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coca-cola”
I, Ranjit singh hereby declared that I have prepared this project report- comparative
analysis of market share between Pepsi and coca-cola in partial fulfilment award
(GPC), Mandi Gobindgarh Affiliated to Punjab University, and Chandigarh, under the
original framework. The findings in the report are based on the data collected by me
while preparing this report. I have not copied the data from any previous report.
Date :
I would like to Avail this opportunity to express my deep sense of gratitude and
indebtedness to all those who have helped and encouraged me towards the successful
I thank Gobindgarh Public College Mandi Gobindgarh who gave me the opportunity
I also thankful to Prof. Jagdeep Singh (Project Guide) for his valuable suggestions,
guidance in solving the intricate problem throughout our present Endeavour of this
manuscript. Also, without his initiation I would not have a chance to undertake this
study work and could not explore the new sphere of knowledge.
Last but not the least, I express my gratitude to all those who directly & indirectly
Sincere regards,
Declaration
Certificate
Acknowledgement
Introduction
Project in company
Research methodology
Limitations
Suggestions
Bibliography
Annexure
INTRODUCTION
The word Pepsi is now the household name all over the world. This American
company rules the world in a vast market of beverages and snacks. This empire
operates under the name PEPSI CO INC. with global headquarter at New York, also
At present Pepsi Co. Inc have three operations i.e. in beverages, snakes and fruit juice.
The fruit juice business is operated under the brand name called TROPICANA. It is
The snacks business is carried under the name of FRITO LAY. This wholly owned
subsidiary of PEPSI FRITO LAY is the world leader in snacks chips market and
enjoys the absence of any other competitor. It has two businesses FRITO LAY
The main business of PEPSI CO. is beverages. It operates under the umbrella of
PEPSI COLN, which enjoys the second position among the soft drink companies
Pepsi Co. Inc. is undergoing a massive restructuring to give itself a look. Pepsi
separate itself from restaurant business in 1987.It sound off pizza meets, KFC and
TACO Bell and combines them under a new independent company TRICON. It
Under Pepsi Co. International, Pepsi India is one of the ten business units.
The operational area of Pepsi India consists of Nepal, Bangladesh, Bhutan, Srilanka
and India. Pepsi started their operation in India in 1989 and Pepsi Food Ltd. Was
registered for operation. Both Pepsi foods are recognized trading companies under the
bottles, Plastic crates, promotional materials and packaging material for TRICON.
Pepsi with keeping with their agenda for innovation and to further boost their
market pressure has recently tied up with FMCG major Hindustan Lever Ltd. To
make available to the customers both hot and cold beverages from under one roof.
Pepsi has a soft drink concentrate plant in Channa in Punjab set up in 1990 with an
investment of $50 million. From this plant Pepsi provides the concentrates of all the
Pepsi.
COMPANY PROFILE
Steel City Beverages Ltd. Adityapur, Jamshedpur a medium sector enterprise located
amidst beautiful surrounding on the Tata-Kandra road in the Adityapur industrial area
and producing Pepsi range of bottled soft drinks viz. Pepsi, 7up, Mirinda and Slice
and had now become a household name in Jharkhand today symbolizes achievement
and advancement over the years. Today, it symbolizes self-reliance in quality and
technology, productivity and industrial relations since its inception more than 25 years
ago.
S.C.B.L. was established in 1967 and production commenced in March 1969. At the
very outset the company installed state of the art machines and technology, for the
production and bottling of soft drinks. The bottling plant with a capacity to produce
220 bottles per minute is totally automatic and also has a modern state of the art inter
mix machine for bringing forth the right blend of flavours. The company continues to
improvements. With the advent of Pepsi cola internationals in India, the company
entered into an agreement with Pepsi foods ltd. for the production and sales of Pepsi
The company which has a manpower of 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 the able stewardship of its
Managing Director Sri. Nakul Kamani, the company has consistently backed on
In 1993, it bagged top honours for being the best quality conscious plant among all
The companys highly sophisticated plant and quality control laboratory along with
the dedication and enterprises of its employees is more than evenly matched by the
managements sense of understanding and compassion that had ensured the companys
S.C.B.L. was taken over by Mr. S.K. Jaipuria in March 1999 from Mr. Nakul Kamani
Mr. S.K. Jaipuria is very much enthusiastic and enterprising businessman. He has a
number of bottling plants all over India, like Orissa, Bhopal, Nagpur, Hyderabad,
Dharward etc. In 2002 he setup another bottling plant in the name of SMV Beverages
(Jamshedpur), a unit of SMV Agencies (P) ltd. It has a capacity of 600 BPM which is
Though Mr. Jaipuria holds the top position but overall policies regarding managerial
decisions and all executive functions are performed and looked after by Mr. P.S.
Kumar, Director S.M.V. Beverages. He looks after all the functions of production,
sales, accounts, personnel, purchase etc, and all the departmental heads assist him in
S.M.V. Beverages also setup a PET bottle plant in March 2008. it has a capacity of
bottling 40 PET bottles per minute. It is bottling 500ml, 1.5 lt., 2 lt. PET bottles of
Unity of directors
Span of control
Simplicity
Flexibility
Personal
Personal Production
Production Purchase
Purchase Equipment
Equipment Finance
Finance Logistic
Logistic
Manager
Manager Manger
Manger Manager
Manager Manager
Manager Manager
Manager Manager
Manager
Personal
Personal Account
Account
Supervisors
Supervisors Supervisors
Supervisors Staff
Staff
Officer
Officer Executive
Executive
Staff
Staff Staff
Staff Staff
Staff Accountant
Accountant
Security
Security Lab
Lab Store
Store
Dept.
Dept.
Store
Store
ORGANIZATION CHART OF MARKETING COMPANY
DIRECROR
DIRECROR
(SMV
(SMVBEVERAGE)
BEVERAGE)
PERSONAL
PERSONALDEPARTMENT
DEPARTMENT HEAD
HEADOF
OFSALES
SALES
Territory Marketing
MarketingDevelopment
Development
TerritoryDevelopment
Development Shipping
ShippingDepartment
Department Finance
FinanceDepartment
Department
Manger Manager
Manager
Manger
Marketing
MarketingOfficer
Officer Supervisors
Supervisors Finance
FinanceManager
Manager
Account
AccountDevelopment
Development
coordinator
coordinator
Accountant
Accountant
Customer
CustomerExecutive
Executive
Salesman
Salesman
Loaders
Loaders
PROJECT IN THE COMPANY
SHARE BETWEEN PEPSI AND COCA-COLA. For this I had to cover some areas
of Punjab from which I selected to visit the all outlet in Mandi Gobindgarh, Sirhind,
Khanna market. Market survey is one of the most widely used marketing research
techniques. Its purpose is collection of specific data concerning to the market that
cannot come from the companys internal records or from external published source of
data. The only way to get accurate data regarding the target market is by physically
moving around in that area along with the Pepsi vehicle. There are various types of
surveys out of which the one that I used was the census survey. The report on
Retailer survey is one of the most accurate methods to known about the market share
of a company and it is especially true for soft drinks companies. Soft drink market is
In order to have a good knowledge about the market and the route it was important for
me to move along with the Pepsi vehicle. This helped me to know about:
3. Type of retailer
first 10 days I moved along with the Pepsi vehicle interacting with the retailers and
trying to build up a rapport with them. From this I also came to know how to deal
with different types of retailers and how to convince them. Feedback from the
Company was lacking in terms of service provided and also how the competitors
fared on the same parameters. These feedbacks help the company to improve its
services and as such increase retailer satisfaction which in turn results in better sales
and revenue generation. Thus appropriate marketing strategies can be worked out
While conducting the survey of the retailer I made a format which I personally filled
up by interviewing all the retailers in the Sakchi, Bistupur, Adityapur and Mango area.
NUMBER OF OUTLETS:
In the area of Mandi Gobindgarh, khanna, sirhind, and nearby villages there are 425
outlets selling soft drinks out of which around 95 are Pepsi exclusive outlets and 65
are coca-cola exclusive outlets. Rests are selling both the brands. Also there are three
Convenience outlet which includes general stores, beetle shops, medical stores
CONVININCE 195
GROCERY 145
EATERY 85
OBJECTIVES
To conduct the research work, two broad objectives were taken. The study analysed
following objectives:
Generally various steps are adopted by a researcher in studying the research along
with the logic behind them. Researchers not only need to know to how to apply
particular research techniques, but also need to mean and indicate why. Researcher
also needs to understand the assumptions underlying various techniques and the
Thus, research methodology helps to give the logic behind the methods used in the
context of our research study so that research results are capable of being evaluated
SAMPLING DESIGN
SAMPLE SIZE
I covered 425 outlets in Selected Areas. Who sales either pepsi or both pepsi and coca
cola.
DATA COLACTION
Data has been collected through both primary and secondary approach. But most of
Primary data is that data which was collected from the direct interaction with
retailers and which is raw in hand and is used for the first time. The primary
SECONDARY DATA:
Secondary data is data which has been collected from the different sources
STATISTICAL TECHNIQUES:
After collecting the information I analyzed the information by plotting the graphs of
FINDINGS
After analyzing the date there were some problems, which came into light and were
With the help of this question I tried to find out that how much a businessman do a
business from the product of Pepsi. To make the analysis the shops have been
1. Convenience Shop
2. Eatery Shop
3. Grocery Shop
In this category many of the businessmen are doing most of the business through
Through this question I could make analysis on the sale of the products of
From the above graph we can interpret that 54% of the retailers agree to order for the
stock in the alternate days because of lack of space and these retailers are mostly
beetle shops as they want the route vehicle to visit them regularly so they are able to
44% of the retailers prefer to order once in a week as they have a large storing space
and prefer to order in bulk. 2% retailers prefer to order 2 to 3 times a week this
includes few grocery shops and beetle shops because of less storing space. These
By this question I tried to figure out which is the most preferred cold drink of Pepsi
by the customers.
PEPSI 31%
MOUNTAIN 9%
DEW
7 UP 19%
SLICE 15%
MIRINDA 26%
15%
31%
9% Pepsi
7up
Mirinda
Dew
Slice
26%
19%
Interpretation:
In this graph I have concentrated on Pepsi products where Pepsi has recorded the
Followed by 7up with 19% and then Slice with 15% and lastly Mountain Dew with
9%.
PEPSI 20%
MIRINDA 21%
7-UP 21%
MOUNTAIN 17%
DEW
SLICE 21%
Interpretation
As per the graph most of the retailers own all the brands of C.S.D. Retailers keep the
stock of each and every brand of Pepsi. Where Pepsi 20%, 7UP 21%, Mirinda 21%,
Slice 21% and lastly Dew having 17% which means that Dew is less preferred by the
With the help of this question I tried to find the opinion of the dealers about the
dissatisfied
Quite dissatisfied 29%
Very dissatisfied 10%
Interpretation:
From the above graph we can interpret most of the retailers are not satisfied by the
visi cooler facility provided by Pepsi. This is not a good sign for the company as this
is an effective strategy.
Very satisfied 6%
Quite satisfied 58%
Neither satisfied nor 26%
dissatisfied
Quite dissatisfied 8%
Very dissatisfied 2%
Interpretation:
From the above graph we can interpret that 58% of the retailers are satisfied with the
credit facilities given by Pepsi. 26% of the retailers are neither satisfied nor
dissatisfied those who dont prefer to go for credit. 2% of the retailers are dissatisfied
These questions provide us the opinion of the dealers about the schemes provided
Product in the
Very satisfied 38% Market.
Quite satisfied 58%
Neither satisfied nor 4%
dissatisfied
Quite dissatisfied 0%
Very dissatisfied 0%
Interpretation:
From the above graph retailers are quite satisfied with the schemes provided by the
company. None of the retailers are dissatisfied with the schemes. 38% retailers are
neither satisfied nor dissatisfied i.e. they have average opinion about the schemes.
Very satisfied 8%
Quite satisfied 33%
Neither satisfied nor 37%
dissatisfied
Quite dissatisfied 18%
Very dissatisfied 4%
Interpretation:
From above graph we can interpret that 37% of the retailers have average opinion
about the dealer board of Pepsi and 33% of the retailers are satisfied with the dealer
board provided by the company. 18% of the retailers are dissatisfied with the dealer
board of Pepsi as they have not been provided with a new dealer board.
9) How are you satisfied with the Glow Sign Board of Pepsi?
Very satisfied 0%
Quite satisfied 36%
Neither satisfied nor 30%
dissatisfied
Quite dissatisfied 32%
Very dissatisfied 2%
Interpretation:
The above graph shows that the retailers have mixed opinion about the Glow sign
board of the Pepsi. Out of that 36% of the retailers are quite satisfied with the Glow
Sign board. 30% of the retailers are neither satisfied nor dissatisfied whereas 32% of
the retailers are dissatisfied with the board. So the company should provide good glow
sign boards to the retailers which will help them to attract customers.
10) How would you rate Coke compared to Pepsi in Visi cooler?
This question will help to provide information about the services, support and
same
Pepsi is a little better 7%
Pepsi is a lot better 0%
Interpretation:
64% of the retailers are of the view that Coke visi cooler is better than Pepsi. 29%
of the retailers are of the opinion that they are same .7% of the retailers think that
Pepsi visi cooler is better than coke. Retailers are satisfied with the visi cooler of
Pepsi
facilities?
same
Pepsi is a little better 50%
Pepsi is a lot better 0%
Interpretation:
11% of the retailers think that the coke is little better whereas 39% of the retailers
think that they are about the same and 50% of the retailers are of the view that the
Pepsi has better credit facilities as compared to coke. So Pepsi provides better credit
same
Pepsi is a little better 57%
Pepsi is a lot better 10%
Interpretation:
57% of the retailers are of the view that Pepsi provides better schemes than Coke .
10% of the retailers are of the opinion that Pepsi is lot better and 18% think that they
provide the same schemes. 15% think that Coke is little better. Pepsi is the leader in
this category.
Board?
Interpretation:
The graph shows that 42% of the retailers think that Coke is little better and 33%
retailers are of the opinion that they are about the same.22% of the retailers are of the
view that Pepsi is little better than Coke in Dealer board of Pepsi.
14) How would you rate Coke Compared to Pepsi in Glow Sign
Board?
Interpretation:
The above graph shows that 55% of the retailers like the glow sign board provided by
coke. Very less retailers are satisfied with the glow sign board provided by Pepsi.
With this question I tried to find out the Product received by the retailers are faulty or
1 in 10 products 0%
received are faulty
1 in 50 received have 0%
faults
1 in 100 received have 0%
faults
1 in 1000 received 13%
have faults
Never received faulty 87%
products
Interpretation:
Most of the retailers were of the view that they have never received faulty products.
13% of the retailers are of the view that 1 in 1000 received have faults. This is a good
sign that quality of the product is up to the mark. This makes both the dealers and
consumers happy.
This question will help to find out whether the distributors are delivering the
less
7 out of 10 promises made 39%
The above graph shows that 39% of the retailers that the company fulfills 7 out of
10 promises and 37% of the retailers that the company fulfills 5 out of 10
promises 18% of the retailers think that the company fulfills 8 out of 10
promises. So Pepsi Company has satisfied the retailers as they provide them the
Pepsi should maintain the regularity of supply to meet the demand. But it has been
seen that the supply in some region is irregular. Because of shortage of product or
Periodic feedback should be taken from Hotels regarding service and quality and
Company should try to make more agreement from the hotel as the sale of the
C.S.D is large.
Company must encourage the high selling counters by providing incentives and
Company must collaborate with Big hotel owners and sell there product through
these channel.
LIMITATIONS
Between the sender and the receiver due to differing perceptions, communication
errors in the form of miscomprehension and selective perception may creep in. In
this case too, these are unavoidable, and thus may add to slight inaccuracy in my
results.
Some of the retailers were very apprehensive about responding.
RECOMMENDATION
After analyzing the fact we came to the conclusion that PEPSI is undisputed market
retailers and markets. They are having an edge over other soft drink producer in the
market. They are doing very good in the current scenario, but they need some object
1. To increase the market Share penetration level must be increase. This can done
this with timeliness delivery. Availability will also increase visibilities, which
3. To increase the visibility more visi cooler can be distributed and display can
be made.
4. Pepsi distributor can convince the retailer for entering into agreement for
Thus the SMV beverages (Jamshedpur) have an upcoming bright future in the future
years. The training at PEPSI taught me that classroom study is not an end but is a
mean to achieve your goals. The stint at PEPSI will go a long way in enhancing my
life as a student as life is full of learning one being student throughout it.
BIBLIOGRAPHY
Sites Visited
www.google.com
www.pepsico.com
www.domain-b.com
www.yhaoo.com
www.prdomain.com
Books Referred
Philip Kotler
ANNEXURE- 1
Questionnaire
On
Dear Retailers,
Name:
Address
Contact No.
Location
Land mark
Remark