brand positioning of slice in saharanpur
TRANSCRIPT
BRAND POSITIONING OF SLICE IN
SAHARANPUR
A Project Report
Submitted To
UP.Technical University
In partial fulfillment of the requirements for
the award of the degree
Of
Master of Business Administration
2005-2007
Submitted By
PRAMEEL RATHOUR
ROLL NO: 0503970070
Institute of Management&Research,Ghaziabad.
Forward
1
DECLARATION
This Project report entitled, “Brand positioning of SLICE”, is our
Original work for submission to Mr. M.J. Faridi, (TDM Saharanpur)
Date:
Place:
Prameel Rathour
IMR, DUHAI (GHAZIABAD)
2
Preface
3
Preface
Modern organizations are highly complex and dynamic systems. They
operate under very turbulent social economic and political
environment. They are required to reconcile several incompatible
goals. Conflicting rods and divergent interests. They are also fraught
with use risk and uncertainties hence tactful management of such
organization to plan execute, guide, coordinate and control the
performance people to achieve predetermine goal. Management has to
keep the organization vibrant moving and in equilibrium it has to
achieve goals which themselves are changing it is therefore a problem
highly complex and ticklish. To tackle these problems, information
plays an important role. Marketing research is the appropriate tool to
get most useful information about the market. This information will
asset to acquire and analysis information and to make suggestions to
management as to how marketing problems should be solved.
The marketing research is the process which links to manufactures,
dealers and individuals through information an important part of
curriculum of MBA programme is the project taken by student in any
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business organization. After completion of II semester of the program.
The objective of this project is to enable the student to understand the
application of academies in the real business life. I am fully confident
that this project will be extremely useful for the management.
Date: - Prameel Rathour
Acknowledgement
5
Acknowledgement
I express my heartiest gratitude to Mr. M.J. Faridi (TDM Saharanpur), VARUN
BEVERAGES LIMITED who gave me an opportunity to do my summer training in this
organization and help me to show and learn intricacies of business in better way.
I also take this opportunity to thanks Mr. Ajay Dabral (CE Saharanpur), VARUN
BEVERAGES LIMITED under whose guidance I completed this project.
It would not be out of place to show my gratitude to Mr. KALYAN KUMAR Project
Guide without whose guidance this project wouldn’t have been possible.
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- Prameel Rathour
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Table of Contents
1. Fore ward 1-4
2. Preface 5-6
3. Acknowledgement 7-8
4. Executive summary 10-12
5. Introduction to the Company 13-46
6. Introduction to the Project 47-50
7. Problem undertaken 51-53
8. Objectives 54-
55
9. Research Methodology 56-62
10. Observations 63-83
11. Analysis 84-86
12. Conclusions 87-88
13. Suggestions and Recommendations 89-90
14. Limitations 91-92
15. Future direction for research 93-94
16. Bibliography 95-99
17. Annexure
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Executive
9
Summary
EXECUTIVE SUMMARY
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PEPSI is the world leader the convenient foods and beverages with the revenue of about
$27 billion and over 147000 employees. The companies consist of the snack business of
Frito lay NORTH AMERCIA and the beverages and their food businesses of PEPSI
beverages and foods, which includes PepsiCo beverages NORTH AMERCIA. PepsiCo
brand are available in nearly 2000countries and territories.
In INDIA, the company has an extremely positive outlook. Outside northamercia to of
our largest and fast growing business after INDIA and CHINA, which include more than
the worlds population? Faced with the existing policy framework at the time, the
company entered the INDIAN market through the joint venture with Volta’s and Punjab
agro industries with the introduction of the liberalization polices since 1991, PEPSI took
control of its operation.
The project report was carried on the topic “BRAND POSITIONING OF SLICE” in the
category of juice based drinks. There was the stiff competition in the field of juice based
product in the market. For analyzing the position of slice and the awareness of slice
among the consumer, we have to conducted survey. The research process design was
conclusive and statically in nature which would enable the company to the rational
decision. The sample size taken was very large consisted of 300 outlets and 700
consumers. For this purpose questionnaire designed was of two types i.e. outlet survey
and consumer survey. Data is collected from two sources i.e. primary sources secondary
sources. Secondary data consist of information that already exist somewhere and may
have collected for different purpose, it provides a starting point. To select the localities
map of Saharanpur was used. The list of retailers as obtained from company officials,
designed by company.
The outcomes derived from conductedsurvey were beyond our expectations level. SLICE
has acquired a good market share in the field of juice based drinks. During the survey it
was found that SLICE was a leading product in juice based product in comparison with
its competitors.
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The outlet survey analyze that trend in the sales of both the carbonated soft drink and
juice based drink and also analyze the reason for increase or decrease in the sale of
SLICE. It also helps in the estimation of annual purchasing behavior of the retailer at
particular outlets.
The consumer outlet aims at analysis the annual average consumption of the consumer.
With the help of this we derived the conclusion about the taste and preference of the
consumer. During the survey personal interview by questionnaire technique helps a lot to
understand about the distribution system and to understand the problem of retailers and
other peole.the survey technique helps a lot in understanding the problem of the
consumer and th measures to overcome the problems. During the survey, I face many
difficulties. The retailers do not respond properly,. The sample size was too large ad
some retailers do not give the exact information.
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Introduction
to theCompany
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INTRODUCTION TO COMPANY
PepsiCo is a world leader in convenient foods and beverages, with
revenues of about $27 billion and over 147,00 employees. The
company consists of the snack business of Frito-Lay North America and
the beverage and food businesses of PepsiCo Beverages and Foods,
which includes PepsiCo Beverages North America (Pepsi-Cola North
America and Gatorade/Tropicana North America0 and Quaker Foods
North America. PepsiCo International includes the snack businesses of
Frito-Lay International and beverage businesses of PepsiCo Beverages
International. Pepsi Co brands are available in nearly 200 countries and
territories.
Many of PepsiCo’s brand names are over 100-Years old, but the
corporation is relatively young. PepsiCo was founded in 1965 through
the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998
and PepsiCo merged with the Quaker Oats Comp0any, including
Gatorade, in 2001.
PepsiCo’s success is the result of superior products, high standards of
performance, distinctive competitive strategies and the high integrity
of our people.
Our mission is to be the world’s premier consumer Products Company
focused on convenient foods and beverages. We seek to produce
healthy financial rewards to investors as we provide opportunities for
growth and enrichment to our employees, our business partners and
the communities in which we operate. And in everything we do, we
strive for honesty, fairness and integrity.
SHAREHOLDERS
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PepsiCo (symbol: PEP) shares are traded principally on the New York
Stock Exchange in the United States. The company is also listed on the
Amsterdam, Chicago, Swiss and Tokyo stock exchanges. PepsiCo has
consistently paid cash dividends since the corporation was founded.
CORPORATE CITIZENSHIP
PepsiCo believes that as a corporate citizen, it has a responsibility to
contribute to the quality of life in our communities. This philosophy is
put into action through support of social agencies, projects and
programes. The scope of this support is extensive – ranging form
sponsorship of local programs and support of employee volunteer
activities, to contributions of time, talent and funds to programs of
national impact. Each division is responsible for its own giving
program. Corporate giving is focused on giving where PepsiCo
employees volunteer.
PEPSICO HEADQUARTERS
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PepsiCo World Headquarters is located in Purchase, New York,
approximately 45 minutes from New York City. The seven building
headquarters complex was designed by Edward Durrell Stone, one of
America’s foremost architects. The building occupies 10 acres of a 144
– acre complex that includes the Donate M. Kendall Sculpture Gardens,
a world acclaimed sculpture collection in a garden setting.
The collection of works is focused on major twentieth century art, and
features works by masters such as Auguste Rodin, Henri Laurens,
Henry Moore, Alexander Calder, Alberto Giacometti, Arnaldo Pomodoro
and Class Olden berg. The gardens were originally designed by the
world famous garden planner, Russelll Page, and have been extended
by Francois Goffinet. The grounds are open to the public, and a
visitor’s booth is in operation during the spring and summer.
PEPSI – COLA
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PepsiCo’s beverage business was founded at the turn of the century by
Caleb Bradham, a New Bern, North Carolina druggist, who first
formulated Pepsi – Cola. Today consumers spend about $33 billion on
Pepsi-Cola beverages. Brand Pepsi and other Pepsi-Cola products –
including Diet Pepsi, Pepsi-One, Mountain Dew, Slice, Sierra Mist and
Mug Brands- account for nearly one-third of total soft drink sales in the
United States, a consumer market totaling about #60 billion.
Peps-Cola also offers a variety of non-carbonated beverages, including
Aquafina bottled water, Fruit works and all Sport.
In 1992 Pepsi-Cola formed a partnership with Tomas J. Lipton Co. today
Lipton is the biggest selling ready-to drink tea brand in the United
States. Pepsi-Cola also markets Frappuccino ready-to drink coffee
through a partnership with Starbucks.
In 2001 so be became a part of Pepsi-Cola. So be manufactures and
markets an innovative line to beverages including fruit blends, energy
drinks, dairy-based drinks, exotic teas and other beverages with herbal
ingredients.
Outside the united states, Pepsi-Cola soft drink operations include the
business of Seven-Up International. Pepsi-Cola beverages are available
in about 160 countries and territories.
Pepsi-Cola began selling its products internationally in 1934 with its
operations in Canada. Operations grew rapidly beginning in the 1950s.
In addition to brands marketed in the United States, major products
include Mirinda and Pepsi-Cola North America includes the United
States and Canada. Key international markets include Argentina,
Brazil, China, India, Mexico, Philippines, Saudi Arabia, Spain, Thailand
and the United Kingdom. Pepsi-Co Beverages International also
produces, sells and distributes Gatorade sports drinks as well as
Tropicana and other juices internationally.
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Pepsi-Cola provides advertising, marketing, sales and promotional
support to Pepsi-Cola bottlers and food service customers. This
advertising. New advertising and exciting promotions keep Pepsi-Cola
brands young.
The company manufactures and sells soft drink concentrate to Pepsi-
Cola bottlers. The company also provides fountain beverage products.
FRITO-LAY
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Pepsi-Co’s snack food operations had their start in 1932 when two
separate events took place. In San Antonio, Texas, Elmer Doolin
bought the recipe for an unknown food product – a corn chip – and
started an entirely new industry. The products was Fritos brand corn
chips, and his firm became the Frito Company.
That same year in Nashville, Tennessee, Herman W. Lay started his
own business distributing potato chips. Mr. Lay later bought the
company that supplied him with product and changed its name to H.W.
Lay Company. The Frito Company and H.W. Lay Company merged in
1961 to become Frito-Lay, Inc.
Today, Frito-Lay brands account more than half of the U.S. snack chip
industry.
PepsiCo began its international snack food operations in 1966. Today,
with operations in more than 40 countries, it is the leading
multinational snack chip company, accounting for more than one
quarter of international retell snack chip sales. Products are available
in some 120 countries. Frito-Lay international markets include Australia
Brazil, Mexico the Netherlands, South Africa the United Kingdom and
Spain.
Often Frito-Lay products are known by local names. These names
include Matutana in Spain, Sabritas and Gamesa in Mexico, Flma Chips
in Brazil, Walkers in the United Kingdom and others. The company
markets Frito-Lay brands on a global level, and introduces unique
products for local tastes.
Major Frito-Lay products include Ruffles, Lay’s and Doritos brands
snack chips. Other major brands include Cheetos cheese flavored
snacks, Tostitos tortilla chips, Santitas tortilla chips, Rold Gold pretzels
and Sun Chips multigrain snacks. Frito-Lay also sells a variety of snack
dips and cookies, nuts and crackers.
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GATORADE & TROPICANA
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Tropicana was founded in 1947 by Anthony Rossi as a Florida fruit
packaging business. The company entered the concentrate orange
juice business in 1949, registering Tropicana as a trademark.
In 1954 Rossi pioneered a pasteurization process for orange juice. For
the first time, consumers could enjoy the fresh taste of not-from-
concentrate 100% Florida orange juice in a ready0to serve package the
juice, Tropicana Pure Premium, became the company’s flagship
product.
In 1957 the name of the company was changed to Tropicana Products,
headquartered in Bradenton, Florida. The company went public in
1957, was purchases by Beatrice Foods Co. in 1978, acquired by
Kohlberg Kravis & Roberts in 1986 and sold to the seagram Company
Ltd. in 1988. Seagram purchased Dole global juice business in 1995.
PepsiCo acquired Tropicana, including the Dole juice business, in
August 1998.
Today the Tropicana brand is available in 63 countries. Principal brands
in North America are Tropicana Pure premium, Tropicana Season’s
Best, Dole Juices and Tropicana Twister. Internationally, principal
brands include Tropicana Pure Premium and Dole juices along with
Frui’Vita, Looza and Copella. Tropicana Pure Premium is the third
largest brand of all food products sold in grocery stores in the United
States.
Gatorade sports drinks was acquired by the Quaker Oats Company in
1983 and become a part of PepsiCo with the merger in 2001. Gatorade
is the first isotonic sports drink. created in 1965 by researchers at the
University of Florida for the school’s football team, “The Gators,”
Gatorade is now the world’s leading sport’s drink.
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QUAKER FOODS
The Quaker Oats company was formed in 1901 when several American
pioneers in oat milling came together to incorporate. in Ravenna; Ohio,
Henry D. Seymour and William Heston had established the Quaker Mill
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Company and registered the now famous trademark. Seymour wanted
his product to be symbol of honesty, integrity and strength. the figures
of a man in Quaker clothes became the first registered trademark for
breakfast cereal and remains the hallmark for Quaker Oats today.
in Cedar Rapids, lowa, John Stuart and son, Robert, and their partner,
George Douglas, operated the largest cereal mill of the time. Ferdinand
Schumacher, known as “The Oatmeal King,” had founded German Mills
American Oatmeal Company in 1856.
Combining the Quaker Mill Company with the Stuart and Schumacher
businesses brought together the top oats milling expertise in the
country as the Quaker Oats Company.
The first major acquisition of the company was Aunt Jemina Mills
Company in 1926, which is today the leading manufacturer of pancake
mixes and syrup.
In 1986, the Quaker Oats Company acquired the Golden Grain
Company, producers of Rice-A-Roni.
PepsiCo merged with the Quaker Oats Company in 2001. Its products
still have the eminence of wholesome, good-for-you food, as
envisioned by the company over a century ago.
Slogans and Logos
Click on thumbnail to see larger picture.
1898 Brad's Drink
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1903Exhilarating, Invigorating,
Aids Digestion
1906 Original Pure Food Drink
1908 Delicious and Healthful
1915 For All Thirsts - Pepsi:Cola
1919Pepsi:Cola - It makes you
Scintillate
1920Drink Pepsi:Cola - It Will
Satisfy You
1928 Peps You Up!
1929 Here's Health!
1932 Sparkling, Delicious
1933 It's the Best Cola Drink
1934Double Size
Refreshing and Healthful
1938 Join the Swing to Pepsi
1939 Twice as Much for a Nickel
1943 Bigger Drink, Better Taste
1947 It's a Great American Custom
1949Why Take Less When Pepsi's
Best?
1950 More Bounce to the Ounce
1954 The Light Refreshment
Refreshing Without Filling
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1958 Be Sociable, Have a Pepsi
1961Now It's Pepsi for Those Who
Think Young
1963Come Alive! You're in the
Pepsi Generation
1967Taste that Beats the Others
Cold, Pepsi Pours It On.
1969You've Got a Lot to Live,
Pepsi's Got a Lot to Give
1973Join the Pepsi People Feelin'
Free
1976 Have a Pepsi Day!
1979Catch That Pepsi Spirit
Take the Pepsi Challenge
1981 Pepsi's Got Your Taste for Life
1983 Pepsi Now!
1984The Choice of a New
Generation
1987 America's Choice
1989 A Generation Ahead
1992 Gotta Have It
1993Be Young, Have Fun, Drink
Pepsi
1995 Nothing Else is a Pepsi
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1997 Generation Next
1998 Same Great Taste
1999 The Joy of Cola
2000 The Joy of Pepsi
2003 Pepsi. It's the Cola
2006 Pepsi. It’s the Cola
What’s in Soft Drinks?
Soft drinks have been part of the American lifestyle for more than 100
years. Many of today’s soft drinks are the same as the first ones
enjoyed in the 1800s.
Soft drink production begins with the creation of a flavored syrup using
a closely-guarded company recipe. The syrup is mixed with purified
water and then carbonated by adding carbon dioxides gas under
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pressure. This carbonation creates the “tingly fizz” that gives soft
drinks a refreshing taste.
Now for a closer look at soft drink ingredients….
Like other foods, the ingredients that are used soft drinks are approved
and closely regulated by the U.S. Food and Drug Administration (FDA).
All of the ingredients used in soft drinks are found in a variety of other
foods.
Water
Soft drink production starts with a pure source of water. Regular soft
drinks contain 90% water, while diet soft drinks contain up to 99%
water. Drinking water often contains trace amounts of various element
that affect its taste. You have probably noticed that tap water tastes
different in various regions of the country. Bottlers use sophisticated
filtering and other treatment equipment to remove any residual
impurities and to standardize the water used to make soft drinks.
That’s why your favorite soft drink tastes the same in New York as it
does in Texas.
Carbon Dioxide
A colorless and odorless gas, carbon dioxide is the essential
characterizing in all “carbonated” beverages. It is given off when we
breathe and is used by plants to produce oxygen.
When dissolved in water, carbon dioxide imparts a unique taste. For
that reason natural sources of carbonated, or effervescent, mineral
waters were once highly prized. These rare mineral waters. Were also
believed to have beneficial medicinal properties. Efforts to make and
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sell “artificial effervescent mineral water” were well underway in
Europe and the U.S. By 1800.
It was the innovative step of adding flavors to these popular “soda
waters” that gave birth to the soft drink beverages we enjoy today. In
the early days of soft drink manufacturing, carbon dioxide was made
from sodium salts. This is why carbonated beverages were called
“sodas” or “soda water.”
Today, bottlers buy pure carbon dioxide as a compressed gas in high-
pressure cylinders. Carbon dioxide gas is absorbed into the flavored
soft drink in a carbonator machine just before the container is sealed.
While under pressure and chillethe soft drink may a sorbe up to fuor
times the beverage volume of carbon dioxide.
When you open a soft drink bottle or can, he “pop” you hear and the
“fizz” you see is the rapid escape of carbon dioxide gas caused by the
sudden release of pressure on the beverage.
Flavors
One of the most important ingredients in soft drinks is flavoring. Most
soft drink bottlers mix many individual flavors to create distinctive
tastes.
Natural flavors in soft drinks come from spices, natural extracts and
oils. Fruit-flavored soft drinks such as orange and lemon-lime often
contain natural fruit extracts. Other flavors such as root beer and
ginger ale contain flavorings made from herbs and spices.
There are also some artificial or man-made flavorings used in soft
drinks. Nature does not produce enough of some flavors to satisfy
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world demand. Also, some natural flavors are limited geographically
and seasonally.
Colors
Many people don’t realize how important color is to taste perception.
Color affects our psychological impression of food. If you don ‘believe
it, try eating a familiar food in the dark. The colors used in foods and
beverages come from both natural and synthetic sources.
Caffeine
Caffeine is a substance that occurs naturally in more than 60 plants
including coffee beans, tealeaves, kola nuts and cacao beans. In some
cases, small amounts of caffeine are added to soft drinks as part of the
flavor profile. The amount of caffeine in a soft drink is only a fraction of
that found in an equal amount of coffee or tea.
Caffeine has a classic bitter taste that enhances other flavors. It has
been part of almost every cola-and pepper-type beverage since they
were first formulated more than 100 years ago and has been enjoyed
in coffee, tea and chocolate beverages for centuries.
Even though some people feel the effects of caffeine are harmful,
scientific research has refuted these claims. The long history of
caffeine’s use confirms that it is safe when consumed in moderation.
For people who wish to restrict their caffeine, many caffeine-free soft
drinks are available.
Caffeine
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Similar to fruit juices and many other food products, most soft drinks
are slightly acidic. Acidulates add a pleasant tartness to soft drinks and
act as preservative. Some soft drinks contain a small amount of one or
two common food acidulates – phosphoric acid and citric acid
occasionally, other acidulates such as malic acid or tartaric acid are
also used.
Preservatives
Soft drinks do not normally spoil because of their acidity and
carbonation. However, storage conditions and storage time can
sometimes impact taste and flavor. For this reason, some soft drinks
contain small amounts of preservatives that are commonly used in
many foods.
Potassium
Potassium is another essential nutrient found many natural and man-
made food ingredients. Like sodium, potassium exists naturally in
drinking water and, therefore, soft drinks. Small amounts of potassium
are also found in some of the flavoring agents and other ingredients
used in soft drinks.
Sodium
Because the names “soda pop” “soda water” were associated with
early soft drinks, many people falsely believe that carbonated
beverages contain significant amounts of sodium. This is not true.
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Sodium, in the form of various salts, is present in many natural and
man-made compounds. It is an essential mineral nutrient responsible
for regulating and transferring body fluids, as well as other important
body functions. Although an adequate daily intake of sodium is
necessary for good healthy, excessive consumption has been tied to
high blood pressure in some people.
Soft drinks are not significant sources of sodium in the diet. In fact, the
local drinking water supply used in making soft drinks contributes most
or all of the sodium. Small amounts of sodium in some soft drinks can
also come from other ingredients.
Soft drinks are classified by FDA as “low” or “very low” sodium foods.
Even people who are advised to restrict their intake of sodium by their
doctor can usually drink and enjoy soft drinks with their doctor’s
approval. Sodium-free soft drinks are available.
Sweeteners
Non-Diet Soft Drinks
Most regular (non-diet) soft drinks are sweetened with sucrose or high
fructose corn syrup, (HFCS0. A mixture of these sweeteners may also
be form sugarcane or sugar beets. HFCS is a newer and more
convenient liquid sweetener, similar to sucrose but made from corn. It
is now use in many prepared foods.
With either, the amount of sweetener in a soft drink ranges from 7 to
14%, about the same amount as a glass of pineapple or orange juice.
Both sucrose and HFCS are easily digested carbohydrates, and
carbohydrates are an important part of the diet. They provide calories,
which are the source of energy for the body.
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Sometimes thought to be more fattening than other foods sugar
actually contains the same number of calories by weight as protein (4
calories/gram), and less than half the calories of fat (9 calories/gram).
Sugars also contain far fewer calories than alcohol (7 calories/gram).
Diet Soft Drinks
The popular class of beverages known as diet soft drinks are made
possible by the intensely sweet substances we refer to as “diet” or
“low calorie” sweeteners. Aspartame, saccharin, sucralose and a
casual fame K are approved for use in soft drinks today and
sweeteners remains an active area of food research. By choosing from
a variety of different sweeteners, manufacturers can blend sweeteners
to match beverage formulations and better appeal to all consumer
tastes and preferences.
Aspartame
After many years of scientific testing, aspartame was first
approved for use in some foods in 1981, and for soft drinks in
1983. it has been reviewed and approved, not only by the U.S.
Food and Drug Administration (FDA), but also by the
governments of more than 60 countries and the World Health
Organization.
Aspartame is a “nutritive” sweetener, meaning it is easily
digested and provides calories. However, its sweetening power is
so great that the tiny amount needed to sweeten a soft drink
adds less than one caloric per 12-ounce can.
Soft drink companies use slightly different amounts of aspartame
in various flavor recipes. Most diet soft drinks are sweetened
with aspartame alone, but some may contain a blend of
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aspartame and saccharin. If aspartame is the only sweetener
used, about 15 milligrams per ounce of beverage is added. As
other diet sweeteners become available, more sweetener blends
are likely to be used.
Saccharin
Saccharin has many desirable properties that make it a valuable
food ingredient. It is extremely sweet – about 300 times sweeter
than sugar – and contributes no calories. It is stable in foods and
is metabolically inert, which means that it goes through the body
without changing. Finally, it is relatively enexpensive.
Because of some concerns raised in the late 1970s, labels
formally were required on all products containing saccharin. It is
now generally accepted by academic scientists, the federal
government’s National Toxicology Program and various
international health organizations that there is no risk in
consuming saccharin. The many years of saccharin use
demonstrate not only its popularity with soft drink
manufacturers, but also with consumers.
Acesulfame k
Acesulfame K, under the brand name of “Sunnett,” is an example
of a new diet sweetener approved for soft drinks by the FDA in
1998. Acesulfame K is a calorie free, heat stable sweetener that
is 200 times sweeter than sugar.
Sucralose
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Sucralose was approved by the FDA in 1998 for use in a wide
variety of food products including soft drinks. Sucralose is a low
calorie, high-intensity sweetener that is about 600 times sweeter
than sugar. It is sold under the brand name of “Splenda”
Sucralose and sucrose (sugar) have been shown to have similar
taste and flavor profiles.
A number of other fascinating low-calorie sweeteners are currently
undergoing safety evaluations for future use. These include all-time, a
compound similar to aspartame that is remarkably 2,000 times
sweeter than sucrose and various naturally occurring plant derivatives,
such as stevia and thaumatin.
COMPETITON
(Real war between Pepsi & coke)
Every food companies have their competition. Pepsi’s main competitor
is Coca-Cola co. Both have been selling thirst quenchers for 100 years
that are now global brands. Their bottles move through the world’s
most pervasive distribution network.
Coke is mainly a franchise driven operation with a company supplying
its soft drink concentrate to its soft bottles around the world Coke
management releases that a soft drink is a convenience as well –as an
– impulse product. According the – company’s expertise lies in
consumers marketing. Idea is to reduce the effect span as Also coke
will be experimenting with mobile dispensing units at beaches and
stadiums going out towards consumers the much as possible. Cokes
infrastructure plan include setting up new subsidiaries. It is also
considering a 35 Greenfield venture to set-up a model plant in
westerns corridor most likely in Gujarat. This will have 4 product lines
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with a capacity of 600 bottles per minutes with a build in flexibility to
about top different and flavors and sizes. Another option for building
capacity is to bringing in bottlers from overseas to invent jointly in
fresh capacity. The company wants to go a stem further and set-up
COCA-COLA institute a training facility for bottlers. Coke continues to
stay with its multi brand strategy. This enhances the ability to leverage
self-space at the retail outlet. It also gives then flexibility to offer price
on brand others then lead once. Coke has launched MAJA pineapple
and MAJA orange. As far as new product launched is concerned coke
plans a dual brand approach by bringing in FANTA lemon. This comes
about because volumes of LIMCA have increased by 20% shares, which
have an 80% - share of the cloudy lemon segment—So this dual brand
approach will extend to that flavors too. Pepsi’s decision to take in
company owned bottling operation (COBO) alongside franchise has
proved to be winning edge over its competitor. By 1994 Pepsi’s has
bought over five bottles in the key markets. This ensuring maximum
control. The franchise now sees the company not just as advisor but
also as carrying the weight of experience. Company system and
franchisee system can now be properly aligned to meet the required
objectives.
On expanding reach and availability 80% of all cold drinks are
consumed at the point of purchase (POP) rather than at home. The
fountain initiative has paid off in higher of countrywide and they offer
consumers a whole new way experience soft drinks. Also expanding
teach and availability. Coke tied up with Indian oil to set up dispensing
units at petrol pumps. Pepsi followed suit by striking a deal with Bharat
Petroleum.
Pepsi has mainly focused a brand Pepsi. Their strategy has been to
keep pace with the market growth rate in non-Colas but to emerge as
the definite cola they have put there might behind the brand Pepsi as
the flagship brand. In 1987, Pepsi ranked 29 in the fortune list of the
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500 largest industrial corporation in the U.S. Coca Cola was way down
at 54, while Pepsi Co. improved its position from 34 in 1986 Coca Cola
tumbled to 38 after missive public out cry, the company had to
reintroduce the original coke classic. Pepsi has so far made in roads in
151countries (150 before India) including the much-publicized ventures
in the soviet Union and China. Patience in Pepsi Co.’s long suit. At the
base of every beverage business lies the all important secret formula
of success the “Concentrate”. In india the concentrate is prepared by
Pepsi food limited representatives of Pepsi-Cola international.
They came, spent, and conquered. The size of their combined business
adds up to more than Rs. 5500 crore. The equity investment put in it
tots up to a humungous $ 1347 million (Rs. 5700 crore). Yet almost 10
year after Pepsi Coca-cola Company entered India, birth are yet to turn
a profit. Their accoumulated losses are estimated to over Rs. 800
crore. In a bid to comer a larger market share, invariably, either Pepsi
or Coke ends up raising the stakes to a point where the math simply
doesn’t add up. Just that the two cola giants have been in an unseemly
hurry to grow the Indian market and, at the same time deny each other
any advantages, irrespective of whether it makes economics sense. “in
the mid 90’s breakeven was pegged at 40 million cases. Today, both
players together do 150 million cases, but break-even is still elusive.
The battle spilled into almost every area of operations in early 1999,
that discounts were also unleashed. If the industry norm was around
three to four bottles free with every case, the Cola majors began to
offer six to seven bottles. In 2000 particularly in the month coke went
berserk, giving 500/0 discounts.
Both cola warriors targeted a clutch of key accounts about 67% of the
total retail base, primarily restaurants, movie halls and hotels. In many
cases the owner would play one against the other and drive a hard
bargain. In may cases the cola companies. Paid close to Rs. 100 per
36
case of expected off take as advance to secure a monopoly over the
key account.
The gross margins –o~ a case of returnable glass bottles was just Rs.
40. In India, a single-serve P & T bottles was simply not cost effective.
Aluminum cans too suffered from the same problem effective.
Aluminum cans too suffered from the same problem. Now every year,
both companies had to invest in fresh glass capacity and crates. Back-
of-the envelop calculations suggested that to put an additional million
bottles in the market required close to Rs. 40 crore investment in glass
and carats, and glass bottles had to be replaced every four year after
they had done 40 cycles, during which time depreciation had been
charged. Till the cola companies began to concentrate on the urban
centers. As soon as they pushed into the winter land, the first sings of
problems surfaced. In a state like Tamil Nadu the off take per 1000
people was barely 0.9 as a result, when a Pepsi or a coke truck went
into interior markets, the glass simply wouldn’t come black fast, either
consumption was low or the volumes were being split between the
volumes were being spilt between the two competitors as a market.
But that would have been completely out or character for the
company. “it is a bit like asking the Brazilian Soccer team to adopt
German-Style total football”. Across global market Pepsi has always
reveled in grabbing share away from coke. But in India it finds itself in
a peculiar position. It is the Numero Uno brand, outselling both coke
and Thums up put together. That’s helped Pepsi’s Indian team to build
quite a reputation. Pepsi has managed to constantly find ways to
connect with the youth. So it Coke is the universal drink, which cuts
across-age groups, Pepsi is the icon of the real cola quaffers Young-
people between the ages of15-29.
37
ENTRY OF PEPSICO IN INDIA
In 1977, a change in the government at the center led to the exit of
coca-cola which preferred to quit rather to dilute its equity to 40% in
compliance with the Foreign Exchange Regulations Act (FERA).
The beginning of 1980’s saw the birth of another cola drink “Thums
Up” the Gold Spot people launched it in 1978-79 as “Refreshing Cola”;
in 1978 Parle led the Indian soft drinks market (share33%) with its Gold
Spot and Limca brands. In 1987 pure drinks share came down to21%
as a result of growing popularity of Limca and Thums Up. At the same
time the threat to the Indian soft drinks market was that of fruit drinks.
In 1988, fruit drinks market was valued at Rs. 40 crores and was
growing at the rate 0/20%. In early 1985, the government rejected a
proposal with the R.P Goenka Group. This involved the export of fruit
juice concentrated from Punjab in return for the import of Cola-
Concentrates. The deal offered was 3:1 export-import ratio in return for
being allowed to market Pepsi in India. The Rs.22 crores Pepsi Co
project/package was the second bed by the U.S. headquarters MNC to
inter India. Pepsi Co would have an equity holding of 39%, Punjab Agro
Industries Corporation (PAIC) 20% and Voltas 24%. The bad to be
financed privately from loans. A. project approval board was finally set
in February 1988.
Pepsi’s shares which have been originally just under 40% was whittled
to about 35% and PAIC’S share was hiked to 40% these were mainly
the issue in which COKE had left India in 1977. Thus Pepsi not only
accepted the conditions but also went much further. Now the victory
38
for Pepsi who after more than 5 years of acrimonious battle was
launched in June 1990 selectively in Rajasthan, Punjab, Uttar Pradesh
and South as “SAHAR-PEPSI”.
In 1991, saw a major launch of 7Up and Mirinda in India, which was
warmly recived by Indian customers & consumers. 1993 was new
beginning for fountain Pepsi (PMX). Pepsi achieved the no.1position in
India. In 1996 Mirinda attained no. 1 position in orange beverages
category.
May 1998 saw major launch of Mirinda lemon in India around 70% of
the total sales came from established markets of North America.
Pepsi has major branch namely:
Pepsi: Diet-Pepsi; Mountain Dew
7-UP: Slice and Miranda (orange.& lemon)
Mr. Ramesh Vengal was the first Managing Director who was here till
Aprill 1992. Mr. Suman Sinha the current
President took over from him after a long inning with Hindustan. Lever
Ltd. (HLL) During these years the beverages business has grown
rapidly from 3 million cases to 60 million cases and is paised for
annually through 7,50,000 retail outlet across the country.It generates
annual sales of approximately Rs.2, 500 crores which includes exports
of Rs. 300crore) and a presence in the nascent juice market with
Tropicana (sales, Rs. 50 crore).
39
PEPSICO INDIA
Pepsi is one of the most well known brands in the world today
available in over 160 countries. The company has an extremely
positive outlook for India. “Outside North America two of our
largest and fastest growing businesses are in India and China,
which include more than of the world’s population.” (PepsiCo’s
annual report, 1999)
This reflects that India holds a central position in pepsi’s
corporate strategy. India is a key market for PepsiCo and at the
same time the company has added value to Indian agriculture
and industry. PeosiCo entered India in 1989 and is concentrating
in three focus areas- Soft drink concentrate snack foods and
vegetable and food processing.
Faced with the existing policy framework at the time, the
company entered the India market through a joint venture with
Voltas and Punjab Agro Industries. With the introduction of the
labialisation policies since 1991, Pepsi took complete control f its
operations. The government has approved more than Us$ 400
million worth of investments of which over US$ 330 million have
already flown in.
One of PepsiCo’s key strategies was to develop a completely
local management team. Pepsi has 19 company owned factories
while their Indian bottling partners own 21. The company has set
up 8 Greenfield sites in backward regions of different states.
PepsiCo intends to expand its operations and is planning an
investment of approximately US$ 150 million in the next two-
three years.
Introduction
40
With a legacy of decades in the industrial arena. The Jaipuria Group of
Companies now stands at the one thousand five hundred crore mark.
The group boasts of its several world-class business arenas like those
of Textiles, Bottling. Education, information technology, food chain and
Retailing, apart from numerous other business segments.
Jaipuria Group is a Rs. 1500 Crore, family controlled, reputed business
house with over a century of operations in diversified fields.
The group as on today can boast of expertise and leadership in the
fields of food and beverages, textiles and real estate development with
varied interests in a wide range of products and services.
The Jaipuria Group under the leadership of the three brothers SK
Jaipuria, RK Jaipuria and CK Jaipuria has today become one of the
leading business houses of the country.
The following are the major areas of operations of the Jaipuria Group:
Food and Beverages
Textiles
Information Technology
Real Estate
Education
Presence of Jaipuria Group in India : Offices & Plants: 1. New Delhi 2. Mumbai 3. Kolkata 4. Chennai 5.
Hyderabad 6. Agra 7. Guwahati 8. Chandigarh 9. Lucknow 10. Varanasi
11. Patna 12. Jaipur 13. Indore 14. Bhopal 15. Gwalior 16.
Vishakhapatnam 17. Udaipur 18. Goa 19. Dharwad 20. Jamshedpur 21.
Noida 22. Cuttack
Jaipuria With Pepsi
The Jaipuria Group, since 1975 has been a renowned and reputed
name in the field soft drink bottling. Since its foray into this field the
41
Group has bottled almost all the major soft drink brands that existed in
India like Coca Cola. Thumsup, Limca and Pepsi etc.
Today the Jaipuria Group commands almost 60% of the Pepsi business
in India. With an impressive turnover and plants equipped with the
latest technology the Jaipuria Group can boast of being the biggest
name in the country when it comes to soft drink manufacturing.
The Group has major presence in most part of the country, with its 22
fully operational plants running successfully across the country.
PepsiCo is a world leader in convenient foods and beverages, with
revenues of about $25 billion and over 142,000 employees. The
company consists of the sanck businesses of Frito-Lay North America,
Gatorade/Tropicana North America and Frito
-Lay international; the beverage businesses of Pepsi-Cola and PepsiCo
Beverages International and Quaker Foods North America,
manufacturer and marketer of ready-to-eat cereals and other food
products. PepsiCo brands are available in nearly 200 countries and
territories.
Many of PepsiCo’s brand names are voer 100-years-old, but the
corporation is relatively young. PepsiCo was founded in 1965 through
the merger of Pepsi-Cola and Frito-Lay Tropicana was acquired in 1998
and PepsiCo merged with The Quaker Oats Company , including
Gatorade, in 2001.
PepsiCo’s success is the result of superior products, high standards of
performance, distinctive competitive strategies and the high integrity
of our people.
42
43
STRUCTURE OF FOBO
PEPSI FOODS LIMITED
FRANCHISEE
(BOTTLERS)
PEPSI INDIA MARKETING
(SALES & MARKETING)
44
Franchisees invest in pland and
in machine, glass (Bottlers,
trucks and infrastructure) in
FOBO
FOBO stands for franchise owned bottling operations. Entering into
FOBO has helped PepsiCo on several ways. First it has enabled Pepsi to
focus on marketing operation as it has on the operatonal front Another
gain of going FOBO is that since the franchise have to invest in plant
and machine-glass (bottles and) trucks/infrastructure, the cost burden
has been reduced.
45
Introduction to the Project
46
INTRODUCTION TO THE PROJECT
PepsiCo is a world leader in convenient foods and beverages, with revenues of about $27
billion and over 147,00 employees. The company consists of the snack business of Frito-
Lay North America and the beverage and food businesses of PepsiCo Beverages and
Foods, which includes PepsiCo Beverages North America (Pepsi-Cola North America
and Gatorade/Tropicana North America0 and Quaker Foods North America. PepsiCo
International includes the snack businesses of Frito-Lay International and beverage
businesses of PepsiCo Beverages International. Pepsi Co brands are available in nearly
200 countries and territories.
With a fierce competition ranging amongst various companies involved in the field of
soft drink, brand awareness and promotion are indispensable for the future growth
prospects.
In this project, I m going to discuss and analyze the awareness and positioning of SLICE
In the field of juice based product in the market and the taste & preference of consumer
In this project, based upon marketing research, I defined the problem, collected,
organized and analyzed the data; making deductions and evaluations; thereby reaching
the conclusions.
47
Brand awareness is not such an easy task; therefore, I m going to adopt a multiple
strategy in defining the problem, evaluating the data and suggesting the
recommendations.
Multiple strategy includes an extensive research on secondary data i.e. data which has
already been collected by someone else; thereby making it much more valuable and
appropriate by analyzing it in the perspective of new and the first hand data i.e. Primary
Data, which happens to be original in character.
It is absolutely essential to determine the various ways for the business to grow and
succeed in a dynamic way and finding the root cause for the available problem, to discard
it.
Methodologically, marketing research uses several types of research designs namely;
Qualitative techniques, Quantitative techniques, Conceptual and Empirical techniques,
Descriptive and Analytical techniques etc. Researchers may adopt more than one research
designs i.e. a multiple research design strategy, but to achieve the aim and objective of
the project, Quantitative Research Design has been adopted- which is generally used to
draw conclusions, uses random sampling techniques to as to infer from the sample to the
population- involves a large number of respondents- examples include Surveys and
Questionnaires.
48
Therefore, the entire marketing research project depended hugely for its success on an
appropriate an effective Questionnaire as it is very rightly called the heart of the entire
survey operation. If it is not properly set up: -
Then the survey and its outcomes are bound to fail. Hence first and foremost, I m going
to define and explain the relevance and appropriateness of each and every questions
which was made a part of the Questionnaire and how it moved the project towards it’s
pre-determined objectives. To understand that better, we must have a look at the
Questionnaire compiled.
Brand awareness is the ability of potential buyer to recognize or recall that a brand is a
part of a product category. In other words, the customer should be able to identify a firms
product in the retail store or able to recall it’s brand whenever he or she thinks of the
product class. Brand awareness has to be thought of as “a continuous range from an
uncertain felling that a brand is recognize to a belief that it is the only one in the product
class”. At the top end of the continuum is the brand that exists at the top of the customers
mind. This is the happy and most desired condition that any marketer seeks. The next
level is of all the other brands that are recalled by the customer in an unaided form. The
customer is asked to recall as many as he or she is able to whenever one thinks of a
product.
49
Problem
Undertaken
/
Studied50
51
PROBLEM UNDERTAKEN/STUDIED
Quite often we all hear that “A problem clearly stated is a problem half solved”. This
statement signifies the need for defining a research problem. The problem to be
investigated must be defined unambiguously for that will help to discriminate relevant
data from the irrelevant ones. Defining a problem involves the task of laving down
boundaries with in which the researchers shall study the problems with predetermined
objectives in view. The techniques for the purpose involve the undertakings of the
following steps:
Understanding the problem
Understanding the mature
Surveying the available nature
Developing the ideas to through discussion
Rephrase the research problem
While conducting the survey in PEPSI and making a glance on the titles of the report i.e.
“BRAND POSITIONING OF SLICE”, following problems are pointed out under
given headings.
IDENTIFY THE PROBLEM:
1. The main problem is to know the awareness of the SLICE in the market.
2. To analyze the position of the SLICE in the juice based drink
3. To estimate the market share of the SLICE.
4. To find out the future demand of the product.
5. Advertising is effective to create impact on consumer or not.
52
6. To find out the expectation level of the consumer.
7. To know whether the company is able to met the demand of the product with
an effective supply chain method or not.
8. To know whether the company have effective distribution system or not.
9. To know whether company have successfully analyze there weak routes.
IDENTIFY THE POSSIBLE CAUSES OF PROBLEM:
To identify the possible causes of problem a detailed study is done. The various possible
causes that come into focus are:
1. Lack of proper means of promotional activity or advertising.
2. Lack of proper analysis of week route area.
PROBLEM SOLVING TECHNIQUES:
The company should have to monitor these variables:
Market share of product.
Taste and preferences of customer.
Promotional activities.
53
Objectiv
e
54
Objective
1. To study the awareness of the slice among the JBD(juice based drinks).
2. To know the purchasing power of consumer and Behavior in comparison with
other product in JBD
3. To find out the reasons for increase or decrease in the sale of JBD as compare to
the previous year.
4. To study the consumption pattern of the SLICE
5. To identify the SWOT analysis of the company.
6. To indulge whether particular product is meeting the expectation level of the
company.
55
56
Research
Methodolog
y
RESEARCH METHODOLOGY
57
For define research methodology there are three types of methods for
marketing research. They are as follows:
The observation method
The experimental method
The survey method inclusive of panel method.
In observation method data are collected on the direct observation. No
talks take place. By observing the person the analysis makes the
inventory as to product used by him at his home or kept as retailers
stocks. In experimental method it is based on the concept that small-
scale experiment is useful to indicate the expectations of large-scale
experiment. The survey method information is gathered directly from
individuals I three ways:
o Telephone
o Mail
o Personal interview
The survey method in also suffered to as the “Questionnaire
Technique” there are also segregated by
In factual survey
Opinion survey
Interpretative survey
In my project point of view I have taken mainly the method of
1) Survey by route ride
2) Personal interview by questionnaire technique
1. The survey method by route ride I usually went with pepsi
van also with salesman. I met the retailers from outlets to
58
outlets. This survey method helps me a lot to understand about
the distribution system and to understand the problem of
retailers and other people.
2. In the personal interview by questionnaire technique I
usually gathered information by face to face interviewing. In this
survey method I saw that the respondent was shown the exhibit
and advertisement to give his personal opinion and attitude. In
this method the direct interaction of occurred with the retailers
and I could collect the reliable information from them it has also
cost disadvantage that’s why some were difficult to covered.
RESEARCH DESIGN
The research process designed was conclusive and statistical in nature.
Which would enable the company to take rational decision? This is
because the sample size taken was large and the techniques adopted
59
were for mass data. The date obtained from each locality was
tabulated and the results were obtained in from of percentages.
Data collection sources
I – Primary sources
Observation – non observation and direct
Survey- which include various categories of retailers.
Personal interview
II- Observation
The observation was done by the following meted
Keeping the markets in view
Keeping the customers and consumers in view
Interacting with various group of retailers and consumers
III- Survey
Various retailers and consumer with the help of questionnaire
IV- Personal interviews
This method of date collection involves the interviewers asking
question in a face to face con tact situation there in direct personal
investigation and the interview inn properly structured as it involves
the use of set of predetermined questions which are asked in the form
and order pre-decided. This technique is preferred as it is economical;
more informative, non responses are low, spontaneous reaction which
are realistic. Lots of supplementary information comes up.
V- Secondary Data
Secondary data consists of information that already exists some where
and may have collected for a different purpose, it provide a starting
point.
60
To select the localities a map of KANPUR was used. The list of
retailers was obtained from company officials, designed by company.
QUESTIONNAIRE STRUCTURE
The questionnaire conducted during the survey consists of two categories i.e.
OUTLET SURVEY
CONSUMER SURVEY
61
OUTLET SURVEY: The outlet survey consist of five types of questions that was asked
From the Retailers. The first two question aims at analyzing the trends in the sales in
Comparison with the sales of previous year, including the sales of Juice Based Drink.
This helps in estimating that whether the sales of Carbonated Soft Drink and Juice Based
Drink has gone up, Gone Down or Remains same at every outlet.
The third question helps in estimating the reasons for increase or decrease in the sales of
juice based drinks. There are various reasons for increase or decrease in the sales. With
the help of the opinion of every retailer we can conclude the most important cause
affecting the sales.
The fourth question of the questionnaire targeted at the purchasing behavior of the
individual retailer of the juice based product. This question aims at deriving the estimate
demand of their juice based drink in the market.
The last question comprises of the suggestion to improve the sales of SLICE in the
market. With the help of this question we can go through the measures which help in
reaching the bench mark.
CONSUMER SURVEY: consumer survey consists of four types of question, asked
from the consumer. With the help of the consumer survey we can conclude the taste and
preference of consumer.
The first question aims at analyzing the consumption pattern of consumer in both types of
soft drink i.e. carbonated soft drink (CSD) and juice based drink (JBD). With the help of
this we can analyze the demand of the product.
The second question aims at analyzing the reasons of increase or decrease in the
consumption habit of consumer in JBD.
62
With respect to the aim and goal of the research of the project the next part of the
questionnaires is focusing at the core point of the research i.e. to niche out the size of the
juice based drink is mostly consume by the consumer. In this part we can interprets the
result by providing the rank to the different sizes of the product.
The last but not the least in the next section which will be the important aspect of the
questionnaire depicts on the importance of the research based on the taste and preference
of the consumer. On the basis of that market share of the all products of JBD is analyzed.
63
Observati
on
&
Analysis
OBSERVATIONS & ANALYSIS
64
Every Dealer Survey(EDS)
The Every Dealer Survey commonly known as EDS is made every year by the company.
This survey is done every year by the company so that complete awareness about the
retailers and there attachment with he company is observed. The data of EDS helps in
knowing the companies position among the competitors as well as the competitor’s
position.
The assessment is done in following ways:
The format of EDS is given as under:
A/C Name: - Is the name of the outlet.
Contact person: - To whom the surveyor contacts.
Address: - Address of outlet.
Channel code: - Is the code given to the outlet on the basis of its category.
If code is:
01 -modern trade
02 –on premise
03 –traditional trade
Size of account: - The size of account is assessed on the basis of the annual purchase of
product.
If <250 c/s then size is small that is denoted by S.
65
Similarly if 250-500c/s then size is denoted by M that is (medium).
if 500-1000c/s then size is denoted by L that is (large).
And If >1000 then VL that is (very large).
Category master
The category master is concerned with the category of the outlet. The company
gives them technical term according to the market share. This process is done
through estimating the product share in comparison with the competitor.
If the share of Pepsi is 0-25% then it will fall under WOP1 category.
Similarly, if share is 26-35% then it is WOP2 category.
If, 36-45% then WOP3.
If, 46-50% then it will come under PAR category.
If 51-60% then HIGH SHARE category
If sale of PEPSI product is 60 -100% in any outlet then outlet will come under
dominant category.
This category of Pepsi varies from one outlet to another.
SIGNAGE
One of the important topic covered under the EDS is signage. Here Signage refers to
visibility of brand names and different flavors in the outlet. There are various ways
through which the brand names and different flavors are made visible to the consumers.
They are: Dealer boards
Glow sign boards
66
Shop painting
Counter rack
Floor rack
One of the important philosophy company follows is: “JO DIKHTA WO BIKTA HAI”
means the thing which is visible in any outlet, consumer demands for it. And this
philosophy of company is very much true. Through the EDS the signage of the
competitor is also concluded. »From the survey it was observed that the routes or outlets
where there is good signage the sale of product is also up to mark. Similarly it was also
noticed that company needs to put some more effort regarding signage in the week
routes.
Mode of payment
Generally it is seen that mode of payment is in cash but some exception are there. These
exceptions are PEPSI monopolies where the mode of payment is through cheque.
Frequency
It is to measure that sales man visits the outlet daily or not .From the EDS we conclude
that there is regular visit of salesman in all the route.
Estimation of empty glasses in c/s : It is to be calculated by the surveyor that how
much c/s of PEPSI is empty and the number of empty c/s of the competitor.
Annual sale
67
Annual sale of PEPSI is calculated on the basis of salesman and the contact person’s
answer.(for example, if the contact person says that he sells 1 c/s daily then on
calculating :
1c/s daily
I.e. 30 c/s month
so annual sale = 30*100/18 = 167 c/s approx).
Similarly annual sale for other figure is estimated.
Chilling equipments
Under this category the chilling equipment of PEPSI and its competitor is
estimated .There are series of chilling equipment of Pepsi and its competitor. They are
namely
PBI code – Chilling machine provided by the company free of cost to the retailers having
goodwill in the soft drink market.
CCI code – Provided by the competitor just as PBI Code.
Outlet own – Chilling machine owned by the outlet.
PBI OYC & CCI OYC – The equipments provided by Pepsi and its competitor
respectively on the payment and the mode of payment is draft.
Other initiative
The other initiative is those initiative which supports the signage and makes a perception
on the mind of a consumer. These initiatives are (display, combo, HAD etc). The
common initiatives are
68
1. Space Club
2. Grocery/ HH program
3. Eatery combo program
4. Janta eatery program
5. Catering program
6. Seasonal Display outlet
FULLS AVAILABILITY (approx. quantity in bottles)
Total no of filled bottles is estimated by the surveyor. This is done for both Pepsi and
its competitor so that the current fills availability can be estimated. Here the figures
are counted in bottles not in c/s.
.
69
Outlet survey
Name of the outlet. Contact person.
1)what is your annual sale this year……c/s(specify JBD …………)
2) What was your annual sale last year…...c/s(specify JBD……….).
3) If there is a decline / increase, in your vis-à-vis last year in juice based drink
section;the reason:
a) more health consciousness among consumers
b) effect of programs of Baba ramdev,etc
c) Price increase in soft drinks .
d) extra push of good for you category products in the market .
e if any other ,plz specify…………………………
4) How often do you purchase juice based drinks ,
a) once a day
b) once in two days
c) once in weeks
e) others…………………
5) Any suggestion to improve the sale of SLICE (PEPSI) in the market.
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………
70
Collection of data
The data is collected from 26 route, 9 dealer and 6 distributors. We divided the outlet in
three parts.
1. Big size outlet
2. Medium size outlet.
3. Small size outlet.
The first two questions give the information about the increase or decrease in the sale of
outlet.
The outcomes are.
Carbonated soft drinks (CSD)
1) The sale of soft drinks has gone up in 10% outlet.
2) The sale of soft drinks remains same in 35% outlet.
3) The sale of soft drinks has gone down in 55% outlet.
71
Sale of CSD
10%
35%55%
Gone up
Same
Decrease
72
Juice based drink
1. The sale of JBD has gone down in 10% of outlet.
2. The sale of JBD has remains same in 35% of outlets.
3. The sale of JBD has gone up in 55% of outlets.
Sale of JBD
10%
35%55%
Gone down
Remain same
Increase
73
(3) If there is a decline / increase,in your vis-à-vis last year in juice based drink
section;the reason:
OUTCOMES :
The reasons for decrease in sale of JBD:
less demanded by the consumer
weather condition
program of Baba Ramdev.
The reasons for increase in sale of JBD :
45% of outlets says that sales increase due to Taste & preference of consumers.
30% of outlets says that sales increase due to health consciousness among the
consumer.
20% of outlets says that sales increase due to
extra push of good for you category product in the market.
5% of outlets says, due to price increase in soft drinks .
74
1
Taste andpreference 0
20
40
60
REASON FOR INCREASE IN SALE OF JBD
Taste andpreference
Healthconsciousness
Extra push of GFYproducts
Decrease in priceof soft drinks
75
1) How often do you purchase juice based drinks
The buying pattern of JBD is –
a) Once a day
b) Once in two days
c) Once in weeks
e) Others……
Outcomes
1) 40% outlet takes once c/s in a day
2) 30% outlet takes once in two days.
3) 20% outlet takes once in a week.
4) 10% others.
Buying pattern of JBD
40%
30%
20%
10% Once in a day
Once in two days
Once in a week
Others
76
Consumer survey
Name of consumer. Age………. Sex…………
Occupation……………..
a) How often do you drink soft drink ( specify JBD )
CSD JBD
A) Once a day
B) Once in two days
C) Once in a week
D) Others
2) Have your consumption of JBD have gone up, remains same, gone down this year
compared to last:
a) Gone up……….
Reasons:
1) More health consciousness.
2) Programs of Baba RamDev
3) Extra push of GFY products in the market.
4) Any other reasons………………….
……………………………………
3) Which pack you consume the most?
A) Tetra pack
B) 250 ml
C) 600 ml
D) 1.2 lit
77
.4) rank the following according to your taste and preference….
SLICE
MAAZA
FROOTI
JUMPIN
OTHER, Specify……………….
78
Collection of data
The outcomes derived from the data are as: data is collected by taking a sample of 700
consumers. The
The first question is:
1) How often do you drink soft drink (specify JBD)
CSD JBD
a) Once a day
b) Once in two days
c) Once in a week
d) Others
Outcomes
CARBONATED SOFT DRINK
The consumption pattern of consumer of CSD can be analyzed with the help of
following outcome.:
50% of consumer consumes once a day
30% of consumer consumes once in two days
15% of consumer consumes once in week.
5% others.
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Consumption of JBD
10% of consumer consume once a day
20% of consumer consumes once in two days
40% of consumer consumes ones in a weak
30% Others
80
CONSUMPTION PATTERN OF CSD
50%
30%
15%5%
Once a day
Once in twodays
Once in aweek
Others
Consumption Pattern of JBD
10%20%
40%
30% Once a day
once in two days
once in a week
ohers
The 2nd question is:
2) Have your consumption of JBD have gone up, remains same, gone down this
year compared to last:
Outcomes
30% increase in the consumption pattern
55% of consumption pattern remains same
15% has gone down.
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Position of JBD
30%
55%
15%
increase
same
decrease
The third Question is:
3) Which pack you consume the most:
A) TETRA PACK
B) 250 ml
C) 600 ml
D)1.2lit
82
SIZE PREFERENCE OF CONSUMER
01020304050
TETRAPACK
250 ML 600 ML 1.2LTR
SIZE OF JBD
% OF
CON
SUME
R
Series1
The fourth Question is
4) Rank the following according to your taste & preference
SLICE
MAAZA
FROOTI
83
JUMPIN
Other, specify………..
Outcomes:
The outcomes of Brand Preference of Consumer in JBD shows that :
40% of consumer preferred for SLICE
30% of consumer preferred for MAAZA
10% of consumer preferred for FROOTI
5% of consumer preferred for JUMPIN
SLIC
EMA
AZA
FROO
TIJU
MPIN
S10
10203040
% OF CONSUME
R
BRAND NAME
BRAND PREFERENCE OF CONSUMER
Series1
84
Recommend
ation
&
Conclusion
85
SUGGESTION & RECOMMENDATION
1) One of the most important suggestions that is concluded to advertisement.
The sale of slice can be improved by –
a) Advertisement in the television
b) Board, Poster, Stickers, Banners provided by the company.
2) Display scheme
Recently company has provided the display scheme to the customer. Like
space club, Mountain dew seasonal display which effect the sales very
much .So there must be such a display scheme of slice to improve the sales.
3) Under the crown offer (UTC) to consumer.
UTC offer consist of gifts prizes inside the crown of bottles. This will also
affect the sales very much. As we have already seen such a offer in the case of
Thums Up.
4) Production of 200ml and 300ml bottles of slice
5) Introduction of small tetra pack of slice of Rs 3/-
6) Improvement in the packaging of SLICE bottles
7) Replacement of expire bottles.
8) Decrease in the price of slice
86
CONCLUSIONS
It is evident from the results that the survey operation went in accordance to the prime
Objective of the company. From the analysis of the results, it is clear that brand
awareness of the slice is good in the market and it was above expectations before the
research work began. The survey operation comprises of outlet survey and consumer
survey in the Saharanpur region.
One thing which is essential for creating awareness is heavy promotion of the product
This might not only lead to increase in the brand preference but also an increased
Market share of the company.
During the survey it was found that position of th slice in the market is strong but there is
some unawareness about the new sizes, flavors and packs of the product. Due to this the
New innovation did not get good response in the market.
How far company is able to make use of the profitable opportunities available in the
research target market depends upon the capacity building of the company to met
challenges. Further more, in all this customer interest is of paramount importance.
87
Limitation
88
LIMITATIONS
1. The sample size is large as the time constraints were there and mainly profile of
the customer was very elegant so it is very tuff to get an personal interview.
2. Most of the outlets keeps their data very confidential and sharing their data is
very critical issue so it is very tough to do the survey on all segments.
3. The survey was done on only self-individual class. It may be possible that this
results could not represent the exact result because the survey done on random
sampling method.
4. The competitors are not forthcoming with details of their policies as it is
confidential information.
5. A hundred percent accuracy cannot be maintained while conducting the survey
because the respondents do not have all the information at the time of the
interview and they are able to give only approximate figures.
6. Since most parameters are qualitative as the research deals with relative terms, all
the data cannot be converted in quantitative terms and hence an objective analysis
is difficult to carry out.
7. At the time of conducting interviews some of the respondents were reluctant to
divulge the exact reason for their separation from the company.
8. The database relied on at many places is secondary data. The
Secondary data is subject to authenticity
89
Future
Direction
90
For
Research
FUTURE DIRECTION FOR RESEARCHAlthough the research work was carried in effective and efficient manner but still
there may be some constraints that must be considered while conducting the research.
Due to these constraints the research work is carried out under certain boundaries that
create an impact on the process as well as the results of the research. If these constraints
are not there, then result of the research is more significant and added more information
to it that can be concluded as follows:
TIME CONSTRAINTS : Time could be the most important constraints during
the research process. If time constraints was not there, data would have been
91
derived in a meaningful and Systematic manner and we can interact with the
respondents properly.
TOO BIG ROUTE AREA : The route area covered was too big and it was not
possible to cover every size of outlets with in the Limited time period.
Organization were not ready to disclose the data exactly and if they could have
provided me with an exact data then better as well as exact data could have been
calculated .
While conducting the research if the respondent had provided exact figure than
exact analysis would have been possible.
If the mode of collection of data would have been different i.e. other than
secondary data than it could have given new face to the research report.
92
SWOT
Analysis
SWOT ANALYSIS:
S (STRENGTH)
Availability
Quality
Different sizes
Acceptability
93
Affordability
Brand image
Largest distribution network
W (WEAKNESS)
No replacement policy
Less awareness about new launching
O (OPPORTUNITY)
Coverage of weak areas.
Regular visit to customer
Grievance handling of customer
T (THREATS)
Brand image of competitor
Reduced expenses
94
Bibliograph
y
95
BIBLIOGRAPHY
To achieve the aim and objective of the project, quantitative research design has been
adopted. To support the design of The above method, both types of data i.e. Primary data,
which Is collected for the first time, and thus happens to be the original In character and
the secondary data, which has already been collected by someone else and has already
been passed through The Statistical processes.
Primary data has been collected through the survey model where the sample size was of
300 outlets and 700 consumers in Saharanpur.
Secondary data has been collected through various sources like
Books and Internet
The book referred during the course of the project is RESEARCH METHODOLOGY –
by C.R Kothari, which helped in determining the Research design method to be followed
in the project.
The Websites visited were www.pepsi.com , www.google.com ,www.rkjgroup.com
Which provide great assistance in the project?
96
Annexur
e
97
ANNEXURE
Outlet survey
Name of the outlet. Contact person.
1) What is your annual sale this year……c/s(specify JBD …………)
2) What was your annual sale last year…...c/s(specify JBD……….).
3) If there is a decline / increase, in your vis-à-vis last year in juice based drink section;
the reason:
a) More health consciousness among consumers
b) Effect of programs of Baba ramdev, etc
c) Price increase in soft drinks.
d) Extra push of good for you category products in the market.
e if any other ,plz specify…………………………
4) How often do you purchase juice based drinks,
a)Once
b) once in two days
c) Once in weeks
e) Others…………………
5) Any suggestion to improve the sale of SLICE (PEPSI) in the market.
………………………………………………………………………………………………
………………………………………………………………………………………………
………………………………………………………………………………………
98
Consumer surveyName of consumer. Age………. Sex…………
Occupation……………..
b) How often do you drink soft drink ( specify JBD )
CSD JBD
E) Once a day
F) Once in two days
G) Once in a week
H) Others
2) Have your consumption of JBD have gone up, remains same, gone down this year
compared to last:
a) Gone up……….
Reasons:
1) More health consciousness.
2) Programs of Baba RamDev
3) Extra push of GFY products in the market.
4) Any other reasons………………….
……………………………………
3) Which pack you consume the most?
A) Tetra pack
B) 250 ml
C) 600 ml
D) 1.2 lit
.4) rank the following according to your taste and preference….
99
SLICE
MAAZA
FROOTI
JUMPIN
OTHER, Specify……………….
100