Convenience shop Groceries shop Eaterios Pan shops Interpretation: The maximum number of Outlets in the region surveyed is Eateries which include Restaurants, Dhabas, Canteens, Confectionaries and Food stalls ete. it is followed by Pan Shops. The most striking feature is that there is a great lag between the numbers of different kinds of outlets. So the opportunities are clearly visible in two least scoring groups. PepsiCo Summer Internship Project Report Page 52PAYOUT PREFERENCE OF RETAILERS Sr. No. Payout preference No. of Outlets PepsiCo iM Coca Cola 8 Equally preferred = 28 Cocacola 78 PepsiCo 13 Interpretation: The maximum number of retailers favoured the PepsiCo payouts. This also tsives the clear picture of the market favourabitity. The competitor is way behind in terms of customer favourability. PepsiCo Summer Internship Project Report Page 53SCHEMES/ OFFERS/ REWARD/REIMBURSEMENT PREFERENCE OF RETAILERS ‘Sr. No. Preference No. of Outlets i Pepsico ar 2 Coca Cola 168) caeacais Interpretation: The above chart clearly shows that there is a big chance for improvement to take place. In most of the cases retailers were not happy with the much elongated time compared to expected time; in receiving the rewards, PepsiCo Summer Internship Project Report Page 54SHORTAGE COMPLAINTS Sr. No. Preference No. of Outlets 1 PepsiCo 108 Coca Cola 4 3 No shortage complaints B SHORTAGE COMPLAINTS 0 a g2e3s3288 3 Popsico CocaCola —— Mo-shortage complaints, : Distribution must be taken care in a better way. Physical evidence must not be neglected because it’s very important to keep track of changing demand in accordance with the season, PepsiCo Summer Internship Project Report Page SSBEHAVIOUR AND SCHEMES COMMUNICATION OF ROUTE AGENT Sr. No. Preference No. of Outlets T Good 136 2 Satisfactory @ 3 Needs improvement 3 Interpretation: The above chart shows the sales force is having excellent goodwill in the market. Company is in big advantageous position in terms of customer relationship. This advantage can be capitalized in to huge opportunities. = PepsiCo Summer Internship Project Report Page 56DATA ANALYSIS OF VISBILITY INSTRUMENTS COOLING EQUIPMENT Sr. No. ‘Cooling equipment No. of Outlets 7 PepsiCo oR 2 Coca Cola 152 3 Owned 27 Cova Cola 55% PepsiCo Summer Internship Project Report PepsiCo 35% Page S7VISI PURITY ‘Sr. No. VISI ‘No. of Outlets 1 PepsiCo a 2 Coca Cola 58 PepsiCo Summer Internship Project Report Page 58GLOW SIGN BOARD ‘Sr. No. ‘Company No. of Outlets PepsiCo 23 2 Coca Cola 42 Pepsico ‘Coca Cola PepsiCo Summer Internship Project Report Page 59OUTLET SIGNAGE, Sr No. ‘Company No. of Outlets T PepsiCo B 2 Coca Cola 87 3 Both B PepsiCo Summer Internship Project Report Page 60FLOOR RACK ‘Sr. No. ‘Company No. of Outlets PepsiCo Summer Internship Project Report Page 61RETAILERS’ CHOICE ON DISPLAY MATERIAL OFFERINGS ‘Sr. No. Company No. of Outlets 1 PepsiCo, 64 2 Caca Cola 127 3 Both 49 Coca Cola 53% = PepsiCo Summer Internship Project Report Page 62FINDINGS AND INTERPRETATIONS © Interms of payout preference Pepsi is the most desired brand in the market © Pepsi must take serious care of availability of products in the market especially in peak season, © Most of the retailers are happy with the behaviour of the PepsiCo personnel, while rarely a few reported that still there are possibilities of improvement. © Most of the retuilers having company’s cooling equipment are not satisfied with after sale services. In peak season of May and June most of Pepsi Company's were not ‘working properly. * Most of the retailers reported that they have not received any display material or hoarding since last one year or 0. i Leakage and damage bottles are not return in distributor's side. © Insome cases few retailer shows me Insect or fiingus in the sealed glass bottle and reported against the cleanliness of glass bottles of PepsiCo. The most demanded pack of cold drink is of 200ml of glass boitle as it is in easy reach ofcaminan of lower class customer. © Schemes are not provided timely. PepsiCo Surnmer Internship Project Report Page 63SWOT ANALYSIS OF PEPSICO STRENGTHS WEAKNESSES Big Brand Name in India, Demands of specific products are not fulfilled. Company has goodwill among the public. Good Schemes, Increasing Market Share. 60 % market covered in India, Strong Distribution channel. Good Advertisement. ‘Colnpany has aiitomitie plait for Production, ‘Top management is very effective it ike decisions on every aspect of business like social responsibility, sitles promotion marketing, finance distribution ete. Communication Gap between Distributor and Retailer. Leakdige Problem, Distributors do not properly receive stock in season, Ste shoitage problei in season, Shortage of dge or VISI in market. ‘No inaintenance of fridge or VIST. Sales representatives of company are not performing according their efficiency so sales effected, PepsiCo Surnmer Internship Project Report Page 64OPPORTUNITIES THREATS NIMBOOZ is a good option for LIMCA. Expend the market in rural area. Attractive Schemes. Increase number of VISI and create Pepsi Manopaly market, ‘Company should consider on non-user of cold drink Company can capture more market share when introduces 200ml, For chiktren at reasonable price ‘Company must be decided to established tore visi in the market so that retailers pay mote attention towards our products. Competitor (Coca-Cola). ‘The forthcoming market would be the market of consumers, So the schemes must be consumers oriented, Main competitor of Pepsi is Coke. Now a day's coke is Improving pl ing, strategies & ts implementation, Company should also change the matket strategies. Now a day's awareness of consumers increasing rapidly so consumers are quantity conscious so company shoukl plan according customer's preferences. PepsiCo is lagging in terms of display material distribution. ‘Company muist take care of VISI purity. PepsiCo Summer Internship Project ReportCONCLUSION OF THE STUDY As the results shows that market share of Pepsi cold drinks is more than the coca-cola, but it has some drawback like poor services in some areas, no maintenance of cooling equipment, cleanliness of glass bottles, etc. are the hurdle in path of growth of PepsiCo in India. If we talk about its distribution network in Bareilly city, as survey results shows it is satisfactory but in some areas retailers reported that the distributor is not giving heed to their problems and uncooperative, And the delivery is not very regular in the peak season ih some areas and retailer are facing stock outs. Advertisement which is backbone of aty business in today’s world is very good in PepsiCo India. Pepsi is running various sales promotional schemes and promotional campaign for retailers, but in comparison to the competit approach the monopoly in the market PepsiCo needs to come up With more aggressive strategies and their execution, it is not sufficient, To sustain the leadership and PepsiCo is the favorite of retailers in tenis OF Goodwill, But thete are also a few cases whore respondents said that there problems are not taken care by the company. Respondents also registered that reimbursements of schemes'and breakage and leakage are a few of common bothering. Bareilly city has the very good market for cold drinks and it can be captured by good SI is COCA-COLA, & promotional schemes and better services. The only competitor of no local brands can beat PEPSL PepsiCo Surnmer Internship Project Report Page 66SUGGESTIONS AND RECOMMENDATIONS Perform a detail demand survey at regular interval to Know about the unique needs and requirements of the eustorier. © Better schemes. should be introduced in the market & schemes should be provided timely. # There should be regular visit of company’s high official to the miarket for listening to tho problems of the retailers. + The comipany should be always in a position to receive contiiueus Feedback aid suggestions from its customers and try to solve it without any delay to establish its own good credibility, © Display material should be provided in large quantity so that it motivate retailer also helpful in receiving customer attention and ultimately better sales, © More cooting equipment should be provided to retailers, so that retailer can stock Popsi brads more and it also play role of display tnaterial, © There should be regular inspection of Pepsi's cooling equipments for malfunctioning and maintenance of the same for the longer period of time, © Company should contact aidtry for few! busitiesses, Like Railways, Airport and in Airlines, Bus Depot, Hotels, restaurant, te, © Rural peopte should be made aware of cold drink, they may be good prospects and some low price policies should be made for them. © The distribution channel should be focused om general stores because most of the people purchase soft drinks ftom general stores.. ‘© The company should update the people about pesticides time to time because most of the people still afraid of pesticides. : * Most of the elders in the family take soft drinks but not Pepsi they prefer orange rather than the strofg laste, Company should cate up with new taste keeping elders in its mind to increase sdle and market share, «People are Confussed about the affect of Pepsi in terms of health, company shoukd clear the soft drink role whether it is beneficial for health or net. * PepsiCo should improve its advertisement quality, it should be realistic not imaginary. PepsiCo Surmmer Internship Project Report Page 67© People get updated by T.V. PepsiCo should increase the updating by publicity as well as by Hoardings. © Number of VISI. © Services of VISI. + Accurate demand and sales forecasting to avoid shortage, © Retailers depend on suppliers, © Create Monopoly market with the help of VISI + Schemes to attract retailer and to keep them motivated reimbursements must be proper and on time, PepsiCo Summer Internship Project Report Page 68BIBLIOGRAPHY WEBSITES hutpvviww nensica conn! huepuvww pepsi,com hup://Wvww.gooute,com/ hitp:/www.Cocneoli.com ww, new: www. india-server.com sow. magindia,com www.coce-colaindia.com aww. wikiiny www.open2.net BOOKS REFERRED Marketing Management - Philip Kotler Research Methodology = Kothari Market research ~ Naresh K. Malhotra OTHERS Annual report of PepsiCo 2011, 2012 Annual report of Coca-Cola 2012 PepsiCo Summer Internship Project ReportANNEXURE QUESTIONNAIRE Name of Dealers Contact Person: Address: Landmark; Contact No.t * Type of Shop: O eatery CD crocery + Which brand do you purchase: QO PEPSI QO COCA-COLA + Which company's payout do you prefer: Overs DD coca.cora OO Pan shop Convenience Both Either PepsiCo Summer Internship Project Report Page 70+ Which company provides better offers and quick reimbursement: DD pepsi OO) coca-cona + In peak season shortage problem often oceurs with: DO vepsi OD wither DD) coca-cora * Behaviour, schemes communication of route agent: DD cova CD Neots improvemen CY pea Oo Satisfactory * Cooling equipment: OO) resi OD owen QO COCA-COLA + Which company gives more emphasis on VISI Purity OD pepsi OD coca-cora PepsiCo Summer Internship Project Report Page 71* Which company provides more facilities in terms of display material: OD vest OD) cocacora OD ban equally + Any specific comments: * Any suggestion to the compan} THANK YOU! PepsiCo Summer Internship Project Report Page 72