Summer TrainingProject Report

On‘Market mapping and urban area survey’

Under Taken At

PepsiCo India Holdings Pvt. Ltd.Bazpur (Uttaranchal)

Under valued Guidance ofMr. K.T. Rao (Asst. H.R. Manager)

In partial fulfillment of the requirement of MBA.2004-05 Submitted By Amit joshi

MANGALMAY INSTITUTE OF MANAGEMENTMANGALMAY INSTITUTE OF MANAGEMENT AND TECHNOLOGYAND TECHNOLOGY

Table of Contents:Table of Contents:

Acknowledgment Preface Company profile Operation at Bazpur Total area covered by Pepsi under K.K.Agency. Survey for Pepsi in comparison to Coca-Cola in Urban and

rural highway. Survey for Pepsi in comparison to Coca-Cola on Route 1,2,3

under K.K. Agency. Comparison of Pepsi and Coca-Cola Market mapping for Pepsi in comparison to Coca-Cola Graphic presentation of Pepsi and Coca-Cola Brands available in Market BCG Matrix SWOT Analysis for Pepsi on Route 1,2,3 SWOT Analysis for urban area Recommendations for K.K. Agency Recommendations. Bibliography

AcknowledgemeAcknowledgementnt

AcknowledgementAcknowledgement

It is my profound privilege to express my gratitude to management of PepsiCo who accepted me as a summer trainee.

Words are short to express my thanks, regards to Mr. Harish Chandra Pant, (Manager, Finance) and K.T. Rao (Assistant Manager, Human Resource) who made this work possible through his inspiring guidance and constructive criticism through out the period of training.

Thanks are due to Mr. S.S. Nagar, (H.R. Executive) and my adviser who provided me with all the technical guidance in the completion of the project. I am also thankful to the entire staff of PepsiCo India holdings Pvt. Ltd. (Bazpur Plant) for their full cooperation and support during my training.

This project has been made possible through the direct and indirect cooperation of various persons for whom I wish to express my appreciation and gratitude.

Amit Joshi

PrefacePreface

PrefacePreface

Master of Business Administration (M.B.A.)Master of Business Administration (M.B.A.) is one of the most reputed Professional courses in the field of management. This course includes both theory and application as a part of the two year curriculum.

In this course each student is required to undergo practical Summer Training in an organization of repute. Summer Training is an exercise by means of which students learn a lot of things, which can not be taught in the classroom. During Summer Training students come to learn about the marketing applicable in the real market situation.

After completion of first year, students are required to undergo Summer Training for six to eight weeks. In this regard I have undergone my Summer Training at PepsiCo India Holdings Pvt. Ltd. Bazpur (Udhamsingh Nagar) Uttaranchal.

In this regard I was given the project of Market Mapping and Conduction of Survey on Pepsi in Urban Area and other respective direction.

Company ProfileCompany Profile

Company ProfileCompany Profile

PepsiCo is a world leader in convenient foods and beverages, with 2004 revenues of more than $29 billion and 153,000 employees. The company consists of Frito-Lay North America, PepsiCo Beverages North America, PepsiCo International and Quaker Foods North America. PepsiCo brands are available in nearly 200 countries and territories and generate sales at the retail level of about $78 billion.

Many of PepsiCo's brand names are more than 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 offers product choices to meet a broad variety of needs and preference -- from fun-for-you items to product choices that contribute to healthier lifestyles.

PepsiCo’s 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

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

At PepsiCo, we believe that as a corporate citizen, we have a responsibility to contribute to the quality of life in our communities.  This philosophy is expressed in our sustainability vision which states: “PepsiCo’s responsibility is to continually improve all aspects of the world in which we operate – environment, social, economic -- creating a better tomorrow than today.”

Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and a commitment to build shareholder value by making PepsiCo a truly sustainable company. 

PEPSICO HEADQUARTERS

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 Donald 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 Claes Oldenberg. The gardens originally were designed by the world famous garden planner, Russell Page, and have been extended by François Goffinet. The grounds are open to the public, and a visitor's booth is in operation during the spring and summer.

FRITO-LAY NORTH AMERICA

PepsiCo'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 product was Fritos brand corn chips, and his firm became the Frito Company.

That same year in Nashville, Tennessee, Herman W. Lay started a 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.

Major Frito-Lay products include Lay’s potato chips, Doritos flavored tortilla chips, Tostitos tortilla chips, Cheetos cheese flavored snacks, Fritos corn chips, Ruffles potato chips, Rold Gold

pretzels, Sun Chips multigrain snacks, Munchies snack mix, Lay’s Stax potato crisps, Cracker Jack candy coated popcorn and Go Snacks. Frito-Lay also sells a variety of branded dips, Quaker Fruit & Oatmeal bars, Quaker Quakes corn and rice snacks, Grandma’s cookies, nuts and crackers.

Frito-Lay North America includes Canada and the United States. 

PE PSICO BEVERAGES NORTH AMERICA (PBNA)

PepsiCo’s beverage business was founded 1898 by Caleb Bradham, a New Bern, North Carolina druggist, who first formulated Pepsi-Cola.

Today, Brand Pepsi is part of a portfolio of beverage brands that includes carbonated soft drinks, juices and juice drinks, ready-to-drink teas and coffee drinks, isotonic sports drinks, bottled water and enhanced waters.  PBNA  has well known brand such as Mountain Dew, Diet Pepsi, Gatorade, Tropicana Pure Premium, Aquafina water, Sierra Mist, Mug, Tropicana juice drinks, Propel, SoBe, Slice, Dole, Tropicana Twister and Tropicana Season’s Best.  

PBNA manufactures and sells concentrate for some of these brands to licensed bottlers, who sell the branded products to independent distributors and retailers.  PBNA provides advertising, marketing, sales and promotional support for its brands. This includes some of the world's best-loved and most-recognized advertising.

In 1992 PBNA formed a partnership with Thomas J. Lipton Co. to selling ready-to-drink tea brands in the United States. Pepsi-Cola also markets Frappuccino ready-to-drink coffee through a partnership with Starbucks.

Tropicana was founded in 1947 by Anthony Rossi as a Florida fruit packaging business. In 1954 Rossi pioneered a pasteurization process for orange juice. For the first time, consumers could enjoy the fresh taste of pure not-from-concentrate 100% Florida orange juice in a ready-to-serve package. The juice, Tropicana Pure Premium, became the company’s flagship product. PepsiCo acquired Tropicana, including the Dole juice business, in August 1998.

SoBe became a part of PBNA in 2001. SoBe manufactures and markets an innovative line of beverages including fruit blends, energy drinks, dairy-based drinks, exotic teas and other beverages with herbal ingredients.

A Gatorade thirst quencher sport drink was acquired by The Quaker Oats Company in 1983 and became 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.

PepsiCo Beverages North America includes the United States and Canada.

PEPSICO INTERNATIONAL

Pepsi-Cola began selling its products outside the United States and Canada in the mid-1930s, opening in the United Kingdom in 1936. Operations grew rapidly beginning in the 1950s. Today, PepsiCo beverages are available in more than 170 countries and territories. Brands include Aquafina, Gatorade and Tropicana.

In addition to brands marketed in the United States, PepsiCo International brands include Mirinda, Seven-Up and many local brands.

PepsiCo began its international snack food operations in 1966. Today, products are available in nearly 170 countries. Often PepsiCo snack food products are known by local names. These names include Gamesa and Sabritas in Mexico, Walkers in the United Kingdom, Simths in Australia, Matutano in Spain, Elma Chips in Brazil, and others. The company markets Frito-Lay brands on a global level, and introduces unique products for local tastes.

QUAKER FOODS NORTH AMERICA

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 Company.

The figure 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, Iowa, John Stuart and his 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 Jemima Mills Company in 1926, which is today the leading manufacturer of pancake mixes and syrup. Gatorade was acquired in 1983.

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.Today Quaker brands names are known worldwide. Its rapidly expanding snack brands include granola bars, rice snacks and fruits and oatmeal bars. Its products still have the eminence of whole some, food for you as envisioned bye the company over a century ago.

PepsiCo’s Sustainable Advantage:-

Three major sustainable advantages give PepsiCo a competitive edge as we operate in the global marketplace:

(1) Big, muscular brands;(2) Proven ability to innovate and create differentiated products; and(3) Powerful go-to-market systems.

Making it all work are our extraordinarily talented and dedicated people.

When we take these competitive advantages and invest in them with dollars generated from top-line growth and cost-saving initiatives, we sustain a value cycle for our shareholders.

In essence, investing in innovation fuels the building of our brands. This in turn drives top-line growth.

Dollars from that top-line growth are strategically reinvested back into new products and other innovation, along with cost-savings projects.

Thus, the cycle continues.

HistoryHistory

HistoryHistory

Pepsi was first made in 1898, by Caleb Bradham and was originally called "Brad's drink". It was made of carbonated water, sugar, vanilla, rare oils, pepsin and cola nuts. It was renamed Pepsi Cola after the pepsin and cola nuts used in the recipe. The name was trademarked on June 16, 1903.

Caleb Bradham, a pharmacist, like many pharmacists at the turn of the century, had a soda fountain in his drugstore, where he served his customers refreshing drinks that he created himself. This is where Pepsi was first served.

After seventeen years of success, Caleb Bradham lost Pepsi Cola after he had gambled on the stock market, he believed sugar prices would raise but they fell instead. Pepsi Cola went bankrupt in 1923.

In 1931, Pepsi Cola was bought by the Loft Candy Company Loft president; Charles G. Guth reformulated the popular soft drink.

In 1940, history was made when the first advertising jingle was broadcast nationally. The jingle was "Nickel Nickel" an advertisement for Pepsi Cola that referred to the Pepsi price and the quantity for the price. "Nickel Nickel" became a hit record and was recorded into 55 languages.

It first achieved success by selling its drink in recycled beer bottles, which allowed it to sell larger bottles for lower cost than Coke. Pepsi thus became viewed as the soft drink of the lower classes. In the United States, Pepsi was viewed as the drink of blacks and in Canada it was viewed as the drink for francophones.

In the 1950s Pepsi poured great resources into trying to improve its image. It bought many television ads and began its long tradition of employing celebrities to sell its product. It grew and became a serious rival of the Coca-Cola Corporation, but was still firmly in second place.

In the 1960s, Pepsi originated the marketing strategy known as "The Pepsi Generation". This strategy was a constant repetitious advertising of Pepsi aimed at young people. It worked under the assumption that there are new consumers coming of age every day and if one stops marketing to the newest consumers, one will have a shrinking base of established consumers of one's product. With the aging of the baby boomer generation, the advertising of Pepsi changed into the drink that keeps your youth.

In 1964, Diet Pepsi was introduced.

In the 1980s, Pepsi began a series of advertisements called the "Pepsi Challenge", in which it directly compared its product to that of Coca-Cola, showing that people preferred their product over the competitor's (and Coca-Cola's own research showed similar results). Coca-Cola, at that time, was suffering reduced sales, and made a mistake of its own in changing the formula for its product - the new formula to be called New Coke - possibly in response to the Pepsi Challenge. This period of fierce competition between the two companies became known as the cola wars.

1989 Saw the rise of the "Madonna Controversy". Pepsi reportedly paid Madonna (singer) $5 million for a world-wide promotional campaign tied to her song "Like a Prayer". Pepsi however did not see her video for the song until after the campaign began and promptly pulled the Madonna Pepsi commercials due to her use of burning crosses and other controversial images in her video clip.

1998 became a year of introduction for the GenerationNEXT campaign which pitched a futuristic view of the company to youth. Racer Jeff Gordon was used as a symbol for fast, young, and powerful. Pepsi is often the most common drink at sports events, such as Major League Baseball, as well as large, arena-sized concerts. During the fall of 1998, Pepsi introduced Pepsi ONE, followed by an ambitious advertising campaign with the

main slogan of "just one calorie". The cola introduced the use of Sunett (Acesulfame potassium) and aspartame to attain one calorie.

The company teamed up with George Lucas's reintroduction of Star Wars to the big screen during the summer of 1999. Twenty-four characters from the Star Wars series were introduced as artwork on the cans over the summer, creating an emphasis for a collectible set. This created huge market saturation for awareness of the movie as momentum built up. Its current (as of 2004) slogan is "Ask for more". Pepsi has also changed the labels on all Pepsis sold in Texas (where it is the 3rd most popular soft drink, behind Dr Pepper), renaming the drink Pepsi Sí, in a move hoping to attract a larger Latino demographic (which largely drinks Coke), in aims that they might "say yes to Pepsi".

Pepsi may have derived its name from pepsin, an enzyme produced in the mucosal lining of the stomach that acts to degrade protein. (Similar inspiration may have led to the naming of Pepsin Gum, first produced by Dr. Edward E. Beeman, whose bookkeeper, Nellie Horton, suggested that he put pepsin into gum "since so many people buy pepsin for digestion and gum for no reason at all".)

Company Information:Company Information:Run by PepsiCo, the company also owns and operates 7Up International (but not 7UP in the United States), Quaker Oats, Gatorade, Frito-Lay and Tropicana. PepsiCo is a much larger corporation than The Coca-Cola Company, even if Coke still outsells Pepsi in almost all areas of the world. It is traded on the New York Stock Exchange under the symbol PEP. The company it formed for its distribution and bottling business is the Pepsi Bottling Group, trading on the NYSE under the symbol PBG. They are both SIC 2080 (Beverage) companies.

Until 1997, it also owned Kentucky Fried Chicken, Pizza Hut, and Taco Bell, but these fast-food restaurants were spun off into Tricon Global Restaurants, now Yum! Brands, Inc

One of the only areas of the world where Pepsi outsells Coke is the Canadian province of Quebec. Pepsi had long been the drink of Francophones and it continues to hold its dominance by relying on local Québécois celebrities (essentially Claude Meunier, of La Petite Vie fame) to sell its product. Pepsi eventually became an offensive term, nickname, for Francophones viewed as a lower class by Anglophones in the middle of the 20th century. The term is now used as historical reference to French-English animosity. Another region where Pepsi outsells Coke is in central Appalachia in the USA.

Spokespersons:

As with many soft drinks, Pepsi has had various celebrity spokespersons throughout its existence. Among them:

Joan Crawford (advertising executive from 1955 to 1973, who in April 1959 was elected to fill the vacancy on the board of directors left by her late husband, Pepsi-Cola president Alfred Steele)

Madonna (for less than two days; her contract was cut) Michael Jackson (who was badly burned while filming a

commercial) Cindy Crawford (1989 Super Bowl ad) Britney Spears Faith Hill Hallie Kate Eisenberg Halle Berry Bob Dole Damon Wayans the Real Madrid and Manchester United football clubs Beyoncé Knowles Pink Enrique Iglesias Avril Lavigne Nightwish The Corrs African Footprint 311 Kanye West Mis-Teeq Los Lonely Boys

Former CEOs of Pepsi:Former CEOs of Pepsi: John Sculley Donald M. Kendall

Soft drinks produced by Pepsi include:

AMP Aquafina water (including Aquafina Essentials) Frappuccino FruitWorks (flavors: Strawberry Melon Peach Papaya

Tangerine Citrus Apple Raspberry Pink Lemonade Passion Orange (only available in Hawaii) Guava Berry (only available in Hawaii))

Lipton Brisk Lipton Iced Tea Manzanita Sol (Pepsi International - found in Mexico) Mr. Green Pepsi

o Crystal Pepsi (produced during the years 1992-1993) o Diet Pepsi o Diet Pepsi Vanilla o Pepsi Blue o Pepsi Max o Pepsi ONE o Pepsi Twist o Pepsi Vanilla o Wild Cherry Pepsi o Pepsi EDGE (Half-sugar variant)

Mountain Dew (including Diet, Caffeine Free, Code Red, and Live Wire flavors)

Mug Root Beer (including Diet)

Slice Sierra Mist SoBe Mirinda (grape, orange, and grapefruit)

Entry of PepsiCo in IndiaEntry of PepsiCo in IndiaIt all began in the 1977 a change in the government at the centre led to the exit of Coca-Cola which preferred to quit rather diluting its equity to 40% in compliance with the Foreign Exchange Regulations Act (FERA).

The beginning of 1980 saw the birth of another cold drink ‘Thums UP’ the Gold Spot People launched it in 1978-79 as “refreshing Cola”, in 1978 Parle led the Indian soft drinks market(share 30 %) with its Gold Spot and Limca brands. In 1978 pure drinks share came down to 21% as a result of growing popularity of Limca and Thums Up. At the same time the threat to Indian Soft Drink market was that of Fruit drinks, in 1988, fruit drinks market was valued at Rs 40 Cr and was growing at the rate of 40%.

In the early years of 1985 the government rejected a proposal with the R.P. Goenka Group, This involved the export of fruit juice concentrates from Punjab in return for the imports or colas concentrates, and the deal offered was 3:1 export import ratio in return for being allowed to market Pepsi in India.

The Rs. 22 Cr PepsiCo Project /Package were the second bid by the US headquartered MNC to enter India. PepsiCo would have an equity holding of 39% Punjab Agro Industries Corporation (PAIC)-20% and Voltas 24%. The balance is to be financed privately from loans. A project approval board was finally set in Feb. 1988. Pepsi share which have been

originally just under 40% was whittled to about 35% and PAIC share was hiked to 40%, these were mainly the issue on which Coke had left India.

Thus Pepsi not only accepted the 1977 conditions but also went much further, now the Pepsi project had captured the farmer’s imagination, finally there was victory fro Pepsi who after more than 5 years of acrimonious battle was launched in June 1990 selectively in Rajasthan, Punjab, Uttar Pradesh and south as “Lehar Pepsi”. On August 1990 television viewers watched prime time advertisement launching Lehar Pepsi beckoning nearly 100 million viewers to drink the Pepsi.

Indian version of International Pepsi-Cola:

New Pepsi –Cola had arrived in India and was ready to take the war with Thums Up in its Home market Soft Drink Industry is one of the fastest growing industry in India. The basic idea behind the rapid growth or this industry is due to the following reason.

The great corporate war between Coke and Pepsi who have left no stone unturned for monopolizing the Indian soft drink market.

The basic ideology of these two giants to promote soft drink as a food item in Indian household.

Operation atOperation at BajpurBajpur

PEPSICO Operation at Bazpur

Pepsico entered into an agreement with the, then Uttar Pradesh Government to install a Bottling Plant at Bazpur a small town in District Nainitaal (now UdhamSingh Nagar) in U.P.( now Uttaranchal) and the construction of plant was completed in 05-May-1997, the Bottling was started in the year 1998 with the installed capacity of Six Lakhs Bottles per day and 600 Bottles per minutes on bpm. The plant was started by the name of PepsiCo Holdings Pvt. Ltd but it was later changed to PepsiCo India Holdings (Pvt.) Ltd, as the US MNC has raised its stakes of shares in its collaboration with Punjab Agro Industries Corporation (PAIC).

The Plant at Bazpur is one of the sixteen plants that company holds in India beside that of the franchisee in different parts of the country. The regional headquarters of PepsiCo is at Lucknow with the corporate office of the country at Gurgaon in Haryana.

The PepsiCo India Holdings (Pvt.) Ltd plant at Bazpur has a current strength of 152 Employees with Trainees, Probationers and confirmed.

Departmentation at PepsiCo (Bazpur plant)

The departmentation at PepsiCo can be studied at eight different levels and signifies a vertical flow of communication in the Company.

The departmentation in the company is made as follows.

Manufacturing MaintenanceAccounts Quality ControlHuman resource ShippingPurchase Marketing

Though there is a vertical flow of communication in the company, but the different departments interacts with each other smoothly to ensure the efficient working of the company.

Use of Management Information System (M.I.S.) in the Company beside these chief departments, the Company also maintains a MIS to ensure the better management of its corporate database.

Bazpur Operations Team Structure

fsdffsdfShift in

charge

A/C, Stores/MIS

QA Executive

HR Executive

Shipping Executive

Secy / Admins

MFG Manager

Maint manager

Accontant Quality HR Manager

Shipping Cord.

Purchase

Plant Manager

Total AreaTotal Area CoveredCovered

Total Area CoveredTotal Area Covered

PepsiPepsi PepsiPepsi Coca-ColaCoca-Cola Coca-ColaCoca-ColaTotal no. of Total no. of Pepsi on Pepsi on route 1,2,3route 1,2,3

57.05 %57.05 % Total no. ofTotal no. of Coca-Cola onCoca-Cola on route 1,2,3route 1,2,3

43.36%43.36%

Total Visi on Total Visi on route 1,2,3route 1,2,3

8484 Total Visi onTotal Visi on route 1,2,3route 1,2,3

6969

Total Ice Total Ice chest of Pepsichest of Pepsi

2424 Total Ice chestTotal Ice chest of Pepsiof Pepsi

2525

Total outlet on route 1,2,3 =Total outlet on route 1,2,3 =

Total area covered on route Total area covered on route 1,2,3 1,2,3

220220

katra chand khan, Pilibhit katra chand khan, Pilibhit Bypass, Shahamt Ganj, Anand Bypass, Shahamt Ganj, Anand Ashram, Nakita, Ashram, Nakita, Naryawal,Thirya,Bhuta, Undla Naryawal,Thirya,Bhuta, Undla Jagir, Kesarpur,Kuaddanda, Jagir, Kesarpur,Kuaddanda, Bithri Chanpur, Parthapur, Kali Bithri Chanpur, Parthapur, Kali Bari, Civil Lines, Rampur Bari, Civil Lines, Rampur Garden, Butlar Plaza, Prabha Garden, Butlar Plaza, Prabha Cinema Road, Salini, Mera ki Cinema Road, Salini, Mera ki Peth, Jagatpur, Chuk Mahmood,Peth, Jagatpur, Chuk Mahmood, Kakar Tola, Sofi Tola, Rabri Kakar Tola, Sofi Tola, Rabri Tola, Rohili Tola,Old City, Tola, Rohili Tola,Old City, GootiaGootia

SurveySurvey

PepsiParticularsParticulars CityCity Rural AreaRural Area HighwayHighway

Total no. of Total no. of outletsoutlets

154154 4747 1717

Share of Share of PepsiPepsi

58.57%58.57% 48.94%48.94% 59.42559.425

No. of VisiNo. of Visi 6565 0909 0808No. of Ice No. of Ice ChestChest

1616 0707 0101

Exclusive Exclusive outletoutlet

4949 1616 0909

Area coveredArea covered Katra Chand Katra Chand Khan, Sindhu Khan, Sindhu Nahar, Nahar, Sailani, Sofi Sailani, Sofi Tola, rabri Tola, rabri Tola, rohili Tola, rohili Tola,Kankar Tola,Kankar Tola, Tola, Jagatpur,Jogi Jagatpur,Jogi Nawada, Nawada, Chuk Chuk Mahmood, Mahmood, Prabha Prabha Cinema Road,Cinema Road, Chawki Chawki Chauraha, Chauraha, Civil Lines, Civil Lines, Butlar Plaza, Butlar Plaza, kali Bari, kali Bari, Rampur Rampur GardenGarden

Naryawal, Naryawal, Naryawal Naryawal gaon, gaon, Parthapur, Parthapur, kesarpur, kesarpur, Undla Jagir, Undla Jagir, Kuaa Danda, Kuaa Danda, Bithri Bithri chanpur, chanpur, Haroon Haroon Nagla, Nagla, Bhutta, Bhutta, ThiryaThirya

Pilibhit Pilibhit Bypass, Bypass, Nakita, Nakita, Shahjanpur Shahjanpur highwayhighway

Coca-ColaCoca-ColaParticularsParticulars CityCity Rural AreaRural Area HighwayHighwayTotal no. of Total no. of outletsoutlets

154154 4747 1717

Share of Share of Coca-ColaCoca-Cola

41.42%41.42% 51.06%51.06% 40.58%40.58%

No. of VisiNo. of Visi 5151 1212 0505No. of Ice No. of Ice ChestChest

0606 1717 0202

Exclusive Exclusive outletoutlet

2727 1515 0303

Area coveredArea covered Katra Chand Katra Chand Khan, Sindhu Khan, Sindhu Nahar, Nahar, Sailani, Sofi Sailani, Sofi Tola, rabri Tola, rabri Tola, rohili Tola, rohili Tola,Kankar Tola,Kankar Tola, Tola, Jagatpur,Jogi Jagatpur,Jogi Nawada, ChukNawada, Chuk Mahmood, Mahmood, Prabha Prabha Cinema Road,Cinema Road, Chawki Chawki Chauraha, Chauraha, Civil Lines, Civil Lines, Butlar Plaza, Butlar Plaza, kali Bari, kali Bari, RampurGardeRampurGardenn

Naryawal, Naryawal, Naryawal Naryawal Gaon, Gaon, Parthapur, Parthapur, kesarpur, kesarpur, Undla Jagir, Undla Jagir, Kuaa Danda, Kuaa Danda, Bithri Bithri chanpur, chanpur, Haroon Haroon Nagla, Nagla, Bhutta, Bhutta, ThiryaThirya

Pilibhit Pilibhit Bypass, Bypass, Nakita, Nakita, Shahjanpur Shahjanpur highwayhighway

PepsiPepsiParticularsParticulars Route 1Route 1 Route 2Route 2 Route 3Route 3SalesmanSalesman DharamveerDharamveer GhanshyamGhanshyam AmitAmitNo of VisiNo of Visi 2929 2929 2626Share of Share of PepsiPepsi

54.7%54.7% 57.1%57.1% 58.78%58.78%

Ice Chest Ice Chest of Pepsiof Pepsi

1414 0303 0505

Pepsi Pepsi Exclusive Exclusive OutletOutlet

3737 2222 2525

Vehicle Vehicle usedused

VikramVikram AutoAuto AutoAuto

Area Area CoveredCovered

Katra Chand Khan, Pilibhit Katra Chand Khan, Pilibhit bypass, Shahmat ganj, Anand bypass, Shahmat ganj, Anand Ashram,Nakatia,Naryawal,ThiryAshram,Nakatia,Naryawal,Thirya, Bhutta, Undla Jagir, a, Bhutta, Undla Jagir, Kesarpur, Kuaadanda, Bithri Kesarpur, Kuaadanda, Bithri Chanpur, Parthapur Chanpur, Parthapur

Kali Bari, Kali Bari, Civil Lines, Civil Lines, Rampur Rampur Garden, Garden, Butlar Butlar Plaza, Plaza, Prabha Prabha Cinema Cinema RoadRoad

Salani, Salani, Mera ki Mera ki Peth, Peth, Jagatpur, Jagatpur, Chuk Chuk Mahmood, Mahmood, kakar Tola,kakar Tola, Sofi Tola, Sofi Tola, Rabri Tola,Rabri Tola, Rohili Tola,Rohili Tola, Old City, Old City, GootiaGootia

Coca-ColaCoca-ColaParticularsParticulars Route 1Route 1 Route 2Route 2 Route 3Route 3SalesmanSalesmanNo of VisiNo of Visi 2727 2424 1818Share of Share of Coca-ColaCoca-Cola

45.3%45.3% 42.9%42.9% 41.22%41.22%

Ice Chest ofIce Chest of Coca-ColaCoca-Cola

1919 0202 0303

Coca-Cola Coca-Cola Exclusive Exclusive OutletOutlet

2626 1212 1414

Vehicle Vehicle usedusedArea Area CoveredCovered

Katra Chand Khan, Pilibhit Katra Chand Khan, Pilibhit bypass, Shahmat ganj, Anand bypass, Shahmat ganj, Anand Ashram,Nakatia,Naryawal,ThiryAshram,Nakatia,Naryawal,Thirya, Bhutta, Undla Jagir, a, Bhutta, Undla Jagir, Kesarpur, Kuaadanda, Bithri Kesarpur, Kuaadanda, Bithri Chanpur, Parthapur Chanpur, Parthapur

Kali Bari, Kali Bari, Civil Civil Lines, Lines, Rampur Rampur Garden, Garden, Butlar Butlar Plaza, Plaza, Prabha Prabha Cinema Cinema RoadRoad

Salani, Salani, Mera ki Mera ki Peth, Peth, Jagatpur, Jagatpur, Chuk Chuk Mahmood, Mahmood, kakar Tola, kakar Tola, Sofi Tola, Sofi Tola, Rabri Tola, Rabri Tola, Rohili Tola, Rohili Tola, Old City, Old City, GootiaGootia

ComparisoComparisonn

ComparisonComparisonParticularsParticulars PepsiPepsi Coca-ColaCoca-ColaNo.of OutletNo.of Outlet 220220 220220Total shareTotal share 57.05%57.05% 43.36%43.36%No.of VisiNo.of Visi 8484 6969No.of Ice ChestNo.of Ice Chest 2424 2525Exclusive outletExclusive outlet 8484 5252Mode of supplyMode of supply 1. Vikram1. Vikram 1. Vikram1. Vikram

2.Auto2.Auto 2.Auto2.Auto

Market MappingMarket Mapping

Brands AvailableBrands Available in Marketin Market

Brands Available in Market in different Brands Available in Market in different volumevolume

1-200 ml1-200 ml Slice tetra packSlice tetra pack Mango / Orange/ guavaMango / Orange/ guava LeecheLeeche

2-250 ml.2-250 ml. SliceSlice Team sodaTeam soda

3-300 ml.3-300 ml. PepsiPepsi MirindaMirinda 7 up7 up Pepsi AhaPepsi Aha Lehar SodaLehar Soda

4-500 ml.4-500 ml. PepsiPepsi 7up7up MrindaMrinda AquafinaAquafina Lehar sodaLehar soda

1 Ltr.1 Ltr. PepsiPepsi AquafinaAquafina Mirinda OrangeMirinda Orange

1.5 Ltr.1.5 Ltr. PepsiPepsi Lehar SodaLehar Soda

Mirinda Mirinda 7 up7 up

2 Ltr.2 Ltr. PepsiPepsi MirindaMirinda

BCG MATRIXBCG MATRIX

BCG MATRIXBCG MATRIX

StarsStars Question MarkQuestion MarkPepsiPepsi

Mirinda OrangeMirinda Orange

Slice MangoSlice Mango

7 up7 up

Pepsi AhaPepsi Aha

Slice/ Guava, Leeche, Slice/ Guava, Leeche, AppleApple

AquafinaAquafina

Cash CowsCash Cows DogsDogsMrinda/LemonMrinda/Lemon

AquafinaAquafina

Slice/orangeSlice/orange

Lehar SodaLehar Soda

Slice tetra packSlice tetra pack

MangoMango

OrangeOrange

GuavaGuava

SWOT AnalysisSWOT Analysis

SWOT Analysis Of Route 1,2,3SWOT Analysis Of Route 1,2,3

STRENGTHSTRENGTH WEAKNESSWEAKNESS

1. Strong image in the city.1. Strong image in the city.

2. Consumer preference is more 2. Consumer preference is more towards Pepsi.towards Pepsi.

3. City market network is strong.3. City market network is strong.

1. Late Delivery.1. Late Delivery.

2. No listening of Complaints.2. No listening of Complaints.

3. No attention on some of the 3. No attention on some of the potential customer.potential customer.

OPPORTUNITYOPPORTUNITY THREATTHREAT

1. Our rural penetration is weak. We1. Our rural penetration is weak. We have a big opportunity here.have a big opportunity here.

2. Highway is a big potential for our 2. Highway is a big potential for our sale as some of the important sale as some of the important establishment are there.establishment are there.

1. No counter policy against Coca-1. No counter policy against Coca-Cola in some rural areas, where we Cola in some rural areas, where we are completely lacking.are completely lacking.2. Must listen to the complaints of 2. Must listen to the complaints of our permanent customers as well asour permanent customers as well as to those customers who are giving to those customers who are giving us big sale, otherwise threat is of us big sale, otherwise threat is of loosing themloosing them

3. Late deliveries frustrate 3. Late deliveries frustrate customers who may opt for other customers who may opt for other competitors.competitors.

RecommendatioRecommendationsns

RecommendationsRecommendations

Advertisement through hoardings exclusive outlet of Pepsi Advertisement through hoardings exclusive outlet of Pepsi should give sound image of the Brand.should give sound image of the Brand.

Delivery should be on time.Delivery should be on time.

Listening of complaints should be at once taken into Listening of complaints should be at once taken into consideration.consideration.

Visi, Pepsi Chair and Umbrella must provided to potential Visi, Pepsi Chair and Umbrella must provided to potential outlets.outlets.

Must cover those rural areas where K.K. Agency approach isMust cover those rural areas where K.K. Agency approach is weak.weak.

Regular Checkout of salesmen.Regular Checkout of salesmen.

Demand and supply match each other.Demand and supply match each other.

Schemes made by Pepsi must be provided by Agency at Schemes made by Pepsi must be provided by Agency at first hand to the retailers.first hand to the retailers.

Any new outlet coming out under Agency route must be Any new outlet coming out under Agency route must be immediately captured by agency.immediately captured by agency.

Any weakness on part of Agency can give setback to brandAny weakness on part of Agency can give setback to brand image, so every possible step must be taken by Agency toimage, so every possible step must be taken by Agency to keep the image intact.keep the image intact.

As Pepsi has a strong hold in city, to keep this going regularAs Pepsi has a strong hold in city, to keep this going regular customer contact, aggressive advertisement, providingcustomer contact, aggressive advertisement, providing profitable schemes, on time delivery will boom it further.profitable schemes, on time delivery will boom it further.

Rural market penetration should be more commercial andRural market penetration should be more commercial and depicting Pepsi brand should be made on rural areas.depicting Pepsi brand should be made on rural areas.

Complaints of the customers should be immediately takenComplaints of the customers should be immediately taken into consideration which will build the image of the brand.into consideration which will build the image of the brand. Customer will himself feel responsible for the sale of Pepsi.Customer will himself feel responsible for the sale of Pepsi.

Pepsi employees should act like a family; they should bePepsi employees should act like a family; they should be motivated and should be provide with incentive for theirmotivated and should be provide with incentive for their achievement which will encourage their efforts and share ofachievement which will encourage their efforts and share of the brand with increase.the brand with increase.

Marketing Strategies should be strong, no loophole shouldMarketing Strategies should be strong, no loophole should be there, a loose marketing strategy will loose it network.be there, a loose marketing strategy will loose it network.

As new restaurants and hotels are coming up in the cityAs new restaurants and hotels are coming up in the city Pepsi leadership can dominate easily.Pepsi leadership can dominate easily.

More lucrative schemes should be made so that Pepsi mayMore lucrative schemes should be made so that Pepsi may meet the competition.meet the competition.

There should be no gap of time between demand andThere should be no gap of time between demand and supply.supply.

Pepsi leadership is challenging to its competitor, whichPepsi leadership is challenging to its competitor, which must continue.must continue.

BibliographyBibliography

BibliographyBibliography

www.pepsiworld.comwww.pepsiworld.com www.www. brainyencyclopedia.com www.answers.comwww.answers.com