A PROJECT REPORT ON
ON
HOW TO INCREASE SALE OF PEPSICO IN NOIDA REGION
FOR
VARUN BEVERAGE LTD.
SUBMITTED BY
VINAY BHUSHAN
UNDER THE GUIDANCE OF
(C. E- ARUN RAWAT)
SUBMITTED TO THE UNIVERSITY OF PUNE IN PARTIAL FULFILMENT 0F
MASTER IN MARKETING MANAGEMENT (2007-2009)
SINGAD INSTITUTE OF
BUSINESS ADMINISTRATION OF COMPUTER APPLICATION
LONAVALA
ACKNOWLEDGEMENT
I take the opportunity to express my gratitude and thanks to all who
guided , co-ordinated and inspired me in completing my project work
successfully .I am highly in debated to my guide at Varun
Beverage Ltd. (NOIDA) Mr Arun Rawat Whose constant guidance and
valuable suggestions helped me at every stage of my project work .
The project is an outcome of the help and encouragement provided by
number of people at “Varun Beverage Ltd. (NOIDA)” The employees of
various department of the company helped a lot in completing my project
work for which I am very much thankful to them.
I express my heartiest thanks to Prof Sudesh Kumar Sharma (Director) and
Prof .Samantpriyadarshi in providing me with right ambience of project.
Preface
Since the last few decade due to fast industrial development & high competitiveness in
the market the MARKETING plays very vital role in the success of an organization
Marketing is one of the live functions of an organization .It is the only function of an
organization earns revenue, which leads to the survival& growth of the organization as a
whole . It fulfils the needs & wants of the society .
Marketing is no longer a company department charged with a limited number of tasks –
It is a company- wide undertaking . It drives the company’s vision , mission and strategic
planning . Marketing includes decision like who the company wants as its customers;
which needs to satisfy ; what products and services to offer ; what prices to set; what
communication to send and receive; what channels of distribution to use ; and what
partnership to develop.
Selling is apart of marketing and this study is based on how “VARUN BEVERAGE
PVT. LTD, NOIDA” a franchise sales unit of Pepsi , can increase its sales .Pepsi is
mass producer of beverages and drinking water.
HISTORY OF SOFT DRINKS
The history of soft drinks began with the end of the last century. Its history dates
back to the civil war in USA in 1860. At the time people were suffering from many
diseased.
Problem at that time was how to cure all these disease since no remedy was present
at that time. It was a big question for American people. So in 1885 Mr. Jihn
Palmwartion, who lived in Antonica, made a drink and registered it as FRENCH WINE
COLA. In the beginning the drink was made with mixture of cocaine and alcohol but
later on it was converted and changed into a soft drink. Now it is named as Coca-Cola. A
new brand named Pepsi-Cola came in the year 1887.
Around 1984 the first branded soft drink came in the Indian market. This soft drink
was named as “Gold Spot”. Parle Exports Pvt. Ltd. was the first Indian Company to
introduce a lemon soft drink, this drink was known as “Limca” and it was introduced in
1970s. However, before this drink had introduced” Cola Pepino” which was withdrew in
face of tough competition.
In the year 1977 Coca-Cola left Indian market and this brought in an opportunity
for various Indian companies to show their caliber. At this time a new soft drink was
introduced by Parle Products and this was names as “Thums-Up”.
This was a Coca-Cola drink which had a burnt sugar colour. This drink was
introduced with a mighty “Happy Days Are Here Again”. There was another company
named Pure Drinks which introduced the soft drink named “Campa Cola” along with
orange and lemon flavour.
Just after this many more companies entered the Indian soft drink market. A soft
drink named “Double-7” had been introduced by a company Modern Bakers. Another
company, Mohan Meakins also came with a soft drink named “Marry & Puck-Up”.
Mcdowell came with “Thrill, Rush, Sprit”.
Previously there was no competition in the Indian soft drink market but with all these
companies coming in the Indian market a huge competition was taking place with high
voltage advertisement. But in the year 1988 Pepsi-Cola was given permission to sell its
soft drinks in the Indian market by the Government of India. Coca-Coal also came back
in 1993.
INTRODUCTION OF PEPSI
Type
Public (NYSE: PEP)
Founded
1965
Headquarters
Purchase, New York, USA
Key people
Indra Nooyi, Chairwoman, President
Industry
Food and beverage
Products
Pepsi Tropicana Products Gatorade
Lay's Doritos Frappuccino (for Starbucks)
Mountain Dew
Revenue
$39.474 billion USD (2007)
Operating income
$4.551 billion USD (2007)
Net income
$5.591billion USD (2007)
11% profit margin
Employees
153,000(2005)
& CEO
PepsiCo, Inc. is currently one of the most successful consumer products company in
the world with annual revenues exceeding $30 billion and has more than 480,000
employees.
PepsiCo, Inc. began as a successor to a company incorporated in 1931, known as
Loft Inc. Once known as Pepsi-Cola, the company expanded its business and
adopted its current name, PepsiCo, after a merger with Frito-Lay in 1965.
This merger dramatically increased PepsiCo's market potential and set the foundation
for the company's tremendous growth.
PepsiCo's products are recognized and are most respected all around the globe.
Currently, PepsiCo divisions operates in three major US and international businesses:
beverages, snack foods, and restaurants. In each of these businesses, PepsiCo has
attained a leadership position as being the world leader in soft drink bottling g, the
world largest snack chip producer, and the world largest franchised and company
operated restaurant system.
The corporations increasing success has been based on high standards of
performance, marketing strategies, competitiveness, determination, commitment, and
the personal and professional integrity of their people, products and business practices
PepsiCo's overall mission is to increase the value of our shareholders' investments
through sales growth, investments and financial activities. PepsiCo believes their
success depends upon the quality and value of their products by providing a safe,
whole some, economically efficient and a healthy environment for their customers;
and by providing a fair return to their investors while maintaining the highest
standards of integrity.
COMPANY PROFILE
In 1893 Caleb Bradham, a young pharmacist from New Bern, North Carolina,
begins experimenting with many different soft drink concoctions; patrons and friends
sample them at his drugstore soda fountain.
In 1898 One of Caleb's formulations, known as "Brad's Drink," a combination of
carbonated water, sugar, vanilla, rare oils and cola nuts, is renamed "Pepsi-Cola" on
August 28, 1898. Pepsi-Cola receives its first logo.
Pepsi-Cola North America, headquartered in Purchase, N.Y., is the refreshment
beverage unit of PepsiCo Beverages and Foods North America, a division of PepsiCo,
Inc. PepsiCo Beverages and Foods North America also comprises PepsiCo's Tropicana,
Gatorade and Quaker Foods businesses in the United States and Canada.
Pepsi-Cola North America's carbonated soft drinks, including: Pepsi, Diet Pepsi,
Pepsi Twist, Mountain Dew, Mountain Dew Code Red, Sierra Mist, and Mug Root Beer
account for nearly one-third of total soft drink sales in the United States.
Pepsi-Cola North America's non-carbonated beverage portfolio includes Aquafina,
which is the number one brand of bottled water in the United States, Dole single-serve
juices and SoBe, which offers a wide range of drinks with herbal ingredients. The
company also makes and markets North America's best-selling, ready-to-drink iced teas
and coffees via joint ventures with Lipton and Starbucks, respectively.
PepsiCo, Inc. is one of the world's largest food and beverage companies. The
company's principal businesses include:
 Frito-Lay snacks
 Pepsi-Cola beverages
 Gatorade sports drinks
 Tropicana juices
 Quaker Foods
PepsiCo, Inc. was founded in 1965 through the merger of Pepsi-Cola and FritoLay. Tropicana was acquired in 1998. In 2001, PepsiCo merged with the Quaker Oats
Company, creating the world’s fifth-largest food and beverage company, with 15 brands
– each generating more than $1 billion in annual retail sales. PepsiCo’s success is the
result of superior products, high standards of performance, distinctive competitive
strategies and the high level of integrity of our people.
There are many who feel that Pepsi-Cola had the first move advantage in India.
Little do they know about Pepsi-Cola’s initial foray into Indian soft drinks industry way
back in 1956?
Coca–Cola had entered the country just a year back in 1955. But later Pepsi-Cola
withdrew from the country in 1961 due to bottling problems. Pepsi-Cola entered India in
April 1989 by setting operation in beverages, snacks & agribusiness. At this time Parle
had 70% of the market share of the total soft drink market.
Initially it faced some trouble in entering the market due to strong resistance from
most of the domestic soft drink industry and the advocates of “Swadeshi”. The Indian
economy was not liberalized and proved to be another barrier. Pepsi-Cola removed these
barriers by:
Promising the government to focus considerable selling efforts in the rural area to
help economic development.
“Promising to help boost the expert of agricultural products”
Offering to transfer the food processing, packaging & water treatment technology
to India.
HISTORY OF PEPSI
PepsiCo's beverage business was founded in 1898 by a pharmacist named Caleb
Bradham who created a special beverage, a soft drink, in the back room of his drug store
in New Bern, North Carolina.
This new soft drink called "Brad's Drink" had a unique mixture of kola nut extract,
vanilla and rare oils.
Caleb began to advertise his new creation with the theme "Exhilarating, Invigorating,
Aids Digestion" and renamed it as "Pepsi-Cola."
Caleb Bradham began his cola operation in 1902. The Pepsi Cola Company was
headquartered in the back room of his drug store where he packaged the syrup for sale to
other soda fountains. The business increased, and on June 16, 1903, "Pepsi-Cola" was
officially registered with the US Patent Office.
And as a result, Caleb Bradham began to franchise Pepsi-Cola to many independent
investors. By the end of 1910, Pepsi-Cola was franchised in 24 states.
Until World War I, Pepsi-Cola Company achieved 17 years of success and a new theme
was introduced, "Drink Pepsi-Cola. It will satisfy you."
However, after the war years, Caleb Bradham suffered bankruptcy. As a result, PepsiCola became a subsidiary to Loft Incorporated, a large chain of candy stores and soda
fountains.
Today, Pepsi-Cola Company is a major division of PepsiCo's corporate structure. PepsiCola Company now produces and markets a wide range of beverages to retail, restaurants
and food services in more than 191 countries and territories around the world and brings
in an annual revenue of $10 billion.
There are 200 plants in the US and Canada, as well as, 530 plants throughout the rest of
the world, that produces Pepsi-Cola's beverages.
Since the creation of Pepsi-Cola in 1898, Pepsi-Cola Company has introduced 13
beverages that wear the Pepsi-Cola trademark. Five of Pepsi-Cola's brand names:
Pepsi, Diet Pepsi, Mountain Dew, 7 UP, and Mirinda, each brings in annual revenue in
consumer sales of $1 billion.
In 1992, a partnership between Thomas J. Lipton and Pepsi was formed.
This partnership produces, markets, and distributes Lipton Brew, Lipton Brisk and Lipton
Fountain Ice-Tea. And in 1993, Pepsi Max a low calorie cola was created and introduced
only for the international markets. Pepsi Max is now produced in over 40 countries and is
the third largest-selling cola brand outside the US.
PepsiCo is continuing to expand and introduce new alternative beverages in the market.
There are four alternative beverages that are currently being tested in our market today.
Mazagran, a cold sparkling coffee based beverage, Aquafina, bottled water, and a low fat
milk shake called Smooth Moos.
The latest beverage was launched on May 22, 1996 in Philadelphia. Pepsi-Kona,
a new cola is a combination of the Pepsi-Cola flavor and the Kona blend of coffee.
PEPSICO IN INDIA
PepsiCo is a world leader in convenient foods and beverages, with 2006 revenues of
more than $35 billion and more than 168,000 employees across the world. Its world
renowned brands are available in nearly 200 countries and territories.
PepsiCo entered India in 1989 and in the span of a little more than a decade, 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.
The group has built an expansive beverage, snack food and exports business and to
support the operations are the group’s 37 bottling plants in India, of which 16 are
company owned and 21 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.
Providing consumers with balance and choice
PepsiCo India’s expansive portfolio includes iconic refreshment beverages 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
and Slice. Our local brands – Lehar Everest Soda, Dukes Lemonade and Mangola
complete our diverse spectrum of brands.
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 Chips and traditional namkeen snacks under the Kurkure
and Lehar brands. Quaker Oats, Lehar Lites, low fat and roasted snack options enhance
the choices available to the growing health and wellness needs of our consumers.

PepsiCo India has 40 bottling plants in India.

PepsiCo generates direct employment for more than 4000 people
in India and indirect employment for 60,000 people.

Sells more than 200 million crates annually

PepsiCo generates estimated annual retail sales of U.S$700
million in India.

PepsiCo's annual exports from India are worth over U.S$60
million.

PepsiCo has invested U.S$1.5 million investment to cooperatively
develop a comprehensive agro technology program in partnership with
the Punjab government to help farmers improve the quality and yield of
their crops.

PepsiCo supports sea weed cultivation projects in Tamil Nadu
which provide members of women's self help groups with sustainable
livelihoods.

PepsiCo has established zero waste centers and PET recycling
supply chains.
SLOGANS OF PEPSI
1939: "Twice as Much for a Nickel"
1950: "More Bounce to the Ounce"
1950: "Any Weather is Pepsi Weather"
1957: "The Light Refreshment"
1958: "Be Sociable, Have a Pepsi"
1961: "Now It's Pepsi for Those Who Think Young"
1963: "Come Alive, You're in the Pepsi Generation".
1967: "(Taste that beats the others cold) Pepsi Pours It On
1969: "You've Got a Lot to Live, and Pepsi's Got a Lot to Give"
1975: "Have a Pepsi Day"
1977: "Join the Pepsi People (Feeling Free)"
1980: "Catch That Pepsi Spirit" David Lucas composer
1981: "Pepsi's got your taste for life"
1983: "Pepsi Now! Take the Challenge!"
1984: "Pepsi. The Choice of a New Generation" (Commercial with
Michael Jackson, featuring Pepsi version of Billie Jean)
1986: "We've Got The Taste" (Commercial with Tina Turner)
1990: "You got the right one Baby UH HUH" ( sung by Ray Charles )
1991: "Gotta Have It"/"Chill Out"
1992: "Be Young, Have Fun, Drink Pepsi"
1995: "Nothing Else is a Pepsi"
1996: "Pepsi:There's nothing official about it" (During the Wills World
Cup(Cricket) held in India/Pakistan/Srilanka)
1997: "GeneratioNext"." With the Spice Girls "
1998: "Yeh Dil Mange More"(In Hindi meaning "My heart wants more")
1999: "Ask for More"/"The Joy of Pepsi-Cola" (Commercial with Britney
Spears/Commercial with Mary J. Blige)
2003: "It's the Cola"/"Dare for More"
2005: "Wild Thing"/"Ask For More" (With Jennifer Lopez & Beyoncé
Knowles)
2006: "Why You Doggin' Me"/"Taste the one that's forever young"
Commercial featuring Mary J. Blige
2007: "More Happy"/"Taste the one that's forever young" (Michael
Alexander)
2008: "Yeh hai Youngistaan Meri Jaan!" (India)
2008: "Pepsi Stuff" Super Bowl Commercial (Justin Timberlake)
PEPSICO BRANDS
MISSION
PEPSICO MISSION
JAIPURIA GROUP
Indian Beverages industry’s size is Rs. 8000 crores and it is dominated by two
players viz Pepsi and Coke only. This high profile industry has lot of potential for
growth as per capita consumption in India is 8 bottles a year as compared to 20
bottles in Srilanka ,14 in Pakistan. While 12 b0ttles a person in Nepal.
The RKJ Group is India’s leading supplier of retailer brand carbonated and Noncarbonated soft drinks with beverage manufacturing facilities in India Nepal. Its
experience in the beverage industry dates back to the sixties when it had the first
Franchisee at Agra.
The group manufactures and markets carbonated and Non-carbonated soft drinks
and Mineral water under Pepsi Brand. The various flavors and sub brands are
Pepsi, Mirinda Orange, Mirinda Lemon, Mountain Dew, 7UP, Slice Mango, Slice
Orange, Evervess Soda and Aqauafina.
It has the licenses to supply beverages in the territories of western UP, part of MP,
half of Haryana, whole of Rajsthan, Goa, 3 districts of Maharashtra ,9 districts of
Karnataka, and whole of Nepal. The group has in total 18 bottling plants in India
and Nepal and is responsible for producing and marketing 44% of Pepsi
requirement in India.
VARUN BEVERAGE LTD.
Varun Beverages Ltd. Was the new start which was born in 1999 among the Jaipuria
Group. This is the rising sun of Jaipuria group. Mr. Ravi Kant Jaipuria who is the
chairman of this bottling plant has good result.
The main object of this unit is manufacturing, production, selling, distribution, and
bottling of beverages, created water soft drinks etc. Mr. Ravi Kant Jaipuria got best
Pepsi Bottler Award in 1998 for the best bottler of the world. The Pepsi award is the
highest honorable award to any franchisee.
It can be said with absolute certainty that the RKJ Group has carved out a special niche
for itself. Our services touch different aspects of commercial and civilian domains like
those of Bottling, Food Chain and Education. Headed by Mr. R. K. Jaipuria, the group
as on today can lay claim to expertise and leadership in the fields of education, food and
beverages.
The business of the company was started in 1991 with a tie-up with Pepsi Foods Limited
to manufacture and market Pepsi brand of beverages in geographically pre-defined
territories in which brand and technical support was provided by the Principals viz., Pepsi
Foods Limited. The manufacturing facilities were restricted at Agra Plant only.
Varun Beverages Ltd. is the flagship company of the group.
The group also became the first franchisee for Yum Restaurants International [formerly
PepsiCo Restaurants (India) Private Limited] in India. It has exclusive franchise rights for
Northern & Eastern India. It has total 46 Pizza Hut Restaurants & 1 KFC Restaurant
under its company.
We diversified into education by opening our first school in Gurgaon under management
of Delhi Public School Society. The schools of the group are run under a Registered Trust
namely Champa Devi Jaipuria Charitable Trust.
Companies are medium sized, professionally managed, unlisted and closely held between
Indian Promoters and foreign collaborators.
The group added another feather to its cap when the prestigious PepsiCo
“International Bottler of the Year” award was presented to Mr. R. K. Jaipuria for
the year 1998 at a glittering award ceremony at PepsiCo’s centennial year
celebrations at Hawaii, USA. The award was presented by Mr. Donald M. Kendall,
founder of PepsiCo Inc. in the presence of Mr. George Bush, the 41st President of
USA, Mr. Roger A. Enrico, Chairman of the Board & C.E.O., PepsiCo Inc. and Mr.
Craig Weatherup, President of Pepsi Cola Compan
Vision
Being the best in everything we touch and handle.
Mission
Continuously excel to achieve and maintain leadership position in the chosen businesses;
and delight all stakeholders by making economic value additions in all corporate
functions.
Our Success
Production of innovative, high quality retail branded beverages combined with worldclass packaging
Driven by a management team with a relentless focus on achieving superior
customer service, driving earnings improvement and increasing shareholder value.
Our People
At RKJ we are creating an environment where our employees enjoy a greater degree of
empowerment - both individually and in their work teams.
Our employees are equipped with the necessary tools, training and management backup
for strong performance and accountability, as well as with an environment of open
communication and involvement.
ORGANISATION STRUCTURE
Chairman
CEO
Unit Manager
TDM
ADC
Customer Executive
Customer Executive
Distributers A,B,C
Distributers E,F
Route Agents
Route Agents
Helper
Helper
PRODUCT PROFILE OF THE COMPANY
There are eight brands of Pepsi-Cola named as follows:
 Pepsi
 Mountain Dew
 Mirinda(Lemon)
 Mirinda(Orange)
 Slice
 Lehar 7-Up
 Lehar Soda
 Aquafina Water
These eight brands differ in taste, flavor and also in their colours
PEPSI
Type
Cola
Manufacturer
PepsiCo, Inc.
Country of Origin
Introduced
Related products
United States
1903
Coca-Cola
RC Cola
Pepsi-Cola, commonly called Pepsi, is a cola soft drink produced and manufactured by
PepsiCo. It is sold worldwide in stores, restaurants and from vending machines. The
drink was first made in the 1890s by pharmacist Caleb Bradham. The brand was
trademarked on June 16, 1903. There have been many Pepsi variants produced over the
years, including Diet Pepsi, Pepsi Max, Pepsi Samba, Pepsi Blue, Pepsi Gold, Pepsi Jazz,
Pepsi Next (available in Japan and South Korea), and Pepsi Easter Hop.
Mountain Dew
Type
Manufacturer
Citrus soft drink
PepsiCo, Inc.
Country of origin
United States
Introduced
1964 (nation-wide)
Variants
Diet Mountain Dew
Mountain Dew LiveWire
Mountain Dew is a caffeinated, sweet, citrus-flavored soft drink produced by
PepsiCo, Inc. It was invented in Marion, Virginia and first marketed in Knoxville,
Tennessee in 1948, then by the Minges family in Fayetteville, North Carolina and across
the United States in 1964.
[1]
When removed from its characteristic green bottle,
Mountain Dew is bright yellow-green and semi-opaque.
Aquafina
Type
Manufacturer
Country of origin
Introduced
Water Beverage
PepsiCo, Inc.
United States
1994
Aquafina is a popular brand of bottled water. It was first distributed in Wichita, Kansas
in 1994, and was distributed across the United States , Canada , Turkey and Vietnam by
1997. As of 2003, it had become the United States' top-selling bottled water brand in
measured retail channels.
The water is standard tap water but goes through an extensive purification process that
includes charcoal filtration, reverse osmosis and ozonation. Aquafina is sold in 12-ounce,
500-mL (16.9-ounce), 20-ounce, 24-ounce, 1-liter, and 1.5-liter bottles
Slice
Type
Manufacturer
Flavored soft drink
PepsiCo, Inc.
Country of origin USA
Introduced
1984
Related products Sierra Mist, Sprite, Fanta, Teem
Slice is a line of fruit-flavored soft drinks manufactured by PepsiCo and introduced in
1984, with the Lemon-Lime and Mandarin Orange flavors
Mirinda
Mirinda is a brand of soft drink available in fruit varieties including orange, grapefruit,
apple, strawberry, pineapple, banana, and grape flavors. It is part of a beverage area often
referred to as the flavor segment, comprising carbonated and non-carbonated fruitflavored beverages. The orange flavor of Mirinda represents the majority of Mirinda sales
worldwide.
Lehar Soda:-
This is a soda drink. It has no colour and no flavour. It is
generally used with alcohol and used by adults.
OBJECTIVE
1. To know the consumer perceptions about Pepsi-product
2. To analyze those product which constitute the bulk of the overall demand of the
Products
3. To analyze those period which are profitable and could generate revenue for the
Company
4. Survey of the Market Share of Pepsi-product
5. Provide different tools to increase sale of Pepsi.
6. To Know the Retailer Comments or Suggestion on Increase The Sale of Pepsi.
.
RESEARCH METHEDOLOGY
Research is a planned and systematic investigation and analysis of factual data to check,
verify or disapprove guesses, clues, assumption. It supplements the existing body of
knowledge and widens the frontiers of understanding.
Edwin.b.flippo defines research as “systematic and purposive investigation of facts with
the object of determining cause and effect relationships among such facts”.
Method is the scientific way of doing things to achieve the desired result. In this
particular study, the researcher has followed the scientific steps as enumerated below:
SELECTION OF THE TOPIC
Research on How to increase the sale of Pepsi is a tool utilized to identify how the
consumer buy and in what situation they buy and ratio of the people who buy These
activities should be provided to the employees to improve their Retailer. In order to get a
constructive outcome, the focus should be placed on needs as opposed to desires of the
consumer.
SCOPE OF STUDY:
As the researcher was placed in VARUN BEVERAGE.LTD, NOIDA for undertaking
research as a requirement of the partial fulfillment for the award of the Master in
Marketing Management, the universe of the study is limited to NOIDA region..
OBJECTIVE OF STUDY:
The main objective/aim of the study is to assess the how to increase the sell of PEPSI.
METHOD OF STUDY:
The entire survey was planned with a view to collect data and provides feedback to
VARUN BEVERAGE LTD., NOIDA about its household distribution of pepsi.
For that purpose, household distribution of pepsi questionnaire which is developed
by me with the help of my internal guide and my training officer of PEPSICO.
About ten questionnaires were administered to the Retailer by the researcher. Any
confusion regarding the questionnaire was promptly attended to by the researcher. 09
questionnaires were returned to the researcher. The collection of data took a little over
one week.
SAMPLING:
The universe was NOIDA All retailers were the respondents in the present study. The
questionnaires were administered none randomly to the various Retailer.
TOOLS OF STUDY
The study based on information given by Retailers. This is done with the interviewing
different personnel’s discussion getting information from the document and files .The
primary preparation is from the different books.
SOURCES OF INFORMATION
In order to get a proper flow of informational list has drawn as to from where to get
sufficient and authentic information on the subject.
For the present study, following are the sources for the study.
 PRIMARY SOURCES
Personal interview
Observation
Personal discussion and interaction
 SECONDARY SOURCES
Annual report
Files/ document
Manual of the organization
Books & Project reports
On the basis of this, a training programme was designed in order to train the front line
executives and Managerial staff in order to improve their competencies and thereby
improve production.
DEFINATION
Research is a careful investigation or inquiry especially through search for
new facts in any branch of knowledge. Research is done with the help of
study, observation, comparison and experiment.
It is a scientific and
systematic search for pertinent information on a specific topic.
There is a topic, How to increase the sale of Pepsi which is our summer
project topic in Varun Beverage. Ltd., NOIDA. Through investigation we
are trying to find new facts and ideas training needs.
RESEARCH TYPE
The type of Research which is used in the How to increase the sale of Pepsi
is purely a “Descriptive Research”.
This kind of Research includes
surveys and fact finding enquiries of different kinds.
RESEARCH DESIGN
The survey was conducted for the Varun Beverage .Ltd
RESEACH PROCEDURE
1. First of all, a list of competencies, for the Retailer as well as the
Consumers was prepared, which would be grounds for assessing
them.
2. Then, questionnaires were prepared, one for Retailers.
3. At NOIDA various Shop are there Grocery shop, Retail Outlet,
Shopping mall etc.
4. Here the Retailer were interviewed and then the questionnaires were
filled by them.
5. After filled the questionnaires by the all Retailer, we collected the
questionnaires paper by self.
6. 360 techniques were used for assessing the all Retailers
7. The collected data was analyzed and concluded were drawn
accordingly. This was all done in excel sheets and word pad wherein
the
conclusions
have
been
supplemented
with
pictorial
representations.
SAMPLE DESIGN
This survey was conducted at NOIDA which are a part of Varun Beverage.
Universe:
-
NOIDA
Sampling Unit: Retailer, Shopping Mall, Grocery Shops at NOIDA,
Sampling Size:
-
Retailer:- 120
Primary Data:
-
Primary Data which gave the researcher a base for framing the Questionnaires, which
then highlighted all the important aspects for consideration.
Primary data was collected in form of questionnaires with interview.
Questionnaires: -
Questionnaires were the main instrument regarding primary data collection.
A copy of questionnaires has been enclosed in the Annexure.
In additional to the questionnaires method, data was also collected by
interviewing the respondents face-to-face. This ensured that the data
collected through questionnaires was accurate. In the process of conducting
interviews, observation the respondents body language, facial expression.
This was true in case of Varun Beverages. Ltd.,
Thus in this way data collection was done.
Information and Analysis
1 . . What type of cold drink you sale Pepsi or Coca-Cola ?
a. Pepsi product
b. Coca-Cola
c. Both
ALTERNATIVE
NUMBER OF RETAILERS
Pepsi-products
24
Coca-cola products
12
Both
84
What type of cold drink you sale Pepsi or Coca-Cola ?
Pepsi-products,
20%
Coca-cola
products, 10%
Pepsi-products
Coca-cola products
Both
Both, 70%
2. Which flavor of Pepsi the consumer prefers most?
a. Pepsi
b. Mirinda
c Lemon Mirinda
d. 7-up
e. Mountain Dew
f .E. Soda
g. Slice
ALTERNATIVE
NUMBER OF RETAILERS
Pepsi
20%
Mirinda
Lemon Mirinda
12%
11%
7-up
10%
Mountain Dew
15%
E. Soda
10%
Slice
22%
3.Are all flavor of Pepsi available during summer?
a. Yes
b. No
ALTERNATIVE
Yes
No
NUMBER OF RETAILERS
78
42
Are all flavor of Pepsi available during summer?
NUMBER OF RETAILERS
14
12
10
8
Series1
6
4
2
0
Yes
No
ALTERNATIVE
4. Which company’s cooling machine is being used by the retailer?
a Pepsi
b Coca-Cola
c. Self owned
ALTERNATIVE
NUMBER OF RETAILERS
Pepsi
72
Coca-Cola
12
Self owned
84
NUMBER OF RETAILERS
Which company’s cooling machine is being used by
the retailer?
14
12
10
8
Series1
6
4
2
0
1
2
ALTERNATIVE
3
5.What type of cold drink does a consumer preferred most?
a. Pepsi product
b. Coca-Cola product
c. Both
ALTERNATIVE
NUMBER OF RETAILERS
Pepsi product
48
Coca-Cola product
30
Both
60
12
10
8
Series2, Both , 10
Series2, Pepsi
product , 8
Series2, Coca-Cola
product , 5
6
Series1
Series2
4
2
0
Pepsi product
Coca-Cola product
Both
5.How much you satisfied with the Pepsi product?
a. Fully satisfied
b. Partially satisfied
c. Not at all
ALTERNATIVE
NUMBER OF RETAILERS
Fully satisfied
54
Partially satisfied
36
Not at all
30
NUMBER OF RETAILERS
How much you satisfied with the Pepsi product?
10
9
8
7
6
5
4
3
2
1
0
Series1
1
2
ALTERNATIVE
3
7. In which month sales of the cold drink is very high?
a. 15th April-15th May
b. 15th May-15th June
ALTERNATIVE
NUMBER OF RETAILERS
15th April-15th May
18
15th May-15th June
102
In which month sales of the cold drink is very high?
No.of retailers
18
16
14
12
10
8
Series1
6
4
2
0
1
2
Month
8.Would you like to deal with company in future?
a. Yes
b. No
ALTERNATIVE
NUMBER OF RETAILERS
Yes
120
No
0
Would you like to deal with company in future?
NUMBER OF RETAILERS
25
20
15
Series1
10
5
0
Yes
No
ALTERNATIVE
Observation and Findings
As we know that every businessman does the business to attain maximum profit in less
expenditure and good relation with his consumer .As I have gone through the survey and
observe that , there are two types of distribution channel –company territory office –
wholesaler- retailer and franchise and due to that retailer have to face various problem as
price differences because at some places retailer get the cold drink at different rate
whereas at some places they have to play more for the same.
As we have observe in the market that the demand of Pepsi –product is higher than other
company product but because of duel distribution channel the retailer does not get all the
flavors available to their shops at proper time and rate . The retailer knows that most of
his consumers are of Pepsico –product and they usually ask for the pepsico –product
Slice,Mirinda,Diet-Pepsi,7up,Mountain Dew, but due to unavailability they have to sell
the product of other company.
According to survey it has been observed that retailer who is in the direct contact with the
consumer every thing about the taste and flavor of the consumer. It has also been seen
that because of healthy relation of retailer with consumers the can sell any other product
as the substitute when consumer demands for the cold drinks.
When a good relation is formed between the two then automatically faith and trust also
arises between them. Hence the consumer most of the time take the suggestion of the
retailer regarding the product which is being in demands as well as about its quality . At
the same time a retailer can suggest to the consumer for consumption of new product
according to his desire and as he knows that the consumer is not going to refuse his
proposal due to healthy relation.Soa customer can sell any kind of product to any of his
permanent consumer,whether the product is old are recently introduce in the market.
Whereas in case of temporary consumer the retailer can not pressurize him for any other
product apart from his demanded product but he can try and convince the consumer to
use the another product which is of same kind and taste and is the substitute that
demanded product. Most of the time retailer changes the view and choice of the
consumer
By his convincing power and his sweet behavior .
This is era of competition and we know very well that PEPSI has only one competitor
And that is COCA-COLA. Hence various measures have to be taken to raise the market
and sell of the product.
As every knows that the product is sold by the last channel of the distribution to the
ultimate user of the product that is consumer.Hence it is the responsibility of the upper
distribution channel those who work for the particular company to provide all the facility
And offer to the retailer who sell their product because that last channel pr the seller is
not bound to sell a particular product but he is free to say any product which gives him
profit.
Although the upper level of distribution channel know that lower level retailers have
direct contact and relation with the ultimate consumer at the same time he is very well
Aware of the taste and demand of the consumer than in spite of to make retailer angry
The upper level tries and does a lot for the shake of sell of his product by the lower level
of retailer’s he know that he can sell any other substitute to his consumer for any product
and as COCA-COLA the biggest competitor of PEPSI product and they are giving a lot
schemes and offers to the lower level of retailer so as to force them to sell their product.
by knowing that the sell can be raised by the willingness of the lower level of retailer as
they are only who directly interact with the consumer.
According to survey PEPSI product is having a large no. of consumers and retailer and
also want to sell Pepsi product but because of various common problem like
unavailability of cooling equipment, offers, discount, glow signboard and many other
things. They become angry and hence they don’t want to keep their product and try to sell
other companies product.
Limitation
Each and every works has its own limitation .In my study some limitation are there as-
1. The sample size is 20 . The all observation has been drawn on the basis of these 20
retailers.
2. Sometimes retailers have not given answer properly because they were doing another
work due to their business. At sometime they are free but they show reluctance.
3. Sometimes retailers have not clear and exact data about how much the sell and which
brand is taking lead in sale of beverage on their shop. They give on approximate data.
4. It is survey of particular area and I can not make it universal.
5. Sampling has been done on the basis of random sampling and some time random
sampling does not give proper representative.
CONCLUSION
PepsiCo India . is one of the reputed companies amongst various cold drink Industry.
PepsiCo is having different product with its product line.
Pepsi has acquired a big share of market in India and in other countries because of its
competitive pricing, distribution system and through good customer relation.
Like in other industry Pepsi is also having different competitors. In India Pepsi is having
only one competitor that is coca-cola.
As we know in summer season demand of cold drink raised but in some cases it is unable
to provide all flavors to its retailers. The quality of product is different in different
countries.
Pepsi doesn’t facilitate credit facility to its customer whereas customers have to provide
credit facilities to its consumer so as to increase his selling and to maintain relation.
Now, the President and CEO of Pepsi Indira Nooyi have announced that there will be one
quality for Pepsi all over and there will a symbol on all product of the Pepsi. This will
help in increase the sale of Pepsi Product.
Despite of all the strength and weakness its is also having some threats it is also having
Opportunity still to grow more and competitor with its competitor.
Over all the company are a very good company and one of the leading and growing
companies in India.
SUGGESTIONS BY RETAILER
 Its is suggested by most of the retailers that the small pack of Pepsi should be
available (150 ml/Rs 5). It is easy to sell in the colonies.
 Available the brands when it is needed by the customers.
 Available the flavors in the peak season when it is demanded.
 Competitive Prices should be there.
 More Offers should be given on big pack (1.5L, 2 L).
 Offer should be given or contest should be played.
 Delicacy Problem should be removed.
 Attractive packing of the product.
 Incease in Profit and scheme for the retailers.
 Launch more product and Product Line
MY POINT OF VIEW
 To increase the sale of Pepsi product company should offer discount on family
pack.
 Pepsi should do collaborative marketing with some companies which are
playing major role in house hold distribution.
 Pepsi should hire housewives to advertise cold drink.
 Pepsi should Introduce tetra packs (150 ml/Rs 5).
 Pepsi should introduce some more Flavors of its Product.
 Pepsi should give some tattoos to attract children (age group 5 to 13).
 Pepsi should introduce “PEPSI CLUB” for Women for social gathering.
AppendiX
Sample Question
1. Name of outlet
2. What is the type of outlet?
a. Grocery Store
b. Convenient Store
c. Eateries Store
3. What type of cold drink you sale Pepsi or Coca-Cola ?
a. Pepsi product
b. Coca-Cola
c. Both
4. Which flavor of Pepsi the consumer prefers most?
a.
b.
c.
d.
e.
f.
g.
h.
Pepsi
Mirinda
Lemon Mirinda
7-up
Mountain Dew
E. Soda
Slice
Aqa Fina
5. Are all flavor of Pepsi available during summer?
c. Yes
d. No
6. Which company’s cooling machine is being used by the retailer?
a. Pepsi
b. Coca-Cola
c. Self owned
7. What type of cold drink does a consumer preferred most?
a. Pepsi product
b. Coca-Cola product
c. Both
8. How much you satisfied with the Pepsi product?
a. Fully satisfied
b. Partially satisfied
c. Not at all
9. In which month sales of the cold drink is very high?
a. 15th April-15th May
b. 15th May-15th June
10. Would you like to deal with company in future?
a. Yes
b. No
BIBLIOGRAPHY
Name of the books used for the reference and their authors.
1. Principles of Marketing
-
1. Research Methodology
2. Market Research
Kotler Philip
-
-
Kothari C.R.
Sharma D.D.
Websites Referred
1. www.pepsico.com
2. www.wikipedia.com
3. www.answer.com
4. www.google.com