IMPACT OF

SIGNAGE ON PEPSI
SOFT DRINK INDUSTRY

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The compilation of this project marks the beginning of ever growing
and valuable learning experience in my life. Throughout the period of
the project. It would therefore be worthwhile to mention the
contribution made by people around which led to successful completion
of this project and I express my gratitude for all that I have learnt so
far and continue the same every new day.

While thanking it would be a bit unfair to say “first and foremost”.

Hence I express my deepest regard to Mr. Anoop Sethi, faculty at Jims
for his constant support and guidance.

My special thanks to Mr. Ashok Singh (distributor) and Mr. P. Banerjee

(customer executive) for their cooperation, encouragement and
support throughout the work.

I also thank to all officers and distributors of the SMV BEVERAGE. Who
helped me in preparing “IMPACT OF SIGNAGE ON PEPSI SOFT DRINK
INDUSTRY” and giving their valuable time that helped me to finish the
project successfully?

I would also like to express my gratitude towards my parent who

encouraged me through the whole period of summer training, without
their help and encouragement, this project would have remained as a
mere dream.

Last but not the least, I would like thank every body helped,
supported, guided and information and compiled my summer project.

“Enjoy your drink”

Cheers
Ankit Srivastava

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 TITLE PAGE NO.

• ACKNOWLEDGEMENT 2

• INTRODUCTION OF THE INDUSTRY 4

• INTRODUCTION OF THE COMPANY 13

• INTRODUCTION OF THE TOPIC 21

• OBJECTIVES 35

• RESEARCH METHODOLOGY 36

• SCOPE AND RELEVANCE OF THE STUDY 39

• LIMITATION OF THE STUDY 40

• DATA ANALYSIS AND INTERPRETATION 41

• SUMMARY AND FINDING 56

• CONCLUSION 57

• SUGGESTION AND RECOMMENDATION 58

• ANNEXURE 60

• BIBLOGRAPHY 64

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 OVERVEIW OF
SOFT DRINK INDUSTRY

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The soft drink segment of the processed food industry is estimated to
have a Rs. 1000 crore market, which include organized and
unorganized sector. Soft drink are nonalcoholic carbonated synthetic
flavored/ sweetened beverages and also fruit based drinks some of the
majors producers are Parle, Pepsi drinks, Mc Dowell and Dukes. Soft
drink concentrates on account of Rs. 8000 crores.

Soft drink can be classified into two broad categories carbonated

drinks and noncarbonated drinks. Both have enormous market. In case
of carbonated beverages the effectiveness of carbon-di-oxide is the
main factor in determining the quality. A prolonged visible and
sparking effervescence is sought after to produce soda taste in such
drinks. Non- alcoholic soft drinks beverage market can be divided into
fruit drinks and soft drinks. Soft drinks can be further divided
carbonated and non-carbonated drinks. Cola, lemon and oranges are
carbonated drinks while mango and grape drinks come under non-
carbonated category.

Soft drinks are available in bottles, cans and large PET bottles for
home consumption fountains also dispense them in disposable
containers.

Soft drinks may be carbonated or non-carbonated. For carbonated

drinks carbonation forms a critical part of the process in carbonation

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carbon dioxide is dissolved in the water, which is used in
manufacturing the drinks.

In a bottle plant, soft drink Company’s supply concentrates to the

bottlers where it is diluted warer along with other ingredients in
specific proportion. The quality of this mixture is maintained through
strict controls. The basic constituents of the soft drinks are water,
sweeteners, acidulates, flavorings, colorings, foaming agents and
preservation. The soft drinks markets are dominated by the few
brands; coca-cola for examples till it was disfranchised in the late
seventies had a Rs.1000 millions complex with 22 bottling plants all
over India.

FUTURE DEMAND

Soft drinks industry in India has witnessed phenomenal growth in the

recent past. The soft drinks manufactured in India rank on par with the
best produced anywhere in the world. the consumption of sort drinks
has increased for the last couple years. It is still out reach of the poor.
It is luxury.

MARKET GROWTH

Soft drinks market size is currently estimated to be 6480 bottles.

The market, which was witnessing 5-6% growth in the early 90s and
even slower growth at around 2-3% in the late 80s, has averaged
demand growth of around 16% in the last two years. Aggressive
marketing by global MNCs Pepsi and Coca-Cola drove the high growth
rates.

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 YEAR PRODUCTION (million bottles)
1988 – 1989 1968
1989 – 1990 2070
1990 – 1991 2195
1991 – 1992 2490
1992 – 1993 2800
1993 – 1994 3000
1994 – 1995 3240
1995 – 1996 4000
1996 – 1997 4450
1997 – 1998 4920
1998 - 1999 5670
1999 - 2000 6100
2000 - 2001 6480

MAJOR PLAYERS

The soft drink market in India is dominated by the two global majors
Pepsi and coca-cola, which had wound up its India operation during
the introduction of the FERA regime, reentered India 16 years later in
1993.coca-cola acquired a major chunk of the soft drink market by
buying out local brand thumsup, limca and gold spot from parle
beverages more recently coca cola has also acquired Cadbury
Schweppes soft drink brand crush, Canada Dry and sport cola, Pepsi
although started a couple of years before coca-cola in 1991, has a
lower market share today. it has recently bought over mumbai based
duke's range of soft drinks brands.

At an all India level coke brands have a combined market share of

57% where as Pepsi has market share of about 42%. In the cola
segment, which is the largest soft drink segment both have almost
equal market shares.

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Distribution network

There is no involvement of wholesalers in the distribution of products.

It is mire like an agent network. The companies have divided the
country into various regions and established a franchise in each
region. the franchise has their own bottling plants and manages all the
day-to-day operations. However, of late the soft drinks companies
have started setting up company owned bottling units/ have been
acquiring some of its franchise bottles.

Advantages and limitation of franchise network

Advantages are: -

Reduced investment levels in manufacturing equipments:

If a company sources its products from franchisee, it doesn't require

setting up its own manufacturing's plant for the purpose. The company
thus benefits from reduced investment sin manufacturing facilities,
inventories of raw materials and other functions required for the
manufacturing of the components.

Saving on management time: -

As the components are outsourced, the company stands to gain by

saving on the management time and cost. The role of the company
gets restricted to establishing the systems and in quality control at the
franchise locations. Over a period of time the systems implemented
stabilize and hence the involvement of the company remains on at the
strategies decisions level.

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Regular supply of components: -

With the development of strong relating with the franchisees, he

manufacturer can be assured of a regular supply of components as per
the manufacturer's specifications.

Reduced interfacing and dealing with labour

The labour and union employees involved in the manufacturing are

responsibility of the franchisee this is beneficial as it reduced the
management time and involvement in solving their issues.

Limitations are: -

Large volumes: -

To set up ancillary base, the company is required to produce large

volumes as the franchisee may not be interested in making large
investments in the manufacturing facilities if the volumes required to
be produced are low. Especially the existing franchises will not take
the risk of typing with new players.

Financial support: -

In India, most vendors are small in size and don't have the capital to
invest in these equipments, which requires the manufacturers to give
them financial support. This problem becomes intense when the
manufacturer has an existing franchisee has and wants to increase the
capacity.

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Quality: -

In some cases, due to cost considerations, the manufacturers are

forced to compromise on quality.

India and the soft drink industry.

India had strange bad fellows kind of relationship with Mnc's which
gave a significant opportunities to drink industry of India when coca-
cola decided to wind up its operation in 1977 rather than bowing to the
Indian government insistence on:-

1. Dilution of equity, as the government felt that the lots of foreign

currency were drained.

2. Manufacturing of the top secret concentrate (syrup) in India.

3. Disclosure of the chemical composition of the essence.

After the winning of coca-cola a large space was left in the vast soft
drink market, and a vista was opened for any company with the
requisite, technical, marketing and organization skill.

Three or four groups of Indian bottling companies had the requisite

production capacity stared their own branch of Cola, Lemon and
orange flavors but failed to achieve their respective goals on the
national prospective.

Owner Company Product

Mc Dowell Thrill, Rush, Sprint, Kissan
Parle Thums up, Gold Spot, Limca
Fure drinks Campa-Cola, Campa-Orange

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 Campa-lemon, and Tripp
Modern bakeries 777, Tingler
Double Cola Sky lemon, Orenjoy lemon,
Upton Treetop
Punjab agro ltd Vol fruit

Their well equipped bottling plants and the distribution networks were
of no use until 1977 when they developed a new formula to survive
and they gradually came up with lemon, orange and cola flavours.

No doubt in this era the race winner was Parle with Thums up, Gold
Spot and Limca under its umbrella.

Parle product viz. Thums up, Gold Spot and Limca became the market
leader in their respective segments Thums up was the front runner of
the Parle brands blazing its way bearing the slogan "Happy times are
here again" indicating the coke replacement. Thums up to very great
extent retrieved the coke addicts from the so-called "cola-shock" or
"cola-depression"

In spite of all these, the soft drink market is still has large gap, as
claim by soft drink manufactures. To fill the gap, their many soft
drinks concentrate and squash flooding the market.

The Indian soft drink market basically offered three flavours, i.e.
orange, lemon and cola now after long gap government of India
invited Pepsi Cola Company in 1990 and it pumped Rs 1000/- crores
into India’s operation.

Pepsi cola company founded by cable brand ham in 1890 at north

caroma in U.S.A now it is ranked 86th (1996) in the world with an
assess of around $25000 million, having its headquarter at NEW YORK.

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In India it has more than 24 bottling plants of them 10 are COBO and
rest are FOBO.

Along with Pepsi Coca-Cola also entered India in 1993 and has joined
with to do the business on Indian soil to regain its lost prestige.

OVERVIEW OF
PEPSI COMPANY

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S.C.B.L. Adityapur, Jamshedpur a medium sector enterprises, located
amidst beautiful surrounding, on the Tata Kandra road in the Adityapur
industrial area and producing Pepsi range of bottled soft drinks viz.
Pepsi, & Up, Mirinda (Lemon, Orange, Apple), Mountain Dew, Slice and
Cafe-Chino has now become a household word in the south Bihar
today symbolizes achievement and advancement over the years.
Today, it symbolizes self-reliance in quality and technology,
productivity and industrial relation since its inception over 25 ears ago.

Steel city beverages Ltd. was established in 1967 and production

commenced in March 1969, at very out set the company installed state
the art machines and technology, for the production and bottling of
soft drinks, the bottling plant with a capacity to produce 220 bottle per
minute is totally automatic and also had a modern state of art inter
mix machine for bringing forth the right blend of flavours. The
company continuously adopted and innovate technology in keeping
with its policy of constant quality improvements. With the advent Pepsi
cola international in India, the company entered into an agreement
with Pepsi foods Ltd. for the production and sales of Pepsi range of soft
drinks for South Bihar.

The company with has a manpower 110 ranked as the best bottling
company in the country in terms of quality, efficiency, sales,
productivity and HRD. Under the guidance of its chairperson Smt.
Kusum Kamani and able stewardship of its Managing Director, Sri
Nakul Kamani the company had consistently backed on numerous
occasions, award for quality assurance and productivity.

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In 1993, it bagged top owners for being the best conscious plant
amongst all Pepsi bottling companies in India.

The companies’ highly sophisticated plant and quality control

laboratory along with the dedication and enterprises of its employees
is more then evenly matched by the management's sense of
understanding and compassion that had insured the companies’
progress with every passing day.

steel city beverages Ltd. was taken over by Mr. S.K. Jaipuria in March
1999 from Mr. Nakul Kamani along with Rushabh marketing (p) ltd. a
marketing unit.

Mr. S.K Jaipuria is very much enthusiastic businessman. he has

number of bottling plants all over India like Orissa, Bhopal, Nagpur,
Hyderapur, Dharward etc. He is always want to increase the
production and sales of his products.

So in the year 2002 another bottling plant in the name of SMV

Beverages (Jamshedpur) a unit of SMV agencies (p) Ltd. Was
established by Mr. S.K Jaipuria. It has the capacity to produce 600BPM
in Jamshedpur, which is catering the need of whole of Jharkhand. It is
also franchisee of PEPSI.

Through Mr. Jaipuria holds the top position but the overall policies
regarding managerial decision and all executive function are performed
and looked alter by Mr. P.S Kumar- director of SMV Beverages
(Jamshedpur). The director looks after all the functions of production,
sales, accounts, H>R>D, purchases etc. all the departmental heads

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are assisting him in smooth running of the day to day affairs of the
company.

SMV Beverages (Jamshedpur) is proud of winning Pepsi Q.A (gold)

international Quality award for the year 2001.

SMV Beverages (Jamshedpur is also proud of setting up PET plant in

march 2003. it has capacity of bottling 40 Pet bottles per minutes. it is
bottling 500ml, 1.5 litre and 2 litre PET bottles of different flavour.

 Pepsi (cola)
 Mirinda lemon
 Mirinda orange
 7 up
 Mountain dew

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 IMPACT OF
SIGNAGE ON PEPSI
SOFT DRINKS INDUSTRY
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21
Signs collectively (especially commercial signs or posters):
“There will be signage displayed at each post”

CATEGORY: -
Group; grouping + collection; aggregation; accumulation; assemblage
+ signage

Sign are public displays to visually communicate information. Some

signs are permanent, such as road signs, and vinyl cut lettering. Other
signs are updateable, such as slot board and LED displays. Electronic
flat screen technology, including plasma display panels (TDPs) and
liquid crystal displays (LCDs) are being used to create a new breed of
updateable signage.

WHY USE SIGNAGE?

INTRODUTION

“Why should I have a sign?” is the question often asked by business

owners. The answer will vary depending on your business type and
format. In a highly impulse oriented business, good signage can be the
difference between the success or failure of the business. The profile of
your trade area also impacts your signage needs. Good signage can
increase a business’s opportunity for success.

Signs are the most affordable means of advertising for many

businesses, and most businesses- new or not – don’t have a dollar to
waste.

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This section introduce the term “on-premise” sign, as well as presents
information that supports why a business must have an on-premise
sign to be to most successful. So, what is an “on-premise” sign, and
why the focus on that particular type? An on-premise sign is:
“A communication device whose message and design relates to a
business, an event, goods, profession, or offered on the same property
as where the sign is erected.”

Types of signage: -

Introduction

Regardless of the type used, your signage must be appealing to your

customers and the message must be readable.

When faced with the task of reviewing the many choices of signs
available, it helps to approach it by first looking at the three primary
locations in which you will typically use on-premise signs:

Building mounted signs

Freestanding signs
Interior signs

Building mounted signs: -

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 On-premise signs may be attached to the roof, parapet,
marquee, or building fascia. These signs may be either parallel or
perpendicular to the building surface.

Freestanding signs: -

On-premise signs are generally supported by a structure

attached to or cast in a foundation. The structure and attachment to
the foundation may be concealed with a decorative covering.
Freestanding signs can be further enhance by landscaping.

Interior signs: -

On-premise signs are those that advertise the location of

businesses located in common building such as a mall, office building
entertainment complex etc. They have two major purposes:
1. To influence buyer choices and encourage certain “point of
purchase” transaction; and
2. To provide guidance in a safe and efficient manner, as required
by local regulatory authorities.

Understanding the value of signage:

Introduction

An effective on-premise sign is critical component of visibility, and the

sign should receive the same careful attention as these other
components. Without a properly designed and placed on-premise

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business sign, a commercial site cannot function at its full economic
potential.

This section presents information about:

Understanding the value of signage
Determining what an effective sign will mean for your business success
Working with and possibly correcting problem with existing signage,
and
Using signage to change customer behaviors.

Obtaining your signage: -

Introduction

Obtaining a sign for your business is not difficult, however getting an

effective sign – a sign that will have a positive impact on your business
income and success- mean that you not only are aware of the many
types of signs and design, but also understanding the various types of
sign companies, sign construction and more. As types of signs are
presented in another section will focus on working with sign companies
and understanding signs design.

Designing a sign: -

Designing effective signage involves more than just making the sign
look good. In addition to the careful selection of size, colours, lighting
and more, signage must also fit your business location’s needs.

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This section covers:
Design tips
Lighting and illumination
Evaluating your business location’s signage needs.

Design tips: -

Tips for effective signage design:

1. Keep it visible and legible: - Remember that of all ages are
looking through a windshield, in traffic, day and night. They
must be able to see and read your sign easily.
2. Save the details for sale: - Don’t attempt to sell them with
information on the sign- save that information until they are in
your business.
3. Keep it simple: - The proper design of your sign is critical to its
effectiveness. Crowding the sign with too many words or lines of
text makes it impossible to read from a distance.
• Use as few words as possible so your signage is legible.
Fewer words are better and three to five words are
optimal for quick readability.
4. Grab attention: - There should be something about the sign that
will reach out and command attention.
• Ideally, the first read should be a large pictorial graphic or
your company logo, but it can also be large dominating
text.
5. Your sign is your handshake: - Your sign is your handshake with
the public, and first impression is the last impressions. Your sign
must project the image you want the public to have of you.

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 • People will judge the inside of your business by how it
looks on the outside.
6. Use new technology: - The addition to time and
temperature display or an electronic variable message
center can make your business a landmark in your
community. With today’s technology, signs are becoming
more effective at delivering their owner’s messages while
also becoming more cost effective.
• The new electronic message centers allow you to
change the message on your sign as easily as you
change your mind.

7. Appeal to impulse buyers:- Many owners mistakenly think of a

sign merely device that identifies the business. What they fail to
realise is that 5% of all retail sales are a result of impulse buys.
• People see, shop and buy. If a sign is ineffective, it
can actually cost the business owner more in lost
sales than the entire cost of a good sign.

8. Aesthetics and suitability: - Your sign must be attractive and

appropriate for your type of business.

9. Keep it near the viewer: - Put the sign as close to the street as
allowable.

10. Make your sign is conspicuous: - Your message competes in a

complex environment. A passerby must be able to differentiate
your sign from its surrounding environment.

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11. Avoid obstructions: - Make certain that the sign can be viewed
without obstruction from any source.

• Drive past your business from all directions to help

determine the most visible location of your sign.

12. Use pictures or graphics: - It should have an attractive pictorial

graphic or company logo that clearly grabs a viewer’s attention
first.

13. Make it memorable: - It should make a potential customer want

to stop and see what's inside the business.

14. Make it enticing: - Your sign should make potential customer

want to stop and see what's inside the business.

15. Consider colors carefully: - Too many colors take away from
the quick readability of the sign. Again, stay simple.
• Many sure colors are contrasting. Yellow an white is
not readable, whereas black on white is very
readable.
• If you have several colors in a graphic, stay away
from multi-colored lines of text or words. Back text is
better.

16. Consistent visual image: - Ideally, the design and the colors of
your building should reinforce the design and colors of your
sign (or vice versa). Color is probably the easiest and most cost

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 effective device or this co-ordination of design for business
identification.

17. Avoid clutter: - "White-space" is the surface area of a sign's

face that is left uncovered by either text or graphics. The
proper amount of the white space is just as important for quick
readability as are graphics, text and colors.
• 30% to 40% of the sign's face area should be left
as white space for optimal readability.

18. Place it to be seen: - An attractive and well-designed sign will

only be effective if it is placed in a location that optimizes its
visibility to passer-by. Your goal should be to make the sign
unavoidable to the passing viewer.

In summary...

Your sign will do many things for your business, from creating the initial
impression to providing the message to new and potential
customers about your products and services. A sign does this
through a combination of light, size text, construction, placement
and more. Keep these design tips in mind as you design an
effective sign for your business.

Lighting and Illumination:

The primary purpose of signage is to communicate to your targeted

audience in a legible, readable and conspicuous manner while
remaining pleasing to the eye. To accomplish this task during all

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 hours, your signs must be illuminated. For the follow reasons, give
careful thought to your choice of signage lighting or source of
illumination:

A sign that is easily detected and read, no matter the time or weather,
will pay for itself many times over during the course of your
business.

Electric signs are energy efficient, using light sources that are similar to
the energy efficient lamps utilized inside your store.

Lighted signs consume electric energy at night when there is excess

generating capacity and therefore do not contribute to the power
shortages that have occurred in some areas of the country.

Illuminated signs can be readily maintains by your sign company. Many

sign companies offer maintenance contracts so you can average
your costs and avoid occasional large expenses, which you might be
tempted to defer during a slow month, while assuring that your
signs will be properly illuminated to maximize the benefit to your
business.

In summary...

Lighting and illuminating your signage adds a cost component, however it

can also maximize your signage investment.

Evaluating your Business Location's Signage Needs:

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 Before business owner pus up sign, it is extremely important for
that owner to evaluate the business and its location in terms of its
signage needs. Carefully review and consider these criteria before
designing your signs.
Criteria before designing your sign:

1. The type of business you operate:

The very first thing you should do before buying a sign is evaluate the
signage needs of your business needs of your business in terms of the
goals to be accomplished through signage. In other words, is your
business:
• The type that needs to “brands” its site in the community,
as with a doctor’s office or auto repair shop, so that
potential customers are aware of your business and think
of it first when the need arises?

• A business that frequently advertises price or product

specials, such as a grocery or liquor store?

• Rely more upon “impulse” stops and\or purchases, such as

a freeway gas station, or a discount model?
These factors are very important in determining the number of
messages (or lines of text) you’ll need, whether or not a reader-board
or an electronic message center is necessary or desirable for your
business, and help you determine the overall size of your sign.

2. The type of street (e.g. two lanes, fore lane, one-way, etc.):

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With more lanes of traffic, any given sign may become less noticeable
because of the traffic obstacles, or masking
• The faster the traffic, the larger your sign and its text must
be to be readable.
• It is critical that the text is legible from a sufficient
distance to allow drivers to read the sign and safely
maneuver through traffic.

3. Obstructions (e.g. trees, poles, neighboring buildings)

For any sign to be effective, it must be clearly visible to potential

customers.
Obstacles should be overcome through mounting style choice, choice,
sign placement and the height of the sign as mounted.
Before installing your sign, drive by your business from all directions to
check for potential obstacles.
There are some questions, which will be useful regarding the impact of
signage on Pepsi soft drinks industries.

1. What is the most effective sign for my business?

• The answer here will vary somewhat depending your

business, location and other factors. In general, following these
guidelines will increase the effectiveness of your sign.
• The best sign for your business is a sign that will attract
the most customers and project
• The image you desire.
• Your sign must be visible and easy to read for people
who are driving and walking past your business.

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 • Your sign must be attractive and appropriate for your
type of your business.
• A sign will serve to remind existing customers of your
business and location, and provide new customer with a valuable
visual indicator about the product or services your offer.
• Your sign should be as large as allowable for your
location.

2. What should signage says?

• Our successful sign will communicate effectively and

concisely.
• Therefore here are some general guidelines
• In as few words as possible, clearly communicate what
you are selling.
• A picture depicting your product or service adds impact
and clarity.
• Present the image you want to project that will attract
customers and entice them to stop, shop and buy.
• Determine the best sign type, size, colour and
placement, keeping in mind what the sign will look like from the
street and sidewalk. The proper design of your sign is critical to
its effectiveness.
• Crowding the sign with too many words or lines of text
makes it impossible to read from a distance. Use as few words
as possible. In general, not more than 5 – 7 words, with 3 – 5
being ideal.
• Don’t try to sell your customers with the sign—save that
type of information until they are in your place of business.

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 • People are looking through a windshield, in traffic, day
and night and in all types of weather. Help your customers both
see and read your sign easily.

3. Is signage expensive?

• Signage is the least expensive, yet most effective, from

of advertising for independent and national retail businesses.
• You pay for the sing once and it works for you 24 hours a
day, 7 days a week for years.
• Use of other media requires paying month after month
and you never have the benefit of ownership. You also have no
assurance that you’re reaching potential customers.
• From a business owner’s perspective, a sign should not
be viewed as an expense, but as a capital investment. When you
factor in your return on investment, signs are not expensive. An
effective sign will most likely pay for itself many times many
times over.
• The price for signage will vary greatly depending upon
the design, style, manufacturer, and mounting type.

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Major objective: -
• To identify the market share of bottled drinks compared
to other soft drinks.
• To identify the signage share of Pepsi compared to Coca
Cola
• To compare the environment in which bottle drink is
consumed more.

Minor objectives: -

• To identify the popular brand in market.

• To identify the refrigerator’s details of Pepsi and
coca cola and develop a comparison.
• To find out an appropriate distribution channels of
Pepsi compare to coca cola.

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Research problem:

My research problem is to know the customer and dealer perception

about Pepsi Company and the scheme that the company is providing
to the dealer and consumer.

Research design:

The research that I carried out here is descriptive in nature. I choose

this design as people are already dealing with Pepsi Company and who
wish to get engage with company after knowing about various features
of company.

Descriptive research or statistical research provides data about the

population or universe being studied. It can describe 6 w’s i.e. what,
when, why, who, where, and way. Therefore description about
customer perception about Pepsi Company.

Data collection method and tool:

I have collected data from both primary and secondary sources:

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1. Primary sources: Under this, I have collected data mainly from
questionnaire. Questionnaire is designed to brief, precise, and
structured so that the administering the questionnaire would not
be time consuming. The questions were organized so as to
extract relevant data that would contribute towards the objective
of this report questionnaire, which I prepared, is a close end
questionnaire.

2. Secondary sources: Under this I studied, mainly company

literature of Pepsi and their procedure to deal in the market.

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Sampling procedure:
Stratified random sampling method was used for selecting the sample
units. The sampling universe was mainly retail shop. A sample random
was then chosen independently from each group or stratum.

Sample size:
A sample size of above 180 was selected due to time and money
constraints.

Sample unit:
Any soft drink retailer’s shop zero to sixty units in each in the city of
Jamshedpur was considered as a sample unit.

Sample distribution:
A sample size was equally distributed among retailers according to the
order of flavours.

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Scope: -

Geographically the study was limited to the city of Jamshedpur in

Jharkhand.

The study was concentrated on the mainly retailer according to the

area of Jamshedpur.

Relevance: -

The study was aimed at helping at helping the company SMV

beverages limited, and its distributors to identify new opportunities for
their product and to find out the weak point in sales and marketing.

39
The study is subjected to every normal sampling error, which are
inherent in similar social surveys.

Due to constraints of time the sample size selected was limited to 100.
This is a major which contrast the results which actual when
considering the total population of around 5 lakhs in Jamshedpur city
alone.

1) Inaccurate reporting by respondents.

2) Actual lying by the respondents.

40
 DATA ANALYSIS
AND
INTERPRETATION

41
TABLE 1) VISICULAR (DETAILS ABOUT FRIDGE) OF RETAIL SHOP: -

BRAND NO OF RESPONDENTS PERCENTAGE

PEPSI 10 CS 14.92
COCA COLA 19 CS 28.35
OTHER 38 CS 56.71
TOTAL 67 CS 100

60

50

40
PEPSI
30
COCA COLA
20 OTHER
10

0
NO OF RESPONDENTS PERCENTAGE

INFERENCE: -
IN THE WHOLE AREA OF BISTUPUR THERE ARE NO OF TOTAL FRIDGE ARE 67 AND
PEPSI FRIDGE ARE 10
COCA COLA FRIDGE ARE 19
OTHERS FRIDGE ARE 38
OTHERS FRIDGES ARE THE TOP OF MIND BRAND AMONG PEPSI AND COCA COLA.
SO THE SHARE OF PEPSI IS 14.92% AND COCA COLA SHARE ARE 28.35%

42
TABLE 2 – DETAILS ABOUT COLD STOCKS OF RETAIL SHOPS: -

BRAND NO OF RESPONDENTS PERCENTAGE

PEPSI 110 70.96
COCA COLA 45 29.03
TOTAL 155 100

120
100
80
60
PEPSI
40 COCA COLA
20
0
NO OF PERCENTAGE
RESPONDENTS

INFERENCE: -

PEPSI IS THE TOP OF MIND BRAND AMONG THE FLAVOUR COLA SHARE ARE
70.96%. WHERE COCA COLA RANKS SECOND WITH 29.03%.

43
TABLE 3 – DETAILS ABOUT WARMSTOCK OF RETAILSHOPS: -

BRANDS NO OF RESPONDENTS PERCENTAGE

PEPSI 138 84.14
COCA COLA 26 15.85
TOTAL 164 100

140
120
100
80
60 PEPSI
COCA-COLA
40
20
0
NO OF
RESPONDENTS

INFERENCE: -

IN WARM STOCKS PEPSI IS THE TOP OF MIND BRAND AMONG THE COCA COLA
SHARE OF PEPSI OF PEPSI ARE 84.14% AND COCA COLA RANKS ARE SECOND WITH
15.85%.

44
TABLE 4 – DETAILS ABOUT SIGNAGE (PAINT, POSTERS, LIGHTBOARD
ETC) IN THE MARKET: -

BRAND NO OF RESPONDENTS PERCENTAGE

PEPSI 18 26.86
COCA-COLA 19 28.35
OTHER 30 44.77
TOTAL 67 100

45
40
35
30
25
PEPSI
20
COCA-COLA
15
OTHERS
10
5
0
NO OF
RESPONDENTS

INFERENCE: -

ACCORDING TO THE MARKET SURVEY I FOUND OUT THAT OTHERS BRAND

SIGNAGES ARE THE TOP RANK AMONG PEPSI AND COCA COLA. COCA COLA SHARE
ARE 28.35% WHERE PEPSI RANKS WITH 26.86%.

45
THE TYPE OF OUTLETS IS CLASSIFIED AND THE TABLE HAS BEEN
CONSTRUCTED. THE RESULTS ARE TABULATED IN THE FOLLOWING
TABLE.

TYPE OF OUTLETS NO. OF RESPONDENTS PERCENTAGE OF TOTAL

COOL BAR 26 14.44
TEA STALL 33 18.33
HOTELS 60 33.33
BARS 11 6.11
OTHER 40 22.22
TOTAL 180 100

COOL BAR
OTHER
15%
24%

TEA STALL
BARS 19%
6%

HOTELS
36%

INFERENCE:

TABLE SHOWS THAT 14.4% OF THE RESPONDENTS ARE COOL BAR OWNERS. 18.3%
ARE TEA STALL OWNERS, 33.3% OF THE RESPONDENT ARE HOTEL OWNERS
DEALING COLD DRINKS, ONLY 6.1% ARE BAR OWNERS AND THE REMAINING 22.2%
OF THE RESPONDENTS SAID THAT THEY OWN SMALL PETTY SHOP GROCERY SHOPS
ETC.

IT IS EVIDENT FROM THE ABOVE TABLE THAT HOTEL OWNERS (33.3%) ARE THE
MAJORITY RESPONDENTS WHO ARE DEALING WITH COLD DRINKS.

46
THE FOLLOWING TABLE ILLUSTRATES THE BRANDS OF COLD DRINKS
THE RESPONDENTS ARE DEALING WITH. SOME RESPONDENTS ARE
DEALING ONLY ONE BRAND AND SOME DEALING DIFFERENT BRANDS.
THEY ARE TABULATED IN THE TABLE.

BRANDS AVAILABLE NO OF RESPONDENTS PERCENTAGE

AT OUTLET
ONLY COCA COLA 30 16.66
COCA COLA & PEPSI 60 33.33
ONLY PEPSI 90 50
TOTAL 180 100

ONLY COCA
COLA
17%

ONLY PEPSI
50%

COCA COLA
& PEPSI
33%

INFERENCE: -

THE ABOVE TABLE SHOWS THAT 16.6% OF THE RESPONDENTS ARE DEALING COCA
COLA ONLY, 33.3% ARE DEALING COCA COLA AND PEPSI AND 50% ARE DEALING
ONLY PEPSI.

FROM THE ABOVE TABLE ONE CAN INFER THAT 50% OF THE RESPONDENTS ARE
DEALING PEPSI ONLY WHEREAS COCA COLA ALONE CONSTITUTES 16.6%.

47
THE RESPONDENTS WERE ASKED ABOUT THE FREQUENCY OF
SERVICE VISIT OF PEPSI PERSONNEL AND THEIR REPLY IS EXHIBITED
IN TABLE.

SERVICE FREQUENCY NO OF RESPONDENTS PERCENTAGE

DAILY 70 38.88
ONCE IN A WEEK 20 11.11
TWICE IN A WEEK 30 16.66
THRICE IN A WEEK 40 22.22
NO OPINION 20 11.11
TOTAL 180 100

70
60
50
DAILY
40
ONCE IN A WEEK
30
TWICE IN A WEEK
20 THRICE IN A WEEK
10 NO OPINION
0
NO OF PERCENTAGE
RESPONDENTS

INFERENCE: -

IT IS INFERRED FROM THE ABOVE TABLE THAT 11.11% OF THE RESPONDENTS

DOESN’T WANT TO GIVE ANY OPINION ABOUT THE SERVICE VISIT BY PEPSI
COMPANY REPRESENTATIVES, WHEREAS 22.2% RESPONDENTS SAID THAT THEY
VISIT THRICE IN A WEEK, FOLLOWED BY 38.8% DAILY, 11.1% SAID ONCE IN A
WEEK AND REMAINING 16.6% SAID TWICE IN A WEEK.

48
THE FOLLOWING TABLE ILLUTRATES THE SATISFACTION LEVEL
TOWARDS THE SERVICE RENDERED TO THE PEPSI DISTRIBUTOR. THE
SATISFIED LEVEL IS CLASSIFIED INTO SATISFIED, DISSATISFIED
AND NO OPNION AND THEY ARE TABULATED ACCORDINGLY IN THIS
TABLE.

SATISFACTION LEVEL NO. OF RESPONDENTS PERCENTAGE

SATISFIED 100 55.55
DISSATISFIED 50 27.77
NO OPINION 30 16.66
TOTAL 180 100
NO OPINION
17%

SATISFIED
55%
DISSATISFIED
28%

INFERENCE: -

ONE CAN INFER FROM THE ABOVE TABLE THAT 55.5% OF THE RESPONDENTS SAID
THAT THEY ARE SATISFIED WITH THE SERVICE RENDERED BY PEPSI DISTRIBUTOR
WHEREAS 27.7% SAID THAT THEY ARE DISSATISFIED BECAUSE OF NOT
ATTENDING TO THEIR COMPLAINS IMMEDIATELY AND FAVOURABLY. 16.6% OF THE
RESPONDENTS SAID THEY DO NOT WANT TO GIVE ANY OPINION BECAUSE OF
FEAR TOWARDS THE SERVICE PEOPLE.

OVERALL MOST OF THE RESPONDENTS ARE SATISFIED WITH SERVICE PROVIDED

BY PEPSI REPRSENTATIVES.

49
THE REPONDENTS ARE ASKED WHETHER THE COMPANY
REPRESENTATIVE VISITS THEM PERIODICALLY AND THE FREQUENCY
OF VISIT IS TABULATED LIKE WEEKLY, MONTHLY, OCCASIONALLY,
AND DAILY AND NO OPINION.

FREQUENCY OF VISIT NO. OF RESPONDENTS PERCENTAGE

WEEKLY 45 25
MONTHLY 55 30.55
OCCASIONALLY 25 13.88
DAILY 30 16.66
NO OPINION 25 13.88
TOTAL 180 100

60

WEEKLY
50

MONTHLY
40

OCCASIONALLY
30

DAILY
20

NO OPINION
10

0
NO OF RESPONDENTS PERCENTAGE

INFERENCE: -

IT CAN BE INFERRED FROM THE ABOVE TABLE THAT 25% SAID THAT THEIR
REPRESENTATIVE VISIT WEEKLY, 30.88% SAID OCCASIONALLY, 16.66% SAID
DAILY AND 13.8% SAID NO OPINION REGARDING THEIR REPRESENTATIVE’S VISIT.

THE ABOVE TABLE SHOWS THAT MOST OF THE RESPONDENT IS OF OPINION

MONTHLY.

50
THE RESPONDENTS IS ASKED WHETHER THEIR COMPLAINT IS
ATTENDED PROPERLY OR NOT AND THEIR ANSWER IS TABULATED IN
THIS TABLE.

COMPLAINS DEALT NO OF RESPONDENTS PERCENTAGE

YES 75 41.66
NO 65 36.11
NO OPINION 40 22.22
TOTAL 180 100

NO
OPINION
22%

YES
42%

NO
36%

INFERENCE: -

FROM THE ABOVE TABLE ONE CAN INFER THAT 41.6% OF THE RESPONDENT SAID
THAT THEIR COMPLAINTS ARE ATTEND IMMEDIATELY AND RECTIFIED, 36.1% SAID
THAT THEIR COMPLAINTS ARE ATTEND ACCORDING TO THE CONVENIENCE OF THE
SALES REPRESENTATIVES. THE REMAINING 22.2% DOES NOT WANT GIVE ANY
OPINION SINCE THEY MIGHT HAVE NOT COME ACROSS ANY MAJOR COMPLAINTS.

51
THE EXPERIENCE IN DOING THIS BUSINESS IS CLASSIFIED INTO
BELOW 1 YEAR, 1-2 YEAR, 2-3 YEARS AND ABOVE 3 YEARS. THE
RESPONDENTS ARE SURVEYED AND THE RESULTS ARE TABULATED IN
THE FOLLOWING TABLE.

PERIOD NO. OF RESPONDENTS PERCENTAGE

BELOW 1 YEAR 15 8.3
1 – 2 YEAR 35 19.4
2 – 3 YEAR 50 27.7
ABOVE 3 YEAR 80 44.4
TOTAL 180 100

80
70
60
50
40
NO OF RESPONDENTS
30
PERCENTAGE
20
10
0
BELOW 1-2 2-3 ABOVE
1 YEAR YEAR YEAR 3 YEAR

INFERENCE: -

THE ABOVE TABLE SHOWS THAT 44.4% OF THE RESPONDENTS ARE DEALING WITH
PEPSI ABOVE 3 YEARS FOLLOWED BY 27.7% OF RESPONDENTS HAVE BEEN
DEALING BETWEEN 2-3 YEARS, 19.45 ARE RUNNING BUSINESS BETWEEN 1-2
YEARS AND THE REMAINING 8.3% HAVE BEEN BUSINESS FOR LESS THAN ONE
YEAR.

52
PEPSI COMPANY OFFERS MANY PROMOTION OFFERS NOW AND THEN.
THE RESPONDENTS ARE ASKED TO GIVE THEIR OPINION REGARDING
THE PROMOTION OFFERS AND THEIR VIEWS ARE TABULATED IN
TABLE.

SATISFACTION LEVEL NO. OF RESPONDENTS PERCENTAGE

SATISFIED 65 36.11
DISSATISFIED 35 19.44
NO OPINION 80 44.44
TOTAL 180 100

80
70
60
50
SATISFIED
40
DISSATISFIED
30
NO OPINION
20
10
0
NO OF RESPONDENTS PERCENTAGE

INFERENCE: -

ONE CAN INFER FROM ABOVE TABLE THAT 36.1% OF THE RESPONDENTS ARE
SATISFIED WITH THE PROMOTIONAL OFFERS SINCE THEIR LOCAL
REPRESENTATIVES INFORMS AND GIVES THE PROMOTIONAL OFFERS DECLARED BY
PEPSI COMPANY AND 19.4% SAID THEY ARE NOT SATISFIED SINCE THE LOCAL
REPRESENTATIVES DO NOT REVEAL ALL THE PROMOTIONAL OFFER GIVEN TO THE
PEPSI DISTRIBUTOR. THE REMAINING 44.4% SAID THAT THEY DO NOT WANT TO
GIVE ANY OPINION.

53
THE RESPONDENTS ARE ASKED FOR THE REASONS FOR DEALING
PEPSI PRODUCTS. THE REASON SUCH AS HIGH DEMAND, REPUTED
BRAND, MORE COMMISSION/ MARGIN, PROVIDES BETTER SERVICE/
ALL SALES FACILITES AND NO OPINION ARE GIVEN AS THEIR CHOICE
AND THE TABULATED IN THIS TABLE.

REASON FOR NO. OF RESPONDENTS PERCENTAGE

DEALING PEPSI
HIGHLY DEMANDED 30 16.66
REPUTED BRAND 60 33.33
MORE COMMISSION/ 15 8.33
MARGIN
PROVIDE BETTER 45 25
SERVICE
NO OPINION 30 16.66
TOTAL 180 100
HIGHLY DEMANDED
60
50 REPUTED BRAND

40 MORE COMM ISSION/ MARGIN

30 PROVIDES BETTER SERVICE
20 NO OPINION
10
0
NO. OF RESPONDENTS PERCENTAGE

INFERENCE: -

THE ABOVE TABLE SHOWS THAT 16.6% OF THE RESPONDENT SAID THAT DUE TO
DEMAND THEY DEAL PEPSI PRODUCTS, 33.3% SAID DUE TO HIGH REPUTATION THE
PEPSI HAS IN THE MARKET, 8.3% SAID BECAUSE OF MORE COMMISSION THEY
GET, ONLY 25% SAID BECAUSE OF SALES FACILITES PROVIDED BY THE COMPANY
AND REMAINING 16.6% DOES NOT WANT TO GIVE ANY OPINION.

FROM THE ABOVE TABLE ONE CAN DRAW A CONCLUSION THAT MAJORITY OF THE
RESPONDENTS PREFERRED PEPSI BECAUSE OF ITS BRAND IMAGEAMONG THE
PUBLIC.

54
IN THIS TABLE SATISFACTION LEVEL IS CLASSIFIED AS PAINT,
POSTER/ BANNER/ BOARD, DISPLAY, OPENER AND PEPSI UMBRELLA.
WHICH IS VERY HELPED FOR DISPLAYING SIGNAGE OF THE PEPSI
BRAND.

VARIBLES NOS. OF RESPONDENTS PERCENTAGE

PAINT 60 33.33
POSTER/ BANNER/ BOARD 45 25
OPENER/PEPSI UMBRELLA 30 16.66
NO OPINION 45 25
TOTAL 180 100

60
50
40
30
20
10 NO. OF
0 RESPONDENT
PAINT POSTER/ OPENER/ PEPSI NO OPINION
PERCENTAGE
BANNER/ UMBRELLA
BOARD

INFERENCE: -

IN THE ABOVE TABLE 33.3% SAID THAT THEIR PAINT FOR PEPSI SIGNAGE. 25%
ARE POSTER/ BANNER/ BOARD, 16.6% ARE AVAILABLE OPENER/ PEPSI UMBRELLA
IN THE MARKET. AND 25% HAVE NO ANY OPINION OF SIGNAGE.

55
• Pepsi is the top brand among the cola flavour.
• The distribution channels of the Pepsi Company are satisfactory.
• The service and supply of the products is good.
• Overall the share of the Pepsi are (65%) in the city of
Jamshedpur.
• The Pepsi fridges shares in the market are around (40%).
• The Pepsi cold stock drinks shares around (50%) in the market.
• The warm stock of Pepsi drinks shares is around (65%) in the
market.
• The signage of pepsi soft drinks is very less in the market
compare to other brands of cola. The share of Pepsi is only
(25%) signage in the market.
• The more retailers have demand for the Pepsi stands, boards
and paint.
• The demand of retailer's gift and coupon system in every month.

56
The result and findings of this research study clearly exemplifies the
fact that an in depth study has been conducted and all the objectives
set for this research work has been fully accomplished.

From the analysis it is found that the overall performance of SMV

BEVERAGES JAMSHEDPUR seems to be proving good in the entire fast
moving soft drinks in the market. Further, in order to improve in the
market and to enhance further growth in the market, various
suggestions and recommendations have also been put forth in this
study.

According to the survey we found out the share of Pepsi is good in

market. So the company should be maintained the market as per as
the requirement of the retailers. all the major's objectives of this study
have been well analysis and accomplished in detail in this research
report.

57
• The company should take efforts to promote the habit of soft
drinks consumption.
• Unhindered supply of the commodity has to be maintained by
the company in order to curtail the consumers from switching
over to other brands.
• More Pepsi signage has to be installed in market and also
installed more advertisement. So that it will help to the company
to increase the sales.
• To maintain the portion of Pepsi, Marinda, Miranda lime, slice
etc. in consumers mind, suitable advertisement. An effective
sales promotion act has to be undertaken by giving special
preference to target consumers.
• The company should increase the availability of the products in
all areas in all outlets.
• From the retailer feedback necessary changes could be in the
attributes.
• The company should take proper action to distributor to maintain
deliver product on time. It will help to reduce complain of the
retailers.
• The company should also provide more and more signage board,
poster, banners and Pepsi stands for display the products.
• The company should also provide Pepsi fridges so that it will help
the company to increase sales. And it will also display the
signage of Pepsi in market.
• The company should also estimate gift and coupon system in
every month so that it will increase interest on retailers mind to

58
sell the only Pepsi products. The company should also maintain
the same price at least for the time being.

ANNEXURE

59
60
61
62
63
• BOOKS

MARKETING RESEARCH BY- PHILIP KOTLER

• JOURNALS

 ANNUAL REPORT OF SMV BEVERAGES (JAMSHEDPUR)

 BULLETIONS OF THE COMPANY

• MAGAZINES

 BUSINESS WORLD

 BUSINESS TODAY

 BUSINESS AND ECONOMY

• INTERNET

1. SITES: WWW.PEPSICO.COM

WWW.BUSINESSWORLD.COM

2. SEARCH ENGINES: WWW.GOOGLE.COM

64