A STUDY ON FRITOLAYS IN KOLKATA AREA

CONTENTS•ACKNOWLEDGEMENT• EXECUTIVE SUMMARY• PEST ANALYSIS• HISTORY• MARKETING MIX• PRICING• COMPETITORS• MARKET SHARE• PRODUCT DISPLAY• TYPE OF RACKS• SUPPLY CHAIN• SEGMENTATION• MY EXPERIENCE• SHOOT OUTS• UNIQUE EXPERIENCE• CONCLUSION

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ACKNOWLEDGEMENT

I would like to thank Mr. Ram Prakash Ojha for his dedication and guidance throughout the tenure of my project in spite of his hectic schedule who truly remained driving spirit in my project and his experience gave me the light in handling research project and helped me in clarifying the concepts, requiring knowledge and perception, handling critical situations and in understanding the objective of my work.

I would like to thank all the staff of Puja Enterprise for their dedication & support and Mr. Tapas Chatterjee for guiding me throughout the training session.

Executive SummaryThe Pepsi Corporation has taken the world by storm with their strong focus on corporate growth and brand name domination. With 41 brand name specific products under their belt, Pepsi Co. is moving up the ladder of success and providing a strong example for other distribution focused companies. PepsiCo relies on strong marketing tactics to maintain its edge in the market. Celebrity endorsements and appealing advertisements have worked in PepsiCo’s favor in worldwide markets. They realize that marketing strategies differ between countries and have developed differing strategies and formulas to suit their customer needs. Segmentation is extremely important to the success of PepsiCo and they realize this.

PEST ANALYSIS

POLITICALThe environment that PepsiCo and its subdivisions function in is currently undergoing a political overhaul. New regulatory pressures regarding health concerns and other global concerns have forced companies in the food/beverage industry to take on new challenges and reevaluate their products to meet new consumer demands. PepsiCo and its subdivisions believe strongly in using public and private expert knowledge in order to tackle these issues.

ECONOMICThe major economic issue facing PepsiCo and its subdivisions is the rising input costs of their businesses due to structural inflation. Agricultural, energy, and some metal industries are going through periods of steady inflation. Because PepsiCo relies on these industries, inflation costs must be factored into their cost equations. The corporation acknowledges its fortunate ability to navigate through tough economic times in the past.

SOCIALThe social environment within food services markets are changing significantly. A new demand for healthy food and beverages coupled with a push towards green operations and environmentally-friendly company management has changed the social playing field within most markets. With this in mind, PepsiCo and PBNA have successfully adopted new goals andproduced new products in order to follow these growing trends.

TECHNOLOGICALPepsiCo and its subdivisions utilize technology in order to sustain company growth, keep up with the demands of its sustained growth, and perform efficiently. PepsiCo’s delivery systems provide a strong competitive advantage. In particular, their most powerful distribution system, Direct store-delivery (DSD) allows them to supply all of their retailers and customer distributors with up-to-date stock. “Direct store-delivery allows us to create maximum appeal and visibility for our brands and support in-store promotions.

HISTORY• Frito lays is a snacks item made from potatoes.• The chips was first made in 1932 by charles elmer doolin.• Pepsico took over fritolays in 1965.

MARKETING MIX

MAIN PRODUCTS

• LAYS• KURKURE• CHEETOS • UNCLE CHIPS

SUB-PRODUCTS• LEHAR• QUAKER OATS

PACKAGING• Packed in nitrogen filled aluminum packets.• Sealed under extreme pressure.• Easy to use and dispose.

PRICING

Rs 5

Rs 10

Rs 20

Rs 30

LAYS50%

BINGO20%

PARLE10%

CRAX

5%

HALDI-RAM

10%

PERFETTI5%

NON-RACK RACK

TYPE OF RACKS

• ANTI-RODENT• SSB A• SSB B• TRI-MURTI• CUSTOMIZED• JUMBO A/B

SUPPLY CHAIN

FACTORY

CNF

DISTRIBUTORS

RETAILERS

END USERS

MARKET SEGMENTATION

SEGMENTATION VARIABLE

• AGE• GENDER• FAMILY SIZE • FAMILY LIFE CYCLE• SOCIAL CLASS• OCCASION • LOYALTY STATUS

DATA

• 15+• MALE, FEMALE• 1-2, 3-4, 5+• MARRIED, UNMARRIED• MIDDLE CLASS, UPPER MIDDLE CLASS• PARTIES, BIRTHDAYS.• STRONG

MY EXPERIENCE

AREA

• AREA: SALT LAKE• TYPE OF TRADE ASSIGNED: TRADITIONAL TRADE• MARKET SIZE: 500+ OUTLETS• MARKET SALES VOLUME: 30 LAKHS• DISTRIBUTION TYPE: AUTOMATED• TECHNICAL PARTNER: CMC

SALT LAKE• BEATS: CK MARKET, GD MARKET, BAISAKHI, CITY CENTRE,SWIMMING POOL.• OUTLET SIZE: 30+ PER BEAT• HIGHEST VOLUME BEAR: SWIMMING POOL• LOWEST VOLUME BEAT: CK MARKET

OUTLETS TYPE

• FSCO: RECEIVES DISCOUNTS SUB TYPE: SILVER AND GOLD• NON-FSCO: PURCHASES AT CP. SUB TYPE: 100K, MID BULK, GROCERIES AND BETTLE SHOPS.• WHOLESALERS: PURCHASES AT A SPECIAL DISCOUNT.

PRODUCTS

LAYS NEW VARIETIES

KURKURE NEW VARIETIES

DISTRIBUTOR AUTOMATION

This software is used to perform the day to day operations of the business

This device is called HHD or Hand Held Device. It is used to input the orders collected from the market

This website is used to keep a track of the items in the go down

CUSTOMER MASTER

This excel sheet is used to keep a track of the existing outlets

SHOOT OUTS

AT THE MARKET

RACK MERCHANDIZING

DISTRIBUTOR POINT

GODOWN

Tallying the day’s sales

UNIQUE EXPERIENCES• Had to work till late night during IPL 2013• Opportunity to work during visit by the country head

CONCLUSION

As the results shows that market share of fritolays is more than its competitors, but it has some drawback like poor services in some areas and has the potentiality to over come this drawback.

Advertisement which is backbone of any business in today's world is very good in PepsiCo India. PepsiCo is running various sales promotional schemes and promotional campaign for retailers, so that the company can meet the expectations of the retailer as compare to its competitor.