A BRIEF STUDY ON

ACTIVITY FOR PEPSI UNDERTAKEN AT

IN OR AROUND PATNA

Submitted to:

REGIONAL COLLEGE OF MANAGEMENT

(AUTONOMOUS)
MASTER OF BUSINESS ADMINISTRATION
2009 – 2011

Under the Guidance of Submitted by:

SHASHI BHUSHAN KUMAR
Asst. prof. Subhash chandra nath MBA
Roll No.–0906247151
(MARKETING) Session–2009 – 2011

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA
 CERTIFICATE OF ORIGINALITY OF

ORGANIZATION

This is certified that Mr. SHASHI BHUSHAN KUMAR enrollment no.

0906247151.
He has completed their summer training successfully and done the
project ''SALES PROMOTION AND MARKET RESEARCH IN HAZIPUR
UNDER LUMBANI BEVERAGE PVT.LTD’’ [PEPSI].
During this project his performance is excellent.

To the best of my knowledge and beliefs this project is the

Outcome of his study and hard work. It has not been submitted anywhere
Else in the past.

TDM
Binay kumar .............................
Signature

DEDICATED TO MY RESPECTED PARENTS

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 Love, Care, Respect, and all that is not a matter of

Advertisement

I am not in any way, intending to advertise my feeling towards my

Parents

I am yearning indeed, to dedicate my project report to my PARENTS

PREFACE

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 The Indian economy line developing economies, is a market Oriented

economy. In the earlier stage, production in many fields becomes specialized

first by product and later by the process. As the speed of this development

increased, Producer and customer, as well as central production and

consumption become more Separate and complex. The present market is

becoming more consumers oriented. By The beginning of the coming century

the market will get drastic change. The successful brand service will be thus

presented in such a way that buyer perceive in them special value, which

match their needs. The challenger will be to suntain those values in The face

of ever intensifying competition. Marketing is an important function area of

Business. It is one of important live activities that direct the .

flow of goods and service From producer to the customer. The success of any

firm is largely determined by its Success in selling goods on a large scale to a

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

larger group of the people. At the same Time it must import satisfaction

service and contribute to the up liftment of the living of the society. This

project report on the sales promotion and market report activities Of PepsiCo

India Ltd – in or around Hazipur for Lumbiny Beverage Pvt. Ltd., Hazipur,

Vaishali {Bihar}. The market of Indian soft drink that is value at Rs. 1500 cr,

has never Witnessed such a throat cut competition Price to the entry of global

has been flying fat and furious ever since. During my Eight Week project

training, I was provide an excellent opportunity to study and analyze the

Distribution channel. This analysis provides me Ability to understand the

market practically and I got theoretical knowledge.

ACKNOWLADEMENT

Exchange of ideas generates a new object, which help a person to work in a b

When a person is help and co-coordinated by others, his heart owes a debt of gra
communicative appreciation. This project report is an outcome of the project done

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

partial fulfillment of the requirement for M.B.A. degree. I thankful acknowled
maker of M.B.A. for providing us the opportunity during the course to have a glim
enterprise in a way of practical training before finally making into the professiona
show our efficiency and capability. This report bears the imprint of many Persons.
first express deep sense of gratitude to our director Mr. NIRMAL AGRAWAL
been the constant source for inspiration to us?

I express my profound sense for gratitude to my

guide Mrs. Momita Ghosh (mkt) and Shashi Tiwari (H.O.D) for all the encourag
inspiration given to me during the preparation of this report and having made
critical comment on it.

I would be failing from my duty if I do not express

my gratitude to all faculty member for all the encouragement and inspiration gi
during the preparation of project report and for their valuable teaching and
throughout.

I can not express my gratitude in words to Mr. Binay Kumar(TDM) patna of M/s
Beverage pvt ltd, Hazipur. I am highly indebted to him forhis keen interest sho
project.

I am also grateful to Mr. N.K.Prasad – HRD Manager, Mr.

Manish Sahay – MDM, Mr.Shashank Tiwari-- CE, and PSR – MD. Firoj of
Beverages Pvt. Ltd. Hazipur, for giving me opportunity to learn and conduct resear
esteemed org. These words are too little to express my gratitude to them.

Last but not the least, most of my all gratitude and honor
accrue parents for their unfailing love and support during exhaustive
period of this work. No words can express my feeling for them and
for sacrifices they have made.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 …………………………….
(Signature)
Shashi bhushan kumar

TABLE OF CONTENT

UNIT –1
• Introduction
• Objective of the study
• Information and Relevance of the study
• Research Methodology
• Limitation of the study

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 UNIT - 2
• History of PEPSI
• History of Soft Drink
• History of PEPSI in Bihar
• History of Lumbani Beverage pvt. ltd.
• Organizational structure of Lumbani Beverage pvt. ltd. in
Hazipur

UNIT - 3
• Market Survey
• Study of product
• Price list of products
• Study on retailers
• Study of distribution channels

UNIT – 4
• Sales Promotion Method
• Limitation of Sales Promotion
• Kinds of Sales Promotion
• Sales Promotion in L.B.P.L.

UNIT – 5
• Finding and Conclusion
• Suggestion

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 • Bibliography
• Questionnaire

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

UNIT –1
• Introduction
• Objective of the study
• Information and Relevance of the study
• Research Methodology
• Limitation of the study

INTRODUCTION OF STUDY

Management is a course which teaches the student to get the work

done properly from different available resource viz, man, machine,

Material, money, etc. So that there can be a satisfaction from the

Organization side and worker side who had a significant role in

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

achieving success. So for the fulfillment of the management

course, it gives emphasis to project report and student becomes

organized, learn how to plan in practical terms rather in terms of

theory only. A student tends to develop analytical and problem

solving skills, we necessarily becomes motivated and competitive.

In fact all the learning that goes on for the two years terms

becomes so much part of our thinking that we develop a well

rounded personality.

Soft drinks were started with the idea of quenching the thrust of the person

traveling. It was also felt that reliable pure water is not always available

everywhere. So people would depend on packed bottle and with the idea its

makers made these soft drinks available mostly at those places where water

was not available that is on highways and long distance trains.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 Soft drink is a typical consumer product which is

generally purchased by consumer for preventing thirst

in summer and also for refreshment. Different type of

soft drinks is available in the market and more or less

the content of all soft drinks are identical. So the

market of soft drink is facing a high competition and

many companies are floating in the market with their

product. In such a situation different factors which

influence the people choice for soft drinks are e.g.

Taste, Quality, Image Easy availability of the product

cost and advertisement.

The two trading companies Pepsi and Coke have expended most of

their energies on widening consumption that is getting new drinks into the

field. This is reflected in the massive surge in distribution cover, which is now

expected to group to 8.5 lack outlets by the end of this year.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 The contents of both brands (Pepsi and Coke) more or less same and

where two brands differ little from each other in taste or flavor marketers will

position against each other in terms of ontological differences.

A war of different image of reality than ensures. Ontology is that

branch of philosophy that asks what is real. Now the question is what is meant

by real in case of Cola wars. Real is that which is infinite and eternal. This is

not a definition proposed by religious leader and philosopher.

Coke claims that reality is to be found in the past. It is the real thing

because the formula for Coke is a timeless, mystery, secret like a law of

nature. Coke is appealing to the mystique of origin to the myth of the golden

age. This is the mythical timeless period before time began.

Coke's great marketing fiasco was new coke if Coke is the real
thing. It cannot change a product called new Coke suggested that either Coke
was not truly the real thing or that new Coke was an importer.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 Catching on that new Coke had challenged that company basic
ontological appeal. Coke to the original formula calling it Coke Classic.

Pepsi on other hand claims the value not of the past but of the future
with its mystique of progress, science and technology the metaphysics of
progress began to be popular in the middle of the 19th century. Philosopher like
Hegel believed that reality the infinite and eternal is not to be found at the
beginning but at the end of time and history.

The market of soft drink in India has become very competitive. In

this competitive environment if a company wants to have edge over it must
have a good distribution strategy and better marketing service compare to its
rival.

OBJECTIVE OF THE STUDY

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

A project cum training is an essential part of MBA curriculum. This study was
conducted on “Sales Promotion and market research’’ in Vaishali for PEPSI
India.

On the following objectives survey was undertaken:-

1. To identify the organizational features of Pepsi.

2. To identify the company position in soft drink market.

3. To find out the promotional activities of competitors.

4. To find out retailers attitude when they are given promotion.

5. To examine the reason why retailer is interested to sale particulars.

6. To find out the market shares of Pepsi against its competitors.

7. To search new retailers for sales promotion of Pepsi.

8. To study the role of distributor in creating and increasing sales.

9. To study the marketing strategies of Pepsi International.

IMPORTANCE AND RELEVENCE OF THE STUDY

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

This Six Weeks training in an organization for partial fulfillment of MBA
Program, which is very much important for a student of MBA. This business
Administration course is not answer of all problems, which arise in practical
field. There are no certain formula for any particular problem but the aim of
this study is to develop the ability of decision-making. Right decision at right
time it self helps an organization to run smoothly.

The training in any organization gives us an idea of different

marketing activities And main emphasis is given on “Sales promotion and

Market Research” aspect and also it is how business is taken tactfully

when any problem comes to an executive so the way of problem solving,

right decision making and knowledge of different types of advertisement

and marketing activities gave much importance to the study. Though only

Eight weeks it was not possible to understand it, so deeply but an overall

idea could be developed.

RESEARCH METHODOLOGY

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 Research Methodology is the producer for conducting the research.
Research Methodology should be carefully planned as accuracy. reliability
and adequacy of result depend on the research methodology followed. It gives
the researcher a guideline by which he can decide , which techniques and
procedures will be applicable to a given problem. Moreover, it also helps in
the evaluation of the research by other also. So far he research to be
purposeful and effectives.

RESEARCH APPROACH:--

In the competitive market of Vaishali Research becomes

indispensable. During My summer training, I was assign to further

information about product’s Knowledge, role of dealer and the

competitors stand in the market.

As the time for the training is limited, the period of my project

is Restricted to 45 days. For collecting the relevant information, I used

survey method, interviewing dealers and retailers in a planned manner with

the help of questionnaire.

RESEARCH DESIGN:--

Research Design is the blue print to study any problem. It is a plan for

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

collection, analysis and interpretation of the data in a manner that is

relevant to the research purpose with economy in procedure.

The following are the different types of research design:--

• Exploratory Research Design.
• Descriptive Research Design.
• Diagnostic Research Design.
• Experimental Research Design.

EXPLORATORY RESEARCH DESIGN

All marketing researcher project must start with exploratory

research. The major emphasis is laid on the discovery of ideas and

insights. The exploratory study is particularly helpful in breaking broad

and vague problems into smaller , more Precise, sub-problem statement

hopefully in the form of specific hypothesis.

In the nut shell, we can say that exploratory study is the helpful in
formulating Hypothesis for the further research. In general,
exploratory research is appropriate for any problem in which a very
little knowledge is available.

DATA SOURCE

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

All the data is collected from two sources:--

• Primary Sources and

• Secondary Sources

The source of Primary Data are as follows:--

• Personal interaction with the various executives of Pepsi Co.

• Discussion with academic and organization guides.
• Personal observation carried out at Pepsi co and gathering
information,
through structured questionnaire.

The source of Secondary Data are as follows:--

• Company profiles and journals.

• Companies marketing manuals and magazines.
• Pepsi Co news etc.

Sampling Plan:-

After defining the research approach and instrument I

design a sampling plan as follow:--

• Sample size: --- Retailer dealing with cold drink.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 • Sample size:--- 300 (three hundred) retailers are interviewed

for the

• Purpose of research through questionnaire.

• Data Collection Tools:-

Due to illiteracy among the retailers I used schedule containing closed

and open ended question.

Stages Involved in the Study:-

(1) Collection of list of retailers.

(2) Division of retailer on the basis of channels.

(3) Collection of information through schedule.

(4) Analysis of whole information on channel basis.

(5) Draw the conclusion.

(6) Recommendation.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 LIMITATION

Although all the efforts have been taken to make the results of survey accurate

as possible the survey suffers from following limitations.

(i) Shorted of time factor was not sufficient to cover the varies aspect

outlined in the study because the area of research was a very wide.

(ii) As no stipend has been given to me so it was very

difficult to conduct the survey a wide range.

(iii) Transcription error pertinent during the research work.

(iv) During survey I found some retailer refocused in answering first of

all because they had no interest in such sort of work that consumed

their time but after being convinced motivated by me the got ready

to give the answer.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

UNIT - 2
• History of PEPSI
• History of Soft Drink
• History of PEPSI in Bihar
• History of Lumbani Beverage pvt. ltd.
• Organizational structure of Lumbani Beverage pvt. ltd. in
Hazipur

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 HISTORY OF PEPSICO

Pepsi has one of the most intriguing histories of any product on the

market. From its humble beginnings the people of Pepsi make the

story what it is - including its inventor, customers, competition,

corporate managers, salesmen, distributors, cartoon spokes-persons

and including some of the biggest names in entertainment history.

There have been good times and bad times - plus lots and lots of

changes over the years. If you enjoy Pepsi, you'll enjoy the stories
of the people who have made it possible.

PepsiCo is one of the largest companies there is that is engaged in

the food, beverage, and snack industries. Their address is 700

Anderson Hill Road, Purchase, N.Y. 10577. Their phone number is

914-253-2000 and their fax number is 914-253-2070.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

Their stock symbol is PEP and they are listed on the NYSE. Business

Summary: PepsiCo, Inc. is engaged in the snack food, soft drink,

juice, and fast food franchise businesses. The Company, through

its subsidiaries, markets, sells and distributes various snacks in the

United States and internationally, manufactures concentrates of

Pepsi, Mountain Dew and other brands for sale to franchised

bottlers in the United States and international markets and

produces, markets, sells and distributes juices under several

Tropicana trademarks in the United States and internationally.

PepsiCo’s domestic snack food business is conducted by Frito-Lay

North America, and its international snack food business is

conducted through Frito-Lay International. The Company's soft

drink business operates as the Pepsi-Cola Company and is

comprised of two business units, Pepsi-Cola North America

(PCNA) and Pepsi-Cola International (PCI). In December 2000,

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

the Company announced an agreement under which a subsidiary of

PepsiCo will merge with The Quaker Oats Company, and Quaker

will become a wholly owned subsidiary of PepsiCo. Quaker is a

large worldwide marketer of foods and beverages. It manufactures

and markets Gatorade thirst quencher, along with hot cereals,

pancake syrups, grain-based snacks, cornmeal, hominy grits and

value-added rice products. The proposed merger is subject to

certain closing conditions, including approval by shareholders of

both companies and regulatory approvals. The transaction is

expected to close in the first half of 2001. PepsiCo also operates

several food franchises including Pizza Hut, KFC, and Taco Bell.

Financial Summary: PepsiCo, Inc. manufactures markets and sells

soft drinks and concentrates (Pepsi-Cola, Mountain Dew, Slice,

etc.), snack foods (Frito-Lay) and Tropicana branded juices.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

For the 12 weeks ended 3/24/01, net sales increased 8% to $4.54

billion. Net income increased 18% to $498 million. Revenues

benefited from volume gains across all divisions. Net income also

reflects an increased gross profit due to higher effective net

pricing. (See above for other operations)

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 Pepsi Phrases
The Pepsi marketing phrase has also changed many

times. The marketing folks at the company felt free

to invent new phrases whenever they thought the

public would be receptive to the change.

1909-1939: Delicious and Healthful

1939-1950: Twice As Much For A Nickel Too
1950-1963: The Light Refreshment
1953-1961: Be Sociable
1961-1963: Now It's Pepsi For Those Who Think Young
1963-1967: Come Alive! You're In The Pepsi Generation
1967-1969: Taste That Beats The Others Cold
1969-1973: You've Got A Lot To Live, Pepsi's Got A Lot To Give
1973-1975: Join The Pepsi People Feelin' Free
1975-1978: Have A Pepsi Day
1978-1981: Catch That Pepsi Spirit
1981-1982: Pepsi's Got Your Taste For Life!
1983-1983: Pepsi Now!
1984-now: Pepsi, The Choice Of A New Generation

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA
 Historical Events

1898
Caleb Bradham, a New Bern, North Carolina pharmacist, renames "Brad's
Drink," a carbonated soft drink he's created to serve his drugstore's fountain
customers. The new name, Pepsi-Cola, is first used on August 28.

1902
Bradham applies to the U.S. Patent Office for a trademark for the Pepsi-Cola
name.

1903
In keeping with its origin as a pharmacist's concoction, Bradham's advertising
praises his drink as "Exhilarating, invigorating, aids digestion."

1905
A new logo appears, the first change from the original in 1898.

Pepsi-Cola's first bottling franchises are established in Charlotte and Durham,

North Carolina.

1906
Pepsi gets another logo change, the third in eight years. The modified script
logo is created along with the slogan, "The Original Pure Food Drink." There
are 15 U.S. Pepsi bottling plants. The Pepsi trademark is registered in Canada.
Syrup sales rise to 38,605 gallons.

1907
The Pepsi trademark is registered in Mexico.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

1909
Automobile racing pioneer Barney Oldfield becomes Pepsi's first celebrity
endorser when he appears in newspaper ads describing Pepsi-Cola as "A bully
drink - refreshing, invigorating, a fine bracer for a race." The theme
"Delicious and healthful" appears, and will be used intermittently over the
next two decades.

Historical Events - 1920

1920
Pepsi appeals to consumers with "Drink Pepsi Cola. It will satisfy you."

The price of sugar on the New York Stock Exchange reaches 26 cents per
pound. Bradham gambles on the price going higher and buys large stocks of
sugar. By the end of the year, sugar demand slows on the open market and the
price drops to a catastrophic low of two cents per pound.

1923
Pepsi-Cola Company is declared bankrupt and its assets are sold to a North
Carolina concern, Craven Holding Corporation, for $30,000.

Roy C. Megargel, a Wall Street broker, buys the Pepsi trademark, business
and goodwill from Craven Holding Corporation for $35,000, forming the
Pepsi-Cola Corporation.

1934
Pepsi begins selling a 12-ounce bottle for five cents, the same price charged
by its competitors for six ounces.

1939
A newspaper cartoon strip, "Pepsi & Pete," introduces the theme "Twice as
uch for a nickel" to increase consumer awareness of Pepsi's value advantage.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

1940
Pepsi makes advertising history with the first advertising jingle ever broadcast
nationwide. "Pepsi-Cola hits the spot/Twelve full ounces that are a lot/Twice
as much for a nickel; too/Pepsi-Cola is the drink for you." "Nickel, Nickel"
will eventually become a hit record and will be translated into 55 languages.

CEO Walter Mack adopts the standardized, embossed twelve-ounce bottle,

which debuts with the "Pepsi-Cola" label blown and baked into the glass. A
new logo, with more rounded script letters, is adopted.

Mack sponsors a nationwide essay contest which ultimately leads to the hiring
of Allen McKellar and Jeannette Maund, among the first African Americans
hired in a professional capacity by a major U.S. corporation.

1941
In support of America's war effort, Pepsi changes the color of its bottle crowns
to red, white and blue. A Pepsi canteen in Times Square, New York, operates
throughout the war, enabling more than a million families to record messages
for armed services personnel overseas.

1943
The "Twice as much" advertising strategy expands to include the theme
"Bigger drink, better taste."

1946
World War II demands that sugar be rationed again. To counter the effects of
rationing, Mack purchases a sugar plantation in Cuba, which proves to be a
highly profitable venture.

Pepsi's theme line becomes "Bigger Drink, Better Taste."

Pepsi-Cola moves into Latin America.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

1947
International profits reach $6,769,000. Pepsi moves into the Philippines and
Middle East.

1948
Corporate headquarters moves from Long Island City, New York, to midtown
Manhattan.

1949
"Why take less when Pepsi's best?" is added to "Twice as much" advertising.
Pepsi's theme line appeals to Pepsi lovers during hard times with "Why take
less when Pepsi's best?"

Former U.S. Secretary of Commerce, the late Ron Brown, becomes the first
African American to appear in a national consumer campaign when Pepsi
initiates a campaign targeting the African-American market.

1950
Alfred N. Steele becomes President and Chief Executive Officer of Pepsi-
Cola. Mr. Steele's wife, Hollywood movie star Joan Crawford, is instrumental
in promoting the company's product line.

Pepsi-Cola's advertising keeps pace with consumer tastes as Steele pioneers

the promotion of Pepsi-Cola as an experience rather than a bargain. The
"Twice as much for a nickel" slogan gives way as "More Bounce to the
Ounce" takes Pepsi into the energetic decade.

1953
Americans become more weight-conscious, and a new strategy based on
Pepsi's lower caloric content is implemented with "The Light Refreshment"
campaign.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

1954
"The Light Refreshment" evolves to incorporate "Refreshing without Filling."

1956
A total of 149 Pepsi-Cola bottling plants operate in 61 countries outside the
U.S.

1958
Sometimes referred to as "the kitchen cola," as a consequence of its longtime
positioning as a bargain brand, Pepsi now identifies itself with young,
fashionable consumers with the "Be sociable, have a Pepsi" theme. A
distinctive "swirl" bottle replaces Pepsi's earlier straight-sided bottle.

1959
Soviet Premier Nikita Khrushchev and U.S. Vice President Richard Nixon
meet in the soon-to-be-famous "kitchen debate" at an international trade fair.
The meeting, over Pepsi, is photo-captioned in the U.S. as "Khrushchev Gets
Sociable."

1961
Pepsi further refines its target audience, recognizing the increasing importance
of the younger, post-war generation. "Now its Pepsi, for those who think
young" defines youth as a state of mind as much as a chronological age,
maintaining the brand's appeal to all market segments.

Harvey C. Russell joins Pepsi-Cola, becoming the first African American

named a Vice President in a major U.S. corporation.

1962
Pepsi receives its new logo, the sixth in Pepsi history. The "serrated" bottle
cap logo debuts, accompanying the brand's groundbreaking "Pepsi
Generation" ad campaign.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

1963
In one of the most significant demographic events in commercial history, the
post-war baby boom emerges as a social and marketplace phenomenon. Pepsi
recognizes the change, and positions Pepsi as the brand belonging to the new
generation - The Pepsi Generation. "Come alive! You're in the Pepsi
Generation" makes advertising history. It is the first time a product is
identified, not so much by its attributes, as by its consumers' lifestyles.

1964
A new product, Diet Pepsi, is introduced into Pepsi-Cola advertising.

1965
Expansion outside the soft drink industry begins. Frito-Lay of Dallas, Texas,
and Pepsi-Cola merge, forming PepsiCo, Inc.

Military 12-ounce cans are such a success that full-scale commercial

distribution begins.

Mountain Dew launches its first campaign, "Yahoo Mountain Dew. It'll
tickle your innards."

1966
Diet Pepsi's first independent campaign, "Girl watchers," focuses on the
cosmetic benefits of the low-calorie cola. The "Girl watchers" musical theme
becomes a Top 40 hit. Advertising for another new product, Mountain Dew, a
regional brand acquired in 1964, airs for the first time, built around the
instantly recognizable tag line, "Yahoo, Mountain Dew!"

1967
When research indicates that consumers place a premium on Pepsi's superior
taste when chilled, "Taste that beats the others cold. Pepsi pours it on"
emphasizes Pepsi's product superiority. The campaign, while product-

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

oriented, adheres closely to the energetic, youthful lifestyle imagery
established in the initial Pepsi Generation campaign.

1969
"You've got a lot to live. Pepsi's got a lot to give" marks a shift in Pepsi
Generation advertising strategy. Youth and lifestyle are still the campaign's
driving forces, but with "Live/Give," a new awareness and a reflection of
contemporary events and mood become integral parts of the advertising's
texture.

1972
Preliminary trade agreement is signed between the U.S.S.R. and PepsiCo, Inc.

1973
"Join the Pepsi people, feelin' free" captures the mood of a nation involved
in massive social and political change. It pictures us the way we are - one
people, but many personalities.

Pepsi receives its new logo, the seventh in Pepsi history. The logo evolves
into a boxed look with minor typeface changes occurring throughout the next
decade.

The third Mountain Dew slogan, "Put A Little Yahoo in Your Life,"
debuts.

1974
First Pepsi plant opens in the U.S.S.R.

Television ads introduce the new theme line, "Hello, Sunshine, Hello, and
Mountain Dew."

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

1975
The Pepsi Challenge, a landmark marketing strategy, convinces millions of
consumers that Pepsi's taste is superior.

Pepsi Light, with a distinctive lemon taste, introduces an alternative to

traditional diet colas.

The two-liter Plastishield bottle is introduced.

1976
"Have a Pepsi day" is the Pepsi Generation's upbeat reflection of an
improving national mood. "Puppies," a 30-second snapshot of an encounter
between a very small boy and some even smaller puppies, becomes an instant
commercial classic.

1979
With the end of the '70s comes the end of a national malaise. Patriotism has
been restored by an exuberant celebration of the U.S. bicentennial, and
Americans are looking to the future with renewed optimism. "Catch that
Pepsi spirit!" catches the mood and the Pepsi Generation carries it forward
into the '80s.

1982
With all the evidence showing that Pepsi's taste is superior, the only question
remaining is how to add that message to Pepsi Generation advertising. The
answer? "Pepsi's got your taste for life!" a triumphant celebration of great
times and great taste.

1983
The soft drink market grows more competitive, but for Pepsi drinkers, the
battle is won. The time is right and so is their soft drink. It's got to be "Pepsi
Now!"

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

1984
A new generation has emerged - in the United States, around the world and in
Pepsi advertising, too. "Pepsi. The Choice of a New Generation" announces
the change, and the most popular entertainer of the time, Michael Jackson,
stars in the first two commercials of the new campaign. The two spots quickly
become "the most eagerly awaited advertising of all time."

Lemon Lime Slice, the first major soft drink with real fruit juice, is
introduced, creating a new soft drink category, "juice added." In a
subsequent line of extensions, Mandarin Orange Slice goes on to become the
number-one orange soft drink in the U.S. Diet Pepsi is reformulated with
NutraSweet (aspartame) brand sweetener.

1985
Lionel Ritchie leads a star-studded parade into "New Generation" advertising
followed by pop music icons Tina Turner and Gloria Estefan. Sports heroes
Joe Montana and Dan Marino are part of it, as are film and television stars
Teri Garr and Billy Crystal.

Geraldine Ferraro, the first woman nominated to be vice president of the U.S.,
stars in a Diet Pepsi spot. And the irrepressible Michael J. Fox brings a special
talent, style and spirit to a series of Pepsi and Diet Pepsi commercials,
including a classic, "Apartment 10G."

By the end of the year, the New Generation campaign earns more than 58
major advertising and film-related awards. Pepsi's campaign featuring
Ritchie is the most remembered in the country, according to consumer
preference polls.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

1986
7-Up International is acquired in Canada.

"Dew It Country Cool" becomes the new slogan for Mountain Dew. Pepsi
broadens Mountain Dew popularity with the introduction of Diet Mountain
Dew. Mountain Dew is the sixth-largest brand in the industry, supporting
double-digit growth annually for the past eight years.

1987
After an absence of 27 years, Pepsi returns to Times Square, New York, with
a spectacular 850-square-foot electronic display billboard declaring Pepsi to
be "America's Choice."

1988
Michael Jackson returns to "New Generation" advertising to star in a four-
part "episodic" commercial named "Chase." "Chase" airs during the
Grammy Awards program and is immediately hailed by the media as "the
most-watched commercial in advertising history."

1989
"The Choice of a New Generation" theme expands to categorize Pepsi users
as "A Generation Ahead!"

In a widely praised initiative designed to help stem the severe dropout

problem in U.S. high schools, Pepsi-Cola launches the pilot phase of a multi-
million-dollar program, the Pepsi School Challenge, in inner-city schools in
Dallas and Detroit.

Pepsi-Cola introduces an exciting new flavor, Wild Cherry Pepsi.

1990
Teen stars Fred Savage and Kirk Cameron join the "New Generation"

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

campaign, and football legend Joe Montana returns in a spot challenging other
celebrities to taste-test their colas against Pepsi. Music legend Ray Charles
teams up with Uh-Huh Girls. The slogan for Diet Pepsi is modified to "You
Got The Right One Baby, Uh-Huh."

Craig E. Weather up is named CEO of Pepsi-Cola North America, as

Canada becomes part of the company's North American operations.

Pepsi-Cola unveils its new logo, the eighth in 93 years. To foster the earlier
scripted logo's sense of movement, "Pepsi," now in italic capital typeface, is
removed from a smaller blue and red Pepsi swirl and runs vertically up the
package.

The Pepsi School Challenge wins the U.S. Department of Labor "LIFT"
Award for its efforts to improve education and academic achievement of
students preparing for the workforce of tomorrow.

1991
"You got the right one baby" is modified to "You got the right one baby, uh-
huh!" The "Uh-Huh Girls" join Ray Charles as backup singers and a campaign
soon to become the most popular advertising in America is on its way.
Supermodel Cindy Crawford stars in an award-winning commercial made to
introduce Pepsi's updated logo and package graphics.

1992
Celebrities join consumers, declaring that they "Gotta have it." The interim
campaign supplants "Choice of a New Generation" as work proceeds on new
Pepsi advertising for the '90s. Mountain Dew growth continues, supported by
the antics of an outrageous new Dew Crew whose claim to fame is that,
except for the unique great taste of Dew, they've "Been there, done that, tried
that."

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

pepsi-Cola Company implements the "Right Side Up" philosophy, where
the customer and frontline employees are at the top of the organization.

Publisher Earl Graves and basketball superstar Earvin "Magic" Johnson are
appointed Pepsi-Cola franchisees for the Washington, D.C. market. Their new
company quickly becomes one of the largest African American-run
companies in the U.S.

1993
"Be young, have fun, drink Pepsi" advertising starring basketball superstar
Shaquille O'Neal is rated as best in U.S.

1994
New advertising introducing Diet Pepsi's freshness dating initiative features
Pepsi CEO Craig Weather up explaining the relationship between freshness
and superior taste to consumers.

1995
In a new campaign, the company declares "Nothing else is a Pepsi" and takes
top honors in the year's national advertising championship.

Starbucks and Pepsi team up with the North American Coffee Partnership and
launch Mazagran, a carbonated coffee drink.

Pepsi enters the dairy beverage category with Smooth Moos smoothies.

1996
In February of this year, Pepsi makes history once again by launching one of
the most ambitious entertainment sites on the World Wide Web. Pepsi world
eventually surpasses all expectations, and becomes one of the most launched
and copied sites in this new medium, firmly establishing Pepsi's presence on
the Internet.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

1997
In the early part of the year, Pepsi pushes into a new era with the unveiling of
the Generation campaign. Generation is about everything that is young and
fresh, a celebration of the creative spirit. It is about the kind of attitude that
challenges the norm with new ideas, at every step of the way.

1998
Pepsi continues its popular "Generation" campaign with spots that include:
Goose, Gnat and Stunt Driver (featuring racing superstar Jeff Gordon).

In 1998 Pepsi launches its new look, called "Globe," which prominently
features a stylized, three-dimensional Pepsi Globe set against a blue ice
backdrop. It affects all can, bottle, and multican packaging for Pepsi, Diet
Pepsi, Caffeine Free Pepsi and Caffeine Free Diet Pepsi.

1999
"The Joy of Cola" new advertising campaign for Brand Pepsi features the
voices of actors Marlon Brando, Isaac Hayes and "Queen of Soul" Aretha
Franklin. The spots also feature child actress Hallie Eisenberg as the "Little
Girl."

Pepsi and Lucasfilm team up again as "Star Wars: Episode I - The Phantom
Menace" hits movie theaters. Consumer excitement surrounding the long-
awaited return of the Star Wars series is heightened as special Pepsi bottles
and cans offer 24 different Star Wars characters. The collection series includes
a gold Yoda can.

Pepsi recruits its first "spokesalien" Marfalump to star in its commercials

supporting the campaign. Marfalump, who was created by BBDO and George
Lucas' Industrial Light and Magic company, has two great passions: Pepsi and
Star Wars. The spots, titled "Landing" and "Play Acting," illustrate the great
lengths the young alien will go to enjoy both of his passions.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

Pepsi-Cola North America welcomes Gary Rodkin as President and CEO.

In a dramatic restructuring of the business, Pepsi announces one of the largest

IPOs in history. On March 31, 1999, The Pepsi Bottling Group, Inc. (PBG)
becomes a publicly traded company and Pepsi's largest bottler. PBG is headed
by President and CEO Craig Weather up.

The new look replaces Pepsi's current pedestal logo with a new brand identity
that also more prominently features the Pepsi Globe against a blue
background.

Pepsi celebrates its centennial year with a birthday party that is attended by
Pepsi-Cola bottlers from all over the world. Joining the festivities are Pepsi
stars and friends including Ray Charles, Kool and the Gang and the Rolling
Stones.

President and Mrs. George Bush, Lady Thatcher and Walter Cronkite also
help to commemorate the occasion where Pepsi's legacy is honored and a new
look for the millennium is unveiled. The three-dimensional globe against an
ice blue background becomes the universal symbol for one Pepsi family -
poised for innovation and world leadership as it enters the new century.

2000
Faith Hill, Sammy Sosa and Ken Griffey Jr. - three of the hottest names in
entertainment - signed new deals to endorse Pepsi-Cola products. Singing
sensation Faith Hill, who has rocked the charts with her top 10 hits, stared in a
new "Joy of Cola" ad with "Pepsi Girl" Hallie Eisenberg.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

The ad debuted during the March 26 Academy Awards broadcast. Major
League Baseball All-Stars Sammy Sosa and Ken Griffey Jr. also stepped up to
bat in new Pepsi commercials. In addition to the ads, each slugger was be
involved in Pepsi's "Taken' it to the Fields" youth baseball and softball
programs, as well as appeared on in-store promotional materials for the brand.

From Boston to San Francisco and everywhere in between, consumers' cola

choice is clear. In more than 30 markets currently conducting the Pepsi
Challenge, the tastes of Pepsi and Pepsi ONE are preferred over Coke
products in every market, especially in Philadelphia, Dayton, Tucson, San
Antonio and Seattle. In a cross-promotion designed to further engage youth in
our products, consumers who take the Pepsi Challenge receive "starter points"
for this summer's "Choose Your Music" program. Participants can also have
their photos taken and posted online at www.pepsi.com, driving traffic to and
awareness of Pepsi's Internet site.

2001
Pop superstar Britney Spears appears in her first Pepsi commercial during the
2001 Academy Awards. The high-energy spot also runs online, where more
than 2 million fans click their way to Britney's own version of "The Joy of
Pepsi."

Pepsi Stuff.com lets consumers redeem points from specially marked

packages of Pepsi products for more than a half-million cool prizes, and
proves to be Pepsi's most popular online promotion ever.

Colombian singing sensation Shakira stars in a series of new commercials for

Pepsi just as her debut English-language album hits stores in the U.S. At the
same time, Pepsi agrees to sponsor the Latin pop star's worldwide concert
tour.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA
 History Of Soft Drink in India

Introduction of soft drink in the name of Coca-Cola was first created inl886 in

U.S.A. Dr. John. S. Perferton perfected the formula for coca-cola.

The Parle came up by introducing Gold Spot in orange flavor. At that time it

was really a challenging task for Parle to position i.e. Gold Spot in the market

against Coca-Cola because people were habituated of using foreign brands. So

first of all it was launched in Bombay and free sampling was down in hotels,

restaurants, office and clubs to make the people aware about the taste and

quality because it was quite different from Coca-Cola in these two attributes.

After a tedious effort of about 20 years it succeeded in establishing its

separate identity. It increased its production unit upto 29 it was than Coca-

Cola that had only 23 production unit at that time.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

Thus Coca-Cola was the first foreign brand introduced in India during 1965

and the first Indian branded Soft drink Gold Spot which was launched in the

later part of 1940's.

During the region of Janata Party in 1978, the Indian Government cancelled

the collaboration with USA Coca-Cola Company. So the Coca-Cola Company

decided to wind up its operation than bowing to Indian Government.

This was the factor accelerated the growth of several Indian company who had

aggressively competing with each other to capture the market share of the

Indian soft drinks market.

Now soft drinks entered into the market in tetra package i.e. Frooti, Jumpin

(Godrej) and they are started grasping the market share of soft drinks in the

absence of Coca-Cola giant.

M.N.C. globally known as P.CI. (Pepsi-Cola International) entered in the

Indian market with the name of P.F.L. (Pepsi Food Limited). Both Pepsi and

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

Parle was the main bottler in India. There was a cut throat competition

between them.

Now Coca-Cola has entered into the market again and has acquired Parle

Export Pvt. Ltd. Thus in India Coca-Cola has become the close competitor of

Pepsi Food Ltd. and they are fighting each other. With more than 3,000

employees and Plants (20 owned and franchised) Pepsi sells upwards 165

millions cases annually through 850,000 retail outlets across the country. It

has more than 30,5,000 visi-cooler in the market. It generated annual sales of

approximately Rs. 3000 crore.

Its advertisement budget is 70-75 crore and its advertising agency is

Hindustan Thompson Association (H.T.P.) one of the oldest advertising

agency of India Mumbai based. The head quarter of Pepsi is Atlanta.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 HISTORY OF SOFT DRINK IN BIHAR

The soft drinks market in Bihar largely confined to urban centers.

Even in sub-urban or outskirts of a city one does not come across people

take to such beverages and instance of shops in these areas keeping these

types of drink are not many and the tendency of people in another

important thing. Moreover the package which a companies soft drinks,

retailing in faced with limitation. Therefore limit the size and growth of

the markets. Bottling companies seem to have been concentrating

specific regions only, what so ever their products are:--

There are big companies operating business in Bihar:--

1. Rushabh Marketing Ltd., a unit of Steel City Beverages Ltd...

2. M/s Lumbini Beverages pvt. Ltd.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA
 HISTORY OF LUMBANI BEVERAGES PVT LTD

Lumbini Beverage Pvt. Ltd. (formerly known as Prompt Financial

Services Pvt. Ltd.) was incorporated in the year 1995. Lumbini Beverages Pvt.

Ltd. is situated at Hazipur Industrial area district Vaishali in the state of Bihar,

a state notified category 'A' backward area at a distance of about 25 kilometers

from Patna the capital City of Bihar. It is one of the major bottling plants of

Pepsi in Bihar. The other is Steel City Beverage Ltd. situated in Jamshedpur

Steel City. Lumbini Beverages Ltd. with reference to which the study is being

conducted was started in the year 1995 as a Park Franchise.

The company started its operation in 1998 by producing only 300 ml.

new they are also producing 200 ml.

The company covers the market of north and central part of Bihar.

The distribution of products is being carried out through a network of 300

distributors under the guidance of P.F.L. The territory covered by the

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

company is about 3 km. of radius from the location of the plant: and is being

equally expected to develop the market within the area allotted territory by the

P.F. Ltd.

The Lumbini Beverages Limited is situated at an area of 10 acres.

Lumbini Beverage Pvt. Ltd. capacity of production is 600 bottles per minute.

At present company produces Pepsi, 7Up, Mirinda, Slice, Lemon.

Govt. also provided incentive to Lumbini because of backward area

situation. The major incentives to the company are:-

(a) Exemption of Sales-Tax on purchase of raw materials with in the

state.

(b) Exemption of sales of finish goods within the state.

(c) Many other incentives as applicable to such units feeling under the

area declared as most backward area in the state.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 The company is headed by director (Ravi Khilani) who is direct

Accountable to Chairman-cum-Managing Director (Charan Khelani).

There are besides the office and department in units i.e., sales and

marketing, the production Deptt. Account, Finance Deptt., Administration and

Purchase Deptt. and Shipping Deptt.

The overall decision related to any problem is being taken by BOD of

company.

The work force of the company is around 170 among 70% are

permanent which include managers and higher officers also the rest are being

supplied by the local contractor.

The main plant of Lumbini Beverage Pvt. Ltd. consist of filler,

Mojonnier, Bottle Washer, Uncaser, Caser covering system refrigeration

system, water treatment plant and other auxiliaries. The major equipment are

being imported from USA. However the minor one from Indian local, market.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA
 organizational setup

Pepsi language

A District : is a geographical area, which includes a number of

accounts to outlets.
A Route : is a set of outlets called on by one salesman specified day
or days.
A Route Day : is a specific day of the week during the sub-route is
served.
The Call frequency: are a number of lives per week an outlets and scheduled
to be called on by a salesman.
A Call : Communication between seller and buyer.
Selling : The active attempts of a salesman to sell service and
products to the customer.
Delivery : Physical delivery of the products to the buyer.
Loading : Loading of product on the truck at the plant or
warehouse.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

Merchandising: Activity in a. outlets to make product more visible, accessible
convenient and attractive to the consumer.
Sales Route : A set of outlets within a sales are called on by one
salesman in a given week.

ORGANISATIONAL STRUCTURE OF LUMBANI BEVERAGES

PVT. LTD. HAZIPUR AN AUTHORISED BOTTLING PLANT OF

PEPSI RANGE OF PRODUCT

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

Name :-- Lumbani Beverage Pvt. Ltd.

Land Area : -- 12 Acres

Location & Authority : -- EPIP, Industrial Area, Hazipur, (Bihar)

Industrial License No. : -- Regn. No. 2475 (C)

Factory License No. : -- Regn. No. 66750/VLI

F.P.O.Licence No. : -- 10607/10

Capacity : -- 600 bottles per minute

Nature of product : -- Soft drink, Pepsi, Mirinda (O, L), 7 UP,

Slice, Teem, Soda, Mountain Dew.

NOC from Pollution-

Control Board No. : -- 1877

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 RAW METERIAL FOR PEPSI PRODUCT

A soft drink bottling plant requires the following Raw material:-

(a) Sugar
(b) Flavor
(c) Water
(d) CO2 gas
(e) Crown Cork
(f) Glass bottles
(g) Plastic crates

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 1. SUGER

High purity crystal sugar is required to procedure the sugar syrup for soft

drink. The main supplier of sugar for M/s L.B.P.L. is M/c KCP Ltd.; Chennai

The usual requirement of sugar is around 800 gm. per carat for all flavors.

2. FLAVOUR

M/s Pepsi food ltd. is supplying all essence of flavor for L.B.P.L. From their

plant Chennai, Bhawnagar (Panjab).

3. WATER

The required water of M/s L.B.P.L. is being met from the high yielding deep

boring well with pumps.

4. C02 GAS

CO2 Gas of the required purity is being carried on from Hindustan Gas &

India Ltd.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 5.CROWN CORK

M/s L.B.P.L. take crown cork from Manksic Crown Ltd. Bhopal; Manksic

Closure Ltd., Gaziabad respectively.

6.GLASS BOTTLE

M/s L.B.P.L. take flint & green glass bottle from Hindustan National Glass

Ltd., Tapovan (Harishikesh).

7.PLASTIC CARATS

M/s L.B.P.L. takes plastic carats from Neelkamal Plastic Ltd., Nasik.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

UNIT - 3
• Market Survey
• Study of product
• Price list of products
• Study on retailers
• Study of distribution channels
\

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 MARKET SERVEY

Study of the products

Definition/ Derivation of Products:

Soft-drink is a typical consumer product which is generally purchased

by consumers for quenching thirst in summer and also for refreshment. If we

come across the market we find that different types of soft drinks are available

in the market and more or less the content of all soft drinks of similar flavor

are same. The market is floating in the market with their products in different

brand names. For example in Cola flavor Pepsi Co. has Pepsi while Coca-Cola

has Thumps-Up and Coke similarly Pepsi Co. has Mirinda in Orange Flavor,

7-Up in cloudy'

lemon, Mirinda etc. Similar is the case in case of Coca-Cola, Coca-Cola

has also a variety of products covering all flavors that are being covered by

Pepsi Co. Besides these two Mac’s there are also some local producers who

also supply to the market some of the products.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 The manufacturing of soft drinks involves mainly two processes:-

(a) Preparation of CO2 changed liquid

(b) Preparation of bottle for filling.

Usually water form bore well is being treated for disinfection and

softened before it is used in the plant. The treated water is converted into

syrup by adding sugar, additions like essence and chemicals etc. This syrup is

first chilled and then bought into the carbonator where carbon-dioxide (CO2)

gas is charged. The carbonated syrup is then pressure filled into washed

bottles returned by customers/ retailers/ distributors after giving a wash by

caustic soda on a bottle washer machine and are inspected for their through

cleanliness. Filled bottles are then collected in crates and stored for dispatch to

selling network.

Lumbini Beverages Pvt. Ltd. has been distribution their products through the

area distributors. L.B.P.L. has the following product line:--

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 Name Flavors Colour
Pepsi Cola Burnt Sugar
Mirinda ( O ) Orange Sunset

Mirinda ( L ) Lemon Tetrazine

Slice Mango CloudyMango
7 Up Lime Non-Colour
Soda Soda Lemon+Non Color
Mountain Lime + Light Green

Dew Lemon
These products are the choice of the new generation.

Thus it can be said that it is a product for mass-consumptions.

PRODUCT LIST

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

S.No Name Of Pack Case Retailer Schemes

. Products Size (In s Price Free. (B)

Bihar) (Rs)
1. Pepsi 200ml. 24. 168.00 4
2. Pepsi 300ml. 24. 262.00 3
3. Pepsi 600ml. 24. 492.00 No.
4. Pepsi 2.0 ltr. 9. 504.00 1
5. Mirinda 200ml. 24. 168.00 No.

(O)
6. Mirinda 300ml. 24. 262.00 3

(O)
7. Mirinda 600ml. 24. 492.00 No.

(O)
8. Mirinda 2.0 ltr. 9. 504.00 1

(O)
9. Mirinda 200ml. 24. 168.00 No.

(L)
10. Mirinda 300ml. 24. 262.00 3

(L)
11. Mirinda 600ml. 24. 492.00 No.

(L)
12. Mirinda 2.0 ltr. 9. 504.00 1

(L)
13. 7Up 200ml. 24. 168.00 No.
14. 7Up 300ml. 24. 262.00 3
15. 7Up 600ml. 24. 492.00 No.
16. 7Up COLLEGE
REGIONAL 2.0OFltr. 9.
MANAGEMENT 504.00 BHUBANESWAR,
(AUTONOMOUS) 1 ORISSA

17. Slice 200ml. 24. 285.00 No.

 STUDY OF THE MARKET POTENTIAL

The market potential is an estimate if the maximum possible sales

opportunities

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

Present in a particular market segment and open top all seller of a good or

service during a started future period. A market potential indicate how much,

a particular product can be sold to a particular market segment. market

potential can be determined by measuring the per day in different areas.

The researcher collected data from 300 outlets, which are different areas of

Hazipur. According to researcher, the per day sale of Pepsi product in 700

carat and the per day sale of the coke product is 780 carats.

STUDY ON RETAILERS

Retail shops are two types:--

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

1. Monopoly Retail Shops: That shops selling only one

company’s product.

2. Mix Shops : those shops selling both side

companies’ Products.

[A] The retailer can build a great deal of goodwill for the firm. The

marketing strength depends on the strength of retail dealers.

[B] Researcher has conducted survey on different types of outlets like

bakeries, Cold drink parlor, both the general store etc.

Distribution Channel

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 A set of interdependent organization involved in the process of

making a product or service available for use or consumption by the consumer

or business user.

For the economic systems point of view the role of marketing

intermediaries is to transform the assortment of products made by producer

into the assortment wanted by the consumer. Produces make narrow

assortment of products in small quantities in the distribution channel

intermediaries buy the large quantities of many producers break the down into

smaller quantities and broader assortment wanted by the consumer. Thus the

intermediaries play an important role in matching supply and demand.

A distribution channel moves goods from producer to consumers. It

overcomes the times place and possession gaps that separate goods and

service from those who would use them.

Number of Channels:

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

(a) Direct Marketing Channel: A marketing channel that has no

intermediaries level.

(b) Indirect Marketing Channel: A marketing channel that has one or

more intermediaries.

Customer Marketing Channel:

Channel-1 Manufacturer—Consumer

Channel-2 Manufacturer—Retailer ... Consumer

Channel-3 Manufacturer—Wholesaler...Retailer...Consumer.

Importance of distribution channel

A distribution channel performs the work of moving

goods from producer to consumers. Distribution channel plays

a very important role in achieving the marketing objective of a

company.

1 Channel provides distributional efficiency to manufacturer.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

2 Channel supplies products in required assortment.

3 Channel provides salesmanship.

4 Channel helps merchandise the product.

5 Channel helps implement the price mechanism.

Channel Used by Pepsi

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 Manufacturer
W

S
Retailers

Consumers

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

Assembling the Marketing mix:

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 The set of controllable tactical marketing tools: — A product, price,

place and promotion (4p's) that the firm blends to produce the response it

wants in the target market.

The following 4p’s:

(a) Product : Which could meet the identified needs of chosen

consuming, groups.

(b) Place : It performs various functions like transportation, ware-

housing, channel management etc. so, the product could

easily reach the consumer.

(c) Promotion : The firm carries out a number of measures like personal

selling, advertising and sales promotion program with a

view to communicate the consumer and promoter of

product.

(d) Pricing : It is the mechanism to achieve the consumption of

marketing process, striking the level of price that is

acceptable to the firm as well as consumer.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

4p's Policies of the Pepsi Products:–

Products : There are six lines of products of soft drinks in India that

is almost matched with International quality.

Place : Pepsi has a strong channel of distribution a few,

intermediaries command the distribution work.

Bottler...... Distributor...... Retailer...... Consumer

Promotion: In the specific sense sales promotion methods, those sales

activities that supplement both personal—selling, advertising and coordinating

them and help to make them effective such as display, shows and exposition

and demonstrations and other non-recurrent selling efforts not in ordinary

route Pepsi has taken variety of tools and techniques for Sales promotion, like

for example sales promotion letters, catalogue point of purchase display,

customers service program and demonstration, free sample, following are

some promotion program of Pepsi.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

Advertisement: Advertisement as a motivation towards consumption of soft

drinks plays an important role-slogan like Pepsi's

"Main Kisi Ke Baap Ko Nahi Janta"

"Janta Hun to Sirf Apni Pyas Ko"

fascinate the people to take Pepsi's product.

Pricing : The amount of money charged for a product of services or

some of values that consumer exchange for the benefit of

hiring or using protect or services.

Pepsi has taken affordable moderate pricing strategy

Data Interpretation and Key Findings :

As my areas for study are Dipot (Pataliputra), Shree Sanjay Enterprises

(Pataliputra), Pandey Sales (Patel Nagar). I have tried to study to various

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

distribution and marketing aspects which are responsible for increasing
market share of Pepsi such as glass strength, visi-cooler, glow sign board and
marketing activities adopted by agencies and organisation.

For studying these aspects I have divided whole sample on the basis
of the different channels in four different categories.
These are :
(1) Betel shop
(2) General Store including, grocery, oil shop.
(3) Tea stall including, cooled corner, eggs corner, STD booth.
(4) Eatery shop including, sweet house and hotel/ restaurant.

In Depot (Pataliputra), Shree Sanjay Enterprises (Pataliputra), Pandey

Sales (Patel Nagar) more than 600 retailers. I have taken total sample of 200
retailers and divided the whole sample in these channels as follows:

Channel Sample Percentage

Betel Shop 48 24%

General Store 70 35%

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

Tea Stall 40 20%

Eatery Shop 42 21%

Total 200 100%

40%
35%
35%

30%
24%
25%
20% 21%
20% Series1

15%

10%

5%

0%
Betel Shop General Tea Stall Eatary
Store Shop

Channel

Now I will analyze all these channels one by one.

Glass strength in Betel Shop

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 According to market survey conducted in Patna, the following data is
obtained. The glass strength of both the companies is obtained in terms of
number of creates per retailer possess.

Brand Glass Strength Percentage

Pepsi 312 37.27%

Coke 525 62.73%

Both 837 100%

70.00%
62.73%
60.00%

50.00%

40.00% 37.27%
Series1
30.00%

20.00%

10.00%

0.00%
Pepsi Coke

Brand

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 Findings: The above graph indicates that brand coke has more glass

strength then Pepsi in Betel Shop.

Visi-Cooler is Betel Shop

The survey is conducted to know about the total number of visi-coller

provided by the both companies Pepsi and Coke to the retailer. And to know
about the number of retailer who is not having visi-cooler and they have his or
her own.
Total Respondents—48

Brand Unit Percentage

Pepsi 09 19%
Coke 20 42%
Both 03 06%
Own 04 08%
Not having any 12 25%
Total 48 100%

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 45% 42%
40%
35%
30%
25%
25%
19% Series1
20%
15%
10% 8%
6%
5%
0%
Pepsi Coke Both Own Not having
any

Findings: The above graph indicates that 25% retailer who has not any
visi-cooler. But Coke has provided more visi-cooler than Pepsi.

Glow Sign Board in Betel Shop

The survey is conducted to know about the number of Glow Sign

Board provided by both the companies Pepsi and Coke to the retailer and to
know about the number of retailers who have not having any Glow Sign
Board.
Brand Unit Percentage
Pepsi 06 12%

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

Coke 09 19%
Both 03 06%
Not having any 30 63%
Total 48 100%

70%
63%
60%

50%

40%
Series1
30%
19%
20%
12%
10% 6%

0%
Pepsi Coke Both Not having
any

Findings: The above graph indicates that the number of retailers who have

neither Glow Sign Board nor they have been provided by others are more than

the number of retailers who have been provided board by Pepsi and Coke.

Glass Strength in General Stores

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

According to market survey conducted in Patna, the total glass strength of
both the companies is obtained in terms of number of crates per retailer
possess.

Total Respondents—70

Brand Glass Strength Percentage

Pepsi 632 44%

Coke 803 56%

Both 1435 100%

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 60% 56%

50%
44%

40%

30% Series1

20%

10%

0%
Pepsi Coke
Findings: The above graph indicates that brand coke has more glass

strength then Pepsi in general store.

Visi-Cooler in General Stores

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 The survey conduced to know about the total number of visi-cooler
provided by both the companies Pepsi and Coke to the retailer and know
about the number of retailer who are not having visi-cooler or they have not
provided by others.

Total Respondents—70

Brand Unit Percentage

Pepsi 12 17%
Coke 20 29%
Both 03 04%
Own 10 15%
Not having any 25 35%
Total 70 100%

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 40%
35%
35%
29%
30%
25%
20% 17% Series1
15%
15%
10%
4%
5%

0%
Pepsi Coke Both Own Not having
any

Brand
Findings: The above graph indicates that the number of retailer who is not
provided visi-cooler is more than both Pepsi and Coke but maximum visi-
cooler provided by Coke.

Glow Signboard in General Stores

The survey conducted to know about the total number of signboard

provided by both the companies Pepsi and Coke to the retailer and to know
about the number of retailer who have not having signboard or they have not
provided by others.
Total Respondents—70

Brand Unit Percentage

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

Pepsi 16 23%
Coke 22 31%
Both 03 04%
Not having any 29 42%
Total 70 100%

45% 42%
40%
35% 31%
30%
25% 23%
Series1
20%
15%
10%
4%
5%
0%
Pepsi Coke Both Not having any

Brand
Findings : The above graph indicates that the number of retailer who
are not having are they have not been provided signboard by other are more
than the number of retailer who have been provided by Pepsi and Coke.

Glass Strength in Tea Stall

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 According to the market survey conducted in Patna the total glass

strength of both the companies obtained in terms of number of crates/ retailer

possess.

Total Respondents—40

Brand Unit Percentage

Pepsi 329 44%
Coke 425 56%
Total 754 100%

60% 56%

50%
44%

40%

30% Series1

20%

10%

0%
Peps Coke

Brand

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 Findings: The above graph indicates that the brand Coke has more

glass strength than Pepsi in Tea stall channel.

Glass Strength in Eatery Shop

According to the market survey conducted in Patna the total glass

strength of both the companies obtained in terms of number of crates per

retailer possess.

Total Respondents—42

Brand Unit Percentage

Pepsi 835 64%
Coke 468 36%
Total 1303 100%

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 70% 64%

60%

50%

40% 36%
Series1
30%

20%

10%

0%
Pepsi Coke

Brand

Findings: The above graph shows that the number of glass is more in

Pepsi than the Coke in eatery shop.

Visi-cooler in Eatery Shop

The survey is conducted to know about the total number of visi-

cooler provided by both the companies Pepsi and Coke to the retailer and to

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

know about the number of retailer who are not having visi-cooler and they
have their own.
Total Respondents—42

Brand Unit Percentage

Pepsi 12 28%
Coke 08 19%
Both 03 08%
Not having any 11 27%
Own 08 18%
Total 70 100%

30% 28%
27%

25%
19% 18%
20%

15% Series1

10% 8%

5%

0%
Pepsi Coke Both Not having Own
any

Brand

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 Findings: The above graph shows that number of retailer who has
visi-cooler is more in Pepsi than any others.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

UNIT – 4
• Sales Promotion Method
• Limitation of Sales Promotion
• Kinds of Sales Promotion
• Sales Promotion in L.B.P.L.

SALES PROMOTION

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 Sales promotion is the part of information mix. It is the life blood of the
business. Sales Pomotion is one of the most loosely terms in the marketing
vocabulary.
We define Sales Promotion as, “demand – stimulating device designating
to supplement advertising and facilities personal selling”.

The ultimate Aim of sales promotion is the same as the advertising and
personal selling that is increasing the sale of goods and services.

[A] SALES PROMOTION METHOD

Many method of sales promotion are used by makers depending upon the
creativity level of their sponsors. Their variety seems very large.

Following are some of the most commonly used method of Sales

Promotions:--
1. Point or purchase display.
2. Direct mail promotion.
3. Merchandise Aids.
4. Sample and free gifts.
5. Product demonstrations.
6. Quiz of profit and pleasure.
7. Premiums.

As noted above, the accomplishment of the desired promotion and marketing

objectives ultimately depend on the extent of desired response received from

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

methods are build around these three target groups. Further, in terms of the
impact desired.
The Variety of sales promotion schemes offered is grouped in two
categories. one aimed at producing immediately impact, and the other
delayed impact i.e. carrying on the impact over period of time before
receiving the full benefits of the schemes. Price discount, free samples or large
quantity packs are the popular example of immediate impact schemes,
whereas coupons, trading stamps and contests are example of delayed impact
category of sales promotion schemes.

[B] ADVANTAGE OF SALES PROMOTIONS

 Sales promotion makes immediate affection sales.

 It stimulus positive attitude towards the products.
 It gives extra incentives to the retailers.
 Measurement of the effectiveness of the sales promotion is easier
or against the other promotional methods.
 It gives extra incentives to take immediate action now, rather than
latter
 It has flexibility and can be use at any stage of a new product
introduction: ‘Sales promotion is very effective.
 Product is becoming standardized and similar, and so need
 increased support of non-factors of which sales promotion is an
important one.

[C] LIMITATION OF SALES PROMOTION

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

  Sales promotion is temporary and short life. It alone can not build
up brand loyalty.
 Sales promotion is on supplement. Devices to supplement selling
efforts or other promotion tools.
 They are not recurring in their use. They have seldom reuse Value.
 Too much sales promotion may affect adversely the brand image.
Suggesting its lack of popularity or over stocking by a company.
 Advertising agency accord low status of sales promotion so that
they may be trained for more creative jobs.
 Lack of proper planning and research for sales promotion. Poor
dealer relationship.

[D] KINDS OF SALES PROMOTIONS

There are two kinds of sales promotions:--

1. CONSUMER SALES PROMOTIONS: -- Activities intended to educate

or inform the consumers and intended to stimulate the consumers.

2. DEALERS SALES PROMOTIONS: -- Activities to increase the interest

and enthusiasm of dealers and distributes.

SALES PROMOTION IN

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 LUMBINI BEVERAGES PVT LTD., HAZIPUR

Sales Promotion activities play a greater and vital role on entire marketing
efforts. Without Sales Promotion activity a quality product can not survive in
the market.

Advertising and Sales Promotion tools are most essential global marketing.

This chapter has therefore been devoted to the study on Sales Promotion
as well as advertising activities in L. B. Pvt. LTD.

There are two basis objectives for carrying out such various
promotion activities by L. B. Pvt. Ltd... First one is to generate more sales
and second to create and maintain an image of its products. L. B. Pvt. Ltd.
carries out its promotional activities as controlled and integrated program of
communication and material design presents its soft drink to the prospective
customers, Its also helps in communication the need satisfying of soft drink
facility the seller eventually to contribute towards the profit in long range.

The tools used by L. B. Pvt. Ltd. for fulfilling the various purposes of its
promotional activities are followings:--

ADVERTISING: The motive behind the purpose of Pepsi Food Pvt. Ltd. is
to maintain the brand loyalty through reducing the money of the user of soft
drink as well as to all the potential customers who consume a soft drink to the
spurs of movement.

At the bottle of India has advertise the product Pepsi, 7Up, Mirinda,
Slice, Mountain Dew, Aquafina and Soda as per the norms and guidance of

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

the Pepsi Foods Pvt. Ltd. does the advertisement on an extensive basis using
number of media.

Media of L. B. Pvt. Ltd., Hazipur

Pop TV Audio Video In News Papers

Cassette Cassette Form and
Interval Magazines

1. Painting wall of visible site

2. Glow sign board
3. Board
4. Posters
5. Banners
6. Stickers
7. Hagglers

The main slogan being used by the Pepsi Food all over India for Cola
product has been,
“The Choice of Generation, Yahi Hai Right Choice Baby, More Cricket
More Pepsi, Nothing Official About It,
Mausam Bahut Garam Hai – Pepsi Ke Liye Hum Besharam
Hai, Yeh Dil Mange More, Yeh Pyass Hai Badi, and the latest being
Youngistan Ka Waw”. the other famous slogan are “ Jor Ka Jhatka
Dhire Se Lagey (Mirinda), Lab Gakey Se Jyada Pet Ho Pyasa
(Slice), and Do the Dew (Mountain Dew).

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 The character who have advertise for various brand ambassadors of
Pepsi Food companies are Sachin Tendulkar, Amitabh Bachchan, Shah
Rukh Khan, Saif Ali Khan, Rani Mukharji, Priety Zinta, Zahir Khan,
Yuvraj Singh and Ranveer Kapoor.

Counter Displays: All the display are done as guided and instructed by
the L. B. Pvt. Ltd. with given instructions to its distributions who in tern
give guidance to the owner of the outlets {Retailers}.

Coolers: The coolers supply to the retail outlet by the company itself
through the distributors. The company supplies these coolers at
reasonable process without charging any profit. The bright color and
attractive appearance of the cooler draw attention immediately. Banner,
Small play cards, Cards board etc.
These are displayed just at the point where soft drink is being
sold. It help in providing the consumer as well as the prospect of the
place availability of soft drink. Anotheraspect of display to maintain
stock of bottle of soft drink at various important Place such as Petrol
pump, on the railway plateform and the bus stands.

Personal selling:-- It is also used at a means of Sales Promotion by L.

B. Pvt. Ltd. through its distributor who appoint the salesman.
The distributors as per the instruction and guidance given by the
company any appoints salesmen. A salesmen must know driving of
heavy vehicles and should be literate .

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

UNIT – 5
• Finding and Conclusion
• Suggestion
• Bibliography
• Questionnaire

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 FINDINGS

During my servey period I have observed that:--

1. There are shopkeepers who are ready to sell the product but are not ready
to getting regular supply of the product.

2 .I also found that some retail outlets were opened during the survey period.

3 They complained that they were not provide with openers, ice boxes,
fridges, poster and banners of Pepsi while the competitors of the Pepsi
product have supplies these things.

4 I also noted that competitor are dominant in some areas due to their
prompt and regular supply.

5 Through out the survey it was clear that 94 of the shops suffered from the
shorted of products, leakage and distribution.

6 Some complained that the delivery van does not reach at their doorsteps in
narrow street.

7 Most of them wanted additional schemes and incentives.

They were keen to satisfy all my queries. I am very greatful for the help and
cooperation extended by them.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 SOME COMPARED BETWEEN PEPSI AND COKE
Total no of outlets survey 300
PepsiCo. Exclusive Counters 048
Competitive Exclusive Counters 065
Selling more Pepsi Product 047
counters
Selling more Competitor Product 073
counters
Equal ternover outlets 109
Pepsi co painting walls 039
Coke painting walls 047
Pepsi co glow sign board 040
Coke glow sign board 054
Pepsi co visi-coolers 055
Coke co visi-coolers 088
Pepsi co ice boxes 019
Coke co ice boxes 017
Own (personal) freeze 115
Own (personal) ice boxes 006

Pepsi Vs Coke

Flavor Pepsi Coke

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 Cola Pepsi Coca-Cola, Thumps
Up
Orange Mirinda Fanta
Lemon Mirinda Limca
Mango Slice Maaza
Lime 7 Up Sprite
Lime+Lemon Mountain Dew --
Mineral Water Aqufina Kinley

Soda Teem Kinley

SWOT ANALYSIS

STRENTH:--

 PEPSI is enjoying lower market share as compared to Coke in

Vaishali market.

 Punch line in more effective then others.

 Effective slogans Ye Dil Mange More Aha, Yeh Pyass Hai

 Badi, Youngistan Ka Waw, etc.

 Employees are dedicated to the PEPSI.

 PEPSI 200ml increased the over all sales of PEPSI.

 Advertising of PEPSI is much more effective, aggressive and

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

  mind blowing then Coke.

 Lunch of new flavors like Mountain Dew, and Mirinda Lemon

successfully running in market.

 In the rural areas and outskirts of the city where there is

maximum population is illiterate, Pepsi is having an edge. (As
compared to Coca-Cola, pronouncing Pepsi is lot more easy reason
for more demand of the Pepsi and its brands.)

WEAKNESS:--

 The shape of the bottle of Coke is much more attractive then

 PEPSI.

 Writing style of Coke is more attractive then PEPSI.

 Retailers are getting more gift & scheme from Coke then

 PEPSI.

 Short supply of PEPSI products is routine of the day

 Carats is not well outlook in comparison to Coke.

OPPORTUNITIES

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 1. Demand is more than the production. (Because of the heat the demand of
the soft drink raised drastically which is the good opportunity for the
company a rival brands are also finding it difficult to complete the
demand. Therefore PepsiCo. Has to increase the production.)

2. In the rural areas PepsiCo’s distribution network is far stronger vis-à-vis

to any of the competitor. Therefore it is viable to make it stronger, as
this can restrict the entry of the other brands in the rural market.

3. Kids demand for the Mirinda more as compared to any other orange
flavor soft drink brand.

4. With the launch of slice tetra PepsiCo has entered in to one more
segment o soft drink beverages, which was more or less captured by the
“Frooti” till now.

THREATS:-

1. Not able to meet the market demand during the peak season. (As the
plant capacity is very low the company is not able to meet the existing
demand during the peak seasons).

2. Pepsi is not picking up the empty bottles of Coca-Cola on the other hand
Coca-Cola is exchanging the Pepsi’s empty bottles with the filled bottles
of Coca-Cola. (This is hitting the Pepsi in two ways, firstly our bottles

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 are getting tucked with the Coca-Cola and creating shortage of empty
bottles of Pepsi in the market, and secondly when our salesman goes to
distribute the re-filled bottles in the market, he tends to meet with the
lack of sales at the end of the day despite of the increasing demand
because wherever he goes he found the empty bottles of Coca-Cola
everywhere which he is asked not to picked up.

3. There is lot of complaints are coming up about the impurities or leakage

of gas or leakage of carbonated water. (Within the last 30 days I met
around 50 such complaints because of which retailers were very angry
with the company.

conclusion

In the earlier chapters of this report various aspects of Soft Drink Industries

with particulars reference to Lumbini Beverages Pvt. Ltd. organization

structure, advertisement and Sales Promotion have been studied. Present

chapter is a summarize the whole reports. From the data analysis and survey

conducted I reached at following Conclusion:

1. The introduction of soft drink was due to necessary of traveling

particularly in the absence of availability of reliable waters. But the

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 meaning quietly changed with changing in time. It has become so

popular commodity fashion and habit instead of requirement of

quenching thirst.

2. The first branded soft drink in India was Gold Spot established 49 years

ago. Then came Coca-Cola.

3. Pepsi has all flavors that are Pepsi, Mirinda Orange, Mountain Dew,

Mirinda Lemon, 7-up, Slice and its market share is less than Coke

product that is Coca-Cola, Sprite, Fanta and Thumps Up.

4. Pepsi has strong market in eatery shop. Most of sweet house and betel

shop have exclusive counter of Pepsi.

5. Although the visi-cooler, Glow-sign board and Glass strength provided

by are more than Coke but still there are number of retailer who are

either not having these or they have been provided by others.

6. As I have divided all the channels in four categories more sales comes

from eatery shop, betel shop and general store.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 7. It should be checked that whether our product is reaching to the outlets

timely and regularly or not.

8. One of the major drawbacks of Pepsi product that all flavors do not

reach at the different agency of Patna but competitor has that is why

competitor enters into Pepsi exclusive counter.

9. Some retailer claim that Pepsi taste is not as good as earlier they also

point out there is duplicate Pepsi (duplication).

10. Most of retailer are in the need of board but not

Provided by Pepsi Company.

11. Improvement on bottle cleaners should be done

Because some rust was found on the bottle necks

and also some bees etc. found in the bottle after the

bottle tapes uncorked.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 Suggestions

After making an indebt study of channel of distribution the investigator is now

in a position to offer this suggestion for consideration.

(1) We should go for intensive distribution that is stocking the product in

as many outlets as possible.

(2) It is normally seen that the consumer are not very rigid in selecting
the soft drinks whenever they feel thirsty, they just ask the
shopkeeper to provide them soft drinks which is available and chilled.
So a company should provide the chiller, more margin of sale than
Coke and sometime credit facility and healthy scheme.

(3) The distribution of fridges/cooling machines are very improper. Many

outlets with very poor sales have fridges/ cooling machine where as

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 the outlets that have high potential of sales don't have cooling
machine at all.

(4) The company should make more exclusive retail outlets as compared
to Coke.

(5) The scheme and policies should be well known to the retailer and the
scheme should be crystal clear to understand.

(6) There were complaint from distributor and retailers about the shortage
of supply and non-availability of products of Pepsi Company in peak
season mainly 7-Up. The default may be from company side or from
the retailer side. But the effect and impact distorts the image of the
Pepsi Company and it continuous in such a situation the company of
Pepsi may loss it’s existing and prospecting consumers.

(7) Distributors and retailer’s feedback have to be timely and regular.

These should be good step towards maintaining proper-co-ordination
with the channel of distribution since the agent will be fully satisfied.

(8) The Salesman of the distributor should be honest and polite to

increase the sales and to maintain a healthy retailer ship between the
distributor and retailer.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

(9) Vendor should visit every outlet day irrespective of the reason
whether they will buy or they won't. The distributor should look into
this matter immediately.

(10) A regular meeting of all the distributors with the management should
be held. This is good thinking because by the participative style of
management.

Bibliography

Books Authors

1. Marketing Mgnt. : Philip Kotler

2. Marketing Mgnt. : P.K. Agrawal

3. Organization Behavior : Rao & Narayan

4. Marketing Research : D.D.Sharma,

M.N.Mishara, G.C.

Berry, Donald

S. Tull Del, I.

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 Hawkings,B.S. Goel

Others

3. Magazines : Business World, A and M, Business

India, Business Today.

4. Newspaper : The Economics Times, Time of India,

Hindustan Times and Business
Standard.

5. Web Site : www.pepsico.co.in

www.goole.com

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 PepsiRetail Questionnaire

Dear Respondents,

I, Shashi bhushan kumar and participant of RAGIONAL COLLAGE OF

MANAGEMENT (AUTONOMOUS) . I am working on a A BRIEF

STUDY ON SALES PROMOTION of Pepsi at PATNA. I would like very

much to have you views–your answer kept confidential.

1. Name of Retailer :

2. Location : Urban/ Rural

3. Which type outlet?

(i) Betel shops

(ii) Sweet/ Confectionary shops

(iii) Restaurant/Hotel

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

 (iv) Soft drink, Parlors

(v) Grocery shop/General store

(vi) Other speficy

(a) Pepsi (b) Coke (c) Both

4. Which company's visi-cooler you have?

(a) Pepsi (b) Coke (c) Both (d) Others/own

5. Which company's Glow sings board available?

(a) Pepsi (b) Coke (c) Both (d) Others/own

6. Which company's Ice-box available?

(a) Pepsi (b) Coke (c) Both (d) Others/own

7. Who brands are you dealing in?

(a) Pepsi (b) Coke (c) Mirinda (d) Thumps Up

(a) Fanta (b) Sprite (c) Limca (d) 7-Up

(a) Slice (b) Teem

8. Which brand is demanded most ________________________

9. How is service of that particular Brand?

(a) Satisfactory (b) Good (c) Excellent (d) Poor

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

10. Remarks _____________________________________________

_____________________________________________

Thank you,

Signature

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA

REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA
REGIONAL COLLEGE OF MANAGEMENT (AUTONOMOUS) BHUBANESWAR, ORISSA