03-06-2014, 03:19 PM
A RESEARCH PROJECT REPORT ON
BRAND POSITIONING OF PEPSI CO. IN
BHUBANESWAR
1370331382-31186875aresearchprojectreportonbrandpositioningonpepsicoinbhubaneswar121216122527phpapp01.docx (Size: 126 KB / Downloads: 53)
PREFACE
Marketing is matching customer needs with the offering of the Company or in simple words it is “meeting needs profitably”. There are different factors which influence the sale of goods. A number of variables come into play when we consider the sale of C.S.D.(Carbonated Soft Drink ) products. The basic reason for this is seasonal affect on purchasing the product, slowly resulting in the consumer loyalty and the relationship between dealers, distributors and the company.
Some other important variables that affect the C.S.D. products are:-
• Visibility of the product
• Feasibility of the product
• Availability of the product
• Perceived quality of the product
• Distribution channels used
Distribution is the channel that bridges the gap between an organization and the end user/customer. This bridge has to have a strong foundation and has to be repaired from time to time. Those companies that pay too little attention to their distribution channels suffer damaging results.
KEY AREA
The key area of my research report was “The study of different selling outlets of PEPSI. “ The company had divided his retail outlets on the basis of area wise and character wise. Each of the division is having mainly three types of outlets.
1) AREA WISE: - The area of my Research report was “PEPSI CO.” and according to the company the whole training area was divided into three parts….
INNER CIRCLE: - These are the main selling point of a company or heart of a city. In inner circle we mainly consider those selling point or retailers shops which come under the main market area.
OUTER CIRCLE: - These areas are adjacent to the main market area, which is a mixture of residential areas and market areas. In these areas we mainly talk about those retailers’ shops, which are placed in the residential areas and quite away from the main market.
2) OUTSKIRTS: - These areas are quite away from the main city and the main market, or the interior areas of the town.
CHAR ACTER WISE: Again there is a division of outlets on the basis of characters (type of work done by the retailers) and there are again three types of outlets.
CONVENIENCE OUTLET: - These types of outlets include general stores, beetle shops, stationary shop, medical shop and such type of other shops.
GROCERY OUTLETS: - These types of outlets include grocery stores which indulge in selling of foods and related things used in the home.
EATERY: - It includes restaurants, fast food joints etc
EXECUTIVE SUMMARY
In the project the nature of research is exploratory research whereby efforts have been made by executing the research in Pepsi co. regions. A systematic as well as well-designed approach has been adopted while conducting research about market characteristics.
It is followed by the research methodology which is adopted has been defined with the help of collected data, a detailed interpretation about the company has been given there, the product profile is defined covering the types and different flavors of the PEPSI CSDs. The next step was defining the sampling design where the sample size of 70 was taken for the dealers and the target area was Pepsi co. To facilitate the research work on questionnaire method was adopted for the collection of the data as a primary research whereas the secondary data was collected from different books, company library and the other trade / business websites.
Questionnaire contains both open ended questions and close ended questions, on the basis of the feedback the analysis was done with the help of the clear graphical representation by using pie charts, and other graphs. The next step was the most important step for analysis at the actual findings of the project and recommend to the company what can be incorporated for further improvement.
SIGNIFICANCE AND THE NEED OF THE STUDY
Market research is concerned with the authentic and objective collection, analysis and evaluation of information about specific and practical aspects of marketing problems in order to help the management in making effective decisions. Market research is not an end in itself but it is a means to an end.
My study on this project will help the company to know its strengths and weaknesses with respect to the CSD market and to make strategic future decision to improve its market awareness and penetration and thus finally enhance its sales.
• Primarily this study will enable the company to evaluate its position among the competitors in respect to all the important factors related.
• Secondarily this study will enable the company to develop a fruitful correspondence with the leads generated during the tenure of the study conducted.
OBJECTIVE
• To study the dealers and retailers sales trend, of CSD industry and their products. To make comparative analysis between Pepsi and Coke..
• To determine the visibility of the Pepsi on the dealer outlets.
• To determine the preference levels of Pepsi in comparison to the Coke.
• To find out the satisfaction level of Pepsi in company.
• To find out the sales level of Pepsi in comparison to the Coke.
• To find out the dealers’ perception about the Pepsi product.
• To find out the various factors influencing purchase of the Pepsi or Coke.
• To find out the expectations of the dealers from the company.
METHODOLOGY
Marketing research is the backbone of marketing. The main objective of my study was to get information from the dealer regarding the sales of the CSD and non CSD products of Pepsi, and to look at the other feasible channel for the sales of those products.
Meaning of Research: Research in common parlance refers to a search of knowledge. One can also define research as a scientific research for pertinent knowledge or information on a specific topic. This is a systematic and objective identification, collection of data, analysis, dissemination and use of information for the purpose of assisting management in decision making related identification and solution of problem in the market.
Method of study
I have divided my all study into three phases which are
1. Rout visit
2. Outlet survey
3. Product survey
I have selected 70 outlet of simple and make comparative study between Pepsi and Coca Cola. There are several method for data collection, I have adopted one of them i.e. Sample Size. Through questionnaire I have collected data for study. I have collect the data from retail outlet and take personal interview to distributor
Research instrument
• Questionnaire
• Personal interview
• Sampling design
Sampling design is a conductive approach, which gives the research work a factual as well as conclusive framework. It contains sample size, which is basically a true representation of the target population
PEPSICO IN INDIAN
Gold Spot is considered as the first branded soft drink to be introduced by Parle in the early forties. Coca-Cola was the first foreign soft drink to be introduced in Indian markets. The Coca -Cola company entered India in early fifties when four bottling plant were set up at Bombay, Kolkata, Delhi and Kanpur. Coca-Cola enjoyed a good beginning and dominant market. Parle exports private limited, the major domestic player, later in 1970 introduced Limca a lemon soft drink and Cola Peppino. ..
In July 1977, Coca-Cola left India following a public before over share holdings structure and imports permits. As per FERA the company was to close their operation. Major shareholder Parle extended its product line and introduced their Cola ‘Thumps up’. Pure Drinks introduced their new products ‘Double seven’, ‘Thrill’, ‘Rush’ and ‘Sprint’.
After Coca-Cola, PepsiCo began to lay plans to enter this huge market and ninety years after its introduction of what was to become one of the best favored soft drink globally in 1988, Pepsi entered of India flanked with heavy resources and on riding the winds of change of newly opened economy. This snacked food and beverage giant managed to stabilize itself in the country, but only after overcoming obstacles from a bureaucratic government.
PepsiCo entered in Indian market in 1990, and then Pepsi started its bottling plant and corporate colour blue as the advertisement. When Pepsi entered in Indian market Parle was holding 70% market share in total soft drinks so Pepsi concentrated on availability of its brands and continuous attachment by its advertisement
In the year 1991, production of ‘Mirinda’ and ‘7’up’ started and the production of ‘Slice’, ‘Teem’ and Coca-Cola came back and launched its product in Agra with Parle Exports Private and gradually took over the same company.
FACTORS AFFECTING THE CHOICE OF DISTRIBUTION CHANNEL
There are a number of channels from which a company can choose from. The different channels have already been mentioned in the introduction. The channel chosen should achieve the ideal market exposure and should be able to meet the target customer’s needs and preferences. In choosing the ideal channel, the company always has to struggle between what is ideal and what is available. What is available need not be the ideal because there are a number of factors that limits the choice.For this reason auto or matador is the best alternative for distributor but it can carry fewer loads. An ideal channel should also be the best cost channel and keeping the entire shortcoming in view a company should choose the best cost channel as its ideal channel. But it is also a little tricky as this can lead to customer dissatisfaction and therefore sometimes a relatively high cost channel can prove more profitable.
CONCLUSION
After analyzing the fact we came to the conclusion that PEPSI is growing day by day. This conclusion is based on overall information collected from various distributors, retailers, markets and consumers. 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 oriented and bit dynamism in the strategy in the outskirt.
The company just needs to reform its rules, create more global awareness, change its policies in favour of more opportunities & encourage its major players to invest in the companies.
However, the company, if concentrates on the following factors will be able to face tough challenges:
• Technology
• Quality
• Brand competition
• Price competition
• Good balance between production and sales
• Different preferences for products by different age groups
• R & D capacity
• Distribution Network
• Pre-Sales services
• After-sales services
Thus the company has 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 and one being student throughout it.