Pepsi
Pepsi
Pepsi
New Delhi
SUBMITTED IN: Partial Fulfillment of the Requirement for the degree Of Master in business Administration (2006-2008) Submitted to: Kurukshetra University, Kurukshetra Submitted by:
Harneet Singh
MBA 3RD SEM Marketing Roll No-3023 Univ.Roll No
Doon Valley Institute Of Engineering & Technology,karnal (Approved By AICTE & Affilated To Kurukshetra University)
Acknowledgement
I would like to thank all the people without whose help this project could not have been completed.MR.Sanjay Rana, Marketing Manager who was my guide, was extremely patient and open to what ever suggestion I had to make, and in the process gently guide me whenever I went wrong. I would like to thank Mr. Aneja (Administrator) ,who gave me chance to work in a company as reputed as JAI DRINKS PVT.LTD. The people without whom I could never managed this far as Mr. Narendra Dhansoia, our Training and Placement officer in the college and Mrs. Anshu Dhansoia H.O.D our MBA Department.
Harneet Singh
PREFACE
Practical exposure in the field of management is extremely important as it gives a close view of the real business issues. It helps to cover all part that remained uncovered in the classroom. It helps to gain experience. Just theoretical knowledge is not sufficient for the success of any business student. So one should have practical knowledge about each theory of life. I learnt lot of new things from this project, which could never have been learnt from theory classes. If any findings & recommendations go in any way to prove some new ground in helping the commodity future sector, I shall deem my efforts have duly served the purpose.
TABLE OF CONTENTS
1. 2.
3.
Executive Summary Profile of the Company: Overview of the Company Honours of the Company Values of the Company
Slogans
4. 5.
Pepsi VS Coke
Jaipuria Group with Pepsi
6.
7.
8. 9. 10. 11.
12.
Conclusion Suggestion
Bibliography
13.
14.
Annexure
Executive Summary
PepsiCo is a world leader in convenient foods and beverages, with revenues of about $25 billion and over 142,000 employees. The company consists of the snack businesses of Frito-Lay North America and Frito-Lay International; the beverage businesses of Pepsi-Cola North America, Gatorade/Tropicana North America and PepsiCo Beverages International; and Quaker Foods North America, manufacturer and marketer of readyto-eat cereals and other food products. PepsiCo brands are available in nearly 200 countries and
territories. Many of PepsiCo's brand names are over 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001.
PepsiCo's success is the result of superior products, high standards of performance, distinctive competitive strategies and the high integrity of our people.
PROFILE OF COMPANY
In 1893, Caleb Brad ham, a young pharmacist from New Bern, North Carolina, begins experimenting with many different soft drink concoctions. Like many pharmacists at the turn of the century he had a soda fountain in his drugstore, where he served his customers refreshing drinks, that he created himself. His most popular beverage was something he called "Brad's drink" made of carbonated water, sugar, vanilla, rare oils, and pepsin and cola nuts. One of Caleb's formulations, known as "Brad's drink", created in the summer of 1893, was later renamed Pepsi Cola after the pepsin and cola nuts used in the recipe. In 1898, Caleb Brad ham wisely bought the trade name "Pep Cola" for $100 from a competitor from Newark, New Jersey that had gone broke. The new name was trademarked on June 16th, 1903. Brad hams neighbor, an artist designed the first Pepsi logo and ninetyseven shares of stock for Brad hams new company were issued. 1898 - One of Caleb's formulations, known as "Brad's Drink," a combination of carbonated water, sugar, vanilla, rare oils and cola nuts, is renamed "Pepsi-Cola" on August 28, 1898. Pepsi-Cola receives its first logo. 1902 - The instant popularity of this new drink leads Brad ham to devote all of his energy to developing Pepsi-Cola into a full-fledged business. He applies for a trademark with the U.S. Patent Office, Washington D.C., and forms the first Pepsi-Cola Company. The first Pepsi-Cola newspaper advertisements appeared in the New Berlin. 1903 - "Doc" Brad ham moves the bottling of Pepsi-Cola from his drugstore into a rented warehouse; he sells 7,968 gallons of syrup in the first year of operation.
Pepsis theme line is "Exhilarating, Invigorating, and Aids Digestion." 1904 - Brad ham purchases a building in New Bern known as the "Bishop Factory" for $5,000 and moves all bottling and syrup operations to this location. Pepsi is sold in six-ounce bottles. Sales increase to 19,848 gallons. 1905 - Pepsi-Cola's first bottling franchises are established in Charlotte and Durham, North Carolina. Pepsi receives its new logo, its first change since 1898. 1906 - Pepsi gets another logo change, the third in eight years. The modified script logo is created 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. The federal government passes the Pure Food and Drug Act, banning substances such as arsenic, lead, barium, and uranium, from food and beverages. This forced many soft drink manufacturers, including Coca-Cola, to change their formulas. Pepsi-Cola, being free of any such impurities, claimed they already met federal requirements.1907 - Pepsi-Cola Company continues to expand; the company's bottling network grows to 40 franchises. Pepsi-Cola sells more than 100,000 gallons of syrup. Pepsi trademark is registered in Mexico. Syrup sales rise to 104,026 gallons. 1908 - Pepsi-Cola becomes one of the first companies to modernize delivery from horse drawn carts to motor vehicles. Two hundred fifty bottlers in 24 states are under contract to make and sell Pepsi-Cola.
1909 - Automobile race pioneer Barney Old-field endorses Pepsi-Cola in newspaper ads as "A bully drink...refreshing, invigorating, a fine bracer before a race."1910 - The first Pepsi-Cola bottlers' convention is held in New Bern, North Carolina. 1920 - Pepsi theme line speaks to the consumer with "Drink PepsiCola, it will satisfy you."
After seventeen years of success, Caleb Brad ham lost Pepsi Cola. He had gambled on the fluctuations of sugar prices during W.W.I, believing that sugar prices would continue to rise but they fell instead leaving Caleb Brad ham with an overpriced sugar inventory. Pepsi Cola went bankrupt in 1923 and its assets were 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 good will from Craven Holding Corporation for $35,000, forming the Pepsi-Cola Corporation.
1928 - After five continuous losing years, Megargel reorganizes his company as the National Pepsi-Cola Company, becoming the fourth parent company to own the Pepsi trademark. 1931 - U.S. District Court for Eastern District Virginia declares the National Pepsi-Cola Company bankrupt, the second bankruptcy in Pepsi-Cola history. In 1931, Pepsi Cola was bought by the Loft Candy Company Loft president, Charles G. Guth who reformulated the popular soft drink. Charles G Guth, president of the Loft Company struggled to make a success of Pepsi. He3 commanded the reformulation of the Pepsi syrup formula, and even offered to sell Pepsi to the Coca-Cola company, who refused to offer a bid. 1933 - By the end of the year, Guth's new Pepsi-Cola Company is insolvent. In a series of moves, he acquires Mega gels interest in the company, giving himself 91% ownership of Pepsi. 1934 - A landmark year for Pepsi-Cola. The drink is a hit and to attract even more sales, the company begins selling its 12-ounce drink for five cents (the same cost as six ounces of competitive colas). The 12-ounce bottle debuts in Baltimore, where it is an instant success. The cost savings proves irresistible to Depressionworn Americans and sales skyrocket nationally. Caleb Bradham, the founder of Pepsi-Cola and "Brad's Drink," dies at 66 (May 27th, 1867-February 19th, 1934). 1935 - Guth moves the entire Pepsi-Cola operation to Long Island City, New York, and sets up national territorial boundaries for the Pepsi bottler franchise system. 1936 - Pepsi grants 94 new U.S. franchises and year-end profits reach $2,100,000. 1938 - Walter S. Mack, Jr., V.P. of Phoenix Securities Corporation is elected President of the Pepsi-Cola Company. Mack, who considers advertising the keystone of the soft drink business, turns Pepsi into a modern marketing
company.1939 - The "Pepsi & Pete" comic strip introduces the "Twice as much for a nickel" theme in newspapers. Pepsi-Cola Company names Mack as CEO. The Board of Directors removes Guth from the Pepsi payroll after he plans to personally acquire a competing cola. In 1940, the Pepsi Cola Company made history when the first advertising jingle was broadcast nationally on the radio. The jingle was "Nickel Nickel" an advertisement for Pepsi Cola that referred to the price of Pepsi and the quantity for that price "Nickel Nickel" became a hit record and was recorded into fifty-five languages. 1941 - The New York Stock Exchange trades Pepsi's stock for the first time. In support of the war effort, Pepsi's bottle crown colors change to red, white, and blue 1942 - One on many company sponsored efforts to allow soldiers to communicate with friends or family. This record was made in New York City but often booths would be set up with mobile recording equipment that was bought to where the soldiers were. Shell material on solid core. 78 rpm.1943 - Pepsi's theme line becomes "Bigger Drink, Better Taste." 1948 Corporate headquarters moves from Long Island City, New York, to midtown Manhattan. 1950 - Alfred N. Steele becomes President and CEO of Pepsi-Cola. Mr. Steele's wife, Hollywood movie star Joan Crawford, is instrumental in promoting the company's product line.
Pepsi receives its new logo, which incorporates the "bottle cap" look. The new logo is the fifth in Pepsi history.1953 - "The Light Refreshment" campaign capitalizes on a change in the product's formula that reduces caloric content. 1955 - Herbert Barnet is named President of Pepsi-Cola. 1959 - Pepsi debuts at the Moscow Fair. Soviet Premier Khrushchev and U.S. Vice President Nixon share a Pepsi.1960 - Young adults become the target consumers and Pepsi's advertising keeps pace with "Now it's Pepsi, for those who think young. 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. 1963 - After climbing the Pepsi ladder from fountain syrup salesman, Donald M. Kendall is named CEO of Pepsi-Cola Company. Pepsi-Cola continues to lead the soft drink industry in packaging innovations, when the 12-ounce bottle gives way to the 16-ounce size. Twelve-ounce Pepsi cans are first introduced to the military to transport soft drinks all over the world.1964 - Diet Pepsi, introduced as America's first national diet soft drink. Pepsi-Cola acquires Mountain Dew from the Tip Corporation.
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." 1970 - Pepsi leads the way into metrics by introducing the industry's first twoliter bottles. Pepsi is also the first company to respond to consumer preference with light-weight, recyclable, plastic bottles. Vic Bonomo is named President of Pepsi-Cola. The Pepsi World Headquarters moves from Manhattan to Purchase, NY. 1974 - First Pepsi plant opens in the U.S.S.R. Television ads introduce the new theme line, "Hello, Sunshine, and Hello Mountain Dew."
1976 - Pepsi becomes the single largest soft drink brand sold in American supermarkets. The campaign is "Have a Pepsi Day!" and a classic commercial, "Puppies," becomes one of America's best-loved ads. As people get back to basics, Pepsi is there as one of the simple things in life. 1977 - At 37, marketing genius John Sculley is named President of Pepsi-Cola. 1978 - The company experiments with new flavors. Twelve-pack cans are introduced.1980 - Pepsi becomes number one in sales in the take home market. 1981 - PepsiCo and China reach agreement to manufacture soft drinks, with production beginning next year.1982 - Pepsi Free, a caffeine-free cola, is introduced nationwide. Pepsi Challenge activity has penetrated 75% of the U.S. market.1983 - Mountain Dew launches the "Dew it to it" theme.1984 - Pepsi advertising takes a dramatic turn as Pepsi becomes "the choice of a New Generation." Lemon Lime Slice, the first major soft drink with real fruit juice, is introduced, creating a new soft drink category, "juice added." In 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 - After responding to years of decline, Coke loses to Pepsi in preference tests by reformulating. However, the new formula is met with widespread consumer rejection, forcing the re-introduction of the original formulation as "Coca-Cola Classic." The cola war takes "one giant sip for mankind," when a Pepsi "space can" is successfully tested aboard the space shuttle. By the end of 1985, the New Generation campaign earns more than 58 major advertising and film-related awards. Pepsi's campaign featuring Lional Richie is the most
remembered in the country, according to consumer preference polls. 1986 - Chairman Donald M. Kendall retires and is succeeded by D. Wayne Calloway. 7-Up international is acquired in Canada. Pepsi-Cola acquires Mug Root Beer.1987 - Pepsi-Cola President Roger Enrico is named President/CEO of PepsiCo Worldwide Beverages. Pepsi-Cola World Headquarters moves from Purchase to Somers, New York. After a 27 year absence, Pepsi returns to Broadway with the lighting of a spectacular new neon sign in Times Square. 1988 - Craig Weather up is appointed President/CEO of Pepsi-Cola Company. 1989 - Pepsi lunges into the next decade by declaring Pepsi lovers "A Generation Ahead." Chris Sinclair is named President of Pepsi-Cola International. PepsiCola introduces an exciting new flavor, Wild Cherry Pepsi. 1990 - American Music Award and Grammy winner rap artist Young MC writes and performs songs exclusively for national radio ads for Pepsi. Ray Charles joins the Pepsi family by endorsing Diet Pepsi. The slogan is "You Got the Right One Baby."1991 - Craig E. Weather up is named CEO of Pepsi-Cola North America, as Canada becomes part of the company's North American operations. Pepsi introduces the first beverage bottles containing recycled polyethylene terephthalate (or PET) into the marketplace. The development marks the first time recycled plastic is used in direct contact with food in packaging. 1992--Pepsi-Cola launches the "Got to Have It" theme which supplants the longstanding "Choice of a New Generation." Pepsi-Cola and Lipton Tea Partnership is formed. Pepsi will distribute single serve Lipton Original and Lipton Brisk products. Crystal Pepsi: a refreshing, clear soda that is caffeine free has 100% natural flavors, no preservatives and is low in sodium, goes national. Mountain Dew introduces the popular theme line, "Get Vertical."
1993 - Brand Pepsi introduces its slogan, "Be Young. Have Fun. Drink Pepsi." Pepsi-Cola profits surpass $1 billion. Pepsi introduces an innovative 24-can multipack that satisfies growing consumer demand for convenient large-size soft drink packaging. "The Cube" is easier to carry than the traditional 24-pack and it fits in the refrigerator. 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. Pepsi Foods International and PepsiCola International merge, creating the PepsiCo Foods and Beverages Company. 1995 - In a new campaign, the company declares "Nothing else is a Pepsi" and takes top honors in the year's national advertising championship. 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 landed and copied, sites in this new media, firmly establishing Pepsi's presence on the Internet. 1997 - In the early part of the year, Pepsi pushes into a new era with the unveiling of the Generation Next 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.
Pepsi Co. announces that, effective October 6th, it will spin off its restaurant division to form Tricon Global Restaurants, Inc. Including Pizza Hut, Taco Bell, & KFC, it will be the largest restaurant company in the world in units and
second-largest in sales.1998 - Pepsi celebrates its 100th anniversary. Pepsi Co. Chairman and CEO Roger A. Enrico donate his salary to provide scholarships for children of PepsiCo employees. Pepsi introduces Pepsi One - the first one calorie drink without that diet taste!
Pepsi Co. is a World Leader in a Convenient Foods & Beverages with 2006 revenue of more than $35 billion dollar and 168,000 employees. The company consists of Frito-Lay North America, PepsiCo Beverages North America, PepsiCo International and Quaker Foods North America. PepsiCo brands are available in nearly 200 countries and territories and generate sales at the retail level of about $92 billion. Some of PepsiCo's brand names are more than 100-years-old, but the corporation is relatively young. PepsiCo was founded in 1965 through the merger of Pepsi-Cola and Frito-Lay. Tropicana was acquired in 1998 and PepsiCo merged with The Quaker Oats Company, including Gatorade, in 2001.PepsiCo offers product choices to meet a broad variety of needs and preference -- from fun-for-you items to product choices that contribute to healthier lifestyles. PepsiCos mission is To be the world's premier consumer Products Company focused on convenient foods and beverages. We seek to produce healthy financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we
operate. And in everything we do, we strive for honesty, fairness and integrity.
Shareholders:
PepsiCo (symbol: PEP) shares are traded principally on the New York Stock Exchange in the United States. The company is also listed on the Amsterdam, Chicago and Swiss stock exchanges. PepsiCo has consistently paid cash dividends since the corporation was founded.
Corporate Citizenship:
At PepsiCo, we believe that as a corporate citizen, we have a responsibility to contribute to the quality of life in our communities. This philosophy is expressed in our sustainability vision which states: PepsiCos responsibility is to continually improve all aspects of the world in which we operate environment, social, economic -- creating a better tomorrow than today.Our vision is put into action through programs and a focus on environmental stewardship, activities to benefit society, and commitment to build shareholder value by making PepsiCo a truly sustainable company.
PepsiCo Headquarters:
PepsiCo World Headquarters is located in Purchase, New York, approximately 45 minutes from New York City. The seven-building headquarters complex was designed by Edward Durrell Stone, one of America's foremost architects. The building occupies 10 acres of a 144-acre complex that includes the Donald M. Kendall Sculpture Gardens, a worldacclaimed sculpture collection in a garden setting.The collection of works is focused on major twentieth century art, and features works by masters such as Auguste Rod in, Henri Laurens, Henry Moore, Alexander Calder, Alberto Giacometti, Arnaldo Pomodoro and Claes Oldenberg. The gardens originally were designed by the world famous garden planner, Russell Page, and have been extended by Franois Goff net. The grounds are open to the public, and a visitor's booth is in operation during the spring and summer.
HONOURS: Pepsi co and its divisions have received many honours here are some of them:
PepsiCo was given the title of 2007 Outstanding Employer of China in Shanghai Region jointly by CRF, Holland's professional publication and ranking organization, and China Business News Group. In March of 2007, PepsiCo China won the PepsiCo Innovation Award and the 3D Marketing Innovation Award. Covalence published its Ethical Ranking for 2006, ranking PepsiCo 6th for Best Reported Performance The Hay Group and Chief Executive magazine rank PepsiCo as #3 in the 2006 Top 20 Best Companies for Leaders PepsiCo has been named to the 100 Best Corporate Citizens list for 2007 by Business Ethics Magazine Diversity Business names PepsiCo as one of America's Top Organizations for Multicultural Business Opportunities Catalyst honors PepsiCo with the 2007 Catalyst Award for its strategic business initiatives in the advancement of women in business
PepsiCo named among "Most Influential Multinationals in China" for the third consecutive year. Human Rights Campaign names PepsiCo as one of the Best Places to Work for GLBT Equality. PepsiCo China was awarded a 2006 Best Corporate Public Image Award for its brand image of vitality and youthfulness PepsiCo recognized among the 2007 100 Best Corporate Citizens in the US by CRO magazine PepsiCo named to List of Americas Top Corporations for Womens Business Enterprises Sams Club Aquafina Return the Warmth program has won the very top environmental honor from the Cause marketing Forum Fortune Magazine ranks PepsiCo once again to the Top 10 of Americas Most Admired Companies in the World Institutional Investor magazine has identified PepsiCo as one of Americas Most Shareholder-Friendly Companies PepsiCo makes #10 in the LOHAS Index for the its corporate social responsibility program and communications PepsiCo is named EPAs Energy Star Partner of the Year Business Week names PepsiCo in its 2007 Best Performers List PepsiCo receives 2007 Catalyst Award PepsiCo in Top 10 of DiversityIncs Top 50 Companies for Diversity list Indra Nooyi receives India Abroad award
Our values reflect our aspiration: The kind of company we want PepsiCo to be. We express our values in the form of a commitment.
Our Commitment:
Our commitment is to deliver sustained growth, through empowered people, acting with responsibility and building trust. Heres what this means: Sustained Growth: Is fundamental to motivating and measuring our success. Our quest for sustained growth stimulates innovation, places a value on results, and helps us understand whether todays actions will contribute to our future. It is about growth of people and company performance. It prioritizes making a difference and getting things done.
Empowered People: Means we have the freedom to act and think in ways that we feel will get the job done, while being consistent with the processes that ensure proper governance and being mindful of the rest of the companys needs. Responsibility and Trust : Form the foundation for healthy growth. Its about earning the confidence that other people place in us as individuals and as a company. Our responsibility means we take personal and corporate ownership for all we do, to be good stewards of the resources entrusted to us. We build trust between ourselves and others by walking the talk and being committed to succeeding together. Guiding Principles: This is how we carry out our commitment. We must always strive to: Care for customers, consumers and the world we live in. : We are driven by an intense, competitive spirit in the marketplace, but we direct this spirit toward solutions that achieve a win for each of our constituents as well as a win for the corporation. Our success depends on a thorough understanding of our customers, consumers and communities. Caring means going the extra mile. Essentially, this is a spirit of growing rather than taking.
Sell only products we can be proud of: The test of our standards is that we must be able to personally endorse our products without reservation and consume them ourselves. This principle extends to every part of the business, from the purchasing of ingredients to the point where our products reach the consumers hands. Speak with truth and candor: We speak up, telling the whole picture, not just what is convenient to achieving individual goals. In addition to being clear, honest and accurate, we take responsibility to ensure our communications are understood. Balance short term and long term: We make decisions that hold both short-term and long-term risks and benefits in balance over time. Without this balance, we cannot achieve the goal of sustainable growth. Win with diversity and inclusion: We leverage a work environment that embraces people with diverse backgrounds, traits and different ways of thinking. This leads to innovation, the ability to identify new market opportunities, all of which helps develop new products and drives our ability to sustain our commitments to growth through empowered people. Respect others and succeed together: This company is built on individual excellence and personal accountability, but no one can achieve our goals by acting alone. We need great people who
also have the capability of working together, whether in structured teams or informal collaboration. Mutual success is absolutely dependent on treating everyone who touches the business with respect, inside and outside the company. A spirit of fun, our respect for others and the value we put on teamwork make us a company people enjoy being part of, and this enables us to deliver world-class performance.
Slogans:
1939: "Twice as Much for a Nickel" 1950: "More Bounce to the Ounce" 1958: "Be Sociable, Have a Pepsi" 1961: "Now It's Pepsi for Those Who Think Young" 1963: "Come Alive, You're in the Pepsi Generation". 1967: "(Taste that beats the others cold) Pepsi Pours It On". 1969: "You've got a Lot to Live; Pepsi's Got a Lot to Give". 1973: "Join the Pepsi people (feeling free)". 1975: "Have a Pepsi day". 1979: "Catch that Pepsi spirit". David Lucas composer 1981: "Pepsi's got your taste for life". 1983: "Pepsi's Now!" 1984: "The Choice of a New Generation". 1991: "Gotta Have It." 1995: "Nothing Else is a Pepsi". 1997: "Generation". 1999: "Ask for More"/"The Joy of Pepsi-Cola". 2003: "It's the Cola"/"Dare for More". 2007: "More Happy".
Coke had entered the Indian soft drinks market way back in the 1970s. The company was the market leader till 1977, when it had to exit the country following policy changes regarding MNCs operating in India. Over the next few years, a host of local brands emerged such as Campa Cola, Thumps Up, Gold Spot and Limca etc. However, with the entry of Pepsi and Coke in the 1990s, almost the entire market went under their control. Making billions from selling carbonated/colored/sweetened water for over 100 years, Coke and Pepsi had emerged as truly global brands. Coke was born 11 years before Pepsi in 1887 and, a century later it still maintained its lead in the global cola market. Pepsi, having always been number two, kept trying harder and harder to beat Coke at its own game. In this never-ending duel, there was always a new battlefront opening up somewhere. In India the battle was more intense, as India was one of the very few areas where Pepsi was the leader in the cola segment. Coke re-entered India in 1993 and soon entered into a deal with Parle, which had a 60% market share in the soft drinks segment with its brands Limca, Thums Up and Gold Spot. Following this, Coke turned into the absolute market leader overnight. The company also acquired Cadbury Schweppes soft drink brands Crush, Canada Dry and Sport Cola in early 1999.
Jai Drinks is franchise of Pepsi co India. Jai Drinks is a part of Jaipuria Group. The annual turn over of Jaipuria Group was 1300 crore in year 2006.The total business of jai drinks is 80 to 90 crore. Jaipuria is well established brand name it is operated by: C.K Jaipuria R.k Jaipuria Anurag Jaipuria Jaipuria Group is now entered in real estate as well. it is also all India distributor of Raymond franchise of pizza hut, cream well ice cream etc.Jai drinks is established 5 years ago. It is working on the theme of idea management. Every employee has the opportunity to express their ideas.
Bottling Plant
Bonded Warehouse
Through dealers
Retailers
Consumers
The Plant:
The plant has production capacity of 40,000 cases per day. it has a different line of operation. a finished bottle of beverage has to pass these lines of operation.
Water treatment:
For the production of syrup and beverages, bore well water is passed through reverse osmosis plant and then it is passed through softening plant to make it suitable for boilers and compressors.
Syrup Making:
Reverse osmosis water is taken in batch size and added with sugar and aid hypo and activated carbon powder. Then it is heated up to 82 deg cent and the contact time is 30 min. The solution is then filtered to get clarity , after which the temp is brought down to 25 deg cent .finally this solution is flushed in to a tank and mixed with concentrated as per batch size to get finished syrups.
Mixing:
Syrup produced above is pumped into beverage maker i.e. intermix/Para mix. Where one part is mixed five part of or water and co gas. Finally beverage produced and transfer to the filler.
Bottle Washer:
Bottle received from the market are washed with caustic soda at different temperatures for 20 minutes. This washer has a capacity of washing 400 bottles per min.
OBJECTIVE OF STUDY
1 To know about the company(Pepsi) and their different products 2 To learn about the organization(jai drinks pvt ltd) 3 To watch the relation between the company and their distributors. 4 To analyze the different problems that a retailers faces during the sale of Pepsi products. 5 To know about promotional activities of soft drinks. 6 To correlate the market share of Pepsi products.
Research Methodology
Research in general refers to the search of knowledge. One can also define research as a scientific & systematic for information on an specific topic. In simple words research is the careful investigation or enquiry of markets especially through search for new facts in any branch of knowledge. Sampling & Sampling Design: The procedure by which a few fields are chosen from the data to be studied in such as way that the sample can be used to estimate the same characteristics in the total is referred to as sampling. The advantages of using samples are that it is much less costly, quicker and, if selected properly, gives results with known accuracy that can be calculated mathematically. Even for relatively small samples, accuracy does not suffer even though precision or the amount of detailed information obtained might. These are important considerations, since most research projects have both budget and time constraints.
SAMPLING PLAN:
Type of universe: The type of universe selected in sample design of my research is finite universe.
Sampling unit: sampling unit in my research is all individuals.i.e all the suspects
Size of sample: an optimum sample is one which fulfils the requirement of efficiency representative ness reliability and flexibility
Sample : size = 120 System of research: Method used for research Instrument used survey method questionnaire
SOURCES OF DATA:
There are two sources of collection of data 1. Primary:-It is where information is penetrated. It is that data which is collected by researcher himself for solving the solving the specific problem in hand. 2. Secondary data: - The data which can be obtained through census registration data and public ally circulated reports of individual projects guides etc
Data Collection:
Data collection is a key activity of research. The design of data collecting method is the back bone of research design 1 Observation method: - in this method the data is personally collected by the researched or his agent. it can be structured on un structured participant or non participant and controlled or uncontrolled. 2 Survey method Personal collection of data through face interview. Mail survey through questioners
PRODUCT LINE:
1. Pepsi cola 2. Mirinda 3. Mirinda lemon 4. Seven up 5. Mountain dew 6. Slice 7. Diet Pepsi 8. Pepsi gold
SWOT ANALYSIS
SWOT ANALYSIS
STRENGTHS (S):
Brand name One quality worldwide Very strong distribution network High brand recalls rate
WEAKNESS (W):
Dakshinpuri is the lowest selling area of all the products and contributes low sale volume. Visipurity or rack purity is not up to mark.
OPPORTUNITIES (O):
Huge market yet to be cover. Day by day sugar patient is increasing and Pepsi is also available without calorie. Dew is in demand these days.
THREATS (T):
Retailers may not be giving adequate display shelves or space Customers are moving towards natural drinks. Some retailers kept refrigerators in stores.
CONCLUSION: Jai drinks deals with center and south Delhi .I have covered many routes and among these routes I found that our services are not up to mark. We give refrigerators too many outlets but they are not using our fridges in a right manner. These should be used exclusively for Pepsi drinks. I also seen in many outlets that coke products fridges are placed on a good site and are visible but our Pepsi fridges are kept in stores. I went route no 53 yesterday their shopkeeper has complaint regarding our discount and scratch card schemes. He also has our membership certificate but he dint get any discount yet. So here there is a need to improvement. I also want to mention if our salesman is on leave so please make somebody else to visit that area because here we dont loose the sale even on that day but it also leads to many problems. I am sorry to say but I have to say our merchandisers are not performing their duties systematically and efficiently. Our salesman arrives at 8am but they usually vacate the place by 10am. So coke salesman sometimes takes advantage of our getting late and they visit earlier than us. Sir, our aim is to satisfy customer needs so please look at all these areas and take effective steps to remove these imperfections. When I came to this organization our M.M told me Jo Dikhta Hai Wahi Bikta Hay.So our Pepsi products must be kept in a manner that they should attract the customers. One thing which I want to bring in your kind notice the Coke Company has let down the rates of empty bottles. So we should also look at our competitor eye.
Dont Know, 20
Yes, 50 No., 30
INTEPRETION: According to the pie chart 50% of the outlets are aware of promotion schemes
INTERPRETION : According to the pie chart 48% of the outlets having visipurity and rack purity and 42% are fair and 10% gives poor response.
DIRECT AND INDIRECT ROUTES This graph show the relationship between the company and its direct roots and indirect roots with retailers.
This bar diagrams shows the sales differences in these given area of Pepsi products
SALES % 25 27 45 10 13
INTERPETIONS: According to this khan market has 45%market share ,lodhi nagar has 25% share, malviya nagar has 27% share, jamrudpur has 13%share and dakshinpuri has only 10%share.
% of sales 30 30 30 10 20
INTERPETIONS: According to this lajpat nagar Hauz khas and R.K Puram has 30% share, and laxmi nagar has 20% share and madhusan has only 10% share.
area Vasant kunj Paryavaran complex Sarojni nagar Vasant puram satbari
% of sales 32 20 20 30 18
INTEREPTIONS: According to this Vasant Kunj has 32% of market share, vasant puram has 30% share, sarojni nagar has 20%share, paryarancomplexhas 20%share and satbari has 18% share.
This bar diagrams shows the sales differences in these given area of Pepsi products
area Saket Masigarh Double story Netaji nagar begamzadi % of sales 35 15 16 25 29
Finding: According to this saket has70% of market share, netaji nagar 55%.begamzadi has 50% and masigarh and double story both has 40% share.
This bar diagrams shows the sales differences in these given area of Pepsi product
Area Route no.40 Route no.64 Route no. 29 Route no. 17 Route no. 43 Route no. 15 Route no. 28
% of sales 26 22 18 10 10 14 20
INTERPETIONS: According to this route no-40 has 26% of market share and 64 has 22%, 29 have 13% and route no. 17 has 10% and 28 has 2% and 15 has 35% share.
Bibliography:
1. Kothari CR research methodology, vikash publication, 2000 2. Kotler Philip, marketing management, personal education, 12th Edition 3. www.pepsi.com 4. www.jaipuriagroup.com 5. www.pepsi.co.in
KRISHNA ARORA DURGA GUPTA MITTAL MOHAN MANY PARKASH KARISHMA AAGMAN GARG
MO2L MD300M R.NO TR 300ML 600ML L 600ML PI2LT 300ML 600ML SL1.2 500ML CHH NOT INTER ESTE 25 D 25 25 25 25 4 4 4 4 4 4 2 1 1 1 3 3 2 2 8 4 4 3 6 5 6 6 24 1 1 3 2 6 5 6 5 8 4 4 3 5 4 5 5 24 2 1 2 2 6 6 2 5 8 5 2 2 2 2 5 5 5 5 12 4 5 5 4 5 5 6 12 1 1 1 1 5 3 2 6 5 5 2 4 1 6 3 3 Dir Dir Dir Dir 2 Dir 5 Dir 1 Dir 2 Dir 4 Dir 3 Dir
VISPUR
RACK
SUGGESTION
NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR
NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR
PROPER VISIT FRIDGE SHOULD BE GIVEN PROPER VISIT PROPER VISIT PROPER VISIT PROPER VISIT PROPER VISIT PROPER VISIT PROPER VISIT PROPER VISIT PROPER VISIT
VIG STORE CHHABRA QUALITT JWARTH AGGARWAL R.K STORE JAGDISH JAWAN JAGDAMBA KUKREJASTO BHIM KUKREJA KUMAR BHATIA ANOOP YASH BALAJI MUKESH RAMESH SUBASH M.S STORE DAWAR ARIHANT FRIEND NAVEEN
71 71 71 72 72 72 72 72 72 54 54 54 NIL 23 23 NL 15 15 15 15 15 15 24 24 24 27 27 NIL
6 6 6 2 2 2 2 1 2 1 3 2 3 4 3 5 3 3 2 2 3 8
8 5 3 6 3 6 6 8
6 5 6 2 6 5 3 2 2 8 6 2
8 5 3 5 5 5 6 8
6 5 6 4 2 6 2 6 3 6 6 3
8 6 8 3 2 4 2 4 2 1 5 4 5 4 5 4 5 6 3 4 4 10
8 10 4 3 5 5 2 6
8 6 6 5 3 6 3 6 3 3 2
5 5 3
5 Both 5 Both 5 Dir Both Both Both Both Both Both Dir
NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR
NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR
PROPER AUDIT PROPER AUDIT PROPER AUDIT PROPER VISIT PROPER VISIT PROPER VISIT PROPER VISIT PROPER VISIT PROPER VISIT PROPER AUDIT PROPER AUDIT FRIDGE PROPER AUDIT FRIDGE FRIDGE PROPER AUDIT PROPER AUDIT PROPER AUDIT FRIDGE FRIDGE PROPER AUDIT PROPER AUDIT OKYA
Dir Dir
4 6 6 4 5 4 8 6 6 10
6 8 3 4 5 6 4 3 6 6
5 6 4 3 5 3 8 6 8 10
6 6 7 6 3 4 6 7 3 8
6 5 6 8 6 5 4 8 8 6
6 6 7 6 5 4 6 6 6 8
5 3 2 2 3 2
6 Dir
KRISHNA JANTA GARG PROV BAXI JAIBHAWANI SHOPPING NAGINA DHARIWAL RAJAT ECONOMICAL KUKREJA STANDARD SANT RAM WELECOME SINGLA AMAN PROV DEEPAK KRISHNAPRO AMAN PROV JAIN FAIRDEAL BISHAN
27 NIL 27 27 31 31 31 31 43 43 43 NIL 43 43 3 3 3 53 53 53 53 53 53 43 5 6 8 3 4 4 4 5 4 5 3 6 6 8 10 6 8 6 6 6 6 5 8 4 6 24 4 6 8 5 6 8 6 6 8 6 8 24 6 6 8 6 8 3 5 6 6 5 6 8 8 6 4 5 8 6 6 6 5 4 4 10 8 8 8 8 6 10 10 10 6 24 6 8 6 4 10 6 8 6 2 3 4 2 3 8 4 6 Dir Dir 4 Dir Dir 3 Dir 6 Dir 5 Dir 3 Dir 6 Dir 3 Dir 4 Dir 5 Dir 3 8 6 6 6 4 3 3 8 4 8 24 24 6 6 6 6 6 8 8 8 6 6 6 6 8 2 5 5 6 8 5 5 4 8 12 12 24 8 8 8 6 3 5 6 5 6 3 3 4 Dir 4 Dir Dir 6 Dir 5 Dir Dir 4 Dir
NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR NOTPUR
NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR NOTPR FRIDGE PROPER AUDIT PROPER AUDIT PROPER AUDIT PROPER AUDIT PROPER AUDIT PROPER AUDIT
SHARDA
JAIN
ANAND
KASHMIR
BOMBAY
3 NOT INTER ESTE 26 D NOT INTER ESTE 26 D NOT INTER ESTE 26 D NOT INTER ESTE 26 D NOT INTER ESTE 26 D NOT INTER ESTE 26 D 67 67 67 67 2 2 2 2 2 3 4 2 2 3 2 3
5 7 8 6 6 8 5 6
5 6 4 5 6 6 6 5
8 5 7 5 5 4 6 2
5 6 5 6 5 6 4 6
5 5 5 5 4 5 6 6
6 6 10 10 10 8 8 10
5 6 6 4 6 7 5 6
1 2 2 2 2 3 4 3
NAME OF OUTLET HAVING COOLING PROBLEMS OUTLET SHIV STORE JYOTI STORE SUPER RAJAT BISHAN ARORA VARDHMAN BALAJI KRISHNA SURENDER KUMAR ANOOP SUBASH MS STORE ROUTE NO 40 17 09 43 43 25 07 07 08 08 23 15 15 24
NAME OF OUTLETS WHICH ONLY SELL PET BOTTLES: OUTLETS NAME ROUTE NO JANTA PROV 27 JAI BHAWANI 31 SHOPPING PLAZA 31 NAGINA 31 DHARIWAL 43 KUKREJA 43 STANDARD NAMKEEN 43 KRISHAN PROV 53 JAGDISH 72 GARG 04 MITTAL 25 GUPTA 25 KASHMIR DAIRY 26 ANAND 26 SAISBURY CONVENIO 29 GOYAL STORE 64 BANSAL BHANDAR 64 DELHI FRUIT 64
QUESTIONNAIRE
NAME ADRESS. . PH.NO.
1. What do you say about relationship of the company with the retailers is A. very healthy C. average . very poor D. no comments
2. Are you getting your requirements (goods) timely A. yes 3. What is your daily average sale of Pepsi products 4. How would you rate the promotion/ advertisement of pepsi products A. excellent C. fair B. good D. poor B. no
5. is the company giving you good schemes / offers to promote the sale of pepsi products. 6. How would you rate the popularity of Pepsi products. A. excellent C. fair B. good D. poor
7. What do you say about demand and supply A. D>S C. D=S 8. Are you achieving our sale target? A. yes, then go to 9, 10 10. Then the reason behind it is A. brand name/good advertising C. monopoly 11. Then how much you sell more 12. Then the reason behind it is A. bad advertising C. healthy competition B. low demand D. bad taste B. high demand D. good quality/taste B. NO, THEN GO TO 11 B. D<S D. dont know
13. What are the different problems that you are facing during the sale of Pepsi Products? . . . 13. Do you want to suggest any thing to increase the sale of Pepsi products? .. ..