Marketing Management Group 6

Prof. V. B. Shah Institute of Management

Marketing management

Topic

Comparision of marketing mix of

Balaji co. pvt. Ltd. with Pepsico pvt. Ltd.company

Submitted to: Guatam Dua

Submitted by:

218 Kosiya Dhaval

227 Patel Urvashi

232 Prajapati Hinal

234 Rabadiya Archana

253 Savaj Monika

256 Seladiya Heena

Bachelors Of Business Administration-3rd Semester

Marketing Management Group 6

Table of Content

Sr. no. Name Of Content Page No.

1 Marketing Mix 1

2 Balaji Pvt. Ltd. 2

3 Pepsico Pvt. Ltd. 7

4 Comparison 14

5 Bibliography 15

Bachelors Of Business Administration-3rd Semester

Marketing Management Group 6

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Marketing Management Group 6

Balaji pvt.ltd.

Introduction

Balaji wafers is private limited company. It was established in 1981 Rajkot with help of the capital & resource. And then in the year 1981-1982 they started the balaji wafers limited. In the modern competitive area, BALAJI WAFERS Pvt. LTD has made very good progress. It has a golden history in world of food items. For preparation of Market Research Report, it should be necessary to understand such type of general matters of the org. these type of general matters are considered in the section of “General information”. If the such types of general matters are not contained in the preparation of industrial report will be incomplete & it was not provide perfect knowledge of organizations. B A L A J I W A F E R S P V T L T D produces readymade food items. Nowadays people are fond of eating readymade food items and “BALAJI” name is very popular & well – known in Saurashtra & Gujarat of the people choose Balaji items produces many types of food items like, potato wafers, banana wafers, mug dal, frari chewdo, ratlami sev,shing, chataka pataka, gathiya etc all this items 100% pure & vegetarian. The “BALAJI WAFERS PVT.LTD is located at vajdi Kalawad R o a d , T a l , L o d h i k a , D i s t , R a j k o t – 3 . T h e m a i n p r o d u c t o f B a l a j i W a f e r i s p otato wafer, which brand name is “BALAJI”.

MARKETING MIX

There are 4ps of marketing mix:

1. Product2. Price 3. Promotion4. Place (Distribution)

Bachelors Of Business Administration-3rd Semester

Marketing Management Group 6

2 PRODUCT

Sr. no. Name of the product Varity of product Availability in size

1 Potato wafer Simple & spice 40gm, 80gm, 200gm, 90gm

2 Banana wafer With paper & condiment

40gm, 90gm

3 Farali chevdo -

40 Gm, 90 Gm,1Kg, 2.5 Kg

4 Ratlami sev -

100gm, 200gm, 1kg

5 Sing bhujiya -

100gm, 200gm

6 Mung dal -

100gm, 200gm, 1kg

7 Chana dal -

100gm, 200gm

8 Vatana -

100gm, 200gm, 1kg

9 Sing -

Small pouch, 40gm, 100gm

10 Thika - Mitha Mix -

40gm, 90gm, 200gm, 1kg

Bachelors Of Business Administration-3rd Semester

Marketing Management Group 6

3

PRICE

Product Name Available Prices

Potato Masala wafers 5Rs. 10Rs.

Aloo Sev 2Rs. 5Rs. 8Rs. 10Rs.

Mung Dal 2Rs. 5Rs. 8Rs. 10Rs.

Ratlami Sev 2Rs. 5Rs. 10Rs.

Sing Bhujia 2Rs. 5Rs. 10Rs.

Chataka Pataka 5Rs. 10Rs.

Salted Wafers 5Rs. 10Rs.

Banana Mari 5Rs. 10Rs.

Farali Chevado 10Rs. 18Rs.

Chana Dal 5Rs. 10Rs.

Katha mitha mix 5Rs. 10Rs.

Tikha mitha mix 5Rs. 10Rs.

Tomato masti 5Rs. 10Rs.

Masala Sing 8Rs.

Ganthiya 10Rs. 15Rs.

Vatana 5Rs. 10Rs.

Chat chaska 5Rs. 10Rs.

Banana Masala 5Rs. 10Rs.

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Marketing Management Group 6

3. PLACEIt has a strong marketing network in Gujarat. Balaji wafers, a brand that commands a 70% market share in Gujarat, with another 10%, 15%, and 5% in the states of Rajasthan, Maharashtra and Madya Pradesh respectively.

4.Promotion

ADVERSTISEMENTAdvertising is the most important means for promoting sales of the product. By advertising people can know about the quality and price of the product. Advertisement attracts the customers towards product. By that way the sale of the product is increased. Advertisement bombards on the mind of customers. For the advertisement of its products “balaji wafers pvt. ltd.” Keep Its medium through, television, radio, spon soring the serials and magazines.

Competitors

Balaji wafers as in the healthy competitors are as follow:-

Samrat namkeenReal wafersAtop namkeenHaldiram namkeenLays

DISTRUBTION NETWORK The wheel of network is devised under the ideal distribution channel network. That ensures to supply fresh product in any corner of Gujarat within 24 hours. You can have Balaji snacks in every 100 meters of are in Gujarat. At balaji is not just distribution but it is an euphemistic effort of team work.

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Marketing Management Group 6

Recommendations

Company should provide better service to the storekeeper for more sales Balaji wafers should produce health related food products because of future demand and people becoming more health conscious.

Company should give replacement guarantee for sales increase. Market share of the product is not good so gives more advertisement.

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Marketing Management Group 6

PEPSICO PVT.LTD.

COMPANY OVERVIEW

In 1965 Herman W. Lay of the Frito-Lay Company and Donald Kendall of Pepsi-Cola formed PepsiCo. In 1986 operations were combined under PepsiCo Worldwide Foods and PepsiCo Worldwide Beverages.

PepsiCo entered India in 1989 and in a short period of 20 years has grown into the largest and one of the fastest growing food & beverage business in the country. PepsiCo India’s growth has been guided by PepsiCo’s global vision of “Performance with Purpose”. This means that while businesses maximize shareholder value, they have a responsibility to all the stakeholders including the communities in which they operate, the consumers they serve and the environment whose resources they use.

PepsiCo Inc. is an American multinational corporation headquartered in Purchase, Harrison, New York, United States, with interests in the manufacturing, marketing and distribution of grain-based snack foods, beverages, and other products. PepsiCo was formed in 1965 with the merger of the Pepsi-Cola Company and Frito-Lay, Inc. PepsiCo has since expanded from its name sake product Pepsi to a broader range of food and beverage brands, the largest of which include an acquisition of Tropicana in 1998 and a merger with Quaker Oats in 2001 – which added the Gatorade brand to its portfolio as well.

PepsiCo is the second largest food & beverage business in the world. Within North America, PepsiCo is ranked (by net revenue) as the largest food and beverage business. PepsiCo brands are among the best known and most respected in the world and are available in about 190 countries.

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Marketing Management Group 6

Product

This carbonated soft drink was invented in 1898 Caleb Bradham as ‘Brad’s Drink’. It was later renamed to ‘Pepsi Cola’ in 1903.

Mountain Dew is a citrus-flavored carbonated soft drink . It was invented by two beverage bottlers Barney and Ally Hartman in the 1940s. The brand’s production rights were obtained by PepsiCo in 1964.

‘Lay’s’ is the brand name for a variety of potato chips. The brand was introduced in 1932 by Frito Lay, a company that is now owned by PepsiCo.

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Marketing Management Group 6

Gatorade is a brand of sport-related foods and beverages including sport drinks , protein beverages and nutrition bars. It replenishes fluids, carbohydrates and electrolytes which are divested from the body during physical exercise. It was first developed in 1965 at the University of Florida and is hence named after the university’s sports team, the Gators.

Introduced as a variant of Pepsi Cola in 1964, Diet Pepsi is a sugar-free, no-calorie carbonated soft drink. Its biggest market is the United States.

Tropicana Products is an Illinois-based American juice company that was founded in 1947 by Anthony T. Rossy in Florida. It was bought by PepsiCo in 1998.

7 Up is a lemon-lime flavored, non-caffeinated carbonated soft drink the rights to which are a held by Dr Pepper Snapple Group in the United States and PepsiCo in the rest of the world. It was created by Charles Leiper Grigg in 1929. It was popular as a medicine during the early 20th century.

Doritos is a brand of seasoned, tortilla chips created by Arch West. It was introduced in 1964 by Frito Lay, Inc which was bought by PepsiCo one year later.

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Marketing Management Group 6

Lipton is a brand of tea produced by PepsiCo in partnership with Unilever. It was invented by Sir Thomas Lipton towards the end of the 19th century.

Quaker Oats is an American food corporation which was founded

in 1901 by the merger of four oat mills. It was bought by PepsiCo

in 2001 and currently produces breakfast cereals and other oat-based food products.

Competition

The Coca-Cola Company has historically been considered PepsiCo’s primary competitor in the beverage market. In 2009, the Coca-Cola Company held a higher market share in carbonated soft drink sales within the U.S. In the same year, PepsiCo maintained a higher share of the U.S. refreshment beverage market, however, reflecting the differences in product lines between the two companies. As a result of mergers, acquisitions and partnerships pursued by PepsiCo in the 1990s and 2000s, its business has shifted to include a broader product base, including foods, snacks and beverages. Beverages accounted for less than 50 percent of its total revenue in 2009. In the same year, slightly more than 60 percent of PepsiCo's beverage sales came from its primary non-carbonated brands, namely Gatorade and Tropicana.

PepsiCo's Frito-Lay and Quaker Oats brands hold a significant share of the U.S. snack food market, accounting for approximately 39 percent of U.S. snack food sales in 2009. One of PepsiCo's primary competitors in the snack food market overall is Kraft Foods, which in the same year held 11 percent of the U.S. snack market share.

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PRICE

Expenses related to transportation, ingredients and labor continue to pressure the beverage industry toward price increases. PepsiCo’s drink pricing strategies may be heavily influenced by its working relationship with Wal-Mart whose low price themes put pressure on PepsiCo to hold down prices.The company strives to cut or maintain current prices by cutting overhead and re-engineering the manufacturing process. PepsiCo is expanding its use of inexpensive and recyclable plastic bottles; nevertheless the company has instituted some price increases in recent years, specifically in its overseas markets such as New Delhi and Dubai.

PLACE

PepsiCo is primarily a US based company with approximately 52% of its revenues located in the states.PepsiCo is in the midst of making a $1,000 million investment in china, and a $500 million investment in India. Both initiatives are part of its expansion into international markets and a lessening of its dependence on US sales. In addition the company plans on major capital initiatives in Brazil and Mexico. The company is also acquiring Russia’s leading juice company, Lebedyansky, and V Water located in the United Kingdom.

Areas of business

The structure of PepsiCo's global operations has shifted multiple times in its history as a result of international expansion, and as of 2010 it is separated into four main divisions: PepsiCo Americas Foods, PepsiCo Americas Beverages, PepsiCo Europe, and PepsiCo Asia, Middle East and Africa. As of 2009, 71 percent of the company’s net revenues came from North and South America, 16 percent from Europe and 13 percent from Asia, the Middle East and Africa. Approximately 285,000 people are employed by PepsiCo worldwide as of 2010.

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Headquarter, Newyork

PROMOTIONPepsiCo instituted also called Pepsi stuff promotion whereby customers could accumulate Pepsi Points from buying various products these points could be used to by other products, most recently AmazonMP3. In 2008 PepsiCo employed Tiger Woods to promote a Gatorade brand called Gatorade Tiger.PepsiCo continues is promotional association with the NFL and the Super Bowl specifically marketing Pepsi and Doritos. In 2009 Pepsi launched its “Pepsi Throwback” campaigned offering a drink with the sugar content of its original product.PepsiCo promote its product with the help of Advertising. Pepsico advertise through various channels i.e. News papers and magazines, banners, TV channels, Internet etc.

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Marketing Management Group 6

It was hot summer of Chennai which made me realize of this unique pricing strategy of Cola Companies. It was few years back when these companies come up with the concept of “Chota Pepsi” or “Coke” for that matter. They offered consumers 150 ml of soft-drink for Rs.5. It was well accepted by consumers who were use to drink 300 ml. At this point of time both 150 ml and 300 ml (for Rs. 9) were available in the market.

Then after some time they increased the volume and price of small bottles to 200 ml and Rs. 7, though 300 ml was at same price.

Finally, these companies are now selling same “Chota Pepsi” or “Small Coke” at the price of “Bada” i.e. Rs. 9. And we without realizing this have happily accepted this. And the price of pet jar i.e. 500 ml has just increased from Rs. 18 to Rs. 20, where as the prices of 1.5 liters and 2 liters have been decreasing or is mostly with some offer like free my can or something. 300 ml bottles have almost vanished from the market now.

Hats Off to the pricing strategy of the Cola Companies who have been successfully able to sell 66% of the product at the cost of 100% almost in a phased manner and making consumer habitual and unaware of the increased price.

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Comparison

POINTS BALAJI PEPSICO

When Started? Balaji started in 1981-82 in Gujarat.

PepsiCo is formed in 1965 at America and it entered India in 1989.

product Its product is available in Gujarat and some other states.

Its product is available in all over the world.

Price Its price low than the other product of PepsiCo.

Its price is higher than than the Balaji.

Place Its product is available at any corner of the Gujarat.

Its product is worldwide.

Advertisement It not give any advertise to promote its product in other countries.

It promotes its product with the help of advertisement in all over the world.

Market Share Balaji has high market share in India especially in Gujarat.

PepsiCo has high market share in all over the world.

Profit Margin Its profit margin is high in the Gujarat and that shows strong pricing policy.

Its profit margin is high than the Balaji because it is international Company

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Marketing Management Group 6

BIBLIOGRAPHY

1. WWW.BALAJIWAFERS.COM 2. WWW.PEPSICOINDIA.COM

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