Customer Satisfaction of Pepsico

8/10/2019 Customer Satisfaction of Pepsico

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CONTENTS

Chapter 1: Introduction to the Study

1.0 Introduction

1.1 Purpose of the Study

1.2 Importance and Relevance of the Study

1.3 Research objective

1.4 Scope of Study

1. !haracteristics of soft drin"s

1.# $ethodolo%y to be used

1.& 'imitations of Study

Chapter 2: Industry Profle

2.0 (vervie)

2.1 $ission and vision of Pepsi!o

2.2 *istory of Pepsi2.3 Pepsi the Indian e+perience

Chapter 3: Introduction o the organi ation

3.0 'umbini bevera%e Pvt. 'td.

3.1 Pro,le of '-P'

3.2 (r%ani ational hierarchy

3.3 Production process

3.4 Product pro,le

3. S/( analysis


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Chapter !: "ar#eting Strategy $ %istri&ution Channel

4.0 $ar"etin% strate%y4.1 $ar"etin% mi+

4.2 Promotional activities

4.3 dvertisin% sales promotion '.-.P.'

4.4 $erchandisin% policy

4. istribution channel of '-P'

Chapter ': Product Per or(ance o Pepsi

.0 ar%etin% product comparison

.1 Product availability

.2 Pricin% of product

.3 Pepsi performance in comparison

Chapter ): %ata *nalysis and Interpretation

#.0 Interpretation of outlets

#.1 $ar"et share

#.2 $ar"et share of di erent soft drin"s

#.3 $ar"et share of e5uipments#.4 Percenta%e share of %lo) si%n board

#. Percenta%es of satis,ed distributers

Chapter +: "ar#et sur,ey

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&.0 Research methodolo%y

&.1 ealer survey&.2 'imitations of the research

Chapter -: Conclusions and Suggestions

6.0 !onclusions

6.1 Su%%estions

*nne.ure

7lossary of terms

8uestionnaire

-iblio%raphy

INT/O%0CTION

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India )ith a population of more the 100crore is potentially one ofthe lar%est consumer mar"ets in the )orld )ith urbani ation anddevelopment of economy9 tastes and interests of the peoplechan%es accordin% to the advance nation.

-evera%e industry is one of the fast %ro)in% industries in India. Itcan be divided into t)o sections i.e. carbonated and non:carbonated. he carbonated drin"s can be further classi,ed intoCola e(on Orange "ango $ *pple se%ments etc.

$ar"etin% includes all the activities li"e promotion9 distribution9

advertisin% etc. to ful,ll the demands of all se%ments ofconsumers. $ar"etin% is also convert social needs into pro,tableopportunities. So this topic provides all the essentials to thetheoretical "no)led%e )ith practical "no)led%e and to inculcatethe e;ciency. It is also a re5uirement for the company to improveits service and product 5uality to achieve the ultimate %oal.

$ar"etin% is about )innin% this ne) environment. It is aboutunderstandin% )hat consumer


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distribution of %oods and services in the mar"et to %ive ma+imumsatisfaction to the consumer.

In this re%ard the mar"etin% mana%ement )ith have to apply tomar"etin% technolo%y in the conceptual philosophy of a system. Itis the process of system analysis in the mar"etin% mana%ementfor e ective research and can be de,ned9 >systematic objectiveand e+haustive study of tas"s relevant to any problem in the ,eldof mar"etin% >.

P0/POSE O ST0%4

project cum trainin% is an essential part of $- ?P7 $curriculum. his study )as conducted on > * co(parati,eassess(ent o the Pepsi per or(ance in the cold drin#(ar#et in Patna and pro(otional acti,ities in Patnacentral region5

It also helps to ma"e improvements in service and 5uality of thePepsi product9 for their lon% term e+istence in the mar"et and

earnin% pro,t.

Simultaneously9 it is also helpful to me to learn about theconsumer


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o ,nd out the company


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o study the percenta%e share of PepsiCs coolin% e5uipments. o "no) ho) many outlets are covered )ith %lo) si%nboard

of PepsiB o "no) the mar"et share of Pepsi products.

SCOPE O ST0%4

he main scope of this research is ascertainin% the variousmethods to increase the sales volume and distribution activity ofconcerned company. he methods include re%ular measures toma"e the position in the mar"et and ta"in% measures to con,rmthe brand position. (ne of the most important aspects of thisstudy is also to increase the mar"et se%ment for the products.

OT8E/ SCOPE O T8IS TOPIC "*4 9E *S O O


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En,nished %oods @re5uired chillin% before consumptionA. )o )ay transportation @one ,lled bottles to mar"et and

second empty bottles from mar"et *eavy e+penses on advertisement and promotions $ore attention to retailer .several schemes and other

facilities provided to them Fe) Gavor are introduced from time to time *i%hly competitive mar"et )ith only t)o e5ually stron%

players

"ET8O%O O>4 O T8E /ESE*/C8

Hor the purpose of %atherin% data from various dealersand consumer9 I preferred collection of primary data )ith the helpof open and close:ended 5uestionnaires.

e,nin% the problem and the research objectives. evelopin% the research plan. 8uestionnaires. Sample si e.

I"IT*TION O T8E ST0%4

he ,ndin% of the study may not be applicable to otherplaces e+cept Patna.

he respondents )ere too busy to %ive e+act ans)er to all5uestions.

here is chance of under estimation of sales and income as

it is the nature of human bein%s. his study analysis is opinion of retailers only. he results may not hold %ood in the lon% run as taste and

preference of human bein%s are subject to chan%e over aperiod of time.

here are chances of samplin% error.

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!hances of biased data collections to respondents.

O;E/;IEt ha' attracte the 0o"ng generation an o co"r'e increa'e

the 'ale o Pe&'i% al'o organiAe #an0 national an international '&ort'

event' to attract the 0o"ng generation.

MARKET MI OF L.B.P.L

T(e se$ %' %&$!% * e $ $" $%% s

2#


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! &ro "ct% &lace% 'ervice an &ro#otion (4&B') that the ir# ,len ' to

&ro "ce the re'&on'e it *ant' in the target #ar+et. $he'e are the ollo*ing

4&'.

P!%- $s $hat co"l #eet the i enti ie nee ' o cho'en

con'"#ing gro"&'.

P e >t &er or#' vario"' "nction' li+e tran'&ortation%

*areho"'ing% channel #anage#ent etc. 'o the &ro "ct' ea'il0 reach

the con'"#er.

P!%/%$"%& $he ir# carrie' o"t a no. #ea'"re li+e &er'onal 'elling%

a verti'ing an 'ale' &ro#otion &rogra##e *ith vie* to

co##"nicate to the con'"#er an &ro#oter o the &ro "ct.

>t i' the #echani'# to achieve the con'"#&tion' o #ar+eting

&roce''% 'tri+ing the level o &rice that i' acce&te to the ir# a' *ell a'con'"#er.

4P6s #% " "es %' $(e Pe#s" #!%- $s

1. P!%- $ $here are ive line' o &ro "ct' o 'o t rin+ in >n ia that i'

al#o't #atche *ith international "alit0 &ro "ct line.Pe&'i 2 #l% 3 #l% < #l. an 2 #l.

Miran a 2 #l% 3 #l% < #l. an 2 #l.

7 "& 2 #l% 3 #l% < #l. an 2 #l.

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Mo"ntain De* 2 #l% < #l. an 2 #l.

Slice 2 #l% #l% an 1 #l.

2. P!" e Pro "ct &rice are i8e ,0 Pe&'i Co >n ia accor ing to co#&etitor'

&ro "ct &rice.

3. P e Pe&'i ha' a 'trong channel o i'tri,"tion% an inter#e iarie'

co##an the i'tri,"tion *or+.

P &$ De#%$ D"s$!"* $%! C%&s /e!.

@0 thi' 'i#&le i'tri,"tion% Pe&'i i' oing *ell. $he co#&an0 i' tr0ing to

reach ever0 re#ote village area. $he co#&an0 ha' '"ccee e to 'o#e e8tent

in reaching it' target.

3. P!%/%$"%& - >n the '&eci ic% 'ale' &ro#otion #etho ' are tho'e 'ale'

activitie' that '"&&le#ent ,oth &er'onal 'elling an a verti'ing an co

or inate the# an hel& to #a+e the# e ective '"ch a' i'&la0% 'ho*' ane8&o'ition an e#on'tration' an other rec"rrent 'elling e ort' not in

or inar0 ro"te.

Pe&'i ha' variet0 o tool' an techni "e' o 'ale' &ro#otion.

?i+e or e8a#&le 'ale' &ro#otion letter'% catolog'% &oint o &"rcha'e (POP)%

i'&la0% c"'to#er 'ervice &rogra# an e#on'tration o ree 'a#&le.

PROMOTIONAL ACTI7ITIES 8FOR RETAILERS)

Pro#otional activitie' con'i't o vario"' #ean' o co##"nicating

&er'"a'ivel0 *ith the target a" ience. $he i#&ortant #etho ' are-

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A-+e!$"se/e&$ /here an i enti ie '&on'or' &a0' #e ia ('"ch a'

$;) to tran'#it to target con'"#er.

Pe!s%& se "& /here 'ale' re&re'entative e#&lo0e ,0 the ir# engage

in inter&er'onal co##"nication *ith in ivi "al con'"#er' an &ro'&ective

c"'to#er'.

S es #!%/%$"%& /here the #ar+et "tiliAe' i'&la0'% e#on'tration'%

&re#i"#'% conte't' or 'i#ilar evice'.

P",licit0 an P",lic relation- 6el& to 'ti#"late '"&&ortive ne*' ite#'

a,o"t the ir# an it' &ro "ct that have greater cre i,ilit0 *ith &",lic than

a verti'e#ent.

O all the #etho ' o &ro#otional activitie' that con'tit"te the &ro#otion

#i8% 'ale' &ro#otion i' the onl0 one #etho that #a+e' "'e o incentive' to

co#&lete the 9P s( P #!%/%$"%& s$! $e ,: o #otivating the 'ale'orce% the i'tri,"tor an the con'"#er tran'acting a 'ale.

!ccor ing to 9A/e!" & M !0e$"& Ass% " $"%&: 'ale' &ro#otion re er'

$ho'e activitie' other &er'onal 'elling% a verti'ing an &",licit0% that

'ti#"late con'"#er P"rcha'ing an ealer e ectivene''% '"ch a' i'&la0%

'ho*' an e8hi,ition% e#on'tration an vario"' other non rec"rrent 'elling

e ort' not in or inar0. 9S es #!%/%$"%&: "s s% 0&%;& *, $(e & /e %'

9E


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7ISI COOLAR DISPLAY=OYE BUBBLY CAMPAIGN

MS DHONI= SHAHRUKH= DIPIKA

MEANING AND OB>ECTI7E OF SALES PROMOTION

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SL.N%

S)4esP!%/%$"%& M e)&"& O*?e $"+e

1 Price o o er'O ering &ro "ct at lo*er than the nor#al &rice

$o enco"ragei##e iate'ale'% attract non n"'er'%in "ce ne* &ro "ct trial.

2. E"antit0 o o er

o ering #ore "antit0 o the 'a#e &ro "ct at noe 8 t r a c o ' t o r a v e r 0no#ina l incr e a 'e in the

&r ice the larger "antit0 &ac+.

$o enco"rage longer "ration con'"#&tion%

highe't or e8ce'' "antit0# o v e # e n t r o # t h e

a c t o r 0 % t r a e " &c o n ' "# e r o r h ig h e r

"antit0 &ac+' 'iAe.

3. Pri#i"#

O e r o a n a r t i c l e o # e r c h a n i ' e a ' a nincentive in or er to 'ell

&ro "ct o 'ervice

$o enco"rage &"rcha'e'ti#"late lo0alt0% o 'ea'on 'ale' &ro#otion%in "ce trial o &re#i"# to

the con'"#er.

4. Co"&an'

/ he n the co n'" #er i 'entile to re ee# '&eci ic'tan ear certi ecate or a

& ro "c t re e o r in & a r t & a 0#e nt . C o "& o n' a r e

" ' e , 0 , o t h t h e#an" act"rer ' an the

e a l e r ' o r ' a l e ' &ro#otion. Co"&on' #a0 ,e i'tri,"te ,0 e #ail% ,0 #e ia a verti'e#ent'%

o o r t o o o r . > n ' i e &ro "c t & ac +age o r , 0

ealer' on &"rcha'e.

to enco"rage &ro "cttrial% ,"il lo0alt0% tra e"& reg"lar "'er' 'ti#"latere &"rcha'e rate% 'oliciten "irie'.

.Con'"#er

conte't' anl"c+0 ra*'

/ h e n i n i v i " a l ' a r einvite to co#&ete on ,a'i'o creative '+ill'. $he latter i' ,a'e on the chance or l"c+ actor.

$ o c r e a t e , r a na*arene'' an 'ti#"latein te r e ' t in the , ra nac "aint con'"#er' *ith

,ran "'age an ,ene it' ,"il tra ic at the 'tore & r e c i & i t a t e , r a n & " r c h a ' e . O , t a i nc o n ' " # e r e e , a c + %

&jro #ote a verti'i#entthe#e o the co#&an0.


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AD7ERTISING @ SALES PROMOTION IN LBPL

! verti'ing an al'o &ro#otion activitie' &la0 a vital role in entire

#ar+eting e ort'. /itho"t the'e a'&ect' a "alit0 &ro "ct can not '"rvive in

the #ar+et. ! verti'ing an 'ale' &ro#otion tool' are #o't e''ential or the

#o ern glo,al #ar+eting. $hi' cha&ter ha' there ore ,een evote to the

't" ie' o a verti'ing an 'ale' &ro#otional activitie' in L /*"&" Be+e! e

P+$. L$-. $he t*o ,a'ic o,jective' or carr0ing o"t '"ch vario"'

&ro#otional activitie' ,0 ?"#,ini @everage' Pvt. ?t . i' $o generate #ore

'ale' a' *ell a' to create an #aintain an i#age o it' &ro "ct5 [email protected].?.

carrie' o"t it' &ro#otional activitie' a' controlle an integrate

&rogra##er' o co##"nication an #aterial e'ign &re'ent it' 'o t rin+ to

the &er'&ective c"'to#er'. >t al'o hel&' in co##"nicating the nee

'ati' 0ing o 'o t rin+ to acilitate the 'ale' event"all0 to contri,"te to*ar 'the &ro it in long r"n.

T(e s es se- L.B.P.L. '%! ' '" "& $(e + !"% s # !#%ses '%! "$s

#!%/%$"%& $"+"$"es !e $(e '% %;"&

9oo F B 9iAA

S&ace Cl",

Pa0aa' ,"j0hao &ro it ,a hao

!gree#ent

GOD(Gla'' on e&o'it)

Di'&la0ing e "ient'

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Scratch car % l"c+0 ra* &riAe.

MERCHANDISING POLICY

>n to a0B' a't #oving in "'tr0 an highl0 co#&etitive #ar+et% onl0 tho'e

&ro "ct' are li+el0 to ,e &"rcha'e *hich are ca&a,le o hitting the i#&"l'e

o the con'"#er'. $he &ro "ct' a&&eal 'ho"l ,e a,le to &enetrate an get

e#,e e into the &er&et"al '&ace o the con'"#erB' #in . $he concerne

&ro "ct 'ho"l in "ce to the con'"#er'. Pe&'i ,elieve' that 9>% D"0($ H "

W (" B"0$ H ": i.e. an0 &ro "ct *hich i' vi'i,le i' ,o"n to ,e 'ol .

METHODS OF MERCHANDISING

;i'i cooler &lace#ent

Glo* 'ign,oarPainting'

Crate Stac+ing

:#,rella

@anner'

Di'&la0

S&ecial Sche#e'

DISTRIBUTION CHANNEL OF 9L.B.P.L

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$o #a+e it' &ro "ct' availa,le at the right &lace% at the right ti#e in the

#ar+et% at the right &lace% the 'ale' e&art#ent o the co#&an0 &la0' #ajor

attention to*ar ' controlling the channel o i'tri,"tion.

$he co#&an0 right ro# it' ,eginning 'tage #aintain' 'ingle t0&e o

#ar+eting channel. $he nat"re o channel i' a' ollo*'-

COMP!

DEPO$

D>S$R>@:$ORS

RE$!>?ERS

CO S:MERS

ABOUT DISTRIBUTORS

!t ir't% 'o t rin+ i' '"&&lie to i'tri,"tor'. Retailer' cannot ta+e the

eliver0 irectl0 ro# the co#&an0. $he0 have to ta+e it ro# their

re'&ective or neare't i'tri,"tor'. $he i'tri,"tor' 'electe on the ,a'i' o

a''"rance given ,0 the# regar ing #ini#"# 'ale'% *hich the0 have to

#aintain ann"all0. $he 'election i' al'o one on the inancial &o'ition an

re&"tation o i'tri,"tion in the #ar+et. !' or e8a#&le% ir't &riorit0 i'

given to tho'e &eo&le *ho are in cigarette ,"'ine''. De&en ing "&on #ar+et%

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each i'tri,"tor in it' initial 'tage% e&o'it 'o#e 'ec"rit0 #one0. $hi'

a#o"nt varie' ,et*een ive tho"'an ' to the tho"'an . $he i'tri,"tor'% at

ir't have to 'ee+ the &er#i''ion o the 'ale' e&art#ent or the n"#,er o

ca'e' o 'o t re "ire ,0 the#. ! ter getting the &ro&er a"thorit0 ro# the

'ale' e&art#ent% the0 ta+e the eliver0 ro# the 'hi&&ing e&art#ent

&a0ing the re "i'ite either in ca'h or a' e#an ra t.

$he i'tri,"tor' can ,e ro&&e i the0 ail to achieve the re "ire target to

'ale'. $he0 can ,e al'o ro&&e *hen the0 onBt ollo* the in'tr"ction'

given ,0 the co#&an0 or *hen the0 charge high &rice or *hen the0 are

engage in ,lac+ #ar+eting% loa ing etc. @"t the co#&an0 ha' not ro&&e

an0 o it' i'tri,"tor' till no*.

$he '"&&l0 o 'o t rin+' to the i'tri,"tor' e&en ' "&on the "&' an

o*n' in the 'ale'. @"t% in the initial 'tage'% the i'tri,"tor' have to 'ell "&to a #ini#"# target 'et ,0 the co#&an0 or a' eci e ,0 an agree#ent

,et*een the co#&an0 an the i'tri,"tor'. >n the la't 'tage' 'o t rin+ i'

'"&&lie a' an *hen e#an e ,0 the i'tri,"tor'.

ABOUT RETAILERS

$he i'tri,"tor' 'elect the retailer'. $here i' no relation ,et*een theco#&an0 an it' retailer'. On the other han there are no e inite an i8e

criteria or the 'election or a&&oint#ent o retailer' ro# the 'i e o

i'tri,"tor'. !n0 one li+e P &; 5% Cigarette 'ho&5 or an0 other

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'ho&+ee&er can have the 'tall or the 'ale o 'o t rin+' an the0 are calle

or ealer'. $he0 have to give a''"rance to the concerning i'tri,"tor' or

,etter 'ale' an at the ti#e o ta+ing eliver0 the0 have to e&o'it the

'ec"rit0 that i' the change or the e#&t0 ,ottle' *ith '&eci ie &"rcha'ing

&rice.

Generall0% there i' no co#&"l'ion on the &art o i'tri,"tor' to &rovi e the

tran'&ortation acilitie' to their retailer'% ,"t the i'tri,"tor' o the ,ig area'

li+e Patna% M"AAa ar&"r% Patna &rovi e' the tran'&ortation acilitie' to their

re'&ective retailer'. $he i'tri,"tor' an retailer' are in e&en ent to 'ell a'

the0 *ant ,"t are controlle to 'o#e e8tent ,0 the co#&an0 al'o% a' the0

have to give 'o#e a''"rance regar ing #ini#"# 'ale. >t ha&&en' 'o ,eca"'e

the0 are given 'o#e incentive' al'o. $he0 are "ll0 in e&en ent to gear "&

the #ar+et% a' the0 *ant.

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C( #$e! 5 P!%- $ Pe!'%!/ & e %' Pe#s"

. $raining &ro "ct co#&ari'on

.1 Pro "ct availa,ilit0

.2 Pricing o &ro "ct'

.3 Pe&'i Per or#ance in co#&ari'on

C%/# ! $"+e P!%- $s

3&


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SL.5N%.

M)?%! CSD B!)&-s

F4)+%! PCI CCI

1. Clola Pe&'iCoca Cola%$h"#' :&

2. Clear ?i#e 7 :&% Mo"ntain De* S&rite

3. Clo")0 ?i#e Mirin)a ?i#e ?i#ca

4. Orange Mirin)a 9anta

>n a,ove ta,le% > have 'ho*n &ro "ct target in the #ar+et. @oth co#&anie' tr0 to

'",'tit"te each other &ro "ct in the #ar+et. /hen a co#&an0 onBt "l ill

the e#an o #ar+et then other co#&an0 '",'tit"te that &ro "ct *ith o*n

&ro "ct. >n the #ar+et #an0 ti#e 'een that con'"#er e#an a &ro "ct

accor ing to hi' e'ire% ,"t "e to lac+ o '"&&l0 he '*itch over o '",'tit"te

&ro "ct. So% co#&anie' al*a0' *ant *ith '",'tit"te &ro "ct or enlarging

hi' #ar+et 'hare.

6ere% T( /s U# an C% C% i' '",'tit"te or Pe&'i% S&rit i' '",'tit"te

or U# an M% &$ "& De;%F &$ i' '",'tit"te or M"!"&- @ L"/ i'

'",'tit"te or M"! &- L"/e .

CHAPTER DATA ANALYSIS AND INTERPRETATION

nter&retation o o"tlet'


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1 0 O t h e r

9 P h o n e b o o t h s

8 I c e - c r e a m /I c e - c e n t e r s

7 c o l d d r in k sc e n t r e

7 C i n e m a H a l l

4 R e s t a u r a n t s

H o t e l

! P a n s h o "

# s $ e e t s h o "

1 % e n e r a l / & i r a n a s t o r

I&$e!#!e$ $"%& Man0 t0&e' o retailer' in the #ar+et to 'ell the &e&'i Co+e &ro "ct' > have ta+en that li't or# co#&an0 cla''i ie that 'ho&'accor ing to co#&an0 g"i eline'. General Kirana 'tore' are #ea'"re thing orco#&an0 ,eca"'e their 'hare in one thir So co#&an0 al*a0' tr0 to #a+e goorelation'hi& 'hi& *ith the# ,eca"'e 2 'ell co#e or# the#.

MARKET SHARE Over all #ar+et 'hare o the col rin+' co'. in Patna

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SL. N%. C%/# &"es N /e T%$ 4 8 )

1. PC> 2 3=

3. Parle agro =

4. !#"l =

. Other ?ocal Pla0erH' 2

$otal ( ) 1

PCICCIParle agro

AmulOther

I&$e!#!e$ $"%&- PC> #ar+et 'hare i' little ,it 'hort in co#&aring to Co+e or

enlarging #ore #ar+et 'hare PC> *ill have to inve't #ore in the #ar+et an it

a verti'e#ent.

O+e! / !0e$ s( !e %' PCI @ CCI "& P $&

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0 '

'

1 0 '

1 '

# 0 '

C o la C le a r( i m e

O r a n )

1 0 '

C l o u d *( i m e

+ a n ) o

1 '1 ! '

1 7 '

1 '4 '

11 '9 ' 8 '

1 # 'P C

C C

I&$e!#!e$ $"%& On the ,a'i' o #0 collecte ata in Patna col rin+ #ar+et >

have reache thi' 'tage that > can 'ho* overall #ar+et 'hare o all col rin+

lavor.

MARKET SHARE OF DEFFERENT SOFT DRINKS

T(e C% M !0e$

P!%- $ S( !e

Pe&'i Cola 42

Coca Cola 13

$h"#&' :& 4

T%$ 1

M !0e$ S( !e 8 )

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Pepsi-Cola

Coca-Cola

Thumps Up

>nter&retation- $here i' o#inanc0 o $h"#' :& in the cola 'eg#ent o 'o trin+' in the #ar+et. Pe&'i i' it' co#&etitor.

T(e %! & e ' +%!e- s%'$ -!"&0s

P!%- $ S( !e

Mirin a 2

9anta 3=

Other 1

T%$ 1

D"''. %! & e ' +%! / !0e$ s( !e

43


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Mirinda

Fanta

Other

I&$e!#!e$ $"%& $he Gra&h 'ho*' that there i' a #ajorit0 o c"'to#er' oMirin a Orange lavor in the #ar+et. >t o#inate' the #ar+et over Coca ColaB'

&ro "ct 9anta.

C e ! L"/e M !0e$ s( !e

P!%- $ S( !e

7 "& 4

S&rite

T%$ 1

M !0e$ S( !e %' e ! "/e

44


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Dabur Real

Tropicana

Godre

Others

>nter&retation - $here i' great o#inanc0 o S&rite in the #ar+et. C"'to#er'al*a0' e#an . $he0 ta+e 7 :& onl0 a' a '",'tit"te o that.

M & % ' +%! / !0e$ s( !e

P!%- $ S( !e

Slice 3

MaaAa 4

9rooti 3

T%$ 1

4


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C( #$e! M !0e$ s !+e,

7. Re'earch #etho olog0

7.1 Dealer '"rve0

7.2 ?i#itation' o the re'earch

RESEARCH METHODOLOGY

4#


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!ll the in ing' an concl"'ion o,taine on the '"rve0 one in the *or+ing

area. /ith the li#it% > trie #0 ,e't to 'elect the 'a#&le re&re'entative o the

*hole gro"&. D"ring #0 jo, training > #aintaine i erent ro"te' "ring

#0 ealer '"rve0. > have collecte ata ro# the De&ot o Patna "n er the

organiAation it'el .

D $ s% ! es

Retailer'IDealer' (Col rin+' 'tall'% >ce 'tall'% 6otel'% Re'ta"rant' S*eet

'ho&% Pan Sho&% General Store'% $ele&hone @ooth' etc.) De&ot internal

Co#&an0B' Recor ' etc.

Rese ! ( ##!% (es

S"rve0

Rese ! ( "&s$! /e&$

>ntervie* Sche "leS /# "& # &

Sa#&ling "nit Di'tri,"tor Retailer

Sa#&ling 'iAe 2 2

S /# "& #!% e- !e

Ce&s s s !+e,

C%&$ $ /e$(%-

Pe!s%& "&$e!+"e;

Se %&- !, D $ C% e $"%&

4&


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$he 'econ ar0 ata *a' collecte on the ,a'i' o organiAational ile'% o icial

,"lletin' an recor '% o icial jo"rnal'% &",li'he ata in the ann"al general

re&ort an thro"gh vario"' &re'erve in or#ation in the ata ,a'e at the

Pe&'i 'ite' e.g. ***.&e&'ico.co#% ***.&e&'iAone.co# etc.

P!"/ !, D $ C% e $"%&

!ll the ealer'I retailer' *ere &er'onall0 vi'ite an intervie*e . $here *a'

a or#at or collecting the etail' o the ealer'. $he or#at *a' ille ,0

ta+ing the in or#ation ro# the ealer o ,0 #onitoring the 'ho&'.

DEALER SUR7EY

Dealer '"rve0% a' the *or in icate'% i' the '"rve0 o ever0 ealer o 'o t

rin+' in the area. 9or o"r &ractical &"r&o'e% the ealer not onl0 incl" e' the

a"thoriAe ealer'% ,"t it al'o incl" e' all the retailer' ,ig or '#all grocer0'ho&'% 'tationer0% re'ta"rant'% ,eetle' 'ho& etc.% ,e'i e' the'e% the vario"'

e8cl"'ive 'tall' an 'ale' o &antr0 car' are al'o incl" e in it. >n a n"t'hell%

,0 ealer '"rve0% > #ean *ho i' ealing *ith the 'o t rin+ in 'o#e*a0 or

the other in large or '#all "antit0 irectl0 or in irectl0.

$h"'% #0 't" 0 incl" e' all '"ch ealer'% *hich incl" e' ollo*ing a'&ect'-

o o ro"te' covere ,0 De&ot

Crate 'trength

Per a0 'ale

Chilling a

46


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! verti'ing

at"re o o"tlet

S (e/es %' P , %''

> ha to vi'it each an ever0 o"tlet an &er'onall0 intervie* the#. >n or er

to +no* the #ar+et 'hare o Pe&'i an it' co#&etitor'% > have con "cte a

'"rve0 a& Patna an it' '"rro"n ing' area. @0 the hel& o '"rve0% > can in

o"t the rea'on ,ehin non availa,ilit0 o Pe&'i in the '&eci ie area.

$he +no*le ge o ca'e 'toc+ in icate' o"r ca'e in tra e5 an that o

co#&etitor'. $hi' *ill in icate o"r ca'e velocit05% *hich *ill hel& to &lan

o"r ,ottle a' *hether o"r i'tri,"tion i' e ective or not. > #0 ca'e 'toc+ i'

lo* then > #a0 eci e or a ca'e 'toc+ing ca#&aign5. 9ee ,ac+ ro#

#ar+et &lace regar ing 'ervicing o ealer' *ill hel& "' to i#&rove o"r

'ervice in the lac+e area'.$here ore% a&&ro&riate #ar+eting 'trateg0 can ,e *or+e o"t e&en ing

"&on the in ing'. So#e #ore "'e' o Dealer S"rve0-

De#%$ e''e $"+e&ess

$he S"rve0 can i#&rove the i'tri,"tion net*or+ in the'e *a0'-

>##e iate activation o non ,"0er'

>#&rove the ealer coverage

>ncrea'e the realign#ent o ro"te'

@etter control thro"gh ro"te car

$he0 'ho"l vi'it the co"nter on the ail0 ,a'i' incl" ing the re#ote &lace'.

4J


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Sale'#an 'ho"l vi'it the co"nter on li+el0 ,a'i'.

M !0e$ 0&%; e- e

Dealer S"rve0 give' the total &ro it o the #ar+et ,0 ollo*ing-

?ocation o ealer'

$he t0&e o ealer

o o ealer' *ho +ee& Pe&'i% Coca Cola an co#&aring the 'toc+%

$he #ar+eting in&"t' *ith re'&ect to

! verti'ing

;>S> Cooler

Servicing

T! "&"& !% # '%! ' $ !e e


51/59

$he '"rve0 *a' con "cte in the &ea+ 'ea'on *hen the 'ale *a' too high% ,0

thi' > cannot get the a&&ro&riate re'"lt.

Mone0 a' no 'ti&en *a' givenJ it *a' i ic"lt to cover a *i e area.

!ll the *or+ *a' li#ite in Patna area% 'o the in ing' 'ho"l not ,e

generaliAe . $he in ing o '"rve0 *ill ,e 'trictl0 ,a'e on the re'&on'e o

con'"#er'% retailer'I ealer'% 'ince it i' i ic"lt to a'certain the a"thenticit0

o their 'tate#ent.

C( #$e! C%& s"%& @ S es$"%&

Concl"'ion

S"gge'tion

1


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CONCLUSION

(1) $he *hole anal0'i' 'ho*' that are onl0 t*o co#&anie' o#inating in the

'o t rin+' #ar+et Pe#s" C% @ C% C% . $here i' nec+ to nec+

co#&etition ,et*een the'e t*o co#&anie'.

(2) Co+e ha' inve'te #ore in the #ar+et. Di'tri,"tion o ;>S> Cooler' ani'&la0 o Glo* Sign' ,oar i' ar #ore than Pe&'i. So% #ore inve't#ent i'

nee e to ,rea+ the ,ran e'ta,li'h#ent o $h"#' :& an S&rite.

2


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(3) >n all the area' in Patna% al#o't all the retailer' are not 'ati' ie *ith the

i'tri,"tion net*or+ o the Pe&'i &ro "ct'.

(4) Mo't o the retailer' *ant glo* 'ign,oar chilling e "ient'% *hich the0

are a'+ing ro# long ti#e.

( ) >n Cola 'eg#ent% $h"#' "& an in li#e 'eg#ent% S&rite i' the #ain

co#&etitor o Pe&'i.

(


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(4) Sale'#an 'ho"l have ,etter interaction *ith the retailer' *hich re'"lt' in ,0

co#&an0 ro# ti#e to ti#e.

( ) $he criteria to &rovi e G %; S" &*% !-= F < *% !-= 7ISI C%% e!= an

OYC 'ho"l ,e change an a 'e&arate e&art#ent 'ho"l han le thi'.

(


55/59

GLOSSARY OF THE TERMS

FOBO 9ranchi'e O*ne @ottling O&eration.

COBO Co#&an0 O*ne @ottling O&eration.

FMCG 9a't Moving Con'"#er Goo '.

MNCs M"ltinational Co#&anie'

MMM Ma'ter o Mar+eting Manage#ent.

GOD Gla'' on e&o'it

RBG Ret"rn on ,ottle gla''.


56/59


57/59

(a) 1 crate' (,) 1 2 crate'

(c) 2 3 crate' ( ) 3 a,ove

4. . W(" ( %/# &,6s s" & e ,% ( +e "& ,% ! % $ e$

(a) Pe&'i (,) Coca Cola

(c) @oth ( ) o 'ignage

5. . W(" ( $,#e %' S" & e "& ,% ! % $ e$

(a) 9le8 @oar (,) Dealer @oar

(c) Glo* Sign @oar ( ) @oth

. . W(" ( %/# &,6s 7"s" %% e! @ O,e ,% ( +e "& ,% ! % $ e$

(a) Pe&'i Cola (,) Coca Cola

(c) @oth ( ) O*n

. . I& ,% ! %#"&"%& ;(" ( /e-" / "s /%!e e''e $"+e '%! $(e s es

-+e!$"se/e&$(a) $elevi'ion (,) MagaAine'I e*'&a&er'

(c) Di'&la0 ( ) /all &ainting'I6oar ing'

. . D% ,% $("&0 !ess"+e -+e!$"s"& ' !$(e! (e # ,% "$ "& !e se $(e

s es +% /e %' C%

(a) e' (,) o

. . W( $ 0"&- %' #!%/%$"%& $"+"$"es -% ,% "0e /%s$

(a) 9ree ,ottle 'che#e (,) PriAe

(c) Di'co"nt Crate' ( ) Other ............

1 . . Y% ! !e %//e&- $"%& '%! ' !$(e! s es "/#!%+e/e&$ "& ,% ! % "$,

&


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..........................................................................................................

11. . G"+e /e $;% s es$"%&s '%! *e$$e!/e&$ %' Pe#s" C%

(a)....................................................................................

(,)....................................................................................

T( &0"& ,%

BIBLIOGRAPHY

P!%'. A.K. B s 8F $, G "-e)

M!. A! & K!. S"& ( 8TDM)

M!. B"& , K!. 8DEPT TDM)

M!. B &; !" S( 0 8CE)

Mar+eting #anage#ent (Philli& Kotler)

Mar+eting Manage#ent (DEP. !PP. ECO. COM)

Re'earch Metho olog0 (C.R. Kothari)

Re'earch Metho olog0 (!.K. Singh)

@"'ine'' Re'earch Metho olog0 (DEP. !PP. ECO. COM)

6


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