pepsico india 002

FRITO LAY INDIA.

A

PROJECT REPORT

ON

ASSESSMENT AND DEVELOPMENT OF NEW CHANNELS OF DISTRIBUTION

FORFRITO – LAY INDIA.

SUBMITTED TO UNIVERSITY OF PUNE IN PARTIAL FULFILLMENT OF 3 YEARS FULL TIME COURSE

BACHLOR IN BUSINESS ADMINISTRATION (B.B.A.)

SUBMITTED BYCHANITANYA VILAS DUGAD

(BATCH - 2011-12)

CHANDMAL TARACHAND BORA COLLEGESHIRUR ,PUNE- 412210

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FRITO LAY INDIA.

ACKNOWLEDGEMENT

This project bears imprint of all those who have directly or indirectly

helped and extended their kind support in completing this project.

At the time of making this report I express my sincere gratitude to all

of them.

I must first express my gratitude to Mr. Suhas Vaidya, Area Sales

Manager and the staff members for having accorded me the permission to

undertake a project in Frito - Lay India.

I also must show my deepest gratitude to Director Dr. N.S.Nikam

and Prof. Anita Dhariwal for their valuable suggestions, guidance and

advice in bringing out this project.

- Chaitanya Dugad

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FRITO LAY INDIA.

CONTENTS

1. INTRODUCTION

1.1. Executive summary 01-03

2. PROFILE OF THE ORGANISATION

2.1. Company Profile 04

2.2. History of Organisation 05-10

2.3. Products / Services of Organisation 11-13

2.4. Organisation chart 14

2.5. Distribution setup 15

3. INDUSTRY PROFILE 16

4. SCOPE OF STUDY 17

5. OBJECT OF THE STUDY 18

6. OBJECTIVES OF THE STUDY 19

7. RESEARCH METHODOLOGY 20-23

8. DATA COLLECTION AND ANALYSIS

8.1. Collection of data from Hotel owners, 24-28

Presentation of the data, and

Interpretation and analysis of the data

8.2. Collection of data from Petrol Pump owners, 29-32



8.3. Collection of data from Institutional Canteen owners, 33-38



8.4. Collection of data from Medical Stores owners, 39-43

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FRITO LAY INDIA.



8.5. Collection of data from all channels, 44-49 presentation of

the data, and


9. LIMITATIONS 50

10. FINDINGS 51-52

11. CONCLUSION 53-54

12. SUGGESTIONS 55

13. REFERENCE 56

14. ANNEXURE

14.1. Sales Report on Newly Developed Channels 57-60

14.2. Questionnaire for Institutional Canteens 61-62

14.3. Questionnaire for Hotels 63-64

14.4. Questionnaire for Medical Stores 65-66

14.5. Questionnaire for Petrol Pumps 67-68

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FRITO LAY INDIA.

EXECUTIVE SUMMARY

SECTOR : FMCG (Consumer goods)

INDUSTRY : Packaged and Snack Foods Industry

COMPANY : Frito-Lay India Ltd.

PROJECT TITLE : Assessment and Development of New

Channels of Distribution

DURATION : 2 months (1st June to 31st July)

PROJECT :

Problem: There’s a complex web of distribution channels for the FMCG products

in general and packaged and snack foods in particular, but not all the channels yield the

fruitful results. Some infact, yields results even lesser than what resources they consume.

Then there is a simple fundamental of “Whatever is visible, sells” in FMCG

impulse category. The above two conditions put the companies into a typical CATCH 22

situation.

Solution: Development and Assessment of New Channels for distribution. New

channels lead to the increased penetration of the Frito-Lay’s products. At the same time,

the new channels were assessed for the sales and level of penetration in terms of the new

sales addition.

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FRITO LAY INDIA.

IMPORTANCE OF STUDY :

In a world full of competition, it is not at all sufficient to rely just on one’s

own Company’s standing and distribution channel in the market. It is equally important to

know and predict the channel’s performance and hidden potential of new channels that sell

innovatively, in a way never thought of. Channel analysis, apart from covering the most

essential concepts of distribution, gives the wide exposure to the field.

Also, a company however strongly channelised and preferred does not

works in isolation. Thus, I found it more than required to do a project on development of

new distribution channel as a whole rather than just one company’s traditional channel

performance.

METHODOLOGY :

Sample Plan : New channels – Medical stores

Hotels

Institutional Canteens

Petrol Pumps

Method :

Stratified Random Cluster Sampling method was adopted. The revealed

research was adopted, where the information about the objective of survey and brand

identity was revealed. The sample size was taken around 12% of the universe in case of

Medical stores because of very big size of universe of around 900. The sample size for

Institutional canteens and Hotels was in the region of 15% to 17% of the universe, which

was of size around 350 and 600 respectively. The sample size for petrol pumps was 85%

because of very limited size of universe at 40.

Area of Survey: Nashik

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FRITO LAY INDIA.

Sample Size : Medical stores - 111

Hotels - 105

Institutional canteens - 55

Petrol pumps - 34

HYPOTHESES :

Some of the important hypotheses considered while adopting a particular

marketing strategy are discussed here. The study has been conducted by keeping these

entire hypotheses in mind. Later a detailed analysis is conducted on the basis of the

primary and the secondary data collected and conclusions are drawn out of it. The entire

hypotheses are considered again and their usefulness is studied. After this, acceptance or

rejection of these hypotheses is recommended to the authorised dealers and same is

conveyed to the respective officials of Frito-Lays.

The hypotheses are mentioned below:

1) Effective distribution network increases the dealer and consumer satisfaction

and brings more goodwill to the company

2) Knowledge of customer behaviour, reaction pattern and hence its manipulation

is extremely helpful in increasing the total market.

3) Effective promotional activities increase the sales,

4) Knowledge of competitor’s strengths, weaknesses and competitive advantage

helps in designing the strategies to deal with it.

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FRITO LAY INDIA.

PROFILE OF THE ORGANISATION

2.1 COMPANY PROFILE

Mission Statement:

“To become the world’s favourite convenience Fun Foods Company.”

Pepsico’s Values:

“Our commitment is to deliver sustained growth, through empowered people,

acting with responsibility and building trust.” Here’s what this means:

Sustained Growth is fundamental to motivating and measuring our success. Our

quest for sustained growth stimulates innovation, places a value on results, and helps us

understand whether actions today will contribute to our future. It is about growth of people

and company performance. It prioritizes making a difference and getting things done.

Empowered People means we have the freedom to act and think in ways that we

feel will get the job done, while being consistent with the processes that ensure proper

governance and being mindful of the rest of the company’s needs.

Responsibility and Trust form the foundation for healthy growth. It’s about

earning the confidence that people place in us as individuals and as a company. Our

responsibility means we take personal and corporate ownership for all we do, to be good

stewards of the resources entrusted to us. We build trust between ourselves and others by

walking the talk and being committed to succeeding together.

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FRITO LAY INDIA.

2.2 COMPANY HISTORY

1930s

1932 - The Frito Company is founded by C.E. Doolin in San Antonio, Texas. While eating

lunch in a San Antonio cafe, Mr. Doolin bought a plain package of corn chips for 5¢. As

Mr. Doolin's ice cream business was caught in the middle of a price war, he was looking

for another business venture. For $100, Mr. Doolin bought the recipe for the corn chips

and a converted potato ricer from a businessman.

1932 - Herman W. Lay began a small business in Nashville, TN, distributing potato chips

made by a company in Atlanta, GA.

1938 - Herman Lay buys a potato chip maker in Atlanta and changes the name to H.W.

Lay & Company.

1939 - "Fluffs," later called BAKEN-ETS® Fried Pork Skins, is among the products

incorporated into the Frito Company snack line-up when its founder, C.E. Doolin,

purchases a small pork skin business and a plant.

1940s

1944 - The H.W. Lay Company changes its product name to LAY'S® Potato Chips and

becomes one of the first snack food companies to advertise on television. The commercial

features the debut of the company's first spokesman in the form of a cartoon character,

Oscar, the Happy Potato.

1945 - The Frito Company grants H.W. Lay & Company an exclusive franchise to

manufacture and distribute FRITOS® Corn Chips in the Southeast.

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1946 - The Frito Company is one of the first to use its trucks for advertising as well as for

transportation. The original truck, painted multiple colors, attracts much nation-wide

publicity and appears in several magazines and newspapers!

1948 - CHEETOS® Snacks, one of the original snack foods produced by the Frito

Company, is introduced nationally and sky-rockets in popularity within the first month.

1950s

1953 - FRITOS® Corn Chips introduces "The FRITO KID®" in its television and poster

advertising. The cartoon character, a long-running company spokesman, first appeared in

the early 1940s in one the first FRITOS® recipe booklets; "The FRITO KID®" retires in

1967.

1956 - The FRITO KID® appears on the Today Show with Dave Garroway. The Frito

Company is the first Texas Company to advertise on NBC television network.

The Frito Company begins to buy back franchises and to acquire regional snack

food companies with hopes of consolidating its national distribution and creating

the first national snack food company.

1958 - The Frito Company acquires the trademark rights for RUFFLES® Potato Chips.

1960s

1961 - The Frito Company and the H.W. Lay & Company merge to form Frito-Lay, Inc,

with headquarters in Texas and sales over $127 million.

H.W. Lay & Company acquires facilities for the national distribution of ROLD

GOLD® Pretzels, with the purchase of Rold Gold Foods from American Cone and

Pretzel.

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FRITO LAY INDIA.

1962 - Frito-Lay introduces a logo designed to communicate the merger between The Frito

Company and the H.W. Lay & Company.

1963 - LAY'S® Potato Chips coins new slogan: "BETCHA CAN'T EAT JUST ONE.

1965 - Frito-Lay, Inc. and the Pepsi-Cola Company merge to form PepsiCo, Inc., with

headquarters in Purchase, NY.

LAY'S® Potato Chips becomes the first brand of potato chips to be sold nationally.

1969 - FUNYUNS® Onion Flavored Rings is introduced.

1980s

1980 - Frito-Lay replaces its current logo to capitalize on its new identity in the

marketplace and the company's reputation for quality. The new logo appears on more than

9,000 Frito-Lay trucks.

Frito-Lay introduces CHEETOS® Snacks - Puffed Balls.

1981 - TOSTITOS® Tortilla Chips is nationally introduced.

Frito-Lay is one of the first snack companies to place non-mandatory nutritional

labeling on its packaging.

1982 - Frito-Lay launches GRANDMA'S® Cookies in 16 varieties -- from sandwich

creams to fruit-filled oatmeal -- in a test market in Kansas City. This was the first

significant new cookie line to move into supermarkets in a generation.

1985 - SANTITAS® White and Yellow Corn Round Tortilla Chips are introduced.

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FRITO LAY INDIA.

1986 - CHESTER CHEETAH® becomes the "spokescat" for CHEETOS® and gains

recognition through the national television and print advertising campaign with the tag

line: "IT'S NOT EASY BEING CHEESY®."

1990s

1993 - The national launch of WAVY-LAY'S™ Potato Chips, a new wavy-cut potato

chip, occurs in Super Bowl XXVIII with a cameo by former U.S. Vice President Dan

Quayle.

BAKED TOSTITOS® brand White Corn and Unsalted Tortilla Chips, which offer

health conscious consumers up to 85% less fat than traditional tortilla chips plus

good taste, is launched.

1994 - LAY'S® KC MASTERPIECE® Barbecue Flavor Potato Chips is introduced

nationally, marking the first time America's favorite potato chip has entered into a co-

branding agreement.

New DORITOS® COOLER RANCH® brand Tortilla Chips, a 100% white corn

chip with more ranch seasoning, and DORITOS® ZESTY SALSA® Tortilla Chips

are introduced.

1996 - TOSTITOS® brand begins title sponsorship of the Fiesta Bowl Football Classic,

now referred to as the "TOSTITOS® Fiesta Bowl".

BAKED LAY'S™ Potato Crisps is launched nationally with television and print

advertising starring The Muppets'® Miss Piggy® and supermodels. It becomes the

most successful Frito-Lay new product launch to date.

Chester Cheetah - the world's coolest cat and the official "spokescat" for

CHEETOS® Snacks since 1986 - stars in a new television commercial in which

the cartoon character appears with live actors.

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FRITO LAY INDIA.

1998 - Frito-Lay's line of WOW!® products made with Olean®, including low fat or fat-

free versions of DORITOS®, RUFFLES®, LAY'S® and TOSTITOS® snack chips, is

launched nationally.

2000s

2000 - CHEETOS® X'S and O'S™ Snacks becomes the first time a snack chip product

contains two shapes in one bag!

2001 - CHEETOS® MYSTERY COLORZ™ X's and O's™ Snacks offers all the cheesy

taste of CHEETOS® while magically changing from orange to green or blue when eaten!

LAY'S® Kettle Cooked Extra Crunchy Potato Chips is launched. Offered in a

variety of flavors, which include Original, Mesquite BBQ, Sea Salt & Malt

Vinegar and Jalapeno, LAY'S® Kettle Cooked chips are made the old fashioned

way - sliced thick and kettle cooked to lock in flavor and crunch!.

2003 - Frito-Lay's first-ever line of Natural snacks, including TOSTITOS® Blue Corn

Natural Tortilla Chips, CHEETOS® Natural White Cheddar Puffs, and LAY'S® BBQ

Flavored Thick Cut Natural Potato Chips, is introduced. All of the products in the Natural

line are made with organic ingredients that have been certified by the U.S. Department of

Agriculture's accredited certifying agency, Oregon Tilth.

RUFFLES®, in celebration of the "re-birth" of RUFFLES® and advertising icon

"Baby Horton," offers $50,000 in college tuition to the parents winning its "Would

You Name Your Baby Horton?" contest. The winners are the first expectant,

registered parents who had their newborn by May 20, 2003 and gave the baby the

first name of Horton.

Frito-Lay launches print advertising campaign in both English and Spanish to

announce America's favorite snack chips, including LAY'S®, DORITOS®,

TOSTITOS®, FRITOS®, RUFFLES®, and CHEETOS® have zero grams of fat!

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FRITO LAY INDIA.

2004 - Products classified as Sensible Snacks, containing 150 calories or less; have less

than 35% of calories from fat, zero grams of trans fats, and 240 milligrams or less of

sodium per 1 oz serving, reach over $1 billion in sales in 2003.

FRITO-LAY MUNCHIES™ Kids Mix, the first salty snack with FDA approval

for fortification, is launched!

Frito-Lay answers consumers' demand for carb-controlled snacks by introducing

DORITOS® EDGE™ TOSTITOS® EDGE™ Tortilla Chips.

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FRITO LAY INDIA.

2.3 PRODUCT PROFILE

Frito-Lay, headquartered in Plano, TX, is the convenient fun foods division of

PepsiCo, Inc. that makes some of America's favorite snack brands. As of 2003, all of

Frito-Lay's snack chips contain zero grams of trans fat, including Lay's potato chips,

Ruffles potato chips, Doritos tortilla chips, Tostitos tortilla chips and Cheetos cheese-

flavored snacks. Frito-Lay makes and sells a wide variety of low-fat, reduced fat and no-

fat snacks including Lay’s Potato Chips, Kurkure, Cheetos and Lehar snacks are also

produced and sold by Frito-Lay.

The association with Frito-Lay marks the sixth branded food partnership or

privately labeled snack food that AMC has introduced in the past year.

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Product FlavoursWeight

(Grams)

Price

(Rs.)

Lays Classic Salted 100 20

35 10

15 5

Magic Masala (Indian) 100 20

35 10

15 5

Tango Tomato (Spanish) 100 20

35 10

15 5

Cream ‘n’ Onion (American) 100 20

35 10

15 5

Australian 100 20

35 10

15 5

Masala Cooler 100 20

35 10

15 5

Cucumber 100 20

35 10

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15 5

Hot & Sweet (Caribbean) 100 20

35 10

15 5

Kurkure Masala Munch 160 20

55 10

22 5

Red Chilli Chatka 160 20

55 10

22 5

Masala Twist 160 20

55 10

22 5

Chilli Bites 160 20

55 10

22 5

Chatpata Chaska 160 20

55 10

22 5

Cheetos X’s & O’s 34 10

Tangy Loops 34 10

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Masala Balls 34 10

Tomato Wheels 34 10

Lehar Lehar Namkeen 34 5

14 2

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2.4 ORGANISATIONAL CHART

M.D.

Marketing Director Finance Director Sales Director H.R. Director

V.P. Sales

G.M. (Regional Sales Manager)

Area Sales Manager

Sales Officer

Pilot Sales Representative

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2.5 DISTRIBUTION NETWORK FOR FRITO-LAY INDIA LTD.

Manufacturer (Plant)

C & F Agent (Warehouse)

Distributors (Godown)

Retailers Wholesalers

Retailers

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INDUSTRY PROFILE

FMCG SECTOR

Fast moving consumer goods (FMCG) industry has a long history. However, the

Indian FMCG industry began to take shape only during the last fifty-odd years. To date,

the Indian FMCG industry continues to suffer from a definitional dilemma. In fact, the

industry is yet to crystallize in terms of definition and market size, among others.

The FMCG sector is a cornerstone of the Indian economy. This sector can drive

growth, enhance quality of life, create jobs and support penetration of technology.

A vibrant FMCG sector can boost agricultural produce and exports. It can

contribute to the exchequer significantly; disperse technology across the value chain and

usher in product innovations. These innovations can improve Indian health standards.

So, strategies should be worked out for increasing consumption per head. The

government should grant merit tax status at the central level to higher value-added

FMCG’s and allow free inflows of foreign investments and technology.

The agricultural supply chain needs to be consolidated. Sector-friendly regulations

should be put in place to enable FMCG companies’ source agricultural produce with ease.

Such regulations should be supported by government-sponsored efforts to forge fruitful

partnerships for networking rural markets. This is one sure way of achieving national

connectivity.

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FRITO LAY INDIA.

SCOPE OF THE STUDY

The survey that had been conducted will help the company to gain an insight into

the current status of the market. In the world of cut throat competition each player has to

be strong enough to face the enormous uncertainties. Today’s market is very much

saturated and consumer matured & informed. Every company now-a-days wants to do the

business in a new way and therefore they are going for new channels for distribution, need

not say that it adds to the top line of the company’s business.

This study will help Frito-lays India ltd which has international presence to

understand the potential market and to cover the untapped areas through the development

of the new channels. These new channels will provide new avenues, exposure to its

products and result into more share from the consumer’s pocket. Also the intangibles like

mind share and brand penetration will increase. Thus the company can increase overall

market share in its industry of snack food and certainly overcome sudden competitive

forces. The scope of the study can be described as factors probed into during the surveys

of the new channels.

Awareness of Frito-Lay’s products,

Source of awareness,

Availability of other impulse products,

Readiness of acceptance, &

Reasons for non-acceptance

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OBJECT OF THE PROJECT

In the partial fulfillment for the award of the award of Masters Degree in Business

Administration (MBA) of the University of Pune, each MBA student has to undergo the

practical training in a business organisation. The training period consists of at least 50

days.

The object of the project is to acquire some practical knowledge in the area of

specialization. The student should be able to apply the theoretical concepts in the

practical situation.

The student’s ability to solve the problem with a systematic approach is exposed.

Also his / her decision-making ability is tested.

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OBJECTIVE OF THE STUDY

Projects are critical to the realization of the performing organization’s

Business strategy because projects are a means by which strategy is implemented.

PRIMARY OBJECTIVE

To assess and develop new channels of distribution and suggest the strategies to improve

market penetration for Frito-Lay’s products.

SECONDARY OBJECTIVE

1 To find out market potential for Frito-Lay’s products in new channels of distribution.

2 To study product acceptability by new channels of distribution.

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RESEARCH METHODOLOGY

INTRODUCTION

Research methodology is a systematic and scientific method to know truth and

reality behind a phenomenon. Research is purposive, objective; systematic investigation

was designed to test carefully considered or answer through fully framed question. It is

distinguished from casual observation by its method and point of view. Research is

purposive in that it seeks answer to specific question and is not merely accumulation of

unstructured observation.

The project is based on marketing analysis and thus requires a lot of interaction

with different target channel players. There are lot many competitors in snack food

industry. Constrained by the resources, the sample that is more representative of the total

targeted channel players’ universe is chosen for the study. The scope of study is limited to

the geographical region of Nashik city only.

RESEARCH DESIGN

The exploratory design was used. Exploratory research is conducted when a

researcher does not know: What? How? and Why? A certain phenomena occur. For

example, which competing products are available at targeted outlets and reasons for not

keeping the product under study i.e. Frito-Lay’s. The research process was divided into

three phases as:

Phase 1:

The research is focused on the hidden business potential in the form of new

Distribution channels so that the forms of new channels were found out through

observational primary data in initial market research.

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FRITO LAY INDIA.

Phase 2:

In the second phase, again primary data was collected from the selected

sample for the purpose of delving deeper into the areas of:

Which other impulse products in snack food were they keeping, if any?

Were they ready to keep Frito-lays products?

Reasons for not keeping the same?

The structured questionnaire contained closed-ended questions, which were

of dichotomous questions and multiple choice questions.

Phase 3:

In the last phase, the converted players in each segment of targeted channel forms

were analyzed for the gain in off-take of extra SKU’s that were otherwise not visible

before. It was done in the terms of Per Outlet Order (POO) from each of the targeted

segment.

DECIDING OF DATA SOURCES

The next stage is source of data. The data was basically the first hand data,

(Primary) which was collected through the survey facilitated by secondary data as

explained below:

Primary Data:

The primary data was collected through the survey in two phases. The first

phase was the observational survey followed by the detailed structured questionnaire

interview survey. In the first phase, the data was collected in a very short period as it

involved only observations and led to the important findings that though some outlets of a

particular type kept the product under study, but not all such outlets kept it uniformly.

In the second phase, survey involved collection of data from the Hotels,

Institutional Canteens, Petrol Pumps, and Medical Stores. These were the targeted new

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FRITO LAY INDIA.

channels sought for Assessment and Development. The samples were collected by visiting

different areas in Nashik city. Thus method of stratified random sampling was used for

data collection.

Structured questionnaires were designed to elicit data from the sample

population. Following sample sizes were drawn for the same.

The total number of respondents was 305.

The break-up is as follows-

Hotels : 105

Petrol Pumps : 34

Institutional Canteens : 55

Medical Stores : 111

Secondary Data:

The secondary data was collected from various trade journals regarding the

total size of the targeted segments of potential new channels i.e. the size of universe in the

geographical area of Nashik city.

To get an overview in a nutshell, the research methodology can be represented

through-

Research Design – Four segmental surveys (Hotels, Petrol Pumps, Institutional

Canteens and Medical Stores);

Research Instrument – Structured Questionnaires;

Survey Questions – Mostly closed ended with some open ended questions on

personal details;

Sampling Method – Stratified Random Sampling;

Sample Size –

Hotels : 105

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Petrol Pumps : 34

Institutional Canteens : 55

Medical Stores : 111

IMPORTANCE OF STUDY

The survey that was carried out will help the company to know the current

scenario. In the world of cut throat competition each player has to be strong enough to face

the enormous uncertainties. Today’s market is very much saturated. Every company today

wants to do its business in a new way and therefore tries to recognize new channels for

distribution.

This study will help Frito lays India Ltd., having international presence to

understand which new areas it can venture into with its current products in new markets

and hence cover untapped areas through the development of new channels. Also, this

project will help the company to make its presence more obvious in the market. Thus the

company can plan better policies to overcome sudden changes in this competitive world.

SCOPE OF STUDY

The primary objective of the project was to assess the current position of Frito-

lay’s in the Nashik region and try to identify the strategies to drive sales.

The secondary objective pursued was to find out market potential for Frito-Lay’s products

in new channels of distribution and to study product acceptability by new channels of

distribution.

Keeping these in mind, the survey was divided over the four potential segments

and the survey in general included the questions regarding the availability of other impulse

snack food products, their knowledge and source of knowledge for Frito-Lay’s products,

their readiness to keep the products and the reasons for same.

DATA ANALYSIS AND INTERPRETATION FOR HOTELS

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FRITO LAY INDIA.

Q: Are you aware of the following brands?

Data Total %

Total No. of Hotels 105

Lays

Kurkure

Cheetos

Lehar

101

83

32

13

96

79

30

12

Table 7.1.1: Awareness of brands

Graph 7.1.1: Awareness of brands

Interpretation:

From the above diagram, we can interpret that out of 105 Hotel owners 96%

respondents were well aware about Lays, 79% were aware about Kurkure, 30% were

aware about Cheetos and 12% were aware about Lehar.

So most aware brands of Frito-Lays in the Hotels were

1. Lays

2. Kurkure

Q: How do you know Frito-Lays products?

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FRITO LAY INDIA.

Data Total %


Posters & Banners

TV Ads

Newspaper & Magazines

45

101

4

43

96

4

Table 7.1.2: Source of Awareness

Graph 7.1.2: Source of Awareness

Interpretation:

The above chart depicts that in the Hotel category, the major source of awareness

for Frito-Lay products has been TV Ads i.e. out of 105 hotels 96% respondents were

aware by TV Ads and 43% respondents were aware by posters & banners and only 4%

were aware by Newspapers & Magazines. This shows that the most effective media as a

source of awareness is TV Ads followed by Posters & Banners.

Q: Do you keep the following products?

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FRITO LAY INDIA.

Data Total %


Cadbury

Chips

Biscuits

Coke

13

35

18

91

12

33

17

87

Table 7.1.3: Availability of impulse products

Graph 7.1.3: Availability of impulse products

Interpretation:

The above graph indicates that out of 105 Hotel, 87% hotels have Coke products,

17% keep Biscuits, 33% respondents have chips and 12% respondents have Cadbury

products.

From this we can say that out of the impulse products available in different hotels,

coke has the highest availability followed by chips and biscuits. Cadbury moves least in

the hotels.

Q: Would you like to keep Frito-Lays Products?

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FRITO LAY INDIA.

Data Total %


YES

NO

59

46

56

44

Table 7.1.4: Acceptance of Frito-Lay’s products

Graph 7.1.4: Acceptance of Frito-Lay’s products

Interpretation:

From the above pie chart, we can conclude that 56% of Hotel owners were

ready to keep Frito Lay products whereas 44% were not interested.

This shows that in hotels, Frito Lay products have got good acceptance.

Q: What are the reasons for non-acceptance?

Data Total %

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FRITO LAY INDIA.

Total No. of Negative Respondents 46

Margin

Effect on own product’s sale

Demand

Any other

17

10

11

8

36

22

24

18

Table 7.1.5: Reasons for Non Acceptance of Frito-Lay’s products

Graph 7.1.5: Reasons for Non-Acceptance of Frito-Lay’s products

Interpretation:

Above pie chart indicates that respondents who rejected the idea of keeping Frito-

Lay products had different reasons like Margin problem, Effect on their own product’s

sale, Demand and some other reasons.

Out of that 37% respondents refused due to Margin problem, 22% refused because

they perceived that it may affect their own product’s sale, 24% said these products are not

demanded by customers and 17% respondents had some other reasons like in Bars

Drinkers don’t prefer such kind of products, high price, generally don’t keep outside

products for selling etc.

DATA ANALYSIS AND INTERPRETATION FOR PETROL

PUMPS

33

FRITO LAY INDIA.


Data Total %

Total No. of Petrol Pumps 34

Lay

Kurkure

Cheetos

Lehar

32

27

2

95

80

6

0



Interpretation:

From the above diagram, we can interpret that out of 34 petrol pump owners, 95%

were very well aware about Lays, 80% were aware about Kurkure, 6% were aware about

Cheetos and no one was aware about Lehar.

So most aware brands of Frito-Lay’s on the petrol pumps were:

1. Lays

2. Kurkure

Q: How do you know Frito-Lays products?

Data Total %

34

FRITO LAY INDIA.


TV Ads

Posters & Banners

Newspapers & Magazines

32

7

2

95

21

6


Graph 7.2.2: Source of Awareness Interpretation:

The above chart depicts that in the petrol pump category, the major source of

awareness for Frito lay products have been TV Ads i.e. out of 34, 95% respondents were

aware by TV Ads and 21% respondents were aware by posters & banners and only 6%

were aware by Newspapers & Magazines. This shows that majority of the products are

known by TV Ads followed by Posters & banners. Newspapers & Magazines plays a

minor role in creating awareness about Frito lay products.

Q: Would you like to keep Frito-Lays products?

Data Total %

35

FRITO LAY INDIA.


YES

NO

22

12

65

35



Interpretation:

From the above pie chart, we can conclude that 65% of Petrol pump owners got

agreed with the idea of keeping Frito lay products on petrol pumps whereas 35% were not

interested.

From this we can say that Frito lay products got accepted on most of the petrol

pumps.


Total No. of visited Petrol Pumps 34 %

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FRITO LAY INDIA.


Space Problem

Margin Problem

Any Other Reason

6

3

3

50

25

25

Table 7.2.4: Reasons for Non-Acceptance of Frito-Lay’s products


Interpretation:


Lay products had different reasons like space problem, margin problem and some other

problems.

Out of that 50% respondents refused due to space problem, 25% refused due to

Margin problem and 25% had some other reasons like: products not demanded by

customers, high price and generally don’t keep such products for selling etc.

DATA ANALYSIS AND INTERPRETATION FOR

INSTITUTIONAL CANTEENS

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FRITO LAY INDIA.


Data Total %

Total No. of Institute 55

Lays

Cheetos

Kurkure

Lehar

49

16

40

5

89

29

72

9



Interpretation:

From the above diagram, we can interpret that out of 55 Canteen owners, 89%

respondents were very well aware about Lays, 72% ere aware about Kurkure, 29% were

aware about Cheetos and 9% were aware about Lehar.

Q: How do you know Frito-Lay products?

Data Total %

38

FRITO LAY INDIA.

Total No. of Canteens 55

Posters & Banners

TV Ads

Newspapers & Magazines

26

49

2

47

89

4



Interpretation:

The above chart depicts that in the Institutional Canteen category, the major source

of awareness for Frito-Lay products is TV Ads i.e. out of 55, 89% respondents were aware

by TV Ads followed by Posters & Banners at 47% and then by Newspapers & Magazines

at 4%.

This shows that majority of the brands are known by TV Ads followed by Posters

& Banners. Newspapers & Magazines plays a very minor role in creating awareness.


Data Total %

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FRITO LAY INDIA.


Fast food

Cadbury

Biscuits

Chips

52

10

36

22

94

18

65

40


Graph 7.3.3: Availability of impulse products

Interpretation:

The above graph indicates that out of 55 Institutional canteen owners, 65% canteen

owners mainly keep Biscuits, 18% keep Cadbury products, 40% have chips category

products and 94% serves fast food.

This shows that out of impulse products available in various institutional canteens,

fast food is mostly available and Cadbury moves least in it.

Q: Would you like to keep Frito-Lay product?

40

FRITO LAY INDIA.

Data Total %


YES

NO

32

23

58

42



Interpretation:

From the above pie chart, we can conclude that 58% of Institutional Canteen

owners were interested in Frito-Lay brands whereas 42% were not interested. So Frito-Lay

products have good amount of potential in Institutional canteens.


41

FRITO LAY INDIA.

Total No. of Institute 55 %


Margin Problem

Effect on own product sale

Demand Problem

Any other

8

4

3

8

35

17

13

35



Interpretation;


Lay product had different reasons like Margin problem, Effect on their own product’s sale,

Demand and some other reasons.

Out of that, 35% respondents refused due to Margin problem, 17% refused because

they perceived that it may affect their own product’s sale, 13% said these products are not

demanded by customers and 35% respondents had some other reasons like: high pricing

and generally don’t keep outside products for selling etc.

Number of interested Institutes:

42

FRITO LAY INDIA.

Type of Institute No. of Interested Institute %SchoolCollegeOfficeHospital

161024

5031613

Table 7.3.6: Distribution of interested institutional canteens

Graph 7.3.6 Distribution of interested institutional canteens

Interpretation:

The above pie chart shows that among all the interested institutional canteens,

Frito-Lay products are mostly demanded by school canteen owners (50%) followed by

college canteen owners (31%). Office canteens and hospital canteens showed less interest

towards Frito-Lay products.

DATA ANALYSIS AND INTERPRETATION FOR MEDICAL

STORES

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FRITO LAY INDIA.


Data Total %

Total No. of Medical stores 111

Lays

Kurkure

Cheetos

Lehar

111

84

42

20

100

75

37

18



Interpretation:

From the above diagram, we can interpret that out of 111 Medical store owners,

100% respondents were very well aware about Lays, 75% were aware about Kurkure, 37%

were aware about Cheetos and 18% were aware about Lehar.

Q: How do you know Frito-Lay products?

Data Total %

44

FRITO LAY INDIA.

Total No. of Medical stores 111

Posters & Banners

TV Ads

Newspaper & Magazines

63

94

4

56

84

4



Interpretation:

The above chart depicts that in the Medical store, the major source of awareness

for Frito-Lay products has been TV Ads i.e. out of 111, 56% respondents were aware by

TV Ads and 84% respondents were aware by Posters & Banners and only 4% were aware

by Newspapers & Magazines.

This shows that majority of the brands are known by TV Ads then by Posters &

Banners. Newspapers & Magazines plays a minor role in creating awareness.


45

FRITO LAY INDIA.

Total No. of Medicals 111 %

Cadbury

Chips

Biscuits

Cold Drink

82

16

87

9

74

9

78

8


Graph 7.4.3 Availability of impulse products

Interpretation:

The above graph indicates that out of the impulse products available in Medical

stores, Biscuits and Cadbury has the highest availability. It is observed that chips and cold

drinks move least in Medical stores.

Q: would you like to keep Frito-Lays product?

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FRITO LAY INDIA.

Data Total %

Total no. of medical stores 111

Yes 64 58

No 47 42

Table 7.4.4 Acceptance of Frito-Lay’s products

Graph 7.4.4 Acceptance of Frito-Lay’s products

Interpretation:

From the above pie chart we can conclude that 58% of Medical owners were ready

to keep Frito-Lays products whereas 42% were not interested. So it is observe that product

is well accepted in Medical stores.


47

FRITO LAY INDIA.

Total no. of Medicals 111 %

Total no of negative respondents 47

Margin problems

Demand problems

Space problems

Any other

10

20

6

11

21

43

13

23



Interpretation:


Lays products had different reasons like Margin problem, Space problem, Demand and

some other reasons.

Out of that 21% respondents refused due to Margin problem, 13% refused because

of space problem, 43% said these products are not demanded by customers and 23%

respondents had some other reasons like: high price and generally don’t keep food

products etc.

Percentage & Type of Outlets ready to keep the product:

48

FRITO LAY INDIA.

Types of channels % outlets ready to keep the product

Hotels 56

Medicals 58

Petrol pumps 65

Canteens 58

Table 7.5.1: Percentage Outlets ready to keep the product

Graph 7.5.1: Percentage Outlets ready to keep the product

Interpretation:

Above graph indicates that out of 105 Hotels 56% hotels were interested, out of

111 Medical stores 58% were interested, 65%Petrol pumps were interested out of 34

petrol pumps and out of 55 Institutional canteens 58% were interested.

So we can conclude that among all the assessed channels of distribution, petrol

pumps had highest acceptability and Hotels had lowest acceptability towards Frito-Lays

products.

Total Sale & Per Outlet Order from the Type of Outlets:

49

FRITO LAY INDIA.

Types of outlet Total sale % POO (Rs).

Institutional Canteens 6765 8 845

Medical Stores 10864 13 310

Hotels 52553 62 1696

Petrol pumps 14603 17 1826

Total 84785

Table 7.5.2: Total sale &Per Outlet Order

Graph 7.5.2: Interested Institute and Respective share

Interpretation:

The above chart depicts that out of the total sales from all the assessed channels of

distribution, hotels contributed toward 62% of the sales, petrol pumps contributed toward

17% of total sales, institutional canteens contributed toward 8% of total sales, medical

stores contributed toward 13% of total sales. This shows that in the process of entering

into the new channels of distribution, Frito-Lays products were effectively developed in

hotels followed by petrol pumps, but in medical stores and institutional canteens as they

were less developed.

Type of outlet Sample Total tapped

outlets

Tapped

%

Total

sale

POO

(Rs)

50

FRITO LAY INDIA.

Institutional

canteens

55 8 15 6765 845

Medical stores 111 35 32 10864 310

Hotels 105 31 30 52553 1696

Petrol pumps 34 8 24 14603 1826

Total 305 82 84785

Table 7.5.3: Percentage Outlets Tapped

Type of outlet Universe Remaining

Outlets

POO

(Rs)

Potential

outlets

Potential

incremental business

(Rs.)

Institutional

canteens

350 342 845 50 42250

Medical stores 900 865 310 273 84630

Hotels 600 569 1696 187 317152

Petrol pumps 40 32 1826 8 14608

Total 1890 1808 518 458640

Table 7.5.4: Potential Incremental Business

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FRITO LAY INDIA.

Graph 7.5.3: Effectiveness of Potential Channels

Interpretation:

Above chart depicts that among all the potential channels, petrol pumps, shows highest P.O.O. followed by Hotels, Medical stores and Institutional canteens shows the least P.O.O. compare to them. From this we can estimate potential market and incremental business for Frito-Lays products in Nashik city.

52

FRITO LAY INDIA.

Type of outlet Universe Sample Total tapped outlets %Institutional canteens 350 55 8 2.28Medical stores 900 111 35 3.88Hotels 600 105 31 5.16Petrol pumps 40 34 8 20

Table 7.5.5: Percentage Channel Development

Graph 7.5.4: Percentage Channel Development

Interpretation;

This chart shows that out of the whole universe 2.28% canteens are developed, 3.88% medical stores are developed, 5.16% hotels are developed and 20% petrol pumps are developed.

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FRITO LAY INDIA.

Channels POO1. Traditional channels 10002. Newly developed channels a. Petrol pumps 1826 b. Medical stores 310 c. Hotels 1696 d. Institutional canteens 845

Table 7.5.6: POO, Traditional Vs Developed

Graph 7.5.5: POO, Traditional Vs Developed

Interpretation;

Above chart shows that new channels like petrol pumps and hotels has more POO then that of traditional channel. So there is so much potential in the new channels that has still not acquire. Company has to make strategies in converting these potential channels into developed channels.

54

FRITO LAY INDIA.

LIMITATIONS OF STUDY

Like any research project, the data collection is based on various sampling

techniques and sample sizes, which forms the very core of it. These also bring so many

variations and have their own inherent limitations; the above hypotheses have many

limitations, major ones are as listed below:

1. The survey was limited to geographical area of Nashik city only

2. Duration for the project was limited to 2 months only

3. People were reluctant to give complete and correct information.

And so it is assumed that the information collected from the

respondents is correct.

4. As this project involved assessment and development of new

channels of distribution like Petrol pumps, Hotels, Institutional

canteens and Medical stores, it was quite impossible to cover all

these channels and receive their acceptance in a short duration of

Two months. So sample size was restricted to a small portion of the

universe

55

FRITO LAY INDIA.

FINDINGS :

The level of awareness was found to be highest for Kurkure and Lays amongst the

product portfolio of Frito-Lays. It was observed from the survey that awareness of

Cheetos and Lehar was very low.

As far as source of awareness is concerned, major source of awareness for Frito-

lay product has been TV ads and poster and Banners. Newspaper and Magazines

plays a manor role in creating awareness about co. products.

Survey projects the fact that around 58% of the total surveyed Medical stores, 58%

of the Institutional canteens, 56% of the Hotels and 68% of the Petrol pumps were

ready to keep Frito-Lays products.

The respondent who rejects the idea of keeping Frito-Lays products in different

channels had different reason like margin problem, space problem, demand

problem and some other reason.

As far as availability of impulse products is concerned Cadbury and Biscuits are

mostly available in Medical stores, Coke and Chips are mostly available in Hotels

and in Canteens fast food and Biscuits are mostly available.

Out of 105 Hotels 56% showed interest towards Frito-Lays products, out of 111

Medical stores 58% were interested, 65% Petrol pumps were interested out of 34

and out of 55 Institutional Canteens 58% of canteens were interested.

Among all the assessed channels of distribution, petrol pumps had highest

acceptability and Hotels had lowest acceptability toward Frito-Lays products.

56

FRITO LAY INDIA.

As far as effectiveness of these potential channels are concerned, Frito-Lays

products were mainly developed effectively in Hotels and Petrol pumps, following

by Schools and Medicals where as they were less developed in colleges.

Among all the interested Institutional canteens, Frito-Lay products are mostly

demanded by school canteens owners (50%) followed by college canteen owners

(31%). It is least demanded in office canteens and Hospital canteens.

Out of the total sales from all the assessed channels of distribution, Hotels

contributed towards 62% of the total sales, Petrol pumps contributed towards 17%

of total sales, Medicals contributed towards13% of total sales where as

Institutional canteens contributed toward 8% of total sales.

New channels like Petrol pumps and Hotels more POO then that of traditional

channels.

Among all the potential channels, Petrol pump shows highest POO followed by

Hotels. Medical stores and Institutional canteens show the least POO.

CONCLUSION:

57

FRITO LAY INDIA.

Lays, Kurkure and other products of Frito-lay are of impulsive nature like

Pepsi, Coke, Biscuits and Cadbury. Hence continuous efforts are required

outlet, outlets like petrol pump, Medical stores, Hotels etc, need to be well

developed.

A sales promotion effort of the company has led to the highest awareness of

Lays, Kurkure amongst the people in Nashik city.

Majority of the brands are known by TV ads followed by posters and Banners.

Newspaper and Magazines play a minor role in creating awareness.

From the availability of different impulse product in different channels we can

say that in the impulse products category Frito-lays Company also has potential

for its products.

Frito-lays products has good amount of potential in the mention channels of

distribution.

The respondent who rejected the idea of keeping Frito-lay products in different

channels had different reasons like margin problem, space problem, demand

problem and some other reasons.

Among all the assessed channels of distribution, Petrol pumps had highest

acceptability towards Frito-lays products.

In the process of entering into the new channels of distribution, Frito-lay

products were effectively developed in Hotels and on Petrol pumps. But

Average sales for Medical stores and Institutional canteens were very less in

the beginning.

Among all the potential channels, Petrol pump has highest POO followed by

Hotels, Medical stores and Institutional canteens have the least POO compare

58

FRITO LAY INDIA.

to them. From this we can see that Frito-lays product have more potential in the

new channels, which has still not acquire.

As it is seen that newly developed has more average sale then of traditional

channels, we can say that Frito-lay products have good potential in these new

channels also and can give more incremental business if proper steps

implemented.

SUGGESTIONS:

59

FRITO LAY INDIA.

For developing all the assessed potential channels salespersons should be

well trained. Different outlets to be visited by a salesman should be well

defined and information to the salesman in the consideration of the route to

which it is situated.

This would reduce the repetitive visit to the same outlets, which will

eliminate the unproductive elements – loss of man-hour and most important

time.

For the brands like Cheetos and Lehar, all the channels assessed were least

aware of it so company should promote only Lays and Kurkure for first few

months and then simultaneously make efforts to promote Cheetos and

Lehar also.

As it is a non-retailing business, its structures is different than traditional

channels. So company should make separate distribution pattern for it.

The visibility factor would be major area of concern for Petrol pumps. So

company should take maximum benefit of space of Petrol pump to display

products. It will help the company to attract consumers.

As impulse products like Coke, Biscuits and Cadbury are mainly available

in these channels company has got potential to promote their brands in

these outlets.

Company should not go for adding more flavours as have already enough

no. of flavors this will avoid confusion

REFERENCES

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FRITO LAY INDIA.

1. Marketing Management, by Philip Kotler, the Millennium Edition, Prentice

Hall Publication.

2. Marketing Management, by Ramaswamy & Namakumari, Third Edition,

McMillan Business Books.

3. Marketing Research, by Luck & Rubin.

4. Research Methodology, Methods and Techniques, Second Edition, Wishwa

Prakashan.

5. David A. Aaker, V. Kumar, George S. Day,” Marketing Research”,

Seventh Edition, 2002, John Wiley and Sons Inc.

6. www.frito-lays.com

7. www.pepsico.com

ANNEXURE

61

http://www.pepsico.com/

http://www.frito-lays.com/

FRITO LAY INDIA.

SALES REPORT OF NEWLY DEVELOPED CHANNELS

S. N. PETROL PUMPS SALES (Rs.)1 ARKAY 3910

2 VINOD 2656

3 MANGAL GARDEN 1859

4 PRAKASH 1770

5 BOOB SERVICES 1752

6 PALIJA 1239

7 DECCAN 1151

8 GOVIND 266

Total 14603

SR NO MEDICAL STORES SALES (Rs.)1 ABJINAV MEDICAL 443

2 JAGDISH 285

3 OM MEDICAL 458

4 PARAS 265.8

5 SAHAYADRI 354

6 SHIRISH 443

7 SHREE SEVA 354

8 SHREE KRIPA 318

9 KRISHNAI 265.5

10 SHREE RANG 88.5

11 AMOL RAJ 332.5

12 SAMARTH 230

13 CHANDAN 354

14 SHEETAL 319

15 ATHARV 425

16 VINAYAK 265.5

17 BHAKTI 230

18 RAJ MEDICAL 225

62

FRITO LAY INDIA.

19 SANJIVAN 265.5

20 K.S.MEDICAL 319

21 SANDESH 365.5

22 YOGESHWAR 354

23 SAFALYA 88.52

24 AKSHATA 332.25

25 MANISH MEDICAL 225.5

26 GODAWARI 386.25

27 PANKAJ 232.36

28 SHUBHAM 178

19 NEW SURAJ 513.78

30 VISHAL 318.96

31 TULJAI 88.5

32 GAJANAN 88.5

33 TRIMURTI 178

34 SAMARTH 265.5

35 SHREE MEDICALS 708

Total 10864.08

SR NO INSTITUTIONAL CANTEENS SALES (Rs.)1 DR MOONJE 2302

2 DEV COLLEGE CANTEEN 1045

3 BOYS TOWN 886

4 AJINKYA 708

5 SYMBOISIS S S GEN 708

6 R.P.(GUJ MAH MAN) 443

7 ST FRANCIS 443

8 DESAI CANTEEN 230

Total 6765

SR NO HOTELS SALES (Rs.)

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FRITO LAY INDIA.

1 SAHYADRI 4061

2 SAI ARADHAANA 3203

3 TAPASVI 3186

4 PRAKASH 2656

5 MATRUPRASAD 2124

6 PADMALAXMI 1947

7 KALRAJ 1947

8 KUSUMRAJ 1594

9 CHANDRALOK 1593

10 SHIVGANGA CLASSIC 1416

11 NANDANVAN 1416

12 SAHIBA 1416

13 KINARA 1382

14 MAZDA 1151

15 RAHI 886

16 S.T.CANTEEN 886

17 GARVA PATHRDI 885

18 AMBIKA 824

19 ASWAD 686

20 PRAKASH BAKERY 666

21 SANTOSH CAFÉ 580

22 SHYAMSUNDAR 531

23 MAZDA CAKE SHOP 514

24 TARNE TEA STALL 425

25 MADHAV SNACKS 354

26 ANNAPURNA 332

27 PANCHAVATI YATRI 266

28 PANCHAVATI ELITE 266

29 WELCOME 265

30 ANAND TEA HOUSE 226

31 RAJAN TEA POINT 234

Total 52553

64

FRITO LAY INDIA.

QUESTIONNAIRE FOR INSTITUTIONAL CANTEENS

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FRITO LAY INDIA.

Name of institute:- _____________________________________________

Address:-____________________________________________________

Kind of institute:-a) School b) College

c) Office d) Hospital

Name of the canteen owner:-____________________________________

Q: Are you aware of our following brands?

Lay’s Kurkure

Cheetos Lehar

Q: How do you know our products?

TV ads

Magazines

News papers

Posters and banners

Other


Cadbury

66

FRITO LAY INDIA.

Chips

Fast food

Biscuits

Q: Would you like to keep our product?

Yes

No

Q: If no, for what reason?

Margin

Scheme

Effect on own product

Other

QUESTIONNAIRE FOR HOTELS

67

FRITO LAY INDIA.

Name of hotel:-_______________________________________________

Owner’s name:- ______________________________________________

Phone No:-____________

Address:-____________________________________________________

Type of hotel:-

Restaurant

Restaurant & bar

Lodging


Lay’s Kurkure

Cheetos Lehar


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FRITO LAY INDIA.

TV ads

Magazines

News papers

Posters and banners

Other


Cadbury Cold Drink

Chips Biscuits


Yes

No


Margin

Scheme


Other

QUESTIONNAIRE FOR MEDICAL STORES

69

FRITO LAY INDIA.

Name of Medical store:-_________________________________________

Owner’s name:-_______________________________________________

Phone No:-____________

Address:-____________________________________________________


Lay’s Kurkure

Cheetos Lehar


TV ads

Magazines

Newspapers

Posters and banners

Other


70

FRITO LAY INDIA.

Cadbury

Chips

Cold Drink

Biscuits


Yes

No


Margin

Scheme


Other

QUESTIONNAIRE FOR PETROL PUMPS

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FRITO LAY INDIA.

Name of Petrol pump:-__________________________________________

Owner’s name:--______________________________________________

Phone No:-____________

Address:-____________________________________________________

Q: Do you provide following facilities on your petrol pump?

Coffee/Cold drink vending machine

Attached Dept. store

Fast food/Packed snacks consumption center

Q: If Dept. store is attached, do you keep the following products?

Cadbury Chips

Fast food Biscuits

Q: are you aware of our following brands?

Lay’s Kurkure

Cheetos Lehar


72

FRITO LAY INDIA.

TV ads

Magazines

News papers

Posters and banners

Other

Q: Would you like to keep our product in the mean while customer waits to refuel

the petrol?

Yes

No

Q: What would make you happy to go for Frito Lay’s product?

Branded display rack

Special discount scheme

More margins

Other

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