7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 1/31
An Analysis on the Factors Affecting the Sales of a 1 liter SKU of PepsiCo
A Business Research Project
With
BY GROUP C8:
2012130 Aditya Khajuria
2012151 Mallika Grover
2012169 Raunak Arora
2012173 Rohan Harsh
2012175 Shrey Chaurasia
2012185 Vineet Shrestha
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 2/31
1
Table of Contents
1. Table of Contents………………………………………………………………………...1
2. List of Tables…………………………………………………………………………......2
3. List of Figures…………………………………………………………………………….2
4. Executive Summary……………………………………………………………………...3
5. Introduction………………………………………………………………………………4
6. Objective………………………………………………………………………………….5
7. Review of Literature……………………………………………………………………..5
8. Methodology……………………………………………………………………………...6
9. Data Analysis, Results and Finding……………………………………………………..8
10. Limitation and Future scope…………………………………………………………...18
11. Conclusions and Recommendations…………………………………………………...18
12. References ………………...…………………………………………………………….19
13. Appendix A……………………………………………………………………………...20
14. Appendix B……………………………………………………………………………...26
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 3/31
2
List of Figures
1. FIGURE 1: Preference of the Respondents…………………………………………….....8
2. FIGURE 2: Preference about the quantity of the SKU……………………………………9
3. FIGURE 3: Preference about the Price of the 1l SKU…………………………………...10
4. FIGURE 4: Buying pattern of the Respondents……………………………………….….9
5. FIGURE 5: Buying pattern of the 1l SKU……………………………………………….10
6. FIGURE 6: Usage pattern of the respondents……………………………………………11
7. FIGURE 7: Perception about the Home Pack……………………………………………11
8. FIGURE 8: Perception about the people about the factors affecting sales…………...….12
9. FIGURE 9: Perception of 1l on the various factors considered for the sales………...….12
List of Tables:
1. TABLE 1: A Chi-Square Test to test dependence of location to rankings of a 1lSKU………………………….…………………………………………………………..13
2. TABLE 2: Relationship between gender and perception about the quantities of variousSKU…………………………………………………………………………...…………14
3. TABLE 3: Showing the relationship between the perception of quantity with location,monthly income, occupation and age…………………………………………………….15
4. TABLE 5: Showing the relationship between buying pattern and perception of the 1l
SKU………………………………….……………………………………………….….16
5. TABLE 6: Relationship between gender,age, occupation and monthly income with buying pattern……………..………………………………………………………….….17
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 4/31
3
Executive Summary
RJ corp. has the franchisee of PepsiCo in Goa state which controls bottling, marketing and
distribution of the different SKUs in the carbonated soft drinks segment .PepsiCo had launched 1
liter pet bottle in 2010 which failed to pick up the sales as forecasted. The management has been
trying to increase the brand awareness and find potential reasons for the lower than expectedsales. They also want to position the brand as home pack/ Family pack and also trying to
reposition the 2 liter brand pack as the party pack which is currently positioned in between the
home and part pack segment. Thus this research addresses three questions: 1) to identify the
potential reasons for the lower than expected sales of the 1 liter brand pack in Goa State 2) To
identify the brand awareness for this particular SKU 3) to find out the parameters on which the
positioning of this particular SKU should be done to bring this SKU into the Home/ Family pack
segment.
A pan-Goa qualitative research of the retailers was done to gauge their perception on the issue
and to identify the factors behind the low sales of this SKU. This was helpful in building the
hypothesis and the questionnaire for the consumers. A quantitative research was done for the
consumers by doing a survey.
We observed that the awareness about the SKU amongst the consumers was low. Retailers who
play a huge role in creating awareness were not doing so. The major reason behind it being the
lack of profitable schemes offered by PepsiCo on the 1L brand pack. Hence, the brand pack was
not easily available as retailers did not stock them in large numbers.
Based on our observation, we would recommend Pepsi to concentrate more on advertising the
SKU. They should also come up with good schemes that would attract the retailers compellingthem to keep a larger stock. This would encourage the retailers to influence consumers buying
decision, in turn encouraging them to buy the 1L pack.
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 5/31
4
INTRODUCTION
PepsiCo entered in India in 1989 and grew to become one of the country‟s leading food and
beverages companies. As one of the largest multinational investors in the country, PepsiCo has
established a portfolio of brands that seek to refresh and excite the Indian customers. RJ corp has
been associated with the latter‟s entry into India.
RJ Corp owns PepsiCo India‟s biggest franchisee bottling business and runs around 13 PepsiCo bottling plants in India and overseas. It controls most of PepsiCo's bottling operations, Marketing
and distribution in India and is also the holding company of Varun Beverages India, which
controls the residual franchisee bottling businesses of the group.
PepsiCo Goa was facing a problem in the sales of their 1l bottle in the state. Priced at an
affordable Rs 35,the 1L SK U‟s were not selling. PepsiCo Goa had expected to create a „Home pack‟ brand image for these SKU‟s. Our research was focused on determining the possible
causes for the low sales of the SKU and also to gauge the consumer perception about the same.
Based on the above information, we formulated a research problem (mentioned in the Objectivessection). On the suggestion of our client we decided to start through an exploratory research
which would help us gauge the important factors which a consumer takes into considerationwhile buying a soft-drink. 6 teams with two members each were sent to different locations in
south and north Goa along with the Pepsi distribution van for three consecutive days. Our team
of six members conducted the research in South Goa. Each team conducted interviews of thedifferent retailers which the van visited. The research method adopted here was qualitative and
the interviews conducted were semi-structured. At the end of three days, a total of around 200
retailers were interviewed and their responses noted. Their responses then formed the basis for
the development of a questionnaire which was then circulated among the consumers. Thequestionnaire was floated online and an offline field survey of the consumers was also
conducted. Statistical tests were conducted on the final response to come up with the conclusion.
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 6/31
5
OBJECTIVE
Management Decision Problem:
Research Problem:
To identify the potential reasons for the lower than expected sales of the 1 liter brand
pack in Goa State.
To identify the brand awareness for this particular SKU
To find out the parameters on which the positioning of this particular SKU should be
done to bring this SKU into the Home/ Family pack segment
Scope of the Research
This research project focused to get the answers to the above mentioned problems. The sample
population for this research problem consisted of retailers and consumers from areas in SOUTHGOA. The sampling technique used was non-probabilistic quota sampling.
Desk Research
Our search of secondary sources will be carried out to refine the objectives and provide lines of
enquiry for the next stages. Specifically, the desk research phase will gather information about
the status of the market place. At this point, we must also generate a list of brand names and
uncover any pertinent information on competing brands that may be useful in the next parts of
the research
Review of Literature
To get better understanding of the FMCG sector particularly the two giants Coke and pepsi,
understand the process of market research, Various statistical tools and test and their
understanding and interpretation the following papers were read:
“Fast-Moving Consumer Goods: A Bright Future In India”-By:- DR M.SELVAKUMAR, M.
Maria Jansi Rani, K.Jegatheesan
Source: Business and Economic Facts For You
Soft drinks in India (Industry profile): datamonitor.com
Carbonated Soft Drinks in Asia Pacific: marketlineinfo.com
Product Mix Strategies: FMCG in Indian Market Mohan kumar T.P. and Shivaraj B
RETAILING: The Indian challenge by Mala Morris
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 7/31
6
Apart from the above papers a lot of reading was done from the net and to gather the secondary
data the client provided us with its records of sales, retailers, last years project report by interns
etc.
Methodology
We followed both qualitative as well as quantitative research methodologies.
The qualitative phase was conducted by holding interviews of the retailers and was primarily
focused to explore and understand their attitude and also determine the factors that can affect a
customer purchase. The retailers were analyzed by asking open ended question, that allow for in-
depth probing of the subjects initial responses, and observing their behavior to collect non-verbal
and/or behavioral data. The main objective for this was to gain preliminary insights into the
research problem. The data so collected was then used to formulate a questionnaire for theconsumer survey. The data analysis involved subjective content and interpretation.
The consumer research was a quantitative research and its purpose was to gauge the consumer
perception of the 1l brand.
Separate questionnaires were formulated for both the retailers and consumers. The retailer‟s
questionnaire was a set of questions designed to generate primary data. An unstructured
questionnaire was used.
A structured questionnaire was used to conduct the consumer‟s survey. The questionnaire was
floated online (www.qualtrics.com was used to formulate the survey) and an offline field survey
was also conducted in South Goa. Apart from this, intercept method was also used for data
elicitation.
SAMPLING FRAME
A non-probability sampling technique (quota sampling) was considered which involved
selection of prospective participants according to prescribed quotas for demographic
characteristics like location factors which included North and South Goa. Determining
the quota size was a subjective process and we used an approximate percentage size to
determine the actual number of prospective respondents. The reason behind using quota
sampling was that it had desired proportion of subgroups.
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 8/31
7
DATA COLLECTION
Retailer Survey
As suggested by the client, 6 groups of two were formed which were then sent to North
and South Goa. Our group (3 groups of two) was sent to South Goa. The survey was
conducted over a period of 3 days. Over this period in-depth interviews of the retailers
was conducted using semi-structured questionnaire. The retailers analyzed were those
who stocked Pepsi products. Various factors such as the sales of the 1l brand pack and
the various factors that could affect the sales were observed.
Consumer Survey
For conducting the consumer survey, our group again visited South Goa. Around 75
consumers were surveyed. In order to save boredom to the consumers, only vocalresponses were collected and were entered on the questionnaire manually ourselves. Prior
to conducting the survey, consumer consent was taken.
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 9/31
8
Data Analysis and Results/Findings
Qualitative Analysis
The questionnaire used is provided in the Appendix. On the basis of the retailer
interview, we came up with the following findings:
a) Retailers felt that the awareness of the 1L brand pack was low amongst the
consumers
b) Retailers can easily create demand for the 1l brand pack as they can influence the
consumers purchase intentions
c) One of the reasons that the retailers were not „pushing‟ the brand pack was that
there was no scheme (discounts or special offers) offered to them on the same by
Pepsi. So they were making very little profit on the same and hence were not
stocking it.d) The placement of an SKU plays a very important factor in the sales. „Jo dikhega
wo bikega‟ (what is visible will sell)
e) Consumers in Goa are in general price insensitive. So if advertised properly and if
proper schemes are made available to the retailers, the retailers would stock the
SKU and the 1l brand pack should sell in Goa.
Quantitative Analysis
The following are the observations:
Observations:
From fig. 1, we can see that the most preferred brand is Mountain Dew followed by Coke and
Thums up and then Pepsi.
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 10/31
9
From the above figure we can see that the general perception about the SKU‟s is that 1litre SKUis sufficient for 3 people while 0.5litre SKU for 2 persons and 2litres SKU is sufficient for more
than 4 persons. This information shows that 1litre SKU can be promoted as a family pack
because the quantity is apt, and there‟s no need to store it for a long period. The 2litre pack can
be promoted as a party pack.
From the fig.4, we observe that out of all the respondents surveyed, maximum respondents
consume aerated drinks either 2-3 a times a week or daily.
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 11/31
10
We can interpret how the surveyed population perceives the price of the 1litre SKU from the
graph in Fig.3. It can be clearly seen that most of the people think that the 1litre SKU is priced atRs. 40, whereas the actual price is Rs. 35. After our interaction with the retailers we found out
that due to low margin, they sell the 1litre SKU for Rs. 40. They conveniently claim Rs.5/- as
cooling charges. This question helped us gauge the awareness level of the respondents and we
can clearly see that though most of them were aware of this SKU, a large number did not know
the actual price. We can also infer that many respondents have not purchased the 1litre SKU as
they perceive its price to be Rs. 25 or Rs. 30
From Fig.5 we can also infer the buying pattern of the respondents for 1litre pack. Most of them
buy this SKU only 2-3 times a month, whereas from fig. 4, it is clearly evident that maximum
respondents are in the category of buying Aerated drinks either daily or 2-3 times a week. So it
makes it clear that although people buy a lot of aerated drinks they are not interested in buying
this SKU that much.
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 12/31
11
Fig. 6 shows people‟s perceptions about the usage of different SKU‟s under different occasions
and the results that were prominent were that the maximum usage of the 1litre brand pack is for
the following purposes: 1) while drinking 2) during meals at home 3) for parties/ get-together
whereas the 2litre pack is being used mainly for the purpose family functions and parties/ get
together.
From fig. 7 we tried to gauge the people‟s perception about the features desired by the people i n
a home/family pack. The significant features which came forward were 1) It should be easy to
carry/ store which a basic requirement as it is meant for storage at home 2) It should be
economical 3) It should retain its Fizz for longer periods of time which obviously is a very basic
requirement which people who store aerated drinks require.
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 13/31
12
Fig. 8 tells us about the perception of the people regarding the reasons a brand pack sells. 10
factors were chosen and people were asked to rank them in order of preference. The major
reasons which came forward were: 1) awareness about a brand pack either created by theretailers or advertisements/ merchandising be it in any form contributes majorly in the sales of
SKU 2) next is a price of a brand pack which will account for factors determining sales 3)
followed by ease of availability of the brand pack as it is a generic product not like buying
phones or cars sales of which are brand specific if the consumer won‟t find the pack he will buy
a different one.4) next comes the discounts offered/ goodies given/offers like extra quantity
which are a reason why people will buy a certain SKU.
Fig.9 shows the perception of the same people about the 1l brand pack the same factors that were
considered for as reasons for affecting sales of a brand pack. The findings we got were that 1)
majority found that there was no awareness either in the form of advertisements/ retailers
spreading information about the about the brand pack/merchandising/placement of the product
on prime locations in the shop which catches attention which was also proved by the buying
patterns and the fact that most of the respondents were unaware of the price of this SKU 2)
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 14/31
13
people also thought that this particular SKU lacks advertisements 3) another finding was that
people expect some discounts/offers on the pack which is not present thus Pepsi is losing sales
for this SKU to 1.25 l SKU by coke because of extra quantity offered at the nominal price. 4)
Ease of availability of this pack is also a problem as found out by us in the retailer survey many
of the retailers were not happy to keep this product either due to less margin or low demand thus
majority of the people pointed out this problem of unavailability as a reason for this SKU losing
its sales to other SKU or competitors. 5) a lot of people found that the design of this particular
pet bottle was not handy while carrying/storing it thus this could act as a major hindrance while
positioning this SKU as home brand as we have already shown in fig. 7 that majority of the
people believe the design of the bottle is a critical factor for a brand pack to be considered in the
home segment. 6) price was not a consideration for the respondents as per our study as most of
them found the price of this SKU appropriate for this SKU but it would be difficult to rely on
this observation as it is clearly evident from fig. 3 majority of the respondents were unaware of
the price of this particular SKU.
Statistical Observations:
The above Statistical test shows the relationship between the location, a person belongs to i.e.
North Goa or South Goa and his perception about the 1l SKU on the factors chosen as the
determinants of the sale.
H0: There is no relationship between the location and the perception of 1l SKU w.r.t the factors
chosen as the determinants of the sale.
H1: There is a relationship between the location and the perception of 1l SKU w.r.t the factors
chosen as the determinants of the sale.
From the above results we can see that the p value of all the chi-squares is greater than 0.05
(confidence level 95%) thus we fail to reject the null hypothesis, i.e., there is no relationship in
the location and the perception about the 1l pack i.e. people from all over the Goa feel the same
about the 1l SKU.
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 15/31
14
The above Statistical test shows the relationship between the gender and the perception of the
quantity of SKU.
H0: There is no relationship between the gender and the perception of the quantity of SKU.
H1: There is a relationship between gender and the perception of the quantity of SKU.
From the above results, we can see that the p value of all the chi-squares, except for 1l pack, is
greater than 0.05 (confidence level 95%). Thus we fail to reject the null hypothesis for 1l pack,
i.e., there is no relationship between gender and the perception of the quantity of SKU.
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 16/31
15
Similarly, we ran a number of statistical tests to check the relationship between various variables
(age, occupation, monthly income and location) and the perception of the quantity of SKU.
The results are as follows:
1. There is a relationship between the age of a respondent and their perception of the
quantity of SKU for (0.5l pack and 1l pack).
2. There is a relationship between the occupation of a respondent and their perception of
the quantity of SKU (for 0.5l pack and 1l pack).
3. There is no relationship between the monthly income of a respondent and their perception
of the quantity of SKU (for 0.5l pack and 1l pack).
4. There is no relationship between the location of a respondent and their perception of the
quantity of SKU for (0.5l pack and 1l pack).
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 17/31
16
The above Statistical test shows the relationship between the buying pattern and perception of
the 1l pack of the respondents.
H0: There is no relationship between the buying pattern and perception of the 1l pack of the
respondents.
H1: There is a relationship between buying pattern and perception of the 1l pack of the
respondents.
From the above results, we can see that the p value of all the chi-squares is less than 0.05
(confidence level 95%). Thus, we reject the null hypothesis. This shows that there could be a
relationship between the buying pattern and perception of the 1l pack of the respondents.
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 18/31
17
Since, we found our alternative hypothesis to be true, we conducted a number of statistical tests
to check the relationship between various variables (age, occupation, monthly income and
location) and the buying pattern for 1l SKU. The results are as follows:
1. There is a relationship between the age of a respondent and the buying pattern for 1l
SKU.2. There is a relationship between the occupation of a respondent and the buying pattern for
1l SKU.
3. There is a relationship between the monthly income of a respondent and the buying
pattern for 1l SKU.
4. There is a relationship between the location of a respondent and the buying pattern for 1l
SKU
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 19/31
18
Limitations
Barriers to communication
Limited time frame
Region to be covered is very large
Uninterested respondents
Only categorical data was present, continuous data like sales etc was absent so could not
perform further statistical test like t-test and Anova
Because of time- constraint data was collected from only a few important areas
Conclusion and Recommendation
From the qualitative analysis, we were able to identify a few key factors that could affect the
sales of a 1L SKU. Some of the findings included that the retailers could easily create demandfor the 1L SKU if they wished too (Product placement, recommendations to consumers are
important factors). But since PEPSI was not providing them any schemes on the 1L pack and
since the Goan population was largely price insensitive, they kept only a small stock of the
SKU(They were making profits on the 2L SKU).
From the Quantitative analysis it is observed that the people of Goa are frequent consumers of
soft drinks with an overwhelming majority consuming it 2-3times a week and Mountain Dew
being the most preferred brand. However, the 1L brand pack was consumed only 2-3 times a
month confirming PEPSI‟s concern of low sales. People considered creating awareness (and they
believe retailers play a huge role) as the most important factor for purchase and ease of
availability was also ranked highly. Comparing this with the results from our qualitative analysis
we can conclude that since the retailers did not stock the 1L SKU much and since they hardly
influenced the consumers to buy it (as the margin on it was low), consumer awareness about the
brand pack was low.
As far as the brand positioning is concerned, majority are of the opinion that the 1L brand pack is
ideal for 3 people. It is also seen that the 1l pack is mostly consumed during meals at home.
Hence, the positioning of the brand pack is more or less accurate with the 2L pack being the preferred party pack.
Based on the above conclusion, we would recommend PEPSICo the following:
a) Provide good schemes to the retailers on the PEPSI 1L pack to get them to stock more
b) Advertise the pack more so as to increase the awareness
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 20/31
19
c) Forge good relationships with the retailers. They are important as they can influence the
consumer demand greatly
d) Make the 1L SKU available at all stores, again for this, proper schemes should be
provided to them. Ease of availability is an important factor that people take into
consideration during purchase
e) Get the retailers to place the product in places which are visible to the customer. Product
placement is important
References
“Fast-Moving Consumer Goods: A Bright Future In India”-By:- DR M.SELVAKUMAR, M.Maria Jansi Rani, K.Jegatheesan
Source: Business and Economic Facts For You
Soft drinks in India (Industry profile): datamonitor.com
Carbonated Soft Drinks in Asia Pacific: marketlineinfo.com
Product Mix Strategies: FMCG in Indian Market Mohan kumar T.P. and Shivaraj B
RETAILING: The Indian challenge by Mala Morris
https://s.qualtrics.com/ControlPanel/
http://scholar.google.co.in/
http://search.epnet.com/
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 21/31
20
Appendices
Appendix A:
Questionnaire for the retailers:
QUESTIONNAIRE
Name: - ………………………………………………………………………………..
Address: - ………………………………………………………………………………..
………………………………………………………………................................................
Contact No: - ………………………………………………………………………………..
(1) Which type of outlet?
(a) General Store (b) Grocery
(c) Betel Shop (d) Sweet Shop
(2) Monthly sales (in Rs.)
(a) Less than 5000 (b) Between 5000 to 10,000
(c) 10,000 to 15,000 (d) Above 15,000
(3) Profiling of the customers visiting?
(a) Professionals (b) housewives
(c) students (d) businessman
(e) others
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 22/31
21
(4) Which age group visits your shop the most?
(a) 10-18 (b) 18-25
(c) 25-35 (d) >35
(5) Which brands of pepsi are available in the outlet?
(a) Pepsi cola (b) Mirinda (O)
(c) Mirinda (L) (d) 7’Up
(e) Slice (f) Mountain Dew
(6) Which other brands are available?
______________________________________________________________________________
__________________________________________________________________
________________________________________________________________________
(7) Number of carets sold per month of pepsi?
(a) 0 - 50 carets (b) 50 to 100 carets
(c) 100 to 150 carets (d) 150 to 200 carets
(8) Number of packs sold per month of pepsi?
(a) 0 - 50 (b) 50 to 100
(c) 100 to 150 (d) 150 to 200
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 23/31
22
(9) Number of crates sold per month of coke?
(a) 0 - 50 carets (b) 50 to 100 carets
(c) 100 to 150 carets (d) 150 to 200 carets
(10) Number of packs sold per month of coke?
(a) 0 - 50 (b) 50 to 100
(c) 100 to 150 (d) 150 to 200
(11) Schemes and discounts offered from Pepsi? Versus Coke? (Offers on crates and packs)
______________________________________________________________________________
_________________________________________________________________
________________________________________________________________________
(12) When a customer comes to your shop which brand of soft drinks does he/she demands? (Rank
them)
(a) Pepsi (b) Coca Cola
c) others (mention the brand)
(13) Do you know about all SKUs and respective wholesale price Pepsi soft drinks.
(a) Yes (b) No
(14) Which SKU is demanded most?
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 24/31
23
(a) 200 ml (b) 330 ml
(c) 600 ml (d) 1 l
(e) 2.25 l
(15) Margin on each SKU? Vs competitor
______________________________________________________________________________
______________________________________________________________________________
____________________________________________________________
(16) Which SKU’s are you willing to keep?
(a) 200 ml (b) 330 ml
(c) 600 ml (d) 1 l
(e) 2.25 l
(17) Which brand will you prefer to keep?
(18) Placement of the product in the shop? (layout design)
______________________________________________________________________________
______________________________________________________________________________
_________________________________________________________
(19) Any particular reason for placing competitor’s product at prime locations(visibility wise) in your
shop?
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 25/31
24
______________________________________________________________________________
______________________________________________________________________________
____________________________________________________________
(20) What is the response from distribution team of Pepsi products?(time lag)
(a) Very Good (b) Good (c) neutral
(d) Bad (e) Worse
(21) What is the frequency of the visit of Pepsi executive?
(a) Daily (b) Alternate Day
(c) Weekly (d) Fortnightly
(22) In your opinion which is the most significant factor that affects the sale most?
(a) Advertisement (b) Scheme
(c) ease of availability (d) Taste
(e) Price (f) appearance
(23) Which company Visi-Cooler do you have?
(a) Pepsi (b) Coca Cola
(c) Both (d) Own
(24) Have you been provided with sign board/display rack by Pepsi Company?
(a) Yes (b) No
(25) Have you been provided with sign board/display rack by competitor Company?
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 26/31
25
(a) Yes (b) No
(26) Do you have any dissatisfaction regarding the product. If yes then why?
_____________________________________________________________________________________
_______________________________________________________________________
(27) Please give any suggestion for improvement regarding distribution, branding, bottling etc.
_____________________________________________________________________________________
_______________________________________________________________________
_____________________________________________________________________________________
_______________________________________________________________________
(28) Impact of supermarkets/hypermarkets on your sales?
_____________________________________________________________________________________
_______________________________________________________________________
Thank You
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 27/31
26
Appendix 2:
Questionnaire for the consumers:
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 28/31
27
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 29/31
28
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 30/31
29
7/27/2019 C8 BRM Project
http://slidepdf.com/reader/full/c8-brm-project 31/31
Top Related